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Eye Candy Kids

Suburban milwaukee shop creates niche in catering to toddlers, tweens and teens.

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Eye Candy Kids, Delafield, WI

OWNERS: Paula Hornbeck; FOUNDED: 2014; DESIGNERS: Creative Business Interiors; URL: eyecandykidsdelafield.com; EMPLOYEES: 4; AREA: 700 square feet; TOP BRANDS: Miraflex, Etnia Barcelona, Liberty Sport, Lafont and Matisse; FACEBOOK: invmag.us/eck


PAULA HORNBECK CAN SCRATCH this one off her bucket list. In 2014, seven years after launching Eye Candy in Delafield, WI, Hornbeck opened Eye Candy Kids, a toddler, tween and teen-focused eyewear boutique, expanding the brand’s presence in this affluent, 7,000-resident Milwaukee suburb peppered with independent shops and lakeside homes. “I’m literally living the dream,” Hornbeck says.

After hopscotching the country for three decades working at eyewear shops and private practices, Hornbeck returned to Wisconsin, her childhood home, and opened Eye Candy in downtown Delafield in 2007.

“I worked for some great people, but a lot of them were content to keep the status quo. I thought we could do more and be more as eyewear businesses,” Hornbeck says. “I realized that if I wanted to do it my way, I needed to do it myself.”

Inspired and empowered by her husband, Tracy, Hornbeck pushed fears aside. She took an entrepreneurship class at a local community college; assembled a comprehensive business plan detailing her vision, marketing and financials; and shopped the proposal to local banks. When Hornbeck secured the funding and a location, Eye Candy took flight.

Initially, Hornbeck peddled luxury eyewear to adults, though she maintained long-term interest in the idea of a children’s shop.

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“I focused on the higher-end adult market and didn’t want to spread myself too thin by addressing children’s as well,” she says. “If I was going to do children’s, I was going to do it right.”

But Hornbeck paid attention as a swelling number of customers inquired about children’s eyewear. “I learned just how underserved the children’s market was,” Hornbeck says. “When I’d get asked about children’s eyewear, I wouldn’t even know who to recommend.”

And with that, her ambitions of opening a children’s eyewear shop took on added importance.

“There was a major need for quality children’s eyewear,” Hornbeck says, “and I couldn’t let it go on like that. I wanted to become the solution, not part of the problem.”

Hornbeck initially considered creating a separate children’s eyewear store elsewhere in Delafield, but she ultimately made the calculated decision to open Eye Candy Kids within her existing space to minimize start-up expenses. (Both shops are on Milwaukee Street in downtown Delafield, a popular shopping destination with colonial-style architecture.)

She transformed Eye Candy’s 700-square-foot storage space into a dynamic children’s optical boutique, sending a collection of paperwork, holiday goods and POP materials to an off-site storage facility. While each store has its own exterior entrance, a connecting hallway unites the spaces, together with a common working area for staff who regularly travel back and forth between the two stores.

“I’m paying the same rent regardless and that made it easier to accept the cost of starting a new business,” Hornbeck says.

Serving infants to “almost adults,” Eye Candy Kids embraces a decidedly whimsical flair, creating a children’s eyewear playground rather than relegating its youth collection to a corner the way most eyewear retailers do.

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The shop’s designer, Milwaukee-based Creative Business Interiors, presented a plan inspired by — yes — a candy story in Australia. A basic black-and-white color scheme is energized with dynamic pops of color, including lime and mango hues that echo the grown-up Eye Candy shop.

But it’s the frames and displays that really bring Eye Candy Kids to life. Playful images around the space mimic children’s art, and open shelving sports frames sitting among kid-friendly props like wooden alphabet blocks. “It’s a fun, contemporary space, but has enough sophistication that it appeals to adults as well,” Hornbeck says.

The shop offers the Milwaukee area’s largest selection of children’s eyewear with close to 500 frames in stock in addition to sports glasses and swim goggles. All are within easy reach for kids, and Hornbeck and her colleagues — Andrea Ruane, Robin Roudebush and Melissa Szajna — often settle on their knees and speak to kids eye to eye as they help their youngest customers.

