Made in America: Fracture
The University of Florida helped create 15 startups last year, ranking fourth nationally.
One of the many startups UF has helped create in years past remains in our backyard… Fracture. The two former gators who show us the special photo framing process they developed in this months "Made in America."
While most people look at glass and see right through it, two local business men saw it as a way to capture a memory."
"A lot of people print pictures, edit pictures, take pictures, but not a lot of people frame pictures," said Fracture's CEO Abhi Lokesh.
Founded in 2009 by two University of Florida graduates, Fracture takes everyday personal photos and prints them directly onto glass.
"We thought to ourselves if we could come up with a product, an experience to print and frame digitally, that would be something pretty unique," Lokesh said.
Customers upload the pictures onto the Fracture website where they are able to select different sizes and even edit the photos.
"When we actually receive the photo on our end is where we start our… our magic. Which is printing the actual product, packaging it, and all of these steps had to be really thought out on our end. And none of them are perfect, but we're still improving on each one," Lokesh added.
Today, the company has 11 employees and has sold more than 70 thousand Fractures to customers in more than 51 countries.
Fracture has been more than a business for creators Abhi Lokesh and Alex Theodore… they say it's also been a non-stop learning experience.
"I wanted to change the world and I thought the only way I could change the world was at the very, very top. And that's one of the lessons I've learned actually from Fracture… you know, changing the world doesn't mean you have to be doing something, you know, giant," said Fracture's CTO, Alex Theodore.
Lokesh says they want the customer to engage them in conversation from the moment they receive their fracture.
"We want the packaging to come off as conversational, we want the instructions to come off as conversational, we want everything to feel like a story to you or something where you can hear the brand of the voice talking to you."
Lokesh and Theodore say Fracture is more than a product you buy online...
"What you purchase is actually made with real hands in a community probably just like the one you live in," said Lokesh.
Fracture recently developed a method for printing instagram photos, since that photo editing program has exploded in popularity. If you know of other businesses in North Central Florida, tell us about it. Email Anna Carabeo at firstname.lastname@example.org.
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