FRAMING FOR MOTHER'S DAY BUILDING A PROFITABLE BRAND • EXPANDING YOUR MARKET REACH
Contents
PFM is a member of:
Volume 30, Number 3
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover "Arrangement in Grey and Black No. 1," best known under its colloquial name, "Whistler's Mother," was painted by James McNeill Whistler in 1871 and depicts the artist's mother, Anna McNeill Whistler. In this month's issue, we present several creative frame designs you can sell leading up to Mother's Day—no portrait of mom required.
Features 20 Market Expansion 32 Mother's Day & Graduation 34 Added Revenue Streams
Columns
34
12 Marketing Methods 26 Digital Imaging 46 Design of the Month
26 Departments 8 10 39 42 43 44 45
Editor’s Note Industry News Crossword Puzzle Distributor Spotlight Classified Ads Index of Advertisers Calendar of Events
46
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
83 South St., Unit 307, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270
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
ADVERTISING SALES
sales@pfm-group.com • 732-536-5160 ext. 222 Ellen Blatt • ellenhobbypub@cs.com Bruce Gherman • bgherman@pfm-group.com Rob Gherman • rgherman@hobbypub.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
Maureen Robertson • maureen@wcafexpo.com
SUBSCRIPTIONS TOLL FREE: 888-238-0049 pictureframing@omeda.com
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
sales@wcafexpo.com
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@hobbypub.com
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 March 2019
Bruce Gherman
Excellence in Art and Framing Education
WEST COAST ART & FRAME
EXPO & THE NATIONAL CONFERENCE
FROM THE EDITOR’S DESK
I
Get a jump start on spring with business strategies from leading industry experts.
CONTENTS AD INDEX 8 PFM March 2019
t’s still very much winter in my neck of the woods, but spring will be blooming before we know it—and with it, a host of holidays and celebrations ripe for framing. Mother’s Day, which falls on Sunday, May 12 this year, is an excellent opportunity to sell high-end custom framing to your customers. Showcase your best products and inspirational ideas in your store (and your window display), on your website, and across social media platforms. Let your customers know that you are their go-to source for one-ofa-kind, high-quality, handcrafted gifts for the special woman in their life—mom! On the heels of Mother’s Day comes graduation season; another chance to promote timely designs your customers are looking for. Display a range of framed examples that appeal to both budget-conscious shoppers and those who are ready to splash out on a high-end design. And don’t stop at diplomas: what about tassels, caps, portraits, awards? All these items and more hold sentimental value to your customer. Show them the ways in which you can display their mementos beautifully and
protect them for years to come. In his latest article (p. 32), Jared Davis gives examples from multiple frame shops of Mother’s Day and graduation designs that sell. And in her Design of the Month column (p. 46), Meg Glasgow uses antique kitchen tools as the subject of an eye-catching shadowbox for mom. Let these ideas inspire you to flex your own creative muscles and sell designs that appeal to your customers. On top of that, be sure to check out the new Marketing Methods column by Ginger Hartford (p. 12). The first article in her series is a detailed primer on building a brand for your unique business. Strategic branding is the foundation of virtually all successful businesses in today’s market. These ideas and more await you in this month’s issue. When you’ve finished reading, reward yourself with another new feature—our crossword puzzle challenge, which features many art and framing terms! Enjoy.
Kimberly Biesiada Editor
INDUSTRY NEWS PFM’s Great Frames of Europe Reception a Big Success Attendees at the West Coast Art & Frame Expo and The Na-
lenging contest; there were several reasons why a particular
tional Conference mingled with frame historians and put their
frame could be this period or that period. I was very happy to
knowledge of frame history to the test during the
learn I had won along with Elida. All the years of
Great Frames of Europe Wine and Cheese Recep-
attending The National Conference and taking
tion, held Sunday, Jan. 27 at the Paris Las Vegas
classes with great teachers like William Adair,
Hotel and Casino.
Marty Horowitz, Rhonda Feinman, and Giovanni
The reception, sponsored by Picture Framing
Bucchi paid off!”
Magazine, took place from 5-6 p.m. and was sold
Scola thanked the National Conference team
out with over 100 attendees. Adding to the fun at-
and PFM for the event and for the show as a
mosphere of the event was “The Frame Game,”
whole, saying, “Twenty years ago, PFM took over
an activity that challenged attendees to guess the
the role of continuing education for framers and
correct names of nine European frame styles. Deborah Hill,
gilders and became the main link between sales representa-
MCPF, of Art Incorporated in san Antonio, TX, and Elida Scola,
tives, manufactures, distributors, and framers. From articles in
of Galleria Scola in Oakland, CA were the winners after earning
the magazine to a packed schedule of live lectures and hands-
top scores. Each received a $100 gift card prize.
on workshops at the annual WCAF Expo, our industry is well
“It was quite a surprise to win,” says Hill. “It was a chal-
Certification, Scholarships Awarded at PPFA Annual Convention An advanced framing certification and two scholarship awards were presented at the Professional Picture Framers Association’s Annual Convention, held in conjunction with the West Coast Art & Frame Expo and The National Conference Jan. 27-30 at the Paris Las Vegas Hotel and Casino. Joe Dellert, of Artisans of San Francisco in San Francisco, CA, passed the Master Certified Picture Framer (MCPF) exam on Jan. 30. Elli Wollangk, MCPF, and her certification board team— Meghan MacMillan, MCPF; Ellen Collins, MCPF; Joyce Michels, MCPF; and Adela Davis, MCPF—organized and administered the exam. The Certified Picture Framer (CPF) exam also took place during the convention, with results forthcoming. Additionally, two people—Racheal Mars-Bailey of Worcester, MA, and Christie Heyes of New Albany, OH—received the L. Thomas McKeon CPF Exam Scholarship Award from the PPFA. The scholarship, created in 1997 to honor the accomplishments
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of a former PPFA president, provides financial assistance to framers wishing to take the CPF exam in the form of one free sitting of the exam, either at a PPFA-sponsored event or online, and a set of the PPFA Guidelines series of books, which can be used as study and reference resources. The scholarship has an
supported.” Art & Frame Expo and The National Conference Jan. 27-30 at the Paris Las Vegas Hotel and Casino. The
competition,
which challenges framers to use their imagination, creativity, and skill to build a spectacular framing package, was sponsored by FrameReady by
The first place PRINT winner
Adatasol, Framerica, Frameware, Frank’s Fabrics, Picture Framing Magazine, and Vermont Hardwoods. PRINT Winners First Place: Joseph Boutell, Source on Lake, Pasadena, CA Second Place: Deborah Hill, MCPF, and Dean Cardenas, Art Incorporated, San Antonio, TX Third Place: Sarah Beckett, MCPF, SB Framing Gallery, Milwaukee, WI Honorable Mention: JM Gallo, ASAP Moulding, Canoga Park, CA First Time High Point Entry: Rachel Oleson, Art Heads
AD INDEX
estimated value of $425.
Commercial Art and Framing, Sherwood, OR
Int’l Framing Competition Winners Announced
Paula Digati and Renate Eschmann, Color Wheel,
Winners of the Professional Picture Framers Association’s International OPEN and PRINT Framing Competition were celebrated at the organization’s annual convention, held at the West Coast 10 PFM March 2019
Judges Award, sponsored FrameReady by Adatasol: McLean, VA Berkman Award: Andrew Webster, Master Framers, St. Paul, MN
images helping fill this void in the art marketplace. “I look forward to a mutually beneficial relationship with Top Art of San Diego,” Markoff says. “Since Top Art has sponsored my National Conference classes for many years, it was a natural transition to have them represent my photography. Top Art recognizes my expertise in terms of what style of artwork healthcare, corporate, and residential customers are currently seeking
The first place OPEN winner
for their walls.”
