Today we’d like to introduce you to Christian Cross.
Hi Christian, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Our story really started in optometry school. Dr Matt Soriano and I, Dr Christian Cross, met while we were both students, and early on we bonded over the same idea of what eye care could be. We loved the clinical side of optometry, but we were just as interested in how an office feels, how patients are treated, and whether people actually enjoy coming in. Even back then, we talked about owning a practice one day that felt independent, thoughtful, and very intentional.
After graduating, we both spent time working in more traditional settings. That experience was valuable, but it also made things clearer. We saw what worked, what didn’t, and where patients often felt rushed, confused, or boxed into a system that wasn’t built around them. We knew we wanted to do things differently, and Fort Worth felt like the right place to build something meaningful and community-driven.
Starting the practice wasn’t fast or glamorous. It took a lot of planning, a lot of learning, and plenty of moments where we had to figure things out as we went. But the goal was always the same: create a space where patients feel comfortable asking questions, feel genuinely cared for, and leave understanding their eyes better than when they walked in.
Today, we’re proud of where we are, but we still see this as the beginning. The practice continues to evolve as we grow, listen to our patients, and refine what we do. At the core, it’s always been about building something we’re proud of, something that reflects who we are, and something that serves Fort Worth in a real, personal way.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely wasn’t a perfectly smooth road, but it was a rewarding one.
Like any independent startup, there was a lot to learn early on. We were figuring out the business side of things while still focusing on patient care, and that balance took time to get right. Building a patient base required patience and trust in the process, especially in the early days when growth is gradual.
What made the journey so positive was the support along the way. We are incredibly grateful to our patients who trusted a new practice, spread the word, and grew with us. Their support reinforced why we started in the first place and motivated us to keep improving. Every challenge helped us refine our vision and build something stronger, more intentional, and truly rooted in the community.
Thanks – so what else should our readers know about Fort Worth Optometry Co.?
We love being independent. Our practice is built around thoughtful, personal eye care. We provide comprehensive eye exams, glasses and contact lenses, specialty contact lens fittings, medical eye care, and dry eye treatment, but what really defines us is how we deliver those services. We take time with our patients, we explain what we’re seeing, and we make sure people leave feeling informed and comfortable rather than rushed.
We are especially known for our curated optical. We focus heavily on high quality, independent frame lines that you won’t see everywhere, and we approach eyewear as both a medical device and a personal expression. Every frame in our office is chosen intentionally, with attention to fit, materials, and design, so patients are not overwhelmed with walls of product that all look the same.
What sets us apart is the experience. The office is designed to feel warm, relaxed, and approachable, and our team reflects that same energy. Questions are encouraged, conversations are real, and there is no pressure to make decisions on the spot. We also pride ourselves on being accessible, from offering exams in Spanish to providing late evening appointment options for patients with busy schedules.
Brand wise, what we are most proud of is that the practice feels authentic. It reflects who we are and how we believe healthcare should feel. We want readers to know that this is a place where quality, education, and genuine care come first, and where patients are treated as friends.
What sort of changes are you expecting over the next 5-10 years?
Over the next five to ten years, I think optometry will continue to move in two directions at once: more advanced technology and a stronger desire for personal connection.
Diagnostic tools and imaging will keep improving, allowing us to detect and manage eye conditions earlier and more precisely. But at the same time, as larger corporate models continue to expand, many patients are craving something more personal. They want to feel known, heard, and cared for, not rushed through a system.
I also see continued growth in specialty care like dry eye treatment, myopia management, and custom contact lenses, along with a shift in eyewear toward more intentional, design-driven choices. The practices that will stand out are the ones that pair modern technology with genuine human interaction, creating experiences that feel personal, thoughtful, and trustworthy.
Contact Info:
- Website: https://Fortworthoptometryco.com
- Instagram: fortworthoptometryco
- Facebook: fortworthoptometryco
Image Credits
Gary Logan: Photographer
