THE ART AND FRAMING MAGAZINE FOR PROFESSIONALS
NO. 40. 2021 Brought to you by
The Gossips
Tori Ratcliffe
One Wall Two Walls Three Walls Four Walls
WELCOME! Welcome to Issue 40 of 4walls! It is great to read about the feelings of optimism that many of our featured framers talk about in this issue – it is certainly proving to be a busy summer. In this issue we have a number of articles around sustainability and our cover artist Tori Ratcliffe is a fantastic example of someone who is really helping the environment while building her business as an artist. Sustainability is becoming increasingly important to many consumers and so we have included some thoughts on best practice on pages 12 & 13 and bring you news of an interesting new initiative called Art / Switch on page 26. We caught up with some of our former Larson-Juhl Scholars recently and on pages 6, 7 & 8 they tell us how their businesses are now thriving. Supporting the industry is really important to us and so it is fantastic to see how
the Guild’s Scholarship programme has helped framers to build and grow their enterprises.
answers a framer’s query on mount decoration on pages 30 & 31.
We are incredibly proud of our range and quality and so opening our new showroom was very exciting – enabling us to showcase our mouldings, mountboards, glass and sundries. Page 10 tells you more about this new facility and there is an open invitation to all our customers to visit.
Delivering great service to our customers is a top priority for me and my team. We have been doing a lot of work around this and I thought it would be good to include a reminder of who covers which part of the country. On pages 24 & 25 we feature all the area sales managers and in each issue we will include a more in-depth piece on one of them. This time it is Lisa’s turn!
Illuminapp is an exciting new digital innovation from Bailey Arts which is explained on page 11 and we also feature Trent Art Framing, We Frame It, Portfolio Fine Art, Galleryi, The Framed Picture Company and Mi-Frame in this issue – who all have great stories to tell. In response to customer feedback, we have made several improvements to our website in terms of online ordering and pages 16 & 17 contain a pull-out guide. Jon Price shares his second mount design masterclass on pages 28 & 29 and Lyn Hall
I hope you enjoy the read and if you have any suggestions or comments regarding 4walls, I would love to hear from you. Also, do please follow us on social media.
Matt Matt George, Editor mgeorge@larsonjuhl.com @4wallsbyLJUK @4wallsbyLJUK @4wallsbyLJUK
3. Simply Stunning
Showcasing our Simplicity range
CONTENTS NO. 40. 2021
4. Tori’s Story
Championing conservation with art
6. Scholars Revisited
Take a look at what four of our scholars have been up to
14. Framing Brilliant! Trent Art Framing
16. New online ordering features A pull-out guide
18. A Portfolio of talent
The importance of sustainability
19. Bring on the bothys!
Catching up with We Frame It THE ART AND FRAMING MAGAZINE FOR PROFESSIONALS
20. Picture Perfect!
The Framed Picture Company
22. Making the most of mountboard New guidelines
23. Reopening Success Speaking to Galleryi
24. At your service
The area sales managers
25. A framing career by design Meet Lisa
26. Art /Switch Foundation! A sustainable art initiative
27. Dates for your marketing diary Awareness days to add to your calendar
28. Mount decoration (part 2) A masterclass with Jon Price 2
30. Ask the experts Easy mount decoration
8. Society of Graphic Fine Art sponsorship The SGFA Centenary Open Exhibition
9. Miles Ahead!
Developing Mi-Frame during the pandemic
10. Welcome to our new showroom Take a look around
11. A light bulb moment! Introducing Illuminapp
12. Sustainability best practice Small changes you can make
S I M P LY
STUNNING The Simplicity range is becoming an increasingly popular choice for framers looking for a premium solution with mainstream appeal. Simplicity is an easy to use, everyday collection which is ideal for family photographs, paintings, drawings and textiles, along with sporting and music memorabilia. It looks particularly good with landscapes and contemporary artwork. Although it is an uncomplicated moulding, Simplicity provides a stunning finish to any piece – traditional or modern. It is available in ten shades – Maple, Whitewashed Oak, Whitewashed Walnut, Walnut, Gold, Ebony, Whitewashed Grey, Embossed Teak, Embossed Oak and Embossed Walnut. With its stylish foil finish, Simplicity not only looks great - the range contains 36 products that are FSC certified. This means that the timber used has been lumbered in compliance with sustainable forestry policies and is also fully recyclable.
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As Old As Time Tori and her dog Spud
You talking to me?
TORI’S STORY Tori Ratcliffe is a hugely talented Edinburgh-based artist, who is championing conservation at the same time as providing collections of beautiful water colours and charcoals for her ever-increasing fan base. Steven Smith at Edinburgh Arts who sells Tori’s work is hugely impressed with her talent, energy and passion for the environment, alongside her capacity to produce a high volume of limited-edition paintings.
Woodland Prince
Call of the Wild
Tori was born and bred in Hampshire and was first introduced to watercolours by her aunt when she was 21. Tori does not have the patience for the traditional method of painting so she developed her own unique style. Steven picks up the story: “In the years that we have been working with Tori, she has fast became one of our most in demand artists. Her paintings can be seen as a reflection of her own personality – vibrant, creative and dynamic, while embracing her joy of life.
time. Critical to this is the working relationship we have with LarsonJuhl and our area sales manager, Lisa Fraser Orrick. With global supply chain issues having an impact around the world, particularly due to the pandemic, having the capability to forward plan our moulding and mountboard supply with LarsonJuhl has become an essential tool to guarantee a continuous supply of those essential materials.”
“It became clear very early on that Tori’s approach to painting wildlife was different to anything that we had encountered. There is a loose freedom in the manner she applies the paint, before defining the portrait using simple but well-placed line marks. Her use of colour in her paintings marries the colours found in the animals themselves, as well as the colours found in the landscapes they call home. In contrast to this, most recently Tori has been experimenting with chalk and charcoal sketches, adding a further element to her artwork – it’s always exciting to see our artists grow and develop their skills the longer we work with them.
INSPIRATION
“As Tori’s popularity continues to grow, so does the demand for her prints and cards. Popular images in print include ‘The Clash’, ‘Gone with the Wind’, ‘Call of the Wild’, with ‘Ginger and Biscuit’, ‘Head of the Highlands’ and ‘Woodland Prince’ selling strongly from her new collection.
“Being open edition giclée prints, we combine the affordability of open edition, alongside the longevity of high end giclée printing, to create an affordable range of prints to suit most budgets that will retain their vibrancy for years to come.” “As Edinburgh Arts continues to grow, we rely heavily on our suppliers to provide their materials and services on
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Tori told 4walls that: “The inspiration for my style of artwork has many sources. A love of fashion illustration introduced me to the idea of combining pen and wash, whilst an interest in the works of artists such as Jackson Pollock and Ralph Steadman helped me embrace the joy of the paint splat! My love affair with the ink pen comes from my time at college where I studied Graphic Design and Illustration. “I managed to develop my skills as a painter in between my studies at University where I earned a FirstClass Honours Degree in Creative Advertising. After leaving university I decided to leave advertising behind and try to make something out of the small painting business I’d built up on the side. Within a year I had begun to fully establish myself as a working artist, exhibiting in many galleries and spaces, including the prestigious Mall Galleries in Pall Mall, London, where I had been short-listed for the international ‘David Shepherd Wildlife Artist of the Year’ competition. And now I have a fantastic studio space in Edinburgh!”
