The world of Opticianry has a place for everyone and their preferred marketing strategies. Some opticals will opt to sell lower priced products, with multiple pair sales and deeply discounted eyewear. Others will choose to go the boutique route, offering artisanal eyewear from independent designers around the world. While there is no right way to build your brand, there is one key frame quality strategy that every type of optical should avoid!
Frame quality vs quantity is one of the fastest ways to either succeed or fail in the optical industry.
Optical dispensary owners receive daily targeted advertisements from companies offering bulk frame purchases at surprisingly low prices. While it is tempting to see how these low-end products can turn a high profit, choosing quantity over quality can be a fast track to money slipping away.
Here are some ways that low frame quality products can end up costing your dispensary more:
Time spent with the optician. If the frame quality is poor and frequently out of alignment, the client will need to come into the dispensary for adjustments more often than compared with a quality frame. An optician’s time is more profitable when they can focus on new sales than on frustrating repairs and adjustments.
Warranties and returns. When a collection has more breakage, it also means recurrent warranties or returns for reimbursement. While the frame company may replace a broken product at no charge, additional costs are incurred for the optical store. Time spent by staff dealing with acquiring a replacement frame, managing return authorizations, and the time and charges to ship broken frames back to the manufacturer all add up to disappearing dollars in the end.
Loss of the client’s trust. When a client purchases a frame, they anticipate that it will last them for many years. If their eyewear is frequently breaking or requiring adjustment, they will question the quality of products being sold at your store. It is also incredibly frustrating for them to have to continue taking the time to return to the dispensary for service. The combination of the loss of their trust and time may affect retention of their future purchases.
Making high sales of poorly fabricated eyewear over fewer sales of quality products is a potential recipe for disaster. A perfect example of how a business plummeted with this strategy is illustrated in the history of Ray-Ban. Ray-Ban built their original success over decades of innovation in sunglass sales. From the original aviators designed during the war in 1929 for military pilots to the fashionable cat eyes worn by celebrities on the sets of movie filming in the 1950s and beyond. After decades of leading-edge designs and brilliant marketing, Ray-Ban made a choice to make their frames available to an even larger audience. By reducing the quality of their sunglasses, they were able to offer low priced products in convenience stores and gas stations.
This choice to prioritize quantity over quality sent the brand’s reputation tumbling as their products were no longer performing as the public expected. Using antiquated tooling and cheaper materials, the frame quality was terrible. It was at this point, when the Ray-Ban reputation was at its lowest, that Luxottica made a bid to purchase the Bausch + Lomb eyewear brands in 2000. At that point Ray-Ban frames were falling apart four times faster than any other Luxottica brand.
With convenience stores not being known for selling quality optical frames, they made the difficult decision to pull the product from 13,000 points of sale in the early 2000s. This decision would impact their profits in the short term, but they hoped it would pay off in the long run. By changing many aspects of the manufacturing process, including materials and the facilities they were being fabricated in, Luxottica was able to improve the construction of their frames. By 2004, the improved quality combined with their preexisting relationships with companies like Neiman Marcus and Saks Fifth Avenue, they were able to start selling Ray-Ban frames for higher price points again.
At the time of the acquisition in 2000, frames started at $79. As the poor-quality frames disappeared from the market and the reputation of the new product improved, the starting price point had jumped to $129 by 2009. Today, Ray-Ban is the most popular sunglass brand on the planet! The collection is worn by celebrities and the general public alike and you can’t walk down the street without seeing them on multiple faces. The lesson behind this story is that the decision to sell more for less can actually become the death of an established brand.
By selling quality eyewear you will save money on staffing, create confident relationships with your clientele, and avoid a lot of frustration on both sides of the dispensing table!
In a world where sport and lifestyle converge, Oakley presents Born to Rewild, a futuristic collection brought to life by evolution running wild. Manifesting destiny to rediscover the primal connection to nature, the collection symbolizes preparedness for the unknown, and dedication to preserving the spirit of adventure in every facet of life.
Plantaris eyewear and the Latitude Flex Vest emerge as hero pieces, challenging conventional engineering and design to adapt to the wearer as they reclaim exploration even within the banality of city life. The collection signals a protopian future for Oakley, breaking from the ordinary to embrace the wild side.
