“You’re high-end! You don’t need this!”
That is usually what people say to me when I tell them about TC Fit, especially those who love our TC CHARTON collection. It’s true; I didn’t need to create another sub-collection. We are quickly earning the loyalty of our fans, and the practices that carry our products are doing well. Nobody complains about our prices because we have proven the value of our products.
Besides, I never had any experience creating products at “lower” price points. My past professional experiences and my upbringing has shaped me into a designer/consumer of quality goods with medium to medium-high price points. I will be the first to admit that I am one of those with “expensive tastes”.
However, moving my family and the company out of Silicon Valley has been a real eye-opener. We relocated to the North Texas’ DFW area, and I am delighted to find the diversity that I craved while living in the most expensive area in the country.
I actually have neighbors of ALL ethnicities, and gone are the days that everyone we interact with is in the tech industry with a household income in the top 1%. I actually get to know people from all walks of life. My children no longer bring home friends that roll their eyes because they HAVE TO go to Europe AGAIN for their summer vacation.
Once I got out of the unrealistic bubble of Silicon Valley, I came to realize that maybe not all people can afford our products, but still need them. People who work hard trying to raise a family, or have to work while paying for college tuition; people who are doing their part to contribute to the society but still live paycheck to paycheck; people who have decent jobs but still cannot afford to pay extra on top of their insurance coverage.
Hence TC Fit.
I like to think of TC Fit as a simplified collection. Gone are the intricate decals, metal inserted logos inside the temples, and richly patterned Italian acetates. I still want great eye shapes. I still want the hand-laminated nose pads and tips. It’s still being produced by the same manufacturer that produces TC CHARTON, which is renowned for their craftsmanship and beautiful finishing. I still want quality and I still want to offer a great fit to those who need it.
A customer just told me that TC Fit is a great addition to our existing CHARTON collection, as now he can offer great quality products to a wider range of people. “It’s not cheap. They are plenty of cheap products out there with cheap quality to match. It’s just very reasonably priced. It will never replace TC CHARTON, but it’s a great extension of your collection”.
Recently, my daughter came to the office to pick a frame for her upcoming eye exam. Out of over 150 styles, she ended up picking a TC Fit frame. When I asked her why she likes that particular frame, she said: “It has a great shape, and it’s very clean and fresh looking”.
That put a smile on my face.