Established in 2011, Birrell Rainford is an independent optometrist located in the West End of Edinburgh.
We are passionate about our local community; find us on the beautiful, cobbled William Street, surrounded by quirky, boutique independent retailers, bars and restaurants.
We're close to the business district and in walking distance of Haymarket Station.
WHY BIRRELL RAINFORD?
As an independent opticians, we offer a range of clinical services in a family-friendly environment.
We have a passion for optics and strive to provide a service that is tailored to each individual's needs. Our experienced team is dedicated to providing the highest quality of care, giving our patients the best vision possible.
We have a wide range of contemporary frames and lenses, allowing us to provide a bespoke solution to your eyewear needs.
OUR TEAM
Daniel Keeling - optical manager and dispensing optician
Our optical manager and dispensing optician, Daniel, moved to Edinburgh from Shewsbury in his teenage years, and now calls Edinburgh home. After gaining an honours degree in business management in 2011, he fell into optics and went on to qualify as a dispensing optician and has never looked back.
He loves the variety that his role brings, meeting an array of different people with varying requirements, working with them to find the right solution for their individual needs. The fact that patients regularly pop in to let him know how things are going, makes the job incredibly rewarding.
When he has time off, he always looks for opportunities to explore new countries. He took time out to travel around the world over 10 years ago, which gave him the bug, most recently he traveled around South East Asia. His current tally is 35 countries visited, with a target of 40 by the time he reaches 40. Dad of Daisy, he loves exploring the local parks with her, and also enjoys playing pool and badminton.
Chloe Sung - optometrist
Chloe Sung joined Birrell Rainford in 2026 with a strong clinical background and a patient-focused approach. Inspired by her own experience of high myopia, she developed an early interest in how optometry can transform everyday life.
After starting her career as an optical assistant in Glasgow, Chloe qualified as an optometrist and gained experience working across practices in Dundee and Edinburgh. Most recently, she worked as a resident optometrist at 2020 Opticians, where she developed particular interests in emergency eye care and myopia management, including fitting children with MiSight contact lenses.
Chloe is currently undertaking further training in independent prescribing, alongside hospital placements at the Princess Alexandra Eye Pavilion, expanding her expertise in the assessment and management of eye conditions.
She was drawn to Birrell Rainford's commitment to high-quality, unhurried care and enjoys building long-term relationships with patients. Chloe's calm and reassuring manner helps patients feel comfortable and well informed throughout their appointments.
Outside work, Chloe enjoys watercolour painting, knitting, sewing, and exploring Edinburgh's bakery scene.
Susan Reed - receptionist
Susan is a face our patients know well, having been our trusted receptionist for over 10 years. She knows our patients well and loves her interactions with them when they come in or phone up, often getting to know whole families who have been with the practice for many years.
Another invaluable member of the team, Susan helps to keep the practice running smoothly and ensures everyone who visits is well looked after.
Before starting her family, Susan had a successful career in retail banking in Edinburgh, Brighton and Bristol. In addition to her two children, she has a gorgeous cat called Mickey. She also enjoys tennis, ballroom dancing and sketching. Her love of travel, in particular to Spain, allows her to use her Spanish which she’s been learning for several years. She loves wandering along William Street, getting to know the other businesses.
Alishbah Akram - optical assistant
Alishbah joined Birrell Rainford in 2024, having worked in optics for a number of years. Edinburgh-born and bred, she has always had a passion for helping and caring for others, so it’s no wonder she is such a natural in her role. Having studied psychology and sociology, she understands people and goes out of her way to make sure they are always well looked after.
She has fantastic knowledge of eyewear brands, and knows what suits people, encouraging patients to experiment with new styles. Working in a smaller practice allows her to really get to know all of those who come through the doors, whilst being able to build her hands-on experience across all areas of the business, from contact lenses to bespoke eyewear.
She loves being based on William Street, enjoying all the local businesses and the community feel, in particular popping next door to Fox & Co to enjoy some of their fresh baking. Someone who appreciates the great outdoors, Alishbah enjoys keeping fit, in particular embracing the great outdoors, hiking and walking across the Lothians and beyond. She also loves to see the world, travelling to new places whenever she can. When she’s at home, she can be found snuggling up with her cat, or spending time with friends and family.
Alex Peace - optical consultant
Originally from Peebles, Alex spent a short time living in London before settling in Edinburgh, where he has built a successful career in optics over the past seven years. With 10 years of retail experience, including seven years in the optical industry, he brings extensive knowledge, enthusiasm, and a genuine passion for helping patients find the right vision solutions for their individual needs.
Before joining our team, Alex volunteered with Sense Scotland, worked part-time in retail, and studied Computing at college, giving him a well-rounded background in customer service and problem-solving.
What Alex enjoys most about his role:
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Every day brings something different.
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Building lasting relationships with patients.
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Solving problems and finding the best solutions.
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Helping people achieve the best possible vision.
Outside of work, Alex enjoys gaming, music, football, films, and TV.
Favourite eyewear brand: Oakley – for its exceptional quality, comfort, durability, and timeless style