Eyezone Emporium

Mark Feldy

‘Fashion for your face’ offers the irresistible promise of whole new image for those of us blessed with the need for specs. Buying a pair of glasses has the potential to be as mind boggling as the hunt for flattering bathers. But Eyezone Emporium turns potential pain into pleasure.

Owners Sue and Mark Feldy not only offer fashion, but functionality. For 13 years, this thriving business has been surpassing the expectations of the visually challenged ensuring glasses fit beautifully and are loaded with lenses that provide crystal clear vision…even for prime ministers.

The store stocks the latest designs in optical and sunglass frames from all over the world. New stock arrives regularly so Malvern shoppers are always ahead of the trend. According to Mark, the ‘latest look’ can change several times a year. “Lately, Dior has been hot, hot, hot!”

“I really love styling our clients so they look fabulous – as well as being able to offer them perfect vision for any scripted frames,” says Mark.
“It’s so satisfying when our clients come in and tells us how everyone loves their new optical frames and sunglasses.”

It’s all about trust. “We’re here to make you look and feel great!”

Mark attends overseas trade fairs in Milan, Paris and New York. “Being an independent optical business, we can react quickly to new directions and trends and we usually receive stock within a few weeks.” He is always keen to return to the thriving Malvern neighbourhood where he recognises so many well-framed faces.

Happy customers abound. If you’re looking to make a certain statement, it’s worth remembering that Sue Feldy, Eyezone Emporium’s official stylist, made the headlines back in early 2013 when she was asked to fly to Canberra to help Prime Minister Julia Gillard choose a new set of glasses that provided a certain gravitas. Sue took 100 pairs and once the PM had gone public with the chosen specs, the media went crazy. The frames even had their own twitter account. At the time, Sue and Mark couldn’t keep up with demand with stockists struggling to supply the rose-coloured, translucent frames from American brand Oliver Peoples, to Malvern locals.

Sue is clearly an insightful ‘mirror’ for those of us living in this magnificent neighbourhood, when we are seeking that perfect look. Malvern’s stylish clientele provide a perfect canvas for this talented team who appreciate the sensibilities, wardrobes, homes and vibe of this very fashionable pocket of Melbourne.

Visit the store’s facebook and Instagram accounts for more great stories about this iconic business.

"We’re here to make you look and feel great!"