Introduce your company?
In 1996, Robert William Morris created William Morris London - an independent company with a very ‘English’ brand. The aim? To offer designer glasses to every audience, providing superb original designs with unrivaled quality and unparalleled customer service. From humble beginnings to what is today a successful global brand, William Morris are represented all over the world. As the market has grown, so have the collections, the designs, the point of sale and everything else that goes into making a brand that is embraced so fondly by everyone.
Talk us through your latest innovations?
William Morris London – Gold Collection. Nine exclusive styles have been carefully crafted to offer a suite of premium acetate styles that go through a special process to become higher in density compared to normal acetate. Acetate fronts are blended with gold metal finishes whilst stainless steel constructed temples make them light weight and extremely durable. To give the frames an exceptionally beautiful and long lasting sheen, we use up to four layers of fine metals and then coat in a natural white palladium metal not often seen used in the eyewear industry. This increases the strength and durability of the stainless steel. Finally, the collection is plated with a gold polished finish of a high quality to avoid discolouration of the hinges, rivets and temples.
What makes your products stand out from the competition?
Our collections are affordable and provides a real opportunity to offer premium styles made in high end materials without alienating customers and consumers alike.
Do you have any product launches lined up for 100% Optical 2018, what can visitors expect to see at your stand, and who do you hope to meet?
We have a really exciting new 100% Made in France collection that’s available now. Its high end styling with total authenticity, we will be showcasing this at 100% Optical. We will also have our “Own Branding” concept called Brand Fatigue which gives the optician the opportunity to have their own brand and collection in-store with their own branding.
What does the future hold for William Morris, and how do you see the sector evolving over the next decade?
Consumers are more interested in design than branding and are more demanding when it comes to retail. Eyewear has also become much more accepted and fashionable which is great. We’re always looking at new ways to satisfy our partners and consumers. I saw that consumers were becoming more interested in frame design over brand names and I wanted to create something especially for them. I’ve always maintained that my collections are conservatively different. That means they’re still wearable and saleable but different both in terms of shape and colour applications.
What projects have you been involved in that you’re most proud of?
Our most proud achievement is our “GREAT” Campaign. We were invited to No.10 Downing Street, and we met with their head of brand and partnerships team where we were shortlisted and selected to be the ONLY eyewear ambassador for this amazing Government funded scheme.