We have put together a “Practice Series” which will include advice from doctors, opticians and administrative staff, on common and relevant topics that come with running a practice. Stay tuned for additional contributions each month! Previous Practice Series articles: Building Practice Culture Building Relationships with Sales Reps Managing Staff Shortages Improving Business with Analytics Carissa Dunphy, ABOC: Each practice will need to decide how they want to evolve—or not—along with technology as it continues to change. This could mean that you give everything you’ve got to evolving the practice or that you just give something a shot to see how it goes. I have definitely seen an uptick in telehealth visits (yes, even in optometry), inventories of optical online with virtual try-on, as well as advanced pretest and diagnostic instruments. There has also been a lot more practices with sub-specialties, like myopia management, dry eye treatments, or concierge optician services – I think these super specific targeted markets come with unlimited potential for increasing revenue and referrals. Even if you don’t have the latest and greatest at your office, be informed of what is available in the industry so you can respond to inquiries. Maintaining the standard above competitors is another factor to take into account; you wouldn’t want to lose business because you aren’t willing to consider something new. I’m not much of a visionary; my role as integrator is focused in the present and short-term future. However, I do believe ALL industries will benefit from focusing on people, profit, planet and productivity. Finding ways to elevate and build strong, trusting relationships with your vendors, partners and community. Culture should be paramount, its foundational support will ultimately reflect in your profit. Focus on what you do well, what makes you unique, who your target demographic is and market around that. Patients who love a personal touch will continue to support you if your services, care and quality products remain consistent. Create smarter systems that inspire learning and opportunities for everyone on your team, retaining talent and getting innovative with how you incentivize the people that work in your practice will serve full circle and for years to come. –Christine Maiello Dr. Sampalis: Optometry has a great future, we will see more females in leadership roles in our industry. Private practice will continue to thrive. We will start to see more young females look into co sublease as a career choice as well.  I like having the private practice and 2 commercial practices at Warby Parker. This hybrid model keeps things interesting and I think we will start to see more hybrid models in the future. The ever-changing world of Optical is super exciting to be a part of! We’re seeing more UV activated color change frames and frames that glow in blacklight and customizable bespoke eyewear. One of the last frames that I adjusted before leaving my full-time Optician position was a frame someone ordered online that had speakers in the temples, and there was gossip of the frames that were coming out with screens within the lenses. The technological advances in eyewear are going to be mind boggling! Smart contacts and eyewear will be something we all need training on in the future. Whether they are extremely popular or not we won’t know until they become easier to obtain! -Jesse Anderson, ABOC Melissa Rasband: I feel things will always be changing in the optical industry. I have been in the ophthalmic field for 16 years. Being forward thinking and everchanging is imperative. A company that is stagnant will not survive in the future. Being open to change and making the changes will improve your practice. The supply and demand is definitely going to increase over the next 5 years. I believe that online competition is going to significantly increase as well. Which is scary for us brick and mortar shops. While purchasing online is convenient, you are not truly getting the customized glasses that are available with seeing an in person optician. I believe that really educating your patients on why they should purchase glasses from an optical shop and trained optician. I’d love to see more women leading eye care tech creation in the next few years or decade. While a lot of tech is scary for our industry (ex: most of us are still struggling to figure out how to embrace virtual eye exams, virtual testing, etc.), I anticipate it’s the way of the future. The reality is we’ll need to get comfortable with the uncomfortable if we want to help our industry evolve and grow. –Mollie Tavel Where do you think our industry is headed? Let us know in the comments!

Vision Expo East will soon be live in New York City! The OWA is hosting 3 events during the conference. We welcome everyone to join us at one or more of these events to network with your colleagues and learn more about what the OWA has to offer. REGISTER FOR VISION EXPO EAST 2023 OWA Champagne Breakfast Celebrating Women in Leadership Date & Time: Thursday, March 16, 2023, 8:00 AM – 9:30 AM EST Location: Gotham Hall, 1356 Broadway, New York, NY 10018 Please join us at the spectacular Gotham Hall to celebrate our 2023 OWA award recipients: Karen Roberts (Zeiss): Pleiades Award Dr. Beverly Bianes (Pack & Bianes Vision Care Optometry): Pyxis Award Talia Bruno (De Rigo REM): Emerging Leader Award Celebrate these amazing women in an elegant setting while enjoying a champagne breakfast. Keynote speakers this year are three OWA presidents — past, present, and future — as they describe the extraordinary story of the OWA itself, which celebrated its 25th anniversary in 2022! Registration Details: Registration Deadline: Wednesday, March 8, 2023 Reserved Tickets Before 2/15/2023: $60 per individual member, $70 per individual non-member, or $600 per table of 10 Reserved Tickets After 2/15/2023: $75 per individual or $700 per table of 10 MORE INFO & REGISTRATION Annual Star Award Cocktail Reception & Networking Event Date & Time: Friday, March 17, 2023, 4:00 PM – 5:30 PM EST Location: Javits Center, OPTImum Lounge, Expo Show Floor, 429 11th Ave, New York, NY 10001 Please join us at the OWA Star Award Cocktail Reception & Networking Event! This event will be held in the OPTImum Lounge on the Expo Show Floor in the Javits Convention Center to allow easy access for all industry professionals. Network with members and non-members alike while enjoying cocktails from 4:00 PM – 5:30 PM. Although there is no charge to attend, your RSVP is greatly appreciated! Registration Deadline: Wednesday, March 8, 2023 MORE INFO & RSVP Career Zone Student Lounge Date & Time: Saturday, March 18, 2023, 2:30 PM – 4:00 PM EST Location: Javits Center, Booth F3162, 429 11th Ave, New York, NY 10001 From 2:30 PM – 3:00 PM The OWA will be moderating a presentation on Life, Work and Balance in the Eyecare Industry. The event will include five panelists from leading optical companies, including: MyEyeDr, National Vision, Vision Source, Walmart and Warby Parker. At 3:15 PM, the OWA will host an Ice Cream Social (the perfect afternoon pick me up!). The Career Zone Student lounge is open to students and young professionals from 10:00 AM to 4:00 PM on Saturday, March 18. NO RSVP REQUIRED Article written by Yvette Carranza

