Del Mar Village Small Business Spotlight: Alexander Daas Opticians
Welcome to our business spotlight blog series, in which we interview the folks behind your favorite Del Mar Village businesses. We hope you learn something new and stop in soon!
Del Mar Village Small Business Spotlight: Alexander Daas Opticians
Interview With: CEO, Alex Feldman and Optometrist, Janel Mallari
Tell us your backstory: What was your path to owning a business in Del Mar Village? Did you grow up here? Why did you choose Del Mar Village to set up shop?
My parents immigrated from Russia to New York where I was born, and when I was young we moved to San Francisco. They started an optical business and I grew up every day in that shop, learning lenses, eyewear and all things optical from sunglasses and eyeglasses to prescriptions. I cut my first set of lenses when I was 12.
My San Francisco location has been around for over 40 years and is a local staple in the quaint Marina District. Our shop is known for styling athletes, politicians, and locals. I also have a shop in Larchmont Village in Los Angeles, where we serve the Hollywood community, including the talent behind the scenes and those on the big and small screen. It’s incredible to work with the people behind the most classic movies of all time. That street is really interesting because it’s a “no paparazzi” zone, making it a safe haven for celebrities. Makes for fun sightseeing (especially the bodyguards).
I’ve always dreamed of having a location in each major city along the California coast, and Del Mar has brought this vision to life. The neighbors, the locals and the dogs make our team feel at home, and because it’s a very similar experience to our other locations it just feels right.
My wife grew up in Del Mar and spent her entire childhood in the village. She often reflects on how lucky she is to have had a “zero period” surfing class at Torrey Pines High School where she would swim in the ocean before school started. And how she used to bolt from school at lunchtime to get Board & Brew. Their sauce never gets old! - Alex Feldman
I was born and raised in Mira Mesa, but frequently visited Del Mar for either the fair, beach, food or coffee! It was always my dream to own my own practice as an optometrist, ever since I started volunteering within the field in San Diego before I started school for my degree. Del Mar Village is a beautiful area with a relaxing atmosphere that I gravitate towards. Luckily, Alexander Daas Opticians was looking for an Optometrist to set up shop inside and I’m happy to find our values and goals align. - Janel Mallari
Tell us about your business. What should people know about it? What makes it unique?
Our favorite saying is “You have 20 pairs of shoes but only 1 pair of glasses? What do people look at first, your face or your feet?” It’s so true.
Eyewear used to be just for medical purposes, and over the years has progressed to become a fashion accessory. In fact, we have many customers that buy quality eyeglasses with plano lenses just for the look.
We are known for curating some of the best sunglasses and eyeglasses from around the world from leading designers, and use cutting-edge lens technology. I also design our eyewear brand Alexander Daas, which is crafted based on research from styling thousands of customers across multiple cities and understanding what people want, can’t find, and the quality and styles that make day-to-day wear comfortable, sophisticated and chic.
Here are some tips and tricks for those not in the trade:
Lens quality matters, both the type of lenses you receive and where they’re manufactured. Then you have the finishing craftsmanship – cutting the lenses into the frame. We have multiple labs on site at most of our locations, so while we order lenses from the most premium manufacturers, we control the finishing, completed with the highest quality with just the right TLC by our trained opticians.
When you’re purchasing eyewear it should feel like an experience. Our eyewear stylists are trained at the intersection of medical and fashion ensuring you are confident in how you feel and how you see. Eyewear styling is a real thing. And precise optical measurements matter.
You can get prescription lenses in your sunglasses (and your FSA Flex dollars will cover this). This can be done in store or online.
- Alex Feldman
I provide optometry services that include comprehensive eye exams, glasses prescriptions, contact lens prescriptions, and medical visits. Most people don’t know that eye exams are more than just seeing “20/20” and screening the overall eye health. It also includes an evaluation on binocular skills (or how well the eyes work together, because a lack of such skills can influence eye fatigue and strain, headaches, and double vision- all of which can have an impact with work and school performance). When there’s a lack in binocular skills, I can recommend vision therapy activities to help develop those skills or prescribe specific glasses that can help alleviate any symptoms. I have a more personalized approach when it comes to eye care, where I listen to the patient’s needs, experiences, activities, work ergonomics, and goals to help guide their treatment and management plan. - Janel Mallari
What is one product or service you are most known for or is particularly special to you?
We are known for curating quality eyewear across the board, and specialize in eyewear for petite faces, something that is often hard to find as an adult, though we have product for all face shapes and types.
One of our favorite items is the Alexander Daas Eyewear Chain, a unisex necklace that can be used as a fashion accessory, doubling up as an eyewear holder. You can say goodbye to losing your frames or stretching them out on your head since this necklace gives them a secure place to hang. - Alex Feldman
I offer ultra-widefield retinal images, which takes an image of the inside of the eyes with a view similar what I’d see during a pupil dilation exam. It screens for conditions, including but not exclusive to, diabetes, cancer, hypertension, glaucoma, macular degeneration, and retinal tears/detachments. It can detect the smallest abnormalities with its high resolution and serves as a physical document that I use to compare with each year’s exam to monitor over time. It helps with early detection of conditions, that allow for early intervention as needed which can significantly reduce the risk of vision loss and help maintain quality of life. It is fast, easy, and no drops are involved. Although a pupil dilation exam is always recommended on a regular basis, imaging may alleviate the need for one. - Janel Mallari
Tell us one fun fact about your business most people don't know.
We were the first people in the eyewear business to have a website and a blog. People in the industry and customers used to laugh about it, and look where the internet has come today! - Alex Feldman
Just like annual physicals and dental cleanings, annual eye exams are always recommended! Despite any noticeable changes in vision, annual eye exams monitor and maintain your overall eye health. - Janel Mallari
What do you love about Del Mar Village?
The scent of the ocean, the coolness of the air, and the calm feeling, even on a busy street. There’s something about Del Mar that is so serene and peaceful. - Alex Feldman
The beautiful ocean views! - Janel Mallari
How would you spend the perfect day in Del Mar? Where would you go? What would you eat or do?
I’d wake up at L’Auberge and start with a juice from Elixir before heading down for a walk on the beach.
From there I’d head to brunch at Monarch, play some pingpong with my kids on the rooftop deck at the Plaza, have lunch at Beeside or Tamarindo (don’t make me pick!), and then play some football with my family on the green at 15th Street before stopping by the local shops. My wife loves Julie’s Beachwear, Durante’s and Sundancer.
And of course, the kids would beg for ice cream, so we’d rock-paper-scissors between Nice Cream and Seaside Yogurt. - Alex Feldman
I like to explore a local coffee shop and get some work done, then I’d grab food at Board and Brew to bring down to eat on the beach! - Janel Mallari