Choosing a new pair of glasses can feel overwhelming. Hundreds of frames, countless styles, and little guidance often leave customers wondering whether they've made the right choice. That's the experience Anne Hanekom and Angela Brinkmann have committed to change with the opening of Framed Eyewear in Downtown Wake Forest.
Hanekom, an image consultant with a background in styling and design, and Brinkmann, an experienced optician, combined their expertise to create a boutique experience centered on helping customers find eyewear that feels uniquely their own. "Framed was born from the idea that choosing eyewear should feel personal, thoughtful, and even enjoyable," said Hanekom. "We wanted to create a boutique where people feel guided, understood, and excited to find frames that truly reflect who they are."
The boutique's collection was selected with that same philosophy in mind. Rather than focusing on mainstream brands, Hanekom and Brinkmann chose independent frame lines known for craftsmanship, distinctive design, and individuality. Some are classic and understated. Others are bold, artistic, or produced in limited quantities.
Customers will find a mix of collections that offer something different from the typical optical experience. Jewelry-inspired frames from Chopard sit alongside customizable American-made designs from iGreen, while brands like Vinylize transform old vinyl records into eyewear. Framed also carries T Henri, a collection produced in batches of fewer than 199 frames per color and style, making each design a rarity.
Together, the collections offer customers styles that range from timeless and refined to creative and unexpected, while supporting Framed's focus on helping clients find eyewear that feels uniquely their own.
For Hanekom and Brinkmann, Downtown Wake Forest provided the ideal setting for that vision. They were drawn to the district's historic character, walkability, and growing collection of locally owned businesses. "We wanted Framed to feel like part of the Downtown experience," said Brinkmann.
The opening comes at a time when eyewear is increasingly becoming a form of personal expression. Customers are moving beyond simply replacing an old pair of glasses and are paying closer attention to color, shape, and style. Current trends include tinted lenses, oversized silhouettes, softer transparent colors, and modern takes on classic designs. Still, Hanekom and Brinkmann believe the most important trend is finding frames that feel true to the person wearing them. "The right pair of glasses can change how someone feels when they look in the mirror," said Hanekom. "We want clients to walk out of Framed not only seeing better, but feeling more seen, understood, and confident in themselves."
Framed joins a growing collection of locally owned businesses that continue to shape Downtown Wake Forest's character and appeal. "One of the things that makes Downtown Wake Forest special is the variety of businesses that give people a reason to spend time here," said Jason Cannon, President of the Wake Forest Business & Industry Partnership (WFBIP). "Framed brings something new to the community, and it's exciting to see entrepreneurs investing in downtown and creating experiences residents can't find just anywhere."
