How WhiteWall wins with craft and care, with Petra Felgen

Have an idea or tip? Send us a text! Your photos are better than a quick drugstore print, but what actually makes a premium print feel like art? We sit down with Petra Felgen, CEO of WhiteWall, to unpack how a high-end photo lab delivers gallery-grade wall art at scale without giving up the craftsmanship that photographers and design lovers care about. Felgen gets specific about what “premium” really means: Producing in-house near Cologne, offering a huge range of materials from fine art paper to acrylic prints and aluminum dibond, and pairing it all with handmade custom framing. Felgen explains why frames and finishing have become just as important as the print itself, especially when wall decor needs to match interior design and hold up as a true keepsake. We also dig into who WhiteWall serves and how they reach them, from ambitious hobbyists to professional photographers to B2B buyers outfitting offices, hospitality spaces, and large projects. Felgen discusses why why in-person stores, gallery partnerships, and online consultations still matter, how Whitewall supports pros with fulfillment and Shopify integration, and why disciplined marketing beats chasing every new channel. She also shares how new products like linen-cover photo books and calendars make the roadmap only when they meet the brand’s quality bar. The Dead Pixels Society Podcast is powered by ScanMyPhotos, serving the photo industry for more than 30 years. ScanMyPhotos ScanMyPhotos provides professional digitization services for photos, negatives, slides, and more Energize your sales with Shareme.chat, the proven texting platform.  ShareMe.Chat  ShareMe.Chat platform uses chat-to-text on your website to keep your customers connected and buying! Mediaclip Mediaclip strives to continuously enhance the user experience while dramatically increasing revenue. Buzzsprout - Let's get your podcast launched! Start for FREE Visual 1st Visual 1st is the premier global conference focused on the photo and video ecosystem. Photo Imaging CONNECT The Photo Imaging CONNECT conference, March 2027, at the RIO Hotel and Resort in Las Vegas, N Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you. Support the show Sign up for the Dead Pixels Society newsletter at http://bit.ly/DeadPixelsSignUp. Contact us at [email protected] Visit our LinkedIn group, Photo/Digital Imaging Network, and Facebook group,  The Dead Pixels Society. Leave a review on Apple and Podchaser. Are you interested in being a guest? Click here for details. Hosted and produced by Gary Pageau Announcer: Erin Manning