Following military service in World War I William or "Bill" as he was known moved to Nottingham and embarked on a career in watchmaking. Some years later he decided to train as an optometrist and initially opened his practice on Park Row, Nottingham.

In 1961 David Phillips - now retired - joined his father in the concern by which time the offices had moved to their current location on Friar Lane, about a one minute walk away from historic Nottingham Castle.

In 1980 the practice was joined by Peter Tomasevic and subsequently by William's grandson, James, in 1991. William's granddaughter Katie is the dispensing optician in the practice.

Christine Marlow is the practice secretary.