Director and Stylist

Amelia brings over 35 years of hands-on experience in optical dispensing, combining deep technical knowledge with a natural instinct for style, communication, and patient care. Across two decades, she has worked at the forefront of independent optometry, developing a reputation for delivering exceptional patient experiences while consistently driving strong commercial outcomes. Her ability to balance clinical understanding with a sharp retail eye has made her a trusted and respected presence within the industry.

What sets Amelia apart is her belief that optometry should feel as good as it functions. She has built her career on elevating the everyday — transforming routine interactions into meaningful, personalised experiences that patients remember and return for. From styling eyewear to refining communication, she understands that the smallest details often have the biggest impact on both patient satisfaction and business performance.

Now stepping into consulting, Amelia works closely with optometry practices to unlock their full potential. Her approach is both strategic and highly practical — grounded in real-world experience, not theory. She partners with teams to refine patient journeys, strengthen communication, elevate optical sales, and build confident, engaged staff who genuinely connect with their patients.

At the heart of Amelia’s work is a simple philosophy: when you combine clarity, confidence, and a little creativity, great things happen. Her goal is to help practices not only improve how they operate, but to stand out — creating businesses that are distinctive, energised, and built for long-term success.