Richard Morgenthal is a workaholic. After he and his wife Leslie purchased Frederics Opticians, an 80-year-old Manhattan optical dispensary, in 1986, he's had his work cut out for him. A practicing optician by trade, but a retailer at heart, Morgenthal expanded the dispensary, now called Morgenthal-Frederics, to include three upscale optical boutiques, each designed with a unique interpretation of Shaker design by award-winning architect David Rockwell. Next, he used his experience as a fine arts major in college and his innate love for the arts and painting to begin designing a full line of eyewear and accessories. While Morgenthal runs his business in Manhattan and enjoys the city's arts and culture, he is ultimately a family man. His top priority is spending time with his wife, two daughters, and his dog Levi, a Portuguese Waterdog, at his home in the suburbs. We recently caught up with Morgenthal to talk about Shaker design, opticianry, retail, and the millennium.

Do you see yourself as a retailer or an optician?

The optical end of the business is crucial to its success, but I have to view myself as a retailer and take off my lab coat. But just because my dispensaries have a boutique atmosphere doesn't mean I have to ignore my roots.

With that being said, do you see yourself as a retailer or a designer?

I guess I'm both. I studied fine arts in college and enjoy painting, but I also studied to be an optician and my father was an optician. Both experiences have helped me to be a better designer and optician because I visually understand the optics of a frame.

Why did you choose Shaker design as the inspiration for the design of your stores?

Shaker design originated in New England in the late 1800s, where homes were very simple and functional. For instance, many homes featured peg rails on the walls where people could hang their furniture while sweeping the floor. We have peg rails on our walls and lots of exposed rivets. They don't serve a function, but create a look of the times.

Are all of your stores designed the same?

No. They each have a unique interpretation of Shaker design. We wanted them to be consistent but at the same time offer their own unique look. For instance, each location features a different ceiling that's interpretive Shaker; and stained wood is a common thread unique to the Soho shop.

Are any new locations in the works?

Actually, this fall we're opening a store-in-a-store concept on the plaza level of Bergdorf-Goodman.

What is the biggest change the optical industry experienced in the 20th century?

The way people look at eyewear. People put Band-Aids on cuts to stop the bleeding, and eyewear on their faces to help them see. That's finally changing...they're beginning to see eyewear as a fashion statement.

What is the biggest change the optical industry will experience in the 21st century?

Laser surgery. It looms large on this industry.

Will it mean the end of eyewear?

No. There will always be eyewear, although we'll begin to see an initial let-down in growth.

What can dispensers do to fight back?

Offer a wide range of services and be well versed in all aspects of the business... laser surgery, contacts, opticianry, fashion. Even if you don't carry contacts, for example, know something about them. You need to be a resource of information about eyes for your customers.

What can optical retailers do better?

They can't be everything to all people. They need to make a clearer message and have the confidence to make a statement. They can do this by making a commitment to certain lines and buying deep.

What's your biggest strength?

My vision and being in touch with what the consumer demands.

What is your biggest weakness? I'm jaded. Success is very transitory and not the most important thing in life. I need to remind myself of that. EB