We offer a curated collection of eyewear from throughout the world. We pride ourselves on finding brands with the best designers who offer unique, yet accessible styles. Our comprehensive eye exams usually take about 30 minutes and most of that time is spent face-to-face with Dr. Dan Wolfe so that you know you are receiving the best care.
Discerning Eye was named one of the Finest Optical Retailers in America by Invision Magazine. Each year this honor is only given to 10 opticals nationwide. We are proud to bring home this award to Iowa City.
Discerning Eye was named one of the Finest Optical Retailers in America by Invision Magazine. Each year this honor is only given to 10 opticals nationwide. We are proud to bring home this award to Iowa City.
Services
The story of Discerning Eye begins with a class project in 2004 at the UI Tippie College of Business. Owner Joni Schrup's son, Sam, was taking classes to earn an Entrepreneurship Certificate as an undergraduate and needed to create a business plan for an imaginary business. Since Joni had been in the optical industry for as long as he could remember and she spoke often of owning her own store, she became a great resource for Sam's project.
We have searched the globe to find this unique collection of the highest quality eyewear brands. You won't find these brands under the same roof anywhere else - even in the "big cities". Our professional staff provides personalized service to help you find your perfect pair within our curated collection of eyewear and sunglasses.
Whether you have been wearing contact lenses for years or you want to try them for the first time, Dr. Dan Wolfe and the Discerning Eye staff is here to help!. We offer the most popular brands and the latest in contact lens technology so that you can count on having the very best options for you vision and eye health.
A vision "check-up" is more than just a glasses prescription. It can be critical in spotting and treating issues before they affect your vision. Our comprehensive eye exam is designed to provide a complete evaluation of your vision health including diagnosing vision related diseases. Exams usually take about 30 minutes and most of that time is spent face-to-face with the doctor so that you know you are receiving the best care.
A vision "check-up" can be critical in spotting and treating issues before they affect your vision. This is especially important for children who may not even realize that the problems they may be having in school are actually vision related. Our comprehensive eye exam is designed to provide a complete evaluation of your vision health since many vision problems have no obvious signs or symptoms.
Reviews (8)
Farhan Niazi
Jan 17, 2022
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If you’re in Iowa City and looking to have your eyes checked, or have any eye related issues, be it eye health or anything to do with optics, then this is the place to go. The staff is amazing and experts in their field. Dr. Dan Wolfe is one of the best doctors i’ve seen. He listened patiently and gave full explanations for his treatment plan, which made me trust him more and I’m sure helped with adherence as well. The opticians are excellent as well and always helped adjust my glasses no matter how many times I showed up (I’m very particular about the fit of my glasses!). If you’re in
Mike Noel
Jan 08, 2022
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James Kinney
Nov 25, 2021
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Carolina Deifelt Streese
Oct 18, 2021
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Julie Aschenbrenner
Sep 15, 2021
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Lynn Puritz-Fine
Aug 06, 2021
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The staff could not have been more friendly and professional. They made me feel very valued and well cared for. Dr Wolfe’s gentle manner, willingness to make time for explanations and friendly professionalism is much appreciated. The selection of frames is expansive, with new European options I love. I am a walking commercial for Discerning Eye.
Robert Schafbuch
Jul 29, 2021
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Sarah Walton
Jul 23, 2021
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I recently received a pair of glasses from here as a gift. The staff were so friendly, knowledgeable and helpful, seriously the definition of great customer service. I am very nearsighted and have a strong prescription. I rarely wear glasses in public because the bottom of my lenses always reflect and are noticeable even when I've paid more for thinner lenses. Many any other glasses stores have told me that they could make a pair look right and not have that lens issue, but that has never been the case before now. For the first time, I now own a pair of unique glasses that I can enjoy wearing all