Archives de l’auteur : Envision Magazine

Free-form and Function

Publié le par

By Brian P. Dunleavy

Brian Paul, OD, considers himself a “picky” patient. That’s why the optometrist at Brantford Medical Centre in Ontario believes in the enhanced vision offered by free-form lenses.

“I’ve been wearing them for years,” he says. “Recently, I had some lenses made from another material and when I looked through them, I felt like I was in a fishbowl. Now that I’ve been wearing free-form lenses for a while, I won’t go back to anything else.”

So-called free-form or digital lenses – sometimes referred to as wavefront or high-definition lenses – have been generating a buzz in the optical industry for several years. The technology incorporates multiple measurements – which, depending on the lens design, include pantoscopic tilt, vertex distance and near viewing distance, along with the patient’s prescription and pupillary distance – into the surfacing process to generate a customized visual field that reduces peripheral distortion and aims to recreate the “natural vision” of the wearer’s eyes.

Historically, those with high plus or high minus prescriptions have benefitted most from what optician Rosemary Coleman, owner of Rosemary’s Optical Shop in Brockville,ON, describes as “the bigger visual field” of free-form lenses. However, the potential wearer population for this still relatively new technology continues to expand to include patients across the Rx spectrum, according to David Watson, an instructor at the BC College of Optics in Surrey.

“I actually have had mine for about a year now – and I am a -2.50D,” he says.

According to Dr. Paul, approximately 60 per cent of the eyeglass prescriptions he dispenses in his practice feature free-form lenses, including as many as half of the single-vision eyeglass wearers. “I see free-form as the future of single-vision lenses,” he says. “I know not everyone sells them and that a lot of people are concerned about the cost, but the edge-to-edge clarity really makes a difference.”

In addition to providing all eyeglass wearers with increased clarity, free-form lenses can offer unique function to single-vision wearers with specific needs. Recently, Coleman fit a long-time client and avid hunter with free-form single-vision distance lenses that he could wear while engaging in his weekend hobby.

“He was super-impressed with the free-form progressives that he wore day-to-day,” she recalls. “We gave him a free-form single-vision lens at +7.00D safety thickness that he could use for shooting. He came back and told us they were perfect. He could see well throughout the lens, even on the periphery.”

This enhanced performance has led lens manufacturers and optical laboratories across Canada to expand their free-form product offerings in clear and photochromic – in both progressives and single-vision; a leading manufacturer offers performance sunwear in the technology as well. However, not all free-form or digital designs are alike. Some feature an atoric front surface while others are fully optimized using position of wear and/or biometric data. Thus, eyecare professionals should try out free-form lens designs themselves before they start dispensing them. Drs. Paul and Coleman both emphasize this point, and Watson, who has studied the technology in order to pass along insights and dispensing suggestions to his students, says his own wearing experience gave him the most information.

And, as with any premium product, it is up to the eyecare professional to sell patients on what sets the product apart – both in terms of quality and price. Coleman says patients may not grasp all the aspects of the lens design; they just need to understand that the technology offers the closest thing to customized lenses available in spectacles.

“I always say to patients, ‘If you were buying tires, would you want tires from Michelin or tires from Wal-Mart?” notes Coleman. “It’s an easy choice. The quality of the product is there with free-form lenses. Now it’s about educating patients as to the benefits of the technology.”

Google Glass: A Scary and Amazing Invention

Publié le par

By Paddy Kamen

There’s little doubt that Google Glass is amazing, but does it place the wearer and those around her at risk?

What is it? 

Google Glass is a wearable computer system: an eyeglass-style frame with a wireless computer attached, complete with camera and microphone. It was recently released in beta version to a select group of people. It can be worn without lenses or with them, and Google is apparently in discussion with several eyeglass manufacturers about models for people with vision correction needs. The computer sits on the right temple and the visual display and camera on the right upper lens area.

What’s Amazing About it?

Glass provides a translucent viewing screen just above the wearer’s field of vision, so you can see data and visuals projected, while still being able to see through it. So, for example, the screen could act as a GPS while you are driving, it can project information about your flight departure time while you’re on the way to the airport, or let you know where you can find a grocery store nearby.

The device is voice activated. In the video released by Google[1], wearers say to the device, ‘O.K. Glass… what is the temperature?’ or ‘take a picture’, or ‘where am I?’ But, like a smart phone, Google Glass also pushes data that it thinks you want.

Glass can also be used as a camera that films whatever is in front of you so you can participate in the action, while sharing it live with friends and also recording it for later viewing.

How is it Scary? 

Steve Mann is known as the father of computer vision systems. The University of Toronto professor of electrical and computer engineering created his first computerized vision system when he was still in high school back in the 1970s. He has continued to invent in the field and wears his own device, which is more sophisticated than Google Glass, most of the time.

