Listening to your stores: Teresa Faria on building eyewear brands that actually get sold
Managing seven eyewear brands across 44 countries requires more than great campaigns. At SILMO Paris, Teresa Faria of Go Eyewear explains why listening to opticians and partners is the foundation of effective trade marketing.
Written by
Embrosa
What does it take to manage marketing for 7 eyewear brands in 44 countries? For Teresa Faria, Marketing & Communication Director at Go Eyewear Europe, the answer is surprisingly simple: listen.
At SILMO Paris, we sat down with Teresa to talk about brand identity, trade marketing, and why the most important insights often come from the people on the shop floor.
The people in the store make the sale
Many marketing strategies start at headquarters. Teresa prefers to start somewhere else: the optician’s store.
“The people in the stores are the ones making the sales. So you need to ask them what actually works in their store.”Teresa Faria
Marketing and Communications Director Europe - GO Eyewear
For Teresa, visiting stores and talking with partners is essential. What attracts people inside? What information do customers need? Do displays help? Or storytelling? Those answers shape how Go Eyewear develops marketing materials and retail concepts. Sometimes the insight is surprisingly simple.
When a display changes sell-out
One example Teresa shared is a retail concept called the Enigma tower: a display developed together with partners to present their eyewear collection more prominently in stores. The result?
“Because the display was better, the sell-out increased.”Teresa Faria
Marketing and Communications Director Europe - GO Eyewear
It’s a reminder that trade marketing isn’t just about campaigns or social media. Sometimes the biggest impact happens right in the store. A well-designed display doesn’t just show products, it elevates the brand and improves the entire retail experience.
Seven brands, seven identities
Managing seven brands means thinking carefully about identity. Each brand needs its own voice, its own visuals, and its own target audience. Take Ana Hickmann, for example. The brand focuses on urban women and features a distinctive design concept that lets the temple of the frame be switched to create different looks.
Another brand, Trussardi, targets a more classic and elegant consumer with refined materials and details. According to Teresa, the key is consistency. Photo shoots, styling, and campaign visuals are planned six months in advance, guided by mood boards and a clear vision of the brand’s personality. Over time, that consistency creates recognition.
“When someone sees the image in an optician’s store, we want them to immediately recognize the brand.”Teresa Faria
Marketing and Communications Director Europe - GO Eyewear
Great sales agents build relationships
Another key part of Go Eyewear’s success lies in its sales agents. The best agents don’t just sell once and move on. They return, follow up, and build trust with customers. They remember birthdays, bring croissants in the morning, and take time to understand the shop. Small gestures, but powerful ones. Because in the end, eyewear is a relationship business.
Learning by doing
When asked what advice she would give young trade marketers, Teresa’s answer was refreshingly honest. Start from the beginning. Learn step by step. And don’t be afraid to make mistakes. It’s that mindset: curiosity, humility, and constant learning, that keeps marketing evolving.
“You learn by making mistakes. The important thing is to listen and learn.”Teresa Faria
Marketing and Communications Director Europe - GO Eyewear
Why trade shows still matter
We spoke during SILMO Paris, one of the most important events in the optical industry. For Go Eyewear, the fair marks the start of the season. It’s a moment to present new collections, meet international partners, and strengthen relationships. And perhaps most importantly: to listen.
Whether it’s a sales agent, an optician, or a customer: the best marketing ideas often start with a simple question: What actually works in your store?
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Watch the full interview
Watch this great conversation about trade marketing, brand building, and the power of listening to your partners. One insight that really stood out: "The people in the stores are the ones making the sales. So you need to ask them what actually works in their store."
