Purchasing a new car, a boat or even new jewelry initiates the feeling of luxury. They also can give us a feeling of gratification. Purchasing new eyewear that provides affordable and accessible luxury can have the same effect. When luxurious eyewear sits front and center on our face and is made with quality materials and craftsmanship, we begin to feel better about ourselves. Identifying the four components of luxury is integral to any successful optical department.

First, identify the kind of frames that convey luxury that you would like to deliver to your patients. It may be the types of materials, craftsmanship (design, texture, embellishment or color), or selection of brands with these attributes, along with a variety of price ranges that impress patients with the kinds of accessible luxuries that are included.

Second, provide accessibility to your patients. This means that your office provides enough samples to display and try on in a comfortable setting with good lighting and mirrors. Keep in mind that ambiance, elegance; politeness and courtesy coincide with purchasing eyewear and creating a feeling of luxury.

Third, merchandise your inventory and its availability by constructing a Facebook page for your optical department and the luxury brands you carry. All customers that "like" the page can be offered preferred pricing. If they refer five friends, provide them an additional markdown in price. Create a Twitter account and ask to "follow" your customers. For all that allow you to do so, offer them additional cleaning kits, further preferred pricing on additional pairs like sunglasses and computer or reading eyewear.

Ensure that all customers' e-mail addresses are on file. Send any updates on new luxury frame lines you are carrying and advertise any special deals you are currently running (month/ seasonal, etc.). Invite customers to attend a trunk show, which are always quite enjoyable. Hire a caterer to serve hors d'oeuvres, play soft music and create a suitable atmosphere for purchasing luxury eyewear. Invite frame reps to display and educate your clients on all aspects of why their line is deluxe. Add excitement by asking a frame designer to attend and mingle with the guests and answer questions. Providing a luxurious atmosphere appropriately coincides with displaying and selling luxurious eyewear.

Make your customers feel special. For all who purchase eyewear that particular evening, offer other incentives for additional eyewear or upgrade them to the most premium AR at standard AR pricing.

Fourth, stay current on trends; it's critical. Attend trade shows like Vision Expo to stay current on all aspects of the industry and meet and greet old and new vendors alike. Subscribe to all optical industry publications and display them in your optical department for your patients to read as well as for yourself.