A Life Aquatic
Shades of the sea brighten up summer eyewear
by Joanne F. Schell

From top: Gia Twist for Blinde Design by Richard Walker.; Fastback for Salt Optics; Nacre by Lafont; BEC1025 from Bellinger

Summer is the season of bright colors, and this year, designers are taking their cues from an iconic summer landscape—the seaside. Greens and blues in every shade from turquoise to seafoam have been spotted on summer eyewear. Corals and whites are also making an appearance for an extra splash of oceanic color.

"It's a lot about water, liquidity, and tranquility," says Leslie Harrington, ASID, CMG, principal at LH Color in Old Greenwich, Conn. "But these colors are more chromatic, which makes them energizing and refreshing." Harrington adds that marine-life hues reflect the general emotional mood in the world.

"We need to be optimistic about the future and feel as if we can start anew," she says. This trend toward all things aquatic is pervading all areas of life, including home fashion and ready-to-wear, in addition to eyewear and other accessories. "People should not be afraid to invest in eyewear in these colors," Harrington says.

"Right now in my window I have only marine-life colors—light green, yellows, blues," says Sophie Raubiet, boutique manager at Alain Mikli on Madison Avenue in New York. "All the windows on Madison Avenue are designed in those very colors."

"The earth tones were so popular for the last 10 years," says Mary Lou Schatan, owner/optician at Schatan Optical Gallery in Torrance, Calif. "Now it seems like everyone is ready for a change."

BABY BLUE STEPS

"People are constantly coming into the store because of the colors in the window," says Raubiet. "It's not absolutely the color that they buy, but it gets them in the store."

Even though these colors may be popular on the runway and with designers, some people may not be ready to put bright turquoise on their faces. So what's the best way to sell bright hues to the conservative and color shy?

"We sell bright-colored frames as readers or as a second or third pair to balance out a more traditional frame," says Tammie Hudnall, manager/optician of Art of Optiks, a Wayzata, Minn.-based dispensary. "It's less scary for people to buy colors because they already have a minimal-looking frame."

ECPs have also found success with color-lined frames. Hudnall has sold several pairs of black frames with a blue lining to her male clientele. "I call it Peek-A-Boo Blue," she says. "It's passive-aggressive cool. The whole world doesn't see the blue, you show it when you want to."

"A lot of people go for this kind of frame first," says Katie Bulger, manager of Eyetique in Wexford, Pa. "It gives them a splash of color from different angles."

"It's something different from the same piece they have bought every single year," adds Gary Wischstadt, manager/optician for Del Mar, Calif.-based Eyes on Del Mar. "They are getting color, but it's not making such a dramatic statement. It's catches your attention, but it doesn't knock you over."

	From top: Robert LaRoche style RLR S113 for Uniopt; Ted Baker style Hitched for Tura; style Gloss by Sama Eyewear. Below: Tommy Bahama style TB39SA by Altair Eyewear.
	Marc Jacobs style MJ006 for Sàfilo. Below: Style A0312 by Alain Mikli.

Lens tinting is an extremely popular option for Schatan's clients. "We have more than 10,000 tint samples in our dispensary," she says. "We pair those with metal or conservative frames. It makes it much more fun, and it is all custom. One of our best combinations is aqua, brown, and peach tinting."

These subtle colorations are a great selling point for men, who may be more hesitant to wear bright hues.

Hudnall has sold black acetate frames with fashion tints to men for going out in the evening. And Schatan says a bright laminate layered between two conservative colors is also a good way to slowly introduce color to men.

FULL FRONTAL COLOR

To help clients make the leap to a full-color frame, Schatan notes that getting the staff to wear the colors and set an example is very effective.

"The best way to introduce color is to have the opticians wear color," she says. "We wear colored frames in the store, and we put our most colorful frames on display."

"I wear a turquoise pair, and I sell it everyday," adds Bulger.

"The thing to do is to make the client try [the colorful frames] on and see the difference," says Raubiet. "You might have a reaction right away for them to say, 'Oh, no that's not me.' But when they go back to the black glasses, their face looks dark and you tell them they don't want this kind of strong look everyday."

 "I always show [patients], I don't ask," says Bulger. "You never know until you try it on. I ask them about what colors they like to wear. You wouldn't wear the same sweater or the same pair of shoes every day. It should be the same with glasses."

Hudnall changes her sales techniques based on the time of year. "In the winter, I play it up as you need a bit of color for your face," she says. "In the spring, I say you need color to match your spring outfits."

Another great selling point for women is that color can detract from eye wrinkles and dark circles. "Women are much more receptive to bright colors," says Raubiet. "They will go for something a little bit more crazy."

Some of Bulger's male clientele have opted for summer shades, but they are toned down versions of the more feminine brights.

"Men go darker and not as bright," she observes. "I've sold a lot of dark purple, dark blue, and burnt orange, and silvers."

"Men like to choose safe colors," says Raubiet. She often recommends blue frames with a touch of gray, and she also sells a lot of purple frames to her male clientele. "Purple is a hue on your lips," she says. "It's a natural color—not too dark, not too light. When they get compliments they are surprised. They are then ready for more color and more risk."

Join designers this summer and become inspired by the seascape, and swim in tranquil shades of eyewear for everyone.