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Tools and Equipment

Kering Takes Gucci Brand on the Road, and More Industry News




Kering Takes Gucci on the Road

Kering Eyewear released the first Gucci Eyewear sales campaign, the first since fully taking the brand in-house. A team of brand ambassadors has been hired to target all markets locally when it separates from Safilo on Dec. 31. Kering has already begun taking orders for the January 2017 Gucci Eyewear collection. Info:

Vision Council Dedicates $3 Million to Think About Your Eyes

The Vision Council has announced that it will contribute $3 million to the Think About Your Eyes Campaign in 2017, a six-fold increase from the 2016 contribution of $500,000, in response to the success of the campaign in reaching consumers and growing eye exams across the country. In 2015, the campaign’s messaging resulted in nearly 1 million eye exams, shortened the exam cycle by 45 percent and brought an additional $320 million in revenue to the vision industry. Info:

Operation Sight Offers Free Cataract Surgery

The American Society of Cataract & Refractive Surgery Foundation has announced Operation Sight, which provides free cataract surgery to needy patients. In an effort to broaden the Operation Sight network and address a backlog of cataract patients across the U.S., the foundation is encouraging volunteer surgeons to join Operation Sight. The foundation provides a financial stipend for each surgery completed. Info:

National Vision Grant Applications Due in January

Through its 2016-2017 Grant Program, National Vision is asking students to tackle the topic of technology innovation and consider how it has impacted the optical industry as well as how it will affect their future careers. Third- and fourth-year optometry students from across the U.S. are eligible to apply for the chance to win $5,000. Application due Jan. 31, 2017. Info:

Shamir Launches Free Classes for ECPs

Shamir Insight has launched a continuing education portal focusing on staff education in both new technology and refresher courses with free access to eyecare professionals. The education portal contains 21 self-guided Shamir-developed presentations. In addition to the free CE content, and in conjunction with Quantum Optical, for a small fee, the portal also offers over 90 courses for CE credits including four COPE courses. Info:


This article originally appeared in the November 2016 edition of INVISION.




When You’re Passionate About Eye Care, the Right Technology Matters

Lisa Genovese, O.D., strives to give her patients the very best. At Insight Eye Care’s multiple locations, Dr. Genovese provides optimal care for her patients using the Reichert® Phoroptor® VRx Digital Refraction System. In this second Practice Profile Video from Reichert’s “Passionate About Eye Care” series, take a closer look and see how this eye care professional achieved a better work-life balance with equipment that’s designed and engineered in the U.S.A.

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Tools and Equipment

The Practical, the Not-So-Practical and More Business Boosters for March

And more attention grabbing products.




Fashion Over Function

After selling out their polarizing Squiggle Glasses Collection in 2019, the BENTEL BROTHERS are back with their limited edition Squiggle Visor. They’ve taken the simplicity of the original glasses one step further by removing all hinges and creating a flexible acrylic band that fits around the head. Claiming the “collection is an exploration into the aesthetic potential of eyewear,” the visors come in orange or silver, and while graphically bold, they’re visually only semi-functional.


Good Job!

When you wear Socks with a Vision from KEY OPTIQUE your feet will always see where they are going. Made of a spandex, cotton, and polyester blend, these unisex socks are super cute and one size fits most. Dr. Keylee Brown founded Key Optique in 2019 to provide stylish professionals in the optometry field with fashionable, on-trend jewelry with a unique twist. We’d say job well done!



Game On

A new book on practice management by Dr. Adam Ramsey PLAY CHESS NOT CHECKERS: The PRACTICAL GUIDE TO WARM START YOUR DREAM OPTOMETRIC PRACTICE is now available. In the book Dr. Ramsey shares how to warm start: find a niche that immediately builds patients and referrals, leverage your community for marketing and word of mouth, use the resources available to doctors to help get your practice off to the right financial start, and more.


Keys, Phone, Readers

THINOPTICS presents a remedy for forgotten readers with their Slimline phone case. A protective phone case that also provides “Always with You convenience,” so readers are handy when needed. The Slimline is now available in 6 colors and 4 powers for all iPhone models.


3D Printing Starter Pack

Curious about 3D printed items? Test the waters with the Eyeglass Business Card Holders from 3DDISPLAYSCLE. Each one is 3-D printed and made from high-end filament. Very sturdy, the holders are available in six colors — blue, green, red, black, pink, and yellow.


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Tools and Equipment

All Eye Everything and More Business Boosters for January

Eye decor for your person and your business.




All Eye Everything

Looking for something truly special? Look no further than DEMETRIA CHAPPO CERAMICS. Her entire Spirit Eyes collection, including everything from cups to dishes, and incense burners to planters (shown), is handmade in her Brooklyn studio.

