Picture Framing Magazine - May 2020

AWARD-WINNING FRAME DESIGN GOLTZ ON OUR EVOLVING INDUSTRY • FRAMING A WEDDING DRESS

ST SA Š2020 Framerica is a registered trademark of Framerica Corporation.

TAY AFE

Contents

PFM is a member of:

Volume 31, Number 5

PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders

On the Cover Renate Eschmann and Christopher Soltis, of Color Wheel in McLean, VA, won the 2019-20 PPFA International Framing Competition, PRINT Category after judges selected their original design that showcased the vibrant colors of the artwork with LED lighting.

For the full story, see page 22.

Features 22 PPFA PRINT Competition Winner 28 Pocket Guide to Filing Business Insurance Claims 30 COVID-19: How Frame Shops Are Responding 40 10 Things You Can Do Right Now 45 In Memoriam: Bill Parrie

COVID-19 How Frame Shops Are Responding

30

Columns 12 Sales Strategies 16 Goltz on Business 50 Design of the Month

Departments 8 10 43 46 47 47 48

Editor’s Note Industry News Crossword Puzzle Index of Advertisers Distributor Spotlight Crossword Solution Product Showcase

28

12

16

40

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 © 2020 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.

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PFM Publishing

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 • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com • 848-231-4082

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 • 848-444-3058 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

Maureen Robertson • maureen@wcafexpo.com PRODUCTION

A D V E RTI S I N G C O O RD I N ATO R

Jin Dong • ads@pfm-group.com

SUBSCRIPTIONS TOLL FREE: 888-238-0049 pictureframing@omeda.com

WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com

Deborah Salmon • dsalmon@wcafexpo.com 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 E X HI BI TO R S E RV I C E S

WCAF EXPO SALES

sales@wcafexpo.com

CONTENTS

PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR

pfmpubco@pfm-group.com

AD INDEX

PFM PUBLISHING, LLC PRE S I D E N T

6 PFM May 2020

Bruce Gherman

TRU UNSEEN HEROES REVEALED Optium Museum Acrylic®

Artwork: “What You Don’t See” by Cory Gans

Patrick Planeta

Interior Designer & Owner, Planeta Design Group

Stephanie Putland

Frame Designer at Jameson & Thompson (Adjective Art & Framing)

Tru Vue® proudly celebrates custom framers, working unassumingly to create something special for their customers. Like our Unseen Hero Stephanie Putland, who used Optium Museum Acrylic® to preserve Patrick Planeta’s fittingly titled “What You Don’t See.” Its unmatched features provide this stunning piece the ultimate protection and presentation.

Discover the Tru Story behind the piece and custom framing greatness at tru-vue.com/unseenheroes. ©2020 Tru Vue, Inc. All rights reserved. Tru Vue and the Tru Vue logo are registered trademarks of Tru Vue, Inc. McCook, IL USA.

From the editor’s desk

W

During an unprecedented, difficult time, framing retailers continue to show their strength, creativity, and resilience.

CONTENTS AD INDEX 8 PFM May 2020

hen our editorial team first discussed what kinds of content we thought should appear in our May issue, it was early January, after the holidays. We planned to cover a range of topics on the technical and design aspects of custom framing, as well as business strategies from sales and marketing gurus. We never thought we’d be running articles on what to do during a pandemic that’s necessitated the closure of many businesses worldwide.

Like you, we have had to adapt to rapidly changing laws, policies, and economic conditions. I firmly believe we will come out stronger people on the other side of it: more creative, more flexible, more resilient.

Already we are seeing frame shop owners use their business acumen and imagination to invent ways to keep in touch with and continue to serve their customers, even during this challenging time.

We surveyed frame shop owners around the world to find out how they are weathering this period of social distancing; some of their best advice can be found in “How Frame Shops Are Coping During Coronavirus” (page 30). We were heartened by the hundreds of retail-

ers who told us they were still doing business by way of curbside pickup and dropoff, home delivery, virtual consultations, web orders, gift item sales, and more.

This isn’t the first hardship framers have endured; as Jay Goltz points out in his latest column (page 16), the industry is a resilient one, evolving through changing trends, technology, and a massive recession in 2008. This too shall pass.

There’s plenty to be done in the meantime to get your business ready for reopening. Timely articles from Jared Davis (page 12) and Meg Glasgow (page 36) offer actionable ideas for weathering the storm and readying your business for reopening. That and much more, including framing news and design ideas, can be found in this digital issue.

Maya Angelou said, “You may not control all the things that happen to you, but you can decide not to be reduced by them.” We cannot control what’s happening with covid-19, but we can decide how we handle it.

Kimberly Biesiada Editor

INDUSTRY NEWS Crescent Cardboard Launches Four New Products

object or artwork. The 2020-21 PRINT is a handmade book,

Crescent Cardboard recently debuted BriteCores 8-Ply, Etched

“Devoted Thoughts about Dogs” by Plee (Penny Tucker), with a

Metals, and Winter White and Sanguine RagMat matboards.

soft wrap-around leather cover of natural taupe (suede side out),

BriteCores 8-ply matboards are an extension of Crescent’s Select BriteCores

Crescent BriteCore matboard

a contrasting tie, and metal paw print charm as a latch.

Entry into either category begins with a digital round, mak-

line that features deeply

ing it easy for PPFA members around the world to take part.

pigmented, bright color

Pieces can be submitted online with three photos and an entry

cores with two usable

form. All entries are judged electronically by three accredited

surfaces—white on one

PPFA judges. The top 50 qualifiers in the digital round will be

side plus a core-match-

invited to ship their physical entry to the January 2021 Inter-

ing color. The 8-ply mat-

national Framing Competition Finals at the PPFA Convention/

boards allow for a deep-

WCAF Expo in Las Vegas. These entries will be judged by a

er, more dramatic bevel

new set of judges and displayed on a competition gallery wall

that lets the accent color

at the WCAF Expo, and be eligible for Popular Choice voting

show through. They are

by attendees.

sturdy enough to support

The $40 print can be purchased at www.ppfa.com. A re-

large prints, and their

ceipt and online entry instructions will be emailed to you upon

bright colors make them

purchase. Email competition@ppfa.com with questions.

ideal for framing vivid art.

Etched Metals metallic matboards have a subtle texture

Framerica Welcomes Lonnie Baskerville

and hint of shimmer. White core matboards are available in

Lonnie Baskerville is the newest member of

brushed brass, gunmetal, and oil-rubbed bronze. For a more

Framerica’s imaging team. “Lonnie brings a

dramatic effect, black core matboards are offered in gunmetal

deep design background and wealth of cre-

and oil-rubbed bronze. They are made of 100-percent alpha

ative talent,” notes Corinne Ferrara, market-

cellulose construction and are acid-free, lignin-free, and fade

ing director. “He has made an impact from

and bleed resistant.

day one.” For more information, call 800-

The two new colors in Crescent’s RagMat Museum Solids

372-6422 or visit www.framerica.com.

Lonnie Baskerville

collection are Winter White and Sanguine. Winter White is the most brilliant white the company offers. Made of 100-percent cotton with solid color throughout, Winter White is available in both 4-ply and 8-ply. Sanguine is named for the reddish-brown

Picture Woods Offers Joining Service Picture Woods recently announced that joining service for chops is now being offered to customers.

chalk used by the masters in the fifteenth and sixteenth centu-

With this service, framers can

ries. Crescent’s Sanguine matboard perfectly complements art

get professional-quality assembly

created with this special media and color. For more information,

for all profiles and finishes in Pic-

visit www.crescentcardboard.com.

ture Woods’ line at a competitive

CONTENTS

PPFA Extends Competition Deadline Through August

flat rate, save space and time, and take the stress and risk out of the

There is still time to submit your entry to the 2020-21 PPFA Inter-

assembly process. All profiles are

national Framing Competition; digital entries for the first qualifying

offered assembled for a flat fee,

round will be accepted through Aug. 31.

The competition features two categories: the PRINT and

AD INDEX

the OPEN. Framers can en-

Available sizes are based on outside dimensions, which deter-

ter the OPEN category with

mine the packaging that can be used. The maximum outside di-

any project of their choice,

mension is 45”, with the second dimension no longer than 27”.

while the PRINT category challenges framers to design a package around a specific 10 PFM May 2020

inclusive of dovetail routing. Packaging is designed to avoid oversize fees with UPS and FedEx.

