What are the opening hours?

Monday 8am - 5:30pm Tuesday 8am - 5:30pm Wednesday 8am - 5:30pm Thursday 8am - 5:30pm Friday 8am - 5:30pm Saturday 8am - 12pm

Heartland Optical

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United States
Lincoln, NE
Heartland Optical

Our commitment is to deliver comprehensive patient care with thorough eye examinations and a staff o

Heartland Optical's staff is determined to provide every patient with the enhanced vision they deserve. Our commitment is to deliver comprehensive patient care with thorough eye examinations and a staff of opticians with over 100 years of combined experience. We use the highest quality products with cutting edge technology to bring you the best in vision.

04/03/2026

🐣EASTER HOURS🐣

Our office will be closed Saturday, April 4th. We hope you all enjoy this Easter weekend!

03/31/2026

A good time to schedule your child’s first thorough, in-person eye exam is between the ages of 3 and 5.

At that stage, your child’s vision is still developing. An eye exam makes sure everything is progressing as it should, such as checking for signs of eye disease and other conditions that may not be obvious at home.

If needed, and only if needed, we can make glasses to help correct your child's vision before it becomes a bigger challenge in school.

03/23/2026

Parents often ask when contact lenses might become a good option for their child.

For many kids, that conversation starts around the middle school years. Readiness matters more than age. A child who can follow a routine and handle lens care responsibly is often ready to try contacts.

Kids who enjoy sports and outdoor activities are often the most motivated to explore contacts. That motivation can make the routine easier to learn.

03/20/2026

One pair handles meetings. The other pair handles patios.

That’s the beauty of our two-pair eyewear special, where your second pair is 50% off.

It's easy and affordable to have the right frames for both.

03/18/2026

Morgan, one of our Opticians and Contact Lens Specialists, is celebrating 7 years with us! She loves working in an environment where the team can work hard but still have fun and keep each other laughing throughout the day.

Fun fact: Morgan started wearing glasses at age 7, and her current favorite frame brand is OVVO because they are lightweight, comfortable, and durable.

Next time Morgan is helping you pick out a pair of glasses, ask about her pets. She loves her pup and would love to hear about your pets!

Happy anniversary, Morgan!

03/16/2026

Heartland Optical is owned and led by Casey Conrad and Tom Conrad, brothers who bring years of experience, teamwork, and good conversation to everything they do.

Their friendly nature helps set the welcoming tone you feel the moment you walk in.

03/11/2026

Best known for its signature jewelry line, Kendra Scott brings that same bold design language to its first-ever eyewear collection—now available at our Central location on North 27th Street.

Each frame reflects the brand’s clean lines and distinctive shapes. You can feel the balance the moment you try one on.

If you’re ready for a fresh, fashion-forward look, Kendra Scott eyewear offers statement style designed for everyday wear. Stop in and find the frame that fits your life.

03/06/2026

20/20 starts with 100% heart. Our team makes it easy to love what we do. We’re so grateful for the attention and care you show our patients—and to each other.

03/05/2026

Backpacks, playgrounds, mystery black holes—kids are great at making things disappear. Grab a second pair now so you’re ready and get 50% off.

Stock up smart at Heartland Optical.

03/03/2026

Dry air, and winter sun can strain your eyes. Dr. Cassity West shares some simple ways to protect your eyes all season long.

02/27/2026

With Endless AI, your progressive lenses are designed around you, and we’re excited to bring this brand-new technology to our 4 locations.

Endless AI recommendations provide our lab with lens data well beyond your prescription. We use this information to fine-tune every lens, resulting in glasses that often feel lighter—thanks to advanced lens shaping that minimizes weight while maximizing comfort.

The benefits show up in everyday moments: clearer peripheral vision, smoother focus as you move between distances, and more frame options, even with stronger prescriptions. See what’s possible when your lenses are designed to fit your life at Heartland Optical.

11/26/2025

Our office will be closed Thursday-Saturday so our team can celebrate Thanksgiving with family and friends. We will reopen on Monday with normal hours. Happy Thanksgiving!

Address

1012 N 27th Street
Lincoln, NE
68503

Opening Hours

Monday	8am - 5:30pm
Tuesday	8am - 5:30pm
Wednesday	8am - 5:30pm
Thursday	8am - 5:30pm
Friday	8am - 5:30pm
Saturday	8am - 12pm

Telephone

+14024763311

Website

https://heartlandoptical.com/

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Our Story

Our staff and optometrists are dedicated to providing our patients with the advanced eye care they deserve. Our commitment is to deliver superior patient care through comprehensive eye exams, on-site lens creation in our state of the art laboratory, and a staff of opticians with over 150 years of combined experience. We only use the highest quality products and cutting edge technology to bring you the best in vision. We currently have two offices serving both Lincoln, NE and Grand Island, NE.