About Hershey Frame Shop / Caleb Rulli Gallery
A Tradition of Custom Framing & Craftsmanship
Hershey Frame Shop / Caleb Rulli Gallery has been providing expert custom picture framing in Rockport, Massachusetts for over 26 years. Built on a foundation of craftsmanship, experience, and respect for fine art, the shop serves collectors, artists, and homeowners throughout the North Shore and Greater Boston area.
From custom framing to restoration and gallery preparation, every project is approached with care and precision. The goal is simple: to enhance the artwork while protecting it for the long term.
We Create Art Around Art.
This philosophy guides every decision—from material selection to design to final construction—ensuring that each piece is presented at its highest potential.
Meet Caleb Rulli
Caleb Rulli is the craftsman behind Hershey Frame Shop / Caleb Rulli Gallery, bringing decades of hands-on experience in custom framing, restoration, and fine art presentation.
With a background in woodworking, conservation techniques, and design, Caleb approaches each project with both technical precision and an artistic eye. His work reflects a deep understanding of how framing impacts not only the appearance of a piece, but also its longevity and preservation.
Clients work directly with Caleb throughout the process—from consultation to completion—ensuring consistency, clear communication, and a level of craftsmanship that cannot be replicated in high-volume framing environments.
From handcrafted hardwood frames and gold leaf finishes to complex restoration and gallery preparation, every detail is handled with care, experience, and intention.
Experience That Defines the Work
With more than two decades in the industry, Hershey Frame Shop offers a level of expertise that extends far beyond standard framing services.
Core capabilities include:
- Custom picture framing tailored to each piece
- Frame, paper, and oil painting restoration
- Conservation framing using archival materials
- Custom frames and millwork
- Gallery services and artist preparation
This range of experience allows each project to be approached correctly—whether it involves preserving a valuable painting, restoring an antique frame, or preparing a full exhibition.
A Thoughtful Approach to Every Piece
No two works of art are the same, and framing should never be treated as a one-size-fits-all solution.
At Hershey Frame Shop, every project begins with careful evaluation:
- The materials and condition of the artwork
- The environment where it will be displayed
- The appropriate conservation methods
- The style and finish that best complements the piece
The result is a frame that enhances the artwork without distracting from it—providing both visual balance and structural protection.
Craftsmanship & Materials
All work is completed in-house with a focus on quality, durability, and proper technique. Frames are not pulled from stock—they are built with intention using high-quality materials.
Capabilities include:
- Finished corner hardwood frame manufacturing
- Custom millwork and specialized frame profiles
- Gold leaf and traditional gilding
- Opaque and stained finishes
- Period-specific and contemporary frame designs
This hands-on approach ensures a level of quality and consistency that defines the shop’s reputation.
Serving Artists, Collectors & the Community
Hershey Frame Shop works with a wide range of clients, each with different goals and expectations.
Artists
Artists rely on professional presentation. We provide framing, stretchers, and panels designed for gallery exhibitions and consistent body-of-work presentation.
Collectors
Collectors trust us for museum-quality framing and restoration that protects both the condition and value of their artwork.
Homeowners
We help homeowners preserve meaningful pieces while ensuring the framing fits naturally within their space.
Galleries & Designers
We support exhibitions and design projects that require precision, consistency, and a high standard of presentation.
Rooted in Rockport, Serving the Boston Area
Hershey Frame Shop / Caleb Rulli Gallery is located at 18 Railroad Ave #2 in Rockport, MA. We proudly serve clients within a 30-mile radius, including Boston, Cambridge, Gloucester, and surrounding North Shore communities.
Trusted by artists and collectors across the North Shore for over two decades.
While rooted in Rockport, the shop has built a strong reputation throughout the Greater Boston area for quality work and reliable service.
A Studio Built on Quality, Not Volume
Hershey Frame Shop is not a high-volume production business. The focus is on doing the work correctly, using the right materials, and taking the time needed to achieve a proper result. This approach has built long-term relationships with clients who value craftsmanship, consistency, and direct, honest service. Every project—whether large or small—is treated with the same level of care and attention.
What Clients Are Saying
Hershey Frame Shop is known for its craftsmanship, attention to detail, and ability to bring out the best in every piece.
Hershey Frame Shop provides beautifully designed and meticulously crafted work for a wide variety of art, documents, and memorabilia. Caleb Rulli's discerning aesthetic eye always brings out the best in each unique piece… I am delighted to give him and his shop the highest possible recommendation.
— Michael Wheeler
Gloucester, MA
Hershey Frame Shop has provided me with quality art framing services for over a decade. The work makes my photography and digital art look its best, and the frames have held up through exhibitions thanks to Caleb’s careful material selection.
— Adrian Lauterstein
Rockport, MA
Caleb Rulli has been framing pieces for me for years, providing museum-quality work. He takes the time to guide artistic, archival, and practical decisions. The work is always superb. The shop is a Rockport hidden treasure.
— Heather Atwood
Rockport, MA
To a serious collector, Caleb is indispensable. He combines technical expertise with a knowledgeable eye for historically accurate framing that enhances each piece—something rarely found, even among framers in New York and Boston.
— J.S. Newberry
Beverly Farms
FAQs About Hershey Frame Shop
How long have you been in business?
We have been providing custom framing and art services for over 28 years.
Do you build frames in-house?
Yes, all custom frames and millwork are completed in-house to ensure quality and precision.
Do you offer restoration services?
Yes, including frame restoration, paper restoration, and oil painting restoration using conservation techniques.
Do you work with artists and galleries?
Yes, we provide gallery preparation, framing, and support for exhibitions.
Can I schedule a consultation?
Yes, you can call to discuss your project or schedule a visit, including Saturday appointments.
Contact Hershey Frame Shop
If you are looking for expert custom picture framing, restoration, or gallery services in Rockport or the Boston area, Hershey Frame Shop / Caleb Rulli Gallery is ready to help.
Call now to speak directly with the shop and start your project.
Phone:
(978) 546-2655
Email:
crulli@hersheyframeshop.com
Address: 18 Railroad Ave #2, Rockport, MA 01966
Business Hours:
Monday: 9:30am – 6:00pm
Tuesday: 9:30am – 6:00pm
Wednesday: 9:30am – 5:00pm
Thursday: 9:30am – 5:00pm
Friday: 9:30am – 5:00pm
Saturday: By Appointment Only
Sunday: Closed
Click to call now and get started with custom framing built to last.
