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The Right Optics by Silmo
Selling One Frame at a Time // Jason Kirk on Building a Brand That Lasts
Season 6, Ep. 6
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This episode feels like a long-overdue reunion. Nick is joined by his good friend and industry icon Jason Kirk, managing director of Kirk & Kirk, whose story is woven into the very fabric of independent optics.
From a rich family heritage dating back over a century (including some surprise roots in Vaudeville!), Jason shares the origins of his passion for eyewear, and how his grandfather’s altruistic business model still inspires how Kirk & Kirk work today.
They dive into the challenges of modern independent practice, the need to champion true craftsmanship, and Jason’s belief that consumers deserve to understand what makes a £500 frame different from a £100 one.
They also talk exclusivity, branding, trunk shows across the globe, and why every optician should be a destination.
And then there’s K-Lite - the game-changing material that allows Kirk & Kirk frames to be both bold and feather-light.
As always, Jason is candid, thoughtful, and full of real-world insight - especially on Brexit, global shifts, resilience, and the drive to keep moving forward, even when things get tough.
Plus: a sneak preview of the brand-new collection Mirage, launching at Silmo 2025
Kirk & Kirk at Silmo Paris 2025 :: Hall 7 – Stand D072
Head to silmoparis.com for more information about this year's event
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1. Nada Vuksic
34:17||Season 1, Ep. 1In the first episode of The Right Optics, by Silmo, Jason Kirk (of Kirk and Kirk) talks to Nada Vuksic, owner of Bruce Eyewear in Vancouver. Nada shares her incredible story as her business recovers from losing one of its two flagship stores to a devastating fire earlier this year. She also gives invaluable insight into how to succeed as an optics retail business and talks with great passion about the community spirit of the optics industry.To be notified of all future episodes of The Right Optics podcast, including one published on each day at Silmo itself, please follow or subscribe to this series.Head to www.silmoparis.com for more information on Silmo and to book your ticket. www.kirkandkirk.com for more on Jason's business www.bruceeyewear.com to read about Nada's business.
2. Daniel Feldman
26:58||Season 1, Ep. 2In this second episode of The Right Optics, by Silmo, Jason Kirk (of Kirk and Kirk) talks to Daniel Feldman, editor in chief of the Optical Journal, the most visited optical fashion news website in the world. Daniel shares decades of experience and insight, looking back at how his work in other industries influenced his work in the optical world and looking forward to the imminent influence of the optical metaverse. Daniel and Jason also talk about how to maximise social media impact, the importance of partnerships in the independent eyewear sector, and how to bring on new and exciting talent.To be notified of all future episodes of The Right Optics podcast, including one published on each day at Silmo itself, please follow or subscribe to this series.Head to www.silmoparis.com for more information on Silmo and to book your ticket.www.kirkandkirk.com for more on Jason's businesswww.opticaljournal.com for Daniel's publication
3. Peter Cross
31:02||Season 1, Ep. 3In this third episode of the Right Optics podcast by Silmo, Jason Kirk, of Kirk and Kirk speaks to one of the UK's most prominent retail consultants and consumer experts. Peter Cross was the Customer Experience Director at John Lewis before leaving in 2021 to start a new working life as a speaker, consultant and writer. His expertise is second to none, and he fills this episode with incredible advice about how to succeed in a tough market. To be notified of all future episodes of The Right Optics podcast, including one published on each day at Silmo itself, please follow or subscribe to this series.Head to www.silmoparis.com for more information on Silmo and to book your ticket.www.kirkandkirk.com for more on Jason's businessTo find Peter, search for Peter Cross speaker on LinkedIn
4. Lorna Robinson
28:59||Season 1, Ep. 4This episode of The Right Optics by Silmo gives a unique insight into the life of a buyer from a major group. Lorna Robinson is Head of Buying for Hakim Group, the largest family of independent opticians in the UK and Ireland. With many years of experience within the optics industry, Lorna shares all of her insight and expertise with Jason Kirk and Kirk - a "must listen" for opticians and brands alike.To be notified of all future episodes of The Right Optics podcast, including one published on each day at Silmo itself, please follow or subscribe to this series.Head to www.silmoparis.com for more information on Silmo and to book your ticket.www.kirkandkirk.com for more on Jason's businesswww.hakimgrouop.co.uk for more information on Hakim Group5. Louis Fullagar
