It is a requirement of the French brand because it does not advertise. Be located on very busy axes of cities so that word of mouth works. Bryan Spicker, the deputy manager of the brand new Jimmy Fairly boutique on rue des Dominicains, has worked in different stores in Nancy’s “golden square” for ten years and measures the extent to which that of Nancy is ideally chosen, unless 100 meters from Place Stanislas.
What strikes the eye above all in this new optical store is that the glasses, sunglasses or sight, from the most stylish to the most classic, are simply placed on shelves, left free to try on when elsewhere they are under glass or behind a latch, i.e. inaccessible without asking the eyewear maker. So inevitably this freedom, it makes you want to enter to try.
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Only three different tariffs
So we realize that the eyewear maker has things to say. On the concept of the brand in particular. It was launched in 2010 by two young French people, it is called Jimmy Fairly in reference to James Dean who was nicknamed Jimmy and the first store opened in 2012 in the very fashionable Marais district in Paris. And that since then, 85 stores in France exclusively distribute these frames designed in the capital and mounted in the Jura with acetate ordered in Italy from Mazzuchelli, the world leader in acetate or Japanese titanium. “Only biocompatible products,” says Bryan.
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Conceptual in the manufacturing process, the glasses are also conceptual in the price range. Only three prices are displayed: timeless models at €99, limited collections at €129 and premium frames at €149. To polarize the glasses of one or the other, it will take 50 €.
“People often spot us by sunglasses, but like any optical store, we obviously offer eyeglasses, an optician is there to take the necessary measurements”. Each shop has a professional on site, it is a condition of opening. Here it is Geoffrey Masson but Bryan has also had special training in physiognomy, in particular which allows him to be the best advice for everyone.
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