Picture Framing Magazin - May 2021

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

B USI N E S S E D I TO R

ADVERTISING SALES

sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T

Maureen Robertson • maureen@wcafexpo.com PRODUCTION

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

Jin Dong • ads@pfm-group.com

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

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

Deborah Salmon • dsalmon@wcafexpo.com Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com

TRA D E S HO W D I RE C TO R E X HI BI TO R S E RV I C E S

WCAF EXPO SALES

sales@wcafexpo.com

CONTENTS

PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR

pfmpubco@pfm-group.com

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PFM PUBLISHING, LLC PRE S I D E N T

6 PFM 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-

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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’

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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-

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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

SUPPLY SHORTAGES & SHIPPING DELAYS CONTINUE TO IMPACT INDUSTRY

By Kimberly Biesiada

T

he COVID-19 pandemic has had widespread impacts

ularly early on in 2020—has helped cause the logjams seen

on supply chains over the past year. Material short-

in ports around the world today.

ages and shipping delays have disrupted countless

There are other pandemic-related factors contributing

industries, including manufacturers and distributors of pic-

to the delays, too. Many companies have had to introduce

ture framing products and equipment—and these disrup-

furloughs or layoffs to survive, resulting in a smaller work-

tions have continued through the first quarter of 2021.

force. Many have also dealt with a reduced staff as workers

While many companies have seen increased demand

fell ill or were exposed to someone with the virus.

from their retail framing customers in recent months—in

In their report, the Times described the tumult at the

many ways, our industry has thrived during the era of work-

twin ports of Los Angeles and Long Beach, CA, the biggest

ing-from-home—they have also had to grapple with ongoing

gateways for trade with Asia, where “unloading has been

supply challenges.

slowed by a dearth of dockworkers and truck drivers as the

Around the world, shipping gridlocks have caused

virus has sickened some while forcing others to quarantine.”

struggles for companies of all sizes, from automotive and

Gene Seroka, director of the Los Angeles port, said that he

appliance makers to furniture, fitness equipment, and elec-

anticipated the backlog would remain until midsummer.

CONTENTS

tronics suppliers. Ports are overwhelmed; freight costs have

Framing suppliers have not been immune to these glob-

gone up; vessel accidents have caused a spike in lost goods.

al issues. From steel (needed for hanging hardware) to lum-

(The most notable accident of 2020 occurred in December,

ber (for moulding), acrylic (for glazing), and more, companies

when nearly 2,000 containers were lost or damaged as a

across the board have been faced with shortages and price

ship managed by NYK Shipmanagement of Japan was hit by

increases on the materials they need to make their products.

stormy weather in the Pacific Ocean. By comparison, a 2020

Those shortages and price hikes, on top of shipping delays,

report on container losses by the World Shipping Council

have made for an extremely challenging year.

found that in the past 12 years, an average of 1,382 containers were lost at sea annually.)

A New York Times report published in March examined

“From a logistics side, it’s been frustrating—both getting raw material in and getting finished goods out the door,” said Matt Ozmun, executive vice president of Crescent Brands.

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these and other factors that have led to the ongoing chaos

“One of our most frustrating issues has been on the in-

in global supply and shipping. Put simply, people have been

ternational export business side, where we fill a container

stuck at home and putting money that would have otherwise

of goods to ship out,” he added. “We’ve had orders that have

been spent on outside-the-home entertainment and travel

sat on our loading docks for three weeks because every other

towards inside-the-home goods like exercise bikes, video

day, the logistics companies promise a container, and then

games, toys—you name it. That spike in demand—plus the

they cancel it. Valiani [an Italian manufacturer of computer-

massive demand for personal protective equipment, partic-

ized mat cutters, distributed in the US by Crescent Brands]

18 PFM May 2021

has had the same issue; they just can’t get containers.”

“I think our framers understand there’s been disruption

Jon Bromberg, CEO of Universal Arquati Moulding, sum-

on every level, so there’s a nice degree of patience and tol-

marized the chain reaction of events that has led to the

erance for hiccups,” Merzin said. “I think that’s due to the

lengthy lead times typical of the past 12 months: “There is

fact that we’re all in this together. If you are transparent in

a lumber shortage and reduced workforces at the factories,

your communications, everybody kind of understands and

which cause delays. Then getting a container to pick up your

factors it into the equation.”

product when it’s ready is delayed [due to container short-

Ozmun, who echoed that sentiment, said suppliers un-

ages]. Then you get it on a vessel on the ocean, where it’s de-

derstand that when a framer orders matboard, moulding,

layed. Then it gets to the port, and it’s delayed. Then you’re

or other products, those products have already been sold to

trying to get a truck to pick it up, and that gets delayed.”

a customer—in other words, there is a framing job in the

It all adds up to lead times that are two to three times

works, and time is of the essence.

longer than normal, Bromberg said, as well as “tremendous

“The end consumer is already expecting a finished

amounts of increases” in the cost of freight, product, labor,

product” from the framer, he said. “We want to make sure

trucking, and more.

the product gets there just as badly as they want it to arrive.”

“I’ve been in the industry 35 years, and I’ve ever seen anything close to this,” he said.

