Picture Framing Magazine - January 2021

BIGGEST DESIGN TRENDS FOR 2021 Top 10 Ways to Make More Money Post-Holiday Sales Strategies

Contents

PFM is a member of:

Volume 32, Number 1

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

On the Cover

In this issue, we take a look at what’s trending in the interior design realm and how custom framers can use those trends to better serve their customers.

For the full story, see page 16.

Photo courtesy of Steve McKenzie

Features 16 Home Design Trends for 2021 30 Popular Glues and Tapes

16

Columns 12 Goltz on Business 22 Sales Strategies 46 Design of the Month

22

Departments 8 10 38 42 43 43 44

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

46

30

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.

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

AD INDEX

PFM PUBLISHING, LLC PRE S I D E N T

6 PFM January 2021

Bruce Gherman

FROM THE EDITOR’S DESK

H

Proven sales strategies, new products, and more in our first issue of the year.

CONTENTS AD INDEX 8 PFM January 2021

appy New Year, readers!

Though life is still far from normal in many ways, it still feels nice to turn the page on 2020 and start anew in a fresh year.

In this issue, experts from across the industry share the myriad ways your framing business can not only survive, but thrive through 2021 and beyond. Our feature on current and forecasted interior design trends (page 16) reveals the colors, textures, furniture styles, artwork, and wall decor that are popular with today’s consumers. We explore how the past year has changed the way people think about and use their space, how those needs inform trends, and how trends can help inform retailers when deciding what stock to order and what to showcase on their walls.

On the subject of orders, our New for 2021 Product Showcase (page 38) features dozens of the latest and bestselling materials, tools, and equipment from trusted suppliers. Each product blurb includes the company’s phone number and website for your reference.

Is it even possible to have a great year as a business owner in 2021?

PFM Business Editor Jay Goltz says absolutely. In his latest column (page

12), Goltz reflects on the unique challenges 2020 presented to independent businesses and reveals his top 10 ways to make more money this year.

For many businesses, the weeks following the hustle and bustle of the December holidays can feel like a long exhale. If you’re looking to drum up business this time of year, though, check out the latest column from Jared Davis, MCPF, GCF (page 22). In it, he reveals proven strategies for boosting traffic after the holiday rush— that don’t involve discounting yourself out of business.

Those articles and more await you in this first issue of 2021. The team at PFM is looking forward to another year of business- and design-focused content geared toward the custom framing retailer. As always, we welcome feedback: you can reach me at editor@pfm-group.com to share your questions, comments, and what you’d like to see covered next in your industry publication.

Kimberly Biesiada Editor

INDUSTRY NEWS Major Paint Companies Release Colors of the Year for 2021

warm hue draws from nature

Leading paint companies recently announced their color

serenity. It also works well

palettes for the new year, reflecting a range of cheerful, calm-

with other biophilic elements,

ing, and reminiscent-of-nature shades.

including light-filled spaces The

2021

Ben-

jamin Moore color of

for a feeling of relaxation and

and foliage.”

The BEHR Color Trends

the year is Aegean Teal

2021

2136-40, a comforting,

whopping 21 colors, which

sunbaked hue meant

the company says are aimed

to evoke the feelings

to “elevate your comfort zone.” Hues in the palette include

of comfort that have

soft, subtle, earthy tones like Smoky White BWC-13, Almond

continued to drive inte-

Wisp PPU5-12, and Canyon Dusk S210-4; calm and restor-

rior trends since the start of the coronavirus pandemic in early

ative hues like Dayflower MQ3-54, Jean Jacket Blue S510-4,

2020.

and Royal Orchard PPU11-01; and much more.

BEHR’s 2021 palette includes 21 colors.

Aegean Teal is part of a 21-color palette the company curated for this year; other shades include Gray Cashmere 2138-60, Atrium White OC-145, and Potters Clay 1221. “The

Palette

includes

a Benjamin Moore’s trending colors for ‘21

For more on what’s trending in interior design and how framers can take advantage of those trends, see page 16.

twelve hues in the palette radiate warmth and wellbeing,” the

Framerica’s Milano Reaches 25 Years

company said in a recent release. “These are colors that make

Framerica’s senior sales director Kevin Mila-

your home feel even more like home. Settle in.”

no recently celebrated 25 years with the New

In line with the down-to-earth, tranquil trend, Sher-

York-based moulding manufacturer.

win-Williams’ color of the year is its Urbane Bronze SW 7048.

“Kevin is elite in every way,” says VP Josh

According to the company, “The trend for biophilia continues

Eichner. “I have long said that we consider him

to shape our spaces, proving that nature is never far away.

to be one of the best in the industry, but I must

Urbane Bronze might be a color rooted in nature, but it also

quantify by adding that he may have sold more picture frame

has a unique ability to ground a room through organic appeal.

moulding than any other salesperson—ever! Team Framerica

Whether it’s accentuating window trims or accent walls, this

is lucky to have him.” PFM

CONTENTS AD INDEX 10 PFM January 2021

Kevin Milano

GOLTZ ON BUSINESS

by Jay Goltz

Make 2021 Your Best Year in Business Yet—Yes, it’s Possible Despite recent challenges, many framing retailers are thriving. Here's how.

Baby boomers started to “age out” of framing; TVs started to be hung on walls where art used to be; more framed pictures were being sold in stores; wrapped canvases became more popular; and numerous other factors contributed to

I

’ve been in business for 42 years, so I have navigated through four or five recessions and have lived through the Great

Recession, where anything connected to home sales was hit particularly hard. Now we are facing something resembling The Twilight Zone: business shut down for weeks, people wearing masks and staying home, bailout money from the government. And somehow in the middle of this, some frame shops are not just holding their own; their sales are up.

Now that we are in a new year, many people are not just wondering where we are, but are stressed about where we are going. Will

the shrinking of the industry. That was then.

What about now?

As bizarre and stressful as things have been, I don’t think the custom framing business is going to continue to shrink. I believe we have bottomed out. We already “right-sized” 10 or 20 years ago, and I believe the interest in customizing and beautifying homes is as popular as ever. With that said, the current situation has stressed businesses in new ways that have been extremely challenging, including just staying alive. Some frame shops have decided that they have had enough fun, and it is time to either retire, change professions, or stop fighting a good fight. From what I have seen, there

everything go back to “normal?” Is the picture

is not going to be a huge fallout; partly because

framing industry going through another meta-

the demand for framing might have gone up as

morphosis? Let’s do a quick review. The 1980s

people were trapped at home with extra money

and 1990s: grow, grow, grow. Baby boomers were

not being spent on things like travel. But that

spending money like crazy, and picture fram-

doesn’t mean it has been easy.

CONTENTS

ing had really come into its own. As the 2000s

Thomas Paine famously said, “These are

started, the industry started to evolve—or some

the times that try men’s souls.” I have found

would say dissolve. The 2008 recession result-

that difficult times also try a company’s soul.

ed in a major fallout of picture frame shops.

The soul of a company is a lot of things, includ-

But it was a little deceiving; business dropped

ing the state of your employees, your custom-

off for many reasons beyond the bad economy.

ers, and your suppliers. At some point, many

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."

12 PFM January 2021

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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

people have to ask themselves, “How badly do I want to stay

4.

Some customers want better frames and are willing

in business?” It is a fair question. But for many of us, it is not

to pay for it. I can’t tell you how many times I have heard, “My

a question at all.

customers won’t buy that.” Maybe many customers won’t,

I love framing. I love finding the perfect frame, I love

but many others do, and they are the better customers. The

finding new moulding, I love helping customers take their

better customers go to independent frame shops because

cherished pieces and making them spectacular. And I love

they want better framing. Spectacular framing requires hav-

providing jobs for people who love framing. I know many of

ing a great selection.

you feel the same way. But there is one thing that has always

5.

