DESIGNING WITH FLOAT FRAMES MOUNTING 3-D OBJECTS SUPPLY DISRUPTIONS IMPACT THE INDUSTRY
Contents
PFM is a member of:
Volume 32, Number 5
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover Float frames are a great option for modern art, works on canvas, and more. With profiles ranging from bold colors to classic neutrals (like Framerica's Gallery White, shown here), floaters are used by many framers as a building block for successful designs. For the full story, see page 36. Photo courtesy of Framerica
Features 18 22 30 36
Supply Shortages & Delays Impact Industry Decorative Mounting for a Sword Object Mounting Solutions with Magnets Float Frames: A Versatile Design Option
46
Columns 12 Marketing Methods 24 Sales Strategies 46 Design of the Month
22
Departments 8 10 40 42 43 44 45
Editor’s Note Industry News Product Showcase Distributor Spotlight Crossword Puzzle Index of Advertisers Crossword Solution
36
30
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.
PFM Publishing
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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 Brian Wolf, CPF • John E. Ranes II, CPF, GCF • Tim Franer, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF • Paul MacFarland, MCPF, GCF James Miller, MCPF, GCF • David Lantrip, MCPF, GCF
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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
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CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
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AD INDEX
PFM PUBLISHING, LLC PRE S I D E N T
6 PFM May 2021
Bruce Gherman
FROM THE EDITOR’S DESK
O
Industry experts cover 3-D object mounting, designing with float frames, and more. We also break down the ongoing global supply chain issues spurred by the pandemic. CONTENTS AD INDEX 8 PFM May2021
bject framing showcases the true expertise of a professional custom framer. It often presents the most unique challenges—and brings out the most creative solutions. In our May issue, we offer several articles with a special focus on savvy shadowbox solutions to help framers hone their technical skills and broaden their design horizons. Looking for an alternative mounting solution because of an item’s heat intolerance, emotional value, or overall size and/or weight? Learn how to use a system of highly powered magnets as a safe method for mounting a range of three-dimensional objects in the latest article from Meghan MacMillan, MCPF (page 30). In his latest article, James Miller, MCPF, showcases a shadowbox project for a collection of Masonic objects, including an eye-catching sword and its hilt. To fit the sword into the design, it was mounted in a recessed cove mat—an undertaking that involved a custom mat design and special cuts to the mat and foamboard. I hope you will be inspired by this decorative mounting method (page 22). May’s Design of the Month column highlights a collection of framed objects, too, from Finer Frames’ Meg
Glasgow (page 46). Meg’s shadowbox, designed to house memorabilia straight from the Scottish Highlands, features a tartan mat, custom-built leather frame, and other details that evoke the spirit of the region. This issue also has a focus on float frames, with a specialized Float Frame Product Showcase highlighting what’s new and hot in float profiles and readymades from leading suppliers (page 40). And the latest article from David Lantrip, MCPF, explores how to use these versatile products in a range of designs, from modern and abstract art to works on canvas and more (page 36). In addition to these articles— and excellent new Marketing and Sales columns—this issue also examines the ongoing supply chain problems being faced by manufacturers and distributors worldwide due to COVID-19. Our story delves into the chain reaction that has led to the material shortages and shipping delays we see today, and includes insightful conversations with some of the framing industry’s leading suppliers. For the full story, see page 18.
Kimberly Biesiada Editor
INDUSTRY NEWS Loan Program Deadline Extended to May 31
the size of four NBA-regulation basketball courts. Jafri created
A bill introduced March 11 in the US House of Representatives
the massive work to raise money for children affected by the
to move the Paycheck Protection Program deadline forward
COVID-19 pandemic. Jafri initially intended to sell the 70 cut panels that make
by 60 days was passed in a 415-3 vote. The bill, called the PPP Extension Act of 2021, now
up the artwork separately, but at the auction, a Dubai-based
the
businessman offered more than double the original asking
where
price to buy them all. Proceeds from the auction will be do-
it is expected to
nated to UNICEF, UNESCO, The Global Gift Foundation, and
be approved. It
Dubai Cares for children’s education, health care, sanitation,
would extend the
and digital connectivity programs.
moves Senate,
to
program to May 31, instead of the previous date of March 31,
The artwork holds the Guinness World Record for the
and give the Small Business Administration an additional 30
world’s largest art canvas. It was created in a ballroom at the
days to process loans.
