About us
And out of the pandemic, neOS was born...
The North East Optical Show started off as a dinner during the pandemic as a way for two reps (who also have optical shops of their own) to not only network, but to bring some sense of normalcy to what was otherwise a VERY different time.
As the word spread more reps wanted to be a part of it and in a matter of weeks, what started as a large table in a restaurant, transformed into the ball room of the Renaissance Hotel in Providence, RI with over 50 collections. That was April 23, 2022.
Both Joanna & Jessica represent independent companies and only carry independent collections in their shops, so their fierce dedication to supporting and growing independent brands was a natural fit.
It's your business and YOU should be in charge of it! You are a small, independent business and by working with other independent vendors and featuring these collections , you regain or maintain complete control of your future- Regaining Your Independence... unless you've already had it, then you're maintaining it!
Joanna Ruiz
Joanna has spent more than 20 years in the optical industry, working across a wide range of roles in MD-, OD-, and optician-owned practices. From optician, to frame rep, to her current role as a sales consultant for one of the largest independent lens manufacturers, her passion for the field has only grown stronger with each step.
During her time in the lab setting, Joanna began to truly understand the power of independence. She noticed that many decision-makers weren’t actually making decisions—they were simply following insurance rules and outside pressures within their own businesses. Recognizing this, she saw an opportunity to help practices reclaim their independence, rethink their strategies, and in doing so, rebuild their profitability.
In March 2021, Joanna and her husband opened their first optical boutique with this mindset at the core. Starting from scratch allowed her to fully apply what she had been teaching others. Instead of advising business owners on what they could have done, she was actively doing it herself. Working closely with independent brands has brought stronger relationships, creativity, and far less stress.
Joanna thrives on helping practices take back their independence—whether it’s navigating managed care, optimizing lens options and pricing, organizing boards, increasing profitability, or tackling a challenge no one has thought of yet. She is always ready to support independent opticals in growing, evolving, and working together toward long-term success.
What began as a simple idea—a small dinner for a few like-minded practices—transformed into something much bigger. Joanna shared the concept with Jessica, and together they brought that idea to life. From that collaboration, the North East Optical Show (NEOS) was born.
Jessica’s optical journey began in 2010, sparked by a casual dinner conversation while her husband was preparing to open an optical shop. Still working in finance at the time, she asked a few simple questions that would change both of their careers forever.
After college, Jessica served as the inventory control coordinator for Plimoth Plantation, overseeing five satellite retail stores. Combined with her experience in restaurant management and over a decade in finance—as the director of operations and finance for a national construction company—she naturally gravitated toward the operational side of the new optical venture. Her questions were simple but pivotal: “What are you using for your POS?” and “How are you going to track your COGS?”
From there, Jessica stepped in to build out the SOPs, customer management systems, inventory processes, and cost tracking. The plan was to get everything organized… then return to finance. But optical had other plans.
In 2011, while attending SILMO to source independent eyewear for their shop, Jessica was asked a few more life-changing questions—and soon found herself becoming a frame rep in addition to running the store. Over the years, she has represented renowned independent collections throughout the Northeast, including Lafont, Robert Marc, Lunor, l.a. Eyeworks, Kirk & Kirk, and Nina Mûr.
Jessica’s distinctive approach to optical—treating frames and lenses as “widgets” and the business like any other retail operation—has proven effective. Her family-owned store continues to grow year after year, all without accepting insurance or offering discounts.
Then, once again over a meal, an unexpected conversation brought Jessica and Joanna together. Without even realizing it at the time, they combined their strengths, shared their vision, and here we are!