“Kids deserve to see and touch, too,” Hornbeck says, adding that she favors frames that are both flexible and durable because “undoubtedly, kids’ glasses will hit the ground.”

While Hornbeck says it will take a while for more customers to find Eye Candy Kids and discard the two-for-$99 promotions so prevalent in the children’s marketplace, the shop continues to capture momentum.

“It’s an education process,” she says. “But there’s no question we’re filling a marketplace need, creating our niche and gaining fans at Eye Candy Kids, and I can’t tell you how rewarding that has been.”

PHOTO GALLERY (6 IMAGES)

Five Cool Things About Eye Candy Kids

1. EYE CANDY KIDS.  Participates in Great Glasses Play Day each May, an event celebrating spectacled children. “Sometimes kids who wear glasses can feel different, but this day celebrates how unique they are,” Hornbeck says.

2. KIDS LOVE COLOR. In their clothes, their bedrooms and their eyewear. While many parents fret about colorful frames, Eye Candy Kids champions colors and patterns. (The shop was on top of last fall’s camo trend before the look took off.) “Whether adults or kids, you have to know your customers,” Hornbeck says.

3. WITHOUT AN EYE DOCTOR ON SITE. Hornbeck leans on area optometrists and ophthalmologists for pediatric and teen referrals. When Eye Candy Kids first opened, Hornbeck personally visited local eye MDs , including one pediatric doctor, to introduce her shop and provide literature for patients. She also sent an earnest letter to local optometrists to frame herself not as a rival, but as a resource, particularly for those tough-to-fit kids.

4. HAVING TWO STORES.  Side by side creates synergy. Child-toting parents discover the adult store for their eyewear needs, while staff at the grown-up shop often ask adults if they have children or grandchildren who need eyewear. “Either way, it’s easy to plant that seed,” Hornbeck says. “And the plan, of course, is for children to grow up with Eye Candy Kids and then graduate over to the adult store.”

5. FAMILY-FRIENDLY EYEWEAR SHOPS.  Know that weekends are when sales really get popping. That goes double at Eye Candy Kids, where a nostalgic popcorn popper runs every Saturday.

Fine Story

It was the kind of moment that inspires, a memory that continues to motivate. A toddler boy shunned the thought of glasses, fussing and frowning and refusing to hide his discontent. Each time, Eye Candy Kids optician Melissa Szajna put a pair of glasses on the youngster, he immediately removed them. Szajna remained patient and reassuring for both child and parent. “I even bribed him with a sticker to take his measurements,” Szajna says.

The toddler was still grouchy at his follow-up appointment, consistently pushing his new, nearly indestructible glasses to the floor. But each time, Szajna scooped up the glasses, smiled and gently returned them to his face.

Days later, the boy’s mother called the shop with a progress report: the boy loved his eyewear. “There was so much gratitude and appreciation in her voice,” Szajna says.

For Hornbeck, the tale is a compelling reminder of why she opened Eye Candy Kids. “Glasses don’t have to be like wearing orthopedic shoes anymore,” she says. “If we have variety and color, we can make kids feel good about wearing glasses and that they’re actually cool to have.”

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America's Finest

Want 15 Years of Growth While Keeping Your Team Close and Building the Optical of Your Dreams? This Tennessee Practice Can Show You How

They knew if they treated patients right, the business would succeed.