Mann has some interesting things to say about Glass in an article on the IEEE Spectrum site.[2] He writes:

My concern comes from direct experience. The very first wearable computer system I put together showed me real-time video on a helmet-mounted display. The camera was situated close to one eye, but it didn’t have quite the same viewpoint. The slight misalignment seemed unimportant at the time, but it produced some strange and unpleasant results.  

And those troubling effects persisted long after I took the gear off. That’s because my brain had adjusted to an unnatural view, so it took a while to readjust to normal vision.

He goes on to identify other possible effects on vision:

These systems all contain lenses that make the display appear to hover in space, farther away than it really is. That’s because the human eye can’t focus on something that’s only a couple of centimeters away, so an optical correction is needed. But what Google and other companies are doing – using fixed-focus lenses to make the display appear farther away – is not good.

Using lenses in this way forces one eye to remain focused at some set distance while the focus of the other eye shifts according to whatever the wearer is looking at, near or far. Doing this leads to severe eyestrain, which again can be harmful, especially to children.

Dr. Ralph Chou, Professor Emeritus at the University of Waterloo’s School of Optometry, has concerns about the attentional capacity of Google Glass wearers.

“I wonder if you would have the same kind of attention deficit using this device when driving as you would when texting or phoning. Also, if you are locked into looking at an image within part of your field of view, will you be paying attention to whatever else is in front of you? Under the best conditions most will have difficulty attending to what they are doing while accessing extraneous information on the fly. I can see this as a useful device for certain things but the big ‘but’ is, how safe would you be to navigate a car, walk, or ride a bicycle where you have to be aware of your surroundings.”

And, while not exactly scary, there’s also the question of how plugged in a person really needs to be. When asked if he would like to try Glass, Chou responded: “Personally it holds no attraction for me, as I don’t feel the need to be plugged in all day long. But I can think of some more tech-savvy friends who might love it.”


[1] www.google.com/glass

[2] http://spectrum.ieee.org/geek-life/profiles/steve-mann-my-augmediated-life

Federal Budget Rates a ‘B’

Publié le par

By JoAnne Sommers

Canada’s small business owners got some good news when the 2013 federal budget was announced on March 21st. The document included several significant measures that will benefit entrepreneurs, including expansion of the lifetime capital gains exemption (LCGE) and its indexing to inflation, and extension of the Employment Insurance (EI) hiring credit for small businesses and its expansion to include companies with up to $15,000 in EI premiums.

Thanks to these measures, among others, Canadian Federation of Independent Business (CFIB) President Dan Kelly gave the budget a ‘B’.

“Overall, this is a good budget for small business. Federal Finance Minister (James) Flaherty has done a solid job by remaining on course to eliminate the deficit while announcing some important measures forCanada’s entrepreneurs.”

Kelly said CFIB was particularly pleased the government publicly acknowledged taking some of these measures – such as the expansion of the temporary hiring credit for small business – at the recommendation of CFIB’s 109,000 members.

The one-year extension of the credit will provide up to $1,000 against a company’s increase in its 2013 EI premiums over those paid in 2012; the measure applies to employers with total EI premiums of $15,000 or less in 2012.

“This is a big one for our members,” said Kelly, who noted that firms with payrolls of less than $550,000 qualify for the credit. “If you expand your payroll for any reason, you receive a $1,000 EI credit, even if you haven’t hired anyone. EI rates are going up modestly so this effectively negates the hike.”

The increase in the lifetime capital gains tax deduction from $750,000 to $800,000 will help small business owners when they’re ready to move on, he adds. And because it will be indexed to inflation, the exemption’s value will be protected in the future.

“That’s especially important because small business owners don’t have gold-plated pensions when they retire,” said Kelly. “Most plan to retire on the funds they receive from selling their businesses.”

The deduction applies to small businesses that primarily operate in Canada and have few investments or foreign holdings. According to KPMG EnterpriseTM, the increase could mean up to $12,000 in tax savings.

A less-pleasing development was the announced decrease in the federal dividend tax credit rate on non-eligible dividends to 11 per cent, down from 13.33 per cent. The change applies to non-eligible dividends paid after 2013.

“Until we know what changes the provinces will make to their dividend tax credits, we won’t know the combined federal and provincial tax rate on non-eligible dividends in 2014,” the budget document said.

In recent years, it has been more lucrative to take money out of a small business in the form of dividends than salaries or other means, said Kelly. “Now, the government has closed the loophole. We’re watching this closely and waiting to hear how it impacts our members’ firms. We’re concerned it will be poorly received.”

While CFIB expected the change, it would be much easier to accommodate if the small business tax rate had been reduced from its current 11 per cent, he noted.Ottawahas said it would look at further tax relief, including for small business owners, after the deficit is eliminated.

Kelly applauded the government’s focus on eliminating the deficit by 2015/2016 or earlier. “Small business people know that running deficits is dangerous because they may result in future taxes.”

The need for governments to balance their books was recently highlighted by a CFIB report titled Canada’s Fiscal Fitness. The report measures spending, revenues, and debt as a percentage of gross domestic product (GDP) for the federal government and all 10 provinces, and illustrates the negative impact that would result if governments were to miss their spending targets.

