Focused on Cupar

In our work developing CuparNow, we have identified more than 380 businesses and organisations in the town – making and selling all manner of products and services to folk who live close to home and far afield. At our last Open Meeting, Fiona Adamson – a Partner in PLM Optometrists – came along to discover more about our project. And so to demonstrate how we can help, we turned the tables to focus on Fiona and her company. Here’s the latest in our wee profiles featuring Cupar’s businesses …

PLM Optometrists is a small independent company. If you are wondering what an ‘optometrist’ is – or does – they measure eyesight, prescribe corrective lenses and can help to detect eye disease. PLM have five practices in Fife with branches serving the local communities of Anstruther, Glenrothes, Kirkcaldy, Leven and and, of course, Cupar. Their Cupar branch is on Crossgate at Number 40.

Originally formed in the 1960s, the name ‘PLM’ was coined in ’88 taking the initials from the surnames of the three partners at that time: Graham Pirie, Bill Lorimer and Ian Morris. More than 30 years on, the names may have changed but the company’s professional approach remains. Fiona explains: “PLM has always been owned and operated by a group of independent optometrist partners who put the highest quality of care at the heart of the business.

Today, there are 4 partners: Gavin Galloway and Elaine Roberts – who have been PLM partners for 31 years and 27 years respectively – together with David Cummins and Fiona Adamson. David and Fiona – both of whom had worked for PLM for over a decade – joined as partners in September 2017.

Gavin was brought up in Cupar and went to the (old) Castlehill School and Bell Baxter. In 2017, he became a Fellow of The British College of Optometrists – the College’s highest award – and it is an acknowledgement of Gavin’s commitment to the profession, his experience and accomplishments. In the same year, David Cummins attained a post-graduate MSc in Primary Care Ophthalmology.

More than meets the eye …

As with many seemingly small independent businesses, it is their investment in staff and training that demonstrates a huge commitment to our town and local community.

Gavin explains: “At PLM, we encourage all our staff to continue with their education and we are proud of all their achievements.” Currently, they have 29 employees: three associate optometrists – Euan Corstorphine who works in Cupar full time, Alanna Carson who works between Cupar, Glenrothes and Kirkcaldy, and Pamela Fraser who divides her time between Leven & Kirkcaldy.” Gavin adds: “This September (2019) we are delighted to welcome a new graduate optometrist, Serephina Yap, who will be working in Cupar, Leven and Kirkcaldy.

And there’s more: PLM employ 19 optical assistants, several of whom have been with the company for more than a quarter of a century, including Morag Reilly in Cupar who has just passed that milestone.

Gavin adds: “We pride ourselves on having a friendly personalised service while aiming for clinical excellence and offering the highest quality products. We achieve this through being independent which means we have the freedom to order whichever optical products will best suit our patients.” Their independence also means they can decide exactly how much time and care they need to take with each patient.

Focused on Care

Three of PLM’s optometrists – Gavin Galloway, Fiona Adamson and David Cummins – are Independent Prescribers out of a total of only around 10 in the whole of Fife. We asked what that means in lay terms. Fiona says: “It means we can offer treatment for some patients who might otherwise have to attend hospital for specialist eye care. We enjoy a good relationship with our local hospital eye services and with them we are very involved in various shared-care schemes.

As with all our profile pieces, we always end with this question: what would you recommend to someone visiting Cupar for the first time – or for the first time in a long time. Fiona says: “There are many great places to enjoy local food and drink in the town. A personal favourite means I’d recommend you book a table at The Courtyard restaurant for delicious food in a friendly place! And all our staff love popping into the Cupar Tearoom (at 4 Ferguson Square) for their scrumptious cakes and bakes.

Need more?

Pop in and see them at 40 Crossgate, call them on 01334 653560 or email

Opening Times > Monday – Friday: 9.00 – 5.30 | Saturday: 9.00 – 12.30


Thanks for reading.


Enjoyed this Blog?

There’s much more to discover on our Blog page where you will find similar features on Cupar ?ΔΆ just click on the image below.

You can also follow us on Facebook, Instagram & Twitter where we share news, events, offfers and much more from the town’s businesses and organisations.