A Blessing in Disguise

ASHEVILLE – Richard Krasnove approached Self-Help armed with 37 years of experience as a licensed optician, 25 years of experience operating his own practice, and a fresh business plan for an optical practice and showroom.  “The whole loan process went very smoothly, like clockwork,” praised Krasnove.  “The only problem was that, when we finally got the loan approved and called to sign the lease, the space was already gone.”  This obstacle failed to thwart Krasnove’s resolve; in fact, it presented him with an exceptional opportunity.

After running an optical boutique in Florida for a quarter century, Krasnove relocated to Asheville as the district manager for JCPenney Optical.  With the help of Clark Fields, Assistant Counselor at the Small Business and Technology Development Center, Krasnove developed his own business plan for East Side Optical and secured $25,000 in start-up financing from Self-Help.  The proposed location for the shop was a 950 square foot area on the second floor of a new upscale shopping center.  Originally intended for a lawyer’s office, the space was already finished and divided into offices.  “We could’ve opened up in two seconds!” exclaimed Krasnove.  After this space was snatched from beneath him, Krasnove hesitantly turned to a much larger 1,750 square foot first floor plot in the same building.  This new space, while alluring, demanded considerably higher rent, greater build-up costs, and a significant contribution of both equity and elbow grease. 

Krasnove welcomed the challenge.  East Side Optical opened on May 8, featuring a vast array of optical services including comprehensive eye exams, children’s eye exams, contact lens exams, and an elegant, sprawling showroom featuring over 1,300 frames.  “We designed a store downstairs that never would have been possible in the upstairs space,” Krasnove raved.  The expanded floor plan permitted the addition of such fun sections as the “Sun Bar”, boasting a wide array of sunglasses, the “Locker Room”, devoted to a variety of sports frames, and the “Kids Corner”, an extensive selection of creative frames for children of all ages.  While most eyewear stores provide only a scant number of options for children, Krasnove recognizes the opportunity presented by having such a selection.  “If you’re five years old, you can’t drive a car!” Krasnove chuckled.  “Someone brings you in, and then sees what else we have on display,” he explained.  “The parents will likely need glasses as well, or perhaps they have older kids, friends, and neighbors.”

Krasnove offers distinctive services for adults as well.  Arguably the most exciting and unusual feature of the practice is its “Eye Compare” computer system, a technology originated in Jerusalem that creates large-screen pictures of different frames on customers’ faces.  East Side Optical is currently the only store nationwide to offer this program.  Patrons can view images of themselves in different frames, comparing them side by side and eliminating options until arriving at the perfect choice.  Shoppers can even print or e-mail photos seeking a second opinion. 

Krasnove is no stranger to the eyewear business – he recognizes the need for a start-up practice like his to offer noteworthy services and selections in order to build a client base.  He provides further incentives to customers by keeping extended hours, offering very affordable eye exams by a veteran ophthalmologist, and accepting a wider variety of insurance plans than his competitors.  “This is the type of business that we like to work with as we know it will be successful and will be a growing part of the business community,” remarked Patricia Costello, loan officer for Self-Help’s Western NC branch.  “It was very gratifying to visit his state of the art optical showroom and know that we were part of this beautiful store.”  Although only a few months old, the fledgling enterprise is already assembling a loyal patronage drawn from Asheville and surrounding communities. 

 
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If you would like more information on East Side Optical,

please visit http://www.eastsideopticalasheville.com

or contact Richard Krasnove at eastsideoptica@aol.com or (828) 505 -1733.