Other budget highlights that impact small business include:

• The Canada Jobs Grant

Given that half of Canada’s small firms are concerned with the shortage of qualified labour, CFIB is pleased the budget includes renewed focus on skills training. The budget also has plans for a jobs grant, which will see Ottawa provide matching funds of up to $5,000 per person for skills training programs. Employers and provincial governments will be expected to put in the rest. This approach is an improvement on funneling money through the provincial governments, which hasn’t worked well, said Kelly.

“Because details of the plan will have to be negotiated and approved by the provinces before it goes into effect, we’re taking a wait-and-see attitude. We will be lobbying to ensure the new Jobs Grant recognizes informal, on-the-job training and those elements of current training programs that are working well. But getting employers more involved in training is a step in the right direction.”

• Accelerated Capital Cost Allowance

The accelerated capital cost allowance for machinery and equipment has been extended for two years.

• Reducing Red Tape

Kelly lauded progress on reducing the red tape burden at the Canada Revenue Agency (CRA). “This has been a huge irritant for small business,” he said.

• Venture Capital Support

The budget contains some new venture capital support, including $60 million over five years, for startup accelerators and incubators. The government will give the Business Development Bank of Canada $100 million to invest in companies that complete those programs.

Want a Hot Exhibitor Ticket? BCAO’s OPTOFAIR is For You

Publié le par

By Paddy Kamen

The Optometrists of B.C. really know how to put on a trade show. I know, because I attended the latest British Columbia Association of Optometrists (BCAO) conference and OPTOFAIR on February 23rd at the Westin Bayshore Hotel on picturesque Coal Harbor in downtown Vancouver.

The event was hopping when I arrived at the OPTOFAIR in the early afternoon. Beautiful showgirls were in the lobby handing out specialty items in sync with the event’s Casino theme. And the lobby was full of booths, a signal that exhibit space was sold out. Indeed, the main room was packed with exhibitors from many sectors of the industry, from lab equipment to frames, contact lenses and accessories. There were also exhibitors from the ocular vitamin field, computer software, and buying groups. Newer companies mixed with those who had been around the trade show circuit many times.

Don Coulson would, I believe, qualify as someone who has plenty of experience with trade shows and I was delighted to catch up with him in Vancouver. Coulson wears at least three professional ‘hats’: he is vice president of sales for Optiq Frames and Match Eyewear Canada, in addition to serving as Canadian sales manager for Hilco Canada and On-Guard Safety. Said Coulson, “When I was working as a rep out of Alberta from 1986 to 1998, I covered parts of B.C. and in that capacity I attended the BCAO show many times over the years. I always enjoyed western Canadian optometry shows because the optometrists and assistants are all very engaged throughout the display times. The BCAO team does a very good job of encouraging attendance at each booth, which is important to us as suppliers. It allows us the opportunity to effectively present our products and services and hopefully to make a strong case for doing business with us.” 

Paul Storace, president and CEO of Alternative Eyewear and Plan B, has also been around the proverbial trade show block several times (but nonetheless just keeps looking younger). Storace noted, “The smaller venue made for a more personal show. We’ll definitely be back next year as I feel that it had value for me and we did gain some new clients.”

Both Coulson and Storace traveled from Ontario to attend the show.

Dr. Sureen Bachra is a member of OPTOFAIR’s organizing committee, a team composed of doctors and staff who dedicate their time to improving the show year after year. She met me at the registration desk and graciously showed me around. It was obvious that she was happy with the results of the committee’s work.

Post-show, Bachra commented: “This year’s OPTOFAIR was super-successful. The vendors enjoyed every aspect of the show from the registration process to the overall attendance. Booth allocation, show layout and food and beverage evaluations from the vendors were all positive. We were able to sell out the show again this year and expect to do the same for next year.”

What is the secret to this success? “Listening to what our vendors want,” Bachra explained.

This was the first time that OPTOFAIR was held at the Westin Bayshore location. “It felt more intimate for vendors and attendees alike,” said Bachra. “With the great raffle prizes, drinks and atmosphere this year, our colleagues all enjoyed the show and are looking forward to a bigger and better event in 2014.”

Kudos to the BCAO. We also hope to be back!

Vision Expo East Hits New High with Innovative Media and Technology

Publié le par

By Evra Taylor

Vision industry moguls, aficionados and visionaries met at New York’s Javits Center from March 14 to 17 for International Vision Expo East (VEE).

This year’s exhibition showed that it was young at heart, with the addition of new programming aimed at exposing optometry students to real life experiences, such as product sourcing and engaging with vendors during the purchase process.

Additional educational programming included the continuation of the Mentor Program launched in 2012 in which students teamed up with ODs to gain valuable real-life insights and guidance.

VEE hosted two fashion eyewear areas; the French Loft and the NEW Boutiques. Both presented a fresh take on eyewear trends, designs and collections for spring.

