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INTERVIEW: Heidi Hertel, Mom & Entrepreneur, Talks Fitz Frames Business And The Future Of Eyewear

Sydney A. Braat by Sydney A. Braat
August 28, 2020
in Entertainment
Home Entertainment

Digital solutions to our everyday needs are all the rage and that includes eyeglasses. Heidi Hertel, mom and entrepreneur, knew the pain of having to get her kids fitted for eyewear. Anyone who has needed lenses, adults and children alike, know the tedious process of going to a store, waiting, waiting some more, and finally getting a pair that you might like. Well, it’s 2020 and that means time for innovations that far surpass the standard optics store experience. Now, you don’t need to leave the comfort of your home to get your children a pair of glasses.

Fitz Frames makes custom, 3D printed eyewear including prescription, blue light filtering, and sunglasses. Using the Fitz Frames app, parents can snap a quick photo of their child, get measured, and try on a variety of style. Before you know it, your 3D printed custom glasses will be delivered to your home.

I spoke with Hertel to learn more about her business and why Fitz Frames is the future of eyewear.

Eyewear always seemed like an industry so stuck on the past. You had to go into the store to get sized for frames and wait a while until you got your updated pair. Not anymore! Fitz Frames takes an entirely modern approach to eyewear. Can you speak to the technology and why updating the traditional methods was important to you as you started the business

HH: Shopping for glasses can be a time-consuming and disappointing experience. Glasses are not a one-size fits all product, yet that’s how they’ve been made for the last hundred years. I wanted to create a better-fitting and more comfortable product and to make getting glasses a fun, easy and convenient process. For those who need them, glasses are not a luxury, they are a life necessity. The previous customer experience offered by most optical companies did not reflect that – I wanted to prioritize the customer’s preferences and lifestyle needs to make our glasses make sense for them. Our [Fitz Frames] app and 3D printing technology give customers the benefit of shopping from home with the assurance that our glasses will fit them out of the box, as we build each frame for each unique face.

A pair of Fitz Frames. (Courtesy Photo)


As a mom and entrepreneur, how do those two worlds collide specifically when it comes to Fitz Frames?

HH: As a parent of kids who have worn glasses for several years, I wanted to take the pain points out of the purchase process. My kids have worn glasses since they were toddlers and I can’t tell you the amount of time and money we’ve spent traveling back and forth to stores and eye doctors’ offices. Glasses are often made in limited varieties, making it very tough to find a pair that fit properly and were the style and color that we loved. I kept thinking, this system doesn’t make any sense – why can’t I find this frame style in the next size up or in a different color? And if the kids broke or outgrew their glasses, I could never find them again – they were often discontinued by the manufacturer who had moved on to a new line. With Fitz, you have the peace of mind that your custom fit glasses are just a click away and you can use the app at any time to replace frames or update your look with new ones!

The world is continuing to head in a more digital direction. How will that positively impact the way your business operates? Are there any exciting changes that may come with this global shift?

HH: We are seeing customers become more comfortable buying eye wear for themselves and their children online and have such amazing ways to tailor our product to customers through our app. Our measuring and manufacturing tech allows us to have any style fit any face and to accommodate uneven ears, bridges that are hard to fit, etc, in ways that are truly revolutionary. While I started the company to create better glasses for kids, we are thrilled that adults have found us as well and are quickly moving into that market. Additive manufacturing gives us the flexibility to develop new styles geared to adults with aesthetic features that are unique to our materials and manufacturing capabilities.

Back to school is around the corner (digital schooling and in-person), why is Fitz the perfect “need” for kids or even adults these days?

HH: It is estimated that 80% of learning for kids is visual. Glasses that are ill-fitting or disliked by the wearer can be distracting and inhibit learning. And if kids don’t wear glasses or don’t feel good in them (both in the classroom and on Zoom calls), school performance and self-esteem can suffer. We are really proud to create glasses that you look and feel great in. Our customers aren’t limited to those who need a prescription glasses with blue light filtering lenses for screen use are on everyone’s back to school/zoom list this year as they prevent eye strain and headaches for all of us spending extra time on devices.

What is your connection to the Hamptons community?

