In this episode, Conor speaks with Lorena Serrano, founder and creative director of Nina Mûr Eyewear, about craftsmanship, creativity, storytelling, and why independent practices should stop competing on price. Lorena shares her journey from growing up in her mother's optical practices to building one of the most distinctive eyewear collections in the world. Together they explore why personalisation matters, how storytelling creates value, and what independent practice owners can learn from boutique brands. They also discuss team culture, client trust, the psychology behind eyewear choices, and why success today looks very different from what many business owners imagine. Whether you're an optician, practice owner, entrepreneur, or simply someone who appreciates craftsmanship and design, you'll find plenty of ideas to take away from this conversation.
Lorena Serrano
Founder & Creative Director, Nina Mûr Eyewear