AWARD-WINNING FRAME DESIGN GOLTZ ON OUR EVOLVING INDUSTRY • FRAMING A WEDDING DRESS
ST SA Š2020 Framerica is a registered trademark of Framerica Corporation.
TAY AFE
Contents
PFM is a member of:
Volume 31, Number 5
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover Renate Eschmann and Christopher Soltis, of Color Wheel in McLean, VA, won the 2019-20 PPFA International Framing Competition, PRINT Category after judges selected their original design that showcased the vibrant colors of the artwork with LED lighting. For the full story, see page 22.
Features 22 PPFA PRINT Competition Winner 28 Pocket Guide to Filing Business Insurance Claims 30 COVID-19: How Frame Shops Are Responding 40 10 Things You Can Do Right Now 45 In Memoriam: Bill Parrie
COVID-19 How Frame Shops Are Responding
30
Columns 12 Sales Strategies 16 Goltz on Business 50 Design of the Month
Departments 8 10 43 46 47 47 48
Editor’s Note Industry News Crossword Puzzle Index of Advertisers Distributor Spotlight Crossword Solution Product Showcase
28
12
16
40
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 © 2020 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
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PFM Publishing
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 • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com • 848-231-4082
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS
Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS 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
B USI N E S S E D I TO R
ADVERTISING SALES
sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com 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 PRODUCTION
A D V E RTI S I N G C O O RD I N ATO R
Jin Dong • ads@pfm-group.com
SUBSCRIPTIONS TOLL FREE: 888-238-0049 pictureframing@omeda.com
WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com
Deborah Salmon • dsalmon@wcafexpo.com Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com
TRA D E S HO W D I RE C TO R E X HI BI TO R S E RV I C E S
WCAF EXPO SALES
sales@wcafexpo.com
CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@pfm-group.com
AD INDEX
PFM PUBLISHING, LLC PRE S I D E N T
6 PFM May 2020
Bruce Gherman
TRU UNSEEN HEROES REVEALED Optium Museum Acrylic®
Artwork: “What You Don’t See” by Cory Gans
Patrick Planeta
Interior Designer & Owner, Planeta Design Group
Stephanie Putland
Frame Designer at Jameson & Thompson (Adjective Art & Framing)
Tru Vue® proudly celebrates custom framers, working unassumingly to create something special for their customers. Like our Unseen Hero Stephanie Putland, who used Optium Museum Acrylic® to preserve Patrick Planeta’s fittingly titled “What You Don’t See.” Its unmatched features provide this stunning piece the ultimate protection and presentation.
Discover the Tru Story behind the piece and custom framing greatness at tru-vue.com/unseenheroes. ©2020 Tru Vue, Inc. All rights reserved. Tru Vue and the Tru Vue logo are registered trademarks of Tru Vue, Inc. McCook, IL USA.
From the editor’s desk
W
During an unprecedented, difficult time, framing retailers continue to show their strength, creativity, and resilience.
CONTENTS AD INDEX 8 PFM May 2020
hen our editorial team first discussed what kinds of content we thought should appear in our May issue, it was early January, after the holidays. We planned to cover a range of topics on the technical and design aspects of custom framing, as well as business strategies from sales and marketing gurus. We never thought we’d be running articles on what to do during a pandemic that’s necessitated the closure of many businesses worldwide. Like you, we have had to adapt to rapidly changing laws, policies, and economic conditions. I firmly believe we will come out stronger people on the other side of it: more creative, more flexible, more resilient. Already we are seeing frame shop owners use their business acumen and imagination to invent ways to keep in touch with and continue to serve their customers, even during this challenging time. We surveyed frame shop owners around the world to find out how they are weathering this period of social distancing; some of their best advice can be found in “How Frame Shops Are Coping During Coronavirus” (page 30). We were heartened by the hundreds of retail-
ers who told us they were still doing business by way of curbside pickup and dropoff, home delivery, virtual consultations, web orders, gift item sales, and more. This isn’t the first hardship framers have endured; as Jay Goltz points out in his latest column (page 16), the industry is a resilient one, evolving through changing trends, technology, and a massive recession in 2008. This too shall pass. There’s plenty to be done in the meantime to get your business ready for reopening. Timely articles from Jared Davis (page 12) and Meg Glasgow (page 36) offer actionable ideas for weathering the storm and readying your business for reopening. That and much more, including framing news and design ideas, can be found in this digital issue. Maya Angelou said, “You may not control all the things that happen to you, but you can decide not to be reduced by them.” We cannot control what’s happening with covid-19, but we can decide how we handle it.