I love when things work out as planned. If we were to be honest with ourselves, who doesn’t? It’s great when things work out! It’s not so great when they don’t. Throughout life, we continue to learn that we can’t always get what we want, or our original plan might have to be adjusted to reach desired outcomes. And you might have to shift through plan A, B, C, D… (you get the point) to get there. I have held multiple roles both in and out of the optical industry. At one point, I oversaw managing a vendor conference with executives from multiple companies. One component of this event was a golf tournament fundraiser to support philanthropic programs. Everything was set, when suddenly four days before, there was threat of a hurricane that could impact the ability to golf. Either this fundraiser was going to be canceled, or I had to shift. After some brainstorming, I transitioned the golf tournament into a hurricane party – complete with games like ping pong and cornhole. We used alternatives for the golf competitions like Wii golf for the longest yard and bocce ball for closest to the pin. It wasn’t what anyone initially expected, and people poured out compliments about how much fun the event turned out to be. Work is one thing; personal life is another. While I’ve learned over time the benefits of being flexible, that skillset has been accelerated the past few years. I was one of the lucky people who had a March 2020 wedding planned. Utilizing my event planning experience, it had taken me just over a month from when we got engaged in November to plan our destination wedding. People were excited this milestone in my life was finally happening and the RSVP’s flooded in. Things were going great…and then, not so much. It started with calls from older relatives who were concerned about COVID and made difficult decisions not to come. I couldn’t believe what was happening. While planning a wedding is stressful enough, this added a whole new level of complexity. I cried a lot. My fiancé was very supportive and continued to rollercoaster with me. As our wedding day got closer, the two-week shutdown was announced. Since our venues were outdoors, they were willing to host our festivities. I started worrying about how our guests would eat throughout the weekend if restaurants were closed. One night I turned to my fiancé and said, “we might have to postpone our wedding” and instead of him telling me everything was ok, he responded “I think so”. I fell apart that night. The hotel called to tell me they were having a meeting to see if they were going to close and were checking if my wedding was still on. That was the breaking point. I told them “No, go ahead and close”. I had to shift. Instead of wallowing, I took action. Throughout the next few months, I worked with my vendors to reschedule – not once, but twice because information kept changing. I never thought I’d have to plan my wedding 3 times! In the end, my husband and I ended up getting married on our original date of March 28. We rented a large house to space out, and our families came to town. My brother, who was supposed to be our officiant, didn’t come because his wife was pregnant, and they were concerned about health risks. Before it was popular, we decided that he could officiate our wedding over video. When I told my fiancé, he said, “this isn’t what you wanted” and I exhaustedly responded, “none of this is how we wanted it.” That weekend was odd and also very unique and special. We catered the food for the weekend, I did my own hair and makeup, and I had to make my own wedding cake. The goal was to marry David and I did. We decided to stick with our re-re-scheduled wedding celebration date for August 2020. We ended up with about half of the people we originally had planned for as others were still concerned with COVID risks. We had to shift our celebration to a Friday which allowed us to organize a group to go river rafting the next day and have a fun casual dinner that night with friends and family. This shift gifted us with more quality time with everyone who was there to celebrate with us. In a time that nothing was happening, our wedding weekend gave people a chance to do something that seemed normal. We all needed that. Living through the times where shifting is necessary can be uncomfortable. Hindsight now brings amazing memories of that time. I now have two anniversaries, which is a bit tricky to keep track of. In 2021, I became a mom. Those who have experienced parenthood can think of many examples of how you navigate changes and shift every day. Many things I plan, or hope will happen, like taking a shower, don’t work out. It takes a lot more time now to get chores done or run errands. I triage the things that need to happen and allow other things to stay on my to-do list a little (or a lot) longer. If I allowed myself to be frustrated or disappointed with every plan that doesn’t happen, I’d be miserable. I’m not saying that I don’t get frustrated, it’s just that I choose to focus on the bigger picture like making sure everyone is fed and that I get to enjoy snuggles and play time. I know this stage won’t last forever. I’m not perfect at it, but things that would have driven me crazy before just don’t seem as big of a deal. My challenge to everyone is to learn how to shift and become comfortable with it. Focus on what’s important and be open minded as to how and when you reach your goals. And if it happens that your goals shift in the midst of the journey, accept it. Written by Kristen Reynolds Hopper

