Vision Now October 2018

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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.

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News 4 7 9 11 13 15

Education consultation launched CLOs celebrate MECS achievement Burn appointed FMO vice chair Rebrand for Optrafair Dry eye solutions hits TV screens College conference line-up

15 An independent view A call to action

17 Developing thoughts One size doesn’t fit all

20 Company profile Two brands: one core message

23 Product profile FLEX just got better

24 Sight loss CET Seeing beyond the eyes

27 Company profile Family legacy lives on

28 Style Spotlight Smart sports eyewear: winning style

30 Suppliers’ directory @PK_NEG Editor

Nicky Collinson BA (Hons) ncollinson@nationaleyecare.co.uk

Editorial PA

Sharon Hicks s.hicks@nationaleyecare.co.uk

Fashion Editor

Joan Grady jgparischats@wanadoo.fr

Business Editor Phillip Mullins FBDO p.mullins@nationaleyecare.co.uk Design and Production

Rosslyn Argent BA (Hons)

Publisher

Michael C Wheeler FCOptom DipCLP FSMC FAAO

Editor’s comment There’s so much going on at the General Optical Council right now that it can sometimes be hard to keep up: 31 December marks the end of the current three-year CET cycle with an interim year to follow before a brand new scheme begins in 2020; the Council’s ongoing strategic review of education is set to lead to new learning outcomes for student OOs, DOs and CLOs, as well as independent prescribers and qualified practitioners; while a second interim chief executive has just been appointed to steer the regulator (and the profession) through all of these challenges and changes (see News page 11).

Practitioners and stakeholders are being given a say on the GOC’s proposed learning outcomes in a new consultation launching this month (see News page 4), including on the practical issues that will be involved in moving to a revised framework. In the meantime, the professional bodies await the outcome of the GOC’s consultation on CET, which closed on 11 September, in order to prepare their members for a new system that will help the optical sector “move with the times” and continue to effectively safeguard the health of the public.

As a CET provider, NEG will be keeping itself fully availed of changes and when they will come into effect – and will continue to support members with opportunities for professional development both clinically and in a business capacity – whether it be directly or via its Preferred Suppliers and partners in business. If you are still seeking CET points to complete your quota by the end of the year, then there’s still time to book a place on one of the NEG/Independents Day roadshows taking place towards the end of this month (see over for booking details). The evening events promise to be informative and educational, and the NEG team hopes to catch up with you there.

Nicky Collinson Editor 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 materialfor publication is not a guarantee that it will be included in any particular issue.

Copyright © 2018 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.

VISION NOW is published by Peekay Publishing Ltd for The PK National Eyecare Group Limited, Clermont House, Cranbrook, Kent TN17 3DN VISION NOW is printed by P&P Litho Ltd, Ashford, Middlesex TW15 1AB

Vision Now OCTOBER 2018

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NEWS 1

General Optical Council

The General Optical Council (GOC) is launching a three-month consultation on new proposed standards for education providers and learning outcomes for optical students as part of its Education Strategic Review (ESR).

Alistair Bridge, GOC director of strategy, said: “The draft standards are focused on outcomes to allow greater flexibility for education providers and encourage innovation. They will need to be accompanied by a robust approach to accreditation and quality assurance but we hope this new flexibility will make it much easier for providers to prepare students to meet the demands of patients in the future.”

The draft standards are designed to cover the full route to registration for students, both in teaching and in clinical practice.

Applying the standards will involve education providers working in partnership with other bodies, such as professional associations and employers, to provide improved clinical experience. The proposed standards and learning outcomes reflect and build upon the feedback obtained so far through both the GOC’s ESR and its CET Review. Find out more at www.optical.org

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Association of British Dispensing Opticians

A new flagship training and education facility for optics was officially opened by the Mayor of Birmingham, Andy Street CBE, last month. Established by the Association of British Dispensing Opticians (ABDO), the clinical facilities at the National Resource Centre (NRC) in Birmingham showcase the latest technology and a wide range of equipment for dispensing, refraction, contact lenses, screening, minor eye conditions services (MECS) and glazing.

The venue includes rooms ideal for practical examinations, with the potential to be opened up for conferences, seminars, training, revision and CET courses. There are also rooms for viva exams and smaller meetings, a fully functional glazing lab and 10 clinical bays equipped for refraction and contact lenses.

In August, the first cohort of contact lens opticians took and passed their MECS exams at the centre, run by ABDO in collaboration with the Wales Optometry Postgraduate Education Centre (WOPEC) (see News page 7).

Unveiling the NRC on 19 September, Andy Street said: “We welcome the decision ABDO has made to invest in the West Midlands, to create jobs across region and make the most of all the facilities Birmingham has to offer. This is a day of celebration and looking forward with great confidence to a bright future for both the National Resource Centre and the expanding role of the optical profession.” ABDO president, Clive Marchant, added: “This is a

Essilor has introduced a complete new Eyezen range of single vision lenses optimised for people whose digital habits force them to focus more intensively and repeatedly to adjust to close and variable distances, with frequent switching between devices and increasingly smaller and pixelated typefaces.

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Vision Now OCTOBER 2018

landmark for ABDO and the optical fraternity: a centre of excellence for training, examination and upskilling to advance the profession to embrace enhanced services and the rapid advancement in technology.”

ABDO occupies the top two floors of the Aqueous II building just outside Birmingham

Randeep Gill. “Eyes are also having to endure screen glare, and while indoors are exposed to harmful blue-violet light emitted by some modern light sources.”

Essilor

“This is creating a new breed of vision symptoms and our research shows that two out of three consumers say digital screens demand extra effort to see well, that three out of four suffer from tired eyes and 70 per cent complain about neck and shoulder pain,” said Essilor commercial director,

The Mayor and Clive Marchant cut the celebratory cake

The new range offers an exclusive power distribution technology called Eyezen Focus – an extra boost for each patient’s age and physiological needs – to relax the eyes from screens, cut visual fatigue and make small type more readable. “We introduced Eyezen lenses in 2016,” continued Gill. “But with this we are offering an enhanced everyday lens that relaxes the eyes, relieves the digital demand, protects against harmful UV and blue-violet light and gives a reading lift.”

One of the new Eyezen marketing images

A new consumer marketing campaign has been launched for the range.

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NEWS 4

Association of British Dispensing Opticians

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Charmant

Sumptuous and graceful: Line Art Charmant

Learning new skills at an ABDO extended services training day

A group of contact lens opticians (CLOs) is celebrating becoming the first in their profession to successfully pass the objective structured clinical examinations (OSCEs) in minor eye conditions services (MECS) and Goldmann applanation tonometry. Held on 29 August at the Association of British Dispensing Opticians (ABDO) National Resource Centre (NRC) in Birmingham, 22 CLOs took and passed the exams, run by ABDO in collaboration with the Wales Optometry Postgraduate Education Centre (WOPEC).

Commenting on their achievement, ABDO deputy chief executive, Barry Duncan, said: “Clearly this reflects well on the skill, dedication and professionalism of the contact lens opticians and provides all of them with an opportunity to work closely with optometrist colleagues in delivering enhanced services. It is an historic moment for the profession and further highlights the shift towards a multi-disciplinary team in a primary care setting, complementing each other’s skills and increasing the services they can offer.”

Currently, there are some 120 CLOs working their way through the WOPEC MECS and glaucoma repeat measures modules. The next ABDO extended services days (ESDs), attendance at which is a prerequisite to sitting the OSCEs, are being held on 20 and 21 November at the NRC. ESD delegates must have already completed all the required WOPEC modules, and it is envisaged that the next OSCEs will take place in the early part of 2019. For details, visit www.abdo.org.uk/events/abdo-extended-services-days

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The Line Art Charmant collection, inspired by the beauty and lightness of music, has been enhanced with the addition of three sumptuous and graceful new styles. The Vivace design expresses light and liveliness in temples made of Excellence Titan and a pressure-mounted formation. Two Duo looks feature differing frame materials and signature lines with decorative accents. All new styles come with added performance features: responsive nose pads that adapt to the wearer’s facial shape and enhanced temple tips that are pre-adjusted.

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Shamir UK

Shamir is celebrating its Enrich Life lenses with a three-month multi-pair competition, ending on 10 December. Both practices and patients can be winners, with £500 Love2Shop vouchers and a £500 Thomas Cook mini break voucher up for grabs respectively. Visit www.shamirlens.co.uk, where competition promotional items can also be ordered. This includes a competition box and entry cards for patients to complete as well as posters, desk cards and social media images.

Heidelberg Engineering

Due to popular demand, Heidelberg Engineering has reintroduced its Love Your OCT Guarantee offer, first launched at Optrafair 2018. “We are so confident that optometrists will love their Spectralis that if for any reason they don’t, whether they rent or lease, we will guarantee to take it back after 18 months with no further obligation,” explained Tosh Vadhia, general manager. “The Love Your OCT Guarantee provides peace of mind for the optometrist, allowing them to concentrate

on making more informed referrals and improving patient care in their community.”