A selection of Tori’s Smol and Tiny paintings
Tori is hugely appreciative of the part framing can play. “You should hear me squeal when I see my artwork framed,” she says, “quality framing adds another 25% to its ‘goodlookingness’!” Chin up, love!
4walls especially loves her ‘Smol’ and ‘Tiny’ ranges which are miniature works at affordable prices that have proved to be very popular. “Art should be accessible,” Tori told 4walls. The inspiration for her smaller pieces came as lockdown hit and she was worried about consumer demand for art. “As it turned out,” she says, “lockdown worked in my favour as through Instagram more and more people are seeing the value in supporting small businesses.” Tori was very pleased to hear about Larson-Juhl’s growing range of sustainable products as she is hugely committed to conservation.
Hello Friend
CHARITY As an animal artist, Tori has a huge passion and respect for the natural world. She says: “The impact that humans have had on the natural world has been, at times, pretty devastating. We are losing wildlife at an unprecedented rate due to things like habitat loss, climate change and poaching. “This is why I have partnered up with several wonderful charities that I trust, and whose work in conservation is second to none when it comes to protecting and preserving our planet and its species. I genuinely believe that if we all pull together we can help preserve our planet’s remaining wild spaces and the animals that inhabit them, but we have to act now and we have to act fast.” Since 2015 almost £26,000 has been raised through the sale of Tori’s artwork and prints, and donated to various charities including Trees for Life, Pygmy Hippo Foundation and the Bumblebee Conservation Trust.
Follow Tori on Facebook and Instagram @toriratcliffeart toriratcliffe-art.co.uk edinburgharts.com
Head of the Highlands
Steven Smith
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Twister
The Clash
SCHOLARS REVISITED The Larson-Juhl scholarship scheme was launched back in April 2016 as part of the business’s commitment to supporting the framing industry and investing in future talent. The programme is aimed at existing framers who already own – or are hoping to own – their own business and the winners benefit from the GCF(APF) examination and examiner’s fee, GCF(APF) study guide, and free access for one year to selected seminars, study days with Advanced GCFs and workshops held by the Fine Art Trade Guild. 4walls spoke to four former winners to see how they have thrived: Jonathan Birch (Dovetail Framing), Jilly Higton (Dandelion Picture Framing), Harriet ‘Beanie’ Wallington (8 Bells Gallery) and Justin George (George the Framer). To find out more about the Scholarship scheme, go to the Fine Art Trade Guild website fineart.co.uk
Jonathan Birch
Jonathan Birch Jonathan Birch of Dovetail Framing was one of the first scholarship winners – and he has been reaping the benefits ever since. When he started his business, he joined the Guild straightaway. His commitment to working to the highest standards then led to a desire to get qualified, and his application to the scholarship scheme. Today, Dovetail Framing is enjoying a very buoyant sales period and Jonathan told 4walls: “I am not only seeing an increase in demand for framing but also a willingness to pay for quality. Many of my customers are now looking to frame and preserve valuable artwork and they want these items treated properly with top quality framing. Where the Guild qualification comes in, is that customers are unlikely to understand the intricacies of framing, but they do understand professional quality standards and guarantees.” Interestingly, Jonathan is also noticing an increasing consumer awareness around sustainability. Especially with regard to where products come from and the type/amount of packaging. Despite now being a highly experienced framer, Jonathan still finds the Guild’s technical support incredibly useful and feels that his membership helps with driving and converting sales enquiries. Facebook, Twitter and Instagram @dovetailframing dovetailframing.co.uk
Jonathan is a big fan of Larson-Juhl’s mountboard. “There is a great range of colours. The cutting quality is excellent. And stock levels are great. There is never a problem with availability.”
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Harriet Wallington Harriet ‘Beanie’ Wallington grew up around the family gallery, indeed both art and framing are in her blood! Her father Mark launched 8 Bells Gallery in Tetbury over 30 years ago – and Beanie was a student of fine art at Bristol UWE. Today, Beanie is something of a creative dynamo, always looking for unusual objects to frame. She feels the market is incredibly strong at the moment. She told 4walls that: Jilly Higton
Jilly Higton Lancaster-based Jilly Higton describes herself as very much a traditionalist, doing everything by hand – which means her attention to detail and commitment to standards are exemplary. She credits this level of professionalism to her time spent with Lyn Hall and Steve McKee – when training and in the run up to her exams. Being a one-woman business, keeping up with the latest best practice via the Guild is really important to Jilly and she gets huge amounts of value from her membership, which all started when she won a Larson-Juhl scholarship in 2018. “Once accredited, I really did grow in confidence and that benefited my business in all sorts of ways.” Jilly became a big fan of Larson-Juhl mountboard under Lyn’s pupillage – especially as it is made up the road in Kendal. “The conservation and preservation role that board can play is a very significant one,” in Jilly’s book. Her favourite work includes canvas stretching, tapestries and cross stitch – along with memorabilia. Jilly originally got into framing so she could work from home around her three children but alongside her framing business, Jilly still works part-time for the NHS as a medical secretary. She is a busy lady – but wouldn’t have it any other way!
“Post lockdown, lots of people – including younger generations are spending money on their homes. Taking pride in their interiors. And this has resulted in a strong demand for framing.” Beanie won a Larson-Juhl scholarship in 2018 and passed her GCF (APF) with distinction. This qualification has really helped her develop as a professional framer and she feels it has given her the confidence to deal with the full spectrum of customers – some of whom have very valuable art collections. 8 Bells’ clientele includes royalty! Beanie thinks that design choice is so important when talking to customers. The gallery buys in almost all of their mouldings as chop. This takes away their concerns about which moulding they have in stock and allows them to choose from a very wide palette. Beanie is optimistic about the future and is looking forward to taking over the running of the gallery when Mark retires at some point in the future. 8bg.co.uk
Facebook @dandelionpictureframing dandelionpictureframing.com Harriet Wallington
Harriet Wallington
Jilly Higton
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Justin George
Justin George We featured Justin in Issue 32 of 4walls when he was still relatively new to the world of framing and had just won a Scholarship. It is great to see how his business has developed and how he is really benefitting in terms of skills, confidence and momentum having invested so much time and energy in getting established. Now in its fifth year, George the Framer is thriving. He is a big fan of the Guild: “Everything they said would happen has happened on the back of my qualifications. And as I have built my business and built my confidence, I can see that CPD is a natural progression for me. It really is best practice and makes sure I am giving customers the very best advice. “Last summer, I took part in Larson-Juhl’s webinars which were great through lockdown and now I am a regular at London branch monthly Zoom meetings – we swap notes and it is great to keep in touch with 30+ framers.” https://larsonjuhl.co.uk/webinars Commercially, it is all making sense too: “I have invested in pricing software, put prices up and am getting the benefit. And getting more customers – who in turn are recognising the quality of my work and consequently willing to pay more for it.”
