framed
A LOVE
AFFAIR
WITH
FRAMES
By Denis Langlois
Deborah Moulton says she has had
a love affair with eyeglasses since
she received her first pair of shades
at age six.
A second-generation optician -
her father and teacher Harry being
the first - Moulton has 38 years of
experience in the industry.
That includes the past 10 years as
owner of Moulton Optical, a premier
eyewear boutique in Dartmouth,
Nova Scotia.
Moulton says matching frames to
prescriptions to faces continues
to be her passion.
“After all, the eyeglasses we wear
are the first impression. Human
nature is to connect with the eyes;
the first thing they see are their
eyes then whatever happens to be
framing them,” she says.
Recently, Optical Prism magazine
spoke with Moulton about her
business in eastern Canada.
40 Optical Prism | January 2018
Q. Please tell us about the frames available at Moulton Optical and
a bit about your clientele.
A. My protégé frame consultant Sheena Moir and I hand-pick the entire
selection of 500 frames, which is constantly changing as we only sell one
ophthalmic frame of each style; we do repeat sunglasses. The frames
are not selected so much by brands as bought specifically for quality, fit,
shape and colour. My theory is if you have to wear them, they have to
be flattering. We work with eye colour, skin tone and face shape. My cli-
entele are early-20s to late-90s, scattered across Canada. They are fun,
open and appreciative of quality and customer service. I’m very lucky.
Q. What kind of marketing tools do you use?
A. Over the last 10 years I’ve done local shows, health, retail, fashion,
etc, for branding. I have a Curiosity Shop within Moulton Optical carrying
anything from accessories to a permanent jigsaw puzzle swap. As we’re
in a freestanding location, this allows the clientele to come in, without
feeling pressured to buy. They remember us (first impressions are
everything ) and come back for our personalized service and smiles.
Location and word-of-mouth seem to be my greatest referral. I have a
customer appreciation program. After the 10th referral purchase, the
client gets a free pair of eyeglasses. We ask every customer how they
happened upon us and record the referrals in our client’s file. Then send
our client a thank-you card.
Q. What are some of the benefits of operating an independent outlet?
A. Being an independent is challenging. I’ve been burnt by frame
companies, overcharged by labs, it’s been quite a ride. The inventory is
kept to a select six companies, first criteria quality, secondly not carried
locally or online. Labs are kept to two, again for quality.