In other exciting show news, VEE’s Eyewear & Accessories Pavilion housed the newly created Vision Monday Eye2 Zone, a technology-focused booth designed to introduce leading-edge technologies and eyewear capabilities. The Pavilion gave seven major brands the opportunity to showcase some of today’s most intriguing products, which were unveiled at the International Consumer Electronics Show and other high-tech events.

Among these, for sports enthusiasts, Sportiiiis 4iiii app features voice prompts that give performance feedback to help target and track goals during physical activity. Carl Zeiss, a decades-long institution on the optical landscape, displayed cinemizer® OLED multimedia video glasses that create a theatre-like atmosphere by projecting a 40-inch image onto the eyeglasses.

“International Vision Expo has seen a strong pattern of growth over the past few years, and the idea behind the Eye2 Zone was to introduce a new segment to attendees that would educate them, and thereby the consumer, on the exciting possibilities technology holds for our industry’s products and services,” said Andrew Karp, editor of Vision Monday’s Eye2 newsletter and curator of the Eye2 Zone.

In keeping with the popularity of real-time media, Chief Dream Officer Gary Gerber, OD, of The Power Practice and host of “The Power Hour”, brought his talent to VEE by broadcasting live from the event, and discussing what can be done to reduce the preponderance of private practices closing their doors.

Just a day after VEE wrapped up, the Optometric Center of New York, the philanthropic arm of the SUNY College of Optometry, staged its 10th Annual “Eyes on New York” gala to honour John Carrier, president and CEO of Essilor of America, and Jim Murphy, vice-president and general manager of US Vision Care at Alcon Laboratories.

In related announcements, Think About Your Eyes, a non-profit organization under the aegis of The Vision Council, with support from the American Optometric Association (AOA), will be launching a public awareness initiative in the U.S., underscoring the importance of overall vision health in the second half of 2013. The program is meant to raise awareness among consumers of the need for annual eye exams.

To meet the changing needs of both the optical trade and consumers, this year’s Vision Expo East was practical, hands-on and contemporary in its approach, a harbinger of good things to come from one of the world’s premier trade events in the optometric sector.

MIDO Moves: Italy’s Economy Doesn’t Hold This Tiger Down

Publié le par

By Paddy Kamen
Mido has done it again. With all the gusto and aplomb for which Italy is renowned, they pulled off an increase in both visitors and exhibitors to this year’s event, held March 2 to 4 in Milan. The results show that the trade show is in fine fettle, despite the continuing economic downturn.

One thing that strikes home about Mido and ANFAO, the manufacturer’s organization that puts on the show, is their penchant for innovation, creativity and resourcefulness. They don’t just do the same tired thing year after year.

One creative and highly successful initiative for 2013 was the provision of transportation to the show for hundreds of optical professionals and optical students from other cities.Italy’s famous high-speed train, the Frecciarossa (Red Arrow), was originally chartered for 300 travelers but became so popular that more than 600 professionals took the train to Mido from Rome,Florence and Bologna. One can imagine a sense of excitement and camaraderie as the train carried the group to the show – free of charge.

Cirillo Marcolin, president of Mido and ANFAO, spoke enthusiastically (and poetically) about this year’s show: “This is where professionals meet for an up-close experience of the world of eyewear in all its many facets. This industry is a universe made up of many planets, from sunglasses to ophthalmic frames, and machinery, parts, lenses and large-scale retailers, which are all stars in a complex and interrelated system, and Mido is at the centre of it all.”

This year, Mido also participated in a very exciting event that took place in Milan after the optical show: Milan Design Week, also known as Fuorisalone. The Fuorisalone is not a trade show or an organized exhibition but rather a come-as-you-can event in which companies and organizations that specialize in products having to do with design are free to participate. Fuorisalone piggybacks on the buzz generated by another, formal trade show, the Milan Furniture Fair. While companies attending that fair participate in the usual formal way for such events, anyone can participate in the Fuorisalone by booking space wherever they can find it (streets, hotels, office buildings and shops are rented out for the occasion) and joining in the impromptu festivities.

Mido’s participation in Fuorisalone was coined ‘Out of Mido’, and took place from April 11 to 14 at the Hotel Nhow’s gallery in the heart of the Tortona district. This Mido debut at Fuorisalone offered exhibit space to 15 of the most design-oriented eyewear designers in Italy. Both well-known and up-and-coming young talents showed off their wares to the general public and networked with other design professionals from around the globe.

It’s easy to see how and why Mido continues to excel: new ideas, well executed, and out-of-the-box thinking. As Marcolin says, “Trade shows are evolving and adjusting to the needs of their key players, as they move toward an increasingly specialized future. In the last few years, Mido has been moving in this direction, propelled by solid business principles and a passion for both innovation and specialization. I choose to continue to work with enthusiasm so that this exhibition maintains its world-class leadership position and to ensure that industry firms will vote Mido their meeting place of choice.”

