We’ve all heard it, “If I can get glasses online for $9.00, why should I spend over $500 here with you?” Do you have an answer prepared for that question? Is it factual and comprehensive?

Here is some information for your own piece of mind and for you to share with anyone who may ask you that question.

Frames Have a Big Job To Do

Let’s consider that not only do frames need to look great, but they also need to be comfortable, and most importantly, they need to hold prescription lenses in an exact position and meridian consistently to correct vision as prescribed by the Dr’s specifications. On top of that, quality eyewear should be made to last and to be worn day in and day out for years. (The American consumer wears them for 2.5 years, on average.) My question is if you were to wear one pair of pants day in and day out for over two years, how much would you spend on those pants? You wouldn’t want them to wear out, would you?

What’s in a Frame?

Recently, I was able to take a tour of the Independent Eyewear Manufacturing Facility within Europa Eyewear in Chicago, IL. This is the home of State Eyewear. This tour was hands-down one of the most eye-opening things I’ve ever experienced, and as an Optician who has been to many ophthalmic lens laboratories in the past, this is a big statement. I’ve seen how things are produced in a factory setting and what surprised me was the level of commitment to making an excellent product and how apparent and consistent it is from every one of the talented craftsmen I encountered while at IEM. (By the way, this is how the employees making these frames want to be viewed - as a craftsman - or craftswoman - and it is well deserved when you see the product they create.) I recommend every person who works with frames should make every effort to take this tour, and here’s why; unless you’ve been able to travel to Europe, you likely have never been able to see eyeglass frames being made firsthand, and I must say, it is truly an art.

I had the opportunity to speak with Marc Franchi, the President in charge of Manufacturing at IEM. He shared some facts with me that might open your eyes about the actual manufacturing of quality eyeglass frames. Franchi said “As you can imagine there are a lot of variables to consider, and that affects the amount of physical labor hours that goes into each frame - design, material and tooling set up, just to name a few. An average of 2-3 hrs of hand work goes into each piece. And there are 28 processes in our production and 75 individual steps within those processes. The entire production process takes no less than two weeks per frame. There are also more than 70 hrs of tumbling required for each component of the frame. Our hand polishing process has four separate stages that each frame must progress through. In total more than 40 people touch a component of every frame.”

40 People! That’s right; you heard it! More than 40 people touch a component of every frame! #mindblown! This is only one of the many items that surprised me when it came to how involved frame manufacturing really is. Many of us envision lots of machines and a conveyor belt and frame fronts being punched out of a sheet of material. This is nowhere near how quality frames are made and the fact that each piece takes no less than 2 weeks from start to finish debunks the myth that quality eyewear can be made like fast food in a matter of minutes. But better than all of the facts about how these frames are made, is that now that I’ve seen the process with my own two eyes, I have no problem talking to my patients about how State Eyewear is made and can tell my patient the story about the company and the craftsmen and women who have put so much care into crafting these frames. I’ve seen quality workers, making quality products and I’m proud to offer them at my practice. Telling the story of my experience helps create value to the patient.

Myths Debunked

People are always going to ask questions about things they don’t understand and with the internet showing shockingly low prices of eyewear products, of course they don’t understand. Our job is to educate our patients that they’re not comparing apples to apples as much as those websites would have our patients believe. Mis-information thrives when no one takes the time to set the record straight. Taking the time to educate yourself about how quality frames are made makes it easier to speak to your patients and will help you clearly tell the story of why eyewear costs what it costs, and why there is so much value in well made frames. our patients are constantly bombarded with misinformation. Set yourself apart from other practices with your personal experience and knowledge.


Johnna Dukes, ABOC is currently the owner and operator of an optical boutique, with experience in both the private practice sector as well as the retail chain setting. She has a wide range of experience varying from optical support staff to dispensary management to practice ownership. She lives in Okoboji, Iowa.