Switching Gears

Thursday, June 25 2026 | 08 h 34 min | Optik Magazine, Practice Management

By Suzanne Sendel

Michelle Skinner was born in Newfoundland and raised on Change Islands, a place where community is tight and opportunity requires courage. In 1987, she graduated from an all grade school of just 150 students, with only 12 in her graduating class. Big dreams often start in small places.

Her original plan was to pursue Marine Biology. She enrolled in Memorial University, attending lecture halls with 250 students, but the culture shock was immense. It took time to acclimate. Somewhere between lectures and self-discovery, Michelle realized she was searching for something different. She pivoted into Sociology and Psychology, completing her bachelor’s degree in 1991.

Something else changed during those years. The shy girl from Change Island transformed into what she laughingly calls a Chatty Cathy. She built strong friendships and found her voice, a trait that would later become one of her greatest professional assets. After graduation, Michelle accepted a position at MUN Daycare. The work was meaningful, but the pay was modest. It covered rent and food, and not much more. Knowing she wanted growth, she began looking for another job opportunity.

That opportunity appeared in the form of a small advertisement for a student optician. She applied. She interviewed. She was called back. She got the job. Within six months, she was in love with the optical industry. The blend of science, style, and human connection felt right. Determined to build expertise, she enrolled with NAIT and completed the two-year Opticianry program. Soon after, she added contact lens fitting to her credentials. Michelle was no longer just working in optical. She was building a future in it.

In 2008, she purchased the very store where she had once been an employee. For fifteen years, she carefully curated brands that her competition was not stocking. She had a keen eye for originality. Customers came not just for eyewear, but for experience. Her shop became a destination for those craving unique frames that were expertly fitted and thoughtfully styled.

Guiding her every step was advice from her father that she still carries with her today. His greatest advice was simple and unwavering: always be honest with people. That principle became the backbone of her business, her leadership, and her reputation.

In 2022, she sold the business. After years of ownership, leadership, and loyalty from her clients, she stayed on briefly to ensure a smooth transition. Then came the inevitable question every entrepreneur faces. What is next? Michelle, entrepreneurial at heart and always eager to expand her knowledge, was introduced to an independent frame distributor. That introduction became her next chapter. She stepped into the role of optical sales agent, representing independent eyewear collections across Atlantic Canada.

It did not take long before lens companies noticed her professionalism and drive. She eventually chose to represent a company whose values aligned with her own: quality, price integrity, and attention to detail.

Now comes the road warrior part. Michelle works from Newfoundland. When she travels off the island, she drives ten hours, nearly one thousand kilometres, just to reach the ferry. Then she boards for another six to seven hours across open water to North Sydney, Nova Scotia, before her sales route even begins.

She has navigated inclement weather, long highways, heavy sample bags, and the occasional forgotten appointment. There are days that test even the most seasoned traveller. But none of it slows her down. Michelle is devoted to bringing provocative and independent eyewear collections to her Atlantic peers. There is something special about speaking the same language as fellow opticians and managers. She understands their challenges because she has lived them.

Her visits are never transactional. She bakes. She leaves heartfelt notes. She makes every appointment meaningful. Her smile arrives before her sample cases do. Beyond sales, Michelle has given back to the profession in profound ways. She served on the Newfoundland Dispensing Opticians Board for ten years, including time as Chair. She is currently Newfoundland’s Director with the OAC, building connections and strengthening the profession she loves.

From Change Islands to boardrooms to ferries crossing Atlantic waters, Michelle Skinner embodies what it means to be a Rockstar Road Warrior. And at the heart of it all, she remains guided by her father’s words, always being honest with people.

Married for 29 years to her husband Wayne, Michelle spends much of her free time visiting her cottage, gardening, fishing, and spending time with her aged parents and her two adoring daughters.

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