Evan Kestenbaum, MBA, of Optix Family Eyecare Center in Plainview, NY, added the Judith Leiber frame line to attract more upscale shoppers who will spend over $300 on a pair of frames. The first-year goal was to sell at least one Judith Leiber frame per month—but they sold more than one a week and are adding more luxury frame lines. Keys to success: distinctive merchandising and good word-of-mouth from upscale customers.
