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ne Business drew a lot of positive buzz. "We brought a new kind of vibe, and even though we're a small company, the whole show was talking about us," he says. Berberian understood that creating that vibe was as impor- tant as creating the eyewear itself, and marketing played a key role in this part of the process. "We were looking to promote our indie name with viral marketing," he says. One example of his creative marketing approach is an ad he shot that depicts Berberian with his back to the camera with his beloved dog, Prana. There are no eyeglasses in the picture, although there is a Todd Rogers logo on a T-shirt hanging out of his jeans pocket. "On the way to the photo shoot, my PR manager told me that the camera does not like someone's back, but people now tell me that it is their favorite picture." Sure enough, it wasn't long before the word got out. Ber- berian was written about in a trade magazine called Eyecare Business, in which he was included in a piece on designers who are also optometrists and opticians. Another writeup, in which he was named among Andover's "Hottest Bachelors" in The Andovers magazine, proved to be more embarrassing, although Berberian is a good sport about it. In Focus: Design inspirations and a pair of frames from the Todd Rogers line. 90 nshoremag.com December/Holiday 2011 nshoremag.com December/Holiday 2011