Fashion focus

Eyefly.com aims to make prescription eyeglasses fashionable. Launched in June, the site is a partnership between online apparel retailer Bluefly Inc. and eyewear manufacturer A+D Labs, and sells men’s and women’s frames and lenses for $99. Shoppers can browse through fashion style categories such as “Going Green” and “Back to Black,” or “Uptown” for a polished look versus “Downtown” for a more casual style. “We really wanted to show people through our photography that the eyewear you choose can transform an outfit,” says Melissa Payner, Bluefly CEO. A shopper can try on glasses virtually by placing frames on a photo of herself that she uploads, then share the resulting images via Facebook or e-mail. “We are trying to give consumers a boutique shopping experience, in an online store,” says Payner.