Optician Awards 2018: Practice Growth Award

Fortune favours the bold, and Cameron Optometry has been very bold recently. Sean Rai-Roche reports on a completely new strategy and ways of working at the Edinburgh-based practice

In our increasingly interconnected optical world, it is hard to innovate to the extent that you stand out from the crowd. It is even harder to orientate a whole business away from what you have always done and towards a strategy that is entirely different. But this is exactly what Cameron Optometry has done. As a result, it has won the Practice Growth Award 2018, sponsored by A+E+L Markham.

Over the past two years Cameron Optometry has completely changed its strategy, moving from a common model dispensing mainstream brands to a high-end boutique that specialises in rare and interesting designs you are unable to find online. ‘I think we’ve done something quite radical in the way that we have changed from a quite common model,’ says Ian Cameron, managing director of Cameron Optometry.

Cameron’s rigorously thought-out and beautifully designed new outlet now only displays 21 frames, compared with the 600 designs it used to and which you could find in most independent practices. It now focuses on high-end, expensive frames and an affluent patient base. ‘It was potentially quite a risky move,’ says Cameron. ‘But it’s paid off in every way that I hoped it would. And we’re proud of that and particularly the team that got behind it. It was quite a radical change for everybody.’

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