THE GOLD STANDARD: RHONDA FEINMAN CUSTOM FRAMES Creaঞng Gilded Bevels • What’s New With Gilding Size
Contents
PFM is a member of:
Volume 30, Number 7
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover Rhonda Feinman, shown here with dog Bali, has become an industry mainstay over the past two decades as a supplier of custom-made, gilded, closed-corner frames and antique reproduction framing. For the full story on her business's growth and her take on framing's future, see page 24.
Features 12 20 30 32
Gilding Size: What to Know Adair's "Golden Doors" Beckett Wins PPFA OPEN How-To: Gilded Bevels
20
Columns
24 Supplier Profile: Rhonda Feinman Custom Frames 46 Design of the Month
Departments 8 10 40 41 42 44 45
Editor’s Note Industry News Product Showcase Crossword Puzzle Distributor Spotlight Index of Advertisers Calendar of Events
12 CLARIFICATION An article in the June 2019 issue of Picture Framing Magazine titled “Multi-Layered Design Wins PPFA PRINT Competition” inadvertently omitted credit to the artist. The artwork that appeared on pages 4, 26, 29, and the cover should have been credited to James Burghardt. PFM regrets the error.
32
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 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 Publishing
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WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com
Deborah Salmon • dsalmon@wcafexpo.com 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 TRA D E S HO W D I RE C TO R BU S I N E S S M A N A G E R
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PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
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PFM PUBLISHING, LLC PRE S I D E N T
6 PFM July 2019
Bruce Gherman
FROM THE EDITOR’S DESK
G
Gilded frames are a stunning product that, when paired with the right artworks, can truly wow your customers.
CONTENTS AD INDEX 8 PFM July 2019
ilding is one of the most beautiful techniques that can be employed in picture framing. In this issue, we take a closer look at gilding from both a technical and a sales aspect, and aim to (hopefully) dispel any intimidation you may feel when considering adding gilded products to your shop’s offerings. Our cover story is a conversation with Rhonda Feinman (page 24), owner of Rhonda Feinman Custom Frames in New York. Feinman has built a reputation as a leading supplier of custom, gilded, closed-corner frames and has long advocated for framing retailers to more fully embrace the high end of the market. She offers insight from a supplier’s/manufacturer’s perspective on how to sell her product and on where she sees the industry heading. Interested in mastering gilding yourself? In his article, Charles Douglas explores the gilded bevel as a great element to add on to your highend framing packages (page 32). Douglas offers a step-by-step guide to creating this value booster. Whether you’re framing photography or works on paper, consider a gilded bevel as a way to tie your design together and
make your client’s work truly special. In her latest article, Lauren Sepp explains the different types of gilding size (page 12). Understanding size will give you a solid foundation on which to build your gilding skill set. Sepp also discusses the latest developments in size and new products being offered on the market. There is plenty more to learn about gilding than what we can cover in one issue. One of the best ways to further your education on this and other framing topics is to attend the 2020 West Coast Art and Frame Expo and The National Conference, Jan. 26-29 in Las Vegas. In the middle of summer, January seems like some vague notion way off in the distance, but it’ll be here before we know it. It doesn’t hurt to plan ahead before the holiday rush!
Kimberly Biesiada Editor
INDUSTRY NEWS Colorado Framer Wins Valiani CMC in Sweepstakes Crescent recently announced that Brian Hart of Frame De Art in Englewood, CO, won a Valiani MatPro Ultra BC in the nationwide Crescent Rewards sweepstakes. Over 1,500 frame shops use the free Crescent Rewards
For more information, call Framerica at 800-372-6422 or visit the all-new framerica.com.
Decor Moulding Announces Summer Brochure Decor Moulding’s Extreme Summer
app to scan Cres-
Savings Brochure is packed with 140
cent matboard to earn
wood styles in varying degrees of dis-
points for rewards and
tress and finishes, complemented by
prizes. Each scan was
its classic compo golds, real wood
an entry to win the Val-
veneers, and floaters.
iani computerized mat
Finishing off the quarterly book-
cutter. “We have been a
was for this expanded search-ability.”
