Shorewood Opticians — Distinctively Different
Located at 338 E SILVER SPRING DR, WHITEFISH BAY, WI 53217
Meet Zach Kastner, owner of Shorewood Opticians in Whitefish Bay. While Zach may have “optician” on his business card, his career has taken him through science, private practice, entrepreneurship, professional education, and plenty of community involvement along the way.
From Cellular Biology to Eyewear
Zach grew up in Brookfield, WI and attended the University of Wisconsin-Milwaukee, where he earned a degree in Cellular and Molecular Biology, and happened to “fall into optics” while working at LensCrafters during college:
“I started doing this in college at Lenscrafters and fell in love with the mix of science and working with people. After doing two years, I realized there was a lot more to the industry than I was being taught or allowed to do.”
That pursuit of knowledge has continued throughout the last decade. Zach earned his basic optician certification in 2016 and his advanced certification in 2020. Today, there are only approximately 500–600 advanced certified opticians in the country.
“I’m still learning new things every day,” Zach says.
From Employee to Owner
After LensCrafters, Zach moved into a private practice in Brookfield, eventually becoming the office manager. The experience gave him an opportunity to see the industry from a different perspective and work closely with doctors and patients.
“It was great to see the non corporate side of the industry and be able to work directly with doctors as well,” Then, toward the end of 2020, the opportunity came along to purchase Shorewood Opticians.
“Almost 6 years later and I love it even more now than I did before.”
As the owner of a small, independent practice, Zach describes himself as a “one-man show.” His responsibilities range from working directly with clients, all the way to cleaning the floors.
That hands-on approach is part of what makes independent businesses special. Zach gets to know his clients, adapt to their needs, and take ownership of their entire experience.
And adaptability is something he credits his parents with instilling in him from a young age.
“I find that being a small business owner is all about being able to adapt to the needs of my clients and being able to help them in the best way possible.”
“Seeing” Beyond the Business
Zach’s work doesn’t stop at the front door of Shorewood Opticians. Each year, he participates in Prevent Blindness walks and serves as a donation point for the Lions Club, helping provide glasses to people who need them. He’s also passionate about helping the next generation of opticians. Every year, Zach teaches a six-hour class designed to prepare new opticians for their basic certification exam. His involvement extends to the profession at a broader level, too, having recently completed a term as president of the Opticians Association of Wisconsin and continues to speak and teach opticians at a national level.
A North Shore Business Owner at Heart
Zach and his family chose to move to the North Shore in part because they believe it’s a great place to raise their children. Being close to home also means that work is local, and close to his family as they grow.
Professionally, Zach isn’t ready to rest on his laurels. He’s hoping to add frame-making to Shorewood Opticians’ offerings by the end of 2026 while continuing to provide what he considers best-in-class lenses and frames.
Personally, though, his priorities are a little simpler.
“I’m an avid reader and have been since I was a kid,” he says. He’s also involved in several amateur soccer leagues around Milwaukee. But most weekends, you’ll find him at Stone Creek Coffee or Daily Dose with his daughters.
“That’s really where I’d rather be.”
Myth Buster
Since we’re talking about eyes, we couldn’t let Zach go without asking about a few of the things we’ve all heard growing up.
Do carrots really improve your eyesight?
“Carrots contain beta carotene, which is beneficial, but in a modern diet, it generally isn’t going to make a meaningful difference in your vision. And unfortunately, eating more carrots isn’t going to eliminate your need for glasses.”
Do glasses make your eyesight worse or make you dependent on them?
“Nope. Glasses help relax the visual system and make it easier to see. They don’t make your eyes worse or cause you to become dependent on them.”
Will reading in the dark damage your eyes?
“Current research suggests it won’t cause lasting damage. However, reading in poor lighting can make your eyes more tired and may contribute to headaches.”
Can you actually get stuck cross-eyed?
“As far as I know, no. I’ve never heard of that happening but if you do it long enough you’ll give yourself a terrible headache.”
A Clearer View of Community
For Zach, being a local business owner is about more than providing glasses. It’s about knowing what’s happening in the community and connecting people with resources that can help them.
That’s part of why he values his North Shore Chamber membership.
“I’m not able to make it to as many events as I’d like to with a young family,” Zach says. “But every time I go there seems to be one or two great connections I make for resources in the community that could benefit my clients that I didn’t know existed.”
For Zach, that’s what the Chamber is all about: learning who and what is out there, and making those connections.
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