Popular Choice Award, sponsored by Picture Framing
The Top Art PDF of Barbara Markoff Photography, titled
Magazine: Christine Hasenhundl, Hako-Oja Studio, Wain-
“The California Coast from 2019, Volume 1,” contains 37 color
wright, Alberta, Canada.
photographs of California scenery and botanicals. It is available online at www.topart.net.
OPEN Winners
Markoff has taught classes on corporate art consultation
First Place, First Time High Point Entry, and Judges
and networking at The National Conference for 13 years. She
Award, sponsored by Frank’s Fabrics: Sarah Beckett,
and her husband, Rob Markoff, own and operate Artrageous!,
MCPF, SB Framing Gallery, Milwaukee, WI
an art and framing company based in San Diego. Her book, “Be-
Second Place: Christine Hasenhundl, Hako-Oja Studios,
coming a Corporate Art Consultant, the Handbook for Corporate
Wainwright, Alberta, Canada
Art Consultation,” is available through the PFM and PPFA online
Third Place: Janine Buechner, MCPF, Artist Guild LLC,
bookstores. To view more of Markoff’s images, visit her website,
Sturgeon Bay, WI
www.theartconsultant.biz.
Honorable Mention and Judges Award, sponsored by Vermont Hardwoods: Sue Davis, CPF, Master Framers,
PPFA 2019-20 Competition Print Unveiled
St. Paul, MN
The Professional Picture Framers Association’s competition PRINT
Popular Choice Award, sponsored by Picture Framing
for 2019-20, “Making Art
Magazine: Julie Marcoux and Alain Vigneault, Galerie
is my Guilty Pleasure,” is
d’Art Vigneault, Repentigny, Quebec, Canada.
a
The winning entries were displayed throughout the Expo
original created by Richard
near the PPFA booth and at the Jan. 29 competition reception,
Cryer and sponsored by
which was emceed by competition board chair Robin Gentry,
The Great Frame Up/Fran-
MCPF, and incoming chair Valerie Becker, MCPF.
chise Concepts, Inc.
computer-generated
The piece is a 5” x 7”
Top Art Publishes Barbara Markoff Photography
fractal artwork printed on
Top Art, LLC debuted the color photography of Barbara Mar-
8 1/2” x 11” translucent
koff, a corporate and healthcare art consultant from San Diego,
vellum. Unlike other digital
CA, at the West Coast
prints, this image does not
Art & Frame Expo and
exist as any other artform. Created to challenge framers’ design
The National Conference
skills, the image is sheer and will allow both colors and textures
Jan. 27-30 at the Paris
to impact its final look and feel. The abstract design and lack of
Las Vegas Hotel and Ca-
signature also allows the piece to be displayed horizontally or ver-
sino.
tically, and facing left or right.
Courtesy of Barbara Markoff and Top Art
The 2019-20 PPFA competition PRINT
Markoff’s photogra-
The print is available for purchase at www.ppfa.com for $40.
phy focuses on California
Submission for both the Digital PRINT and OPEN online competi-
beach landscapes and
tions will begin May 1. Entry information and packets are available
botanicals native to Southern California.
for free at the PPFA store. The top 50 finalists in both categories
As an art consultant specifying artwork for over three de-
will be notified via email with an invitation to enter the International
cades, Markoff found photographs of Southern California were
Finals at the 2020 West Coast Art and Frame Expo in Las Vegas.
underrepresented in the fine art reproduction marketplace. Over
Visit www.ppfa.com or email competition@ppfa.com with
the past several years, she has developed her own portfolio of
any questions regarding the competition. PFM PFM March 2019 11
MARKETING METHODS
By Ginger Hartford
Framework to Branding 101 Add long-term value to your business with a strategic brand identity.
F
or creative entrepreneurs in the art and design industry, mastering your marketing in today’s digital age is a
hot topic. Many independent businesses may need a re-branding initiative to refresh or evolve their marketing efforts. I’ve seen creatives and Fortune 500 companies build significant momentum with branding. I’ve also worked these same initiatives from my own corporate and entrepreneurial experience. In today’s digital path to purchase for customers, their first impression of a business is
imize a brand-new business, making it seem
often online or in social media. We live in a
more established and at the top of its game.
highly visual and design-centric age; custom-
Understanding the importance of using your
ers, especially millennials, appreciate style
retail brand to tell your story in a highly visual
and gravitate to brands that are current, by de-
manner is critical for success in the business
sign. It’s important to brand your business in
of design.
order to stand out in the competitive, crowded
Branding touchpoints, or the places in
marketplace and position yourself for success
which potential customers experience your
with consumers. Let’s face it: people are much
brand, span both the physical and digital
more attracted to a cohesive, professional
realms. Physical touchpoints include your
brand that looks established, authentic, and
storefront and interior, retail merchandising,
above all, stylish.
display signage, and printed marketing mate-
CONTENTS
Branding and corporate identity unify
rials. Digital touchpoints include your website,
every element of your marketing, from so-
social media platforms, digital advertising,
cial media to web to in-store merchandising;
blogs, articles, newsletters, presentations, and
and when done well, it is the most valuable
all online digital marketing materials. Consis-
equity imaginable for retailers. Branding can
tency in branding is key and more common-
literally reestablish a legacy business or legit-
ly the benchmark for consumers in deciding
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Ginger Hartford is a career veteran of the art and design industries formerly with Larson-Juhl. Ginger is recognized as a highly accomplished business development and marketing strategist and leader in the business of design. She has collaborated with Fortune 500 leadership teams to envision, build, and deliver high-impact customer experiences. Her extensive experience includes global business development, product design, integrated marketing, and branding with leading national retailers, international online art marketplaces, the designer community, and major brands across home furnishings, art and framing, and photography. Ginger is the founder of EurDesign Studio. 12 PFM March 2019
Use the same design principles used in custom framing to identify a unique brand color palette for your business.
Thank You!
WCAF Expo – A Huge Success We would like to thank our attendees, exhibitors, sponsors, and instructors for taking part in the biggest framing event of the year. Your dedication to your business is what makes the WCAF Expo a success year after year. We hope you enjoyed our 20th Anniversary show and look forward to next year’s show!
See You Next Year NEW SHOW HOTEL RIO ALL-SUITE HOTEL AND CASINO LAS VEGAS 3700 W FLAMINGO RD, LAS VEGAS, NV 89103
WEST COAST ART & FRAME
DATES WCAF EXPO: JANUARY 27-29, 2020 NATIONAL CONFERENCE: JANUARY 26-29, 2020
AND
THE NATIONAL CONFERENCE
www.wcafexpo.com
tional in your manner by considering what you say, how you say it, and how you convey feelings. Consider your persona and personality; does it resonate with your ideal demographic? Tone can also make a big difference in words, phrases, and style of your communications. In fact, many social media influencers build huge followings with quotes or words to engage, motivate, and inspire customers while World Art Group’s rebrand included adopting a signature color, magenta, which is integrated throughout all customer touchpoints.
where to do business. We’ll start Branding 101 by solidifying an action plan. I’ll highlight branding best practices and walk you through a design process to help identify your business goals, personality, and style. Brand exploration will identify steps to building an inspiration board with a color palette to best represent your overall brand aesthetic by style. Use this primer to jumpstart your brand-building with ease.
Vision and Value Developing a strategic framework for your branding initiative engages vision, value, voice, and views. Clarify your purpose and vision: why you do what you do, what you do so well, and how you do it like no other. Authenticity matters, so determine what values are meaningful to you— and to your customer demographic, for that matter. Your core values will underlie all future activities. From there, establish a tagline. Short yet powerful, taglines tap into the essence of your brand and are best leveraged to be memorable to customers. It is critical to clarify and define your point of view across this framework, as the results will inform unique brand guidelines for your business. This is the strategic reference point to build out your company style guide, which includes a brand color palette, a logo, design ele-
building trust in their brand. Are you casual, funny, personal, or imaginative? You be you, as they say. Just adhere to a brand style guide to optimize all communications and imagery used in your marketing efforts.
