Eyes right as East Yorkshire shows the way to make a winning spectacle

It was then a fitting tribute for East Yorkshire-based Eyesite Opticians to be honoured as “The Best Fashion Frames Practice” in the UK, 2011. The award identifies those that strive to inspire the fashion element into an industry that is perhaps considered mundane.

In a recent meet with Eyesite, Tinie Tempah proclaimed “Eyesite Opticians are doing it bigger and better than anyone else out there right now”.

Carol Parkinson, owner of Eyesite Opticians, said: “We are absolutely thrilled to have won such a prestigious award. We were the only practice to have been shortlisted outside of London, so to have won is an absolute honour. We would like to thank our loyal customers throughout East Yorkshire for their continued support.”

After sifting through 200 nominations, 30 judges picked out the very best UK optics has to offer, with Eyesite beating three stores in central London in the final for the ultimate crown, Best Fashion Frames Practice in the UK.

Winners were announced at a black-tie awards ceremony at the Hilton Birmingham Metropole, hosted by the BBC’s Chris Hollins.

The judges said Eyesite was clearly very fashion-orientated with a stylish, online presence to match. The open style of its staff was also applauded because it showed a real focus on the customer experience. On top of that, customers feel like they’re in a major fashion store when they walk into the Eyesite stores.

Carol continued: “Fashion is constantly changing, so we look and work like a major fashion store because our customers expect premium luxury goods. We treat people as individuals and connect with them.”

Eyesite can be found in Beverley, Cottingham and Hedon. Selections of their sunglasses are on sale in the sunglasses department within Browns Department store in Beverley, and in Browns of York.