Our pricing
One fair price
vs a whole world of complexity.
We price the pair, not the parts.
- Frames of your choice
- Prescription lenses included
- Lens thinning, if you need it
- Anti-reflective coating included
- Scratch-resistant coating included
- Case and cleaning cloth included
- Prescription lenses (sold separately)
- Anti-reflective coating (add-on)
- Thinner lenses (premium upgrade)
- Scratch-resistant coating (extra)
- Stronger prescriptions cost more
- More small print at the checkout
How we keep pricing fair
We cut out the middleman,
not the quality.
Traditional eyewear pricing often gets inflated by layers between design, manufacturing, distribution and retail. We keep things tighter, cleaner and closer to home so more of the value stays in the product.
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1
Big brand mark-up
Licence fees, celebrity endorsements, advertising - you pay for the name, not the glasses.
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2
Distributor layer
Another party in the chain, adding margin before the product even reaches a shelf.
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3
Retail add-ons
Lenses, coatings and thinning are broken out and priced individually at the till.
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4
You pay more
For margins that exist largely to fund layers that never benefit you directly.
More layers often means more margin - not better glasses.
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1
Designed in-house
Every frame is designed by our own team. No licensing fees, no external studio costs.
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2
Clean supply chain
We work directly with our manufacturing partners. No middlemen, no hidden steps.
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3
Our showrooms - direct model
We sell directly, which means we control the experience and strip out the margin.
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4
One fair price
£85, everything included. No extras, no surprises.
That's the honest way to price good eyewear.
A few things worth knowing about
Beyond the essentials.
Our £85 covers everything most people need. A few options sit outside that, each clearly priced, with nothing hidden. Always optional.
Things like polarisation for your sunglasses to cut glare, blue light filtering on your glasses for long days on screens, or varifocals for when you'd rather not switch between pairs. They're there if you need them. To make life easier, not more complicated. And always your choice.
Complete prescription glasses
Frames, prescription lenses, thinning if needed, and anti-reflective and scratch-resistant coatings. Everything in one honest price - nothing more to add.
£85 = everything includedBlue light filtering
For people spending long days in front of screens. Can be added to prescription and non-prescription glasses alike. A practical upgrade, clearly priced.
Add for +£30Varifocal lenses
Available in the showroom so we can get measurements right and ensure the fit is comfortable. Premium and Advanced Premium options available - same honest approach.
Just £185 = frame, lenses, coating & thinningPrescription sunglasses
Prescription sunglasses,
without the usual faff.
Choose from tint, gradient and polarised options - all starting from our core pricing model, with the same honest approach to what's included.
- Prescription tint sunglasses for £105
- Gradient and polarised options available
- Same lenses and coatings included as standard
- Try them on in any of our showrooms
We don't hide the essentials in the small print. £85 means £85.
Stronger prescriptions shouldn't mean being penalised on price.
Helpful advice, no pressure, no optical jargon overload.
Better control over quality and cost from the very start.
Visit a showroom
Our stylists are friendly, experienced and always happy to help, whether you're a first-timer or coming back for a second pair. No pressure, no jargon, just a genuinely good experience.
Email us
Send a message to help@iolla.com and we'll get back to you as soon as we can - usually same day.
Mon to Sat, 10am–5pm
Call us
Prefer to talk it through? Give us a call on 0330 124 6525 - Monday to Saturday, 10am to 5pm.
Mon to Sat, 10am–5pm
A better way
to buy eyewear.
Good design, proper lenses, fair pricing.
£85 - everything you need included.