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DALLAS—Eyemart Express is celebrating its 30th anniversary by recommitting to its founding mission, “Improving Lives by Helping People See Better,” and will engage with associates and customers to mark this milestone through several other programs, according to a recent announcement. These programs include offering customer giveaways, inviting store associates to participate in “Pay It Forward” programs, seeking to improve lives with charitable giving, and the launch of a commemorative eyewear collection, among other promotions.

In terms of involving employees, Eyemart Express is inviting store associates to honor the company’s mission to improve lives with “Pay It Forward” cards. The cards give an additional $25 discount on in-store purchases of $50 or more. Eyemart Express associates can give the cards to a person of their choosing, including a friend, family member, or customer, in hopes that the card recipient will then pay it forward and improve the life of another person with a small act of kindness.

“Our associates are the heart of our business, so it was imperative that we include them in our anniversary festivities,” chief marketing and merchandising officer Paula Puleo Blomquist said in the announcement. “We look forward to seeing how acts of kindness, be it volunteering or holding the door for someone, enrich local communities and make a lasting impact on someone’s day, or even more powerful, a life.”

In addition, Eyemart stores are giving away more than $24,000 with a “2020 Glasses Giveaway” promotion. Customers who make a purchase in stores will automatically be entered to win a $2020 gift card that can be used on new frames, sunglasses, lens treatments, and accessories. One customer winner will be selected each month through Dec. 31.

Eyemart Express also is commemorating its 30-year legacy with the launch of a new limited-edition anniversary frame collection. The collection includes two frame styles that were selected from the archives of best-selling in-house designs from released over the last three decades.

Both 30th Anniversary Edition styles feature a polished metal design paired with accents of a pearl acetate in timeless oval and square shapes. The 30th anniversary edition frames start at $99.95 and will be available, while supplies last, online and in stores nationwide by July 6.

Over the last 30 years, Eyemart Express has developed strong relationships with vision-focused philanthropies. The optical retailer has donated thousands of frames over the last 12 years, most recently in February, to Cedar Springs Vision, a nonprofit that operates an eye clinic in partnership with the University of Houston College of Optometry.

With 220 stores in 40 states, Eyemart Express ranks among the Top 10 optical retailers with banners that also include the names Vision4Less, Visionmart Express and Eyewear Express.