As I reflect on my business career for this article, I can’t help but ponder on the twists, turns and opportunities life presents us along the way.

I once asked my father why he didn’t suggest I become an optometrist and he answered that I had always wanted to be a teacher! This was absolutely true but women in the 70’s were given very little choice. My options were to become a nurse, a secretary or a teacher and as I can’t type and feel queasy at the sight of blood, I decided that teaching was my destiny! I duly qualified as a secondary English teacher and taught for three years. I really loved my chosen profession but resigned when I was expecting my first child. I went on to have two more children – three in five years.

Life at home was incredibly busy before the kids went to school and craving for some adult company, I began working in my husband’s business. David was a manufacturers’ agent in furniture and needed someone to call on selected stores one day a week. I really enjoyed this new role of meeting people and the freedom and flexibility of life “on the road”.

My father, John Hill, was involved in the optical industry for more 50 years. First at Arthur Cox and later at Melbrex, the first manufacturer of spectacle frames in Australia after WW11. Dad became the national sales manager and designer there for twenty five years until he left to become the Safilo agent for Victoria.

A loyal Safilo man, he confided in me one day saying that Safilo had begun buying  high fashion factories around Italy and that they were looking for a sales agent. I applied for the position and thus began my career in optics working for Safilo selling Gianfranco Ferre, Missoni, Laura Biagiotti and  later, Gucci.

Each year I increased my territory adding South Australia and Western Australia to Victoria.

In the meantime David, through his contacts in the furniture industry, designed some beautiful spectacle cases made of fine leather and coffee tables made in the shape of a pair of spectacles which we then sold around Australia. The profit we made from these enabled us to buy two tickets to Mido in 1992 where we picked up our first collection with the purchase of 20 frames at a cost of $1000 and Eyes Right Optical was born!

We first exhibited at Odmafair in 1993. We went into this Show with a hobby and finished the Show with a business. People were excited about a high quality product with a point of difference.

The defining moment had arrived! Do I continue working for someone else or do I take a chance and really focus on developing my own company- Eyes Right Optical? I had a great product, I knew the customers and had a supportive and encouraging husband. So with much trepidation, off I set -sample bag in hand!

Eyes Right Optical began almost by chance but quickly evolved into a passion that I am proud to say still exists today. Whilst the company has grown from strength to strength, the values and determination to continually provide high quality, fashion frames that are “jewellery for your face” never waivers.

Key industry changes:

The rise of the corporates has been a significant industry change since the beginnings of Eyes Right Optical. It has been a catalyst for both wholesalers and retailers to embrace these challenges and explore new opportunities in the independent market.

The supply chain and the partnerships between the wholesalers and retailers have strengthened enormously. More and more I am seeing that the most successful practices are the ones where a mutual respect exists between the buyer, the practice staff and the sales rep. These practices know what they sell and they regularly replace fast moving product. They are keen to understand and learn about the frames and the production processes involved.

The other huge change I have noticed is that successful practices are stocking fewer brands with a greater depth of range displayed. Buying half a dozen frames from every rep who walks in the door does not lead to maximising sales. Patients do not need to shop around if they feel confident that they are selecting from a well represented collection.

Recent Developments:

The rise of technology and how it can be harnessed to improve efficiencies for both the wholesaler and the retailer will, I believe, be the greatest change in the future. At Eyes Right Optical, we are investing heavily in both hardware and software to improve our supply chain efficiencies. Will the rep’s sample bag ever be replaced by a laptop? I feel certain that the buyers we deal with will always want to lovingly stroke the frame, test its quality and marvel at the design and technology involved in its production!

The internet and buying on line is causing great consternation to some of our customers. The end consumer can only succeed if accurate details about the frame are easily accessible. A simple label covering the model number and colour is surely the first line of defence. Some people tell me of cases where the patients actually tear the label off the frame… There will always be people who will try to beat the system but let’s at least try to make it difficult for them! 

Most satisfying aspects of my job:

There are three areas of my job that I find to be most satisfying. The first is seeing a consumer wearing one of our frames as I travel around.  They have selected a frame that I have chosen at Mido or Silmo and they look fantastic. That’s a buzz! The second satisfying aspect of my job is when I observe skilful and talented optical buyers who really understand what they are looking at, and know what their patients want. The third satisfying area of my optical career has been my work with ODMA. I have really enjoyed having the opportunity to give something back to the industry over the past ten years.

Advice for other women:

I would certainly recommend that women consider a career in the optical industry. Indeed, my own daughter, Lisa, joined Eyes Right Optical eighteen months ago. Optics today is a fun industry with a fashion flair. The people are wonderful and I have made many friends over the years.