San Diego Union-Tribune (Sunday)
Luxury eye-wear brand expands to Del Mar
Alexander Daas alexanderdaas.com; (858) 526-3227
Growing up as the son of an optician, Alex Feldman became familiar with optics and the craftsmanship behind eyewear at an early age.
His family’s brick and mortar optical store, which opened in San Francisco in the 1970s, led him to pursue a career as a second-generation optician. He eventually bought out the family business to transform it into his own luxury eyewear brand, Alexander Daas, with locations in the Bay Area and Los Angeles. His third store opened last year in Del Mar.
Feldman, a San Diego local, says his stores are at the intersection of the medical side of optics and high fashion, providing an experience that is just as educational as it is stylish.
“Customers are fitted in a selection of eyewear based on their face shape, skin tones, personal style and lifestyle,” Feldman said. “They’re provided with frame and lens options to cater to their day-to-day activities and enhance how they see and feel.”
Just a few blocks away from the beach, Del Mar store is at 1414 Camino Del Mar. It was remodeled into a space that fits a coastal aesthetic with light wood, black accents and a black surfboard.
“I’ve always dreamed of having locations down the California coast nestled in quaint neighborhoods,” Feldman said.
Similar to his other locations, the Del Mar shop offers a broad selection of styles by new, independent and European brands. His latest Heritage Collection — with styles named after Feldman’s children, nephews and nieces — features warm tones and translucent grays and creme palettes, with classic shapes for everyday use.
The Benjamin style is one of his most popular frames, spotted on celebrities like actor Patrick Stewart.
In addition to styling, Alexander Daas shops offer 5-to-10 minute vision test refractions; optical measurements are also offered online.