University of Waterloo: Bridging the Gap for Foreign ODs

Publié le par

By Evra Taylor

One of the problems facing the medical sector in North America is the tremendous number of individuals trained as physicians in their home country but unable to work in Canada and the U.S. because of differing credentials and language requirements.

The University of Waterloo has taken an important step in this regard with its International Optometric Bridging Program (IOBP). The program is designed to bring new optometric talent “home” to Canada, easing the process along the way by preparing applicants for the Canadian Assessment of Competence in Optometry (CACO), the examination required to be able to practice optometry in Canada. Bridging programs are developed through collaboration between employers, colleges and universities, occupational regulatory bodies, and community organizations.

The University Of Montreal School of Optometry also offers a bridging program, along with several other Canadian universities that do the same for family physicians and specialists, including University of Ottawa and University of Toronto. These practitioners are sometimes referred to as International Medical Doctors (IMD) or International Medical Graduates (IMGs). The various initiatives fall under the umbrella of the provincial Ministries of Citizenship and Immigration, and Citizenship and Immigration Canada.

For healthcare professionals in the ocular sector who wish to emigrate and practice here, the issue of determining whether or not an individual’s foreign credentials correlate with Canadian requirements is key, and can represent a major stumbling block. Program participants are required to undergo a Prior Learning Assessment (PLA). A second common barrier facing overseas ODs face is the lack of English or other language training.

University of Waterloo program participants receive academic and occupation-specific language training, workplace culture and communication training, and they may have the opportunity for clinical placements through two bridging programs. Both programs receive funding from the governments of Canada and Ontario.

In terms of curricula, both the Bridging One and Bridging Two streams include classroom lectures, clinical instruction and externship rotations. Bridging One covers such topics as case analysis, diagnosis and management of ocular disease, review of optics, ophthalmic equipment commonly used in Canada, contact lens practice, and jurisprudence. In addition to more than 200 hours of lectures and clinical instruction, Bridging One students are required to complete a four-week externship involving real-life patient care.

Bridging Two students receive roughly 22 weeks of academic and clinical instruction, followed by practical hands-on training in the patient clinic at the university’s School of Optometry and Vision Science under the supervision of professional optometrists. The Bridging Two content includes extensive study of English language-related topics, such as disease description, written documentation and academic reading strategies. Some of the clinical instruction overlaps with that of Bridging One; however, the second stream encompasses advanced optometric subjects, including ocular pharmacology, ophthalmic and geometric optics, ocular pathology/disease, and neurophysiology.

Academically, clinically, culturally and linguistically, the process of emigrating to any foreign country with a view toward practicing medicine can be daunting, to say the least. Ontario’s optometric bridging programs were developed in conjunction with the College of Optometrists of Ontario as a way of standardizing training for prospective immigrants, and helping them gain the knowledge and practical experience required to attain success in their new environment.

TheUniversityofWaterloo IOBPis an example of an optometric initiative that combines stringent professional requirements to ensure that patients are managed competently with the sensitivity required to address cultural bridge-building.

******

The next Bridging One session of the University of Waterloo’s International Optometric Bridging Program begins on June 3rd, 2013. Students will be assigned to one of two externship periods starting on August 6 th or September 3 rd, 2013.

The Bridging Two program date is still to be confirmed.

 

 

Accessories: Giving Customers What They Want

Publié le par

By JoAnne Sommers

Accessories for eyewear just make sense. They combine the benefit of impulse purchases (usually good for both consumer and retailer – just think of the last candy bar or magazine you bought while standing in line at the grocery store) with the allure and seduction of fashion, and the necessity of tender loving care for those expensive lenses.

And make no mistake, people get a thrill from wonderful packaging. Apple was on to that some time ago and they’ve made an art of it. Leaving any store with something elegantly packaged and tastefully branded just makes us feel special.

Then there’s the matter of looking good once purchasers get home with their treasures, then head out into the world with their glasses. Will they be wearing matching jewelry? Today, there two companies leading the way with wonderfully hip jewelry that complements eyewear. And when a woman takes her eyeglass case out of her bag, does the case make an impression? Does the cleaning cloth speak taste and refinement while mentioning the name of the optical retail from whence it came?

There are so many good reasons to sell accessories in the optical store. Here are the latest products from Canadian accessory manufacturers and distributors, so you can plan ahead with ways to wow your customers even further.

******

Shilling Optical wants their customers to ‘give away something better,’ and, according to President Howard Shilling, the best cleaning cloth on the market is the microfibre cloth from Microclair. “They use only high-end Japanese textiles with 50 per cent nylon. The high proportion of nylon is what is needed for coated lenses. Other cloths are 80 per cent polyester and because of that, they don’t do the job anywhere near as well. If you sell a product that’s hard to clean, which coated lenses are, how can you not give them the tools to clean them properly?

“Our clients see the value in giving high-end cleaning accessories to customers with their eyeglass purchase,” says Shilling. “Especially when they are custom labeled to reflect the high-end integrity of the business. And the percentage value of this gift is totally in keeping with the cost of the eyewear purchase.”

