By Suzanne Sendel
Eleven years ago, I entered the optical industry as a newcomer with a passion for bold,
fashionable frames. To gain traction for my brand, I knew I had to hit the road and support
my efforts by building a presence on social media. The zanier the posts, the more engagement I received.
I loved featuring our customers and brands, showcasing how our eyewear could enhance sight and inspire confidence. Nothing was more rewarding than helping others feel their best in their state-of- the-art eyewear.
I never realized the impact of my craft until I visited a European trade show, was recognized by many, and approached by name. Both humbled and excited, I realized that sharing quirky and engaging content, offered us global connections. Not only was I having a blast, but I was able to showcase the many professionals, who helped bring our industry to a whole new level of style, savvy, and flair.
As I scrolled through social media, I discovered a wealth of inspiration and developed a deep admiration for our creative opticians, optometrists, reps, and manufacturers. These professionals, many of whom found a unique voice online, have built strong personal brands that go beyond numbers—they create genuine connections. When their posts make you smile, you know their mission is accomplished.
Being heart-centered, zany, unique, colorful, and impactful is what truly resonates. Engagement isn’t just about likes or shares; it’s about how their content makes you feel and the memories it leaves behind. I admire many of these trailblazers who have inspired my journey, though there are far too many to name them all.
If you’re building a brand or business, go all in—give it your best creative edge and immerse yourself in this vibrant community of game changers. Having a side gig to support your craft is all about imagination, and the fun you can have at this level of creativity is limitless. Join me in paying homage to these amazing global visionaries by checking out their socials. Inspiration and beauty are everywhere— and it’s our job to share it!
@Kim Rosner
Kim has spent two decades perfecting her craft in opticianry, with the last year and a half dedicated to running her own boutique. Her bold, edgy style has taken social media by storm, drawing in audiences with her hands-on expertise and distinctive approach. Kim doesn’t just model her curated collections—each frame she showcases feels like it has a personality of its own. With a signature “up close and personal” touch, she highlights the intricate details of every design. It’s a captivating experience that keeps you coming back, as she handpicks the most innovative, futuristic frames that truly stand out. The best part of her job is connecting with people—educating them and building meaningful relationships around how their eyewear has positively impacted and enhanced their lives.
@Alexahecht
Alexa is an optometrist who has captured our attention by sharing her expertise on all things eye health. With her refreshing smile, stylish approach, with a blend of tips, trends, and medical insights, Alexa has built a loyal following, both with her patients and the online community.
She finds her inspiration in being an integral part of her patients’ joy and overall experience. With over 2.4 million likes on her feed, there’s no doubt Alexa is leading the way—bringing her knowledge and passion from Canada, with love.
Sue, our true fashionista, has been an optician for an impressive 36 years. Recognized as a trendsetter, she was even named “Best Dressed” in the 2021 Globe and Mail feature, where she effortlessly showcases her stunning eyewear collections. It was that same year that Sue realized the full power of social media and took her game to the next level.
She discovered that modeling frames online is the best way to truly highlight how style can enhance a person’s look. People connect more with glasses when they see them on a face, rather than on a display or in a case. By building intimate relationships with her customers, Sue places fashion at the forefront, making the artistry of eyewear her ultimate goal. It all begins with glasses!
Kristie has been a practicing optometrist for almost 20 years. Eight years ago, she started posting on social media in joining a direct sales company. It reignited her passion for eyecare while teaching her about personal branding. Kristie gives back to the entire optical community, by being receptive and generous by supporting others while featuring her own favorite brands. Her affable nature has made her one of the most sought-after OD influencers within our industry, as she is true to who she says she is. Kind, compassionate, and caring, and she has the ability to engage many, to follow her on her social media platforms. Giving back is a big part of her appeal, and we recognize her significance as “The one to watch!” As Kristie advocates,” Helping people see more clearly each day I’m at the office makes my heart happy. To know this is my calling and I’m blessed to be able to offer my services”. Most recently at MIDO 2025, Kristie took over the TEF Magazine Instagram feed, featuring some of the hottest new trends in high fashion eyewear.
Tom has been a certified optician for 6.5 years and started to post on social media only last year. His zany humor and “wild and crazy guy!” personality, sparks great engagement. Although he is still new to the “influencer” game, we believe that Tom will also be one of our top leads in optical. He wants to share that it’s okay to have fun, smile, dance, and be stylish, in very cool glasses!
Tom’s favorite part of his job is the personal connection that he forges, and how styling his customers in cool glasses can inspire joy and happiness. Tom also has a very generous heart, and that comes through in his gifting accessories to his followers. We hope to see more quirky, crazy, and fun posts, as he always makes us smile with his refreshing style of presenting super cool glasses!
We always love the international flavour of talent, and Kirsty has hit the bullseye with her quirky and fun videos. She inspires education, dedication, and self-deprecation when she posts, and is hilarious! Her nature inspires us to consider her one of the top leads in her field, as she inspires so much goodness and kindness, by being fun and offbeat.
The word “nerd” comes to mind, but all in good fun! Kirsty started to post three years ago to amuse herself and to her amazement, she gained a global following. People relate to her lighthearted and joyful spirit and she enjoys working in the independent sector. She loves bringing humour to her colleagues and peers in hopes to brighten everyone’s day!
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