Capital Investments
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vision care
product news SEP 2019
P42
ECPs Specializing in
EUROPEAN EYEWEAR P24
Expo Insider
VISION EXPO WEST
SPECIAL OFFERS P12
Contemporary
Yet True to Its Roots
MINI EYEWEAR FROM TURA P20
P RODU CT
I NFORMATION
FOR
O P TIC A L
P E O P L E
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V ISIO NCA RE P RO D U C T S . C O M
SEE WHAT’S NEW FROM YOUNGER OPTICS! AT VISION EXPO WEST BOOTH LP7087 David Rips, CEO
©2019 REBECCA MINKOFF. Eyewear produced and distributed exclusively by Safilo USA, INC. 1.800.631.1188. All rights reserved. Style: Indio 1/G
Contents.
VC P N S E P T E M B E R 2 019
ON THE COVER Inspired by the car introduced six decades ago, the new Mini Eyewear collection from Tura is contemporary yet true to its roots, individual and non-conformist.
16 UPFRONT VIEWS 6 THINK ABOUT YOUR EYES 8 Guest Editorial by Laurel O’Connor + Justin Bazan, OD
VCPN INSIDER 10 EXPO INSIDER 12
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34
40
BUSINESS SOLUTIONS
EYEWEAR + FASHION
DO THE RIGHT THING 14
360° UNCONVENTIONAL URBAN APPEAL 20
By Colin Connors, OD
CRACKING THE CODE 16 By Jessica Goebert + Alana Whitaker
NEW 18
Mini Eyewear From Tura
TRENDS 22 The Future’s Bright
Continued on page 4
S E P T M E B E R 2 019 VC P N | 1
Contents.
VC P N S E P T E M B E R 2 019
SEPTEMBER 2019 VOL 19, ISSUE 8
EDITORIAL STAFF VICE PRESIDENT, EDITORIAL John Sailer JSailer@FVMG.com
EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com
CREATIVE DIRECTOR Kat McBride KMcBride@FVMG.com
p g. 24
Check out our feature on European Eyewear. Continued from page 1
EUROPEAN STYLE 24 By John Sailer
Petite Optique 26 OPTIK! European Eyewear 28 Malibu Eye Center Optometry 30 European Eyeware 32
NEW 34
VISION CARE TECHNOLOGY
CAPITAL INVESTMENTS 42 NEW 44 20 QUESTIONS 45 With Perry Brill, Brill Eye Center, Mission, KS
CONTRIBUTING WRITERS Colin Connors, OD Jessica Goebert Alana Whitaker
EDITOR EMERITUS Ed De Gennaro, MEd, ABOM EDeGennaro@FVMG.com
BUSINESS STAFF PRESIDENT & PUBLISHER Terry Tanker TTanker@FVMG.com
CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 47
REGIONAL SALES MANAGER Eric Hagerman EHagerman@FVMG.com
WHAT CAN YOU DO? 40 By Cara Aidone Huzinec
VISIONCAREPRODUCTNEWS
VCPN_MAGAZINE
VISIONCAREPRODUCTNEWS
SHOWCASE/VCPN
For subscription information email Sub@VisionCareProducts.com VCPN (ISSN 1549-6716) Copyright © 2019 is published monthly except January, by JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440-731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. Postmaster: Send address changes to VCPN, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039. SUBSCRIPTIONS: 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039 or online at visioncareproducts.com. Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years. Contact publisher for overseas rates. Copyright © 2019 by JFT Properties LLC. No part of this publication may be reproduced without written permission of the publisher. The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by JFT Properties LLC. Throughout this publication, trademark names are used. Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only, with no intention of infringement of the trademark.
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V I S I O N C A R E P RO D U C T N E WS . C O M
The Brilliant Choice M AU I B R I L L I A N T ™ G I V E S YO U T H E B E S T W I T H O U T CO M P R O M I S E The most advanced Maui Jim proprietary lens material combines optics nearly as crisp as glass, but with just one-third of the weight. Available in prescription and non-prescription.
A B B E VA L U E M AT E R I A L CO M PA R I S O N
Human eye ABBE 50
Polycarbonate ABBE 30
©2019 Maui Jim, Inc.
MauiBrilliant ABBE 56
SuperThin Glass ABBE 58
ABBE values shown out of a maximum of 59 (Crown glass)
Views.
ENJOY the VEW
H JOHN SAILER VP, EDITORIAL
ow do you do VEW? If there’s one thing that the eyecare professionals we regularly interview for the articles in VCPN agree on is that attending optical trade shows is essential. Invariably, when we ask, “How do you find the frames you use to fill your boards?” we’re told that traveling to one of the optical industry’s international trade shows is among the best ways to source new frames . . . and so much more. In the U.S., that means Vision Expo, East in the spring and West in September. This month’s “20 Questions With” interview subject, Perry Brill of Brill Eye Center in Mission, KS, put it this way when asked to give advice to other independent eyecare professionals: “You have to go to a major trade show, which would be Vision Expo West or East in the U.S. It’s competitive out there, and you need to be pairing with the right vendors.” Good advice and good timing because at this time of year, the entire optical industry is focused on Vision Expo West from September 18 to 20, when 15,000 eyecare professionals will converge on Las Vegas for both education and exhibits (as well as some fun thrown in during the many social events). While Perry says “You can take classes if you want,” he feels that “simply visiting booths and talking to them is best.” His game plan? “I don’t
make appointments even with my current frame vendors. I don’t like being held down like that. I like to walk the floor and browse around. I’m always looking for that next product, something way out in left field that is going to be a differentiator.” Of course, Vision Expo is far more than just the exhibitors, and with over 300 hours of educational content presented by more than 200 speakers there are numerous opportunities to
You have to go to a major trade show, which would be Vision Expo West or East in the U.S. boost your knowledge of the profession through presentations from other eyecare professionals sharing their experiences and expertise. Then, beyond the various educational tracks, additional learning opportunities continue being added. This year Vision Expo West will also include EyeInnovate Marketing Workshops presented by Marketing4ecps, a Global Contact Lens Forum sponsored by three major contact lens companies (Johnson & Johnson Vision, CooperVision and Bausch + Lomb), and a complete myopia track as well as an interactive session on myopia offered by the Brien Holden Vision Institute.
Also new this year will be the Battle at the Sands: Case Challenges in Optometry competition, in which eight panelists will present cases that highlight imaging technology for a chance to be named the winner followed by a free imaging workshop. In some cases, the subject matter will go beyond optical and into the realm of business advice and inspiration. Now that OptiCon has become a part of Vision Expo, it will feature as part of its EYE2EYE Series a presentation by Rebecca Alexander, psychotherapist, extreme athlete, activist and author of the memoir Not Fade Away. Born with Usher syndrome type III, a disease that leads to loss of both vision and hearing, Alexander will share her personal story in her presentation, Climbing Ever Higher: An Inspirational Story About True Vision. In addition, the new Leadership Forum with Roberto Monaco will present attendees with three inspirational and business-focused courses. Specifically designed for the optical industry, these courses will teach attendees how to increase their leadership effectiveness, eliminate a negative mindset, embrace and implement change, and improve communication skills. Come for the exhibits, participate in the educational opportunities, network with your peers and vendors, and of course, be sure to have some fun at the numerous receptions, events and other social engagements. See you at the show! n
Email me at JSailer@FVMG.com 6 | VC P N S E M P T E M B E R 2 019
V I S I O N C A R E P RO D U C T N E WS . C O M
Think About Your Eyes.
SOCIAL MEDIA Where to start? By Laurel O’Connor and Justin Bazan, OD
A
social media presence takes mere minutes to launch. Maintaining it can take a bit more time. Between content, post cadence and engaging with the audience, a social presence can seem like a full-time job for office staff. However, creating a post and checking in on comments and engagement takes only a few moments a day . . . even less once you get the hang of it. First, figure out the purpose of each channel and how you’ll use it. Do you want to share vision news stories and tips? Twitter is the channel for you, but keep in mind that Twitter feeds move fast, so to stay relevant, you’ll have to update multiple times a week or schedule posts to go live. Additionally, engaging with other accounts on Twitter is a large part of the channel, so make sure to check the feed and respond, retweet and like tweets. Instagram requires a bit more thought, as the entire channel is photo driven. It’s a great platform to showcase updates to your office, new products, announce staff birthdays and post seasonal photos, reminding patients to schedule an eye exam, protect against UV rays and other seasonal reminders. Instagram stories provide a quick and easy way to show a whimsical side of your practice, utilizing GIFs, “stickers” and text on top of photos and videos. Patients are
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Think About Your Eyes has implemented a wide-reaching social media strategy to ensure ads and posts appear in front of patients who are most likely to act on the messaging. turning to Instagram more and more for information and to get questions answered, so the account needs to be monitored for any patient comments that require a response. Facebook is where most of us start with an online presence, patients included. They can ask questions, leave reviews and find out basic information about your practice, like a phone number and hours. But there’s so much more to this site when it comes to engagement. Everything you accomplish on Instagram and Twitter can also be accomplished on Facebook, plus enhanced patient communication. It’s where true community building starts, where you can make your practice relevant to your patients’ lives outside of an appointment or office visit. Facebook’s algorithm is constantly updating and favoring posts with paid support behind them. Adding paid support behind posts can reach a larger audience across Facebook and Instagram. Think About Your Eyes (TAYE), the campaign to promote annual eye exams, has implemented a wide-reaching social media strategy to ensure ads and posts appear in front of patients who are most likely to act on the messaging found in TAYE posts.
TAYE recently expanded its online presence by partnering with The Daily Bumps, a YouTube family with more than four million subscribers, to emphasize vision health and the importance of annual eye exams. Find out more and follow along their eye-opening family road trip on the TAYE Facebook and Instagram page. n Laurel O’Connor is the senior communications manager for Think About Your Eyes. Justin Bazan, OD, is the founder of Park Slope Eye in Brooklyn, NY, and one of the 22,000 eye doctors featured on the Think About Your Eyes online doctor locator. First Vision Media Group is a media partner of Think About Your Eyes.
V I S I O N C A R E P RO D U C T N E WS . C O M
©2019 COSTA DEL MAR, INC. ALL RIGHTS RESERVED.
