For the past 15 years, Renata Nannetti and her father, Alex Berkovich, have been partners in a Sterling Optical franchise. Alex has been a licensed optician for more than 40 years. Renata is also a licensed optician who followed in her father’s footsteps decades later.
Since 2001, Renata and Alex have worked together in multiple Sterling Optical franchise locations, including the original location on Fulton Street in New York City.
Alex always dreamed of having his daughter follow in his footsteps. Renata brings the trendy vibe to customers. Alex brings his experience and knowledge of all types of eyeglasses. He claims to be able to fix any type of frame. We recently caught up with Renata to find out their “family secrets.”
What prompted you to follow in your father’s footsteps?
My father would always tell me how great helping others made him feel. This gave me the motivation to want to do the same for people.
How do you work as a father/daughter team?
I learned how to be a business owner from my father. He taught me how to be strong and confident when running a business. In turn, I have taught him patience and understanding. Dealing with the public can be difficult sometimes.
Has working together ever presented any specific challenges?
We have not encountered many challenges because we each do a different type of work in the store. He handles the lab and all the ordering, and I deal with the sales, paperwork and insurance. If any problems arise, we have a conversation about it, come to a solution, and move forward. We try to not talk business outside of the shop.
How do you use technology and social media in your business?
We utilize Facebook, email marketing campaigns, Yelp, Groupon, and other coupon services to put us ahead of our competitors and as a tactic to bring in new customers.
What is your proudest moment?
Our proudest moment is when a patient puts on his or her new eyeglasses or contact lenses and has a huge smile on his or her face. We also love hearing patients tell us that they were referred to us by a friend or family member based on their experience(s) with us. Our number one goal is providing excellent customer service!
Do you have any advice for fathers and daughters who work together?
Fathers and daughters should listen to each other and use the knowledge each one brings to the business to grow together.