happy with that! I am a big fan of contemporary art, I like to keep informed of current design and decor trends which helps create something unique and interesting.” Justin’s favourite Larson-Juhl mouldings include Black Oxide 230132, which is a real staple, and Petite II. He says these frames are: “Ideal for all types of art – traditional and modern. I find these frames have a much higher quality finish than others on the market – which is needed for my premium jobs.” Justin believes sustainability is becoming increasingly important:
“I like to have the FSC and PEFC information to hand so I can pass it on. Personally, I am concerned about where products come from, and about wastage. And more and more Millennials are bringing this up. This generation is very much a growth area for me. They shop with a conscience – and are willing to pay more accordingly.” Facebook and Instagram @georgetheframer georgetheframer.co.uk
Justin is loving the positive feedback he is getting via word of mouth and indeed Instagram, his favourite channel. “Edgy and quirky is how the studio was recently described – I am very
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LARSON-JUHL SPONSORS THE SOCIETY OF GRAPHIC FINE ART The Society of Graphic Fine Art, or The Drawing Society as it is otherwise known, is a society dedicated to promoting fine drawing. The SGFA was originally started by a group of artists in 1920 who were rebelling against the Cubist movement. Now, the society’s members include professional artists from the UK and around the world and they hold regular exhibitions around the country. Larson-Juhl is always looking for ways to show its support for artists in the UK, and what better way than by sponsoring the SGFA Centenary Open Exhibition, which celebrates work from artists covering all facets of the contemporary art world, working
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in many diverse mediums and subject matter including abstract, animal kingdom, landscape, portrait and still life. The exhibition was originally planned to take place in 2020 but was postponed by a year due to the pandemic. The SGFA have launched a new exhibition space on their website, which will showcase the Centenary Open Exhibition alongside the physical exhibition. sgfa.org.uk
Miles Ahead! In this issue, 4walls had the pleasure of speaking to Miles Meager from Mi-Frame about how he has used the pandemic as an opportunity to develop his business and pursue his passions! Coming from a family of artists, it is unsurprising that Miles has always had a keen interest in art and his journey into framing began as a hobby after offering to frame some of his family’s work. Miles is now a Guild Commended Framer and member of the Fine Art Trade Guild since 2013 and has been framing for over 20 years. In this time, his business has moved from strength to strength. He opened his framing shop Mi-Frame in 2002.
discussing samples with his area sales manager Seb to ensure that he is stocking a good range of products. One of his favourite mouldings is the Simplicity range as it makes the art stand out. The new gallery and framing workshop is located near Bishops Frome, and is now available to visit by appointment only. You can also find Mi-Frame via their website below!
During lockdown, Miles made the huge decision to move his business to a much larger premises. He said: “This move has been in the pipeline for a long time, but the pandemic was definitely a major reason for moving now. It’s an opportunity that I couldn’t pass up, it’s not often that you have so much time to commit to a project!”
www.mi-frame.co.uk
Miles took on the new space as an empty shell and has invested in creating his ideal workshop and gallery - he has always wanted to expand the gallery side of the business, so he hopes that the new space will enable him to better display the prints he has on offer, which include a selection of children’s illustrations, movie stills and work from both local and published artists. He is also looking to display his chevrons on the wall of the framing workshop, many of which are Larson-Juhl. Miles is stocking a growing selection of Larson-Juhl mouldings and has been
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WELCOME TO OUR NEW SHOWROOM
Larson-Juhl is immensely proud of this 107m 2 showroom which is part of the new Customer Service Centre in Bedford, and the team is relishing now being able
This large, multifunctional space is designed to provide a complete experience of the best choice/greatest range of framing products in Europe, showcasing our 2,000
to welcome customers and other guests
mouldings and intended to stimulate and support framing
on site.
excellence. Our 300+ mountboard portfolio is also on show, alongside glazing options and sundries – it really is a one stop shop, with a focus on range and quality. The showroom takes visitors on a journey starting with
Key features include:
new product launches, then Barefaced, Essentials,
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A 360 degree panoramic viewpoint from the centre of the room
mouldings and finally ready-made frames.
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Portable flexi boards to remove chevrons from walls and create a tailored range
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Meeting rooms available for private discussions
sources; 137 mountboards are FSC certified.
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A design bench - emulating customers’ in-store experience
Glass is also showcased with a choice of quality glazing
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Colour coded graphics for easy product location and clear header graphics for individual ranges
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Sustainability - with the widest range of FSC and PEFC products on the market
Signature, Collections, followed by Designer Aluminium
The mountboard display shows all the latest colours available. All stock is UK manufactured, with excellent sustainability credentials, featuring 100% fresh fibre
samples and a big focus on Clarity. Larson-Juhl sales & marketing director Matt George is
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All mouldings are barcoded to simplify details of size, stock and price - with just one click on the handset button
very excited about the new showroom: “We know that customers love to see our full range first hand so we are really pleased that we now have a purpose-built environment to showcase our mouldings, mountboard, glass and sundries. I would encourage as many customers
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New product launches
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Comfortable seating areas.
as possible to come and visit this new facility. Even if you are familiar with the Larson-Juhl offering, we would love the chance to talk about how we can support your business, the increase in demand for sustainable products 10
along with all aspects of our one stop shop service.”
A LIGHT BULB MOMENT!
Illuminapp is a genius idea from Daniel Bailey and Graham Finch at Bailey Arts – opening up a whole new market with their iconic illuminated artworks. Illuminapp is the world’s first Smart enabled LED lighting solution for pictures. The lights are cleverly concealed within the frame, which lights the picture from behind and enables the user to alter the colour of LED light to match any mood or atmosphere. What’s more the colour can be changed at any time via the an app or with your voice using an Amazon or Google home device. Daniel has been a mouldings’ customer of Larson-Juhl for many years so when he was looking to partner with a supplier for his exciting new venture, he felt sure it would be a good fit.
Essentially, Larson-Juhl supplies a bespoke moulding which the IlluminApp team then adapts with a specially made routing process so that the frame can accommodate the technical wizardry and the Smart enabled gadgets. The result is a frame that then displays one of a wide range of licensed images from Star Wars to Disney and Marvel. The images are printed on vinyl for its translucent qualities, creating a truly spectacular piece of art. The images can be replaced with a different visual at any time if desired and with a price point of £199, it is not surprising that Illuminapp is already selling very well.
told 4walls: “Bailey Arts and Larson-Juhl go back a long way. Not only did we know that the quality would be excellent but we also needed a manufacturer that could cope with high volumes, potentially on a global scale. We have big ambitions for what is a stunning piece of innovation, that once installed, simply needs a single plug socket!” To have a closer look at Illuminapp, visit their website or follow them on social media! Instagram: @illuminapp artwork.lighting
Graham and Daniel are really pleased with their partnership with Larson-Juhl and
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SUSTAINABILITY
Certification numbers: FSC: TT-COC-002824 PEFC: BMT-PEFC-0682
According to global management and consulting firm Kearney, 78% of consumers consider the environmental impact of their purchases at least occasionally so it’s now more important than ever for businesses to go green. We’ve compiled some sustainable business practices you can implement for those looking to minimise their impact on the planet.
Go paperless: Many businesses have already taken steps to reduce their paper usage and have stopped printing out documents or using notepads - this is made easier by technology as documents can be stored and shared on computers rather than as hard copies. Make a start by ordering Larson-Juhl products online. Our website allows you to see all of your orders in one place - not only does this save paper, but it also makes it easier for you to find the documents in the future! If you aren’t ready to go digital, try printing double-sided to reduce paper usage, and use scrap paper for making notes.
