HALL OF FRAMES : ®
THREE GENERATIONS OF SUCCESS ❖ Joining Equipment for Every Shop ❖ Installing Oversized Artwork
Contents
PFM is a member of:
Volume 30, Number 5
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover
24
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
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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.
With roots stemming back to a single mall location in the mid-1970s, Hall of Frames has evolved into a successful, multi-store business now in its third generation of family ownership. In this month's issue, HOF President Jay Kogan discusses the business's journey on page 24.
Features 18 Joining Equipment 28 Designing with Thread Lines 34 Installing Oversized Art
Columns 12 Mastering Mounting 24 Retailer Profile: HOF 46 Design of the Month
Departments 8 10 39 42 43 44 45
Editor’s Note Industry News Crossword Puzzle Distributor Spotlight Classified Ads Index of Advertisers Calendar of Events
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PFM Publishing
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PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com Kimberly Biesiada • kbiesiada@pfm-group.com A RT D I RE C TO R Jin Dong • jin@wcafexpo.com
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS
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 M AT D O C TO RS 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
B USI N E S S E D I TO R
ADVERTISING SALES
sales@pfm-group.com • 732-536-5160 ext. 222 Ellen Blatt • ellenhobbypub@cs.com Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.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
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A D V E RTI S I N G C O O RD I N ATO R
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WCAF EXPO SALES
CONTENTS
sales@wcafexpo.com
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
AD INDEX
pfmpubco@pfm-group.com
PFM PUBLISHING, LLC PRE S I D E N T
6 PFM May 2019
Bruce Gherman
FROM THE EDITOR’S DESK
I
Make sure you have the tools you need to put your best foot forward for your customers with every project.
CONTENTS AD INDEX 8 PFM May 2019
always enjoy getting to know a face in the industry and hearing their story of success. This month, I sat down with Jay Kogan, president of Hall of Frames in Phoenix, AZ, to discuss his four decades as a framing retailer. I learned a lot about what it takes to run an independent family business and thrive as a custom framer in today’s ever-changing marketplace. See page 24 for the full article about the Hall of Frames family. If you are looking to improve your own business, our expert writers have provided plenty of inspiration and advice. In his latest article, Kevin Meath has compiled an overview of premium joining equipment for small, medium, and large-volume frame shops (page 20). Finding the right equipment for your unique business will boost your efficiency—and therefore your profits. In his article, Rob Markoff discusses solutions for joining and installing oversized art (page 34). Installation services can be a great addition to what you offer, and may attract repeat business as your customers decorate and re-decorate their homes and offices.
On the design front, David Lantrip covers a unique method of embellishment in which thread is added to fabric mats to add extra visual interest (page 28). Having trouble with mounting? In her latest column (page 12), Chris Paschke discusses problem solving with time, temperature, pressure, and moisture. Understanding these essential elements of mounting will help you create designs that not only look beautiful, but are also preservation-minded and will protect your customers’ artwork for years to come. As Jay Kogan sagely put it, custom framers are visual experts. Making sure you have the right equipment, product services, and techniques will give you the power to showcase your design expertise to your customer demographic.
Kimberly Biesiada Editor
INDUSTRY NEWS PFM Moves Digital Magazine to Issuu New platform ensures a better reading experience for subscribers Picture Framing Magazine launches its June digital edition on Issuu, an online publishing platform designed to enhance
the reader,” says Bruce Gherman, publisher of PFM. Already purchased a digital subscription? Create a free ac-
a reader’s experience. Issuu offers mobile and tab-
count on issuu.com. As soon as the latest edition of
let-friendly apps in addition to a website, letting users
PFM is available, you will receive an email with your
read PFM anytime, on any device. Want more in-depth
unique code so you can immediately start enjoying
information on a particular product showcase or ad-
everything PFM has to offer.
