Auerbach & Steele at 30

Gail Steele, founder and director of the practice, described how the three decades “has passed in the blink of an eye”

3 min read

The shopfront of Auerbach & Steele on Kings Road High Street in Chelsea. To celebrate the anniversary of the practice, it has been painted in vibrant lines of mustard, lime, navy, and pinks. In the windows stained-glass style eyes and art-deco ‘30’ signs are arranged

Auberbach & Steele

24 June 2026

Chelsea-based independent practice, Auerbach & Steele, celebrated its 30^th anniversary this June.

The practice was founded in 1996 by Gail Steele and then-business partner, David Auerbach, at 129 King’s Road in Chelsea.

The practice quickly built a reputation for its curated range of design-led eyewear.

Following nearly 25 years of growth, the practice relocated in 2019 into a four-floor building just a few doors down the road at 123 King’s Road.

Spread across all four floors, the practice houses a dedicated children’s department, an in-house optical workshop, private consultation rooms and diagnostic technology.

Gail Steele, founder and director of the practice, reflected: “30 years on the King’s Road feels extraordinary, but in many ways it has passed in the blink of an eye. What we have always cared about most – our patients, our team and beautiful eyewear – has never changed.”

Gail is seated in a corner of practice holding a glass of champagne. She wears a long sleeved blouse in a vibrant watercolour and rounded cat’s eye style glasses. On the two walls behind her are large canvases of iris art

Auerbach & Steele

Gail Steele founded the practice in 1996

Steele, a dispensing optician, is present in the practice most days and continues to oversee every aspect of the business.

Several of the original team members remain with the practice today.

The practice noted that word of mouth has always been its greatest advertisement.

Steele said: “I am immensely proud of what we have built together and deeply grateful to the Chelsea community that has supported us from the very beginning.”

Milestone moments

OT asked Gail Steele to pick out three highlights from the past 30 years of Auerbach & Steele.

1 Curated eyewear selection

More than 15 years ago, with online shopping rising, Steele explained: “We decided to stop selling mass-produced frames from fashion brands and to buy solely from makers who design only spectacle and sunglasses frames. It proved to be a wise move, and the practice quickly became renowned for its handcrafted, design-led collections.”

A hand reaches for a mottled blue-brown cat’s eye frame, on display in the practice. On white shelves around it are other stylish sunglasses

Auerbach & Steele

2 A change in approach

The practice took the decision in 2018 to end its contract to provide NHS eye examinations.

Steele shared: “At £21 a sight test, it was not possible to conduct the thorough examinations we’re known for. It caused a ripple among some patients, though a number who left at the time returned to us a few years later.”

3 The big move

The practice’s move to larger premises in 2019 marked the biggest milestone for Auerbach & Steele.

“We’d reached capacity at 129 King’s Road and took the plunge, moving to far larger premises a few doors along. The pandemic and resulting lockdowns meant it took a little longer to get fully up and running, but it was definitely the right decision and we’ve never looked back.”