October 16, 2006
In the frame | A chat with Deborah Housley, founder of Around the Image in Windham
By Erview By Kerry Elson
Founded: November 2005
Employees: One
Startup costs: $2,000-$3,000
Revenue, year one: $15,000
Projected revenue, year two: $30,000
Contact: 893-0223
25 Brookhaven Dr., Windham 04062
www.aroundtheimage.com
Tell me a little bit about what you do.
Around the Image is a specialized matting and picture framing company. I focus on cutting a design in the mat that enhances the image in the middle, whether it's a photograph or any memorabilia that the person cherishes and wants to be displayed on their wall. I also finish it off with a simple picture frame.
How does the process work?
When you call for an appointment, you can come to my shop or I offer a mobile service where I will bring my shop to you at your home or office. When we first meet, it's just a little chatter to learn where your picture came from. Then I ask you to look at the picture and tell me the colors you see, because it's your picture and that will help put your personality [in the finished product]. With that, I go to my matting samples and pull out several shades of those colors, and we play with which colors you like best.
Once we've chosen the colors and the design, we go to the frame. I have some frame corner samples on hand, and then I have a lot on my laptop ˆ it helps keep my overhead low by not having all the samples.
Then what happens?
Once we've finished choosing everything, I figure out the price. And if the price is higher than they were anticipating, we can always change things from there, choosing a less-expensive frame or changing the border dimensions so we use less matting material. After the consultation, I come back to the shop and I figure out what materials I need to order. When all my materials come in, which usually takes about a week, I'm ready to work on the piece.
How is business so far?
That's a tough one to answer. Everybody that I've had as a customer loves what I do, but the growth has been very slow, sadly. And I've been doing different things to try to get myself noticed. I've done some trade shows. I've done holiday craft fairs. I've sent new business announcements to the papers.
How many pieces do you work on per week?
Per week, I'd say I work on maybe four to six. I ultimately would like to be working on probably 20 to 30 per week.
It seems like you work a lot with people's private artifacts. What's that like?
It's kind of flattering because they've brought me into their life, in a sense. Usually there's a story behind everything. I've done one project for a woman and it was her mother and father when he was in the Air Force 30 years ago in Japan and they had their portraits painted on silk fabric. So I got the whole story of how he had it done and why and when and where it came from, which is fun.
Could you explain how you got involved with this?
When I was active duty in the Air Force, back in Seattle, they had a picture framing shop [on the base]. And once you took their class, they allowed you to use their equipment, so I took a class and I absolutely loved it, and then it became a hobby of mine.
Then, as a lot of hobbies work, people said, "Your stuff is so good, you should do this is a business." I decided it was fun. I like working for myself and being creative, so I risked everything and I'm hoping that things take off.
It must have been intimidating.
It still is, actually. I was lucky at the time that my house had doubled in price and that I could take out a home equity line. The equity line has been my income as well as my capital for the business. So it has been a gamble that the business will take off before I run out of money.
What is your outlook?
My outlook is very positive. I've met people recently who have motivated me to get contacts and build my customer base. My first hope for 2007 is that the business at least supports itself.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to kelson@mainebiz.biz.
Employees: One
Startup costs: $2,000-$3,000
Revenue, year one: $15,000
Projected revenue, year two: $30,000
Contact: 893-0223
25 Brookhaven Dr., Windham 04062
www.aroundtheimage.com
Tell me a little bit about what you do.
Around the Image is a specialized matting and picture framing company. I focus on cutting a design in the mat that enhances the image in the middle, whether it's a photograph or any memorabilia that the person cherishes and wants to be displayed on their wall. I also finish it off with a simple picture frame.
How does the process work?
When you call for an appointment, you can come to my shop or I offer a mobile service where I will bring my shop to you at your home or office. When we first meet, it's just a little chatter to learn where your picture came from. Then I ask you to look at the picture and tell me the colors you see, because it's your picture and that will help put your personality [in the finished product]. With that, I go to my matting samples and pull out several shades of those colors, and we play with which colors you like best.
Once we've chosen the colors and the design, we go to the frame. I have some frame corner samples on hand, and then I have a lot on my laptop ˆ it helps keep my overhead low by not having all the samples.
Then what happens?
Once we've finished choosing everything, I figure out the price. And if the price is higher than they were anticipating, we can always change things from there, choosing a less-expensive frame or changing the border dimensions so we use less matting material. After the consultation, I come back to the shop and I figure out what materials I need to order. When all my materials come in, which usually takes about a week, I'm ready to work on the piece.
How is business so far?
That's a tough one to answer. Everybody that I've had as a customer loves what I do, but the growth has been very slow, sadly. And I've been doing different things to try to get myself noticed. I've done some trade shows. I've done holiday craft fairs. I've sent new business announcements to the papers.
How many pieces do you work on per week?
Per week, I'd say I work on maybe four to six. I ultimately would like to be working on probably 20 to 30 per week.
It seems like you work a lot with people's private artifacts. What's that like?
It's kind of flattering because they've brought me into their life, in a sense. Usually there's a story behind everything. I've done one project for a woman and it was her mother and father when he was in the Air Force 30 years ago in Japan and they had their portraits painted on silk fabric. So I got the whole story of how he had it done and why and when and where it came from, which is fun.
Could you explain how you got involved with this?
When I was active duty in the Air Force, back in Seattle, they had a picture framing shop [on the base]. And once you took their class, they allowed you to use their equipment, so I took a class and I absolutely loved it, and then it became a hobby of mine.
Then, as a lot of hobbies work, people said, "Your stuff is so good, you should do this is a business." I decided it was fun. I like working for myself and being creative, so I risked everything and I'm hoping that things take off.
It must have been intimidating.
It still is, actually. I was lucky at the time that my house had doubled in price and that I could take out a home equity line. The equity line has been my income as well as my capital for the business. So it has been a gamble that the business will take off before I run out of money.
What is your outlook?
My outlook is very positive. I've met people recently who have motivated me to get contacts and build my customer base. My first hope for 2007 is that the business at least supports itself.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to kelson@mainebiz.biz.
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