We caught up with the brilliant and insightful Philip Willis a few weeks ago and have shared our conversation below.

Philip, appreciate you joining 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.

From a young age I started my journey creating art . While still in high school I began learning the trade of conservation and custom picture framing. I continued this path for 2 decades until i decided to open up my own business. Beyond the Edge Custom Framing & Art. Although I frame anything anyone wanted to hang on a wall or display, from the most basic to the most outlandish, the one thing that sets me apart from other businesses in the industry is complete custom and creative builds, Illuminated display cases for musical instruments, clothing, heirlooms, sports, etc- and incorporate original art within the displays. For example:: My most recent build was a custom lighted display case that houses a 1940’s Gibson Mastertone Banjo. I built the display case from raw materials. Painted with a ceramic matte black interior latex, lined the inside with coyote faux fur, hand crafted the mounts,, used a cmc for special bevel cuts including the owners name, mounted photos with spacers for depth effect, created a dowel that holds a 45 record of the banjo player, and cut a 13” recessed circle which I painted an image of the original Gibson American Flying Eagle Logo from the 1920’s. I built the case door and hinged with 3 @ 1’ piano hinges and a clasp on opposite side that holds the glass and a 2” boarder lined with foam core, cut a channel mount for Alexa controlled strip lights. The customer can tell Alexa to turn on display case and it is illuminated. It is a functional custom display piece and designed to compliment more than just the instrument but specifically to the theme of the musicians story, completely personalized. The difference that matters is when someone has something special and dear to their heart, I take the time to get to know the customer, listen to their story about what makes the piece special to them, draw up designs and put my own care and creative efforts incorporating something completely original to take it to another level of personalizing whatever it is, special for the customer. This is what sets me apart from the industry standard. This is why my business is called Beyond the Edge Custom Framing and Art. I build a relationship with each client, get to know them, share experiences ms help them bring their vision to life; then incorporate something special within each piece to form a connection with themselves to the piece.

Philip, 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?

At a young age I began drawing. It slowed down time for me and helped me with focus problems as a child. It kind of took off in high school when I was offered art classes. I felt connected to myself and to something bigger, although I didn’t understand much about it. There weren’t many avenues in west Tennessee in the 90’s for me to enter into with art so I began working at a custom frame shop while still in high school after hours and on Saturdays. I figured at least I can frame my own work and hopefully figure out how to get places to let me hang my work. I learned conservation framing, gallery and museum framing, frame restoration, mounting techniques, installations, gold leafing, etc . I was 17 years old and worked with some old timers. I continued to soak up as much as I could about custom framing. I moved to Nashville to attend Watkins College or Art in 1997 and worked at Ambiance by Parker where I experienced a lot of new things in a bigger town with art, artists, and a larger scale custom framing business. I moved to Chicago in 2000 to obtain a BFA and continued on working a a custom frame shop. Now, after 30 years of being in the Custom Picture Framing industry, I own my own framing business. Beyond the Edge Custom Framing & Art. The name is suitable as I incorporate my own art work to accompany custom build person for clients. Although, I frame whatever, however the customer wants in whatever their vision is, if they want to take it beyond the edge, that’s what I do.

What’s worked well for you in terms of a source for new clients?

Middle Tennessee started to swell the last 10 years, more so Williamson County in the last 5. Lots of growth, many people moving here and rent started rising. For the last year I have opened up my business in my workshop at home, I offer pick up and delivery services. My wife, Casey came up with marketing to new developments in the surrounding Williamson county area through mailers, social media marketing, banners on out ball field, we pass out business cards, lots of word of mouth, and doing things just like this to spread the word. Any creative avenues available we look to drive business.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I follow up with customers. I developed relationships with them as we work together to bring their visions to fruition. When someone cares enough about an item, a painting, an heirloom, an instrument, picture, medal, photograph, article of clothing, an object, whatever it may be, to display it on the wall in their home or business, you get to know the individual on a deep and personal level. You develop a relationship. There are moments of joy, pain, victory, drive, and many other emotions that fuel the relationship with a customer. You become not just a business/customer base but a friend that helps discover a vision together. I keep a record in my system or each customer and a sketch/journal of our experience together to remember what makes the experience special. I keep the line of communication going so they know they have my full attention and trust when they need future projects done

Contact Info:

• Website: philipwillis.com
• Instagram: beyondtheedgeframing
• Facebook: beyond the edge framing
• Yelp: Beyond the edge framing

Image Credits
Images by Philip Willis. (Me)