60 COVER TOPIC Unique Points of View From Successful Independents NEW YORK—Sometimes bigger isn’t al- grown brands. Some use social media while others stake ways better. Just ask the dozens of inde- More than anything, these retailers and their fortunes on solid reputations and years pendent optical retailers Vision Monday optometric practices feel the need to set of service. But however they get there, the has been profiling since we launched our themselves apart from the rest of the “retail bottom line is these small businesses get to newest e-newsletter, The Independent Eye, pack”—and they find ingenious and creative call their own shots, which often results in a last year. Over and over, retailers and eyec- ways to make this happen. Whether it be winning formula. In this exclusive VM feature, are professionals take pride in the power through community involvement, building we’ve selected a few examples of retailers of their independence, which allows them relationships with patients or finding that who are taking their businesses to the next the freedom to go above and beyond by high-quality luxury niche, these indies are level. We hope you enjoy their stories. n developing and nurturing their own home- each successful in their own right. —Mary Kane More 62 COVER TOPIC Inspirations From new office designs to new collections, what’s motivating independents? Independent Brand l.a.Eyeworks Goes Taking Inspiration from Pantone’s Color of the Year International for 40th Anniversary NEW YORK—Earlier this month, The Pantone Color Institute announced their LOS ANGELES—This year, independent eyewear brand l.a.Eyeworks is cel- 2020 color of the year: Classic Blue. Pantone describes the color as “a timeless ebrating its 40th anniversary. A staple of the independent eyewear scene and enduring blue hue elegant in its simplicity.” According to Pantone, it makes for over a generation now, l.a.Eyeworks has spread far beyond its Cali- the perfect choice for 2020’s Color of the Year because, “Instilling calm, confi- fornian roots. To celebrate 40 dence, and connection, this enduring blue hue highlights our desire for a de- years, the brand is leading an pendable and stable foundation on which to build as we cross the threshold into international window display a new era. Suggestive of the sky at dusk, the reassuring qualities of the thought- campaign, which kicked off on provoking Pantone 19-4052 Classic Blue highlight our desire for stability.” Sept. 9, 2019. The campaign Across the design world—from fashion to interior design and everything in art appeared on the facades of between—designers are looking to Classic Blue for inspiration, and frame compa- more than 80 optical retailers nies and independent ECPs are no exception. Here’s a look at how a handful of in seven countries, and fea- independents are taking 2020’s Color of the Year onboard. n tures a custom graphic design, printed on transparent vinyl. The graphic depicts two sign- boards which say “Raise Your Le Petit Salon des Créateurs—Grenoble, France Glasses!” and “Uncensored Visions Since 1979,” floating above the l.a.Eyeworks logo, which has been modified to add a decorative “40.” L.A.- based artist Nina Palomba designed the placard artwork, and graphic designer Mike Fink created the logo. Window messaging has been Al Roker’s electric blue Dom Vetro frames went viral earlier this year, ahead of Pan- a staple for l.a.Eyeworks since l.a.Eyeworks Melrose—Los Angeles, Calif. tone’s announcement. Image via Al Roker on Instagram. the beginning—in fact, their namesake stores have never featured eyewear displays in their windows, just window messaging. The brand’s first ever windows read “Changing the Face. Facing the Change.” Brent Zerger, director of com- munications at l.a.Eyeworks Eye Look Optical—Portsmouth, N.H. said, “We call it ‘the original Twitter feed.’ We have always regarded our window slogans as an opportunity to share who we are versus what we offer for sale.” Valley Optical Eyewear in Hillside, New Jersey, featured these classic blue MCM frames Here’s a look at some stores both in the U.S. and international that are on their Instagram. Image via Valley Optical Eyewear on Instagram. sharing l.a.Eyeworks’ 40th anniversary graphics. n More To keep up with all the news and features from The Independent Eye newsletter, go the landing page at MARCH 2020 www.visionmonday.com/business/the-independent-eye 64 COVER TOPIC Biz Tactics Tips for unpacking and implementing your business tool box. 3 Tips for Making Your Business Look Inviting Many people spend just as much time at work as SmallBizDaily Specializes they do in their homes. Therefore, your office space in Tips for Keeping Small should be inviting and comfortable. This also ap- Businesses in the Game plies to clients, volunteers, and