Eye Care Professional Magazine - March 2015 Issue

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Spring Turns to Summer in Eyewear Fashion / page 6

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Hot Edging Products / page 20

March 2015 • Volume 9, Issue 79 • www.ECPmag.com

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CONTENTS

MAR 2015

Vol. 9 — Issue 79

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Increase Your Sunwear Sales Evaluate your merchandise displays and train your staff with these tips for increasing your sunwear sales.

by Judy Canty, LDO

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It’s a Man’s World Not true in the optical industry – at least not anymore.

The increasing popularity of women coming into the optical profession. by Corrie Pelc

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A Simple Fix for Pleasing Your Clients

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Breezy Spring and Summer Suns New releases of sunwear to look both fashion forward and to protect your eyes from the sun. by ECP Staff

User friendly equipment from Santinelli and others can help with sales and fight online competition.

by John Seegers, M.Ed., LDO

24

Details of Prism Understanding methods for correcting the issue and helping those who are stuck in the world of prism.

by Sam Winnegrad, MBA, LDO

28

Do I Need a License?

Is it necessary? The downside of all states not having the same requirements in becoming a licensed optician.

by Anthony Record, ABO/NCLE, RDO

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36

32

Giving Back A non-profit veteran answers questions to help you decide what vision care charities deserve your support.

On The Cover

by Pamela Capaldi, FAAO, BSc, MA

US Optical 800-445-2773 www.usoptical.com

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Damaging Efects of UV Light Don’t get burnt and wear your UV protective sunwear. Is it necessary for your vision from early on in life – we say yes!

by Beth Carlock, OD

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FROM THE EDITOR

Editorial Offices 4600 Grandview Avenue, Bensalem, PA 19020 Toll Free: 844-384-2181 • Fax: 215-702-0629 editor@ecpmag.com Editor/Publisher

Lynnette Blanton lblanton@ecpmag.com

Spring Forward

Sr. Production/Graphics Design

Bruce Drob

As we approach the Vision Expo East show, it reminds me of the excitement for my first trade show in the industry. The clients I never met, the events and educational seminars, it was all so intriguing. Well not much has changed, I still get just as excited! This year, I not only get to meet with new and existing clients, learn and be educated but also get to meet with many of our readers.

My readers and their input are a big reason of why I continue to love what I do. Maybe it will be closer to spring weather in the Big Apple!

Spring – it’s around the corner (fingers crossed). Our frames editorial will be featuring Spring/Summer suns. They come in all shapes and sizes, colors from every palette and adorned with sophisticated designs and very intricate details. They are fashion forward, a prime accessory and protect your vision all in one – what could be better?

As a light blue-eyed person, I am very sensitive to sunlight in general.

I always wear my shades while skiing, golfing, relaxing on the beach or any other outdoor activity in addition to driving in my car. Dr. Beth Carlock, featured on page 36, explains in detail the damaging effects of not wearing sun wear and what we can do to protect our eyes. Let’s face it – one body and one set of eyes – we should really take care of it all!

A lot of our ECP readers have lower sun wear sales than they would like or do not have a specific “sell that 2nd pair” program in place. Many of their patients just grab a pair of suns off a rack while waiting to check out at their local drug store, big box retailer or convenience store. Beginning on page 14, Judy Canty highlights how to raise those sun wear sales and provide specific details on how to train staff, educate patients and monitor your local competition.

As mentioned in the previous issue – I am very passionate about “giving back”! This month we are pleased to include an article from Pam Capaldi.

Pam is a seasoned veteran who has worked for 10 years in vision charities.

She gives great insight on how to give, why to give and how paying it forward always makes you feel good. Also if you are attending VEE – don’t miss EyeRock: Rocking for New Eyes a benefit concert to help raise money for those in need in the US for prescription eyewear.

graphics@ecpmag.com

Contributors: Mary Armstrong, Judy Canty, Pamela Capaldi, Beth Carlock, Jim Magay, Corrie Pelc, Anthony Record, John Seegers, Jason Smith, Sam Winnegrad EyeCare Profesisonal Magazine is published monthly by ECP, LLC. Delivered by Third Class Mail Volume 9 Number 79 No part of this magazine may be used or reproduced in any form or by an means without prior written permission of the publisher.

ECP, LLC. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein.

ECP, LLC. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein.

It shall not be construed that ECP, LLC. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication.

For Back Issues and Reprints – contact Lynnette Blanton, Publisher/Editor at 844-384-2181 or by email at editor@ecpmag.com.

For subscription changes, email: lblanton@ecpmag.com.

Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP, LLC are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP, LLC its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP, LLC assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.

Thanks for being part of our readership! If you are visiting at VEE— please come by and say hello. And as always you are welcome to email me with any comments at editor@ecpmag.com. See you soon in the Big Apple!

Lynnette Blanton Editor & Publisher

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L’Amy America The modern style of the Nicole Miller Tompkins sunglass refects a modern take on a vintage shape that is sophisticated with tough-girl details such as a matte metal bridge with shiny top and bottom for subtle contrast. A matte metal buckle detail with polished rivets and buckle outline transitioning to the triple laminate acetate temple. www.lamyamerica.com

Spring Summer Sun

Caviar Featured is our Caviar model 9005 which is part of the Jubilee Series. This dramatic square shaped frames come in a rich black with beautiful adorned clear crystal stones.

This frame is perfect for any sunny day at the beach or lounging around the pool.

Or simply when you want to look fabulous! www.caviarframes.com

Velvet Eyewear The Velvet “Lucy” is a square cat eye style with a little more coverage and glam. The frame is rich handmade acetate featuring a twisted temple detail. The lenses ofer 100% UV protection and optical quality for clear, distortion free vision. Beautiful metal inlays add a touch of “Velvet”. www.velveteyewear.com

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Spring Summer Sun Adlens An iconic look arrives this spring with the new John Lennon™ Collection by Adlens®. With angular temple arms featuring John Lennon’s signature in metallic colors, these adjustable UVA/ UVB resistant shades allow the wearer to dial to their required level of focus.

Imaginative and brimming with attitude, try our innovative adjustable sun lens technology. www.adlens.com

Luxottica The Michael Kors Spring 2015 eyewear collection captures the glamour for which the designer is celebrated.

The new Miranda Eyewear Collection, inspired by Michael Kors’ Miranda handbag combines luxury, craftsmanship and glamour.

The eyewear collection’s clean lines and soft curves, refect a streamlined luxury that derives directly from Michael Kors’ expert understanding of classic sportswear. www.luxottica.com

Face à Face “Pomme”, the frame of the original sin. Can you picture the bitten apple? Face à Face continues to amaze us with this very playful, humoristic and feminine concept. A chunk of acetate is missing, so that “the inside” color of the frame appears just on the edge, in a modern and twisted way. Don’t resist, bite and succumb! www.faceaface-paris.com, www.wooweyewear.com

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Oliver Peoples

A&A Optical

Our new women’s sunglass called Gwynne is a 1960’s— inspired feminine sunglass in an upswept shape ideal for the chic and glamorous woman. This sunglass introduces the new lens in lens’ concept, which in this case is a gradient lens inside of a mirrored lens. www.oliverpeoples.com

Tifosi

Glamour’s Edge. Aviator style with a glamorous Swarovski crystal pattern and two-tone color scheme. JCS117 is available in brown (with shimmering gold front) and black (with elegant silver front). www.aaopticalco.com

Baby Banz

Classic styling with a Tifosi Spin. The Hagen fts faces of all shapes and sizes and looks amazing, from the bike to farmer's market to the beach and back. The Tifosi Hagen in Blue Tortoise has polarized lenses to cut the summertime glare. www.tifosioptics.com

Salt The volume of acetate gives the John a distinct retro look.

Oversized with fun, this frame fuses vintage with modern cool.

Salts Polarized lenses ofer optimum visual clarity as well as backside AR coating that absorbs and reduces bounce back glare and hydrophobic coating that repeals dust and water. www.saltoptics.com

Beach Comber JbanZ have some fun new colors available this spring! Purple Crush (pictured), Tortoise, Tree Bark Beach Comber and JbanZ ofer 100% UVA/UVB protection along with a polarized lens for the ultimate protection! These are a stylish functional frame for children ages 4-10 years old. usa.babybanz.com

Salts Polarized lenses, a distinct retro look.

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Kimiko

Super light! Frame made of Mirror coated NYLON material with UV protection, Lenses CR39 (Ophthalmic quality frame.

Can use any type of lenses ). Patent Pending screw-less hinge with Beta Titanium temples, weighing about 10 grams. www.kimikoeyewear.com

Smoke X Mirrors

Inspired by uptempo American Rock and Roll of the early 1960s, the Smoke x Mirrors VIVA frame introduces a charismatic design with bold proportions and fne execution. Details include matte black acetate, matte silver stainless steel and silver mirror CR-39 lenses. www.smokexmirrors.com

ProDesign Eyewear Imagewear

This is an acetate collection characterized by the sanded metal cross in the front. To obtain a woody fnish, the surface is treated with a heavy brushing. Shape and color wise, this collection has a modern take on a classical inspired expression.