March is Women’s History Month — what would be a better way to honor and celebrate the extraordinary contributions of the women in our field than by highlighting a few of their stories. Let’s celebrate the influence of women in optics and look forward to how females will shape the future of our industry. The “glasses ceiling” has been a tough one to break through. Historically, STEM activities have higher male representation, and the technical aspects of optics are no exception. However, when researching women in optics, several stand out, and their contributions shaped our field and translated to others. For example, that 60-inch TV in your living room or that fancy camera which produces crisp, clear images of your pet… All made possible by 200 pages of HANDWRITTEN calculations by Dr. Estelle Glancy (1883-1975)! I’ll bet you didn’t know that much math was involved in your Snapchat selfie! Dr. Glancy’s work also contributed to advancements in telescopes and eye exam equipment and was even used in military optics. You can also thank her for your Lensometer, as she developed the first one.  In 1923, she filed a patent on the first progressive lens, although it would be almost fifty years until they became the standard for presbyopic patients. Modern progressives are based on her initial design and research. In 2018, Donna Strickland was awarded a Noble Prize in Physics, for her work primarily focusing on lasers. Along with her partner, Gerard Mourou, they worked to increase the intensity of lasers by spacing out the pulses, allowing more power to get through without breaking the laser itself. The technique called chirped pulse amplification (CPA) has become essential in the medical field. The technology they created is used in medical imaging, industrial machines, and corrective eye surgery. In an article from the Guardian, Strickland said, “I don’t think of myself as a woman in science. I see myself as a scientist.”  When Strickland graduated from her bachelor’s program in engineering, she was one of only three women. As a professor at Waterloo, and a member of several boards, she is working to change those numbers by bringing more women into the department, and her daughter is studying astrophysics. Patricia Bath (1942–2019) became the first Black woman Ophthalmologist in the U.S. in 1973. She was also the first Black female doctor to receive a patent for a medical invention, the Laserphaco Probe — a laser that removes cataracts in a minimally invasive way with little risk. In 1975, she was the first female faculty member in the ophthalmology department at UCLA. In 1976 she co-founded the American Institute for the Prevention of Blindness. This organization went on to establish eyesight as a fundamental human right. Dr. Ella Gertrude Smith Ayer Stanton Jones (1863-1931), better known as Dr. Gertrude Stanton, became the first licensed female Optometrist, in 1899. Stanton eventually opened her optical store and employed her daughter to create a women-run business. Dr. Molly Armstrong (1874-1964) soon followed Dr. Stanton as, the first licensed female Optometrist in Texas, who helped pass the first optometry laws in Texas and took leadership roles in several optometric associations. It was largely through her efforts that the first optometric professional liability policy was made available to optometrists nationwide, and she became a trustee of the American Optometric Association. Just 13 years after Stanton and Armstrong were licensed (1912), there were 500 female Optometrists. In 1968, only 2% of the active optometrists were female. Female enrollment in Optometry schools has continued to grow, according to Women in Optometry, the Class of 2025 is 71% female. This number is expected to rise in future years. Take a look at some key moments for women in optics: 1899: Gertrude Stanton and Molly Armstrong become the first licensed female Optometrists 1912: 500 female Optometrists are licensed (2%) 1920: Dr. Mae Booth-Jones becomes the first female president of an optometry school 1923: Dr. Estelle Glancy patents first progressive lenses 1973: Patricia Bath becomes first Black female Ophthalmologist in the US 1975: Patricia Bath becomes first female faculty member at UCLA’s Department of Ophthalmology 1975: Patricia Bath patents the Laserphaco Probe1976: Patricia Bath co-founds the American Institute for the Prevention of Blindness 1993: Dr. Joan Exford becomes the first female president of the AAO 2011: Dr. Dori Carlson becomes the first female president of the AOA 2013: Dr. Jennifer Smythe Coyle becomes the first female president of the Association of Schools and Colleges of Optometry 2018: Donna Strickland wins Nobel Prize in Physics 2021: 45% of Optometrists were female Now: 71% of those enrolled in Optometry school are female Written by: Nicole Joli

Next week during the annual OWA Champagne Breakfast and kick-off for Vision Expo East, Karen Roberts (Carl Zeiss International) will receive the Pleiades Award, Dr. Beverly Bianes (Pack & Bianes Vision Care Optometry) the Pyxis Award, and Talia Bruno (De Rigo REM) the Emerging Leader Award! Read on to learn more about the individuals who exemplify a passion for promoting the role of women in our industry. 2023 Pleiades Award Recipient: Karen Roberts, Carl Zeiss Vision International As far as women leaders go, Karen has given so much to our industry. She is in a global role with Carl Zeiss Vision, is a true leader, and has pushed the Vision Council, and therefore, the industry forward. She delivers outcomes and is well respected. What does winning this award mean to you? It was a surprise and a delight to win this award since I’ve always been passionate about women having a voice and feeling empowered to carve their own path without bias or favor. What motivates you at work or on a personal level? People. Working within a team to shape outcomes and create impact. At work, I love the impact we make on the quality of people’s lives through good quality eyecare and eyewear. What piece of advice, person or event has impacted you in the past? Re: impactful advice; Stay focused on the job to be done, and be prepared and persistent in getting it done. Re: impactful person; My dad has had a big impact on my career – he’s a very good listener, a deep thinker and an unemotional sounding board. What is one piece of advice you would want women to hear today? Don’t be your own worst critic. There are plenty of others lined up to judge you, so back yourself to win and give it your best shot.  