FEBRUARY 2011 - National Eyecare Group

Vision Now 

A National Eyecare Group Publication 

FEBRUARY 2011

Now, bio-inspiration is advancing lens care, too. 

WHAT IS BIO-INSPIRATION? 

Bio-inspiration is a discipline that studies and 

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It’s how the butterfly’s wing led to more 

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For more information on this remarkable new 

innovation, call your local Territory Manager or 

contact Customer Services: 

United Kingdom 

Tel: 0845 602 2350 

Fax: 0845 602 2351 

Republic of Ireland 

Tel: 1800 409 077 

Fax: 1800 409 083 

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Vision 

Now 

Vision Now magazine is published by Peekay Publishing Ltd for The PK National 

Eyecare Group Ltd, the UK's largest purchasing group for independent opticians. 

CONTENTS 

News 

2 Extended parameters for CIBA toric 

5 Kirk opens new flagship store 

7 New occupational lenses from Shamir 

9 Hoya unveils further incentives 

11 Sauflon builds up sales force 

15 Developing thoughts 

Focus on the end goal 

16 Product profile 

Tru Trussardi eyewear 

18 Business viewpoint 

‘Sales’ is not a dirty word 

21 NEG conference 

Warm welcome at freezing Blenheim 

24 BCLA 2011 

Free places for new delegates 

26 Style spotlight 

Keeping up with the Goldsmiths 

28 Suppliers’ directory 

EDITOR Nicky Collinson BA (Hons) 

nicola.collinson@nationaleyecare.co.uk 

EDITORIAL PA Sharon Hicks 

s.hicks@nationaleyecare.co.uk 

FASHION EDITOR Joan Grady 

jgparischats@wanadoo.fr 

BUSINESS EDITOR Philip Mullins FBDO 

p.mullins@nationaleyecare.co.uk 

DESIGNER Rosslyn Argent BA (Hons) 

PUBLISHER Michael C Wheeler FCOptom DipCLP FSMC FAAO 

The PK National Eyecare Group Limited 

Managing Director: Michael Daunt 

Clermont House, Cranbrook, Kent, TN17 3DN 

Tel: 01580 713698 Fax: 01580 713450 

G&B Printers 

Unit 4, Mount Road Ind. Estate, 

Mount Road, Feltham, Middlesex, TW13 6AR 

Tel: 020 8755 1822 E-mail: info@gbprinters.co.uk 

Comment 

Welcome back to your monthly copy of 

Vision Now and a belated Happy New 

Year to all. You could be forgiven for 

having a touch of the New Year business 

blues if you’d heard the latest warning 

from insolvency specialists, Begbies 

Traynor, that sectors exposed to 

discretionary spending are likely to see an increase in 

business failures during 2011. If you include the purchase 

of eyecare services within that bracket, then the optical 

sector could be in for a rocky ride. 

With this in mind, Lee Williams of Academy Eyewear writes 

in this month’s issue about the importance of implementing 

a practice sales strategy (page 18). Somewhat contentiously, 

Lee is urging independents to ‘wake up and smell the 

coffee’ and ensure that all practice staff are clued up on 

the sales process for the sake of the business. In a special 

news feature (page 13), we highlight the recently launched 

Bosanquet report calling for the transfer of hospital eyecare 

out-patient services into the community. This would, of 

course, offer optometrists a great opportunity to expand 

their role in primary healthcare. Two different approaches 

that could help you protect your business. 

If you were one of the brave souls who joined us at freezing 

Blenheim Palace in November for the Group’s first-ever 

conference and exhibition, then we’d like to thank you once 

again for helping to make the day such a success. For 

those members who were unable to make it, we feature 

a full report on page 21. The Group is hoping to run the 

conference again this year, so do please let Phil Mullins 

know if you would be interested in attending. 

There’s been a huge amount of activity by many of the 

Group’s suppliers since we’ve been away, so you should find 

plenty to pique your interest in this month’s News section. 

Also, don’t miss our product profile on an exciting new 

collection from Charmant – Tru Trussardi eyewear (page 16). 

Finally, if you do have a touch of the New Year blues, then don’t 

forget that a free break at one of the Group’s holiday villas could 

be just what you need. Visit www.nationaleyecareroup.co.uk to 

find out how you could be putting up your feet for a week in 

Tenerife or Cornwall – whilst, of course, working on that allimportant 

business plan… 

Yours, 

Nicky Collinson 

Editor 

Vision Now 

The Editor welcomes letters, articles and other contributions for 

publication in the magazine and reserves the right to amend them. 

Any such contribution, whether it bears the author’s name, initials or 

pseudonym, is accepted on the understanding that its author is 

responsible for the opinions expressed in it and that its publication 

does not imply that such opinions are those of The PK National 

Eyecare Group Ltd. Articles submitted for publication should be 

original, unpublished work and are accepted on the basis that they 

will not be published in any other journal. Acceptance of material 

for publication is not a guarantee that it will be included in any 

particular issue. 

Copyright © 2011 for Peekay Publishing Ltd. All rights reserved. No 

part of this publication may be reproduced or transmitted in any form 

or by any means, including photocopying and recording, without the 

written permission of the publishers. Such written permission should 

also be obtained before any part of this publication is stored in a 

retrieval system of any nature. 

Photo by courtesy of Nigel Hawks.

2 NEWS 

NEWS 

1 CIBA Vision 

More than 4,000 parameters to choose from 

Air Optix for Astigmatism contact lenses now offer practitioners the means 

to satisfy nearly all of their astigmatic patients, according to CIBA Vision. 

The new, wider range has around the clock axes in 10˚ steps with 4,104 

parameters to choose from. “Because of its exceptional comfort and 

performance, Air Optix for Astigmatism has become the first choice lens for 

many UK and Irish practitioners,” said Mark Draper, CIBA Vision head of 

professional affairs. “Now with around-the-clock axes, even more patients 

can benefit from this high-performing lens.” 

Air Optix for Astigmatism lenses combine a Precision Balance 8|4 design 

with a highly breathable silicone hydrogel material, which is said to result 

in a healthier and more comfortable contact lens option that provides 

consistent clear vision. The lenses are reported to transmit up to seven 

times more oxygen than leading low Dk/t hydrogel toric lenses to help 

protect contact lens wearers from the symptoms of corneal oxygen 

deficiency for whiter, healthy-looking eyes. They are approved for daily 

wear and recommended for monthly replacement. 

2 Silhouette UK 

Silhouette’s new Painted Line 

collection features horizontal 

stripes across a wide, matt temple. 

The stripes contrast with the base 

colour to give the collection its 

name. Colours available in the 

range include Peacock, Grey 

Lagoon, Crystal White, Crystal 

Black, Blue Coffee, Ivory Aubergine 

and Brown Kiwi. Produced using the 

lightest and most flexible plastic in 

the eyewear industry – SPX – 

Painted Line has no weighted or 

pressure points to provide wearer 

comfort all day long. The six models 

in the collection can be fitted with 

most lens shapes and, like all 

Striped detailing on new Silhouette collection 

Silhouette models, are made in Austria and 80 per cent handcrafted. 

3 Rodenstock UK 

Dietmar Rathbauer and Rodenstock national sales manager, Ian Harrison, with Chris Jenkins 

and Kelly Bloomfield from Burnett Hodd & Jenkins 

The Dorchester Hotel in London was the setting for the annual Rodenstock 

Club Awards, which rewarded the winning practices from 2010. Practices 

competed throughout the year in a variety of product categories, with the 

overall Centre Of Excellence for 2010 being Burnett Hodd & Jenkins of 

Sidcup, Kent. Categories included Rodenstock premium lens products, 

sports lenses, Rodenstock frames and Porsche Design eyewear. Burnett 

Hodd & Jenkins were said to have showed tremendous loyalty to the 

complete Rodenstock portfolio of lenses and frames and managed to hold 

off close competition from runners-up, Coleman Opticians of Norwich and 

Martin Steels Optometrist in Storrington. The luncheon was served in the 

Dorchester ballroom where guests were entertained by star of Mock the 

Week and 8 Out of 10 Cats, comedian Alun Cochrane. 

During the event Rodenstock UK managing director, Dietmar Rathbauer, 

explained new developments for 2011, including some key lens and frame 

debuts planned for Optrafair. Mr Rathbauer then went on to present the 

highlight awards and reward the top performing practices. In total there 

were almost 100 tickets available to win, with the winners jetting off to 

Athens to enjoy the sights and sounds of the city with the legendary 

Rodenstock Club hospitality. 

* Rodenstock has appointed a new management duo to lead the company. 

New CEO Oliver Kastalio has many years of global management experience 

and expertise in brand management with Procter & Gamble, while new 

member of the supervisory board, Peter Körfer-Schün, grew sanitary 

system manufacturer Grohe into a global brand. The full management team 

has put a 100-day plan into motion for the strategic further development of 

the company. 

4 Johnson & Johnson Vision Care 

February sees the return of the Vision Care Institute’s Vision for Life CET 

roadshow. This time, the roadshow will explore vision correction and 

preservation for patients of all ages, through a series of seminars and 

interactive sessions, which are free for delegates to attend. Key topics will 

include: prescribing for children in optometric practice; myopia control: can 

we really make a difference?; and the ageing eye. Delegates will be able to 

earn up to 11 CET points. The dates and venues are: 6 February, Austin 

Court, Birmingham; 7 February, Royal Armouries, Leeds; 10 February, Royal 

College of Physicians, London; 15 February, Watershed, Bristol; and 17 

February, the Lowry, Manchester. To book call 0845 310 5347. 

* Claire Ferguson is the new general manager for Johnson & Johnson 

Vision Care in the UK and Ireland. She joins the company from LifeScan UK, 

part of the Johnson & Johnson Diabetes Care franchise, where she was 

sales director.

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5 Hoya Lens UK 

Hoya is reporting high levels of interest from customers for its new 

premium lens, Eyvia. This 1.74 high index lens option is for freeform 

designs, targeted at patients with higher plus or minus powers, “who want 

the very best cosmetic look”. Eyvia is only available with Hoya’s premium 

lens choices and the award-winning Hi-Vision LongLife coating, which is 

said to offer the highest degree of scratch protection. “Top material, top 

designs and top coatings – Eyvia 

really is top of the lens tree,” said 

Steve Roberts, Hoya Lens UK product 

manager. Dispensing tools, including 

lens thickness mats, patient leaflets 

and display cards are available via 

www.hoyanet.co.uk 

* Joanne Copeland has been appointed 

as Hoya regional training manager 

for the South and is available to provide 

in-practice guidance in promoting 

Hoya’s premium lenses and coatings. 

Joanne Copeland joins Hoya 

A graduate of optometry from Australia’s 

Queensland University of Technology, 

Joanne has worked in practice for several years. She is now 

visiting practices and training all staff in the benefits of dispensing 

premium lenses. 

6 Federation of Manufacturing Opticians 

The Federation of Manufacturing Opticians (FMO) is now seeking frame 

entries for its coveted Optra Awards, Frames of 2011, in preparation for 

judging in March by the Royal College of Art’s (RCA) fashion department. To 

be showcased at Optrafair (9-11 April) in a specially created gallery and 

featured on Optrafair TV, entries are invited for five categories: children’s 

frames, women’s ophthalmic, women’s sunglasses, men’s ophthalmic, and 

men’s sunglasses. “We are seeking the most fashionable, innovative, and 

inspiring frames that reflect the style of 2011 and these will be presented 

to an audience of thousands at Optrafair,” said Malcolm Polley, FMO 

chief executive. 