Lenses: CR 39 gradient, most of them cat. 3, some cat. 2. www.prodesigndenmark.com

Eyewear Designs

The Betsey Johnson sunwear collection emphasizes personality, fun, and free spirit. Every design depicts colors, textures, and prints that defne Betsey’s creative vision. The collection consists of 22 women’s sunwear styles that burst with Betsey fair, pairing high-fashion with playful functionality and featuring an array of fashion tint lenses. All Betsey Johnson sunwear styles are prescription friendly. www.imagewear.com

The Elizabeth Arden eye-catching 5220

The Elizabeth Arden Sunwear collection is perfect for women who want to stand out. Light-weight and comfortable, the Elizabeth Arden 5220 is a plastic frame that features a two-toned color scheme with an eye-catching metal embellishment on the temples. Chic and sophisticated, this cat-eye frame is available in two colors: Honey and Mauve. www.eyeweardesigns.com

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Rudy Project Unveils Next Generation of Unbreakable Lenses

Grace, Sable and Tannis feature retro flair and the latest playful Vera Bradley prints.

Vibrant hues combine with metal finishes to create the perfect look for Vera Bradley Girlfriends!

Karl Lagerfeld and Italia Independent Collaborate Again For A “Kolor” Project Karl Lagerfeld and Italia Independent are proud to announce that the iconic sunglass style KL003S will now be available in three bright new colorations.

Shot by Lagerfeld himself, the new “Karl is Kolor” SS15 campaign focuses on the new, brightly hued accessories that stand out in pops of color against monochrome models.

Designed by Karl Lagerfeld and Italia Independent, the capsule collection was initially introduced in Paris in September 2013, and now features three bold color additions: blue, pink and green with a joint logo accented on the left temple.

“This new technology marks a watershed moment within the world of eyewear optics,” said Paul Craig, President and Co-founder of Rudy Project North America. “ImpactX lenses have already won numerous coveted awards, such as Outside Magazine’s Gear of the Year, for being completely unbreakable and helping athletes maintain visual acuity through changing light conditions. This next generation, ImpactX-2, will again set the bar for lenses that can adapt, protect, and keep you focused on your game.”

This new capsule collection underlines the successful collaboration between KARL LAGERFELD and Italia Independent and sheds light on a larger plan that sees Italia Independent alongside some of the most prestigious international brands to create unique and distinctive products.

Grace is a full acetate frame with two tone gradient front. Uplifted rectangle eye shapes add a feminine twist to the masculine inspired frame shape with notched end pieces. Vera Bradley colors are displayed on inner temples. Grace is available in Emerald Paisley and Rio. Sable features semi-rimless metal frame front with an uplifted round rectangle eye shape. Acetate temples display new Vera Bradley colors on the outer temple for Midnight Paisley, and on the inner temple for Rio. Spring hinges and adjustable nose pads create a more customized fit.

Pops of color make Tannis stand out from the crowd. Metal frame fronts with uplifted rounded rectangular eye shapes curve into bright acetate temples with Vera Bradley colors on temple tips. Tannis is available in Cheery Blossoms, Moon Blooms and Lucky You.

The new KARL is Kolor capsule collection will be available beginning March 4, 2015.

Taylor Swift in a very adorable post-gym getup which included a pair of timeless Ray-Ban wayfarer sunglasses. Taylor Swift’s sunglasses choice is the perfect addition to her classic, often vintage-inspired, style.

Academy Award nominated actress, Keira Knightley “in style” with Salvatore Ferragamo SF774S sunglasses from Marchon.

at Dr i

ve r ’s S e

Come See us at the Vision Expo East show in New York City from March 20-22, 2015 in Booth G5859 in the Galleria

David Shabtai left in black white sweater, Roi Ironi, right in grey sweater

A Modern Rockin’ Approach Atomic

SMOKE X MIRRORS is a handcrafted eyewear brand that draws upon the timeless and iconic nature of the category. Designers, co-founders and cousins David Shabtai and Roi Ironi, raised in New York City have long been drawn to the eyewear space. After years of research and exploration, they developed a line with a unique and fresh perspective. Created in New York City and handcrafted in France, each product is made from the highest quality materials and innovative techniques available today resulting in structurally superior shapes and trend-proof styles that reflect modern life.

Characterized by a soulful and thoughtful approach to their craft, Shabtai and Ironi along with designer Oded Webman view eyewear as an avenue for fashion innovation. To communicate their vision, they employ a modern approach to the traditional advertising campaign, enlisting micro-communities of like-minded creatives to interpret Smoke x Mirror styles as they see fit. Accordingly, they have developed a global following, and have emerged as a go-to resource for equally directional retailers.

For Spring 2015, the designers went to the diverse well of the 60’s and 70’s rock music that first inspired this project while they lived together as kids. Calling on the music and style of artists like Jacques Dutronc, Jefferson Airplane, Curtis

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Mayfield, Iggy Pop and the Isley Brothers, the unisex collection represents a deep respect for classic cool, devised with a futuristic approach to design and handcrafted from the highest quality acetates and steels available.

Take the Atomic for example, this unique alliance of materials and gutsy design-inspired by the American New Wave and Punk scene of the 1980’s, is a truly unique spectacle. Black Betty, a graphic frame that nods to Warhol’s Factory folk, features a contemporary gold brow offset by green or horn acetate rims. And appealing to anyone with somewhere to go: the Driver’s Seat, a streamlined take on a perennially cool road-trip staple.

“Music, and style movements within music is really what informs and inspires us to create these updated and modern yet classic shapes,” describe designers and co-founders David and Roi. “Something we’ve been playing with recently is this kind of punk inspired aesthetic, it translates into really bold unisex silhouettes like Atomic and Viva, as well as more understated pieces like Driver’s Seat that still play in that edgy realm.”

To accompany the Spring launch, Smoke x Mirrors unveils a new website to build a digital space to further immerse people into the brand ethos.

Black Betty

“Our mission from the beginning has been to put out creative elements that match the quality of our product. The Smoke x Mirrors website is a space for people to really connect with the content we are consistently creating and the artists we collaborate with, as well as the deep well of references that inspire each of our designs,” explains David of the expansion. “We work really hard on our designs, they’re all made entirely by hand in France from some of the best materials available, and customers can really see that when they hold the frames in their hands – but what they can’t necessarily see is the inspiration, thought process and musical reference behind that specific frame. Our website is the answer to that –it is a destination to explore and connect with those references and learn more about the specific sound and style movement that inspired the collection.”

Smoke x Mirrors will continue to push the envelope when it comes to handcrafted design and construction, something their educated and fashionforward customers crave. The brand aims to put out at least one new frame monthly, to keep the collection fresh and evolutionary; upcoming collections will continue to focus on a unique mix of materials, and experimentation with lightweight metals.

To learn more about Smoke x Mirrors visit: www.smokexmirrors.com.

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DISPENSING OPTICIAN

HERE COMES THE SUN Judy Canty, LDO

Saturday June 27, 2015 is National Sunglass Day. You have about 3 months to prepare.

How will you position your practice to take advantage of this opportunity?

First, let’s take a look at sunglass sales by the numbers.

According to the Vision council’s optical industry report card for Q4 2015 – adults wearing any kind of vision correction grew about 1.2% over the same reporting period last year to 75.5%. that number has varied only slightly since 2011.

Prescription sunglass sales have dropped 1.2% over the same reporting period. to put it in perspective, digital free form lenses have increased by 9.1% and polarized lens sales by only 2.5%.

What Are We Not Doing? Most of the time, we’re not talking about the importance of wearing sunglasses. We seem to have no problem at all describing the benefts of the latest lens technology but when it comes to sunglasses, we clam up.

Sunglass specialty shops, mass merchandisers, drug stores, etc. account for more than 92% of plano sunglass sales. it’s time to take back plano sunglass sales and kick up prescription sales.

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First, Shop The Competition. Not just other optical shops, but sporting goods shops, department stores and even drugstores. What are they selling and how are they displaying the products?

Are they displayed at the register prompting an impulse purchase or are they displayed in a coordinated way with sporting goods or fashion accessories?

Do the employees know anything about their sunglasses? Can they talk comfortably about the features and benefts of sports sunglasses or are they aware of fashion trends? These people are taking 92% of your plano sales, so they must be doing something right. Are they carrying the same brands you carry, but at a lower price point? If they are, you need to change brands. Take notes.

What did you like or not like about their displays. How informative was the staff?

Just remember to make your notes outside of the building. Nobody likes being “shopped”.

Second, Shop Your Shop. What do patients see when they walk in the door? Do they see a “black hole” of sunglasses all grouped together on one frame board? Do they see sunglasses locked up in a bulletproof case? Or do they see sunglasses as carefully arranged and displayed as your fashion eyewear? Does your staff know how to talk about sunglasses, tints and sun protection? Do they know the differences between sport-specifc sunwear and fashion sunglasses? Can they talk about specifc tint applications? If you want to wrestle those sales away from the competition, your staff needs to be smarter than their smartest employee. You need to establish your practice as the local experts in sunglass protection and fashion.

