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GRO Launches to Reclaim the Definition of Luxury Eyewear
Something always gets lost when a product is mass-produced.
With Chinese factories engaging conveyor belts and a cookie-cutter approach to creating 80 million pieces of eyewear annually, the results are less about distinction and personalization and more about efficient production. But luxury has never been about efficiency. And in this, GRO, a new luxury eyewear collection, designed in San Francisco and handmade in Italy, stands out amongst the many luxury eyewear brands with designer names and Chinese manufacturing. The process of creating GRO eyewear starts with the intuitive and technical understanding of a design team that lives, breathes and dreams eyewear daily as opticians in a 40-year-old optical boutique store. The creation process culminates with production using the finest materials available in the eyewear industry by a team of Italian artisans who adhere to the strictest definition of luxury manufacturing. To examine the fine craftsmanship and functionality of a GRO frame is to understand why it commands a luxury price.
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PRODUCTION
GRO is produced in an Italian factory, where every section of the frame is cut, assembled and polished by the hands of dedicated eyewear artisans. Edges are faceted with a distinguished three-dimensional style that speaks to a detail only hand manipulation can achieve. Colors blend carefully to produce a majestic kaleidoscope of color effects to suit any style demands. And because each frame is hand produced, no two frames ever carry the exact same cut or color pattern. GRO is personalization at its most luxurious. GRO frames are durable, with a high gloss and transparency engineered through exclusive use of organic Mazzucchelli (mat-su-keli) acetate, the best zyl known to eyewear manufacturing. Mazzucchelli acetate consists primarily of organic, renewable cotton fiber and wood pulp, yielding frames that feel more natural to the touch than other acetates.
The procedure for creating GRO eyewear can take upwards of sixty days or more, as artisans labor over the process of turning pulverized cotton flakes into a transparent paste, which is then fed continuously into rollers to create raw acetate sheets of a desired thickness. Next comes hand application of organic colored powder on acetone sheets, followed by perfect blending with yet another encounter with rollers.
Sheets of varying colors are then chopped into small cubes and again processed through rollers to fabricate a new patterned sheet. Sheets are pressed together to create a solid acetate cube, which is sliced into new sheets of desired thickness and made ready for the next production process. Yet this next step may take weeks or months to begin as the most durable acetate requires time to cure. Lenses are made with optically grounded CR-39, providing lightweight comfort with superior optical clarity and 100% UVA/UVB protection. Premium coated lenses feature gradient and flash mirror with a matching backside anti-reflective and scratch resistant topcoat. The finished result is eyewear that is hypoallergenic, lightweight, and resistant to distortion and warping, even after many years. Because of the arduous hand production process, GRO frames can be buffed back into their original luster after years of ownership.
For more information: The Lilian Raji Agency // (646) 789-4427 ext 701 // gro@lmrpr.com
DESIGN Yet GRO’s high quality manufacturing isn’t the only thing that separates the luxury eyewear line from other designer brands. GRO is also the creation of a design team with a combined 150 years’ experience within the optical industry.
GRO “grew” out of the 40-year-old Rims & Goggles of Marin optical boutique in Mill Valley, California. Founded in 1975 by Rosemary Grow, Rims & Goggles of Marin has earned a reputation for being the best place to find independent eyewear brands. With GRO’s launch, Rosemary’s daughter and GRO founder, Penna Omega, takes her mother’s legacy a step further by producing eyewear that maintains the independent allure for which Rims & Goggles was founded.
The mostly-women and one man GRO design team is composed of the Rims & Goggles licensed optical staff. Each optician-designer brings into the creative process years of experience working with people to find the right colors, style and fit to match that person’s face, personality and lifestyle. The team’s regular trips to Paris and Milan play an important role in ensuring the GRO collection is always current and on trend. Designs are sketched within the Rims & Goggles of Marin studio, with digital renderings sent to their Italian factory to produce prototypes. Prototypes are then then refined to assure both a flattering fit and functionality before being produced in limited run quantities. This process guarantees anyone looking for new eyewear will always find something that works for them and their lifestyle within the GRO collection.
THE COLLECTION
The GRO Sunglass Collection includes six core styles, the Jack, Kayla, LaScalle 3, Posey, Riley and Stacy, priced at $375 and above. Every online purchase includes a personal recommendation to a GRO-approved local optician for proper frame adjustment. GRO Eyewear also includes an optical collection, available exclusively within the Rims & Goggles optical boutiques. Visit www.rimsandgoggles.com for store locations. Ophthalmic eyewear starts at $325.
For more press information, please visit the GRO online press room at http://gro.lmrpr.com or contact The Lilian Raji Agency at gro@lmrpr.com. To order from the GRO collection, visit www.groeyewear.com.
For more information: The Lilian Raji Agency // (646) 789-4427 ext 701 // gro@lmrpr.com
Q & A with GRO Founder, Penna Omega Where did you grow up and why aren’t you there now? I actually DID grow up here in Mill Valley. I moved to Los Angeles for college and stayed there to work in the entertainment industry doing Art Direction and design.
What path brought you to your company? I literally grew up within the optical industry when my parents opened the business when I was 5 years old. After my mother’s sudden passing in 2006, I decided to turn my design and fashion experience back to eyewear. What 3 significant drivers that motivated you into your current profession? My parents entrepreneurial example is engrained within my being.
Being raised by a single mother who always loved what she did and had such a passion for fashion, people and life. She never took a “sick-day” and never complained about her life/career.
Being a single mother by choice to an amazing child and wanting him to see me happy and fulfilled so he can learn by my example to be that way in his own life. What was your biggest success professionally? Why was it a big success? Taking over a business that had a larger than life leader (my mother) was challenging. I knew I could not replace her, so I decided early on that I would honor her by focusing on my talents and allowing the opticians to do what they do best. By doing that, we were able to discover hidden strengths that made us even more successful. What accomplishments are you most proud of? Taking the business to this next level and launching our own line has been by far the most exciting time for us.
What’s the one problem you are best at solving for your customers? Helping them to see themselves as beautiful and empowering them. Our clients say often that we are the only place to come for amazing eyewear. They say they’ve never seen our color combinations before and often tell their friends to come see us. Our customers range from children to the oldest living Olympian. We are servicing the grandchildren and great grandchildren of our first customers from the 70’s. What are you most passionate about professionally? I’m passionate about the design process. Frame shapes, colors, materials and love having customers in mind for each design. We even name some of our frames after our customers! Where can we find you when you’re not working? At the pool or beach with my son Bodhi. Traveling is also a big part of our lives. How do you want to be remembered? As a loving, creative and dependable friend & Mother.
For more information: The Lilian Raji Agency // (646) 789-4427 ext 701 // gro@lmrpr.com
THE SUNGLASSES
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JK1
JACK
Featured in Magic Mike: XXL
JK2 For more information: The Lilian Raji Agency // (646) 789-4427 ext 701 // gro@lmrpr.com
JK3
JK4
JK5
JK6
JK7
KAYLA
KA1
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KA2
KA3
KA4
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KA5
KA6
KA7
LASCALE3
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LE2
LE3
LE4
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LE5
LE6
LE7
POSEY
PY1
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PY2
PY3
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PY4
PY5
STACY
SY1 For more information: The Lilian Raji Agency // (646) 789-4427 ext 701 // gro@lmrpr.com
SY2
SY3
SY4
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SY5
SY6
FOR MORE INFORMATION THE LILIAN RAJI AGENCY
(646) 789-4427 ext 701 gro@lmrpr.com
Online Press Room: http://gro.lmrpr.com Official Website: www.groeyewear.com