In a fiercely competitive industry where corporate chains dominate street corners and digital ad space, it’s easy for independent optometrists to feel like David against a fleet of Goliaths. But for Robert Seiler, a veteran optometrist based in Norwood, South Australia, taking on the giants wasn’t a challenge—it was a call to action. After a

“A rose by any other name would smell as sweet” is the famous line from William Shakespeare’s play Romeo and Juliet. People often reference it as a way of stating that the names of things do not affect what they really are. That might be true, but it doesn’t change the fact that choosing a brand name can