This service is being steeply discounted throughout May. Call 800-321-6522 for details or to place an order. PFM

SALES STRATEGIES

by Jared Davis, MCPF, GCF

Adding Value to Your Business During Quiet Times What you can do now to improve your business— even during shutdowns

T

here is no doubt that the COVID-19 crisis will test us all on multiple fronts. Ultimately, it is an issue of

survival. For retailers, that means not only focusing on the health of ourselves, our families, and our employees, but on the health of our businesses.

When things suddenly go quiet and customers stop walking through your doors for reasons beyond your control, there is a significant degree of shock and paralysis that can set in. It can also be difficult to stay focused on

gies to make it easier for your customers to do

what you can and should do when you have

business with you.

the polarizing distraction of news media.

It’s important to keep in mind that many

But there are things you can be doing

of your customers may not be impacted finan-

now to help your business survive these tough

cially so much as they are emotionally. While

times and beyond. Here, I’ll explore some ways

they are spending less money on outdoor en-

in which you can meet the changing needs

tertainment (restaurants, bars, concerts, etc.),

and habits of your customers and add value to

they might have more to spend on decorating

your business even during mass shutdowns.

their homes. However, consumers need to feel

Adapting to Changing Behavior

safe and comfortable in order to spend money.

Your job is to find ways to provide your cus-

CONTENTS

For those that have an option to keep their

tomers that sense of assurance, paving the

business open, now is the time to embrace

path to purchase. Some ideas to accomplish

technology and implement some new strate-

this include:

AD INDEX

Jared Davis has 25 years of industry experience and is the business development manager

for Larson-Juhl Australia as well as a consultant for Gunnar International. In addition to writing for PFM, Jared also travels extensively as an educator and speaker, teaching at many industry shows and seminars around the world. Jared also serves on the PPFA Board of Directors and is the author of the book “Getting the Most Value From Your CMC.” He leads popular sessions on sales strategies at The National Conference in Las Vegas every year.

12 PFM May 2020

Many of us are being faced with slower sales due to COVID-19. There are many ways to invest in your business despite this.

• Keeping things clean. Advise your customers of all improved personal safety policies and cleanliness proto-

media, or even by calling your top 10-20 percent of customers to let them know directly.

cols in your shop. People want to know you are respect-

Depending on your location, you’re likely experienc-

ing social distancing and prioritizing the health and

ing some level of uncertainty and confusion amidst all the

safety of your customers and employees.

active and imminent shutdowns and wondering how long

• Doing business by appointment only. In lieu of walk-

your business can endure this challenging period. However,

ins, work with your customers to set up one-on-one de-

there may be some silver linings to finding yourself with a

sign consultations by appointment.

sudden abundance of spare time. When things finally recov-

• Offer an incentive. Now could be a great time to offer

er, you will want your business to be prepared. Now is a good

your customers a promotional incentive, such as a free

time to focus on your “too-hard” basket: those important but

gift with every frame.

not-so-high-priority tasks you’ve been putting off because

• Pickup, virtual design, and delivery services. Many

of a lack of time.

people will be hesitant to leave their homes to do busi-

Let’s look at some ways you can improve your business

ness with you. Why not go to them? Some framers I

during times like this. I’ve separated them into two catego-

know have introduced a contactless pickup service to

ries: physical tasks, which are related to the hands-on as-

collect customers’ artwork. With the help of technology,

pects of your business; and digital tasks, which can be done

they then offer a virtual design consultation via email,

while working from home.

Skype, or Facetime, which allows their customers to still engage with them in the design process. It also allows

Physical Ways to Add Value

the framer to able to complete a job for a client, which

Mini-renovation. While many people are forced to stay at

they can then deliver back to the customer’s doorstep.

home and cannot otherwise spend their money on travel

If you do implement any protocol changes like this, pro-

and entertainment, paint manufacturers are reporting in-

mote these services to your customers via email and social

creased business through hardware store distributors. Home

PFM May 2020 13

renovation projects have clearly started to kick in for many

sumer to visually determine where one sample starts and

stir-crazy families; good news for framing retailers, who spe-

the next one ends. I suggest giving a distance the width of

cialize in custom interior decoration. Does your shop look

your little finger between each sample. Also consider add-

fresh, new, and ready to greet your customers? Take a leaf

ing some framed examples into your sample wall display

out of your customers’ book and pick up a few cans of paint.

to help break up the visual monotony of endless samples.

A fresh splash of clean white or vibrant color on your walls,

These examples could double as sales aids to demonstrate

door trims, and more can make a big impact at a small cost.

design concepts such as a float mount, a shadowbox, a fillet,

Lighting. Could your showroom or display lighting fix-

and more.

tures benefit from an update? High-quality track lighting

Product and personal development. There are many

with modern, cost-efficient LEDs is now more affordable

specialty concepts that could complement and enhance

than ever. Time to light things up!

your frame designs and maybe even help you develop a

Merchandizing. The way your products are presented

new niche market. Some examples include decorative mat-

in your store has a huge influence on your sales, and the

ting, such as fabric wrapping, gilded bevels, and traditional

key to making a successful first impression with your cus-

French matting; unique frame finishing techniques, such as

tomers is your merchandizing. With your target customer in

gilding; and digital printing services, such as wide format

mind, consider introducing fresh and innovative products

printing and photo restoration. It’s an ideal time to develop

such as decorator homewares and gifts that could comple-

some of these skills to improve your offerings and foster a

ment your custom framing.

deeper passion for your career.

In-store displays. Customers benefit from inspiration,

Professional certification can also add value to your

and from their point of view, seeing is believing. Are there

business. Set aside time to research the certified picture

props, display concepts, and ideas you could fabricate to

framer (CPF) designation awarded by the Professional Pic-

demonstrate some great ideas and inspiration? For exam-

ture Framer’s Association. The association’s website, www.

ple, what about a “good-better-best” frame display or some

ppfa.com, has information on the CPF exam and resources

framed examples that feature high-value concepts like

like a study guide and recommended reading.

stacked frames, fabric mats, premium glazing, and fillets?

Window displays. Although it may be quiet right now,

Digital Ways to Add Value

a great window display can capture attention and inspire

Corporate identity. Consider updating your business’s over-

customers to come into your store. Design and plan some

all image. Does your logo seem dated? What about your col-

potential window displays for the future, making them easy

or palette? Good branding can add value to a business in

and ready to implement when the time comes. Seasonal

multiple ways, such as increased consumer trust and per-

themes are a perfect place to start. Good window displays

ception.

might also require specific signage and props. Use this

Website. Virtually everyone uses Google as their prima-

downtime to source and fabricate what you’ll need now and

ry search engine today. Approximately four out of five con-

have it ready to roll out when your shop is back up and run-

sumers use online research to make buying decisions, so a

ning.

good online presence is critical to your business. Here are

Stock materials. To reduce impact on your cash flow, now is a good time to take stock of your current inventory

CONTENTS

and focus on using and selling what you have available.

Moulding sample display. Review your most important

some tips to consider when updating or redesigning your website: • Keep it simple. Consumers need to be able to clearly find what they’re looking for.

AD INDEX

selling tool; your moulding sample wall. Start by removing

• Images are more engaging and valuable to your website

and replacing any damaged or worn samples. One of the

than written content. Use professional photography

golden rules of merchandizing is “eye level is buy level,” so

whenever possible, and personalize images with hu-

it’s important to make sure your high-value mouldings are

man content, such as shots of yourself, your team, and

optimally positioned for easy access. The space between

even happy customers.

your samples is just as important as the sample itself. A

• Make sure your website is dynamic and adapts well to

wall of tightly bunched corner samples creates a continu-

different devices like computers, tablets, and smart-

ous blend of color and texture, making it difficult for a con-

phones. This requires using a modern platform like

14 PFM May 2020

Wordpress that allows for mobile-friendly formatting.

• Showcase an inspirational gallery of examples.

