VCPN February 2018

vision care

product news

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FEBRUARY 2018 VOL 18, ISSUE 2

Contents.

VC P N F E B R UA RY 2 018

EDITORIAL STAFF VICE PRESIDENT, EDITORIAL John Sailer JSailer@FVMG.com

ASSISTANT EDITOR

ON THE COVER

Cara Aidone Huzinec CHuzinec@FVMG.com

Trending designers Coco and Breezy’s first opthalmic collection hits the same bold notes as their successful sunglasses with fashion-forward flair.

CREATIVE DIRECTOR Kat McBride KMcBride@FVMG.com

PRODUCTION + WEB MANAGER Anthony Floreno AFloreno@FVMG.com

CONTRIBUTING WRITERS Dana Borowka, Richard Fenton, Roxi Hewertson, Andrea Waltz

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EDITOR EMERITUS Ed De Gennaro, MEd, ABOM EDeGennaro@FVMG.com

BUSINESS STAFF PRESIDENT & PUBLISHER Terry Tanker TTanker@FVMG.com

EXECUTIVE VP Shawn Mery SMery@FVMG.com

DIRECTOR OF SALES Janet Cunningham JCunningham@FVMG.com

VICE PRESIDENT, MARKETING Debby Corriveau DCorriveau@FVMG.com

VICE PRESIDENT, OPERATIONS Sharon O’Hanlon SOHanlon@FVMG.com

UPFRONT FROM THE PUBLISHER 7 VIEWS 9 VCPN INSIDER 10

BUSINESS SOLUTIONS LEADERSHIP 12 The DOs and DON’Ts of Great Leadership

22 COMPANY CULTURE 16 Hiring for Personality

by Dana Borowka

EYEWEAR & FASHION 360 20 More Than an Accessory

ONE SIZE DOESN’T FIT ALL 22 TRENDS 25

by Roxi Hewertson

Not for the Faint of Heart

STRATEGY 14

NEW 28

Embracing Failure is the Key to Succeeding

MIDO 33

34 VISION CARE TECHNOLOGY BRING SURFACING IN-HOUSE 34 PHOTO CLINIC 38 Simply Snapit; That’s It

VISION EXCHANGE CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 39 20 QUESTIONS 40 with Keni Thomas

by Richard Fenton and Andrea Waltz

For subscription information email SUB@VisionCareProducts.com VCPN (ISSN-1549-6716) is published monthly by JFT Properties LLC, 24651 Center Ridge Road, Suite 425, Westlake, OH 44145. phone (440) 471-7810. Periodical Postage paid at Cleveland, OH and additional mailing offices. Postmaster: Send address changes to VCPN, P.O. Box 986, Levittown, PA 19055-9998.

SUBSCRIPTIONS: VCPN, P.O. Box 986, Levittown, PA 19055-9998 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 © 2018 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.

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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model worn is AT317

One of the most respected and well known brand names in America, Ann Taylor eyewear, provides petite sizes in sun, optical, and titanium for the woman who expresses her style and confidence, and puts her best self forward.

BRAND NAMES YOU CAN BE CONFIDENT ABOUT CALL US AT 800.243.6350 | LAMYAMERICA.COM BRAND NAMES YOU CAN BE CONFIDENT ABOUT CALL US AT 800.243.6350 | LAMYAMERICA.COM

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From the Publisher.

WINNERS

and Losers

T

he difference between winners and losers is how they handle losing.

Let’s face it: you’re not going to win every time. An effective leader must be resilient because no one can win all the time. The pitfalls and troubles that come with owning and operating a business are immense.

As the old saying goes, “If it were easy anyone could do it.”

The fact of the matter is that it is not easy. It’s far from it.

Entrepreneurs must be willing to fail and try again — to learn how to come back after setbacks and, most importantly, to avoid making those same mistakes time after time. The last several years have tested our management skills, as disruptions and setbacks seem almost common — even among the most successful companies.

Resilience, according to Webster’s, is the ability to recover from change or misfortune and become successful again. This resilience is the ability to adapt, and it builds confidence in those leaders willing to get back up and try again.

Successful people will tell you they’ve learned more from their failures than their successes.

(See “Embracing Failure is the Key to Succeeding,” page 14).

To quote Dale Carnegie, “The successful man will profit from

his mistakes and try again in a different way.”

The adversity we deal with generally falls into two categories: circumstances outside our control; and those roadblocks we put in our own path. While the first category is literally outside our control and might include more business than we can handle due to the end-ofthe-year rush to use FSA accounts, for example, or a downturn due to economic cycles, what about those factors actually in your control? What about the self-inflicted wounds?

One common regret of business owners is that they failed

employee’s training, they are likely to pursue opportunities in companies that do offer educational programs.

After you ask yourself, “What if I train my employees and they leave?” Follow that up with, “What if I don’t train my employees and they stay?”

Marketing is another line item that is an investment, not an expense. Marketing and advertising generate sales and sales leads, and you would have significantly less business without them. Sometimes, new trends like social media stop us in our tracks. You might wonder if it’s just a fad or a lasting change

TERRY TANKER PRESIDENT/PUBLISHER

This resilience is the ability to adapt, and it builds confidence in those leaders willing to get back up and try again. to view a specific line item as an investment rather than an expense. Investments involve a temporary outlay of cash or time. Good investments generate returns over and above the initial cost. For example, some business owners don’t invest in employee education and training. They can’t afford it, or they are concerned that once properly trained, the employee may leave for a different, higher paying job. The irony here is that if you don’t invest in your

worth the investment of time and money. Let your past experiences guide your decisions to help you make better choices.

Entrepreneurs take calculated risks. They view mistakes as learning opportunities. When they fall, they may feel sorry for themselves for a few minutes, but they pick themselves up and begin again with new perspectives.

Here’s hoping you learn from your mistakes...and they’re not too big! n

Email me at TTanker@FVMG.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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Views.

THINK ABOUT Your Exposure

I

t’s show time! Well at least it’s that time of year when there seems to be one meeting after another in the optical field. Some of the big ones coming up are MIDO in Milan (Feb. 24-26; see our interview with the current president Giovanni Vitaloni on page 33), SECO in Atlanta (March 2-4) and Vision Expo East in New York City (March 16-18).

Additionally, the Essilor National Sales Meeting was held in Austin (Jan. 7-9), Opti in Munich (Jan. 12-14), The Vision Council Executive Summit in San Diego (Jan. 24-26) and Transitions Academy in Orlando (Feb. 11-14).

That’s a lot of meetings and shows packed into the first few months of the year, which is why every new year starts off as “show time” for those in the eyecare and eyewear business.

After having been invited to attend many of these meetings and events, I learned why it’s “show time” for other reasons, specifically television advertising.

In Austin, during the Essilor National Sales Meeting, the company announced that its 2018 national television advertising campaign was launching that week and on such a large scale that one spot would be shown every ten minutes. If you’ll recall, Essilor unveiled its television campaign at

Vision Expo West this past fall promoting the Ultimate Lens Package, which combines three new products (Varilux X, Crizal Sapphire 360° UV and Eyezen+ 0 lenses) with Transitions Signature VII. The 2018 Think About Your Eyes (TAYE) national public awareness campaign is also taking advantage of television advertising and was launched the week of January 15th. Research on TAYE’s “Seeing is a Gift” creative messaging, which was first introduced last summer

as a judge of a “dawg” competition. (See page 10.)

Others in the optical field continue embracing video as well. A few months ago, VCPN published an article about how some eyecare professional practices are using video to reach prospective patients (Make a Promotional Video – And Make It Work for You).

A search for just the word “eyewear” online at the Vimeo and YouTube video-sharing sites returns a lengthy list of video commercials.

JOHN SAILER VP, EDITORIAL

If you are among those that are using videos to promote your products and services, feel free to send them to us. and runs through 2018, indicates that 7 in 10 respondents said they were likely or very likely to schedule an annual eye exam after viewing. The current plan, which also includes radio, social media and website advertising, is expected to reach 95% of the target audience (adults age 30-39) over the course of the year, encouraging the public to schedule an annual eye exam with their optometrist.

Zyloware’s Randy Jackson Eyewear line has even showed up in television advertising when the former American Idol celebrity appeared in a Geico commercial

While print publications remain the foundation of our parent company, First Vision Media Group, VCPN also offers opportunities to share promotional videos. We post videos on our website, on our own YouTube channel and on our Facebook page, which is quickly approaching 5,000 followers.

