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SEEING IS BELIEVING

Longe Optical's half-century of success is based on customer service.

BY KIMBERLY FOX DEMEZA

THE YEAR WAS 1949. AMERICANS BOUGHT television sets at a rate of 100,000 per week to watch the popular shows, “Ozzie and Harriet” and “Candid Camera.” The big screen entertained us with movies like “All the King’s Men.” Arthur Miller's play, “Death of a Salesman,” won a Pulitzer Prize and George Orwell's novel, “1984,” gave Baby Boom parents a glimpse of the future for their offspring.

In 1949, a Fort Wayne couple also had a vision when they opened a small optical service store and pioneered same-day, complete optical service. Fifty years later, Longe Optical's operating philosophy of convenient service in a friendly, family-run environment remains. Owner Larry Kensill has dedicated his working life to the business, having started as an employee while still in high school. When presented with the opportunity to purchase the company in 1977, Kensill did not hesitate. “I knew I could carry on the tradition the Longes established,” he says.

“I believe we do as good a job as any optical business in the country at taking care of our customers and providing them with the highest quality eyewear available at low prices and with fast service,” Kensill explains. With five locations in the Fort Wayne area and two additional stores in Auburn and Kendallville, Longe Optical enjoys a significant share of the market. “We maintain one of the area's largest inventory of frames, lenses and contact lenses, which helps us to maintain our service and prices,” he adds.

In addition to everyday prescription eyewear, Longe has a full lab, complete repair service and a separate department for safety wear. “SAF-Vu” makes safety glasses for a number of businesses in the Tri-State area and follows the same policy of fast service. “Longe is a superb company to deal with,” says Judy Butler, human resource director of MTI Insulated Products. Our employees can count on Longe for service, convenience and up-to-date technology.”

Advances like titanium frames are but one example of the response of the optical industry to the aging, 76 million-strong Baby Boom generation. Other popular new developments include no-line, invisible bifocals; lightweight, plastic transition lenses that darken in the sun; and special lenses and tints for computer use. The spectrum of eyewear options, coupled with the demand for convenient and affordable quality eyewear, keeps customers coming back to Longe Optical.

Furthermore, while other large retailers have come into the market, Kenstil believes Longe Optical has held its own through satisfied customers. “We're making glasses for the great-grandchildren of some of our original customers,” he says, adding that he feels people look at Longe as the home-town, locally-owned optical company, providing eyecare to the area for more than 50 years.

"I believe we do as good a job as any optical business in the country at taking care of our customers and providing them with the highest quality eyewear available at low prices and with fast service," says Larry Kensill, owner.

FORT WAYNE BUSINESS JOURNAL