The PHA Group is pleased to announce it has been appointed by independent opticians and eyewear boutique, Aston & Woods, to manage their launch communications strategy.

Aston & Woods combines a premium approach to clinical eyecare, alongside a high-end eyewear offering. The PHA Group will be supporting Aston & Woods with a five-month PR campaign to raise awareness of its flagship clinic based on Tottenham Court Road, London, alongside positioning its director Sona Thakerar McOptom, and sports vision practitioner, as a thought leader and expert optometrist within the media.

Founded by husband and wife team Keval and Sona Thakerar (an award-winning optometrist), the concept was born out of Sona’s experience working for larger opticians that can impose strict restrictions on the time allowed to test each patient.

Knowing something had to change, Aston & Woods was created to ensure customers receive the best service and care for their eyes. Each patient is allotted at least 40 minutes to ensure a thorough eye test takes place, using a non-invasive imaging technique to help in the diagnosis and management of certain eye conditions such as glaucoma and macular degeneration.

 All eye examinations with Aston & Woods are performed using the latest technology and equipment used by ophthalmologists in hospitals such as Moorfields Eye Hospital.

Alongside their newly opened eyecare clinic, Aston & Woods have also created an eyewear boutique which houses exclusive frames from luxury brands all under one roof. Stocking premium brands such as Caroline Abrams, Cutler & Gross, Garrett Leight, Hoffman Buffalo Horn and Lindberg. Each eyewear line has been handpicked from fashion shows, including Milan and Paris, to ensure their customers can find the perfect pair of glasses to epitomise their style.

The PHA Group was appointed after the agency submitted a proposal which highlighted the team’s experience with health brands, expertise in working with influencers as well as their high-level journalist contacts across both the health and fashion media.

Founder of Aston & Woods, Keval Thakerar comment, “We appointed The PHA Group based on their expertise in working with both traditional media and influencers. I believe we have appointed an agency that shares our passion and will help our brand grow from strength to strength. We were keen to work with an agency that not only had the relevant experience but understood our brand and what we are looking to achieve – the PHA Group demonstrated real vision that matches our brand ambitions and we are looking forward to working with them on a campaign to help us achieve vital cut-through for the business.”

Sarah Sharp, senior account director at the PHA Group said, “We’re delighted to be working with Aston & Woods on a campaign that helps increase awareness and educate consumers about the importance of eye care.”

"We believe Aston & Woods has a unique offering, combining a premium eye care clinic which takes the time to give its patients thorough and detailed eye tests, along with its high-end eyewear boutique which contains some truly stunning fashion brands. We can’t wait to launch our activity and engage influencers with this exciting offering in the heart of London,” Sharp continued.