May 2014

Jenny O'Brien | In The Picture

Jenny O'Brien is the owner and director of In the Picture, in Hornsby NSW. We have been given a wonderful insight into the evolution of the business, and how diversification has allowed In the Picture to withstand today’s challenges and provide a broader offering to their clientele.

Tell us about your background in the industry and In The Picture?

I began picture framing at the age of 17 and became the owner of In The Picture in 1999 when I was just 20 years old. Having studied at various design colleges throughout Sydney; much like the rest of my team, my passion for interior design has now been realised through the expansion of the business.

In The Picture now offers a tasteful selection of interior products to complement custom picture framing. The vision was to blend the two worlds to create one space dedicated to unifying interiors with art.

How have you diversified your business to not only complement, but grow your Custom Framing element?

Our custom picture framing services include photography, prints, embroidery, 3D, memorabilia, original art, canvas stretching, and more. We found we were being constantly asked for recommendations on how to integrate artworks with the style of a room so the natural progression for us was to expand into this area and offer the products as well as the advice. With the recent addition of furniture, lighting, rugs, soft furnishings and accessories to our range, we now provide a variety of art and interior packages at trade discounts for our clients to choose from.

What impact has Bellini hold on your business, and perhaps the versatility in its uses?

We are excited to offer the Bellini range as it immediately captures the interest of our customers and we find the design element of the mouldings fits the theme and intentions of our business – to offer our clients beautiful and elegant choices. We use the Bellini range in various ways including slips, outer frames and it combines extremely well with our conservation matboards and glazing. We also offer a complete range of Roma Elite profiles and this product completes a full offering to our customers from basic framing to the best moulding choice available in the Australian Market. Roma Elite also lets the business venture into the commercial and corporate industries, this sets us apart from the rest!

What are the changes you have seen in the industry over the last few years?

We have seen a trend in recent years to become much more price competitive and low awareness of the beautiful design choices that are available. In the Picture has evolved dramatically to remain focused on providing not only the best value for money to the customer, but to offer a much broader range of products. We have also developed a strong customer service element to the business that I feel is necessary in today’s retail environment. Therefore all of these factors, combined with a high standard of quality workmanship, puts us in good stead. Ultimately we find framing with Bellini enhances the client's consultation experience and adds considerable value to their treasured memory.