Use eco-friendly products: Take a look at your suppliers and ensure that you are sourcing materials from companies that prioritise sustainability, either by offering a range of sustainable products or using plastic-free packaging where possible. Over the last decade, Larson-Juhl UK has been working with our forestry supply chain and manufacturers to ensure that our commitment to the environment is traceable and authentic. We also offer the largest range of FSC and PEFC mouldings in the industry and continue to focus on expanding our offering, as well as taking steps to improve our sustainability in other areas of our business.
Recycling One of the easiest ways to ensure that your business is more environmentally friendly is to start recycling. Most areas allow you to recycle the usual paper, cardboard, metal and plastic, but did you know that you can also recycle printer and toner cartridges? Set up recycling bins around your workshop to make the process as easy as possible.
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BEST PRACTIC
CE
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LED lighting: This is a super-simple change that you can make tomorrow! Switching your standard light bulbs for LED bulbs will mean that you use much less energy, and although they can be more expensive, they last around five times longer! If you’re willing to go one step further, you could invest in motion-sensor lighting, ensuring that unoccupied rooms aren’t using unnecessary electricity. Don’t keep your progress a secret – shout about it! Sustainability achievements are great to share with your customers and will help you to win over an audience that is increasingly drawn to responsible businesses. It may also encourage your current customers to become more green-minded themselves!
We’re giving you the chance to win a weekend away in an eco-pod! To enter our competition, email your answers and account number to the following questions to us at uksales@larsonjuhl.com, or if you’re viewing 4walls online please follow the link. 1. What does FSC stand for? 2. What does PEFC stand for? 3. How many FSC or PEFC approved mouldings does Larson-Juhl stock? “Love! Glamping” offers unique glamping eco-friendly holidays in beautiful countryside and coastal spots. Get out of the city and enjoy the freedom of staying in a glamping pod taking in the fresh and salty air. Check out their website – love-glamping.co.uk/glamping-pods
Terms and Conditions: The closing date for this competition is the 31st July. All correct answers will go into a free prize draw, and the winner will be notified by Friday 6th August. The prize will be in the form of an eco-break from Love! Glamping with a value of £250 and no cash prize alternative will be offered. The prize can be used by the winner themselves or offered as a prize for their own customers. By entering the competition, you agree to be featured in publicity surrounding the competition.
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Henry Birks
Henry Birks had spent many years working in the corporate world in London but then in 2007, he realised that his interest in art could be more than that just a hobby. Having built up a collection of work by modern British artists (Ruskin Spear is his favourite), Henry and his business partner Ruth Palmer started to trade and before long were in the position where opening a gallery was the natural next step and, therefore, Trent Art Gallery was launched with the aim of bringing Bond Street to Newcastle-under-Lyme, Staffordshire. Since then, the gallery, which is located in Newcastle has thrived with an impressive portfolio of artists and a professional framing service too.
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FRAMING BRILLIANT!
Framing helps sell paintings! Indeed, Trent Art’s new chevron display of over 600 mouldings is 90% LarsonJuhl - much to the delight of the 4walls team! Henry’s favourites include Sevilla, Brittany, Lucerne, Dresden and Coastal. There are two very simple reasons why Henry’s investment is such an extensive wall, firstly to offer customers an unrivalled choice and secondly because “Framing helps sell paintings!” The business enjoys a high level of word of mouth recommendations and Henry is also very proactive with his social media channels, finding that many customers like to communicate through Instagram, Facebook and Twitter these days, as well as WhatsApp. “Getting prospective customers to notice us still requires creativity, though,” Henry told 4walls, “and the general public don’t always know the full spectrum of what we do.”
Trent Art currently has a quality range of original Modern British Art in the gallery including important works by Theodore Major, Maurice Wade, Ruskin Spear, Edward Wolfe, Harold Riley and Jack Simcock. Pottery is another specialist area – perhaps not surprising given their location, as is their restoration service. Henry’s team has extensive experience in the expert restoration of oil paintings and works on paper using a range of sympathetic conservation methods to solve most issues. They can clean and repair heavily damaged pieces, regardless of what medium the oil painting is on, whether it’s canvas, board, panel or metal. In respect of watercolour paintings and artworks on paper including etchings, engravings, pastels and pencil drawings they can transform artwork that is torn, punctured, foxed or has mould or insect damage. The team can also return a wide range of works on paper back to their original colours.
Sid Kirkham Nurses in Marais 2 with Clarity glass
Protecting artwork with Museum glass is another priority for Henry and he is a great ambassador for the added benefits that this option brings.
Follow Trent Art on Instagram, Facebook and Twitter @trentartgallery trent-art.co.uk 450 540
This challenge is hopefully going to be addressed this month, however, as Trent Art Framing has commissioned a 48-sheet poster to showcase their offer from classic art to memorabilia – with this largest of billboards having a framed border. It will be fascinating to see what impact this giant poster has on footfall.
Caption: Ghislaine Howard - Self Portrait in Brittany
What a gift! Other marketing initiatives include Trent Art gift vouchers - ideal for wedding presents, special birthdays and friends and family moving into a new home. The vouchers can be pre-loaded with any amount from £10-1,000 and can be spent against art or framing or a mix of the two – valid for 12 months.
The advice that all the gallery’s clients receive is:
Passionate about art, Trent Art shows a very broad selection of work to a wide range of customers.
Trent Art Gallery is proud to be a member of the Own Art Scheme, helping to make art more affordable.
1. Buy what you like 2. Buy the best quality you can afford 3. A lways remember a good picture is a good picture regardless of trends or fashion.
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NEW ONLINE ORDERING FEATURES In response to customer feedback we have been busy making improvements to our website. More and more of you are ordering online, which is great to see and if there are other areas you feel we can improve, don’t hesitate to ask!
1. STOCK ALERTS Set up an e mail alert if stock of an item passes a threshold level. Don’t miss out on a product that is running low on stock! Add a stock alert from the product detail page:
Configure the threshold to be alerted when the stock goes over or under that threshold. You can quickly search and add other products to the alerts here. This page is also accessible from the ‘My Account’ area:
Configure the alert and click add:
The product is then added to your alert list. Click save to record the changes to the alert list. Stock alerts e-mails will be sent out once per day:
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2. ITEM THUMBNAILS Many customers asked to see images in addition to item numbers in their order history:
3. TOTAL ITEM SALES REPORT Do you need to know how much you have bought of an item during a specified time? There is a new option in the ‘My Account’ menu – Report Downloads. This page contains the online statement and the new report ‘Total Item Sales’. To run the report, enter a date range and click download:
4. ORDER NUMBER CHECKOUT CONFIRMATION At checkout, your order number will now be shown at the ‘order processed successfully’ page:
5. CHOP ORDERING Customers ordering chop have mistakenly selected ‘chop’ from the UOM choices and submitted the order, however, this does not ask for the chop size and delays processing the order. This has now been removed so that customers cannot select it: Please use the ‘Apply Chop Service’ option and include measurements to process your order:
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A PORTFOLIO OF TALENT
Portfolio Fine Art has been in the art business for over 30 years, providing high-quality printing for a selection of artists and photographers using a range of styles and media – embracing established and emerging artists alike.
