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t is hard to believe that 2013 is almost over! We had a successful year due to the valued partnerships with our members and vendors. We have also had a busy year! Not only with the current baby boom taking place among our Alliance family, but also with creating new programs to better serve our members as well as welcoming many new Alliance members. This year The Alliance brought on board Territory Sales Managers in several of our markets to better assist our members. Their goals were to also bring in new Alliance members to strengthen our buying group power. Together our team collectively signed on over 100 new members to our buying group and added over 2000 vendors to both current and new member accounts. We have also added new staff members to our customer service team and have implemented new training and processes so that we continue to deliver the best level of customer service to our members. We sponsored some great regional seminar meetings and dinners with our members in Chicago, Minneapolis, St. Louis, and Columbus. Our seminar presenter Scot Morris was a delight to have as a speaker and was very well received by our members. Look for details in the upcoming weeks about meetings and dinners in your area. In 2014, we plan to continue to enrich our Alliance Advantage Program and expand our program membership. Our program continues to provide benefits and services to help ECP’s grow and prosper. We have enjoyed working with our vendor program partners Marchon, Viva, Tura, Charmant, CooperVision, ABB Optical Group, and Lab partners to help bring success to our members and program. Together we all have made this a successful year. I personally want to thank all the Alliance members who submitted survey answers over the past few months. The response was very good and it gave us great feedback where to focus our efforts so that we will continue to bring you products and services to move forward. Keep your eyes open for new products and promotions coming your way in the next few weeks and throughout next year.

At The Alliance we know that our prosperity depends upon members like you and we hope your practice continues to thrive. In the spirit of the holiday season we say “Thank you” for your business and send sincerest wishes for you and everyone close to you a joyous holiday season and an exceptional New Year! On behalf of our entire organization we wish you a Happy Holiday Season! Kim Bratcher and The Alliance Staff!


Tura, Inc., the inventor of fashion eyewear and industry trendsetter for the past 75 years, expands its Humphrey’s Eyewear collection with the introduction of new women’s ophthalmic styles. The latest styles feature additional plastics and combination metals that are hip and colorful, yet still with petite sizing for adults. There are also several companion models in the collection. Humphrey’s targets the youthful consumer who is fashionable, confident, and appreciates individual style. This is exemplified by its current “Positively Different” ad campaign. The frames include European-influenced designs blending edgy details and bold hues, with a focus on high quality materials and components.

Member Spotlight: E2E Vision of Tyler, Texas


eet Eye 2 Eye Vision in Tyler, TX. E2E Vision is a modern, professional, full service optometric office. In October, we had the pleasure of visiting the practice and met with Office Manager Debra Miles ABOC, and Ashley Farnham, Contact Lens Specialist.

Debra has been in the optical industry for over 34 years and shared with us her passion for working with her patients. Debra’s optical experience and dedication is shown in the displayed organization within the office. We asked Debra if she had any issues with reconciling her Alliance statement, or if she used our customer service team for invoice retrieval. She told us that she did not call in to our team for copies of invoices, so we asked her, “How do you stay organized?” Debra showed us exactly how she stays organized, and we must say her system is top-notch.

Each month, Debra keeps three well-organized binders for her invoices: two frame binders, one labeled “A-L “ and the other “M-Z”, and one contact lens binder. Each binder can hold up to 3 months of invoices, and every time an order comes in she and Ashley will file the invoice/credit memo in the appropriate binder in alpha order and then by date. Debra said she created this system many years ago in another career after dealing with invoices that would get thrown into a basket or box. When her Alliance statement arrives, she simply pulls the binders and quickly reconciles her statement. On top of the organization of invoices, both Debra and Ashley also keep the back office dispensary and patient frame-tray areas very organized. After visiting with the team at Eye 2 Eye, you can tell that patient satisfaction and level of patient care is a top priority to them. Each time a patient arrives to pick up their new eyewear or contact lenses, Debra and Ashely provide their patients with an attractive take home bag with their new optical products and patient information. Eye 2 Eye is owned and operated by Mimi Le, OD and Dat Ly, OD. Dr. Le was born overseas and grew up in Houston, Texas for most of her life. She completed her undergraduate degree at Houston Baptist University, where she pursued double majors as a Bachelor of Sciences in Biology and Bachelor of Language Arts in Literature. Upon graduating, she went on to obtain a Doctor of Optometry degree from the Illinois College of Optometry. Dr. Le was trained in pediatric eye exams at the Illinois Eye Institute. She is one of only a few eye doctors in East Texas associated with the InfantSEE program. She also completed externship training at the Black Hills Eye Institute in South Dakota and at Little Rock U.S. Air Force Base in Arkansas. Dr. Ly was born in Vietnam and grew up in Austin, Texas and Sacramento, California. After obtaining a Bachelor of Sciences in Biology from the University of California, Irvine, he went on to obtain a Doctor of Optometry degree from the Illinois College of Optometry. Dr. Ly was trained at the Veterans Administration Hospitals at Huntington, West Virginia and Mountain Home, Tennessee. He also completed an externship at the U.S. Army War College at Carlisle, Pennsylvania. Dr. Ly currently serves as a Principal Investigator for numerous clinical contact lenses and solution studies for various manufacturers. He is a member of the American Optometry Association, the American Optometric Society, and the Texas Optometric Association. His interests include seeing pleasant patients, golfing, shooting, biking, reading, and spending time with his wonderful wife, Mimi Le, O.D. and two beautiful children. Their mission statement of “See things like you’ve never seen before” is so true in all aspects of the business.

