Wendy Buchanan

Finding Your Niche

One of the first things you notice about Wendy is her glasses. They are always unique, look good on her and co-ordinate well with her outfit. In fact, you could say that Wendy is a walking advertisement for her product, because what she sells is glasses - not just any old spectacles – but ones that suit your image and lifestyle. And more, she makes “house calls” and will come to your home or office, to help you make the best selection.

As a trained optician and image consultant, Wendy has combined her experience and expertise to develop a unique, niche business for herself. After seven years, she has close to 900 clients, of which two-thirds are women, and as more people reach over 40, it is safe to predict that this is a growth industry.

Bringing the service to the client, has afforded Wendy the flexibility she needs to work around her two small children. She can make appointments to suit her timetable and usually works a couple of evenings when her husband is available to take on the family responsibilities.

Finding the right balance has not always been easy. Take when her son was born. With a relatively new, and growing business, Wendy was scared to slow down and so she worked hard to keep both the business going and look after a preschooler and baby as well. “I was in fear mode” she confesses “and you don’t make your best decisions out of fear.” She ended up exhausted and was forced to slow down.

Like many women, Wendy did not leave school and decide to be an entrepreneur. Her first career was as a dental assistant but unhappy in this field, Wendy went back to school and completed her two-year training to be an optician.

At weekends, she took some image courses, partly to improve her own appearance, but also because she thought she might like to become an image consultant.

In 1998, Wendy decided to forge out on her own. She grew the business mainly by networking. Word of mouth was, and still is, her main form of advertising.

She loves working for herself. “I’m not good with rules and regulations. I hate being restricted. This way, I am in control. “she shares.

However, she also recognizes that she’s learned some lessons the hard way. “If I had to do it over, I’d probably have a more structured business plan, and get some professional advice. She admits “While I had the passion and confidence, I probably would have got there faster.”

An integral part of Wendy’s success is Wendy. With her warm, bubbly personality, she has a way of making people feel comfortable and at ease, so choosing glasses becomes a fun experience.

Contact information Wendy Buchanan – Perceptions Eyewear Inc. You can reach Wendy at wendy@perceptionseyewear.com

Wendy is profiled in the Company of Women’s book The Courage to Succeed: Inspiring Stories from Enterprising Women.