Sisters are Doin' It for Themselves
Women rewriting the rules of independence in the optical world.
In 1985 Aretha Franklin and Annie Lennox belted out a declaration that still rings loud (in my head anyway, I am an 80s child after all): ‘Sisters are doin’ it for themselves’. It was more than a song, it was an anthem of independence, grit and unapologetic self-belief. Forty years on, that chorus finds resonance in the optical world. Women across the industry are stepping away from a well-worn, traditional path to build something of their own. These are the sisters doing it for themselves; reframing independence not as a risk, but as a lens through which new possibilities and avenues can be explored. Their stories are about more than eyewear; they’re about artistry, resilience and the courage to see things differently.
Here I’d like to take a look at eight women, with seven different paths who have each stepped away from convention to create something braver, sharper and unmistakably their own. They are not just part of the industry, they are reshaping it, moulding it to their own will and defying convention. I have been honoured to hear their stories and feel their words as my own. They are not the only ones1, but they are the ones I have watched with interest, delight and a little awe as my own solo story unfolded.
Nancy and Julie, Coti Vision - shaking up eyewear accessories with colour, boldness and a touch of Dragon’s Den grit.
Clodagh, Eyestylist.com - building the online stage that gave independent eyewear design and practice a global spotlight.
Erin, Occhiali Bespoke - carving out joy in eyewear by rejecting the mainstream and championing personality and craft.
Kyla, Specs by Kyla - turning grief into growth and creating a boutique where frames are therapy, not just a necessity.
Kerry, Eyecadia - swapping sales targets for true dispensing freedom, rooted in her hometown and her clients’ stories.
Rebecca, Eyefinery - fusing European inspiration with fierce determination, proving that '“you can’t” is the best reason to try.
Hayley, CBTR Opticians - tired of conveyor-belt optics, she struck out solo to prove that independence, empathy, and style could thrive together.
Taken together, they don’t form a single narrative, but a spectrum. Each story has it’s own spark but look closely and you’ll see the common threads; the courage to step away, the desire to create differently and the resilience to keep going when things are tough. To understand what drives them, let’s start at the beginning: the moment they decided to go solo.
Going Solo
For many of these women, independence began with a gap, something missing in the optical landscape that they felt compelled to fill.
“When eyestylist.com began, over 14 years ago, there was really nothing online where you could read about independent eyewear design,” recalls Clodagh, who turned that absence into a platform that’s now a global reference point.
At Coti Vision, co-founders Nancy and Julie were driven by a different spark. “We shared one big idea: to shake up the world of eyewear accessories,” they say, a simple but radical ambition that gave birth to a brand full of colour and character.
For Rebecca, owner of Eyefinery, the breakthrough came through experience. “Working with Kirk & Kirk in Brighton and travelling in Europe really opened up my world to the independent and luxury side of optics.” That exposure became the foundation for her own leap into independence. That and a response to an off-the-cuff comment from another optical professional. She had entertained the ideas of buying an existing optical business from someone who was semi-retired but he said as a new Mum you should stay at home with your son until he’s at least 6. “That just gave me more drive”, she says. Personally, I can think of no greater driver than someone telling me, ‘you can’t do that.’
Kyla, of Specs by Kyla, frames it as a journey of loss and learning. “I’m grateful for all of the experiences — even in the jobs I hated, I learned,” she says. Only three months after connecting with her birth mother, she passed away unexpectedly. Grief hit hard, but the inheritance she left allowed Kyla to open a shop without a lot of debt. “It was a gift she gave me, and I feel her presence in my shop every day. Six months after opening I had earned my inheritance back and I cried in her office.” Every step, even the tough ones, added up to the confidence to create something of her own.
Kerry at Eyecadia had been in the optical sales field for a number of years and after some missed targets she decided that this wasn’t her calling. “Loved the account management side, but cold calling and gaining new accounts, well, I was terrible. Facing this hard truth made me look at my strengths and what I wanted out of my optical future. Love dispensing, hate being told what to dispense. Love problem solving, hate not having the products to find said solutions. Craved flexibility, desperate to work in my home town. The only solution was to go it alone” she says.
For Hayley at CBTR Opticians, it was a simple observation that motivated, “There was not a single lightbulb moment, more a build-up of experiences where I thought, “This could be done so much better.”
And for Erin, founder of Occhiali Bespoke Eyewear Boutique, the push was pure frustration. “I was fed up with dealing with the same old mainstream ‘designer’ eyewear brands that lacked any personality, character and quality, and the patients themselves really weren’t that excited about them.” Independence, for her, was about rediscovering joy, for both practitioner and client. By her own admission, she’s also quite stubborn and doesn’t like being told ‘what to do’, so being employed by someone else was never really going to work in the long term!
