We’re excited to introduce you to the always interesting and insightful Maurice VandenBergh II. We hope you’ll enjoy our conversation with Maurice below.
Maurice, thanks for taking the time to share your stories with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
In the framing industry, most frame shops have a storefront location. I decided to run my frame shop out of my home, which worked out well considering I opened a year before the pandemic. I’m still able to offer all the same services and amenities as any other frame shop, The first floor is dedicated to a showroom full of samples, woodshop, and a finishing room. MoeZart Framing is also different in that I complete every step of the process, from the consultation, ordering product, building the frames, cutting mats, down to the finished product. I feel this business structure guarantees quality. One of the other things I have taken on this year that is different from most frame shops is participating in pop up events selling readymade frames and precut mats in common sizes and a variety of colors so customers can pick and choose between the two.
Maurice, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Maurice VandenBergh II, I am the owner/operator for MoeZart Framing. I got into the custom framing business about 8 years ago. I started at SOHO Myriad as a frame joiner, framing art for large hotels and other custom frames. I am also an artist (Maurice’s Pieces) with a BFA from Atlanta College of Art / Savanah College of Art and Design. I tried to learn all I could about framing in order to frame my own work. Fast forward to 2018 I had acquired all the tools and know how to start framing. I started out framing my art work and also framing for some friends. In 2019 I had built up quite a few clients and decided it was time to apply for my LLC and make it official. MoeZart Framing was born. Ever since, I continue to grow, not only with clients, but also in my craft.
I offer a large variety of different types and styles of molding. I even at times make custom molding. I also offer many types of glass, from regular glass to archival non glare museum glass, and the selection of matboards are endless, sometimes even hand painted. There are also many different ways to frame art. A simple mat or double mat can make colors pop. There are ways to float the art to add depth and show off deckled or torn edges. I offer shadow boxes to show off and preserve 3D items. I also offer canvas stretching and framing using floater frames. It sounds overwhelming, but I am there with suggestions and an artistic eye to help walk the customer through the process.
One of the things I am most proud of is finding something I really enjoy doing. No project is ever the same giving me the opportunity to challenge myself and take the business a step further just to see how far I can go. There is something to learn in every mistake and every victory. The question I am always asking myself is “What’s next for MoeZart?” Every part of running a business has been a learning experience, and its one that I am proud to take part of.
Can you share one of your favorite marketing or sales stories?
One of the best risks I have taken has been my most recent of strategies, and that is participating in pop ups. A friend of mine that is a partner in “Georgia Vintage Goods” pop ups and I began talking about how I can start selling frames at the events he hosts. The original idea was to frame on site, but that would mean people having to risk damaging their art to drop it off and have it framed outside, not to mention large pieces of glass and sawdust. Another problem with that plan is the space I would need in order to make it work. I then had the idea to just do common sizes and give customers options on molding styles and different options of mats. I decided to get moving on this opportunity and began building retail frame shelving and ordered the tables, tents, custom banner, etc. I loved the idea that customers could purchase art from the vendor next to me, then buy the perfect frame and mat right there and take it home ready to hang. The pop ups also help to let people know I am around, since I work out of the house with no storefront to walk or drive past. Doing the pop ups have really helped bring in new clients.
How’d you build such a strong reputation within your market?
I would have to say a few things helped build my reputation. The first thing I would have to say thus far has been the support of friends, family, and repeat clients that share my work. I would have to say the second is style. It may sound strange, but like every type of art, even framers have their own style. The third would be quality. Framing isn’t just a job for me, its a passion to create and even collaborate with the art itself.
Contact Info:
- Website: www.Moezartframing.com
- Instagram: @moezartframing
- Facebook: @moezartframing
Image Credits
Photos by Aki Ikejiri and myself