Cities are shaped and moulded by their industries, but arguably none more so than Stoke-on-Trent which is referred to locally as ‘the Potteries’. The ceramic industry has existed in Stoke-on-Trent since the 17th century and over time the city has become known as a ‘world capital for fine ceramics’. Following the general decline in British manufacturing towards the end of the 20th century, the city has changed and is currently undergoing a process of reinvention, with many of its old mining, steel and pottery works becoming heritage sites.
There is an impressive number of eye care services set up in the area, which helps keep the Specsavers store in Longton extremely busy. Optometrist director Judy Lea says: ‘Staffordshire is one of the biggest providers for eye care and there’s plenty of NHS referral contracts set up. It’s such a busy practice and is always booked up at least two days in advance. We do have a clinical diary to fit all the referrals in but will always have time to see people who come through the door.’
Stoke-on-Trent only established itself as a city in the 20th century, having been formed from a federation of six towns. As a result, optical practices in the different areas of the city have varying demographics. Lea says: ‘Stoke is a strange one because it’s made up of different towns. We’re based in the Longton area which was a traditional market town and it’s stuck to those values. Stoke people are really friendly, they will always make conversation with you unlike these busier cities where everyone is looking at their phones. In Stoke, everybody wants to talk to you.’
Over the 14 years since its opening, the store has become a trusted business in the community partly through its fundraising activities. Lea says: ‘People where we are like to see us getting involved with fundraising. It’s good PR for us and it lets people know we’re here, patients like to see us giving something back and it’s a nice gesture of good will.’
Independent Nustye Opticians has a total of eight practices in Staffordshire and Shropshire, six of which are spread across Stoke-on-Trent. One of the reasons for its popularity is its willingness to negotiate. Director David Newton says: ‘We have to compete with the big multiples by catering for our patients’ needs and if they’re really desperate we will negotiate with them on the price. We have a general price structure but offer flexibility for people who need it.’
The largest challenge Nustye Opticians face is the advertising budgets of the larger multiples. Newton says: ‘Nobody does it better than the green giant. I’ve got to hand it to them, they do a good job when it comes to advertising. It doesn’t do us much harm but any publicity is good publicity and they’ve got a lot of it.’
Who’s in town?
Total: 13
Independents: 8
Multiples: 5
Average costs
Prices of an eye examination range from £20 to £35. The average cost is £31.
Population - see pie chart
Stoke-on-Trent population: 249,008 (ONS 2011)
Community eye care
According to the Locsu Atlas Map of Optical Variation, Staffordshire Local Optical Committee has secured a contract for NHS Stoke on Trent CCG in cataract referral, children’s vision, glaucoma repeat readings, cataract post-op, OHT monitoring and a Mecs scheme.
Health and affluence
The average house price in Stoke-on-Trent is £128,799 (Rightmove, 2016) compared with an average of £216,750 for England and Wales (Land Registry, 2016).
NHS expenditure on vision problems in Stoke-on-Trent per person is £81, compared with the UK average of £89 (RNIB Sight Loss Data Tool 2015).
1,460 patients live in Stoke-on-Trent with late stage wet AMD and 710 with dry AMD (RNIB).
There are about 2,260 people living in Stoke-on-Trent who have cataract, 2,240 people with glaucoma and 15,270 with diabetes. Some 4,940 patients have diabetic retinopathy according to RNIB.
Fun facts
Stoke-on-Trent’s pottery companies include Wedgwood, Royal Doulton and Dudson.
Tyre company Michelin built its first UK plant in Stoke-on-Trent in the 1920s.
A campaign has been set up to turn Stoke-on-Trent into a World Heritage site due to its historic economic significance and leading role in the industrial revolution.
There are more miles of canals in Staffordshire than any other county in England.
The city is bidding for City of Culture status for 2021.
Pop singer Robbie Williams was born and raised in Tunstell, one of the towns which makes up Stoke-on-Trent.