“We offer high-end eyewear and a unique boutique experience,” said optometrist Dr. Jarrell Freitag. “Our doctor and staff members are dedicated to their patients, ensuring to provide an unforgettable experience with every visit.”

Phillips Avenue in Sioux Falls is home to Studio 20/20, one of the newest eye care clinics from the largest independent network of optometrists in the state with 21 locations in South Dakota and one in Nebraska.

Vision Care Associates was first formed in 1982 with the philosophy of bringing exceptional healthcare to rural South Dakota,” said Freitag.

But the location that just opened in April of this year in downtown Sioux Falls offers something a little different.

“We’re long standing with a brand new look. We have a lot of updates in a new location in Sioux Falls,” said Freitag. “We’re trying to offer an elevated experience through the atmosphere, staff, the physician working, and the technology we have.”

At Studio 20/20, Freitag specializes in providing dry eye disease treatment, myopia control, ocular disease management, and glaucoma treatment among other things.

“We have full-scope eye care whether that’s routine vision checkups, needing glasses, contacts, prescription sunglasses,” said Freitag.

Freitag says the showroom itself adds to the experience with “cutting edge, luxury eyewear.”

Displayed on the shelves, you can find high-end brands like Prada, Gucci, Tiffany & Co., Versace, Burberry, Giorgio Armani, Cartier, Tom Ford, and more. 

“If a more intimate styling is needed, we can do more personal styling with eyewear and sunglasses,” said Freitag. “Most of the product and inventory we have, you can put a prescription in, but that doesn’t mean you’re limited. Our showroom is prescription and nonprescription.”

“Being on Phillips Avenue especially, there’s a lot of people walking around and seeing how downtown has progressed and what’s down there. We’re super happy to be on Phillips.” -Dr. Jarrell Freitag

Whether you need glasses to see, blue light lenses for work, or even a pair of sunglasses for the sunny days, there’s plenty of eyewear options for you.

“If someone wanted a pair of glasses with blue light lenses for a computer or a pair of Gucci sunglasses, they could drop in and get those without prescriptions,” said Freitag.


Find Freitag in the Tea location and occasionally in Brookings.

And from the interior design and furnishings to the architecture and visuals inside Studio 20/20, they bring something different to the area.

Entering the space, tall white walls and dark hardwood floors lead you to shelves upon shelves of eyewear displayed on either side of the room and shimmering chandeliers hanging overhead. 

More frames are cased in the counters where you’ll find a smiling employee ready to greet you and find the perfect frames for you and your face shape.

Studio 20/20 Services

Routine Vision Checkups
Dry Eye Disease Treatment
Myopia Control
Ocular Disease Management
Glaucoma Treatment
And More

“This is more of a high-end, boutique, luxury option you have. It’s still the Vision Care network but with different branding. It’s all connected.”

-Dr. Jarrell Freitag

“We created more of a modern, bigger city upscale than the traditional. It’s something you walk into and think it could be a showroom in New York City or something like that.”

Even all the equipment is brand new and ready for new patients.

“Utilizing state-of-the-art medical technology and the expertise of 18 different doctors, Vision Care Associates will continue our philosophy of ‘keeping the patient first’ for many years to come!​”

For more information, visit VISIONCAREASSOCIATES.NET.


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