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Primary Eyecare Network Offering Educational Opportunities




(Press Release) Primary Eyecare Network, a division of ABB OPTICAL GROUP, is offering eyecare practitioners several educational opportunities during the month of June.

“We strive to provide quality educational forums every month to PEN members and non-members alike to strengthen independent optometry practices," said PEN Marketing and Education Manager Mary Eastwood, OD, FAAO. "From compliance issues and ICD-10 to lens materials and frame adjusting, the topics we are covering in June are extremely relevant for success in today’s rapidly changing eye care environment.”

The June schedule includes:

  • June 3 – Compliance Webinar – 12:30 to 1:30 p.m.
    Offered in partnership with CS Eye, an independent consulting company focused on compliance in the optometry industry, this webinar will focus on breach notifications and requirements for healthcare providers. Free for PEN members; $15 for non-members.
  • June 10 – EHRs and ICD-10 Webinar- 12:30 to 1:30 p.m.
    Offered in partnership with Eyefinity, this webinar will focus on ICD-10 and its effect on practice workflows. Learn how electronic health records (EHRs) with built-in intelligent coding can ease the transition to ICD-10 while driving efficiency and preserving revenue. Free for PEN members and non-members.
  • June 16 – Lens Materials – 10 a.m. to 12 p.m.
    DoubleTree by Hilton, San Jose, CA
    Learn how to effectively explain lens options to patients and provide patients with the best materials for their prescription, frame and lens design. Presented by Mary Schmidt, an American Board of Opticianry certified optician and paraoptometric (CPO). Worth two hours of American Board of Opticianry continuing education credits. PEN member fee: $95; Non-member fee: $140.
  • June 16 – Frame Adjusting – 1:15 to 4:15 p.m.
    DoubleTree by Hilton, San Jose, CA
    Also presented by Schmidt, this seminar will focus on how to provide patients with a well-adjusted frame; maintain long-term, satisfied patients; and act with confidence when dispensing glasses. Worth three hours of American Board of Opticianry continuing education credits. PEN member fee: $95; Non-member fee: $140.

To register for any of these events or for more information, visit or e-mail




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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Press Releases

Think About Your Eyes Launches Enhanced Website

It features new content and a modern, easy-to-navigate design.




(PRESS RELEASE) ALEXANDRIA, VA – Think About Your Eyes, a national public awareness campaign presented by The Vision Council and the American Optometric Association that aims to promote the importance of getting an annual comprehensive eye exam with an optometrist, announced the launch of its new website. Featuring new content and a modern, easy-to-navigate design, the reinvigorated platform provides information on eye health, eye conditions, vision correction options and treatment and enables consumers to find an eye doctor and schedule an exam.

“With a host of new initiatives on the horizon, 2020 was the perfect moment to launch a new website that will serve as a backdrop for our exciting news,” said Jane Balek, executive director of Think About Your Eyes. “The mission of Think About Your Eyes is to empower consumers to embrace vision care, and the enhanced website makes it easier than ever before to find an eye doctor and schedule an exam, discover educational resources, and be inspired by real life eye health stories.”

Podcast: Is Eyecare in Canada Really More Like the US Than We Think?

Podcast: Is Eyecare in Canada Really More Like the US Than We Think?

Podcast: What Exactly Does it Take to Become America’s Finest Optical Retailer?

Podcast: What Exactly Does it Take to Become America’s Finest Optical Retailer?

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Developed to offer a seamless user experience, Think About Your Eyes’ new website features an inviting design and an intuitive display designed for optimal compatibility with mobile devices. The new platform includes a range of new and interactive content, including a dynamic section called Eyes Across the Country. Content on this page includes interactive quizzes about eye health and information regarding special events.

Eyes Across the Country will also feature real life eye health stories, including the recently announced #seebeyond2020 contest winners. The contest, which launched in October 2019, sought to capture and feature the stories of individuals whose lives were enhanced by visiting the eye doctor. Winners were selected based on how well the eye health story communicated a life-changing impact of an eye exam and how well it conveyed how eye health contributes to the quality of life.

Additionally, the new website features a section for industry partners and doctors to download resources for use in-office, for patient education or in their own marketing efforts. Resources include email, press release and social media copy, as well as images and graphics.

