ittingBox was born in 2006, when cousins Ariel Choukroun and Benjamin Hakoun challenged themselves to successfully reinvent the traditional in-store mirror, and create a virtual one. This was after Ariel realized he needed Benjamin’s help with his next glasses purchase, because he couldn’t see himself in the optician's mirror! They set themselves the goal of improving the customer experience of others like Ariel, and those searching for their next pair of glasses in general. They also aimed to use this innovation to boost business for eyecare professionals.