Picture Framing Magazine - September 2020

FALL DESIGN TRENDS THE 7 KEYS TO SALES SUCCESS NEW PRODUCT SHOWCASE

Contents

PFM is a member of:

Volume 31, Number 9

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

On the Cover

Knowledge of interior design trends can be useful when selling custom framing. This year, retailers can position themselves as an expert resource for customers looking to refresh the look of their living spaces as they adapt to working and learning from home.

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

Photo by Anthony Masterson Photography Courtesy of Steve McKenzie

Features 18 Interior Trends for the Fall Season 22 Design Factors Explained

Columns 12 Sales Strategies 26 Successful Retailing Panel 38 Style Snapshot

18

Departments 8 10 30 34 35 36 37

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

22

12

Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear.

PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.

PFM Publishing

330 Mounts Corner Dr. #313, 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 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

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PFM PUBLISHING, LLC PRE S I D E N T

6 PFM September 2020

Bruce Gherman

FROM THE EDITOR’S DESK

S

Trending colors, furniture styles, and wall décor present new opportunities to promote custom framing products.

CONTENTS AD INDEX 8 PFM September 2020

eptember is a month I’m always happy to greet: around here, it means cooler weather, emptier roads and beaches, and a feeling of renewal as the sun sets on summer and we head into the fall season. A lot of things might look different this year—going back to school, for example—but I believe we can still harness that new-season excitement to give our homes and businesses a refresh.

In this issue, we take a look at what’s trending in interior design and how framing retailers can use those trends to sell their product. Extra time at home has lead to increased demand for living spaces that are multifunctional (office-slash-classroom-slash-kitchen, anyone?) and elicit feelings of joy and comfort. Framing can help with that!

To hear what professional designers had to say, as well as insights from a few leading framing suppliers, see page 18.

Our September issue also features our New for Fall Product Showcase.

This special annual showcase highlights framing materials and equipment being introduced by suppliers for the season. From art prints to moulding, matboard, hanging hardware, digital printers and more, these vendors are ready to help you get your

shop’s inventory up to date so you can offer top-notch framing products to your customers.

Speaking of back to school, are you looking for a refresher course on frame design fundamentals? In her latest column, Chris A. Paschke, CPF, GCF, CMG, gives a primer on the underlying factors that make for great frame design, including balance, symmetry, and proportion (page 22).

The fundamentals of successful selling is also explored in this issue.

In his latest column, Jared Davis, MCPF, GCF, covers seven essential ingredients for making a sale, with bonus “silver bullet” tips for boosting profit and turning shoppers into loyal clients (page 12).

Those articles and more await you on the following pages. As always, we welcome feedback: email editor@pfm-group.com with burning questions, comments, or suggestions.

This is your trade publication, and your continued engagement makes for a richer reader experience. Happy fall!

Kimberly Biesiada Editor

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!

www.pictureframingmagazine.com For more information contact 848-444-3138

INDUSTRY NEWS Colonial Williamsburg Completes $41.7M Expansion

Rosner Celebrates 45 Years at Framerica

Guests visiting Colonial Williamsburg’s two art museums will be

Dave Rosner, Framerica’s senior vice president

treated to a grand concourse, revamped café, new permanent

of procurement, recently celebrated his 45th

galleries, special exhibitions, and more as part of a recently com-

year with the company.

pleted $41.7 million expansion.

“Our business recently surpassed 50

The expansion of the DeWitt Wallace Decorative Arts Mu-

years, and no one has been more instrumental

seum and Abby Aldrich Rockefeller Folk Art Museum includes a 65,000 sq. ft. addition to create new exhibition spaces and an entrance on South Nassau Street. Guests will enjoy several

in our success and longevity than Dave,” says Dave Rosner

co-chairman Gene Eichner. “Every day, for 45

years, he has been a leader, a confidant, and a trusted friend.”

new exhibitions at the newly expanded museums, such as “Early American Faces,” “The Art of Edward Hicks,” and “American Folk

Universal Arquati Hires New Sales Rep

Pottery: Art and Tradition.”

Universal Arquati recently announced that Joe

Other highlights of the expansion include a new lobby, grand

Garitone has joined their team as the sales repre-

concourse, and revised café menu; new permanent galleries de-

sentative for Washington, Oregon, Alaska, Mon-

voted to specific areas of the foundation’s collection; and im-

tana, Idaho, British Columbia, and Alberta.

proved guest services, including general and accessible parking

Many framing retailers will already know

and upgraded mechanical/climate-control systems for efficient

Garitone by way of his 37 years in the indus-

operations and exhibition presentations.

try. According to the company, Garitone has a

Joe Garitone

The Art Museums of Colonial Williamsburg showcase more

well-founded reputation for his outstanding dedication and prides him-

than 67,000 period antiques and works of art and 7,000 pieces

self on building long-term, positive professional relationships. He can

of folk art. For more information, visit colonialwilliamsburg.org.

be reached at 503-516-7905 or jgaritone@universalarquati.com. PFM

CONTENTS AD INDEX 10 PFM September 2020

SALES STRATEGIES

by Jared Davis, MCPF, GCF

Silver Bullets for Selling Tips for boosting profit and turning shoppers into loyal clients.

T

here’s no business without sales. Regardless of your skills, knowledge, or experience in framing, ultimately

you still need to be able to sell what you do.

There are many essential ingredients which contribute to making a single sale. Some ingredients may be less obvious than others.

The good news is, you don’t necessarily have to be a natural-born salesperson to be successful at selling custom framing. You just need to understand the fundamental principles behind making a sale, which I’m going to cover below, along with a few “silver bullet” tips to help point you in the right direction.

Seven Essential Ingredients for Making a Sale 1) Positive Attitude – A little positive attitude can go a long way. It’s the first step to a great experience. Customers like to be acknowledged and appreciated, and everyone likes to be treated with respect. This is why it’s vital to get things off on the right foot with each

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customer contact.

• Silver Bullet: First, always smile whenever you greet a customer. Appreciate the

opportunity that each customer provides and avoid treating anyone as an interruption. Also, share a little passion and enthusiasm. Getting something framed can be exciting for some customers, so share in a little of their enjoyment. Make comments like, “Wow, this looks interesting!” or “Okay, let’s have some fun here!”

2) Trust – If someone doesn’t trust you, it’s unlikely that they’ll buy from you. Not many people will part with their money unless they need you, like you, and trust you. Trust is essential.

• Silver Bullet: Establishing trust when face-to-face with a customer requires one skill: communication. The objective is to understand your customer’s needs. Good communication will enable you to engage and connect with people. This is most naturally achieved by initially asking open

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Jared Davis has 25 years of industry experience and is a product 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 previously served 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 September 2020

Let’s take a closer look at the fundamentals of selling, including building trust, generating interest, and making customers happy.

questions such as, “Have you had anything framed

still have some reservations or doubts, so compliment

with us before?”, “Tell me the story behind this piece,”

them on their choices and make them feel good. For

and “Where are you looking to hang this?” Asking the

example, you could say something like, “You definitely

right questions is only the first half of communication;

made the right choice today. I can’t wait to see how

the second half is being able to listen to the customer

this will look when it’s done,” or “I just know you’re go-

and convey that you understand what their preferenc-

ing to love this when you see it hanging on your wall.”

es and requirements are.

5) Value for Money - A sale is made when the custom3) Reputation – You’re only as good as your reputation.

er feels the value of your product is more than the price

Keep in mind that for any customer, your reputation is

you’re asking. This means you’ve been able to demonstrate

only a Google search away. In this day and age, chances are

that your solution offers value for money. You’re not sell-

your business has already been Googled before a new cus-

ing frames, you’re selling solutions. Custom framing re-

tomer even walks through your door. Always be mindful of

quires custom solutions! Don’t forget that in the eyes of

how your customers feel about you, your product and your

a consumer, nothing beats a tailor-made product such as

business. Years of credibility can be shot down with a one

a tailor-made dress. That’s what you deliver with custom

star review.

framing; tailor-made solutions.

