How we approach pricing is an important part of our philosophy. We want it to be simple, up-front, transparent and visible in the shop and online.

We hate what we call Ry***ir prcing - where you think you are going on holiday for £70, but when you add on all the things that should not really be add-ons it’s way, way more.

We also dislike offers that you get excited by and then find it doesn’t quite apply to you - hence our 25% off additional pairs lasts for a year.

And no traffis!

Get very good A'level results, acquire an optometry degree, pass OSCEs and then one of the first things said to you is for you to get your testing time down. That creates the real danger of focusing on quantity over quality - which won't serve your patients or you well.

A lot of optometrists hate the time pressure and the pressure to meet the sales targets, but also feel there is no option to that way of working. Let's face it, the dominant model in the UK is the rammed, rolling 20 minute clinic, where a lot of eye tests are done in a lot less than 20 minutes - where you will be under pressure if you don't meet the sales/KPI expectations.

We don't work like that - we do slow optometry. Quality not quantity.

It is working as we need more optometry cover, now we have created a brand new bigger space here in Sheffield.

We are a fully independent opticians - it's a shrinking cohort. But, we resist the offer to join the new big groups as being independnet means we do things the way we think is right - no HQ in Lancashire telling us what to do in Yorkshire.

If you fancy a chat about being an optometrsit here, drop us a message.

We have been designing new signage for our move to 68 John St - opening Friday 31st (closing here 23rd). Decided to put a blurb on one of the signs, which is always a challenge as I fear sounding a pretentious/precious. There is also a fear that people are rightly skeptical of mission statementy things as the reality and the vision are often quite different.

When we did the branding for Eyeye we did it with Justine Gaubert - who is something of a South Yorkshire legend. Her view was that we needed to be up-front about our ethical approach and it terrified me intially - it’s quite a thing to say - what does ethical mean? does it mean the same thing to everybody?

Anyway - we have kept to it and it the blurb on the new sign is a renewed commitment and remoinder to ourselves of what we are all about.