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SIGHT OPTICAL
GRAND RAPIDS, MICH.
WWW.SIGHTOPTICALBOUTIQUE.COM
OWNER: MICHAEL McCONNELL

A SITE TO SEE

Sight Optical banished the stereotype of a Midwest boutique. A newcomer to the industry with a brick-and-mortar store nestled into Michigan’s East Hills District, they exploded onto the e-tailing scene with a youthful presence and sleek visual appeal. Taking an independent approach, the company communicated its identity throughout multiple internet venues. Whether promoting events on the website, digitally marrying products with carts in the web shop or keeping audiences interested and informed on Facebook, Instagram and Pinterest, the company was not afraid to take risks and managed to balance its in-your-face attitude with an inviting, eye-catching environment. Last year’s submission from Sight Optical described it best: “We wanted to create something that was powerful visually, as well as clean, modern and easy to navigate. There is a science to social media and we have mastered it to some degree.” ■

cwolinski@jobson.com