New for autumn 2018 is the opportunity to purchase a refurbished Spectralis for a special discounted price. These refurbished units are also backed by the Love Your OCT Guarantee, a one-year warranty and a comprehensive training and marketing package. “The Love Your OCT Guarantee makes the same technology that is used on

the International Space Station accessible on the High Street,” Tosh added. “There’s a Spectralis for every practice. The worldfamous Spectralis imaging platform provides the versatility and clinical power you expect from the retinal specialist’s OCT of choice, whilst the Spectralis Spirit uses the same technology but features a streamlined user interface that is designed to make OCT easy and fast without sacrificing clinical accuracy and reproducibility.”

Vision Now OCTOBER 2018

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www.pennineoptical.co.uk

Model GFF0137

GF FERRÉ EYEWEAR

NEWS 8

Federation of Manufacturing Opticians

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Dunelm Optical

Qualified dispensing optician, Tanya Storey, has left her position at Shamir UK, where she had been head of sales for the past 11 years, to become commercial manager for lens and laboratory at Dunelm Optical.

David Baker, managing director at Dunelm Optical, said: “We are thrilled to welcome Tanya on board. Her depth of industry expertise will be an asset to both her colleagues and customers, ensuring the highest of standards are continually improved and maintained.”

Stuart Burn

Stuart Burn, managing director of Performance Finance, has been appointed vice chair of the Federation of Manufacturing Opticians (FMO). “It is an incredible honour to be appointed vice chairman of the FMO and I hope to continue the sterling work that my predecessors have started,” said Stuart, who replaces Krysten Williams as she prepares to move to Germany to become head of global marketing and education at Heidelberg.

“The FMO is currently facing challenges it has not seen in its 100-year history and I am sure it will draw on the strength of its membership and its very capable board to meet those challenges head on,” Stuart continued. “I am looking forward to helping to create an FMO that is efficient, forward thinking and fit for the next 100 years.”

* It was with great sadness that Dunelm announced the passing of CEO Peter Beaumont during the summer. In a

statement, the company said: “Peter passed suddenly but peacefully on Friday 17 August 2018.

He was a very wellknown and respected The late Peter Beaumont figure in the optical industry and will be sadly missed. Peter’s legacy will continue and Dunelm Optical will continue to be run as a family business by David Baker, managing director, and Oliver Beaumont, product development director.”

10 CooperVision At the recent British Contact Lens Association Asia Conference in Singapore, CooperVision presented the latest outcomes from its multi-year study assessing a specially-designed, dual-focus myopia control one-day soft contact lens in reducing the rate of progression of juvenileonset myopia. The lens is commercially available as CooperVision MiSight in select countries, including the UK. “Four-year results on the efficacy of our innovative myopia control lens represent a landmark in slowing myopia progression,” said Paul Chamberlain, director of research

Myopia lens study shows efficacy

programmes for CooperVision. “The treatment is continuing to work for children who have been wearing MiSight contact lenses for the entire study, and their axial length progression in this last year has slowed further. This illustrates the benefits of beginning myopia management as early as possible to maximise the benefit.” Read the study results at www.coopervision.com

11 British Contact Lens Association owners can adapt to overcome the commercial challenges that presents.

More than 500 delegates attended BCLA Asia

A ’seismic shift’ in the way practices do business should be embraced rather than feared – with new technology offering practitioners the opportunity to be ‘eyecare pioneers’. That was the key message to

emerge from BCLA Asia – a two-day conference held in Singapore last month.

The conference, titled ‘Surviving practice change’, examined the nature of a rapidly changing industry and how business

BCLA chief executive, Cheryl Donnelly, said: “Technology is advancing fast, both in terms of instrumentation, techniques and products available for eyecare professionals to enhance the life of our patients within eyecare. It is and will represent a seismic shift in day-to-day professional life. BCLA Asia was a platform to provide the tools for practitioners to embrace this change to deliver the best eyecare for patients in times of commercial challenge and best position themselves for future success.” * The BCLA has issued a call for papers for its 2019 clinical conference and exhibition.

Visit www.bcla.org.uk for details.

Vision Now OCTOBER 2018

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NEWS 12 Norville

14 Optrafair Exchange

ProGear Dash II Sportshades model S-1282 5

The next generation of ProGear Dash II Sportshades is now available from Norville.

Available in six afocal lens colours and to prescription, the new and improved ProGear Dash II Sportshades feature: temple ratchet swivels for two-way angle adjustment; temple tip holes to attach a head strap (included); improved nose pad for better comfort and grip; a wider bridge for improved fit and comfort; a modified lens shape and depth for a closer fit; and, depending on prescription, three-way glazing either direct, with adaptors or inset, covering a wide range of powers.

13 mark’ennovy

Rebrand for FMO’s flagship fair

The Federation of Manufacturing Opticians (FMO) has renamed Optrafair as Optrafair Exchange to reflect the show as ‘the’ place to exchange ‘knowledge, ideas and inspiration’.

The 2019 event, taking place from 30 March to 1 April at the NEC Birmingham, will incorporate fashion, ‘medicalisation’ and optics with new exhibitors and eight distinct CET streams including dispensing, contact lenses, health and lifestyle, and business.

FMO chairman, Andy Yorke, said: “Optics is changing. Innovation and adaptability are now more important than ever for optical professionals to future proof their practice.

The modern optician needs to diversify and invest, push the boundaries and explore new opportunities. As primary care providers, opticians are perfectly placed to seize the opportunity that is everywhere.

Positioning your High Street practice as a primary care provider for sensory health will more than double your potential audience overnight and will improve patient care.

Bespoke toric launched

Versa One Day Toric is being heralded by manufacturer, mark’ennovy, as “the world’s first madeto-order daily toric contact lens” that provides the widest range of spheres, cylinders and axes on the market. “From our beginnings, we have catered to the uniqueness of each eye, and differentiated ourselves by providing eyecare professionals with quality contact lenses that meet each patients’ individual needs,” said George Sarrouf, mark’ennovy’s chairman and CEO. Versa One Day stays true to mark’ennovy’s precision-based approach to contact lenses whilst establishing the brand’s presence in the fast-growing daily segment. Every Versa One Day lens is made-to-order to give patients an “unmatched astigmatic correction in a daily replacement”. The lens is now available to order in 30 and 90-day packs.

Andy continued: “Find out how you can increase footfall, balance clinical services with retail fashion, break through barriers to distributed care, discover new revenue streams to grow your practice and network with allied professionals and ophthalmologists to forge new patient pathways.” Over the coming months, a new marketing campaign will showcase all that Optrafair Exchange has to offer with the social media hashtag #AreYouReady?

Register at www.optrafair.co.uk

15 General Optical Council The General Optical Council (GOC) has appointed Lesley Longstone as interim CEO following the departure of Adam Sampson to take up a permanent CEO role at a charity.

Lesley joined the GOC on 17 September to provide interim cover while permanent CE, Vicky McDermott, is on a period of absence due to personal reasons. She was previously

CE of the Independent Police Complaints Commission and has held a number of senior roles in education, including as director general at the Department for Education.

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NEWS 16 International Eyewear

17 Thea Pharmaceuticals

Thea’s new website features patient testimonials

New TitanFlex model TF 820786 10

The latest TitanFlex styles from International Eyewear are where technology meets design.

Six new models have been engineered in Germany to incorporate high-tech design with ‘first-class’ comfort. Key designs 820785 and 820786 (winner of a 2018 Red Dot Product Design Award) form part of the TitanFlex Dynamic segment, the first frames to trial 3D imprinted temples in a high-tech structure with ultimate flexibility.

Designed for the Dynamic segment too are models 820777 and 820775, whose lightweight titanium construction along with 3D-lasered temple markings, offer wearers a winning combination of comfort and design. New additions 820790 and 820789, part of the TitanFlex Original segment, are modern successors of TitanFlex classics.

These reinventions are fully flexible, robust, light and economy priced.

Thea Pharmaceuticals has launched a TV advertising campaign for its Thealoz Duo eye drops.

The 20-second advert focuses on the symptoms dry eye sufferers experience, highlighting how Thealoz Duo offers a unique combination of ingredients that are clinically proven to relieve these symptoms, without the need for preservatives. The advert can be seen at www.youtube.com/watch?v=qBkgZ1FizUY and goes through the most common symptoms and why consumers need to consider a preservative free solution. There is social media activity around the brand too, along with point-of-sale materials for practices to harness the campaign, which runs until 14 October in the ITV Central region.

The campaign follows a successful year for Thealoz Duo and Thea as the company celebrates its 10th year anniversary supporting the UK with investment in education and innovation in eye health. The company has also launched a new consumer website at www.youreyehealth.co.uk, which explains common eye conditions, supports patients with a simple symptom checker and drives patients to their nearest Thea stockist.

