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The most important tihngs for me when I go through the process of replacing my specs are: 1. A thorough eye test. 2. A good range of frames and lenses to choose from. 3. Price 4. Service 5. Convenience I've been a patient of Direkt Optik in Rotherham for quite some time and they tick the boxes on all of the above. Each test i've had has been thorough and never rushed. They have an extensive range of frames, both designer and own brands to choose from and the advice on the most appropriate lenses is second to none. Prices are fair, not the cheapest but then you pay peanuts you get....well the Optical equivalent of a Monkey. Eye tests are free and there are usually excellent offers in place. Service is brilliant both during and after the sale. Where my eyes are concerned I want someone serving me who has experience and know's what they're talking about, not someone fresh out of college biding their time until something else comes along. For example, one thing the staff at Direkt Optik insist on is that your specs fit properly before leaving. I often see people wearing designer specs that don't fit and think "what's the point, they look crap". I live in Doncaster so Rotherham isn't convenient for me but i've tried many Opticians and these guys are steets ahead of the rest so for me it really is worth it. I guess to sum it up, if I want 'cheese' i'll go to Tesco, if I want a good, honest, professional service then it's Direkt Optik every time.