We love that they are an all in once piece, no separate frame and the picture goes all the way to the edge with no distracting frame. Our Fractures arrived absolutely gorgeous. They even include the screw.įracture offers several sizes from 4.8″圆.4″ (pictured above) to 21.6″x28.8″ and can be hung or you can add a stand (see below).Īll Fractures are made by hand and every Fracture comes with a Happiness Guarantee and Lifetime Warranty. The process is simple, upload your photo, place your order, and in a few days you’ll receive your Fracture in their custom, environmentally-friendly packaging, ready to be mounted on your wall. So today they own Fracture and their vision is clear: to make printing as customized and personal as the pictures themselves and to make decorating as easy and exciting as taking the picture.Īnyone can create a Fracture and telling your story with Fracture allows it to come to life. Discussions of two of those topics led them to realize that the concept of printing and framing had pretty much remained the same for hundreds of years. During much of their downtime they would discuss subjects such as art, entrepreneurship and peanut butter. Inspired by companies such as Patagonia and founder Yvon Chouinard’s entrepreneurial journey, Lokesh admits, “We are trying to stand on the shoulders of some great giants.Fracture was founded in the summer of 2008 when founders Alex and Abhi were doing non-profit work on the southeastern edge of Africa. So helping suppliers also think through these challenges.”Īs a $20 million company now, he says, they have some leverage to do that. We try to do as much as possible but we don’t make the glass for example, or the recycled paper we use. But the next step, he says, is trying to get some of their suppliers to also think about what materials they’re using, where, and how much. That said, the images do come on a foam board, which Lokesh is looking at phasing out to an organic material. It was environmentally-friendly but also timeless.” One thing was certain, he says: “We had always been attracted to glass. While had he had been thinking about sustainability from the get go, he admits they had to choose their battles, starting a business from the ground up. With the launch of Instagram in 2010 and smartphones having higher quality cameras built into them, Fracture’s business model became more and more relevant - and his decision to stay in Florida made more business sense. Plus, Fracture’s model was not forgiving: it’s a volume-based business, with slim margins. “I loved the idea of building a business here, investing in the working communities, and creating an ecosystem that didn’t exist.” Rent alone would have been double, if not triple elsewhere, he admits. “Did I think about leaving? All the time.”īut he didn’t. “This was not a hub for startups, and finding the talent, resources, and mentorship wasn’t easy,” he adds. They also had the hurdles of not being in Silicon Valley, but in Gainesville, Florida. I could spend all my time on Fracture, and not have to worry about debt,” he notes. “I didn’t have any debt back then, which was also helpful.
With the help of Lokesh’s family, they were able to finance the venture.
Granted they started the business in the depths of the economic crash in 2007, which would could explain the slow start.
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