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A Proper View, an optometry practice and eyewear shop in Winston-Salem, N.C., was recently named “America’s Finest Optical Retailer” of 2021 by INVISION magazine, a sister publication of VMSD.

It earned the distinction for several reasons, not least of which are its creative merchandising and design strategy. As you’ll see in the photos that follow, the shop provides a welcoming environment for customers, who are afforded a taste of Southern hospitality in a space that feels like home.

A Proper View’s open layout was an intentional design decision, as owner Dr. Andrew Bradbury insists on customers feeling as though they’re visiting a home and not a business.

The practice is nestled on the historic estate of Katherine and R.J. Reynolds, so Bradbury’s wife worked with a local museum to decorate the space with framed original images of the Reynolds family.

Sweeping ceilings and antique windows help accent the building’s history while allowing ample natural light and space to showcase A Proper View’s range of exclusively independent eyewear.

The interior design is focused on being open and elegant. This helps customers feel at ease to peruse the product assortment.

“When so many practices are focused on seeing as many patients a day as possible, we are trying to flip that idea on its head by slowing things down,” says owner Dr. Bradbury.

“The goal of creating a ‘home like’ atmosphere for the space was surely achieved. The eyewear displays fit well into the overall look and theme of the space. This is a very good embodiment of lifestyle dispensing and professional services. It is easy to see why patients are comfortable in this space,” said Jan Ennis of Ennco Display Group (Redmond, WA), one of the judges for INVISION‘s “America’s Finest” competition.

A Proper View limits exams to one per hour. “This gives patients ample time to spend in the optical to find the perfect frame to reflect their unique personality and style,” says Bradbury.

“We want all of our patients to have the opportunity to wear quality eyewear from unique brands,” says Bradbury.

“We try to work as much as possible with local business for the services we need, from using a local florist for fresh flowers to offering complimentary locally roasted coffee, beer and sodas to our guests,” says Bradbury.

 

Reynolda Village, as the former estate is now known, has become a shopping district that supports a wide range of small businesses and is designed to reflect the cozy communities of the past rather than the hustle of many retail complexes today.

Dr. Bradbury, right, with his team. “They are the backbone of our business. Without taking great care of them, it’s impossible to take exceptional care of our patients,” he says.

They say a house is not a home without a dog. So a business can’t feel like a home without one either. Luckily, A Proper View has that covered with official office greeter, Watson.

“Our doors opened in October 2018 and we were fortunate to receive immediate and sustained support,” says Bradbury. “We believe that supports our idea that many of us are seeking businesses that see us for who we are, rather than just another number.”

14 Photos of an Upscale Eyewear Shop Named “America’s Finest”

14 Photos of an Upscale Eyewear Shop Named “America’s Finest”

A Proper View, an optometry practice and eyewear shop in Winston-Salem, N.C., was recently named “America’s Finest Optical Retailer” of 2021 by INVISION magazine, a sister publication of VMSD.

It earned the distinction for several reasons, not least of which are its creative merchandising and design strategy. As you’ll see in the photos that follow, the shop provides a welcoming environment for customers, who are afforded a taste of Southern hospitality in a space that feels like home.