Our core beliefs


We believe that many photographers and designers, and their customers, value achieving the highest possible quality.

We don’t believe that “good enough” is good enough, as a “one-size-fits-all” approach.

We believe that the impact of a truly beautiful print makes a difference, and therefore creates a commercial opportunity.

And we believe that quality of reproduction is a key part of the revival and continuation of the photo product and publishing market.

We exist because we feel customers are not best served by current trends with regard to quality. 

We know that the merit of a work lies not just in the eye of the beholder, but also in what it means to the creator - and, whilst not all work appears to warrant best-in-class printing, the creator of the work may disagree and will be prepared to pay for that in many cases.

Moreover, we believe that companies that consistently offer a higher quality of output than their competitors tend to win in the long term - and to do so even more surely if that quality advantage is defensible.

Welcome to a new generation of true photo printing, without the limitations of the past and offering a true step forward in sharpness and colour fidelity