2020 2016 07 sunwear

J U L / 16

WWW.2 02 0 M AG. COM

FACEBOOK.COM/ 2020MAG page 94

TWITTER.COM/ 2020MAG

20/20 SUNWEAR MARKETPULSE: SUNNY AND SHARE > 52 GENEYE DECLARES INDEPENDENTS >56

A NATION OF

DIGITAL SOLUTIONS FOR COMMON ABERRATIONS > 68

SUN WORSHIPPERS

GenEYE redefines the meaning of GOLDEN YEARS as they embrace EYEWEAR and SUNWEAR as their ultimate LIFE and STYLE ACCESSORY

DEREK LAM MORTON FROM MODO 2 0 2 0 MA G. C OM / AP P S

Beach, please!

ASHLEIGH IN CAMOFLORAL AND BULUSH PINK

HAPPY SIDE OF BLUE LIGHT SPY’s line of RX-able sunglasses features their patent-pending Happy Lens technology, the most premium color and contrast enhancing lens on the market. The first and only lens technology designed to allow in long-wave blue light transmitted from the sun, Happy Lens still blocks harmful short-wave blue light and UV rays. Research indicates that exposure through the eyes to long-wave blue light, while outdoors, brings about a number of positive physiological changes, including elevated mood and increased alertness.

A study conducted by Tragon Corp. reported that 76% of premium sunglass wearers prefer the Happy Lens, not just for the lens concept, but for its complete set of visual enhancing capabilities. This includes general attributes such as ability to block glare, clarity of vision, and color and contrast enhancement. This is truly the science of happier eyesight, brought to you by independent American eyewear brand SPY.

DEGA • SOFT MATTE BLACK

Happy Bronze Polar w/ Dark Blue SpectraTM

BLOCKS SHORT-WAVE BLUE LIGHT, TRANSMITS MORE LONG-WAVE BLUE LIGHT ONLY THERAPEUTIC SUNGLASS LENS AVAILABLE IN RX

©2015 JRM LICENSING, LLC

©2016 JRM LICENSING, LLC

LEARN MORE ABOUT SPY’S LINE OF HAPPY LENSTM SUNGLASSES AT SPYOPTIC.COM/HAPPY.

CONTENTS J U LY

20/20

Volume 43 Number 8 Copyright © 2016 Jobson Medical Information LLC E-mail: jspina@jobson.com Website: www.2020mag.com 2020mag.com/ipadapp 2020mag.com/iphoneapp Facebook.com/2020mag Twitter.com/2020mag 100 Avenue of the Americas, New York, NY 10013 (212) 274-7000 • FAX: 212-274-0260 SENIOR VP, EDITOR-IN-CHIEF James J. Spina EXECUTIVE EDITOR Christine Yeh GROUP EDITOR/LENSES & TECH Andrew Karp ASSOCIATE EDITOR Victoria Garcia ASSISTANT EDITOR Jillian Urcelay EDITORIAL ASSISTANT Emily Belfiore DIRECTOR OF EDUCATION Mark Mattison-Shupnick SENIOR RESEARCH ANALYST Jennifer Waller ART DIRECTOR Iris Johnson WEB DESIGNER Julie Zidel

F E AT U R E S 37 A NATION OF SUN WORSHIPPERS

Hitch a ride to Rockaway Beach for a GenEYE romp under the sun.

MARKETPULSE

52 SUNNY AND SHARE

GRAPHIC DESIGNER Jincy Thomas THE STUDIO AT JOBSON Elizabeth Crawford, Stephanie Gross, Matt Lambros, Joseph Vitaliano CORPORATE PRODUCTION DIRECTOR John Anthony Caggiano CONTRIBUTING EDITORS Palmer R. Cook, OD; Preston Fassel, Mary Kane, Cheryl G. Murphy, OD; Barry Santini, Christie Walker, Jamie Wilson

Results from our latest Sunwear MarketPulse Survey.

GENEYE DECLARES INDEPENDENTS

56 I THINK THEREFORE EYE AM… GENEYE

The current State of Independents on both sides of the dispensing table from the GenEYE POV.

ON THE COVER DEREK LAM MORTON FROM MODO PHOTOGRAPHED BY STEPHEN MARK SULLIVAN

S U C C E S S F U L R E TA I L S T R AT E G I E S

THE CIRCLE GAME Round about sunrise… Round about noon… Round up this sunglass as the ultimate Sun Worshipper round about RIGHT NOW. GenEYE deems this GenSUN.

66 WITH ARTISTS’ EYES

Dr. Gary Tracy Optometry and Eyewear: Providing clear vision to a creative clientele.

RXPERTISE

68 DIGITAL SOLUTIONS FOR COMMON ABERRATIONS C O N T I N U I N G E D U C AT I O N

94 AT YOUR SERVICE: TRANSITIONING FROM THE

DISPENSARY TO LAB CUSTOMER SERVICE

6 • 20/20 July 2016

20/20 (ISSN 0192-1304; USPS #051-090) is published

monthly except for March and September which have two issues, by Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678.

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Or email us at 2020mag@cambeywest.com. Non-paid subscriptions to 20/20 are limited to optometrists, opticians, ophthalmologists, and buyers and key executives at retail chain store headquarters. All other individuals are eligible for subscriptions at the above annual rates. Payment must accompany your order.

Advertising: Send all film with proofs to: Jobson Medical Information LLC, New York, NY 10013-1678.

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If you are interested in ordering reprints of any articles that appeared in this issue please contact Wright's Media at 877-652-5295 or jobson@wrightsmedia.com.

The moment your patients can enjoy their digital devices without worry.

ZEISS DuraVision BlueProtect.

BLOCK Harmf u Blue l Light

// PEACE OF MIND MADE BY ZEISS

Enhanced protection from blue-violet light

World-class anti-reflective lenses with blue light protection.

Introducing ZEISS DuraVision BlueProtect.

Give your patients peace of mind and healthier eyes by providing them with blue light protection and top-of-the-line AR performance.

• Advanced blue light filtering • Excellent clarity • Maximum durability

Visit www.zeiss.com/duravision to find out more about ZEISS DuraVision BlueProtect. ©2016 Carl Zeiss Vision Inc. DuraVision is a registered trademark of Carl Zeiss Vision GmbH. DuraVision products are designed and manufactured using Carl Zeiss Vision technology. US Patent 6,852,406. Other patents pending. Rev 06/16

Light Blue-violet light

KLiiK denmark is a collection of fashion eyewear designed for the petite consumer who understands the connection between style and statement. Frames that seamlessly marry straight and curved lines create KLiiK denmark’s upscale, edgy look that takes seeing and being seen to a level of distinction that is uniquely KLiiK denmark.

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FEATURED: JA4058 IN JAVA HORN, HONEY TORTOISE AND BLACK HORN

CONTENTS J U LY

D E PA R T M E N T S

PUBLISHER/CEO Marc Ferrara VP, ADVERTISING SALES Dennis Murphy

25 UPFRONT

84 WHAT’S NEXT

Safilo brings kids to work; Hall of Frames; Street Seen; What Eye Hear; ClearVision celebrates second annual Founder’s Day; Transitions Teams Up With Irma Martinez to Offer Summer Travel Tips; and Liberty Supports Veterans Charity Ride.

Line extensions from Costa, Imagewear, Altair and Nouveau.

In-Office: Differentiation

DIRECTOR OF DIGITAL PRODUCTS James DeMatteis REGIONAL SALES MANAGER Amanda Churchill VP, MARKETING Nancy Ness SENIOR MARKETING COORDINATOR Gillian Mulhere

88 NEW PRODUCTS

Maximizing Minimal, The CatEye Craze; and become a Millennial M maven with this month’s onth’s Basics.

B

MARKETING COORDINATOR Marian Amo MARKETING COORDINATOR Jackie Dempsey PRESIDENT, ECP BUSINESS SERVICES William D. Scott PRESIDENT, FRAMES DATA Tom Lamond PRESIDENT, JOBSON INTERACTIVE Joe Savarese VP, NEW BUSINESS DEVELOPMENT Al Greco

91 L&T NEW EW PRODUCTS 34 CE PLUS

DIRECTOR OF EDUCATION AND TRAINING Vincent Priore

Healthe’ss Eyesafe; Jeanie Premium ducts’ Retooling Rotation Products’ Program for Labs; and more.

75 WHAT’S RIGHT NOW

SENIOR VP, EDITORIAL DIRECTOR Marge Axelrad VP, CREATIVE SERVICES AND PRODUCTION Monica Tettamanzi JOBSON OPTICAL RESEARCH DIRECTOR Gerry Fultz DIRECTOR, CE PROCESSING Regina Combs DIRECTOR, NETWORK/SYSTEMS SERVICES Pierre Gascon TECHNICAL SUPPORT COORDINATOR Ken Lee

Dare to be adventurous with GenEYE-approved sunwear. r.

VP, CIRCULATION/DISTRIBUTION Emelda Barea CIRCULATION MANAGER Micki Laporte

76 WHAT’S NEW

Spotlighting the latest atest collections from L’Amy, Marchon, Randolph Engineeringg and Villa Eyewear.

INFORMAT CEO, INFORMATION SERVICES DIVISION Marc Ferrara VI PRESIDENT OF OPERATIONS Jeff Levitz SENIOR VICE PR VICE PRESIDENT OF HUMAN RESOURCES Tammy Garcia C Classified Ad Sales: (888) 537-4858 sales@kerhgroup.com CE Customer Service: (800) 825-4696 EXT. 1 Subscription Inquiries: (877) 529-1746 MAISON MARGIELA MMTransfer003 from Mykita

16 EDITOR-IN-CHIEF 18 THROUGH MY LENS 20 ASSISTANT EDITOR 92 PRODUCT GUIDE 104 PARTING GLANCE

12 • 20/2 20/20 0 0 Jul July 2016

Europe — Cecilia Zanasi; E-mail: Cecilia@studiozanasi.it

20/20 magazine encourages submissions of product news and information. Press releases and photography can be submitted via mail or email. Any photos and images sent by email must be high-resolution (300 dpi) JPEG, EPS or TIFF with an image size of at least four inches by four inches. Standard photo images must be of high quality.

All mailed submissions should be sent to the attention of the appropriate editor. All information and photography becomes the property of 20/20. Questions? Email Editor-in-Chief James J. Spina at jspina@jobson.com.

IS YOUR PROFITABILITY

KEEPING YOU UP AT NIGHT? WE CAN HELP you implement a plan to grow your business starting with Transitions® lenses. Call your Essilor Brand Sales Consultant at 1-800-237-8725, ext 1215, to learn more!

©2015 Essilor of America, Inc. All rights reserved. Essilor is a registered trademark of Essilor International. Transitions and the swirl are registered trademarks of Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure and lens material.

6/15

EDITORIN-CHIEF

FRIE NDS, RAMONES, COUNTRYMEN Chewin’ at a rhythm on my bubble gum The sun is out, I want some It’s not hard, not far to reach We can hitch a ride to Rockaway Beach The surf! The sun! The shore! The Sun! The ocean breezes! The… SUN! What’s not-to-love about a day-at-thebeach if that day on the beach is… a beach photo shoot!

Folks sometimes tend to over-romanticize the lure of photo shoots but I’ve been doing them for years and STILL feel a jolt of excitement in anticipation AND participation. And a beach one is always special. But this one, just a few miles from my home and heritage turf, was extra special. With a bare bones crew on hand driving in from different homing starts, we built an amazing array of images for this month’s “A Nation of SUN

Worshippers” cover and feature.

Photographer Stephen Mark Sullivan was at his fashion photo gonzo best, Art Director Iris Johnson and Executive Editor Christine Yeh literally danced with a frenzy of freedom on the sand and under the guise of prepping every sunglass, Associate Editor Victoria Garcia eluded constant attempts made to catch her in a behind-the-scenes snapshot.

But my biggest accolade of the day goes to Assistant Editor Jillian Urcelay and her remarkable parents, Susan and Steven, as they hosted our whole crew all day in their Belle Harbor home in Rockaway Beach, Queens. Jillian secured all of the meals for the day; her mom literally revamped their living room to accommodate wardrobing and their dining room for hair and makeup, and her dad researched locations, spruced up their wonderful pool for some

of the quick shots and stirred my memories for all the great times I spent at Rockaway as a child at my uncle’s beach bungalow, and as a teenager roaming the (long gone) Playland and parking my MG five blocks from the surf at Far Rockaway, escaping the swelter of a Queens summer.

So with the roar of the ocean AND The Ramones in your head, may I take this moment to remind you 20/20 is the only pub in optical delivering created photography in features and in our new product What’s New pages every month of the year. Hard work? Yup. But well worth the effort as we take the time to capture the romance of a product we truly consider the ultimate accessory.

• James J. Spina

Editor-in-Chief jspina@jobson.com

. . . . . . .

THE PROVEN SOLUTION FOR LIFE’S EVERYDAY ADVENTURES . . . . . . .

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THROUGH MY LENS

MY LENS CLOTH C HATS I take a train to and from work. My 90-minute round-trip commute gives me a lot of time to observe my fellow commuters.

Naturally, I take note of what eyeglasses they’re wearing and in particular, how they clean their glasses.

Over the years, I’ve conducted a casual survey of people’s eyeglass cleaning habits. My totally unscientific conclusions are that women are more likely than men to clean their glasses with a lens cloth, which they usually keep in their handbag. (Men tend to use their shirts or a tie.) Both women and men who do use a lens cloth seldom, if ever, use a lens cleaning spray or wipe before buffing their lenses with a cleaning cloth.

If I find myself seated next to someone who is cleaning their glasses—either properly or improperly, I am often tempted to comment. I usually suppress the urge, but sometimes I can’t resist saying, “I notice you take great care of your glasses.” Or if I see them going for their shirt, I’ll say, “Here, you might like this better,” while handing them my own lens cloth.

People are usually surprised by my forwardness, but after I explain that I’m in the eyewear business they often open up.

Most are pleased to talk about their glasses, especially if I compliment them on their sense of style.

Once you get people talking about their glasses, it’s always interesting to learn about their feelings and attitudes.

Unsurprisingly, many people say their glasses are expensive and ask me why they cost so much. Some say they’ve heard that one company makes most or all of the eyewear on the market.

Comments like these provide me with a teachable moment when I can explain some of the innovative technology in eyewear, or to let them know that in fact, there is considerable diversity in our industry, both among vendors and retailers.

These lens cloth chats have given me a valuable perspective on what people think about their glasses. Because they occur in unguarded moments, and because I’m a stranger, I’m able to get people to comment candidly in a way that they might not be comfortable sharing with their optician. Try it yourself sometime and see what you can learn.

• Andrew Karp Group Editor, Lenses and Technology akarp@jobson.com

18 • July 2016 20/20

ASSISTANT EDITOR

GENERATION “ME” We all know the feeling… I was settling into my seat on my flight home a few weeks ago when a mom and her two babies squeezed into the row in front of me. A moment later, another family with very young children sat to my left. And yet another mother and her toddler found their seats right behind me. “Well there goes my hopes of a peaceful plane ride,” I thought to myself. To my surprise, our threehour flight went by without too many tears, and I noticed one common denominator— every kid was entranced by the iPad or iPhone screen illuminating their tiny faces.

I know I shouldn’t still be surprised when I see a two-year-old that can use an electronic device with ease. After all, I’m a Millennial and grew up in a mostly electronics-filled world myself. I remember every time I asked my Dad for help with some piece of tech, he would sigh and reply, “You’re supposed

to be the one teaching me!”

As a Millennial, I grew up with the world (i.e., the Internet) literally at my fingertips.

Anything I ever wanted to know was and still is just a Google search away. In middle school, I spent my time after school chatting with friends on AIM and constantly updating my MySpace profile. Throughout high school, social networking really took off and everyone had their own Facebook, Twitter and later, Instagram accounts. My coming of age coincided with the social-networking world’s coming of age—which in turn created an atmosphere in which everyone has an opinion and a platform to express it.

Millennials are sometimes referred to as “Generation Me.” We are known to older generations for having a sense of entitlement and narcissism. Taking a step back, the cause of these less than ideal qualities seems obvi-

ous—we are the “you get a trophy for trying” generation, and the ones who grew up with our peers constantly asking us, “How many likes did your picture or post get?” It shouldn’t seem like too much of a surprise that many Millennials grew up with an excess of over confidence that was besieged onto us as children. But, we are also recognized as being tolerant and understanding of other’s differences. We are knowledgeable and connected.

