This New Hampshire Boutique Reimagined Wedding Eyewear as a Styling Experience

FOR MANY BRIDES, the biggest pre-wedding stressor isn’t the dress or the venue — it’s what to do about their glasses. At Myoptic in Nashua, NH, optician-owner Elena Jawitz-Blue has created a service that reframes wedding eyewear as a luxury styling moment rather than a last-minute workaround.

THE IDEA

The inspiration for the specialized service came from Jawitz-Blue’s years of experience working in traditional optometry offices. She often witnessed a recurring point of stress for brides: the struggle with contact lenses. “When I worked in optometry offices I sat across the I&R table from countless brides struggling to get their lenses in sometimes even mere days before their wedding so they could just wear them for one event then go back to wearing glasses full time,” Jawitz-Blue recalls.

She realized there was an underserved population of people who either couldn’t wear contacts or simply preferred their glasses but felt traditional options weren’t bridal enough. Her goal was to change that narrative. “I wanted to offer an option for people who can’t or don’t want to wear contact lenses to their wedding but still want something elevated, special, and unique,” she says.

THE EXECUTION

Elena Jawitz-Blue

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Turning a frame selection into a luxury event required a shift in how appointments are handled. To ensure every detail is perfect, Myoptic strongly recommends a virtual or phone consultation prior to the in-person visit. This allows Jawitz-Blue to prepare the “personal touches that make this experience so special,” which can include anything from serving wine or mocktails to allowing the guest to curate the appointment’s soundtrack.

The inventory is equally curated, featuring high-end lines in 18k and 24k gold, rose gold, and white gold from designers like Kazoku Lunettes, Leisure Society, and Anna Karin Karlsson. Because every wedding is different, the requests are often highly specific. Some clients bring their dresses or suits to ensure a perfect match. A common technical request involves “a larger lens with minimal reflection so makeup still shines through.” Whether the goal is a pair of primary frames or matching sunglasses for a bachelorette trip, the focus remains on bringing the client’s specific vision to life.

The wedding service has created an opportunity for high-end sales.

THE REWARDS

The wedding service has done more than just create opportunities for high-end sales; it has significantly elevated Myoptic’s brand identity within the community. A strategic partnership with Viera Luxe Bridal Boutique, a local shop owned by Dina Akel of New Hampshire Fashion Week, has proven mutually beneficial. “We feel that the partnership has elevated us both,” Jawitz-Blue says.

The visibility from this niche has even opened doors to the fashion world, leading to runway opportunities for the practice. For Jawitz-Blue, the ultimate reward is providing a stress-free, celebratory environment where eyewear is treated as a centerpiece of the celebration rather than an afterthought. By focusing on the “special guest” experience, Myoptic has successfully positioned itself as a premier destination for those looking to see — and be seen — on their most important day.