OptiCenter-The Voice of Vision West - Summer 2012

THE VOICE OF VISION WES T Summer / 2012

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www.vweye.com

! Introduction to Freeform Education Module ®

IN THIS ISSUE:Section from the AOA Paraoptometric

A MESSAGE FROM OUR PRESIDENT Time Away — Something You Should Consider

by Joseph C Mallinger OD MBA FAAO

As paraoptometricT Hstaff E V O I C E O F V I S I O N W E S T

THE OPTICAL VISION SITE: proceeds through this Using Pinterest for

Eyecare Business education module, they

by Cathy Ives will be better equipped CUSTOMER SERVICE TIPS: to explain what What the Vision West

Customer Service Dept.

Freeform® technology

Can Do For You is, identify necessary

1-Hour Quick Bites

First Impressions measurements, present

with Dr. Dubick the Freeform® option to

Stretching your Practice appropriate patients,

by Michael Graves,

Senior Consultant for ExecTech and verify the lenses.

PLUS INDUSTRY NEWS!

PRINTED IN USA

|© 2012 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

“Introduction to Freeform®” has been developed through an education grant from Shamir to educate paraoptometrics on this technology.

The CD-ROM is designed in an easy-to-use automated, audio PowerPoint format, guiding paraoptometric staff through this education module. Running time is approximately one hour and allows unlimited access to learning from home or the ofce.

To order a copy for your ofce, download an order form at:

http://www.aoa.org/ParaoptometricOrderForm.pdf or call 800-365-2219, ext. 4108 for more information.

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Transitions and the swirl are registered trademarks and Healthy sight in every light is a trademark of Transitions Optical, Inc. ©2010 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material. ©2010 Vision Service Plan. All rights reserved. VSP is a registered trademark of Vision Service Plan.

U9MC003

A MESSAGE FROM THE PRESIDENTS DESK

Time Away – Something you should consider.

I find it interesting how many health care providers – Professional Eye Health and Vision Care Providers are no exception – neglect their need to take time away from their practice. How important is the time away? EXTREMELY IMPORTANT. Will the practice not generate quite as much revenue while you are away? Yes. Is the time away worth this decreased revenue? ABSOLUTELY. When a professional, charged with caring for patients’ ocular health and vision, takes time away from the pressure associated with caring for as many as 30 to 35 patients in a day he or she finds the time well spent. How so is what I am asked. The answer – your own health and well-being. Your ability to silently reflect upon your personal goals, your

Life is for living, your pace reflects your life! Hurry through your patients every day and I will bet you hurry through life! Take some time and enjoy your patients and your life. spouse, your children and the well-being of those staff members dependent upon you for solid decision making. Decision making in the business of administering (managing) your practice and the decision making necessary to treat your patients.

This ability greatly improves when it is given time to rest! It is amazing how much you will come to understand about your practice when you take at least a full week with the weekends on each end away. Upon your return you will find the first day back full of questions — for example — why again is it that we do not provide enough time for a real lunch break? Small things make a difference. Your patients will perceive the difference in the time and interest you spend with each of them. Not the amount of time, rather the quality of the time you spend. Life is for living, your pace reflects your life! Hurry through your patients every day and I will bet you hurry through life! Take some time and enjoy your patients and your life. You have the best opportunity of anyone I know.

You have control over your daily routine – do not allow the practice to become your life – allow your life to enable the practice to be a part of what you experience every day.Those who practice this philosophy actually have some of the largest most profitable offices while those who hurry through life and their patients sometimes find their patients in a hurry to find the other type of eye health-care and vision provider. Think about it – your staff and your patients will thank you for doing so!

Joseph C Mallinger OD MBA FAAO CEO & President Vision West, Inc.

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VISION WEST MEMBER GUEST COLUMN

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opticalvisionsite.com

Using Pinterest For Eyecare Business

By Cathy Ives

Dan Feldman wrote about Pinterest several weeks ago and now Pinterest seems to be the hot new topic for Social Media. Meanwhile, while at SECO, when questioned, many of the attendees at some of my classes were already involved in Pinterest. I wish I knew who they all were, I would have followed them!

Pinterest has about 3.3 million users, not a large market, but growing rapidly. All sorts of people are there from COVD, eye doctors, 20/20 magazine, Fast Grind International. I think the biggest advantage that Pinterest offers is the ability to have a little fun with your brand message. While you are pinning fun stuff, you are building a relationship with your followers.

You don’t only have to pin about your office, you can pin about quotes, books, places to visit, design, recipes (big) DIY (Big) fashion (big) whatever catches your eye.

The best part is it’s easy, the worst part it is addicting.

I feel like a voyeur sometimes, looking into a persons likes and pins.

Good people for you to follow on Pinterest would be your suppliers: Zyloware, ClearVision, LaFont, Velvet Eyewear, Midwest Lens, Crizal, Concept Eyewear, FCI Ophthalmics, Marco, Plus, Amy Speizo, James Spina from Trade Press, Elizabeth Taylor (SECO) and various reps from companies, plus a number of opticians working for eyecare offices.

We follow several people, whom someday I would like to meet: Trudi Charest and Meet Eyewear. Fiona from Meet Eyewear (Singapore) is a Facebook friend and mutual Twitter follower. They are big in sustainable packaging: while I follow all their boards, I love the packaging boards best. Trudi Charest is a recruiter at Jobs4ecps.com out of Canada. She doesn’t talk about recruiting on Pinterest, but instead her boards are set up as themes from eyewear clothes, to social media.

Another advantage, is you don’t have to follow everything, you can pick and choose ‘boards’ that interest you. That way you are not inundated with tons of junk you could care less about.

Pinterest has become important to us and driving traffic to both our blogs.