• Silver Bullet: The key here is to make sure every cus-

• Silver Bullet: “Value for money” does not mean the

tomer leaves your store 100% happy. Yes, even the rare

cheapest price. The key to establishing value for mon-

unreasonable customer. If things haven’t gone right,

ey is to educate and demonstrate. Most people don’t

even if it’s not your fault, just apologize and make it

mind paying more when they understand why. The

right. Even if it means you may have to take a hit to

most convincing way to achieve this is to show the

do so. Always remember that a short-term cost mak-

“custom” in custom framing; i.e., showcasing high-

ing something right may be a lot less than the ongoing

er-value concepts in a visual manner. No generic prod-

damaging cost to your reputation in the future.

uct can beat this. Distance yourself away from generic products by highlighting your specialties, and don’t be

4) Make People Feel Good – Happy customers spend mon-

afraid to show customers higher-value moulding and

ey. Customers like to feel comfortable, with their needs

mat options early on during the consultation.

being catered to. You shouldn’t expect a customer to care

Even when a customer has indicated they may

about you and your business. A customer really only cares

be price-sensitive, it’s interesting to see how easily

about the piece they want to frame. Customers have a de-

people can be swayed when the see something nicer.

sire to feel good, and this carries across to how the feel

Create and use visual sales aids to demonstrate any

about things they choose to spend their money on.

worthwhile differences. This goes beyond just using

• Silver Bullet: It’s all about being attuned to the custom-

corner samples; framed displays with inspiring ideas

er’s desires, needs, and fears. Consider your approach

and upgraded concepts such as fabric mats, fillets,

from their point of view. A pleasurable experience

shadowboxes, and premium glazing can all be power-

starts with a customer-focused shopping environ-

ful tools when helping a customer justify upgrading to

ment. This means things like a comfortable amount of

an enhanced design option.

CONTENTS AD INDEX

space, resting stools, pleasant music, the right amount

Likewise, when it comes to offering premium

of lighting, nice smells; all these considerations add

preservation methods and materials, it can be more

up to making it easier for them to enjoy the overall ex-

convincing to a customer when you have samples or

perience. Also consider the design process from their

displays on hand to demonstrate the features and

point of view. You’re there to help them find the best

benefits of such work. Quality is an antidote to beating

solution. Be sensitive and allow your customers space

the lowest price on the market. Providing informative

and time to make decisions. Save time and reduce in-

brochures or literature to your customers can also be

decision by reducing any confusion. Curate the options

a useful sales tool. Consider how this type of informa-

and don’t overwhelm. Keep it simple and slow it down

tion could be conveyed on digital platforms such as

if required. When they make a final decision, they may

your website, too.

14 PFM September 2020

6) Inspire for Desire – Want can be a powerful emotion.

• Silver Bullet: Loyal customers are not created by using

The power of desire can also transcend the sensitivity of

high-pressure sales methods and tactics. The key here

price. Consumers will pay more for something they want

is to build rapport. Get to know each customer a little

compared to something they just need.

more. Don’t just make their experience purposeful;

• Silver Bullet: The key to making people want your

make it personal, too.

product is in your merchandising and presentation.

Think of every customer interaction as an invest-

The simple way of achieving this is to show beautiful-

ment in the future, because every customer has more

ly framed examples. Note: there’s little desire in show-

than one wall. Even if someone only comes into your

ing endless walls of corner samples. Ensure a signifi-

store just for a replacement wire on the back of the

cant portion of your vertical real estate is dedicated to

frame or even just some change for the parking me-

beautifully framed art, aimed to inspire and generate

ter in the street, ask yourself, have I potentially laid

a “wow” reaction. When you can get customers to feel

the groundwork for a future customer? Think of your

this type of reaction, then they know they’re in the

business as a farm, and you are planting seeds for the

right place.

future. The goal should always be one thing; having that customer come back again.

7) Build Relationships – People prefer to buy from people.

Customers will prefer to buy from people they like. Some-

Keep in mind that silver bullets are useless unless you

one’s framer can be like someone’s hairdresser; once they

know how to aim. Aiming well requires understanding

find one they like, they’ll stick with them. The long-term

your target, which is your customer. Ultimately, the key is

success of any custom framing business is based on one

simply to take a sincere approach to understanding your

thing: loyalty, which is demonstrated by returning clients.

customer and delivering a product and service that ex-

Customers also make recommendations to friends about

ceeds their expectations. PFM

places with people they like.

CONTENTS AD INDEX 16 PFM September 2020

INTERIOR TRENDS FOR THE 2020 FALL SEASON

By Kimberly Biesiada Courtesy of Steve McKenzie; photo by Anthony Masterson Photography

I

Consumers’ changing habits are inuencing their choices — opening new doors for framing opportuniঞes t’s no secret that design trends are often informed by

enzie Interior Design in Atlanta, GA.

shifts in the way people work, play, and relax. This year

“I think some people are going to always work from

has brought major changes for many families, with the

home now; more people than we ever anticipated,” McKen-

global coronavirus pandemic impacting virtually every as-

zie said. “Some people just won’t be returning to an office

pect of life. Things that had previously happened outside

environment, so these flexible, multifunctional spaces are

the home—work, child care, education—have all moved in-

becoming more and more important.”

side, and with all the extra time spent in the house, people

Whether someone wants an office by day, dining room

are gaining new perspective on what they want and need

by night or a classroom by day, family room by night, McKen-

from their living spaces.

zie said clients are asking for attractive storage solutions for

This is good news for designers, and good news for art

quick stashing of computers and desk accessories. He is also

and framing retailers looking to drum up business after

seeing requests for furniture that can multitask, such as an

a months-long slowdown. Knowledge of trending colors,

attractive dining table that can also serve as a work station.

furniture styles, and wall décor can be useful when selling

The prevalence of video conferencing has sparked de-

custom framing, and this year, retailers can position them-

mand for “Zoom-ready” wall décor, McKenzie said. Remote

selves as a resource for customers looking to refresh the

workers want the backdrop of their video calls to convey a

look and expand the functionality of their spaces.

sense of style and sophistication. Gallery walls, a perennially

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VERSATILE, MULTIPURPOSE ROOMS

popular design choice, remain in demand as people create their work-from-home spaces, according to McKenzie. He

Pre-pandemic, a house was a place to return to at the end of

also suggests a styled library shelf that includes books and

the day for many people. Whether they left for a shift at their

framed art to convey personal style and intellectualism.

AD INDEX

job or a day at school, their responsibilities took them away

Designers can help their clients make just about any

from home for a chunk of time. Over the last few months,

space work for their needs, and this year, newly repurposed

however, it’s been common for someone’s home to suddenly

spaces can mean new opportunities for designers and fram-

also become their office, classroom, and daycare.

ers alike. Leslie Sieswerda, owner of L Interiors Austin in Aus-

That change has led to a growing need for rooms that serve multiple purposes, said Steve McKenzie, owner of McK18 PFM September 2020

tin, TX, said she created several home offices recently, including one in an unconventional location: a walk-in closet.

“My client realized they hadn’t worn most of those clothes in a few years; they didn’t need all of it,” she said. “I redesigned the closet to be functional for work, making an office nook with a beautiful chandelier, cabinets, and a reupholstered lounge chair.”

For art and framing retailers, asking customers how they are spending their newfound time at home could lead to creative design solutions and added sales. New work, play, and learning areas could be opportunities for new framed pieces on the wall to tie the space together.

OUTDOOR SPACES More at-home time, warmer weather, and the inability to travel meant that personal outdoor spaces were the destination of choice for many families this spring and summer. A couple who were forced to cancel a trip to the Caribbean, for example, might turn their attention to giving their patio the look and feel of an island getaway.

