Alexander Georgevic, known to all as Sasha, chairman of Britain's Scrivens Group, died a few weeks ago at the age of 69, after a battle with cancer. Born in Yugoslavia, he came with his family to England in the early 1950s. After getting a degree in law, he married Dodo Scrivens, daughter of Sol Scrivens, founder of the family-owned optical retail chain. He joined the company, starting his career in the hearing aid side of the business, where he rapidly boosted its presence in the relatively untapped market of hearing care, while pioneering the concept of selling spectacles and hearing aids under the same roof. He subsequently became Scrivens' managing director and in 1987 he was elected chairman. His sons Nicholas and Mark joined the family company in the early 1990s, giving Sasha an opportunity to take semi-retirement. Based in the Midlands, Scrivens has been run by Nicholas Georgevic for several years. Following the acquisition in 2002 of Melson Wingate opticians, Scrivens now has over 100 branches. Last September, Scrivens launched a new logo that represents the combination of optical and hearing care in a striking and modern way.