Kimberly Biesiada Editor
INDUSTRY NEWS Crescent Cardboard Launches Four New Products
object or artwork. The 2020-21 PRINT is a handmade book,
Crescent Cardboard recently debuted BriteCores 8-Ply, Etched
“Devoted Thoughts about Dogs” by Plee (Penny Tucker), with a
Metals, and Winter White and Sanguine RagMat matboards.
soft wrap-around leather cover of natural taupe (suede side out),
BriteCores 8-ply matboards are an extension of Crescent’s Select BriteCores
Crescent BriteCore matboard
a contrasting tie, and metal paw print charm as a latch. Entry into either category begins with a digital round, mak-
line that features deeply
ing it easy for PPFA members around the world to take part.
pigmented, bright color
Pieces can be submitted online with three photos and an entry
cores with two usable
form. All entries are judged electronically by three accredited
surfaces—white on one
PPFA judges. The top 50 qualifiers in the digital round will be
side plus a core-match-
invited to ship their physical entry to the January 2021 Inter-
ing color. The 8-ply mat-
national Framing Competition Finals at the PPFA Convention/
boards allow for a deep-
WCAF Expo in Las Vegas. These entries will be judged by a
er, more dramatic bevel
new set of judges and displayed on a competition gallery wall
that lets the accent color
at the WCAF Expo, and be eligible for Popular Choice voting
show through. They are
by attendees.
sturdy enough to support
The $40 print can be purchased at www.ppfa.com. A re-
large prints, and their
ceipt and online entry instructions will be emailed to you upon
bright colors make them
purchase. Email competition@ppfa.com with questions.
ideal for framing vivid art. Etched Metals metallic matboards have a subtle texture
Framerica Welcomes Lonnie Baskerville
and hint of shimmer. White core matboards are available in
Lonnie Baskerville is the newest member of
brushed brass, gunmetal, and oil-rubbed bronze. For a more
Framerica’s imaging team. “Lonnie brings a
dramatic effect, black core matboards are offered in gunmetal
deep design background and wealth of cre-
and oil-rubbed bronze. They are made of 100-percent alpha
ative talent,” notes Corinne Ferrara, market-
cellulose construction and are acid-free, lignin-free, and fade
ing director. “He has made an impact from
and bleed resistant.
day one.” For more information, call 800-
The two new colors in Crescent’s RagMat Museum Solids
372-6422 or visit www.framerica.com.
Lonnie Baskerville
collection are Winter White and Sanguine. Winter White is the most brilliant white the company offers. Made of 100-percent cotton with solid color throughout, Winter White is available in both 4-ply and 8-ply. Sanguine is named for the reddish-brown
Picture Woods Offers Joining Service Picture Woods recently announced that joining service for chops is now being offered to customers.
chalk used by the masters in the fifteenth and sixteenth centu-
With this service, framers can
ries. Crescent’s Sanguine matboard perfectly complements art
get professional-quality assembly
created with this special media and color. For more information,
for all profiles and finishes in Pic-
visit www.crescentcardboard.com.
ture Woods’ line at a competitive
CONTENTS
PPFA Extends Competition Deadline Through August
flat rate, save space and time, and take the stress and risk out of the
There is still time to submit your entry to the 2020-21 PPFA Inter-
assembly process. All profiles are
national Framing Competition; digital entries for the first qualifying
offered assembled for a flat fee,
round will be accepted through Aug. 31. The competition features two categories: the PRINT and
AD INDEX
the OPEN. Framers can en-
Available sizes are based on outside dimensions, which deter-
ter the OPEN category with
mine the packaging that can be used. The maximum outside di-
any project of their choice,
mension is 45”, with the second dimension no longer than 27”.
while the PRINT category challenges framers to design a package around a specific 10 PFM May 2020
inclusive of dovetail routing. Packaging is designed to avoid oversize fees with UPS and FedEx.
