The Frame Affair Santa Monica will showcase a bold celebration of independent eyewear.
After its standout debut in New York City, The Frame Affair is heading West for the launch of its first Santa Monica edition. Held on September 13 & 14, the show will transform 1217 Second Street into an immersive gallery-style venue, where eyewear, art, and innovation converge.
Designed for optometrists, opticians, and eyewear enthusiasts, this curated event places independent eyewear brands at the heart of the conversation.
Unlike conventional trade shows, The Frame Affair adopts a gallery-like ambiance, where collections are showcased alongside paintings, sculptures, and photography. The result is more than an expo, it’s a tribute to eyewear as wearable art, where every brand tells a story and every frame reveals a designer’s vision.
75+ independent eyewear brands take the spotlight
From minimalist to maximalist, entry-level to prestige, over 75 independent eyewear collections from across the globe will be featured. A special spotlight is placed on US-based production, championing small-batch makers, boutique labs, and local craftsmanship. The goal? To inspire attendees with frames that not only sell but set your store apart.
But The Frame Affair goes beyond frames—it’s also a space for collaboration, education, and transformation.
“The Frame Affair Santa Monica isn’t just another event—it’s a fully curated independent eyewear show, designed to elevate design, artistry, and innovation.”
Practice-building workshops and lab-level insights
In partnership with Erich Mattei, The Frame Affair introduces the Akrinos Business Builder Workshops—a must-attend series for optical professionals ready to grow. Whether you’re launching a cold start, scaling for growth, or preparing for a business transition, these hands-on sessions deliver data-backed strategies you can implement the very next day.
Meanwhile, The Factory introduces a new way to connect with independent optical labs. Cherry Optical Lab will debut this new show section by offering a behind-the-scenes look at rimless production, mirror coatings, digital surfacing, and more. Visitors can explore what’s possible when craft meets customization.
And for those looking to strengthen their business acumen, Akrinos will also anchor the Business Resources hub, providing tools and mentorship to elevate your optical practice in a sustainable, scalable way.
From EHRs to nose pads, discover the latest tools & tech
A dedicated Tools & Tech zone will feature cutting-edge solutions for every facet of your optical business. From advanced electronic health records (EHR) platforms to simple practice essentials, attendees can test, compare, and identify solutions that fill current gaps in their practice workflow.
Whether you’re hunting for new designs, strategic insights, or just a bit of optical inspiration, The Frame Affair Santa Monica offers it all—framed within an unforgettable artistic context.
Why you should attend
For the independent-minded professional, this event is more than a trade show—it’s a renaissance of vision care. Discover brands your patients won’t find in chain stores, meet the people behind the products, and explore new ways to grow your practice without compromising your values.
About The Frame Affair
Santa Monica
The Frame Affair
September 13-14, 2025
Santa Monica, CA, USA
Independent eyewear collections take the spotlight on the West Coast this September, as The Frame Affair brings its celebrated boutique tradeshow to Santa Monica. After a successful New York City edition earlier this year, the event expands west with a new chapter designed to celebrate artistry, craftsmanship, and innovation.
Square meters
Exhibitors
Visitors
Where Independent Eyewear Collections Become Art
Inspired by the world of visual art, the eyewear show in santa monica is structured like an exhibition, integrating paintings, photography, and sculpture alongside independent eyewear to emphasize the connection between design and expression. At this independent optical show, attendees will be immersed in the inspirations behind each collection, with a chance to meet the creators in person.
"After an exciting New York City show, The Frame Affair is announcing the launch of its West Coast event in Santa Monica, California.
Curated as an art gallery with paintings, photography, & sculptures, The Frame Affair emphasizes sharing the stories and inspiration behind every creation and its connection with art. The Frame Affair will host 75+ independent eyewear collections from across the globe, with an emphasis on US-based production. These collections range from affordable to luxury, but they all have 1 thing in common - the artistry behind their designs is impeccable."
Why Attend this Independent Optical Show
For independent-minded opticians and optometrists, The Frame Affair Santa Monica offers:
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A curated selection of exclusive independent collections
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Access to show-only vendor promotions and deals
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A chance to connect with the designers shaping the future of eyewear
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Insights from experts on upselling, strategy, and differentiation
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A fresh perspective on combining aesthetic value with business growth
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