Modern spectacle-maker Tom Broughton on his life-long passion for glasses, his most unusual commissions and why he named the business Cubitts.
What led you to establish Cubitts?
When we had family photos, my Dad used to take his glasses off and I always wanted to put mine on. People see wearing glasses as something they shouldn’t be proud of, but I’ve always believed that a pair of spectacles not only gives you vision, it gives you style. I did a degree in econometrics and then worked for Transport for London and Spotify. The whole time I had this idea about starting a spectacles company and, in 2013, I went for it.
What sets the brand apart?
We now employ 80 people and everyone who joins has to make a pair of spectacles. We really care about the product and it’s important to understand what goes into making it. If we don’t think a frame suits a customer we tell them, and we have a ‘no-upselling’ rule. It’s about building trust.
How has London’s taste in glasses changed over the years?
When we launched, our best-selling colour was black but now people are going for a turtle shell colour or slate grey. There’s a growing demand for spectacles and sunglasses with bold frames, so our top three are thick, heavy designs. Also popular are super light frames made of thin metal – steel, wire and titanium. Most of our frames are made from a plastic that is derived from cotton pulp and wood chippings, and we have used materials such as water buffalo horn and rolled gold.
Who is your typical customer?
The gender split is about 60% men and 40% women; our youngest customer is 16, our oldest 95. When we did our last survey, 29% of customers identified as working in creative industries, so we get a lot of architects and graphic designers.
Who is your typical customer?
We trade in three areas of London so at The Royal Exchange it’s City guys and girls, in Camden Passage we get families and in Soho, tourists. Chocolate is universally enjoyed so generally we have customers of all varieties, from people who’ve never stepped foot inside a chocolate shop before to people who are brand loyal.
What is your most unusual commission?
David Emanuel, who designed Princess Diana’s wedding dress, brought a picture of Brains from Thunderbirds with his boxy glasses. He wanted the glasses to wear him rather than the other way around, so we made his bright blue spectacles as big as possible. Another chap, who had been in a car crash, only had one ear. On the other side of his head was a metal plate with a bolt that he wanted to be part of the design, so we designed an arm which wrapped around it.
How do you marry traditional craft with new technology?
Technology speeds up the process of making a beautiful, handmade product. We use a machine to cut out the front piece of the spectacles which means we can spend more time on the pinned hinges and the finish. Three years ago, we won a government grant to develop new technology that we’ve called Cephalometrics. With an iPhone or iPad, you take a face scan which gives a really accurate set of measurements; frames are then fitted to the face and customised to make a one-off design.
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Of your ten stores, which is your favourite location?
I love my first shop in Soho; it’s a beautiful Georgian building on a diminutive corner. I know every single part of that store and there were nights I slept there.
What do you love about London?
That there is so much history. We are named after the Cubitt brothers. I used to live in Cubitt Road in King’s Cross, site of their building yard. They were three sons of a Norfolk carpenter, who came to London in the 1800s and created the first modern system of building. The brothers believed that good design didn’t have to be the preserve of the rich. I like the fact that my business is named after solid, honest people with principles.
What are your future plans?
We are London-centric and I would like to take Cubitts around the world, whether it be by opening stores, going online or with partnerships. I love the idea that people will know us in cities such as Tokyo, Melbourne, Reykjavik and beyond.
68 Jermyn Street, SW1Y 6NY, 020 7930 0100, cubitts.com
MALLON+TAUB W1
Optometrists Joan Mallon and Shanah Taub's ethos is to ‘dress the eyes and have fun doing so’. With every effort made to deliver, the philosophy seems to be echoed in the boutique’s stylish interior and friendly and knowledgeable team.
32 Marylebone High Street, W1U 5JH, 020 7935 8200, mallonandtaub.com
E.B MEYROWITZ W1
Established in 1875, E.B. Meyrowitz has long since been the world’s foremost purveyor of luxury optical goods. Built upon the tenets of exceptional service, their traditional craftsmanship and rich history are at the very heart of E.B Meyrowitz's philosophy. Driven by the desire to fashion exceptional handcrafted spectacles, the artisan endeavours to grant patrons not only a piece of eyewear but a memorable experience for years to come.
6 The Royal Arcade, 28 Old Bond Street, W1S 4SF, 020 7493 5778, ebmeyrowitz.co.uk
Image above: E.B. Meyrowitz
ROGER POPE & PARTNERS W1
Established in 1987, Roger Pope & Partners has grown from strength to strength and holds Royal Warrants from Her Majesty The Queen and His Royal Highness The Prince of Wales. Offering the finest in eyewear products, they provide a range of luxury frames including solid gold, diamonds, natural horn and wood finish. Their experienced dispensing opticians will help you find your ideal frames and take great care to ensure the fitting is perfect.
41 New Cavendish Street, W1G 9TW, 020 7935 2124, rogerpope.co.uk
EYEWORKS LONDON SW7
Eyeworks London opened its doors in the summer of 2010. Inspired by a need to give spectacle wearers more choice in a market dominated by multiples and mass-produced budget eyewear. Offering quality, style and variety with a collection of contemporary eyewear, sourced from all over the globe. Offering a welcoming environment, step into Eyeworks and you'll find yourself enveloped in approachable luxury with Eames chairs, Victorian tiles and a beautiful antique refectory table.
44 Gloucester Road, SW7 4QT, 020 7584 2697, eyeworkslondon.com
Image above: Eyeworks London
THE EYE PLACE W1
This independent opticians is owned and operated by Alex Kemp, a third generation optometrist. The Eye Place has spent the last decade building an enviable reputation founded on using state of the art and cutting edge technology alongside dedicated long-term personalised commitment to patient care. Digital technology collects data and monitors your ocular health which is paired with expertise to offer precise advice on eye-wear fashion.
5 Charlotte Place, W1T 1SF, 020 7583 1936, the-eye-place.co.uk
THE EYE COMPANY W1
As one of the new wave of independent opticians, the creative spirit and personality of their client base inspires The Eye Company to provide the exceptional, the individual and – above all – the wearable. Based in Soho for over 25 years, they offer an outstanding range of services and a personal approach. Bringing the most distinct and glamorous styles to the UK as well as challenging the conformity of the big chains, The Eye Company believe people should wear glasses because they want to, not because they have to.
159 Wardour Street, W1F 8WH, 020 7434 0988, eye-company.co.uk
