Optician India

In the ever-evolving world of fashion and personal style, eyewear plays a pivotal role, not just in enhancing vision but also in making a bold fashion statement. We have the privilege of delving into the world of eyewear and personal image with Ms. Angelica Pagnelli, a book writer, and a distinguished eyewear image consultant. In her latest book, Image consulting in optics, Ms. Angelica delves into the intricate relationship between eyewear and personal image, offering invaluable insights into the art of selecting the perfect frames to complement one’s unique features, style, and personality.

Join us as we journey into the captivating world of eyewear fashion with Ms Angelica, a true visionary in the field, who has made it her mission to empower individuals through the transformative power of the perfect pair of glasses!

Q1. Can you tell us about your journey from being an eyewear image consultant to becoming a book writer ? What inspired this transition?

A1. I think that what really inspired me was simply a need, which I felt after many years of working in the optical market as a support where I usually inspire opticians to introduce style recommendations during sales. So, it was really the time not only to be more authoritative for my followers and fans but also for optical centres. It is very important to revive the concepts and the content in eyewear. If you have a guide, in the form of a book teaching the art of sales, one can understand better how to suggest choices to people all the while building a relationship with them. So that's why I think that for a professional working with such a big expertise in the market, it is very important to write a book, because what really inspires me is always a specific need. So when I can catch the need from someone, and I know that I can give a big support for sure, that's time to change something and to fix something.

Q2. Your latest book focuses at large on the selling aspect in optical centres. How do you approach the challenge of selling eyewear in an optical centre, considering the diverse needs and preferences of customers?

A2. First of all, what is really a priority is the active listening. So I usually say to my sellers, to the sales team in the optical centre, that it is really important to listen because sometimes we are used to listening only for all the ophthalmic needs, but not on style. Both these aspects are equally important.

So I usually try to ask some questions like: What do you do in your life? How do you consider glasses? What is your culture? Why don't you like glasses? Did you like the glasses that you were wearing until now? and so on.. So this is very helpful : this method flows into a winning approach. It helps you to develop loyal clients, understanding their needs and their preferences. It is another way to enter deeper into the life of people but really to show that you are interested not in selling but really to create a very different image using glasses as non verbal communication.

Q3. How do you address common objections or concerns customers may have when selecting eyewear, such as price, comfort, or durability?

A3. This is the real luxury of consultation. Not just listening, but also stopping, thinking and then reacting to objections in the proper way. The most professional way to reject objections and to lead people on the right way is to let them understand the value of services, the value of products. So what really counts is the positive approach, because you always need to promote the culture and the values during the approach with your client. I usually say to my clients and opticians, please don't be stressed about selling, okay? Your aim should be to analyse what is the right approach in the market: inspiring is always more effective than selling. If you are inspired you will invite your client to come back more and more times.

Q4. What advice do you have for optical centre staff in terms of building strong, long-term relationships with customers and encouraging repeat business?

A4. The secret is following customers not only during sales but also before and after. You should let them understand that you are working on an individual, not just selling. No, you are creating a new image or you are restyling the image because each one of us changes something in life. So for example, at the moment I can suggest a certain pair of glasses because maybe you have another job or you changed your life because now you are married, you have children and so on and in the future something can change. If you see your clients, if you meet your client only for that purchase, it is not enough.

I usually suggest the opticians to profile clients, people addicted to brands that they like, for example, when the collections are in store you can invite them to try it on. They may not buy it at the moment but they will remember the service that you are providing. It is so engaging! Involvement for customers is the best way to transform them into loyal clients, creating long standing relationships.

Q5. What you said also is important in the case of local business owners, as the online market is on the boom and the local retailers have to reinvent selling techniques. How do you think the Indian market can benefit from this?

A5. Yes, the culture is different in India. India is very well known in the rest of Europe and all over the world as a very, a double-souled country, and has buyers for luxury, premium as well as standard brands. You have people that have a very high culture of fashion and also people that are not very interested in it. So you have to align the culture because people deserve the same attention and it is important to profile and to understand who your customers are. You need to have a very deep knowledge of your clients. This is the way to become a winning retailer.

Q6. Your book touches on the intersection of eyewear, personality, and professional success. How can one's choice of eyewear influence their career and personal brand?

A6. Everything influences the career and also the personal growth because each one of us today is a brand. As you know, after the pandemic we can say that many people are involved in creating content on social media. They are talking about their lives, about their interests and so on. So personality is really more important than fashion, shapes or colors. I usually analyze the personality, the style, the occasions of life and then everything is very well blended because you need to understand why you are wearing those glasses at that moment For example, if you have a square face and you have a very authoritative job, I can say, okay, during your normal life you have to contrast your face with something very soft. But if you have a very authoritative meeting with very important people and you need to appear as an artist and be very strong and very powerful, we can emphasise with a very square pair of glasses. So, if you know the purpose you can shape the personality according to the need.

Q7. Are there any eyewear trends or innovations you're particularly excited about for the upcoming seasons?

A7. I think that for now there are many many trends in the market. So we know that sustainability is very important, but for 2024, what is really interesting for me is the new approach of designers. They are taking into consideration the art. So we have creative expressions and not just glasses. We have something that is strongly connected with the artist. So artistic expression will characterize all the collections over next year for the upcoming season. Creative design involving color play and also many abstract patterns is something to lookout for. Glasses will be considered for the upcoming season as an accessory to impress. It will be communication through glasses and sunglasses. The future is encrusted materials, that you will see and say, “What are those?” So something really to shock!

Q8. For those who are new to the world of eyewear, what are the essential factors they should consider when selecting their first pair of stylish eyeglasses or sunglasses?

A8. Yes, first of all it is very cool for me. I usually have a look at your face and I can see what is really beautiful and what can I hide more. So I usually can say, OK, you have a very classic look because I can see from the black suit and also you are very minimal and elegant. So I need some brands that really represent you but also some shapes that are really minimal and classy. The proportions are important because we have to divide the face into 2 equal parts when you suggest glasses.

Q9. Finally, what's next for you in your writing and consulting career? Any upcoming projects or goals you'd like to share with our readers?

A9. Okay, first of all, after the Italian version I was ready with the English version. That's why we are sharing this interview because this is a very international approach. Next book maybe can be on objections and on approach in sales explained with like a role play in a book. So, one can easily practice it during the sales. I have many topics I usually share with the optical market because as you know, I'm a trainer. But, the real change for me for the future is that now I am a brand and also designers need my output in creating a collection. I will share with you a big new still top secret and for sure you will love it!