“They’re not taking that vacation, so they think, let’s go ahead and make a space we enjoy as a family in the backyard, around our deck, or on the balcony,” said McKenzie, who has seen an uptick in requests to design these areas.

“People are very aware of having an external, exterior space to be able to escape to.”

In Austin, Sieswerda has seen much of the same. With many people spending as much money on their outdoor patio as they do on their kitchen, she has “a lot of creative license” to design the personal paradise of her clients’ dreams—she even worked on one client’s pool, choosing the color scheme for it and the surrounding area.

There is also a growing trend to bring the feeling of that outdoor oasis indoors. This can be seen not only in the artwork and wall décor people are choosing right now, but also in the colors they are using to accent a room. McKenzie said his clients have been gravitating toward shades of green, which helps satisfy their desire to “bring a little bit of nature in.” Incorporating some living décor can also achieve this effect; McKenzie suggests mixing framed artwork with sculptural pieces and lush, green plants for an attractive styled arrangement. He sees the green trend continuing through the fall, and predicts blues will become more prevalent in 2021.

HOMES THAT FEEL GOOD Style is intrinsically tied to emotion; when done well, interior design is used to evoke feelings of happiness, comfort, and pride in one’s home. Changes as small as a new art print, fabric, or coat of paint can have a dramatic impact on how

Shades of green have grown in popularity for interiors this year as people seek to bring a sense of nature indoors. Courtesy of Steve McKenzie; photo by Marc Mauldin Photography someone feels about their space. It’s no surprise, then, that the emotional upheaval felt by many this year has manifested in how people are choosing to decorate their homes.

“Overall, what I’m hearing is, ‘I just want a space where I can feel comfortable and cozy,’” Sieswerda said. “People want furniture that feels good, things that feel good.”

Sieswerda is seeing a rise in brighter, happier colors throughout the home. She often incorporates this trend by using brightly colored artwork as an accent piece in a room, marrying the hues found in the art with other decorative accents like throw pillows and rugs. She’s also used this trend in furniture, painting cabinets or the base of a kitchen island in a nautical blue or a rich red, for example.

Just as bright, happy spaces continue to be popular this year, so too are what McKenzie calls “zen rooms.” This concept focuses on design choices that evoke peacefulness and wellness. “People are wanting spaces in their home that are calming, spaces to be reflective and comfortable and take their pulse down a bit,” he said.

When it comes to wall décor, that means choosing art PFM September 2020 19

Layering pops of color into a neutral palette makes for a bright, clean, and exciting space. Courtesy of Leslie Sieswerda that soothes, from abstract paintings to photography. Specifi-

both contemporary and traditional styles gaining in popular-

cally, McKenzie is seeing a surge in photos depicting peaceful

ity. These seemingly opposing design choices can work beau-

water scenes such as ocean waves or waterfalls. Pieces like

tifully together as well as on their own. McKenzie said he is

these evoke the quiet serenity many of his clients are seeking;

seeing a “reinterpreted modern” trend; current styles with a

a sanctuary away from the stress of the outside world. Other

more rounded, mid-century look and plusher upholstery. On

decorative accents that lend themselves to this trend include

the other end of the spectrum, he is also seeing a resurgence

soft, oversized throw blankets and pillows in neutral colors.

in brown, English and French antique furniture. This is often

“I think design of the moment is more emotional than

referred to by designers as “grandmillennial” style; a blend-

I’ve seen in a very long time; perhaps since 9/11,” McKenzie

ing of classic elements with a contemporary edge for look

said. “It’s more, ‘How does it make me feel?’ rather than ‘How

that’s traditional with a twist.

does it make me look to someone else?’”

FURNITURE: OLD BECOMES NEW That desire to feel good extends to trending furniture, with

“It’s like two opposites attract there: modern with soft lines, and then you’ve got your grandmother’s furniture style,” McKenzie said. “It also relates to the need for flexible space. I’ve had three clients talk to me about those old desks with the glass above them that your grandmother had. Two of them were for children’s rooms; the kids were learning from home, so the parents wanted to be able to store all the school supplies easily. There is definitely this harkening back to repurposing some of that brown furniture.”

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McKenzie has noticed a growing popularity in brown and gold framing with clean, modern profiles, which ties into the grandmillennial concept. Light maple and walnut floater frames are trendy, too, reminiscent of mid-century style.

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Sieswerda, too, has been blending the old with the new in many of her designs this year. She likes using furniture that has a timeless quality to it; “classic contemporary that transitions really well with anything.” Mid-century modern

“Zen rooms” promote feelings of peace and wellness.

Courtesy of Steve McKenzie; photo by Christina Wedge Photography 20 PFM September 2020

and transitional styles are going strong in her area.

She’s also noticing a lot of what she’s dubbed “redecor-

ranging:” rather than redoing an entire room from top to bot-

Of course, where we are right now will soon be a memo-

tom, a few nice pieces of furniture will be reupholstered, the

ry, too. McKenzie, for one, is already planning on how he will

layout of a room will be rearranged slightly, or the walls will

preserve 2020. “The big one for me is, after all this is over, I

receive a new coat of paint. The overarching desire is for the

want to frame the masks I wore most often,” he said. “I am

space to be “comfortable and customized,” she said.

absolutely going to do that, because I want my grandchildren to know what it was like.” PFM

FRAMING & REFRAMING The marriage of old and new can be also seen in what is

TOP TIPS FOR FALL FRAMING DESIGN

hanging on walls. Sieswerda has found that when her clients

SUPPLIERS WEIGH IN ON WHAT’S POPULAR RIGHT NOW.

are shopping for new artwork, they tend to select pieces that reflect contemporary style; at the same time, however, she has had much of her clients’ existing artwork reframed. She works with a local frame shop to redesign older pieces to match the updated look of her clients’ living spaces.

Another trend cropped up earlier this year when people

“

Pre-pandemic trends have in many cases continued over the past five months, and we don’t expect that to change heading

into the fall and winter seasons. We have seen consumers become hyper-focused on their homes and the environments within, generally opting for calming tones, muted metallic finishes, and perceived value. Made in

around the world found themselves stuck at home for weeks

America has become an even more important benefit. For Framerica, our

on end. Finally having the time to tackle their to-do lists, they

Illusions profile—a transitional design that provides the value of appear-

cleaned out basements, attics, and closets—unearthing some family heirlooms and mementos in the process.

This presents a prime opportunity for framers, but Sieswerda said the key is customer education. “You have to instill those ideas into people, that they can frame things like jewelry or their family’s china,” she said. Suggesting their heirloom would look beautiful (and be safely preserved) in a shadowbox, for instance, could lead to a sale.

McKenzie also has several clients who have rediscovered family treasures while in quarantine. He is currently framing a Navajo-style antique rug and a button collection that two different clients found during bouts of spring cleaning. Those kinds of items, as well as family photographs, are perfect for framing; especially now, when customers are seeking happiness and comfort from their décor.

“I think there will continue to be a lot of harkening back to fond memories,” McKenzie said. “Times that were better than where we are right now.”

ing as three frames in one—has seen an enormous boost in demand.”

- Josh Eichner, Framerica

“

Home environments today are not only places of refuge, but also serve as office and learning spaces. Thus it is more

important than ever to create a feeling of warmth and relaxation. Artwork framed in timeless natural woods (like our Sierra and Kota collections) and subtle metallics (like our Liso collection) beautifully transform interior spaces and align well with 2020 fall trends.”

- David Freshnock, Studio Moulding

“

Universal’s Arquati Signature line offers affordable, high-end looks that emulate jewelry and metallic tones, adding exciting

accents to any interior. Lavish colors in striking combinations revive the excitement of the interior dwelling, where we spend most of our time today. Spending time at home brings back the value of family and connecting with our environment. Refreshing our commitment to the home interior is more important than ever.”

