The company was well known for Lynda Carter (TV's Wonder Woman) appearing in its ads, including her famous trademark sayings such as "I wouldn't trust these baby blues to just anyone!"
[1] In 1986 a business administration and finance student of University of Florida, Engin Yesil and his friend Yalie Golan started Lens Express from their Fort Lauderdale apartment.
On April 2, 1985, WCBS-TV, New York Consumer Editor Betsy Ashton, interviewed by Meredith Vieira, reported on the optometric industry's battle against mail-order contact lens firms.
Conversely, USA Lens founder Dr. Joseph Seriani extolled the virtues of his firm while arguing that many eye doctors' services were superfluous for otherwise healthy patients.
The report also mentioned that certain states, including Hawaii, West Virginia, North Carolina, and Minnesota had restraint of trade laws in effect to prevent advertising for contact lenses.
Kaplan's advertising campaign for Lens Express was directed at educating the American consumer: "I endorse the Lens Express program because they guarantee to deliver the exact same lenses your own doctor prescribed, while making the purchase of new, fresh replacement lenses, easy and convenient for thousands of men and women across America" Linda Kaplan, MD, PA, FAAO.
[5] This lead Lens Express to procure the services of former Wonder Woman actress Lynda Carter for the new national television campaign: "I wouldn't trust these baby blues to just anyone!
[8] May 2000 Summit Technology entered into an agreement to sell its Lens Express business unit to Strategic Optical Holdings, Inc. for $31 million cash, plus a minority equity interest in the acquiror.