Eyefly.com Launches Spring 2012 Collection

Online fashion eyewear boutique, Eyefly.com, launched their Spring 2012 Collection today, adding handmade acetate and metal optical frames in signature shapes, fashion-forward color combinations, and distinct textures. In addition to the 27 new optical styles introduced, Eyefly has launched its first line of reading glasses consisting of 22 styles available in four prescription strengths—at a value of $59. All optical frames and sunglasses are $99, and include anti-reflective, anti-scratch prescription lenses.

“The fashion-conscious customer has so few options when it comes to affordable prescription eyewear,” observes Melissa Payner, CEO of Eyefly’s parent company Bluefly, Inc. “We launched Eyefly to fill that void.”

Visitors to Eyefly.com can take style inspiration from real customers, as well as models and fashion industry style stars, courtesy of images by fashion photographer Anna Wolf and celebrated Street Style Photoblogger Tommy Ton. Payner continues, “Just as Bluefly delivers the designer trends customers crave at an incredible value, Eyefly delivers on-trend eyewear at a price point that liberates the customer to treat prescription glasses like the fashion accessories they are. Our customer doesn’t own one pair of shoes or one handbag—so why one pair of glasses?”

Eyefly also offers an intuitive and interactive shopping experience. Users can enter their prescription from the convenience of their keyboards, and virtually try on multiple frames. 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.

Eyefly 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. Visit Eyefly.com to find frames you can see yourself in, and complete the many looks in your closet.

About Bluefly, Inc.

Founded in 1998, Bluefly, Inc. (NASDAQ Capital Market: BFLY) is a leading online retailer of designer brands, fashion trends, and superior value. Bluefly is headquartered at 42 West 39th Street in New York City, in the heart of Manhattan’s Fashion District. In 2011, Bluefly expanded its portfolio, launching Belle & Clive, a Members-only shopping destination that presents highly-curated selections of important brands via limited-time sale events; and Eyefly, an online portal for fashionable prescription eyeglasses starting at $99. For more information, please dial 212-944-8000, or visit www.bluefly.com.

About A + D Labs

A + D Labs is a designer and manufacturer of premier fashion eyewear owned by Alessandro Lanaro who boasts over 20 years in the eyewear business.

About FittingBox

FittingBox provides virtual try-on solutions to the eyewear industry. Exclusively designed for websites that sell glasses, these innovative technologies address both increasing consumer demand for interactivity, and industry demand for effective online sales tools. Web users try on glasses virtually, by uploading a picture, or by using their webcam. Their virtual experience then leads to buying a pair of glasses online or in store. FittingBox counts more than 150 clients worldwide. More information can be found on www.fittingbox.com

Tags: Eyefly, Bluefly, Belle & Clive, glasses, sunglasses, readers, designer eyewear, fashion eyewear, frames, lenses, prescription glasses, A+D Labs, FittingBox, Melissa Payner, optical frames, reading glasses, shades

For further information and questions concerning Eyefly, please contact Amanda Harding, People’s Revolution, amanda.harding@peoplesrevolution.com, 212-274-0400.

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