Third, Shop Your Sun Lens Options.

Most of us tend to think of sun lenses in terms of grey, brown and green. For the somewhat adventurous, maybe a gradient or a mirror. Sun lenses, even polarized lenses are now available in a wider variety of tints than ever before.

Mirror coatings are also available in more than just silver or gold. Some of these tints are sport-specifc, some are fashion statements but the fact of the matter is that there is a variety available and you need to be familiar with those options.

Talk to your lab or lens reps to discover

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“NEVER MISS AN OPPORTUNITY TO TALK TO YOUR PATIENTS ABOUT SUNWEAR.” what they have to offer. You could have the freedom to completely customize your patients’ sunglasses from frame to tint and in their prescription as well.

Fourth, Educate Your Staff So They Can Inform Your Patients. Your staff needs to understand that they’re not just selling a second pair of glasses. They are both educating their patients about the need for sun protection and establishing your practice as the experts in vision care. Do you schedule regular training meetings for your staff? You should be, for no other reason than new products and services are being introduced at a faster pace than ever. For instance, did you know that the US Weather Service has a link on their website that will give you the daily UV index for your area? You could post the UV index every day in your offce to create awareness of the need for sun protection. Cosmetic manufacturers remind women every day about protecting their skin from harmful UV; you should be doing the same thing for their eyes.

Now, about the ramp up to National Sunglass Day. You’ve shopped the competition. You’ve shopped your shop and educated your staff. It’s time to start planning your promotion. What can you do in your offce to generate some excitement and some fun?

Establish a budget. You don’t have to spend a fortune but here are some interesting ideas to drive sunglass sales.

• If you have the sidewalk space, set up a “beach” with umbrellas, a couple of beach chairs and a lemonade stand.

• If you have the parking lot space, invite the local car club to set up a show of vintage convertibles and muscle cars.

• If you have the foor space, rent a photo booth and let patients take

pictures of themselves in iconic sunglass styles a la James Dean or Jackie O, Audrey Hepburn or Elvis Presley.

• Advertise and market your merchandise locally (now is a perfect time!).

• Alert the media. Invite local celebrities to “meet and greet” your patients, because…well… publicity! How about inviting the local weather person?

Behind the scenes, work with your lab to offer some incentives to purchase, perhaps a discounted upgrade in materials or coatings. Invite a favorite frame vendor to bring in their latest and greatest sun styles.

As a rule, I’m not a proponent of uniforms, but a specially created Tshirt would add a fun and casual element for your staff. This one day, June 27 should be serious fun!

The key takeaways here are: • Shop the competition and where ever possible carry products that they don’t.

• Shop your shop and make sunglasses a feature not the “second thought”.

• Talk to your labs about what sun protection options are available in both plano and prescription lenses.

• Educate your staff so they can inform your patients. No fancy jargon, no smoke and mirrors. Just solid information about the benefts of prescription and non-prescription eyewear for every age and need.

• Never ever miss an opportunity to talk to your patients about sunglasses. From asking that they bring their current pair to their next appointment to including a couple of awesome frames for suns in the frame selection process, never allow sunglasses to take the back seat in the process.

Whatever you decide to do to boost your sunglass sales, do it with integrity and fair and you can let the sun shine on your bottom line. ■

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WOMEN’S CORNER

Corrie Pelc

Increase in Women in Optometry

IT’S A … WOMAN’S WORLD? female students in their classes has been on the rise. “For the last maybe 10 years we have hovered somewhere between 65 percent to 70 percent women,” she says.

A similar increase has also been seen at Pacific University College of Optometry in Forest Grover, OR, says Dean Dr. Jennifer Coyle, who is also president of ASCO. However, she says they have been seeing an increase in female students in many of their graduate programs – not just optometry – and she believes much of it has to do with the simple fact that more females than males are going to college.

For example, Dr. Sclafani says although she is a contact lens and cornea specialist, she recently “switched gears” and is now participating in a glaucoma clinic. “It shows that optometry is not a stagnant field,” she says. “You’re not just stuck to one area of optometry— you can delve out at any point in your career.”

James Brown may have once sang “It’s a man’s world,” but if he was talking about the current optometric profession chances are good he would be singing a different tune.

That’s because women are beginning to dominate optometry. According to the Association of Schools and Colleges of Optometry (ASCO), 69 percent of fall 2014 optometry school admissions were women. And it was named 10th on a list of the 20 highest paying jobs for women by an article on BusinessInsider.com in September 2014, which also states 50 percent of the field is currently female.

Although attractive features such as flexibility is causing women to flock to optometry’s doors, there are still biases females will face in the profession. Luckily many of those are quickly changing and there are resources available to help female practitioners make the most of their careers.

Seeing More At the Southern California College of Optometry (SCCO) at Marshall B. Ketchum University, Dr. Julie Schornack, assistant professor and vice president for clinical affairs, says the amount of

According to Dr. Louise Sclafani, director of optometric services at the University of Chicago and president of the mentoring and networking group Women of Vision, both women and men may find themselves lured to optometry due to all the options available. “Many medical fields are restricted to private practice or hospital care, but optometry is really something where you can pursue so many different areas,” she explains. “You don’t have to stick to one mode of practice— there are just so many different ways you can go and practice optometry.”

And Dr. Schornack believes optometry is an attractive profession to women because it gives them the flexibility to make it what they want it to be. “It can be a seven days a week profession, it can be a one day a week profession, it can be an employee situation, it can be an owner situation,” she says. “Depending on what a woman

“There are more females being driven into college – it’s as basic as that,” Dr. Coyle adds. “We are drawing from a greater female population when we recruit students.”

Driving Factors Although more women going to college can help partly explain more female students in optometry schools, there are other factors at play including why optometry is an attractive profession for women.

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wants to accomplish in life, it has an incredible amount of flexibility to play out any way you want it to play out.”

our negotiating skills,” she says. “I think a lot of that has to do with the fact that we still don’t negotiate as well as men do.”

This flexibility also comes in handy when women are trying to find the right balance between work and family, Dr. Coyle says. “It’s family-friendly because you can develop situations where you can job share or where schedules can be tailored to everybody in the household a little bit more easily than other professions,” she explains.

And Dr. Schornack says there is still sometimes “unsavory” negative talk in regards to a woman’s need to scale both work and family, and would like to see more recognition and respect regarding the balancing act that women face.

Facing Challenges While optometry obviously offers women a lot of positive options, it seems there are still some preconceptions that female optometrists are overcoming in the profession.

For instance, Dr. Sclafani sees there is still a gender-related salary bias in optometry, and her female colleagues report they are still making less than males. “I think that’s definitely withouta-doubt changing, but I still think we could use a little bit more assistance in

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However, there are some biases that women in optometry are no longer facing. Dr. Schornack says when she graduated from optometry school over 20 years ago she was not taken seriously by vendors. They did not think she had any purchasing power. Today, she says, it is quite different.

“Any company that (doesn’t) pay attention to women as decision makers and (having) buying power within practices wouldn’t be in business very long anymore because of this shift in demographic”.

Also, women optometrists have resources – such as Women of Vision – that they can use to help guide them in their careers through feedback and

mentorship. Dr. Sclafani says the group started about 12 years ago and since then has worked to provide continuing education at major optometric meetings on topics related to both female optometrists and female patients, as well as provide a mentorship structure for younger eye care professionals.

“It’s just another means of collecting, gathering and giving support to each other,” she explains. “Younger female optometrists are in an environment where they are not afraid to ask questions. They feel that somebody has been on that journey already and they have role models to follow.”

Dr. Coyle also believes mentors can play an important role in the career of a female optometrist as they can show them ways to get around potential roadblocks.

“It’s easier when you have a mentor and role models that really can open doors and encourages you,” she explains. “A mentor is someone who sees something in you that you don’t see in yourself.”

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“For the last maybe 10 years we have hovered somewhere between 65 percent to 70 percent women.”

To The Future As for the future of women in optometry, Dr. Coyle says there are still plenty of opportunities for them to be successful in the profession. She states that she sees this through the success stories of her female optometry graduates who have gone on to open their own practices, are

running companies, and have found their work-life balance. “I am so proud of what women are doing,” she says. “Overall, I’m just so proud of our profession.”

And for young female optometrists, Dr. Schornack believes the world is their oyster as society’s perception of what is a man’s profession or woman’s profession

has changed. “Young people coming up don’t think of traditional male and female roles anymore – they think that any job, any profession, is within their grasp,” she explains. “Careers in math and science have exploded with women as they see the potential and some of those artificial barriers have just gone away.” ■

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John Seegers, M.Ed., LDO – OpticianWorks.com

EQUIPMENT EDGE

What’s New In Edging for 2015?

Every once in a great while, I’ll nose around some of the online discussion boards related to opticianry or optometry. It never fails that I find yet another rant about Internet eyewear purchasing being the end of the world.

