fbpx
Map of Canada with an exaggerated, windy route between Montreal and Calgary.

Rockstar Warriors: On The Road of Discovery: The Heartbeat of Optical Sales

By Suzanne Sendel

Greetings to all as we usher in a new year and embrace fresh beginnings in the world of optical sales. It is with great enthusiasm that I introduce myself as the new voice behind “ROCKSTAR Road Warriors,” a column dedicated to the tireless trailblazers of the optical industry. My mission is to shine a light on the individuals who fuel our sector’s heartbeat with their steadfast commitment and inspiring narratives.

Photograph of Suzanne Sendel wearing all white, wearing chic glasses with large frames.

The Pulse of the Industry: Optical Sales

Every story shared in these pages is a testament to the vibrancy and resilience that characterize the optical world. As a ten-year veteran of this nomadic lifestyle, I’ve had the privilege of connecting with countless individuals who embody the spirit of our profession. They are the reps, agents, distributors, and manufacturers who journey tirelessly, ensuring that your experience with their products is nothing short of exceptional.

Consider the challenges they face: inclement weather, packed cars, unpredictable accommodations, and the ever-increasing costs of hitting the road. Yet, these hardships are met with an unwavering resolve. Whether it’s a sales veteran or an independent agent building a customer base from the ground up, their mantra remains the same—believe, achieve, and never concede

A Tale of Grit and Growth

One such story close to my heart involves a determined optical manager from Western Canada. After five years of contributing to a start-up’s success, she was ready for a new challenge—taking the helm and steering her own course. Her next destination? Joining our family of optical pioneers. From Calgary to Montreal, through 38 hours of relentless drive and Mother Nature’s furies, she arrived, exemplifying the very essence of our industry’s passion and perseverance.

This isn’t just about selling glasses; it’s about the odyssey behind each pair—the snowstorms navigated, the personal comforts sacrificed, and the miles traversed with a steadfast vision. These journeys are fueled by more than mere necessity; they are the lifeblood of our industry, enriching it with stories of human connection and ambition.

Photograph of an optical salesperson's trunk - fully packed and ready for the road.

Upon her arrival, we broke bread and shared tales, not just as colleagues but as companions on this optical voyage. Our connection extended beyond the eyewear collections and into the narratives of the designers whose missions we champion. This shared vision is what drives us—it’s the recognition that every frame sold carries with it a piece of a journey, a fragment of the optical odyssey.


The Kindred Spirit of Service in Optical Sales

Photograph of an arm with several pairs of sunglasses tattooed on it.
© Danny Bresette

Our road warriors bring with them not just their wares, but the essence of their character. They extend gestures of kindness—baked treats, handcrafted gifts, and personal anecdotes that transform transactions into relationships. These moments, often understated, are what truly resonate and remain etched in our memories.

This column is a celebration of these very stories—the trials, the triumphs, and the secrets of thriving on the open road. It’s about the latest and most exclusive global collections that our professionals introduce to the market with flair and finesse. In a world without these spirited souls, our industry would miss the colour, style, and personal connection that distinguish it.

Being an optical salesperson is an art that demands a special kind of vitality—an inexhaustible zest for the craft and a profound appreciation for the clientele we serve. Here, we not only celebrate their endeavors but also the love and adoration they have for the optical industry.

The Road Ahead

We encourage you, our esteemed readers, to play an active role in this narrative. Who has touched your life with their dedication? Who do you feel should be in the limelight? Your contributions are what make our shared journey so rewarding, and we eagerly await the opportunity to highlight your heroes.

As we craft the spaces where our clients discover their perfect pair of glasses, we do so knowing that our efforts are supported by the individuals who bring style, substance, and soul to our industry. These are the stories that “Rockstar Road Warriors” seeks to tell—the chronicles of those who go the extra mile, literally and figuratively, to ensure that our field remains as dynamic and heartfelt as the people within it.

Let us join hands in appreciation of our optical sales representatives who, with every mile they cover, every style they deliver, and every smile they share, remind us of the beauty of our industry. Your insights and suggestions are not just welcome but vital to the life of this column. We aspire to feature as many of these remarkable individuals as possible, and with your help, we will.

So, here’s to the journey ahead, to the tales of grit and grace we will unfold together where every mile tells a story.


Suzanne Sendel is an optical distributor who left the world of interior design and architectural sales management to fall in love with a pair of hand painted glasses, 10 years ago. Through her travels, Suzanne has inspired many with her independent collections, and her passion for optical fashion, and in sharing her stories and the many sales teams of “Road Warriors”, who have inspired the optical industry. Through her lens, Suzanne will share their journey and what has made them an integral part of the success of our industry. Reach her at suzannesendel@gmail.com.


Want to see more like this article? Subscribe to our FREE print magazines and e-newsletters!

Photograph of Suzanne Sendel, the author of Rockstar Road Warriors.

Featured Posts

Bausch + Lomb

Bausch + Lomb Collects More Than 84 Million Units of Contact Lenses, Lens Care and Eye Care Materials Through Innovative Recycling Programs

Bausch + Lomb announced its ONE by ONE and Biotrue® Eye Care Recycling programs have collected 84,343,540 units, or 510,116 pounds, of used contact lenses, eye care and lens care materials in the U.S., which is greater than the weight of the Statue of Liberty.

