Discerning Eye Takes
Fresh Look at Eyewear
Corridor Business Journal
May 6th, 2006
IOWA CITY — College students intermingled with young professionals last week at Discerning Eye, gazing appraisingly at a variety of eyeglass frames and a selection of shiny Beijo Bag handbags. But owner, Joni Schrup, gazed, instead, at the intrigued customers, quietly smiling over the realization of a long-harbored dream.
That dream did not begin with her. Instead, it was her son’s work in an entrepreneurial class at the University of Iowa that pushed her into owning and operating her own optical center.
Sam Schrup, soon to be an UI graduate, developed a business plan for an optical store last year. It was an easy assignment, he said, because he turned to his mother, a veteran of the eye care industry, to answer questions about finances, daily operations, inventory and purchasing.
The plan first intrigued and then captured the attention of his mother and within one year, the approximately 25-page business proposal transformed into the new, upscale optical store at 119 E. Washington Street in downtown Iowa City. They opened their doors in December 2005.
“I am 50 years old,” she said, with a vibrant laugh. “You don’t do that kind of thing! It’s a risky business.”
But somewhere along the way, that fear flipped, she said, adding that she gained the courage and ambition to resign from her position as a frame buyer for McDonald Optical, a job she said she loved.
Joni dove into the venture, finding a location, hiring both her son and an additional employee and building up an inventory. Her daughter, Caitlin, also occasionally works there on weekends.
The dynamic between mother and son in interesting. Working together, Mr. Schrup now calls his mother by first name. It gets confusing some times, he said, because the third employee’s name is Joni Long.
Ms. Schrup said she wanted the store to be atypical and to shine with a distinctively warm and comforting ambiance; that sense of comfort comes in handy for customers who are upset by the idea that they now need glasses.
“Once they try on frames and they see how they compliment their faces, they get so excited. Frames need to match the features of a person’s face,” she explained, flitting between shelving and picking up frames, admiring their width, their color and style, trying to find a complimentary pair.
Her discerning eyes look expertly at questioning customers, quickly determining the width of the bridges of their noses and the height and fullness of their cheekbones. Finding the right pair, she said, is always a fulfilling accomplishment.
“Here at Discerning Eye, we think wearing glasses is cool. It’s and accessory,” Mr. Schrup said, declining with a grin to name how many pairs he personally owns.
He said store sales are continuously improving. He contributes that success to their trendy exclusive brands and the store’s overall “big city” atmosphere.
Tiny bowls of M&Ms and chocolates add to that atmosphere and are situated throughout the store. On many days, Ms. Schrup and her staff can be found busting back and forth between the kitchenette and the front of the store. They often heat up small quiches and other appetizers to share with their growing customer base.
“I like to cook,” Joni said. “It’s fun to bring things out.”
Small, bite-sized pieces of cheesecake, for example, sat out among quiches and cranberry champagne last week in celebration of a two-day handbag trunk show.
The 3,000-square-foot business is given warmth, curves and fluidity by hanging chiffon drape that seem to glow – a marigold yellow curtain curls around the contact lens room while a neighboring lilac-colored curtain envelopes the dispensing room.
The vibrancy of the store is the result of the work of Sanjay Jani, a co-owner of AKAR Architecture + Design. The store, she said, is the antithesis of most optical stores.
Mr. Jani and Ms. Schrup collaborated, deciding to forgo the typical “rows and rows of frame boards” and instead opted to use movable pieces of custom-made glass shelving. The store also features artistic jewelry and handbags – products Ms. Schrup said complement their featured eyewear.
Discerning Eye features various designers and levels of affordability, she added, naming brands and describing their signature styles. The five-month-old store features several brands exclusive to it.
“The Fendi line is geared mostly toward women, while Harry Lary’s has more a retro rock feel and Gotti line features simple, clean lines,” Ms. Schrup said. Prices range from $95 to $695 but average around $200.
“People are pleasantly surprised to see we have a nice price range,” she said. “There is something for everybody.”
The store often expands its hours for special events and, for example, will remain open later for the Iowa City Jazz Festival and the Iowa Arts Festival.
For Ms. Schrup, a first-time small business owner, the best and worst part about her new job is her newfound responsibility.
But so far, those decisions have seemingly led to nothing but a series of accomplishments, success she credits to the “good people” who surround her at work.