Iristocracy, founded by Natasha Vora in January 2012 and based in Madison, Wisconsin, aims to revolutionize the eyewear shopping experience. The company offers a 3D augmented reality tool for virtual try-ons and a retail try-on program allowing customers to view frames in person at partnering eye care locations. Iristocracy's core mission is to integrate technology with eyewear retail, enhancing customer convenience and satisfaction. The company focuses on strategic partnerships with eye doctors, aiming to scale its services to 40,000 practitioners.

Notable for its innovative approach, Iristocracy has been featured in prominent publications like O, The Oprah Magazine. The company's co-founder, Natasha Vora, plays a significant role in its strategic direction. By leveraging technology and forming profit-sharing partnerships with retailers, Iristocracy has made a significant impact on the eyewear market. Its 3D virtual try-on tool and extensive network of eye care professionals have set new standards for customer engagement and service in the industry.