Prices vary

Linon Dobby Office Chair in Chrome

Office Update

LINON Dobby Office Chair in Chrome features a fun glasses print fabric seat and back and shiny silver nailheads on castors, perfect for a 2020 dispensary table or receptionist counter update. The adjustable seat height ensures this chair works for a variety of table heights.



Evil Eye Coir Doormat from World Market

Do Not Enter

Keep out the slush, salt and gravel, as well as the bad business juju, with this vibrant multicolor Evil Eye Coir Doormat from WORLD MARKET.


Clayton qnd Crume handmade leather sunglass straps

Strap In

CLAYTON AND CRUME handmade leather sunglass straps: for the eyewear aficionado that has it all. High-stretch silicone grips fit snugly on any temple; while premium Horween full-grain leather promises years of eyewear protection. Handcrafted in Louisville, KY, the straps can be customized with a complimentary monogram.



Classic Tee from Teespring

Never Enough

You can never have enough opticianry swag, am I right? This Classic Tee from TEESPRING is the perfect novelty item to add to any optician’s collection thanks to the Scott Adams quote:
“Opticians like to solve problems. If there are no problems handily available, they will create their own problems.”


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Tools and Equipment

Tools to Help Eyecare Businesses Increase Their Social Media Reach




SOCIAL MEDIA can be time consuming but imagine being able to carve out a set bit of time each week to schedule automated posts in advance, putting your practice in front of current — and potential — patients as often as you’d like. This is not only possible, but important as you consider broadening your reach in the digital age. The world of social media management tools is vast and sometimes intimidating. Here are some tips to get you started in the right direction, even if your practice is still small. 

Points to Consider

“Businesses should post relevant messages multiple times a day so they’re seen by as many followers as possible,” says Deborah Smith, owner and president of Foxtrot Media, LLC, a digital marketing agency specializing in social media. Smith highly recommends MeetEdgar to accomplish this goal. She says, “We use this tool for scheduling evergreen tweets like ‘Follow us on Instagram and Facebook’ and ‘Subscribe to our newsletter.’”  

Dr. Katie McElvaine of Springfield Family Vision in Springfield, MO, says the different tools have different strengths. She likes SocialOomph’s versatility for organizing content but finds Buffer (pictured) more user friendly, if limited. Crowdfire is strong on analytics but weaker on Instagram functionality.

Eyecare of Florence uses Hootsuite through iMatrix, an optometry marketing service provider, to post on Twitter via Facebook, but also creates content beyond its scheduled posts. “We have a very active Facebook page,” says Billy Isgett, optician-owner of the Florence, SC-based business. “Our patients love to be featured and it increases likes and shares.”

“Figure out who your audience is,” says Dr. Cynthia Sayers, owner of EyeShop Optical in Lewis Center, OH,  when you’re developing your content. She uses Hootsuite to schedule posts to her Facebook page, shown here.


Vendors: Social Media Tools

Buffer,; Foxtrot Media, LLC,; Hootsuite,; iMatrix,; MeetEdgar,; Sprout,


More to Remember

Save time. Schedule multiple posts in advance for continuity and efficiency. Dr. Sayers uses Hootsuite and has been satisfied with her experience. “We schedule a week’s worth of social media postings at once so we don’t have to think about it unless something comes up,” she says.

Stay clean and relevant. Tony Damceski, owner of Eyeglass Wearhouse in Reynoldsburg, OH, has used Hootsuite to manage Facebook and Twitter for five years. He advises that ECPs always “double check, triple check,” for typos, regardless of their preferred tool. And Isgett strongly recommends that content creators have some optical knowledge.

Delegate. Let multiple people contribute to save yourself time — and for variety. Michelle Wright, practice director at DePoe Eye Center in Stockbridge, GA, gets this done with Sprout. “I can give my team assignments, then I review [everything] on one page,” she says. “Before Sprout, I did it all.”

Save as you start. Free trials can help as you explore your options. However, Dr. McElvaine recommends saving any posts you set up during a trial run. “Some [services] will lock you out of the content once your free subscription ends,” she says. 

Avoid quick fixes. Smith points out that no matter what you use, no tool is a true “set it and forget it” solution. “Businesses need to constantly assess,” she says. “Are you attracting the right types of followers? Are you getting the right engagement? If not, your strategy needs to be looked at and adjusted.”

Cynthia Sayers of EyeShop Optical

What Businesses Say About Using Social Media Solutions

Cynthia Sayers, OD
EyeShop Optical, Lewis Center, OH

We use Hootsuite to manage Facebook, Twitter, and Instagram. We come up with a monthly schedule based on national observances and events around town, and then we typically set up our posts a week in advance. Our Facebook and Twitter accounts have a daily post, and Instagram has three or four posts per week, depending on the topic. We find that personal types of posts fare better than generic ones. Patients like to see people they know in the glasses. They like to hear personal stories, and that’s what makes a brand. There has to be a ‘wow’ factor.”

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