40 years of photo framing and posters at Aztec Graphics 

Billed as “art and framing for everyone,” Aztec Graphics, one of San Diego’s most affordable picture framing and poster stores, has been a mainstay in Pacific Beach since 1991.

“We make probably 90% of our ready-made frames,” noted Barbara Bailey who, along with husband Rick, co-owns the 40-year-old family-operated business at 1439 Garnet Ave. She added, “We also started an online store called The Modern Wall Framing Co.”

However this time of year, with school returning, the company’s focus has temporarily switched to posters. Bailey pointed out that it is now unofficially “college season,” which means that, “We sell a lot of posters and my husband will be at San Diego State in front of the bookstore for eight days straight selling posters to the college kids. We’ve done that for about 40 years.”

Of the origin of Aztec Graphics, Bailey noted they started at Kobey’s Swap Meet years ago in the Midway District. “We had a booth, we didn’t have frames,” she said. “We sold posters. The first day in business we had 50 framed pictures leaning against cinder blocks on the ground. So, literally, we started from the ground up.”

Aztec Graphics also has a warehouse in Santee where they shrink-wrap their posters. Bailey conducted a tour of their brick-and-mortar shop, going into the backroom where their son Tim was busy filling custom-framing orders. “They (crew) do all the shipping here and then they help me out front,” noted Bailey.

“We sell more frames online, technically,” said Tim Bailey adding, “We’re on Etsy, Amazon, and eBay. Ninety percent of our sales are on Etsy. It’s like a high-end, pre-made frame and they (customer) put their own art in there.”

“That’s for The Modern Wall,” added Barbara Bailey pointing out Aztec Graphics sells posters, as well as custom frames, online.

Asked about the cost range for framing, Bailey replied, “It’s whatever your budget is. I work around any budget.”

The multitudinous posters in the store are grouped according to categories: movies, novelties, personalities, sports, music, surfing, etc.

A customer, John MacDorman from Bird Rock, came into the store on a Friday afternoon. He was working with Bailey on a hallway poster-framing project. Bailey told him, “We got that poster in.”

“Of Tiger (Woods)?,” exclaimed a surprised MacDorman adding, “She’s (Bailey’s) doing an awful lot of work for me right now. I’m building a wall of fame with all the GOATs – Muhammed Ali, Michael Jordan. My son’s into racing (holding up a poster) and Monaco is the race to win.”

Added MacDorman: “She’s (Bailey’s) doing everything for me. I buy her posters. I get some of the stuff online. It (his wall) is basically a conversation starter. It’s inspirational. I can buy what I want here. Get what I want here. It (his hallway now) has got a little bit of eloquence to it. I love this shop. I love Barbara. I love the whole business.”

Bailey said Aztec Graphics’s clients are a diverse lot. “People come from all over, from all over the city,” she concluded.

AZTEC GRAPHICS

Where: 1439 Garnet Ave.
Hours: Mondays-Fridays: 11 a.m.-6 p.m., Saturdays: 11 a.m.-5 p.m., Sundays closed.

Contact: aztec.graphics@yahoo.com, 858-272-7760.