07 August 2026
For many in the optometry community and optical sector, 100% Optical represents an early landmark during a busy year.
The show provides an opportunity for practice teams to take a pause from the day-to-day and review techniques, tools, and products they may wish to explore.
Registration for the 2027 show, which will be held in London from 27 February to 1 March, opens in September.
Sarah Daniels, senior marketing manager for 100% Optical at CloserStill Media, encouraged early registration to secure the dates “firmly in your diary.”
By doing so, Daniels said: “Delegates will also be the first to receive exciting event updates before anyone else, including programme announcements, speaker updates, and exhibitor highlights.”
Delegates can register their interest in attending the show on the 100% Optical website and will receive an email once registration opens.
To find out more about why practice teams make attendance at 100% Optical a priority, OT spoke to two practice owners on their approaches to the show.
Strategic eyewear selection
Amanda Nasser is an optometrist and owner of McClintock Optical Styling Boutique, which has sites in Lossiemouth and Elgin in the North East of Scotland.
Nasser attends the show with her optical stylist colleague, telling OT: “We make it a priority to attend 100% Optical because it is important to be there. It is the biggest optical event in the UK.”
“We love meeting our suppliers again. Where we are in Scotland is a long way for reps to come, so for us 100% Optical is important to connect, see the community, and look at the latest ranges,” she said.
Each frame presented in McClintock Optical Styling Boutique is carefully chosen to offer a bespoke and personal service.
Meeting designers and discovering their creative approaches is also crucial for the boutique, Nasser said: “We carry that through to the experience in practice. We can explain to customers why we chose a certain frame, who the designer is, and what they were inspired by.”
To prepare for the show, Nasser will look through the boutique’s entire range of frames to consider what is missing, from sizes to styles and colours. She will also strategically consider when she would like to release new collections into the boutique throughout the year.
“In 2026, I was on a mission to find more, smaller fitting frames for ladies. The mission was successful and I came back with wonderful frames,” Nasser said.
Nasser hosts several eyewear events every year, inviting reps, ambassadors, and displaying eyewear alongside drinks and canapés.
“On the back of 100% Optical, we held a petite eyewear event,” she added.
Social media presence forms an aspect of attendance at the show, she noted: “I think it’s good to show our customers where we are – that we are making an effort to buy new frames that are different.”
If Nasser could have one wish for the show, it would be to see more new designers. She shared: “Supporting small brands in Britain and Europe is important.”
Eyewear is a major focus for the practice team, however, when attending the show Nasser will also be considering any equipment updates, explaining: “I go into the show as a director, a dispensing optician, a stylist, and an optometrist.”
Education a priority
Frances Jamieson, IP optometrist and owner of Black Isle Optician in Avoch, flew from Inverness to Gatwick with dispensing optician, Laura Hill, to attend 100% Optical 2026.
Jamieson shared that during the event, the pair achieve a great deal: “We see new frame stock, get our year’s worth of continuing professional development (CPD) in one go, and meet up with like-minded people from outside of our Highland bubble.”
Attending CPD is always the main objective for Jamieson when attending the show, followed by seeing the new frame styles and ranges. Following the 2026 event, this approach led the practice to take on a new frame range, Ambri.
Jamieson told OT: “There’s so much to absorb – clinical, fashion, business – it’s always a great opportunity to reflect on our own business and how to improve.”
Reflecting on the 2026 show, Jamieson said: “It was great to see a lot of familiar faces around the show. I was shocked by the obvious difference in scope of practice between the nations. This became apparent during peer review sessions.”
Sharing her perspective on the event, Hill said: “I enjoyed seeing the full collection of frame ranges. There was a lot of relevant myopia content for DOs which was good.”
She highlighted the opportunity to meet peers and “debrief between ourselves on the way home – taking stock of the business, what’s working, and what can be improved.”
Reflecting on the 2026 show, Katy McCormack, 100% Optical event director, said: “One of my biggest learnings is just how important it is that the show continues to reflect the pace of change in the sector. There is so much energy around new technology, fresh thinking, education and collaboration, and our role is to create the right environment for those conversations to happen.”
McCormack said she would be taking those learnings into planning for the 2027 event.
“We want to build on the momentum from this year, make the experience even more valuable, and ensure the show continues to support the industry in a way that feels relevant, forward-thinking and meaningful,” she said.
Dr Byki Huntjens, education lead at the AOP, encouraged professionals to ‘save the date’ for the 2027 show.
“Join the optical community for three days of learning, discussion and inspiration as we approach the final year of the current CPD cycle,” she said.
Huntjens shared: “With more than 100 educational sessions, the programme will offer something for every stage of your career and every area of practice, with opportunities to learn new skills, hear from leading experts and connect with colleagues from industry across our profession.”
Attendees to the 2027 show have plenty to look forward to, suggested Daniels, from new content across the education programme, to new exhibitors, and initiatives designed to enhance the delegate and exhibitor experience.
“Whether you’re looking to discover the latest innovations or make meaningful industry connections, 2027 promises to be our most engaging event yet,” she said.
Sign up to be among the first to learn when registration opens for the 2027 event.
Comments (0)
You must be logged in to join the discussion. Log in