OAKLEY Plantaris
Plantaris eyewear redefines convention, bringing the elements of nature closer with its Matte Trans Fern/Matte Dark Brush finish with Prizm Tungsten lenses. Inspired by biomimicry and the organic shapes found in nature, the high-wrap dual lens design is an evolution of early Aughts eyewear adapted for maximum function and comfort. The uniquely shaped frames and silicone wire core temple tips mimic frog legs, allowing the frame to hold onto the head with a long-lasting grip with an almost weightless feel. A detachable nose guard adds versatility, instantly transforming the eyewear’s look and making it both unexpected and highly functional. Additional colourways of the frames include Matte Stonewash, Matte Black, and Matte Sand.
Plantaris eyewear is currently available for eyecare professionals at my.essilorluxottica.com.
Vision Expo, organized by co-owners RX and The Vision Council, announces the upcoming launch of its new brand identity, which will officially debut mid-November, accompanied by a comprehensive resource guide with new brand assets and details to update all relevant marketing materials. This transformation not only reflects the future of fashion and innovation but also reinforces a commitment to building a stronger community.
Vision Expo’s rebrand includes a refreshed logo, enhanced branding, streamlined and simplified event navigation, improved programming, and a host of exciting new features. The expo rebrand is not just a change in appearance—it’s a renewed commitment to the optical industry.
“We are excited to celebrate the forthcoming reimagined Vision Expo. This new offering reflects extensive research and valuable customer insights. The entire event value proposition and experience will be carefully driven by the feedback and preferences we’ve gathered directly from the audience.”
Beth Casson, Group Vice President, RX
Vision Expo East 2025 will take place at the new location in Orlando, Florida at the Orange County Convention Center (OCCC) from February 19–22, 2025. This reimagined show experience promises abundant opportunities for exhibitors and attendees to connect in a centralized environment.
The venue, hotels, meeting spaces, and special events will all be conveniently located within a walkable area, ensuring a more connected, community-driven experience. The event will also maintain a preferred Thursday–Saturday pattern for attendees’ convenience.
“Vision Expo has always been a Show with vision. As we continue to invest in the show’s growth and evolution, we are underscoring our industry’s shared commitment to help people make informed decisions about the eyewear products and eyecare services they need to see and live their best.”
Mitch Barkley, Vice President of Trade Shows, The Vision Council
To pre-register for Vision Expo East 2025, visit Vision Expo Pre-Registration. The schedule of education and event details will be announced soon.
This course is accredited for 1 EC for NACOR and 1 PG for COO. NACOR #110.649, COO #4256 and CCOA #OCE-2024-134 Completion of online post-course test required at www.OptikConEd.com.
By Thomas Weissberger RO(Life member)
“Athletes with disabilities are just like everyone else. They just want to be treated fairly and respectfully.”
For the past 19 years, I have volunteered with Special Olympics Canada to provide eye care services and fit and dispense glasses to athletes and community members with Intellectual Disabilities (ID). This is just one component of inclusive health.
Inclusive health means that people with ID are able to take full advantage of the same health programs and services available to people who do not have ID. Both in the past and today, people with ID face significant challenges in accessing quality health care and obtaining opportunities that promote fitness and wellness, resulting in major health disparities and reduced life expectancy.
Special Olympics’ health programming focuses on improving the physical and social-emotional well-being of people with ID by increasing inclusion in health care, wellness and health systems for Special Olympics athletes and others with ID.
Despite the severe need and higher health risks, people with ID are often denied health services and die on average 16 years sooner than the general population.
One of the main reasons for this lack of healthcare is that many professionals are either uncomfortable or lacking the knowledge in dealing with those with ID.
What Is an Intellectual Disability?
Intellectual disability (or ID) is a term used when a person has certain limitations in cognitive functioning and skills, including conceptual, social and practical skills, such as language, social and self-care skills. These limitations can cause a person to develop and learn more slowly or differently than a typically developing person. Intellectual disability can happen any time before an individual is 22 years old, and even before birth.