So, if it’s show time for your company, and if you are among those that are using videos to promote your products and services, feel free to send them to us so we can share them with our readers on these various platforms. You’ll be in good company. n

Email me at JSailer@FVMG.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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vision care

product news

Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW

FOR THE ‘DAWGS’ Wearing a style from his eponymous eyewear collection from Zyloware Eyewear, Randy Jackson of American Idol fame puts his talent-spotting expertise to use in the latest TV commercial for Geico. In judging a “dawg” competition, Jackson wears style RJ X115, especially made for him in red.

A VARI VR EXPERIENCE I & Eye Optical’s new website includes both a retailer locator and virtual try-on experience of its Vari Eyewear brand. VariEyewear.com also offers business and eye health content, videos and images. ECPs can register for a retail portal to place and track orders.

Noteabl

e

.

Luxottic a Group and Tiffa n renewed y & Co. its licensin g agreeme nt th Dec. 31, rough 2027.

800.765.3700 Zyloware.com

516.570.2723 VariEyewear.com

OPEN ACCESS

COUNTING DOWN...

MODO PROMO

MYKITA’s upgraded partner portal offers 24/7 access to its product portfolio and a more simplified ordering process with real-time stock availability. The B2B platform can also be used as a “virtual shelf extension” at in-store sales consultations.

...to National Sunglass Day on June 27. The Vision Council has an array of marketing materials available on its online portal, from ready-to-use logos and social media images to web banners and downloadable posters at NationalSunglassesDay.com/Sunglasses/Materials.

Modo’s “Buy a Frame--Help A Child See” program provides early detection and intervention for children who need eyecare. For every frame purchased, Modo works with Seva to provide vision screenings, prescription frames and sightsaving surgeries.

973.669.0063 Mykita.com

703.548.4560 TheVisionCouncil.org

800.223.7610 Modo.com

To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER 10 | VC P N F E B R UA RY 2 018

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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

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vision care

product news

Insider.

HIRES & PROMOTIONS Masakiyo Honjo was named president and CEO of Charmant USA, effective Jan. 1.

Noteable.

Marchon Eyewea r, Inc. renewed a multi-year licensing agreement with Ka rl Lagerfeld

NIDEK IN NEPAL The Shree Kalika Secondary School in Sundawati, Nepal, celebrated its new building in October with support from NIDEK (partner of Santinelli International), which helped to reconstruct the building after it was destroyed by an earthquake in 2015. Originally built with NIDEK’s help in 2001, the school was rebuilt with an earthquake-proof structure. “We continue to be proud of our association with our partner NIDEK as they remain committed to improving the lives of people around the world,” said Gerard Santinelli, president and CEO, Santinelli International.

800.644.3343 Santinelli.com

NEW LEADERSHIP FOR TAYE Steven Loomis, OD, former president of the American Optometric Association, is the new chairman of the 2018 advisory committee of Think About Your Eyes. The national public awareness campaign announced this year’s committee members last month. Rick Weisbarth, OD, of Alcon will serve as vice chair. Other committee members are: Patience Cook (Transitions); Marty Bassett (Walman/The Vision Council); Sherianne James (Essilor); Lukas Ruecker (Luxottica); and Jacqueline Henderson (Johnson & Johnson Vision).

855.449.8294 ThinkAboutYourEyes.com

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800.645.2121 Charmant.com DeRigo REM appointed Alessandro Baronti president, effective Jan. 19.

800.423.3023 DeRigo.US Smith promoted Andrew McCabe to creative director in December after serving as both senior graphic designer and art manager.

888.206.2995 SmithOptics.com

25 YEARS OF GOOD LIGHT KODAK Lens celebrates its 25th anniversary in the U.S. this year. Licensed by Signet Armorlite, Inc. in 1992, KODAK Lens today has a portfolio that includes single vision, bifocal and progressive lenses plus blue light filtering materials and coatings. In 2015, KODAK Lens revamped its marketing with “See the Colors of Life” initiative to include the KODAK Lens Professional Services program, which helps ECPs with in-store branding.

800.759.0075 KODAKLens.com

SAMA’S NEW STORE Designed by famed jeweler Loree Rodkin, Sama Eyewear’s new concept boutique opened its doors in November at Westfield Century City in Los Angeles. The new store carries all Sama collections, including the precious metal range, buffalo horns and collaborations. Specialty frames and limited edition lenses will also be available, along with a lens bar for customization.

Rodkin designed the space to feel like a “chic boudoir,” explaining: “The eyewear is the star, but in this space, everyone will look and feel good from the moment they enter, which is exactly what I wanted.”

WestGroupe named Wallata Delvaille export sales manager; WestGroupe USA appointed Christopher Allen southeast regional sales manager, and Christopher Mullen, formerly central regional sales director, was promoted to national sales manager.

855.455.0042 WestGroupe.com Modern Optical hired Debora DeLong as the company’s new national sales trainer, a newly created position.

800.323.2409 ModernOptical.com

877.788.7262 SamaEyewear.net

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THE DOS AND DON’TS of

Great Leadership

THERE ARE FIVE WINNING BEHAVIORS—AND FIVE FAILING BEHAVIORS—THAT SHOW UP CONSISTENTLY IN LEADERS WHO SUCCEED AND THOSE WHO FAIL.

By Roxi Hewertson

S

elf awareness, self management, social awareness and relationship management are the biggest differentiators between great leaders and failing leaders.

5 THINGS GREAT LEADERS DO 1 Understand their own emotions and recognize their impact on themselves and others. It all begins with the amount of emotional self-awareness you demonstrate. Great leaders know what pushes their buttons and where their passions lie. They know how to manage themselves and others in times of high stakes emotion, crisis and conflict.

Great leaders also pay close attention to their impact, regularly seeking feedback so they may recover gracefully when their impact and intent are not in synch.

2 Know their strengths and limits. The best leaders understand they can never know and do everything and don’t pretend they can. Instead, they recognize what they’re good at and leverage those skills, spending time doing what they do best and continuing to learn in areas where they’re not

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as accomplished. Great leaders surround themselves with people who are smarter and more experienced in areas of their own personal gaps.

3 Have a good sense of their self-worth and capability. There’s a big divide between confidence and arrogance. Confidence comes from a strong sense of self-worth and self-awareness. Arrogance comes from fear in many cases and a sense of entitlement in others. The best leaders are very confident in what they know and can do from an objective view rather than an assumed view.

These leaders continuously test themselves to see what they’re capable of, stretching and growing and learning. At the same time, great leaders tend to be grounded, centered, stable people who are calm during a crisis and rock solid in modeling their core values, particularly under pressure.

4 Think and act with optimism, seeing the “upside.” There are two kinds of attitudes in the world, those who think and act through abundance and those who think and act through scarcity. Attitudes shift throughout our lives for many reasons, and great leaders know the message they’re sending about whatever attitude is current. Great leaders go

for solutions, new ideas and silver linings, even in the worst of times. They may change course, but they never give up. The best leaders will tell the truth even if the “sky is falling” and then shine a light on the path to get everyone to a better place.

5 See and seize opportunities for contributing to the greater good. Despite conventional thinking, great leaders have low ego needs because of their solid confidence and self-worth. By not wasting time and energy to shine up their image, this kind of leader frees up energy and time to create something greater than themselves, often building a legacy that contributes to something far more important than their personal agendas. Great leaders have an achievement orientation that is laser focused on the greater good. They proactively look for ways to get the best for the most people involved, even sacrificing their personal agenda to achieve a greater overall solution or result.

5 THINGS FAILING LEADERS DO 1 Discount others’ emotions and perspective. Failing leaders simply don’t pick up on or value other people’s signals. If they do, they don’t care, all demonstrating a 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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Leadership. fundamental lack of empathy. One cannot be a good leader without empathy, period. People led by such a person generally leave as soon as they can because they don’t feel trusted, heard, understood or respected.

This type of leader will have limited influence over time and will not inspire others.

2 Miss key organizational clues, norms, decision networks and politics. These types of leaders are mostly clueless and leading in name only. They somehow landed a leadership title, most likely by accident, circumstance, timing or favoritism. They have very little emotional intelligence in terms of self-awareness and organizational awareness. They simply don’t pick up the clues when their boss is displeased with them, when the tide is changing or when people are talking about them behind their backs. They make decisions that are not theirs to make and don’t make decisions that are theirs to make. They don’t develop a wide network; they simply show up and act more like an individual contributor than a leader, even with their peers.

