Eyetique’s 30th Anniversary Celebration to Benefit Gilda’s Club

By Vanessa Orr

Thirty years ago, Norman Childs opened his first Eyetique store on Murray Avenue in Squirrel Hill with a plan to revolutionize the way that eyewear was sold. Not only did he introduce styles that were rarely found in Pittsburgh at the time, such as Prada, Chanel and Oliver Peoples, but he also made sure that his customers received the utmost in customer service.

This commitment to building relationships, rather than just completing a sale, has resulted in Eyetique’s growing from a small storefront operation in 1979 to a thriving business with six locations, including stores in Wilkins Township, Wexford, Shadyside, South Hills Village and the South Side Works, and the original Squirrel Hill location has quadrupled in size. In 1998, Childs also developed his own line of glasses, and the Norman Childs line has now become the best-selling brand of eyewear at Eyetique.

Childs’ focus on creating lasting relationships extends beyond the doors of his stores. In addition to being a huge supporter of community events, such as the Pittsburgh Vintage Grand Prix, Childs also raises funds for local and national charities, including The Autism Society of Pittsburgh, Allegheny Valley School, The Hillman Cancer Center, The Northern Area Alliance and Animal Rescue Flights (ARF), an organization that transports animals from overcrowded shelters to waiting homes in other areas of the country.

“Every year, we try to raise money for three or four organizations through Eyetique,” he explained. “We like to go into the communities where we have our stores and help them in any way we can.”

This year, Childs is working with Gilda’s Club Western PA, an organization based in Pittsburgh’s Strip District that provides free support for individuals living with cancer, and their families and friends. The Club, which opened in 2006, currently serves 900 members and has more than 200 volunteers.

“I was working out with my trainer, and the person after me, Robin Joan Bernstein, is a board member of Gilda’s Club,” said Childs. “We started talking, and the idea to tie Gilda’s Club into our 30th anniversary celebration took shape.

“I know the important part that Gilda’s Club plays in our community,” he added. “It is vitally important to have them in Pittsburgh, which is why we’re happy to help them raise money.”

Eyetique’s 30th anniversary celebration will begin on Friday, Nov. 27, which is traditionally known as Black Friday. “In honor of Gilda’s Club, we’re calling it Red Friday, and we’ll be donating 5 percent of all new sales of lenses, frames or sunglasses to them on that day,” said Childs. Childs is also extending this annual sale to 30 days, and pronouncing each Friday during that time a “Red Friday,” donating the same percentage of sales to Gilda’s Club on those days. During the month-long sale, all frames at Eyetique are 40 percent off.

“The kind of thing that Norman is doing is a godsend,” said Bernstein, who has been involved with Gilda’s Club for the past four years. “Raising enough money every year to provide free programs to our members is always a daunting task.” Gilda’s Club’s budget is approximately $512,000 a year.

The goal of Gilda’s Club is to create welcoming communities of free support for those experiencing cancer and their loved ones, providing an essential complement to medical care. They do this by hosting networking and support groups, workshops, and education and social activities. “What happens here is hard to describe; and personally, it’s very rewarding to see,” said Executive Director Carol Lennon. “Having lost three siblings to cancer, I know how important it is for those with the disease and their loved ones to be able to connect with others who understand.

“What we do is fill a gap,” she added. “We have excellent medical care and treatment in Pittsburgh, but not enough social and emotional support for those with cancer. We act as a complement to medical care, providing a place where, at least for a little while, people need not think about their disease.”

Members of Gilda’s Club can choose to participate in activities as much, or as little, as they want. There are more than 30 networking and support groups each month, as well as educational programs, workshops on cooking, yoga, knitting, tai chi and more, and even special children’s programs. Everything is offered completely free of charge, and all a person has to do to join is come to an orientation meeting.

“We work with people to help them decide how best to participate,” said Lennon. “Are they ready for a support group? Not ready? Do they want to share their experiences, or be among people who aren’t talking about cancer? We’ll even create a new workshop if members show enough interest.”

“One of the goals of Gilda’s Club is to help people feel good about themselves,” added Bernstein. “As a board member, I am continually heartened by the thanks I hear from members who are no longer as weighed down by the troubles that they’re facing.”

In addition to Eyetique’s Red Fridays, Gilda’s Club also has a number of other fundraisers coming up, including Laugh In the Face of Cancer, a comedy event at the Pittsburgh Improv on the Waterfront on September 17 and A Conversation with Paul H. O’Neill and Henry Kissinger on October 5 at Heinz Hall.

To learn more about Eyetique’s 30th anniversary or its products, call 800-422-5320 or visit www.eyetique.com. To learn more about Gilda’s Club and upcoming events, visit www.gildasclubwesternpa.org or call 412-338-1919.