If it doesn’t work the first time, go back and try again. What are you looking forward to in the future (personally, professionally or for the OWA)? Even more diversity and inclusiveness in our industry … and technology transformation. Both important enablers for better outcomes in preventative healthcare, more empathetic services and smarter solutions for people in need. Read more about Karen Roberts and the Pleiades Award 2023 Pyxis Award Recipient: Dr. Beverly Bianes, Pack & Bianes Vision Care Optometry Beverly received numerous nominations for this award. She has been a passionate and active supporter of the OWA. As the Vice Chair of the Events Committee, she draws crowds to our events, and creates engagement by giving her personal time and attention. Beverly has connected the OWA with inspiring keynote speakers and brought ideas to life. What does winning this award mean to you? Being involved with and doing work for the OWA has brought me so much joy. Receiving an award from an organization that I believe in is so special to me. My heart is full in knowing that my contributions have made a difference in helping women feel connected and supported. What motivates you at work or on a personal level? The relationships that I build with patients, the community, and my employees. What piece of advice, person or event has impacted you in the past? A virtual event given by Jamie Kern Lima, Founder of iT Cosmetics.  She said, that “Rejection is God hiding your true value because they were not part of your destiny.” This taught me that in the midst of my turmoil came my clarity, I was not rejected just redirected, selfcare to love the person I am, that I don’t have to prove my worth.  I just need to find a place that appreciates my gifts. What is one piece of advice you would want women to hear today? Dig deep to get clarity on what is important in life, career, and relationships.  Focus on your talents and passion and share it.  The more you give yourself away, the happier you’ll be. What are you looking forward to in the future (personally, professionally or for the OWA)? As a look forward to my fourth quarter of my career I want to finish strong with no regrets.  Be open to what can be. Read more about Dr. Beverly Bianes and the Pyxis Award 2023 Emerging Leader Award Recipient: Talia Bruno, De Rigo REM As a member of the OWA Professional Development Fund Committee, Talia has taken action and moved ideas forward. She is an up-and-comer in the making! Talia leads through example, as she seeks to inspire the next generation of female leaders in the optical industry. What does winning this award mean to you? Outside of feeling honored, receiving this award is an uplifting experience for me as it demonstrates my leadership qualities, volunteer work and overall work ethic is recognized and valued. Active participation in helping others succeed both in and outside of the OWA through mentorship has allowed me to contribute to the optical industry and to the growth of future leaders.  The work being done in the OWA has been so fulfilling without need of recognition. With that said, there is no better feeling than industry leaders and fellow peers validating the various projects I had been involved in. This award reiterates that I am one of the many females changing the industry in a positive way by encouraging women around me to be the best that they can be. What motivates you at work or on a personal level? I am motivated by challenges and building from the ground up.  For some reason when proposed with a challenge, it ignites me to research and figure out a solution.  Helping others is also motivating as I truly believe that if I can do it, then anyone can do it and I am happy to share my tactics with fellow working moms. What piece of advice, person or event has impacted you in the past? In the earlier part of my career, I had received what I thought at the time to be a negative evaluation and perception of my character from my direct report.  The experience inspired me in a positive way to work harder on myself and make the necessary changes which has made me the leader that I am today. What is one piece of advice you would want women to hear today? I apologize as I cannot just give one piece of advice.  I will share what I tell those that I mentor, careful to not fall victim to self-criticism as we can be our worst enemy.  We have the power within us to accomplish anything if we truly love ourselves.   We are responsible to be our biggest cheerleader as we will face criticism and jealousy while on our path.  Start the day with positivity via self-affirmations and journal your goals (short and long term) and make it a point to stay stimulated by learning something new.  In the age of technology, information is at our fingertips.  Make yourself a priority and always treat others the way you want to be treated.  What we put into this world, is what we will get out of it. What are you looking forward to in the future (personally, professionally or for the OWA)? I look forward to many things in the future.   From celebrating my peers of the OWA at future ceremonies, to one day attending an award banquet that will honor a mentee of mine. Finally, to continue to grow the OWA ambassador program by bringing inspirational speakers and having them share their knowledge that will further nurture and strengthen female leaders. Read more about Talia Bruno and the Emerging Leader Award Inspired by these women? Leave your comment below! Article written by Courtney Myers

When you think of fashion accessories, you probably think of necklaces, purses, scarves, or earrings, but eyeglass cases…that’s probably one of the last things that comes to mind. When most people buy a new pair of glasses, they use the case provided at pick-up, and never give it a second thought. Honestly, a lot of consumers probably don’t even know that upgraded eyeglass cases are sold as a retail item.  Free giveaways or eyeglass vendor provided cases seem to be the standard today.  While these get the job done, with a quick online search or a stop at your local optical retailer, your case game can completely change; and you can walk away with a new fun accessory for less than the cost of your morning breakfast. Luckily in today’s fashion-forward market there is definitely a stylish case for everyone, regardless of their personal style or preference! If You’re Always On The Go Someone always on the go is looking for something that is compact yet holds everything they need. This case is two sided and allows the on the go person to easily transport glasses and contacts in one case. This is ideal for everyday travel or a trip. Cases like these are great for trips since they allow multiple pairs of glasses or sunglasses to be taken, but don’t take up as much space as single cases would. Trend Conscious Those who are trendy don’t want to be tied down to something basic. They are looking for a print or pattern to match their mood, outfit, the season, or the latest Tik Tok trend. This retro print is perfect for the upcoming warmer months and would be best paired with a pair of round or geometric shaped frame which can really bring the whole 70’s vibe together. Florals are always a crowd pleaser.   