Figure 1: Self-test kits from CO Optical and Advance Optical Co
It takes a certain type of person to set out on their own and start up a completely new practice – with premises to find, staff to hire and administrate, a host of regulations to understand and adhere to, it not surprising the franchise route is increasingly popular, but it has not always been available.
In the early 20th century it was common, and not restricted by any regulations, to work from several locations on an ad hoc basis to build up patient numbers especially useful when working in very rural areas. When Mary Jane Howells qualified as a Fellow of the Spectaclemakers’ Company in May 1914 she immediately set up a practice in one of the rooms within her own home.
To increase her patient base and make her practice financially viable she would also regularly travel to neighbouring areas in the South Wales valleys, advertising in the Glamorgan Gazette and other local papers, informing readers that they could avail themselves of the services of a Qualified Ophthalmic Optician FSMC, FIO (Lond.) (By examination) at:
BRIDGEND. – Every Saturday, at Mr. Lewis’, Draper, Wyndham Street; 11-4pm.
NANTYMOEL. – First Wednesday every month, Gladstone House (opposite Nantymoel Hotel); 12-3pm.
ABERKENFIG. - Second Wednesday every month; Mrs. Lewis’, Stationer; 11-4pm.
PORTHCAWL. – Last Wednesday every month; Mrs. Health’s (next door Williams, Chemist); 11-4pm.
Although the amount of equipment for this peripatetic work was less complex and a fraction of that needed today, it would still have been difficult to transport at a time when private car ownership was rare. A problem that was significantly higher in larger and less densely populated areas such as parts of the United States, where the optician might spend weeks away from home while travelling by very rudimentary means.
A simple basic kit was required that was easily portable, durable and preferably inexpensive. Such kits could then be used by the itinerant optician, posted to a potential patient before arriving on his rounds or simply supplied on loan by mail order for self-refraction and dispensing – when it was hoped the returned kit would be accompanied by a completed order sheet (figure 1 - see top of page and below).
While kits from the many different glazing houses varied in quality and content, most contained enough for basic refraction and dispensing. The prescription was found using optometers that generally consisted of a circular disc with lenses of varying powers around the rim, the disc being rotated while viewing a distant object until the sharpest image was attained, the lens power or focus number noted and recorded on an order sheet. This was done monocularly for each eye (figure 2).
Figure 2: A basic optometer
Assessing the reading power was done by viewing either an attached target or any reading material at the preferred distance. The salesman might use a sturdier optometer along the lines of a near point rule with a sliding target and the power required read straight from the graduated shaft (figure 3).
Figure 3: Optometer for assessment of near vision
Frame style having been chosen, the interpupillary distance, bridge width, total frontal width and side length were measured using a variety of adjustable card templates (see figures 4 and 5).
Figure 4: Adjustable card templates to help optimise frame fitting
Figure 5: Instructions for a card template to facilitate frame fitting
The final task was to record everything on the order sheet that would be posted to the glazing house either by the patient or more often by the salesman for whom sales volumes were encouraged by the offer of incentives. These ranged from cameras, mantle clocks or firearms, with top prizes often being automobiles.
The Tru-Fit Optical Co. once offered 50,000 votes (points) for joining their agency and 1,000 votes for each pair of spectacles ordered. Send in five orders in a week and you would receive an extra 5,000 votes, 10 in a week receive an extra 15,000 votes while every single order over 25 pairs a week gives 5,000 votes for each pair. Sad to say you cannot take part as this particular competition closed on August 31, 1928.
Figure 6: An optical company poster promotes their prize give away in an effort to promote sales
Figure 7: Newer modern frame styles on offer (c. 1955)
Naturally, testimonials from happy wearers were included in the kits to encourage sales, describing how wonderful life was with their new glasses and how they were vastly superior to any previous pair. It was still a popular and practical source of optical correction in the United States well into the 1960s when even bifocal lenses could be ordered, but still nothing offered to the astigmatic patient.
- John Dixon Salt is current chairman of the Ophthalmic Antiques International Collectors’ Club (OAICC).