In addition to new content, the website will include new features to further improve the user experience, including a new doctor locator that will be introduced later in 2020.

For more information on Think About Your Eyes, please visit

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Press Releases

SportRx Accepts Nominations for 2020 REXY Awards 

Products may be submitted for consideration via the awards nomination form until February 29, 2020.




(PRESS RELEASE) SAN DIEGO, CA – One night a year, SportRx, the leader in sport prescription eyewear, comes together with industry leaders for the SportRx Awards where eyewear brands are recognized for their excellence in elite product design and innovation across an array of performance categories.

The SportRx Awards, also known as THE REXYS, will return for its third year in Las Vegas, Nevada during the Vision Expo West industry trade show on September 24, 2020.

The awards selection process for THE REXYS historically entailed a combination of SportRx Optician expertise, sales performance data, and customer reviews. This year, SportRx is welcoming brands to submit nominations for their best products to be considered in the selection process. The nomination window is open throughout the month of February. Products may be submitted for consideration via the awards nomination form until February 29, 2020.


  • Best New Release
  • Best Baseball Sunglasses
  • Best Cycling Sunglasses
  • Best Fishing Sunglasses
  • Best Golf Sunglasses
  • Best Motorcycle Sunglasses
  • Best Motocross Goggles
  • Best Mountain Bike Sunglasses
  • Best Running Sunglasses
  • Best Safety Sunglasses
  • Best Snow Goggles
  • Best Athleisure Sunglasses
  • Best Everyday Sunglasses
  • Best High Rx Sunglasses
  • Best Women’s Eyeglasses
  • Best Men’s Eyeglasses
  • Best Kids’ Eyeglasses
  • Best Women’s Sport Sunglasses
  • Best Men’s Sport Sunglasses
  • Best Kids’ Sport Sunglasses

“We want to recognize our partners in the industry for creating the quality products that allow us to service our customers with all types of needs, ranging from MLB athletes to professional boomerang throwers and everyday bike commuters,” says Dan Bruton, SportRx CEO and president. “We also want to bring this recognition to the public by making it easy for customers to identify the cream-of-the-crop products on the SportRx website.”

Customers can narrow the vast selection of performance eyewear with the “Shop THE REXYS” function on REXY nominees and winners are distinguished by the metallic REXY icons across product landing pages on the SportRx website. Past REXY nominees and winners can be seen at

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Press Releases

ic! berlin Completes New Brand Identity Transition

It launches more new frames than ever at Opti.




(PRESS RELEASE) The innovative eyewear brand ic! berlin has completed the transition to its new brand identity with a fresh new logo, Berlin-themed imagery, and a new mobile-first website with industry-leading search and filter capabilities. At this year’s Opti show in Munich (January 10-12), the brand goes from strength to strength with its largest number of releases ever—34 new styles total—including new sheet-metal based Classic Collection frames, all-new Titan (titanium) and buffalo Horn designs, and an exciting new collaborative capsule with Mercedes-Benz. ic! berlin can be found at the Opti show in Hall C1, booth 331.

The New ic! berlin – Now Online at

The fourth quarter 2019 saw the introduction of ic! berlin’s new corporate identity, the culmination of which was the launch of the new corporate website at in late November. The mobile-optimized site is designed to not only showcase the brand’s new Berlin-centric visual language, but to also make finding the perfect frame easier than ever. This is accomplished via an intricate filter system and simplified organization of the product lines. Coming in Q1 are more features like Click and Collect, which connects customers with opticians in their area, and a recommendation engine.

The Classic Collection – Sheet Metal at Its Finest

At the heart of the Opti releases are 12 new Classic Collection frames. Made completely of sheet metal, there are three new male RX frames on offer (Henning O., Juan P., Lars D.) in classic rectangular shapes with new colorways like Pantone color of the year “Classic Blue” and the olive-colored “Grape Leaf.” Long-time ic! berlin fans will be happy to see the return of a Base 8 frame, the aptly named “i see” – a sporty sun frame available in several colorways including an all-chrome variant with smoky mirrored lenses.