As with many aspects of life amid this unprecedented health crisis, it is uncertain what supply chains will look

David Merzin, president of Omega Moulding, said ocean

like in the near future. On the one hand, as more and more

freight is costing the company more than three times what

people receive COVID-19 vaccinations and social restrictions

it did pre-pandemic, “which is really significant in terms of

continue to lift, some experts predict that consumer spend-

the percentage of freight for the goods we’re importing.”

ing will shift somewhat from goods back to experiences,

He added that, on top of all the price hikes mentioned

easing the burden on container shipping. On the other hand,

above, trucking companies are now charging extra fees due

retailers will need to build up their inventories ahead of the

to the long waits their drivers must sit in at the ports.

busy holiday shopping season, so we could see gridlocks for

There is virtually no part of the supply chain that hasn’t

quite some time. According to a paper published Feb. 26 by

been affected by the pandemic. Suppliers like Omega have

Julianne Dunn, an economic analyst at the Federal Reserve

seen “significant increases” in the cost of acrylic, for exam-

Bank of Cleveland, “it is likely that supply chain disruptions

ple, due to its chemical components being in short supply,

will continue to evolve for the foreseeable future.”

Merzin said. Acrylic’s wide use in protective barriers for of-

Bromberg said he expects challenges to continue until

fices, schools, and other buildings also contributed to the

2022. “A month ago, I’d have told you [things will normal-

price hike.

ize by] midsummer to the end of the third quarter,” he said.

Glass, as well as wood and plastic mouldings, have

“But now that everybody’s ordering more than they need be-

been similarly affected; even packing materials have be-

cause they’re anticipating delays, it’s going to stretch things

come costlier as the booming ecommerce sector drives up

out even further. I believe it’s going to change slightly before

demand for boxes and other items needed to pack and ship

the end of the year, but I don’t think you’re going to see any

products, Merzin said.

drastic change where it’s ‘back to normal.’ I think things will

All of this has forced suppliers to adapt under rapidly

settle down, but to what extent—that’s the question.”

CONTENTS

changing conditions—much like the average person has had

In the meantime, some US companies have tried to re-

to do in their daily lives amid changing rules, restrictions,

negotiate arrangements with shippers or paid premiums to

and health guidelines.

send goods by air. BDO, an international network of public

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“It is what it is; you’ve got to adjust and adapt and run

accounting, tax, consulting, and business advisory firms,

the business,” said Merzin, who added that maintaining a

advised manufacturers to consider several steps to protect

large inventory in their warehouses and other preventative

their supply chains against future unanticipated disrup-

practices have helped the company mitigate some issues in

tions, including shifting their supply sources to a variety of

getting their moulding to customers.

countries; expanding their sales and operations planning;

Across the board, suppliers have said their retail customers have been understanding of price increases, delays, and other effects the pandemic has had on doing business.

20 PFM May 2021

conducting a business continuity risk assessment; and reviewing their insurance coverage. PFM

DECORATIVE MOUNTING FOR A SWORD

By James Miller, MCPF, GCF

S

hadowbox projects involving mul-

ing within side pieces so that it could be

tiple objects of different shapes

centered and glued in place securely and

and sizes often present challenges

with no gaps.

in design and mounting. Here we will fo-

The cove mat parts were cut first from

cus on the sword in this project, because it

the suede matboard, and then assem-

is a good example of how innovation and

bled using electrical-grade hot melt glue,

creativity can bring good results.

which is chemically nonreactive. After the

There are several items of Masonic

cove mat was completely assembled, the

memorabilia in this project, but the sword

moulding parts for the trim frame were

is intended to be the main focal point. In

cut to fit, glued, and V-nailed together. The

order to fit it into the visual scheme, it was

short pieces of moulding needed for this

mounted in a recessed cove mat, which

assembly would be dangerous to cut us-

involved a custom mat design as well

ing a large double miter saw, so they were

as special cutting of the matboard and

cut more safely using a single-miter saw.

foamboard parts. Our CAD program and

For these few small parts, a manual miter

computerized mat cutter made this work much easier and more accurate, but similar results could be achieved using manual cutting tools.

The first step of this mounting process was to determine the exact layout and dimensions. Once the sword’s position within the design was decided, the cove mat and the trim frame were designed to go around it. The total depth of the mounted sword is about 3”, which is easily accommodated by the depth of the outer frame and the custom fabricated glass box for the project.

CONTENTS

To design the cove mat for the recessed mount, the shapes of the parts were laid out in the Corel Draw X6 CAD program, and then cut in three-part sec-

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tions using a Valiani CMC. Achieving the exact dimensions required a couple of trial cuts using flaw board to make everything fit properly. For example, the crossshaped “floor” of the cove mat needed to be cut slightly larger than the actual open22 PFM May 2021

Surface-mounting the sheath next to the recess-mounted sword reduces its visual value in the presentation.

of suede matboard in a lighter, brighter red color. Aside from drawing more attention to the depth of the covemat, this reinforced the bottom surface to which the sword was attached.

Spacer blocks of clear acrylic were attached to the cove mat’s floor.

