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Words: Denise Mhlanga

Eyewear collectors and aficionados would be happy to know that newly opened Now You See Me (formerly Justin Abratt Optometrists) in Norwood stocks unique independent brands and hand-selected pieces from established luxury brands to live in store. Co-owner and head optometrist Neels Prinsloo tells us more.

How did your business start?

Now You See Me was born from an opportunity to take over a previous practice, Justin Abratt Optometrists, whose owner was retiring. With 22 years combined experience, four previous practices and a passion for clinical, latest technology and instruments for optometry, we felt this was a good time to build on the 35-year practice’s legacy of love for eyewear adding a touch of luxury experience unseen in eyewear. The revamped and rebranded shop opened on 1 November this year.

Why did you choose this area to set up shop?

Norwood is exciting and developing into a trendy location with interesting heritage and old deco buildings.

How did you find your premises?

We knew the owner of then Justin Abratt Optometrists through our previous work in the industry. He approached us with a proposal to take over his practice as he was retiring. We then did a complete rebrand and revamp of the space.

Why are the premises ideally suited to your business?

We love Grant Avenue and the foot traffic it brings in the neighbourhood.

Who are your neighbours?

Woolworths & The Schwarma Co.

What are the shop rental/sales prices like in this area?

Dependent on space being rented, they range from R1,500 up to R20,000.

How many people visit your shop each day?


Do you operate online as well?

No, we plan on opening an online store. We have an Instagram page ( for the latest on luxury eyewear.

Do you have any expansion plans?

There is potential to branch out with our brand to new cities or more areas within Joburg. We’re just getting our eyes focused on the current store and will then make our next move when the time is right.

What’s your most popular service?

Eye tests and sunglasses.

Now You See Me
011 728 7118

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