Share Tweet Welcome to WhimsyDrawing on owner Dr. Cynthia Sayers’ experience — in and outside of optometry — and sense of fun, EyeShop Optical in Lewis Center, OH is the ‘opposite of clinical.’ Published 5 months agoon August 23, 2018By Heath Burslem Invision September 2018 IssueOWNER: Cynthia Sayers, OD; URL: eyeshopoptical.com; FOUNDED: 2011; BUILDOUT COST: $10,000; ARCHITECT AND DESIGN FIRMS: Real Space Design, MeetMeg; AREA: 2,000 square ft.; EMPLOYEES: 4 full-time, 2 part-time; TOP BRANDS: FYSH, Lilly Pulitzer, Kate Spade, Ray-Ban, Nike; FACEBOOK: facebook.com/EyeShopOptical ; INSTAGRAM: instagram.com/eyeshopoptical ; TWITTER: twitter.com/myEyeShop ; YELP: yelp.com/biz/eyeshop-optical-lewis-center IF YOU SHOULD STRAY INTO EyeShop Optical Center in Lewis Center, OH, looking to go through the motions of an eye exam just to “get it done,” it shouldn’t take you too long to realize you’re not in your typical optical chain. If it isn’t the non-stop ’80s music that tips you off, or being greeted by the sight of Monsters Inc. Mike wearing an eyeglass on his one eye, then maybe bumping into Barbie in the exam room or the glasses-clad dogs in the bathroom will do the trick. And if all that fails to set you straight, it’s probably safe to say that if your appointment happens to be on Dessert Friday (or the store’s monthly Lollipop Day), the penny will drop.“EyeShop is 100 percent me, in every way,” says owner Dr. Cynthia Sayers. “I love adorable things and anything that represents whimsy.”By any measure, Sayers’ experience owning and operating EyeShop Optical has been a successful one. But the achievement she’s most proud of is having learned how to connect with her patients. “I love finding the common ground with people; whether we are both dog lovers, have children the same age, or like to gripe about our 40-something struggles. That makes the day worthwhile,” she says.Being relatable, she says, means walking out into the optical to voice very honest opinions when a patient is stuck between three pairs of glasses. It means returning phone calls and responding to emails personally. In the management sphere, it means hiring employees “based on personality, not experience, she says. “I could not work six days a week and go to a place that I didn’t love. I wouldn’t expect my employees to either. So, making the environment light hearted makes every day a good day.” Looking back, Sayers remembers hoping that “people would just pop in without an appointment just to say ‘Hi,’ or grab a cup of coffee. Who knew that would actually happen?” Advertisement Sayers opened EyeShop Optical in May 2011 after 10 years of practicing optometry in a commercial setting. During the first decade out of OD school she worked at a LensCrafters as an associate doctor. “The experience was great,” she recalls. “We saw a lot of patients from varying backgrounds. I learned who I wanted to be as a doctor and what was important to me.” By the time her daughter was 3, nights and weekends were starting to take their toll and she decided to look for alternatives. “My boss at the time was well versed in the business side of optometry. Watching and learning gave me the confidence to go out on my own. I knew I wanted to be involved in all aspects of the process, not just the exams … After driving by my current location many, many times, I finally decided it was time.”Sayers and her husband started to piece together how they wanted the business to feel. The goal, she says, was to be the opposite of all things clinical. She recalls thinking, “Don’t show me one of those optical cabinets! I refuse to have matching waiting room furniture! EyeShop would be the place to go.” She opened the doors offering appointments six days a week with just herself and one employee.Opening cold was nerve-wracking, she admits. “You have no idea if your plan will work or if people will come. I was lucky to align myself with great people. My marketing guru, Meg Russell, truly made my voice come through.” The toughest part, she says, was figuring things out as you go, “finding out labs can’t just do anything, and that you have to learn to problem solve quickly.”Sayers describes Lewis Center as “the perfect demographic … a growing area that has just added a fourth high school so family is everything.” EyeShop carries several independent brands for those who are seeking to stand out, but they share optical space with brands people have come to rely on, she says. “We love FYSH and KLiiK. Unique design, great color options to make our boards pop, and a great price point. We also love Kate Spade for classic looks with a twist. And due to our large