Fran purchased her shop about 3 1/2 years ago from Jack and Olwen Roney who had been in business 27 years and wanted to retire.

Fran describes them as being her adopted parents and they still remain active in the shop, when she asks for advice or assistance. One or both 'shopsit' in Fran's absence and at busy times. Although Fran is the sole owner of Roney's, she credits her husband Charles as being a true business partner. He serves as a sounding board for everything from advertising and marketing efforts to increasing efficiency in the shop. Charles owns a computer consulting company and is in the process of automating some of the more mundane, time consuming tasks in the shop. Estimates, automatic ordering, and inventory control are now being computerized.

Roney's is located at 315 Rainbow Drive in Florence, SC, a city of about 50,000 people. Fran is fortunate not to face the dilemma of whether to be located near a strong business area or closer to the homes of clients. The gallery is in an upperclass boutique area which includes an interior decorator, beauty shop, jewelry store and a ladies shop. The area is further enhanced by the close vicinity of the well respected Lawrenceville Country Club residences. The location for the shop creates a best of both worlds' environment and as a result, business has continued to grow for the past 14 months. Roney's can be found in a circa 1939 freestanding building. Paneled walls and wooden floors reinforce a relaxed homey setting. The general layout of the building consists of approximately 700 sq. ft. of gallery space, 600 sq. ft. of work area and about 300 sq. ft. of storage space. In the gallery, you'll find a hodgepodge of signed and numbered prints including a good collection of Mort Kunstler's civil war prints. In addition, Fran continues her stained glass work, and the gallery is full of one of a kind stained glass offerings. The stained glass sun catchers reflect cheerful light throughout the gallery. A good collection of Red Skeleton prints is also available. By the counters, small matted prints and gift items under $25 are available as impulse items. Offering a good selection of gifts helps increase add-on sales with Roney's mid-upper income demographics base.

Moulding selection consists of around 700 carefully chosen samples. In general length moulding is used with the exception of the metals which are chopped. Customers note that Roney's has one of the largest selections of mouldings available in Florence. Conservation framing is very important at the shop. About 75% of jobs are conservation standard. Fran notes, "I find it exciting that my customers are asking for acid-free mats and conservation glass." The more consumers become aware of these options, the more they will ask for them. In your shop, educate customers about preservation framing. You'll find many want this and your bottom line increases as a result.

Fran actively markets her business. Over the years direct mail, newspaper advertising, radio and TV ads have been tried. She has found radio and TV offer the best returns for the advertising dollar. The use of the electronic media in framing is not very widespread. However, different markets respond to different mediums and in a small market such as Florence, media cost for radio and TV can be low enough to be affordable. In larger markets, radio and TV advertising can be too high for the independent custom framer. As you build and fine tune your advertising program, keep in mind that no one form of marketing works best everywhere. The strength of cable can allow framers to pinpoint the right demographic audience at a cost often considerably less than network affiliates. Fran also maintaines that word of mouth and personal references are still the best form of marketing.

During peak times, the shop has up to 3 part time workers, excluding the Roney's and produces between 20 and 50 frames per week on average. In addition to individuals ordering frame work, approximately 25% of total business comes from commercial accounts. The corporate accounts help provide a good balance for the shop.

Fran seeks a bright future in framing. She serves actively as President in PPFA's Damron C. Owen chapter and indicates keeping up with the new and changing technologies in the industry is time consuming. This task is faced by allotting a set time, daily or weekly, for reading and research. Like many other successful framers, Fran recommends talking to others in the trade. "We're all facing the same challenges and it's nice to be able to share ideas. Sometimes it's good to have a sounding board. Someone who knows what youÕre going through." She also notes, "It's important to get involved with your professional organizations. They can provide answers when you can't find them anywhere else." Contact with other framers is rewarding. The more framers discuss ideas and methods, the more the industry gains credibility.

Roney's Creative Picture Framing and Gallery is a solid success driven by Fran Gray's energy. This is a well-run, well-managed business meeting the challenges of the many changes occurring in custom framing today.

Contact SF | Contents Page | Framing Web Sites | Framer's Corner | Framer's Profiles
Manufacturer's News | Southeastern Suppliers | Classifieds

©1998 Southeastern Publishing