“There is one frame that really makes your heart beat”

Independent eyewear brand Kirk & Kirk brought a dazzling array of colourful eyewear to 100% Optical (1–3 March), made from the brand’s own K-Light material.

Jason Kirk, CEO of Kirk& Kirk, explained: "We developed the material because we wanted to have something that was chunky and looked voluminous, but at the same time was really light.”

“Because we create our own materials, we’re not dictated to by the big players, so we can create our own colours, our own combinations of colour, that nobody else has,” he said.

Showcasing the K-Light material was a key focus during 100% Optical, with Kirk explaining: “It’s really important to bring independent practices something new so that they can differentiate themselves from their competitors.”

Kirk shone a spotlight on the new ‘Kat’ frame in a bright blue-green colour called ‘Lagoon.’

He shared: “I can show you 50 frames that you’ll look great in, but there is one frame that really makes your heart beat. There is one frame that you really enjoy wearing and that is the right one. You probably won’t even need to look in the mirror to feel that it’s the right frame for you.”

Considering advice for practices curating ranges of frames, Kirk noted the influence of the current economic environment on consumers.

“When the economy is difficult, people need something really special to give them the desire to get new glasses. It’s important to look for brands that have got a story, apart from just a product,” he said.

The brands should communicate well and support the practices, he noted.

Kirk shared: “If I had an independent practice myself, I would have fewer brands but going deeper into them, so you can really tell the story and show confidence to the consumer.”