KEEPING UP WITH DESIGN TRENDS INVESTING IN YOUR BUSINESS • OPTIMIZING YOUR PRINT COLOR
Visit us at the WCAF Expo Booth 505
Contents
PFM is a member of:
Volume 30, Number 1
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover
Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 83 South Street, Unit 307, Freehold New Jersey 07728; phone 732-536-5160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2019 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910
Top and Middle Mats: Crescent Select Pebble Beach Collection: Silver Sand #5698 Bottom Mat: Crescent Select 8 Ply: Before Dark #229598
Features 18 Antique Map Reframing 28 Keeping Up with Trends 34 Restoration vs. Conservation
46
Columns 12 24 46 62
Digital Imaging Goltz on Business Mastering Mounting Design of the Month
62
Departments 8 10 56 57 60 61
Editor’s Note Industry News Distributor Spotlight Classified Ads Index of Advertisers Calendar of Events
34
28
18
Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
PFM GROUP
83 South St., Unit 307, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270
PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com Kimberly Biesiada • kbiesiada@pfm-group.com
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS B USI N E S S E D I TO R
Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF Tim Franer, CPF • John E. Ranes II, CPF, GCF • Brian Wolf, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF Paul MacFarland, MCPF, GCF • James Miller, MCPF, GCF
M AT D O C TO RS
ADVERTISING SALES
sales@pfm-group.com • 732-536-5160 ext. 222 Ellen Blatt • ellenhobbypub@cs.com Bruce Gherman • bgherman@pfm-group.com Rob Gherman • rgherman@hobbypub.com Sean Kliemisch • sean@wcafexpo.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T
Maureen Robertson • maureen@wcafexpo.com
SUBSCRIPTIONS TOLL FREE: 888-238-0049 pictureframing@omeda.com
WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE www.wcafshow.com Deborah Salmon • dsalmon@wcafexpo.com BU S I N E S S M A N A G E R Mindy Gruenbaum • mindy@wcafexpo.com E X HI BI TO R S E RV I C E S Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com A S S O C I ATE E D I TO R Sara LaPonte • sara@wcafexpo.com M A RKE TI N G A N D C O M M U N I C ATI O N S C O O RD I N ATO R Alexis Orlacchio • alexis@wcafexpo.com TRA D E S HO W D I RE C TO R
WCAF EXPO SALES
sales@wcafexpo.com
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@hobbypub.com
CONTENTS
PFM GROUP STAFF PRODUCTION
Gary Coughlin • gary@wcafexpo.com Jin Dong • jin@wcafexpo.com C O O RD I N ATO R Jin Dong • ads@pfm-group.com
A RT D I RE C TO RS A D V E RTI S I N G
AD INDEX
PFM PUBLISHING, LLC PRE S I D E N T
PFM PFMseminars PICTURE FRAMING MAGAZINE
6 PFM January 2019
Bruce Gherman
Excellence in Art and Framing Education
WEST COAST ART & FRAME
EXPO & THE NATIONAL CONFERENCE
FROM THE EDITOR’S DESK
T
Change can be downright uncomfortable, but it’s critical to meet consumers’ changing habits and preferences.
CONTENTS AD INDEX 8 PFM January 2019
here is every reason to feel positive as a retailer heading into 2019. According to Forbes, the US retail market reported year-onyear growth every month last year (note: data was not available for December at the time of this writing). That good news comes on top of record-setting 2017 numbers. Of course, custom picture framing isn’t just “retail;” this industry is a niche one, offering hand-crafted goods from skilled professionals. As such, it’s important that framing retailers adapt to changing consumer habits while upholding the unique, custom nature of the business. A recent Forbes article,“5 Trends That Will Redefine Retail In 2019,” details the trends they say will shape the market this year. Two of them— making e-commerce shipping faster and a rise in subscription e-commerce—don’t apply to most frame shops upon first glance, but I contend that framers are well-positioned to meet consumers’ underlying desire for goods that are tailored to them and delivered directly to their door. Custom framing is tailored to your customer by nature, but do you offer delivery? What about installation? If
not, it might be time to look into adding these services to your repertiore. It’s also time to think seriously about your business’s brand. “More and more, consumers are shopping with their emotions instead of their wallets,” says the Forbes report. “Companies will have to consider the image their brand conveys to the world.” Good service and selection are key, but when people in the area Google you, do they learn more than just your address and hours of operation? Develop a distinct voice and culture that comes across in your store, on your website, and on your social media accounts. As we dive headfirst into a new year, it’s worth taking some time to step back and look at all the components of your business. Once you’ve identified areas in need of improvement, set a clear action plan and follow through. As consumer preferences change, so must retailers; this kind of change pays dividends.
