Josephson Opticians was among the first retailers in Canada to carry eyewear designed by Alain Mikli, l.a.Eyeworks, Jean Paul Gaultier, Karl Lagerfeld and Robert Marc.
Since Josephson Opticians started in 1935, the upscale retailer has changed the way Torontonians view eyewear.
Its founder was David Josephson, a former optometrist and pioneer in the fitting of hard contact lenses. His wife, Merryl Josephson Conway, helped change people's perception of glasses from instruments of sight to must-have accessories.
Today the business has six Toronto locations, and is owned by their son, Josh Josephson, a former research optometrist.
"My father was involved with eyewear fashion in this country before anyone else," says Dr. Josephson. "Despite his technical background, he liked to dress in a particular way and he took pride in how he looked. My mother had been travelling since she was 18 and she brought to the table a certain international flair and an eye for design."
Josephson was among the first retailers in Canada to carry eyewear designed by Alain Mikli, l.a.Eyeworks, Jean Paul Gaultier, Karl Lagerfeld and Robert Marc. Dr Josephson's parents sold the original Oliver Goldsmith line in the 1970s and when it was re-launched by Mr. Goldsmith's granddaughter a few years ago, Josephson had the line exclusively in Ontario.
"Mother advertised in a way no one else did, and she had a famous model with a truly iconic face work for us for glasses," says Mr. Josephson. "And our stores didn't look like other stores. She moved people away from the stereotypical design."
In 1975, Josephson's flagship store opened at Bay and Bloor Streets and still operates there.
Regular clients include society hair stylist Robert Gage, Rush singer Geddy Lee, director David Cronenberg, art collector and theatre producer David Mirvish, world-renowned vintage costume jewellery collector and dealer Carole Tanenbaum and many prominent Toronto chefs.
To celebrate its 80th year anniversary this year, Josephson launched a web campaign featuring some of its most 'eyeconic' clients including chefs, fashion journalists and bloggers, designers, photographers and artists.
While his parents were building the business, Dr. Josephson was involved in academic and clinical research. In 1969, with Dr. Alan Isen, the developer of the first commercial soft contact lens, Dr. Josephson helped to pioneer the clinical techniques used for fitting the lenses and he still serves as a consultant and adviser to the contact lens industry.
After his father died in 1985, his mother operated the business. Dr. Josephson had built his contact lens practice to be the largest of its kind in Canada, but became disillusioned when the Ontario government imposed billing caps on medical services in the early 90s.
Dr. Josephson took a leave for six months to contemplate his next move and his mother offered him a proposition.
"She said as 'you're doing nothing, how about helping out with business?' I was always interested in fashion and business," Dr. Josephson says. "It was a huge change in my life, going from being a health care practitioner to a retailer, but I did bring a lot of expertise to business."
He retired from private practice in 1991 and approached the transition tentatively. He worked in the stores to learn about the business and deal with the public, but as he developed his own sense of direction, he and his mother had frequent conflicts. She was quiet, methodical and prudent, while he was more worldly about business.
"It was a learning curve for both of us," he says.
In 2000, Josephson's was bought by a public company that wanted to incorporate a refractive surgery business with an eyewear store. But when the business model failed, Dr. Josephson bought the company back .
The retail eyewear landscape underwent dramatic challenges over the decades, including new cataract surgery techniques in the 1980s that used intraocular lenses that eliminated the need for spectacles. By the early 2000s, many people were opting to have refractive surgery done because they wanted to stop wearing glasses and contact lenses. And in recent years, online shopping sites have popped up, offering inexpensive eye glasses and contact lenses.
Josephson has weathered the changes by keeping excellent customer experience as its core principle, anticipating client needs and by carrying eyewear from top designers around the world manufactured to top standards.
"Retail is details and we are focused on every detail of the business and continually looking to evolve. Having better focus on customers is a non-stop effort and we have great people," says Dr. Josephson.
The stores employ licensed opticians to ensure professional service. Dr. Josephson's background in research and as a practitioner allows him to help bridge the gap between ophthalmologists, optometrists and his clients.
He serves as the chairman of the ophthalmic devices subcommittee of the Standards Council of Canada and is Canada's voting expert at the meetings of the International Standards Organization, responsible for setting standards for spectacle lenses and frames, optical instruments, contact lenses and contact lens care products.
He's an avid traveller who spend five months a year globe-trotting. During his travels, he checks out retail stores for design and display ideas that can be used for Josephson Opticians. He serves as a director of No No, Inc., a biotechnology company conducting clinical trials with a drug that prevents the complications of stroke. He's also a passionate foodie and owned The Cookbook Store in Toronto until it closed last year after its location was designated for condo development.
"I don't work in the stores day to day, but I bring certain expertise. I'm more a visionary than in the day-to-day business," Dr. Josephson says.
Though he's 71, retirement is not on his agenda.
"My mother didn't retire until she was in her 80s. I like the activity of business and I can bridge a lot of gaps between technology and research," he says. "I'm interested, curious and I like to do things."
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