Point of View Curating images into a mood board helps define a color palette as the foundation to your branding efforts. Like a framer’s skill in pulling colors from the art to design with matboards in custom framing, simply use the same design guidelines to identify a unique brand color palette for your unique business. A picture is worth a thousand words. Select visual imagery that symbolizes your brand identity. Consider imagery that tells a story at a glance yet also has the look and feel to compliment your business model and demographic. Luxury brands highlight sophisticated imagery to appeal to a certain demographic, while an urban lifestyle brand might incorporate more artisanal imagery that appeals to a more creative-minded demographic. “Hue” knew? You can start with the art to build your brand. Your signature color palette will infuse everything about your brand identity, from the logo to typography, patterns, and style guide. A style guide specifies the guidelines for an overall aesthetic in the look and feel of your brand. Your brand identity will channel across all marketing collateral your customers engage with.
ments, and a font suite. These brand elements can be effectively utilized in ev-
CONTENTS
ery single marketing touchpoint, incorporated across your logo, business cards, website, marketing materials, packaging, and even in-store merchandising efforts. Successful brands understand that a unified, omni-channel approach
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in branding offers a consistent and professionally elevated customer experience at every interaction, whether online, mobile, or in-store. Ready to stand out?
Find Your Voice Craftsmanship also includes communication. Be inten14 PFM March 2019
Los Angeles-based framing boutique Hang Steady employed a marketing agency to help conceptualize its brand’s look and feel.
rials. Avoid common design mistakes such as using too many fonts, colors, or elements. Canva for Work, a marketing design toolkit I highly recommend, has created 20 unique font combinations to help give you a little inspiration when getting started on creating your own brand. They can be found at www.canva.com/learn/canva-for-work-brand-fonts.
Graphic Elements Graphic elements offer a distinctive touch in designing your marketing materials. Art direction can come from your unique selling proposition or what differentiates your business in the marketplace. Design elements that are fresh and modern tend to appeal to younger consumers, Having a gallery of images saved to a Pinterest board will help you hone in on your style and identity as a brand.
Brand Inspiration
while classic elements can help create a luxury mindset. EurDesign Studio, for example, is inspired by my experience working around the world of art and design and my penchant for traveling in Europe. I’m also mindful in
It is essential—even inspiring—to curate and save imagery
working with clients to personalize their experience di-
to a Pinterest board for your creative review. Gather im-
rectly as “Eur” design, not my design. Therefore, my design
ages that represent your brand, services, voice, and style.
elements include artful paint swatches and European vin-
Curate imagery that is symbolic of your personality, style,
tage maps in each of my brand colors. These design ele-
and identity as it relates to your business vision and voice.
ments are utilized across marketing materials, social me-
In the above photo, I’ve curated imagery that represents
dia, and website design to unify my branding. From there,
my passions for design, art, and travel, all about the home
the graphic design for content development possibilities
in my distinct style.
are endless!
Once you have a gallery of images, the branding starts to emerge. Select up to nine favored images in similar col-
Excellence by Example
or tone to create a mood board (sometimes referred to as
In 2018, World Art Group launched a world-class rebrand-
an inspiration board). It’s also helpful to include graphic
ing initiative. Their signature color, magenta, symbolized
design and attractive fonts that appeal to you, as these will
more than just a color; customers felt it getting “Haute
go on to help in font selection. From this mood board, I was
Pink” by design! World Art Group’s new branding speaks to
able to extract a core color palette of six complimentary
creative freedom, design, innovation, and customization.
colors for the EurDesign Studio style guide. I also found
The rebranding absolutely energized the brand within
this exercise helpful in establishing a tagline for the busi-
global design and art communities among a plethora of
ness: “Artful Living, by Design.”
art publishers. Their signature brand elements—in color,
CONTENTS
Focal Fonts
typeface, and artistry—are integrated throughout every customer touchpoint for a cohesive experience.
AD INDEX
The typefaces you select and the effect they create will
Lonnie Lemco, executive vice president sales of mar-
frame your brand communications visually. Look for three
keting, says; “At World Art Group, we felt it was time to
core fonts to be interchangeable by size and brand colors in
re-evaluate our brand personality and define our experien-
your marketing efforts. Contrasting typography styles is a
tial difference. We wanted to understand our top emotion-
popular approach. Modern typefaces with strong structure
al and rational attributes in order to identify clear breaks in
and geometric form contrast well with elegant or classic
vision, goals, and culture. The process was extraordinary,
styles. Each font typeface available in bold or italic options
and it helped us create our visual strategy for the brand
offer plenty of flexibility within consistency. Consider your
and brand identity. It also helped us to create our tagline:
style; whether modern, classic, or traditional, you can find
Creative Freedom, which serves as our mantra for how we
a font suite with which to design your marketing mate16 PFM March 2019
velopment, brand photography, and designing countless custom touchpoints. Working with a professional, creative, and style-conscious partner resource enabled the couple to create a total brand package and extensive content portfolio for Hang Steady that is exceptional by today’s standard, in any industry. Strategic use of their branding color palette, typography, and styled icons attract local community members as The warm and modern aesthetic Hang Steady’s brand conveys was designed to appeal to the business’s demographic.
engage with our employees, customers, and vendors.”
they position their brand in social media marketing as an influencer and design authority. Branding design elements can be used to create an unlimted amount of content to
Custom picture framing boutique Hang Steady in Los
then feature across all social media platforms. The result?
Angeles, CA also proved the effectiveness of the branding
This new business looks established, stylishly attractive to
model by engaging a likeminded branding agency in the
new clientele, and in command of their brand voice and
early stages of business development. Their fresh, mod-
personality.
ern approach to design was cultivated across their visu-
Any art and framing business, designer, or creative
al identity to center on the warm and modern culture
entrepreneur can benefit from branding, whether it is for
they’re cultivating with their clientele. Personalized ser-
an established business or a brand new one. Our industry
vice with a passion and a brand personality meant to be
is constantly evolving with design in digital going main-
approachable, handcrafted, modern, and warm attracts
stream, and expectations for businesses are high. Create a
newcomers to the world of custom framing. Owners An-
big brand for your small business by tapping into creative
dria and Andrew Eden needed help with everything from
resources to help elevate your professional brand identity
a company name and logo to visual identifiers, web de-
and add long-term value to your unique business. PFM
CONTENTS AD INDEX 18 PFM March 2019
HOW TO EXPAND YOUR MARKET REACH By Jim McNickle
A
s a recognized leader in both the picture framing and sign and graphics industries, Fletcher Business Group has seen a lot of market
change since starting our business back in 1868. In order to constantly make our solutions more relevant to our customers, we make a point to educate our users that cutting is cutting and joining is joining. Our technology-driven solutions are universal, no matter what our end users’ needs may be because all the applications are ultimately the same. We use this approach as a method to inform our customers of the quickest path toward positive equipment ROI. At Fletcher, we have seen market shifts come and go, but one undeniable trend we continue to see year
Frame joining a canvas stretcher bar
after year is the market crossover between the “tradi-
show, it seems that the major wide format printer
tional” picture framing industry and the growing sign
companies continue to introduce new technologies to
and graphics industry.
market that keep bringing these two industries clos-
The main push behind this trend is digital print-
er together. New flatbed printers, with increasingly
ing technology and printer affordability, along with
more advanced technology, are now capable of print-
a growing list of printable materials. At every trade
ing direct to substrates like foam board, matboard and canvas. And, we are also seeing a growing “print on metal” market trend in both the picture framing and sign industries. What does this mean for picture framing indus-
CONTENTS
try? With the evolution of digital printing technology, customers are coming to expect a one-stop shopping experience. To answer this need, traditional frame shops need to be more nimble and consider offering
AD INDEX
more sign and graphics services. With minimal investment in a just few key pieces of new equipment, your shop can expand its clientele. One of the biggest crossover opportunities we see The Canon PRO 4000
20 PFM March 2019
for frame shops is becoming a PSP, or Print Service
cutting needs directly, but you can also offer these services to your local picture framer or photography. In the United States, hardware stores often handle these services and report an ROI with our Fletcher 3000 Wall Machine within a year or less after they added it to their store’s services. Before looking for new customers, consider offering your existing customers more services. Look for opportunities to penetrate these current accounts deeper and become a more valued service provider. We refer to this sales strategy as “account penetration” efforts. If you already offer picture framing services for a retail operation, through this new sales approach you could now offer this same customer promotional and directional signage. Or, you could V-groove cutting tool used with ACM material to allow bending and fabrication techniques
position yourself to create a wall décor and signage theme.