Insider. LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW. TV STAR SHARES ESSILOR 20/20 VISION PLEDGE Marsai Martin, star of the ABC Emmy-nominated comedy “Black-ish,” has partnered with Essilor of America to encourage parents to sign the Essilor 20/20 Vision Pledge to prioritize high quality vision solutions for their children and for the opportunity to win eyeglasses for their entire school. The partnership comes amid growing concern of myopia to children’s vision health. While one in four parents have a child with myopia, studies show that nearly half of all children under the age of six aren’t receiving regular eye examinations. The Essilor 20/20 Vision Pledge is a new campaign introduced by Essilor of America and Marsai Martin that encourages parents to take immediate action to prioritize their children’s best vision, a critical element for education success this back-to-school season.
VSP CARES FOR STUDENT-ATHLETES For the fourth year in a row, VSP Eyes of Hope partnered with VSP network doctor and sports vision specialist, Keith Smithson, OD, to provide access to no-cost comprehensive eye exams and Nike glasses to nearly 50 student-athletes attending the Washington Nationals Youth Baseball Academy. All who attended received a pair of Nike sunglasses (Skylon Ace XV Jr). Additionally, students from Salus University volunteered alongside Smithson, co-founder of Sports Vision Pros and the director of visual performance for the Washington Nationals. He has led this annual outreach with the support and collaboration of VSP Eyes of Hope and Marchon Eyewear. VSPGlobal.com/CMS/VSPGlobal-Outreach/ home.html
800.542.5668 2020VisionPledge.com
NFL PLAYERS JOIN TEAM OAKLEY A second and third football player joined Team Oakley. JuJu Smith-Schuster of the Pittsburgh Steelers and Derwin James Jr. (right) of the Los Angeles Chargers join Patrick Mahomes II of the Kansas City Chiefs. Both will wear Oakley’s Football Shield with Prizm Clear on the field, and off the field Smith-Schuster will wear a range of lifestyle eyewear, including Frogskins Mix, Sutro, Apparition and more, while James will wear Sutro, EVZero Blades, Coldfuse and more off the field. 800.733.6255 Oakley.com
TAKE THE CHALLENGE Optometry Giving Sight’s largest fundraising campaign of the year is the World Sight Day Challenge, focused on Oct. 10 (World Sight Day) and continuing through the end of October, funding eyecare projects that help transform the lives of some of the 1.22 billion people around the world who are blind or vision-impaired. Thousands of optometrists, staff members, patients and students take the World Sight Day Challenge by making a tax-deductible donation and/or raising funds in their practice, school or company. Members of the World Sight Day Challenge Coalition include ABB Optical, Alcon, Bausch + Lomb, CooperVision, EyePromise, Vision Source, VSP and WestGroupe. 888.OGS.GIVE GivingSight.org/Giving/World-Sight-Day-Challenge
To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER 10 | VC P N S E P T E M B E R 2 019
V I S I O N C A R E P RO D U C T N E WS . C O M
vision care
product news
Insider. BOSTON HOTEL OPENS SUNGLASS BAR
IN SUPPORT OF CHILDREN’S VISION
American eyewear company Randolph Engineering has opened a sunglass bar in the lobby of the Kimpton Onyx Hotel in Boston. Guests who forgot or lost their sunglasses can borrow Randolph sunglasses during their stay. The partnership supports Kimpton’s “Forgot It We Got It” program. The hotel’s general manager said, “Over the years, we’ve learned that sunglasses are one of the top items that are often forgotten or left behind when guests travel. We’re known for offering hyperlocal experiences and amenities, and we couldn’t be more excited or proud to be collaborating with such a stylish, family-owned company like Randolph right here in our very own backyard.”
The National Center for Children’s Vision and Eye Health at Prevent Blindness (NCCVEH) received a second year of funding in the amount of $300,000 from the federal Health Resources and Services Administration’s Maternal and Child Health Bureau. The funding will support the Center’s ongoing work to improve eye health in at-risk, minority and vulnerable populations of young children by the year 2021, continuing the “Better Vision Together Community of Practice” program peer-to-peer mentorship and learning opportunity for eight communities and states, which addresses all components of the vision and eye health system for children, including vision screening and access to eyecare, parents/caregiver education and engagement, data collection and professional education.
800.541.1405 RandolphUSA.com
SAO OFFERS TELEMEDICINE CERTIFICATION The Society to Advance Opticianry (SAO) will unveil a new certification program plan that provides new opportunities for credentialed opticians and other industry professionals to qualify and serve the public as a “Certified Visual Assessment Specialist” in Ophthalmic Telemedicine. The program will be announced during Vision Expo West in Las Vegas. 512.657.2020 OphthalmicOptician.org
SAFILO MARKETING GOES ECO-FRIENDLY
MERGER FORMS KEPLR VISION
800.331.2020 NationalCenter.PreventBlindness.org/ Better-Vision-Together
E-COMMERCE FOR ECPS
Beginning with the fall 2019 selling season, all of Safilo’s globally produced pointof-purchase marketing materials will be FSC certified, which ensures that items come from responsibly managed forests that provide environmental, social and economic benefits. The FSC, an acronym for Forest Stewardship Council, is an independent, non-profit organization that protects forests for future generations. The FSC certification is part of a broader set of technical and environmental innovations and social initiatives that the company is already implementing.
Total ECP (backed by Imperial Capital) and Vision Eye Partners have merged to form Keplr Vision, a business support services company built to invest in medically focused optometry practices. With 80 clinics across 19 states under management, Keplr is led by CEO Nick Williams (above), Ben Gaddie, OD, as chief medical officer, and Adam Rosengren as chief operating officer. Keplr’s medical leadership team includes noted thought leaders and lecturers Alan Glazier, OD, FAAO; Neil Gailmard, OD, MBA, FAAO; Paul Karpecki, OD, FAAO; and Eric Schmidt, OD, FAAO. Jay Binkowitz is EVP of professional relations for new investment opportunities.
Compulink Healthcare Solutions has acquired the MyEyeStore e-commerce solution in ophthalmic healthcare, focusing primarily on contact lens reordering with the ability for optometry and ophthalmology practices to also sell other recommended products directly to the patient. “We expect this acquisition and subsequent integration into our all-in-one solution to increase the capture rate of contact lens reorders by 25-50%, depending on the practice, and with minimal effort from our clients,” said Link Wilson, CEO and product architect for Compulink. Patients will be able to order contact lenses, solutions and any other products directly from the provider.
800.631.1188 Safilo.com
Info@KeplrVision KeplrVision.com
800.456.4522 CompulinkAdvantage.com
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Insider. MAKE THE MOST OF YOUR VISION EXPO WEST EXPERIENCE WITH THESE SPECIAL OFFERS. HAT TRICK Booth #G23043 Etnia Barcelona is offering three VEW specials: 50 frames with net 30/60/90 billing, receive five frames free; 36 frames with 30/60 billing and receive three; buy 25 frames with net 30 billing and receive one. 800.553.8642 EtniaBarcelona.com
expo
LUCKY STRIKE Booth #13026
SPECIAL PROTECTION
Pre-book a show appointment at Modern Optical and place any size order at the show to draw two “ModMoney” chips for a chance to win up to $200 cash. New customers who open an account at the show and make an initial order of at least $250 will receive a $250 voucher toward a future order.
Save big on the ZEISS C-UV Protect device with a VEW-only special price of $495. Under UV light and using a special camera, lenses will show just how much UV protection they offer: the clearer the lenses, the less UV protection.
800.323.2409 ModernOptical.com
PLETHORA OF PROMOS
786.803.8881 ThemaOptical.com
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866.596.5467 Zeiss.com/Lenses
GOING GREEN AT COSTA
Booth #G21049
Customize an iGreen kids collection of 15 or more pieces for $62/piece and purchase more than 15 iGreen Plus frames to receive a display with four interchangeable clips. And there’s more: purchase 35 pieces from the Private Label and get 20% off plus free personalization; buy 30-plus pieces of O-Six, PHP or VG for a 10% discount. Receive a freestanding display, 100 front color chips, 32-single temple sample set, 12, 2-ounce bottles of cleaning and lab solution with a 45-piece acetate order. Orders of 30 pieces will receive 10 free sets of temples.
Booth #LP8065
Booth #20065
READY, SET, ACTIVATE Booth #16070
See a live demonstration of VSP Optics’ new SunSync Elite XT photochromic lenses at the booth. Lenses feature fast fade-back speed, 100% UV protection and in-car color retention. OpticsInfo@VSP.com VSPOpticsGroup.com
ECPs who visit Costa’s booth can enter for a chance to win plano sunglasses each day of the show. Plus, Costa will continue to highlight the Kick Plastic Lens Recycling Program, an innovative program that encourages eyecare professionals to collect, recycle and repurpose plastic lenses (optical demo lenses and sunglass lenses). 800.447.3700 B2B.CostaDelMar.com
V I S I O N C A R E P RO D U C T N E WS . C O M
Insider. LEARN FROM A PRO Booth #LP11087
Register now to participate in six free workshops at 10am on Thursday and Friday hosted by Santinelli at its booth. Participants will receive free gifts and Certificates of Completion. Hands-on workshops include working with spring hinges, assembling rimless, three-piece compression mount frames and standard frame alignment. Visit SiosOptical.com/ Workshops to reserve your seat.
expo
800.644.3343 Santinelli.com
NOT-SO-SECRET CODE Booth #LP13079
When at OptiSource, mention code “VCPN” for show specials, plus save up to $2,500 and get free shipping when you order the Top Lens Cleaner Bundle, which includes 2-ounce spray bottles, microfiber cloths, boutique bags and frame cases. 800.678.4768 1-800-OptiSource.com
WEAR IT LIKE A CHAMP Booth #16043
Make your way to L’Amy to receive a free long sleeve Champion t-shirt with a custom Champion patch while supplies last. Current L’Amy customers also have access to the VIP area and will receive Las Vegas-themed patches with VIP tickets. New customers who place orders at the show will receive VIP member status. Plus, artist Andre Trenier will create custom artwork at the show. 800.243.6350 LAmyAmerica.com
SAVINGS IN EXCESS AT EYEFINITY Booth #13065 Pop by Eyefinity to learn about updates to Eyefinity Practice Management and Eyefinity EHR and find show-special discounts on its Eyefinity cloud solution. 800.269.3666 Eyefinity.com
COLLECT TO WIN
Booth #LP9105 Stop by Transitions Optical for a chance to win an iPad Mini by collecting building blocks when you visit Transitions and several partner booths. 800.848.1506 Transitions.com
V I S I O N C A R E P RO D U C T N E WS . C O M
A NEW VIEW Booth LP4233
To launch its new Paradigm collection, Kenmark Eyewear created an interactive tunnel full of product and giveaways at its booth. Purchase frames from the brand and receive a jumbo tote bag. 800.627.2898 KenmarkEyewear.com
S E P T E M B E R 2 019 VC P N | 13
PhilanthrOptic.
