Emma Amey

Continuing a family legacy that has served communities for over a century brings a deep sense of pride. Every moment spent helping someone see more clearly reflects the values that define us - professionalism, integrity, and a genuine commitment to exceptional eyecare.

Trusted Eyecare and Commitment

Continuing a Legacy

My name is Emma Amey. I am owner & COO at Cecil Amey Opticians. Our family have been proudly serving communities across Norfolk and Suffolk for over 100 years, dedicated to providing professional eyecare. We are proud to partner with Nikon Lenswear, and to be identified as a Nikon Lenswear Moment Maker.

Our mission is to provide a premium service to our clients, serving our local communities while providing a safe and happy environment for our teams to work in.

Our company values have recently been updated: teamwork, customer satisfaction, integrity, excellence, professionalism and innovation.

I was working in an optical practice when I met my husband. When my husband returned to Norfolk to work in the business his grandfather had started in 1924, I joined him. We had our family young, and I took great pleasure in raising our children. However, a few years later, I returned to working at Cecil Amey and have never looked back. Now my husband and I head the team and are proud to work with some of the best people I know, including our own children... Our two sons, daughter-in-law and son-in-law.

Life moments are the moments that make your heart beat a little faster! Most of which is by sharing moments with others who are experiencing joy. For example, I have run several marathons and the joy in doing so was seeing even strangers along the way cheering me on. The funny signs, the landmarks, my family’s faces. When I reflect on the whole occasion, and other defining moments in my life, would not be special without my vision.

The most amazing moment in my life was when I had the honour of watching my first grandchild be born. I have had three children of my own but of course, this perspective was very different. Watching Elizabeth come into the world is the visual experience of my life.

What do you believe is the most beautiful aspect of vision?

I think the most beautiful aspect of vision is enabling inclusion. Being able to see all around you and engaging with others is a special element of vision. Taking joy in the faces of the people you love and the world around you is a beautiful feeling.

Can you share an experience where you felt you made a significant impact on a patient’s life?

The impact of selecting spectacle lenses affords the patient the chance to reflect on their lives fully. It calls on them to work out where they see value in everything they do... work, hobbies, driving, experiencing technology.

It encourages our patients to see value in taking ownership of and investing in their visual solutions. It's empowering!

Is there a particular event or experience that deeply impacted your view on vision care?

I am not a clinician, but I am married to an optometrist and I remember my husband had just tested a lady the same age as me and was confident he had seen an abnormality during the examination. The lady later returned to tell him she had a brain tumour and only a few weeks to live. This moment stayed with me as a defining experience - it made me realise the importance of what we do.

Why do you choose Nikon Lenswear for your patients?

We choose Nikon Lenswear for so many reasons: brand alignment, trusted products, confidence for clients, customer service, staff support, training to maximise product benefits, and their ethical approach to their business and their team.

Nikon Lenswear aims to give the consumer a vision so precise, they can fully live in their every moment. What do you think of this and how does align with your value?

This aligns with our company value strongly. We pride ourselves on offering the best possible visual solutions for our patients and with the products and training provided by Nikon Lenswear, we feel confident we offer that.