With a new store at 200 George Street, opened in August/September 2025, and established stores in Hunter Street (Sydney), Wahroonga, and Balmain, The Eye Piece is one of Australia’s most highly regarded independent eyewear stores and advanced eye care destinations. The Eye Piece is a Finalist in the 2026 Australian Small Business Champion Awards. Eyestylist talked to Paul Lee, Founder of The Eye Piece.
Congratulations on your Small Business Award 2026. What does this mean for The Eye Piece? Thank you. This award means a great deal to us because it recognises something we have always believed in: an independent, family-owned business can stand alongside the biggest players in the industry through dedication, innovation, and genuine care for customers.
For our team, it is also a recognition of the people behind the brand. With many of our staff having been with us for more than a decade, it brings a deep sense of pride and ownership to what they do every day. We often say that people make the brand, and this award reflects the collective effort and commitment of our entire team. From the beginning, our philosophy has been to think global and act local. We look to the world for inspiration in craftsmanship, technology and design, but we deliver it in a way that feels personal and meaningful to the customers we serve. The optical industry has changed significantly over the years, with many independents being absorbed by large corporations. To be recognised while remaining proudly independent reminds us that there is still strong value in craftsmanship, relationships and personalised care. At the same time, we are very excited about the future of our industry. We are witnessing the emergence of smart glasses and new optical technologies that will change how people interact with eyewear. This recognition also gives us a wonderful platform to share our vision for what’s next and to continue contributing to the evolution of our industry. Above: The Eye Piece, 200 George Street, Sydney – a new “eyewear” destination in Australia – also featuring an Essilor Vision Centre
Since opening in 2007, can you explain how the business has developed and grown. How many stores do you now have in total? How are they all different? When we opened our first practice in 2007, our ambition was very clear: we wanted to become Australia’s finest optometrist, combining exceptional clinical care with thoughtfully curated eyewear. In those early years, we realised quickly that customers were looking for something more than just a pair of glasses. They wanted expertise, individuality, and a team they could trust. Since then, the business has grown steadily and organically. Today, we operate four locations across Sydney: Wahroonga, Balmain, and two practices in the CBD. Our newest location is our 200 George Street flagship, which represents the next chapter of our journey and reflects how far the business has come. What makes our practices unique is that each one is shaped by the community and market around it. Each team runs its store with a strong sense of ownership and curates the services and brands specifically for its clientele. Because of this, we intentionally hold different eyewear collections across our stores, ensuring each location reflects the style and needs of the local market.
Design is also an important part of how we express each practice’s identity. None of our stores are designed the same. We try to tie each location to a story connected to its surroundings. For example, our Balmain practice features extensive stone elements, inspired by the suburb’s history with stone quarries. Our Hunter Street practice draws from the heritage architecture of the building, allowing the space to honour its surroundings while housing modern eye care technology. When we first started the business, our motto was “See the Difference.” As the business has grown and our vision has expanded, that philosophy has evolved into “True Vision Starts Here.” It reflects not only the clinical care we provide, but also our belief that expertise, experience, and people all play a role in helping customers see differently. Across all our practices, the common thread remains the same: personalised service, clinical excellence, and carefully curated eyewear that reflects craftsmanship and individuality.
What are the biggest changes and challenges you have seen since opening in 2007, and what surprises you about what the modern eyewear customer now looks for both in terms of specialist care and style? One of the biggest changes has been the consolidation of the optical industry. Large corporations now dominate many markets, which has made it more challenging for independents to stand out. At the same time, it has also created an opportunity for businesses like ours to focus on what corporates often cannot offer: deep expertise, authentic relationships, and carefully curated eyewear. Another major shift has been the role of eyewear itself. Years ago, glasses were often seen as purely functional. Today, they are both a health necessity and a personal statement. Customers are far more informed and curious. They want to understand lens technology, eye health, and the craftsmanship behind the frames they wear.We are also seeing a new level of curiosity emerging with the arrival of smart glasses and new wearable technologies. As these products begin to enter the market, customers are increasingly interested in how eyewear may evolve beyond vision correction into something that interacts with everyday life. At the same time, people are looking for greater individuality. Many customers now seek limited editions, customisation, and products that feel personal to them rather than mass-produced. They appreciate knowing the story behind a brand, where a frame is made, and the expertise of the person helping them choose it.We have been fortunate that over nearly twenty years we have built strong relationships with our global suppliers. These relationships allow us to access unique collections, limited releases, and innovative products that we can bring to our clients. In many ways, those long-term partnerships have become an important part of how we continue to deliver something different and meaningful to the modern eyewear customer. Perhaps most reassuring is that in a world that is becoming increasingly digital, people still value genuine human guidance when it comes to their vision and personal style.
