In Downtown Whitby, Frame By Design has been a pillar of the neighbourhood for more than 20 years and they provide a wide range of services that go far beyond standard framing. Located at 116 Brock Street South, Frame By Design invites you to experience the passion and professionalism of their highly skilled team.

Although Frame By Design has been in operation for over 20 years, the store is a new endeavour for husband and wife, Giovanni and Jennifer. The couple purchased the business in April 2022. The choice to lead this longstanding downtown business was motivated by a mutual love of fine art and workmanship. When the possibility of acquiring Frame by Design arose, the couple couldn’t pass on the opportunity.

 Giovanni dedicated a year to working at the shop and learning every aspect of the framing industry. Jennifer notes that two staff from the previous ownership remained the same, allowing Giovanni and her to keep up with their other professional obligations:

We were very fortunate to purchase a business that was already staffed by two outstanding individuals. Chris has been with the business for more than twenty years and Brian had been there for close to eight.

Jennifer Hutcheon, Co-Owner, Frame By Design

Jennifer shared that Brian has since retired, but Chris’ daughter, Stormy, has joined the team, along with two part-time employees, Ali and Caroline. All the staff at Frame By Design possess an artistic eye and a deep understanding of the mechanics of framing. In Jennifer’s words “framing is a craft that has to be learned” and she feels especially grateful to have a dedicated team that has taken the time and put in the effort to learn the ins and outs.

 The staff are what make the difference at Frame By Design. As a specialty shop, the team members are truly experts in the craft of framing and are always up to the task – whatever the customer may bring! Most often, items in need of framing include diplomas and certificates, photography and artwork, but the staff are also tasked with requests like framing a golf ball and scorecard to celebrate a hole-in-one, or unique music or sports memorabilia. The Frame By Design team also specialize in framing hockey jerseys, which are on display around Whitby in various sports bars and arenas, like Iroquois Park Sports Centre. The emphasis on preservation is one of the special features of their framing service. They use high quality, acid-free materials and conservation glass that improves clarity and protects against UV damage, to keep the artwork and memories preserved for years to come.

 Each item at Frame by Design is a work of art. Along with framing expertise, the staff at Frame By Design have a sincere passion for creating lasting memories. The team often collaborates closely with each other and with customers, guiding them as they create their pieces and select the ideal frames to preserve and emphasize the true character of their art. In addition to framing, the team also provides expert photo and poster printing services, as well as a wide variety of in-stock frames and works of art for sale.

 The close-knit business community in Whitby is something Jennifer and her colleagues value. Neighbouring businesses frequently visit, encouraging a sense of togetherness among owners. Jennifer feels like Downtown Whitby is gaining momentum and possesses a lot of potential:

I think Downtown Whitby is a cool, walkable area and there’s a lot of potential for businesses to be successful. It’s nice to see new businesses opening. I’m excited to see the downtown continue to improve; it’s clear that it’s trending upward.

Jennifer Hutcheon, Co-Owner, Frame By Design 

The variety of interesting items that come through the door is one of the benefits of working at Frame by Design. Jennifer recounts a particularly noteworthy encounter when a client arrived with an Alexander McQueen-designed scarf. The scarf's beautiful pattern was so appealing that it was framed as a work of art, demonstrating the shop's dedication to highlighting special and unexpected finds.

More than just an art framing shop, Frame by Design is a space where precious memories are turned into works of art. With Jennifer and Giovanni’s enthusiasm and the passion and professionalism of their staff, this business is set to carry on its longstanding work of preserving lifelong memories. Frame By Design invites you to participate in their creative process, whether you're searching for the ideal frame for your unique memorabilia or want to learn more about the world of art.

Visit Frame by Design online or at 116 Brock St S in Downtown Whitby and receive a free consultation for your framing needs. 

Written by Sanjida Islam
M. Mgt, Trent University

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