Brian Hart (center) of Frame De Art, Colorado
busy store for over 28 years and have been using a different brand of CMC, but this machine will allow us to step up to the next level,” says Frame de Art owner Brian Hart. “It is amazing what this mat cutter is capable of doing. We cannot thank Crescent enough for having this contest, unveiling the Valiani at our store, and then spending two days to train us. We will do our best to make you proud of all the designs we create for our customers!” “My family and I are blessed to continue to support the custom framing industry for over 117 years,” says Matthew Ozmun,
let are matte blacks and whites, linen liners, and Decor’s full line of stretcher bars. Visit Decor online at www. decormoulding.com/catalogpages.
aspx to see their most current offerings. Orders can be placed at 800-937-1055 or by email at order@decormoulding.com.
Moldurarte Frames Used in International Fashion Show Moldurarte frames decorated the walls of a runway fashion exhibition held at the 2019 Sao Paulo Fashion Week in Brazil. In association with photographer Leo Faria, the walls of the exhibition were transformed with an in-
Executive Vice President of Crescent. “We pride ourselves on giv-
novative, real-time concept. Visitors
ing framers the highest quality machines and materials to allow
watched as frames were assembled
them to put the custom in ‘custom framing.’ We thank everyone
and paired with fashion designers’
who participated in the sweepstakes and we are confident that
photographs. The framed images
Brian and his team will make great use of their new Valiani.”
were ultimately hung for display as
The Crescent Rewards Program is open to independently
part of the exhibition.
owned custom art framing retailers located in the US. The Crescent
“This is the first time a concept
Rewards app is only available for Android or Apple smart devices (including iPad). Framers earn points from every scan and then can select many types of prizes that are designed to help their business grow. More details about Crescent Rewards can be found at www. crescentcardboard.com/rewards.
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Framerica’s recently revamped website already includes faster speeds, custom wish lists, express ordering, product comparison options, and many other options, but company officials note that new search tools now include the ability to view and break down by “all profiles.”
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“Framerica.com has enjoyed more than three times its normal traffic since we relaunched,” notes marketing director Corinne Ferrara. “With that came tremendous feed-
10 PFM July 2019
like this has been presented, makThe frames at Fashion Week
ing the space an attraction seen by many,” says Moldurarte manager
Roberto Pereira. The frames used were part of Moldurarte’s new Leo Faria Signed Collection.
Framerica.com Expands Profile Searching Options
Framerica.com’s new search options
Decor’s Summer Savings brochure
back and requests, one of which
Framerica Celebrates Graduate Pustelnik Beloved longtime Framerica customer service team member Chloe Pustelnik recently earned a bachelor’s degree from Stony Brook University, NY. “Chloe worked full-time and never let her studies interfere with her other responsibilities… all in an effort to better herself,” notes Josh Eichner. “Framerica encourages higher learning as a means of experience and improvement, but that is oftentimes challenging or impossible. Chloe made it happen; everyone at Framerica is over the moon with pride.” PFM
Chloe Pustelnik
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By Charles Douglas
old leaf gilding has worked its way through the ages as a form of decorative embellishment and spiritual symbolism, from its earliest sacred expression in worship of the sun god Ra to the adornment of palaces and temples; from Byzantine icons and thirteenth-century Italian gilded tempera paintings to the works of Austrian Symbolist Gustav Klimt and the contemporary painted works of a growing number of fine artists. Gilding is most commonly thought of as using genuine gold leaf involving various karats of both gold and white gold. However, gilding also includes the use of genuine silver, platinum, palladium, brass, aluminum, copper, and a variety of metal combinations to form specialty leafs such as Moon Gold, Red Gold, Caplain, and others. Gilding has been the predominant form of adornment of frames, from the earliest tabernacles to today’s extensive offerings. But there is also another element that is selectively used in the presentation of works of art: the gilded bevel. Created by forming a 45-degree beveled cut along the sight edge of various ply matboards, the beveled area may be gilded, providing an additional segue between frame and art while enhancing the beauty in the presentation of
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the artwork. There are several different approaches to gilding that use an array of glues or adhesives, including rabbit skin glue, oil size, acrylic emulsion, gum ammoni-
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ac, gum arabic, egg white, garlic, among others. The
Gilded bevels are a great addition to many types of frame designs. Photos by Doug Manelski. Bevels, frame, and artwork courtesy of Artech Fine Art Framing, Seattle, WA.