In today’s technology-filled world, it’s impossible to be uninformed or to live in the dark.

It’s clear that times are changing, and I can’t imagine what today’s toddler tech-pros will be able to see and create in their lifetimes. In the meantime, I’m just grateful for plane rides that are a little bit quieter each and every time I fly.

• Jillian Urcelay Assistant Editor jurcelay@jobson.com

www.ogieyewear.com

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American Eyewear ................................20 615-891-2558, american-eyewear.com

Marchon Eyewear ........................... Spine 800-645-1300, marchon.com

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Cafe Lunettes ........................................79 800-962-3200, silverdollaroptical.com

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ClearVision Optical .....................Cover 4 800-645-3733, cvoptical.com Costa Del Mar .......................................59 855-costarx, costadelmar.com Croakies.................................................16 800-443-8620, croakies.com Essilor USA ....................14-15, 30, 31, 93 800-essilor, essilorusa.com Europa International ...................41A, 41 800-621-4108, europaeye.com Eyenavision ...........................................17 888-321-3939, eyenavision.com Fashion Optical Display .......................24 800-824-4106, fashionoptical.com Int’l Vision Expo ..........................Cover 3 visionexpo.com L’Amy America.....................................4-5 800-243-6350, lamyamerica.com Lafont ....................................................43 800-832-8233, lafont.com LBI Eyewear .........................................13 800-423-5175, lbieyewear.com

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July 2016 20/20 • 23

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UPFRONT J U LY

EDITED BY CHRISTINE YEH

When Eye Grow Up Remember how exciting it was to go visit your parents at work?

Safilo recently teamed up with Take Our Daughters and Sons to Work, a nonprofit educational program that introduces children to the exciting and important world of their parents’ careers, and hosted its version of “Bring Your Kid to Work Day.” Safilo employees got to spend the day with their kids, showing them what they do at work every day. The day was filled with interactive g games and activities to help the curious bunch learn more about t role, production and function of eyewear. They also familiarized the t themselves with polarized lenses and learned about its history and w makes it such a remarkable invention. The Safilo team let the what y youngsters test different lenses to understand the benefits of having h healthier vision, something the company holds to very high stand dards.

The kids even had the chance to step into the creative side o the biz and design their own frames and P.O.P. materials with of S Safilo’s trade marketing team using colored paper, markers, p popsicle sticks and styrofoam. SEE some of the EYE-mazing crafts the children made.

—Emily Belfiore

July 2016 20/20 • 25

UPFRONT

2 3

1

HALL OF H

FRAMES FR

BY VICTORIA GARCIA

MODEL BEHAVIOR While enjoying the outdoors in Los Angeles, model Cara Delevingne (1) wears Fendi Facets FF 0152/S sunglasses from Safilo…

SHARK TALES Golfer Greg Norman (2) eyes the green while wearing Greg Norman style 4017 sunglasses from his namesake collection from Aspex Eyewear…

SCANDALOUS STYLE Known for his current role in ABC’s “Scandal,” actor Tony Goldwyn (3) expertly wears John Varvatos style V604 sunglasses from

4

Base Curve/A Luxury Division of Rem Eyewear…

HATS OFF TO YOU Actress and singer Kat Graham (4) goes neutral in John Varvatos style V799 sunglasses from Base Curve/A Luxury Division of Rem Eyewear…

TRAVEL READY While at LAX airport, actress Amber Heard (5) wears

5

Tod’s rectangular style TO0187 sunglasses from Marcolin USA…

SPIFFY SPECS While attending the 13th Annual John Varvatos Stuart House Benefit, actor Peter Facinelli (6) wears John Varvatos style V601 sunglasses from Base Curve/A Luxury Division of Rem Eyewear…

FESTIVAL FUN Actress Emma Roberts (7) polishes off her Coachella PERFECT POUT Known for her role as Haley in ABC’s comedy series “Modern Family,” actress Sarah Hyland (8) garners some serious style in MCM sunglass style MCM604S from Marchon Eyewear and VSP…

6

PICTURE PURRFECT Model Karlie Kloss (9) brings sophistication to her outfit with Fendi EyeShine FF 0177/S CatEye sunglasses from Safilo…

STYLE HACKER Starring in the dra drama-thriller “Mr. Robot,” Rami Malek (10) matches his black and white striped sh shirt rt with Marni sunglass style ME100S from Marchon Eyewear Eyewearr and VSP.

9

7 8

26 • July 2016 20/20

10

Photo of Cara Delevingne © Fendi; photo of Emma Roberts © Getty Images; photo of Karlie Kloss © Fendi

ensemble with round Jimmy Choo Andie style sunglasses from Safilo…

© 2016 Wiley X, Inc. All rights reserved.

Dealer Ordering

Wiley X’s expert lab offers state-of-the-art Rx solutions as well as proprietary lenses designed specifically for Wiley X frames. Our proprietary DIGIFORCE™ digital Rx lenses have been specifically designed for our high wrap frames with point by point digital lens mapping to ensure a wider field of vision and more significant reading zone.

Our new Road and Trail navigation performance progressive lens features a fully compensated design specially formulated for driving and riding. Now more people than ever can experience the ANSI safety rated protection and sleek style of Rx-ready sunglasses to see clearly at critical times. Wiley X: For Work. For Play. For Life.

WX TIDE 1.800.776.7842 //

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UPFRONT

SEEN

1

STREET PHOTOGRAPHED BY CHRISTIE WALKER

28 • July 2016 20/20

THE STREETS AS SEEN BY CHRISTIE: Christie Walker rose to the challenge of creating the feature we know and love as Street Seen. With well-won retirement in the works, 20/20 is honored to present her final take on the look and lure of eyewear in the real world. It seems justly appropriate that it appears in our issue of GenEYE as it captures women from all generations looking terrific in eyewear. Thank you Christie. We will —James J. Spina miss the snaps of society through your lens and from your POV.

S OLA R PA N E L S

TM

ABOUT: Opsales is a family owned, world leader in the clip-on sunglass business, and has been for over forty years. We manufacture various lines of optical quality clip-on sunglasses, sold exclusively to eyecare professionals and sunglass specialty retailers.

Gr

avi

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DESCRIPTION: Opsales is introducing the Solar Panels™, our brand new polarized sunglasses to be worn over optical frames. Solar Panels™ is available in 5 styles, 2 colors each.

Features and Benefits 5 frames styles • 2 colors each, black & tortoise • Polarized lenses to reduce glare • UV 400 protection & scratch resistant lenses • Ergonomic face bend for added comfort • Wrap around side lens panels for increase peripheral vision protection • Each sunglass comes with a case

Ga

lax

y

All Opsales sun lenses filter 100% of ultraviolet light up to 400nm, and meet or exceed all local and international standards pertaining to optical clarity, durability, and safety.

Ec

lip

se

Opsales • www.opsales.com • 800-423-7688

SIMPLE STEPS TO GIVING YOUR PATIENTS THE BEST VISION POSSIBLE Patient satisfaction is quite possibly the most important factor in your practice’s success. When dispensing progressive lenses, there are three easy steps to help ensure excellent vision with reliable first time success: 1) dispensing the highest quality progressive lenses to every patient; 2) making sure measurements are as accurate as possible; 3) confirming the measurements and prescription are correct.

Dispense the best progressive lens designs to every patient The most dependable way to give your patients the best vision possible is by prescribing the most advanced lens designs, materials, and coatings. For example, the Varilux portfolio of progressive lenses (Varilux Comfort® W2+, Varilux® Physio® W3+, and Varilux S Series™) utilize W.A.V.E. Technology 2: Wavefront Advanced Vision Enhancement™, which provides the sharpest vision to the wearer, even in low light. This patented technology identifies and eliminates unwanted aberrations and customizes the lens design by taking into account changes in pupil size. The most recent innovation in Varilux digital progressive lenses is the Smart Blue Filter™ feature, which helps reduce patients’ exposure to Harmful Blue Light in a clear lens.* Make sure measurements are as accurate as possible Once the patient selects their frames, performing the following four steps will help ensure an accurate fit when the glasses come back from the lab:

UPFRONT

What Eye

HEAR

B Y J I L L I A N U R C E L AY

u De Rigo Vision has signed an agreement to purchase complete ownership of Los Angeles-based Rem Eyewear, consolidating the group’s American sales structure into a single organization under the new name De Rigo Rem. The consolidation intends to create a vast sales network to expand opportunities for the De Rigo Rem brands in the U.S. market. u XX2i Optics

1. Pre-adjust the frame’s temples and nosepads to fit the patient’s face.

2. Measure the patient’s monocular pupillary distance (PD) using a pupillometer, a PD ruler, or other measurement device.

3. Measure the patient’s fitting height by marking the lens at center pupil, then measuring to the deepest point of the lens.

4. Check the lens cut out to make sure the lens will fit in the frames the patient selected.

Confirm the measurements and prescription When your patient’s glasses come back from the lab, it is very important to verify the measurements and prescription match what you ordered with these four simple steps: 1. Confirm the PD and fitting height are correct using a centering chart.

2. Confirm the distance power and prism are correct using a lensometer.

3. Verify that the ADD power is correct by checking the ADD power engraving, located under the temporal micro-circle.

4. Confirm the progressive lens is the lens you ordered by holding the lens up to the light and verifying the progressive lens design under the nasal micro-circle. *Varilux lenses with Smart Blue Filter feature block at least 20% of Harmful Blue Light, which is the high energy waves found between 415-455 nm (blue-violet light).

has partnered with Race Across America (RAAM) to become the official sunglass of the “World’s Toughest Bicycle Race.” All competitors participating in the 3,000-mile excursion will have access to XX2i’s sunglasses which feature multiple styles, colors, lens configurations and 4K lens technology.

extending the current partnership duration through 2021. u Marcolin USA

has announced the recruitment of Chris Robinson as SVP optical channel and Tom Carberry as SVP commercial operations, both reporting directly to Marcolin USA CEO Fabrizio Gamberini.

u Safilo has appointed Henri Blomqvist as the new CEO of Safilo North America.

Blomqvist is also responsible for Safilo’s Global Sports Commercial Channel and is a member of the Safilo Group Executive Committee. u VSP Global

has announced the appointment of Nicola Zotta as president of Marchon Eyewear, following the retirement of Claudio Gottardi. Zotta previously held the position as managing director of EMEA and APAC at Marchon.

u Kering Eyewear has appointed Glenn Rusk as its new senior vice president of sales in North America, effective immediately. Before joining Kering Eyewear, Rusk served as Safilo’s senior vice president—commercial head of North America.

u Costa

u Marcolin Group

u Safilo

has announced the early renewal of an exclusive license agreement for the design, manufacture and worldwide distribution of Dsquared2 sun and optical eyewear,

30 • July 2016 20/20

has announced its partnership with “Facts of Fishing” host and Bassmaster Elite Series tournament emcee Dave Mercer.

and Jimmy Choo have announced the early renewal of their agreement for the design, manufacture and distribution of the Jimmy Choo Eyewear collection, which now extends to Dec. 31, 2023.

VARILUX® DIGITAL PROGRESSIVE LENSES EAGLE-EYE VISION FOR ALL

Varilux Comfort® W2+ | Varilux® Physio® W3+ | Varilux S Series™

NEW

Now with Smart Blue Filter™ feature — reducing your patients’ exposure to Harmful Blue Light in a clear lens.*

GIVE YOUR PATIENTS THE BEST. GIVE THEM VARILUX DIGITAL PROGRESSIVE LENSES.

VARILUX.COM *Also available in Varilux Comfort DRx™ and Varilux Physio DRx™ lenses. Varilux lenses with Smart Blue Filter block at least 20% of Harmful Blue Light, which is the high energy waves found between 415-455 nm (blue-violet light). ©2016 Essilor of America, Inc. All Rights Reserved. Unless indicated otherwise, all trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries.

UPFRONT

FOCUS ON FRED This past May marked the celebration of many ny ’s important occasions, including ClearVision Optical’s second annual Founder’s Day. On May 6th,, d ClearVision held a commemoration for its beloved founder Fred Friedfeld and the long-standing legacy he created at its Hauppauge, N.Y., headquarters. This special day also marked what would have been Friedfeld’s 89th birthday.

Friedfeld passed away in 2014, but his inspiring

TRANSITIONS TEAMS UP WITH IRMA MARTINEZ TO OFFER SUMMER TRAVEL TIPS TO HISPANICS Transitions Optical has launched a continuation of its Spanishlanguage online Web series “Estilo a Primera Vista,” starring celebrity stylist Irma Martinez and featuring summer travel content that will show Hispanic consumers how to pack the perfect carry-on suitcase and protect eyes from the sun’s UV rays. Given that Irma Martinez Irma Martinez is a Miami native, she also gives her picks on Miami hot spots that are must-sees for any stylish traveler.

“As many of us prepare to embark on our summer vacations, we wanted to make sure that we offered some useful tips to our Hispanic consumers,” says Patience Cook, director, North America marketing, Transitions Optical. “Irma is a seasoned traveler who can talk about how to pack stylishly but as a Transitions lens wearer, she also knows firsthand how Transitions lenses have a positive impact on her daily life in sunny Miami. We want to raise awareness about the importance of protecting your eyes, not just your skin, from UV rays.”

One of the videos focuses on the impact of UV rays on eye health. According to a survey conducted by Wakefield on behalf of Transitions Optical, 8 out of 10 Americans know that the sun can damage their skin, but only 1 percent know it can damage their eyes. Damage from UV rays is cumulative, building every time your eyes are exposed to the sun. Research shows that UVA and UVB rays may contribute to short-term vision impairment, as well as potentially serious age-related eye problems and diseases of the eye.

While regular visits to eyecare providers can even prevent issues, the same survey by Transitions Optical found that only 4 out of 10 Latinos in the United States had visited their eye doctor in the past year, even though they are more likely to suffer from eye disease than any other ethnic group.

To view “Estilo a Primera Vista,” go to www.transitions.com/es-us or visit YouTube.

32 • July 2016 20/20

a and generous spirit lives on through the Fred F Friedfeld Memorial Scholarship, which is awarded to optometry graduate students at the SUNY College of Optometry to recognize their work and academic acc accomplishments.

You can continue Friedfeld’s passion h others by donating to the Fred Friedfeld Memorial to help Sch Scholarship at www.sunyopt.edu/giving/make_a_gift.

Don Donations are tax deductible and will be matched by Clea ClearVision.

—EB

LIBERTY SUPPORTS VETERANS CHARITY RIDE AGAIN Liberty Sport served as the official eyewear sponsor of the Veterans Charity Ride to Sturgis (VCR) for the second year in a row. Participating motorcycle riders protected their eyes with Liberty sunglasses while on their nine-day journey from Los Angeles, Calif., to Sturgis, S.D. Founded in 2015 by Veteran Army Paratrooper Dave Frey and Emmy Award-winning Director Robert Manciero, VCR uses motorcycle therapy to provide a healing and fun experience for a select group of veterans who need support.

Starting on July 30, the ride to Sturgis will provide 20 veterans a chance to use motorcycle therapy as a way to decompress from the challenges of post-war life. The scenic backroads tour of the western U.S. on Indian motorcycles, Trikes and in Champion Sidecars will have a new route this year with a scheduled stop in Denver, Colo., where a special event will be held in the hometown of one of Liberty Sport’s headquarters. Each veteran will be outfitted with prescription and/or nonprescription eyewear, from Liberty’s Switch and Rider Collections to keep their eyes safe on their journey.

Motorcycle riders protected their eyes with Liberty Sport sunwear while participating in the Veterans Charity Ride to Sturgis, a nine-day journey from Los Angeles to Sturgis, S.D.

“Liberty Sport is proud and honored to grow our support to the VCR family by providing eyewear solutions to our veterans who have protected us. Empowering people in their passions and protecting their vision is a key component of our company mission, and the opportunity given to these vets by the VCR does exactly that,” says Angela Gerber, marketing manager of Liberty Sport.

—Andrew Karp

TITAN ACCENT FLORA EDITION With the start of spring, Silhouette is excited to announce the launch of Titan Accent Flora Edition. This style, heavily inspired by the trends seen on the Spring/Summer 2016-2017 fashion runways, is ultra-feminine and bright. Since many of the latest trends focused on bold patterns portrayed in sleek silhouettes, especially florals, Flora is adorned with a new two-toned abstract floral pattern on the temple. With vibrant combinations such as teal and lemon and purple and orange, it is targeted to a more spirited, charismatic wearer who doesn’t shy away from flash and fun. The style comes in six striking women’s shapes, from a stylish cat-eye to a cool, oversized rounded aviator.