The sword is attached within the recessed cove-mat by two clear film straps about 1 1/4'' wide; one near the This layout and cutting of the cove mat shapes could have been done manually, but the Corel Draw X6 CAD program and Valiani CMC helped.

top of the blade, just below the hilt, and the other near the bottom of the blade. The straps were pulled tight and their ends taped to the back of

saw would be even safer. Then, the as-

the assembled cove-mat. At both ends

sembled cove-mat was glued into the

under the clear film straps, the sword

assembled trim frame.

is elevated above the mounting surback-

face by spacers assembled from mul-

ground mat, which supported all the

tiple layers of clear acrylic. The layers

other items in the project, was cut in

were bonded by double-sided tape,

the shape of the framed cove-mat us-

then covered in top paper peeled off a

ing the CMC. To avoid mistakes and to

scrap of the dark red, suede matboard

verify the dimensions and position-

used in the project, and then strips of

ing, a trial cut of the background mat

¼'' wide Volara foam tape were added

was made using flaw board.

to prevent slipping of the metal sword

Next,

the

frame-sized

To complete the assembly, foam-

on the acrylic spacer blocks.

board spacers were cut using the CMC

After strap-mounting the sword

to be placed vertically in several lo-

in its framed cove-mat, I again used

cations under the background mat

The upper and lower mounting straps were pulled tight, over the sword and through slots in the cove mat’s floor, using the spacer blocks for proper elevation. The straps were secured using polyester, double-sided fillet tape with acrylic adhesive.

clear film straps to attach the sword’s sheath alongside the sword’s trimframe. The certificate in the frame was also surrounded by a trim-frame to match that around the sword. The sash and cap were attached by needleand-thread stitches. The flat items— the booklets and paper cards—were attached by clear film straps.

to accommodate the depth of the

Another unusual feature is the

recessed cove-mat assembly. These

L-shaped frame, designed and built to

foamboard spacers provided integral

support the box made of anti-reflec-

support for the parts and consistent

tion, UV-filtering glass. Although this

depth for fitting into the outer frame.

frame could stand on a shelf or table,

Seeing the finished cove-mat as-

it was fitted with a Z-Bar hanging sys-

sembly, I decided to add a “false floor”

tem for wall display. PFM

James Miller

The recessed cove mat and its trim frame were assembled before mounting of the sword.

The lighter, brighter red suede mat below the sword highlights emphasizes the depth and shape of the cove mat, and reinforces the mounting surface.

James founded retail framing business ARTFRAME, Inc. in 1988 and sold it in 2015. His business specialized in protective framing, with emphasis on creative framing of three-dimensional objects. He continues in the industry as an author, educator, and consultant. He has co-authored several PPFA publications, is a longtime PFM contributor, and has authored two other instructional books for picture framers; “Mounting Objects with Clear Film” and “The Complete Guide to Direct Contact Overlays.”

PFM May 2021 23

SALES STRATEGIES

by Jared Davis, MCPF, GCF

Building Relationships Value is more than just pricing. Fostering trust is key to earning loyalty.

T

he foundation to building a strong business is building relationships.

When it comes to marketing, it can

actually be easier and more affordable to focus on improving and enhancing your relationship with an existing customer than trying to acquire a new customer.

For some businesses, customer relationships can be based on financial incentives,

might they want to frame again?

such as pricing and discounts. There’s noth-

Building strong relationships take time.

ing wrong with this. However, more stable

You don’t need to hit a home run with every

and loyal relationships can be based on gen-

customer contact or sale—think ahead to the

erating strong social connections with cus-

future.

tomers. In this article, we are going to cover some of these social aspects of developing

Make Customers Feel Appreciated

customer relationships.

No one likes to feel like they’re just anoth-

Understand the Value of a Customer Each customer is worth more than just the

er number. Aim to make every customer feel welcome and appreciated. Although it is good business practice to be friendly and helpful, you should really strive for more than this.

CONTENTS

frame you are selling them. Always consider

When you consider the lifelong value of a

the lifetime value of a customer to your busi-

customer, then every customer should be giv-

ness. Even though they may just be purchas-

en a ‘VIP treatment’. Take a moment to get to

ing a simple ready-made frame today, what

know your customer and their stories. Make

could be their potential value in the future?

them feel that they’re valued and special. Re-

How many walls do they have in their home

member, even if the sale is just for something

that they could populate with framed art?

small, you never know where their next pur-

How many memories, both past and future,

chase may be.

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.

24 PFM May 2021

A shopper’s ability to evolve into a long-term loyal customer is invaluable—as is the power of word-of-mouth recommendations.

Always show gratitude and thank customers for their business. It doesn’t take much effort to write a thank-you note. Even offering a small gift or a gift card can be a great way to show appreciation.

munication helps your customer develop a meaningful connection with you and your business.

The design process of choosing different custom framing options can be fun and enjoyable. Personalize the experience by assisting and empowering the customer to

Provide an Experience

demonstrate their influence over the design process. The

Your customers aren’t just buying a frame; they’re buying

ideal scenario is that the customer feels the outcome re-

an experience. One of the best ways to improve your cus-

flects their input and individual style.

tomer relationships is to provide a positive overall experience. When you can make people feel good, it helps them

Exceed Expectations

develop an emotional connection to your business.

Don’t aim for average; find ways to go above and beyond to

Many framing projects that land on your counter

impress a customer. Little things such as offering a courte-

have a form of emotional motivation behind them, such

sy hook or carrying their frame to their car can leave a pos-

as family and loved ones. Framing people’s memories can

itive impression. These shouldn’t just be exceptions; they

be a strong tool to help develop an emotional connection.

should be become common practice within your business.

