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Be Inventive and Creative
One Hip Chic Optical, Inc.
Rochester, New York

When describing the atmosphere of One Hip Chic Optical, Inc., owner Tamra Asmuth feels her location exudes a soothing vibe for her customers. The Rochester, New York boutique is located on the second floor of a turn of the century brick building. Views of trees can be seen from the windows of the spacious, minimally decorated interior of Asmuth’s optical location. The frame selection that she carries are shown in drawers that are lined with handmade papers.

“I’m an art appreciator so working with beautifully creative frames makes me happy. I like to think of my boutique as an art gallery for eyewear, and I’m the lucky curator,” she said.

Asmuth who opened up One Hip Chic Optical 19 years ago and has been in the optical industry for 35 years believes that independent optical business are setting themselves apart by providing goods and services that their competitors don’t. For her, that means providing unique frames from small boutique eyewear companies as well as selling high quality lenses and caring deeply for her customers. Some of the frames that Asmuth carries are Anne et Valentin, Theo and Bevel.

Her personal philosophy as an independent retailer is that her business is an extension of herself.

“I enjoy the meaningful relationships that often develop—the everyday hugs, my birthday calls. It’s that personal touch that helps establish loyalty in customers. What’s especially wonderful is that it enriches my life too,” she said.

While the personal touch is enriching, Asmuth noted that running a thriving business is not for the faint of heart. “It takes courage, drive, perseverance, a clear vision of what your goal is and a solid focus to achieve it. Having a unique style is what it takes to stand out. Being inventive, unencumbered and creative is imperative,” she continued.

As for advice she’d give to those just starting out, it’s all about having a solid business plan.

“With thoughtful consideration a business owner should concretize the reason their business will exist, identify the story they’ll tell the world through their business and establish just how they’ll accomplish this. Staying true to the story without deviation is imperative. That’s how a brand is created. That’s how a successful business is born.”


(L to R) Tamra Asmuth has been in the industry for 35 years and opened One Hip Chic 19 years ago. While her collections are shown in drawers, some are displayed sitting on shelves made of books. An exterior shot of One Hip Chic Optical is located in a turn of the century building in Rochester, N.Y.