This service is being steeply discounted throughout May. Call 800-321-6522 for details or to place an order. PFM
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Adding Value to Your Business During Quiet Times What you can do now to improve your business— even during shutdowns
T
here is no doubt that the COVID-19 crisis will test us all on multiple fronts. Ultimately, it is an issue of
survival. For retailers, that means not only focusing on the health of ourselves, our families, and our employees, but on the health of our businesses. When things suddenly go quiet and customers stop walking through your doors for reasons beyond your control, there is a significant degree of shock and paralysis that can set in. It can also be difficult to stay focused on
gies to make it easier for your customers to do
what you can and should do when you have
business with you.
the polarizing distraction of news media.
It’s important to keep in mind that many
But there are things you can be doing
of your customers may not be impacted finan-
now to help your business survive these tough
cially so much as they are emotionally. While
times and beyond. Here, I’ll explore some ways
they are spending less money on outdoor en-
in which you can meet the changing needs
tertainment (restaurants, bars, concerts, etc.),
and habits of your customers and add value to
they might have more to spend on decorating
your business even during mass shutdowns.
their homes. However, consumers need to feel
Adapting to Changing Behavior
safe and comfortable in order to spend money. Your job is to find ways to provide your cus-
CONTENTS
For those that have an option to keep their
tomers that sense of assurance, paving the
business open, now is the time to embrace
path to purchase. Some ideas to accomplish
technology and implement some new strate-
this include:
AD INDEX
Jared Davis has 25 years of industry experience and is the business development manager
for Larson-Juhl 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. 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 popular sessions on sales strategies at The National Conference in Las Vegas every year.
12 PFM May 2020
Many of us are being faced with slower sales due to COVID-19. There are many ways to invest in your business despite this.
• Keeping things clean. Advise your customers of all improved personal safety policies and cleanliness proto-
media, or even by calling your top 10-20 percent of customers to let them know directly.
cols in your shop. People want to know you are respect-
Depending on your location, you’re likely experienc-
ing social distancing and prioritizing the health and
ing some level of uncertainty and confusion amidst all the
safety of your customers and employees.
active and imminent shutdowns and wondering how long
• Doing business by appointment only. In lieu of walk-
your business can endure this challenging period. However,
ins, work with your customers to set up one-on-one de-
there may be some silver linings to finding yourself with a
sign consultations by appointment.
sudden abundance of spare time. When things finally recov-
• Offer an incentive. Now could be a great time to offer
er, you will want your business to be prepared. Now is a good
your customers a promotional incentive, such as a free
time to focus on your “too-hard” basket: those important but
gift with every frame.
not-so-high-priority tasks you’ve been putting off because
• Pickup, virtual design, and delivery services. Many
of a lack of time.
people will be hesitant to leave their homes to do busi-
Let’s look at some ways you can improve your business
ness with you. Why not go to them? Some framers I
during times like this. I’ve separated them into two catego-
know have introduced a contactless pickup service to
ries: physical tasks, which are related to the hands-on as-
collect customers’ artwork. With the help of technology,
pects of your business; and digital tasks, which can be done
they then offer a virtual design consultation via email,
while working from home.
Skype, or Facetime, which allows their customers to still engage with them in the design process. It also allows
Physical Ways to Add Value
the framer to able to complete a job for a client, which
Mini-renovation. While many people are forced to stay at
they can then deliver back to the customer’s doorstep.
home and cannot otherwise spend their money on travel
If you do implement any protocol changes like this, pro-
and entertainment, paint manufacturers are reporting in-
mote these services to your customers via email and social
creased business through hardware store distributors. Home
PFM May 2020 13
renovation projects have clearly started to kick in for many
sumer to visually determine where one sample starts and
stir-crazy families; good news for framing retailers, who spe-
the next one ends. I suggest giving a distance the width of
cialize in custom interior decoration. Does your shop look
your little finger between each sample. Also consider add-
fresh, new, and ready to greet your customers? Take a leaf
ing some framed examples into your sample wall display
out of your customers’ book and pick up a few cans of paint.
to help break up the visual monotony of endless samples.