Kimberly Biesiada Editor
INDUSTRY NEWS Decor Moulding Releases ‘Extreme Savings’ Brochure for Winter
No Shave November Contest Won by Framerica’s Milano
Decor Moulding is pleased to announce that its winter Extreme
Framerica’s second annual “No Shave November” contest is in-
Savings brochure is now available. Loaded with over 130 styles
tended to raise men’s health awareness at the company, as well
with savings up to 67 percent, customers can save on everything
as build comradery.
from the popular Park Slopes
Senior Sales Direc-
and Precious Metals to Aries
tor
shadowboxes and classic com-
walked away with
pos in a range of profiles and fin-
the coveted prize
ishes. Savings can also be found
this year, which in-
on blacks, whites, linen liners,
cludes
and stretchers.
bragging
There are four pages of ev-
Decor’s Winter Savings brochure
within
Milano
significant rights Framerica.
eryday, necessary styles for the
“It’s a lot of fun and
start of the new year. All styles
for a good cause,”
are available from both the New
notes Josh Eichner.
York and Georgia warehouses.
“The race was tight
For more information on cur-
for the entire month, but by the end, Kevin basically became a
rent moulding offerings, visit decormoulding.com/catalogpages. aspx or contact the company at 1-800-937-1055 or by email at order@decormoulding.com.
Kevin
Kevin Milano, winner of “No Shave November”
werewolf!” For more information, call Framerica at 800-372-6422 or visit www.framerica.com.
Framerica Welcomes Diana Byrne Diana Byrne has joined Framerica’s customer service team. Byrne, a bi-lingual cooking enthusiast, brings more than a decade of experience to the position. “Diana has been a wonderful addition,” notes Lisa Olsen, the company’s head of customer service. “She acclimated to our team instantly and has already become a terrific advocate for our customers.” For more information, call 800-372Diana Byrne
CONTENTS AD INDEX 10 PFM January 2019
6422 or visit www.framerica.com. PFM
KEEPING UP WITH HOME DESIGN TRENDS By Kimberly Biesiada
F
or today’s framing retailers, it can be difficult to stay
inspiring design. Readers can purchase a print or digital sub-
up-to-date on the latest interior trends. Finding spare
scription, or an all-access subscription which also includes
time between hiring and training employees, ordering
full online access and an e-newsletter.
materials and equipment, consulting with clients, and de-
United Kingdom-based publication The World of Interiors,
vising ways to grow the business is challenging at best, but
published monthly, also available for subscribers in print and
knowing what’s popular in the market is an important part
digital formats; and Interior Design, which serves the interior
of a good frame designer’s repertoire. PFM asked industry
design, architectural, and facility management audiences,
experts which resources they turn to for trend knowledge
uses its website as a digital companion to the print publica-
and how framers can leverage that knowledge at the design
tion, posting real-time content for readers between monthly
counter. Using some or all of these resources to your advan-
issues.
tage means you’ll be able to pair your trendy customers’ home spaces with stunning custom framing.
In addition to these staples, Beauchemin says publications like Traditional Home or House Beautiful “relate to the current styles of many homes” and have great web presences.
COMMERCIAL AND TRADE PUBLICATIONS
Steve McKenzie, owner of McKenzie Design LLC in At-
For those in the interior design business, there are sever-
lanta, GA, and former chief designer and CEO of Larson-Juhl,
al mainstay publications which help them stay sharp on
also recommends Veranda as a source for trend insight. The
current and forecasted trends. “Great staples include ELLE
lifestyle magazine, which offers digital and print versions,
DECOR, Architectural Digest, Dwell, The World of Interiors, and
covers the latest trends in fashion, beauty, and home; edi-
Interior Design,” says Daniel Beauchemin, owner and CEO of
torial content showcases leading designers and fascinating
Chelsea Frames in New York City.
interiors from around the world, among other topics.
CONTENTS
ELLE DECOR, which offers both print and digital subscrip-
“A magazine that I feel is cutting-edge for trends is Ca-
tions, showcases insights, ideas, and innovations by today’s
bana from the UK; it only comes out twice a year,” McKenzie
preeminent tastemakers, as well as the emerging talents
adds. “A trade magazine I love that is always up on trends
AD INDEX
who will shape tomorrow. The magazine’s affluent audience
is Designer Today. Furniture Today is another great trade mag-
looks to it for inspiration as they design their homes. Archi-
azine that is always doing trend articles on categories of
tectural Digest offers constant coverage of the interior design
goods.”
and architecture worlds. Print subscribers can access its digi-
Framers need not scour every one of these publications
tal edition, which includes interactive floor plans, videos, and
to pick up what the trends of today are; Beauchemin recom-
more. Dwell is an inspiration and collaborative platform for
mends choosing the magazines or websites you most relate
architects, designers, and enthusiasts to share and discover
to. Reading just one good monthly magazine that’s reflective
28 PFM January 2019
THE PERFECT LINEUP
2019
The National Conference offers wolrd-class education specifically for art and custom framing retailers. With over 60 industry experts and 125 seminars designed for your success, 2019 will be your best year in business yet.
