Clifford Sher is the Ceo founder of 101 Optical Instruments, a divison of 101 Designs Pty Ltd. Clifford started Hill Optics an optical laboratory in Gauteng in 1984.

He invested all his time and knowledge into the optometric laboratory business and grew Hill Optics into one of the biggest laboratories in South Africa.

In 1994 Hill Optics became the official HOYA distributor. With HOYA's expertise in the lens business as well as the fact that Hill Optics now owned its own lens brand Hoya Hill Optics grew from strength to strength.

In 2011 Hoya purchased Hill Optics, however Clifford retained the instrument division (Shin Nippon) as he did not want to lose touch with his passion optometry.

In 2017 Rexxam was added to 101 Designs portfolio with the introduction of the RET 700 a topographer autorefractor combination as well as the SPM 700 Specular Microscope for ophthalmology.

In 2018 Nexy Fundus camera manufactured by Next Sight (Italy) was added to 101 portfolio as well as the Mocean 4000 our first SOCT.

In 2017 Fabio Dacco joined the 101 Optical which in Clifford's words completed the perfect team with his wealth of knowledge in the instrument industry.