A fresh splash of clean white or vibrant color on your walls,
These examples could double as sales aids to demonstrate
door trims, and more can make a big impact at a small cost.
design concepts such as a float mount, a shadowbox, a fillet,
Lighting. Could your showroom or display lighting fix-
and more.
tures benefit from an update? High-quality track lighting
Product and personal development. There are many
with modern, cost-efficient LEDs is now more affordable
specialty concepts that could complement and enhance
than ever. Time to light things up!
your frame designs and maybe even help you develop a
Merchandizing. The way your products are presented
new niche market. Some examples include decorative mat-
in your store has a huge influence on your sales, and the
ting, such as fabric wrapping, gilded bevels, and traditional
key to making a successful first impression with your cus-
French matting; unique frame finishing techniques, such as
tomers is your merchandizing. With your target customer in
gilding; and digital printing services, such as wide format
mind, consider introducing fresh and innovative products
printing and photo restoration. It’s an ideal time to develop
such as decorator homewares and gifts that could comple-
some of these skills to improve your offerings and foster a
ment your custom framing.
deeper passion for your career.
In-store displays. Customers benefit from inspiration,
Professional certification can also add value to your
and from their point of view, seeing is believing. Are there
business. Set aside time to research the certified picture
props, display concepts, and ideas you could fabricate to
framer (CPF) designation awarded by the Professional Pic-
demonstrate some great ideas and inspiration? For exam-
ture Framer’s Association. The association’s website, www.
ple, what about a “good-better-best” frame display or some
ppfa.com, has information on the CPF exam and resources
framed examples that feature high-value concepts like
like a study guide and recommended reading.
stacked frames, fabric mats, premium glazing, and fillets? Window displays. Although it may be quiet right now,
Digital Ways to Add Value
a great window display can capture attention and inspire
Corporate identity. Consider updating your business’s over-
customers to come into your store. Design and plan some
all image. Does your logo seem dated? What about your col-
potential window displays for the future, making them easy
or palette? Good branding can add value to a business in
and ready to implement when the time comes. Seasonal
multiple ways, such as increased consumer trust and per-
themes are a perfect place to start. Good window displays
ception.
might also require specific signage and props. Use this
Website. Virtually everyone uses Google as their prima-
downtime to source and fabricate what you’ll need now and
ry search engine today. Approximately four out of five con-
have it ready to roll out when your shop is back up and run-
sumers use online research to make buying decisions, so a
ning.
good online presence is critical to your business. Here are
Stock materials. To reduce impact on your cash flow, now is a good time to take stock of your current inventory
CONTENTS
and focus on using and selling what you have available. Moulding sample display. Review your most important
some tips to consider when updating or redesigning your website: • Keep it simple. Consumers need to be able to clearly find what they’re looking for.
AD INDEX
selling tool; your moulding sample wall. Start by removing
• Images are more engaging and valuable to your website
and replacing any damaged or worn samples. One of the
than written content. Use professional photography
golden rules of merchandizing is “eye level is buy level,” so
whenever possible, and personalize images with hu-
it’s important to make sure your high-value mouldings are
man content, such as shots of yourself, your team, and
optimally positioned for easy access. The space between
even happy customers.
your samples is just as important as the sample itself. A
• Make sure your website is dynamic and adapts well to
wall of tightly bunched corner samples creates a continu-
different devices like computers, tablets, and smart-
ous blend of color and texture, making it difficult for a con-
phones. This requires using a modern platform like
14 PFM May 2020
Wordpress that allows for mobile-friendly formatting. • Showcase an inspirational gallery of examples. Business listing. If you haven’t already done so, claim your Google Business listing. Most consumers who search
glazing options. These types of videos don’t have to be slick, professional productions; in fact, they can come across as more credible when you personalize them and feature yourself and/or your staff.
for your business will read your listing before they even
Social media. Learn more about managing your social
get to your website, so making sure your address, contact
media presence. You could invest some time to create and
information, and store hours are up to date is critical. It’s
schedule future posts based around seasonal opportunities.
also important to include recent, inspiring photos of your
Keep it social; promote and personalize stories about cus-
business. If possible, set up a Google 360 tour inside your
tomers and their special framed pieces.
shop. About 80 percent of consumers read online reviews
Electronic digital marketing. If you have a database of
before buying anything, so soliciting five-star reviews from
customer email addresses, you can use this for marketing
your happiest customers should become part of your sales
email campaigns via popular web-based email clients such
routine. You could also contact some of your best regular
as MailChimp or Constant Contact. Many of these clients
customers now and ask them for help with this.
offer free versions and are very easy to learn and use. They
Videos. After Google, the second most popular search
also offer step-by-step tutorials to learn how they work.
engine in the world is YouTube. Harness the power of this
Now could be a great time to get your head around this part
platform and create a free YouTube page for your business
of your business and build a schedule of future email cam-
(don’t forget to add links to your website and social media).
paigns to directly market to your customers.