Selling well-done framing requires knowledge, ex-

been a problem for many in the framing industry: making

perience, and talent! Sticking someone behind the counter

money at it. Over the years, I have heard many people say

who has been trained for two days is a recipe for disaster. My

that they don’t do custom framing for the money. That’s nice

new sales consultants don’t take a customer for a month or

for them, but I don’t think loving what you do should mean

two. Yes, it is expensive to do that, but not as expensive as let-

that you should do it for little money. If you love what you do,

ting them do bad framing. (Are you mad yet? No? Wait until

you should be extraordinarily good at it, and people should

the next one.)

pay you what you deserve. Radical? No, just good business.

6.

There is a diminishing return to the number of cor-

So, if I may, let’s talk business. Running a good business

ner samples you have. Yes, 1,000 is better than 500; but 1,500

means customers are happy, employees are happy, and the

is not necessarily better than 1,200. At some point, it becomes

owner is happy. That’s easier said than done. I have probably

extremely hard to keep track of what has been discontinued

taught about 100 classes at The National Conference over the

or is out of stock. Let’s do some math. If you frame 1,000

years and have talked to hundreds of frame shop owners. In

pieces per year and frequently use the same frames, you are

that time, I believe I have figured out why some people suc-

probably only using 400-500 of the corner samples. Throw

ceed while others struggle.

out what doesn’t sell. Use your newfound wall space to show

Now that things are on their way to getting back to “normal,” it is probably a good time to plan your reboot. Here is my top 10 list for how to make money in this business.

beautiful framing!

7.

The lighting in many stores is very different than

what is in most homes. As a result, when customers get their framing home, it doesn't look the same. These days, most

Top 10 Ways to Make Money in the Framing Business 1.

Location, location, location. Two potential loca-

homes have LEDs. Do you?

8.

Quality matters. When you think you have passed

tion-based problems are that there are not enough customers

something off, you probably haven’t. The customer won’t

who want custom picture framing in your area, or the store

complain, they just won’t come back. That is expensive.

can’t be easily seen. Cheap rent is not necessarily a good thing. A good location is well worth more money.

2.

9.

What the front of your store looks like matters. Do

you have a nice sign? Are your hours clearly displayed on the

Keep your shop clean and tidy. People who want

window? Is there something interesting in the window? Is

beautiful framing usually shop in nice stores. They are leav-

the window clean? Your storefront is a critical way to attract

ing their prized possessions with you. Your lost customers

new customers.

will not say anything to you about the state of your store; they will just leave and not come back.

CONTENTS

3.

10. Have you ever come to The National Conference at the WCAF Expo in Las Vegas? Yes, this year’s show has been

Fight off price fatigue. People complain about pric-

postponed, but it will be back. Professional custom picture

es, so you actually believe that is the number-one priority

framing is an art and a business. The many classes and ven-

for your customer. I’m sure in some cases that is true, but

dors there are a critical component of being better, more

it usually isn’t. Framing isn’t cheap, and no matter what

knowledgeable, and more able to provide the best framing.

AD INDEX

you charge, some people are going to complain. You need to charge enough to make a decent profit. There is no such thing

In conclusion, long live beautiful framing. Framing

as a “fair price” or “not ripping people off.” Get over the price

makes people happy, and we as retailers get to make people

guilt. There is only one kind of price; the appropriate price.

happy by doing what we love. That is a beautiful thing. See

That is the price that reflects your true costs and leaves you

you in Vegas! PFM

with a profit at the end.

14 PFM January 2021

Photos by Anthony Masterson (from left), Christina Wedge, and Steve McKenzie; courtesy of Steve McKenzie

HOME DESIGN TRENDS FOR 2021

By Kimberly Biesiada

S

ince its onset in late 2019, the Covid-19 pandemic has

HERE COMES THE SUN

plunged people around the globe into a world of travel

Working from home became a temporary or indefinite reali-

restrictions, business and school shutdowns, quaran-

ty for many people amid last year’s shutdowns. Beginning in

tines, and lockdowns. Many families have seen major shifts

April, home office design requests were steadily on the rise—

in their daily routine, having to adapt to remote working and

growing 27% year-over-year, according to Modsy’s report. The

virtual classes and getting creative in an absence of outside-

company also reported office furniture sales were three times

the-home entertainment. Unsurprisingly, all this extra time

higher in April 2020 compared to April 2019.

at home and the new ways people are using their spaces had

What do people want in their new work spaces? Sun-

a major impact on design trends for 2020, and continues to

shine, for one. A majority of survey respondents reported

impact forecasted trends for 2021.

that natural lighting and plenty of windows are a top priority

Interior design service Modsy surveyed thousands of peo-

in their home offices. Ergonomic chairs and stylish storage

ple in the design community to compile its 2021 Style Trends

solutions were also hot commodities as people transitioned

Report. According to the report, 69% of those surveyed said

to more permanent setups.

CONTENTS

they engaged in a home redesign project in 2020. That’s ex-

“People are seeking ways to create more serenity and

pected to continue throughout this year as people’s changing

tranquility in their living atmosphere for mental and physi-

lifestyles influence their design decisions; survey respondents

cal well-being,” said Jared Davis, MCPF, GCF, business develop-

named the need for functionality and family entertainment

ment manager for Frames Now Australia. “Natural light and

space, followed by the need for aesthetically pleasing spaces

calming, lighter colors that promote the essence of internal

and those that support productivity, as the most important

peace continue to be popular.”

factors in designing for 2021.

AD INDEX

The demand for living spaces that serve the changing

LIGHTER COLORS AND FINISHES

needs of the household can be seen in today’s top design

In the furniture realm, lighter shades seem to be the choice

trends. From colors and textures to art and furniture styles,

for many home renovators. Modsy named lighter-toned and

here’s what’s hot in home interiors and how framing retailers

whitewashed woods a major trend prediction for 2021 based

can provide the perfect solutions for their customers.

on survey data, with many people finding inspiration from Scandinavian and rustic style philosophies.

16 PFM January 2021

bane Bronze, a color the company said is “rooted in nature….

It also works well with other biophilic elements, including light-filled spaces and foliage.” The BEHR Color Trends 2021 Palette includes a whopping 21 colors, which the company says are aimed to “elevate your comfort zone.” Hues in the palette include soft, subtle, earthy tones like Smoky White, Almond Wisp, and Canyon Dusk; calm and restorative hues like Dayflower, Jean Jacket Blue, and Royal Orchard, to name a few.

Those trends are being reflected in the framing industry as well. “From what we have observed, and through designer consultations, the current trend is leaning toward a lighter shade of gray and walnut, versus the darker shades of charcoal and espresso,” said Charles Galazzo, co-owner of Michelangelo Moulding. “This also applies to gold, which is more popular in paler shades. Natural, wood-tone finishes are still very much in demand.”

Crescent’s Couture collection puts a modern spin on a traditional woven surface. These matboards pair well with nature images.

Earthy tones also grew in popularity last year, and that trend is expected to continue into 2021. Homes & Gardens and HGTV both named the color trend in their lists of top style predictions for this year. The broader design trends of returning to nature and drawing inspiration from natural textures and colors can be seen in today’s popular palettes, which favor warm, comforting choices.

Take a look at leading paint companies’ current palettes, and you will see this trend everywhere: the 2021 Benjamin Moore color of the year is Aegean Teal, a sunbaked hue meant to evoke the feelings of comfort being sought by homeowners since the start of the pandemic. Aegean Teal is part of a 12-color palette the company curated for this year; other shades include Gray Cashmere, Atrium White, and Potters Clay. “The twelve hues in the palette radiate warmth and wellbeing,” the company said on its website. “These are colors that make your home feel even more like home. Settle in.”

BRINGING THE OUTDOORS IN Going hand-in-hand with the trending colors of today is the preference for biophilic, or nature-forward, décor. Natural materials were the number-one most favored style prediction for 2021 among Modsy’s survey respondents, and HGTV named “plenty of plants” (incorporating house plants into home décor) one of its biggest home design trends for this year.

“Bringing elements of nature into your living space adds a tranquil feeling to your home,” said Tom Fuller, vice president of sales and marketing at Crescent. “A simple way to incorporate this trend into your abode is through framed art.

Crescent offers a wide variety of colors as well as hundreds of natural fabrics and textures that, when incorporated into your framed piece, are sure to give off calming and peaceful vibes.”

Davis, of Frames Now Australia, echoed that sentiment.

“The trend toward biophilic design (bringing nature into urban spaces) will help create a feeling of sanctuary,” he said.

Similarly, Sherwin-Williams’ color of the year is its Ur-

CONTENTS AD INDEX Aegean Teal is part of a 12-color palette that “radiate(s) warmth and wellbeing,” according to Benjamin Moore.

18 PFM January 2021

Sherwin Williams’ color pick for 2021, Urbane Bronze, is a rooted-in-nature hue that pairs well with houseplants and natural decor.

“Travel-inspired décor and design will help people reconnect with those places they love, such as Bali-themed zendens or coastal beach-feel bungalows,” Davis said.

For framing retailers, showcasing examples of beautifully framed travel photos, prints, and paintings in your shop or window display can help you capitalize on this trend. Ask your customers if they are undergoing a room or even full home redesign, and talk to them about ways you can help turn their living room, bedroom, office, and more into their own personal mini-getaway where they can rest and recharge safely.

THE 2021 FRAME SHOP Michelangelo Moulding is seeing increased demand for lighter grays and walnut, as well as natural wood finishes.

COMFORT AND JOY The feeling a piece of furniture, art, or other décor evokes is

Although halted travel plans isn’t a positive thing in itself, it can result in boosted bottom lines for retailers as people look to spend that discretionary income they’d otherwise put toward a trip, said Michelangelo’s Galazzo. He is also seeing a push to shop local.

just as important as the purpose it serves. During these un-

“With the very special circumstances of [2020], we feel

certain times, people want to feel safe, relaxed, and comforted

there is a reverse trend in consumer buying that should help

in their living spaces; many want their homes to serve as a

framers; people are encouraged to buy from local vendors

refuge from the harsh realities of the outside world.

rather than from large commercial stores,” he said. “Another

“Comfort is a theme that may see spaces become layered

consideration to keep in mind is that money typically used for

with softer textures and warmer colors,” said Davis. “Rather

travel is being redirected. Framers should absolutely update

than looking for products that just perform a basic function,

their framing wall with trendier products to make a better im-

consumers will be increasingly looking for art and design that

pression on their clients.”

conveys a feeling of luxury, warmth, and peace.”

Framing can help satisfy any number of current design

Another trend that emerged in 2020 and is expected to

trends, from light-colored and natural wood moulding to trav-

continue this year is zen or zen-inspired rooms, which favor

el and nature-inspired artwork, calming abstract pieces, and

natural materials as well as an overall balanced, tranquil de-

more. Whether your client is interested in creating a back-

sign principle. Overlapping somewhat with this is the trend

ground wall worthy of their corporate Zoom calls or wants

toward travel-inspired or themed areas in the home. Travel re-

their space to give them the calm, happy feelings they get on

strictions, combined with the desire to escape the day to day,

vacation, your framing business can help fulfill those needs in

has led to increased demand for rooms to become personal

stylish, modern, and one-of-a-kind ways. PFM

oases that reflect the wanderlust mindset.

CONTENTS AD INDEX 20 PFM January 2021

SALES STRATEGIES

by Jared Davis, MCPF, GCF

Generating Post-Holiday Business Strategic promotions can generate interest without losing profit.

T

he quiet post-holiday period can become a challenge for some businesses as seasonal consumer spending

drops off. With constant overheads and costs coming through, keeping your business busy with a steady stream of work all year round is a vital aspect of lasting success. During slower times, some businesses seek different ways to generate more traffic and sales. Thus, having a sale can be an effective way to recharge your business.

Before we explore this topic further, I acknowledge that there are some business owners who stand against the concept of discounting, as it can devalue the perceived value of custom framing. There is the argument of “you can’t discount labor,” which is true. However, percentage discount sales are not the only strategy for a promotion. Let’s explore a variety of promotional ideas that don’t entirely rely on heavy percentage discounting.

CONTENTS

Benefits of a Sale A well-promoted sale can help increase store traffic and improve cash flow. A sale can also be

an efficient method for converting old, obsolete stock back into cash. Carrying dead stock takes up space and ties up money, so selling this at reduced margins can provide new cash to re-invest into more profitable products. This is why major retailers use perpetual sales such as “end of year clearance” as an essential part of their stock-turning process.

The boost in store traffic from a sale can also generate increased revenue in non-discounted products. A sale can attract new customers and will also help generate awareness for your product or service, bringing it fresh into your customers’ minds.

Psychology of a Sale Sadly, the sincere approach of “We have great everyday prices, so we don’t have sales”

AD INDEX

Jared Davis has 30 years of industry experience and is the business development manager

for Frames Now Australia. Jared has previously worked in roles including business development, strategic marketing and product management for companies such as Larson-Juhl and Gunnar International. In addition to writing for PFM, Jared has traveled extensively as an educator and speaker, teaching framers at many industry shows and seminars around the globe, including The National Conference at the WCAF Expo.

22 PFM January 2021

There are smart ways to have a sale that don’t involve discounting yourself out of business. Here are some proven strategies.

doesn’t always work on every con-

ing business can choose to charge for

sumer. Ultimately, many of today’s

their framing.

consumers are conditioned to prefer

One thing to keep in mind is that

buying when there is a sale going on.

percentage discounts can be ambigu-

Why is this?

ous to consumers who are not readily

The purpose of a sale is to pro-

aware of the price of framing. For ex-

vide consumers an incentive or rea-

ample, “20% off” an unknown figure

son to buy your product. Let’s face it,

can be hard to calculate or place any

everyone loves a bargain! For many

value on. However, a dollar value such

consumers, a discount or “sale” can

as “$20 off” can be more effective, as

be a way to psychologically justify and

this is a hard, definitive value that a

overcome any regret associated with

consumer can instantly quantify—

self-indulgence. There are also many

even on a product where they might

cost-conscious consumers that just

be unfamiliar with the pricing.

don’t like paying full price for any-

When considering a percentage

thing; and virtually all consumers love

discount offer, you don’t have to dis-

to feel like they got a deal. Thus, con-

count everything in a frame, either.

sumers react favorably to sales as be-

For example, you could define the

ing their signal to buy now, as it helps

terms of a discount and offer a 25%

them overcome their guilt associated

discount on premium glazing op-

with spending money.

tions, which only applies to that par-

Black Friday can be ideal opportuni-

ticular aspect of the calculated price

ties to capitalize on increased de-

Percentage Discounts

of the frame. This still sounds great,

mand. These may depend on timing,

The common percentage discount

but reduces the overall impact on

but take your pick and plan ahead.

sale strategy is tried and proven, and

your average sale margin.

Special occasions like Mother’s Day can make great candidates for a promotion.

This example showcases an advterisement for a shop’s percentage discount.

However, you can come up with

there’s nothing wrong with using

You could also soften the blow of

virtually any reason to have a sale. It

this. But as my friend Jay Goltz would

a percentage discount by only apply-

could be a basic new year stock sale,

say, “do the math!” In fact, with any

ing it to merchandise stock, such as

a clearance sale, or a nondescript

strategy that involves some form of

gifts and ready-made frames, which

sidewalk sale. A sale could also mark

discount or giveaway, always take the

may not have any labor costs applied

an anniversary or even a celebration

time to sit down and calculate the im-

to them. For example, giving away a

such as a post-Covid-19 back in busi-

pact your strategy could have on your

$30 ready-made frame is worth $30 in

ness sale. However, keep in mind that

margins first. A loss of margin can be

the eyes of your customer, but actual-

if you make your sale too ambiguous,

a conscious trade-off to an increase

ly costs you a lot less in real value to

it may not have as much impact. It’s

in sales. But the critical question is,

your business.

worth defining your theme and focus.

Discounting isn’t the only strat-

Artis Pura, from Brisbane, Aus-

in additional sales in order to break

egy for a sale. Concepts like two-for-

tralia, periodically has a “Wash House

even on your lost margin? Then ask

one

buy-one-get-one-half-price

Carpark Sale.” Their “wash house” is a

yourself, is this figure realistically

can also be very effective, delivering a

quirky little building out the back of

achievable?

softer impact on your margins.

their shop that used to be a laundry.

how much will you need to achieve

CONTENTS

Some

businesses

have

or

Business owner Erin Salguero

more

AD INDEX

says, “The purpose of our Wash House

sometimes even design their pricing

Choosing Your Sale Strategy

and margins specifically for playing

There are plenty of good times to

tunity to repurpose and recycle old

with a percentage discount strategy.

hold a sale. Seasonal events such as

frames and waste materials. We’re

The good thing is, it’s a free market,

Valentine’s Day, Mother’s Day, Veter-

conscious of sustainability, and like

so there are no rules on what a fram-

ans Day, graduation season, and even

most framing businesses, it doesn’t

margin to play with than others, and

Carpark Sale is to create an oppor-

take much time to accumulate some 24 PFM January 2021

Erin Salguero, owner of Artis Pura, repurposes and recycles old frames and materials with her “wash house sale.”

waste, such as frames cut to the wrong size, old frames from reframing, offcuts of matboard, and other materials.

Our sale creates an opportunity to recycle some of these materials to budget-conscious buyers, artists, and the growing market of eco-conscious con-

CONTENTS AD INDEX 26 PFM January 2021

sumers. In many cases, we will even

when you try to throw 10 tennis balls

just give stuff away as well. Even if we

at me at once, I probably won’t catch

can donate it for free to the right per-

any. When you just throw one at me,

son, it’s better than just adding more

I’m more likely to catch it. This also

trash to our landfill.”

applies to your sale message. If you

Regarding the impact the sale

try offering a variety of different dis-

creates for her business, Salguero ex-

counts and specials across a range of

plains, “Apart from being a handy way

products and concepts, it will be hard

to convert some waste into several

to land anything meaningful.

hundred dollars of cash, it’s a great

When it comes to designing your

opportunity for us to connect with our

promotional campaign, in addition to

customers and community. It gives us

using the word “sale,” one of the most

a chance for a feel-good, face-to-face

powerful words in consumer market-

catchup with many existing and po-

ing is “free.” Use of these power words

tential clients. It’s also rewarding to

can help capture attention and peak

see someone pick up a bargain from

interest with consumers to stop and

our sale, such as an empty frame

think about your business and product.

for an artwork, and then go inside our store and get it ‘up-cycled’ with

Ideas for Sales

a fresh, custom-cut mat and glass,

Here are some ideas and thought-start-

which we don’t discount.”

ers for promotional strategies:

It’s also best to focus on one

• Free Premium Glazing Upgrade

message for your sale. For example,

Sale – Why not try offering a free

glazing upgrade with every sale?

printing, you could incorporate a

For example, anti-reflective glaz-

free print with any custom frame.

ing can be highly desirable to your

• Frame Your Family Sale – Mem-

customers and could help intro-

ories matter! Offer a discount or

duce them to a new standard for

incentive for any family-related

their future framing.

framing, such as holidays, wed-

• Free Frame with Every Frame

dings, and celebrations. This can

Sale – Sounds great, but you could

be great way to incentivize fram-

just give away a free small, ready-

ing those precious family mo-

made frame with every custom

ments.

frame. The free ready-made frame

• The Selfie Frame Sale – If it’s got

could either be excess clearance

a picture of you in it, then we’ll

stock or some old stock of obsolete

give you a deal! The Insta-gen-

moulding that you can cut down

eration have all got their favorite

and convert into giveaway frames.

selfie shots, so come up with a

• Buy One, Get One at Half Price –

promotion around this and create

This is just an alternative twist on

the opportunity to help get those

offering a 25% discount, but com-

images off their phones and onto

bined with an incentive for a higher overall sale value.

their walls.

• Free $20-$50 Gift Voucher with

CONTENTS

• Trade in Your Old Frame Sale

Every Frame – Compared to a per-

– Sometimes consumers want

centage discount, a dollar value

something new around their trea-

gift voucher can be a much softer

sured artworks, but also to feel

way of impacting your margin. A

they’ve gotten some value for their

gift voucher also provides anoth-

old frame purchase. So why not

er opportunity for the customer

offer a form of dollar-off discount

to return to your store again with

(e.g., $20-$50 for your old frame)

something else to frame. Here’s

against their purchase of a new

a tip; if you find this gift vouch-

frame? You could even be flexible

er strategy works on a particular

to allow them to bring in any old

customer, why not let them keep/

frame to receive a discount on a

use the gift voucher again? You’ll

new frame. In this case, it’s just

might find they may still have

providing the right incentive (or

some more things they want to

excuse) to buy that frame now.

get framed. Another framing job

• Free Mat with Every Frame Sale –

is still another framing job, regard-

Sure, you may not be charging for

less whether it the job has come

a matboard, but you will increase

from the same customer or not.

the size of the frame and all other

AD INDEX 28 PFM January 2021

components, which increases the

Promoting Your Sale

value of the sale. This is a handy

Once you’ve come up with your sale

strategy for up-selling ready-made

strategy, you’ll need to get the word out

frames. You can still also charge

there so that customers will come. You

for an extra matboard if you de-

also need to allow some time in ad-

sign with a double mat.

vance to generate sufficient awareness

• Free Print with Every Frame Sale

so that your sales will be worthwhile.

– If you offer digital wide-format

The most common and cost-effective

methods to consider are: • Brochures and Cards – In the weeks leading up to your event, make sure every customer that comes in your store and every frame that leaves your store receives a printed promotional flyer or card advising them of your upcoming sale. Design-your-own websites and apps such as Vista Print or Canva can be quick, useful, and affordable resources for this type of collateral.

• Social Media – Get the word out via your social media network, and don’t be afraid to directly ask your friends and fans to share your news via their networks.

Create an “Event” page for your sale to help gauge some level of attendance and interest.

• Store Signage – Use your windows, use A-frame chalkboards—in fact, use anything within visual reach of any foot traffic so passersby will know about your upcoming sale event in advance.

• EDMs – Email marketing is an effective tool for generating awareness. Don’t be afraid to use it multiple times coming up to your event, as repetition is the key to getting people to remember something.

• Word of Mouth – Talk about it!

Start telling your customers and letting them know.

As a business owner, it can sometimes be easy to get stuck in a rut. However, giving yourself goals such as a sale can help keep you and your team motivated with something to work towards that can generate a positive outcome.

As I previously mentioned, you can come up with just about any reason to have a sale, so long as you’re not having a dreaded closing-down sale! PFM PFM January 2021 29

POPULAR GLUES AND TAPES & HOW TO USE THEM

By James Miller, MCPF, GCF

E

very framing project involves adhesives; usu-

temperatures, most PVA glues have shorter open time,

ally several different kinds for various uses.

set up faster, and dry faster. Conversely, these glues

Some are specialized for particular framing

have longer open time, setup time, and drying time in

purposes, and others are quite common to consumers.

cooler temperatures. If the bottle is left uncapped, it

For any one purpose, more than one type of adhesive

will partially dry and lose bonding strength. Freezing

might be suitable, but some choices are better than

would destroy the chemistry.

others. For the purposes of this article, let us focus on

Most framers use PVA for joining wood frame

some popular glues and tapes not generally used for

miters. The usual procedure is to apply a thin, even

mounting.

coat over one entire surface and clamp securely or

PVA (polyvinyl acetate) glue is an air-drying, wa-

nail during the glue’s open time. Then leave the joined

terborne emulsion, generally available in translucent

corner undisturbed through the setup period, which

white and yellow, and opaque white and black. Pop-

usually is a few minutes. After that, the bond may still

ular brands include Black Magic, CornerWeld, Gorilla

be weak, but the frame can withstand gentle handling

Wood Glue, Maxim Blue (translucent white), Maxim

during the remainder of drying time while the bond

Dove (opaque white), Maxim Raven (opaque black),

strength increases.

and several variations of TiteBond.

PVA glue may be used for several other framing

PVA glue is water-soluble when wet and may be

applications such as bonding fabrics to mats and

softened when dry by soaking. It bonds well to po-

liners, bonding multiple mat layers together, and at-

rous surfaces such as paper and unfinished wood,

taching paper dustcovers. Also, it may be thinned and

and may bond less securely to surfaces considered to

painted on the back of a puzzle to bond the pieces to-

be non-porous, such as painted or stained wood and

gether, similar to the way Puzzle Preserver works.

some plastics, for example.

Acid-free PVA formulations are advised for pres-

CONTENTS

PVA formulations vary among brands, providing

ervation framing applications, but still should not be

different characteristics in their use. Open time is the

applied directly to items of significant value in pres-

period for unrestricted handling of the glued parts, the

ervation framing, because removal, if possible at all,

time it takes to position glued miters in a vice or V-nail

would require invasive procedures.

AD INDEX

the joint. Setup time is the period of initial bonding

Acrylic medium is another waterborne emulsion

when the glued surfaces should remain undisturbed.

designed to condition acrylic paints, but it is a useful

Any movement during setup time could weaken the

framing adhesive. It comes in matte or gloss finish-

bond. Drying time is the period required for the glue

es and liquid or gel consistencies. It is water-soluble

to achieve full bonding strength. Select the glue with

when wet, but unlike the PVA adhesives discussed

characteristics that best fit your needs.

above, it dries as a waterproof plastic coating.

The handling characteristics of PVA glues are af-

Acrylic medium dries completely transparent,

fected by environmental conditions. In warm ambient

but it can be colored using acrylic paints, which may

30 PFM January 2021

Acrylic medium chemistry is

moisture is present.

inert and long-term stable, so it is

In framing, cyanoacrylate glue

suitable for preservation framing

is most often used to join frame mi-

applications not in direct contact

ters for polystyrene mouldings and

with items of value. Another benefit

is well suited for that purpose, but

of acrylic medium is that it can be

it works well for wood frames, too.

used as a heat-activated adhesive.

However, if this type of glue seeps

Paint it on, let it dry, then activate

out of the miter joint, it can mar

it using an iron or place it in a heat-

the frame’s finish. CA glues can be

ed press. This makes it suitable for

used for spacers, fillets, and other

fabric-covered mats and liners and

frame-assembly tasks inside the

for attaching fine-mesh fabric direct contact overlays.

Cyanoacrylate

glue

is

also

known as CA glue and by the brand names Super Glue and Crazy Glue, among others. Its bond results from Framerica’s Corner Weld is a fast-setting glue used to join wood and MDF frames.

reactive

be useful for gluing frame miters.

adhesive comes in a number of con-

The final bonding strength may be

sistencies, from thin liquid to gel,

reduced by color additives, but the

and is best known for quick curing

difference may not be significant.

time, which is faster when more

CONTENTS AD INDEX 32 PFM January 2021

chemistry

with

surface

moisture or humidity. This type of

Fabric glues like Frank’s Fabrics Adhesives are suitable for joining frame corners as well as for use with fabrics.

or humidity. (Polyurethane formu-

etary, of course, but most contain

lations are also available which are

PVA chemistry with additives unlike

reactive to other catalysts, such as

the PVA glues used for joining cor-

heat or light.) Polyurethane glues

ners. Some popular brand names

for framing applications make very

are ATG Turbo by Frame Special-

strong bonds and are hard, rigid,

ties, Fabrimount Framing Adhesive

and waterproof when fully cured.

by Framing Fabrics, Frank’s Fabric

Like

CA

glue,

polyurethane

bonds to most surfaces, but unlike

Adhesive, Gluefast Fabric Adhesive, and Miracle Muck by Raphael’s.

CA glue, it swells and foams to fill gaps as it cures. The foaming action PVA glue, like the products seen here, bonds well to porous surfaces such as paper and unfinished wood.

depends on moisture, so it can be

frame, but be sure to allow complete

many tasks, including joining frame

curing before assembly. Off-gassing

miters, but care is required to wipe

from incompletely cured CA glue

away the glue’s foam before it hard-

could trigger chemical reactions

ens. If the glue’s foam were to hard-

within the closed environment of a

en in contact with a frame’s finish

frame.

or a mat’s top paper, for example, it

Polyurethane glue, such as the

inconsistent. It may be suitable for

would probably be ruined.

Gorilla Glue brand, is another adhe-

Fabric glue is made primari-

sive formulated with reactive chem-

ly for bonding fabrics to mats and

istry activated by surface moisture

liners. The formulations are propri-

CONTENTS AD INDEX 34 PFM January 2021

ATG tape is among the easiest adhesives to use.

Like other PVA adhesives, fab-

attributes make it a very popular

ric glues are waterborne emulsions

framing adhesive, but there are lim-

and water-soluble when wet. Most

itations. Mainly, ATG is suitable only

of them would be suitable for join-

for light-duty bonding applications

ing frame corners as well as for fab-

such as attaching dustcovers and

rics. Fabric glues can be used cold

sticking multiple mat layers togeth-

and wet for all suitable applications.

er. Also, like other pressure-sensi-

When it is to be rolled or brushed

tive adhesives, it works only where

onto a fairly large surface such as a

its bond can be activated by pres-

mat or liner, fabric glue could also

sure.

In addition to installing fillets, this narrow fillet tape is useful for installing dustcovers.

be allowed to dry and then activat-

ATG does not work well under

ed by heat, such as placing a fab-

stress, so it should not be used for

stress over time. Another limitation

ric-covered mat into a heated dry

any application where gravity, side-

of ATG tape is that its residue is

mount press or using a tacking iron

force, pulling force, or impact could

difficult to remove from many sur-

or a heated bag of rice, also known

tend to separate the bonded sur-

faces. For example, when a frame

as a “hot mouse,� to activate the ad-

faces. For example, if it were used

needs to be opened for a repair or

hesive on a fabric-covered liner.

to mount even a very lightweight

upgrade and the paper dustcover

ATG tape is a ribbon of pres-

object such as a DVD to a matboard

needs to be removed and replaced,

sure-sensitive, 100% acrylic adhe-

background, it would be difficult

the ATG residue often is difficult to

sive without a carrier. It is among

to activate the bond with pressure

remove.

the easiest framing adhesives to use

through the rigid surfaces, and the

Fillet tape is a double-sided,

because it is clean, dry, convenient

carrier-less adhesive would tend

pressure-sensitive adhesive intend-

to apply, and bonds instantly. These

to flow and fail under the slightest

ed to bond a fillet to a mat opening

PFM January 2021 35

or a frame lip. It usually comes on

sive bonds well to most porous and

gle-sided, pressure-sensitive tape

a ¼” wide roll. Good quality fillet

nonporous surfaces. Like all pres-

comprised a foil-lined paper ribbon

tapes are usually comprised of a

sure-sensitive adhesives, the bond

available in various widths with

thin-profile polyester ribbon, which

is activated by pressure.

acrylic adhesive on the foil side. This

resists stretching, and a high qual-

Framers Tape is often used for

tape is intended to seal the rabbet of

ity acrylic adhesive on both sides,

non-preservation hinging, and to

a frame to avoid migration of lignin

which bonds securely to most po-

close a framing package prior to fit-

and other contaminants into a pres-

rous and nonporous surfaces.

ting and finishing. That is, tape over

ervation framing package. It can be

In addition to installing fillets,

the perimeter of the glazing by 1/8”

applied directly to the rabbet of the

this narrow tape is useful for in-

to 3/16” to remain unseen under the

frame, and it can be used to seal the

stalling dustcovers, where it usually

frame’s lip. Then fold the tape over

framing package as described above

can be easily removed and replaced

the edges of the mats and mounting

using framers tape.

when the dustcover paper needs to

boards and bond it to the backing

Rabbet-lining tape can be used

be removed and replaced. Fillet tape

board’s perimeter. This taping pro-

to seal the unfinished wood surfac-

is also suitable for applications in-

cedure seals out dust and debris,

es of fillets and other potentially ac-

volving clear polyester film such

which may invade the frame during

id-bearing components in preserva-

as Mylar-D to make encapsulation

fitting and finishing. For example,

tion framing packages. In addition,

mounts as well as for mounting

if the frame is gilded, some bits

it can be applied to the unfinished

coins and medals.

of loose metal leaf could dislodge

wood stretcher bars used for a valu-

Framers tape is a generic term

during fitting of the frame. Also,

able canvas artwork.

for single-sided plastic tape useful

taping the edges of the frame pack-

These glues and tapes may be

for framing applications. Typically

age slows the rate of environmental

among the most popular framing

acid-free, this tape is available from

changes in the package. Another

adhesives, but they represent only a

many framing suppliers in clear or

way to close the framing package is

small sampling of the many choic-

white, on rolls ¾” or 1” wide. Some-

to apply framers tape over the fit-

es available to suit innumerable

times the ribbon is made of poly-

ting points to close the gap between

framing applications. While it may

propylene, which may stretch and

the frame’s back and the final back-

be tempting to buy a large variety

shred, or polyester, which resists

ing board.

of glues and tapes to keep on hand,

stretching and shredding. Its adhe-

CONTENTS AD INDEX ATG Turbo by Frame Specialties, a type of fabric glue 36 PFM January 2021

Rabbet-lining tape is a sin-

remember

that

these

adhesives

ADHESIVE

have a limited shelf life—usually a year or two—and are affected by environmental changes. Keep your adhesive supplies fresh and discard any that seem suspicious.

I have not covered permanent mounting

adhesive

applications

here, but they are very important, because they involve direct application to customers’ property. That is risky, so framers need to understand them thoroughly and use them with confidence, care, and caution.

Dry mounting, wet mounting, and pressure-sensitive adhesives were covered in the November 2019 PFM article, “Adhesives for Permanent Mounting of Paper Items.” PFM

FRAMING APPLICATIONS

GLUES PVA-polyvinyl acetate glue • Drying type, waterborne, water-soluble emulsion • Bonds porous surfaces well • Various open, setup, and drying times among brands

• Joining wood frame miters, fillets, liners, mats and other paperboards, foamboard • Dustcovers • Gluing fabrics

Acrylic medium • Drying type, waterborne emulsion • Waterproof plastic coating when dry • Various consistencies from liquid to heavy gel • Dries completely transparent • Can be colored with acrylic paints • May be brushed on, dried, activated using heat

• Chemically stable, suitable for preservation framing applications • Joining wood frame miters, fillets, liners, mats and other paperboards, foamboard • Dustcovers • Gluing fabrics

Cyanoacrylate glue • Reactive chemistry • Quick bonding • Various liquid and gel consistencies

• Joining wood and plastic frame miters • Bonding various porous and nonporous materials

Polyurethane glue • Reactive chemistry • Foams as it cures, depending on moisture • Very strong bonds on most materials

• Joining wood and plastic frame miters • Bonding various porous and nonporous materials

Fabric glue • Usually modified PVA formulations • Waterborne emulsion, water-soluble • Bonds porous surfaces well • May be brushed on, dried, activated with heat

• Heat-activated for fabric- covering mats, liners • Joining wood frame miters, fillets, liners, mats and other paperboards, foamboard • Dustcovers

TAPES James Miller James founded ARTFRAME, Inc. in 1988. His storefront business, sold in 2015, specialized in protective framing with emphasis on creative framing of three-dimensional objects. In 1990, Miller earned the Certified Picture Framer (CPF) designation, and in 2004, he earned the Master Certified Picture Framer (MCPF) designation. As a member of PPFA’s Certification Board, he helped develop the MCPF program and oversaw a review of the CPF program. As an educator, Miller presents framing courses at educational venues. He is also a longtime writer for Picture Framing Magazine. He has authored two instructional books for framers: Mounting Objects with Clear Film and The Complete Guide to Shadowboxes and Framing Objects.

ATG (Adhesive Transfer Gun) • Acrylic adhesive, pressure-sensitive • 100% adhesive, no carrier • Instant bond • Suitable only for light-duty bonding • Tends to flow & fail under stress • Not easily removed from most surfaces

• Dustcovers • Light-duty bonding of smooth surfaces

Fillet tape • Acrylic adhesive, pressure-sensitive • Usually on ¼” wide roll • Polyester carrier, thin profile • Instant bond

• Install fillets in mats and frames • Dustcovers • Bonds securely to most porous and nonporous surfaces • Clear film applications

Framers Tape • Single-sided plastic tape, clear or white • Usually ¾” or 1” wide • Usually acid-free

• Close a framing package • Cover fitting points and gap between frame and backing board • Non-preservation hinging • Miscellaneous taping

Rabbet-lining tape • Single-sided, foil lined paper tape • Various widths • Stops migration of acid and contaminants

• Seal wood frame rabbet • Seal unfinished wood in preservation framing package, such as a fillet • Seal stretcher bars

PFM January 2021 37

New For 2021 Product Showcase AMCI Regence

Lola is AMCI Regence’s line of decorative, contemporary and traditional, chop and length, hand-finished moulding from Italy, with new collections every quarter. Also, check out AMCI’s custom round, oval, and gold leaf finished corner frames.

Call: 718-937-5858 www.amci-regence.com/frames/lola

Artist Supplies & Products

Picture frames, matboard, faux finishing, metal, and more. Whether a professional framer or a DIYer looking to step up your finishing capabilities or match miter cuts or a complete frame transformation, colorful, durable wax finish with no heat or tacky residue. Endless color palette. Made in the USA. Call: 262-797-8101 www.gilderspaste.com

Bella Moulding

CJ Paste

The Cabaret collection captures the bohemian glamour and luxe textures of the jazz age.

The original, unforgettable, sequin-covered maximalist look is now paired with new options in shimmering metallic vinyl with subtle texture to catch and reflect the light.

Contact Bella at sales@bellamoulding.com for samples and more information.

CJ Paste is a corner and joint finishing paste developed for the picture framing industry.

It is water-based, easy to use, easy to apply, and easy to clean up, it dries, has some flexibility, and can be sanded and painted over.

773-248-7713 www.bellamoulding.com

Email: cjpaste1@gmail.com www.cjpaste.com

Craft Inc

Craft Inc

Craft Inc is pleased to introduce the latest version of the Automatic Hanger Machine.

Increased production rates, simplified controls, and faster change-overs are just some of the features of the new AHM1X.

The SpringLOCK Picture Fixture offers a simple, effective, and secure method of hanging artwork and mirrors to any wall. SpringLOCK offers major advantages over other security picture fixtures on the market. SpringLOCK is manufactured in England and has become a market leader in picture security today.

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

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

Crescent

Decor Moulding & Supply

Crescent BriteCores matboard are now available in dramatic, extra-thick 8-ply and oversize colors. BriteCores is the ultimate matboard for eye-catching color.

Perfect for matting brightly colored prints, concert and movie posters, animation cells, children’s artwork, and more.

Acid-free and lignin-free. Available in 32'' x 40'' and 40'' x 60'' sizes.

Introducing Nantucket, a beautiful new line of six nautical-inspired rustic wood styles available in two widths of 1 5/8'' and 2 1/2'', with a rabbet height of ½''. The eye-catching feature of the collection is the accent rope inlay, which complements the distressed wood tones of rustic white, brown, and gray.

Order corner kit #CS-NAN.

CONTENTS

Call: 888-293-3956 www.crescentcardboard.com

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

AD INDEX

Delta Picture Frame Co.

Epson

Announcing the arrival of Delta’s new brushed gold finishes. Available in a 1 ¼'' W x 1 3/16'' H cube profile, as well as 2 7/8'', 2'', and 1 1/16'' wide flat profiles. For samples and pricing, please speak with your local sales representative or call the office.

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

38 PFM January 2021

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

Fotiou

Fox Moulding

Introducing a new spin on the Millennial collection by Fotiou. The popular collection now features a new, timeless, ornate profile with the same florescent colors that customers love.

Perfect as a liner to enhance your art or as a stand-alone frame to create that exciting accent in your décor.

The new Greek Key pattern is a 3/4'' wide moulding with a 7/16'' rabbet. Fox Moulding has taken an old-world design and given it a clean, modern flair. Made in Italy.

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

Call: 800-668-8420 www.fotiou.com

Framerica

Frametastic! LLC

Framerica’s Black Brushed, a wirebrushed black metallic, has been relaunched with an even more detailed finish and greater durability. “This is the evolution of one of our most sought after finishes,” notes VP Josh Eichner.

Frametastic’s handcrafted Color Dipped lends a contemporary look to artwork and photos, combining natural basswood with one of five painted colors: Bright White, Deep Black, Dove Grey, Navy Blue, and Reddish Orange. Featuring a smart, 13/16'' wide angled profile, Color Dipped is available both as moulding (length, chop, and join) and photo frames.

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

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

Giò Designs

Hoffmann Machine Company

Giò Designs offers a collection of 10'' x 20'' triptych wall frames featuring a removable mat with three 5'' x 7'' openings. These ready-made collage frames are available in two different profiles and seven finishes: Brown Pine, Ebonized Walnut, Grey Oak, Tan Oak, Antique Gold, Dark Bronze, and Silver and Black.

New artwork from Cindy Jacobs! Contact a sales representative by phone or emailing info@pennylanepublishing.com for more information. All the artwork you see on the website is also available on canvas and wood products. Select images are also available as large format giclée prints. Contact a sales representative for more information and to place an order today.

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

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

Image Conscious

LifeSaver Software

Lotus No. 1 from Image Conscious is an image by newly signed artist Suzanne Nicoll. This image, among many others from the artist, is available as print on demand on paper, canvas, cotton rag paper, acrylic, metal, and wood. Licensing opportunities are available.

Are you prepared for another possible shutdown? Add framing to your existing website, so you do not miss an order. LifeSaver introduces online framing as a simple and inexpensive plug in for your existing website!

You do not need to be a LifeSaver customer to take advantage of this offer!

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

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

Lineco

Michelangelo Moulding

Lineco Frame PVA Adhesive is designed for adhering wood or medium-density fiberboard (MDF) frame molding. This high-density wood glue dries quickly. This permanent PVA adhesive can be also used for other art and craft applications, such as gluing wood, board and paper, with excellent lay flat properties.

In 2021, Michelangelo is adding a new, distinctive line of four, metallic-embellished, washed and distressed finishes. The collection is available in a variegated bronze, gold, dark silver, and light, delicate silver and each moulding measures 7/8'' by 1 3/8''. The mouldings have a gilded-like side treatment, which coordinates with each forward-facing plane.

Call: 800-322-7775 www.lineco.com

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

PFM January 2021 39

New For 2021 Product Showcase Michelangelo Moulding

Penny Lane Publishing

Several notable floater profiles were introduced at the 2020 WCAF Expo. The 360 series, available in seven colors, stands out due to the delicate, ethereal quality of each finish.

New artwork from Marla Rae! Contact a sales representative by phone or emailing info@pennylanepublishing.com for more information. All the artwork seen online is also available on canvas and wood products. Select images are also available as large format giclée prints.

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

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

PI Creative Art

Picture Woods

Flower Power II (JN487-A) by Asia Jensen is new P.O.D image published by PI Creative Art. Custom sizing now available on quality paper(s), canvas, acrylic, or metal.

This series is one of over 23,000 images offered to the trade.

Poplar strainers offer the perfect blend of form and function. Molded to Picture Woods’ exacting standards, these strainers are both easy to use and strong enough to support any fine hardwood mouldings, even the slender and coy 538 profile. Available as length, chop, and join; attaching them is a breeze with the option to pre-drill using the Kreg pocket hole system.

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

Call: 800-321-6522 www.picturewoods.com

Rosenstiels

Rustic Creations

Introducing a fresh selection of figurative illustrations by artist and designer Joëlle Wehkamp.

With playful brushwork, Wehkamp teams vivid patterns and enticing color combinations to bring each figurative to life. Creative and colorful, her work will brighten up any space.

Introducing Rustic Creations’ newest Barnwood Moulding design for 2021! 1'' wide white or black barnwood frame with a natural inside cap.

ASF-W (Angela’s Special Frame - WHITE) and ASF-B (Angela’s Special Frame - BLACK). A minimal, rustic style; not too overwhelming for today’s artwork. Call for free samples.

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

Call: 800-410-3200 www.rustic-creations.com

Specialty Matboard

Studio Moulding

Timber Series: this series is comprised of 11 items in a range of pale grays to soft browns.

The pattern is textural and organic with an element of wood and fiber.

Are you interested in designing with fillets?

Studio Moulding is pleased to introduce Liso fillets in six modern metallic finishes to enhance your framing options. We invite you to review the entire collection of fillets online.

Contact your sales representative or Studio Moulding to place a sample order today.

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

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

CONTENTS

Studio Moulding

SunDance Graphics

AD INDEX

Studio Moulding broadens the Sierra Collection to include two of the most popular profiles in all five hand-stained finishes. The warmth of Sierra makes this collection an ideal resource for a wide variety of art. Please contact your sales representative or Studio Moulding to place a sample order today.

SunDance Graphics is looking forward to a hopeful and promising 2021 and thankful for the opportunity to meet with clients virtually.

The team is excited to share new imagery and present new upcoming artists. Among them is Lucca Sheppard, who brings his inspiration from the ocean and wildlife and transforms it into original artwork.

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

40 PFM January 2021

Call: 407-240-1091 www.sdgraphics.com

Third & Wall Art Group

Tru Vue

“Boats” is a 36'' x 36'' acrylic painting

by BethAnn Lawson, available for print on demand from Third & Wall Art Group.

Optium Museum Acrylic is now available in smaller, single-sheet sizes, making it easier for you to offer the best glazing for any project. Suggested retail pricing is available, and product is stocked coast to coast. Request a sample kit, find a distributor, and get complete details at tru-vue.com/optium.

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

Call: 800-282-8788 www.tru-vue.com

Tru Vue

Universal Arquati

Museum Glass is unmatched with its amazing clarity and uncompromised 99% UV protection for those wanting only the best.

This premier glass product is optically coated for a smooth, durable finish, making it easier to clean and enhancing the entire viewing experience. A perfect option for all works of art! Learn more at tru-vue.com/solution/ museum-glass.

Introducing a new size to the successful gesso-free line, ¾'' x ¾'' Italian Prime! This Italian-made moulding new profile features open grain, high gloss, and matte finishes in a variety of colors. This profile is economical, gesso-free, and great for many uses with small pictures, inner frames, and photography. This product is now in stock! Please contact your local sales representative to get a sample set.

Call: 800-282-8788 www.tru-vue.com

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

PFM January 2021 41

Distributor Spotlight

Quality Saw & Knife is now part of Connecticut Saw & Tool. Contact us for all your picture framing saw blade and sharpening needs. www.ctsaw.com info@ctsaw.com

800-404-1220

CONTENTS AD INDEX 42 PFM January 2021

CROSSWORD CHALLENGE Across

Down

1 Protective ____ : frame protection items

1 Type of tape that is coated with an acid

5 Type of frame where no glass is used 8 Some time back

free water-based acrylic adhesive system 2 Numbered hwy.