The fashion stylist judges, who will include 

Professor Wendy Dagworthy, head of the 

RCA’s School of Fashion and Textiles, are likely 

to focus on colour, design and a look that 

reflects the fashion mood of the moment, 

when judging the frames. The competition is 

open to all Optrafair 2011 exhibitors, 

who are allowed to enter frames in any 

category, with a £25 charge for each frame 

submission. All frames should be delivered 

to the FMO Offices, 199 Gloucester Terrace, 

Paddington, London W2 6LD by 1 March. For 

further information contact the FMO on 

020 7298 5123. 

7 Kirk Originals 

Optra Awards judge, 

Professor Wendy Dagworthy 

Kirk Originals celebrated the official launch of its new central London 

flagship store last month. Located at 6 Conduit Street, on one of London’s 

finest shopping destinations, the new store provides a fun, fashion-focused 

experience stemming from more than 20 years of passionate eyewear 

design. Its ground floor is devoted to frames and sunglasses with full eye 

examinations and fittings available in the basement. The store ambiance is 

stylish and contemporary taking inspiration from Kirk’s latest Kinetic 

collections, with huge in-store projections and a front window display 

featuring blinking ‘lenticular’ eyes that change as shoppers move around. 

NEWS 5 

The only place in the 

world where consumers 

can find the full Kirk 

Originals collection, each 

frame is displayed as a 

work of art. The store 

also stocks a selection 

of independent eyewear 

brands exclusive to the 

UK, including the Leisure 

Society, a new collection 

Kirk’s new flagship London store 

by Californian designer 

Shane Baum, and Undostrial, a colourful metallic range from Paris. Jason 

Kirk, MD of Kirk Originals, said: “We are extremely proud and excited 

about the new Kirk Originals flagship store. We wanted to create a fashion 

store that excites the shopper, provides a unique experience and ensures 

they leave with a pair of Kirk Originals glasses that makes them look and 

feel fabulous.” 

8 Mid-Optic 

Mid-Optic has added the 

Magnifeyes ready reader range 

to its Guide Dog product 

portfolio. This continues Mid- 

Optic’s commitment to the 

Guide Dogs for the Blind 

Association, with a donation 

made to the charity for every 

product sold. Magnifeyes ready 

readers are supplied in 15 clear 

lens designs and three sun 

Readers that support Guide Dogs 

reader designs with UV400 

lenses. Powers range from 

+1.00D to +3.00D, and Mid-Optic is donating 50p to Guide Dogs for every 

pair it sells. 

By purchasing a selection of 20 frames, customers will receive a free counter 

display unit showing the Guide Dogs branding. Alternatively customers may 

choose to purchase frames individually. Mid-Optic has recently sponsored its 

second Guide Dog puppy called Barley, through sales of its Guide Dog ready 

readers and Microfibre cleaning cloths. For further information call Mid-Optic 

on 01332 295001. 

9 BBGR 

BBGR customers who order any pair of 

Anateo progressive lenses before 31 March 

can receive a free upgrade to the 

company’s new progressive, Anateo Mio. 

The offer is available when ordering 

directly from BBGR, or via a preferred 

independent lab, and applies to any 

available Anateo Mio material/index/coating 

combination. Anateo Mio replaces Anateo 

PdM as BBGR’s flagship progressive lens. 

The company’s prescription progressive 

range is now 100 per cent digitally 

Rob Edwards joins BBGR 

surfaced, with a full range of traditionally 

surfaced BBGR progressives also available via opticians’ preferred 

independent lab. To order an Anateo Mio brochure, email Julie Whelan at 

whelanj@bbgr.co.uk 

* Rob Edwards has joined BBGR as area sales manager for London. Rob, 

who has spent the last decade in premium frame sales, said: “I'm thrilled 

to join BBGR at such an exciting time, with the launch of Anateo Mio certain 

to be one of 2011’s optical highlights.”

www.silhouette.com | design and quality made in Austria 

© Silhouette / valid until 01.2013

10 Marchon Eyewear 

Marchon has launched a new brand, Kiss&Kill, exploring the theme of 

opposites attract. Explaining the concept, Marchon stated: “The usual 

boundaries between classic and modern, male and female, conformism 

and transgression are torn down to give birth to a rich and varied 

personality.” In the first Kiss&Kill advertising campaign, photographer Ran 

Raven has depicted 

an angel and a demon 

side by side. The 

campaign comprises 

six shots and a 3D 

commercial, the first 

ever to be produced in 

the eyewear sector. 

There are 43 styles in 

Kiss&Kill sunwear featuring M3D technology 

the optical and sun 

collections combined. 

Various sun styles within the collection will be offered with photochromic 

M3D lenses, recently issued with a US patent. Marchon3D, a division of 

Marchon Eyewear, is using the patented M3D technology to roll out several 

lines of 3D eyewear for use in cinemas, 3D gaming consoles and 3D 

televisions and computers. The patent is directed to the curved lenses 

as well as the assembled frames and the method of manufacturing the 

curved lenses. 

11 Shamir UK 

Two new advanced freeform 

occupational lenses from Shamir – 

Shamir Computer and Shamir 

WorkSpace – will offer quick and 

simple dispensing solutions 

based on individual work 

environments and priorities, 

according to the company. 

Shamir Computer provides a 

wide field of vision up to five 

feet. For people whose work 

priorities are both mid-distance 

and near viewing, Shamir 

WorkSpace offers a depth of field 

up to 10 feet. 

“By providing optimal focus at just the right distances, with no need for 

squinting, head tilting or neck craning, Shamir Computer and Shamir 

WorkSpace also help alleviate the symptoms of Computer Vision Syndrome 

and its associated orthopaedic complications,” said a spokesperson from 

Shamir. “The good news for optometrists and dispensing opticians is that 

these occupational lenses are quicker and easier to order than ever 

before. Once the patient’s work habits are determined and the appropriate 

lens design chosen, just three other simple parameters need be included – 

patient’s prescription, fitting height and frame data – and the order 

is complete.” 

12 Novartis 

New occupational lens choices from Shamir 

Novartis Pharmaceuticals UK has launched Lucentis (ranibizumab) in the 

UK for the treatment of visual impairment due to diabetes, specifically 

diabetic macular oedema (DMO). It is the first licensed therapy to improve 

vision and vision-related quality of life in people with visual impairment due 

to DMO, said the company. Approval for this new indication for ranibizumab 

was based on data from two randomised Phase III trials, which 

demonstrated ranibizumab provided rapid, superior and sustained vision 

gains compared to the current standard of treatment. 

NEWS 7 

Nicholas Beare, consultant ophthalmologist at Royal Liverpool University 

Hospital and an investigator in one of the trials, commented: “It is great 

news for both clinicians and people with diabetes alike that ranibizumab is 

now available to treat DMO in the UK. Ranibizumab has the potential to 

transform the way we treat DMO in the UK. For the last 25 years, laser 

therapy has been the standard of care in DMO but it is not generally 

associated with visual improvement, whereas ranibizumab has been 

shown to produce a rapid and sustained improvement in vision.” 

13 Orange Eyewear 

Orange Eyewear has enhanced its own elegant Contessa label with a 

number of new face-flattering frames for mature women. Designed for 

women aged 40 and up, Contessa features a range of classic looks with a 

modern twist, together with delicate finishes and a variety of stylish side 

details. A number of frames also have the option of narrower side widths 

for those who find deeper, bolder sides too overpowering. Highlights of the 

new collection include model CON 105 (pictured) available in pink/lavender 

and gold/brown and featuring a subtle criss-cross design that flows into 

colour co-ordinated acetate sides. 

Styles fit for a Contessa 

Hanna Nussbaum, managing director of Orange Eyewear, said: “The 

Contessa range offers mature women a variety of options of classic looks 

with a modern twist, whilst also being eminently wearable and affordable. 

The latest additions reflect a growing desire for a versatile collection, which 

combines style and subtlety in varying eye-shapes and sizes. Contessa 

frames allow women to achieve a more fashionable, updated look in a soft, 

wearable way – and all at great price points.” 

14 British Contact Lens Association 

The British Contact Lens Association (BCLA) 

has launched a new leaflet for patients 

thinking about trying contact lenses, entitled: 

‘Wearing contact lenses’. The eight-page 

leaflet presents a series of common questions 

and answers to help patients decide if contact 

lenses are right for them, and which types to 

choose. Questions include: what are the 

benefits of contact lenses?; can anyone wear 

them?; and what type of lens is best for me? 

BCLA president, Shelly Bansal, said: “All BCLA 

patient leaflets are designed to supplement 

and reinforce advice given by contact lens 

practitioners. Our latest leaflet will be 

invaluable in promoting successful contact 

lens wear, and helping new wearers to make 

the right decisions about lens wear and care New BCLA leaflet available 

along with professional guidance from their 

contact lens practitioner.” BCLA patient leaflets, including ‘Looking after 

contact lenses’ and ‘Buying contact lenses’, can be ordered by emailing 

jkelly@bcla.org.uk, by downloading an order form from the website (BCLA 

members only) or by calling the BCLA office on 020 7580 6661.

THE 2011 LACOSTE COLLECTION IS AVAILABLE NOW! 

CONTACT OUR CUSTOMER SERVICES TEAM OR YOUR MARCHON REPRESENTATIVE 

TO ARRANGE AN APPOINTMENT TO VIEW THE NEW COLLECTION 0800 72 20 20 

Marchon UK Ltd · Unit 1 Weyvern Park · Portsmouth Road · Peasmarsh · Guildford · Surrey · GU3 1NA · T 01483 302 882 · F 01483 302 881· email.marketinguk@marchon.com 

Marchon UK Ltd · Unit 1 Weyvern Park · Portsmouth Road · Peasmarsh · Guildford · Surrey · GU3 1NA · T 01483 302 882 · F 01483 302 881· email.marketinguk@marchon.com

15 Dunelm Optical 

A new and improved website from Dunelm Optical will make it easier for 

customers to browse the company’s extensive frames portfolio online. 

With bigger frame photos 

that showcase the 

product in more detail, 

and a more user-friendly 

ordering system, the new 

site has been designed to 

improve the customer’s 

online experience by 

allowing people to search 

by optical or sun brand. It 

is also now simpler to 

order different frame 

colours and sizes. 

Peter Beaumont, director 

of Dunelm Optical, 

Less is more on new Dunelm site 

explained: “We’re really 

pleased with the look of 

the new website, and feel confident that our customers will agree. Not only 

is the functionality of the site much better, we’ve also let the pictures do 

the talking by making the site less text heavy. Clearer signposting makes it 

easier for people to navigate their way around the site, find what they want 

in a matter of seconds and click through to order.” 

With almost 900 frames in the Dunelm portfolio to choose from, across 

designer ranges including Paul Costelloe, John Rocha, Janet Reger, and 

Dunelm’s own collections such as Julian Beaumont and Whiz Kids, as well 

as colourful cases and accessories, the new website offers a one-stopshop 

for optical and sun solutions. Visit www.dunelmoptical.co.uk 

16 Charmant UK 

Charmant has unveiled a new collection of Puma frames for 

spring/summer 2011. The new collection is designed for active sports 

people, who desire performance as well as fashion. Inspired by Puma’s 

motorsport legacy, the frames feature light, high-tech materials together 

with minimalist detailing to provide sleek surfaces and an aerodynamic, 

stylish look. For sport 

lovers with a flair for 

individuality, Fusion 

(pictured) offers a 

combination of metal 

and rubber materials, 

ergonomic design and 

clever colour highlights 

Light, high-tech designs from Puma 

on tips and temples, 

creating a comfortable fit for active wearers. Visit www.charmant.com 

17 Hoya Lens UK 

Hoya’s Vision Success Experience, or VSE, programme, has now attracted 

nearly 700 independents throughout the UK and Eire. The chance to win 

such prizes as a Kenyan safari, a sightseeing trip to Rome or a New York 

shopping spree, has been enhanced by a new announcement for 2011. 