Eyeglass cases with extra attention to detail are the other key piece of the Shilling offering. “We always present products in a nicer way, so, for example, we have cases available with inserts so the case can be adjusted for the particular frame, ensuring that the frame always fits well within the case.”

With 75 case models available from Shilling, there are bound to be a few that really stand out. One is a novelty case that, when open, looks like a ladies’ high heel shoe. This makes an attractive display item in the store. The reversible case is popular with kids. And the ‘Animal’ case in printed vinyl mimics the animal prints often found on eyeglass temples.

Doc & Associates is a Montreal-based eyewear and accessories importer and distributor. Over the years, founder and President Doris Ouellet has observed a growing and changing accessories market, making the eyewear business increasingly fashion-oriented.

“Accessories are a big part of a worldwide sales phenomenon and, more than ever, non-prescription sunwear and readers are used as fashion accessories to complement a look or add to a garment style. So if retailers are smart, they can increase their sales by understanding this new trend and capitalizing on it. They need to be more creative and start thinking out of the box. Readers are a good example of expanding your offering to include items that customers want and need.” 

Doc & Associates offers the Simon Chang readers collection. “He gives reading glasses a fresh look,” says Ouellet. “These are a far cry from traditional reading glasses. All Simon Chang glasses are constructed of the finest handmade optical materials and feature optical-quality and distortion-free lenses. Each pair is designed for fit and comfort.” In addition, non-Rx sunwear under the label of the British pop singing group One Direction is available from Doc & Associates.

Centennial Optical’s Bruno Gismondi is director of marketing for the company’s frames division. Two years ago, he launched custom-printed cloths and cleaning solutions. “In addition to our price point, the main attraction is that we customize everything with whatever the customer wants. One client did a Christmas cartoon image on one side and his hours of operation on the other side, and gave it away as a Christmas promotion to new and existing customers. These things have a long shelf life and people use and appreciate them.”

Also from Centennial are fashion eyeglass cases.Linda Mulford-Hum, director of frames, shops for the latest case trends at international shows like Mido and Silmo. “We try to offer something for everyone,” she explains. “From the basic cases to those designed with fashion trends in mind. This spring and summer, we have polka dots and metallic case covers, and denim is big as well.”

Mulford-Hum is seeing a shift in popular styles toward semi-hard cases. “They’re not as bulky and people prefer that. If you have a case for sunwear and one for glasses, you need a big purse. Collapsible cases are popular, too. And fabric coverings are coming back, which is fun because you have more options in fabrics.”

Personalized cases are also in vogue and make for good, inexpensive advertising, points out Mulford-Hum. “It’s not only the customer who sees the case but so do her friends when she takes it out of her purse.”

Cynthia Shapiro, founder of Europa International and Cinzia Designs, was one of the first to recognize the viability of readers as fashion accessories. Her business acumen led her to see the demographic trend toward people needing readers and she realized that there was nothing attractive on the market, let alone good quality at a reasonable price.

When she began her reader collection, the market only had readers available in black and brown. Now, high-fashion, optical-grade readers and sunglasses for both men and women are available within the flagship Cinzia and Trendies collections. While Cinzia tends to be more conservative, with pieces designed to appeal for many years to come, Trendies offers light-hearted and playful pieces in line with the most current colour trends and fashions.

Shapiro also saw the link between fashionable readers and jewelry, initially using necklaces as a way to hold readers when they weren’t being used. “There’s a very good market for this combination and we started selling them in clothing and accessory boutiques. At first, eyewear retailers couldn’t see it but they came around and now optical sales are strong.”

Today, Shapiro’s collections have expanded to other accessories as well. As she says, “Just as there is an outfit for every occasion, so there is a scarf, necklace, watch, handbag and attractive reader case for every woman with Cinzia readers.”

Shapiro’s collections are distributed in Canada by Cenoco.

McCray Optical Supply has new sports cases for the upcoming season, with loops so customers can attach them to belts, gym bags or purses. “They’re made from semi-hard, lightweight neoprene,” says Operations Manager Shiu-ChiMo.

Metallic and floral print cases match trends in apparel. “We have lovely, bright colours for the ladies for spring and summer,” says Mo.“And although darker colours are consistently popular, it is always easier to find a brighter case in one’s purse.”

McCray also carries a variety of sunglass cases for the larger, deeper sizes of sunwear. “We’ve been getting a lot of requests for these. We have faux snake prints and black patent in leatherette. We even have extra large sizes,” notes Mo.

Cases, cloths, cleaning bottles, and even bags can be personalized. The artwork is done by McCray’s in-house designer with fast turnaround times.

Chains and cords with semi-precious stones and baubles are available from McCray in many different styles. Non-woven, reusable bags are available for product presentation. “These are durable and small,” notes Mo.“If you personalize them, they become excellent advertising because people definitely re-use them.”

A new anti-fog gel cleaner will be introduced soon, in a squeeze bottle sold in a kit with a cloth. And for summer, check out their new floater cords. “These are invaluable for people who spend time on or around the water,” explains Mo.

