May 16, 2017

Meet S. Fernando Mastroianni of Blackbird Gallery and Framing in Ravenswood and Lincoln Square

Local Stories

Today we’d like to introduce you to S. Fernando Mastroianni.

S. Fernando, can you briefly walk us through your story – how you started and how you got to where you are today.
After working for several major suppliers in the Picture Framing / Wall Decor business in both an International and National sales capacity I decided to start my own business which would allow me to be more involved with my kids’ upbringing.

Originally started on Rockwell Street near Belmont Avenue and Western Avenue selling strictly wholesale. After two years when the “deep recession ” hit and my work space was flooded two times, I then moved to the Ravenswood corridor to tap into retail dollars while struggling to maintain the wholesale business. I was a one man show for several years.

Initially Blackbird did Gallery Openings and we would host artists curated by persons I knew and worked with at the time. I did this to create community and to create a buzz about Blackbird in Ravenswood. What started to happen was that, people were coming to me for custom framing and not for the art, after one year I would do an occasional show and focused on custom framing only.

We are now at a point where custom framing is what we are known for, however we do still have pre-framed art and will soon launch a gift line with one or two items that can be customized.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Not a smooth road at all. Starting a business and juggling 3 kids is never an easy task. I kid around with people that I have two businesses, Blackbird Framing and “Fernando’s Taxi Service “which of course is exclusive to my kids. It was all part of no longer travelling for work and being more a part of their lives. The challenge is and always has been staying as organized and leaving Blackbird mid – day to get the kids from school.

Alright – so let’s talk business. Tell us about Blackbird Gallery and Framing – what should we know?
Blackbird is a premiere custom framing business that has a plethora of choices, from in stock (Internet Specials) mouldings to hand carved gold and silver leaf frames. We will help you find the perfect solution for your art / memorabilia piece so you can enjoy and preserve the memory for years to come.

We believe that everyone should be able to afford custom framing within reason. I am most proud of our team at Blackbird, their passion, design sense and workmanship is unmatched. Michael, Doug and Ron are GREAT and the customers we have love them!

Three words set us apart from other places – Service, Service, Service. All else follows when you have a team that truly believes this in this culture.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
As one of ten kids growing up in a big immigrant Italian family (I came to the USA at age 4) I suppose I owe a lot of credit to my parents and siblings. We grew up giving and caring, thus this is how we run Blackbird.

We are in business to serve our customers and give the best possible solution for their framing needs. I owe a huge part to the guys that are at Blackbird, Michael, Doug and Ron.

Our customers are well informed of the process. We believe in educating them on materials we use. Quality over quantity.

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