FATHER'S DAY FRAME DESIGN WCAF Expo in Review • CMC Techniques
Contents
PFM is a member of:
Volume 30, Number 4
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover This project, which celebrates 2018 World Series champions the Boston Red Sox, was created by Kevin Pietro of The Great Frame Up, Schaumburg, IL, with the help of his computerized mat cutter. For the full story on this design and others, see page 18.
Features 18 28 32 42
CMC Designs 2019 WCAF Expo in Review Father's Day Framing Business Insurance
Columns 12 24 36 54
12
Mat Doctors Retailing Success Sales Strategies Style Snapshot
Departments 8 10 47 50 51 52 53
Editor’s Note Industry News Crossword Puzzle Distributor Spotlight Classified Ads Index of Advertisers Calendar of Events
54 36 32
Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 83 South Street, Unit 307, Freehold New Jersey 07728; phone 732-536-5160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2019 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 GROUP
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PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com Kimberly Biesiada • kbiesiada@pfm-group.com
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS B USI N E S S E D I TO R
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 Tim Franer, CPF • John E. Ranes II, CPF, GCF • Brian Wolf, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF Paul MacFarland, MCPF, GCF • James Miller, MCPF, GCF
M AT D O C TO RS
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sales@pfm-group.com • 732-536-5160 ext. 222 Ellen Blatt • ellenhobbypub@cs.com Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com Sean Kliemisch • sean@wcafexpo.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
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WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE www.wcafshow.com Deborah Salmon • dsalmon@wcafexpo.com BU S I N E S S M A N A G E R Mindy Gruenbaum • mindy@wcafexpo.com E X HI BI TO R S E RV I C E S 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 A S S O C I ATE E D I TO R Sara LaPonte • sara@wcafexpo.com M A RKE TI N G A N D C O M M U N I C ATI O N S C O O RD I N ATO R Alexis Orlacchio • alexis@wcafexpo.com TRA D E S HO W D I RE C TO R
WCAF EXPO SALES
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CONTENTS
PFM GROUP STAFF PRODUCTION
Gary Coughlin • gary@wcafexpo.com Jin Dong • jin@wcafexpo.com C O O RD I N ATO R Jin Dong • ads@pfm-group.com
A RT D I RE C TO RS A D V E RTI S I N G
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PFM PUBLISHING, LLC PRE S I D E N T
PFM PFMseminars PICTURE FRAMING MAGAZINE
6 PFM April 2019
Bruce Gherman
Excellence in Art and Framing Education
WEST COAST ART & FRAME
EXPO & THE NATIONAL CONFERENCE
FROM THE EDITOR’S DESK
T
An array of busness- and framing-focused articles await you in this issue — plus, a closer look at the ‘19 WCAF Expo
CONTENTS AD INDEX 8 PFM April 2019
here’s no time like the present to review the current equipment in your shop and determine if anything is due for an upgrade or replacement. The investment you make today will give you the tools to execute top-of-the-line framing jobs that stand out from your competition. This issue takes a closer look at a hugely helpful piece of equipment: the computerized mat cutter. In “Creative CMC Designs” (page 18), we look at three inventive framing projects whose creators used three different CMCs to bring their visions to life. All of them take advantage of the expanded cutting abilities that a computerzied version of this essential machine affords users. In his latest Mat Doctors column (page 12), Brian Wolf provides several examples of framing projects in which a fanned arrangement is used to great effect. This design is easily achieved on your CMC software program, as Brian demonstrates. In her article, “Framing for Father’s Day” (page 32), Meg Glasgow offers design inspiration for the upcoming holiday celebrating the dads of the world. Like Mother’s Day, this
is a perfect time to showcase your unique ability to provide customers with a custom-made, high-quality, sentimental gift that will serve as a family treasure for years to come. Meg uses her CMC for each example project, creating dramatic, intricate, and unexpected matting that tie together the overall designs. Those articles and much more— including primers on shopping for business insurance, pricing moulding correctly in your point-of-sale software, and building an action plan to sell your business for a profit—await you in this issue. We’re also excited to present you with an inside look at the 2019 West Coast Art and Frame Expo in review (page 28). The twentieth-anniversary show was the biggest and best yet, with more great things to come for exhibitors and attendees in 2020. We hope to see you there!
Kimberly Biesiada Editor
INDUSTRY NEWS tion season with a full line of diploma mouldings in beautiful wood
Framerica Celebrates 50 Years Framerica, founded April 1, 1969 by Gene Eichner and Gordon Van Vechten, officially celebrates its fiftieth anniversary this month. During its five-decade span, the company invented a moulding category,
employed
many
thousands of talented individuals, and produced and sold more than 1.5 billion feet of moulding. “We don’t have the words to express how blessed we feel to have done it this long,” notes Gene Eichner. “Our great fortune is that we have forged relationships with customers, suppliers, and employees that will last a lifetime.”
tones, as well as classic compo and contemporary styles in gold, silver, and black. For a different diploma frame idea, Decor offers its Edge line of stained woods. Rounding out the brochure are floaters, shaded polys, matte blacks and whites, linen liners, and Decor’s full line of stretcher bars. Visit www.decormoulding. com/catalogpages.aspx for the most current moulding offerings and place an order by emailing order@decormoulding.com
or
Decor’s Extreme Savings Brochure
by calling 1-800-937-1055.
Bella Moulding Announces Contest Winner
For more information, call 1-800-372-6422 or visit www.framerica.com.
Walmart Acquires Art.com Walmart has recently purchased Art.com for an undisclosed amount, building upon its portfolio of digital brands and expanding its home decor business. The decision comes as the latest in a series of e-commerce company acquisitions by Walmart over the last few years, starting with the retailer’s purchase of Jet.com in 2016 for roughly $3 billion. Eventually, items from Art.com will be sold on Walmart. com, Jet.com, and Hayneedle.com, according to Walmart. It will continue to run Art.com as a standalone, complementary website. Art.com was originally founded in 1998 and has been doing more than $300 million in annual sales, according to multiple news outlets. The site offers on-demand and customization features, with most its inventory being printed on demand at the time of ordering. Anthony Soohoo, senior vice president of Walmart’s online
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home business in the U.S., says, “Art.com is the world’s largest online retailer in the art and wall decor category, and the addition of its two million curated images—including a growing exclusive assortment—will create an even richer, deeper customer
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experience across our home category.”
Decor Moulding Releases Spring Brochure Decor Moulding recently announced that its spring Extreme Savings Brochure is now available online. As part of its brochure offerings, Decor aims to get retailers ready for the upcoming gradua10 PFM April 2019
Owens, center, at the 2019 WCAF Expo
Lauren Owens, of Frames Unlimited in Charleston, SC, was chosen by her peers as the grand prize winner in Bella Moulding’s “Creations” framing contest. As part of her win, Owens was hosted by Bella at the 2019 West Coast Art and Frame Expo in Las Vegas. “Lauren’s winning entry is a personal labor of love and the perfect example of the magical, transformative power of framing to take something old and give it a new life,” says Nellie Seigel, creative director. “The cheerful penguin needlepoint by Lauren’s grandmother hung in her childhood bedroom in a simple white frame. Lauren gave her family heirloom a happy, modern makeover by ingeniously combining intricate pieces from Bella’s Raku and Luna collections.” Bella Creations is a quarterly design competition. Entries must show creative use of Bella or Prisma products. For more information, call 888-248-6545, contact sales@bellamoulding. com, or like and follow @bellamoulding. PFM
THE MAT DOCTORS
By Brian Wolf, CPF, GCF
Fanned Arrangements This mat design works well with many types of framing projects.
W
hen an architect says, “There is going to be an arch here,” no one replies, “What nonsense is this? Such
an oddball thing!” Arches are everywhere in all the decorative arts, so it is a puzzle why arches are not a common arrangement for multiple opening mat designs. The answer to this puzzle lies in the tools. To rotate each opening to a different angle and move it into the arc formation would be far too taxing using the hand tools that were available for the first 200 years of matting in both the layout and cutting steps. Now, CMC design programs have rotation tools and even fanning tools that generate these arrangements with a few pulls of the mouse.
Fanned arrangements have a completely different attitude, though, even though most
A reasonable objection to any rotated
of the openings are rotated. Given how easily
opening—in a fanned arrangement or all
they can be generated, fanned arrangements
alone—is that angling an item has always
are worth a closer look.
been a cheap graphic device to call attention
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to something. Think of old advertising. A ro-
Five Fanned Photos
tated item attracts attention, sure, but it usu-
After contemplating the informality of rotated
ally confers an attitude ranging from casual-
pictures, it may seem curious to seek formali-
ly informal to disquietingly unorthodox onto
ty from a fanned arrangement, but that is the
the entire presentation. As a result, openings
intent of the first example. Every element of
in the typical multiple opening arrangement
the presentation is subdued. The pictures are
remain all lined up straight and orderly like
all the same size. The images are closely relat-
good soldiers.
ed. The colors are shades of gray. The fanning
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Brian Wolf began framing pictures while attending Iowa State University. In 1973, he won the Janice Petersen Andersen award for outstanding design student. He began demonstrating his hand-carving technique for mats at conventions and teaching for the PPFA. Brian started his own framing business in Cedar Rapids, IA, in 1983. Since 1989, he has focused on leading workshops around the world on his matting techniques. He has authored books, appeared in videos, and contributed to trade magazines. He joined Wizard International, where he contributed his artistic touch to product development. He continues his work with Wizard through education, events, and design content.
12 PFM April 2019
The fan tool in the Wizard program was used to arrange these openings. Their centers are distributed on an arc that is 15'' wide and УМ'' high. The outer openings are rotated to 9 degrees and the inner ones are just 5 degrees. The center opening is perfectly vertical. The openings are about УЕК'' apart at their bottoms, measured on the top layer. They are ППЕК'' apart at their tops.
