Niche Eyewear – Stylish and Trend-Setting Eyewear is The Perfect Accoutrement for the Fashion-Forward.

Story: Joe Leary
Photography: Mohammed Alnasber
Location: Niche Eyewear

NICHE EYEWEAR

Stylish and trend-setting eyewear is the perfect accoutrement for the fashion-forward.

In Vancouver, Niche Eyewear is the go-to, and Valerie Afriat travels the world to source the very best in artisanal, independent, handcrafted eyewear selections.

Her connection to her craft was formed early on, hanging out with the fashion designers and seamstresses at her parents’ Montreal clothing factory.

“I was captivated by the magic of transformation,” she recalls. “Watching designers take a simple piece of fabric and turn it into something extraordinary sparked my imagination.

It wasn’t just about the creation of new garments; it was about the journey of an idea into reality and I was most fascinated by the emotion that accompanied wearing something crafted uniquely for me.”

She discovered that selection of colours, textures, and finishes to create one-of-a-kind pieces proved exhilarating.

“The transition from ordinary to exceptional in what I wore made me feel like a million bucks.

Even at a young age, I relished that sense of individuality and specialness.

The joy of crafting something that could transform ‘blah’ into spectacular was both invigorating and addictive, and it left a lasting impression on my love for design and creativity.”

As someone who started wearing glasses as a child and having to come up with their own outfits, she found it frustrating to wear boring frames.

“I hated that we all looked the same back then.”

Growing up, finding eyewear that reflected her personality became an obsession.

“There was a freedom in being able to make something that fit properly, and in the colours and textures I liked.”

Valerie soon came to discover that the eyewear business incorporates significant handmade aspects.

Upon graduation, she moved to Toronto and toiled in all levels of the fashion industry, from retail to wholesale.

In 2018, Afriat moved across the country and opened her first Niche Eyewear Bputique in Vancouver’s Main Street Neighboorhood.

Today, Niche Eyewear has three Lower Mainland locations.

Valerie Afriat designed and built out the locations’ interiors herself, right down to the furniture.

The clean, linear look and all-white background keep the emphasis on the frames while remaining welcoming and “not too medical”

“Watching designers take a simple piece of fabric and turn it into something extraordinary sparked my imagination.”

She exudes appreciation with the company’s growth.

“Growth in a niche market like eyewear often reflects hard work, creativity, and a deep understanding of the customer’s needs and trends.” she says.

“It’s been six years since I opened my first location.

“I look at it like a labour of love and can’t believe where I am.

“I sometimes have to pinch myself.”

And whether the glasses are by prescription or merely a fashion accessory, Afriat assures there is a frame to fit every face.

She acknowledges that while there may be differences in approach to style for men versus women, it doesn’t have to limit anyone.

“Yea, there is,” she declares, adding, and it’s not always by following any standards set out by the industry.

“While individual preferences play a significant role in choosing eyewear, there are general frame styles that tend to complement specific face shapes: but some of our designs do not follow any of these rules.

“I suggest you come in and give us one to two hours to set out for a complete makeover.

“Relax and have fun while we go through a selection of different shapes and styles and colours to finally find that one frame that illuminates who you are and truly makes you smile.”

“The transition from ordinary to exceptional in what I wore made me feel like a million bucks.”

Eyewear you love – Service you Deserve
www.nicheeyewearboutique.com

South Granville – 1493 W 12th Ave,
Vancouver BC (604) 871-8700

Kitsilano – 1965 W 4th Ave,
Vancouver BC  (604) 734-4499

Ambleside – 1370 Marine Dr,
West Vancouver BC  (604) 913 6650