I see post after post after post of the same complaints:

“It should be illegal.”

“There is no regulation of the industry.”

“We cannot compete.”

“Blah, blah, blah…”

I

t’ll serve our clients best if we get over it.

Internet eyewear sales are here and they are here to stay. All the whining in the world will not change it. All the misplaced anger in the world will not change it. If you want to fight Internet eyewear sales then give your customers a better alternative. One of the best alternatives to the Internet eyewear challenge is offering to make a pair of glasses while the patient waits. Yes, I mean edging lenses in-house!

Internet shopping still lacks the “instant gratification” so many people seek nowadays. Why not offer it to them, and really do something about Internet eyewear sales.

A few years ago in this very publication I promised to never use the word pattern less edger ever again. I also promised to not go on about, “When I was young we had to we had to size lenses by trial and error while using or making a pattern for every single frame in the store all while getting a nice spray of water mixed with chemicals.” What I will say is that anyone who works in an optical shop should be able to run a basic

pair of glasses on a modern edger. If you cannot, please learn! It is a necessary skill.

Edging is not what it was years ago.

In-house edging has been around since the 1960’s. As with all advances in technology, the answer to “what’s new” is that edgers are faster, more accurate, have easier human interfaces than ever before and are adding unique features that further refine the basic process.

National Optronics offers the 7Ex which builds on their years of perfecting dry edging technology. National Optronics was offering dry-edging solutions years before the introduction of milling edgers. The 7Ex is a router/milling machine which provides a wider range of cutting techniques than a traditional edger built with conventional wheel technology. The 7Ex eliminates the need for water feeds or any recirculation tanks. The 7Ex provides edging for all bevel types, anti-slip clamping, precise drilling and grooving all built to industrial standards for a dependable in-house edger.

National Optronics says, “Integrated, intelli-

“It makes the industry seem cheap.”

gent software provides directional assistance for even the most inexperienced operator.”

Briot offers their Alta Zd which they state, “The principles that guided the design and manufacturing processes of the Alta Zd are; Flexibility, Creativity, Versatility and Productivity.” The Zd can edge all types of bevels including step which allows for better

Briot Alta Zd

fit on high minus jobs, and the ability to run a multitude of complex prescription lenses. The Zd excels at creativity with the ability to easily cut some of the most intricate and fully customized shapes in the

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Right Price Right Brand Right Time Our new LE-700 Edging Station is the perfect “start-up” system. Simple, compact, all-in-one, reliable and user-friendly…all the things you’ve come to expect from a Santinelli.

And at a price you’d never expect.

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Edging equipment designed by NIDEK

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business using our patented Smart Design (Sd) Technology. The Zd is versatile in its ability to allow unprecedented ease of use for everyone ranging from operators with little experience, to providing full service applications in a wholesale lab setting. The Alta Zd by Briot is ideal for high productivity and high end finishing.

Santinelli has their newest machine, the LE-700 which almost made me use the “p” word but I’ll let Santinelli do the talking, “Santinelli International offers the industry the most compact and economical lens finishing system in the company’s history, the LE-700 Edging Station. The units ultrasimple design and attractive pricing appeals especially to ECPs with space and budget limitations. “Next-step” wizard technology takes the operator step-by-step through the entire tracing, blocking, edging and grooving process, utilizing a color touch display.

ability”, said Gerard Santinelli, President & CEO. “Based on decades of innovative research and design, and backed by our team of highly experienced associates, the LE-700 confidently provides an entry level edging system that fits in any size practice and within any budget.”

AIT has the Weco E.6 which is billed as a, “High speed, drilling, milling, machine.”

The E.6 is designed as a workhorse for the wholesale lab or high-volume practice.

The E.6 combines wheel and milling technology in one machine. E.6 can grind all materials, provides safety bevels and includes mini bevel technology which results in a more cosmetically appealing fit in thin, metal frames. The E.6 can handle wrap designs and is licensed to run the Chemistrie Magnetic Lenses.

So, what are you waiting for? Get edging!

Want a few other ways to compete with Internet sales?

Make me want to stay in your store and make me want to buy my glasses there.

Do it by showing me competence, professionalism and good perceived value for my dollar. Even if your store is known as a higher-end location, consider having a package price or a discount rack of some kind. Even wealthy people start looking elsewhere after they pass the $1000 mark for glasses, exam and contacts.

Santinelli LE-700

The reliable, space-saving unit introduces “tracer-free” technology, measuring demo lenses and patterns within the processing chamber. In addition to tracing the demo lens circumference, its front curve is measured to obtain 3-D tracing data and perform accurate 3-D edging. The option to add-on a front-loading frame tracer, which confidently handles high-wrap frames is also available. Its low measurement pressure minimizes frame distortion, assuring superb accuracy. An intelligent blocker is integrated into the sleek design of the LE-700, delivering accurate and consistent blocking results. The unit is now available with a safety bevel feature.

“Listening to the industry, we saw a void for a quality, all-in-one finishing system that ECPs can rely on to take them to new levels of customer service and profit-

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Bend over backwards on repairs, adjustments, remakes and warranty issues. It is better to lose a few dollars every once in awhile than to lose a customer over a small, easily resolved problem like a frame out of warranty by two months. Know the wholesale value of the products you sell so you know where you have a little wiggle room or a whole lot of wiggle room.

Watch and listen when working the frame board. You can get a sense of how you may influence a sale if you hear a Mom and daughter saying, “Maybe we should look for something online.” That is the time to step in and say, “If you like that one, I can have them ready for you in about twenty minutes. If you have an errand to run nearby, just come back and they will be ready before we close at six.”

Edging – it could save that sale so learn now if you are not doing it already! ■

EGMA LLC Returns Rodenstock Brand to U.S. Market Rodenstock, the venerable optical brand known for high-technology ophthalmic lenses and high fashion frames, is being reintroduced to the U.S. market in mid-2015 by EGMA LLC. In order to efficiently service U.S. customers, EGMA Lens Factory LLC, a leader in the Middle East/North Africa optical industry and manufacturing partner and distributor for Rodenstock, has established a new laboratory and distribution center here. Headed by Poya Eghterafi, president and CEO of EGMA LLC, the new U.S. beachhead will feature a state-of-the-art 15,000 square foot optical lab to manufacture the full range of Rodenstock proprietary free-form lenses as well as AR coatings and photochromics.

Also leading the EGMA team as senior vice president-lenses is Alan Yuster, an industry veteran of more than 25 years with key experience in management, sales and operations. Yuster has held several high level positions with leading eyewear technology companies, most notably as vice president of lenses for Rodenstock USA in the 1990s.

“SPEAKING OF DESIGN” Panel Discussion and Reception “Speaking of Design: A Panel Discussion with the Eyewear Designers of the Council of Fashion Designers of America (edCFDA)” is the first public program presented by this newly formed working group within the CFDA. The distinguished panel of eyewear designers will offer tactics to differentiate a boutique’s business and raise it above their competition. Topics will range from eyewear design, merchandising and marketing, online retailing, the drive to differentiate and define, and insight into inspiration and design intent.

“Eyewear as a design discipline is often overlooked with an emphasis on function and not on creativity,” Steven Kolb, CEO of the CFDA, said. “I am pleased to lead a conversation that breaks from this belief and to share the inner thoughts of top eyewear designers who make up the newly-formed CFDA committee, edCFDA.” The event is set to take place in the new Galleria’s lounge on Friday, March 20th from 5:00 pm – 5:45 pm. The panel will be followed by a cocktail reception with the participating eyewear designers. Registration is not required.

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VISIONARIES IN EDUCATION, FASHION AND TECHNOLOGY International Vision Expo East has evolved, and extraordinary fashion is the focus of your 2015 experience.

The Galleria and The Underground have been reconceived and redesigned to deliver an unparalleled experience for high-fashion collections. This show within a show is now located on Level 3 of the exhibition to accommodate the growing number of international companies who participate. Specialty attractions include the French Loft and Italian Pavilion.

Working with the Accessories Council, we’ve added a new retail education track to provide a fresh perspective into how the broadening scope of brands, materials and technologies are shaping the fashion eyewear industry.

The best keeps getting better. The growth of the International Vision Expo partner program sets this event apart to convene visionaries in fashion, education and technology under one roof.

From early morning until late at night, thousands of likeminded professionals from more than 50 unique groups gather for co-located meetings, participate in education and host events.

These alliances, state and national associations, and buying groups choose International Vision Expo as the global hub for the eyecare industry. It has become the premier destination for partnerships to fourish and business-building relationships to thrive.

INTERNATIONAL VISION EXPO 2015 EDUCATION: THURSDAY, MARCH 19–SUNDAY, MARCH 22 EXHIBITION: FRIDAY, MARCH 20–SUNDAY, MARCH 22 JAVITS CENTER | NEW YORK, NY | VisionExpoEast.com | #VisionExpo

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OPTICAL EFFECT

Sam Winnegrad, MBA, LDO

Suddenly, you find yourself in prism and it is of no fault of your own.