Let your true self shine through

BECAUSE YOU ARE UNIQUE Contact your Silhouette Account Executive for more information: 1-800-223-0180 www.silhouette.com

Quality and wellbeing is Silhouette’s priority. We are proud to confirm that all Silhouette International frames, fully manufactured in our factory in Austria, are BPA-free.

Y O U R M O N TH LY G U ID E TO S TAF F TRAINING OUTSIDE THE BOX

Plus

IN-OFFICE: Differentiation While there has been a proliferation of products and valuable segmentation in optical, it creates the dilemma of how to differentiate or separate you from the competition. Competition could be down the street, across town or online. What can make a difference? —Mark Mattison-Shupnick

PROACTIVE AND PERSONALIZED IN OPTICAL When patients leave your exam room and are handed off to the optical shop, does an optician not only greet them but also provide them with one-on-one attention? At my practice, which I run with my optician and office manager husband, Jason, oneon-one attention is the standard, even for those purchasing a value eyeglass package.

Offering a proactive and personalized approach to service in the optical also means being direct with patients about price. Some optometric practices take the view that you should hide the price until the patient is close to the checkout counter. We take a different view. We feel that patients appreciate having the price conversation up front.

For that reason, Jason usually will ask the patient the price range he wishes to stay within. He also will calculate how much the patient’s vision benefit will cut the cost on a pair of eyeglasses, enabling the patient to stay within his price range while having as wide a selection as possible.

— Sherin George, OD

DESIGNING

EYEWEAR BASED ON FR A ME STYLING

Johnna Dukes, ABOC By taking charge of the frame selection process, you ensure your patient doesn’t choose a frame that isn’t a good partner to their prescription, virtually ensuring your patient makes a great decision.

You’re helping make sure the frame fits properly, can be adjusted to their particular needs, and better still, you’re checking decentration to ensure the finished product will look great after their Rx is filled in that frame.

By sharing the information you know about how frames work with your patient, you are displaying your value. You are ensuring they are making a good spend of their money by making sure the frame they choose fits, looks great, is adjustable and is comfortable. For those of you who dislike frame styling, remember how important the frame is to how the finished eyewear works; the frame holds the prescription in place and is the delivery driver for ensuring the Rx works as prescribed. It’s a factor in the equation that is great vision.

KIDS

AND CONTACTS

Linda Conlin, ABOC, NCLEC Pediatric contact lens fitting is another area in which ECPs can offer unique products and services. A 2006 survey by Johnson & Johnson found that only 2 percent of practitioners fit contact lenses for children ages 10 and younger, and only 38 percent had prescribed lenses for children between 10 and 12 years old. Among the most common reasons they gave for reluctance to fit younger children were increased risk of noncompliance, lack of communication of problems and increased chair time.

But how much of that is perception and not reality?

Consider the following: By age 2, children’s eyes are the same size as adults’ eyes, reducing the need for pediatric specialty lenses. Children tend to be healthier than adults and therefore have fewer systemic considerations for contact lens wear. Younger children tend to “follow the rules” and have closer adult supervision. According to a 2007 study of 84 children ages 8 to 12 and 85 children ages 13 to 17 newly fit with contact lenses, the younger group required only 15 minutes more chair time over three months.

The realities of fitting younger children with contact lenses made an impact because a subsequent study of optometrists found that 71 percent were currently prescribing lenses to children 10 to 12 years old, and 21 percent were more likely to fit that age group than they were the year before.

Why the turnaround? The ODs cited children’s increased participation in athletics, increased interest in contact lenses at a younger age and increases in children’s confidence with contact lenses over spectacles.

For more information about in-office differentiation, go to the online CE “Kids and Contacts” at www.2020mag.com/ce.

34 • July 2016 20/20

EYES / LENSES / FITTING LENSES / FREE-FORM / FRAMES / SUNWEAR / PATIENT SOLUTIONS / IN-OFFICE / STANDARDS

PHOTO © iStock.com/JobsonHealthcare

A N

I N T R O D U C T I O N TO L O W V I S I O N

Kara Pasner, OD They say growing old is a privilege but growing up is optional.

Regardless of how young we feel or act, age does take its toll on our bodies—our eyes notwithstanding. With age, there are ocular changes, which are considered “normal” and then there are changes, which aren’t. There are quantitative changes, such as a slight reduction in visual acuity, which are measurable in an eye exam. The other changes are qualitative changes, which are difficult to assess since they rely on a patient’s complaints. Usually they are complaints about a slight reduction in brightness, decreased contrast sensitivity, colors seeming duller and increased glare. These normal changes are relatively mild and can be perceived as an overall reduction in visual function—leaving some patients to say things like the familiar phrase, “I just don’t see as well as I used to.”

P ROMOTING

THE

STORE IS THE STAGE

Mark Mattison-Shupnick, ABOM “The store is the stage, with scenery, lighting and music…”

Imagine as you walk into your store, that all of a sudden your store is a theatre. Where everything counts, the setup of the store is the scenery in which you communicate with the eyewear consumer.

Imagine your role, and how important your role is in that specific theatre and whatever you say, whatever you do can set the tone for the conversation. You can bring a frame to life, you can make a huge impact in somebody’s appearance, and you can be part of the compliments customers receive tomorrow as they go to church or a movie theatre, and they will think of you.

So you as an actor, bringing this frame to life, are going to be a very important part of the consumer experience in the context of the Art of Retailing.

SUNGLASS SAL ES THROUGH SOCIAL MEDIA

By Tim Slapnicher, ABOC You’re familiar with Facebook by now. It’s a part of our culture for sure. People are staring down at their phones at the mall, the restaurant, the concert and definitely at your private practice. Even if you’re not on Facebook yet, you know about it and know how people get sucked in it for hours.

Use this to your advantage. If they’re staring at everything in their “feed,” have them stare at your optical and especially your sunwear. They won’t be interested in eye diseases, and they already know how trustworthy your optical is. So focus on sunwear. In fact, I believe for every five posts that private practices post on Facebook, three of the posts should showcase sunglasses. And it should all be client-driven.

Make sure to use at least one iPad (you’ll need tablets to do this effectively) in your optical shop dedicated to taking photos of your clients. Take photos of clients trying on sunglasses. Take photos of clients picking up their sunglasses. Have them take selfies—they love this. Take a video of their excitement, capturing that “ah-ha” moment of putting on polarized sunwear for the first time. You know how cool you are, but when your clients are doing the bragging for you, your credibility goes much further.

BENEFI TS

OF IN-OFFICE EDGING

Alex Bennett, ABOC Edging ophthalmic lenses has come a long way from hand-edging glass lenses on ceramic cutting wheels; the newest revolution in edging systems is the development of automated multi-axis, computer-controlled routers that can accurately match the bevel of the lens to the frame groove. Some models can drill, edge groove, polish, pin bevel and even engrave lenses. While the up-front cost of these systems may be expensive, they can save your office money in the long run while increasing revenue.

The major benefits of offering an in-office edging system are to lower your lab bills and decrease your turnaround time to your patients.

R I M L E S S : W H AT E V E R YOU WANT IT TO BE Look! Over there? What’s that on his face? It’s a square! It’s a circle! It’s whatever he wants it to be!

All right, maybe that’s a little sensational, but when it comes to rimless glasses, eyewear selection and image making really can be that exciting. With the current retro craze still yet to release its stranglehold on eyewear, sometimes it’s hard to lose sight of what all of those chunky plastics are really meant to do: distract from your face.

True, this can be beneficial—thick frames smooth lines, distract from blemishes and can really bring out your eyes through some careful color coordination. Yet at the end of the day, people will be looking at your frames— not at you.

There is hope though, for those patients who want to define themselves and not allow their eyewear to do the work for them: rimless eyewear. True, vintage may be what’s in fashion right now, but as I’m oft to tell my patients, rimless eyewear has never really gone out of style—a subtle yet important distinction. Besides, a good weatherman can see which way the vane is blowing: Late ’80s and ’90s fashion has been slowly creeping back to life, and considering it was an era partially defined by subtle, often rimless eyewear, I have no doubt that rimless will be back at the intersection of “fashionable” and “stylish” soon enough. So why not go rimless?

— Preston Fassel, BS

July 2016 20/20 • 35

THE

HELIUM MAN The essence of Helium is pure and very true to it’s heritage....

ALLURING ATTITUDE something very personal, a unique expression of style.

With an aim to combine Italian craftsmanship, nostalgic memories and modern desires, the Helium collection is a mix of Italian creativity with a touch of eclectic style.

| 1-877-88-MATCH | matcheyewear.com

ST STY S T TY TYLE: Y LE LE: L E:: HE E HE 4 43 430 304 30 4:: MA MA MAT AT TT TE EB BLU BL LU L U UE E

20/20 F E AT U R E S

ICE QUEEN Milk white buckles together with a loop rivet effect as this glamorous sun style dons keynotes of the brand’s signature design elements. The cultishly cool logo hides at the temple tips.

MCQ MQ0020S from Kering Eyewear

SUN WORSHIPPERS

Sun continues to maintain its SPECtacular leadership rule as the innovative optiincident for all that is stylish and stunning when it comes to eyewear.

Layer on its high-tech courageousness and a singular ability to define a person’s personality and identity, and you have the ultimate of ultimate accessories.

Who says so? GenEYE. And one doesn’t argue with Millennials.

One FOLLOWS Millennials.

Roam (Ramone?!) with them here on a beach trip to the bestest beach in the world: Rockaway Beach in Queens, N.Y. A beach SO COOL that the world named a music genre after it.

Photographed by STEPHEN MARK SULLIVAN; Art Director IRIS JOHNSON; Associate Editor VICTORIA GARCIA; Assistant Editor JILLIAN URCELAY; Trend Setting JAMES J. SPINA; Hair/Makeup PAIGE CAMPBELL/R.J. BENNETT; Stylist LANA CHIU/R.J. BENNETT; Models WIL/RED; SHAYLA/APM

J U L Y / 2 0 1 6

A NATION OF

38 • July 2016 20/20

STYLE FEATURE

| A Nation of SUN Worshippers |

FLASH: BLUE IS HUE! From classic aviators to spiffy SPECtators, the tint of the season adds just the right sizzle.

WHISTLER from Spy Optic (on him); NOELLE 020 from Kingsley Rowe (on her)

July 2016 20/20 • 39

STYLE FEATURE

PINK?!

ON A GUY!?!

Yup… In fact, a blush of pink crystal is a classic eyewear tradition for men.

And no one rules when it comes to classics like Moscot.

LEMTOSH from Moscot

40 • July 2016 20/20

| A Nation of SUN Worshippers |

s c ott h a rris eyewe a r.c o m eur opaeye.c om 80 0. 62 1.4108

SH-462

SH-430

SH-410

SH-426

s c ott ha rris eyewe a r.c o m eur opa eye.c om 80 0. 621. 4108

SH-452

STYLE FEATURE

| A Nation of SUN Worshippers |

TA N L I N E S Eyewear shape takes on its most extreme resourcefulness when it stands on the ever-theatrical sun stage.

Angles go bold. Sweeps soar. Kenzo takes a well-deserved bow. And Carrera plays up the contrast of the frame to the lens with a brand leadership approach always shedding light on past traditions and future directions.

KENZO 3191 from Classique Eyewear (on her); CARRERA 118/S from Safilo (on him)

42 • July 2016 20/20

STYLE FEATURE

C O U N T YO U R BLESSINGS Silver trim. Flat black face front.

Deft brow bar. Clearly defined keyhole bridge. Subtle blue tinting.

This one’s abundantly ready for worshipping some sun.

CALVIN KLEIN 2147S from Marchon Eyewear

44 • July 2016 20/20

| A Nation of SUN Worshippers |

July 2016 20/20 • 45 5

STYLE FEATURE

| A Nation of SUN Worshippers |

SHELL GAME The once-and-future mainstay coloration in eyewear AND sunwear asserts its supremacy.

Specs lovers everywhere forever adore tortoise.

VERA WANG 455 from Kenmark (on her); ); LOMAX from VonZipper per er (on him)

46 • July 2016 20/20

L I N D A It was by chance that I s tumbled acros s that beautiful empt y shop space, and I ins tantly knew I had to make it mine. Jus t a shor t walk away from some of V ienna’s mos t popular shopping s treet s I opened my own lit tle design s tore. Ne x t to the old baker y, the light-f looded fashion concept s tore and the place that sells vintage cameras . We’re time travelling from the pas t to the future, right here, in Neubau.

Come along, sign up and discover our first collection. Explore neubau by visiting NEUBAU-EYEWEAR.COM

NEUBAU-EYEWEAR.COM

I N T R O D U C I N G N E U B A U E Y E W E A R Our inspiration flows from Vienna’s famously creative hub—and locationof-choice for designers—the Neubau district. This is the starting point of our brand that embodies the area’s free spirit and ever-present love for the beautiful things in life. neubau eyewear pays homage to creativity, innovation, and the spirit of a new generation. neubau is more than just a place—it is a state of mind. We want to answer the needs and desires of the passionate and trendy individuals that populate the planet. We offer modern eyewear that is crafted by a quality-driven, family-owned, independent, Austrian company. neubau eyewear — a contemporary premium eyewear brand launching worldwide in Summer 2016. For more information please contact your Account Executive at 1-800-223-0180. Come along. Explore neubau.

P A T R I C K I can spend whole days here at CafÊ Europa, my mos t treasured spot in all of V ienna. It ’s my living room, my of fice, my kitchen. I can be all by myself for hour s and hour s without ever feeling alone. Grabbing a window seat and watching the crowds pas s by, having a dr ink at noon and break fas t at 4 pm. Right here, in Neubau.

Come along, sign up and discover our first collection. Explore neubau by visiting NEUBAU-EYEWEAR.COM

STYLE FEATURE

| A Nation of SUN Worshippers |

WHITE & BLACK &… …MarblEYEzed temples.

Oh My! Ogi! And no one’s going to miss the sharply engraved and edged front teamed with the most beautifully sculpted temples.

OGI 8071 from Ogi Eyewear

July 2016 20/20 • 51

MARKETPULSE

| Sunwear|

SUNNY AND SHARE S

unwear sales peak in July and August, but the world is sunny all year round—sometimes even sunnier in the colder months.

Be sure to share with your patients the benefits of sunwear no matter what time of year they visit. Jobson Optical Research surveyed 284 independent eyecare professionals on their sunwear sales, and here 20/20 shares the results.

—Jennifer Waller, 20/20 Senior Research Analyst

• Seventy-one percent of respondents said that Rx sunwear is growing for their practice.

Adults (ages 35 to 44) accounted for the largest percent of Rx sunwear sales (an average of 33 percent), according to those independents surveyed. Close to half (48 percent) of respondents said that females are buying more Rx sunwear than males.

Seventeen percent said males more than females, and 36 percent said same for both genders.

•Of the independents surveyed, 62 percent said consumers are more knowledgeable about sunwear than they were five years ago.

•More respondents agreed with the statement that they feel the lines between fashionoriented sunwear and sports-oriented sunwear are blurring as the number that disagreed. Forty-seven percent agreed, and 42 percent disagreed. Of the 47 percent What is your average price for complete eyeglasses? (excludes exams, but includes frames, spectacle lenses and lens treatments)

who agreed that the lines were blurring, 55 percent think this is helping the sales of both Rx and plano sunglasses. Only 5 percent claim the merging is hurting their sunwear sales.

•More than half (55 percent) of independents surveyed said they always recommend their contact lens patients buy sunglasses.

However, respondents said only 11 percent of their patients, on average, actually make a sunwear purchase at the time they are fitted for new contacts.

•On average, respondents said 65 percent of total retail sunwear comes from Rx complete, 21 percent from plano complete, 8 percent from clip-ons and 8 percent from fit-overs.

•When asked what the greatest differentiating quality independents have over other channels was, superior service takes the top spot Are your customers more knowledgeable, less knowledgeable, or about equally knowledgeable about sunwear (frames, lens materials, etc.) than they were 5 years ago?

with 38 percent, followed by frames/lens knowledge at 28 percent and product customization at 22 percent.

•On average, independents said polycarbonate lenses made up 53 percent of their total prescription sun lens sales and 44 percent of plano sunwear lens sales. Plastic/ high-index plastic lenses made up 44 percent of total prescription sun lens sales and 47 percent of plano sunwear lens sales.