Having worked with many artists over the years, Portfolio Fine Art is uniquely positioned to offer an exceptional service. 4walls was delighted to hear that this service includes prioritising sustainability, particularly when choosing mouldings, and it is a huge part of the company ethos to ensure that the materials and suppliers they use play a part in protecting and maintaining the natural environment. “As a fine art publisher we always strive to meet our clients’ high expectations by using the best quality materials, including wood, mouldings, canvas and paper. For this reason, we prefer to use Larson-Juhl products for the majority of our artists.”
The team is finding that more and more of their artists are also working to secure the future of our planet in any way that they can, be it sourcing their own pigments and mixing their own paints to simply recreating the fragile beauty of the natural world.
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“Larson-Juhl has an outstanding track record in working ethically, from the raw materials they use to the people they work with. With sustainability at the forefront, they use FSC and PEFC certified moulding and mountboard, so we are reassured of ethically sourced timber. Our artists also appreciate that the quality and range of mouldings available is not compromised and to a very high standard. It is fantastic to see!” A representative of Portfolio Fine Art, said: “I feel sustainability is incredibly important, both for us and the artists we represent. Our environment and nature won’t sustain itself forever but hopefully, one day soon, everyone will decide to really pull together!”
You can take a look at Portfolio Fine Art’s artists on their social media page at @portfoliofineart, or visit their website portfoliofineart.com
We Frame It is a popular gallery and framing business run by Noel Hill. Noel established the business
BRING ON THE BOTHYS!
in 1989 and now runs two outlets in Scotland, in Inverness and Skye. Many of you will remember that we featured We Frame It in Issue 32 of 4walls, so we caught up to have a chat about Noel’s business and the trends he’s noticed emerging in the art and framing industry.
Doricmor 0131 553 2772
Agnes and Magnus Go For A Stroll Somewhere Over Fife
Cuillins Bothy for card 1
Cuillin Bothy Copyright Esther Cohen
Since we last spoke, Noel has continued to grow his range of mouldings, and he now displays over 200 mouldings in his store in Inverness and customers can choose from thousands more available online!
“We love to offer our customers choice, and with so many mouldings on display they can easily find something that they like. If not, Larson-Juhl’s quick delivery service allows us to offer an even greater range of mouldings as we can order them for next day delivery!”
4walls was also pleased to hear that over the last few years demand for sustainable mouldings has increased, and Noel is happy to be able to offer a selection from Larson-Juhl. He has also noticed that the demand for premium mouldings has increased too, with many customers looking to framing shops to provide a bespoke and special experience for which they are willing to pay more. One of Noel’s customers’ favourite mouldings is the Larson-Juhl Riviera range, which is used to frame art by one of Noel’s bestselling artists – Esther Cohen. Esther’s work combines painting with digital design, and she has recently created a collection of prints of small Scottish houses, or bothys. Noel commissioned his
own set of bothys set in Skye, and these have been incredibly popular, with many customers also choosing to frame them in Riviera. The prints are selling very well in Skye, which attracts a large number of tourists during the summer season. Noel said: “It’s been really interesting to see the rise of digital art in recent years – two of my bestselling artists work in digital and its popularity is definitely on the rise!” Esther Cohen’s work is published by Scottish publisher Doricmor. To see more of Esther Cohen’s work, go to her website: esthercohen.co.uk For We Frame It, go to: we-frame-it.co.uk or follow them on social at @we_frame_it
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PICTURE Despite always having a keen interest in photography, James Fraser started his career as a salesman in London where he spent 15 years. After deciding to pursue a more creative career, he began working as a freelance photographer and quickly identified framing as an opportunity. He bought a failing framing shop and The Framed Picture Company was born! The Framed Picture Company is located in Malton, North Yorkshire and specialises in printing and framing photographs using high quality materials. Photography tends to sell better online, so the business has been operating primarily online for the last five years, but James has seen a dramatic increase in online sales over the past year due to the pandemic. “Lockdown brought about a change in consumer buying habits,” James said, “previously online products were seen as cheap and low quality, but we’re finding that increasingly customers are looking to order premium products from the comfort of their own homes.”
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PERFECT! Looking to fill the gap in the market, James has turned his focus to building a new website, with the aim of showcasing the range and quality of products available for both online customers and those looking to visit the showroom. He has focused heavily on product photography, providing photos of the mouldings he offers at various angles to ensure that customers know exactly what they are getting, a factor that is incredibly important when selling online. Another primary feature on the new website is an online framing configurator, which allows customers to upload their own photographs to the website, choose the size, frame and mount and see a to-scale visualisation of the full product together with a price, before purchasing. 4walls was pleased to hear that Larson-Juhl has been key to The Framed Picture Company, as having started with only a small range of mouldings James quickly realised that customers were prepared to be more adventurous online and began to offer a greater range of premium products.
James Fraser, owner
James said: “I love using Larson-Juhl products because we are a business that prioritises quality, we know that with LarsonJuhl we are always providing a quality product that we can be proud of. Larson-Juhl also stocks a huge range of mouldings, allowing us to expand our offering too. Wherever possible, I like to use the Micro-tech Veneer mouldings, but Andover, Lincoln and Confetti are also very popular with customers.” Larson-Juhl’s next day delivery service also enables The Framed Picture Company to operate on a four to five day delivery turnaround. James does not have the capacity to stock the entire range in-store, so effectively LarsonJuhl acts as an extension of their stock room - the weekend delivery service even allows customers to order at the weekend and still receive their products within five days! James has lots planned for The Framed Picture Company, with further enhancements to the new website in the pipeline. He wants to create an online ‘gallery wall designers’ and provide the ability for customers to see their picture(s) in their own home room space using augmented reality (AR) functionality. Offline, he is keen to develop his trade business with interior designers. To encourage more visitors, last year he built a showroom and exhibition space, to showcase the moulding range he offers and possible framing options. James speaks to Richard, his Larson-Juhl area sales manager, on a regular basis. James likes to involve him in his project planning:
“ Richard has excellent product knowledge and
understanding of the marketplace. We have worked together to develop the frame range we currently offer online, and we will continue to get his input as we continue to build our online business and develop our offline trade business.”
If you’d like to see more of The Framed Picture Company, you can head over to their brand new website or follow them on social media for all the latest updates!
Projects… James has a number of interesting projects going on at the moment. He is working with one of the participating photographers in the Great British Photography Challenge with Rankin, to provide the printing and framing for an upcoming exhibition. Separately, he is framing a collection of archive photographs dating back to the 1920s, 1930s and 1940s. He is also currently working on projects with several interior designers. Instagram @theframedpicturecompany theframedpicturecompany.co.uk
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MAKING THE MOST OF MOUNTBOARD In 2003 the Fine Art Trade Guild launched its standards for mountboards, distinguishing between three different qualities, and using the terms Cotton Museum, Conservation and Standard. These quality standards were internationally accepted and have served the framing and conservation industries’ needs well. As with all Guild standards, they are subject to revision as technology evolves. A review in 2019 took account of some changes in manufacturing and in the market. The most significant of the changes has been the evolution of different qualities of white core boards. Distinguishing these different qualities has been achieved by a separation of the previous Standard level into two quality levels. The new standards will gradually be introduced by manufacturers and suppliers, with full compliance by 2024. Simultaneously, the Framing Standards and Qualifications Committee (FSQC) undertook a review of the Guild’s Framing Standards - the Five Levels of Framing – and have now aligned the framing levels directly with the mountboard quality standards. Previously known as Museum, Conservation, Commended, Budget, and Minimum, the levels have been decreased to Four Levels of Framing. They will be known by Level numbers with Level 1 being highest and Level 4 the lowest. Level 1 framing will require Level 1 mountboard, and so on.
