About us

At The Beautiful Frame, we believe pride isn’t just found at the finish line — it’s forged in the journey. The hope. The setbacks. The turning points. The breakthrough.

Whether it’s your club lifting a long-awaited trophy or you crossing the finish line of a personal challenge, we design beautiful, data-rich prints that honour the full story — because these moments deserve more than a forgotten stat or a quick scroll.

Who We Are

We’re a small, independent UK-based team of two:

Leigh Riley, an award-winning data designer with 20+ years of experience, and Dean Waldrom, the operational mind behind the mission.

Together, we combine a love of football, deep respect for design, and an obsession with storytelling through data. Every print we make is researched, designed, packaged and shipped by us — right here in the UK — with no shortcuts and no mass production.

How It Started

The idea began in 2014, after Leicester City’s unforgettable promotion season.

Leigh wanted more than a league table or highlight reel — he wanted to feel that season again. The joy, the chaos, even the squirrel Nugent chased across the pitch.

So he designed a visual tribute — a full-season data story.

That one print sparked something bigger. What began as Made by Rileigh in 2016, then The Proud Collective (2018), grew into a project that connected with thousands of fans. In May 2025, after partnering with lifelong friend Dean, The Beautiful Frame was born — a refined evolution with the same spirit and a clearer mission:

To celebrate greatness through design.

Our Promise: Quality Without Compromise

Every design goes through a meticulous process:

• Up to 5 days of in-depth research and design
• Proofed and checked by multiple sets of eyes
• Printed using high-grade lithographic presses
• Hand-packed and shipped by us, in-house

We work with trusted local suppliers for materials, but everything else is done ourselves. This is how we maintain quality, clarity, and care — and why we are rated 4.9/5 and have over 3,000+ happy customers.

Design for the Passionate. Design for the Proud.

Whether you’re celebrating your club’s greatest season or your own personal milestone, our mission stays the same:

To honour the full journey — and give your achievement the frame it deserves.