Four Fanned Drawings The next example shows four fanned drawings of carnival dancers. Though its attitude is quite different, the arrangement has only a few changes from the previous example. The openings are all three layers, and they are different sizes. The outer openings are slightly wider and half an inch taller than the two inner openings. The openings are fanned a bit more dramatically in this example, too. The fanning tool lines up the centers of the openings, but these inner openings were manually moved higher so that the tops of the openings would form a continuous arc. This is not a requirement, but it helps fashion a nicer overall shape for this group. The openings’ top layers overlap a bit and they are then merged so the top layers become one shape surrounding the four separate images. There is one last detail that improves both cutting and effect. Look closely at the mat’s top layer between the openings. When the openings are merged, there would normally be a triangle shape between the openings—a long, sharply pointed triangle. The bevel at the point of this triangle would be in danger of destruction during cutting. Instead of a sharp point, there is an inverted V shape drawn at the end of the triangle that has far less vulnerable points at its bevels. This touch of decoration The openings at the outside are rotated 16 degrees and the inner two openings are rotated 5 degrees. The inner openings were moved ПИ higher so that the tops of the openings would read as an arc. The openings’ top layers overlap enough so that the openings’ middle layers are СМ apart at the bottom. They are about 1 СМ apart at the top. All four openings are merged so that the top layer is just one shape. The inverted V shapes between the openings were drawn in PathTrace, but it would be possible to merge diamond shapes into the points of the triangles, too.
is restrained. No viewer would be outraged by anything in this presentation—least of all the use of fanning.
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One universal goal in all multiple opening designs is that, at first glance, the group of images should appear as one item. Therefore, a row of identically sized items is the ideal multiple-opening project. Think, too, of randomly sized items that can be fit together so that their outer bor-
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der forms a rectangle. To this end, the fanned images in this example are quite close together so that the row of pictures appears to be one curved shape. It might not be a rectangle, but it is one tidy, familiar shape. 14 PFM April 2019
adds to the carnival theme of the presentation, too.
Angled Openings on One Side This example on page 16 illustrates how framers have come to think of every arrangement with a rotated opening as less than elegant. This is still a fanned arrangement, but there are two small openings fanned only on the left side of the larger opening. Once symmetry disappears, once the openings no longer nestle into a nice tidy shape, the presentation reverts to simply two openings randomly rotated at the side of a large opening. The effect is much more casual. Sometimes this is exactly what the customer wants. This example is a reconstruction of a customer’s design—a design for their unusual purpose. The story was that the couple always left notes for each other written on mirrors, windows, and pictures. Every family has an amusing story about a message written in lipstick on a mirror, but these notes became the norm for this entire household as the
years progressed. To facilitate this, there were several pictures scattered throughout the public areas of the house, all designed with lots of blank space in the arrangements with the express purpose of writing notes. There are many framers who have focused on developing the “multiple opening for photos” segment of their businesses. A common comment is that they are constantly surprised at their customers’ ideas for projects. Commemorations and memories, of course, but also bulletin boards and notepads like this example. Few customers have this particular situation, but many customers wish The trick to making this arrangement efficiently is to duplicate the smaller openings on both the left and right sides of the large opening. Use the fanning tool to rotate the smaller openings into position. The center opening will remain vertical. Then delete the small openings at the right. The small openings are rotated 15 degrees and 8 degrees.
CONTENTS AD INDEX 16 PFM April 2019
to create something where a framer’s classic design tenets are less important than the picture’s purpose. Whether it is a “project with a purpose” or an elegant multiple opening design, fanned arrangements should have a more prominent place in mat design. The tools in the design software are easy to use; I encourage you to learn more about them and experiment. Customers are always ready for something different. They will not see a fanned arrangement as outrageous; they will just see it as another great design from their favorite creative picture framer. PFM
CREATIVE CMC DESIGNS A Timeless Design Gunnar CMC
L
yn Hall, GCF, of Fringe Arts in Farnham, UK, began framing 35 years ago and quickly established herself as a mat cutting aficionado due to her creative and
fearless approach to this aspect of framing. Hall has won many awards for her work, which she had previously produced on a regular table top mat cutter. CMCs didn’t really figure into her vocabulary; however, after winning a framing competition, Hall was approached by her friend Sarah Osborne of Gunnar UK, who suggested that she may like to play with a CMC to see what they were all about. After much deliberation, she took up the offer—and the rest, as they say, is history. Hall’s prowess had limitations when she was working off a bench machine; when her Gunnar CMC arrived, it was like a kid being let loose in a candy shop. Hall says she realized her worries about skills like mount cutting being lost to mechanization were unfounded. In fact, she found that her creative horizons were expanded in ways that were not possible with her old equipment. Thanks to her newest “staff member,” her business flourished even more
For this timely project, small, detailed cards were cut to put behind each watch face, giving the objects depth and added visual interest. The overall layout was designed to resemble a clock face, with a triple neutral mat cut into a scalloped pattern to house the watches.
and the CMC has allowed her to create stunning designs like this one. “My clients are very discerning, and most of them allow me free rein to design individual and unusual pieces for them,” Hall says. “One of these clients, an interior designer, turned up one day with a bag of watch faces and
watch faces were different heights. The little individual “towers” of card were then glued together and placed into each of the apertures, allowing a small amount of the dusty pink/gray background mat to show. Hall then cut the
asked for them to be made into a piece of art. Challenge
floral-shaped, scalloped mat out of the pink and gray mat-
accepted!”
board, sizing it to just sit over the neutral board.
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For this design, Hall wanted to test her CMC to see
The Gunnar GMC software allows users to merge and
how small and how finely it could cut. She designed tiny,
overlay openings to create a single shape. An additional
detailed pieces of card that sat behind each watch face,
outer V groove was also added to enhance the shape and
giving it more depth and visual interest. These were cut in
pull the whole piece together. The matted work was finally
several levels and were designed to look like the workings
glazed with an anti-reflective UV glass, and a soft silver
within a watch. She also decided to design the layout to
frame was chosen to enhance the overall work.
look like a clock face, and the floral-shaped, scalloped mat design lent itself well to the clock theme. She first cut a triple neutral-toned mat with 12 apertures and tied each exterior circle together with a circular V groove. A triple mount was required because all the 18 PFM April 2019
“The customer was thrilled,” Hall says. “Not only did it show off her collection of watch pieces, but it also became an overall piece of art, which she loved!” To see more of Hall’s creative and award-winning designs, visit www.fringearts.co.uk.
www.fletcher-terry.com
A Game Changer Valiani CMC
W
hen Kevin Pietro, owner of The Great Frame Up in Schaumburg, IL, first considered implementing a computerized mat cutter in his
shop 21 years ago, his first response was, “why?” He’d been cutting mats on a hand-driven mat cutter for 19 years at that point and had gotten good at it—his cuts were fast and accurate while still being creative. “My initial reaction when we were approached about
adding (a CMC) to the production side of the business was, ‘No, we don’t need that; we could put the money toward something else in the shop instead,’” Pietro says. “Boy, was I wrong!” According to Pietro, adding a CMC to his shop not only increased productivity, accuracy, and speed and reduced labor costs, but it has also changed the way he and his staff look at mat cutting. “From the front counter to the production side, no longer are we hesitant to sell advanced designs,” he says. “Whether it’s ovals, arch mats, multi-opening mats, V grooves, open V grooves, name mats, 8-ply mats, or one of the many other design options available, it has become much easier to complete the mat orders our sales team comes up with.” Pietro rents his Valiani Mat Pro from Crescent Cardboard Company (the US distributor for Valiani) on a monthly plan. He recently put it to the test when laying out this
For this Boston Red Sox project, a custom cutout of the team’s logo was used to anchor the overall design. Nineteen trading cards were arranged uniformly around the logo with the team’s colors.
brings all the openings together, complements the design, and gives it a more uniform look,” Pietro says. The cards measured 2 ½'' x 3 ½'', allowing for ¼'' of color to show around the cards in the 3'' x 4'' openings. He cut the card openings in the top mat and then added 9899 behind each opening, attaching each card to the bottom mat using
design, which celebrates the Boston Red Sox 2018 World
preservation corners to avoid damage to the cards. This also
Series Championship team with 19 trading cards and a cus-
made the cards easily removable. “When we attached the
tom cutout of the Red Sox logo in the center.
middle mat used in the logo, it actually sat on top of the mat
For the team logo, Pietro used Crescent Select 9830 Blue
layer used behind the cards, creating a space or slight lift
Night as the top mat, Crescent Select 9502 White Sale as the
between the first and second mat layers in the logo,” Pietro
middle mat, and Crescent Select 9899 Red Hot as the bottom
says. “This is a great effect and creates a three-dimensional
mat. He used the Valiani software CorelDraw to import the
look. We then attached the bottom mat used in the logo di-
unique design to be cut. “It’s fantastic for bringing in unique
rectly to the middle.”
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designs to add to what’s already offered,” Pietro says. “It’s
The finished product is a great design sure to be en-
just a matter of tracing out each layer and then bringing the
joyed by any Red Sox fan. Pietro says the design techniques
layers into the software.”
used here can be easily incorporated into any city’s favorite
To center the cards around the logo, he cut five 3'' x 4''
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openings across the top row and five across the fourth and fifth rows. Rows two and three each had two openings—one on each side of the logo. He then added a V groove around the entire mat, 1 ¼'' from the outer edge of the mat. “I really like this look on a multi-opening design as the V groove
20 PFM April 2019
sports team just by using the logo of a customer’s choice. Pietro’s shop has seen a lot of success framing local sports teams’ photos, cards, jerseys, and newspaper clippings. With his computerized mat cutter, Pietro says, he design possibilities are endless.
Reaching New Heights Wizard CMC
T
he mental image of a decoratively cut mat design has always been an opening for a picture with a small cutout beside it. Brian Wolf, CPF, GCF, of Wiz-
ard International, wondered if there might be a different approach for his Chrysler Building design. “If the design could be larger, there would be room to include so much more essential detail,” he says. “And the effect would be truly dimensional if the image could be constructed with several shapes of matboard instead of making it an outline cutout.” Wolf adds, “If there are eight or 10 pieces to assemble to construct the image, though, the project risks becoming an artistic cut-and-paste exercise. However impressive the design might be, the effort and patience required for assembly becomes a roadblock. The CMC was not developed to make decorative matting more tedious, after all.” This notion of assembling a figure from multiple shapes—and minimizing the handwork—raises entirely new questions of engineering that are beyond the usual questions about the sizes of curves and spaces. Wolf’s idea was to connect all the pieces of the image onto different layers of a mat using Trace, the drawing program in the Wizard software. Then when the layers are cut and
Top: There are two layers of the design which hold the seven elements of the building. Bottom: The layers being positioned for assembly with the elements at the top interleaved.
stacked up, the pieces of the image will be automatically in proper alignment. But the specifics of the design raised another question. Wolf says, “The top of the Chrysler building is an Art Deco icon. Those seven semicircular levels with the radiating triangular windows are the truly unique identifying features of the building. Not only must they be included, but they must also be glorious. A seven-layer design is out of the question, so a little trickery is involved; the seven layers are just an illusion.”
