4Walls Magazine Issue 42

THE ART AND FRAMING MAGAZINE FOR PROFESSIONALS

NO. 42. 2022 Brought to you by

Winehouse

Scott Tetlow

One Wall Two Walls Three Walls Four Walls

WELCOME!

There is something very special about a family business and the Grey Sky Publishing/ Ron Lawson team is a fantastic example – read the full story on pages 12 and 13 - as is A C Picture Frame Service which is run by three brothers (pages 16 and 17).

Welcome to Issue 42 of 4walls! Spring is in the air and I hope that you have had a good first quarter. As a sales team, we have really enjoyed being back out in the field, spending time with customers and checking out new initiatives.

We have a very lively edition for you with some beautiful art, inspirational stories from customers and best practice advice from our experts. Jonathan Kearns shares his plans for Buckingham Fine Art on pages 4 and 5 – which are not only optimistic and ambitious for his own business but also for the whole industry. Our front cover artist is Scott Tetlow from Jonathan’s new look portfolio.

Many framers have introduced initiatives to be more sustainable and we feature Southbank Art Company, Have It Framed and Picture Frames in this issue on pages 10 and 11.

Other framers featured in this issue include Heather Lavery of Sheldon Galleries who tells us about her impressive online sales success on pages 14 and 15, alongside Gallery27 (pages 6 and 7), Sussex Framing (pages 22 and 23), and The Whole Picture Company who celebrate 25 years in business this year (pages 24 and 25).

We love a great chevron display and Carlo Riccio has just refreshed his gallery beautifully, hugely increasing sales in the process. Find out more on pages 18 and 19.

The Fine Art Trade Guild Weekend returns in real life this year and we provide more details on page 21. The Guild ran two more

Larson-Juhl round tables at the end of last year for framers based in Wales and Scotland.

Read all about them on pages 8 and 9.

On page 3, we showcase our Soho and Andover ranges. On page 26 we feature area sales manager Orin Forshaw and on page 31 we provide some best practice tips on email marketing. Jon Price’s masterclass is all about upselling mountboard and Mal Reynolds answers a framer’s question about float framing a canvas on page 30.

I hope you enjoy this issue of 4walls and if you have any suggestions or comments regarding 4walls, I would love to hear from you. Please do follow us on social media to keep up with what we’re doing!

Matt George, Editor mgeorge@larsonjuhl.com

@4wallsbyLJUK @larsonjuhluk @larsonjuhluk

3. Two of the best!

Showcasing our Soho and Andover ranges

4. Buckingham Fine Art

CEO Jonathan Kearns shares his plans for growth CONTENTS NO. 42. 2022

6. Vandalism for good

Gallery27 is building a community of artists

8. Views in the round 11. There’s still Hope

PictureFrames, the first FSC certified bespoke framer

The return of the Fine Art Trade Guild round table events

12. The Sky’s the limit

10. Have It Framed…Sustainably

14. Selling the Sheldon way

10. Southbank gives back

Grey Sky Publishing discuss the family business Commercial success with social media

16. Brothers in arms

Going to market with AC Picture Frame Service THE ART AND FRAMING MAGAZINE FOR PROFESSIONALS

18. Wall to wall sales opportunities

Carlo Riccio showcases his chevron collection

21. A weekend with the Guild

Larson-Juhl sponsors a weekend of framing

22. Sweet as Honey

Sussex Framing Centre focuses on quality

24. Jack’s big picture

The importance of technology to The Whole Picture Company

26. Forshaw’s living the dream, for sure!

Introducing Orin

27. Single mount upselling

A masterclass with Jon Price GCF (APF)

30. Ask the experts

Float frames with Mal Reynolds GCF (APF) Adv 2

A journey of sustainability

Reducing the impact of framing with Southbank Art Company

TWO OF THE BEST! Soho and Andover are two of our bestselling ranges and here they are showcased alongside some stunning pieces of artwork.

Andover is an elegant and classy moulding that is ever popular with framers and customers alike. This FSC accredited moulding has a foil finish, adding an antique edge to a classic, contemporary design. The range is available in four widths, and in six subtle colour options: black/orange, white/natural, silver/black, champagne/ black, gold/black and bronze/black. The traditional and elegant shaping of the Andover range is designed to bring out the best in any framing project.

Another much-loved moulding from Larson-Juhl, Soho is a contemporary range of smooth black satin finish mouldings with gold and silver accents. Soho is a fantastic choice for any style of framing and is available in five profile options. A big favourite as an alternative to metal mouldings when crisp geometric lines are needed, Soho has a very broad fan base.

Find out more at larsonjuhl.co.uk 3

Kimberley Harris

NEW ARTISTS NEW MARKETS NEW TARGETS

Jonathan Kearns has 36 years’ experience in the industry, having been a director of Castle Galleries/ Washington Green Fine Art and Whitewall Galleries/ Jonathan Kearns DeMontfort Fine Art before acquiring Buckingham Fine Art in 2020. He has signed hundreds of artists, opened over 120 galleries and yet remains hugely ambitious for his own business and indeed the sector.

Since joining the art world in 1986, Jon has seen many changes and learned a lot. Consequently, he has real focus about his plans going forward.

“There is a huge potential for our sector to grow,” Jon explains, having identified a hugely fertile trading ground that essentially involves a new generation of collectors. “Traditionally, there was the elitist art connoisseur. The bargain hunter looking for cheaply framed reproductions to fill blank spaces. And little in between,” Jon says, “and here, we have uncovered a massive opportunity!”

“This new consumer appreciates art. They want something special, not mass produced.

They want to smell it. Touch it. They are happy to invest in their homes and hence in art too – and the concept of collecting art is attractive on so many levels.”

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In order to optimise the potential, Jon made some big changes at Buckingham Fine Art. A top priority was to greatly expand the portfolio to offer a collection of up to 50 artists – and covering a much broader mix of urban and pop, as well as painters, spanning a whole range of contemporary genres alongside traditional fine art.

Seated Nude – Shaun Othen

In two years, Jon will have tripled Bucks’ turnover and grown the team from 20 to 45. This includes the dedicated Studio Editions creatives, who essentially take limited edition digital prints and then embellish the art by hand to create high value pieces for which discerning new collectors will pay a premium.

4walls was delighted to hear that 95% of these stunning, 70cm x 1000cm (typically) pieces are framed in Larson-Juhl mouldings. Picture (top right) shows: Her Majesty by Paul Wright in Slip 537000127, Frame 241000167.

Coco Dreams – Jessie Foakes

“The scope to grow the market is immense,” so says Jonathan Kearns, CEO of Buckingham Fine Art – which is music to the ears of anyone in the art and framing world! 4walls spoke to Jonathan about a mega successful 18 months in his new role, his plans for the business and his thinking around the huge potential for democratising art.

The Bucks’ offer now incorporates its own precious brands – which will be introduced with sensitivity and authenticity while supporting independents with bespoke partnership agreements. This spread is absolutely deliberate as Jon passionately believes that to fully maximise any location’s potential requires a bespoke solution. A portfolio of exciting, quality art is core but there needs to be the scope for local input in terms of management, local artists, marketing etc.

This year, Bucks will open three new galleries of its own, seek to recruit three partners and support the development of their dealers. They are also integral to a very new exciting concept, ‘The Hook’ which launches with three prime stores and a huge 5,000 square foot exhibition space in London in spring 2022.

