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Published February 04, 2020

All Patti Hitzler of Green Bay needed to do to determine her future path was look at how she spent her free time.

Having started working in retail when she was 16 years old, she found that she enjoyed it, but it was her hobby that she really loved.

"I was working 60 hours a week managing a paint store in Green Bay (the shop also did framing), and on my one day off, I did everything I could to perfect the art of framing," Hitzler said. "Since I made the time to do that, I knew that it was what I was supposed to be doing."

In 2007, the store closed and she seized the opportunity to buy the remaining framing supplies and inventory. She continued to work, mostly in full-time management positions, but also opened a framing business in her home.

"We had purchased a home a few years earlier that was too big, and were fortunate because all of that extra space was perfect for a shop and showroom," Hitzler said.

All she needed was a business name. That came to her one morning at about 2 a.m., and Frame-Ography was born. As word got out, the number of customers and her skill level increased. Hitzler continued to learn and obtained certification from the Professional Picture Framers Association.

And now, as the business has developed a stellar reputation and growing sales, Hitzler is ready for a move she has dreamed about. She recently gave her notice as gift shop manager at Green Bay Botanical Garden and is planning on opening a brick-and-mortar shop in one of Green Bay’s shopping districts.

"It came down to a personal decision," she said. "It is something I’ve always wanted to do and it hit me, if I don’t do it now, it won’t happen. The timing feels right and I am doing as much planning, preparation, and researching of costs as I can. Everything is falling into place."

She and her husband, Jeff, who she says is very supportive and a great help recently sold a rental property providing the needed revenue for remodeling, startup costs, and inventory.

She has connected with Green Bay SCORE mentors and is putting together a business plan, reviewing what to look for in a lease, and developing a marketing plan. Having owned the business for so many years, and with her gift shop experience, she knows what she wants the business to look like.

Although she acknowledges that she has developed an eye for color and design, she plans on hiring a friend who specializes in design.

"I’ve learned from her, and although I am able to put it together, it takes me much more thought. She is instinctively good at it," Hitzler said.

The goal will be to have "a wonderful place" with home décor items, consignment art, space for classes, and of course, a large framing studio where she will practice her creativity.

Initially, she will try to do most of the work herself and says that will include everything from dusting to order to dealing with customers and keeping the books.

She will look for marketing assistance and hire as her budget allows.

Part of her meetings with SCORE will focus on reaching a variety of customers. So far, the majority of her business has been in needle art framing, including tapestry and cross stitch, with lesser percentages in framing memory pieces and personal items.

However, with the additional expenses of a leased location, she will need a broader customer base. Past growth relied on word of mouth, and that won’t be enough to expand her reach and gain brand recognition. She is working on developing a strong social media presence, building a website, and networking.

"I have been giving presentations to groups — a general overview of what custom framing is and how to make decisions when you walk into a place and there are 800 corner samples, a variety of mats, and different glasses; to give tips on how to select one," Hitzler said.

She hopes the answer will be to visit her store, which she plans to have up and running by late spring and to lean on her expertise. She promises to provide a product that is far better than those offered in big box stores where turnover can be an issue.

"I want to be part of the local community where customers are no longer customers — they become friends," she said. "As a local business, I can choose what’s in my store, and it won’t be done by a corporate office. I will listen to my customers."

Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.