Picture Framing Magazine - July 2021

Gesso Recipes & Techniques • GILDING AN OAK FRAME • ATTRACTING CUSTOMERS WITH PINTEREST

Contents

PFM is a member of:

Volu ume 32,, Number 7

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

On the Cover Our July issue has a special focus on the ancient craft of gilding. Articles include a step-by-step design process on gilding an oak frame, an insider's look at popular gesso recipes and application techniques, and PFM's profile of the Society of Gilders.

Photo courtesy of Easy Leaf Products

Features 12 Gilding an Oak Frame 20 Gesso Recipes & Techniques 26 Society of Gilders Shares Wisdom, Builds Community

38

Columns 28 Marketing Methods 38 Design of the Month

12

Departments 8 10 32 34 35 36 37

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

26

20

Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 330 Mounts Corner Dr. #313, Freehold, NJ 07728; phone 732-5365160; 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 © 2021 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office.

Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear.

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

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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

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PFM PUBLISHING, LLC PRE S I D E N T

6 PFM July 2021

Bruce Gherman

FROM THE EDITOR’S DESK

G

This issue celebrates the timeless beauty of gilded frames, and offers expert insight into techniques, recipes, and more.

CONTENTS AD INDEX 8 PFM July 2021

ilding is one of the most beautiful techniques that can be employed in picture framing. In this issue, we take a closer look at gilding from both a technical and aesthetic aspect, and aim to (hopefully) dispel any intimidation you may feel when considering adding hand-gilded frames to your shop’s offerings.

Understanding gesso will help give you a solid foundation upon which to build your gilding skill set.

In his latest article, Barrie Lynn Bryant shares his own recent exploration into alternative whiting recipes and shares his go-to ingredients that have stood the test of time (page 20).

Bryant also speaks with working gilders from around the world about their own formulas and dives into the spraying vs. brushing debate.

The team at Goldleaf Framemakers of Santa Fe recently replicated a unique English frame designed by Dante Gabriel Rossetti circa 1860.

The frame not only features oil-gilded oak, but—as David Horowitz explains—it also has a carved and water-gilded cap (page 12). Horowitz offers valuable insight into his team’s world-renowned frame making work.

Researching the history and methods of gilding, reading books and educational articles on the subject, and practicing in your shop

or studio are all valuable methods for building your skills. Of equal value—or possibly even greater value—are the relationships gilders have formed with one another over the years. The Society of Gilders, a 40-year-old nonprofit organization with members from around the globe, has been instrumental in fostering those relationships.

In this issue, we explore the history of the SOG and hear how becoming part of a worldwide network of gilders has immeasurably benefited members in both their personal lives and in their careers (page 26).

Having a fellow gilder just a phone call away when you have a problem or question—what could be more helpful than that?

There is plenty more to learn about gilding than what we can cover in one issue—or 100. One of the best ways to further your education on this and other framing topics is to take hands-on classes with experts in the field, which will set you up for a lifetime of gaining experience, wisdom, and—perhaps best of all—new clients and projects.

Kimberly Biesiada Editor

INDUSTRY NEWS Louvre Puts Entire Art Collection Online

The Louvre has also launched a new main website in an effort

The world’s most visited museum recently released an online plat-

to showcase more digital content and be more user-friendly. The

form featuring more than 480,000 pieces of artwork.

site can be viewed on tablets, computers, and smartphones, and

With this decision, the Louvre—a Paris landmark known for

is available in French, English, Spanish, and Chinese.

housing the Mona Lisa, among other famed pieces—has enabled

“The Louvre is dusting off its treasures, even the least-known,”

art lovers worldwide to view its extensive collection for free on the

Jean-Luc Martinez, president-director of the Musée du Louvre,

web. The collection includes works from the Louvre and the Musée

said in a recent release. “The Louvre’s stunning cultural heritage is

National Eugène-Dela-

all now just a click away. I am sure that this digital content is going

croix and sculptures

to further inspire people to come to the Louvre to discover the

from the Tuileries and

collections in person.”

Carrousel

gardens.

There are also works Courtyard of the Louvre Museum, with the Pyramid.

Photo credit: Alvesgaspar - Own work, CC BY-SA 3.0 via Wikimedia Commons

from Musées Nationaux

Récupération,

which were recovered after World War II and

entrusted to the Louvre until they can be returned to their owners.

There are several ways to dive into the collections on the site, including simple or advanced searches and themed albums. The site includes an interactive map that allows visitors to explore the museum room by room. The museum plans to grow its database with regular updates from experts.

To visit the new Louvre website, go to www.louvre.fr. The new Louvre collections site can be accessed at collections.louvre.fr.

Framerica’s LaTorre Celebrates Five Years Brenda LaTorre, Framerica’s human resources director, has reached her five-year anniversary with the company.

“Brenda has been a star throughout her tenure,” notes co-founder Gene Eichner. “But never more so than during the height of the global pandemic. She stood tall as a friend, caretaker, and trusted adviser for all Framerica associates. Our company leaned on Brenda and she delivered.” PFM

Brenda LaTorre

CONTENTS

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GILDING OAK: THE VISUAL SPLENDOR OF WOOD GRAIN

O

By David Horowitz il gilding is a simple and beautiful way of empha-

gesso and water-gild a frame. Big pioneers in the oak frame

sizing natural wood grain. Gilded oak panels have a

world include James Whistler and G. F. Watts. The Rossetti

history dating to the mid-nineteenth century; fine

frame we are making here not only has oil-gilded oak, but it

examples appear both in England and America. Gilding oak is also a relatively easy feat to pull off when it comes to mak-

also has a carved and water-gilded cap. Best of both worlds!

ing real gold picture frames. Let me show you how, as our

STEP ONE

team at Goldleaf Framemakers recently replicated a unique

Inspiration: something Rossetti gave us with great volume.

English frame designed by Dante Gabriel Rossetti circa 1860.

The symmetry of the triangular cap, the continuous rope

The mid-nineteenth century in Europe was boom-

around the outside edge, and wonderful butt-jointed simple

ing with incredibly ornate frame designs. Neoclassical,

oak panel is a fabulous combination. After finding a photo of

Neo-gothic, Neo-Louis—everything was a “new” version of

this frame in a book, we had to first extrapolate the profile

periods past. The art form was also reaching new heights in

into 3D. Putting the image into Photoshop, I was able to figure

cost for real hand-carved frames, while simultaneously, the

the width; then, I input it into a CAD program to figure out

machine-carved and cast versions of these frames were wan-

the correct angles for the cap and the bevel on the liner. Once

ing in quality. Out of this need for more affordable, simpler,

we had it as good as it could be, the real work began.

and better-made frames, new techniques were employed. Oil gilding oak was an easy way to have an automatically beau-

STEP TWO

tiful surface without needing the time, or even the skill, to

Milling the basswood cap. This is the portion we will be carv-

CONTENTS AD INDEX After some step-outs knocked away with the shop workhorse, the trusted Delta table saw, a little chisel, hand-plane, and sandpaper get the cap ready to carve.

