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Dana Gordon
For generations, Dana’s family has been a pioneering force in the world of optics. As owner of three optical businesses, he loves knowing that each store has its own unique style that cannot be replicated. Having a strong holistic understanding, he recognizes that creating quality eyewear and a quality work environment go hand in hand. He appreciates the diverse personalities that he gets to work with and considers his employees to be family. By expanding his business, he has been able to witness the growth of three micro-communities that successfully work together to support a greater vision for the future of optics.

Eyemax
At Eyemax, we believe in revolutionizing the consumer experience. Finding the right pair of frames should never be a monotonous task, not with our expert staff to guide you. Located in the legendary Lincoln Road Mall of South Beach, we specialize in high-end eyewear and state of the art lens technology that caters to a chic and modern lifestyle. With onsite eye exams and finishing lab, in most cases your prescription eyewear can be prepared within the hour, so you can quickly walk out of our store sporting the latest style. With our ever-changing merchandise and competitive prices, we specialize in offering our customers the latest trends in eyewear such as Mykita, Dita, Thierry Lasry, MIU MIU, Persol, Tom Ford, Dior, YSL, Gucci and Prada. Let our stylish staff dedicated to excellent customer service help transform your optical experience. 

Framed
Here at Framed, we do our best to reflect the unique style of Asheville, by inviting you to partake in an optical experience that is beyond ordinary. We pride ourselves on the innovative designs we carry- be it earthy looking frames handmade in Italy to quirky upcycled vinyl record frames from Budapest. Our hip and comfortable atmosphere encourages you to feel at home while looking for the perfect pair of eyeglasses and sunglasses. Feel free to grab a coffee next door, while enjoying our cozy furniture and vibrant artwork, created by local artists.  Allow our friendly staff to support you as you explore our stellar selection of high end frames such as Alain Mikli, Oliver Peoples, Dita, IC Berlin, SALT, Italian Independent, Theo, Anne ET Valentin,  Etnia and Mykita. With our state of the art lens technology, arranged eye exams, and finishing lab, in most cases your prescription eyewear can be prepared within the hour. In line with our personal ethos that shopping for eyewear should be a fun and fluid process, we offer the most competitive prices on our fresh and up to date merchandise. Whether you are lucky enough to call Asheville home or are just passing through, be sure to connect with our funky and down-to-earth staff so you too can get FRAMED.

Specs [Closed! Relocating to Wynwood in 2017]
At Specs, we work hard to exceed the expectations of those on the hunt for the latest styles in high-end eyewear. We specialize in small independent brands that can’t be found just anywhere. Located in the ultra-posh Lincoln Road Mall of South Beach, our alluring atmosphere invites customers to indulge in the glamorous side of shopping for the right pair of frames. Our style savvy staff believes that basic and eyewear are two words that should never be strung together. Always up to date with the latest trends, we take the guess work out of finding fashionable frames. We invite you to explore our incredibly unique and competitively priced collection which includes top brands such as MATSUDA, Mylon, Thom Brown, Kuboraum, Face A Face, LA Eyeworks, Spectra, Illesteva IC Berlin and Sabine Be. With state of the art lens technology, onsite exams, and finishing labs, in most cases your prescription eyewear can be prepared within the hour. We promise only the best in customer service. We want you to leave our shop not only looking fabulous, but also feeling fabulous. After all, if you look good, we look good!