The first thing that always comes up is the time and resource element. To set up a Pinterest account takes about 5-10 minutes. It says you have to be asked, or you can email them to send you an invite. We didn’t have them go through our address book, as we started experimenting and didn’t know whether or not we really wanted to spend the time or energy. I think you will find spending 5-10 minutes/day, pinning and repinning will help you build up some LIKES and Repins. What we did is plug into search optician, optometrist, eyecare to see what comes up to find some people to follow. Search is not great, but if you want to find other optical companies, please feel free to check who we follow, as we are trying to follow anyone involved in the optical industry.

Resources is always part of the equation, who is going to do this and when? I always believe that the person you assign to do your social media should: 1.) want to do it 2.) u nderstand the brand message you want to get across 3.) c an be trusted. The same goes with pinning. If you make a plan, on your boards and whomever you chose to do the boards can follow the plan.

Pinterest has become important to us and driving traffic to both our blogs. Link building is crucial to becoming found on Google and other search engines. We decided we needed quality links and not to offend anyone, but I don’t think the optical industry has fully grasped how much they need links, so we decided to build our own.

The topic has come up of how to use Pinterest for business. While this is certainly new, there are many sources on the web on how to use Pinterest for business, with all sorts of advice from spending the time, keeping it simple, having themes and Pinterest contests.

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HELPFUL TIPS FROM THE VISION WEST CUSTOMER SERVICE TEAM:

Would you like to know what Charis, Carline and Erika in the Customer Service Department at Vision West can do for you?

Here are just a few things all of us on the Customer Service Team are here to assist you with.

Reconciling your Vision West statement Clear up the misconception with buying groups, etc.

For our new members we walk you through the first two months of membership to make sure you are fully informed and understand the benefits of Vision West.

A bsolute personal service each and every time you call.

W e value our close relationship with our vendors so let us assist in resolving any billing questions or problems you may have.

Show you how to find the best vendor, labs, contact lens and business service discounts in the industry.

Discuss Vision West’s flexible payment options W alk you through our “Members Only” side of our website. This will include the reports that are there to assist you with your year to date purchases, top selling products from our vendors, IEP resources. You can find out through our Social Media tab information for your practice on the power of Social Media and how you can make it work for you, and the list goes on with the benefits just for our members.

R esolve invoices that have been billed incorrectly in just a few days R egular follow up with your offices by your own Customer Service Representative just to make sure everything is running smoothly for you.

Also she is here to assist you and your staff with any questions or concerns you may have, even to find that special frame your patient just can’t live without.

W ould you like to add a vendor to bill through your account? We can do that for you or show you where to go on our website to “do it yourself.”

Vendors are special to us so we will share with you our vendors of the month. We will highlight their benefits and specials which may be for our members only.

Education is very important to all of us. We will share our webinars, roundtable dinners, Spring Education series and the speakers we sponsor at the Expos. We will make sure you are aware of the speakers we are sponsoring at your State Association annual meetings and MSO groups that Vision West is proud to be part of.

There is so much we would like to share with you so when you have a moment please give us a call. Give us the opportunity to work for you, it’s what we do best.

Please feel free to contact us by phone (800.640.94856), e-mail (customer_service@vweye.com) or through our website www.vweye.com.

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GET COPIES OF YOUR INVOICES INSTANTLY ONLINE! Invoices from the following vendors are available in the details section of your online statement:

A&A OPTICAL • ABB-CON-CISE • ALTAIR • ART OPTICAL • ASPEX • BAUSCH & LOMB BUZZ • CHARMANT • CIBA • CLEARVISION • COOPERVISION • COSTA DEL MAR GP SPECIALISTS • HART / NY EYE • KENMARK • LAFONT • L’AMY • LUXOTTICA MARCHON • MARCOLIN • MATCH • MOREL • OCUSOFT • ODG • PREMIERE PRODESIGN • REM • REVOLUTION • RUDY PROJECT • SAFILO • SIGNATURE SILHOUETTE • TURA • ULTRA PALM • VIVA • WILEY X • ZYLOWARE Print your invoices in DRAFT MODE and SAVE ON INK — a green spectrum reminder.

Invoices from these vendors are available online for you to access and print out anytime. Just login to the MEMBERS section of www.vweye.com or call one of our Customer Service Specialists at 800.640.9485 for assistance.

DID YOU KNOW? FREE CLASSIFIEDS: NEW OPTILIST ONLINE CLASSIFIED ADS Vision West now offers members a new FREE online classified ad service. To post your classified ad online, please visit www.vweye.com and follow these steps: 1 ENTER the SITE HOME PAGE 2 CLICK on CLASSIFIEDS on the TOP MENU BAR 3 You are now on the OPTILIST CLASSIFIED ADS PAGE, Click on ADD LISTING and follow the prompts 4 Upon approval, your ad will be posted on the site for 45-days!

1Q-HOUR uickBites

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THE BUSINESS OF PRACTICE

Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour,

by Fred H. Dubick, OD, MBA, FAAO.

1Q-HOUR uickBites

One Hour Quick Bites: First Impressions

Fred H. Dubick, OD, MBA, FAAO

Our patients are making judgments about the care they are going to receive or the quality of the products they are hoping to purchase as soon as they approach the front door. Most of these thoughts are in their subconscious until something out of the norm, good or bad, draws attention to the patient. Let’s focus in on a few of the positives first:

• Fresh flowers on the reception desk

• Professional patient education on the flat screen in the waiting area

• Water bottles, mints, coffee, music in the background

• Up to date staff uniforms

Now, the negatives that will certainly get their attention:

• Dust and dirt anywhere such as the floor, boutique shelves and displays

• Poorly attired staff

• Last year’s magazines

• Deferred maintenance issues such as paint, carpet, furniture in need of updating

Our facilities are no different than walking into any other place of business. If we see a dirty lobby in a restaurant or hotel, we are going to think about turning around and going to the next one down the street. More important than a random meal out, our patients are in a medical facility and expect a level of professional service. They may not have the knowledge to judge our professional competence, but they do know what unkempt is and will project that onto the services they are receiving.