DO THE right thing CONTINUING THE LEGACY OF PARTICIPATING IN THE WORLD SIGHT DAY CHALLENGE BY DONATING TO OPTOMETRY GIVING SIGHT. By Colin Connors, OD
P
eople say doing the right thing for the right reasons will lead to success. I believe it and have been happy to see it happen so many times in my own practice, Isthmus Eye Care in both Madison and Middleton, WI. Isthmus Eye Care was formed in 1997 to stretch our mission and patient care from the west side of Madison to the east side, bridging out to serve, educate our patients about their eyes and improve their quality of life. Those goals and ideals I knew well as they had been instilled in me for a long time. My father, Vic Connors, one of the founders of Isthmus Eye Care, believed strongly in this. He believed that the gift of sight and the ability to help bring sight to others are among the most fundamentally noble things anyone can do, bringing an immediate palpable difference in a person’s life. After his role as AOA president, then the World Council of Optometry, he found one of the great joys of his life, working with Optometry Giving Sight (OGS). I’m proud to say it has been a strong and important part of our practice since 2005. Though we have wonderful new partners and doctors, a new clinic, new families and patients who come through our doors, our choice to make OGS and World Sight Day a fixture in our practice and mission has become bedrock. Each and every year we’ve chosen to donate with every pair of glasses we sell. We enjoy sharing the work OGS does with our patients, giving updates on the programs 14 | VC P N S E P T E M B E R 2 019
The gift of sight and the ability to help bring sight to others are among the most fundamentally noble things anyone can do, bringing an immediate palpable difference in a person’s life. and countries that they are supporting through their donations. As October and the World Sight Day Challenge rolls around, our wonderful staff members work hard to get the word out, each year sitting down to challenge ourselves on how we can reach more and do better than the year before. Weekly meetings are spent reeducating ourselves about OGS’s new goals and projects, sharing videos of projects. We go over our goals and stories and those of our patients. It’s always amazing how giving affects people and brings them together. Our offices have a good, friendly rivalry going every year, and every year the goals go up. Our optical is packed with decorations, cookies and cupcakes and even door prizes some years. What brings everyone back is the good feeling of community and doing something a little bit more. So many long-term patients come in specifically to donate on World Sight Day, surprising us and bringing a smile.
This mission and these goals can change people and help create a culture. We believe in our own community. Where we live and the people in it are some of the best around. They are our coworkers, our families, our neighbors. We believe that getting our community involved and engaged with World Sight Day builds stronger ties, happier people and more fulfillment. We hear it in their donation stories and see it in our staff members, making a bigger difference than they thought they could, reaching further than we ever expected. n For more information about Optometry Giving Sight and how you can participate in the World Sight Day Challenge, a fall campaign focused on the second Thursday of every October, please go to GivingSight. org or call 303.526.0430. A collaboration between Optometry Giving Sight and Vision Care Product News, this article is one of a series leading up to World Sight Day 2019. V I S I O N C A R E P RO D U C T N E WS . C O M
For work play and a
special day Patients want multiple pairs of eyewear to enhance the way they live. Help make them easier to purchase from your practice with promotional financing options* available through the CareCredit credit card. Visit booth #13058 at Vision Expo West. Or call for more information and enroll at no cost today^.
866.853.8432
www.carecredit.com
visioninfo@carecredit.com
*Subject to credit approval. Minimum monthly payments required. See carecredit.com for details. ^Subject to change. VCPN0318OA
Social Media.
Cracking
THE CODE OPTIMIZE SOCIAL MEDIA LIKE A #PRO WITH THESE TIPS LEARNED WHILE GROWING THE OPTICAL WOMEN’S ASSOCIATION FOLLOWING BY 400% IN LESS THAN A YEAR.
By Jessica Goebert and Alana Whitaker
I
n our increasingly digital world with over 3.5 billion active users globally, social media has quickly become one of the most essential business tools for driving brand storytelling and awareness, generating sales leads and creating a closer connection with your customers. Social has become embedded into the fabric of the modern day marketing strategy, and whether we like to admit it or not, it can really make or break your business. We will be the first ones to admit it: social media can be discouraging and exhausting at times, especially since it is ever-changing. When we decided to re-launch social media for the OWA last year, we felt the same way you do (OVERWHELMED!), but with the right strategy, consistency and a little love, we were able to transform our platform into a dynamic voice for the optical community. ht social media platform paired with the right tools can generate That’s why areconsider sharing the most successfew of the top app hacks that youwe should using A.S.A.P.! ful tips and tricks we have learned to help you optimize social media like a #pro!
invites and more, this simplified graphic-design tool offers a number of y marketer with no design experience create engaging content for free.
LESS IS SOMETIMES MORE We all know the expression “less is more,” and inthis thephoto world oftool social pyright infringement laws, gallery offersmedia, access to this over is very n stock photos thatimportant can be downloaded used, royalty-free. when and deciding which social platforms you are going to dedicate resourcetic is everything es andand with this unique tool,you you can time to.planning Before cancurate understand g and drop photo grid. The app also saves you time, by auto-posting which platform is right, you will les as a planner and analytics’ tracker, allowing you to schedule up need to ories) a month, free of charge. Other optionsmedia worth considering for identify define your social goals and clude Buffer, Hootsuite and Tailwind. your target audience to understand where you will have the most effective reach.
ber of eyecare-specific agencies and outlets that you can enlist to ocial media strategy including OWA members such as The Social MASTERING YOUR STORY (TELLING) d CaliforniaGlassesGirl, to name a few.
From maximizing awareness and improving
brand loyalty to creating a more authentic line of communication, powerful storytelling is among the most essential aspects of social media. While people spend more time online these days, the average attention span is a shocking 8 to 12 seconds. (That’s less than a goldfish!) You must build a strong narrative that is authentic to your brand and backed by consistent messaging, content and visual aesthetics. This was one of the most important challenges we had to tackle when re-branding the OWA’s social media channels, keeping our messaging in line with our core mission of promoting the professional development of women
in eyecare. We discovered that industry articles and leadership advice were the most effective, but we needed to take a fresher, more youthful approach in order to connect with the next generation of optical women. By establishing a cohesive aesthetic and creating the right balance of inspirational and member-based content, we were able to organically grow our following by 400% in less than a year. LOAD UP YOUR SOCIAL TOOL BELT Being a non-profit, the OWA relies on volunteer support for all of our committees, so we know more than anyone that limited time
Pro Tip: If you are an optical practice, you can leverage your relationships with your eyewear vendors to receive social media support through marketing value. Companies such as De Rigo REM offer these types of tools, so it’s worth reaching out to see what assets can be shared and if they offer a co-op program that can unlock free marketing dollars.
Social Media Demographics
social media platform
LinkedIn*
YouTube
monthly users
2.4 billion
1 billion
330 million
300 million
1.9 billion
customer demographic
43% female 57% male
52% female 48% male
31% female 69% male
43% female 57% male
38% female 62% male
age range
25 - 34
18 - 34
18 - 29
30 - 49
18 - 34
type of content
image, video, article/blog link, text, stories
image, video, stories
image, video, article/blog link, text
image, video, article/blog link, text
video
*#1 channel B2B Marketers Use
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V I S I O N C A R E P RO D U C T N E WS . C O M
Social Media. Social Media Demographics
social media platform
LinkedIn*
YouTube
monthly users
2.4 billion
1 billion
330 million
300 million
1.9 billion
customer demographic
43% female 57% male
52% female 48% male
31% female 69% male
43% female 57% male
38% female 62% male
age range
25 - 34
18 - 34
18 - 29
30 - 49
18 - 34
type of content
image, video, article/blog link, text, stories
image, video, stories
image, video, article/blog link, text
image, video, article/blog link, text
video
and resources can take a toll on sustaining a strong social media strategy. That’s why, with the addition of some key social medial hacks, we were able to elevate our approach and compensate for areas we were lacking in without additional dollars or personnel. Review the embedded infographics for some of our favorites to consider adding to your social tool kit. SHARE, EDUCATE, PROMOTE While social media is continuously evolving and there is not a magical combination of numbers that will significantly increase your presence overnight, utilizing the 80/20 rule when posting
will help diversify your content, build authentici*#1 channel B2B Marketers Use ty among your followers and boost engagement. The 80/20 rule states that while 80% of your posts should inform, educate and entertain your audience with relevant topics they would enjoy, only 20% of your posts should directly promote yourself or your business. RULES OF ENGAGEMENT Before you put your strategy to the test, take a closer look at engagement. This is the most important way to genuinely grow your business. Here are some ways to maximize: ✓ Harness the power of a hashtag by using
Pro Tip: Build structure and stay organized by creating a monthly social content calendar to pre-plan your content, messaging and post schedule in advance. There are many sources out there offering free templates from Hootsuite, Hubspot and more. As an exclusive benefit for VCPN readers, get a free September content calendar download at AlanaWhitaker.com/resources with code VCPN.
the best tags to help attract the right customers. ✓ Build your relationship with key industry micro-influencers by engaging in topical conversations and re-sharing relevant posts to keep your brand top of mind. ✓ Be social too! Encourage your followers to comment, like and share your posts, and make sure you are joining in on the fun. ✓ Regularly incorporate stories and livestreams to build a closer connection. ✓ Run a contest to raise brand awareness. Everyone loves winning! n Jessica Goebert, head of p.r. and industry relations at De Rigo REM, and Alana Whitaker, Ray-Ban sales consultant (San Diego) at Luxottica, both currently serve on the Optical Women’s Association’s digital committee. Founded in 1997 as a non-profit, the Optical Women’s Association is committed to supporting and promoting the professional development of women involved in all facets of the optical industry. OpticalWomen.com
Social Media Image Size Cheat Sheet
Instagram social media platform
Canva Unsplash
Planoly Planoly Backup Support
With so much pressure around copyright infringement laws, this photo gallery tool offers access to over one million beautiful high-resolution stock photos that can be downloaded and used, royalty-free.
monthly users
Twitter When it comes to Instagram, aesthetic is everything and with this unique planning tool, you can curate the perfect feed with a custom drag and drop photo grid. The app also saves you time, by auto-posting for you. As a bonus, this app doubles as a planner and analytics’ tracker, allowing you to schedule up to 30 posts (including Instagram stories) a month, free of charge. Other options worth considering for use on multiple social platforms include Buffer, Hootsuite and Tailwind. As an alternative, there are a number of eyecare-specific agencies and outlets that you can enlist to help with different facets of your social media strategy including OWA members such as The Social Eye, 4ECPS, GlamOptometrist and CaliforniaGlassesGirl, to name a few.