Business listing. If you haven’t already done so, claim your Google Business listing. Most consumers who search

glazing options. These types of videos don’t have to be slick, professional productions; in fact, they can come across as more credible when you personalize them and feature yourself and/or your staff.

for your business will read your listing before they even

Social media. Learn more about managing your social

get to your website, so making sure your address, contact

media presence. You could invest some time to create and

information, and store hours are up to date is critical. It’s

schedule future posts based around seasonal opportunities.

also important to include recent, inspiring photos of your

Keep it social; promote and personalize stories about cus-

business. If possible, set up a Google 360 tour inside your

tomers and their special framed pieces.

shop. About 80 percent of consumers read online reviews

Electronic digital marketing. If you have a database of

before buying anything, so soliciting five-star reviews from

customer email addresses, you can use this for marketing

your happiest customers should become part of your sales

email campaigns via popular web-based email clients such

routine. You could also contact some of your best regular

as MailChimp or Constant Contact. Many of these clients

customers now and ask them for help with this.

offer free versions and are very easy to learn and use. They

Videos. After Google, the second most popular search

also offer step-by-step tutorials to learn how they work.

engine in the world is YouTube. Harness the power of this

Now could be a great time to get your head around this part

platform and create a free YouTube page for your business

of your business and build a schedule of future email cam-

(don’t forget to add links to your website and social media).

paigns to directly market to your customers.

Why not upload a virtual tour of your business? For ex-

Even though there is so much uncertainty and fear

ample, you could make a montage of your backroom oper-

right now, there is one thing we be sure of; there will be an

ation to help sell the artisanal aspect of custom framing. Or

end to this. Keep busy, stay safe, and do what you can now

you could create an informative video explaining the fea-

to prepare for better times ahead. PFM

tures and benefits of different products such as premium

PFM May 2020 15

GOLTZ ON BUSINESS

by Jay Goltz

Custom Picture Framing: a Look at Its Past, Present, and…Future?

We've endured recessions, style shifts, and new tech; we will endure this, too.

I

educated than their parents, were traveling more, more women were entering the workforce, and they had far more discretionary income than previous generations. The second thing was the explosion of the popularity of

thought the 2008 economic crash and housing meltdown would be the crisis of my picture framing career. Never in

my wildest dreams (or nightmares) would I have guessed my business would be shut

posters, vintage posters, signed and numbered prints, and art photography. So, lots of new things to frame, and lots of people with money. As a result, custom frame shops and poster shops became a “growth industry.”

down for 10 weeks this year. But if I have

In the 80s and 90s, the underpinner and

learned anything about dealing with prob-

computertized mat cutter were introduced.

lems one encounters in entrepreneurship, it

Computers started to show up in frame

is this: one, it is what it is; and two, deal with

shops, and mouldings, matboards, and glass

it. The question is, when we look at the big

all become more sophisticated. Picture fram-

picture, what are we dealing with?

ing trade shows took place every few months,

Will business come back to “normal”

and Picture Framing Magazine was launched.

eventually? How will this compare to the

The industry had become so successful that

aftereffects of 2008? Good questions. I have

the big box stores started to get in on the ac-

been in the picture framing industry since

tion. These were definitely the go-go years.

the 1970s. I am going to take this opportuni-

While we were all having a good time

ty to give you my analysis of where we are,

framing lots of pictures, three other things

where we were, and where we are going. Then

were slowly occurring as we entered the 21st

I am going to go take a nap. I deserve it.

century that would play major roles in the de-

CONTENTS

Understanding the evolution of the cus-

cline of custom picture framing volume. The

tom picture framing business is critical to

baby boomers were getting older and down-

understanding what is going on, and criti-

sizing, and their children did not necessarily

cal to predicting the future. The 70s had two

enjoy the same amount of disposable income

things going on that would drive tremendous

their parents did at their age. At the same

growth. The first was that baby boomers were

time, technology was subtly affecting not

graduating from college. They were more

only the art being produced, but also on the

AD INDEX

Jay Goltz is president and founder of Artists Frame Service, Inc., the world’s largest custom picture frame shop, and Bella Moulding. With more than 40,000 square feet and 50-plus employees, this facility is more than 20 times the size of the average picture framing company in the U.S. He also owns Chicago Art Source and Jayson Home, located adjacent to his framing business in Chicago. Jay has received numerous business awards and is a frequent public speaker. Artists Frame Service was featured in the book "Small Giants-Companies That Choose to Be Great Instead of Big" by Bo Burlingham (editor of Inc.). Jay is also the author of "The Street-Smart Entrepreneur."

16 PFM May 2020

need for framing. Wrapped canvases and televisions hung

what framing does to their cherished art, photographs,

on walls where a piece of art would have been in previous

mementos, and their homes and offices when they do

decades. People started to buy more pre-framed pictures

beautiful custom framing. That has not changed. While

online and in large retail stores; there was also increased

being closed has caused tremendous short-term pain, I

demand for unframed prints on metal and acrylic. Chang-

believe that sales are going to bounce back, because other

ing design tastes played a part, too; a greater emphasis on

than being forced to close, nothing has changed. We have

open architecture meant less wall space, and minimalist

already absorbed the big “hit” from all those things I men-

interiors didn’t lend themselves to lots of custom framing.

tioned above. The fact is, I’m sure there will be some frame

What happened to the economy in 2008 was a major

shops that decide they have had enough fun and will not

turning point for hundreds of industries, including ours.

re-open. Not too many, but some. That will free up market

Since a major component of the slowdown was a hous-

share for those who remain. But there will be change.

ing crash, a tremendous loss of equity, and fewer people

While the 2008 recession caused a major reduction

moving, it was particularly tough on those in the art and

of frame shops, it didn’t really result in a big shake-out

framing business. My best guess is that the custom fram-

of suppliers. I believe we are now going to go into a new

ing industry shrunk by about 30%. The number of frame

era of what I would call “market adjustment.” Let’s con-

shops dropped tremendously as many of the smaller ones

nect the dots. Dot number one: design. Over the last 50

closed. We shrunk, but we did not disappear.

years, this industry has become much more sophisticat-

I’m getting to the good news. The government does

ed with tremendous finishes, conservation products, and

not consider us an “essential business.” True, you don’t

new ways of producing art. I started importing beautiful

need us to live. But you do need us to live well! Our cus-

mouldings from Italy and Spain over 20 years ago because

tomers, who make up about 3% of the population, love

I realized that we were slowly but surely becoming a de-

CONTENTS AD INDEX 18 PFM May 2020

sign industry.

can give you great products that are in stock. This allows

Dot number two: supply chain. The industry has got-

us to continue to hone our skills and craft so we can make

ten smaller, and corporate giants have moved on to either

homes and offices more interesting, personal, and beau-

selling to the mass market stores or just plain shrunk. I

tiful. Basically, custom picture framing rocks. Am I right?

believe we are going to see a continuation of the retreat

While some suppliers are sure to abandon the industry,

of the “corporate class.” There isn’t enough money in our

they will be replaced by others who like what we do, who

little old industry to keep them interested and invested.

don’t have to answer to money managers, and who serve

It had already started before the pandemic.

retailers who are looking for great products and service

Dot number three: relationships. We only have one

that will allow them to thrill their customers.

national trade show and conference, and at our last one,

But there is one more dot. Number four: smart busi-

a few suppliers decided that we were no longer worthy of

ness. Most of the people who are still in this business are

their appearance. Based on how busy their competitors’

not just framers; they are people who own frame shops

booths were, I don’t think many people missed them. If

that frame pictures. This pandemic has resulted in a lot

you have ever been to the West Coast Art and Frame Expo

of stress. To help everyone recover and thrive, I feel com-

and The National Conference, you know that it is kind of

pelled to give some advice. I have been speaking at The

a trade show/love fest. It's all about furthering your fram-

National Conference for 20 years, and I have talked to

ing and business education, comparing notes with peers,

hundreds of framers over the years. More than ever, it is

finding new and exciting products and equipment, and

time to replace fear with focus. Here are three things to

making friends who share your passion. This is a people

focus on:

business. Finding and keeping the right customers, finding and keeping the right staff, and finding suppliers that

• Manage your corner samples. The disruptions with manufacturers all over the world is going to result in more stock outs. It is what it is. Deal with it! Curate your corner samples. Dare I say, throw some out. Obviously try to not sell frames that are on backorder.

• Many of your customers want something extraordinary. Every rep has heard, “I can’t sell that.” The joke is, they know that the frame shop down the block is.

The rep doesn’t want to insult you and tell you that you are wrong.

• There are 20 reasons why someone stops doing business with a frame shop, from selection to quality to design to price. The only one they will complain about is price, so many frame shops think their customers are primarily price-driven. Every study shows that price is way down on the list. Sell beautiful fram-

CONTENTS

ing, charge for it. Repeat.

It has been a tough couple of months, but the storm will clear. As Kevin Costner said in the movie Robin Hood:

AD INDEX

Prince of Thieves, “One man defending his home is worth more than ten hired soldiers.” Framing is our homeland.