- Mark Gottlieb, Universal Arquati

PFM September 2020 21

DESIGN ELEMENTS: FACTORS EXPLAINED

By Chris A. Paschke, CPF, GCF, CMG

I

n “Design Elements: Design 101,” I discussed framing elements such as line, color, texture, shape, intensity, and space, and framing factors like balance, proportion,

emphasis, and rhythm. Together they make up the principles, or fundamentals, of frame design. Structural elements are used to control, organize, and integrate a design; since factors are often referred to as the organizational principles,

An example of approximate symmetry the art and framing give the illusion of a somewhat mirrored image by varying the two sides to maintain viewer attention. Framing courtesy of Ray Dwyer

they warrant further discussion.

Factors are the binding qualities, the mortar that holds

times defined as the mathematical relationship of parts to

building block elements together. They are guidelines devel-

one another within the whole. A building without structural

oped to assist in creating more harmonized designs and are

equilibrium may not be able to support its own weight. As

the physical organizers that can make or break a design—

equality in weight or attraction to other visual elements, bal-

even when perfect colors and textures are used. If the bal-

ance is possibly the strongest unifying principle.

ance or proportion of a presentation is off, or there is an ele-

Visual balance is the illusion of equilibrium, the aes-

ment that throws the eye out of the frame without pulling it

thetic quality of balance. It is not a matter of whether it will

back in, the design will never hold together.

fall over so much as whether it gives the impression of being

BALANCE

well proportioned, aesthetically pleasing, and able to stand alone. If visual balance is missing, we feel uncomfortable.

Balance is necessary for survival; for example, inhaling

Any composition where all prominent shapes and masses

balanced by exhaling and activity balanced by sleep. Struc-

are on one side might appear lopsided unless the opposing

tural balance is identified by the actual equilibrium of an

side has adequate visual interest to compensate. Other el-

object, and equilibrium establishes coherence. It is some-

ements such as space, line, or color may be used to counterbalance this visual weight using a large area of strong negative space. Like a building, a frame design lacking visual balance would likely fall apart.

SYMMETRY, ASYMMETRY, RADIAL CONTENTS

The feeling of equality as weight, attention, or attraction to other parts within the frame, and is identified as symmetry, asymmetry, and radial balance. The visual weight of symmetrical balance is perfectly even on each side of an imag-

AD INDEX

inary center line of an image. Since art is rarely a mirror image, most art falls under the cloak of approximate symmetry. By slightly varying the two sides of the axis to hold viewer attention, the sides are similar enough to stimulate This Cibachrome of Gwen Walker-Strahan required a wider liner mat to allow for the signature. The liner featured a v-groove already, so the double mat addition was a an under tier top with Strathmore pink4-ply rag.

22 PFM September 2020

the feeling of exactness while remaining sufficiently varied to prevent visual monotony.

Symmetrical balance is perfectly even on each side of an imaginary center point.

Asymmetrical balance is created

Radial balance creates forces identical in strength and character from one centralized focal point, like a nautilus shell or wagon wheel. This deeply padded 3D fabric lined shadowbox reinforces the circular hand crochet doily.

by arranging elements that visually balance either side of a central line.

Any time weight is changed on one side, an adjustment must be made to compensate on the other. The art and framing in this image are asymmetrical, but the visual balance is off. A slightly wider mat border to the left of the duck stamps on page 25 would have balanced the design.

Radial balance creates forces identical in strength and character from one centralized focal point, like a wagon wheel. This often creates a visual circular movement, adding another dimension to somewhat static symmetry. This photo shows a deeply padded, dimensional, fabric-lined shadowbox for an antique circular hand-crocheted doily; a perfect example of radial balance.

PROPORTION

BORDER VARIATIONS

Proportion is the relationship be-

The concept of weighting the bottom

tween parts determining how much

of a mat originated during a period

space an item occupies and how

when art was hung from long wires

large or small it is in relation to its

from the top of 14'-20' walls, which

surrounding area. There are no rules

tipped them forward. Widening the

for correct mat widths or framing

bottom border visually compensat-

proportions, but it remains the mor-

ed for the sightline problem blocking

tar holding elements together. The

some of the mat bottom, creating the

easiest way to control proportion is

illusion of same border width. Un-

to vary the widths of materials and

usual contemporary widths demand

decoration. Never design the mat to

proportion to be a counted principle.

echo the same width of the moulding

Designs like the signed Ciba-

or an inner fillet to mirror the liner

chrome on page 22 required a wider

mat width beneath it. Whenever you

liner mat to allow for the title and sig-

are designing surface panels, be it

nature to be visible. The original mat

with dry pigments, ruling pen lines,

is a 4 1/4'' cream 4-ply rag mat with

V-grooves, or glass etching, vary your

a V-groove 1/2'' from the window. A

widths and don’t crowd your design.

3/16'' spacer was added between the

Art establishes a scale from

original and the new double mat of

which

all

framing

CONTENTS

proportions

2 3/4'' Strathmore pink 4-ply rag and

should originate. By varying widths

2 1/2'' custom 8-ply under tiered,

of frame, fillet, mats, mat reveals,

cream, rag top mat with multiple

and space, a frame design remains

layers of brown and neutral cream

visually interesting. In framing, it

mounted to the back showing up at

is important to understand scale in

the bottom of the bevel. The brown

relation to proportion. Large floral patterns will appear larger when contained within a smaller, confined

AD INDEX

space. The pattern and scale of patterned fabrics won’t change in a confined space, but the proportions of Image left illustrates same border widths all sides that detract from the art elongation. Asian proportions (right) of narrower sides, wider top and bottom enhance the natural 1:3 ratio of the art.

24 PFM September 2020

the pattern to the space will appear different.

Asymmetry balances by compensation on either side of the center point, just as a heavier child must sit closer to the pivot of a seesaw to balance a lighter child on the opposite end.

under-tiering was added to help pull

ates emphasis.

the eye into the photo of the Grand

All designs will showcase some

Canyon walls, which have brown,

type of emphasis, no matter how

pink, and coral striation layers.

subdued. Any mark on a solid sur-

ASIAN PROPORTIONS

face becomes a focal point—even a dirt mark on a mat or smudge on

The use of exaggerated narrow side

glazing. When more than one spot

and wider top and bottom widths

is showcased, there becomes a hier-

reflects the influence of traditional

archy of focus where one spot dom-

Asian scrolls, and is often referred to

inates. Remember, there is no singu-

as Asian proportions. These are most

lar solution to a framing project; it

often selected in Western framing to

is merely one solution to the design

reinforce and maintain a long, thin

problem.

The art and framing are asymmetrical but the balance is off on the left. A wider mat boarder to the left of the duck stamps would have given more space and better balanced design. Courtesy of Ray Dwyer

appearance of elongated art. If a long

Emphasis in design is achieved

determines where our eye will be

rectangle is framed using the same

most by use of the base elements:

drawn next. This is also why individ-

border widths on all four sides, it will

line, color, texture, shape, and the

ual visual flow within a framed piece

reduce the long, narrow image, mak-

factor proportion. It utilizes physical

will vary from viewer to viewer.

ing it appear more rectangular.

positioning to control visual concentration within the space of a frame.

FINAL FACTOR

As framers, we are enlisted to create

Artists and frame designers are forced

The physical positioning of ele-

an environment for a piece of art-

to balance their designs horizontally,

ments for visual concentration—the

work; as designers, we work towards

vertically, radially, diagonally; in all

focal point—within the frame is the

visually enhancing and showcasing

directions and positions simultane-

factor of emphasis. Emphasis may

it in a unified manner, never detract-

ously in order to achieve harmony or

be achieved through color intensi-

ing from or overpowering the art by

unity. It’s rare that an artist or framer

ty, darkening or lightening contrast,

drawing the eye away from it.

consciously applies design principles

EMPHASIS

line convergence, or simple repe-

as they work, since true design talent

tition, also called rhythm. Without

EYE MOVEMENT

comes from one’s unconscious mind,

an obvious visual point of focus, the

What people think they are looking

and a unified use of the elements and

human eye will naturally settle just

at and what they actually see are

factors emerge as the design pro-

slightly above left of center to begin

often two different things. Scientific

gresses. PFM

to observe the image. This location

studies have tracked eye movement

is generally where the most import-

and found that although we may

ant figure, any critical action, or the

believe we choose what we want to

most vibrant color in a painting will

look at, the human eye really follows

appear, but any marked contrast cre-

an unconscious flow taking in color, shape, and details about viewed objects and their surroundings.