3 Blame others for outcomes. Great leaders look “in the mirror” when things go wrong and “out the window,” applauding others when things go right. Holding people

accountable for their performance is important; blaming them for mistakes or failures is a non-starter. The difference between accountability and blame is the way with which the issue or problem is dealt. Asking questions to understand how or where things went wrong allows the leader to “own” the problem for the team and then have a candid discussion about the situation and the solutions without fear. Failing leaders don’t ask; they tell. They need to make someone wrong to be right.

4 Avoid dealing with and resolving conflicts. Failing leaders avoid dealing with conflict, fail to provide constructive feedback and duck key relationship issues.

They often think, “If I ignore it, it will go away.” Sometimes it does, but rarely. More commonly the conflict grows exponentially until it’s a toxic, smelly mess. No team can be functional without the ability to resolve their inevitable and necessary conflicts.

5 Isolate self and/or team from others in the organization. These are the lone wolves who think they, or they and their team, can do the job better than everyone else. These failing leaders may have a tight “in-crowd” of direct reports who believe in them, hear a lot of “yes” from their direct reports and see themselves in an “us vs. them”

See and seize Discount opportunities for others’ emotions contributing and perspective to the greater good Read/ understand own emotions and recognize the impact on self and others

GREAT

Think and act with optimism — seeing the “upside”

Avoid dealing with and resolving conflicts

5 THINGS

FAILING

LEADERS DO

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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Roxi Hewertson, president & CEO of the Highland Consulting Group, is a no-nonsense business veteran revered for her nuts-and-bolts, tell-it-like-it-is approach and practical, out-of-the-box insights that help both emerging and expert managers, executives and owners boost quantifiable job performance in various mission critical facets of business. AskRoxi.com

Discount others’ emotions and perspective

5 THINGS

Know one’s strengths and limits

situation. They work best in “silos,” rarely sharing resources or knowledge across the organization. They believe they’re in it alone, that no one understands them and that, if anyone interferes with them, it will dilute their agenda, work or image. Failing leaders divide and try to conquer. Winning leaders don’t undermine their counterparts as failing leaders do. Instead, they collaborate and synergize, leveraging the brains, talent and time of other leaders in the organization for the good of the whole.

Most leaders can learn, develop and increase their own emotional intelligence. It takes assessment, self-motivation, learning, awareness, practice and feedback.

Improving one’s emotional intelligence is a life-long journey — one that great leaders relish. n

Know and have a good sense of one’s self-worth and capability

Isolate self and/or team from others in the organization

LEADERS DO

Blame others for outcomes

Miss key organizational clues, norms, decision networks and politics

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Strategy.

EMBRACING FAILURE is the

key to succeeding WHILE IT MAY SEEM COUNTERINTUITIVE, YOUR WORST FAILURE CAN BE YOUR BEST STEP FORWARD TOWARD SUCCESS.

By Richard Fenton and Andrea Waltz

O

ne of the most emotionally charged words in business and in life, failure isn’t something to be avoided but rather a stepping stone to success.

Tap into the power of failure to reach the next level of success in your business. It requires a new way of viewing failure and success and adopting strategies that might seem completely counterintuitive. It also requires dispelling a lot of the common, misguided thought patterns of the past. Implement these key strategies to embrace failure and succeed.

CHANGE YOUR MENTAL MODEL Most people avoid failure. The problem is that without a willingness to fail, you actually ensure mediocre results. Reframe how you think about failure and success.

We see ourselves stuck in the middle, with

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failure on one side and success on the other. So here we are, having to choose one or the other.

We’ve been trained to move toward success and away from failure. But the new enlightened model is that you’re on one end of the process. Failure is actually in the middle of the process on your way to success.

Most people get to the sign marked failure and figure they’re heading in the wrong direction. They turn around figuring success must be the other way. It’s not. When you reach the sign marked failure, success is almost always straight ahead.

PERMISSION TO FAIL As kids, we failed every single day and thought nothing of it. We were learning and trying new things all of the time. Everything was a “first” for us. Brushing ourselves off (literally and figuratively) and getting over failures was a daily practice.

That skill slowly gets pushed out of us as

we grow older, and by the time we’re teenagers we’ve lost or forgotten this great quality we once had. You had no fear of failure because, up until that point, you didn’t care what other people thought about you. The obsession with perfection, fearing mistakes and failure ruins opportunities and destroys your potential.

Give yourself permission to make mistakes, mess up, hear “no” and fail. You will learn more and have far more opportunities than by insisting on perfection of yourself and your team.

An environment that insists on only perfection causes the opposite: lack of innovation, lack of creativity and fear. And no one operates at full potential with that hanging over their head.

HEAR MORE ‘NOS’ If it’s true that the more we fail the more we succeed then the immediate goal should be 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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Strategy.

Change Your Mental Model

Permission to Fail

to intentionally increase your failure rate.

Consider the fact that, to a large degree, success is a numbers game. So, the value in increasing your failure rate is to literally improve your chances at success.

Embracing failure requires applying some new counterintuitive ideas. One is that there is a ton of value buried in most “NOs.” Getting a “no” is a chance to discover something you had not thought about. It causes you to dig further, ask more questions and gather more information. Set goals for the number of “NOs” you hear.

The other exciting aspect of this strategy is how it keeps people “in the game” when they’re doing well. The irony is, when people hit their goals, they will slow down or stop, ending their hot streak. But if you keep going when the yes’s of life are falling at your feet, the sky is the limit.

LEARNING FROM FAILURE Benjamin Barber, an eminent sociologist, said, “I don’t divide the world into the weak and the strong, or the successes and the failures . . . I divide the world into the learners and non-learners.”

In one survey conducted on Linkedin.com on how business people made hearing “no” valuable, one person reported back that a “no” caused them to ask the prospect what it was that made them say “no.” By asking that question, 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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Hear More ‘NOs’

When you reach the sign marked failure, success is almost always straight ahead. it gave them more information to continue a dialogue with their potential customer.

Being positive rather than negative about failing opens you up to a significant amount of learning. While any failure can be frustrating and deflating in the moment, it provides a process for evaluation that would have been skipped altogether without receiving it.

When you continue to value and learn from your failures, what you end up with long-term is a more effective business operation.

CELEBRATE FAILURE It’s natural to be excited about the successes in your business. If the key to success is to embrace and increase failure, however, then it only makes sense to celebrate the setbacks as well.

When is the last time you rewarded yourself (or someone who works for you) for failing? Probably never. This is also why failing continues to have its negative hold on people’s thoughts and emotions.

In their book, Whoever Makes the Most Mistakes Wins, Richard Farson and Ralph Keyes discuss the risk-friendly workplace and make the point that great leaders treat

Learning from Failure

Celebrate Failure

success and failure the same. They state: “Enlightened managers understand that rewarding one and punishing the other can create more problems than it solves. Therefore, they approach them both with the same posture.”

Like a good coach, you should take victory and defeat in stride. If not, you will create an environment where people do not feel safe in attempting innovative ideas or trying new things, and that leads to a stagnant and stale operation.

In any aspect of your business where things are not changing and growing — they are dying.

Many people may say they understand they will fail sometimes to succeed. But for most it’s simply a platitude; one of those things we say but never do.

If you take the time to change how you think, and believe it’s the way, you can literally start failing your way to success today.

Embracing failure just could be one of the most successful things you’ve ever done. n Richard Fenton and Andrea Waltz are the authors of Go for No! — Yes is the Destination, No is How You Get There, a short powerful story written specifically for sales professionals in every industry who must learn to harness the power of “no” to be successful. GoForNo.com F E B R UA RY 2 018 VC P N | 15

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Company Culture.

HIRING FOR

personality

By Dana Borowka

H

iring decisions are among the most important decisions you make in building your business. If you don’t do it right the first time around, you could end up costing yourself time, money and aggravation.

According to the U.S. Department of Labor, a hiring mistake could cost your company an average of about 30% of the position’s first year earnings. These costs add up, from advertising and recruiting for the new position, time spent training the replacements and, potentially, lost customers.

So how can you comfortably predict a person’s on-the-job performance? Many times, a standard interview isn’t enough. In such a setting, candidates are on their best behavior, displaying and discussing the traits they think will get them the job.

A personality assessment can be a useful

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TO CHOOSE THE BEST-MATCHED EMPLOYEES FOR YOUR COMPANY, FOLLOW THESE NINE PERSONALITY ASSESSMENT TIPS.