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Spring Hill Eyecare, Spring Hill, TN

OWNER: Rob Szeliga, OD; URL:springhilleyecare.com; FOUNDED: 2005; YEAR OPENED FEATURED LOCATION: 2018; ARCHITECT AND DESIGN FIRMS: Rob Stensland, Optometric Architects (architect); Amy LeAnn Szeliga (interior designer); EMPLOYEES: 13 full-time, 4 part-time; AREA: 8,300 sq. ft.; TOP BRANDS: Dailies Total 1/Multifocals, Kate Spade, Costa, Shamir, neurolens; FACEBOOK: facebook.com/springhilleyecare; INSTAGRAM: instagram.com/springhilleyecare; BUILDOUT COST: $1.6 million


ROB SZELIGA MOVED to Spring Hill, TN, about 30 miles south of Nashville, with his family as a teenager in 1993. They were in the vanguard of an influx that has seen the population grow from 1,200 to over 40,000. He graduated from Southern College of Optometry (SCO) in 2005 and opened Spring Hill Eyecare “ice cold.” He and his wife Amy had a clear idea of what they wanted the business to be: a practice that offers the total package and only refers when surgery is needed. “I spent 100 percent of my time and energy growing my practice — not filling in elsewhere,” he recalls. “Luckily, I had strong support — a wife teaching elementary school and my mom and two sisters as my first employees. We knew that if we treated patients right, the practice would grow.” They started with 1,200 square feet, their newborn son Jackson literally growing up in the office. “My second lane didn’t have a phoropter, it had a crib,” says Szeliga. By their 10th anniversary they already had one major expansion under their belt and needed another.

Spring Hill Eyecare owner Rob Szeliga OD with his wife Amy and family.

The Szeliga’s found their dream location in a vacant 1870 farmhouse, but the structure would require demolition if it was going to work. “Without the proper approach, this would not be well received in a community growing as fast as Spring Hill, and quickly losing its small-town charm,” recalls Szeliga. They posted a letter on their blog explaining their plans, and this honest approach elicited overwhelmingly positive feedback online.
In the months before the house and barns were demolished, Szeliga would leave work, change clothes and get busy reclaiming their great features, including 11 fireplace mantles, original barnwood/beadboard, old doors (now frame boards), giant parlor doors, live edge maple breakroom tables milled from original trees, wavy glass muntin windows, and a cast-iron tub flower bed. The new building’s layout centered around preserving a giant, centuries-old oak tree.

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The juxtaposition of the salvaged fixtures and curios with the practice’s modern equipment lends a unique vibe to the exam rooms, each of which has a theme, including “garage” (the practice’s logo painted on a 1940s truck door) and “music” (with 100-year-old instruments) to name just two. Spring Hill Eyecare’s dry eye treatment center is called The Greenhouse after the one on the original property. “You go in the room with dry eyes facing old rusty tools,” says Szeliga. “When you get up from the massaging chair your view is of lush plants and flowers; you leave refreshed.”

Catering to the town’s expanding demographic, the team sees everyone from InfantSEE babies to geriatric patients. Among its numerous specialty facilities is a 900-sq-ft. sports vision/vision therapy center.
Szeliga used to spend about $400 a month on newspaper ads, but he says that all changed when, for a one-time fee of that same amount, he hired a patient to install a marquee sign under the practice’s street sign. “When the sign is not describing an upcoming event, we try to keep it full of puns or statements about pop culture, particularly eye-related ones.” He says simply keeping this sign funny and relevant generates enough community feedback and new patients that he doesn’t bother much with traditional marketing anymore.

Word of mouth is Spring Hill Eyecare’s other main form of advertising, much of it generated by creatively cultivating ties with the community through charitable and other events.  Examples include Kids’ Day and a Pre-Parade Hot Chocolate Party every year before the Christmas parade. “We even begged to get the parade path extended to go by our new location to keep this tradition,” Szeliga says. Spring Hill Eyecare sponsors many schools, teams and causes, but they also enjoy creating their own charitable events, like their “Give A Gobbler” Thanksgiving turkey campaign. The team “gobbles” loudly for donations. “For larger donations even our doctors gobble!”

One of the foundation cornerstones of the 1870s farmhouse that once stood on the site is displayed in the optical.

Szeliga says that while there are ECPs with flashier sites, he’s proud of the genuine feel he’s achieved with Spring Hill Eyecare’s online presence. “Too many websites have just generic stock photos … Our most popular posts are those involving personal photos or stories about myself, my family and my team.”