Color continues to be a theme with the female/unisex models Alexandra N., Priscila W., and Sonja M., but the standouts are the His/Her models Wolfener and Factory, a pilot and oversized square shape with gentle retro styling and a pop of color via tinted demo lens colors like Bubble Tea (brown), Lolly Purple (pink), and Pool Fade (blue).

There are three female oversize sun frames: Flanieren, Kiez, and Paletti. Flanieren is an oversized rounded cat-eye frame that builds on the success of ic! berlin’s previous Suprematism capsule using a gap between the lens and frame to create a floating effect. Kiez takes the brand’s expertise in metal bending to new extremes with its two thin metal strips folded forward over the large hexagonal lenses to create a unique “eyebrow” effect while Paletti delivers a bold and stylish pentagon/butterfly shape. Classic Collection sun and prescription frames start at $499.

Introducing Titan – the ic! berlin Titanium Line

Previously sold under the sub-brand “onono,” titanium makes its way into the ic! berlin collection under the all-new “Titan” line – a name which pays homage to not only the material but to the strength of the Greek Gods. Debuting are two bold new sun models, the double bridge T119 and hexagonal T120, which use a unique 3D “Plotic” ring system to add a splash of understated color that coordinates perfectly with the colored lenses. There are four colorways available for each frame.

Also included in the Titan range are four RX frames: T115 (panto), T116 (hexagonal), T117 (square), and T118 (double bridge). All ic! berlin Titan frames are made of premium titanium material sourced from Japan and are known for their exceptional lightness and durability, as well as being hypoallergenic on the skin. Titan sun models start at $569 and prescription from $559.

The Best of the Best: New ic! berlin Horn

Horn as a material is also moving from the “onono – the very few” sub-brand to the ic! berlin collection with newly designed and highly wearable styles made for the modern Gentleman. There is nothing more luxurious than a pair of genuine buffalo horn frames, and these 10 new models are competitively priced starting at just $1,780.

Named after German rivers, which like horn are naturally formed, the new ic! berlin Horn collection comes in mottled black or brown. The designs in this collection appeal to various tastes and include classic rectangular shapes (Alster, Fulda, Neckar, Rhine), square (Saale, Spree) and panto (Moselle, Vils). The larger models Elbe and Havel add an additional splash of color via their tinted demo lenses in Bubble Tea and Pool Fade colorways.

Return of the Mack: Power Law in Marble Acetate

Give the people what they want. That’s the idea of the re-introduction of ic! berlin’s iconic Power Law sun frame in new faux-marble acetate. The combination of metal and marble surfaces is well-known in furniture design, and now ic! berlin brings its top-selling sun frame back with a choice of four striking marble-like styles: white, brown, grey and black. The chunky rough acetate finish gives each frame a bold new look that is sure to keep this style around for years to come. Priced at $529.

One More Thing: ic! berlin x Mercedes-Benz

This year’s Opti show is history in the making as two great German brands from different disciplines get together to push great design forward: Introducing ic! berlin x Mercedes-Benz. More than a simple logo licensing deal that is all too common in eyewear, this capsule represents a true collaboration between ic! berlin and Mercedes-Benz designers: four perfectly shaped sun frames and one exceptional showpiece—all with the DNA of both brands intact.

The star of the show is the MB Shield, a monolens shape taking inspiration from the Mercedes-Benz Style ethos of intelligent and progressive design. With its distinctive metal frame protruding through the lens, the MB Shield creates a sensual purity through a reduced set of materials. The bold design is both functional yet fashionable.

Branded under Mercedes-Benz Classic are three sun shapes: MB01, MB02, and MB03. The male oriented MB01 and MB03 feature lines in the bridge recognizable from the automobiles, while the female MB02 offers the pilot shape in a softer, rounder form. All three models include a newly developed temple using a combination of metal and rubber and are stamped with the Mercedes-Benz star. These three frames are priced from $549 and up.

For the true auto enthusiast is the AMG-branded AMG01 featuring a sportier lens form and signature red or white color accents. In addition to the strip of color, the unique bridge design of this model also sports textured lines made to resemble the bold front grill design language of these high-performance cars. All four of the Mercedes-Benz collection frames come with driving-optimized lenses from Zeiss in a choice of Nightfall (black) or Roadster (brown) tints. The AMG01 prices start from $579.

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