This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Eyefly.com Launches Today, Offering Bespectacled Fashionistas $99 Prescription Frames & An Unprecedented Shopping Experience

Online fashion eyewear boutique Eyefly.com launched today offering fashionistas a new way to shop for men’s and women’s designer prescription eyewear starting at $99. On Eyefly, glasses are presented as fashion accessories no less important than an exquisite pair of shoes and have-to-have handbag. Eyefly’s extensive collection of fashion-forward frames enables the bespectacled to match distinct eyewear to the many looks in their closets.

The site is the result of a collaboration between leading online fashion retailer Bluefly, Inc. (NASDAQ Capital Market: BFLY) and A + D Labs, a premier manufacturer of designer fashion eyewear. Through an intuitive and interactive boutique experience, Eyefly users can virtually try on multiple frames and enter their prescription from the convenience of their keyboards. By uploading a picture or using their webcam, Eyefly’s use of FittingBox technology allows shoppers to not only see how the glasses look on them, but easily solicit advice from friends via Facebook and email to aid their decision making process.

“The right pair of frames has as much impact on an outfit as the right pair of shoes,” notes Eyefly’s Chief Executive Officer Melissa Payner, who herself wears glasses. With glasses figuring prominently in the bookworm chic of important brands like Band of Outsiders; completing runway looks (see the round and square specs at Malandrino Fall 2011); and framing the faces of style stars like Kanye West, Alexa Chung, Tavi Gevinson, Sean Lennon, Justin Timberlake, and Jay-Z, Payner adds, “We’re thrilled to finally offer an experience this customer has been wanting for so long at an incredible value.” Regarding the value, she elaborates, “The lenses are 100% UV protective with anti-reflective, anti-scratch coating and they’re made of lightweight polycarbonate, considered one of the best and safest materials on the market.”

For the brand’s launch, Eyefly enlisted celebrated Street Style Photoblogger Tommy Ton to shoot an exclusive series of notable—and bespectacled—style stars. Shooting in New York and Sydney, Ton captured Editorial Director Mickey Boardman, Stylist Dani Stahl, Senior Accessories Editor David Thielebeule, Online Fashion Editor Zandile Blay, and Fashion Blogger Susie Bubble. For the website, Eyefly cast real New Yorkers as models, photographing them in the collection’s breadth of stylish frames on streets across the city.

1 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,223.13 -56.61 -0.33%
S&P 500 1,998.81 -11.59 -0.58%
NASDAQ 4,534.8240 -44.9650 -0.98%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs