Cambridgeshire-based lens supplier Shamir took lifestyle lenses to a new level with its entry for the Attitude III family – it certainly struck a chord with the judges.
The product comprises three prescription sunwear lenses: Shamir Attitude III Sport, Fashion and single vision which combine to make up the family. This is designed not only to fit lifestyles but also a wide range of frame geometries, be they large, small, flat or wraparound.
Shamir and Attitude III was a consistent performer among the judges with strong scores across the board, pushing Attitude III individualised lenses to victory. Shamir’s history in leading lens technology was not lost on the judges. ‘A very strong contender,’ wrote one. ‘Shamir keeps producing innovative products and this is no exception,’ wrote another.
Attitude III creates a lens for every type of sport and active modern lifestyle through three fully individualised freeform lenses, two for progressive lens wearers, one for sport and the other for fashion, and the third for single vision lens wearers. The judges felt this presented an attractive proposition and the dispensing opticians on our judging panel commented on the opportunity Attitude III created for multiple dispenses. ‘This is a lens that could lead to more than one dispense with lenses customised to particular tasks,’ said one. The judges seemed well aware of Shamir’s lens design technology. One wrote: ‘A unique selection of lenses to enhance the sports eyewear sector, using their unique technologies to enhance the customer’s sporting experience and give the dispenser some truly great options at their disposal.’ Praise indeed.
Choice for all
Product development manager Tanya Storey says what Attitude III provides is options. ‘Shamir Attitude III lenses offer practices and patients unparalleled choice. Regardless of frame style, shape and size, or wearer lifestyle requirements, Attitude III will provide the right power in the right place to ensure the best possible visual performance and comfort. Whether single vision or progressive lenses are required, for either general daily tasks or sporting activities, the range of lens designs, materials and treatments available ensures we can deliver the ideal solution for all spectacle wearers.’
She says Shamir chose Attitude III following phenomenal feedback from wearers who had remarked on the overall improved high performance of their new spectacles. ‘We wanted to share our success stories and show practices that thanks to improvements in spectacle lens design and production technologies, we could now offer workable solutions for previously thought impossible frame, prescription and lifestyle combinations.’
Shamir has been shortlisted many times for an Optician Award and this year it saw an advertisement in Optician magazine calling for entries and decided to give it a shot.
Having been shortlisted so many times it wasn’t expecting to win. ‘We were immensely proud to have reached the shortlist stage, and although we were confident that we had a fantastic product to showcase, we never thought that we would actually win the award.’
Beaming with pride
Having waited so long for an accolade victory was all the more sweet. ‘It was, and will always be, one of the most rewarding evenings for Shamir. We were absolutely delighted and beaming with pride when we were announced as the winner – in fact we still wear the same beaming smile every time the product or awards evening is mentioned,’ she says.
Representing Shamir at the Awards on the night were Phil Bareham, the firm’s general manager and Storey herself and they both made the trip to the stage to collect the award. It is testament to the appreciative nature of the Awards audience and the regard with which Shamir and its staff are held that others on the shortlist were among those first to their feet to congratulate the winners.
‘We celebrated internally with a team dinner the night after the awards ceremony and then externally with a new trade campaign to raise awareness of our award-winning products,’ adds Storey.
The trophy now takes pride of place at the company’s UK headquarters for everyone who enters the building to see. Shamir has also been proactive in promoting its win through direct mail, its own website and the press.
Storey is very complimentary about the awards process and the presentation night which she described as: ‘fantastic fun’. It is perhaps the cohesive force of the Optician Awards in bringing the profession and industry together that was the ultimate winner on the night, she concludes. ‘It’s great to see so many deserving practices, individuals and products recognised for their contributions to our industry.’
Lens Product of the Year
Winner: Attitude III, Shamir
Shortlisted: Camber Technology, Younger Optics Europe, Transitions Signature VII Graphite Green, Essilor, Sensity, Hoya Lens UK