As a people-pleaser, it has always been important that my colleagues trust me to do my job competently and on time.   While being a people-pleaser certainly has its downsides, instilling trust among colleagues does not.   Gaining trust in your workplace means that people are more likely to enjoy working with you, they’ll bring up your name for new projects (and potentially stretch opportunities), you’re less likely to be micro-managed, and when you do inevitably make a mistake, they’re more likely to give you grace because they know this mistake is the exception rather than the rule. Here are some steps you can take to garner trust among colleagues: Transparency : Keep your project manager (and any other associates who need to know) in the loop. Especially on projects with a quick turnaround, send your project manager messages to advise when you’ve hit key milestones and/or copy them on emails so they know where the work stands.   Ask Questions : Make sure you have a comprehensive understanding of your role, which means asking clarifying questions – right at the start – to ensure nothing falls through the cracks. Asking smart questions can also reassure colleagues/project managers because it shows your investment in the work and comprehension of the bigger picture. Hit Your Deadlines : It may seem obvious, but simply submitting your work before or by the deadline will do wonders for your reputation. Project managers love working with deadline-hitting people because it means they have one less person to follow up with/hassle to get the project across the finish line. Ask for Feedback : There will always be times when the product you deliver doesn’t align with the project manager’s vision, so ask for feedback and guidance on what they’re looking for so that you can deliver that in the future. Managers will often have templates or certain styles that they prefer, so if you can familiarize yourself with their preferences, you will be better equipped to collaborate with them going forward. Additionally, requesting feedback demonstrates your investment in delivering a valuable product, and project managers will notice if you’re taking steps to improve. Being open to input without taking the direction personally also makes it easy for the manager to imagine future collaborations with ease. Ultimately, your colleagues want to work with reliable people who are invested in delivering the best possible product. By consistently showing your commitment and enthusiasm for collaborated work, you will set yourself and your team up for success. Written by Christina Burns

If I stepped back into my life as a 26 year old new optician, with zero background in optometry, besides the fact that I wore glasses, I would never in a million years imagine that I would be where I am today. My cozy desk in a window of the optical lab was where I learned everything I know about optics, and the practice I took a job in from a random Craigslist ad, was my home away from home. I jumped into opticianry in 2012 after packing up my life in Virginia, leaving everything I knew behind. A girl raised on 10 acres in the countryside, city living was something I had never experienced. As I loaded my mom’s truck with all of my things and headed down the highway to North Carolina, I was nervous and excited for what was to come. Little did I know that the city I was moving to, and the job I was taking, in an industry I knew nothing about, was going to turn out to be one of the best decisions of my life. After four years in the practice, gaining experience in every position, I decided to open up my own business in eye care. I launched a company called The Herbal Spectacle, LLC, where I sold eco-friendly eyewear and herbal medicine geared towards eye health and overall wellness. I did this part-time alongside my job, and right as I was getting ready to leave the practice to focus on this full-time, I got a call from a consultant friend in the industry. He told me that there was an opportunity on the vendor side of our industry outside of typical optometry work. The position was in sales at a technology company that I was already familiar with: GPN Technologies, the makers of EDGEPro, the software I had used for years and knew like the back of my hand. As I pondered what to do, as I’m an entrepreneur at heart, I knew this was the right time for change and I interviewed for the position. After joining GPN in 2016, I switched gears in my mindset and enhanced how I looked at and thought about business. I started in sales at the company, and during my first year I became a sponge, soaking up every ounce of knowledge I could about our business, our clients and the industry as a whole — I wanted to know it all… What made doctors tick?  What were their pain points? And how could we as a company support them to reach their goals? I listened, took notes, and spent countless hours practicing my sales demo and studying our product to ensure I could answer any question that was thrown my way. I became an expert at my craft and then started thinking about how we could go bigger and be even better with how we served our customers. I was promoted out of sales and into Customer Success in a management role, where I helped to establish processes and procedures to keep us organized so we could serve our clients and our company in the best way possible.  From there I moved into a Director role, then a VP role and then into my current position as the Chief Revenue Officer.  I’m the only female C-level executive in my company, and it’s my utter hope that by sharing key lessons from my journey, that every woman in our industry realizes that they have the potential to be where I am today.  So, what are the key takeaways from my experience? Get Out Of Your Own Way Half the time the biggest thing holding you back from advancement is YOU! The faster we realize that we have potential to be anything we want to be, the faster we can actually get there.  If you’re a hard worker, determined, detail-oriented, well spoken, and have a vision for your future, then you can make anything you desire happen.  Imposter syndrome is a real thing, and the faster you kick those limiting belief thoughts to the curb, the quicker you will achieve your goals.  Don’t let anyone cloud your mindset and let you think you aren’t worthy or capable of climbing the ladder — you are! You just need a plan to get there, and believing in yourself is the first step. Take Constructive Criticism Well — You Don’t Always Have The Answers In the beginning of my journey in corporate, I had a lot to learn.  I was naturally good at sales, but I needed to understand how to take my natural skillset further in order to be successful.  I needed support with presenting pricing the right way.  I needed guidance understanding relationships and how to work with different companies and their needs.  Naturally, when someone criticizes how we do things, we get defensive and want to justify why we did things a certain way, but if I got upset every time I was told how I could improve, I never would have advanced in my career. Instead, I swallowed my pride and learned from the pointers my leaders gave me. I learned how to push my desire to control everything to the side, so I could expand my knowledge and level up.  We don’t always have the answers, and listening to those who have gone before us will reward us graciously in the long run. Respectfully Speak Your Mind I’ve never been one to be shy or timid.  When I firmly believe in a process improvement plan or a career path for an employee or a sales strategy for the company, I respectfully speak my mind.  I stand strong for what I think is right for the advancement of the company, even if everyone doesn’t agree, and I passionately promote my thoughts with a well-researched background when I know I have a game-changing idea.  Not everyone may agree with your recommendations or concepts, but that doesn’t mean you should shy away from stating your ideas.  Be confident, be respectful, and show up as the authentic version of yourself always. Develop Leaders — You Won’t Rise If They Don’t Rise And last, but certainly not least, develop your team and learn when to let them fly. As a perfectionist, it was always hard to let job duties and tasks come off my plate.  It’s almost like I selfishly wanted to take credit for everything; but at the end of the day, you’re nothing without your team.  A strong, positive, and self confident team is the lifeblood of an organization.  Developing your leaders is not only crucial for their success, but it’s imperative for yours as well.  You can’t rise if you don’t have someone to take your place.  That being said, as you work with your employee leadership, come from a place of love — a place of authentically wanting to see them grow.  Don’t let your own growth agenda get in the way of showing up for them genuinely.  Building strong leaders is a way to leave a legacy at your company and it sets the company up for massive success in the future. I wouldn’t be where I am today without the support of others.  The journey from entry level to C-suite was a road with bumps and detours, but a beautiful drive nonetheless.  Leaders in our industry cheering me on, is one thing that has kept me going.  Expand your network, take a look at the mindset of the people you spend the most time with, and keep your eyes open for opportunities for growth. And lastly, remember, everything you’ve always wanted is one step outside of your comfort zone. Love & Light, Katie Lauver

What do Emma Watson, Cheryl Sandberg, Maya Angelou, and Michelle Obama have in common? Besides being strong, influential leaders, renowned in their respective fields, these women have all spoken publicly about imposter syndrome. In fact, 70% percent of professionals have admitted to feeling like an imposter, according to a study from The International Journal of Behavioral Science. “Imposter syndrome isn’t a disease, it’s a normal response to internalizing impossibly high standards. Doubting yourself doesn’t mean you’re going to fail. It usually means you’re facing a new challenge and are going to learn.” –Adam Grant. Here’s how it works: You’re assigned a new project at work. There’s a bit of anxiety and excitement. You over-prepare or get lost in research. You stress about the project and look for ways to procrastinate or avoid it until the very last minute. You’re a rockstar though and committed to your job (or you just like to pay for you housing and maybe some groceries) so you pull it off and make it work. Your boss/peers love it. You get a brief sense of accomplishment, praise. Peak adrenaline. Then the doubt hits. You find yourself thinking “ I must have got lucky this time,” or “ If my other coworker had done this project, it would have looked much better.”  