V I S I O N C A R E P RO D U C T N E WS . C O M
Profile Image: 180 x 180 px Cover Image: 820 x 312 px Shared Post Image: 1200 x 630 px Facebook Stories: 1080 x 1920 px Event Cover: 1920 x 1080 px Shared Video: 1280 x 720 px Video Length: Max 120 minutes
• • • • •
Social Media Management 101 The right social media platform paired with the right tools can generate some of the most engaging campaigns. Here are a few of the top app hacks that you should consider using A.S.A.P.!
From social media images to event invites and more, this simplified graphic-design tool offers a number of eye-catching templates to help any marketer with no design experience create engaging content for free.
• • • • • • •
customer demographic
age range
type of
LinkedIn content
Profile Image: 110 x 110 px Shared Post Photos: 1080 x 1080 px Stories Resolution: 1080 x 1920 px Stories Length: 15 secs max Social Shared Video: 1080 x 1080, 1080 x 1350, 1080 x 608, 1080 x 1080 px • Video Length: Max 60 Seconds
Media Demog
• Profile Image: 400 x 400 px • Header Image: 1500 x 500 px •Facebook In-stream Image: 506 x 253 px Instagram • Landscape Video: 320 x 180, 640 x 360 and 1280 x 720 px 2.4 billion 1 billion • Portrait Video: 240 x 240, 480 x 480 and 640 x 640 px •43% Video Length: Max 140 seconds female 52% female • • • • •
57% male
48% male
Company Cover: 1536 x 768 px Company Logo: 300 x 300 px Company 220- 34 px 25 - 34 Page Banner: 646 x18 Shared Post Image: 1104 x 736 px Shared Video: 480 x 360, 640 x 360, image, 960 xvideo, 720, 1280 x 720, 1440 x image, video, article/blog link, 1080, 1920 x 1080 px stories stories •text, Video Length: max 10 minutes
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Twi 330
31% f 69% 18
image article/b te
New. COMPLIANT TELEMEDICINE PLATFORM UPDATED EyecareLive 2.0 is the latest update for this telemedicine platform built by doctors for doctors. The update features EyecareLive’s proprietary messaging system, ECLink, which allows for quicker and more secure HIPAA-compliant doctor-patient communication, as well as functionality for group messaging and doctor-staff messaging. EyecareLive’s new and improved patient app includes several tests for monitoring the health of patient’s eyes. According to the company, EyecareLive complies with all aspects of the American Optometric Association Guidelines for Responsible Telemedicine. 415.890.3937 EyecareLive.com
IRIS ENHANCES THE RETAIL EXPERIENCE The Eye Designs Group has introduced IRIS (Intelligent Retail Integrated Solutions) for the changing retail environment and how customers shop. IRIS links your patients’ virtual lives to their physical experience in your office, communicating to your customers utilizing smart devices that assist with education and sales. IRIS Experience Centers include iPad applications, RFID technology, digital patient interaction and multimedia enhancements designed to connect patients, deliver information and create a memorable shopping experience. 800.346.8090 EyeDesigns.com
TRANSITIONS LAUNCHES FACEBOOK VTO
VTO WORKS FROM SELFIES
Transitions Optical’s augmented reality try-on experience uses the Facebook camera to allow users to see themselves in all 13 Transitions lens colors. Users can activate the Transitions Facebook Try-on by clicking on a link that’s on the Transitions Facebook Page or by scanning the QR code with their Facebook app (to find the QR code scanner, simply type “QR code” in the top of the Facebook search bar). At the website, ECPs can download resources and social creative with draft posts to share on their page.
PlanetVA has launched vmPRO, its latest eyewear virtual try-on platform. By taking a selfie the app creates a 3D face model of the user in seconds. This app leverages current augmented reality trends and the latest artificial intelligence algorithms to allow the user to view their eyewear in every possible direction simply by dragging the face. Its unique reflection simulation permits the user to experience premium lens features in real time.
800.848.1506 TransitionsPRO.com/FacebookTryOn
917.789.5948 PlanetVA.com
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Thursday, September 19, 2019 12:00 pm – 1:30 pm Venetian Level 3 – Lido, Room 3104 Everyone welcome, including non-members. Advanced registration is required at www.opticalwomen.com
Brave Leadership: Unleash Your Most Confident, Authentic, and Powerful Self to Get the Results You Need draws from years of working with leaders across all industries and the latest research in psychology, sociology, business, and the arts. Based on the best-selling book by Kimberly Davis, this provocative and inspiring session will bridge traditional how-to with a personal development approach to demystify what it takes to be the brave leader you were born to be. Sponsored by ABB Optical Group + Unity Progressive Lenses, this year’s Connection Series event features author and speaker Kimberly Davis, an expert on authentic leadership. Ms. Davis teaches leadership programs worldwide, most notably her OnStage Leadership program, which runs in New York City and Dallas, Texas, as well as in organizations across the nation. Lunch is included with your registration.
Enjoy hors d’oeuvres and cocktails while networking with friends! Back by popular demand is our online auction with mobile bidding, alongside our traditional raffle, offering designer items, travel packages, gift certificates, and much more. All proceeds go to Professional Development Programs.
Friday, September 20, 2019 6:00 – 7:30 pm Venetian Level 3 – Lido Room 3104 Everyone welcome, including non-members. Complimentary admission. Advance registration is required at www.opticalwomen.com OWA thanks its
PLATINUM
2019 Professional Development Sponsors for their
GOLD
generous support and belief in its mission to enhance and promote the leadership role of women
SILVER
in the optical industry through networking, education, and
FRIENDS OF OWA
peer support. For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com Our thanks to Vision Care Product News for providing this space for OWA’s message.
ARE YOU GIVING YOUR PATIENTS THE VISION THEY DESERVE? INTRODUCING
GOOD ENOUGH, IS NOT GOOD ENOUGH. You may think your patients can’t tell the difference between progressive lenses, but when it comes to their everyday lives, the difference is clear. Varilux® lenses provide patients with a unique visual experience that they will seek out time and time again.
My new lenses help me appreciate things. Before, I just glanced over because the view wasn’t as clear or brilliant.
I find that I don’t have to struggle focusing from the newspaper to the TV screen and back again.
LATANYA B.
JOE C.
I see perfectly well. I notice that I have not had to take my glasses on and off.”
ANDREA R.
Participants were compensated for their time. Their thoughts and reactions were captured before any knowledge that they were receiving Varilux lenses.
Join the Varilux Challenge and earn a $15 gift card when you share your experience after switching your patients to Varilux® X Series™ lenses from their standard lenses.*
HOW TO PARTICIPATE STEP 1
Go to VariluxChallenge.com
STEP 2
Watch videos of real patients offering real feedback on their experience wearing Varilux® X Series™ lenses
STEP 3
Submit your own testimonial on how your patients reacted to their first pair of Varilux® X Series™ lenses
Visit VariluxChallenge.com and follow three quick steps to participate in the promotion.
*Limit 1 gift card per eyecare professional. By virtue of receiving the gift card, participants shall have no obligation whatsoever to purchase or order any products or services from Essilor of America, Inc. or its affiliates. Testimonial entries can be filmed or written.
Pair Varilux® X Series™ lenses with the revolutionary NEW Transitions® Signature® GEN 8™ and Crizal®.* Choose a Free Second Pair of qualifying Essilor clear lenses. $
BUY FIRST PAIR
GET FREE CLEAR PAIR
Transitions Signature GEN 8 + any Crizal on Varilux® X Series™, Eyezen™+ or Essilor Single Vision
Any Crizal on any Varilux®, Eyezen+ or Essilor Single Vision With purchase of frame. Clear lenses only.**
WITH
50
UPGRADE OPTION ON CLEAR PAIR Upgrade to Transitions Signature GEN 8 or Xperio UV™ lenses for $50.**
CONTACT YOUR ESSILOR SALES CONSULTANT TO LEARN MORE.
* Valid from July 10 (or enrollment date, whichever is later) through December 31, 2019. Frame purchase required for both pairs. Qualifying Pair can be any Transitions with Crizal and
must include Varilux X Series or any Essilor Single Vision lens only. Bonus Pair must be of equal or lesser value. Restrictions apply. Enroll or see full terms and conditions on MyEssilorLabs.com, PartnershipRewardsPortal.com, MyIDDLabs.com and/or Nassau247.com starting June 3, 2019. ** Equal to or of lesser value than the Qualifying First Pair.
©2019 Essilor of America, Inc. All rights reserved. Unless indicated otherwise, all registered trademarks and trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries. Transitions, Transitions Signature is a registered trademarks and the Transitions logo is a trademark of Transitions Optical, Inc., used under license by Transitions Optical Ltd. GEN 8 is a trademark of Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material. These products may be protected by one or more patents listed at www.essilorusa.com/patents. 68050_CCG_VAR ECST 08/19
IT’S NEVER BEEN EASIER TO GIVE YOUR PATIENTS THE VISION THEY DESERVE.
Unconventional
745004
URBAN APPEAL INSPIRED BY THE CAR INTRODUCED SIX DECADES AGO, THE NEW MINI EYEWEAR COLLECTION FROM TURA IS CONTEMPORARY YET TRUE TO ITS ROOTS, INDIVIDUAL AND NON-CONFORMIST.
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360º.