•Not surprisingly, July/Aug was rated the highest sunglass sales period for 71 percent of independents. May/June followed with 64 percent rating it as a high period for sunglass sales. For comparison, January/February came in only at 8 percent rating it high.

• More independents said they participate in Rx programs offered by sunwear companies (47 percent) than those who don’t (39 percent). Fourteen percent were unsure.

What percentage of your total retail sunwear only dollar sales do you attribute to the following:

AVERAGE PRICE FOR EYEGLASSES

$326

$329

$332

$323

AVERAGE PERCENTAGES

$387

31%

2012

2013

2014

2015

4%

4%

8%

12%

10%

9%

6%

8%

58%

62%

59%

62%

65%

33%

34%

36%

3%

8%

6%

3%

68%

60%

59%

60%

62%

23%

25%

28%

28%

21%

2011

2012

2013

2014

2015

2011

2012

2013

2014

2015

Fit-overs

Clip-ons

Equally Knowledgeable

52 • July 2016 20/20

3%

36%

1%

2011

6%

Less Knowledgeable

More Knowledgeable

Rx sunwear complete

Plano sunwear complete

What is your average complete prescription (Rx) sunwear sale per patient (includes frame & lenses, but excludes exam)?

AVERAGE PRICE FOR RX SUNGLASSES

$318

$321

$323

$320

$359

2011

2012

2013

2014

2015

PHOTOGRAPHED BY NED MATURA

Is Rx sunwear growing for your practice?

From top: AWEAR CC3715 from Charmant Group; BASIL 9522 from Bevel Specs; AIRMAG AP6433 from Clariti Eyewear; LANVIN SLN 674 from De Rigo Vision

15%

10%

11%

10%

6%

19%

18%

21%

20%

23%

66%

71%

69%

70%

71%

2011

2012

2013

2014

2015

Don’t Know

What gender is buying more prescription Rx sunwear?

SOURCE: 20/20’s Sunwear MarketPulse Survey

33%

35%

32%

39%

No

Yes

What percent of your prescription (Rx) sunwear customers are in each of the following age ranges?

36%

16%

14%

15%

15%

15%

27%

26%

27%

28%

27%

AVERAGES CHARTED

Seniors (55+)

54%

51%

50%

44%

48%

32%

33%

32%

30%

33%

20%

22%

21%

21%

20%

Mature Adults(45-54) Adults (35-44) Young Adults (17-34)

14%

14%

18%

18%

17%

4%

6%

5%

6%

5%

2011

2012

2013

2014

2015

2011

2012

2013

2014

2015

Same

Female

Kids (Under 16)

Male

July 2016 20/20 • 53

MARKETPULSE

| Sunwear|

Continued from page 53 What percent of your patients request that the new plano sunwear they purchase from you be fit with Rx sun lenses?

Do you participate in Rx programs offered by name-brand sunwear companies?

AVERAGE PERCENTAGES

42%

46%

40%

42%

45%

13%

13%

18%

12%

14%

39%

49%

39%

44%

39%

Don’t Know No Yes

2012

2013

2014

2015

What percent of your contact lens patients make a sunwear purchase at the same time they are fitted for new contacts?

48%

39%

44%

44%

47%

2011

2012

2013

2014

2015

What do you think is the greatest differentiating quality you offer sunwear consumers over other channels such as department stores, sunglass specialty stores, or sports specialty stores?

AVERAGE PERCENTAGES

38% 28% 29%

Service

15%

14%

16%

16%

11%

22%

Frame/lens knowledge

2012

2013

2014

2015

4%

4%

3%

2%

4% Other

42%

39%

45%

42%

9% 10% 14% 12% 10%

Price

How often do you recommend that your contact lens patients buy sunglasses?

41%

38%

30% 29% 28%

22% 19% 26% 29% 22%

Product customization capabilities 2011

27%

47%

4% 3% 2% 1% 2%

2011 2012 2013 2014 2015

METHODOLOGY 20/20’s 2015 Sunwear MarketPulse study is based on data collected from structured e-mail interviews with 284 independent optical retailers. The samples were derived from the proprietary Never

Jobson database. All 2015 interviews were conducted in January 2016. Data is presented

Sometimes

from a retailer or practitioner’s perspective and may reflect seasonal market and thus

Always

behavioral fluctuations. This study was also conducted during the same time of year in 2011, 2012, 2013 and 2014. Trended data is charted wherever possible. All participants were

54%

58%

52%

57%

55%

contacted via e-mail invitation and offered an incentive of a chance to win a $200 Amazon.

2011

2012

2013

2014

2015

jwaller@jobson.com or 212-274-7164.

54 • July 2016 20/20

com gift card. For more information, contact

SOURCE: 20/20’s Sunwear MarketPulse Survey

2011

GenEYE Declares INDEPENDENTS

I Think Therefore Am

EYE GenEYE

There is likely no category in the eyewear arena more ripe for focus and potential than the emerging power and pull of Millennials, long dubbed GenEYE at 20/20 with ongoing consideration and increasing regard. And perhaps there is equal impact in the premise that this emerging generation has a particular interest in the “Independent” aspect of much that enhances the opti-sphere when it comes to how GenEYE embraces the products they love and how they purchase those products.

Certainly keen on sourcing online opportunities, GenEYE is also quick to ditch if the service or quality is lacking via that Internet connection. And they don’t massively run to “big box” retailing. Their go-to is quite often the simpler privately-owned storefront based on principles of a oneon-one relationship dealing in products that range from but decidedly beyond the norms of designer and lifestyle branding.

And if you are looking for some very specific and “basic” info on what it takes to energEYEze those GenEYEs, be sure to check out this month’s 20/20 Basics on page 92 from Assistant Editor Jillian Urcelay on what it takes to be a Millennial Maven.

And that further brings THIS particular feature of 20/20 into focus as a joint presentation of some of the products and passions on the minds of GenEYE in direct conjunction with one very specific POV: the current State of Independents on both sides of the dispensing table.

— James J. Spina Photographed by Ned Matura 56 • July 2016 20/20

FEARLESSLY INDEPENDENT INNSKI from l.a.Eyeworks

THE MANY PHASES AND FACES OF INDEPENDENCE From top: PAWS B.914 from Paws ‘n’ Claws Eyewear; CASINO Becca from i-dealoptics; SANFORD HUTTON CS322 Bowie from Colors in Optics; NRG R579 from Silver Dollar Optical

July 2016 20/20 • 57

GenEYE Declares INDEPENDENTS

IT’S ALL IN THE DETAILING From top: GENIE from Lafont; KOALI 8191K from Morel; NEUBAU Paul from Silhouette; JORDY from Norman Childs Eyewear; OCEAN PACIFIC Smoothie from ClearVision Optical

58 • July 2016 20/20

bass

salmon

tuna

fisher men

C Clear vision is important for everyone. For fishermen, it’s critical. Costa’s patented 580 lens technology has made us the brand of choice for America’s 47 million fishermen. To learn how we can help lure new patients right to your door, call 855-COSTARX.

GenEYE Declares INDEPENDENTS

HUE KNEW THIS: BLUE IS THE NEW BLACK From top: PARADOX 5023 from Aspex Eyewear; ECLECTICO VL-E44 from Thema—A Family Factory; LEON MAX 4032 from Zyloware; FYSH UK 3557 from WestGroupe; PEPE JEANS Willow 3224 from Mondottica USA

CURVES A HEAD From top: GUESS 7458 from Marcolin USA; EMPORIO ARMANI 4083 from Luxottica; SHAELIE from Oliver Peoples

60 • July 2016 20/20

GenEYE Declares INDEPENDENTS

HAVANA’S NEW HEYDAY From top: VANNI 1292 from Design Gallery/A Division of Match Eyewear; CONVERSE Q301 from Rem Eyewear; GEEK EYEWEAR Smart from LBI Eyewear; SEVENTY ONE Emory from A&A Optical; TEKA 448 from Teka Eyewear

62 • July 2016 20/20

GenEYE Declares INDEPENDENTS

MR. BIG From top: DEARBORN from State Optical; VAN HEUSEN STUDIO S358 from Nouveau Eyewear; TC CHARTON Asian Fit Scott from Prologue Vision; GOLIATH III from Ultra Palm Optical

SPECKLE-ATING From top: ALE BY ALESSANDRA 614 from Eyewear Designs; EVOLUTION 5032 from Altair Eyewear; DEJA VU 9008 Shelby from Avalon Eyewear; KATE YOUNG FOR TURA 110 from Tura

64 • July 2016 20/20

Marcolin U.S.A. Eyewear Corp. 1-888-MARCOLIN

SUCCESSFUL RETAIL STRATEGIES

| Dr. Gary

Tracy Optometry and Eyewear |

With Artists’ Eyes B Y C H E R Y L G . M U R P H Y, O D

A

lthough it is not down a rabbit hole, the Upper West Side is somewhat of a wonderland. It is home to many accomplished performers, musicians, artists and authors. Gary Tracy, OD, has been practicing the art of optometry in this New York City neighborhood for over 30 years. Today, he continues to give clear vision to the talented people who work and live there.

Dr. Gary Tracy Optometry and Eyewear is located on 79th Street, a half block west of Amsterdam Avenue. Tracy claims this is the third and final relocation of his office, having started his practice at the first location on a whim in 1974. Even back then he knew the neighborhood was special as he began to meet and serve some extraordinary patients— including John Lennon.

People who work in the performing or creative arts each have unique visual needs.

On any given day, an actor’s job may require them to memorize a script, rehearse on set or perform numerous times on stage beneath bright lights. Writers may be working on laptops, appearing at book signings or in meetings with agents or publishers. Some musicians are seated when reading sheet music while others stand. One could find an artist working in their studio, a gallery or even outside. Tracy has gained a reputation in the neighborhood for being a “problem solver” when it comes to musicians and their visual needs. He attributes part of his popularity to referrals from others in the arts who have been helped by him in the past, but what is he offering that is so different from any other optometrist?

Tracy has learned to modify the stereotypical refraction to find individualized solutions for his patients. He also likes to take his time, allowing himself 45 minutes for each exam.

Through the years, this generous timing has also allowed him to connect with many artists 66 • July 2016 20/20

and performers in the area, and build loyal and genuine relationships with them.

The use of modified exam techniques can help optometrists successfully tailor measurements and products to meet the needs of artists’ eyes. Offering unique frame styles and lines that aren’t available “just anywhere” can also help set a practice apart from cookie-cutter opticals and attract patients who seek not only personalized care but a personalized look.

THINK OUTSIDE OF THE PHOROPTER

Sometimes you have to think outside of the phoropter and measure things in free space.

This can be especially true when working with musicians. “If I know a musician is coming in for an exam specifically for glasses that will be used for reading music, I ask them to carefully measure the distance to the music, so I can examine their eyes at that exact distance,” says Tracy.

If they don’t measure the distance, Tracy has a music stand in his exam room to assist.

“Several years ago I purchased a music stand so we can place the sheet music at the distance that they have measured. The stand also enables the patient to place the music at any angle that they view to play their particular instrument. When I first started examining patients who were musicians, I used an optical near point card that had musical notes on it, but often heard comments that the patient’s music was not as clear and often on faded sheet music. A few patients started bringing in their own sheet music to show me exactly what they had to view. Whenever they did, I would make a copy of it and kept a portfolio of this ‘authentic’ sheet music, which I would bring out whenever a musician came to me their first time. They would usually be impressed viewing music sheets that they were familiar with, most knowing the piece of music that they are viewing and even humming the notes.”

Different instruments have different

lengths, and the angle at which they are held when played varies. Ideally, the working distance of a patient’s near prescription should be measured and not assumed to be standard.

Have the patient set themselves up at the music stand while holding their instrument (if they brought it) so they can mimic their posture, viewing angle and working distance properly. Then take the near rod off the phoropter to measure the distance from their eyes to the music and then calculate the reading prescription. Remember this may vary for different musicians, particularly if they are standing like those playing bass or percussion in an orchestra as opposed to sitting. Ask them to play (or pretend to play) and watch them. Note where their eyes glance. Do they ever have to glance at the frets, fingerboard of their violin or down at the strings of their cello? Remember, they may want to clearly see other distances aside from the music stand, like a set list, the conductor or even the audience. Ask them about what occurs during their typical performance so you get to know their movements and visual needs.

Allowing for additional time to think about what lens design will be best for each patient’s glasses is something Tracy recommends. “I usually try the simplest design first. Sometimes a musician (like a pianist) is best served by having a single vision lens set for the sheet music distance,” says Tracy. “The next step (or lens I try) may be ‘the Interview’ or the ‘Office’ that adds a bit more plus at the bottom

of the lens, if they also need to view music or print while playing the piano. When these don’t fulfill all of the patient’s needs, we consult with lab technicians who can come up with some clever customized digital solutions.” Talk with the consultant about the different distances the patient needs to view such as the conductor, the sheet music and perhaps different parts of one’s own instrument, and relay to them what part of the lens the patient will be looking through when doing each of those tasks, as well as your working distance measurements.

SET THE STAGE FOR DISTINCTIVE STYLE

Tracy has not only fit John Lennon with some of his iconic frames, he has also helped many patients find stylish frames that are as unique as they are. By choosing to remain “simple and classic,” he has always held a selection of frames that are desirably different.

“When I first opened my office in 1974, I quickly developed a reputation for having unusual, innovative frames. Almost all of my examinations resulted in an eyeglass purchase.

There was not nearly the competition for frame sales as there is now, and I had many people come in to view the different lines that I carried. I knew nothing of fashion or designer names at the time, but always selected classic, simple styles for my office,” says Tracy.

“I found that as the Upper West Side developed, NYC optical chains moved into the neighborhood that carried many famous

DECLARATION OF AN INDEPENDENT Pressed for more details on his actual frame preferences, Gary Tracy, OD, delivered a wealth of information. Read it and reap: “Current frame companies: Sama, SALT and Schnuchel, Kyoto.

Original frame companies: Creazioni Alfa (coolest frames ever), BOIC (British company that made the Beaufort classic frame—silver or gold metal P3 shapes with tortoise rims), Sir Winston (precursor to Anglo American frames).

I also carried Tart frames as Medicare/Medicaid cheapies: The FDR, the Bryan and the Arnel, ugly tortoise and black zyl frames no one under 50 years old would be caught dead in.

The Arnel has made a comeback in recent years, and savvy frame connoisseurs pay premium prices for the originals.

Two American frame companies from the old days were Shuron and Art Craft that made the metal P3s with cable temples that were popular into the 1980s.

Hope this helps. Let me know if you need any other info. I probably gave you more info that you wanted, but just use what you want.”

designer brand names. I made a decision that I would favor the classic frame companies that I had preferred and limit the number of designer name frames. Offering these unique frame companies would separate me from the optical chains and the similar products that they tended to carry, as well as allow me the freedom of not having to compete with the pricing structure that the optical chains used.”

Besides carrying unique products, Tracy says there are two other ways eyecare professionals can stay ahead of the competition.

“We have to give the best personal service that we can. Let the patient know that when they buy a frame, we will service it and do everything we can to make sure they are satisfied with it.” He also suggests considering putting your own name on the frames.

“While we are just starting out with our private label frames, we have been pleased with their acceptance. Many longtime patients are excited to see that I now have my own line of frames. Right now two of our most successful frame lines provide selected frames with the private label name on the temples. They are not designed specifically for me, but we carefully select the most appropriate frames for private label. If this works well for us, I will pursue finding a frame manufacturer that will make frames specifically for my practice.”

When asked what the biggest secret to his successful decades serving some of the world’s most gifted people is, Tracy humbly replies, “I just try to take the time to listen to each patient and do what is best for each one of them.”

Even though Tracy’s practice is just a stone’s throw away from Lincoln Center and the Beacon Theatre, there are many fantastically creative people who work and live all over the globe. From large cities like NYC to small towns like Utica, N.Y., (where Tracy is originally from), every patient whether they are performers or office workers can benefit from personalized care given by an attentive, passionate doctor and not to mention the magic that comes from a pair of glasses is just simply “you.” ■ July 2016 20/20 • 67

RxPertise

D I G I TA L

COMMON

ABERRATIONS

By Palmer R. Cook, OD

A

FIGURE 1

ll horns make noise. Goat horns, giraffe horns and unicorn horns are naturally excluded, but clarinets, coronets, trombones, trumpets, French horns and sousaphones, and even auto horns certainly qualify. Saying, “All horns make noise,” is akin to saying, “All ophthalmic lenses focus light.” This is generally but not completely true.

