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ACS-2015: Fifth Place -Art of Optiks

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Art of Optiks, Wayzata, MN

OWNERS: Dr. Timothy Haupert and Stephanie Haenes; URL: artofoptiks.com; OPENED: 2001; RENOVATED: 2013; EMPLOYEES: 8 full-time, 2 part-time; AREA: 2,200 square feet; TOP BRANDS: Barton Perreira, Bevel, Blake Kuwahara, Chrome Hearts, Lindberg; FACEBOOK: facebook.com/artofoptiks; INSTAGRAM: instagram.com/artofoptiks/


ART OF OPTIKS’ VERY NAME gives customers the best clue what shopping for eyewear here is like: creative, fun and curated. The business’s own brand is the star here, but owners Stephanie Haenes (an ABO-certified optician) and her husband, Dr. Timothy Haupert, enhance Art of Optiks’ glow with carefully selected eyewear lines that put the shop ahead of the curve in a competitive Twin Cities marketplace.

Haenes says the staff has “a passion for luxury eyewear and the ability to adapt to changing technologies and ideas,” plus a combined 70 years of optical experience. This concept impresses judge Nate Ogura, owner of last year’s winning shop, Eyes on Fremont, who notes, “Having the right combination of personalities and styles is so important when trying to make a shop hit on all cylinders.” Good vision is a science, too, of course, and Art of Optiks regularly updates its medical technology to detect eye problems as early as possible.

PHOTO GALLERY (4 IMAGES)

Five Cool Things About Art of Optiks

1. LIKE FAMILY: Haenes and Haupert seek to treat clients like family, and they receive “hundreds of graduation invitations, birth and marriage announcements and Christmas cards” each year. They build business mainly by referral.

2. NAME YOUR TITLE: Staff members are encouraged to come up with job titles that fit their own style and personality. A few examples: optical ninja, star pupil and optical virtuoso.

3. MASTER THE WEB: Art of Optiks’s website is “spectacular to look at,” says judge Robert Bell. It’s functional, too; current clients can see their medical records, pay their bill, order contacts and make appointments.

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4. STAR APPEAL: Events can be truly special at Art of Optiks. The shop is getting set to host Blake Kuwahara in August to celebrate (and sell) the latest releases in the designer’s eponymous new line.

5. LOGO MOJO: With its flowing script and and spiral eyeball flourish, the business’s logo is a winner. We also like how Art of Optiks customized its favicon: the little icon that appears next to the the URL on a Web browser. Details, details!

WHAT THE JUDGES SAID

  • It’s extremely satisfying to see a small business nail strategy in such a way that it comes through in all its elements. The store interior appears to be high-end without being snobbish. I like that they were able to incorporate a children’s play area while maintaining the upscale feel. Andrea Hill
  • I like the name, love the color of the name on the building (it pops) and am crazy for the font and logo! Robert Bell
  • Unique and open feel, easy to browse, beautiful displays. Howard Purcell

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at [email protected].

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