Fareha Anwar General Manager Eye-Q Optometry Lincoln, Calif.

Fareha Anwar began honing her managerial skills at a young age while working as a teenager in her mother’s beauty salon. After obtaining a bachelor of arts degree in sociology from the University of Oklahoma, she directed a staff of 25 sales associates and held full P&L responsibility for several LensCrafters stores in California. Today, as the general manager of Eye-Q Optometry in the Sacramento suburb of Lincoln, Calif., Anwar has developed into a strong leader with a motivational management style and reputation for building and retaining a first calss sales team. She oversees the daily office operations of the 10-person practice and is charged with all administrative aspects including budgeting, purchasing, billing, human resources policies, procedures and payroll. She is also responsible for timely execution of financial reporting, including operating forecasts, cash flow planning, as well as sales and marketing direction of the practice. Her business philosophy focuses on educating the patient about the importance of vision care and marketing the “personal touch” aspects of the optometric practice where patients’ business is appreciated and repeat customers are a mainstay.

SHE SAYS...“I project self-expectations. I expect high levels of performance from myself and those around me. I aim to bring the best out of everyone and expect each person on the team to contribute per their responsibilities to make for a successful business effort.”

Lopa Desai Director of Marketing Kenmark Group Louisville, Ky.

Chosen Because...“Her leadership skills and knowledge have been instrumental in building an in-house marketing team with a clear focus on growing Kenmark’s business and making them a leader in the industry.”

Her first job in optical, Lopa Desai joined Kenmark in 2008 and in the two years since has clearly made an impact on her colleagues and vice versa. “I love my job because of the people I work with, from my colleagues and leadership to our customers,” shared Desai. “There is so much passion for what we do, it is infectious.”

In her present role as director of marketing, she is accountable for the company’s marketing strategy and those of their brand portfolio. She also works on new business development, brand management, advertising, public relations and creative, as well as trade show management. “I really see my job as one of facilitator,” she explained. “Someone who is able to recognize where there is opportunity and clear the path for my team to succeed.”

Desai knows there is much more to learn, but feels like she stepped into the career she had always been searching for. One, however, that is not without its challenges: “We as an industry are seeing a lot of change, both in its shape and the ever evolving needs of our customers. There is so much more information available, the challenge is fighting through the clutter and connecting with our customers in a meaningful way,” she said.

SHE SAYS...“I have never been in an industry that’s so supportive of women. I wish more [women] were aware of the opportunities in optical. The career they want is theirs to take... just go out there and grab it!”

Amanda Ditch Operations Manager Clarkson Eyecare Ellisville, Mo.

Chosen Because...“She gives great input on everyday operations of the company and is a true leader and mentor to the staff. She keeps her offices running smoothly and efficiently and is always there to help out.”

Amanda Ditch is currently the operations manager for Clarkson Eyecare, a company she’s been with for 14 years. It’s her early start in the business that helps Ditch perform her long list of daily tasks. Her uncle and aunt, Dr.’s Lawrence Jehling and Lynette Lui, founded the company and Ditch started working there in college as an optician while studying for a biology degree. She then became an office manager and later, a Lasik administrator. She was promoted to her current position five years ago and today, oversees 14 primary eyecare offices as well as two Lasik centers.

She credits planning and modern technology with helping her keep track of a very hectic schedule. “You have to stay on top of everything in order to be able to answer questions at a moment’s notice. I plan my week the Sunday before even though I know that it’s going to change.”

When it comes to her inspiration, she names Clarkson’s Gerald and Bill Jehling as her main sources, along with her office managers whom she credits with keeping her positive.

SHE SAYS...“As with any business, customer service should be first and foremost. Remember that you need patients, and without them you don’t have a business. Patients don’t need us, we need them. If we don’t take care of our patients, we don’t have a business.”

Jennifer Peiffer Marketing Manager i-dealoptics Ferndale, Mich.

Chosen Because...“According to her nominator, Jennifer’s creativity and devotion to her customers has been an integral part of i-dealoptics growth and success.”

Jennifer is responsible for the creation of all advertisements to the trade, the creation of marketing pieces, catalogs, developing the company’s website and maintaining relations with a large customer base, as well as giving her two cents on product development. “I never get bored,” said Peiffer. “There is always something new to stretch myself.”

Peiffer started in the optical industry in college when she took a job at a large retail chain on the advice of a friend and upon graduation became an optician and frame buyer in a private practice. But eventually she felt she had achieved all she could there. Having already developed a relationship with management at i-dealoptics through her frame buying role, a job offer from the company offered her a chance to do something new and different.

“I started at the bottom and knew nothing about this side of the business,” she added. “But the more I grabbed responsibility, the more they let me and it snowballed and it’s been great.” Peiffer feels she has been able to so because the optical industry fits so many different lifestyles and personalities and offers so many avenues for different types of people to lend their strengths.

SHE SAYS...“My goal is to always do better than I did before, be it a tangible thing or an intangible thing. I am always learning, growing and improving.”

Amy Schneider Director of Style and Co-Founder Eyes of Faith Optical, LLC West Middlesex, Pa.

Chosen Because...“Amy used her experience as an optician to build a new company from the ground up. She is an inspiration for others to step out of their comfort zones and accomplish something truly amazing.”

As one of the founders of Eyes of Faith Optical, Amy Schneider, along with her husband Jim, has done something the optical industry has never seen before. Two years ago, they began Eyes of Faith, a purpose driven eyewear company that gives 10 percent of its gross sales to Christian children’s charities through their non-profit Eyes of Faith Foundation.

A dispensing optician for 15 years before starting Eyes of Faith, Schneider is responsible for the company’s product and brand development (their first eyewear collection recently hit stores), finishing their first sunwear collection and she is currently designing the company’s first licensed brand, a Veggie Tales eyewear collection for children.

She also handles all of the company’s merchandising and promotions, as well as any of the additional little tasks that arise with a start-up company. But she never loses sight of the company’s primary purpose. “There is an enormous amount of need across the globe. Eyewear has provided us a vehicle to give back and I get to make a difference in people’s lives everyday,” Schneider said.

SHE SAYS...“You can’t be afraid to take risks. The biggest risk was us not taking the risk. This is an amazing industry and no matter where your talents lie there is a place for you and something for everyone.”

Ann Shanley Vice President, Marketing & Services Polycore USA Reno, Nev.

Chosen Because...“She has developed great relationships with Polycore’s business partners and has spearheaded a complete re-branding and positioning of the company. Her influence is very deep both inside and outside of the organization.”

During her college years, Shanley held a clerical job at a Bakersfield, Calif. eyecare center. This experience helped her land a job as a receptionist and customer service rep for the U.S. division of Polycore, the Singapore-based lens manufacturer. After graduating college, she remained with the company, which promoted her to supervisory positions in sales, marketing, customer service and inventory management and distribution.

Deciding to concentrate on marketing, Shanley took charge of Polycore USA’s customer communications. She implemented a customer-centric approach that helped to distinguish the company’s marketing materials and programs from its competitors. “We learn about our customers’ business and beyond,” said Shanley. “If that means customizing a solution for them, we do it.”

She credits the late Calvin Howell with teaching her about the optical business and about how to manage people. Lloyd Yazbek of Central Optical is also someone who inspires her. “He said if you make business simple and pay attention to what matters most you’ll succeed,” she noted.

SHE SAYS...“Never pass by an opportunity to learn something, whether you think it’s part of your job or not.”