Y

OU HAVE BEEN FRAMED! LITERALLY. You have been eyeglass framed and equipped with lenses fabricated to create a prismatic effect; displacing light rays and shifting images. Life in prism will undoubtedly play tricks on your mind, forcing you to view the world in a different way. Of course, there is always the possibility of an early release or reduction of prism – but many times this decision will weigh on the eyecare professional’s philosophical standpoint on treatment and the condition dictating the necessity for prism time. Below, we will consider the nuances of the prism ‘system’. opposite six muscles of the other eye.

Problems such as phorias and tropias can manifest when the muscles decide not to cooperate with one another.

When the use of prism and other vision therapies do not restore vision, surgery is many times the suitable option. Behind every case of diplopia or vergence dysfunction is a root cause which should be determined by the eyecare professional.

OPHTHALMIC PRISM can be defined as a wedge-shaped (generally triangular), transparent object with refracting surfaces at an acute angle to one another. Prisms are used to deviate light rays as well as rotate, invert, and change the orientation of images.

Prisms will separate white light into the various components of the visible light spectrum. Prisms will bend light rays toward their base and redirect viewed objects toward their apex.

Contrary to popular belief, all eyeglass lenses are prisms and most wearers will experience some degree of prismatic effect. Patients prescribed minus power correction are wearing apex-to-apex prisms and those prescribed plus lenses are using base-to-base prism. In an optical lens, the prismatic effect is determined by both the wavelength of light entering the lens as well as the index and material of the prism itself. We know that the optical center of a lens is the one place in which light may travel through un-deviated and without prismatic change. Most of the time this is favorable; however, there are various instances in which prism is needed and purposefully induced or created.

Though commonly prescribed to alleviate binocular diplopia, better known as double vision, there are many reasons why one might prescribe prism. Transcending diplopia, other common applications may include blurred vision, an occluded

field of vision, headaches, and to correct head tilt position. In rare cases, prism has been used to restore sight which has been lost due to the brain “turning off an eye” due to it not liking the image that it was receiving from the misaligned eye.

A hemianopsia, where half of the field of vision is lost, can also now sometimes be treated with the use of prism, wherein the prescriber “tricks” the brain into viewing a field of vision that was once lost. Of course, these extreme cases are very time sensitive and will not always respond to prism therapy. Most stereoscopic vision dysfunctions and problems associated with vergence, depth perception and binocular vision are rooted in a debilitated extraocular muscle network.

Each eye has six extraocular muscles which must work in harmony with, not only one another, but also with the

The use of prismatic lenses will not generally fi x the underlying cause of the problem and must not be used as a bandage. Reasons such as Graves Disease, Hypertension, diabetes, stroke, tumor of the Cerebellum, ischemia, aneurysms, and muscle imbalance must all be considered. Recently, autistic patients and those afflicted with nystagmus have also been able to benefit from prism therapy.

Eyecare professionals must be able to determine not only the correct strength of prism to be prescribed, but also the direction. Many patients are surprisingly able to communicate the direction of image displacement – whether they are experiencing a horizontal, lateral, or diagonal diplopia. The human eye can tolerate more horizontal prism imbalance without creating a double image (or headache), then it can lateral or vertical.

This is why ANSI requires more precision in vertical prism tolerance. Fresnel

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reminds us that one diopter of prism will divert a ray of light 1 centimeter from its original intended path. ECP’s will use the prism and cover/alternating cover test to determine both direction and power of prism needed for correction. Using the cover test will elucidate not only the dominant eye, but will also estimate deviation.

Using this test will allow the practitioner to determine the proper prism strength which is revealed when the deviating eye neutralizes. For an exophoria, BI prism can be placed over either eye. Likewise, for eyes that turn inward, BO prism can be used to correct.

For a hyperphoria, BD prism is used over the affected eye and BU over the naturally fi xated eye. Prism can be split equally to improve both cosmetics and stereoscopic outcomes. Vertical prism is split by using the base direction in the lens prescribed and the opposite direction in the other lens. When splitting horizontal prism the practitioner will used the same base direction in both eyes.

Prism correction can be achieved through a variety of methods. Prism can be induced, applied with a Fresnel segment, or ground in. Using decentration to induce prism is sometimes the easiest way to satiate a prescription; however, factors such as lens power and eye size are intimately involved in the methodology and it will not work for many prescriptions. This is when the Fresnel (Prism = Decentration x’s Power / 10) formula proves entirely useful.

The induction method also leaves room for aesthetic improvement, as unilateral edge thickness can prove ugly. Fresnel prisms are both simple and fast. Using nothing more than water to adhere the 1.0mm thin piece of polyvinyl chloride plastic to the patient’s lens can be a quick fi x to a nauseating visual ailment.

Fresnel’s can be used both temporarily to determine if correction is suitable or on a more permanent basis.

Unfortunately, many patients will report a diminished visual acuity with Fresnel

which can be related to its textured surface. Lastly, and most commonly, prism correction can be ground in during surfacing. This is how most prism problems are incorporated into lenses.

The greatest advantage to surfacing prism is that one can add prism at a more precise power and location and almost nonexistent limitation. Surfacing prism also creates a thinner lens with a more pleasing appearance.

The prism system, though imperfect— does work. After considering its rehabilitating effects, one can see how winding up in prism is better than continuing to exist in a disillusioned life. If it seems like you are living in two separate worlds, prism can reconcile and bring harmony to your universe, enabling you to see creation as it really is. While only a small percentage of the population is in prism, I think we can all agree that many individuals that are not in prism should be. The world would be a safer place (diplopia can be downright dangerous)! ■

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Eastern States to Distribute Été Lunettes in U.S. Giovanni Zoppas, CEO Marcolin, affirmed: “Timberland is a brand of worldwide relevance with a precise position in the lifestyle market and in our portfolio of brands. We are very pleased therefore to continue on with this successful partnership for many years.”

Timberland™ Sunglasses TB9066

“Été Lunettes, as a luxury eyewear collection, is a natural fit to our company's brand portfolio,” said Paul Shyer, president of ESE. “Our company mission is quality, design and service. During our meetings with the team at Key Optical Europe, it quickly became obvious that they place the same values on these goals as we do. Their work in developing Été and preparing for our introduction of the collection is a clear demonstration of this ideal.”

The Été collection is defined by its acetate and plexiglass designs that embed real natural feathers which are treated and dyed. Each piece is handmade in Italy or France with only a limited number of each produced. ESE’s initial release will include 14 sunglasses and 17 optical models.

The collection will be introduced at Vision Expo East at Booth #4134 and will be sold to select optical retailers.

Existing U.S. customers can now purchase the collection and be serviced directly through Eastern States Eyewear.

Marcolin Announces The Early Renewal Of Its Licensing Agreement With TBL Licensing LLC Marcolin SpA, a worldwide leading eyewear company, and TBL Licensing LLC announced the early renewal of the licensing agreement for the design, production and worldwide distribution of Timberland® optical frames and sunglasses.

This agreement extends the partnership duration until December 31st 2018, with the possibility to expand it for an additional 2 years.

“Marcolin and Timberland have developed a very strong partnership over the past 12 years, grounded in shared values and a passion for the Timberland brand and the promise it holds,” said Katherine Cousins, VP Licensing & Accessories for Timberland. “We’re excited to renew this partnership, and will continue to work closely with Marcolin to bring innovative and stylish Timberland eyewear to consumers around the world.”

PRISME OPTICAL GROUP Welcomes a New US National Sales Manager Prisme Optical Group is proud to announce the appointment of Guillaume Pottecher as the new US National Sales Manager. He will report to Carole Menard, Vice President of sales.

Guillaume brings a great deal of knowledge and established relationships that he has built over 15 years with an outstanding network throughout the industry.

In the past, Guillaume introduced the Logo brands such as Tag Heuer to the US market. Most recently, he has worked with De Rigo. Guillaume has extensive experience in the high end segment of the optical industry.

Guillaume will be responsible for sales, networking, territory development and training, recruiting qualified reps, business relations for groups and important key accounts in the US. Prisme Optical Group is a North American leader in the distribution of high end frames including brands such as BEAUSOLEIL, OLIVER GOLDSMITH SPECTACLE, XAVIER GARCIA BARCELONA and TARTINE & CHOCOLAT.

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Make the most of your career with the Optical Women’s Association.

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• Mentorship Programs – including the One-Minute Mentor – twice monthly quick tips for professional growth and development • The Online Query – enabling access to members with specifc expertise • Subscription to FastCompany, focusing on innovation in technology, ethical economics, leadership, and design • Annual Book Selection – copy of best-selling business book for women You’ll have new opportunities to lead by:

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OWA thanks its 2015 Professional Development sponsors for their belief in and generous support of its mission to enhance and promote the leadership role of women in the optical industry through networking, education, and peer support.

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FOCUS ON EDUCATION

Education: Continuing, Continuous, Continual?

