“I’m coming in,” our Uber driver told us as he wove his way through the rush hour traffic of Friday morning. “I’m coming in to say hi to the boys.”

“The boys” are Marjan and Yani Lazarev – two brothers, both optical dispensers, who own Spex Design Optometrist, a stunning 170 m² destination practice cloistered within a nondescript building on a busy arterial road in north Perth.

It’s a surprise package that’s maximising the potential of endless opportunities.

WRITER Melanie Kell

Marjan and Yani have eyewear in their blood. Their parents – Lence, an optical dispenser, and Vasil, an optical mechanic, both originally from Macedonia – have always worked in optics. They were the owners of a tiny practice in Macedonia when they started their family in the 1980s.

In 1997, when they moved to Auckland, New Zealand, Lence and Vasil worked for OPSM. And then they moved to Australia, settling in Perth, and purchasing a small independent practice in a tiny fraction of the premises that now house Spex Design.

Neither Marjan nor Yani planned to work in optometry. Their plan was to work “anywhere but”; however, exposure to the industry in their teen years kindled a passion for working with people and a love of frames. Eventually they found themselves working for their parents until they bought them out 12 years ago.

It’s that love of people and frames that Alex, our Uber driver – by chance a longtime customer – believes has been the key to their success.

“They’re very passionate over there at Spex Design. They like what they do, and you can see that… They don’t want to sell you anything. They want to help you… They’re just listening to what you want and what you need. And that’s the difference.”

“They have continuity of staff, so I don’t have to go in and explain what I want. That really helps. It’s like talking to your friends.”

Friends that sell great glasses. Alex has amassed about a dozen pairs and he rattled off all the brands he’s bought from Spex with the excitement of a true connoisseur.

Then, with a sense of pride, he told us the Spex Design story.

“When I used to go there for my eye examinations and to buy glasses, they were small. They had maybe 60 square meters. Three people would walk in there and it’s like you’d have no room to turn around. But they expanded. They’re now maybe 200 square meters. It was always understated, neutral colours… it was nice before and it’s even better now.”

Moments later, Alex parked behind the practice, leapt out of his Tesla and led the way through the nondescript exterior into an expansive, breath-takingly beautiful practice.

Having been greeted by Marjan and Yani like the old friend he has become, Alex introduced us then settled himself onto a stool at the practice bar to enjoy a catchup and a coffee. It was easy to see why he was a fan. I’d just been converted too. I could have stayed there at the bar drinking coffee until it was time to pop the corks.

TAKING ON A PRACTICE

Meanwhile, Marjan and Yani took over the story of their practice transformation, explaining that when they decided to buy the business from their parents, optometry was moving through a challenging period of change.

“Our parents wanted to get out of it, because there were so many changes coming in. Everything kind of went down: quality, pricing, and all that.”

With most business coming through health funds, the stock held was relatively basic and this became their first priority for change.

Yani said they transformed the stock selection slowly, taking the time to learn the stories behind each of the brands they took on, and paying “a lot of attention to detail”.

Only then did they feel ready to introduce their customers to higher quality options – beautiful handmade eyewear as well as frames from the major brands – and talk them through those stories.

“You need to explain to the patient why it’s worth the investment and what makes it better, even if it comes at a higher cost,” he said.

Later they went one step further, installing Rodenstock’s DNEye scanner.

“It’s been a huge factor in our success,” Marjan said. “It’s enabled us to offer superior lenses, and people come back for those quality options. It might take a few years, but when they do return, they become loyal for life.”

MAKING SPACE

Within their 60 m2 practice, Marjan and Yani had little room to display all their stock, which meant many frames were hidden away in drawers. Another challenge was floor space – as Alex had pointed out, it was a squeeze, which wasn’t conducive to making people feel comfortable enough to take the time to rifle through options.

To overcome this, at the top of their “big dream list” was expansion … and so, when the landlord told them one day that the space next door was about to be vacated, they decided to take an early plunge.

“We didn’t expect it to happen so quickly, but when the opportunity arose, we knew we had to seize it. We truly believed it would work out, and we were confident that it was the right move,” Marjan said.

