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
The Creation of 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 in the picture framing business 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 give it my all. 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 encourage other entrepreneurs and small businesses to visit 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 individuals who share our passion for aesthetics, so it’s only natural for the shop to reflect that. We’ve been receiving such a great response!
Picture framing is my passion, and I have dedicated over half of my life to this craft. I don’t know anyone who takes picture 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 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 offer complete adaptability, enabling us to take on projects of any style, at any level or scale. We employ all preservation-level techniques to ensure that every piece that leaves our shop is beautiful, protected, and preserved for years to come. I’m always on the lookout for new vendors, materials, and 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!
The Process of Custom Framing
How do you approach the process of custom framing? Can you walk us through the steps and options available to your customers?
I always take an educational approach to ensure everyone understands the process. We like to hear if people have a preconceived design in mind. We then utilize our experience and creative problem-solving to make it as close to their result as possible, while ensuring its preservation level and the safest conditions for their art.
After discussing the piece and gaining a better understanding of the project and the person, we present the options we believe best fit and explain our reasoning. 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 designers rather than salespeople. 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 jokes, 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, ensuring that no matter which design choices you make, your pieces remain safe and won’t fade or discolor. We use the highest preservation techniques for hinging and mounting to ensure long-term protection. We provide framing services for museums, galleries, and collectors at the highest level, but we treat every piece of art that comes through our shop with the same respect. Your art will remain in the same condition it was in decades from now!
Based in Bernal Heights
Bernal Heights is known for its vibrant art scene. How do you engage with local artists and support the local artistic community?
I love the art scene here; there are so many talented artists surrounding us! I offer discounts to artists and always do everything possible to help. I also offer advice and education to help them increase their profitability. 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 without charging 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 really cool projects! I’m asked this question often, but I 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 worked on jobs at the level where I signed NDAs, and I’m not even allowed to discuss 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 part of their beautiful memory, and I think that’s the highest privilege and the most memorable part of being a framer.
How do you stay up to date 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 stay up to date on all framing publications and regularly 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 has a problem with anything we’ve made at any time in the future, they can bring it back, and we will happily rectify any issue. 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 taken on projects for local businesses and regularly work with a few to help them expand their 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 directly across the street from my shop (named after my daughter, Arrow), where we can expand our offerings and create additional jobs! We will keep our design and assembly in our current location and relocate frame production and art storage to our new space. I could see multiple locations offering art delivery and installation; the endless possibilities! We’re just getting started, and I am open to whatever is right for us.
Calendar – Bernal Heights and Beyond
Orion Custom Framing
Mike Doherty serves as Chief Experience Officer at Greening Projects, a nonprofit organization dedicated to transforming underutilized urban spaces into vibrant green areas