Now is the time to regroup, be fearless, and be the frame shop your customers are looking for. PFM

20 PFM May 2020

Frame Design Lights Up Competition

By Kimberly Biesiada

Renate Eschmann and Christopher Soltis at Color Wheel in McLean, VA, smile in front of their winning piece. The frame is displayed in the shop with an intriguing sign that reads, “Ask to see me light up.” Customers also can’t miss the several ribbons awarded during the competition.

CONTENTS

R

enate Eschmann and Christopher Soltis, of

the step-by-step framing process she and her team com-

Color Wheel in McLean, VA, became the win-

pleted to produce this unique piece.

ners of the 2019-20 PPFA International Fram-

AD INDEX

ing Competition, PRINT Category after judges selected

How did you get your start in the framing industry?

their original design that showcased the vibrant colors of

Color Wheel is a family business that started in 1965. My

the artwork with LED lighting. Eschmann, Soltis, and their

brother Charlie and I are the business’s third-generation

team drew on their many years of experience, as well as

owners. I started in 1977 working in various areas of the

the inspiration that came from viewing the print, to exe-

business, including picture framing. Christopher joined

cute their vision. The piece was awarded first place during

our team of artisans in May 2019 after 16 years at anoth-

the competition award cocktail reception, which was held

er local shop.

at the 2020 West Coast Art and Frame Expo in Las Vegas.

In an interview with PFM, Eschmann offers insight into her background in the framing industry as well as

22 PFM May 2020

Can you tell me more about the business today?

Color Wheel has been in the same location since its be-

Their design showcased the vivid hues found in the 2019-20 PPFA PRINT Competition piece by using a system of LED lights strung within the framing.

CONTENTS AD INDEX

ginnings as a paint and wallpaper

tween the group, and then finalize the

store. When our grandparents and

design together. The team includes

parents bought the business, the

Cyndi Geyer, manager; Katy Lewis,

owner was keeping himself busy

designer; and framers Hernan Picco

during the day by taking in picture

and Christopher. Cyndi has worked

framing. McLean was a sleepy little

in the framing industry since 1978

suburb of Washington, DC back then.

and has been with us at Color Wheel

They weren’t sure if framing was

for the past 19 years. Hernan has also

something worth doing, but they

been framing for Color Wheel for 19

thought, why not! Picture framing

years. Christopher had 16 years of

has become a significant part of our

framing experience before joining the

business, which still includes paint,

Color Wheel team last May.

wallpaper, and more.

Take me through the steps of the

24 PFM May 2020

Was this your first entry in the PPFA

project, from start to finish.

International Framing Competition?

Here at Color Wheel, we enjoy the

Color Wheel has entered the PPFA

challenge of creating an original

competition many times over the

design. This piece of art got our cre-

past several decades. We’ve taken a

ative juices flowing with many initial

prize or two over the years. Chris-

ideas. We started out with the art it-

topher is new to PPFA but is looking

self, observing that it was translu-

forward to future competitions.

cent. We then realized that, when

Our team of designers and fram-

placed with light showing through it,

ers work together on the initial de-

the artwork’s colors looked the most

sign. We have a mini competition be-

intense. To get this effect was the

challenge. We brainstormed how to use lights inside the frame while ensuring proper protection of the piece.

First, we chose frames that would enhance the art. The piece is primarily made up of cool colors, and silver frames work well with cool colors. Our choice around the art was a Furst Brothers 2491 frame. To achieve the depth needed for the lighting components, we used a second frame underneath. We also needed more width to the entire piece, so we chose to mount the framed art on top of a silk mat with 2” all around. The inside framed art sat on top of the silk mat with Gatorboard behind it for added strength. We then chose the outside floater frame. Archival corners were used to hold the art in place inside the top frame.

We joined all three frames with glue and corner vises and our Cassese underpinner. Our Wizard computerized mat cutter was used to cut the mat around the art before a layer of Plexiglas was placed on top.

Small,

battery-operated

LED

lights were strung along the inside to illuminate the art, and also installed outside the inner frame to cast light over the silk mat. Two toggle switches were placed at the top of the inside frame to turn the lights on and off.

How did it feel to win?

It

felt

surprised

fantastic. and

We

all

were

overjoyed.

Try-

ing to achieve our best paid off!

What advice would you give a framer who is considering entering the competition for the first time?

Always consider the art first; let

DESIGNER MOULDING

W

NE

VIRTUAL FRAME BUILDER

• Work with clients from a distance • Work with all our moulding with our closed corner frames • Work with our mouldings or others • It’s Quick & Simple!

• Upload images or take a picture with your smart device • Use our APP which has AR Technology

it move you. Keep the design interesting and over-the-top. Create something that inspires viewers.

PFM May 2020 25

Editor’s note: The 2020-21 PPFA International Framing Competition is now accepting entries online. This year’s print, titled “Devoted Thoughts About Dogs”

by Plee, is a handmade book with a soft wrap-around leather cover of natural taupe, a contrasting tie, and metal paw print charm as a latch.

This three-dimensional object may be framed any way you like: open, closed, flat, slanted, vertical, horizontal, floated, hung, or a versatile frame that allows for book access. FrameTek is sponsoring this year’s PRINT competition.

The top 50 pieces from the digital round will advance to the 2021 WCAF Expo in Las Vegas. Winners will be announced at a competition reception and will be featured on a future cover of PFM. Entrants have until August 31 to submit their pieces for the digital round. For

The 2020-21 PPFA PRINT consists of six folded, hand-stitched, 10-page sections and two decorative end papers, making a total of 62 pages of dog images and quotes from famous figures like Elizabeth Taylor and Charles De Gaulle.

CONTENTS AD INDEX 26 PFM May 2020

more information and to order the print, visit www.ppfa.com. PFM

Pocket Guide to Business Insurance Claims Filing

By Erin High

B

usiness today is taking place in a challenging environment. Those of us who are working are doing so under new and numerous pressures stemming

from the impact of the COVID-19 crisis. Most business owners do not prepare for the unpredictable and do not have information on filing a claim handy.

Many of our Frame It business insurance clients have

contacted our office since the start of the pandemic regarding claims filing. Here, I have outlined what you need to know about filing such claims so you can do so with confidence and get the assistance you need as you continue to navigate this difficult time.

WHAT IS A BUSINESS LOSS?

Looking to file a claim with your business insurance agency but unsure where to start? Here are some tips for navigating the filing process, straight from the experts.

• An injury or damage sustained by the insured.

FILING A CLAIM? • First, review your insurance policy. The first page of your policy will have your carrier’s contact information.

• Compare paying out of pocket or filing against your policy.

• You will need the following information to file a claim: date of loss, cause of loss, nature and scope of damage incurred.

CONTENTS

• Documentation of the losses sustained by your busi-

AFTER FILING A CLAIM WITH YOUR INSURANCE CARRIER: • An adjuster will be assigned to your case and will contact you within five business days.

• The adjuster will review your policy.

• The adjuster will contact you for any additional documentation needed.

• The loss will be approved or denied coverage.

• When a loss is approved, damages will be assessed and monies paid out.

• The claim will be closed. PFM

ness is very important. Classify whether it involves property, a third party, and/or your employees.

• Collect any additional information to assist in your

AD INDEX

claim.

• Contact your insurance broker and/or agent. File your proof of loss form as soon as possible after the incident—no later than the date specified in the policy.

28 PFM May 2020

Erin High Erin is a program coordinator and customer service representative for Capax – Giddings, Corby, Hynes. The company’s Frame It nationwide business insurance program has been serving the art and picture framing industry since 1989.

