SUZY GLAM // Small but Mighty
SUZY GLAM requires no introduction to readers of this magazine. Founded in 2012 in Utrecht, the Netherlands, the small independent label has already left a significant footprint in the eyewear business, including its own flagship store in Amsterdam. The secret to success: SUZY GLAM has always had a consistent design philosophy and developed a signature style without following every trend. To achieve the strong three-dimensional character of the frames, every new model is first sculptured in acetate before creating the technical drawing. Speaking of new models, in our label update we learn from co-founder Susanne Klemm what’s in store for 2019.
»Suzy Glam Twinkles«
“Charming glasses for smaller eye-sizes, a group that SUZY GLAM has successfully served form the beginning.”
»Suzy Glam Travels Lighter«
“The success of its predecessor is redesigned to get a thinner, more contemporary look. With ‘Suzy Glam Twinkles’ there is another frame for customers with smaller eye-sizes.”
»Suzy Glam Decides«
“A classic panto shape, but not just a copy of the ‘30s original! The edgy bevels give this frame a dastardly look. The colors Oil, bio acetate Timber and SUZY GLAM’s own Jade make male wearers look both flamboyant and cool.”
»Suzy Glam Works Out«
“A very subtle ‘tube-shaped’ design that has a modest but very well-balanced appearance. The rounded finishing, typical for SUZY GLAM, gives this frame a certain fluidity and has been improved in order to achieve a more solid construction.”
»Suzy Glam Catches Up«
“Another frame in the ‘tube-shaped’ series. A big, outgoing oval shape with a very vivid character. The standard model is emphasized by the bright colors Lemon and Lavender. A light-hearted frame in every way. In the limited edition model ‘Stripe’, Susanne Klemm’s jewelry background is truly visible. This edition of only 40 pieces comes with a cross-body denim purse. Every purse is handmade by Susanne herself in the evening hours. The striped acetate of the frame is also used for the purse but can also be worn separately as a necklace. The fabric of the purse is made of 100% recycled denim.”
Susanne Klemm about the latest collection highlights:
SUZY GLAM co-founders Susanne Klemm and Etienne Frederiks are personally involved in every aspect of their two-person company. They even learned Italian to improve the relationship with the small, family-owned Italian factories supplying their acetate, which has already led to a significant quality boost for their frames. For the dynamic duo, operating as a small independent label does not mean bothersome work. Just the opposite – it’s their secret to success.
“Being small means, you can be lean and agile. It also gives us the freedom to do what we like; just making great frames with an intrinsic design value,” says Susanne Klemm, adding: “We don’t want to come up with all kinds of marketing activities to give the frames extra value. We think it’s better when you make frames that speak for themselves, so you don’t need all this.”
Promotional efforts are limited to a campaign for optical retail with a revolving door of top-notch artists. This year’s campaign was created by Hanneke van de Pol, a Dutch artist known for combining modern graphic techniques with classic design elements. The abstract drawings show the essence of SUZY GLAM: Frames that resemble well-balanced sculptures, charged with the attitude of flashy accessories that enhance the wearer’s face like well-appointed make-up. If ever an eyewear brand embodied the adage ‘small but mighty’, it’s got to be SUZY GLAM.