Designers from the U.S. and Europe have been collaborating to create a truly global collection that hits the Zeitgeist. — Jörg Zobel, CEO, Managing Director, Chairman, Eschenbach Optik GmbH
he Mini quickly became a cult car after it made its debut in 1959. Now, for its 60th anniversary, Tura is introducing Mini Eyewear with 19 ophthalmic models and six sunglasses. Produced in cooperation with Mini and Eschenback Optik, the collection features details such as clip-on options and driving shields in colors that range from monochrome to havana acetate. Frame shapes include cat eye, round and aviator in acetate and metal. Designed with an urban feel, the eyewear is characterized by an unconventional, out-of-the-ordinary look. “As an urban dweller and a Mini Cooper fan, I am personally very excited about the launch of the Mini Eyewear collection,” said Jennifer Coppel, vice president of brand management. “Mini as a brand has always been synonymous with sophisticated innovative
design. Translating the brand ethos into unique frame designs with fresh unexpected details was a creatively invigorating process. I am very proud of the results.” Ever since it was established, the brand has remained true to its roots yet continues to evolve on a daily basis. With a look that exudes an urban lifestyle, and a collection consisting of frames and sunglasses, this is the brand for design enthusiasts and nonconformists who pursue a free-spirited and individual approach to life. “Mini stands for the lifestyle of the modern creative class, a perfect match for eyewear that brings together disruptive design with German quality standards,” said Jörg Zobel, chief executive officer, managing director and chairman, Eschenbach Optik GmbH. “Designers from the U.S. and Europe have been collaborating closely for 18 months to create a truly global collection that hits the Zeitgeist.” n
Tura, Inc. 800.242.8872 Tura.com Orders@Tura.com V I S I O N C A R E P RO D U C T N E WS . C O M
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Trends.
THE
FUTURE’S
bright
1
BOLD, BRILLIANT COLORS ENLIVEN TODAY’S EYEWEAR DESIGNS, SIMULTANEOUSLY COMBINING UPBEAT PLAYFULNESS WITH EXCITING SOPHISTICATION.
5 2
6 3
4 7
1. Luxottica Emporio Armani 2086 800.422.2020 Luxottica.com CustomerService@US.Luxottica.com 2. Blackfin Florida Bay 877.889.0399 Blackfin.eu 3. Maui Jim Ah Dang! 888.666.5905 MauiJim.com MauiJim@HavasFormula.com 4. Kenmark Eyewear Kensie Abstract 800.627.2898 KenmarkEyewear.com Info@KenmarkEyewear.com 5. WestGroupe FYSH 3637 855.455.0042 WestGroupe.com Info@WestGroupe.com 6. Safilo Fendi FF0399S 800.631.1188 Safilo.com Info@Safilo.com 7. Zyloware Shaquille O’Neal 153Z 800.765.3700 Zyloware.com Info@Zyloware.com 22 | VC P N S E P T E M B E R 2 019
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PARADIGM COLLECTION COMING SOON VISIT US AT VEW BOOTH #16031
EUROPEAN style ECPS WHO SPECIALIZE IN EYEWEAR FROM EUROPE ARE AHEAD OF THE CURVE WHEN IT COMES TO FASHION FORWARD FRAMES.
By John Sailer
“U
nique, funky and independent” is how Joseph E. Mitchell, owner of European Eyeware in Lancaster, PA, describes the lines he carries. “Europeans have always been more progressive in their fashion, and their eyewear is a true reflection of that.” Anja Jakupovic, the optician/proprietor of OPTIK! European Eyewear in St. Petersburg, FL, explained, “We specialize in European independent eyewear because we wanted to introduce quality materials and unique shapes to our clients and get away from the ordinary cookie-cutter styles that you can find anywhere and everywhere.” “We work only with exclusive, independent companies, and Europe has the best ones,” Lyudmila Sinder, owner of Petite Optique in New York told VCPN about why 99% of the frames in her store are from Europe. “The quality, the look, the fit are really among the best.” Simply put, “I specialize in it because that’s what I’ve always been attracted to,” said Salvatore Sampino, practice manager of Malibu Eye Center Optometry in Malibu, CA, about why his focus is on eyewear from Europe, and his customers agree. “I have a clientele that constantly comes in and looks for unusual things,” he added. In this special section on European eyewear, learn more about these four practices, and see the latest frame styles from among the brands they sell.
MYKITA NIBA (LEFT)
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Style: D223
www.de r i go .u s | 8 8 8 . 7 5 4 . 9 6 3 1 | v e w su i t e 1 2 0 3 5 t h fl o o r
European Style.
PETITE OPTIQUE, NEW YORK, NY My husband Igor and I opened Petite Optique August 11, 1995, so we just reached 24 years in the same place, in the middle of downtown Manhattan. We specialize in independent European frame brands because I love them. Our inventory is 99% from Europe, even close to 100% . . . only European eyewear. People in Manhattan are willing to pay. Our goal is if people are spending this kind of money that it has to be something unique. We work only with exclusive, independent companies, and Europe has the best ones. The quality, the look, the fit are really among the best. It’s a pleasure to work with these people who create quality. We don’t work with commercial companies. Our goal is to go to Europe to buy the frames. We always go to the meetings to see what’s new, but, of course, the best international show is right here in New York. We have so many good lines — theo, Anne et Valentin, Jacques Marie Mage, Ahlem; from France I have sabine.be, Michel Henau, Face a Face, Francis Klein, Caroline Abram; Lindberg from Denmark, Mykita from Germany. I have an amazing line from Portugal called Vava. I have a beautiful line from Italy. They’re all handmade, limited pieces. It’s called Piero Massaro. All these lines are really unique. There are only five or six stores in the entire city that have them. Of course, we do have some basic frames like Lindberg, but even when it’s basic it’s unique because there are no screws and it’s lightweight. It’s completely different. European eyewear trends are all different. It really depends on the shape of your face. What’s popular is whatever looks good on your face. What’s in style? Big cat eyes are in style, but again, it doesn’t matter how beautiful or amazing the glasses are. They have to look good on your face. Some stores go for the same lines because they are safe. I never do. I always buy color, and people really appreciate that. When you come into the store, what stands out about each frame is its color. We have repeat customers for years, a lot international. People come to New York from everywhere. It’s easy because we are in a really good location. Service has to be top of the line, and we use one of the best lenses, Varilux. The latest on the market is Varilux X. Ultimately, it’s the quality that sets European eyewear apart. The quality, the colors, the look and the feeling, these are the four major points. You touch the frame and can tell its quality. My sales rep comes in and offers me a cheaper line. They say it’s less expensive, and I say that I don’t care. For me it’s better to spend $50 more, $100 more, but I know it’s the look and the quality. The color is not supposed to chip. It’s not supposed to break at the soldering points. That’s everything that’s important about European eyewear.
— Lyudmila Sinder, Owner, Petite Optique, New York, NY
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European Style. CAROLINE ABRAM
IC.BERLIN / MRBICE
“Ultimately, it’s the quality that sets European eyewear apart.”
THEO / MILLE+64 – 419 FACE A FACE
MICHEL HENAU / LANCONO
PIERO MASSARO / RAW 077
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European Style.
OPTIK! EUROPEAN EYEWEAR, ST. PETERSBURG, FL My husband and I established OPTIK! in 2016 when we decided that instead of buying a house we would continue to rent a small apartment and instead invest our savings in opening an optical boutique. Our vision was to provide a unique shopping experience to a niche market, similar to shopping for eyewear in Europe. Our office is located on the first floor of a beautiful high rise condo building in the heart of downtown St. Petersburg, FL, a ‘walkable’ city with many shops and restaurants around us. That feeling brought back a sense of Europe to our shop. The inspiration to open a high-end niche boutique came after I worked in an establishment in Germany in 2012. It made me realize that there aren’t enough optical stores in the States that focus on quality and unique customer experiences. I was born and raised in Europe and have traveled all over Europe after moving to the States. We specialize in European independent eyewear because we wanted to introduce quality materials and unique shapes to our clients and get away from the ordinary cookie-cutter styles that you can find anywhere and everywhere. Our clients love that they can shop eyewear that is unique to OPTIK! and most importantly that they will not see another person around town wearing the same thing. St. Petersburg is a very thriving arts-and-culture scene, and our clients love to be ‘different’ and express their individuality. We focus on independent eyewear and, furthermore, independent eyewear that uses fine quality materials. We currently carry three very different lines from Germany: FHONE, a Bavarian designer from Munich who re-created his former collection Freudenhaus and brought it ‘back to square one’; Mykita, handcrafted, screwless, stainless steel frames from Berlin; and Wissing, a Bensheim-based company that designs bespoke OPTIK! frames for us. Other lines include Vuarnet (France), Etnia Barcelona (Spain), Dutz (Netherlands) and Lafont (France). I believe that all the fashion comes from Europe, and the European independent designers are able to create styles that are fashion forward and in season. Most importantly, some of the finest materials and craftsmanship come from Italy and Germany. This year is about bringing back all retro designs. We see it heavily in the wardrobe trends, wide leg palazzo jeans, oversized coats, retro-style bathing suits and matching two-piece outfits. This trend transfers over to the eyewear world where you are seeing cat-eye shapes and lots of round and double bridge styles. Colors include retro tones arylide yellow, khaki, light pink and dark sea green. Although bold frames are not out of style, thin frames are definitely making a larger comeback. A major part of our business happens through word-of-mouth and SEO, so we always make sure we continue to thank our clients by sending them handwritten thank you cards and small gifts at pick up.
— Anja Jakupovic, Owner/ Licensed Optician, OPTIK! European Eyewear, St. Petersburg, FL
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European Style. FHONE
“European independent designers create styles that are fashion forward and in season.”
DUTZ / DZ749 + DZ2238 FHONE
MYKITA / SUN STUDIO 10.2 + MYLON SUN TRIBE MH28
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European Style.