Provider. Commonly found in the sign industry, PSPs
Be creative and don’t hesitate to ask your ac-
service their customers by printing all types of sig-
counts what types of “full service” offerings they
nage and wall coverings. With better technology that
would like to receive from your shop. You may be sur-
is becoming increasingly more affordable, PSPs are
prised to find out how many customers prefer the one
moving away from printing and mounting, and begin-
stop shopping experience and want to build on their
ning to print directly onto materials such as fabric for
valued their relationship with your business.
both commercial and residential applications.
Before you dive into purchasing new equipment,
From branded signage and custom picture fram-
make sure that you have developed your shop’s “ac-
ing for all types of businesses – think corporate of-
count penetration” sales strategy. Consider what
fices, hotels and retail establishments – to consum-
kinds of customers you will be marketing to, what
er-friendly décor and artwork, your frame shop can
new services you will offer and what you need to
easily expand into this market opportunity. With the
accommodate these changes. Do you need a bigger
right digital flatbed printer, you can print (and frame!)
shop? More staff? Will you be cutting back on some
one-off keepsake projects for your retail clientele and
services that are no longer relevant? What does your
handle larger scale projects for your business cus-
local competitor offer that you do not?
tomers like store signage, event signage, wall décor
The last thing you want to do is overextend your
and even outdoor signage. Or, if you want to go even bigger, consider becoming a product fulfillment house and run high volume jobs for others. And, with the growth of online retail-
CONTENTS
ers, opportunities might exist to become a fulfillment partner for an online retailer’s overall finished product capacity. Another opportunity to tap into this expanding
AD INDEX
crossover market is to offer glass and acrylic cutting services. If you are currently ordering precut glass and acrylics, why not consider taking this job in-house? Adding a cutter to your frame shop not only provides the opportunity to handle all your glass and acrylic
22 PFM March 2019
BECOMING A PSP PROVIDER IS A GREAT CROSSOVER OPPORTUNITY.
your current needs but also grow as your business
BUY EQUIPMENT THAT WILL GIVE YOU THE MOST VALUE NOW AND IN THE FUTURE.
grows. Whenever possible, try and look for equipment platforms that can expand in both capability and production volume. The following are some points to consider when selecting the right cutter for the substrates and materials you work with: • Clearly understand what materials you want to be able to cut; not only today, but also any possible new materials that may be important down the line. • Make sure your cutter utilizes an interchangeable cutting head design platform that can expand
finances, so be sure to set a budget and stick to it. And, if numbers are not your strong suit, you may even want to consider bringing on a business consultant to help you plan. To keep up with market trends and expanding your shop’s offerings, you will most likely need to invest in some new equipment. You may need to add a new flatbed printer that is capable of printing direct to substrates. Maybe you also need to add a cutter that can handle cutting different materials. Whatever the case, most likely you are going to need to spend some money to make money. Audit your current equipment inventory to see what needs to be upgraded and what is still usable. Then, decide what you need to purchase to make your new strategy come to life. And, do not forget to stick to your budget! Also consider the ROI on your new equipment purchases. Yes, you will be shelling out upfront costs,
for growth to cut new materials or be used for various application methods such as a V-Groove into Aluminum Composite Materials (ACM). • Consider investing in either a wall or free-standing installation. • Look for a cutter that you can place in the same room as a printer for effective and efficient process flow. In any business, your production capabilities and marketing strategies are a working document, and you should always be evaluating your business. Look at your successes and things that were maybe not so successful. Determine how you can improve and grow, and then make the necessary changes. Always also be on the lookout for new market trends, and be nimble enough to adapt to these new business opportunities. One thing we have learned in our 150 years in business is that the only constant is change itself. PFM
but how much more money can your shop make in the long run using these new tools? You will be doing more work in-house helping control outside spend-
This article appeared in its original format in Art + Framing Today magazine, June 2018.
ing, and you will most likely be increasing overall efficiencies and product quality. You may even be
CONTENTS
bringing in new revenue streams by offering new services to your current customers and by adding a new customer base. Try and purchase equipment that will give you the most value now and more importantly in the future.
AD INDEX
As a rule of thumb for purchasing any new shop equipment, be sure to always “buy up” where capabilities are concerned. Make sure that the equipment you are going to invest in cannot only accommodate
24 PFM March 2019
Jim McNickle Jim, global marketing director for the Fletcher Business Group, has 35 years of experience in both product and marketing management positions. He has been with Fletcher for the past 12 years and also has experience with Loctite Corporation and Gerber Scientific Products. Jim’s marketing experience spans not only the custom picture framing industry, but also the signs and graphics, woodworking, automotive, production glass, and general OEM industries. He recently appeared as one of five industry experts at the PFM-sponsored Successful Retailing Panel Discussion, held at the National Conference in Las Vegas Jan. 30.
DIGITAL IMAGING
by Sal Passanisi
Digital Printing FAQ What you need to know before expanding your shop’s services. How much do I need to invest in digital ink-jet printing to augment my shop’s profits?
I
am asked this question often by retailers who are looking to get into the world of fine art printing but want to know the up-
front costs first. It feels particularly relevant on the heels of the 2019 National Conference at the West Coast Art and Frame Expo, where I am an
grade. For example, the configuration might
instructor on the subject. At the risk of answer-
look something like this:
ing a question with a question, my response is; do you have the people and processes in place prior to making the investment? Who is going to be doing the outputting? Have you looked at automating the process? Nobody wants to make an investment in
44” printer with expanded gamut ink set
$5,000
Consumables: 24”, 36”, and 44” rolls of media $2,000 Color-managed workflow and processing
$1,500
Workstation upgrades
$1,500
a potential new revenue stream, only to find out they have a “direct to dumpster” workflow.
Under that umbrella question are many
Coming out of the gate, we want to have a “RIP
other frequently asked questions. Here, I’ll try
to roll” workflow that maximizes the profitabili-
and provide some answers to these common
ty of every square inch of the output.
inquiries and delve a little bit deeper into the
So, how much do you need to invest? My rule of thumb is 50 percent of your total cost should go toward the actual printing device; 20
process of adding fine art digital printing to your custom framing business.
CONTENTS
15 percent should go toward a color-managed
Why should I choose a 44'' printer with an expanded gamut ink set?
workflow and processing; and the remaining
Regarding the printer itself—size matters. You
percent should go toward startup consumables;
15 percent should go toward a workstation up-
can always put a roll of 24'' or 36'' paper in a
AD INDEX
Sal Passanisi is a color workflow analyst for X-Rite/Pantone who is charged with configuration, setup, and production benchmarks for multi-million dollar grand format and dye sublimation/dye fixation systems. Sal has run the gamut in the inkjet/photo fine art industry, working for manufacturers such as Barbieri (Spectrophotometers), Mirage, EFI, and Colorburst Digital and reselling output systems based on Epson, Canon, and HP inkjet printers. As a fine art printer, he strives to find the most cost-effective methodology to produce high-quality prints. Sal will give you the “truth from the trenches,” not a “pitch from the podium.” 26 PFM March 2019
When evaluating your workstation to determine what upgrades are needed for digital printing, it’s important to invest in a good monitor and a color calibrator such as the i1Studio.
