STYLE SPOTLIGHT
Eyewear through the generations This month, Joan Grady catches up with the principals of two family brands that have been leading the way in eyewear for centuries... Retro Erkers styling in blond tortoise with a distinctive keyhole bridge
Erkers 1879 of St Louis, Missouri, and Lafont Paris have created and promoted their individual, family brands on two different continents – amassing a combined total of 240 years of eyewear expertise. These two legendary and distinctive family labels continue to develop and inspire innovative, evolutionary ideas and concepts in the eyewear industry. The two companies have also earned the appreciation and esteem of their respective customers and peers, and continue to set the bar in their professions. Over time, these dynastic eyewear families have remained successfully independent – enduring world wars, pandemics, financial crises and a multitude of other challenges.
MEET ME IN ST LOUIS The Erkers family opened their first boutique in St Louis in 1879, when the horse and buggy and trolley cars were still being used for transportation. As the business grew, the company began designing eyewear. In 1927, they created the goggles worn by aviator Charles Lindbergh when he flew the first non-stop, solo transatlantic flight from New York to Paris. The fifth generation of the Erkers family are now at the helm. Brothers Jack and Tony Erker are co-owners at Studio Optyx, the
within the ever-changing market in order to stay relevant. JG: Has the pandemic altered any plans Erkers had in the pipeline?
The original Erkers boutique (left) opened in 1879 in St Louis
parent company of the Erkers brand. I spoke with Jack about growing up in the family business. JG. When did you realise that you wanted to continue the traditions and legacy of the family business? JE: I grew up doing odd jobs in the family business and learning from my father and grandfather. When I went to university, I explored many different majors trying to figure out what to do with my life. Subconsciously, I kept going back to my roots. In hindsight, I didn’t realise that I learned a lot as a young boy – and so it was easy for me to make the move into something that I cared about.
JE: The pandemic has changed the way we do business, but has not changed our outlook for our long-term goals. We feel people are creatures of habit, but will also adapt to new technology that makes things easier. Over the past year, we have opened a new store and are in the process of remodelling another. We continue to launch great products. We are integrating technology to make things easy for our customers when it comes to ordering eyewear. JG: Have consumer preferences for shapes, colours and materials changed significantly in the past five years? JE: Colour is always changing but the shift towards rounder, more P3 shapes and translucent colours are newer trends. I also think the customer is thinking more outside the box than ever before when it comes to design, but they will always enjoy the stories that are told throughout your company’s history. JG: As the fifth generation in the family business, how do you perceive Erkers continuing to evolve and flourish in the coming years?
JG: What are the biggest challenges for eyewear companies today?
Charles Lindbergh wearing Erkers goggles for his solo transatlantic flight in 1927
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Vision Now APRIL 2021
JE: There are many challenges in our industry today – from insurance companies, private equity to the internet. Every company needs to understand these challenges, and how to uniquely carve their own niche
Jack Erker III, Jack Erker Jr, and Tony Erker
