Sid Fiz Optique
Located amongst the myriad of cafes and restaurants on the bustling Salusbury road, Sid Fiz Optique seems rather discreet…but it is much more than just a local optical store.
We recently had the opportunity to talk at length to Katerina and Sid – local parents, proud residents of Queen’s Park and the hugely accomplished couple behind Sid Fiz.
As we were guided through the beautiful collections of frames on display, we couldn’t help but notice the convivial atmosphere mixed with some high professionalism. Sid and Katerina’s focus on human relationships and authenticity is woven throughout the business they founded five and a half years ago.
Upon entering the shop, your eyes catch the eccentric colour combinations and designs of Belgian brand Theo which promise to get you noticed – we certainly wish we could pull them off! The current display includes the latest collection of the renowned, edgy French brand Céline; the preppy frames from Massada – a Japanese label famed for its minimalism; and the couple’s very own Sid Fiz collection. Their designs include chunky frames with gender-neutral lines and soft tones (we love the creamy blush colour!), whimsical optical glasses created from the Theo sunglasses range and a prime collection made of buffalo horn -*animals are not hurt – featuring a unique colour blend and sheen polish. Go on, take your pick!
Sid Fiz Optique
Every season, Sid Fiz offers a carefully curated selection of frame designs that appeal to a wide customer base to suit all faces and characters. While some customers are attracted by the niche and upscale collections, others prefer the fresh and stylish contemporary designs. Although Sid is very discreet and asked us not to publish names, Sid and Katerina’s beautifully sourced frames mean they are no stranger to providing glasses to some well-known names. However, it’s important to note that Sid Fiz caters for a range of price brackets – the high end look doesn’t always necessarily mean high end prices! What’s more, the optical store is accredited by the NHS, which means those entitled will benefit from reduced price lenses.
In addition to their wonderful selection of adult frames, Sid Fiz proposes a large selection of frames for their younger clients, including fun designs for children and funkier styles suiting teenage tastes.
Sid Fiz Optique window display
The excellent customer service doesn’t stop in the main room: The equipment in the consulting room are all high tech and enable the detection of pretty much all ailments related to eyes – from macular degeneration to Diabetes and Glaucoma. The Eye examination generally takes between 30 to 40 minutes for adults and 20 to 30 for children.
As we chatted to Sid, we were impressed to learn that he left a 10-year career in international sales, where he travelled the world and worked for established eyewear brands including Face à Face and Alan Mikli. His wife, Katerina, has been in Optics all her professional life and managed some of the best optical stores in London. She is now a Dispensing Optician and is involved in every aspect of the process, from setting up the business to creating Sid Fiz collections and selecting the frames.
We were moved to find out that Sid and Katerina had launched this business venture with a mutual aspiration to settle down and start a family. Over the years, the couple have built a network of trusted relationships in order to ensure high-end standards and an impeccable quality of frames.
Sid and Katerina do not advertise their business and frankly, they don’t need to. The store success is solely based on word of mouth and loyalty. As you may have guessed, customers keep coming back to Sid Fiz Optique for the tasteful range of frames, the high quality eye testing, and the couple’s genuine hospitality.
We can’t promise you’ll see the world through rose-tinted glasses but sometimes, all you need is a new perspective…
46 Salusbury Rd, London NW6 6NN