You carry these thoughts over into your next project and the cycle continues. Real talk: This is not a new feeling to me. In fact, when I received my current position, my response was “ Are you sure?” There were candidates with more formal education, more qualifications, surely more deserving? My team is amazing, supportive, and encouraging and I now feel like I belong and deserve to be here, but there was a moment at the beginning where I felt like I wouldn’t hold up to my own impossibly ambitious standards or that every mistake while learning my job was just evidence that I would fail. It’s not often, but sometimes, this feeling comes creeping back in. Example: This article almost didn’t get written. I authored an article for Women’s History Month last year on female contributions to optics. I received outstanding feedback on the article, I spent a good amount of time researching and had a blast doing it. So, I volunteered to write this one as it’s a topic I am familiar with and have researched. Despite having a long timeline, I held off. What if it wasn’t as good as the last one? What if my research isn’t accurate and the topic doesn’t resonate? What if the last article’s success was just a fluke? What if I don’t do this topic justice? Suddenly, it’s the night before my deadline and I have pages of research and…nothing on paper. So, what do we do? Well—spoiler alert—this article did get written. I used Brené Brown’s advice: Give yourself permission to write a messy first draft: Just get something down. It can be disjointed, disorganized, and a disaster, but just put something on the page. Then go back and finesse. This advice always works for me because it eliminates the pressure I put on myself to be phenomenal. I sourced more ideas to combat imposter syndrome, from experts and other women in optics: Recognize and name the feeling- “ I am feeling anxious about this project because I care about it’s success.” Remember that you are not alone- TBH, being in a group with Michelle Obama, Emma Watson, Maya Angelou, and other accomplished women isn’t the worst club to be part of. Most people have moments of doubt, it’s normal. Conquer fears in the moment—Just jump in. Do something that scares you a little and use that to build confidence. Remember that feeling of success and accomplishment each time you feel like you can’t do something. Set realistic goals- Set yourself up for success. Break large tasks into manageable chunks and celebrate each small win—you deserve it! Visualize successful outcomes—Fast forward to when you’ve done the thing. Everyone is happy with your work, you’re proud, confident, and ready to conquer the world. Use that mental image to keep you going. Reimagine setbacks as learning opportunities—Thomas Edison said it best, “ I have not failed, I have just found 10,000 ways that don’t work.” Talking about it with others and sharing your own tips, experiences and strategies can help you recognize the signs and feel less alone. I debated about including my personal experience in this article because I wasn’t sure I was comfortable sharing it—See tip: Conquer fears in the moment and add a check mark for me today. In fact, 85% of women surveyed in a study by Harvard Business Review say they don’t talk about Imposter Syndrome for fear of looking weak. However, 75% of female executives in this same study admitted to having these feelings. It’s common, especially among high performing women and the more we can name it, share it, and discuss it, the less power we give to it and the more we can normalize it. I once talked about this very topic in a meeting with over twenty women. Every single one of us admitted to feeling this way at one point, and every single one of gave words of encouragement, support, and affirmations that we deserve the accolades, praise, and recognition. One thing to remember: If you’re invited to the table, you belong at the table. Feel free to borrow and adapt my mantra: “You have talent, you are capable, and you belong.” Repeat as needed. Written by: Nicole Joli

Since 1997, the OWA has set the standard in the optical industry by intentionally connecting, inspiring, and leading women in their professional and personal development. With a mindset of inclusion and acceptance, the OWA actively welcomes all women in optical to become members and to take part in the creation of, and participation in, our resources, events, and programs. We invite members to openly share their thoughts, opinions, and experiences. We encourage members to excel in their chosen way, and by actively welcoming and celebrating diversity and inclusion, we create space for growth and a richer experience for all. The OWA On Social Media Canvasing a diverse four social networks, the social media channels of the Optical Women’s Association are nearing 10,000 followers! We are very active and post multiple times per week on LinkedIn, Instagram, and Facebook, while YouTube is where we share our Food For Thought videos. LinkedIn Instagram Facebook YouTube OWA Connects Blog In 2022, the OWA launched the OWA Connects Blog as another way to share educational and inspirational articles with members and supporters. The articles are written by savvy female leaders and highlight trending topics that matter to you.(You are reading this on the OWA Connects blog right now). You do not have to be an OWA Member to subscribe to the blog, anyone can! Subscribe here… OWA Talks Podcast Each month brings a new guest along with insights and stories on trending topics that matter. The OWA Talks Podcast, created in 2020, is hosted by Sandra Mohr and Stephanie Espinosa. If you have not yet listed to an episode I would highly recommend it! Listen to the most recent episode on the OWA Talks Podcast homepage, or browse past episodes from 2022, 2021, 2020, or subscribe on these various channels: iTunes, Google Play, Buzzsprout, RSS Feed. Food For Thought Food for Thought was created to facilitate dialogue with our neighbors and to embrace and highlight the diversity of our OWA Members. Gathering together at the table promotes fellowship and provides a place of love and peace. Watch the videos of and get some great recipes! Read more and watch videos here… Membership Benefits The OWA is a diverse group and is proud to be made up of women that occupy a wide variety roles and responsibilities in the industry. The benefits of an OWA membership include but are not limited to the following: Membership Directory This annual directory of all of our members is available online, exclusively to our members. It’s an powerful and important resource that helps our members stay connected, and offers a tool for networking with others in the organization. Members can view the full directory or search for a member using a variety of field options. While you’re logged in, make sure to check your own profile and make sure it’s up to date! Annual Book Selection Each year, OWA members get to select one book from the curated book selections as part of their membership benefits. Personally, this is one of my favorite OWA member benefits each year because I get to see books that other leaders in the profession are reading and recommending. Often times one or more of the selections become part of the book group discussion called OWA Reads, where you can discuss and learn from key areas that others have gained. Check out the previous book offerings and be sure to keep an eye out for the email from the OWA announcing the 2023 selections! Events The OWA hosts a variety of networking events with leading women in the optical industry that provide a forum for the exchange of ideas and information among all levels of the industry. Some events are regional, while the largest events take place in New York and Las Vegas at each Vision Expo. Take advantage of getting to know your peers in the industry! View Upcoming Events or view photos from past events…. Fast Company Magazine Subscription All current OWA members receive a complimentary, one-year printed subscription (10-issues-per-year) to this full-color business magazine, reporting on topics including innovation, digital media, technology, change management, leadership, design and social responsibility. Fast Company is written for innovative pioneers such as yourself, who are transcending the boundaries of normal business conventions and shaping the business world. Read more… OWA Committees Become an OWA insider by joining a committee! Catch the spirit of volunteerism — it will pay big dividends!  Read more about each of the committees here. To express interest in a committee, update your profile and check the appropriate box(es) under Committee Interest. The 2023 OWA Committees are: Communications & Website Committee Connection & Enrichment Committee Digital Marketing Committee Events Committee Finance Committee Membership Committee Nominating Committee Professional Development Fund Committee Industry Recognition And Awards All members have the opportunity to be recognized and honored for making a significant impact for women in the optical industry. The OWA Awards are presented to individuals who exemplify a passion for promoting the role of women in our industry. The recipients are honored in New York City during Vision Expo East at the annual Champagne Breakfast and Star Awards Ceremony. These awards may include: Pleiades, Pyxis, Pinnacle, Visionary, Emerging Leader, and Lifetime Achievement Awards. Read more and view recipients… The Leadership Scholarship Awards provide a professional mentoring opportunity, reward those who have volunteered their time and efforts to help the OWA reach its goals, and to promote the founding principles of the organization: to connect, inspire, and lead future leaders. Read more and view recipients… Fireside Chats These bi-monthly events will allow members to gather, network, and grow, both personally and professionally, while also having some fun! We’re implementing feedback from our members in making these events a combination of the advisory groups, offering various topics in an open discussion format to allow for greater connection on a personal level. Fireside Chats provide an opportunity for new and experienced members to join a networking group that encompasses many interests. All OWA members are invited to join these ongoing Fireside Chats. View Upcoming Events… One-Minute Inspiration (OMI) One way that we accomplish on-demand mentoring is through our One-Minute Inspiration emails. These emails are delivered to OWA members twice per month and provide quick tips for professional growth and development. Read past OMI’s or learn more about contributing an OMI here… OWA Job board The OWA’s overall mission is to enhance and promote the leadership role of women in the optical industry, and the OWA Job Board does just that by connecting employers with potential job candidates. Members and sponsors may list open positions for free. Those who are not Members or Sponsors may also post on the OWA Job Board for a nominal fee. View jobs or learn more about posting a job here… Sponsorship and Contributor Opportunities Contributions to our Professional Development Fund will enable us to continue to achieve our goal to deliver meaningful services to Women of the Optical Industry and Profession. This Fund will allow us to provide more events and programs and additional resources for our members to help them reach their full career potential and keep this industry strong and growing. View sponsors and read more… The Individual Contributor program provides the opportunity for ANY individual to support the OWA and its mission of enhancing and promoting the leadership role of women in the optical industry through networking, education, and peer support. Your support will directly fund the new OWA Leadership Scholarship, an award granted to a board- nominated OWA member who has shown exemplary volunteer service in helping the OWA reach its goals. View sponsors and read more… With all of these great benefits, how could you not be a part of the OWA community! If you’re not yet a member, find out more here… What is your favorite part of the OWA? Let us know in the comments below! Written by: Carissa Dunphy

