framed
An ‘Eye Deal’
Business
By Denis Langlois
Q. What are some of the benefits of operating
an independent outlet?
A. There are many benefits. One that comes to mind is that
we have the freedom to order such a broad range of frames
and lenses. We are not tied down to certain products. I like
being able to try new things that have come available to us in
the industry with little restrictions. If a customer comes in
and asks about a frame they saw while they were away on
vacation, I can explore the option of potentially bringing
that frame or line into the store. It plays to our advantage so
we can offer our customers more choice. I also love the feeling
of contributing to our community and its economy.
Q. Tell us about the brands available at Eye Deal Optical.
Erica Seyler says her Sault Ste. Marie-based Eye Deal
Optical has evolved over the years from a conservative,
budget-friendly eyewear shop into something more.
“We will always offer plenty of those options but
have added more to our arsenal,” she tells Optical
Prism magazine.
“We now offer more new up-and-coming trends and
brands as well as high-quality premium lenses with
the latest technology that are on the market. We
want to make sure we have exactly what our clients
want, whether it be big or small, extravagant or basic.”
Eye Deal Optical first opened in 1995 by optician
Alison Stemp. Seyler, also a licenced optician, came
on board in 2003 and purchased the business when
Stemp retired in 2013. Recently, Seyler talked about
her business and its future with Optical Prism.
30 EYE FOCUS | June Digital 2017
A. We do very well with popular brands such as Ray-Ban,
Coach, Tory Burch and Tom Ford. We are just now starting
to explore some more independent and boutique-style
frames as well. We have been very happy to feature Nikon
digital lenses with much success.
Q. What kind of marketing tools do you use to promote
your business?
We have used print, television, radio, Internet, social media
and a mobile sign, but our biggest and best marketing tool is
100 per cent word of mouth. We pride ourselves on our cus-
tomers referring new business to us. This is one of the ways
we see things come full circle. We have such a great staff and
I attribute so much of our success to that.
Q. Are there any changes or plans for the future for
the store?
A. The store has come a long way over the past 22 years and I
would love nothing more than to see it continue to grow and
flourish. I am very happy with what we have become thus far
and I love that, in a sense, our brand is our people. We have
become who we are because of the generosity of our customers,
the support of our community and the vision and dedication
of our staff.