REVIEW: Park Lane Opticians in Macclesfield has an eye for great customer service
It is easy to go and support a high street brand that you recognise, you know what service you are going to get, and you could even return your item to another branch in another town.
For some, the routine and familiarity of a chained store may be ideal for them. But you can find some real gems in Macclesfield, if you choose to support an independent, small business instead of a big name.
From family hardware stores that have been going for longer than B&Q or Toolstation, to restaurants that give money to charity if you book on their quietest day the week; if you give a small business a chance, there are many things that may surprise you, and indeed benefit you as a customer!
Backing a small business not only keeps money in our town's local economy, but it keeps local people in jobs. And supporting independent business is a key principle that this news platform was founded upon.
So in a long-awaited return of our review column, Nub News has been to Park Lane to profile an independent Macclesfield opticians.
Park Lane Opticians, ran by Macclesfield resident Sarah Clarke, is located on 141 Park Lane.
Sarah is the owner and head optometrist at Park Lane Opticians.
Fourteen years ago, a long-running opticians called Barker-Bramleys had reached its end due to retirement.
Sarah had took over the practice, and in April 2010 opened Park Lane Opticians.
Today, Park Lane Opticians not only tests eyes, but it catches eyes too.
Immediately, upon entering the store, you feel stylish. And that is before you have even tried on a new pair of trendy glasses.
That is in part down to the bohemian-esque hexagonal wallpaper that adorns the walls, preparing me for the shapes to come in the eye examination room.
Directly facing the entrance, is the receptionist, who will get the good vibes going. We were greeted by Angharad, who was herself modelling a pair of glasses that were unmistakably from this modern, fashionable shop.
We were then instructed to sit in the reception area, and like the aforementioned wallpaper, I was impressed by the interior design. It is just a small reception area, but it feels like I am in someone's home.
If I wasn't wearing my glasses, I'd have thought I was in Arighi Bianchi!
And indeed, the shop was only just refurbished two years ago.
I could not help but notice that drinks coasters for a Macclesfield artist were decorating the waiting area, as well as leaflets for other local businesses. It is nice to see that the small business, also supports their fellow independents. I also know that Park Lane Opticians has historically supported the macclesfield charity Just Drop In, to further boost their community credentials.
My mind was not left to wander for too long. As a short, but thorough check of the back of my eyes was next, and then it was time to meet Sarah.
I would say Sarah, the boss, and one of six staff members, is the friendliest optician I have ever met.
However, Sarah is not an optician, she is a higher level than that, being an optometrist.
The City of University of London, Bradford University and Aston University graduate, has worked as an optometrist in both Macclesfield and the British Cycling Federation.
And now working for herself, in association with fellow optometrist Paul Manton, Sarah's stewardship has led to award success, donated glasses and refraction equipment in Nepal, and a five-star rating on Google Reviews.
The full eye exam and test was fun, with new methods of testing that I have not had at a chained optician before.
Without going into detail of my personal results and information, problems were identified and solutions were given. And I came out thoroughly impressed, calm and ready to feel amazing.
That's because I knew it was time to try on the frames, and find my next big look.
Park Lane Opticians boasts online that the dispensing team "will listen to you so we can offer personalised advice on frame styling and lens choice."
And states "We believe that your glasses should say something about your personality as well as being a perfect fit on your face."
And indeed, I was made to feel like the main character. Certain frames were recommended to me that complimented my face shape, and I was then left to pick between five or so frames.
If I didn't like a pair, two or three alternatives were waiting in the wings to be suggested.
Staff member Naomi was tasked with advising me, and I must commend her for her patience. As I spend thrice as long sifting through what felt like the Eurovision Song Contest of glasses frames.
But it was the quality of service so far, and the elegance of the decor, that made me value my decision-making in picking the right pair of glasses more (and thus take longer than I ever have to pick a pair of glasses).
I went from browsing zany German frames, to sophisticated Austrian spectacles, and back to Deutschland again, before settling on a striking pair from Poland by the designers 'Albert I'mstein'. (The pun certainly made me feel smarter and more confident about making the right purchase!)
Other continental eyewear included modern Italian brand FEB31, 3D printed Swiss glasses Gotti, and Dutch brand Dutz.
But I must stress was not forced to make a decision on the day, and I was even allowed to take photos of myself with prospective pairs of glasses. And staff kept back my reserve pick in case I changed my mind.
And while - barring Sarah - I had completely different staff see to me on pick-up day, my experience was equally, if not more, pleasant.
Upon glasses pick-up day, I left feeling like I was a celebrity.
Not only did I have that new glasses feeling, but I also left with a 'Park Lane Opticians' goodie bag that looked more like a fashion accessory than carrier bag!
Inside the bag was my eye exam results, my receipt, a lush leathery glasses case, and not one but TWO freebies.
The first freebie, is a clever, gamechanger for all glasses wearers. Each Park Lane Opticians customer gets a small bottle of glasses cleaner.
We have all tried to clean our glasses with soap or washing up liquid, but having used their tailored secret solution to cleaning glasses, I certainly won't be reaching for the Fairy liquid bottle again any time soon.
It is a cracking idea, as I use it almost daily, so think about the positive experience I had as a customer every time I reach for the Park Lane-branded spray cleaner.
And the best part? You get FREE refills on the glasses cleaning solution. So you can come back and say hello, and soak in the 'hygge' vibes of the reception and waiting area once more, just to get some more complimentary cleaner.
The second freebie was a treat for the other senses. And a really small, inexpensive touch from the business, but goes the distance in building a strong reputation as a caring, independent business... I received a Park Lane-branded chocolate.
Yep, that's right. Not only was I smiling from that 'new glasses feeling', but also a luxury milk chocolate, wrapped in the striking blue branding of the shop.
It left a delicious, lasting, unique impression of a business that has had to contend with three big high street chains in Macclesfield, and still continues to thrive. After my visit, it is not hard to see why.
You can find more about Park Lane Opticians on their website, where contact details can also be found.
You can also follow Park Lane Opticians on Instagram and Facebook.
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