Unless you have considerable custom frame design skill and are able to come up with unique frame designs for each photo and have extra money, it is better to go for consistency. There are several advantages to going with a simple consistent gallery frame such as a black frame with white mat.
1. volume discounts
2. frames do not detract from the artwork
3. frames do not detract from your overall theme
4. easier to swap components if one gets damaged
5. you don’t have to be frame designer or pay one
Before you buy anything be sure to talk to the gallery owner. They should have some insight into customer expectation. They can give you advice on if you need basic archival frames or full museum quality archival components and things like UV-filter glazing. If expectations are not that high, save your money and if you run into a customer that wants more just offer to reframe the piece for them. Many galleries have special requirements such as no glass, or only archival quality.
Frame Destination, Inc.