In an unassuming storefront in the heart of Glastonbury, time bends in the hands of Joel Kurlan. At JW Frame Crafters, history isn’t something you read — it’s something you can see, touch, and, thanks to Joel’s unparalleled skill, preserve for generations.
“I started picture framing when I was eight years old,” Joel says. “My mother started the business, and I worked with her for 40 years. Back then, it was a makeshift operation in a basement. Now, we’re in a real retail shop, but the mission hasn’t changed: to connect people to their memories.”
That mission drives every aspect of JW Frame Crafter’s work. Specializing in museum-quality frame restoration, Joel combines old-world craftsmanship with cutting-edge conservation techniques — an art and a science that few have mastered with such reverence.
“Restoration, especially for historical pieces, is about doing as little as possible to affect the original,” he explains. “It’s about integrity. Whether I’m working on a Japanese woodcut from the 1800s or a vintage film poster, I’m always asking: how do I preserve this without changing what it is?”
Using acid-free tapes, conservation-grade materials and museum-approved methods, Joel treats every piece like a treasure. His studio has become a trusted partner for collectors, galleries and museums who understand the irreplaceable value of expert framing. But his work isn't just for institutions—it's for people.
“Someone will bring in an old family photo, sometimes the only one they have of a grandparent or loved one, and they’ll say, ‘Can you fix this?’ And I scan it, restore it and we create something new from the old. That’s the magic. That’s the honor.”
Joel’s most memorable projects speak volumes. There was the antique Japanese woodcut — fragile, weathered, barely holding together. “That piece couldn’t be touched much. I had to engineer a frame that would preserve it but allow it to breathe, to exist on its terms. It was delicate work, but incredibly rewarding.”
Beyond the frames themselves, Joel focuses on client education — empowering people to make informed choices about how they preserve and present their memories.
“Only about ten percent of people have ever walked into a frame shop,” he notes. “If someone comes through my door, it means they want something to last. My job is to guide them to the right materials and methods, not pressure them into something.”
That trust has become a hallmark of JW Frame Crafter’s approach. It’s about the experience, not just the end product. “I want every customer to walk away with a fantastic product that lasts for generations. That’s what matters.”
While the traditions of framing have remained largely unchanged for hundreds of year, “a frame is still a frame,” Joel says, he’s quick to point out how technology has enhanced the process. “Scanning, digital restoration, laser cutting, these tools make us more efficient. But the care? The detail? That’s timeless.”
Even as he honors the past, Joel has his eyes on the future. He’s actively thinking about how to engage a younger demographic, particularly those raised on smartphones and digital photos.
“Young people have thousands of pictures on their phones, but they don’t always connect with them. They’re not on the wall, not in their line of sight. We want to change that. By scanning and restoring old photo albums, we help them rediscover family, friendship and community. We show them the value of print, of memory made tangible.”
One growing trend? Pets. “People love their pets,” Joel says, grinning. “They’ll come in wanting to frame a photo of their dog or cat. That’s a great entry point, and once they see what we can do, they’re hooked.”
At the end of the day, JW Frame Crafters is about more than wood and glass. It’s about storytelling, legacy and love. It’s about honoring what matters most and passing it on with care.
“Framing is how we preserve what people treasure,” Joel says. “It’s how we keep their stories alive.”
JW Frame Crafters
864 Main St, South Glastonbury
Phone: 860-747-2939
Online: Jwhitneyframe.com
Restoration, especially for historical pieces, is about doing as little as possible.
Framing is how we preserve what people treasure.