mieyewear
Top Selling
Frames for
Over 40s
Paul Taylor
Let’s face it, once you reach a certain age, the years no longer matter. Whether you’d prefer to forget the year you were born, or you simply can’t remember, you just want to look as fab as you can – and so do your patients.
Fortunately, for some years now, fashion designers have been embracing the opportunity to create clothing and accessories for the over 40s that celebrate style, with colours and shapes that are at once forgiving and invigorating.
WRITER Melanie Kell
Many of your over 40s will be entering presbyopia or living with it, making prescription spectacles and sunglasses a priority for every waking hour.
While some will be resentful of this change, others will embrace the opportunity to experiment with new looks.
However, as time goes on, and they realise it’s no longer possible to function without vision correction, the excitement that initially came with choosing a frame begins to wane.
To keep your patients happily in frames, you need to offer them options that not only make them look amazing, but are lightweight, comfortable, well-fitting, and durable. Frames that are easily adjustable will make their wearing hours – and your practice life – easier. Sturdy hinges will help ensure longevity of their purchase, as will accessories such as stylish chains, well-designed cases, and effective cleaning cloths.
With more disposable income and an increasing reliance on glasses for a variety of activities, this is the perfect demographic to offer a second (or third) pair. Recommending prescription sunglasses with their optical glasses is a no brainer, and frames fitted with photochromatic lenses will certainly make life easier as they move from the indoors to outside in the day-to-day of their active lifestyle. Contact lenses sold in conjunction with a pair of prescription glasses will expand their options even further, providing an opportunity to change their look according to mood or activity.
COLOUR AND STYLE
As we age, we often become more circumspect about our look, preferring to dial back the colour and style rather than push forward. For some, this might be understandable – perhaps their face shape, or hair colour doesn’t look great with a bold or bright frame. But that doesn’t mean they should miss the opportunity to try something new.
Taking the time to talk with your patients about their lifestyle, preferred tones, and styles, then encouraging them to experiment with new patterns, colours and stronger shapes, could present the boost they need for their confidence.
Some will desire the freedom to try on new frame shapes alone, while others will want you to stand by and provide honest feedback. Many will want to take time to consider their purchase, especially if they’re venturing into new territory. Having an instant camera on hand to take photos of them wearing alternate frames, or taking a photo and emailing it to them will enable this to happen. Armed with a photo, they can show their partner or family and friends. Even if they don’t break out and choose something entirely new, at least you will have built a bond and enabled them to have some fun (hopefully you’ll enjoy the time too).
LURE THEM IN
The front window of your practice is your poster. It creates the call to action that attracts and drives your target market in.
During the late 70s and 80s, Barbara McReynolds and Gai Gherardi, the founders of l.a.Eyeworks, used their store window in Los Angeles, California, to post political messages that attracted their target market – messages that would encourage them to “stop looking and to start seeing”.
As they say, “Retail store windows… are a messaging platform to invoke conversations about vision, culture, social equality, freedom of expression, and sometimes, the power of a really good pun.”
Laibach and York
So, who is your target market and what messaging are you going to use to attract them?
If you’re working to attract a more mature market, consider creating an eye-catching background of landscape photographs or paintings, in front of which you can place your frames. It’s highly likely that there’s a local artist in your area that would seize the opportunity to be cross promoted – making their works available free of charge for a period of time in return for the exposure.
Or perhaps, if you’re operating in a politically green suburb, you might like to show you also care about the environment, with posters or statements as a background to sustainable frames.
A brightly coloured or wildly shaped frame sitting alone on a display will catch attention. Even if it’s too ‘out there’ to be purchased by the majority of your target market, it might just bring new patients in and encourage them to try something new.
Take a look at the collection of frames we’ve curated for mature buyers on the following pages, and be sure to talk strategy with your frame reps.
“ A brightly coloured or wildly shaped frame sitting alone on a display will catch attention ”
Marchon
Comfort, design, and style are important features when a mature consumer is choosing an optical frame. This autumn, Marchon is proud to introduce the Paul Smith eyewear collection. This carefully designed collection is made from the highest quality materials, with exquisite attention to detail and respect for traditional craftsmanship. In keeping with Paul’s ‘classic with a twist’ styling, they will make your patients feel their best, at any age.
Contact: Marchon (AUS) 1800 251 025
The Elusive Miss Lou
More than any other time in human history, we have the power to choose how to represent ourselves. The Elusive Miss Lou’s goal is to be a small step on your journey. Stand out and be proud with a collection from The Elusive Miss Lou in your practice.
