For Shenila Rajani, OD, helping her patients see clearly has always been at the heart of her work at her Eye World Eye Care. Dr. Rajani’s two practices are located in Target Opticals in Manhattan Beach and Inglewood, California. But when her mother began struggling with hearing challenges, Dr. Rajani found herself navigating a new world of possibilities—and frustrations—around hearing loss.
“My mother has mild to moderate hearing loss,” Dr. Rajani shares. “She’s been frustrated in noisy environments, struggling with what audiologists call the ‘cocktail party effect’—the difficulty of differentiating speech from ambient noise. Traditional hearing aids weren’t a fit because they amplify all sounds equally,” she says.
But now, an innovative new technology being released in select Target Optical locations changes that. Dr. Rajani is breaking new ground as one of the first locations to offer Nuance Audio technology from EssilorLuxottica. This innovation integrates hearing assistance directly into eyeglass frames, blending style with function in a way that feels natural and discreet. For Dr. Rajani, the opportunity to introduce this technology is more than professional—it’s deeply personal.
Nuance Audio’s beam-forming technology focuses on sound from specific directions, amplifying speech while minimizing background noise. Dr. Rajani sees this as a game-changer, not just for her mother but for countless others who face similar challenges. “It’s a tailored solution for people who struggle in environments like restaurants or social gatherings,” she explains.
AN UNDERSERVED MARKET
Nuance Audio was recognized as an honoree at the CES 2025 Innovations Awards in January. The glasses, which come in two chic designs and two colors, could help the approximately 1.25 billion people worldwide with perceived mild to moderate hearing loss.
The new venture can go a long way in destigmatizing hearing loss, says Dr. Rajani. “We’ve moved from lined bifocals to progressives, which has helped patients evolve their vision care solutions to be discreet and stylish. Now, we’re doing the same for hearing. The Nuance Audio Glasses hide the stigma of hearing aids in a similar way. Patients want solutions that support their lifestyles without making them feel self-conscious about aging or health issues.”
For Dr. Rajani, the intersection of sight and sound represents a significant leap forward in patient care. “Think about how vital hearing is to our lives,” she reflects. “It affects work, social activities, safety and even something as simple as hearing birds sing. By addressing both vision and hearing in one device, we’re enhancing quality of life in ways that are both practical and transformative.”
ANTICIPATION BUILDS
Patients will soon be able to test the glasses at Dr. Rajani’s practice, with the technology’s capabilities fine-tuned through an accompanying app. The glasses offer features like self-calibrating head profiling, directional hearing, adaptive noise reduction, and multi-channel dynamic range—all while maintaining a natural, comfortable hearing experience.
“We’re excited to see how this helps our patients,” Dr. Rajani says. “My staff is already buzzing with enthusiasm, sharing stories about loved ones who could benefit. This will bring more patients through our doors, not just for glasses but now for hearing solutions too. It’s about offering comprehensive care.”
Being at the forefront of this launch is both an honor and a responsibility for Dr. Rajani. “It’s thrilling to lead the way with technology that’s so innovative,” she says. “She’s counting down the days until it’s available. It’s exciting to tell her and patients like her, ‘I’ve got your eyes and ears covered.’”
As the world of optometry ventures into this uncharted territory, Dr. Rajani is proud to be part of a movement that bridges the gap between sight and sound. “Millions of people need this technology,” she says. “We’re in the business of improving lives, and this is just the beginning.”
