VISIONARIES: Edward Beiner

by Louis J L Fullagar Today it's my privilege to chat with one of the true gentleman of our industry, a guy who came to this country as a young man and pursued his vision with sheer determination, hard work and an unrivaled passion that has seen him successfully build one of the premier multi store, independent luxury eyewear houses in North America.Not only is Edward Beiner a true visionary in our sector but I can also call him a friend of many years. We "clicked" during our first meeting over 11 years ago through a passion for beautiful eyewear and our love of vintage Austin Healey Sprites......G'day Ed. Tell us where were you born and where you grow up?I was born in Santos, Brazil. I Moved to Puerto Rico with my parents when I was 16. At  the age of 19, I moved to Toronto Canada.How did you first become involved in the optical industry?I was planning on going to school in Toronto and  was not sure what I wanted to study. There I met an Optician and liked the idea of the mix between retail and medical..... a "need" product and a "want" product all bundled into one. You opened your first store in 1981….how was Miami back then?Miami was a mess! I arrived on Memorial Day weekend of 1980 in the midst of 125,000 Cuban refugees that had just arrived through the Mariel Boat Lift.. Refugee camps were being set up and the city was literally burning down as the McDuffie Riots were engulfing Miami. Crime was out of control. Miami Beach was decaying. The Art Deco hotels we so much love today on Ocean Drive were packed with old retirees from the North East living from one social security check to the next.TIME magazine had just finished doing an exposé on Miami. The cover of the magazine had a picture of South Florida with the heading “Paradise Lost”. (I found it...see pic)What I saw, that many people didn’t at the time, was the potential of Miami including its beaches, multiculturalism and the adventure of a Casablanca.You really were the first down there to champion independent eyewear. Where did that idea come from?The optical industry back in the late 70's and early 80's was all about how cheap you could buy a pair of glasses. Very little service at the optical level and sub-par shopping environments. My father was a jeweler and I learned from him how to present luxury products and provide exceptional service to a high end clientele.When did you start designing eyewear and how did that come about?I started traveling to MIDO in 1984. Back then very few Americans went. From early on I started importing frames for our shops but soon realized I could present my concepts and design a private label. By 1996 we were selling our products to the optical industry. You have 11 stores now between South Miami and Orlando….is there a trick to managing so many?It's about the team. Bring in a team that improves one’s weaknesses and enhances the strengths of the "visionary".What drives you to maintain such a high retail standard?Is there an option to doing anything except to the highest standards?What is it about being an independent that makes it all worthwhile?You are playing in your own sand box. Dream and attempt.... Most importantly, you drive a 1959 Austin Healey Sprite and a 1967 Austin Healey 3000. Does your passion for classic cars outweigh your love of eyewear?No. They are both the same. At the end it is all about performance and visual beauty. Isn’t that what we strive for in frames and lenses?Thanks mate…www.edwardbeiner.com