A place to see and be seen
An Optical Galleria mixes art and eyewear— combined with creative public relations campaigns—to paint a picture of small business success
By Karlen McLean, ABOC, NCLC

Niki and Robert Pino's handcrafted dream came true. An Optical Galleria, located in Centreville in rural Queen Anne's County, Md., has been not only a labor of love, but a portrait of profit.

Wedding Niki's talents as a graphic designer to husband Robert's opticianry experience, the couple has created an open, welcoming practice with plenty of light, warm colors, and furniture in wrought iron and wood. That's furniture, not displays. In place of traditional optical frame displays, the Pinos purchased and renovated four armoires for storage and displays. They also purchased four wrought iron baker's racks and put in glass shelving to display eyewear. A bookstand has been arranged in two pieces for additional display.

The store design has immediate impact. In addition to eyewear, a unique array of jewelry, gifts, and accessories are for sale. "Is this an optical store?" is a common refrain from newcomers.

"The design is different and attention-getting, but is also just like walking into your home," Niki says. "People are curious and look around, feeling comfortable."

	An Optical Galleria is a practice with all three Os in the 1,200-square-foot space. Original artwork is in permanent and rotating displays and restored and revamped antique furnishings serve as decorative display areas for frames and accessories

ART DRAWS

In addition to displaying over 600 frames featuring 11 different frame lines, the walls spotlight local artists' work. Staying true to Niki's artistic roots, the couple is active in the local art council and has made their dispensary a functioning exhibit space.

Quarterly exhibits of different artists' work are launched with openings at An Optical Galleria, with the exhibited artist present and wine, cheese, and hors d'oeuvres served.

Another way of blending business practicality and artistic sense is the dispensary's marketing programs. The Pinos have developed an aggressive public relations campaign, starting with simply designed, colorful one-year eye exam reminder postcards sent to the county school system.

"We try to think and act ahead of everyone else. We send these out in the spring because then they stand out. This timing beats the distraction of the back-to-school rush. Postcards hit the mail when parents and teachers are paying more attention, not when families are on vacation," Niki says.

The Pinos also work with the local senior community center. Recently, they sent a postcard to seniors that read, "You give us your insight, now let us give you ours," with a $25 savings certificate. Next, the Pinos plan on mailing out two-year eye exam appointment reminders and focus on more public relations efforts in their community, including working with the local press.

OPTICAL ARTISTRY

With all of its aesthetic considerations, An Optical Galleria remains focused on eyecare. "Eyewear is a unique blend of fashion and function. In eyewear, fashion and function go together hand-in-hand; it's never boring. That's what we try to impart to our customers."

The focus is on satisfying customer's needs, no matter how unusual. Robert is expert in odd eyewear shapes, challenging Rx's, and fitting function in the most fashionable way, like combining tints with designs.

"Our staff's extra, expert care means we have a committed clientele. For example, we have an architect who only wants round frames. Robert took the time to find him what he wanted, and he remains one of our best customers," Niki adds. "People ask where he got his eyewear, and he refers them to us."

The Pinos continually challenge each other to think outside the business box. Recently they started carrying high-quality, ready-made readers.

"Educating customers on the benefits of higher-quality readers and offering them unique reader styles paid off," Niki explains. "By teaching and demonstrating the difference in standard readers and designer readers, we're seeing a profit as we continue to get out word in the community about quality design and better optics."

AN ARTIST'S VIEW

Niki and Robert Pino, at An Optical Galleria, blend her love of art and his love of optical to present a unique environment Niki Pino, a graphic designer, creates most of An Optical Galleria's marketing materials. She also brings an artist's eye not only to the design of the store, but in organizing frame and lens displays and in creative application for tying together optical and art marketing. Some examples: Company tagline: "An Optical Galleria, LLC,— A Unique Optical Experience." This tagline is utilized in all of the practice's marketing pieces to ensure continuity in the messages presented to the public. Artist's cards: These cards are used for the rotating artist's display and event held at the store quarterly. Generally, the text on the cards is as follows. "Featured Artist—Jean Nichols. Jean's innovative use of watercolors brings a richness and vibrancy to her ever-changing artistic style. Jean has studied in Vietnam and Japan under Ota Senei, one of Japan's National Treasures. This Asian influence is reflected in her style, brush strokes, and atmospheric washes. Artist Quote: I love the immediacy and challenge of watercolor. You don't have to go far to paint, because so much is within you." Ad text: Here is an example of advertising text from An Optical Galleria: "An Optical Galleria, LLC, is your local full-service optical boutique, dispensing premium products and providing customers with a wide variety of quality eyewear, specialized eyeglass lenses, contact lenses, and nonprescription sunglasses, made to enhance your physical appearance. An Optical Galleria also offers a unique array of jewelry, gifts, and accessories while promoting the arts throughout our community by featuring the works of area artists." Mission statement: "Together our goal is to serve you. Our mission is to educate and provide you with the very best in family eyecare offering convenient, comprehensive eye exams and optimum customer care."