Sterling Optical® in Rochester is proud to partner with these fine companies to bring you the finest in eyewear fashions to help you look your best. .... Our Sterling Optical® Stores are now accepting new patients. Call the store nearest you for an appointment with one of our doctors: Southtown Plaza Rochester – 585-424-5970 CVS Plaza, Farmington – 585-924-2550 Pittsford Colony Plaza, Pittsford – 585-383-8320 Greece Ridge Center Rochester – 585-227-6771 In Rochester, we accept Preferred Care, Blue Choice, Aetna, ViaHealth and most other insurance plans. Not sure what your policy covers? Just ask us. Our staff keeps up-to-date on policies, packages and changes.