MALIBU EYE CENTER OPTOMETRY, MALIBU, CA Dr. O’Connor has been in practice for 40 years. I’ve been here for 17. Our specialty since I came has been European eyewear, because that’s always been my forte. In terms of European eyewear, the quality European eyewear is made in Italy and France. In Austria, of late, Spain, Germany. Germans have always been very serious about their eyewear. I specialize in it because that’s what I’ve always been attracted to. I’ve always liked the way Europeans use color. The way they play with elements and influences to create something new was always very interesting to me. I found a lot more of that happening in Europe than in the U.S. In the U.S., there’s very little manufacturing. The eyewear is fashion and accessory based, and that came from Europe. Look at the designers, Dior, Chanel, Dolce and Gabbana, historically storied fashion houses. They have rich stories. Balmain, Givenchy, Gucci. Every season it’s a different incarnation because fashion is seasonal. The jewelry lines — Pomellato, Boucheron, Cartier, Fred, Chopard — in a way they’re easier to translate into eyewear because the jewelry has specific elements such as rings, hearts and floating diamonds that translate quite well. The fashion houses are much more difficult to translate, but people don’t realize this. It’s very difficult to take the spirit of the house and translate it into eyewear. What do you do? You have to take elements of their accessories, their initials, their logos, their belts, their handbags and then recreate them on to the eyewear in some form. It’s not the easiest thing to do. It’s like designing and redesigning all over again. Alaïa was a very unusual designer. His spirit is not easy to translate into eyewear. He was famous for a grill pattern, which they infused into acetate. If you don’t understand the nature of the designer, of the house, then you won’t see the value in this. I’ve always tried to educate people why this is so special. I carry Swarovski, Thierry Lasry, Missoni, Ferragamo, Gucci, Chopard, Chloé, Loewe, Celine, Cutler and Gross, Fendi, Saint Laurent, Alaïa, MCM, Mykita, Brioni, Bottega Veneta, Von Arkel, Bellinger. I would say 90% of what I carry is from Europe. Americans are much more puritanical when it comes to how they look. They’re more self conscious. Europeans are much more experimental with their styles in eyewear. It’s not unusual for what we consider very avant garde styles to be very popular in Europe that don’t necessarily sell here. You have to know who the customer is and what the demographic consists of, and that determines who you’re selling to. Then you can buy with a reasonable degree of self confidence. Our customer is well traveled, and they’re successful. We have the international clientele and also the film industry. People in the industry tend to be more trend conscious. I have a clientele that constantly comes in and looks for unusual things.
— Salvatore Sampino, Practice Manager, Malibu Eye Center Optometry, Malibu, CA
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European Style.
DE RIGO REM / CHOPARD SCHC92
MARCHON / CHLOÉ CE114SC
THÉLIOS / LOEWE LW40026U
“I’ve always liked the way Europeans play with elements and influences to create something new.”
SAFILO / FENDI FFM0068S
KERING / CARTIER CT194S
L’AMY / CANALI CO21901
KERING / BOUCHERON BC0096S
MARCHON / MCM 127S
V I S I O N C A R E P RO D U C T N E WS . C O M
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European Style.
EUROPEAN EYEWARE, LANCASTER, PA European Eyeware is a small, independent optical boutique located in Lancaster, PA. For more than 10 years I have been specializing in unique, funky, all independent brands from across the globe, most coming out of Europe. I provide customers with a fun environment that reflects our product while helping them choose a frame that is fun and unique to suit their lifestyle. I started out in the business working for my uncle who had a store in Lancaster. He carried some European brands mixed in with some traditional brands as well. I have a very creative and artistic personality, so when I opened European Eyeware I wanted to focus on strictly independent unique brands. I built my inventory with all fun and funky lines from Europe, About 80% of frame lines I carry are from Europe with others coming from the U.S., Canada and Japan. Some of the brands I carry are Anne et Valentin, theo, Mykita, Traction Productions, XIT, RES/REI, Etnia Barcelona, JF REY and many more. Europeans have always been more progressive in their fashion, and their eyewear is a true reflection of that. For these designers, eyewear is a craft. It’s an expression. Their artistic and creative styles shine through to create some of the most unique pieces imagined. When you see and hold some of the best independent European brands frames, you can see and feel the quality, creativity and thought that went into designing and creating each piece. They are true artistic masters of the industry. As with all trends, eyewear, through the years keeps cycling through the time periods, the ‘50s, ‘60s, ‘70s, and now I have been seeing many ‘80s and ‘90s styles reimagined for a modern area. All these independent European brands are always a few years ahead in style from Americanized licensed brands found in most opticals. My customer is wide ranging in age from 20s up to 80s. I always tell my customers that eyewear is the ultimate accessory because people notice it right away. You can completely change your look and how people perceive you from frame to frame, so most of my new business comes from word of mouth. Because a lot of the European frames I carry are very unique and expressive, my customers are like “walking billboards” and get stopped daily from people asking about their glasses and where they bought them. It’s very rewarding to see customers feel so good about themselves and their frames. That always puts a smile on my face.
— Joseph E. Mitchell, Owner, European Eyeware, Lancaster, PA
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European Style. ETNIA BARCELONA
“A lot of the European frames I carry are very unique and expressive”
MYKITA / GUNDA A40 + HILLA C87 MYKITA
ETNIA BARCELONA / ROTOAVA + MERIDA
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New. Launch
BEO1004
MONDOTTICA UNITED COLORS OF BENETTON Boasting eight ophthalmics for women and nine for kids, the United Colors of Benetton collection is inspired by the brand’s identity: global diversity. Acetate frames are custom colored with Mazzucchelli acetate and premium metals. Color choices are plentiful and include coral, red pink, navy and teal, and styles feature details such as colored metal rims and two-tone lamination.
BEO3002
866.666.3662 MondotticaUSA.com
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New.
ic! berlin
BLACKFIN
MOREL
OGI EYEWEAR
PURE SUMMER COLLECTION
AURA COLLECTION
LIGHTEC OMICRON 21
BON VIVANT
GÖTTI SWITZERLAND
STYLE: PALOS
STYLE: 30136L
STYLE: CONSTANCE
STYLE: GAFIN
Five models (one men’s, one unisex and three women’s) are made of beta titanium with acetate rims. The Dunkirk men’s style and unisex Palos come in several warm hues such as honey, army green and glossy black; Palos is also available in pink with dark tobacco/pink rims.
Four men’s models are durable and lightweight thanks to the use of translucent nylon on the frame fronts. Stainless steel temples and acetate temple tips color-match the fronts and come in either a panto or rectangle shape. Dark gray, blue and brown round out the color choices.
Constance, Jolee and Mirabelle ophthalmic models are decidedly feminine with floral detailing. Constance features a butterfly-shaped frame with a saddle bridge in crystallized acetate and floralstamped detailing. Antique crystal, sage crystal, iris crystal and blush crystal complete the colors.
Two models — Gafin and Gardin — are described by the company as “micro shapes.” Gardin is a narrow almondshaped frame, and Gafin comes in a smaller and sleek rectangle shape. Both models are available in silver, black matte and shiny gold.
877.889.0399 Blackfin.eu
800.526.8838 Morel-France.com
888.560.1060 OgiEyewear.com
914.274.8522 Gotti.ch
STYLE: FELIX
Five ophthalmic and two sun models come in clear translucent acetate in colors such as Magma, Barolo Red, Ice Tea, Dune and Sky Grey. Acetate fronts and parts are cut from a single sheet of premium cellulose acetate with no screws, glue or injections. 866.634.8990 ic-berlin.de
VillaEyewear.com
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New. Special Collections MAUI JIM MANCHESTER UNITED CLUB COLLECTION Composed of four styles, the Club Collection also debuts the Hawaii Lava red mirror treatment on three models in an ode to this renowned football club. The Compass model — a flat front, modified aviator style that also serves as the official sun for Man U players and coaches — incorporates the team’s devil logo on the left temple tip and “MAN UTD” on the left lens of Dual Mirror lenses. Red Sands Asian Fit, Pokowai Arch and Koki Beach Asian fit styles feature the Hawaii Lava mirror that is applied to the front surface of HCL Bronze lenses. 888.666.5905 MauiJim.com
DE RIGO REM POLICE X LEWIS HAMILTON Prior to the launch of the full Police x Lewis Hamilton collection in October, De Rigo REM will preview one style for Vision Expo West. Model SPLA28 — Lewis 07 is a wrap shield style inspired by sport but bold in fashion as per Hamilton’s sense of style. Both the frame and bridge are constructed of soft rubber for comfort with a bold metal bridge. Temples are made of hypoallergenic titanium, and the single lens includes Hamilton’s Panther logo topped by the Police logo. 800.423.3023 DeRigo.US
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New.
L’AMY SPERRY
ESE INTERNATIONAL
KERING EYEWEAR
STYLE: SP BRIXHAM
JAGUAR EYEWEAR
GUCCI WEB EYEWEAR
STYLE: 33601
STYLE: GG0585S
Inspired by the retro “clubman” look, style 33601 includes an acetate top over a stainless steel construction that is available in three bold color combinations in both brushed and matte finishes: Denim-Rust, Black-Burgundy and Tortoise-Petro. 800.645.3710 ESEyewear.com
Two ophthalmics and four sunglasses incorporate water-colored, semitranslucent handmade acetates. Brixham and Shearwater ophthalmic styles feature a soft handbuffed finish on high density, handmade acetate.Color choices include Trans-Olive, Trans-Brown and Trans-Storm. 800.243.6350 LAmyAmerica.com
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WESTGROUPE
SAFILO
KLIIK DENMARK
CARRERA PHOTO-C
STYLE: K-655
STYLE: LENS3S
Bold and oversized, this sun collection pays homage to ‘70s style. Constructed with a mix of acetate and metal, contrasting rims feature an elaborate design of a web motif in enamel. Temples include an interlocking “G” logo and slit temple tips.
Men’s and women’s ophthalmics are defined by a rich color palette for fall. Women’s style K-651 is a semi-rimless frame highlighted by a snakeskin pattern along the temples and browline, while men’s model K-655 is a rounded square shape in translucent crystal acetate.
The LENS3S sun model comes equipped with Carrera’s new Photo-C photochromic lenses that become darker when exposed to UV light and return to clear in its absence. The oversized mask shape frame in metal includes three lenses on the front and a side metal spoiler.
