Murray Wells launches new Glasses Direct website

Glasses Direct founder Jamie Murray Wells hopes his new interactive website, to be launched imminently, will instigate a 'social phenomenon'.

Speaking to Optician at Mido in Milan, Murray Wells explained the massive step forward in 'virtual trying on' which will enable customers to comment on and rate each other's frames.

The user-generated content on the site will also include photographs and videos uploaded by customers.

'Glasses Direct used to be about replicating the high street experience on the web and competing with it on price,' revealed Murray Wells. 'Now we are trying to change the way our customers buy and use glasses. This is a much trickier thing to achieve than undercutting the high street.'