You believe in it the most, and YOU will be the reason it succeeds. The owner (you) are your own best face of the brand. None of it generated enough of a return to pay for its cost. We’ve spent another $100,000+ on marketing gurus and trade shows. I would like to convey this message… we have spent hundreds of thousands of dollars on ‘professional’ sales reps. She is very relatable, and she is passionate about our brand. Tell us about IVI Vision – what should we know?Īny shoutouts? Who else deserves credit in this story – who has played a meaningful role? Once the customer puts a frame on and looks through the lenses, they are immediately sold on IVI.Īlright – so let’s talk business. IVI only uses Zeiss sun lenses in our sun line. Most people know him for his multiple Academy Awards for lens technology or his brilliant quality camera lenses. Zeiss lenses are optically perfect and made to the most exacting standards in the eyewear industry. We made the frame out of Monel, a very lightweight nickel alloy that feels unbelievable to wear.Īnother aspect of our brand is that we use only Italian Carl Zeiss lenses. We created a custom, spring loaded, temple arm that looks like a rocket. We were able to make some really unique aspects of this frame. It’s a 58mm aviator, which is the most popular size for an aviator. We named it after the Mercury space program. The boutique and specialty eyewear market affords IVI much more latitude to create something that differs from the standard eyewear on the market today. But to accomplish that, it meant turning the ship in a different direction. We felt the styles he created were much better suited to a boutique market. Our sun line designer, Jerome Mage, is a world-renowned eyewear designer. The action sports industry has been on a steady sales decline for years, so after my wife (Alison) and I acquired IVI, we determined that IVI’s proper place in the eyewear space is in the lifestyle segment. IVI was started as an action sports-centric brand. Oh my gosh, NO! Our experience has been the classic story of the struggles of brand building. Overall, has it been relatively smooth? If not, what were some of the struggles along the way? IVI sunglasses are unique yet, wearable and timeless.All IVI sunglasses are prescription friendly.These same lenses are found in Chrome Hearts brand eyewear costing upwards of $2,000. They provide 100% UVA, UVB and Blue light protection with precise clarity. The Carl Zeiss lenses are ultra-premium, impact resistant and optically pure.The foundation for the IVI product line: distinctive, innovative handcrafted designs made from premium materials such as Italian acetates from Mazzucchelli 1849, aerospace grade aluminum and industry defining lenses from Carl Zeiss.IVI Vision is a premium independent eyewear brand that is designed in California and handcrafted in Italy. So, before we jump into specific questions about the practice, why don’t you give our readers a few quick bullet points about you and your story. Today we’d like to introduce you to Patrick Moriarty.
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