Dominic Tunnell Opticians is one of the best-known family firms in Worcester, and for the man in charge, it is about so much more than just eyesight.

Set up in 1973 by Dominic’s parents Diane and Giles, the team at Tunnell’s – in Mealcheapen Street, Worcester – prides itself on being able to change people’s lives. “When we get kids or older people in who can barely see and we fit them so they can for the first time, their reaction is why we get out of bed in the morning, it is so rewarding," Dominic told the Worcester News.

Dominic joined the business in 1993, followed by his wife Karen in 1997, though it was not always his dream job, he said: “I started in 1993 having been a civil engineer. I left because I didn’t enjoy it and dad asked if I wanted to work in the family business. I had just been to university to become an engineer, so I had to go back to get the qualifications to do this – the rest is history."

After taking over the business in 2005, Dominic oversaw a full refurbishment of the practice, and says keeping up to date is vital: “The biggest change I have noticed is the technology. If you want to be the best you have to have the best equipment and staff who can use it, and that is what we are always trying to do.”

Dominic, 49, believes the most important aspect to the business is "service, service and service".

“Most of my staff are slightly older and because they have that bit more experience they’re great at talking to people," he said. "If a customer wants to talk to us and tell us how they’re doing, we will make time for them. If they are going through a hard time and you make that time for them it can really help. We want to make people feel good as well as make them look good.”

Many customers have been with the practice for over 30 years, and Dominic said: “I always have people ask me how mum and dad are because they saw them years ago for an appointment. Being in the town for 40 years, it is great to have so many people returning who we know so well, and that is a testament to our staff.”