A Vision Expo West Story

August 27, 2024

From left to right: Designing in New York City before VEW 2009 launch; our first VEW booth; Amy writing our very first order for Eye Associates Group of Hartford City, Indiana, who is still a partner today!

 

 

By Jim and Amy Schneider

I woke up my wife, Amy, from a very deep sleep on a Sunday morning September 28th, 2008.

“I have an idea to start an eyewear company that honors God.”

Amy rolled over and said, “You’re crazy, go back to bed.”

I convinced her that I wasn’t that crazy and she warmed up to the idea that day. As it turned out, Vision Expo West was happening that same week. “If we are thinking of starting an eyewear company,” she said, “we need to go to Vision Expo.”

So, we booked a trip to Vegas on that Monday and arrived on Wednesday. I was overwhelmed by the sheer number of eyewear brands and the massive companies behind them all. But, after three days on the show floor, we decided to pursue my ‘crazy’ idea and start a new eyewear company, Eyes of Faith Optical.

It’s easy, right?

(By the way, before launching EOF, I had a pretty stressless gig in the insurance business, with zero knowledge of the optical industry. I quickly went from someone who made a great living at reducing risk for my clients, to leaving a lucrative career and taking a huge risk in an unknown professional landscape. But, I often say, “sometimes the greatest risk is not taking a risk.”)

On the flight home, I said to Amy, “we need to launch Eyes of Faith here next year.”

And, by faith, we did it.

In September 2009, after a successful introduction of our brand at Night of Joy, an annual music festival held at Walt Disney World® from 1983-2018, we went straight to Vision Expo West with 12 early-concept prototype styles. All we really had was a brand name and a new message to share with the optical industry. To our surprise, we pre-sold more than $6,000 in frames for delivery sometime during Spring 2010. In 2009 numbers, we were thrilled that our sales at least covered the cost of the booth!

Fast forward to 15 years later.

We truly believe that Eyes of Faith is so much more than the eyewear within our collections. It’s a brand with an emotional connection and our frames are a lifestyle choice for thousands upon thousands of people. We’re an organization that embodies the spirit of David vs. Goliath. A brand that reflects love in a broken world. A brand that is mission-minded prioritizing Return on Relationship (ROR) over Return on Investment (ROI). A brand that does things a bit differently, including praying for your team and patients.

Throughout the years, every frame you have purchased has made a difference. Together, we’ve helped establish a sustainable vision clinic in Ghana, West Africa, and delivered eye care and eyewear to thousands of people in need all over the world. And just offering our brand in your optical has sparked conversations that changed lives.

We have embraced the same tagline since 2009:

Purpose. Passion. Style.

Let’s continue to write the story…together.

Thank you to all who have supported us since 2009!

With Eyes of Faith,

Jim and Amy Schneider
Co-Founders

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