We imported high end frames from Italy, Germany and particularly, France. They dared to make avant-garde styles and colors. We imported their wonderfully different frames at a rate that was unexpected. It was a bonanza for our dispensers. The ophthalmic consumer hungered for the change and was willing to pay the increased cost demanded by the industry's modernization of the new frame craze.

It seduced the patient for frame purchases as never before. For the first time in our history, plano lenses were fabricated for these aficionados. Many emmetropes wanted a frame just like a neighbor or friend recently purchased. This trend eventually leveled off but imported frames continued to be a dynamic force. Today, we see the Asian countries enter the fray and their competition has been fierce. However, many styling trends, except for a few examples, have been keeping afoot at a creeping pace. While the eyecare consumer still thirsts for high end styles, the former passion is not there. Two strong factors contributed to the change. One was the intense interest aroused by contact lenses as a major replacement for eyewear. The need for something special in a frame was no longer important. The development of the soft contact lens and its affordability revolutionized the attitude of ametropes toward vision correction.

The second nail in the coffin of frame makers was the success of refractive surgery. A major interest in those two therapies caused frame manufacturers to take a second look at their role to accommodate the inroads caused by contact lenses and refractive surgery. We must never underestimate the psychological attitudes of our patients. They meander from one fad to another. If our public can sit still for tattoo eyeliner and shadow, the question must be answered, "Is there anything that is too much to endure in the pursuit of chic?"

There is evidence that the "worm has turned." From Cincinnati, Ohio comes word from a LASIK center predicting a 40% decrease in volume this year in comparison to last year. Furthermore, they add that a "faltering economy" is the cause of "continued softness" in LASIK appointments. Reports of unsatisfied LASIK patients have come to the surface regarding post surgical blur, unfulfilled expectations and lack of information, which have added to the reduced interest in the procedure.

So soon, maybe not tomorrow, but soon, it may be a common sight for LASIK surgery patients to be seen sporting new eyeglasses. They say, "It's a fashion statement." Our frame designers and manufacturers have produced an effective push to induce an interest in non prescription glasses. Plano designer sunwear has been in vogue for quite a while. This next step to non prescription wear for fashion is easily believed and acceptable, as glasses will be called "a hot accessory."

For the first time in the world of high fashion, we notice that models are now wearing spectacles as they prance back and forth on their runways. Well known models are being utilized to hawk high end spectacles to the public. Dispensers, ever alert to make the most of a good thing, have decorated their dispensaries with luxurious ornamentation such as chandeliers, flowers, full length mirrors and leather covered seats. This is an effort to change the ambience from a forbidding paramedical to a shopper's dream. Ads in many magazines, other than our own professional publications, are no longer limited to merely designer sunwear. The designers are hoping to suggest that the eyewear consumer will be influenced to change their glasses as often as they switch handbags, shoes or scarves.

Upscale eyewear retailers, according to reporter Ray A. Smith, attest that non prescription sales will be 50% higher this year compared to the same time last year. A steady nationwide increase in sales to people who do not need corrective glasses is taking place. A profile of this group reveals that artists, architects and other creative types dominate this bunch. We are now witnessing clothing stores that are happy to jump on the bandwagon. They are adding stylish eyeglasses and vintage frames to their regular line of clothing. A similar trend is also affecting contact lens wearers who also want that "fashion look." And let's not forget the many non prescription patients/customers who desire to establish a special impression as an intellect, banker, broker, doctor or CEO. There seems to be no better association with a strong and dependable character image than the impression created by an appropriate frame style.

Glasses can become part of a person's established look. Dr. Robert K. Maloney, a Los Angeles LASIK surgeon, reports that in 1999 he performed refractive surgery on comedian, and TV host Drew Carey. However, Mr. Carey chose to retain his accepted identity by continuing to wear his signature frames on television and during other performances. Models like 27 year-old Morgan Cullen include photos with high fashion plano spectacles in her portfolio to augment her chances for success. She says, "We feel that an uneducated public thinks that models are dumb. Eyeglasses make people take us more seriously."