Tom Sasso on opticianry, social media, and making eyewear personal Peter Precht talks with Tom Sasso, an optician and optical manager who has built a strong presence on TikTok and Instagram by teaching, styling, and advocating for better patient experiences. The conversation covers Tom’s path into eye care, how he thinks about frame selection, inventory cleanup, independent eyewear, and why relationships matter more than transactions. They also dig into online ordering, smart eyewear, photochromic options, and how opticians can use social media to educate rather than gatekeep. Key topics Tom’s path into opticianryHe started in eye care in 2018 after working admin in a family optometry practice in New Jersey.A move to Michigan led him to a local optometrist hiring an optician in Holland, where he spent nearly seven years.He later moved into optical management at an optometry practice near Jenison, Michigan, while also working part-time at a boutique shop.How he got obsessed with eyewearTom says meeting reps and designers for independent eyewear changed everything.He became deeply interested in what frames can do for style, confidence, and self-expression.His background in fashion, including watching Project Runway, also shaped his approach.Why opticianry is really about peopleTom describes opticianry as helping provide vision while also building people up.He emphasizes that many patients dislike glasses because of how they feel about themselves, not just because of the prescription.He focuses on listening first, then finding frames that fit the person’s lifestyle, wardrobe, and goals.Inventory cleanup and merchandisingTom inherited a large backstock problem and worked with reps to exchange dead inventory for better-selling frames.He stresses that inventory should support the patient experience, not overwhelm the sales floor.His approach is to clear old stock, create better merchandising, and bring in fresher collection's patients have not seen before.Frame selection should start with the patient, not the frame boardHe argues that opticians often fail by jumping straight to frames without understanding the consumer.He looks at lifestyle factors like work, hobbies, and whether someone needs polarized lenses, secure fit, or everyday wearability.He rejects styling every patient based on his own taste.Gendered frame boards are a bad habitTom explains that he reorganized one office’s frames by collection instead of by gender.He says most frames are unisex and that steering a patient to the men’s or women’s section can undermine dignity and trust.He uses gender-neutral language and asks pronouns when appropriate.Social media as education, not gatekeepingTom sees TikTok and Instagram as a way to educate other opticians and the public.His content often debunks myths quickly and visually, especially around fit, A measurements, and frame size.He believes opticians should share knowledge freely, not hoard it.Online ordering is a challenge, but also a learning opportunityTom has a love-hate relationship with online glasses sales.He says many people order online because they are anxious, under-served, or budget constrained.He will gladly help with PDs and adjustments, because good service can build long-term trust even if the sale happens elsewhere.Independent eyewear and value creationTom talks about the difference between mass-produced frames and thoughtfully designed independent lines.He values craftsmanship, design intent, and supporting actual designers.He also explains how lenses create value, not just frames.Smart eyewear and Meta glassesTom says he is skeptical of Meta glasses for most patients and is openly not enthusiastic about them.He sees a place for them in low vision, hearing-related, and certain professional use cases.His concerns center on privacy, misuse, and whether the product actually fits the customer’s needs.Photochromic and tints have improved a lotTom says photochromic technology has improved dramatically, especially newer generations like Transitions Gen S.He’s also excited about fashion tints and colored lenses, which are becoming more popular with younger wearers.His main criticism is that some opticians rely too heavily on technology instead of customizing for the wearer.Branding as an optician mattersTom supports opticians branding themselves and building a personal identity.He points to people in the industry who are known by their style, education, or social presence.He sees personal branding as a way to create loyalty and communicate values clearly.The broader missionTom wants opticians to work together, share wisdom, and stop acting territorial.He believes the profession will grow if opticians support each other and take pride in what they do.The episode ends on a message of teamwork, education, and professional confidence.Timestamps 00:00 - Introduction to Tom Sasso and why his perspective matters 01:04 - Leaving admin work for opticianry in Michigan 02:29 - How independent eyewear changed his career path 03:27 - Moving into management, social media, and trade shows 05:10 - How his social media presence began during a difficult personal season 06:09 - Why opticianry improves vision and self-esteem 09:14 - Why buying glasses feels overwhelming for consumers 12:41 - Cleaning up a backstock problem and rebuilding inventory 16:11 - Social media growth, expertise, and stopping gatekeeping 18:00 - Debunking frame size myths and the limits of A measurements 20:00 - Choosing different frame lines for different offices 21:49 - Learning a new market’s demographics and price sensitivity 23:47 - Why organizing frames by gender misses the point 27:43 - Using gender-neutral language and asking pronouns 28:40 - Radical inclusivity and making social media welcoming 31:29 - Why people buy glasses online and what opticians can learn from it 36:02 - A story about stolen frame designs and online counterfeits 37:56 - A bad online-ordering example with a prescription and fit failure 40:34 - A rare online success story with a low-prescription patient 43:29 - Creating value through frame construction and lens education 46:21 - How boutique social media differs from practice social media 50:15 - Mobile opticianry and private, in-home styling 53:30 - Why Tom is skeptical of Meta glasses for most patients 55:23 - Legitimate use cases for smart eyewear 57:31 - Photochromic technology and why it has improved 59:24 - The danger of over-relying on technology instead of customization 64:34 - Personal branding in opticianry and why it helps the profession 67:19 - Final message: opticians should support each other Talk with Peter Precht: www.eyecclearly.com