12 PFM July 2021

We opted to join the panel flat on a table, and we built the rabbet onto it afterwards. Have your clamps ready, and make sure to put something under the butt-joints, or you’ll glue your panel to the table.

ing, gessoing, and water gilding. Since we will be disguising

The carving creates a movement and a rhythm.

the grain with our gesso, we use our standard go-to: bass-

In the world of gold frames, it’s ideal to have matte el-

wood. Basswood has a tight, consistent grain pattern and is

ements and shiny elements, round and hard, organic and

easy to carve.

geometric. This creates a visual balance and harmony within

STEP THREE

the frame as a whole. During the same period with a slightly different approach, James Whistler would oil gild his reeded

Making the butt-jointed oak panel. We purchased the wood

oak frames (matte) and paint designs within the flat panels to

from our local lumber yard, planed it down, and cut a bevel

create a similar balance that way.

on the table saw. In a world of miters, the math for the buttjoints did take a few cross-checks. This was a rewarding task,

STEP FIVE

as true to the original frame, the geometric joinery is high-

Preparing the oak to gild. Sand, sand, sand. This step never

lighted against the natural grain of the oak. This is a classic

makes for an interesting photoshoot, and always takes longer

design element of these English frames. You can find similar

than you’d think. Start with an 80-grit sandpaper to remove

joinery on G. F. Watts frames of the period as well.

any mill marks. Take your time and work your way up to 220.

STEP FOUR

Remember, the gold hides nothing; on the contrary, the shine will bring those scratches to light. Use a clip light at a raking

Carving the geometric “thumb-print” cap. As this is an article

angle to check for cross cuts. If you need to fill any gaps or nail

on gilding oak, I will not dive into carving technique, nor the

holes, use regular Elmer’s wood filler, and make sure you are

gessoing and water gilding process. What I will do is com-

very direct—you don’t want to get any into the wood grain.

ment on why having this portion of the frame is integral to

Once sanded to perfection, we used a red bole for a color

the design overall: having this cap gessoed and water gilded

coat. The color you apply before you gild will tone the gold,

for this Rossetti frame is very important because it creates a

just like different matboards do behind silk when making

perfectly smooth surface that we can burnish to a high shine.

a mat. Whatever you use to tone the wood, or if you leave

CONTENTS AD INDEX Thank you to master artisan Roland Ostheim, whose hands you see in all of these photos.

14 PFM July 2021

Work quickly to get your oil down evenly and pull back the entire surface with dry brush.

hour or four. This refers to the waiting time before optimal tackiness is achieved. These are rough estimates. TheoretiYou have to seal the oak, or the oil will absorb unevenly and create dry spots. The smoother the sealer is, the nicer it will look.

cally, the longer size sits on the surface, the more level it will

it natural, you have to seal it before you oil. We used clear

face—i.e., polished bronze—I will always use 12-hour. When

Bullseye shellac and surfaced that with 0000 oil free Liberon

gilding an oak panel, I find it best to use the quick size. That

steel wool.

way, when you are in the studio, you can oil it up and then

STEP SIX

become, and thus smoother. When I am gilding a slick sur-

keep your eye on it so you don’t miss your gilding window.

For this frame, we used Dux brand quick size, with

Oil size. The size makes your surface tacky, and makes the

about 20% naphtha (to thin to the appropriate viscosity).

gold stick. There are two kinds of oil size: quick or slow, 12-

If you thin with mineral spirits as opposed to naphtha, the

CONTENTS AD INDEX 16 PFM July 2021

Cut your leaf to size. Once it’s down, there’s no going back.

You can use a larger pounce brush to make sure all contact is made.

At this stage, you can do whatever you like. Some artists of the period would paint scenery on the panel using the gilded oak as ground.

gilding window is longer, but it will also take longer before it is ready to gild. Apply with the wet brush, then pull it back with a dry brush. You want to have as little oil on the surface as possible, and you need to work fast enough so it doesn’t start to drag.

STEP SEVEN Gold. How do you know when it’s ready to gild? It doesn’t need much tack. Think in the realm of Miter wax or a grey PFM July 2021 17

little misses, just go in with the Dux and a tiny brush.

STEP EIGHT Seal and patina. We went ahead and burnished the entire cap (the major benefit of water gilding), but for the panel, it was already time for shellac. For this frame, we used a mixture of clear and amber shellac with a little burnt umber pigment. We then applied a casein wash to pick up on the lows in our carve and to show off our wood grain.

Left: Dante Bariel Rossetti. “Mrs. Heaton” 1861. Right: Grace O’Grady “Cow with Red Ribbon” 2021. OGartworks.com

And, voilà: an 1860s English Rossetti frame lives again!

This was a fun replication. Located in the Southwest, we here at Goldleaf Framemakers seem to only get to make an

kneaded eraser. The day we did this frame, it was ready to gild in about three-and-a-half hours after we oiled.

Then, gild it up. Here at Goldleaf, we pull loose leaf gold straight from the book. To learn this technique, find me at the next West Coast Art and Frame Expo in our “Intro to Water Gilding” class. Otherwise, if you’re a pad gilder, that’s fine.

Or you can even use patent leaf, and you can rub it right on the frame without the need for a tip. If you have any tears or misses, hit them quick while the oil is open. Tamp it down gently so there are no bubbles, and then patiently let it dry until tomorrow before you wipe it back. If you find you have

CONTENTS AD INDEX 18 PFM July 2021

English frame about every other year. If you’d like to help us change that, or if you need assistance with any other custom frame replication, I am happy to help. Send your inquiry to goldleafsantafe@gmail.com. PFM

David Horowitz David is the second-generation owner of Goldleaf Framemakers of Santa Fe. For over 30 years, he’s studied the manufacturing of hand-carved, gilded replication picture frames. Trained and well-versed in archival matting, mounting, and framing, he is dedicated to continuing education as an instructor and historian, and always as a pupil. He believes that to run the best wholesale/retail operation, archival means using the best materials possible, and custom frame-making means that anything is possible.

