When Sheryl Levy looked into the mirror at Marblehead Opticians trying to decide if she liked the eyeglass frames that the optician said were perfect for her, she exclaimed that they looked like they were out of the 80s comedy show, “Golden Girls!”
“And you know what happened when I said that?” asked Levy. “Jim burst into song — the theme song from “Golden Girls!” she laughed.
The warm and fun atmosphere at the cozy shop at 51 Atlantic Ave. is just one of reasons why Levy says that she’s been a customer for over 20 years.
Optician Jim Trick acquired ownership of the business in February 2025, after his longtime colleague and friend, Gary Freedman, made the decision to retire and sell the shop he had owned for over 20 years as he faces a courageous battle with cancer.
Jim Trick took over ownership of Marblehead Opticians this year. COURTESY PHOTO
“Everybody knows that Gary Freedman is a nice guy,” said Trick, “but the truth is that Gary is five times nicer than people even know him to be. In the 26 years we’ve worked together, I’ve never once seen him compromise his integrity or his moral code. Not ever, not once,” Trick added fondly.
Trick, who has been an optician for 36 years, came to work at Marblehead Opticians 26 years ago on a per diem basis that lent him license to a unique, dual-profession life. Original owner, Wayne Harmon, who founded the shop in 1976, heard of Trick through a sales representative who ‘talked him up,’ Trick said.
“I started a business that allowed me to tour nationally as a performing musician,” said Trick, a folk aficionado who sings and plays acoustic guitar. “I got to travel for that, and cover as an optician for vacations, and maternity leaves.”
Trick has performed at places like Club Passim in Harvard Square, a folk music club where Joan Baez and Bob Dylan got their start. He has served as a guest lecturer for the Berklee College of Music in Boston and has written albums, while touring the U.S. and as far as Barcelona, Spain.
His first client as a freelance optician was Marblehead Opticians. Trick became fast friends with Harmon and Freedman from the moment he walked through the door. He grew up in Haverhill and was living in Amesbury at the time, but Marblehead simply felt like home.
“In 2014, I drove 10,500 miles in nine weeks because I needed an adventure,” said Trick. “I wanted to see the country: Yellowstone, The Grand Canyon, the California coast. When driving back to Marblehead after this life-changing trip, I realized why our town is as great as it is. We’ve got the salty fishermen, who worked our waters for generations, along with the wealthy executives, who you would never know were wealthy. We are a true community.”
The business is built on the “LL Bean model,” which Trick says is a combination of a devotion to exceptional customer service with a satisfaction guarantee and expanded offerings to include top-shelf designer frames and some more affordable options. The store includes a lab where lenses are ground onsite and Trick has no plans to change the tried-and-true way of doing business.
“We have eyewear for everyone,” said Trick, which includes prescription sunglasses, diving goggles and ski masks.
Trick said that he committed to what is best for the customer. If a $200 frame looks better than a $500 frame, he will steer the customer to the less expensive one.
“Doing the right thing leads people to greater success,” he said.
Since Freedman’s departure, Trick hired Brian Kelly, who once ran the pediatric optical department at Boston Children’s Hospital, while Yaris Cruz takes care of the administrative duties.
Trick’s musical career took a back seat for the past couple of years, but he has begun writing music again and is working on another album. Once he has his feet under him, he plans to take up performing again, but more on a local level.
As for those Golden Girls glasses? Well, Levy took Trick’s trusted advice and bought them.
“People everywhere, at the airport even, stop me to compliment them,” she said.
Sheryl Levy loves her “Golden Girl’ glasses from Marblehead Opticians. COURTESY PHOTO
