Respect in Every Frame

August 2026

Article by Jessica Renstrom

Photos by Keely Zimmermann

Have you ever slipped on a pair of glasses, looked in the mirror, and felt an instant boost of joy and confidence? That feeling is something optician Salicia Borges believes everyone deserves, and it's exactly what she has built her business around.

After more than fifteen years working in private optometry offices, Salicia saw a gap she couldn't stop thinking about. Corporate optical chains try to serve as many people as possible, leaving little time for shoppers to find a pair of glasses they really love. Private doctors' offices may give each customer more time, but the cost of frames is often much higher. Salicia wanted to offer something different: more one-on-one time with individuals, combined with more affordable pricing.

So, in November 2021, Salicia launched the mobile version of 406 Rollin' Eyes, making house calls and drop-ins at care facilities. By April 2022, she opened her first brick-and-mortar location, and in August 2024 she moved into her current shop in midtown Billings, where she now also offers digital eye exams.

Buying glasses at 406 Rollin' Eyes is an intentionally different experience. Appointments are required to ensure customers get dedicated, one-on-one time to find their perfect pair. With over 2,000 frame options, Salicia takes the overwhelm out of the process by first considering a person's face shape and fit, pulling options she knows will work before a customer even has to ask. "There's a difference between buying a pair of glasses and being fit for a pair of glasses," Salicia explains. She wants people to love what they leave with, not just settle.

Salicia's goal is to be her customers' "eyeglass lady," the way people have a trusted hairdresser or mechanic, someone who knows you and your preferences. She also works to stay accessible with affordable pricing, in-house savings plans, and a referral discount program.

Spring into Sight Foundation

Salicia's passion for people and vision stretches far beyond the walls of her store. In October 2023, she launched the Spring into Sight Foundation, built on the belief that everyone deserves a pair of glasses they love, regardless of what they can afford. The foundation partners with local nonprofits like Family Services, Tumbleweed, CASA, and Community Leadership & Development Inc. (CLDI), who connect people in need with a full, private eyeglass fitting.

Unlike other options for low-income individuals, which often offer used pairs or a very small selection of frames, those chosen for Spring into Sight have many options to choose from, all made to their prescription. Salicia delights in helping these individuals find a pair of glasses they love, often for the first time: "Some of these people have never had the opportunity to pick a frame off the board. You get treated like everyone else in my store, whether you're paying or not." Since launching, the Spring into Sight Foundation has helped 70 people see clearly.

In addition to her foundation work, Salicia plans to join a mission trip through ICare International in September, bringing full-service vision care to communities with limited access. She's already donated 400 customized readers to be given out in Turks and Caicos during the trip.

"There's nothing else I love to do more," she says. And after just a few minutes with Salicia, that's easy to see.

Originally printed in the August 2026 issue of Simply Local Magazine

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Jessica Renstrom

Jessica is a Billings local with a background in marketing and a degree in Communications. She loves being a mom and soaking up time with her young children, especially during the holidays! You can catch her feeling festive and listening to Christmas music basically every day in December.

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