What we actually see is a rough overview of an image, or framed art, with one or two areas in very clear detail. We actively search out interesting visual features that have a meaning for us in a piece of artwork.

As our eye fixates on tiny specific ar-

Radial balance surrounding one centralized focal point, like a nautilus shell or wagon wheel creating a circular movement.

eas, our peripheral vision fills in the rest of the rough image, and in turn,

Chris A. Paschke Chris is the owner of Designs Ink in Tehachapi, CA, is a second-generation professional picture framer with over four decades of experience. She is an artist, an educator, and has authored numerous article series, including “The Essence of Design,” “Design Concepts,” and “Digital Directions.” She has authored four self-published books on mounting. She currently writes the “Mastering Mounting” column for PFM and is a contributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine. She has been honored with the PPFA Award of Distinction for Leadership 2008, Vivian Kistler Recognition for Innovation Award 2010, and PMA Distinguished Service Award 2012 for her contributions to and education in framing digital imagery.

PFM September 2020 25

SUCCESSFUL RETAILING REAL FRAMING RETAILERS, REAL STORIES

Jay Goltz

Loren Feldman

President and Founder, Goltz Group, Inc.

Chief Content Officer, 21 Hats; Host, The 21 Hats Podcast

This is the second in a series of articles from the Breakfast Panel Discussion at the 2020 National Conference. This annual event brings industry experts together to discuss successful approaches to overcoming challenges in the art and framing industry.

Part 2: Management Woes and Solutions LOREN: You grew up in a family business. Did you hire

cause he was throwing it in the garbage because he want-

any family members?

ed my bank balance to build up. You can’t do it anymore because the banks are way more careful, but the scam was

JAY: My cousin works for me; he runs my home store. I

they get a job, they stop sending out the payables, and the

also hired a different cousin after a bad experience with

bank account keeps going up. He then took about $60,000

someone I hired to work on the accounting.

in blank checks, bought some coins and stuff, and the FBI

I thought this guy was the perfect employee. He showed up early, stayed late. He would say, “Oh, I’ll take the mail to the post office for you.” Wow! What a great guy!

CONTENTS

This goes on for two or three weeks. Out of the clear blue,

ended up catching the guy, but it was extremely upsetting.

LOREN: This guy wasn’t your cousin.

he calls and says, “My mother-in-law died and left us a lot

JAY: No, he wasn’t. After he left, I thought, “I have to hire

of money. I quit.” Aw, man! My perfect employee left. What

family.” So, I hired my cousin, who I knew was a moron,

a bizarre coincidence.

to do the accounting. I deluded myself into thinking he

AD INDEX

I get a call the next day. “Mr. Goltz, I’m with the FBI. I

wasn’t that bad. So I hired him, and after two months, my

happened to be driving by your store yesterday, and I saw

other cousin who runs the home store and I were just like,

(the former employee) going into your store. I put him in

oh my god. He couldn’t do anything right. I should have

jail five years ago for embezzlement.” The guy had given

known better—I knew he wasn’t that sharp—but I was so

me a phony name. He had stolen some blank checks, and

freaked out about the whole experience with my last em-

the reason he was taking the mail to the post office is be-

ployee that I figured I’d go for family.

26 PFM September 2020

LOREN: You talk about learning how to manage people

Now it’s the next December. I told you, I had resolve.

as the company is growing. Did you have to learn how to

I figured I didn’t really get management the year before.

delegate?

Now I understand; you’ve got to give instructions. This year, I’m going to get it right. So I get one of my guys in

JAY: Yes. I started trying to read books. I kept hearing

and ask him to put the sticker on my car. He puts it on,

“delegation, delegation, delegation.” I decided I’ve got to

comes back, and I ask him, did you get it done? “Yeah.” Any

stop doing everything. I don’t know about your city, but in

problems? “Yeah—I lost the razorblade.” I had little kids at

Chicago, you get those vehicle stickers every year. I decid-

the time, so for a year I had to worry about one of my kids

ed, okay, I’m going to delegate that.

sitting down on a razorblade in the car.

LOREN: The actual putting on of the sticker.

ment thing before, but now I really understand manage-

Now it’s the third year. I thought I got the management. It’s about instructions, and it’s about follow-up. This

JAY: Yeah, you have to scrape it off with a razorblade

year, I’m doing well; I’m driving a Lincoln Continental, and

and put a new one on. I thought, I’m going to delegate

I’ve still got the van. I call over a new guy to do the job. I

that because I’m the big boss now. I’ve got 25 employees. I

say, “Okay, here’s the story. Put the sticker two inches from

shouldn’t be doing this stuff. So, I get one of my guys and

the bottom, two inches from the side. Put a paper towel

I go, “Here’s the sticker. Will you put on my vehicle?” Sure,

over the dashboard. Scrape it off with a razorblade, take it

no problem. Puts the sticker on.

off, and when you get it done, come to me and follow up,

I get in the car at night, and the sticker’s, like, in the

and then I’ll give you the second sticker.”

middle of the window. I’m thinking, really? Is it really that

The guy goes. He comes back. He hands me the old

complicated? They’re always in the bottom corner! So, I

sticker that was on the van in one whole piece. I’m think-

had to look at this stupid thing for an entire year, because

ing, I’ve never been able to pull that off. I’m like a genius

you can’t pull them off once they’re on.

manager now. I got the right guy, on the right job, and he

PFM September 2020 27

gets the thing done. I go, “Great!” I

Take him down. I would try to fix it,

give him the second sticker, and he

JAY: I needed a production man-

and it wouldn’t work, and then I’d

goes to put it on the car. Half an hour

ager at some point. I was running a

end up firing the manager, or they

goes by, and I don’t see the guy. I go

factory. I had 15-20 factory people,

just wouldn’t show up.

to follow up, and he comes out of the

and I needed to hire a production

bathroom. He’s white as a ghost. I

manager. I was probably 34; I’d never

LOREN: How many did you go

said, did you get the sticker on the

worked in a factory growing up. I fig-

through?

car? “No.” Why not? “The windshield

ured, I’ve got to get someone that’s

blew up.”

really an expert. So what did I do? I

JAY: This happened 10 times over

He used a blowtorch on it; that’s

hired someone older than I was. In

two or three years. Believe me, it

how he was able to get the old sticker

today’s dollars I was probably paying

was always upsetting. I would drive

off in one piece! It was zero degrees

$50,000 a year, and I was interview-

home thinking, maybe I just need to

out, and the second he put the blow-

ing guys who were 50-something

run my own business. I’ll never find

torch on the Lincoln Continental—

years old, had run factories. I’m

someone to be able to do it. There

boom! The whole windshield just

thinking, wow, this is great.

really wasn’t a model like mine any-

exploded. My right-hand guy turns

I hired the production manager.

where. I’d never heard of anybody

to me and says, “You know, I saw

I tell him what to do and I leave him

who had a production manager run-

him walk by with a blowtorch about

alone, because he’s an expert. What

ning a custom framing business.

20 minutes ago. I wondered where

am I going to tell him? I’m a kid.

Then I hired a consultant. He

he was going with that.” I couldn’t

He’s this production manager guy,

met with me a couple of times, and

make this up.

