The Optician Show - Optical Business & Marketing Podcast

The Optician Podcast

By Garry Kousoulou | Social Media for Opticians | Optical Practice Growth

What if one simple phone call could increase collections, reduce cancellations, and generate referrals before a patient even walks through your door?

In this solo episode, Garry Kousoulou breaks down one of the most overlooked commercial strategies in optics: the collection call.

This episode is packed with practical insight for practice owners, opticians, optometrists, and anyone interested in social media for opticians, better patient communication, and sustainable business growth.

“If the patient is calling you to ask where their glasses are… you’ve already failed.”

“When you call a patient and say their glasses look amazing, that builds anticipation.”

“Email is cold. The open rate is terrible. A phone call is where the magic happens.”

“People start recommending you before they’ve even collected their glasses.”

“This might seem small, but marginal gains make a massive difference.”

• Why calling patients matters more than most opticians realise
• How to reduce buyer’s remorse before collection
• Why text, WhatsApp, and phone calls work differently by age group
• How stronger collections can lead to more referrals
• Why communication is a growth strategy, not just admin

In a world where patients are used to Amazon updates, Uber notifications, and instant communication, optical practices cannot afford to be passive.

A collection call is not just about saying glasses are ready. It is about building trust, reducing hesitation, increasing excitement, and making the patient feel seen.

These are the kinds of practical ideas that sit at the heart of modern social media for opticians and optical marketing: the small details that create a better experience and a stronger business.

This episode is ideal for:

• Opticians
• Optometrists
• Dispensing opticians
• Practice owners
• Optical teams wanting better patient communication
• Anyone interested in social media for opticians and commercial growth

Garry Kousoulou is a Dispensing Optician and founder of Loving Social Media, sharing ideas on patient experience, communication, growth, and social media for opticians.

Podcast Description

What happens when optics stops being clinical… and becomes creative?

In this episode, Garry Kousoulou sits down with second-generation optician Nicos Antoniades to explore what it really takes to stand out in today’s optical world—and why most practices are still playing it safe.

From his family’s early beginnings—working long hours in restaurants and warehouses—to building The Optical Gallery into one of the most distinctive practices in the UK, Nicos shares a story rooted in grit, vision, and bold thinking.

But this isn’t just a story about optics.
It’s a story about transformation.

“We’re not just selling frames… we’re creating an experience.” – Nicos Antoniades

Together, Garry and Nicos break down the difference between simply dispensing glasses and delivering something far more powerful—an immersive, personalised journey where patients feel understood, guided, and inspired.

“You’re not a form filler. You become an expert—and that’s where everything changes.” – Garry Kousoulou

This conversation goes deep into what makes a modern optician truly exceptional:

• Creating a gallery-style environment that elevates perception and value
• Building genuine relationships that turn patients into lifelong advocates
• Using creativity and storytelling to differentiate beyond price
• Bringing passion back into dispensing

Nicos also shares how his background in music, videography, and marketing shaped his approach—giving him a unique edge in showcasing optics through content, social media, and YouTube.

“I didn’t set out to be an influencer. I just wanted to show what’s possible in optics.” – Nicos Antoniades

From bespoke lens “cocktails” to curated eyewear collections, this episode reveals what happens when you stop following the industry—and start leading it.

“You can’t fake what you’ve got. True talent just shows.” – Garry Kousoulou

If you’re an optician, business owner, or someone looking to create something truly different, this episode will challenge how you think about your role—and what’s possible.

Because the future of optics doesn’t belong to those who compete on price.

It belongs to those who create an experience people never forget.

What does the future of optics really look like?

In this powerful episode of The Optician Podcast, Garry Kousoulou sits down with one of the most respected and recognisable figures in the global optical industry — David Friedfeld.

From leading a multi-generational family business to driving innovation in 3D printing, smart eyewear, and software development, David brings decades of experience, insight, and forward-thinking perspective to the table.

This is not just a conversation — it’s a deep dive into where the industry is heading and what opticians must do right now to stay relevant.

Together, Garry and David explore the major shifts happening across the optical world. From the rise of AI in eyecare and the explosion of dry eye services, to the growing importance of myopia management, mobile opticianry, and diagnostic-led practices, this episode uncovers the real opportunities — and the real risks.

One key theme stands out throughout: differentiation.

In a world where many practices are starting to look the same, standing out has never been more important. Whether it’s through bold frame selection, embracing colour, adopting new technology, or rethinking the patient journey, this episode challenges optical professionals to think differently.

