We love fall for a million reasons, but one of them is that we get to go to Vision Expo West and it’s not just because we get to go to Vegas!

If you’re not eye-geeks like we are, you may not know what Vision Expo West is. It’s a complete eye care event: fashion, education, and innovation (and even more fashion). With over 5,000 vendors, there’s a lot to do and see. This year, our fearless leader Brittany made the voyage to Vegas to find us some amazing new stuff to offer you – our amazing customers!

When you walk into the expo, you are immediately overwhelmed with the amount of wonderful designs incorporating colors, new styles, and cutting-edge technologies. And when we say overwhelmed, we mean that in the best way possible… this place is basically a dream for people like us. This event is an amazing way for us to keep up on the up and coming trends and technologies in the eyewear industry. Going to this each year is a simple and easy way to make sure we can offer you the best of the best, and the trendiest of the trendy!

What’s so amazing about going to events like these is that even though we’ve been in this business for almost two decades, we are still surprised by what we find. Just when we’ve thought we’ve seen all the possible ways a frame could be designed, we stumble upon a new line with unique features and materials we’ve never seen used before.

Although this whole thing may seem pretty surface-level for us, the opposite is true! Vision Expo West inspires elements of the direction of Ulla Eyewear’s offering; not only does it influence the products we carry, but it also kick-starts the creative process of dreaming up our visual merchandising. It’s an amazing opportunity to connect with other people in the industry from all over the country – you wouldn’t believe the number of friends we’ve made!

We left with our passion rejuvenated and are excited to expand our collection of kids frames and introduce a new Danish frame line (to be announced)! Stay tuned on our website and on social media for future announcements.


Starting June 1st save all month long on your sunglass purchases at Ulla Eyewear!

To help you kick off summer we’re putting all of our sunglasses on sale!  Have a prescription? No problem!


Purchase a full price sunglass and we’ll give you $50 off.  Purchase a full price sunglass with prescription lenses and we’ll give you $100 off! (more…)

Join us Saturday April 15th for a show celebrating Theo!

We’ll host the entire collection of Theo frames and sunglasses.  Our staff will be on hand to guide you through the selection process ensuring that you leave with frames that are as unique as you!

During the show you’ll enjoy: (more…)

We are so proud to partner with Hilldale Shopping Center for the 4th Annual Little Black Dress Affair.

Purchase your tickets here by the end of the day to receive an early bird discount.  But don’t worry you can get them the day of the event if needed.


Look out for models in the fashion show wearing the latest and greatest for all fall fashion- especially specs by Ulla Eyewear!!


We look forward to seeing you all there



Meet the newest member of the Ulla family- EMMA!  This Madison native comes to us from Bernie’s Rock Shop and brings years of experience with her.

Emma is currently deciding between these frames by Mykita, Res/Rei, Francis Klein and Face a Face… but realistically she may get them all!


Do you have a favorite?  Make sure to stop by Ulla soon to welcome Emma.

Vuarnet Feb Res Rei Frame Show



View the collections of Vuarnet, Feb31st and our newest addition to the Ulla family Res/Rei

Our Sunglass Spectacular will be in full effect- saving you up to $100 (more…)

Please note that Monday May 2nd we will close at 7pm for the evening to accommodate an all staff meeting.


We will reopen for normal business hours at 10am on Tuesday May 3rd.


While we are closed you may contact us by leaving a voicemail 608-231-3937 or emailing us at foryou@ullaeyewear.com


We thank you and apologize for any inconvenience.