Our Journey

Founded
Tower Jewelers and Opticians opens it’s doors for business.
Primary Optical
Nick decides to discontinue sale of jewelry and watches, hire an optometrist and go with his primary interest, Optical.
Diamond Cut Lenses

Grandpa Nick creates the original Diamond Cut Lenses.

Nick Passes

Nick passes away and his children, Jay and Brit take over the business with the help and blessings of their mother, Martha.

New Location
A second location opens on 101st and Capitol Drive featuring higher end fashion eyewear.
Wauwatosa
We close both the Capitol Drive and 27th Street locations and open at 6012 W. North Avenue in Wauwatosa.
3rd Generation
Third generation show interest in optical and gradually become an integral part of business.
Rebirth of Diamond Cut Lenses

Erik & Justin bring Diamond Cut Lenses to life, specializing in custom lenses.

Mayfair Road

Business moves to 2130 N. Mayfair Road, larger and more convenient with easy freeway access and only 1 block from Mayfair Mall.

RuVue Eyewear

Erik & Justin build their own eyewear brand - RuVue

Diamante Eyewear

Erik & Justin create their own luxury eyewear line.

Flagship Location
Business moves to 2751-B N. Mayfair Road next to Starbucks in the One Mayfair Place strip mall. The new location is larger and more open, truly ideal for showcasing our eyewear.

Our Mission

We will always strive to provide each patient with the best possible vision and fashion eyewear at the best possible prices. We will do all we can to satisfy our customers and develop continuing relationships with them. We will treat them with respect and demonstrate genuine concern regarding their visual needs.

Through the years Tower has grown dramatically, due to the fact we have always adjusted to the winds of industry and economic changes, we always have listened to our customers, and we have worked together. We now have 3rd generation opticians and staff. We continually educate our entire staff with updates of new lens technologies and fashion enabling us to bring you the most incredible eyewear available.

We have very solid roots in Milwaukee, and we have many loyal customers that continue to purchase from us long after they have moved across town or even out of state. Our current location offers undeniably the most diverse collection of designer, luxury, and budget eyewear and sunwear (prescription and non-prescription) in the state.

Don’t just believe what you hear? Believe what you see! Browse through the rest of our website and get a preview of the designer and luxury eyewear and sunwear we carry. You make the decision. We welcome you to stop in. You’ll find our staff very friendly, competent, and willing to bend over backwards twice to offer you the best service possible and answer all of your questions.

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