Fashion Practice of the Year

Providing patients with fashionable, stylish frame options is one thing, but becoming a fashion-focused practice is a step which requires dedication and expertise. The Fashion Practice of the Year category at the Optician Awards looks to reward this, recognising practices which understand the importance of colour and sourcing frames that make the business stand out. Mincher-Lockett and Co Opticians were the 2019 selection for this award, and with good reason.

Judges picked the practice from among strong competition, selecting Mincher-Lockett and Co because of the special lengths gone to turn itself into a fashion practice. This is largely down to Eva Davé, optometrist and co-owner at the practice. She explains: ‘In 2015 we began to rebrand the practice to focus on becoming experts in eyewear styling and fashion. This was born out of both a passion for helping people look and feel the best version of themselves and necessity. By the end of 2014 many of the businesses in Market Drayton were really struggling. I felt we had to do something radically different to survive because at that point we certainly didn’t offer any differentiation points to other optical practices in the area.