Page 11 - Envision November-December 2020

Cover Story

C ONSUMER NEEDS

C A SE S T UD Y :
Nada Vuksic’s

WAY FORWARD

ada Vuksic, optican and owner of two Bruce Eyewear locations in Vancouver,
shows no sign of losing her passion for the eyewear business, despite the
Npandemic.
Demonstrating superb business dexterity, Vuksic used the shutdown period to
enhance her online presence, including the ability to fit and sell online. Her experience
makes clear that this is not a simple way forward. “I have done virtual fittings and
tried things on my own face for clients so they can get a good look at the colour and
design. The process is labour-intensive and challenging, and shipping can be expensive.
Having said that, we do sell from the site, and to customers all over the world.”

The online store gives value to the shopping experience for those who don’t know
anything about Bruce Eyewear products, while allowing existing customers to browse
and see what’s new. The website also serves to pre-screen clients before they come in.
“We get a photo of them, learn about their personal style and what they are looking
for that may be different than what they are currently wearing. Then they make an
appointment, and we are prepared with a curated selection of frames for them to try
on.”
Vuksic believes passionately in supporting independent designers. She points out
that, “they are struggling because of the pandemic, along with the rest of us. Their
collections are largely unseen: the international trade shows have been shuttered and
because their reps are unable to visit, we can’t experience first-hand the fit and feel of
new pieces. The multinational companies will always be there, but independents don’t
have deep pockets for advertising.”

The fashion side of optical has become too closely aligned with fashion calendars of
the apparel industry, says Vuksic. “Designers are being forced into an unrealistic and
highly stressful emphasis on the new. Our clients don’t need that: they want to be
supported in finding their own personal style as an expression of who they are. As I see
it, we have a responsibility to sustain each other and our industry in times like this. So
instead of looking for who is new, and what is coming next, let’s look at what is right
here, right now, waiting to be explored and curated. As an independent, I am deeply
invested in independent creators and their collections. And collectively concerned for
our survival.” n
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