THE SEAL MASK

Goggles. This is often considered the single most important swimming accouterment. Prevent Blindness America reports that more than 3,500 eye injuries, due to swimming and pool sports, are treated annually in emergency rooms. But to find a comfortable pair of goggles can seem like discovering a needle in the proverbial haystack.

Many casual swimmers don't know there are options out there to increase their comfort and their vision. Many of these people are also vision impaired. And, most likely, some of them are your customers. If you have the knowledge of the benefits of proper swim goggles and the lenses and lens treatments that fit into them, you can turn this specialized business into a viable niche.

"It's a niche, and people ask for it," concurs Scott Ellis, owner of five Optical Elements locations in Orlando and Miami. "We do it as a service to our customers so they can come here for whatever they need, rather than having to go someplace else. They expect us to solve their problems, and we try to."

At Purdy Opticians in New York City, a small assortment of swim goggles is offered to satisfy customers with special needs. Says Phil Poppinga, president, "We do it because we do everything for our customers."

The Basics

While most agree this is only a small business in an optical shop-whether you're in water-affluent Miami or landlocked Denver-retailers note that they have success with certain products-goggles and prescription lenses-at specific pricepoints.

"I have had no problems with Aqua Specs (by Rec Specs)," says Ellis. "We just couldn't find others that you could Rx properly. With these, we've had good success, no leakage, and they fit a variety of faces." The goggles retail for $80 at Optical Elements. And polycarbonate lenses cost $90; CR 39 is $60. "It just depends on what the person wants," he says. The goggles feature a soft silicone insert into which the lens fits and that part goes in the goggle itself. "That way we can Rx it with the customer's exact regular lens," says Ellis. "We edge it the same way and use the same equipment as we now have."

The Cousteau Chronicles A new line of swim and water sports goggles, the Seal Mask by Aqua Sphere (distributed by U.S. Divers), was launched recently to optical and sports stores nationwide. Its spokesperson just happens to be the scion of the most famous family of undersea divers and water explorers, Alexandra Cousteau. Born in 1976, she began living up to her namesake at an early age-she learned to swim at 3 months of age. She went on to spend a great deal of time on her grandfather's boats and expeditions, as well as on the explorations of her father, Philippe, who was killed when Alexandra was very young. A recent graduate of Georgetown University, Alexandra has settled in Los Angeles near the water and plans to write a book about the environmental damage that is being done to the oceans around the world. Here, Eyecare Business caught up with this water expert. Eyecare Business: What do you use goggles for? AC: Right now I am learning how to free dive [diving without breathing tanks and equipment] so I use them for that. I also like to do laps in the ocean, and my eyes are really sensitive to salt water, so I love to use them for that also. EB: What is free diving like? AC: I am just starting so I just go down a bit-like 30 feet maximum right now, and I can hold my breath for about a minute. There are techniques which you can use to relax and to expand your lungs. It makes you feel much closer to the ocean and to the movement of the water. EB: What do you love the most about the water? AC: Water is such a primitive substance that it just feels right when you're back in it. I've been in the water my whole life, so it's like second nature. When I don't have a chance to feel that weightlessness I really miss it. I realize it's a part of me. EB: What will your book be about? AC: It is about the philosophy that's been passed on through my family and what we can do to prevent all these things from getting worse. EB: What's it like growing up a Cousteau? AC: It's been a very exciting and blessed life in so many ways-not without pain and loss, especially after the death of my father and grandfather. Hardship makes you appreciate all the things you have. But it has been a really wonderful existence. I've been given so much and I want to give back...and continue in my father's footsteps. -E.M.

At Purdy Opticians, Poppinga notes that Leisure Optics goggles (in bright pink and baby blue) have been successful. He says that at a $35 to $45 retail, they are great for people who "just want something to swim with." For the higher-end swimmer, products from Barracuda fit the bill. "They are $75 to $85," he says, "A bit more expensive, but each customer has to see which fits them the best. That's why we offer the options." Regular lenses in the goggles run about $89 for most prescriptions.

In addition to plano goggles and simple prescription sales, optical retailers can offer further services and features to their interested clients. For example, even high prescriptions can be inserted into some goggles.

At Europtics in Denver, swim goggles are a small yet still present business as well. "We do very few-we're not by the ocean or anything like that, so it's not a huge draw-and we carry Barracuda only," says Carol Canada, frame buyer and store manager. "But we can fit those goggles with all levels of prescriptions-we have even done minus eights."

The Extras

The same profitable treatments that are heating up the lens category in general can often be applied to swim goggles. "We have done all different kind of things like polarized and anti-reflective coatings," says Ellis.

"Some like the AR because of its hydrophobic nature-the AR beads the water right off the lens. When it comes to today's available lens treatments and coatings, you can also do anything you want on the prescriptions for swim goggles, and that can be profitable too," he adds.

In general, optical retailers agree that this niche can be a profit center, albeit a small one. And, best of all, it does not require much maintenance to run. "It doesn't take up much space," says Ellis, "and it doesn't need a premium location." EB