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For every referral approved application, you receive a $100 gift card! And your friend will receive a gift card by adding 5 or more vendors to their account. For more information, contact The Alliance at 888.466.8263 **Credit application must meet Alliance credit criteria

The Alliance • • 888.466.8263



reated for both men and women, the innovative eyewear designs and superior craftsmanship choes the brand’s philosophy, “Just the Product”. Channeling authentic aviator frames with their iconic straight cut lenses. G-Star eyewear embraces the original form by adding an innovative look to this straight cut concept.



The brands passion for craftsmanship and industrial approach is also translated into the use of visible construction details. These include exposed screws and industrial stamping of style code on outside of the temple. Keeping with the brands apparel roots, iconic G-Star colors and style names are referenced throughout the eyewear collection. | 800.645.1300



For more information, contact Marchon Eyewear | 800.645.1300



he Fall and Winter Collection Rendez-vous by Lafont exudes a coy, flirtatious feel, fitting for the Parisian brand. Three distinct themes are evident for 2013 - mod, animal prints, and lattice details. Two distinct styles pay homage to Paris in the 50’s. MAGNOLIA and MELISSE have detailed milled work on both temples and frame fronts. The alluring shapes with two-toned mod effects and engravings have distinct mid-century appeal. Lafont continues to be spot on when it comes to wildlife inspired prints and details. Proving to be wild at heart, Chief Designer Thomas Lafont brings two new animal prints to metal. Designs MADELEINE and MAYFAIR are both worked with a new technique that enables the design studio to express the same passion and detail as signature Lafont acetate frames. The result - leopard and zebra prints are recolored in reds, blues and unexpected bright accents. The mix of patterns and texture, with the addition of vibrant colors, and detailed openwork adds a new flavor to the collection.




Lattice details and geometric shapes bring clean architectural lines to the collection in MALICE and MARILOU. Although architectural in look, the designs exude feminine upsweeps and rounded curve appeal. Paired with exclusive Lafont colors, the new additions are guaranteed eye catching. | 888.290.4479

LineArt CHARMANT’s “Opera” Wins 2013 GOOD DESIGN AWARD Charmant Group announced today they have received the prestigious GOOD DESIGN AWARD 2013 from the Japan Institute of Design Promotion. The award was presented to Charmant for superior frame design of the latest addition to LineArt CHARMANT: the Opera collection, XL2040 and XL2041; and for Charmant’s innovative Excellence Titan material, their proprietary material used in LineArt frames. Opera’s elegant profile is an exquisitely designed structure featuring delicately shimmering waved lines. The slender lines are made of Excellence Titan and joined using a highly innovative laser microwelding technique. Excellence Titan is a light and highly flexible material developed and patented by Charmant Group; and the advanced laser micro-welding technology was co-developed by the company to achieve fine details on a frame. Opera is one of the collections in Charmant’s top-of-the-line signature brand LineArt CHARMANT, which was created to express sophistication and elegance through a light and airy feel. optical design and technology.

The advanced technology and materials used in the creation of LineArt frames allow extensive design possibilities and are influential in the future development of Five LineArt CHARMANT collections have been released to date: Opera, Rondo, Canon, Trio, and Quintet. While each collection features the hallmark frame profiles for which LineArt is known, Opera was selected for the GOOD DESIGN AWARD for its particularly intricate and beautiful design. Excellence Titan (US-patented) represents the next generation of eyewear and the latest results of Charmant Group’s ongoing and dedicated research and development efforts. It is a highly flexible material that provides unlimited design options and superior wearing comfort. Completely nickel-free, Excellence Titan has outstanding processability and special memory functions that help frames maintain their original shape. Excellence Titan offers amazing lightness with a gentle touch and minimum pressure; and it lends itself perfectly to the creation of contemporary, highly-detailed frames.