18 Dunelm Optical

Fashionably glamorous: Paul Costelloe

Dunelm’s 2018/19 autumn release catalogue features more than 60 new frame styles, most offering three colour options. The catalogue features all brands including the new Freya collection and fashion favourite, Paul Costelloe. Featured within the new Paul Costelloe collection is model 5219 (pictured) – a metal and acetate combination frame with a modern round shape and vintage style with its floral design across the acetate top.

19 General Optical Council Registrants are being reminded to log into their MyGOC account and accept any ‘pending’ CET points. At the time of going to press, there were 55,764 CET points that had yet to be accepted. Unaccepted points will not count towards the 2016-18 cycle and cannot be ‘saved’ for the next one. Registrants have until 31 December to meet all their CET

requirements, but if they fail to do so they will be removed from the register and will no longer be able to practise in the UK. Marcus Dye, GOC head of standards and CET, said: “It is important that all registrants keep on top of their CET points so they are aware of their current total and can

plan appropriately to meet all their requirements by 31 December. The practice of accepting points also allows registrants the opportunity to write reflective statements on their learning and can allow for registrants to choose if their points count towards a specialty or general requirement.”

Vision Now OCTOBER 2018

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Frame style shown: SI-95219

NEWS 20 Continental Eyewear Three new models have been added to the LK Bennett collection – LKB003, LKB014 and LKB022 – each One of the new available in three colourways LK Bennett styles and suitable for first-time progressive lens wearers. Model LKB003 (pictured in Red) is a classic shape featuring a combination of metal and acetate. All three colours (Red, Tort and Brown/Pink) are designed to make the frame simple, elegant and easy to wear. The full 18-piece eyewear collection is available to view online at www.continental-eyewear.com

21 College of Optometrists Optometry Tomorrow, the College of Optometrists’ annual two-day conference taking place from 24-25 February 2019, will include a keynote speech by Professor Pete Coffey, theme lead for development, ageing and disease at the UCL Institute of Ophthalmology. The Practice-based topics for College conference conference will take place at the Hilton Birmingham Metropole and will offer cutting-edge lectures, seminars, peer discussion and hands-on clinical and discussion workshops.

Professor Coffey will present, ‘The London Project to cure blindness at 10 years: have we found a cure?’. Other speakers include Kam Balaggan, who will lead a workshop on how to spot PVDs, and neuro-ophthalmologist, James Acheson, who will present on neuro-ophthalmic problems in primary eyecare. The programme will cover a range of practice-based topics including a myopia expert panel, binocular vision, age-related macular degeneration and a dedicated OCT workshop stream. Up to 16 CET points will be available. Visit www.college-optometrists.org

22 Scottish Optical Conference This year’s Scottish Optical Conference (SOC) takes place on 25 November at the Glasgow Radisson Blu Hotel. The multidisciplinary event will feature a dedicated track for dispensing opticians, CLOs and practice staff offering 11 CET points including peer discussion. And any CLOs practising in Scotland are invited to attend free of charge via ABDO Scotland.

SOC 2018 offers 43 CET points covering most competencies.

International speakers this year are Tear Film and Ocular Surface (TFOS) pioneers, Professors Lyndon Jones, Jennifer Craig and Craig Woods from Canada, New Zealand and Australia respectively. There will be a Learning new skills at SOC 52-strong exhibition, with many new product launches planned, and a drinks reception on the Saturday night, which is included in the cost. Find out more and book at www.soc.scot

AN INDEPENDENT VIEW A call to action The AIO has teamed up with Smart Employee Eyecare, Vision Express, the Hakim Group and Leightons to submit a tender for the DVLA contract. Whether or not the bid is successful, it demonstrates once again that unless the AIO stands up for the interests of independents – no-one else will.

This is not the only major initiative that the AIO has launched in 2018. The new ‘Eye Promise’ quality mark for independents went live in 25 practices in July and since then, a number of other practices have chosen to sign up even though we are holding back further promotion until we have had the opportunity to learn from the first 25. Eye Promise may be transformational for the sector.

The Practice Support Network, with partners NEG, Eyeplan, Myers La Roche and Seiko/Specs Network, was launched in May and is already helping aspiring independents into practice ownership as well as assisting some newly established independents make a real success of their business.

The AIO has put forward the independent view to the General Optical Council in respect of its Business Standards consultation and CET Review, and has written to the new Secretary of State asking him to outlaw the inappropriate use of the term ‘free’ for eye tests when the taxpayer is subsidising the test.

None of this would be happening without the AIO grasping the nettle. Yet recruiting practices to join the AIO is an uphill battle. Even though membership numbers have tripled in recent years, less than 10 per cent of the sector belongs to the AIO. By nature, independents are just that, independent, but perhaps in the case of the AIO they should be a little less so, and become part of the only representative body that truly represents their interests.

Reflecting on what the AIO has achieved with the support of such a relatively small proportion of the sector, imagine what could be achieved if the majority of independents joined the Association.

Vision Now OCTOBER 2018

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PRACTICE MATTERS

Developing thoughts The real difference between mutliples and independents is time and individuality, writes Phil Mullins

One size doesn’t fit all I had lunch recently with a friend who was explaining about a meet-up with another friend who worked in a major multiple. They couldn’t believe just how manic it was: people everywhere, lots of noise and it would seem very little way of seeing what anyone was actually waiting for. This started me thinking about the real differences between multiples and independents.

For years, people have generalised about independents offering a wider choice at a higher price, with multiples providing less choice but much more cheaply and often with offers. The general thought also goes that independents are more clinically-focused and multiples retail-focused, often being accused of over-selling. But there really isn’t that much evidence for this. The professional staff are trained to the same standard, and many independents run two-for-one offers.

So, what is the difference? Well, I’ll take you back to where this article started: the busy hectic world of a large multiple outlet. This is fine for many people, who are just looking to get through the process quickly and cheaply. They have few issues and can cope with the mayhem. But what about everyone else? The 80-year-old with dementia; the autistic child; the hard of hearing or the patient who suffers with anxiety? Because let’s face it, going into a dark room with flashing lights isn’t totally stress free.

The difference, therefore, must be time and individuality. If you want to see a lot of people and sell a lot of specs, then you must run a conveyor belt type business model, trying to get everyone to follow the same line. This speeds everything up, so you can see more people and reduce costs per patient seen. Flip that and what you get is time spent with patients, with each

patient receiving a completely individual service and product. It does mean that the cost per patient increases but, as I have written before, price is only part of the story. Patients want value for money.

CARING IN THE COMMUNITY The next question then is: how do you go about being different from the rest and, importantly, let people know about it?

Personally, I’m a great believer in independent practices becoming community eyecare centres, reaching out and engaging with people around them. This can vary from working with other local business owners to creating a video about independent business, which everyone can share with their own customer base, through to reaching out to local schools, sports clubs, the WI and other organisations. Many of these organisations will be only too pleased to work with you to share eyecare information.

We have several members who have had success at sponsoring a local sports team or taking stalls at the local fair or county show – getting out and about and becoming known to potential patients. But what about changes in the practice or training that can make a real difference to a patient’s experience?

With the ageing population, there are an increasing number of people who suffer from dementia, which has a massive impact both on the person and their family. To help make life easier for these patients, why not become a dementia friendly business, where not only can your staff be trained to help dementia patients, but your practice can be registered as dementia friendly, which you can then promote. More information can be found at www.dementiafriends.org.uk

Older people are not the only ones with concerns around strange situations; look at children with autism, which covers a wide range of issues. Many of these patients struggle with new situations, loud noises, busy areas and even types of lighting. So why not follow the lead of a major supermarket and set aside quiet times to help autistic patients feel more comfortable in a relaxed environment?

Likewise, you could offer an appointment before opening or after closing, so there is little else going on in the practice. Look at the testing environment. How often do the lights need to go on and off? Can you take that extra five minutes to explain what the examination involves? Just look at the process from their perspective.

Help and advice can be found at www.autism.org.uk Making these changes doesn’t just apply to autistic patients; people with mental health issues, particularly anxiety, benefit from a quieter environment, where they don’t feel rushed and feel they can remain in control of the process. Have you thought about a member of staff learning British Sign Language? Do you have signs in Braille for blind or partially sighted patients? Do you have staff who can speak languages other than English, so you can care for patients as they arrive in the UK? All of this is a matter of seeing your practice from the eyes of the patient and making small changes, which can make a world of difference to each individual. If you have already introduced some of these changes or others, then please share them through the NEG forum, which can be accessed via the link on the homepage of www.nationaleyecare.co.uk Vision Now OCTOBER 2018

17

DRIVEN BY DESIGN FOLLOWING THE HIGHLY SUCCESSFUL LAUNCH OF LAND ROVER EYEWEAR IN 2017, CELEBRATED FRAME SUPPLIER, EYESPACE, HAVE STRENGTHENED THEIR PARTNERSHIP WITH THE ASPIRATIONAL BRITISH ICON TO INTRODUCE THE MUCH-ANTICIPATED, LUXURY RANGE OF SUNGLASSES UNDER THE RANGE ROVER GLOBAL BRAND LICENSE.