He credits the trust he has established with his prized team for much of Spring Hill Eyecare’s success. And it’s a quality he repays handsomely. A believer in continuing education, he has taken his team to the state optometry meeting for the last 10 years and to IDOC’s Orlando meeting the last five. But it’s not all work and study. “For our 2018 Christmas party I rented a Hummer limo for a Christmas lights tour and created a jigsaw puzzle to reveal clues about their Christmas gift: a four-night cruise to the Bahamas to celebrate an excellent 2018,” he says.

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Crucially, through all the rapid growth, the practice has never lost the close-knit feel of the early days. “While I no longer have family working at my office,” says Szeliga, “we’ve been able to keep the family atmosphere for 13 years.”

PHOTO GALLERY (26 IMAGES)

 

Five Cool Things About Spring Hill Eyecare

1. TV STARS. Szeliga’s repurposing of the old farmhouse that once stood on the site of the practice was featured in DIY Network’s Nashville Flipped series.

2. GOOGLE TOUR. Its website features a Google virtual tour: the photographers liked the building so much they shot extra rooms in exchange for being able to feature them on their website.

3. NEVER LEAVING. The coffee bar has two TVs, charging stations, customized coloring books for grownups, mini-fridge and a Keurig coffeemaker.

4. ACCOLADES GALORE. Office manager Melanie Jenkins was named Tennessee Paraoptometric of the year in 2018, SECO Paraoptometric of the year in 2019 and AOA Paraoptometric of the year in 2019.

5. WALKING ADS. At a community event this year staff had low-cost suns made with their logo and a sticker: “Redeem for $25 off a pair of sunglasses.” Only a few people did, but “others [wore] them around town,” says Szeliga. Next year’s target: high school marching bands.

WHAT THE JUDGES SAID

  • Outstanding community engagement throughout the planning and construction of their new location. Honoring the legacy of the former structure by incorporating materials and elements is a testament to their respect and concern for the community they serve. Nathan Troxell, PPG, Monroeville, PA
  • Spring Hill Eyecare has built an optical business that’s people- and purpose-focused, and they’ve fostered a growing business by organically growing their practice, while remaining true to providing quality eyecare in a welcoming environment. Stirling Barrett, KREWE, New Orleans, LA
  • The space is bonkers! Overall one of our faves! Leigh and Todd Rogers Berberian, Todd Rogers Eyewear, Andover, MA
  • The focus on local, independent optometry is evident across all aspects of the business. The website shines. It is easy to maneuver, has all the info one would be looking for and the imagery is great. I felt like I knew the practice and the doctor after visiting. The themed exam rooms are also a great idea as they create a relaxed, eclectic environment for their high-tech functions. Beverly Suliteanu, Westgroupe, Ville St-Laurent, Québec, Canada

 

Fine Story

Beneath a window in Spring Hill Eyecare’s optical, customers will find a hefty, timeworn, earth-stained rock that, while adding natural charm, clearly bears the marks of human shaping. It was one of the foundation cornerstones of the 1870 farmhouse that once stood on the site. The stone was hand-cut in the 1860s. Says Szeliga, “Opening my practice cold was a lot like the process of forming this hand-cut stone. It took patience — and patients! Like the old house, we started with a strong foundation that was built on two pearls I learned early: ‘What’s good for the patient is good for the practice,’ and ‘See everything we do from the patient’s point of view.’ Trends and tech are constantly changing…but we continually grow based on our strong foundation.”

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America's Finest

A Simple Formula Keeps This Vancouver Optical Growing After 40 Years

They created a safe space for self-expression.

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The Optical Boutique, Vancouver, British Columbia

OWNER: Sue Randhawa; URL:theopticalboutique.com ; FOUNDED: 1979; EMPLOYEES: 2 full-time, 1 part-time ; AREA: 1,000 sq. ft.; TOP BRANDS: Anne et Valentin, Theo, Jacques Marie Mage, Face á Face, LPLR ; FACEBOOK: facebook.com/theopticalboutique; INSTAGRAM: instagram.com/theopticalboutique


Randhawa enjoys the juxtaposition of antique or vintage aesthetics and The Optical Boutique’s fashion-forward frames.