Charmant Group • 800.645.2121 •

XL 2040

XL 2041

Seraphin Launches New Lightweight Eyewear – Chic, Confident & Minimal Seraphin is proud to introduce the next level of neoclassical revival – the embodiment of retro style with an ultra modern twist. Projecting confidence and time-honored style, each style is a modern interpretation of vintage classic. Featuring an innovative new combination construction, each of the 5 new styles features a stainless steel core enveloped in luxuriously colored premium Italian acetate. This unique core acts almost like a skeleton, offering superior strength with lightweight durability and chic pops of color. The overall look and feel is something completely different, as each style exemplifies the spirit of time-honored fashion, infused with modern technology. Featured Styles: Berkley - Distinguished intellectual meets debonair prepster in Seraphin’s new break-out star, the Berkley. Whether you are hitting the books or hitting the streets, the Berkley offers a time-honored look with a sleek, modern twist. Featuring circular steel accents and an emphasized key hole bridge, the Berkley demonstrates individuality at its finest, strengthened by a unique matte to smooth fade finish. Sandburg - Inspired by traditional minimalism and designed with a taste for modern functionality, Seraphin introduces the Sandburg. Carrying the classic rectangular shape to the forefront of high fashion, the Sandburg’s sleek styling and lightweight sensibility offers a new definition of vintage inspired simplicity. Offered in faceted hues ranging from amber tortoise to blue fusion, the Sandburg presents traditional style with contemporary flair. Kelly - Smooth, swooping arches and soft, feminine curves combine with the stainless steel core to provide lightweight durability with ultra-feminine style. Highlighted with circular steel accents, the Kelly’s multidimensional coloration blends beautifully with the soft matte to smooth fade finish to exude a chic, sophisticated persona.

Sandburg, Berkley, & Kelly


Ogi Eyewear is excited to announce the addition of four new styles to enhance the revolutionary Evo-Tec Collection. This innovative collection initially debuted as a collection for the modern male, although it has now expanded to include three elegant styles designed for any woman who desires a sleek, sophisticated look with a striking edge. This uniquely modern collection offers a foretaste of future eyewear textiles using an innovative combination of TR-90 surgical plastic and ultem to create an exceptionally lightweight, yet durable frame that offers superior flexibility without sacrificing strength. The essence of handcrafted detail is presented in a fresh new context, as each frame is hand colored with an Ogi-exclusive coloring process, evoking a sense of unique distinction with an unprecedented aesthetic. Inventive nose pads compliment the innovative combination construction to present each style with unparalleled versatility, solidifying the Evo-Tec Collection’s position on the forefront of high fashion eyewear. For more information, contact Ogi Eyewear at 888.560.1060 or visit

Evo-Tec 4806

IN THE SPOTLIGHT: New Styles for Women Intriguing angles combine with feminine curves to extend the distinguished persona of Evo-Tec Collection into the feminine realm of high fashion eyewear with the debut of the 4805, 4506 and the 4807, perfect for the female entrepreneur or the sophisticated mom on the go.


Marciano FW13 GU 201 POP Layout.indd 1

The MARCIANO optical collection takes its sophisticated signature style and updates it with colorful modern details for Fall 2013. Dramatic cat-eye 7/17/13 4:12 PM and ladylike silhouettes exude elegance and femininity. Featuring metal and acetate frames, transparent temple tips and retro-inspired designs, the MARCIANO woman is framed perfectly for every occasion. The GM 201 offers rich jewel tone horn colorations in teal, purple, brown, and black throughout the retro rectangular shape. Acetate fronts, double plated metal temples, and acetate temple tips complete this retro-inspired look. • 800.345.8482

Ways to Eliminate Workplace Negativity

Hedley Lawson, Contributing Editor | Managing Partner | Aligned Growth Partners, LLC


egativity can be one of the most destructive forces that can impact an Eye Care Practice. Allowed to germinate and spread, it affects morale, teamwork and initiative and, in the end, your patients.

3. Offer Ample and Appropriate Recognition. Focus on the small successes as well as the large, and keep the praise and any critiques well separated. Don’t expect to change attitudes overnight. Positive perceptions are built over time.

Human Resource publisher B21 conducted a poll of the effect of negativity on 150 employers. Nearly half called it a “significant problem.”

4. Counsel the Complainers about the effect they’re having. Often employees with a negative attitude don’t realize how much their behavior influences others. Once they find out, they moderate their attitudes.

So why does workplace negativity develop? A study by international consulting firm Towers Perrin and behavioral researchers Gang & Gang, found these five reasons: 1. Excessive workload 2. Concerns about management ability 3. Worry about job and retirement security 4. Lack of challenge or boredom on the job 5. Perceived lack of recognition, both in pay and in other forms Some of these are immediately addressable; others require longterm solutions beyond the immediate resolution of an ECP owner or manager. Suggested ways to defuse negativity on a day-to-day basis include the following:

Using this information as a possible “call to action,” do plan act immediately and appropriately when workplace negativity surfaces in your practice. You and the rest of your team will be glad you did.

Hedley Lawson, Contributing Editor Hedley Lawson is Managing Partner of Aligned Growth Partners, LLC, advisors to boards of directors and management. He has decades of experience working in the optical industry and is a highly acclaimed senior global business and human resources executive, author and speaker. Hedley’s work as a business executive has been acclaimed by Fortune Magazine and Business Week. A frequent public speaker, Hedley has delivered over eighty key note speeches and seminars in the optical industry, to trade conventions, annual business and leadership meetings, and university business schools.