Anthony Record, ABO/NCLE, RDO

I

f our industry is to thrive in the coming years, practitioners must personally embrace the need to kick it up a notch or two when it comes to continuing education. Notice I said “personally” embrace the need. Some opticians, live in states that requires licensure to practice opticianry. I live in one of those sates – Florida. Some opticians live in states that don’t require a specific state license to practice, but rather require other licensure such as ABO and/or NCLE certification.

Incredibly, some “opticians” live in states that require nothing. Notice that in the last sentence I placed the word optician inside quotation marks; not because I was quoting someone, and not because it’s a title. Rather, because I don’t mean the word in its literal sense.

Recently, a Florida-licensed optician who had moved to Indiana signed up for charter membership in my newly created continuing education organization – Optical Seminars, Inc. (www.opticalseminars.com). At the bottom of the Internet sign-up form, there is a box for questions and comments. In it, she wrote: “There’s an experience I wanted to share with you that I thought you could use in your classes, but it’s too long to write here. I’ll send it to you by e-mail.” I couldn’t wait.

When I received the e-mail from Darlene (not her real name), I discovered she had moved to Indiana about five years ago.

She explained that Indiana was one of those “nothing” states.

Here is an abbreviated version of her story:

Clay P. Bedford, who was a top executive of Kaiser Industries in California for most of his 49 years at the company, died in 1991. One of the things he believed contributed to his successful career was his firm belief in continuing education. Bedford once said, “You can teach a student a lesson for a day; but if you can teach him to learn by creating curiosity, he will continue the learning process as long as he lives.” And therein lies the greatest challenge for Eye Care Professionals in the 21st century.

28

“I had already tried finding an Indiana State Board of Opticianry and could not find one on line. Anyway, I was told by a lot of people that Indiana was indeed a licensed state. I was moving regardless, but wanted to be prepared to sit for Boards. Well, guess what? There is no licensing agency and you do not need ANY certification of any kind to wear a name tag that says you are an optician. What is the result of this? A couple of weeks ago I went into a big-box optical shop and encountered a clueless clerk who knew basics of what the chain wanted her to know about their products, but otherwise had no working knowledge of the optics or design of these products. Her name tag said “Maria, Optician.” (Again, not her real name.) I asked her if she had taken her ABO, and she had no idea what I was talking about. She said she had been a baker at the store before moving to the vision center and they had given her more on-the-job training to make muffins than they had for working in the optical department. I told her I was a Board-certified, licensed optician and she said “Wow, I wondered how you were talking in that professional lingo. Can I get you an application? Our manager would LOVE to have a real optician on staff.” Um, thanks, but no thanks.

EYECARE PROFESSIONAL

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It is my fear that if things don’t change, the scenario described by Darlene will become more common, not less. From a strictly financial standpoint it behooves the big-box corporations to be able to employ vision-center workers at deli-worker wages. Not to disparage deli workers, but I’m thinking that most of them don’t make $30 per hour – the wage at which even average-skilled licensed opticians can hope to earn in some licensed states.

And if keeping the salaries of eye care professionals high isn’t enough to motivate, consider overall patient care.

public from the incompetent practice of opticianry is through the establishment of minimum qualifications for entry into the profession and through swift and effective discipline- for those practitioners who violate the law. The sole purpose of enacting this part is for the protection of the public health, safety, and welfare.”

While some licensed state’s requirements are not as stringent, and some are even more strenuous, I believe Florida’s requirements are worth thinking about.

People who wish to work as opticians must have graduated with a minimum

“She said she had been a baker at the store before moving to the vision center and they had given her more on-the-job training to make muffins than they had for working in the optical department.”

In Florida, opticianry is governed by Florida Statute 484, part I. The very first few sentences of that chapter say it all, in that they reveal the purpose and intent of licensure in general: “The Legislature finds that the practice of opticianry by unskilled and incompetent practitioners presents a danger to the public health and safety. The Legislature finds further that it is difficult for the public to make an informed choice about opticians and that the consequences of a wrong choice could seriously endanger their health and safety. The only way to protect the

two-year AA degree in Optical Sciences and/or completed a 6,240 hour apprenticeship (3-5 years) working under the direct supervision of a licensed optician, optometrist or ophthalmologist; passed the American Board of Opticianry (ABO) exam; passed the National Contact Lens Examiners (NCLE) exam; passed the national competency exam developed by the National Commission of State Opticianry and Regulatory (NCSORB); successfully completed a two-hour course covering the state opticianry laws and rules; successfully completed a two-hour

course covering the reduction of medical and ophthalmic errors; successfully completed a two-hour class covering handson adjusting of eyeglass frames; and of course paid all the application and testing fees. Beyond that, first-time license renewals must complete a one-hour class on HIV-AIDS, and complete a minimum of 20 hours of continuing education every biennium moving forward. That’s the minimum... the bare essentials that are required to maintain licensure as an optician in the state of Florida.

So I repeat: To maintain and advance our profession we must embrace education. Legislators in unlicensed states need to be educated and pressured by their constituents (translation: voters) to push for state licensing. Opticians in licensed states need to push for further educational requirements for entry into the field, and begin to self-educate, even beyond the bare minimum requirements. Then and only then can we begin to better serve our clients and their visual needs, by... you guessed it: EDUCATION. Not to beat a dead horse, but how can someone who was baking blueberry muffins on Friday be expected to know about the dangers HEV, or what it even is, much less educate the patient (client, customer?) on why it might be needed? Answer: They can’t.

Which is why I am proud to be a contributing editor to Eye Care Professional Magazine. I am even more proud to know that is has rededicated itself to continuing, continuous, continual education of eye care professionals everywhere. ■

The latest and greatest organization offering in-classroom, home study, audio, and video continuing education classes, as well as private practice sessions all across the country.

“The BEST classes in the MOST locations, and the most economical too. Certainly THE choice for Florida opticians to get their required CE credits.”

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Nikon Agrees to Buy Optos for $400 Million Cash Kazuo Ushida, president of Nikon, said, “I am pleased to announce this strategically important transaction for Optos and Nikon. I am confdent that an Optos/Nikon combination would create a world class ‘retina’ player and would signifcantly beneft our respective stakeholders. Together, we will pursue various collaboration opportunities and further expand the medical business in the future.”

Dr. Peter Fellner, chairman of Optos, said, “Under the leadership of Roy Davis and the management team, Optos has successfully established itself as a global leader in retinal imaging supported by the introduction of innovative new products such as the Daytona.

During this period, our share price and fnancial results have shown material improvement and Optos is now well placed for further growth.”

Nikon is a 98 year-old multinational corporation headquartered in Tokyo that specializes in the manufacture and sales of optical instruments. For the year ended March, 31, 2014, the Nikon Group generated consolidated revenues of approximately $9.5 billion and operating income of approximately 612 million.

Optos, based in Scotland, is a leading retinal imaging company. Optos was incorporated in 1992 and is domiciled in Scotland. For the year

ended Sept. 30, 2014, the Optos Group generated revenue, including other operating income, of approximately $170.6 million and operating proft, before exceptional and separately disclosed items, of approximately $16.3 million.

Nikon’s acquisition of Optos requires the approval of Optos shareholders, as well as court approval and anti-trust approvals and clearances. The deal is expected to close in Q2 2015, according to Nikon and Optos.

Alan Yuster Joins EGMA LLC as Senior V.P. Alan Yuster has joined EGMA LLC as senior Vice President. EGMA LLC is a new Dallas laboratory providing high quality, full service distribution of complete eyewear, lenses, frames and instruments. EGMA will preview its own branded lenses as well as the Rodenstock branded lenses and frames at Vision Expo New York.

“This new laboratory is being built consisting of the latest and most advanced technology from Rodenstock processes and designs as well as Schneider, Automation & Robotics, CC Systems (an Ocuco company) and Santinelli/Nidek.” “EGMA lab will be differentiated by Fit, Vision, Brand, Customer interaction and Value” said Yuster.

EGMA LLC was formed by President and CEO, Poya Eghteraf, last year. EGMA is a leading

international laboratory now establishing a USA based manufacturing headquarters.

“As a recognized leading industry executive with 40 years of vision, lens and executive management experience, Alan is a welcome foundation to build our USA facility and team” said Eghteraf “Having previously worked with industry leaders such as Rodenstock, Younger Optics and PFO Global, Alan brings an extensive background in technology and business that is ideal for the highest quality of eyewear and professional relationships we will bring to independent optometrists and optical boutiques.”

Marcolin Opening an Offce Branch in Sweden The branch was established in order to oversee the markets in Denmark, Finland, Norway, Iceland and Sweden in a more controlled and focused way and distribute all the brands in the portfolio, the company said.

“The decision to establish a branch in Sweden comes from the potentials of the Nordic market and the relevance that the optical segment has for us and for this area,” said Valerio Giacobbi, general manager of sales, marketing and business strategies of Marcolin. “The wide range coverage of our offer and the direct control will allow us to respond optimally to the needs of the market and strengthen our partnerships with local customers.”