We simply cannot expect to sell high end optical products to well dressed, educated patients from a dated, dirty environment by employees that are not polished in their appearance.

Crisp uniforms or business attire, hair and makeup appropriate for the office, fresh breath and a smile! Your team will have confidence in themselves and your patients will sense that and respond in kind.

VIEW & PAY Your Statement Online visit: www.vweye.com

CONTINUING EDUCATION

NE

® Introduction to Freeform Education Module !

W

from the AOA Paraoptometric Section

As paraoptometric staff proceeds through this education module, they will be better equipped to explain what Freeform® technology is, identify necessary measurements, present the Freeform® option to appropriate patients, and verify the lenses.

“Introduction to Freeform®” has been developed through an education grant from Shamir to educate paraoptometrics on this technology.

The CD-ROM is designed in an easy-to-use automated, audio PowerPoint format, guiding paraoptometric staff through this education module. Running time is approximately one hour and allows unlimited access to learning from home or the ofce.

To order a copy for your ofce, download an order form at:

http://www.aoa.org/ParaoptometricOrderForm.pdf or call 800-365-2219, ext. 4108 for more information.

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CONTINUING EDUCATION

!

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Study Flash Card Set from the AOA Paraoptometric Section

Introduction to Insurance Processing The AOA Paraoptometric Section has developed a new set of study ash cards to assist paraoptometric staff with their training needs.

“Introduction to Insurance Processing” ash cards are designed for paraoptometrics just beginning to advance their careerss into the insurance processing area of job responsibility.

Introduction to Insurance Processing Study Flash Cards

More than 130 cards cover the basics related to: • Acronyms • Terminology • Time frames and coding for services • Use of modiers

Other ash card sets available: • CPO Study ash card set • CPOA & CPOT Study

Intended as an introduction to insurance processing, the ash cards are an easy-to-use method of acquiring knowledge.

To order a set for your ofce, download an order form at:

http://www.aoa.org/ParaoptometricOrderForm.pdf or call 800-365-2219, ext. 4108 for more information.

L’AMY AMERICA | 800-243-6350 | WWW.LAMYAMERICA.COM | MODEL SHOWN NM GREENE

EYEWEAR

VISION WEST MEMBER GUEST COLUMN

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STRENGTHENING YOUR

PRACTICE

by Michael Graves, Senior Consultant for ExecTech

One of your most important skills as a practice owner is your ability to identify and handle barriers in your practice which hinder your ability to care for your patients and which lower your profitability. Here is a way to perform a simple evaluation, using four practice statistics, which will help you measure the effectiveness of some of the important aspects of your practice.

You will need the following statistics: a. Total collections for the past twelve months b. Total exams for the past twelve months c. Total new patient exams for the past twelve months d. Total number of active patients (This is the total number of patients – as opposed to total number of patient visits – who have been into your practice in the past three years.

For example, if Bob Johnson has been into your practice three times in the past three years, he is counted as a single patient, not as three patient visits.)

Here are the formulas and how to use them: 1. Average collections per exam: Total collections, divided by total exams will tell you the average amount that you can expect to collect per exam, based on recent practice performance.

Example: $636,000 collections divided by 1696 total exams is $375 per exam.

Average collections per exam is useful in projecting your increase in collections, based on a projected increase in total exams. This comes in handy whether this increase in exams results from: a) An increase in the number of new patient exams. b) Improving the effectiveness of your system for getting your patients to show up for their yearly re-exam. c) Improving the effectiveness of your system of reactivating patients.

d) Setting a target for the number of exams that your practice needs to see, in order to achieve a certain collections target.

Example: If average collections per exam is $375 and you are projecting an increase of 50 exams per week as a result of an improvement to your recall and/or reactivation systems, then your projected collections increase is [$375 x 50] $18,750 per week, or $975,000 per year.

2. P otential collections per month: Number of active patients, times average collections per exam, divided by twelve months, will give you a good estimate as to how much your practice could potentially collect per month if all of your systems are in place and functioning well.

Example: If average collections per exam is $375 and you have an active patient base of 3,000 patients, then you would expect to generate collections of around $1,125,000 per year, or around [($375 x 3000)/12] $93,750 per month.

3. Number of potential re-exams per week: Number of active patients, divided by the number of weeks per year that your practice is open (usually 52). This formula assumes a re-exam once a year. If your criteria for re-exams is once every 18 months, then divide by either 78 weeks, or by the number of weeks that your practice is open in 18 months Example: If you have 3,200 active patients, [3,200/52] would give you a potential 61 reexams per week, if all of the systems in your practice were operating correctly.

This is useful for identifying how well your recall system is working. Target a minimum of 85 percent recall effectiveness.

4. Number of patients who are missing their yearly re-exam visit: Take the total number of exams for the past 12 months, minus total number of new patient exams for the past 12 months. This equals “X”. “X” is the number of re-exams that took place in the past 12 months.

Then subtract the number of new patient exams for the past 12 months from the number of active patients in your practice.

This equals “Y”. “Y” is the number of re-exams that should have taken place. Subtract “X” from “Y” and you will find out the number of patients who missed their reexams in the past 12 months. Multiply this number by your average collections per exam, and that will tell you how much your practice lost in the past 12 months due to patients not showing up for their yearly re-exams.

raise this number appreciably, you need to improve patient education.

In any practice, it is important to remember that every set of eyes has a patient attached to it. And while we may use numbers to evaluate the effectiveness of practice systems, patients should NEVER be treated like numbers.

Example: A practice delivered 1696 exams in the past twelve months, subtract the 438 new patient exams that were done in the past twelve months and this tells us that there are 1,258 patients who showed up for their re-exam appointments (this number is “X” in the explanation above). 3,200 active patients, minus 438 new patient exams tells us that there are 2,762 patients who were due for re-exams in the past 12 months (this number is “Y” in the explanation above). Subtract 1,258 from 2,762 and that tells you that 1,504 patients did not show up for their re-exams in the past 12 months. Multiply those 1,504 patients by $375 average collections per exam and that tells you that this practice lost $564,000 in potential income last year as a result of patients not showing up for their yearly re-exam.