Double point incentives will run during February for Transitions lenses, in 

April for Hi-Vision LongLife, and in July for Hoyalux iD LifeStyle. 

“We have announced these enhanced incentives well ahead of time which 

allows our independent partners to build in seasonal practice promotions 

and customer mailings for their patients,” said Paul Jones, Hoya Lens UK 

regional sales manager. “In supporting our customers to dispense more 

premium products, this brings very tangible benefits in terms of revenue 

and patient satisfaction. 

Open to new customers as 

well as long established Hoya 

independent partners, VSE 

bases the targets on each 

practice’s average sales 

figures, which makes it more 

realistic and achievable than 

similar schemes,” added 

Paul. For details telephone 

0845 3300984 or email 

vseteam@hoya.co.uk 

* Stafford optometrist, Jan 

Goodwin, won a trip to Center 

Parcs with her family thanks 

NEWS 9 

to a recent Hoya lens promotion, which rewarded 24 independent 

practices. Jan, who practises at Mincher-Lockett Opticians, qualified for the 

forest adventure treat through a Hoya promotion for iD FreeForm 

progressives with Hi-Vision LongLife coatings. 

18 Optrafair 2011 

Pre-show marketing, setting objectives and post-show follow-ups are key 

elements for Optrafair 2011 success, delegates to the recent Exhibitor 

Master Class were told. Frame, finance, lens, equipment, IT and accessory 

companies were all represented at the NEC day, which focused on what to 

do and what not to do to maximise opportunities at this year’s show (9-11 

April). Simon Naudi, managing director of Answers Training International, 

explained: “Be clear of the objectives for the whole team. No company 

needs people there who are just giving away brochures. First impressions 

count and you have 12 seconds to create that first impression with visitors. 

Of this seven per cent will be achieved through words, 38 per cent through 

tone and 55 per cent through body language.” He warned against eating, 

drinking and sitting down on the show stand, reading and using a laptop. 

www.optrafair.co.uk 

19 TD Tom Davies 

Jan receives her prize from Hoya 

area sales manager, Paul Esp 

TD Tom Davies chose German trade fair Opti, held in Munich last month, to 

launch its new TD Tom Davies Natural Horn collection. It will be offered first 

to existing accounts, enabling those opticians to offer made-to-order 

natural horn spectacles. This will be achieved through a new ‘couture 

service’ for horn, modelled on the existing Tom Davies couture service for 

individually designed frames in acetate or titanium. A new area has been 

dedicated to the buffalo horn service at www.tdtomdavies.com 

Tom Davies, CEO, commented: “Light, strong and hypoallergenic, buffalo 

horn is a traditional frame material that is perfectly suited to our highly 

regarded luxury frame service. Opticians will be able to purchase our TD 

Tom Davies natural horn sheets in a unique kit. This means the customer 

gets to select the material for their frame themselves. Each frame will be 

delivered in a personalised 

box with a nameplate, made 

from parts of the horn sheet, 

and engraved with the 

customer’s name. Other parts 

of the sheet from which the 

frame is cut, can be used 

to produce handcrafted 

matching cufflinks. It’s a 

whole new concept, and I 

believe it’s a very exciting 

offer for opticians who wish to 

Luxury service extends to new horn collection specialise in horn.”

More choices for more astigmats. 

1 * 

Fitting AIR OPTIX ® for ASTIGMATISM 

contact lenses is now even easier. 

New wider range – with 4,104 parameter 

combinations to choose from. 

DK/T (@-3.00DS) 108 

SPHERE POWERS +6.00 TO -6.00 (0.25 STEPS) 

-6.50 TO -10.00 (0.50 STEPS) 

CYLINDERS -0.75, -1.25, -1.75, -2.25 

AXES AROUND THE CLOCK IN 10° STEPS 

AVAILABLE 

NOW 

COMPLETE 

PARAMETER 

COMPLETE 

PARAMETER 

Available now 

RANGE 

RANGE 

with around the clock axes 

*Compared to previously available AIR OPTIX ® for ASTIGMATISM lens parameter range. 

Important information for AIR OPTIX ® for ASTIGMATISM (lotrafi lcon B) contact lenses: For daily wear for near/far-sightedness and astigmatism. Risk of serious eye problems (i.e., corneal ulcer) is 

greater for extended wear. In rare cases, loss of vision may result. Side effects like discomfort, mild burning or stinging may occur. 

Reference: 1. Based on the prevalence of refractive errors presenting to U.S. ODs surveyed in 1999 and calculation of residual astigmatism (of � 0.62D); CIBA VISION data on fi le, 2009. 

AIR OPTIX, CIBA VISION, the AIR OPTIX logo and the CIBA VISION logo are trademarks of Novartis AG. © CIBA VISION (UK) Ltd, a Novartis company, 2010. 

AIR OPTIX ® FOR ASTIGMATISM CONTACT LENSES

20 Optoplast Actman Eyewear 

Customers of Optoplast Actman Eyewear can now order new stock, parts 

and marketing material online at www.oaeyewear.com. The site hosts 

the company’s entire catalogue of brands including Karen Millen 

Eyewear, Lambretta Eyewear, Reykjavik Eyes and Actman + Mico. An 

advanced frame search 

facility allows customers 

to find frames for specific 

requirements quickly and 

easily – searching by 

eye size, colour, material 

and gender. 

“We’re always looking for 

Online ordering facility launched 

ways in which we can 

support our customers and 

by giving them the option to order their eyewear via the internet, we can help 

them reduce costs and improve efficiencies in practice,” said director Andrew 

Actman. “We want to take any hassle out of ordering and by making our entire 

inventory available to order online, at anytime. It’s simple, swift and convenient.” 

21 Vision Aid Overseas 

Lenses that might have been scrapped within the lab process can now be 

put to good use thanks to a clever new utility frame, the VAO Star. 

Facilitated by long-term Vision Aid Overseas (VAO) supporter, Frank Norville, 

the VAO Star frame has an identical left and right eye shape, which allows 

any lenses to be interchanged and even fitted either way up, thereby 

minimising the number of stock items needed to fulfil finished prescription 

spectacles by 50 per cent. VAO will be running a field pilot project with the 

Star frames in one of its programmes to determine their suitability for use 

in international development work. 

Mr Norville commented: “This 

is a great Green story for UK 

optical labs. We are urging 

them to retain lenses that 

might otherwise be discarded, 

particularly of higher powers. 

The new Star frame design will 

allow them to be fitted for 

either left or right eyes.” VAO 

has a free delivery service 

provided by DX to the charity’s 

headquarters in Crawley, which 

allows labs to transfer lenses. 

22 General Optical Council 

Newly appointed 

GOC chief executive and 

registrar, Samantha Peters 

VAO Star initiative to reduce lens waste 

The General Optical Council (GOC) has appointed 

Samantha Peters as its new chief executive 

and registrar. Ms Peters will replace interim 

chief executive and registrar, Satjit Singh, in 

March. She has worked in the health sector 

for 11 years, leading the British Society of 

Rheumatology, and British Health Professionals 

in Rheumatology. In these roles, and as chief 

executive of the British Youth Council, she 

has worked closely with an extended network 

of professionals and wider stakeholders, 

and has built robust policy, advisory and 

communications functions. 

Anna Bradley, chair of the GOC, commented: “I am really looking forward to 

Samantha’s arrival. We have a challenging organisational agenda and live 

NEWS 11 

in interesting times in the health sector. Samantha will give us the clear and 

personable leadership we need to take the GOC forward.” Ms Peters added: 

“I am delighted to be joining the GOC and look forward to helping it deliver 

its invaluable role in promoting high standards of optical care.” 

23 Sauflon 

Coinciding with its 25th year in business, and following a record-breaking 

year in terms of sales, Sauflon has unveiled its newly expanded UK sales 

force. Welcoming business development managers Jonathan Scott, Eva- 

Lucia Llewellyn, Andrew Webb, Pardeep Kalia and Paul Hardy to the team, 

the new appointments will see Sauflon’s sales force grow to 20 in the UK. 

For 2010, Sauflon reported a 40 per cent increase on lens sales year-onyear, 

following the successful launch of its silicone hydrogel range 

including Clariti Monthly and Clariti 1day. The company said the expansion 

of its UK sales team would allow it to build on its current success and 

increase customer coverage, as well as enable it to work more closely with 

customers on products and initiatives. 

From left to right: Andrew Webb, Eva-Lucia Llewellyn, Jonathan Scott, Pardeep Kalia, Paul Hardy 

24 Fight for Sight 

Fight for Sight is challenging all those in the profession and industry to get 

off the sofa this summer and cycle from London to Paris in just three days 

to raise vital funds for eye research. Pedal through historic towns and 

sleepy villages, ride across rolling countryside and cycle along the wide 

Parisian boulevards to finish at the city’s most famous landmark – the Eiffel 

Tower. Participants will have time to enjoy the sights, sounds and tastes of 

Paris before boarding the Eurostar back to London. Book your place in this 

sponsored cycle ride and help Fight for Sight to find ways of preventing and 

treating blindness and eye disease. For more information visit 

www.fightforsight.org.uk/fundraising or contact the Fight for Sight events 

team on 020 7929 7755 or email events@fightforsight.org.uk 

25 UltraVision CLPL 

UltraVision CLPL celebrated its 20-year 

partnership with German distributor, Bach 

Optic, recently during a special event at its 

head office in Leighton Buzzard. Bach Optic 

began distributing UltraVision contact lenses 

20 years ago and with UltraVision continuing 

to innovate and introduce more products, a 

strong partnership developed and a diversity 

of products is now available to German 

practices. Bach’s CEO, Jürgen Schofeld, and Twenty-year partnership celebrated 

Karin Pintore, specialist lens sales advisor, 

visited UltraVision’s head office where J. Keith Lomas, UltraVision’s CEO, 

presented them with a trophy to commemorate the 20-year partnership. 

Mr Lomas said: “It is fantastic that our distributors are so loyal to the 

company and our products that year on year they support our business 

and welcome new contact lens designs our R&D team bring to the market. 

It is with this support that we are able to constantly move forward with 

R&D, benefitting our customers and, importantly, their patients.” Jürgen 

commented: “The team at Bach Optic and myself send many thanks for the 

20 year trophy. We are all delighted and look forward to the next 20 years 

and to a powerful common business”.

Community eyecare could achieve a high quality service 

at a reduced cost by transferring hospital out-patient 

services into the community. 

That is the thrust of a recent report by Professor Nick Bosanquet and the 

Optical Confederation in response to the government White Paper, ‘Equity 

and excellence: liberating the NHS’, in 

which there was little mention of 

Liberating the NHS: 

eyecare services. Professor Bosanquet’s 

report, entitled ‘Liberating the NHS: 

eye care – making a reality of equity 

and excellence’, argues that an 

estimated one third of out-patient 

follow-up appointments could be 

delivered in local optical practices, 

which would reduce the burden on 

over-stretched hospitals. 

Professor Nick Bosanquet 

Report advocates roll out of local 

eyecare schemes 

Professor Bosanquet, of Imperial 

College London, presents the case for 

more community eyecare, which 

would help ensure that eye conditions 

were detected and treated early, 

reducing the high level of avoidable 

blindness and creating an estimated saving of up to £4bn a year. He calls 

for policy makers to enable optometry to have a bigger role in achieving the 

government aim for high quality local healthcare services at a reduced 

cost, identifying community eyecare provision as a ‘model service’, which 

already exemplifies the ambitions of the NHS White Paper. 