Scott Tetlow working on a David Bowie piece

Her Majesty – Paul Wright Coastal Woods 241 000 167

Bucking the trend around clicks and bricks In some ways, Jon would love to do more online trade, and he certainly recognises the part that digital communications has to play in terms of marketing and education. “The thing is,” he says, “is that the new collector has a passion for art and wants to physically see the artwork, to smell the paint. Now given the property costs over the last decade or so, this might have been a bit scary, but the reality is that with many high street brands that are able to trade online from a warehouse vacating

Sustainability

“To illustrate the potential for growth across a new breed of collectors, let’s take Cirencester. Cirencester only has a population of around 20,000 – albeit with a fairly wealthy demographic – and previously the town had one gallery which traded very well,” Jon explains.

When it comes to sustainability, Jon is fully committed and very much aware of the responsibility that businesses have to the environment: “All companies have a duty to be as conscious of sustainability as possible. The obvious areas such as packaging and transport have to be real considerations, and we have set up a group to explore what we use/buy to make small improvements on a monthly basis.”

“We opened up our Cotswold Contemporary gallery there last year and in its first year of trading we will hit a £1million turnover. The original gallery is still thriving! A classic case of growing the market by reaching ‘new’ consumers and next year I am looking to grow our business by another 50%.”

And so it continues. From Cirencester, Bucks is opening a second Cotswold Contemporary Gallery and is working with Air Fine art, a new brand in Cheltenham and Stratford; with a similar blueprint being planned around Bucks’ Soho Gallery in Guildford.

Bucks really is bucking one trend to exploit another! And all this positivity is intentionally infectious. “We want to inspire a new pride and confidence in art buying and art selling, to bring a new dimension to the high street alongside other entrepreneurial retailers who will cater for the local market with sensitivity – not just impose a brand roll-out. The retail landscape is being reset – and what exciting times we are in!”

Loved By You – Paul Wright

New generation of collectors

their shops, we have an opportunity!

We will shortly be opening a 3,000 square foot gallery in a prime location in Nottingham under our Aura brand – we could never have afforded this site prior to the digital revolution.”

The Bucks Portfolio

Working with Larson-Juhl

Bucks has strengthened all genres and styles with unique talent, that is truly individual, innovative and leaders in their areas including: Paul Wright, Scott Tetlow, Shaun Othen, Tony Hinchliffe, Michel Folkers Jessie Foakes, Carl Melagari, Lesley Oldaker, Harry Brioche, David Taylor and Sheryl Roberts.

Larson-Juhl is delighted to have worked with Jon over many years. He says: “I have supported Larson-Juhl throughout my career, previously as a director of the Halcyon Group and DeMontfort Fine Art. I believe they have the best range, quality and choice – and I like the combination of fine art and fine editions extending into presentation. I have always enjoyed an excellent working relationship and believe the way they run their company brings a synergy between our artists and their products”.

To find out more about Buckingham Fine Art, which has just celebrated 40 years in business, go to bucksfineart.com and follow them on Instagram, Facebook and Twitter @bucksfineart.

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For husband-and-wife Colin and Sam Bain the pandemic came at a particularly hard time, only two months after opening their first business Gallery27 in Dunbar, Scotland.

Despite the challenges, the couple were able to continue working throughout the pandemic thanks to Colin’s connections in the framing industry.

Where Have All My Heroes Gone, Sinclair The Vandal

VANDALISM FOR GOOD Although Colin has worked in the industry for over 15 years, framing was new to Sam who previously worked as a visual artist and graphic designer for Edinburgh University.

Sam said: “When Colin decided that it was time to open his own framing shop, I was excited about the opportunity for us to work together. Our skills in art and framing go hand in hand, so it seemed an obvious choice. Although I didn’t know much about framing at the time, Colin has been teaching me over the past two years and I absolutely love it.” Colin is keen to add that: “She is an excellent framer now!”

Gallery27 predominantly offers picture framing but also has a small in-person and online gallery which showcases a range of alternative artworks, with the couple gravitating towards graphic art and graffiti. Their collection of artworks has been surprisingly popular with locals, despite the fact that it is decidedly different to the usual seascapes and landscapes on offer in the East Lothian region, with many visitors saying that it is refreshing to see a different style of art in the region.

To complement the distinctive art that Gallery27 offers, they stock a wide range of Larson-Juhl Signature mouldings including Ferrosa which they used to frame a fantastic vintage Mont St Michel poster. Colin has been working with Larson-Juhl throughout his career as a framer, so when he opened his own business he was keen to continue working with Larson-Juhl for their quality products and unique range of mouldings.

The gallery shows a number of pieces from Sinclair the Vandal.

Sinclair is an award-winning New York based graffiti artist with whom Gallery27 have an exclusive UK framing contract.

4walls was delighted to hear that all of Sinclair’s work is framed in Larson-Juhl’s Michelangelo, a stunning distressed wooden moulding with a pop of colour that Sinclair reportedly thinks is ‘dope’!

Colin said: “We are really pleased to be working with Sinclair as his artwork covers themes like equality, racism, and other equally important topics. When we have customers visit the gallery it’s nice to show them something with a message that they will go home and think about, and actually we are finding that this kind of art is becoming more and more popular.”

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4walls was interested to hear about the beginning of the couple’s relationship with Sinclair the Vandal, as Colin saw his work while in Canada and wanted to buy a print to be delivered to the UK. Unfortunately, Sinclair wasn’t offering delivery to the UK so Colin reached out to him on social media and began chatting, eventually proposing that Sinclair send a couple of images to an Edinburgh printer for them to print and sell through Gallery27. Luckily Sinclair accepted the offer, and Gallery27 has been showing and framing all of Sinclair’s art ever since!

Example of Friday album

Building a community Social media is incredibly important to Gallery27, particularly as their business is situated away from the high street, although they are the first to admit that it is difficult to find the time for it during busy periods. While they don’t always have the time for in-depth posts, they have been regularly posting their ‘Friday Album’ posts which share a piece of framing they have carried out that links to a band or album.

Vintage Mont St Michel poster framed in Ferrosa

Gallery27 is curating a community in real-life as well as online, utilising Colin’s contacts from the last 15 years and making the effort to reach out to local artists, charities and businesses in their area. This in turn means that their framing shop is often the location for impromptu meetings of artists and draws in a number of friendly faces.

Colin said: “We love building relationships with others within our business, and we plan to take this even further by creating a coffee corner in the gallery. We’re really excited for people to use the gallery as a meeting place and possibly even hold small events in the future!”

We can’t wait to see where Colin and Sam take Gallery27, and if you’re interested in keeping up with them head to their website visitgallery27.com or follow them on social media @visitgallery27. You can also find Sinclair on social media @sinclairthevandal.

Digital abstract print, Sinclair The Vandal

Ferrosa

Pewter

145 252

This concept has been incredibly popular with their customers as it demonstrates what they are capable of and showcases the interests of Colin and Sam, the people behind the business. And like magic, every time they post a ‘Friday Album’ they receive trade off the back of it! Tagging artists and musicians has also helped to expand their audience and create a community of creatives online, some of whom they connect with and show their art in the gallery or frame their work.