Another generalization about ophthalmic lenses is, “All lenses perform equally well.”

In order to make that generalization work, “through the optical center” must be added. Experienced ECPs know that optical performance in the periphery is where performance problems arise. If you are fitting a -4.00, it really doesn’t matter

much from a visual performance standpoint, whether you fit a biconcave lens, a plano-concave, or a meniscus lens. In any configuration (Fig. 1), a lens with the needed power will correct refractive error equally well—as long as the patient only looks through the optical center (OC) and optical axis. The good news is that digital technology is available to relieve problems of away-from-center viewing.

As soon as the patient’s line-of-sight turns away from the optical center (OC), optical goblins, called aberrations, creep in and lens performance begins to deteriorate. At a short distance from the OC, the effect of aberrations can be so minimal that the visual system cannot sense the deterioration in optical performance, but

as the line-of-sight moves further into the lens periphery, the effect of aberrations becomes greater. Despite the most strenuous admonitions of optometrists and opticians to be “nose pointers,” humans, being as they are, continue to turn and converge their eyes in the most counterproductive (optically speaking) manner.

In other words, although looking through the OC gives the best the lens has to offer and essentially eliminates common aberrations, trying to train patients to only look through the OC of their lenses is not practical.

DEFOCUS

In order not to lose sight of what we are trying to do for our patients, we must address an important aberration of the eye itself: defocus. Defocus is an ocular aberration in which the image of a distant object formed by the cornea and lens (in a non-accommodative state) fails to fall on the retina. This is also called refractive error. Astigmatism is a special condition of defocus A. Biconvex + B. Biconcave - C. Plano-Convex + D. Plano-Concave - E. Meniscus - F. Meniscus + in which the amount of defocus varies These cross-sections of lenses show common ways of combining curvatures to achieve needed lens powers.

Each cross-section represents either a plus or a minus powered lens. In every case the plus lenses will always from meridian to meridian. Defocus is be thicker in the center and thinner on the edge, and the minus lenses will always be thinner in the center and thicker on the edge. Forms A and B are seldom used, except when extremely high powered lenses are an aberration that we correct by addrequired. Forms C and D are used for strongly powered lenses, and E and F, which both curve away from the ing optical power to, or by subtracting eye are commonly used for the majority of lens prescriptions.

Continued on page 70

68 • July 2016 20/20

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Digital Solutions for Common Aberrations

TABLE 1: COPING WITH CHROMATIC ABERRATION

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©2016 Vision Service Plan. All rights reserved.

VSP, otto, and One Touch To Optical are registered trademarks of Vision Service Plan. VSPOne is a registered trademark of VSP Labs, Inc. UNITY and sunsync are registered trademarks of Plexus Optix, Inc. The Sharper Image name and logo are registered trademarks.

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Use smaller lens sizes when possible.

Chromatic Aberration (CA) is related to prism. With large lens sizes a patient is more likely to “find” the effect of CA, and once seen, just like a hairline scratch, they will be drawn to the problem.

Avoid frames that require more than 3 mm of decentration if possible.

When large amounts of decentration are required, there will usually be more prism and more CA in the lateral periphery.

CA increases with longer viewing distances.

Patients who work outdoors or who must do critical visual tasks at long distances are more likely to have problems with CA, so design their eyewear with higher Abbe value lens materials.

70 • July 2016 20/20

FIGURE 2

Continued from page 68 optical power from, the eye’s optical system. That’s why plus and minus signs are used when writing lens prescriptions.

Assuming the refraction is accurate, defocus should be corrected when the patient Ophthalmic laboratories place the MRPs (the points that give the desired power and prism) at the mounting line (shown in red) looks through the optical center unless the vertical location of the MRPs is specified. The height of of a single vision lens. The lens the mounting line is usually several millimeters too low, depending on the patient’s height and occupation. For bifocals and trifocals, power formula the doctor writes most labs have a set height at which they place the MRP above the usually only gives the power lines. In this illustration, the right eye is higher than the left, and placing the MRPs both at the mounting line can induce unwanted needed to correct the defocus vertical prism. problems of the patient’s eyes.

Unless the doctor specifies a lens design that compensates for aberrations, most important factors in minimizing the it is up to the person placing the lens order to effect of aberrations.

We actually spend more time looking figure out what lens materials and curvadownward rather than keeping our lines-oftures will work best. This puts a great deal of responsibility for understanding ophthalmic sight horizontal. When walking, most adults lens designs on the shoulders of opticians look downward at a point about 17 feet and ophthalmic technicians. Digital technol- ahead, and we often look downward to view ogy allows correction (through atoricity) of things we are holding or upon which we are peripheral aberrations in all major meridians working. Therefore, it makes sense to specify for astigmatics rather than in only one major the vertical locations, as well as the lateral placement of the MRPs (Fig. 2). The failure meridian as in corrected curve technology. to specify these vertical locations is one of the Obviously, the optical center (OC) of the ophthalmic lenses should be positioned so most common and most fundamental errors that the patient will view through those that are made when ordering lenses. points as much as possible. When no prism is prescribed, the optical center is also the CHROMATIC ABERRATION Major Reference Point (MRP) of the lens. If Chromatic aberration is a polychromatic the patient has prism prescribed, the MRP is effect in which various colors (wavelengths) the point that should be so positioned. No of light are refracted or bent to a greater or matter what power or lens design is used, lesser extent than other colors. It is related to correctly positioning the MRP is one of the Continued on page 72

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Digital Solutions for Common Aberrations

FIGURE 3

Continued from page 70 surfacing equipment that can the physical properties of “fine tune” these aspheric lens materials. Although curves to match individual complicated optical systems lens prescriptions. This is a can use special compound considerable improvement over offering base curves in lens designs called achro2 or 3 diopter steps as is mats to reduce chromatic required with non-digital aberration, this is not practiproduction methods. cal for ophthalmic lenses.

Reducing the effect of chroThe eye outlined in black is a hyperopic right eye seen from above and looking to the patient’s right. The former position of the eye (looking straight ahead through the optimatic aberration is largely POWER ERROR cal center of the lens) is shown as a dotted red line. The red dot, shown in the vitreous represents the eye’s center of rotation (CR). In the straight ahead position the line-oflimited to careful selection This aberration causes the sight (dotted red line) passes through the CR, and the focus lies on the eye’s Far Point of lens materials. Equally focus of the lens to fail to fall Sphere as well as on the Petzval Surface which represent the curved in-focus image created by the spectacle lens. In the turned position the line-of-sight (straight black important is understanding on the Far Point Sphere line) is focused on the Far Point Sphere but the lens’ Petsval Surface is too flat, creating those factors that make when the eye rotates from a power error (shown by the separation of the two curves) and a blur. If the lens had the correct aspheric curve, the Petzval Surface would have been more sharply cupped patients more prone to the straight-ahead position to closely match the Far Point Sphere and eliminate the blur. problems related to chro(Fig. 3). When the eye matic aberration (Table 1). rotates, its dioptric power Changing the curvature of a lens cannot (also called curvature of field) is the condi- does not change, but the power of an ophchange chromatic aberration. Fortunately, tion in which the power of the lens changes thalmic lens does change when areas of the the other two common lens aberrations, as the eye turns to view peripheral objects. lens away from the center are measured. This power error and marginal astigmatism, can The fifth Seidel aberration is distortion. change varies depending on how the lens is be reduced by changing the way the lens is This is caused by increased or decreased curved. Corrected curved lenses have a curved or bent. Chromatic aberration magnification in the periphery (compared to spherical curvature in each meridian, and by becomes troublesome only when the the magnification in the central area of the selecting an appropriate base curve, power patient is looking through prism. This is lens). It is sometimes referred to as pincushion error can be controlled. Newer digital techtrue whether the prism is prescribed or distortion in the case of plus lenses and barrel nology now allows us to make aspheric induced by looking away from the optical distortion in the case of minus lenses. curves that can control power error and at center of the lens.

The pupil limits both spherical aberration the same time give us thinner, less steeply and coma, and so they are of little conse- curved lenses.

SEIDEL ABERRATIONS quence, particularly for pupils of about 5 There are five Seidel monochromatic mm or less. Distortion is curious in that it ASPHERIC ADVANTAGES aberrations found in ophthalmic lenses. distorts shapes, but unlike the other Seidel Digital lens production permits lens curves Spherical aberration is a condition in which aberrations, it does not cause blur. Properly that change from the center of the lens to the parallel rays from an object entering a large bending of the lens or using aspheric curves periphery (aspheric curves). In the case of area of a lens are focused at differing dis- can address the remaining Seidel aberra- correcting astigmatism, the amount of tances from the optic axis, depending on tions, marginal astigmatism and power error. asphericity can be modified so that the correchow centrally or peripherally they enter the tion of aberrations can be controlled for both lens. Coma is a condition similar to spherical MARGINAL ASTIGMATISM major meridians rather than only one as is aberration that refers to ray bundles not cen- Selecting an appropriate base curve can con- done with corrected curve lenses. Even better, tered on the optic axis. Coma causes objects trol marginal astigmatism yielding clearer digital technology allows the lens curvatures to viewed away from the center of the lens in vision through the lens periphery. This is match the patient’s exact prescription, unlike such a way that more peripheral rays are how corrected curve lenses (technology that the older technology, which only corrected for more magnified than rays that are toward was developed decades ago) address mar- the spherical power and approximated the the optic axis. Marginal astigmatism (also ginal astigmatism. needed base curve for strong cylinders. called oblique astigmatism) is astigmatism Digital technology now produces aspheric When correcting the common aberrations created when a small bundle of peripheral curves that can reduce the marginal astigma- that affect spectacle lens wearers, lens designlight rays strike the peripheral spherical tism. These curves are flatter than corrected ers must choose among correcting marginal curves of a lens at an angle. Power error curve designs, and they are produced by lens astigmatism, power error, or an averaging of 72 • July 2016 20/20

FIGURE 4

the two. This is done for a given about their lens designs is sparse. viewing angle, usually somewhere For the most part, manufacturers around 30 to 40 degrees, into the neither reveal what aberrations periphery of the lens. If the exact they are trying to reduce, nor do spherical curvature were offered they give data on the efficacy of for every prescription and every their designs. Some experienced meridian in accordance with the optometrists and opticians tend to Tsherning Ellipse (Fig. 4), the result feel, over time, that they have fewer would be lenses that are more complaints with one or another steeply curved, but which might design, and they favor those designs have a somewhat larger sweet that seem least troublesome. This spot. If digital technology is used to is a trial-and-error process that is The Tscherning Ellipse graphically represents the optimal spherical front replace the spherical curves with neither efficient, nor is it necessaricurvatures (base curves shown in green numbers) that a meniscus lens should have to eliminate marginal astigmatism for various lens aspheric curves, flatter and thinner ly very accurate. Others that do powers (shown in red numbers). The upper portion of the curve, with each red dot representing a lens power, shows that a much steeper lenses result. post-dispensing follow-ups have base curve must be used to eliminate marginal astigmatism. The lower Creating patient-pleasing eyewear a huge advantage. Marginally portion with blue dots shows flatter base curves that can also eliminate marginal astigmatism. The upper portion of the ellipse is called includes selecting an appropriate satisfied patients may not return the Wollaston portion, and the lower portion is referred to as the lens material, a frame that is to complain, and they may simply Ostwalt portion. The above diagram indicates that the best base curve for a plano lens would be about a +5.50 for the Ostwalt part of the mechanically and cosmetically not ever return. By using some form ellipse, or about a +21.00 base curve for the Wollaston part. Lenses are seldom made according to the steeper Wollaston calculations acceptable, and an appropriate lens of follow-up to determine patient because they are not cosmetically desirable. The position and shape design. It also helps if the refractive response to recently dispensed eyeof the ellipse varies according to the distance from the back surface of the lens to the center of rotation of the eye and the index of refraction findings are taken correctly. Lens wear, you can rapidly determine of the lens material. designers assume that when the which designs work better. refractive findings are taken, three conditions will be met: 1. The plane of the line-of-sight, 2. The line-of-sight is passing THE BABY AND THE BATHWATER test lens is at right angles (“normal”) to the through the OCs of the test lenses, and 3. The Just as you would not want to “throw out refracting vertex matches the vertex at which the baby with the bathwater,” the problems the lenses will be worn. For low power refrac- of patients who have difficulty adapting TABLE 2: A checklist to use tive errors, these conditions are less critical, deserve careful analysis before you blame before changing design or but for stronger powers, the conditions their difficulties on the lens design. Table 2 ordering a lens remake should be met as closely as possible. The lists the most common probable causes for refractor’s pinholes can and should be used distress over newly dispensed eyewear. It ■ Buyer’s Remorse both for accuracy, and to be sure the patient is would be wise to carefully consider these ■ Unmet Expectations tested through the OCs as well as being categories and subcategories before chang• Seeing Well properly leveled when locating the axis for ing to a different lens design when your • Looking Good strong cylinder powers. The refractor aper- patient is distressed about new eyewear. You • Being Comfortable tures should be at the same height as the might also use it as a troubleshooting guide • Perceived Value target chart, and the plane of the chart should for discussion at your next staff meeting.

■ Errors in Eyewear Design be parallel to the test lens plane. If the patient Lens manufacturers work hard to produce • Inappropriate Lens Material must look up, down or to the side to view the the best performing products they can, • Inappropriate Frame Choice target chart through the refractor, sphere and although not all aberrations can be ade• Incorrect Measurements cylinder errors will be introduced just as wrap quately addressed in ophthalmic lens ■ Miscellaneous Errors and pantoscopic tilt change lens effectivity. designs. Designs do differ, so if you change • Clerical Ordering Errors Ideally, the refracting vertex should be the lens designs, try to be sure the difference will • Errors in Lens Fabrication same as the vertex assumption of the designer resolve your patient’s problem. LT • Dispensing Errors • Prescribing Errors of the lens you plan to use.

■ Incomplete Adaptation • Not Wearing the Eyewear

KNOWING OUTCOMES

The information provided by manufacturers

Contributing editor Palmer R. Cook, OD, is director of professional education at Diversified Ophthalmics in Cincinnati, Ohio.

July 2016 20/20 • 73

•com

Leadership Partners

RIGHT NOW WH AT’S

J U LY N E W P R O D U C T S

BY VICTORIA GARCIA

MILLENNIAL MUSES

2

1

We Millennials want to stand out.

Whether it’s with our choices in music, fashion, careers or cuisine, we dare to be different and adventurous. Eyewear is no exception. With bright and vibrant colors and unusual shapes and sizes, GenEYE takes the reigns with all styles out of the ordinary. Take a look at these sunwear styles ready for any Millennial wishing for an uninhibited frame.

—Victoria Garcia

3

4

1. POMELLATO 0005S from Kering Eyewear 2. AUGUST from Kingsley Rowe 3. REBIRTH from Okia 4. MAISON MARGIELA MMTransfer003 from Mykita 5. KOMONO X TOMORROWLAND Vivien from Komono 6. GIVENCHY 7017S from Safilo 7. MARC JACOBS 16S from Safilo 8. BLACKFIN 766 San Diego from Villa Eyewear

5 7

6

8 NEW PRODUCT PRICE GUIDE

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July 2016 20/20 • 75

WHAT’S NEW NEW LAUNCHES

L’AMY AMERICA: TLG Collection T E C H N I C A L LY M A S C U L I N E

L

’Amy America introduces the TLG Collection, an acronym for Thin Light Glasses. The new men’s collection is designed to be thinner and lighter with the use of innovative materials and technological features. Designed with 100 percent pure titanium, frames are hypoallergenic and nickel free, and 48 percent lighter than ordinary metal frames. The collection is comprised of three unique concepts—wood temples, zipper temples and integrated spring hinges. Wood laminate temples are created with different layers of wood such as Chinese walnut, American walnut and American maple. The patented zipper temple was developed specifically for this collection and is constructed with 100 percent titanium, and offers a spring hinge without a bulky construction and extra weight. The integrated spring hinge was exclusively designed to create a more substantial looking temple without the added weight.

—Victoria Garcia TLG NU017

TLG NU0008

MARKETING: Merchandising

materials include a 10-place display.

PRICE POINT: $$ CONTACT: For additional

information, contact L’Amy America, (800) 243-6350; website: www.lamyamerica.com

76 • July 2016 20/20

PHILOSOPHY: “The TLG Collection combines function and technology in a compelling way,” says Megan Spencer, TLG brand manager.