HH: The Hamptons have been a special place for our family. My husband and I have been coming here for the last 15 years. We were engaged here and have brought our kids every summer. Fitz had its first retail pop-up in Sag Harbor shortly after we launched last summer!

For more information on Fitz Frames, visit www.fitzframes.com.

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INTERVIEW: “Access Hollywood” Regular, Lindsay Myers, Shares Her Top Budget Travel, Lifestyle, And DIY Tips

Sydney A. Braat

Sydney A. Braat

Sydney Braat is a Hamptons-raised and NYC-living journalist. She enjoys splitting her time between the bustling city life and relaxing atmosphere of the Hamptons. When she's not writing, Sydney is traveling. She thrives off of new experiences, cultures, cuisine, and languages. Sydney writes about the arts, philanthropy, food & wine, and shopping.

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  • Join Arootah in the Hamptons! @arootahcoach @imentororg 

The Hamptons Summer Fête
Wednesday, Aug. 17 
from 6 p.m. to 10 p.m. 

Save Your Spot 
Share a drink and hors d’oeuvres, enjoy live music, and bid on items. 

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  • Broadway Out East Returns with the Biggest Stars Performing at Calissa

Broadway Out East returns this summer season at local hotspot Calissa. The Mediterranean hotspot located at 1020 Montauk Highway will host a series of performances by some of Broadway’s most talented stars including Andrew Barth Feldman, Teal Wicks, Kathryn Allison, and Brandon Victor Dixon. Broadway Out East is produced by Justin Smith, the Concertmaster of Dear Evan Hansen.  Performances at Calissa will take place each Thursday from August 11th, through August 25th. @calissahamptons

Read the full article at Hamptons.com (Link in Bio) #calissa #broadway #hamptons #summer #broadwayouteast
  • The 2022 Hampton Designer Showhouse Returns to the Hamptons this Summer

The highly acclaimed Hampton Designer Showhouse will return this Summer to Southampton, NY with a completed reimagined stately home presented by HC&G (Hamptons Cottages & Gardens). For the past 22 years, the Hampton Designer Showhouse has been the showcase for some of America’s premier design talent and has raised nearly $2M for Stony Brook Southampton Hospital since its inception. @hamptondesignershowhouse

Read the full article at Hamptons.com (Link in Bio) #hamptonsdesignershowhouse #designershowhouse #hamptons #hamptonsdesigns
  • The Oscar Molina Gallery’s Molina / Vignoli Exhibition

The Oscar Molina Gallery announces the exhibition Molina / Vignoli  that will be on view from August 11th to August 22nd.. Curated by Esperanza León, the exhibition at this intimate space on Jobs Lane brings together a selection of works by Oscar Molina and Fernando Vignoli for whom the interpretation of human dramas—individual and global—is a consistent theme. Paintings from Molina’s Raindrops series, such as the recent 66 x 120-inch, untitled acrylic on canvas, will be featured with four of Vignoli’s works, including the prominent 73 x 73-inch oil on canvas from 2008 titled Time Does Not Stop. @omolina.arts

Read the full article at Hamptons.com (Link in Bio) #oscarmolina #art #local #hamptons
  • Léon 1909 Debuts on Shelter Island

On Sunday, August 7, owner & restaurateur Valerie Mnuchin welcomed a lively crowd of Shelter Island neighbors, local business owners, tastemakers, friends and family to preview Léon 1909, her transportive, new restaurant opening to the public this week on Thursday, August 11. @leonshelterisland

Read the full article at Hamptons.com (Link in Bio) #leon1909 #shelterisland #hamptons #dining #french
  • Mykola Khodorovsky at Art Market Hamptons

Art Market Hamptons will return to the Hamptons for the twelfth edition in August 2022. The premier art fair will be held August 11-14 in Water Mill. It will feature 85 top galleries, several of which are located on the East End, as well as Nova’s Ark Project & Sculpture Garden. @artmarketproductions @mykola_fine_art

One of the artists in attendance this year is Mykola Khodorovsky of Mykola Fine Art, a multi-talented painter, who has traveled from Florida for the anticipated event in the Hamptons. He spoke more about his artwork, his influences, and what those in attendance can expect from Art Market Hamptons beginning this Thursday!

Read the full article at Hamptons.com (Link in Bio) #hamptons #artmarket #art #local #watermill #artfair
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