vertisement? With clickable content, readers can have instant access to vendor and company websites. “Moving to Issuu for the delivery of our digital
Headquartered in Palto Alto, CA, Issuu is a leading distributor of digital publications. The site receives over 100 million unique visitors per month and works
magazine means our readers will enjoy a more interactive ex-
with 3.3 million publishers, including those of National Geo-
perience than ever before. It’s one of the leading online plat-
graphic, Fast Company, and Lonely Planet.
forms in the world and has many features designed to benefit
Framerica Unveils New Website
dress the mounting and framing of a fifth and sixth item, demon-
Framerica’s website is all-new. The moulding company’s site,
strating his knowledge of preservation practices.
www.framerica.com, has been completely updated and ad-
Dellert runs Artisans of San Francisco with his wife, Nancy
vanced, including features like expanded searching options,
Buffum, a watercolor artist. He is the fifth owner of the business,
faster speeds, custom wish
which was founded in 1947 and remains one of the oldest frame
lists, express ordering, and
shops in the city. He has been a PPFA member for 20 years.
product comparison options. It also includes various tools
Framerica’s Milano Adds Texas
to streamline the design pro-
Framerica’s senior sales director, Kevin Milano,
cess for specifiers.
has assumed all sales responsibilities within the
“We revamped the look,
Framerica.com
state of Texas.
layout, and interface of fram-
“I look forward to building and continuing
erica.com from the ground up with the goal of making it the
many great relationships with our amazing Tex-
most user-friendly, customer-focused site in the industry,” notes
as-based customers,” notes Milano.
marketing head Corinne Ferrara. For more information, visit the new site or call Framerica at
Kevin Milano
Adair Presents ‘Golden Doors to Infinity’ Exhibition PFM contributor and popular National Conference instructor Wil-
800-372-6422.
liam B. Adair recently celebrated the opening of the first public in-
Dellert Becomes Master Certified Picture Framer
stallation and exhibition of his “Golden Doors to Infinity” art project
Joe Dellert, owner of Artisans of San Francisco, recently earned
at the Govinda Gallery at Montser-
the Master Certified Picture Framer (MCPF) designation from the
rat House, Washington, D.C.
CONTENTS
Professional Picture Framers Association.
The exhibition opened April 20
AD INDEX
Dellert, who previously earned the Certified Picture Framer
and runs through June 8. Attend-
(CPF) designation in 1999, took the MCPF exam
ees can enjoy Adair’s multifacet-
in January at the PPFA Annual Convention in Las
ed, ongoing conceptual project,
Vegas, hosted by the West Coast Art and Frame
wherein abandoned doors be-
Expo. He is now one of fewer than 100 MCPFs
come portals to cross-generational
worldwide, according to the PPFA.
discourse, carrying with them the
Joe Dellert
For the exam, Dellert submitted four framed
pieces to be scored: canvas art, a photo of San Francisco, needle art, and a three-dimensional shadowbox of a baseball and miniature toy baseball players. He was also given 90 minutes to ad10 PFM May 2019
voices of artists and individuals.
Adair in the Mojave Desert
For more information on the exhibition, visit the Govinda Gallery at www.govindagallery.com. PFM
RETAILER PROFILE: HALL OF FRAMES
®
By Kimberly Biesiada
F
or Jay Kogan, serving as president of Hall of Frames in
making anymore. So he told me, “If you want to make more
Phoenix, AZ, means continuing a family legacy and a
money, you have to open up more stores.” And that’s literal-
lifelong career in the framing industry. The business
ly how it happened. We’d had one store in a mall going on
has its roots in the 1970s, when Jay’s father, Ben Kogan, re-
seven years. And because we had been established for that
located to Phoenix from Chicago and opened a store that
period, we went to another mall owner and inquired about
carried framed art, readymade frames, wall accessories, and
opening a second location there, which we did in 1982.
