Jimmy Fairly, designs and assembles all of its products in France, foregoes traditional retail channels and instead sells directly to shoppers.
“It’s high fashion eyewear without middlemen, which makes it possible to retain the eyewear quality for just £99,” said Chartier. The service includes a free eye test as well as prescription lenses. (…) The brand is also taking cues from experiential lifestyle concept stores, with its interiors designed to resemble one of a luxury brand rather than an eyewear store, according to co-founder and managing director Sacha Bostoni. “There’s a lot of colour materials, special music and fragrance — it’s not only about glasses, but having a lifestyle experience.”