AWP: “From Scrubs to Style: Eyewear, Fashion, and Practice Strategy with Mikki Collins”

"In this episode of the Aaron Werner Podcast on iCode Media, Aaron sits down with the dynamic and multifaceted Mikki Collins—a former surgical tech turned optical fashionista, ABO speaker, and industry insider. From the OR to the runway, Mikki shares her unique journey and dives into the evolving intersection of optical retail, fashion, patient experience, and practice growth.

What You’ll Learn:
 • Mikki’s journey from ophthalmology surgical tech to optical fashion leader
 • Why opticians should know the story behind the frame—and how to tell it
 • What bespoke acetate is and why it matters in premium eyewear (yes, even Kate Spade!)
 • The real role of frame reps—and how to partner better with them
 • How AI tools like ChatGPT can help forecast trends and understand local demographics
 • Using social media trends and retail experiences (TJ Maxx vs. Gucci!) to design your optical
 • How to elevate your team’s communication, styling, and selling confidence
 • Why “practice, not roleplay” can transform staff training
 • Tips for masterclass binge-watching that actually helps your clinic
 • Why it’s okay to say “we’re not for everyone”—and how to lean into your brand identity

Resources & Shoutouts:
 • Optical Women’s Association (OWA) 
 • MasterClass picks: Salman Rushdie, Jocko Willink, Daniel Pink
 • To Sell Is Human by Daniel Pink
 • Extreme Ownership by Jocko Willink
 • Building a StoryBrand by Donald Miller
 • Vision Source (https://visionsource.com) FrameDream Program
 • HubSpot Academy (https://academy.hubspot.com/) – Free sales & marketing courses
 • Coursera (https://www.coursera.org) – Retail & psychology courses

Whether you’re an OD, optician, or part of the optical care team, this episode is packed with practical tips and inspiring insights on how to build a smarter, more stylish, and more strategic optical.

Contact Mikki Collins: Mikki.Collins@safilo.com"

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