Joni Schrup
CEO, Optician, ABOC
Joni’s optical journey began in 1976, working for her optometrist neighbor—and she’s been immersed in the world of eyewear ever since. A University of Iowa graduate, Joni has built a career rich with experience across both corporate and independent optical settings. In 2005, she took a leap of faith and opened Discerning Eye, turning her lifelong passion into a beloved downtown Iowa City destination.
From the start, Joni has found joy in helping others discover the gift of clear sight. She has a deep appreciation for inspired design and ever-evolving technology that continue to make frames and lenses better year after year. As for her favorite collection at DE? She could never choose—how do you pick a favorite child? Each line has that unique “it” factor: a perfect blend of quality, creativity, and innovation.
Many of our customers know that Joni keeps the shop well-fed—she bakes almost every day and loves experimenting with new recipes. When she’s not in the kitchen, you’ll likely find her in her garden, with a good book, or spending time with her kids and grandkids who keep her on her toes.
Michelle Dillon
Lead Optician, ABOC
Skilled, steady, and highly valued by both staff and customers, Michelle has been part of the Discerning Eye family for 13 years. After building a strong foundation in business, she brought her talents to the optical world in 2007—and has been elevating our team ever since.
Michelle loves the ever-evolving world of independent eyewear, where quality and creativity shine like nowhere else. Working in downtown Iowa City allows her to connect deeply with the community and deliver the thoughtful, high-level service she’s known for.
She’s proud of the versatility of DE’s collection—favoring Lindberg and Mykita for their sleek durability, while gravitating toward Anne & Valentin and Theo for their playful balance of color and design. Her newest obsession? Tarian, for its fresh, artful acetates.
Outside the shop, Michelle has a soft spot for ’70s and ’80s music, loves making or trying new food, and treasures quick getaways up north—especially to Minnesota and Wisconsin. She’s also an amazing mom to four kids (and two pups!).
Sarah Rowe
Optician
A loyal customer turned Optician, Sarah joined the DE team six years ago. She brings her background in fashion and design—and her amazing taste—to the mix. Her favorite part of the job? Helping customers find the perfect frame. Sarah lights up when a frame “finds a good home,” and she loves hearing about the compliments, confidence, and connection that great eyewear inspires.
Her eye for style and her genuine warmth make her an essential part of the DE experience. While she simply can’t pick a favorite, she loves that every collection carries a unique story and design.
Some of Sarah’s favorite things include ’90s grunge music, mashed potatoes, and traveling. Outside the shop, you’ll find her reading, walking her beloved pups, or thrifting one-of-a-kind treasures.
Eleanor Villhauer
Optician, Social Media & Marketing
With a background in both optical and styling, Eleanor brings a keen eye for design and detail to every frame she fits. For the past four years, she’s been an integral part of our team, helping clients find eyewear that expresses who they are. Currently studying business, Eleanor also leads our social media and marketing efforts—capturing the artistry and individuality that define our collections.
Her favorite designers, Face a Face and Theo, inspire her with their bold use of color and meticulous craftsmanship. Eleanor believes that glasses are more than a necessity—they’re one of the most powerful first impressions you make to the world.
If she’s not working or studying, Eleanor loves to bake, read, and spend time with her boisterous family. She and her husband enjoy trying local restaurants and can never say no to a good thrift trip. Together, they’re the proud parents of the cutest cat in the world—Pepper.
Emily Gaff
Optician, ABOC
Emily is an Iowa Transplant hailing from the central Great Lakes region. She graduated from Indiana University Bloomington with a BA in photojournalism and a focus on the sciences. Throughout her career, Emily has worn many hats, but after the pandemic, she decided it was time for a change. Emily has been an optician since March 2022, and she has been a delightful addition to our team since July 2023.
What began as a practical career move quickly grew into a true passion and she loves helping customers find the perfect frames to make them feel confident and seen. Speaking of perfect frames, her favorite designers include Tarian and Mykita, but anything fun and colorful will always have a special place in her heart.
When outside of her working habitat, Emily can be spied indulging her foodie side by sampling the best bites around town and cooking up her own creations, often using veggies from her garden! For non-food related pursuits, Emily enjoys painting, backpacking, rock climbing, nerding out over anything fantasy related and traveling to all of her bucket list destinations… there are still so many places she has yet to see!
Dr. Dan Wolfe
Optometrist
Eye doctor Dan Wolfe is an independent primary health care provider who specializes in the examination, diagnosis, treatment and management of diseases and disorders of the visual system, the eye, and associated structures. Since 2007, he has been providing comprehensive eye exams and complete eye care in Downtown Iowa City at Discerning Eye Optical.
He is a member of the American Optometric Association (AOA), the Cornea and Contact Lens Section of the AOA, and the Iowa Optometric Association.
Dr. Dan Wolfe is involved in various volunteer and community organizations in the Iowa City & Cedar Rapids area.
