When Dr. Danielle Alperin and her husband, Mark, opened New View Eye Care in Berkley in November 2025, it wasn’t a spur-of-the-moment decision. In many ways, the family-owned practice had been years in the making.
“I feel like this was always the plan,” says Dr. Alperin, who grew up in Farmington Hills and completed her optometry degree at Ohio State University before pursuing a residency in cornea and contact lenses. “I grew up going to my parents’ furniture business, and I wanted the same experience for my kids,” she says of children Sam, 10, and Aviva, 5.
While Dr. Alperin focuses on patient care, Mark oversees the business operations, technology and administration. Together, they’ve created a practice centered on personalized care, efficiency and a welcoming atmosphere.
“We knew our strengths were very different,” she says. “I love seeing patients and making sure the clinic runs smoothly. Mark handles all the behind-the-scenes aspects. Together, we felt we could create something special.”
That “something special” starts the moment patients walk through the door. Visitors are greeted with a coffee and hot chocolate bar, while children can explore a dedicated kids’ room replete with beanbag chairs, coloring activities, even a Nintendo Switch. Thanks to Mark’s 3D-printing business, the office is also stocked with colorful toys and fidget items designed to help children feel comfortable.
“The last thing we want is for a child to have a bad experience and not want to come back,” Dr. Alperin says. “We make the exam feel more like a game than a test.” Children are shown how the equipment works and encouraged to ask questions, while parents are kept informed every step of the way.
“We want patients to feel welcome, relaxed and seen,” Dr. Alperin says.
The family-friendly approach reflects Dr. Alperin’s belief that eye care should be both comfortable and proactive. One area she is particularly passionate about is myopia management, a growing specialty focused on slowing the progression of nearsightedness in children. Myopia has increased dramatically over the past three decades, affecting nearly 42 percent of Americans. While genetics play a major role, Dr. Alperin says early intervention can make a significant difference. Special contact lenses, glasses and eye drops can help slow changes in the eye and reduce the severity of nearsightedness over time.
“We now have ways to help kids avoid ending up with the same prescription their parents have,” she says. “That’s really exciting.”
Parents should watch for signs such as squinting, sitting close to screens, rubbing their eyes or closing one eye to focus. Even children who do not complain may be struggling to see clearly.
Dr. Alperin also encourages families to follow the “20-20-20 rule”: Every 20 minutes, look 20 feet away for 20 seconds. And don’t forget to blink.
“When people focus on screens, they blink less, which can cause eye strain and dryness,” she says. “Sometimes I joke that I’m prescribing blinking.”
Beyond routine eye exams, New View Eye Care offers dry-eye treatment, specialty contact-lens fittings, urgent eye care and an in-house lab that can produce many glasses quickly. The practice also reserves same-day appointments for eye emergencies, helping patients avoid unnecessary trips to urgent care or the emergency room.
For Dr. Alperin, the most rewarding part of the profession remains the relationships she builds with patients and families. “These patients become like family,” she says. “Seeing them year after year and having them follow me throughout my career is incredibly meaningful.
“We want to be the place where people feel comfortable, cared for, and excited to come back.”