Discerning Eye Store Opens Downtown

Iowa City Press-Citizen
April 5th, 2006

IOWA CITY — Discerning Eye, a distinctive, full-service optical store, has opened at 119 E. Washington Street, in downtown Iowa City.

In addition to offering exclusive frame styles and cutting-edge lens technology, the store sells accessories such as handbags, jewelry, scarves, and watches for men and women.

“The store complements the uniqueness of downtown Iowa City, and it provide the kind of exceptional retail experience found in larger metropolitan areas,” owner Joni Schrup said. “With its distinctive look, Discerning Eye would not be out of place in a high-end Chicago retail district.”

Architect Sanjay Jani of Akar Design created the store’s distinctive design, which features custom-made furniture, chiffon curtains and large lettering on the wall to represent an eye chart.