Bill has been around for over 30 years and he is absolutely fantastic. He's great to talk to, offers a keen eye on how best to frame your artwork, and comes up with clever solutions to tricky problems. (He perfectly set a 1/16" thick masonite painting on a mounting frame that let me finally hang my 3' x 4' piece.)
His pricing is fair, he has tons of frame options visible at his shop and will walk you through them in person so you can see what will work best, and he offers quick turnaround times. There's absolutely no reason to go to Michael's when his pricing is so competitive, his expertise is absolutely unmatched anywhere (seriously, more than 30 years of this!), and you get to work with such a nice guy.
If you need ANYthing custom framed, do yourself a huge favor and bring it by Bill's Custom Frames.