It’s a crazy time out there in the world of optics. Yet underneath the everyday orders, sales and repairs, little stories are being told about new and exciting things to come. About people trying new things and no longer settling for what we are used to in Australian Optics.
W.EYE is a collection of rimless designs, based on and around feedback from Optometrists and Optical dispensers on what they feel is missing from the market, and feel the end consumer needs. Originally a repair solution at Frame Care (Legends!), Australia’s ‘go-to’ for all unusual and difficult repair solutions. It started back in 2013, and still today has the same team of 4 people working away to develop a rather unique collection for independent Optometry practices.
I was lucky enough to get a bit of info from one of the creators of the brand Kyleigh this week.
Kyleigh: “Our main objective when we designed W.EYE was to make a 100% handcrafted and owned Australian product to be sold in Australian Independent Optical Practices.
Peter (another of the 4 original team members) designed a set of jigs that enabled him to craft new parts to replace broken temples and bridges of (current) rimless frames. The parts he handcrafted had a universal fitting system that would fit the existing drill holes in lenses on popular (other) rimless brands.
We originally marketed W.EYE to be different to other ‘invisible’ rimless brands by making our frames neon bright in colour. Our first campaign highlights this – “Bring out your wild colours”. Feedback from both customers and our partners was that they wanted neutral hues as well. So now the collection has two campaigns:
- Eyewear Art – for those wanting to create a unique, colourful and bright piece of art for their face.
- Minimalist Movement – for those wanting an invisible look
Currently the W.EYE collection is stocked in 23 independent practices in Australia, and 2 in Denmark. We also offer our frames on consignment to independent Australian Optometry practices.”
What I love about the W.EYE collection is that they’re actively listening to the people in the industry, and also the end consumer. They’re not trying to create trends or follow fashion, but rather react to what the wearer wants and catering to this. Being technicians that deal with other frame faults, repairs and weaknesses on a day to day basis, they are well aware of design strengths and floors and develop the collection using this knowledge.
The colours in the Eyewear Art collection are vibrant, fun and carry an energy that the wearer can select based on their personal style. The tones in the Minimalist Movement collection are easy to wear, will go with everything, but still have that beautiful, classy finish, creating an air of sophistication with the look and feel of the end product.
To view the entire collection, or to find out more about the W.EYE products, please contact them on the below:
A huge Thank you to Kyleigh for supplying some images, and taking time out of her busy day for this. Also, all of her support of The Eyewear Girl ox