David shares practical insights on:

• Why most frame boards fail to capture attention

• How colour and design can transform retail performance

• The real role of sales reps as educators

• The future of smart glasses and wearable tech

• Why 3D printing is exciting — but still evolving

• How optical practices can become centres for broader health diagnostics

You’ll also hear the personal story behind David’s journey — how he entered the family business, grew it into a global name, and why curiosity, consistency, and investing in people remain at the heart of long-term success.

This episode is packed with energy, honesty, and actionable insight.

If you’re an optician, practice owner, or part of the optical industry, this is your opportunity to step back, rethink your approach, and get inspired by what’s coming next.

Because the future of optics isn’t just about seeing better.

It’s about thinking differently.

Social Media for Opticians: The Rise of the Mobile Bespoke Optician

This episode of The Optician Show is a little different.

It’s the first time I’ve sat down with an optician from Canada, and it turns out that although there are thousands of miles between London and Alberta, the fundamentals of our profession are exactly the same.

Reputation matters.

Trust matters.

And the best opticians in the world still build their businesses one relationship at a time.

My guest in this episode is Kim Jurina, a mobile bespoke optician who was recently a finalist for one of the biggest honours in global optical. Her approach is fascinating. Instead of waiting for clients to walk into a traditional optical practice, Kim goes to them. She visits their homes, their offices, even cafés and wine bars. She studies their face shape, their wardrobe, their colours and their lifestyle before recommending frames.

It’s a very personal way of working.

And listening to Kim talk about it took me straight back to the early days of my own career, when I was travelling from practice to practice and sometimes helping people in their homes. Long before social media, long before Google reviews, and long before anyone talked about digital marketing.

Back then the only way to build a reputation was simple: show up, do a great job, and treat people well.

That principle hasn’t changed.

What has changed is how quickly that reputation can spread.

During our conversation we talk about everything from frame styling and lens technology to mindset, communication and the little details that make a great optician stand out. We also talk about the role that digital visibility now plays in the profession.

Today an optician can share knowledge online, build trust through reviews, and reach people far beyond their local high street.

But the heart of the profession is still the same.

As Kim says during the episode, “It’s not about sales — it’s about relationships.”

That line stayed with me.

Because the truth is that the best opticians don’t just sell glasses. They change how people see the world and how the world sees them.

This conversation is about craftsmanship, reputation and the future of independent optical. And if you love this profession as much as I do, I think you’ll enjoy every minute of it.

Part 1

in this fascinating transatlantic conversation, Garry Kousoulou sits down with award finalist optician Kim Jorina, a truly unique figure in the optical world who has reimagined how eyewear can be styled and delivered.

Based in Edmonton, Canada, Kim runs a mobile bespoke eyewear business, travelling directly to clients’ homes and offices to curate and style eyewear that perfectly matches their personality, lifestyle, and wardrobe.

This conversation explores what makes a truly great optician, the power of authentic relationships over sales, and why the future of optical might not always be inside a traditional practice.

From family optometry roots to becoming a finalist for Best Optician in the World, Kim shares her journey, her philosophy, and why showing up as your authentic self is the real secret to success.

Along the way, Garry and Kim dive deep into the art of styling eyewear, the psychology of client relationships, and the unique role opticians play in transforming both how people see and how they feel about themselves.

💡 “It’s not about sales — it’s about relationships.”

💡 “You have 30 seconds to build trust with someone who’s about to change how they see themselves.”

💡 “The difference between frames is often just colour — but that colour can completely transform someone.”

💡 “I don’t try to be anyone else. My clients get the real me.”

💡 “When you style glasses in someone’s home, you understand their life, their wardrobe, their personality.”

💡 “Opticians don’t just help people see better — we help them become their future self.”

💡 “The journey matters more than the award.”

💡 “Authenticity is the real luxury in business.”

💡 “Frames aren’t just eyewear — they’re identity.”

💡 “Sometimes the perfect frame is hiding in someone’s wardrobe.”

Unfiltered, "authentic self" conversation: Garry Kousoulou sits down for a second take with Sam Weimer, the Sales and Marketing Director of The Body Doctor. This isn't just an interview about eye care; it’s a masterclass in entrepreneurship, the "Halifax innovation" that started with an eye bag, and the radical passion required to lead an industry.

• The Science of Butter: Sam breaks down Meibomian Gland Dysfunction with the perfect analogy: "Heat to butter melts it. We turn that butter consistency back to olive oil."