A proudly British name on the international stage of super-brands, Range Rover is a true powerhouse, with a cross-section of the planet’s most famous faces amongst its fan base: David Beckham, Daniel Craig, Gerard Butler and of course, the future King are all owners, not to mention Range Rovers appearing in over 1,400 blockbuster movies, including the acclaimed James Bond franchise. Developed in extremely close collaboration with Range Rover’s awardwinning design team, Eyespace have carefully curated a purely luxurious collection that sits in a class of its own, setting an unprecedented standard in prescription sunwear.

With an unwavering commitment to showcasing the supreme quality and styling that gives the Range Rover brand its famed ‘Above and Beyond’ reputation, Eyespace’s in-house design team have looked to utilise the latest technological eyewear innovations and material developments to take

Mod. RRS300

designer eyewear into new realms, as Eyespace Managing Director, Jayne Abel explains: “In today’s market it is highly unusual to have the opportunity to launch an entirely, brand-new designer collection, let alone one that is as prestigious and as globally recognised as Range Rover.

With that comes a great sense of responsibility to get it absolutely right and to do the brand justice. As Range Rover’s first foray into eyewear, it has been essential to set a precedent of bringing together global menswear trends with a British edge, using world-class advancements in optical componentry and manufacturing. It has been a great

privilege working in such close collaboration with some of the best designers in the country on the new Range Rover launch. To ensure it is totally in-line with the luxurious lifestyle and technically innovative qualities of the aspirational Range Rover vehicles, we worked with the world’s finest designer factories, sourcing the highest possible quality of materials, including the very latest Japanese titanium and revolutionary NXT® lenses, to give these pieces a seriously superior level of refinement.”

100% pure titanium is the perfect material choice for the fully, Japanese-made metal eyewear, with an added capsule collection of super-technical, fashion-led and progressive in-line glazed models. Other highlights of the offering include highly-polished Italian Mazzucchelli acetates, bespoke cast components, tailored self-stopping hinges, custom low-relief diamond silicone nose pads and renowned brand iconography, which pair perfectly with NXT® Polarized lenses.

State-of-the-art NXT® lenses are the choice of the military, and as such are an inspired and pertinent choice for the ultimate, enhanced driving experience. For high definition vision and superior colour clarity in all light conditions, worldclass, next-generation NXT® Polarized lenses utilise the very latest innovations in light translation technology to eliminate the rays other lenses transmit. Impact-resistant, superlightweight, offering complete UV protection and benefiting from hydrophobic and oleophobic (anti-smudge) coatings plus back-surface anti-reflection coatings.

Placing form and function as their focus, the five acetate and ten metal models have been developed to mirror Range Rover’s design DNA. Show-stopping ‘RRS100’ (pictured top right) is an exclusive interpretation of the iconic aviator; a frame style that was worn by some of the most legendary faces of the 20th Century. With today’s luxury connoisseurs in mind, this stand-out piece takes considered design cues from the vehicle’s award-winning modelling and interior design to distinguish it from any other designer aviator. Featuring a perforated leather-wrapped top bar, inimitable lug and temple featuring a subtle surface-change, laser-etched branding and a bespoke tip shape, this model offers a perfect translation of Range Rover’s signature finesse.

Wholly exemplifying the brand image, Eyespace collaborated with a dynamic team of British talent for the campaign visuals.

Photographed by a world-leading London photographer,

Mod. RRS100

styled by Harvey Nichols and featuring the Velar - the latest Range Rover model and winner of ‘2018 World Car Design of the Year’ - the new suite of imagery more than befits the brand’s designer status.

Mod. RRS101

The British links don’t end there. Leaving no stone unturned, Eyespace cast Paul Sculfor to front the campaign.

A prominent TV personality, international male model, GQ award-winner and one of Britain’s leading fashionindustry ambassadors, always seen on the front row at London Fashion Week, Paul is perfectly placed to represent the Range Rover man of today. Head of Marketing, Nicky Clement spoke of the decision, “With over 25 years flying the flag for British fashion in the US, across Europe and of course here in the UK, Paul’s portfolio includes campaigns and runway appearances for the world’s most known designer brands and editorial features in all the glossy magazines. He was a unanimous choice to represent Range Rover sunglasses and the UK fashion-scene right across the globe. We have a stunning collection of images and luxurious POS items that truly represent the prestige of this collection and its focus on extraordinary modern British design. The response we have received has been overwhelming and gives us even more confidence in the investments we are making to ensure that practitioners and patients alike have a fashion-focused selection of frames that sell themselves from first glance.”

RANGE ROVER SUNGLASSES ARE AVAILABLE TO PRE-ORDER NOW, LAUNCHING IN JANUARY 2019. FOR MORE INFORMATION AND TO BOOK AN APPOINTMENT TO VIEW THE COLLECTION, CALL EYESPACE ON 01527 870550.

COMPANY PROFILE

Two brands: one core message

In 2020, Stepper Eyewear will celebrate its 50th anniversary – 50 years since the company was founded in Germany as a joint venture between an expert in plastic moulding technology and dispensing optician, Hans Stepper. It was this approaching milestone that led the company to embark on a brand review in order to create a basis to continue to develop Stepper Eyewear. The aim was to provide a clear identification for the brand portfolio that could be understood by everyone – from designers right through to wearers.

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Stepper’s approach to creative marketing and branding has changed distinctly over the past two years. These photos show two Stepper campaign images from 2016 compared to an image from the current campaign

Stepper Eyewear has always been primarily focused on wearer benefits, so form has always followed function – with comfort and fit being the priorities. At the same time, we understood that to communicate and appeal to a wider audience, we needed to develop our product and communication strategies to extend beyond this approach alone. Since its introduction, the StepperS brand has always been viewed generally as a ’10 years younger, 10 dollars cheaper’ alternative to Stepper. This perception assumed Stepper was: a) for older people; and b) had to be more expensive. It was clear that a more sophisticated approach was required for the two brand identities, in order to move them forwards.

Stepper and StepperS wearers as ‘tribes’.

Importantly, this move reflects much more than just a new logo; a new creative process has been developed to coincide with a new direction and a more distinct frame range.

IDENTIFYING OUR TRIBES

Over the last two years, new StepperS frames have begun to develop an increasingly modern narrative. Many offer more contemporary shapes that are closer to the forefront of fashion than previously. Materials and processes reflect the innovation and technology of Stepper Eyewear and the quality is always a delight. Saskia Stepper has been very influential in the style direction and colouring of the latest models. Saskia is a strong creative force in StepperS and has

We had known for some time that the appeal of Stepper extended beyond the ‘over 40s’ tag it had developed to a younger demographic. In recent years, the styling and sophistication of our TX5 and titanium frames have become far removed from the Stepper styles of the 1970s, 80s and 90s.

This led us to approach the two brands from a different perspective than wearer age and price; instead, we began to look at Vision Now OCTOBER 2018

Alex Davis of Stepper explains how the company has diversified its brands to meet the needs of different ‘tribes’

More recently, the StepperS styles emerging from the design and development team have taken a new direction. Under the creative guidance of Saskia Stepper, the daughter of company founder Hans Stepper, we have taken a fresh approach which complements the original Stepper ethos of ‘comfort and fit’ but pushes the styling boundaries to create frames with greater personality and character.

played a key part in the brand’s recent success.

The refreshed ethos of the two brands reflects two ‘tribes’ with differing lifestyles.

In short, Stepper works in harmony with your lifestyle; while StepperS is an expression of your lifestyle. Now we are looking at wearers in a different way, defining their needs on lifestyle not age; looking at wearers as tribes not demographics.

Tribes come together based on their collective interest in something; age, gender, location and other demographics don’t necessarily come into the equation.

A great way to explain this is by comparing two strong brands with the same parent company but each with a different ‘tribe’ appeal, such as BMW and Mini, and then applying this to Stepper and StepperS: Stepper is BMW and StepperS is Mini. With this comparison from the automotive world clear, wearer types and their shared and specific needs can be identified – allowing us to create distinct frames for each tribe.

STEPPER TRIBE: AFFLUENT AND LOYAL Tribes have distinct characteristics and we have identified the following for Stepper

COMPANY PROFILE wearers: country/suburban, educated, affluent, considered, professional, conservative, brand loyal, quality/value seeker, successful, seeks reliability. From this we can match the Stepper frame brand characteristics that appeal to the wearers: innovation, technology, comfort, contemporary classic design, durability, hypoallergenic.

Comparing both sets of characteristics gives us a clear relationship between Stepper and the wearer, where Stepper features have tangible benefits for the wearer. In this, we identified four key areas: • Stepper: comfort and fit concept comes from a genuine, original concern from the founder. Wearer: frames fit the face of the wearer through design and adjustment.

