From One Practice to 21: Where Fashion and Eye Care Meet

My parents did something unthinkable. When they were in their mid-30s, they decided to pack everything up and take me and my brother from Lithuania to the United States. Although they were doing well professionally, my parents had dreams of owning their own business, and such opportunities were limited in the Soviet Union at that time. So, when Gorbachev allowed citizens to leave and never return, they packed us up, each with the allowed $100 in their pocket, and headed for the land of opportunity.

That leap of faith instilled in me a desire to be independent, to work hard, and to help others along the way. Our journey was a bumpy one, and we relied on the kindness of others for food and shelter—and hope. One charity in particular was so kind to my family after all of our possessions were stolen, it became my mission to give back to them and others when I could.

The desire to help others propelled me towards the medical profession, and I majored in biology during college. Unsure of a specialty, I joined an optometry club and was soon enamored by the potential to own my own practice, achieve work/life balance, and help patients live better lives.

After optometry school, I immediately started working in a retail setting, soaking up every aspect of the business. I worked around the clock, filling in for everyone’s time off and attending networking events to establish connections and learn about the opportunities in optometry. I learned so much about the innerworkings of the business, my employer even asked me to write up a business plan.

Like my parents, I wanted more; I wanted my own practice, where I could apply the knowledge I had soaked up and the values instilled during my journey. I launched my first practice in Chicago and then took over another practice when the owner retired. A few years later, my husband was looking to step away from the corporate world of banking and invest in a business, so I suggested a practice that combined my love of fashion with my passion for eye care. In 2017, Big City Optical was born: “where frames and fashion meet.” Today we have 21 locations in the Chicagoland area and are opening a new one in the Fall.

This success could not have been achieved without the contributions of others, and our partnership with VSP Vision was instrumental from the start. When I started the practice, there were many things I did not know, and my VSP reps jumped in to help me with frame board and practice management and with training for my team. As a VSP Premier Edge practice, we received additional benefits, like marketing resources to support patient flow, and career support to help with hiring qualified candidates (a challenge with 21 locations!). Just recently, we partnered with Premier Edge Career Support to hire an OD through the Student Loan Repayment program, gaining a top-notch employee and helping her with her student loan debt. PECAA membership has provided an additional level of support for the practice, including the recent exam rebate that significantly impacts our bottom line.

There are lots of VSP members in the Chicagoland area and they come to us in droves after seeing us on the VSP Find a Doctor directory. Most importantly, they come back—because of the excellent care we provide, the enhanced benefits they receive at a VSP Premier Edge practice, and the expansive range of high-quality products we offer. At Big City Optical, we promise “a frame for every face,” and Marchon/Altair delivers, exemplifying fashion and value to attract a wide range of patients.

With charity at the forefront of my mission, I participate in VSP programs like Eyes of Hope, which provides no-cost vision care to those in need, mentorship to share my experience and expertise with the next generation of ODs, and the Student Loan Repayment program, which supports the future of the profession and provides care in areas with limited access. As Eye See It, success is measured by the impact you make on people—whether helping them to see better and live healthier lives or supporting them as they navigate their path. As proud as I am of our 21 practices, I know firsthand the impact of receiving support when you need it and am grateful to return the favor.