A mix of colors like the one here, allow the trend conscious to pair their case with a variety of different accessories. Eco-Friendly The eco-friendly one likes new things, but only if they aren’t wasteful.  Lucky, sustainability is huge in the optical scene right now. Cases made of recycled materials like cork or plastic is where the world is headed — they make a positive impact on the environment along with the fun of a stylish new accessory. Classic The classic stylist wants their case to be cute and will switch it up occasionally. They like quality and will seek out a case that is a step above the free case given away at most optical retailers.  They seek versatility and detail. Cases like these are subtle yet offer just a little something extra, whether it be a cute image of a pair of glasses on the cover, or classy stitching, they offer just a little something extra which will excite anyone into purchasing a new one. *The above links and photos are meant for reference only and are in no way meant to promote product from any specific retailer or vendor Written by Heather Bethel

Digital marketing is a key tool for opticians and eye care professionals to reach potential customers and stay ahead of the competition. With over 5 billion people online in 2023, you have access to an incredible number of consumers—use it! While traditional marketing still has its place, online marketing provides added accuracy and detailed analytics to ensure your efforts are being used efficiently. With so many users online at all hours, digital marketing means it’s easier than ever to be in the right place at the right time. Why Market Your Business Online? Whether you’re a family-run, local optical boutique or a larger practice that’s growing, online marketing tactics give you an opportunity to compete with the big guys. Perhaps the most significant benefit of online marketing is that it’s dynamic and versatile—you can reach people in any place, change your ads whenever you like, and invest as much or as little as you feel comfortable with. What You Miss Without Online Marketing Digital advertising offers the benefits of detailed analytics. This gives you information about who is seeing your ads and how often they’re leading people to your website, opening a well of information that traditional print ads can’t give you. With analytics at your fingertips, you can easily track how well your ads are doing, what kind of return you’re getting, and adjust your approach as needed. The Basics of Digital Marketing Digital marketing usually begins with a website. You have a physical address where people can find you—think of your website as your cyber location. This is the first point of contact for many, so having a professional, easy-to-navigate website that your customers can trust is essential. On average, your audience will make a judgment about your website within the first second of viewing. That means good design is important, and so is high-quality content. Your website should act as a resource for your customers—whether you’re selling glasses and contacts online or simply sharing basic information about your business, your website should offer something valuable to your target audience. Once you have a website you love, you can start working on marketing strategies to make your website visible, drive traffic, and share what makes you stand out. Opportunities for Online Marketing One of the best things about digital marketing is that there are many ways to do it. You can promote your business through a variety of strategies, including content marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) ads and more. Content Marketing Content marketing is the process of creating and sharing content to engage with potential customers, build relationships, establish authority and drive traffic. The content you create could be a blog (like this one!) that provides value to your customers by sharing useful info, an email campaign or even the copy on your website. SEO SEO is the process of optimizing a website to improve its rankings in search engine results pages. Techniques like keyword research, content optimization, link building and technical optimization can be used to boost visibility and organic traffic from search engines. SEO can help level the playing field for businesses of all sizes, as anyone can use it to compete and potentially reach the top spot on Google when someone searches for their product or service. Social Media Marketing Social media marketing is a great way to promote your products, reach potential customers and foster brand loyalty. It involves creating visual content that resonates with users, but it’s also a great place to use targeted advertising campaigns. With platforms like Facebook, Instagram and TikTok, you have the opportunity to reach a wider audience and build relationships with your customers. PPC Ads With PPC advertising, you can bid on keywords relevant to your industry and target potential customers actively searching for them. When the keyword is clicked, you pay for the click—hence the name. This cost-effective marketing tool helps drive targeted traffic to pages on your site, which can be tracked with analytic tools like Google Ads. Progress Over Perfection If you’re only just beginning your foray into digital marketing, the options may seem overwhelming. No matter where you’re at on your marketing journey, remember that choosing the perfect strategy is impossible, so prioritize taking the first step. Even making small changes, such as creating or refreshing your website, can make a big difference. There are plenty of online resources and agencies that can help you understand the various marketing strategies available, so don’t be afraid to explore your options. With some simple campaigns and tactics, you can help your business stand out from the competition. Written by Tyra Rexin