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Each half-circle window is shaped so that four of the windows can be attached to one layer, and the three others can be attached to the layer underneath it. Cloud shapes coming from the left and right were drawn and used as
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the connecting elements to suspend four of the windows in the correct spots in the middle of the design. “Inventing these decorative, albeit functional, connecting elements is where creativity meets engineering,” Wolf says. There is one last sleight of hand during assembly to complete the illusion of seven layers. The windows need 22 PFM April 2019
to be interleaved so that each window’s bottom is covered by the next window’s top. The photo of the project in progress shows exactly how each of these seven shapes are incorporated into the two layers and how the windows slip over and under each other in the assembly. In the photo of the completed project, note that there is a third layer on top that holds the final elements that complete the building’s details. This top layer also adds a second layer to the clouds to shroud the mechanics of the understructure. “These ideas are worth exploring with other projects,” Wolf says. “When any design can be made somewhat larger, there is room to include more captivating detail. More detail leads to constructing the figure with multiple shapes to render that detail better. These shapes then need to be attached to multiple layers to simplify assembly. It is a revelation to see how these pragmatic developments lead to a visual transformation—suddenly the design has an impact that a small silhouette cutout does not.” PFM
RETAILING SUCCESS
by Ken Baur
How to Price Moulding on Your Point-of-Sale So�ware Run the numbers to ensure you are charging what your products are worth.
T
cause the POS system will use the higher costs associated with chop moulding instead of the lower price they pay for length moulding. This kind of thinking leads to mispricing moulding. Here is why:
he typical frame shop derives almost
The retail price per foot of moulding should
65 percent of its revenue from sales
not be influenced by how you buy that material.
of moulding. So, if you have the time
It has a fair market price regardless of what you
to study only a portion of your current pricing
paid for it. Yes, if you bought that moulding in
strategy, this category would undoubtedly be
uncut length, it would cost you less than if you
the place to start.
paid to have it chopped or joined, but it still has
Pricing tables work by applying a multiplier of your choice to a range of moulding cost that
the same value to your customer. They do not care how you obtain your materials.
you also establish. Since software systems come
What is most important is that your ta-
with default moulding tables already in place,
ble multipliers should be set up to reflect how
many users assume that those tables are cor-
you buy your moulding. If you buy length, your
rect for them. This assumption is why so many
cost ranges should have many more levels at
shops have inadequate profit. Moulding tables
lower price points (since length moulding is
must be set up with the correct multipliers for
cheaper to buy than chopped moulding), but
your own individual shop. Those multipliers
your multipliers should be much higher in a
are influenced by sales volume, discounts, and
length table than a chop table. That is because
operating expenses. But just as importantly,
you need to multiply length cost by a higher
the correct construction of your pricing tables
number than chop to get approximately the
should be aligned with how you actually buy
same retail. Using accurate costs in the system
your moulding.
and adjusting your multipliers to arrive at the
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Many shops make a very common mistake
correct retail price allows you to analyze the
when setting up moulding price tables by tell-
gross margin you are actually receiving at year
ing the system that they are using chop mould-
end. If you allow the system to calculate retail
ings even though they purchase most of their
pricing using costs that are higher than what
mouldings as length. These shop owners be-
you pay (chop costs vs length), you will distort
lieve that this will give them better margins be-
your profitability.
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Ken Baur is president of KB Consulting, a business helping framers with pricing, profitability,
website development, e-mail marketing, gallery display, statistical analysis, team growth, and sales programs. In addition, he is a featured writer for PFM and conducts numerous seminars for The National Conference, industry open houses, and national conventions.
24 PFM April 2019
For example, if Framer A buys
A bought in length at $0.70 would
ing purchase model, it may not al-
their moulding in length, their pric-
be about $0.95 for Framer B. Since
ways be the case when labor and
ing table’s opening range and multi-
it is the same frame, the value to a
waste are factored into the cost.
pliers could look like this:
customer is the same. That means
Profitability in moulding has
Framer B would also want to sell
become even more complicated re-
the moulding at $3.33 per foot. This
cently with vendors supplying joined
Cost
Multiplier
0.01 - 0.99
4.8
would require a much lower multi-
moulding for only small fees above
This means the software system
plier to achieve the correct selling
chop cost. Now the labor of joining
would price any moulding with a
price; in this case, about 3.5 instead
length purchased moulding must
cost up to $0.99 with a 4.8 multipli-
of 4.8.
also be factored into the equation. In
er. So, if the moulding cost $0.70 per
Framer B is only getting a 72
today’s marketplace, the decision to
foot, the system would use a retail
percent margin on this frame, while
buy frames in length or chop is not
price of $3.36.
Framer A is getting 79 percent. How-
as clear as it once was.
Framer B buys their moulding
ever, Framer A must pay for the labor
Regardless of how you decide
already chopped. Their opening lev-
to cut the frame and, more impor-
to buy your moulding, you must be
el of the moulding price table might
tantly, Framer A will pay for footage
sure your pricing tables reflect your
look like this:
that will never be used in this proj-
choice. Tell your system to use length
ect, because they must pay for sticks
costs if you buy length and chop or
of moulding that come in at about
join costs if you use those models.
9.6 feet. This extra moulding is waste
Then adjust your multipliers so that
Framer B is going to pay about
and runs at an average of 30 percent
they calculate the correct retail, as
50-60 percent more for their pre-
per sale. As you can see, while many
shown in the example above.
chopped mouldings. Therefore, the
custom framers believe that profit is
Pricing very small frames can be
cost of the same moulding Framer
much higher using a length mould-
tricky if you buy length moulding. If
Cost
Multiplier
0.01 - 2.99
3.5
CONTENTS AD INDEX 26 PFM April 2019
you price an 8” x 8” custom frame, the
wanting to have you stretch their art
for your company. Remember
waste will erode any profit you would
and frame it. Since labor for stretch-
that lower multipliers for chop
have made. Most POS systems will let
ing should be charged separately,
and join are okay because you
you set a minimum amount of foot-
your markup on the bars should be
do not have the waste and la-
age for any project. If you activate
manually set to a lower multiplier.
bor costs associated with buying
that option, it will price the frame
Most POS systems will allow you
with at least the minimum footage
to manually set multipliers for spe-
• Manually set minimum footages
you have established. I have found
cific SKUs of items you consider price
to keep small frames profitable
that 6.5 feet is an effective minimum
sensitive. These manual manipula-
(if you use length).
for protecting profits without over-
tions will still allow the system to
pricing small frames.
update the costs of these items when
price sensitive mouldings.
Because moulding tables will
they go up, but it will “lock” the lower
Pricing moulding can be intim-
price everything in the system using
multiplier you create on those items.
idating, but it is essential to maxi-
the multiplier you set for each cost
Here is a recap of the ways to ef-
mizing profits without overpricing.
range in your table, you can easily
fectively use your moulding pricing
If you set your multipliers correctly,
overprice some things that do not
tables:
they will create the pricing you need
need to be marked up as high as the frame you are selling. One good example of this is
• Never use the default pricing pre-loaded
with
the
length moulding.
• Manually
set
multipliers
for
to be profitable and that will allow
system.
you to believe in your own pricing.
Know what markup you need to
When you know you have the correct
stretcher bars. If you allow the system
be profitable in your company.
pricing strategy for your company, it
to use the same multiplier you creat-
• Set the table to use the costs that
will give you the confidence to stop
ed for mouldings that cost the same
match how you buy.
as a stretcher bar, you will probably
• Manipulate multipliers to achieve
become too expensive for customers
the retails per foot that are right
discounting and maximize the effectiveness of your POS system. PFM
PFM April 2019 27
THE WCAF EXPO CELEBRATES
YEARS
AN IMPORTANT MILESTONE FOR THE ART AND CUSTOM FRAMING COMMUNITY By Alexis Orlacchio
D
esigned to be a one-stop shop for all things art and
encourage others to do the same.”
custom framing, the very first West Coast Art & Frame
The Expo welcomed 26 new exhibiting companies and
Expo was held at the Bally’s Las Vegas Hotel & Casino.
also hit a high number of buyers in attendance this year.
It’s been 20 years since the WCAF Expo debuted in Las Ve-
“We received a lot of feedback saying how great the energy
gas, and even though the industry has changed dramatically
was at the show and a number of our exhibitors have told
over the last two decades, the need to bring the custom pic-
us it was their best show yet,” said Deborah Salmon, trade
ture framing community together has not wavered.
show director.
Attendees, exhibitors, and instructors from over 44
Jim McNickle, marketing director for the Fletcher Busi-
countries traveled to Las Vegas to attend the West Coast
ness Group, said the company had one of its busiest shows
Art & Frame Expo, which returned to the Paris Las Vegas
in years. “We were pleased with the interest we received for
Hotel & Casino, January 28-30, 2019, with The National
the company’s TA-350 Auto Saw, joining automation, and
Conference beginning a day earlier. Impressive and diverse
our saw blade technology offered through our Atlas Saw
CONTENTS
booth displays lined the show floor, which kept a steady
Group,” he said. This year, McNickle noticed a variety in at-
flow of attendees shopping and meeting with exhibitors
tendance with many customers from the graphic and sign
throughout the entire event. Among all the feedback from
as well as woodworking industries purchasing equipment at
the show, the same themes kept presenting themselves:
the show. He said, “This is continuing proof of the market
busy, high-energy, and successful.
crossover that we have anticipated coming into framing. It’s
THE EXPO
a good sign for the industry and manufacturers supplying this market.”
AD INDEX
“The show was well-attended and upbeat and our team’s
Attendees and instructors alike stressed the impor-
hard work in terms of new product design and merchandis-
tance of coming to the expo due to the drastically chang-
ing really paid off,” said Josh Eichner, executive vice presi-
ing technological advancements and their impact on run-
dent of Framerica. “Supporting the show helps the overall
ning a business. “The industry and technology is changing
industry by extension. We believe that there is an obligation
so quickly that if you miss a year, you miss a lot more than
among companies like ours to be at the show and we would
a year,” said Kent Untermann, president of Pictures Plus in
28 PFM April 2019
Attendees are able to network with vendors and other framers.