COVID-19 How Frame Shops Are Responding

By Kimberly Biesiada

P

FM has collected perspectives from framing profes-

vey respondents was the U.S. Small Business Administra-

sionals around the world on how they are coping

tion’s Paycheck Protection Program (PPP), with 36% of public

during the COVID-19 pandemic. Retailers and sup-

funding recipients having gotten money from that program.

pliers were asked to complete an online survey that asked

Another 32% said they received one of the SBA’s Economic

questions about funding assistance they may have received,

Injury Disaster Loans (EIDL), while the remainder report-

their business’s current operating status, and creative ways

ed receiving assistance from state or local governments or

they are generating business and staying connected to their

other public sources. Public funding was significantly more

customers. Data gathered from the survey was compiled

common than private funding; only 25 respondents report-

into a report for this article.

ed receiving money from a private entity such as Amazon’s

One major finding of the report was that the vast ma-

Neighborhood Small Business Relief Fund.

jority of respondents were still operating their businesses in

Most respondents hailed from the US—91%—and were

some form during this challenging time. Of approximately

most commonly located in the Northeast, West, or Midwest

250 retailers who responded to our survey, about one-third

regions of the country, respectively. All fell under the cate-

(29%) reported their business as closed. Another 18% said

gory of small business owners, with 78% having one to four

their business was open for pickup, and 25% said they were

employees; 15% having five to nine employees; and the oth-

open for either inbound or outbound deliveries. Smaller

er 7% having between 10 and 99 employees.

portions of retailers said they were doing business online

Most encouraging of all were the open-ended respons-

(9%) or were fully operational (9%), while the remainder

es. The survey prompted retailers to describe how they had

listed other statuses such as “open by appointment only.”

been successfully generating business since the pandem-

While many reported limited production due to decreased

ic’s outbreak, as well as how they had been staying in touch

foot traffic, forced shuttering of nonessential businesses,

with their customers. Hundreds shared the creative ways

and supplier closures, it’s clear many frame shops have not

they have been fulfilling orders, generating interest, invest-

ground to a complete halt.

ing in their overall business, and strengthening relation-

CONTENTS

Many small businesses have also found short-term relief in the form of pandemic-related funding assistance from

ships with customers, creating a “new normal” in which to survive and, yes, even thrive.

AD INDEX

federal, state, and local governments and private organiza-

On the following two pages, you will find charts that

tions. One-quarter of respondents said they were awarded

break down the data discussed here. After that you will

funding from either a public or private agency, and anoth-

find several pages highlighting some of the best business-

er 10% said their application had been approved and were

boosting ideas shared with us by retailers and suppliers. We

awaiting funds. Most respondents—37%—said their applica-

hope their insights and successes inspire you as you adapt

tion was pending, while 21% said they had not applied for

your own business to weather the COVID-19 storm and pre-

funding. Only 9% reported having an application denied.

pare to reopen in the near future. PFM

The most common source of funding assistance for sur30 PFM May 2020

Where is your business located?

253 Responses

Including yourself, how many employees work at your business?

253 Responses

Please select one or more options that best fit your business’s current operating status.

251 Responses - 2 Empty

PFM May 2020 31

Have you applied for or received funding assistance from any public or private agencies?

253 Responses

Have you received funding from any public agency?

130 Responses - 123 Empty

Have you received funding from any private agency?

25 Responses - 228 Empty

CONTENTS AD INDEX 32 PFM May 2020

COUNT DOWN

TO A BETTER BUSINESS

10 MOUNTING METHODS FROM CHRIS PASCHKE

7 PRESERVATION FRAMING FROM HUGH PHIBBS

4 FRAMESHOP CREATIVITY FROM JOHN RANES II

1

9 A LOOK AT FRAME HISTORY FROM WILLIAM ADAIR

8 PROVEN SALES STRATEGIES FROM JARED DAVIS

6 MAT DESIGN FROM BRIAN WOLF

5 MARKETING TOOLS AND TECHNIQUES FROM GINGER HARTFORD

3 RETAILING TIPS FROM KEN BAUER

2 STRAIGHT TALK ON BUSINESS FROM JAY GOLTZ

PICTURE FRAMING MAGAZINE The Number One Source For Everything Framing!

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“We are running a sale on gift certificates. We sent an email to our customer list and promoted the sale on our Facebook and Instagram pages. We have been surprised at how well it is working. We have also had people drop off their art to be framed; we then narrow down some design options and email the customer photos and prices. That has also been working well.”

Trudy Frederick, FrameStyles, Minneapolis, MN

“I make regular contact with customers via email (Constant Contact), social media, website, and print/radio ad presence. Not to sell, per se, but rather to demonstrate concern and interest, to offer ideas for future reference, and to assure customers we’ll still be in business when this is over. I think it’s important to reach out and, hopefully, remain relevant and visible.”

John Miller, J. Miller Picture Framer and Gallery, Mashpee, MA

“Our business in Wisconsin has been shut down since March 23 per statewide mandate. Like many framers dealing with this economic situation, we have managed a few framing orders being dropped off during the past seven weeks. We’re also fortunate in that our website continues to function during this time, allowing us to sell many of the gifts and home decor products we typically offer in-store. Puzzles have been some of our hottest items as folks are spending more time at home. When we realized this, we immediately increased our stock and added a curbside pickup option to our website to better accommodate our customers. It all helps, and it might be something for retailers to consider keeping as we move forward into a ‘new normal.’”

John Ranes II, CPF, GCF, The Frame Workshop of Appleton, Appleton, WI

“I actually have not been trying to generate new business, as we have been closed since

CONTENTS

the state shutdown on March 23. We are in the shop every day, but we’re working on our back log of orders as well as reorganization tasks. My answering machine and Facebook pages tell everyone we are here for contactless pickup and drop-off, and we have had a few customers take advantage of that. I am going to start ramping up my Facebook

AD INDEX

presence and sending out emails notifying the public that we will be back in operation within the next week or so, with modifications in place.”

Deborah Price, The Frame Shop, Morgan City, LA

34 PFM May 2020

“After several customers called to see if we were open, we started calling our regulars to do a ‘welfare check’ and to let them know we are open for business. We also compiled a list of open suppliers throughout the US, starting with those listed in the PFM Directory.

We posted it on three framing-related Facebook groups and an online forum and have been updating it regularly. By now, it’s almost easier to list who’s not open than who is—and that’s a good thing! There has been a noticeable uptick in framing orders in the last couple of weeks. While we don’t know what the future holds, we are confident that our shared spirit of resiliency will overcome this latest trial.”

David Waldmann, Vermont Hardwoods, Chester, VT

“I am offering curbside pickup for my custom framing orders. The customer does not get out of their car for this; I go out to them to load pickup items and/or take out items being dropped off. Quotes and photos of design mockups are sent via email, with an option to set up a virtual consultation appointment over FaceTime. Some clients have requested my home address to ship items to have framed and/or repaired. I am also revamping the floor plan of my retail space to prepare for re-opening.”

Julie L. Balson, CPF, Gallery & Frame Shop LLC, Fond du Lac, WI

“We have continued to reach out to our customers while we all go through these crazy times to let them know we are here and ready to help. We’ve even made a few videos to share with customers as another way to keep in touch. Additionally, we are providing lots of new products like masks, gloves, and disinfectant to help people comply with new rules in parts of the country and keep themselves and their clients safe.”

Craig Russell, Active Sales Co., Santa Fe Springs, CA

“Having an extensive database of retail customers allowed us to re-market back to previous customers and prospects about puzzle framing, which is a family activity that soared in lockdown. Our sales suffered as a result of our stores being closed and subsequent slow reopening with limited hours; however, we are confident that as a result of having maintained such a strong active database for many years, we will be able to regrow that business.”

Glenn Vardy, Frames Now, Melbourne, Australia

PFM May 2020 35

“Michelangelo has done its utmost to stay in touch with its customers as much as possible through email, phone, text, and WhatsApp during this pandemic. We have taken all necessary measures to keep our staff safe while being able to serve our customers who remain open; mainly online businesses.”

Charles Galazzo, Michelangelo Moulding, Montreal, Canada

“We have recently been allowed to offer curbside pickup. We have had several previous orders picked up, and have sold a few items from our front window. We have been promoting items on Facebook, Instagram, and through our local Chamber of Commerce. We also have an eBay store.”

Cynthia Eckley, Frame Works, Plymouth, MI

“I have been posting photos of projects from the last six years on Facebook and Instagram daily. I’ve been hearing from many customers that they are enjoying my posts, which keeps them connected to my business and excited to come back. I’ve also been changing my front window display as often as possible for the enjoyment of passersby.

I recently created a funny Easter display with baskets of toilet paper and spring-colored corner samples!”

Judy Willsey, FRAMINGS, Armonk, NY

“We are holding a ‘Framing Mystery Box Sale.’ To do this, our clients drop off artwork or have it picked up and name their framing budget. We then frame their art with instock materials only. The design is a surprise until we return the finished product. This system eliminates the need to buy new materials and cuts turnaround time to almost nothing. Our clients get a nice surprise, and much of the proceeds go directly to framers who are temporarily out of work. We are also hosting a ‘Safe Distance Art Fair,’ for which our artist clients donated work. We frame and sell the art, raising money for the shop.”

