At SILMO Paris, we sat down with Martha, Marketing & Communication Manager at Promosalon Netherlands, the organization that connects Dutch professionals with international trade fairs across multiple industries.
In this conversation, he shares how storytelling, design and authenticity come together to build a brand that has become more than eyewear: theo eyewear has become a community.
At SILMO Paris, we sat down with Loes Brussen, founder of the reading glasses brand Frank & Lucy. With more than 35 years of experience in the optical industry, from publishing to brand building, Loes has seen the industry from almost every angle. Her mission with Frank & Lucy is simple: turn reading glasses from a necessity into something people actually enjoy wearing.
At SILMO Paris, we spoke with Julia Berger, European Marketing Team Leader at Charmant, about marketing across Europe, the unique craftsmanship behind Japanese eyewear, and why digital visibility is essential for opticians.
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.
In this Embrosa Talks, we spoke with Marcel Tabbers, director of Venlo Partners, about the why, the how, and above all, what you gain when you view city branding not as a marketing project, but as a joint process of meaning-making.
Marco Hering has been Head of Marketing at Lunor for 11 years. In this interview, he talks about what it really means to market a brand built on quality, why demographics alone don't explain buyer behaviour, and how the Limbic Type framework is changing the way Lunor thinks about its audience.
Let’s start with a simple question: what does it take to run a premium brand in 85 different countries For Stephanie Blab, Online Communication Manager at Rodenstock, the answer lies in structure, trust, and collaboration. We sat down with her to learn how Rodenstock supports local marketing teams across 85 countries, while keeping the brand’s identity sharp and consistent.
Sustainability isn’t rare these days — but true, unapologetic mission-driven branding still is. At De Fryske, sustainability isn’t a department, a label, or a campaign. It’s the blueprint. And it’s working.
In this conversation, founder Catharinus Wierda walks us through how De Fryske turned an idealistic rebellion into a recognisable, purple-packaged, mission-aligned brand on the shelves. One that makes people stop, think, and taste.
What happens when beer meets mission? In this conversation with Rik Feijen, co-founder of Rabauw, we dive into what it takes to build a social enterprise with real flavour: both literally and brand-wise.
Gen Z has a unique way of shopping that might surprise you. They rarely open newsletters, often skip ads, and continue scrolling until something truly resonates with them. If you want to grab their attention, it’s time to leave behind polished campaigns and embrace authenticity.
What does it take to stay relevant in a rapidly changing optical industry? For Céline Horn, CEO and Owner of Beck Optikhandel in Switzerland, the answer lies in combining tradition with future-thinking. In this Embrosa Talks interview, she shares how Beck Optikhandel is growing beyond its roots as a technical wholesaler to become a true support partner for independent opticians.
What can an aluminum window and door frame company teach us about dealer marketing? In this interview, Frans Seijsener, the commercial director of Atoom13, a producer of aluminum door and window frames, shares how his company helps local dealers grow their businesses by supporting their positioning, marketing, and customer experience.
When you think of B2B2C marketing, “seamless” is rarely the first word that comes to mind. Especially not when the goal is to activate hundreds of resellers — like opticians — across a region, using personalized, on-brand campaigns that actually get noticed. But that’s exactly what CooperVision Benelux has managed to do. And they didn’t get there by pushing harder. They got there by partnering smarter.
In this in-depth conversation, we sat down with Sander Uittenbogaard (Digital Marketeer) and Bianca Kalkman (Brand Marketing Manager) to uncover what it takes to truly support resellers in the digital age. What follows is a masterclass in alignment, personalization, and trust.
What does it take to build a successful children’s eyewear brand? In this interview, Marieke Florisson, brand manager of Milo & Me, shares how she turned a simple idea into a global success. Discover her insights on design, content creation, and connecting with young audiences across borders.
Melanie dives dives into the world of branding with branding expert Silvie Helmes of Luidspreker. Silvie explains us why 'Branding' is more than just a logo or a color scheme. Find out how branding shapes the perception of your business and how to use branding to create a unique brand story.
Melanie interviews Chris from Brik.Digital about Local Findability and making “good” websites. This video gives great tips for local business owners and brand managers that can help you convert online interested parties to real customers in your store.
This is a success story about how Luidspreker, a communication and design agency, helped our company Embrosa with our rebranding in 2024.
Trade marketers can amplify the effectiveness of their marketing campaigns by giving local resellers the center stage. They can include photos or videos with resellers in them, integrate their company name and logo, hone in on local targeting in the vicinity of each reseller, craft remarkable customer experiences at these reseller locations, and avoid store locators that list multiple resellers.
Local resellers offer accessibility and convenience to customers while also providing an opportunity for them to experience the product. Selling through local resellers enhances your brand's visibility, connects you with local consumers, and builds trust through word-of-mouth recommendations.
Use the power of repetition to ensure that buyers remember your brand as the premier solution and their nearby reseller as the #1 go-to place for addressing their needs or issues. You want to be top-of-mind when the time comes. Hyper-local marketing campaigns effectively embed this message in potential customers' minds without being overpowering.
Reseller marketing campaigns are strategically crafted to sway potential customers during their online research phase. To attract online researchers to your resellers' stores, it is essential to develop compelling messages that heighten awareness about their needs, your brand, and your products, and also cement their knowledge of your reseller's local presence.
Gain access to comprehensive dashboards for both brands and resellers, offering valuable campaign insights including reach, views, engagement, clicks, and leads generated. Benchmark reports will help you compare shop, ad, and channel performance, while app statistics provide in-depth visibility into how your content is being viewed on the Embrosa mobile brand portal.
Having a business is exciting, yet it can be stressful. Especially when your business involves change and innovation.
When it comes to content marketing: it truly is a matter of being persistent, keeping the content coming at a regular pace.
As anyone with an Instagram account knows, photos are what social media is all about. However, as a business owner, it can sometimes be difficult to think of new ideas to keep the photos on your business feed fresh and interesting.
Embark on the inspiring journey of Embrosa and meet The Embrosians and its dedicated investors along the way.
What does the name Embrosa mean? How did the founders of Embrosa, Rogier and Melanie, come up with this name?