Kapolei, HI. “The education at this show is amazing and you can find so many diversified products in regards to printing and all other aspects of your business.” As the owner and
Framerica showcases their new lines of moulding.
founder of his retail chain that offers prints, mats, frames,
COCKTAIL PARTIES AND SPECIAL EVENTS
home décor furnishings, art on demand services, and more,
At the sold-out 20th anniversary party, guests took
Untermann said he finds coming to the show crucial to the
photo-ops with Marilyn Monroe and Elvis Presley imperson-
success of a framing business.
ators and lined up to get their pictures drawn by caricature
Michael Keeling, sales representative at Universal Ar-
artists, sponsored by Crescent. “We had a number of attend-
quati Moulding, spoke about the convenience the WCAF
ees and exhibitors tell us it was the most fun they’ve had at
Expo brings to his company. He said, “Universal comes to the
a business event!” said Salmon. Three lucky winners were
West Coast Art & Frame Expo because it’s a fantastic ven-
chosen to receive raffle prizes including Caesars Entertain-
ue to be able to showcase the full complement of our entire
ment show tickets, limo transportation, and a free suite for the 2020 WCAF Expo. Salmon continued, “We feel honored to be able to bring the art and custom framing community together once a year, and it’s such an important milestone to be able to celebrate 20 years.” Guests snapped fun pictures with props in a blow-up photo booth sponsored by Larson-Juhl, treated themselves to a chocolate fondue fountain, and enjoyed networking with their colleagues. Among many standout special events was a brand-
Exhibitors offer discounts, demonstrations, and more.
new photo walk to The Neon Museum, one of Las Vegas’s top tourist attractions. During a private tour of the museum, attendees discovered the captivating history behind these
line: the Universal line, the Arquati line, the equipment line,
iconic signs while learning how to take eye-catching photos.
and our value-core line. You need a good opportunity and a
The following morning, they were able to print their photos
good venue to showcase all of those products. Also, the qual-
at the Canon booth as a souvenir from the show.
ity of the buyer here is very, very high.” Melissa Sherman is a design consultant at Sherman McNutly in Los Angeles, CA, who said she enjoys coming to the show every year to stay up-to-date with the framing industry and get important face time with sales representatives. “I always try to offer my clients things other places wouldn’t offer and I have the ability to do that because I come to the show every year and see it before everybody else does,” she said. With the show being held in Las Vegas, Sherman said she feels like she’s getting a vacation on top of priceless networking opportunities.
Special events and parties make great networking opportunities. PFM April 2019 29
Attendees discover new business strategies.
John Ranes II demonstrates mat cutting techniques.
Hands-on workshops continue to gain popularity at The National Conference.
Jay Goltz presents one of his sold-out seminars at The Natonal Conference.
THE NATIONAL CONFERENCE
Attendees enjoy PPFA’s “Welcome to Vegas” cocktail reception.
ees were eager to adopt new marketing strategies and she
Running in conjunction with the Expo is The National Con-
noted a high level of engagement and appreciation from the
ference, the industry’s leading educational program, which
attendees in her seminars.
offers innovative seminars and hands-on workshops every
Hartford joined Jay Goltz, Meg Glasgow, Jim McNickle,
year. The conference featured over 30 new offerings this year,
and Kevin Meath as a panel expert at the Picture Framing
most of which were sold to capacity.
Magazine industry breakfast. This year, the discussion fo-
“The retailers who are taking these classes are the ones
cused on the changing landscape of the art and framing in-
that are going to distinguish themselves in terms of growth
dustry and included insight from these experts on how to
and success,” said Daniel Beauchemin, CEO of Chelsea Frames
best adapt to the new climate. Hartford described feeling
in New York, NY. Beauchemin, a successful interior design-
a new energy during this year’s breakfast panel and was
er and instructor for The National Conference, is a master
pleased to receive positive direct feedback from national and
at building and maintaining connections with the attendees
international attendees. She said, “A marketing director for
that take his seminars and is always willing to continue the
a European glass production company messaged me saying,
discussion outside of the classroom. “There is a true thirst for
‘The panel was such an inspiration,’ and it was refreshing to
knowledge in our industry. I constantly have people emailing
see my persona as exactly what she needed to see. And (my)
me to talk about my classes, I even had someone from Chi-
insight? Worth a million!”
CONTENTS
cago come and visit my shop to see the business first-hand.”
It can be difficult for retailers to have access or devote
Ginger Hartford, founder of EurDesign Studio in Dacu-
time to continuing education, and long-time attendee L.B.
la, GA, reaffirmed the notion that retailers are eager to learn,
Brown emphasized the impact that attending the conference
stay current, and evolve. She said, “Retailers are hungry for
has on her business. As the owner of Clinton Hill Simply Art
education to better understand marketplace trends as well
& Framing Gallery in Brooklyn, NY, Brown said she closes her
as digital marketing and ways to streamline and scale their
shop every year to attend the expo and that her clients al-
businesses.” An instructor for The National Conference, Hart-
ways notice a difference in her energy and inspiration when
ford strives to share her experience and perspectives to help
she returns home. She said, “Whenever I come to the show, I
others in the industry. She teaches seminars on topics like
always take classes. I want to be ahead of the curve and the
social media, marketing, and targeting millennial customers.
instructors here are specialized in certain areas. And if prod-
AD INDEX
“Community is a powerful thing. I’ve always been passion-
ucts are recommended in any specific class, then I can stop
ate about mentoring and coaching retailers to win. Embrac-
by the booth and take a sample.”
ing resource partners with tools and expertise to share not
The National Conference is constantly evolving to offer
only empowers your growth, it’s the best investment you
framing retailers the highest quality and most up-do-date
can make in your own personal development and the future
education to facilitate their growing businesses. General
success of your team and business.” Hartford said attend-
interest courses also draw a huge audience for the confer-
30 PFM April 2019
Ginger Hartford uses her branding and marketing expertise to show attendees how to target millennial customers.
Attendees shop for new moulding samples at the Omega booth.
ence. This year, the conference added brand-new seminars,
sold-out quickly. William Adair presented his keynote semi-
luncheon sessions, and a cocktail reception that focused on
nar, “The Frame in America: A 35-Year Retrospective,” which
the great frames of Europe led by the industry’s best frame
detailed the style and origin of American frames and why
historians. These offerings gave attendees a glimpse into the
they’re more than just a magnificent border.
fascinating insights of these iconic period styles.
“The competition was a blast this year! We had several
In her keynote seminar, “Recharge Your Business: Take
first-time entrants with some beautiful designs,” said Robin
Your Business from Ignored to Adored,” Meg Glasgow, owner
Gentry, Outgoing Chairperson of the International Framing
of Finer Frames in Eagle, ID, demonstrated how to use the In-
Competition Board.
ternet to reach new customers and shared some of her fasttrack success secrets.
The winners of the International Framing Competition, both PRINT and OPEN editions, were announced at the PPFA
Jay Goltz, president and owner of Artists Frame Service in
Competition Reception. Contestants in the PRINT competi-
Chicago, IL, outlined the key aspects of creating and building
tion were tasked with framing a digital print canvas titled
a brand as well as how these tools can transform your busi-
“Waterfront I,” created by James Burghardt. Joseph Boutell of
ness and your bottom line. Goltz opened his business shortly
The Source on Lake in Pasadena, CA, took home first place for
after graduating from college, and it has grown to become the
his piece. Sarah Beckett of SB Framing Gallery in Milwaukee,
world’s largest custom picture frame shop. After a successful
WI, was awarded gold in the OPEN competition for her ce-
run in its first year, his keynote titled “Creating Your Brand:
lestial piece showcasing phases of the moon.“We know how
A More Deliberate Approach to Building Your Business,” was
passionate framers are about their framing because it shows
brought back to The National Conference lineup by popular
in the high caliber of entries we get in the annual digital and
demand.
international competition,” said Valerie Becker, Incoming
“I’ve seen a tremendous positive change in our industry,” said Goltz, who has been teaching for The National Confer-
Chairperson of the International Framing Competition Board.
ence for the past 20 years. “The types of questions I’m asked
WHAT’S NEXT?
are more advanced, the level of engagement is higher, there
“Attendees and exhibitors are excited to see what’s in store at
is generous sharing in the classroom from other attendees.”
the new venue,” said Salmon. Next year, the WCAF Expo will
Goltz recalled reconnecting with a retailer who, within the
be switching hotels to the Rio All-Suite Hotel & Casino Las
past year, has been able to pull himself out of debt and start
Vegas. “We look forward to upgrading experiences for both
building a savings after implementing Goltz’s pricing strate-
our attendees as well as exhibitors and found the following
gies. “More and more people have come back and said they
reasons beneficial to both parties,” said Salmon. A few key
took what they learned at the show and told me it has trans-
highlights of the move to the Rio include flexible classroom
formed their business,” he said.
spaces located adjacent to the trade show floor, an all-suite
PPFA ANNUAL CONVENTION
hotel that provides multiple price points for attendees, larger convention facility, and more.
The WCAF Expo hosted the Professional Picture Framers As-
Mark your calendars for the 2020 West Coast Art &
sociation in Las Vegas. Returning special events such as the
Frame Expo and The National Conference, which will be held
Framers Breakfast, Welcome to Las Vegas Cocktail Party, and
January 26 - 29, 2020, with The National Conference begin-
the International Framing Competition cocktail reception
ning January 25. PFM PFM April 2019 31
Framing for Father’s Day By Meg Glasgow
L
ike Mother’s Day, Father’s Day is a great time to
staple in most frame shops. Designs can get monoto-
highlight custom frame designs in your shop
nous, so here’s a new idea to inspire your own jersey
that would make perfect gifts. Honoring and
frame design. Wizard International asked me to cre-
celebrating all the great fathers and father figures in
ate a frame for a custom Seattle Seahawks jersey that
your life is important—and I’m sure your customers
commemorated their 25th anniversary. Of course,
will agree! These designs not only showcase the cus-
it had to be special, so when it arrived in the mail, I
tom, high-quality nature of framing, but they also un-
started looking for inspiration.