THE OPTICAL BOUTIQUE was founded in 1979 and quickly became a key destination for eyewear connoisseurs in Vancouver. Sue Randhawa worked alongside the original owners for 15 years before purchasing the business in 2007. Having already built a rapport with the clientele, she opted for a minor update rather than a wholesale reinvention. But that would soon be forced upon her when the building management unexpectedly invoked a clause in the lease that allowed them to tear the site down for a complete rebuild. “What began as an unfortunate circumstance evolved into an awesome opportunity. I was involved in the entire design process [of the new store]. It was amazing to be able to see my vision for the space become a reality.”

The Optical Boutique is unmistakably the expression of a personality, rather than the sleek product of a design consultancy. Frames reside in antique draws, set off by vintage signage; they’re draped over old books with cracked spines and perched atop ancient typewriters. Randhawa’s touch is evident in large features like the store’s brick accent wall, its display cabinets, and the antiques she collects during frame-buying trips. She particularly enjoys the juxtaposition of antique or vintage aesthetics and The Optical Boutique’s fashion-forward frames.

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Randhawa tries to travel at least twice a year to European shows for buying and chooses selections with her diverse clientele in mind. “I choose collections that are handmade, unique, colorful, and whenever possible logo-free.”

The store is located in Kerrisdale, a “tight-knit” community, in Randhawa’s words, on Vancouver’s West Side that skews to the older and wealthier, though The Optical Boutique has established a city-wide reputation and is drawing a growing number of people from other demographics and neighborhoods thanks to its well-tended online presence. “Our average client is around 60-70 years old and is anything but typical. One of the things we hear often in the store is how diverse our collection is,” she says. “We often have clients in the neighborhood who come in with their friends to get a minor adjustment and end up staying to visit and browse.”

The team at The Optical Boutique strives for a nurturing environment. “We encourage positive self-talk, as the majority of people, when confronted with a mirror, become their own biggest critic. This type of service does not go unnoticed as we receive numerous recommendations based on the experience we provide.” So numerous, in fact, that Randhawa doesn’t really bother with traditional marketing. “We have spent 40 years sticking to our simple business model — to sell quality products at a reasonable price and focus on providing the best customer service possible,” she says. “It speaks volumes to us that we get most of our new clients from them seeing and loving our eyewear on existing clients and being referred in to us.”

Having said that, she does have a strong presence on social media. “I really do try to follow a posting schedule, but I find that my organic posts, the ones that I share because I like something about the image, seem to resonate more.” The store’s Facebook and Instagram accounts reflect Randhawa’s deep engagement with the local fashion scene. “The images I post illustrate the way we work; each person is different and has their own fashion journey. I like to show other women they can have fun with their eyewear.”

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Randhawa credits her staff of “unique and complementary individuals. Each has their own perspective, style, taste, and personality. I love that we all bring different strengths to the table. Some days it feels like we spend more time laughing than working.”

It says a lot about Randhawa’s achievement at The Optical Boutique that to her, entering the store “feels like coming home. I have had clients tell me it feels more like visiting a friend than an optical store. This is a place where clients become friends and people feel safe to express themselves.”

PHOTO GALLERY (13 IMAGES)

Five Cool Things About The Optical Boutique

1. MATCH MAKER. Randhawa has relationships with all of Vancouver’s major lens manufacturers “so we have the diversity to find the right lens on an individual basis.”

2. FASHION FIXTURE. The team are regulars at Vancouver Fashion Week. “I love seeing the designers’ concepts come to life. It’s so much fun to be a part of their journey and to collaborate with them.”

3. INFLUENCER. @theopticalboutique was voted one of the “Top 25 Vancouver Fashion Instagram accounts to follow” by a local online newspaper.

4. DOOR-TO-DOOR. Randhawa makes house calls. Sometimes with a small collection of frames to do a complete fit in the home, other times just to say hi. “It’s a lovely interlude in my day.”

