Discerning Eye provided one of the best shopping experiences I've ever had in my 30+ years. Seriously. My husband and I stopped in here for the first time on a Saturday (no appointment needed to look at frames) in December. We didn't know much about the place, expect for some reviews we had read online. He really wanted some new frames that 'didn't look like all the others.' Enter Discerning Eye. We arrived to a bustling shop and were greeted right away. This place is a feast for the eyes. So many beautiful frames to try on. Eclectic, funky, artsy, and unique describe what they have to offer. After a few minutes of browsing, Emily came over to assist us. She is awesome. She stayed with us during our entire visit. My husband tried on several different frames, asked lots of questions, and we were in and out in less than two hours. We never felt rushed while we were there, despite how busy they were. Frames are organized by designer. Bargain frames are in the basement. We intend to go back and check those out at some point. They had a trunk show going on the day we visited, so it was quite the overall experience. Snacks, CHAMPAGNE, and a prize basket (we received $30 off a pair of frames). I highly recommend Discerning Eye if you're looking for something like no other, excellent customer service, and for an experience you won't soon forget. read more

Everything! They harvest a great selection of frames & friendly associates who will help. I think they gave me an honest opinion of what frames work for me & what frames don't. Yes, they're pricey, but worth it to me for their guarantees & service. read more

I tried another eye glass seller and loved the service, but wasn't caught by the selection of glasses. A friend went to Discerning Eye, so I tried them. I wanted unique, eye-catching and "artsy". I'm THRILLED! Sarah worked so hard & patiently with me... over 2 trips & many samples, I finally settled on my perfect glasses. She gave me honest feedback and suggested interesting options. I'M thrilled! Yes, the glasses were pricey - but I believe you get what you pay for. SO happy! read more

Definitely not a place for casual eyewear. I walked in with not the nicest clothing on and was directed to the basement with the cheaper selection (which didn't even have price tags on any of the glasses). Not a big deal, obviously I'm not the demographic. However, I could have done without the look of pity when exiting the store. read more

Dr. Dan Wolfe and his staff are very welcoming and kind. We were greeted by their front desk upon walking into the building. I came into the clinic today as a new patient to establish care and it was very quick to get through, not much paper work to fill out. When they asked to check my glasses out they took them back and cleaned them before giving them back to me, which I thought was very considerate. Meeting Dr. Wolfe was a privilege, he was very, nice, sociable, and welcoming. He answered every question I had very clear and precise, he cleans his room before and after every patient of his and makes sure you are fully taken care of before you leave. I can't wait to re-visit this location again as it was that great of an experience. Also, side note. I loved the "BLM" and "Women Owned Business" signs just a nice touch for me. Thank you guys! read more

In town for a football game and tailgating and I lost a co tact. They were able to get me in within 10 mins and give me a contact for my lost one. Thanks DE! read more

I absolutely love Discerning Eye and wouldn't trust anyone else with my eye exams! I bought a pair of Lindberg glasses about two years ago and still absolutely love them. They're ultra-lightweight, comfortable, and were a blast to pick out since they were totally customizable (from the lens shape and color to even the temple shape and color). Ultimately, I chose a clear frame with lavendar temples and then selected a subtle purple paint that was placed between the lens and the frame - truly unique! Dr. Wolfe, the shop's optometrist, is also excellent. I've complained about itchy eyes for years but he's the first optometrist to properly diagnose the cause - turns out I don't have allergies, but that my eye's oil glands haven't been functioning properly. With the help of new eye drops, my eyes finally feel great! read more

I am seriously impressed with Discerning Eye. I work downtown, so I spend time on my lunchbreaks wandering around the pedmall. Normally I'd never go into a place like this based on the look of it. It appears to be super high end, and I sort of naturally assumed things would be out of my price range. Boredom drove me into the store, and imagine my surprise! First off, the frames at this shop are WAY cooler than any of the same old same old you find at the shops at the Mall. They're fun, different, and trendy. And yeah, some of the frames are high end expensive in the $425 range, but the ones that I ended up getting were $125 for the frames. That's an insanely good price! And everyone notices and likes them! Not to mention the staff is OUTSTANDING. I hate big purchases like glasses, and getting the most for my money is super important to me. So I went back several times over a 1 MONTH period to "visit" a few pairs before I settled on the final ones. The staff never seemed put out that I was in there everyday, they were always helpful, but never pushy, and I was just really in awe of what a great glasses picking experience it was. The only drawback of the place is that they aren't open much after work hours. If they had more hours until 6:00 or 7:00, they might get more business. Anyhow, totally buy your glasses here. Skip the mall. Seriously, you won't regret it! read more

This place has great staff, service, and I was very impressed. I needed new glasses because I had lost mine. I got an eye exam from their optometrist whom was very helpful, willing to answer questions, and very polite. He was also sensitive to my needs, as I asked him not to do the puff test or dilate my eyes and he found other ways to do those tests. Afterwards, I had two ladies helping me pick out glasses. They were so helpful and honest. I really recommend this place to anyone and everyone! read more

Dr. Dan Wolfe is excellent! He was very helpful when finding me a new prescription for both my contacts and glasses. I got new lenses from Discerning Eye and they turned out amazing, I am thankful. I would definitely recommend going to Dr. Wolfe is you are looking for an Optometrist in Iowa City read more

I came in because I'd broken my frames and desperately needed a new pair of glasses. Not only were the staff extraordinarily helpful in helping me try on many new frames - they found an old pair of frames that fit my lenses that I could wear while I waited for my new glasses to be made. This was a lifesaver and gave me some time to make up my mind about new frames. They also have an amazing selection of frames at various price points. Highly recommend!!! read more