“These pure titanium men’s styles have unique hinge concepts, whether it be the zipper temple or integrated spring hinge, and cool material stories, like wood and compressed acetate. Lightweight and uncomplicated— what every man is looking for.”

IN

TLG NU004

SIGHT

Each piece of wood used for the wood laminate temples is sustainably harvested from authorized plantations across the globe and is handselected for unique color tones and grain patterns.

WHAT’S NEW NEW LAUNCHES

MARCHON EYEWEAR: Dragon Alliance Destiny Collection FRESH AND ACTIVE

M

archon Eyewear debuts the Destiny collection from Dragon Alliance, which introduces youthful unisex sun and optical styles. Aiming to reach a younger audience, the collection highlights active, impassioned lifestyles for those who live outside the lines. Distinct and diverse families of frames are offered, which include the X-Ray and Detail collections.

The X-Ray collection features an exposed custom core-wire and a visible Dragon logo on the translucent temples along with a signature five-barrel hinge.

A simplified look is offered in the Detail collection through classic layered colors and reliable materials, as well as double-tail rivets on the endpieces and carved Dragon tail temple tips. All styles in this collection are available in multiple color options.

—Jillian Urcelay

PHILOSOPHY: “The youthful colors and styling were inspired by a vibrant California beach culture,” says Cliff Alexander, Dragon global brand manager for Marchon Eyewear. “Sierra Quitiquit personifies the attitude and lifestyle that the Dragon brand has always stood for. Like Dragon, Sierra is passionate about adventure, and we couldn’t think of a better partner to help encourage our customers to find their own ‘Frame of Mind.’”

MARKETING: Merchandising materials include a two-

place display, three-place display, one sun countercard, two optical countercards, logo blocks and posters.

PRICE POINT: $$ to $$$ CONTACT: For additional information, contact

Marchon Eyewear, (800) 645-1300; website: www.dragonalliance.com

DRAGON ALLIANCE DESTINY COLLECTION Finn 149

DRAGON ALLIANCE DESTINY COLLECTION Cliff 151

DRAGON ALLIANCE DESTINY COLLECTION Mix 516S

78 • July 2016 20/20

IN

SIGHT

The latest Dragon Frame of Mind campaign centers on this youthful collection and allows an inside look into brand ambassador and professional skier Sierra Quitiquit’s life.

An unmistakably feminine collection, with ripped from the runway looks.

Designed for women wanting to make a statement with their everyday eyewear. The Café Lunettes collection combines bold shapes, colors and materials to offer a line that creates stylish looks for today’s fashion conscious woman.

Café Collections Style: Cafe 3233

800.962.3200

WHAT’S NEW NEW LAUNCHES

RANDOLPH ENGINEERING: Foundry Collection BORN IN THE USA

R

andolph Engineering introduces the next generation Foundry Collection featuring four new styles, the Cambridge Demi and Berlin Demi for men, and the Savoy and Hadley Demi for women. Debuted this past Vision Expo East, the collection is inspired by the era of New England Foundries where metals were melted and casted into molds to create various shapes. Each style is available in three colors and features two-toned colors with contrasting rivets, as well as sleek eye wire bottoms for a comfortable and lightweight fit.

All made in the USA, the collection is constructed with militarygrade stainless steel and has a lifetime warranty.

—Victoria Garcia

IN

PHILOSOPHY: “The team at Randolph is thrilled to release the next generation of Foundry,” says Peter Waszkiewicz, president and CEO of Randolph Engineering, Inc. “Our goal is to bring this collection to a whole new level, crafting bold, sleek frame styles and new color combinations, all while keeping with Randolph’s military heritage and reputation of quality.”

MARKETING: Merchandising materials include Made in the

USA countercards and a lucite block.

PRICE POINT: $$$ CONTACT: For additional information, contact Randolph Engineering, (800) 541-1405; website: www.randolphusa.com

SIGHT

All metal frame sunglasses are handcrafted, designed and developed in Randolph, Mass.

Randolph also offers professional sport shooting eyewear, prescription frames and eyewear for the U.S. military.

RANDOLPH FOUNDRY Berlin Demi

RANDOLPH FOUNDRY Savoy

RANDOLPH FOUNDRY Hadley Demi

80 • July 2016 20/20

PRODESIGN EYEWEAR INC. T 888 275 2335 F 888 275 2540 W PRODESIGNDENMARK.COM

WHAT’S NEW NEW LAUNCHES

VILLA EYEWEAR: Mad in Italy Collection C R E AT I V E LY C U R AT E D

K

nown for its research and innovation, Vista Eyewear has teamed up with Villa Eyewear as the exclusive distributor for the Mad in Italy collection. Since 2009, Mad in Italy has expertly fused together style and technology with the use of titanium, carbon fiber and colorful nylon materials. The Italian brand aims to amaze with small sub-collections such as Mad, Madup! and MadFun. The Madup! collection features mirror, three-dimensional and multicolor effects with the idea to overturn common designs that allow wearers to express their personalities. With materials such as nylon and titanium, frames from Madup! weigh only 8 grams and are extremely flexible and strong. There are 19 color options available such as green, orange, crimson, turquoise and yellow. Designed for women, the MadFun collection is inspired by butterfly wings, rare flowers and tropical fish, and incorporates colorful and unique patchwork. Many frames include silk coatings, screwless invisible hinges and anti-scratch materials to help wearers obtain a perfect and comfortable fit.

—Victoria Garcia

PHILOSOPHY: “The phrase that best embodies the philosophy of our brand is represented by our slogan ‘the madness of being oneself’ in the daily life of every situation of our personal and professional lives,” says Claudio Dalla Longa, creative director and designer of the production company Vista Eyewear. “Mad in Italy is a brand that wants to be free to dress up and allow anyone to feel proud to be himself.”

MARKETING: Merchandising materials include

countercards, a banner and a small display.

PRICE POINT: $$$$$ CONTACT: For additional information,

contact Villa Eyewear, (877) 889-0399; website: www.villaeyewear.com

MAD IN ITALY Porro

IN

SIGHT

Villa Eyewear exclusively specializes in the distribution of 100 percent Italian brands in the U.S. market.

MAD IN ITALY Lattuga

MAD IN ITALY Enzo

82 • July 2016 20/20

WHAT’S NEXT NEW LINES

COSTA: USA Limited Edition Collection P R O U D LY PAT R I O T I C

Costa launches its USA Limited Edition collection to celebrate a summer full of festivities from Memorial Day and the Fourth of July to the 2016 Summer Olympic Games. Styles Anaa, Copra, Motu, Blackfin, Cortez, Fantail and Mag Bay have all gotten a patriotic red, white and blue makeover. Available in gray, blue mirror and silver mirror lens colors, the brand’s patented color-enhancing polarized 580 lenses selectively filter out harmful light. Costa’s tri-fusion frame color technology is also featured on several styles in the collection.

While the sunglasses have unique new appearances, they are still made from COSTA bio-based resin which allows for increased durability, a lightweight feel and the Motu ability to hold shape in extreme temperatures.

—Jillian Urcelay PHILOSOPHY: “We’re proud to say we’ve always built our sunglasses here at home, and the USA Limited Edition collection helps us celebrate our American pride,” says Al Perkinson, VP of marketing for Costa. “Because these are part of a limited edition, once they’re gone, they’re gone.”

COSTA Anaa

MARKETING: Merchandising materials include

a custom red, white and blue hard case, cleaning cloth and C-MASK. Each frame is also packaged in a specially designed box to celebrate the season.

PRICE POINT: $$$ to $$$$$ CONTACT: For additional information, contact Costa, (800) 447-3700; website: www.costadelmar.com

WHAT’S NEXT NEW LINES

IMAGEWEAR: Stepper Eyewear PERFECT PLASTIC

ImageWear, a division of Walman Optical, introduces new styles to its Stepper pper Eyewear collection. Stepper Eyewear has chosen to create plastic frames due ue to the material’s potential to mold a frame in the final form as it would rest on each wearer’s face. Most recently, digital printing has allowed for patterns with tiny details on each frame, including the new styles. The use of TX5, a material that allows for ultra-slim styling and 1.3-mm thin profiles can be found in style 10060, which offers a metal-like look and feel. The 30055 combines nes pattern and coloration for a fun and vibrant style with multiple color combinations bination ations —Victoria Garcia such as purple, blue and burgundy.

STEPPER 10060

PHILOSOPHY: “Innovations in design, processes and manufacture

have allowed the company to advance with frame styling in a way that were unthinkable before,” says Hans Stepper, founder of Stepper Eyewear Ltd. “The latest design and manufacturing innovations are best seen in women’s styles.”

PRICE RICE POINT: $$ to $$$

MARKETING: Merchandising materials include a Stepper name plaque,

CONTACT: For additional information, contact ImageWear,

display block, five-place trophy display, eight-place tower display and a mirror.

(800) 414-7656; website: www.imagewear.com

84 • July 2016 20/20

STEPPER 30055

FRAME SHOWN: GIRL- PJ 4031 IN C6

www.mondotticausa.com | 866.666.3662

WHAT’S NEXT NEW LINES

ALTAIR EYEWEAR: Genesis Optical Collection FA S H I O N F O R WA R D

GENESIS 4031

Altair Eyewear extends its Genesis optical collection with four new additions, each available in multiple color options. Featuring two new styles for men and two for women, these frames are fashionable with a modern look and feel. New designs offer a comfortable fit and value while still maintaining contemporary styles. Classic masculine shapes are available for the minimalist male through modified and standard rectangular frame fronts. Metal plaques are also featured on styles 4031 and 4032 for a modern appeal. Soft and subtle floral designs appear on the women’s frames, giving them a fresh spring look. Style 5034 has a feminine oval shape and colorful crystal acetate with matching temple tips for —Jillian Urcelay a subtle yet stylish look.

PHILOSOPHY: “Genesis is a core collection of quality optical frames featuring best-selling shapes, sizes and colors—intentionally designed to be simple, clean and classic,” says Hannah Sarbin, VP of brand management & new business development at Altair Eyewear. “The spring collection highlights must-have trends such as delicate floral designs for women and classic masculine shapes for men. Striking colorations and elegant details are reflected throughout the collection.”

GENESIS 5034

MARKETING: Merchandising materials include brochures

with each frame collection purchase.

PRICE POINT: $$ CONTACT: For additional information, contact Altair Eyewear, (800) 505-5557; website: www.altaireyewear.com

WHAT’S NEXT NEW LINES

NOUVEAU EYEWEAR: Realtree Eyewear COOL CAMO

Nouveau Eyewear introduces new styles to its Realtree Eyewear collection. The two new styles are available in authentic Realtree camouflage colors for men and women. Targeted toward individuals that live an outdoor lifestyle, frames are perfect for those who want a fashionable twist on camo. Style 410 is available in black with MAX-5 camo and pink with APC camo. It also features a versatile zyl design along with a pop of color on the temple tips.

Style 411 offers a matte metal front with zyl temples and —Jillian Urcelay features brown or teal camo prints.

PHILOSOPHY: “Realtree Eyewear has leaped to the next level of fashion,” says Amanda Vick, brand manager at Nouveau Eyewear. “Pops of neon are a huge trend in both youth and adult eyewear. Plus we’re seeing this trend across

86 • July 2016 20/20

Realtree’s apparel collections for 2016 and 2017—so it’s a natural fit in our collection.”

MARKETING: Merchandising materials include

a poster, countercard and wooden display.

REALTREE 411

REALTREE 410

PRICE POINT: $$ CONTACT: For additional information, contact Nouveau Eyewear, (800) 292-4348; website: www.nouveaueyewear.com

NEW PRODUCTS

MAXIMIZING MINIMAL

Minimalistic, masculine and mysterious—the simple yet classic look for men is always in style. Lately we’ve been admiring clean, easy-to-wear eyewear pieces that stray away from bold and out-there styles. Check out these streamlined and refined designs that make the perfect fit for everyday wear. —Jillian Urcelay 2 0/20 I N S I G H T :

OGI EYEWEAR: Innotec Ward This burnished finish P3 frame featuring a keyhole bridge is handcrafted from TR-90 surgical plastic and ultem, and is equipped with adjustable nosepads and metal hinge pieces for a preppy yet futuristic look.

Size: 50/20 (145) Pricing: $$$$ (888) 560-1060/www.ogieyewear.com

ASPEX EYEWEAR: BMW 6020 Suitable for those with Asian-fit needs, this thin frame is designed with TR-90 and sleek stainless steel temples along with adjustable nosepads for a comfortable fit.

Size: 52/18 (136) Pricing: $$$$

TURA: Titan Flex 820696

(800) 277-3979/www.aspexeyewear.com

Featuring smooth rubber coated temples and a direct soldered sheet memory metal bridge, this full-rim metal front rectangular frame can flex and bend more than an average spring hinge.

Size: 53/17 (140) Pricing: $$$ (800) 242-8872/www.tura.com

RODENSTOCK: R2594 SILVER DOLLAR OPTICAL: Club Level Design 9198 The semi-rimless metal front and acetate wood grain textured temples on this frame create a contemporary and clean look for men.

Highly flexible and lightweight, this “memory metal-esque” nickel and titanium alloy eyeglass provides an unobtrusive look for today’s modern male.

Size: 53/18 (140) Pricing: $

Size: 51/20 (140) and 53/21 (145) Pricing: $$$$$

(800) 962-3200/www.silverdollaroptical.com

www.rodenstock.com

88 • July 2016 20/20

A B E RT U R A E M 2 5 S E T. D E 2 0 1 5

The 4 days of Optics 23 - 26 September 2016

LIVE THE EXPERIENCE

silmoparis.com

23 26 SEPT. 2016

Come discover the largest flagship store for optics and eyewear industry from 23 to 26 September 2016 in Paris.

Order your entry with the code SILMO2020

NEW PRODUCTS

THE CATEYE CRAZE

If there’s one eyewear shape that has roared back into style, we can certainly say it is the coveted CatEye. With even MORE sizes, colors and materials to choose from, the CatEye is getting a major fashion makeover, and we are loving all the options.

—Victoria Garcia 2 0/20 I N S I G H T :

KENMARK: Kensie Aspire

ZYLOWARE: Leon Max 4032

This zyl CatEye shape features metal details on the temples, as well as colorblocking designs on the front and temples in a vibrant green tortoise color.

With an eye-catching geometric shape in a striking purple tortoise hue, this full-rim women’s style is constructed of zyl and features a gunmetal Leon Max globe logo on the temples.

Size: 50/17 (135) Pricing: $$$

Size: 53/16 (135) Pricing: $$$

(800) 627-2898/www.kenmarkoptical.com

(844) 995-6226/www.zyloware.com

ALTERNATIVE EYEWEAR: Grace 7093 This feminine downplayed CatEye shape features beautiful professionally set stones and multicolored temples that create a luxurious look and feel for women in search of an elegant frame.

Size: 54/16 (135) Pricing: $$$ (888) 399-7742/www.alternativeeyes.com

MARCOLIN USA: Balenciaga 0048 Targeted toward women with a strong personality and distinct sense of style, this delicately rounded CatEye sunglass features a blend of two different types of acetate that exudes a vintage look with sophisticated color contrasts.

Size: 56/18 (140) Pricing: $$$$$ (888) 537-9265/www.marcolin.com

MATCH EYEWEAR: Adrienne Vittadini 1190 With lattice metal decor adorned with Swarovski embellishments, this classic CatEye shape offers an uplifting look and timeless statement for all women.

Size: 52/17 (138) Pricing: $$$ (516) 877-0170/www.matcheyewear.com

90 • July 2016 20/20

NEW PRODUCTS

1 EYESAFE HEV BLUE LIGHT SCREEN COVERS Manufacturer: Healthe Description: Healthe LLC, a Minneapolis-based company, is introducing Eyesafe, a new generation of High Energy Visible blue light screen covers for use on digital devices. The company has developed a proprietary emission-reducing film comprised of polymers and light absorptive dyes which filter blue light transmission between the 380 nm to 500 nm, with a particular emphasis on 420 to 460 nm, the most harmful range.

Features: Embedded within the Eyesafe products are custom combinations of light absorptive dyes including UV/IR and visible dyes allowing for specific wavelength transmissions. A durable, thin and pliable polymer protects digital screens from scratches and may be applied on and off effortlessly. The film and lens technology can be applied directly to the screens of digital devices or embedded directly within glass layers. Other applications for the technology include lenses, computer monitors and contact lenses.

