With over 17 years’ experience working in the optical industry, owner and principal dispensing optician, Gary Clelland wanted to create a new, bespoke way of choosing glasses.

He has built Clelland & Co.’s distinctive approach to eyewear retail, offering personalised styling consultations instead of conventional wall displays, with customers travelling from Edinburgh, Glasgow and even Dubai to avail themselves of this personalised experience and eyewear sourced from around the world.

The new store on Greyfriars Garden brings that same tailored experience to St Andrews where Mr Clelland and his experienced team of eyewear stylists, who are all qualified dispensing opticians, work with each client to understand what they’re looking for, their must haves and have nots, while advising on the best frames for face shape, style and personality.

Clelland & Co. will join other vibrant independent stores Spoiled Life, Topping & Company Booksellers and Miller’s Tale in the centre of St.Andrews.

Mr Clelland said: “When people go to the hairdressers they don’t turn up and choose a haircut they’ve seen a picture of on the wall seconds before. Most people give it considerable thought, scrolling pinterest and scanning magazines, planning their look. Why not the same for glasses?

“Most glasses wearers have their glasses on their face for most of the day, if not all. So why not invest in the process and the glasses, taking the time to choose something that’s not run of the mill, but truly reflects the wearer.”

Previously Susan Sloan @ No.1 the store has been transformed to create a welcoming and stylish environment. Interior stylist Pam Taylor of PamPicks worked with Mr Clelland on the Montrose store, a space filled with curated items and visually impactful decor. Unlike high street opticians showcasing endless rows of glasses displays, stepping into Clelland & Co feels like entering a boutique salon.

Chloe Smith and Gary Clelland of Clelland & Co.

Ms Taylor said: “The brief for St Andrews was to make it a more vibrant version of the original store with the interior reflecting the enjoyable and welcoming experience.

“Clelland & Co. believe choosing glasses should be fun, and so the environment has to reflect that.”

Mr Clelland added: “It’s been a real challenge working with a much smaller space than we are used to, and also to a tight timeline, but working with Pam has really helped to create the vision for an experience that brings out the feel good factor.

“It was also important for us to set the right tone even before people enter the store. Details such as the signage and window canopy set us worlds apart from a typical optical setting, where choosing glasses often feels like an overwhelming experience that leaves the customer feeling like they’ve had to pick the best of a bunch.

“From choosing the frames to the service, we’re striving to create an experience and a service that can’t be found anywhere else in the UK.”

A curated selection of hand-made independent eyewear suppliers have been chosen from around the world to bring the best of luxury styles to Scotland. The store will stock Rolf Spectacles (Austria), Anne & Valentin (France), Bruno Chaussignand (France), Gotti (Switzerland), la eyeworks (LA), Lowercase (NYC), THEO (Antwerp) and SALT. Optics (California).