two methods that are appropriate for gilding bevels are water gilding and mordant (oil) gilding. As a gilder for the past 35 years, I have had the opportunity to explore and provide a variety of approaches to gilding bevels, the most exquisite of 32 PFM July 2019
which is water gilding. Gilders may burnish the leaf on a bevel to a high luster for a bold statement or lightly rub the leaf to delicately reveal the underlying clay bole.
22 KT burnished water-gilded bevel with red bole and medium rub
Water gilding can technically be done on Masonite, although its use is contingent on archival requirements and availability of Ph-neutral board. The gilding, however, responds very well to the hard surface. Another option is 8-ply matboard, which can allow framers to offer their customers an upgrade to their overall framing packages. To offer customers water-gilded bevels, a framing retailer will either need the in-house capability to create them or have access to a frame manufacturer or custom gilder who can. Water gilding matboard uses the same process as gilding moulding, although extra steps are needed to physically stabilize the board due to its fragile nature—especially if the matboard is large. Water gilding steps include: 1. Sizing the gilded area with a 10 percent rabbit skin glue solution;
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2. Applying gilder’s gesso to the surface area to be gilded, extending
approximately
1
Âź''
from the inner edge of the bevel; 3. Sanding the gesso with 320-
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grit sandpaper and a final 600grit light gesso polish, which helps remove the previous sand marks; 4. Applying five thin layers of clay bole for an opaque covering 34 PFM July 2019
color of the bole and gentle over-
THE NEXT FRAMING CHALLENGE
laps of the leaf (toning may also be applied over the leaf, often involving a light coat of raw umber casein to “antique” either gold or white gold, or perhaps a black casein wash over palladium). The alternative to water gilding is mordant, or oil, gilding. This meth-
COMPETE AGAINST TOP
od can involve a wide variety of sizes
FRAMERS FROM AROUND THE
(adhesives). For bevels, the two main
WORLD IN THE NEW PPFA
options are oil size and acrylic emul-
INTERNATIONAL
sion, which is available from various
FRAMING COMPETITION
brands. Incorporating a mordant-gilded Oil-gilded aluminum leaf, toned with airbrushed raw umber tinted shellac
with a color choice that will best complement the artwork; 5. Gilding with a leaf suitable for the art (for example, gold is considered neutral—which is one of the reasons it has worked well in framing for so many years— while white gold, palladium,
“MAKING ART IS MY GUILTY PLEASURE” Created with a computer by Richard Cryer. 5”x7” on 8.5” x 11” paper. Sponsored by The Great Frame Up/ Franchise Concepts, Inc.
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PRINTS AVAILABLE AT THE PPFA BOOKSTORE
WWW.PPFA.COM
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Winner to be featured on the cover of Picture Framing Magazine
Professional Picture Framers Association
36 PFM July 2019
and even platinum are often good
choices
for
black-and-
white photos); 6. Rubbing through the leaf in varying degrees to reveal the
bevel offers added elegance to certain framed artworks and is more cost-effective for your customer than a water-gilded bevel. It still performs the same function as its water-gilded counterpart—gently taking the viewer’s eye into the world of the art. I have found that brass and aluminum leafs work best when mordant gilding a bevel. For those who would like to explore adding this capability to their frame shop, the easiest method would be to use acrylic emulsion size. When applied, it dries to a tack, like oil size: but unlike oil
size, it remains in a tacky (or “open”) state much longer, allowing for a more relaxed gilding process for those with minimal experience. There are unique steps involved with mordant-gilding a bevel. 1. Seal the gilded surface area so the acrylic emulsion lies on top. There are different ways of sealing and providing an underlayer before mordant gilding. One way is to seal off the gilded area from the rest of the matboard so only 1
¼'' around the beveled
A piece of 23 KT Double Manetti gold leaf with some tools of the trade, including a gilders knife and burnisher.
