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About Us

Proudly serving Madison since 1998, we aren’t just a premier shopping destination for independent eyewear: We’re also your local helpers for all your optical needs.   Whether you’re a glasses aficionado looking to expand your collection, or are simply browsing for your first pair, we’re thrilled to be a part of your eyewear journey! 

Ulla (pronounced OO-la), an iconic Madisonian, captivated the community with her standout eyewear.  Eventually, she’d begin fulfilling requests, returning from her trips to her native Germany with eclectic, funky frames for her friends and neighbors.   Their delight – and struggles finding such unique, fashion-forward glasses in the local market – spurred Ulla’s husband, Joe Graber, to found Ulla Eyewear in 1998.

After working in-store for eight years, Brittany Graber took over ownership and operations from her father in 2009.  Under her direction, we continue to honor her step-mother’s trademark individuality: Combining tailored service from expert opticians, industry-leading lens technology, and a handcrafted frame selection that’s both timeless and cutting-edge, we’re here to help you bring your unique vision to life!

Britt Margot Amy Ulla Eyewear 2022 small


Community Work

We are proudly locally- owned and operated, and strive to give back to the community that’s given so much to us.  Though we partner with a variety of organizations, we are especially proud of our work with the Dane County Humane Society and Combat Blindness International. ❤️

Dane County Humane Society

Owner of a rescue dog herself, Brittany is especially passionate about helping shelter animals in any way she can.  We support the DCHS in part by featuring a different shelter pup every week on our Facebook page.  By connecting our audience with DCHS, the #DogOfTheWeek and their shelter pals have a better chance of finding their forever homes.  We also collect donations for DCHS at our store and other events.

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.

Dog at Shelter

Giving Back


ReFramed, a new program to Ulla Eyewear, depends on customers looking to do something with their gently used frames – instead of tossing them out, ReFramed offers to buy the frames from them. From there, Ulla’s professionally trained staff will refurbish the frames as needed and get them out to the sales floor.

ReFramed also offers Madisonians a chance to embrace their uniqueness as most of these frames are now considered one of a kind! One of the most exciting parts of this program for customers is that they leave with a frame that allows them to show their own personality and style while also being price-conscious and planet-friendly. Best of all, with every frame purchased through ReFramed, Ulla provides a free vision screening to a child in the Madison School District.


Hilldale Shopping Center | 562 N Midvale Blvd | MON-SAT 10a-7p | SUN 11am-6pm
ph: (608) 231-3937 | fax: (608) 236-2212 | email:

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