GESSO RECIPES AND TECHNIQUES FROM WORKING GILDERS

By Barrie Lynn Bryant

W

hen I started water gilding in 2005, I made my

fect enough, as it got me through my frame gilding project

own gesso using the ingredients suggested to

quickly and cost-free. I was able to prepare my glue solution

me by my teacher. The three main ingredients

that afternoon and make gesso that evening. I primed the

I used to make it were rabbit skin glue, gilder’s whiting, and

frame with glue that night and then began layering the gesso

distilled water. For the whiting, the teacher said he liked us-

onto my frame first thing the next morning.

ing “French rouge” for his frames, and then jokingly said, “but

The characteristics of Tom’s marble dust were a little dif-

not on my cheeks.”

ferent than the whiting I had

I have been using this type

been using for 15 years on all

of whiting without straying

my other frames. The marble

until recently, when I began

dust felt softer, if not smooth-

questioning why I hadn’t tried

er, to the touch as I rubbed

other products to see how they

the powder between my fin-

would work for me. One day

gers. I wondered if it had been

not too long ago, I was running

ground to a finer micron size.

low on whiting and needed

While brushing it onto the

to get some rather quickly so

frame, I could see that it was

I could gild a picture frame.

slightly more translucent at

I normally order the product

first and that the immediate

that’s manufactured by Omya

bright-white appearance I had

and distributed by various gild-

been used to seeing with my

CONTENTS

ing suppliers, but I was really short on time. I had a hunch that I could source whiting lo-

Picture frames can extend and add to the content of an artwork, as this one does for a pencil drawing ©2020 AB Word. Now in a Central Florida private collection.

cally, so I asked my friend, Tom

Omya gesso took a few layers to achieve. After I had put down five layers of this gesso and it had dried, the surface

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Butler of Flying Eagle Gallery in Thermopolis, WY, if he knew

had more of a glistening sparkle to it than I had seen in pre-

anything about it. He said he had some marble dust (calcium

vious projects.

carbonate) that he’d gotten to use as a mild abrasive and to make sash putty with it.

Would this be easier to smooth out by sanding it the way I always do? Would it be good for my gilding? How would

The whiting Tom scooped from his back room and hand-

this affect the bole layer and the burnish of my gold? And

ed to me looked perfect enough, and it turned out to be per-

the fourth million-dollar question: where did this whiting

20 PFM July 2021

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Calcium carbonate is a plentiful and common ingredient worldwide.

come from? Tom was able to answer that last one; the product was made

by Imasco Minerals, Inc., which is a crushed stone supplier in Surrey, British Columbia, Canada.

I’ve been asking other gilders about their gilding practices, including Lou Martinez, of New Look Picture Frames in St. Petersburg, FL; Sander van Boekel, of Boselie van Boekel in the Netherlands; and Valeria Martin, of Bliss Creative Works in Chicago, IL, who’s also a Society of Gilders member. It turns out that the more gilders I contacted, the more whiting variations I discovered to be in use. I also learned some other interesting details about gilding; I learned that some prefer only to spray on their gesso, while others only brush it onto their frames.

CONTENTS AD INDEX Rasps and files create dust and can leave marks in wood. Clean and smooth anything you don’t want to appear as a blemish in the gilding.

22 PFM July 2021

1. Shape and smooth all wood surfaces of a frame before starting the gilding process.

2. Weigh glue pebbles as accurately as possible for better results. Here I’m combining 26g RSG with 10 fluid oz. of water.

3. Never allow glue solutions to get too warm: 48c (118f) is my limit for melting pebbles and just above blood temperature for sizing and applying gesso.

4. Hide glue (at left) has a warmer gel point than RSG making it ideal for gilders who spray their gesso or work in hot climates.

5. Adding a small amount of whiting to glue size gives a primed frame surface tooth for receiving gesso. Some gilders refer to this mixture as “sizy-white.”

6. Sizing a frame with blood-warm sizy-white prior to applying gesso is generally recommended. Allow glue to dry before applying gesso.

7. I sift my whiting into the warm glue solution when making gesso.

8.I strain my gesso twice after adding whiting to glue, then seal it up and set it aside to use the next day.

9. Warming gesso using a water bath method. I decant from the jar and warm a little at a time in a small metal bowl.

10. I know it’s blood-warm gesso when I can slightly feel warmth on my fingertip.

pa, since they had informed him they

it’s like comparing apples to apples,

would be discontinuing the calcium

though. The new calcium carbonate

carbonate product he has been us-

will be quite similar to the 6-micron

ing. When I called Gulf Coast Chemi-

size product they had been previously

cal to ask about the whiting they had

distributing, which was Imerys’s “Cal-

been providing versus what they will

White.”

be doing in the future, I learned about

Sander van Boekel using the brushing method to apply gesso to a frame. Gesso can also be applied via spraying.

two more companies in the business

BRUSHING FOR EFFECT

of mining and producing calcium

Sander van Boekel said he has experi-

carbonate: Imerys and Reverte. The

mented with spraying picture frames,

representative explained to me that

but that he prefers the completely

SPRAYING GESSO: THE NEW LOOK? If you’re Lou Martinez, you’re spraying your gesso onto every frame you make— especially any frame that you intend to water gild. The number-one reason Lou sprays his frames, he said, is time.

Spraying gesso onto frames speeds up his production, uses less gesso overall, and requires less gesso sanding in order to prepare the surface for finishing with gold leaf or casein paint.

Since I have never sprayed gesso onto my frames, that aspect of Lou’s business strongly appealed to me. I have been brushing my gesso onto my frames in the old-school way, and spending considerable time in doing so.

“You don’t need a big air compressor and expensive sprayer to do this,” Lou said. He instead uses common, inexpensive paint sprayers found at home improvement stores. “I spray six or seven frames at a time, and I only have to put on about three coats of gesso, since it isn’t going to require that much sanding to smooth out and finish because it’s pretty much smooth already,” he said.

“Not to mention, I don’t have to worry as much about pinholes.”

When asked about the “whiting” he uses in his gesso, Lou said he recently bought the remaining stock from his supplier, Gulf Coast Chemical of TamPFM July 2021 23

The glistening look of freshly brushed gesso.

