For over a decade, Framed EWE has been a defining force in independent eyewear, thanks to its dedication to fashion-forward design, high functionality, and personalized service. Since first opening its doors in 2012, the boutique has continuously reimagined what an eyewear retail experience can be.
Now, with a striking new redesign of its Phoenix flagship, Framed EWE once again sets a new standard—this time with the help of visionary creative director Adi Goodrich.
The reimagined space marks a bold evolution of Framed EWE’s aesthetic and ethos. Known for her collaborations with global giants like Apple, Google, Netflix, and Target, Goodrich brings a distinct perspective to the project. Her redesign is a vivid, sculptural environment infused with playful sophistication and bold colors, creating a sensory-rich experience that invites curiosity and discovery.
Owner Christy Kimball describes the renovation as a natural extension of Framed EWE’s identity. “The new design reflects the same energy and creativity that define Framed EWE—playful, immersive, and thoughtfully curated,” she said. “Every element was designed to make the customer experience more engaging, inviting people to explore eyewear in a way that feels personal and unexpected.”
At the heart of Framed EWE’s success is its exceptional selection of independent eyewear. Featuring brands like Jacques Marie Mage, Moscot, Garrett Leight, AHLEM, and Akila, the boutique is a haven for those seeking craftsmanship, heritage, and bold style. But Framed EWE isn’t just about what’s on the shelves.
The Phoenix location also includes an in-house optometrist, ensuring that each customer receives expert eye care alongside tailored guidance in selecting the perfect frames. It’s this combination of fashion, service, and functionality that has made Framed EWE a destination in its own right.
With its newly transformed store, Framed EWE reaffirms its position as a premier destination for independent eyewear. For more information, visit framedewe.com.
