Founded 1924 · Norwich, Norfolk
A century of care, now opening new doors
Founded in Norwich in 1924 by Cecil C. Amey, Cecil Amey has grown into a leading independent provider of eye and hearing care across Norfolk and Suffolk. In 2024, the business celebrated its centenary — and took its first steps into partnership.
100+
Years of service
12
Practices across Norfolk & Suffolk
1924
Founded in Norwich
2024
Centenary year
Our story
From a single practice to a trusted regional name
Cecil Amey was founded in Norwich in 1924 by Cecil C. Amey. What began as a single optical practice has grown over a century into a trusted independent business serving communities across Norfolk and Suffolk — 12 practices strong, and still family-shaped at its core.
Over the decades, Cecil Amey has evolved from its traditional opticians roots into a broader, modern care business — combining optometry, audiology, advanced diagnostic technology and carefully curated eyewear and hearing collections. Throughout that development, a commitment to quality clinical care, professional excellence and genuine customer experience has remained constant.
In 2024, the business reached its centenary. Rather than standing still, that milestone marked the start of a new chapter: carefully opening the door to partnership with the right clinicians in the right locations.
A century in brief
How we got here
Founded in Norwich
Cecil C. Amey opens the first practice in Norwich, Norfolk — built on the belief that every patient deserves unhurried, expert care. A philosophy that has never changed.
Growing across East Anglia
From a single location, Cecil Amey grows steadily across Norfolk and Suffolk — building a reputation not just for clinical quality, but for the warmth and personal touch of genuinely independent practice.
Expanding into audiology & modern technology
Recognising the close relationship between vision and hearing health, the business broadens its offering to include full audiology services. Investment in advanced diagnostic equipment raises the quality of care and positions Cecil Amey as a premium independent across both disciplines.
Centenary — and a new chapter
Cecil Amey celebrates 100 years in business, operating 12 practices across Norfolk and Suffolk. The centenary becomes the launchpad for something new: a professionally structured franchise model, offering carefully selected clinical partners the chance to carry the Cecil Amey name forward.
What we stand for
Values that grew from the inside out
Our values were not chosen in a boardroom or handed down from above. They developed organically over more than five years through staff surveys, team-building work, and shared conversations across the whole business — from directors to the most junior members of the team.
In the final fine-tuning stage, every voice was included, and the level of alignment in the responses was remarkable. That shared conviction gave us the confidence to define the values that guide our culture, our decisions, and our direction for the next century.
Teamwork
We look out for each other, share knowledge freely, and achieve more together than any of us could alone.
Customer Satisfaction
Every patient interaction is an opportunity to exceed expectations. That standard applies whether it’s a first appointment or a hundredth.
Integrity
We do the right thing, even when no one is watching. Honest advice and transparent practice are non-negotiable at Cecil Amey.
Excellence & Professionalism
Clinical standards are high and rising. We take our responsibilities seriously — to patients, to colleagues, and to the profession.
Innovation
A century in business has taught us that standing still isn’t an option. We embrace new thinking, new technology and new ways of caring for people.
The people behind it
Experienced, passionate and invested in your success
Every prospective partner works directly with our leadership team — from the first conversation through to opening day and beyond. This is a relationship, not a call centre.
Emma Amey
Director
Robert Amey
Director
Michael Masters
Director
Daniel Amey
Optometrist, Dispensing Optician
William Amey
Audiologist (HAD), Dispensing Optician
Cristina Amey
HR Manager
Daniel Corrie
Financial Controller
Alison Moore
Head of Centralised Buying
Professional structure
Built responsibly from the start
The Cecil Amey Partnerships franchise model has been developed with British Franchise Association guidance and supported by accredited franchise consultants and specialist legal advisers.
That means the agreements, processes and support structures have been designed properly — giving both parties a clear, fair and professional foundation from day one.
Ready to find out more?
Come and have a conversation
If this sounds like the right opportunity, we’d love to hear from you. There’s no obligation — just an open, honest discussion about whether partnership is the right fit.
Complete discretion, always
Your enquiry is treated in strict confidence
We understand that exploring a franchise opportunity often means doing so quietly — whether you are currently employed, working in partnership elsewhere, or simply not ready to make your interest known. Nothing you share with us will ever be passed on without your explicit permission. All conversations, documents and personal details are handled with the same integrity and professionalism we bring to every aspect of our business.