Coming out of 2020
and given the opportunity to start fresh, we wanted to create something remarkable. In a long forgotten folder was a business outline and set of plans from a passed up opportunity a decade earlier from our time in southern Oregon. A long forgotten bank building on Main Street offered a Pandora's box of possibilities and eerily similar dimensions. A decision was made.
Diplopia(meaning: double vision) was chosen as we were tossing around ideas, one of which was the desire to serve wine alongside/outside of our services. However, the state of WI would rather not see groups of intellectuals come together. No wine for us, but the name stuck.
A not so vivid world...
Seeing clearly is why you're here. Why bore you with all the typical boilerplate jargon about the fancy tools, procedures, and diseases that optometry has become. All you want is a new pair of glasses and we have that covered.
In doing so, we took initiative to create a relaxed retail space over a cold medical environment. Much of modern optometry has drifted from refractive needs to medical care. Following suit in every increasing instances, the optical has given way to cookie cutter solutions, apathetic sales/technical staff or removed all-together sending the patient into the wild without guidance.
"Any intelligent fool can make things bigger and more complex... It takes a touch of genius --- and a lot of courage to move in the opposite direction."
~E. F. Schumacher