The Frame And I Ltd

What The Frame And I Ltd does

The Frame And I Ltd is a privately held custom picture framing shop and art gallery founded in 1984 and headquartered at 229 W. Gurley Street in historic downtown Prescott, Arizona. The company operates a single retail storefront serving walk-in customers throughout Prescott and Northern Arizona, with a small online shop that sells greeting cards and original oil paintings. Its core product is custom picture framing — encompassing design consultation, custom matting, glazing (including museum-grade UV-filtering options), conservation framing, shadowbox construction for 3D memorabilia, canvas and needlework stretching, mounting, laminating, and digital photo restoration. The business also functions as an art gallery representing local and regional artists, including owner Russell Johnson's original landscape paintings, alongside handmade jewelry, gifts, and decor crafted from reclaimed frame materials.

The company's underlying capability is craft-based rather than technology-based: techniques include archival and reversible mounting methods, French and fabric matting in materials such as cotton, linen, suede, leather, and silk, and digital restoration of damaged photographs. Frame And I is staffed by Certified Picture Framers and is a member of the Professional Picture Framers Association. The shop runs 1-10 employees and is led by owner Russell Johnson (BFA, University of Arizona; MA, Prescott College) and manager Olivia Ortega. The firm has no software platform, no API, no AI/ML components, and no patents or trademarks disclosed.

Revenue is generated primarily through one-time custom framing service fees on a project-quote basis, plus unit sales of readymade frames in standard sizes, original paintings ($369-$1,858), handmade gifts and decor, and greeting cards (~$6.56 each). A corporate bulk pricing tier activates at 50+ frames of the same type. GTM is direct-to-consumer via the physical storefront, supplemented by event-driven community engagement (Phippen Museum Western Art Show, Fourth Friday Artwalk, Prescott High School Senior Art Show) and a modest e-commerce presence. Customer segments span individual consumers (primary), corporate clients (education institutions, banks, automotive), local artists, and sports collectors. The company has no outside funding, no parent organization, and operates as an independent local business.

Name

The Frame And I Ltd

Legal name

The Frame & I

Website

https://frameandi.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

The Frame And I Ltd is a custom picture framing shop and art gallery in Prescott, Arizona, founded in 1984. It serves individual consumers, local artists, and corporate clients across Northern Arizona with conservation framing, shadowboxes, photo restoration, and original artwork sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Prescott

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Custom Framing Services: One-time custom framing services where customers bring in items to be professionally framed. Pricing varies based on frame materials, matting, glazing, and complexity of the project.
2. Art Sales: Sale of original paintings by Russell Johnson and greeting cards featuring artwork. Online shop available with shipping for greeting cards (free shipping on orders of 6 or more).
3. Handmade Goods: Sale of handmade jewelry, jewelry boxes, clocks, and decor items crafted from reclaimed frame materials and natural elements
4. Photo Restoration: Digital photo restoration services for damaged or aged photographs

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

The Frame And I Ltd is a custom picture framing shop and art gallery located in downtown Prescott, Arizona. The company designs and produces custom frames, shadowboxes, conservation framing, and specialty displays for artwork, memorabilia, photographs, and collectibles, supplemented by digital photo restoration and a retail gallery featuring original paintings and handmade gifts by local artists.

Product overview

The Frame & I is a single-location custom picture framing shop and art gallery in Prescott, Arizona, founded in 1984. The core offering is custom picture framing services, which encompasses several interconnected product categories: (1) Custom Picture Framing — the primary service involving design consultation, frame selection, custom matting, and glazing; (2) Specialty Framing Services including conservation framing, shadowboxes, needlework stretching, canvas stretching, frame restoration, and mounting; (3) A retail Art Gallery showcasing original paintings (notably by owner Russell Johnson), handmade gifts, jewelry, and greeting cards; and (4) Ready Made Frames sold in standard sizes. The company also offers ancillary services such as picture hanging installation, digital photo restoration, and laminating. No software, platform, or SaaS products are offered — this is a traditional craft-based retail and service business.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Picture Framing Custom picture framing service offering personalized frame design with professional consultation on colors, styles, and conservation materials for artwork, photographs, and collectibles.
• Conservation Framing
• Shadowboxes
• Custom Matting
• Glazing Services
• Canvas Stretching
• Mounting Services
• Frame Restoration
• Picture Hanging Services
• Needle Point Stretching
• Ready Made Frames
• Digital Photo Restoration
• Art Gallery
• Russell Johnson Original Paintings
• Handmade Gifts and Decor
• Jewelry and Accessories
• Greeting Cards and Prints
• Brush Strokes Hand-Painted Enhancement
• Laminating

Quantifiable outcome

• Over 14 years of consecutive 'Best Frame Shop' awards
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Yavapai Humane SocietyminorOthersCharitable community partner supported by The Frame & I through donations and community involvement
• Prescott Sunup RotaryminorOthersCommunity service organization supported by The Frame & I as part of local community engagement
• Phippen MuseumcoreOthersAnnual participation in the Phippen Museum Western Art Show & Sale over Memorial Day Weekend. Owner Russell Johnson showcases original paintings at this prestigious western art event.
• Sharlot Hall MuseumminorOthersPrescott historical museum supported through community involvement by The Frame & I
• Fourth Friday ArtwalkcoreOthersMonthly art walk event in downtown Prescott that The Frame & I sponsors and participates in, allowing visitors to tour galleries and see local artist works

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hobby Lobby: National arts-and-crafts retailer with in-store custom framing departments and broad art/home décor merchandise. A larger incumbent operating a wider portfolio that includes custom framing as one of many categories.
• Michaels: National arts, crafts, and home décor retail chain that operates in-store custom framing counters alongside broad craft supplies. A broad incumbent offering overlapping framing capability as part of a much larger merchandise portfolio.

Direct peers

• Level Frames: Online custom framing brand focused on modern, design-forward frames with a streamlined digital ordering experience. Comparable as a custom framing provider targeting consumers seeking premium presentation for art and photography.
• American Frame: Long-running custom framing retailer offering online design tools, frame and mat selection, and direct-to-consumer fulfillment. Closely aligned with The Frame & I's core custom framing offering, with broader nationwide reach.
• Framebridge: Direct-to-consumer custom framing company that lets customers ship items for professional framing online. Operates a fully digital ordering flow with multiple frame styles and matting options, contrasting The Frame & I's in-person consultation model while serving the same underlying need.
• Art to Frames: Online retailer specializing in ready-made and custom frames, matting, and framing supplies. Comparable product category (picture framing), with overlap in both ready-made and made-to-order offerings.
• Simply Framed: Online custom framing service offering curated frame styles, matting, and shipping-based fulfillment. Directly comparable to The Frame & I on product category (custom framing), differing primarily in distribution model (digital vs. in-person).

Others

• Frame Destination: Wholesale and direct supplier of moulding, mat board, and framing supplies sold to professional framers and DIY customers. Comparable as an ecosystem supplier supporting custom frame shops like The Frame & I rather than competing for end consumer framing projects.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/The_Frame_and_I
• YouTubeyoutube.com/@TheFrameandI
• Facebookfacebook.com/theframeandi
• LinkedInlinkedin.com/company/the-frame-and-i
• Pinterestpinterest.com/inkarts

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Frame And I Ltd