The Story of Ulla
The seeds of Ulla Eyewear were sown in the late 1990s when many friends of Ulla (pronounced ooo-la), an iconic Madisonian, took notice of the fun, bold, and distinctive eyewear she acquired while visiting her native Germany. Soon Ulla found herself taking numerous requests prior to her trips and bringing back frames for her friends in Madison. Recognizing the need for a place to buy distinctive and fashion-forward eyewear locally, her husband, Joe Graber, founded Ulla Eyewear.
After working at the store for more than eight years, Joe’s daughter, Brittany, took over operations and ownership in 2009. Today, Brittany Graber proudly carries on the tradition of style and originality that is her step-mother Ulla’s trademark.
Operating in Hilldale Shopping Center since 1998, Ulla Eyewear is one of Madison’s only local, independent, and family-owned eyewear stores. Our stunning selection of unique and stylish frames for men, women, and children – along with exclusive lines and interesting accessories – makes Ulla Eyewear Madison’s premier eyewear shopping destination.