The Power of Personal Brand: Dr. Janice Luk's Story of Finding Profound Work Happiness
This is a special article I'm excited to share. Dr. Janice Luk is a friend and colleague, and I've witnessed her incredible career transformation over the last few years.
She's a leader in the eyecare field – BC Doctors of Optometry board member and sought-after speaker for dry eyes. She has also branched out into the cosmetic industry as an influencer, speaker, and co-founded a brand, Eyethos, which focuses on education through products. She balances all of this while working as a full-time optometrist.
Dr. Luk built a unique career she truly loves, but it didn't start with a clear vision. Here's her fascinating story of finding profound work happiness through building a personal brand.
"I Was Content"
Back in Ontario, Janice was thriving in her career. “I was working at a great clinic, and on track for ownership," she recalls. "I was content.”
After years of hard work, she decided to spend a year living in BC. She put everything on hold, thinking she’d return to Ontario after a short break.
But life had other plans.
Move to BC
Back in Ontario, she followed the routine most of us fall into – go to work, go home. “Industry dinners? Not interested,” she laughed. “I’d rather go out with my friends.”
But with a lot of free time in BC, she began saying yes. “I didn’t have a big social circle in BC, so I went to more and more industry dinners. I ended up really enjoying them.”
Janice talked about how valuable it is to build genuine relationships with industry reps who have a wealth of knowledge and experience.
"While sales is part of their job, they (reps) really care about you, patients, and your practice.”
She believes it’s a collaboration that only happens when you treat people well, which ties into her bigger philosophy: just be kind to people.
Becoming an Influencer
With the extra time, Janice began combining her passions – optometry and cosmetics – by posting educational videos on ocular cosmetic safety and sharing fun behind-the-scenes clips on Instagram.
There was no grand plan. No strategy. Just a desire to share her passions.
Filming felt awkward at first. “I figured, no one’s going to see this anyway, so why not?” Over time, she found her voice. Her personality started to shine through, and her brand grew organically.
She is quick to be humble and doesn't consider herself an influencer. But in the closely-knit eyecare world, she's already become a recognizable figure in the field.
The Turning Point
One day, Janice was unexpectedly invited to speak at a major dry eye conference. Public speaking wasn’t something she enjoyed at the time, but she said yes anyway.
That full-day presentation, though terrifying, was a turning point. She admits it was a nerve-wracking experience. But soon after, more opportunities came.
Reps in her network saw her potential as a speaker and supported her growth with more speaking engagements.
Her Instagram also helped her network beyond optometry, leading to collaborations with lash artists and eventually being invited to speak at the LashCon conference.
Along the way, she was elected to be a board member for BC Doctors of Optometry, helping to shape the very profession she loves.
Unexpected Paths
She never intended to enter the industry side of optometry, let alone become a speaker or thought leader.
“You don’t know what you don’t know,” she says now, looking back. “If you had told me in school I’d be on the speaking circuit, I’d have said you were crazy.”
Her journey was about continued growth and saying “yes” even when it scared her.
As her career thrived, so did her sense of fulfillment. “It’s not just growth as a clinician anymore. It’s growth as a communicator, leader, and professional network. And that feeds back into everything else.”
When asked if she'd do anything differently, Janice said she would have put herself out there earlier – attending industry events and engaging with the community.
"There’s so much more to optometry than just eye exams. Whether it’s industry or another niche, you have to experiment to see what you like! And once you open one door, many more open. It often leads to places you didn't expect, but that’s how our profession works. And that’s kind of how life works, right?”
She Wanted Less Work. Instead, She Found Profound Work Happiness.
“I moved here to work less,” she laughs. "To go snowboarding and hike. But now I’m flying to conferences, speaking, and then doing clinic – and I just love it. It's kind of ironic, but I just want to work all the time!”
Key Takeaways
1) Building a personal brand transformed Janice's career
Exciting opportunities can't find you if you don't put yourself out there.
2) Portfolio career fuels happiness
Her work goes far beyond simply doing eye exams. People with high job satisfaction don't just do one thing.
Fred H Cho
3) Action brings clarity!
Her path wasn’t a straight line. It involved twists, pauses, and unexpected breakthroughs. But she kept saying yes – even when it felt uncomfortable.
You don’t need a perfect plan. Try things. Lean into your passions. Action creates momentum, and eventually, clarity follows.
⭐ Thank you, Janice, for letting me share your incredible story! Your passion, leadership, and generosity are truly inspiring. BC is lucky to have you, and I can’t wait to see the amazing things you’ll do next!
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