Behind the acronym DITAR, Digital Innovation Through Augmented Reality, lies a clear mission: to reinvent the eyewear purchase experience in the digital age. Founded by Alexandra Macsimov and Dan Tatar, visionary entrepreneurs, the company transforms a process that is often long and complex into a smooth and intuitive moment. With the solution, Optisuite, the in-store sales journey is digitalised while keeping the optician at the heart of the process.
“The goal is not to replace humans, but to give them the right tools,” insists Alexandra..
What sets Ditar apart? It’s putting technology at the core of the project. “If you saw our office… we have formulas on the walls, we tested the Vision Pro as soon as it came out!” Here, technology doesn’t stay on paper: it comes to life through concrete solutions. Ditar scans a face in seconds and suggests glasses in augmented reality, all with a simplicity inspired by Apple. “The key to success is simplicity.”
Of course, this ambition comes with challenges. One of the most striking moments for the company was the complete rejection of the first prototype, even when offered for free. “We had great technology, but no one wanted it. We had to rethink everything.” That moment of doubt could have ended it all — but instead, Alexandra knocked on every door. Literally. “I wrote to people, went door-to-door. Until one person told me: ‘Honestly, I don’t believe in it… but I have a project where your technology could help.'” That project was the starting point. It opened the way to other collaborations, allowing Ditar to adapt, pivot, and refine its solution thanks to real-world feedback
A conscious choice: “We built with our clients, not just for them.”
Being a woman in tech and entrepreneurship is not a trivial part of her journey. “With most of my clients, I’m the only female CEO. In my accelerator programme, I was the only woman selected.” On top of that comes a hectic daily life shared between early mornings, client meetings… and children’s homework. “The real challenge is juggling everything. With my husband, we’re a real team and I’m convinced that’s the key.”
From this experience, Alexandra draws three key lessons. The first: never give up, show perseverance. “I go in through the door, the window, or crawling, but I go in.” And the second, more personal: trust your gut. “My mentor taught me to listen to my gut. We often already have the answers inside us.” In a world of data, analysis, and algorithms, this inner compass remains, in her view, the most valuable one.
And finally, knowing how to surround yourself. Hosted at the EEBIC incubator, supported by hub.brussels and the imec.istart programme, Alexandra insists on the importance of support networks. “The Belgian ecosystem is a real asset for entrepreneurs.” These structures allowed her to grow from an improvised office in her children’s bedroom to a thriving company and today, she’s committed to helping others do the same.
At Ditar, innovation is meant to be bold, intuitive, and deeply human. When asked who she would dream of having dinner with, Alexandra smiles and answers: Michael Jackson, because after all, keeping a bit of dream and a dose of out-of-the-box inspiration can make all the difference. By sharing her story, she pays tribute to those who supported her and hopes to inspire others to follow the same path.
And what if the innovation of tomorrow lies precisely in that unique mix of technological boldness and intuition?