The term 'basic' has somehow become a staple in modern slang, often used to describe women who enjoy certain popular trends and activities. However, it's time to reevaluate this term and recognize that enjoying common pleasures should not be met with judgment or stereotypes. Let's delve into a light-hearted exploration of why being 'basic' isn't a negative trait and why we should ditch the term. Let’s get it out of the way: Pumpkin Spice Lattes. A simple google search of the ever-so-popular drink will at first, return an abundance of recipes to make the highly coveted 'little drink' at home. A slightly deeper dive, and you uncover a barrage of insulting memes and polarizing articles debating the stigma, shame, and social consequence of enjoying a flavor. Let that sink in…a flavor. Sadly, the internet doesn’t stop there as it seems that enjoying nearly any and all fall activities will land you with a scarlet “B” upon your chest. I for one say listen to the wise words of Donna Meagle and “treat yo self.” Another fan (or maybe foe, in this context) favorite: UGG's. Originally marketed to outdoorsy, adventure-loving men, this sheepskin boot was gladly adopted by the fashion elite and trickled into mainstream fashion throughout the 2010’s, gaining popularity primarily amongst young women. Together, let’s take a step back from our opinions and take in some facts. According to the Harvard Business Review, women drive the world economy, contributing $20 trillion in global annual consumer spending. And if that wasn’t enough, according to Forbes, women drive 70-80% of all consumer purchasing decisions. Back to UGG Boots: if one’s decision to purchase a warm, comfortable, but albeit popular shoe contributes to a shift in women’s global consumer impact, that doesn’t sound so basic to me. With much enthusiasm to loosen the 'basic' grip on this next one, I present: athleisure. There’s no doubt that the post-pandemic hybrid/WFH model has influenced a lean towards athleisure clothing, but that trend is not limited to women in leggings. Sites like Business Insider and GQ are flooded with athleisure articles ranging from the best men’s athleisure trends in 2024 to, you’ll never believe it, Lululemon for men (If anyone at Lululemon sees this: missed opportunity to call it the LululeMEN collection. You’re welcome.) Fashion, of all things, has long been a staple of self-expression. And while we all likely have our favorite shirt, trendy pair of pants, or that dress saved for a special occasion we also all likely have days where comfort and practicality are just more important than being 'on trend' — and on those days, athleisure for the win. I understand that even in my best attempts to de-bunk 'Basic', by simply acknowledging things are considered it, I’m kind of fueling the fire. My hope is that by continuing to call out the absurdity of mocking, labeling, or dismissing anyone based on such benign preferences, we realize that it undermines the ability to find common ground or revel in the shared enjoyment of popular trends. So, enjoy the coffee. Wear the shoe. Throw on a pair of leggings. Enjoy the day your way — and if your way is also the way of some others, I say you go make a friend about it. Written by Allie Glick

Keeping up with social media can be overwhelming. Knowing what works well for others can help to make things a little easier. The members of the OWA Digital Marketing Committee have come together to provide a bundle of their own tips that work for each of them. Cross-Promote Local! One of the untapped resources for opticals is utilizing other small businesses. In Socially Spexy we teach opticals how to successfully team up with other local companies to run a promotion that increases followers in their community.” –Kayla Ashlee, Founder, Spexy Post Consistently! Getting into the rhythm of gaining followers starts with posting regularly. Social media algorithms display posts that are newer and have more engagement; If you don’t post and get likes/comments regularly then you won’t be seen! You also can deter potential new followers and lose existing followers by not posting regularly. If you have trouble coming up with ideas you can download a social media planner. –Carissa Dunphy, Optician Now When posting to social media we tend to get tied up in posting only our products, shops, or brands but make sure you take some time once or twice a week to share something personal. By doing this you will humanize your content and allow your audience to feel more connected with you. Posting videos or photos will allow viewers to put a name with a face, show emotion or humor, and most importantly show us your why. Here are some posting ideas for stories or your feed to help you get started: Show us a behind the scenes look of your day! Snap a photo of your desk, show us what coffee you drink every day, or tell us about something that happened today! We all have real lives…what do you do on the weekend? Show it in your stories and start conversations with others about things that aren’t necessarily work related. Stay true to who you are & be passionate about your cause. Social media is the perfect place to use your voice to bring awareness to things you believe in! –Mikki Collins, Tom Davies Sales Consultant There’s a tip from human behavior specialist Colette Carlson, who I interviewed for an EB staff training article, that really resonated with me. Essentially, it’s that one platform doesn’t fit all. Of course, it creates more work, but knowing where your audience congregates, when they do so, and why they prefer a specific platform can make all the difference in creating valuable content. –Kerri Ann Raimo, EB managing editor + social media content manager Content is king: Make sure you have strong and relevant content for digital marketing / social media posts to continue to attract and engage your intended audience. Additionally, ensure that your message and branding are consistent across various social media platforms. Yes, you would want to adapt and customize your content to suit various social media platforms, but you still want your audience to instantly recognize your brand no matter where they see it. How much is too much? Be mindful of the frequency at which you release your content and keep it regular. There is a sweet spot between under and overexposure — you want to maintain a balance where people are eagerly waiting for your information and to connect with your brand, but not oversaturated or fed up by constant content bombardment. –Shweta Gupta, Sr. Director, Marketing, Essilor With Social media marketing becoming the new norm, it’s important that you not only understand your target audience but that you also choose your social media platform(s) accordingly. You don’t need to be on every platform out there as your time is better spent focusing on what will help you reach your social media goals. Remember it’s not the quantity that matters it’s the quality! –Kaitlyn Dias, Executive Assistant, Westgroupe Whether you are an eye care practice or an industry sales rep if you are going to be on social media, invest the time and do it well. Plan your posts Use great images Choose one or two channels like Facebook & Instagram and get to know them Post consistently Use technology like Canva to create amazing looking content Put some budget to boost the posts to get more people to see it Use hashtags and tagging to get more exposure Have fun with your posts –Trudi Charest, Co-Founder, Marketing4ECP’s If you are interesting on participating in the Digital Marketing Committee, or any others, join today by updating your membership profile and check the appropriate box(es) under Committee Interest. Written/Curated by: Carissa Dunphy #socialmedia

Each month brings a new guest along with insights and stories on trending topics that matter. The OWA Talks Podcast, created in 2020, is hosted by Sandra Mohr and Stephanie Espinosa. If you have not yet listed to an episode I would highly recommend it! Listen to the most recent episode on the OWA Talks Podcast homepage or browse past episodes to find one that you would find interesting: OWA Talks Podcast Episodes: 2022, 2021, 2020. A bit about the hosts: Sandra Mohr Sandra Mohr currently serves as the Dean of Academic Resources and Administration at the New England College of Optometry. She is known for being a change agent in higher education institutions through engaging multiple stakeholders and investing in modern learning environments for the 21st century. She has proven talent for aligning institutional strategy and objectives with established departmental paradigms to achieve maximum faculty and student success. Sandra has earned a doctorate degree in Global Educational Leadership from Lamar University, a master’s degree in Higher Educational Leadership and Administration from West Virginia University, and a master’s degree in Counseling and bachelor’s degree in Psychology from California University of PA. Stephanie Espinosa Stephanie was thrown into the optical world 5 years ago when she started at a small private practice as a front desk receptionist. Having no knowledge of anything optical besides “having a lot of astigmatism,” she spent her time learning the ins and outs of the optical practice. Within a year, she passed her ABOC and was a full-time optician. After a brief stint at a corporate store, she joined Shamir in 2018 as an Account Executive in Southern California. During that time she spent her days meeting new doctors and optical staff and helping grow practices and train about product. After making the decision to go back to school, she is now back to being an optician and helping patients see once again. In her spare time, she loves hanging out with her 4 kids and running a podcast with her best friend, Maddie. “I am so excited to take Tuesday Talks to the podcast format and help reach even more women in the optical industry! Use these links to subscribe to the OWA Talks Podcast: iTunes — use this link if you want to listen to the latest episodes on your Apple device. Google Play — use this link if you’re on an Android device and want to listen. Buzzsprout — you can stream episodes of the podcast on your browser. RSS Feed — want to subscribe using some other podcast program / device? Use this link to get the RSS Feed. Written by: Carissa Dunphy