This is useful in setting targets for the member of your staff who is in charge of recall. You may also find that in order to

ExecTech Practice Analysis Sample

SPECIAL OFFER TO VISION WEST MEMBERS in the Greater San Francisco Bay area, the Greater Los Angeles area, the Greater Denver area, and the Tampa area. You may receive a more detailed, 12-category diagnostic evaluation of your practice at no charge or obligation by contacting ExecTech at: (800) 555-6063 ExecTech is a practice management consulting firm with offices in California, Colorado and Florida.

Founded in 1991, ExecTech specializes in customized, face to face, handson delivery helping optometrists and other healthcare practice owners to improve the business side of their practice by increasing profits, reducing stress, and achieving their practice goals.

Sign up to receive ExecTech’s free, weekly “Tips and Ideas” article, www.exectechbayarea.com/subscribe Copyright © 2012 ExecTech Services, Inc. All rights reserved. “ExecTech” is a registered trademark. www.exectechbayarea.com

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OUR NEW VENDORS

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Biosyntrx was founded 10 years ago by ophthalmic and nutritional science professionals.

They are the listed patent inventor of the first & second nutritional product designed specifically to address dry eye disease and structure and function of the three layer tear film. Biosyntrx state-of-the-art formulations are designed to address the micronutrient needs of the dry eye, cataract, macula-degeneration, glaucoma and diabetic retinopathy patient. All products are sold with a 60-day money back guarantee.

Products: Eye Health Supplements Vision West Discount: 10% discount off stocking orders or receive a percentage of every purchase when your patients order directly on the Biosyntrx website.

For More Information Contact: Ellen Troyer 800.688.6815 etroyer@biosyntrx.com www.biosyntrx.com

WEBSYSTEM3 Websystem3 is a powerful patient-messaging and marketing system designed exclusively for optometrists and can synchronize with most practice management software systems.

Features of Websystem3 include: Patient-messaging by email, 2-way text-message, or telephone; Advanced Facebook integration; Direct Reviews on Google, Yelp, Yahoo, etc.; Reminders, Surveys, Recalls and Thank-you’s; Patient’s Mobile App for iPhone & Android; New User-Friendly Interface & Dashboard; Automatic Patient Newsletter System; Email-Marketing Campaign Manager, and Refer-A-Friend & Unknown Email Finder.

View a “Demo Video” at www.websystem3.com/visionwest and request a 60-Day Free Trial.

Remember to select “affiliated with Vision West” for your special discounted price!

Products: Patient-messaging and marketing system Vision West Discount: Free 60-day trial, No Set-up Fee, Vision West Discounted Price $169.00/mo. (normally $199) For More Information Contact: Dr. Michael Arnell 530.672.2892 drarnell@websystem3.com www.websystem3.com/visionwest

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With SPY prescription sunglasses you can turn your beloved SPY sunglass frame into your daily driver. Using the same sturdy and stylized frames made with luxurious acetates and bomb-proof Grilamid, SPY prescription sunglasses will give you the comfort and fit of your favorite sunglass, with one less pair to carry around.

Products: Women’s & Men’s Sun, Sport, & Ophthalmic Frames & Goggles Vision West Discount: 10% discount – Special Vision West Deferred Terms Program: N60 with 6 pc minimum order 30/60/90 with 12 pc minimum order 60/90/120 with 24 pc minimum order For More Information Contact: Jim Sepanek 800.779.3937 jsepanek@spyoptic.com www.spyoptic.com

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VISION WEST MEMBER REFERAL CONTEST WINNER!

Vision West Vendor Conversion Contest Winner!

Congratulations to Vision West member Dr. Trainer!

He was the winner of our recent “Vendor Conversion” contest. We hope you enjoy your new Kindle Fire and thank you for your many vendor conversions and continued support of Vision West!

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VENDOR AND INDUSTRY UPDATES

ZYLOWARE EYEWEAR ZYLOWARE RELEASES NEW STYLES SOPHIA LOREN, STETSON, STETSON OFF ROAD AND DAISY FUENTES COLLECTIONS Zyloware Eyewear announces the June 2012 release of new styles from the Sophia Loren, Stetson, Stetson Off Road and Daisy Fuentes collections.

Sophia Loren M232 features a full rim metal front in a petite, oval shape. The split metal endpiece features a feminine leaf design with colorful epoxy-fill and sparkling crystals. Handcrafted zyl temple tips round out this elegant frame, while snap-in nosepads allow for extra comfort for the wearer. The SL M232 accommodates progressive lenses.

Colors: Rose Gold (118) • Brown Gold (183) Sizes: 52-18-135 Special Features: Full rim metal front; Split metal endpiece and temple with cutouts; Epoxyfilled leaf design and sparkling crystals; Zyl temple tips; Snap-in nosepads; Accommodates progressives List Price: $54.95 Stetson 290 features a semi-rimless metal front in a modified rectangular shape, well suited for a wide variety of men. The handcrafted zyl temple features a Stetson “S” logo in a metal plaque for instant brand recognition, and embodies the classic all-American spirit of the Stetson brand. Snap-in silicone nosepads and spring hinges provide additional comfort and ideal fit to the wearer and the ST 290 accommodates progressive lenses.

Colors: Gold (057) • Gunmetal (058) Sizes: 53-18-145 • 56-18-150 Special Features: Semi-rimless metal front; Metal endpiece; Zyl temple; Spring hinges; Snap-in silicone nosepads; Accommodates progressives List Price: $49.95 Stetson Off Road 5025 features a semi-rimless metal front in a modified rectangular shape, perfect for a wide range of wearers.