Discover the underlining meaning of what each customer

Service is one thing, but quality is at the core of any

wants to have framed by asking them to tell you the story

good business. Consider ways you can highlight and pro-

behind it. Tap into this by sharing in their interest and

mote the benefits of the high standards and quality of

excitement and allow this to influence the design process.

materials that you offer to your customers. Provide in-

Good customer service requires a positive mental at-

sights and information to help customers become more

titude. Use positive and empathetic language when dis-

informed about their buying decisions.

cussing ideas, and personalize their experience by using

Where possible, try offering free, unexpected “quality

the customer’s name when possible. Personalized com-

upgrades” to surprise or impress a customer, such as an

CONTENTS AD INDEX 26 PFM May 2021

extra mat or an upgrade to premium glazing. Not only will

real stories about real framing jobs. Invite your customers

these types of gifts and gestures be appreciated, they can

to share posts about their framing and your business on

be a cost-effective way to convert possible waste and off-

social media.

cuts into goodwill. It can also help encourage a custom-

You can also maintain your relationships by regular-

er to seek a higher standard for their next framing pur-

ly reaching out to your customers via digital newsletters

chase. Focus on retaining and enhancing your customer

and personalized emails.

relationships by finding ways to go above and beyond to impress a customer.

Also look for ways to build relationships with other local business owners and harness the power of networking. Get to know your neighbors by joining your lo-

Spread the Word

cal chamber of commerce or even introducing yourself to

Genuine word of mouth is the most powerful form of mar-

other business owners in your community.

keting. Customers have amazing power to talk your business up via multiple channels.

Request Feedback

Find opportunities to encourage your supportive

Ask for feedback from your customers to let them know

customers to help spread the word and speak positively

you’re interested in their feelings. You could offer custom-

about your business. For example, tell them what a differ-

ers a comment card to complete on your counter, or email

ence a five-star review on Google can make to your busi-

a satisfaction survey after every sale.

ness. Don’t be afraid to ask for their support, as it can foster in them a vested interest in your business as well.

Whether it be a compliment or complaint, all feedback is valuable and can help you understand how best

Build your relationships digitally by harnessing the

to meet your customers’ needs and identify and address

influence of social media. Connect and engage with your

any concerns. There’s always room for improvement in

customers by sharing your stories and inspiration with

any business, so whenever there are concerns, always re-

them. Try to personalize and humanize your posts with

spond promptly and favorably to the customer and admit

PFM May 2021 27

your mistakes. In many cases, failures can be converted

sence, customers like to spend their money with people

into success when handled the right way.

and businesses they know and like.

In the eyes of many consumers, good value is mea-

The steps to building customer relationships are

sured in more ways beyond price alone. Exceptional ser-

clear. Exceptional quality and service leads to high cus-

vice, quality, and social aspects are major influences in

tomer satisfaction; high customer satisfaction in turn

customer loyalty.

leads to improved customer retention and increased prof-

Keep in mind that customers are generally loyal by

its. When you maintain a consistent focus on improving

nature. They prefer simplified decision-making and seek

your relationships with your customers, your business

a sense of well-being that stems from their previous buy-

will feel the benefits. PFM

ing experiences, connections, and relationships. In es-

CONTENTS AD INDEX 28 PFM May 2021

OBJECT MOUNTING SOLUTIONS WITH MAGNETS

By Meghan MacMillan, MCPF

T

he heart of our profession is bringing life to people’s moments and memories. The prime conduit for obtaining these types of framing jobs are the

special occasions in life; those moments and milestones that bring definition and meaning to people’s lives. When you think about it, it is an honor to play a part in this aspect of people’s lives and to know that what you do for them will be bring them joy for years to come.

As with invention, necessity is sometimes the mother

While not the only type of object that can be well-served with a magnetic mounting system, garments are a prime example of this.

of stepping outside the comfort zone of our framing habits.

ble. Neodymium magnets are considered the strongest rare

Prior to 2014, as an active participant in an online commu-

earth magnets. In other words, all neodymium magnets are

nity of framers, I had read about many other framers’ use of

rare earth magnets, but not all rare earth magnets are neo-

magnets without embracing them myself. Earliest applica-

dymium. These magnets are widely available in a variety

tions seemed centered around using magnets as closures for

of useful shapes. Neodymium magnets are graded using a

shadowboxes. As more framers began to use magnets, they

numbering system; N35 through N52, with the higher num-

developed innovative methods for mounting a variety of ob-

ber indicating a stronger magnet.

jects with them. With each project I work on that includes magnets, I learn more about working with them.

Before you start working with magnets, you need to know that neodymium magnets create strong magnetic

CONTENTS

My first experience framing with magnets was a shad-

fields around them, which can interfere with pacemakers

owbox for a uniform skirt signed by members of a lacrosse

and other implanted medical devices. These magnets can

team. The goal was to allow the client to open the frame

also affect items that rely on magnetics, such as credit cards

easily and allow her to turn the skirt around in a way that

and ID cards. Small electronics like cell phones that don’t

was at the same time unobtrusive and user-friendly. Even

contain magnetic storage are less susceptible to damage.

though it worked well and the client was pleased, I was not

However, any device that includes GPS or a compass should

thoroughly hooked right away. A couple of years passed

be kept away from your magnets.

