Independent optometry practice owners discuss why it’s so important for their teams to break the daily practice cycle and attend live industry events like ODMAFair, a show that’s returning bigger than ever in June 2025.
Wodonga Eyecare, an independent optometry practice located on the upper edge of Victoria, fights hard to ward off the problem many other small businesses face.
When the team works so hard in the business, that can leave little capacity to work on the business.
It’s something principal optometrist Ms Kelly Gibbons treats with hyper-vigilance. Often, time is ringfenced for after-work dinners and even camping trips, providing a chance to stop, breath, consider the big picture and galvanise the practice culture.
For Wodonga Eyecare, independent-focused events run by the Optical Distributors and Manufacturers Association (ODMA) are another opportunity to take stock – and from Friday 27 June to Sunday 29 June 2025 the seven-strong team will pack up the practice and drive 5.5 hours north to Sydney check out the latest frames, lenses and equipment.
Although Gibbons and her team, including husband Kurt (co-owner and lab manager), regularly attend ODMA events in Melbourne, it’s been some time since they’ve trekked to the Harbour City.
It’ll be worthwhile considering ODMAFair in 2025 marks the revival of ODMA’s flagship event.
Maybe it’ll be its biggest yet, bolstered by new collaborations with the Australasian College of Behavioural Optometry and Optometry NSW/ACT running their clinical conferences concurrently at the International Convention Centre Sydney (ICC Sydney).
“There’s seven of us – three optical dispensers, two assistants and two optometrists including myself – that’ll head up. We treat it like a team-building exercise: the roadtrip up there, the event itself and then other activities like going out for dinner or heading to Luna Park,” Gibbons says.
“Even though there’s the loss of income from reduced practice hours, plus hotels and dinners, it’s a worthwhile investment.”
Perhaps this mindset is the secret behind such great staff retention at the practice. All have been with Wodonga Eyecare eight years or more, some up to 18 years.
“It’s easy to forget how important activities like this are for your business, and then in hindsight you look back and think we should be doing these things more often. It’s just lovely for everyone to get together and not be so serious all the time.”
In saying that, the practice will have objectives.
While it’s a nice opportunity to trawl the aisles for new frames, Gibbons is on the hunt for equipment offering corneal topography and axial length measurement after a device she recently purchased was discontinued.
“We’re a full-scope practice, and part of that is scleral lenses and orthokeratology, so it’ll be a good chance to get a feel for what’s out there and suitable for our practice.
“Having all the suppliers under the one roof and being able to receive advice and compare instruments on the same day saves a lot of hassle. We are a country practice, reps don’t come by as much, so it’s good to be able to go to them.”
Adding to the convenience factor is ODMA’s new agreement with Optometry NSW/ACT. The latter’s Super Sunday conference on 29 June will grant Gibbons and her fellow optometrist access to up to nine CPD hours.
“Being at the same venue makes it very convenient, it’s a great initiative.”
Putting a face to the name
Tamworth-based independent Paul Harvey Optometry is another regional practice that enjoys the ‘one-stop-shop’ nature of ODMA events.
The three practices, two in Tamworth and one in nearby Quirindi, employ six qualified optical dispensers, four optical assistants and five optometrists. This includes Mr Paul Harvey himself, who founded the business 26 years ago.
Four of them will be heading 4.5 hours southeast to ODMAFair, including a newly qualified optical dispenser and another who inputs stock into the system but hasn’t been as involved in sourcing eyewear.
“It’ll be a great experience for them,” says Ms Courtney Priestley, one of four principal optometrists whose remit covers stock control.
“One of the important things about independent optometry is that we have control over what we buy and stock, so it’s nice to take a couple of dispensers, demonstrate this and involve them in these decisions. And if there are frames they like, we can buy them into the practice.
“It’s also ideal to meet face-to-face with reps, especially some of the companies we use for more sundry items (eye drops, consumables, etc) that we don’t ever see reps for. It’s good to put a face to the name and then it builds those relationships.”
