Opinion

Viewpoint: An independent vision

Eyewear agent Jason Deane-Armstrong explains how niche eyewear brands and personal service are reshaping the UK’s eyewear market
Jason Deane-Armstrong

I started my company, Independent Eyewear, nearly 10 years ago after spending 12 years working in the optical industry. In my final year before launching the business, I was employed by one of the large frame suppliers, whose approach was to place their ranges in every optician that wanted them, within any town or city.  

This often resulted in the stockist dropping the brand, but the company didn’t seem concerned ¬ it was all bottom line. I really wanted to do things differently and reflect the changes that were starting to happen. 

The UK’s eyewear industry has undergone a significant transformation over the past two decades. What was once a landscape dominated by volume sales has evolved into a more dynamic market characterised by niche brands, personalised service, and a renewed appreciation for craftsmanship. This shift is empowering independent opticians to thrive in an increasingly competitive environment. 

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