And in the eyewear business, the odds are especially difficult as one major company, Luxottica, dominates the manufacturing and distribution market. Yet two small New York City eyewear companies-one old, one new-have embraced their own individual principles to turn profit in an incredibly competitive market space. The upstart on the block, Warby Parker, opened in Co-president Wendy Simmons handles Moscot fashion shoots. Reuters spoke with executives at Warby Parker and Moscot to learn about practices and principles that led them to innovate and thrive while competing against such big company. Their perspectives shed light on how to win in a cramped retail sector. Instead of swallowing his eyewear ire, Gilboa pondered like any good business student: Why did prescription glasses cost so much? The best businesses solve problems, and we want to be active problem solvers. As early as age 8, he fitted screws into eyeglass frames. It features Moscot wearers who run family businesses spanning four or more generations.
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Moscot is a five-generation, American luxury eyewear brand, headquartered in New York City , specializing in optical frames and sunglasses. It was founded in the Lower East Side neighborhood of Manhattan in by Hyman Moscot, which makes it one of the oldest local businesses in New York City,  as well as the 21st oldest eyewear company in the world still operating today. In , when he was in his 20s, Belarusian immigrant Hyman Mushcot arrived in New York City through Ellis Island , where his surname was shortened and changed to Moscot.
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