'No' to 'Yes': How I Built a Business That Defied the Odds

In life and business, the hardest part is often getting to "yes." For me, this journey has been fueled by three unwavering beliefs:

1. Never accept "no."
2. Fight for what you’re passionate about.
3. Persevere no matter the odds.

A Battle for Independent Eyecare

For 45 years, I’ve had a front-row seat to the evolution of the optical industry. I started in the 1970s when independent opticians, optometrists, and ophthalmologists—what we called the "3 O's"—were the heart of the industry. Back then, frames were proudly "Made in America," and eyecare felt personal. But the tide shifted. Factories shuttered, imported designer frames flooded the market, and big-box chains prioritized profit over patient care.

Today, the "3 O's" have morphed into the "4 O's," with online retailers grabbing a growing share of the eyeglasses business. This new competitor has made the fight for independents even more urgent. Chains and online retailers focus only on margins, but independent eyecare professionals (ECPs) prioritize what truly matters:?personalized care that changes lives.?I knew that preserving this unique value was worth every ounce of effort.

A Heartfelt Beginning

My idea for Your Brand Eyewear came after life-saving heart surgery left me confined to a chair for months. Bored and scrolling through social media, I saw optometrists asking if private labeling was possible. The answer? A resounding "NO." Huge M.O.Q.s, long lead-times, it wasn't possible for independent ECPs. But where others saw a dead end, I saw a detour.

While rehabbing, I started writing a business plan—a blueprint for a new path. My goal? Make private-label frames accessible to independents without the barriers of massive orders, long wait times, and faceless overseas factories. And (most important) make it affordable and profitable, which meant premium quality frame at factory-direct prices.

When I pitched the concept to 20 factories, I was met with rejection. One even said, "It’s like trying to run a marathon barefoot—impossible." But finally, a factory I’d worked with for 30 years gave me a shot. Armed with a corner of their workspace and some old equipment, we launched a line of hand-made frames, rolling back the clock to craftsmanship over automation. It was the antithesis of what Harvard Business School would teach—proof that breaking the rules can sometimes lead to extraordinary results.

Selling "No" to Get to "Yes"

Launching a company with no sales reps, no returns, and no traditional perks was like building a plane mid-flight. My first client call felt like a comedy of “noes.”

• "Do you have a local rep?"?No.
• "Can I return frames?"?No.
• "Do you offer perks?"?Definitely not.

But as the conversation continued, I realized something:?"no" was my superpower.?Each perk I didn’t offer translated to lower prices for my clients and higher profits for their practices. By the end of that call, I had my first "yes." That client is still with me today, ordering over 1,000 frames a year.

"Sometimes the best way to win is to break the rules everyone else is playing by."

Building a Better Mousetrap

My business model was unconventional—no sales reps, no costly perks, and no frills. But it worked because it stripped away the noise and focused on what mattered: high-quality, factory-direct frames at prices independents could afford.

I didn’t just want to make frames; I wanted to make a difference. Big-box retailers see patients as transactions. Independents see them as people. I believe that’s worth preserving.?"The soul of independent eyecare isn’t in the frames; it’s in the relationships behind them."

Lessons From the Journey

My father once told me, "If you were making horseshoes in the early 1900s and Henry Ford came along with the Model T, you’d better learn how to make tires." That wisdom stuck with me. I started as a frame rep selling designer brands, but as the market changed, I adapted. Today, I’m not just selling frames; I’m helping independent practices write their own stories of resilience.

Starting a company at 62 wasn’t just about entrepreneurship; it was about giving back. The optical industry has been good to me, and this was my way of saying thanks.?"When you’ve been blessed by an industry, it’s your responsibility to be a blessing in return."

The Road Ahead

Remember this: "Big chains sell eyewear; Independents change lives. That’s worth fighting for." Despite the odds, Your Brand Eyewear now serves hundreds of clients. Each "yes" we’ve earned is proof that perseverance pays off. For ECPs, the lesson is simple: don’t compete on price—compete on care. Patients may flirt with online retailers, but they’ll come back for the connection only an independent can provide.

At the end of the day, I know I’m not slaying Darth Vader or taking down the 'Empire,' but I’m doing my part in my own small way. Your Brand Eyewear isn’t a giant corporation—it’s a team of dedicated individuals working to empower independent eyecare professionals to thrive. Every frame we make, every practice we help, and every patient who gets better care because of it reminds me that even small efforts can create ripples of change. This isn’t about being a big deal—it’s about doing the right thing for the people and industry I care deeply about. And that’s a mission worth fighting for.

"Chains may have the scale, but independents have the heart. That’s what wins in the end."

If you’re facing your own uphill battle against 'The Empire,' remember this: the road to 'yes' is paved with passion, persistence, and a refusal to quit. You’re not just running a business; you’re making a difference—one small victory at a time.

#IndependentEyecare

#PrivateLabelFrames

#EyecareInnovation

#OptometryBusiness

#PerseveranceInBusiness

#OpticalIndustry

#EyewearBusiness

#OptometryToday

#VisionCare

#EyewearTrends

#OpticalNews

#OptometryFinance

#IndependentOptometry

#EyewearProfitability

#OptometryPracticeManagement

#PrivateLabelSuccess