In our journey with Curated Optics, we’ve come to realize that the independent eyewear industry is no longer the niche movement it was a decade ago. What began as a rebellion against homogeneity has matured into a stable, competitive, and fast-growing segment of the global eyewear economy — one that is beginning to challenge the dominance of major groups like Luxottica, Marchon, and Safilo.
Nowhere is this shift more intriguing than in Mexico, a market historically shaped by the global giants but now showing signs of transformation. To better understand the forces reshaping the scene, we spoke with Dr. York, one of Mexico’s leading independent optical retailers, founded by José and Elena York in Mexico City’s Roma neighborhood.
A Heritage of Vision and Community
“Dr. York opened its doors on May 28, 2011,” says José. “I am a third-generation optician — my grandfather started working in an optical store when he was 15, cleaning floors, before becoming a master optician. Later, he founded his own chain, Opticas York, as a tribute to Dr. Lawrence Lewison from New York, who gave him his first professional opportunity.”
When José and his wife Elena launched Dr. York, they chose the name to honor that legacy — but also to redefine it. “We never thought in any other terms than building a community,” he explains. “It was never just about selling glasses — it was about people.”
Fifteen years ago, Mexico City’s Roma neighborhood was a small, bohemian enclave. Today it’s a thriving hub of creative energy, and Dr. York has become part of that transformation, with a second location in Guadalajara. “We’ve built a community rooted in service, hospitality, and love for our craft,” José says.
A Colorful, Complex Market
Mexico’s eyewear landscape is as diverse as its population of 120 million. “The market has many faces,” José notes. “You have national chains working with licensed brands, independent practices offering low-cost solutions, design-driven projects inspired by Warby Parker, and a small but growing segment of truly independent design eyewear.”
This complexity means there’s no single formula for success. “Every part of the market requires specific solutions,” he adds. “It’s a colorful ecosystem.”
Why Independence Matters
The independent eyewear movement — once dismissed as a luxury niche — is now a statement of value and sustainability. For Dr. York, this isn’t just a sales argument; it’s a philosophy.
“We try to explain to customers that investing in an independent brand is a better way to take care of their hard-earned money,” José says. “These brands invest more in design, materials, and eco-friendly production processes. The result is a product that lasts longer, performs better, and has a soul.”
This message resonates strongly with their clientele — a creative, design-savvy community of artists, chefs, entrepreneurs, and journalists, all seeking authenticity and human connection.
The Challenges of Staying Independent
Like many independent retailers, Dr. York faces challenges that extend beyond its control: fluctuating exchange rates, import tariffs, and economic uncertainty. But José and Elena focus on what is in their hands — maintaining a curated, competitive collection, offering warm and personal service, and staying updated both technically and digitally.
“The digital experience is our next frontier,” José admits. “Buying glasses online is difficult for many people. Our goal is to translate the warmth of our in-store experience to the digital world. We already offer remote consultations, but we know we need to evolve further.”
Building a Brand Community
When asked how they choose which brands to represent, José is clear: “We look for people with values — brands that love what they do and their communities. That’s what connects us.”
Among their portfolio, Ahlem stands out as a customer favorite. “We’ve worked with Ahlem since her first collection. Our community has witnessed her evolution, and the relationship we’ve built together reflects in the affection our clients show for the brand.”
The Broader Shift
What’s happening in Mexico mirrors a global realignment in the eyewear industry. Independent retailers like Dr. York — from Mexico City to Milan to Melbourne — are no longer fringe players. They represent a growing class of cultural entrepreneurs redefining the optics economy through design integrity, local connection, and long-term vision.
As the independent movement continues to expand, its strength lies in the very thing that the large conglomerates can’t replicate: authenticity, community, and purpose.
And as José and Elena’s story reminds us — sometimes, true vision doesn’t begin with a market plan. It begins with heart.
