Physically, the design of Eyes on Trade was inspired by the surrounding Arts District, the neighborhood of galleries, restaurants and studios it calls home.

Practice manager Maggie Campbell (front row, second from right) with her team of “awesome, intelligent women—and one awesome, intelligent man in the lab”. Eyes on Trade’s OD, Dr. Marium Warsi-Zehri, is at front, second from left.

Campbell says the practice’s mission is “to make building a frame wardrobe full of rad glasses accessible to everyone.”

A beautifully crafted, branded spectacles box.

Eyes on Trade holds eyeglass chain-building workshops for customers who want to get creative with accessories.

Cleaning cloth design contest winners receive a free pair of glasses.

The shelving displaying the optical’s luxe collection was cu

A drag performance held in the store as part of the local Pride Week festivities was a huge hit.

The practice’s award-winning window displays are switched out roughly every two months.

Marketing is largely confined to word of mouth and a highly creative online presence, such as this social media post.

The main frame display is a custom design that was built locally.

Through word of mouth and great customer reviews, Eyes on Trade has become one of the highest-rated optical offices in North Carolina, according to Google.