Framed, a store in the village, has family history

July 30, 2010

By R. N. Rajan

THE RIDGEWOOD NEWS

Jan Casey is where she is today because her parents — in a word — "framed" her, but in a good way.

"My parents owned Frames By You, of Ridgewood, and I grew up in their store learning and loving the business," Casey said. "When my folks decided to retire, the opportunity to do what I love with a head start from them was a natural choice."

So, after 30-plus years of experience working at her parents' Godwin Avenue store, Casey opened her own store with a new look, new name (Framed), and new location at 88 Chestnut St. in Ridgewood.

"Our new location in a renovated house gives the shop a warm and welcome feeling and, with the extra space, we can provide customers with examples of our wide-ranging products and services," she said. "This is a visual business and it's important that my customers can see how their framed items will fit in a home atmosphere."

But that's not all that's new.

"Framed has new, state-of-the-art equipment … that allows us to take framing to the next level," she said. "This equipment gives us the opportunity to be more creative, making each piece truly unique."

Also new is a gallery within the store to showcase the work of local artists.

"The store has two areas: a showroom and a home-accent room that I call my 'gallery,'" she said. "Customers can look forward to visiting the store to check out featured artists and photographers on an ongoing basis. I like the idea of supporting local talent and believe our customers will respond enthusiastically," Casey added.

Casey has also witnessed a growth in showcasing personal items, usually those of sentimental value such as christening gowns and baby booties, among others, in a shadow box. Also on the rise is showcasing sports-related paraphernalia.

"We have seen a large increase in framing sports memorabilia — jerseys, gloves, baseballs, pennants and varsity letters," she said. "Sports is part of the fabric of the American culture and people are proud of their accomplishments and those of their favorite sports heroes."

Casey recalled one Christmas when a customer came in with a large box containing boxing memorabilia. The customer wanted to surprise her husband, who had a long career as a heavyweight boxing champion, with a shadow box containing all the memorabilia for Christmas. The keepsakes included his gloves, shorts, medals, newspaper clippings and awards.

"I knew this was going to be a challenge, considering the amount of items that needed to fit in this box," she said.

When it was finished, it was life size. When the customer came to pick it up, Casey knew it was a knockout.

"The look on her face said everything," Casey said.

An interesting footnote to the story is that the husband is still a regular at the shop.

For those who don't have sports memorabilia, Casey suggests giving old framed pictures a makeover.

"I like to inspire customers to make old favorites new again. Sometimes, something as simple as changing the frame gives it a fresh new look," she said.

Although the store's customers include businesses and home-decorating and design professionals, Casey vows she will not forget the foundation on which first her parents' store, and now hers, was built.

"We work with decorators and corporate accounts, but our business was built with the support of the local homeowner," she said.

She said the village and its residents are a big part of that foundation.

"Ridgewood has such a strong sense of community," she said. "We have succeeded because of the loyal customers who have supported our stores. As a part of the community for more than 30 years, we have thrived because of the support that we have received."

As for the future, Casey said she would like the store to always stay current with what's popular in the framing industry.

"My long-range plan for Framed is to move into the next generation of framing by continuing to offer new techniques and products to delight and inspire my customers," she said. "We want to go beyond framing. Our goal is to capture the moments of life."