Owner Dr. Tory Moore has been practicing in Dumas, his hometown, since returning there after optometry school in 1990.

The distinctive Dumas VS experience begins upon arrival, where patients are greeted at a concierge desk just inside the door.

In the optical, separate departments wrap around the reception area to encourage waiting patients to browse. The Men’s area has a masculine, trendy vibe with an industrial edge.

The Sunwear area. America’s Finest contest judge David Duralde opined that the “beautifully organized and visually pleasing shopping area… makes the selection process fun and efficient.”

The Women’s area is a chic, feminine boutique.

Frame displays are equipped with digital tablets running vendor ads and allowing patients to take and send selfies.

The peacock chair in the Luxury area is an homage to Moore’s maternal grandparents. “They had peacocks on their farm in Iowa … fond memories of them and my childhood.”

The Luxury section has a jewelry store feel “made to feel like you are in a Neiman Marcus or other high-end store.”

Each patient gets a customized, refillable spray cleaner, microfiber cleaning cloth, care instructions/warranty card, case and custom chocolate in a customized designer bag.

A high vaulted ceiling with cathedral-like windows lets in plenty of natural light.

When the office was in the framing stage, staff wrote various Bible verses on the framing studs and concrete floor. “Patients literally are standing on the Word of God,” says Moore.