Phone: 619-651-8295 274 Third Avenue, Chula Vista, CA 91910

The Magic of Custom Framing

As the French artist Édouard Manet once said: “That without the frame, my Art is nothing.

If there’s one word that describes what custom framing is all about, it has to be transformation, it’s about transforming anything that means something to you, into a masterpiece that you can be proud of.

The magic of custom framing is about transforming a rolled-up painting, or a signed Football Jersey, or a photo of your family into a masterpiece, and that’s what a custom framer does, one step at a time.

We often get asked about the actual process of custom framing a piece, exactly what steps go into it. And thus, with camera in hand, I recorded in photos the various steps we take in custom framing art, from design to unveiling:


Custom Framing starts with the story of the art piece. We also ask the customer to tells us about the meaning of the piece, where they got it and the emotional meaning. We often find just the right framing style by listening to the story. It’s here when we start making matting and framing recommendations.


After the design phase, we get to work ordering the materials and selecting the proper mounting methods of the art piece. Depending on the size of the art, we either order 32″x40″ mat boards, or 40″x60″ for larger pieces. As for the frame moulding, they usually come in 9′ – 10′ sticks that we cut to size.


Cutting everything to size, one piece at a time is what ‘custom’ is all about and we love this part of our craft. As illustrated here, we use this very high-end, dangerous and expensive miter saw to cut every frame corner piece to size.


Here are the four moulding pieces that make up the frame for this piece, ready to be joined together.


This is another tool of the trade, this one is called the joiner, or the underpinner, and it helps us do just that, join all four pieces into a custom frame of any size.


Next stop is cutting the glass or acrylic to the right size of the art, which is another very important piece of the puzzle.


And voila, here’s the final product with all the pieces together. This is when we take a moment to enjoy the masterpiece and call the customer to let her know it’s ready and that we can’t wait for her to come in and see how it turned out.


Whenever possible to do a framing unveiling where we cover the framed piece and uncover it when the customer comes into our store. To see the excitement and emotions in the customer’s face that make what we do worth it. On to the next masterpiece.

What can we transform for you?

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The Magic of Custom Framing

2 Responses

  1. I really like that you use the word “transformation” to describe custom framing. I was thinking of having my sister’s artwork put in a custom frame. If the painting is a landscape, should the framing be a color that matches? Thanks.

    Annie Frances July 15, 2016 at 6:14 pm #
    • Hi Annie, many thanks for stopping by and I’m happy to hear you agree with our way of describing custom framing using the word transformation. As for your question on whether to use a color frame vs. a wooden tone, it’s tough to say without looking at the art. One way to add a hint of color to a custom frame project is to use a color linear on the inside of a frame, this can make part of your artwork stand out. One tip we always share with our customer is that when in doubt about the frame, go with a brown frame, which works better than black for most situations. Thanks again and please let me know what you end up going with. Happy Framing!

      RJ Jacquez July 16, 2016 at 6:00 pm #

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