Today we’d like to introduce you to Alex Feldman.
Hi Alex, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My parents stumbled into the eyewear industry and opened up a small shop in San Francisco, where I spent much of my childhood learning opticianry early on. I started managing the shop when I was in my twenties, became a licensed optician, and after college more formally took things over, creating a very specific store experience. I developed a specialized approach for customers looking for eyewear through what we call “eyewear styling.” Our opticians and stylists are actively involved in selecting frames for each customer based on their face shape, lifestyle, and prescription (if needed). And, we’ve created a warm experience through vibrant music, a pet-friendly environment, and where it started in SF, staple features like a Ducati motorcycle in one storefront and a piano in the other. We became known locally for curating the finest eyewear brands from around the world, pairing them with top of the line eyewear lens technology.
After working on the sales floor for over a decade styling thousands of people, I found a gap in the high-end market and launched small “PD” (pupillary distance) eyewear. Styles were specifically designed for those with narrow-fit faces, giving adults freedom from being stuck buying children’s frames, among other pieces under my new brand, Alexander Daas.
I was lucky in that a few of my personal high-profile clientele wore them early on at popular awards shows and mainstream television, which kicked off my wholesale division at a national level. On a personal level, I introduced Alexander Daas to my family and friends at my wedding in Cabo where we gave each guest a pair of sunglasses. That was a very special moment for me.
As Alexander Daas started to grow, I knew it was time to expand my retail presence. I had always dreamed of having shops along the California coast, which led me to Los Angeles where I now have a location in Larchmont Village near Hancock Park. This shop is near and dear to me because we have the opportunity to work with and get inspired by some of the most influential on and off screen talent in the Hollywood industry, whether we’re working directly with locals, stylists, or prop masters. The neighborhood feels very similar to that of San Francisco, a quaint community, warm merchants, and the perfect place to get brunch and go for a stroll. You know how some places just feel like home? Larchmont is that home.
I also recently opened a shop in San Diego’s Beachtown of Del Mar, ironically known as a destination Hollywood’s elite used to retreat to years ago. We just completed a full renovation and created a space reflective of being near the beach. It’s light, airy and has a coastal flair.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
If all entrepreneurs thought the road would include so many bumps, I think many wouldn’t even attempt to start their own company. But through all those moments, I’ve found silver linings and learnings that have helped me grow as a person and with my team.
One of my most memorable struggles was when we played with very bold messaging in our advertising years ago. It certainly drew attention from others and riled up a smaller group of people. You can’t please them all, right? And we’re bringing back the wit this coming year, with our clothing line “Squinting is for Assholes™.”
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We specialize in bringing a curation of the finest quality sunglasses and eyeglasses to each of our local communities and fitting customers in the best lenses based on their specific needs with our highly skilled eyewear stylists and opticians.
Since there are so many specialists in optics, here’s a quick lay of the land:
There are ophthalmologists who are eye surgeons, optometrists who are eye doctors (providing you with your prescription), and then opticians who are nationally licensed, registered with their state’s Medical Board, and stay apprised through continued education on the best lens technology and advancements in eyewear.
Opticians are trained to help you select eyewear and determine the best lenses based on your prescription and what you’ll use them for daily. Filling the prescriptions written by Optometrists and Ophthalmologists, I’ve always thought of us as the pharmacists of the vision world.
Each of our stores features opticians who are trained in both medical and aesthetics so they can style you, determine and fulfill your prescription (ensuring the frames you’re styled in can best accommodate the lens type), and dispense frames to you, making sure they fit properly and comfortably, too.
We also aim to go above and beyond in helping people learn more about quality eyewear, the latest advancements in lens technology, and proper eyewear care to ensure your eyewear can live on for as long as possible. That means not wearing your frames on your head or in your shirt, which can lead to stretching and scratching. I actually designed a unisex Alexander Daas eyewear chain to solve for this, which features our brand crest as a pendant that provides a secure place to hang your glasses.
Can you talk to us about how you think about risk?
For me, it’s about balancing risk and making sure each choice is calculated, forecasting the worst-case scenarios and planning for the best. But at the end of the day, it doesn’t make you less nervous to take risks, and it’s never black and white. There’s always a blurry line. That’s part of the fun, right?!
But yes, I’ve spent a night or many thinking about the risks I’m taking and what will happen, for better or for worse. But at the end of the day, you have to take risks or you’ll lose opportunities that could be life-altering.
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