Melissa Moore, owner of Moore Vision Optical Boutique, wants to be the premier provider of Black-owned eyewear in the Lansing area.
Photo by Devon Major
By Deborah M. Walker
TNCPNEWS
LANSING, MI – Walking into a local optical store, customers are greeted by flashy displays with rows of countless eyeglass frames. Despite their differences in price, shape, and color, there is one similarity these frames have in common; they are not specially made to fit a multitude of faces or a variety of contours. Instead of wearing eyewear that does not adequately fit, Moore Vision Optical Boutique offers a trendy solution.
Working in the optical business for over a decade, many things can be done better, said Melissa Moore, owner of Moore Vision Optical Boutique. An unfilled need in the optical industry is the demand for frames that cater to African American features. In addition to variety, high standards in how the products are made were also a top priority for the entrepreneur.
Moore exclaimed, “I knew I could provide more fashionable, up-to-date frame styles designed primarily by women and people of color. I knew I could make lenses more accurate and faster than traditional optical offices. I knew I could do it better, so I did!”
Being an expert at understanding lens technology, prescription practices, and the optical industry gave Moore insight into the psychology behind wearing glasses. The years spent with customers listening allowed her to realize that there was a niche for glasses that fit properly and were also tailored to suit the particular individual. For Moore, it has always been essential to translate her experience with customers into an enterprising opportunity that would be functional, fashionable, and comfortable.
“Eyeing” the Right Business
According to the Vision Council of America, around 75% of adults worldwide use vision correction products, which include fashion-focused merchandise like sunglasses and trendy frames, contact lenses, glasses, and other corrective devices. Out of those, about 64% wear glasses, which means that over 4 billion adults in the world wear glasses. This number is expected to increase as the global population grows and ages and as more people become aware of the importance of regular eye exams and vision care. The global eyewear market was valued at around 170 billion U.S. dollars in 2022 and is projected to reach nearly 300 billion U.S. dollars by 2029. This growth is also driven by an increase in the prevalence of vision problems, a rise in disposable incomes, and changing consumer preferences.
Moore acts as the liaison between the customer and the eyewear frame manufacturer. She explained that she picks up frame lines from various locations, such as eyewear expos, and then sells them for the eyewear maker on her website. She sells frame lines for the African-American-owned companies, Vontélle and Swav.
Niche Work
Nancey Harris and Tracy Green own Vontélle. The two women recently made history as the first Black female-owned eyeglass business to link up with Nickelodeon, whose parent company is Paramount. By using well-known characters like SpongeBob SquarePants, Baby Shark, and Rugrats, they are exclusively able to produce chic eyewear products for children because of the licensing agreement.
For their accomplishments in business, they were recently featured on The Kelly Clarkson Show. Nancey commented, “We are thrilled to announce our three-year partnership with Paramount. We are proud to be the first African-American women-owned eyewear company to have such a deal.”
Vontélle is committed to creating eyewear that celebrates the African diaspora. Tracy said, “Vontélle was founded to satisfy the demand for better-fitting, vibrant, luxury eyewear designed and handcrafted to pay homage to the African, Caribbean, and Latin diaspora.”
Despite launching during the pandemic, Vontélle has been able to thrive with more people looking towards eyewear as a way to show off their personality during virtual meetings.
Back to Business
Moore said she recently attended Vision Expo East in New York City, where optical business owners and attendees experienced new tech, state-of-the-art lab equipment, and optical supplies. She hoped by attending, she would find companies to expand her frame lines. Specifically, while carrying products made by Black designers like Vontélle, she was looking for an opportunity.
While there, she spoke with the owner of a frame line called Bôhten, based in Nigeria. Bôhten has a local presence across Africa and is committed to promoting environmental sustainability, eye health, and youth employment. They integrate sustainable practices in their operations and products and initiate tree planting programs in Ghana and Kenya to counteract the impact of deforestation, thus enabling customers to align with their values and beliefs.
Business Challenges
Moore started her business in February of 2022 and said the most challenging part about becoming a business owner was securing funding, said Moore. Finding the financing for equipment and purchasing the trade lines proved the biggest challenges for the entrepreneur. Trades lines are a record of activity for any type of credit extended to a borrower and reported to a credit reporting agency.
Having the time to manage and expand the business presented obstacles of its own. In addition to creating and building Moore Vision Optical Boutique, Moore said she works full-time at a law firm. She also attends Lansing Community College, where she is studying Business Management. The busy entrepreneur is also a single parent.
