By Libby Hopkins

The famous photographer Ansel Adams once said, “A great photograph is one that fully expresses what one feels, in the deepest sense, about what is being photographed.” Customers come to see Alex Roche at Fast Frame in Riverview to have their photographs framed because his frames help to express what their photos are saying.

“When customers come in with photos or with art work, I ask them questions about where they got the art work or who is in the picture and where and when it was taken,” Roche said. “We talk about the piece or the photo and we find out that their item has its own little piece of history.” He tries to instill this thought with all his customers.

Roche has been in the frame business for more than 28 years. He got into the framing business after surviving a motorcycle accident. “Little did I know that this was the path that life had chosen for me,” Roche said. He had originally planned on going into the Air Force because it was a family tradition. His father and grandfather both served in the Air Force and he wanted to as well. “I guess I still get to serve the public in one way,” Roche said.

The Fast Frame franchise began in Europe and now has more than 300 locations across the U.S.A., United Kingdom, Japan, Australia and Brazil. Their industry-leading design and craftsmanship guarantee includes a 30-day guarantee on design and a lifetime guarantee on craftsmanship. If you don’t love the look of your finished framed artwork, they will re-craft or redesign your piece, in the same price range, within 30 days of the sale, at no additional charge.

“People come in with their personal items and they are not sure about how to decorate their art, so I educate them on how I can enhance their item,” Roche said. “I give it a little bling, you could say.”

Roche loves working with his customers and supporting local artists in the Riverview area. “I try to help out local artists by letting them hang their artwork in the store and I don’t charge them,” Roche said. “If it sells, all the money goes to them.”
To learn more about the services offered at Fast Frame, visit or call Roche at 655-6400. Fast Frame is located at 6128 Winthrop Town Center Ave. in Riverview. Hours of operation are Sunday and Monday by appointment only with 24-hour notice. Tuesday through Saturday 10 a.m.–8 p.m.

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Libby Hopkins
Libby Hopkins has been a part of the Brandon community for more than 30 years. She is a graduate of USF with a degree in journalism. She has been a freelance writer for The Osprey Observer Newspaper since 2008. She also the Executive Director of Center Place Fine Arts and Civic Association. She is a dog mom to her rescue dog, Marshall. She loves being a part of the Brandon Community and she loves sharing positive news about our community.