Živnostenská is closing, but the story continues

30. June 2025, Author: Dano Grigar, Photo: Jakub Čaprnka

Eight years ago, my mum and I dreamed of an optician's. One unlike all the others. A place where customers would find only the frame brands we'd carefully chosen for them. Where people wouldn't struggle to pick a frame because they couldn't decide – but because they'd want them all. We longed to display extraordinary products from independent makers on our shelves, and turn an ordinary eye exam into something memorable.

We searched for ages to find a place where this dream could become real. We walked through city streets, peered into shop windows, imagined which spot might be ours. In the end, Živnostenská street in the city centre won. With its location and the businesses around it, it became a community place where we could build ZITA's foundations.

We've grown in 8 years

Colleagues joined us gradually, and when we decided to open ZITA in Pradiareň, we continued doing what we love – constantly searching for ways to make everyone feel good with us, to keep bringing the best possible customer experience.

We tried what it's like to be in two places at once, tuning processes and systems so we wouldn't lose the quality of service you'd grown used to. Until we realised we didn't want to go on like this.

It's always been our dream to be a company where colleagues aren't just colleagues. They're friends first, who want to inspire each other, improve together, who feel good being together and help each other build a positive working environment. To make that happen, we need to meet regularly and bounce ideas off each other.

We realised we simply can't manage that across two locations right now, and it's costing us so much energy that this situation stopped making sense. We still have dreams of expanding ZITA, though – in the direction that will make the most sense to us.

So we've decided to close our first shop on Živnostenská

It wasn't an easy decision, and certainly not a quick one. It was preceded by hours of discussions and one big customer survey, where we wanted to find out how you – our customers – see us.

It's an even harder decision because we're leaving behind not just a piece of our journey, but a piece of our hearts. The space on Živnostenská is like our firstborn child, one we nurtured and cared for with love. But it's time to take another step forward. What we built ZITA's foundations on – our human and professional approach – we want to keep developing at the optician's in Pradiareň.

I believe you'll understand our decision, and we'll keep meeting in Pradiareň and around it. We're already looking forward to seeing you.