Fellow optometrist Mr Clifford Chong concurs, but also notes the networking benefits. These often happen informally with old university mates or colleagues on the trade floor.
ODMAFair will also feature networking drinks on Friday 27 June from 5-7pm while the trade fair is still open and is free for all to attend.
“I regularly attend the ODMA events whenever they’re in Sydney, often bringing my team along. These events provide a valuable opportunity for team bonding and facilitate networking with others in the industry,” he says.
“I look forward to seeing a diverse range of new products and innovations in frames, lenses, and equipment, as well as checking out devices that highlight advancements in technology. I also hope to reconnect with colleagues, fostering camaraderie and mutual encouragement.”
Women in Optics Breakfast
The spirit of collegiality will be felt in all corners of ODMAFair, but especially during a new Women in Optics Breakfast taking place on the morning of Saturday 28 June.
Sponsored by ProVision, it will be headlined by Ms Carli Phillips, CEO of Corporate Wellbeing Hub.
It’s hoped the initiative will resonate with all women’s optical support groups, bringing them together to talk about issues relevant to them.
For Ms Ebru Efem, a dual-qualified optometrist-orthoptist who founded Melbourne greenfield iOptical with Ms Alisha Shastri in 2021 (pictured right), that includes working in an industry that still feels male-dominated despite almost 60% female representation in optometry.
“Some of the challenges women in optics face include being
under-represented in a male-dominated workplace. This at times can create self-doubt or imposter syndrome. In addition, limited training and the opportunity to move to management roles are amongst some of the other challenges,” says Efem, who has also been working at the Royal Children’s Hospital as a paediatric orthoptist since 2017.
Shastri feels there aren’t a lot of young women in practice ownership, and it can be difficult to break through.
“I believe work-life balance can be difficult for women as there is a stigma around this being an owner and balancing family and other responsibilities. I believe that it is hard for the younger generation to see this is something they can do because there is a small amount of role models within the industry that have done this.”
Vision on Koornang principal optometrist Ms Clare Campitelli, in Melbourne, says wage stagnation has been an issue in her career after having children, despite developing her clinical skills.
“And on a part-time wage I was paying for all of my work expenses – insurance, registration, education – there wasn’t a lot left over. I could see that the only way to fix this was to own the business and not be employed.”
She says momentum behind women in optics had been growing thanks to the efforts of a ProVision business coach. A What’sApp group has formed where people seek advice and support. Handling maternity leave is a topic that stands out.
“I had nobody to ask when I went through this – I thought how wonderful it is to now have a resource for women in this group. We have had multiple dinners, and a breakfast at our most recent ProVision conference in 2023. Our gatherings have been very positive so far and I look forward to this next one in Sydney at ODMAFair.”
In her keynote, Phillips will merge her expertise in wellbeing research, nutrition and mental health first-aid with her own five-year career in the Australian optical industry as a contact lens rep.
“I am also a mother, business owner and carer for my elderly parents. Since recovering from burnout 10 years ago, I have found wellbeing workarounds that work for super busy days,” she says. “I now share these with other women to protect them from the everyday stressors and life juggle.”
She will present her wellbeing research from the optical industry and compare it with Australian benchmarks. This will include physical wellbeing, such as nutrition, exercise, sleep and smoking. Mental wellbeing – causes of struggles and where to go for help – will also feature.
“Industry-specific workplace wants and needs will also be shared from my research. I will inspire with wellbeing workarounds for busy working women. I will then facilitate a panel to discuss how women in various stages of life prioritise their wellbeing.”
The breakfast is a “fantastic initiative”, says Efem, who hopes to connect with her female counterparts, all at various stages of their careers.
“Raising awareness of the impact that women make in the field increases recognition of great female leaders and clinicians,” she says.
Campitelli loves connecting with people who share stories, converse, thrash out ideas and listen, regardless of their gender.
“I think getting a group of women together is great though if it provides a chance to be understood, heard, to give or receive support,” she says. “It’s events like this that can lead to unexpected opportunities; you never know.”
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