$14,900 Golden Sunglasses by Robert La Roche

$12,000 Sunwear by Judith Leiber

$12,000 Lanvin Sunwear by Phillippe Chevallier

$7,950 Christian Dior Glossy Gold

$7,500 Mykita Rad Hourani Black Sunglasses

$7,000 Casanova Venezia

$6,800 Ray Ban RB2157K Super Limited

$6,670 Porsche 24-Karat Gold And Platinum

$6,000 Philippe Chevallier (1970)

Opticianry is ultimately defined by how well the eyewear makes
contact with the Patient, not by the number of customers served.
Therefore, a conscious, precise, and personalized process of frame
selection, lens design, and in-place, hands-on fitting is required. In too
many cases unrealistic and excessive sales goals override the Optician's
mission of providing professional health care, whereby the personalized,
custom fitting of eyewear is given only the most minor consideration, if any.

Hands on the patient dispensing is a soon-to-be lost art. If the trend to
the narrower and strictly retail approach to ophthalmic services continues, a)
The marketing of ready-to-wear, over-the-counter and Web-source eyewear
will continue to flourish; b) Hands-on-the-patient dispensing skills and services
will disappear; c) Patients will continue to suffer from substandard quality of
service; and d) Prescription eyewear will continue to be delivered by an ever
increasing number of unskilled dispensers. The fact is that the majority of today's
eyewear dispensing professionals require major upgrading in their hands-on skills
without which they will become increasingly irrelevant in the eyecare industry.

"There is nothing wrong with people making money and
corporations being involved...provided there is an avenue in
which those marketing forces are not the deciding factor in
what we are doing." -- Keith Olbermann, Commentator

"When owners and managers discover that their people are their
ultimate assets and not their perpetual liabilities, everybody's
economy will prosper and grow." -- The Thank You Economy.