The Modernization of Tura

One of the most prevalent, yet challenging, tasks in today’s ever-evolving fashion landscape, is adapting to the “now”. Conscious of this notion, Tura understands that often times what worked yesterday, might have to be modified to be successful today. Conversely, one might argue that equally important is maintaining the essence of what made Tura appealing in the first place. Tura has straddled both ideologies because in theory, both are correct.  Since our inception in 1938, Tura has been a fixture in the eyewear industry as a pioneer of jewelry centric eyewear; the first to adorn frames with jewels & gold filigree. Yesterday, Tura was a brand that catered primarily to a woman, age 50 and up. But today, Tura is taking a new different approach. Today, Tura has widened the scope to embrace not only our original audience, but a younger, high fashion woman. Tura is consciously modernizing the brand from both a marketing and product standpoint.  And, if you look closely, you’ll see that an emphasis on the new generation of the Tura woman is at the crux of our newer designs.

As Tura’s Senior Brand Manager, Julie Allen, explained, “when a brand expands its audience, it must also interpret new inspiration that is in harmony with who she is.” Essentially, that is to say design must change in order to reflect its new inspiration.  While still true to it’s jewelry background, some of the design elements you can expect to see in our modernized Tura collections feature sleek, high polished metal accents, expressive custom acetates, two-tone plating and more; all of which exude a distinctly modern vibe. Designing to stay ahead of the curve and to grow younger is the goal for Tura moving forward. But we’ll never discount the importance of maintaining Tura’s historical integrity and rich brand identity.

Frame: TURA R545 –Featuring a geometric front lens shape and custom printed temples, this style was designed for today’s generation of sophisticated women who know how to style themselves to look and feel younger. Colors: Navy, Brown and Gold


Tura 545

FRAME: TURA R546 – This rectangular shape with an uplifting brow line draws in modern jewelry inspiration through the application of high-polished metal inlays in the temporal corners. Colors: Teal, Tortoise and Black. Available Size: 53-17-140

Tura 546

FRAME: TURA R547 – Designed with two-tone plating, studs, and expressive acetates, this semi-rimless cat-eye shape is perfect for our younger generation of the Tura woman. Colors: Black, Dark Brown/Gold and Dark Blue .Available Size: 51-17-135

Tura 547

FRAME: TURA R214 – Sleek metal end caps at both temple heads perfectly compliment a rectangular cat-eye shape featuring custom marble pattern acetate material; a high fashion look that appeals to Tura’s new audience. Colors: Brown, Navy and Black  Available Size: 52-15-135

Tura 214

About Tura Inc.:

Tura Inc. is a leading optical design house based in Manhattan.  Since 1938, the pursuit of exquisite craftsmanship and a passion for innovation have defined Tura as a fashion leader.  Tura’s inspired vision of eyewear as a fashion accessory gave rise to a series of industry milestones, including an exclusive partnership with Vogue magazine and the industry’s first designer brand license with Christian Dior.  Today, Tura employs over 200 people in North America.  The Tura Inc. brand portfolio includes; Tura, Kate Young for Tura, Ted Baker, L.A.M.B., gx by Gwen Stefani, Lulu Guinness, Brendel, Geoffrey Beene, Humphrey’s and TITANflex.  Tura is a member of the Eschenbach Group of Germany.  For more information, please visit:

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