The ColorChecker allows a user to calibrate the color on their monitor and scanner.
44'' machine, but you cannot put a 36'' or 44'' roll in a 24'' machine. Always think finished print size with minimum waste when looking at ink-jet printers. In the world of fine art and photography, the more color gamut the device has, the easier it will be to come very close to the original input project. When you have an orange in a sunset or a green in a landscape, having green and orange inks really helps. The same can be said for red
CONTENTS AD INDEX 28 PFM March 2019
The more color gamut your device has, the more accurately your output, or print, will match the color of the original artwork or photograph.
and blue inks.
ondary inks such as RGB (red, green,
Just a little primer on the differ-
blue) and OGV (orange, green, violet);
ence between extended gamut and
extended gamut is usually CMYK plus
expanded gamut: color gamut is the
light cyan, light magenta, and light
volume of color the device is capable
black.
of producing once the device is color
Another ROI-driven indicator is
profiled for an in-set and substrate.
the sizes of ink cartridges available for
Expanded is usually CMYK (cyan, ma-
the printer. The larger the size of the
genta, yellow, black) plus other sec-
cartridge, the less the cost per millili-
ter of the ink inside the cartridge; the lower the cost per milliliter, the lower your cost per square foot will be.
What about the consumables? At startup, you should at least have a roll of gloss or satin in each of the above three sizes; this gives you the flexibility to fit the substrate to the
Upgrade your workstation to save time. Pictured: Epson SureColor P9000
project with minimum waste. You
and can even create a custom profile
are also going to need some ink be-
based on an image it analyzes. That’s
yond the starter set. It helps to know
some cool tech!
and budget for this up front.
portant. Always remember that your
What kinds of upgrades do I need to optimize my workstation?
substrate offerings are what differen-
You are not going to want to wait
tiate you from the competition.
around for things to be loading, re-
Picking your matte stocks as well as a canvas and a metallic are also im-
Why do I need colormanaged workflow and processing?
money, and upgrading your workstation so that it runs efficiently will ensure you don’t waste valuable hours
This is probably the biggest question
printing when you could be working
I get asked. It is really the “process”
on your business.
that keeps the ROI on the system
I encourage you to invest in more
moving forward. You want to be able
memory for your computer, an SSD
to proactively color-calibrate your
drive (a type of mass storage device
input (scanner, camera, or both),
similar to a hard disk drive), and a
your application (workstation and
quality monitor that you can col-
print production software), and have
or-calibrate. These will become the
the ability to calibrate and optimize
stable foundation for your workflow.
the ink-jet printer as well.
When outputting a 24'' x 36''
CONTENTS
There are some great devices
print, I am usually dealing with files
and software on the market which
that are hundreds of megabytes in
are very cost-effective and have the
size. From a computer memory (RAM)
all-purpose effectiveness of a Swiss
perspective, you should at minimum
Army knife within the workflow. Print
have 64 to 128 GB of system memory;
processing software packages like
more is better, as you will have multi-
Mirage allow users to soft-preview
ple programs open at once to prepare,
before printing, gallery wrap, nest,
edit, spool, and output your files.
AD INDEX
and switch between media sizes to
Once you are done outputting
minimize waste. In our own stable
files, you will want to store them as
we have the ColorChecker Passport
well as back them up for future use.
and DG, which allow you to calibrate
(On a more general note, employing a
your camera and scanner, as well as
two-stage file-save approach with pri-
the i1Studio, which can calibrate your
mary and backup files is a good strat-
monitor as well as your output device 30 PFM March 2019
freshing, spooling, et cetera. Time is
egy to incorporate into your workflow.) Your primary hard disk should be an SSD for your operating system as well as applications and works in progress. You should have a minimum of 500 GB to one terabyte of storage. SSDs are su-
HAVE A QUESTION OR COMMENT? TELL PFM WHAT YOU THINK. Call 732-536-5160, Fax to 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com
per-fast with no moving parts; adding an SSD to an existing system can turbo-charge the machine and give the system an input/output boost. The display is where the rubber meets the road from a user’s perspective. You will see your system’s performance—or lack thereof—on your monitor, so it’s important to invest in a high-quality one and color-calibrate it properly. If you are familiar with 3D gaming systems, the specs on these systems come very close to what you will need for processing photo/fine art files. The higher-end gaming systems are a great budgeting benchmark when looking at how much you will need to spend on your workstation. Finally, invest in a device like the i1Studio to color-calibrate your monitor as closely as possible to your final output. This will save you hours in the color correction cycle. One more note on monitors: I recommend you work off a display that is separate from your computer. All-inones (the CPU and monitor combined in one unit) are typically very difficult to expand in terms of memory and the screen itself; unless they’re configured for gaming, I would shy away from these as print workstations. I hope I’ve answered some of your cost- and equipment-related questions about diving into the world of fine art digital printing. In future articles, I’ll look at the “three Ps”: people, process, and procurement, as well as the input-application-output process in greater detail. PFM
PFM March 2019 31
MAKING THE MOST OF MOTHER’S DAY & GRADUATION SEASON By Jared Davis, MCPF, GCF
T
iming is everything, and there are seasonal events throughout a year when consumers
are ready to buy. Mother’s Day is a key date in the annual retail sales calendar, especially when it comes to gifting. And there’s no doubt that a custom frame is the ideal gift for any mom! The love people possess for their moms can transcend into some significant spending, as many consumers are happy to splash out on a little more indulgent gift for someone so special in their lives. In fact, the National Retail Federation reveals that total Mother’s Day spending is worth $23 billion a year, which is 50 percent greater than Father’s Day (sorry, dads!). You can maximize your success from opportunities like Mother’s Day by planning a few months in ad-
This four-generation photo designed by Mirror Image Framing is used as a marketing tool in-store around Mother’s Day.
vance. The most obvious way is to create promotional
and made use of Kam’s Photoshop skills as well. They
and inspirational in-store displays that are relevant to
promote and sell this as a fixed-price concept, making
these upcoming seasonal events.
it simple to price. They’ve also discovered this concept
Don’t be afraid to create something special, and
leads to a high chance of repeat sales, as commonly
don’t hold back on the design. Choose beautiful, time-
more than one person represented in these frames
less frames, opulent fabric mats, and even fillets, be-
wants to have one for their wall.
cause no one deserves the best more than mom!
Relevant signage helps convey your message so
CONTENTS
In the months approaching this event, consider
customers understand the benefit of your concepts.
the prime locations in your store and windows for your
For example, you could display a sign beside a beau-
displays to capture the most attention. Mother’s Day
tifully framed Mother’s Day piece which reads; “Make
is also a great time to have a “Frame the Family” pro-
Mom’s memories last a lifetime—frame them!” A sign
motion. Family-related framing ideas are ideal gifts for
displayed around this time of year in Hornsby Framing
Mother’s Day because they’re more personal than dé-
in Sydney, Australia, reads; “Flowers last a few days, but
cor and design-based ideas. Because they’re emotion-
fine framing lasts a lifetime.”
ally based, they’re also less price-sensitive as well.
Another seasonal event approaching the retail cal-
AD INDEX
Kamil and Hannah Roukos of Mirror Image Fram-
endar which can be important to framers is graduation
ing in Melbourne, Australia, created this unique con-
season. Framing diplomas can be a key opportunity not
cept of a “Family Generation Frame” which they have
just to frame a certificate, but to also potentially gain a
prominently displayed in their store prior to events
new client for life, as it might be the first time a young
such as Mother’s Day. It is a fun way to show multi-
graduate is framing something so important to them.
ple generations of daughter, mother, grandmother, and great-grandmother in a single framed image. The concept requires some organizing and staging
32 PFM March 2019
Campbell Hughes of Matisse Framing in Brisbane, Australia, offers a few tips when it comes to framing diplomas:
James and Sarah Louw of Hornsby Framing in Sydney, Australia, have developed a market in restoration of family photos and heirlooms. In some cases, they’ve created some dramatic “Before and After” transformations, which they’ve been able to use as powerful examples in their promotional campaigns and displays such as this this one, which brings new life to family history.