The report urges the NHS Commissioning Board to commend to GP 

commissioning consortia the early adoption of the LOC Support Unit 

Glaucoma Referral Refinement and Ocular Hypertension Monitoring 

Pathways, which have been hailed as ‘flawless’ by the National Institute for 

Clinical Excellence (NICE) and have been endorsed by the Joint Committee 

of the Royal College of Ophthalmologists and the College of Optometrists. 

Professor Bosanquet also calls for the rapid confirmation by NICE of 

national quality standards/pathways for: 

● Stable glaucoma management in the community 

● Primary eyecare assessment and referral services in the community 

● Cataract direct referral and post-operative management in the community 

● Low vision services in the community 

● Stable diabetic retinopathy management in the community 

“Universal availability of these services would have the scope significantly 

to reduce pressure on hospital eye services, accident and emergency 

departments and GP services,” writes Professor Bosanquet. “These quality 

standards/pathways can easily be constructed from the successful LOC 

Support Unit and other local pathways which are already in operation, or by 

further development working with other interested stakeholders. It would 

be a simple task for NICE or the royal colleges to endorse them on behalf 

of the NHS Commissioning Board.” 

Meeting the sight loss challenge 

CALL TO ACTION 

over role of community eyecare 

According to Professor Bosanquet and the Optical Confederation, 

established local schemes across the country demonstrate that eyecare 

services can be delivered by optometrists in the community with the 

NEWS FEATURE 13 

same degree of quality and reliability, and with no increased risk to 

the patient. The Professor advocates the rolling out of these successful 

local eyecare services on a nationwide basis to make the best use of all 

available resources. 

“By 2050 the number of people living with sight loss is set to increase by 

115 per cent to almost four million people, unless urgent action is taken 

now,” warned the Professor. “The NHS urgently needs to free up capacity 

in hospital eyecare services. Re-engineering eyecare services, as I 

propose, is the only way of meeting this challenge. This opportunity has 

been missed twice in the last decade. It is vital not to miss it again which 

is why I wanted to undertake this review. Eye health and eye care should 

be flagships for NHS reform.” 

John Baron MP, co-chair of the All 

Party Parliamentary Group on Eye 

Health and Visual Impairment, 

welcomed the report, saying: 

“Transferring hospital out-patients 

to the high quality care of 

optometrists could not only speed 

up their treatment but save the NHS 

billions of pounds a year. It would 

also free up hospital capacity to 

treat sight-threatening conditions.” 

Speaking more recently, at an Eye 

Health Alliance (EHA) parliamentary 

reception on 17 January, the MP 

added: “We need to act now to stop 

more people needlessly going blind 

due to undetected eye conditions. 

Eye health is often overlooked and 

Professor Bosanquet raising awareness at a 

recent parliamentary reception 

we must work together to change this. This important public health 

message must be taken seriously by national and local government, 

commissioners, and health and social care professionals.” 

Heather Marshall, EHA head of public affairs, added: “Sight is the sense 

that people fear losing the most and yet eye health is still an unknown issue 

for many people. We need to raise public awareness of eye health and 

highlight the importance of regular sight tests so that eye conditions can be 

detected and treated early.” 

For a copy of the report, email heathermarshall@aop.org.uk. Tell us what you 

think. Email your letters and views to nicola.collinson@nationaleyecare.co.uk 

Professor Bosanquet and John Baron MP (centre) with members of the Eye Health Alliance

Open to all NEG Members. 

Register now for the VSE 

incentive programme 

Which means you’ve already taken the fi rst step 

towards qualifying for a magical safari holiday 

in Kenya! 

This year we’ve created an even bigger, better selection of rewards, 

exclusively for you, our independent partners, with fi ve incentive levels 

to choose from. And we’re giving you individualised qualifying targets, 

to ensure your chosen rewards are within your reach! 

By now you should have received your VSE introduction pack containing 

your registration form to complete and return to us. If not, simply e-mail 

vseteam@hoya.co.uk and we will forward full details. 

Remember, if you return your registration form to us by the 8th October – 

we’ll give you your fi rst 20 VSE points FREE! 

vseregistration@hoya.co.uk 

Tel: 0845 3300984 Eire: 00 44 1978 663100 

www.hoya.co.uk

PRACTICE MATTERS 15 

Developing thoughts ●●●● 

Phil Mullins 

If our own research is anything to go by, the UK independent sector has 

held its own in the face of intense economic pressure and increasing 

competition from internet suppliers, supermarkets and multiples – all 

fighting hard for their piece of the optical pie. That’s not to say the 

independent sector hasn’t suffered its casualties; some businesses didn’t 

make it through the year and some opticians decided to call it a day and 

sell up to larger groups. 

So what can we learn from the last 12 months to help us make it through 

the next year and beyond? First we need to look at the market as a whole 

and where we sit within it. The supermarkets have spent the last year 

gradually increasing the speed with which they roll out their optical 

departments. They are clearly competing with internet suppliers and the 

multiples with free sight tests and complete spectacles ‘from £10’ (note the 

word ‘from’). This, in turn, has put great pressure on other ‘price only 

orientated businesses’. You just need to see the aggressive push by 

internet suppliers to have the PD measurement included as part of the 

prescription, making it easier for patients to order online. The multiples 

have continued to spend heavily on advertising and promotions; ‘two-forones’, 

up to 70 per cent off frames, half price spectacles and free upgrades 

have all been seen during the year. But what of the independent sector? 

Although some independents are still trying to compete with the big boys, 

offering cheap prices and promotions, most have realised that this really 

isn’t going to work as a sustained business model and are working on the 

personal service-led model. Having spoken with members across the 

country, the general feedback is that patients are leaving it longer between 

examinations and are only really spending when they have to, although reglaze 

rates are actually higher at the moment. This means that, unlike in 

previous years when a practice would be booked at least three or four 

weeks ahead, they may only be filling the clinic a day or so in advance. 

They are making sales and although turnover is slightly down, overall 

profitability is holding up. 

Getting back to basics 

Focus on 

THE END GOAL 

Well, we seem to have survived 2010 – despite it being 

described as one of the hardest trading years ever. 

So where to this year? Do we just tuck our heads down and hope we can 

survive, or do we look at what we offer and try to improve? I suggest the 

latter is the way forward because let’s face it, we’re in business to make 

money and be successful. First we need to look at what we offer, what our 

existing, and potential, patients are looking for and then match the two 

together. It was very interesting to listen to Andy Clark at our recent 

Building for Success conference at Blenheim Palace (see page 22 for a full 

report). He demonstrated what patients are truly interested in by comparing 

the number of hits certain optical-related searches had received during the 

previous six weeks; there was obviously a large hit rate for ‘spectacles’ but 

a surprisingly low hit rate for ‘cheap spectacles’. Again, there was a large 

hit rate for ‘contact lenses’ but hardly any for the specialist area of ‘sports 

vision’; there was a good number for ‘eye test/eye examinations’ but not a 

single one for ‘quality eye examinations’. This just shows that it’s the basics 

we have to get right; we need to offer a great service and good products at 

good prices, which doesn’t mean cheap. This is why, as a group, we have 

been working on a structure that enables members to purchase new 

technology products at the same price as standard products, thus enabling 

members to offer competitive prices. 

We need to look professional, with well-presented practices, up-to-date 

websites, easy-to-understand information and an approachable and 

united practice team. From the Saturday receptionist to the practice owner, 

everyone needs to be singing from the same song sheet. I’ve worked in 

practices where staff would say, “I don’t know, that’s not my job” or “I’m 

sorry you’ll have to wait to have a screw replaced because the dispensing 

optician is busy”; this is unacceptable. All staff need to work together to 

ensure that the patient experience is of the highest standard, that their 

needs are being met and that the end product, whether it be 

spectacles of contact lenses, is what they wanted and are happy to 

pay for. On page 19 of this issue, Lee Williams talks about implementing 

a sales strategy in your practice. Although ‘selling’ has historically been 

a dirty word for independents, having a sales strategy means you are 

equipped to implement the necessary techniques to get the most out of the 

selling process. 

Over the coming months we will explore more of these ideas, and how we 

can help you develop your business and build the independent sector.

16 

PRODUCT PROFILE 

Trussardi – the quintessential Italian fashion brand 

From its early beginnings as an accessories producer specialising in leather goods, Trussardi has almost 100 years of experience in 

the fast-paced world of luxury clothing and accessories. 

Over the past century, this quintessentially Italian fashion house has 

become known as a purveyor of Italian chic. Constantly evolving and 

growing, the house of Trussardi today is a visionary in the fashion world 

with the brands Trussardi 1911, Tru Trussardi and TJ Trussardi Jeans. With 

the recent launch of Tru Trussardi eyewear, in partnership with the Charmant 

Group, the fashion house is set to embrace a new army of devotees with a 

passion for high quality, fashion-forward frames and sunglasses. 

Innovation and reinvention 

Since its establishment by Dante Trussardi in Bergamo in 1911, Trussardi 

has been regarded as the ultimate emblem of Italian aesthetics, luxury, 

craftsmanship and panache. The company’s attention to design detail and 

commitment to excellence attracts an exclusive global clientele. In the 

1960s, Dante’s grandson Nicola reinvented Trussardi as a luxury fashion 

brand through a diversification into clothing and accessories, the creation 

of the sleek greyhound logo as the emblem for all Trussardi products, and 

in 1976 the opening of the first Trussardi boutique. The first ready-to-wear 

collections in the 1980s paved the way for a surge of activity in the 1990s 

with the opening of Trussardi stores and shops-in-shops worldwide and 

brand extension into an array of quality products. 

Current president and CEO, Beatrice Trussardi, continues the tradition of 

invigorating the Trussardi name. Trussardi 1911, an exclusive designer 

fashion label, and urban and casual brands Tru Trussardi and TJ Trussardi 

Jeans are recent innovative directions. In the arts, the Fondazione Nicola 

Trussardi holds free exhibitions of contemporary art and cultural events 

throughout Milan. In cuisine, Il Ristorante Trussardi Alla Scala, a two-star 

Michelin restaurant, and the bustling Café Trussardi specialise in Italian 

fine dining. The Trussardi Group represents a synthesis of Italian fashion, 

art and culture with vision, innovation and a commitment to excellence. 

Shared goals and ideals 

Launched in the UK last month, the debut spring/summer 2011 Tru 

Trussardi eyewear collection balances the elements of timeless heritage 

with high tech innovation. “Trussardi and Charmant share many of the 

same ideals including attention to detail, unmatched quality and 

craftsmanship and an overall striving for perfection in the products 

designed, their manufacture and their presentation,” said Masao Miyachi, 

president of Charmant. “The Trussardi eyewear range embodies our shared 

EYEWEAR 

ITALIAN HERITAGE 

MEETS HIGH 

TECH INNOVATION 

goals. Using our skills and experience as one of the leading international 

optical firms, we are dedicated to the creation of a tailor-made collection 

reflective of Trussardi’s luxurious style and heritage and complementary to 

the entire Trussardi product palette,” Mr Miyachi added. 

The inaugural collection of Tru Trussardi sunwear and optical frames 

epitomises everyday elegance, with styles targeted at men and women 

who enjoy dynamic metropolitan lifestyles. “The Tru Trussardi eyewear 

customer is confident in their individual style and searches for strong looks 

to complement their wardrobe,” said Louise Brunton, Charmant UK general 

manager. “Connoisseurs of quality, they also enjoy contemporary twists on 

the casual and the classic.” 

