Astoria Vision, McAllen, TX
OWNER: Fiona Kolia, OD; URL: astoria-vision.com; FACEBOOK: facebook.com/astoriavision; INSTAGRAM: instagram.com/astoria_vision; FOUNDED: 2004; Opened featured location: 2021; AREA: 1,726 sq. ft.; ARCHITECT AND DESIGN FIRMS: Richard Shinsky; self-designed with local artisans; TOP BRANDS: Gucci, Tom Ford, Oakley, Ray-Ban, Versace, Fendi, Prada, Maui Jim, Mont Blanc, OVVO, Costa, exclusively Zeiss Smartlife lenses, Alcon, CooperVision, Zeiss iProfiler, Zeiss Visuphor 500, Optos, Daytona, Antares, Neurolens; EMPLOYEES: 2 full-time, 5 part-time
Fiona Kolia, OD
WHEN DR. FIONA KOLIA launched Astoria Vision in 2004, she set out to deliver something the Rio Grande Valley had never seen before: an upscale boutique and optometric practice offering world-class customer service, cutting-edge technology, and exclusive eyewear brands, all in one cosmopolitan package.
She wanted to link “the boutique’s commitment to excellence with the storied luxury of the Waldorf Astoria, known globally for its impeccable hospitality,” says Kolia, whose patients helped choose the name from three options she presented. “Astoria” not only evoked the gold standard of hospitality but also had the added advantage of being easy to pronounce in Spanish — a nod to McAllen’s diverse community.
That spirit of inclusion and innovation has shaped Astoria Vision’s growth over the past two decades, but Kolia’s story in eyecare dates back further, to apartheid-era South Africa, where she grew up and became one of the first optometry graduates of color in 1981—a landmark achievement in what she recalls as “a segregated society where government determined destinies.” After several years of working in hospitals and launching a day clinic to bring eyecare to underserved communities in Cape Town, she earned a fellowship that led her to the University of Houston, where she completed both her American optometry degree and a master’s in physiological optics. She later taught optometry in both South Africa and the U.S.
Astoria Vision’s striking industrial-chic interior, designed by Kolia herself and brought to life by local artisans, features 16-foot ceilings, sleek white shelving, and bold red and chrome accents. People tell her they love the vibe “They say it smells good, and they feel peaceful and calm upon entering. They like the new seamless onboarding on their phones and not having to fill out forms. They are wowed by the cool new technology in the pretest area,” Kolia says.
And from the outset, there’s been plenty to impress them. Astoria was the first practice in the region to adopt Optos retinal imaging, the Senaptec Sensory Station for sports vision, Neurolens, and IPL. She also shouts out Alcon’s contact lenses and materials for dry eye, as well as Zeiss’s iProfiler, VisuScreen 500 and Visuphor 500 automated refraction system — all part of Kolia’s ongoing mission to deliver “the coolest technologically enhanced machines” to her patients.
Dr. Kolia considers frame styling her “superpower” and personally handpicks every style on display.
Astoria Vision’s carefully curated selection of frames draws referrals from as far away as Laredo and Brownsville. Tom Ford and Gucci top the list of popular lines, with Kolia personally handpicking every piece.
Whether it’s frame styling — her “superpower” — or answering questions at the front desk, Kolia stays visible and involved. “There’s nothing I would ask an employee to do that I don’t know how to do myself,” she says. The team leaves room for walk-in appointments to respect patients’ schedules and goes out of its way to accommodate unique tastes, often ordering specialty frames that other opticals might shy away from.
Astoria’s staff is largely made up of college students. Over the past 20 years, she’s helped mentor four future ODs and currently works with two more. She and her staff do Saturday matinees together, and she brings them their favorite Starbucks drinks, and holds pizza parties and game nights “to build a culture of fun and trust.”
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Astoria Vision has embraced digital tools, adding online scheduling integrated with its EMR system, a chatbot, online contact lens ordering, and a virtual frame try-on feature. Kolia recently ramped up the practice’s social media presence, using Facebook, Instagram, and Google Reviews to boost visibility.
Beyond her business, Kolia is deeply involved in organizations like One Sight and Optometry Giving Sight, providing eyecare to underserved communities locally and internationally. After 43 years of innovation and entrepreneurship across continents, Kolia says she feels both “extremely blessed” and richly rewarded. “Do what you love, love what you do!”
Astoria Vision staff and customers join Dr. Kolia at a Breakfast at Tiffany’s-themed 20th anniversary party last year.
Five Cool Things About JustDesi
1. META MOMENT. A recent Ray-Ban trunk show featured a radio remote with concert ticket giveaways and was live-
streamed to social media via Ray-Ban Meta glasses.
2. TRAVEL TALES. Photos documenting Kolia’s globetrotting travels grace the walls.
3. ARTFUL TOUCH. “Patients love and appreciate my paintings from South Africa,” says Kolia; they are currently on display.
4. STYLE MAGNET. Kolia says most outside prescriptions come via new clients who see existing patients in Astoria’s unique frames.
5. SEASONAL SPECTACLE. Green parrots, grackles, and other birds migrating south during winter make their appearance right in front of the office.
PHOTO GALLERY (31 IMAGES)
JUDGES’ COMMENTS
- The commitment to elegance and legendary service creates a calming and peaceful office vibe that is the perfect showcase for the expert patient care. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
- I enjoyed reading about their naming process! It’s a great approach to honor an iconic establishment with ideas and goals for hospitality that align with their own. I also like their approach of hiring and mentoring college students; it’s a great idea given the difficulty in finding and hiring opticians and optometrists the industry currently faces. And I am sure that it sets you apart in your community and builds better relationships with not only your staff but your patients, too! — Paige Kraemer, ABOC Sales Consultant – Minnesota, Cherry Optical Lab, Green Bay, WI
- Well done on their mentorship programs — four of whom became optometrists! Love that they have virtual try-on available. — David Barton, Co-founder & CEO, Optify, San Diego, CA
- The vibe exudes cosmopolitan energy, blending a big city feel with clean lines accented by vibrant reds, greys, and chrome, all illuminated by artful lighting. Infused with the warm touch of designs executed by local artisans, it truly captures the essence of the community. — Jenn Denham, Head of Business Development Review Wave, McKinney, TX
Fine Story
In January 2024, Astoria Vision celebrated its 20th anniversary, honoring loyal patients who had been with Dr. Kolia for up to 30 years. “Our theme was Breakfast at Tiffany’s and everyone thoroughly enjoyed it,” says Kolia. “It was a one-of-a-kind soiree, as unique as Astoria Vision.”
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