The Frame Gallery

"Framing involves a lot of decision-making," says Alisa Spaulding, owner of The Frame Gallery on Kanan Road. "It's a collaborative effort and we are here to present choices and provide solutions."

Some time ago, a client brought in an elaborate hand-sewn quilt with scores of fabric and fancy stitching. She wanted it to go on a bed. On top of its massive size, the heirloom required myriad decisions. Clear, reflection control, or museum-quality glass? Metallic, beaded, or carved frame? Museum, archival, or acid-free mats?

Spaulding explains why, "Many years down the line, we want them to be able to un-frame it and it should look exactly the way it did when they brought it in for framing."

Her Father's Daughter

Conservation quality work is not the only legacy that Spaulding inherited from her father, who established The Frame Gallery in 1991. "He taught me the essentials of picture framing. I worked for him before deciding to buy the business in 1999," says Spaulding.

Her father, then a recently retired engineer, explored various business possibilities before deciding to open a frame shop.  He had dabbled in woodworking as a hobby and liked making picture frames at home, Spaulding says. After college and while working in the publishing business, her father suggested she work for him.

Spaulding gained additional framing and design skills from attending trade shows, classes, and workshops. She devotes about 50 hours a week at the shop and employs three part-time staff.

An Involved Process

Spaulding's hands-on approach endears her most to long-time clients who have been patronizing the gallery since it was her father's business. She helps them make informed decisions from frames to glass to mats.

"A lot of my recommendations would depend on several factors—the type of artwork, their budget, their taste—among others," explains Spaulding. She has framed everything from musical instruments to Japanese kimonos to milestone related items. 

The store carries an extensive assortment of frames, from basic metal frames to ornate, hand-carved ones. Glass also has an array of choices—from clear glass to the virtually invisible museum-quality glass, which can filter out 97 percent of UV light, says Spaulding. Mats range from archival to museum grade, in various colors, shades and textures.

The sky's the limit on frame-glass-mat combinations. "I think we are the only shop in the area that does in-house framing. The artwork or object never leaves our shop," says Spaulding. The shop also offers delivery and in-home consultation services.

Spaulding also started stocking home accessories, gifts, original art, and jewelry when she took over the gallery. She has made it a point to travel out of state several times a year to find fresh merchandise and novel design trends.

The Straightforward Approach

Spaulding has taken a conservative business approach, with zero debt. "It did take me 10 years though to pay off my father when I bought the business," she says. Most of the equipment, like the miter saw and the mat cutters, came with the store.

Spaulding has also steered clear of sales come-ons and publicity stunts, choosing instead to tout the store's in-house services and stellar customer service track record. "Our prices are definitely competitive and straightforward, with no fanfare," she says.

She uses the same conventional, no-frills approach when she makes marketing decisions. She has tried a variety of advertising media but relies heavily on word-of-mouth and referrals for her retail client base. In the meantime, she would like to focus on expanding the store's corporate client base.

The Longevity Factor

Spaulding describes how the recent economic slump affected the store. "We did not push through with major remodeling. We also cut back on staffing and re-assessed our buying strategy," she says. Sales revenues were also down by about 40 percent during the 2008-2009 period.

But longevity has its pluses. "Fortunately, having been here so long, we have a well-established customer base and they helped pull us through," she says. "Even though times were tough, customers still found something to frame."