Emma Hutchinson’s colourful eyewear store brings curated contemporary frames to…everybody!
At age 15, Emma Hutchinson, owner of My Glasses Shop in Poulton, worked as a Saturday girl in a quaint local independent opticians, later progressing to a job in one of the largest surfacing and glazing facilities in the UK. “I fell into optics and I have ended up doing a bit of everything,” she told Eyestylist. “After mastering the skill set and gaining the knowledge of this process, I set off on the road meeting opticians up and down the UK as a representative. A practice I visited on the route then offered me the lucky opportunity to join the ABDO Dispensing Optician course alongside working in a beautiful design-led practice in Lytham. After 16 years working for other people, a life encounter gave me the harsh reminder that life is too short. It was at this stage in my career, I decided to open a glasses shop of my own, My Glasses Shop.”
Hutchinson has designed and curated the store with a unique personality and individual style – the furniture is particularly fun, as are the art objects. She claims that she started out without any particular style of store in mind, and that it grew as she developed it. ” We dived in head first without any concept in mind. What I do know is that I wanted a store that was approachable and that EVERYBODY, no matter what their budget, prescription or style, felt comfortable enough with that they could walk in and feel welcomed wholeheartedly.” Above: the interior features a huge African metal giraffe by Pangea Sculptures
The store’s bold colours on white walls and simple white display areas with straight lines and flat uncluttered surfaces where the frame designs are out on show, keep the emphasis on the individuality of style and design details of the frames – with a nod to the artist Mondrian. “Following a trip to Amsterdam and Berlin, we settled on a casual, welcoming art space where frames would be the art that we showcased! A love of all things Bauhaus and De Stijl became a reality in the store!”
The style of the interior and furniture derives from the 1930’s. “It is still very much relevant today and lends itself to presenting our products in a clear and simple way without a sterile or overly clinical atmosphere,” Emma explains. “I craved the Belgian brand theo from opening, and with their new POP ART collection by Tim Van Steenbergen and theo designer Serge Bracké, I found inspiration in Roy Lichtenstein!”
Choosing the collections based on customer demographics, the shop currently offers a mix of optical frames and sunglasses reflecting current trends and looks…by theo, Zegna, BOZ, Nike and Struktur Eyewear, to name a few. “I don’t intend for us to educate anyone on what they should and shouldn’t wear. I am also not precious about licensed or branded products as opposed to niche artisan frames, either. If it fits well, the client feels good about themselves and looks fabulous, then I am happy. If I like a frame or brand, me and my team (myself, my life partner and brother) will showcase it and get behind it fully. With this in mind we only buy a collection in depth and run with it. I’ve found if you are confident enough to have a broad representation of the products in the range and actively promote it, it works!”
“We do not require a frame range to be a certain price point before considering it. We love to sell to lovely, gracious people therefore I refuse to oversell on lenses and all our dispenses are prescription appropriate. I opt not to upsell with open-ended questions to inflate dispenses, but to offer the best to the customer, at an ethical price and this has led to a loyal client base, who continue to return for multiple pairs building their eyewear wardrobe, and supporting me on my adventure! “
The store attracts a clientele made up of “all types of wonderful people from all walks of life”. “Some are well known,” Emma says. “Along with several influencers, our dispenses have been seen on the BAFTA’s red carpet and in the Royal Box at WImbledon. We can also throw in a couple of indie rock god’s for good measure – but we won’t say too much!”
Asked about the photos of the Pomapoo we spotted on Instagram, Emma said the store welcomes pets, any time! “Due to the fact we do not refract or offer clinical services, we have an open door policy. All are welcome including our four legged patrons! We also have Baloo, our 5 year old Pomapoo on staff to offer a helping paw during busy periods.”
My Glasses Shop, 10 Tithebarn Street, Poulton-le-Fylde, FY6 7BX Find out more at www.myglassesshop.co.uk