Fashion and eyewear are inextricably linked and Optician wants to reward a practice that understands how that is translated into retail optics. The winning practice will understand the importance of colour, style and trends while demonstrating proactivity in sourcing product that makes the practice stand out. Our judges want to see the active encouragement of eyewear as a fashion accessory and the engagement of converts to eye fashion. The panel will be particularly interested in hearing from entrants how their practice is promoted and positioned within the community, how new brands are sourced and about links with other fashion-focused businesses.