Founded and led by a qualified optometrist.
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 — one of very few independent opticians in Birmingham offering the full Zeiss lens portfolio. Every Zeiss lens we dispense includes DuraVision Platinum coating as standard. Free Photofusion on all Zeiss varifocals.
Exclusive frames you won't find anywhere else.
Direct Vision is the only place in Birmingham where you can find both J.HYDE and Heyelander frames.
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.