Why not upload a virtual tour of your business? For ex-
Even though there is so much uncertainty and fear
ample, you could make a montage of your backroom oper-
right now, there is one thing we be sure of; there will be an
ation to help sell the artisanal aspect of custom framing. Or
end to this. Keep busy, stay safe, and do what you can now
you could create an informative video explaining the fea-
to prepare for better times ahead. PFM
tures and benefits of different products such as premium
PFM May 2020 15
GOLTZ ON BUSINESS
by Jay Goltz
Custom Picture Framing: a Look at Its Past, Present, and…Future? We've endured recessions, style shifts, and new tech; we will endure this, too.
I
educated than their parents, were traveling more, more women were entering the workforce, and they had far more discretionary income than previous generations. The second thing was the explosion of the popularity of
thought the 2008 economic crash and housing meltdown would be the crisis of my picture framing career. Never in
my wildest dreams (or nightmares) would I have guessed my business would be shut
posters, vintage posters, signed and numbered prints, and art photography. So, lots of new things to frame, and lots of people with money. As a result, custom frame shops and poster shops became a “growth industry.”
down for 10 weeks this year. But if I have
In the 80s and 90s, the underpinner and
learned anything about dealing with prob-
computertized mat cutter were introduced.
lems one encounters in entrepreneurship, it
Computers started to show up in frame
is this: one, it is what it is; and two, deal with
shops, and mouldings, matboards, and glass
it. The question is, when we look at the big
all become more sophisticated. Picture fram-
picture, what are we dealing with?
ing trade shows took place every few months,
Will business come back to “normal”
and Picture Framing Magazine was launched.
eventually? How will this compare to the
The industry had become so successful that
aftereffects of 2008? Good questions. I have
the big box stores started to get in on the ac-
been in the picture framing industry since
tion. These were definitely the go-go years.
the 1970s. I am going to take this opportuni-
While we were all having a good time
ty to give you my analysis of where we are,
framing lots of pictures, three other things
where we were, and where we are going. Then
were slowly occurring as we entered the 21st
I am going to go take a nap. I deserve it.
century that would play major roles in the de-
CONTENTS
Understanding the evolution of the cus-
cline of custom picture framing volume. The
tom picture framing business is critical to
baby boomers were getting older and down-
understanding what is going on, and criti-
sizing, and their children did not necessarily
cal to predicting the future. The 70s had two
enjoy the same amount of disposable income
things going on that would drive tremendous
their parents did at their age. At the same
growth. The first was that baby boomers were
time, technology was subtly affecting not
graduating from college. They were more
only the art being produced, but also on the
AD INDEX
Jay Goltz is president and founder of Artists Frame Service, Inc., the world’s largest custom picture frame shop, and Bella Moulding. With more than 40,000 square feet and 50-plus employees, this facility is more than 20 times the size of the average picture framing company in the U.S. He also owns Chicago Art Source and Jayson Home, located adjacent to his framing business in Chicago. Jay has received numerous business awards and is a frequent public speaker. Artists Frame Service was featured in the book "Small Giants-Companies That Choose to Be Great Instead of Big" by Bo Burlingham (editor of Inc.). Jay is also the author of "The Street-Smart Entrepreneur." 16 PFM May 2020
need for framing. Wrapped canvases and televisions hung
what framing does to their cherished art, photographs,
on walls where a piece of art would have been in previous
mementos, and their homes and offices when they do
decades. People started to buy more pre-framed pictures
beautiful custom framing. That has not changed. While
online and in large retail stores; there was also increased
being closed has caused tremendous short-term pain, I
demand for unframed prints on metal and acrylic. Chang-
believe that sales are going to bounce back, because other
ing design tastes played a part, too; a greater emphasis on
than being forced to close, nothing has changed. We have
open architecture meant less wall space, and minimalist
already absorbed the big “hit” from all those things I men-
interiors didn’t lend themselves to lots of custom framing.
