With over 30 years of combined experience, Lloyd Haddad and Keith Wicker bring expertise, a fresh vision, and expanded offerings to custom framing in San Francisco. They handle everything from individual frames for treasured family portraits, to providing bespoke framing solutions to interior designers, to working on complex art restoration projects. They now own and operate four successful framing shops in San Francisco: Capricorn Framing on Geary Boulevard, and the three locations of Walter Adams Framing in the Fillmore District, Presidio Heights, and West Portal.
GGBA: What led to the expansion of your business to the three locations of Walter Adams Framing you have now?
Lloyd Haddad and Keith Wicker: After starting Capricorn Framing in 2006, we purchased Walter Adams Framing in 2023 as an expansion to our already successful custom framing business. With three additional locations, we knew that Walter Adams Framing would fit our business model with a few modifications. Not only have we upgraded our offerings and products to better fit our clients’ needs, but we now also specialize in conservation and archival framing. We offer personalized attention and expert design consultation to provide unique solutions for custom art framing. We work closely with designers and clients to provide solutions to their art and framing needs. We have created a diverse workforce and developed a very diverse clientele.
GGBA: Why did you decide to create your business?
Lloyd Haddad and Keith Wicker: When we started in the framing industry in 2006, the idea of archival and conservation framing was still fairly new (only a couple of decades old). During those early years, we encountered many pieces of art that were poorly framed, and the art was being damaged. In an effort to change the industry, we have specialized in preservation framing and building our business around the motto of “Do it right the first time.” With this in mind, we have been working with some of the most well-respected interior designers in the Bay Area. But our work extends to the general population and nonprofits as well. Everyone has something to frame, and we help you frame it the best you can.
GGBA: Why did you decide to join the GGBA, and how long have you been a member?
Lloyd Haddad and Keith Wicker: This is our second year as a member of the GGBA. We were referred to the organization by Charles Symes of Alegre Heath Care. We were fortunate enough to be attend the Power Connect event last year at San Francisco City Hall.
GGBA: Do you go to the GGBA monthly Make Contact networking events? Have they benefited you and your business, and would you recommend them to others?
Lloyd Haddad and Keith Wicker: We have been to a few of the networking events as well as the anniversary party. It is important to frequently attend these types of gatherings to keep your name and face in front of everyone. Also, utilizing the GGBA directory when we need products or services can be a big plus in networking.
GGBA: What other advice would you give to someone who is thinking of starting their own business?
Lloyd Haddad and Keith Wicker:
When starting a business, make sure that you are fulfilling a need for your clients. It’s important to be a solutions provider. Once you have established the business you want to start, make sure you have a sound business plan, specific marketing plan, and enough funding to carry you for a few years while you become established. Consistent marketing and promotion are key to getting your business name and products out to the market. That all being said, be open to change … change means that we’re paying attention to the needs of the market and functions of the business.
GGBA: Is there anything else that you would like to share?
Lloyd Haddad and Keith Wicker: We look forward to continuing our participation in GGBA and learning from other businesses. Sharing knowledge is key for everyone to continue to grow. One of the aspects of our business is to educate the public on preservation and proper treatment of documents, artwork, 3-D objects, and collectibles. Keep an eye on our social media posts because, while we like to show off our work, we also post educational tidbits and links to our framing blogs that will inspire you!
Capricorn Framing https://capricornframing.com/
Walter Adams Framing https://walteradamsframing.com/
GGBA Member Spotlight
Published on June 26, 2025
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