TRADE SHOW: JANUARY 28-30, 2019 • CONFERENCE: JANUARY 27-30, 2019
THE NATIONAL CONFERENCE AT THE WEST COAST ART & FRAME EXPO
Paris Las Vegas Hotel & Casino, Las Vegas, Nevada • www.wcafexpo.com
of your customers’ socioeconomic level and sense of style will give you an advantage at the design counter. Learn who your customers are and understand the design trends they’re seeing. Are your clients older, affluent, and lovers of luxury? Pick a magazine that targets their demographic. Do you have a lot of young, trendy millennials? Read something that serves them.
SOCIAL MEDIA
Beauchemin says that the “industrial chic” aesthetic will be going strong in trending interior design ideas this year.
A quick, on-the-go way to get a glimpse of the latest trends is by visit-
“Trade shows like High Point Mar-
the field,” says McKenzie. “You can use
ing the leading social media platforms.
ket are another great source” for trend
that knowledge to help your client un-
Beauchemin recommends Pinterest as
information, says McKenzie. The High
derstand the finished framed piece in
a great source for what’s hot in inte-
Point Market is the largest home fur-
the context of their space.”
rior design. “I type in ‘trends,’ ‘color,’
nishings industry trade show in the
‘design,’ and ‘furniture,’” he says. “I use
world and holds two major shows
proper industry terms at the counter
it daily, and have created many boards
per year in the spring and fall. Other
lets your client know you’re an expert
that reflects certain styles and ideas.
major design events in North America
right off the bat. “Ask clients if they
When I was designing for Larson-Juhl,
include:
prefer contemporary or stylized, mod-
Beauchemin
says
that
using
each new moulding collection had a
• New York Design
ern or period,” he says. “Based on their
board telling the story behind it.”
• NeoCon (Chicago)
answers, you can hone in on a style.”
Many commercial and trade magazines have Pinterest accounts, on
• The International Contemporary Furniture Fair (New York City)
Beauchemin also cautions against using unfamiliar terms. “If clients start
which they curate boards based on
• Design Miami
digging and realize we have used lan-
their print content. It’s an easy way to
• San Francisco Design Week
guage we don’t really understand, we
get a dose of what the leading indus-
• The Toronto Design Offsite Festi-
lose credibility,” he says. “I also encour-
try voices are saying, without having to dedicate time to reading an entire
val (Toronto Design Week) • SIDIM Design Show (Montreal)
age my young designers to avoid saying things are ‘pretty,’ ‘nice,’ or ‘cute.’
Organizations like Designer So-
Rather, state with determination that
ciety of America aggregate design
the frame really complements the art-
TRADE SHOWS
events online so you can find a show
work or suits the style of the room that
For those who are highly interested
near you.
was discussed. I always use the knowl-
digimag or print publication.
in enhancing their trend knowledge
edge I have to speak about the artist,
CONTENTS AD INDEX
and are able to travel, trade shows are
USE WHAT YOU KNOW
the period, or the specific style. For
a great avenue for getting to see the
Whether you keep up with interior
example; ‘This artwork is such a great
most popular home trends firsthand.
design trends through social media,
Art Nouveau piece! The frame has
Attendees at the 2019 West Coast Art
websites, print publications, or trade
these gentle carvings which reflect
and Frame Expo in Las Vegas will get a
shows, it’s crucial to showcase what
that style so well. Notice how the lines
chance to preview the year’s trending
you know to your framing customers.
of the patterns echo the artwork.’”
moulding styles, colors, and artwork.
“I think it is important to have enough
The interior design industry also holds
knowledge about what is trending to
SO, WHAT’S TRENDING?
many trade shows around the world
help interject it into your conversation
You may be wondering what experts
which showcase the most popular
at the design counter, both to help
are saying the hot trends will be in the
home trends.