The gallery space at Gallery27

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Michelangelo

Black/Gold

664 9BK

VIEWS IN THE ROUND Autumn 2021 saw the return of the highly popular round table events, organised by the Fine Art Trade Guild in partnership with Larson-Juhl. The aim of these sessions is to share best practice and to get feedback on the framing industry from a wide variety of businesses.

As with so many meetings now, the round tables were held via Zoom. Led by Jo Palmer, Chair and Master of the Fine Art Trade Guild, with support from Members’ Warden Mark Wallington, the following framers took part in the two sessions: Ray, Liasons Framing Daniel, Bailey Arts Justin, George the Framer Toby, Tweed Art Barbara, Barbara Watt Framing Mary & Grahame, Have It Framed Jo Palmer, Chair and Master of the Fine Art Trade Guild

Steve, Holt’s Framing Jo started with a big welcome to the businesses attending and guided the conversation throughout the event.

Interestingly, some participants even took part from their workshops while still managing to do a little framing on the side! The fact that most of the framers involved were busy, or in some cases too busy, was clearly a positive sign.

Toby, Tweed Art

SCOTLAND

Fine Art Trade Guild Members’ Warden, Mark Wallington

The first of 2021’s round table events was held in October with businesses based in Scotland. Jo asked how business is evolving, particularly focusing on how the pandemic has affected the way businesses interact with customers.

The general impression was that most framers attending had changed the way they interact with customers as a result of the pandemic, with some finding that maintaining an appointment booking system allowed them to balance time spent with customers with production time, leading to greater efficiency. It was obvious that the necessary innovations used throughout the pandemic have had a long-term effect on how framers view their work-life balance. On the other hand, others have returned to an open-door policy, feeling that this system was better for customers. We will be interested to revisit this topic at future events!

Jo then moved the conversation on to social media, asking businesses how many had a social media or website presence. It seemed that a lot of businesses were using social media in a positive way, although some admitted that they still have very basic websites Justin, George The Framer

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WALES The second meeting was held in November and spoke to Welsh businesses.

It was interesting to see how opinions differed from those in Scotland, as although many framers felt that business was good, Welsh businesses were experiencing more hold ups in production.

On the subject of social media, responses were similar but Welsh framers seem to be making greater use of local online groups and are getting great results by doing this! One of the bigger businesses also said that social media has become so important to them that they have employed social media consultants to create a strategic approach to social in an attempt to meet their targets.

Jo also highlighted professionalism as a way to stand out as a business, and indeed, many of the framers present were qualified as GCF(APF) with Jo pointing out how GCF Advanced qualifications had further improved her customers’ confidence.

Justin George from George the Framer said: “The round table event was a great opportunity to discuss current issues within the framing industry, with a broad range of business owners. Having Seb Willis from Larson-Juhl on hand gave a useful perspective from a supplier’s position. I’m looking forward to participating again in the future.”

We hope that those attending the round table events found them enjoyable and interesting. These events will continue using Zoom throughout 2022.

and consider social media a challenge. One business generated quite a lot of interest from the group after sharing their use of IT solutions to maintain a presence on social platforms – they use a VoIP (Voice over Internet Protocol) phone that allows them to talk to customers outside of their work environment. It also links to the business’s website and social pages if the caller is put on hold.

Finally, the group discussed whether they advertised to customers that they offered specific framing skills. While those present specialised in 3D framing, hand finishing and textiles, most seemed to view their offering as all-round bespoke framing. The advantage of the meeting being held via Zoom is that businesses were able to proudly show-off examples of their specialist framing to the group!

Grahame from Have It Framed said about the round table: “It was incredibly helpful to see how other framers were operating throughout the pandemic and following supply issues. We found it reassuring that we were doing similar things to other framers, and we are really keen to attend one of these events again in the future.”

Toby from Tweed Art said: “I really enjoyed the event and Jo was a great host. I was pleasantly surprised by how much I learnt from the event as speaking to fellow businesses in the industry it was clear that everyone has their own way of dealing with their customer base and running their business.”

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HAVE IT FRAMED … SUSTAINABLY Grahame Case, director of Have It Framed, has been involved in framing for as long as he can remember as his parents started a framing business in their dining room when Grahame was only six years old! Since then, he has seen the business evolve massively, moving to larger premises, expanding their offering and now making steps towards reducing their environmental footprint.

The team are passionate about sustainability and rely almost entirely on the chop service from Larson-Juhl to ensure that they aren’t wasting resources by ordering more than they need. They have also recently changed energy supplier to a company that provides 100% renewable electricity and have invested in an electric car that they use to carry out local deliveries and collections. For orders sent

Paper packaging used by Have It Framed

further afield, they are offsetting their carbon emissions on behalf of their customers.

Grahame said: “Sustainability has become a large part of our business and we are always looking for ways in which we can reduce our footprint whilst also maximising the benefits for our customers. We have seen a real increase in the number of customers asking about sustainability and people react really positively when they hear about what we’re doing!”

Grahame is keen to explain that sustainability doesn’t have to be difficult, and for those starting out he recommends that framers look at their packaging. Have It Framed focuses on reducing its plastic packaging, instead opting for a 100% recycled paper alternative, but also recycles plastic packaging received from suppliers in order to make the most of it.

For more information, find Have It Framed on social media @edinburghframer or on their website haveitframed.co.uk.

The electric car used for local deliveries

SOUTHBANK GIVES BACK Southbank Art Company is a family-owned art supply and framing business based in London that has recently started their sustainability journey. 4walls spoke to Sara Sulemanji about how it’s going: “Looking at your business’s environmental impact can be very intimidating as it seems like there are so many things you can do to improve! As framers, we recognise that almost all of our materials come from trees, so we have partnered up with Ecologi to plant a tree for every order placed. We want to do our part in ensuring that these resources continue to be available to us.”

Sara is also tackling waste within the business by reducing packaging and recycling as much as possible. The team is now using offcuts to create ready-made frames for customers and are enjoying the large range of FSC and PEFC approved mouldings offered by Larson-Juhl in the new catalogue as it makes it easy to choose the more sustainable option.

“In our experience, we have found that many customers are conscious that they shouldn’t use plastic bags but don’t ask us about the sustainability of our mouldings, I think they expect sustainable measures to be in place already. So, we are trying to be one step ahead of the customer, and although we aren’t perfect, they appreciate that we are working on it.”

Follow their journey via their website southbankart.co.uk or on social media @southbankartco.

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Chevrons on display

Grahame

Have It Framed

Conservationist and wildlife photographer William Fortescue uses PictureFrames for his framing.

We can’t talk about sustainability in framing without mentioning the importance of using Forest Stewardship Council® (FSC®) certified materials, and Hope Elletson is one framer who has decided to take it one step further and become FSC certified himself (FSC® C007915).

THERE’S STILL HOPE!

Hope Elletson

Many years ago, Hope of PictureFrames of Shaftesbury read a book that would change his business model forever – ‘Natural Capitalism’. Hope knew that he was in an industry that cuts down a lot of trees, and after reading this book he realised the impact that this was having on the world and started changing the direction of his business to ensure a more responsible manufacturing process.

“Even in the 90s when I first read this book, trees were being cut down at an unprecedented rate and suppliers weren’t entirely honest about the source of their materials. I started to realise that it’s not just cutting down one tree, it’s bulldozing huge areas of land and displacing the people and animals who live there.”

