Optician Awards. Luke Haynes reports
Cameron Beaumont is an independent optician that has stayed true to its original values. Founded in Huddersfield in 1901 by Dyson Beaumont — the first president of the British Optical Association (BOA) — the company prides itself on excellent customer service; something which has helped to establish Cameron Beaumont as one of the most trusted names in ocular healthcare in the north of England.
Despite staying loyal to its humble beginnings, the family practice has moved with the times in order to provide patients with the latest eye care technologies. Both OCT and Optomap retinal imaging are now used by practitioners to guarantee expert eye examinations.
As well as a strong commitment to clinical excellence, the practice offers a vast range of frames and lenses. Taking inspiration from international events, such as Silmo and Optrafair, the practice stocks over 100 frame designs from 50 brands and looks to strike the correct balance between niche and popular when choosing its selection.
Dyson Beaumont’s great-grand-daughter, Vicky Brooks, along with her husband Neil Brooks and step-sister Heidi Raper have owned the Wetherby practice since 2007. A second practice, which opened in March of this year, is situated in York.
Neil, who works five days a week at the Wetherby practice, explained how the couple first began their journey in retail optics. ‘We met at university and, once we qualified, we moved to Harrogate. At that stage, we needed to branch out, it was all a learning process. We worked for the Outside Clinic and Bristol Eye Hospital, before finding out where we wanted to go,’ he said.
After taking over the business from Vicky’s father in 2007, the new owners of Cameron Beaumont made several changes to the store in Wetherby. Replacing the out-dated computer systems with new practice management software, the family saw instant results and were able to reach the next level. ‘We saw a 30% increase in turnover from the previous year, and that has been pretty much maintained from there’, he says.
As well as revolutionising the booking system, the couple equipped the practice with state of the art technology. With an OCT machine and an Optomap digital retinal imaging device the team at Cameron Beaumont is dedicated to incorporating the latest technologies into its practices. Vicky warns that finding the right balance between modern and traditional methods is something the practice works on.
‘I think the thing is we don’t just invest in technology for technology’s sake. Everything we buy, we consult first with ophthalmologists,’ said Vicky. ‘We don’t just buy a piece of kit then find that the consultants don’t like that piece of kit or trust the results. Everything is considered,’ she says.
With many loyal patients visiting their practices, Vicky and Neil offer their opinion as to why they won Optician’s Independent Practice of the Year award. In particular, the couple emphasised the importance of the patient journey. ‘Where we are really good is that we talk to our patients about what we are doing. With 40-minute eye examinations, [patients get] that face time with us plus contact and continuity. It’s all down to customer service at the end of the day, giving a high level, which constantly makes people think,’ says Neil.
Vicky agrees with her husband: ‘It doesn’t end with them taking the glasses away, we phone patients a few weeks after to find out how they’re getting on, make sure there’s no issues.’
In addition to offering extended eye examinations, Cameron Beaumont looks to go the extra mile when dealing with clients. For example, within the practice, glasses are presented to patients on special trays and those purchasing high-end frames receive Belgian chocolates. What is more, the owners also publish their own newsletter to keep patients abreast of recent changes to its collection of frames or services.
Despite winning the award, Neil is humble about receiving the accolade, saying that a number of opticians could have walked away with the prize. ‘A lot of people entering the Optician Awards are forward thinking, exactly like us. It’s nice to be recognised but a lot of opticians might be reassured that they are doing the same as us. I don’t think we are head and shoulders above everyone else,’ he says.
Independent practice of the year 2017
Winner: Cameron Beaumont Optometrists and Opticians
Shortlisted:
Cameron Optometry
Dipple & Conway
H&H Eyecare
Robinson Optometrists
Taank Optometrists