According to the U.S. Department of Labor, a hiring mistake could cost your company an average of about 30% of the position’s first year earnings. tool for gauging a candidate’s competence and compatibility. With an accurate interpretation of the results, these assessments can help you beyond simply hiring better-suited candidates for your company and for the demands of the position. The knowledge you gain from having a better understanding of your employees’ overall psyche can also help you manage.

To help you screen personality tests and testing companies, this nine-point checklist from the book Cracking the Personality Code can help you review assessment tools and support.

1

RATING SCALES A rating scale is any instrument designed to assist in the measurement of subjective evaluations of, or reactions to, a person, object, event, statement or other item of interest. The more rating scales, the clearer the picture you will have. The assessment company providing the test needs to address the number and type of rating scales they are using.

According to the Encyclopedia of Psychology, there are several varieties of rating scales. One common form of rating scale presents the rater with a range of potential responses that include opposing possibilities. The rater is expected to indicate the position that most accurately represents the response. Another form of rating scale presents a list of characteristics or attributes. The rater selects those believed to apply to the subject in question. Rating scale instruments Continued on page 18

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Fully Loaded.

DESIGNED FOR LIFE. BUILT FOR SPORT. TARGETLINE

OA K L E Y.C O M ©2018 OAKLEY, INC.

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Company Culture.

Continued from page 16

are used in psychological research primarily to assess qualities for which there is no objective answer.

trying to “fake good.” A proper test analyzes personality characteristics in the context of business concerns.

2

6

TIME TO COMPLETE THE TEST This depends on how in depth you need to look at personality. Here are your typical three options for testing: • Basic team assessments using four primary scales with 30-60 questions can take 10-20 minutes to complete.

• Simple prescreening of candidates team assessments using up to eight scales with 60-120 questions can take 20-30 minutes to complete.

• In-depth personality tests for screening candidates and assessing the team using 1216 scales and more than 164 questions can take 35 to 90 minutes to complete.

THOUGHT FLOW Of course, not everyone thinks and processes information the same way.

A good personality test will give you insight into an individual’s thought flow. This not only helps with hiring, but understanding how someone’s thoughts naturally flow is also a very powerful management tool.

Sharing this information among team members helps employees communicate more effectively with each other.

9

DETAILED INTERVIEW QUESTIONS The assessment company you choose should help you create tailored interview questions based on the candidate’s specific personality. The purpose is to probe facets of the personality you need more de-

So how can you comfortably predict a person’s on-the-job performance? Many times, a standard

3

QUALIFICATIONS OF THE INDIVIDUAL INTERPRETING THE TEST The best tests require someone with comprehensive psychological training for proper interpretation of the data.

Weekend training programs can be problematic since testing and human behavior are complex. When making hiring or internal decisions, organizations need as much information and understanding as possible, because the consequences can be costly.

you know which personality types work best together, you can mix and match your people so that you get the most out of each of them. For every strength a person possesses there is a corresponding weakness. For example, being assertive is a strength, but a person can be too assertive and off-putting for some people or in some situations.

interview isn’t enough

4

7

tails on. Many employers are now doing “behavioral interviews.” Rather than focusing on resumé and accomplishments alone, use the personality test as a jumping off point to ask open-ended questions that will cause the job candidate to describe real circumstances and their responses to them. Ask them to describe in detail a particular event, project or experience and how they dealt with the situation, and what the outcome was. This type of interviewing is the most accurate predictor of future performance. n

5

CAREER MATCHING Certain personality assessments help you gain information that may either support the person’s present career choices or assist them to explore, consider and plan for another career direction. A personality test can give you an indication of which jobs match the candidate’s personality type and which careers they may have an aptitude for.

You do need to remember that the test results are only an indicator and should not be relied on as an absolute assessment of which career is best for the person.

8

Dana Borowka is president of Lighthouse Consulting and the author of Cracking the Personality Code. He has more than 25 years of experience in business consulting, with an undergraduate degree in Human Behavior and a master’s degree in Clinical Psychology. LightHouseConsulting.com

LINK PROFILE TO RESUMÉ AND JOB DESCRIPTION It is not enough to just review the data analysis of a potential new-hire’s personality. Before you hire this person, you will want to ascertain how the person’s past relates to the possible future your position offers. Whoever is assessing the candidate’s data with the hiring manager needs to have the resumé and the job description in order to do a thorough review.

IMPRESSION MANAGEMENT/ FAKING GOOD SCALE A questionnaire needs a minimum of 164 questions to gather enough data for an “impression management” scale. Impression management allows you to understand the accuracy of the results and if someone is

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STRENGTHS AND WEAKNESSES SUMMARY Personality assessments are a proven and effective way to create highly functional teams. This starts with a summary of each person’s strengths and weaknesses. Once

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Zac Posen ‘Lenihan’

Shop the collection at kenmarkeyewear.com

lisadengler

Zac Posen / Far row

1/9/18 8:34 AM 1/18/18 11:37 AM

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MORE THAN an accessory

COCO AND BREEZY’S INITIAL OPHTHALMIC COLLECTION FROM EASTERN STATES EYEWEAR APPEALS TO THE EYEWEAR AFICIONADO.

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PHOTOGRAPHER: SINCERE DENNIS (NEWNYER) MAKEUP: JHENELLE NEON MODEL: KOKIE CREATIVE DIRECTOR: COCO DOTSON

360.

BAKER

AUGUST

JENE

COVERT

People get stuck on gender when it comes to clothing and accessories; we are all about unisex.

nown for their funky sunglasses that scream “cool,” Coco and Breezy Dotson’s brand new line of ophthalmic frames doesn’t disappoint. With eight styles (half for women and half unisex) now available, the collection is unmistakably fashionable yet easily wearable.

“Our consumers are people who aren’t just into fashion in clothing but also love a fashion optical piece,” Coco said.

Classic frame shapes such as cat eye, round and rectangle are taken to another level with design elements such as cut outs

and mixing materials, notably acetate and stainless steel. Nosepieces are etched or created with different colors to match different parts of the frame. Rene and Munster models feature an etched bridge, an extension of the metal bar that runs through an acetate front.

Baker incorporates shiny to matte acetate on the frame front for added depth.

Colorways range from neutrals to bolder silver and gold and shades of white, nude, blue and rust. Each style comes with a special hardcover box that includes a case, cleaning cloth and guarantee card.

Noting that some women prefer men’s styles and vice versa, Coco explained both

she and Breezy kept that in mind while designing the collection.

“People get stuck on gender when it comes to clothing and accessories,” she said.

“We are all about unisex.”

Models are a mixture of entirely new styles and archived designs they created “years ago,” Coco said.

“The collection took us time, but we are excited because we are constantly designing,” she added. “We wanted to give people a choice of optical frames to grace the faces of the fashion-conscious consumer who wants an awesome, cool independent brand. And we are that brand for them.” n

Coco and Breezy/Eastern States Eyewear 800.645.3710 CocoandBreezy.com ESEyewear.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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ONE SIZE DOESN’T

fit all

WHETHER PETITE OR ROOMY, MANY FRAMES TODAY COME IN MULTIPLE SIZES TO FIT ALL FACES.

F

itting patients who don’t fall into the “one-size-fitsall” category doesn’t need to be challenging for you – or frustrating for them. More and more eyewear companies offer specialty fit frames, from petite and extended size to “global” or “universal” fit to meet the needs of every customer.

TC CHARTON

GLOBAL FIT

KENMARK EYEWEAR VERA WANG VA28

Designed to fit various ethnicities, global fit eyewear is now commonly available. Styles from Guess by Marcolin feature enhanced nosepad height, a flared nosepad design and a narrower distance between lenses, as well as less lens curvature of the frame front. From FYSH by WestGroupe, model F-3954 has an adjustable nosepad height that is made to fit both lower or minimal bridges as well as high cheekbones.

"A special fit collection must have colors, styles, materials and shapes to fit anyone," said Debby Bauer Robertson, an optician at Colonial Eye Care in Williamsburg, VA. "In today's market, there are many choices to make and because everyone is unique, so should their eyewear."

Responding to a need to make eyewear properly fit the facial characteristics of Asian

wearers, TC Charton produces both ophthalmics and sunglasses for men and women.

