From $600 to Luxury: Tracy Bauer's 32-Year Optical Industry Journey

Welcome to the official blog of Lens on Luxury! I’m Tracey Bauer, the founder of Lens on Luxury. Today, I wanted to share my journey in the optical industry and the inspiration behind starting this company.

The Early Days: From $600 in My Pocket

My journey began with just $600 in my pocket when I moved to California. Growing up in upstate New York, I attended Worcester Polytechnic Institute in Massachusetts, studying chemical engineering. Despite the expectation to pursue engineering, I quickly realized it wasn't my true passion.

At 20, I moved to California and started working various jobs, including a position with an optometrist where I handled bookkeeping and other tasks. Diving into the optical industry, I negotiated with vendors, saving the practice significant amounts of money. During this time, I considered attending optometry school at Berkeley.

I moved from Montclair to San Francisco, gaining diverse experiences in the optical field as an optician, a frame buyer, a manager, and even hiring others in the industry. The meaningful connections I made and the opportunities that arose were instrumental in shaping my career.

Transitioning to Wholesale and the Birth of Lens on Luxury

For 25 years, I worked in wholesale, which significantly broadened my perspective. My extensive experience led me to identify a pivotal need among my clientele. Many of my clients, particularly doctors, were overwhelmed by the responsibilities of running their medical and retail businesses. They were often overpaying for generic marketing services that didn't cater to the luxury market.

Seizing Opportunities and Founding a SaaS Company

During this period, I embraced early adoption of new technologies and undertook extensive training in artificial intelligence. This led to an exciting opportunity to start a SaaS company focused on providing tailored marketing solutions for the luxury optical segment. Identifying this gap in the market, I founded Lens on Luxury to offer exquisite digital marketing solutions specifically designed for luxury brands.

Beyond the Optical Industry

While my expertise remains firmly rooted in the optical industry, my services have expanded beyond it. I now consult for over a dozen clients outside the optical industry, extending my services to various small businesses. My team comprises specialists in social media, automation, graphic design, and website development.

Building Long-term Relationships

At Lens on Luxury, our goal is to establish long-term relationships with our clients. By leveraging my extensive industry knowledge and a team of specialists, we cater to our clients' unique needs and help them build strong, distinct brands. My deep passion for small businesses and watching them succeed drives everything we do.