Putting Chelvey near Backwell in the picture frame

As the demand for customised picture frames increases, a successful local venture has moved to a creative enclave in Chelvey, near Backwell, that specialises in all things wood, writes Jane Sabherwal.

Bespoke, artistic and welcoming, The Picture Framers' offers everything its High Street counterparts do not.

There's the red sofa to sit on while browsing through art books for ideas, the chance to play with frame choice until you are absolutely sure, and Franklin the dog to cuddle if you feel so inclined.

What owners Andy Hale and Georgina (George) Micklethwaite give you is time, time to explore creative possibilities and ultimately have confidence to make framing decisions, this is not about selecting a standard black frame, this is a very personalised service.

Andy said: "Many of our customers find choosing frames a little overwhelming so we work closely with them, give them confidence to be creative and help them visualise the end product."

George said: "There is no rush, we want our customers to choose frames, glass and mounts that they like, and we want them to go away with some knowledge about the art of framing.

"I also keep up with the latest colour and home trends and visit interior design exhibitions, so we can offer the most up-to-date advice on fashion style to those who want it."

All the frames are made to conservation standards, for example all materials are acid free, and hand finished by Andy on site in the new open plan workshop – previously a cow shed.

He will also prepare samples and paint frames to order if requested, including specialised frames for wedding portraits.

One currently on display incorporates the dried flowers from the brides' bouquet in the mount.

Bespoke frames have become a key part of their business during the past three years, with customers travelling from Weston and Bristol, so George and Andy are creating a special one to one consultation area in the workshop so people can book time to discuss their framing options.

Andy said: "Maybe they have just moved house and have 10 pictures they need to reframe or a collection of their children's paintings they want to protect for posterity.

"We want to give our customers our undivided attention."

The workshop has a great atmosphere – easels, frames and art books dotted around plus the chance to observe a craftsman in residence and cuddle a dog.

And George is currently working on their 'Wall of Frame' which will display an eclectic mix of style possibilities in the reception area - so you can expect to see a picture of The Clash next to one of a chocolate box cottage.

George, who is on the North Somerset Arts Week Committee, also hopes to showcase the work of local artists.

Andy and George used to run Gallery 370 on the main road in Cleeve, but decided to move to Brockley Lane at Chelvey last autumn because the new workshop offered more creative possibilities.

Future plans include talks by local artists and framing demonstrations, and the opportunity to take conservation framing further by working with the other wood craftsmen on site.

This little enclave of creative's is tucked away in Chelvey, in a series of converted farm buildings.

George added: "The long term aim is to make frames from locally milled wood, which we hope will be designed by the guys next door."

The 'chaps next door' include the co-operative Chelvey Designer Makers – one of whom made wood products for Jamie Olivers' restaurant in Bristol.

There is also a guitar maker, some independent carpenters working on bespoke designs, and Greenplay, which specialises in building play areas out of reclaimed wood.

All of this is a far cry from their previous careers. 

Once upon a time George was working behind bullet-proof glass at a Housing Association in Brixton, and Andy was a manager for Citibank in London.

They came to Somerset on holiday one weekend, handed in their notices on the Monday morning and left London a month later. This was seven years ago.

Back in touch with their creative roots now, Andy and George are determined to keep the art of hand-crafted frames alive and honour the famous quote by writer, GK Chesterton, who declares, 'Art consists of limitation. The most beautiful part of every picture is the frame'.

If you want to learn more about framing, take a look at George's blog,  Framing Fairy. You can find the link on their soon-to-be-updated website www.gallery370.com.