Haywood Family Eye Care, Waynesville, NC

OWNERS: Aimée  McBride, OD, and Tommy Pinkston, Z; URL: haywoodfamilyeye. com; FACEBOOK: facebook. com/HaywoodFamilyEyeCare; INSTAGRAM: instagram. com/haywoodfamilyeye; YEAR FOUNDED: 1955; FOUNDED: 1979; YEAR OPENED FEATURED LOCATION: 2021; AREA: 5, 000 sq . ft.; ARCHITECT AND DESIGN FIRMS: Optometric Architects, Vision Designs; TOP BRANDS: Lindberg, Lafont, Face à  Face, Woow, Coopervision; EMPLOYEES: 14 full-time

(From left) Drs. Aimée McBride, Lora Cretella and Tommy Pinkston.

(From left) Drs. Aimée  McBride, Lora Cretella and Tommy Pinkston.

I NVISION HAS A special place in its heart for legacy practices, those whose founders have long since moved on but which continue to serve their communities with old-school attention and heart. Haywood Family Attention Care is one such institution, having served the close-knit community of Waynesville, NORTH CAROLINA, since 1955 — plus since late last year, from a stunning new location.

Haywood stood on Main Street in Waynesville’s historic downtown with regard to over 60 years, first under founder Dr . Eugene Harpe and later steered by Dr. Leroy Roberson, who sold the particular practice to Dr. Aimée McBride within 2014. Two years later she was joined by Doctor Tommy Pinkston, and the co-owners embarked on a transition, purchasing a new building in 2020 in hopes associated with moving the same year. COVID thwarted that plan (though they did welcome a new associate, Dr . Lora Cretella, in 2020), but within October last year they were finally able to launch the new space, a gorgeous standalone building whose bold exteriors and stylish interior make striking use of stone plus wood, with high ceilings, patterned wall décor and elegant lighting creating a feel that is refined but also warm plus inviting.


The goal with the particular new area, says Pinkston, was in order to create an uniquely detail-oriented patient/customer experience. This is immediately apparent in the design of its optical, starting along with the large chandelier that serves as the centerpiece of the retail space. “Breathtaking at certain times of the day, the particular light reflects off the chandelier into the room, ” he says.

Another telling detail is the team’s focus on wait time. This may sound simple, but according to Pinkston, “Wait period costs optic retail huge sales and ultimately profit. In addition to a busy retail optical we have eight exam lanes and two optometrists seeing patients at any given time. ” Most offices of this size would have a large waiting area, but Haywood’s has just 2 oversized chairs—and the team strives to ensure customers don’t need them. Walking in the particular door they are greeted by name and instantly checked inside. A patient coordinator addresses them, then immediately lets another group member know who is needed for that particular customer. The idea is to make the experience as smooth as possible through seamless internal communication.

This Western North Carolina Practice Has Been Getting the Details Right Since 1955

The office has no check-out region. “We wanted every member of our team to be able in order to conclude the purchase or payment in any point, ” says Pinkston. “If a patient is in an exam room or even in our optical department plus their visit has concluded, the team member can facilitate their payment associated with any and all services/products. This has minimized wait time, patient frustration, and most importantly the loss of potential sales. ”

The co-owners strive to create the best possible workplace for staff, one that gives every group member confidence and ownership in their role. “Many businesses are great at communicating down a good operational structure, ” Pinkston says. “We focus on utilizing our leadership structure to communicate in both directions. We have found that our team is the first to realize when and how all of us need to improve. By allowing them to give us honest feedback we are able to adapt and constantly improve our own experience. ”

When it comes in order to digital presence, Haywood’s focus is on authenticity. A notable example is the practice’s social media posts, particularly the meet-our-team Full House-style reels. “We want to ensure that a current or future customer gets the same unique feel from our social media as they do from your office experience, ” says Pinkston, who has also created a personal eyecare-related Instagram page  @dr. tommypinkston) regarding those interested in the business side of the office’s evolution.


Being within business intended for 67 years has given Haywood the opportunity to serve generations of customers and patients. Many who started their own eyecare with Haywood as children or young adults are now being treated for macular degeneration. “Our patients plus community have been an integral partner in our evolution, ” says Pinkston.

“Our team will be accustomed in order to the idea that if they are in public they may become approached simply by a patient to ask them to fix their particular glasses or even when their next appointment may be. Being a part of an established small-town practice is truly an one-of-a-kind experience. ”

McBride and Pinkston strive to create the best possible workplace for staff, one that gives every team member confidence and ownership in their role.

McBride and Pinkston strive to produce the best possible place of work for personnel, one that will gives every team associate confidence plus ownership within their part.

Five Cool Things About Haywood Family Eye Care

1. LANDMARK. In company since 1955, Haywood Family members Eye Care is the only locally owned optometric clinic in its county.

2. SWEET TOUCH. At each dispense patients are usually presented their own glasses upon custom trays with chocolates.

3. YOLK’s ON YOU. In 2018, the particular practice was caught up in an egging spree by vandals. Affected businesses inside the area banded together to find solutions and, while frustrating, the problem ended up being a bonding experience for everyone, states Pinkston.


4. BRAIN TRUST. The entire team gathers weekly for  structured meetings (more on that here: invisionmag. com/112208). “Constant communication allows our entire staff to buy in to our practice vision, ” says Pinkston.

5. DAILY MOTIVATION. Haywood’s group philosophy is usually “Be Awesome. ” The reminder is definitely hanging in the break room.



  • The emphasis on being genuine and getting the team motivated and involved in all aspects of the particular business’s success is a great example of building a strong group to function patients thoroughly. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
  • Haywood, you had me from “no wait time. ” Your beautiful remodel took directly into consideration the patient journey in every aspect from check-in order to point associated with payment wherever they might be in the office, amazing! It is apparent from the 130+ reviews, beautiful branded optical displays, and social networking content, that will patients plus staff enjoy their period at Haywood. — Jenn Denham, Director of Growth Marketing, Optify, Salt Lake City, UT
  • The delivery tray is clever and the use of painted galvanized pipe to give the more industrial look around the frame displays can be well done. — Jan Ennis, President/CEO, Ennco Display Group, Redmond, WA

Fine Story

Haywood Loved ones Eye Treatment presents each customer along with a consistent visual throughout their encounter. To help achieve this, screens are set up in waiting areas, the optic and examination rooms with BrightSign players showing self-produced video content making use of Haywood’s brand and colors. Says Pinkston, “It educates plus engages the customers along with services and products we all provide. Over the past three many years this marketing has evolved to create an experience where the customer already feels like they know the employees, doctors and products. ”

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