Business Spotlight: Joey’s Optical
Location: 1645 N Central Ave, Marshfield, WI
Founded: February 2, 2015
Owner: Joey Burnett
Industry: Optical Store and Optometry Office
Website: www.joeysoptical.com
Facebook: Joey’s Optical
A Leap of Faith
After her optician and management position was eliminated during restructuring in 2014, Joey Burnett chose to see it as a sign rather than a setback. When she shared the idea of opening her own optical shop with her husband, Guy, his response was simple: “Yes, of course. You can do this.” That encouragement sparked what would become one of Marshfield’s most trusted optical practices.
Mission and Values
Joey’s Optical exists to help people look, see, and feel their very best. Kindness, integrity, and honesty guide every interaction. Patients are treated like family, with care that goes far beyond eyewear.
Joey, along with June and Stephanie, bring more than 125 years of combined experience in opticianry. Their shared passion and long working history together create a level of trust and consistency that patients value.
Services and Specialties
In partnership with Dr. Katie Bluhm, eye exams are offered two days per week. The store features more than 500 eyeglass frames, contact lenses, optical repairs, and personalized troubleshooting for vision and eyewear concerns.
Their frame selection is especially popular. Patients trust the team to provide honest guidance when selecting eyewear that fits both style and need.
Signature Service: Free adjustments on any eyeglasses, not just those purchased in store.
Community Commitment
Joey’s Optical maintains strong relationships with other local optical and optometry offices, working collaboratively to ensure patients receive the best care possible.
Shortly after opening, Joey launched “Cares for Kids,” a referral-based program through schools and social workers that provides eye exams and glasses at low or no cost to children in need.
Growth and Vision
What began as a leap of faith has grown through trust and word of mouth. Today, many patients return year after year, with exam appointments often booked well in advance.
Looking ahead, the focus remains on continuing education, staying current with optical technology, and providing high-quality care while keeping costs manageable.
The Heart Behind the Business
Joey loves coming to work each day. Owning a business with her name on the door has been both challenging and rewarding. On the tougher days, her husband Guy remains her biggest cheerleader.