Training Example: Ellerker Opticians – Review the Data, Give Your Score & Compare to the Real AI Evaluation

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[H1] Independent Opticians in Shrewsbury
Personalised eyecare you can trustBook now
[H2] Where genuine care awaits you.
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[H4] Eye Examinations
A thorough Examination with a qualified optometrist. We recommend the extended examination.Learn more
[H4] Eyewear
We have a wide range of styles, from boutique brands and designer names to quality classics.Learn more
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[H4] Contact Lenses
Whether you are beginning your journey in contact lenses or you have lost your way, we can guide you in the right directionLearn more
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[H2] Why Choose Ellerker Opticians ?
Experience.  Over 20 years looking after Shrewsbury's eyesight.Heart
We listen, and take the time to get to know you and your eyes.
Hand picked and curated range of frames to cater for the whole familyMark as Starred
Trusted reputation in the community with strong links to local ophthalmology specialistsLike
Dispensing optician with expertise in Paediatric and hospital prescriptionsState-of-the-art equipment with optometrists who have gained further qualifications.
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Our story
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[H3] Quality & Luxury Eyewear
As an independent practice, we can offer a wide range of various styles and brands.
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From our hand-picked selection of high-quality eyewear, we can assist you in finding the best eyewear to suit your face and your needs.

You deserve to look great and feel good in your eyewear and we would love to help.Eyewear
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Call us01743 344 455
Send us an email info@ellerkeropticians.co.uk
Our address62-63 Mardol Shrewsbury
Shropshire SY1 1PP
Opening hoursMonday to Saturday
9am - 5pm

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[H1] Who Are Ellerker Opticians ?
Ellerker Opticians is an established independent practice in the heart of Shrewsbury with a reputation for providing top quality eyecare and products. Our friendly, local staff have a wealth of knowledge in the optical industry. We will use state of the art technology to tailor our eye examinations to your individual needs. We offer a wide variety of frames and lenses to suit all tastes and budgets from NHS frames to individually handcrafted pieces to cater for the most discerning tastes.
[H2] Our Team
We are all committed to working together in order to provide the best possible care and service.

Click on our photos to find out more about us!
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IainIain has been a resident Optometrist at Ellerkers since 2016. He has been practicing in Shrewsbury for 18 years, having graduated with a First from Aston University in 2007.Iain continues to add to his skills, gaining the Professional Certificates in Medical Retina and Glaucoma and the Independent Prescriber qualification. He spent 5 years as vice-chair of the Local Optometric Committee and is currently the Optometric Lead for the Urgent Eye Care Managed Clinical Network.In a previous life Iain studied Astrophysics at Manchester and likes to keep up-to-date with the latest research into the Cosmos. Iain has a two teenage daughters he can often be found cycling through the Shropshire countryside.
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LizLiz has been in and around the world of Optics since 2003, joined Ellerkers in 2018, to later take on the role of Practice Manager.Before beginning her career in Optics, Liz gained a bachelors degree in English Language and Literature and a Masters degree in Anglo-Saxon Studies at the University of Manchester. This is where she met Iain, and the rest is history!Outside of work she can usually be found reading, cooking or walking her beloved retired racing greyhound Sydney (our official practice mascot!)Ruby Ruby joined us straight from Cardiff University, having graduated in 2024. She gained her MCOptom in early 2026 and is now a settled resident here at Ellerkers. Ruby likes the personal side of optometry and for her the best part of the day is getting to know the person behind the prescription.When not testing eyes, Ruby is a big fan of films (especially the Muppets) and Dolly Parton. And she has a mainly one-way relationship with her cat Ernie.
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DanDan has been with Ellerker Opticians since 2013 and has been our resident Dispensing Optician since 2019. He enjoys both the mathematical and fashion side of his job, ensuring he combines the best looking frames along with the most suitable lenses for every patient. Dan is sport mad and when not watching it on TV you will normally find him on the golf course still believing he can make it as a professional!TomTom graduated from the University of Bradford in 2013 and became registered as an Optometrist in 2014. He has completed the Professional Certificate in Medical Retina. He first started at Ellerker Opticians as a locum in 2022 and became a permanent part of the team in 2023.Tom loves spending time exploring the country with his wife and daughter. He enjoys skiing, watching his football team Wolves, swimming and going to as many of the restaurants Shrewsbury has to offer as possible.RachaelRachael has been at Ellerker’s since August ‘21. She has over 12 years optical experience and helping patients choose beautiful new specs is her favourite part of the job. Rachael loves to talk and enjoys meeting new people and getting to know them. Her hobbies include crafts, travel, watching Formula 1 racing and spending time with her family, friends and her dog Daisy.
[H2] Our Team
We are all committed to working together in order to provide the best possible care and service.

