We all know the old wedding rhyme:
“Something old, something new, something borrowed, something blue.”
Though often shortened today, it traditionally ends with, “and a sixpence in your shoe.”
As SILMO Paris and the final Vision Expo West approach, it’s worth borrowing this familiar phrase—not for a wedding, but as a semi-clever lens through which to view the trade show experience.
Something Old
At every trade show, the first appointments we make are usually with the brands we already know and trust—those tried-and-true lines that support our business day in and day out. Trade shows offer the perfect opportunity to reconnect, refresh inventory, and realign goals with those partners who help keep our shelves and boards relevant. Start each day with old friends, these vendors.
For exhibitors, “something old” means honoring existing relationships. It’s easy to take longstanding accounts for granted, but reaching out before the show, scheduling meetings, and checking in on sell-through and satisfaction can go a long way. These conversations lay the groundwork for continued partnership—and growth—in the year ahead.
Something New
This is where many optical shops miss out. So much time is spent in scheduled meetings or CE classes that there’s little left for exploration. Trade shows if anything, are about discovery—new brands, technologies, materials, designs, and opportunities. Set aside time to walk the floor and let your curiosity lead. You may just stumble upon your next bestselling frame line.
The same applies to education. Don’t just fulfill CE requirements—seek out classes that challenge the way you think about your practice. New insights can lead to better patient experiences and more efficient business models.
For exhibitors, “something new” means making yourself discoverable. A closed booth sends a closed message. How much business are you losing out on because you put up barriers before even meeting with a prospective new customer? While appointments are valuable, being open and approachable invites new buyers in. Even the world’s finest hotels and restaurants accept walk-ins when space allows.
Something Borrowed
Walk the floor and observe. There are incredible ideas to borrow when it comes to booth design, product display, and customer engagement—especially at international shows like SILMO, MIDO, opti, and 100% Optical, where exhibitors often take much more creative risks.
Unfortunately, U.S.-based shows like Vision Expo are subject to stricter regulations and much higher costs, which can make booths look homogenized. But inspiration is still out there, especially abroad. I’ve said for years: every optical shop owner should attend an international trade show at least once. Even if you don’t buy a single frame, the ideas you bring home can transform your retail space.
For exhibitors, observing crowd behavior can reveal more than even some of the most expensive market research ever could. What are people flocking to? What stops them in their tracks? The answers to these questions can help shape your product development and marketing strategies for the next season and even the season after that.
Something Blue
In weddings, blue symbolizes love and fidelity. At trade shows, it should remind us of our true-blue relationships—the colleagues, mentors, and friends who share our passion for our shared optical industry.
Trade shows are about more than business. Coffee, dinner, or even a quick catch-up in the aisle with peers can recharge your professional spirit. These shared moments remind us why we love what we do and inspire new ideas and connections.
Exhibitors, the same goes for you. Connecting with your team, your clients, and even your competitors fosters a stronger, more collaborative industry. We may compete in business, but we share a mission: to serve our customers and improve vision care.
Bringing It All Together
“Something old, something new, something borrowed, something blue” isn’t just wedding advice—it’s a blueprint for a meaningful trade show experience. In the short span of three or four days, we have a unique opportunity to connect, explore, learn, reenergize, and grow.
So as you prepare for Vision Expo West or SILMO Paris, take a moment to reflect on this old rhyme. It may just guide you toward your most successful show yet.
P.S. Walking a trade show floor all day is hard enough—no need to add a coin in your shoe. Let’s keep leaving that part out.
