In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Heidi Hertel, founder of Fitz Frames, an online eyewear retailer creating custom-fitted, 3D-printed glasses for children and adults. Listen in as Hertel explains why she founded the brand, how Fitz Frames uses an app and facial imaging technology to 3D print each pair of glasses in custom shapes and sizes, and how the company is different from other eyeglass brands.

In addition, Hertel shares how Fitz Frames has experienced an increase in demand throughout the COVID-19 pandemic; why the brand developed a new prescription protective eyewear design, Fitz Protect; and how the company is donating pairs of protective eyewear to healthcare workers. Lastly, Hertel discusses how she’s kept her team motivated during this uncertain time, the importance of transparency and idea sharing at Fitz Frames, and how mentorship has played a role in her career.

Heidi Hertel founded Fitz Frames to reduce both the cost of prescription eyewear and the stress of finding the right pair without compromising on quality. The company is revolutionizing the eyeglass experience, delivering custom-fitted, 3D-printed glasses for kids and adults right to their door. The Fitz Frames app uses iPhone’s TrueDepth camera and augmented reality so users can try on and customize the fit of their glasses right from their phone.

Date: July 7, 2020

Credits: Heidi Hertel

Duration: 11:43