Kenmark Eyewear's alternative fit line is wider and less curved with adjusted nosepads and built-up bridges. Luxottica offers global fit frames in Burberry's The London England Collection and The Versace Manifesto line, and Alternative Eyewear's Global Fit collection comprises six models without nosepads to fit those with low profile bridges. Two BCBG global fit styles from ClearVision Optical, Aisha and Lilah, have built-up acetate nosepads that allow frames to sit higher on the face.

Models in MODO's Global Fit collections add pad arms onto the bridge for a more comfortable fit on the nose. Four Global Fit designs have been added to the company's Paper-Thin Acetate collection and three to its Metal Core Acetate line.

Corwin Li, OD, owner of CorVision Optometry in Fremont, CA, said he has always looked for versatile brands to offer patients, whether they are alternative fits

LUXOTTICA VERSACE VE 3254

MARCOLIN GUESS GU2652

with extended nose support for shallow nose bridges or extended sizes with good quality and a variety of styles.

"We definitely go out of our way to mention special sizing for patients," he added.

"We've gone out of our way to look for options for them, and we're proud to show our patients everything we have to offer."

ALTERNATIVE EYEWEAR 888.399.7742 AlternativeEyes.com CLEARVISION OPTICAL CO. 800.645.3733 CVOptical.com CService@CVOptical.com COSTA 800.447.3700 CostaDelMar.com Sales@CostaDelMar.com INSPECS USA 844.771.7710 InspecsUSA.com Sales@InspecsUSA.com KENMARK EYEWEAR 800.627.2898 KenmarkEyewear.com L’AMY AMERICA 800.243.6350 LAmyAmerica.com Support@LAmyAmerica.com LUXOTTICA 800.422.2020 Luxottica.com MARCHON EYEWEAR 800.645.1300 Marchon.com CS@Marchon.com MARCOLIN 800.345.8482 22 | VC P N F E B R UA RY 2 018

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Hard to Fit Patients.

EXTENDED SIZE

INSPECS USA CATERPILLAR CTO BOLT

INSPECS USA CATERPILLAR

TURA GEOFFREY BEENE G441

MARCHON COLUMBIA C3015

Extended size options are aplenty; giving patients the right fit and comfort without a style sacrifice.

Alternative Eyewear has two extended fit collections: Gridiron for men and Grace Queen for women.

Modern Optical's GB+ line for women has 20 models while its B.M.E.C. collection comprises 75 styles for men.

Inspecs USA's Caterpillar ophthalmics for men are constructed of stainless steel fronts with Ultem temples and feature an extra-long temple fit, modified eye and bridge sizing, plus a specially adapted endpiece for more room.

"A good special fit collection is a line where we can fit a patient, male or female,

with a good eye size and temple that will not leave a mark on the side of their face," said Angela Villareal, office manager at Family Eye Care Optometry in Lemoore. "We try to style the patient in the size that best fits their face. A patient can walk out of our office feeling good and looking good in their glasses!"

Costa’s Seamount 201 and Ocean Ridge 101 ophthalmic models offer roomier fits. In sunglasses, Ray-Ban Wayfarer Classic and Clubmaster Classic from Luxottica are both available in larger sizes.

Zyloware has three men's collections of larger sizes. Shaquille O'Neal, Stetson and Randy Jackson. From Tura, extra large frames in its Geoffrey Beene collection aren't short of style, all while providing a perfect fit in eye size 57 to 60, with wider PDs and bridges and longer temple lengths. Marchon has two extra large Columbia models: C3015 available in extended size 59 and C107SM in extended size 61.

PETITE

L’AMY AMERICA ANN TAYLOR PETITE TYATP60701

"Petite women know exactly who they are," said Barry Santini, an optician at Long Island Opticians in Seaford, NY. "They are tired of being shown kids frames or limited editions!"

WestGroupe's Kliik Denmark line is made especially for men and women with smaller face sizes. L'Amy America's Ann Taylor Petite collection offers women chic, modern styles, and Ogi Eyewear has petite frames for both men and women: The 9232 model from its Evolution Collection is an unmistakable feminine cat eye; the Seraphin Warwick for men features a keyhole bridge and dual pin detailing.

In the last two years, Eyeworks in Elkins,

WV, brought in petite sizes, which has benefitted adult women who are tired of having to purchase a children's frame with "stars and hearts or kittens," said Belinda Coberly, lab and optical manager.

Zyloware Eyewear offers smaller sized models in several collections, including Via Spiga, Sophia Loren, Daisy Fuentes and Leon Max. ClearVision's BCBG and Ellen Tracy lines offer smaller frames with contemporary designs.

"I think about the woman who shops in the petites section at a department store; she knows a frame looks too big," said Barb Gorzycki, office manager at Gailmard Eye Center in Munster, IN. "We have had specialty sizes for many years, and our opticians usually select frames for patients. We have such a large variety, and the opticians don't even have to mention size."

WESTGROUPE KLIIK DENMARK

OGI EYEWEAR SERAPHIN WARWICK

ZYLOWARE EYEWEAR VIA SPIGA AGATA

Marcolin.com InfoUSA@Marcolin.com MODERN OPTICAL 800.323.2409 ModernOptical.com CustSVC@ModernOptical.com MODO 800.223.7610 MODO.com OGI EYEWEAR 888.560.1060 OgiEyewear.com CSR@OgiFrames.com TC CHARTON 855.707.0220 TC-Charton.com Info@TC-Charton.com TURA, INC. 800.242.8872 Tura.com Orders@Tura.com WESTGROUPE 855.455.0042 WestGroupe.com Info@WestGroupe.com ZYLOWARE EYEWEAR 800.765.3700 Zyloware.com Info@Zyloware.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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2/6/18 12:40 PM

Please join us for the signature Optical Women’s Association event during Vision Expo East 2018 Pleiades Award honoree ASHLEY MILLS, The Vision Council Pyxis Award honoree DEBRA BULKEN, Luxottica Wholesale and Emerging Leader Honoree JANELLE PAULI, VisionWeb

ASHLEY MILLS

Thursday, March 15th, 7:15 am - 9:15 am espace 635 W 42nd Street, New York City All are welcome.

Breakfast and champagne toast, $55 per person or $500 per table seating 10 guests.

This reservations-only event is presented by OWA Platinum Sponsor, Luxottica, and the OWA Reserve online by March 1, 2018 www.OpticalWomen.com/ChampagneBreakfast

DEBRA BULKEN

An Evening Reception will be held Friday, March 16th. Space may be limited.

Reserve online at www.OpticalWomen.com For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com

JANELLE PAULI

PLATINUM

OWA thanks its 2018 Professional Development Sponsors for their generous support and belief in its mission to enhance and promote the leadership role of women in the optical industry through networking, education, and peer support.

Our thanks to Vision Care Product News for providing this space for OWA’s message.

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GOLD

SILVER

FRIENDS OF OWA

1/10/18 6:05 PM 1/18/18 11:50 AM

Trends.

NOT FOR

THE

faint of heart

FEBRUARY IS THE MONTH OF LOVE, AND THESE FRAMES TOTALLY REPRESENT.

2

1

3 6

4

5

1. Gucci GG0360S Kering.com 844.790.9165 CS@Kering.com 2. Dolce & Gabbana DG2198 Luxottica.com 800.422.2020 3. Kate Spade NY Emmylou/S Safilo.com 800.631.1188 Info@Safilo.com 4. Chloe Poppy Heart CE131S Marchon.com 800.645.1300 CS@Marchon.com 5. Kensie Splash KenmarkEyewear.com 800.627.2898 6. Balenciaga BA0129 Marcolin.com 800.345.8482 InfoUSA@Marcolin.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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A little leather luxury for everyday.

Leather inlays in dragonfly teal and cocoa combined with the new season’s color torts.

Luxurious leather

B O N D E D

Toll Free: 844.771.7710 Untitled-2 1

sales@inspecsusa.com

R I M L E S S

E Y E W E A R

inspecsusa.com 1/18/18 11:36 AM

Extreme Closeup.

SPONSORED CONTENT

WAVING The Union Jack RADLEY’S OPHTHALMICS AND SUNGLASSES OFFER SOPHISTICATED LOOKS WITH STREET-COOL VIBES.