• The "Hygienist" Revolution: Why Zest is the new standard. "Zest is like seeing a hygienist at the dentist. It targets the root problem—inflammation."

• A Failure of Nutrition: The shocking truth about our produce. "You would have to eat 56 bowls of spinach today to get the same nutrients as one bowl in 1980."

• Leadership & The Beer Rule: Sam’s stringent recruitment secret. "If I wouldn’t go for a beer with you, then I wouldn’t want to work with you. You can’t train personality."

• Stop Apologising: A call to action for every practitioner. "Get confident and comfortable charging for your expertise. When was the last time your dentist apologised for a deep cleanse?"

From the first optician on Facebook to a global brand in 26 countries, this episode explores why you need to "do things differently" or get left behind. Whether it’s the "Red Light Revolution" of Zognique or the grassroots grit of a family business, this is the story of an industry evolving in real-time.

"If you are watching this and you're not enjoying this, I don't think I can do anything for you."

The Highlights The "Beer Rule" & World-Class Leadership

Sam reveals the culture-first mentality that built his team. "If I wouldn’t go for a beer with you, then I wouldn’t want to work with you. I would always take personality over ability because you can’t train personality." It’s this focus on experience over "hard selling" that makes their reps the most welcomed in the industry.

Garry and Sam don't hold back on the business of optics. "Get confident and comfortable charging for your expertise. When was the last time your dentist apologised for a deep cleanse?" With the "Red Light Revolution" and Zognique technology on the horizon, the message is clear: "Do things differently, or get left behind."

"If you're watching this and you're not enjoying this, I don't think I can do anything for you. This is two people that really care."

A Bold Challenge to the Industry

This podcast episode features an inspiring and candid conversation between Garry Kousoulou FBDO and dispensing optician. Sarita Harrar, FBDO, who has shared her journey through the optical industry since 1999. The discussion dives deep into the "soft skills" that set the top 1% of practitioners apart, focusing on the power of human connection, community, and the courage to leave toxic environments to find professional autonomy.

In this episode, Garry sits down with Sunita, a dispensing optician who has navigated everything from high-street multiples to innovative kiosks. They explore why the best clinical outcomes often start with a simple conversation and why the industry needs to return to the basics of patient care. From Sunita’s "accidental" start in optics to her upcoming venture into the world of fitness apparel, this episode is a masterclass in building rapport and staying authentic in a clinical world.

Sunita’s insights highlight her unique approach to patient care and her resilient professional philosophy:

• On her career start: "A-levels, being of Indian background, parents were like... you've got these careers that are going to be amazing for you, like the usual doctor, solicitor, accountant... I fell into optics; it was clearing, but it worked for me."

• On the "secret" to her success: "People, like genuinely, without sounding cliché, just the people around me... I ask questions; I genuinely do, about their lifestyle as well, but I make that time."

• On the community feel at the kiosk: "What we created there... is that community feel. That day when you came, there were three guys that day and they exchanged numbers. They didn't even know each other at the beginning."

• On recognizing patient needs instantly: "I could see the inflammation on their eyelids when they'd come to the kiosk... Honestly, even without anything, you could just see the inflammation on their lids."

• On leaving a toxic workplace: "I realized that I was posting less on LinkedIn... the enthusiasm, the passion, just went from my role. I just decided I'm just going to leave, I'll go to locuming or something else will come up."

• On the power of a simple introduction: "I actually always ask for their name as well, and I introduce myself... I think that just helps; it just connects you with that person."

• On why she loves locuming: "I love it... I can't even explain the buzz from going into a place you don't know, get to know the system, get to know them, and it’s a whole new bunch of people that you get to know."

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Podcast Description: The Heart of the DispenseKey Quotes from Sunita

Find our website /https://lovingsocialmedia.com/social-media-marketing-for-opticians-2/

Stop Selling Glasses. Start Selling the Future Version of Your Patient

In this 100% Optical special episode of The Optician Show, Garry Kousoulou speaks with Rebecca A. Thompson about how to choose glasses frames with confidence — and how frame styling is about behaviour change, not just fashion.

If you’ve ever searched how to choose glasses frames, best glasses for face shape, how to pick eyeglass frames, or frame styling tips, this episode gives practical advice you can apply immediately in practice.

