Look local: Cheltenham eschews big brands

From humble beginnings as a modest market town on the edge of the Cotswolds, Cheltenham is now one of the most desirable places to live in the country. The town earned prominence in the 18th century after mineral springs were discovered, rumour has it by a group of pigeons pecking at the site.

Cheltenham quickly became a fashionable health and holiday spa town resort. Its regency architecture, broad avenues and parks helps it host numerous literary and music festivals as well being as a gambling haven for those looking to earn their fortune at the races.

In the centre of town sits Optician Award winners Keith Holland & Associates. Spread across an impressive five floors, the practice provides for a large patient base. Practice owner Dermot Keogh says: ‘We provide care for a broad age group, mainly of higher end patients and get people from around the country because they are recommended to us. We’re a family optician so we can treat a lot of patients.’