Hand + Machine + Eye: Where Craftsmanship Meets Precision
At American Frame, we’re often asked what makes us different. After all, online custom picture framing is available from a lot of places these days. But for over 52 years, we’ve done things a little differently — blending state-of-the-art technology with human craftsmanship to deliver frames that meet the highest standards of quality, consistency, and care.
We call it the American Frame Difference: a unique combination of hand, machine, and eye. Late last year we made a video about it – The American Frame Difference. Watch our video or read on!
The Machine: Precision at the Core
It starts with precision. Every frame we produce begins with YOUR exacting specifications, translated into action by sophisticated machinery. Our computerized saws make accurate cuts down to 1/16th of an inch. Our CNC routers shape and prepare materials with repeatable perfection. Our custom production software ensures that each order, no matter how complex or unique, is handled with accuracy and efficiency.
But technology alone isn’t enough.
The Hand: Where the Human Touch Matters Most
That’s where our team comes in. Our craftspeople — some of whom have been with us for decades — touch every order that moves through our facility. They choose and approve natural hardwoods by hand. They check every cut, every mat, every acrylic face for flaws. They perform quality checks at several points throughout the manufacturing process and inspect final products before they’re packed and shipped. And when something doesn’t meet our standards, it doesn’t leave our building.
Machines can cut. But hands can feel, adjust, and care.
The Eye: Seeing What Others Might Miss
The last layer of our process is the most personal: the trained eye. There’s an art to knowing how wood grain will behave when cut. There’s an instinct for spotting inconsistencies in color or texture. There’s judgment involved in choosing the best way to wrap, ship, and protect a frame so it arrives in perfect condition.
This is what sets us apart — not just manufacturing skill, but visual discernment and pride in our craft.
The Result: Frames You Can Count On – How and When You Need Them
When you order from American Frame, you’re not just buying parts. You’re investing in a system — one that combines the best of automation with the care of human hands, in a way that consistently delivers, time and time again. It’s how we serve artists, photographers, galleries, and design professionals with confidence. And it’s how we make sure your frame is worthy of the art it holds.
It's our culture of excellence, our culture of care.
That’s the American Frame Difference.
It’s not one thing — it’s everything, and everyone working together.
Ready to experience the difference? Browse our custom framing options or start your next project today.