Eline van der Zande learns gesso brushing as a Boselie intern from Sint Lucas school in nearby Boxtel.

my gesso. I’d never used Champagne or Bologna chalk. Where Champagne chalk is natural calcium carbonate

handmade, craftsman look he gets

from France, Bologna chalk is calcium

from using a brush. “I don’t mind

sulphate-carbonate from Italy. China

dealing with a few more pinholes be-

clay is hydrated aluminum silicate

cause it’s more authentic, I think,” he

made from kaolinite, and is named

said. “It’s all about the look.” And in

as such because of being famous his-

some cases, his brushwork becomes

torically for how it has been used in

part of the finish; by his account, it

Jingdezhen, China porcelain. Kaolin-

adds another dimension to the fin-

ite, which is used to produce kaolin

ished frame.

clay, isn’t only mined and produced in

At age 41, Sander has rapidly

China, however.

excelled with his frame making and

Part of Sander’s ability comes

gilding craftsmanship. Although he

from working with the range of origi-

began his working life as a trained

nal old and new European and Amer-

chef, he wandered into a frame shop

ican artwork that he sees coming

one day and decided that he want-

through the front door of his shop.

ed to make picture frames instead.

Another part is by studying and

When I asked him about his gesso

talking with other craftspeople about

recipes, he said jokingly, “I can give

it. “There’s still a market for this kind

you my recipes, but you will not be-

of craftsmanship, and there are not

come a great chef just because you

very many of us over here doing it like

have a good recipe.”

this anymore,” he said.

Sander spoke freely about his

CONTENTS

gesso formulas and procedures because he has a firm belief in keeping his craft alive. “I make my main gesso by combining one part China clay,

AD INDEX

four parts Champagne chalk, and six parts Bologna chalk,” he said. “With this, I get the best of everything.”

I have used China clay for tinting soft pastels when making them for my wife to paint with, but not in 24 PFM July 2021

Gilder’s tools in front of a finished frame.

FROM FRAMES TO HARPS

get back in my frame studio to try

Valeria Martin recently received a

working with new things like Bo-

package from her gilding supplier

logna chalk and spraying on gesso.

containing the whiting their web-

From creative curiosity to potential

site describes as “Florence rouge

time and money savings, there are

from Vermont.” Considering Omya

many reasons to try the products

has three locations in the US, in-

and techniques that are working

cluding one that’s located in Ver-

for fellow gilders around the world.

mont, it could be their product. But

Gild on! PFM

that’s not why she uses it. It’s just simple to get it from the same place

Barrie Lynn Bryant Barrie is a multidisciplinary artist with innovations in frame design, woodworking, gilding, digital imaging, and photography. He began designing and making picture frames for his wife’s artwork in 1995 as a means to save money. When he discovered gilding in 1999, he broke open his piggy bank, spent all of his savings on karat gold leaf, and began gilding frames on his own. Together, he and his wife have won more than 100 awards in juried art shows throughout the US as well as eight grants from Wyoming Arts Council. See Barrie’s work at merglennstudios.com and on Instagram @BarrieLynnBryant.

she gets her other supplies.

Valeria began gilding in 1991 when she was hired to be employed as a gilder for Lyon & Healy harp makers. Valeria’s account of the transition is as follows: “I had been working in picture framing for four years and had been to one of the trade shows they held back then in Chicago. That’s where I saw the earliest 1990 issues of Picture Framing Magazine and got interested in gilding that way. The harp gilding job wanted someone with experience, and I didn’t have any, really, but prepared for the interview by reading articles in PFM. I got hired!”

The gesso formula Valeria was using at Lyon & Healy was one they taught to her so she could spray the gesso onto the instruments.

She doesn’t know exactly what the glue or the “whiting” were, but she knew how to use it based on what the company gilders had been doing before her. When she stopped working for the harp company, she adopted the gesso recipe from the Marty Horowitz and Lou Tilmont’s Introduction to Water Gilding book.

She also started brushing the gesso instead of spraying, as she doesn’t have sufficient space for the equipment needed to spray it on.

Before the subject of whiting becomes tedious, I’m ready to PFM July 2021 25

SOCIETY OF GILDERS

Shares Wisdom, Builds Community

By Kimberly Biesiada

I

n the middle of a New Jersey winter in 1986, a group of

go to for support.”

gilders met at a week-long seminar and decided to keep in

Cavanah, who is a second-generation gilder—her moth-

touch. Almost four decades later, the seed planted at that

er, Lou Reed, founded Reed’s Gold Leaf and also belonged to

first meeting has grown into the Society of Gilders, a nonprof-

the society—said becoming a member has been “invaluable”

it educational organization with hundreds of members from

to her business and to her personal development in the field.

around the world. Though many things have changed since

“The sharing of information has been the best thing, and

the mid-80s, the society’s mission has remained the same: to

it has saved me so many times on big projects,” she said. “It’s

preserve traditional gilding skills and techniques, and to pro-

the biggest value for members—having this base of people

mote the highest standards in the practice of gilding.

you become friends with that you feel comfortable calling up

During the seminar, which was hosted by the Newark

and asking a question any time.”

Museum’s Arts Workshop, attendees exchanged recipes, an-

This open, collaborative atmosphere may seem like an

ecdotes, techniques, and ethical concerns. There was a strong

obvious solution to having professional gilders all over the

desire to extend that week of collaboration once everyone

world who have a desire to learn and connect, but it wasn’t

was back home. “I said, hey, why don’t we start a group, like

always that way—far from it, in fact. As Naomi Lipsky, PhD,

pen pals,” said William Adair, owner of Gold Leaf Studios and

current president of the Society of Gilders, explained, gilding

one of the society’s founding members. Peter Sepp, owner of

was a highly secretive, closed-off craft for hundreds of years.

Sepp Leaf, became the group’s first corporate sponsor. Their first meeting was hosted in Sepp’s offices in New York.

“Historically, gilding secrets were closely protected, and only the master would know how to fix their gesso or size,”

CONTENTS

“I knew I was in trouble when there was a four-hour

Lipsky said. “Gradually, after many, many, many years, the

meeting to discuss the name of the organization,” Adair joked.

apprentice might also learn, but you’d never share secrets

The organization did get a name—originally the Guild

with another shop. Our whole point was to not be like that—

of Gilders, later changed to the Society of Gilders—and soon,

to share everything. Our teachers teach exactly how they do

Adair and colleague Jim Muhle had set up a PO Box and were

things. Unless it’s a patented trade secret, I’ve never known

mailing out the organization’s newsletter, The Gilders Tip. The

anyone to not give honest advice and help when they need it.”

newsletter shared tips and ideas and even answered reader

Recipes are even published in The Gilders Tip, Lipsky add-

questions with a column called “Ask Gilda.”

