Tura celebrates its 75th anniversary by relaunching the Tura brand with new eyewear styles and marketing materials that incorporate its American design sensibility with handcrafted details and a heritage of innovation. The remastered brand includes men’s and women’s ophthalmic and sun styles in acetate and metal, and is presented in subgroups: Intricates, Infinity, Elements, Mosaic, Simply Tura, Lotus and Brilliance. While each category appeals to a different consumer, all pieces blend Tura’s impeccable craftsmanship, distinctive jewelry-inspired details such as genuine crystals, enamel inlays and textured patterns, graceful lines and American style.

Photographed by Black Box Studios

PHILOSOPHY: “While the Tura brand has evolved over 75 years, we remain committed to designing quality eyewear that’s fashionable and distinctive in a way that enhances individual style,” says Tura president and CEO Scott Sennett. “The best way to celebrate our heritage is to reinvigorate our signature collection. This refreshed brand identity reflects Tura’s timeless, yet innovative product design in a manner that’s relevant to today’s dispenser and consumer.”

MARKETING: To support the relaunch, Tura has developed a multifaceted marketing campaign with a revamped logo in the shape of an eye and new brand colors that reflect gemstones: turquoise, pearl, aquamarine and carbon. Merchandising materials include a four-place display, poster, two countercards, logo plaque, fabric banner and oversized cleaning cloths for in-shop use.

PRICE POINT: $$ to $$$$$

CONTACT: For additional information, contact Tura, (800) 242-8872; website: tura.com

Tura was founded in 1938 by Monroe Levoy as The House of Levoy, a dispensary on Madison Avenue. Believing eyewear is a fashion accessory, Levoy promoted the concept of wardrobing frames to match color schemes in clothing, thus revolutionizing the industry. Today Tura employs more than 200 people in North America. Its portfolio includes Bogner, Brendel, Geoffrey Beene, crush, Humphrey’s, Lulu Guinness, oio, Ted Baker, TITANflex and Tura.