Online Optical Retailer, Receives $250,000 Loan From Wisconsin Economic Development Corporation


MADISON, Wis.—Online eyewear and accessories retailer, received a $250,000 loan from the Wisconsin Economic Development Corporation (WEDC). Launched in January 2014, as reported by VMail, the website includes a three-dimensional virtual try-on tool from Total Immersion and encourages consumers to visit their eyecare professional when the frames arrive. The Iristocracy website features a curated collection of select luxury ophthalmic frame lines paired with accessories such as handbags, jewelry, hats and watches that are also selected, stocked and sold by Iristocracy.

“As a startup based out of Madison, we love to support the state’s economy and are so appreciative of receiving equal support from the WEDC,” said CEO and co-founder Natasha Vora. “We are working to further grow our business, and we look forward to seeing the direction we take with this loan as the eyecare industry expands.”

The WEDC stands behind the Iristocracy model. “Our Technology Development Loan Program is designed to help promising, innovative Wisconsin companies clear some of the hurdles associated with bringing new products or concepts to market,” said Reed Hall, secretary and CEO of WEDC. “In this case, hopes to fundamentally change the way eyeglasses are sold in the U.S. We believe this innovative approach is worth supporting.”