Click on our photos to find out more about us!
[IMG: Optometrist Iain]
IainIain has been a resident Optometrist at Ellerkers since 2016. He has been practicing in Shrewsbury for 18 years, having graduated with a First from Aston University in 2007.Iain continues to add to his skills, gaining the Professional Certificates in Medical Retina and Glaucoma and the Independent Prescriber qualification. He spent 5 years as vice-chair of the Local Optometric Committee and is currently the Optometric Lead for the Urgent Eye Care Managed Clinical Network.In a previous life Iain studied Astrophysics at Manchester and likes to keep up-to-date with the latest research into the Cosmos. Iain has a two teenage daughters he can often be found cycling through the Shropshire countryside.
[IMG: Manager Liz]
LizLiz has been in and around the world of Optics since 2003, joined Ellerkers in 2018, to later take on the role of Practice Manager.Before beginning her career in Optics, Liz gained a bachelors degree in English Language and Literature and a Masters degree in Anglo-Saxon Studies at the University of Manchester. This is where she met Iain, and the rest is history!Outside of work she can usually be found reading, cooking or walking her beloved retired racing greyhound Sydney (our official practice mascot!)Ruby Ruby joined us straight from Cardiff University, having graduated in 2024. She gained her MCOptom in early 2026 and is now a settled resident here at Ellerkers. Ruby likes the personal side of optometry and for her the best part of the day is getting to know the person behind the prescription.When not testing eyes, Ruby is a big fan of films (especially the Muppets) and Dolly Parton. And she has a mainly one-way relationship with her cat Ernie.
[IMG: Dispensing Optician Dan]
DanDan has been with Ellerker Opticians since 2013 and has been our resident Dispensing Optician since 2019. He enjoys both the mathematical and fashion side of his job, ensuring he combines the best looking frames along with the most suitable lenses for every patient. Dan is sport mad and when not watching it on TV you will normally find him on the golf course still believing he can make it as a professional!TomTom graduated from the University of Bradford in 2013 and became registered as an Optometrist in 2014. He has completed the Professional Certificate in Medical Retina. He first started at Ellerker Opticians as a locum in 2022 and became a permanent part of the team in 2023.Tom loves spending time exploring the country with his wife and daughter. He enjoys skiing, watching his football team Wolves, swimming and going to as many of the restaurants Shrewsbury has to offer as possible.RachaelRachael has been at Ellerker’s since August ‘21. She has over 12 years optical experience and helping patients choose beautiful new specs is her favourite part of the job. Rachael loves to talk and enjoys meeting new people and getting to know them. Her hobbies include crafts, travel, watching Formula 1 racing and spending time with her family, friends and her dog Daisy.Our TeamOur Story
[H3] Our Story
Based in the heart of historic Shrewsbury, Ellerker Opticians has been providing friendly and professional eye care for over 20 years.

Under new leadership, Ellerker Opticians now is a family-run practice that puts our patients at the centre of all that we do.
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2000Founded - Eyewear Direct was born in the Riverside Mall, Shrewsbury2003Moved to our current home - Following early success the business relocated to its current site on Mardol2007Old Name/New Name - Well-known Shrewsbury Optometrist Stephen Ellerker took over the business and we became “Ellerker Opticians”2010Pioneers Ellerkers is the first practice in Shrewsbury to use OCT scanning as part of our eye examination.2015 - 2018Expansion and new faces - Ellerker Opticians acquired both John Biddles’ and Hayward & Ward’s Shrewsbury practices, welcoming new patients from both. In 2016, Iain Milne started as Ellerker’s first full-time optometrist, bringing with him over ten years of local optical experience.2018New leadership - Iain became partner and Stephen eased back from operations2019Qualification - Daniel Bevington cemented 5 years of dispensing experience, qualifying as a Dispensing Optician and gaining the letters FBDO.2021Say Hello, Wave Goodbye - Following his PhD studies, longstanding stalwart Alex Durie left to pursue his passion in computing.  Elizabeth Milne, Iain’s wife became practice manager, making the practice a family affair.2022New equipment - The practice installs an Optos Ultra-Widefield retinal scanner to deliver a truly hospital-grade examination.2024Independent Prescribing - Iain qualifies as an Independent Prescriber, gaining the ability to issue private medical prescriptions.
[H2] Our News
We are delighted to share some stories of our amazing work from our optometrist.
[H4] Optometrist identifies stroke in eye appointment
Our optometrist Iain Milne successfully identified signs of stroke in a patient which weren't picked up by the patients in previous visits with the doctor.

To read more on this article please click here.
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[H4] Optometrist saves patients eye sight
We were able to diagnose a retinal tear over the phone for a patient.
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If the patient hadn’t contacted us, there was a chance she could have lost her sight in that eye due to the extent of the retinal tear.
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To read more on this story, click here.

