About Image Eyes Optical
Glasses not only help your vision, but also become an extension of your personality.
If someone tries a pair of frames that don't fit, we won't sell them. We just won't. It's never about the quick sale. For us, the aim is to build relationships that endure. Everyone who walks in our door looking for a new pair of glasses should walk out absolutely loving them-and with the confidence of knowing they fit and look absolutely fabulous wearing them.
The Founders
Our story began in 1986… Wayne and Kris Witzel, the husband and wife team who founded Image Eyes Optical, knew there was "a better way.” Yes, glasses help you see better, but they should also make you feel confident and happy. After working at a few different optical corporations, Wayne and Kris met while working for the same optical company. They knew together they could change the customer experience with their desire to create eyewear with attention to detail, quality and customer service... and Image Eyes Optical was founded.
For decades Wayne and Kris balanced raising four children while growing Image Eyes and building lasting relationships with their customers — now serving three generations of customers. They strive to build loyal relationships with their customers and never give them a reason to go anywhere else.
Two of their daughters joined the Image Eyes family, Melina and Amelya. Melina graduated from University of Utah with a degree in environmental studies and asked to try her hand in the family business before embarking on a different career path. Melina quickly knew her path was with Image Eyes. In 2015, Melina became part owner of the Sun Valley store. Melina, her husband and their two daughters now reside in Hailey, Idaho.
Amelya, who graduated from University of Utah with a degree in behavioral science and health, also wanted to try her career at Image Eyes Optical. After working in the business for five years, Amelya left to explore other aspects of the optical industry. Amelya was a frame rep for a luxury brand in California when she was recruited by the Essilor Lens brand. After only a short time, Amelya quickly became one of their top lens reps. But the family business was calling her home.
Amelya brought with her a new understanding of the industry, knowledge which she extended to the Image Eyes team. In 2020, Amelya’s husband Cameron joined Image Eyes as CFO after completing his MBA at the University of Utah.
in 2022 Wayne and Kris retired and now reside in Hailey Idaho. They are enjoying their time being grandparents to their seven grandchildren. Keeping the business in the family, Amelya and Cameron now own Image Eyes Optical, and are also balancing raising their three children.