CONTENTS
derscore how a sentimental gift for Dad can also be
I knew I wanted to create a complicated mat de-
a stunning piece of art, worthy of being displayed on
sign that would showcase what the computerized
his walls.
mat cutter can do. That’s when I focused on a shape
AD INDEX
I hope these ideas inspire Father’s Day-centric
that was repeated several places in the jersey. It was
frame designs of your own to create and sell as we
the small shape that resembled bird wings that was
approach this special holiday.
on the jersey numbers and woven into the neck trim.
A MATTING TOUCHDOWN
This became the small detail that became the background of the project.
If football is your dad’s sport, this frame I created for
The bird wing design had to be drawn in the Path-
Wizard may give you some ideas. Jersey frames are a
Trace program before it could be cut. Once the shape
32 PFM April 2019
themed idea. It’s a simple shadowbox with some very cool features. First off, I love the new deep Roma frame with the wood side and black front face. The wood sides add some softness to what would otherwise be an uninspired deep black frame. The outer edge of the moulding isn’t the only side that gets attention. The side walls that line the inside of the frame are built out of the green AstroTurf mat placed at a 45-degree angle and serves multiple functions. In addition to being an important design element, the texture of the turf fits the theme and adds texture and complexity to The wing-like shape found on this Seahawks jersey served as the inspiration for the overall mat design.
was saved as a cut art file, I created the mat design
the design. As an added bonus, it hides the extra support that holds the golf tee in place. I added a narrow black mat to repeat the frame color and to separate the green sides and the glazing. The challenge lay in the fact that the glass is inside
and repeated it 38 times. One click of the computer mouse, and the cutting was underway. After it was cut, I discarded the mat but saved all the wings and glued them on top of the backing board. It was now ready for the fabric overlay. I found this rubber-like metallic silver fabric at a local fabric store. The unusual finish fit the look I was going for, and it was surprisingly easy to work with. I used spray adhesive to apply the fabric to the mat and carefully worked the silver into all the corners. Once the fabric was in place, I added foamboard inside the jersey to give it support, and then stitched it to the backing board. The side walls are often overlooked as a decorative space, but not in this shadowbox. I chose to use the lime Seahawk green to line the inside of the frame. I loved the effect. The bright green reflects off the silver and looks like neon lights. To separate the two colors, I added the black fillet. Finally, I added premium glazing to the project.
CONTENTS
The result was an eye-catching, liquid silver, fabric-wrapped mat that complements the jersey and adds interest without overwhelming the design. The frame made its first play of the game at the 2019 West
AD INDEX
Coast Art and Frame Expo and now hangs in Wizard’s headquarters outside Seattle.
THIS FRAME IS A HOLE IN ONE If your dad is a fan of the links, he may love this golf-
34 PFM April 2019
The space created by the green side walls between the two sheets of glass held the golf ball in place.
the frame. I etched “Pebble Beach” using a vinyl template I cut with my Wizard’s vinyl cutting tool. I don’t use this feature often, but when I do, it’s mostly for cutting letters. And for the vinyl material, I use shelf paper that has a light adhesive on it that’s perfect for applying letter to walls, or in this case, glass. I stuck the template to the glass and used a chemical etching cream to create the letters. As an extra bonus, the space created by the green side walls between the two sheets of glass also held the golf ball tightly in place. To finish off the project, I trimmed the photograph
No matter what team your customers root for, give them something special to celebrate the fathers in their lives.
with a black fillet and then floated it along with the scorecard on the sheet of etched glass. Behind everything, on the furthest layer is the dimpled golf mat from
reveal in PathTrace.
Crescent. The overall frame design is concise without
After a few test cuts,
feeling too crowed and measures 11'' x 28''.
I finally got it figured
A DESIGN HOME RUN
out. I glued the black and red letters to-
This project knocks it out of the ballpark. It’s a dou-
gether and attached
ble-stacked frame and multi-layered mat designed
“Boston” to the rib-
to showcase a collection of baseball cards from the
bon and “Baseball”
famed Boston Red Sox. It was one of the frames I cre-
to the bottom plate.
ated for the Wizard booth at the recent West Coast Art
Then I assembled the
and Frame Expo in Las Vegas. The design inspiration
four layers on top of
came from a Google image search where I found a pic-
the green “AstroTurf”
ture of a Red Sox Christmas ornament with shapes
mat.
that got my attention. I took that idea and turned it into a frame worthy of the World Series winners.
The finished project was a hit at the Expo and for the dad that loves his baseball card collection. The
The frame is a stacked combination of a black
bright contrast between the green turf and the beige re-
shadowbox moulding with a fun pop of red accented
ally shows off the cards and letters and, of course, the
inside. The colors work well against each other, and
red accent makes this frame a home run.
the black lines in the red frame add extra interest. The
These three frame ideas are perfect for sports-lov-
cards are top mounted on a red mat that is surround-
ing dads, but I encourage you to design and showcase
ed by a solid core jet-black mat that is highlighted
framing ideas that focus on other hobbies and inter-
by bell-shaped ends. This element is floated above a
ests your clients’ fathers might have, too. By display-
diamond-shaped bottom mat that is trimmed in the
ing designs like this leading up to the holiday, you’ll be
same true Boston red.
letting your customers know that you are their one-
This is where the mat cutting begins to get tricky.
stop shop for a custom, handcrafted gift for dad. PFM
Using the same two colored mats, I designed and cut a ribbon shape using Wizard’s PathTrace program. I repeated the same bell-shaped design to cut the second shape that would become the plate under the letters. Cutting “Boston Baseball” out of one color wasn’t a problem but, of course, I wanted the black letters trimmed in a second red accent to make them really stand out. That required a little more work designing the second mat
Meg Glasgow The owner of Finer Frames in Eagle, ID, Meg 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.
PFM April 2019 35
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Essential Elements of Selling a Business Use this guide to sell your framing business at a profit.
T
hey say all good things come to an end, and inevitably there will come a time when you, the owner, need an
exit strategy from the business. A business can be sold, handed over, or closed. It’s not easy selling a small business, let alone one that is
dream” or the “worst house on the best street.”
comparably unique and specialized like custom
Many business buyers don’t know anything
framing—but with some strategic planning on
about custom framing. How would they know
your part, you can facilitate a successful sale to
what they’d need to do to renovate it so it be-
kickstart the next phase of your life.
comes more profitable? In the eyes of a buyer,
It’s helpful to start thinking about your exit strategy from the time you open your business.
purchasing a frame shop in need of major updates is fraught with risk.
For example, naming my shop “Jared’s Picture
Not only does your business need to
Framing” will limit me in the future when it
sound appealing to buyers, but it also needs to
comes to selling (unless I can find another
operate well and show solid figures. Let’s take
Jared to take it over!). A good sales plan can
a closer look at the essential elements needed
take years to implement. A forward-thinking
to successfully sell your frame shop.
approach is required to maximize the value of your investment and increase your chances of
Finding a Buyer
finding a buyer when the time comes.
Many framing retailers sell to buyers who are
CONTENTS
Much like selling a house, you may need
already familiar with the industry, such as em-
to update and renovate things in your busi-
ployees or other picture framers. It’s not easy
ness to achieve the highest market value upon
finding a buyer for a framing business outside
selling it; and, unlike selling a house, you can’t
of the industry as it’s not a broadly understood
market your frame shop as a “renovator’s
concept. Cath and Tony Stocks own Framing
AD INDEX
Jared Davis has 25 years of industry experience and is the business development manager for Megawood Larson-Juhl in Australia as well as a consultant for Gunnar International. In addition to writing for PFM, Jared also travels extensively as an educator and speaker, teaching at many industry shows and seminars around the world including The National Conference. Jared also serves on the PPFA Board of Directors and is the author of the book “Getting the Most Value From Your CMC.” He leads several sessions at The National Conference in Las Vegas every year.
36 PFM April 2019
There are several practical steps you can take as a business owner to ensure your frame shop appeals to prospective buyers.
to a T in Melbourne, Australia, and are familiar with the
ness broker to sell your business for you. A broker may be
process of selling one of their previous businesses. They
able to help find a potential buyer, but he or she can’t pro-
listed their business with a broker for a short time and re-
vide any functional insight into how your business actually
ceived little interest. They were hesitant to put out a “for
works. So be prepared to step in and help handle this part
sale” sign because of the potential negative impact on the
of the process. This also helps develop trust with the buyer.
community.
Pre-consider a buyer’s necessary due diligence and be
Cath Stocks says she started thinking about the type
prepared to provide transparent information such as fi-
of person who might like to own Framing to a T. “I looked at
nancial tax returns, customer databases, and reports. Even
my existing customers who love visiting our framing busi-
information on who your local competitors are and where
ness and enjoyed the experience of our store. These clients
your business comparatively stands is helpful. The Ings
had a recognizable passion for beautiful things, design,
also demonstrated trust by offering to spend two weeks
and custom framing. I also looked at who I thought could
working with a potential buyer in their business before a
afford to buy the business,” she says.
financial transaction was completed. They also offered to
Out of the handful of people Stocks approached, one “was delighted I thought of her, and it worked out,” she
work an additional two weeks after the financial transaction was finalized to help with the transition.
adds. “We encouraged her that she could take the store to the next level with her own creativity, enthusiasm, and en-
Showcasing Value
ergy. We also understood that providing training and sup-
Many buyers quantify the primary value of a business as
port was very important to her.”
tangible assets such as inventory and equipment and devalue the non-tangible elements such as goodwill.
Building a Business Prospectus
Glenn Vardy of Frames Now in Melbourne, Australia,
The Stocks also created a business prospectus to prepare
offers a different perspective. Vardy owns multiple frame
for selling the shop. Its purpose was to provide a new own-
shops and has bought and sold framing businesses in the
er(s) with an overview of the business, including basic de-
past. He says, “There is definitely value in the goodwill of a
tails such as number of employees, regular business hours,
business, especially if it has been in the same geographic
and holiday schedules.
location for more than five years.”
