For almost two decades, WINK Optometrists has built its business around a compelling proposition: that clinical expertise, independent design and genuine hospitality belong in the same room. As optical retail navigates the rise of direct-to-consumer brands, shifting client expectations and an increasingly crowded marketplace, WINK offers a blueprint for how independent practices can remain relevant and distinctive.
“Clients might remember the eyewear they purchased, but they’ll always remember how you made them feel.”
That belief lies at the heart of WINK Optometrists. Founded by Jo almost 20 years ago, the practice emerged at a time when the optical experience was still predominantly clinical and frame collections tended to be conventional and conservative.
Jo imagined something more personal: a space where exceptional eyecare could coexist with fashion, design and human connection. Rather than treating eyewear as a functional afterthought, WINK positioned it as a form of identity an object shaped by craftsmanship, culture and personal style.
The idea resonated. Word of mouth brought clients from further afield, while long-term relationships transformed the practice into a community. Today, WINK continues to distinguish itself through independent eyewear, personalised advice and a design-led environment that feels closer to a private home or gallery than a traditional optician.
Curated Optics spoke with the WINK team about the value of physical retail, the changing relationship between boutiques and brands, and why the future of independent optics may depend less on selling and more on hosting.
What is the story behind Wink Optometrists, and what inspired you to create the space?
WINK was founded almost 20 years ago by Jo with a simple vision: to create an optical practice that felt different. At a time when optometry was largely centred around the clinical experience, Jo believed there was room for something more personal, creative and inspiring. She wanted to prove that professionalism, honesty and exceptional eye care could exist alongside great design, individuality and genuine human connection.
From the very beginning, WINK was built around community. It has always been about getting to know people, helping them express their personality through eyewear, and creating an environment where customers felt welcome rather than intimidated. Seeing someone walk out wearing a frame that truly suited them and watching word of mouth bring people from all over to experience that feeling became the greatest validation of what WINK set out to achieve.
In those early years, the optical landscape offered very little beyond conventional, conservative frame collections. Jo searched tirelessly, both locally and internationally, for independent designers who were creating eyewear with character, craftsmanship and originality. She wanted to introduce colour, bold shapes and beautifully made frames that allowed people to express themselves rather than simply correct their vision.
Today, that philosophy remains at the heart of WINK. The practice continues to curate some of the world’s finest independent eyewear while delivering expert eye care in a relaxed, welcoming space where style, substance and community come together. This focus on carefully curated independent eyewear, personalised service and a loyal community continues to define WINK today.
Your practice has a very distinctive architectural identity. How important is design in shaping the customer experience?
Design has always been central to the WINK experience because it shapes how people feel from the moment they walk through the door. After almost 20 years in business, we’ve had the privilege of caring for generations of families and friends, so it was important that our space felt warm, welcoming and approachable for everyone, regardless of age.
As we began designing our new store, we spent a lot of time reflecting on who we are as a business. Community and relationships have always been at the heart of WINK, and we wanted the space to reflect those values just as much as the eyewear we curate.
The experiences we remember most are rarely about simply buying something. They’re about stepping into someone else’s world for a little while. You might leave with a loaf of bread, a beautiful lamp or a new pair of glasses, but what stays with you is the feeling of the place itself. That was our ambition for WINK, to create an environment where people almost forgot they were shopping. Somewhere they could slow down, have a coffee, open a drawer, explore, ask questions and genuinely enjoy the experience.
We deliberately moved away from the traditional retail counter. Counters create a barrier between people, whereas our central island invites conversation and encourages clients to gather around together. It changes the rhythm of the space, making every interaction feel more relaxed, collaborative and personal.
Every piece of cabinetry was custom designed to feel like a small piece of each of us.
How do you see the eyewear industry evolving over the next five years, particularly for independent optical boutiques?