New readers are also available from McCray, with bright design elements on the temples, while most of the readers have spring hinges. 

La LOOP, the New York-based innovator of eyewear-related jewelry, has become an international presence in high-end optical accessories. These are the solution to the everyday problem, ‘where did I put my glasses’, while also being an invention worthy of a presence in New York’s Museum of Modern Art. Their patented technology consists of hinges on either side of every loop. The hinges work with gravity and swivel in every direction, moving with the wearer. The glasses stay securely in the loop, flat against the body and easily accessible. The loop sits at the bottom of these stylish necklaces.

La LOOP materials are of the highest quality. Pearls are real freshwater pearls, shells come from the beaches of New Zealand, leather is from Italy, and the silver is sterling quality. Handmade in the U.S., new collections are released twice a year, designed by founder Elizabeth Faraut and her team. One recent new design is the Le Collier Reader Necklace, which has two +2.0 magnifying lenses. Another new model, the La LOOP Monocle combines fun colors like fuchsia and turquoise of the round crystal monocle with the quality Italian leather of the necklace.

La LOOP is worn by celebrities, including Brad Pitt, Julia Roberts and Heidi Klum, and is sold in stores and specialty boutiques around the world, including Bon Marché in Paris, Harrods in London, Optical Shops of Aspen and Bergdorf Goodman in America.

Ronor International has a new Essentials line. “We cannot imagine a consumer buying eyewear today and not receiving a case,” says General Manager,  Accessories Division, Martin Pauzé.  “While everyone is offering a case these days, our customers like to offer unexpected extras to their customers: the cloth and cleaner packaged together in a nice bag. Added to expert, personalized service, these extras would definitely differentiate the independent practice from the competition, helping to increase customer loyalty, while promoting the practice.”

A revolutionary new biotechnology-derived cleaner is also available from Ronor International. MULTI CLEAN +, is free of chemicals, including VOCs, and independently certified as safe for AR coatings. “It is the safest cleaner for the environment and perfect for consumers who are sensitive to chemicals, as it is hypoallergenic,” explains Pauzé,

Reading glasses from Ronor International in a wide variety of colours and shapes make the I Need You collection shine, according to Pauzé.  The collection features standardized PD (31/31), aspheric lenses with anti-scratch coating, in compliance with CE standards and come with a one-year warrantee against manufacturer defect. “The POP display that fits 24 readers ensures effortless sales!” he adds.

Microclair is one of the leaders in the Canadian optical accessory market, all the more so for manufacturing their products here at home. They have also become leaders in the eco-friendly products field.

“As a socially responsible company, we have replaced all our vinyl packaging with cardboard obtained from sustainable forests,” explains President Leila Fakhouri. “We’ve also created a hard case made from an eco-friendly plastic.”

Of course, the premium microfibre cloth for which Microclair is so well known is also eco-friendly in that it is reusable. “We’re working hard to get the whole product line into environmentally sustainable materials. We got out on the front edge and the response is very encouraging.”

Microclair’s anti-fog treatment, introduced in 2012, is a long-lasting formula and safe for use on all types of lenses. “It is very popular with sports people,” says Fakhouri. “Our promotional program offer includes a matching cloth and a cleaner, personalized in all pantone colours using water-base inks that are safe for the environment. Our bottles are all refillable, giving customers a good reason to come back to your store. Quality and design are our specialty. Our prices are only slightly higher than the competition, and you get amazing packaging and high-quality, Canadian-made goods.”

Hilco was built as a solutions company for the eyecare profession, with innovative tools and safety eyewear that lead the industry, and practice brand-building ideas that are a real focus for its customers, says Canadian Sales Manager Don Coulson. “We recognized that independent ECPs had to be concerned about branding their businesses in light of big box retailers who have massive ad and marketing budgets. What are customers walking out of the store with? If they don’t have a lens care kit for their frames, or something to protect their eyes while playing sports or from UV rays, then the practitioner is not meeting their needs or doing their job. And everything that leaves with that patient is a chance to brand the practice.”

Hilco recently solidified its presence in the branding field by acquiring i-Promotions, a St. Louis-based supplier of eyecare supplies, accessories and promotional products. President Bob Nahmias says, “i-Promotions adds practice identity and logo creation services and expands our product range to printed materials and thousands of promotional products for in-office use or community outreach.”

Coulson defines an accessory as, “anything the patient walks out with that isn’t the optical correction eyewear they came in for. Most patients who need safety eyewear for hobbies or sports don’t necessarily know they need it when they come in for their regular glasses,” he explains. “And if the ECPs have the product and ask the right questions, they will be serving patients better and maximizing revenue opportunities.”

Prisme Optical Group has a beautiful collection of readers. “We had these specially made for us, to serve the practitioner who wants to carry better quality readers,” says President Richard Stortini. “It is our contention that specialty stores should carry quality product to distinguish them from the cheap stuff that is so widely available. The Lecto Color collection reflects this philosophy.”

