The Gleek + Howard storefront decorated to celebrate the store’s 47th anniversary.
In 1969, William (Bill) Berk was one of about 400,000 people at Woodstock. Like the rest of the crowd at the legendary music festival, Bill was witness to a historic event—one that would change his life forever. For Bill, that historic moment came when his friend, Albert Gleek the 3rd, who was with him at Woodstock, mentioned the fact that his father was thinking of selling his optical store, Gleek + Howard, in Montclair, New Jersey. Bill was interested—and in 1972, Bill, a Vietnam veteran who began working in the optical industry as soon as he returned home from service, purchased the store from Albert Gleek and John Howard. He kept the original name, but has made the independent business entirely his own since then.

Bill still owns the optical shop today, working alongside Justin Elmini, who joined Gleek + Howard about 15 years ago, and who Bill calls his “optical son.” For the two of them, being an independent business means having the freedom to be different—and that’s vital.


Bill Berk outside
Gleek + Howard in 1972.
“We have had a singular vision since day one: ‘Be the attraction’,” Elmini told Vision Monday. “What we mean is simple: why just be another brand-centric store selling the same frames, the same lenses, and the same service as everyone else? We want to sell our quality, expertise and service. We give our clients the very best of everything we can give them.”

Gleek + Howard has been a permanent fixture in Montclair for nearly five decades now, meaning Bill and Justin have seen the landscape drastically change for independents. In particular, said Elmini, “the last five years especially have been a very odd time in this industry.” With the rise of quick, inexpensive access to eyewear, customers’ demands have been changing. For Gleek + Howard, though, two things remain consistent: quality and exclusivity.

“Sure, eyewear is a fashion statement, but it’s also a medical device,” Elmini explained. “We are experts in our field with decades of experience. It’s up to us as independent opticians to educate our consumers, explain to them, and show them the difference. Exclusivity is something that all independents should have; set yourselves apart, be the attraction.”


Bill Berk and Justin Elmini in 2019.
When it comes to exclusivity, Gleek + Howard makes it a point to keep stock that makes them the attraction. “We carry frame and lens lines that not everyone can get and I think that’s important,” Elmini said. That stock includes brands like TAVAT, Mr. Leight, Mykita, Oliver Goldsmith, Barton Perreira, Res Rei, Eyevan, Theo Eyewear, Bevel, Moscot, Face A Face, Alain Mikli and more, with lenses from Shamir, Seiko and Hoya. The optical shop keeps a full list of available brands and lenses online.

Like many independents, the team at Gleek + Howard have made community involvement a priority over the past few decades. Elmini says they have “watched this town grow and change into what it is today,” and, with that, has come many iterations of community involvement. Things like sponsoring town-wide events such as sidewalk sales, ladies nights out, and the Montclair Film Festival are standard fare for Gleek + Howard, as well as other unique events like fashion shows. “We are one of the older businesses in town, so we try and stay involved in any way we can,” Elmini said.

Even though times are changing, Elmini is confident that Gleek + Howard knows how to change with them. “We’ve been here a long time,” he told VM. “We know our client base and we know what they want and need. We pay attention, we ask questions, we talk to them. We don’t just try and sell a pair of glasses. All of these things separate us from the pack. Almost 50 years of independent thinking with no doctor and accepting no insurance—we must be doing something right.”


The interior and exterior of Gleek + Howard.

Last weekend, Gleek + Howard celebrated their 47th anniversary. “I wish I could say we are having a huge party,” Elmini said, of the anniversary. “But the truth of the matter is, we are just going out with our spouses for some margaritas and good Mexican food. We will save the huge party for our 50th.”