According to the American Association of Intellectual and Developmental Disabilities, an individual has intellectual disability if he or she meets three criteria:
IQ is below 70.
There are significant limitations in adaptive behavior in one or more of the following areas: conceptual, social or practical skills (skills that are needed to live, work, and play in the community).
The condition manifests itself before the age of 22.
How Do Intellectual Disabilities Happen?
Intellectual disability—formerly known as mental retardation (a term that we no longer use due to derogatory connotations)—can be caused by injury, disease, or a problem in the brain; but for many children, the cause is unknown.
Some causes of intellectual disability—such as Down syndrome, Fetal Alcohol Syndrome, Fragile X syndrome, birth defects, and infections — can happen before birth. Some develop while a baby is being born or soon after birth. Other causes of intellectual disability occur when a child is older; these might include severe head injury, infections or stroke.
The most common causes of intellectual disabilities are:
Genetic conditions.
Sometimes an intellectual disability is caused by abnormal genes inherited from parents, errors when genes combine, or other reasons. Examples of genetic conditions are:
Down syndrome
Down syndrome is the term for a set of cognitive and physical symptoms that can result from having an extra copy or part of a copy of chromosome 21. It is the most frequent chromosomal cause of mild to moderate intellectual disability, and it occurs in all ethnic and economic groups.
The degree of intellectual disability in people with Down syndrome varies but is usually mild to moderate. Generally, children with Down syndrome reach key developmental milestones later than other children.
A genetic disorder that is the most common form of inherited intellectual and developmental disability
Fragile X syndrome is a genetic disorder that affects development, especially behavior and ability to learn. In addition, Fragile X can affect communication skills, physical appearance, and sensitivity to noise, light, or similar information.
People with Fragile X syndrome may not have noticeable symptoms, or they can have serious symptoms that range from learning disabilities to cognitive and behaviouur problems.
Causes of Fragile X Syndrome
Fragile X results from a change or mutation in the Fragile X Mental Retardation 1 gene, which is found on the X chromosome. About 1 in 4,000 males and 1 in 8,000 females have Fragile X syndrome.
Symptoms of Fragile X
Individuals with Fragile X don’t all have the same signs and symptoms, but they do have some features in common:
Cognitive functioning. Problems can range from mild, such as learning disorders or problems with mathematics, to severe, such as an intellectual or developmental disability. The syndrome may affect the ability to think, reason, and learn.
Physical features. Most infants and young children with Fragile X don’t have specific features connected to the syndrome. But when they start to go through puberty, many will begin to develop physical features that are typical of those with Fragile X, including: a narrow face, large head, large ears, flexible joints, flat feet, and a prominent forehead.
Behavioral, social, and emotional. Most children with Fragile X have some behavioral challenges. They may be afraid or anxious in new situations. They may have trouble making eye contact with other people.
Speech and language.Most boys with Fragile X have some problems with speech and language. They may have trouble speaking clearly, may stutter, or may leave out parts of words. Girls usually do not have severe problems with speech or language. Some children with Fragile X begin talking later than typically developing children. Most will talk eventually, but a few might stay nonverbal throughout their lives.
Sensory. Many children with Fragile X are bothered by certain sensations, such as bright light, loud noises, or the way certain clothing feels on their bodies. These sensory issues might cause them to act out or display behavior problems.
Phenylketonuria (PKU).
PKU is a rare genetic disorder that causes an amino acid called phenylalanine to build up in the body.
Phenylalanine is found in foods that contain protein and theartificial sweetener aspartame. High levels of phenylalanine can cause serious health problems, such as intellectual disability, seizures, and skin rashes.
Complications during pregnancy.
An intellectual disability can result when the baby does not develop inside the mother properly. A woman who drinks alcohol (Fetal Alcohol Syndrome) or gets an infection like rubella during pregnancy may also have a baby with an intellectual disability.
Fetal alcohol syndrome causes brain damage and growth problems. The problems caused by fetal alcohol syndrome vary from child to child, but defects caused by fetal alcohol syndrome are not reversible.
Problems during birth.
If there are complications during labour and birth, such as a baby not getting enough oxygen, he or she may have an intellectual disability.