Signature sunwear shapes 

The sunwear line-up offers an impressive range of signature shapes that 

express the brand’s Italian legacy and showcase unexpected uses of 

leather and tailoring treatments. Louise explained: “A fresh mix and match 

of materials, including hard and soft, matte and glossy, warm and cold, 

creates interesting and tactile experiences for the coming seasons.” 

For men, the Tru Trussardi sunwear collection is inspired by the Urban 

Dandy, both in his rock and classic stages of development. The Rock Dandy 

frames tend to be bigger in size, square with generous rims and metal 

detailing like studs. TR12812 (pictured) features an acetate metal 

sandwich with real leather embedded on the bridge and temples. A belt 

Model TR12812 for men features leather on the bridge and temples

uckle from the main collection inspired TR12813, which also has a metal 

bridge topped with leather. The Classic Dandy group showcases retro 

shapes and elegant forms with leather detailing. TR12815 is a 

contemporary twist on the JFK shape. The vintage aviator has been 

updated with leather across the double bridge bar and along the outside of 

the temples in TR12818. 

Model TR12800 for women has an attention-grabbing gap between lens and frame 

Urban Wild Glam is the theme for the women’s Tru Trussardi sunwear 

collection. The Exotic City styles feature oversized, elegant and expressive 

shapes, custom-made acetate with exotic snakeskin patterns and braided 

end-piece and temple detailing taken from belts and bags in the company’s 

accessories collection. TR12800 (pictured) has leather details at the 

temple and bridge and an attention-grabbing gap between lens and upper 

metal frame. TR12801 has a leather pattern lasered in acetate onto the 

temple and all over the bridge. The Elegant Heavy Metal styles are 

distinctive, edgier shapes with snakeskin patterns in metal, 3D end-pieces 

clipped onto acetate, structured acetate that looks like wood and marble 

plus cold metal, and unusual mixes of materials that create new tactile 

surfaces: soft clear acetate contrasts with hard metal edges for example. 

TR12806 plays with different materials and has a metal bar on top of the 

frame with a lasered leather pattern, while TR12808 (pictured) features 

this lasered pattern in its metal end-pieces. 

Model TR12808 for women features a lasered leather pattern in its metal end-pieces 

Up-to-the-minute opticals 

The optical collection marries contemporary shapes with casual elegance 

and adds in a subtle nuance of Italian chic. “This collection is fresh and 

wearable for all trendy classic metropolitan types who like to underline 

their personal style with a hint of understated fashion,” said Louise. 

The women’s optical collection stands out for its subtle and smart detailing 

and design. Inspired by the latest trend of cat’s eye shapes, the women’s 

spectacles are slightly pointed but still classic and elegant, for example, 

Custom-made acetate is blended with a snakeskin pattern inside the temple of 

model TR12703 for women 

TR12703 (pictured) which features custom-made acetate with a snakeskin 

pattern inside the temple. The collection also offers a range of classic 

elegant shapes with subtle and discreet detail evocative of the brand’s 

heritage. As with the sunwear, a leather pattern is lasered into acetate or 

metal or as a colourful pattern inside the temple. Style TR12704, for 

example, features an end-piece in metal with a lasered leather pattern. 

The men’s optical range offers modern interpretations of classic shapes. 

These styles are geared up for self-confident men who appreciate fashion, 

demand quality and who like to use eyewear to express their signature 

look. The classic shapes feature Clubmaster like TR12707 (pictured) and 

vintage-inspired round forms such as TR12709, which perfectly balance 

material and colour. The styles are designed to be distinctive but not too 

brash, bringing out the Italian side in every man. 

Finally, the Trussardi 1911 eyewear collection incorporates the fundamental 

principles of this prestigious 

brand: quality, exclusivity, 

attention to detail, bold 

looks and incisive and fresh 

design. The styles are 

inspired by cult classics 

with a contemporary twist. 

Clear lines and subtle 

decorative details lend a 

sophisticated, understated 

look. The Trussardi 1911 

eyewear collection debuts 

with an exciting capsule 

range of sunwear styles for 

men and women. 

To find out more about 

the Tru Trussardi and 

Trussardi 1911 eyewear 

collections, contact Charmant 

on 020 8992 9222 or email 

sales@charmant.co.uk. Visit 

the new Charmant website 

at www.charmant.com 

PRODUCT PROFILE 17 

Classic shapes for men, such as model TR12707, are part of the offering 

The Trussardi 1911 collection debuts with a capsule 

range of sunwear for men and women

18 

BUSINESS VIEWPOINT 

‘SALES’ 

IS NOT 

A DIRTY WORD 

Lee Williams, owner of Academy Eyewear, urges members to view the sales process as an intrinsic part of continued business success. 

How many times have you said to yourself, as a New Year starts, ‘My staff 

need sales training’? How many times have you and your staff decided to 

carry on regardless, without having a sales strategy at the centre of your 

business? How many times have you reminded yourself that, for your 

patients, a visit to the optician is really about a professional service and has 

nothing to do with sales? Or does it? In this article, I will argue that by 

including an organised sales strategy in your business, you will ensure its 

prosperity without having to lower your professional or ethical standards. 

Let’s start again. Welcome to 2011 and, 

please, I urge you to ‘wake up and smell 

the coffee’. Whether you like it or not, 

many profession-based businesses are 

increasingly recognising that they have 

to use sales as a vital tool. These 

forward thinkers realise the sales 

process is an intrinsic part of business 

success, and plays a crucial role in team 

spirit and staff motivation. Many of you 

will be aware of this need to a greater or lesser extent, however, most of 

you without doubt will be avoiding the reality. We at Academy Eyewear 

believe that for you to prosper as an independent optician, you and your 

team need to establish a sales strategy that lies at the very heart of your 

business. Call it what you will – ‘sales’, ‘helping people to buy’, ‘a byproduct 

of your professional service’ – the crucial step is to embrace a 

‘selling culture’. You need to dispel the belief that somehow sales as part 

of the professional service is not that important. It is one of the most 

important aspects of your business. 

Overcome your fears 

My own business has sold to the profession for 15 years and I have walked 

through a practice door most days of those years. I have sat down and 

waited to see the decision maker, and I have always observed ‘the good, 

the bad and the ugly’. This is the phrase I use to witness the process of 

practice staff ‘helping people to buy’. In most cases, I witness the same old 

thing and recognise that not much has changed. One word that always rolls 

off the tongue is ‘demarcation’. This word shrieks at me every time I am in 

a practice. (Definition of demarcation: ‘The act of establishing limits or 

boundaries and/or of a strict separation of the kinds of work performed by 

different members of staff’.) The process of selling to patients is, by and 

large, passed on to staff with no sales training, in a business with little or 

no sales strategy. I have noticed practice owners/managers often reneging 

on their responsibility to arm both themselves and their staff with the 

necessary skills to execute the sales process, which in essence is the very 

process that keeps their business in business. 

Why is this behaviour so prevalent in the independent sector in the UK? 

Without doubt I am discussing this in general terms, but it doesn’t detract 

from the fact that at the core of UK optics there is a genuine fear of 

‘selling’. The message here is quite clear – we all need to stop frightening 

ourselves with the word, stop feeling that in some way ‘the sale’, ‘the 

helping people to buy’, will look after itself. It won’t. Take control of your 

business and its driving force – and that driving force is sales. If you are an 

independent practitioner on or nearby the High Street, it goes without 

saying that the highest levels of professional service must be of paramount 

importance to your business. However, the emphasis on sales must now 

come a very close second. The start of 2011 is as good a time as any to 

start to introduce a selling culture in your practice, regardless of its size. 

Skirting around the issue 

In April 2010 I participated in a well known buying group’s conference. It 

was great, in a lovely hotel with good food, etc. The whole message was 

about ‘surviving’ but each guest speaker skirted around the subject of 

sales. We had an athlete talk about ‘success’; we had a motivational 

speaker talk about, well, nothing; we had a so-called ‘marketing freak’ who 

talked a lot about ways to market oneself but with no real focus. Not one 

of them tackled the ‘dark art’ of selling. 

Everybody without exception served up the peripheral niceties; we had a 

succession of sickly sweet ways of not really serving up to the profession 

the fact that they really had to (in the end) roll up their sleeves and sell. But 

not one of these presentations got down to the nitty-gritty and made a case 

for sales, sales, sales. 

I waited the whole day and stupidly thought that the other presentations 

would lead to the ‘ultimate truth’ – that nothing happens until something is 

sold. But I was wrong – the ultimate truth remains unspoken and is avoided

even in a conference about survival in difficult times. The British, and 

particularly this profession, avoid the simple fact that the sales process 

makes the business tick and this is because, I believe, professionals are 

often in denial about it. 

Time to make a plan 

I understand that since the start of the recession, the number of sight tests 

carried out in England and Wales has fallen. This may be inaccurate so 

please prove me wrong. If I am right, common sense tells me there will be 

less opportunities to sell, therefore, common sense would also suggest that 

now is the time to recognise the importance of the sales process and sit 

down with your staff and plan a new sales campaign for 2011. By sales 

campaign, I don’t mean a succession of offers or a new designer brand that 

you will fall in love with only to ask the sales rep to take back. No, you need 

to organise a campaign that is about you and your staff, where all of you 

are active participants in ‘the sale’. 

Please try to start by breaking down ‘demarcation’; it’s endemic in independent 

practice and needs to be eradicated. See the sales process as just as 

important to you as the professional side, and you will see the success it 

brings. Scary isn’t it? But anything worth doing is worth doing well. I am 

sure most of you recognise that for years your business has had an 

imbalance. Deep down, you knew about it but because of an aversion to 

the word sales and what that word throws up in your mind, you really have 

done nothing about it. After all, most of you who chose to train in this 

profession probably did not appreciate how important the sales process 

would be to ensure the success of your business. 

Help yourself, help your business 

So, what’s next? Well, first of all you need to help yourself. You need to want 

to change your approach to sales and, most of all, you need to persevere 

with it. Listed below are some pointers to push you in the right direction: 

● Find a way to change your and your staff’s cultural view of selling 

BUSINESS VIEWPOINT 19 

● Break down the demarcated and mechanistic strategy you currently 

use; ensure everybody, including those in the consulting room, take 

responsibility for ‘the sale’ 

● Develop a ‘sales credo’ and/or a ‘sales mission statement’; re-visit it 

on a regular basis with your staff and ensure that everybody is 

meeting or working towards its requirements 

● Recognise that this cultural shift will ultimately benefit you, your 

business and your staff 

● See sales as part of the lynchpin of your business success alongside 

your hard won professional reputation 

● Recognise that if all members of staff sharpen up and refine their 

selling skills, your dependency on high profile brands will diminish; 

good sales people do not need brands 

● Make sure you measure it. Sales are easily measured objectively with 

regular management information. Do you know what your average 

dispense value and profit are? 

● Finally, measure yourself and your staff subjectively. For example, 

praise your staff, make them feel that they are part of your business’s 

success and, above all, reward them for reaching the goals you all set 

out together as a professional sales team 

Summary 

After years of being an avid supporter of independent practice, I can see 

clearly there is no better time to review the way you operate. A sales culture 

belongs at the heart of every business as a commercial philosophy, and 

optics is no exception. It is not something to be siloed off as a separate and 

demarcated department, and it never was. Whilst selling usually remains 

the domain of the dispensing optician or optical assistant, every member of 

staff has to appreciate the impact of their behaviour on the practice’s 

commercial success. You, as a business owner or manager, have a duty of 

care to organise and train your staff in sales. Positive, sales-orientated 

behaviour needs to exist at every level. Selling is just a word that 

stereotypes people and behaviour. However, for opticians, as with all 

service driven business organisations, sales skills arguably touch more 

aspects of a business than perhaps any other skill set. 