Odette Miles and Sami Sadek of FastFrame in Melbourne, Australia, recently created this timeless shadowbox design for a customer of their grandmother’s sampler and keepsakes. Odette and Sami like to employ additional design methods to help “tell the story” by incorporating photos and even engraved plaques and writing such as this. Family treasures such as vintage jewellery, knitting needles and samplers like this become ‘priceless’ in the eyes of your customer, especially when you consider the family history that they represent.
To help promote the fact that they frame diplomas during the annual graduation season, Joe and Susan Lipiner of Framed Dimensions in West Hartford, CT, created a massively oversized framed diploma, which they can display in their store window as an eye-catching marketing tool.
business, there is a good chance they want something better than that. • Chose a frame in a timeless style, as framed parchments and diplomas can hang in many places over the decades of their life. This is also why protecting it using conservation materials and methods is also
High school graduation is also a key milestone in everyone’s life, for the parents as much as students. Odette and Sami of FastFrame in Melbourne, Australia, have created a photo library of upscale frame designs. They incorporate these into their marketing and design consultations which best personalize and celebrate this achievement. Rather than just framing a photo or a diploma, they also incorporate other memorabilia from a school uniform, such as a tie and or a pocket. Note the use of suede matboard and fillet to add an extra touch of formality and prestige.
important. Matted v-grooves are also a classic design element to complement any certificate. • Understand that to each individual project, the cost of achieving (and thereby the budget for framing) may be significantly different. With post-graduate degrees, that piece of paper cost them years of their life and tens of thousands of dollars. This fact may help put this into perspective for them if possible pricing concerns arise. Money matters a whole lot less when it comes to memories. Start preparing for these opportunities now by showing off some ideas that generate inspiration and desire in your customers to buy their loved ones that special gift that lasts a lifetime. PFM
Jared Davis • Have at least two options framed up in your showroom as permanent examples. It doesn’t hurt to have a budget design and an upscale “bells and whistles” design so that they can see you’re capable of both. • Most certificates fit into a ready-made frame; however, if the customer has walked into your custom framing
Jared 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. PFM March 2019 33
ADDING REVENUE STREAMS TO YOUR BUSINESS By Jay Kogan
A
professor of mine who taught consumer behavior
able time in forward thinking.
used to ask on the first day of class, “What is it that
Custom picture framing is all about the experience,
you are buying when you buy a drill bit?” Our an-
from the moment the customer first arrives on your website,
swers ranged from the generic “a tool for my drill” to the
makes a phone inquiry, or simply walks through the front
very specific “metal cast into a circular cross-section.” To
door, all the way to the moment they see the final product
which he answered, “No, you are actually buying a hole
and hang it on the wall. The experience must be pleasant,
that will ultimately serve some purpose.” So, when a con-
visual, engaging, and sensory. The opportunity rests on us
sumer gets something framed—while we like to think of
to strategically tailor the customer experience through the
it as a sale made up of various components equaling the
interactions with our products.
CONTENTS
whole (frame, mats, glass on a family photo)—it’s ultimate-
A BrightLocal.com Local Consumer Review Survey pub-
ly not just the sum of its parts. Custom framing is intrinsi-
lished in 2017 stated that 97 percent of consumers surveyed
cally serving some purpose: it’s a sentimental gesture, it’s
looked online for local businesses in the last 12 months.
something to fit in a perfect niche, to warm up a room, to
While I understand that it is not always possible to be web
give as a gift, et cetera. Play on that feeling, that emotion,
developers and copywriters as well as picture framers, it is so
and use it to sell more—to sell smarter.
important to be searchable and create a simple website that
AD INDEX
Let’s take a moment to think about atmosphere. It is
looks clean and provides some basic, yet vital, information.
very important that we focus on the customer experience
Your story, your store hours (make sure you keep them up to
and the products we use to better that experience and to
date!), a list of services, products, and current promotions, a
make every sale as lucrative as possible. As a fellow business
clearly visible phone number, your address, and an inquiry
owner, I urge you to take a few moments every day to sepa-
form will all ensure that customers can find you, feel confi-
rate yourself from the noise of the saw (literally), the minutia
dent in you, and do business with you.
of day-to-day operations, and the weightiness of being at the
If you struggle with the internet, tap one of your chil-
helm of a business and just spend just a little of your valu-
dren or grandchildren. I guarantee they will have the savvy
34 PFM March 2019
buy that you need, whether you think you can afford them or not. But you need to buy strategically: buy from moulding suppliers whom you know, whose quality you trust, and whose moulding samples you already carry. What better way to sell that high-end moulding than to have a customer see it, feel it, and appreciate it in its finished form? Designer photo frames are available from many different moulding manufacturers in our industry, and are exclusive to our industry. Your customers will not find quality items like this in big box stores, and this alone will help set Offering readymade photo frames alongside your custom framing product ensures you reach customers of every budget and secure impulse buys you would otherwise miss out on.
you apart. Our personal favorites include Prisma from Bella Moulding and the entire Roma Collection of photo frames. In our experience, if you buy and show them, you will sell
to set your business up on a free Google My Business listing
them. And not only will having them on display make your
or even Facebook. That will lead to many incremental store
showroom look like a design center, but they will also guar-
visits or phone calls. From there, we move into your store.
antee the sale of larger jobs with this same moulding.
When a customer first arrives, the store should look ap-
One further idea regarding photo frames; why not use
pealing and you and your team should appear well-dressed,
your scraps of premium glass to replace the regular glass
well-groomed, and interested in not only what the customer
that comes standard in these frames? Come on, friends—
has to frame, but also in them personally. First impressions
you know your best intentions for that valuable scrap never
are everything. From there on, it’s all about strategically of-
come to fruition before it is scratched and useless. The time
fering the right products to help increase your margin.
and effort spent to cut down and replace that glass could
Have you ever noticed that most shoe stores sell socks?
be your walk-in customer’s gateway not only into a luxury
Or that your favorite salon carries a wall of hair product? I
moulding, but also into luxury glazing as a whole. Time after
bet your gym even sells mats, towels, smoothies, and work-
time, our customers comment that once they have a piece
out gear. These businesses have learned the not-so-secret
glazed in premium glass—no matter how big or small—they
secret of natural incremental sales. A natural incremental
can never again frame with anything else. Not only that, but
sale for a custom framing business, for example, is a ready-
they feel they should re-glaze their existing pieces as well.
made photo frame. As the sock is to the shoe store, so is the
Can you hear that effortless money rolling in?
readymade frame to your framing store. It is the impulse
CONTENTS AD INDEX 36 PFM March 2019
Now that you have all those gorgeous photo frames en-
hancing the look of your storefront, let’s think about what to
as a lifelong customer.
put in them. Printing is the next natural offering for finding
What else can we add that goes amazingly well with
additional business in your frame shop. I know you may be
framed items? Personalization! Offering custom-engraved
thinking, “As if I need one more technical thing to deal with.”
nameplates is another great incremental sales tool as well
If you don’t want to invest in your own printer from the get-
as a fantastic way to set yourself apart. Custom nameplates
go, consider outsourcing. Find a local printer to partner up
are somewhat addicting; it sounds strange, I know, but
with (or make a customer out of your partnership) and have
once you show your customer how it can set their framing
a printing service available. It’s not so much about the print-
apart…well, you’ve cultivated a solid customer for life. The
ing itself: it’s about having a start-to-finish experience for
money you will make for so little effort will astound you.
your customer. Make them feel like they can entrust their
Personalization has the potential to draw more commercial
framing project to you completely, because as mercenary as
clients to your business as well. Logos, branding, and similar
it sounds, people will pay—and pay well—for convenience,
corporate recognition equals a lot of added dollars for your
for peace of mind, and, ultimately, for one-stop shopping.
business.
