Creation of Dioptics - Risks, challenges and overcoming obstacles
We first established Dioptics in 1980 and, after a ten year hiatus, relaunched it in 1994. Diane and I opened our first store during the ‘recession we had to have’.
With the goal to create an establishment catering specifically to the high-end market, we chose a small 26msquare shopfront in the Mid City Centre for Dioptics Mark 2 – a move involving considerable risk.
As our range of products increased so did our client base and word started to spread about the quality and service we offered.
The next challenge was expansion: how to accommodate a growing and demanding client base in an environment reflecting the quality and vision of Dioptics
We made another high risk decision - to move to a non-retail first floor studio. Rather than affording clients the freedom to ‘drop in’ as they were walking by, the journey up the stairs to the studio required a greater commitment. However, the Studio offered a spacious, welcoming and stylish environment – a space where the client feels special and pampered.
Entrepreneurial Drive – role of creativity in a successful company
Optical dispensers sell glasses – a fairly simple, familiar and uninspiring concept. Dioptics has aimed to be unique and innovative. From the beginning, clients consider us as stylists and suppliers of a unique look they can’t get elsewhere.
At the time of Dioptics’ establishment, all high-end optical dispensers in Sydney carried the same, predictable brands: Ray Ban, Gucci, Armani.
We knew there was a gap at the top end for exclusive, stylish frames without familiar brands emblazoned all over them. We set out to source innovative product ourselves– a quest that took us to the USA, Europe and Asia in search of the style and quality we envisioned for our clients. We bought from exclusive designers and exclusive ranges. We took a huge leap of faith when we first started investing in innovative ranges by designers completely unknown in Australia.
The role of creativity in a successful company
At Dioptics, we have developed an event-based retail model. Our quarterly events “Trunk Shows”, have become a highlight in the Dioptics client’s calendar.
We also hold events for executive women at the studio, which becomes the 21st century equivalent of the salon – a gathering of intelligent, like-minded people.
In order to keep the Dioptics studio fresh and lively, we’re always looking for new approaches to communicate with clients. This year, we created a blog and asked our clients to take a pair of travelling spectacles (named ‘Doris and Dave’) with them on holidays and photograph them in unusual locations. The photos are then posted on the blog with an annual award for the best photograph.
Creativity is integral to the development of a small business in order to sustain its growth; this process requires the proprietors to be open to new ideas and approaches.
Tips for budding entrepreneurs and innovators
It sounds like a cliché, but the key tip we can offer is ‘flexibility’ – be more creative and have no boundaries. Dioptics takes risks with its collections, which are edgy and unknown to local clientele, to keep ahead of the times.
At the same time, in encouraging your clients, it is necessary to be aware of their boundaries to the extent of recognising how far you can take them out of their box.
Lastly, enjoy the process and your business!
Christine and Diane
Dioptics
