By Paddy Kamen
Monny Nahoum (who insists on being called by his first name) is an art lover extraordinaire. His store – Envision Optical – in the trendy Kitsilano area of Vancouver shows and sells visual art as well as eyewear. One has to visit the store to believe the incredibly eclectic and stimulating environment he has created.
Monny’s background as a fashion photographer and style consultant stands him in good stead when it comes to selecting frames for his clientele. Attention to detail is the hallmark of Monny’s success and his fitting style, for he considers frames to be art for the face.
“Everyone has something interesting about their face, body or sense of personal style that I can use as inspiration when selecting frames,” says Monny. “I like a frame that makes a statement, if the person wants that. I want them to like the frame on their face more than anything. Even if they chose a frame that is less expensive, it doesn’t matter as long as it fits properly and looks good on them. Everyone walks out of my store looking great and that is how I have built my reputation over the years.”
Monny encourages every potential customer to come and sit down with him in the store so that he can learn about the person. “I have to find out what are they are all about. Do they want the frame for work? If so, what kind of work do they do? What is their lifestyle? What are their dreams and how do they want to project their personality? This background information gives me an idea what kind of frames they will be open to. It can take two or three visits, but if the person already knows and trusts me, they often just sit down and let me choose for them.”
If the client is new and comes in wearing an old-style frame,Monny takes it slowly. “I go little by little and slowly we eliminate the pieces that don’t work for them. And I talk about the price range, letting the person know that we can go from the basement to the penthouse and show them different styles in those price ranges.”
Monny’s style is casual, patient and personal. “If I can help them fulfill part of their dream it makes me happy and I know that this approach will bring in new customers. I don’t push people. They come to me and my attitude is ‘let’s work together’.”