Mike Gonzales, Frame Monster Design Lab, Los Angeles, CA

CONTENTS “I am selling framed artwork online on eBay and Etsy. I’ve also added e-gift certificates

AD INDEX

through Square, and have run promotions on Facebook.”

Mallory Shawn Jackson, Bay Street Custom Picture Framing, Port Orchard, WA

36 PFM May 2020

After 50 years in the frame business, I’ve seen great manufacturers and frame shops come and go. As we are faced with this pandemic, all shops find themselves in the same place—closed. As darkness has fallen across our showrooms for the time being, I write to you quarantined in my two-bedroom condo. I wanted to take a minute to say that we will all be open again!

I know more than anyone how hard it is to sit still and do nothing, and I’d like to offer a way to keep things rolling. Fortunately, we’ve been designing custom frames remotely using Photoshop for over 12 years.

Not only can we show you designs we already make, but we can also make you something entirely custom this way as well. If we’ve never had the pleasure of doing business with you before, there is one thing I can tell you about us; we take pride in our research and skill at employing traditional techniques to ensure that our period reproductions are historically accurate and complement your art better than any other.

I encourage you to put some feelers out there and see if you can pass this service on to your clients. We all know they’ve been stuck home for a while thinking about what they will be re-framing. Let us demonstrate how a hand-carved, gilded picture frame can enhance the beauty and distinction of any artwork or heirloom. We can even virtually “hang” the piece in their living room! They can choose a frame, with our help, all from the safety of home. Simply contact us via email with an image and size of the piece.

Let’s get these orders lined up so when this madness finally does end, we’ll be hitting the ground running again. Together, as it should be.

Thank you for all the wonderful years, and I look forward to many more.

Marty Horowitz

Need to Sell From Home? use our

VIRTUAL DESIGN SERVICE

Wholesale framing since 1988 Our design expertise makes finding the right frame easy Digital design service is free for the duration of COVID-19 It’s as easy as emailing a picture Tell your clients!

www.goldleafpictureframes.com

Survival Guide:

10 THINGS YOU CAN DO NOW TO MAKE THINGS BETTER

By Meg Glasgow

I

t’s been said that there are two types of businesses; those

2. DEAL WITH FACTS, NOT FICTION.

that have had tough times, and those that are going to

In the middle of a tough time, it is easy to start freaking

have tough times. A worldwide pandemic and forced gov-

out based on the worst-case scenario, as opposed to what is

ernment shutdown undoubtedly qualifies as the most diffi-

actually happening. It’s important to get all the information

cult business challenge most of us have ever faced.

about what is going on and to only deal with facts, regard-

Despite overwhelming circumstances, there are still op-

less of what is going on in your head. Most of the things we

portunities if we shift our thinking just a bit. We have the

worry about never actually happen, so don’t let your imagi-

powerful ability to change our situation simply by shift-

nation get ahead of the reality of the situation.

ing how we think about it. Instead of dwelling on how bad

For me, that means catching up on the news once a day

things could get, try asking, What can I do now to prepare for

for five minutes, then turning my attention back to my fam-

a stronger recovery? Below are 10 things you can do to get

ily, business planning, and self-care.

through this and come out in better shape on the other side.

In a crisis, the single most important thing you can do is act.

3. TAKE THIS TIME TO CEMENT YOUR RELATIONSHIP WITH YOUR EXISTING CUSTOMERS.

Sometimes we can be a little like a deer in the headlights,

In a weirdly ironic way, when times are tough, many busi-

not quite believing what is going on, frozen on the spot. The

nesses actually stop servicing their existing and loyal cus-

problem is that if we don’t leap into action, things will al-

tomers. A depressed mood descends on the business and,

ways get worse—quickly. If you’ve had to temporarily shut

in turn, affects customer service. That’s why businesses

your store due to the virus crisis, take a day, cry it out, and

in this negative space lose far more customers than they

then get back to business. Some ideas for staying productive

should; which, of course, only makes matters worse. Now

during this downtime include reorganizing your shop, redo-

is the time to build bulletproof relationships with each

ing store displays, and taking time to fine-tune your market-

and every customer you are fortunate enough to have. You

ing message. The important thing to remember is don’t just

need to be communicating with your customers, engaging

stand there; there is work to do.

them, finding out what is going on in their world, and most

1. TAKE ACTION. CONTENTS AD INDEX

40 PFM May 2020

importantly of all, becoming very clear on what your cus-

on what they don’t have as opposed to what they do. Don’t

tomers need from you.

let yourself get caught up in a negativity vortex. Keep away

For your customers, that may be reassuring them

from people who are like this, and instead find the positive,

you’re taking steps to be there when they need you. Share

proactive, and energetic business owners who are too busy

something that will make them laugh. Teach them tips for

getting on with it to get caught up with misery brigade. You

arranging a gallery wall or how to install art at the right

can follow me on Instagram @glasgow-meg for daily positive

height. Give them a happy distraction from reality and in-

messages and video tips to encourage you though this crisis.

spire them with a little bit of hope so that when they need framing, they will remember you.

4. USE THIS SITUATION TO RETHINK YOUR BUSINESS.

7. BE PREPARED TO TRY “NEW.” When what you are doing isn’t working, it makes sense to try something different. Now this sounds logical, yet I have watched so many businesses slowly go bust simply

Tough times serve as crossroads in our businesses, and they

because they kept doing the same thing, right to the end.

provide an opportunity to make hard decisions about what

We have to be prepared to do new things, try ideas outside

is working and what is not. This is the perfect time to stop

of our comfort zone, and look to others in our industry and

and reflect on your business and make the changes that

beyond for advice.

deep down you know you need to make.

Lean in, grab a notepad and pen, and begin a S.W.O.T.

8. INVEST IN YOUR BUSINESS.

analysis (Strengths, Weaknesses, Opportunities, Threats).

This is the very best time to invest in your business. It is

List all the strengths your business possesses: your exper-

time to polish up your social media strategy, upgrade your

tise, assets, reputation, and more. Next, acknowledge your

website, come up with a new corporate image, invest in

weaknesses. This gets a little tougher. List the deficiencies

new technology, and anything else that will make your

in your business and the things you don’t do well. Follow

business look more impressive and run more impressively

that with a list of opportunities, which may include possi-

when business resumes.

bilities of new revenue streams, e-commerce, or a new category of customers. Finally, list the threats your business

9. INVEST IN YOURSELF.

faces. It could be cash flow issues, supply chain, rising costs,

Just as I believe it is an important time to invest in your

and more. This exercise provides you the insights needed to

business, I believe it is an even more important time to

adjust your processes to increase the performance and effi-

invest in yourself. This means learning new skills through

ciency of your business.

books, seminars, online training, mentoring, coaching—

5. GET READY TO CHASE BUSINESS.

whatever it takes.

CONTENTS

During tough times, business development can also grind to

10. LEARN FROM THE EXPERIENCE.

a halt, and we all know that spells disaster. As hard as it may

This can be such a cliché, but it is true. Most of us are great

be, when times are tough, you have to ramp up your busi-

at beating ourselves up for things that go wrong, but there

ness development and push through the hard times. Win-

really isn’t much to be achieved from that. It’s far better to

ning a few new projects or finding some new clients might

take a step back and learn from a bad experience. What

just prove easier than you think, and it will go a long way

can we do now to make things better tomorrow? Focus on

to making you feel better. To begin, ask yourself: Whom do

the positive lessons. And remember, nothing is so bad that

you serve? What do they need? Answer those questions and

some good can’t come out of it. PFM

you’ll be closer to identifying new customer markets and the products and services they will buy from you.

AD INDEX

6. SURROUND YOURSELF WITH A POSITIVE SUPPORT SYSTEM. Negative people need drama like it’s oxygen. It is more important than ever to avoid the harbingers of doom; those people who are negative all the time, who only ever focus 42 PFM May 2020

Meg Glasgow Meg is the owner of Finer Frames in Eagle, ID, Meg is a nationally recognized consultant in the art and framing field and the winner of Larson-Juhl’s inaugural Design Star competition in 2013. She travels widely around the US presenting sales and marketing seminars for small businesses, and has recently published her second book, “Recharge Your Business.” She is a popular instructor at The National Conference in Las Vegas.

