Zita and Dano: Every experience is unique

It's been several years since the early plans for an optician's were sketched out in the Grigar family living room. What does ZITA look like today, and where is it heading? Our founders Zitka and Dano share their thoughts.

20. March 2024, Author: Paula Blahová, Photo: Jakub Čaprnka

ZITA is my mum. Six years after opening, people are still surprised they can actually meet Zita in the shop. What do ZITA and Zita have in common?

Z: At the optician's, we don't really distinguish between Zita and ZITA. But yes, we're similar in many ways. ZITA and I both care about humanity, willingness, how people treat each other, good relationships within the team and with clients. But ZITA is all of us. We pull each other forward. Like wild geese (laughs). When they fly, they take turns at the front – the one leading breaks the air so the others have it easier. If someone's struggling, they help them. That way they're faster, more efficient. It's the same in our shop – things flow when we're not doing it alone.

We're growing – we've added a new location, more clients, more colleagues. How do you think our optician's is changing, and what stays constant?

D: Business isn't only about economic growth. We can't forget about the unique human experience each client has. It's important to realise that every visitor's experience at our optician's is shaped by a specific moment they live through with us, the colleague who looks after them, and the frames we offer them. And even if they're maybe our thousandth client, we're still their first ZITA. At ZITA, we understand that our growth stems from each of these visits.

Z: Naturally, there are clients we couldn't help the way we wanted to, despite trying hard. That always saddens me. Every unique experience matters to me.

D: They say that when a company grows, it inevitably compromises on individual approach. We're trying to prove this wrong and not lose focus on the individual. Just as we don't stop discovering new products and innovations. Humanity and curation are values deeply embedded in our DNA. We continue to offer frames people deserve, in a way that makes them fall in love.

What makes the frame selection at ZITA exceptional?

Z: When we opened ZITA, the Slovak market was still dominated by square metal glasses. But even then, we brought round, oval frames. We've always wanted to nudge people forward, even just a little. To carefully sense their needs and try a frame with them they might not reach for at first glance. I still remember when we went to our first optical trade fair in Paris. We were standing in the queue for the cloakroom and people around us were wearing really beautiful designer frames. And we hadn't even stepped inside yet. We always come back from trade fairs feeling braver. Often we bring back unknown brands, frames from small family workshops and independent studios. Each one is special – whether in shape, colour, or how the material is worked.

D: At the same time, product quality is very important to us. A frame must be made from durable material and all our colleagues must be able to work with it comfortably. Our clients trust that when they come back after a few years, they'll always find something new. And that's not just about products, but also equipment or the team.

What possibilities does the new Pradiareň space bring?

Z: Personally, I think we fit beautifully into the historic Pradiareň building as a family business. We're not trying to transform it, just complement it. Pradiareň is rich in light and space. It brings freedom when trying on frames or testing your sight. At the same time, everyone can find their own place where they can choose their dream glasses undisturbed. We can serve several clients at once without taking away anyone's comfort.

D: At ZITA we're detail-oriented and believe in evolution rather than revolution. We'd been planning the second Bratislava location for a while, but we carefully weighed every decision. An airy industrial space with large windows might not be where you'd expect an optician's. We tried to create a shop we'd enjoy working in, and through us, clients would enjoy too. During our six years of operation, we've found that the selection experience can be limited by space – by light or acoustic environment, for example. Pradiareň brings progress in these areas and gives clients more comfort, but with the same loving service they're used to. Our approach won't change, there will just be more space and people in Bratislava will be able to choose from two locations.

Why does an optician's need humanity?

D: I think society as a whole needs humanising. We're doing it through an optician's because that's our tool. We're trying to bring change to an environment we can influence. And not just in what we offer clients, but also to people in our field. We enjoy employing people, watching them grow, helping them build confidence. Opticians in Slovakia are significantly under-resourced, so every person who wants to dedicate themselves to it is precious to us. We try to build diversity in the team – we have older and younger colleagues, Slovaks and Ukrainians. We also connect different professions; it's important to us that a marketer understands an optician and vice versa.

Z: Sometimes clients come to us with mistrust. They don't know if they'll find something or how much it will cost them. Fear of buying can be amplified by the fact that glasses aren't just an accessory, but also a functional medical aid. At ZITA we only offer products we truly trust. It's not just about profit for us. If we see something doesn't suit them, we don't push it. We're happy when a client opens up during their visit and leaves with a smile.

Has Optika ZITA changed the view of wearing glasses in Slovakia?

Z: We try not to make glasses a handicap. A good optician knows how to empathise with someone who simply has to wear glasses. Through the right selection, we build confidence, create an experience of wearing them. That doesn't mean we choose bold glasses for everyone. Even delicate frames can beautifully accentuate a face. Since opening the optician's, we've gained more older clients and more complex cases. People now come to us with expectations – they're looking for careful attention, a wide and beautiful selection of frames. We're glad when they mention on leaving that we didn't disappoint and that their experience was what others described.

D: On the street we're meeting more and more of our glasses. And they're meeting each other too! We feel it as a privilege that at ZITA we have some influence on what people wear on their nose. If it's beautiful, quality, and makes them happy on top of that, we know we're doing well.

"An airy industrial space with large windows might not be where you'd expect an optician's. We tried to create a shop we'd enjoy working in, and through us, clients would enjoy too."