hand-painted portraits from photographs. Ben, wife Evelyn,
When we opened that store, my wife Pam and my
and son Ron soon realized the framing side of the business
brother Ron moved there, and I hired one guy to work with
was more profitable than the portrait side, leading them in
them. That gentleman is still working side by side with us
1975 to expand into custom framing and open their first
today, which is a testament to the value we place on family
frame shop, Hall of Frames—so named because the interior
and our employees being an extension of the family. We’re
resembled a long, narrow, frame-filled hallway.
now in our third generation, with three of my children in the
Jay, who had a background in photography, joined his
family business.
parents and brother six months after the business opened in mid-1975 inside a Phoenix mall—and the rest, as they say,
Family businesses are challenging. How do you make it
is history. Today, Hall of Frames has nine locations through-
work?
out Arizona, an online store, and a distribution center. It has
The challenge comes from being both a family business
also seen three generations of the Kogan family at its helm:
and an art business. There really is no right or wrong an-
Ben and Evelyn Kogan; their children, Ron and Jay; Jay’s wife,
swer to the direction that you go in. When we started out,
Pam; and their grandchildren, Sean, Bryan, and Harrison.
my parents were both creative and artistic, my brother
CONTENTS
In an interview with PFM, Jay Kogan discusses the busi-
was more involved with the mechanical part—he was do-
ness’s growth over the last four decades, the family dynam-
ing the framing—and I was the lead salesperson and the
ics, and his advice for staying ahead of the curve in an ev-
marketing guy, so we had a great dynamic during that run.
er-changing marketplace.
We’ve moved to a new dynamic now where my oldest son, Sean, is overseeing the marketing as well as retail and
AD INDEX
How did you begin to grow the business beyond that
commercial sales. He also, without really knowing it, is
one location in 1975?
probably the general manager. His brother Bryan is a per-
Our first store was family-operated, with one or two employ-
fect complement. He’s quieter, and he’s doing the entire IT
ees, from 1975 all the way to 1981. In late 1981, I told my
and purchasing side of the business. He’s is in the back-
father that I couldn’t work for the kind of money we were
ground pulling the strings and making the operation hum
24 PFM May 2019
from an organizational standpoint. Their brother Harrison is keeping track of the accounting from all our entities. When your family manages the marketing/sales, IT/ purchasing, and accounting roles, it allows you to run the business and find an amazing staff to execute your vision. It sounds like everyone had roles they naturally fit into within the business. How do you handle the inevitable disagreements? Family business dynamics can be bad; ours is somewhat magical. I think it started with my father and I, who had a lot of philosophical differences in what direction to go with the framing. We developed the 20-minute rule: for 20 minutes, you can just be as angry as you want to be. Then after
Hall of Frames offers readymade solutions as a complement to its custom framing product.
20 minutes, give it up. a computerized mat cutter. That’s a good rule!
The reason why Hall of Frames succeeds in the print-
Everybody has to agree to the rule. Ultimately, it’s kind of
ing business is because printing helps sell frames and
like being locked on a cruise ship or locked on a boat to-
photos within frames. How many times have you had a
gether in the middle of the ocean. No matter what hap-
customer want to put a photo of themselves at a sports
pens at the end of this argument, we’re still all holding
event inside a shadowbox with memorabilia from that
onto each other.
event? We are even starting to offer free prints with all tabletop frame purchases to show the difference in using
I know you are a big believer in diversification. What
high-quality inks and papers compared to convenience
advice can you give other retailers about diversifying
stores. The hope is that they are enticed to print a 32 x 40
their frame shops?
and frame it. That is a permanent marketing strategy.
