At Frame Today, our people are the heart of everything we do. In this edition of our Meet Our Expert Framers series, we sit down with Eloise, manager of our Fortitude Valley store in Brisbane. With her thoughtful design eye, passion for conservation, and appreciation for art in all its forms, Eloise brings a uniquely creative touch to every frame.
A Creative Journey Rooted in Storytelling
Eloise’s path to custom picture framing wasn’t linear - but it was always creative. After completing a Bachelor of Communications and Media, with majors in Advertising and German, she spent nine years honing her customer service skills in retail. When she relocated to Brisbane and sought out a job that aligned with her love of art, design, and storytelling, she found Frame Today and never looked back.
"One of my favourite things about framing is the wide range of pieces we work with. From a child's crayon drawing to a Picasso, every item has a story behind it. I love helping clients figure out what will work best for their space and their artwork."
After a few years in the professional framing services industry, Eloise has developed a sharp eye for matching frame style with meaning and context. Her background in media and visual communication shows in her ability to balance design aesthetics with practical preservation.
Skill Meets Sensitivity
Eloise’s strengths as a framer lie in her eye for interior design, her attention to detail, and her love of hands-on work. She thrives when she’s crafting complex layouts, refining the finer points of a piece, or solving framing challenges that require creative thinking.
"The trickiest pieces are often the most fun! Whether it's fine needlework, oversized items, or unusual frame combinations, I love the challenge."
She especially enjoys working with fine art and pieces that come directly from artists themselves, where she can collaborate to finalise the creative vision using museum-quality framing techniques.
Framing the Unforgettable
Eloise’s portfolio includes some truly memorable custom framing projects. One standout involved framing a nearly three-metre-long World War II flag. The piece’s size and historical significance required a conservation-led approach, and the end result was a meaningful preservation of history.
Another favourite was a framed collection of travel souvenirs, including a Brazilian feathered headdress. It was one of the first complex jobs she completed on her own and a major confidence boost when the customer sent back photos of it proudly displayed at home.
Then there are the emotional moments that stay with you. Like the time she helped a customer frame a piece of digital art created by their daughter. Printed on fine art rag mat paper and framed with non-reflective, crystal-clear glass, the customer was moved to tears seeing the artwork in a new light.
"She was finally able to see all the intricacies of the image outside of a small screen. It was such a special moment."
Eloise’s Personal Touch
Outside of work, Eloise is an enthusiastic cook, and a creative soul through and through. She’s also framed some unique items of her own, including a vinyl record, an animal skull, and souvenirs collected over the years. She believes that with the right approach, anything can be art.
Her advice to customers? Don’t underestimate the impact of archival materials and professional techniques.
"You could put a piece in a Kmart frame and think it’s fine, but poor materials can cause irreversible damage. Acid burn, UV exposure, and bad adhesives add up. A qualified framer can help you protect it for generations with proper archival framing."
Looking Ahead
Eloise is passionate about continuous learning and is especially keen to expand her skills in needlework framing and conservation techniques. With an interest in art history and preservation, she’s excited to take on more complex projects that combine craftsmanship with long-term protection.
Whether she’s preserving military memorabilia, helping a child’s first artwork shine, or framing rare fine art, Eloise puts care, empathy, and precision into every step.
"Whatever the piece—be it an inexpensive poster or a treasured heirloom, we always approach it with the same level of thought and respect."
Visit Eloise and her team at Frame Today Fortitude Valley to experience expert custom picture framing, or find your nearest store to preserve and celebrate what matters most to you.
