[jhubball]

So it's traditionally been a very high-touch service with the need for retail overhead. Most frame shops carry way too many supplies/options, and outsource a portion of the work (which accounts for the delay). They are also geographically limited in terms of the business they can do, and get most of it on the weekends when people have time to stop by. So there's a lot of margin in the price above the cost of the components. Having said that, custom framers can do amazing things, and the word "racket" was used mainly for the headlines. The fit for Levle is creating a super high-quality and great looking frame for that $20-$60 print or poster that doesn't need the expertise of a master framer.