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Brothers enjoy larger space to display talents

Rochester Business Journal
July 12, 2013

With their artistic backgrounds and enthusiasm for innovation, brothers Brian and Robin Dettman decided in 2010 to partner on purchasing, and eventually remodeling and expanding, Jerry Williams Creative Arts and Framing in Fairport.
Two years after the Dettmans took over the business, they relocated in March 2012 to the Carriage Stop Plaza in Greece, keeping the business' name.
Their expanded location includes a gift shop and gallery featuring local artists, all of whom have a personal relationship with the owners. The artwork includes photography and paintings, as well as handcrafted pens, colorfully painted glass vases and handmade jewelry. Summer is a busy time for the store.
"When we first made the move, it was nice to have so much space to work with. There was also a lot of good, natural lighting," says Brian Dettman.
Robin Dettman, 67, is a fine art photographer whose work is also featured in the shop. Brian Dettman, 54, worked at the Shopping Bag, a former newspaper circular and advertising source in East Rochester, for more than 25 years and has created numerous paintings and drawings throughout his life.
He enjoys the design aspect of custom products and recently offered new items to his customers, including a new spin on an existing product, the Plak-It. With this, Brian Dettman takes action photographs or headshots of an individual to showcase a specific achievement or memory. These have included individualized high school senior portraits for sports teams, restored war memorabilia in a shadow box, and other photos or certificates with various features.
"I've gotten great feedback on these pieces, and we hope that our custom graphic design is something that might set us apart from other frame shops," Brian Dettman says. "Ever since I was a little kid, I have always drawn and always been an artist. It's just something I have done my whole life."
A majority of their business now involves custom framing, but he hopes to turn custom design jobs that highlight customers' achievements into their best seller.
While the Dettmans compete with chain retailers like A.C. Moore, the local store's ability to offer individualized detail works in its favor.
The shop's customers are people who "want quality, custom framing at competitive prices," Brian Dettman says.
On average, the framing at Jerry Williams Creative Arts and Framing costs $120 to $250, depending on the size and specifics.
The Dettman brothers expect to continue Jerry Williams' tradition of custom, quality framing and is open to new ideas and requests from their customers. Creativity will assuredly remain integral to its offerings.

Katie Burgstrom is a Rochester Business Journal summer intern.

Small Business is a bi-weekly feature focusing on entrepreneurs. Send suggestions for future Small Business stories to Associate Editor Smriti Jacob at

7/12/13 (c) 2013 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

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