MEMBER PROFILE
Name: Jo Hershman
Position: Manager & wholesale business owner (Rialto Eyewear)
Location: Cammeray Optometrist, NSW
Years in industry: 35
1. What initially attracted you to a career in optical dispensing?
My father, Neil Hershman, ran a successful group of optometrists in the UK and from an early age, I would accompany him to help out. Later, when I started working alongside him, it gave me the opportunity to travel and work across the UK. The diversity of practice locations taught me valuable lessons about product selections for different demographics.
2. What are your main career highlights?
Firstly, I was fortunate to learn from the respected Professor Mo Jalie, a lecturer at City & Islington’s facilities. Secondly, I have had the opportunity to apply my education and experience to create Rialto Eyewear, my wholesale frame business with exclusive agency for Laibach & York, TC Charton and Rialto.
3. What are your strengths as an optical dispenser?
My attention to detail ensures eyewear fits both the prescription and the client’s needs. Staying up to date on the latest optical products, definitely gives me an edge in making informed recommendations. Working both in retail and wholesale, I can contribute positively at different levels and it’s exciting to see my brands represented in optometry practices throughout the country.
4. What advice would you give yourself at the beginning of your career?
One of my biggest regrets is not establishing Rialto Eyewear sooner. I should have followed in my father’s footsteps when I first came to Australia.
5. What are the opportunities and challenges facing optical dispensing?
With the abundance of choices available to consumers today, practices must differentiate their services and provide excellent customer experiences to foster loyalty. The internet has created a vast marketplace for consumers. Offering exclusive products and delivering outstanding customer service are key strategies to compete effectively.
6. How do you ensure your skills and knowledge stay current?
I subscribe to optical magazines and forums, not just in Australia but worldwide. This keeps me informed on new products and the latest trends which usually emerge in Europe before reaching Australia. I also prioritise attending trade shows and maintaining regular communication with sales representatives, whether you buy from them or not. This insight is crucial in formulating our product mix at Rialto Eyewear too.
7. Why did you become a member of ODA?
It’s great to have an association with its members at the core. It serves as a source of information, and a facilitator of ongoing education.
8. What would you say to others thinking of joining ODA?
I encourage you to join the ODA. It provides a wealth of information, and the webinars alone are worth the membership fee.
ABOUT ODA
Founded in 2022, Optical Dispensers Australia’s mission is to transform the optical dispensing industry by creating a community where optical dispensers and their associates can feel supported and inspired through education, events, networking, and employment advice, plus more. Visit: www.odamembers.com.au
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