Episode 24: State Optical and Europa’s Frame Pioneer, Scott Shapiro

In this episode of Eyetrepreneur, Scott Shapiro shares how he was able to find success in State Optical and Europa Eyewear. Enjoy!


In This Episode:

[3:31] The family roots of optical.

[8:00] What did Scott do before eyecare?

[10:22] What Europa is, what they do, and how they differentiate themselves in the market.

[15:26] The hardest thing to do within the industry, and how it is necessary for success.

[18:26] How to motivate a sales force to do a good job.

[21:06] Are eyewear events really just a big recruiting ground?

[21:56] The actual manufacturing process of eyewear.

[33:26] Why is the eyewear industry is one of the few that accepts exchanges and returns?

[33:50] How to handle the difficult customers and the crooked customers.

[38:40] What does State Optical mean today?

[48:08] How to shoot the core wire of a frame.

[53:20] How the public reacts to State Optical.

[58:02] Will we all end up online selling direct to consumers?


About Scott Shapiro:

Scott Harris Shapiro grew up in the eyewear industry. His parents founded Europa Eyewear in 1977 and for over 40 years the company has been designing, importing and distributing eyeglasses and sunglasses.

Scott studied journalism in college and spent 10 years on morning radio before finally joining his family’s business.

In 2014 he teamed up with two innovative entrepreneurs to build a first-of-its kind American eyewear factory and produce a new luxury brand called STATE Optical Co. Today he works out of the company’s headquarters just outside of Chicago, IL, but spends a great deal of his time traveling around the country talking to eyecare professionals about the craft of eyewear production.

STATE Optical Co – An Introduction (with Subtitles) from State Optical Co on Vimeo.


Important Links:

Check out State Optical Co and Europa Eyewear.

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