Framebridge, the custom framing company, survived the DTC winter by not chasing the cool kids. An object lesson in survival from one of the last market bubbles. In the late 2010s, at the height of the direct-to-consumer boom, Framebridge founder Susan Tynan was green with envy. Many other venture-backed startups from the era—like Casper, Away, and Glossier—were growing much faster than her custom framing business.