AD INDEX

before I was again faced with a challenge I couldn’t meet

The same strength that makes these magnets so use-

with the traditional menu of attachment methods. Magnets

ful can also cause them to be somewhat hazardous to work

turned out to be just the right approach. With each project,

with. A magnet in your hand can draw another magnet with

I find myself more comfortable using them. Now I think of

surprising velocity. If they connect directly, there’s a chance

them as an option more readily. Rather than seeing magnets

one or both will shatter or chip. Broken magnets should not

as a last resort, I look for opportunities to use them.

be included in the framing package. The magnets, when not

When I began to research magnets, it was not initially clear to me if “rare earth” and “neodymium” magnets are

coated, are prone to corrosion, which could adversely affect an heirloom if the nickel plating is compromised.

the same thing. “Rare earth magnet” refers to any magnets

If the magnets “jump” together with a bit of your fin-

made from rare earth elements found on the periodic ta-

ger between them, it can cause a painful pinch. Similarly, a

30 PFM May 2021

greater portion of the weight of the items should be supported by magnets that are fixed in place. Adjustments to the appearance and positioning can be made using magnets that are not anchored until the desired placement is determined. When a garment—a sports jersey, for example—is carefully sewn to a backing in Working carefully is key to preventing pinched fingers or other accidents caused by the force of the magnets.

just the position intended when laid out on a work table, once the piece is vertical, a sleeve or neckline often

magnet placed casually on your work

droops in an unintentional way. To

table can suddenly draw or be drawn

correct it, the framer must then re-

to any number of tools or other mag-

move stitches and resew them while

nets. This sudden impact can cause

being careful that the repositioning

the magnets to shatter. It is advisable

doesn’t expose any holes made in

to wear eye protection when working.

the backing by previous stitching. Ad-

Care should be taken to store

justments to the drape and tension

magnets in a cool, dry place, spaced

of the garment can be made quickly

away from other items to minimize

and easily with magnets. There is no

the chance of unintended impact

reason a framer could not combine

either with other magnets or near-

stitching or even a tagging gun with

by tools and materials. Neodymium

magnets used to perfect the drape

magnets are less prone to demagne-

and appearance of the item. These

tization than ceramic magnets. They

magnets can be repositioned as much

are sensitive to high temperatures

as needed before the magnet behind

(higher than a typical framed piece

the backing is anchored in place.

would ever encounter). Neodymium

In her book, “Magnetic Mount-

iron boron magnets are sensitive to

ing Systems for Museums & Cultural

heat. If a magnet heated above its

Institutions,” Gwen Spicer describes

maximum

temperature

combinations of magnets and spac-

(176°F or 80°C for standard N grades),

ers as being systems—either two- or

the magnet will permanently lose

three-part

a fraction of its magnetic strength.

case studies of each. Magnets can be

If they are heated above their Curie

paired with other magnets, or with

operating

systems—with

several

temperature (590°F or 310°C for stan-

nets can be paired directly with the objects being framed, as they were in the collection of a retired machinist’s tools shown here with appropriate padding and support.

While planning my earliest magnet projects, my fears were of magnets sliding down the backing once the finished piece was hung—or a dress crumpled at the bottom of the frame with torn circles of beaded silk sandwiched between pairs of overly strong magnets left exactly where they had been placed. I needed to devise a way to keep the magnets from migrating downward. Measures also needed to be taken to protect the item being framed from damage. The pull strength of neodymium magnets makes crushing or making an irre-

CONTENTS

careful planning and construction. In

hot glue is not a good choice for ad-

garment shadowboxes, magnets can

hering magnets. Acrylic glues and

be utilized both to support the weight

AD INDEX

two-part epoxies are favored. Man-

of the item and to make adjustments

ufacturers recommend breaking the

to the way the garment drapes. With

surface lightly with a fine-grit sand-

some basic sewing techniques, the

paper or wire brush before gluing.

32 PFM May 2021

washer or bar. Occasionally, the mag-

possibility. Both are preventable with

magnetic properties. For that reason,

mount garments or other objects, the

any ferromagnetic item such as a steel

versible impression on the item a real

dard N grades), they will lose all their

When magnets are selected to

In garment shadowboxes, magnets can be used both to support the weight of the item and to adjust the way the garment drapes.

framer can construct shaped supAn effective way to keep magnets securely in place is to incorporate a wood strainer and attach the magnets to it with screws.

ports to enhance the appearance of the mounted items while distributing

for

mounting

them.

Many of us had at least a basic unit on magnets in a school science class and learned that magnets attract in one direction and repel in another. A situation where a pair of matched countersunk magnets offers a sublimely easy solution to a project can quickly take a turn for the worst when you realize you’ve attached them so they are positioned in opposing, rather than matching, directions.

Fortunately, I have made that mistake Top: A collection of antique tools framed for a customer. Bottom: the back of the frame, showing the magnetic mounting system.

the weight along a broader support— made of foamboard or acrylic—than the magnets alone.

An effective way to keep the magnets securely in the locations where they best support the item and serve the design is to incorporate a wooden strainer in the frame construction and attach magnets to that with screws. Neodymium disc magnets that are countersunk to accept screws are available in a variety of diameters and thicknesses. Once placement is determined and magnets are attached to the strainer, a piece of foam centered board cut to the size of the strainer can be placed on top. Mag-

CONTENTS

nets that correspond to the ones attached to the strainer are then placed on the surface of the board. Once the pairs are aligned, you can trace them

AD INDEX

and cut holes out so that, when it is replaced, the surface of the board is flush with the surface of the magnets.

While you are setting up these pairs of magnets, it is important to keep track of the correct direction 34 PFM May 2021

already so you don’t have to!

Countersunk magnets are made both north side up and south side up.

There are some vendors who clearly identify the polarity, or directionality, or sell them in pairs of one of each.

Whether you are using countersunk magnets, discs, or bars, directionality matters. It is, I believe, better to spend time double-checking that your pairs line up to attract than on removing and reengineering a beautifully made support because you missed that the magnets were top to top.

