What is the value of good vision? For the Comox Valley鈥檚 Steffen Berndt and John Shelswell, it鈥檚 priceless 鈥� but needn鈥檛 cost a fortune.

Opticians and owners of Courtenay鈥檚 new , the two are firm believers in a new way of dispensing glasses, one that puts customer options first.

Trained and educated in Europe, both share a lengthy history in the industry, including years working together with major optical companies. Seeing an opportunity to do more for patients, and passionate about providing the best possible treatment and quality, affordable eyewear, the time was right to build a business on shared values.

鈥淲e saw the way many things were being done and we thought, we can do better,鈥� Steffen says.

1. The optics of good vision.

While optometrists are trained in eye health, Steffen and John are trained in optics 鈥� the physics of lenses and how they work with the eye 鈥� and work hand-in-hand with Valley optometrists to provide the best patient care.

Education is vital. Those selling and dispensing glasses need careful optics training to ensure patients get the right eyewear. While some will rely on a few basic measurements when creating lenses, best practices use multiple measurements to determine how the eye and lens work together in different situations, Steffen explains. 鈥淲e take up to nine measurements to ensure your glasses are perfectly personalized to you.鈥�

2. Understanding what鈥檚 needed 鈥� and wanted.

That comprehensive knowledge of lens physics and how it works with patients鈥� eyes also allows John and Steffen to work with patients to determine the best lens for their prescriptions, their lifestyles and their needs.

鈥淏ased on our analysis, we鈥檒l figure out if this is the right lens for you. Our job is to educate,鈥� Steffen says.

John agrees. 鈥淚 often notice that when we start to discuss a patient鈥檚 needs and I say, 鈥楾hese are your choices,鈥� you see their chin drop 鈥� they鈥檙e not used to having choices in lenses.鈥�

By taking the time to learn their needs and wants, 鈥渢ogether we鈥檒l make the right choice,鈥� John says, rejecting another common myth: 鈥淵ou鈥檒l get used to your glasses.鈥�

With a properly adjusted frame and the correct measurements, your glasses should work and fit perfectly immediately, he emphasizes.

3. What鈥檚 in a name?

Is sporting brand name frames important for you? Often paying for designer frames means paying too much for the quality you鈥檙e getting, Steffen says, noting that instead, smarteyes! offers four price categories of quality frames. 鈥淲e want to make sure everyone can afford the best lens.鈥�

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With a combined 60 years of optical experience, Steffen and John at offer a full selection of lenses and frames with great warranties, including sunglasses, progressive lenses and specialized lenses from their conveniently located downtown Courtenay shop.