From the Source: My Visit to Nielsen Design in Norfolk
Come with me on a behind the scenes trip to one of the UK’s best picture framing suppliers.
As a picture framer, the quality of what I produce at Emerald Frames needs to be matched by the materials I use. To make sure I’m offering my customers and artists the very best, I recently took a trip to visit one of my key suppliers, Nielsen Design, at their headquarters in Diss, Norfolk.
Craig Finn and John Drury - Regional Sales Managers and Josh Duckitt - Head of Sales.
(My welcoming committee - and cake suppliers)
Putting a Face to the Name
It’s easy to stand at the workbench and order everything online, but there’s no substitute for meeting the people who make it all happen. It was a pleasure to finally meet the office team in person; regional sales managers John and Craig provided a warm and friendly welcome on my arrival, and we spent a productive few hours discussing their latest ranges. It was a brilliant opportunity to see how I can bring some of these fabulous new items back to Buckinghamshire for my own clients.
I was greeted with cups of tea and some homemade shortcake (a huge thanks to Josh for such a delicious treat!). It was also really nice to finally meet Susan; I’ve spoken to her on the phone weekly for years while placing orders, but we’d never had the opportunity to meet in person until now.
Building these strong personal connections means that when I’m sourcing a specific, high-specification frame for a client’s precious artwork, I have a direct line to the experts who know the products inside out. It’s that extra bit of professional service that ensures every piece leaving my workshop is spot on.
A First Look at the Collection
Nielsen is world-renowned for their precision-engineered aluminium, conservation grade mountboards and high-end timber mouldings. Having a tour of their warehouse and seeing the full frame and mount collection in its entirety was a real treat.
Seeing the scale and the slick, professional way they handle their materials gave me even more confidence in the products I’m bringing back to the gallery. It’s one thing to see a tiny corner sample in a catalogue; it’s quite another to see the full-length profiles and feel the quality of the finish firsthand.
Obsessed with these new Bamboo frame profiles. Nieslen have created a chunky and a super slim version of a bamboo frame that are now in stock at Emerald Frames. Can’t wait to see art framed in these!
Behind the Scenes: From Warehouse to Workshop
Getting a look "under the hood" of the Nielsen warehouse was a highlight of the trip. The sheer scale of the operation is impressive, with a huge volume of stock managed with precision. I spent some time with the teams who pick and pack the orders and watched the expert service they provide for cutting frame profiles to size. Seeing exactly how each order is handled and processed gave me a real appreciation for the journey a frame takes before it even reaches my workbench in Buckinghamshire.
What struck me most, though, was the wonderful atmosphere among the staff. I loved discovering that two of the teams in the warehouse are actually married couples working side-by-side. It’s rare to see that kind of family feel in such a large-scale, professional operation, and it clearly translates into the care they take with every order. Knowing that my materials come from such a dedicated and close-knit team makes the connection feel even more special.
New and Unique Options for Your Art
The best part of the trip? I’ve come back with a car full of new framing samples and ranges that you won’t find just anywhere. I’ve hand-picked a few new favourite profiles that are perfect for everything from contemporary photography to traditional oil paintings.
By staying closely connected with top-tier suppliers like Nielsen, I can offer:
Unique Designs: Fresh, modern profiles that give your artwork a truly "bespoke" edge.
Guaranteed Quality: Knowing exactly how and where your frames are produced.
Expert Advice: Firsthand knowledge of the latest trends and materials in the industry.
Come and See the New Ranges
The new samples are now live in the workshop and ready for you to browse. Whether you’re an artist preparing for an exhibition or a collector looking for the perfect finishing touch, these new additions represent some of the best design currently available.
It was a highly productive visit, and I’m looking forward to showing you how these new profiles can transform your artwork.
Pop into the gallery soon—I’d love to show you what I’ve found!