Here is a new way to buy fashionable eyeglasses reasonably while being environmentally friendly too. Eyeglass frames with custom lenses from most stores are quite expensive. True, there are discounters such as Costco that have made this more affordable however, Luxottica, who owns many of the major brands of eyeglass frames and sunglasses and the retail stores that sell them has used their marketing muscle to keep the cost of purchasing the frames high, assuring that we spend some serious money when the lenses are added in. One of our patients, Dhruv Jagasia has developed a new company called Dharma Eyewear (Dharmaco.com) to help change the way we shop for glasses while keeping the costs of purchasing them affordable. The site is unique, since it allows you to view and virtually try on the glasses to see how they look. Dharma sees themselves as a socially conscious company and was developed by people with years of experience in the optical industry who believe they have improved the way we can buy eyeglasses on line. Future plans include having local opticians available to service the glasses and lenses if adjustments are needed. Dhruv says that they are rolling out slowly in the tri state area, wanting to make sure their model works flawlessly before going national. For every pair of glasses sold, they are donating money to Optometry Giving Sight. Check them out, and try on your new pair of glasses with your web cam at http://www.dharmaco.com/