5. GIVING BACK. Every year the business provides a scholarship to an emerging designer or student who shows at Fashion Week.

WHAT THE JUDGES SAID

  • Sue’s love of fashion and eyewear is evident; but what strikes me even more is her desire to help patients discover their personal style: “Each person is different and has their own fashion journey.” Nathan Troxell, PPG, Monroeville, PA
  • Sue’s passion and enthusiasm for quality, individuality and culture clearly translate into a unique story with a strong dose of personality — all with a distinct point of view. Stirling Barrett, KREWE, New Orleans, LA
  • There are some awesomely creative things about this shop — and the social media looks as slick and cool as the website. Leigh and Todd Rogers Berberian, Todd Rogers Eyewear, Andover, MA
  • The best marketing tool The Optical Boutique has is Sue. Her active involvement in the local fashion scene and her unique and eclectic style provide amazing PR that cannot be bought. Beverly Suliteanu, Westgroupe, Ville St-Laurent, Québec, Canada

 

Fine Story

Randhawa and her team have worked hard to disabuse their clientele of the idea that they have to match their eyewear to their clothes. “For so long people have been worried that their new glasses won’t ‘go’ with what they’ve got in their wardrobe, but this has to stop,” she says. “We try to educate each client that our goal is for the eyewear to be harmonious with their own coloring, and that means they won’t have to worry about matching it. In fact, sometimes having a contrasting color can be quite striking.” Randhawa tries to show through her own eyewear that glasses can be an excellent way to make a statement, add some color to a complexion, or even elevate an outfit. “I think what we’ve created at The Optical Boutique is a safe space for people to try to test their own boundaries and explore their inner creativity in a way they might not have even considered before,” she says.

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America's Finest

You’ll Be Amazed What This Minnesota Practice Did with 1,000 Sq. Ft.

Hint: A stunning optical, exam lane AND plans to put in an edger.

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Wink Family Eye Care of SLP, St. Louis Park, MN

OWNER: Dr. Roman Gerber; URL:winkfamilyeyecare.com ; FOUNDED: 2018 ; ARCHITECT FIRM: Bob Shaffer Foundation Architects; EMPLOYEES: 2 full-time ; AREA: 1,000 sq. ft.; TOP BRANDS: Ørgreen, Etnia Barcelona, MODO, Acuvue Oasys 1 Day, Fresh Day Sphere; FACEBOOK: facebook.com/winkslp; INSTAGRAM: instagram.com/wink_of_slp; YELP:yelp.com/biz/wink-family-eye-care-of-slp-saint-louis-park; BUILDOUT COST: $150K


Dr. Roman Gerber had wanted to open his own practice from the moment he graduated OD school in 2011. His dream came true in January 2018.

DR. ROMAN GERBER WANTED to cold-open a practice from the moment he graduated optometry school in 2011. Life circumstances and other opportunities kept that from happening for a few years, but by early 2017 he was scoping out potential locations for his own business in the South Minneapolis/St. Louis Park, MN area.

Things moved pretty quickly and the doors to Wink Family Eye Care of SLP opened on Jan. 15, 2018. Gerber began by seeing patients at Wink three half-days a week, while still working at his previous office; but before the year was out, Wink had gone from one to two full-time employees and was busy enough for Gerber to start working there full-time himself.

Gerber’s prime motivation for choosing the St. Louis Park neighborhood was because that was where his family first settled after immigrating from Russia when he was just 4 years old.

But as he took a closer look at the area, he was surprised at how much busier certain blocks were than others not that far away. The location he eventually settled on benefits from being in a mixed commercial and residential zone with Fresh Thyme and Trader Joe’s groceries nearby, a CVS pharmacy across the street and a busy Starbucks outlet just two doors down.

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Gerber estimates that about half of his patients are in the 20-39 age group, and they’re an important segment for Wink. “However, that still leaves half of our patient base as younger than 20, or 40 and older. We try to cater to everyone.” Figuring out the ways to cater to each group has been a learning experience, he says. “We understand that many of our Millennial/Gen Z patients may prefer to communicate through secure email/text so we try to accommodate that. Although some of our Gen X/Baby Boomer patients would prefer phone calls, it has been surprising to me how many of our patients from those generations also prefer text messages.”

