My Ace & Tate experience

It's been a long time I wanted to push the door of one of the Ace & Tate stores.

The Dutch brand is present in a few countries: Germany, Belgium, Denmark and Sweden (Austria & UK coming soon).

In Belgium, where I am based, Ace & Tate opened a store on the stylish Antoine Dansaert street in Brussels in September 2017.

The refined clean look of the Ace & Tate store caught my attention. No frills, no stunts, but rather authenticity and factualness.

The first question of the sales advisor, Antoine, is about what I am looking for, what my preferences are. The interest is sincere, the focus is clearly on me. Get to know your client.

While I am talking, Antoine discreetly analyzes my features, and after careful discussion, introduces me to the eyeglasses frames that could match my face shape and complexion.

I am openly informed that men and women glasses and sunglasses are handmade and that the cost is 98 euros including prescription lenses and eye examination. Straightforward. I love it.

Ace & Tate keeps it simple. From design & manufacturing to marketing & sales.

When I ask Antoine why the price is so fair, he tells me that Ace & Tate employs its own designers and manufacturers and does not have to pay for expensive license holders and retailers.

Antoine tells me that each pair of glasses has anti-reflective and anti-scratch coatings, and that all sun and optical glasses are provided with UV shield in order to protect eyes from sun damage. Oh and it is, of course, included in the 98 euros.

Simply put, I have had a 20-minutes eye examination test, relevant advice from one of the most professional and amiable sales persons I have ever met and a pair of optical glasses for a very honest price. Please note that at Ace & Tate, you can have your glasses ready within a day for 20 euros more.

And here I am, wearing my new Morris Champagne glasses - and absolutely delighted with my experience!