A New Frame of Mind

Specs by Kyla, Atascadero, CA

OWNER: Kyla Skinner; URL: specsbykyla.com; FACEBOOK: facebook.com/specsbykyla; INSTAGRAM: instagram.com/specsbykyla; FOUNDED: 2021; Opened featured location: 2021; AREA: 1,400 sq. ft.; Buildout cost: $10,000; ARCHITECT AND DESIGN FIRMS: Jeff and Kyla Skinner; TOP BRANDS: Anne et Valentin, Theo, Krewe, Masunaga, Raen, Nina Mur, Ahlem, Danielle Rattray, Lool, Rose & Co., Götti; EMPLOYEES: 3 part-time

KYLA SKINNER spent more than two decades working as an optician before making the leap to business ownership — though the idea had been quietly taking shape for much of her career. “I had the dream of opening my own optical shop for at least half of that time,” she says, “but I’ve learned so much from every optometrist and office I’ve worked for, and I think every experience led me to success today.” That dream became Specs by Kyla, a business that combines indie flair with operational savvy and community connection. It’s a combination that won over our judges and led to it being named the winner of INVISION’s 2025-26 America’s Finest Optical Retailers competition.

In 2020, Skinner’s dream of owning a business took shape in the wake of both personal loss and the pandemic. After the death of her biological mother, she received an unexpected inheritance. “Risking my birth mom’s inheritance seemed scary and emotional,” she recalls, but, realizing that her own life “was not aligned with who I wanted to be,” it was time to make her plans a reality.

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She found her ideal location in downtown Atascadero, a small town on California’s Central Coast. “I saw an indie uprising with a record store, a custom hat shop, a new energy emerging through the COVID shutdown, that I wanted to be a part of.” She also saw a need for unique eyewear. “All we had was the typical doctor’s office optical selection.” One Sunday morning, she spotted a for-lease sign in a courtyard storefront. Peeking in the window, she saw “tall ceilings, a loft, a cracked concrete floor, and fell in love.”

Specs by Kyla opened its doors on July 5, 2021 — Skinner’s 41st birthday. “It felt fitting to honor a day that was connected to my mother and my dream becoming a reality. It was a proud moment full of all the emotions.”

The space needed work: new electrical, flooring, paint. Skinner sourced much of the furniture from Facebook Marketplace. She seized on the space’s existing features, adapting them to fit her vision — from the large windows that flood the space with natural light (and nourish her thriving plant collection), to the whimsical loft “treehouse” area for kids’ frames, complete with pillows, silly glasses, and an antique trunk-turned-treasure chest, embellished by a local artist, from which kids fetch their new glasses. One room in the back was left intentionally flexible. It has since become home to a Santinelli edger.

From the start, Skinner made two bold choices: to carry only independent frame lines, and to opt out of insurance. The second one was the scarier, but it has paid off. “It has saved me so much time and headaches.” Skinner happily helps with out-of-network paperwork.

Supportive vendor relationships have played a big role in Skinner’s success. Reps from Theo and Anne et Valentin offered support as she weighed whether their “funky and vibrant” lines would resonate in her small-town market. Raen and Krewe have also emerged as top sellers.

That focus on relationships extends to area eye doctors. “I realized how important good relationships with local optometrists are: communication between my shop and their office is crucial to my clients loving their eyewear, since I do not have a doctor in-house.” She sent letters to every nearby OD and has developed a form to communicate to them, when needed, what she has done to troubleshoot a troublesome Rx, and what materials and lens styles she used.

Specs by Kyla encourages appointments for most services. The personal and attentive fitting sessions have “become a form of therapy,” ending with a signature touch: a black leather tray holding the client’s new eyewear, a handwritten thank you card designed by a local artist, and a chocolate.

A pre-existing loft space was turned into a whimsical “treehouse” area for kids’ frames, complete with pillows, silly glasses, and an antique trunkturned-treasure chest.

Behind the scenes, Skinner uses EyeCloud Pro to keep orders organized, and she credits her bookkeeper and CPA with helping her navigate the business side. Her husband Jeff Skinner — a licensed contractor — works part-time to assist with bookkeeping and edging, while team member Mattea Austin is on hand three days a week. “She reads my mind as to what tasks need to be completed and takes a weight off my shoulders.” Part-time employee Savannah Perez recently became the newest addition to the crew. Learning to rely on others isn’t something that came naturally to Skinner, but she realized that doing it all herself was a “fast track to burnout.”

Kyla and Jeff Skinner with their family.

She also worked with other businesses to create a “downtown passport” stamp card, illustrated by a local artist, to encourage small business shopping, and writes a monthly column in a local magazine mixing community news and optical tips. And from every art show or trunk show she holds, a portion of proceeds goes to local nonprofits, often those serving foster and adoptive families. “With my business heart being tied to adoption, I’ve made a goal of giving back.”

Skinner often posts about her adoptee journey on social media. “I probably share too much,” she says, “but it has been a way to feel understood and find community … People feel like they know and trust me before they walk in the door.”

Skinner has consciously developed a business in which every detail tells a story.

In a business where every detail tells a personal story, that connection is what keeps people coming back. “The plants, the lighting, my logo, the artwork on the walls and the frames on our shelves, each has a personal connection and people walk in the door expecting that from us. It is an honor.”

Five Cool Things About Specs by Kyla

EMBLEM OF GROWTH. Specs by Kyla’s logo reflects a personal transformation “born through hard times, with bravery and nature reminding us that life will continue.”

GUIDING LIGHT. The colors chosen for the custom light fixture above the shop table were chosen for their symbolism: Teal, orange, and gray represent the ocean, California poppies, and nearby Morro Rock — touchstones that helped Skinner get through 2020.

CHECKING IN. Two weeks after dispensing, the team sends a follow-up text to make sure, Skinner says, “our clients are wearing and loving their glasses.”

STAYING ROOTED. A gift from a former colleague, the Bonsai Ficus on the shop table is over 15 years old — a quiet daily reminder of Skinner’s journey.

LOCAL LOVE. Skinner was named Atascadero’s “Woman of Influence” in 2023 — an honor that left her “absolutely flabbergasted” and deeply grateful.

PHOTO GALLERY (24 IMAGES)