A PICTURE frame manufacturer honoured by the Queen has gone bust with the loss of 55 jobs.

Viewframe Pictures, a family business founded more than 20 years and based in Foots Cray High Street, went into liquidation last week. It blamed tough overseas competition, especially cheap imports from China.

In 2004, the firm won a Queen’s Award for Export Achievement after soaring overseas sales of its frames and prints.

Managing director Steve Holmes and his mother Eileen went to Buckingham Palace to meet the Queen and tell her about their business.

Last month Steve Brice, secretary of the Queen’s Award Office, visited Viewframe House as part of a flagwaving mission to celebrate the award’s success and encourage more local firms to enter.

But since winning the award, Viewframe, a supplier to major UK outlets like Wilkinson and Matalan, faced increasing competition from overseas.

The company battled to keep local manufacturing and jobs, but sales fell and the company became overstretched at the bank.

Last week, bankers called in administrators to sort out the company’s affairs, the factory was shut and all 55 employees laid off.

Mr Holmes told the Extra that he was gutted by what had happened. He was disappointed for the staff, many of whom had been with the firm for many years. His father John who founded the company in Gillingham in 1987 was very upset, he said.

"It was tough and had been tough for quite some time but the plan was to continue trading and get through it," he said. "The staff were fantastic, many came up and gave us a hug and a kiss and said how sorry they were for us. This has been my life. It’s absolutely awful."

He added: "China killed it for us. By the time this trade realises what’s happening, it’s too late."

Mr Brice said he was saddened by the news. The Queen’s Award Office carried out thorough checks of every company recommended for an award.

"Because these checks are so thorough, we satisfy ourselves beforehand that a company is fit for purpose and worthy of an award," he said. "But obviously what happens thereafter is outside the remit of the awards. There’s no ongoing assessment once the award has been granted.

"On a personal level, it’s saddens me to hear that what on the face of it appeared to be a fantastic company has found it difficult to remain in business."