Availability: Eyesafe is branded for three unique versions, RPF15,

RPF30 and RPF60. RPF stands for Retinal Protection Factor and the options cover 15 percent, 30 percent and 60 percent filtering of blue light. For the optical community, the RPF60 provides the maximum protection filtering out 60 percent of blue light within the 420 to 460 nm spectrum.

ECPs can obtain the RPF60 product by contacting Healthe at

www.eyesafe.com or by calling (844) 439-3723. The website features information on HEV blue light exposure, as well as industry research and information on eyecare professionals who carry the Eyesafe product.

Healthe has developed a clinical kit, which includes the product as well as a display to present it to the patients. The kit is compact and holds up to 45 phone and tablet covers. There is also an option for clinics that choose not to hold product but still wish to recommend a solution to their patients through a simple e-commerce online system for ordering and delivery. Patients can utilize their Health Savings Account cards to pay for Eyesafe products. www.health-e.com; (844) 439-3723

2 JINS SCREEN NIGHT

3 RETOOLING ROTATION PROGRAM FOR LABS

Manufacturer:

Manufacturer: Jeanie Premium Products

Jins Eyewear

Description: In addition to providing labs with new tooling on demand, Jeanie Premium Products now offers a program to help labs manage their diamond tooling supply and inventory. Labs send their used tooling to Jeanie on a blanket order for relap and reblade, includes 6-, 8- and 12-tooth milling cutters. Jeanie completes all the work required, releasing only what the lab needs. The company will stock additional tooling and then release it to the lab in 30 days.

“This program has proven to help the labs manage their tooling inventory as well as stay within budget,” says Melissa Veeser, owner of Jeanie Premium Products.

“They send all of their used milling cutters in early, knowing it will be ready to ship to them when they need it. They love it because they get their cutters back, are able to better manage their tooling needs and improve their inventory management.”

This photo shows tooling before relapping and reblading (left) after.

Description: Jins Screen

Night is a new version of Jins Screen glasses, which protect the eyes from prolonged use of digital devices, including computer screens and smartphones. The glasses are designed for those who spend late nights surfing and texting on a tablet or other mobile device.

Features: These glasses filter out 60 percent of melatonin-reducing blue light, which may be just enough to help users get the restful sleep they deserve, the company says.

A 2015 study conducted by Keio University in Japan showed that wearing Jins Screen Night increases production of the sleeping

Features:

hormone, melatonin. Jins reports that since launching Jins Screen—

•Reduces inventory •Eliminates delivery times •Ensures labs get their

originally known as Jins PC—in Japan in 2011, it has sold more than six million pairs. Jins Screen Night is available online and at the Jins Union Square store in San Francisco. It can be specially ordered and is available for an additional $80, plus the cost of the frame. The regular Jins Screen costs an additional $60 and is also

tools back

•Saves time and money by reducing costs

available in the nonprescription boxed Square and Wellington styles.

www.jeaniediamondtooling.com;

www.jins.com; (844) 391-2400

(952) 426-3237

July 2016 20/20 • 91

BASICS

GUIDE

MILLENNIAL MAVEN

new products in this issue

GenEYE, as we refer to Millennials, is the largest generation in U.S. history. As they reach their prime working (and spending) years, the economy is going to be impacted in a massive way.

GenEYE and technology go hand-in-hand, so it’s no surprise that the retail space has been reshaped in recent years. With price comparisons, reviews and product information readily accessible, Millennials are smart shoppers. They are drawn to brands that offer the most convenience and quality at the lowest cost. GenEYE knows what they want—make it your mission to help them find it with these 20/20 Basics.

20/20 BASICS

By Jillian Urcelay

w

QUALITY IS KEY But price is still important! With this generation facing higher expenses such as housing costs, tuition and student loans, price is a more important factor than it is for other generations. Be up front with your customers, and only show them frames within their price point.

x

to try things on and snap a few pictures before buying.

Let your customers try on as many frames as they want.

Be sure to stock your store with mirrors so they don’t have to rely on their phone’s front-facing camera to see their reflection.

y

GIVE THEM MORE Millennials are known for keeping a close eye on the trends and constantly changing up their styles. It’s likely that they will be interested in buying more than one frame. Explain that owning multiple sun or optical styles allows them the opportunity to mix up their wardrobe as well as complement their busy lifestyles.

GET SOCIAL Research has v shown that when a brand uses social

SMART SHOPPERS z Don’t be fooled… Your GenEYE

media, some Millennials like that brand more. If you’re STILL not on social media, now is the time to jump right in. Post pictures of your store, products and even your employees allowing Millennials to get a feel for your business even before they walk through the front door.

customers are very savvy shoppers.

They constantly compare prices and reviews to get the most bang for their buck. They also have the ability to buy everything they want online, which means they are coming to you for help. Use your expertise to guide them in the right direction.

92 • July 2016 20/20

PHOTO © iStock.com/JobsonHealthcare

TRY THEN BUY u This “selfie” generation loves

HARD TO FOOL GenEYE can see right through marketing and advertising techniques. With everything seemingly marketed toward them, show your customers the newest and most exclusive products you have to offer.

COVER Modo, Derek Lam Morton A NATION OF SUN WORSHIPPERS, pp. 37-51 Classique Eyewear, Kenzo 3191, p. 42 Kenmark, Vera Wang 455, p. 46 Kering Eyewear, McQ MQ0020S, p. 37 Kingsley Rowe, Noelle 020, p. 39 Marchon Eyewear, Calvin Klein 2147S, p. 44 Moscot, Lemtosh, p. 40 Ogi Eyewear, Ogi 8071, p. 51 Safilo, Carrera 118/S, p. 42 Spy Optic, Whistler, p. 39 VonZipper, Lomax, p. 46 MARKETPULSE: Sunny and Share, p. 52-54 Bevel Specs, Basil 9522 Charmant Group, awear CC3715 Clariti Eyewear, AirMag AP6433 De Rigo Vision, Lanvin SLN 674 I THINK THEREFORE EYE AM… GENEYE, pp. 56-64 A&A Optical, Seventy one Emory, p. 62 Altair Eyewear, Evolution 5032, p. 64 Aspex Eyewear, Paradox 5023, p. 60 Avalon Eyewear, Deja Vu 9008 Shelby, p. 64 ClearVision Optical, Ocean Pacific Smoothie, p. 58 Colors in Optics, Sanford Hutton CS322 Bowie, p. 57 Design Gallery/A Division of Match Eyewear, Vanni 1292, p. 62 Eyewear Designs, ale by Alessandra 614, p. 64 i-dealoptics, Casino Becca, p. 57 l.a.Eyeworks, Innski, p. 56 Lafont, Genie, p. 58 LBI Eyewear, Geek Eyewear Smart, p. 62 Luxottica, Emporio Armani 4083, p. 60 Marcolin USA, Guess 7458, p. 60 Mondottica USA, Pepe Jeans Willow 3224, p. 60 Morel, Koali 8191K, p. 58 Norman Childs Eyewear, Jordy, p. 58 Nouveau Eyewear, Van Heusen Studio S358, p. 64 Oliver Peoples, Shaelie, p. 60 Paws ‘n’ Claws Eyewear, Paws B.914, p. 57 Prologue Vision, TC Charton Asian Fit Scott, p. 64 Rem Eyewear, Converse Q301, p. 62 Silhouette, neubau Paul, p. 58

Silver Dollar Optical, NRG R579, p. 57 State Optical, Dearborn, p. 64 Teka Eyewear, Teka 448, p. 62 Thema—A Family Factory, Eclectico VL-E44, p. 60 Tura, Kate Young for Tura 110, p. 64 Ultra Palm Optical, Goliath III, p. 64 WestGroupe, Fysh UK 3557, p. 60 Zyloware, Leon Max 4032, p. 60 WHAT’S RIGHT NOW Millennial Muses p. 75 Kering Eyewear, Pomellato 0005S Kingsley Rowe, August Komono, Komono x Tomorrowland Vivien Mykita, Maison Margiela MMTransfer003 Okia, Rebirth Safilo, Givenchy 7017S Safilo, Marc Jacobs 16S Villa Eyewear, Blackfin 766 San Diego WHAT’S NEW, pp. 76-82 L’Amy America, TLG Collection Marchon Eyewear, Dragon Alliance Destiny Collection Randolph Engineering, Foundry Collection Villa Eyewear, Mad in Italy Collection WHAT’S NEXT, pp. 84-86 Altair Eyewear, Genesis Optical Collection Costa, USA Limited Edition Collection ImageWear, Stepper Eyewear Nouveau Eyewear, Realtree Eyewear NEW PRODUCTS, pp. 88-90 Alternative Eyewear, Grace 7093 Aspex Eyewear, BMW 6020 Kenmark, Kensie Aspire Marcolin USA, Balenciaga 0048 Match Eyewear, Adrienne Vittadini 1190 Ogi Eyewear, Innotec Ward Rodenstock, R2594 Silver Dollar Optical, Club Level Design 9198 Tura, Titan Flex 820696 Zyloware, Leon Max 4032 L&T NEW PRODUCTS, p. 91 Healthe, Eyesafe HEV Blue Light Screen Covers Jeanie Premium Products, Retooling Rotation Program for Labs Jins Eyewear, Jins Screen Night

THIS IS SCREENLIFE Introducing an everyday solution for modern single vision patients

Eyezen™+ lenses • Helps alleviate digital eye strain associated with device use • Reduce exposure to harmful Blue Light with the Smart Blue Filter™ feature*

EYE FATIGUE

EYE RELIEF

Recommend new Eyezen+ lenses with the Smart Blue Filter feature to patients for digital eye strain relief.

To learn more, visit EYEZENPRO.COM *Eyezen+ lenses block at least 20% of harmful Blue Light, which is the high energy waves found between 415–455nm (blue-violet light).

©2016 Essilor of America, Inc. All Rights Reserved. Essilor is a registered trademark and Eyezen is a trademark of Essilor International.

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AT YOUR SERVICE: Transitioning From the Dispensary to Lab Customer Service [1 CE CREDIT]

By Preston Fassel, BS

LEARNING OBJECTIVES: Upon completion of this program, the participant should be able to: 1. Learn the difference between work as an optician in a dispensary and laboratory customer service work.

2. Identify a basic set of skills which will help in making the transition from the dispensary to a lab environment.

3. Understand how customer service representatives (CSRs) improve dispensary operations and how positive relations can be built between opticians and CSRs. Preston Fassel is an optician in the Houston, Texas area. His interests are in the history of eyewear and all things vintage.

He writes for The Opticians Handbook and 20/20 Magazine, and has also been featured in Rue Morgue magazine, where he is a recurrent reviewer of horror and science fiction DVDs. CREDIT: This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO).

General Knowledge Course SJHI132 This CE is also available online at www.2020mag.com

94 • July 2016 20/20

I

t’s 5:00 as you put the phone down into the receiver, the final call of a long and hectic day. People move rapidly around you; there are scraps of shredded paper all around. Tie around your neck, the dregs of your sixth coffee of the afternoon coagulating in its cup, you close down your computer and check the tickets one last time. Hundreds of thousands of dollars have changed hands today under your watch; tomorrow, hundreds of thousands more. You walk out the door and prepare for your drive home. No, you’re not a stockbroker: You’re a laboratory customer service rep.

Recently, I had the opportunity to go work for a company that I’ve wanted to work with for the past three years, virtually the entirety of my career in optics. The job was a customer service representative in a finishing lab that was opening near my neighborhood. Considering I had been actively seeking employment with the company for so long, and given the proximity to me, it seemed like a no-brainer. Customer service? I’d been dealing with customer service representatives (CSR) for five years, and I had two years of experience in an insurance company call center. I signed the papers and showed up for my first day ready to answer some phones.

For as long as I’ve worked in optics, I always had a pretty concrete image of what our lab customer service center looked like. Sometimes I pictured them in cubicles, sometimes at desks in a bullpen, occasionally in little offices. Usually, the exterior of the building was the Klingon High Council from “Star Trek: Deep Space Nine.” Still, I always pictured kindly helpful folks answering chains of phone calls, answering questions, engaging in some pleasant chit-chat and then moving on to the next call. While there was a grain of truth in this whimsical scenario, the truth was something I wished I had been a bit more prepared for. So in the interest of helping out any other opticians who are considering—or who are already in the process of making—the transition from dispensary to lab, I wanted to create a sort of entrance exam for the Laboratory Customer Service Field: a CE to see if you’re ready (or want to be ready) for an exciting new step in your optical career.

KNOW THE SCORE It may sound like an obvious first step, but know your stuff before sitting in that chair and picking up that phone. I’ve been dispensing for five/10/15 years, you might say;

of course I know my stuff. But do you real- suit their Rx and made them feel good nominally gone from the CS experience. ly? You might know what a slab off is, but about themselves, virtually all aesthetic con- You won’t be working with the public anydo you know when and how to do one? cerns are gone from your job now, replaced more, you’ll be working with accounts— You might know what a backside digitally almost solely by Rx concerns. The people and that requires learning a whole new set surfaced progressive is, but do you know you’ll be working alongside will probably of interpersonal skills.

Perhaps you worked in a dispensary where the exact steps in that process and the sci- have realized this already, and you’ll be expected to be on the same page.

It’s all well a number of your clients are wealthy and ence behind each manufacturer’s backside surfacing process? You might know the and good if you were the top salesperson at high-maintenance; perhaps your dispensary right progressive for the right situation— your dispensary, or if you were particularly even catered exclusively to that clientele. In wrapped frames, wide, flat frames, PALs for gifted at helping patients with unusual either case, those experiences are good prep work for a career in customer seryounger presbyopes—but are you vice. As with any walk of life, you’ll prepared to explain the exact optics YOU MIGHT KNOW THE be dealing with both pleasant and behind each of those choices when unpleasant people, but as a customsomeone calls and asks? I am, admitRIGHT PROGRESSIVE FOR er service representative, the stakes tedly, not ABOC (as the lack of letT H E R I G H T S I T U AT I O N — will be much higher. If your personters behind my name ought to tell W R A P P E D F R A M E S , W I D E , ality didn’t click with a particular you), though colleagues have told patient, or communication broke me that if I bite the bullet and just F L AT F R A M E S , PA L S F O R down, you lost a sale. If the same take the exam I would probably Y O U N G E R P R E S B Y O P E S — happens as a customer service reprepass. If I had the opportunity, I B U T A R E Y O U P R E PA R E D sentative, you can potentially cost would probably have studied up your lab an entire account—dozens, and gotten certified before taking a TO EXPLAIN THE EXACT if not hundreds or thousands of CSR job in order to give myself an O P T I C S B E H I N D E A C H O F sales, all at once. And while you and even firmer basis of knowledge. maybe everyone you know is a pleasEven still, the questions that came to THOSE CHOICES WHEN ant, jolly soul, any career in customer me not only from accounts, but from S O M E O N E C A L L S A N D A S K S ? service will quickly remind you that my own coworkers, caught me off this isn’t the case for everyone. The guard. Most of the questions I receive from accounts are of the variety that fashion requests or concerns, but those days people you’ll be speaking with—especially I can easily answer, and which aren’t too far are over. Crack that ABO study guide open. those at high dollar accounts—are under a removed from the questions I answered as Get your hands on some manufacturer tremendous amount of stress from their an optician—after all, many of the questions product information. You’re playing in the doctors and office managers, who themselves are under a tremendous amount of you’ll be getting are really patient questions big leagues now—be ready to bat. being passed through the medium of an stress from the patients. As a CSR, you will optician. Once in a while though, you’ll CHECK YOUR EGO AT THE DOOR be the final stress-bearing link in a long have to field that real killer—and if you Part of the appeal of opticianry, at least for chain of people, and you’ll have to take that want to have any reliability at all, you’re me, is the amount of impact it allows some- stress with a grain of salt and a kind smile; going to need to answer it correctly. That one to make in another person’s life. We and while you might have had the authority goes double for interacting with the people perceive one another by our faces, and in your office to assert yourself when in your lab who are doing the actual surfac- guiding someone in making a choice that patients made unreasonable or impossible ing and/or edging. You’re part of their team, will necessarily change the appearance of demands or became abusive, that assertiveand they’ll want to know that you’re on the their face is an awfully big responsibility ness needs to leave the moment you sit same page as them. While a significant part with far-reaching implications. That said, down in your chair and pick up your phone. of your time as an optician involved helping the feeling of power and personal responsi- It cannot be stressed enough that when you people find frames that not only fit, would bility that comes from being an optician is deal with an account, you may only discuss July 2016 20/20 • 95

