CATHEDRALS, CANARIES AND COBBLED STREETS
It is often said that Norwich could ‘boast a pub for every day of the year and a church for every week’ along its medieval cobbled streets. The city is graced by more than 30 medieval churches, a majestic Norman Cathedral and the 12th Century castle on its tall mound. As for pubs, with 60 to choose from there is no danger of going thirsty any time soon.
Spread over nearly 40 square kilometres of Norfolk and sited on the River Wensum, Norwich has evolved from its Saxon roots to become one of the UK's leading cultural centres.
Speaking to Optician, Matthew Conway, owner of 100-year-old local practice Dipple & Conway, explained that practicing in a top UK shopping destinations has allowed local independents to differentiate their services and learn from each other.
[CaptionComponent="2183"]‘All the shops are packed together within walking distance,’ said Conway. ‘And the majority of the city centre is pedestrianised. There’s loads of independent retailers giving the place a distinctive character but there are also branches of every major high street chain, including a large Apple store, John Lewis and House of Frasier.
‘The independents really shine in Norwich, with dozens of indie jewellers, opticians and clothes stores. Also, there's no end of independent restaurants, cafes, bars and pubs. You could eat, drink and shop in luxury every day without ever having to visit a chain store. It’s a fantastic, buzzing place to live and work.’
BRANDS ON THE BROADS
[CaptionComponent="2184"]Of course, offering a wide choice on the high street brings competition, but another optometrist in Norwich, Paul Reeves, who is manager of D R Grey Opticians Norwich, said establishing a long-term relationship with patients was key to gaining an edge.
He said: 'It is somewhat challenging because of all the competition. We are a one-practice independent and it doesn’t get any easier. Individual attention to the patient is key, building up a relationship over many years. We have been in these premises for 14 years but the practice has been established in Norwich for well over 50 years.’
The range of brands at D R Grey, including Radley, O’Neill, Police, Superdry, Gucci and William Morris, were designed to meet the needs of Norwich’s mixed demographic.
Dipple & Conway is a high-end, premium practice and charges £60 for a 40-minute private eye examination, with a typical total dispense value of about £400. But this is not necessarily typical; the high street’s multiples and other independents offer more affordable eyecare, according to Conway.
However, Dipple & Conway targets the city's affluent with their stock of fashion eyewear . Conway said: ‘Our clients tend to come from all over the county. They do appreciate the brands, including Chanel, Dior and Ray Ban, but tend to focus more on quality. Not many people have heard of Lindberg but the clients love them for the quality rather than the name.
‘Our clients want the very best service, frames, lenses and clinical care so that is what we provide. We invest heavily in clinical equipment, such as OCT, and so attract clients with more complex clinical needs but who also understand that it does not come for free. Our clients are loyal and tend to remain with us for life.’
[CaptionComponent="2185"]FUN FACTS
• Comedy show 'I'm Alan Partridge' (pictured) was set in Norwich. His spoof calls for ‘the pedestrianisation of Norwich city centre’ in the 1990s were backed by council bosses last year
• Norwich cathedral has the second-tallest spire in England after Salisbury catherdral
• The Norfolk Broads are mentioned in David Bowie’s song, ‘Life on Mars’
• Norwich City FC are nicknamed ‘the Canaries’ after the birds came with 16th century refugees
• Norwich is the home of national favourite brands Coleman’s mustard and Kettle Chips
WHO'S IN TOWN
Total: 20
Independents: 14
Multiples: 6
AVERAGE COSTS
Prices for an eye examination in Norwich city centre, among nine practices contacted, ranged from £10 to £60. The average cost for a basic eye exam was £29.40.
POPULATION
During the last decade the over- 65s in Norfolk increased by 39,200, representing 23.6% growth in this age group. (Norfolk Insight).
COMMUNITY EYE CARE
According to the Locsu Atlas Map of Optical Variation, the Norfolk & Waveney Local Optical Committee has secured contracts for OHT monitoring, cataract post-op, cataract referral and glaucoma repeat readings.
HEALTH AND AFFLUENCE
•32,110 people living with some degree of sight loss in 2011, or 3.74% of the population, expected to increase to 4.31% by 2020 (RNIB sight loss data tool)
• Average house price for semi-detached property in Norfolk: £155,639 (Land Registry)
• Number of NHS sight tests in Norfolk during 2012/13: 221,384 (RNIB)
• Cost of expenditure on problems of vision per person: £51.96 pounds
• Proportion of overall budget spent on vision: 3.1% (England average is 2.4%)