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Henrico, VA

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News Release

April 2018

Eyemart Express Launches Exclusive Plume Collection

DALLAS - Leading national eyewear retailer, Eyemart Express, announces the launch of Plume, an exclusive lightweight and colorful frame collection for women. Like their namesakes, Plume frames are feather-light, beautifully handcrafted from ultra-thin UTX, a type of plastic that makes the new line 40-percent lighter and half as thick as typical frames. Take comfort to even greater heights by pairing Plume frames with a light and thin lens.

“Our Plume collection was designed to capture the joyful and confident spirit of our customers,” said Paula Blomquist, chief marketing and merchandising officer at Eyemart Express. “We created an elegant, comfortable and designer-quality frame option, at an affordable price, that seamlessly transitions between occasions.”

All five Plume styles are inspired by fanciful birds:

  • Finch: This style adds harmony to any wardrobe with sweeping lines and contours in rich reds.
  • Flicker: A gentle cat-eye shape in muted shell and blue coloring provides expression reminiscent of the charming bird.
  • Ibis: A combination of striking black lace and blue mosaic colors lends exoticism to subtly curved frames that appear to take flight.
  • Lark: Dashes of grays, whites, blacks, light pinks and purples make this otherwise soft-shaped frame a striking captivator.
  • Pipit: Light, sweet and fanciful like the bird, these frames have a rounded shape in vibrant hues that create a whimsical, playful look.

“Plume is truly beautiful with the combination of traditional patterns and brilliant colors in every frame,” said Ms. Blomquist. “These frames give an effortless touch of style to an everyday look.”

Visit your local Eyemart Express to see the complete Plume collection. Locations can be found at

About Eyemart Express
Eyemart Express (, is a national optical retailer known for providing high-quality prescription eyewear in as little as 30 minutes. Eyemart Express ranks among the top 10 optical retailers in the country with its family of brands: Vision 4 Less, Visionmart Express, and Eyewear Express. The company is based in Farmers Branch, Texas, and has 232 stores in 42 states. Eyemart Express offers a robust frame selection for the whole family with more than 2,000 frames in every store from brands such as Ray-Ban, Coach, Nike, and Disney. On-site lens labs and skilled lab techs in stores can deliver high-quality glasses in as little as 30 minutes.