AD INDEX

Today, The Gilders Tip is a biannual, full-color journal with

ed. “I think it’s strengthened the gilding community and the whole field, because now people know more about it.”

articles on gilding and other subjects. “It’s one of the biggest

Cavanah echoed that sentiment. “Gilders were very pro-

assets for somebody who’s thinking about joining the Soci-

tective of their processes for centuries, even up until the 1960s

ety of Gilders,” said Micki Cavanah, owner of Reed’s Gold Leaf,

and 70s,” she said. “I heard from one gilder who said they used

member of the board of trustees, and current editor of the

to make their apprentice stand in a closet while they made

journal. “It puts information out there about who is doing

up their clay and glues and things like that, so the apprentice

what kind of work, so you have a catalog of contacts you can

wouldn’t steal the formulas!”

26 PFM July 2021

She added that the Society of Gilders is a great place to learn all types of gilding processes; in addition to picture

doesn’t happen overnight—but when you’re part of this kind of community, there are things that come your way.”

frame (wood) gilders, they also have members who specialize

During his tenure, Miller, along with fellow member An-

in glass gilding, architectural gilding, book gilding, and more.

nie LeMarie, helped design another educational pillar of the

In addition to the journal, the society also holds a con-

Society of Gilders: the Museum of the Gilding Arts (MOGA)

ference every two to three years in a chosen US city. There,

in Pontiac, IL. Initially part of the Walldogs Mural Museum,

members and nonmembers alike can take hands-on classes

MOGA expanded after the city of Pontiac gave the society the

from experts in the field (at a discounted rate for members)

entire ground floor of 217 North Mill Street in 2015. The front

and have conversations with colleagues face to face. The next

half of the museum houses exhibits on the methods and ap-

conference is scheduled for Sept. 19-23, 2022, in Asheville, NC,

plications of gilding, with some hands-on demonstrations.

with the possibility of more days being added, Lipsky said.

The back half is a meticulous recreation of the M. Swift and

A highlight of the conferences for many members are

Sons gold beating room. (M. Swift and Sons was a Hartford, CT

the community gilding projects. These projects, which last for

business whose specialty was gold beating and the manufac-

the entire week of a conference, are typically done pro bono

ture of gold leaf products. The Society of Gilders became the

for another nonprofit or civic organization and can involve

owner of the Swift Collection in 2007.)

any kind of gilding work, from new gilding to restoration. The

From The Gilders Tip, conferences, and community gild-

projects are free and open to anyone; attendees are encour-

ing projects to the museum, regional workshops, an online

aged to join when they have free time between classes. There

member directory, and more, everything the Society of Gild-

are expert gilders on hand to supervise, and the cost of mate-

ers offers is rooted in the desire to spread knowledge about

rials is covered by the host organization or donors.

the ancient, beautiful practice of gilding. But as much as the

Examples of past projects include a New Orleans church

organization has helped members grow their businesses, of

in need of restoration following Hurricane Katrina; a dining

equal importance are the personal relationships it has fos-

room ceiling inside a historic mansion in Chicago; and a stat-

tered along the way.

ue of the goddess of electricity at the Marconi Memorial in

“A lot of people’s lives have been changed by belonging

Washington, D.C. New, less experienced members and non-

to this group,” Lipsky said. “They found people who speak

members are particularly encouraged to participate; even

their language. Gilders work pretty independently, and if you

public bystanders are encouraged to try their hand.

approach a lot of them, they’ll say they aren’t joiners; but as

“It’s just such a nice thing,” Lipsky said. “The main pur-

soon as they do join the group, they realize what a fantastic

pose of the projects is for people to be able to come and watch

resource it is and just how nice everybody is. It’s really like my

and learn how to do gilding.”

second family.”

Peter Miller, owner of P.H. Miller Studio and education

Adair, who likened witnessing the growth of the society

chair for the society, was one such newbie when he attended

to “watching a child grow up,” said he has made “a lot of won-

his first community gilding project over two decades ago at

derful associations through it over the years.”

a chapel in Charleston, SC. Learning from seasoned experts while restoring the chapel furthered his love for the craft.

“It’s spawned a lot of craftsmanship,” he added. “And it’s helped save the gilding profession.”

“One of the impressions that I walked away with was,

For more information about membership benefits

here I am, a neophyte gilder, working with other people

and upcoming events, visit the Society of Gilders online at

who’ve been around for a very long time and are very expe-

societyofgilders.org. PFM

rienced in all sorts of applications of the gilding arts,” Miller said. “That was pretty powerful, to be part of that.”

Today, P.H. Miller Studio is known for hand-carved frames and water gilding work. Miller credits his society membership with his success in the gilding aspect of his profession.

“My business grew because of the affiliation with (the Society of Gilders),” he said. “I started off learning how to gild from other members, and eventually introduced it to my clients. Being able to discuss gilding in an educated manner has led to some very fine clients that I have now, some major institutions that I’ve been doing work for. That all takes time—it

Members helped restore the historic, Hurricane Katrina-damaged St. Alphonsus Church in New Orleans during their 2013 conference.

PFM July 2021 27

MARKETING METHODS

By Ginger Hartford, CPF

Attract Customers Using Pinterest: Part 2 User-friendly tools help you get your services out in front of buyers.

‘‘ S

mall and medium businesses in particular have the opportunity to thrive on Pinterest because they connect with

consumers in a positive environment when they are early in their decision-making journey and full of purchase intent.” — Bill Watkins, global head of mid-market and small business sales, Pinterest

As so many small business owners have limited time and resources, it is all about scal-

Pinterest for business is all about reaching

ing your efforts and investment to yield the

consumers when and where they are making

greatest results. In the first part of this two-

decisions. On a visual platform like Pinterest,

part article series, I highlighted some key take-

users are looking to get ideas from brands and

aways from Pinterest’s recent conference (May

influencers to figure out what they might like

2021 issue, p. 12). Here, I will detail how to set

to do or buy next. This age of visual searching

up and optimize your Pinterest business ac-

means your camera can be a powerful market-

count so it works for you like a star employee.

ing and sales tool. use Pinterest; they are learning about what

Making a Pinterest Account that Works for Your Business

they want to see and do with their free time

Creating a Pinterest business account gives

and discretionary income. Remember, today’s

you incredible value for smart advertising,

buyers are all about research and discovery

proven resources, access to data analytics

before they even step inside a store. With an

with insights into your audience demograph-

account that is optimized to work for your

ics, and more. Simply follow the instructions

framing business, you can get your products

at business.pinterest.com/en to get started.

People are in a unique mindset when they

CONTENTS

and services in front of potential customers at

Most importantly, claim your website

the exact time when they are ready to discover

and other social media accounts during set-

what to do with their artwork.

up. This will add your professional brand pro-

AD INDEX

Ginger Hartford is a highly accomplished art and design industry veteran recognized for her executive leadership and expertise in strategic marketing and global business development. Formerly with Larson-Juhl, Ginger founded EurDesign Studio as a sought-after consultant and national speaker about high level marketplace trends and design technology.