area shows, and then applying
little ‘tooth’ to the surface; then
a squeak, the leaf can now be
a spray enamel primer followed
apply a thin layer of acryl¬ic
laid. When using booklets of leaf
by an enamel paint—whether
emulsion over the painted area
such as composition gold (brass
red or black. Another way is to
and let dry to a tack. Gilding will
leaf) or aluminum, simply open
apply via brush a painted under-
be ready in about 30 minutes, al-
the booklet, expose the leaf, and
coat such as Sepp Leaf’s Gilding
though I have found that I can
lay down sections of the leaf
Workshop Primer in either gray,
come back the next day and still
while rubbing the backing paper
yellow, or red. Although gesso
gild this emulsion quite well. In
as if using transfer paper.
can be used for a smoother un-
all mordant gilding, the longer
4. Allow to dry overnight and shel-
dercoat, it’s possible to mordant
the size dries, the brighter the
lac the leaf. Although I prepare
gild without it, especially if the
gild—so long as the size is still
my own shellac with blond de-
gilding is to be toned.
open to receive the leaf (oil size
waxed flakes and ethyl alcohol,
has a much more definitive time
the Zinsser Spray version is suit-
period to watch for).
able to help guard against oxidi-
2. Once the paint has thoroughly dried, gently buff the painted undercoat with 3M Scotch-Brite
3. When you can drag your knuck-
or ‘0000’ steel wool to apply a
le across the sized area and hear
zation and warming the leaf. 5. Buff the surface with rotten-
PFM July 2019 37
over the gilded mat, revealing only the gilded bevel. Gilded bevels are an excellent way to add value to your frame and mat design presentation while truly setting off the artwork in a special way. I find that they work best with photography and works of art on paper such as botanicals, pastels, and watercolors. PFM 9 KT white gold leaf, water-gilded over red bole with a light rub
stone and cheesecloth to cut the gloss of the shellac and to help create a finished appearance. A raw umber casein wash may now be applied, followed by an additional shellac coat and rottenstone buff. You may also leave it as-is for a simple, modern gilded appearance. 6. Set a fabric-covered top mat
CONTENTS AD INDEX 38 PFM July 2019
Charles Douglas Charles is a gilder in private practice in Seattle, WA, specializing in traditional water gilding, oil gilding, glass gilding, and restoration. His focus is primarily now in the teaching of the gilding arts and holds gilding workshops in his Seattle studio, Sepp Leaf Products in New York, and other locations throughout the US and Canada. He also publishes the quarterly Gilding Arts Newsletter and is an instructor at The National Conference in Las Vegas.
Product Showcase
888 Manufacturing
Decor Moulding
888 Manufacturing Corp. now stocks flat-back, black masking tape with a smooth surface that allows for more adhesive contact for a superior bond. Acid free. Used for sealing frame backs, lining shadowboxes, etc. Quality tape. Available in 1'' and 2'' x 60 yard rolls. Made in the USA.
Pleased to announce the introduction of Alpine, a new line of seven attractive styles in finishes of honey pecan, dark walnut, mahogany, white wash, natural, matte black, and matte white. The eye-catching feature of these styles are their unique thinness. Standing tall and beautiful, and only 5/8'' wide with a rabbet depth of 1 1/4'', this line will complement so many types of art in today’s homes. Their narrow width does not detract from the art’s beauty, and keeps the overall outside frame dimensions to a minimum, allowing for groupings on tight walls. Order corner kit #CS-SK to get these styles today.
Call: 888-338-3318 www.888mfgcorp.com
Call: 800-937-1055 www.decormoulding.com
Delta Picture Frame Co. This is a new shadowbox moulding from Delta. Featuring a beautiful gloss finish and available in black or white. This moulding is 1'' wide and 2'' tall. For samples and pricing, please call the office. Delta has added many new items to its product line; view them all by visiting their website. Call: 800-327-5482 www.DeltaPictureFrame.com
Framerica Framerica’s Chalked Collection, a “cerused” line of woods, now includes Salvaged Natural. The company notes that Salvaged Natural is true to its name, featuring a mid-range white oak with back-lit chalked graining. The Chalked Collection is available in profiles ranging to 3''. For more information, visit the all-new Framerica.com. Call: 800-372-6422 www.framerica.com
Global Art, Inc.
