Grandpa Nick creates the original Diamond Cut Lenses.
Nick passes away and his children, Jay and Brit take over the business with the help and blessings of their mother, Martha.
Erik & Justin bring Diamond Cut Lenses to life, specializing in custom lenses.
Business moves to 2130 N. Mayfair Road, larger and more convenient with easy freeway access and only 1 block from Mayfair Mall.
Erik & Justin build their own eyewear brand - RuVue
Erik & Justin create their own luxury eyewear line.
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.