Atlantis The Palm hotel in Dubai, where Jafri was based when
Also in March, the SBA said in a report that it approved
the United Arab Emirates introduced lockdown measures to
2.5 million PPP loans totaling $168.5 billion from the opening
control the spread of the virus last year. The painting, which
of the current round on Jan. 11 through March 11. Those to-
took him seven months to complete, features abstract brush-
tals are higher if you add in loan guarantee applications that
work and drip-painting.
had been submitted but not yet approved by that date—2.8 million loans for $192.3 billion.
For more information on Jafri and the project, and to see an interactive photo gallery, visit humanity-inspired.com. PFM
The SBA’s report also provided updated loan forgiveness statistics for PPP loans made in 2020. Of the 5.2 million loans made, 2 million have been forgiven. The forgiven loans total $178.7 billion, which is about 34% of the $521.1 billion in PPP loans approved last year. For more information on the program and to apply, visit sba.gov.
World’s Largest Painting Sells for $62 Million at Charity Auction The world’s largest canvas painting was sold recently at a Dubai auction for almost 228 million dirham ($62 million), benefiting children’s programs worldwide. The work, “The Journey of Humanity” by British painter Sacha Jafri, clocks in at over 17,000 square feet—or roughly
CONTENTS AD INDEX 10 PFM May 2021
Just a portion of “The Journey of Humanity.” Photo courtesy of Humanity Inspired
MARKETING METHODS
By Ginger Hartford, CPF
Attract Customers Using Pinterest: Part 1 In the first of a two-part series, key insights from Pinterest’s conference.
D
id you know that Pinterest is the second top search engine behind Google and the world’s first visual
discovery engine? Pinterest is a platform for the future. In today’s digital society, we are all in discovery mode, searching for inspiration
go before making decisions.
as we dream about, plan, and prepare for the
So, what does this mean for your busi-
things we want to do most in our lives. Your
ness and digital marketing strategy? Success-
customers are on Pinterest, too, making de-
ful businesses spend their marketing efforts
cisions about what they want to create, what
where customers are starting to plan, in the
they want to purchase, where they want to
moment of inspiration. We need to be where
shop, and with whom they will do business.
they are, harnessing opportunities to build
How can you help your customers looking for
awareness, capture, nurture, and convert new
custom framing ideas and lead them to your
customers on Pinterest.
business? It all starts with visual search and
Recently, Pinterest launched a global vir-
inspiration—and for businesses, that’s where
tual marketing conference, Pinterest Pres-
Pinterest comes in!
ents, with their leadership and chief creative
CONTENTS
About 450 million people—150 million in
team as well as special guest Dan Levy of
the US alone—use Pinterest. These users have
the Emmy Award-winning comedy “Schitt’s
saved 16 billion inspirational home decor
Creek.” I will share a few takeaways from the
pins, including art, custom framing, design,
conference here and, in an upcoming sec-
and tips for styling gallery walls. Ninety-five
ond article, will go into greater depth around
percent of users state that Pinterest is a place
specifics for setting up and optimizing your
that sparks ideas and inspires action. The
Pinterest business account, effective strate-
bottom line: your customers are searching for
gies for ranking first in online search, traffic
what inspires them most. It is where people
and lead generation, list building, and cam-
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.
12 PFM May 2021
Pinterest has a wide variety of options for business owners looking to get their products in front of consumers, from free “pins” to paid ads.
paign management, as well as tips to streamline your digital marketing efforts.
Pinterest Growth Marketing Levy is an incredibly creative professional who says Pinterest has been the greatest method for communicating creative language. He uses moodboards to create visual reference guides when building out set design, character costumes, or storylines for “Schitt’s Creek.” “Sometimes we don’t have the
Key takeaways from Pinterest’s recent conference include how to use the new sponsored StoryPins feature and future predictions about the app and its users’ preferences.
spiring bucket-list travel ideas and
words to describe what we’re look-
Pinterest Predicts
lifestyle trends. Millennials, who are
ing for,” said Andrea Mallard, chief
Global brand team member Celes-
now largely in their 30s, are curious,
creative for Pinterest. “Words don’t
tine Maddy shared that Pinterest
multi-dimensional,
have the same kind of power as im-
users represent all age groups and
Maddy said they are “getting ready
agery. But Pinterest opens your ap-
demographics. Sixty percent of its
for a renaissance. They need a road-
erture, your perspective in design.”
global audience is women, with men
map.” Your business can be the brand
Mallard added that Pinterest serves
and young adults (Gen Z) increasing
that shows them how to design and
as a road map for what’s possible.
usage 40 percent year over year. Men
style with art and custom framing!
and
adaptive.
