Our Mission, Vision, and Values

We’re a team

that thinks differently

Redefining the industry's approach to eye care, we collaborate openly, and build solutions.

Now Optics was founded in 2006 with a mission to make eye care easy and accessible for everyone. Today, it is the largest founder-owned and operated optical retailer in the U.S., transforming how people buy eyewear and leading the modernization of the eye care experience.

Through its flagship retail brand, Stanton Optical, Now Optics merges expert eye care with innovation to deliver a seamless, omnichannel experience. With more than 300 locations, and now 33 states, the company offers same-day glasses, eye exams provided by independent eye doctors, and a tech-enabled customer journey built for speed, affordability, and convenience.

Committed to expanding access to quality vision care, even in remote or underserved communities, Now Optics is redefining what modern eye care looks like.

Our Vision & Our Mission

Committed to expanding access to quality vision care, even in remote or underserved communities, Now Optics is redefining what modern eye care looks like.

Our Values

Integrity

We see integrity as building a foundation of trust with our customers, employees and stakeholders by communicating honestly, ensuring consistency and delivering on our commitments.

Collaboration

We see collaboration as combining the talents of a diverse group, offering proactive communication and being open-minded to new ideas.

Accountability

We see accountability as taking initiative, delivering our best in all we do, accepting responsibility for our actions and taking ownership of results.

Respect

We see respect as prioritizing human relationships, being present, connecting with transparency and empathy.

Empowerment

We see empowerment as making purpose driven decisions to support the company vision, showing appreciation for others, and taking care of the individuals we serve.

The Visionaries

Daniel Stanton

Founder and Eye Care Pioneer

Lukana Justin

Customer Experience Innovator

Kasia M. Moore

Champion for Ethics, People, and Culture

Kissel Goldman

Retail & Clinical Excellence Orchestrator

Lakshmi Balusu

Architect of IT Transformation

Restoring Sight,
Changing Lives

For 1 in 8 people worldwide, clear vision is out of reach. Through our partnership with CharityVision, Now Optics is helping to change that — restoring sight and creating opportunities for people in need across the globe.

For over five years, Now Optics has been CharityVision’s most consistent and largest frame donor, sending thousands of donated eyeglass frames to their distribution center in Utah.

There, volunteers sort and prepare every frame to be delivered to schools, shelters, and underserved communities around the world.

To-date, we have donated over 600,000 frames, giving children and adults the ability to learn, work, and thrive — and proving that something as simple as a pair of glasses can transform a life.

Donate your old frames when you pick up your new glasses at any Stanton Optical location nationwide. When you bring in your unused glasses, they’re sent through this process and into the hands of someone who needs them most.

Together, we’re giving the gift of sight — and a brighter future.