Illustration from: Natural History of the Animalcules, 1834.
Hereafter, Prichard took the opportunity to establish himself as the leading London supplier of achromatic microscopes by opening his own business at 18 Picket street, close to the Strand. While it was his jewel lenses which brought him first to prominence, it was the achromatic microscope (aka the aplanatic engiscope , a term coined by Goring) he introduced in 1834, which seems to have provided the growth of his business. Given that other opticians such as Tulley, and Dollond were very occupied with telescope manufacture, Andrew Pritchard was, at this early stage, probably the only retailer who was able to make achromatic microscopes available to the public in reasonable numbers. Being a keen entrepreneur, but also microscopist himself, Pritchard succeeded in increasing interest in, and demand for, the microscope. He did this in part by publishing a number of works on the microscope and microscopic world, with additional input from C.R Goring: Microscopic Illustrations was published in 1830, followed by The Microscopic Cabinet (1832), The Natural History of the Animalcules (1834), A list of two thousand microscopic objects (1835), Micrographia (1835),and A History of the Infusoria, living and Fossil (1842). Most of these went through several editions, and in their time received an enthusiastic following.