Beyond Mainstream – Eyewear Culture at Optik Augustin in Germany
In the western part of Essen, there’s a store redefining the eyewear shopping experience: Optik Augustin. Steffi and Jari Augustin have created more than just a boutique – they’ve built an optical lounge where high-end eyewear meets design culture, craftsmanship blends with experience, and a bar vibe pairs with personalized style consulting. Many customers travel long distances to discover their perfect pair of glasses in this relaxed setting. With a sharp focus on independent labels, bold interior design, and a smart digital strategy (including FAVR Virtual Try-On), Optik Augustin is a true best-practice model for modern optical retail. In this exclusive interview, Jari shares what makes the concept tick.
A Clear Vision: Optik Augustin defined
Jari, how would you describe Optik Augustin in one sentence?
We’re fully committed to high-quality independent eyewear – always far from the mainstream. What matters to us is being able to tell a good story: about the frames, the brands, and our space.
What was especially important to you when designing the store?
We spend a lot of time here ourselves, so it had to be a place where our team and our customers feel equally at home. That’s why we have a fully stocked bar at the entrance, two large kitchens, an outdoor area with a lounge, climbing wall and slide for kids – even a Thermomix for spontaneous snacks. It’s more lifestyle than sales floor.
Bar spirit: hospitality meets eyewear Meets Eyewear
The bar definitely stands out. What’s the story behind it?
Steffi and I don’t go out much, but when we do, we enjoy it in style – places like Schumann’s in Munich, Le Fleur du Mal, or Seiberts in Cologne, Germany. We wanted to bring that same spirit into the store: chilled glasses, crystal-clear ice cubes, drinks made with care. We’re not a bar – but the experience is real.
Creating atmosphere: a relaxed experience with jazz and cocktails
How does that atmosphere affect the overall mood?
We work almost exclusively by appointment and dedicate 90 minutes to two hours per customer. Relaxed jazz plays in the background, drinks are served – people unwind, disconnect, and feel like they’re treating themselves. Some even bring us gifts when picking up their glasses. And often, it ends with them saying, “I’ll take the second pair, too.” It’s more than shopping – it’s an experience.
Your clientele isn’t just local, right?
Not at all. Location hardly matters anymore. We regularly have customers driving over an hour to see us. Most find us online, connect with our story, and are drawn in by the visuals. Walk-in traffic has dropped – our reach now spans the entire Ruhr region and beyond.
Online presence: website, booking & try-on tool
Speaking of online: your website is as polished as your store. What was important to you in building it?
It had to be clean, modern, and easy to navigate – with all key info upfront. And the numbers prove it works. We love our online booking tool and the FAVR Virtual Try-On – it’s a real value-add and customers love it.
You’re among the top-performing FAVR users globally – and even number one in Germany. What’s your take on the tool?
I think it’s fantastic. So many customers walk in saying, “I tried this model online.” That’s a great starting point for us. It boosts professionalism and helps streamline the consultation. We make sure to link it in multiple ways so it’s easy to access.
How important is the digital world for your business overall?
More and more every day. Tools like FAVR spark interest and help with pre-selection – even encourage people to go for a second pair. But of course, nothing replaces the in-store experience. Feeling the frame, trying it on – that’s still everything.
How do you discover new brands for your store?
Quality is key – even in entry-level models. We work with labels that are often hard to find elsewhere. Every brand has to tell its own story. We also look for limited editions – exclusivity creates desire.
Teamwork: Jari and Steffi’s seamless partnership
What makes Optik Augustin stand out?
It’s the mix: a curated selection of brands, strong design, inviting ambiance, and genuine service. Every frame is meticulously checked and leaves the store in perfect condition.
How do customers respond to your approach?
They often say everything just fits – the look, the vibe, the details. Women appreciate the warmth of the space; men often comment on the well-thought-out concept. Younger customers are surprised by how warmly they’re welcomed – with a drink and an open conversation.
How do you and Steffi work together as a couple?
We complement each other well. Steffi’s amazing with customers and keeps everything running smoothly behind the scenes – from organization to the small details. I focus more on branding, communication, and customer interaction. Together, we create a seamless experience.
Sunglasses – no impulse buys
What about sunglasses – do they play a big role?
Funny enough, we’ve got amazing sunglasses, but we only sell them by appointment. No impulse buys. It’s unusual, but it works for us.
Do you notice different behaviors in younger vs. older customers?
We aim to find the perfect fit for everyone. Younger clients are often surprised by how friendly and relaxed the experience is. Older ones tend to appreciate the modern setting even more than the younger crowd.
What do you see as the biggest challenge for independent opticians in the years ahead?
If you do what everyone else does, you’re going to struggle. You need a strong, unique identity and a concept that supports it. That doesn’t have to be expensive – but it has to be authentic and consistent. Find your niche.
And what are you personally most excited about?
Honestly? Tech that makes life easier. Smart software, AI tools – anything that boosts efficiency. And, of course, spending more time with my daughter.
Jari, thank you for your time and this interview.
OPTIK AUGUSTIN
Berliner Straße 112 | 45145 Essen | Germany
+49(0)201-761596
Visit Optik Augustin’s Website
Key Insights from Optik Augustin
☑️ Independent spirit: Optik Augustin focuses on high-quality, independent eyewear far from the mainstream – every frame tells a story.
☑️ More than a store: The space includes a bar, two kitchens, an outdoor lounge, climbing wall, and even a Thermomix – making it a true lifestyle experience.
☑️ Appointment-based consultations: Clients enjoy a relaxed 90–120 minute session with music, drinks, and premium service.
☑️ Destination optician: Customers often drive over an hour to visit – most discover the store online and are drawn in by its unique vibe.
☑️ Digital excellence: The website is clean, modern, and functional, with strong performance thanks to online booking and the FAVR Virtual Try-On.
☑️ Top FAVR user in Germany: Many customers arrive already knowing which models they want – thanks to the virtual try-on experience.
☑️ Perfect partnership: Jari and Stefanie Augustin run the business as a complementary duo, balancing customer service and branding.
☑️ No impulse sunglasses: Even sunglasses are sold by appointment – reinforcing the store’s thoughtful and curated approach.
☑️ Future focus: Embracing tech tools and smart solutions is key – but so is spending time with family.
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