We believe our three century old industry is not fit for purpose. And that we can fix it.

Our industry has become staid and uninspiring, characterised by badly made and fitted frames, confusing and overcomplicated processes, clinical and unfriendly environments, aggressive sales patter, and excessive wastage.

But it doesn’t need to be that way.

Spectacles are important, and should be treated as such. They don’t just give you the wonders of improved vision, but they can become an extension of you.

A perfectly fitting, well made and well chosen pair of spectacles should be a right, not a privilege.