Today we’d like to introduce you to Dana Cohen.
Thanks for sharing your story with us Dana. So, let’s start at the beginning and we can move on from there.
I grew up in Newton, MA and attended Brandeis University. I had ambitions to become a Pediatrician and while in school my Optometrist Dad taught me optics and how to fabricate eyewear. The thought was for me to work my way through grad school while making a few dollars as an Optician. Upon graduating Brandeis, I starting working at an optical company in Concord, MA but after a short 4 months (in 1976) I was approached to purchase a little dispensary located within a jewelry store. This small 90 square foot shop was the start of Medford Optical. After five years of operating it I realized that I still had a passion to help kids and no one was paying much attention to the little ones needs for prescription eyewear. I sent out a letter to every Ophthalmologist in the state introducing myself as a Pediatric Optician and took out a small loan to purchase about 600 children`s frames. Most of my optical colleagues ridiculed me and insisted that I was wasting my time and money because “kids don`t need glasses”. It took about eight years of promoting and word of mouth until the concept caught on and Medford Optical went through a dramatic transition from mostly serving adults to what it is today, about 75% pediatric eyewear! I established the reputation of being the “go to” optician for families whose kids under the age of five were in need of eyeglasses. My average customer travels about 45 minutes to visit our store as we have become a regional business with a destination worth driving for.
In 2007, Boston Children`s Hospital chose us to partner up with and I opened the Medford Optical at Waltham located within the Ophthalmology Department at their Waltham site. We regularly see kids from all over the world who visit Children`s Hospital for complex visual disorders. I specialize in fitting children who are autistic as well as those who are physically or mentally challenged. Obviously I never made it to medical school but the career that has I have chosen has been very rewarding and certainly a challenge at times. There is nothing more exciting than to watch a two-year-old toddler take their first steps in front of you as soon as you fit them to their first pair of eyeglasses!
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
There have been some struggles along the way. During the beginning days of promoting the store as a Pediatric Optical Shop I found out that the letter I sent out to the Eye Doctors was mostly treated a “junk mail” and tossed out. I still continued to pursue my goal and over many years and with the parents telling the doctor upon returning that they had a very successful visit to our store we started seeing families from all over the state of MA that would visit us for their eyewear needs.
Gradually my business has become about 75% pediatrics and a HUGE struggle for me is to figure out how to NOT alienate the adult population. We do some great work with the adult’s population but are constantly asked “Do you do adults too?” I have certainly created a niche business and what I have found out is that you can’t be everything to everyone!
Alright – so let’s talk business. Tell us about Medford Optical – what should we know?
I am very proud of the fact that I have found a way to distinguish us apart from all other optical businesses. The optical business in today’s marketplace has become very competitive and there are optical shops on every corner just like gas stations! Based on our reputation of over 40 years of being Pediatric Eyewear Specialists we are now getting referrals from Eye Doctors that have their own on site optical shops in their offices. That is probably the biggest compliment when an Ophthalmologist feels that we will take better care of their patient than their own staff.
Is there a characteristic or quality that you feel is essential to success?
I pride myself on me and my staff treating every person as part of our own family. We are honest and have the highest morals when discussing the individual`s visual requirements. We make every effort to not give them a “sales pitch” but rather an honest discussion about what products will benefit them the most.
Contact Info:
- Address: Medford Optical & Medford Optical At Waltham
16 High Street 9 Hope Avenue
Medford, MA 02155 Waltham, MA 02453 - Website: www.kidsoptical.com & www.medfordoptical.com
- Phone: 781-391-8222 (Medford) & 781-216-1444 (Waltham)
- Email: info@kidsoptical.com
- Facebook: www.facebook.com/medfordoptical
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