Montreal’s Georges Laoun Opticien has carved a niche in the Canadian optical industry by offering technologically advanced lenses, one-of-a-kind eyewear, supporting local artistry, and maintaining a strong family ethos. Celebrating its 40th anniversary in 2023, the family-run business stands as a testament to innovation, authenticity, and community connection. Founded by the late Georges Laoun, who immigrated to Canada from Egypt in 1969, the company remains a beacon for independent designers and artistic expression.
A Legacy Rooted in Vision
“My grandfather’s journey was anything but easy,” shares Laura Laoun, Communications Manager and granddaughter of Georges Laoun. “When he arrived in Canada, his optical diploma wasn’t recognized, so he had to start from scratch. What began as a challenge evolved into a thriving business that continues to embody his values.”
Georges’s dedication to cutting-edge lenses and unique, artist-designed frames set the foundation for the business. Today, the family operates two locations: a store on Sherbrooke Street West, connected to the Montreal Museum of Fine Arts, and a second shop on Saint-Denis Street, known for its vibrant arts programming.
Independent Designers and Unique Styles
Georges Laoun Opticien distinguishes itself by working exclusively with independent designers. The inventory consists of limited-edition, handcrafted frames, ensuring a bespoke experience for every customer.
“We’ve never been about mass production,” explains Laura. “Most of our frames are one-of-a-kind or small-run pieces. It’s why we don’t have an online catalogue—it wouldn’t make sense to invest in photographing and listing products that might sell out immediately.”
The unique inventory appeals to a diverse clientele. “We have everyone from lawyers and doctors to artists and fashion enthusiasts,” Laura adds. “What unites them is an appreciation for craftsmanship and individuality.”
A Hub for Art and Community
Artistic expression has been integral to Georges Laoun Opticien’s identity since the early days. “My uncle, Sherif, initiated our arts program,” Laura shares. “He saw the potential of our store’s prime corner locations and thought, ‘Why not use these spaces to showcase art?’”
The stores’ walls and windows have since become platforms for various artists, hosting everything from painting exhibitions to poetry readings. Laura’s sister, Jennifer, now manages the program, which continues to grow and evolve.
“It’s rewarding for us too,” Laura notes. “We get new art on our walls every few months, keeping the environment dynamic and inspiring for both our team and clients.”
Family-Run and Passion-Driven
The business remains a deeply personal endeavour for the Laoun family. “Owning a family business is unique,” says Anne-Marie. “It’s a journey that runs parallel to your personal life. Everyone brings their passion and expertise, which makes the business stronger.”
Laura echoes this sentiment. “Every frame in our store represents someone’s dream. Our relationships with suppliers are built on mutual respect and shared values, which adds another layer of authenticity to what we do.”
Even after 42 years, the Laoun family’s passion remains undiminished. “We’ve adapted to changes in technology and trends, but our core values—authenticity, quality, and community—have never wavered,” says Laura.
Family is a big part of the business, with Mylène Laoun having done the buying for the stores since the company was founded, noted Laura.
A Destination for Eyewear Enthusiasts
Over the years, Georges Laoun Opticien has become a destination for clients far beyond Montreal. “We’ve had customers travel from Ontario, Halifax, and even the United States,” Anne-Marie shares. “One client from Vermont came in for an eye exam, selected his frames, and returned weeks later to pick them up. It’s incredible to see that level of commitment.”
This loyalty stems from the emotional connection customers feel with the brand. “Our frames evoke something in people,” says Laura. “They’re not just functional; they’re works of art that resonate on a personal level.”
Challenges in the Optical Industry
The optical industry has faced significant consolidation over the years, with many independent stores being acquired by larger corporations.
“It’s misleading for consumers,” Laura explains. “These stores keep their original names, so people think they’re still independently owned, but the reality is very different. We’re committed to remaining truly independent.”
Anne-Marie elaborates, “When a family business like ours is sold, it’s often for the client base. The new owners use the reputation of the original brand to attract high-end customers while slowly changing the business model. We’re determined to ensure that doesn’t happen to us.”
Looking to the Future
As the business enters its fifth decade, the Laoun family is exploring opportunities for growth. “We’d love to open a smaller, capsule-style store,” Anne-Marie reveals. “But the location has to feel right. It’s not just about making money; it’s about finding a neighbourhood that aligns with our values and attracts like-minded people.”
For now, the family remains focused on nurturing their existing stores and continuing their legacy. “We want to ensure the business stays in the family,” says Anne-Marie. “It’s not just a store; it’s a piece of our history and our future.”
Conclusion
Georges Laoun Opticien exemplifies what it means to be a family-run, community-driven business. From its curated selection of independent eyewear to its commitment to the arts, the company has stayed true to its roots while adapting to the changing landscape of retail. As it looks to the future, the Laoun family remains steadfast in their mission to deliver quality, authenticity, and a personal touch that sets them apart.
“We’re not just selling glasses,” says Laura. “We’re sharing stories, supporting dreams, and building connections. That’s what makes this journey so special.”
