Trade shows - I often get flash backs to going to a Motor Show at the NEC in early 80s and there were women with few clothes lying on bonnets. Silmo Paris isn't like that now, but some of the marketing images are still dubious. We are drawn to the simpler stands like the one of Fabiano & Franesca of DABRACH who don't need the freebies/DJs and disposable stands, as the quality of the product does the talking (that's not to say we don't accept a free beer towards the end of the day when the work is done). One of the joys of being an independent business is that we can work with fellow owners who share some key values and are nice people to spend time with.

It was great to see, amongst others, Saskia & Menno (https://frameholland.com), Hans & Nicole Heyelander | Quality Eyewear, Cees EYEFUNC EUROPE B.V., Mart & Paul folc eyewear, Clara @oddaeyewear

Both these Herdwicks were interested in me - briefly. That’s marketing these days too - measured by impressions and views, with endless short videos with top 3 tips to improve you/your life - all trying to lure a click out of us. But, it’s probably not the best marketing - the best is probably recommendation by someone who you trust.

My aim is that after your hour long test / high tech specs measurement / careful fitting of your stylish and clear vision providing specs that you go for a coffee with someone you care about and say “you ought to go there, it’s great - the people are lovely” and they really care about doing the best thing for each individual. It’s experiential, it’s memory making, it’s trust building, it’s about developing a fulfilling long term relationship.

Yes, Insta is good for showing nice things and being slightly witty, emails are good for keeping you informed of what’s on offer - but, another human whose judgement you trust is the medium we believe in. A new Ted Lasso series starts today- he was right before “believe”.

One of my daughters says we are not a celebratory family - she’s not wrong. We should celebrate more. It wasn’t a well thought out plan to invite some people for some fizz last week, but we were rammed and it was lovely. The meal after in the courtyard was great too. To be fair to us as a family, in the space of 8 days we are also celebrating two graduations (twins) as well.

The celebration was around my birthday, which feels more significant after my cancer diagnosis in January, big operation in February and subsequent recovery. It was also marking 10yrs since Eyeye started, 35 years since I first started testing eyes and 15 years since I re-entered the optometry world after a career in policy, research and politics.

It seems we have built a community and that’s something we feel proud of. Felt very moved at the people who came - with gifts too (not opened them, it’s tomorrow). We will definitely have another celebration soon - or will we? I hope so.