To protect the item being mounted, the magnets that will be in front of the mounting surface need to be kept from direct contact with the item. Most often for this I place the magnet in a small sewn pocket made of unbleached muslin with a layer of polyester batting. Too great a distance, or air gap, will reduce the strength of the magnetic bond. Before relying on any combination of materials layered with magnets, it is a good idea to perform tests of that configuration using materials that are most similar to what is being framed. For such tests, I use the highly scientific method of

stacking all the materials (or swatches of similar ones) and attaching them to a steel filing cabinet.

The pull force of a magnet is the force required to pull a magnet directly off a steel plate. Pull force is described in pounds or kilograms. The strength of the magnet is reduced by as much as 65 percent when it is attached to a surface that is perpendicular to the direction it is magnetized in. This is the direction most likely to be utilized in framing. Pull force does not directly correspond with how much weight a magnet will support.

Many websites, typically ones focused on selling magnets, feature calculators that let you input variables and select the best grade and size for your specific project.

I have been working to educate myself regarding a more technical approach to magnets and their uses.

There is a tremendous amount of information available about things such as pull force and magnetic field (which is measured in a unit called Gauss). These things are absolutely important. However, there are many sources more qualified than I am to impart them to you. I am here to tell you that rare earth magnets can provide a great solution to tricky object mounting challenges. And with a little care and precaution, they can contribute to the kind of unique framing packages your customers will love.

PFM

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

Have a question or comment? Tell PFM what you think.

Mail letters to PFM 330 Mounts Corner Drive # 313, Freehold NJ 07728-2558 Call 732-536-5160 or E-mail to info@pfm-group.com PFM May 2021 35

Courtesy of Rhonda Feinman

Courtesy of Picture Woods

Courtesy of Omega Moulding

FLOAT FRAMES: A VERSATILE DESIGN OPTION

By David Lantrip, MCPF, GCF

O

riginally developed in the mid-twentieth centu-

are black or dark wood. Some may have a gold or silver

ry, float frames, also known as tray frames, came

face, and any ornamentation is likely to be fairly minimal.

about in response to the prevalence of modern

Another factor is the depth of the moulding. A canvas can

abstract works. Artists desired a minimal presentation,

be shown with its face recessed back from the front of the

but more refined than a baguette, the simple lath at-

frame or flush with it, depending on the desired effect.

tached to the outside edges of a canvas. About 20 years

Only rarely would it be displayed proud of the frame’s

ago, giclée printing on canvas became commonplace, and

face.

along with it came a renewed interest in float frames.

As with any other frame, consider how float frames

Many of these giclées on canvas are stretched with a “gal-

can be combined with others to create a new, unique

lery” or “museum” wrap and are perfect candidates for

style. A traditional frame capping the floater is a great

this presentation. The continued popularity of works on

way to transition a modern or abstract work into a more

canvas means that float frames are here to stay.

traditional décor. If your customer wants to keep a min-

CONTENTS

Although float frames are traditionally associated

imal design, look at narrow, shadowbox moulding styles.

with modern works, they have become a popular choice

Otherwise, feel free to look at any suitable profile—but

for many other styles and can help bridge the divide be-

keep in mind that the float frame will likely protrude out

tween a traditional work and a more contemporary set-

the back of the outer frame. Be prepared to address this

ting. Because none of the canvas face is covered, they can

issue.

AD INDEX

be a good choice when an artist’s signature or other detail

Capping a float frame with a traditional frame is

is close to the edge. Think about how a canvas can also

also an easy way to incorporate protective glazing into

be shown, rough edges and all, as a three-dimensional

the frame design. The glazing simply fits between the

object, and you will start to see how versatile float frames

two frames. Just be sure to choose a frame that is deep

can be.

enough to allow a minimum of 1/8'' or 3mm between the

Other than variations in face widths and their depth,

glazing and the highest point of the paint’s surface.

the profiles of float frames are all essentially the same.

If you think about a float frame as just another design

Choice in design comes down mostly to finish. Traditional

element, and one that can be used for work other than

(if any float frames can be called traditional) float frames

canvases, all sorts of design possibilities are opened to

36 PFM May 2021

When a float frame has a sufficiently wide base, a canvas can be held in the frame with appropriately-sized screws. Countersunk flathead screws make for a very neat appearance.

you. Stacking a conventional frame on the inside of a float frame allows it to be used for all types of artwork. Combining two frames in the same color and finish creates something like an exaggerated cassetta profile. If a shadowbox moulding is added around the outside, the inner conventional frame becomes a place to put a background for an object.

The amount of reveal around the canvas is an important design decision, one which depends on practical matters as much as aesthetics. Minimizing the space be-

François Clouet, “Equestrian Portrait of Henry II as Dauphin,” ca.

1543. Gouache on parchment mounted on wood. 10 3/4'' × 8 3/4''.

Courtesy of the Menil Collection. Photo credit: James Craven

tween the frame and the edges of the canvas is an option, but it requires that the canvas be absolutely square and with a minimum of bulk at the corners. This can be asking a lot, especially if restretching the canvas is not an op-

A white float frame with a nautical canvas. Courtesy of Framerica

If the edge of the canvas sits near the inside edge of the canvas, there may not be enough room for screws. Offset clips screwed into the stretcher bars hold the canvas securely.

PFM May 2021 37

Float frames are a prime pick for many types of art. Courtesy of Picture Woods.

