JS Optical director and owner Jamie Sawyer was destined to work in the ophthalmic lens sector. His father, John Sawyer, had spent over 20 years as managing director of ophthalmic lens equipment manufacturer Coburn Technologies along with helping to establish Hoya’s production facility in Wrexham.
Having spent so much time around lens manufacturing, it made sense that Sawyer started his career in optics at just 16 years of age. Starting at a Kidderminster-based lab learning the ropes, he then moved to a sales role at Hoya five years later. A move to Dollond & Aitchison followed, where Sawyer built up the multiple’s in-store lab network and recruited lab technicians. When D&A began to close its labs down, the chance to go it alone in 1998 was too good to miss.
The first year of any new business is a crucial period that sets the tone for the future. In Sawyer’s case, his new JS Optical outfit could count on a steady supply of work from D&A for the first 12 months. The two-machine set up was basic and he received part-time technician assistance. But the quality of the work was clearly very good; surfacing was added within a year and three premises changes within a short space of time showed the increasing volume of work.
This was very much the theme for the next 10 years, before the company acquired local laboratory, A&S Westrow, which was brought into JS Optical, along with its staff, just over two years after the purchase. The acquisition brought not just additional customers, but a team of experienced staff.
In 2015, the company also acquired Oakhill Optical, based in Lye. Sawyer co-owns the business with his cousin Steve Lea and using the company’s buying power along with some additional machinery, Oakhill is now running in the black again. Some streamlining had to be put in place, with staff numbers reduced.
The MEI Systems edger has bolstered the lab’s capabilities
The acquisitions the company has made in recent years is indicative of the shifting landscape of ophthalmic lens production in the UK. Keeping up to date with the latest equipment developments while juggling financial dealings and identifying growth areas is a hard task, as Sawyer attests.
Brand building has been a major theme for the business during the past three years. Although the work the lab carries out for practices focuses on the West Midlands, it has clients all over the country thanks to its central location. These local customers are served with a delivery and drop off van service.
The vast majority of work the lab produces is for independent practices. Only a fraction of jobs are undertaken for multiples, because this is not an area that Sawyer wants to focus on. ‘We’ll get the odd job in, but that tends to be from someone that knows the lab and has a certain type of job that needs doing.’
In the north of England, business development manager Phil Sherne has been credited with developing its customer base and spreading the word about what the lab is capable of. In the three years Sherne has been with the company, he has been able to use its freeform surfacing production line, along with its own freeform varifocal lens product Pure HD.
‘Ever since day one, our profit has increased year-on-year, so it’s important that we maintain that and implement measures to allow that to happen. I never really appreciated how important the sales side of the business was until Phil joined,’ said Sawyer.
Sherne is an ophthalmic lens industry veteran, having worked at Rodenstock for 15 years and Shamir for seven years prior to joining JS Optical. ‘Working for an independent lab has been something of a learning curve, but an enjoyable one,’ he says.
‘Getting new accounts is tough at the moment. A lot of practices are stuck in their ways and won’t try something new. You can’t go into places and just offer glazing, that’s not enough. So we need to look at ways to stand out and offer something they’re not getting anywhere else,’ he adds.
Recently, Sherne’s sales armoury has been bolstered with the addition of new machinery and a wide range of complete glazed frame packages.
The MEI Systems TBA 641 edger has had a profound impact on the company and the quality of the work it can now achieve.
‘It was a purchase I agonised over for nearly 12 months,’ says Sawyer. ‘I ran the numbers and projections over and over to see if would be financially viable, but it has been well worth the investment and we must be one of a few independent labs in the UK to own one.
‘Having been in labs for a long time, there are few products that give you the wow factor and leave you wondering how the technology works. It has also allowed us to become more bespoke in what we can offer. If someone does have a frame that’s a bit different from the norm, we’ll be able to work with it.’
Some of the company’s 15 members of staff
Edging quality is now much higher and more consistent, but the wastage rates means the company is now avoiding unnecessary costs. ‘At the last count, we had experienced three incorrect lenses in 32,000 jobs,’ says Sawyer. When a high specification progressive from a major branded supplier can cost the lab nearly £100, dependable edging is paramount. Further investment will be made in 2017 with the addition of a new high speed polisher.
Complete frame and lens packages have also been significantly developed by Sherne during his tenure. ‘This type of package allows practices to dip in and out of our products. They may well be Essilor stockists, but have a job where they don’t want to use one of their lenses,’ says Sawyer.
With the company’s online ordering system, practices can order from a range of lens brands and also have lenses for frames in package collections glazed remotely. Frame suppliers include Continental Eyewear, Eyespace, Optical Service and Emporium, which both Sawyer and Sherne say JS Optical has built a fantastic relationship with. ‘They really will go the extra mile for us and have a great range of frame products,’ says Sherne. However, both feel that working with a range of frame suppliers is vitally important to cover different budgets and frame styles.
Another way in which the company will be able to grow is to increase its range of lenses for sports use. It already has a well-earned reputation for the production of shooting spectacles, but will now use the capabilities of the new edging machinery it has at its disposable to bolster the range to include other sports like cycling and golf.
Improved marketing and brand building has also paid dividends. ‘I like to think we go the extra mile with the little details for clients,’ says Sawyer, showing glossy varifocal markings cards, JS Optical freeform packaging and a glossy pricing catalogue. ‘It all helps reinforce the JS Optical brand. Some labs will just send clients a sheet of paper with their prices on, which will get coffee on or lost.’
Out of all the lab’s strengths, its personal service is one of the most important, says Sawyer. ‘We like to build long-standing relationships with our clients. If someone rings and says business is a bit quiet in their region, we’ll share feedback from elsewhere so they can judge if it’s isolated or more widespread.’
Long-standing relationships are helped on their way by well-established members of staff. Between JS Optical and Oakhill, the company employs 15 people, many of whom have over 30 years of experience, with the average being 15. The company has struck a balance of old school sensibilities of experienced staff and high service with a thirst for expansion that sees it at the forefront of lens manufacturing technology.