Custom framing – you only ever get what you pay for

You only ever get what you pay for. Custom framing costs can vary greatly across our industry so it’s really important to remember what value really means. In an age where so many product focused industries have to compete with cheap imports and factory discounts, it can be hard for true custom framers to show why paying more is actually a good thing.

Understanding framing costs properly

From a customer perspective it is easy to get caught up in what I like to call ‘the assumption/perception’ cycle. When customers see ready made frames in a store or cheaper custom prices from a factory based framing business they make an assumption based on the prices in THESE stores. Often they are much lower as the frames are either imported from Asia or produced by large scale factory operations that use a limited amount of frame styles that they buy in bulk. Both these options enable producers to offer frames at much lower prices. The problem is that when a customer takes this assumption and brings it with them into another custom framing business this perception of lower cost means that they assume the price here should be the same or similar. You can’t compare larger businesses to smaller ones, it’s like comparing apples with oranges.

Valuing experience and design skills

Customers also need to understand that when you pay a higher price you should be paying for framing experience and exceptional design skills. When you engage the services of a skilled designer and craftsperson, you are drawing on years of framing knowledge that ensure you are being sold a product that uses the appropriate materials and framing techniques. You should also be paying for design skills that bring out the very best in your photo or artwork. A great designer will be able to create a wall embellishment not just a frame and that should always cost more. It all comes down to assumption and perception again. A cheap frame is like going to K-Mart to buy an off-the-rack dress. A custom designed frame is like going to a professional dressmaker who creates a unique design, uses high quality materials makes the dress FROM SCRATCH. In this case everything is made to measure, no shortcuts, nothing ready made. You are getting design, top-shelf materials & craftsmanship all in one hangable package!

Let’s finish on this note

When I first trained to become a picture framer back in 2002, my teacher, a delightful gentleman named Stewart shared with me a question to ask customers to get them to understand why their framing costs so much, especially if their artwork was inexpensive. I still use it 19 years later and it often goes a bit like this…

Customer – ‘Well the picture didn’t cost me that much, why does the framing cost so much more?’

Framer – ‘Let me ask you a question. A light bulb costs you $2; you can either put it into a $60 office lamp or a $400 art deco lamp – which one will cast a softer, lovelier light?’

Customer – ‘The $400 art deco lamp?’

Framer – ‘Precisely’

I know which lamp I’d rather put my light bulb into.