other visitors who may frequent your office building. The more invit- NEW YORK—SmallBizDaily is an excellent resource ing your busi- for independents who are looking for “ideas, in- ness looks, the sights, information and inspiration for entrepre- more business neurs,” according to the company’s tagline. Informa- you will attract, tion on sales and marketing, technology, startups, whether you management, money and other retail trends for regularly en- small businesses are available via SmallBizDaily. tertain clients com. Co-founders Rieva Lesonsky and Maria Val- or just need to accommodate employees. Making dez Haubrich, formerly of Entrepreneur Magazine, your business inviting encourages employees and combine their decades of experience reading and clients to feel comfortable there, which will increase writing about entrepreneurship enabling the duo to their trust in you and your services. For helpful tips share their unique take on the world of small busi- to make your business look inviting go to smallbi- ness. Here are a few examples of features that can zdaily.com/3-tips-making-business-look-inviting/ for help independents run a profitable and efficient design strategies. business with an eye toward growth. How Much Does It Cost to Start a Business? 4 Ways Artificial Intelligence Will Impact Sales So, you’re an aspiring entrepreneur with a killer As we enter a new decade, businesses are increas- business idea and plen- ingly turning to artificial intelligence (AI) to improve ty of hustle. You know promote businesses of all sizes and types as it operations, specifically in sales. According to Gart- you’ve got the skills and is increasingly connecting with today’s customers. ner, 37 percent of organizations have implement- the ambition to succeed. Omnicore posts, “Video has quickly become one ed some form of AI. It You might even have found the right business part- of the most popular types of content on the in- is quickly moving from ner. All you need is some start-up cash. But … how ternet. And it’s not hard to understand why. Video a foreign concept to a much? How much will it really cost to start your excites and engages people like few other types of must-have for business- business and keep it running while you build your content, whether they’re consuming entertainment, es wanting to remain revenue stream? You can consult surveys and cen- news, sports or branded messaging. competitive. According to sus data to get an idea of the “average” cost to “Video has the power to bring people togeth- a 2019 survey by Dresner start a small business, but your start-up doesn’t er, to engage and teach them, to create cultural Advisory Services, mar- have to be average. You need a budget for your conversations. That’s why savvy digital marketers keting and sales prioritize AI more than any other business. Here’s how to make one: smallbizdaily. know video is a crucial component of a broad con- department. There is enormous potential for AI to com/how-much-does-cost-start-business/ tent strategy. Blog posts, social media and white continue to grow in sales. We have already begun papers are all well and good, but if the current to see it drive more empowerment for sales, but it trends hold up, the future of marketing, and maybe is only beginning. 2020 is going to be a massive Press Play: Why The Future Is Video the internet itself, will be video. year for companies looking to start their journey NEW YORK—The digital experts at Omnicore, an “Today’s marketer is already catching on to the with AI in sales. Businesses that make AI part of award-winning health care digital marketing agen- need for video, and with this infographic, we’ll ex- their selling process will gain incredible advantages cy, has pulled together some compelling info and plore why those who haven’t embraced video should over their competition. statistics about the growing influence of video to want to do so soon or risk being left behind.”n More @VisionMonday Facebook.com/VisionMonday MARCH 2020 VISIONMONDAY.COM 66 COVER TOPIC Indie-GRAM Getting social about the business of eyewear and eyecare. InSight Opticians in Washington D.C. Last October, Oprah stopped by InSight Opticians in Washington, D.C. According to O Magazine, Oprah first discovered InSight through a recommendation from her makeup artist Derrick Rutledge, and has been visiting opticians Yolanda James and Tony Byers for years now. On this visit, she struggled to pick between two Götti pairs (we’ve all been there!), and shared her dilemma on Instagram. Smart Eye Care Center in Maine The team at Smart Eye Care Center in Maine created vision boards together to celebrate 2020. Image via Smart Eye Care Center on Instagram. n More The Independent Eye, Vision Monday’s newest e-newsletter, is issued twice a month.