Larson-Juhl
Global Art, Inc. is proud to showcase its quality metal frames for signage and display. Easy to load and swap out content, these frames are great for businesses, restaurants, or anywhere else there’s a need for updateable professional displays! Front-loading frame options are also available. Visit Global Art’s website for the full selection.
Inspired by the landmark bridges of Madison County, the Madison collection reflects the finishing of rustic wood to tie together any natural space in the home. Call: 770-279-5222 www.larsonjuhl.com
Call: 866-310-4278 www.globalartphotoframes.com
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Michelangelo Moulding
Omega Moulding
Michelangelo is pleased to introduce four new special styles: three are silver leaf, and the fourth a light speckled silver. The size range is 2 ¾'' to 4'' and the styling of each is classic, elegant, and transitional. Stock is available in all styles for sampling or ordering.
The Bijoux Collection is ideal for small works, pieces with delicate details, and decorative works of art. Handmade in Italy, these items display the fine details of artisan finishing showcasing a subtle hammered silver leaf surface with soft brush lines and highlighted on its outside edge in six colors. Bijoux is an attractive framing solution that enhances elements of color within the art as well as illuminating and uplifting an overall design. See the entire collection online today.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com
40 PFM July 2019
Penny Lane Publishing
Sepp Leaf
Introducing pallet art from Hollihocks Art. Penny Lane’s wood products are printed on 1/4'' Baltic Birch Plywood, are made in the USA, and come ready to hang. Contact a sales representative by phone or by emailing info@pennylanepublishing.com for more information. Stock code: HH105PAL
Looking for a beautiful shellac or an ebonized finish? Turn to Liberon’s Black Polish. This is a pre-made black shellac. A generous 3-pound cut, it can be thinned with alcohol if needed. This would create an exceptional finish for wood frames. Traditionally applied with a pad. Imported by Sepp Leaf Products. Available through Talas.
Call: 800-273-5263 www.pennylanepublishing.com
Call: 212-219-0770 www.talasonline.com
Universal Arquati Universal Arquati is excited to present the new Charcoal collection. This collection consists of six profiles in a charcoal-gray painted finish. This contemporary yet warm offblack tone is the perfect alternative to matte black. Samples of this collection are available now! Please contact a local sales representative or UA by phone or fax (661-3626263), and view the entire collection at Universal’s website. Call: 800-668-3627 www.universalarquati.com
CROSSWORD CHALLENGE
ACROSS
DOWN
1 5 8 10 11 12 13 16 17 21 22 23 25 26 27 29 31 33
1 It’s used to protect a gilded finish from flaking or tarnishing 2 Non-disclosure agreement, for short 3 Naughty kid 4 Measure of hardness of sandpaper 5 Top for a pot 6 Framing brothers, being shut down by Michaels 7 Picture enclosure 9 Link 12 Points against 14 Auction offering 15 Rubbed off 16 Dirty or spotty after exposure to air 18 Agree with a gesture 19 Copper symbol 20 Cleaning cloth 23 Objet d’art 24 Descriptive word for a gilder’s mop 25 Tree with pink flowers 26 They are worn to prevent fingerprints while gilding 28 Come off, as a gilded finish when not protected 30 Colored 32 Drinks that can be hot or cold
Vital prep work for gilding Ultrathin sheet Gilding is an ___ Put on a second coat Bollywood superstar, Ashwarya Arrive Type of gold Applied pigment so as to replicate age Ancient civilization famous for its gold Gold purity measures, abbr. . Causes to flow from a container Sound system, abbr. Color in some gold such as Rosenoble Project or job Raised Name for a work of art Fall month, abbr. Tool for applying adhesive when gilding, 2 words 34 First letter in value 35 Produced 36 Brushes away excess leaf
SEE PAGE 45 FOR THE SOLUTION
PFM July 2019 41