When printing starts to become profitable for your business,
Don’t feel like you need to buy more equipment for
you can then look toward investing in your own equipment
this endeavor. Simply partner with a local trophy/award
to ultimately offer printing in-house. Remember, every print
manufacturer and make sure your markup is robust. You
holds the potential to create a high-dollar frame sale as well
can charge a base fee for the plate and then an incremen-
PFM March 2019 37
Got glazing? Glass cleaner can be stocked and easily sold, as can special microfiber cleaning cloths for premium glazing. Believe it or not, your customer may not know how to care for different types of glass and may even be too embarrassed or in a hurry to ask you. Be proactive. Offer solutions. Offer products. Offer extra little services that will set you apart and make you extra money. You are truly missing an opportunity if you don’t offer premier products along with amazing Add premium glass to readymade frames to bring in extra revenue with minimal time and labor. While you’re at it, why not offer your customers glass cleaner and microfiber cleaning cloths, too?
custom framing. Because we must live today on what we did yesterday, it is very important to innovate a little bit every
tal fee for every character over a set
day so that we are prepared to be
amount (logos being an extra fee on
more profitable tomorrow. Most cus-
top of that). If all goes well, you may
tom framers consider their business
find yourself buying an entry-level
a simple shop (or workshop) and
laser engraver to meet the demands
not a store. I am here to tell you that
of personalization. We found that our
your framing business is a collabo-
laser engraver stimulated business
rative design studio and, ultimately,
immediately, and we quickly gained
a retail store. Altough some of our
the reputation for award manufactur-
customers visit our stores with solid
ing, signage, intricate custom logos,
intentions, many more walk in the
and more. We became the “if you can
door with a blank slate, not know-
think of it, they can engrave it” busi-
ing what to expect, what they want,
ness.
what they need, or what we have to
Last but not certainly not least is
offer. With that in mind, shouldn’t
the finished framing presentation to
we offer them everything we can? As
your customer. You have spent your
NFL coach Jimmy Johnson once said;
valuable time and your customer has
“Success happens when preparation
spent a great deal of money on cus-
meets opportunity.” PFM
tom framing. Don’t let them walk out the door without knowing how to
CONTENTS
clean or hang their new treasure. Find some products you like, and don’t just explain how to care for their piece; give them the tools to care for and
AD INDEX
hang their piece. While I still advocate for complimentary drywall hangers, upgraded hardware with instructions offers a better experience. Don’t forget that the last touchpoint your brand has with your customer is the hanging process. 38 PFM March 2019
Jay Kogan CEO and owner of Hall of Frames since 1975, Jay started a small frame shop 44 years ago and transformed it into a retail chain boasting nine Arizona locations and a central manufacturing distribution center. His entrepreneurial spirit, hands-on involvement with the daily operations, and forward thinking allowed the company to not only thrive during the good economy, but also survive the recent downturn. Jay is not afraid to change his business with the ever-changing consumer dynamic. This vision and adaptability has ensured the continued success, visibility, and excellence of the HOF brand.
CROSSWORD CHALLENGE ACROSS
1 Saw for framing
5 Measurement of light output
2 Connect
8 Motif
3 Time of anticipation
10 Less dark
4 Unbroken, as color
13 Apply pressure 14 Pores over
6 Material used in picture framing, 2 words
17 Sparkling shape for some frames
7 Neither’s partner
18 West Coast region, abbr. 19 Gray is a ___ color 21 Epoch 22 It can cause discoloration in photographs 23 Believer suffix 25 Type of picture frame and painting, 2 words 27 Take out light pencil lines 30 “What am ___ think?”, 2 words 31 Material which is a preferred support for oil painting 32 Prettier 33 Super Bowl score
SEE PAGE 41 FOR THE SOLUTION
DOWN
1 Great May day for photos and frames
9 In the center 11 School awards ceremony, recorded in many framed photos 12 Noise of an engine 15 Relating to historical preservation 16 Shopper stopper 18 They’re used to create dimensional matting 19 Fastening in a way 20 Vivian Kistler’s “____ of Professional Picture Framing” 24 Collection 26 Circle segments 28 Pose for a picture 29 Final step
PFM March 2019 39
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.
Decor Moulding is pleased to announce the introduction of OSLO, a new line of eight new, contemporary, sleek styles in beautiful wood stains of light gray, dark gray, white, and walnut with accent lines in silver and gold. Available in two standard widths of 1 1/4'' and 2'' with a full 11/16'' rabbet height, these mouldings will fit so many types of art. Order corner kit #CS-OSLO 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. Delta has just released this collection of contemporary wood floater frames with a 7/16'' face. The profile measures 1 3/4'' wide and 2 9/16'' tall. Available in gold and silver leaf as well as black, white, and espresso. For samples and pricing, please call the office. To see all new releases, please visit the website or call the office and request a 2019 Product Supplement.
Framerica Framerica’s Chalked Collection features wood tone finishes that are cerused to accentuate the graining. “Cerusing was invented hundreds of years ago to draw out the detail and character of wood grains,” notes Josh Eichner. “The technique created a beautiful ‘chalk’ effect, which is where the collection gets its name.” Chalked includes five colors and is available in profiles ranging to 3''.
Call: 800-327-5482 www.deltapictureframe.com
Call: 800-372-6422 www.framerica.com
Framing Fabrics
Larson-Juhl
The new 2019 Ambrosia fabric introduces a more distinct texture and offers beautiful, vibrant colors that will offer a wide range of use in the framing industry. The sample page is included in Framing Fabrics’ Designer Edition Fabric Sample Book, which can be purchased for $50.
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.
Call: 800-832-2742 www.nnigroup.com
Call: 770-279-5222 www.larsonjuhl.com
CONTENTS AD INDEX
Michelangelo Moulding
Universal Arquati
A rare blend of beauty and utility, the Michelangelo Moulding 317 series floaters are special. Both the metallic leaf patterns cover the full inside wall, the top surface, and the whole back. Measuring 1.5'' inside, 5/16'' top, and 2'' sidewall, the silver, gold, and black stocks are available.