1. Practice Positive Management: How you look at things will dictate how your staff sees them. While being realistic, point out the positive in all situations. And remember to save any critical comments for a separate, private occasion. 2. Immediately Address Negativity. It will become stronger unless you acknowledge it exists and ask for ways to make things better. Be prepared to respond honestly to any suggestions you receive. While you may not win over a chronic complainer, others will appreciate your willingness to listen and provide answers.

FACEBOOK Spotlight Christenson Vision Care

Hedley Lawson 707-217-0979

“Since we have started having Jenna as our consultant, we have a greater viewing audience on our social media page – not only with our patients … more importantly, their friends. Word of mouth is the biggest advantage you have over others!” Michael Bowman, Practice Coordinator at Christenson Vision Care

Your patients expect to see you on Facebook. Let us help establish your online presence. • • • • •

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Call Jenna at 888.466.8263 ext. 9206 for more information

Fall Collection 2013


mporio Armani is the pioneering line launched by Giorgio Armani in 1981, aimed at the young. The name suggests its revolutionary character, as the term Emporio (Emporium) suggests a type of democratic fashion.

with its characteristic eagle, has become a symbol of belonging for its many young fans around the world. Over the years the collection has evolved and grown and today Emporio Armani is very much its own line, running in parallel to the main line, evoking a dynamic and uninhibited spirit. There are recurrent features such as casual style and aesthetic elegance, which are reworked season after season using a lively, metropolitan language. Emporio Armani expresses vitality and a carefree attitude, and possesses a particular allure and a special graciousness.

Even the communication strategy for Emporio has always been unusual and groundbreaking: for many years there was an inspirational largeformat magazine for the brand, and there is an enormous, seasonally renewed mural in the centre of Milan promoting the latest collection – a giant billboard which led the way for fashion houses to adopt this kind of on-street promotion.

This is a collection rich in ideas, always suggesting new ways of dressing to reflect the lifestyle of today’s youth. The collection includes a complete line of eyewear, watches and jewellery designed for the dynamic lifestyle of the youths of today.

From the start, Emporio Armani was a fashion phenomenon, and the logo,

EA 3013

Male optical plastic styles characterized by contrasting rubber stripes

EA 3019

Man rectangular optical plastic style with a peculiar speckled surface.

OTTICA IS DELIGHTED TO PRESENT THE NEW EMPORIO ARMANI COLLECTION applied on both temples matching the color of the internal side of the frame.



EA 3018

R LOCAL EMPORIO ARMANI BUSINESS CONSULTANT. Extremely thin and flexible man optical style obtained by the injection of a light plastic material, with rubber temple tips.

Extremely thin and flexible man optical style obtained by the injection of a light plastic material, with rubber temple tips.


EA 3015

Glamorous feminine optical style characterized by a peculiar raised milled bar with contrasting colors.

EA 3016

A feminine optical plastic style with an iconic hinge taking inspiration from Emporio Armani accessories.

EA 4014

Male sun plastic styles characterized by contrasting rubber stripes applied on both temples, matching the color of the internal side of the frame.

EA 2012

A metal squared man style characterized by a fashionable shape and trendy colors declined both on frames and on lenses.

EA 2010

A classic metal pilot shape enriched by two elliptical metal plaque, applied on the temples and on the top side of the left rim, with the Emporio Armani eagle laser engraved .

EA 2013

A metal semi-rimless man style characterized by a fashionable shape and trendy colors declined both on frames and on lenses.

EA 2011

A classic metal rectangular shape enriched by two elliptical metal plaque, applied on the temples and on the top side of the left rim, with the Emporio Armani eagle laser engraved.

EA 4019

Man squared sun plastic style with a peculiar speckled surface. The style is completed by a rubber string covered with a metal mesh.

EA 4016

Glamorous feminine sun style characterized by a peculiar raised milled bar with contrasting colors.

EA 4018

A feminine sun plastic style with an iconic hinge taking inspiration from Emporio Armani accessories.


A CAPSULE COLLECTION OF ROCK-CHIC SUNGLASSES The bold and celebrated spirit of Carrera meets the glamour and fashion style of Jimmy Choo creating a high octane collection of sunglasses for eye-catching effect. Carrera’s latest best-seller, the Carrera 6000, with its unique shaped temples and timeless silhouette is dressed by Jimmy Choo in five stand-out finishes. Alluring colors and captivating designs are made possible by manufacturing techniques of Optyl, Safilo registered trademark, using a high-performance material which is ultra-lightweight, strong and hypoallergenic. A thin silk sheet inserted inside the frame enhances the premium effect of the new sunglasses, boosted by the finish of the metal logo on the temple. The Carrera by Jimmy Choo collection embraces Jimmy Choo signatures such as black/ gold leopard print, black, dark gold and nude glitter. For the ultimate luxury statement, the leopard print model comes in a limited edition with real gold lenses. The five styles represent the perfect union of Carrera’s expertise in eyewear and living life in the fast lane and Jimmy Choo’s feminine, powerful and glamorous design aesthetic resulting in a collection of cool, rock chic eyewear.