The fine art trade guild quality standards for mountboard lay down specifications for: • Pulp composition and purity, testing methods, pH value, alkaline reserves and fillers • Facing paper colourants, bleed, lightfastness, abrasion resistance, testing methods; sizing • Lamination adhesives
THE STANDARDS COMPRISE: Mountboard Quality Level 1 (was Cotton Museum) Often used names: Museum, Cotton, 100% Cotton, Rag Mountboards with all parts made from 100% cotton fibres. Facing papers must be lightfast to BWS 5 or equivalent specified lightfastness test. Must not bleed. May not contain OBAs. Best for Levels 1 and 2 framing but can be used for all levels of framing. The quality standards for Level 1 mountboards have not changed from the original specification. Mountboard Quality Level 2 (was Conservation) Often used names: Conservation, alpha, alpha cellulose Mountboards with all parts made from 84% or higher alpha cellulose, lignin content < 0.65%, and/or cotton. Facing paper must be lightfast to BWS 4 or equivalent specified lightfastness test. Must not bleed. May not contain OBAs. Best for Level 2 framing but can be used in any framing except Level 1. There has been one significant change to the Level 2 quality standard; facing papers must now be lightfast to at least BWS 4 or equivalent specified lightfastness test. Mountboard Quality Level 3 (new level; was part of Standard) Often used names: White Core, White Core Plus Mountboards where all parts are made from 84% or higher alpha cellulose, lignin content < 0.65%, and/or cotton. Facing paper may be <4 on BWS, or equivalent specified lightfastness test. Presence of OBAs in facing and backing papers should be indicated. Colour may bleed. May not be used for Levels 1 or 2 framing. Can be used for Level 3 framing and below. Mountboard Quality Level 4 (was Standard) Often used names: Standard, Cream Core Mountboards where all parts can be made from wood pulp containing lignin. There are no specifications for lightfastness or bleed, and they may contain OBAs. May only be used for Level 4 framing.
• Moisture content • Board markings • Thickness and board dimensions • Quality control
Any boards that do not meet Level 4 as a minimum specification are considered unsuitable for use within the Guild’s Levels of Framing. Copyright The Fine Art Trade Guild
• Packaging
For more information go to fineart.co.uk
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To me, the Guild’s Four Levels of Framing are about protection. It’s logical that items of higher intrinsic or sentimental value should be framed in a way that offers them better long term protection than those of lower value. For example, an inexpensive print with no sentimental value probably doesn’t require much long term protection. Whereas an original work by a sought after artist, or something with immense sentimental value, is likely to require a high level of long term protection. That’s just common sense, isn’t it? What the Guild’s Four Levels of Framing do is divide this concept up into something tangible: No long term protection, up to 5 years protection, 20 plus years protection & 35 plus years protection. They also specify the materials and techniques that need to be utilised to provide those levels of protection. There are, however, a number of other advantages to the Four Levels of Framing. As a business owner there’s the ability to be able offer my customers the ‘high’ and ‘ultimate’ levels of framing, which are not offered by my competitors. As the person at the shop sales counter, there’s the opportunity to ‘up sell’ from one level of framing to another: If you are only upselling on design, you’re definitely missing a trick! Finally, there’s the comfort and satisfaction of knowing that I’m offering my customers a choice of framing levels, so that they can choose how well they want to protect each item they have framed.
Larson-Juhl offers a total of 310 mountboards – 358 including backing boards, fastmount and foamboard; 137 are FSC approved and there are 163 colour options. All these products are labelled in line with the Guild’s quality standards and a new Mountboard Selector is currently in production. Copyright Fine Art Trade Guild 2021.
REOPENING SUCCESS
The framer’s viewpoint – Jon Price GCF(APF)
As people begin to venture out and businesses reopen, many of you will have been adapting your business to suit ‘the new normal’. Maybe you’ve been creating an enticing display, expanding your offering or creating a new marketing strategy, there are lots of ways to encourage customers to shop with you. 4walls spoke to Mark Gask from Galleryi who experienced a hugely successful reopening after taking the opportunity to refurbish his gallery during lockdown. Mark believes that Galleryi’s successful return was at least partially the result of its diverse offering, as the gallery not only shows art, but also has an in-house framing service and a café selling local products. Mark said: “Our aim for Galleryi was to create a destination for our customers to visit, because the hardest part of any business is getting customers through the door! If you have a diverse offering, not only are more people likely to visit, but they may also be tempted by one of the other services you offer!” Like many framers, Mark has noticed that customers are now more aware of how important their home is to them and are willing to spend more on premium home products - the focus has shifted from cost to quality and suitability. He has even had customers looking for framed pieces to act as a ‘Zoom background’! Mark has big dreams, and having already opened a second gallery in Estonia, he hopes to continue expanding his business both in the UK and abroad. His partner, Kim, is a popular artist and shows her work in both their galleries. Together, they hope to create a stream of art going from Scotland to Estonia and back, to ensure that their gallery continues to stand out from the crowd. 4walls was delighted to hear that Mark has worked with Larson-Juhl for the last 24 years and uses Larson-Juhl products in both his UK and Estonia galleries. “We enjoy working with Larson-Juhl as not only are they able to provide us with an excellent range of quality products, but they are also always available to offer their support to us as a business. When I mentioned to Lisa, my area sales manager, that I was looking to open another gallery abroad, she arranged for me to speak with the European team who were able to put me in touch with local suppliers and framers using Larson-Juhl products.” If you’d like to see more of Galleryi, take a look at their website! galleryi.co.uk
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AT YOUR SERVICE
Larson-Juhl’s area sales managers are here to support your business in whatever way works best for you. Collectively, as a team, they have over 150 years’ experience of the framing industry and can advise on products, trends, business support and marketing. Larson-Juhl is very proud to be able to cover the entire territory across the UK and Ireland, with a dedicated sales manager for each area.
Simon leads Larson-Juhl’s business development with publishers and galleries as well as overseeing five sales territories.
Simon Flavill
Lisa Frazer Orrick
Scotland and Cumbria Orin Forshaw
Seb Willis
Richard Clayton
Northern Ireland
NE and Midlands
John Green
Ireland NW and Wales
East Anglia/ North London
Simon Davies
South Central
South West
SE / South London
Graham Miller 24
Derrick Hicks
A framing career by design!
Our Scottish and Cumbria area sales manager Lisa Frazer Orrick joined the team in November 2019. With a passion for creative industries, she hit the ground running – and is now at full speed again having been unavoidably couped up at home for the middle part!