Instagram is a no-brainer in our industry because so much of what we market is visual and can sell itself. Whether you’re new to Instagram or an experienced user, knowing what others do can help you out. If you haven’t yet jumped on the Instagram boat I highly recommend doing so; You’ll be joining 2 billion other users, and 200 million businesses! This summer, as an active member of the OWA’s Digital Marketing Committee, I’ll be assembling a social series of blog posts that cover the essentials of the major social networks, starting with Instagram. This post of essentials will include screenshots with examples as well as the data gathered from my own account insights statistics. If there is anything you would like clarified or if you have any additional questions, feel free to comment at the end of the article or send me a private message on Instagram at @opticiannow. Profile Essentials Create a personable bio Many people use emojis on each line because it breaks up long sentences and adds an element of personality. Try to summarize your bio as best as you can as this is how visitors determine whether they look around further on your profile. If you have a physical brick & mortar address, make sure you add it to your profile so it can be easily seen and clicked on for directions. click for larger view Utilize a website URL It’s very important that you populate the website URL field. If you do not have a website then find another URL to put there – could be your Facebook page, a link to schedule an appointment online, or to an online shop. Instagram does not allow executable links in individual posts – your profile link is the only clickable link real estate, so make sure you use it! Of the people who visited my Instagram page, nearly 20% of them clicked the link to my website Try a multiple URL option If you don’t want to limit yourself to one URL you can go the route of multiple links! This is very popular on social media as many people have multiple things they may want visitors to see. There are many user-friendly free options to create your own, such as: Linkin.bio Linktree Lnk.bio Everlinks Tap Bio Campsite Revisit your profile every few months to make sure it’s current! Pro tip: Fancy fonts are not recommended. Characters are translated poorly by screen readers and hard to read for those with accessibility needs. The Ins and Outs of Posting Set an attainable posting schedule Posting regularly is my #1 recommended tip and a good habit to get into. A few reasons why, the first being, how will anyone see you if you’re not posting! Also, when someone visits your profile and you have no current posts, they will see inactivity, be less interested, and less likely to convert to a follower. Another big reason to post consistently is because of Instagram’s constantly changing algorithms, which are somewhat of a mystery, but we do know that the more regularly one posts, the odds are more in your favor to be seen. Set a reachable goal for the minimum amount to post. It doesn’t matter if it’s once a month or once a week, just make sure you can meet the target you set. Get in the habit of following through with this and it will guarantee consistent activity on your page. Decide what to post Define a scope of what you will be posting. Some post only super professional stock looking photos, some post real life photos, some make their photo grid super aesthetic, and some do a mix. The only rule I set for myself was that it had to be related to my professional brand as that is what the point of the account is. Whatever you choose to do, setting some sort of guideline can give you that direction in the back of your mind. We are not all graphic artists, thankfully there are tools to help make posts better looking! A few of my favorites are: Canva – This cloud based helper can be used on a phone app and desktop browser, which makes it accessible wherever you want to work from. It is a super robust encyclopedia of predesigned templates, image libraries, font pairings, you name it. Most folks can even get by using the free version. Word Swag – This iPhone app is superb for typography needs. There is a large variety of options for eye-catching designs, and my favorite, “roll the dice” option randomly picks for you and you can keep rolling the dice until your favorite layout appears! Use Instagram’s filters to fine tune your photos, zoom in and lay out as best as you can. Try to stick to a perfectly square image for optimal viewing or it can get cropped in certain places. Make the most out of hashtags These clickable clustered search results can get your post seen by the people who are looking for your niche. In the body of a post, the first part of the text area should be the caption or description of the photo and what it’s about. Do not start with hashtags first, it immediately loses the reader.  Hashtags can be added to the end of the content, or a line or two down, or in a comment after you post. Use hashtags that are relevant to the post! For example, if you have a photo of a dog wearing glasses then the hashtags should be related to the message you’re relaying. Don’t use hashtags for clickbait. Each post is limited to 30 hashtags. Pro Tip: If you’re on the Instagram app on your phone you can’t copy & paste hashtags, but if you go to an internet browser on your phone you can copy from there and paste into your post copy! You can #hashtagwhateveryouwant – create your own branded hashtag and add it to every post. Before long it will get higher use count and other people will follow it or use it themselves! Hashtags in my own posts allowed me to reach 2x more non-followers than followers! Hashtags in my reels reached 3x more non-followers than followers! Follow people & hashtags Discover more of the niches you like by following hashtags. I have found a countless number of accounts by their hashtagged post appearing in my feed, because I follow that particular hashtag. Reshare others’ posts I love to share things that other people post, there are some gems out there. Since you can’t reshare a post like on other networks, proper etiquette is to credit the original source. There are apps that can add the original poster’s username to the photo or you can mention their @username or tag them. I try to do all of the above. Mentions vs. Tagging Mention @username in a post and it will show up in their list of notifications, but sometimes these can get buried. Anyone can mention anyone in a post or comment but it’s a good rule of thumb to mention the username in the body of the copy – it’s easy reading and proper “instagrammar”. When you tag someone directly in the photo/post (not just in the caption) it shows up in a different type of notification with higher odds that they’ll see it. The tagged post will show up on that users “tags of you” tab on their page and vice versa when someone tags you. Tags aren’t automatically visible on a post, you have to tap the photo to reveal who is tagged, which means scrollers won’t see who is tagged. Sometimes it is best to both tag and mention but you can use your judgement for applicability. Tag appropriately. Do not spam-tag others; Keep it appropriate and applicable. If someone tags you and you do not wish for that photo to appear on your tab you can untag yourself. You can tag a maximum of 20 people per post. Other than photos Add to your Stories Stories are what appear in circles above all other content at the top of your feed. These are mostly for fun short updates or for things you may not want to live on your profile grid forever. Some fun options to create a story include polls, quizzes, countdowns, fundraiser donations, and more. Stories have a 24 hour lifespan and then disappear. You can also double-dip and share your posts to your stories. My analytics show that my stories reached mostly followers over non-followers. Save Stories to Story highlights These re hand selected, previously posted stories that can be saved into collections and displayed on your profile. Highlights are actually quite a prominent section of your profile. Figure out how you would like to categorize these and it can really liven up your profile page! Use videos and reels Both of these fall under the video category, rather than photo, and both can be posted to your main profile grid but they also have their own tabs on your profile. Posting videos can be intimidating or seem daunting but you can find videos to take that don’t involve your face 🙂 Reels are between 15-60 seconds and offer tremendous discoverability. From my own reels, they have had a much larger reach than my average photo post. Granted, I do post less reels than photos, but the reach is consistent and I see great potential. Videos are between 15 seconds and 60 minutes in length. They can be used for longer video messages and can be organized by series. If you post an animated image, perhaps made in Canva, it will post to the videos tab. My own videos have reached mostly followers over non-followers. Live video is also an option but less common. When you begin a live video it sends a push notification to all of your followers letting them know. Once your live video is complete, it posts to the video tab on your page. Activity Be engaging Engaging with your followers, and those you follow is one of the best things about Instagram. Having this common ground can allow conversation between two people that would be extremely less likely to meet under any other circumstance. Like others’ posts and comment on posts. If someone comments on your post, do your best to ALWAYS respond to them! It could be a response as simple as a like, a response with an emoji, or more than that. The person left the comment for a reason and replying shows that you value your followers. Pro Tip: Get alerts when your favorite accounts post Visit the profile of who you wish to get notifications about and Instagram will give you a special notification when they post! You can select which type of posts you would like to receive notifications for. Well, there you have it. I realize that there is much more to Instagram than what I included in this article, but this is what I deemed “essential” with a few extra tips. If you’re newer to Instagram and think that this is an enormous undertaking, try to learn one item at a time. Try one new thing per day or week and you’ll know everything here in no time at all. Want to help the OWA with our Instagram presence? Consider joining the OWA’s Digital Marketing Committee. Follow the Optical Women’s Association on Instagram: @opticalwomen Written by: Carissa Dunphy

Facebook is the most widely used social media platform and a must for a business of any size. 93% of businesses are active on Facebook*, and over 200 million businesses use Facebook’s apps and free tools*. Those numbers are staggering! Not only is a Facebook business page pretty much a requirement, but they also aid in your website health and help you to rank better on search engine results pages. One thing I’ve learned throughout years of marketing small businesses on Facebook is that things are always changing, so brushing up on your knowledge can’t hurt. A few interesting statistics about Facebook users*: 69% of Americans use Facebook. 42% of American teens use Facebook. 37% of U.S. adults get their news from Facebook. 