Saint Augustine said, “Right is right even if no one is doing it; wrong is wrong even if everyone is doing it.”

You’ve likely received many letters in the last several weeks addressed to “valued partner,” talking a lot about “uncertainty” and “transparency,” but chiefly, you’ve likely gotten many letters about tariffs. Yes, this letter is one of those letters. However, our message is different.

The facts are the facts; there is a level of uncertainty in business today, and there always will be. We don’t do much touting of our transparency to our customers because we believe transparency should be foundational and expected. At our core, we are customer-centric, and we always will be. So, yes, you are undoubtedly our valued partner.

To get straight to it; Cherry Optical Lab will not assess tariff related charges. You will not see a percentage added to your statements or an additional per-lens line-item surcharge related to tariffs.

You may ask why and/or how. These answers are a bit complex, involving contracted lens material rates established at the beginning of the fiscal year, lean business practices, and an independent optical laboratory running stateside with its customer at the forefront of all its business decisions.

Can we do this forever? No. Probably not. But we are writing to tell you that this is our commitment to you until September 1, 2025. At that time, we will reassess and report back. That’s what transparency looks like to us during times of uncertainty. No knee-jerk reaction price adjustments, no promise to do something today and likely undo it later, maybe. Instead, we’ll do what we know our customers will value as you are our priority. In contrast, the major players are making moves to settle shareholders and maintain their stock value.

Your Cherry Optical Lab Sales Consultant will visit you over the next three months. They’ll want to counsel alongside you on potential alternative lenses and treatment selections; they’ll talk with you about incremental changes to your suggested retail prices and timely promotions that focus on multi and specialty pair sales. This is our continued commitment to support independent eye care and sustainability of your business. With your buy-in, we believe this counsel will enhance your business, making absorbing eventual surcharges more feasible and less urgent and uncomfortable. This is what partnership looks like to us during times of uncertainty.

We are not downshifting with this approach. We are in overdrive. We will continue to reinvest in our infrastructure, hold our teams to the highest standards, support them in every way possible, and remind them of the importance of our work—your complete satisfaction. You will continue to receive the same level of support, quality, and service you have become accustomed to. This is certain.

We will all make it through these times. We’ve done so in the past and we will do so with the next challenges that come our way. We are not sticking our heads in the sand and simply hoping these price pressures go away. Instead, we are standing straight, setting a direction, and we are confident that there is a bright future ahead for Cherry Optical Lab.

Regards,

Adam Cherry