Press Release

MY FIRST SHADES™Reaches out to Celebrity Parents

Celebrity Campaign Spreads Awareness of UV Eye Protection in wake of AOA Report

My First Shades™’ ultimate mission is to encourage early eye protection while raising awareness regarding the damaging effects of UV rays on children’s eyes. In order to help spread awareness and increase action, My First Shades™ has reached out to celebrities with children. The initial celebrity response has been very encouraging, as these celebrity parents seem to realize that sun protection is imperative, and they have been very excited about the My First Shades™ products. By sending celebrity parents samples of My First Shades™ products, the company hopes that more people will follow in these celebrities’ footsteps and protect their own children.

A recent report from the American Optometric Association highlighted the importance of UV protection for eyes. They warn that “prolonged exposure to the sun’s UV rays and short wavelength light (violet and blue light) without proper protection may cause eye conditions that can lead to a variety of vision disorders” (AOA).

However, the statistics regarding parents protecting their children’s eyes is rather shocking: 82% of parents make sure their children are wearing sunscreen when outdoors, but only 32% of parents tell their children to put on sunglasses as well. According to the American Academy of Pediatrics, infants and children under ten years of age are at an increased risk for retinal injury. “Children and teenagers are particularly susceptible to the sun’s damaging rays because they typically spend more time outdoors than adults, and the lenses of their eyes are more transparent than those of adults”(AOA). Exposure to UV rays can lead to eye disease such as macular degeneration which scientists now believe is a leading cause of blindness in older individuals.

My First Shades™ is hopeful that their celebrity outreach program will help spread the message regarding the importance of sun protection for eyes, and encourage other parents to protect their children’s vision.

MY FIRST SHADES™ Shines Light on New E-Commerce Site

Premium Children’s Eyewear Company Announces Website Redesign

My First Shades™ announces the launch of its newly redesigned website and e-commerce storefront at www.myfirstshades.com. The new website spotlights the company’s complete collection of 100% UV eye protection for infants and children while presenting a comprehensive overview relating to the importance of sun protection for children’s eyes. The website presents the consumer with My First Shade’s new youthful logo and an extensive online catalogue of this seasons award winning styles and designs for infants and kids up to twelve years old.

Additional features of the website include a link to the official www.myfirstshadesblog.com and Press Room section that showcases the My First Shades™ coverage in the media. There is also information for the wholesale customer. “The launch of the new website is a real milestone for our company,” said Lisa Medora, Executive Vice President of Marketing and Product Development. “It is the first time we are able to provide an e-commerce store front for our consumers and wholesale customers. It is exciting for us to be able to address several audiences as well as further inform them of the importance of sun protection through our new website.”

The new website has launched in time for the summer season. With My First Shades™ extensive collection, parents will be able to purchase 100 percent UV protection sunglasses for their active children. Each collection is available in an assortment of designs and colors for every child, which can be viewed directly from www.myfirstshades.com.

MY FIRST SHADES™ Reaches out to Low Vision Kids

2007 USA Best Books Finalist to attend Vision Expo East for book signing Concord, MA

My First Shades™, the premium children’s sunglasses that believe in putting childrens’ eyes first so their eyes last, is thrilled to host a book signing at the International Vision Expo East in New York. The signing will be on Sunday, April 13th from 11- 1pm at the My First Shades™ booth 3976. Edie Glaser’s book, All Children Have Different Eyes, is co written by Maria Burgio, Ph.D. and has received rave reviews from all, including doctors, teachers, librarians, parents and children. My First Shades™ and Low Vision Kids, together, are committed to informing parents and children about the importance of healthy eye protection habits.

All Children Have Different Eyes is a skillfully illustrated storybook that portrays characters with different visual impairments and demonstrates how they confidently play and make friends while facing their personal difficult social challenges. Dr. Richard Hertle, Chief of Pediatric Ophthalmology, Children's Hospital of Pittsburgh says, “Ms. Glaser and Dr. Burgio have been able to tell a story in pictures and words that will comfort and inform children with visual problems and their families, it belongs in every eye care professional’s office who cares for children.”

My First Shades™ is looking forward to a great show with their special guest. What does the special guest have to say? “My First Shades is a fine product. It will be an interesting experiment. I do appreciate the opportunity and am looking forward to it!”

MY FIRST SHADES™ Launches New Summer Collection

Sweet New Florals and Sundrenched Colors at The Heart of Children’s Sunglass Line

With the brightness of the summer season on the horizon, My First Shades™ is guaranteed to make a splash with its new premium sunglass line designed especially for today’s kids. Created for infants and children up to age 12, My First Shades™ presents an array of trendy designer colors such as tangerine pink rose and leaf green that make for a fun and exciting way for kids to get 100 percent UV protection with a cool look.

The My First Shades™ summer collection offers an assortment of styles for every child. The ABC Shades™, designed for infants and toddlers up to 36 months of age, are the most popular style and are available in 19 new playful patterns and colors such as pink daisies and blue baseballs. For children ages three to seven years old, My First Shades™ introduces nine new colors designed for boys and girls including navy, true red, hot pink and turquoise and for the sophisticated youngster, a glossy black shade.

”The My First Shades summer line is our most colorful and creative collection to date,” said Lisa Medora, Vice President of Marketing. “They are designed for active kids who love to play outdoors and for moms who want the safety of 100 percent UV protection and quality of a premium sunglass.

In response to the customer’s needs, My First Shades™ has also updated to a new reusable packaging that is easy to open and safely stores each pair of sunglasses.

New MLB Team Logo Sunglasses for Youth Market

MY FIRST SHADES Expands Line of Premium Eyewear For Kids

My First Shades announces the latest addition to their line of Major League Baseball licensed products. The new sunglasses with team logos will be available for all 30 teams and offer the same high quality materials, unique design features and UV protection as their core product lines.

“My First Shades aims to deliver high quality eyewear for children. Comfort, quality, safety and style are the foundation of all our product offerings. If having their favorite baseball team Logo on the glasses gets them excited about wearing sunglasses then it is big win,” said Lisa Medora, Vice President of Marketing.” Technology and advanced design are at the heart of the MLB Collection. The company established itself as being at the forefront of encouraging early eye protection and strengthening consumer awareness about the damaging effects of UV radiation.

“Our professional grade polycarbonate frames and impact resistant lenses provide 100% UV protection (UVA & UVB). The wrap around frame design fits close to the face minimizing peripheral light and maximizing comfort and security,” states Ms. Medora.

The polycarbonate material used for My First Shades lenses is composed of lightweight plastic that is ten times more impact-resistant than regular lenses. These innovative lenses are thinner and more durable, which makes it easier for children to participate in their favorite activities while maintaining comfort and longevity.

The harmful UVA rays, which are present year around, and UVB rays that are more prevalent in the summer and winter months are the main culprits of retinal injury and children 10 years and younger tend to be most at risk. Eye protection is a must, that’s why the company developed their patented line of children’s sunglasses.