On the road with Derrick Hicks

Elton Weale owner of Images in Frames with Derrick Despite spending over 30 years in the industry, Derrick loves nothing better than discovering new things about the sector, launching new products and visiting new and existing customers. 4walls spoke to him about his framing journey.

Derrick covers the south of the country including all of London, Kent, Sussex, Surrey, Hampshire and the Isle of Wight, and now the south west too.

“There may have been three changes in identity since I joined the company in 1992, but this business retains what I think is a really unique, family feel.

“In terms of current trends, I think there is an increased understanding about ‘quality’ and this goes for mouldings, specialist glass and mountboard.

“Just in time delivery – as opposed to carrying lots of stock – is now the norm and I think it’s exciting that by providing a fast, efficient despatch service we can help our customers be much more efficient. 30 years’ ago, framers needed much more storage space!”

Derrick’s favourite mouldings include Coastal Woods, Simplicity, Dresden, the decorative Florence along with newer ranges like Micro-tech Veneers and Chaise Lounge.

Looking ahead, Derrick predicts increased reliance on social media to promote the industry and more focus on quality – which should not be undersold!

Derrick married Lynn in the September of 1992, the month after he joined Arquati. They have two grown up children, Matt and Georgie. In his spare time, Derrick likes gardening and DIY, and he is an avid follower of Moto GP (motorcycle racing) and also Manchester United.

He says: “I absolutely love this industry and enjoy a really good working relationship with my customers. This is why, every day, I feel so motivated to do the best for them. I always try to deliver the right recommendations and pride myself on extensive product knowledge. And even after all these years, there is still lots of wall space to fill!

“Customers are definitely getting more creative. Regularly changing their window displays and using the scope offered by Instagram and other social media channels – and they are also more agile. Moving to computer pricing is helping framers to work smarter and not necessarily harder.

Alan James of Smithbrook Framing with Derrick

Chaise longue 281753662

Dresden 338120