letters

By Land and By “E”

DEFINING VALUE

To the editor: If you ever consider buying a Steinway piano, you will find out that this piano is the best buy for its price. According to Forbes, this is one of the best investments, considering the craftsmanship, the quality of the materials used, and the resell value.

But the price tag indicates it is the most expensive piano, and the main reason for getting this instrument is far beyond the instrumental excuse. In fact, 70 percent of Steinway owners don't play piano. Reasons vary, and for many, it's about the prestige of owning something so valuable.

Of course, for eyeglasses, you could say it's different. Why are all the teenagers suddenly running for one brand versus another? Well, marketing triggers choices for one brand over another, and price creates ersatz fame.

A rep came into my store last week to propose a new, well-marketed line with wholesale prices ranging from $130 to $200, and a retail price range of $325 to $500. I couldn't help but tell him to get a grasp of reality: 100 percent made in China!

No offense…but would you go to China for your production just to increase your profitability, without increasing the value? My customers would feel fooled. I choose to serve avant-garde clients who enjoy being the first to discover high quality and can recognize excellence by its craftsmanship and everything which drives them to select this product.

Consider Tom Davies of London, who creates eyewear for the elite. Or even Alain Mikli, whose technique is his signature. Their customers saw the value of the product by the beauty and quality of its craftsmanship.

Lately, I would say my hat is off to Jacques Durand Eyewear, whose line the perfect example of the best value for its price…a Steinway of eyewear.

Valerie Vittu
owner, Margo & Camille Optique,
Philadelphia, Pa.