If you have shopped for eyewear in Auckland, you have no doubt visited the renowned Sunglass Bar on Vulcan Lane. Owned and operated by Sherry Bell since 1996, it’s a destination for premium luxury sunglasses. Bell is the eyewear expert; from the shape, fit and style, she’s earned a reputation for choosing the perfect eyewear for you before you knew it existed.

Bell started her career as an office manager for an eyewear company. After working in the optical industry for a decade, she saw a gap in the market for quality designer glasses. She is an expert in her field, and her boutique store in Auckland’s Vulcan Lane is a destination for anyone searching for excellent service and the perfect eyewear fit to suit their style. Read on to learn more.

“Go into business if you feel you can deliver something the market needs and you can be good at, remembering you are in business to help and serve, not to be somebody or the boss. ”

— Sherry Bell owner of Sunglass Bar

Sherry Bell outside Sunglass Bar in Vulcan Lane, Auckland CBD.

Career

How did you start your career in eyewear?

In 1987 I went to work for an optical company in Auckland, and my interest stemmed from there.

How did you come up with the name Sunglass Bar?

Back in the day in Italy small sunglass shops would be referred to as sunglass bars.

Has it always just been one store in Vulcan Lane?

I started in Vulcan Lane in 1996 and went on to open five stores throughout Auckland and Wellington; Vulcan Lane has always been the store I loved the most, and for me, these days, less is more.

What advice would you give other women starting a business or launching a brand?

Go into business if you feel you can deliver something the market needs and you can be good at, remembering you are in business to help and serve, not to be somebody or the boss.

What would you say is the #1 key to success in your business?

Trying to make our customers feel important and valued.

If you could choose one lesson you have learned in business to pass on, what would that be?

Never give up.

Fashion

What should we look for when buying new eyewear?

Add something new to your eyewear collection, not just replace a style you already have. Think about when you will be wearing it and what you will wear it with.

Does face shape or size matter? If so, how?

The look you want to create is far more important; size and shape help create the image.

What brand are you most excited about?

Spanish brand Loewe pronounced “LO-WEH-VAY”, it's based on the German word Löwe (Loewe), meaning "lion”. So it’s confusing a Spanish brand with a German name.

What are the strongest trends in eyewear at the moment?

The fun element of eyewear is back with bright, bold colours and styles.

Is all eyewear created equal?

Definitely not; materials and manufacturing determine the comfort and longevity of your eyewear. Japan produces the best quality eyewear using materials like titanium and 24kt gold, so brands like Dita and Balmain (both made in Japan) are priced high.