The 2018 Courses for What’s New University Are Up and Running!

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Please visit to learn more about the event, view itinerary and courses, register for classes and book accommodations.

Registration Instructions:

All of the courses are listed online in the Quick Look Reference Sheet, and in an inline table. To view a more detailed description of a course, click on the individual course in the table. A new page will open which includes a course summary, presenter, CE approvals, and the duration of the course.

Of note, there are five 2-hour courses available, please ensure you do not register for overlapping classes. Additionally, courses that are listed as “Pending” will be updated upon news from the presenter.

Ready to register? Use the following link to get started and fill out the form on the bottom of the Courses & Registration Page. Once submitted an email will auto-generate with a list of your courses. (Please note, we will no longer accept faxed in Registration forms.) If you have questions about how to register, please reach out to your Sales Rep or contact our Customer Service Team at (920) 469-2559.

Earn a Free Hotel Stay & a $50 Gift Card for Your Travel Expenses:

Get started today! All you have to do is order the qualifying amount of Eyezen+ enhanced single vision lenses from Cherry Optical, Inc you’ll be rewarded

Download your promotional flyer here!

*This event is sponsored by an unrestricted educational grant by Cherry Optical, Inc.

Cherry Optical, Inc Takes Home Top Prize(s) at Essilor National Sales Meeting

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January 10, 2018

Wow!  What a year 2017 was for Cherry Optical, Inc!  I’m flying back yesterday from the Essilor National Sales meeting in Austin, Texas with Bill Lee; smiling.  If you know Bill, you know a smile is effortless when you are in his company.  But, I’m smiling from a lot more than Bill’s constant humor.  I’m smiling as I’m thinking about the amazing job all “my people” at Cherry Optical, Inc did in 2017.

“The Award for Essilor Independent Distributor Division Very Important Person of 2017 goes to; Bill Lee, Cherry Optical, Inc!”

“The Varilux Award of Excellence for 2017 goes to; Cherry Optical, Inc!”

“The Essilor Independent Distributor Division Laboratory of the Year 2017 is; Cherry Optical, Inc!”

How humbling.  How satisfying.  Talk about pride!  There’s something special about these awards and accolades that goes way beyond the physical honor.  Knowing how much work, change, and improvement our employees put in to strive to be the best optical laboratory we can; it makes these times of honor extremely gratifying.  Constant improvement comes with a constant challenge.  For every 1,000 great jobs we do, we find ourselves focusing on eliminating the one mistake.  But this is the path we’ve set for ourselves; the path everyone here wants to be a part of; the path of success.

It’s gratifying to know we are achieving success in a way that many find nearly impossible to believe.  We compete directly with, and in the backyard of, “the giants” of our industry.  We compete lens-to-lens with laboratory companies that are 20, 50 and even 500 times our size!  We compete without VSP or EyeMed contract business.  Not only do we compete; we win!  We win with our people, our attention to detail, our innovation, our technology utilization and our amazing Independent eye care professional customers.

I don’t make the lenses at Cherry Optical, Inc.  Heck, I hardly even sell lenses anymore.  I make sure my people have everything they need to succeed and that they hear the voice of our customers’ clearly.  It’s everyone at Cherry Optical, Inc and everyone that supports us that makes these honors possible.  It is with intense pride that I accept these awards with, and on behalf of, the outstanding employees and customers of Cherry Optical, Inc.



Adam Cherry


  • 2017       Varilux Award of Excellence
  • 2017       IDD Laboratory of the Year
  • 2017       IDD VIP
  • 2016       Varilux Award of Excellence
  • 2015       Varilux Award of Excellence
  • 2012       IDD Laboratory of the Year
  • 2010       IDD Laboratory of the Year

Quality and Service Delivered Daily Pt. 3

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The “Front End” of Digital Surfacing: This video will show the first few steps used in the digital and freeform surfacing of optical lenses.
Cherry Optical, Inc began 100% digital surfacing over 10 years ago, which allows us to manufacture lenses at a much higher degree of precision. Through digital surfacing, Cherry Optical, Inc can produce numerous freeform lens designs. As early adopters of freeform technology and digital surfacing equipment, Cherry’s experience is unique – nearly 100% of our progressive lenses are freeform designs.

