Business Spotlight: White Pine Eyecare

CEDAR SPRINGS - Step through the doors of 88 N Main St NE, and you might think you've wandered into a relaxing art studio rather than an optometrist's office. And for Dr. Matt Black, proprietor and Doctor of Optometry at White Pine Eyecare, that is exactly the point.

Opened in September of 2024, White Pine Eyecare offers a refreshing departure from the "supermarket-style" glasses shops, filled with acrylic displays and plastic hooks holding designer frames. Instead, patients are greeted with a warm, tailored experience designed to make eye care feel less like a clinical chore and more like a visit with your neighbor.

For Dr. Black, setting up shop in Cedar Springs is a homecoming. A 2007 graduate of Cedar Springs High School, he always harbored a passion for the medical field, coupled with a desire for entrepreneurship. Now, he is bringing a unique blend of high-tech care and hometown hospitality to our local Main Street.

In an industry dominated by megacorporations like Luxottica, White Pine Eyecare stands proudly apart.

"We only carry independent brands," Dr. Black explains. "We're an independent business, and we want to support other independent businesses. We're careful to select products that are affordable and approachable, while also being very high quality."

The philosophy means you'll find frames here that you won't see everywhere else. Whether you are looking for a classic style or a truly unique look, the selection spans the globe. From the laser-cut titanium frames of Iceland's Reykjavik Eyes to JFK's preferred American Optical out of Chicago.

The relaxing atmosphere extends directly into the exam rooms. A patient's visit begins in the pre-test room to establish a baseline. Here, Dr. Black reads your old prescription, identifies the new one, and maps out your eyes using an Optomap. This piece of ultra-wide retinal imaging technology captures up to 97% of your retina, often eliminating the need for those uncomfortable dilating drops.

Down the hall, the exam continues with a retinoscopy test. By observing how light reflects from the eye, Dr. Black can estimate the lens power needed for distance vision. It’s a highly effective tool, particularly for children or patients who might have trouble answering the traditional "which is better, one or two?" questions. Finally, the Phoropter is used to dial in your exact, final prescription.

Perhaps one of the most welcome surprises at White Pine Eyecare is the turnaround time. If you’ve ever visited a chain optometry office, you are likely used to waiting two or three weeks for your new glasses to arrive.

Along with his assistant Alicia Perrin, Dr. Black utilizes his own in-house lens milling machine. In many cases, you can have your new glasses ready for fitting in about an hour. He also keeps a wide range of prescriptions on hand, making his office the perfect first stop if you find yourself in sudden need of a lens repair for a broken pair of glasses.

Dr. Black is dedicated to ensuring you leave satisfied and well-educated about your eye health. He accepts insurance and sees patients of almost any age (though toddlers requiring specialized care are typically referred to pediatric optometry).

The personalized service even starts before you walk in the door. When you make an appointment for new glasses, the office sends a text with a link to their online web store. You can browse and select frames you’d like to try on, and the team will have them set aside for your visit.

"We like to guide our guests in the right direction without overwhelming them," says Dr. Black. Going the extra mile, he and his team will even pull a few additional pairs they think you might love based on your online selections.

It’s this dedication to "heritage quality and quiet luxury" that recently earned White Pine Eyecare a feature in the national publication, Invision Magazine. But despite the national recognition and global frame selection, the heart of the practice remains firmly rooted right here in town.

When asked what he wants the community to know, "We have a complete pair of glasses (frame + lens) for $99 for single vision, or $199 for progressive. This is only on select frames, but it’s great for people who just need something quick and inexpensive," stated Dr. Black.

White Pine Eyecare is open Monday-Friday and Dr. Black is available every Monday, Wednesday, and Friday.

Whatever your eye care needs, give Dr. Matt Black a call or stop by White Pine Eyecare in downtown Cedar Springs.