For many years, Broward has been the scene of great transformations. Its communities, businesses, and residents' habits have changed, but some things remain: trust, personalized service, and the importance of feeling like you belong.

 

That spirit is present in the story of Optician Abe Balmori, of Cuban origin, and owner of Personal Eyes in Coral Springs. With nearly 46 years of professional experience, Balmori has witnessed not only the evolution of optometry, but also the changes that have shaped the community he chose to serve.

 

Before opening his own business, Balmori worked for a decade at a store in Plantation. That experience gave him firsthand knowledge of Coral Springs and an understanding of the market he wanted to target: middle- and upper-income families and households who valued quality, service, and long-term relationships.

 

A community that has changed

Since the opening of Personal Eyes, Coral Springs and its surrounding areas have undergone a major demographic transformation.

 

Balmori acknowledges that one of the less favorable changes has been a slight decrease in disposable income. However, he also highlights a positive feature: the community has become more international and diverse.

Today, the greater stability of the residents allows for strengthening those bonds and maintaining a relationship that, in many cases, extends over years and reaches different generations of the same family.

 

The value of treating people like people

What's the secret to maintaining a business for so many years and earning the trust of several generations?

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For Balmori, the answer isn't in a complicated strategy. It's in something much more traditional: the way each customer is treated.

 

“Treating each client as you would like to be treated,” listening to their needs and using professional expertise to meet them are principles that, he explains, remain fundamental.

 

There is also one rule he considers essential: don't oversell and never promise more than you can deliver.

 

For Balmori, honesty must take precedence over immediate profits. The reward, he asserts, comes with time, when a customer returns, recommends the business to a family member, or brings the next generation along.

 

Between Miami and Broward

Balmori lives in Miami, while his business is in Broward. This distance often sparks curiosity among those who know him.

Her answer is simple: she enjoys her neighbors and the community where she lives, but she also deeply appreciates the commercial atmosphere and community life of Coral Springs.

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The journey, of course, has its drawbacks. Commuting time and, increasingly, traffic are part of the routine. However, for him, the balance is still worth it.

 

Nearly five decades watching the profession change

After almost 46 years as an Optician, Balmori has experienced a technological and medical revolution firsthand.

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Eyeglasses and contact lenses have advanced tremendously, and today there are many more options to improve patients' quality of life. Significant progress has also been made in the treatment of eye diseases, including macular degeneration, as well as in cataract surgery.

 

But along with these technological advances, Balmori insists on something he considers fundamental: prevention.

 

It is recommended to have annual eye exams even if a person does not notice any changes in their vision. Some diseases can progress without producing obvious symptoms until the problem is more advanced.

At Personal Eyes, consultations are thorough, in person with an optometrist, and usually include pupil dilation as part of a comprehensive eye health assessment.

 

The convenience of digital versus the value of advice

Like virtually every sector, the optics industry has also felt the impact of the Internet and the constant search for lower prices and greater convenience.

Balmori notes that some customers request a copy of their prescription to buy glasses online. The question she raises is not only how much the product costs, but who ensures that the glasses are the correct type, that they have been manufactured according to U.S. safety standards, that they fit the face properly, and that they can be repaired when needed.

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There is also another, less visible issue: who advises the consumer to determine what is really the best option for their needs.

 

For Balmori, therein lies one of the great differences between buying a product and receiving a professional service.

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As opticians, he explains, there is a responsibility to protect the consumer that goes beyond a simple commercial transaction.

 

Restoring sight, improving a life

Among the greatest satisfactions of his profession is precisely what may seem simplest: helping a person see better.

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“Being able to restore someone’s sight and improve their quality of life” is, for Balmori, one of the most rewarding experiences of his career.

 

Their philosophy consists of dedicating time to educating the customer, explaining the available alternatives and helping them choose what suits them best.

 

He insists that this is not aggressive sales tactics, but professional advice.

That distinction sums up much of his understanding of the business: the optician should not simply be a place where lenses are sold, but a space where the customer receives guidance and builds a relationship of trust with a professional.

 

A piece of advice that never goes out of style

Among the recommendations that Balmori offers to its clients, there is one that it considers especially important: to use sunglasses regularly.

Many people underestimate the risks to which their eyes are exposed to ultraviolet radiation. Good quality sunglasses, with or without a prescription, help protect the eyes and the surrounding skin from the effects of UV radiation, as well as reduce glare.

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In a climate like that of South Florida, where sun exposure is part of everyday life, that protection becomes even more important.

And there's an added benefit: reducing glare can contribute to safer driving.

 

The advice for the next generation

After decades building a local business, what would Balmori say to a young person who dreams of starting their own business today?

 

Her answer is simple and, perhaps precisely for that reason, powerful: find something that truly excites her and pursue it.

 

He acknowledges that what a person is passionate about may not always be the most lucrative option. But he remembers a fundamental truth: a large part of life is spent working.

 

That's why, she says, it's worth choosing an activity that allows you to enjoy that time.

 

A story that is part of Broward

Abe Balmori's journey reflects an important part of Broward's business history: that of professionals who not only open a door, but stay, get to know their customers, see their families grow, and evolve along with the community.

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At a time when many purchases can be made from a phone and business relationships can be reduced to a screen, the Personal Eyes experience represents another way of doing business.

 

One based on listening, guiding, keeping your word, and building trust.

And perhaps that is the true legacy of 25 years of community publishing: telling the stories of the people and businesses that, year after year, help give Broward its identity.

 

Abe Balmori's story is, ultimately, a story about vision. Not just about seeing better, but about seeing the long term: understanding a community, caring for people, and building a business with an eye beyond the next sale.