The Best Ideas Always Start With "What If?"

What if we could create a business that gets boutique quality eyewear into the hands of everyone who wants them? The eyewear industry is controlled by a few huge corporations. Most designers don’t make their own eyewear they instead license the rights to corporations that design, manufacture, and distribute the glasses. These corporations also vertically integrate by owning/controlling distributors, lens manufacturers and software systems. The more control they have, the less you do.

We're Changing the Formula

Our frames are manufactured in house, cutting out the middle man. We also employ one of the best optical labs in the country to do all the lens work. Since we don't spend millions on advertising or have expensive retail operations we pass the savings onto you. All our frames are $89. All frames come with free shipping both ways, free anti-reflective / anti-scratch coatings, polycarbonate lenses, and lastly, our guarantee that you will be happy.

From time to time we will feature other brands in addition to ours. We’ll strive to offer those brands to you at value driven prices.  Currently, we're featuring eyewear made by Shuron USA, one of the oldest manufacturers of eye glasses in the United States.

Who We Are

Richard Ray Ruiz. Our jack of all trades - a professional retoucher, photographer, and graphic designer. He has helped designers old school and new turn their creative visions into reality. While working for Ted Turner, Richard was part of the team responsible for the colorization of Casablanca. He ultimately quit after being asked to do the same for Citizen Kane. On top of everything, he's a huge Dylan fan and a bass player (a major record deal at 25 hasn't jaded him one bit). Originally from LA, he hasn't lost hope for an east coast In-N-Out burger.

Andrew Lipovsky. Our resident number cruncher, he can make excel do things it was never designed to do. A long time ago before the world knew of Crocs, Snuggies, and YouTube, he was part of the team responsible for Burberry's e-commerce platform, one of the first luxury brands to develop an online presence. Never being interested in just one single thing, Andrew has also worked on media strategy for Van Cleef & Arpels, St. Regis Hotels and helped a group of investors launch a bid for The Texas Rangers Baseball Club. Andrew will eat just about anything from a street cart and isn't afraid of movies with subtitles.