Few fashion items can say more about their wearer than spectacles and sunglasses. Optician is looking to make this award to a practice that can demonstrate its ability to offer fashionable eyewear to clients and demonstrate how happy its customers are with the results. The winning practice will understand fashion, luxury eyewear and be ahead of the curve with fashionable brands and retailing trends. The panel will be interested in hearing, from those shortlisted, about additional activities that have generated new customer activity and how that has been converted into sales. The judges will want to understand the fashion ethos of the practice and how the practice enthuses customers about fashion eyewear.