volume of families, Ray-Ban provides styles for kids, moms and dads, as well as great sunwear.” The results speak for themselves — business is booming. “We continue to grow at an amazing rate seven years in. I couldn’t be more proud,” Sayers says. If years as a business owner have taught her anything, it’s that “an optometry practice isn’t just about vision and health; it’s about earning someone’s trust and becoming a primary resource for their overall wellbeing.” Advertisement Oh, and one other thing, she says: “Why can’t it be fun too?”PHOTO GALLERY (19 IMAGES) Five Cool Things About EyeShop Optical Center1. TGIF. “I love to bake,” says Sayers. “So every Friday is Dessert Friday. I bring in my baked goods to share with patients.” Some even make a point of booking on that day. 2. NAME GAME. Last Christmas, staff received new titles. Explains Sayers: “My optical manager Rachel is the ‘EyeShop Overlord,’ and my lab tech is ‘Living on the Edger.’” There’s also a “Creative Genius,” “Style Guru” and “Master Organizer” on staff. 3. PLAY BALL. Last year EyeShop sponsored a little league team and, you guessed it, Sayers treated them to popcorn and other goodies before the first game. 4. SUMMER RITUAL. The town’s July 4th parade is taken seriously at EyeShop. “We’ve been Jedis, Superheroes, Emojis, and the Founding Fathers. Patients try to get us to give up how we are dressing each year,” Sayers says. 5. VISION PLAN. Under the store’s EyeTeam Membership plan, patients can purchase a yearly membership for themselves or their families. They pay a reduced cost for exams and discounts throughout the year on glasses and contacts.WHAT THE JUDGES SAID“EyeShop sparkles with personality and love for the customer … Complete engagement on every level, from the customer to team-building and the community.” Brent Zerger, l.a. Eyeworks, Los Angeles, CA“The owner has added a lot of unique touches to her office. You can really see the personality of it come out. She’s done a great job creating marketing materials and is very well branded.” Mick Kling, OD, Invision Optometry, San Diego, CA “I love the in-house vision plan and the detailed card… and that the owner makes baked goods for patients on Fridays and holds contests with prizes.” Natalie Taylor, Taylor Vision Consultants, Boston, MA Related Topics:America's Finesteyecare businesses in OhioINVISION September '18 Up NextA Sleek Practice in the Heart of Downtown Austin, TX, Prides Itself on Its Eye for Detail Don't MissFirst Place – Todd Rogers: For This Andover, MA Optician and His Family True Independence in Business and Style is the Only Way to Go Heath BurslemAfter years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at firstname.lastname@example.org. Advertisement SPONSORED VIDEO SPONSORED BY WALMAN OPTICALProfitability with Managed Care: It’s RealIn the first of this three-part series, Dr. Eric White, Complete Family Vision Care, talks about managed care, and how to put your practice on the path to profitability. Promoted Headlines Profitability with Managed Care: It’s RealWalman Optical Overheard at The E+A Lounge at VEWEssilor Nominate a Difference MakerEssilor You may like Podcast Highlight: This Is Possibly the Best Part About Being in the Optical Business Podcast Highlight: How to Bring in Unique Frame Lines Without Spending Tons of Money Podcast Highlight: Eye Doctors Who Don’t Do This Are Basically Throwing Money Away Want more INVISION? Subscribe to our newsletter. CommentAmerica's FinestCool Ideas and Clever Lighting Create the Ideal Frame-Selection Setting at This LA-Area Practice. A host of cool touches combine to create the perfect frame-selection setting at this Los Angeles-area practice. Published 4 days agoon January 14, 2019By Heath Burslem Optical Connection, Studio City, CAOWNER: Armen Kanberian; URL: optical-connection.com;FOUNDED: 2002; LAST RENOVATED: 2017; ARCHITECT AND DESIGN FIRM: VVP Designs; EMPLOYEES: 3 full-time; AREA: 1,500 square feet;BUILDOUT COST: $35,000; TOP BRANDS: Jacques Marie Mage, DITA, Sama, Barton Perreira, Thierry Lasry; FACEBOOK:facebook.com/opticalconnection; TWITTER:@opticalconnect; YELP:yelp.com/biz/optical-connection-studio-city;INSTAGRAM:@opticalconnectionWHEN ARMEN KANBERIAN SET up Optical Connection in Studio City, CA, in 2002, his aim was clear: “To give spectacle wearers more choices in a market that’s been tainted by mass-production.”The name of the business’ home city, a well-heeled corner of Los Angeles’ San Fernando Valley, reflects its close relationship with the movie industry, which dates back to the silent era. “I always loved Studio City and I knew it was a hub for the