Together, their stories reveal the same truth: independence doesn’t arrive fully formed. It begins with noticing what’s missing, and daring to create it yourself.
It’s the reason I founded Eyestyle Studio too, I saw even back in 2011 that optical practices simply weren’t talking about what the client worried about most - ‘how do I look in my glasses?’. I came off the back of two maternity gaps (which destroyed my business accounts as I wasn’t earning anywhere near what I had been previously), so had extremely limited access to funding. I started with just £5k, which is basically nothing when you factor in fitting out a space and stock, and grew from there. You can read about my beginnings here:
Vision and Creativity
Independence gives space for vision; and for these women, that vision often means turning eyewear into something far more than function. For them it’s about building connections, with both the eyewear and the wearer. Kyla perfectly echoes my own words and thoughts here, “Our frame selection process is almost like a therapy session. Getting to know the person, who they think they are and who they would like to be.”
Hayley values independence not only in her own sphere but by supporting that of others, “I only work with independent companies and designers, mainly handcrafted across Europe and Japan, to give clients something they will not find on the high street while also supporting other independents.”
It’s also about quality over quantity. Whether that’s in the accessories they are designing and making, the words they are writing or the eyewear collections in their own stores. Each has their own style, but together they’re proving that the eyewear industry can be just as expressive as the fashion industry, perhaps even more so. It strikes me that although there aren’t many of us ‘dispensing only’ outliers (I still count myself in there, I’m back for an epic pop-up store in 2026), we are all unique in our own way. What we’ve built truly reflects our own style and values, which is what makes the experience memorable and compelling.
The Challenges Faced
No independent journey is without friction. For women in optics, the hurdles are financial, cultural, and sometimes deeply personal. They get their freedom, but that also comes with risk.
Nancy at Coti Vision says, “We began from scratch, driven purely by vision and determination, only to be hit by COVID, Brexit, and now tariffs.” Each of these has brought new levels of complexity to all businesses. I know there won’t be one amongst us in optics that has been unaffected. For U.S. based Kyla, “Lately, tariffs have been very stressful. I hate that I’m having to raise prices.” It can be tough educating clients on this subject without getting into a political debate too, but she feels strongly that European frame designs are worth the trouble, “they are way ahead of the U.S. in creating artistry with eyewear, and this can’t change overnight.”
I remember watching Rebecca at Eyefinery on socials when she had to move from the small Canadian island she was living on. She wasn’t ready for Eyefinery to die however so ended up commuting 5 hours per day, 3-4 days per week for around nine months to keep it going, all whilst navigating life as a single Mum. That’s impressive by anyone’s standards, but it speaks to the level of belief she has in her dream.
Clodagh’s challenges came in a different guise; meeting the expectations of the audience and growing a following on social media. The fact that you always need to be available and have a certain level of commitment on socials is something “you never really think about until you’re in it!” For Erin, “The initial realisation that I’d need to invest all the money I’d made back into the business to keep it running, which meant not paying myself, was a hard pill to swallow!”
Hayley’s words about business ownership being a ‘crash course’ made me smile, this is something I’m sure will resonate the world over; “Starting completely from scratch was terrifying with no big company behind me, just me and one other team member. It has been a crash course in everything from accounting to social media to plumbing fixes (we even had a flood just after our first year!).”
For others the challenge was themselves. Doubt, fear and imposter syndrome have all played their part. It can also be exhausting, the constant creativity and activity, and often (at least initially) this comes with zero financial reward. But they kept going. These women continue to push through challenges, because they know what it feels like to win in the end.
Winning
For all the hurdles of going independent, there are also moments of pure triumph, the sparks that remind these women exactly why they took the leap. From loyal clients to international recognition, their wins prove that independence pays off in more ways than one. Breakthroughs in the independent optical world don’t always come as big, flashy victories. Sometimes they’re quiet moments; the first returning client, the first frame collection that feels utterly right, that joyous moment of knowing you’ve created something that truly connects.
For Kerry a key win has been dispensing Wrexham CEO Michael Williamson, “We engraved a FEB31st frame with a Welsh dragon! He reached out as he wanted to discuss why I opened such a niche business in Wrexham and how I saw my future, that meeting turned into a friendship and now he wears my dispense. I was invited to watch Wrexham play and enjoy the game with a lovely meal, I love the perks of owning my own business. Next goal is to meet the chairmen Rob & Ryan.”
