When we say the words entrepreneur or startup, the mind conjures thoughts of innovative iPhone apps and new, high-tech services that we didn’t even know we needed. But once in a while, we come across a startup whose innovation lies in revolutionising how things are done in a traditional industry. Craft beers in British pubs, restored antique watches, packaged iced tea – these are some of the examples. Another one is glasses – the ubiquitous but often ignored accessory that’s available in every high street in the UK.
Why would someone want to create a startup in this industry? From independent opticians to vast retail chains like Specsavers and Boots, it is a highly competitive field. And then there’s Luxottica, the industry behemoth that owns or produces most eyewear labels.
But Sid Sethi saw an opportunity hiding in plain sight. He was in his last semester at the University of Manchester when he broke his last pair of spectacles, 3 days before his final exams. After going through various high street stores at the Manchester Centre City Centre, he realised how difficult it is to buy a decent pair of glasses. After finally buying one for £150, he had to wait for a week to receive them. But apart from the prices and turnaround time, it was the browsing experience that made him hatch this idea.
“In most of the stores, I felt like I was entering a dentist’s clinic. Decent, fashionable glasses cost well above £150-200. And they would be placed behind the counters, so you would hesitate to try them on and see how they felt. The posters would advertise science-y features like “freeform lenses”, “reflex vision” and whatnot. The whole experience felt like you were purchasing a medical device and not something that’s probably the most intimate accessory that you can own.”
The story is quite relatable. That’s how the journey is for most people – it starts when they notice they have been getting frequent headaches or having trouble reading the signs on the road. But the writing on the wall is clear – time to get glasses. Whether it is the distant vision or near, it is hardly an attractive proposition. For years we have been led to believe that glasses are “uncool”, “nerdy” or plain boring.
“This is what I want to change about the industry. The very perception of glasses. They are the first thing that people notice about you; they are a wonderful accessory that helps you express your personality. And if people have different shoes and watches for every occasion and purpose – why not glasses,” says Sid.
The science and art of sight
Sid started the journey soon after his ordeal. After researching the industry in detail and visiting factories in China, he participated in the Albert Gubay Awards. His winning business pitch got him a free retail unit at one of Manchester’s town centres. But the start wasn’t as smooth as he had hoped. The shop was located in the rundown part of the mall, with limited footfall. But the local brand’s unique features and thoughtful customer service soon made it a well-known name in the community. With an e-commerce website, it was able to promote its glasses outside Manchester as well.
It’s a common practice in retail chains to offer protective coatings at marked-up prices. Specscart on the other hand provides free anti-glare, anti-UV and anti-scratch coatings with all its frames. To showcase their range of trendy glasses, they started a free Try at Home program, wherein customers could try any 4 glasses at their home for 7 days. These innovations and initiatives won them the Venture Further Award in 2018, which enabled Specscart to open a lab in Manchester, with one of the largest stockpiles of lenses in the UK. It is now known for free 24 hr dispatch, where they deliver even prescription glasses the very next day to customers in the UK.
“With these initiatives, I aim to solve the problems I encountered when I was looking for glasses myself that day – price, quality, time and user experience. Through simple yet creative solutions in our stores and on the e-commerce portal, we try to make the experience as easy as possible for customers. Apart from this, I also observed during Specscart’s initial days that there wasn’t a lot of focus on eye care. People would get an eye test only when facing a problem, although the NHS recommends once every two years for adults. That is why we also started free eye tests across all age groups,” says Sid.
4 years since its start, Specscart is now making a name outside the UK as well. Its e-commerce website gets orders from as far as the Falkland Islands and Malaysia. It has 2 physical stores in Manchester and is investing in more stores. Its constant expansion shows us that even a regular accessory like glasses holds so much scope for investors and entrepreneurs.
Author: I’m Jaylin: Guest post service planner of Leelija and full time blogger. Favorite things include my camera, traveling, caring my fitness, food and my fashion. Email id: editor@leelija.com
