We throw around the word disruptor a lot in the startup world, especially at TechCrunch. But Framebridge, a custom framing startup launched in 2014, is actually worthy of that title. And today Framebridge is announcing they’ve closed a $16.7M Series B round, with Gordon Segal, co-founder of Crate and Barrel joining in as an investor.

The round means that the startup has now raised about $37M total, with follow-up funding coming this round from past investors like NEA, Revolution Ventures, SwaN & Legend Venture Partners.

The startup has turned an expensive and cumbersome activity into a cheap and easy one. Previously, to get something custom framed you’d have to go to a physical store where someone would charge you a ton of money and take a long time to frame your memories.

“I built this business in response to my painful experience framing things that mattered to me – the complexity, inefficiency, and prices were ridiculous,” explained Susan Tynan, founder and CEO of Framebridge.

With Framebridge, you send them your piece using a prepaid label (or…