Frames of Reference • Cedar Park

Frames of Reference • Cedar Park

Written by Mark Collins Sunday, 07 October 2007

Customer buys closing business, frames it her way

Frames of Reference has been operating in Cedar Park for 18 months and specializes in the pickup and delivery of custom framed pieces.

“I will go to the home, office or meet in a parking lot if that is the most convenient,” said business owner and operator Diane Graden. “One time I met a woman in a coffee shop because she wanted to do something for her husband as a surprise.”

Graden started her business with the purchase of an existing framing company that had operated in Austin for 12 years.

When Graden, a customer herself, found out that the store would be closing, she thought of all the customers who would be affected. She purchased the business, moved north to Cedar Park and Frames of Reference was born.

“The idea of pickup and delivery service was just me thinking, ‘Well what can I do that’s different? How can I better help the customers?’” Graden said.

Most framing operations require customers to drop off the material, and may offer delivery for an extra charge. At Frames of Reference, every customer is treated to free pickup and delivery.

Artist Debra Broz, who has a fine arts degree and extensive experience with framing, is the framer at the store.

“You really need to have a framer who has enough innovation to be able to look at something and say, ‘We can do that,’” Broz said. “When you’re looking for a framer, you’re looking for someone who will be able to understand your tastes and give you more than what you want.”

When having a piece framed, it is important to design the frame around the artwork, not the couch or the wall color where it will hang, Graden said.

Frames of Reference doesn’t typically have people at the store picking colors or frames. Instead, all design is handled by Graden and Broz.

If customers are unhappy with the finished product, Frames of Reference will completely redo the project to satisfy the customer. In 18 months of service, Graden has had only one project returned.

The business uses only archival materials in its framing. These materials are made of cotton and are acid free, which ensures the durability and protection of the piece. According to Broz, improper backing such as cardboard, can lead to the destruction of framed items.

“The business is very small and growing, and so it has been very personalized,” said Graden. “I just really enjoy it, and I’ll do this until I’m 85.”

What can be framed:

Some of the things, other than photographs and art, that have been framed:

• Fossils
• Newspaper clippings
• Wrigley Field commemorative bricks
• 13th century documents
• Baby doll dresses

Frames of Reference, 600 S. Bell Blvd., 795-8454, www.framesofreference.com