Join us as we explore the world of custom framing with Micah Ruiz, the visionary owner of Orion Custom Framing. With a keen eye for detail and a passion for preserving and enhancing artwork, Micah has established himself as a leading figure in the industry. This exclusive interview delves into Micah’s artistic background, inspiration for starting Orion Custom Framing, and unwavering commitment to delivering exceptional craftsmanship. Prepare to be inspired by Micah’s expertise and dedication to bringing out the true beauty of every piece that graces his studio.
Mastering the Art of Custom Framing: An Insightful Conversation with Micah Ruiz of Orion Custom Framing
Orion Custom Framing
Can you tell us about the story behind the creation of Orion Custom Framing? What inspired you to start this business in Bernal Heights?
My name is Micah Ruiz, and I opened Orion Custom Framing over a year ago. I have been picture framing for over 21 years and have always dreamed of opening my shop. After over a decade of running other people’s frame shops, I finally decided to take the leap!
I have a five-year-old son and a three-year-old daughter, and I want them to grow up seeing me going for it. How can I tell them to follow their dreams and that anything’s possible with hard work if I’m too scared to show them? My wife, Alexis, has been my biggest supporter, and there’s no way I could have made this happen without her constant encouragement and belief in me. My family is at the center of everything I do. Even the name Orion is my son’s middle name.
I decided to open in Bernal Heights because I love the sense of community here. It feels like a small world within the City, and I love the tight-knit vibe. I hope my shop opening will help encourage other entrepreneurs and small businesses to come into our amazing neighborhood and see its potential!
What sets Orion Custom Framing apart from other framing businesses in the area? How do you differentiate your services and offerings?
Right away, the most obvious difference is the look of my shop. One of the big issues with the framing industry is this dated look, feel, and mentality. It was really important to me to create a beautiful, well-designed frame shop. It’s easy to be inspired in an inspired space! We work with interior designers, galleries, artists, and people who care about aesthetics as much as we do, so it only makes sense for the shop to reflect that, and we’ve been getting such a great response!
Picture framing is my whole world, and I have dedicated over half of my life to my craft. I don’t know anyone who takes pictures framing more seriously or more to heart than I do. Over the last two decades, I have worked in every aspect of the industry. I’ve worked in wholesale mass quantity warehouse framing, and I’ve worked in high-end, hand-carved conservation framing. With that wide range of expertise and knowledge comes the ability to take on any project.
Shops often specialize in a specific style or vibe, but at Orion, we have complete adaptability and can take on projects of any style at any level and scale. We use all preservation-level techniques to ensure that all the art that leaves our shop is beautiful, protected, and preserved for years. I’m constantly on the lookout for new vendors, new materials, and new techniques. The learning never stops, and I never feel like I have arrived. That’s what I love about art and framing; you’re always growing and learning!
How do you approach the process of custom framing? Can you walk us through the steps and options available to your customers?
I always like to take an educational approach and ensure everyone understands the process. We like to hear if people have a preconceived design in mind. We then use our experience and creative problem-solving to make it as close to their result as possible while assuring its preservation level and the safest for their art.
After discussing the piece and getting a better sense of the project and the person, we show the options we think best fit and explain why. We think about this all day, every day, and you’re guaranteed the perfect design and often something you never would’ve thought of on your own. There is so much to framing that people don’t know, and how could they?
I love walking people through the whole process, taking the stress out of the decision-making, and getting them as excited about framing as I am. We make it fun! We stay as designers rather than a salesperson. My goal is to create long-term relationships and build trust. Once you find your framer, you stick with them for life! I post on Instagram daily, and seeing finished work helps visualize your project. I always make some goofy dad joke, and I don’t think I’ll ever stop. We take our framing very seriously, but not ourselves!
What materials and techniques do you use to ensure the highest quality and longevity of the framed artworks?
All the materials we use are UV protected and acid-free, so no matter which design choices you make, your pieces are safe and won’t fade or discolor. We use the highest level of preservation techniques in hinging and mounting to ensure long-term protection. We do framing for museums and galleries and collectors at the highest level, but we treat every piece of art that comes through the shop with the same respect. Your art will come out in the same condition it went in decades down the road!
Bernal Heights is known for its vibrant art scene. How do you engage with local artists and support the artistic community in the area?
I love the art scene here; so many talented artists surround us! I offer discounts to artists and always do anything possible to help. I also offer advice and education to help them be more profitable. I regularly rush frame jobs to ensure that artists can get into shows they’ve submitted for and get accepted at the last minute. I’ve rushed jobs that hung in the deYoung, Senator Weiner’s office, and galleries in and out of the country. On more than a few occasions, I have completed frame jobs within 24 hours and don’t even charge rush fees!
Can you share any memorable or unique framing projects you have worked on? What made them stand out or challenging?
Oh man, that’s tough; I have framed thousands of pieces! I have a reputation for saying YES to everything, so I get to work on some crazy projects! I get asked this question often and never have a great answer. I have been honored to frame 18th-century kimonos and masterpiece paintings I never thought I would see. I’ve framed rare sports, music, and technology memorabilia for the most avid of collectors. I’ve done jobs at the level where I signed NDAs, and I can’t even talk about them. The jobs that mean the most to me are sentimental projects. The pieces where the client cries when they pick it up and can’t help but hug you. We become a part of this beautiful memory of theirs, and I think that’s the highest privilege and the most memorable part of being a framer.
How do you stay updated with the latest trends and techniques in the framing industry? Do you attend workshops or engage in continuous learning?
I take framing education seriously, and I’m constantly learning. I’m a contributing writer for Picture Framing Magazine, the industry’s premier publication. I keep current on all framing publications and constantly connect with other framers worldwide on social media. We share articles and advice, discuss projects and explore techniques. I also go to a framing convention every year. It’s a great way for farmers to connect, find new vendors, and take classes. Yes, it is as boring as it sounds, but to me, it’s so recharging and exciting!
Customer satisfaction is crucial for any business. How do you ensure your customers are happy with the final product and the overall experience at Orion Custom Framing?
We guarantee everything we work on! A big part of being a framer at our level is being very particular and noticing every minute detail. Our job is to be pickier than our clients. We take our quality control very seriously and haven’t had any issues. If anyone were to have a problem with anything we’ve made at any time down the road, they could bring it back, and we will happily right whatever problem they may have. There’s no time limit; we stand proudly by our product!
Bernal Heights is a tight-knit community. How have you been involved in community initiatives or events? How do you give back to the local community?
We’ve been able to take on projects for local businesses and regularly work with a few to help allow them to offer more services! I have sponsored art pop-ups on Cortland and offer discounts for art sold at local galleries! Please reach out. I’m always happy to help in any way I can!
What are your plans and aspirations for Orion Custom Framing? Do you have any new services or expansions in mind?
This is only the beginning! We are purchasing a commercial property right up the block from my shop (named after my daughter, Arrow), where we can expand our offerings and create more jobs! We keep our design and assembly in our current location and move frame production and art storage into our new space. I could see multiple locations offering art delivery and installation; the endless possibilities! We are just starting, and I am open to whatever is right for us!