The designed metal temple gives this frame an added subtle embellishment. Handcrafted zyl temple tips complete the look while spring hinges and snap-in nosepads provide the wearer with comfort and easy adjustment. The OR 5025 accommodates progressive lenses.

Colors: Tan (041) • Gunmetal (058) Sizes: 51-18-140

Daisy Fuentes Estelle

Special Features: Semi-rimless metal frame; Metal endpiece and temple; Zyl temple tips; Spring hinges; Snap-in nosepads; Accommodates progressives List Price: $51.00 Stetson Off Road 5026 features a full rim metal front in a modified rectangular shape. The stylish double bar bridge is masculine and modern. The pressed metal endpiece and sleek temple adds a subtle design element to this frame. Lightweight construction maintains the integrity of the Stetson Off Road collection’s philosophy of comfort, quality and durability. Zyl temple tips, spring hinges and snapin nosepads round out this frame and allow for added comfort and optimal fit.

Colors: Black (021) • Gunmetal (058) Sizes: 52-16-140 Special Features: Full rim metal front; Pressed metal endpiece and temple; Zyl temple tips; Spring hinges; Snap-in nosepads List Price: $39.95 Daisy Fuentes Estelle is a semi-rimless metal frame in a modified oval shape with a sweeping bridge. The petite shape is feminine and perfect for a wide variety of wearers. The designed metal endpiecefeatures a pressed animal print, and the metal temples have a patterned core wire in the same animal print theme. Spring hinges and snap-in PVC nosepads allow for extra comfort.

Colors: Gold (057) • Rose (118) Sizes: 51-18-135 Special Features: Semi-rimless metal front; Animal print pattern on endpiece and temple Zyl temple tips; Patterned core wire; Spring hinges; Snap-in PVC nosepads List Price: $49.95 Daisy Fuentes Sabria is a full rim zyl frame in a petite modified oval shape – perfect for a wide range of face shapes. The zyl endpiece and temple feature a stylish metal plaque with a cut-out zebrapattern and rivets giving this frame fashion flair. The Daisy Fuentes Sabria is complete with spring hinges, allowing for extra comfort and adjustment.

Colors: Black (021) • Tortoise (024) Sizes: 52-15-135 Special Features: Full rim zyl frame; Designed metal plaque; Zebra cut-out pattern and rivets on plaque; Spring hinges List Price: $49.95 Zyloware Eyewear, 8 Slater Street, Port Chester, New York, 10573, 914.708.1200

Daisy Fuentes Sabria

Stetson Off Road 5026

Stetson Off Road 5025 Sophia Loren M232

Stetson 290Loren M232

VENDOR AND INDUSTRY UPDATES

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REMEYEWEAR Flashing back to the music scene of the ‘70s, silhouettes pay homage to the offspring of influential musicians, from Ringo Starr to Mick Jagger. The line includes the Liv, Trixie,Julian and Zak. Etched flowers add girliness to the Liv, while the Stephen, with it subtle temple filigree, is a hip way to see and be seen. Laid-back LUCKY BRAND SPECTACLES LAUNCHES FOR IMMEDIATE RELEASE LUCKY KID OPTICAL COLLECTION

construction in hues such as matte burgundy, eggplant purple and deep blue capture the innocent spirit of childhood—while the Lucky Brand’s signature comfort remains a backdrop. The brand’s

NEWSPECTACLES LINE BRINGS LUCKY BRAND’S LUCKY KID OPTICAL COLLECTION LUCKY BRAND LAUNCHES

four-leaf clover is printed on temple tips in various colors. DiscovNEW LINE BRINGS LUCKY BRANDʼS VINTAGE-INSPIRED VINTAGE-INSPIRED SENSIBILITY TO KIDS’ SENSIBILITY EYEWEAR TO KIDSʼ EYEWEAR Rock-n-roll retro isn’t just for grown-ups anymore. With the launch

er the “Lucky Kid” metal plaque, a bit of hidden cheekiness on the

Los Angeles, CA – January 2010 Rock-n-roll retro isnʼt just for grown-ups anymore. With the launch insideofof the temple. Other youthful, side-panel filigrees like lasertheOptical Lucky Collection, Brand Kids Collection, music-infused the Lucky BrandofKids theOptical music-infused culturethe of Lucky Brand is available to the engraved dragons bring fairytale flair, and peace signs highlight youngest generation—in too. is available to the youngest generation— culture ofeyewear Lucky Brand

the bohemian flashback coolness that kids love.

in Brand eyewear too. adult line, the seven-frame kidsʼ launch collection reflects the same Inspired by Lucky Spectaclesʼ vintage-inspired pedigree, with a little Lucky Kid playfulness thrown in. Available in January 2010Each at purchase of a Lucky Kid frame comes with a free Lucky Inspired byincludes Lucky Brand Spectacles’ adultstyles line, the seven-frame optical retail stores, the line four girlsʼ and three boysʼ in interesting and timeless shapes Brand youth peace-sign T-shirt plus a kid-friendly case. The line (three colors and two launch sizes each).

Designsreflects and color are bold enough to show personality but kids’ collection theschemes same vintage-inspired pedigree, is competitively priced at $125 (MSRP). Merchandising elements still practical enough for everyday wear—and the fully handmade frames in acetate or metal provide with a little Lucky Kid playfulness thrown in. The line includes four durability for active little ones. include a six-place display, 20x30 poster and counter cards. To girls’ and three boys’ styles in interesting and timeless shapes

view the full Lucky Kid optical collection and to find the nearest Flashing back to(three the music scene the ʻ70s, pay homage to theschemes offspring of influential colors andoftwo sizessilhouettes each). Designs and color are musicians, from Ringo Starr to Mick Jagger. The line includes the Liv, Trixie,Julian and Zak. Etched dealer, visit LuckyBrandSpectacles.com. bold to enough show still practical enough flowers add girliness the Liv,to while thepersonality Stephen, withbut it subtle temple filigree, is afor hip way to see and be seen. Laid-backeveryday construction in hues such mattehandmade burgundy, eggplant purple and deep wear—and theasfully frames in acetate or blue capture the innocent spirit of childhood—while the Lucky Brandʼs signature comfort remains a backdrop. The brandʼs metal provide durability for active little ones. four-leaf clover is printed on temple tips in various colors. Discover the "Lucky Kid" metal plaque, a bit of hidden cheekiness on the inside of the temple. Other youthful, side-panel filigrees like laser-engraved dragons bring fairytale flair, and peace signs highlight the bohemian flashback coolness that kids love.

