At Eyeland Optique, eyewear is never an afterthought. It is a conversation starter, a confidence booster, and in some cases, an unexpected source of comfort.
Since reopening under local ownership in 2018, the Hilton Head Island boutique has built a loyal following by reimagining glasses not simply as a medical necessity, but as a form of self- expression – one that communicates personality, warmth, and even humor before a single word is spoken.
That philosophy is perhaps best illustrated by one of Eyeland Optique’s most recognizable clients, local anesthesiologist Dr. Dennis Jacobs, whose oversized, boldly colored frames have become part of his professional presence. For his patients, those glasses often do more than make a style statement. They help ease anxiety at a moment when calm matters most.
Dr. Dennis Jacobs
“We try to get people to rethink what eyewear can be,” said Billy Simmons, licensed dispensing optician and manager at Eyeland Optique. “It’s not just a medical device. It’s part of who you are. It’s an accessory that tells a story.”
Simmons first met Jacobs several years ago when the physician came searching for something far outside the norm. Jacobs had heard Eyeland Optique carried custom frames and independent European lines, and he was intrigued by the possibility of creating something bold, playful, and intentionally unconventional.
“He had a frame template in mind,” Simmons said. “But he said, ‘I want it much larger – and I want it in this crazy jade green.’”
Using a design from a British eyewear designer, Simmons and his team customized it, taking precise measurements and scaling the frame to nearly three times its original size. When the finished glasses arrived, Simmons admits he was nervous.
“I remember thinking, ‘This is either going to be amazing or way too much,’” he said. “But when he put them on, he absolutely loved them.”
That first bespoke pair opened the door to an ongoing collaboration. While Eyeland Optique has since moved away from custom builds due to turnaround time, Jacobs now gravitates toward bold statement frames from French designer Thierry Lasry, known for architectural shapes, oversized silhouettes, and fearless color.
“Dr. Jacobs will see inspiration, send me a picture, and say, ‘Billy, I want this frame,’” Simmons said. “And we make it happen.”
Eyewear as a Tool for Comfort
For Jacobs, the motivation behind those frames runs deeper than fashion. Standing roughly six-foot-five with a commanding presence, he understands firsthand how intimidating a medical environment – and an anesthesiologist in particular – can feel.
“People are very apprehensive about anesthesia,” Jacobs said. “You pick your surgeon. You pick your doctor. But you never pick your anesthesiologist. That alone puts people on edge.”
Over decades of practice, Jacobs has learned to be intentional about how he presents himself. He makes a point to sit at eye level with patients – even if that means perching on a trash can – and to soften first impressions wherever possible.
“When I pull that curtain back, my stature can be a little unnerving,” he said. “So, anything I can do to de-escalate that anxiety matters.”
His eyewear became part of that strategy almost by accident. After purchasing a bold pair of frames years ago, he noticed a shift in how patients responded.
“It gave people something to comment on, something to laugh about,” Jacobs said. “It helped take the focus off the fear.”
Once he discovered Eyeland Optique, that idea fully took shape.
“That’s when I opened the sluices,” he said. “Billy and I started going way out of the box.”
Now, when Jacobs opens the curtain to greet patients, reactions are often immediate – and memorable.
“Some people laugh,” he said. “A lot of women say, ‘I love your glasses. Where did you get them?’ I always tell Billy I’m his best billboard.”
He has been compared to celebrities from Elton John to Sally Jessy Raphael, the television host famous for her red frames. While reactions vary, the response is overwhelmingly positive.
“The vast majority of reactions are good,” Jacobs said. “And if it makes someone smile before surgery, that’s a win.”
Those reactions have translated directly into business for Eyeland Optique. “We always ask how people heard about us,” Simmons said. “And, more often than not, I’ll hear a story about a procedure or a doctor’s office. I’ll say, ‘Let me guess – Dr. Jacobs?’ And they’ll say ‘yes.’”
Billy Simmons, licensed dispensing optician and manager at Eyeland Optique with Dr. Dennis Jacobs.