If you would like to have help with ‘sales’, email Lee Williams at 

lee@academyeyewear.co.uk or telephone 07899 727671. 

Do you agree with Lee on the subject of sales? Email your Letters to the 

Editor to nicola.collinson@nationaleyecare.co.uk

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NEG directors Mike Wheeler (left) and Michael Daunt brave the cold 

to welcome delegates to the conference 

In temperatures struggling to reach above freezing, more than 100 NEG 

members from as far away as Guernsey gathered at the beautiful and 

historic home of the 11th Duke and Duchess of Marlborough in Oxfordshire 

on Monday 29 November for the Group’s first-ever conference and exhibition. 

The conference, entitled ‘Building for Success’, offered delegates a full day 

of clinical and business presentations, the chance to catch up with friends 

and review some of the very latest product innovations from the industry’s 

leading suppliers. Delegates were able to gain up to five CET points, 

including via a poster trail organised by Sauflon. Thanks to the generosity 

of title sponsor, the CIBA Vision Academy for Eyecare Excellence, and 

headline sponsors, Bausch + Lomb, CooperVision, David Thomas Contact 

Lenses and Hoya Lens UK, there was no attendance cost for members. 

Product innovations 

After a welcome by Michael Daunt, NEG managing director, the day began 

with a presentation by Dr Katharine Evans of the University of Cardiff on 

contact lens solutions, entitled ‘Thinking inside the box’. Dr Evans talked 

about the latest solutions to come onto the market, including AMO’s 

RevitaLens and Bausch + Lomb’s BioTrue, and the benefits they offered 

patients in terms of comfort. Biocompatibility and being preservative-free 

were important factors to consider when recommending solutions, and 

many of the newer solutions offered these. Cleaning and disinfecting 

efficacy were also being improved with the introduction of dual disinfecting 

solutions, such as Alcon’s Opti-Free Replenish, which were bringing new 

standards of cleaning efficacy. 

Dr Evans went on to look at stand-alone and regimen testing for bacteria 

such as MRSA and acanthamoeba keratitis (AK) and said it was important 

that solutions did not promote cyst formation, as this was associated with 

NEG CONFERENCE REPORT 21 

AK. Moving onto compliance issues, Dr Evans told delegates that the US 

Food and Drug Administration had recently (August 2010) recommended 

that manufacturers remove the ‘no rub’ label from their products, with 

‘rinse and rub’ being the ideal lens cleaning procedure. She finished by 

urging delegates to look at the new solutions on the market to optimise 

patient comfort and promote success with contact lens wear. 

Next to the podium was selfconfessed 

freeform ‘geek’, Paul 

Bullock, head of professional 

services at Hoya Lens UK. Paul 

talked about the development 

of freeform manufacturing 

technology, how it worked and 

the benefits of freeform lenses. 

He said freeform took out the 

middle man by cutting out a 

number of steps used in 

traditional lens surfacing, 

meaning manufacturers could 

Listening to some interesting lectures 

be more intricate with their 

lens designs. When deciding which freeform lens to recommend, Paul 

suggested that delegates ask themselves the following: 1) what have I 

started with (i.e. a complete blank or a semi-finished progressive)?; 2) what 

part of the lens has been directly surfaced?; and 3) what are the patient’s 

requirements? Paul concluded by looking at the benefits of freeform 

lenses, which included them being dual surface designs with an inherent 

pantoscopic tilt. They also offered balanced view control to reduce 

peripheral aberration, and gave the patient optimal performance for their 

individual prescription. 

Patient management techniques 

Presentations took place in the Palace’s stunning Marlborough Room Breaking for a coffee and a chat 

A warm welcome 

ON A FREEZING DAY 

By Nicky Collinson, Vision Now Editor 

If there’s one thing the inaugural National Eyecare Group (NEG) 

Conference at Blenheim Palace demonstrated, it’s that the Group’s 

members and industry partners are a hardy bunch. 

After a coffee break in the Orangery and some time to view the 

exhibition, optometrist and UltraVision keratoconus consultant, 

Lynn White, took delegates through the modern methods of dealing with 

the irregular cornea, such as corneal cross-linking, and who 

to refer keratoconic 

patients to if not 

managing them in 

your practice. Lynn 

warned delegates that 

keratoconus was on 

the increase and was 

particularly prevalent 

in patients of Middle 

Eastern origin. This was 

having an impact on

Stepper UK 

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The magnificent Orangery hosted the accompanying exhibition 

the NHS and refractive 

surgery as more and 

more patients were 

being pushed out onto 

the High Street. 

Lynn explained that 

keratoconic patients 

could be managed 

with a wide range of 

soft contact lenses, 

which could have a 

significant impact on patients’ lives – a fact she demonstrated with a video 

presentation featuring patients whose sight had been significantly 

improved. She then talked 

about a new product that had 

just received CE approval – 

Keraflex – which ‘microwaves’ 

the cornea with the potential to 

regress keratoconus. Trials with 

the lens were about to begin in 

the UK, revealed Lynn. She 

concluded by recommending 

that delegates visit the 

Keratoconus Self Help and 

Support Group website 

(keratoconus-group.org.uk) for 

further information. 

With an hour and a quarter for lunch in the Orangery, delegates had ample 

time to visit the 20 plus exhibition stands and view the latest products 

designed to enhance practice business and patient satisfaction. After the 

break, Bournemouth optometrist Craig Wilcox entertained delegates with 

his unique insights into patient communication. He suggested delegates 

look at the ways 

they communicated 

with patients and 

learn how to take 

visual clues from 

the environment – 

after all, 93 per cent 

of communication 

was non-verbal. A 

wrong gesture could 

cost the bottom 

line, warned Craig, 

A well-deserved break for lunch 

so it was important 

to ‘listen’ with your 

eyes and ears and speak slowly to convey authority and trust. He advised 

delegates to use the history-taking part of the consultation to observe the 

patient, determine their communication style and then match it. Craig 

concluded by advising delegates to change the patient’s perception of 

value by offering a variable pricing structure and consumer education, and 

by reducing product prices to help differentiate consultation fees. 

Practice-building tips 

Keratoconus consultant, Lynn White, updates 

members on the latest research 

Next up was optometrist Andy Clark to present the day’s keynote address, 

entitled ‘The expert’s edge’. Andy’s formula for creating an expert’s edge 

was to find out what patients wanted, give it to them, find out how you did, 

and then repeat. He explained that while some practitioners might want to 

specialise in areas such as dry eye, the biggest internet searches he had 

found in the previous six weeks in relation to eyecare and eyewear had 

been simply for ‘spectacles’ or ‘contact lenses’. He urged delegates to 

analyse the market, look at demand, be excellent at what they did, but not 

to risk the business. Look at having a marketing budget and ask yourself if 

it’s worth it, he advised; charge realistic fees and actively raise awareness 

of your specialty. Andy surmised that the ultimate expertise was in good 

dispensing and members could get the ‘spectacles edge’ by using the tools 

NEG CONFERENCE REPORT 23 

of their trade, by being meticulous, realistic and enthusiastic, and by 

offering clear advice, guidance and added value. 

Following a final break for tea and coffee, Hugh Greenway of Reed Learning 

gave delegates some excellent tips on how to get the best out of the 

internet. These included typing into Google, ‘How to use Google’, and how 

to narrow your searches to specific sources. He advocated the use of sites 

such as Wikipedia and YouTube, but also to be responsible and question 

what you read. He described the internet as a multi-dimensional library, 

and recommended the use of social bookmarking sites such as 

delicious.com and rss (really simple syndication) feeds, as well as Twitter. 

The programme finished with a selection of cataract and refractive surgery 

pearls presented by consultant ophthalmologist, Mike Tappin of Ashford 

and St Peter’s Hospitals NHS Trust. His key take-home messages were that 

laser surgery has limitations, and that there was a bewildering choice of 

options for patients beyond laser surgery, such as laser and lens 

combinations. He said delegates could help their patients make the right 

choices by looking at factors such as age, expectation and risks. Other 

pearls included: clear lens extraction or presbyopic lens extraction were 

best for hypermetropes and presbyopes; toric lenses were good for corneal 

astigmastism; and accommodative lenses were best used on both eyes. 

Prizes and feedback 

At the end of the day, before delegates once again braved the Arctic 

weather to journey home, a draw was made for a selection of great prizes 

supplied courtesy of the Group and a number of exhibitors. The following 

members were winners: 

● Asa Slatford of Piccadilly Opticians, who won an iPad 

● Jenny Hamer of P&J Hamer Opticians, who won six sports frames and 

a stand from Lenstec 

● Graeme Mountford of GA Mountford, who won a Canon camera 

and printer 

● Mici Williams from Davies-Todd Opticians, who won a ladies 

Charmant watch 

● Shabir Ibrahim from SI Optical, who won a Charmant gents watch 

● Mr Bhundia from Alan Brunker Opticians, who won a Hoya Vision Care 

Centre software package 

● Graham Webster of Gregory & Seeley, who won an iPod Nano courtesy 

of CooperVision 

After the event, Phil Mullins, NEG business development director and 

conference organiser, said: “We were delighted with the support shown by 

all the members and suppliers who came to Blenheim, despite the 

exceedingly cold weather. I’d like to thank all our speakers for providing our 

members with such a wide range of interesting topics and so many useful 

take-home messages to implement in practice. We very much hope to 

repeat the conference again in 2011, and will keep members posted on 

the details.” 

Feedback forms collected at the end of the day from delegates and 

suppliers showed a positive response to the event. Comments from 

delegates included: “Excellent first event”; “A good well spent day”; 

“Excellent day, albeit chilly”; “Enjoyed the day thanks”; “Thank you for a 

very interesting and well presented day”; “At last – well done!” Comments 

from suppliers included: “Congratulations on completing your conference 

debut”; “We loved it and will happily be there again in the main hall”; “Well 

done, I thought on the whole it went well and you could not do anything 

about the weather”; “Thank you for such a great day at Blenheim. It was 

incredibly well organised and we really enjoyed taking part”. 

A selection of the conference presentations will be published in Vision Now 

during the course of the year. Members who would like to register their 

interest in attending future conferences can email Phil Mullins at 

p.mullins@nationaleyecare.co.uk

24 

BCLA 2011 

FREE PLACES FOR 

NEW DELEGATES AT 

BCLA 2011 

The British Contact Lens Association (BCLA) is offering 150 

free new delegate places for its 35th Clinical Conference and 

Exhibition, to be held at the Manchester Central Convention 

Complex from 26 to 29 May. 

Available on a first come, first served basis, the 150 places are for full 

BCLA members who have never before attended a BCLA conference. The 

weekend package includes a conference and exhibition pass for the 

Saturday and Sunday, one gala dinner ticket for the Saturday evening and 

3* hotel accommodation for Saturday night. The offer is available courtesy 

of New Delegate Sponsors – CIBA Vision, Johnson & Johnson Vision Care, 

Alcon, CooperVision, Bausch + Lomb and Topcon. 

BCLA president, Shelly Bansal, said: “We are extremely grateful to our 

sponsors who have made this unique offer possible. The Association is 

dedicated to ensuring its annual clinical conference suits the needs of all 

those with a passion for contact lenses. We look forward to welcoming all 

new delegates to BCLA 2011 and hope the event will be an experience to 

remember – both educationally and socially.” 

Applicants for the free new delegates package must be BCLA members, 

registered with the General 

Optical Council, General 

Medical Council or Irish 

Opticians Board and a 

resident of the UK or 

Republic of Ireland. The 

offer is not open to students 

or pre-registration students 

and will be withdrawn 

Finding out more about BCLA membership 

once 150 delegates have 

registered. Full terms and 

conditions can be found at www.bcla.org.uk or telephone 020 7580 6661. 

