“When your optician is Bronze, the experience is gold.” For the past eight years, Bronze Optical has lived by this slogan and created a truly unique business for the residents of the Milwaukee area.
Bronze Quinton had been working with various corporate retail and private optical shops for over twenty years when he realized that he wanted to work in an environment that allowed him to build lasting relationships with his clients. He and his partner Will Fellows decided the best way for this to happen would be to start their own business. They enrolled in a twelve-week class for aspiring entrepreneurs at UW Milwaukee’s School of Continuing Education, found a great location just south of Brady Street, and opened their doors in 2006. Since then, they have built a business that truly embodies customer service.
Walking into Bronze Optical feels as though you are walking into someone’s home; there are comfortable chairs everywhere, beautiful art on the walls and shelves, and an optician who immediately greets each client and offers them a cup of tea. This was a deliberate strategy of Bronze and Will’s. They want their clients to feel immediately welcomed and at ease when they step foot in the door. Additionally, there are no computers or electronics in the public area of the store, which is incredibly rare in this day and age and furthers the connection created between the opticians and the customers.
Everything about Bronze Optical is unique, from the business’s name to the frames that they carry, but their most unique quality is the level of customer service that they provide. When asked about their business’s goals, Bronze said, “We only have one sales goal: to make the customer feel they are the only person in the world.” They have no goals in terms of selling a specific number of frames, and the opticians do not work for commission. This creates a collaborative environment between all employees so they can work together to give their customers exactly what they are looking for instead of focusing on making a high commission or meeting sales requirements.
Every client is advised to make an appointment so they can receive the undivided attention of one of the opticians. Before looking at any frames, each optician sits down with the client to find out exactly what they are looking for in their next pair of glasses. They make it their goal to create a connection with the client by finding out their preferred style and color of frames and any specific needs or expectations they have for their new glasses. Everyone who works at Bronze Optical is incredibly knowledgeable both about the products they carry and about what will feel and look the best on each customer. Everyone receives this level of attention and care until they find their perfect pair of glasses.
Bronze Optical’s business has grown primarily by word-of-mouth. Their customer service is so exemplary that client referrals bring in the majority of their new customers. Looking at online reviews of the business, it is impossible to find someone who was unhappy with the level of service they received at Bronze Optical. Many clients travel from Milwaukee’s suburbs to the East Side to get their frames at Bronze Optical because the level of service and unique variety of frames is unmatched by competitors. Bronze and Will say that these two factors make their business stand out and have helped to build a strong brand loyalty among their customers.
Bronze Optical is truly a Milwaukee treasure. Their comfortable environment, incredible customer service, and unique products have made them a favorite business of many Milwaukee residents. Anyone who is looking for a new pair of glasses and appreciates a one-of-a-kind shopping experience should definitely consider scheduling a consultation at Bronze Optical.