ISMAEEL SHER

Call me Ismaeel. I am a Pre-registrant Dispensing Optician, Blogger and Podcaster. I have been working in the optical industry since the age of 18 and studied BSc (Hons) Ophthalmic Dispensing at Anglia Ruskin University. My passion for optics and my love for writing has drawn me to making podcasts and blogging about my favourite subject. My Podcasts will help give you insight into the latest developments in the optical industry and provide you the stories, experiences and expertise of some of the best Optical Professionals in the world.In the blogs we will discuss the style of spectacles, the history’s and intricacies behind the brands and I hope to share some experiences I have gained to provide insight into the clinical ongoings of working in practice.

I was born and raised in North West London, a place I still hold close to my heart. I spent most of my life here where my experiences and the vast cultures I was exposed to have helped shape who I am today. I took part in as many activities as I could in my teens where I shared unforgettable memories with friends and family. One such hobby and passion was martial arts. I practised Karate for over 10 years and dabbled in MMA for a short while. The training and drive to always push yourself were exhilarating. It was a constant battle with yourself to be a better version of yourself with every training session. This is a mentality I have adopted and has been embedded in me through my faith and will continue to drive me.

My first experience working in an Opticians was from practice in Wembley. I was 15 at the time and knew I wanted to work in a clinical environment but didn’t realise this invaluable exposure to the industry would be the spark that eventually ignited my passion for optics. It was a big practice; in fact, it was a part of one of the largest Optical franchises in the country. At 15, and only being enrolled for a short term for work experience I wasn’t trained to do any form of pre-screening or using the system. My main duty was welcoming the patients and capturing the patient's details. This was my first time interacting with patients, and I loved it! I was the first face they saw when entering the practice and held the responsibility of presenting their first impression.

I secured my first-weekend job at the very same practice while studying Level 3 Medical Science at the City of Westminster College. I started working in a practice with Specsavers and was trained to do single vision dispensing, pre-screening and learned the basics of spectacle adjustments. The more I learnt the more questions I had. A patient would ask questions about styling and why they should pay extra for the coatings that were treated as add-ons. I would regurgitate what our handbooks would say but it would leave me with more questions than answers. Like if measuring PDs with an iPad was a more modern method then why did we need them remeasured by a Dispensing Optician using a ruler? Or the generic adjustments we made to spectacles to fit them; don’t get me wrong, it would work sometimes…but why wasn’t the fit more tailored for the patient when each face and head shape is different? I was enrolling to university at the time to study Ophthalmic Dispensing when I was offered a sponsored course through the company I was working for. After much consideration and by the advice of my family and the Assistant Manager (who was also the Primary Dispensing Optician of the practice at the time) I decided to pursue the course through the university-funded via the Government student loan system. I continued working in Wembley on the weekends while I was studying at Anglia Ruskin University (Cambridge) for around 6 months. I wasn’t earning anything but experience as my wages would cover the cost of my trains from Cambridge to London.

When I moved to Cambridge, I started working in a vastly different practice that I felt more at home. I was given the time to spend with patients as the profits were reliant on the quality of the dispensing and not the quantity. Through the training provided by the company I was now working with, I learnt a new side of optics that wasn’t as emphasised in my previous establishment. I was introduced to luxury eyewear, where each frame and design had a story and inspiration behind it. It wasn’t a generic piece of plastic or a slab of metal that help your lenses in place. The frames were significantly more expensive and there was no such thing as 2 for 1. I took an interest in this angle of optics and dived into the rabbit hole of luxury eyewear and researched as much as I could about each brand we were dispensing. My love for optics started in Wembley, but my passion for eyewear flourished in Cambridge. I was sent to London to train with Lindberg (courtesy of my employer). I had the chance to work with the frames and learnt how to conduct more advanced Lindberg repairs. In doing so I received a diploma from Lindberg and became a Lindberg ambassador.

Studying at Anglia Ruskin University was one of the best things I have done in my life. It is the hub and the foundation of the knowledge that was exuded from some of the best Lecturers in the country. I gained so much irreplaceable knowledge and understanding of Dispensing that went beyond frame and lenses. We studied a varied curriculum that ranged from ocular pathology, low vision and the intricate details on how to achieve the best visual outcome for the patient for their desired tasks. Our teachers gave us the tools we needed to go out and provide the best care for our patients professionally and clinically that I otherwise would not be able to achieve without their tutelage. In my final year, I wrote a dissertation on Face shapes, skin tones, hair colour and other factors that influence the dispensing of a frame. This dissertation was a marriage between what I had learnt from university and the styling and fashion training I received through work.

After graduating in Cambridge City, I moved to Oxford to progress my career and become the Assistant Manager of John Lewis Opticians. It was a change of pace and I felt energised taking on the responsibility of aiding in the management of my practice. During my time in this role I helped train new staff, aided and supported the manager in achieving the practice KPIs and supporting local EssilorLuxottica practices such as David Clulow Oxford, Sunglass hut Oxford and John Lewis Opticians Reading. The experiences I received working as an Assistant Manager allowed me to naturally progress to manager my own practice under a newly formed M&S Opticians. I was the first Manager of M&S Opticians and was in charge of hiring and training a new team with varying levels of optical experience. I also led the team in increasing awareness of our newly opened practice to the local public, provide the highest level of patient care and striving for the financial success of the practice. I am very proud of my team, most of whom have furthered their optical career; becoming regional trainers for optical companies, award winning optical assistants and some have gone on to manage their own practice.

My optical journey continued as I joined Specsavers to finish my studies and later Manage the neighbouring branch. While I was managing the practice we achieved record financial days, helped increase the trajectory of the practice performance and improve the stores KPIs.

I have since gone on to freelance as an Locum Ophthalmic Dispenser where I take block bookings and aid practices that require the extra hand and want to take advantage of my knowledge, experience and qualifications to provide the best patient experience and achieve their financial goals. If you were interested in making a booking or enquiring please do so here.

Freelancing also allows me to further develop SpecXMag Podcast and continue to provide you the best insight into the optical industry. I have guests from across the Globe to provide you their stories, experiences and expertise to help make you a better clinician/entrepreneur.

My passion is constantly being fed with discovering new brands and my pursuit of knowledge. Everyday learning more, teaching what I know and presenting my discoveries and experiences through my Podcasts and delicious bite-sized blogs . I hope you enjoy reading my blogs just as much as I enjoy writing them and enjoy listening to my Podcasts and walk with me in the pursuit of knowledge.

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