A few years ago I made the decision to no longer offer just digital images for my clients. I truly believe that our memories shouldn’t be housed in a USB or online gallery, but rather on the walls of our home and in albums on our coffee tables. In the process of seeking out custom framing, I quickly realized there was a big gap in the custom framing industry for professional photographers.

Old School Mentality 

Not only did I realize there was this big gap, but I also found that the industry as a whole was very much stuck in time and operating with an old school mentality. And not only that but there are fewer and fewer shops. The number of custom frame shops has dropped over 40%, and the leading American frame molding company has gone from 100+ sales reps to ONLY 12. It’s no joke, the framing industry is dying. 

Sure, some of that can be blamed on the pandemic. But the truth is- this industry has been on a downward slide since the digital camera. Because of that, there is this big misconception that we live in a “digital world” and everyone just wants digital images. And that just couldn’t be further from the truth. 

People still have memories and they still want to hang them on their walls- that’s not going away. But what is true is our clients are busier than ever and they need help doing that. Simply put, the framing industry has not adapted to the times. Both in terms of what they offer and more importantly, how the consumer purchases the products. 

Photographers Need to Meet Clients Where They Are At

So what can we do as professional photographers to fill the void that frame shops have left wide open? First, we have to understand who our clients are, how to serve them, and what products will allow us to do that. 

For most of us in the Motherhood and Newborn Photography world, we are serving families with young children. They are busier than ever and I know they want their memories on their walls. BUT few photographers offer anything beyond that, or if they do, oftentimes their clients don’t even know. 

If you are not currently offering custom framing, I encourage you to educate yourself. We offer a lot of free resources within The Coaching Collective. Then, challenge yourself to offer your clients more. I know it’s intimidating, but trust me when I tell you that the reward is worth the learning curve. Doing so will allow you to offer products that you can stand behind while allowing your business to thrive and have longevity. 

I talk to so many photographers that either want to offer or actually do offer framing, but their clients would never know it because they don’t share about it. Having a brand message that speaks to the artwork you design is just as much a part of your business as the type of sessions you offer. Plant that seed early and often so that clients and potential clients know what to expect. 

Once you know who you are serving and your brand is speaking to those clients, you have to know how to serve them. Custom frame shops often have hundreds, if not thousands of dated frame moldings. That is extremely overwhelming. The process needs to be simple. Start by curating a line that is a very specific match to your ideal client and their aesthetic. 

You also need to be able to customize their frames and design to fit their space. Not every space is a one-size-fits-all and store-bought frame sizes will not work. Ensuring that you can offer a service that is of value to them will keep them from going to places like Target or ordering from an online ad. 

To the average person, the frames may not look all that different…today. But in 5, 10, 25 years they will. It’s your job as a professional to educate them on the importance of investing in conservation heirloom products. And you have to be sure you’re providing a service that justifies the price. Custom framing will cost more. You need to know why. Your clients will ask you, and you need to be able to stand behind the products you are offering.

I know that if my business can single-handedly deliver more than 250 frames per year, yours can too. And imagine if every photographer was serving their client’s memories in that same way? If we can do that, I truly believe that photographers will save the framing industry.