PRODUCT PROFILE
New Relyks model Lancelot
Clarity of vision At Eyewear Direct, we are really pleased that our value-led proposition has been well received in the independent optical market, writes Brett Waugh
W
Timeless styling and premium materials: all-new Relyks eyewear
ith a growing number of NEG member customers each month, we aim to ensure that the quality of all our frames and sunglasses is as high as possible. This enables our independent optician partners the opportunity to deliver a better product at a better price to their patients. We have grown substantially in the last two years, meaning we have been able to introduce more collections and additional new frames. We now have six brands on offer: Ashton Riley, Hook LDN, Bloc, Invu, New Balance and Relyks. With a wide range of price points and a comprehensive coverage of styling, we have frames for all practices. Total clarity is our company mantra; sharing more information with customers enabling them to make well informed decisions on their frame offering. This partnership approach has led to a much wider level of dialogue with customers,
26 Vision Now April 2022
New Relyks model Geraint
feeding back directly into the creation of new frames. We always welcome ideas and feedback, as our objective is to create great products that practitioners can dispense with pride and confidence. LEGENDARY STYLING Relyks is an entirely new collection launching this month, offering timeless styling combined with premium materials and precision manufacturing. Relyks is incredibly wearable and delivers a quality of frames normally reserved for much higher priced frames. Premium acetate, titanium, rivet hinges, patterned cores, branded metal
end caps all feature – brought together with an exceptional finish. The collection delivers exceptional quality and styling at a very accessible price. Created with a vision to produce wonderful quality frames for patients who value attention to detail, quality and timeless style, Relyks offers subtle yet iconic detailing that sets the collection apart from its peers. Quality rarely seen at this price point, with styles designed to fit beautifully, means patients will enjoy wearing their Relyks frames. As a family business, we have once again looked to the family to create our new brand name. Relyks is the reverse of my daughter’s name, Skyler. Using the most famous relic of all, the holy grail, in our logo references the enduring nature of the designs. This has been carried through onto the metal end tips. Proud to be British, the initial launch of 20 acetate and titanium frames has been named after the great British legend of Camelot: Arthur, Lancelot, Guinevere, Excalibur and so on. All frames are available in two colours. Continuing the theme of British legends, our next release of premium wooden frames with adjustable acetate temple tips has been named after the myth that was Robin Hood. Six styles will be available, each in two colours. OUT ON THE TOWN Ashton Riley delivers quality acetate, stainless steel and titanium frames providing all-day style so the wearer can move seamlessly from work to play. Recently added titanium rimless and semi-rimless frames have been a huge success, providing great value for money. Designed in and inspired by the UK, all the frames take their names from towns and cities around the country, like bestsellers Cardiff, Oxford and Newtownabbey. New styles and colours are added all the time, meaning there is always something new. Ashton Riley Compact frames are designed to fit a smaller face, without having to compromise on style or quality. Appealing to teenagers and adults alike, these frames deliver the high quality expected from the Ashton Riley brand.
