Former reporter crafts her own story
Diane Daniel, Correspondent

When Shelley Roupas (then Harrell) was a teenager growing up in Greensboro, she knew she wanted to be a television reporter. "There was an anchor who'd come to class to talk to us and she sat on my desk in front. Ever since then I knew I wanted to be in television."

The stories Roupas was most drawn to during her years an a news anchor and reporter in several states were those about female entrepreneurs.

"I always got so motivated by those stories about women being empowered," she said.

What Roupas, 38, hadn't expected was that, after several years in the broadcast industry, she'd end up becoming one of those women.

Since 2002, when her husband was transferred from San Diego to Fayetteville, Roupas has been making customized picture frames in what she calls the "coastal cottage" style. She has since added ornaments and, most recently, bulletin boards to the mix.

In the past five years, Roupas, who now calls Burlington home, has gone from doing all the work herself to having two manufacturers cut the frames, as well as hiring shipping and administrative helpers. "I'm still doing much of the painting myself, but I do have another artist and an art student help out," said Roupas, whose Feel Good Frames products are sold in stores across the country.

Always artsy: "I've always painted," Roupas said. "I think my mother had great artistic talent, and me, I just think I've always been creative. I like fun, whimsical, and happy things."

On the go: Roupas decided to be a stay-at-home mother after her family moved to Fayetteville. "But I loved the rush of journalism," she said, "how everything was different every day. I think that's sort of what moved me to make things. I couldn't sit still."

Doing it herself: She decided to construct picture frames to go in the room of her son Thomas, who is now 5. "I think it's so important to surround yourself with sunny, happy colors and beautiful rooms. And I can't stand generic," Roupas said. "I bought a $25 circular saw from a handyman and got in the garage. A neighbor showed me how to work the saw. I'd be standing there pregnant, with dust all over me and with goggles on. Now I can't even fathom it." She has a second son, David, who is 18 months old.

From art to commerce: Roupas started to take finished frames to show the mothers at Thomas' playgroup. "They were my focus group. It was intimidating to say 'What do you guys think, do you like this?' But I got a lot of great feedback and they loved them. I finally got my nerve up and went to a local store." That store was The Pollitt Selection, owned by Patti Pollitt, who suggested offering personalized frames. "She really became a mentor for me," Roupas said. "She helped me understand the business." Roupas realized she had a new career. "I felt like I was on my way. I wanted to create something I loved that would also contribute financially to the family."

Moving up: By driving to stores in the Carolinas, Roupas picked up 40 more retail outlets. "I think that's where my career helped before. I'd hire a sitter for a day and drive and just show up and say, 'Hey, do you think these would be OK for your store?' For artists, that's the hardest part." In 2004 she participated in her first wholesale gift show, in Atlanta, where retailers shop for store merchandise and has gone to several since. "After Atlanta, I starting farming out some of the work to girlfriends, all stay-at-home moms. Some would paint dots, somebody would tie on ribbons." After her husband took a job in Greensboro, the family moved again. They recently moved to a house in Burlington, where Roupas has a two-room studio for painting and shipping.

Something for everyone: The biggest attraction of Feel Good Frames is the buyer's ability to customize the work. "About 65 (percent) to 70 percent of our products are completely personalized," Roupas said, either through filling out forms at stores or online. "Like there might be a frame with a baby carriage and the baby's name and birth date, or a wedding frame that says 'Shelley and Tom, Happily Ever After.' " Other popular occasions for personalized frames are graduations, Mother's and Father's Day and vacations. The ornaments are circle-shaped flat frames that can be hung on the tree. "We started them in Christmas of 2005 and they're just huge. Everybody wants to show off their photos on their trees." This year she added bulletin boards to the mix. "I was inspired by my children. They do tons of art. So I made one that says 'Thomas and David's Art.' I love hanging their art. It's great for them and I love to see it up."

Giving back: Roupas donates 10 percent of proceeds from online sales of ornaments to the Eastern North Carolina chapter of the Leukemia & Lymphoma Society. "My mom and both grandmothers died from blood cancer, and my dad has been fighting blood cancer for nine years," Roupas said. "My mom was only 54 when she died. That gives me an added element of purpose and drive to do well."

Her story: As to what the future holds for Roupas, "I don't have a big, lofty vision. I'd like to continue to design and create really fun, functional products that make a house like a home. When I started it, my goal was to create something that would work for me and my family. If you want it to happen, you can make it happen. Everybody's got their own story."