73% of U.S. adults visit Facebook every day. This summer, as an active member of the OWA’s Digital Marketing Committee, I am assembling a social series of blog posts that cover the essentials of the major social networks. Last month the post was about Instagram, stay tuned for next month’s on LinkedIn. If there is anything you would like clarified or if you have any additional questions, feel free to comment at the end of this article or send me a private message on Facebook at @opticiannow. First things first, make sure you have a business page rather than a personal page with a business name. Business pages allow more options, settings, tools, and the Meta Business Suite app that is only available for admins of business pages. Profile Essentials Profile Photo Don’t underestimate the importance of a good profile image! Users scroll through Facebook pretty quickly and you want your tiny little photo to stand out. The minimum size is 360×360 but the image will be cropped to a circle;  No matter what you upload, all four corners will not appear. Make sure you edit the image appropriately so everything that should be seen appears correctly. When editing, don’t zoom out too much or the image will be too tiny to recognize. Mobile vs. Desktop profile views Cover Photo The cover photo is prime real estate and visibility for those who visit your page, the big header image at the top of your page. This can be used for simply another logo, a photo that represents your brand, events, promotions, announcements, you name it. Cover photos display at 820 x 312 pixels on computers, and 640 x 360 pixels on mobile devices. With this in mind, I’ve found it best to edit the cover photo to have extra empty space around all edges with the main message in the center – this ensures something important doesn’t get cropped out. Complete All of the “About” Sections The about section is the most important of them all! If you can’t remember when you setup your page, it’s likely that some options have changed so it’s advisable to visit this area of your page to review. The fields include: Bio – this has a fairly short description limit, make sure you get your best points included. Category – select the most applicable category, if more than one applies then choose the dominant one. Address & Phone – if you have one make sure you enter these! If you’re not a brick and mortar, and you’d prefer, it’s okay to leave this blank. Email – if you have a general email address enter that here. If you would rather this not be public then leave it blank. Website – a must! If you do not have a website use a link that is most important to you (LinkedIn profile, scheduling link, etc). Hours – by inputting hours this shows visitors a green “open now” or red “closed now” when on your page. Services Tab on Facebook Page Complete the Services Section This is the second most important section of information on your page. I would recommend listing your most popular handful of services here, too many can dilute the point. You can create a service, add a description, and even a photo. Choose your Action Button You can have up to two action buttons display on your page. Buttons stand out and people are looking for something to click. Select the most actionable for your business. Options include: Message WhatsApp message Call Email Contact us (website with contact info) Book now scheduling tool Sign up form Start order url for restaurant View shop Get tickets Learn more url Get quote auto messenger questions Visit group Play game See menu Claim your Vanity URL This is a must do! You want your Facebook URL branded like a website URL – ex: Facebook.com/OpticalWomen is far easier for anyone to remember or type in than Facebook.com/38294959918288392. Try to select a timeless name that will not need to be changed again later. Also try to have all social media profile URL’s have the same name – ex: Facebook.com/OpticalWomen & Instagram.com/OpticalWomen. Simply click “edit page info” and go through the steps to claim your new URL! Your page must have 25 likes to be able to do this. Once this is complete be sure to share the URL wherever you want: email signature, website, business card, etc. Pro Tip: Usernames are universal across platforms, so if you share a post from Instagram to Facebook you should edit your Facebook post to display the Facebook username. If you do not, the post will link to the mentioned username’s Instagram page rather than Facebook page. It’s a good rule of thumb to keep people on the same network they visit you from because not all people partake in all networks. More Important Things Note: Meta owns both Facebook and Instagram and you’ll notice some similarities in features between the two networks. Add Featured Items Featured items are specific posts, photos, or stories that you can have displayed on the top of your page in your intro or about area as highlights. These display as a portrait image so landscape or square images may get cropped. Add to your Stories Stories are what appear in circles above all other content at the top of your feed. These are mostly for fun short updates or for things you may not want to live on your profile forever. Stories have a 24 hour lifespan and then disappear. You can also double-dip and share your posts to your stories. Follow Pages Following other pages as your page can boost your engagement, credibility, and visibility. When logged in as your page, find and like/follow other pages. Try to stick to applicable professional pages because your followers can see who you follow. Reviews You can opt to have or hide reviews or ratings on your page in your settings. Allowing reviews is encouraged because it can show your credibility to other followers and those who visit your page. Videos Videos are incredibly popular on Facebook and can acquire tremendous exposure for your page. Comparable to Instagram’s “Reels”, Facebooks are called “Watch”. Statistics show that videos between 2 and 5 minutes gather more engagement from social media users.* Live video is also an option to explore. Events Creating a page on Facebook for your event is an additional way to promote and expand your marketing reach efforts. From your homepage, in tools, click on “events” and create from there. Add info to all of the fields, including an image, and once complete you can share to your page and followers. Once people RSVP to either attend or are “interested” they will get updates anytime you post an update to the event page. Pin a Post When you “pin” a post to your profile it remains pinned at the top of your feed above all posts. You can pin more than one post. Find the post you’d like pinned and click the … menu in the top right corner of the post and select “pin post”. When you’re ready to unpin the post, follow the same directions to unpin. Ads or Boosted Posts Facebook ads have the potential to reach over 2.1 billion people.* The Ad Center allows business pages to create ads that are extremely targeted to specific demographics or geography. Facebook ads provide the highest return on investment (ROI) among all paid advertising channels.* When used properly, The Ad Center tool can be very effective and is worth looking into if you’re interested in advertising on Facebook. I could write an entire book on the Ad Center alone! If you want to pursue ads, do some Google searches for tips and tricks before jumping in with both feet. When you post content that is popular, Facebook will sometimes recommend “boosting” that post to reach more people. This is essentially an ad also, but it is just for that one post, rather than a new “ad”. Activity Be your Page Over time, Facebook has made it much easier to navigate AS your page. You can follow other pages, like, or share posts from your personal profile or as your page. Keep in mind when acting as your page, your followers can see the posts and pages you like and follow. The posts of who you follow will show up in your feed and you’ll want to like, comment, or share their stuff. When you do this you can capture new followers because your likes and comments will appear in the feed of that page’s followers. In essence, your actions are “recommended” to other people and thus, your engagement can gain you followers. Be Engaging As the most used network, engaging with your followers, and those you follow, is made extremely easy. Having this common ground can allow conversation between two people that would be extremely less likely to meet under any other circumstance. Like others’ posts and comment on posts. If someone comments on your post, do your best to ALWAYS respond to them! It could be a response as simple as a like, a response with an emoji, or more than that. The person left the comment for a reason and replying shows that you value your followers. Schedule Posts One thing I hear repeatedly is that people don’t have time for social media. This is an easy fix! When creating a post there is an option to schedule it out instead of posting it right now. Sit down and schedule several posts over a set time period and you’re done! Doing this will show your followers that you’re active and allow you the ability and freedom to not give social media a second thought. Reshare Others’ Posts I love to share things that other people post, there are some gems out there. Sharing others’ posts can humanize you and show that you value connections. When you share someone else’s post it also notifies them that you have. Invite Friends to Follow Switch to use Facebook as your personal self and go visit your page – you will see an “invite friends” button or in the … dropdown menu. This will bring up a list of your friends, the ones you select will be sent an invitation to like your page. This is a quick and easy way to gain followers! Pro Tip: If you share a URL and it doesn’t appear “pretty”, you can use Facebook’s debugger tool to re-scrape the URL to display correctly. Look at the image below to see before and after re-scraping. Having the image display can get more people to see your post. Before vs. After re-scraping a URL in Facebook *Sourced from this Hubspot article Follow the Optical Women’s Association on Facebook: @opticalwomen Well, there you have it. I realize that there is much more to Facebook than what I included in this article, but this is what I deemed “essential” with a few extra tips. If you’re on mobile, you can use the Meta Business Suite app to manage everything mentioned in this article. You should also revisit your about section and bio at least once a year, or every six months, to make sure the information is still current. Want to help the OWA with our Facebook presence? Consider joining the OWA’s Digital Marketing Committee. Written by: Carissa Dunphy

Earlier this month I had the privilege of manning the OWA Table at a continuing education event in Seattle. I was looking forward to this day for a few reasons – one, it was the first in-person event that I would be attending in quite some time, and two, I was looking forward to representing the OWA and talking with prospective new members and seeing what they thought about the  organization. While occupying the table during breaks in between courses, I remained busy with women who were interested in learning about the OWA. Some had heard of the OWA, some had not. Some had been meaning to join but hadn’t yet, and our presence had reminded them. Nearly all of the women who stopped by started with, “Tell me about the OWA”, and all were surprised by the answer. When responding I tried to keep my answers somewhat brief but I found it difficult because of the variety the OWA offers. I am pretty sure I answered everybody a little differently in all of the benefits of being a member: from the book club to the podcast to the committees and the wide variety of positions members hold, and how that brings incredible networking opportunities both virtual and in person. This event served as quite a refreshing reintroduction to attending in-person events. I encourage everyone to see what events (in person or virtual) are coming up, both with the OWA or otherwise, and remind yourself too. Thank you to Walman Optical for letting the OWA participate in your Walman University Seattle Event! The OWA also had a second table at the Walman University in Bloomington, MN. Written by: Carissa Dunphy