At the time, suppliers offered very few FSC certified mouldings, so PictureFrames ordered unfinished mouldings and finished them in-store by hand using spray facilities and a gilding department. Since then, Hope says that suppliers have definitely caught up and now offer a number of FSC certified, finished and unfinished mouldings, with Larson-Juhl leading the way in sustainability.

Hope said: “We are really pleased to see suppliers like Larson-Juhl offering more sustainable options, as consumers are asking for it! There are a number of gorgeous finished mouldings available, personally we like the Alora, Barranda and Classique ranges, and they are popular with our customers too.”

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In 2013, PictureFrames became the only bespoke picture framing and printing company in the world to earn Forest Stewardship Council certification, meaning that their customers can be sure that all the timber-based materials used in their framing are responsibly sourced and environmentally friendly.

4walls was stunned to hear that even the toilet and toilet roll at PictureFrames is FSC certified, and Hope plans to continue to improve the sustainability of his business in the coming years.

To follow their sustainability journey, find PictureFrames via their website pictureframes.co.uk or on their social media @Pictureframes.uk.

11 Classique 218 140 740

THE SKY’S THE LIMIT Ron Lawson at work

The Beginning At 4walls, we know that framing shops are often family businesses, passed down for generations. It’s not often though that we come across a framing shop and publishing house that has been created solely to sell the work of one artist and is run by their family. This is the case for Grey Sky Publishing and West End Gallery in Dundee, two businesses that were bought by artist Ron Lawson for the purpose of framing and selling his work.

Cairinis North Uist

Ron had always taken a keen interest in art, and at the age of 16 found himself a job in the studio of publishers DC Thomson in Dundee where he worked for 34 years.

“I couldn’t believe how lucky I was!

Being surrounded by so much talent and creativity was inspiring for me as a young person, and I learned so much from my fellow artists. Throughout my time here, I continued to develop my skills as a painter.”

Larson-Juhl mouldings 311 493 111

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Over the years, Ron has worked with a huge range of subjects, from portraits to motorsports, animals, birds and landscapes. Then, in 1989 he discovered the Hebrides – without planning anything specific, he did a sketch of a little thatched cottage whilst on a family trip to the Western Isles. He finished the painting on his return and over the next 10 years focused on doing more in-depth studies of the incredible locations on the Hebrides and developing his own style of remarkable and contemporary Scottish landscapes.

Cairinis North Uist

Ron Lawson at work

Larson-Juhl mouldings 306 493 111

By this time, Ron’s paintings were starting to gain a lot of interest and he was enjoying excellent sales success with his landscapes through Dundee’s West End Gallery. So much so that he was able to leave his job at DC Thomson publishers and fulfil his lifetime ambition of working full time as an artist.

When the opportunity to buy the West End Gallery business presented itself, Ron didn’t hesitate to snap it up. The gallery, office and framing workshop allows him to work completely independently and with the help of his family, Elaine, Barry, Paul and Zoe and “adopted” family member Colin, they now run Grey Sky Publishing Limited & Ron Lawson West End Gallery.

Tiree Cottages

The Business The family are kept busy selling Ron’s work to galleries all over the country as well as to private buyers internationally, whilst also providing a framing service for other customers locally. Barry was the first to join the business after teaching himself to frame, but he was joined three years later by his siblings Zoe and Paul once it became clear that demand was only increasing!

Barry said: “As Dad’s work becomes increasingly popular with buyers, most of our time is spent framing and selling his work, but our business is a couple of doors down from a local art college so we do also take on artists from there and run small exhibitions for them.

We’re in the fortunate position that we have enough work from Dad and that we really enjoy working together as a family, although I know it’s not everyone’s cup of tea.”

Given that the majority of the framing Barry does is for one artist, 4walls was interested to hear what mouldings they love to use!

“We always use the same moulding combination for Dad’s work – grey moulding and white slip. I think part of the art’s identity is built on the fact

that we never deviate from our choice of framing, and it’s great to see them looking uniform when they are presented together in the gallery too.”

Although Ron’s chosen Larson-Juhl mouldings for his paintings are 306493111 and 311493111, the business also carries out framing work for other local people, so it is important for them to stock a range of mouldings to suit all customers. That’s where Larson-Juhl come in to provide a number of mouldings in the latest styles and trends, both in-store as a chevron display but also in the new catalogue which has come in particularly handy when showing customers the options available.

To see more of Ron’s stunning work, check him out on social media @ronlawsonart.

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Training “At the start of my online journey, I went on a number of courses run by the council, and I have to say they were massively valuable.

As a small business, I do not have an IT department but I have mastered the key skills required in the virtual world, and also, I know my customers! How to get best value from social ads and how to create videos were two really useful courses.”

“For me, it was really important to have a real shift in mindset from using social media for friends and family to using it for work with a business filter. Now it is just second nature – what we do on Facebook and Instagram is really just an extension of how we deal with customers. And with 100% authenticity.”

In terms of her online trading, this is split fairly equally between Facebook and Instagram and the website. Heather explains: “People buying on Facebook and Instagram tend to be more local and tend to have an ongoing relationship with the gallery.

Heather Lavery

SELLING THE SHELDON WAY Heather Lavery may have 38 years’ experience of the framing industry but her passion for the sector and appetite to try new things is unabated! As a result, not surprisingly, Sheldon Galleries is absolutely flying on the back of innovations around online trading that were essentially accelerated by lockdown but had been started back in 2012 when Heather first embraced social media as part of her marketing strategy.

In this article, Heather shares some insightful best practice around selling on Facebook, Instagram and her website.

Heather’s father David Devenney opened Sheldon Galleries in 1965 and she was brought up on art and framing – helping after school and in the holidays. She started full-time at the age of 18 and then officially took over the business in 1987.

While Heather still loves to see customers in person at her Newtownards studio, a huge amount of her business is now online.

She has a team of 10 in total, many of whom like Karen Gregory and Eilis Johnson have been with her for over 20 years.

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“Interestingly, much of the online business through the website is with customers farther afield who have discovered us via Google as opposed to a pre-existing relationship. Our SEO strategy is clearly working and we now have customers throughout the UK, Europe and USA.”

Karen Gregory

Selling not selling Heather believes that the key to making the most of social channels from a commercial perspective, is not to always be ‘selling’! Sometimes Heather will post blatantly about deals and promotions, but she says:

“It is important to keep the feed varied, featuring popular artists, as well as to talk up our skills, craft and talent, showcasing commissions like framed intricate memorabilia, hand crafts and needlework, talk about the team, and to celebrate new product lines and finished jobs.”

And she supplements her organic content with a bit of paid advertising support. Typically, Heather spends around £200-300 per month.

Karen Gregory

“It’s important to inspire and engage customers and to not just be seen as pushing product and offers – although value is of course important too!

“The mix of content seems to encourage requests for advice about more complicated pieces because we are seen as knowledgeable.

And a surprising number of customers share photos of our work on their walls.

“Being active on social media gives you visibility.

Appearing in customers’ feeds regularly helps to give a gentle reminder – ‘Don’t forget we are here’! But too much, and they will be turned off.

“Interestingly, Instagram Stories is especially good for time limited posts. Stories may only be up for 24 hours but they really help to sell! Some people clearly love the immediacy of something special that is only there for a very short time!”

