There’s more to the sunwear story than sunglasses. The most important part is actually the sun lenses themselves.

These include a broad range of materials, photochromics, and polarized products, and—definitely the most difficult to display—a variety of Rx sun lens colors.

To learn more, we tapped two high-end practices that do a great job of inviting patients into the sun lens selection process:

→ Ruth Domber, co-founder of 10/10 Optics in New York City

→ Chet Steinmetz, O.D., owner of Visual Effects Optical in Chicago

THE PROCESS

To these ECPs, sun lenses aren’t a niche. “We suggest them to every single person who comes in,” says Domber. “We don’t presume they don’t want them just because they didn’t ask.”

Dr. Steinmetz agrees. “When someone picks up their clear pair, I say something like, ‘The next time you’re around, think about prescription sunglasses.’ 

“Once they’ve tried the new clear pair, they often say they can’t see out of their plano sunglasses like they do out of their new ‘script’ lenses. That’s the opening.”

PRO TIP: “Don’t think consumers know what they want,” says Domber. “They won’t ask.” 

BEST PRODUCT

Domber shares that 10/10 Optics sells a range of polarized product as well as photochromic lenses. “My lens of choice for sun lenses will always be polarized. We also recommend a backside AR.”

For Dr. Steinmetz, “90% of my prescription sunglasses are with polarized lenses because they take care of any situation. All of my progressive lenses are digital, so we’re combining two of the best optics around.” 

PRO TIP: “Many people are very color-specific,” says Dr. Steinmetz. “I tell them to choose based on what their stomach likes.”

PRICES + PROGRAMS

10/10 Optics “is exclusively high-end,” says Domber. “Within that, we do have good, better, and best.”

Dr. Steinmetz adds, “I offer a 10% discount for multiple pairs and repeat clients. Most of my sunglasses are made by my Rx lens vendors and are priced just like my clear lenses.”

PRO TIP: Some price tiers may not be available for this segment. “I don’t have a budget collection,” says Dr. Steinmetz.

MATCHY-MATCHY?

“Generally, opticians match the lens color to the frame rather than to the patient’s visual preference,” says Domber. “We do the reverse. It’s important that the patient samples different lens colors to see which one their brain likes best. That will supersede aesthetic choices.”

Dr. Steinmetz shares the same view. “I don’t want someone to choose lenses based on the frame. That doesn’t serve the purpose of addressing which color your eye and stomach like.”

PRO TIP: “It’s always based on how the patient likes to see the world,” says Domber.

PRESENTATION + DISPLAY

“Most lens literature is printed,” says Domber. “I’m working with labs to get lens blanks so I can make my own display. 

“I want to be able to say, ‘Here are all the polarized and Transitions lenses and colors. Now, let me look at your prescription, and, based on that, here are the parameters.’”

“My philosophy? If you don’t have it, you can’t sell it,” adds Dr. Steinmetz. “If you want to sell sun, you need to put money into a good display. That’s why a quarter of my product on display is sun.”

PRO TIP: “Showing lens colors from a brochure isn’t enough,” shares Domber.

What’s most important when it comes to the category? Both agree that taking charge of the process is critical. Like you, they are, after all, the experts.