North America - Rivet & Sway, an online designer eyewear specialist, is catching customers’ attention by using the markup-free model successfully pioneered by retailer Warby Parker. Unlike Warby Parker, however, Rivet & Sway is just for women.
The Seattle-based brand sends customers five trial frames to try on at home, free of charge. Once she has selected her favourite, the customer can order a prescription pair of glasses. This month, Rivet & Sway launched the redesign of its try-at-home kit, which combines delicate geometric shapes with a feminine coral, gold and grey palette. The package features playful quotes such as, ‘If you obey all the rules, you miss all the fun.’
In our Womenomics retail market, LS:N Global looked at how retailers are creating services that cater to the specific needs of women. Rivet & Sway follows this trend, offering extensive guides on how to choose a colour, shape and size of frame based on factors such as skin tone and face shape. The company also offers the services of a stylist for women looking for a personal opinion.
Rivet & Sway isn’t overly girly, however — an important factor for The Athena Woman. Its newly launched 70s-inspired Chelsea Hall collection offers a look that is ‘a little bit androgynous’ and carries the tagline ‘for women pursuing their vision’.