"We all have blue eyes."

So begins the website copy for Strōma Medical Corporation, located in shimmering Southern California. The site, which is positively littered with photographs of beautiful blue-eyed people, advertises a treatment that will permanently change brown eyes into blue.

"In the case of brown eyes, however, a thin layer of brown pigment covers the front surface of the iris (the colored part of the eye). The Strōma laser disrupts this layer of pigment, causing the body to initiate a natural and gradual tissue-removal process. Once the tissue is removed, the patient's natural blue eye is revealed."

As described by Strōma Medical, the ease of this new, non-invasive procedure, which takes just 20 seconds to complete, sounds positively futuristic.

Actually, it is.

Although founded in 2009, Strōma Medical is still a late-stage research and development company that appears to be in search of investors as much as it is in search of patients. Inventor and scientist Gregg Homer, a blue-eyed entertainment lawyer turned biology doctorate student at Stanford University, developed and patented the laser procedure and is hoping it becomes available in the United States within the next three years.

It took Homer a decade to figure out how to remove the brown pigment called melanin from irises and reveal the blue pigment that lies beneath the surface. "We use a laser, and it has tuned to a specific frequency to remove the pigment," Homer said to KTLA.

Patients will watch a short animated sequence while a computer-guided laser works its magic, The New York Daily News reported. "You won't feel anything," Homer told the paper. "Your eyes will get a little darker for the first week. Then in two to four weeks, they'll be completely changed."

After completing the treatment, which is expected to cost about $5,000, the brown pigment won't return, claimed Homer.

Homer expects his company will spend another year conducting research on the treatment to satisfy the requirements of multiple regulatory bodies. Still, he is confident the procedure doesn't cause tissue damage and, to date, no adverse events have been reported.

The procedure has only undergone limited study in humans; Strōma Medical will treat about 20 patients in an upcoming initial pilot clinical study. Upon successful completion of that pilot study, the company plans to treat about 100 patients in multiple countries and follow them for a predetermined length of time.

In a poll of 2,000 patients, Homer told The Daily News that 17.5 percent said they would seek the treatment.