• Stepper: materials and methods originating from Stepper deliver lighter frames. Wearer: less weight reduces the impact of the frame at facial contact points.

• Stepper: hypoallergenic materials reduce the likelihood of allergic reactions. Wearer: less skin irritations from reactions to frame materials.

• Stepper: ‘home made genius’ (in-house skills) means frames are designed, engineered and manufactured by Stepper. Wearer: great looking frames that help the wearer by holding prescription lenses correctly.

Understanding and meeting wearers’ needs creates a relationship between the wearer and the brand. This is so important to a spectacle wearer for whom their glasses are such an integral part of their life. This brand empathy results in wearer connection.

To move a frame from a functional medical device to become part of the wearer’s personality with an emotional connection is a wearer response to the Stepper brand’s empathy: Stepper understands your eyewear needs; Stepper works for you and with you to meet these needs; a Stepper fits effortlessly into your life; because of Stepper’s unique wearer focus and understanding, ‘to try a Stepper is to love a Stepper’; it’s a feeling, i.e.

‘I simply love my Stepper frame’.

outlook; enjoys trying new things; is spontaneous and active; likes standing out in a crowd; has a keen sense of style and believes eyewear says a lot about them; looks for what’s cutting edge, and what’s fun and exciting. For these wearers, StepperS fits their image and their attitude to life.

As with Stepper, from this we can match the StepperS frame brand characteristics that appeal to the wearers: individuality; latest materials; statement eyewear; modernity; fit for lifestyle; skin friendly. Comparing both sets of chacteristics gives us a clear relationship between StepperS and the wearer where StepperS features have tangible benefits for the wearer. We identified four key areas: • StepperS: comfort and fit concept of Stepper applied to fashion frames. Wearer: at last, fashion frames that fit me.

• StepperS: materials and methods deliver lighter frames at a lower price point than Stepper. Wearer: fashion frames that don’t weigh or cost too much (I don’t need to compromise to be fashionable).

• StepperS: frame design focused on ‘ontrend’ designs influenced by Saskia Stepper. Wearer: my frame is a reflection of my personality. This frame is my style.

• StepperS: frames are designed, engineered and manufactured by Stepper with a fashion twist. Wearer: I can see and people can see my personality.

Building on this, the StepperS brand empathy is delivered in a way that differs from Stepper. A StepperS complements the wearer’s individuality. Because of the StepperS unique wearer focus and understanding, ‘a StepperS gives you so much more than you would expect from a frame’. S is more = ‘my StepperS is so me’.

of marketing needed a fresh approach.

From imagery to the language used to connect to the audience, everything needed to relate specifically to the StepperS tribe. As a result, the brand has been given greater personality and the focus is on Saskia Stepper herself, who portrays a more eclectic face of the brand than the ‘model’ photography of Stepper. Also, the ‘S’ identifies Saskia’s influence on the brand’s personality, design and colouring.

Importantly, as the emotional appeal is greater, the delivery of the StepperS message is far more flippant and fun. For example, the ‘S is more’ tagline gives a ‘winking nod’ to Coco Channel’s famous ‘Less is more’ quotation.

This is a clear indication of the more irreverent nature of the StepperS brand and its challenging approach to fashion.

Moreover, the longhand of ‘S is more’ could be StepperS is ‘more you, more fun, more fashion, more style’, etc. Another example is the relaxed tone of voice chosen. Therefore, the ‘hypoallergenic’ used for Stepper is swapped for ‘skin friendly’ for StepperS.

REFRESHED COMMUNICATIONS

As the two brands diverge to meet the needs of their own spectacle wearing tribe, what will never change is the fundamentals of comfort and fit, which stand behind all Stepper Eyewear creations: • Stepper: it’s a feeling you’ll love; • StepperS: it could just be ‘more you’.

With the positioning of StepperS now distinctly separate from Stepper and targeted to a different audience, all aspects

Alex Davis is head of brands and marketing at Stepper Eyewear.

STEPPERS TRIBE: FUN AND EXCITING The StepperS/wearer relationship is different as the wearer’s priorities are distinctly different from the Stepper wearer’s. As we have already seen, this group shares the basic Stepper qualities and adds to this a unique set of needs requiring a different proposition. For the StepperS tribe, we identified the following unique needs: experimental in

Saskia Stepper is the face of StepperS 2018 Vision Now OCTOBER 2018

21

Advanced Practice Management Software

Fashion’s always evolving So is our software Intuitive dashboards, intelligent reports and individual staff permissions.

Optinet FLEX keeps your business at the cutting edge.

For further information and to book your no obligation, in practice demonstration, please call 0845 3130233 or email sales@optinetuk.com

0845 3130233 sales@optinetuk.com www.optinetuk.com

PRODUCT PROFILE

FLEX just got better Chris Smith outlines some key updates to the Optinet FLEX practice management system

As NEG members will be aware, Optinet FLEX is an advanced practice management system (PMS) for independent optical businesses of all sizes. FLEX encompasses all aspects of the day-to-day running of an optical business from maintaining patient records, scheduling appointments in the diary, recording the clinical assessment and examination results, and creating patient dispenses and till receipts. From a back-office perspective, full reporting is available along with the ability to interrogate data and send communications to patients whether that be recalls or automated SMS/email notifications.

For businesses with more than one practice site, FLEX can be centralised. Access to all of your important business data is instant, from any location with an internet connection.

Centralising your practice software allows group functions to be carried out, including recall, marketing, stock handling and reporting, and the software configuration remains consistent across the group.

DEVELOPMENT MATTERS At Optinet, we believe in development. Your PMS needs to move with the times to allow the practice to benefit from the latest cost and time-saving product enhancements. We always have an eye to the future; close discussions with our users via our online forum help to shape the software and regular automatic updates distributed via the internet ensure the software is always up-to-date.

Some of the key developments we have recently completed include the following:

ONLINE APPOINTMENT BOOKING There is no denying that the world is now online. We expect instant access to most things around the clock; shopping can be ordered in the evening for delivery the next day, for example. As consumers, we are surprised when retailers do not offer online services and often we will move onto another store that does. Providing your customers with the ability to view and book their sight test online reduces the risk that they will stray to a competitor and offers convenience at the same time.

BARCLAYCARD INTEGRATION The FLEX till system just got even better with the addition of integrated payment processing with Barclaycard. This offers the following benefits: • Speeds up transactions at point-of-sale • No keying of transaction amount • Reduces staff time when cashing up the till • Preferred rates for FLEX users Patients can book their appointments online

Here are some of the key advantages of online booking: • Reduces the risk of patients going elsewhere • Saves your staff time/self-serve for the patient • Removes the bottleneck of telephone bookings • Modern approach to booking • 24-hour convenience for patients • Increases revenue by using customised messages to upsell • You control how much or little of your diary appears online

DOCMAIL LETTER AND POSTCARD INTEGRATION

Sending recall letters and marketing materials is a necessity to ensure patients return and to attract new business – but with postal costs rising it can also be costly.

FLEX now integrates with Docmail and Webpost, two mailing houses that will print and post your recall letters at a click of a button and a fraction of the cost.

In addition, Docmail Postcard marketing campaigns can be generated in FLEX; select your patients, pick your postcard template (e.g. sale now on, hearing checks), add your marketing message and click go. The ability to track the success of a campaign through till sales or appointment bookings ensures you spend your marketing budget in the best way possible.

Future developments for FLEX over the next six to 12 months will include accounts package integration and direct ordering with a major contact lens supplier.

SERVICE AND SUPPORT Whilst we are committed to ongoing software development, we are fiercely proud of the service and support that we offer, starting with the initial software demonstration, which takes place in the practice and not online. By visiting the practice, we get a feel for the business, get to meet the owner and the staff and start to plan delivery of the software and the training.

Next, we offer a pre-install manager meeting in our training suite in Malvern where one of our two staff trainers (both fully qualified in adult education, training and assessment) can fine-tune the training plan.

We offer one to two days of on-site training at the point of installation, helping users to get the most out of the software from the very outset. It would be unreasonable to expect all staff to take on everything in under 48 hours, so we offer incentivised rates to return to practices to help our clients make the most of FLEX. Post-installation, we offer remote telephone support, management ‘away-days’ at our Worcestershire offices and an online presence six days a week, all included as part of the software agreement.

To find out more about the FLEX system or the exclusive free 12-month software trial, email chris.smith@optinetuk.com Vision Now OCTOBER 2018

23

SIGHT LOSS CET

Seeing beyond the eyes NEG is supporting a new educational initiative to connect High Street practitioners with the sight loss sector. We find out more about Seeing Beyond the Eyes…

Entrepreneur Dan Williams may be severely sight impaired, but he’s totally focused on improving the skills of Britain’s optometrists and dispensing opticians and connecting them with support services to help the two million or so patients who are living with sight loss – a number that is expected to double over the next 30 years.