Lenses processed on-site include Carl Zeiss Vision, Crossbows, IOT, Hoya, Seiko, Shamir, Shaw Vision, Signet Armorlite – Kodak, Essilor, and Varilux Designs.


Catch up on the “Quality and Service Delivered Daily Series”. Videos included review our customer service, massive inventory, and take you on a tour through processes happening at our on-site AR Facility.
View Part 1 here.
View Part 2 here.


Exciting times in the AR Lab!

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This winter season has been an exciting one in the Anti-Reflective Coating Lab already. No, we aren’t having wild parties, or putting up a tree, or even decorating or anything connected with the holidays. We aren’t doing anything crazy. (Well, some of us did enjoy participating in the employees’ Secret Santa adventure.) However, we DO have visitors spending time with us (and no, it’s not Santa’s elves!).

Our visitors are pretty special. These specialists from Essilor have been with us since December 2 and will be with us for a while longer. The exciting part is that this isn’t just routine maintenance, but it is the installation of new production abilities! Once they have completed their tasks, Cherry Optical will be able to produce the newest Crizal technology product, Sapphire® 360° UV! As Essilor states on their website “New, Best-In-Class Transparency with Multi-Angular Technology, new Crizal Sapphire® 360° UV lenses reduce reflections from all directions for less distracting glare, better aesthetics, enhanced UV protection, and safer nighttime driving.”

This installation meant some vast but temporary changes in how we did things in our lab. Because the Essilor gentlemen needed to be working with our vacuum chamber (Buhler/Leybold Boxer) during the day, our 24-hour lab was only in production mode for a portion of our usual hours. Kudos to all the AR lab employees for stepping up, changing hours, taking on extra shifts and doing all they could to help us move all our usual production through in a much shorter time period than we usually have available to us. I have to say, it made things a bit hectic and crazy, but we all knew it was temporary, and part of the impressive growth at Cherry Optical, Inc.

So, not only will we be producing Crizal Avance™, Crizal Alize™, Crizal Easy™ and Crizal Prevencia® coatings, but now also the Crizal Sapphire® 360° UV coating! Talk about being cutting edge in the industry and keeping up with the newest offerings in technological advancements! Our customers will be thrilled with these unique advantages, and we hope to serve them well as we continue to produce excellent anti-reflective coatings for our lenses!

As an AR Lab technician, I look forward to seeing the new products starting to come out of our lab and am excited to see the differences. I find it utterly amazing to think of all that our lenses do for people. As a consumer myself, I look forward to dreaming of a new pair of glasses with this coating to enhance my vision in a wide variety of conditions! I also look forward to what else may come in the future, as we see more technological advances that enhance vision and accommodate visual challenges.

Learn more about our AR Facility and take a quick tour here!

We’re Hiring!

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Cherry Optical, Inc has a fun-filled family atmosphere. We value our employees and want to make sure they enjoy coming to work every day. We are a constantly growing leader in the wholesale optical industry, and take pride in building and maintaining a highly motivated team of employees.
If you are excited to keep busy all day and take pride in a job well done, we have a position for you!
View Available Careers Here.
Available positions on Indeed can be accessed at any time via the “Careers” link in the footer of our website.


Day 1 – The Twelve Days of Baker

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On the 1st (Business) Day of Baker – Baker successfully spread cheer throughout the office today. Our last Secret Santa was a blast as well! Wishing you all a very Merry Christmas! #12daysofbaker #tistheseason

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Day 5 – The Twelve Days of Baker

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On the 5th (Business) Day of Baker – “Little knot here, you can work on that.”
There are only a few days left until Christmas! Check out this hilarious blog with 15 “Christmas Vacation” quotes which provides examples of situations in which to use them. You can view it by clicking here.
One of our favorites:

Clark: “Our holidays were always such a mess.”

Clark Sr.: “Oh, yeah.”

Clark: “How’d you get through it?”

Clark Sr.: “I had a lot of help from Jack Daniels.”