Alright – so today we’ve got the honor of introducing you to Janelle Davison. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Janelle, thanks for joining us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
Six years ago, in my late thirties, I found myself juggling multiple roles – a spouse, a parent to two children, a co-founder of a nonprofit, and running my own optometry practice along with an eyeglasses boutique. However, the reality of running my private practice started to take a toll on my life. I was overwhelmed, fed up, and craving a change.
Back in 2010, when I started my business, I had envisioned it becoming the leading vision center in Cobb County. But instead, what I faced was constant staff turnover, jam-packed patient schedules, industry shifts, and rising business costs. It got to a point where I questioned whether I still wanted to practice optometry. It was then that I realized I needed to revolutionize the way I ran my practice.
In my quest for a solution, I stumbled upon a process that helped reduce the time spent by staff on calculating charges for frames and lenses with vision insurance plans. Encouraged by this progress, in 2018, I decided to take a risk and approached my husband, a mechanical engineer with an IT background, to help me develop software that could serve as the foundation for my retail optical business. This software aimed to eliminate staff charging errors, bundle frame and lens options seamlessly, and simplify insurance verification. Together, we studied all the different vision plans, invested our personal resources, and hired a team to assist with the API and coding for the software system. And thus, in 2019, Paradeyem Optical Solution was born.
This technological breakthrough became a game-changer for my independent retail optical business. The creation of Paradeyem empowered my opticians to navigate the complexities of vision plans with confidence, calculate patient charges accurately, create easy-to-understand frame and lens bundles, and verify insurance benefits seamlessly.
In less than a year, we witnessed a significant transformation in our patient engagement during the frame buying experience, leading to a remarkable 30% revenue. This growth also allowed me to reduce the number of patients I examined each day, giving me the precious gift of time to spend with my family and become actively involved in my community.
To my astonishment, in 2022, Paradeyem entered an Optometry pitch competition and emerged victoriously, securing a grant from the Eyes on Eye Care Innovation Summit. It was then that I realized that the risks I had taken were finally beginning to pay off.
The journey hasn’t always been easy, but I’m proud of how far we’ve come. Paradeyem continues to shape the future of my practice, revolutionize the patient experience, and pave the way for even greater accomplishments.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Growing up just outside of Detroit, Michigan, I had always known that I wanted to pursue a career in medicine. After graduating from Xavier University of Louisiana, I discovered my passion for optometry during my sophomore year. Seeking guidance from a mentor, I embarked on a journey that eventually led me to the Pennsylvania College of Optometry in Elkins Park, PA.
While in undergrad, I worked part-time as a bank teller, developing my financial skills. Throughout optometry school, I remained actively involved in my class, serving as the class treasurer. It was during this time that my entrepreneurial spirit started to take shape. Intrigued by business ownership, I took a leap of faith and opened my own practice without hesitation. Through perseverance and determination, I made my dream a reality. Facing various challenges along the way, I never backed down. Growing up in the Midwest, I have always understood the value of hard work and overcoming obstacles.
Driven by my love for technology and innovation, I ventured into the tech arena in 2019. This natural progression aligned with my survival instincts and allowed me to explore new opportunities. My passion lies in providing top-notch care to my patients and offering them an exceptional experience. Setting my practice and eye boutique apart from competitors is a source of great pride for both me and my husband. We are dedicated to breaking down barriers and promoting diversity in optometry and the tech space. It is disheartening to see the underrepresentation of minorities in the field, with less than 2% of optometrists being black. Despite facing adversity, we are determined to change the face of optometry and make a lasting impact.
As we navigate this path, we are aware of the challenges that come our way. It’s been a lonely journey at times, but it fuels our drive to create a legacy. We hope to become the gold standard for optical retail calculation and bundling tools, providing an invaluable experience to our patients.
While financial support and mentorship for start-ups are not easily accessible to everyone, we remain resilient. We acknowledge that the outdated stereotype of the “average” tech founder being a Caucasian male often plays a role in this disparity. Nevertheless, we press on, motivated by our vision and the desire to make a difference.
Our story is one of determination, perseverance, and the pursuit of excellence. Together, my husband and I are building a legacy that will shape the future of optometry and independent practitioners in the tech space.
Have you ever had to pivot?
I had to make a quick change and expedite my plan of opening a practice from 5 years to just 3. Back in 2007, I was working as an optometrist for a local optometry corporate chain. Let me tell you, I was being pushed to my limits, seeing patients every 10 minutes and sometimes even up to 50 patients in a single day! Needless to say, I was far from happy, and the thought of doing this for 5 years seemed unbearable. I wanted to gain more experience before starting my own practice, but the stress was taking a toll on my health.
At that time, the economy was also taking a nosedive. The housing market crashed and people were losing their jobs left and right. Unfortunately, optometry wasn’t spared either. Just when I thought things couldn’t get worse, on my day off, I was called into the store and laid off. It was a mix of shock, relief, and fear. My husband and I had just signed the paperwork to have our home built, and now I was suddenly without a job.
But sometimes, miracles happen in unexpected ways. After some prayer and reflection, I realized that losing my job was actually a blessing in disguise. I didn’t have to worry about the 90-day notice, and I even received severance pay. It was a sign that I needed to take matters into my own hands and pursue my dream of opening my own practice. And that’s exactly what I did. Brilliant Eyes Vision Center was born, and I started working tirelessly to bring my vision to life.
This experience taught me a valuable lesson – no matter how challenging things may seem, God always has my back and will pave a way even when it seems impossible. And now, in 2023, I am ready to take another leap of faith, this time diving headfirst into the tech space. Because as I’ve learned, God keeps removing barriers and creating paths where there seem to be none.
We’d love to hear about how you met your business partner.
In the winter of 2002, right after Valentine’s Day, I crossed paths with my business partner in a chic lounge in Detroit, Michigan. It was a fateful encounter that instantly sparked a connection between us, and before we knew it, we were not just business partners, but also partners in life. Yes, indeed, my business partner is my wonderful and supportive hubby!
While I was residing in Pennsylvania, we embarked on a long-distance relationship. Once a month, my husband would hop on a plane from Michigan to visit me. His unwavering support and enthusiastic encouragement have always been a constant source of inspiration.
Driven by our shared tenacity and entrepreneurial spirit, we wasted no time in solidifying our partnership. As a result, we now proudly own and operate several business ventures, including Brilliant Eyes Vision Center, Paradeyem Optical Solution, Joy & Jane Eyewear, and Lynken Profit Solutions.
Moreover, amidst our entrepreneurial endeavors, we are also joyfully raising two remarkable children.
Contact Info:
- Website: www.paradeyem.com
- Instagram: DrjanelleOD
- Facebook: drjanelleOD
- Linkedin: drjanelleOD
- Other: www.brillianteyesvisioncenter.com
Image Credits
Cat Harper Photography CattEye Media