Fantastic Framing: eastern suburbs business owner Avi Efrat shares tips on success despite Covid

The pandemic has caused the demise of many a business. But one eastern suburbs director has revealed his secrets to not only surviving but thriving during Covid as he prepares to open his eighth store.

A Dover Heights businessman credits his special forces training with providing him with the skills to expand his empire during the pandemic.

Fantastic Framing founder and Israeli immigrant Avi Efrat started out as just one man and his van doing mobile framing jobs to pay his way through studying a Bachelor of Business at UTS in 2007.

Although it grew slowly at first, business has boomed during Covid with Mr Efrat opening his seventh store in Rose Bay last week with his eighth to launch in Brisbane next month with the entire enterprise now employing 40 staff and boasting 15 mobile vans.

Mr Efrat, who served in the Israeli Special Forces, said he had a lot of compassion for his fellow entrepreneurs and hoped they too could find ways to pivot.

Fine Art Framer Avi Efrat is an eastern suburbs success story. Picture: John Appleyard

“Other businesses they are suffering when I speak to them and suggest they do this or that but often they are so stuck in their ways it’s just too hard for them to change,” Mr Efrat said.

“But it was this adaptation and innovation that lead to our success.

“My background is from Israel where you had to serve in the army and I did the special forces. You have to have a lot of courage, a lot of discipline and a lot of creativity.

“When something hard is happening I find myself functioning best when it is not comfortable.”

Mr Efrat said he has experienced a 70 per cent growth each year for the past four years with his 2022 figure set to come closer to 75 per cent.

Fantastic Framing invests five to eight per cent of profits directly into advertising and making the business stand out online.

Mr Efrat started out with humble beginnings but his business is thriving. Picture: John Appleyard

Mr Efrat said building the e-commerce side of his business was a game changer and urged the government to consider offering grants for struggling businesses who desperately needed to make the switch but lacked the capital.

“I don’t think you can just sit there and expect the government to save you, but if they have say a $10,000 grant to help businesses pivot and you can prove how you will use it, it will help so many businesses.

“You need the courage to succeed and if the government can help you with the financial courage that will make all the difference.”

While about 50 per cent of his business is still reliant on clients visiting his bricks and mortar stores, Mr Efrat said the other half comes through his online store and industry collaborations.

The Fantastic Framing team outside their new Rose Bay store

As well as joining forces with individual artists to frame their work, such as Redfern legend Scottie Marsh and beloved Rose Bay creator of figurative abstracts Yosi Messiah, Mr Efrat has also inked deals with arts marketplace Bluethumb and renowned interior stylist Greenhouse Interiors.

“Partner with other people in your industry,” said Mr Efrat.

“It may sound like they are your competition but they can actually help you to grow.”

The newest Fantastic Framing store is located on New South Head Road in the old Framing and Art Matters premises.

He also has stores in Alexandria, Maroubra, North Sydney, Melbourne and Brisbane.