RELATED CONTENT



Ruth Domber



NEW YORK—“It’s important to first define what’s meant by ‘luxury eyewear,’” observed Ruth Domber, owner of New York’s 10/10 Optics. “In my experience over the last four decades, this may have nothing to do with price but everything to do with originality, materials, the hand of creativity and, most importantly, the unique aspects of the designs that set them apart from the mass offerings available to ECPs. Luxury means ‘not everyone has it, can get it or knows how to present it,’ and in some ways, this would apply to what is perceived as the best in eyewear.”

When it comes to potential differences in the attitudes and priorities of today’s younger luxury customers compared with more mature older customers toward service and brands, Domber observed, “The younger consumer is as equally impressed as a seasoned shopper when presented with these unique designs. The younger shopper may try to do some research or shop online, but is more likely to want the experience of service and one-on-one care offered by a skilled optician.”

Domber added, “The one thing that all luxury brands have in common is the connection to the artist who made them. The joy of new discovery is thrilling and where we find the most satisfaction when presenting new talent to our patients. Again, it’s not about the price tag, per se, it’s about the innovative design and experiencing the growth and evolution of the creative process.

“Luxury is defined by the use of materials in a unique way or the design approach from a new and interesting perspective,” Domber said. “At 10/10 Optics, I embrace talent who appreciates that eyewear is considered art-wear. Our patients want to know the story and connection that we have established between the designer and their eyewear creations. This is always the part that makes it very personal and establishes interest beyond just getting new glasses.”



Interior of 10/10 Optics in NYC.



Price points, said Domber, depend on several different factors. “Frames in our luxury collections will range from $750 to $4,000 (in stock). Some of the collections may be customized, and that may add to the cost. Quite a few of our artisan vendors will work with us to customize their designs. As the saying goes, ‘time and money smoothes the way.’”

Education is critical, Domber stated. “To know the product, the materials and the designer, we encourage them to visit 10/10 Optics to develop a real relationship with our associates. That translates into passion for the product. We also display our luxury collections to be visible, but not handled by the patient until we present them as part of our consultation. If they’re important to us, they’ll be important to the customer as well.”