Curated, Not Conventional
While the Jacobs collaboration offers a compelling entry point, Eyeland Optique’s reputation is built on far more than one client. The boutique specializes in independent, handcrafted eyewear from around the world, with a focus on quality, originality, and thoughtful design.
“We carry mostly European collections,” Simmons said. “We have frames from Denmark, Italy, Germany, France, Japan – even Iceland.”
One standout line is Reykjavik Eyewear, an Icelandic brand known for ultra-thin, beta titanium frames and clean, minimalist styling. “They don’t make a fuss, but they still turn heads,” Simmons said.
From understated sophistication to bold artistic expression, the store’s selection is intentionally broad. “We like to say we cater to everyone, from the boardroom professional to the diva,” Simmons said. “There’s a full spectrum.”
Not only do the fashion-forward frames add the “wow” factor, but they also prioritize the highest quality lens designs to protect and preserve vision. “With so many options in the market today, the premium lens designs reduce strain on devices, prevent ultraviolet damage from the sun, and reduce glare and blue light. “We take into account lifestyle demands to optimize function, health and fashion with longevity in mind,” Simmons said.
That means in addition to the “wow” look is the “wow” experience clients feel when their vision needs are met. Optometrist Dr. Rick Spolzino provides a thorough exam, adhering to the highest standards of eye care using state-of-the-art equipment to examine the overall health of the eye. The doctor spends time with each client to guide them toward the best type of vision correction for their individual needs, whether it’s glasses or contact lenses.
Eyeland Optique at a Glance
Distinctive Eyewear. Thoughtfully Curated.
• Handcrafted eyewear from Europe and beyond
• Unique collections from France, Germany, Denmark, Japan, and Iceland
• A balance of bold statement frames and refined, minimalist styles
• Sunglasses that combine performance, clarity, and design integrity
• Personalized styling that considers lifestyle, personality, and comfort
One of the most common misconceptions Simmons encounters is the idea that people need only one pair of glasses. “Nobody owns just one pair of shoes,” he said. “So why would eyewear be any different?”
At Eyeland Optique, clients are encouraged to think about eyewear in terms of lifestyle: computer glasses, distance vision, sunglasses, professional frames, and statement pieces.
“Eyewear can change how you’re perceived,” Simmons said. “And it can change how you feel.”
Jacobs embraces that philosophy wholeheartedly, often coordinating his frames with scrub caps, shoes, and undershirts. “I use them very intentionally,” he said. “Anything that helps belay fear is worth doing.”
The same curated philosophy extends to Eyeland Optique’s sunglasses offerings. Many of the optical lines carried in the store also offer sun options, allowing clients to maintain continuity between their everyday frames and outdoor wear. Performance brands such as Maui Jim and Revo – known for advanced lens technology and clarity – share shelf space with fashion-forward European designers.
“We don’t treat sunglasses as an afterthought,” Simmons said. “They’re just as much a part of someone’s look and lifestyle.”
Community at the Core
Simmons credits Eyeland Optique’s success to strong relationships and a deep understanding of the Hilton Head Island community. “We’re not a big-box operation,” he said. “People come here because they want something thoughtful, something personal.”
That approach resonates with longtime residents and newcomers alike – particularly those who appreciate eyewear that feels curated rather than commoditized.
In the end, the partnership between Eyeland Optique and Dr. Jacobs reflects something larger than frames and lenses. It is about intention, empathy, and the power of first impressions.
“Eyewear can tell a story,” Simmons said. “And sometimes that story is simply about making someone feel more at ease.”
For Jacobs, that story unfolds every day behind a hospital curtain. “If someone smiles before surgery, then I’ve done my job – and so have my glasses,” he said.
At Eyeland Optique, that belief guides every fitting, every frame choice, and every conversation. It is a reminder that vision care can be both precise and personal – and that sometimes, the right pair of glasses can change not just how you see the world, but how the world sees you. In Hilton Head, that perspective resonates, one frame at a time.
