The Eye Piece receiving the 2026 Australian Small Business Champion award in the Specialised Retail Category
The Eye PIece at 200 George Street, Sydney
The Eye PIece at 200 George Street, Sydney
The Eye PIece at 200 George Street, Sydney
The Eye Piece has been recognised with the 2026 Australian Small Business Champion award in the Specialised Retail Category.
Paul Lee, founder of The Eye Piece group, said the national award for was particularly significant because of both the category and a competitive pool of 8,500 entrants.
While The Eye Piece would traditionally have entered the optical category, Mr Lee stepped out on a limb, believing that his business – as a retailer of premium eyewear and more recently frames powered by artificial intelligence (AI) – was well suited to the broader category.
“It’s great recognition for the team. Our other practices have won local business awards, but to be on the national stage in a much broader, more competitive category, is validation that an optometry practice can move beyond its traditional foundation,” Mr Lee said.
Evolving Direction
Mr Lee said his decision to build on the premium frame collections retailed at The Eye Piece with new ‘layers’ – becoming one of Australia’s first authorised retailers of emerging wearable technology including Even Realities artificial intelligence eyewear, Meta Glasses, and Nuance Audio – “reflected a shift in the market and changing consumer expectations”.
… to be on the national stage in a much broader, more competitive category, is validation that an optometry practice can move beyond its traditional foundation
“The optical industry is going in a different direction – the traditional health care model is changing in a lot of ways, especially for independents,” he said.
“At The Eye Piece, we’ve always operated within the luxury premium retail space – with concepts such as Lindberg By The Eye Piece – but we’re continuing to evolve that experience by adding new layers through state-of-the-art technology including artificial intelligence and smart glasses. It’s a multidisciplinary direction that reflects where the optical industry and consumer expectations are heading.”
However, he said this specialised retail side of the business will always sit hand in glove with clinical service.
“The clinical side will always be the foundation – we’re here to prevent eye diseases – but the journey from clinic to the front of the store has to be cohesive. Patients appreciate the retail experience; they are definitely in tune with fashion and identity, and increasingly want to be at the forefront of technology.”
To be successful in this space, he said “you have to apply the usage case for each customer” – you have to understand and demonstrate how new technology can be applied to enhance their lives. And there are many opportunities.
“We have a 96-year-old, hearing impaired patient from Balmain (in Sydney’s inner west) who uses a tele-prompt via her Even Realities glasses to read messages from her family. We have lawyers who use theirs to make notes during meetings and present speeches.
“This is a way for us, as independents, to differentiate ourselves; I believe that practices that don’t adapt quickly will be left behind.”
With smartphones expected to become less central over time, Mr Lee said AI smart glasses and wearable technology represent the next major tech revolution, positioning The Eye Piece at the forefront of the industry’s evolution.