28 PFM July 2021

You don’t have to be a marketing expert or a social media lover to take advantage of a platform like Pinterest. Following a few posting guidelines and leaning on design and organization resources will help you create a professional account that brings in business.

file picture to all pins you or others share and enable a clickable link straight to your website from your Pinterest profile. Ideally, you will need to optimize your business profile name and description with keyword-rich search terms that identify how your business best serves your audience. Adding a call to action in your Pinterest profile, like an optin to collect an email address for a freebie art guide, can immediately inspire further discovery and clickthrough to your website. You also benefit from new sales prospects with this list-building technique.

I highly recommend you edit, style, and organize your Pinterest boards professionally so that they look like inspirational “mood boards.” Ensure your content is vibrant, complementary, and relevant to your products and services; consider hiding any unrelated personal boards by setting them to private.

I have found that branding your boards can help your business stand out from the competition. For example, I created several style-focused boards (named “Farm Charm” and “Modern Coastal,” for example) and used my business’s logo as the cover image for each board. Make sure to link the content you post to direct your audience to your website or other social media pages.

Pinterest offers business owners an array of helpful advertising tools, such as Ads Manager, Shopping Solutions, Analytics and Measurement, and more. Pinterest Resources will even connect you to advertising agencies, guides, and educational resources that are appropriate for the PFM July 2021 29

scale and vision of your business.

shop experience with product

Explore the site to learn about all

pins. Product pins are enriched

the

with metadata and formatted to

business-centered

features

available to you.

let people on Pinterest know that they’re shoppable. They contain

Create Pins that Perform

pricing info, availability, product

According to Pinterest, the best

titles, and descriptions. Product

“pins” (the term for a post on Pin-

pins come from two sources: Cat-

terest) are visually compelling,

alogs, which lets you add pins

tell a story, and make people want

to product groups and promote

to learn more. On this visually

them as shopping ads, and Rich

stimulating platform, it is crucial

Pins, which are saved to Pinterest

that all imagery is high-quality.

directly from a product page on a

For best results, it’s recommended

business’s website. Rich Pins can’t

you use vertical or square images

be made into product groups or

at a 2:3 aspect ratio (e.g., 1,000 x

promoted as shopping ads.

1,500 pixels). Other ratios may

If you have set up your busi-

cause your pin to truncate and

ness profile and have created

can negatively impact its perfor-

product pins with Catalogs, you

mance.

can feature your shoppable prod-

I’ve mentioned Canva and other

popular

design

can then simply click into your

tools in previous articles. You’ll

shop to browse your products

find that Canva has thousands

within a featured group, such as

of

wall decor.

ready-to-go

graphic

Pinterest

tem-

plates you can use to upload and

Third-party integration tools

beautifully style your content for

are another way to allow people

eye-catching results. Visit canva.

to shop your products online, and

com to learn more about this us-

these tools are growing continu-

er-friendly design tool.

ously. Pinterest’s integration with

We know video is highly com-

Shopify, a

leading

ecommerce

CONTENTS AD INDEX

pelling to social media users, so

platform, is expanding worldwide,

hook their interest with strong

giving 1.7 million merchants the

and actionable animation. Story

ability to turn products from their

pins are great advertising features

ecommerce store into shoppa-

that act like multi-page canvases

ble pins. Shopify’s Pinterest app,

to share ideas and promote your

which launched last year in the US

brand. Since story pins don’t dis-

and Canada, has gone global due

appear form your page after a cer-

to its success. The app lets mer-

tain amount of time like, say, In-

chants easily upload their prod-

stagram stories, think of them as

uct catalogs and convert prod-

digital brochures for telling your

ucts into pins. Users can then buy

story and growing your audience.

products featured in a merchant’s

Create Pins that are Easily Shoppable Businesses can create a digital 30 PFM July 2021

ucts right on your profile. Users

pins without ever having to leave Pinterest, reducing friction and possible cart abandonment.

Campaign Management

with greater results. Schedule like

Wouldn’t one tool with a single

a pro with a smart calendar rec-

Streamline Your Efforts

by Outsourcing

workflow be the most efficient way

ommendation specific to your Ins-

As Pinterest is such a dynamic mar-

to build your social media market-

tagram or Pinterest accounts. This

keting platform, I would highly rec-

ing efforts? Look for social media

ensures more people will see your

ommend working with a Pinterest

marketing tools that help you opti-

content in their feeds. Pinterest

specialist. There are several subject

mize, schedule, and automate your

advises pinning 10 or more pins

matter experts and approved part-

content all in one place. Tailwind,

per day in order to see results.

ners standing by that can educate

for example, is a comprehensive

Within the Tailwind app is an

you and your team on how to build

social media marketing, manage-

additional feature called Tailwind

out and automate a digital strate-

ment, and monitoring tool that

Tribes,

gy for your business. You can also

helps businesses with cross-plat-

each other’s content on Pinterest

retain

form promotion and integration.

and help grow one another’s ac-

monthly at surprisingly affordable

Essentially, you are able to man-

counts in a form of group power

rates. Think of it as hiring an offsite

age, schedule, and publish all of

marketing. Tribes lets you join up

team member to supplement your

your posts, videos, and stories to

with trusted people in your niche

current marketing efforts. It can

Pinterest, Instagram, and a variety

to share relevant content with

be one of the best investments you

of other social media platforms

their audiences and grow your

make for your business!

consistently and easily. Most tools

own reach. Identify niche Pinter-

allow you to work across devices

est group boards to join that com-

est is a search engine. Consum-

from your desktop computer, mo-

plement your business. Pinterest

ers browse its boards and pins to

bile app, or tablet, so you’ll have

communities are a new social

discover, research, and purchase

instant access to agency-level re-

feature which help build commu-

products

sults no matter where you log on.

nities around a specific topic like

buying at an astronomical rate! A

art, illustrations, home decor, pho-

platform like Pinterest also per-

to

tography, or travel. Bloggers have

fectly complements our industry,

source and schedule imagery from

already tapped into this benefit,

as both are so highly visual.

any website with a handy browser

with some Tribes reaching over

plugin. This means you can recycle

1,000,000 monthly page views!