Diseases or toxic exposure.
Diseases such as whooping cough, measles, or meningitis can cause intellectual disabilities. They can also be caused by extreme malnutrition, not getting appropriate medical care, or by being exposed to poisons like lead or mercury.
We know that intellectual disability is not contagious: you cannot catch an intellectual disability from anyone else. There are no cures for intellectual disability; however, individuals with intellectual disabilities can learn to do many things, they may just need to take more time or learn differently.
How Common Are Intellectual Disabilities?
Approximately 6.5 million people in the United States have an intellectual disability, and almost 700,000 in Canada. Approximately one to three percent of the global population has an intellectual disability -as many as 200 million people. Intellectual disability is significantly more common in low-income countries. The United Nations Development Program estimates that 80 percent of all people with disabilities live in low-income countries. While people with disabilities represent approximately one in 10 people worldwide, they are one in every five of the world’s poorest people.
10 Tips for Working With People With Intellectual Disabilities (from Special Olympics International) and my personal observations over the years:
Do not call them kids. Our athletes range from ages 2 to 78 or older! –We sometimes forget that we may be dealing with adults not children because of preconceived notions of their intellectual capabilities.
Use clear, simplified language and try speaking slower, not louder. Our athletes have an intellectual disability of varying degrees, but they are not all necessarily hard of hearing, speaking more loudly will not make them understand you better. –Similar to talking with someone that is not fluent in our language, talking louder does not make it clearer to the listener; however, be ready to explain in terms that are more easily understood. Adjust your delivery of message to the needs of the athlete.
Set expectations. Many of our athletes need to know ahead of time what will happen. As you go through your procedures, describe what you will be doing now and perhaps the next one or two steps that will follow as well. Often, you must demonstrate a procedure, not just explain it; show them that it will not affect them negatively or cause them discomfort.
Treat them as you would your peers. Do not speak down to them. They love a good joke, teasing, or challenge just like we do. –Don’t hesitate to have fun in your interactions with them, it helps to make them more attentive and responsive, and willing to have their health looked after.
Draw boundaries. Do not allow them to get away with bad behaviour—just as you wouldn’t allow someone without intellectual disabilities to behave badly. –Many with ID do not have as good control on personal behaviour, so understand what they are capable of but do not let them push past boundaries you consider acceptable.
Ask them their thoughts and allow them to answer. Don’t put words in their mouths. –Many people with ID love to have a conversation and share their ideas and thoughts, it just might take a bit more effort to understand.
Ask if you can help them before acting and assuming they actually need help. –All too often we lose sight of their capabilities and abilities. Let them try before you intervene.
Expect to get a lot of questions. Many of our athletes are very curious about you and what you are doing. If the questions get too invasive, it’s okay to say, “I’m not comfortable with answering that.” –Questions can devolve into personal ones that should not be answered, but remember, they are not prying, they just enjoy the communication.
Have fun and enjoy their candor! Be prepared for their bluntness. Our athletes are very honest. –They don’t have the same social filters that we tend to have. They will say what is on their minds even if to us it seems inappropriate. It’s ok!
Be enthusiastic, upbeat, and professional. And if it’s overwhelming, it’s also okay to ask for a break to reset where your mind is. –When you seem overwhelmed, remember the good you are doing by helping those that many others won’t, and at the end of the day you will realize it is them helping you to feel better about yourself, not just you helping them!
Plastic or rubber frames are best for kids. Elastic straps help keep the glasses in place and kids will fiddle with their glasses less. If you choose a metal frame, make sure it is durable and has spring hinges. For adults, metal frames can give a better fit, as many times, especially in those with Down Syndrome, they have very small bridges where an adjustable nose-pad guard arm will ensure a more comfortable outcome.
When you pick out glasses for a child or person with ID, talk with the parents/caregivers as well as with the wearer about which materials best fit their lifestyle. Should they consider a specialized pair of sports glasses? Should they have metal or plastic frames? What about special straps and loops to help glasses stay secure? Or special polycarbonate lenses for added durability (this one is crucial for safety)?