Lisa has always loved art and design. As a teenager she was a talented sketcher and painter but despite having achieved a good grade at GCSE in Art Design, she took a business and finance route with her GNVQs and developed an interest in sales. Throughout her twenties, Lisa worked in various selling capacities across numerous sectors including house moving, retail, gifts and greeting cards. After 15 successful years, Lisa started to crave a more creative environment where she could utilise her passion for art and design. She studied for a Diploma in Interior Design at BCID which she successfully completed in 2019. Although originally from Belfast, Northern Ireland, by this time Lisa had met and married her husband David (who is also an area sales manager) and moved to Airdrie, Lanarkshire, from where David hails. In fact, Lisa used her own new kitchen as the final assignment of her diploma, planning right down to the lighting, electrics and even the copper tap! Lisa’s next target was to get a job where she could combine her sales and account management skills with her passion for all
things creative… and so she was thrilled to get her current role with Larson-Juhl UK. Despite the challenges of lockdown, she feels she has learned huge amounts about the sector and is now thriving on getting back to normal. “I love the art and framing industry! And I hope that my customers and colleagues can see this passion,” she told 4walls, “and while I cover a big patch, I am getting round to see as many customers as I possibly can as quickly as I can this year. To all my customers, I say I am here to help and support you – please get in touch!” In her spare time, Lisa loves nothing more than planting and pottering in her garden. Travelling, good food and wines are also a passion, along with walking and Pilates to keep fit. Follow her on Facebook @lisafrazerorrick
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Art / Switch Foundation! Committed to building a more sustainable framing industry, Larson-Juhl is keen to collaborate with like-minded people and Art / Switch is an excellent example of an organisation that is trailblazing more environmentally-friendly strategies across the visual arts.
Art / Switch was launched as a not-for-profit entity in the autumn of 2019, to introduce a new generation of sustainable practices to the arts. Based between Amsterdam and New York, their current HQ is in an old rope factory in New York, in Brooklyn along the East River. The Art / Switch team brings together experience in gallery sales, exhibition production, curation, business ethics and academia. Under the stewardship of Johanna Rietveld and Anika Schroter, this collective of sustainable entrepreneurs is connecting the art industry with the aim to enhance discussions, promote existing knowledge and pioneer sustainable solutions in the arts.
Johanna Rietveld (left) believes that: “The arts can use its inherent creativity to rethink its structure and play a leading role in the global movement towards climate action. Following our successful virtual conference series, we are now moving on to practical projects with art institutions and developing Art / Switch into a R&D lab, combining hard data with collaborative experience in order to implement hands-on solutions.”
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“The arts sector has the characteristic of being very traditional and slow in some aspects but at the same time adaptable and forward thinking in others. We’ve seen how museums have been aware of their carbon footprint for some years now, leading to many reports and guidelines but sometimes with slow implementation. At the same time, we’ve experienced that galleries have the flexibility to act on these changes on a much faster and larger scale. It’s been great to work at the intersection of these dynamics.”
Redefining the methods of tomorrow, Art / Switch’s goal is to develop strategies and climate-conscious practices for a carbon zero, future-proof arts sector. Art / Switch functions as an incubator and knowledge lab that brings together different actors in the sector to hasten this movement of change. In future issues of 4walls we will be featuring Art / Switch’s progress, meanwhile find out more at artswitch.org and follow them on Instagram @artswitch_foundation.
Photographer: Jonathan Hökklo Location: Jan Vorisek, No Sun at the Swiss Institute
Dates for your Marketing diary As social media becomes ever-more important to businesses, it can be beneficial to incorporate awareness days into your marketing activities. Not only does it keep your social media pages fresh and relevant, it also increases your exposure to new potential customers. It’s a win-win! We’re here to support you with inspiration and by showing you some of our favourite upcoming awareness days. First day of Autumn, 21st September:
World Photography Day, 19th August: World Photography Day is an opportunity for you to showcase your photography framing skills, either by encouraging local photographers to bring in their work for framing or perhaps running a local photography competition via social media using the hashtag #WorldPhotographyDay. You could offer to frame the winner’s photography free of charge. International Day of Charity, 5th September: International Charity Day is a reminder that we should all give what we can to those in need. There are many ways to get involved, including donating money to charity, keeping a donation box in your shop to encourage customers to donate, or by volunteering. Volunteering can be a great team-building activity for colleagues, and a lot of fun too!
As we head into the cooler autumn months, think about how to brighten up your customers’ homes. During the winter months, we all spend much more time in our homes and consumers are often willing to spend more on home improvements - especially after the last 18 months. Be prepared for this by ensuring that you’re stocked up on your most popular mouldings, you can see availability and place an order through our website! FSC Friday, 25th September: FSC Friday is a day to celebrate the protection of forests and our responsibility to ensure that they are responsibly cared for. Here at Larson-Juhl we offer the largest range of FSC and PEFC products and we encourage you to offer these sustainable moulding options to your customers. You may even consider creating a ‘sustainable’ section in your showroom to display them. Black History Month, October: October is Black History Month, a time to recognise the contributions people of African and Caribbean descent have had on British culture, and culture worldwide. We can all show our support for Black History Month by sharing art by our favourite black artists on social media using the hashtag #BlackHistoryMonth Halloween, 31st October: Halloween is a holiday that seems to become more popular every year, and we would encourage any business owner to capitalise on the occasion! Think about how to bring the vibrance of autumn into your shop with spooky displays using orange and black colours, and your scariest framed work! Making frequent changes to your shop window ensures that you catch the eyes of passers-by and attract more customers as well as encouraging existing customers to revisit.
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MOUNT DECORATION (PART 2) A MASTERCLASS WITH JON PRICE GCF (APF)
For many framers the pressure of trying to make a living means they don’t make time to experiment with new ideas. If you’re a bespoke framer, that’s a mistake. Bespoke framing is a creative profession. Be creative! One of the things I really enjoy about making the Masterclass videos is the freedom to be as creative as I like.
The following framing concepts are designs 3 and 4 from the new ‘Jon Price Masterclass’ Mount Decoration video (https://larsonjuhl.co.uk/haven/vids/jon-price-masterclass) in which I demonstrate four different framing concepts for one piece of artwork. Here the emphasis is on mount design. Designs 1 and 2 are highlighted in issue 39.
Design 3 – Different coloured bottom mounts on opposing corners, with matching mixed mouldings:
To execute this design, cut a double mount. In this case I chose to display 3mm of the bottom mount. Then, cut an additional second mount to the same dimensions as the first. Place the two second mounts exactly on top of one another and cut through both mounts diagonally from the top left to the bottom right, making sure the cut runs perfectly through the aperture corners. Now, align opposite sides from each second mount (Sepia top/right, Silver Grey bottom/ left) and adhere the top mount to them with 3mm of the bottom mounts showing. If your cut went right through the aperture corners of the two second mounts these should line up perfectly (see fig.1)
Fig.1
The idea of different coloured bottom mounts at opposing corners came from playing around with the mount chevrons that matched the colours in the image being framed; Vanilla 8701, Silver Grey 8008 and Sepia 8024. The idea is subtle, too subtle for the Masterclass videos. So, I found a range of different coloured mouldings with matching profiles and finishes. Two of these matched my mount colours and meant that I could have opposing moulding colours which matched the bottom mounts; 307 453 107 to match the Silver Grey and 307 453 414 to match the Sepia. The Sepia and the 414 moulding don’t actually match that well but with the 90mm/100mm separation of the Vanilla top mount between them they appear to match more closely than they really do.