9 Company that produces frame molding, mat and foam board

3 Type of hardware that transforms a wall hanging frame into a tabletop frame,

10 ___ cellulose: pure cellulose extracted from wood pulp

2 words 4 Term used to describe the bundle or

12 Poorly lit 13 Wood that is resistant to decay and often used for archival picture framing 14 ___-74 resin, providing a clear, protective

contents of a picture frame, when stacked together 5 Board used for backing, 2 words 6 Counter

high gloss cover 16 Nearing depletion

7 Good choice of wood for archival framing 11 Fedora, for example

17 Plaster mold 18 Newport's state

15 Top of a clock dial 19 Word used to show that prints of an

20 Expansive view in many landscape paintings 23 Internal material of an object

original work are numbered and will not be reproduced after a certain number

25 Strike 26 Color

21 Textured layered look on a frame 22 Metal container

27 28 30 33 36 37 38 39

24 27 29 31 32 34 35

Metric measurement of paper density, abbr.

Spin or twist together Aspect Work together as a team to achieve results Paul ___, Swiss artist Exists Conclusion Museum glass has a special anti-____ coating

Away from the office Digital fine art print Workbench adjunct Alaska, abbr.

Poet's period after dusk, abbr.

Zero Consume

Crossword Challenge Puzzle Solution

Have a question or comment?

Tell PFM what you think.

Mail letters to PFM 330 Mounts Corner Drive # 313, Freehold NJ 07728Call 732-536-5160, Fax 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com PFM January 2021 43

Index Advertiser

Page

Advertiser

Page

3A Composites USA ............................................................................31

Hoffmann Machine Company .............................................................42

704-818-1456

866-248-0100

www.encoreproducts.com

www.hoffmann-usa.com

Active Sales .................................................................................27, 42

House of Troy ....................................................................................41

800-937-2255

800-428-5367

www.activesalesco.com

Alpina Manufacturing, LLC .................................................................42 800-915-2828

www.fastchangeframes.com /www.bannergrip.com

Arlo Spacemaker Products, LLC...........................................................29 800-332-2756

www.reevesextruded.com

Artist Supplies & Products...................................................................42 262-797-8101

www.gilderspaste.com

ASF - A Street Frames ........................................................................42 800-805-7655

www.astreetframes.com

Bella Moulding ..................................................................................25 888-248-6545

bellamoulding.com

CMI Moulding ....................................................................................42 301-476-7440

www.cmimoulding.com

www.houseoftroy.com

Jack Richeson & Co. .....................................................................26, 42 800-233-2404

www.richesonart.com

Join Rite ............................................................................................42 508-454-7477

www.joinrite.com

Michelangelo Moulding ......................................................................19 877-422-8812

www.michelangelomoulding.com

Omega Moulding Company ................................................................11 800-289-6634

www.omegamoulding.com

Picture Framing Magazine..................................................................13 800-969-7176

www.pictureframingmagazine.com

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

Connecticut Saw & Tool ......................................................................42

800-321-6522

203-318-4302

Pro Tapes & Specialties.......................................................................32

www.ctsaw.com

www.picturewoods.com

Craft Inc. ...........................................................................................36

800-345-0234

800-827-2388

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

www.craft-inc.com

www.protapes.com

Crescent Cardboard Co. ......................................................................15

800-297-1566

800-323-1055

Sepp Leaf Products ............................................................................45

www.crescentcardboard.com

Decor Moulding & Supply ................................ 20, 21, 35, 37, 41, Insert 800-937-1055

www.decormoulding.com

Fixons ...............................................................................................42 714-526-3455

www.fixons.com

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

www.fosterplaningmill.com

Frame Specialties ...............................................................................10 CONTENTS

800-777-3165

www.kooltack.com

Framerica................................................2, 3, 4, 20, 37, 41, 43, 45, 48 800-372-6422

www.framerica.com

AD INDEX

FrameTek ..........................................................................................45 800-227-9934

www.frametek.com

800-971-7377

www.rhondafeinman.com

www.seppleaf.com

Studio Moulding, Inc. .........................................................................17 800-262-4174

www.studiomoulding.com

Superior Moulding Corp. ....................................................................42 800-922-7914

www.supermoulding.com/www.zelanto.com

Ten Plus.............................................................................................23 888-944-8899

www.tenplusframes.com

Tru Vue ...............................................................................................7 800-621-8339

www.tru-vue.com

Universal Arquati ...........................................................................5, 33 800-668-3627

www.universalarquati.com

Frank’s Fabrics for Framers ................................................................28

Wall Moulding ...................................................................................47

888-332-2749

800-880-8315

www.franksfabrics.com

www.wallmoulding.com

Gluefast Company .............................................................................42

Wizard International ............................................................................9

800-242-7318

888-855-3335

44 PFM January 2021

www.gluefast.com

www.wizardint.com

(Continued from page 46)

string to nestle safely along the distort-

pack. When assembled, the depth of

ed octagonal opening. Then additional

the project measured just under 1� with

mats were cut to echo the shape and

the pack measuring close to the same.

floated to give the sensation of accel-

Tru Vue Museum Glass was added to

eration.

the frame and after nailing and lining

Our basic layer pattern was glass,

the back with black tape, everything lay

mat, foamcore, mat. Extra space was

flush. Success! By sticking with a sim-

needed between the mats holding the

ple color scheme, unique design, and

lights to accommodate the excess cord

deep frame, we were able to include a

and between the backing and back of

range of elements, both aesthetic and

the frame to give room for the battery

practical. PFM

PFM January 2021 45

DESIGN OF THE MONTH

By Meg Glasgow

Foo Fighters Poster Gets Star Treatment

T

his concert poster came to us from fans who wanted to add it to their growing collection. Our goal was to create some-

thing special for them, without the design becoming overwhelming.

After a few Google Image searches, we discovered photos from the 1982 science fiction movie “Tron,” with its distorted, octagonal tunnels, and knew this design idea could work. The key to success of using strong design elements is that they serve to highlight the art instead of distracting from it. Following that principle, we chose a simple two-color scheme of black and blue to make the red graphics in the poster stand out even more.

To create the tunnel perspective, we plugged the outside and opening dimensions into Wizard’s Frameshop program, then drew out the irregular shapes on just one side of the mat. To repeat them exactly, we then copied, pasted, and inverted the shapes to the other side. The design was built to fit,

wire on Amazon for under $10.

Our LEDs came with a small AA battery pack that we wanted to hide, but still have easy access to. In past projects, we have used tape or brackets to hold the battery pack in place. While both options offered security, we normally did not have enough space to hide the pack behind the frame, instead securing it to the side or bottom of the frame. To avoid the unsightly black box, we had to pick the right frame. A simple black-cap shadowbox moulding we’ve used many times became our pick for this project. Its 2” depth was enough space to accommodate the multiple mat layers.

so when it came time to finally cut the mat, most

We repeated the use of a black mat for all

of our proportions fit perfectly. (There was a bit of

shapes and openings, acid-free foamcore sup-

finagling at the end of assembly; the reverse bevels

ports, and 3M’s 969 ATG with a bit of wood glue.

had modified the cut size slightly. Shrinking down

CONTENTS

the completed design by about 1/8 did the trick.)

After successfully cutting our black mats, next came the mounting. Each layer is floated,

A small neon wire of LED lights offered a sub-

barring the bottom two, which lay flush with the

tle-but-continuous stream of light and served as

poster. The lights are sandwiched between two

the anchor of our futuristic design. We found the 9’

mats, each cut with a 45° bevel to allow the LED

AD INDEX

Meg Glasgow, owner of Finer Frames in Eagle, ID, 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.

46 PFM January 2021

(Continued on page 45)

The colors in this Foo Fighters poster pop with the help of a blue inner mat and a black outer mat featuring geometric cuts that draw the viewer’s eye inward. LEDs along the mat edge add interest.