RELATED CONTENT


Ethics, Service and Expertise
10/10 Optics
New York, New York

When you think of Madison Avenue, Main Street might not be the first thing that comes to mind. However, you can still be in the big city and “think small” especially when it comes to a specialized customer experience and expertise.

When you step inside 10/10 Optics on 50 Madison Avenue in New York City, you feel like you’ve walked into a living room environment, a home that is cozy and welcoming. The boutique design features wood, carpets and beautiful lighting. “A customer walks in and feels invited to relax and hang out,” Ruth Domber, 10/10 Optics’ eyewear fashion expert said.

Aside from a welcoming atmosphere, 10/10 Optics operates on the philosophy of “Ethics, Service and Expertise.”

“I think control is really what defines a top notch retail location whether it’s small or large,” Domber said. “Some of the larger companies have more money for marketing and promotion, so it’s a really beautiful face that they put on but when the face doesn’t match the expected experience, that’s when customers start looking elsewhere.”

So, while Domber believes marketing power is the only disadvantage to smaller businesses, independents have to appeal in a different way by delivering an excellent experience that is going to be repeated.

Always thinking of ways to generate a superior experience, 10/10 Optics pioneered the concept of “counter eyewear” back in 1979 which included more of a restaurant bar set-up of the eyewear in front of the individual by the experts who are trained in aesthetics.

“The experience is meant to be enjoyed. Like come and sit down and have us serve you with an excellent eyewear experience,” Domber said.

10/10 Optics goes above what is expected when it comes to what one usually thinks of when choosing frames. On their website, individuals have the option of booking their own eyewear makeover appointment. Face proportions, features, angles, skin tone, prescription and smile are all things that are taken into consideration when sitting down with Domber.

Some of the collections that are carried at 10/10 Optics include Gold & Wood, Thierry Lasry, Bird & Cage, DeLoor, Orgreen, Hoffmann Natural Horn, Blake Kuwahara, Pro Design, Theo, Bevel, Barton Perreira, Feb 31st, Markus T, Woow, Anne et Valentin, Lucas de Stael, Maui Jim and Specs of Wood.

“Nothing takes the place of a satisfied person walking out your door, spreading the word,” she said. With that being said, knowing the customer and demographic is equally as important. 10/10 Optics specializes in luxury eyewear and Ruth knows that her “store is not for everyone. You have to have a certain amount of money or be willing to spend a certain amount on your eyewear. I’m not interested in everyone.

“I’m not about the glasses. I’m about your experience, and the glasses are how we serve it up.”


Ruth Domber, 10/10 Optics’ fashion eyewear expert is all about creating an impeccably curated eyewear experience based on service and expertise for each customer. The interior of 10/10 Optics on Madison Avenue in New York City exudes a high-quality cozy, relaxing atmosphere.