You can become your own readymade, tabletop, or photo frame supplier; that’s a diversification. You can become
You mentioned your commercial volume earlier. What
your own distributor by stocking your best-selling mould-
portion of your business does that make up?
ings; that’s a diversification. You can offer printing ser-
I would say today that’s a good 35 percent of our business.
vices. It isn’t as hard as it used to be; you can easily be
We like to partner with companies in the home building,
in the printing business for about $1,500. And it’s not that
nonprofit, and design industries who are themselves
steep of a learning curve; it’s a similar concept to running
growing and have a need for custom frames, printing, recognition, and display work. Their growth is our growth, and in order to make them successful, we offer “soup-tonuts” products/services with tailored pricing programs and interfaces so that buyers can order right from their computer without having to call or visit a store. For example, if we were a shoe store, we would also offer socks. As a custom framer, we offer photo printing, laser engraving (on more than just name plates), mirrors, whiteboards, and just about anything that would go into a frame. What kinds of framing projects are the most in-demand among your customers? What they’re mainly framing today is an array of person-
Jay, Ron, Evelyn, and Ben Kogan in the first Hall of Frames location in Phoenix, AZ. The store opened in 1975.
al memorabilia; reminders of leisure time and happy moments. I just worked with some folks who put a lot of effort PFM May 2019 25
said to me, “I can’t do that. I’m in the design business, I’m in the framing business. I can’t show anything that’s not in a frame.” Yes you can, and you should. Something out of the frame will sell something in the frame, and something in the frame will sell something out of the frame. When it comes to selling artwork, if the customer loves the art but doesn’t love the frame, they’re not buying it. If you display some unframed art and sell it that way, you can upgrade to a custom framing opportunity later. Hall of Frames has become a one-stop shopping experience for their customers by offering digital printing and framing services.
Basically, you’re hurting your business by being dis-
into getting us to resize, print, and mount an image of where
Right. If someone doesn’t want matting, we come back and
they went on their honeymoon. They were very specific
say, “That’s okay, we can make this look great without a mat,
about the size, mounting, and framing for it. This was the
but we’re going to be creative use a double- or triple-stacked
kind of art they wanted to put in their living room because
frame.” If they’re not buying a style then give them some-
it reminded them of a happy time. People are busy today;
thing they want but upgrade it, enhance it, and be excited
everybody seems to be busier today than they were 10 or
about making it happen for them. Take it from basic to a
20 years ago. Their time is more consumed, so they want to
middle or a premium product. Because if they’re interest-
identify with the things that make them happy and remind
ed in getting this displayed and they’re in front of you, they
them of having that leisure time.
want to get it done and done well.
You’ve seen evolutions in design trends, changes in the
As a retailer, what are the top things I can do immedi-
economy, and the rise of ecommerce over the last 40
ately to start attracting more business?
years in business. What’s the key to staying relevant in
One: put a sign in the window. Have a promotion. Give
today’s market?
them a reason. “It’s our 20th anniversary, so we’re giving
You have to perform the service your customer is looking
you 20 percent,” you know? I’d also say, create a new prod-
for. If they’re looking for art presented without a frame on
uct to sell. Make something you can make money from and
it—if that’s the next trend—then that’s the trend we’re go-
proudly display it on your wall. Next, upgrade your web-
ing to follow. We sell a lot of printed images that are sur-
site. That’s your showroom, now. That’s what people see
face-mounted to plexiglass and have a floater frame on the
before they come to see you. And that’s an immediate im-
back to hang it. You have to be able to go with trends and
provement; websites are an ongoing art project.
build in more profit centers. Over the years, some of my friends in the industry have
CONTENTS AD INDEX 26 PFM May 2019
criminatory about what you will and won’t frame.
Upgrade your point-of-sale software and hardware. That’s immediate, too. When’s the last time you updat-
What’s the most rewarding part of sharing your expertise through teaching at The National Conference at the West Coast Art and Frame Expo? When I get an email or call months later from an attendee saying, “I used your advice and it worked!” It’s so rewarding to be able to give back to an industry that has given me so much. Seeing all my favorite suppliers and brainstorming with Jay Kogan is a popular speaker at The National Conference in Las Vegas.
my fellow picture framers each year
ed your pricing and evaluated profit
stone to my company’s innovation
margins? When’s the last time you
and growth. It’s my pleasure to give
analyzed what you’re actually sell-
back and help educate to ensure a
ing—or not selling—and if you’re re-
promising future for the professional
ally making money on it or doing a
picture faming industry.
at WCAF has really been the key-
free public service? Another hugely important as-
When people ask you what you do
pect of your business is advertising.
for a living, what do you say?