Photo credit: Kenneth Wajda Photography

tion. A small amount of space—say 1/8'' or 3mm—gives some leeway, but

if the canvas is even slightly out of square, it will be obvious. In general, about ¼'' or about 6mm is a good starting point. The space can certainly be more, and a wider reveal emphasizes the dimensionality of the work.

Whatever decision is made for the reveal, don’t forget to double the amount when adding it to the dimensions of the frame. Making a note of the desired reveal on the work order will help avoid costly errors.

Fitting a canvas in a float frame is a bit different than a traditional frame. The first issue to address is how to hold the canvas in place, centered in the frame. Simply use strips of foamboard and matboard placed between the edge of the canvas and the frame’s walls to hold it.

They only need to be snug enough

This fern print is framed with Michelangelo 362 12, a large floater molding in a natural finish with subtle red accents on the edges. Courtesy of Michelangelo Moulding

to hold the canvas in place while working. Be sure to make them wide enough that you can easily remove them once you’re done.

There are a few options for holding the canvas in the frame. For a small, lightweight canvas, 3M Dual Lock fastener works well. It is similar to a heavy-duty version of Velcro, and it makes attaching and later removal easy with no tools needed.

One strip attaches to the back of the stretched canvas and the other to the frame. It is self-adhesive, but it is always a good idea to add some insurance with a few staples.

If the float frame has a sufficiently wide base, the canvas can be secured with screws through the base and into the stretcher bars.

Predrilling is always a good idea.

Although the chances of drilling

CONTENTS AD INDEX Nylon spacers can be used to adjust the height of the canvas in the float frame.

38 PFM May 2021

sits; offset clips would also be the best for these frames.

Capping the float frame with a shadowbox moulding allows for the use of glazing.

Evolving from four strips of wood nailed around a canvas, float

How far from the front face of

frames have certainly come a long

the frame the canvas sits is a matter

way. They’re now a sophisticated

of the depth of the stretcher bars as

design option not just for modern

compared to the depth of the frame.

art or abstracts, but for nearly any

Small adjustments to bring the can-

style or medium. Explore how you

vas forward can be made with ny-

can use float frames as a building

lon spacers. They are small pieces of

block in standout designs. PFM

hardware, available in various sizes, that act as standoffs to lift the canFloat frames can also be used as building blocks for innovative designs. The inner frame could hold dimensional artwork such as textiles or objects, or traditionally matted art.

vas in the frame. The shaft of the screw passes through them.

Once the canvas is secured

all the way through the frame and

within the frame, it can be finished

stretcher bars are slim, using depth

off as usual. Since a rigid backing is

stop collars on the drill bit will keep

used behind the canvas for protec-

the depth consistent and provide

tion against punctures and dust, a

peace of mind.

paper dust cover is mainly for looks,

When the base of the frame is narrow and there is little overlap of

covering up the hardware on the back for a neat appearance.

David Lantrip David is the director of education for Franchise Concepts, and the franchisor for Deck The Walls, The Great Frame Up, and Framing and Art Centre stores. He has served in a number of roles in the PPFA including as a member of the International Board of Directors and serves on the Chapter Relations Commitee as well as the Guidelines Task Force. David recently earned a master’s degree in mass communications from the University of Florida.

it and the stretcher bars, offset clips are a good choice. They are installed “backwards” with the offset screwed into the stretcher bars and engaged on the back of the frame. Some offset clips have a second hole which would allow you to also screw it into the frame, but this is not necessary.

This would also be a good place to use stop collars to control the depth of the drill bit. Some float frames have a “step” on which the canvas

A glossy crimson float frame from Omega’s Pop! line pairs well with this bold print. Courtesy of Omega Moulding PFM May 2021 39

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

PFM PFM Subscriptions Subscriptions • Renew Your Subscriptions • Make Address Changes • Contact Customer Service

Manage your account online!

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

http://www.pfmsub.com/Renew PFM May 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 May 2021

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

CROSSWORD CHALLENGE Across 1 Type of frames designed for 3D objects, 2 words 6 Silver’s symbol 8 Act 9 Enclosed glass front display cases, 2 words 13 Corp., abbr.

14 Fiber used in mat boards, fine art and canvas 16 Picture frame face design which has a concave curve 18 Richmond’s state 19 Type of picture frame face decoration 20 Musical note 21 Friendly light touch 23 Type of adhesive used by some framers 25 Velcro feature 28 3D objects are attached to this when mounting, 2 words 32 Masters degree, abbr.

33 This type of specially made hardware can be used for mounting a coin or plate, 2 words

SEE PAGE 45 FOR THE SOLUTION

Down 1 Kraft or specialty paper which is adhered to the back of a picture frame once the contents have been fitted, 2 words 2 Very sharp blade fitted on a pen-like handle 3 Brazilian city 4 Goes up and down 5 Connect 6 Promotional piece 7 Like some more expensive picture frames, 2 words 10 Pixel 11 Survey responses on a form 12 Halt 15 On top of or covering 17 Border 20 Machine that cools the air 21 Rain hard 22 Related to the nearby area 24 Wedding agreement, 2 words 25 Light 26 Approve 27 Stainless steel ____ can be used to attached light objects that are being framed 29 Make of pen 30 Earlier 31 Put on some clothes

PFM May 2021 43

Index Advertiser

Page

Advertiser

Page

3A Composites - Encore Products ........................................................19

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

800-873-4868

866-248-0100

www.encoreproducts.com

www.hoffmann-usa.com

Active Sales .......................................................................................42

House of Troy ....................................................................................45