Dan has teamed up with dispensing opticians, Jayshree Vasani and Peter Black, to deliver ‘Seeing beyond the eyes’ – a series of CET workshops comprised of two discussion topics: ‘An introduction to visual impairment’ and ‘Saving sight and supporting sight loss’.

The course, accredited for six CET points, is suitable for ophthalmologists, optometrists, dispensing opticians, contact lens opticians, students and everyone involved in supporting people with sight loss.

RAISING AWARENESS The nationwide roadshow has quickly gained momentum with more than 900 attendees across 17 workshops and initial research shows that 96 per cent of eyecare professionals will now refer to rehabilitation services, up from only nine per cent prior to the courses. Their increased awareness of services and products for people who are blind or partially sighted is enhancing the experience of patients and evidence of new referrals to support services is already being seen.

The two-hour awareness course was initially designed for dispensing opticians and optometrists, but there has also been excellent feedback from patients, rehabilitation workers, eye clinic liaison

NEG’s Phil Mullins at one of the workshops with, from left: Gill Perry of Visualise Training, Dan Williams and Peter Black

officers, ophthalmologists and ophthalmic nurses. Optometrist Roseline Birhah, Dudley Local Optical Committee (LOC) CET officer, said: “Dan Williams’ talk was a passionate and insightful representation of the various difficulties encountered by an individual with visual impairment (VI). I found the talk and video very practical and useful and I felt I gained a much deeper knowledge of how frustrating VI is for the individual concerned and realised how little society, even optometry, does to make adequate provision for their sensory needs.”

Roseline continued: “The aspect I enjoyed most about Dan’s talk was that he didn’t try and evoke pity or demonstrate anger and frustration, he simply offered and suggested practical guidance which left me keen to go out and do things better. I am grateful for his honesty and professionalism. He was a charming and effective speaker and I look forward to hearing him speak again in the future.”

Other feedback on the workshops has included:

Dan and Peter with Jayshree Vasani

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Vision Now OCTOBER 2018

• “The best CET I have attended. Great presentation, relevant, and easy to immediately implement to make environmental changes in practice” (optometrist registered since 2005)

• “I didn’t know there was so much support and equipment available for patients with low vision. I am now going to call 25 patients tomorrow that I can help with information” • “This is the best CET session I’ve been to in this three-year cycle. Interesting, relevant and full of great ideas for use in everyday practice. I will now purchase low vision aids to demonstrate to patients” Dan and the team demonstrate how, with very little effort, practitioners can make a tremendous difference to the lives of patients who have received the devastating news that they have irreversible sight loss and don’t know where to turn to.

LOOKING CLOSER TO HOME The key take-home message is that patients need emotional and practical support immediately on becoming visually impaired and cannot wait to be certified by an ophthalmologist. For that reason, depending on availability, delegates are urged to refer patients to their local sight loss charity, rehabilitation officer for the visually impaired (ROVI) or eye clinic liaison officer (ECLO) at the same time as being referred to ophthalmology to avoid any delays in support which could, for example, lead to them losing their job unnecessarily.

SIGHT LOSS CET In this situation, practitioners tend to think about low vision aids or magnifiers, and although they may be important, often the first step is adaptation of the home, mobility, emotional support, utilisation of modern technology and simple inexpensive gadgets to help with daily living. In some cases, a patient’s local garden centre is likely to have a wider selection of magnifiers than their optician and low vision services are the least commissioned of all the enhanced optical services negotiated by LOCs. Dan said: “I have heard from many sight loss workers that they don’t get many referrals from optoms and DOs, however, if eyecare professionals are not aware of the services available, it’s inevitable that they won’t refer. Sadly, patients who don’t get the support they need are at greatly increased risk of mental illness, depression and suicide and occasionally, opticians can save a life through diagnosis of a brain tumour or other condition. My mission is to raise the profile of low vision amongst the optical community to ensure no patient leaves without a referral for support.”

Darren Paddick, RNIB ECLO, said: “As an ECLO, I feel it is vital to support this initiative as in many cases a routine visit to an optician can lead to the start of a patient’s sight loss journey. Therefore, it is of paramount importance that optometrists and dispensing opticians are made aware of the ECLO service.

I was also curious to see how engaging and detailed the course would be and I was not disappointed. The reaction from the delegates when they heard what support was out there in the form of an ECLO was worth attending for alone.”

One delegate who attended, Peter Sunderland, optometrist and owner of Framed Opticians, said: “I found it to be much more enjoyable than the usual run-ofthe-mill CET lectures. I believe we have the clinical skills and knowledge that low vision patients need. The majority of the social and care side I knew also, however, that tends to be put on a back burner in practice. It’s good to have it brought to the front again.”

Dan added: “I have been amazed with all of the positive feedback from optometrists and opticians and how they are leaving the course and making positive changes, whether that be making their practice design more inclusive, referring patients with low vision to support services or displaying leaflets of sight loss organisations. It is definitely a step in the right direction. One advisor had tried engaging with local opticians who were 300 yards away from their local sight loss

association but hadn’t been able to engage.

However, the course has now brought the two together and the relationship is building.

“More recently, I was contacted by an ECLO manager who informed me that the day after the course in Yorkshire, the chair of the LOC was in touch with her team to start building upon their relationship to improve the eyecare pathway. This just proves why such a project is so important. I feel like I am the cement bonding the sight loss organisations and optical sector together for the good of patients,” Dan added.

CHARITY SECTOR BACKING The Seeing Beyond the Eyes project is supported by the Thomas Pocklington Trust, a charity committed to increasing awareness and understanding of the needs of people with sight loss and to developing and implementing services which meet their needs and improve lives. Moving forward, the charity will strive to champion needs, provide change leadership, seek out gaps in service provision and with the cooperation of like-minded partner organisations, prioritise actions aimed at addressing identified deficiencies.

Peter Corbett, CEO of the Trust, said: “We exist for people with sight loss, and we are really excited to support this accredited programme of CET for eyecare professionals.

We hear all too often of people who suffer irreversible sight loss later in life who are told that ‘nothing more can be done’. This may be true of medical intervention, however, all patients can benefit from sight loss rehabilitation and eye clinic liaison services and many from a low vision assessment.

Our aim is to bring together the charity and health service organisations involved in rehabilitation with community optical practitioners to improve collaboration and cross referral for the benefit of patients to help them lead more independent lives.”

Dan is striving to make the world more inclusive for those who have a visual impairment and has worked within the disability sector for more than five years, providing employee retention, awareness training, mentoring, campaigning, fundraising and advocacy services. He wants to facilitate the social change that will enable services to be more inclusive to those with disabilities, saying: “We are delighted to be embraced into the Pocklington family.”

Peter Black, past president of the Association of British Dispensing Opticians, who is involved with the delivery of the roadshows along with dispensing optician Jayshree

The free resources pack available to download

Vasani, commented: “I know from family members and friends that low vision and VI services have become a postcode lottery across the UK with patients often slipping through the net and suffering mental health issues and a loss of independence as a result.

Opticians are a vital piece of the jigsaw and just two hours at a Seeing beyond the eyes workshop provides registered opticians with enough insight to begin to make a real difference to the majority of the two million people living with sight loss in the UK.” Peter added: “The sessions deliver six interactive CET points empowering opticians to support and communicate effectively with patients and help them access the range of services and professionals within the sight loss sector via the correct referral pathways. We are currently delivering workshops in over 40 locations across the UK and are grateful for the financial support of the Thomas Pocklington Trust without whose help it would not be possible.”

A free Resources Pack for Professionals has been developed, which gives essential information on various eye conditions and where support can be obtained at local and national levels. By opticians referring patients to support services immediately, they can access the emotional and practical help they need to maintain their independence and tackle their challenges head on. It can be downloaded at www.visualisetrainingand consultancy.com/resource-pack-health-pros For more information on Seeing beyond the eyes, and to book a free place in your area, visit www.eventbrite.co.uk/o/visualisetraining-and-consultancy-and-orbita-black7994577028 Vision Now OCTOBER 2018

25

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COMPANY PROFILE

Family legacy lives on With NEG’s early connections to the Kirk family* Vision Now was keen to learn more about its history and a special new eyewear collection celebrating 100 years in optics

The Kirk family has been influencing optics around the globe for almost 100 years: ever since 1919 when London-born brothers and inventors, Sidney and Percy, converted a dilapidated sewing machine into a lens cutter and took the optical world by storm.

Fast-forward three generations and Sidney’s great grandson Jason and his wife Karen continue to carry the mantle (and passion) of Kirks in optics as specialist eyewear design company, Kirk & Kirk.

The Kirk brothers travelled the world opening factories in the US and South Africa, even visiting South America regularly to source the finest quartz to create glass lenses from the beaches of Brazil. They invented and innovated with their bullet proof Motex glass, originally created for pilots, used by Sir Malcolm Campbell in his world land speed record attempts.

