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The Independent It Factor
The Eyeglass Lass
New London, Connecticut

For Siobhán Burns, running an independent optical business wasn’t about testing the waters—she just jumped in, and that’s the advice she would give to anyone looking to do the same. “If you want to do something, there is only one way to find out if it is going to work; throw yourself into it. It’s scary, don’t get me wrong, but it’s so worth it to accomplish something and have it be how you want it to be.”

So, when it comes to the changing optical landscape, Burns believes that independent businesses are now an “It” thing especially playing a huge factor among Millennials. She explained that as trends lean toward the individual and self-expression, people are finding new ways to get the look they want with clothing, hair and accessories. They’re now able to justify the expense of things that are better made and better looking, she said.

“Where I have my store and home (I live within walking distance), there is such a great ‘support local’ movement,” Burns said. “On my walk home, I can go to a local theater, get a bite to eat and a drink, get groceries, a haircut, you name it! It is so refreshing, and along the way you are making connections with other locals who are equally invested in the community. While there are still big box stores, I think that retail will see an increase in support of independent business.”

Some of the frames that are carried in The Eyeglass Lass include Andy Wolf, Etnia Barcelona, I-Green, l.a. Eyeworks, Lafont, Converse-Jack Purcell, Lucky Brand, Outspoken, Ray-Ban, RVS, SLR and Theo.

The boutique, located in New London, Conn., opened in June 2014 and carries a fun, comfortable and disarming vibe where customers don’t feel like they’re going into a typical store when they walk in.

“I am always shocked by how many people I meet that have or had major anxiety about eyewear shopping,” she said. “I want someone to come in and relax, chat, check out the decor, and then all of a sudden realize we found them the perfect frame along the way. The shop has everything from vintage luggage and kewpie dolls to a pinball machine and an ‘eyeball wall’ mural, so it really seems to appeal to anyone coming in.”

For Burns, the “It” factor that the independent has over larger retailers is that they don’t have to do things one way and can therefore cater to their specific environment and demographic.

“This is essential and an absolute must in order to compete with companies that can shell out money for major advertising and branding,” she said. “By highlighting that we are unique, fantastic, and independent companies in our clients backyards, we are inviting people to get the quality and individual services that they deserve, as well as products they won’t find elsewhere. It’s our time to shine.”


An exterior view of The Eyeglass Lass which opened its doors in June 2014 and is located in New London, Connecticut. Siobhan Burns, owner of the Eyeglass Lass believes that to run an indie business means being willing to take risks.