“I also wanted it to highlight the desirable and pos-
When you consider that custom framing is not a fre-
itive aspects about the business,” Cath Stocks says. “We
quent consumer purchase, many customers take several
included photos of appealing pictures of the shop inside
years between visits, so it could take five years or so for
and outside, including the workshop. The prospectus also
a business to benefit from a significant portion of repeat
contained images of the type of custom framing work we
clientele. However, if the business has relocated over this
do and even photos of happy customers consulting at the
time, then the goodwill attached to the store location could
counter. It did not provide any figures or sensitive business
potentially be compromised; this is because after several
information; that was only revealed after a confidentiality
years between purchases, the consumer may only be able
agreement was signed.”
to recall the geographic location of “that framer I used”
The Stocks had the prospectus professionally printed and bound in a book-like folder with a local printer.
over and above the name of the business or person behind the counter. Thus, the geographic location of your framing
CONTENTS
business is highly valuable—especially if you can say it is
Developing Trust
a longterm location.
Garry and Vicki Ings of Boutique Framing in Brisbane, Aus-
AD INDEX
tralia, have successfully bought and sold picture framing
The Essentials
businesses in the past. They emphasize that it is vital to
Put yourself in the shoes of a buyer for a moment. Consider
develop trust with a buyer. Putting yourself in their shoes
everything that is needed to make your business interest-
to find out why they’re interested in your business is key
ing and appealing for them. Keep in mind that it is a huge
to understanding the relevant information they’ll require
personal decision and investment to make, and emotions
to make a favorable decision.
could be in play. The buyer needs to feel that it’s the right
The Ings point out that you can’t just rely on a busi38 PFM April 2019
decision to make before committing.
Let’s assess some of the essential elements you
reveal this information will help verify value in good-
should have in place to maximize your business for a suc-
will. A database is also essential for direct marketing.
cessful sale.
Who is your prime demographic, and how do you actively reach out and market to them? Can you show
1) Accurate Figures. No one buys a business without
these activities and any analysis of their results?
reviewing the figures. Be aware that any practice of cash skimming is not a sellable perk of a business.
8) Business Manual. For buyers unfamiliar with our in-
Smart buyers will only believe the numbers they can
dustry, a resource such as a detailed business proce-
see in writing. Make sure you maximize your figures
dure manual can be highly valuable and create peace
to demonstrate your true cash flow and profitability.
of mind. They are extremely valuable for training new
It’s also advisable to have any prospective buyer sign
staff and maintaining standards. Everything from
a non-disclosure agreement before parting with your
how to open the shop to how to quote for a job can be
business details and financials.
included. Some businesses even record step-by-step photos and videos of their methods and procedures to
2) Branding. A good, recognizable brand can transcend
maintain consistent quality benchmarks. If you don’t
the value of a business, but it does take years to devel-
have one already, I encourage you to start brainstorm-
op. Consider every aspect of your business that could
ing this as it can take a while to put together.
incorporate and benefit from a unified approach to delivering a consistent brand and message. Every-
9) Reduce Inventory. Push to sell the products you have
thing from your signage, website, and social media
in your store first to improve profitability and reduce
to business stationery all helps build a recognizable
your stock levels. Take control of your purchases and
business image.
watch what you buy. It doesn’t hurt to pump up your profitability through sensible strategies like this.
3) Street Appeal. Just like selling a house, if there’s competition in the market, your business has to look good
10) Declutter. Clean up those dead stock lines. It’s time
and appealing from the outside before any potential
to trash that old moulding stock and those short
buyers will consider looking at it from the inside.
lengths. They take up space and make your space appear cluttered. In the case of selling a business, the
4) Updated Signage. If your signs are more than five years old, chances are they could do with replacing.
empty space created can potentially be worth more than the stock itself.
5) Refurbished Showroom. There’s something magical
11) Positive Customer Testimonials. It’s not hard to re-
about a fresh coat of paint. Keep in mind that partially
search a business on Google and Facebook, and in the
completed renovations can be suspect and might also
eyes of a potential buyer, a long history of five-star
highlight what hasn’t been refurbished.
customer reviews and positive testimonials can help sell the value of your business reputation for you.
6) Website. Today, if you don’t have a website, you don’t
CONTENTS AD INDEX
have a business. And just having a Facebook page for
12) Updated Equipment. In the age of the internet, it’s
your business doesn’t count, especially in the eyes of
not hard for a potential buyer to quickly research and
younger consumers. On top of renovating your busi-
confirm the “true” value of your equipment. If your
ness, you may also need to renovate your website. For
equipment is outdated or antiquated, you not only
example, a good website needs to be mobile-friendly.
run the risk of a potential buyer finding out, but it may also raise questions about other aspects of your
7) Customer Database. Not only do you need a custom-
business. Make sure you do any necessary capital im-
er database, but you should also be able to provide in-
provements to update your equipment so it doesn’t
sight into who your target customer is, how often they
become another new problem for a buyer to deal with.
buy, and how much they spend with you. Reports that 40 PFM April 2019
13) Point-of-Sale Software. Pricing custom framing is
be a risk and trigger an immediate flag for a buyer to
not a straightforward process, and given the technolo-
conduct some deeper due diligence. Is your business
gy available in today’s market, it shouldn’t be calculat-
highly dependent on you or any of your staff? What
ed by hand with pen and paper. Make sure you invest
are the liabilities to your business, and how can you
in a POS software system so you can confidently han-
minimize or stabilize these as best as possible for a
dle your pricing. Use your system to generate useful
prospective buyer?
business reports and analyses you can share with a new buyer to help them keep track of the pulse of the business from the get-go.
For most custom framing business owners, aside from their home, their business is likely their biggest personal financial investment. But the question is, do you treat your
14) Training and Support. Compared to other business-
business like an investment? If you’ve comprehensively
es, there are quite a few complex aspects involved in
checked all the boxes from the points above, then you’ve
running a successful picture framing business. These
got the best chance of making a successful sale. Howev-
can be quite specialized to figure out and learn. Some
er, much like those reality TV shows where people reno-
sellers are eager to get their money and get out, but of-
vate their for-sale homes only to fall back in love with the
ten times, buyers prefer sellers who can provide some
place, you may check off this list and end up loving your
support and a comfortable transition process. Be pre-
business again! These steps can be taken to grow your
pared to include this in the package.
business at any stage, so no matter if you’re ready to retire or just starting out, you use this guide to boost your profits
15) Identify the Threats. Assess the risks your business
and reenergize your shop. PFM
presents from a buyer’s point of view. For example, a business with only six months left on its lease could
HAVE A QUESTION OR COMMENT? TELL PFM WHAT YOU THINK. Mail letters to PFM 83 South Street, Unit 307 Freehold, NJ 07728 Call 732-536-5160, Fax to 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com PFM April 2019 41
The Dos and Don’ts of Business Insurance By Rob Markoff, CPF
T
here are many different types of insurance; for your
CAPAX and Meadowbrook brokerages because they shop
home, for your life/health, for your vehicles and
several companies for the best deal yearly—and, more im-
watercraft, and for your business. The obligation to
portantly, they know our industry and the situations we face
have business insurance may be dictated by your landlord,
as framers. If you are a member of the Professional Picture
lender, or governmental agency such as providing disabili-
Framers Association, Meadowbrook offers a Workers Comp
ty, unemployment, or workers compensation insurance for
policy that pays a dividend (a return of premium based on
your employees. You may also need coverage for company
how safe the group is). The dividend has paid for my PPFA
vehicles and even autos owned by your employees that may
membership with money left over.
occasionally be used to run company errands.
My business does many installations in commercial
It can be confusing to choose the best policy. This arti-
buildings, often requiring Certificates of Insurance to be
cle addresses basic business insurance needs and provides
furnished to the building management (who also may have
some pointers to help select the best policy and coverage for
specific language and policy liability requirements). These
the dollars spent.
certificates must be issued and submitted prior to gaining
Insurance is the equitable transfer of risk from one par-
building access. My brokerage issues me the certificates
ty to another. For a fee (the premium), the insurance compa-
promptly, which makes the jobs go smoothly, and I do not
ny agrees to assume defined risks outlined in an agreement
have to deal with the bureaucracy of a big insurance com-
(the policy). The lower the risk (by total value, classification
pany.
CONTENTS
of activity, location, construction, higher deductible, etc.), the
Most business insurance starts with a boilerplate policy
lower the amount paid. Alternatively, the more risk the in-
called a BOP (business owners policy). This policy contains
surer assumes, the higher the amount paid.
the basic protections that most small businesses need. Not
AD INDEX
Insurance can be purchased directly with an insurance
all BOPs are equal and some offer better protection than oth-
company, such as State Farm or Farmers, or through an inde-
ers. Lower-priced insurance policies may not offer the best
pendent broker or a brokerage agency like CAPAX or Mead-
coverage to suit your needs.
owbrook. A broker will help you determine your insurance needs and then shop several different insurance companies
WHAT TO LOOK FOR IN A BOP
to get you the best deal. The broker or brokerage is not the
There are three forms of coverage available in a BOP: Basic,
insurance company. They can help streamline your relation-
Broad, and Special. The differences are the number of “per-
ship with the insurance company you choose. I work with
ils of loss” covered. Less expensive policies may have few-
42 PFM April 2019
er named perils that require finding the coverage in your
tween BOPs, look for per occurrence coverage.
policy that applies to the loss. A Special Coverage policy
Most BOPs have “business interruption” coverage. That
covers everything not specifically named as an “exclusion.”
means that if you have a loss (from a named peril such as fire
The insurance company must find a named exclusion in
or a broken pipe) that inhibits your ability to stay open for
the policy to deny the claim instead of you finding the cov-
business, you will receive money from the insurance com-
erage in the policy that applies. It is the best form to have.
pany to keep you going. If you lease your store space, your
When choosing a BOP, look for Special Coverage.
landlord may require you to continue to pay rent, even if the
Unfortunately, the benefit of having insurance is best realized when settling a claim. The language of your policy
place in uninhabitable. Loans on your equipment are still due despite their total loss.
will help determine how you will be reimbursed for items lost. You need to choose between Actual Cash Value and Re-
POLICY DIFFERENCES
placement cost. ACV sets a limited reimbursement based on
Your policy may have business interruption coverage. The
the remaining life of the item. For example, if you have a
question is, for how long? All policies are not the same.
total loss and your older CMC is damaged, ACV will only re-
Some only offer 30 days. If my shop burned to the ground,
imburse you for the depreciated remaining life of the item.
it may take 30 days just to get the permits to rebuild, and
You may have to look for a used machine to replace what
finding a contractor to do the work on short notice may be
you had. Functional replacement cost will allow you to re-
difficult. Make sure you have business interruption cover-
place the lost machinery with state-of-the-art machinery.
age for as long as you feel it will take to get back in busi-
This is substantially better coverage for technology such as
ness. Since the insurance company is out of pocket, as long
CMCs and computers. When choosing between BOPs, look
as you are not open for business, they are incentivized to
for Functional Replacement Cost.
assist you in “being made whole” as quickly as possible.
