As smart eyewear continues to gain traction in the optical sector and related technology rapidly advances, the role of the optician is also changing. Serving as a vital connection between prescribers and wearable tech, opticians are being called upon to make sure that smart glasses—eyewear that includes features such as heads-up displays, audio-only capabilities, augmented reality, and image/video capture—correctly accommodate a patient’s vision prescription, lifestyle demands and facial structure. This ensures the device successfully operates as functional corrective eyewear.
Recognizing that for patients in need of vision correction, smart eyewear combines consumer electronics with traditional optical dispensing, experts posit that opticians must be proficient in managing physical fit and weight limitations, handling prescription integrations, navigating repair or warranty procedures, and advising patients on technological specifications. Experts say, establishing reliable support procedures and maintaining transparent communication is key to building consumer confidence and driving repeat business.
“Opticians need to know about smart eyewear because eyewear now lives in three worlds: medical, fashion, and wearable technology,” said George Bourque, ABOM, owner of Concord Optical in Massachusetts, an independent optical practice. “More and more people are using wearable technology, and many of those people already wear eyewear.
George Bourque, ABOM.
“As opticians, we need to be the experts in frames and lenses, and smart eyewear is a new category of frames,” he added. “We already have sports eyewear, fashion eyewear, safety eyewear and sun eyewear. We need to understand how to fit each type and educate our patients about when, why, and how they should wear them. We need to do the same with smart technology.”
According to Cira Collins, MPH, ABOM, NCLEC, LDO, who is currently is an optical trainer for Kaiser Permanente and serves on the board of directors of the American Board of Opticianry and National Contact Lens Examiners (ABO-NCLE), the initial obstacle opticians need to overcome when it comes to smart eyewear is the fear of the unknown.
“First, don’t be afraid of smart eyewear,” she said. “We used to think that progressives would kill the bifocal business. They didn’t. We thought contact lenses would kill the eyewear business. They didn’t. This is another additive technology that will shift how we do business, but it will only be the downfall of those who do not embrace it. If anything, it will point business toward us. The best time to start understanding and embracing this opportunity is yesterday. The second best is right now.”
Cira Collins, MPH, ABOM, NCLEC, LDO.
Traditionally, the optician has been responsible for the fit and manufacture of eyewear. With smart eyewear, opticians are going to need to become consultants around wearable technology, according to Collins.
“We will need to do far more than adjust frames,” she stated. “We will need to know how to help patients select smart eyewear, interpret and apply water resistance ratings, understand any subscription models, read and understand the terms and conditions, connect smart eyewear to phones and help patients to determine which AI models are most useful to them. With all these skills, we only have had expertise in adjustment and selection. Our skill set will grow from necessity.”
Consumer Demand and Product Visibility
Marketing smart eyewear in a dispensary or optical boutique demands a unique strategy, experts say, with the optician serving as an expert fully versed in the specific functionalities, advantages, and troubleshooting protocols for every product. By prioritizing training and setting up interactive in-store demonstrations, optical shops can allow consumers to engage with technology directly. Taking it a step further, a knowledgeable team is then well-equipped to address client inquiries, showcase product capabilities, and deliver reliable post-purchase assistance, which ultimately fosters confidence and customer retention.
Of course, in order for customers to purchase smart eyewear, they need to know it exists in the optical store. More and more, smart eyewear is finding its way from behind the counter and more frequently is appearing front and center, often demanding its own display as consumer interest grows. This center-stage approach is essential to further position optometric practices and optical dispensaries as the experts in smart glasses.
Bill Gerber.
“Visibility dictates credibility. If smart eyewear is hidden behind a counter or treated as an afterthought, consumers will simply buy it from consumer electronics stores or online giants,” contends Bill Gerber, founder and CEO of OMG! Optical Marketing Group and Contentlinq in Solana Beach, Calif.
“We build dedicated smart eyewear and tech centers into every retail layout we design,” he added. “These are interactive, experiential destinations within the dispensary featuring integrated power solutions, touchscreens for story-driven brand engagement, and QR code integration for digital offers and product specs. You have to create an environment that clearly signals to the patient, ‘We are the experts in high-tech eyewear.’”
Bourque said his shop is starting small with smart eyewear, making sure his staff is educated, and encouraging them to wear and use the products themselves.
“In my shop, we offer several options from several different companies. I was an early believer in smart eyewear, and I have a few pairs displayed,” he said. “At first, people mainly asked us questions about smart eyewear. Now, more people are coming in and asking whether we carry specific types or models. It is still not a large part of the business, but it is growing.”
Smart Eyewear Is Here to Stay
While that optimism is shared by many, experts caution that the window to adapt is rapidly closing. To prevent falling behind, opticians and optical dispensaries must be proactive as smart eyewear and its underlying technology rapidly progress on a near-daily basis. Unlike in the past, this new wave of eyewear retailing extends beyond traditional optical shops to include consumer tech companies and major big-box retailers.
George Bourque, ABOM, owner of Concord Optical in Massachusetts, said his shop is “starting small” with smart eyewear, making sure his staff is educated, and encouraging them to wear and use the products themselves.
“The current level of complacency in the optical industry regarding smart eyewear is concerning,” said Gerber. “Dismissing this sector as a niche novelty is a strategic mistake Smart eyewear is a permanent evolution of our product category, and practices that fail to prepare their staff, physical spaces, and business models will see their market share erode rapidly. Imagine being a successful watch retailer 15 years ago, unaware of the tsunami approaching; I fear many in our industry will experience a similar fate.”
Bourque believes smart eyewear will continue to grow and become more widely available through additional frame companies.
“Technology is always developing,” Bourque said. “Most of the new technology we learn about as opticians is related to lenses: new coatings, new photochromic colors, and new polarized lens options. It is rare that someone shows me a frame that truly excites me. Smart eyewear excites me because it brings new technology into the frame itself.”
“I think those who will be most successful are companies that can leverage tech, design, production and distribution,” added Collins. “That’s a tall order requiring cross-sectoral partnerships.”
Bill Gerber, founder and CEO of Optical Marketing Group, said that at his design firm, his team builds dedicated smart eyewear and tech centers into every retail layout they design.
Gerber predicts that the smart eyewear market is on the runway for explosive growth, and he believes that smart frames could easily capture 25 percent or more of the optical market share by 2030. However, he noted, a significant portion of hardware sales will inevitably flow through consumer tech channels.
“This leaves optical practices with lens-only fulfillment—and even that is threatened if tech brands fully integrate direct-to-consumer Rx fulfillment,” Gerber stressed. “This is an urgent call for the optical industry to eliminate the friction in the traditional buying process. To win, opticians must reposition themselves as high-touch tech advisors—uniquely qualified to optimize prescription optics in tech frames, troubleshoot hardware/lens integration, and keep patients’ devices fully operational.”
“If I was entering the job market today, I would focus on building skills around how to build applications for smart eyewear,” Collins added. “The hardware comes first, but the software is what will expand smart eyewear’s frontiers into areas we have yet to imagine.”