tioned above. The fact is, I’m sure there will be some frame
What happened to the economy in 2008 was a major
shops that decide they have had enough fun and will not
turning point for hundreds of industries, including ours.
re-open. Not too many, but some. That will free up market
Since a major component of the slowdown was a hous-
share for those who remain. But there will be change.
ing crash, a tremendous loss of equity, and fewer people
While the 2008 recession caused a major reduction
moving, it was particularly tough on those in the art and
of frame shops, it didn’t really result in a big shake-out
framing business. My best guess is that the custom fram-
of suppliers. I believe we are now going to go into a new
ing industry shrunk by about 30%. The number of frame
era of what I would call “market adjustment.” Let’s con-
shops dropped tremendously as many of the smaller ones
nect the dots. Dot number one: design. Over the last 50
closed. We shrunk, but we did not disappear.
years, this industry has become much more sophisticat-
I’m getting to the good news. The government does
ed with tremendous finishes, conservation products, and
not consider us an “essential business.” True, you don’t
new ways of producing art. I started importing beautiful
need us to live. But you do need us to live well! Our cus-
mouldings from Italy and Spain over 20 years ago because
tomers, who make up about 3% of the population, love
I realized that we were slowly but surely becoming a de-
CONTENTS AD INDEX 18 PFM May 2020
sign industry.
can give you great products that are in stock. This allows
Dot number two: supply chain. The industry has got-
us to continue to hone our skills and craft so we can make
ten smaller, and corporate giants have moved on to either
homes and offices more interesting, personal, and beau-
selling to the mass market stores or just plain shrunk. I
tiful. Basically, custom picture framing rocks. Am I right?
believe we are going to see a continuation of the retreat
While some suppliers are sure to abandon the industry,
of the “corporate class.” There isn’t enough money in our
they will be replaced by others who like what we do, who
little old industry to keep them interested and invested.
don’t have to answer to money managers, and who serve
It had already started before the pandemic.
retailers who are looking for great products and service
Dot number three: relationships. We only have one
that will allow them to thrill their customers.
national trade show and conference, and at our last one,
But there is one more dot. Number four: smart busi-
a few suppliers decided that we were no longer worthy of
ness. Most of the people who are still in this business are
their appearance. Based on how busy their competitors’
not just framers; they are people who own frame shops
booths were, I don’t think many people missed them. If
that frame pictures. This pandemic has resulted in a lot
you have ever been to the West Coast Art and Frame Expo
of stress. To help everyone recover and thrive, I feel com-
and The National Conference, you know that it is kind of
pelled to give some advice. I have been speaking at The
a trade show/love fest. It's all about furthering your fram-
National Conference for 20 years, and I have talked to
ing and business education, comparing notes with peers,
hundreds of framers over the years. More than ever, it is
finding new and exciting products and equipment, and
time to replace fear with focus. Here are three things to
making friends who share your passion. This is a people
focus on:
business. Finding and keeping the right customers, finding and keeping the right staff, and finding suppliers that
• Manage your corner samples. The disruptions with manufacturers all over the world is going to result in more stock outs. It is what it is. Deal with it! Curate your corner samples. Dare I say, throw some out. Obviously try to not sell frames that are on backorder. • Many of your customers want something extraordinary. Every rep has heard, “I can’t sell that.” The joke is, they know that the frame shop down the block is. The rep doesn’t want to insult you and tell you that you are wrong. • There are 20 reasons why someone stops doing business with a frame shop, from selection to quality to design to price. The only one they will complain about is price, so many frame shops think their customers are primarily price-driven. Every study shows that price is way down on the list. Sell beautiful fram-
CONTENTS
ing, charge for it. Repeat. It has been a tough couple of months, but the storm will clear. As Kevin Costner said in the movie Robin Hood:
AD INDEX
Prince of Thieves, “One man defending his home is worth more than ten hired soldiers.” Framing is our homeland. Now is the time to regroup, be fearless, and be the frame shop your customers are looking for. PFM
20 PFM May 2020
Frame Design Lights Up Competition By Kimberly Biesiada
Renate Eschmann and Christopher Soltis at Color Wheel in McLean, VA, smile in front of their winning piece. The frame is displayed in the shop with an intriguing sign that reads, “Ask to see me light up.” Customers also can’t miss the several ribbons awarded during the competition.
