Founded and led by a qualified optometrist
Vik has worn glasses since he was four. An optician spotted his vision problem early and got his prescription exactly right. It's the reason children's eye care matters so much to us.
Since 2011 we've looked after the eyes of over 10,000 children in Great Barr and Sheldon. Accuracy comes first in every test, because a child's vision matters for life.
Direct Vision was founded by Vik Malhi, a qualified optometrist with over 20 years of clinical experience. Vik built Direct Vision on a simple belief: that every patient deserves the same standard of care, whether they're an NHS patient or private, whether they're choosing their first pair of glasses or managing a complex prescription.
That belief runs through everything we do, from the time we take in each appointment to the lenses we choose to stock.
What we stand for
Authorised Zeiss partner practice
Direct Vision is an authorised Zeiss partner practice, so Zeiss lens upgrades are available on all our complete pairs. Every Zeiss lens we dispense includes DuraVision Platinum coating as standard. Free Photofusion on all Zeiss varifocals.
Independent frames, alongside everyday ranges
Alongside our everyday ranges, we stock frames from J.HYDE and Heyelander.
J.HYDE is a Birmingham-founded independent eyewear brand: premium, considered and made to last. Heyelander is a Dutch independent brand with a distinctive European aesthetic.
