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“We merchandise our frames by aesthetic, not designer,” Black says. The store is devoid of P.O.P. displays; there are no brand- or lifestyle-based areas. “We barely have our own logo on display. We believe service is our best form of branding.” This is genuine “curated” retail: expert product selection combined with close attention to customer service. Without the latter, you’re simply showing off a collection. But is it really possible to merchandise purely by aesthetic? “Completely possible … Great brands do each have their own aesthetics, but there is also commonality. Various designers create aviators, oversized, petite, metals, sculptural, etc. Our expertise comes in discovering great collections and styles that will fit our clients best.” Black prizes his relationships with designers, but ultimately they are secondary. “Designers come and go; they have great collections and not-so-great collections. This is where a little ego comes into play. We make it about us. We have a deep respect for each designer we work with. But we want our clients to buy into Black Optical, not the designers……our clients simply want to look good, feel good, and see well. So, it made sense to keep similar ‘fits’ together.”

The store’s dark Nero and Calcutta marbles offset white gallery shelving and walls, complemented by wood and leather.  When it comes to the eyewear itself, he’s no passive collector; partnerships with designers are a hallmark. “We have collaborated with Ahlem Eyewear, Garrett Leight, and Jacques Marie Mage.” According to Stirling Barrett, founder of New Orleans-based KREWE Sunglasses, “In the art world of eyewear, Gary is one of the pinnacle curators. To have him as a friend and learn from his industry insight has meant a lot to us.”

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Black Optical’s online presence is well tended and responsive. On various platforms, you’ll find references to everything from early ’70s Stevie Wonder to the Kenyan spectacles sculptor Cyrus Kabiru. But it’s not as intimidating as all of this may sound. There are fun lines of kids’ eyewear, and the cultural references run the gamut from Ed Ruscha to the grilled cheese sandwich — American classics both.