THROUGH THE GENERATIONS

Model Sidney from the new Centena collection

Kirk family memorabilia

Commenting on the upcoming centenary celebrations, Jason said: “This is an amazing moment, having seen everything that my grandfather achieved and grown up in my parent’s practice. Karen and I are very proud to learn from the past to drive the future.

This is about looking forward as, like the previous generations, we try to contribute to the next century of optics.”

Jason and Karen recently took part in their 25th Silmo and continue to innovate through their exciting approach to materials, shape and colour. Unveiled at the show was the new Centena Collection, which celebrates the family’s 100-year history but is directed firmly towards the future, highlighting the unique qualities of the Kirk & Kirk special grade of Italian acrylic.

Italian acrylic weighs very little compared to acetate, so Centena is hand-crafted in chunky 10mm acrylic but, despite the substantial

The Kirk brothers: Percy Kirk is standing on the far right in the dark jacket and Sidney Kirk is sitting in front of him

look, the frames weigh next to nothing and are described as “delightfully comfortable to wear”. There are 10 shapes and 10 vivid colours in the collection, which is handcrafted in France, from start to finish and sits artfully alongside the Kaleidoscope and Spectrum collections. “From Crimson to Corn, from Iris to Tiger, the hues are designed to make the wearer feel amazing,” said Karen.

AHEAD OF THEIR TIME Talking about the family’s early eyewear designs, Karen said: “It is easy to overlook how innovative Kirk Brothers was as a company. Things that seem normal to us today were visionary in the 1920s. They were the first to deliver glasses to opticians by motorbike courier to offer a better, faster service, for example.”

“Some of the values that they held would be very welcome today,” continued Jason. “They helped other optical people set up what we would now consider to be competitive factories in London because they wanted the UK to be seen as a centre for optical excellence – and it was. They espoused a generosity that is sadly lacking in most businesses today. A good example was the illustrations and advertising material that they created for opticians to use to promote their goods. Percy Kirk led the dedicated marketing department, in itself another first in optics.”

Sidney and Percy passed on their love of optics to their children and a whole new generation of Kirks went into the profession, some as opticians and others developing optical machinery, particularly in the USA, under the brand name Percy Kirk. Sidney’s son Neville was in practice with his wife Esme and it looked like that was going to be the end of the family interest in optics.

Then one day, quite unexpectedly, their son Jason stumbled across a box of frames that Sidney and Percy had created in the 1950s and 60s. Inspired by this discovery, Jason and partner Karen, herself a designer, dropped their respective careers and dedicated themselves to eyewear. “Today we sell our frames in the finest independent optical boutiques around the world and produce the sort of eyewear which, we hope, would have made Sidney and Percy proud,” concluded Jason. * When Percy Kirk died in 1961, his son Harold ( Jason’s great uncle) carried on his name in wholesale optics until the trade name was taken over by his friend and one-time optometric partner, Mike Wheeler, together with Michael Daunt. Mike and Michael founded NEG in 1979 as PK National Eyecare Ltd and remain as company directors, leading the group to its own 40th celebrations in 2019. “We are proud to be associated with one of the most famous names in optics,” said Mike.

Vision Now OCTOBER 2018

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STYLE SPOTLIGHT

Smart sports eyewear: This has been a remarkable year for sport: England’s amazing performance at the World Cup; three of the top tennis players for over the last decade continue making history; the European Championships held in Glasgow and Berlin showcased rising talent; and Usain Bolt is training to be a footballer.

Eyewear for active lifestyles has successfully achieved ultimate chic status with sleek designs; contemporary sports eyewear creates its own history, as fashion and technology merge to create ingenious, protective, beautiful designs with highperformance functionality in glorious colours.

Each sport has its own particular requirements for the most demanding and effective eye protection, and designers and manufacturers are creating frames that offer not only safety but also enduring, stunning creations.

Throughout Europe, skiing continues to capture the imagination and interest of enthusiasts – no matter what their age.

England is number three – after Germany and France – for people who most frequently head to the slopes for adventure, exercise and fun. A vitally important aspect to ski enjoyment is ensuring skiers are equipped with goggles that offer the best level of performance and protection, and provide crystal clear vision even in low-light conditions – which can be dangerous on the ski slopes.

Danish brand Ørgreen bolts to the slopes with cool sophistication with the Tamok goggle, crafted in premium materials, and with triple-layer moisture wicking face foam to ensure a superb fit. The goggle is available with three different lens colours that adapt to all kinds of weather conditions – from comfortably cold to ferocious and unforgiving.

Technical prowess: Ørgreen’s Tamok TO4 in Matt White with Arctic Chrome lenses

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Vision Now OCTOBER 2018

The sea worthy Skipper frame by LGR Yacht Club

SKI ORIGINS: VISIONARY EVOLUTION Snow skiing has an impressive past. The first ‘modern’ version of skis were used in the Scandinavian countries, and were particularly important for farmers and hunters. In the mid-19th century, skiing evolved from basic transport to a recreational sport. At the end of the 19th century, two highly innovative French companies – Bollé and Cébé – launched their sports eyewear products, and both brands have recently enjoyed winning prestigious awards.

goggles and sunglasses when competing with the French national team.

Cébé – based in the Jura Mountains in France – continues to introduce innovative products and technologies, including the award winning magnetic goggle for prescription wearers – EXO OTG. The company was awarded Gold by ISPO for the Snow Sports category. EXO combines spherical and magnetic lenses with a construction specifically designed for prescription wearers. Openings on the side parts of the frame and a thinner nose facilitate the best positioning of the glasses. Four trendy colours – gold, black, turquoise and grey – add to its fashion quotient.

SEA SAFETY FOR EYES

High performance: Bollé’s Nevada Phantom+ with adaptive lens technology

Bollé’s new Nevada Goggle features revolutionary photochromic lenses, Phantom+, which won the Slide Award for 2018. The Phantom lenses are made with NXT – one of the best materials for active sports, with its lightweight, high impact resistance, optical clarity and complete UV protection. This ensures precise visual acuity in all weather conditions, including the most extreme. The impressive French ski champion, Alexis Pinturault, is now collaborating with Bollé, wearing the brand’s ski helmets,

Life on the sea requires eye protection to combat prolonged exposure to glare, spray, wind and uneven light. Luca Gnecchi Ruscone at LGR in Italy has created a stunning design that is ideally suited to life on the water, leisurely afternoons in the marina, or enjoying an aperitif at sunset. Crafted in acetate, then covered with a unique rubber

Innovation and protection: Cébé magnetic goggles for prescription wearers

STYLE SPOTLIGHT

winning style

by Joan Grady

layer, the Skipper frame is waterproof, scratch resistant and extremely comfortable to wear. The polarised lenses have 12 layers of anti-reflective coating – a particular process exclusively manufactured for LGR. Golf precision: Bollé Ryder Cup golf sunglasses

Swimming in style with the Progear H20 from Norville

Swimming has multiple benefits: it builds endurance and muscle strength, is good for the heart and lungs, and invigorating.

However, pool chlorine and possible irritants in lakes and the ocean can create eye problems. Swimming goggles are a Norville speciality, and Progear H20 is protective and stylish with its slimline silicone eyecups, and a voluminous wrapped chassis that ensures better peripheral awareness. Chic colours include violet, smoke and indigo.

Streamlined and sleek: Nike Outrider golf sunglasses

teams from Europe and America – partners with Bollé and uses golf-specific proprietary lenses that improve contrast and reduce glare in a sweeping contemporary design. Also ideal for the golf course is Nike’s Outrider frame that provides longwearing comfort for stability and unique cushioning. Streamlined style adds to the timeless design of the frame.

is available in three colour options that adapt to the various conditions of different tennis courts.

Sporting heritage: tennis sunglasses

by Novak Djokovic for Lacoste

Sports eyewear is an ever-exciting, fast-growing sector and one in which the independent optician can flourish with designs that offer fashion savvy, advanced eye technology and, most importantly, eye safety. No matter what the sport – advantage you!

LEISURELY AND LIVELY SPORTS On your bike is an ideal way to combine exercise and improve overall fitness levels.

Whether cycling in the city, or participating in a cycling holiday, looking after your eyes adds to the pleasure and safety of the excursions. Motor cycling requirements at Adidas are fashionably approached with a high-performance goggle from the Backland Dirt collection. A massive field of vision ensures cyclists can savour every detail of the landscape. The frames have a double layer of foam, and lenses with protection from UVA, UVB and UVC rays.

Active attitude: Vuade Sport distributed

by Orange Eyewear

Tennis players – and fans – will appreciate the geometric styling in the Novak Djokovic Eyewear Collection by Lacoste. The frame is created with Zeiss Performance lenses, and

Avid athletes and sport lovers welcome the resiliency of German brand Vaude Sport, with its comfortable and stable fit. And for confidence and safety on the highways and byways, Serengeti has a road-worthy collection of elegant designs with mineral lenses that offer sharp, clean vision and adapt to all conditions. Eye-catching shapes and colours for men and women are infused with quality and style.