guide the sale and also to create an
stylish interiors of 2019. According to
understanding of you as an expert in
ELLE DECOR, The Washington Times, and
30 PFM January 2019
other news and design industry sources, green will be an ‘it’ color this year. McKenzie agrees: “From mossy green to deep forest green, I am seeing everything from upholstery to walls and accent fabrics in greens,” he says. McKenzie says color in general is getting stronger in interiors. “Wallpaper is still going very strong, including the trend of wallpaper on the ceiling,” he adds. “I think brown antiques and a traditional look are re-emerging as well. I think we are looking back to a more comforting time, and that is showing up in decor.” The Times’s forecast report also lists natural fibers, mixed woods, statement art, and vintage, ethically sourced, and sustainable items among the year’s interior trends. In terms of style, Beauchemin predicts industrial chic will be hot among the trendy homes of 2019. What are your favorite ways to stay up on interior design trends? Let us know which platforms are most helpful to you as a custom framing retailer. Email editor@pfm-group.com to share your tips. PFM
CONTENTS AD INDEX Green—like this dark shade used on an accent wall—is expected to be a hot color in the stylish homes of 2019, according to interior designers. 32 PFM January 2019
Visit us at the WCAF Expo Booth #125
Product Showcase
888 Manufacturing
Atlas Saw & Tool
See the latest addition to the Parabellum Line of chop aluminum mouldings. Made in the USA. Available in pre-cut chops up to 40'', our #805 mouldings are available in six popular colors. All chops include assembly hardware.
The hollow-faced design of the saw blade from Atlas Saw & Tool is specifically manufactured to cut polystyrene picture frame mouldings and engineered to eliminate melted burr formation and reduce blade residue buildup. Standard saw blade diameters range from 12'' up to 350mm with custom sizes also available.
Call: 888-338-3318 www.888mfgcorp.com
Call: 888-484-1488 www.fletcher-terry.com
Decor Moulding Decor Moulding is pleased to announce the introduction of Mystic Burls, an eye-catching collection of very colorful real burl veneers. Natural veneers in eight beautiful stained finishes in honey pecan gloss, walnut gloss, natural, blue, red, green, grey, and brown. Contemporary in profile and finish, these mouldings are sure to find the perfect art to frame. All styles are available from both New York and Georgia warehouses. Order corner kit #CS-MYS to get these styles on your walls today.
Delta Picture Frame Co. This collection of ¾'' wide wood moulding is one of DPF’s newest releases. Featuring a washed finish over distressed wood and available in four different colors. To see all the new releases, please call our office and request a copy of our January 2019 Supplement. Call: 800-327-5482 www.deltapictureframe.com
Call: 800-937-1055 www.decormoulding.com
Fox Moulding
Framerica
New! Vintage Line Collection. This modern version of a distressed wood finish, crafted in Italy. Premiering in three soothing finishes: brown, stone blue, and grey. Available in two profiles, 3/4'' x 1 1/4'' and 1 1/2'' x 1/2''.
Framerica’s newest finish is a sibling to its hugely popular Stainless collection, which has captivated the interior design market for more than a decade. Spumante, the coloring of the Italian sparkling wine of the same name, is a soft golden metallic with subtle undertones. “Spumante is the gold finish that designers and specifiers have requested from us,” notes Josh Eichner. Spumante is a Framerica exclusive, immediately available in profiles ranging to 3''.
Call: 800-341-0101 www.foxmoulding.com
Call: 800-372-6422 www.framerica.com
CONTENTS AD INDEX
Larson-Juhl
Michelangelo Moulding
Shutter is a simplistic collection, featuring minimalist stepped profiles that can serve as a float or standard frame. A new profile also allows this collection to work well with metal and acrylic.
Michelangelo has introduced a new series of mouldings, the 752 group, in four new finishes. Available in grey, black, white and off-white colors, the 1 1/8'' wide woods are quite good options for smaller, traditional framing, or enhancing other mouldings by stacking. See them at the WCAF Expo in January. Contact Michelangelo Moulding for samples.
Call: 770-279-5222 www.larsonjuhl.com
Call: 877-422-8812 www.michelangelomoulding.com
54 PFM January 2019
Omega Moulding
Sepp Leaf Products
In hues of silver, pewter, and bronze, the Lumina Collection uses subtleties in tone to integrate metallic finishes with an array of color schemes. Its texture mixes horizontal brush lines with vertical striations in the leaf and is enhanced with wash to illuminate artwork and complement its highlights. Lumina provides elegant framing solutions for photography and graphic art prints, as well as delicate fine art works such as watercolors, drawings, and hand-tinted vintage lithographs.
Metallic Mixols can be added to many water- and solvent-based products to get a variety of metallic effects, from a subtle shimmer to an opaque metal surface. Add to glues, water-based clear coatings, stains, wood and grain filler, shellac, wax, etc. Imported from Germany by Sepp Leaf Products. Call: 212-219-0770 www.mccolluminteriors.com
Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com
Universal Arquati Universal Arquati is excited to present the new Maxi Cap collection by Universal. This cap profile consists of four finishes: muted gold and silver scratch tones, matte black, and matte white. The 1 Âź'' wide and 3'' tall collection is available now. Please visit booth 1025 to view these samples at the WCAF Expo in January! Samples are available upon request. Call: 800-668-3627 www.universalarquati.com
VISIT US AT THE WCAF EXPO BOOTH 1220
PFM January 2019 55