Veo Optics Sees Clear Path to Opportunity at Church and Market

By Jonathan Farrell

Passers-by don’t need 20/20 vision to spot Veo Optics now occupying the prominent corner of Market at Church streets.

Owners Jade Li and James Peo understand there are demands and difficulties in maintaining retail space in a trendy locale, but in just three months they have quickly made friends and become a mainstay amid one of San Francisco’s busiest corridors.

“Finding the right location was a bit of an obstacle for us. Yet we both knew that the right location was crucial,” Peo said. “Some of our friends thought we were crazy to open a business now during this economic recession. But this neighborhood really needs an optical shop.”

With its own lens lab and over 1,100 designer eyeglass frames, Veo offers the very best in high-end optical frames and lenses for a boutique market.

“We have more quality control than those same-day optical service outlets at the mall,” said Li. “We strive to give each and every customer the extra time and care they need for their glasses,” she added.

Upon opening the door, Veo Optical feels like a friendly neighborhood salon. Both owners and staff, such as lens technician Ming, greet and talk with customers. All are dedicated to helping customers with their eye care needs. Large display windows filled with an extensive array of frame designs are not hard to miss. Names like Armani, Robert Marc and Tom Ford are among the designer selections.

“We have an exclusive with the Hackett’s of London line,” Peo said.
Chuck Seeley with his schnauzer, Pepe, stopped in to say hello.

“I came in here to buy one pair of glasses and I ended up getting two,” Seeley said. “I live here in the neighborhood on 14th Street and whenever Pepe and I go for a walk, I always stop in to say hi,” he said.

Seeley said he has told friends and acquaintances about Veo. Word of mouth seems to be working because within the three months of opening, Veo Optics has a dozen five-star rated reviews on Yelp.com. The owners believe their fast-growing success is because of their dedication to the highest quality of customer service.

Li explained that with over a thousand frames in stock, the two strategically find the right frame to fit the face and a person’s lifestyle. “It has been a spectacular start with lots of referrals for our styling experience,” Li said.

Peo had worked for over seven years at SF Optics in the Marina District and always wanted to open his own shop.

“I have known James for six years and was so inspired by his work as an optician, that I wanted to work with him,” said Li.

Li encouraged him to venture out the two began working as consultants. He admitted that getting the funds together was not easy. Yet the most difficult obstacle for Peo and Li was finding the right locale.

“We wanted a spot where we could make a good impact,” said Peo. “And we love this neighborhood,” he added.

Li said she believed in the instincts of her inspiration towards Peo’s work and that she had the training and knowledge to see their collaborative venture through to fruition.

“I have a Masters degree in business administration from Bentley University in Boston, one of the nation's leading business schools and have outstanding customer service training from the Ritz-Carlton here in San Francisco.”

Li spoke highly of the training program at the Ritz-Carlton, dubbing it a “benchmark.”
“People are sent to the Ritz-Carlton from all over to receive training in customer service,” she said. “I soaked up everything they taught me there, and I draw from that experience.”

Optometrist Lawrence Tom of Urban Eyes who helps Veo Optical with eye exams, said, “They are the new kids on the block and we enjoy working with them, nice people.”

Even though Veo is at the boutique level and does not take insurance, discounts are offered. This way all customers find the best at the price they can afford. “Our base prices are actually less than what one finds at the same-day outlets at the mall,” said Peo. “Yet, unlike those places, our quality is high,” he added.

Both are thankful to be in business in the Castro with things coming together well. “It is all so magical, this is our passion, and we just want to help people feel good.”

Veo Optics located 2101 Market Street, between Church and Sanchez is open Seven days a week. Doors open at 11 a.m. For more info visit: veooptics.com or call (415) 861-2020.

Copyright 2009 Castro Courier