Each purchase of a Lucky Kid frame comes with a free Lucky Brand youth peace-sign T-shirt plus a kid CHARMANT GROUP friendly case. The line is competitively priced at $125 (MSRP). Merchandising elements include a sixplace display, 20x30 poster and counter cards. To view the full Lucky Kid optical collection and to find the The release consists nearest dealer, visit LuckyBrandSpectacles.com.

PU15364 Ladies Light, of three Men’s styles trendy and sporty! Cool, ### (PU15362, PU15363, pastel colours and an and PU15367) as eye-catching Puma well as two ladies (PU15364, PU15365) and one unisex style temple logo in ton-sur-ton About Lucky Brand Founded in 1990 with rock-n-roll roots independent sensibility, Lucky Brand with has expanded beyond (PU15366).

From topand to an toe, PUMA style spreads the word nuances up the fashion ante of this dynamic girls style. The half-rim its flagship jeans to design and produce denim, knits,Awovens, active feels light to the touch, fits perfectly and is extremely bright colours, hip styles andsportswear, individuality. fusion outerwear, of fashionT-shirts, frame wear as well as the Lucky Kid and Lucky Brand Spectacles lines. Additional products include licensed nous, function and comfort is the of the unique PUMAare carried comfortable.

Lucky Brand swimwear and accessories for men and hallmark women. Lucky Brand collections at Eyewear’s style.

The look cutting-edge and never out nationwide of date. and Material: better department and specialty stores, more is than 110 company-owned stores three Metal Size: 47-16-135, 49-16-135 internationally, and via online retailers and LuckyBrand.com.

Enjoy life, have fun and be healthy with a positive outstanding look!

Colors: Black, Blue, Brown, Pink, Purple

PU15361 Unisex These urban, unisex styles are required accessorising for trendy metropolitans on the run. Rendered in this summer’s coolest colours, long wearing comfort and non-slip function is enhanced by rubber inserts at the temple tips.

PU15366 Mens Whether you’re bouncing a ball around a court or kicking up a storm on the pitch these frames provide you with the best technology and lightweight materials available, cunningly crafted for extra comfort and excellent fit, while accents of color highlight the understated classic full rim model. The memory metal material prevents against breakage by providing a bend and flexibility of the temples.

-more-

Material: Metal Size: 48-16-140, 50-16-140 Colors: Blue, Brown, Pink, Silver

Material: Memory Metal Size: 50-18-145, 52-18-145 Colors: Brown, Gray, Khaki, Navy For more information please contact 800.645.2121 or visit charmant.com/us

P18

VENDOR AND INDUSTRY UPDATES

OGI EYEWEAR / SERAPHIN EYEWEAR LUMINESCENT SUN SERIES Ogi Eyewear proudly introduces the Luminescent Sun series to its collection of fine crafted sunglasses. Timeless designs light up any situation while reducing the glare of everyday life. Each style boasts a remarkable color palette and is construct-

• Ogi Eyewear introduces a new sunglass, the 8054. Matte translucent shades of gray, tortoise, purple, or green interweave with bold fragments to produce a “frosted” appearance. Finished with a glossy interior, the 8054’s oval lenses harmonize with its intricately placed silver embellishments. Available in four unique acetate chop colors: Gray, Brown, Purple, & Green.

ed of the finest materials from around the world.

Ogi Eyewear sun frames include a zipper case & cleaning cloth.

These intriguing sun styles bring together inventive shapes with

Philosophy: “This collection embodies the vision of Ogi Eyewear

unique materials. Infusing deep, rich color combinations gives

Suns by providing colorful, fun alternatives to classic shapes.

each model a signature Ogi flair. Ogi Eyewear reinvents itself by

Whether it’s a relaxing afternoon on South Beach or an exhilarat-

carefully selecting pieces abundant with personality that reflect the

ing outing at Mardi Gras, the Luminescent Sun series reflects the

youthful image of the brand and its vision of the future.

consumer’s fashion-forward sense.”

— Josh Wyman, Marketing Coordinator

• The 8052 redefines the look of the classic aviator and demands attention. Offering an extensive color palette complimented by gradient

Marketing: Ogi Eyewear counter cards, post cards, large window

lenses, the 8052 provides a modern spin on a vintage style. Avail-

banners, & logo plaques

able in five colors: Silver, Gold, Brown, Gunmetal, & White.

are available.

• Inspired by new-age ideas, Ogi Eyewear’s 8053 blends a metal

Contact Info: For additional

construction with accents of acetate surrounding each lens. This

information contact, Ogi

sun’s curvature and sleek design configuration reflect the unique

Eyewear at 888.560.1060

characteristics of the Ogi brand. Available in 4 intriguing color

or www.ogiframes.com

combinations.

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COMPREHENSIVE SECTIONS

HIGHLIGHTED EVENTS AND PROMOTIONS

VENDOR AND INDUSTRY UPDATES

P19

SAFILO USA THE JIMMY CHOO EYEWEAR COLLECTION CELEBRATES ITS ORIGINS WITH ITS NEW EXCLUSIVE AND ICONIC SUNGLASSES With the eyes of the world squarely on London this season, and in celebration of the brand’s British heritage, Jimmy Choo Eyewear offers exclusive Union Jack sunglasses ALEX, poised to make their own British Invasion.