The Lecto Color collection has readers in both acetate and stainless steel, for men and women. Stortini says, “We have some great shapes and funky colours. Customers love to pick them up as an extra pair for the car, bedside table or purse. The frames are so nice that some people want to put Rx lenses in them.”

Prisme continues to sell over 50 different models of chains, as well as cloths for private labeling. “One of our customers put a painting by her husband on one side of the cloth and her store information on the other,” notes Stortini. “It made for a very impressive take-away gift for her clientele.” He adds that the investment needed to acquire a good selection of quality accessories is actually quite low but that the yield at the end of the year in terms of add-on sales can easily be triple the investment. “Plus, you’re providing your customers with products they want and will value.”

Gifts, upsells, add-ons… however you look at it, the time is now to make sure customers know they can count on you for all their eyewear needs, and then some!

Le magazine Envision : seeing beyond satisfait aux critères d’adhésion de AAM

Publié le par

LAVAL, QUÉBEC – Breton Communications inc. est heureuse d’annoncer que sa publication anglaise Envision : seeing beyond a complété avec succès la vérification de diffusion de l’Alliance for Audited Media (AAM) sur la période de six mois se terminant le 31 décembre 2012.

Envision : seeing beyond est un magazine spécialisé bimestriel, publié en versions imprimée et numérique et distribué aux professionnels de la vue et autres acteurs du domaine de l’optique au Canada. La publication est la première au pays dans ce secteur à être membre de l’AAM.

Pour lire le communiqué officiel de l’AAM, veuillez cliquer ICI.

L’Alliance for Audited Media, connu jusqu’à récemment sous le nom de Audit Bureau of Circulations (ABC), est un organisme à but non lucratif qui compte près de 100 ans d’expérience dans la vérification de tirage des médias. Le nombre très important de membres de l’AAM inclut la majorité des éditeurs, annonceurs et agences de publicité majeurs d’Amérique du Nord.

« Nous sommes fiers d’offrir à nos clients l’assurance d’une vérification de tirage indépendante du calibre de celle d’AAM », précise Martine Breton, présidente de Breton Communications. « Le niveau de minutie et d’exactitude qu‘exige AAM dans ce processus démontre clairement les hauts standards de l’organisme et les raisons qui font sa réputation mondiale. »

À propos de Breton Communications

Depuis 1994,Breton Communications s’impose comme leader en information couvrant l’industrie de l’optique canadienne. Elle publie des magazines spécialisés anglais et français et a été le premier éditeur canadien de l’optique à fournir également des versions numérisées. La compagnie est aussi la seule à publier au Canada des répertoires en optique qui s’adressent aussi bien aux professionnels de la vue qu’aux fournisseurs de l’industrie.

Breton Communications dispose d’un moteur de recherche majeur dans le réseau de l’optique, d’un portail d’emploi spécifique à l’industrie et d’un bulletin de nouvelles électroniques. Elle offre aussi une foule de services en ligne spécialement conçus pour répondre aux besoins de la communauté en soins de la vue.

Pour les fournisseurs en optique, Breton Communications offre une voie d’accès direct vers les opticiens, les optométristes, les ophtalmologistes, les techniciens, les laboratoires, les bureaux détaillants et d’autres acteurs de l’industrie.Breton Communications renseigne les professionnels de la vue sur les dernières nouvelles de l’industrie, qu’il s’agisse de produits et tendances de la mode, de découvertes médicales et thérapeutiques ou des nombreux défis auxquels sont confrontés chaque jour les professionnels canadiens de l’optique.

Du média imprimé aux communications électroniques, Breton Communications est le leader canadien en information optique.

Pour plus d’information, veuillez contacter Nicky Fambios, directrice du marketing, au 1 888 462-2112 ou à nicky@bretoncom.com.

Catherine Deneuve Lunettes Spring 2013 Eyewear Collection Presents New Petite Sizes

Publié le par

mod. CD-610

 

The new Spring 2013 collection from Catherine Deneuve Lunettes features a variety of feminine styles, which reveal an elegant display of subtle logo detailing and embellishments. Within the new collection, a selection of more petite styles, including two ophthalmic and six prescription ready sunglass styles, is now available. With a focus on muted colors, including burgundy, gold and pink, in a mix of modern and classic shapes, the new styles are the ideal accessory for today’s mature woman.

The model characteristics vary, with some models featuring stone-enhanced metal trims, handmade acetate temples, cat-eye inspired modified oval shapes and elegant jewel color tones. 

Model CD-610, a key sunglass style, features a modified oval shaped acetate front in elegant black, muted brown and soft lavender. Designed also for the petite woman in mind, this style remains effervescent in its design elements, including the addition of the Catherine Deneuve logo and glitter accent.

All eight styles include a hard case and a cleaning cloth. Merchandising materials include a one-piece highlighter, four-piece counter display, logo plaques and countercards featuring the current campaign image.