The Optician Show - Optical Business & Marketing Podcast
It begins with a box of old frames. Jason tells the story of discovering his grandfather’s original frame designs after helping clear out his father’s optical practice — a moment that would eventually lead to one of the most distinctive independent eyewear brands in the world. From three generations of optical history to modern frame innovation, this is a conversation about legacy, courage, customer experience, and why independent opticians must never lose the magic of what makes them different. Jason shares the story behind Kirk & Kirk, the brand he runs with his wife Karen, and explains why their frames are made from a unique acrylic-based material called K-Lite — designed to give bold, colourful, personality-filled eyewear without the heavy feel. As Jason explains, the colour may be obvious, but the story is what makes the frame powerful. “You have to talk about the hundred years of history before they touch the frames.” This episode goes far beyond eyewear. Garry and Jason dig deep into what independent optics needs to do to survive and thrive in challenging times. They talk honestly about complacency, customer service, staff training, merchandising, the threat from online eyewear, the power of storytelling, and why too many practices are failing to communicate their true value. One of the big messages from the episode is clear: frames are not just functional. They are emotional. Jason says: “It’s easy to put a frame on somebody that looks good. But what’s not easy is to find a frame that makes somebody feel good.” That line sums up so much of this conversation. Great eyewear should help people feel taller, more confident, more themselves. It should not just help them see better — it should help them show up in the world differently. Garry shares how often he is stopped in the street, on the Underground, or on the bus because of his Kirk & Kirk frames. That leads into one of the strongest points in the episode: when patients love what they are wearing, they become walking adverts for your practice. “If your patients are raving about where they bought their frame, you can’t go wrong.” The conversation also tackles one of Garry’s favourite subjects: practice experience. From the way the phone is answered, to whether patients are greeted with a smile, to whether the outside of the practice is clean, every detail matters. Garry puts it simply: “A smile is an international recognition of welcoming.” And Jason brings the conversation back to the customer: “The customer comes first.” Together, they explore the difficult balance at the heart of optics: it is both healthcare and fashion. A patient comes in for clinical care, but they also leave wearing something on their face every day. The handover from the testing room to the shop floor should feel seamless, confident, and human. This episode is also a wake-up call for independent opticians. Jason says: “The independent optician is really under threat.” But this is not a negative conversation. It is a practical, passionate, and inspiring one. The message is not that independents are doomed — it is that they must communicate better. They must explain the difference between a £40 frame and a £400 frame. They must train staff. They must display frames with confidence. They must stop assuming the patient understands quality, craft, lens choice, fit, service, and story. As Garry says in the episode, many practices make the majority of their turnover from glasses, yet they often do not think deeply enough about how those frames are displayed, explained, and sold.
38 episodios
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