From the Desk of Highland Optisupply
Straight Talk on Tariffs
As a wholesale supplier deeply embedded in the optical industry, and as fellow business owners ourselves, we know that moments like these — when international trade policies shift — can stir uncertainty and fear. New tariffs on imported optical goods have sparked questions across the industry. Unfortunately, some suppliers are choosing to amplify that fear to justify unjustified price hikes.
At Highland Optisupply, we take a different approach. Our commitment is, and always has been, to act as a trusted ally to the independent eye care provider. That means arming you with facts, giving you clarity in chaotic moments, and keeping your costs as low as possible — especially when the industry is tempted to go in the opposite direction.
What Are Tariffs and What Do They Actually Do?
Let’s start with the basics:
A tariff is essentially a tax imposed by a government on imported goods. The intent is usually to make foreign products less competitive against domestic ones, or to penalize certain countries during trade disputes.
Here’s the key truth:
Tariffs affect importers — not end customers — unless someone chooses to pass them along. And even when passed on, the true increase at the wholesale level is often far less than people think.
Take this example:
- A 25% tariff on a $4 stock lens = $1.
- That’s a total landed cost of $5, not $8 or $10.
- Retailers using this to justify a 25%+ price hike are not just passing along tariffs — they’re profiting from your fear.
How Highland Optisupply Responds: Transparency First
We’re here to cut through the noise. Here’s what we want you to know:
- We will only increase prices by the exact amount our suppliers charge us due to tariffs. Period.
- We are not taking advantage of this moment — we are standing with you through it.
- Our margins are already lean, which is why we’ve earned a reputation for exceptional value — and that doesn’t change now.
We are also in constant contact with our suppliers to verify their tariff-related pricing changes. We won’t accept “just because” increases — and neither should you.
Don’t Fall for the Tariff Markup Myth
In moments like this, some companies will:
- Raise prices by far more than tariff increases justify.
- Add “surcharge” fees with little explanation.
- Encourage panic-buying to pad their own bottom lines.
Our message? Don’t fall for it.
At Highland Optisupply, we believe transparency builds trust. If a product’s cost goes up $1 due to a tariff, that’s what you’ll see — no hidden fees, no surprises, and no corporate games.
What’s Causing Backorders — and How We’re Preparing for You
Yes, there’s currently a run on stock lenses. Practices are bulk ordering pre-tariff inventory, which has created temporary delays and backorders across the industry. But thanks to our proactive strategy, we’re positioned to support you:
- We have multiple stock lens suppliers, not a single dependency.
- Our suppliers anticipated demand spikes and implemented safeguards.
- We are adding another major stock lens line to increase availability and flexibility.
Where others are scrambling, we’re expanding.
The Bigger Picture: Don’t Let Short-Term Shifts Derail Your Growth
We understand what it means to run a practice and a business. We know every dollar counts. But here’s the reality:
A $1 increase on a $4 stock lens should not significantly impact your profitability. Let’s keep perspective.
Now is not the time to get distracted by hype or fear. Now is the time to double down on value-based suppliers, smart partnerships, and reliable service.
You Deserve Better. Highland Delivers It.
We’ve built Highland Optisupply around one principle: independents deserve access to the same value, pricing, and support as the big guys — and we deliver that, every day.
You can count on us for:
- Only justified price adjustments — never inflation for profit.
- Reliable communication, so you’re never in the dark.
- A growing lens portfolio that secures your access to inventory.
- A team who understands business owners — because we are business owners too.
We believe you should prosper, not just survive, through seasons like this.
Questions? Need Inventory Advice? We’re Here.
If you’d like help assessing your inventory, navigating stock lens options, or understanding how tariffs might affect a specific product line, reach out. We’re not just a supplier — we’re a resource.
support@highlandoptisupply.com
989-303-1342
highlandoptisupply.com
Let’s face this moment together — with clarity, confidence, and collaboration.
— Dr. Whitmore and The Highland Optisupply Team
