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Your Hometown Eye Doctor Since 1967

For over 55 years, Hiemstra Optical has served West Michigan families with personalized eye care that goes far beyond a routine prescription. From comprehensive eye exams and designer frames to contact lens fittings and specialized treatment for conditions like dry eye and glaucoma — our experienced team takes the time to get it right for you, one patient at a time.

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Our Story

From Kalamazoo to Paw Paw

Harold Hiemstra opened our doors in June of 1967 with a simple but powerful belief: making each customer happy, one at a time, is far more important than simply having a lot of customers. More than five decades later, that founding principle still guides every exam, every fitting, and every patient interaction across our five West Michigan locations.

our story
Staff at Hiemstra Optical in Portage, MI
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Experienced doctors

at your service

Why Choose Us

The physicians and staff are devoted to providing the highest quality eye care for our patients.

We will endeavor to provide the finest personal service in a warm and caring manner. We are committed to listening to the needs of our patients and will strive to fulfill these needs whenever possible.

Our Doctors

our services

Where Expert Care Meets Everyday Life

From routine eye exams to advanced surgical care, Parschauer Eye Center offers a full spectrum of ophthalmology services. Our experienced physicians combine modern technology with decades of trusted care to protect, restore, and enhance your vision.

Broken Frames? We've Got You.

Hiemstra Optical is known throughout West Michigan for expert eyewear repair. Whether it's a quick nose pad fix, a rimless remounting, or a full frame restoration using our in-house soldering lab, we handle it all — often while you wait. Stop in at any of our five locations.

children’s eye exams

Comprehensive Eye Exams

The AAO recommends comprehensive eye exams beginning in childhood by the age of three. The frequency of follow-up examination depends on eye history, family history and medical history.

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What Our Patients Say

More than 275 five-star reviews on Google
5/5

I have been going to Hiemstra downtown for about 40 years. I love them! Jenny and Jen are so kind, helpful and courteous. Along with high professionalism. Highly recommend. We always talk and laugh.

5/5

Downtown Hiemstra has been my glasses connection for many years! Great staff who takes the extra time to make things right for you. Doesn't get better than that!

5/5

I always have great interactions with the doctors and staff at Hiemstra downtown. They are friendly, conversational, and professional!

5/5

Best place in town! We always get exceptional service at the Gull Rd. location. Give it a try.

5/5

Jacob at the front desk was super helpful when I needed to get my glasses fixed and set up an appointment. He helped me find a doctor with the proper availability and set me up with an optician.

5/5

My appointment was excellent. I was listened to. Things were clearly explained. My choice of glasses was abundant. From the front desk to the technician to the doctor, this is an excellent facility.

5/5

Been going to Hiemstras for 25 years or more. It was rare that anything went wrong and they fixed it promptly if it did. I can always find a pair of glasses that I like. The staff has always been kind to me. I wouldn't go anywhere else.

5/5

Wait time was minimal, employees were very pleasant and helpful. Exams were quick but thorough. I was not encouraged to purchase glasses when script change was minimal. I have complete confidence in the medical staff.

5/5

I felt confident in the exam, as well as with the technician's follow-up & billing. I am being referred to a specialist. When I had questions about my diagnosis, their attitude was overwhelmingly customer-centric. I highly recommend this optician.