Two years ago, Nikki Iravani, OD, opened her second location of eyeXam as a high-end office with a clear vision: to elevate optometry. The new office in Newport Beach, California, is 400 miles from her original practice in Silicon Valley. This year, she hosted a swimwear and eyewear show at her practice to kickstart OC Fashion Week.
Her mission to create a holistic practice that seamlessly blends eye care, eyewear and aesthetics got a significant boost this year during the 10th anniversary of OC Fashion Week. The international fashion show showcases designers and suppliers of luxury goods, influencers and more at various sites throughout Orange County.
These events draw crowds eager to indulge in premium products.
BUILD IT, THEY WILL COME
“Hosting a fashion show was not something I had planned or designed,” Dr. Iravani says. “I created this space to showcase beautiful eyewear and emphasize the importance of eyewear in your overall look. We wanted to offer an unmatched luxury experience.”
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The images above are taken from video reels on Dr. Iravani’s Instagram page. Check it out on the practice Instagram @eyexamoptometry.
The organizers from OC Fashion Week noticed the elevated experience at eyeXam Optometry and requested Dr. Iravani to partner with them in showcasing designer eyewear. “We’ll bring the models, designers, ballroom dancers, a DJ and even an on-site chef,” they told her. Dr. Iravani was able to introduce her practice to the public buying tickets for OC.
“This was a very unique and successful event and I give 100 percent credit to designing a space that allowed for this,” Dr. Iravani says.
DESIGNING THE SPACE
Transforming a former furniture store into a luxury high-end optometry office required significant investment, but any lesser-quality would not have matched the vision she had. “I wanted to elevate optometry, so I had to start with creating a space that embodies excellence by offering an exceptional experience and showcasing premium products and services.”
The two-story space with soaring ceilings offers a unique architectural advantage and creative workspaces. In addition to traditional exam rooms, eyeXam features an “eyeSpa” for dry eye and aesthetic treatments. An “eyeBar” with an in-house makeup artist is available to provide eye makeup services while styling frames.
“I believe accentuating the eyes will help with frame selection and should be a part of the eyewear selection experience,” Dr. Iravani says. She also added a VIP lounge for private frame selection appointments, which has been well-received by influencers and celebrities.
MARKETING EYEWEAR AND EYE CARE
The fashion show not only elevates the profile of her practice but also serves as a marketing opportunity. “People who bought tickets are now aware that we are a full-service optometry practice offering aesthetic and dry eye services.”
While the appeal of a fashion show draws people in, Dr. Iravani wants to leverage that moment to emphasize the importance of eye care. “As optometrists, our mission should be to elevate eye care, eyewear and our practices relentlessly, with no compromises. We must offer exceptional, luxurious experiences if we expect patients to invest in premium products and services.”