Proper fit is critical to successful glasses wear and adjustment. Make sure that the glasses fit perfectly and that they are comfortable to wear. A major issue to look for is the fit on the nose. If any gaps exist between the bridge of the frame and the bridge of the nose, the weight of the lenses will cause the glasses to slide down.
Stay-puts go on the end of the glasses and sit right behind the ears. Having a non-slip silicone or adjustable strap that goes behind the head and keeps the glasses in place is also recommended.
Always take as much time as needed for both the wearer and caregiver to understand both the use and care of the eyeglasses.
Reinforce how good the wearer looks in the glasses to make them more willing to wear the glasses properly.
Ultimately, it is for us as professionals to determine our level of involvement in helping those with ID see better, but it is also our duty to do so when we can. After twenty years I have come to realize that it really is not an effort, but the result is always very rewarding.
The Practical Professor: Optical Solutions for the Real World
I am a second generation optician and have made all aspects of opticianry and optics my life. I have over 10 years of teaching experience as a former professor in the Dispensing Opticians’ program at Seneca College and at Georgian College. I was also responsible for modernization of the optical curriculum.
I am a trainer and trainee (One never stops learning!), and I am available to share my knowledge and experience with today’s eye care professionals. As the owner of Special Eyes Optical Services, I am dedicated to supporting the optical industry. You can reach out to me at Tom@SpecialeyesOpticalServices.com.
WestGroupe introduces Versport, an innovative sports protective eyewear collection by GVO, the creators of Nano Vista. Versport is designed to offer athletes top-tier protection with cutting-edge technology and design, enhancing vision care through groundbreaking products and superior materials.
About Versport
Versport is engineered to safeguard athletes from eye injuries during sports activities. Built with advanced materials and safety systems, Versport provides maximum protection against various hazards such as impacts from balls, projectiles, and player contact.
The frames are made from Impact RX and Endur RX—exclusive high-performance polymer-based materials known for their superior impact resistance, safety, elasticity, and comfort. Equipped with polycarbonate lenses and adaptable for RX lenses, Versport can help prevent over 90% of sports-related eye injuries.
Special design features include:
Extended Lens Height: Offers increased protection and accommodates progressive lenses.
Safety Bevel: Ensures lens security and stability.
Ventilated Nose Pads: Provides optimal comfort and visibility.
Adjustable Band and Mini-Band: Included with all models for a customizable fit.
QTEM System: A patented mechanism that allows for quick transitions between temples and the sports band.
About Zeus DTS and Troy Models
Zeus DTS
Zeus DTS is designed with antiSHOCK and AIRflow technology, offering excellent impact resistance and ventilation for comfort during intense activities. Made from the durable Endur RX material, Zeus DTS is built to last. Its FLEXFIT design adapts to the wearer’s face, ensuring a secure fit, while the DUALOCK system enhances stability. Available in three colour options—Matte Grey Red, Matte Black Green, and Matte Blue Cyan—and sizes 49-17-140, 52-18-140, and 56-20-140, Zeus DTS is a reliable choice for both men and women seeking superior eye protection.
Troy
Troy delivers maximum protection and unmatched comfort, designed for athletes engaged in contact sports. Crafted with Impact RX, Troy’s frame is durable and flexible, designed to endure the most demanding sports environments. Featuring an innovative Aero Bridge to optimize airflow and improve visibility, Troy offers superior ventilation in key vision zones. Its adjustable design allows for a customized fit, while the Wishbone Temple Tip—inspired by crossbow suspension—adapts to the ear for a cushioned, comfortable fit. The Dynamic Temple Shaft enhances security without limiting movement, and the FlexFit design ensures both stability and adaptability. Available in Matte Grey Red, Matte Black Grey, Matte Blue Cyan, Matte Black, and Matte Navy in sizes 55-18-135, 58-18-135, and 61-19-135, Troy is ideal for athletes who prioritize performance and protection.
Certified Protection
Both Troy and Zeus DTS meet the highest safety standards and certifications, including ASTM F803-14, European Standard EN166:2001, and certification by the AIDO Technological Institute.
Note: Versport sports protective eyewear must be exclusively fitted with Polycarbonate or Trivex lenses to ensure compliance with current safety certifications and provide optimal protection.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
