by Terri Wiebold

Children’s activity center inside the Parker genUrations store. Photo by Terri Wiebold.

“Forget everything you knew about picture framing,” says genUrations Frame Shop Owner, Zachary Pietlock. “We broke the mold, examined the pieces, threw some out, added some in, and the next generation in picture framing was born.”

The new frame shop will soon be located at 562 East Castle Pines Parkway in the Safeway Shopping Center. Construction and signage was underway in October, but permit delays with Douglas County have postponed the originally-planned November opening.

The newest of four Colorado locations, the store will offer framing of the ordinary to the extraordinary. “You bring it in, and we will find a way to frame it,” said Store Manager Lori Jelinek. “We once even framed a buffalo hide.”

With state-of-the-art technology in framing and 30-plus years of family experience in the framing industry, the friendly and knowledgeable staff at genUrations will transform even the toughest of projects into beautiful keepsakes to last a lifetime. By early next year, the shop hopes to have the ability to digitally capture any item to be framed and display it on a flat-panel television screen with a variety of backgrounds, mats, and frames for real-time viewing.

All the paintings, photographs, and drawings on the walls in each shop are from local artists, including a display of children’s works. “The focus in our shops is very local,” said Jelenik. “We believe it is important to be involved in, and to give back to, the community.”

Come in with ideas or just come in with pictures for a complimentary personal frame design session; even come in with kids to explore the interactive kid’s area. Store hours will be Monday through Friday, 9:30 a.m. to 8:30 p.m., Saturdays from 9:30 a.m. to 6:00 p.m., and Sundays from noon to 5:00 p.m.

For additional information, go to www.genUrations.com. For an update on opening dates, call the Parker location at 303-595-4368 and ask for Lori.