The 80s-inspired, easy-to-wear, square-shaped acetate sunglasses feature the Jimmy Choo interpretation of the Union Jack print on the inside of the front and on the outside of the temples, for an irresistible touch of patriotic glamour.

ALEX is available with the front in four different colour and lens options; red front with smoke lenses, blue with blue mirrored lenses, white with blue mirrored lenses, black with smoke lenses.

Each pair is presented in a soft case featuring the Jimmy Choo interpreted Union Jack pattern.

ALEX is available at leading optical retailers, Jimmy Choo boutiques and department stores.

The JIMMY CHOO eyewear collection is produced and distributed by the Safilo Group.

THE JIMMY CHOO EYEWEAR COLLECTION CELEBRATES ITS ORIGINS WITH ITS NEW EXCLUSIVE AND ICONIC SUNGLASSES The Jimmy Choo eyewear collection presents LANA folding sunglasses. The sophisticated style of the Jimmy Choo brand harmoniously blends with utmost versatility, to create these practical yet glamorous sunglasses.

Red carpet inspired, these folding butterfly-shaped injection-moulded sunglasses with waved metal temples combine utmost functionality with glamorous elegance Once folded, they may be placed in a mini-pochette or the elegant clutch case, featuring a refined python texture; the perfect accessory for a truly sophisticated look.

LANA is available in four different colour ways; black and yellow gold, Havana and yellow gold, zebra horn and rose gold, zebra coral and rose gold.

The LANA model is available at leading optical retailers, Jimmy Choo boutiques and department stores.

The JIMMY CHOO eyewear collection is produced and distributed by the Safilo Group.

lease

UNE

Sacre d in Eg ypt an inspira d resp tion b ected ehind

by Bu Koali’ ddhists s latest The so for tho conce ft shap usand pt. e and flowe s of ye fluid lin r is pro ars, th es of th duced e delic e lotu in ope ate Lo s n fl tus flo The Lo ower work to wer is a tus co dd vis emph the n u c a a ept is lacqu size lig l intere offere er app h st to e tness. d lie le in d to th gant te emph a pale asize e mples. tte of heart the fe four c of the The b mininit olors p ase o flowe y of th f the er mo r, for a Stainle e Lotu del. D h ss stee in t s of brig iscree collec l fronts and sw t h ti colors on. tness. are fle inging b M lend h auves, xible, of tem armon tough reds, b ple w , and iously rowns, hile th All mo corrosi with and b e insid dels h o n lues w e re a of the ve sta sistant. versio including ork to in shapes, a semi rimless model.

All versions are progrese Frictio ns are less st ndtips eel fro n progre a -contr re wid nts. Lo olled ssive fr ened tus is a screw iendly for im Lotufriendly. s prev vailab sive s mod . prove ent op le in th els pri d com ening c ed a ree sh fort. t $100 apes, includ Lotus models priced at. $100. ing a semi ri mless mode l. All

Lotus

P20

VENDOR AND INDUSTRY UPDATES

MOREL

LOTUS Sacred in Egypt and respected by Buddhists for thousands of years, the delicate Lotus flower is the inspiration behind Koali’s latest concept.

The soft shape and fluid lines of the lotus flower add visual interest to elegant temples. The base of the flower is produced in openwork to emphasize lightness.

The Lotus concept is offered in a palette of four colors per model.

Discreet colors blend harmoniously with lacquer applied to the heart of the flower, for a hint of brightness. Mauves, reds, browns, and blues work to emphasize the femininity of the Lotus collection.

May 17, 2012

Stainless steel fronts are flexible, tough, and corrosion resistant.

PRODUCT AVAILABLE IN JUNE

Friction-controlled screws prevent opening and swinging of temple

Press C

ontac t: Dan while the inside of the endtips are widened for improved comfort. dm@m ielle o

All models have stainless steel fronts. Lotus is available in three

Mastra ewea ngelo rusa.c om

Lotus

Sacred in Egypt and respected by Buddhists for thousands of years, the delicate Lotus flo inspiration behind Koali’s latest concept.

MONDOTTICA

Press Release

MONDOTTICA USA IS PLEASED TO INTRODUCE A NEW STYLE FOR THE ANNA SUI EYEWEAR SUMMER COLLEC2012 TION AND INTRODUCE HACKETT LONDON May BESPOKE Drawing inspiration from Anna Sui’s fashion and accessories, Anna Sui Eyewear incorporates the same fanciful details that have defined the brand since its beginning including the signature rosebud, Anna’s favorite butterfly motif and classic fretwork design. Anna herself has always been known for her signature eyewear style and loves incorporating sunglasses and optical into her head to toe looks, both on and off the runway.

Press Release

rel-ey

May 2012

Mondottica USA is pleased to introduce a new style for the Anna Sui Eyewear summer collection. Always testing boundaries, the

The soft andcollection fluid lines of interest to and elegant temples. The Anna Sui shape Eyewear is the funlotus andflower flirty, add withvisual daring colors flower isdetails produced openwork to emphasize lightness. intricate that inmake this collection a must have for the summer.

Featured is concept AS853 in Red, this frameper also comes in colors blend h The Lotus is offered in atrendy palettesunglass of four colors model.

Discreet lacquer applied to the heart of the flower, for a hint of brightness.

Mauves, Black in size 56/15-135. The Anna Sui Eyewear collection is the per- reds, browns, a emphasize the femininity of the Lotus collection. fect mix between whimsical and elegant with a distinctive feminine appeal, and includes both sunglasses andcorrosion optical frames.