844.790.9165 Kering.com
855.455.0042 WestGroupe.com
800.631.1188 Safilo.com
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New. Special Collections
MARCOLIN HARLEY-DAVIDSON FREEDOM COLLECTION Targeted for younger Harley-Davidson enthusiasts, this capsule collection for men stays true to its American roots but with a mix of European styling. Seven ophthalmic models feature details such as bold browlines, thick acetates and matte colors in shapes such as modified rectangle and modified round. Four sun models come in bold shapes such as an oversized shield, deep rectangle and pilot. 800.345.8482 Marcolin.com
A&A OPTICAL DANIEL CREMIEUX SILVER LABEL Composed of 19 models, this collection fuses classic style with a “French Riviera� look. Crafted with materials such as carved stone and polished wood, models also incorporate acetate or metal temple tips for a comfortable fit and easy adjustments. Rich colors include pebble (muted dark gray stone with black metal rim); navy with cedar inset; and slate/hickory. 800.492.4465 AAOpticalCo.com
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New.
PLAN B EYEWEAR
LUXOTTICA
ZYLOWARE
LIBERTY SPORT
PRADA DISGUISE
VIA SPIGA
STYLE: X8-300
STYLE: PR17VV
STYLE: BALBINA
Acetate, titanium and a combination of both on 14 models for men have a vintage feel with modern elements. Designs incorporate textural details and fine lines on temples, bridges or around the rims. Colors are rich and masculine.
Geometric shapes and camouflage colors define this collection comprising three sunglasses and one ophthalmic. Model PR17VV features a rectangle-shaped frame made of acetate. Tones of black, ivory and tortoise in sand-dark chocolate and a medium version round out the palette.
This cat-eye-shaped full metal ophthalmic has a bold brow bar that rests on a shiny gold base and rim for a dramatic effect. Balbina is available in black, taupe and navy and includes spring hinges and snap-in nosepads for a comfortable fit.
Constructed with Lubrizol material from Berkshire Hathaway, the men’s X8300 ophthalmic is designed to be durable and flexible with hypoallergenic temples and a 3D Contour Grip. Available colorways are shiny black/gray, translucent dark gray/blue and translucent whiskey/gray.
888.399.7742 AlternativeEyes.com
800.422.2020 Luxottica.com
800.765.3700 Zyloware.com
STAAG SPECTACLES STYLE: SG SANFORD
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800.444.5010 LibertySport.com
ALTAIR EYEWEAR DRAPER JAMES MOMMY AND ME STYLE: DJ5013
Four women’s and four coordinated girls’ styles feature fun patterns such as stripes and florals. Model DJ5013 for women mixes a translucent front with a floral pattern and solid temples. Girls’ style DJ1002 reverses the pattern. 800.505.5557 AltairEyewear.com
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Edging.
WHAT CAN YOU DO? EDGING TECHNOLOGY HAS COME A LONG WAY, ALLOWING USERS TO PROCESS COMPLEX PRESCRIPTIONS IN SPECIALTY LENSES SUCH AS HIGH-WRAPS AND EVEN ENGRAVE LENSES FOR BOTH FUNCTION AND FUN.
NATIONAL OPTRONICS, QM-X3 The QM-X3 from National Optronics processes complex, specialty shapes with speed and accuracy thanks to its robust design. The QM-X3's frame editor allows users to take a picture of the lens, determine its measurements and edge it without the need to trace it, enabling accurate finishing of lenses, including high-wraps. The QM-X3 also includes a vacuum system and accessory kit. Christopher Anderson, vice president of operations at My Friend’s Lab in Dallas, TX, said he chose to purchase the QM-X3 because of its auxiliary spindle that allows multiple tool settings, including a milling tool, shelf-cutting tool and its variable angle drill capability. "We especially love the dual diamond blade cutting tool that allows more cuts between tool changing and more precise cutting," he said. "The Frame Editor allows you to cut a shape literally by taking a photo and uploading it. After a little practice, you can custom design your own lens shape, load it to the edger and cut some of the most complicated shapes I have ever seen." The QM-X3 has enabled the lab to process Rx lenses on very complex frame designs with an accurate fit that is aesthetically pleasing. "Now we have the capability to do more complex prescriptions on some of the more sporty or fashion-forward frames that in the past would not have been possible, allowing patients and ECPs more options than ever before," Anderson said.
Coburn Technologies 800.262.8761 CoburnTechnologies.com CustomerCareCenter@CoburnTechnologies.com DAC Technologies (National Optronics) 800.800.1550 DACTechnologies.com cs.na@DACTechnologies.com
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Edging.
COBURN TECHNOLOGIES, EXXPERT HPE-8000X
ESSILOR INSTRUMENTS, MR. BLUE 2.0
Step bevel cutting, 11 lens edge finishes and six edging positions are just a few features of Coburn's EXXPERT HPE-8000X edger, the successor to its HPE-8000. Axial roughing prevents the lens from rotating on the wheel until the thickest part of the lens is removed With its one-touch hydrophobic mode, lens slippage is eliminated. The EXXPERT HPE-8000X also includes frame shape modification, a high performance wheel design, retouch support back-up, and it can import and store DCS job files. Optician and store manager Howard Roth of Michael Allen Opticians in Woodbury, NY, said although he's still learning all its functions (the shop purchased the EXXPERT HPE-8000X about three months ago), it has allowed him to do step bevels and edge lenses according to the base curve so everything fits in perfectly. "It also has a mini bevel and gives us a lot more options to do lenses the way we want them to come out," Roth said. "I'm able to place the bevel wherever I want on any given lens in any position. I can make it as precise as I want on any part of the lens, which may not be what everyone's intention is, but that's what we like the most, and we didn't have that ability before. We can make a minus six totally hidden in the frame so they look like a high-index lens."
Designed to provide quality finishing on all lenses even those with the highest base curves, Mr. Blue 2.0 offers axis control with its hybrid edging technology (grinding and milling), optimal following of all trajectories, drilling and automatic centering and blocking. Mr. Blue 2.0 also incorporates Fit-4-Frame technology for easy-to-mount bevels: bevel heights are adjustable and shelf bevel heights are optimized to precisely follow the frame's shape. The step bevel is ideal for sport eyewear that have deep, rectangular or uneven groove profiles. With Mr. Blue's M'EYE Sign integrated technology, ECPs can easily engrave lenses. Prior to purchasing Mr. Blue 2.0, Jeff Klauer of Klauer Opticians in Dubuque and Cedar Rapids, IA, said they had the Kappa system from Essilor Instruments. Mr. Blue 2.0's CNC equipment is integrated with Klauer's lab management software. "Mr. Blue 2.0 is really robotics in its true sense, and the level of sophistication is amazing," he said. "It can do more things like high minus jobs without ruining the frame." Klauer particularly likes the engraving feature and offers lens engraving to patients in nursing homes. Klauer said the process only takes about 30 minutes once the lens is cut and the font and size are chosen. "It sounds funny but glasses do get mixed up or lost in nursing homes," he said. "We also give away sunglasses for promotional things. We take sample lenses out and put whatever company or school name on the lenses and donate them for an event."
Essilor Instruments USA 855.393.4647 EssilorInstrumentsUSA.com Info@EssilorInstrumentsUSA.com
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Capital Investments.
To Buy or Not to Buy
KNOW YOUR ROI END-OF-YEAR EQUIPMENT INVESTMENT DECISIONS ARE OFTEN MADE TO REALIZE TAX BENEFITS, BUT INCREASING REVENUE ADDS ANOTHER VALID REASON TO PURCHASE AS WELL. By Scott Daniels
E
quipment and capital purchases come to mind in the fourth quarter mostly because of tax savings, the desire to reduce your taxable profit and from discussions with your CPA. Most people look at the tax incentives using Section 179, but really the first step in deciding to purchase equipment should start with what equipment or upgrades are needed to help grow your revenue or reduce expenses (efficiencies). REAL COST CALCULATIONS Chances are you’ll be making loan payments for three to five years, so make sure the benefits last well beyond this year’s tax savings. Don’t fall into a quick feel good trap that saves you money this year but costs dearly in future years. Remember, if you finance the equipment, those monthly payments will be there for quite some time. Reviewing equipment cost versus generated revenue/benefit will help you plan. For example, if you are considering a major equipment purchase, calculate how many procedures per month you can conservatively perform and the revenue per procedure. Reduce that amount by 25%, and then divide that number by the cost of the equipment to determine your return on your investment (ROI) in months. That number should also be close to your monthly payment goal. (I used 25% as a target for your profit margin after repaying for the equipment each month.) 42 | VC P N S E P T E M B E R 2 019
Conversely, if the equipment saves expenses, try to determine the savings amount and divide it by the cost of the equipment to determine how long it will take to recoup your savings. GENERATE EXTRA REVENUE Not all equipment provides a direct savings or revenue increase. Furniture or exam chairs, for example, don’t directly produce more revenue. In those cases, you’ll need to find alternate ways to increase revenue to justify the cost. You might schedule more patients each month, add doctor hours or offer more professional services to generate the extra needed revenue. It might only require adding two or three patients per month to generate enough extra revenue to purchase (finance) an exam chair. Alternately, if you plan on transitioning your practice, retiring or moving in the near future, then the capital improvement should also coincide with the timing of that future event. (For example, don’t remodel and spend $200,000 if you plan on selling or moving within a few years unless you can get enough ROI during that shortened period.) PAY CASH OR FINANCE Once you’ve determined the need and selected the equipment or capital improvements, the next question is whether to finance the purchase or pay cash (if you have that option).
With interest rates still at record lows, it is advantageous to finance with fixed rates even if you have the cash. It’s important however to look past the lender interest rate and read the fine print regarding early payoffs of the equipment. The best option is getting a simple interest loan where you can pay it off at anytime by paying the outstanding principal and unpaid accrued interest. Some lenders offer an “equipment finance agreement” or “finance lease” where the payoff is the total remaining payments (and maybe a discount). That’s really a penalty. It’s important to read the loan agreement and ask how an early payoff is calculated. Don’t ask if there is an early payoff penalty which could result in a misleading answer. Ask for a copy of the loan agreement before signing. Growing a business each year is paramount to staying competitive and ensures your ability to stay ahead of inflation, future
The first step in deciding to purchase equipment should start with what equipment or upgrades are needed to help grow your revenue or reduce expenses increases in expenses, wages for your team and more money for yourself in future years. So while section 179 is great for tax savings, the best plan is purchasing equipment that improves the profit of your business. n Scott Daniels is the principal broker and co-owner of Practice Concepts along with his wife Alissa Wald, OD. Practice Concepts has completed thousands of successful practice transitions over the last 20 years, providing appraisals, buyer and seller representation and partnership planning. Wald also owns two large practices with combined revenue of almost $5 million and is a managing partner in a third location. Daniels is also the CFO for all three locations, is a licensed real estate broker and has extensive financial background working with a variety of businesses and medical professionals. Contact them at 877.778.2020 or Scott@ PracticeConcepts.com. V I S I O N C A R E P RO D U C T N E WS . C O M
New.
