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What does it take to keep an optical founded in the 1930s successful for almost a century? Daniel Brunson of Hicks Brunson Eyewear knows it’s about not resting on success! His great, great grandfather founded the original store in Tulsa, Oklahoma, and through each passing generation the optical boutique has found new energy and vision to stay current to the needs and fashion of local eyewear enthusiasts. What’s the secret to their success?
Despite being a mainstay in Tulsa eyewear, when Brunson took charge of Hicks Brunson Eyewear it was in major need of an overhaul. Rebranding was an essential step for future business success. They invested in an extensive remodel (which had its’ own trials and tribulations, like most construction stories), and completely reinvented the company logo.
An avid eyewear lover, and author of an excellent eyewear fashion blog, Brunson’s vision for the new Hicks Brunson Eyewear was to embrace independent, not just luxury, eyewear. That meant investing in brands that told a story that he and his Tulsa customers could connect with.
Brunson Recommends:
- Think about adding new frame lines like finding the missing pieces in a puzzle. What population of your patients is underserved? What story or aesthetic isn’t represented in your current collections?
- Be visible in your community – volunteering and engaging in community service can grow your business in the most rewarding way
- What do brick and mortar opticals have that online retailers don’t? Human interactions! Use that important face time with customers to share the story behind the frame lines you are carrying and why that company is a business worth supporting. Studies show people prefer investing in companies and products that share a message they believe in.
- The best place to shop for new frame lines? Brunson prioritizes attending Vision Expo East to get access to the most interesting and unique independent eyewear lines from around the world!
Want to register for Vision Expo for Free?! As a gift to our listeners, head to www.visionexpoNY.com/defocusmedia to join us at VEE for free!
Want more ideas from Brunson? Get inspired by his excellent use of social media to grow the brand at @hicksbrunson.
