Silmo and Amélie Morel

It is fair to say Amélie Morel is optical royalty. Born into the industry, she is a director of the family business, the Morel Company, a well-respected optical frames designer and manufacturer of 130 years, along with brothers’ Francis and Jerome.

The legacy alone is intimidating, but despite being a statuesque, powerful and stylish woman, Amélie Morel quickly puts you at ease with one smile, while offering a forthright, but down-to-earth analysis of her new role as Silmo president. “I grew up around Silmo, it’s part of my life.”

Morel, the company, was one of Silmo’s first exhibitors 50 years ago and has had a presence each and every show ever since. “I came here as a child, so it is very exciting for me to be president now,” says Morel.

As honoured as she was by her nomination, it was not without sadness, as it came in the wake of the unexpected death in March of former president Philippe Lafont, a friend and well-loved and know industry personality.

“Philippe’s passing was very unexpected; such a shock,” says Morel. “We really appreciated him. He was a great guy. It is not easy to take over from Philippe Lafont! And in such a big year too.”

Yet Morel says she didn’t feel thrown into the deep end in Silmo’s 50th year, citing Silmo’s excellent team who work all year round to produce what has become an iconic, annual European optical show. The 50th celebration has been a big endeavour, she says, but all the team are pleased with what they have achieved and grateful for the industry’s unwavering support.

“I’d especially like to thank the Silmo board for showing courage and embracing change by appointing me, a woman, as president,” Morel says. “It’s great to be a role model. Silmo was the first optical show, and now I am the first female president. Silmo has an amazing ability to adapt to the times.

“We are always innovating, developing new solutions for the industry. We introduced the Village, the Awards, the Experience Store… these things are very popular and now we are getting even more digital.”

Morel also notes the creation of Silmo’s new sister shows in Istanbul, Bangkok and Sydney. “We are now a worldwide family. And I am confident of our continued success globally, and our ability to adapt to each culture.”

Having the industry work together, as a team, is very important to Morel and part of her goal for the future of Silmo. “This is a very dynamic industry. There are lots of opportunities for the future. I’d like to bring the whole optical industry on board for Silmo - lenses, frames, tools, the big players and the small guys.