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We have the tools for your success 6 Ways WebSystem3 Connects You to Your Patients 1. Communications with all your patients are custom branded to you and can be text, voice or email. 2. Appointment Reminders sent automatically at intervals you select. Patients can confirm appointments and complete patient forms in advance. 3. Recall System reads actual recall dates from your practice management software and sends up to three recall notices to patients due for reexamination. 4. Text Messaging makes it easy to text appointment confirmations and last-minute openings. 5. Thank-You Emails linked to patient satisfaction surveys sent immediately after your patients leave the office. 6. Software synchronizes throughout the day with the majority of practice-management software systems. No need to enter information twice and actual appointment availability is updated.

See how WebSystem3 can help manage your business Imagine a software program that can help streamline your communication with your patients. Envision a process where the day after an appointment, each of your patients receive a thank-you letter and a patient survey. The input could provide invaluable patient feedback.

“I believe WebSystem3 is an excellent addition to a practice management system. The software has a number of options that can be very beneficial to a practice and help distance you from the rest of the field.”

What if you could automatically send your patients a newsletter or inform them of free vision screenings? That would give you an effective and consistent way to communicate with them.

Thanks to Websystem3, ECPs can get all of these benefits, – Dr. Lowell H. Lebovitz and much, much more. Websystem3 is the only patientcommunication system designed exclusively for today’s ECP. The costeffective, easy-to-use, and virtually automatic patient-communication tool can help you increase your patient retention, generate new patient referrals and maximize the profitability of your practice.

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Member Spotlight: Blacksburg Eye in Blacksburg, Virginia

hriving optometric practice and happy Alliance member since 2009, Blacksburg Eye Associates, led by Dr. John Dovie, draws a large part of their business from nearby Virginia Tech. According to Sarah Dovie, Dr. Dovie’s wife and the office’s insurance and “muckety-muck” specialist, VT professionals really like the ProDesign frames they carry in the office. Sarah went on to praise the ProDesign reps claiming they are awesome in the way they make regular, frequent trips to the office exhibiting the newest frames, assisting with inventory management, and aiding in top-notch customer service. Blacksburg Eye lauds their Alliance BG team as well. The Alliance also makes customer service a top priority for their members, so that they, in turn, can give exceptional service to their patients. When Blacksburg joined the Alliance, the transition was smooth and easy. The “Add a Vendor” gift card promotion that was offered at the time was an added benefit, too! The Alliance often offers promotions and the occasional rebate that allow for extra savings. All of these savings help make Blacksburg Eye’s community outreach programs easier. In the tradition of Toms Shoes, Blacksburg Eye has joined the Optometry Giving Sight’s “Seeing Eye to Eye” program. Just like Toms, they donate a pair of glasses to someone in need for every pair of glasses sold from their office! That’s just the beginning of their community service. Dr. Dovie still practices his Boy Scout values in adulthood. Visit their website at to learn more about their philanthropy.

Riva & Lela Elegant designs seamlessly integrating contrasting colors and textures are a hallmark of the Badgley Mischka brand. Riva and Lela, the latest additions to the Badgley Mischka eyewear collection, feature a unique combination of colors, eyeshapes and embellishments to create eyewear perfect for the modern, couture woman. Riva features an angular geometric eyeshape, softened by a clear crystal front for a sleek and contemporary look. The combination of a translucent crystal acetate front with feathered horn acetate temples in contrasting colors evokes different textures to create a bold look. With beautiful acetate colors of black over ivory horn and rich cabernet, Lela is sure to please. Lela features a teacup eyeshape and curved endpiece leading to a three-dimensional casted embellishment. The coloring continues on delicate thin temples, highlighting the jeweled temple piece with filigree texture and stones for an antique look, inspired by the hand-cut petals on a Badgley Mischka gown.

THE MCGEE GROUP | 800.966.2020

Silhouette Titan Harmony Those who love clean lines, who accept nothing less than the best and who value individuality and style, will see the perfect balance in Titan Harmony. A harmony of high-tech materials with an unparalleled love for detail. Expressive, refined, and chic. While the style looks minimalistic, the design is quite detailed: Designer, Angela Strecker composed the temples in two steps. With High-Tech Titanium, she designed a structured channel perfectly sized for the SPX inlay. Positioned by hand, the SPX element is firmly embedded in the flexible temple, which is worked precisely down to a hundredth of a millimeter. The hinge is tone on tone, coordinating with the soft touch temple ends, and the metallic caps are ion-plated, and colored. They have a beautiful ergonomic shape and ensure smooth gliding. The color palette ranges from classic to vibrant tones. From the optimal functionality down to the most minute details, Titan Harmony breaks boundaries with its innovative design. It is the quintessential reflection of Silhouette’s high standards of technology and craftsmanship that contracts a high-tech titanium luster, with a silky, matte decorative element. This contrast is complimented by the structural shape of soft-touch temple tips. A variety of the architecture inspired color blocking and eight lens shapes, shows that each component of the Titan Harmony Collection offers a variety of individual design possibilities; classic and timeliness, modern and feminine, or strikingly masculine.


