by Joe Wilhelm Jr.
Staff Writer
A T-shirt, board shorts and flip-flops are normal attire for people who live at the beach and also for some of those who move their businesses to the beach, including Ocean Waves President Kevin Carlson.
“I’m living the beach life now,” said Carlson.
Until recently, Carlson operated his polarized sunglass business from his optical lab in Mayport. The sales happened through reps, dealers, chain stores, special events and the Internet.
The economy has caused some of his sales outlets to close and he has responded by opening his own store at the Shoppes at Pier Point in Jacksonville Beach.
“We are not trying to compete with our dealers,” said Carlson. “But dealers can only carry so many styles and we can offer a better selection with our own store.”
Before opening the new store, Carlson introduced about six new styles each year. By the end of this year, the approximately 1,600-square-foot store will feature about 140 models of Ocean Waves sunglasses.
“We can really mix and match lenses with frames and customize the sunglasses for our customers,” said Carlson.
He has seen other changes as a result of the economy. At one point, Ocean Waves employed about 60 people, but Carlson has cut his staff to four, not counting sales reps.
“We downsized a lot and it’s been fantastic. We are much more efficient. I don’t think we will ever be back at 60 people,” said Carlson.
One of his recent hires is optician Maurice Sweatt, lured out of retirement to help Carlson increase prescription sunglass sales.
“Go to the eye doctor for exams and regular glasses. He has the knowledge and the experience to provide those services,” said Carlson.
“But why not come to someone with over 30 years of experience producing polarized lenses when you are looking for sunglasses?” he said.
Carlson touts his product as the best on the market because he uses glass lenses instead of plastic, and he claims glass is able to provide a clearer field of vision for polarized lenses.
“Polarized lenses work like venetian blinds. They eliminate glare when light reflects off an object,” said Carlson.
Cutting down the glare allows eyes to stay relaxed and not strain against the bright light. He also stands by his product’s ability to block out harmful ultraviolet A and B rays.
Not content with the hundreds of different combinations of sunglasses the new store will be able to offer, Carlson is also trying to build a new product for his surfing buddies, called Zuki’s.
They are a goggle-like pair of sunglasses with a strap that wraps around the head above the ears and another that slips under the chin, so they can’t slip off.
While they may look different, they could help protect the eyes of those who spend a lot of time in or near the water.
“It will help surfers see the water better and pick out a good set because they won’t be battling the glare, and lifeguards who are staring out at the water all day, but need to be able to go into the water at a moment’s notice,” said Carlson.
He began to develop the glasses after he heard about pterygiums, (pronounced ter-ig-ee-um) which is a raised, wedge-shaped growth in the corner of the eye near the bridge of the nose that can appear in the eyes of people who spend a lot of time in the sun.
He plans to sponsor some surf competitions to launch the new product.
Another sport that benefits from Carlson’s business is golf. His polarized lenses can help cut down the glare off the greens and, in turn, help golfers read the greens better.
“We are going after a lot of new markets. We want to take it to the next level,” said Carlson.
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