About Us
Elviro LaRocca’s education and background in the optical industry has set the stage and prepared him for this new business venture. He started working in the optical field in Sicily, Italy, in 1995 at a very successful optical company called "Ottica Gentile", owned by now, good friend and mentor Giuseppe Gentile. While at “Ottica Gentile,” La Rocca learned all aspects of the optical industry from sales, purchasing, inventory, fulfillment, marketing, finance, and customer service.
During December 2001, La Rocca left his homeland of Sicily, Italy, and moved to Rochester, NY, and shortly thereafter was employed first by LensCrafters in 2001, where he became a Licensed Optician.
During 2002, LaRocca’s manager from LensCrafter moved to Empire Vision and took LaRocca with him. LaRocca has had a successful career at Empire Vision and was promoted store manager in 2005. He has recently resigned his position at Empire Vision to realize his life long dream of opening his own optical company.
Combining a love of fashion and eye wear keeps him enthusiastic and passionate about pursuing his dreams and staying in the optical industry as his life long profession. LaRocca believes that his competitive advantage in the optical market is a combination of: experience, quality eye wear, brand identity, customer satisfaction and a return to fulfilling the needs of a unique and diverse neighborhood and client.
La Rocca will be offering eyewear to meet the budget of every consumer who is interested in purchasing at his appealing neighborhood shop. Some brands he will be offering are: Gucci, Prada, Armani, Diesel, Versace, Vogue and many more.
Mr. La Rocca invites you to his Grand Opening on June 30th. Be sure to stop in, visit his new retail space and say hello. In turn he will be happy to show you his product offering and introduce you to a new vision in optical - Park Ave Optical!
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