VERTEX DISTOMETER FROM WESTERN OPTICAL SUPPLY It is important to be aware of vertex distance when fitting a patient with high minus or plus over 5 diopters. In the exam room, the trial lens can be a greater distance from the patient’s pupil than the actual lens in the eyewear. That difference in distance will change the effective power of the lens impacting the patient’s visual acuity. The distance can be compensated using the Vertex Distometer from Western Optical Supply. 800.423.3294 WesternOptical.com
MAUI JIM ADDS RED MIRROR LENS Hawaii Lava is the new red mirror lens treatment from Maui Jim. This vibrant mirror color is applied to the front surface of the HCL Bronze lenses and provides a stylish look that offers the same color enhancement and clarity as all other Maui Jim PolarizedPlus2 lenses. The new red mirror treatment is inspired by one of the world’s most famous football clubs, Manchester United, with which Maui Jim has partnered by launching a cobranded eyewear collection. 888.666.5905 MauiJim.com
BPI TINT BLOCKS BLUE AND UV BPI UV – Blue Barrier 440 tint is the latest addition to a series of therapeutic tints available from the company. This pale yellow tint with faint green overtones blocks the highest energy violet and blue visible light as well as the upper portion of UVA. The tint does not overly affect normal color perception nor does it interfere with traffic signal recognition and may be used while driving, even at night, according to the company. 800.225.5274 CallBPI.com
HILCO VISION’S THE CUBE MEASURES AND MARKS A new marking tool from Hilco Vision, the Cube offers three features in one. The acrylic block can be used for marking 190° on lenses and measuring both pantoscopic tilt and the height of the reading segment. It also holds a Staedler marking pen, which is included with the Cube. 800.955.6544 HilcoVision.com
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WITH
PERRY BRILL
Having grown up in the family business, optician Perry Brill was well prepared when he started working full time with Brill Eye Center in Mission, KS, in 2013. In addition to being general manager of the 36-yearold practice founded by his father, he also finds the time to motivate eyecare professionals through magazine articles (some in VCPN), videos, podcasts and blogs. In this interview with VCPN’s John Sailer, he shares his experiences along with some tips for his peers.
1. Your practice has been around 36 years. Can you give us a little background? My
dad, Dr. Brill, started his practice in 1983. He was from Chicago and ended up in Kansas City. He needed to compete against Lenscrafters, so he was open seven days a week from eight to eight every day. 2. When did you get your start? I joined
about seven years ago. I always worked at the practice growing up, filing, cleaning, that type of thing. I have a BS in environmental studies from the University of Kansas, and I needed a job when I was in college. My dad said, “Why don’t you work in optical?” I said, “Okay. That’s better than flipping burgers.” I ended up working part-time at a practice in Lawrence, KS, and I got a good foundation. Then I started driving into my dad’s practice about 50 minutes away from where I was living and decided after college to work for my dad. 3. What is your role? I’m general manager. I try to make sure the different departments are meshing well. I spend over half my time marketing. I have a loyal clientele I help who want my fashion expertise, technical expertise.
Two years then they move on. So do you invest in your employees and show them everything you know or do you hide it from them and let them slowly grow? We go full force and train people. We pride ourselves on providing mentorship in life. We all eat lunch together, and that’s a bonding relationship. 5. Do you have any secrets to working with family members? My mom works in the
8. You stock major companies and independent companies. How does it skew? I would
say 80% independent and 20% corporate. I recognize the value of the brands. 9. What styles of eyewear do you see remain popular over the years? Rimless
practice too. She’s the receptionist. It’s not necessarily publicly known to every patient that she’s my mother or my dad’s wife, but patients love the familial aspect.
has been a flagship for us. Whether it’s Silhouette or Lindberg or Götti, people gravitate toward those. Lightec has always been good. Of course, the key pillars of Oakley and Ray-Ban do well.
6. How do you differentiate your practice from your competitors? Being open is one of
10.What about finishing? Do you finish inhouse? We’ve always edged. We have a
the easiest ways to stay in business, so we’re open six days a week. We all want to be off Saturday, but Saturday’s a very important retail day for optical. In five hours on Saturday we could do two days of business. Another differentiating factor is always having what’s new. If there’s a new product out there, we’re always seeking it out because we want to be first. One last differentiating factor is simply keeping your website fresh.
fancy five-axis machine. We can control the quality, the speed and final inspection. We order uncuts from a family of laboratories. The in-office finishing model makes sense because one way to make money in optical is to lower your cost of goods.
4. What challenges do you face? Staff re-
7. How do you determine which frames you choose to stock your boards? Number one
tention can be hard, so I initiated a “rejuvenation meeting.” I meet with every staff member every 90 days to sit down and see where they are in life, in work and what I can do to make their life easier. That simple one-on-one over coffee, outside the office, can be meaningful. There seems to be a lifecycle to employees.
is dealing with companies that are authentic and care about you. Large frame companies and small ones can be charismatic, but do you want to support the company that’s competing against you with their own retail presence? When companies show up consistently not just for the sale but for support makes a big impact. We’re in the Midwest, maybe not as trendy
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but it gives us an opportunity to stand out by having funkier frames, colors, shapes, materials.
11. What’s your take on e-commerce? Ecommerce is the future and it’s here. Every ECP is going to have their own e-commerce store in five to 10 years. I’m building an e-commerce store. I imagine doctors and opticians will have their own inventory on their website, and their customer can shop online and pick up in-store. 12. This being the European eyewear issue, what trends are you seeing out of Europe these days? Europeans are loving their fash-
ion tints, a nice light green, light pink, light blue. A lot of thin metals, titaniums, even colorful metals. I’ve seen some bright ruby S E P T E M B E R 2 019 VC P N | 45
20 Questions WITH PERRY BRILL red titanium. We’re seeing an emergence of some thicker zyls again, but the zyl has become lightweight. It appears thick on the face, but it’s comfortable and light.
gratitude toward staff. We have to discuss these things in eyecare. We get hung up on acquisitions and managed care taking over the industry.
13. You just introduced a podcast. What’s it called and what does it cover? It’s called
15. What major changes have you seen in the optical business over the years? When people
Eyetrepreneur. I wanted to educate ECPs about topics not readily available in print. It’s a good medium to go deeper. I interview people I call wizards of eyes, people doing really big things in the eyecare industry but maybe not getting recognition.
come here, they made a choice. They drove past 50 different opticals and chains to come here, but we’re still seeing people who want to buy online even with managed care plans. We’ve seen more patients flustered as to where to get medical care. Maybe fewer optometrists want to deal with medical, I’m not sure, but we keep getting deeper into dry eye and specialty contact lenses. The last change is there’s a big administrative burden on practices. We’re pushing a lot of buttons, printing a lot of paper and reading a lot of rules to get the same amount of work done.
14. Where would people go to get it? They
can go to Eyetrepreneur.com or their favorite app, Apple, Podbean, Stitcher, Spotify. On Facebook or YouTube for Eyetrepreneur there are lots of videos. I just recorded a video about how to show
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16. How do you deal with that? We’ve tried to combat this using automated recall systems and text messaging and outsourcing bookkeeping, submitting insurance claims and IT services. There’s always someone who can do it better than you. 17. What advice do you have for independent eyecare professionals who want to see their business grow? Every state, every city
has its own professional groups where you can meet and get a feel for the industry. Also, healthcare is a data business. We’re collecting data all day long. You know if someone
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20 Questions WITH PERRY BRILL has diabetes, is a minus 10, loves Ray-Ban, and we all have sophisticated health records today and practice management systems. Run reports every month to look at trends in your practice, and market to your clientele based on that. You also have to go to a major trade show, which would be Vision Expo West or East in the U.S. If you’re really brave, you can go to a European one. That allows you to gain a perspective on what’s actually happening in the industry. You can take classes if you want, but simply visiting booths and talking to them is best. You can go up to booths that maybe don’t have a big name on them because they’re going to give you their time of day and treat you special. It’s competitive out there, and you need to be pairing with the right vendors. Lastly I would advise, delegate. If you’re an optometrist and you’ve made the big swing into entrepreneurship, you’re going to
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have to rely on someone within the office, and you’re going to have to build them up and inspire them, get them passionate and make them hustle. You can have a profound impact on someone by giving them the keys to something worthwhile. 18. This issue will be at Vision Expo West. What’s your typical game plan when you go to a show like that? I don’t make appoint-
ments even with my current frame vendors. I don’t like being held down like that. I like to walk the floor and browse around. I’m always looking for that next product, something way out in left field that is going to be a differentiator. 19. How do you promote your business?
Luckily, after a 36-year reputation, a lot of that just comes organically via word of
mouth. It’s very easy to get patients today, Google reviews, Yelp reviews, if you have a mobile-friendly website. 20. Do you use social media?
I do social media and go really hard at it, but it’s not organic just because you post something. You have to pay to play. You’re going to have to fork over potentially $500, $1000 a month to get any traction. The number one thing that anybody can do in the industry is write a blog. One blog a month even would be great, and you’d be surprised how many website hits you start to get. n
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1.800.765.3700 • ZYLOWARE.COM • #WeAreZyloware • CONNECT WITH US ON FACEBOOK, TWITTER AND INSTAGRAM 19-002 ©2019 Zyloware Eyewear. ©2019 Zyloware Corporation and Dafu Licensing, Inc. ©2019 Lantern Entertainment. ©2019 Randy Jackson Eyewear is manufactured and sold under license from 1963 Entertainment, Inc. ©2019 Shaquille O’Neal; Rights of Publicity and Persona Rights: ABG-Shaq, LLC. shaq.com. ©2019 Distributed under license from John B. Stetson Company. ©2019 Caleres, Inc. Via Spiga is the registered trademark of Caleres, Inc.