framed
Putting Patients First
By Denis Langlois Q. What kind of clientele does your store service?
Mark Trudell says his The Walkerville
Optical shop in Windsor, Ont., puts people
before profits, which he says is one of the
benefits of owning an independent store. A. It’s pretty eclectic as far as age. Most of my patients are looking for
frames that are unique and that are better quality than what every-
body else carries. They tend to appreciate what I’m doing; not just in
terms of how the store is curated, but also the level of personalized
service I provide.
“I feel that if I put my patients and my
professional integrity first, everything else
should fall into line,” he says. “I don’t feel
you do this when you’re always thinking
about volume and profitability.”
Trudell is the sole owner and employee at
his shop, which opened in July 2015. He says
after graduating high school, he decided to
study communications in university in
hopes of landing a career associated with
music. But, after two years, he decided it
wasn’t a right fit.
“A family friend owned his own optical and
I thought ‘Hey, now that’s kind of cool,” so
I applied to Georgian College and became a
registered optician,” he says.
After working in the industry since 2001, he
decided to make a go of it on his own. Trudell
recently spoke with Optical Prism about
his shop.
30 EYE FOCUS | August Digital 2017
Q. What brands does your store carry?
A. I try to carry frames from independent companies with great
stories. I love working with SALT, Oliver Goldsmith, Vinylize.
They make great frames, but are also real people. I can get ahold of
the owners and designers and speak directly with them when I have
questions. I geek out about the stories behind the brands and what
they are doing. I try to pass this on to my patients and if they don’t
appreciate my knowledge, they at least appreciate my passion.
Q. What kind of marketing tools do you use?
Advertising is difficult. It’s difficult to transmit what I do in a small
print ad or in a 30-second radio spot, not to mention very expensive.
I’m also a niche, so it’s tough to hit that demographic through tradi-
tional advertising. People are skeptical of ads anyway, so I rely heavily
on word of mouth and Facebook reviews.
Q. What are some benefits of operating an independent outlet?
A. I do really love the product that I carry. Offering independents
brings in a whole new world as far as quality. And it’s great to have
that confidence and belief in what you’re selling. But honestly, the
biggest benefit is that I can really keep a handle on quality of service.
I don’t have to put profits first. I don’t have to sell certain items. I can
be 100% honest with patients about what I think will work well for them.
I can take the time with them that they deserve and help them find
out what their needs are.