The store’s décor and distinctive green color scheme were inherited from Wink’s partner business, Wink Family Eye Care in Chanhassen, MN, with a few embellishments. The store’s cool feel, sleek materials and careful, efficient use of space offer a lesson in how to make the most of a smaller space. Explains Gerber: “With our young hip demographic, we focused on a classier optical. The walls are lined with stinkwood and showcase our frame lines beautifully. We have a small, 1,000 square foot, flag-shaped space. We wanted to fit a pretest room, exam room, office, and future edger without sacrificing our optical. Our architect worked tirelessly to fit all of these components and to allow a natural flow.”

Eyewear is merchandised by brand, with Tracey Eggerstedt, Wink’s technician/paraoptometric/optician extraordinaire organizing and reorganizing constantly. Once again, it’s a constant learning curve: “It’s interesting to see where people look at glasses and which locations are ‘hot spots,’” Gerber says. He adds that the store’s online focus is primarily on building brand awareness. “We like to educate our patients while still showcasing our fun vibe.”

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Gerber strongly believes in listening to staff, treating them with respect, and empowering them. “Take care of your staff and they will take care of your patients,” he counsels. Before every eye exam, staff call on the patient’s medical and vision insurance to ensure there are no surprise bills. Eggerstedt focuses on pre-testing, frame styling, and learning everything about ocular health. “She enjoys being quirky with our patients and getting to know each one,” Gerber says. But all of the staff do a little bit of everything. “Kristin [Cannon] is our contact lens guru. She loves working with scleral lenses and doing difficult insertion and removal trainings.” The key to achieving great service, Gerber says, is to “treat every patient as if they were your family. We really try to empower patients and give them information to make the decisions for themselves. Everybody’s life is different and all we can do is educate our patients on all their options.”

PHOTO GALLERY (20 IMAGES)

Five Cool Things About Wink Family Eye Care of SLP

1. PARTNERS IN FINE. Wink Family Eye Care of SLP has a partner practice, Wink Family Eye Care in Chanhassen, MN, another America’s Finest Honorable Mention. They share staff, records and a website, but are run as separate businesses.

2. MEET & GREET. The Wink team are huge believers in networking and spend about five hours a week meeting other small businesses in the community, looking for ways to help each other out.

3. WILL TRAVEL. Gerber has made charity trips to Honduras, India, Mexico and Peru, and for two years helped build clinics in The Gambia, West Africa.

4. AWARD WINNING. Staff member Tracey Eggerstedt was named Paraoptometric of the Year in 2018 by the Minnesota Optometric Association.

5. EASY ON THE EYE. The store’s green color theme was chosen on the basis that the green wavelength of 555nm is the easiest for the rods in the retina to see.

WHAT THE JUDGES SAID

  • Great logo, clean marketing materials and excellent use of that eye-popping green. Very clean and “shoppable” store layout. Nathan Troxell, PPG, Monroeville, PA
  • Refreshing in its simplicity and direct messaging. A solidly cool business. Leigh and Todd Rogers Berberian, Todd Rogers Eyewear, Andover, MA
  • While they obviously take the medical side of their business very seriously, there is a quirky, fun side that is evident in their marketing materials and social media posts. I like the community involvement, both local and global. Beverly Suliteanu, Westgroupe, Ville St-Laurent, Québec, Canada

 

Fine Story

Wink Family Eye Care of SLP owner Dr. Roman Gerber’s approach to choosing the precise location for the practice was downright scientific. In early 2017, while looking for places in South Minneapolis and St. Louis Park, MN, he says, “We ran a geospatial analysis (a gathering, of imagery, GPS, satellite photography and historical data for specific geographic coordinates, i.e. a street address or postal code) on a few spaces that were available. We were aware the area was changing rapidly, but it was great to see whether our assumptions about traffic patterns were correct. For the most part they were.”

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