MISSION
OUR WHOLESALE FAMILY
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To provide authentic and outstanding service to our wholesale partners throughout the Midwest.
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To offer independent brand products with purpose and that align with our core values.
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To motivate and train eye care professionals how to share our products.
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To support any endeavors by our partners to give back to their communities, by providing vision care services to those in need.
OUR RETAIL CLIENTS
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To provide personal and honest service to our retail clients and to build lifetime relationships.
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To offer new and exciting ways to experience buying eyewear.
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To make getting eyewear uncomplicated.
OUR OPTICAL INDUSTRY
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To inspire and encourage Opticians to be passionate about our industry and their optical journeys.
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To advocate for continued professional development and to seek out innovative ways to better serve others.
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To stand up for and champion the independent professional and independent brands/products.
OUR COMMUNITIES
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To promote inclusivity and celebrate diversity.
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To practice sustainability through our actions and our products.
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To give back to those that are in need or underserved through eyecare.
CORE VALUES
AUTHENTICITY
SUSTAINABILITY
INCLUSIVITY
SIMPLICITY
GENEROSITY