entertainment industry,” said Kanberian. But while Optical Connection has a distinct glamour about it, he doesn’t seem that interested in showily linking his clientele to the industry. To his mind, the main quality his customers share is that they “want something special.” To oblige them, Optical Connection has created what Kanberian calls “a culture of people who love independent brands and appreciate our knowledge and unique eyewear.”After securing a loan from relatives, Kanberian set about planning a “minimalist, modern design.” The interior is simple, smart and elegant with a blue, gray and white color scheme that is applied throughout the store and its branding, starting with the spectacles-like “OC” logo. The subdued hues allow the store’s first-class lighting effort to do the work and let the eyewear take center stage. Most of the store’s wood and paint finishes are gray, while the display shelves, showcases, desktops and furniture are neutral/white, offset by blue accent walls. According to Kanberian, “The lighting…draws the visitors’ eyes immediately into the extraordinary frame collections, making them the focal point of the store.” Advertisement Optical Connection is set apart by a host of cool touches from the seating to the brightly lit frame trays to the selfie wall — all of which serve frame selection. Cleverly, the store’s signature hashtag, #WELLFRAMED, adorns the selfie wall. “Recently we had a client who bought a dress with glasses and came in just to take pictures with the selfie wall,” says Kanberian. It’s just one of multiple showcases designed to allow customers to view and try on eyewear. “We want our clients to feel comfortable and [that they] have our full attention,” Kanberian says.The emphasis is on “independent,” “unique,” and “out of the mainstream” eyewear sourced from around the world (see Top Brands, p. 59) and clients get sneak peeks at trunk shows every couple of months.More than one of our judges were struck by Optical Connection’s skilled use of social media, particularly its well-followed Instagram, which Kanberian describes as “an integral part of connecting with our clients and branding what is trending. We also connect with our clients to promote our trunk shows and events.” He has found it’s a particularly effective way of promoting lesser-known eyewear lines. “In the last few years, with independent brands our clients have appreciated the stories we post.”Kanberian goes to special lengths to praise his team’s contribution to Optical Connection’s success (see Fine Story, at right) starting with Dr. Ruth Lipson, an OD with over 30 years’ experience who has been with the practice since day one. Her optometric services are enhanced by the store’s on-site lab, which Kanberian says improves turnaround time and responsivity to special requirements. The practice is not a provider with any insurance companies, but will help clients submit out-of-network forms.Distilling the lessons he’s learned during more than 16 years of running the business, Kanberian attributes Optical Connection’s success to “being honest and listening to our clientele. Seeing the final product when my clients come to pick up their glasses are all the reasons why I continue to keep the business fresh.” PHOTO GALLERY (15 IMAGES) Five Cool Things About Optical Connection1. PHOTO OP. Optical Connection’s selfie wall is decorated with patterned wallpaper from the U.K. and the business’s signature hashtag, #WELLFRAMED, in neon. Kanberian credits L.A.-based VVP designs for helping him realize his vision for the store.2. REACHING OUT. For the past decade, Optical Connection has been participating in events at more than half a dozen neighborhood schools, and making donations to them. “This gives us an opportunity to get to know the community,” Kanberian says.3. PAWSITIVITY. For the past year, Optical Connection has been selling gift items on behalf of animal-rescue charity Tails of Joy. All proceeds go to the organization.4. CONNECTIVITY. Optical Connection’s well-tended Instagram has more than 5,000 followers. And regularly informs clients about trunk shows and other events, as well as lesser-known independent frame lines. 