Is a hole-in-one the golf goal? Or improving your handicap? Golf requires complete and unrelenting precision. The Ryder Cup – the biennial men’s golf competition between

Easy rider: Adidas Backland Dirt for motor cycling

Cutting edge: advanced eyewear for driving by Serengeti Vision Now OCTOBER 2018

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Preferred Suppliers’ Directory

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

ALCON UK Tel: 0371 376 0017 Fax: 0871 351 1005 www.uk.alcon.com

ARENA EYEWEAR

BRULIMAR OPTICAL GROUP Tel: 0161 655 7000 Fax: 0161 655 7002 www.brulimar.co.uk

DIBBLE OPTICAL SUPPLIES

HENRY BEAUMONT

Tel: 01634 880885 Fax: 01634 540530

Tel: 0116 251 8936 Fax: 0116 262 4205

barry@dibbleoptical.co.uk www.dibbleoptical.co.uk

info@henrybeaumont.com www.henrybeaumont.com

Tel: 01952 820408

CENTROSTYLE

DUNELM OPTICAL

HILCO EUROPE

www.arena-eyewear.co.uk

Tel: 01388 420420 Fax: 01388 810101

Tel: 0800 591150

ASSOCIATED OPTICAL

OPTICAL CENTRE SUPPLIES LTD Tel: 01923 239267 Fax: 01923 253951

Tel: 01628 605433 Fax: 01628 665077

sales@centrostyle.com www.centrostyle.com

sales@assopt.co.uk www.associatedoptical.com

CHARMANT UK CO LTD

BARCLAYCARD

Tel: 020 8992 9222 Fax: 020 8896 0287

Tel: 0800 056 5569

dunelm@dunelmoptical.co.uk www.dunelmoptical.co.uk

ESSILOR Tel: 01454 281281 Fax: 01454 281282 www.essilor.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

sales@charmant.co.uk www.charmant.co.uk

EYESPACE

Tel: 020 8781 2900

CONTINENTAL EYEWEAR

Tel: 01527 870550 Fax: 01527 837012

INTERNATIONAL EYEWEAR LTD

www.bausch.co.uk

Tel: 0151 426 3907 Fax: 0151 426 9340

info@eyespace-eyewear.co.uk www.eyespace-eyewear.co.uk

Tel: 0121 585 6565 Fax: 0121 585 0954

BIB OPHTHALMIC INSTRUMENTS

sales@continental-eyewear.co.uk www.continental-eyewear.com

GO EYEWEAR UK LTD

BAUSCH + LOMB

Tel: 01438 740823 sales@bibonline.co.uk www.bibonline.co.uk

COOPERVISION Tel: 0870 9000 055 www.coopervision.co.uk

BONDEYE OPTICAL Tel: 0121 7723888 Fax: 0808 2801865 sales@bondeyeoptical.co.uk www.bondeyeoptical.co.uk

Over 75% of patients agree that they can trust their optician to recommend the best contact lenses for them, regardless of cost.

Designed for quality minded patients, DAILIES TOTAL1 is so comfortable that 1 in 3 of eye care professionals who prescribe DAILIES TOTAL1 also choose to wear this lens.

For more information:

Tel: 03713 760 017 uk.brand@alcon.com

DAVID THOMAS Tel: 01604 646216 Fax: 01604 790366

Vision Now OCTOBER 2018

www.internationaleyewear.co.uk

Tel: 0800 9178270

LENSTEC

www.goeyeweargroup.com

Tel: 029 2088 3009 Fax: 029 2088 9798

HEIDELBERG ENGINEERING

office@lenstec.co.uk www.lenstec.co.uk

Tel: 01442 502 330 Fax: 01442 242 386

LLOYDS BANK

www.HeidelbergEngineering.co.uk

Tel: 07780 338656 franchising@lloydsbanking.com www.lloydsbank.com/business

orders@davidthomas.com www.davidthomas.com

A refreshing perspective To help you enhance your contact lens practice, CooperVision offers an extensive product range designed to meet the needs of even more of your patients.

For more information 0870 9000 055* www.coopervision.co.uk

*Calls cost 2p per minute plus your phone company’s access charge.

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info@hilco.co.uk www.hilco.co.uk

T 01527 870550 eyespace-eyewear.co.uk

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

OPTINET LTD Tel: 0845 313 0233

RETAIL EXPERIENCE DESIGN (RED) Tel: 024 7601 0103

sales@optinetuk.com www.optinetuk.com

info@louisstone.co.uk www.louisstone.co.uk

dean@retailexperiencedesign.co.uk www.retailexperiencedesign.co.uk

ORANGE EYEWEAR

LUXOTTICA (UK) LTD

Tel: 0161 773 5555 Fax: 0161 773 5544

Tel: 0808 165 8555 www.luxottica.com

info@orange-eyewear.co.uk www.orange-eyewear.co.uk

MARCHON

RODENSTOCK Tel: 01474 325555

PERFORMANCE FINANCE

SEIKO OPTICAL UK Tel: 01452 610033 Fax: 01452 638250

MARK’ENNOVY

www.performancefinance.co.uk

POSITIVE IMPACT glasklar@positiveimpactsales.co.uk www.positiveimpactsales.co.uk

MID-OPTIC

THREE SIXTY Tel: 01686 627595 Fax: 01696 610015

SHAMIR UK

Kieran@calotherm.co.uk www.calotherm.co.uk

Tel: 01954 785100 Fax: 01954 785101

ULTRAVISION Tel: 01525 381112 Fax: 01525 370091 info@ultravision.co.uk www.ultravision.co.uk

Tel: 0115 989 9772

info@shamirlens.co.uk www.shamirlens.co.uk

orders@midoptic.com www.midoptic.com

andy@practicebuilding.co.uk www.practicebuilding.co.uk

SILHOUETTE UK LTD

NATIONWIDE FRAME REPAIRS

PRO-OPTIC Tel: 01884 266130

Tel: 01706 369530 Fax: 01706 628733

sales@pro-optic.com www.pro-optic.co.uk

Info@nfr.co.uk www.nfr.co.uk

RAWDON OPTICAL LTD

No7 CONTACT LENSES

Tel: 0113 288 3094 Fax: 0113 288 3095

Tel: 01424 850620 Fax: 01424 850650

enquiries@rawdonoptical.co.uk www.rawdonoptical.co.uk

Tel: 020 8987 8899 Fax: 020 8987 2430 office@uk.silhouette.com www.silhouette.com

SPEC-CARE LTD

info@no7contactlenses.com www.no7contactlenses.com

www.thea-pharmaceuticals.co.uk

orders@seiko-optical.co.uk info@seiko-optical.co.uk www.seiko-optical.co.uk

Tel: 01332 295001 Fax: 01332 295158

PRACTICE BUILDING

sales@norville.co.uk www.norville.co.uk

THEA PHARMACEUTICALS

Tel: 01536 529696 Fax: 01536 310033

Tel: 08446 696907

THE NORVILLE GROUP LTD Tel: 01452 510321

Tel: 0845 521 1290 Fax: 01782 717 944

csuk@marchon.com

mkservices@markennovy.com www.markennovy.com

www.tantlabs.com

sales@rodenstock.co.uk www.rodenstock.co.uk

Tel: 0800 72 2020

Tel: 0800 3280610 Fax: 0800 3280649

TANT LABORATORIES Tel: 01279 653785

WEBPOST Tel: 0800 074 2425 annie.mackervoy@webpost.com www.webpost.com

Tel: 01392 460806

XACT

info@speccareservices.co.uk www.speccareservices.co.uk

Tel: 01698 574 655

STEPPER UK

IMcGleish@xact.uk.com www.xact.uk.com

Tel: 01732 375975

YOUNGER OPTICS EUROPE

sales@stepper.co.uk

UK Tel: 01242 578971 UK Mobile: 0790 133 7530 julian.wiles@youngereurope.com www.youngeroptics.com

www.nationaleyecare.co.uk

Suppliers’ directory

LOUIS STONE OPTICAL LTD Tel: 029 2073 5293 Fax: 029 2073 1446

“Only one comment,

WOW!“

Open your eyes to

Alisdair Buchanan, Buchanan Optometrists

www.HeidelbergEngineering.co.uk

313004-002 UK.BE16 © Heidelberg Engineering GmbH

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Telephone: 01442 502 330

VV The Norville Group Limited, Magdala Road, Gloucester GL1 4DG

Tel: 01452 510321 Email: sales@norville.co.uk www.norville.co.uk

Norville 38 x 71mm ad.indd 2 Norville

26/05/2016 12:56 26/05/2016

0845 3130233 sales@optinetuk.com

www.optinetuk.com

Vision Now OCTOBER 2018

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Mod. BB6054 C1 - BB6055 C2

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