We’re optimistic about the future of independent optical, but we also think our role is becoming even more important. Eyewear is something that needs to be experienced in person. You can browse online, but you can’t replicate trying on a frame, feeling its craftsmanship, seeing how it changes your face or having an honest conversation with someone who understands style, fit and lenses. That’s where independent boutiques will always have an advantage.
The businesses that continue to thrive will be those that offer genuine experiences rather than simply selling products. We love having a storefront because it’s a place where people can slow down, have a conversation and discover something unexpected. Some of our favourite appointments end up feeling less like a transaction and more like catching up with friends.
One challenge we do see is the changing relationship between independent retailers and some of the brands we’ve helped build. Independent boutiques often invest years introducing niche designers to new audiences, creating loyal communities around them. It can be disappointing when those same brands later prioritise direct-to-consumer channels or their own flagship stores without maintaining the same level of support for the independent retailers who helped establish their presence. We believe the strongest partnerships are those where both the brand and the retailer continue to grow together.
From a product perspective, we’re seeing an exciting shift away from chasing trends or producing endless variations of the same shapes. Instead, more brands are embracing exceptional craftsmanship, limited production runs and thoughtful design. Clients are becoming collectors rather than simply consumers. A great frame can evolve over time with new lenses, fashion tints or by being transformed into sunglasses, allowing people to refresh their look while investing in something made to last.
At the same time, our visual needs continue to grow. As people spend more time working across multiple digital devices and balancing different lifestyles, it’s increasingly common for one person to own several pairs of glasses, each designed for a specific purpose. That makes personalised advice more valuable than ever. Helping someone find the right lens solutions and the right eyewear for the way they live is something technology alone can’t replace, and it’s where independent optometry will continue to shine. WINK’s philosophy has always centred on personalised styling, carefully curated independent brands and expert advice, an approach that reflects the growing demand for quality, individuality and tailored vision solutions.
Walnut sits alongside candy-coloured lacquer, travertine, glass and polished metal, creating a layered, lived-in environment that feels more like a thoughtfully curated home than a conventional optical practice. That attention to detail reflects our approach to eyewear itself carefully curated, deeply considered and designed to create lasting connections with the people who visit us. WINK’s philosophy has always centred on combining exceptional eye care with a highly curated, design-led environment that fosters connection and individuality.
How do you curate your eyewear collection, and what qualities do you look for when selecting new brands?
From the very beginning, WINK has taken a different approach to eyewear. For almost 20 years, we’ve consciously avoided heavily logo-driven collections and fast fashion. It wasn’t a marketing strategy it was simply an organic reflection of what we love. We’ve always been drawn to independent brands that value craftsmanship, originality and timeless design over trends.
We believe the best eyewear tells a story. It’s thoughtfully designed, beautifully made and created by people who genuinely care about the product. That’s why we seek out independent makers whose philosophy aligns with our own and whose collections offer something distinctive rather than simply following the market.
Over the years, we’ve also become more intentional about the partnerships we choose. If we’re asking our clients to invest in a premium product, then we expect the brands we work with to stand behind that product with the same level of care that we offer every day. Great design is only one part of the equation after-sales service, reliability and genuine support matter just as much.
Trust is at the centre of everything we do. Many of our clients have never heard of the brands we recommend before walking through our doors, yet they’re willing to invest because they trust our advice. We take that responsibility seriously. For us, every relationship needs to be mutually supportive, with the customer’s experience always coming first. If a partnership no longer reflects those values, we’re comfortable moving in different directions.
That philosophy extends beyond eyewear. Whether it’s our lens suppliers, the designers who helped shape our space or the artisans behind the collections we stock, we want to work with people who value long-term relationships, integrity and collaboration. When everyone shares those values, the end result is a better experience for our clients and that’s always our priority. WINK continues to curate a highly selective collection of independent eyewear brands chosen for their craftsmanship, individuality and commitment to quality, reflecting the practice’s long-standing philosophy of thoughtful curation over mass-market fashion.
What role do fashion, culture, and architecture play in the way you present eyewear to your clients?
