Our Grandfather, Nicholas Paunovich, purchased Tower Jewelers in 1956. He combined his passion for the optical industry with his prior experience working with watches and precious stones to sell watches, jewelry, and glasses, thus the name Tower Jewelers and Opticians.

1956 Tower Jewelers and Opticians opens it’s doors for business.
1960’s Nick decides to discontinue sale of jewelry and watches, hire an optometrist and go with his primary interest, Optical.
1983 Nick passes away and his children, Jay and Brit take over the business with the help and blessings of their mother, Martha.
1992 A second location opens on 101st and Capitol Drive featuring higher end fashion eyewear.
1996 & 1998 We close both the Capitol Drive and 27th Street locations and open at 6012 W. North Avenue in Wauwatosa.
2000- Present           Third generation (Erik & Justin) show interest in optical and gradually become an integral part of business.
2009 Business moves to  2130 N. Mayfair Road, larger and more convenient with easy freeway access and only 1 and a half blocks from Mayfair Mall.
2019 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.



We care about people in our community and beyond. After all, it is  “people” who have supported us through our many years in business, and for that we are forever grateful.


Our Local Community…

  • Involved with House of Love (HOL provides housing and a Christian environment for teen girls in the foster care system).

  • Provide glasses to those in homeless shelters.

  • Donate product and gift cards to various school and church auctions in the Milwaukee area.

  • Have donated reading glasses for adult literacy programs.

  • Have collected various personal care items needed for local homeless shelters.

…and Beyond

  • In January 2013, two members of our staff joined the Lake Country Rotary Club and took a mission trip to Haiti.  Together, we examined over 2000 people’s eyes and distributed  glasses to all who needed them.

  • Donated teacher’s salaries for School of Galilee in Haiti since 2013.

  • We collect customers old, gently worn eyeglasses every day of the year, and since 2010 the eyeglasses we collected were donated to a group from Lake Country Rotary Club.  This group examine eyes and distributes eyeglasses during their annual mission trip to Haiti.

  • In 2006 donated a home to the Marriott family in Jamaica through “Food for the Poor.”

  • Sponsor a yearly Christmas Party for Deaf Children.

  • Sponsored a summer VBS program for School of Galilee in Haiti in 2015.

“I have been a LOYAL customer to Tower Optical since the mid 1970’s. Their service is and has always been exemplary! The staff is professional and helpful. It’s always a lot of fun working with them to find the most unique frames that START TRENDS and more importantly, FIT MY PERSONALITY! Tower Optical is certainly the BEST EYEWEAR STORE in town!”

—Diana, Milwaukee Public Schools

“We have purchased eyewear from Tower Optical for over 15 years. The frame selection is fantastic and the customer service is unbeatable.”

—George and Kathy, Germantown

“I simply would like to take a moment to say ‘Thank you so much’ for the great and outstanding service that I have always received at your optical and especially at my recent visit. The staff is very friendly, professional, competent, and always willing to go above and beyond to help customers. In addition, the selection of designer eyewear is like no other place. I have been coming to your optical for over 5 years and will continue to do so!

P.S. The location on Mayfair Road looks awesome and I truly love the way that my glasses look!!!”

—Ramon, Milwaukee – “a customer for life”

Tower Optical Mission Statement

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.

10 BBB Customer Reviews