Look New Canaan, New Canaan, CT
OWNER: Jennifer Stewart, OD; URL: looknewcanaan.com; FACEBOOK: facebook.com/people/Look-New-Canaan/61552817856814; INSTAGRAM: instagram.com/looknewcanaan; year FOUNDED: 2024; AREA: 1,875 sq. ft.; ARCHITECT AND DESIGN FIRMS: Paul Tully (contractor) and Gibson and Schaffer (design); TOP BRANDS: Look Collective, Look Luxury, Ørgreen, Garrett Leight, Etnia Barcelona, Lindberg, Lafont, CooperVision, Alcon, Marco, Optos, Optovue, MacuHealth, Optase; EMPLOYEES: 2 full-time
Jennifer Stewart, OD
WHEN DR. JENNIFER STEWART was preparing to open Look New Canaan last year, she knew exactly what she didn’t want: the fast-paced, high-volume model of her previous practice. After growing a multi-doctor office over 15 years in nearby Norwalk, she sold her stake in 2022 to focus on consulting. “As I spent time with these practitioners, I started wondering, ‘If I were to do it all over again, what type of amazing practice could I create?’” she says.
The answer — Look New Canaan, a sleek, independent boutique in a bustling retail zone of one of Connecticut’s most walkable towns — opened in February 2024.
The name reflects more than just vision — it signals the emphasis Stewart places on aesthetics and experience. “I knew I wanted a practice focused on a high-touch customer experience, beautiful, unique eyewear and incredible design.” The space she found had been vacant since COVID. But its stone accent walls and floor-to-ceiling windows helped Stewart see its potential. Partnering with a local design firm, she transformed the space, leaning heavily on the mid-century modern history of New Canaan.
The interiors are rich with detail: light wood flooring set on a diagonal, pocket doors and beadboard in the hallways, custom concrete sinks, navy grout in the bathrooms — even a signature scent in the optical. “I continue to be amazed when I walk into Look — the space is so inviting, beautiful and different, and patients definitely notice and appreciate our focus on design.”
Stewart set out to reimagine the entire patient experience, and started by eliminating one familiar feature: the front desk. “The front desk is often a messy area with papers spread out, phones ringing, staff chatting and patients awkwardly waiting to be acknowledged. We decided — not at Look!” Patients are greeted immediately and guided through a seamless, phone-free process that uses texting via Weave, quiet business offices in the back, and a shared sense of ownership among the team. “We are all the front desk,” she says.
At Look, Dr. Jennifer Stewart set out to offer a “high-touch experience, beautiful, unique eyewear and incredible design”.
Stewart sees just one patient per hour, and patients have responded with glowing Google reviews. That personal care carries over to the eyewear itself. As a vocal supporter of independent brands, she’s curated a boutique selection that includes Lindberg, Garrett Leight, and Ørgreen — alongside Look Collective, a house line Stewart designed in collaboration with LFVR Eyewear’s Travis LeFevre (a longtime friend of INVISION). Each frame is named after a local street or landmark. A second in-house collection, Look Luxury, features custom buffalo horn frames made in Connecticut by Frieda Eyewear.
Top-tier products extend to lenses and contacts — Stewart shouts out Zeiss lenses, CooperVision and Alcon daily disposables — and Look uses tools like GPN’s The Edge and Spexy’s FrameTurn for tracking and inventory. Stewart also credits Advancing Eye Care as “an incredible partner” in equipping the space and offers MacuHealth nutraceuticals as part of Look New Canaan’s patient care.
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The practice also stands out for its community integration. “New Canaan is an affluent, beautiful community with a ‘Hallmark Channel’ downtown, and is fiercely proud and supportive of local businesses,” says Stewart. Look’s big street-facing windows welcome passersby, and the staff of three — Stewart, office manager Heather, and optician Toni — treat every guest like family. “There truly is no ‘I’ in team here. We are a well-oiled machine,” she says.
The business’s marketing efforts are limited by design, Stewart says. “We don’t market — we are growing solely through word of mouth! The Facebook moms groups are by far our biggest source of new patients!”
For Stewart, Look New Canaan is more than just a fresh start; it’s a reflection of her passion for quality, story-driven design, and attentive care. “We have been so encouraged by the way the community has supported our business, how excited our clients are and how we continue to grow. As we start year two, we look forward to seeing what is in store for us next!”
Five Cool Things About Look New Canaan
1. MID-CENTURY COOL. New Canaan is home to architect Philip Johnson’s famous Glass House, a classic of the mid-century modern school that inspired the design of Look.
2. RESTAURANT ROW. A former pet store, the practice is part of a downtown stretch known for some of the best cafés and restaurants in town.
3. DOG-FRIENDLY. Visiting pups are always welcome — and always treated to a snack.
4. LOCAL LOVE. Look is an active player in New Canaan’s lively calendar of community events including “Art in the Windows” and the “Holiday Stroll.”
5. PERSONAL TOUCH. Stewart’s in-house frame line, co-designed with LFVR Eyewear, can be personalized with the patient’s name.
PHOTO GALLERY (4 IMAGES)
JUDGES’ COMMENTS
- Look New Canaan is a standout example of how clinical innovation and style can harmonize in a luxury setting. The seamless integration of wellness and style, combined with thoughtful community engagement, makes this a perfect destination for discerning clients. Look New Canaan radiates confidence, the kind of place where modern care meets meaningful style. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
- Look New Canaan is a standout practice with a clear vision and beautifully polished execution. The space is modern and premium, but still warm and welcoming. The frame curation and merchandising are thoughtful and visually strong. Dr. Stewart shines as both a medical expert and a style tastemaker. The community partnerships and lifestyle approach feel fresh and on point. Instagram is visually consistent and engaging. What’s most impressive is how cohesive everything feels for such a young business. — David Barton
Co-founder & CEO, Optify, San Diego, CA
- The clean, modern website is easy to navigate, and the social media presence is organic yet professional. A signature scent is such a luxurious touch! Their attention to detail is evident and the shop is beautiful. Their patient care experience, from bespoke frames to longer exam times, is remarkable and admirable; it sounds like they offer all their patients an incredibly thoughtful experience! — Paige Kraemer, ABOC, Sales Consultant – Minnesota, Cherry Optical Lab, Green Bay, WI
Try This: Support Emerging Artists
When M.S. Rau turned 100, they launched the Rau for Art Foundation to promote the talent of the community’s emerging artists at the high school level by awarding their excellence in artistic achievement. Each year, Rau for Art awards three scholarships, ranging from $1,500 to $7,500.
Fine Story
“As Nike says, ‘Just do it!’” That’s the advice Stewart gives to anyone thinking of building a practice around their dream patient experience. “Create the patient avatar that you want to serve and build your practice around that.” Stewart, who previously ran a large multi-doctor clinic, launched Look New Canaan with a deliberate rejection of that model — opting for a boutique-style experience where nothing is rushed and nothing is cookie-cutter. “When you walk into Look New Canaan, everything has been designed around that — and patients see and feel that!”