5. LOOKING GOOD. The practice’s branding scheme, from its spectacles-like “OC” logo to its tote bags to the wall of its optical feature a sharp, common three-toned color scheme that work well with the store’s sophisticated lighting. WHAT THE JUDGES SAIDThe store interior is chic and designed towards a client relationship where the optician is the central conduit in the frame selection discussion. The selfie wall was a great solution to an area in the store that was serving no function. Cultivating relationships with local schools is a great way to bring Optical Connection to the attention of busy parents and demonstrate the practice’s commitment to the community. Brent Zerger, l.a.Eyeworks, Los Angeles, CAThe interior of this place looks great. I really like the use of the lights in both the displays and above them. Great looking seating and other small touches. The Instagram images are fantastic and make me want to stop by this place and shop. Michael Kling, OD, Invision Optometry, San Diego, CA The lightbox portraits in the walls are such a unique feature, as is the neon #WELLFRAMED sign. The light-up frame trays are awesome. Great branding through gift bags. The high-end photo shoots do a lot to elevate the brand. Natalie Taylor, Artisan Eyewear, Meredith, NH FINE STORYOptical Connection owner Armen Kanberian repeatedly singles out his staff for their contribution to his business’s success. “I am so thankful to have an amazing team with knowledge and exceptional customer service. We have the best, most experienced opticians. Among them is Janine Willenberg from Australia. She wins most of our clients from the word ‘Hello’ with her bubbly self. Her experience and expertise are the best, along with her being passionate about helping our clientele see and feel great.” Another key player is Dr. Ruth Lipson, the in-house optometrist. “The newest addition is Dr. Tamar Kaloustian — their long experience brings so much to the business,” Kanberian says. The team meets for quarterly meetings and coaching by vendors in the newest products and technology, and gets to know customers at the practice’s trunk shows multiple times a year. Continue ReadingAmerica's FinestHigh-End Optical Retail Doesn’t Have to Be Cookie-Cutter ‘Minimal’ — Here’s Proof At Great Spectacles in Stockton, CA, Lynda Winter’s eye for quality and cozy brand of elegance make for a perfect fit. Published 2 weeks agoon January 5, 2019By Heath Burslem Great Spectacles, Stockton, CAOWNER: Lynda Winter; URL: bakersfieldeyecare.com; OPENED: 1990 (renovated in 2015); AREA: 982 sq. ft inside, 250 sq. ft. patio; EMPLOYEES: 1 full-time, 2 part-time; TOP BRANDS: Face a Face, Chanel, Dita, Anne et Valentin, Gucci, Chrome Hearts; FACEBOOK: facebook.com/bakersfieldeyecare; INSTAGRAM: @greatspectaclesLOOKING BACK, LYNDA WINTER’S long career in eyewear has a fated quality; she was placed in her first optical job by an employment agency at age 18. “I learned to listen and problem-solve.” A professional lifetime of selecting and dispensing later, fitting and adjusting is still, in her view, the core of what she does. It’s just that now she does it in her own thriving, strikingly original optical, Great Spectacles in Stockton, CA.In 1990, Winter opened Great Spectacles in a 650 square foot location with no visibility, relying on word of mouth — something she does to this day. Another constant has been meticulous inventory building. Winter joined C&E buying group, slowly built up her credit and didn’t shy away from expensive models. “Specific frames were ordered; I had one that was $500.” But she knew what she was doing. “I listened to the desires of each customer; slowly I secured select vendors. It was my desire to only carry quality products. Business was consistent.”In 2002 she moved to an upscale shopping center. November 2015 marked 25 years in business. “It was time for a facelift. We moved out for several months and upgraded everything. Vaulting the ceiling exterior and interior created volume without adding to the 950-square foot footprint. Environmental LED lighting, skylights and a focal point prism fringe chandelier enhanced the space,” which was made warmer and more inviting.In an age when high-end retail seems to default to minimal/industrial, Great Spectacles has authentic charm. Winter adds homelike and vintage touches to an elegance that is more than worthy of the fine eyewear on which she focuses. “Nothing cookie cutter here.”The painted green, ombre-design front door suggests “a linen fabric or a vintage Japanese vase.” It opens onto a mahogany front desk with a built-in display that is changed every few months. Overhead, optical prisms gleam from the chandelier. Winter came up with the store’s structural and cabinet designs herself.The signature patio is accessed through French doors, extending the appearance of space. A striped awning, artificial lawn and water feature create a calm, cozy, spa vibe, with outdoor mirrors allowing an assessment of your new frames in the light of day.As for the eyewear, “At the end of the day, classic shapes and quality remain