Project Overview

PCD Elements - Designer Eyewear Collection.

Handcrafted jewellery for the face, inspired by beautiful and functional elements for everyday pleasure. PCD Elements is an exclusive range of limited edition, titanium and sterling silver eyewear. The collection offers balance and styling, delivering elegant and enduring eyewear. The construction methodology is unique to PCD with the hinge element as the identifying feature, reinforcing strength whilst being integral to the overall chic design. 5 styles, 5 colours, 25 possibilities.

Organisation

Peter Coombs Design

Team

Peter Coombs - Designer Jeweller Metalsmith
Rebecca Coombs - Marketing

Project Brief

This project is more of a personal challenge for me which is every designers ultimate brief!

BACKGROUND
I, Peter Coombs, am a Designer Jeweller Metalsmith who has 30 years of experience working with fine materials, textures and mechanics. Prior to the release of PCD Elements, I had built a solid reputation for hand crafted designer eyewear gaining international award recognition and high profile clients. Elton John has purchased 25 pairs.

TARGET MARKET
Leveraging the trend towards preference for quality hand crafted versus mass production personal goods, the eyewear should appeal to those looking to make a statement about their individual style.

POSITIONING
Be the leader in positioning exclusive eyewear as jewellery for the face.

PRODUCT DELIVERY
Deliver eyewear that empowers the wearer, enhancing their individuality and style. Take the lead on trending styles by utilising hand crafted design and production techniques that mass production cannot deliver. Deliver eyewear that is functional, comfortable and lasts longer than any other on the market.

PERSONAL GOALS
Re-emerge and build upon my existing reputation and history for award winning eyewear worn by stars. Prove that high quality hand-crafted has a place in the modern eyewear market place. Make beautiful things that enrich people's lives.

Project Innovation / Need

In my opinion, the Leaf hinge is the inherent flaw/weakness in 99% of eyewear frames available on the market be they the $10 versions from the local servo up to and including the $2000+ design house offerings.

My background in design has led me to consider things in a structural manner. My goal has been to develop a strong stylish hinge along the lines of a bridge articulation. Titanium used laterally gives a crisp line and strength while the sterling silver adds warmth with softer lines.

The nose piece is also an innovative element of the design. It is a two-fold solution whereby the nose piece also acts as a clamp mechanism holding the rims in place. The lateral strength of the titanium is the key to this solution. Most frames require the removal of two or more screws in each rim to fit or replace lenses. This design requires the removal of one screw only.

Design Challenge

The eyewear marketplace is divided. On one side you have a war being waged between retail chains heavily discounting mass, off-shore produced designer eyewear that are constructed as disposable accessories to be replaced when next years' health benefit kicks in. On the other side there are niche eyewear brands operating at the high end of the market that still require mass economies, distribution and sales turnover in order to build their brand. While both of these players are successful in my marketplace, I do not compete with them.

I have identified a market that now looks for home-grown, quality and inspired ideas leading to good design. My customers are stylish individuals whom are happy to spend a little more in order to communicate these ideals, beliefs and passions to their world.

My offering is rare, handmade and comes with a personal guarantee of quality. My eyewear is like a work of art, there is no other exactly like it. The design and methodology is a result of one person's journey demonstrating beauty in structure as a result of form following functionality. The attention to detail and finishing is superior and I am one of a handful of craftsmen that can deliver this offering in Australia.

Sustainability

PCD Elements frames are created using materials as they are. There are no coatings. They are the materials in their raw form, all of which can be refined and re-used.

More importantly, the eyewear is designed and made to last more than a lifetime. The titanium can be re-finished and re-coloured, the rims can be re-polished and if need be the stainless steel screws can be replaced. Lenses can be replaced and fitted in a process that has been simplified by the design mechanics.