As I consider what fosters and what inhibits my professional growth, one thing that consistently provides value is learning from others. Entrepreneurs learn by doing, and their experiences are unique and invaluable. As someone who values both learning and sharing, I decided to see what professional expertise I might gather to share with the awe-inspiring OWA Connects readers. These hand-selected entrepreneurs, from a variety of backgrounds, are trailblazers who inspire success by provoking thought and growth. They are respected leaders and mentors, many without knowing so, and they have all graciously shared their knowledge. Meet The Contributors *Please note the links in each person’s description Kayla Ashlee, ABOC Founder and Senior Consultant, Spexy “Spexy is the industry leader in optometric training. We equip every position in your office with the tools necessary to produce practice growth and happy patients.“ Jessica Butler Founder and Designer, Eye Power “We want to empower kids with vision problems, their parents and Doctors. I am a graphic designer and mom of 4 'eye' kids.” Trudi Charest Co-Founder, Marketing 4ECPs; Speaker, Best-Selling Author, The Digital Sales Rep “The Digital Sales Rep is a practical step by step guide to prospecting and closing sales online. If you are in outside sales, inside sales, or managing a team of salespeople, you want to read this book.” Eileen Estrada Founder, Eyeporters “Our passion lies in creating, developing and seeing the fruits of our labor in finished eyewear collections.” Amy Gallant Sullivan CEO & Founder, ESSIRI Labs, Creator, Eyes Are The Story “We are creating a self-care ecosystem that fuses safe beauty, hormonal health, eye nutrition, ocular hygiene and digital eye awareness — all told through the prism of your ÈYES.” Gai Gherardi Co-Founder and Co-Designer, l.a.Eyeworks “We design eyewear to celebrate the diversity of faces and the uniqueness of individuals. The glasses we make are sparks of our imagination. You complete these thoughts and bring the dreams of l.a.Eyeworks into being.” Dr. Jennifer Stewart Founder, OD Perspectives “She is a globally recognized speaker, with a passion for helping optometrists with operations, optical success, contact lens sales and practice management.” Carrie Wilson, MBA, ABOM, NCLEM, CPHQ Owner, Optigal Consulting “With a clear mission of helping and inspiring others, I am a proud supporter and developer of the optical industry.  My unique approach of empowerment and simplicity, combined with exceptional guidance and contagious enthusiasm, makes me the perfect choice for helping you reach your full potential.” BEGINNING How Did You Decide When It Was Actually Time To Take The Plunge And Start Your Own Business? Kayla Ashlee: When the requests for the trainings I had were becoming so frequent, I knew I had to create another modality for opicals to be able to access my training modules. An online learning library was the solution, and once I realized it was an option, it lit a creative fire in me and it consumed every thought I had when I was awake and in my dreams. I had to take the plunge. Jessica Butler: We got the idea to start Eye Power after my son was born with a congenital cataract. We saw a need in our online community. Parents wanted their kids to be excited to wear an eye patch. Kids needed to feel special in their glasses. That is when our classic “My glasses give me superpowers” shirt was born. I have a degree in graphic design so I started using my skills to design shirts and it all grew from there. My husband and family were so supportive and I’m so grateful for that. Eileen Estrada: It was something I knew I would eventually undertake but it was easy maintaining an employee position. I was challenged by a department restructuring when my child was 2 weeks, it motivated me to focus on building my own business. What Qualities Are Needed To Be A Successful Entrepreneur? Eileen Estrada: Industry knowledge is key, established relationships is equally important. Lastly, I would attribute a successful venture with strategic partnerships and an eagerness to never be complacent with the last sale. Dr. Jennifer Stewart: Grit, determination, curiosity and a never-ending feel of “what if?”  I also feel that my brain never stops thinking, working, plotting and planning about what my next idea is and how to put it into action.  I never think “can I?; instead I think “how can I make this happen?” and “who can help me?” Carrie Wilson: Organization, determination and follow through. All of which I can admit I sometimes struggle with but they are imperative if you want to succeed. Luck, knowledge and talent are much smaller factors in success. What Is One Piece Of Advice You Would Give To Someone Who Was Considering Running Their Own Business? Jessica Butler: Pick something you love. You will be spending a lot of time, sweat and tears starting your business and you need to love it. Eileen Estrada: If you are a sole owner, you should have an experienced sales person or at least one strong established customer relationship. If you know you will need a partner, I recommend having the opposite of your skill sets. Amy Gallant Sullivan: Believe in yourself and focus on your mission. Creating, building, launching, maintaining, and growing your business is NOT easy. There will always be a lot of curveballs, detours, doubters, cloudy days, and questions. No matter what, never lose sight of your goal, and do whatever it takes to make it happen. Don’t stop believing. GROWING How Did You Build Your Team? Trudi Charest: Like all businesses, staffing can be a challenge. Finding good staff is an art.  As we grew we were able to hire a dedicated Human Resources Manager who has truly taken our recruitment efforts to the modern age. Not only have we built an amazing culture that keeps amazing talent with us, it helps us attract great talent. We started to really share our culture on our social channels and now we find talent is coming to us. Take this tip to your organization and start posting all the fun stuff you do with your teams and the perks and benefits you provide. On top of that we do a lot of internal personal growth training and we post every job opening internally as well as externally. We want to give our employees the chance to progress and move around in our company. Look for what people are good and love to do then help them do that. Gai Gherardi: We have been fortunate to have worked with an astonishing mix of talented personalities over the years, many of whom have been with us for one, two, or even three decades. We have often hired outside the optical industry because we love the dynamism of people who are engaged with the arts, pop culture, fashion, music, and hospitality. What Is Your Favorite Thing About Your Company’s Culture? Trudi Charest: I have to admit my company’s amazing culture is a lot due to my business partners’ business acumen.  He is very intune to people’s needs and motivations.  Not only do we spend a great deal on internal training and programs to encourage personal growth, we also survey our employees regularly to gauge their satisfaction and hear feedback.  Then we act on it. Gai Gherardi: We never take ourselves too seriously. What’s Your Best Advice On Knowing When To Scale Your Business, And How Much? Gai Gherardi: I’m probably not the right person to answer this question as Barbara and our business partner Margo Willits and I have often acted on intuition more than calculation. It’s not easy to “trust your gut instincts” but we are big believers in making space for that kind of deep internal listening. Dr. Jennifer Stewart: Be honest and know what you can (and should!) take on.  Just because someone else is doing something, doesn’t mean it is the right path for you.  Be authentic, purposeful and define what brings you joy (first)- and then go from there. How Do You Narrow Down Ideas To What Will Become The Next Offering Of Your Business? Kayla Ashlee: Give the people what they want! We always rely on user feedback and polls. It’s the best way to do business. We recently just sent out our largest poll to our user base for the upcoming summer 2023 releases. There are 6 new courses and mini courses we are launching and we let our users vote on which would be released first. It was confirmation of a great lineup when all the courses got significant votes and were all rather neck-and-neck. Jessica Butler: My most favorite part of my business is creating and designing new items. We have had both really great products and others that have flopped but I think the best thing for me is to keep a sketchbook close. Write out ideas and try new things. Listen to your customers and followers on social media and ask them what they want. Interests and needs change so go with the flow and have fun with it. Carrie Wilson: What does the market need most, what is my turn around time to get it, and what is my return on my investment in time and money. IDENTIFYING What Have You Seen That Clinicians Need The Most Help With? Kayla Ashlee: Resources. I have seen the greatest opticians work themselves to the bone and burn out because of a lack of resources to build a great team to support the optical. When an optical is in need of a new team member, the greatest opticians begin doing the work of many. Then, when a new hire is added, the leaders are then expected to do the work of many while also training the new hire. This push and pull of keeping the focus on the flow of the optical versus giving the new hire the focused training they deserve is a losing battle. Either the existing team gets burned out because of being overworked or the new hire is pushed off the “training boat” to learn-as-you-go which turns out to be a sink or swim scenario. If they swim they are functioning in their role without the foundational knowledge necessary to be confident. If they sink and fail, it leaves the existing team short handed once again. However, offering resources to provide foundational knowledge in a learning library frees the great opticians of the monotonous parts of the training and allows for the team to all have one foundation to build upon. Furthermore, having a resource for management to have access to the learning portal for leadership training, and tips and tricks that have proven successful in managing other offices, is an invaluable resource. Trudi Charest: I have been in eyecare for over 30 years and in many roles where I have been helping practices with their day to day operations and growth so I see it all.  The one thing that never seems to change is the need for assistance in finding great staff.  Staffing is hard.  Finding staff, training staff, motivating and keeping staff all rate the top of any eye care business challenges.  The other is time.  Practice owners wear 20 hats, optometrist, manager, HR, accountant, bookkeeper, marketer, maintenance, payroll and on and on.  They run out of time to spend planning and growing the business.  This is where having a business partner or a great office manager can truly assist in dividing up all the responsibilities leaving time to work on the business instead of in the business. Carrie Wilson: Learning how to apply knowledge. I have found that many know what they need to, but they don’t realize it, or they don’t know how to get it from their head to a plan they can execute. How Has The OWA Helped Your Business? Kayla Ashlee: The connections that I have made within the OWA have been nothing short of beautiful. The women I have met have ranged from reps, to CEOs, to inventive entrepreneurs and women who have become pillars of this industry. The mix is fascinating, and I love being able to share our struggles with each other and learn that these women are facing similar challenges. This has an amazing human element that has allowed for connections to happen that I never would have pursued. This often leads to conversations about my business and has made countless touchpoints to expand our reach. Eileen Estrada: We have been getting lots of exposure in the trade while making connections with other women in the optical industry that have started interesting conversations. Dr. Jennifer Stewart: Joining the OWA is one of the best things I have done in my career.  