unbeatable.” Winter and staff hand-pick every frame and only buy one of each. “Every company has classics; a good designer will create a shape that makes you do a double take,” she says. When it comes to merchandising, she’s tried every angle. “Currently we display by brand, mixing men’s and women’s, sun and ophthalmic.”Staff are loyal and valued. “I purchase lunch daily and we eat together. This is a very family-feeling practice. Continuing education is a paid benefit as well as trips to Vision Expo. Each employee has vacation, sick leave, a $300 yearly eyewear allotment and a retirement plan. Holiday bonuses are the norm.” To Tara Heredia, a 19-year veteran, “Coming to work is like coming home… customers are like family. We’re thanked daily for helping them — even as they pay their bill.” Sydney Humphrey, who handles the social media accounts, finds “working with our customers is incredibly rewarding… I feel fortunate to work in a beautiful environment.”Winter’s sales playbook is concise: “Be honest! We are in a service business and are not salespeople. If the frame doesn’t fit or look good, tell them.”She describes Stockton as “diverse with varying lifestyles. Our luxury product is not a fit for everyone, [but] … we have customers of many years that have built wardrobes of eyewear they can’t live without.” Business has been “consistently good.” The store only has one sale a year, beginning mid-January. “We go over styles that aren’t working, companies that do not stand behind their product and frames that are sold for less on the Internet” and discount those.Nearly 50 years after being placed by that recruitment agency, Winter gets referrals from all over Northern California. Some of her clients have been seeking her out since the 1970s. The rewards haven’t diminished. “I loved the business at $1.35 an hour as much as I love it now.”PHOTO GALLERY (6 IMAGES)Five Cool Things About Great Spectacles1. PRIVACY PLEASE. There is a private fitting room with a sliding barn door closure and large two-way mirror so things are private but not claustrophobic. 2. SIGN ON THE LINE. All reps fill out a vendor agreement laying down what is required when returning product, and other lines they represent. “It confirms to a new account that we are serious about our business.” 3. KEEP IT CLEAN. Printed custom 12×12” and 6×6” cleaning cloths are given to each patient when they pick up their new glasses. 4. DOCS IN THE FAM. Lynda Winter’s son and daughter-in-law are ODs in Colorado. She considered asking them to join her practice, but thought better of it. “The three of us needed to make our own way in the industry,” she said. “I love having them available for answers.” 5. MINI MUSEUM. Winter’s extensive vintage collection is displayed at the entrance and rotated every few months. “Hardly a day goes by without a comment on them,” she says. They also feature in “Throwback Thursdays” on the store’s Instagram account.FINE STORY: CHINES ART INFLUENCE Feng Shui, the ancient Chinese art of harmonizing one’s environment, influences the layout and in-store features at Great Spectacles, starting with its green front door. “A green front door represents growth because it is the shade of green plants in nature,” explains Winter. It also means prosperity because it is the same color as U.S. currency. Importantly, the entrance is free of obstacles and a small box of coins with a red ribbon is always in the “wealth gua,” the area where the money changes hands. There is also a lucky bamboo and (we’re glad to hear) a closed restroom door. WHAT THE JUDGES SAIDThe interior makes me think I’m going to be comforted in this warm, rich space. I wouldn’t doubt if they have the aroma of freshly baked chocolate chip cookies wafting through the air. Robert Bell, The Eye Coach, San Francisco, CAThe exterior front potted plants extend a warm welcome letting customers know what to find on the inside while the rear outside space is a secret garden. Jack Verdon, Verdon Architects, San Francisco, CA “I love the patio and the testimonials.” Jim Sepanek, Vice President of Sales and Marketing, DeRigo REM, Sun Valley, CA Continue ReadingAmerica's Finest6 of the Best Out-of-the-Box Ideas Dreamed Up by Optical Retailers 2018 has been a year for creativity in the eyecare business. Published 3 weeks agoon December 26, 2018By Heath Burslem IF INDEPENDENT ECPS share a common trait, it must be creativity. Here are six of the best out-of-the-box ideas dreamed up by optical retailers we’ve come across in the past year.A Glaring Solution“My area is overwhelmed with opticals and the only way to be truly successful is to differentiate yourself,” says