An Interview with Emma Krestin

Posted on Friday 4th August 2017
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Hi Emma, how would you describe just4specs in 3 words?

Friendly. Honest. Affordable.

What is your background and how did you get into the Optics industry?

At the end of 2004 I joined my Father’s Opticians, working downstairs as a lab technician. As part of gaining my apprenticeship I went to work for different opticians specialising in extremely high-end designer frames. A few years later in 2008, I became a member of my Father’s Dispensing team. Over the last 13 years my father and I have become well-known members of the community. With having ideas and business plans of my own, it was decided in 2008 that she expanded the business into what it is today.

What’s the best part about working in the practice?

Having worked for both independent and commercial opticians, I can honestly say there is no better satisfaction than working in your own independent practice because it allows you to see the job to the end – especially when you get to make the glasses as well as dispensing them. I especially enjoy seeing all the regular customers as well as meeting with new ones which adds to the personal service I am passionate about giving.

Where do you see just4specs in the next 5 years?

In the exact same place it has been for the last 81 years – with a bigger team, bigger clientele base and on its way to being the best, most customer focused optical practice in the market.

Why do your patients choose you over your competitors?

I would like to think it’s because we genuinely care for our patients and enjoy interacting with them. Myra, who is our qualified optician, has worked with myself and my Father for over twenty-five years, so there really are long lasting relationships between us all. I believe this is what sets us aside from the larger competitors, alongside the honest service and advice we offer. 

What has been the best advice you have received about running an Optical practice?

There are two things my Father once said to me that has always stood out. Firstly, treat everyone the way you wish to be treated and secondly, always go that extra mile. 

How many employees do you have and how do you keep a good work culture?

Simple: I don’t see it as ‘having employees’ (even though they technically are) I see us as a team. Or ‘The Mighty Three’o’ as we like to call ourselves. 

To what do you attribute your success?

My customers feedback.

Does your practice help the community where it is located?

Definitely! Just like my Father was involved in the community I am too. We always take part in Archways Summer and Christmas fates. I personally always try to help within the community where I can, most recently leading a campaign to allow more disabled parking access after the completion of the new gyratory system. 

You stock a lot of designer brands, what are the bestselling brands and why?

That’s a tricky one because we have such a diverse clientele, hence why we have such a large selection. If I had to pin them down to 3, I’d say…Guess, Ted Baker and Jacob Stone. 

What do you do on your days off?

I mostly spend my days off running around after my two nieces – inevitably after an evening out with my good friends. 





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