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GIVING BACK

Pamela Capaldi, FAAO, BSc, MA

HUMANITARIAN EYE CARE: A Commentary to Help You Select a “Charity of Choice” I am often asked which optical charity to support…

SOMETIMES I’M ASKED how many optical charities there are, why there are so many, and what impact are they having on making the world a better place to live, work, and enjoy?

After working for 10 years in the area of vision charities I have both a simple and a more complex answer.

My simple answer is to support any humanitarian eye care organization that aspires to fix a problem you’d like to see changed for the better.

Next is how do you know if the charity is reputable? How will your donation be used? What impact will your giving have on the recipients of the services you hope to support?

The idea behind this article came out of a conversation I had with the publisher of EyeCare Professional Magazine, Lynnette Blanton. We were attending an Optical Women’s Association reception and started discussing these very questions. Knowing that I worked for a vision charity, Lynnette asked why there was such limited information on which humanitarian eye care organizations to support and why should we give. I hope this discussion will answer some of these questions.

Above all, I hope you will decide to give!

In my mind, it is our responsibility to take care of the visual crisis in the world. Being in the eye care profession, we are the global visual conscience. Vision is what we do. If we don’t take up this challenge, then who will?

As a global community of vision care specialists, I would argue that it is our responsibility to respond to the problems associated with uncorrected refractive error, unmet needs with regard to medications and surgery and support for those with visual disabilities and to try to consolidate our efforts to make a change for the better. That means all of us working together, which isn’t quite the model that has emerged in the eye care fields. As is typical in the nonprofit sector, a new charity will spring up when a need emerges. This results in a number of smaller groups, working with passion and drive, to alleviate and address the problem they first hoped to fix. What we see now in the nonprofit sector is that many nonprofits are collaborating and

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ccreating alliances with one another in order to strengthen their impact by o working together. w

The expression ‘Giving Back’ rresonates with many individuals.

After all, we make our living based on A ggiving vision. The eye care profession has been good to us and many of us h aare prompted to ‘give back’ as part of our professional morals and standards. o IIf the thought of giving back tugs at yyour heart-strings then I am all for your tthinking.

I am more attached to the ‘Pay It Forward’ principal of charity because in fact, we need to give to chip away at this global issue, going forward into the future.

Two families receiving new glasses as part of a VSP Mobile Clinic in Atlanta on World Sight Day.

Who is in need of our support going forward? There are worthy humanitarian eye care organizations who are tackling issues of the retina, glaucoma, diabetes, low vision and blindness. There are others tackling the worldwide issue, seen as a disability, of uncorrected refractive error. One example is Optometry Giving Sight – they estimate there are 660,000 million people around the world with uncorrected refractive error.

The solution to this visual crisis is a comprehensive eye examination and a pair of glasses. This would alleviate living day to day with blurred vision – possibly unable to read, work, provide for a family, and be a productive member of the community. According to the International Agency for the Prevention of Blindness every individual has the ‘Right to Sight’.

In some developing parts of the world, Optometry Giving Sight estimates that just $5 can assist one individual access to vision care and spectacles. When you take into account that the Brien Holden Vision Institute and Johns Hopkins estimated the global cost in lost productivity due to uncorrected distance vision is US $202 billion annually – Maybe,

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just maybe you could give a few dollars to help? (This does not include lost productivity of the estimated 517 million presbyopes who have do not have access to eye care).

Could you spare $5 to alleviate this global burden and provide eye glasses and visual screenings/exams to those in need?

After all, it’s what we do – provide vision care. If only it were that simple – just reaching into our pocket for five bucks.

You can also rely on the watchdog organizations like ‘Charity Navigator’. Simply go to www.CharityNavigator.com and search the name of your charity of choice. If nothing comes up, that may mean your charity of choice is a small, start-up with little track record. If the charity of choice comes up with 4 stars, which is the highest rating possible, you’ll know that your nonprofit group is being efficiently managed and that they are spending money wisely.

So why pay it forward? One – it helps others. Two – it helps you.

Evaluating a charity, its efficiency and how donated dollars will be spent – as well as the overall impact and number of beneficiaries just isn’t that easy. How much of your donation will actually reach a person for example on the other side of the world and how much will be spent on operating costs to the charity? It’s a good question to examine.

Typically a good operating cost-ratio is 20-25%. Meaning a quarter on each dollar you donate will help the organization operate and grow while seventy-five cents on the dollar will be invested in the project work. Sometimes donors can be critical of any money going into running the charity however that is simply unrealistic. Structure, materials, and processes need to be put into place to tackle any problem – and how would the charity pay its staff members to get the work done?

Think of it this way – if a charity raises $1million in donations – $750,000 would go toward project work while $250,000 would be used to run the charity annually at a 25% operating cost ratio. Realistically not a lot of money to pay staff, print literature, travel to meet with donors, be represented at professional meetings and all that goes into correctly, legally, and ethically running a nonprofit. My advice – when you are selecting a charity to support, look at their financial statement for the past few years which will be contained in their Annual Report.

You will be able to evaluate if you think they are managing their expenses well.

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As you begin to consider which vision charity to support, remember that any help can make a difference. Many ECP’s have expressed an interest in going on a sight visit, or a vision screening and actually doing the work themselves. I say that we need everyone with a passion to help to contribute, and there are many organizations that you can volunteer your time and energy. But not all eye care professionals can ‘go’ – but we all can ‘give’ – if not our time, then our financial support.

Recognizing that the primary intent then is to help others, how can giving to a charity possibly help you?

First, as an individual there can be a great reward and personal enrichment in commitment to a cause or to ‘making a difference’. You will often hear folks that have involved themselves in a charity state that while it changed others lives – it also changed their own life. The depth of that personal commitment and effect can be a two-way street. There is a saying that “To give and to receive, ultimately, are the same...”

If you’ve ever put a pair of glasses on a person who has never had clear vision, you know the moment of ‘receiving’ that I speak of.

Utilizing a charitable giving program can and should be an active part of your marketing campaign in your practice.

Patients are savvy to the world of corporate responsibility and giving back. There is a societal expectation that we’re engaged in some form of philanthropy. Whether it’s buying products that generate a small donation to a cause, or the ever-popular ‘matching’ programs to buy one-give one.

These programs are seen being promoted across social media consistently and today’s

“Just $5 can assist one individual access to vision care and spectacles.” donors expect that companies have adopted a cause to get-behind.

This can also be advantageous to your eye care practice. Wouldn’t benefit you to let your patients know that for every pair of glasses you sell you will be donating $5 to your chosen charity so that another individual around the globe could see? How about this – an optician in the dispensary helps a patient with an eyeglass adjustment and when asking if there is a charge— optician states no charge! The optician may state— however, please help by donating a dollar or two to XYZ (their selected vision charity). Everyone leaves the experience feeling good and the charity in need of your funding will benefit.

You can also design cause-related marketing campaigns that are for a given cause, project, capital campaign, or are welldefined in a given time frame. World Sight Day each October is one such campaign and many organizations support this day of global awareness, advocacy and fundraising. Might not October be a great time to celebrate global sight in your practice by dressing up the office with materials that educate patients about how your eye care office is making a difference by participating in this global event?

You see, without good vision, everyone would struggle to do their jobs, make a living, help others and so, yes… we all can celebrate sight!

After all, isn’t that what we do each day in our offices while servicing our patients?

So, I circle back to the idea that we are all in a position to give and that it is our responsibility to take up this challenge as the eye care professionals of the world! There are hundreds of millions of people worldwide (who can’t read this article) who are hopeful that we will. ■ Pamela Capaldi is the US Director of Professional Services at the Brien Holden Vision Institute who believes in ‘Vision for everyone…everywhere’. She has also served as the Director of Communications and Fundraising for Optometry Giving Sight in Golden, Colorado.

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PROTECT YOUR EYES

Beth Carlock, OD

report fash burns should be seen the same day for treatment to prevent secondary infections and to ease the severe discomfort. always encourage welders and people who work with germicidal lights or lasers to use their safety eyewear. Welders often have hoods with flters that can be adjusted for the type of light they are using.

Many hoods now have flters that adjust to the light levels to reduce the amount of time a welder has to lift the hood to see his or her work. anyone working with lasers or other sources that emit Uv-C radiation should wear the safety eyewear designed to block all Uv light.

Snow Blindness and Skin Cancer Are Linked to UV-B ozone absorbs signifcant amounts of Uv-B, so only a small amount of this light reaches the earth’s surface. While only about 5% of the ultraviolet light from the sun is made up of Uv-B, this light actually has higher energy. it causes damage not only to the skin but also the clear cornea on the front of the eye. the cornea absorbs this energy and prevents it from reaching the lens or back of the eye. this type of Uv is also largely responsible for the change in the melanin in our skin that makes us tan.

Your Role in Preventing Ultraviolet Damage to the Eye

U

ltraviolet light can damage the eyes in multiple ways. the damage can cause short-term, painful burns or longer lasting damage to the lens and retina that result in cataracts or macular degeneration. eye protection is essential to prevent these diseases, and you can help your patients and customers make the best decisions for their eye health.