In terms of content creation, Tailwind

offers

the

ability

where

members

re-pin

their

First

marketing

and

services

foremost, Pinter-

online—and

they

are

I encourage you to use the business resources available to

your top posts or highlight com-

Lastly, measure your success.

you on Pinterest, as well as oth-

plementary imagery as part of your

Deep analytics and insights are

er tools like Canva and Tailwind,

social storytelling, as long as photo

available on most social media

to build a social media presence

credit is sought and permission is

platforms so you can see what’s

and

given. Think about how, year after

working and what’s not. Moving

that really works for your spe-

year, your customers seek to dec-

forward,

digital

cific business. Take advantage of

orate with mirrors, hang gallery

strategy should consider these re-

user-friendly tools, plugins, tem-

walls, and decorate with art for

sources for success. Understand

plates, and available experts to set

seasonal holidays. This is where

and create a Pinterest sales funnel

up high-quality content quickly

Pinterest can support your ever-

to guide browsers to buyers in their

and easily, so you can spend more

green marketing again and again!

path to purchase. For next-level

time doing what you do best—cre-

Identifying tools that have

marketing, some businesses learn

ating one-of-a-kind framing for

intelligent recommendations and

how to make extra potential mon-

your customers! PFM

embedded professional services

ey on Pinterest with affiliate mar-

will help increase your engage-

keting and learn how to create

ment, amplify your reach, save

low-cost promoted pins and begin-

time, and optimize your efforts

ner to advanced campaigns.

your

Pinterest

digital

marketing

strategy

PFM July 2021 31

Product Showcase

Bainbridge

Bella Moulding

Treat your framing designs to the unique elegance of Silkens fabric mats from Bainbridge.

Featuring the sophisticated look and sheen of silk, Silkens provide a palette of 14 colors ranging from classic neutrals to saturated jewel tones. With five 40” x 60” options, the Silken range is designed to meet all your elegant matting needs!

Inspired by the people’s princess and modern style icon, Lady Di, Bella introduces the new Diana collection. The gloss lacquer finish with precise gold accent in seven stately colors and two profiles will add a touch of grace and nobility to any project. View the full collection and request samples online.

Call: 888-293-3956 www.crescentbrands.com/bainbridge

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

Crescent

Decor Moulding

Make a colorful statement with your creative framing designs using Crescent BriteCores, now available in 8-ply and oversized! Featuring deeply pigmented bright color cores with two usable surfaces (white on one side, plus core-matching color). Perfect for framing animation and cartoon art, sports memorabilia, or any brightly colored artwork.

Introducing Ravello, a line of eight slope-topped, contemporary, rustic, metallic finishes that blend different colors to help frame any picture with the right appeal. The ¾” rabbet offers a strong separation from the art, while the sloped top leads one’s eyes to the art. Available from both NY and GA warehouses. Order corner kit #CSRAV to get these styles on your walls today.

Call: 888-293-3956 www.crescentbrands.com/crescent-cardboard

Call: 631-231-5959 www.decormoulding.com

Frametastic! LLC

Michelangelo Moulding

Introducing Baby Blue and Hydrangea, two new colors in the genuine barnwood Rustic Treasures Collection. Available in five widths and as a cap in length, chop, join, and photo frame styles, the company’s color palette now totals 22 choices; 20 painted and 2 natural.

Michelangelo continues expanding their best-selling lineup of beautiful, functional floater styles. The 317 Series has grown from three finishes (black, gold, silver) to seven. Now available: white (22), bronze (11), charcoal (18), and walnut (21). Featuring a 3/8” front face with full 2” tall side wall, the 317 group is now available.

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

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

Nielsen

Nurre Caxton

A true example of form meeting function, the Timberline Collection from Nielsen combines the beauty of wood with the strength and minimalist appeal of aluminum. Timberline provides a contemporary outline ideal for photography, modern art, and oversized images. Available in two finishes and three profiles to create your most cutting-edge framing designs.

The perfect choice for framing summer memories, landscapes, and any art for a sophisticated-casual home decor setting. Available in four profiles, featuring a gently weathered white finish, and hand-crafted by Italian artisans, the Shoreline collection is the ideal choice for today’s design aesthetic.

CONTENTS

Call: 888-293-3956 www.crescentbrands.com/nielsen

Penny Lane Publishing

AD INDEX

New artwork from Cindy Jacobs! Contact a sales representative by phone or emailing info@ pennylanepublishing.com for more information.

All the artwork you see online is also available on canvas and wood products. Select images are also available as large format giclée prints.

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

Call: 888-293-3956 www.crescentbrands.com/nurre-caxton

Sepp Leaf Wax Filler Sticks: Liberon has 16 wood tones to choose from, including ebony, white, and ivory.

This is a hard wax stick to make repairs and fill larger chips and gaps. This wax won’t fall out over time! The wax will move and expand as the frame does with temperature changes. Imported from England by Sepp leaf Products.

Call: 212-219-0770 www.talasonline.com

32 PFM July 2021

Studio Moulding

Superior Moulding

Studio’s Armour collection features four modeled metallic finishes on two gently curved, contemporary profiles. Gunmetal, silver, bronze, and copper give the appearance of subtle hammered distressing, although the two profiles have perfectly smooth surfaces. Please contact your regional sales manager to order samples of this collection.

Superior Moulding has introduced a second profile to its Thames moulding line: a ⅝” wide profile in four misty, metallic finishes with a bead emboss on the outer edge. The transitional style with a delicate embossed bead will enhance either a classic etching or a modern abstract image.

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

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

Tru Vue

Universal Arquati

Help consumers make their glazing decision by demonstrating the features and benefits of Tru Vue Conservation Clear, Museum Glass, and Optium Museum Acrylic. This new specifier tool is designed to help keep Tru Vue choices within your reach and is available now at tru-vue. com/custom-framing/demos-displays.

Universal Arquati is excited to introduce the new Barnwood II Collection! This collection brings two new profiles in three rustic finishes; brown, grey, and white. Sample sets are now available and this collection is in stock now.

Call: 800-621-8339 www.tru-vue.com

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

PFM July 2021 33

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 34 PFM July 2021

CROSSWORD CHALLENGE Across

SEE PAGE 37 FOR THE SOLUTION

Down

1 Adding gold to a picture frame

1 Wear these when applying a metal leaf

5 ____ coating: used to produce a smooth clear surface on a print

to avoid finger prints 2 Flee hastily

8 January, in some dates 10 Technique for adding a gold-mercury

3 Light up 4 Leave

amalgam 11 _____ brush, used to press the leaf

5 Bring back to a former state 6 Family girl, abbr.

into a surface's nooks and crannies 14 Mena's state, abbr.

