About Our Practice in Big Rapids

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A Proud Part of the Big Rapids Community

For years, our roots have grown deep and strong within the folks that define the Big Rapids community. We’re more than just a business—we’re neighbors dedicated to nurturing lasting relationships with each person who comes to us for eye care needs. 

Our commitment to you goes beyond the typical customer experience—it’s a genuine connection that only a long-standing member of the community can offer. Whether you visit us for a new pair of eyeglasses, a personalized dry eye strategy, or even for a routine diabetic eye exam, we make a point to treat you as a person, a patient, and a part of our community.

Generations of families know the difference Dr. Coles and the BRFE team can make in their lives, so why not request an appointment with us today to see it for yourself?

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Why Choose BRFE?

When you choose us, you choose a team dedicated to offering modern techniques and strategies with a personalized approach. We believe in offering personalized care, delivered with kindness, and communicating without all the fluff. 

Our goal is for every interaction with us to leave you feeling cared for and confident you will receive trustworthy eye care with up-to-date strategies.

Our mission to educate you about the health of your eyes, and we are committed to providing you with the highest quality care and products. 

At BRFE, we are here to help.

You & Eye Club

The You & Eye Club is here to bridge the gap for those who find themselves “out of network” with their insurance but still need affordable and comprehensive eye care solutions. 

Unlike conventional vision plans that can lead to higher out-of-pocket expenses through copays, premiums, and hidden costs, You & Eye Club offers a straightforward flat rate for all eyewear and eye care needs. 

Explore how You & Eye Club can make a difference today.

Our Doctors


Emily A. Coles, OD


Alex Messner, OD

Our Team


Juliet Daugherty

Insurance Specialist & Referral Coordinator


Stephanie Trouba



Sue Koepke



Heather Wilson



PJ Griffee



Austin DeWeese


Request an Appointment Today

At Big Rapids Family Eyecare, your vision matters to us. When you’re ready to look after your eye health, whether for a routine checkup, a specific concern, or to explore eyewear options, our friendly team is here to help.

Request your appointment with us today!

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Visit Our Location

Our Address

  • 207 S Michigan Ave.
  • Big Rapids, MI 49307

Contact Information

Our Hours

  • Monday: 9:00 AM 5:30 PM
  • Tuesday: 9:00 AM 5:30 PM
  • Wednesday: 9:00 AM 5:30 PM
  • Thursday: 9:00 AM 5:30 PM
  • Friday: 9:00 AM 4:00 PM
  • Saturday: Closed
  • Sunday: Closed

Parking is available in front of our building, or park in the lot a few doors down to the south.

Our office is closed on the first Tuesday of every month from 12:00 PM – 1:00 PM for staff meetings.

For Ocular Emergencies, Call:

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