Building the Guild Eyewear Studio Experience

February 7, 2025

Guild Eyewear Studio in East Aurora, New York, is in its growth-phase era. Owner Ashley Szalkowski, OD, is committed to putting in the work to make her practice, which opened in September 2022, thrive in an area with many established practices. “We’re working on our experience here instead of something more routine. We’re targeting a certain type of clientele,” she says of the boutique-style setting with a growing selection of independent frame lines. “It’s exciting to see us evolve.”

Dr. Szalkowski found ownership as the right path after experiences working in a large ophthalmology group as well as fill-in work in several locations. “I knew it wouldn’t be easy, but I’ve had a sense of fulfillment that I’ve never had before.”

READY FOR THE CHALLENGE

With a vision in mind, Dr. Szalkowski took a leap of faith at the end of 2020 and sought help for planning and scouting out a space from a PECAA and its Cold Start Program. The search for the right location, however, proved to be more challenging than expected. Despite other businesses downsizing after COVID, suitable spaces were still scarce, but she finally found the perfect spot. The historic, standalone building had previously served as a schoolhouse, gift shop, gallery and physical therapy office.

“It was a bit of a challenge finding the right location, but I feel the space is perfect for what we’re building,” she says. The building’s history, combined with its walkability and street-facing view, fit perfectly with her vision of creating a more retail-focused, boutique experience for clients, not a clinical medical practice.

DESIGNED WITH EXPERIENCE IN MIND

Guild Eyewear Studio, at around 1,500 square feet, blends modern design with a sense of comfort and elegance. Dr. Szalkowski worked closely with a local design firm to curate the space, ensuring that it felt cohesive with the branding she envisioned. “I wanted the design to feel unique, and it really serves us well,” she says. “The design is cohesive with our brand and mission. This is an experience for clients, not just an office.”

Patients enjoy the unique, independent optical offerings that she has for sale, and she continues to grow the available selection. “When I first opened, I had some household brands out of fear that I needed them, but I came to find that people were coming to us for something different,” she says. “We discontinued those lines and now we’re focusing on independent lines that make us stand out and that they can’t get elsewhere.” She’s seen many individuals come in with outside prescriptions, and now some of these customers are now becoming patients as well.

Dr. Szalkowski learned quickly that word of mouth and social media were key to attracting the right clientele. Instagram has been crucial to building brand awareness. “It’s been a great source of traction, and I handle it myself. I want it to feel authentic,” she says.

As the practice grows, Dr. Szalkowski splits her time between Guild Eyewear and another practice. She feels optimistic about the future, focusing on premium aesthetic services and dry eye treatments such as IPL. “It’s a nice fit for our ideal patient base.”

Though the road to success has been challenging, she is proud of what she’s built and excited for what lies ahead. “My advice? If you’re thinking about it, go for it. It’s a lot of work, but the fulfillment makes it all worth it.”