28:15||Season 1, Ep. 5Episode 5 of this series of The Right Optics, ahead of Silmo 2022 in Paris, sees Jason Kirk, of Kirk and Kirk, chat to one of the optics industry's best known characters, Louis Fullagar. Louis created Spexaddict, an agency specialising in all things digital and social media for optical boutiques and wholesalers. He runs the Luxury Eyewear forum website and Facebook groups, and the LOFT eyewear shows in North America. He's run optical boutiques and criss-crossed America as a rep. He knows everything there is to know about this industry and he shares all his experience in this episode.To be notified of all future episodes of The Right Optics podcast, including one published on each day at Silmo itself, please follow or subscribe to this series.Head to www.silmoparis.com for more information on Silmo and to book your ticket.www.kirkandkirk.com for more about Jasonwww.spexaddict.com for more about Louis1. Episode 1 from Silmo Paris 2022
29:42||Season 2, Ep. 1Join presenter Nick Coffer as he brings you all the atmosphere and personalities from Silmo 2022 in Paris. In this episode, he speaks to legendary designer Gai Gherardi from l.A. Eyeworks and meets Silmo D'Or winners Odette Lunettes from Belgium and Out Of from Italy, He talks visitors from Ibiza (Revolver) and Wisconsin (Faces Eyewear). Zachary Tipton from Vinylize tells him how they make designer frames from old vinyl records and Amélie Morel, President of Silmo, talks to Nick about Silmo 2022 and the future of the event.Bringing you right into the heart of Silmo 2022 - The Right Optics podcast, by Silmo.2. Episode 2 from Silmo Paris 2022
28:54||Season 2, Ep. 2Presenter Nick Coffer brings you the best voices from Silmo 2022 in Paris, taking you right to the heart of the trade fair. In this episode, he speaks to Jenkiz Saillet, general manager of Novacel, Silmo D'Or Winners Fabien Blon from Phibo Eyewear about their innovative temple tip, and Olivier Petitfils from ADCL, creators of an award-winning pair of sunglasses in collaboration with Christian Lacroix. There's the winner of the Silmo Optical design contest, Adi Abramov. Giovanni Vitaloni and Alessandra Girardi talk to Nick about their new brand Morpho, which marries together contemporary art and eyewear design, and Matthieu Jaubert from Visiotruck talks about his mobile optician vans, taking eyesore to parts of the country which are harder to reach.If you were at Silmo, you can relive all the atmosphere - and if you weren't, these episodes bring the trade fair straight to you, wherever you may be.3. Episode 3 from Silmo Paris 2022
27:39||Season 2, Ep. 3Nick Coffer continues his journey around Silmo 2022, bringing you all the best voices from this year's trade fair. There's Hugo Martin from Parasite Design, talking about the frame he designed which won an award at the Silmo D'Or this year. We hear from two other Silmo D'Or winners - Shamir from Israel and Neubau from Austria, plus buyers from Quay Eyewear, who'd flown in from San Fransisco. Mik Somers from Theo Eyewear in Belgium explains why he has a large furry monster on his stand, Hermes Pontet tells the story of his family's four generation long association with the optics industry and Nick speaks to Elaine Grisdale, who is director of development at the International Opticians Association and Jo Jolmes, past president of the Association of British Dispensing Opticians.If you weren't at Silmo 2022, these episodes bring you everything that you might have missed.4. Episode 4 from Silmo Paris 2022
31:43||Season 2, Ep. 4More great voices and stories from Silmo 2022 as Nick Coffer meets the big personalities from the event. Grant Hannaford, winner of this year's International Optician of the Year award shares his remarkable journey. Silmo D'Or winners Jason Kirk from Kirk and Kirk, Fabien Jeanneau from Voxiweb and Daniel Ericsson from Skugga talk about their groundbreaking creations. Nick Youle, innovations director at Inspecs explain why his group is always trying to stay one step ahead of the competition, and Francois Van Den Abeele explains how his business, Sea2See, is saving the planet while making great frames too.This is the fourth and final full episode coming right from the heart of Silmo 2022 - watch out for a little bonus episode with one of the industry's greats coming shortly...