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Long-time friends Patti Lee-Hoffmann and Gayle Haworth just wanted to find reading glasses that flattered their faces and helped them decipher the fine print. So they did what many smart San Franciscan women would do: They launched a start-up to fill what they felt was an unmet need in the online marketplace.

And thus Flutter was born.

The site sells sophisticated, affordable spectacles that fit your face shape. To determine which style will look best, it employs a number of high-tech tools, including a feature that allows you to upload a photo for virtually trying on frames. You can also kick it old-school and cut out paper versions of the glasses to put on your actual mug.

Hoffmann and Haworth place a premium on quality: The custom-made frames are crafted from acetate, the sturdy hinges are sourced from France and the lenses are scratch-resistant (at no extra cost). Plus, because they’ve cut out the middlemen, the prices are reasonable--$85 for readers, $95 for sunglasses.

The frames come in a variety of bold colors and elegant designs--we have our eyes on the Scarlett style in indigo tortoise. Bonus points for the chic case that won’t get crushed in your purse.

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