You must continue to market yourself
When I’m in a professional setting,
during good times and bad! As soon as
I call myself a retail-and-commer-
you think you can’t afford to advertise,
cial visual designer; a visual expert.
that means you must.
Because that’s really what it is. But
One more thing you can do right
when people ask me more casually,
away is clean up your shop. Force
I say I’m in the business of making
yourself to streamline; do something
people happy. PFM
that makes you more efficient.
PFM May 2019 27
Product Showcase
888 Manufacturing
Decor Moulding
888 Manufacturing now stocks LED battery-operated picture lights in four colors and three sizes. Get up to 100 hours per set of batteries. All work with remote control. See them on our website.
Pleased to announce the introduction of AURORA, a new line of six popular profiles in two very attractive finishes of dark silver and antique copper. Each style has a slightly hammered design to it. By combining six available widths of ¾'', 1 1/8'', 1 3/8'', 1 5/8'', 1 3/4'', and 2 1/4'' with convenient rabbet heights of ½'', 5/8'', and 15/16'', this line has tremendous flexibility when framing so many types of art. Order corner kit #CS-AUR to get these styles on your walls today.
Call: 888-338-3318 www.888mfgcorp.com
Call: 800-937-1055 www.decormoulding.com
Framerica
Global Art Inc
Framerica recently released its new BW303 floater profile. “We received countless customer requests for a narrower faced profile,” notes Josh Eichner. “The very simple redesign changing to a smaller reveal worked perfectly to modernize the look.” The BW303 profile is available in virtually any finish, as well as in quick-ship stocked options.
The Rainbow Collection is a beautiful collection of textured wood frames. This moulding has a wire brush texture with a metallic rub and comes in seven contemporary colors. It has a 1'' width and a 5/8'' channel, which makes it great for stacking with other frames. For more information or corner samples, contact the customer service department.
Call: 800-372-6422 www.framerica.com
Call: 866-310-4278 www.globalartinc.com
Larson-Juhl
Michelangelo Moulding
Inspired from the tropical Brazilian Carnival festival, Larson-Juhl’s newest collection, Carnivale, features a bold color palette and hand-distressed finishes. The color combinations are endless! This rustic collection is versatile and works well in a number of different decor styles.
Gold mouldings are enjoying a resurgence, and Michelangelo has applied new, exquisite gold finishes to four best-selling profiles. Available are a 1 1/4'' flat, a 2''+ tall shadowbox, a 2'' flat, and a 1 7/8'' tall floater. You must see this warm, elegant finish yourself—samples/ stock available online now.
Call: 770-279-5222 www.larsonjuhl.com
Call: 877-422-8812 www.michelangelomoulding.com
CONTENTS AD INDEX
Sepp Leaf
Universal Arquati
Mixol Universal Tints are pigment-based and come in 33 colors, plus three metallic tones. Tint Liberon Gilt Cream, shellac, lacquer, epoxy, grain filler, clear coatings, wax, stain, glaze—practically anything in your workshop. They work with water, solvent, and quality oil-based products. Mixols won’t dry out or harden over time. Imported by Sepp Leaf Products. Available through McCollum Interiors on Amazon.
Collins II is a beautiful line available in five soft yet vibrant finishes: black, white, gray, muted gold, and muted silver. This profile is inspired by the original Collins Collection to offer a great look and value. Please contact your local sales representative for corner sample sets, which are available now. Please visit the new line on the web.
Call: 212-219-0770 www.mccolluminteriors.com
Call: 800-668-3627 www.universalarquati.com
40 PFM May 2019
PFM May 2019 41