IMAGE EYES OPTICAL

For 40 years, Image Eyes Optical has been a trusted name in Utah, built on the belief that eyewear should do more than sharpen vision — it should help you feel confident and unmistakably yourself.

Wayne and Kris Witzel raised their family while building the business, forming deep customer relationships and creating a culture of craftsmanship, kindness, and loyalty.

After earning a degree in behavioral science and health from the University of Utah, their daughter Amelya stepped away to gain experience as a luxury frame representative, and later, as one of Essilor’s top-performing lens reps. Her time away strengthened her passion and brought her back home.

In 2020, Amelya’s husband, Cameron Freed, joined as CFO after completing his MBA at the University of Utah. The decision felt natural. “The funnest part is, first, getting to work with Amelya,” he says. “And second, being part of a small business that’s always innovating. The sky’s the limit with Image Eyes.”

Amelya and Cameron brought new energy and complementary strengths. She leads front-of-house, styling, and team culture, while he oversees finance, HR, and long-term growth. In fall 2022 they purchased all Image Eyes locations, continuing the family tradition.

Under their leadership, Image Eyes Optical has three new locations: Draper, Trolley Square, and Little Eyes — Utah’s first dedicated children’s optical boutique.

Inspired by Amelya’s childhood experience wearing glasses, the boutique focuses on expertly fitted, durable eyewear for active, growing kids.

Little Eyes offers medically precise eyewear, a thoughtful price range, and an elevated experience. Their in-house lab is meticulous about finishing each pair of lenses with superior quality. Draper and Downtown also have an on-site optometrist.

Amelya curates collections from independent, globally respected designers like Anne et Valentin, Mykita, Jacques Marie Mage, and many more. Many of these are exclusive to Image Eyes.

Cameron and Amelya remain guided by a simple philosophy: kindness always. Every customer becomes, in their words, “the face of Image Eyes Optical.”