When Jennifer Ornduff had the opportunity to operate her own business at what was then Keller & George Optical in 2000, she knew she was stepping into more than a simple shop. The Charlottesville institution had been helping generations of families see clearly since 1899, and she was honored to continue that legacy. Last year, after moving into a new location, the practice officially became Proper Focus Optical, the name she had chosen for her company from the very beginning.
"I named my company to remind myself what I do," Ornduff said. "There's a spiritual meaning for me, to be properly focused on God, and practically, to help others see clearly." The new name received an unexpected endorsement from one of her youngest patients. "She was about 10 years old and said she liked the new name better because 'it tells what you do,'" Ornduff said. "She was right."
Helping people see clearly has always been the goal, but for Ornduff, it's never been just about glasses. "Our vision has always been to serve," she said. "We want to make each person who walks through the door know that they matter to us."
That philosophy shapes every appointment. Instead of rushing patients through the process, Proper Focus Optical schedules one-on-one appointments, giving each person time to explore different styles, ask questions, and find frames that truly fit their personality and lifestyle.
"Eyewear is personal," Ornduff said. "Young professionals may want a pair that makes them look more experienced. Some may want their glasses to shout across the room, and others may want them to disappear. That's part of the fun."
As an owner of an independent practice, Ornduff carefully selects every frame with her patients in mind. "When I'm considering what frames to buy for the shop, I have my patients in mind, not the masses," she said. "The selection here isn't exactly like what you see around the corner. It’s more unique"
Over the years, many of the children she once helped choose their first pair of glasses have returned as adults. Moments like those remind her why she took the leap into business ownership. "My goal is to change perspective, not just with expertly crafted eyewear," Ornduff said. "I try to see beyond the glasses to the person and connect."