Eilis Johnson

LEARNING FROM LOCKDOWN Although very upbeat about trade now, lockdown was hard. It forced Heather to rethink her business. “We couldn’t just wait for the Government to act. We upped our social media activity. We had to get out there. We collected and delivered jobs.

And now it has really paid off.

Prague 869 077

“Lockdown brought about a huge behaviour change, even among local customers who are now back in the shop.

Everyone is used to searching online for specific goods and services – and having been faced with the same, potentially blank, four walls, many were spurred into action!”

Heather’s Larson-Juhl area sales manager Orin Forshaw is pleased to be visiting Sheldon Galleries in real life again. Heather says Orin is always welcome: “Orin was brilliant during lockdown with helpful tips and a great source of advice and not just selling.

His face-to-face meetings now are always productive and enjoyable.”

Heather’s energy and passion have clearly paid off, but while we all hope this year will be more ‘normal’ than last, if there are more challenges, Heather will be tackling them full on!

As she says: “Framing is in my soul!”

Follow Heather’s business on social media @sheldongalleries on Instagram, Facebook and Twitter and visit sheldongalleries.co.uk.

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BROTHERS IN ARMS For brothers Ian, Matt and Gary Clooney, taking over AC Picture Frame Service in Luton was a natural progression after spending their teenage years helping their father on his market stall in St Albans and in his workshop. Although much has changed since then, their business model remains similar and quite unusual in the world of framing!

Matt, Ian and Gary

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The Clooney brothers have their fingers in lots of pies, and as well as running regular market stalls and a framing shop, they also own a framing gallery in Milton Keynes shopping centre. Here, they display a large selection of mouldings to choose from and display more original and limited edition pieces by artists from around the globe, working with Buckingham Fine Art, Wishbone Publishing Ltd and others to source a range of gorgeous pieces. Some of the artists shown include Kealey Farmer, JJ Adams, Monica Vincent, Leigh Lambert and Edward Waite.

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“My father was very business smart – he knew that running the market stalls despite having physical premises would ensure that we were catering to those of a different demographic as well as staying slightly ahead of our competitors. And it’s a lovely way to work, I remember working at the markets as a teenager and really enjoying it!”

COVID has had a lasting impact on markets, but Matt still gets a lot of trade to his stall in Berkhamsted, where he takes bespoke moulding orders and has a selection of ready-made frames on offer. Amazingly, Matt displays up to 500 mouldings at his market and finds that despite the misconceptions some people have about markets, people are willing to make more expensive purchases such as framing.

Mandarin

The business began its days as a market stall run by their father Alan, who originally started selling shoes at the market and soon realised he could sell frames and earn more money. From there he grew the business to a handful of markets in different towns, and from his workshop in the garage to a framing shop in Luton. As the lack of rent made starting a business much more affordable and significantly less risky! Although an unconventional method of selling picture frames, the business took off, soon moving into its own premises. But the tradition has continued ever since, with the team at AC Picture Frame Service working on a rota and each brother spending a few days per week running a market stall

Inside the workshop

The variation in memorabilia means that the framers are always kept on their toes and use different styles of mouldings.

Framed in 150 167 000

4walls was pleased to hear that the majority of mouldings stocked at AC Picture Frame Service are supplied by Larson-Juhl, and the brothers are happy to be able to order quickly and easily from a huge range of products via the website. And if the product they are looking for isn’t in stock, they are able to let the customer know during their initial appointment to save hassling them in the future, something that is particularly important on their market stalls.

With such a varied business, 4walls was keen to hear how AC Picture Frame Service caters for their vast customer base. Matt said:

“At the moment, we’re finding that the majority of people are looking for simple, monochrome mouldings in our gallery space, framing shop and market. It seems that the current trends match what artists and galleries are looking for commercially, so that makes it a lot easier. Over 60% of the mouldings we sell are black and white, and we have some days on the market where all our customers will decide on a monochrome moulding despite all the options available!”

To cater for changing styles and trends, their area sales manager John Green is fantastic at suggesting new products that he thinks they will like, and they often go on to make large orders of the mouldings suggested. Matt said: “We can’t fault John, he’s always on hand to show us new products or answer any questions we might have! The only problem is that we are running out of space to store the mouldings he introduces us to!”

Some of their most popular black and white mouldings are the Coastal Woods and Confetti ranges by Larson-Juhl. But, despite the current black and white trend, Matt and his brothers still like to offer a range of mouldings to their customers. Over the years customers at AC Picture Frame Service have also moved away from traditional framing and the team now frame lots of memorabilia as well as art.

To see more of A C Picture Frame Service head to their website acframinggallery.co.uk or their social media @acframinggallery.

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WALL TO WALL SALES OPPORTUNITIES Chevron displays are a key selling tool – giving customers inspiration and helping the framer to show the strength and depth of their offer at a glance.

Well merchandised mouldings are always a delight to behold – and we particularly like this example from Riccio Gallery up in Dalkeith on the outskirts of Edinburgh, where the mouldings are 100% Larson-Juhl!

Fenice Ivory/Silver 364 500

Spoleto Silver 317 100

Chaise Silver 281 753 662

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WOW FACTOR Carlo Riccio has over 30 years’ experience of running a framing business and enjoys an excellent reputation for craftsmanship and customer service. Earlier this year, Carlo refurbished his premises and he worked with Larson-Juhl area sales manager Lisa Frazer Orrick to create two stunning new show walls with over 400 samples. The display has a real wow factor – which has hugely contributed to a significant increase in the sales of premium frames.

The starting point was the catalogue in terms of identifying new mouldings to showcase, and the results have a number of key features and benefits: • A high impact show wall immediately lets consumers know what is on offer.

While having over 400 samples for customers to peruse helps expand consumers’ vision for what might be possible, by using his iPad during consultations Carlo can check on stock levels and availability and get the sale confirmed there and then. With a much smaller display, Carlo had to rely on the catalogue for inspiration, which was fine in one way, but he then had to order a sample, then get the customer back in, then hopefully do the deal and place his order.

Having such a wide selection of premium products on show also helps to sell to the customer with a large property and plenty of wall space to fill. They don’t need to ask: “Do you have anything more ornate/ large scale?” If appropriate options are not on the wall, browsers are less likely to engage.

For the last seven years the framing area was inside the shop, with artworks on display in the entrance area to attract custom – but people sometimes came in asking if Carlo did framing! Now the framing takes pride of place, still with an impressive art gallery to the side.

• A mix of colour, style, price range and materials.

• M ouldings grouped together by colour, except for premium ranges, where a much bigger story can be told by showing the range in full. Carlo has around 18 of Larson-Juhl’s Signature ranges on show here. Collections are then signposted clearly for easy identification.

• E asy access for customers to get up close to experience the touch and feel as well as the look of the mouldings which is really helping to sell the quality – now that pandemic restrictions allow!

30 year partnership Although not an intrinsic part of the chevron wall, Carlo also recommends space for a glass display to show the difference between standard and premium glass. There is a real appetite for the benefits amongst his discerning customer base. He told 4walls that: “I am selling Clarity glass like nothing on earth!”

Carlo’s most popular mouldings include Fenice, Spoleto and Chaise Longue. “I love the Italian styles,” he says, “they are really stylish and work with traditional and contemporary artwork alike.”