Something for everyone 

Having launched its 2011 conference scientific programme last month, the 

BCLA is gearing up for another action-packed conference and exhibition 

with plenty of new features to attract returning and new delegates, and to 

inspire the contact lens practitioners of the future. The aim is to provide a 

valuable learning experience for all delegates, whatever their level of skill 

and expertise, whilst providing a fun and relaxing social programme. 

BCLA 2011 is themed ‘Learn Today – Practice Tomorrow’. With a focus on 

education for all – the event will offer a host of new features with fresh and 

familiar faces on the programme, and a wide range of learning and handson 

events to join in. New features include: 

● Clinical Spotlight sessions, including an update on myopia control 

● Thursday evening non-clinical lecture on ‘Fun with visual illusions’ 

● Practical sessions for those new, or returning, to contact lenses 

● Exhibitor sessions in an exhibition pavilion 

● General health and contact lens wear session 

● First-ever session on corneal dystrophies 

● Top 10 Tips Trophy Challenge with the experts 

This year’s keynote speakers are: 

Relaxing at the 2010 Patron Sponsor’s evening event 

● BCLA Medallist Professor Mark Willcox (Australia) 

● Irving Fatt Memorial Lecturer, Dr Jacinto Santodomingo (Spain) 

● Professor William Ayliffe (UK) 

● Professor Jo Bonnano (USA) 

● Dr Kathy Dumbleton (Canada) 

● Dr Lisa Keay (Australia) 

To help the BCLA celebrate its 35th conference, Dr Kathy Dumbleton will 

give a personal account of her 35 years of contact lens wear in: ‘The BCLA 

and me: a contact lens autobiography’. As always, the free BCLA exhibition 

will be at the heart of proceedings. The doors will open on Friday 27 May 

for three days of action on and off the 50 plus stands showcasing the latest 

innovations. A new feature for 2011 is an exhibition pavilion where 

exhibitors can run short sessions over the full three days. The social 

programme will be as packed as ever, with ‘crafty arty’ events available for 

accompanying persons, and a Bollywood Ball on the Saturday evening that 

promises a glamorous and fun-filled night. 

Visit the BCLA website to download provisional conference programmes 

and to register your place. Contact the BCLA office on 020 7580 6661 or 

email conf@bcla.org.uk 

* The BCLA has launched a Facebook page – ‘BCLA 2011’ – where 

members and others can find out more, and chat about this year’s 

conference and other BCLA events. 

Contact lens learning among like-minded colleagues

Charles H. Bailey OD, FAAO 

There are 20 schools and colleges of optometry in the US, including Puerto 

Rico. All of the US educational programmes require a bachelors degree 

before one can be admitted to a school or college of optometry. All the 

schools require taking the nationally administered Optometry Admission 

Test (OAT). The OAT consists of four tests: survey of the natural sciences, 

such as biology, general chemistry and organic chemistry; reading 

comprehension; physics; and quantitative reasoning. As a result, most 

applicants take the test after their sophomore or junior year in college, 

allowing them to re-take the test and raise their score. 

Most schools require a set of similar prerequisite courses in undergraduate 

school. All require at least one year of biology or zoology, general chemistry, 

general physics, English and college maths. The additional courses that are 

required in virtually all programmes are: calculus, human anatomy, human 

physiology, organic chemistry, biochemistry, microbiology, statistics, and 

psychology. The few programmes, which do not require all of the courses 

listed, strongly recommend that the applicant take them all. 

Daunting graduate curriculum 

About one in three applicants nationwide are accepted. In some schools, 

the admission ratio is one admission for every seven to eight applicants. 

Being admitted is the first hurdle for potential optometrists after completing 

their prerequisites. The graduate curriculum is daunting. Earning the Doctor of 

Optometry degree requires successful completion of four years of postgraduate 

training, which is heavy academically for the first two years; the last two years 

are weighted to clinical patient care. Although many schools start with preclinical 

training in the first year, generally the first and second year are primarily 

devoted to didactics. Here at the Berkeley School of Optometry, California, 

students get their first ‘live’ patient care experiences late in their second year. 

The educational curriculum at Berkeley in the first year includes: anatomy 

and physiology of the eye; clinical examination of the visual system; 

geometric and physical optics; neuroanatomy and neurophysiology of the 

eye and visual system; visual perception and sensitivity; oculomotor 

functions and neurology; binocular vision and space perception; and 

eyecare business and professional management I. The second year student 

faces: a continuation of clinical examination of the visual system; infant 

vision; optics of ophthalmic lenses; systemic disease and its ocular 

manifestations; systemic pharmacology; diagnosis and treatment of 

sensory and motor anomalies; contact lenses: examination of the contact 

lens patient; and eyecare business and professional management II. 

In the third year, the student has a heavy load of patient care. Didactically, 

there are still a number of courses to be completed: advanced management 

NOTES FROM A BIG COUNTRY 25 

Becoming an optometrist 

IN THE US 

I know very little about the educational and licensing requirements for optometrists in the UK, so I thought that maybe 

you folks across the pond might know little about the process in the US. So, here we go. 

and rehabilitation of sensory/motor anomalies; diagnosis and treatment of 

anterior segment ocular disease; low vision; diagnosis and treatment of 

posterior segment ocular disease; eyecare business and professional 

management III. The fourth year of professional education is devoted to 

clinical experience. At Berkeley, approximately half the year the student 

gains patient experience in external rotations all over the US – such as at 

veterans hospitals, military bases and hospital based centres. The 

remainder of the year is spent in patient care at the university clinics, 

specialising in contact lenses, binocular vision, low vision and other areas 

of special interest. By the time Berkeley students have finished their predoctoral 

clinical experience, on average they have had more than 2,500 

patient encounters. 

Continuing the hurdles 

During their education, students must take and pass a series of 

standardised National Board examinations. These boards are divided 

into three parts. Part I of the National Boards is Applied Basic Sciences 

in which students are tested in anatomy, biochemistry/physiology, 

immunology/microbiology/pathology, optics and pharmacology. Part II 

covers patient assessment and management. Topics covered include: 

clinical presentation, clinical correlation of basic science principles, 

diagnosis/treatment/management and legal issues/ethics/public health. 

In Part III of the National Boards, Clinical Skills, candidates are tested on 

communication skills, affective skills, psychomotor skills, and clinical 

observation and reporting skills. 

Finally the student is ready for graduation, but there remains one more 

hurdle before the newly minted doctor of optometry is allowed to see 

patients on his/her own – state licensure. Most states have some sort of 

additional test that the applicant must pass in order to practise in that 

state. Unfortunately, we in the US do not have reciprocity in licensure, so 

the aspiring doctor must successfully satisfy each state’s individual 

requirements to gain a license to practise there. 

Although completing all of the foregoing ‘tests’ legally qualifies the 

optometrist to practise, many choose to apply for a residency to gain more 

in-depth experience in an area of interest. Most of the schools and colleges 

of optometry, the Veterans Administration and numerous medical schools 

offer post-doctorate residencies and fellowships. Special areas of 

concentration can be primary care, contact lenses, ocular disease, low 

vision and more. Residencies ease entry into a number of additional 

practice opportunities, such as teaching or academia, hospital-based 

practice, industry and other areas where specialty education care is 

needed and useful.

26 

STYLE 

From an illustrious past 

TO NEW BEGINNINGS 

By Joan Grady, Fashion Editor 

Other notable events for this burgeoning 

family business include the opening of a 

chic little boutique just off Portobello on 

All Saints Road, London, the successful 

launch of Claire Goldsmith Legacy 

eyewear, and the arrival of the 

designer’s second child this summer. 

That’s a lot to pack into five years. 

“Some days it feels like fifty years,” 

declares Goldsmith with a laugh, “and 

what I’ve learned is that it takes five 

years to know what you are doing, and 

then five more years to make it better. 

“A business is made with people, and I 

have the best team,” continues Claire. 

“Zoë Cosby, who is retail manager of 

our boutique, knows about small 

businesses as her family owns Kent 

Brushes [the British firm that started in 

1777 and is known for its fine bristle 

brushes]. Retail is an important part of 

business, and brands are taking the retail aspect into their own hands. At 

first,” says Claire knowingly, “one store is your whole life, and then you can 

see how there could be possibilities for other shops. Even during a 

recession, opportunities do present themselves.” 

Sleek and smart interior 

The 600 square foot boutique is on two levels – the ground floor entry, 

where customers browse, and the basement area with two separate 

This month, Claire Goldsmith celebrates the fifth anniversary 

of the re-launch of Oliver Goldsmith Sunglasses. 

spaces, including the archive room. 

This is a haven for OG memorabilia and 

vintage acetate models. The walls are 

plastered with press clippings and 

photos of internationally recognisable 

film stars and artistic personalities, 

including Grace Kelly, Michael Caine, 

Audrey Hepburn, the Duke of Windsor, 

Peter Sellers, Diana Princess of Wales, 

Jackie Kennedy, Sophia Loren and the 

dashing London hostess and writer, Fleur 

Cowles. The signature book reads like a 

veritable international ‘Who’s Who’. 

The boutique is tastefully decorated in 

black and chocolate with shelving and 

display cases in white. Customers can 

try on a varied selection of styles, as 

well as browse through the archives 

on the lower ground level, where 

Claire Goldsmith, director of Oliver Goldsmith 

clients can choose from a beautiful 

selection of acetates for their favourite 

frame. A welcoming coffee or tea further enhances the warm atmosphere 

in this cosy space. Goldsmith and Cosby have also initiated a series of 

monthly events that have so far included a Pimm’s Week, where the iconic 

gin-based drink was served, plus a Hollywood themed event and afternoon 

high-tea – a favourite for British as well as foreign clients. Further themes 

will be introduced for 2011. 

“We also collaborate with local businesses in the area, and we are active 

on Facebook and Twitter. Social networking has been cracking as a 

Boutique with OG eyewear displays Oliver Goldsmith memorabilia and vintage frames

Michael Caine casts a protective eye on OG vintage frames and acetate 

marketing tool for us,” Goldsmith says enthusiastically. “There is also 

nothing like word of mouth,” she continues. “We have many people who 

come through the door and say that they were recommended by someone 

to come here.” 

Re-launching a legend 

Goldsmith’s grandfather and father 

were visionaries in their own era. In 

1968, long before the sonic boom 

of eyewear as an established 

fashion accessory, Goldsmith’s 

father said: “A well dressed person 

should have a wardrobe of glasses 

in the same way they have a 

wardrobe of handbags, hats, ties, 

cuff links or jewellery.” Although 

Claire grew up surrounded with 

the history of Oliver Goldsmith and 

its international status, it wasn’t 

her original intention to re-launch 

the brand. 

“Actually, I started this business 

because I wanted my own 

stationery cabinet. I’m really a 

paper addict,” she says jokingly. “Seriously, when I thought about what I 

wanted to do after university, I realised that there was already a brand in 

STYLE 

the family with a fabulous history.” So in 2005, she re-launched Oliver 

Goldsmith Sunglasses. “What really interests me is building a great 

company. Whether I made bags or mirrors, it would have to be the best,” 

she emphasises. Quality, with a capital ‘Q’ is her byword for OG glasses. 

“ Quality, with a capital ‘Q’ is her byword 

for OG glasses.” 

New directions 

Goldsmith is always grounded in the present, yet alert to future possibilities 

and developing trends. “We are going to introduce metals for the first time 

and Claire Goldsmith Legacy, the ophthalmic collection, has been very well 

received. CG is the new Goldsmith generation in eyewear.” 