CREATING A DESTINATION

To create the space they have today, Marjan and Yani engaged in the services of interior designer Kate Barakovska (Moda Interiors), a long-term patient who shared their Macedonian descent. Having used her services before, Yani said it was an easy decision and worth every cent.

“When we moved into the original space 15 years ago, it was old and dingy, and our budget was non-existent. So, we took on the design and renovation ourselves, with help from friends. It was quite the adventure!

“One day, Kate walked in to pick up her glasses, and we started brainstorming – ‘What should we do here? What about over there?’ That’s when she said, ‘Just give me a budget, and I’ll handle the design. Plus, I’ll find you a builder who’ll give you a great deal,’” Yani said.

“And she came up with a design and it was beautiful.

“So, when we had a budget to do this (latest expansion and renovation), she was the first person we called… We gave her a blank canvas. The only input was that we really wanted a bar to be part of the customer journey.”

That bar has become the central point of the practice, from where coffees are dispensed during the day and drinks are poured when the brothers host frame nights for their customers.

From left: Yanis Lazarev, Lence Lazareva, Marjan Lazarev, Lara Funes, and Dr Duy Dinh.

Another standout design feature is a striking image of a tiger, which initially surprised Marjan. “When Kate suggested the tiger for the smaller space, I thought, ‘A tiger in an optometry practice?’ But she insisted it would work, and I have to admit, it does – it’s beautiful.”

It wasn’t until the recent expansion that they realised just how much the tiger had become a beloved part of the practice. “When the renovations began and the tiger wall came down, clients kept asking, ‘Where’s the tiger?’” Marjan recalled with a smile. He found himself repeatedly reassuring them, “Don’t worry, he’ll be back.”

“It’s a great touchpoint,” he added. “And that’s why you work with professionals, right?”

SOCIAL MEDIA: THE NEW SHOPFRONT

One thing Marjan, Yani, and their designer have not been able to transform is the street front.

“We’ve always struggled with that. But because we couldn’t do anything with the front of the building, I think part of Kate’s design was to create that real wow moment inside,” said Marjan. “You have to come in to see the beauty of it.”

Ms Barakovska used sheers to block the busy-ness of the street outside and create a sense of luxury. Ambient music plays in the background, blocking road noise and creating a sense of serenity and privacy.

Yani said they also rely on social media to entice people through the doors.

“I don’t think people just walk into an optometrist these days – they Google you first,” Yani said. “They check out your social media, watch your videos, and look at photos of your interior and frames.”

For Yani and Marjan, online marketing is a key element of their success, complemented by a strong, evolving brand. “Social media marketing is a big part of our strategy,” Yani added.

“It’s been great for us! We still do some newspaper and radio ads, keeping a presence in traditional media, but social media?

That’s been a real game changer.”

THE MAGIC RECIPE

While creating a destination, displaying the most beautiful frames, and committing to lens quality are a massive part of the brothers’ success, Marjan said the “magic recipe” to maximising practice potential involves something money can’t buy.

“You can put on our beautiful frames, and you can have the best lens technology… but it’s really about how (our entire team) makes people feel… When people walk through our door, no matter if they’re having a tough day or an amazing one, we make it our mission to lift their spirits. I truly believe that’s what has set us apart – it’s all about making people feel great.”

Yani nodded. “You need to be on top of everything when someone walks in – offer coffee or water, ask the right questions, and really listen.”

“Listening is crucial,” Marjan agreed. “We have so much to share about our frames and lenses – our passion drives us to explain every detail. But sometimes, it’s important to just sit back, really listen, and let them feel heard. Giving people the time to express themselves makes all the difference.”

Having finessed their magic recipe, the brothers are now looking ahead to the next stage of their growth.

“We’re so busy that Mum comes in to work with us four days a week now and Dad comes in on Saturdays. He says he comes in for the coffee, but we can see that he loves seeing all the customers come and go, and we take the opportunity to get him working in the lab fitting frames,” Yani laughed.

With a second consult room near completion, Marjan said they’ll be taking on another optometrist soon.

“After that, we won’t make any more major structural change, but we will refresh the interior after five years and we may expand into upstairs. We know there will be a positive return on that”.

The magic continues.

Uber driver, Alex and Yanis.