Somebody asked me how someone my age came to own this business. She found it unusual that a person would grow up dreaming of owning a picture framing studio. Its true that it didn't happen that way for me. Not that the industry isn't glamorous (those of you who know me know that it certainly can be), but that a lot of trade businesses, like framing, are usually handed down by family or as a hobby business for retirees. Custom framing, I think, is something that many people of younger generations (like my generation) understand less and less.
One of the most common objections I face when dealing with custom framing clients is cost. Many people have a difficult time wrapping their heads around the idea that "four sticks of wood" can cost anywhere from a hundred to several thousand dollars when they can go to Bed Bath & Beyond and pick up a photo frame for mere dollars. The other common objection is learning that the process usually takes two weeks, but can sometimes be up to 6-8 weeks. There's a good explanation for all of this...
1. You're getting a hand crafted product made by skilled artisans. Think about having a piece of furniture custom made, or having customizations done on your car. Wouldn't you also expect there to be a premium? I contemplated this recently when I considered having some chairs professionally re-upholstered. The initial price shocked me, but after considering the amount of work and skill that the job required, I quickly understood. After all, that's why I brought it to them instead of attempting to do it myself.
If you've read the previous post, then you'll know that a lot goes into milling and manufacturing that wood to make it into frame. We carry mouldings that come from all over the world--from gilded in France, to hand carved in South America. We also carry a line of frames that are made right here in our shop. Each "house frame" is made of solid hardwood and is carefully joined, sanded and stained to perfection--all by hand. The signature technique we use has been passed down from owner to owner in the 25 years we've been in business.
Aside from moulding, we cut all of our mats and glazing in house. All of the mounting is done by hand. The artwork never leaves the premises unless otherwise specified.
Each frame is built for a specific piece of art, and every detail is customized. There is no "standard" in our shop.
2. You're getting expert design advice. The majority of our staff members have some sort of artistic background, and all of them have experience in framing. If you want our opinion, we'll be happy to offer it to you. Any member of our design team will be able to help you select framing that fits your both your aesthetic and budget while keeping in mind the best presentation for the art. We always like a challenge and will always try something new. We've framed everything from works on paper to beach balls (fully inflated, of course), from oil paintings to undergarments (seriously). It's rare that you'll get a "we can't do that" from us. And the best part is, the advice is always free.
3. Your investment will be protected. UV glazing and acid free materials come standard in our frame packages. In fact, it's the only option we provide. We pride ourselves on offering the best quality materials available to our clients. There's nothing worse than having to explain to a client that their precious items had been damaged because their previous framer did not take the same precautions. For this purpose we also offer restoration services, and the consultation is free.
Here's a different thought on the subject: Another framer told me that they felt business had been suffering because this younger generation is more tech savvy and rely more and more on the internet as a purchasing tool. As someone who conquered their Christmas shopping entirely online, I understand the truth behind this. They're building businesses in their pajamas in the comfort of their own home. Just a few weeks ago I attended a symposium about the convenience and issues with buying art online. I've done it myself. I haven't figured out how to incorporate custom framing services that can be conducted efficiently online, but I'm working on it.
As coincidence would have it, just as I was wrapping up this post, a gentlemen passed by the shop with two young girls (I assume his daughters). They couldn't have been more than eight years old. He didn't want anything framed, but the showroom of samples had caught the girls attention from the street. He just wanted the opportunity to tell his daughters what we do in here.
