Who frames with the company, and where they find art
Founded in 1879, and in business ever since.
The argument
1. What this comes down to
The company is one of the oldest and most complete framing houses in the country, with a gallery inside the store and a customer list it already writes to. The people it serves decide visually and socially. The work is trusted; it now has to be where they look.
The plan, costs and returns come next, in the final project.
The market
2. The art market around the counter
Online is where new collectors start. A first purchase is often a modest one, and every piece bought needs a frame.
Sources: Art Basel & UBS Global Art Market Report 2026, Arts Economics; Artsy, 17 Mar 2026, summary of the Art Basel & UBS report.
The buyers
3. Three kinds of buyer
| Buyer | Who they are |
|---|---|
| The Keeper | Brings in something that matters: a parent’s watercolor, a diploma, a jersey, a map. Wants it protected and made beautiful. Buys once or twice a year. |
| The Collector | Buys original work and prints, follows artists, comes to openings. Some are new to buying art. Frames what they buy. |
| The Trade Buyer | Interior designers, hotels, restaurants, schools. Buys in volume, returns often, and needs installation and shipping. |
Each arrives by a different road. The Keeper searches, the Collector follows, the Trade Buyer is referred. A plan has to reach all three.
The trade buyer
4. How organizations decide
| Role | Who |
|---|---|
| Initiator | A new office, hotel or wing |
| Recommender | Designer, architect or art consultant |
| User | Facilities and the people in the space |
| Buyer | Procurement, with a bid list |
| Approver | An executive or a board |
The designer picks the shortlist. Designers and art consultants choose who gets asked to bid, before purchasing ever calls.
What they need to see: finished projects, capacity, timelines and references.
Webster & Wind, 1972, Journal of Marketing
How they search · Stage 2 of 5
5. Step 2: where buyers look for the company
Figure 1
Followers by channel
Instagram leads today. Pinterest and TikTok are where people now browse for art and home ideas.
How they decide · Stage 4 of 5
6. Step 4: designed with the buyer
| Where | What happens |
|---|---|
| At the counter | Framing is designed with the customer. Choosing the moulding and mat makes the result feel like their own, which is why people value it more. |
| On the website | 73 works by 15 artists are for sale now. A buyer who can see size and frame options and a clear price is ready to decide. |
A short list makes choosing easy. A designer’s top 3 frames, in person or online, helps people decide happily.
Norton, Mochon & Ariely, 2012, Journal of Consumer Psychology · Iyengar & Lepper, 2000, Journal of Personality and Social Psychology
Empathy map
7. Empathy map: Margaret, the Keeper
| Quadrant | Margaret, the Keeper |
|---|---|
| Says | “These were my mother’s. I want them kept safe.” |
| Thinks | “Is custom framing worth it? Will they take time with me?” |
| Does | Searches “custom framing near me,” reads reviews, asks a neighbor. |
| Feels | Grief and pride together. Relief when someone takes care. |
What she needs online: a gentle guide to caring for family art.
Findings
8. What the research points to
| Finding | What it means |
|---|---|
| The gallery has a real calendar | Each show can live online as well as on the wall |
| The mailing list is owned | It can sell art as well as announce shows |
| The artist shop is live | It can grow to 25 to 50 artists |
| Proof lives in captions | Designer stories belong on the website too |
| Pinterest and TikTok are open | Frame reveals and room ideas fit them well |
| Designers pick the shortlist | Project stories can reach designers in nearby metros |
The final project turns these six findings into a plan: an artist platform, articles, social media, and the costs and returns over 3 years.
The contribution
9. Trusted work, where people now look
| The gallery | Gives people a reason to visit online. |
| The mailing list | Belongs to the company. |
| The artists | Bring their own followers. |
The company has been trusted since 1879. Its buyers now decide on screens, in groups, and by what they can see. Everything it needs to meet them there is already under its roof.
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