Moore said she does not file insurance claims but can offer itemized invoices. Customers can submit the invoices to their insurance companies for reimbursement. Health Savings Account (HSA) or Flexible Spending Account (FSA) card payments are also accepted. You will receive tax benefits when you use the funds in your FSA and HSA to pay for qualified medical expenditures not covered by your health insurance plan.
For those who would like a payment plan, Moore said she accepts half of the total price when ordering the glasses. And the other half of the payment is due upon receipt of the glasses. From the time the glasses are ordered to when they are delivered to the hands of the customers, the waiting period is about two weeks. The glasses are shipped to Moore from the eyeglass lens manufacturer’s laboratory so she can check them for accuracy and ensure the frames are correct. She also checks the frames for deficiencies and ensures they are well-adjusted.
To add some extra glamor and style, Moore said she also offers colored lenses if requested when the order is placed. She currently does not have lens samples available but is confident that will be a service that she will be able to provide in the future.
Women are Moore’s biggest customer base because she has spent the last year choosing, identifying, and actively selecting brands based on her experience. However, Moore said when she was in New York at the eyewear expo, she wanted specifically to expand her frame lines by shopping for eyewear made for men.
When choosing vendors to work with, Moore said she usually looks at their message, vision statement, and why they got into the business. She said it is essential to understand the reason they are in business.
“I want them to resonate with my mission and vision statement. I want to work with companies that I find valuable as well. I would want the company I work for to mirror that,” said Moore.
Moore Vision Optical Boutique wants to be the premier provider of Black-owned eyewear in the Lansing area. Offering high-end, designer frames, the most up-to-date lens technology, and the personal touch and expertise of trained, experienced opticians.
The Boutique is Unique
The quality of the eyewear offered at Moore Vision Optical Boutique sets the business apart from the competition. Replacing cheap eyeglasses can get expensive, and Moore said she works hard to ensure her customers get what they paid for.
“I try only to pick up frames that are high quality and not mass manufactured. They are all handmade to be of better quality. There is also the added benefit of having the glasses tailored, fitted, and measured to fit the customer’s face. Not all face shapes are the same. Our frames are designed for unique facial features that sometimes create problems fitting traditional eyewear. Our frame lines are among very few designed with all facial features in mind,” explained Moore.
Business is doing well and moving forward faster than expected for Moore Vision Optical Boutique. Currently, Moore is completely mobile and works by appointment only. She meets her clients in their homes, offices, or in neutral locations such as a coffee shop. She expects to have office space soon to simplify the process.
Get Your “Peepers” Checked Annually
Needing glasses and not wearing them can have lasting effects on a person’s quality of vision. Squinting, straining, and blurred vision are some reasons to be concerned about vision issues. Unchecking an individual’s vision could get worse. So it’s essential to schedule yearly eye exams.
Sydney L. Tyson, M.D., M.P.H. is an Ophthalmologist, Cataract & LASIK Surgeon and the Founder of Eye Associates & SurgiCenter which serves the medical, laser, and surgical eye care needs of patients said, “Ignoring the need to wear prescription glasses can cause visual images not to be processed properly. The brain needs a clear image to process retinal images properly; otherwise, it won’t use those images. The eye can develop and look normal, but the images won’t be processed, and vision can potentially be very poor.”
Adults should make sure they are communicating with their children about their eyesight and any difficulties they may have reading. Dr. Tyson further explained that if you have a child under 9 years of age and their prescription is bad enough, it can ultimately affect their vision if they do not wear glasses. As with adults, the brain won’t process images coming from those retinas. This can lead to amblyopia, commonly referred to as “lazy eye.”
Also, “It’s not comfortable,” added Moore. “It causes headaches with eye strain. It can cause things like migraines. People should understand the importance of having a yearly eye exam. Cute glasses are the fun part, but even if you don’t wear corrective vision, it’s important to have a yearly eye exam,” advised Moore.
To contact Moore Vision Optical Boutique, email them at moorevisionoptical@gmail.com. They can also be found on Facebook. Visit the website at www.moorevisionoptical.com.
Tracy Green and Nancey Harris, the founders of Vontélle, the first Black women-owned eyewear company to have established a partnership with Paramount and Nickelodeon.
Photo courtesy of Vontélle
TNCPNEWS staff also contributed to this article
