Frames & Lenses | Art of Optometry | Neillsville & Black River Falls

Eyewear for All Prescriptions

We offer a wide selection of eyewear for all types of prescriptions. We want your glasses to provide you with clear vision, and our experienced team is happy to discuss your options.

No matter your style and budget, you’ll find frames that fit both. It shouldn’t be stressful to shop for eyewear—we’ll help make it easy by walking you through lens options, frame materials, and more. Come in and shop for your perfect pair of glasses today.

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Our Brands

Adrienne Vittadini

Chic, feminine offerings that don’t sacrifice quality or price. A win-win for any woman looking to make a choice in frame that’s out of the ordinary. Sophisticated stylings with a range from oval to cat-eye fusion designs give confidence with a splash of youthful attitude to any wearer.

Ann Taylor

Versatile feminine shapes and designs define the Ann Taylor frames collection. Since 1954, Ann Taylor frames have provided a perfect blend between play, career, and fashion. Each line of this eyewear collection embodies style and innovation.

Anne Klein

Anne Klein has been synonymous with American style, creating clothes that are immediately recognizable for their sophistication, wearability, and, most of all, application to women’s lives. The world of Anne Klein has come to encompass women’s wear, accessories, eyewear, watches, legwear, and more.

ArmouRx

Who said safety eyewear had to be boring. A first among the safety eyewear industry, ArmouRx offers unique and fashion-forward designs. With attention to detail and quality materials used, see why ArmouRx is “Bringing Fashion Back To Safety.”

BEBE

BEBE is the go-to destination for chic, contemporary fashion. The brand evokes a mindset - an attitude, not an age. It's a true original, always defining fashion's next stride forward. Designed for the confident, sexy, modern woman, BEBE is a global label that embodies a sensual, sophisticated lifestyle.

Betsey Johnson

Much like the namesake of this fashion-forward collection, Betsey Johnson eyewear is chock full of personality. Exuberant designs feature the colors, textures, and prints; Betsey became known for her entrance into fashion during the 1960s.

Calvin Klein

The Calvin Klein brand is one of the most recognized brands in the world today. A trend-right collection of apparel and accessories for the modern and uniquely sophisticated individual.

Champion

Champion’s roots began in 1919, where they became known for their sweatshirts, t-shirts, and sports jerseys. The Champion line of eyewear is durable, well made, and specially designed for those requiring larger or deeper lenses.

Cole Haan

Cole Haan combines elegance and innovation to create a signature line of eyewear for both men and women. These affordable frames provide their wearer with a confidence boost gleaned from their distinct style and sense of purpose.

Cosmopolitan

Fun, Fearless, Frames! Introducing the Cosmopolitan Eyewear Collection. Designed in collaboration with editors of Cosmo, this collection of frames features a broad range of fun, flirty frames for stylish women with a passion for looking gorgeous!

Danny Gokey

Danny Gokey Designer Eyeglasses embodies the spirit that defines Danny Gokey as an artist and permeates his music. These eyeglasses were inspired by Danny Gokey's sense of fashion and eye for detail.

Draper James

Draper James eyewear represents the charm and grace that has become the signature of the Southern-inspired lifestyle brand founded by Reese Witherspoon. The optical collection takes cues from Draper James’ vibrant and modern take on Southern charm and offers an array of feminine styles in an inclusive range of designs and eye sizes.

Flexon

Technologically advanced memory metal. Designed to stay in adjustment. More durable than other materials. A lightweight, comfortable, and extensive selection of styles.

Genesis

The Genesis Optical Collection is a sub-brand of Altair Eyewear. Genesis eyeglass frames feature best-selling silhouettes and colors. Their clean, classic styles are designed with simplicity in mind. With a focus on refinement, Genesis eyewear blends functionality, affordability, and fashion into each frame.

Gucci

Gucci is one of the most prestigious brands in the fashion and luxury field. Eclectic, romantic, and contemporary, Gucci is now taking a completely modern approach to what fashion is, re-establishing the rules for luxury in the 21st century.

Guess

GUESS was established by the Marciano brothers, who, in 1981, left the south of France in pursuit of the American dream. Inspired by a European influence, the Marciano’s put their innovative touch on the apparel industry, redefining denim and eyewear. Guess, and their large array of sunglasses symbolize a young, sexy, and adventurous lifestyle.

GX

GX By Gwen Stefani is bright, bold, and fun. It’s a collection of affordably priced fashion-forward accessories that embody Gwen’s unique blend of sophisticated polish and creative rock and roll edge. GX is a playful mixture of pop, punk, and chic.

Harley Davidson

With a passion for fulfilling dreams of personal freedom, Harley Davidson values the deep emotional connection created with their customers through their products, services and experiences.

Helium

The Helium Paris collection is where suave Italian craftsmanship meets adventurous French design with innovative shapes and styles.

Joseph Abboud

Exude confidence with Joseph Abboud. These frames celebrate masculinity with quiet reverence. Taking patterns and textures from menswear into eyewear, these are a modern look at how to live life confidently. Simple lines and rugged hinges make these the right addition to any outfit.

Kensie Eyewear

Kensie is a world of trends with a feminine, raw spin and a dose of playful positive charisma. Eye glasses are inspired from Kensie clothes and fashion.

LAMB

Gwen Stefani partnered with Tura Inc to bring her designs to life. The L.A.M.B. eyewear collection is modelled after the star’s iconic style, featuring bold frames, exciting colors, and glamourous details. Her frames range from chic and elegant to fun and punk rock, much like her own personality.

Lily Pultizer

Eyewear that combines fresh color schemes with modern contemporary designs. Priced to match their quality and durability, Lilly Pultizer eyewear draws from the famous socialites brand, giving wearers a vibrant frame that will leave others talking.

Lulu Guiness

Irresistible glamour and luxurious individual style is the cornerstone of Lulu Guinness eyeglass frames as a sub-brand of Tura Inc. Those seeking dramatic retro shapes, exclusive patterned materials, and unmatched sophistication, should look no further. Lulu Guinness eyewear has an affordable frame collection for all.

Match

The Match eyewear collections have distinctive styling meant to appeal to each individual personality of their clients. Continual innovators in the eyewear industry, Match frames are sold around the world. Their designs are purpose built for everyone; you will find elegant and luxurious styles, durable and lightweight childrens frames, and durable titanium frames for the discerning man.

Nicole Miller

An eclectic combination of modern influences molds the Nicole Miller eyeglass frame collection. Many pieces in the Nicole Miller eyewear line are named after streets in New York City. With styles that have a contemporary art flare and modern industrial design, you can be assured to find an inspiring addition to your wardrobe.

Oakley

Oakley invents each new product with a design philosophy called sculptural physics: the discipline of solving problems with science and wrapping them in art. Supported by an infrastructure that includes the latest tools of technology, Oakley engineers and artisans continue to expand the American company’s array of product categories.

Pepe Jeans

Pepe Jeans opticals bring a breath of fresh air; coloration is striking, eye shapes are directional and finishes are diverse. From matte sandblasted crystals lined with vintage union jack prints to the latest, thinnest TR90 optical frames, made from memory plastic that’s both lightweight and functional, Pepe Jeans optical has it all.

Puma

The PUMA eyewear collection includes a range of sleek, modern eyeglasses and sunglasses styles for men, women, and children. Sturdy frames styles that vary from classic to sporty are perfectly suited to the office or the rec field.

Ted Baker

Ted Baker eyewear (a sub-brand of Tura Inc) is a quirky brand that features mixed styles of retro influences and contemporary fare. Considered a quintessentially British brand, Ted Baker eyeglass frames emphasize clean silhouettes and iconic details.