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one job at a time, but you’re actually dis- shipping boxes and do the end of day’s which allows a dispensary to operate under a cussing every job that account will ever do final ship out. And all the while, every time branded name), and the list goes on. On top with your lab. If you’ve ever watched a sit- the phone rings, I’m obliged to stop what- of this, you’ll also find yourself in situations com or comedy with a powerful character ever it is I’m doing and answer it, then where documentation isn’t just helpful, it who has a loyal but long-suffering sidekick immediately return to what I was doing. As can save you some real grief. Did an account or servant, you’ve actually gotten some pret- a CSR, you’ll need to be able to perform all forget to send in a pair of frames you’re ty good training. You can hear a smile in of these tasks and potentially more. From supposed to edge and mount? Write down someone’s voice—practice it. Opticians are an account perspective, this actually makes who you spoke to and when—if someone just customers, the way people at any store a lot of sense: If you’re a part of every pro- attempts to say later that they never spoke to are customers of that establishment, and cess in the lab, you’re able to helpfully you, it’s been documented. Will you be out like people in Penney’s or Wal-Mart, you’ll explain to an account what exactly is of the office tomorrow but a particular job needs priority attention? Write it be exposed to a microcosm of people. down for your coworkers to take care Many will be kind; but just because I F Y O U ’ R E A P A R T O F of. A Chinese proverb says that the they’re your fellow travelers in the faintest ink is sharper than the best world of optics doesn’t mean that EVERY PROCESS IN THE memory. The same goes for word you won’t find yourself being threatLAB, YOU’RE ABLE TO processing programs—use them. ened or verbally abused. Learn to accept it. The greatest skill you can H E L P F U L L Y E X P L A I N T O A N … AND MY NEXT BOOK have as a lab CSR even greater than A C C O U N T W H A T E X A C T L Y IS ABOUT A MINOTAUR optical knowledge is the ability to let IS HAPPENING TO A On that note, you’ll quickly find things roll off your back and not phase you. Be ready to turn the other P A T I E N T ’ S J O B A N D W H E N . communication becoming an even more key part of your job than it has cheek. Be ready to give service with a in the past. Those notes to yourself, smile. Not only will you be better at your job, you’ll feel better for it. happening to a patient’s job and when. coworkers and accounts are going to begin Multitasking is an absolute must—as is piling up—make sure they make sense. This IT SLICES, IT DICES, gaining a level of proficiency at each of the is a task probably most difficult for a generaIT MAKES JULIENNE FRIES tion raised on text speak and Internet cultasks you’ll be performing.

One of the first things I learned as a CSR is ture, but it’s also something to be overcome THE PEN IS MIGHTIER that my image of those cubicles and the for those who have worked for most of endless chain of phone calls wasn’t quite THAN THE MEMORY their lives in a capacity that didn’t require accurate. Unless you’re in a very large Do you take notes? Neither did I before them to write much (if anything) down. No laboratory with very specialized staff, odds going to work as a CSR. It’s now an invalu- one’s going to expect you to write like a are you won’t spend your day answering able part of my job. Unless you’ve got an Dostoyevsky or a Doctorow or a Fassel, but phones… at least not just answering them. honest-to-goodness Sheldon Cooper level it’s going to stick out like a sore thumb to As a CSR, you’ll be in the unique position eidetic memory, you’ll find yourself jotting others if all of your communications read of having a thumb in every pie in the office. down a lot—as well you should. For one, like they were written to be Tweeted. If For example, I receive frames from our you’re going to be dealing with so many dif- you’re uncomfortable with your writing accounts, lenses from our manufacturing ferent mediums of information that even an skills, pick up a book or a magazine and pay center, match those frames and lenses up, exceptional memory is going to struggle. close attention not just to the content of trace the frames, tray up uncuts to be Whereas before you were probably just what you’re reading, but how it’s written. inspected, prepare work tickets for traced dealing with patient information and other Pay attention to syntax, punctuation, gramframes that I’ve paired up with lenses, fill tangential tidbits of information related to mar and tense. For the inexperienced writer, stock orders, receive and stock orders of that (such as lens style, frame style, etc.), now newspapers are actually a good place to stock lenses, and occasionally inspect com- you’ll be dealing not just with names but start. Most local newspapers in the U.S. pleted jobs and wrap them up for shipping. serial numbers, addresses, bin numbers, conform to a style that’s easily understood Near the end of the day, I also bag com- stock numbers, account names, account by the largest number of Americans. My pleted jobs, sort them into their proper DBA names (“Doing Business As” names, wife, who teaches ESL to high school 96 • July 2016 20/20

students, has found it to be an invaluable tool for helping non-native speakers learn to read and write English well. The same applies for native speakers who are simply more used to communicating verbally than in writing—I myself am much more comfortable writing than speaking. Not only will this help you in the workplace, but at the same time you’ll find yourself developing a new skill set that can be utilized in a wide array of places in your life.

REP TIES Depending on what sort of relationship you had with your lab as an optician, you may be Facebook friends with your account rep or you might not even know what he or she looks like. As a CSR though, positive, close relationships with reps are an absolute must. They’re your best barometer for the atmospheres and cultures of your various accounts, and you need to be able to rely on them to correctly convey what different accounts need and expect. Your phone conversations may give you some indication, but it’s the reps who actually meet the opticians face to face. An optician at a particular account may feel too shy or insecure to ask you for what they really need over the phone; others might sound experienced but could actually be new to the field and in need of support and education. Your rep should be able to give you a good indication of an account’s wants and needs so that you can meet those needs appropriately. You’ll also run into those instances in which the rep is the best messenger. Do you have a job that keeps failing inspection? Was an account displeased with the quality of work that came back? In their job capacity, reps are able to make concessions and smooth over circumstances that you as a CSR cannot.

(CORPORATE) FAMILY TIES … Which isn’t to say that you shouldn’t be forming some relationships of your own.

While your reps can deal with the big

problems, you should have enough of a positive working relationship with the opticians at your accounts (especially the high-volume, high dollar offices and the smaller dispensaries requiring more personal attention) that in the event of minor hiccups or trouble situations, your account trusts you enough to get it taken care of. Try and remember what the opticians sound like and give them a personalized greeting when you speak to them; if you have difficulty remembering names or identifying voices, see if the account has a Facebook page or website that will allow you to put a face to the person and help solidify that image in your mind. You probably haven’t got time to chit-chat (nor should you), but over time you can glean details about the individual (and they about you) that’ll help to forge a friendly working relationship. For regional labs, or labs close to offices, try and arrange to have them come visit you, or go visit them yourselves. A few months into my current CSR career, I initiated a program I called “Lunch With Your Lab” that brought opticians and office staff from our accounts up to the lab to give them a tour of the facilities, show them what a day in the life of a lens looks like, and to air any questions or concerns. Handled well, this sort of personalized get-together can really forge a strong working relationship between your lab and your accounts.

BACK TO THE TRENCHES A move to the fast-paced, hard-living world of CSRs isn’t necessarily the end of a journey. For a variety of reasons, even if you find that being a CSR is the right career move for you, there’s still the chance that you might someday find yourself back as an optician. In the event you do make that move, your time as a CSR can be valuable to seeing the dispensary in a whole new light: The advanced knowledge of optics you acquired will let you make more informed decisions about lenses; you’ll have a more realistic idea of turnaround time on jobs; you’ll have had hands-on

experience with lens products; and the multitude of smaller skills developed as a CSR will only help you to be better around the office during your day-to-day activities.

If nothing else though, your time as a CSR should give you a brand new perspective on whatever reps you find yourself dealing with from the other side of the table.

You’ve walked in their shoes now; led their lives. If you don’t take anything else away from having worked as a CSR, take a newfound respect for CSRs.

WAIT, DON’T GO! Don’t go running for the door. Some of what I said might sound like I’m trying to scare you. Some of it may have made it sound like being a lab CSR is the perfect job for you. This CE isn’t meant to judge either way: It’s to help you ask a serious question about whether it’s the right job for you, and if so, whether you’re ready to take that step.

Much of the advice I’ve given above is advice that I’m still in need of myself— being a CSR is a whole different beast from being an optician, and I’m still in the transitionary period. For example, my memory used to serve me exquisitely as an optician, while now I’m in serious need of that pen and paper, and in even more serious need of remembering to use it. As with any skilled job, one of the most important things you can do is be aware of your own mistakes and weaknesses, acknowledge them as such and work to improve them.

For many, being an optician will be the pinnacle of their personal optical experience and the most fulfilling position for them. For others, being a CSR will provide them with the challenges, rewards and responsibilities he or she finds lacking in their dispensary or OD’s office. It’s up to you individually to make the decision whether or not that step is for you. If not, it’s OK. If it is though, you’ll find that you’ve just taken the first step down the road to a challenging, exciting new career in a whole new part of the optical word. ■ July 2016 20/20 • 97

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S E L F - A S S E S S M E N T E X A M I N AT I O N 1. Before becoming a laboratory CSR, ABO certification is: a. Mandatory b. Unnecessary but preferable c. Completely meaningless d. Letters you attached to your name 2. Knowledge of frame aesthetics and cosmetics: a. Helps choose frames over the phone b. Makes you eligible for promotions c. Is largely meaningless as a CSR d. Will help win the CSR Cosmetology Award 3. As a CSR, your priority responsibility is: a. Bagging jobs b. Receiving frames c. Keeping accounts from knowing your address d. Answering the phone 4. Maintaining proper decorum with accounts is important because: a. They may take their business elsewhere if displeased with their CSR b. They may not like you and decide not to come to your birthday party c. Being rude to an account violates the ABO Code of Ethics d. It isn’t important 5. A good “default mode” when dealing with accounts is: a. Aggression b. Apathy c. Subservience d. Feigned confusion 6. The most important CSR skill to master is: a. Multitasking b. Aptitude with a tracer c. Edger repair and maintenance d. Surreptitiously breaking lenses 7. As a CSR, the only thing you’ll need to worry about is: a. Answering the phone b. Visiting accounts to discuss issues c. Tracing frames d. A multitude of activities not limited to one area 8. The best way to remember information is to: a. Sharpen your memory with skill games from the Nintendo Corporation b. Write it down 98 • July 2016 20/20

c. Form an eidetic memory with mnemonics d. Scientific data suggests that memory is a biological crapshoot. Be happy with what you have.

d. Insist on an air of mystery and anonymity

9. Documenting information as a CSR: a. Is unnecessary and time-consuming b. Can be helpful in the event of a dispute c. Takes up approximately 10 percent of your time d. Is illegal due to medical regulations

15. Personally greeting account staff when they call you up and engaging in some brief but polite small-talk: a. Is creepy and alienating b. Might get you a date with that cute optician at the Davison account c. Wastes valuable time. Be terse. d. Helps foster better relations between your lab and the account

10. As a CSR, communication skills: a. Only require “text speak” b. Might help you but are generally frivolous c. Can harm your career by making you look like an “egghead” or “Clavin” d. Are necessary to maintaining proper decorum and dealing efficiently with accounts

16. For regional finishing labs, a good way to help cement account relations is to: a. Stop by every night on the way home b. Give them lots of free fancy lenses c. Invite the staff to a tour of the lab and maybe a lunch to discuss needs d. Stay as far away from them as possible

11. A good way to develop an understanding of syntax, grammar and writing style is: a. Reading the classics of the western canon b. Reading newspapers c. Reading video game instruction manuals d. Reading Mad Magazine

17. Having a close, personal relationship with your accounts can come in handy when: a. A crisis emerges, and they trust you to get it taken care of b. You want to get free luxury frames c. You’re applying for a part-time job d. You need someone to water your plants

12. In the event that a concession must be made, or you’ve been reporting multiple breakages to an account: a. Ignore the account until everything blows over b. Charge full price of the job and hope they don’t notice c. Contact the account’s rep so that he or she can step in d. You will be docked exorbitant sums of money until the lab owns you 13. Reps are a valuable resource for CSRs because: a. They have firsthand experience with your accounts b. They make a lot of money and can buy you nice things c. Their knowledge of the territory coordinates shipping maps d. Reps are vastly more important than CSRs 14. If you have difficulty remembering people at your different accounts: a. Ask them for headshots to pin up on a bulletin board beside your desk b. Try following them on social media c. Call everyone “Bill.” They won’t notice.

18. Accounts with a DBA means: a. “Doing Business As” and is part of a complex financial fraud scheme b. “Donation Business Assortment” and is a charity-only company c. “Doing Business As” and allows an account to operate under a branded name d. “Don’t Bring Alcohol” and is a dispensary operated in a dry county 19. An important lesson to be taken from being a CSR upon returning to the dispensary is: a. How much you should really be paying for office supplies b. An appreciation for your CSRs c. The ability to negotiate a killer salary d. Being able to talk on the telephone while hand-edging a pair of -11.00 CR-39 lenses 20. Once you’ve become a CSR: a. You’re essentially blacklisted b. You’re pretty much guaranteed a cushy office job in 3 to 5 years c. You’ll never want to do anything else d. You return to opticianry with an expanded

knowledge of lab operations

Examination Answer Sheet 1 hour of CE credit by the American Board of Opticianry ~ Valid for credit through May 5, 2020 This exam can be taken online at www.2020mag.com. Upon passing the exam, you can view your results immediately. You can also view your test history at any time from the Web site.

At Your Service: Transitioning From the Dispensary to Lab Customer Service Directions: Select one answer for each question in the exam and completely darken the appropriate circle.

A minimum score of 80% is required to obtain a certificate.

Mail to: Jobson OptSC, PO Box 488, Canal Street Station, New York, NY 10013.

Payment: Remit $14.99 with this exam.

Check is enclosed (payable to Jobson Publishing).

Charge my: American Express Mastercard Visa Name on card: _________________________________________________________________________________________ Credit card #: __________________________________________________________________________________________ Expiration date: _________________________________________________________________________________________ Signature: _________________________________________________________________________________

1. A

B

C

D

11. A

B

C

D

1=Excellent

2=Very Good

3=Good

4=Fair

5=Poor

2. A

B

C

D

12. A

B

C

D

In questions 21-23 please rate the effectiveness of each activity:

3. A

B

C

D

13. A

B

C

D

21. Met the stated learning objectives?

1

2

3

4

5

D

22. Avoided commercial bias/influence?

1

2

3

4

5

23. How would you rate the overall quality of the material presented?

1

2

3

4

5

4. A

B

C

D

14. A

B

C

5. A

B

C

D

15. A

B

C

D

6. A

B

C

D

16. A

B

C

D

7. A

B

C

D

17. A

B

C

D

24. How were you directed to this course?

A 2020mag.com D Ohio Opticians Website

8. A

B

C

D

18. A

B

C

D

B OAA Website

9. A

B

C

D

19. A

B

C

D

C NYSSO Website

10. A

B

C

D

20. A

B

C

D

E Other

25. Please describe the office in which you work.

A Independent Optician

C Chain retail

B Independent Optometry

D HMO/Military/Other

Comments on this course: ____________________________________________________________________ Future Topics: ______________________________________________________________________________

Please retain a copy for your records. Please print clearly.

First Name Last Name E-Mail The following is your:

Home Address

Business Address

Business Name Address City

State Fax

Telephone # Profession:

Zip

Optician

Contact Lens Fitter

Other

By submitting this answer sheet, I certify that I have read the lesson in its entirety and completed the self-assessment exam personally based on the material presented. I have not obtained the answers to this exam by any fraudulent or improper means.

✂

Signature _________________________________________________________________________

Lesson 113139

Date ________________________

SJHI132

July 2016 20/20 • 99

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The online phenom is to their credit (or… perhaps… discredit!), and the fuel of seeing and then selling eyewear and sunwear direct from the red carpet falls under their distinct domain.

But for me it all started innocently enough with the cover of this album of two groups devoted to early Doo Wop songs. Those are NOT the band members on the cover. The center specs are definitely sunglasses but the others could go either way. In any case, in my pre-teen world those jackets and those specs left a lasting impression. The hats? Not so much.

—James J. Spina

PROUD TO GIVE BACK Projected 1,150,000 additional, incremental exams driven by Think About Your Eyes advertising, funded in part by The Vision Council.

“With any business, supporting your community makes a huge difference. It feels good to not only help our customers, but also combat blindness.”

BRITTANY GRABER, ABOC, president and owner, Ulla Eyewear; America’s Finest Retailer Fine-Alist; supporter of Combat Blindness International

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