North Optical owner Chris Wheaton says, “I’ve always thought of my [ideal] store as if Charles Eames and Steve Jobs co-owned a speakeasy.”

In 2023, North Optical moved to its new location in a late 19th-century building with tin ceilings just across the street from the first location—a 260 sq. foot retail space made out of a shipping container on Portland’s Inner Washington Avenue.

Anyone walking in can rest assured they will be served by someone who loves glasses and who—particularly in Wheaton’s case—isn’t afraid “in a jokey, stern but genuine tone” to tell customers if a frame looks bad on them.

The shop is open towards the front, with subtly asymmetrical tables and cabinetry designed in collaboration and built by Studio 89.

North Optical’s “many repeat clients … know we carry the good stuff. They expect a high level of customer service and aren’t afraid to ask for custom pieces like clips or tints,” says Wheaton

When you walk in, Wheaton wants you “to feel like you are entering your favorite bar or cafe; a place that inspires you and makes you feel at ease.”

“Our single location and [small] team … allow us to maintain standards that ensure customers get the same experience whether they come in Tuesday morning or Saturday evening.”

North Optical’s top brands include Garrett Leight, Anne et Valentin, Ahlem, RAEN, Theo, Masahiro Maruyama, VADA, Akoni, Orgreen, Alba Optics and Aude Herouard.

“North Optical” is spelled out permanently in penny tile on the bathroom floor.

“It’s clear that you have put your heart into this space and have left no element of the space or shop up to chance,” wrote Paige Kraemer, ABOC of Cherry Optical Lab, one of our “America’s Finest” contest judges.

In the new store Wheaton has been able to fully realize his original vision, utilizing the many connections to local makers and designers he has established since opening the first location in 2018.

Walking toward the back, customers enter a second space housing an art gallery and a curated selection of art books and publications.

Says Wheaton: “Portland has many individuals who find their passion and want to share it with others and North Optical is always here for that!”