Crafting Desire: How Optik Augustin Redefined the Optical Experience

In an industry often defined by products, Optik Augustin has chosen to focus on something far more memorable: experience. What began as a family-owned optical business has evolved into one of Germany’s most distinctive eyewear destinations, where hospitality, design, and independent craftsmanship come together under one roof.

Led by Jari Augustin and his wife, the company has transformed the traditional optical retail model into what they call an “Optik Lounge”, a space that feels more like a luxury hospitality venue than a conventional eyewear store. With a carefully curated selection of independent brands, a strong commitment to personal connection, and a philosophy built on authenticity rather than comparability, Optik Augustin has become a destination for customers seeking something truly unique.

In this conversation, Jari Augustin shares the story behind the transformation of a second-generation family business, the values that continue to guide it, and his perspective on the future of independent optical retail in Germany.

Optik Augustin is a second-generation family business. Growing up around eyewear, was there a specific moment when you realized you wanted to continue this journey and make it your own?

I basically grew up around eyewear. Our family life always revolved around the store, so from a very early age this path felt natural to me.

However, I always knew I didn’t just want to continue things as they were. I wanted to go my own way. From the beginning, I had a clear vision of positioning ourselves in a much more premium segment.

A major turning point was the passing of my father in 2012. He wasn’t just a great optician, but an incredibly kind, generous, and respected person. That moment shaped me deeply and ultimately led my wife and me to pursue our own vision.

A few years later, we completely redesigned the store, in our own building, without compromises. We wanted to create a place where we personally feel comfortable.

We made a clear decision: move away from comparability and focus on independent brands with strong character.

Looking back, this concept has worked out even better than we ever imagined.

How has the business evolved from one generation to the next, and what values have remained unchanged throughout the years?

What has remained unchanged are the core values: warmth, humanity, and respect.

These values were strongly shaped by my father and still define our business today.

This applies both to our customers and our team. Our employees are very well paid and also benefit from regular bonuses. It’s important to us that everyone feels comfortable and motivated.

At the same time, we have completely rethought the business in terms of design, concept, and assortment.

The values stayed the same, the way we express them evolved.

You created the idea of an “Optik Lounge,” which feels very different from a traditional optical store. What inspired you to rethink the customer experience in this way?  

The concept of the “Optik Lounge” came from the desire to move away from the traditional market and create something entirely different.

We wanted to create a space where people truly feel comfortable.

We consciously broke away from typical optical store setups. No visible product walls, no classic counter. Instead, everything is integrated and reduced.

This led to a space that feels more like a high-end bar than a traditional store.

Our standards were influenced by our personal lifestyle. When we go out, we choose places with a very high level of quality and we translated that mindset into our store.

This is reflected in every detail: the glassware, the perfectly clear ice, and a curated selection of premium spirits.

Our goal is to be the “unicorn” among opticians, a place you won’t find a second time, clearly standing apart from traditional stores and large chains.

Today, people are not only buying glasses, they’re buying experiences. How important is atmosphere and emotional connection in your store philosophy?

Atmosphere and emotional connection are at the core of our philosophy.

Customers don’t just come to buy glasses, they come to treat themselves.

It’s about enjoying the moment.

The environment creates a completely different mindset. It feels less like shopping and more like an experience.

We often see customers choosing more than initially planned, simply because they feel good.

At the bar, especially, something special happens, decisions become emotional rather than purely rational.

Many customers quickly move to a more personal level of interaction.

That’s exactly what we aim for.

Germany has a strong optical tradition and many established players. How would you describe the German eyewear market today?  

The optical market in Germany is changing rapidly.

In the past, you could compete without a clear concept. Today, that’s no longer the case.

You need a strong identity and a unique concept.

Large chains are evolving and improving significantly.

Being “good” is no longer enough.

You need to stand out and remove yourself from direct comparability.

Are you noticing a shift in customer behavior? Do people come in with a clearer sense of personal style and identity than they did a few years ago?

Since our transformation, we’ve seen a significant change in customer behavior.

Customers trust our expertise much more.

We are able to set trends rather than just respond to demand.

Many customers travel long distances to visit us because of our curated selection.

They often already have a clear sense of personal style and are looking for something special.

Many independent optical stores are moving away from simply selling products and focusing more on curation. How do you decide which brands belong at Optik Augustin?  

Brand selection is a key part of our concept.

We focus on brands that are not widely available, especially not in large chains.

We look for strong stories, heritage, philosophy, craftsmanship.

And quality must always be exceptional.

Currently, I’m particularly inspired by Japanese brands crafted in small ateliers with incredible precision and attention to detail.

Looking ahead, how do you see the future of independent optical retail in Germany over the next five to ten years?

The market will split into two directions.

Large chains will continue to grow.

At the same time, independent stores with a strong concept and philosophy will have great opportunities.

It will become challenging for businesses without a clear identity.

In the end, success depends on standing out.

As the optical industry continues to evolve, Optik Augustin stands as a compelling example of what independent retail can achieve when it moves beyond products and embraces identity, emotion, and experience. While technology, competition, and consumer expectations continue to reshape the market, Jari Augustin remains convinced that the future belongs to businesses with a clear vision and the courage to be different.

By blending traditional values with a modern, hospitality-driven approach, Optik Augustin has created more than a store, it has created a destination. A place where eyewear becomes personal, memorable, and deeply connected to lifestyle. In a world increasingly driven by comparison, their success proves that originality remains one of the most powerful differentiators of all.