200 George Street is a superb example of fine eyewear curation in a special setting. Who is behind the design of the store, and what design features are you especially happy with? The idea for the store had been in my mind for some time. I wanted to create a space that reflected the same values we believe in as a business: precision, craftsmanship, and understated elegance. The design itself was a collaborative effort between our team and architect Ricci Bloch, who has been involved with our stores since the very beginning and understands the philosophy behind The Eye Piece. For this project, Ricci also collaborated closely with the LINDBERG architects, which made the process particularly interesting. It was quite a challenging project because it represents one of the first examples of a mono-brand Lindberg concept within an independent optical practice. The goal was to ensure that the LINDBERG identity sat naturally within The Eye Piece environment rather than feeling separate from it. What I am most pleased about is how seamlessly the two design languages came together. We managed to incorporate the LINDBERG shop-in-shop concept while still maintaining the overall identity of The Eye Piece. It feels cohesive rather than divided, which was very important to us. Another feature we are proud of is how the space balances clinical precision with a welcoming retail environment. Advanced eye care technology sits alongside carefully curated eyewear displays, allowing customers to experience both expertise and design in the same space. We also made conscious choices around materials and sustainability, including the use of recycled corn-based flooring, which gives the appearance of stone while reducing environmental impact. Ultimately, the intention was to create a space where people feel comfortable spending time, discovering eyewear, and engaging in meaningful conversations about their vision.
What collections are you most proud of and excited by for this year in this store? We are fortunate to work with some extraordinary brands, but a few collections stand out this year. Our partnership with LINDBERG is particularly meaningful, especially through the LINDBERG by The Eye Piece concept. LINDBERG represents an exceptional level of Danish engineering and minimalist design, and in many ways, it is ahead of the industry in how it approaches technology, materials, and precision. It resonates strongly with customers who appreciate subtle sophistication and innovation.We are also very proud of our relationship with Jacques Marie Mage. Their frames are produced in limited editions and feel more like collectible pieces than traditional eyewear. The level of craftsmanship, storytelling, and attention to detail is extraordinary, and each collection continues to elevate the conversation around what eyewear can be.
Another area that excites us is the emergence of AI and smart glasses. We believe this is a new frontier for the industry, and we have been fortunate to be at the forefront of introducing these technologies to our customers. For nearly two years, we have been offering Even Realities with digital lenses, along with innovations such as Nuance and Meta, and we are seeing increasing curiosity from clients who want to explore what the future of eyewear might look like.
Chrome Hearts has also seen incredible momentum recently, with its bold identity and strong presence across the global fashion and social media landscape attracting a new generation of collectors.We are also particularly excited to be launching our own eyewear brand later this quarter. It is something we have been developing quietly, drawing from nearly two decades of experience in the industry. So I would say—keep an eye out.
Finally what’s next in 2026, and what do you hope for in your business development for the next few years? Looking ahead, our focus remains much the same as when we first began. We are always challenging ourselves to rethink what it really means to provide exceptional customer service and experience. It is not something static; it constantly evolves as technology, design, and customer expectations change.We are now standing at what feels like the dawn of a new era in eyewear, particularly with the emergence of AI-driven and smart glasses. Our aim is to be ready for that future while staying grounded in the values that built our business: expertise, craftsmanship, and genuine human connection.
A big part of our development will come from asking how we can amplify what we do through our partners. Over nearly two decades, we have built strong relationships with global suppliers and innovators, and these collaborations allow us to bring new ideas, technologies, and experiences to our customers. When those partnerships work well, the result is something greater than what any one brand or retailer could create alone. At the same time, we remain careful about growth. We are not driven simply by opening more locations. Expansion only makes sense when we have the right people who share our values and are ready to carry the story of the brand forward. For us, people truly make the brand. If we can continue challenging ourselves, nurturing our partnerships, and balancing global insight with genuine local care, then I believe the future for The Eye Piece—and for independent optometry—will be incredibly exciting.
The Eye Piece, Sydney, 10 Hunter & 200 George Street, Sydney / Wahroonga / Balmain – find out more at www.theeyepiece.com.au
This interview was written and researched by Clodagh Norton at Eyestylist.com. All rights reserved.
