framed
Quality Over
Quantity
By Denis Langlois
Todd Crichton says offering
quality over quantity was
the motivation behind
opening Spectus Eyewear in
the Kitsilano neighbourhood
of Vancouver, B.C.
“That pivotal decision to
embrace quality in frame
and creating innovative
lens solutions for a specific
client is the reason why
Spectus is still thriving and
growing today,” he says.
“The passion for high-quality,
beautiful frames and the
finest lens choices is shared
by the entire staff.”
Crichton created Spectus
Eyewear in 1994 after recognizing “a niche in
Vancouver’s quality frame selection being
unfulfilled.” He had been a founding partner
in English Bay Eyecare on Denman Street in
the early ‘90s before opening his shop.
“With multiple shops opening on Denman and
competing with a distinctly Asian model based
on volume and price, my path forward was clear.
Quality, not quantity, would be my motivation,”
he says. Recently, Crichton took some time to
discuss his business with Optical Prism.
22 EYE FOCUS February Digital 2018
Q. Tell us about the team at Spectus Eyewear.
A. Team members are a diverse and eclectic bunch whose
education and experience transcend the usual employee
descriptions. Biochemistry, physiology, teaching, jewelry,
goldsmiths, are some of the formal educational experiences
as well as the related industry licences of refracting optician,
contact lens specialist and optician. Accuracy, precision
and details are emphasized throughout the customer
experience as a result of the educational scientific
backgrounds of key employees.
Currently we are welcoming our ninth employee to the
team. She was recruited from outside industry with super
client service and friendly, warm and caring attributes
being the key.
Q. What are the primary brand names your
store features?
A. Lindberg, Lunor, Matsuda, Shamballa, Orgreen and
Face a Face are just a few of the quality luxury brands that
provide value for me and my clients.
Q. What kind of marketing tools do you use?
A. Social media campaign is sole-sourced with optical in-
dustry experience and directed across multiple platforms
including website, Facebook, Twitter, Instagram, Google
and Yelp.
Q. Are there any changes or plans for the future
for the store?
A. The shop is undergoing a facelift that replaces the front
window glass and trim with larger and brighter view access
to the stunning new Lindberg shop-in-shop area and new
bright eco-friendly signage. Increasing the sunglass
cabinetry to emphasize the Spectus brand rather than the
branded individual commercial cases currently being used
will enhance the uniqueness of our Spectus-curated
collection, not the product as a commodity.