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On a mission to allow as many people as possible to see themselves through stunning frames, Elena Serrano Pelaez founded Optica Rosal 21 – a curated, unique and ambitious eyewear boutique based in Oviedo, Spain. Eyestylist speaks to the entrepreneurial, passionate founder…

1. Tell us a little bit about the road you took to establish Optica Rosal 21? From the first steps I took, my passion for design, fashion, and art has been unwavering. My godfather played a crucial role in intensifying these emotions, guiding me through art exhibitions and fashion shops when I could barely spell my own name. As a teenager, the desire to establish my own business and share my feelings with open-minded individuals already burned within me. Passing optical shops, a fascination with the intricacies of the nose prostheses that enhance vision compelled me to dedicate my life to designer eyewear. This bold decision, made 18 years ago, marked my leap into entrepreneurship. Selling my dream to the bank, I secured the funds to establish my vision—a unique optical design shop challenging the norms in the North of Spain. Fortuitously, the local emphasis on quality and added value became my advantage. The love for my job, coupled with curiosity, instinct, and a passion for travel, allowed me to broaden my horizons beyond Spain and create a distinctive optical design shop.

2. What is it about your business that sets it apart from the rest? My motto, “Think outside my house,” holds great importance to me. While I avoid scrutinising my competition, my eyes are wide open to global developments. I am a perpetual learner, observing, absorbing, and seeking inspiration everywhere I go. This approach fuels my daily commitment to enhancing my shop. Unlike many opticians hesitant about change, I actively embrace it. I seek shifts within our business and, more significantly, in external factors like fashion, music, and street culture. Simultaneously, I invest in personal growth through continuous participation in workshops and training. This enriching process allows me to adapt and mould my shop in response to constant evolution.

3. What is your favourite era / genre of design and why? My affinity for women’s glasses from the ’70s, characterised by oversized frames, smooth shapes, and gradient lenses, reflects my admiration for their femininity, humour, and power. Brands and designers inspired by that era always capture my attention. The trend for men emerged in the late ’80s and early ’90s, featuring small, round, oval, or geometrical frames. Iconic frames, like those designed by Matsuda, gained fame through the film industry, enhancing the personality of male actors in movies like Alien and Interview with the Vampire. Above + below: Elena Serrano Pelaez founder of Optica Rosal 21

4. How do you identify and define your customer base? My customers are individuals who appreciate being different and unique. While some lean towards modern styles, a significant portion prefers classic aesthetics. They seek frames that stand out, avoiding common choices. Trusting our carefully curated selection of brands, they value the time and professional dedication we invest in their choices. Whether avant-garde or classic, they desire an extraordinary frame that aligns with their personal style. The process of choosing new glasses involves comprehensive guidance, addressing potential insecurities. We precisely explain how their chosen frame will enhance their image, reflecting our shared appreciation for design, high quality, and craftsmanship.

5. Is there a specific process you take to select the brands or frames you stock in-store? Categorising customers into four types, each associated with a specific brand, demands excellence in quality and service. These brands must evoke genuine enthusiasm, leading to a personal connection where I fall in love and experience butterflies in my stomach. Equally important is their DNA and storytelling aligning with mine.

6. What pair of frames, if any, illustrates your personality best? Evolution is a constant in my personality, reflecting in my choice of frames. Currently favouring vibrant colours—a departure for me—oversized frames remain a consistent preference. If I were to define myself with a brand, it would undoubtedly be Theo. Like Theo, I am not merely fashion; I am simultaneously very fashionable. Our evolution over the years respects core values while adapting to changing times.

7. Do you think social media is an integral part of owning an eyewear boutique these days? In my opinion, social media is the primary window that opticians have in 2023. It offers a platform to communicate and inform customers, showcasing my identity and values—a personal brand. The dedication to this endeavour involves regular collaboration with my social media coach, ensuring I stay abreast of the latest trends and evolutions. My advice emphasises quality over quantity—favouring fewer but genuinely interested and loyal followers who, in turn, become advocates within their social networks. This approach fosters organic growth, focusing on genuine connections.

8. Would you rather: coloured or monochrome frames? Colour holds immense power for me, defining individuals. Encouraging customers to shift from neutral to powerful colours or glasses with colour accents involves a process that challenges them to see themselves without filters. Collaboration with brands strong in colour facilitates this shift, and successfully convincing a customer to embrace a brightly coloured frame brings me immense satisfaction.

9. Do you have any exciting news or updates on the horizon? This question excites me, coming at the perfect time. I am convinced that Spain is ready for more high-end optical boutique shops, led by opticians with a clear vision. Rejecting the conventional image of medical professionals, I emphasise showcasing passion and personality in this beautiful profession. Consequently, I created a platform for opticians eager to elevate their practices. I am proud to announce the participation of a European university certifying my efforts. Through direct mentoring, I aim to guide shops and opticians toward enormous change and progress, sharing the experience and knowledge accumulated over the last 18 years.

10. What is the big dream for Optica Rosal 21? The grand dream for Optica Rosal 21 is to see people from Oviedo and beyond adorning themselves with beautiful designer frames, understanding the transformative effect and benefits of high-quality eyewear. I aspire for Optica Rosal to be recognised for enhancing the aesthetics of individuals, providing not just unique eyewear advice but making a style statement. Dreaming big extends to my academy, with a focus on elevating the quality of the optical business in Spain. I genuinely believe that exceptional service and the offering of high-quality brands will reshape public perceptions of our profession. In conclusion, my promise is that by infusing fun into the eyewear buying process and emphasising business development over routine operations, we can trigger a transformative shift in how customers perceive our profession, leading to the growth of our businesses. In essence, 1+1 equals 3. Visit the Optica Rosal to get inspired at https://opticarosal21.com

Images by kind permission of Elena Serrano Pelaez, Optica Rosal 21. This interview feature was written by Victoria G. L. Brunton exclusively for Eyestylist.com. All rights reserved.