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
Our Story
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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.
Eyewear & Sunglasses
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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.
Contact Lenses
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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.
Eye Exams
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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.
Eye Health
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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.
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