As we celebrate FORA's 10-year journey, we’ve taken the opportunity to reflect on what our brand truly represents beyond the surface. What started as a passion for high-quality sunglasses has evolved into so much more. One of the most significant steps in this evolution is our expansion into the world of prescription lenses and eye care. This shift is not just about entering a new market—it's about taking everything we’ve learned along the way and applying it to help improve people’s quality of life through eyesight.
A natural progression
From the beginning, we’ve always been committed to delivering eyewear that combines style, functionality, and durability. Over time, we realized that we were well-positioned to go beyond sunglasses and start addressing broader needs in eye health. With the experience gained over the years, entering the optical market felt like the next logical step.
Of course, this move wasn’t made overnight. We carefully invested in the necessary tools and equipment, ensuring that we could offer a service that would match the standards our customers expect. We also reinforced our partnerships with key players in the optical industry. These collaborations have allowed us to provide high-performance lenses that cater to a range of visual needs.
The importance of visual health
At FORA, we understand that your vision is not something to be taken lightly. That’s why, in our new optometry services, we focus on more than just selling frames. Three of our stores are equipped with optometry offices, where trained professionals provide thorough eye examinations. Whether you're experiencing eye strain from long hours in front of screens or simply need regular check-ups, we aim to offer personalized care that goes beyond the product. Our team of optometrists and optical technicians ensures that each pair of prescription glasses is fitted with accuracy and attention to detail. From cutting the lenses to assembling the final product, every step is carefully managed in-house to ensure that we meet the expectations of those who trust us with their vision.
A focus on consistency and care
One of the things that sets FORA apart is our focus on consistency. Whether you’re buying a pair of sunglasses or getting fitted for prescription lenses, our approach remains the same: deliver a reliable product with a customer experience that feels personal. Entering the visual health market has given us the opportunity to deepen that relationship with our customers, helping them care for their vision in a way that feels accessible, dependable and trustworthy.
While it’s easy to get caught up in the excitement of expansion, we’ve always been mindful of staying grounded. The trust our customers place in us is earned, and we continue to work hard to provide products and services that reflect that trust.
Our next chapter
At the heart of FORA's evolution is a commitment to growth and learning. Our move into eye care is an important milestone, but it’s also part of a broader story of who we are and what we’re trying to achieve.
We’re proud to have expanded our services in a thoughtful way, working with top professionals and maintaining partnerships that ensure we deliver what our customers expect. It’s been a decade of learning, refining, and growing, and this new step into prescription eyewear marks another chapter in that journey.
As we look to the future, we remain focused on continuing to innovate and adapt to the needs of our community. FORA means outside, yes—but it also means looking forward, evolving, and bringing new meaning to everything we do.
