Eyewear Inspiration on The Nordic Island
1st December 2012 Seventeen years ago, Gylfi Björnsson and his wife, Anna Björnsdottir, opened their eyewear boutique Sjaôu in Reykjavik, Iceland. A new chapter in their eyewear story began earlier this year, with the launch of a charming boutique in a new location. “Our customers cover a very broad spectrum of the population of Reykjavik and surrounding areas,” says Gylfi, “and they are mainly people from 15-55 years of age, urban, creative individuals. Ranging from university professors to members of the Icelandic Symphonic Orchestra, or simply the city-centre-café-latte-drinkers and lifestyle enthusiasts, we take great pride in the loyalty of our customers, who usually come back again and again for our personal service and quality eyewear.”
The designer names featured in the shop include Framers, Paul Frank, Theo, Caroline Abram, Moscot and Mykita, among others. Large windows allow passersby an unobstructed view from the street into the shop. The concept is minimalist, with warmth, comfort and a very pleasant ambience. “We have noticed that customers seem to be looking for more conservative/earth tones, or ‘safer’ colours like black, blue, or dark brown, and tortoise has been popular as well. Which is interesting and could be connected to the post-crisis mentality that is a major topic here in Iceland, and is opposite to the pre-2008 economic collapse style that was all about bright colours and crazy shapes. Round shapes and Panto-style glasses remind us of early 20th century design, as well as the continuing 50’s and 60’s plastic frame trend.”
“We have ‘special happenings’ at Sjaöu. In August, we take part in the annual “Culture Night” and offer in-store concerts and a Trunk Show from a brand or designer – Theo, Framers or Mykita for example. In December we offer live music on Saturdays, and a special Christmas welcoming evening with a painting exhibition. We want to create a homey and comfortable environment for our customers; we put our ambition into offering high quality products, and we like to make it easy for customers to express their wishes. We believe that the messages we receive from customers ensures a direct way to the best professional solution. Our two principles are: We sell exciting products, and that our customers enjoying come to see us. We welcome everybody into the shop for consulting, or even just for a talk!” Sjaöu Boutique Hverfisgata 52, Reykjavik, Iceland. JG