Throughout his 30 years as a framer, Carlo has worked with Larson-Juhl as his sole supplier for mouldings and mountboard because he likes having access to such a huge range, and enjoys being able to offer a quality product. In Carlo’s view: “Larson-Juhl may not be the cheapest, but they do offer best value. Also, our area sales manager Lisa is so helpful and tuned in to the gallery’s needs.”

He also likes to keep things streamlined and is now using Larson-Juhl for certain sundries too.

Carlo regularly shows contemporary art in the gallery and he’s looking forward to a new Spring Collection of work by distinguished Scottish artists Barbara Mackie, Rona MacLean, Jackie MacDonald, Nancy Bryce, and Linda Sheridan. With a lower level of commission and easier car parking than Edinburgh galleries it’s a popular marketplace for both new and experienced artists. Carlo loves the bright welcome the paintings give to all his customers!

To find out more, go to ricciogallery.com.

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Previous Guild event

A WEEKEND WITH THE GUILD As a major player in the art and framing industry, Larson-Juhl has worked closely with the Fine Art Trade Guild for many years to provide support for framers and artists alike. This year, the Fine Art Trade Guild will once again be holding a weekend celebration of art and framing which will be open to all, whether you are a member of the Guild or not.

The Guild Weekend is scheduled to take place on 14th and 15th May 2022 at the Crowne Plaza in Stratford-Upon-Avon.

4walls would highly recommend this event as it is a fantastic opportunity to chat to fellow artists and framers, catch one of the free, informative workshops, watch inperson demonstrations, see products and equipment first hand and network with industry peers. Visitors will also be able to view the Guild Artist Showcase and help choose the Best in Show artist and framer.

Workshops will be running from 10.30am to 3pm on Saturday 14th May, giving you the opportunity to learn new skills and the Master’s Dinner will also be taking place on the Saturday, for a price of £72 per person including a 6.30pm drinks reception. The highlight of the evening will be the Art & Framing Industry Awards.

We are looking forward to finding out the winners of these prestigious awards – the categories include: • Guild Framing Challenge • Digital Printer of the Year • Art Business Website • Up & Coming Artist • Student Artist Award • Most Popular Published Artist – sponsored by Larson-Juhl • Unsung Hero Award • Art Retailer of the Year

At 10.30am on Sunday, members of the Fine Art Trade Guild are invited to have their say at the Annual General Meeting and vote for the directors of the Guild We do hope that you attend the Guild Weekend, to find out more information, including details about COVID-19 safety measures and discounted accommodation please head to the Fine Art Trade Guild’s website: fineart.co.uk/guildweekend-2022.aspx

• Best Mount Design – hand and CMC cut • Small Business Customer Service • Up & Coming Framer • Customer Service

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SWEET AS HONEY Pride is at the heart of Sussex Framing Centre, and owners Simon and Liz Honey have built a business around making their customers say ‘WOW’.

Sussex Framing Centre

The couple fell into framing almost by accident, as Liz was studying photography at the time and encouraging Simon to pick up framing as a hobby in an attempt to convince him to frame her photography!

It worked, and after completing all the courses available at the local college and practising framing in their spare bedroom, Simon stumbled across a framing business for sale in Battle, Sussex.

Simon and Liz uprooted their lives and left their jobs in motoring books and construction, buying the Sussex Framing Centre in 2006. Over the years a lot has changed, and the business has grown to be a great success.

Liz said: “When we took over the business, we made the decision to split the gallery and framing elements of the business and focus on bespoke framing at Sussex Framing Centre. It is a decision that has served us well, as we are lucky enough to

not only have lots of repeat customers but also acquire new customers through word of mouth. News of our ‘wow’ factor offering has largely spread organically!

One thing that we noticed though, was that our customer base was largely made up of people coming from around and north of our original base in Battle and we wanted to attract customers from the south coast too.”

Their response was to expand their business four years ago and open a new framing shop in Hastings, on the south coast of Sussex. Despite facing a global pandemic, business is now booming at their new location, and they are delighted to not only be to introducing their business to a different demographic but also starting to make a name for themselves across the county due to the quality of their work.

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A focus on quality Quality is important to the team at Sussex Framing Centre, who have a total of over 80 years’ framing experience between them! Simon heads the framing team, all of whom adhere to the standards of the Fine Art Trade Guild, of which Larson-Juhl is a sponsor.

The Fine Art Trade Guild is internationally recognised for developing standards for the professional framing industry based on evidence and seeks input from relevant experts and bodies. It promotes a consistently high standard of framing and confirms a framer’s abilities to employers and customers, as well as enhancing their standard in the industry.

Simon said: “It is absolutely crucial that we are members of the FATG as it increases customer confidence in our ethics and abilities. We focus on quality framing, so we pride ourselves on framing all pieces to a minimum of Commended level as standard – although actually customers often choose to go for framing with greater protection.”

The gallery space

The consultation side of the business is Liz’s forte, and a consultation at Sussex Framing Centre comes with a wealth of advice.

favourites are Aurora, Dresden, Komodo and Lille, as their customer base tends to choose a more contemporary look over an ornate finish.

“In our opinion, the consultation is incredibly important as it allows us to get an idea of what the customer is looking for and provide in-depth advice based on individual needs. We also make sure that we take the time to explain the various options available to customers at this stage, as we believe that it is our responsibility to provide all of the information needed for them to make an informed decision.”

Simon said: “We really enjoy working with Larson-Juhl – they stock quality mouldings whilst also offering great service. We appreciate being able to check stock levels whilst the customer is with us as it streamlines our service and allows us to let customers know there and then when their framing will be ready.”

Their high standards and reputation have brought them customers from all walks of life, and the business regularly frames for a legendary singersongwriter, stars of the stage and screen and has previously framed a gift for the Queen Mother.

If you’re interested, you can become a member of the Fine Art Trade Guild here: fineart.co.uk/ Join_the_Fine_Art_Trade_Guild.aspx And to see more from Sussex Framing Centre, check out their website sussexframingcentre.co.uk or find them on social media @sussexframing.

4walls was overjoyed to hear that Larson-Juhl plays an important part in ensuring that the Honeys can maintain their high standards! The pair stock a great number of Larson-Juhl Signature ranges as they match the quality that Sussex Framing Centre is known for, whilst also being popular with customers for their appearance. Some customer

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JACK’S

Big Picture For Jack Clark, taking over the family business in Harrogate in 2020 was challenging to say the least – facing a global pandemic in your first year of business is hardly something to put on your career wishlist! Despite the initial challenges, Jack remains excited about the opportunities available for both The Whole Picture Company and the framing industry as a whole and has already made some big changes to the business.

Jack joined the business in 2014 after leaving college and started from the bottom, initially only responsible for tidying the workshop and making cups of tea! He worked his way up and is now running the family business which celebrates its 25th anniversary this year.

“When my dad started the business in 1997, he only had one customer and it remained that way for the first year! We’ve certainly come a long way since then and I’m hoping to take the business even further by staying ahead of the game and investing in technology.”

Technology is key to Jack’s plans for the business, and he has recently invested in a computerised mount cutter, giclee fine art printer, a hot press and Epson 12000 XL scanner. He says: “Investing in computerised kit has changed the game for us – before we were only able to cut around 30-40 mountboards per day and now we can do a couple of thousand on a good day! If you’re not investing in technology, it’s much more difficult to keep up, particularly in the commercial sector.”