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[H1] Finding Your Next Pair
We’ve got a huge range of frames to suit all shapes, tastes and pockets. Plus, we update our range with the latest collections and new innovations so you’ll be spoilt for choice. If you are looking for some new eyewear, nip into our practice and our frame stylists will be happy to help you find your perfect pair.
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With such a big collection to choose from, it can be hard to know what's right for you. If you don't know where to start, our dispensing team have lots of experience in matching people with their perfect frames. From your complexion and face shape to your daily life, we can find the right pair of glasses and sunglasses for you.
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[H2] Our Premium Brands
Your eyes deserve the best. We work together with you to explore your visual needs and produce the right solution. The experienced dispensing team use expertise and excellent industry links to ensure the best results from our manufacturers.

We understand that you need to be looking great as well as seeing great. We stock a wide range of frame styles, from extrovert to minimalist, classic to quirky. Boutique frames from New York and Paris, Swiss Made precision, Hawaiian styling and classic American cool, are all hand-picked by our team to give you a great look.
[H5] Quick Links:
Eye ExaminationsContact Lenses
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Face a Face
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Moscot
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Silhouette
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Maui Jim
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Ray Ban
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Flexon
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MaxMara

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[H1] Contact Lenses
We offer a great range of contact lenses which are comfortable and easy to wear, making them a popular choice amongst our patients. Freedom from spectacles for sports, socialising, holiday or every day means you can focus on living your life
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If you already wear contact lenses, alongside our enhanced eye examinations, we can offer you a contact lens check-up where we can assess that your lenses are still the best fit and right option for you. This way, you can keep focusing on the things you love to do.

But what if you have never tried wearing contact lenses before? Don’t worry, we will help you out with your first steps toward getting started. Our expert team will guide you through how to use and care for your contact lenses to make sure you get the most out of them. You'll then be able to test them out yourself.
[H2] Types Of Contact Lenses
Depending on your preferences and prescription, we have a wide range of different contact lenses for you to choose from including different formats and materials to suit your needs.
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Soft Daily Disposable Lenses
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Soft Monthly/Fortnightly Lenses
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Gas Permeable Lenses
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Toric Lenses
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Multifocal Lenses
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Myopia Management Lenses
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[H3] Ongoing After Care
If you have any questions about your contact lenses or are experiencing any discomfort or redness, we are here to help.
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Get in touch or make an appointment to see us and we will be happy to advise further.
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We always recommend that you have an up-to-date pair of glasses too. Just in case!
[H5] Quick Links:
Eye ExaminationsEyewear

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[H1] Your Eye Examination
Your eyes are precious.
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At Ellerker Opticians we understand this and it is our privilege to help you see as well as possible.
The Optometry team believe that whatever your NHS eligibility, you should receive the highest quality of care that we can offer. This is the extended eye examination.
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Our extended eye examination is a longer appointment, giving you the opportunity to discuss all of your concerns, issues and requirements in a relaxed environment. It also gives the Optometrist the time to conduct a comprehensive and personalised examination.
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Ellerker Opticians have always invested in the latest equipment, and we have recently added an Optos Ultra-widefield scanner to our hospital-grade range of tests, which includes Optical Coherence Tomography (OCT), applanation tonometry, iCare tonometry (no puff of air required!), and Henson Visual Fields. OCT and Optos imaging are not available under a basic NHS sight test. Click here to find out more about OCT and Optomap.

Both Iain and Tom hold higher qualifications in Optometry and keep up-to-date with the latest developments in their field to ensure they make the best use of our equipment.

Private patients receive an extended eye examination as standard, with a fee of £73, or £53 if you're under 40.

If you are entitled to a basic NHS sight test (including children), then we are delighted to offer the extended examination at a reduced fee of £50 for over 40's and £30 for those under 40.
[H2] Ellerker Eye Examination
[H2] Basic NHS
Consultation timeSight test satisfying NHS requirementsOptos Ultra-widefield ImagingOCT scanAll tests performed by the OptometristOnline appointment booking40 minutes
20 minutes

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What our patients sayWe're nothing without you and we put our patients at the heart of everything we do.  Don't just take our word for it though - here are some comments and feedback from some of our fantastic patients:
[H3] Hear from our wonderful patient, Jo.
"We've always had superb service."
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"Somewhere where you're going to be looked after properly."
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"You're not just a number."
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"I will always recommend them to everybody."
[H3] Hear from our wonderful patient, Steve.
"The quality service is second to none."
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"I love looking at all the different pieces of equipment and how it works."
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"Never rushed, always time for us."
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"There's something for everyone."We also welcome reviews on Google. Please click on the Google image below to read our 5 star reviews, or to leave us a comment.
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