Storytelling has become a more
in the US created 13 million inspira-
inspiring brand service. Levy said
tion boards and saved pins, so don’t
that storytelling often has purity,
forget about them—they’re plan-
Pinterest Premiers Video Tools
vision, and honesty of intent. From
ners and looking for ways to express
Pinterest users are obsessed with
a creative marketing standpoint, he
themselves, too!
video; video tools increased en-
advises business owners should “go
Boomers, or mature audienc-
gagement up 800 percent! Pinterest
with something that means some-
es, are searching for nomadic ideas
launched its StoryPins video feature
thing, as opposed to playing it safe in
and getaways for life on the road.
because it is less about what some-
terms of how you create your adver-
Young adults in Gen Z are actively
one else did, and more about what
tising. Audiences are smart; authen-
rallying around the future, with 15
you can do. This appeals to users,
ticity and diversity are key. Be sure to
million new boards; they are using
who want to act (in other words,
represent everybody.”
Pinterest as a life planner with in-
buy!). Sponsored StoryPins walk viewers step by step through a do-ityourself process. For example, IKEA
CONTENTS
recently partnered with decorators to promote decorating for the holidays. They created quick video highlights showing the professionals’
AD INDEX
designs and how to recreate the look at home with IKEA products. Since sponsored StoryPins don’t disappear after a period of time the way they do Take advantage of Pinterest’s resources for business owners, including access to the company’s media experts (“Pinterest Partners”), who can offer experience and guidance. 14 PFM May 2021
on other platforms, the company can reuse this content effortlessly when
across mainstream channels, integrate more seamlessly into social media experiences, and provide click-to-cart opportunities. Look to “Pinterest for Business” solutions to create meaningful ads and shopping solutions with access to analytics and measurement. Hundreds of millions use Pinterest to inspire their next projects.
consumers are looking to decorate for the holidays. This is big-picture, long-range marketing you can model year round.
Pinterest Shopping Experience Consumers have a window-shopping mentality; we want to enjoy online shopping, not just “add to cart.” It is up to you to provide inspiration, magic, and value to the online consumer experience. Customers enjoy curating their interests as a reflection of themselves. Yet, as we find products and services of interest, we tend to want to get to the source quickly and easily for the next step in the purchase. Pinterest partners with ecommerce brands
to
bring
their
products
Many independent businesses benefit greatly from Pinterest’s me-
The site has made it easier than ever to upload content from your business.
dia experts (called Pinterest Part-
It’s also important to consider
ners), agency resources for special-
the future of “influence.” Small busi-
ists, and tools for outsourcing and
ness owners of all kinds can take
automation. Take full advantage of
cues from larger brands in this facet
the resources available to you, and
of marketing. Aya Kanai, former edi-
don’t be afraid to outsource digital
tor of Marie Claire and current head
marketing or partner with special-
of content and creator partnerships
ists that can help your business
at Pinterest, strives to deliver story-
thrive while you do what you do
telling that resonates with consum-
best in your gallery, frame shop, or
ers, is authentic to the brand, and
other creative business!
forwards the business’s goals seamlessly. At the conference, Kanai
Pinterest Positivity
spoke about the future of influence
Pinterest’s executive team advis-
and highlighted the importance of
es business owners to design their
brand influencers in that future.
marketing campaigns to offer users
These influencers, who can be any-
inspiration, not interruption. When
one from local designers to national
deciding what campaigns to put on
personalities, have a trusted voice
Pinterest, keep in mind that people
that is amplified on platforms like
on the site are in a shopping mind-
Pinterest to drive customer traffic to
set. When an ad is done right, it
a certain business or product.
doesn’t even feel like an ad.
