When Maysoon Salem, OD, opened Eyeluxe Eyecare in Wayne, New Jersey, in September 2025, one detail at the grand opening held especially deep meaning: a framed photo of her grandparents displayed front and center. Dr. Salem says her grandfather, who was blind for most of his adult life, inspired her path to optometry through the resilience and strength he showed every day.
That inspiration, along with lessons from her father’s entrepreneurial background, shaped Dr. Salem’s vision for the cold-start practice she brought to her hometown.
Dr. Salem graduated from Illinois College of Optometry (ICO) in 2020 and completed an ocular disease residency at the VA in New Jersey in 2021. After residency, she worked in several private practices, experiences she says helped her learn what she valued most in patient care and practice culture. Working alongside several female practice owners also gave her confidence that ownership was possible.
SERVING HER COMMUNITY
When she felt ready to open her own space in the summer of 2024, she knew she wanted to serve the community of Wayne, where her parents still live. Dr. Salem started looking at potential locations with help from the iCare team. The space she found for the practice was familiar to her. Eyeluxe Eyecare sits in a shopping center she visited as a child, surrounded by restaurants, a veterinarian, a dentist, an aesthetic lounge and a Whole Foods.
The almost 2,000-square-foot space was a former dry-cleaning business and needed a complete transformation. Luckily, Dr. Salem’s husband was starting a contracting business—Precision Builders—as she was opening the practice, so he handled the demolition and rebuild. “The design was a collaboration of both of our ideas and designs,” she says.
They gutted the entire space, reframed the layout and installed all new flooring. The finished office includes two exam lanes, a contact lens room, pretesting space, the optical and on-site lens edging. Dr. Salem plans to eventually convert the second exam lane into a dry eye aesthetic lounge with IPL technology.
Throughout the office, Dr. Salem focused on creating an atmosphere that felt elevated yet approachable. “I know some patients have serious anxiety when it comes to visiting any doctor’s office,” she says. “I wanted to help ease that anxiety and create a welcome space.”
The design includes gold accents, warm neutrals and hints of mauve for what she describes as “an elegant, chic and understated feel.” Behind the front desk, wallpaper designed to resemble stone frames a large, backlit logo in gold that Dr. Salem designed herself.
In the optical, recessed frame displays keep eyewear from protruding into the space, while LED-lit shelving and large mirrors help brighten the room. The practice carries a mix of luxury and independent eyewear lines, including Gucci, Tom Ford and frames from Prodesign Denmark.
The reception ceiling was left open and painted black to make the office feel larger. Gold sconces and statement lighting fixtures add softness throughout the space. A beverage bar in the reception area offers guests their choice of coffee, tea, waters and sodas. Oversized cushioned chairs and an electric fireplace create a cozy environment, especially helpful during New Jersey winters, Dr. Salem says.
Several plants throughout the office also carry personal significance. A faux olive tree represents Dr. Salem’s Palestinian culture, alongside a real money tree for luck, and a monstera, which enjoys the natural sunlight that comes through the front windows.
Since opening, Dr. Salem says support from the local community has played a major role in the practice’s growth. Wayne has a large Arabic population, and her family’s longstanding ties in the community helped spread awareness through word of mouth. She also joined the local chamber of commerce to continue building connections with nearby businesses and residents.
Like many cold-start owners, Dr. Salem faced challenges during the opening process, particularly permitting delays that pushed back the opening date. Still, she says the experience reinforced the importance of continuing forward even without having every answer.
“You’re never going to know everything,” she says. “Even looking back at opening six months ago, I didn’t know what I didn’t know. But we are growing rapidly and have become a part of the local community; I wouldn’t change a thing.”
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