The Right Optics podcast is brought to you by Silmo, the leading eyewear and optics trade show. Broadcaster Nick Coffer interviews key personalities from the optics world. Hear their stories, their passion for optics and their insight into the industry.
Published on Jun 26,2025 at 12:23 PM | Updated on Aug 27,2025 at 8:22 AM

Selling one frame at a time - Jason Kirk on building a brand that lasts

In this episode,host Nick welcomes his longtime friend and independent-optics icon Jason Kirk, managing director of Kirk & Kirk, for a conversation that feels like a long-overdue reunion. Drawing on a century-old family heritage with unexpected Vaudeville flair, Jason recounts how his grandfather’s altruistic business model still shapes the brand’s values today.

Together they unpack the modern realities of running an independent practice—from rising competition to educating clients about true craftsmanship—and argue that every optical store must become a destination experience. Jason also reveals why the bold, feather-light K-Lite material is revolutionizing frame design, discusses the resilience required to navigate Brexit and global upheavals, and shares the motivation that keeps him innovating through uncertainty.

The episode closes with an exclusive preview of Mirage, the new collection slated for launch at Silmo 2025, underscoring Kirk & Kirk’s commitment to vivid color, lightweight comfort, and unapologetic individuality. His reflections underscore the enduring power of visionary leadership grounded in empathy, courageous storytelling, and a relentless focus on the wearer’s everyday lived experience.

  • Clients deserve clarity on why premium £500 frames differ from mainstream £100 alternatives in materials and craft.
  • K-Lite acrylic delivers saturated color, extreme lightness, and the structural strength required for daring silhouettes.
  • Independent opticians must curate exclusive lines and immersive events, transforming retail spaces into memorable cultural destinations.
  • Resilience amid Brexit, supply turmoil, and shifting consumer habits demands agility, optimism, and an unwavering creative compass.
  • Mirage, debuting at Silmo 2025, continues the brand’s pursuit of bold transparency and expressive individuality without sacrificing comfort.