Today we’d like to introduce you to Courtney Avery, LDO.
Courtney, we appreciate you taking the time to share your story with us today. Where does your story begin?
My story is a home-grown story, it started right here in Memphis, TN. I was a graduate of Central High School in 2003 and by the summer of that year, I was in the Optical field. My first job was at 2001 Vision Center, one of the pioneers of Memphis Optical. I was under the apprentice of Mrs. Kym Williams, one of the owners of 2001 Vision Center. A lot of you may know her from being one of the longest private practice owners and her marketing on WDIA radio station in the early 2000s.
Mrs. Kym had a special touch with people. It didn’t matter their race, religion, or where they were from, she could connect with them and most importantly make them smile and feel like family. I studied her and inherited that trait from her. I was a hard worker and had amazing drive and passion and she saw that in me and took me under her wings. Initially, the goal was to become an Optometrist. Mrs. Kym wanted me to go to school to become an eye doctor and do eye examinations. But I fell in love with Opticianry. I worked at 2001 Vision Center for 5 years, mastered the small practice market there, and then the time came for me to further my career.
I moved on to a higher volume, more retail environment Eye Masters Wolf Chase. There, I met Andrew Bodenheimer. Andrew could sell good through communication. There’s a difference between a salesman and a person who educates you and can show you that you need what they are selling, creating a sense of urgency and a call to action and I learned that through Andrew. This was the piece that took me to the next level. I stayed at Eye Masters from 2008 to around 2012 and mastered the high-volume retail environment. I then moved on to Jones Eye Care in Germantown. Here I learned to communicate high-end products.
As we all know Germantown is old money and a lot of it. Here I learned the ability to run a high-end dispensary with big-name brands. In 2014, an opportunity presented itself at Peepers Optical Shoppe. Peepers was owned by a pediatric Ophthalmologist Dr. Carl Flinn. Dr Flinn was and still is known as one of the best pediatric Eye doctors/surgeons in the city. Here I mastered pediatric eyewear, experienced eye surgeries, and a high-volume eye care clinic, and worked in the lab where I learned manufacturing. I worked for Peepers for 4 years and then it was time for me to become my own brand.
This is when I started to pursue my license as a Licensed Dispensing Optician. I enrolled in a 3-year program where I took a series of 4 tests and 36 months of apprenticing and became a Licensed Dispensing Optician. During that time, I had brief stops at Target Optical, J.C Penney Optical, and also a safety contract for Carrier where I went out and dispensed safety glasses to their company. Once becoming licensed I was offered a position at LensCrafters where I was the store market manager for the company. By this time my dream of ownership was starting to develop. While working for LensCrafters I was also working for a company called Well Child. Those who are familiar with Well Child know that Well Child travels throughout the city into the school systems and dispenses eye wear, and does routine eye screenings for children. I did this for over 3 years. But Well Childs services were only for students. This motivated me to complete this service by offering it for everyone with Clariti EyeCare.
After 1 year of being at their core store, they offered me a position at an underperforming new project where they were putting LensCrafters inside of Macy’s. I accepted the challenge. I was able to turn that store into one of the highest-grossing LC Macys in the company within 1 year. I thought I would never leave this position but God has a way of putting us where we are supposed to be when we are supposed to be there. Before I knew it, I had created Clariti Eyecare, LLC.
Clariti was influenced by the pandemic Covid 19. When I saw that all of the eyewear companies shut down and people were in dire need of eye care I created the only mobile Optical Dispensary in the City and the rest is history!
Can you talk to us about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Unfortunately, success does not come without trials and tribulations and my story is no different. I struggled being a minority, which created multiple challenges and doubts. I struggled being younger in a predominately more mature field. With all success comes hate and jealousy and I struggled as I had success with people who I thought were supporters that were not.
After creating Clariti I struggled with funding being the only Optician-owned dispensary in the city. I struggled with my big-name competitors who had more resources than me but feared me because they knew my potential. Life is all about how we deal with struggles. You must embrace them and find a way to enjoy the challenge. Something inside of you has to be fueled by those challenges and make you rise to the occasion.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Clariti Eyecare is the top choice in Memphis, TN, if you are looking for a business owned by a licensed dispensing optician for your optical needs. We understand the importance of sticking to a budget while still providing high-quality optical services. Our opticians will work closely with you throughout the process to ensure you receive the services for your needs while staying within your budget constraints. No matter what service or product you need for your eyes, we guarantee that our opticians will bring it to fruition with precision and skill.”
Clariti Eyecare is a Tennessee Licensed Dispensing Optician offering eye care services. Prescription eyeglasses, sunglasses, and contact lenses. Large selection of Designer Frames. Eye Examination services. Same-day services are available in some cases. On-site Optical Laboratory. Eyeglass Accessories. Customized rimless designs. Contact Lens direct shipping and in-stock pickup. Glasses adjustments and repairs. Mobile Eyeglass Dispensing and adjustment services
History was established in 2018.
Clariti Eyecare is the only mobile optical dispensary in Memphis!! Clariti is owned & operated by Courtney Avery, LDO, FAAO. Courtney is a Licensed Dispensing Optician for the State of Tennessee. Courtney has over 20 years of Optical experience all here in the city of Memphis. He was born and raised here in Memphis, graduated from Central High School, and went on to study Pre-Optometry at The University of Memphis before furthering his career in Optical.
He specializes in Progressive Multifocal lenses, high-power RX treatments, soft contact lens specialists, and pediatric eyewear fitting. We have the largest selection of Designer eyewear with over 3,000 frames in stock and on hand. We have the fastest turnaround time in the city and are the only optical dispensary that offers full-service mobile dispensing meaning we can come to you for everything once you have a current prescription. We specialize in seg height measurements and offer all lens treatments from transitions to AR Coats.
What was your favorite childhood memory?
My favorite childhood memory was sports. I loved playing sports. I played football, baseball, and track, for Snowden in Middle school. I played basketball for Central High School and just played in the neighborhood. My mom lived in Frayser and when I was in the 7th grade, she bought me my first basketball goal.
People from all over the neighborhood would come over and I developed the nickname “Lil Kobe”. My dad lived in North Memphis and my brothers were known for our talent on the court and street. Sports as a child developed so many relationships that I still have and value today. Sports developed competitiveness and passions inside of me to win and want to be the best at what I do. That foundation still motivates me today and gives me direction, discipline, and drive that I use in business daily. Without sports, I do not think I would be where I am today in my respective field.
Contact Info:
- Website: www.ClaritiEyeCare.com
- Instagram: https://www.instagram.com/claritieyecare
- Facebook: https://www.facebook.com/ClaritiEyeCare
- Twitter: https://twitter.com/ClaritiEyecare
- Youtube: https://www.youtube.com/channel/UC6fwNIbxJOm0Yv3FDc68ijg
- Yelp: https://www.yelp.com/biz/clariti-eyecare-no-title
