Meeting people where they’re at was the driving force behind Brianna Erickson’s mobile optician service and custom eyewear business, Framed Reverie. Being in the optical industry for 15 years, Brianna loved what she did, but knew she needed a change — and wanted to make a difference. Managing a big-box retail optical had her burnt out.
“I seriously thought about leaving the industry altogether. I didn’t want to manage anymore,” says Brianna. “I loved what I did, and I didn’t want to leave. So, I started to rethink things.” While talking to job recruiters and trying to figure out what her next path forward would be, she stumbled across a woman in Canada who worked as a mobile optician, and she was intrigued. “She created a course on going mobile. After working with her and seeing how she created her business, I knew I could bring my dream to life.”
In August 2024, Brianna officially launched Framed Reverie and hasn’t looked back. “I love it, and it is exactly what I want it to be.” The unique part about this business model, and one of the parts that Brianna loves the most, is the ability to meet clients wherever they are. There is no brick-and-mortar location, so there is extreme flexibility and the ability to share custom eyewear even in the comfort of your own home. “For example, this model works very well for busy professionals looking for a unique experience on their schedule, even in the office, and seniors in care communities. I love helping people see clearly and improve their quality of life,” Brianna says.
So how does the process work to select a pair of eyeglasses without setting foot in a glasses store? “I start with a discovery call, ideally a video chat, to talk about your likes and dislikes when it comes to your eyewear. I also take things one step deeper by diving into your style and what you want your glasses to say about you. Do they say ‘I’m the expert’ or do they say ‘I’m fun.’ I want to help you share that part of yourself with the world."
"Next, I will work on curating a collection of frames based on our call. I go through my hundreds of frames and pull a personalized selection of maybe 40. I help to get rid of all the noise, so this experience is really tailored to you,” says Brianna. She also works with vendors who deliver customizable frames, so every client can be assured their pair of eyeglasses will fit perfectly. Clients simply need to provide their prescription, and Brianna takes care of the rest.
Brianna has been working hard to bust common misconceptions around what it means to offer mobile optician services. “A common misconception is that I can’t do as much as a physical store location. However, because I am willing to go out and find what you want, and I work with many companies to get you what you’re looking for, I'd actually say it's the opposite. I can offer more products and solutions. For example, I encourage all of my clients to do an ocular hygiene treatment during our appointments to ensure visual comfort.”
So far, the response to Framed Reverie has been extremely positive. “I have had a lot of referrals from my current clients. A lot of the people that I network with refer me right away. I also do pop-up boutiques in senior communities and home parties,” Brianna says. While Brianna thinks this kind of tailored service is the way of the future, mobile services harken back to a time when doctors and other professionals would visit their patients and clients door-to-door.
“I really think mobile is the way of the future,” Brianna says.
Because her experience has been so positive, Brianna has become a mentor, helping to support others interested in mobile optician services in the same way she was inspired by the course she found. She lives and loves our Lake Minnetonka neighborhood, but she also has clients from Duluth to Red Wing. “Framed Reverie is my dream, and I adore what I do.”
For more information on Framed Reverie and to schedule a call with Brianna, visit framedreverie.com.
I love helping people see clearly and improve their quality of life.
I go through my hundreds of frames and pull a personalized selection of maybe 40. I help to get rid of all the noise, so this experience is really tailored to you.