Taos Do-It-Yourself Picture Framing and Custom Frame Shop

Taos News Success Story

Success in the art business is nothing to sneeze at in the current economy, and Taos Do-It-Yourself Picture Framing and Custom Frame Shop is still going strong after eight years under owners Jim and Lisa Cox. Jim credits their success to three important factors, the first being perseverance. “I'd rather not give up,” he says. “I look for new ways to make it work.”

That approach leads to the second major factor: diversity. Not only is Do-It-Yourself Framing a shop where customers can come and get their artwork framed, but it is also host to art workshops and special events. “We're trying to broaden our appeal to the community,” says Jim.

For Jim, diversity is also balance, and part of that is the art workshops that Jim loves to teach. “I've always framed, taught, and painted,” he explains. “Framing has occupied me more than painting or teaching lately, so I'm trying to get a balance.”

Jim specializes in traditional oil painting as an artist, but can also teach beginning watercolor, drawing, and pastels. Recently, he's formed a group to do plein air painting together once a month at different local sites like the Rio Grande Gorge. Also, in October, nationally recognized artist Dalhart Windberg will be in town for two weeks teaching workshops in partnership with the shop at the San Geronimo Lodge.

Jim says the third factor in their success is great customer service. “We accommodate our customers. We go out of our way to try to do things on a budget.”

But it's really more than that. Not only do they offer outstanding framing on a budget, but the DIY aspect means that the process becomes a truly creative and collaborative venture between customers and staff. “That's what's really exciting about the Taos crowd – it's a creative community here,” says Jim. “Customers usually have an angle on what they want their piece to look like, and it's fun to serve that idea; it gets them involved and makes them feel connected. If it involves a blade, I'll do it; the rest of it they can run with.”
The fun part of his job, says Jim, is to work with the customers in choosing their frames and matting. “It's like trying on clothes; you'll know it when the fit feels good.”

Jim loves being able to interact with his customers, most of whom are artists. He doesn't try to force anything on customers, but can help guide them through the framing process according to their own tastes. “We get some characters,” he says. “And we get some incredibly creative images that come through here, all across the board.”

Many of those images come from big-name local artists like Erin Currier and Maya Torres, but often have more humble beginnings. Jim remembers one such piece in particular. “A woman and her daughter were at the airport waiting for the flight, and the daughter did this incredible ink sketch on a tattered up napkin that got crumpled up in her purse,” he explains. “The mother kept it and had it framed.”

The true secret of Do-It-Yourself's success is the sense of community one feels upon walking into the store. It's not just a store, but a place to hang out, interact, feel at home. And the Coxes are genuinely grateful for the loyalty of not only their many customers but landlords Bob and Isabella Draper and employees Rion Gabriel and Zaq Garcia. They recently held an eighth anniversary reception, which Jim says was “an acknowledgment and a thank you to the community for supporting us the last eight years.”

One can only hope the next eight years are even better for such a unique Taos treasure.

Taos Do-It-Yourself Picture Framing and Custom Frame Shop – Jim and Lisa Cox, Owners – 1337 Gusdorf Road, Suite L – Tuesday through Friday 10:00 AM to 5:00 PM, Saturday 10:00 AM to 3:00 PM – 575-758-4380 – www.taospictureframing.com, and on Facebook.