She said people never fit into just one of the styles – they are often a combination of two or three . |
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That ' s one way to increase multipair sales . |
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Buchanan has a boutique collection of about 350 to 450 frames . It includes styles by Canadian designers , like Mehran Baghaie of Spectacle Eyeworks , as well as boutique companies from Italy , Denmark and France . |
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She also works with top lens manufacturing labs to create custom lenses for her clients . |
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After graduating , she worked for about eight years at traditional , bricks-and-mortar optical companies , including big box retailers .
“ I eventually got to a point where I just didn ' t like being an optician anymore and I wasn ' t sure what I was going to do ,” she said .
Buchanan took an image course “ just for fun ” and soon discovered that there ' s a whole process involved in properly styling people .
She decided to swap careers and train to become an image consultant , starting her own company in 1997 .
Buchanan said a few months in , she met with a client who loved her new wardrobe but noticed that her eyewear style also needed a boost .
It was a light-bulb moment , Buchanan said .
That prompted her to add eyewear options to her image consulting business , bringing a dozen or so frames on consignment to appointments .
But she soon realized that all of the referred clients she was seeing were people who had spotted and admired her clients ' eyewear .
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So Buchanan decided to become an image consultant for eyewear , focusing on fitting people with eyewear to match their clothing , style , personality and business image .
She said one of the unique aspects of her business is she can completely focus on each client for their entire appointment .
People never fit into just one of the styles – they are often a combination of two or three . She takes the time to go through a spec style assessment with each person .
Buchanan developed and trademarked the “ 5 Spec Styles ,” a unique process of eyewear styling based on the client ' s personality and clothing style .
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Buchanan said COVID-19 forced her to switch to virtual eyewear styling about three weeks into the pandemic .
Now , about a quarter of her visits are done virtually and it ' s something she plans to continue after the pandemic is over .
“ Not only am I continuing it , but it ' s thriving . I now virtually style people globally . So I have a whole platform now just for that global market ,” she said .
Buchanan said she ' s developed a niche market , with many repeat customers . Word-of-mouth is still her best advertising tool .
She said being an eyewear styling consultant is a fun way to work as an optician .
“ To be more of a stylist and create that experience for clients is really exciting . I think that ' s what feeds my soul . It ' s one thing to make a living , but when you can actually have fun doing what you do , it ' s an added bonus .” OP
More information about Buchanan
can be found at perceptionseyewear .
com and bespectacular . com .
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PHOTOGRAPHY BY LANE DORSEY . |
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20 OPTICAL PRISM | November 2021 |