There’s an element of winning over time too, for Clodagh at Eyestylist this is certainly the case. It’s impossible underestimate how much impact this online space has on people within the eyewear industry, it allows eyewear collections big and small to be discovered, wins to be celebrated and designers their time in the spotlight. Nancy at Coti Vision also wants to be a voice for others in the industry and describes their proudest win as stepping onto Dragon’s Den, although perhaps on a more personal level it was seeing a stranger on the street wearing one of their designs. A simple, but powerful reminder that “this idea, born out of passion, had travelled into someone else’s life and found meaning there.”
From winning awards like Kyla and Hayley, to just having the courage to start in the first place like Erin, success here isn’t just financial; it’s emotional, artistic, and deeply human.
The Future
What shines through most with their words is optimism: these women see a future full of colour, creativity and collaboration. Their advice is less about warnings and more about invitations; to dream bigger, to take up space, and to trust your own vision. There’s a concise and succinct language they all use for encouragement of those considering taking the leap.
Do it. Be open minded. Be prepared for what you are not expecting. Work very hard and always ask if you can do better. Network. Take a few risks. Don’t ever be put off - find the good karma… and go with it. Don’t worry about anything else.
Clodagh, Eyestylist.com
This advice is echoed by Hayley who says, “My advice to others is simple: bite the bullet and do it. It will not be easy, but nothing compares to the joy of walking into your own practice every day and thinking “wow, this is mine.” I couldn’t agree more; having the ability to create your own ‘happy place’ that also brings joy to others cannot be underestimated. That space is the one thing I am currently missing most as I transition to other projects; what I am looking forward to is the opportunity to create it all again anew next year, however briefly.2
From my perspective I believe the company we keep both physically and virtually plays a vital role in our success, as do our approaches and attitudes to collaboration and competition. The people who encourage, inspire and support at the beginning don’t always realise the role they are playing, which makes me think about the legacy I want to leave behind many years from now.3
Kerry says, “When I was at the beginning of my optical career, customer services in Hoya, I used to look up to two women in particular; Gaynor Williams and Michelle Batho. Both DO’s and both successful. They were knowledgeable, passionate and well respected in their respective departments. I was in my 20’s, still partying on the weekends, no focus (pun intended!), but they both inspired me to become a DO and build a future I could be proud of. The funny thing is, I’m not sure if either of them actually know the impact they had on me, which still makes me smile now.”
For Erin and Kyla, they both encourage those starting out to believe in themselves and seek help; either from those who have done it before or professionals that can help manage motivation and mindset. The right support help can shortcut your learning challenges and push you on the road to success a little quicker. Being honest, it’s one of the reasons I’m now seeking to make a bigger impact. When I started Eyestyle Studio there wasn’t anyone with a model like mine; I couldn’t ask if something was likely to work, I just had to test it myself. That was the most amazing opportunity for learning I’ve ever had, but it was also the most expensive and time consuming.
Competition and Collaboration
When it comes to competition, a little of it is healthy. It can push you to take action quickly rather than delay or debate over a business decision for months. It also makes you creative when it comes to solving problems and generating new ideas. What it shouldn’t do is paralyse you. Don’t delude yourself that just because one person is doing something ‘similar’ that you can’t do it too, in your area, with your expertise, in your own way. That’s what I find rather marvellous about the small, but growing number of frame only eyewear stores and boutique opticals; they are each unique in their own way, and reflect the preferences, values and style of their owner.
I see competition and collaboration differently now. There is room for all of us, and I have learnt so much from collaborating with other independents. By helping another independent, we are by default helping us all. We are stronger when we share.
Hayley, CBTR Opticians
For the future, let’s also consider collaboration. Not just within the industry, but outside it too. For the moment the world of optics seems like a bubble, I’d like to see that burst and connect with, or be influenced by other industries. Independence doesn’t need to mean isolation. By sharing ideas, lifting each other up, and reshaping the industry together, we can turn the anthem ‘Sisters are doin’ it for themselves’ into a movement, a new vision of optics for us all. Our paths may be different, but spirit is shared. Forty years on, the tune still rings true; these women, and many more besides, really are changing the way we see.
I just couldn’t invite or include everyone so I apologise! I do see you all, applaud your fire and resilience and am cheering you on! In Optometry I’m seeing a lot of Dr Petty Basra and so much encouragement for independent practice from her which I also adore.
Eyestyle Studio Pop-Up March 21-26th 2026.
My own particular inspirations were varied but Julia Gogosha became an icon in my eyes. Her way with words and obvious artistic eye blazed a trail for others to follow. Autianna (The Goddess!) frequently made me smile with her honesty and total reluctance to compromise on anything other than her vision. Credit for pushing me forwards go to the boss who gave me free reign despite my lack of experience at the time, the mentor who started my journey of challenging the status quo, the client I valued most for his thoughts and my husband.