The fourth-generation family firm now has 13 branches across Norfolk and Suffolk, and has managed to not just survive, but thrive - despite fierce competition from chains.

“It is really special,” says Emma Amey, who now owns the flourishing heritage brand with her husband Robert. His grandfather, the eponymous Cecil, opened his first practice in Norwich a century ago.

The Amey family now operate 13 practices across East Anglia, after acquiring Pennington's Opticians and its three branches in Beccles, Loddon and Lowestoft earlier this year.

Robert and Emma have been involved in the business for more than three decades and have welcomed their two sons Dan and William, son-in-law Josh Newman, and daughter-in-law Cristina Amey into the group.

The Amey family: Robert Amey, Emma Amey, Josh Newman, Cristina Amey, Dan Amey and William Amey (Image: Cecil Amey) “We’re so proud of the work we do and the investment we continue to put into the high street,” said Emma.

“It feels poignant that in this 100th year we have expanded once again with the acquisition of Pennington's Opticians and we look to bring them into the fold of the Cecil Amey way.”

Defying the odds

The number of independent opticians is on the decline across the UK, with corporate chains controlling an ever-increasing share of the services provided on the high street.

According to the Office for National Statistics (ONS), there were 5,080 optical businesses operating in........

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