Lens Express was a direct-mail-order company that sold contact lenses that were available over-the-phone, and also offered a free catalog. The company was well known for Lynda Carter (TV's Wonder Woman) appearing in its ads, including her famous trademark sayings such as "I wouldn't trust these baby blues to just anyone!" and "Make your life a whole lot easier!". In 2002, Lens Express was acquired by 1-800 Contacts. History In 1986 a business administration and finance student of University of Florida, Engin Yesil and his friend Yalie Golan started Lens Express from their Fort Lauderdale apartment. Engin was to have returned to Turkey to manage his father's shoe business, but saw a greater venture in Florida. Unlike other states, Florida provided a better opportunity for growth while still operating within state rules and regulations. This became important since Lens Express, as a company, was breaking ground for consumerism. In the 1980s the world of contact lens usage was exploding due to the growth of the soft contact lens market. However, access to contact lenses as a product was restricted as it was unsafe for people to purchase products from anyone other than the eye doctor. On April 2, 1985, WCBS-TV, New York Consumer Editor Betsy Ashton, interviewed by Meredith Vieira, reported on the optometric industry's battle against mail-order contact lens firms. Representing the American Optometric Association, Dr. Paul Farkas argued that mail order contact lenses were unsafe. Conversely, USA Lens founder Dr. Joseph Seriani extolled the virtues of his firm while arguing that many eye doctors' services were superfluous for otherwise healthy patients. The report also mentioned that certain states, including Hawaii, West Virginia, North Carolina, and Minnesota had restraint of trade laws in effect to prevent advertising for contact lenses. Launch Until the Federal Trade Commission ruled in 1985, eye doctors (Ophthalmologists and Optometrists) had to provide contact lens prescriptions to their patients so that the patient may shop for contact lenses as a consumer; withholding a contact lens prescription would be considered restraint of trade. Linda J. Kaplan, an Ophthalmologist, advocated for patient consumerism and joined Lens Express in 1987. As Director of Quality Assurance, the company located to Pompano Beach. No contact lenses were sold to first time users, rather only replacement lenses were sold. Kaplan's advertising campaign for Lens Express was directed at educating the American consumer: "I endorse the Lens Express program because they guarantee