Last summer, we listened to José Maria Rodrigues, alongside his wife, Manuela Rodrigues, on the Lente Indiscreta Podcast. It was perhaps one of the last conversations we had the privilege of witnessing before his passing. The founder of Sociel passed away today at 2:00 pm, leaving the Portuguese optical sector undeniably poorer.
Here are some of José Maria’s stories, told in his own words, from the 10th episode of the Lente Indiscreta Podcast:
José Maria told hosts Marco Pombo and Miguel Alves how it all began: “I started working for the company when I was 15. I knew nothing, but I learned the craft little by little. At 18, I ended up running the factory following the death of one of the former partners. Era um miúdo a comandar uma equipa de quase 40 pessoas.” I was just a kid leading a team of nearly 40 people.” When asked whether employees accepted someone so young in charge, José Maria replied that he knew how to foster a strong team spirit. “In those days, men liked to go for a quick drink after work before heading home. And that’s what we did religiously. That’s what you’d now call team spirit.” (laughs)
It was the 1970s, and José Maria recalled that back then there were 14 eyewear frame factories in Portugal, while today only the historic Sociel remains. “Production and sales were booming, China had not yet taken over the market.”
At one point, after a disagreement with his boss, he decided to leave Sociel, but eventually returned “home” and bought 40% of the company together with his brother. “A year later, the boss sold us his share (60%), a purchase that truly paid off.” Manuela Rodrigues supported her husband’s decision, even though they were still very young at the time. “I was 22 and he was 28. But how could I not encourage him to take this step? His passion was (and still is) optics, and Sociel was his other daughter, since we already had our little girl by then.” José Maria acrescenta, emocionado, que a Sociel faz parte da sua vida. In fact, “Sociel is my life, it is inseparable from who I am. Every day I go to the factory and arrive before 9 am, except when I have to travel to trade fairs abroad or when I’m on holiday.”
“Entering Sociel is like going to Venice”
Those are the words of Marco Pombo, who explained: “Venice is one of those cities that makes you feel like you’re inside a movie. And entering Sociel is like traveling through time, arriving in a peculiar space… every machine, every tool, every artisanal process… it’s all very beautiful and special. At Sociel, every wall tells and breathes the history of optics.” José Maria even noted that they frequently receive clients and others interested in learning this craft or simply visiting the factory, as if it were a museum. Manuela added that her husband takes genuine pleasure in showcasing his work, helping those who want to learn the craft, and sharing his knowledge. “I’ve nothing to lose, only to gain,” he admits.
With clients in all corners of the world, they say that nowadays they no longer produce as many pieces per day, but each frame is unique and handmade, sometimes taking up to five days to complete. “Making glasses is an art form, it’s like creating jewelry. You can’t compare it to mass-produced Asian products,” they stressed.
The optics market in Portugal
Over the course of his career, José Maria went through many phases. He saw optical groups emerge and foreign ones establish themselves in Portugal; he saw some opticians sell at high prices and focus on luxury, while others positioned themselves as low-cost. “I believe opticians are somewhat lost at the moment. The market is overcrowded our country is not large enough to support so many optical shops, 2,400 shops for 10 million people is too many.”
Near the end of the conversation, Sociel’s founder confided that he was already thinking about succession, to ensure that, upon his retirement, the “apple of his eye” would be left in good hands. “Our daughter works in another field, and although she helps us a lot with the company, she probably won’t take over the business. Our goal is to sell, we’re open to offers (laughs). Either way, before fully stepping back, I’d like to stay involved, not as the owner, of course, but as a mentor and guide. In other words, a gradual transition so that the project continues to set an example in the industry.”
A family man – passionate about his wife, daughter, and grandchildren, José Maria never forgets his friends and greatly misses his brother, his right-hand man at Sociel since forever. A highly respected man in the optics industry, who follows his principles with the humility and perseverance that characterize him. A happy man who says he doesn’t believe in luck. “You have to chase after it, luck is made and it takes a lot of work!”
The ÓpticaPro team expresses its deepest condolences for the loss of José Maria Rodrigues, whose dedication and wisdom inspired generations and left an unforgettable legacy in the history of the profession. Farewell!