50-something years old. For a month

he sent me a letter that was so poi-

There are a few lessons here.

or two, this is how it would go. The

gnant. It just said, “Jay, after meeting

One is, when you see someone walk-

first day, I’d say, “Okay, you’ve got to

you and seeing what you’re doing,

ing around with a blowtorch, ask

get 80 pictures done today,” or what-

I’ve figured out what the problem

them where they’re going! The other

ever it was. First day, gets 79 done.

is. You keep hiring production man-

is, when you delegate, sometimes it’s

Next day, 81. Next day, 87. Next day,

agers, and you think you’re hiring

going to get messed up—but the an-

78. Then, fourth or fifth day, they get

CEOs.” I want you to think about

swer is not to do everything yourself.

35 done. I go, what happened? “Well,

what that means. I thought if I hired

That’s my MBA in management.

there were some problems with the

someone who’s 50 years old, who’d

mouldings, there was a problem with

run a factory before, that this per-

LOREN: As you were growing, you

the glass.” I realized this was like the

son’s going to know how to run ev-

started hiring someone to almost

substitute teacher thing in school,

erything. I would just leave them

be a number two to you, to manage

that the employees would get a feel

alone, because with a CEO, you hire

your factory. How did you deal with

for the manager, and as soon as they

them and then they run things.

hiring those people?

thought he was comfortable, boom!

CONTENTS AD INDEX 28 PFM September 2020

I was hiring every reject in the

world, because if they were smart, they wouldn’t be coming to work for a little framing factory for $50,000 a year; they’d be working at Coca-Cola or something. Every one of these people were screw-ups, basically, and burned out. Then, to make matters worse, I didn’t spend enough time training them.

The next time, I hired someone who was in his 20s and had worked in another factory before. It was more money than he was making, so it was a great opportunity for him. Twenty-five years later, Dale, my production manager, is still with me. He’s doing a great job. The lessons were, one, you have to look at how much you’re paying somebody and how old they are. If they’re really competent, they’re going to be paid a lot. You probably have to hire someone younger and groom them in the position. Two, you need to make sure you train someone; it’s not a matter of throwing someone in there and walking away. That was an extremely painful two or three years, but it’s working great now. Right person, right job, right training. Life can be good. For those of you that are still chasing your tail, it’s about hiring, it’s about training, it’s about keeping them around and treating them well.

And it does work. If any of you are frustrated or thinking, “Oh, you can’t find anyone,” that’s just not true.

There are wonderful, hardworking people out there that will help you build your business and will hang around for years, but you have to look for them, you have to pay them, and you have to charge enough for custom framing in order to keep them around. PFM

PART 3 COMING NEXT MONTH. PFM September 2020 29

New For Fall Product Showcase Decor Moulding

Framerica

Introducing Tempo, a beautiful new line of 14 modern polystyrene styles in two widths (1 5/8'' and 2 11/16'') and two rabbet heights of 5/8'' and 1''. Tempo has a double frame profile, which creates a contemporary visual feature. In seven attractive finishes of matte black, matte white, antique silver, antique gold, pewter, coffee bean, and stainless steel. Order corner kit #CS-TEM1 to get the smaller width styles and kit #CS-TEM2 for the larger widths.

Framerica’s Illusions profile is specially designed to appear “stacked,” at a fraction of the cost of multiple mouldings. The innovative design provides endless beautiful options and unprecedented ease of use.

Each of the three available sizes includes identical lines with varying widths (1.25'', 2'' and 3'').

Call: 800-937-1055 www.decormoulding.com

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

Framerica

House of Troy

Framerica’s Dashboard Burl has expanded and is now available in the company’s popular BW275 profile. The classic burl was inspired by the finest automotive interiors, colored to the most useful mid-tone brown.

The BW275 is a traditional scooped design measuring 1 ¼''.

We get it. You don’t want a lamp made by robots. Our craftsmen design and build each lamp by hand—just as one of our representatives. We promise you won’t be charged for an international call. Proudly made in the USA.

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

Call: 800-428-5367 www.houseoftroy.com

Hoffmann Machine Company

Hoffmann Machine Company

The Hoffmann MU3-PD dovetail joining machine is an excellent choice for custom picture framers to join moulding at any angle.

It excels at joining very thin and tall stem moulding which tends to split with traditional joining methods. Different machine models and accessories specifically for custom framers are available.

The full range of professional Quicksilver Miter Saw Tables, manufactured by J.A. Dawley, are now offered online by Hoffmann-USA. Infeed and outfeed tables with solid tops or steel rollers are available in different lengths to meet customers’ needs. Large selection of accessories including digital displays allow customizations.

Call: 866-248-0100 www.hoffmann-usa.com

Call: 866-248-0100 www.hoffmann-usa.com

Jack Richeson & Co.

Michelangelo Moulding

Five Rung Print Rack: portable, knockdown storage! Great for conferences, exhibits at malls or art shows, and great when you have to transport and set up a show by yourself!

Ships UPS and assembly is required. Base width 27'', rack height 32''. MSRP: $160 Your cost: $80.

Michelangelo has added another group of shadowbox mouldings to its expanding collection. The 240 series, a solid 1'' wide, 2'' tall wood, comes in seven woodgrain finishes of extraordinary beauty: walnut, dark walnut, gray walnut, charcoal, off-white, black, and natural. Contact Michelangelo for samples; all mouldings in stock now.

Call: 800-233-2404 www.richesonart.com

CONTENTS

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

AD INDEX

Michelangelo Moulding

Omega Moulding

Filling another space in the widening shadowbox market, Michelangelo has developed a new series in 14 different finishes ranging from barnwood and hand-stained to avant-garde finishes. With a height of 1 5/8'' and a width of 1'', this will be perfect for all your midsize framing projects. This new series joins our growing shadowbox collection. You can send sample requests to sales@ michelangelomoulding.com.

Novo is a collection of four mouldings with a brilliant metal finish in handsome hues of gold, bronze, silver, and pewter. The fine, 3/4'' swan profile is designed to surround framed works with an elegant radiance and tailored edge to complement the composition and colors within the artwork. This balance of scale and luster is ideal for an array of today’s interior design schemes, in addition to working in concord with both neutral and colorful settings.

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

Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com

30 PFM September 2020

PFM Bookstore With real case studies and over 70 images, “Magnetic Mounting Systems for Museums and Cultural Institutions” by Gwen Spicer is a must-have guide for anyone interested in mastering this safe, effective mounting method for artworks of all kinds. www.pictureframingmagazine.com/store

Rhonda Feinman Custom Frames The crisp and clean contrast of matte and burnished 12kt white gold highlight the art and blend with any contemporary decor. These and additional profiles are available with custom black, red, blue, and purple undertones, and of course, 22kt yellow gold.

Rhonda Feinman Custom Frames Just like the glow of autumn skies, the 12kt white gold accents on antique black frames give a luminous highlight to the art. Excellent for both traditional and modern interiors; there is also the more expected 22kt gold option for these and other profiles.

Call: 718-707-3203 www.rhondafeinman.com

Specialty Matboard Introducing Specialty Matboard’s new Western Range. This series includes five colors in a worn leather pattern.

Call: 800-280-6287 www.specialtymatboard.com

Call: 718-707-3203 www.rhondafeinman.com

Ten Plus

Ten Plus

Introducing two traditional frame styles, TP255G and TP-255AG. Both come in gold and antique gold finishes. Sizes available: 8 x 10, 16 x 20, 20 x 24, 24 x 36,and 36 x 48.

Introducing two traditional frame styles, TP255G and TP-255AG. Both come in gold and antique gold finishes. Sizes available: 8 x 10, 16 x 20, 20 x 24, 24 x 36,and 36 x 48.

Call: 562-404-0088 www.tenplusframes.com

Call: 562-404-0088 www.tenplusframes.com

Universal Arquati

Analogue Imaging

Presenting the new Robles Collection by Universal.

This collection showcases a tall universal stem in seven different veneer and open-grain finishes; perfect for a shadowbox or a float and raise final touch. Stock and samples of this are available now!

Please contact your local sales representative or UA by phone or fax (661-362-6263). View these mouldings as well as Universal’s entire collection online.

