This High-End Texas Optical Added a Touch of Warmth to Its Newest Luxury Location

Black Optical Fort Worth, Fort Worth, TX

OWNER: Gary Black; URL: blackoptical.com; FACEBOOK: facebook.com/blackoptical; INSTAGRAM: instagram.com/blackoptical; TIKTOK: tiktok.com/@alexanderdaas; YEAR FOUNDED: 2007; Opened featured location: 2023; AREA: 1,500 sq. ft.; Buildout cost: $600,000; ARCHITECT AND DESIGN FIRMS: Duro Hospitality/Sees Design; TOP BRANDS: Jacques Marie Mage, Lapima, Mykita, Chrome Hearts, Anna Karin-Karlsson, Akoni, Kuro Athletics, Masahiromaruyama, Kuboraum, Rigards, Ahlem, Vada; EMPLOYEES: 3 full-time

SINCE ITS FOUNDING by Gary Black in 2007, Black Optical has steadily grown from a single location in Tulsa, OK, to a six-store presence across Oklahoma, Missouri, and Texas. The newest showroom (profiled here), which opened in Fort Worth in 2023, is a result of both the brand’s ongoing growth and Black’s personal move to the city. According to marketing director Madelein Black, the location felt like “a natural next step,” with The Shops at Clearfork providing an upscale yet distinctly Fort Worth setting. “The city is a rare blend of refinement and heritage,” she explains. “That contrast reflects our approach to eyewear: timeless, well-crafted pieces that balance sophistication and approachability.”

The Fort Worth showroom’s design mirrors that philosophy. Unlike the minimalist, gallery-like aesthetic of Black Optical’s other locations, the Fort Worth space embraces warmth and texture. Featuring rich wood tones, leather-wrapped cabinetry, and vintage rugs, it’s intended to feel more like a home than a store. “We wanted to create an inviting, residential feel that encourages guests to slow down and truly enjoy the experience,” says Black. Open shelving displays eyewear like a curated personal collection, reinforcing the relaxed atmosphere.

The goal at the new location has been to make the experience of trying on and buying eyewear an immersive one. Customers quickly find themselves with a complimentary beverage in hand, taking in some of the world’s finest eyewear along with signature scents and carefully chosen tunes. “We believe in engaging all five senses,” says Black.

At Black Optical, fine eyewear is presented as a reflection of owner Gary Black and his team’s deep appreciation for the wider world of fashion and design.

The product lineup reflects Black Optical’s focus on craftsmanship and thoughtful design. Brands such as Chrome Hearts, Jacques Marie Mage, and Mykita form the core of their frame offerings, while Nikon and Shamir lenses round out their optical solutions. The company has also embraced technology, introducing a proprietary 3D digital measuring system that precisely scans clients’ faces for tailored frame and lens fittings.

“It’s a game-changer for those who can’t visit in person,” Black says.

Customer care is another defining element of Black Optical’s approach. The team follows up with clients at seven days, two weeks, and six months to ensure their eyewear fits comfortably and remains in excellent condition. Personalized touches such as handwritten notes and individual calls or texts are also part of their service philosophy. “We treat everyone like a guest in our home,” says Black.

Online, Black Optical emphasizes storytelling over traditional product marketing, part of a focus on individuality that aims to resonate on a personal level. “We prioritize people over products,” says Black. To this end, the business’s website and social channels feature authentic content showcasing real clients rather than models.

Staff engagement is another key focus for the business. In addition to competitive benefits such as paid parental leave and generous vacation time, Black Optical invests heavily in staff development. “We believe in fostering a work environment where employees feel valued, supported, and empowered to thrive,” says Black. Team leads are given decision-making autonomy to ensure alignment with the company’s values. Staff also have access to external training programs, as well as American Board of Opticianry (ABO) certification opportunities to further their expertise.

Community engagement is central to Black Optical’s identity. The business partners with local vendors for event catering and has organized community activities such as running groups that start from their showrooms. “Our marketing always centers around celebrating our community,” shares Black. “We don’t just serve our clients — we collaborate with them.”

Ultimately it is this blend of thoughtful design, curated products, personalized service, and a strong sense of community that has allowed
Black Optical to continue to expand while staying true to its core values and maintaining its exquisite sense of style across multiple locations.

Five Cool Things About Black Optical Fort Worth

1. SIGNATURE SCENT. Black Optical Fort Worth greets visitors with a custom fragrance, now available as a candle so clients can take the experience home.

2. PICTURE PERFECT. Black Optical Fort Worth’s custom self-portrait station features a two-way mirror triggered by phone, letting clients snap high-quality photos while trying on frames. Guests get memorable keepsakes, and the store gains authentic content featuring real clients in their eyewear.

3. GET REAL. The “Black Optical on You” marketing campaign highlights real clients, showcasing their unique stories and personal styles. “We prioritize organic growth and word-of-mouth referrals over paid ads, fostering genuine connections within our community,” says Black.

4. MOOD MUSIC. Black Optical Fort Worth sets the mood with a curated Spotify playlist, blending tracks that reflect the brand’s style and spirit.

5. LIMITED EDITION. Exclusive collaborations with brands like Lapima and Barton Perreira have produced special edition frames and accessories not found anywhere else.

PHOTO GALLERY (18 IMAGES)