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.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 800-668-3627 www.universalarquati.com
40 PFM March 2019
Crossword Challenge Puzzle Solution
PFM March 2019 41
Distributor Spotlight
CONTENTS AD INDEX 42 PFM March 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 March 2019 43
Index Advertiser
Page
Advertiser
Page
888 Manufacturing Corporation ..............................................................18
Hoffmann Machine Company ..................................................................42
888-338-3318
866-248-0100
www.888mfgcorp.com
www.hoffmann-usa.com
Active Sales ......................................................................................19, 42
House of Troy .........................................................................................28
800-937-2255
800-428-5367
www.activesalesco.com
www.houseoftroy.com
Alpina Manufacturing, LLC ......................................................................43
Jack Richeson & Co. ................................................................................42
800-915-2828
800-233-2404
www.fastchangeframes.com / www.bannergrip.com
www.richesonart.com
Beale Ash Distribution .............................................................................30
Michelangelo Moulding ...........................................................................21
877-465-4538
877-422-8812
www.bealeash.com
www.michelangelomoulding.com
Capax-Frame It ......................................................................................18
Miter Master ...........................................................................................42
800-942-2729
800-446-6622
www.capax.com
www.qualitysaw.com
CMI Moulding .........................................................................................42
Omega Moulding Company ...............................................7, 37, 41, 43, 45
301-476-7440
800-289-6634
www.cmimoulding.com
www.omegamoulding.com
Craft Inc. ................................................................................................31
Picture Woods Ltd. ..................................................................................31
800-827-2388
800-321-6522
www.craft-inc.com
www.picturewoods.com
Crescent Cardboard Co. .......................................................................5, 27
Pro Tapes & Specialties............................................................................25
800-323-1055
800-345-0234
www.crescentcardboard.com
www.protapes.com
Decor Moulding & Supply ......................................................23, 37, 41, 43
Rhonda Feinman Custom Frames ...............................................................6
800-937-1055
800-297-1566
www.decormoulding.com
www.rhondafeinman.com
Engelsen Frame & Moulding ....................................................................42
The Fletcher Business Group ....................................................................29
800-422-6731
800-843-3826
www.engelsenframe.com
www.fletcher-terry.com
Fixons ....................................................................................................42
Tru Vue ..................................................................................................15
714-526-3455
800-621-8339
www.fixons.com
www.tru-vue.com
Foster Planing Mill ............................................................................39, 42
Universal Arquati ................................................................................9, 35
323-759-9156
800-668-3627
www.fosterplaningmill.com
www.universalarquati.com
Frame Specialties ....................................................................................37
Wall Moulding ........................................................................................47
800-777-3165
800-880-9315
www.kooltack.com
www.wallmoulding.com
FrameReady ...........................................................................................42
West Coast Art & Frame Expo ..................................................................13
888-281-3303
800-969-7176
www.frameready.com
www.wcafshow.com
CONTENTS
Framerica....................................................................3. 4 , 41, 43, 45, 48
Wire & Cable Specialties ..........................................................................36
800-372-6422
866-219-3133
www.framerica.com
www.wire-cablespecialties.com
FrameTek ...............................................................................................38
Wizard International ...............................................................................17
800-227-9934
888-855-3335
www.frametek.com
www.wizardint.com
AD INDEX
Frank’s Fabrics for Framers .....................................................................42
Z Hardware ............................................................................................42
888-332-2749
800-369-5970
www.franksfabrics.com
www.zhardware.com
Gluefast Company ..................................................................................42
Ziabicki Import Co. .................................................................................28
800-242-7318
262-633-7918
44 PFM March 2019
www.gluefast.com
www.ziabicki.com
(Continued from page 46)
metal, and green stand out beautifully against the light
long, which made cutting them with my fillet cutter extra
background and make them the star in this shadowbox.
tricky. I finally did it (with my fingertips still intact). Once I got all 20 pieces perfect, I glued them together and they
Frame and Fillet
were ready to paint.
This is where the project gets tricky. When I chose the soft
The fillet was the shape and width I liked best with the
and simple mat colors, I knew I had to add additional de-
frame, but it was too white. I added a few coats of acryl-
sign elements to keep it interesting. I like to use neutral
ic paint to tone the fillet so it perfectly matched the warm
colors in my frame designs because it emphasizes the
beige shades of the frame. To get the 3 ½'' depth I needed to
items instead of the frame, but it does mean additional
cover the depth of the rolling pin, I used the same moulding
elements need to be added to avoid a boring design. In
but turned on its side. I like this technique; it adds anoth-
this project, I added a complicated mat opening with the
er design element to the side of the frame, which is often
custom fillet. The single linen mat was cut from a cut art
ignored. This profile was perfectly suited for this, too. The
pattern in my Wizard CMC design program. That part was
deep rabbet held the face-frame perfectly. I joined them
easy. The 45-degree angles in the mat corners made cut-
both together and the project was ready for the final assem-
ting the fillet a real challenge.
bly. The finished project measures approximately 24'' x 28''
This is where I’d like to tell you I had an easy hack for
and is finished with premium glazing.
cutting these mini fillet pieces, but sadly, I don’t. It took sev-
I hope I’ve given you some food for thought when plan-
¾''
ning your own framing projects for this special holiday. PFM
eral tries to get it right. The angled segments are only
CALENDAR OF EVENTS ABC SCHOOL OF PICTURE FRAMING (WEST ISLIP, NY) offers a hands-on, 4-day course. One-on-one and advanced classes offered. Visit www.abcschoolofpictureframing.com or call 800-810-8849. AMERICAN PICTURE FRAMING ACADEMY 2- and 4-day Basic and Advanced classes feature technical, business and design training. Call 888-840-9605 or visit www.pictureframingschool.com. ART TO BE FRAMED (MT. SHASTA, CA) is an instructional and educational custom picture framing retreat. One-on-one instruction, beginners through advanced. Visit www.artrobeframed.com or call 530-926-3609. ARTISTIC EDGE GALLERY & FRAMING offers a four-day, hands on, one-on-one class that is tailored to attendees’ individual needs. The class tackles both the artistic skill and business sides of running a gallery or custom frame shop. Call 916-482-2787 or email kathy@artisticedgeframing.com for more information. B.L. HAYMOND SUPPLY (Ukiah, CA) offers hands-on, one-on-one, 2-day Oil Painting Restoration Workshops with an experienced conservator. E-mail: blhaymondsupply@pacific.net or visit www.blhaymondsupply.com or call
707-462-4221. CHARLES DOUGLAS GILDING STUDIO (Seattle, WA) offers a 3-day intensive in traditional water gilding with an experienced professional. Call: 206-795-8376 or visit www.gildingstudio.com. COMPLETE FRAMER’S SUPPLY, INC. (Fort Lauderdale, FL). Call 800-3303263 or 954-581-2444 to register and for class schedule or visit www.completeframers.com.frame tutor school (Alberta, Canada) offers a 3-week course (90 hours) hands-on professional training. Weeks 1 & 2 Basic; Week 3: Advanced (Design & Specialties) Call 800-268-0897, e-mail: penny@frametutorschool.com or visit www.frametutorschool.com. SEPP LEAF (New York, NY) offers 1-week traditional water gilding, glass gilding, and Kolner Gilding Method classes. Visit www.seppleaf.com or call 212683-2840. VALLEY MOULDING & FRAME (N. Hollywood, CA) offers 5-day Basic classes and 1-day advanced class. Visit www.valleymoulding.com or call 818-7695656. PFM March 2019 45
DESIGN OF THE MONTH By Meg Glasgow
A Shadowbox for Mother’s Day
T
his Mother’s Day, I’m cooking up something good. This shadowbox showcases a favorite family recipe
and treasured tools from grandma’s kitchen. At least, that’s what I want you to think. The truth is, I bought these abandoned heirlooms at an antique shop. Why, you ask? Was it driven by some strange desire to give a home to misplaced antiques? Perhaps, but the
it’s been saved over 630 times on Pinterest.
real reason is because I wanted to inspire peo-
The rolling pin anchors the design in the cen-
ple by presenting what’s possible with custom
ter. It made the most sense to place it vertical-
framing. It’s such a shame that many people
ly right in the center due to its size and bright
have treasured items like these tucked away
color. I placed the whisk and pastry blender
where no one can see them. I wanted to show
in opposite corners to separate the curved
how antique items can be modern and fit in
shapes. The cookie cutter and recipe finish
with contemporary home decor. I’ll tell you
off the other corners. You’ll notice that the
how I built this Mother’s Day-inspired shadow-
green color is arranged evenly around inside
box in the hope that you’ll create something
the frame. This helps to keep the viewer’s eye
like it to inspire your customers. Here’s how
moving across all the items.
the project came together.
Layout
Color The use of color is this frame—or rather, the
CONTENTS
The recipe for this special shadowbox begins
lack of it—is a very important design element.
with the layout of the five items. It’s actually
I chose to keep the material colors in neutral
my favorite part of the project, and it didn’t
shades of beige instead of adding any accent
happen by accident. I gave careful consider-
colors like the green. By keeping the colors
ation to the placement of each item. The bal-
soft and light, the viewer’s focus is on the ob-
ance is created by the thoughtful layout that
jects and not the frame. I’m a big fan of this
is pleasing to the eye, which is probably why
approach. The contrasting colors in the wood,
AD INDEX
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.
46 PFM March 2019
(Continued on page 45)
A neutral framing palette makes the metal and green accents on these baking tools pop in the shadowbox.
