Photo by Warrington College of Business

A Vision Takes Shape in Gainesville

In 2009, Abhi Lokesh and Alex TheodoreTedrow co-founded Fracture, a company that would go on to change the way people display their most cherished memories. Their journey began as undergraduates at the University of Florida, where a shared passion for entrepreneurship brought them together. It all started with a nonprofit project for a social entrepreneurship class. But as the two worked closely together, it became clear that they shared a vision for something greater.

The pair’s defining moment came during a transformative summer in Africa, where they spent months working on research and refining their partnership. This trip solidified not only their friendship but also their shared entrepreneurial spirit. “When you spend that much time with someone in a foreign environment, you learn a lot about each other and what you’re capable of,” Abhi shared. It was during this trip that they began discussing ideas for what would later become Fracture, born out of their desire to bring modern, high-quality photo prints to a digital world increasingly defined by smartphones.

The Birth of Fracture: Merging Technology with Tradition

In the early days of Fracture, the team grappled with the challenge of creating a physical product in an increasingly digital world. The idea was simple but ambitious: create high-quality glass prints of digital photos. It wasn’t just about creating art prints; it was about merging the timeless nature of physical photography with the modern convenience of digital images.

The business was born out of necessity and opportunity. At the time, smartphones had just begun to dominate the tech market, and more and more people were taking digital photos that were often never printed. “We were inspired by the idea of creating something that would bring digital photos to life in a way that was both modern and timeless,” said Abhi. But what set Fracture apart was its unique use of glass as the medium for printing photos, making each print not only a unique piece of art but also a conversation piece.

Navigating Challenges: Marketing, Manufacturing, and Scaling

Building a physical product in a digital era presented unique challenges. Unlike app-based startups, Fracture had to contend with the complexities of manufacturing. The founders had to work with raw materials like glass, purchase equipment, and manage inventory—real-world problems that most digital businesses didn’t face. “It was a different world from the usual digital startup,” Abhi explained. “We were physically building something.”

From the beginning, Fracture took a hands-on approach to every part of the process. This vertical integration meant that they were responsible for design, manufacturing, fulfillment, and even customer service. “It felt like we were running three or four different businesses at once,” Abhi said. “We weren’t just designing a product, we were building it from the ground up.”

On the marketing side, Abhi and Alex faced another significant hurdle: conveying the value of a physical product in an online space. While digital products can be explained and sold with a few clicks, physical products—especially something as unique as glass prints—require a more tactile approach. Initially, traditional advertising methods were not working, but they discovered the power of video and television ads. “Video allowed us to show off the product in a way that words and images couldn’t,” Abhi explained. “People could finally see how unique the glass prints were and understand how it would look in their homes.

From Downtown Gainesville to San Felasco Tech City: Scaling Fracture’s Success

As Fracture grew, the need for a larger, more specialized space became clear. The team’s first office was small, and they quickly outgrew it. By 2011, they moved to a slightly larger office in downtown Gainesville, but that, too, was soon too small. “We were running out of space to house inventory,” Abhi recalled. “And that’s when we started thinking about scaling.”

The breakthrough came in 2019, when Fracture became the anchor tenant at San Felasco Tech City in Alachua County. The space provided everything the company needed to optimize its operations, from manufacturing to inventory storage. The move to this state-of-the-art facility marked a turning point in Fracture’s growth, allowing the company to better meet demand and streamline its processes. “San Felasco was the perfect fit for us at the right time,” said Abhi. “We finally had the space and resources to scale efficiently.”

Fracture’s Impact on Gainesville and Beyond

Today, Fracture continues to thrive under new ownership and management, expanding its operations and growing its team to between 60 and 75 employees, depending on the season. The company has moved beyond its humble beginnings, but Abhi credits Gainesville for being an integral part of their journey. “We faced challenges in the beginning, especially with manufacturing, but over time, Gainesville stepped up its support for entrepreneurs,” Abhi shared. “It wasn’t always easy, but there was always the potential for growth.”

While Gainesville presented challenges, especially in terms of space for manufacturing startups, Abhi noted that the city has come a long way. “Gainesville has definitely stepped up its game,” he said. “The investor community, infrastructure, and talent pool have all improved. It’s a lot better now than it was when we started.”

Despite Fracture’s success, Abhi acknowledged that startups often face a ceiling in Gainesville as they scale. “There are times when a company might outgrow the city,” he said. “But that’s not necessarily a problem anymore. Gainesville is adapting and evolving to accommodate growing businesses.”

Looking Back: The Entrepreneurial Journey

Fracture’s story is one of persistence, innovation, and the power of collaboration. From the early days in downtown Gainesville to the company’s successful move to San Felasco Tech City, Abhi’s vision and leadership have played a pivotal role in Fracture’s success. And while he is no longer involved in the day-to-day operations, he takes pride in seeing the company continue to thrive.

“Fracture was more than just a business to me,” said Abhi. “It was a team effort, and I had the privilege of working with some truly incredible people. We built something special, and it’s gratifying to see it continue to grow and impact so many people.”

Today, Fracture stands as a testament to the power of innovation, perseverance, and the importance of the right partnership at the right time. From a small idea sparked in a college classroom to a flourishing company, Fracture remains an integral part of Gainesville’s entrepreneurial landscape, proving that with the right vision and hard work, anything is possible.

Fracture’s legacy continues to inspire new entrepreneurs in Gainesville and beyond, showing that even in a small city, big ideas can thrive.