The women I have met continue to inspire and encourage me, and the connections and relationships I have made have been instrumental in my success.  I love serving on committees with women from all different companies and roles and learning about what they do – this helps me bring a better message to the optometrists and staff that I present to.  Knowing who you do business with, what their values and goals are and the people behind the company is so important.  The friendships I have made have also been incredible.  I love hopping on a Zoom call to talk “all things optical” with new friends, seeing my connections supporting me in virtual and in person presentations and being able to share the amazing businesses and work these friends do.  I am such a believer in connection- my favorite thing to do is to connect people who I think can work together, and watch them both succeed. How Has Having A Woman Owned Business Set You Apart From Those Who Aren’t? Eileen Estrada: Women are inherently multi-thinkers, our ability to enterprise in various ways helps to our success. Amy Gallant Sullivan:  Tell me one thing that men cannot live without, daily. How do you explain to male investors or male doctors that most women cannot ‘live’ without eye makeup? At least 60% of women in the United States use mascara daily, and millions of those women suffer from their eye beauty choices. Millions more women have dry eye than men, about two times more women than men. Millions more women have extra-sensitive eyes and their quality of life can be compromised because of this, from their career, to family life, to socializing, and even their self confidence. Being a woman-owned business makes all the difference for this startup because I can relate to what women with sensitive eyes need, from self confidence to beauty. Every day I strive to develop cosmetics for people with extra-sensitive eyes because I understand how debilitating sensitive eyes can be, and also how empowering a non-irritating tube of mascara can make you feel! Men have sensitive eyes too, but, their self confidence and careers aren’t typically impacted in the same way by a tube of mascara. This company concept began with a tube of mascara, and this company could not have been created by a man, as their comprehension of the mission is-just-different. Male eye doctors might understand that some of their female patients cannot use cosmetics but they might not realize how much they suffer with/without. Male investors do not necessarily understand how eye-safe-cosmetics should become an integral part of eyecare protocols and promoted in the general market as not-just-a-beauty-brand. Eyes Are The Story is more than beauty, it is eye wellness. Until “The Story” is known by millions, this book is better written by a woman, even just for empathy alone, as a woman will suffer to be beautiful, inside and out. REFLECTING What Was A Challenge You Faced When You First Started Your Business, That You Didn’t Expect? Kayla Ashlee: The irony is that in 2019 we had created an online learning resource for opticals. So one would think that we would be perfectly positioned for the dreaded shutdowns and zoom focused, online learning that would take over our society. Well, we were perfectly positioned, but all of the big money in the industry started offering mass amounts of “free” content and webinars. We had a large portion of our starting user base leave to go get “free” learning. Let’s just say I cried a lot, and I’m not a crier. But we kept on creating and sticking to the plan.As it turns out, the saying holds true; ya get what ya pay for. The free content was not nearly up to the standard that our learning library is, and every one of the users came back. No more tears. Jessica Butler: I think our first biggest challenge was not being prepared for quick growth. We had growing pains for sure. We were featured on the Today Show and many other news outlets. I was not prepared. We sold out quickly and it was a learning experience for sure. That’s not something you can really prepare for or know is coming, but I’m grateful for the experience. Trudi Charest: It costs a lot of money to run a business.  We worked long hours, did the work of 5 employees until we could afford them and took no pay for the first six months of our operations.  It was tough!  But so worth it.  Everything they say about starting a business is true.  It’s a grind the first few years not knowing if you were going to make payroll every month and pay all your bills but we always made it work.  The biggest challenge was of course was in 2020 when the pandemic hit and we took a huge hit to our cash flow but we came out swinging, got creative and not only made our money back but opened new doors and saw tremendous growth. Dr. Jennifer Stewart: How quickly a speaking/writing/consulting career would take off!  I have been an industry speaker for the past 10 years, but during COVID I really had the opportunity to increase this with virtual presentations.  In June 2022, I decided to sell my private practice and focus on growing the industry side of my career (and spend more time with my family!) and it has taken off like a rocket!  I have realized I have to carefully consider each opportunity and decide if it supports my vision.  To paraphrase the amazing Bart Foster, from his book “Business Outside”, “if it’s not a heck yes, it’s a no.”  Realizing I can’t be everywhere all the time and participate in everything was tough (I love all challenges!), but it has given me the time and space to focus on what I’m most passionate about.  Although- if it involves a trip to Disney World, I’m likely going to say yes! How Is Your Business Different Now Than From When You First Began? Jessica Butler: Eye power has changed a lot in our 10 years. We started with only kids clothing, later adding lots of fun optometry and glasses themed adult shirts, dresses and Christmas ornaments. But 2020 changed everything for our small business. Lots of production problems along with people only spending money on essentials almost killed our little business. It was hard but we learned to adapt. At the end of 2020 we decided to get back into producing products ourselves in our home office. We created a new line of optometry themed ornaments and that winter we grew a lot. Every year since we have grown and now have a line of over 200 eye themed products including jewelry, ornaments and our most popular pen holders. Everything handmade in our small shop in Oregon. Amy Gallant Sullivan: Considering that we launched Eyes Are The Story in the United States in 2020 in the middle of a global pandemic, everything is different! Otherwise, during the last 2 years, we have expanded distribution and are now also selling Eyes Are The Story via eyecare specialists in Canada, the United Kingdom, Australia, New Zealand, and France. We have authorization to sell our products in more than 30 countries and have received distribution requests in more than 50 countries! Carrie Wilson: When I first started, it was a part-time hobby I did just to help other opticians. Now it’s a full-time job that has expanded to fill my days and time. I’m working constantly on something. What Is Your Most Memorable Experience Since Starting Your Business? Trudi Charest: There are so many firsts when you start a business.  Your first client, first employee, first partnership, and the first time you can afford to pay yourself a paycheque!  Those are all memorable but I think the one that sticks out to me the most is when one of our first clients told us that the marketing we were doing for them literally attributed to 30% of their practice growth that year.  There is nothing better to hear than a truly satisfied client. Amy Gallant Sullivan: We were supposed to launch at Vision Expo East, March 2020. That launch weekend, the Javits Center was turned into a Covid hospital. Needless to say our launch was postponed. Not only did we completely reswizzle our launch and business model to adapt to the global pandemic, but we creatively navigated the news-waves with “The Story”. It was absolutely amazing how ECPs around the world volunteered to help share (and sell) “The Story”. My network of eye doctors and patients eagerly helped me get-the-word-out. Our launch video received almost 1 million views! Eyes Are The Story did not have a store or clinic shelf to sit on, an event, nor party to share samples, but the products popped up in ZOOM calls, FaceBook broadcasts, LinkedIn testimonials, Insta, Twitter… all over social media. My global village of eye docs activated and helped me launch. And, the best part, for the first four months, I was working from the sofa in my parents’ loft in Boston, as I could not fly home due to travel restrictions! My parents were incredible, helping me navigate the pandemic uncertainty, but also supporting me with food and lots of coffee during my 18+ hour workdays. Gai Gherardi: I’m lucky in that there have been quite a few “most memorable” experiences over the past 43 years, but I was thinking recently about the time Barbara McReynolds and I were asked to make 3-D glasses for a multimedia production of Philip Glass’ opera “Monsters of Grace” in 1998. The experience of looking from the front of the house to see everyone in the audience of 1,800 people wearing our design was truly extraordinary. FLOURISHING How Do You Try To Remain Unique In The Space Of Your Competitors? Amy Gallant Sullivan: Eyes Are The Story is the World’s first optocosmetics and skincare brand specifically created and clinically-proven safe for sensitive eyes and skin, dry eyes, and contact lens wearers. There is a lot of noise on the market for products that are purportedly Eye-Safe, but, are not. As we are blurring the lines between Pharma and Beauty, and it is imperative for the Eyes Are The Story brand to set the marketing and education straight with correct science-based evidence and verified Eye-Safe products. Leveraging knowledge from some of the world’s leading ocular surface disease specialists and collaborating with state-of-the-art laboratories in the United States, Canada, and Italy, we are innovating new formulations that no other brand has ever envisioned nor produced. Gai Gherardi: We don’t think of that much. We have known all along that being true to ourselves and our interests, and keeping our lights turned up bright in a spirit of sharing was going to be our path to full freedom of expression. How Do You Stay Motivated? Dr. Jennifer Stewart: Coffee!   I am super routine and goal focused, and always have been.  I start my day (every day!) with a workout, and then look to my to-do list.  I have short and long term goals, and am always working towards these (and adding new!)  