Member Spotlight: Moore & McGlynn Eye Care in Newtown, CT Member - Moore & McGlynn Eye Care Who – Amy Holcomb, CPO, Optician Where - Newtown, CT Moore & McGlynn Eye Care has been providing high quality eye care and eye wear to Newtown, Connecticut and the surrounding communities for over 30 years! Their highly rated patient reviews attest to the quality eye care they provide to their patients. “Dr. Moore and all of his staff are great. I don't think I've ever had to wait in his waiting room for more than a minute which is a HUGE plus for me. Excellent follow-up on orders and questions,” patient review from Top Frame Vendors billing through the Alliance: Safilo and Luxottica Top Selling Lines: Ray – Ban, Juicy Couture, Kate Spade: “We can’t keep Kate Spade on the board, people love them!” Why do these lines sell so well for you? “Customers love the style and fit,” says Amy Holcomb, an optician with over 15 years of experience in the eye care industry, “they fill a lot of the requirements of what our customer base is looking for like quality hinges and durable frames. “ What makes your practice stand out? “Our practice is like a family,” says Amy, “customers bring in baked goods, wedding pictures, pictures of their kids…all kinds of things. We are a small community and especially after the Sandy Hook incident we were all brought closer together. We have all helped each other grieve.” Dr. Roger Moore and Dr. Kelly McGlynn are both members of the AOA, the Connecticut Association of Optometrists and the Chamber of Commerce in Newtown, CT. Mod. 33560


ESE’S JAGUAR EYEWEAR ANNOUNCES FALL RELEASE Eastern States Eyewear has announced the release of Jaguar Eyewear’s fall optical collection. The new introduction encompasses Jaguar’s classic collection and the youthful Jaguar Spirit and Performance subcollections as well. Three metal styles have been added to Jaguar’s classic collection, one constructed of Pure Titanium. Each features Jaguar’s penchant for outstanding, subtle detailing. All feature layered metalwork on their temples to allow for added color shading while providing a three dimensional appearance. Jaguar also makes sure to take care of men who need wider fits – the Jaguar 33068 features a 60mm eye size with a modern double bridge design and a two toned color scheme while the other two both sport 57mm eyes. In addition, Jaguar looks after their more youthful customers with three new models in Jaguar Spirit and Performance. Two plastic and one stainless steel model provide sporty, progressive shapes while adhering to the same quality standards as the core collection. A wide variety of modern color accents are apparent in each model including Rust, Red, and Navy. As with all Jaguar frames these styles are produced by the German based Ferdinand Menrad GMBH.

For more information please contact Eastern States Eyewear at (800) 645-3710 or find them on the web at

Promoting Your ECP as an “Employer of Choice Hedley Lawson, Contributing Editor | Managing Partner | Aligned Growth Partners, LLC


t has become common practice for companies that are market leaders in their respective communities and industries to promote and brand their practice as an “Employer of Choice.”

Growth and opportunity: Are training, personal and professional development, and education valued? Do all employees have an opportunity to learn and grow? Does your practice offer and encourage career growth?

For those of you in the optical industry that have a goal to brand your practice as an Employer of Choice, there is a basic reality that must be well understood before embarking on such a program: Promoting your practice as an Employer of Choice to your employees will not work if your own employees do not believe it.

Compensation and benefits: Are people paid fairly and recognized for the work they do and the contributions they make? How well tailored to the needs and interests of the employees are non-cash compensation, and recognition and benefit programs?

Making a difference: Does the company facilitate opportunities for employees to volunteer their time and expertise to improve life for others--in the local community, around the country, around the world?

As with all program planning, there is a very basic step in determining if you would be successful in embarking on the goal of becoming an Employer of Choice. Your first step should be to determine whether your employees choose to work for your practice or, if given the opportunity, they would change jobs to work for another ECP. When employees have the required education, skills and training, they will make conscious choices about their employment, including whether to stay with your ECP or where to apply if they elect to leave. Eight criteria used by the majority of respondents to a survey on the subject of becoming an Employer of Choice surfaced, and the following serves as guidance to many employers like you who embark on becoming an Employer of Choice: •

Your Practice: Is your ECP financially strong, respected and focused on the future?

The culture: Are employees empowered, engaged, accountable? Do they look forward to coming to work because of the relationships with one another and with you?

Enlightened leadership: Are you and your management accessible, communicative and sensitive to internal and external factors influencing the success of your practice? Do your employees ‘get it’?

Care of people: Is work/life balance valued? Are employees encouraged to take care of themselves (wellness) and their families? Do policies regarding where, when and how people work emphasize collegiality and flexibility?

