Dr. Christian Rottner and Gordon Sage, the Director of Optical Operations, showcase the Pair Eyewear kiosk at Fichte, Endl & Elmer Eyecare. Photo courtesy of Kathleen Otto.
One base frame, endless styles and a powerful edge for our practice
By Christian Rottner, OD
July 28, 2026
Pair Eyewear is changing the optical game. As an associate optometrist at Fichte, Endl & Elmer Eyecare in New York, I’ve gotten to see firsthand how introducing this customizable eyewear brand has shifted our approach to patient acquisition and retention.
In a high-volume, medically heavy practice like ours—where five ODs and two MDs span our two locations in Amherst and Niagara Falls—our day-to-day focus centers on advanced cataract and refractive surgeries, including LASIK, SMILE and PRK, alongside a robust pediatric and myopia management demographic.
While our surgical and clinical capabilities are cutting-edge, keeping patients from leaving with just a written prescription is a constant business challenge. Bringing Pair Eyewear into our practice has given patients a compelling reason to stay and buy eyewear in the practice, unlocking a powerful tool for enhancing the patient experience and creating repeat engagement.
REDEFINING VALUE WITH PAIR EYEWEAR
Our practice caters to a diverse mix of patients from all walks of life. One of the most significant hurdles in any optical dispensary is sticker shock. Traditional high-end frames can alienate budget-conscious patients, leading them to look online or at big-box retailers for cheaper alternatives.
Pair Eyewear bridges this gap beautifully. The brand pairs a sleek base frame with magnetic, interchangeable top frames. Our optical offers a selection of eight base frame styles, each available in three colors, retailing at $120 for acetate and $140 for metal. This variety of base frames guarantees that patients will find an option that matches their unique style. From there, patients can choose from a vast array of simple, elegant, modern and edgy top frames ranging from $20 to $30.
Pair Eyewear offers a large variety of magnetic top frames to choose from. Photo provided by Pair Eyewear.
This pricing model provides an accessible entry point without sacrificing the fun or premium feel of an optical visit. Patients get a highly personalized, attractive and durable product that accommodates a wide range of spending preferences, helping us capture a demographic that might otherwise walk out the door.
DRIVING CONTINUOUS ENGAGEMENT AND REPEAT TRAFFIC
The traditional optical model relies on a cyclical, once-a-year touchpoint. A patient gets an exam, buys one pair of glasses and we do not see them again for 12 months. Pair Eyewear completely disrupts this stagnant cycle by creating a modular, collectible ecosystem.
Because the magnetic top frames are affordable and constantly updating with staple styles and limited-edition designs, patients are naturally incentivized to return. We regularly see patients buy an initial base frame and a single top frame, only to purchase several more top frames when they return to the office to pick up their finished prescription lenses.
This creates long-term patient loyalty—the exact kind of ongoing engagement an eyecare practice wants to cultivate. With Pair Eyewear, patients treat their glasses like an extension of their wardrobe. Our office manager at the Niagara Falls location, for instance, frequently coordinates her top frames with her outfits. When patients see staff actively showcasing the glasses, it naturally sparks curiosity, drawing them back into the dispensary to browse new top frames throughout the year instead of waiting for their annual vision benefits to reset.
A SURE WAY TO DIFFERENTIATE YOUR PRACTICE
The Buffalo-area eyecare market is highly competitive. To thrive, a practice must have an edge. While we pride ourselves on being technological leaders—such as being the only practice in our area to offer SMILE refractive surgery—Pair Eyewear allows us to mirror that forward-thinking reputation in our optical department.
Interestingly, while our post-cataract demographic typically relies on standard readers, Pair Eyewear has effectively captured a younger, highly desirable demographic. We are seeing immense popularity among patients in their early 30s, 40s and teenagers, with a strong lean toward female buyers who appreciate the customizable, fashion-forward appeal of the frames.
Photo provided by Pair Eyewear
SEAMLESS INTEGRATION FOR MAXIMUM BUSINESS VALUE
From a logistical and practice management standpoint, Pair Eyewear integrates seamlessly into our existing workflows. In our optical department, the brand is showcased on a rotating kiosk complete with integrated mirrors, sample base frames and an array of top frames. It invites touch and experimentation, which immediately elevates the energy of the optical floor. The moment a patient tries on a base frame and clicks a top frame into place, the product sells itself.
Once a patient selects a style, our opticians handle the benefit verification. Most vision plans typically cover the base frames, allowing patients to maximize their coverage and simply pay out-of-pocket for the affordable top frames. And for patients who prefer a minimalist look, the base frames stand alone beautifully without a top frame.
Ultimately, Pair Eyewear has proven to be an exceptional practice differentiator. It elevates our dispensary from a traditional retail shop into an interactive, 21st-century experience. By matching cost-effective pricing with fun customization, we are not just selling eyewear—we are cultivating lasting patient relationships, establishing consistent revenue streams and keeping our practice ahead of the competition.
This article is sponsored by Pair Eyewear
Read more on patient engagement here.
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Christian Rottner, OD, is an associate optometrist at Fichte, Endl & Elmer Eyecare in New York. He earned his doctorate from the New England College of Optometry in 2025. |