DETAILS

BACK STORY

WOW FACTOR

The Radley ophthalmic and Rxable sunglass collections epitomize London cool with 20 ophthalmic styles and 12 sunglasses. Playful prints and bold patterns, inspired by Radley’s accessories, are heavily featured on ophthalmic frames, each available in three colors. Neat lines create polished, sophisticated eyewear that can easily take the wearer from the workplace to the weekend. “Heritage-inspired” looks combine high-polish acetate with full leather temple wraps for a classic feel with a twist, and jeweled embellishments inspired by Radley’s handbag clasp come in white, gold and rose gold. The Rx sunglass line, offered in two colors per style, incorporates 1970’s inspired glamour in classic yet contemporary shapes that are paired with botanical-inspired tortoise and metallic leather.

Radley, with roots in Camden Market, has attained icon status as a British affordable luxury brand, and its feminine eyewear stays true to the label’s identity with creative design, quality materials and immaculate craftsmanship.

Radley offers a variety of point-of-sale materials that includes showcards and a three-tier frame riser. All ophthalmic and sun styles come with a stunning teal leather case. n

INSPECS USA InspecsUSA.com 844.771.7710 Sales@InspecsUSA.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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New. Launch

SILHOUETTE INTERNATIONAL Perret Schaad For Silhouette, Titan Minimal Art–The Icon

In teaming with design duo Johanna Perret and Tutia Schaad of clothing label Perret Schaad, Silhouette’s commitment to minimalist design comes through in this special edition sunglass style that debuted last month at Berlin Fashion Week. This full-rim model includes Silhouette’s “Print On Lens” technology, in which the rim is printed directly onto the lens. The Icon is available in four rim and color combinations: copper/orange and blue, brass/mint, dark red/gray and gold/caramel and includes a special Perret Schaad cleaning cloth.

800.223.0180 Silhouette.com/Perret-Schaad

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New.

WILEY X WX KLEIN

PLAN “B” EYEWEAR

STYLE: ACKLE04

STAAG SPECTACLES

With ANSI-rated and OSHA-grade eye protection, two aviatorstyle sunglasses come in two models (WX Hayden and WX Klein), each in three color and lens combinations. WX Klein features an oval frame shape, while WX Hayden comes in square.

800.776.7842 WileyX.com

MOREL

MAUI JIM

SCILLIA

STYLE: MELIKA

STYLE: 20022K PN02

Nine models in this men’s collection are constructed of high density, thin-cut acetate and lightweight titanium for comfort.

Frames in oversize round and square shapes feature vintage-inspired press patterns and antique detailing on temples, bridges and frame fronts.

A wood hyacinth that grows boldly wherever it pleases, the Scillia flower was the inspiration for Koali’s new feminine concept. The thin, feminine frames in stainless steel and acetate combined style has been reworked into a light butterfly shape reminiscent of the cat-eye shapes of the ‘60s.

This oversize acetate model features flat gold metal temples in three colorways: pink tortoise/ rose gold, black gloss/ silver and dark tortoise/ gold. Frames include a “saddle-style” fixed bridge and traditional pin hinges, and Rxable lenses feature Maui Jim’s PolarizedPlus2 treatment that blocks 100% of UV rays and 95% of HEV.

888.399.7742 AlternativeEyes.com

800.526.8838 Morel-France.com

888.666.5905 MauiJim.com

STYLE: SWINLEY

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ZYLOWARE EYEWEAR SOPHIA LOREN STYLE: 1556

A full rim frame with a subtle rectangle shape, this women’s model comes in lavender, dusty rose and brown. A light gold metal endpiece starts on the frame front and wraps around to meet two rows of crystal on the temple for a shimmer effect.

800.765.3700 Zyloware.com

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New. Launch

SAFILO MOSCHINO Four subcollections — Logo, Metal Bijoux Chains, Metal Studs and Teddy Bear — comprise this collection of 16 ophthalmic and 15 sun models inspired by the playful look of this Italian fashion label and its creative director Jeremy Scott. Black and havana, as well as white, blue and red, are heavily featured, along with gold metal finishing in 3D logos, studs, chains and metal bars.

Frame shapes range from soft square and flat top to oversize squared mask and heart-shaped.

800.631.1188 Safilo.com

DE RIGO REM FURLA

From the Italian accessories brand comes a collection of two ophthalmics and five sunglasses for women in three subcollections. The Maia Collection of one ophthalmic and two sun styles features bold shapes with contrasting, transparent laminate on frame fronts and temples. The Aurora Collection’s two sunglasses incorporate cut-outs and metal/acetate combinations for lightness as well as Mazzucchelli prints on the temples. The Venere Collection, which takes inspiration from Furla’s handbags, combines color blocking and geometric prints on the temples.

800.423.3023 DeRigo.US

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New.

CHARMANT

OWP

MYKITA

MARCOLIN

ISAAC MIZRAHI NEW YORK

MEXX EYES

LESSRIM

MONCLER LUNETTES

KENMARK EYEWEAR

STYLE: 2516

STYLE: YOKO

STYLE: ML0046

KENSIE

Two models for women incorporate metallic tones and matte finishes for an on-trend yet feminine look.

Style 2718 features a round frame with stainless steel rims and acetate temples, while the rounded square style 2516 is constructed entirely of acetate.

Aiming to “blend seamlessly into facial features,” frames in this rimless collection of seven ophthalmics and one sun model feature ultra-fine, stainless steel rims that measure 0.5mm wide and hold lenses without any perforation. Frame shapes include rectangle, round and panto and come in subtle metallics for a translucent feel.

Removable leather shields on the retro sunglass model ML0046 provide maximum light protection, further enhanced with polarized, anti-reflective mirrored lenses. The semi-rimless ophthalmic style ML0524 features a slim metal frame and temples fitted with integrated hinges that incorporate the Moncler logo

973.669.0063 Mykita.com

800.345.8482 Marcolin.com

STYLE: IM30023

Two metal and two acetate frames round out these new women’s models. Shapes range from ultra-feminine round and cat eye to the more bold rectangle and geometric. Each model is available in three sophisticated color options such as black, rose, red, tortoise and burgundy.

800.645.2121 Charmant.com

877.569.7872 OWPUSA.com

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STYLE: RENAISSANCE

Chic and hip, this full-rim acetate cat eye for women features patterned core wire detailing on the temples and is available in three feminine color options: dark tortoise, crystal blue and ivory.

800.627.2898 KenmarkEyewear.com

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TAKE IT BACK TAKE IT BACK.

:C O N T R O L: :> Service

:> Quality

:> Flexibility

Vision Expo NY Booth LP4327

:> Responsiveness

Take it all back.

:> Profit

The Optek Oasis MAX Complete lab system meets

EyeMed® on-site lab criteria*

™

INTERNATIONAL

MADE IN USA

Optek and Optek International are trademarks of Intuitos, LLC. All information is subject to change without notice.

* Operating an EyeMed® on-site lab requires provider application and approval at the sole discretion of EyeMed®. Optek International cannot guarantee provider approval. EyeMed® and EyeMed Vision Care® are registered trademarks of EyeMed Vision Care, LLC.

Untitled-4 1

Outsourcing lens production = outsourcing control of these vital areas of your business.

Why not put control back where it belongs and ignite your hidden potential? Let us explain how Optek’s in-office lab systems make taking control and unlocking potential easier and more affordable than you ever imagined.

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1/19/18 9:17 AM

Mido.

WHAT’S IN STORE FOR MIDO? VCPN’S JOHN SAILER MET WITH MIDO’S NEW PRESIDENT, GIOVANNI VITALONI, AND DISCUSSED HIS PLANS FOR THE MILAN EYEWEAR SHOW, TAKING PLACE FEB. 24-26.

SAILER What makes MIDO different from the other shows?

VITALONI MIDO is the picture of what the

JOHN SAILER What can we expect from the next edition of MIDO? GIOVANNI VITALONI For me it’s going to

be the first MIDO as president. The last four years I’ve been vice president, and MIDO has grown a lot. Two years ago we added the “More!” Pavilion. Inside More! is the Lab Academy, an area dedicated to start-ups in innovative machinery, raw materials and components that is the base of our industry.

All the major manufacturers for machines and for raw materials will be there, but we will also have some exhibitors in 3D printing. We are working actively to make this area for B2B. For all the other exhibitors selling frames and finished product, to see their suppliers is very important. In 2017 we had record numbers, 1,200 exhibitors, over 55,000 attendees and about 50,000 square meters in terms of surface. Most of the industry was there.

It’s very important to us to be close to our visitors over the course of the year, so we’re working on a project to know our visitors better.

SAILER What new initiatives are you planning to get to know them?

VITALONI We will put into action a plan to

maintain the level of visitors that we have.