Learn More

CNIB Reacts to Government of Canada Budget 2024

The Government of Canada released Budget 2024 and announced that the long-awaited Canada Disability Benefit will start in July 2025, pending a regulatory design process. The benefit will be funded with $6.1 billion over the next six years. 

Read more
Specsavers logo

Specsavers Welcomes Dr. Laurie Lesser as Key Addition to Their Team

Dr. Lesser joins Specsavers as the company accelerates their store expansion across Canada to establish itself as the optical retail leader.

Read more

Contact Lens Institute & IACLE Collaborate to Bring Practice and Patient Insights to Contact Lens Educators

The Contact Lens Institute (CLI) and the International Association of Contact Lens Educators (IACLE) announced a collaboration to provide university-level instructors with direct access to CLI-developed research publications and practice tools.

Read more

CORE Publication Helps ECPs Prepare for a New Wave of Dry Eye Disease Medications

Recently Approved and Promising Pharmacological Treatments Spotlighted in Contact Lens Update Issue 77

Read more
Bausch + Lomb

Bausch + Lomb Collects More Than 84 Million Units of Contact Lenses, Lens Care and Eye Care Materials Through Innovative Recycling Programs

Bausch + Lomb announced its ONE by ONE and Biotrue® Eye Care Recycling programs have collected 84,343,540 units, or 510,116 pounds, of used contact lenses, eye care and lens care materials in the U.S., which is greater than the weight of the Statue of Liberty.

Learn More

CNIB Reacts to Government of Canada Budget 2024

The Government of Canada released Budget 2024 and announced that the long-awaited Canada Disability Benefit will start in July 2025, pending a regulatory design process. The benefit will be funded with $6.1 billion over the next six years. 

Read More
Specsavers logo

Specsavers Welcomes Dr. Laurie Lesser as Key Addition to Their Team

Dr. Lesser joins Specsavers as the company accelerates their store expansion across Canada to establish itself as the optical retail leader.

Read More

Contact Lens Institute & IACLE Collaborate to Bring Practice and Patient Insights to Contact Lens Educators

The Contact Lens Institute (CLI) and the International Association of Contact Lens Educators (IACLE) announced a collaboration to provide university-level instructors with direct access to CLI-developed research publications and practice tools.

Read More

CORE Publication Helps ECPs Prepare for a New Wave of Dry Eye Disease Medications

Recently Approved and Promising Pharmacological Treatments Spotlighted in Contact Lens Update Issue 77

Read More
Bausch + Lomb

Bausch + Lomb Collects More Than 84 Million Units of Contact Lenses, Lens Care and Eye Care Materials Through Innovative Recycling Programs

Bausch + Lomb announced its ONE by ONE and Biotrue® Eye Care Recycling programs have collected 84,343,540 units, or 510,116 pounds, of used contact lenses, eye care and lens care materials in the U.S., which is greater than the weight of the Statue of Liberty.

Learn More

CNIB Reacts to Government of Canada Budget 2024

The Government of Canada released Budget 2024 and announced that the long-awaited Canada Disability Benefit will start in July 2025, pending a regulatory design process. The benefit will be funded with $6.1 billion over the next six years. 

Read more
Specsavers logo

Specsavers Welcomes Dr. Laurie Lesser as Key Addition to Their Team

Dr. Lesser joins Specsavers as the company accelerates their store expansion across Canada to establish itself as the optical retail leader.

Read more

Contact Lens Institute & IACLE Collaborate to Bring Practice and Patient Insights to Contact Lens Educators

The Contact Lens Institute (CLI) and the International Association of Contact Lens Educators (IACLE) announced a collaboration to provide university-level instructors with direct access to CLI-developed research publications and practice tools.

Read more

CORE Publication Helps ECPs Prepare for a New Wave of Dry Eye Disease Medications

Recently Approved and Promising Pharmacological Treatments Spotlighted in Contact Lens Update Issue 77

Read more
Bausch + Lomb

Bausch + Lomb Collects More Than 84 Million Units of Contact Lenses, Lens Care and Eye Care Materials Through Innovative Recycling Programs

Bausch + Lomb announced its ONE by ONE and Biotrue® Eye Care Recycling programs have collected 84,343,540 units, or 510,116 pounds, of used contact lenses, eye care and lens care materials in the U.S., which is greater than the weight of the Statue of Liberty.

Learn More

CNIB Reacts to Government of Canada Budget 2024

The Government of Canada released Budget 2024 and announced that the long-awaited Canada Disability Benefit will start in July 2025, pending a regulatory design process. The benefit will be funded with $6.1 billion over the next six years. 

Read more
Specsavers logo

Specsavers Welcomes Dr. Laurie Lesser as Key Addition to Their Team

Dr. Lesser joins Specsavers as the company accelerates their store expansion across Canada to establish itself as the optical retail leader.

Read more

Contact Lens Institute & IACLE Collaborate to Bring Practice and Patient Insights to Contact Lens Educators

The Contact Lens Institute (CLI) and the International Association of Contact Lens Educators (IACLE) announced a collaboration to provide university-level instructors with direct access to CLI-developed research publications and practice tools.

Read more

CORE Publication Helps ECPs Prepare for a New Wave of Dry Eye Disease Medications

Recently Approved and Promising Pharmacological Treatments Spotlighted in Contact Lens Update Issue 77

Read more