Chris Bennett: One size or shape does not fit all

Putting frames on faces is a much maligned aspect of optical practice but it’s time to rethink how powerful that process is.

Set against the sexy science of contact lenses, the worthy world of clinical practice and the high-tech arenas of spectacle lenses and coatings, it can easily be forgotten that for most people a visit to the optician is mainly about frames.

Optician has profiled, and presented, awards to those practices that understand the importance of frame style and fitting. A great example is described by Zoe Wickens in her visit to Mincher Lockett. By embracing styling it quadrupled its average dispensing value, changed customers’ lives and turned its business around.