The length of coverage of your liability is also important. Liability coverage is offered Per Claim or Per Occurrence. Per
They may even help you find a temporary location to operate in while your existing space is being repaired.
Claim covers losses that only occur during the policy period,
The building where your business is located is protected
and claims are made only when the policy is in force. This
by your insurance policy against damage from things like fire
means that if you switch insurance carriers and an incident
or water entering from storm-related roof damage. The front
happened while the old policy was in force, but a claim is
windows may be covered for breakage or vandalism. Your
filed after you switched carriers, your old policy will provide
customers’ goods may be protected from theft and damage
no coverage.
from named perils. However, most policies specifically ex-
Per Occurrence covers losses that occurred during the policy period, even when a claim is presented years after the
clude damage to your customers’ art while actively being worked on.
policy expired. If you do work outside your business (such
Many framers assume that if they have “insurance,” they
as installation), Per Occurrence coverage may be required by
are covered if they (or their employees) accidentally damage
the people for whom you do work—especially if Certificates
a piece while it is being framed. This is largely untrue, and
of Insurance are requested. Therefore, when choosing be-
is sadly discovered to be so by many while they are filing a
CONTENTS AD INDEX 44 PFM April 2019
GET LISTED
IN THE PFM 2019 DIRECTORY THE #1 SOURCE FOR FRAMING PRODUCTS AND EQUIPMENT ALPHABETICAL LISTING A comprehensive list of participating suppliers that includes full contact information. PRODUCT INDEX With 37 major categories and 254 subcategories, retailers can find whatever product they’re looking for. 2019 PRODUCT SHOWCASE This special section highlights the top-selling and most innovative products from featured suppliers. ARTICLE INDEX Articles published in PFM organized by topic and listed alphabetically.
Create Your FREE Listing by April 12, 2019 www.pfmdirectory.com For expanded listings and advertising opportunities, email sales@pfm-group.com or call 732-536-5160 Ext.222
claim. To confirm that you are adequately insured, ask your
3.c (2) Negligent Work
agent or broker to provide the answer to this question in
My policy had a limit of $15,000 per occurrence, but only
writing: “Are my customers’ goods insured against marring
applied when the loss was $250 or more and was subject to
and scratching while actively being worked on?”
a $250 deductible. The additional cost per year was nominal
If the answer is yes, then the next questions should be,
compared to the protections the extension provided.
“What is the total coverage I have per piece, and what is the deductible?” Those limits should be in line with the value
OTHER CONSIDERATIONS
of the goods you frame and will determine the cost of your
Your premiums are determined by the value of what is
premiums as well.
being insured. Be sure to accurately list the value of all
If the answer is no, you should consider adding a Cus-
fixtures, equipment, and improvements to your space. If
tomers’ Goods Extension. This addition to your policy will
during the policy period you acquire a new piece of equip-
specifically state that the sections that exclude damage
ment or there are changes in the value of the customers’
from “marring and scratching” (and perhaps other named
goods on hand, be sure to contact your agent or broker so
perils) are void and replaced with language that adds the
that your policy will reflect those changes.
protection you need. Here is the language from a policy I had for my business, under “Exclusions:”
If you have a lease, be sure that your agent or broker reads it to confirm that the insurance requirements are met
Item 2: We will not pay for physical loss or physical
by the policy you choose. Pay special attention to the respon-
damage caused by or resulting from:
sibility for the glass on your storefront. You may think that
Miscellaneous Types of Losses
they are part of the common area and are covered by the
(6) The following causes of loss to personal property
landlord’s insurance, but many leases make them (and your
(a) Dampness or dryness of atmosphere; (b) Changes in or extremes of temperature; or (c) Marring or scratching.
signs) your responsibility. Pay your premiums on time. Some insurance companies allow you to pay monthly, quarterly, or split your premium
Item 3 (c) Negligent Work: Faulty, inadequate
payment in half. Be aware that there may be a “rebilling” fee
or defective:
for split payments that can add up (sometimes adding $100+
(2) Design, specifications, workmanship, repair
to your premiums), so pay as much as you can in the short-
(3) Materials used in repair
est period of time. If you are perpetually late, you may be denied future renewal and if you are canceled for non-pay-
By adding a Customers Goods Extension the same policy now reads: A. Covered Property We will pay for direct physical loss or damage to the property of others while In the care, custody
ment after 30 days, you will have to find a different carrier. Don’t become complacent. Shop your policy annually (or use a broker who will automatically do this) so you are not overpaying for the same coverage. Finally, take pictures of the exterior your building, your
or control of the Named insured for framing,
signs (and be sure you have coverage for them), all the in-
repairing, alterations or processing while:
terior walls, lighting and displays, and all your equipment
CONTENTS
1. At the described premises;
and your workroom. Open all cabinets and drawers and take
2. In the course of transit or in any motor vehicle
pictures of the contents. Most importantly, store these pic-
that you own, lease or operate between points
tures off premises. Having pictures will assist you in making
in the coverage territory; or
claims, should you ever need to. PFM
3. Temporarily at a premise you do not own, lease or operate.
AD INDEX
Rob Markoff, CPF In addition, the extension states: C. The following exclusions under paragraph B. 1 of Section B – Exclusions of the Specialty Property Coverage form are deleted: 2.c. (6) (c) Marring and Scratching; and 46 PFM April 2019
Rob has been framing for over 40 years. With his wife, Barbara, he operates Gallery Services, a contract framing company, and Artrageous!, an art and framing retail company in San Diego. He has written extensively for industry publications and is a featured speaker/educator at framing venues in the U.S., Canada, Russia, and Australia.
CROSSWORD CHALLENGE ACROSS 1 Vector graphics editor often used in CMC operations, 2 words
DOWN 1 One of the C’s in CMC 2 Copy
7 Use scissors
3 The, in French
9 Look at in a discerning fashion
4 Change color
10 Gift wrapping need 11 Refinement
5 A space which gives your eye a resting place
13 Prefix with center
6 Comic
14 Take advantage of
7 Outline
15 Conjure up, as memories 16 It holds the artwork away from the surface of the glazing
8 Motif 12 Shout after a discovery 15 Smooth and level
17 System of measurement
18 Points where mat surfaces meet
20 Bright and striking color quality
19 Pumpkin-buying month
22 Night-sky light
20 Colorful
25 Mat board with a smooth,
21 All the ___ and whistles
texture-free surface 27 Method for attaching artwork to the mount board, 2 words 29 Liner paper adhered to the back
23 Color variations 24 Move with a humming sound 26 Los Angeles university 28 Audio-visual, abbr.
of a frame, 2 words 30 Girl relation
SEE PAGE 49 FOR THE SOLUTION
LIKING THE CROSSWORD? SEND US YOUR FEEDBACK! Call 732-536-5160, Fax 732-252-2270 Attn: PFM Editor or email editor@pfm-group.com PFM April 2019 47
Product Showcase
888 Manufacturing
Decor Moulding
New EZ_Easel attaches to wood frames to form a simple easel that will work on wood frames up to 11” x 14”. Made of steel in zinc, black, and brass finishes. Matching screws included.
Introducing Algarve, a new line of six styles with attractive textured surfaces in white and black, exhibiting distressed highlights. Three contemporary flat profiles and great rabbet depths of 7/16, 9/16”, and 1-1/8” will make Algarve a very popular line. Perfect for all types of art! Order corner kit #CS-ALG to get these styles on your walls today.
Call: 888-338-3318 www.888mfgcorp.com
Call: 800-937-1055 www.decormoulding.com
Delta Picture Frame Co.
Easy Leaf
Introducing a brand-new shadowbox moulding which features a gloss finish and is available in black or white. This moulding is 1'' wide x 2'' tall. For samples and pricing, please call the office; and to view new products, please visit the website.
Wunda Size is a water-based, synthetic size for gilding that reaches tack in 15 minutes. It can be thinned with distilled water up to 10 percent, and has an open time up to 36 hours. It is highly recommended that the gilded surface be sealed after gilding.
Call: 800-327-5482 www.deltapictureframe.com
Call: 800-569-5323 www.nnigroup.com
Fletcher Business Group
Framerica
The “original” Albin EaselMate enhances the appearance of tabletop displayed artwork and graphics. It is designed to work with canvas wraps, print-on-metal graphics, and traditional framed artwork. Available in a variety of retailer packs for upselling opportunities (ex. single, two-piece, bulk).
Framerica’s Chalked Collection has expanded to include Dusky Shagbark, featuring black notes with grey side-tones and cerused grains. “Dusky Shagbark has a lot of character,” notes Josh Eichner. “It really looks great with chalked graining.” Shagbark and the entire Chalked Collection are available in profiles ranging to 3''.
Call: 860-828-3400 www.fletcher-terry.com
Call: 800-372-6422 www.framerica.com
CONTENTS AD INDEX
Larson-Juhl
Michelangelo Moulding
Inspired by the tropical Brazilian Carnival festival, Larson-Juhl’s newest collection, Carnivale, features a bold color palette and hand-distressed finishes. The color combinations are endless! This rustic collection is versatile and works well in a number of different decor styles.
Several stand-out profiles in extraordinary new wood finishes were introduced at the 2019 WCAF Expo. The seven available tones are black, dark walnut, natural, charcoal, walnut, off-white, and grey; shown here are the 297 profile renditions. Must be seen in person: they are soft, delicate, and almost ethereal.
Call: 770-279-5222 www.larsonjuhl.com
48 PFM April 2019
Call: 877-422-8812 www.michelangelomoulding.com
Universal Arquati Universal Arquati is excited to present the new Edge collection by Universal. This collection incorporates mid-century designs with tones suitable for contemporary interiors. The Edge collection features high-quality veneer finishes, as well as high gloss and mattes, in two profiles for glass framing or floater designs, with the recent addition of white wash. Samples of this collection are available now. Please contact your local sales representative or UA by phone or fax (661-362-6262). Visit the website to view these mouldings as well as UA’s entire collection.
