We’re looking forward to introducing you to Val Schaefer. Check out our conversation below.
Good morning Val , we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: Who are you learning from right now?
Right now, I’m learning from my dear friend Susan Boni; a talented artist and framer from *Frames of Mine* in New Jersey. Her fearless use of color and texture continues to inspire me. Through her mentorship and artistic lens, I’m learning to embrace boldness in my own creative voice. Susan’s guidance is playing a big role in helping me grow as I prepare to start art school at MICA this fall.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Val Schaefer and I’m the artist and founder of ValCo Ornate Frames a small but globally recognized luxury brand where I create hand built modern Victorian style frames that challenge traditional ideas of what a frame can be. Each piece is a sculptural work of art built from multiple layers of raw residential wood and frame moulding, finished with bold hand applied color, custom carving, and hidden smart LED lighting that transforms how the art is seen and experienced.
My work has been described as fearless and inventive by leaders in the framing industry. I’ve been recognized for impeccable craftsmanship, modern application of historic techniques, and dedication to creating frames that don’t just surround art, they elevate it.
What began as a personal and therapeutic journey to process life after trauma has evolved into an artistic adventure filled with meaningful collaborations, national recognition, and now a new chapter as I begin my BFA in Painting at MICA. ValCo is for the uncommon collector someone who values history, innovation, and deeply personal craftsmanship.
Okay, so here’s a deep one: What part of you has served its purpose and must now be released?
The part of me that felt compelled to serve as a front-line protector of the weak and those who could not defend themselves had to change. That role shaped me for many years but it came at a great personal cost. These days I use tools of creation and restoration such as paintbrushes, gold leaf and pigment. I am called to build to heal and to bring my version of beauty into the world.
Was there ever a time you almost gave up?
Absolutely. Early in building ValCo I realized that art and business are two very different beasts. Being a passionate artist doesn’t mean you know how to market, price, or build a brand. So I sought out guidance and found a well-known art business “expert.” He has books, credentials, and a reputation for telling it like it is. So I reached out, sent over photos of my work, a little about me, and where I saw things going.
What I got back was brutal. The first 20 minutes felt like a roast. He encouraged me to delete my social media and website, said my branding was off, laughed at my presentation, and insisted my photos were fake because “there’s no way your frames actually look that vibrant.” It was highly recommended that I mimic a framing retailer website and show only one corner of the frame. I was accused of buying social media followers.
The expert did share valuable insights, and I do thank him for those. But here’s the dangerous part; people like him, with real or perceived authority, credentials, and connections, can be dangerous if they forget the weight of their words. The most harmful thing he could have done was influenced me enough to not believe in myself and quit making art. What if I walked away before I ever realized my potential because someone of authority didn’t like my art?
It took a couple of weeks to bounce back emotionally but I’m stronger now. I learned to listen with humility, take what resonates, and store away the rest. Not everyone will understand your work but that doesn’t mean it’s not worth making. Who knows, maybe one day that person will own your art. Life’s funny like that.
Sure, so let’s go deeper into your values and how you think. How do you differentiate between fads and real foundational shifts?
This one’s easy. I trust my instincts. I make decisions based on my personal beliefs, experiences, and creative direction. If something aligns with my values, I’ll explore it. If it feels like noise, I move on.
I actually find the whole “fad” chasing a little odd. I’m not interested in aligning with trends. I’m building something rooted in intention, meaning, and craftsmanship. If that happens to align with a cultural shift, great. But I’m not here to ride waves. I’m here to build something that lasts.
Okay, so let’s keep going with one more question that means a lot to us: What will you regret not doing?
I will regret not pushing my art to its fullest potential and leaving behind a legacy that reflects the depth of my curiosity, discipline, and truth. My time on this earth is finite but within that time I have the opportunity to build something that lasts, something that speaks for me long after I am gone.
Art is not just how I create. It is how I explore ideas, tell stories, and connect with others. If I do not give myself fully to that process, if I let fear, doubt, or comfort keep me from exploring everything I am capable of, I will feel like I let the one of the most important parts of me go unheard.
I want to be remembered not just for what I made but for how fearlessly I made it. I want my legacy to reflect a life spent experimenting, failing, learning, and building beauty through exploration and intention. The only limits I accept are time and mortality. And within those, I want to leave a trail of honest work that shows I never stopped reaching.
If I look back with regret, it will not be about success or recognition. It will be about holding back when I should have gone all in.
Contact Info:
- Website: https://www.valcoornateframes.com/
- Instagram: https://www.instagram.com/valco_ornate_frames/
- Linkedin: https://www.linkedin.com/in/val-schaefer-a36b75241
- Facebook: https://www.facebook.com/ValCoOrnateFrames/
- Youtube: https://www.youtube.com/channel/UClf-QmGQnUDzdS2Ft0cWyrQ
Image Credits
Dillon Miller @Bigdammedia (Instagram)