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The only complication with the two opposing mouldings comes when underpinning. Think about final positions so that you do end up with opposite moulding colours at opposite corners and they are at the same corners as the matching mounts!
Eight years ago Jon Price GCF(APF) was just a bloke who knew as much about picture framing as he did about lion taming. Since then Jon has been awarded a Larson-Juhl Fine Art Trade Guild Scholarship, qualified as a Guild Certified Framer and framed for world renowned museums, artists and photographers. Jon owns Handmade Framing and Gallery near Bude, Cornwall and still knows nothing about lion taming.
Design 4 - The 3D double bevel shadow inlay:
Remove the tape joining the original cut out and the outer mount boarders. At this point, you should have two sections of top mount; the original window mount and the original cut out, which now has a window aperture in it. Place the original cut out back on the mount cutter, but put it in the other way up i.e. if your standard apertures are cut face down, the mountboard should now be face up. Set the mount cutter Matguide Limit Stop to 15mm, the Start of Cut Limit stop to zero and the End of Cut Limit stop to more than the longest side of your mountboard. Trim 15mm off each side of the original cut out using the bevel blade cutter (see fig 3). This completes the cutting of the top mount.
The ‘3D double bevel shadow inlay’ isn’t actually an inlay mount. However, I had the idea whilst looking at an inlay mount and wondering what it would look like if I combined it with a shadow mount. So, the ‘3D double bevel shadow inlay’ name stuck. Call it what you like. It’s the design that matters! To emphasise this design I chose two mountboards that contrasted in colour but matched in tone; Silver Grey 8008 and Sepia 8024. The 462620 moulding from the magnificent ‘looks like the rusted steel of a beached Cornish ship wreck’ Anvil range, perfectly matches the colour and texture of the sepia. If a client is willing to pay for your time and skill in creating a mount like the 3D double bevel whatchamacallit, they’ll also want top notch glazing. I used AR70 anti-reflective glass. Before you start cutting, lightly draw an ‘X’ on the back of the top mount, using a pencil. This helps to correctly reassemble the mount after cutting. As a minimum the ‘X’ should cover the area where all the cuts will be on one side of the mount. Then, cut the first window in the top mount. To explain the process as easily as possible I’ll use my measurements. Of course, your measurement will depend upon your artwork. For this first aperture I left 55mm (top/sides) and 65mm (bottom) mount borders.
Fig 3: Trim the original cut out with the mountboard the other way up to create a reverse bevel cut. Cut the second mount as a standard window mount. My second mount boarders were 950mm (top/sides) and 1050mm i.e. 5mm wider than the top mount borders. To create the ‘shadow’ aspect of this design, cut foamboard strips that are wide enough to support the raised sections of the top mount but narrow enough not to be easily seen. I used a 12mm strip of 5mm board under the double bevel section and 70 and 80mm under the outer borders. Adhere the foamboard between the sections of the top mount and the bottom mount (see fig 4).
Once cut, put the cut out back into the aperture and tape it in place using an easily removable tape. Use the ‘X’ to get the cut out the right way around. Next, cut another window in the reassembled top mount. This time, my borders were 90mm and 100mm. To clarify, this second aperture is taken from the centre of the taped into position cut out from the first window (see fig.2). Discard the cut out from the second window. Fig.2: Having taped the first cut out back in to its aperture, cut a second window in the centre of that first cut out.
Fig. 4: The raised sections of the top mount are supported by foamboard strips. With both pieces, I T-hinged the artwork to 8950 undermount using 999 000 026 gummed paper tape. I used the same tape to book the window and undermounts and finished the piece using AR70 glazing, 999 111 000 backing board, framers points and 999 000 068 gummed brown tape. This series of articles are written as an accompaniment to the second batch of Jon Price Masterclass videos. Watch them via Larson-Juhl’s website to get a full understanding of the techniques used. As I’ve said before, these are not designs that people will come in to your workshop and ask for. However, experience tells me that having these kind of mount designs on display will create demand for them and highlight your skills. Creativity stands out!
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Ask the experts
EASY MOUNT DECORATION Q. I would like to offer one of my customers a simple, but ideally time efficient, decoration on a mount for their artwork, can you suggest how I should go about this?
A. Washlines and washes seem to be making a return particularly on traditional work, but there is also a place for a more modern and contemporary update on these skills. This technique can be used with or without lines. The following example is what I called a Turned Inlay. The mount has been chosen for a small piece of Paper Quilling and the customer wanted something pretty and different. The whole process took me ten minutes (plus time for photographing each process) and ticks all the boxes. As with all techniques, I find it more useful to have photographs and short descriptions because I think these are easier to follow. So here goes…..
IMAGE 2
Please place an arrow in the centre of your board and an X at the bottom of one of the sides.
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Starting with the lightest colour, decorate the panel outlined with pencil using delicate sponging or brushing and gradually build up the colour to the desired level.
This is the image I am working with.
IMAGE 3
FINAL IMAGE
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This photograph shows the back of the mountboard that I am using with two lines drawn on at 6 and 8cms. My decorative panel will be somewhere between these two numbers.
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IMAGE 1 IMAGE 5
These pictures show the process. Avoid too much water because it can cause your colours to go muddy. Once all the painting is done use a hairdryer to quickly dry it off. You will need paint (preferably acrylic or watercolour), a glove if you are sponging, a brush or sponge, water and a palette.
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IMAGE 10
Place the painted panel in your mountcutter paint side up and cut it out at 6.5cms all round. IMAGE 11
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The V groove will allow you to reverse it so that it fits into the mount both ways. Ensure that you have the arrow pointing towards you on the front of the board and the X at the bottom of the board. You cannot do registration marks on this mount so you will need these visual references to ensure that the board is reassembled correctly. Tape it up with 810 tape and burnish thoroughly. IMAGE 15
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Cut out the aperture and in my example I have made it into a double mount so that all the paintwork is between the mount layers. The result is a panel that is individual and totally suitable for the artwork. Unlike using marble papers where you are restricted to a particular colour or design and complete accuracy when placing on board, this is a useful technique that can be used in many different ways. It will always be in the right place and the V grooves either side add a sharpness to the design. IMAGE 19
Remove the centre fallout and V groove it. This means that your width gauge will be pushed in to the closest point allowing your centre fallout to sit closely to the edge. The board should be positioned away from the bottom bar because you are going to do a “rip cut” which means that when you remove the small edge from the fallout, you will start your cut high and finish it low preventing hooking on either end.
IMAGE 16 IMAGE 20
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Once the V groove has been cut, replace the centre into the mount but this time the painted finish is face down. This photograph shows what it looks like now from the front.
Now cut out the mount at 7.2cms and repeat the V groove process. This time you put the board together correctly and your painted finish now appears on the front with a V groove either side of it. These two photos show the front and back.
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Lyn Hall (APF) GCF Adv International Framer/Trainer fringearts.co.uk
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Coastal views. Now available from every room. The Coastal Woods range. The flexibility of profiles allow you to create a canvas or box frame that best enhances your picture. Offering five finishes, you can have complete synergy or choose to stack different elements and colourways to create a frame that’s unique. Because everyone’s view is different. larsonjuhl.co.uk | 01234 852777
Ref 999001050/0521