Contact: The Elusive Miss Lou (AUS) 0414 908 841
Paul Taylor
The modish Kay design flaunts eye-catching colours, from big and bright to soft and elegant... it’s ever so chic!
Inspired by the magic of the 80s, this frame was designed for a long-time supporter and stockist of the Paul Taylor brand in Melbourne, Victoria.
Kay is available in 12 scintillating colours and is pictured here with a transparent watermelon front and a hint of ruby in the tortoiseshell temples. It’s made in Japan with German hinge components.
Visit: paultaylor.com.au
Rodenstock
Rodenstock frames are renowned for their modern, minimalist styling, and technical performance. The German brand’s innovative strength and forward-looking technologies are embodied in the almost weightless Ultimate Lightness collection. Perfect adaptability and maximum wearing comfort are achieved thanks to high-quality, pure titanium.
Contact: De Rigo (AUS) 02 9428 1500
Polaroid
Polaroid paves the way for sustainability within the eyewear industry, combining its patented technology with eco-friendly manufacturing to blend style, comfort, and sustainability in every pair. Since 2021, all new Polaroid optical styles have been made with only bio-based and recycled materials, leading the way towards a brighter future in eyewear.
Contact: Safilo (AUS) 02 9540 0555
Laibach and York
Founded in Slovenia in 2013, Laibach and York creates eyewear from opaque and transparent acetates in fresh shapes that are incredibly comfortable to wear. The Capital Collection offers timeless designs with modern silhouettes in numerous colour combinations including ‘limited edition’ rare and ultra rare colours. Handmade in small batches to ensure the highest quality.
Contact: Rialto Eyewear (AUS) 0416 952 291
Sea2See
Levante is a man’s rectangular frame shape with big proportions. Available in several colours, including matt black/grey and matt Havana, the frame has flex hinges for improved comfort.
Visit: sea2see.com
l.a.Eyeworks
Always on the cutting edge of material exploration, l.a.Eyeworks introduces a stunning new series of rippled titanium frames. A feat of custom-sculpting in pure titanium, vertical ribs on the exterior and interior sides of the frame create a tactile surface that is both structural and stylish. The precision of the ripples adds intrigue and dimension to the silhouette, inviting a play of light and shadow across a refined palette of colours in glossy, matte, and satin finishes.
Contact: ProOptics (AUS) 02 8007 6041
Stepper Eyewear
Discover the style and innovation of Stepper Eyewear frames that seamlessly integrate practical design with cutting-edge technology. Entirely modern and effortlessly elegant, with Stepper Eyewear your patients will discover the perfect fit and upgrade their life through the lens of easy sophistication.
Contact: Optique Line (AUS) 03 9853 0796
Nine Eyewear
Danish brand Nine Eyewear embodies lightweight, minimalist frames crafted by Japanese artisans in premium materials. At its core is Japanese titanium, reflecting a vision for a quality-driven, comfortable collection. Each frame, regardless of shape, weighs a mere nine grams, inspiring the brand’s name. With a commitment to natural durability and skilled craftsmanship, Nine Eyewear ensures high comfort and quality.
Visit: nine-eyewear.com
Guess
This new elegant fabric chain adds style and personality to the frames in Guess’s latest collection. Decorated with the G Cube motif, inspired by the ‘Colours of Life’ clothing line, it is available in different nuances and can be colour-coordinated with the lenses of the sunglasses and the iconic metal G embellishing on the temples.
Contact: Marcolin (AUS) 02 8456 0946
Woodys Eyewear
Created in 2013 to break stereotypes, Woodys Eyewear is designed for those with unique style and character. The Woodys team, based in Barcelona, is inspired to create exciting frames by the latest trends. The team also aims to create environmentally friendly eyewear, from design, to manufacture and end of life.
Contact: Frames Etcetera (AUS) 08 9248 1882
Jukurrpa Designs
Ensuring there is a frame to fit every face, Jukurrpa Designs is now manufacturing petite-size frames based on artwork from Aboriginal artist Selma Napangardi Gibson from Warlukurlangu Artists of Yuendumu. Made with Italian Mazzucchelli M49 biodegradable acetate, OBE German spring hinges with biodegradable demo lenses, temple sleeve, and with a frame bag, this stunning frame is sure to attract attention.
Visit: eyesabove.com.au