Reflecting on the successful re-launch, Goldsmith says: “It’s not at all as I 

imagined. Nothing is what I expected it to be. It’s very important to have a 

plan, but be prepared to change it. The best results come when you work 

with the right people. Plus, it is so important to have total communication 

with your customers.” With her 

marketing and promotional 

background, Goldsmith is keen to 

expand. “Yes we are looking to 

expand, and have a shop in major 

cities. Having our own shop gives 

me comfort, while at the same 

time learning as much as we can. 

The one place I’d really like to be,” 

she says, “is New York. That is 

definitely a target city.” 

The energetic Goldsmith, with her 

mega-watt personality and smile, 

is certain to reach her targets. She 

is among the new breed of 

manufacturers and opticians who 

view optics with a broader 

perspective, with an emphasis on 

a direct connection with their 

customers. So as 2011 unfolds, it 

Claire wears an OG Icon design 

is an exciting time to contemplate 

how your practice can initiate, 

discover and put into action, directives that can develop your business in 

innovative and exciting ways. 

Sunglasses in presentation boxes Oliver Goldsmith signature book – a ‘Who’s Who’ of international luminaries who wear OG eyewear 

27

Vision 

PREFERRED SUPPLIERS’ DIRECTORY 

ACADEMY EYEWEAR 

Tel: 01225 865101 

Fax: 01225 862865 

academyeye@aol.com 

www.inface.com 

ALCON LABORATORIES 

Tel: 01442 341234 

Fax: 01442 341200 

GB.Visioncare@alconlabs.com 

www.alconlabs.com 

AMO UK 

Tel: 01628 551600 

Fax: 01628 551643 

www.amo-inc.com 

ASSOCIATED OPTICAL 

Tel: 01628 605433 

Fax: 01628 665077 

sales@assopt.co.uk 

www.associatedoptical.com 

ATLANTIC OPTICAL UK 

Tel: 02920 362136 

Fax: 02920 362137 

sales@atlanticoptical.co.uk 

www.atlanticoptical.co.uk 

�� 

�� 

�� 

�� 

�� 

�� 

�� 

BBGR 

Tel: 0844 880 1349 

Fax: 0844 880 1348 

sales@bbgr.co.uk 

www.bbgr.co.uk 

BIRMINGHAM 

OPTICAL GROUP 

Tel: 0845 2303020 

Fax: 0845 2308703 

sales@bog.co.uk 

www.bog.co.uk 

Now 

BOLLE SUNGLASSES 

Tel: 0208 770 1766 

Fax: 0208 770 1619 

www.bolle.com 

www.serengeti-eyewear.com 

BRULIMAR 

OPTICAL GROUP 

Tel: 0161 655 7000 

Fax: 0161 655 7002 

www.brulimar.co.uk 

CANTOR & NISSEL 

Tel: 01280 702002 

Fax: 01280 703003 

info@cantor-nissel.co.uk 

www.cantor-nissel.co.uk 

CARL ZEISS VISION UK LTD 

Tel: 0845 300 77 88 

www.vision.zeiss.co.uk 

eyewear 

Charmant UK Co Ltd 

Tel: 020 8992 9222 

Fax: 020 8896 0287 

Email: sales@charmant.co.uk 

www.charmant.com 

Shared Passion for Healthy Vision and Better Life 

BRANDS 

DAILIES AquaComfort Plus ® 

Focus ® DAILIES ® All Day Comfort 

Focus ® DAILIES ® TORIC 

Focus ® DAILIES ® PROGRESSIVES 

AIR OPTIX ® AQUA 

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AIR OPTIX ® NIGHT&DAY ® 

AIR OPTIX Individal TM 

Focus ® AQUA TM 

AOSEPT ® PLUS 

Call Customer Services 

0800 33 66 55 

www.cibavision.co.uk 

CENTRO STYLE LTD 

Tel: 01923 239267 

Fax: 01923 253951 

sales@centrostyle.com 

www.centrostyle.com 

CONTINENTAL 

EYEWEAR 

Brands: 

Cameo 

Jacques Lamont 

Jaeger 

Jaeger London 

Lazer 

Matrix 

X-eyes 

Zenith 

Tel: 0151 426 3907 

Fax: 0151 426 9340 

sales@continental-eyewear.co.uk 

www.continental-eyewear.com 

COOPERVISION 

Tel: 0870 9000 055 

Fax: 0870 9000 056 

orders@coopervision.co.uk 

www.coopervision.com 

DAVID THOMAS 

Tel: 01604 646216 

Fax: 01604 790366 

orders@davidthomas.com 

www.davidthomas.com 

DERIGO (UK) LTD 

Tel: 01923 249491 

Fax: 01923 249490 

www.derigo.com 

DIBBLE OPTICAL SUPPLIES 

Tel: 01634 880885 

Fax: 01634 540530 

barry@dibbleoptical.co.uk 

www.dibbleoptical.co.uk 

DIRTY DOG 

Tel: 01492 541004 

Fax: 01492 541213 

sales@dirtydog.biz 

www.dirtydog.biz 

DUNELM OPTICAL 

Tel: 01388 420420 

Fax: 01388 810101 

dunelm@dunelmoptical.co.uk 

www.dunelmoptical.co.uk 

EDWARD MARCUS 

Tel: 01226 764082 

Fax: 01226 755044 

sales@edwardmarcus.co.uk 

www.edwardmarcus.co.uk 

ESSILOR 

Tel: 01454 281281 

Fax: 01454 281282 

www.essilor.co.uk 

EYECLASS EYEWEAR U.K. 

Tel: 01383 623222 

Fax: 01383 629218 

eyeclass99@aol.com 

FABRIS LANE 

Tel: 020 8974 1642 

Mob: 07766 074932 

carl.branigan@fabrislane.co.uk 

www.fabrislane.com 

HENRY BEAUMONT 

Tel: 0116 251 8936 

Fax: 0116 262 4205 

info@henrybeaumont.com 

www.henrybeaumont.com 

HILCO EUROPE 

Tel: 0800 591150 

info@hilco.co.uk 

www.hilco.co.uk 

HOYA LENS UK 

Tel: 0845 330 0984 

Fax: 0845 330 0977 

enquiries@hoya.co.uk 

orders@hoya.co.uk 

www.hoya.co.uk 

INSPECS 

Tel: 01225 717000 

Fax: 01225 717001 

steve.nash@inspecs.com 

JOHNSON & JOHNSON 

Tel: 0870 6088990 

www.jnjvisioncare.co.uk 

LENSTEC 

Tel: 029 2088 3009 

Fax: 029 2088 9798 

office@lenstec.co.uk 

www.lenstec.co.uk 

STONE OPTICAL 

Tel: 029 2073 5293 

Fax: 029 2073 5915 

info@louisstone.co.uk 

www.louisstoneoptical.co.uk

Marchon UK Ltd · Unit 1 Weyvern Park, 

Portsmouth Road · Peasmarsh, 

Guildford, Surrey · GU3 1NA, UK 

T 01483 302 882 · F 01483 302 881 

email. marketinguk@marchon.com 

MARK’ENNOVY 

Tel: 0800 3280610 

Fax: 0800 3280649 

mkservices@markennovy.com 

www.markennovy.com 

MENRAD OPTICS 

Tel: 01635 32123 

Fax: 01635 38442 

menrad@menrad.co.uk 

www.menrad.com 

MID-OPTIC 

Tel: 01332 295001 

Fax: 01332 295158 

orders@midoptic.com 

www.midoptic.com 

NATIONWIDE FRAME REPAIRS 

Tel: 01706 369530 

Fax: 01706 628733 

Info@nfr.co.uk 

www.nfr.co.uk 

NORVILLE OPTICAL GROUP 

Tel: 01452 528686 

Fax: 01452 300551 

sales@norville.co.uk 

www.norville.co.uk 

NO. 7 CONTACT LENS 

LABORATORY LTD 

Tel: 01424 850620 

Fax: 01424 850650 

info@no7-contact-lenses.co.uk 

www.no7online.com 

For full details and terms 

offered to the membership 

please call 

01580 713698 

ORANGE EYEWEAR 

Tel: 0161 773 5555 

Fax: 0161 773 5544 

info@orange-eyewear.co.uk 

www.orange-eyewear.co.uk 

PENNINE OPTICAL GROUP 

Tel: 0161 477 8964 

Fax: 0161 477 6949 

pennine@pog.co.uk 

PERFORMANCE FINANCE 

Tel: 01536 529696 

Fax: 01536 310033 

www.performancefinance.co.uk 

PRO-OPTIC 

Tel: 01453 821120 

Fax: 01453 821055 

sales@pro-optic.com 

www.pro-optic.com 

RAWDON OPHTHALMIC 

Tel: 0113 2883094 

Fax: 0113 2883095 

enquiries@rawdonophthalmic.co.uk 

www.rawdonophthalmic.co.uk 

RIDGWAY OPTICAL 

Tel: 01295 678800 

Fax: 01295 678811 

www.ridgwayoptical.co.uk 

RODENSTOCK UK 

Tel: 01474 325555 

Fax: 01474 325537 

www.rodenstock.co.uk 

SAFILO UK 

Tel: 01423 520303 

Fax: 01423 530729 

sales@safilo.co.uk 

www.safilo.com 

SAUFLON PHARMACEUTICALS 

Tel: 020 8322 4222 

Fax: 020 8891 2622 

info@sauflon.co.uk 

www.sauflon.co.uk 

SEIKO OPTICAL UK 

Tel: 01452 610033 

Fax: 01452 638250 

orders@seiko-optical.co.uk 

info@seiko-optical.co.uk 

www.seiko-optical.co.uk 

SHAMIR UK 

Tel: 01954 785100 

Fax: 01954 782062 

info@shamirlens.co.uk 

www.shamir.co.il 

Tel: 01452 887 400 

Fax: 01452 720 004 

www.saeurope.co.uk 

www.kodaklens.co.uk 

SPEC-CARE LIMITED 

Tel: 01392 460806 

info@speccareservices.co.uk 

www.speccareservices.co.uk 

SPECTRUM THEA 

PHARMACEUTICALS LTD 

Tel: 01625 618816 

Fax: 01625 619959 

spectrumthea.co.uk 

STEPPER UK 

Tel: 01732 375975 

sales@stepper.co.uk 

TANT LABORATORIES 

Tel: 01279 653785 

www.tantlabs.com 

TOP VISION UK 

Tel: 0870 8402378 

Fax: 0870 8402379 

www.topvisiongroup.com 

DIRECTORY 29 

ULTRAVISION 

Tel: 01525 243603 

Fax: 01525 370091 

gill.narramore@ultravision.co.uk 

www.ultravision.co.uk 

VIVA EYEWEAR UK 

Tel: 01423 874466 

Fax: 01423 874499 

www.vivagroup.com 

YOUNGER OPTICS EUROPE 

Tel: +420 234 097 222 

Fax: +420 234 097 200 

www.youngeroptics.com 

Preferred Suppliers 

are suppliers who, 

by prior arrangement, 

offer members of the 

PK National Eyecare Group 

preferential terms. 

For full details and terms 

offered to the membership, 

please call 

01580 713698 

Directory listings 

are available 

free of charge to 

all preferred suppliers, 

with a larger listing 

available to 

Vision Now Advertisers. 

To make changes to the 

directory listings please call 

Sharon Hicks on 

01580 713698 

or email 

s.hicks@nationaleyecare.co.uk

Practice 

Management 

Software 

Multi level user log in | Patient Records | Practice Diary | Head office | Performance Indicators

FEBRUARY 2011 - National Eyecare Group

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