As 2021 turned into 2022, did we all forget to wish each other a happy new year? In normal times, every email I had written or received in early January was prefaced with ‘happy new year!’ Every meeting, personal or professional, commenced with a ‘happy new year’ from both sides, but on the big day this year, my WhatsApp was notably quiet.
I noticed it enough to think it was a bit odd. I asked a few friends and colleagues before I wrote this to make sure I didn’t look like a ‘Billy no mates’ and the feedback was the same. Is no one happy? Or is no one wanting to wish each other happiness?
It’s something to do with the pandemic, of course, and its disruption of everything. There is a sense in the air that we are coming to the end of something, but is it the end of the pandemic? To me, this feels like the end of a film, or part one of a trilogy. Parts two and three will be out soon, which will hopefully be decidedly less interesting or impactful than the first global blockbuster, and I probably won’t take much notice of them.
If we are coming to the end of something, as optical professionals, what can we expect from the sequel?
Let’s start with the in-store experience. Around September last year I noticed my staff not cleaning frames after customers had tried them on. ‘Oi!’ was my response. I didn’t need to remind anyone in December and January, but for how long should we be disinfecting frames? Is anyone else still doing it? Does it make any difference?
Then we have the eye exam. Enhanced PPE feels like it’s going to be around for a while. But even with my own optometrists, there is resistance to it already. Should they still wear PPE? Should I be forcing them to wear it?
My retail staff stopped wearing facemasks in the summer and I let that one go. I didn’t need to tell them to mask up again in November and they are still going strong, but what about our customers?
I read an article over the weekend about women finding men more attractive in a mask. The journalist suggested this was because masks made men look like they were from the medical profession and this was in some way attractive to women. I laughed out loud. It’s clearly because half of the ugly face is hidden, which is a trick I often employ in reverse with big bold glasses to improve symmetry, but we do need to see people’s faces to advise them on what glasses to buy.
What about tradeshows? I’ve been discussing this with other brand owners, two of whom proclaimed them ‘dead’, ‘over’ and ‘global super-spreader events’ but I argued a show wasn’t any different to a package holiday in Spain in terms of risk.
I need tradeshows. My reps have not been able to get appointments with opticians for two months because everyone is short-staffed. If that continues, will opticians even have time to visit shows? That said, all the shows this season are cancelled except for Vision Expo East in New York. That leaves me wondering if it’s time to put on another Great British Eyewear show.
Life moves on, business adapts and people adapt. As part of that notion, I launched a website this month to sell Matrix sunglasses. I’m learning a hell of a lot about online glasses selling. I don’t want to sell Tom Davies online, but I did put Catch London online. I sold one pair. I concluded that online retailing in eyewear is only for the sub-£70 market. Some things are not worth adapting for.
As we approach the end of Covid part one, it seems to me that, actually, we can expect a few small changes, but normality is tantalisingly close. I’m feeling more optimistic now than at any time since February, 2020.
Therefore, all that remains for me is to make belated amends and wish you all a happy new year and a fantastic 2022.