About us.

Optical-X Founder and CEO, Natasha Vora, has been a champion for the ‘Buy Local’ movement for two decades. “Patients are consumers and they are becoming smarter shoppers when it comes to buying glasses and contact lenses, particularly if they are price conscious. The majority of patients have an innate desire to be serviced with care from their eye doctor AND make product purchases instead of looking elsewhere,” says CEO Natasha Vora. 

“At Optical-X, we sincerely want to help independent eye doctors be as competitive as they can possibly be. That means bringing them products and services that are priced with affordability in mind so they remain relevant to their patients all while making money in the process.”

How it started

Optical-X launched the company in early 2020 as a spin-off from the flagship product offering, Twelve84, which was previously owned and operated by RevolutionEHR. With a full integration to RevolutionEHR, but not limited to only those that use it as their EHR, Twelve84 is now an independently-owned brand. The affordable eyewear brand with its simple packaged pricing has made the lives of many optometrists and their staff so much easier with efficient ordering, fast turn-around times and excellent service. With nearly a 100% practice satisfaction and retention rate, independent optometry locations are more profitable with Twelve84 available in their practice.  

“We are so proud of what we offer to our customers. Affordable, high-quality bundled eyewear is going to become more and more relevant and Twelve84, our flagship offering at Optical-X, has been a pioneer for the past few years as we’ve supported many optometrists and their staff to be more efficient. We really pride ourselves in prioritizing customer service and we always go Above and Beyond for our customers,” says Katie Demski, General Manager of Optical-X.

While Twelve84 is the flagship product offering of Optical-X, there are exciting partnership developments planned for 2021 that focus on bringing more awareness to industry innovators who offer compelling services that bring immediate results with optimal ROI. Our mission will remain steadfast and that is: Feature services and products that aim for full transparency in their offering to optimize the buying experience between patients and independent eye care professionals.

THE OPTICAL-X Team.

Natasha Vora

CEO/Owner – Optical X, twelve84

  • Retail and business ownership
  • Product Development
  • Logistics Management
  • Foreign languages
  • People and dog lover

As a serial entrepreneur, I’ve always been fascinated with business and more specifically, omni-channel consumer behavior. In a previous journey of my life, I owned a large furniture showroom that I curated with products from around the world. I had the joy as a retail business owner of learning from people and their preferences, sometimes catching them on a good day and others on a bad one.

That dynamic is similar to what eye doctors and their staff go through on a daily basis. Through a serendipitous change, the eyecare industry propelled me into a path that has been incredibly satisfying over the past decade. From starting an eyewear distribution company to an e-commerce eyewear business called Iristocracy, where we focused on VTO technology and bridging patients with eye doctors, there has always been a common theme in my entrepreneurial efforts and that is: Think Local. Be Big. Be Bold. Our team at Optical-X is so passionate about focusing on the independent eyecare community and being audacious in our belief that we can help change the trajectory for IECPs from losing market share to consolidators and big box retailers into being more powerful and relevant by the day.

It starts with all of us coming together and reshaping how we view the way we do business and at least being open to change. As I’ve learned from my years in business, with some success and a few failures, the horizon on the other side can actually be a lot brighter when we at least try. As the creator of Twelve84, a high-quality eyewear and innovative eyewear brand with bundled pricing, I have witnessed what the impact has been on those that are willing to try a different approach and that is: higher customer satisfaction, happier staff and more profit. With a retention rate of over 98%, it’s proof that with a little willingness to Reshape and Rethink, there isn’t much to lose.

Katie Demski

General Manager

  • Strategic Planning
  • Business Operations
  • Optometrist Communications

Critical thinking and analysis doing whatever it takes to improve the customer experience.

Shane Faherty

Creative Director

  • Brand Strategy & Marketing
  • Video Production
  • Design & UX
  • Digital Distribution
  • Storyteller

Specialty:
Website solutions for E-Commerce environments specializing in UX design and customer interface.

We are beyond happy that we added Twelve84 to our optical. It is so much more than just another line… it feels like they are a part of our team. The frames are beautiful, quality is top notch, but the customer service is what puts it over the top.


Heidi Edwards
Office Manager
Premier Family Eye Care, Indian Trail, NC

Clearly Original.

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