Meaningful work: Do all employees feel that their work for your ECP and it’s patients is important? Do they receive recognition for the difference they make in the lives of others?

With these key factors in mind, take a moment and do your homework before you embark on the lofty goal of becoming an Employer of Choice. Employee meetings will help you evaluate your readiness and suitability for such recognition. Listen carefully for areas in which employees feel your practice can improve, and have a willingness to fully address those issues and challenges. As other Employers of Choice have found, employees that are more satisfied and choose to stay with your practice will deliver high performance and satisfaction for you and your patients.

Hedley Lawson, Contributing Editor Hedley Lawson is Managing Partner of Aligned Growth Partners, LLC, advisors to boards of directors and management. He has decades of experience working in the optical industry and is a highly acclaimed senior global business and human resources executive, author and speaker. Hedley’s work as a business executive has been acclaimed by Fortune Magazine and Business Week. A frequent public speaker, Hedley has delivered over eighty key note speeches and seminars in the optical industry, to trade conventions, annual business and leadership meetings, and university business schools.

Hedley Lawson 707-217-0979

Introducing a new collection... Sperry Top-Sider, in partnership with L’Amy America, will launch an eyewear line for Fall 2013. The eyewear collection, offered in a wide range of rich colors with artisan details, is inspired by the authentic American style of Sperry Top-Sider - the brand that gave the world its first boat shoe when company founder Paul Sperry invented the style back in 1935. Iconic details from Sperry Top-Sider’s footwear collection have been tastefully integrated into the eyewear designs – including signature grommets, skip lacing and the wave-siping pattern. Anchors and leather integration have also been used throughout the collection, combining vibrant color combinations and superior craftsmanship to create timeless yet modern styles.

800.243.6350 • WWW.LAMYAMERICA.COM

The John Varvatos Eyewear mid-year release evokes feelings of worn records, hot nights, and vintage cool. Texture takes hold and sleek silhouettes reign supreme. A perfect extension of the rock-influenced vision for cutting edge design and artisanal craftsmanship, the latest eyewear offering is refinement with edge.

WWW.REMEYEWEAR.COM | 800.423.3023


Competing With The Internet Optical


egardless of what part of the world you are from the internet has changed everything. It is a source of information (some even true) that most consumers access a few dozen times a day. Due to that access it has also become the world’s largest retail store. With a simple website and merchant portal anyone can sell anything to anyone on the planet with a phone, tablet, or computer. Maybe you have even bought something on the internet. If you have, ask yourself why. Was it for a greater selection? Better price? More convenient? Ever do your shopping online to look at your options, what a value would be, and then go buy it in a physical store anyway? Are there just things you would never buy online such as a car, shoes or a tailored suit? Why not? Too individual, right? I mean how well could an online portal actually know… Now let’s circle back to eye care. There are a few undeniable truths. Online contact lens portals are here to stay. In the 90’s this business model grew very quickly but within just a few years its’ market share has stabilized. It had such rapid growth largely because both the market and the industry commoditized contact lenses. After all, the devices had a limited set or parameters that were easy to duplicate and mass produce and distribute.

Scot Morris | Morris Education & Consulting Associates purchasing the frames while they are in your store. Discuss the over 17 parameters (see table 1) that allow lens customization that online simply cannot provide. If we don’t discuss what separates our product from the one online then all things are equal in the consumer’s eyes and they will choose the least expensive. Only by making the consumers understand and feel the need to purchase a visual solution from us can we compete. Turn the tables. Once we have sold the lenses then we can compete against them on convenience. Since they are already at your store why would you want to go somewhere else to buy the frame? If we succumb to the request of, “can I have my prescription,” without a fight or at least a conversation about how you and only you can produce the vision solution individualized to their needs. Be part of the solution and fight to keep your consumer’s business.

Individualization Prescription • Sphere power • Cylinder power • Cylinder axis • Monocular PD • Add power • Prism

Similarly, the online spectacle market has grown at a rapid pace during its infancy stage but its market share is starting to stabilize. People still shop online to look at the options: choose color, shape and style, and maybe even compare prices to get a compass reading on what the value proposition is. However, most people stop there. They still need to feel, touch, and see how the frame actually looks on them. Ahhh, the individualization part! Now granted, for many tech savvy folks, there is still the allure of online convenience.

