Who we are
Who we are
"Helping people see and be healthy, regardless of their budget."
Inspired by a better vision of the optical industry, three Australians, Doron Kalinko, David Menning
and Tony Zhuang came together to create Vision Direct in 2006.
"Helping people see and be healthy, regardless of their budget."
Inspired by a better vision of the optical industry, three Australians, Doron Kalinko, David Menning, and Tony Zhuang came together to create SmartBuyGlasses in 2006.
From the beginning, we set out to disrupt the eyewear buying experience.
You know how it was back then. Choosing from a limited range of uninspiring frames on the optician’s wall, and then having to pay for the only type of lenses available.
Then only finding out the full price when your wallet was already open.
From the beginning, we set out to disrupt the eyewear buying experience.
You know how it was back then. Choosing from a limited range of uninspiring frames on the optician’s wall, and then having to pay for the only type of lenses available.
Then only finding out the full price when your wallet was already open.
The digital revolution changed things.
It allowed us to provide people with more choice, and to make vision care affordable and easily accessible to all.
For over 20 years now, we’ve been doing just that – offering over 300 brands and 100,000 products, world-class service and optical expertise to happy customers worldwide.
The digital revolution changed things.
It allowed us to provide people with more choice, and to make vision care affordable and easily accessible to all.
For over 20 years now, we’ve been doing just that – offering over 300 brands and 100,000 products, world-class service and optical expertise to happy customers worldwide.
Our vision is clear, and we want yours to be too.
Our vision is clear, and we want yours to be too.
Our leadership team
We are proud to have a highly skilled and passionate international team, with our operations and leaders based all over the world.
Our cultural diversity helps us view the world from different perspectives.
Together, we channel our passion for helping people into creating the best experience possible for our customers.
Our leadership team
We are proud to have a highly skilled and passionate international team,
with our operations and leaders based all over the world.
Our cultural diversity helps us view the world from different perspectives. Together, we channel our
passion for helping people into creating the best experience possible for our customers.
Daniel Rossetto
COO
Brazil
Gaëtan Girin
Head of Digital
France
Federico Vanni
Head of Organic Marketing
Italy
Wendy Wen
Finance Manager
China
Julia Ritchie
Head of Prescription
United Kingdom
Taisiia Ivagina
Merchandising Team Leader
Russia
Luisa Delgado
Operations Project Manager
Colombia
Rafael Vazquez
Customer Service Senior Team Leader
Spain
Elif Nisa Sencan
Customer Service Senior Team Leader
Turkey
Crystal Liu
Supply Chain Supervisor
China
Lok Chau
Logistics Manager
Hong Kong
Our values
Since the beginning, everything we’ve done has been driven by our core values.
We wouldn’t be where we are today without them and they’ll
continue to lead us into the future.
Our values remind us to always be:
Our values
Since the beginning, everything we’ve done has been driven by our core values.
We wouldn’t be where we are today without them and they’ll continue to lead us into the future.
Our values remind us to always be:
Our expertise
For us, eyecare extends far beyond selling stylish frames and prescribing a range of lenses.
That’s why we’ve got our own in-house opticians to help you every step of the way.
Their in-depth knowledge and experience are invaluable when it comes to
answering your questions and giving you personalised advice.
Our expertise
For us, eyecare extends far beyond selling stylish frames and prescribing a range of lenses.
That’s why we’ve got our own in-house opticians to help you every step of the way.
Their in-depth knowledge and experience are invaluable when it comes to answering your questions and giving you personalised advice.
Maria Horan FBDO
Dispensing optician
Maria holds a BSc Honours in Ophthalmic Dispensing and has over 17 years of optical experience.
Sharlene McKeeman FBDO
Dispensing optician
Sharlene is a qualified dispensing optician and member of the Association of British Dispensing Opticians.
Neggie Saadatpay-Wright
Dispensing Optician
Neggie Saadatpay-Wright is an ABO-certified optician with over 17 years of experience in the optical industry.
Dheeran Makadia
Optometrist
Dheeran is a qualified optometrist, a member of Optometry Australia, and registered with AHPRA.
Where we are located
We’re proud to be a global company, with teams working across the world to bring you the best.
Our headquarters are in Hong Kong, where we also have a physical optical store and showroom for local customers. We also have offices in Shanghai, Italy, Vietnam, and the Philippines.
We ship from multiple locations—including Italy, Hong Kong, Australia, and the US (via a partner drop-ship service)—so your order gets to you quickly, wherever you are.
We currently deliver to over 100 countries.
UNSDG Achievement Awards Hong Kong 2026
In 2026, Vision Direct received the Individual SDG Award – Goal 5: Gender Equality at the UNSDG Achievement Awards Hong Kong 2026 for our partnership with World Vision, supporting mothers and children in Zambia and Niger.
Since 2020, our sales-linked donations have helped fund:
- Life-saving malaria treatment for 61,609 children
- Diarrhoea treatment and essential medication for 46,549 children
- Health education, counselling and nutrition support for 1,041 mothers and pregnant women.
Our partnership with World Vision continues through 2030.
We’re grateful to World Vision and the local teams delivering this work, and proud to turn everyday purchases into sustained support for mothers, children and their communities.
Giving back
Caring for people and our planet is one of our guiding principles. Through our charitable initiatives, we donate to some of the world’s most disadvantaged communities.
We’re also working hard to become more sustainable in our practices and products. For us this is the only way forward.
UNSDG Achievement Awards Hong Kong 2026
In 2026, SmartBuyGlasses received the Individual SDG Award – Goal 5: Gender Equality at the UNSDG Achievement Awards Hong Kong 2026 for our partnership with World Vision, supporting mothers and children in Zambia and Niger.
Since 2020, our sales-linked donations have helped fund life-saving malaria treatment for 61,609 children, diarrhoea treatment and essential medication for 46,549 children, and health education, counselling and nutrition support for 1,041 mothers and pregnant women. Our partnership with World Vision continues through 2030.
We’re grateful to World Vision and the local teams delivering this work, and proud to turn everyday purchases into sustained support for mothers, children and their communities.
Giving back
Caring for people and our planet is one of our guiding principles.
Through our charitable initiatives, we donate to some of the world’s most disadvantaged communities.
We are also working hard to become more sustainable in our practices and products. For us this is the
only way forward.
Our eyes are open
We’re always on the lookout for entrepreneurial, curious, and passionate people who would like to join us on our journey to make the world better.
If you’d like to be a part of our mission, check out our open positions!
Explore the opportunities
Our eyes are open
We’re always on the lookout for entrepreneurial, curious, and passionate people who would like to join us on our journey to make the world better.
If you’d like to be a part of our mission, check out our open positions!
Explore the opportunities
