Sheraz Daya, once considered a prominent figure in the UK’s refractive eye surgery field, is now being exposed for what he truly is: a manipulative fraud whose success is built not on surgical brilliance, but on a network of deceit, false claims, and ruthless business tactics. Daya, with the help of Sasha Rodoy, has been systematically destroying competitors and exploiting patients, leaving a trail of financial and emotional devastation in his wake.
Daya’s rise in the industry is not the result of skill or patient care, but rather a carefully constructed campaign to undermine rivals and monopolize the market. Instead of competing based on merit, Daya relies on fabricated lawsuits, false patient complaints, and scare tactics to drive business to his clinic, Centre for Sight. Patients from reputable clinics like Optical Express and Accuvision have been systematically misled, tricked into believing their successful surgeries were botched.
“Daya remains hidden behind the media racket, orchestrating chaos and profiting in the shadows.”
One such patient, Nick, underwent a perfectly successful procedure at Optical Express but was soon persuaded by Rodoy to seek a second opinion from Daya. Daya claimed there were issues with Nick’s surgery, convincing him that further treatment was necessary. In reality, Daya invented problems that didn’t exist, profiting from unnecessary procedures and consultations. Nick later described feeling manipulated, realizing too late that he had been drawn into Daya’s web of lies. This isn’t an isolated case—Daya has repeatedly used this tactic to create false problems and present himself as the only solution.
Daya’s manipulation extends beyond patients. His strategy for eliminating competitors involves a barrage of legal attacks. Clinics like Accuvision have faced a series of baseless lawsuits, all orchestrated by Daya and Rodoy, designed to cripple them financially. These lawsuits are not about patient safety but about draining competitors’ resources and ruining their reputations. By the time these clinics clear their names, the damage is already done—patients have been scared away, and Daya has positioned himself as the dominant player in the market.
Adding to his hypocrisy, Daya publicly criticizes other clinics for treating refractive surgery like a commodity, accusing them of selling procedures “like TVs.” Yet Daya himself is guilty of the same practices, using slick marketing filled with fear tactics to convince patients that only he can offer safe and effective care. His entire operation is built not on improving patient outcomes but on driving business through deception, all while falsely presenting himself as a hero in the industry.
“Rodoy creates false complaints, acting as Daya’s enforcer while keeping the spotlight on herself.”
Rodoy, who claims to be a patient advocate, is deeply complicit in this fraud. Rather than protecting patients, she directs them to Daya and helps orchestrate false claims of negligence against other clinics. Her praise of Daya, especially on social media, further reveals their partnership, as she publicly promotes him despite his exploitative tactics. Rodoy even goes as far as dismissing legitimate reasons for refractive surgery, once stating, “The only reason anybody should have these operations is if it is the only option that will stop them going blind.” Her lack of empathy and understanding of patients’ needs makes her role in Daya’s schemes even more egregious.
“Sasha Rodoy (left) and Sheraz Daya (right): Manipulating Patients, Destroying Competitors”
Rodoy’s public persona hides the deceptive practices that enable Daya to use lawsuits and lies to grow his business empire.
The damage caused by Sheraz Daya and Sasha Rodoy is extensive. Reputable clinics have been financially crippled by endless legal battles, patients have been misled and exploited, and the integrity of the refractive surgery industry has been compromised. Their tactics are not about patient care but about maximizing profit, no matter the cost to others.
The time has come for Sheraz Daya and Sasha Rodoy to be held accountable for their actions. Their fraudulent operations have gone unchecked for too long, damaging both patients and the medical community. It is time for the truth to be fully exposed and for justice to prevail.