Last year, I became a frame rep and a common issue that I hear from offices that I visit is the need to find and keep employees on their team. I have spoken to several of my fellow colleagues and others that I know in the optical industry, and they have shared the same complaints. Since I have an extensive background managing various optical dispensaries, and I was successful with retaining a happy team, I want to share with others what I have learned. Take Your Competition Seriously If you plan on maintaining a satisfied team, learn from others in the industry. You can learn a lot by simply looking at Help Wanted ads, and I would encourage you to visit offices and/or make phone calls to get further details about paid time off (PTO), work schedules, continuing education, and work advancement opportunities. Think of this as a fact-finding mission to serve your team better! Know Your Team In addition to knowing your competition, you need to have one-on-one time with each of your team members regularly. Check in with them and, most importantly, get to know them better. You will learn what motivates each person and this may vary for each individual. There may be some common factors, but each person may rate those factors differently. Some will be driven by constant challenge, while some will seek continuing education. Others may want bonuses, need praise and/or be critiqued often, and some simply want a generous and easy to use vacation benefit. You may wonder how you would manage all of these differing needs — honestly, it becomes easy when you know what each person wants rather than guessing or assuming what they need to keep them satisfied. This also creates a culture of ‘we are all in this together’ and it makes working together more rewarding and enjoyable. Have you ever walked into a store or place of business, and everyone seems miserable? It’s most unpleasant and I find myself leaving without giving my business to them. Hold the Same Standards If you desire to keep your team together and happy, you must hold everyone to the same standards. These standards or measures should be achievable by all, regardless of their experience or knowledge. Allow your teams to distribute daily tasks within their team structures and provide guidelines if needed. The worst thing you can do as a leader is micro-manage — this will lead your team to believe that you do not trust them or that you do not believe in their skills. After all, you did hire them, and you do not have time to perform their duties in addition to your own. Have Fun! Lastly, find opportunities to have fun together. Have luncheon potlucks to enjoy good food together. Celebrate birthdays. Suggest that everyone bring in a baby picture that will be on display and have a contest to see who can guess the most correct team members. You may want to try an after-work hours activity – bowling, a charity event, paint & sip parties. Be creative! I hope I’ve given you some new ideas to try or confirmed that what you are doing is on track. Written by Jill Kielas

What is the secret ingredient to success in the workplace?  What if I told you that creating goals for your team can help motivate your staff and help you in your business? Goals combat complacency and motivate the workforce when applied properly. Motivated employees want to be challenged but also want to know they are meeting expectations. Identify Goals When you first look at setting goals for your team, you will want to identify challenging but attainable goals.  For example, if you give your team a quarter to complete a set of goals, you do not want them to be able to complete their goals in the first two weeks.  On the other hand,  while goals need to be challenging, they should also be achievable within the given time frame. Your employees will feel accomplished and at the same time, you have elevated your organizational needs. Align Goals When you look at creating goals for your team, first look at overall company objectives; You want to set goals aligned with company goals. For example, if you have a company goal of adding one hundred new accounts for the quarter, assign each team member a specific number of new accounts to add, contributing to the overall objective. Monitor Progress It’s important that you monitor your team’s progress.  If this is a company goal that everyone is working towards, keep track on a bulletin board where everyone can see how the plan is progressing.  If these are individual goals, consider biweekly touch bases to see how your team is progressing, address any obstacles they have encountered, or celebrate their successes.  When you approach the goal deadline,  you will want to take time to review how the team performed. Motivation One advantage of setting goals is that it will help motivate your employees.  It helps everyone work toward a shared vision and feel invested in the company’s success.  Setting goals also allows you to quantify success.  Who on your team needs more training?  Who are your rock stars?   Some of the most important factors to identify are your team’s strengths and weaknesses. This is a powerful tool when you have projects in the future and begin to assign tasks. Keeping track of your team’s goals helps keep your team accountable to the overall company objectives. Written by Tracy Neal

We’ve been stuck inside during the winter months glaring at our screens and we’re finally ready to break through the winter blues and celebrate the warmth of the sun. Summer months are right around the corner and UV light can impact our eye health. Ultraviolet Awareness Month is an annual observance May 1-31 that aims to raise awareness about the importance of eye health, and to encourage people to get regular eye exams and take steps to protect their vision. How Are Blue Light And Ultraviolet Light Rays Related? Blue light (from our computer & phone screens) and ultraviolet (UV) light are both types of electromagnetic radiation that are present in sunlight and other sources of light. However, they differ in their wavelengths and energy levels. Blue light has a shorter wavelength and higher energy than UV light, which means that it can penetrate the eye more deeply and cause more damage to the retina. Prolonged exposure to blue light can contribute to eye strain, fatigue, and other vision problems, as well as disrupt the body’s natural sleep-wake cycle. UV light has a shorter wavelength than blue light and is invisible to the human eye. Overexposure to UV light can damage the eye’s surface and internal