The Chernoff family, founders of the Oceanside, N.Y.-based New Millennium Eyewear Group, has made it their mission to become personally involved in upholding what has now become a cherished tradition for the company. Each year family members put their eyecare expertise to work at the local Hewlett House, a foundation providing assistance to persons stricken with cancer.

The New Millennium family personally attends and underwrites the event, which gives those in need the opportunity to receive free eye exams and frames at any of the area’s participating retailers. “We know first hand what it is to have a loved one afflicted with this disease,” says Chris Chernoff, New Millennium president. “What we do is just a small way for us to help.”

“New Millennium’s efforts add another dimension to the services we provide,” agrees Hewlett House spokesperson Geri Barish. “We cannot do it alone. The Chernoff family offers a tremendous event we look forward to each year.”