For us, those three things are impossible to separate. Fashion, culture and architecture all influence the way we see the world, and they naturally shape the way we present eyewear.
Fashion is our first love, but not in the sense of following seasonal trends. We’re far more interested in personal style than fashion cycles. Great eyewear has the ability to become part of someone’s identity, and our role is to help people discover pieces that feel authentic to them rather than simply fashionable for the moment.
Culture is equally important because it gives meaning to the objects we surround ourselves with. Many of the independent designers we work with draw inspiration from art, music, architecture, film and craftsmanship. When we introduce a collection, we’re not just talking about its shape or colour we’re sharing the story behind it, the people who made it and the ideas that inspired it. We think clients connect with that on a much deeper level.
Architecture influences how those stories are experienced. Every decision within WINK, from the custom cabinetry to the materials, lighting and open layout, was designed to encourage curiosity and conversation. We wanted the space to feel more like walking into a beautifully considered home, gallery or design studio than a traditional optical store. It’s an environment that invites people to slow down, explore and enjoy the process rather than feeling like they’re making a quick retail purchase.
Ultimately, we don’t see eyewear as a medical device or simply a fashion accessory. It’s where design, craftsmanship and self-expression meet. By bringing together fashion, culture and architecture, we’re able to create an experience that’s as memorable as the eyewear itself. That philosophy aligns with WINK’s broader approach of pairing carefully curated independent eyewear with a welcoming, design-led environment that celebrates individuality and craftsmanship.
What advice would you give to someone who wants to build a truly unique optical store today?
Be authentic.
People often say imitation is the sincerest form of flattery, but I don’t believe it creates anything memorable. The most inspiring businesses are an extension of the people behind them. They have a point of view, a personality and a sense of purpose that can’t be replicated.
If you’re building an optical store today, don’t spend your time looking sideways at what everyone else is doing. Spend it looking inward. Be curious, explore ideas that seem a little unconventional and create something that genuinely reflects who you are. The concepts that feel a little risky are often the ones that become your greatest point of difference.
Clients are incredibly perceptive. They may be impressed by beautiful interiors or a carefully curated social media feed, but they quickly recognise when a space feels like a copy of somewhere they’ve already been. Authenticity builds trust, and trust is what creates loyal, lifelong relationships.
I’d also encourage people to shift their thinking from retail to hospitality. Don’t think about serving customers think about hosting guests. Every person who walks through the door wants something different. Some want to talk for an hour, some want you to make the decision for them, and others want to understand every detail of their prescription and lenses. Learning to recognise those differences quickly and tailoring the experience accordingly is one of the most valuable skills you can develop.
Finally, surround yourself with people who are better than you in different ways. Build a team that’s curious, generous with ideas and always willing to keep learning. At WINK, we’ve found that the best ideas rarely come from one person they come from a group of people who trust one another enough to experiment, challenge each other and keep evolving together.
At the end of the day, clients might remember the eyewear they purchased, but they’ll always remember how you made them feel. If you can create an experience that’s genuinely personal, thoughtful and unmistakably your own, you’ll have built something no one else can imitate. That commitment to individuality, thoughtful service and long-term relationships has been at the heart of WINK since it was founded, shaping both its team and the experience it creates for every client.
From Retail Space to Cultural Destination
WINK’s story reflects a broader change taking place across the independent optical sector. Product selection alone is no longer enough. As access to eyewear expands and brands develop their own consumer channels, boutiques must offer something that cannot be reproduced online: discernment, context, technical knowledge and a genuine sense of belonging.
For WINK, that means transforming the optical appointment into an act of hospitality. Its frames may bring clients through the door, but it is the combination of expert care, personal connection and a clearly defined point of view that brings them back.
In an industry often preoccupied with the next collection, WINK’s competitive advantage is remarkably consistent: invest in relationships, create with integrity and never underestimate the commercial power of making people feel understood.
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