Crossword Challenge Puzzle Solution
Call: 800-668-3627 www.universalarquati.com
PFM April 2019 49
Distributor Spotlight
CONTENTS AD INDEX 50 PFM April 2019
DISTRIBUTOR SPOTLIGHT A complete innovative marketing section designed especially for distributors. For more information, sales@pfm-group.com
CLASSIFIEDS HELP WANTED Immediate opening for an experienced picture framer in McLean, VA, with future management opportunity. Design, sales, and production experience required. Must be knowledgeable in operating a computerized mat cutter. Familiarity with FrameReady software is a plus. Must have reliable transportation. Must have excellent communication skills. Must be reliable and dependable. Compensation: commensurate with skill level. Hours of operation: 9 a.m.-6 p.m. Monday-Saturday. No Sundays. Average work week of 40 hours. Contact Charlie at 703-9323615 or cboswell@colorwheel.net. Global Art Inc., a manufacturer/distributor of unique contemporary picture frame mouldings, is currently seeking experienced, highly motivated sales reps to call on new and existing accounts in some of our well-established territories. For information about the company, please refer to our website; www. globalartinc.com. Individuals who are interested in the position should send an e-mail to globalartmf@aol.com or call 1-866-310-4278. Skilled Sales Professionals Wanted throughout the U.S. Are you a seasoned professional who goes the extra mile for your customers to ensure satisfaction and loyalty? Do you focus on growing customer relationships by providing real value and
unexpected solutions? Do you relentlessly overcome obstacles to becoming your customers’ supplier of choice? Omega Moulding is a framing industry leader seeking highly motivated, organized sales professionals in many uncovered territories in the U.S. and Canada. If you’re looking to join our growing, dynamic company, inquire confidentially to salesjobs@omegamoulding.com. Independent sales reps for domestic custom moulding manufacturer in many open territories. Nickell Moulding Company has produced moulding for more than 35 years and is looking to expand in the picture framing industry. We offer custom prefinished hardwood moulding and wrapped MDF moulding. Our target market is OEM framers able to buy footage. Visit www.nickellmoulding.com. Not a problem if you already represent a poly moulding line. Call George Nickell at 574-264-3129.
FOR SALE Picture framing store in suburban Philadelphia, established for 28 years, and owners retiring after 17 successful years. The store is open for 39 hours per week (no evenings) and perfect for someone wanting an established small business. $140K in sales, net $55-60K, equipment and inventory worth approximately $25K. $75K or make offer. Call Joe at 610-864-0631. Do you love framing? Own your own shop, or add another profitable location. Do you think
this is out of reach? Here is your chance! 30+ year shop on beautiful Central California Coast with great location, lease, affluent and loyal customer base, 5-star reputation, SBA approved, profitable, possible live-in for up to 1 year, and flexible terms. Serious inquiries only to Ray Lilly at 805-796-9769 or rlilly@westchester.financial. Profitable custom picture frame shop for sale in beautiful St. Petersburg, FL. Turn-key operation. Located since 2005 in a Home Depot shopping center. Seven years remaining on lease. Sale includes Lifesaver POS, VacuSeal 4468H drymount, Wizard mat cutter, Universal double miter saw DY-AW 150, Miter Mite VN 144 underpinner, two work stations, and all existing stock at time of closing. Google 'Tyrone Frame & Mirror' for pics. Call Dan, 727-542-2000. Gross $160-$180K. Net $75-$90K. $129,900. Financing available to qualified buyer. A 50-year veteran Cleveland, OH picture framer/ art dealer looking to sell his business. Opportunity of a lifetime to acquire a career. Six thousand dollars down acquires a career of your own; $150,000 in sales; $50,000 of equipment/inventory; $500 weekly initial salary. Owner willing to finance the remaining purchase balance over a five-year period; willing to stay on board until you have gained his 50 years of industry knowledge. Contact artbox1@att. net for more details.
PFM April 2019 51
Index Advertiser
Page
Advertiser
Page
Active Sales ............................................................................................50
Larson-Juhl ............................................................................................15
800-937-2255
800-438-5031
www.activesalesco.com
Alpina Manufacturing, LLC ......................................................................51 800-915-2828
www.fastchangeframes.com / www.bannergrip.com
Arlo Spacemaker Products, LLC................................................................41 800-332-2756
www.reevesextruded.com
www.larsonjuhl.com
LifeSaver Software..................................................................................27 770-720-4735
www.lifesaversoft.com
Michelangelo Moulding ...........................................................................13
Atlas Saw & Tool .....................................................................................19
877-422-8812
800-843-3826
Miter Master ...........................................................................................51
www.atlassaw-tool.com
Bella Moulding .......................................................................................39 888-248-6545
www.bellamoulding.com
Capax-Frame It ......................................................................................27 800-942-2729
www.capax.com
800-446-6622
www.michelangelomoulding.com
www.qualitysaw.com
Omega Moulding Company ...............................................7, 44, 47, 49, 53 800-289-6634
www.omegamoulding.com
CMI Moulding .........................................................................................50
Picture Framing Magazine...........................................................16, 17, 45
301-476-7440
800-969-7176
www.cmimoulding.com
Crescent Cardboard Co. .......................................................................5, 21 800-323-1055
www.crescentcardboard.com
Decor Moulding & Supply ..................................... 25, 44, 47, 49, 51, Insert 800-937-1055
www.decormoulding.com
Engelsen Frame & Moulding ....................................................................50 800-422-6731
www.engelsenframe.com
Fixons ....................................................................................................50 714-526-3455
www.fixons.com
Foster Planing Mill ..................................................................................50 323-759-9156
www.fosterplaningmill.com
FrameReady ...........................................................................................50 888-281-3303
www.frameready.com
www.pictureframingmagazine.com
Professional Picture Framers Association ..................................................55 732-536-5160
www.ppfa.com
Quality Saw ............................................................................................50 800-446-6622
www.qualitysaw.com
Rhonda Feinman Custom Frames ...............................................................6 800-297-1566
www.rhondafeinman.com
Rustic Creations ......................................................................................33 800-410-3200
www.rustic-creations.com
Studio Moulding, Inc. ..............................................................................37 800-262-4174
www.studiomoulding.com
Framerica.................................................................2, 3, 4, 47, 49, 53, 56
Ten Plus..................................................................................................43
800-372-6422
888-944-8899
www.framerica.com
FrameTek ...............................................................................................51 800-227-9934
www.frametek.com
CONTENTS
framingengine.com.................................................................................26 877-932-2329
www.framingengine.com
www.tenplusframes.com
Tru Vue ..................................................................................................11 800-621-8339
www.tru-vue.com
Universal Arquati ......................................................................................9
Frank’s Fabrics for Framers .....................................................................50
800-668-3627
888-332-2749
Wizard International ...............................................................................23
www.franksfabrics.com
AD INDEX
Gluefast Company ..................................................................................50 800-242-7318
www.gluefast.com
Hoffmann Machine Company ..................................................................50 866-248-0100
www.hoffmann-usa.com
888-855-3335
www.universalarquati.com
www.wizardint.com
Z Hardware ............................................................................................50 800-369-5970
www.zhardware.com
Jack Richeson & Co. ................................................................................50
Ziabicki Import Co. .................................................................................51
800-233-2404
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52 PFM April 2019
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What design departures might be seen on some frames
features and appointments to evoke the heroic past.
of this style? While Foster Brothers made a wide variety of
What type of artwork would this frame most likely house?
styles, this particular form, drawing on Northern European
These frames are most often found on the paintings of Wil-
inspiration, always included a variant of the crosseted cor-
liam McGregor Paxton (1869-1941), an American painter
ner. Within that form, the embellishment could vary from
and instructor who embraced the Boston School paradigm
simple, undulant lines (Metropolitan Museum of Art) to the
and was a co-founder of The Guild of Boston Artists, and
more ornately patterned (Museum of Fine Arts, Boston).
Edmund Tarbell (1862-1938), an American Impressionist painter and member of the Ten American Painters.
What furnishing/interior styles accompanied these style frames in their time? Created during the Gilded Age, aes-
Additional comments and/or anecdotes. It is interesting to
thetically appointed environments much like those de-
note that both Paxton and Tarbell were inspired by Dutch
scribed in a Henry James novel; elegant homes seen as
artist Johannes Vermeer (1632-1675) and the quality of light
both a refuge and an opportunity to display the wealth and
and meditative calm that permeated the artist’s paintings.
refinement of the owners. Colonial Revival interiors were
Thus, the artists surrounded their Dutch-inspired paint-
also popular during this time and drew on architectural
ings with a Dutch-inspired frame design. PFM
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Style
SNAPSHOT By Suzanne Smeaton
What style frame is this? An American Arts and Crafts frame by Foster Brothers. Where is it from? The Foster Brothers company of Boston, MA, which was founded in 1875 by John Roy Foster and Stephen Bartlett Foster. What time period is it from? The early twentieth century. By this time, Foster Brothers had become one of the finest and most highly regarded frame making companies on the Eastern Seaboard.
Johannes Vermeer, A Maid Asleep, c.1657, oil on wood. The Metropolitan Museum of Art, New York City.
Who was instrumental in developing this style of frame? Foster Brothers most likely pioneered this style of frame, drawing heavily on styles from the Golden Age of Dutch history during the seventeenth century. What are the defining/common characteristics of this style? Crosseted corners (sometimes referred to as “dog-eared” corners); wide, dramatic profiles; and decorative elements that included reeds, checkerboard patterns, ripple or “flame” molding, virtuosic carving, and rich, buttery gilding. The word “crossette” is an architectural
CONTENTS
term originating in early 1700s France that describes a projection at a corner of a door or window architrave.
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Suzanne Smeaton is a self-employed frame historian, consultant, and certified appraiser of frames. Best known as a pioneer in the study and scholarship of American period frames, Suzanne has framed fine art from all periods through and including contemporary work since the late 1970s. For 27 years, she was employed at the noted frame gallery Eli Wilner & Company in New York City. Suzanne works with public and private clients, private dealers, and art consultants, has presented at numerous symposia, and curated frame exhibitions. 54 PFM April 2019
(Continued on page 53)
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