7 African river 9 Raleigh's state, abbr.

15 Little mischief maker 17 Gilder's ___: used to brush off

12 Sculpture material 13 Thin arch-shaped metal strip used with

excess leaf 18 Type of clay used in water gilding

metal picture frames 16 It's used to apply adhesive to a frame, 2 words

20 Art work 22 The sun in Spanish

19 ____ head screwdriver 21 Emerald color

24 Tide action 25 Label

22 Using an acrylic spray to protect the finished leaf on the frame

26 Precise as measurements 28 Look and ____

23 Restore to good condition 27 Canceled, with "out"

29 Greenish blue 31 The first step prior to adding a gold finish to a frame 33 Adjusting strip of wood 36 Move, as a picture 37 ____ fill: type of cotton canvas or cotton "duck" identified by its approximate weight per square yard

28 30 32 34 35

Brief crazes "Now I see!" $1000 in slang Popular Classic British sports car

PFM July 2021 35

Index Advertiser

Page

Advertiser

Page

3A Composites - EnCore Products ........................................................21

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

800-873-4868

866-248-0100

www.encoreproducts.com

www.hoffmann-usa.com

Alpina Manufacturing, LLC .................................................................34

House of Troy ....................................................................................35

800-915-2828

800-428-5367

www.fastchangeframes.com / www.bannergrip.com

www.houseoftroy.com

Arlo Spacemaker Products, LLC...........................................................29

Jack Richeson & Co. ...........................................................................34

800-332-2756

800-233-2404

www.reevesextruded.com

www.richesonart.com

Artist Supplies & Products...................................................................34

Join Rite ............................................................................................34

262-797-8101

508-454-7477

www.gilderspaste.com

www.joinrite.com

ASF - A Street Frames ........................................................................34

LINC Systems (formerly Active Sales Co.) ............................................34

800-805-7655

800-937-2255

www.astreetframes.com

www.activesalesco.com

CMI Moulding ....................................................................................34

Omega Moulding Company ....................................................10, 11, 37

301-476-7440

800-289-6634

www.cmimoulding.com

www.omegamoulding.com

Connecticut Saw & Tool ......................................................................34

Picture Framing Magazine..................................................................39

203-318-4302

800-969-7176

www.ctsaw.com

www.pictureframingmagazine.com

Crescent Cardboard Co. ........................................................................9

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

800-323-1055

800-321-6522

www.crescentcardboard.com

www.picturewoods.com

Decor Moulding & Supply ...........................................10, 19, 35, 37, 39

Pro Tapes & Specialties.......................................................................18

800-937-1055

800-345-0234

www.decormoulding.com

www.protapes.com

Easy Leaf Products .............................................................................17

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

800-569-5323

800-297-1566

www.easyleafproducts.com

www.rhondafeinman.com

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

Sepp Leaf Products ............................................................................23

714-526-3455

800-971-7377

www.fixons.com

www.seppleaf.com

Foster Planing Mill .............................................................................16

Studio Moulding, Inc. .........................................................................15

323-759-9156

800-262-4174

www.fosterplaningmill.com

www.studiomoulding.com

Frame Specialties ...............................................................................33

Superior Moulding Corp. ....................................................................34

800-777-3165

800-922-7914

www.kooltack.com

www.supermoulding.com / www.zelanto.com

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Framerica............................................................2, 3, 4, 10, 35, 37, 40

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

800-372-6422

800-621-8339

www.framerica.com

www.tru-vue.com

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FrameTek ..........................................................................................30

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

800-227-9934

800-668-3627

www.frametek.com

www.universalarquati.com

Frank’s Fabrics for Framers ................................................................24

W&B Gold Leaf ..................................................................................25

888-332-2749

920-459-8206

www.franksfabrics.com

www.wbgoldleaf.com

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

Wizard International ..........................................................................13

800-242-7318

888-855-3335

36 PFM July 2021

www.gluefast.com

www.wizardint.com

(Continued from page 38)

mounting the frame to a wrapped base.

The base was made by mounting Frank’s Fabrics Countess Light Coffee 14340 to a Crescent Perfect Mount adhesive board that we cut with a beveled edge. We placed a layer of Peterboro 8-ply rag mat board under the Perfect Mount to provide thickness and rigidity so we could put screws with washers through the board and into the frame to secure it in place. This was placed over a strainer so the fabric could be stretched around the structure. The sides of the strainer were lined with sealing tape to keep the fabric from directly touching the raw wood. Finally, the wrapped base was put into a custom 2 ½'' deep UV-filtering ¼'' acrylic display box.

The subtle elements of design that are found in art and nature create beauty. Drawing out the tones, colors, and proportions in this vintage Parisian map was the foundation for this stunning frame design. Our client loved the finished piece and will cherish it in her collection. PFM

Crossword Challenge Puzzle Solution

PFM July 2021 37

DESIGN OF THE MONTH

By Ben Morrison

A ‘Magnifique’ Design for a Parisian Map

O

ur industry gets to design with so many

A longtime client brought in a vintage map of Paris, looking to create a beautiful display that would last a lifetime. The framed map was floated on a fabric base and encased in acrylic for an artifact-like look.

unique mouldings and interesting materials. This keeps us on our toes, as

we continuously create one-of-a-kind treasures for our clients. Our daily work is anything but monotonous, and it is so rewarding to see completed frame designs. The magic really happens when we get a client to think outside the box.

Sometimes “outside the box” can mean literally putting the art in a box, as was the case with this vintage map of Paris. Our client, the second generation in the family to frequent our shop, is a young Francophile. She was gifted this vintage map of Paris and wanted to display it in a way that would make a statement and last a lifetime. The final frame design is a collaboration between us, our client, and her interior designer, Shannon Mock, also a longtime cus-

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tomer. Strong client relationships really matter.

heat-activated foamboard, which is archival and

It is a joy to earn mutual trust and respect, and

reversible. We chose Bella Moulding Moon Jelly-

makes for a fun and creative design process. For

fish Tiny Scallop 520488, from the Abalone col-

a unique look, we framed the piece and then

lection, because it had the perfect frame finish

floated the framing on a rich, warm, gray fab-

and color to match the map’s taupe quadrants.

ric base. We protected it with an acrylic case to

The linear elements on the frame suggested

show it off like a museum artifact.

uneven cobblestones and the angled streets of

To build this look, the map was first dry

Paris. The design was beautiful with just the Bel-

mounted to a Bainbridge ArtCare Restore

la frame, but we decided to set it off more by

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Ben Morrison is the owner of Relics Framemakers & Gallery in Salt Lake City, UT. As a

third-generation picture framer, Ben loves the creative process of his work. He has a bachelor of fine arts degree from the University of Utah. Ben and his wife, Megan, have six children.

38 PFM July 2021

(Continued on page 37)

IN CK K BA OC ST PFM July 2021 39

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