The Buzz in IC is DE
Discerning Eye Is An A-List Winner!
Thank you to everyone who voted and helped us to be recognized as the best in Eastern Iowa! We could not have done it without you.
Since there is no category for great optical stores, you will find Discerning Eye listed under Fashion - Designer Jewelry. This may seem like we were miscategorized, but at Discerning Eye we believe that great eyewear is like fine jewelry for your eyes.
Our Customers Have Been Talking...
"Wonderful sales team with an outstanding sense of style." -- vin¢
"Excellent service. Went back several times to try out several pairs of glasses over the course of a month. Both Joni's were extremely patient and helpful. I never felt pressured, nor did I ever feel abandoned. Prices varied greatly, and I felt that I received a beautiful pair for a surprisingly great price. I would recommend to anyone." -- SJF
"Most excellent service, customer care and selection in the entire midwest!! THANK YOU!" -- JG
"Discerning Eye has the most up to date eyewear in the area. Everyone is treated with respect and friendship, regardless of if they are looking or buying. I have daily positive comments on my eyewear that I purchased at Discerning Eye. Thanks Joni and Joni!!!!" -- fltrnc
"Better selections than other stores in town. Very helpful and friendly staff." -- Roshi
"Discerning Eye was truly a delightful experience. I had so many options to choose from and the staff was so patient with me. I love my new frames, and have had countless compliments on them. Thank you Discerning Eye!!" -- jrone
"Great service with always friendly personnel. Staff offer great opinions that really help you find what your looking for and allow for a great shopping experience." -- verryh
Read what others are saying about Discerning Eye on KCRG.com
Discerning Eye in the News
Eye Gave Back Campaign in the News
Read the Press-Citizen Article about the Eye Gave Back Campaign
The Gazette
"Owner Joni Schrup displays frames grouped by designer, as if each were a work of art."
Read the complete Gazette article
Iowa City Press-Citizen
"Discerning Eye would not be out of place in a high-end Chicago retail district."
Read the complete Press-Citizen article
Corridor Business Journal
"Discerning Eye Takes Fresh Look at Eyewear"
Read the complete Corridor Business Journal article