The Whole Picture Company works with a number of clients, including galleries, hotels, restaurants, housing developers and members of the public. But in future, they intend to focus more on commercial clients as they are more likely to utilise the many other services on offer – printing, mounting, scanning and canvas stretching.

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The customer is always right Having been around for 25 years, The Whole Picture Company has had its fair share of customers, but Jack is proud to say that they have a large number of repeat customers.

“We are always looking to offer the best service possible to our customers, and we really do want the best for their artwork too! We’ll advise customers on the style of moulding we would recommend based on the artwork itself and the style of the surroundings, and it’s that personalised service and support that encourages people to come back.”

Jack is quick to add that understanding customer needs is the most important part of the job, as different sectors are often looking for different styles of moulding. When working with galleries they’ll often be looking for contemporary style mouldings in simple white, grey and black, whereas commercial jobs are much more varied as the framing must match the decoration already in place.

One trend that has caught on over the last 10 years is non-reflective glass, with clients in all sectors opting for the higher quality product.

A longstanding relationship 4walls was delighted to hear that The Whole Picture Company has been working with Larson-Juhl for the entirety of their 25 years in business, and the team has enjoyed seeing the range of mouldings and finishes expand over the years. It was also great to hear that Larson-Juhl mouldings are popular with customers, particularly simple blacks and whites such as 441167000, and ornate gold mouldings like 776300246.

Jack said: “We continue to use Larson-Juhl for the majority of our mouldings because they offer a brilliant service with very competitive prices. We also have a fantastic relationship with Richard our area sales manager – there aren’t many problems he can’t solve!”

Looking to the future, Jack is aiming to embrace social media as he is aware that even after 25 years, there are still people who haven’t heard of The Whole Picture Company. 4walls is looking forward to seeing what a difference this can make!

See their website thewholepicturecompany.co.uk or their social media @thewholepictureco.

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Using the machinery

When Jack is looking to switch up his moulding options, he need only call Richard, who is always on hand with samples of new products and other mouldings that he thinks Jack may like.

FORSHAW’S LIVING THE DREAM, FOR SURE! Orin started his career as a chef before moving to Heineken, where he spent two years as a merchandising and sales advisor.

Working in a commercial environment gave him an appetite for business and so he went back to college and graduated with a degree in marketing. While studying, Orin worked part-time in telecoms at eir Ireland but on completing his course at Dublin Business School, he wanted to get into a more creative and diverse sector that could offer scope, variety and fun! Next stop, Larson-Juhl!

Six years on, meeting with customers and really getting to understand their business is Orin’s favourite part of the job. This allows him to respond with a truly bespoke service that is tailored to that framer or gallery.

Born and bred in Dublin, Orin has always loved the city and is now really enjoying seeing it thrive – with many global banks and big tech companies choosing Dublin as a European base and as a gateway to Europe. This is contributing to a general boom in property as more people look to move into the city and surrounding areas, more new hotels and offices; and those who were there already investing in their

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homes in terms of refurbishment. All of which is great news for framers! There are many other towns and cities that are flourishing, including Cork, Limerick and Galway, and Belfast in Northern Ireland.

There has indeed been much uncertainty during the pandemic but the above trends have helped grow the demand for framing and at the same time more and more people have discovered the benefits of virtual trading. Orin has also noticed an increased demand for quality as people focused on their interiors. Spending more time at home has also spurred the desire for the framing of family photographs and memorabilia that had been “stuffed under the spare bed” for years!

Orin says: “Some customers found it easier to adapt to trading in a digital world than others. But many people have been pleasantly surprised about the upsides of the pandemic. And as we move forward into the spring, I feel really optimistic on all fronts.”

Framing trends Orin adds: “In terms of colour trends, coppers and greys are very popular currently – and we have some lovely colour palettes in our Petite III range and new grey finishes in some of our coastal collections that fit the bill. Both Micro-tech Veneers with their natural wood profiles and also Chaise Longue’s contemporary metallic colours are selling well.

And across all ranges, there is a rise in demand for chop. Framers like buying to order per job, with no wastage and reducing the need for stock onsite.”

Outside work, Orin still enjoys cooking in his spare time and both he and his wife Kirsty also love to travel. They are hoping to make up for lost time later this year with trips to America and Europe in the pipeline, alongside exploring undiscovered parts of Ireland.

Petite Bronze 230 131

Orin in the Larson-Juhl showroom

Since joining Larson-Juhl back in 2016 with a lifelong love of contemporary art, Orin Forshaw has been thriving in his role across the Republic and Northern Ireland.

4walls caught up with him to find out about his back story, alongside his views on the market and current trends.

SINGLE MOUNT UPSELLING A MASTERCLASS WITH JON PRICE GCF (APF)

Maybe it’s just me, but I find a plain, single mount pretty uninspiring. Admittedly, it’s sometimes the most appropriate option. But, on occasion, customers choose a single mount because they want to keep the cost of framing as low as possible. The thing is, keeping the cost of framing, and therefore the profit, as low as possible is not what we want. Is it? Your motivation for being in business doesn’t have to be ‘to make as much

Thicker mountboard: a classy single mount upsell

Thicker mountboard Standard Level 2, 3 & 4 (conservation, whitecore and creamcore) mountboards are normally between 1200 and 1700 microns (1.2 and 1.7mm) thick. If your customer has opted for a single mount, show them how good a thicker board with a deeper bevel looks. Although it might only be a millimetre thicker, that deeper bevel looks classy and adds a feel of quality to any frame. In the Larson-Juhl Level 2 and 3 mountboard range, thicker boards are available in 2400 and 3500 microns. These come in a selection of whites, off-whites, creams, ivories and a black. So, colour options are limited. But then, how often do you use a red or green single mount anyway? All you need to do is adjust your mountcutter blade depth to add value and increase profitability.

money as possible’, but it’s natural to want to increase profits. One way to do this is to up customer spending.

Therefore, having a range of single mount upsells, ready to offer makes sense.

My ‘upsell’ technique is to offer additions, emphasising the benefit of each. In other words, I explain ways in which we can make a single mount more interesting and attractive (and more profitable).

In terms of value verses effort V-grooves are a real winner

V-grooves I don’t understand why V-grooves aren’t used more frequently.

They look great and are really simple to cut. In fact, in terms of value verses effort, the V-groove is a real winner. What I mean is that customers perceive the value of a V-groove to be far higher than it actually is. It’s not unrealistic to charge at least £10 to cut a V-groove (I know framers who charge £20), but to add a V-groove, to a window mount, using a manual mount cutter, takes around five minutes. At £10 for five minutes, you’re working at £120 per hour. That means V-grooves look great, are simple to produce and are really profitable. Let me reiterate, I don’t understand why V-grooves aren’t used more frequently.

Continued overleaf

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Painted bevels This is another straight forward technique, but it looks so good that it sells itself. I know of framers who paint the mount bevels on their ready-made frames because it improves sales (and presumably increases the selling price to the extent that it is worth the time spent).

Calculate the position of the window aperture cut in your mountboard. Place 3M removable magic tape along all four cut lines, so that the window aperture cut runs through the tape lengthways. Ideally, you’ll end up with at least two thirds of the tape on the face of the window mount. This will sit along the top of the bevelled aperture edge, once the window has been cut. Burnish the tape with an artist’s bone, paying particular attention to the top of the bevel edge.

