ONEONTA, N.Y.—Silver Dollar Optical, the eyewear company based here in central upstate New York for 35 years, is preparing for Jan. 1, 2017 when the company will begin to operate with its new name, SD EYES.

The company along with its sales, customer service and distribution teams, has been preparing for the change for some time, a move which, executives said, better reflects the latest direction of the company and the development of its own collections.

Since 2008, the company has been under the direction and ownership of Dan Bliss, president, who purchased the business from its founder Ron Russ. Bliss started out as a sales telemarketer, eventually moving up through sales and into an executive position with the company.

Said Bliss, “SD EYES is the new name for our journey forward. In choosing the name, SD EYES, we want to make the transition as smooth as possible for our customer base, which speaks to our history. But we are rebranding as a look to the future, and we see the SD EYES brand as one that reflects the values of fashion, craft and service that we’ve worked hard to develop over the last three decades.”

The company has started to communicate with its long-time customers across the country about the new identity. A new revamped website will also be launched in January to illustrate the more contemporary look and logo the company is adopting, with sections for accounts to view the collections, catalog and log in to other service areas.

Bliss emphasized, “SD EYES has earned a position among the most reliable in the industry. We intend to maintain our service heritage even as we showcase our offerings with a group of diverse collections, which we think speak to many customer groups out there—fashion frames for all.”