These Frames Don’t Do Boring.
How I started…
My first 18 years managing optical labs for national chains, managed-care labs, private practices, and independent opticians gave me a big-picture view of the entire industry.
That experience is why I built a different kind of buying experience.
First, I wanted a store that feels comfortable, calm, and genuinely pleasant to be in.
Next, I set out to honor the craft—carrying high-quality independent frame brands—while still embracing modern materials, coatings, lens technology, and design.
And finally, I made kids’ eyewear a priority. It’s one of the most underserved categories, and children deserve a place where the experience is fun, easy, and something they actually enjoy.
Make eyewear feel personal again
We exist to raise the standard for eyewear shopping:
a calm space, expert guidance, quality frames with true craftsmanship, and modern lens solutions that perform.
And because kids are too often an afterthought,
we make them a priority—with fit, comfort, and a fun experience built in.
“The name says it all! Very unique frames and eclectic styles through out the store. Loved the mural in the kid’s section and it’s little set up. Staff was so helpful! They carry a particular line for children’s rubber frames called Gizmo (the reason we came in). In no time, we purchased the frame and we’re on our way! Literally a 20 minute transaction. Will definitely return in the near future!”
— Nesreem M