Lens • Base curve • Anti-glare • Material • Lens design • Reference Point (MRP) • Optical Center • Tint or polarization • Photochromic • Eye rotation

How do we as eye care providers compete? We customize. It starts in the exam room with the providers. Simply, if you feel online is an issue in your business the first person to point the finger at is the person you see in the mirror every day. We have to promote individualized solutions to each and every consumer. We compete with online, by heralding the customization of the lenses to their individual needs and the convenience of

Frame • Wrap • Head tilt

Darling, Dancing, Zany

The kensie family of eyewear presents a collection that is a blend of young and growing up too fast. Whether she’s lip syncing to the latest tunes, laughing till past midnight with her besties at a sleepover, or making her own style and changing it next week, the kensie girl always looks great making the world her oyster. Emerging fashionistas will dig the confidence they feel matching outfits to a new kensie girl collection featuring splashy signature colors, temples with personality, and a range of styles to match any face. | 800.627.2898

Revolution Eyewear Launches Robert Graham Eyewear Robert Graham is pleased to announce a new partnership with Revolution Eyewear. This deal marks the entrance of eyewear to round out the men’s product range of Robert Graham, including sportswear, premium denim, furnishings, accessories, and outerwear. “We are thrilled to partner with Revolution Eyewear and further extend our product offering within the world of Robert Graham,” said Michael Buckley, Chief Executive Officer of Robert Graham. “Their attention to detail is unparalleled, and together we will create product that is distinctively unique in the marketplace.” "I couldn't be more excited." said Gary Martin, President/CEO of Revolution Eyewear Inc. "I believe Robert Graham and Revolution will create a collection of eyewear that will resonate globally.


For more information, call Revolution at 800.986.0010

We love bringing different, incredibly creative ideas into the optical marketplace as we have done time after time. Our history of creating high quality products with creative flair is what I am most proud of. The American Eclectic vibe and the majesty of the Robert Graham Brand, leads me to believe that we are setting out on a mission to create a classic collection that will become a staple in every optical retailer operating today! We are celebrating our 20th Anniversary in 2013, and couldn't be more proud to add Robert Graham to our brand portfolio.” Robert Graham eyewear will offer high quality craftsmanship and sophisticated silhouettes, along with integrating iconic fabric and trim designs to reflect the essential characteristics of the brand’s American Eclectic spirit.



alue eyewear leader, Modern Optical International, introduces 6 new styles to its Genevieve Boutique Collection for Fall/Winter 2013. This eclectic women’s collection combines upbeat colors and patterns to create a look that is ultra feminine, fashion-friendly and effortlessly elegant. Each new style reflects today’s fashion trends with eye-catching designs that women will love to pair with their fall wardrobes. Models featured are Attempt, Flourish, Infusion, Jubilant, Magnetic and Riveting. Attempt is a chic rectangular silhouette distinguished by its beautiful fusion of autumnal hues. With double laminate handmade zyl fronts and metal temples, this style includes spring hinges and is available in size 52-15-130 and colors brown/teal, demi/plum and demi rose.

Flourish reflects the emerging oversized trend. With a tasteful metal accent on the temple corner and spring hinges, Flourish is available in size 55-17-135 and colors black/crystal, mocha/crystal and plum/crystal. Jubilant combines zyl, TR90 and metal to create a unique design for the confident woman. Using a metal detailing to adjoin the rectangular front and complementary temples, this style is available in size 54-17-135 and colors black, burgundy and tortoise. Magnetic is the epitome of sophisticated charm with its retro fronts and cheetahpatterned temples. This handmade zyl design, with metal trim and spring hinges, is available in size 52-17-140 and colors black, brown and tortoise.

For more information, contact Modern Optical at 800.323.2409 or visit





Aspex Eyewear Launches Its Exclusive Collection With Leading Premium Car Brand


spex Eyewear, one of North America's leading eyewear manufacturers has announced it’s exclusive optical and sunwear collection with BMW Group. The highly anticipated collection was introduced at the 2013 Vision Expo West conference, in Las Vegas. The BMW eyewear collection includes twelve optical styles and twelve sunwear models. The custom-made designs are assembled from the highest quality materials on the market; including a combination of titanium, acetate, stainless steel, carbon fiber, and NXT. Designed with style and function, the precious frames offer polarized spectacle lenses with integrated spring hinges, providing additional flexibility and extraordinary durability to the frame. The BMW eyewear collection is synonymous with Aspex, delivering most importantly the performance and style that are expected from the company. Each frame in the collection features the BMW

logo, laser-engraved discreetly on the end of the temple tips. The frames are classic in design with clean lines and range in an assortment of frame shapes including everything from chic shield fronts and retro aviators to bold wrap-arounds and stylish wayfarers. The colors offered are stylishly refined, including steel black, rich navy blue, tortoise shell, pewter, and double lamination plastic. This licensing agreement is the first for BMW and allows Aspex to offer eyewear with the BMW brand to markets in North America, Central America, South America and the Caribbean.

Aspex Eyewear Group 800.277.3979



Following in the fashionable footsteps of the Adrienne Vittadini collection, AV Studio reinvents accessible luxury with a young, sexy edge. Adventurous designs, fun colors and textures and flirty styling provide a sassy new take on modern refinement…at a lower price point. The AV Studio Eyewear Collection will launch with 18 ophthalmic and 8 sun wear styles, designed for chic young women, 20-35.



| 1-877-88-MATCH |

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Transitions and the swirl are registered trademarks and Chromea7, Transitions Signature and Life well lit are trademarks of Transitions Optical, Inc. ©2013 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure and lens material.

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