What You’ll Learn

• The “Future Self” styling method to help patients see who they could become
• Why offering 3–4 frames increases confidence and reduces overwhelm
• The power of the “wild card” frame to gently stretch comfort zones
• How to explain price differences between frames (materials, craft, design)
• Why modern shopping behaviour has changed post-COVID

Rebecca shares her experience running a dispensing-focused eyewear concept and why patient trust, presence, and confidence are essential for conversion. This is real-world dispensing optician advice for independent practices who want to stand out.

For Opticians & Practice Owners

This episode is essential listening for opticians, dispensing opticians, optical assistants, and practice owners who want to improve:frame consultations, patient experience, eyewear retail, and premium positioning.

These insights also translate directly into marketing. If you’re building authority around social media for opticians, optometry marketing, or optical practice growth, educational content on how to choose glasses frames builds trust and attracts high-value patients.

Connect with Rebecca on LinkedIn and Instagram, and follow Loving Social Media for weekly advice on social media strategy for opticians.

Keywords: how to choose glasses frames, best glasses for face shape, frame styling tips, dispensing optician advice, eyewear consultation, patient journey, optometry marketing, social media for opticians, optical practice growth, 100% Optical.

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Episode Description

What happens when someone “falls into optics” — and refuses to stop climbing?

In this episode, we sit down with multi-award-winning optometrist and practice owner Hayley Brunsdenfor an unfiltered conversation recorded on her lunch break — raw, real, and refreshingly honest.

From spotting a trainee job advert in a shop window to building her own practice from scratch, Hayley shares the mindset behind her rise: discipline, authenticity, resilience, and the courage to create a niche rather than compete in the crowd.

We talk about:

• Starting as a dispensing optician and converting to optometry

• The power of routine (yes — gym at dawn counts)

• Imposter syndrome and award culture

• Building a brand by simply being yourself

• Why independents must stop blending in

• And the one piece of advice she’d give her younger self: just keep going

This is not a fluffy conversation. It’s about standards. It’s about ownership. It’s about taking the leap before you feel ready.

If you’re an optician, optometrist, or independent practice owner wondering whether you’ve “got it in you” — this episode is your reminder that you do. #Hayley Brunsden

Create your niche.
Own your future.
Don’t wait for permission https://lovingsocialmedia.com/social-media-marketing-for-opticians-2/

Everything that is real was imagined first." In this episode, Garry Kousoulou dives deep with Vik from CONCEPT EYE CLINIC into the metaphysics of business. This is not just a conversation about glasses, it is a masterclass in breaking the anachronistic chains of traditional retail. They explore the Byronic hero mentality in the optical space, the intersection of biometric technology, and the essential need for human empathy in an AI-driven world.

#VisionaryBusiness #ConceptEyeClinic #Fishguard #Leadership

Is your business design-led or just revenue-driven? Vik from CONCEPT EYE CLINIC explains to Garry Kousoulou why imagination is the most valuable asset in any practice. They discuss the James Bond aesthetic of their consulting rooms and why empathy remains the one thing AI cannot replicate. It is time to think bigger about eye care and the human experience behind the lens.

#Innovation #Philosophy #Optometry #ConceptEyeClinic #FutureThinking #DesignLed #Biometrics #UKHealth

Explore advanced clinical philosophy and the future of the optical industry in our latest podcast featuring Vik from CONCEPT EYE CLINIC . We discuss how high-end biometric technology and AI-driven refraction are being balanced with a deeply human, empathy-first approach to patient care. This episode covers the evolution of the high street and how independent practices are outperforming larger chains through creativity and superior lens technology like Rodenstock. Discover how design-led thinking is transforming eye care standards in the UK and why the independent sector is the true home of innovation.

On Imagination and Reality

"Everything that is real was imagined first."

"I consider myself to be a bit of a Byronic hero—mad, bad, and dangerous to know—and I like to take a risk."

"Ideas are golden... we don’t hinder or hamper somebody’s ideas. It may be that we can’t run with a certain idea at that particular time, but we will put it in our ideas box."

"It’s not just about revenue and EBITDA... those are important metrics, but the thing that fuels my soul is the aesthetics. Making things look beautiful."

"While [AI] is excellent at amalgamating data and making use of that data, it’s not good at original thought. And I think for that reason, we will still need human beings."

"We are the face of empathy, aren't we? Patients still need to be counselled; they still need somebody with compassion to talk to."

"I’m not worried about anywhere else. I’m not competing with anyone else. I’m just competing with myself. How far can I keep pushing myself?"

On the Philosophy of Leadership On the "Soul" of Business On the Human Element vs. AIO Standing Out in the Industry