Today we’d like to introduce you to Kim.

Hi Kim, thanks for joining us today. We’d love for you to start by introducing yourself.

I started my journey in the family business, though, to be honest, it wasn’t part of my original plan. I had dreams of becoming a fashion designer and attending Ryerson University in Toronto to pursue that passion. However, life had other plans, and I knew my parents needed my help in the business.

So, I put my aspirations on hold and joined the family business. Over time, I realized the incredible opportunities it offered to connect with people, solve problems, and express creativity in ways I hadn’t imagined. It taught me resilience, adaptability, and the value of building meaningful relationships, which have become the foundation of my career today.

After decades in the optical industry, I decided to step out on my own and launch a mobile optical concierge business. This innovative approach allows me to bring a highly personalized eyewear experience directly to my clients—whether they’re at home, at work, or in a community setting. It’s all about convenience, luxury, and tailoring the experience to their needs.

One of the most exciting aspects of this venture is designing my own eyewear collection. I’ve been able to take my passion for creativity and fashion and apply it to bespoke eyewear, crafting custom designs that reflect each client’s unique personality and style. Offering one-of-a-kind pieces through my concierge service has been incredibly fulfilling—it’s a beautiful blend of artistry, service, and functionality.

Seeing a client light up when they try on a pair of custom-designed glasses is an incredible feeling and a reminder of why I love what I do. This journey has been about growth, discovery, and finding joy in combining creativity, service, and innovation in the world of eyewear.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?

At first, the road was fairly smooth, especially when we were operating a single location. However, as we expanded, the competition became unbearable, and the market quickly became saturated. This saturation, combined with the arrival of big box optical retailers, forced us to navigate an increasingly challenging landscape.

When these big players entered our market, we suddenly found ourselves competing on a whole new level. To prevent losing clients and patients to these larger chains, we decided as a family to diversify. We added a discount optical store alongside our high end boutique to capture more sales and meet the varying needs of our community.

Then came the rise of online shopping, which created even more challenges. As a brick and mortar business built on in person service and relationships, competing with online retailers was difficult. Unlike Costco, Sunglass Hut, LensCrafters or other large chains, we did not operate 100% with mass produced product (,cookie cutter frames). Instead, we focus on quality, unique designs, independent designers and sustainable eyewear.

The shift to online shopping has deeply impacted local independent optical shops. Large corporations dominate the market with mass produced frames, often made overseas, which lack individuality and craftsmanship. What’s even more troubling is the waste generated in the industry. Many mass produced frames end up discarded when discontinued, contributing to environmental harm.

This is why I’m so passionate about supporting independent optical suppliers and offering bespoke collections. Some of my collections are made one at a time, with care and precision. They don’t rely on stockpiling inventory, which reduces waste and supports sustainability.

By focusing on quality, craftsmanship, and sustainability, I aim to stand out in an industry that’s increasingly driven by mass production and profit over individuality and innovation.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?

I’m all about making eyewear personal. Through my concierge mobile optician service, I bring eyewear straight to my clients, making the experience as comfortable and convenient as possible. What really sets me apart is the way I connect with people, taking the time to truly understand their needs by actively listening and helping them build their perfect eyewear wardrobe, with pieces that fit their lifestyle and personality.

My philosophy is simple: show up with kindness, always work on personal growth, and be real. I believe in building a strong, respectful team and being transparent with everyone I work with. I take pride in going the extra mile for my clients, whether it’s a small gesture or a thoughtful recommendation and I’m excited to pass that mindset on to others in the industry so they can elevate their own service.

What I’m most proud of is making people feel valued and ensuring they get the best eyewear experience possible. It’s not just about the glasses—it’s about the connection and the care that goes into each step, and it all starts with truly listening to their needs.

Can you talk to us about how you think about risk?

Stepping away from a 40-hour work week with a guaranteed salary was a major risk for me. The challenge is that there’s no guarantee anymore, and I’m a one-woman show. But honestly, I wouldn’t have it any other way. The freedom I now have to make my own decisions as the CEO of my business is the best design I’ve ever created for myself and my family.

The ability to spend more time with my son, being present in his life, without the long 10-hour workdays and the daily commute, has been invaluable. The risk? Losing it all or gaining it all. But for me, I choose freedom and family, and I’ve never looked back.

Another major risk is the financial uncertainty. It’s one of the biggest reasons why many Opticians might shy away from starting their own businesses. My industry tends to train Opticians to work under Optometrists or Ophthalmologists, but I’m here to say that if you’re a licensed Optician, you too can go out on your own.

I took that risk, I’m doing it on my own, and I encourage other Opticians to do the same. I’ll support and help my colleagues in any way that I can. I’ve only been running my business for 9 months, and I have no regrets. Once you’re on the other side of it, you start to see things more clearly.

Contact Info:

• Website: https://www.eyestylist.ca
• Instagram: @youreyestylist
• Facebook: https://www.facebook.com/share/15kRCSMiLL/?mibextid=wwXIfr
• LinkedIn: https://www.linkedin.com/in/kim-jurina-255b9b114?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Image Credits

Cutting ribbon photo
https://www.instagram.com/luminariecreative?igsh=dmxob3J4bWMyMG1v