800-937-2255

800-428-5367

www.activesalesco.com

Alpina Manufacturing, LLC .................................................................43 800-915-2828

www.fastchangeframes.com / bannergrip.com

Arlo Spacemaker Products, LLC...........................................................35 800-332-2756

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 ..................................................................................21 888-248-6545

bellamoulding.com

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

www.cmimoulding.com

www.houseoftroy.com

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

www.richesonart.com

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

www.joinrite.com

Lineco, a Division of University Products .............................................27 800-322-7775

www.lineco.com

Michelangelo Moulding ......................................................................13 877-422-8812

www.michelangelomoulding.com

Omega Moulding Company ....................................................10, 15, 28 800-289-6634

www.omegamoulding.com

Picture Framing Magazine......................................................29, 33, 41

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

800-969-7176

203-318-4302

Picture Woods Ltd. .............................................................................39

www.ctsaw.com

www.pictureframingmagazine.com

Craft Inc. ...........................................................................................35

800-321-6522

800-827-2388

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

www.craft-inc.com

Crescent Cardboard Co. ................................................................11, 37 800-323-1055

www.crescentcardboard.com

Decor Moulding & Supply ...........................................17, 28, 41, 43, 45 800-937-1055

www.decormoulding.com

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

www.fixons.com

Foster Planing Mill .............................................................................26 CONTENTS

323-759-9156

www.fosterplaningmill.com

Framerica......................................................2, 3, 4, 10, 27, 28, 43, 48 800-372-6422

www.framerica.com

FrameTek ..........................................................................................38 AD INDEX

800-227-9934

www.frametek.com

800-297-1566

www.picturewoods.com

www.rhondafeinman.com

Studio Moulding, Inc. .........................................................................25 800-262-4174

www.studiomoulding.com

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

www.superiormoulding.com / www.zelanto.com

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

www.tru-vue.com

Universal Arquati ...........................................................................5, 31 800-668-3627

www.universalarquati.com

Wall Moulding ...................................................................................47 800-880-8315

www.wallmoulding.com

Frank’s Fabrics for Framers ................................................................34

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

888-332-2749

888-855-3335

www.franksfabrics.com

www.wizardint.com

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

Z Hardware .......................................................................................42

800-242-7318

800-880-9315

44 PFM May 2021

www.gluefast.com

www.zhardware.com

(Continued from page 46)

in Lima, Peru via email to design the frame to be the right

place them in the four corners or put them somewhere else.

width and rabbet depth to accommodate the height of the

In the corners, they competed with the nail heads and took

items in the shadowbox. This “off-the-menu” profile really

your eye to the outer edges of the frame. I didn’t like that at

did make this a truly one-of-a-kind custom frame. We se-

all; plus, they were new, bright, shiny silver, which looked

lected the dark brown leather color with a distressed, dark

artificial. My solution was to “age” them with Rub’n Buff

red finish. The corner style has a crisscross leather design,

bronze crème and center them on the certificates. The chain

and the silver nail heads add the right amount of refined

idea just upped this project’s cool factor. I purchased the

detail. The custom-made frame arrived in our shop in Idaho

chain from my local hardware store, painted it lightly, and

just three weeks later.

hung the chain swag between the brooches with wire. The

The frames for the certificates were initially going to be made out of a silver bead, but manufacturer outages forced

curve of the chain provided a contrast in texture and helped to soften the hard lines of the fabric.

me to make a change. I started searching websites to find

I lined the sides of the frame with black foamcore. Tru

another moulding that would coordinate with the custom

Vue’s Museum Glass was added to protect the items from

leather frame. Bella Moulding had the perfect half-inch

fading and ensure no annoying reflections interfered with

wide silver and black frame with a subtle diamond pattern

the enjoyment of this one-of-a-kind frame. The finished

that I thought resembled dragon scales. (Not that dragons

project measures 60'' tall by 26'' wide, and I’m told that it

have anything to do with this project—it was just really

hangs in a special spot in the hallway of the Lord and Lady’s

cool.) These frames within the frame were elevated on black

abode. PFM

foamcore and attached to the backing board with screws.

The silver brooches had me considering two options;

Crossword Challenge Puzzle Solution

PFM May 2021 45

DESIGN OF THE MONTH

By Meg Glasgow

A Shadowbox Fit for Nobility

C

ue the bagpipes: I present to you the Lord and Lady of Glencoe.

These distinguished clients had

purchased two square feet of land in a Scottish Highlands nature preserve. With the purchase comes a title and “parchment certificates with embossed seal suitable for framing,” according to the website. Collecting items for this shadowbox may have begun as a whim, but the finished frame is suited for a king and queen.

The client presented me with two certifi-

cates of title, one coat of arms certificate, and the Highland Titles official tartan wool sash with instructions to be creative. The four silver kilt brooches came later when it was decided we needed more embellishment. There is no risk of being too over-the-top with this project. It’s for Scottish nobility, after all!

Layout for this project began with the plaid sash as the backdrop to the vertical shape. To tell you a secret, I spent more time aligning the

For this client’s memorabilia straight from the Scottish Highlands, a custom-built leather frame with standout corner details was the perfect choice.

stripes on the foamcore board than on any other element of this project. The plaid needed to be centered on the board to look right in the end, and the stripes needed to be as straight as possible. A ruler, pins, and patience were all it took.

CONTENTS

I didn’t have to do much convincing of the client that a custom-built leather frame from House of Mercier would make this project worthy of a nobleman. I worked with Mercier’s team

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.

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