CROSSWORD CHALLENGE

ACROSS 1 Machine often used in framing 8 Subtractive technique 9 Small piece of moulding which fits inside a larger frame 11 Not flat 13 Acrylic ____ (thermoplastic) 14 ___ minimum, 2 words 16 Pick 18 Mat cutter essential 20 Project done without professional assistance, abbr.

22 Brand of miter chopper 23 It’s __ good!

25 Connect 26 Precision tools used to true corners, 2 words 28 Compass point 29 Commercial 30 Prepare for use, 2 words 31 Archival grade of matboard

DOWN 1 2 3 4 5 6 7 10 12 15 17 18 19 20 21 24 27 29

One of a kind, custom Having less sheen Narrow beam of light __ touch V-_____, fasteners used on frame corners Type of frame used sometimes in photo frames Turn around, an image for example Before, prefix ____ backs Frame metal Miter saw cuts make them accurate Cutter essentials Ready to go, 2 words Pixels, basically Give way Part of a rectangle, geometrically Tree resin Radio wave

SEE PAGE 47 FOR THE SOLUTION

PFM May 2020 43

44 PFM May 2020

Framing Community Remembers Bill Parrie

By Kimberly Biesiada

B

ill Parrie, an industry luminary who developed framing

that features a steer and

tools and educated countless framers as an instruc-

two mounted riders—even-

tor for The National Conference and the Professional

tually led him to leather-

Picture Framers Association, died Thursday, April 9, at age 82.

Born on a family-owned paddy field in Frey, LA, Parrie gained

working, as he wanted to repair his own saddles. He

international esteem for his numerous accomplishments in and

became an international

contributions to the art and framing industry. He met his wife of

award-winning leatherwork

55 years, Maria del Pilar Parrie, while serving abroad in the United

craftsman, and made sad-

States Navy as a language interpreter. Maria, then an interpret-

dles and custom holsters

er for the Spanish consulate, was also an accomplished artist

for law enforcement until

whose family owned galleries in Barcelona. The couple opened

2019. A lifelong student, he

their first frame shop in 1974, offering needlework supplies and

learned taxidermy at age 60

limited-edition art in addition to custom framing.

and continued team roping

Parrie would go on to own several businesses, including FrameMakers of Eunice in his native Louisiana and mat cutting

1938-2020

until his 72nd birthday.

Coming full circle, Parrie was buried on the same Louisiana

company Starr Springfield, where he helped develop pieces of

paddy field where he was born, joining many of his relatives. “The

framing equipment still in use today. He also owned Premier Lu-

journey from his birthplace to where he was ultimately laid to rest

bricants, a company that produced specialized lubricants for mat

is about 100 yards, yet that short distance does not begin to

cutters. He won many international awards for picture framing

count the millions of miles he flew, dozens of countries he visited,

and gold leaf restoration, a craft he learned while studying in Italy.

thousands of lives he touched, or his immeasurable impact on an

In 1988, Parrie and his wife relocated to Saudi Arabia to help develop and build the country’s national art gallery. While there,

entire industry,” said his son, Jim Parrie, Ph.D., CPF. Parrie is survived by his two sons, Jim and Paul Parrie; Jim’s

the couple worked with members of the royal family and flew

wife, Sheila; his daughter, Teresa Stern, and her husband, Ben;

around the world acquiring pieces for display in the gallery. Their

his brother, Elman J. Parrie and his wife, Patricia; as well as his

stint abroad was cut short by the outbreak of the Gulf War; they

three grandchildren, two great-grandchildren, and many friends.

were evacuated from Saudi Arabia by the US Dept. of State.

Parrie gained acclaim not only as a framer, businessman,

Also left to cherish his memory are all those who worked with him. “It was so easy to be around him; he always saw the bright

and gallery director, but also as an instructor. He taught thou-

side of things,” said Paul MacFarland, MCPF, GCF. “Bill was

sands of framing professionals during his years with The National

whip-smart and dedicated. He was a family man first; if you knew

Conference at the WCAF Expo and as chairman of the PPFA An-

Bill, you knew his family. He was also an artist, master craftsman,

nual Convention in New Orleans in the late 1970s. He also served

technical innovator, and one of the best teachers the industry ever

as president of the PPFA and wrote educational articles for PFM.

had. Add to that rancher, horseman, and polylingual traveler who

Parrie had many passions related and unrelated to picture framing. But it seems no matter what his interest, his commitment, curiosity, and talent elevated his work to levels of worldwide recognition. His love of horses and team roping— a rodeo event

palled around with sultans and Salvador Dalí, and you begin to get the picture. Bill lived it. He will be missed.”

James Miller, MCPF echoed the sentiment. "My wife Gail and I met Bill at an early WCAF Expo, and we became fast friends.

We always enjoyed his quick smiles and kind comments. Bill was an innovative, highly skilled, knowledgeable framer, and one of the most helpful educators I've had the pleasure to work with."

Brian Wolf, CPF, GCF, said, “No one ever knew whether Bill's next story would be about a childhood escapade, an engineering project, rubbing elbows with royalty, or calf roping. All were told with the liveliness of a kid, and there was always a punchline. Few of us have been lucky enough to know even two other people in our lives who were always doing, always smiling, and always on an adventure like Bill was." PFM

Index Advertiser

Page

Advertiser

Page

Active Sales ........................................................................21, 47

House of Troy ...........................................................................18

800-937-2255

800-428-5367

www.activesalesco.com

www.houseoftroy.com

Alpina Manufacturing, LLC ........................................................47

Jack Richeson & Co. ..................................................................47

800-915-2828

800-233-2404

www.fastchangeframes.com /www.bannergrip.com

www.richesonart.com

Capax-Frame It ........................................................................18

Michelangelo Moulding ...............................................................9

800-942-2729

877-422-8812

www.capax.com

www.michelangelomoulding.com

CMI Moulding ...........................................................................47

Omega Moulding Company .......................................................23

301-476-7440

800-289-6634

www.cmimoulding.com

www.omegamoulding.com

Crescent Cardboard Co. .................................................13, 15, 43

Picture Framing Magazine.............................................33, 41, 44

800-323-1055

800-969-7176

www.crescentcardboard.com

www.pictureframingmagazine.com

Decor Moulding & Supply ..........................................................27

Picture Woods Ltd. ....................................................................25

800-937-1055

800-321-6522

www.decormoulding.com

www.picturewoods.com

Designer Moulding....................................................................25

Pro Tapes & Specialties..............................................................17

800-634-0032

800-345-0234

www.designermoulding.com

www.protapes.com

Engelsen Frame & Moulding ......................................................47

Professional Picture Framers Association ....................................49

800-422-6731

732-536-5160

www.engelsenframe.com

www.ppfa.com

Fixons ......................................................................................47

Rhonda Feinman Custom Frames .................................................6

714-526-3455

800-297-1566

www.fixons.com

www.rhondafeinman.com

Foster Planing Mill ..............................................................26, 47

Superior Moulding Corp. ...........................................................47

323-759-9156

800-922-7914

www.fosterplaningmill.com

www.superiormoulding.com/www.zelanto.com www.supermoulding.com

Framerica.....................................................................2, 3, 4, 52

Ten Plus....................................................................................29

800-372-6422

888-944-8899

www.framerica.com

www.tenplusframes.com

FrameTek .................................................................................24

Tru Vue ......................................................................................7

800-227-9934

800-621-8339

www.frametek.com

www.tru-vue.com

Frank's Fabrics for Framers.......................................................19

Universal Arquati ........................................................................5

888-332-2749

800-668-3627

www.franksfabrics.com

www.universalarquati.com

CONTENTS

Global Art.................................................................................37

Wall Moulding ..........................................................................51

866-310-4278

800-880-8315

www.globalartinc.com

www.wallmoulding.com

AD INDEX

Gluefast Company ....................................................................47

Wizard International .................................................................11

800-242-7318

888-855-3335

www.gluefast.com

www.wizardint.com

Gold Leaf Frame Makers of Santa Fe ...................................38, 39

Z Hardware ..............................................................................47

800-873-5525

800-880-9315

www.goldleafpictureframes.com

www.zhardware.com

Hoffmann Machine Company ....................................................47

Ziabicki Import Co. ...................................................................20

866-248-0100

262-633-7918

46 PFM May 2020

www.hoffmann-usa.com

www.ziabicki.com

Distributor Spotlight

Crossword Challenge Puzzle Solution

PFM May 2020 47

Product Showcase 888 Manufacturing Corporation

Framerica

This staple remover with stainless steel lifting mechanism easily lifts and removes deeply ingrained staples. Save time and minimize damage to stapled surface.

