The Vision Behind Project Optical: Crafting a Personalized Eyewear Experience.

I wanted to take a moment to share a little about my journey in the optical industry—and the vision behind Project Optical, the name, and how it came to be.

My name is Brandon Zimmerly, and I began my career in the optical industry in the early 2000s. Like many people entering the field, I started out working for a large chain eye care group. The focus there was on quantity—high volume, short appointment times, and an experience heavily driven by insurance. While it was a starting point, it didn’t take long for me to realize something was missing.

A few years later, I found my way to a small, family-owned, high-end eyewear store owned and operated by opticians. That experience changed everything. I apprenticed and trained alongside some of the most respected professionals in the industry and became a Licensed Optician in 2007.

What made me fall in love with high-end opticianry wasn’t just the eyewear—it was the relationships. The focus was on quality over quantity, on truly understanding the client rather than rushing through an appointment. When care is centered around the individual—not insurance or volume—the difference is undeniable. I’m a people person, and those relationships mattered deeply to me.

It was devastating when that store was eventually sold to a corporate company. Almost overnight, things changed. We were no longer a destination—we were just another number. The emphasis shifted back to volume, and the quality that once defined the experience diminished. I knew once again that corporate optical was not for me. I tried another small eye care group shortly after, hoping to find what I knew was possible—but it wasn’t there. The environment was still highly insurance-driven, often offering poor-quality frames at inflated prices, with a heavy focus on “making the sale.” The relationships, craftsmanship, and personalized experience were missing. That’s when the idea for Project Optical was born.

This was my project—my vision to change the way people see eyewear, especially independent eyewear.

While there are some luxury brands that are not independent yet still offer quality, many well-known “big name” brands are owned by massive conglomerates. These frames are often cheaply mass-produced overseas and sold at premium prices simply for the logo. Independent eyewear is different.

Independent brands are small companies that design and handcraft frames in limited quantities. The focus is on quality, innovation, and craftsmanship—not mass production. It means you’re not likely to walk down the street and see someone else wearing the same frames. That individuality, combined with superior construction, is what drew me in—and it’s why independent eyewear is my passion.

Over the years, I’ve built relationships with some of the most respected independent designers in the world, along with a few luxury brands that still prioritize quality and integrity. Those relationships shape everything we offer at Project Optical.

My vision has always been simple: provide exceptional, personalized service to every client.

Many optical groups today schedule 20 to 40 patients per day, often in 15-minute intervals. That model leaves little room to truly understand someone’s vision needs, lifestyle, or personal style. People are rushed through the process, left to choose frames with minimal guidance, followed by a few quick measurements and an order form.

At Project Optical, the experience is different. I take the time to get to know each client—their vision needs, how they use their glasses, their style preferences—and offer honest insight to help them find eyewear that truly works for them. The result is a thoughtfully selected frame, exceptional optics, and eyewear that fits comfortably and looks great.

Because we have an in-house finishing lab, I’m able to craft the lenses myself. There are very few places where the same person who takes your measurements also makes your lenses. That continuity allows for greater precision and a deeper understanding of your needs—rather than relying solely on numbers on an order form.

I often hear from clients who’ve been elsewhere and feel like something is always “off” with their glasses, no matter how many times they’re remade. Having a lab on site allows me to complete most jobs quickly, accurately, and with a level of control that’s simply not possible in high-volume settings.

Project Optical exists to do things differently—to put craftsmanship, relationships, and quality first; and to create a personalized eyewear experience. It’s about changing the way people experience eyewear and reminding them that glasses can—and should—be something special.