Curtis Opticians wrote the kind of Optician Awards entry the judges love to read. It hit every element of the criteria laid out in the entry process and some. The Londonderry practice has catered to the optical needs of the local population for six generations, its patients range in age from 18 weeks to 103 years.
The business was started in 1928 by jeweller HP Curtis and was carried on by his three sons, Harold, Noel and Derek. The third generation sons of Derek, optometrist Paul and DO Ian, carry on the family tradition along with their current team of 18.
Ian says the ethos of the practice is to provide five-star quality eye care service and products ‘to everyone who visits our practice, in our relaxed, family-friendly and welcoming atmosphere’.
As well as its heritage what differentiates Curtis Opticians is the staff. ‘We engage with the community in many charitable projects and have developed a school connections programme, advising on eye care, and careers in optics,’ he says. Excellence in eye care is also a must. ‘We endeavour to be first with any new technology on the market for eye tests, dispensing and practice management, adding OCT, and various different computerised dispensing aids as they become available.’
The practice’ four test rooms, running fully booked a week in advance for most of the year, use the latest software options to handle the management of a busy practice. Curtis Opticians has also developed its own staff training programme which is carried out by senior dispensing staff to ensure all staff reach the same level of competence.
While busy, the practice still maintains a human touch. ‘Domiciliary care is still provided to patients by Paul, which gives a more personal touch as many of these, immobile customers, still like to see a familiar face. This is not ideal for time management but is greatly valued by them and their families, ensuring loyalty for generations to come. Home delivery of the spectacles is carried out by Ian or Paul Curtis.’
The practice boasts a huge range of eyewear products to satisfy the large customer base built up over the years. It claims the largest selection of eyewear brands and products in its area.
‘With three generations of family having a close bond to the practice, experience with more complicated prescriptions and dispensing problems have been learnt and passed on so it is rare that we are unable to remedy our patients’ visual needs.’
Educating the public
Ian says the practice is always looking to improve and says a continued effort from all areas of the profession to educate the public on the importance of eye tests as a general health check, and not just a visit for new glasses, is needed.
‘I believe that many of the lens and contact lens companies are currently doing great work through advertising, and also taking time for bespoke training programmes with independent practices.’
The Curtis brothers also made the most of the awards night. The team arrived with few expectations having been shortlisted in the Independent category in the past and having seen the quality of the competition. ‘It was therefore a fantastic surprise. We were really delighted to win and it was lovely that we were able to bring some members of staff along to share the experience,’ says Ian. The win was truly a team effort, he says. ‘To receive recognition from our own profession has been very special for them all. The new shiny trophy that has appeared in our window display has become a great topic of conversation with all our patients.’
The local press has also been very supportive, he says in promoting the award while it has generated the biggest response on Curtis’ Facebook and Twitter pages.
‘With plenty of 2015 still to go we hope to capitalise on the award with further mentions in the press and on our upcoming new website design.’
Curtis says he would have no hesitation in encouraging others to enter the Optician Awards. ‘The awards night was, as always, an extravagant affair. Sitting at a table to the back of the room allows you to feel just how impressive an event it is with such a large turnout of people from all areas of the profession. It was also great to catch up with friends we really only get to see at Optrafair!’
It also has practical advantages for any practice. ‘It is a renowned and well established event and will not only allow you to promote your prestigious award but also create a feel good factor within the practice team that is very hard to beat.’
Family optician of the year
Winner: Curtis Opticians
Shortlisted:
- Bowen Opticians
- Hammond and Dummer Opticians
- Keith Holland and Associates
- Walford and Round Opticians
