Diana Hall: Bard Optical
President/owner of Bard Optical Diana Hall truly graduated from the school of hard knocks, and is a phenomenal success because of it. She grew up on the south side of Peoria near Trewyn Park, and attended Harrison, Trewyn, and Manual High schools. She was engaged at 16, and after completing high school as the No. 9 graduate of her class, Hall married nine days later—to the disappointment of many of her teachers. She became a mother a year and half later, and had her second child two years after that. After nine years of marriage, she became a single mom. Through dedication and being open to the life lessons that came her way, she was able to persevere in her career, and she’s never regretted any of her life’s choices.
Hall began working at a combination jewelry/optical organization at age 16, and was employed there for more than 18 years. Although she wasn’t originally interested in optometry as a stand-alone business, the company she worked for experienced the most growth in that area of the business, and as a result, so did she. “I started there as a clerk, and with the philosophy of learning anything and everything I could, I eventually assumed the position of general manager over the then-64-office organization,” she said.
Being fired over an ethical difference turned into a golden opportunity for Hall. “Perhaps that’s the day out of necessity I decided to own my business. All things happen for a reason, and I believe my path was being charted—I didn’t make the decision to follow that path or not.”
And Bard Optical was born. What began as one office in the Metro Centre has grown to 18 offices throughout central Illinois, with the most recent addition at Shoppes at Grand Prairie. She knew the cities that would be her initial focus after her experience managing the 64 offices for her previous employer, and Hall steadily grew her business. “We followed that plan, always keeping a close eye on markets in which we already did extensive marketing,” she said. “In that way we could add an office without significantly adding to our electronic advertising budget.”
Hall continues to improve Bard Optical by augmenting the business through two new business partnerships, additional offices, expanded vision care programs, safety eyewear division, laboratory, and more. “We’re always focused on growth,” she added. “For example, we opened the Grand Prairie office with a different décor and with a more upscale designer mix to our frame selection. We’re also testing some other internal programs in that office for possible expansion into our other offices. At present, we’re also reviewing other locations in two different markets. We’ve added vision care insurance, savings programs, and an expanded safety eyewear program to the plans we offer on a business-to-business basis. It’s my belief that you grow or you begin to fade away. That growth can be in market share, locations, programs, and earnings—whatever your plans cover.”
Since Hall took over in 1981, Bard Optical has been recognized by both the vision care industry and the community—she received the Athena Award, the ywca’s Edythe A. Cohen Business/Industry Award, and the 25 Women in Leadership Award. Most recently, she was named one of the 50 Most Influential Women in the vision care industry by a national trade magazine. The company also received the Chamber Small Business Award, and was listed as one of the top 50 optical organizations in the country by a national trade magazine. “I’m very proud we’re the only 100-percent woman-owned company on that list, and I believe the only woman-owned business there.”
As president and owner of the company, Hall said no two days are ever the same for her, which suits her perfectly. “I’m responsible for guiding the corporate ship,” she said. “I meet with our managers, set objectives, create programs, visit offices, meet with our doctors, select and buy product offerings…whatever is necessary to keep our ship moving forward on a sound financial basis. Each and every day we’re planning for tomorrow’s successes and challenges.”
The challenges Hall faces as president/owner of such a successful company don’t change much on a daily or even yearly basis—they just come up at different times. Her main concern is, of course, competition, but she’s always trying to make a difference in the industry with the level of customer service Bard Optical employees provide. “Competitive challenges become a bigger issue each time another ‘big box’ comes into the market. The economy is forever a challenge, and unfortunately it’s something we can’t control in our plan. We are, however, fortunate enough to be in a great position to be able to react quickly to a changing environment. We consistently work on training our staff on expanded vision care, new products in the marketplace, patient service, insurance training, and so forth. What sets us apart is our service. We want our patients to feel they’re a part of the Bard Optical family.”
She said her company’s market position is the “fine line between private optometry and what we lovingly call commercial optometry.” Bard Optical employees strive to make their patients feel like they’re visiting a doctor’s office, while at the same time they enjoy the selection of a large retail store.
Hall served as a member of the Heart of Peoria commission. She’s currently a board member of the Kickapoo Council of Girl Scouts and incoming chair of the National Organization of Women Business Owners (NAWBO). When it comes to finding the time to give to her community, she said it’s all about setting priorities. “When you really want to ‘give back,’ you do it.”
