Inside the opticians celebrating its 100th anniversary

The fourth-generation family firm now has 13 branches across Norfolk and Suffolk, and has managed to not just survive, but thrive - despite fierce competition from chains. 

“It is really special,” says Emma Amey, who now owns the flourishing heritage brand with her husband Robert. His grandfather, the eponymous Cecil, opened his first practice in Norwich a century ago.

The Amey family now operate 13 practices across East Anglia, after acquiring Pennington's Opticians and its three branches in Beccles, Loddon and Lowestoft earlier this year.

Robert and Emma have been involved in the business for more than three decades and have welcomed their two sons Dan and William, son-in-law Josh Newman, and daughter-in-law Cristina Amey into the group.

The Amey family: Robert Amey, Emma Amey, Josh Newman, Cristina Amey, Dan Amey and William Amey (Image: Cecil Amey) “We’re so proud of the work we do and the investment we continue to put into the high street,” said Emma.

“It feels poignant that in this 100th year we have expanded once again with the acquisition of Pennington's Opticians and we look to bring them into the fold of the Cecil Amey way.”

Defying the odds

The number of independent opticians is on the decline across the UK, with corporate chains controlling an ever-increasing share of the services provided on the high street.

According to the Office for National Statistics (ONS), there were 5,080 optical businesses operating in the UK in 2022, with approximately 4,400 in England.

It is now estimated that more than three quarters of optical services are delivered by large multiples and corporate chains.

Cecil Amey founded the company in Norwich in 1924 (Image: Cecil Amey) “We seem to be defying the odds at the moment because the industry is constantly changing,” Emma said.

“It’s a battle to try to keep up with all the changes in technology and adhering to the clinical governance 'red tape', all while trying to maintain a family ethos and keeping a moral compass in place as to how we go about running the business.

“With the addition of our own fully integrated audiology team we look to provide the full clinical service that has become the norm from an independent practice. We are proud to be able to offer the same standard in ear health care as we have for so many years in eye health and eye wear.

“It's important for us to feel like we’re honouring Cecil’s vision and maintaining the standards he set in conjunction with maintaining and securing a future business for our family and all of the team here to thrive in.”

Cecil Amey in Norwich (Image: Cecil Amey) Secrets to independent success 

Despite keeping one 'eye' on the competition, the real secret to Cecil Amey’s success is perhaps lies in remaining focused on improving its own services and providing customers with personalised care.

This is something Emma says is key to the long-term survival of independents.

“I remember a conversation with one of our practice managers when we were contemplating whether to close on Christmas Eve,” she said.

“She was adamant that we couldn’t because she had a family member that always came in on Christmas Eve for their sight tests when they picked their son up from the station returning from university.

“She felt it would be difficult for them if we closed and believed that after their years of loyalty she would open for them herself if she could.

"Those personal relationships are what we all strive for and it’s a delight to see the team rewarded with trust and confidence, with several generations of the same families coming to see them.

“Affording ourselves more time for appointments and seeing fewer people each day gives our clients space, privacy, time and attention to make the right decisions for them.

Inside Cecil Amey's Watton practice (Image: Cecil Amey) “I think as an independent we have the opportunity to be more agile in the running of our business. If we feel something is not working we can act on it and respond much quicker than a large multiple, who generally have a much longer chain of command.

“It makes us more responsive to our patients’ needs. We can also focus on opportunities for progression of our team members.

“Over the last 30 years we have funded and helped put 26 members of staff through professional qualifications. Giving people the opportunity to develop and progress not only affords people personal growth but means we are providing our clients with the most knowledgeable and highest qualified staff available to us.”

Members of staff at Cecil Amey (Image: Cecil Amey) 'Looking' to the future

The business is set to offer franchising opportunities with the launch of the Cecil Amey franchise partnership.

“We have six members of the Amey family working in the business, but there are 90 people who are responsible for the success of Cecil Amey,” Emma said.

“We firmly believe in providing opportunities and encouraging people to create their own legacy within the company. 

“Fundamentally, the heart of this business is very strong and it is growing with each addition to our team, allowing us to continue - as Cecil did - to provide a critical service on the high street.

Members of staff at Cecil Amey (Image: Cecil Amey) “We have continued to reinvest heavily in the high street over the years. We’ve relocated and refurbished, particularly in market towns where everyone seems to be selling up or closing down.

“We don’t want to give up on our towns and high streets. They are the hub of our communities and - as we all witnessed during the recent pandemic - vital at times to many of us.

“When I think further into the future I do smile wondering if any of our four young grandchildren, Elizabeth, Felix, Freddie or Ralph, will one day be running the place. I like to think so.”