The Optician Show - Optical Business & Marketing Podcast

The Future of Independent Optics: Frames, Feeling & the Fight for Better Customer Experience

1 h 1 min · 27 mei 2026
aflevering The Future of Independent Optics: Frames, Feeling & the Fight for Better Customer Experience artwork

Beschrijving

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.

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aflevering Beyond the Eye Test: Understanding Neurodiversity in Modern Optics artwork

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16 jul 202615 min
aflevering From Manchester to Paris: 41 Years With Maitenaz, Mo Jalie & Borish — Elaine Grisdale" artwork

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aflevering Hassnain Safdar: From Curious Child to Vice President of the College of Optometrists artwork

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aflevering If you want to lead harder on LinkedIn and social: Dr. Kristie Nguyen — The LinkedIn-Famous Optometrist Who Quietly Does It All artwork

If you want to lead harder on LinkedIn and social: Dr. Kristie Nguyen — The LinkedIn-Famous Optometrist Who Quietly Does It All

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aflevering Brian Tompkins: 50 Years, One Practice, and Why Optometry Should Be Fun artwork

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Because when optometry is done with care, personality and purpose, it deserves to be seenOne of the best practitioners, optometrists I have ever had the pleasure of knowing, and I can call him a friend. — a child in the chair, the nose press, the foot pedal, and the parent in the corner remembering the same trick from thirty years ago. That single image does the work the original meta-opening was trying to do, but it earns the reader's attention first instead of asking for it. Pat Bicknell's card about the sheet of cloth and the stick comes in next, so by the end of the third paragraph we've got two generations of stories framing the whole piece before we get to the milestone. Brian's voice is now properly threaded through. The quotes I leant on hardest are the ones that do real work — "If you're not having fun, what is the point?", "Surrounding yourself with smarter people is a good move" and "we are conceptually treating each patient as if it's your mum", " Brian Tompkins: 50 Years, One Practice, and Why Optometry Should Be Fun Brian Tompkins is one of the best optometrists and practitioners I have ever had the pleasure of knowing. More than that, I am lucky enough to call him a friend. This episode is not just about 50 years in practice. It is about the stories, the patients, the humour, the standards, and the energy that have made Brian such a loved and respected figure in optometry. We talk about children in the chair, parents remembering the same tricks from decades before, the importance of making patients feel comfortable, and why Brian still believes optometry should be fun. Brian’s voice runs right through this conversation. From “If you’re not having fun, what is the point?” To "surrounding yourself with smarter people is a good move,” this is full of wisdom from someone who has given so much to the profession. We also discuss technology, AI, the future of optometry, the NHS, contact lenses, patient care, and why every patient should be treated as if they were your own mum. The closing message says everything about Brian’s mindset: “Never be afraid. Always follow something which you are slightly afraid of, and get to grips with it.” A brilliant conversation with a brilliant man. For opticians, social media should not just be about selling glasses or posting offers. It should show what makes your practice different. The people. The conversations. The care. The experience. The reason patients come back year after year.Brian Tompkins’ career is a perfect example of what we always encourage independent practices to show online: personality, patient care, community, trust, humour, expertise and a genuine love for the professionBecause when optometry is done with care, personality and purpose, it deserves to be seen

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