How Puyi Optical Built Its Luxury Eyewear Empire, According To CEO Jeffery Yau

The saturated retail world has always been a competitive one, perhaps even more so in the realm of luxury. The mega success of luxury eyewear brand Puyi Optical, then, must surely be attributed to its founder Mr. Jeffery Yau’s unwavering vision to offer only quality craftsmanship and professionalism when it comes to the shopper experience. 

Two decades ago, when Puyi Optical first opened its doors, the idea of owning a pair of eyeglasses was largely considered a necessity rather than a fashion accessory worth the investment of a pretty penny. But with the rise of international eyewear brands from the likes of GENTLE MONSTER—best known for their shockingly impressive creations, and LINDA FARROW—the cult favourite amongst the glitterati set, today’s shoppers have finally caught up with Mr. Yau’s foresight all those years ago. 

At the luxury eyewear’s new flagship boutique opening in Singapore at The Shoppes at Marina Bay Sands this August, Mr. Yau sat down with us for an exclusive interview where he opened up about his journey building Puyi Optical from the ground up. Read ahead for his insightful responses. 

What do you think makes Puyi Group the luxury eyewear trailblazer in Greater China? 

The vision and persistence in curating luxury retail experiences in eyewear and being meticulous in every single detail are the keys to the success of Puyi Optical. Our role as the luxury eyewear pioneer leads the industry in a comprehensive spectrum, from our retail network, shop design, brand and product partnership and collaboration, down to our professional service and optometry. Every single initiative contributes to our achievement as the leading global luxury eyewear conglomerate. 

Our motto of being a long-term luxury eyewear and vision care companion to our customers, as well as the investment in [the] customer journey, including but not limited to our retail network in top-tier cities/shopping malls, store design and environment, are the fundamental foundation to build prestigious brand image. Having distinctive products and brand partnerships, Puyi cooperates with the world’s top international fashion, luxury and designer brands with an extensive product portfolio, from chic young fashion to the most distinguished One-of-One collection with majestically charming gold and jewellery. Exclusive collection and collaboration models are the distinctness Puyi Optical possesses, together with the best-in-class quality and craftsmanship, and some ingenious brands set us in high regard in the luxury eyewear industry. 

We also co-create remarkable milestones with our eyewear and lens partners, providing a unique customer experience to differentiate [us] from the market. Our in-depth knowledge of the market trend, prompt action and response to market fluctuation is also impactful to our market leader position. 

What services does Puyi Group offer that are elevated from other competing luxury eyewear groups? 

Quality and wholehearted service, excellent standards and dedication to our customers contribute to the elevation of our brand reputation. The Puyi team must be well-trained by our Puyi Academy before the commencement of their role with extensive know-how of the company, our brands and products, especially an array of exclusive products and brand collaborations. Their expertise and knowledge of eyewear sets high standards in serving customers to provide the most insightful recommendations on style, fit and preference.

Our professional service partners with top-of-the-line vision brands such as Zeiss, Nikon and Hoya to provide products and eye care experience utilising their state-of-the-art technology, fostering our strategic alliance and strengthening retail experience. Instead of performing singular simple eye checking, the Puyi professional optometry team serves unparalleled eye examination with exclusive cutting-edge equipment and continuous follow-up to monitor customers’ eye health in the long run. 

Puyi Optical embraces a holistic customer experience that includes not solely our own Puyi house brand products, seasonal thematic, in-store engagement and vision care, but [is] also active in marketing and sponsorship to promote art and culture and transform a necessity into a lifestyle essential, unprecedented in the market so far. 

What do you think your clientele has to keep in mind when it comes to deciding on the perfect eyewear for them? 

Substantially one decides the perfect eyewear by their personal preference on shape and colour, comfort and fitting, craftsmanship, quality and durability. [The] Puyi team is committed to providing professional pieces of advice on wearing comfort and lens suitability, regardless of optical frame or sunglasses, and typical lens or functional lens. Our wide range of exclusive eyewear and lens products from around the globe has provided our customers with considerable styles to choose from, most importantly to turn the representation of one’s style and charisma up to a more sophisticated level.

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How do you think the luxury eyewear industry will evolve in the near future, perhaps in the next 10 years?

In today's electronic and technologically-advanced society, the development of smart eyewear is inevitable. Eyewear has become a necessity for many people worldwide, but there is still significant room for expansion in the luxury eyewear sector, particularly in countries that lack professional support. However, we believe that luxury eyewear has great potential to become a fashion accessory, just like luxury watches, jewellery, and apparel. With this vision in mind, we launched our luxury eyewear business in Greater China and have since expanded our presence throughout Asia, with plans to reach the global market in the next decade. 

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Our goal is to tap into the high-spending consumer segment and redefine luxury eyewear as a fashionable accessory rather than a daily essential. To achieve this, we have partnered with Zeiss, a leading German company renowned for its lens technology. This collaboration enables us to deliver the latest and highest-quality products to our customers, infusing luxury eyewear with advanced technology that enhances personal aesthetics in our target markets. 

What would you say have been some of the most compelling innovations in luxury eyewear in recent memory?

In recent years, the luxury eyewear industry has been characterised by innovation, imagination, and significant breakthroughs. One notable area of advancement has been in the lens spectrum. Manufacturers have made substantial improvements in lens technology, achieving higher accuracy by leveraging big data and implementing innovative manufacturing techniques. Additionally, there has been a focus on addressing children's eye health with the development of myopia lenses that provide benefits in this regard. 

Another area of progress in luxury eyewear has been the enhancement of fitting, comfort, and overall quality. Various eyewear brands have invested in improving the fit of their products, reducing pressure points, and ensuring optimal comfort. Moreover, creative players in the industry have embraced a more playful approach, introducing vibrant designs, unconventional frame shapes, intricate detailing and the integration of online-to-offline (O2O) interaction. This has added a sense of artistry and self-expression to luxury eyewear. 

In summary, recent innovations in luxury eyewear encompass advancements in lens technology, improved fitting and comfort, creative design approaches, and the integration of digital experiences. These developments have elevated the industry and offered consumers a combination of style, functionality, and engaging visual experiences. 

This interview has been edited and condensed for clarity.