Take 5 with James Conway

Nicky Collinson
Editor, Dispensing Optics | DO Online

Nicky Collinson catches up with Millmead Optical Group CEO, James Conway…

NC: As we countdown to 100% Optical 2025, what do you hope the show will deliver – to visitors, yourselves and the sector more widely?

JC: 100% Optical is a great platform for connection, innovation, and education within the optical industry. For visitors, we hope it provides inspiration -–whether through cutting-edge product developments, meaningful discussions on the future of eyecare, or hands-on experiences that enhance their professional practice.

For Millmead Optical Group, it’s an opportunity to engage directly with customers, showcase our latest advancements, such as our award-winning Kudos lenses, and gather invaluable feedback. More broadly, the show plays a crucial role in shaping the future of the sector by fostering collaboration and driving forward both clinical and technological excellence.

NC: It’s more than a year since you launched Kudos, bringing virtual reality to the progressive lens design process. What impact and impression has it had on patients and practices to date – and are there any new features to report?

JC: Kudos has been a game-changer in the progressive lens market. By incorporating virtual reality into the dispensing process, we’ve empowered both dispensing opticians and patients with a more immersive and intuitive experience. Practices have reported increased confidence when recommending Kudos, as patients have contributed to the design of their own lenses and can truly appreciate the benefits of the technology before making their decision.

Patient feedback has been overwhelmingly positive, particularly in terms of visual comfort and adaptation. One practice even told us a story of a patient who was desperate to wear varifocals due to occupational needs and had non-tol’d to every lens they had put her in across brands and lens design. “Are you sure this is a varifocal?” she said as she walked out the practice wearing them.

Looking ahead, we’re putting the final touches to some new products within the Kudos product range and continue to expand training support for optical professionals.

NC: A highlight for the company last year was the introduction of StarFit frames for children – utilising ABDO-funded research by Dr Alicia Thompson. How has the collection been received, and how is it evolving?

JC: StarFit has been incredibly well received, both by dispensing opticians and parents, as it provides children with frames that are not only stylish but also offer a superior anatomical fit. The research-driven approach behind the collection has been widely praised, and practices have noted improved comfort and stability for young wearers. As we continue to evolve StarFit, we’re expanding the range with new colourways and additional size options to cater to an even broader demographic.

Our new frames aimed at the six to 12 years age bracket are due to be launched at 100% Optical – and we are excited to showcase our new frames which blend functionality with fashion.

NC: Sustainability in product manufacturing and the supply chain is key as the profession and industry moves forwards. How are you continuing to support this?

JC: Sustainability is central to our business strategy, and we recognise our responsibility to minimise our environmental footprint at every stage of production. As a Certified B-Corp company, Millmead Optical Group is committed to the highest social and environmental standards, ensuring transparency and accountability in everything we do. Our ISCC certification further reinforces our dedication to fully traceable, deforestation-free supply chains, promoting ecological and social responsibility across global sourcing.

We’ve made significant progress in integrating sustainable materials across our frame and accessory collections, reducing waste in our lens manufacturing and ensuring our packaging is either recyclable or made from recycled materials.

Sustainability extends beyond manufacturing – it’s also about how we operate as a business. From cycle-to-work schemes and energy-efficient LED lighting to comprehensive waste recycling initiatives, we continuously review and refine our sustainability practices. Crucially, we support practices in making eco-conscious choices, offering sustainable frame and case solutions. By embedding sustainability into every aspect of our business, we aim to build long-term resilience, trust, and a more sustainable future for the optical industry.

NC: What opportunities do your products and services bring dispensing opticians in everyday practice – and how can you support them in harnessing these?

JC: We believe that dispensing opticians are at the heart of delivering exceptional eyecare and our role is to provide them with the tools, technology and training they need to elevate their service. Our frames and lenses are designed to enable dispensing opticians to offer tailored solutions that enhance visual performance and comfort.

Beyond products, we’re committed to ongoing professional development – offering CPD-accredited training, in-practice support and digital tools that help streamline the patient journey. Ultimately, our goal is to help opticians differentiate themselves in an ever-evolving market, ensuring they have the resources to thrive in both clinical and commercial aspects of their practice.