The Star

The late Celso Paciello was a “star” optician who catered to famous personalities (one picture in the store shows Niemeyer buying glasses). The store relies almost solely on Paciello’s reputation and on subsequent WOM (the shop is in a mall basement, you don’t happen to stumble upon it), it has been running smoothly for the past 40 years, and hopes to continue doing so in the future.
Here, expertise is a given, and does not need to be proven, machine and tools can be used, but they are secondary in the sales process.
Tatiana: “The greatest part in this job is when customers trust you; everything is done correctly here, this is not about fashion, it’s about health and paying the price to have the best glasses”