Thank you to Michelle for tightening my daughter glasses. Customer service at its best. All the way from California

Dr. Wolfe rocks and the entire staff are fabulous. The time and attention given to ensure I was given all the options to achieve the best sight were most appreciated. When I first walked in I thought my previous eye doctor had exhausted all options to help me see better. Boy, was I wrong! Dr. Dan tried multiple combinations and I've never seen more clearly. Plus, the environment is so welcoming and cozy I just want to hang out. Thank you!!! read more

After looking in major cities (Chicago, Houston, San Antonio, KC and DC) I found my pair here. It was at a trunk show several years ago and I am still receiving compliments on the frame. When in town for a football game I stop by for adjustments. In addition to periodically replacing nose pads, they replaced my plastic ear pieces (due to oil and salt). Though they aren't convenient to visit, their after the sale service and selection are exceptional. read more

I have never written a Yelp review nor had any desire to do so until now. Roughly two years ago I made the change to Dr. Wolfe at Discerning Eye. I will soon be leaving town and will have to find a new Optometrist, but Dr. Wolfe, Michelle, and the rest of the staff were so exceptional I thought I should share my experience. Dr. Wolfe makes you feel at ease and is extremely patient-focused. I have had a lot of trouble with my vision, and prior to Dr. Wolfe, I spent years at another eye care facility struggling with the same tired fixes to what was a persistent vision problem. What impressed me was Dr. Wolfe's dynamism and willingness to try new, cutting-edge corrective methods to actually solve my problem instead of just repeatedly applying the same techniques and expecting a different result. Highly knowledgable, relatable, accommodating, and professional, I would recommend Dr. Wolfe and Discerning Eye to anyone looking to make a change in the way they approach their eye health. I have also bought two frames from them and am very happy with each. They helped in choosing the right style of frame, adjusted my lenses so that I no longer had to wear glasses that looked like coke bottles, and sent my contacts to me wherever I needed them. All said, it was a very positive experience. I only wish I had made the change sooner. read more

Great service. Had an issue with my frames after about 2 years. The store replaced them without a hassle. Well worth a visit to Discerning Eye. read more

Talented, professional staff that can help you choose just the right color and shape of frame for your face. Each and every person is kind and considerate. Dr. Wolfe is thorough and has the last equipment to ascertain the health of your eyes. read more

Came to Iowa City for the weekend and the arm snapped off my sunglasses! #fail! I Yelped an optician and this place popped up. I stopped in and was greeted by the lovely staff, explained my issue and one of the opticians fixed my sunglasses straight away - for no cost! Such a great experience and while I was waiting I browsed the vast array of cool glasses. They have a great selection and treated each Customer as if they were a friend. A truly awesome experience :) read more

I LOVED my experience at Discerning Eye. Dr. Wolfe and all the staff are AMAZING!! I felt welcomed, appreciated, respected and valued. I was pleased with the quality of care that I received, and I got a great pair of glasses! read more

Discerning Eye is a shining star. Style, selection and service par excellence. There is no need to look anywhere else because they offer an invaluable experience. Save yourself some time and go to Discerning Eye. And please note that this is a completely unsolicited, unaffiliated, whole-hearted endorsement. I happened to stop by, looking for the right frames and the customer experience they offer blew me away. Now, through frames, lenses, cleaning cloths, contacts, solution and eye exams, they have raised the bar so high I can take a deep sigh of relief. Ahhhhh. I have found the perfect home for all of my eyewear and eyecare needs. read more

I've been a patient of Dr. Wolfe since before he joined Discerning Eye. He keeps up on the latest trends and technologies in the profession, and is passionate about sharing relevant information with his patients. He's always friendly, and does his best to make visits a pleasant experience. He cares about the financial health of his patients as well; he's gone out of his way with insurance and advice when I needed it. The staff at Discerning Eye are friendly and knowledgeable, too. read more

Excellent service. Caring staff. Current with fashion trends. Upscale boutique in downtown Iowa City. Dr. Wolfe is great! read more

Do really care for the styles they carry. The front of the house seems kind of snobby and stuffy. I generally get my script and have it filled elsewhere. But Dr. Wolf is Awesome. He's thorough and explains everything and in general A real nice guy. He'd even careful to look at you family medical history to watch out for medical problems that you can diagnose from the eye. I'd recommend him as an optometrist to anyone. so Dr. Wolf ***** five stars Discerning Eye ehhh *** three ish read more

The BEST place around to purchase your eyeglasses! They have all ranges of prices and styles, and will help you find the best pair to fit your face and look great on you! The customer service was very impressive! Fast and easy! They told me my glasses would be ready in ~ 10 days and they called me in 4 days and said they were ready to go! This team knows what looks great and what will work best for your needs! I will never go anywhere else for glasses again! read more

Amazing staff and a great selection of high quality eyewear. The location is great too!

I grew up in Iowa City and Discerning Eye is probably my mom's favorite spot downtown. I was only in town for a week, but they were able to fit me in for a check up and they ordered me new glasses and contacts. I received my order in the mail today and it felt like Christmas! Everything was wrapped in tissue paper, sprinkled with chocolate candies, and they even threw in a bonus eye glasses case. A delight! read more

Discerning Eye is a fantastic optometrist office. I called around to various offices in Iowa City and Coralville to try and get a basic quote for contact lenses. First off, discerning eye was the only office to answer the phone with a cheerful attitude, and they were also the least expensive option! Dr. Wolfe has been so proffesional and a really nice guy. The entire staff was patient and understanding. I highly recommend! I don't even usually take the time to review businesses, but this one did such a great job! read more