Many things are now being marketed and sold on a subscription basis – software, Netflix and more. And now . . . Prescription eyeglasses. I was stunned to see the advertisement in the Pure Wow on line newsletter I receive daily.

Check it out. Endless Eyewear allows you to rent or buy sunglasses from them. Once you sign up, they have a slick way to shoot a video of your face. Next you see your face on the screen with different sunwear and frames on your face. A hip looking pair of sunglasses cost $189.00 to buy or $24.00 per month to rent. Unlimited “swaps” or changes in your frame or sunglass style. And brand names you will recognize are listed on the website. I’m not sure how this will be profitable for them, but it’s an interesting new angle.

Mindi Lewis, MA, ABOC, FNAO, is an industry professional with experience from exam room and dispensing table to marketing and national account management. She has an AS in Optometric Technology, a BS in Allied Health Education, and was an Optometric Technology Instructor at St. Petersburg College, Florida. She has worked for SOLA Optical, Carl Zeiss Vision and Essilor, and is currently a consultant and speaker, and Managing Editor for Jobson Medical Information's Opticians Handbook. To contact: [email protected]