Unless you’ve been living under a rock, you know that the arrival of February means it’s time for the GRAMMYs®. Predictably, this year’s superstar nominees include Beyoncé, Billie Eilish, Kendrick Lamar, and Taylor Swift. As participants in the ceremony, they and their musical peers will receive gift bags teeming with complimentary goodies. Included this time around is a gift certificate for Kits Eyecare, a rising star in the glasses field.
Lash Fary, colloquially known as The Sultan of Swag and The Gift Guru, pioneered the practice of celebrity gift-giving with his company, Distinctive Assets. When he reached out to Kits for inclusion in the latest collection of backstage GRAMMY® freebies, the eyewear startup readily agreed, considering the opportunity to be a no-brainer.
Established in 2018, Kits is on a mission to turn the glasses industry on its head. It began with three founders: Roger Hardy, creator of Coastal Contacts; Joe Thompson, whose history includes stints at Amazon and Facebook; and finance wizard Sabrina Liak. While brainstorming, they recognized that the field of eye care was extremely fragmented. Worse, the prices were outrageous. They figured they could disrupt the space by creating an online glasses-buying experience that everyone would love, and they were right. What they built is nothing short of a revolution.
Traditionally, glasses cost hundreds of dollars. At Kits, the starting price is a mere $28. Such affordability is appealing to anyone, especially starving artists who could happily put that money toward a new instrument or gas to reach their next gig. Although eliminating brick-and-mortar locations was fundamental to meeting their low-pricing objective, the company maintains a flagship store in its home of Vancouver, British Columbia. Besides providing a space to physically try on merchandise, the spot provides eye exams for customer convenience. Located opposite Kits Beach, it’s also part coffee shop. Since they took over what was previously a Starbucks, they figured it was best to make sure the community could still get its caffeine fix.
Although the company’s physical store and lens crafters are located in Canada, Kits serves shoppers throughout North America. In fact, they ship to individuals all over the world, with the caveat that it will sometimes take longer and be more expensive than would otherwise be the case.
Entertainers of all varieties are quickly catching on to the affordability and convenience of buying their glasses through Kits. Television personality Celeste Diaz, singer Taylor Austin Dye, Australian musician G Flip, and rapper Adrian Marcel have all been caught sporting the stylish frames. While Kits carries its own distinctive line, the retailer sells glasses from a wide variety of designers at deep discounts. Dive into their online presence and you’ll discover deals on eyewear from Ray-Ban, Tom Ford, Calvin Klein, Versace, Marc Jacobs, Gucci and Prada. “We have tens of thousands of glasses,” attests Katie Dempsey, the Senior Partnerships Manager at Kits.com. “You’re never going to run out of styles to choose from.”
Although the operation’s bread and butter remains prescription, single vision and progressive glasses, Kits additionally has a huge selection of sunglasses. Dempsey points out how useful such protection is when constantly staring into stage lights day in and day out. Plus, they boost anyone’s cool factor by a multiple of ten.
Another option the company allows is blue light blocking lenses. Blue light is part of the visible light spectrum that emits from electronic screens, including TVs, computers, and phones. When our eyes absorb too many, they can cause blurry or limited vision. Further, they sometimes disrupt health in other ways, such as inducing headaches and triggering insomnia, making this especially valuable for anyone who spends long hours creating music in a digital environment or constantly interacting with fans on social media.
For those who prefer the natural look, Kits sells contacts at prices lower than elsewhere. Brands include Biofinity, Acuvue, Air Optix, and Bausch + Lomb, in addition to selling Kits-branded contacts.
Many are understandably wary about buying glasses without first trying them on. Kits eliminates this concern by offering free 30-day returns and exchanges. People usually know whether they are happy with their purchases within a few days. For those who do not experience 100% satisfaction, the customer can send an email or direct message and request a return shipping label. The entire process of getting an exchange or refund is quick and easy.
Making initial purchases is equally smooth. Simply search the website for brands and styles that you like and make a selection. If you’re inclined to pick out a pair according to the shape of your face, the site includes a guide to help anyone do exactly that. Next, you must determine pupillary distance (PD), the space between pupils, for sizing purposes. This can be done with the site’s camera-based measurement tool or by using a physical measuring device that you download and print out.
Worried that the prescription will be incorrect? Fear not. All you do is provide your doctor’s information and they’ll verify the details by phone or fax. Alternatively, give Kits your prescription information directly and the order will be processed even faster. Reimbursement from insurance is possible although not a requirement; direct payment by credit card is all that’s necessary.
And because Kits mails their products anywhere, their services are particularly advantageous for touring musicians. The next time you’re lounging backstage, pick out a snazzy pair and have them shipped to wherever your next show happens to be. Best of all is the value. Artists can feel comfortable scooping up a bunch of glasses without breaking the bank. Considering a musician’s visual component is a crucial aspect of branding, it makes sense to have plenty of options at the ready. With Kits pricing, even younger acts can afford glasses that match individual outfits.
“The customer comes first,” insists Dempsey. “Whatever it takes to make sure they’re pleased with their Kits experience is always going to be our number one priority.”
Contact Katie Dempsey, [email protected], kits.com
