Optician About Town

In the bustling and busy world of optical shows and grand exhibitions, there’s a new trend on the horizon, a hidden gem that reflects a different kind of charm and allure.

The Extraordinary Italian Eyewear Event breaks away from the grandiose optical shows, and while I am a regular attendee of the big exhibitions, this type of event offers a refreshing change. It’s one that resonates with the essence of what I do for my clients in my optical, which is an elevated and personalized optical experience.

Set at the 101 in Seattle, located in the heart of the eclectic downtown neighborhood of Pioneer Square. The space was brightly lit with ample natural light (even on a grey rainy pacific northwest day), with high ceilings and combination of red and white brick walls, creating a great environment to view the details of the eyewear. Stepping into this space felt more similar to walking into an independent optical shop, one with character. Where every vendor table feels inviting to walk up to and each frame, and conversation holds significance.

The more intimate venue, and smaller scale, with less vendors gave me the opportunity to spend more time exploring each of the collections. When I was engaging with sales reps the interactions transcended the transactional, seeming far more genuine. I had the opportunity to have insightful conversations about the nuances of frame craftsmanship and design intent. I didn’t feel rushed and could spend as much time as I needed with each vendor.  Not having to adhere to an appointment schedule was such a new and relaxing feeling. 

The vendors in attendance are not ones I have seen at the larger shows. For some it was their first time out of Italy. For me encountering new eyewear brands I haven’t seen before is akin to discovering a trove of hidden treasures.

I took my time, meticulously looking at all the frames in each collection, which allowed me to establish a thorough understanding of the brands identity, quality, comfort, and aesthetics. The Extraordinary Italian Eyewear intimate setting facilitated an authentic evaluation process, one that enabled me to curate a selection that aligns seamlessly with my optical shop clientele’s preferences.

I love eyewear trend spotting. It is exciting and such an essential part of my role as an Optical shop owner and Optical writer. I feel that there is no better place to do this than at an optical show. It is such an organic process within the environment. Through careful observance I can find the threads of shapes, color’s and materials that are just beginning to materialize. This immersive exposure to evolving styles helps me stay ahead of the curve and away from the average, letting me curate an ever-evolving eyestyle collection in my optical shop.

Above all, what I feel makes the Extraordinary Italian Eyewear Event special is it mirrors the personal, hands-on, and relaxed experience that clients seek in independent optical shops. It’s not just about showcasing eyewear; it’s about replicating the essence of customer interactions, fostering an environment where attendee’s feel valued and understood.

I hope that smaller shows such as the Extraordinary Italian Eyewear Event come to your city or somewhere you want to travel to (what a great excuse for a few nights in a new city). It isn’t just a frame show; it’s a testament to the transformative power of change in the optical industry. Events like this bridges the gap between the grandeur of industry events like Vision Expo, MIDO and Silmo to create an intimate, customer-centric experience. It’s a celebration of craftsmanship, innovation, and relationship.

This was an event that has left  a lasting impression on me, much like finding the perfect new eyewear collection.

*Special thanks to Mikki Collins of ROWT Magazine for capturing and sharing these images of the event for the post.