Comparing 55,000 attendees to other shows, you realize we have the world coming here, but we need to communicate to them constantly because MIDO is not just a three-day event. There are 12 months of work.

We have to know our visitors one by one, who they are and what they want, so we have appointed external consultants to get in touch with everybody, profile each and understand their needs.

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market is today. We have the big multinational eyewear and lens groups, but then you enter into specific areas of avant-garde eyewear like the Design Lab. We also give space to Asian manufacturing in the Fair East Pavilion.

SAILER What other activities is MIDO pursuing throughout the year?

VITALONI We created a new company three

years ago that organized a minor show called DATE in Milano in September to make it local for the domestic market where independent opticians could approach independent companies. To make things a little different we moved to Florence, which is very central to the territory. We had about 130 exhibitors and over 3,500 visitors, all independent opticians from Italy. It will be held again in Florence, Sept. 22-24.

The last three years we have been working with the Italian Trade Commission to promote the show, inviting the most important buyers from the world to a special event the day before the show.

It’s a preview where about 80 Italian companies present their latest collections to international buyers. It’s like a quick speed date to know each other, to touch the product, to exchange cards, and if there’s something interesting, say, “I’ll see you tomorrow at the show.” So everybody dedicates three or four minutes to each other. This has been quite successful for the Italian companies.

SAILER Now that you are president for a four-year term, what goals do you have?

VITALONI I’ve been vice president of the or-

ganization the last four years and joined forces with Mr. Marcolin, who was our past president the past four years. I’ve been learning a lot from Mr. Marcolin in many different areas.

Our goals are basically divided into two big areas. One is the association, and the other is the commercial activity through MIDO. One goal is to promote the international business of our associates. Within the association, we have involved a lot of medium and smaller enterprises from Italy that have developed their own brands, so now we can work on international projects to develop the Italian factories abroad.

Working with the Italian Trade Commission is extremely important to push the business of the medium and small enterprises around the world with not one or two events but with four, five or six events.

Another goal is to grow the association by creating some new focus groups. We now have focus groups on lenses and will be creating a new one on sunglasses. That’s because large shares of the business are coming through the distribution of sunglasses, partially through the optical channel but mostly outside the optical channel. We have to monitor what’s going on, so we are creating a working group for this.

We’re creating another group of new entrepreneurs that can bring new ideas to push the association further. We also created a federation of Italian fashion that includes jewelry, shoes, bags, furs and clothing. We are restoring a building where all these associations in the federation will be under the same roof.

SAILER: What is your personal background?

VITALONI: I am a third generation entrepre-

neur. My family business has always been in Torino, the industrial capital of Italy. I started in optical 30 years ago in 1987. I created my own brands, Vanni and Derapage.

It’s a business we developed in 50 countries. In the U.S. we partner with Match Eyewear. Our main markets today in Europe are France, Italy and the U.K. We also do well in the U.S. and Canada. We are independent, and we don’t do any kind of licensing. n F E B R UA RY 2 018 VC P N | 33

1/18/18 4:37 PM

Surfacing.

BRING SURFACING In-House EVOLVING GENERATOR TECHNOLOGIES NOW FIT SMALLER MACHINES, ALLOWING ECPS TO TAKE CONTROL AND SURFACE LENSES THEMSELVES.

W

hat’s new and available for eyecare professionals (ECPs) who want to start inhouse generating? Here are the latest technologies offered by the equipment suppliers with compact surfacing units specifically designed for in-office use in retail environments

OPTEK’S OASIS MAX The Oasis (Optek Advanced System for Integrated Surfacing) MAX is a complete, fully computerized surfacing lab system. Every major station (or “cell”) features microprocessor control and is networked to an Rx server. This technology allows critical decisions to be made once, as the job is input. From that point on, intelligent software systems automatically establish optimal configuration settings and manage the processing cycles at each cell. Operator interaction is essentially limited to loading the lens and pressing the start button.

Available with either wax or alloy blocking and readily expandable to accommodate any volume, Oasis MAX can be configured to process plastic, polycarbonate, high-index and Trivex lenses. The included LensMate Lab software interfaces with most VCA-compliant finishing equipment. Complete equipment, software, lap tools, initial supplies, lab layout consultation, and factory warranty and support are included. Oasis MAX is also available as the Oasis MAX Complete lab system, which includes the complete surfacing system of the Oasis MAX plus an edging system, hardcoater and AR-coated semi-finished lens package. The Optek Oasis MAX Complete lab system also meets EyeMed on-site lab criteria, which requires provider application and approval at the sole discretion of this managed vision care company.

PHOTO COURTESY OF SCHNEIDER

SATISLOH’S VFT-MACRO-E Based on Satisloh’s proven VFT technology, the VFT-macro-E is the new entry-level generating machine for digital surfacing. This flexible generating machine is targeted for small size labs looking to do a mid- to long-time investment on a flexible machine that can be upgraded to a full generating machine as their needs grow without having to spend time and money on operator training.

Features and benefits include a small footprint and low weight ideal for smaller operations, a throughput of up to 25 lenses per hour, autocalibration, flexibility that allows for upgrading to even a full VFT-macro onsite, semiautomated calibration for tool height and energy-saving functionality.

COBURN TECHNOLOGIES, INC. 800.262.8761 CoburnTechnologies.com CustomerCareCenter@CoburnTechnologies.com OPTEK INTERNATIONAL 727.522.2301 OptekInternational.com Sales@OptekInternational.com OPTOTECH OPTICAL MACHINERY INC. 215.679.2091 OptoTech.de/En/En 34 | VC P N F E B R UA RY 2 018

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Surfacing.

COBURN’S LENS PROCESSING LABS Coburn offers both conventional and free-form lens processing lab configurations for small to medium sized footprints. Everything is modular, including the lab management software, which allows you to tailor the lab to suit your business, whether you have one location or several offices.

Coburn’s Premier Lab is a complete, conventional and versatile system that combines an open architecture design with advanced lens processing equipment. Included is the new SGX Pro table-top generator for small-format lens-surfacing labs.

Coburn’s Free-Form Mini-Lab (pictured) makes it possible to enter the world of digital lens production without the prohibitive start-up costs, space requirements and technical complexity. The process can be scaled to meet the volume of your business and in some cases can be adapted to work with lens lab equipment you already have.

SCHNEIDER’S NANO LINE For the eyecare professional (ECP) who wants to produce digital lenses in-house without an expensive buildout or facility modification, the Nano line from Schneider Optical Machines requires minimal space and a low investment. Despite its small size, it offers the same flexibility and high quality synonymous with Schneider‘s Sprint and Modulo systems. Its onboard laser engraver ensures that the ECP can produce both private label and branded products to high standards, according to the company. With Nano, retailers can immediately start their own lens production without the need of an industrial surrounding.

Besides generating and polishing solutions, Schneider’s machine portfolio covers antireflective and hardcoating options, making it possible for the ECP to have a full service optical lab. in-house.

OPTOTECH’S SMARTLAB Using CNC controllers, the smartLAB store production line has been designed to fit in a small footprint for retail stores, startups and small Rx Labs. It is fully compatible with any lab management system and lens design software, according to the company. The “FLASH Store” generator uses the tried and true milling and turning technology used in OptoTech’s “FLASH” series machines. The EasyTwin polisher uses multi-tool technology, and the OME 80 store engraver offers semi-visible engravings for all plastic lens materials. While each machine can be operated individually, the modular system allows for future lab expansion as volume grows. OptoTech’s blockfree Grünpfeil Technology eliminates the need for blockers, tapers and associated consumables. Once the lens is calculated, it goes straight to the generator with a specific holder to start processing.

SUPER OPTICAL’S FASTGRIND FastGrind offers independent practices the ability to make digital progressives and other lens designs in a small space using only tap water and standard electric. Last year, Super Optical released a new digital progressive lens design, a photochromic lens material, a blue light lens line and 1.56 VisionAir material. The complete line of lenses is offered with an optional Clarity AR coating.

FastGrind systems are used in over 50 countries, approved as an in-house EyeMed lab and utilized by the U.S. military.

SATISLOH NORTH AMERICA, INC. 800.866.5640 Satisloh.com Info.USA@Satisloh.com SCHNEIDER OPTICAL MACHINES 972.247.4000 Schneider-Om.com Info-USA@Schneider-Om.com SUPER OPTICAL INTERNATIONAL/FASTGRIND 800.543.7376 SuperOptical.com Jennifer@SuperOptical.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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1/18/18 4:40 PM

EXPERIENCE OUR BEST REVIEWED LENS EVER

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Transitions, the swirl and Transitions Signature are registered trademarks of Transitions Optical, Inc., used under license by Transitions Optical Ltd. Photochromic performance is influenced by temperature, UV exposure, and lens material.

