A New Image for Make A Frame

Longstanding neighborhood businesses often have two possible fates: slow extinction or complete outside takeover. Not so with .

The shop has been an Atlantic Avenue fixture since Tom Shoemaker opened its doors in 1978. But last October, it was given a new breath of life when Shoemaker retired and passed on the reins to 32-year-old Thoren Vadala.

Vadala first applied for a position at Make a Frame in 2003 after moving to the neighborhood from Seattle, where he worked in a frame shop. Shoemaker didn’t have any available positions.

A year later, however, Vadala got a call and was hired to run the store, with the understanding that when Shoemaker retired, Vadala would take over ownership.

Over the last seven months, Vadala has brought new vision to this Atlantic Avenue landmark, all the while allowing growth and changes to stem from the decades that Shoemaker dedicated to the store.

Vadala’s "vision" includes an infusion of energy and creativity and an emphasis on fostering connection between artists and customers.

He sees the framing industry as being left behind in the digital and electronic age, and so Vadala is pushing framing to its full potential.

“Media and TV hit the 25-30 age bracket, restaurants hit this demographic – there is definitely an energy you don’t usually get in frame shops," he said. "What people put into their shops is super boring, and it doesn’t have to be.”

Vadala himself puts great pride, passion and artistry into his framework.

“I get a full charge from making someone’s print look really good,” he said.

Since Vadala took over ownership of the store, there are more pre-framed prints on the walls; prints and framing techniques which epitomize the fresh and contemporary new look he has imbued into Make a Frame.

Vadala said he is “obsessed with prints.” He purchases the works of many young artists in what he calls a “huge underground print movement.”

One thing he likes about the handmade prints is that no two are exactly the same, and yet most are relatively inexpensive.

By displaying the work,Vadala is forging a connection between young artists who are excited to have their work framed and put on display, and neighborhood residents who are consequently exposed to new and talented printmakers.

Oftentimes, customers will discover an artist whose work Vadala has framed in the shop, and they'll seek out additional prints by the artist on their own, bringing them back to Vadala to frame.

Frequently customers will request a specific framer with whom they’ve worked before – all four working for Vadala have art backgrounds - adding to the connectivity and creative energy fostered by Vadala.

“Since day one when I signed the ownership papers, I’ve felt much more connected to it, responsible for it. It’s weird,” he marveled.