Henrico Small Business Spotlight: Gravitas Gallery

Jason Johnson, the owner of Gravitas Gallery, will be the first to tell you there’s no shortage of quality framing shops in Henrico County. But his business stands out for Johnson’s welcoming nature, commitment to his craft and connection to the local art community.

Located at 2081 Dabney Road in Richmond, Gravitas Gallery is a picture framing and art installation business that first opened its doors in the fall of 2021. Johnson, however, has been in the area for far longer. He’s lived in Henrico County for 15 years and consistently been a part of the local art scene since moving to Richmond in 1994.

The word gravitas means “high seriousness,” according to Merriam Webster. For Johnson, it serves as a reminder for his work’s purpose – to give art a presence. For customers, the word can serve as a reminder of a crucial fact – Johnson is serious about art.

After graduating from VCU with a Bachelor of Fine Arts degree in 1998, Johnson dove head first into the world of framing. He worked in the industry for about two decades before he was laid off in 2021 during the COVID-19 pandemic.

“This private equity firm was shutting down our business here in Richmond and moving all of our jobs down to a warehouse in Raleigh, North Carolina,” Johnson explained. “I think I had seven or eight employees who all did picture framing. And we had to train these people how to do our jobs so they could basically outsource... It was pretty wild.”

Johnson stayed until the end, but then there was the question of what to do next. After a summer off, Johnson found the answer from his artist friends who urged him to open his own frame shop. 

He has since become a business owner who takes the utmost care in art framing and installation. His clientele includes everyone from big corporations trying to spruce up their buildings, artists searching for the perfect frames to compliment their works, and local residents looking to preserve beloved heirlooms. Most recently, Johnson framed a delicate, silk flag used by fighter pilots in World War II.

“It was really crazy because it was double sided,” Johnson said of the special project. “It was framed in between two mats and two pieces of glass, so you could flip it over and see both sides of the flag.”

Johnson is a self-described “perfectionist” who takes his craft seriously. But that doesn’t mean he’s aloof. Easy-going in nature and humble as they come, Johnson is the face of a company who wants all to feel welcome.

“I really take the time to explain everything to my customers,” Johnson said. “I really leave it up to them and how much they want to spend to really protect [their art].”

Most of his business comes from word of mouth, Johnson says, because he works with a lot of local artists. One such artist is Ed Trask, a 57-year-old painter and muralist whose works have found homes in the Virginia Museum of Fine Arts as well as the walls of local buildings. 

Describing Johnson as professional, efficient and laid back, Trask says Johnson is easy to work with and creates a judgment-free environment. 

“I get nervous sometimes bringing my art to these framers and these big places, and them going, ‘Ugh, you want me to frame that?’ or ‘How are we going to do that?’” Trask explained. “He's never that person. He's always like, ‘Oh, let's find a cool way to frame this. How can we solve this problem?’”

Johnson has done a lot for Trask – framing his works in simple floater frames, inventing canvas panels for Trask to work on and even installing his paintings at the homes of Trask’s high-end clients. No matter what the project entails, Johnson brings a special eye to the job because he, himself, is an artist. His specialties are photography and Shibori style fabric dyeing.

“He's just an artist, so he sees framing in a very artistic way,” Trask explained. “In other words, he can almost get into your mindset of the individual artist, and then frame to what it is that will probably look better for the painting, or to what my artistry needs.”

Another reason Trask loves working with Johnson is because “he never, ever overprices for anything.”

“Honestly, I've been gouged by a bunch of frame shops,” he said. “[Johnson] never does that. And so, once you get that relationship, you feel confident with him.”

Giving customers “a good, reasonable price” is a top priority for Johnson. Especially since he’s seen how expensive framing can be.

“I feel like a lot of picture framing, especially if you go to these big box places… they just overcharge, and they don't really provide a good product,” Johnson said. “They're not going to give you the best materials or, if they do, they're going to charge you outrageous prices.”

Johnson is proud to say he’s “valued art for a long time.” So, it only makes sense his business goals for 2025 involve a community that feels the same.

“I would like to meet more artists and help them achieve their goals,” he said. “Picture framing is expensive, I know that. So I have a real soft spot for artists, being one myself, and I tend to give them discounts and try to turn things around quickly for them.”

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