Frames

Quality is a word that is so over used, it has nearly lost its meaning. The problem is, there isn't a replacement word in our lexicon that communicates the original meaning...

So, how does one find quality in the world of frames? Every frame manufacturer claims to make "quality" frames (can you imagine anyone

saying 'we sell cheap, junky frames.'?) Yet one can find the same range of quality in frames as can be found in nearly every other consumer product. Sometimes we use the bicycle analogy: the $89 bike from WalMart is just that, an $89 dollar bike; the technology you find at a bike shop is going to be priced higher, but actually has more value if you are a biker. Frames and lenses fit the analogy very well.

We are very picky about the frame lines we carry. Our two primary goals in selecting frames are: selecting well made frames (or "quality" in its original context) and selecting today's best styling. We are much less impressed by brand imaging, but we use it when it fits the first two priorities.

Today, the Japanese and Europeans tend to make the best frames. While this is just a rule of thumb, it is a good reference point when you look for frames if you want stylish, comfortable frames that will withstand hard use.

Because we sell the market's best frames, we can offer the industry's best warranty (see our exclusive warranty here.)

Visit SouthWest Vision to see how our master eyewear consultants can enhance your image with the finest frames available in today's marketplace!