For me, the most important takeaway from the conference that relates to independent businesses is how important it is to be mindful in your marketing efforts. Influence
CONTENTS
must be tied to purpose, and positivity is a business decision. In part two of this two-part article series, I will delve into the nitty gritty of how to set up your busi-
AD INDEX
ness’s Pinterest account and how to make it work for you like a star employee. Stay tuned! PFM Another benefit of joining Pinterest? Access to the company’s data-based insights into upcoming design and decor trends. 16 PFM May 2021
Float Frames Product Showcase
A Street Frames
Bella Moulding
Canvas Floater Frames (CF) are available in beautiful, natural hardwood finishes like maple, cherry, and walnut, as well as over 40 different solid lacquer colors, including a set of whites, off-whites, and grays called “Museum Colors,” finishes that have been manufactured to match Rising Museum matboards. Gold leaf, special mill, and oversized frames are A Street Frames’ specialty.
Prisma custom corner frames are made in Chicago out of a solid sheet of high-grade acrylic. Prisma frames are available as a floater profile in any width, shape, or finish. Select from 49 vibrant colors or keep it clear. Contrast with a second color in the interior for dramatic impact. Will accommodate a standard ¾'' artist canvas. For more information, contact sales@bellamoulding.com.
Call 800-805-7655 www.astreetframes.com
Call: 888-248-6545 www.bellamoulding.com
Bella Moulding
Framerica
The Stanley collection floater profile in five colorways is entirely hand-painted by artisans in Italy. The unique rusted faux finish makes the frame an extension of the art itself. The profile will accommodate up to a 1 ½'' artists canvas. Outfit your tool kit with a fabulous floater option like nothing else on the market.
Framerica’s floater frame moulding features the company’s environmentally friendly Bonanzawood core. It is available in nearly all of Framerica’s exclusive finishes, offering a perfect option for all on-canvas artwork. Call: 800-372-6422 www.framerica.com
Call: 888-248-6545 www.bellamoulding.com
Michelangelo Moulding
Michelangelo Moulding
Looking for something different? Michelangelo will shortly debut two markedly, distinctive new floaters. 1 ¾'' tall, they rise from the foundation at an angle towards the face. Each style has a rich, natural wood finish. The surprise is the elegant 1/8'' gold and silver accent rim. Catalog, samples available online.
Michelangelo will preview a new series of stem profiles soon. The finishes are soft silver, bronze, gold, and pewter, measuring ¾'' by 1 3/8''. The foremost design element is the feathered sepia wash on the leading and outside edges of the face. Order samples for your design plans online.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 877-422-8812 www.michelangelomoulding.com
CONTENTS AD INDEX
Nielsen
Picture Woods
Nielsen offers canvas floater frames that provide unmatched strength and rigidity to safely hold the heaviest canvases. With adjustable degrees to float within the frame, Nielsen canvas floater frames allows you to customize your framing vision. Select from two profile options offered in Matte Black and German Silver finishes.
Meet Picture Woods’ newest hard maple finishes: City Grey and Country Grey. They’re a little bit country, a little bit rock n’ roll, and all handcrafted in Boulder, CO, for a rustic look that you can still take uptown.
Call: 888-846-6847 www.nielsenbainbridgegroup.com
40 PFM May 2021
Call: 800-321-6522 www.picturewoods.com
Picture Woods
Studio Moulding
Why fly when you can float? Picture Woods’ comprehensive line of float frames bring all the elegance and beauty of Picture Woods to canvases up to 2 3/4’’ deep. With six profiles available in a wide selection of woods and finishes, you’re sure to find the perfect complement for your artwork.
Liso Floaters combine modern sophistication and timeless elegance for contemporary artworks with a usable 1 ½'' depth. The Liso collection expands the creative palette with seven sleek metallic finishes: Silver, Artic Silver, Champagne Silver, Brass, Gold, Soft Gold, and Gunmetal. Please contact customer service or your regional sales manager to order samples today.
Call: 800-321-6522 www.picturewoods.com
Call: 800-262-4174 www.studiomoulding.com
Studio Moulding The Sierra Floater collection offers a warm, rustic appeal for canvas art. Available in two depths,1 5/8'' and 13/16'', the refined oak veneer is stained in five finishes: Walnut, Pecan, Buff, Gray, and Beige. Order samples today through customer service or your regional sales manager. Call: 800-262-4174 www.studiomoulding.com
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