Today we’d like to introduce you to Anne Sheeler
Hi Anne, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve always been driven by creativity, and living in Nashville has given me a perfect environment to nurture that. In the ’80s, I worked in the framing department at Michaels, and in the ’90s, I ran a frame shop for a mom-and-pop company. I tried a shift into the corporate world but quickly realized that a 9-to-5 office job wasn’t for me. So, I reached out to about 50 former clients, mostly small business owners, designers, and artists, and told them I was going to try framing on my own part-time.
At that time, Nashville was growing fast with new developments like Hatch Show Prints and Bridgestone Arena, so it was the right moment to make a name for myself, without traditional marketing or branding—just working out of my home. After sending those letters, I got sick and needed insurance, so I worked part-time at the mall while keeping up with my framing side hustle. Once my health improved, I returned to framing full-time and continued to grow my business. Over the next 10 years, I used word of mouth to keep the business growing, and as we started a family, new clients emerged through class projects, non-profits, and more.
By year 12, I had more work than I could do on my own so I hired a part-time assistant, and that’s when my side hustle became a full-fledged business. Now, we have two locations, one in my home and a commercial space, with 8-10 employees. A turning point was about a decade ago when I saw all the relationships I had built were flourishing. My willingness to do things differently has been key to our success—focusing on relationships and treating every client with the same respect, which has brought us over 3,500 clients from all walks of life.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Like anything in life, success in business is often a matter of trial and error. When I first started framing, I was taking orders by hand on a yellow legal pad. As my client base grew, managing all the paperwork, supplies, and materials became overwhelming, and things started getting chaotic. That’s when I realized I needed a better system to keep track of everything. We introduced customized work orders, which have evolved over the years to meet our needs. These work orders now include all essential information—due dates, quantities, materials, estimates, and more. It may seem straightforward now, but I had to go through that initial chaos to develop the processes that help us run smoothly today.
Another significant challenge was sourcing materials. Early on, many distributors wouldn’t sell directly to me because I was operating out of my home. They saw it as unprofessional or illegitimate. However, with the support of my loyal clients—particularly designers I worked closely with—I was able to prove the legitimacy and success of my business. Thanks to their help, distributors began selling directly to me, which was a turning point for growth.
Over time, with the help of my more tech-savvy employees, we also introduced technology into the business. We now use appointment scheduling programs and price-estimating software, which has streamlined our operations and helped us serve our clients better.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I founded my female-owned small business Framed! in 1993. We are a custom framing shop serving customers of all kinds. Whether it’s framing a cherished family photo or 100+ concert posters for venues like Marathon Music Works or the Country Music Hall of Fame, we handle projects of all sizes. While we can frame nearly anything, my passion lies in unique and challenging pieces. For example, a recent project involved designing a display box for a client’s 100+ year old preserved bugs, complete with a hidden compartment for extra specimens. It’s creative challenges like this that fuel my love for framing.
What truly sets Framed! apart is the personal touch we bring to every aspect of our work. Most of our business comes from word of mouth, and every member of my team has been hired through friends or family connections. We prioritize direct, personal communication, preferring phone calls over automated systems. Operating from my home also provides a welcoming, relaxed environment that makes clients feel at ease, different from the corporate atmosphere of larger framing companies.
Our focus on building genuine connections and treating every client like an old friend has been key to attracting and retaining loyal customers. I believe it’s this human touch that defines our brand and makes Framed! stand out.
Have you learned any interesting or important lessons due to the Covid-19 Crisis?
The COVID-19 crisis brought significant changes to my company. Like many, we faced supply chain disruptions, which led to project delays and postponed customer satisfaction. Although our clients were understanding, it was difficult not being able to maintain our usual reputation for quick turnaround times.
Before the pandemic, we operated on a walk-in basis during business hours. While this provided flexibility, it often resulted in overlapping appointments, creating a less focused experience for our customers. During the pandemic, to ensure safety and limit exposure, we switched to an appointment-only model. Surprisingly, the response was overwhelmingly positive. Clients shared that they appreciated the dedicated one-on-one time, feeling more heard and valued. Based on that feedback, we decided to keep the appointment-only approach moving forward, even beyond the pandemic, as it’s created a better, more personalized experience for everyone. To accommodate clients with challenging schedules, we now offer walk-in appointments at our second location on Harding Industrial Dr. Overall, COVID-19 had a large and lasting impact on my business and how I operate. In many ways, I can attribute much of my recent growth and success to the changes we made during the pandemic.
Contact Info:
- Website: https://www.framedllc.net/
- Instagram: https://www.instagram.com/annetheframer/
- Other: annetheframer@gmail.com