Stainless steel fronts are flexible, tough, and resistant. Friction-controlled screws p May 2012

and swinging of temple while the inside of the endtips are widened for improved comfort

Hackett London Bespoke, a All models have stainless steel fronts. Lotus is available in three shapes, classic men’s eyewear collec-including a semi rim versions are progressive friendly. tion which characterizes the archetypal James Bond look Lotus models priced at $100. of the 1950’s and 60’s. This collection has been created with classic optical and sun styles inspired by Hackett’s “Bespoke” tailoring service, with many subtle details in the collection echoing the spirit of Bespoke. In true Bespoke fashion, every frame in this collection is finished with an authentic sterling silver plaque inside the temple.

The Hackett London Bespoke Collection features style HEB064, a semi rimless front with sleek acetate temples. This retro frame gives the finishing touches to any look. It is available in Black (as shown) in eye size 53/17-145. This collection is distinctive without being ostentatious, providing a smart accessory for the man who understands that style is in the details.

Press Release

May 2012

Mondottica USA is pleased to introduce Hackett London Bespoke, a classic men’s eyewear collection which characterizes the archetypal James Bond look of the 1950’s and 60’s. This collection has been created with classic optical and sun styles inspired by Hackett’s “Bespoke” tailoring service, with many subtle details in the collection echoing the spirit of bespoke. In true Bespoke fashion, every frame is this collection is finished with an authentic sterling silver plaque inside the temple. inspiration from Anna Sui’s fashion and accessories, Anna Sui Eyewear incorporates

e fanciful details that have defined the brand since its beginning including the The Hackett e rosebud, Anna’s favorite butterfly motif and classic fretwork design. Anna herself London Bespoke Collection features style HEB064, a semi rimless front with sleek temples. This retro frame gives the finishing touches to any look. It is available in ys been known for her signature eyewear style and loves incorporating acetate sunglasses Black (as shown) in eye size 53/17-145.

This collection is distinctive without being ostentatious, Press Contact: Danielle Mastrangelo cal into her head to toe looks, both on and off the runway. providing a smart accessory for the man who understands that style is in the details. dm@morel-eyewearusa.com Drawing inspiration from Anna Sui’s fashion and accessories, Anna Sui Eyewear incorporates the same fanciful details that havefor defined brand since beginning including the ca USA is pleased to introduce a new style thetheAnna Suiits Eyewear summer signature rosebud, Anna’s favorite butterfly motif and classic fretwork design. Anna herself Mondottica USA is pleased to introduce Hackett London Bespoke, a classic men’s eyewear has always the been known for her eyewearcollection style and loves incorporating sunglasses n. Always testing boundaries, Anna Suisignature Eyewear is fun and flirty, with collection which characterizes the archetypal James Bond look of the 1950’s and 60’s. This and optical into her head to toe looks, both on and off the runway. olors and intricate details that make this collection a must have for the summer. for more information please contact collection has beenor created with classic optical and sun styles inspired by Hackett’s 866.666.3662 customerservice@mondotticausa.com Mondottica USA is pleased to introduce a new style for the Anna Sui Eyewear summer “Bespoke” tailoring service, with many subtle details in the collection echoing the spirit of is AS853 in Red, this trendy sunglass frame also comes in Black in size 56/15-135.

The collection. Always testing boundaries, the Anna Sui Eyewear collection is fun and flirty, with bespoke. In true Bespoke fashion, every frame is this collection is finished with an authentic daring colors and intricate details that make this collection a must have for the summer.

Eyewear collection is the perfect mix between whimsical and elegant with a sterling silver plaque inside the temple.

Featured is AS853 in Red, this trendy sunglass frame also comes in Black in size 56/15-135. The Sui Eyewear collection is the perfect mix between whimsicalframes. and elegant with a e feminine appeal, andAnna includes both sunglasses and optical distinctive feminine appeal, and includes both sunglasses and optical frames.

The Hackett London Bespoke Collection features style HEB064, a semi rimless front with sleek acetate temples. This retro frame gives the finishing touches to any look. It is available in

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P22

OPTICENTER SUMMER WORDSEARCH

SUMMER WORD SEARCH

Word search using common words associated with Summer.

BEACH

SUNSCREEN

WETSUIT

SUNTAN

SANDCASTLE

VACATION

FISHING

LOVE

BOATING

SHORTS

MOSQUITO

CAMPING

WAKEBOARD

DAYLIGHT

BIKINI

OUTDOORS

SUNBURN

SANDALS

SWIMMING

BARBEQUE

TOFor BEquestions REFORMATED about Please contact us at the following information

Outside California: Customer Service Deptartment 800.640.9485

Southern California: Daniel Frutiger 760.637.0599

Northern California: Linda Butler 916.354.0232

For State Associations and Groups Laura Dorris 800.640.9485, x.156

HAVE AN IDEA TO MAKE OPTICENTER BETTER? Opticenter is a quarterly publication written, produced and distributed by Vision West, Inc. The first five members THE VOICE OF VISION WES T

to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card.

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IDE ATION : PRINT : INTERACTI VE : PACK AGING : NON-TRADITION AL Exclusive Vision West Optical Member Group Discounts Available: Contact us at i n f o @ h a t f i e l d i s . c o m o r 8 5 8 . 3 3 6 . 8 5 9 0

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Essilor Labs of America (ELOA) and Vision West have teamed up to offer our members a way to earn rewards back when they increase their ELOA billing.

IT’S OUR WAY OF SAYING

THANK YOU! Gift cards to be supplied by Vision West.

Starting January 1, 2012 and running through December 31, 2012, Vision West Members will receive a $ 25 AMERICAN EXPRESS GIFT CARD for every $1000 of incremental new ELOA business billed through your Vision West account.

For more information please visit our website at www.vweye.com or call one of our Customer Care Specialists at 800.640.9485.

Program will be tracked and awarded on a quarterly basis. Incremental new business will be determined by comparing the current quarters ELOA billing against the same quarter ELOA billing of the previous year. Offer only applies to actual ELOA labs and does not apply to Essilor partner labs.

*