Norman Childs Eyewear presents its Vintage Collection, consisting of 14 acetate styles. “Although we offer an excellent choice of brands in our locations, one out of three of our customers buys a Norman Childs frame,” says Norman Childs, optical retailer. “Some customers buy my frames because of the advertising campaign; and some for the styling and quality. But I think the real reason is that I put a twist on vintage with modifications in the shapes and colors that separates us from everyone else.” All of the frames are also available as sunglasses, and 95 percent are equipped with polarized lenses with an AR backside coating. Additionally 95 percent of the frames are made in California.

Photographed by Black Box Studios

PHILOSOPHY: As an optical retailer for 35 years, I understand the needs and especially the wants of our customers. I’ve always been a fan of eyewear from the ’50s, ’60s and ’70s, even before it was in vogue. So it was that much easier for me to produce our product. I believe what you see when you look closely at my collection besides the styling and coloring is passion,” says Norman Childs.

MARKETING: Lifestyle images from a current ad campaign featuring employees at the Norman Childs retail locations are spotlighted on billboards, countercards and logo plaques. Each frame is packaged in a black satiny slip-in case with a blue interior and matching cleaning cloth.

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CONTACT: For additional information, contact Norman Childs Eyewear, (412) 537-6964;

In 1979, after three years of working in large optical centers, Norman Childs opened his first Eyetique shop in Pittsburgh’s Squirrel Hill. Today he has 13 stores in the greater Pittsburgh area, 11 under the Eyetique name and two under Three Guys Optical. Expansion plans continue.