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DETAILS When your patients leave the exam room, prescription in hand, how many of them fill that prescription in your optical? As an eyecare professional, your goal is to meet all of your patients’ needs, from providing the comprehensive exam to selling them the lenses you’ve recommended just for them. With the Ultimate Lens Package, you can have it all.

BACK STORY Essilor’s Ultimate Lens Package is a combination of its newest and most innovative lens technologies, along with Transitions Signature VII, designed to give every patient the company’s best in vision, clarity and protection in a single lens. The Ultimate Lens Package includes Varilux X Series lenses, Crizal Sapphire 360o UV and Transitions Signature VII for progressive lens wearers, and Crizal Sapphire 360o UV, Eyezen+ lenses and Transitions Signature VII for single vision wearers.

These products create a unique solution that provides independent eyecare professionals with a new, simplified way of dispensing lenses for patients.

The company’s ongoing commitment to innovation is what drove the development of the Ultimate Lens Package and the revolutionary new Varilux X Series lens. Eyecare professionals know that PAL wearers

*Varilux S Series post-launch survey, 2015 Candada, n=190 consumers.

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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struggle to find “just the right spot” when shifting between near, mid- and far-range objects. Surveys* of premium progressive wearers show that 50% are not completely satisfied with their intermediate and near-distance vision.

Essilor solves this problem with the Varilux X Series lens featuring new Xtend Technology. Varilux X Series lenses are the result of five years of research and development, including 19 wearer studies with more than 2,700 subjects. And Xtend Technology is a game changer because it provides simultaneous focus over a range of distances, allowing the wearer to see sharply through each area of the lens.

WOW FACTOR The Ultimate Lens Package is proving to be the ultimate solution for ECPs and patients. “During the fourth quarter of 2016, our profitability was at 30%.

The Ultimate Lens Package improved our sales to 70% in 2017,” said Arthur Haley, OD, of Family Eyecare in Campbellsville, KY. “It’s been significantly easier to recommend this product, and it’s really changed the way I prescribe. Offering the Ultimate Lens Package makes me feel like I’m giving my patients the best product.

Anything less and they’re not getting the quality they deserve.” n

ESSILOR OF AMERICA, INC. ESSILORUSA.com 800.542.5668 F E B R UA RY 2 018 VC P N | 37

1/18/18 4:33 PM

Photo Clinic.

SIMPLY SNAPIT

That’s It

THE SNAPIT SCREW’S FEEDER TAB SAVES OPTICIANS COUNTLESS WASTED HOURS.

S

napit’s long, thin, unthreaded feeder tab is easily held and dropped into the hinge where it self-aligns, eliminating the need for opticians to feed screws into hinges, back them out of eyewires, file them down when they are too long or search for them when they are dropped.

1

Align and insert the Snapit screw into a hinge or eyewire with the long needle-tip feeder tab. The extended feeder tab allows the Snapit screw to be easily held and dropped into a hinge where it self-aligns.

3

Once the Snapit screw is in place, use your fingers to simply “snap” the feeder tab right off.

Snapit screws are made of high-quality stainless steel and include the proprietary Stay-Tight thread lock. They are available from OptiSource in silver, gold, gunmetal and black flat-heads. The Snapit Vial Holder Stand-Up Display is also available to organize 16 Snapit screw vials and six screwdrivers for easy use.

2

Simply screw the Snapit into place.

4

All done! After the feeder tab is removed, the Snapit screw is left with a smooth finish. No clipping or filing needed.

OPTISOURCE INTERNATIONAL 800.678.4768 1-800-OptiSource.com Info@1-800-OptiSource.com 38 | VC P N F E B R UA RY 2 018

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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

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1/24/18 2:51 PM

20 Questions

WITH

KENI THOMAS

Terry Tanker met with the former U.S. Army Ranger, country singer, and motivational speaker Keni Thomas. Thomas was awarded the Bronze Star for Valor in the battle of Mogadishu and was the squad leader in the now-famous fight immortalized in the film Black Hawk Down. The two discussed the military, leadership, music, and more.

1. What was your major at the University of Florida? Advertising. I didn’t think there was any way I could make a living as a musician, so I’d do something practical and write jingles for a living.

2. Any unusual requests from your country music fans? Always, but I don’t sign body parts!

3. Do you have any hobbies? I like old cars.

4. Do you work on them yourself? Yes, but it’s frustrating when you spend months rebuilding an engine, and you turn the key, and nothing happens.

5. What is your passion? Music, and being the spokesperson for the Special Operations Warrior Foundation.

6. You earned Master Parachute Wings. Do you have any lingering desire to jump out of planes? Absolutely. The Golden Knights are the Army’s jump team. I run into them a couple times a year and have an open invitation.

7. Speaking of the military, how and why did you pick the U.S. Army? The Gulf War was in progress after I graduated I felt a need to do my part. My dad was a Ranger, and ultimately that was a motivating factor.

8. What was the transition from the military to the music industry like? I started the band Cornbread while I was still in the Army. I promised myself if I could pay just the rent with music, I’d find a way to pay the rest of the bills.

9. How do you manage the business of Keni Thomas Inc.? I find the best people that I can afford, communicate my plan, and hold everybody accountable. It’s called tasks, missions, and standards. You have to let everyone know where you’re going, and what you want to accomplish. Most people really want to help you succeed, but you have to be clear about where it is you want to go.

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10. As a small company, do you believe in marketing? Yes. There are three things behind success and failure: planning, training, and leadership. When that moment comes, and the (helicopter) door is open, how well you’ve planned in advance makes the difference. Our mar/com plan is no different.

11. You received the VFW Hall of Fame Award. Can you describe what that was like?

I stood in front of all those veterans, and the level of honor just hit me. Standing there I realized what a huge privilege it is to be recognized.

12. You went to the following — Ranger school, Belgian Commando school, Cold Weather Mountaineering school, Path Finder school, Emergency Medical school, and Special Forces Combat Divers school. Is it fair to say you are a big believer in training?

There is a motto we have: Train as you fight.

Fight as you train. It’s what kept me alive.

13. In the context of a small business, how do you keep training repetition in place so that it doesn’t become tedious, and employees are engaged? By keeping people motivated and morale up, and focusing on the task. This is why having a mission statement is so important. It’s what keeps people rallied around the goal.

14. Do you have an example? The 160th Special Operations Air Regiment is a unique group of helicopter pilots. Their mission statement is simple and direct — “Put the customer on target on time +/- 30 seconds.”

15. Without those kinds of tools, what tends to happen? People start thinking this is boring, this is stupid, I don’t need to be here, and then the foundation of your business starts to erode.

16. Are you only as strong as your weakest link? Exactly. It’s up to everybody, not just the boss. You’ve got to make sure that everybody on your team feels that they are the most important

piece of the puzzle. Once they feel that way, they hold themselves to a higher standard.

17. Do you have a leadership philosophy?

Lead by example. Apply this to the big things, and then to the little things. It starts becoming infectious, and you’ll find you’re setting the example for your co-workers, family, community, and for your nation.

18. What’s the most important thing leaders can do when they face adversity? Drive on.

Good leaders find purpose, direction, and motivation even when the only person that they are leading is themselves. I can’t tell you when, and I can’t tell you where, but adversity is going to hit you. And, when it does, it’s all about how well you’ve prepared for the moment in advance. It’s the training, planning, practice, rehearsal, and self-improvement that get’s you through.

19. Is character built by responsibility? Yes. Character is the foundation of everything.

Character is the one thing that will keep you moving forward when everything around you is telling you to go the other way. In Mogadishu it would have been easy for anyone to step aside, just step out of the fight. Your brain’s telling you to run away, people are getting hit, you need to survive. But not a single person did.

At some point, when it’s really tough, you’ll find what you’re made of. Character lets you step up. It provides the purpose, direction, and motivation.

20. Where does self confidence come from?

General Patton said the most important characteristic in a great soldier is self-confidence. It comes from many different things. Leadership to make the right decision, training that will pull you out of any situation, but most of all, it comes down to confidence in each other, knowing that the person on your left and the person on your right has your back. That comes from constantly preparing, and training, preparing for that moment, and bettering yourself every day.

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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