Frameless by Design: two pregnant Cherry Hill entrepreneurs launch online interior artwork ecommerce site

Sabra Hess and Dana Gal just launched new interior artwork ecommerce site Frameless By Design, last week. They are also both nine months pregnant.

It may sound like the two Cherry Hill entrepreneurs/moms-to-be have come unhinged, but Hess says the two shared a fit of entrepreneurial spirit and seasonal urgency that motivated them to go from concept to launch in two months. The two started getting more comfortable with WordPress and built their site in a single night, Hess told Technically Philly.

And though the region’s growing ecommerce community may note this new venture and its platform has some work to do, that isn’t too bad for a pair also prepping for motherhood — a good season to do both, they say.

“Spring is an opportune time for people to freshen up their surroundings,” said Hess, who is married to Rezscore co-founder Sean Weinberg. “On a personal level, we were both around seven months pregnant when we started working on Frameless by Design and really felt the urgency to complete the first stages of the launch before we popped.”

Visit the site here.

Frameless by Design turns unusual fabrics into custom wall art by stretching them across canvas. Hess, 29, says they use a technique Gal, 27, developed on her own to decorate her home without spending thousands of dollars on more traditional artwork.

“People kept asking if they could have them custom made. I was already working with Dana on a maternity line but I saw how unique the pieces were, how much people loved them, and how high the demand was for distinct affordable art,” Hess said. “So that day we headed to the hardware store for supplies and started building.”

Hess says the two also hope to serve as positive examples that you can balance starting a business with family life.

“We are two young women starting families and saw this launch as an ideal platform to demonstrate that the balance can exist,” Hess said.

Although both women are due shortly, they are already looking for office space in Philly and looking to expand their product line to include original fabric designs.