About Us

Vision Care Associates is considered one of the top eye care companies in South Dakota for its quality and value. We would love to become your vision care provider.  If you are looking for the highest quality optometric eye care with a personal touch, we hope that you'll call one of our offices today to make appointments for your entire family at Vision Care Associates. We offer eye care for infants & toddlers as well as child, teen and adult eye exams.

We have one of the largest fashion eyewear collections in the region, including the latest Ray•Ban, Maui Jim and Oakley sunwear. Our goal for contact lens wearers is to find the best lens that suits your needs.  We know that there is not one contact lens that is right for every patient.  We have trial lenses from many manufacturers to find the contact lenses that provide the best vision, comfort, appearance, and eye health, including AIR OPTIX® AQUA, AIR OPTIX® for ASTIGMATISM and AIR OPTIX® AQUA MULTIFOCAL, which can allow better vision with those who have astigmatism and mature sightedness. Color contact lenses can enhance or change the appearance of eyes and disposable contacts that can assist with better eye health with frequent replacements of new, clean lenses every day.We diagnose and treat eye diseases such as glaucoma, cataracts, macular degeneration and retinal detachments, and provide medical treatments for dry eyes, allergies and pink eye.  We also offer laser vision correction consultations, pre-op and post-op care.

At Vision Care Associates we have one of the largest contact lens inventories to serve your needs and you can order your contact lenses online. We work only with the best contact lens manufacturers such as Ciba Vision and Bausch & Lomb.

We have hundreds of new and exciting frame styles to help you look great. Our opticians have over 250 years of combined experience. See the latest in Gucci, Ray•Ban, Calvin Klein, Maui Jim, Oakley and many more.We currently have 20 regional clinics. We serve the South Dakota communities of: Aberdeen, Britton, Eagle Butte, Eureka, Freeman, Gettysburg, Huron, Miller, Mobridge, Parkston, Platte, Redfield, Sioux Falls, Tea, Wagner, Watertown, Webster and Yankton. We also serve the Nebraska community of Plainview.



Dr. Paul Bell founded his practice in 1923, was joined by son, Dr. Gordon Bell in 1951 and their practice was called Bell & Bell. Dr. James Olson joined them in 1977 and the practice was named Vision Care Center. Vision Care Associates began as a merger between Vision Care Center and Dr. James Ruch in 1982. This merger brought the first two offices of Aberdeen and Britton together, as well as opening the Mobridge office, to serve patients in northeast South Dakota.

The philosophy of bringing healthcare to rural South Dakota that developed between these early partners has resulted in Vision Care Associates being South Dakota’s largest independent network of eye care professionals with 20 locations in South Dakota and Nebraska. 

Through the years, many doctors who have helped build our organization have come and gone, but all have been a part of this process that fulfills the philosophy of the 4 optometrists developed in 1982. Without the foresight and commitment seen in the beginning, Vision Care Associates would not have the influence in rural healthcare that it has today. With the addition of young talent and the commitment of “keeping the patient first”, we expect to continue this philosophy and continue our growth for many years to come.



Vision Care Associates is passionate about utilizing state of the art equipment to provide the best care for our patients.  Using the most advanced technology, the doctors of Vision Care Associates are able to detect a wide range of eye conditions and diseases such as cataracts, macular degeneration, corneal ulcers, diabetic retinopathy and glaucoma.

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