02 Jul 1956

Upon returning from his studies in Lille, France, Diamantis Papadiamantopoulos assumed the management of the store at 6 Ermou Street. He would embark on a journey of many changes and innovations in the optical retail industry, such as introducing the white lab coat and, later on, seated customer service for eyewear fittings—as until then, customers were always served standing up. Furthermore, he would be the first to believe in advertising as a medium, creating the sector’s very first advertisements, as well as introducing a brand name for the store.