structures, leading to conditions such as cataracts and age-related macular degeneration. While blue light and UV light are distinct types of radiation, they can both contribute to eye damage and vision problems if not properly managed. It is important to take precautions to protect your eyes from both types of radiation, such as wearing blue-light and UV-blocking sunglasses while limiting exposure to electronic devices that emit blue light. Are Women More Affected By Ultraviolet Light Or Blue Light? Both men and women are affected by both ultraviolet (UV) and blue light exposure, and the potential risks and effects of these types of radiation are similar for both genders. However, women may be more susceptible to certain eye conditions that can be caused or worsened by UV and blue light exposure. For example, women are more likely than men to develop age-related macular degeneration (AMD), a condition that causes damage to the macula, the part of the eye responsible for central vision. UV and blue light exposure have been linked to an increased risk of developing AMD, and studies have suggested that women may be at greater risk for developing the condition than men. Additionally, women may be more likely than men to experience dry eye syndrome, which can be exacerbated by exposure to blue light from electronic devices. Hormonal changes during pregnancy, menopause, and certain phases of the menstrual cycle can also affect tear production and make women more susceptible to dry eye symptoms. Overall, both men and women can benefit from taking steps to protect their eyes from UV and blue light exposure, such as wearing UV-blocking sunglasses, using blue light-blocking glasses or screen filters, and taking regular breaks from electronic devices. However, women may need to be particularly vigilant about protecting their eyes and managing any existing eye conditions that can be worsened by these types of radiation. Is CDE Related To Ultraviolet Light? Chronic dry eye syndrome, also known as dry eye disease, is a condition where the eyes do not produce enough tears or the tears evaporate too quickly, resulting in dryness, discomfort, and inflammation of the eye surface. Ultraviolet (UV) light exposure can exacerbate the symptoms of dry eye syndrome, but it is not considered a direct cause of the condition. UV light can cause damage to the surface of the eye, leading to irritation and inflammation, which can worsen the symptoms of dry eye syndrome. In addition, UV light exposure can increase the production of free radicals, which can damage cells and tissues in the eye, leading to oxidative stress and inflammation. To protect the eyes from UV light, it is important to wear sunglasses or other protective eyewear when spending time outdoors, especially during peak UV exposure times (between 10 am and 4 pm). It is also important to use artificial tears or other lubricating eye drops to help alleviate the symptoms of dry eye syndrome. If you are experiencing chronic dry eye symptoms, it is recommended to consult with an eye doctor or healthcare provider for proper diagnosis and treatment. How Do doctors Talk To Patients About UV And Blue Light? Eye doctors typically discuss the potential risks of both ultraviolet (UV) and blue light exposure with their patients. They may explain that UV light exposure can cause damage to the eyes, including cataracts, macular degeneration, and other eye conditions. They may recommend that patients wear UV-blocking sunglasses or contact lenses to protect their eyes when they are outside, especially during peak UV exposure times. When discussing blue light exposure, eye doctors may explain that prolonged exposure to blue light, especially at night, can interfere with the body’s natural sleep-wake cycle and lead to eye strain, fatigue, and other vision problems. They may recommend that patients use blue light-blocking glasses or screen filters to reduce their exposure to blue light from electronic devices. Overall, eye doctors emphasize the importance of protecting the eyes from all types of harmful radiation, including UV and blue light. They may also recommend regular eye exams to monitor eye health and detect any early signs of eye damage or vision problems. Do Clinical Trials Impact Women’s Eye Health? Clinical trials can have an impact on women’s eye health, as it can help to raise awareness among researchers and healthcare providers about the unique eye health concerns that women may face and to encourage women to get regular eye exams and take steps to protect their vision. For example, clinical trials may need to enroll a certain number of women to ensure that their findings are applicable to both men and women, as certain eye conditions may affect women differently than men. Additionally, clinical trials may need to take into account hormonal changes that occur during a woman’s menstrual cycle, pregnancy, and menopause, as these changes can affect eye health. By promoting awareness and education about women’s eye health researchers and healthcare providers can work to ensure that clinical trials are inclusive of women and consider the unique factors that may impact their eye health. This can help to improve the overall quality of research and treatment options available to women for various eye conditions. Written by Lynne Becker

Each year, OWA members get to choose one book from the curated selection as benefit of their membership. Not only is this is one of the most valued OWA member benefits, but we also learn which books industry leaders are reading and recommending. Balancing professional development and growth is important to your continued career success. Making time to read and focus on your development can help you to learn new ideas or concepts, spark creativity, expand your vocabulary, and broaden your perspectives in a variety of areas. This year there are 3 diverse choices to select from: Smart Brevity: The Power of Saying More with Less By Jim VandeHei, Mike Allen, and Roy Schwartz Brevity is confidence. Length is fear. This is the guiding principle of Smart Brevity, a communication formula built by Axios journalists to prioritize essential news and information, explain its impact and deliver it in a concise and visual format. Now, the co-founders of Axios have created an essential guide for communicating effectively and efficiently using Smart Brevity. Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results By Rob Biesenbach This book offers a practical roadmap to crafting and delivering more powerful, persuasive stories that you can use to get more of what you want out of your career and your life. Study after study confirms that stories have unparalleled power to break down walls, build trust, and influence people to act. More than facts and data alone, stories are fundamental to capturing and expressing our ideas, wishes, and beliefs . . . and getting the results we want. The right story can help you: nail a job, interview, earn a raise, close a sale, build trust with an employee or colleague, strengthen relationships with customers, become a more comfortable networker, win over a skeptic, rally a team, align people with a strategy, promote your brand, raise a toast, deliver a eulogy, and more. She Thinks Like a Boss: Leadership: 9 Essential Skills for New Female Leaders in Business and the Workplace. How to Influence Teams Effectively and Combat Imposter Syndrome By Jemma Roedel Discover how to become an effective woman in leadership — even if you’re shy, avoid conflict at all costs, or lack confidence. Do you find it difficult to express yourself during work meetings without being hostile or apologetic? Perhaps you’re tired of coming home feeling frustrated because you didn’t speak up at the meeting, or maybe you feel as though, no matter what you try, people just walk all over you. Are others getting promoted, given better assignments, and enjoying pay raises even though you know your skills and results are just as good, if not better? In She Thinks Like a Boss, here’s just a fraction of what you will discover: What successful women in leadership are doing — and how you can copy them What imposter syndrome is, and how to FINALLY defeat it Essential strategies for overcoming the fears that are holding you back Why having a great team is the foundation to every business success (and how to build yours) A blueprint for optimizing your team and the outstanding results it can produce The 4-step communication model for setting strong boundaries The rules of negotiation — and how to use them to get what you deserve Which book will you be selecting this year? If you have not yet ordered your book, log in to your OWA account and place your order here.  Make your selection before Monday, August 15, 2023.

Mentoring is an essential part of personal and professional development. It’s a relationship in which an experienced and knowledgeable person guides and supports another person in their growth and development. Mentoring can provide valuable insights, knowledge, and support that can help you succeed in your career. Finding the right mentor for yourself can be challenging, but beneficial. Here are a few steps to help you find the right mentor: Identify your goals: Before you start looking for a mentor, you need to identify your goals. What do you want to achieve? What skills do you need to develop? What challenges are you facing? Having a clear idea of what you want will help you find the right mentor who can help you achieve your goals. Review your current networks or associations: Look for mentors who have a similar career path and leverage the Optical Women’s Association (OWA). You can find potential mentors through the OWA by searching the member directory, joining a committee, and attending networking events. Research potential mentors: Once you have identified potential mentors, research them. Check their LinkedIn profiles, read their blogs, and follow them on social media. This will help you get a better idea of their background, experience and expertise, to determine if that person is a good mentor-match for your own goals. Make the connection: Once you have identified potential mentors that seem like a good fit, reach out to them. You can start by sending them an email, introducing yourself, and explaining why you are interested in their mentorship. Be clear about your goals and how you think they can help you achieve them. Asking someone to be your mentor can be intimidating, but essential to your growth and development. Here are a few tips to help you ask someone to be your mentor: Be clear about your goals when you approach someone to be your mentor, and be clear about why you think they would be a good fit. Explain what you hope to achieve through the mentoring relationship. Show your commitment to the relationship by being prepared, following through on commitments, and taking the initiative. Be respectful of their time: Remember that your potential mentor is likely busy, be clear about the time commitment you are asking for and be flexible in scheduling meetings. A mentor can help you be more successful in your career in many ways. Here are a few examples: Provide guidance and support: A mentor’s insights and knowledge can help you navigate your career path and identify your strengths and weaknesses, develop new skills, and overcome challenges. Share knowledge and expertise: A mentor can provide insights into their industry, offer advice on specific projects, and share their own experiences and lessons learned. Expand your network: A mentor can introduce you to new people and connect you with colleagues, industry experts, and potential employers beyond what you can reach on your own. Mentoring someone is a rewarding experience that requires patience, dedication, and a willingness to share your knowledge and expertise. What a mentor provides: You should provide your mentee with guidance, support, and encouragement. Schedule regular discussions to answer their questions, provide feedback, and offer advice on their career path. Developmental skills: You should also help them identify their strengths and weaknesses and set goals. It’s important to be a good listener and provide constructive feedback that is actionable. Be a positive impact: A mentor is a role model and leads by example, demonstrating the qualities and behaviors that you want your mentee to emulate. Remember, asking someone to mentor you can be intimidating, but it’s a crucial step in your personal and professional growth. Don’t let fear hold you back from reaching out to potential mentors who could provide valuable guidance and support. If you’re not sure where to start, consider the power of the OWA. The network of the members provide resources and opportunities for women in the optical industry to connect with mentors and build relationships with other professionals. With the right mentor and support network, you can achieve your goals and take your career to the next level. Written by Mikki Collins