The blurb
Tariq Ayub is the behind-the-scenes stylist to the stars whose talent is choosing the right eyewear to transform your look. His loyal clientele ranges from South Kensington locals to Hollywood actors, and he has a special knack for getting his clients out of a style rut and persuading them to try something new. Often, the results are nothing short of transformative.
The process
It shouldn’t take eight months to buy a pair of glasses, but that’s how long it took me. I knew I needed a pair because my previously perfect vision had become decidedly blurry. So off I went for an eye test. So far, so good, except I couldn’t find any frames I liked. I looked everywhere, from the high street chains to the boutique brands, and tried on more styles than I care to remember. Some were too big, others not comfortable enough, and the advice I was given by an army of well-meaning shop assistants varied from store to store. It was all rather exhausting.
Eventually, I found a pair of glasses I was fairly sure were the ones for me. They were tortoiseshell Ray Bans, quite chunky. “Do they look good on me? Do they say ‘geek chic’ or just ‘geek’?” I asked a dozen or so people via WhatsApp. I got a mixed response. So I decided to sleep on it, until one day, while out with a friend in South Kensington, I walked past an optical store—one of the few in London I hadn’t already visited—and we went inside and I tried on the same glasses. My friend said she liked them, and I was now 95 per cent sure I should buy them. I turned to the gentleman politely observing us from his desk and asked what he thought. “I think they look all wrong on you,” he said. For a second I thought he was joking, but then I realised he wasn’t. Awkward.
Except it wasn’t, because if there’s one thing I appreciate, it’s when people give it to me straight. Tariq immediately earned my trust by explaining why these particular frames didn’t suit my face (they were too heavy and masculine) and showing me what would work well for me instead. His expertise was obvious, as was the fact that he really cared. He wanted me to find the perfect frames, ones that would not only suit my features but enhance them; more than simply complement my style, they would add a little je ne sais quoi.
He did, of course, find me the perfect frames (sleek and elegant dark tortoiseshell, handmade, by the Chiswick-designed and Italian-produced eyewear brand Marma) and in the process I found out the fascinating story of how he became a sought-after stylist to a growing number of Hollywood stars. It all started a decade ago, in the slightly less glitzy world of politics. One day a customer, obviously impressed with the service, asked Tariq if he would consider advising some MPs who needed a makeover. (As he explains, while most politicians would recoil at the thought of being seen as vain, they also know that as public figures their appearance matters).
Word spread, and through the years Tariq has styled around a dozen MPs, plus a whole host of famous actors and film directors, who shall remain nameless as these relationships very much depend on Tariq’s discretion—but I might get away with mentioning that one client is my favourite British actor, who also happens to be the face of Prada menswear.
The actors are fun to work with, says Tariq, because they’re always happy to try something new and edgy. The MPs tend to be more classic in their taste. But it’s styling ordinary customers in the local community that he finds most rewarding. “I try to encourage people to venture out of their comfort zone. It’s important to mix up your style every now and then, otherwise it goes stale,” he explains.
Fortunately, customers perusing the shelves at Joy Optical will find a carefully selected range of frames, ranging from everyday styles by RayBan and Prodesign and classic ones by Oliver Peoples or Walter & Herbert, to luxury brands such as Chanel, Stella McCartney and Lindberg as well as more edgy designs by Rock Optika and Face à Face.
And if, like me, people need a little steering in the right direction, expert help is at hand.
The result
I couldn’t be happier with my stylish Marma frames, and I expect they’ll last me a long time given the quality of the craftsmanship, but should I decide to replace them in the future I’m going straight back to see Tariq.