Comfortable, dual-rubber, non-slip, easy-grip handle. Ergonomic design with leverage feature for comfortable use.

Spumante Stainless, a soft-gold sibling to the original, is now available in a more classic option. “We worked hard designing the most useful contemporary gold available,” notes VP Josh Eichner. “Naturally, designers began requesting the same tone in a traditional gold.”

Call: 888-338-3318 www.888mfgcorp.com

Call: 800-372-6422 www.framerica.com

Frametastic

Michelangelo Moulding

Frametastic’s barnwood painted color palette has increased to 18 selections with the addition of Spring and Eggplant. Both colors are available in 1'', 1.5'', 2.25'', 3'', and 4'' widths as well as in a deeper cap style. They are also available as photo frames for 4/6'', 5/7'', and 8/10'' prints.

Filling another space in the widening floater market, Michelangelo has developed a new series of brawny barnwood mouldings in six very realistic wood finishes; three variants of brown and three of gray. This new series will join the company’s other floater collections shortly; please send in your orders for samples online.

Call: 973-962-0286 www.frametastic-llc.com

Call: 877-422-8812 www.michelangelomoulding.com

Presto Frame & Moulding

Superior Moulding

Cleo is a clean, contemporary classic.

The lighter middle panel is accentuated by a white scratch through and is bracketed by a shade-darker lip and back.

Introducing Thames, a single profile in four misty, metallic finishes. The transitional style with a delicately-embossed lip will enhance either a classic etching or a modern abstract image. Request a color catalog online, or call to get samples and pricing.

Call: 800-431-1622 www.prestoframe.com

Call: 800-922-7914 www.supermoulding.com

CONTENTS

Universal Arquati

AD INDEX

Introducing the Keystone Collection, a new release for 2020. This is a larger version of a mid-century classic for use on oversized art dimensions, to be used with canvases and wall decor. This collection is available in eight finishes and one profile. This product is now in stock! Please contact your local sales representative to get a sample set. You can contact Universal Arquati by phone or fax (866-2391349). View these mouldings along with Universal’s entire product line on the web.

Call: 800-668-3627 www.universalarquati.com

48 PFM May 2020

Have a question or comment?

Tell PFM what you think.

Mail letters to PFM 83 South Street, Unit 307, Freehold, NJ 07728 Call 732-536-5160, Fax to 732-536-5761 Attn: PFM Editor or E-mail to pfmeditor@hobbypub.com

(Continued from page 50)

After several attempts at using a

The larger magnets were placed

fine mesh overlay to attach the dress

first and attached to the strain-

yielded

results, we

er with screws. Circular holes were

started exploring the idea of using

cut in a sheet of foamboard to cor-

magnets to mount the dress. We had

respond with each magnet. For the

used magnets in the past to mount

background, the client selected Eden

much smaller, sturdier garments. A

Silk in Celadon from Frank’s Fabrics.

very real concern as we were planning

The fabric was left oversized and we

this project was that while we needed

mounted it to the foamboard using

the magnets to securely support the

pH-neutral adhesive from Frank’s.

dress, magnets that were too large

After the board was attached to the

Compete against top

or too strong could easily damage it.

strainer, we applied adhesive to

framers from around the

Another concern was protecting the

the strainer sides, allowed it to dry,

dress’s beading from being crushed

wrapped the silk, and set it with heat.

by the force of the connected mag-

Magnets proved helpful in ar-

nets. To solve this, the form inside the

ranging and rearranging the layers.

dress was padded, and I made cush-

To expose the pleats and lace details

ioned muslin pads to place between

on the underskirt, we made addition-

the material and the backing board.

al shaped forms to hold up the hem.

disappointing

We collected an assortment of

Supports were placed in the skirt and

rare earth (neodymium) magnets to

the piece was left hanging overnight

use for this piece. We went through a

to ensure the dress would look as

long succession of trial and error to get

good vertically as it did on the work

the technique just right. After hanging

table. Once we were satisfied with the

several prototypes of the insert from

arrangement of the skirt and train,

the side of a filing cabinet, we decid-

the acrylic box was attached to the

ed to use six 32mm round magnets to

strainer with screws.

support most of the weight, and addi-

The shoes were attached with

tional 12mm magnets to achieve the

magnets and matching silk-wrapped

desired arrangement of the dress. The

supports to keep them from pivoting.

magnets were countersunk so they

The floral headpiece, a fragile wreath

could be attached to the wood strain-

of silk leaves and wax flowers, was

er with screws.

mounted by sewing it to tulle and

Once the shape of the insert was

wrapping the tulle around a foam

finalized and we understood where

form covered in more of the same silk

best to place the magnets, we drew

as the background.

a plan for the custom strainer. To re-

A color copy of one of the menu

duce the downward pull on the mag-

pages was included so it remained

nets, we ordered the strainer tapered

visible in the fanned-out presentation.

from 3” at the bottom to 1” at the top

The original pages were attached with

and specified the placement for three

strips of clear film to a piece of 2-ply

horizontal cross-braces. The strainer

rag cut to conform to the fan shape. It

was made to our unusual specifica-

was then glued to a silk-wrapped ped-

tions by Jonah Frameworks. A strain-

estal (a block of layered foamboard) to

er was also made for the smaller box,

bring it forward. Finally, the piece was

with cross-braces placed so the mag-

hung with two rows of wood cleats in-

nets’ alignment supported the shoes.

tegrated into the strainer. PFM

THE NEXT FRAMING CHALLENGE

world in the new PPFA International Framing Competition

“DEVOTED THOUGHTS ABOUT DOGS”

by Plee (Penny Tucker) The small book is 2 1/2” x 3” x 3/4” closed and latched, 7” x 3” x 2 1/4” open and laid flat. It consists of six folded, hand-stitched, 10-page sections and two decorative end papers, making a total of 62 pages of adorable dog images and quotes from famous figures like Elizabeth Taylor and Charles De Gaulle.

Sponsored by FrameTek

PRINTS AVAILABLE TO PURCHASE WWW.PPFA.COM Winner to be featured on the cover of Picture Framing Magazine

Professional Picture Framers Association

PFM May 2020 49

DESIGN OF THE MONTH

By Meghan MacMillan, MCPF

Vintage Wedding Dress Mounted with Magnet System

W

hen our client brought in an antique wedding dress and accessories that her grandmother had

worn in 1910, she had ideas for its display and some concerns about preserving such emotionally valuable items. We were eager to collaborate with her to create the design of her

beads and seed pearls. Although the dress had

dreams while protecting her irreplaceable fam-

been carefully stored, it was over a century old,

ily heirlooms.

and during that time the silk—particularly the

The dress was handmade and had an as-

beaded, tulle outer layer—had become fragile.

sortment of exquisite details that deserved to

Thousands of unbelievably small, hand-

be highlighted. Along with the dress, we had

stitched pleats bordered the underskirt. There

shoes, a headpiece, and a menu from the wed-

was also some beautiful lace in the petticoat

ding reception. After laying out some designs

layers. For anyone who sews or admires such

with all the items together in one frame, we

handiwork, the construction and finishing de-

decided a better approach would be to frame

tails on this dress were breathtaking. We want-

the dress alone and use the smaller items in a

ed to honor the client’s wish to reveal some of

separate display.

those details in the final design.

CONTENTS

We had framed wedding gowns before, but

To keep as much of the dress and acces-

none as vintage and certainly none as fragile. To

sories visible as possible, we decided to use

say the thought of putting a needle through the

acrylic display boxes without the addition of a

dress made me nervous is an understatement.

traditional frame. To accommodate the volume

The skirt was a delicate silk satin that would

of the skirt and train, we needed the larger box

readily show a pulled thread. The bodice of the

to be deep. The case for the dress measures 35”

dress was layered lace and silk tulle with glass

x 65” x 7”. The smaller display is 24” x 24” x 6 ½”.

AD INDEX

Meghan MacMillan began her first frame shop job in 1983 and since then has worked in a variety of different types of framing businesses in several markets across the United States. She joined The Mitre Box in Baltimore, MD, in 2015. In addition to retail framing, Meghan works with the PPFA Certification Board and has been an instructor for PPFA at The National Conference.

50 PFM May 2020

(Continued on page 49)

A system of differently sized, countersunk magnets allowed designers to arrange this vintage gown as desired while safely supporting its weight.