SMA Versascan with V3D technology, increasing depth of field, and offering perfect reproductions of structured surfaces. The Versascan produces true optical resolutions of up to 600 x 1200 dpi. Digitizations in less than 40 seconds. Flatbed scanners from 25'' x 50'' to 48'' x 100''. Call for a virtual demo!

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

Call: 800-747-2026 www.analogueimaging.com

Bella Moulding

Attach-EZ

Introducing Castelli, a collection from Bella Moulding inspired by the metal crafts and decorative motifs of medieval fortresses. One of four profiles in the line, this textured curve evokes dragon’s scales and battle-worn chainmail. Perfect for Tudor, Gothic, and Medieval revival styles in interior design as well as more modern pieces with either a Game of Thrones or reptilian twist.

Castelli is handmade in Italy. Contact Bella at sales@ bellamoulding.com for more information.

The 401SD Super Deluxe Starter Kit: the kit that’s perfect for framers who do a lot of fabric mounting. The three tools included help when switching from one size fastener to another without having to change needles. The kit contains a 90-minute video that will make it easy to get started mounting jerseys the Attach-EZ way.

Call: 800-527-1521 www.attach-ez.com

Call: 888-248-6545 www.bellamoulding.com

PFM September 2020 31

New For Fall Product Showcase CJ Paste

Craft Inc

Made with the professional picture framer in mind, CJ Paste is perfect for obtaining that closed corner look to almost any frame. Easy to apply, remaining semi-flexible when dry, water based, sandable, and available in a choice of seven colors. Available from distributors or directly from the website below.

The #1425 is a D ring-style hanger with a few very unique features. First it is a flat piece of steel, allowing for a lower profile. It has a hinged upper portion, allowing for easier articulation. These hangers are proudly made in the USA. No minimum orders for these hangers at the website below.

www.cjpaste.com

Call: 800-827-2388 www.craft-inc.com

Delta Picture Frame Co.

Epson

This collection of slim faced floater frames, measuring 1.5'' wide by 2'' tall with a 3/8'' face, has a modern appearance. Available in gold, silver, black, white, and espresso.

To see other recently introduced collections, please visit the new products section of Delta’s website.

The 17'' SureColor P900 touts a 10-channel MicroPiezo AMC printhead with dedicated channels for photo and matte black ink types (no ink switching necessary), UltraChrome PRO10 pigment ink with violet for rich and vibrant colors, and support for advanced black and white mode to create professional photographs from the desktop.

Call: 800-327-5482 www.deltapictureframe.com

Call: 800-463-7766 www.epson.com

Fox Moulding, Inc.

Frametastic! LLC

Stack up your profits with Readymades.

Design your own assortment of readymade and empty frames from the Fox Moulding inventory. Quick turnaround!

Introducing the new hand-crafted, barnwood canvas/ shadowbox frame. Available in all Frametastic’s designer styles (Modern Fresco, Midas Touch, Reimagined Rustic, etc.) as well as the painted Rustic Treasures Collection, this frame is customizable in both width and depth ranging from 1'' to 4''.

Call: 800-341-0101 www.foxmoulding.com

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

CONTENTS AD INDEX

Framing Fabrics

Giò Designs

Fabrimount Fabric Adhesive is a white, hot/cold water-based clear drying adhesive that is excellent for use in mounting fabric to matboard and liners.

It is clean, highly effective, easy to use, and economical. Made in USA, the new formula allows for mounting fabric on all substrates by hand.

Giò Designs’ collection of readymade frames is available in a range of wall frame sizes. Those sizes include 10 x 20, 11 x 14, 12 x 16, 14 x 18, 16 x 20, and 18 x 24. Made from 80-90% recycled material, these environmentally friendly frames are offered in an assortment of different finishes with no minimum order requirements.

Call: 800-832-2742 www.nnigroup.com

Call: 800-674-3344 www.giodesigns.com

Image Conscious

InLine Ovals

Image Conscious has published Coastal Calm by Kasia Bruniany. This print-on-demand image can be resized and printed on multiple substrates: standard paper, cotton rag paper, canvas, acrylic, metal, and wood.

The new Sample Arc Display from InLine Ovals is the best way to sell oval, round, and specialty-shaped frames in a small amount of space. The new set includes 50 Color Cards along with popular profiles and can be used to design unlimited shaped frame options.

Call: 800-532-2333 www.imageconscious.com

32 PFM September 2020

Call: 800-456-1232 www.inlineovals.com

LifeSaver Software

Lineco

Have you wanted to add online framing to your website but just didn’t know where to start or want the exceptionally high expense? LifeSaver introduces online framing as a simple and inexpensive plug in for your existing website! You don’t need to be a LifeSaver customer to take advantage of this offer!

Lineco’s Archival Preservation Kit includes an acid-free, letter size document case that provides easy access to your important documents and photographs while providing protection from dust and light. It includes 12 archival file folders, ten 8.5'' x 11'' photo/art bags, 1 pair of cotton gloves, genuine bone folder, and pH testing pen.

Call: 800-381-0600 www.lifesaversoftware.com

Call: 800-628-1912 www.universityproducts.com

Penny Lane Publishing New wood artwork from Lux + Me Designs!

Contact a sales representative by phone or emailing info@pennylanepublishing.com for more information. All the artwork you see on Penny Lane’s website is also available on canvas and wood products. Select images are also available as large format giclée prints. Stock code: LUX339PUMP. Size: 17'' x 15''. Retail price: $36.

Call: 800-273-5263 www.pennylanepublishing.com

Peterboro Matboards Peterboro is excited to release this new 2020 Matboard Specifier. The real chip specifier includes all Conservation, Whitecore, Blackcore, Conservation Solid Core, and specialty foil product lines. Request your copy online at the web address below.

Call: 866-292-3031 www.peterboromatboards.com

PI Creative Art

Presto Frame & Moulding

“Black Petals Gold Leaves” by PI Creative Art artist Asia Jensen is one of 150 new images released this month. Along with its companion, this square image can be custom sized and printed on a variety of papers, canvases, Dibond, wood, and acrylic.

Aziza was inspired by the pattern of tilapia fish skin.

When applied to the Aziza rounded profile, it mimics the curve of the fish’s body. Aziza is a subtle new pattern taken from nature. 3/4'' width.

Call: 800-363-2787 www.picreativeart.com

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

Rosenstiels

Studio Moulding

Monochromatic art is magic because it creates a distinctive accent yet works well with any color or style you already have, making it an essential part of any collection.

Rosenstiels can bring you a wide range of subjects, including vibrant abstracts, modern masters, contemporary typography, and beautiful botanicals.

Introducing the new Sierra II collection, available in two scooped profiles and five finishes. The exquisite oak veneer finishes are hand-selected to create visual impact and add elegance to any room. The warm wood tones are perfect complements to a wide variety of art.

Call: +44 (0)20 7352 3551 www.rosenstiels.com

Call: 800-262-4174 www.studiomoulding.com

Third & Wall Art Group

Vermont Hardwoods

Presenting “Autumn Trees” by artist Scott Brems, a 46'' x 38'' original acrylic on canvas. Autumn Trees is available for print-ondemand on a variety of substrates, including canvas, paper, acrylic, DiBond, wallcovering, resin box, and wood.

Introducing Hoffmann dovetail routed cross bars fitted directly to the moulding. If you want to strengthen your frame without a full strainer, this may be what you’re looking for. Available in 3/8'', 1/2'', and 11/16'' thicknesses x 2'' wide.

Call: 877-326-3925 www.thirdandwall.com

Call: 888-442-7396 www.vermonthardwoods.com

PFM September 2020 33

Distributor Spotlight

CONTENTS

ClassiďŹ ed

AD INDEX

For sale: profitable custom picture frame shop in beautiful St. Petersburg, FL. Turn-key operation. Located since 2005 in a Home Depot shopping center. Nine years remaining on the lease. Sale includes Lifesaver POS, VacuSeal 4468H drymount, Wizard mat cutter, Universal double miter saw DY-AW 150, Miter Mite VN 144 underpinner, two work stations, delivery van, and all existing stock at time of closing.

