Though considered a boutique — they have one-of-a-kind frames from over 20 countries — Optical Alternatives carries frames “from $99 to $999.” The staff is constantly doing research, visiting trade shows and making contacts to insure they have the widest, coolest selection. Bemus recalls sourcing embellished frames made in the mountains of France and trying to communicate with the internet-less craftspeople over the phone about the order. Open only two and a half years, they call their customers as diverse as their inventory. Bemus believes that people don’t think enough about eyewear. “I’m always disappointed to see a man or woman dressed in beautiful clothes wearing a basic eyeglass frame,” he said. “We offer an alternative to the everyday, run-of-the-mill. We have everything from plastic conservative styles to fashion-forward. If we endorse a look for a client that is unsure and think their frames might be too forward, they have 30 days to trade them in for anything,” he said. He noted that only one client in 100 ever does.