The best part of her career, as well as the most challenging, according to Hall, can be answered in just one word: change. “And since change is coming whether we like it or not, how you feel about it just depends on you.
I choose to embrace it and let it take us forward a day at a time.” TPW
Hall began working at a combination jewelry/optical organization at age 16, and was employed there for more than 18 years. Although she wasn’t originally interested in optometry as a stand-alone business, the company she worked for experienced the most growth in that area of the business, and as a result, so did she. “I started there as a clerk, and with the philosophy of learning anything and everything I could, I eventually assumed the position of general manager over the then-64-office organization,” she said.
Being fired over an ethical difference turned into a golden opportunity for Hall. “Perhaps that’s the day out of necessity I decided to own my business. All things happen for a reason, and I believe my path was being charted—I didn’t make the decision to follow that path or not.”
And Bard Optical was born. What began as one office in the Metro Centre has grown to 18 offices throughout central Illinois, with the most recent addition at Shoppes at Grand Prairie. She knew the cities that would be her initial focus after her experience managing the 64 offices for her previous employer, and Hall steadily grew her business. “We followed that plan, always keeping a close eye on markets in which we already did extensive marketing,” she said. “In that way we could add an office without significantly adding to our electronic advertising budget.”
Hall continues to improve Bard Optical by augmenting the business through two new business partnerships, additional offices, expanded vision care programs, safety eyewear division, laboratory, and more. “We’re always focused on growth,” she added. “For example, we opened the Grand Prairie office with a different décor and with a more upscale designer mix to our frame selection. We’re also testing some other internal programs in that office for possible expansion into our other offices. At present, we’re also reviewing other locations in two different markets. We’ve added vision care insurance, savings programs, and an expanded safety eyewear program to the plans we offer on a business-to-business basis. It’s my belief that you grow or you begin to fade away. That growth can be in market share, locations, programs, and earnings—whatever your plans cover.”
Since Hall took over in 1981, Bard Optical has been recognized by both the vision care industry and the community—she received the Athena Award, the ywca’s Edythe A. Cohen Business/Industry Award, and the 25 Women in Leadership Award. Most recently, she was named one of the 50 Most Influential Women in the vision care industry by a national trade magazine. The company also received the Chamber Small Business Award, and was listed as one of the top 50 optical organizations in the country by a national trade magazine. “I’m very proud we’re the only 100-percent woman-owned company on that list, and I believe the only woman-owned business there.”
As president and owner of the company, Hall said no two days are ever the same for her, which suits her perfectly. “I’m responsible for guiding the corporate ship,” she said. “I meet with our managers, set objectives, create programs, visit offices, meet with our doctors, select and buy product offerings…whatever is necessary to keep our ship moving forward on a sound financial basis. Each and every day we’re planning for tomorrow’s successes and challenges.”
The challenges Hall faces as president/owner of such a successful company don’t change much on a daily or even yearly basis—they just come up at different times. Her main concern is, of course, competition, but she’s always trying to make a difference in the industry with the level of customer service Bard Optical employees provide. “Competitive challenges become a bigger issue each time another ‘big box’ comes into the market. The economy is forever a challenge, and unfortunately it’s something we can’t control in our plan. We are, however, fortunate enough to be in a great position to be able to react quickly to a changing environment. We consistently work on training our staff on expanded vision care, new products in the marketplace, patient service, insurance training, and so forth. What sets us apart is our service. We want our patients to feel they’re a part of the Bard Optical family.”
She said her company’s market position is the “fine line between private optometry and what we lovingly call commercial optometry.” Bard Optical employees strive to make their patients feel like they’re visiting a doctor’s office, while at the same time they enjoy the selection of a large retail store.
Hall served as a member of the Heart of Peoria commission. She’s currently a board member of the Kickapoo Council of Girl Scouts and incoming chair of the National Organization of Women Business Owners (NAWBO). When it comes to finding the time to give to her community, she said it’s all about setting priorities. “When you really want to ‘give back,’ you do it.”
The best part of her career, as well as the most challenging, according to Hall, can be answered in just one word: change. “And since change is coming whether we like it or not, how you feel about it just depends on you.
I choose to embrace it and let it take us forward a day at a time.” TPW