Blog: Vision Express conjures up the perfect fit

Magic tricks are not what you expect from a standard check up at the opticians but that’s what Vision Express did when it waved its wand to find me a pair of glasses that do not make me want to hide in the shadows.

Vision Express, the opticians and glasses retailer, has teamed up with fashion designer Tom Davies to create a bespoke service, which is quite a step-change for the optical industry which offers the frames as sold on the shop floor.  

The initial installation of a TD Tom Davies shop in shop in its Oxford Street store is part of the retailer’s strategy to set its brand apart from more value-led optical retail rivals Specsavers and mid-range Boots Opticians by bolstering its more premium offer.

Made up from 150 frames, the aim of the Tom Davies range is to offer premium glasses that can then be adapted to fit your head and face perfectly. Unlike other opticians, the TD Tom Davies range can change the length of the legs on the glasses, the depth of the eye frames and the width of the frames, there are early plans to offer alterations on the nose bridge in future too. A consultant will also provide advice on the best frames to suit your face and style.

“No single item of accessories has such an impact on your image as glasses,” says Tom as he studies my face, warning me that my overgrown fringe may cause problems to finding the right pair.

As Tom passes me pair after pair, he tells me that colour is the last thing people should decide upon. He said usually shoppers are restricted because the glasses they like in most chains only come in certain colours and they either end up choosing the glasses they like but that don’t fit them, or choosing the glasses that fit them and they don’t like.

The latter sums me up. I am ashamed of my glasses and never wear them.

We sift through frames from the sophisticated to quirky Lady Gaga type glasses to geeky boyfriend glasses and from metal to acetate. Tom says he works off the reaction of the customer and then narrows the type of glasses down from there and as he works he’s like a magician, conjuring up more glasses.

The new shop in shop is a key feature of Vision Express’ new flagship store due to open on Oxford Street on October 12, although offering a pared down format with 40 lines. If the format is successful it is expected to be rolled out to other stores.

Finally, we settle on a pair of geeky glasses with a straight frame, solving the fringe problem. They are then altered to fit my face shape and should be back with me in 4 to 6 weeks.

But the glasses are not cheap, starting at £370 onwards. “Even though they are priced high, they are custom made and the price reflects that. It still represents great value,” Tom explains.

It seems if customers agree Vision Express may definitely have pulled a rabbit out of its hat with the partnership.