John Jerit: Bringing 3D to Life

In this episode we sit down with John Jerit, CEO of American Paper Optics, the world’s largest manufacturer of paper 3D glasses. From the Super Bowl to NASA, John shares the fascinating story of how he started his business, the challenges of scaling it, and the lessons learned from 34 years of growth.
John Jerit

Meet John Jerit

John Jerit’s entrepreneurial roots go back to summers spent working in his grandmother’s aluminum awning factory in Chicago and a fireworks company in Memphis. John’s big break came when he found laser glasses in the trash and rebranded them as 3D fireworks glasses. This clever pivot ignited a new business that has grown into the world’s largest manufacturer of 3D glasses. Today, American Paper Optics is based in Memphis, Tennessee, where John and his team continue to bring “optical joy” to people around the world.

From Fireworks to 3D Glasses

John’s journey began with an idea to sell 3D glasses at fireworks shows. After early success at events across the U.S., he expanded the business, creating glasses for corporate branding, sports teams, and toy promotions. American Paper Optics now produces a variety of optical products, including:

• 3D Chromadepth Glasses: Popular for haunted houses and Halloween experiences

• Eclipse Glasses: Used for solar eclipses, with millions sold worldwide

• Holiday Specs: 3D glasses that enhance Christmas lights with playful effects

Building a Niche and Scaling Big Projects

With more than 3.2 billion glasses produced over the years, American Paper Optics has tackled everything from small custom orders to massive projects. One highlight was creating 134 million glasses for a Super Bowl promotion, and another was producing 75 million eclipse glasses for the 2024 U.S. solar eclipse.

• Retail Presence: American Paper Optics’ products can be found in Lowe’s, Home Depot, Walmart, and more.

• Brand Collaborations: The company has worked with NASA, Crayola, McDonald’s, and Michael Jackson’s 3D Grammy tribute.

Key Lessons from 34 Years in Business

John attributes the success of American Paper Optics to hard work, adaptability, and surrounding himself with a talented team. He emphasizes that:

• Marketing and Sales are Essential: “If you’re not selling, you’re not making anything.”

• Adaptability is Key: The company pivoted from magazine inserts to new product lines as the market evolved.

• Trust Your Team: Having dedicated people who bring new ideas and are willing to put in the effort is critical.

Managing Challenges and Embracing Innovation

One of John’s biggest challenges was ensuring product safety during the mass production of eclipse glasses. As the first company with ISO-certified eclipse glasses, American Paper Optics had to educate customers about the importance of quality. The company overcame competition from cheaper imports by emphasizing the value of American-made products and building trust with big-name clients like NASA and universities.

A Day in the Life of John Jerit

John’s typical day involves:

• Overseeing manufacturing operations at their 30,000-square-foot facility in Memphis

• Managing international sales with markets in Europe, Australia, and Japan

• Collaborating with staff on marketing initiatives and new product ideas

• Preparing for seasonal peaks, such as Halloween and Christmas

• Exploring new opportunities with inventors and agencies to expand their product offerings

What’s Next for American Paper Optics?

Having sold the company to a private equity group in 2007 and bought it back in 2012, John is still at the helm, leading the company into its next phase. With upcoming eclipses in Europe in 2026 and 2027, John and his team are already planning new partnerships and marketing strategies to capitalize on these events.

Links:

https://www.3dglassesonline.com/
https://www.eclipseglasses.com/ 

Topics Discussed

1. From Fireworks to Optics: How John’s entrepreneurial journey began

2. Scaling with Success: Highlights from the Super Bowl and NASA collaborations

3. Navigating Retail: Tips for getting into big-box stores

4. Product Safety: The importance of ISO certification for eclipse glasses

5. Adapting to Market Changes: Pivoting from DVDs to retail Christmas glasses

6. Creative Collaborations: Partnering with inventors and marketing agencies

7. Lessons in Leadership: Building a strong team and staying flexible

8. Future Plans: Preparing for upcoming solar eclipses and international expansion

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