Crystal Images preserves memories in glass

Mark Ranum and his sister, Torre Froehlich, are the exception to the rule in today's economy - they are downsized workers who landed on their feet.

In February, the siblings opened their own company, Crystal Images, which produces photos made of specially coated glass.

"It's an opportunity we stumbled on," said Mark, the former CFO of a Waukesha-based corporation. "The company in Florida that developed Crystal Images asked my former brother-in-law if he knew of anyone who'd be interested in repping the product. He referred them to me, and, based on the feedback I got, Torre and I decided it would be a good business to get into."

The Crystal Images process involves permanently infusing a digital image into a piece of frameless, stand-alone crystal glass. Another member of the Ranum family, Mark's daughter Kelsey, a graphic designer, performs all work on-site.

While Mark mostly sells to professional photography studios that shoot high school senior portraits, he said their product has applications for a number of industries.

"We do a lot of work for schools in Wisconsin and Illinois, but we've had good fortune in marketing to places that aren't so seasonal," Mark said. "The application can be applied to ornaments and light catchers, corporate recognition pieces and awards, and even permanent remembrance of memorial cards."

Despite a steep learning curve for the photography business, Mark and his family have quickly built Crystal Images into a successful company. It's an accomplishment Mark attributes to the vast corporate experience he and Torre have, Kelsey's technical expertise and the uniqueness of their product.

"I made a number of contacts in the 25 years I was in the banking industry and they certainly haven't been wasted during this new venture," Mark said.. "As a banker, when I sold green money, there wasn't anything beside my personality to distinguish myself from the next person who was selling green money. But with Crystal Images, no other company is selling glass photography. Its curb appeal is so high that nearly everyone who I put it in front of thinks it's great. It's really like selling a work of art."

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JUST THE FACTS

BUSINESS: Crystal Images

ADDRESS: 21515 Sierra Drive, Brookfield

PHONE: (262) 780-2995

OWNERS: Mark Ranum and Torre Froehlich

INCORPORATED: 2011

TYPE OF BUSINESS: gifts/home decor

PEARLS OF WISDOM: "The pessimist sees difficulty in every opportunity. The optimist sees opportunity in every difficulty." - Winston Churchill