Paint the bevel. Many framers recommend Acrylic Gouache for this because of its lack of translucency. However, you are still likely to need two coats of paint. Remove the tape and ‘voila’, you have a window mount with a painted bevel.

By the way, painted bevels look even better on thicker mountboards. So, you could combine two upsells on one mount.

Painted bevels: look so good that they sell themselves

Simple shadow mount You can subtly enhance a single mount just by raising it away from the artwork by a few millimetres.

Try using mountboard offcuts. It’s surprising what a difference this can make, increasing depth and adding perspective to a design. A quick, simple, inexpensive, effective and profitable upsell. It’s up to you what you charge, but I don’t think an extra tenner would be over the top for a shadow mount made with offcuts.

A shadow mount can increase depth and add perspective

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Quality ‘French Matting’ is an art form in itself and requires a high skill set.

But, just because you haven’t learnt to run a marathon, doesn’t mean you can’t go for a jog. Even a single ruled line can be very effective, and by mixing your paints/inks, you have an endless choice of colours with which to enhance the artwork. All you need are a reasonable quality ruling pen (from around £10), acrylic inks/paint, a pencil, a ruler and a marking gauge.

Ruled lines do take a bit of practice and some mountboards are more suitable than others, depending upon their sizing; I’ve always got on well with the Larson-Juhl level 2 and 3 range.

Deep, deep bevels – mountboard cover tape

Mountboard cover tape: deep mount bevels that look wonderful

There’s a real wow factor to the deep bevel effect achieved using mountboard cover tape. I remember seeing this for the first time at a trade show and thinking how wonderful it looked. The tape itself wraps around a piece of foamboard, that is cut with a bevelled edge. This is placed under a window mount so that the wrapped bevel of the foam board aligns with the window mount bevel. Larson-Juhl mountboard cover tape comes in three colours, which match colours in their mountboard range: hayseed, black and snow white. The only limiting factor to the depth of bevel you can achieve is the 45mm width of the mount bevel tape.

These are just some of the ways that you can upsell from a plain, uninspiring, single mount to a mount design that’s more interesting, has increased appeal and is more profitable. A number of these skills are explained in more depth in my masterclass videos on Larson-Juhl’s website (larsonjuhl.co.uk/haven/vids/ jon-price-masterclass). To help you to upsell have examples of these techniques on display. From mount chevrons complete with lines or V-grooves to fully framed pieces. I know you’re busy. I know it’s a bit of hassle. But, if you made an extra £10 on half of all your single mount frames, wouldn’t it be worth it?

Jon Price GCF(APF) owns Handmade Framing & Gallery, near Bude, North Cornwall. He has framed for world renowned museums, galleries, artists, photographers and designers. Jon is passionate about great framing and framing education. handmadeframing.co.uk 29

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Even a single ruled line can be very effective

Ruled lines

Ask the experts

Q. I am fairly new to framing and have just got my first canvas commission. The canvas in question is already stretched on a frame and I am going to frame it in a float/tray frame, but need some advice on the float frame, please. Could you let me know if it is it just glued together then the canvas is fixed to it to hold it all together, or do you glue and pin the float frame together?

Framers wedges

Picture positioning

Answer: Using float/tray frames is relatively easy but first a couple of things to note. Many frames are painted on both vertical outside edges meaning that both of the inside edges can be used.

This is useful as often the inside edges are of a different length (rebate) so either can be used to suit the thickness of the canvas plus stretchers – look at float frame 511000167. Assuming that the outside edges are painted then this moulding gives you the opportunity to use an inside edge of either 40mm or 28mm.

Normally when using float frames an allowance is left all around the stretched canvas. I normally allow 5mm but this is to suit. A stretched canvas of 600 x 600mm would be 610 x 610mm.

End view

Cut the mitre and then measure the required distance for the second mitre. Joining the mitres can present a problem depending on the thickness of the moulding. For thin mouldings, I normally use either 5mm or 7mm framers wedges and then at the back end of the mitre stack two wedges.

Plenty of glue is required, ensuring the top of the joint is well covered.

Set aside and leave until the glue dries off – this is important otherwise one could get the top of the join opening up later.

In the meantime, cut around 12 strips of 5mm foamboard spacers around the depth of the rebate. For example, for 511000167 maybe 100mm long by either 45mm or 35mm – depending on which rebate is used.

Once the glue has dried, check the canvas fits as required and remove the canvas. On the bottom of the frame, mark and drill holes – the number depends on the length of the side. For example, for 610mm I would drill one hole 100mm from each edge and a third hole in the centre. Do this on each side, turn the frame over and place the canvas into the frame. Use the spacers to position the canvas but do not force them as they may well crack the top of the joint. Once secured, screw the canvas in place. Then place bumpers at the bottom corners, D-rings and poly-cord as required.

Mal Reynolds GCF (APF) Advanced

Finished artwork

Artwork by kind permission of Denise Hawthorne

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How to… utilise email marketing

Email is one of the most effective marketing channels available as it allows you to speak directly to people who are already interested in your business, but many small businesses are not yet using email marketing to their full advantage. In this issue of 4walls, we will be providing you with some top tips to get you started in your email marketing – we hope you find it useful!

Subscribe to an email marketing system: • Although you can create emails without, we would recommend subscribing to an email marketing system as they allow you to easily create engaging emails using templates and provide useful data about the success of your email campaigns.

• Choose a subject line that is relevant and interesting to your audience – if their interest isn’t piqued by the subject line, they are unlikely to open the email at all!

• Many email marketing systems offer pre-existing email templates, only requiring you to change the text and images for your business. For appearance purposes, we would suggest sticking to one or two colours, using high quality images and adding links to relevant pages on your website where appropriate.

• M ailChimp offers a free version that has everything you need to get started, but there are other options such as Campaign Monitor and Sendinblue.

Build an email list:

• Use your emails to direct customers to your website and social media profiles, you can include links to these in the footer of your email.

• An email list is a database that contains the email addresses of people who gave their consent to receive your email campaigns. If you don’t have consent, this will cause data protection issues. Full guidelines are available at: ico.org.uk/ for-organisations/guide-to-pecr/electronic-and-telephonemarketing/electronic-mail-marketing/.

• Once you think you’re ready, MailChimp allows you to send a test email to yourself before sending to your customers! Keep testing until you are happy!

• If you already send emails out to your customers, you can input your existing email list into your email marketing system. To find new subscribers, you can ask customers in-person, via social media or add a section in the footer of your website asking customers to sign up.

Looking at your data: • It is important to look at your data/insights as they help you to know what content is resonating with your customers.

Create content:

• The open rate is the most important insight as it shows what percentage of your audience opens the emails you send them – the average open rate is 21.33%.

• You know your customers best, so use your existing knowledge of your customer base to create emails that are interesting and informative to them.

To find out more go to mailchimp.com/help/ best-practices-mailchimp-email/

• Email marketing is incredibly versatile and can be used to advertise new products, discounts and services that you offer.

It can also be used to build a stronger relationship between you and your customers by inviting them behind the scenes.

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2/16/22 9:43PM

0

2

31

Ref 999001050/0322