Google tyroneframe.com for pics. Gross $200k+. Net $80k+. $95,000.00 SBA eligible. Books and records available to qualified buyer. Contact Saverio Barbarito, realtor, Re/Max Home, 727-439-9249 (direct).

34 PFM September 2020

CROSSWORD CHALLENGE Across

Down

1 Fall fruit

1 Picture depicting a wide horizontal view

5 Autumn leaves' color 8 Corn part

2 They're vital for operating machines 3 Family

10 Type of mounting involving hinges, edge

4 "Cool!"

strips and corner pockets, e.g.- 2 words 13 Responsibility

5 Type of woodworking joint similar to a mortise and tenon

14 Miami's state, abbr.

6 Keats' "To Autumn" for example

15 Gathers a harvest 17 The often interfering result of the reflective

7 Often used in hanging a frame 9 Top grades

properties of glass or plexiglass 19 Include 21 Type of tape that is easy to remove 23 Dawn time

11 Single unit 12 www access, abbr.

14 Provided hors d'oevres at a gallery opening, say

24 Cry of discovery

16 Overlapping ____ design

26 Easily damaged or broken 28 Innovative

18 Soft, straw colored hardwood with a faint straight grain

29 West coast city, abbr.

31 Staple or brad, e.g.

20 Sketches 22 ____ wrapping, stretching the artist's

33 ___ edition print

canvas so it wraps around the side of

35 Aesthetic expression 36 __ plus ultra 37 Cooperative interaction

a wooden frame 25 Shape carved on a tree, often 27 ____ coating: it's used to produce

38 Outside boundaries

a smooth clear coating on canvas 30 High quality and durable paper 31 Scale notes

SEE PAGE 37 FOR THE SOLUTION

32 Old horse 34 ___board, for hanging

PFM Subscriptions Manage your account online!

Whether you’re signing up for the first time or making a change.

http://www.pfmsub.com/Renew Have a question or comment?

Tell PFM what you think.

Mail letters to PFM 330 Mounts Corner Drive # 313 Freehold NJ 07728-2558 Call 732-536-5160, Fax 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com PFM Septmber 2020 35

Index Advertiser

Page

Active Sales ..............................................................................34 800-937-2255

www.activesalesco.com

Alpina Manufacturing, LLC ........................................................34 800-915-2828

www.fastchangeframes.com /www.bannergrip.com

Capax-Frame It ........................................................................16 800-942-2729

www.capax.com

CMI Moulding ...........................................................................34 301-476-7440

www.cmimoulding.com

Advertiser

Page

Jack Richeson & Co. ..................................................................34 800-233-2404

www.richesonart.com

Michelangelo Moulding .............................................................17 877-422-8812

www.michelangelomoulding.com

Omega Moulding Company .......................................7, 21, 28, 37 800-289-6634

www.omegamoulding.com

Decor Moulding & Supply ..................................15, 21, 27, 35, 37

Picture Framing Magazine.....................................................9, 39

800-937-1055

800-969-7176

www.decormoulding.com

Designer Moulding....................................................................29 800-634-0032

www.designermoulding.com

www.pictureframingmagazine.com

Picture Woods Ltd. ....................................................................29

Fixons ......................................................................................34

800-321-6522

714-526-3455

Ten Plus....................................................................................23

www.fixons.com

Foster Planing Mill ....................................................................34 323-759-9156

www.fosterplaningmill.com

888-944-8899

www.picturewoods.com

www.tenplusframes.com

Framerica.......................................... 2, 3, 4, 10, 28, , 34, 37, 40

Tru Vue ....................................................................................11

800-372-6422

800-621-8339

www.framerica.com

FrameTek ...................................................................................6 800-227-9934

www.frametek.com

Gluefast Company ....................................................................34 CONTENTS

800-242-7318

www.gluefast.com

Hoffmann Machine Company ....................................................34

AD INDEX

866-248-0100

36 PFM September 2020

Universal Arquati ........................................................................5 800-668-3627

www.universalarquati.com

Wizard International .................................................................13 888-855-3335

www.wizardint.com

www.hoffmann-usa.com

House of Troy ...........................................................................10 800-428-5367

www.tru-vue.com

www.houseoftroy.com

Ziabicki Import Co. ...................................................................16 262-633-7918

www.ziabicki.com

(Continued from page 38) with stripping down the gold of the frames that previously surrounded their work. Their sense was that the vulgar, bright, and shiny gilded frames didn’t balance their artwork. They began by attempting to refinish the frames that the art dealers had previously selected for selling their paintings. The harsh color of gold didn’t suit the soft (especially red) tones of this new movement. Many diverse techniques were tried. Some started experimenting with hydrochloric acid, for instance. This created a sort of white/gray patina over the frame and allowed some of the bole and gold to remain, just enough (in their view) to

Detail of the remains after the acid treatment.

create a better balance between the painting and its frame.

What type of artwork would this frame most likely house?

What design departures might be seen on some frames of

Impressionist paintings.

this style? The next logical step was for artists to start designing their own frames. Degas created a few frames, which are

Additional comments and/or anecdotes. To illustrate how ded-

still considered very popular. Seurat painted on either basic flat

icated these artists were to what they considered to be the appro-

profiles, or he would even create a framelike element on the

priate presentation of their work, Degas is known to have taken

canvas itself. In the United States, this thought was followed by

back a painting that he had sold to a gentleman who had the nerve

Whistler. Around the 1950s, artists utilizing the decapé finish

to reframe Degas’ artwork in a burnished gilded frame. PFM

became very popular once again, especially when the abstract

“Best of PFM” takes a look back at some of the magazine’s

period had reached its peak and artists tended to use softer

most popular articles on frame history as it celebrates its 30th

tones again.

year in publication. This article appeared in its original format in the May 2006 issue.

Crossword Challenge Puzzle Solution

PFM September 2020 37

Style

BEST OF PFM

SNAPSHOT

By Peter Werkhoven

A look at a frame, its characteristics, and history What style frame is this? Even though there is valid debate concerning this particular style’s attribution, I consider this to be a Louis XIII/Louis XIV transitional flower corner frame. However, the primary focus is

All photos courtesy of Aedicule

in regard to the surface treatment. The particular finish is known as decapé. It came into existence more then 200 years after the frame itself.

Where is it from? France.

What time period is it from? From the birth of the Impressionist movement in France in 1874 continuReproduction Louis XIII-XIV transitional flower frame made by Aedicule Fine Framemaking.

ing until the early 1970s.

Who was instrumental in developing this style frame? At the last quarter of the 19th century, painters once again began to pay more attention to the

This detail shows dozens of colors per square inch.

manner in which their paintings were exhibited and how the frame related to their artwork. This had previously occurred during the Early Italian Renaissance (16th century). An example of this is Jocopo Sansovino’s sculptural frames. It was the French Impressionist artists who were banned from exhibiting their work at the Salon in 1873 who are credited with the origination of this finish. That decision became

CONTENTS

a turning point that started this way of thinking—

What are the defining/common characteristics of

artists participating in the presentation of their own

this style? Before these impressionist painters start-

work. This idea found followers across the continent

ed developing their own types of frames (styles, pro-

and was soon picked up by artists in the United

files, and ornamentation), they first experimented

States as well.

AD INDEX

Peter Werkhoven is the owner of Aedicule Fine Framemaking in San Francisco. Mr. Werkhoven is originally from Amsterdam, the Netherlands, and moved to the U.S. a few years ago. His frames can be found in the Rijksmuseum, the Van Gogh Museum, as well as in the homes of many European collectors. He can be reached at pwerkhoven@comcast.net.

38 PFM September 2020

(Continued on page 37)