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Firstly, figure out what kind of look you want; if you want something that you can put on and wear with anything, if you want something funky to only wear occasionally, if you want something extremely discreet, etc.
Secondly, look at different stores if possible. Figure out which ones comply with your budget and if they take insurance, if you have it. Note that glasses can be quite expensive when paid for out-of-pocket. It might be worth comparison shopping if you're looking at boutiques, as prices on lenses (not frames) often vary widely.
Thirdly, listen to whoever works there. They see all kinds of face shapes trying all kinds of optical frames, and they know what works on whom. Only bring in your significant other if you really don't care about how you look, because they're going to suggest what they want to see you in. Also, don't bring friends, because you will get nothing accomplished and the optical professional helping you will want to murder you all. There are limits here, though; my manager at the optical I used to work at was a giant hipster, and while he would usually mold his selections to what the patient wanted. In all ,choosing the suitable eyeglasses is good for you.