This Arizona Practice Combines Luxury Eyecare With Whimsical Branding and a Fresh Approach to Staffing

Eye Lab, Scottsdale, AZ

OWNER: Serena Shao, OD; URL: eyelaboptometry.com; FACEBOOK: facebook.com/EyeLabScottsdale; INSTAGRAM: instagram.com/eyelab_scottsdale; FOUNDED: 2021; Opened featured location: 2021; AREA: 1,600 sq. ft.; Buildout cost: $150,000; ARCHITECT AND DESIGN FIRMS: EyeDesign; TOP BRANDS: Carin, Wiley X, Modo Prada, Burberry, Versace, Kate Spade, TearCare, Tempsure Envi, MiSight 1 Day, PCA Skin Care; EMPLOYEES: 1 full-time, 2 part-time

Serena Shao

DR. SERENA SHAO’S DREAM of opening her own optometry practice began at age 13 inspired by her childhood optometrist. That early spark ignited a passion for helping people feel confident in their eyewear while providing preventive care. In 2021, she turned that vision into reality with Eye Lab in Scottsdale, AZ, a practice that combines luxury eyecare with distinctive personality.

“Throughout high school and college, I worked as an ophthalmic technician and optician, which sparked my passion for eye health,” Shao explains. “These experiences have shaped me into a better doctor, allowing me to educate patients and build trust through clear, compassionate communication.”

Unlike many practitioners who aim to build the biggest possible operation, Dr. Shao has deliberately chosen a different path. “I take pride in my small practice,” she says, emphasizing that “success and fulfillment can be found in providing the best customer experience rather than pursuing sheer scale.”

The physical space reflects this customer-centric approach. “When designing my office, I wanted to avoid the cold, dark feel typical of medical spaces,” Shao says. “I chose not to have a traditional receptionist desk, using dispensing tables as check-in stations to create a more open and welcoming layout. I also opened the ceiling in the lobby to add brightness and a ‘wow’ factor.”

One of Eye Lab’s most distinctive characteristics is its memorable branding. The logo, which appears to be a pupil from a distance, cleverly unfolds into a design featuring a cat with an elongated tail. “We blend our passion for optometry and cats in our branding, featuring adorable images of our real cats wearing glasses to create a fun, welcoming atmosphere,” she explains.

The practice’s growth has been impressive, especially for a cold start. In its first year, Eye Lab averaged 100 monthly appointments solely through marketing efforts.

Building on this momentum, they integrated TempSure technology and launched an Eye Spa in their second year.

“I opened my office with a strong focus on treating dry eye disease, and one of my best investments was the Cynosure TempSure — a radiofrequency device that treats dry eyes and offers aesthetic benefits like skin tightening,” says Shao. “To fully utilize its potential, I hired a licensed aesthetician who assists with dry eye treatments and provides various aesthetic services. We’re proud of our nearly 99% patient satisfaction rate with this treatment.”

Their eyewear selection reflects the same thoughtful approach. “As a physical optical office, I carefully chose eyewear brands that offer a unique, in-person shopping experience — frames that aren’t easily found online,” Shao explains. “Serving a large Asian community, we carry brands like Carin, a Korean eyewear line known for its minimalist designs and comfortable fit for lower nose bridges and higher cheekbones.

Another top seller is Wiley X, ideal for our patients who enjoy shooting sports.”

Perhaps one of Dr. Shao’s most innovative strategies has been her approach to staffing.

After experiencing challenges with experienced hires, Shao pivoted: “I posted a job at a nearby college, targeting students in pre-optometry clubs. While we had to train them from scratch, their passion and eagerness to learn made the process quicker than I expected. One of my best employees today came with no hands-on optical experience — just an ABO certification. I took a chance on him, and it turned out to be one of my best hiring decisions.”

It’s a move typical of Shao, and one that goes a long way toward explaining her success — a success measured very much on her own terms.

Dr. Shao believes “success and fulfillment can be found in providing “the best customer experience rather than pursuing sheer scale.”

Five Cool Things About Eye Lab

1. LIP SERVICE. The practice offers lip blushing, a “semi-permanent cosmetic procedure that adds subtle color and definition to your lips.”

2. BRANDING BRILLIANCE. Shao was singled out for an award by her marketing agency for Eye Lab’s look, feel, and patient experience.

3. WELCOMING. By eschewing the traditional front desk, Eye Lab creates a more open, relaxed vibe.

4. SIMBATICO. Making her cat Simba a fixture in the office has added warmth to the experience and enhanced the practice’s marketing.

“We blend our passion for optometry and cats in our branding, featuring adorable images of our real cats wearing glasses to create a fun, welcoming atmosphere,” says Dr. Shao.

5. PERSONAL TOUCH. Patients can text Shao after hours, and not just for eye issues. Some reach out for cat tips, food recs, or even life advice.

PHOTO GALLERY (4 IMAGES)