owner Kevin Kretch of Eyes on Chagrin in Woodmere, OH. One of the many ways he does this is by removing demo lenses before showing frames to customers. “99 percent of our Rx glasses have anti-glare coating and most demo lenses do not,” says Kretch. “Therefore, cosmetically, the frames look nicer with no lenses at all than the demos on the shelf.”Conversation PiecesAt Optique’s two locations in Austin, TX, owner Dr. Courtney Rhodes prides herself on making a study of what makes for top-flight service. Since 2009 she has analyzed what her team does from start to finish to find ways to improve her customers’ eyecare experience. One very cool touch that has resulted from this is having staff choose their favorite frames and place “Staff Pick” cards by them. Aside from highlighting certain classic and newer lines, “It also helps spark a conversation between the optician and patient,” says Rhodes. Advertisement Sweet SurpriseHow many eyecare practices come with a dietary warning? “Not for the calorie conscious!” entreats David Moore OD, owner of Clear Eye Associates + Optical in Fort Worth, TX. “Our customers receive a delicious custom cookie with a personalized handwritten note delivered to their home after their visit.” And that’s AFTER they’ve scarfed down the cappuccino, chocolate and craft beer available in the store while waiting in the comfortable lounge area!In-House Bridge-BuilderOne of the most consistent messages we hear from eyecare biz owners is that B2B networking almost always translates into better service for customers. So the benefits of having a networker-in-chief should be obvious. “We promoted our receptionist to Public Relations Coordinator,” says Holly Andersen, co-owner of Uptown Eyes in Fayetteville, AR. Twice a month this staff member creates gift baskets and goes to local businesses to share the store’s mission. Focusing on local businesses has not only been a great resource for the practice, but also helped Andersen and co-owner Megan Baureis build relationships.Next-Level RecyclingDo your patients feel a twinge of guilt as they peel open and discard another daily contact lens foil pack? Whether they do or not, how much thought have you given this? At Falls City Eye Care in Louisville, KY, owner Michael Martorana OD and his wife Theresa have thought about it plenty, especially since they learned that these foil packs are so small they often get sifted out of the process at recycling plants and end up in landfill anyway. Now, they staple a note to every contact lens order that goes out, stating that patients who save their foil packs and return them to Falls City Eye Care will get a $20 discount on their next year’s daily contact lens purchase. “We also pledge the foil packs will make it to TerraCycle, a company that makes sure plastics that typically get sifted out of a traditional recycling center are, in fact, recycled,” says Theresa. Advertisement Upgrade, Don’t DiscountScarsdale, NY practice Eye Designs of Westchester were looking for a way to offer patients referred by other doctors a major incentive without using a monetary discount. Their solution was to offer free upgrades to blue light-blocking lenses. “In this situation,” says office manager Harris Decker, “the patients get a more advanced lens and we get to keep the value of our frames and lenses at a premium. Doctors that refer to us like this will plan [to do so], because they can be assured their patients will not only get a high quality product, but a blue light blocker as well.” Decker says the key for ECPs is to offers a value without making their products less valuable. He advises other ECPs to think about adding something at no charge, as opposed to discounting a certain percentage. “We’ve even begun to do this with patients not referred by other doctors,” he says. “If someone is spending thousands on a new pair of glasses, we might upgrade them to blue light blocking technology instead of offering a discount.” Continue ReadingAdvertisement LatestTrendingVideos Sponsored Content8 hours agoProfitability with Managed Care: It’s Real Headlines2 days agoUK Gets Nationwide Contact Lens Recycling Program Buzz Session2 days agoFrom Travel to Exercise to Alcohol, ECPs Recharge in Diverse Ways True Tales2 days agoLuckily Surrogacy is Not a Job Requirement Columns2 days agoCelebrity Clients Are Cool, but Never Forget Who the Real Stars Are Headlines2 weeks agoDiet Soda May Contribute to This Vision Problem, Study Finds Real Deal4 weeks agoA Patient Pushes an Optician to Bend the Rules. Is This A Gray Area Or Are They Committing Fraud? 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