Top floor

Our practice employs some of the finest optical professionals in the industry — including optometrists qualified to Independent Prescriber and Master’s degree level. Unlike many of the larger chains, every single team member has a recognised optical qualification. And unlike most smaller opticians, we normally have a minimum of five members of the team on the shop floor at any one time. 

We pride ourselves on never rushing a patient, whether during a comprehensive eye examination or the all-important business of choosing the perfect frame. Remarkably, several of the original team members are still with the practice today.

Thirty years ago, Auerbach & Steele opened its doors in Chelsea at 129 King’s Road. Founded by Gail Steele and her then business partner David Auerbach, the store quickly earned a reputation for offering the most sought-after and beautifully curated frames in London. In 2019 we relocated a few doors down to a larger, four-floor home at 123 King’s Road.

Over three decades, we have grown from a boutique eyewear destination into one of London’s most respected independent opticians, renowned equally for our clinical excellence and our design-led eyewear collections. Spread across four floors on the King’s Road, the practice houses a dedicated children’s department, an in-house optical workshop, private consultation rooms and some of the most advanced diagnostic technology available. 

A trained optician herself, Gail remains present in the store most days and continues to oversee every aspect of the business. 

We like to think of ourselves as no ordinary optician. Our clinical excellence is second to none. We stock frames we love. We employ and train and reward a team that loves working here. We give our customers the time they need to make unhurried decisions. We have built longstanding relationships with them and they value our very personal approach and the continuity of care they receive. In fact, their word of mouth recommendations mean we do little to advertise our products and our services. High praise indeed.