What Is Ultraviolet Light? according to the health Physics Society, ultraviolet (Uv) light is the portion of the electromagnetic spectrum between visible light and x-rays. the visible light wavelengths range from 700 nm (nanometers) for the red end of the spectrum to 400 nm at the violet end. the shorter the wavelength, the more energy the light has, so violet light has more energy than red or orange. Uv light has an even shorter range of wavelengths. the types of Uv wavelengths that can reach the earth are Uv-a (320-400nm), Uv-B (290-320nm) and, rarely, Uv-C (220-290nm).

Since Uv light is absorbed by the cornea, or the clear tissue in front of the iris, and the lens behind the iris, our retinas receive little of this radiation. in addition, our photoreceptors in the retina do not typically get stimulated by light in the Uv spectrum, so the brain cannot perceive wavelengths shorter than about 400nm.

UV-C Light Can Cause Painful Burns our earth’s atmosphere absorbs nearly all Uv-C, so the majority of exposure from this very short wavelength Uv is from germicidal lights, lasers and especially welder’s arcs. Since this Uv light has the most energy, it does not require long exposure to cause damage. this light is absorbed almost entirely by the outer layer of skin and the cornea. as a result, brief exposure can cause very painful skin and corneal burns. Many welders call this ‘welder’s fash’ since even a brief fash without a welder’s hood can be enough to cause a burn. Some burns can be so excruciating that patients have to see the eye doctor for emergency care. People who

Skiers and those who live at higher elevation where the atmosphere is thinner can receive a painful corneal burn similar to welder’s fash due to Uv-B overexposure. the corneal swelling can be so severe that a patient cannot see through the cornea for several days. this condition is known as photokeratitis, or ‘snow blindness’, since it tends to happen more often in the winter. Snow refects up to 80% of the light so our exposure on bright days after a fresh snowfall can be substantial.

36 E Y E C A R E P R O F E S S I O N A L

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Anyone complaining about painful vision loss should see the eye doctor immediately for diagnosis and treatment.

UV-B light can cause direct damage to the collagen fibers and DNA inside our cells. This damage can cause normal cells to start growing abnormally, leading to skin cancers. The skin changes can be so gradual that many people do not notice them. In fact, many optometrists and ophthalmologists find facial and eyelid skin cancers at a routine eye examination.

When caught early, these cancers can be removed and the prognosis is excellent.

UV-A Light Is Implicated in Cataract and Macular Degeneration While the cornea absorbs some UV-A light, a significant portion of this energy reaches the lens and to a lesser extent the retina. Since the lens absorbs more of this energy, it can lead to changes over time.

The lens can become browner (called brunescence) or develop clouding. This browning and clouding are known as a cataract. Cataracts can lead to decreased vision and problems with glare, especially at night. While this eye problem develops in older patients, it can happen at any age.

Cataracts tend to develop earlier in people who have had higher amounts of UV exposure than average.

Age-related macular degeneration (ARMD) is a disease that causes the central part of the retina, known as the macula, to degrade. In the dry form, the macular tissue degrades and yellow deposits form. Small holes may also form.

These holes and deposits cause vision loss in our central vision. Since this is the part of the retina that allows us to have normal 20/20 vision, substantial loss of macular tissue can cause severe vision loss. The wet form of ARMD causes blood vessels to grow into the retina abnormally. These blood vessels leak and break causing tremendous vision loss. This version of ARMD is less common and affects only about 10% of all ARMD patients.

However, the severe damage it causes can be visually devastating.

Additional Eye Problems Caused

by UV While skin cancers, cataracts, and macular degeneration are the main concerns for many people, UV can also cause other

MAR2015_Beth.indd 4

problems. Pingueculas are tissue growths that may form on the conjunctiva next to the cornea. While benign, they may cause cosmetic concerns if they become very thick. Large pingueculas can also cause eye dryness due to poor tear flow underneath the growth or incomplete eyelid closure.

Pterygia (the plural for pterygium) are wing-shaped white growths that form on the sides of the cornea. Like pingueculas, these are benign. However, if they enlarge enough, they can cause shape changes on the cornea that cause substantial astigmatism. If the pterygia grow over the pupil, they can also block sight.

Patients with acne rosacea or lupus often find these conditions are aggravated by UV exposure. This can increase irritating eye dryness.

Risk Factors for Eye Damage from UV Some patients are at higher risk for damage to the eyes from UV. Excessive UV exposure is especially common in these groups:

Protecting the Eyes To minimize the risk of damage, everyone including children, should wear lenses that block 100% of UV light. Wraparound frames provide the best protection.

Wearing a hat and sunscreen will also reduce UV exposure to and around the eyes. By decreasing the amount of ultraviolet radiation that reaches the eye– eye care practitioners and opticians can be instrumental in reducing future cases of cataracts, macular degeneration, and skin cancer. ■ Sources: Zeman G. Ultraviolet Radiation. Retrieved from http://hps.org/hpspublications/articles/uv.html 11 Feb 2015.

Roberts JE. Ultraviolet radiation as a risk factor for cataract and macular degeneration.

Eye Contact Lens. 2011 Jul;37(4):246-9. doi: 10.1097/ICL.0b013e31821cbcc9.

Retrieved 11 Feb 2015.

Heiting G. Ultraviolet (UV) Radiation and Your Eyes. Retrieved from http://www.allaboutvision. com/sunglasses/spf.htm 11 Feb 2015.

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Since children tend to spend more time outdoors than adults, they especially need protection from UV radiation. Ultraviolet damage is cumulative, and researchers estimate that half of our UV exposure may happen before age 18. Less exposure during childhood may mean a lower risk of cataracts, ARMD and eyelid skin cancers later in life.

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Shamir Promotes Naftalovich to President of Shamir North America “I am very excited about this new opportunity. Our primary goal has always been to ReCreate Perfect Vision and as we see the market changing at a rapid pace, I look forward to continuing to grow Shamir and develop new innovations and services to deliver to the market,” said Raanan Naftalovich, CEO of Shamir Insight and President of Shamir North America.

Naftalovich will now also oversee all of the Shamir sites and activities in North America. Naftalovich also served as Chairman of the Vision Council for two years, 2013 and 2014. He is now holding the Immediate Past Chairman position.

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TOPICAL OPTICAL

James Magay, RDO

Disruptive Innovation and... Warby!

So many words have been written about the marketing phenomenon that is Warby Parker, I’m ashamed to add a lot of detail because you – savvy reader, are probably totally familiar with the brand and it’s product. Suffce it to say, Warby is an American brand of Rx eyeglasses and sunglasses founded in 2010.

Their claim to fame is low cost, style, free home try on and a donation to a charity with each purchase. The name Warby Parker derives from two characters that appear in a novel by Jack Kerouac (who is probably spinning in his grave).

I was at a social gathering the other evening and a lovely woman in her 70’s asked me my opinion about Warby and “Did I carry any of their frames?” I mention this because many of us think of it as a youth movement that only cell phone worshiping hipsters know about.

Guess not! Along with knowing looks by the truly well informed who have seen the 60 Minute Expose of Luxottica, “Say, did you know 95% of all frames are made in one factory?” Word about our business is really spreading.

In a way it is a good thing, the publicity and interest have been gratifying and certainly doesn’t hurt business as long as you have a positive rejoinder to comments of these kind. I like to point out how exciting it is to go to VEE and see the amazing amount of nonLux product out there and how many competitors the Giant One

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actually has. Folks don’t mind a dominant player as long as there are plenty of alternatives.

By now you have all heard the term “Disruptive Innovation”, examples would include electronic readers (Kindles) in the publishing world, cell phones versus land line phones, Uber versus Taxi Companies, and I would post Warby Parker versus the optical retail establishment.

I think we can all agree that Warby Parker is a disruptive innovation. The person who coined the phrase “Disruptive Innovation” by the way is Harvard Business School professor Clayton Christensen. The main characteristics of a disrupter according to Dr. Christensen (at least in their early stages of development) are lower gross margins, smaller target markets, and simpler products and services (and those may not seem as attractive as existing solutions – think digitally surfaced lenses, sophisticated coatings, protective layers, and exotic frame materials).

So we have a bare bones approach to retailing glasses, cheap price point – $95.00 with A/R

lenses, $295.00 with progressives. The question is what do we do, panic, run in circles, scream, and cry? None of those things can help except hasten our developing ulcers. I would propose we act like the professionals we are supposed to be. Charmingly agree to check the accuracy of the Rx when someone brings in an internet purchased eyeglass from any provider, do your best adjustment with the disclaimer that you can’t be responsible for the materials should they degrade when you work them (I’ve seen A/R literally wash off the lens, and have attempted to adjust temples that won’t hold a shape).

If the Rx isn’t spot on (a significant number of internet purchased glasses are not on spec according to a leading consumer magazine) offer to write down the discrepancy so they can send the glasses back to the fabricator.

What we may see is the simple appeal of WP may get old real quick as people try to upgrade their lens selections and copy cat cheapo competitors start chewing on their heels! Loyal customers are surprisingly swayed by a price appeal, imagine that. ■

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