Jérôme Aupin, Founder of JAUPIN, talks about Bespoke Eyewear: Journey from Paris to Dubai
In an era of fast fashion, few brands are crafting exceptional pieces of art that are creating history, and JAUPIN is doing the same. Founder Jérôme Aupin’s passion for design goes beyond creating products, driving a relentless pursuit of creativity and excellence in his products.
As a renowned figure in the luxury industry, Aupin is widely admired by celebrities for his innovative and influential creations. His brand, JAUPIN, seamlessly blends craftsmanship and design to produce luxurious eyewear.
Each piece by the brand is meticulously handcrafted from fine materials, offering exclusivity and innovation. These unique, numbered pieces of art are not mere accessories but collectible items, allowing owners to possess a slice of history.
The Journey Begins: Exploring Bespoke Eyewear in Dubai
Aupin, a curious and ambitious entrepreneur, obtained his optical degree in 2007. Intrigued by the design of glasses, he acquired the knowledge by self-teaching and began experimenting in a makeshift home workshop while employed in an optical store in Paris. Eventually, his unique approach to designing eyewear garnered positive attention and several orders. Recognizing that if he wanted to grow, he would need to set up a permanent store and workspace. This need soon led Aupin on a plane to Dubai.
Within two weeks of landing in Dubai from Paris, Aupin managed to find investors who believed in his vision, and the business never looked back.
Aupin reflects, “After my recent move to Dubai, investors were intrigued by our unique glasses-making project. We have an exclusive investment fund and specialize in designing and crafting personalized glasses using leather, fabrics, and precious metals.
I am proud to say that we are the only ones in the GCC region with this capability, as our focus is on creating jewelry-like pieces through a similar process.”
Securing Investors and Establishing a Store in Dubai
The founder of the brand initially had limited knowledge about the free zone, legal, and administrative matters upon arriving in Dubai. However, he was clear about his business plan and goals. Aupin attributes being straightforward and specific about the desired outcome to helping him attract investors.
The investors became intrigued by the concept of fully bespoke eyewear, which was unheard of in the region. Although the exact investment details are unclear, Aupin hints that investors backed the brand with several million Dirhams, enabling him to open the flagship JAUPIN store in the span of just six months. Strategically nestled in the buzzing business hub of Dubai International Financial Centre, JAUPIN offers an open concept where customers can see the artisans working live on their glasses.
Craftsmanship Behind The Perfect Fit With JAUPIN
With over 10 years of expertise, Aupin has gained knowledge and experience that allows him to understand the shape and details needed just by looking at the numbers.
In the first visit, extensive head and face measurements of the clients are taken and Aupin discusses their design preferences. On the subject of eyewear as an accessory, Aupin notes that several customers invest in multiple pairs for varying purposes. “I have clients, they have 20 pieces, not necessarily the same design. Sometimes they get one design in several colors to match the outfit,” shares Aupin.
In a follow-up meeting, customers can try on various samples of the designs made based on the initial conversation, to envision their appearance. Additionally, the company provides both 3D and handmade designs to choose from.
JAUPIN’s clients can also witness the artisans crafting their glasses, showcasing the company’s profound passion. Alongside eyewear, the brand adores jewelry and technological advancements, constantly striving to enhance its abilities and produce captivating products.
Interestingly, some clients acquire JAUPIN glasses solely for collection purposes, affectionately dubbed “masterpieces” by the founder. This emphasizes the creation of a distinctive narrative, as the company aims for each masterpiece to possess a unique identity and contribute to its own story.
Expansion Plans For JAUPIN
In addition to bespoke, Aupin expresses the brand’s desire to expand its products with a limited ready-to-wear range and collaborations with like minded brands. Aupin aims to showcase the brand’s unique designs and creativity through strategic creative partnerships with major name brands such as Supreme, with whom they have collaborated to create a one of a kind $15,000 piece.
Aupin also intends to launch a business-to-business (B2B) venture through a distributor who will market their spectacles at additional optical shops.
He believes that JAUPIN’s product quality is the primary driving force behind customer loyalty, as evidenced by their repeat business and referrals. His dedication to meticulous design and constant improvement has contributed to JAUPIN’s ongoing and future success.
A Visionary Of Mission
JAUPIN is producing exquisite works of art rather than just eyewear with its custom and detailed designs. Visionary and exceptional craftsman, Jérôme Aupin is reclaiming elegance in the eyewear space in the UAE region.
By passionately pushing design boundaries, JAUPIN is transforming each pair of glasses into a symbol of innovative elegance, establishing it as a leader in the luxury eyewear industry. The company achieved profitability in just two years, marking a remarkable success story. With its history of consistent growth, Aupin hopes for the brand to continue improving and increase its reach across the GCC and beyond.
Learn more about how JAUPIN stances in the luxury market through their feature on the UAE business channel Episode Up, hosted by Evan Evaldas Vilius, Video Producer and Director.
Follow Jérôme Aupin on LinkedIn.
Find JAUPIN on LinkedIn and visit their website https://www.jaupin.com/
Follow Evan Evaldas Vilius on LinkedIn.
Find more business interviews on Episode Up’s official YouTube.
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