Ulla's Story

Welcome to Your New Favorite Eyewear Shop

Proudly serving Madison, WI since 1998,we aren’t just a premier shopping destination for independent eyewear: We’re also your local business helpers for all your optical needs.

Our Story

Proudly serving Madison since 1998, Ulla Eyewear has grown into a premier destination for independent eyewear under the leadership of Brittany Graber.

Since taking ownership from her father in 2009, Brittany has shaped the business around deep customer relationships, unwavering community partnerships, and a thoughtfully curated collection of handcrafted frames and advanced lens technology.

Our expert team helps you find eyewear that fits your face, your style, and your life.

COMMUNITY WORK & GIVING BACK

Dane County Humane Society

As a rescue dog owner herself, Brittany is passionate about supporting shelter animals.

Ulla partners with the Dane County Humane Society by featuring a different adoptable pup each week on social media and collecting donations in-store and at events, helping more dogs find their forever homes.

Celebrating the Spirit of Giving Each Year

Giving back is part of who we are. Each year, we host our Donate & Save event to support a local charity making a real impact in our community.

In 2025, thanks to our customers, we were proud to donate $1,000 to The River Food Pantry.

Combat Blindness International

A Madison-based nonprofit, CBI works to eliminate preventable blindness and other ocular diseases both locally and internationally.

On a local level, CBI works with Madison schools to screen underserved children to make sure they have the tools they need to succeed.

We’re thrilled to partner with CBI and support children’s right to an accessible education.

Reframed

REFRAMED is our in-house collection of gently loved frames and sunglasses, thoughtfully refurbished and offered at a fraction of their original price.

Customers sell us their high quality pre-worn eyewear, and our expert team restores each piece to ready-to-wear condition. The result? Frames that are budget-friendly and planet-conscious.

With every Reframed purchase, we donate $20 goes towards vision screenings for kids in the Madison public schools through Combat Blindness International’s Bright Eyes Program.