Fayetteville has always been a city shaped by creativity and connection, and nestled within that spirit is a boutique eye clinic that reflects both. Uptown Eyes, now located in its beautiful new space at 3766 N. Investment Dr., Suite 120, has earned its reputation as more than just a place to get your eyes checked. Since opening in 2011, Dr. Megan Baureis has led her team with a simple yet ambitious vision: create a place where science, style, and service come together in a way that feels deeply personal.
Step inside, and it’s easy to see what makes the experience different. The space is warm, stylish, and welcoming, but what truly stands out is the intentionality behind everything. At Uptown Eyes, appointments don’t feel rushed or clinical. Instead, every visit begins with a conversation. The team wants to know not just how you see, but how you live. Are you someone who works long hours at a desk? Are you often outdoors? Do you lean toward bold style or prefer something understated? These questions matter when finding the perfect frame. The team, which includes doctors, highly trained opticians, and technicians, takes the time to listen before making any recommendations. While face shape is a component, that’s just one piece of the puzzle. “It’s really about helping people find frames that reflect who they are and how they want to feel,” Dr. Baureis says. “We’re here to guide, not pressure.” The end goal is confidence: frames that fit well, support your lifestyle, and make you feel like the best version of yourself.
Eyewear at Uptown Eyes goes far beyond function. Each frame is carefully selected, with an emphasis on design, craftsmanship, and exclusivity. From the very beginning, the team has been committed to working with independent designers and small-batch frame makers, many of whom are nearly impossible to find anywhere else in Northwest Arkansas. That commitment—to quality, creativity, and supporting other small businesses—has been made possible thanks to the incredible support of their community. Uptown Eyes is deeply grateful to the clients who continue to choose them, champion their vision, and make it possible to bring in such thoughtfully curated collections. Their original frame selection came from a local optical boutique owned by their Licensed Optician, Traci, which they merged into their growing vision for something fresh and elevated. Today, they keep a running wishlist of brands they’re excited to bring in, adding new lines slowly and thoughtfully. Clients can even customize their frames, creating one-of-a-kind pieces that are truly wearable art. But what’s perhaps most unique is the way this care for detail also shapes their team culture. Uptown Eyes hires based on heart and chemistry—believing skills can be taught, but character can’t. They meet regularly in what they call “Polish” sessions, dedicated time to reflect on the customer experience and fine-tune every detail. Whether it’s refining how a tray is presented or making a small but meaningful change to improve the flow of a visit, the focus is always on making clients feel known, comfortable, and appreciated.
Their brand-new location, thoughtfully designed to support their growing clientele, is just the latest chapter in the Uptown Eyes story. The space offers more square footage, easier parking, and a more expansive layout, allowing guests to browse frames with ease and comfort. It also includes a dedicated dry eye treatment room, something the team is especially proud of. This addition enables deeper diagnostic testing and more specialized care in a welcoming, spa-like environment. But even with the expansion, nothing about Uptown Eyes feels impersonal. The values that defined the practice from the beginning—kindness, integrity, and experience—continue to guide every decision. Their connection to Fayetteville’s creative spirit remains strong, too. The team has a tradition of highlighting local artists, most recently through two striking murals: an interior piece by Joelle Storet Holt and a vibrant exterior mural by Jeremy Navarrette (Brickandcanvasart.com). “We love being a part of Fayetteville’s creative scene,” Dr. Baureis says. “Our community’s identity has shaped who we are. It’s part of what’s helped us grow.”
That commitment to both style and service is exactly why Uptown Eyes has remained such a beloved part of the community. In an industry where efficiency often outweighs empathy, they offer something refreshingly different. Here, the relationship comes first, every appointment is an opportunity to connect, every frame is a reflection of the individual, and every detail, down to the way you’re greeted when you walk through the door, is designed to make you feel valued. With every new frame styled and every smile in the mirror, Uptown Eyes continues to change how Fayetteville experiences vision care. They’re helping people see more clearly while also helping them express themselves more fully. In doing so, they’ve created a space that celebrates style, honors individuality, and keeps kindness at the center.
“We love being a part of Fayetteville’s vibrant and ever-evolving creative scene,” Dr. Megan Baureis says. “Our community’s unique identity has shaped who we are. It’s a huge part of what’s helped Uptown Eyes grow.”