“Black Optical has never been about selling glasses,” says Madelein Black, marketing director. “It's a place where design and experience converge, shaping identity in the process.”
Founded by Gary Black in 2007, the brand began with a single showroom in Tulsa, Oklahoma, and a simple premise: eyewear is personal. Today, Black Optical operates six showrooms across Oklahoma, Missouri and Texas, each one a quiet rebellion against the generic, logo-heavy world of mainstream eyewear.
Gary started as an eyewear adviser at 17 years old, stocking sunglasses, and even at that age, pushing boundaries. “In high school, I would buy frames at Sunglass Hut or Gadzooks and have them fitted with prescription lenses elsewhere,” he says. “I wanted something different, something with a point of view.” That obsession never left. “I wanted frames that said something. Once I stepped into the optical world, I realized I had found a hidden corner of design.”
That obsession evolved into Black Optical’s signature approach: independent designers, luxury lens technology and a showroom experience grounded in hospitality and intention. That world now includes exclusive collaborations with cult-favorite brands, Jacques Marie Mage, Lapima, Ahlem, Diffuser Japan, Kuro Athletics, and a custom house scent that greets every guest at the door.
Their clients? Discerning. Curious. Style-minded. “They don’t come to us for convenience,” Madelein says. “They come to look and be seen at their best. Great design never goes out of style and the right frame can change how you see everything, everywhere.”
Many of their clients are architects, artists, designers and entrepreneurs: people who view eyewear not just as an accessory, but as an extension of their personal brand. “They care about form, function and story,” she adds. “They want craftsmanship, not logos. Conversation, not transaction. They’re intentional with every choice, and they want to align with brands that reflect that same depth, focus and clarity.”
The Missouri locations offer comprehensive eye exams, contact lenses, custom sun lens tints, precision fittings and services powered by 3D digital measuring tech that are finetuned down to the millimeter. “It is precision with care,” she says. “The process is exacting, but the experience is warm.”
Every detail in the showroom is deliberate, from the music and lighting to the scent in the air. “We think about our spaces the way a chef thinks about plating,” Gary says. “Our showrooms are minimalist, but never cold. They are quiet by design, so the eyewear and the person wearing it can take the center of attention.”
Time is a luxury at Black Optical. Clients are encouraged to explore, try on multiple styles of glasses, ask questions and even leave and return with a clear perspective.
“We don’t rush the process,” he adds. “We style, we educate and we listen. Our clients come to us because they want to be seen and heard, not sold.”
At Black Optical, eyewear isn’t just functional; it is defining. “It's the most visible part of your wardrobe,” Madelein says. “It's on your face every day. It deserves better.”
401 N Euclid Ave.
314.696.2310
BlackOptical.com
“It’s precision with care,” says Madelein Black, Black Optical marketing director. “The process is exacting, but the experience is warm."
“We think about our spaces the way a chef thinks about plating,” Owner Gary Black says. “Our showrooms are...quiet by design, so the eyewear and the person wearing it can take the center of attention.”