Profile: Edward Beiner



Who are you?
Son, husband and father, eyewear designer and retailer. A man who loves his family and loves nature. Who finds peace in the sounds of the waves crashing against the shore and when the aspen leaves rustle in the mountains. A man who cherishes his time alone but also loves being with his family and a few dear friends for wonderful home cooked meals and fine wines.

What do you do in real life?

I work my business always trying to improve it and taking it to the next level while trying to enjoy it. ?I spend time with my friends and am involved in certain charitable organizations.

How do you get creative?
The world around me. I get creative from Nature, and unique and beautiful objects.

What’s inspiring you now?

Who are your current style icons or muses?
The characters from the tv program Mad Men. They inspire me. Some of the older and more classical design houses that have remained true  to thier manufacturing and design roots such as Hermes and Chanel.

What are the trends for Winter 2010 in glasses?
Vintage style frames. Lots of round or square frames zyl ( plastic) frames.  These frames have key hole bridges which means they  have a space in the top between the nose and top bar. Colors are clear, havana tortoise and black with possible red and white accents. Restyling of 1930?s rimless  frames. The old is being made new. The materials that are available today are so much richer than they used to be allowing a greater flexibility in quality and design.

How would you describe your personal style?
casually elegant.

What dream have you had that you have accomplished?

I always dreamed of having an optical design house that would both sell, design and manufacture eyewear. I wanted an optical that treated  products almost as a petri dish for creative designs. I pride myself on having some very unique product. On the personal end, I always loved vintage cars and now own two- a 1957 and a 1969 Austin Healy. More than owning them is the appreciation of the unique designs and the chrome grills and lines in the cars. The design and the fine mechanics of a period long gone is what drove me to appreciate these cars. I always wanted to watch the cars at the start up of the Mille Miglia car race in Brescia, Italy where vintage cars from the early 1920?s to the late 1950?s  race from Brecia to Rome and back and was there with my wife a few years ago. I loved speaking to the drivers and hearing about their challenges as they participated in this strenuous race.

I always wanted to ski and even though I started late in life I am able to go skiing which I love as it a physical and mental challenge.
I recently started  taking guitar lessons and although I am not a proficient guitar player I experience a lot of peace and tranquility playing the few songs I play.

What do you like most about what you do?
The majority of the time it is fun. I have a passion for eyewear and you have to love what you do.

What do you do now, that you did not do 5 years ago?
I  have started to learn how to cook. I have developed a passion for hiking in the mountains.

Something new that you have just discovered about yourself?
I can be patient.

What are your guilty pleasures?
chocolate. I would love to have a buffet table with nothing but different chocolates from around the world, white, dark, milk with a wonderful desert wine.
I also love single malt scotch and different Eau de Vies such as a Grappa or Poire Williams.

One luxury that you cannot live without?
A nice watch.

Three Words to describe you?
Passionate, exuberant and sensitive.


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