Courtesy Saratoga Business Journal
By Susan Elise Campbell
Frameology is reaching its one-year milestone as an optical shop for “people who love eyewear and want to stand out,” said co-owner and on-site optician Amanda Twohig, LDO.
Twohig has been in the business of fitting clients with frames or contact lenses for 25 years. Her father was an ophthalmologist in Utica and she worked in his office growing up, she said.
“I met Stacey Daniel through the industry,” said Twohig. “Daniel owns two Frameology shops in Syracuse where I worked before relocating to Saratoga about a year ago.”
Her family still resides in western New York and her husband’s is in Massachusetts. She said, “Saratoga is in between, and we have always loved it here.”
Soon she told Daniel, “we need Frameology in this community.” A new partnership was formed.
“Frameology sells high quality, high fashion brands of eyeglass frames that have unique DNA as to bold colors and distinctive shapes,” Twohig said.
She shopped for space on Broadway among its boutiques and special shops but settled on 426 Maple Avenue for the store’s location. The ample parking, extra interior space, and beautiful natural lighting at Maple Avenue influenced the business co-owner’s final decision, she said.
“When purchasing this kind of eyewear, it may take two to four visits,” she said. “Often clients want their family members of friends to come in and we give them the space and time to see their selection before committing.”
“Frames start at $300 and can cost up to $800, which is an investment,” Twohig said. Some frames are hand-made or hand-painted or made out of unusual but sustainable materials. All are the products of independent manufacturers, so clients purchase “a fashion statement rather than a conveyor belt accessory.”
“The optical word is in the control of big insurance businesses that own frame companies,” she said. “That is why eyeglasses generally all look the same.”
Clients often tell Twohig that they “hate picking out eyeglasses, but have to.”
“We have fun finding something that speaks to them,” she said.
Twohig said that she has always enjoyed “the luxury side of the business.” Luxury eyewear is higher priced for a reason: they are made differently and last longer.
“Lower quality frames can lose their shape and become ill-fitting,” she said.
Mass-produced frames are injection molded, whereas the European manufacturers featured at Frameology start with a block of acetate and carve out the frames. This is why they hold their shape, she said.
“Our frames last forever,” she said.
The combination of quality materials and the hands-on way they are manufactured, painted and polished add craftsmanship and make luxury eyewear “luxe,” said Twohig.
Personalized service at Frameology means sharing expertise with every client and making sure they are getting the best fit from a flattering frame, according to Twohig.
“I like to allow people to try on frames on their own, but also make suggestions,” she said.
Frame options of their choice may be too big or the lenses are not spaced correctly for their eyes, or the bridge may be ill-fitting, she said.
“The fact is, most people don’t know what’s best. With their glasses are off, they can’t see what they are doing,” said Twohig. “So our clients rely on their optician to help them.”
“It’s not only about fitting a pair of glasses, but also about making people feel good,” she said.
Frameology does not do eye exams or accept vision insurance, so Twohig has more time to spend on clients rather than on paperwork. However, she will fill out and send in a claim for reimbursement to clients.
“They can also purchase frames from us and have an in-network company do the lenses,” she said. “They can easily contact the insurance company in advance so they know what to expect. There’s nothing to be scared of.”
This business model also allows Frameology to offer a very wide selection of frame options from all over the world.
“We have all of the optical industry at our disposal,” said Twohig. These can come from Italy, Belgium, France, Spain, Japan, Denmark, or anywhere where quality products are crafted.
Twohig said she has been “brought to tears by the amount of support” she has been getting in Saratoga and “loves the feeling of being a small business owner.”
“The sense of community here warms my heart,” she said. “It’s like nothing I have experienced before.”
Twohig may be announcing a one-year anniversary celebration event through her client newsletter, the Saratoga Chamber’s social media page, and Frameology Saratoga Facebook and Instagram posts.
She is also hosting a small collection of two trending brands at her shop on September 19th.
“It will be fun to come in, meet the reps, and take a look at their newest styles,” said Twohig.
Learn more at frameologyoptical.com.