I also listen to my mind and body- if I have a day where I’m just not feeling it, I take the cue to do a lower impact workout (yoga or a long walk) and maybe switch gears to a project that isn’t as intense. Carrie Wilson: I’m usually internally motivated but when my motivation meter drops the people I work with really help — Scott Balestreri, Bradie Husser, Alex Peng, the leaders of Laibach & York are phenomenal at supporting me in everything I do. QUICK FIRE First Job: Kayla Ashlee: Nanny. Jessica Butler: Target. Trudi Charest: Receptionist in an optical store. Eileen Estrada: Retail sales at 13, but I started my career at Popular Club Plan as a Merchandise Coordinator in shoes. Amy Gallant Sullivan: When I was still in high school, my first paycheck actually came from translation work I did for my father, Dr. David A. Sullivan, and his laboratory at Schepens Eye Research Institute/Harvard Medical School. I translated 100-year-old research from French to English. It was definitely an eye-opening experience! Gai Gherardi: Selling tickets at a folk music nightclub called the Golden Bear that opened with the controversial comedian Lenny Bruce. We were closed down for “obscenity” every night by the police. I always consider Lenny Bruce my college education. Dr. Jennifer Stewart: Wrangler at a riding stable. Carrie Wilson: I worked in our family bait shop making lures, digging up earthworms, catching minnows and working the register. I was 6 years old. Biggest Role Model: Kayla Ashlee: Cinderella. I identify with her struggles and perseverance because of certain aspects of my childhood. She taught me that gentle love and genuine kindness display unusual strength that makes all the difference in society. Jessica Butler: My parents who both own their own businesses. Trudi Charest: My dad. He was an Optician who owned his own optical store so I literally grew up in the business. He was one of the hardest working people I have ever known and the nicest. He was always about helping other people be successful. Eileen Estrada: My first optical mentor Joyce Pokoy Kurtulus, one of the best product design and innovators in the industry. She has been instrumental in my growth and continues to be an inspirational force in my career. Amy Gallant Sullivan: My parents. Gai Gherardi: Curiosity! Dr. Jennifer Stewart: I have a small group of OD’s in private practice that I text with every day (even weekends!)  They continue to motivate and inspire me with the practices they have created.  They are also an amazing sounding board for my many many industry ideas and give great feedback! Carrie Wilson: My mom. She is the strongest woman I know. Recommended Book: Kayla Ashlee: The Gifts of Imperfection by Brene Brown. Trudi Charest: The Digital Sales Rep  (duh…of course I am going to recommend my best selling book). Eileen Estrada: The Alchemist by Paulo Coelho. Amy Gallant Sullivan: The one I’m going to write. 🤓 Or … the Fannie Farmer Cookbook. I cook to destress! Gai Gherardi: The Creative Act: A Way of Being by Rick Rubin. Dr. Jennifer Stewart: I’m a speed reader so I tend to read 2-3 books a week.  Connect with me on Goodreads!  I love reading anything thriller/mystery, personal growth/development and business! Carrie Wilson: Professionally, mine of course! But my personal interests are probably boring for most since they tend to lean toward history and psychology. I’m currently reading a local history book. One Thing That Makes You Smile: Kayla Ashlee: Many things make me smile. That’s just me. But the thing that makes me laugh hysterically is videos when men get scared and let out the most high pitch scream! OMG it’s the funniest! Jessica Butler: My kids. Trudi Charest: Funny cat videos. Eileen Estrada: Inspiration, finding a nugget that makes my mind swirl with ideas and concepts. Amy Gallant Sullivan: Waking up every day. Gai Gherardi: Kindness. Dr. Jennifer Stewart: My family!  My husband and two sons (10 and 7) bring me so much joy.  Also, living by the beach is magical. Carrie Wilson: Hearing my kids laugh. Most Productive Time Of Day: Kayla Ashlee: Weekday mornings after I have had a kick-butt early morning workout. Jessica Butler: Evenings after 7pm. I’m a night owl. Trudi Charest: 5am  (I am an early bird.  I get up, get my coffee, read all the industry news and feel ready for the day) Eileen Estrada: Mornings! Amy Gallant Sullivan: Sunrise. Gai Gherardi: Mornings in summer; nights in winter. Dr. Jennifer Stewart: 8-11am.  I tend to block this time off and don’t schedule meetings unless I absolutely need to.  This is my best time for writing, thinking, working and planning. Carrie Wilson: Late at night. Favorite Glasses-Wearing Celebrity: Kayla Ashlee: Robert Downey Jr. Trudi Charest: Elton John. Amy Gallant Sullivan: Amal Clooney. Gai Gherardi: I adore the character Little Enid from Daniel Clowe’s cult classic graphic novel “Ghost World”. Dr. Jennifer Stewart: Kayla Ashlee of Spexy 🙂 Carrie Wilson: I honestly don’t pay much attention to celebrities but my favorite glass wearing character is Penelope Garcia on Criminal Minds. Her wardrobe stylist is excellent. Closing I would like to thank each interviewee for taking the time to share their experiences. Links to each person’s LinkedIn and/or business website can be found in the summary at the beginning of this article. What was your favorite take-away from this article? Let us know in the comments below! Interviews performed and written by: Carissa Dunphy

What are the benefits for opticians and ODs who join the OWA? OWA members, Jennifer Stewart, OD and Judy Quinones, LDO, ABOC-AC, NCLE, share their insights and experiences below. Through The Eyes Of An OD When I think about my time in the OWA - I can’t honestly remember what it was like before joining.  I’ve thought about how I found about the OWA- was it an email blast?  A social media mention?  Did I come across the website and think- well, why not? However it was that I found out about the OWA, joining has been one of the very best choices I have made for my career. We are bombarded by so many invitations from social media groups, industry groups, local, and our state and national associations. It can often be difficult to prioritize and decide how to spend our precious time outside of the office, and which groups are worth joining and for what reasons. I was initially attracted to the OWA because it was not ONLY optometrists. Being part of a group of women in the industry, who aren’t necessarily OD’s, has been incredibly refreshing and gives me a different perspective on the industry itself and the companies I work with. Often our only experience with vendors is the local rep, but we don’t have access to the marketing teams, product development teams or even the executives- all of whom end up on our OWA committees and calls! It is so amazing for me to hear how passionate they are about supporting OD’s and opticians, and the whole industry, and I have learned so much from them about how much time, effort and care goes into their work. Networking has also been a huge benefit of joining the OWA, especially in a time when there weren’t a lot of in person events.  I try to attend every virtual event, and have made some unbelievable connections and deep friendships with people who I know I would have not crossed paths with otherwise. Professionally, this has led to some incredible consulting, speaking and industry opportunities which I am so thankful for.  I’ve also had the opportunity to connect women through the OWA and love seeing friendships, job opportunities and professional relationships develop. The OWA also provides continuous resources for personal development and leadership, two other areas that I love to focus and work on. As an OD, most of our education is clinically focused, and it is rare to find information about topics like becoming a better leader. Being able to learn from industry executives and be inspired by how they lead their teams has certainly impacted me both personally and professionally. I am incredibly proud of how I have grown as a leader, and was even awarded the prestigious Emerging Leader Award by the OWA in 2022, which was a career highlight for sure! Lastly, the friendships I have made have been so important. Optometrists are often isolated in our practices, and only get to know our local OD’s and reps. I have made friends from so many other companies, states and even countries, and so look forward to Fireside Chats and in person events to catch up with them. I love our virtual calls where people are honest and open, and I love seeing the women on the call come together to support them. Many of these calls have brought me to tears, both while hearing women share their struggles, and then seeing everyone being so supportive. My favorite part?  The role and company we each work for is just a part of who we are - it doesn’t define us or limit the way we collaborate and share. The OWA is truly a place to meet, grow, learn, be inspired and inspire others. I always joke that I am on a one-woman crusade to increase the number of female optometrists who are members of the OWA.  Being part of a group that supports the whole eyecare industry (including, but not limited to OD’s) has been so eye-opening (pun intended!) to me. I have learned the passion that each person brings to their role, job and company, and how many people are out there, united in their desire to help us be successful. I truly believe that if more optometrists were part of the OWA, we would have such a deeper appreciation and understanding of the industry as a whole, and feel even more supported.  If you have considered joining- now is the time! Written by Jennifer Stewart, OD Through The Eyes Of An Optician I joined the OWA when I was a new optician and looking to make connections. While I thought I’d simply be connecting with a few fellow opticians, I soon realized that I had tapped in to a diverse group of women who hold various roles within the industry. From the moment I joined, I felt welcomed and supported, quickly finding myself involved in both co-leading the OWA Membership Subcommittee for optometrists and opticians, as well as contributing to the Connection and Enrichment committee. With these committees, I’m doing two of the things I love the most: connecting with others and sharing the benefits of this incredible community with new and prospective members. But my experience with the OWA goes beyond just finding my place on the committees; it’s about the tangible benefits the OWA offers opticians at every stage of our careers. From networking opportunities and mentorship programs, to workshops and webinars, the OWA provides us with a wealth of resources designed to help us excel in our profession. One of the highlights of my experience with the OWA is the vibrant platform it provides for us to connect with peers, industry leaders, and influencers. Through a variety of events, conferences, and online forums, we exchange ideas, share insights, and cultivate meaningful relationships. As opticians, our direct contact with patients affords us unique perspectives that enrich these discussions and contribute to the better understanding of the role we play in the industry. Furthermore, knowing the value of guidance and support, especially early in our careers, OWA members are connected with seasoned professionals who eagerly offer mentorship. They provide invaluable insights and advice tailored to our needs, whether it’s navigating career trajectories, fostering work-life balance, or any number of other subjects. Our voices matter in shaping the future of the optical industry, and as OWA members, we have a platform to advocate for our profession. By actively participating in committees, advocacy efforts, and leadership roles, we amplify our collective voice. Ready to join a dynamic network of support and growth? Empowerment and community are at the heart of the OWA. Joining the OWA isn’t just about professional benefits; it’s about becoming part of a community that inspires and empowers us to excel in our careers and shape the future of our profession. Written by Judy Quinones, LDO, ABOC-AC, NCLE