The Father-Son Polarized Lens Company Disrupting The Eyewear Biz

Polarized lenses are like happy pills for your glasses. It’s not just that they filter out glare and increase visual clarity. They let your eyes relax and make the whole world look lighter and brighter.

Tajima Lenses is a Los Angeles company, with operations based in Huntington Beach, that does nothing but polarization (and I’m not talking about the political kind). Their products are made in a factory in Japan, and they partner with Mykita and other top brands, which is what drew my attention.

Now they sell to consumers from their website. President and co-founder Steve Rosenberg gives credit to his son, Jacob, for a developing the direct-to-consumer site four years ago. Then a student at Stanford, Jacob built and incubated the idea before the Rosenbergs went live with Tajima Direct when the pandemic shut down schools (and the world) in March 2020.

I recently installed a pair of Tajima lenses in a pair of frames I use for tennis, and the process was easy. You need a recent prescription and an accurate measurement of your pupillary distance. Send your frames to Tajima and in about ten days, the polarized lenses are mailed back. I chose the Rose Copper 15 Silver Mirror with a brown base lens color. The tint adds contrast, color detail and color separation for that makes my eyesight on the court sharper, although it hasn’t done much to improve my game. But I can actually pick up the ball more quickly off my opponent’s racket.

All this got me thinking about the science and technology behind polarized lenses, so I checked in with Jacob Rosenberg for some, well, clarity on the process.

David Hochman: In 50 words or less, tell me the compelling origin story of the brand.

Jacob Rosenberg: During a drive home from Stanford after my sophomore year, I asked my dad why he only sold his polarized lens technology to brands. This conversation led to us launching Tajima-Direct.com, which I then developed at Stanford the following year, as an e-commerce platform. That let us sell our polarized lens technology and advanced Rx solutions directly to consumers, for any frame brand, ensuring a seamless, simple, cost-efficient consumer experience.

David Hochman: For people who’ve never worn polarized lenses, describe the experience. It’s kind of like entering a brighter, shinier world, right?

Jacob Rosenberg: First, it’s important to understand that not all polarized lenses are created equal. But a top-notch pair of polarized lenses can transform your visual experience, akin to upgrading from standard definition to HD or 4K. Instead of being just brighter or shinier, the world appears crisper and sharper, with colors bursting vibrantly into view. A good polarized filter will both remove glare and filter certain light rays in the atmospheric light spectrum that would usually strain your eyes on sunny days, instead allowing them to relax into a clear, comfortable vista.

David Hochman: Does it really matter which color lens you get?

Jacob Rosenberg: Absolutely. The color or tint plays a pivotal role in shaping your view by optimizing the light spectrum. Opt for a neutral gray tint, and you’ll preserve natural colors while gently dimming the surroundings and removing glare. This tint keeps everything true to life but with an added clarity that makes details pop. On the flip side, certain tints like brown, copper, or rose intensify colors and contrast, giving your world a vibrant makeover.

David Hochman: I guess that’s what they mean when people talk about rose-colored glasses. What are Tajima’s three most popular options and why?

Jacob Rosenberg: We try to simplify and streamline the lens color choice. Gray and Brown are classic cosmetic looks and tend to be simple default options for most people, and also, the most common lens tints used by most brands. Many people are intimidated by the word “mirror,” thinking they’re getting a shiny, cop-like exterior finish. The reality is, mirrors can provide additional performance attributes, while also presenting fun looks. With our lenses, you really can’t go wrong with the Gray 15 for all around performance and style when paired with any frame or color. If you want a warmer, softer tint, our Brown 15 is the way to go. For people who need more glare protection for conditions like being on snow or water, the Gray 15 Blue Mirror darkens the lens for color and contrast and a sharp view.

David Hochman: If people are apprehensive about ordering prescription lenses online, what should they know about your process?

Jacob Rosenberg: Well, we do everything we can to make ordering and delivering high quality prescription lens technology simple, easy, painless, and affordable. For too long, traditional eye care has been a confusing process that is expensive, time-consuming, and filled with uncertainty. You undergo an eye exam, then face a barrage of decisions at the optometrist’s office: lens materials, coatings, prescription lens designs, while usually being pressured to purchase another new frame.

David Hochman: I hate that pressure.

Jacob Rosenberg: And each option comes with its own set of quality levels and add on charges, leaving you unsure of what’s best for your needs and what you’ll actually be getting. More often than not, you end up spending more than anticipated—a shocking price usually—with lingering doubts about what you actually ordered.

We decided to take a different approach. We’re committed to offering only the highest quality prescription lens technology at a single, transparent price. In our flat fee pricing, we decided to only offer the very best materials, all premium lens coatings included, top-shelf digital lens designs included, any lens color to be put into any frame style, mirror treatment or not, with all shipping and installation also included.

So for about half the price you’d pay for a perceived quality name brand like Maui Jim, Costa or from your eye doctor, you get great lenses with no add-ons, no surprises, no gimmicks, and without leaving home.

We pride ourselves on having excellent customer service and communication so if you have any questions or concerns at any point, we respond quickly or jump on the phone with you to personally answer your questions in real time if that’s what you prefer. We also offer a 100% satisfaction guarantee, allowing you to return the lenses within 30 days of receiving them for a full refund if you’re not happy.

David Hochman: I love that you’re a family business.

Jacob Rosenberg: It’s true. We’re a small father-son family business but we’re on a mission to change the eyewear industry. We really feel we offer the best lenses at the very best prices, and we’re terribly proud of our customer repeat purchase figures which is our best indicator of customer satisfaction.

This interview has been edited and condensed for clarity.