CONTENTS
R
enate Eschmann and Christopher Soltis, of
the step-by-step framing process she and her team com-
Color Wheel in McLean, VA, became the win-
pleted to produce this unique piece.
ners of the 2019-20 PPFA International Fram-
AD INDEX
ing Competition, PRINT Category after judges selected
How did you get your start in the framing industry?
their original design that showcased the vibrant colors of
Color Wheel is a family business that started in 1965. My
the artwork with LED lighting. Eschmann, Soltis, and their
brother Charlie and I are the business’s third-generation
team drew on their many years of experience, as well as
owners. I started in 1977 working in various areas of the
the inspiration that came from viewing the print, to exe-
business, including picture framing. Christopher joined
cute their vision. The piece was awarded first place during
our team of artisans in May 2019 after 16 years at anoth-
the competition award cocktail reception, which was held
er local shop.
at the 2020 West Coast Art and Frame Expo in Las Vegas. In an interview with PFM, Eschmann offers insight into her background in the framing industry as well as
22 PFM May 2020
Can you tell me more about the business today? Color Wheel has been in the same location since its be-
Their design showcased the vivid hues found in the 2019-20 PPFA PRINT Competition piece by using a system of LED lights strung within the framing.
CONTENTS AD INDEX
ginnings as a paint and wallpaper
tween the group, and then finalize the
store. When our grandparents and
design together. The team includes
parents bought the business, the
Cyndi Geyer, manager; Katy Lewis,
owner was keeping himself busy
designer; and framers Hernan Picco
during the day by taking in picture
and Christopher. Cyndi has worked
framing. McLean was a sleepy little
in the framing industry since 1978
suburb of Washington, DC back then.
and has been with us at Color Wheel
They weren’t sure if framing was
for the past 19 years. Hernan has also
something worth doing, but they
been framing for Color Wheel for 19
thought, why not! Picture framing
years. Christopher had 16 years of
has become a significant part of our
framing experience before joining the
business, which still includes paint,
Color Wheel team last May.
wallpaper, and more. Take me through the steps of the
24 PFM May 2020
Was this your first entry in the PPFA
project, from start to finish.
International Framing Competition?
Here at Color Wheel, we enjoy the
Color Wheel has entered the PPFA
challenge of creating an original
competition many times over the
design. This piece of art got our cre-
past several decades. We’ve taken a
ative juices flowing with many initial
prize or two over the years. Chris-
ideas. We started out with the art it-
topher is new to PPFA but is looking
self, observing that it was translu-
forward to future competitions.
cent. We then realized that, when
Our team of designers and fram-
placed with light showing through it,
ers work together on the initial de-
the artwork’s colors looked the most
sign. We have a mini competition be-
intense. To get this effect was the
challenge. We brainstormed how to use lights inside the frame while ensuring proper protection of the piece. First, we chose frames that would enhance the art. The piece is primarily made up of cool colors, and silver frames work well with cool colors. Our choice around the art was a Furst Brothers 2491 frame. To achieve the depth needed for the lighting components, we used a second frame underneath. We also needed more width to the entire piece, so we chose to mount the framed art on top of a silk mat with 2” all around. The inside framed art sat on top of the silk mat with Gatorboard behind it for added strength. We then chose the outside floater frame. Archival corners were used to hold the art in place inside the top frame. We joined all three frames with glue and corner vises and our Cassese underpinner. Our Wizard computerized mat cutter was used to cut the mat around the art before a layer of Plexiglas was placed on top. Small,
battery-operated
LED
lights were strung along the inside to illuminate the art, and also installed outside the inner frame to cast light over the silk mat. Two toggle switches were placed at the top of the inside frame to turn the lights on and off. How did it feel to win? It
felt
surprised
fantastic. and
We
all
were
overjoyed.
Try-
ing to achieve our best paid off! What advice would you give a framer who is considering entering the competition for the first time? Always consider the art first; let
DESIGNER MOULDING
W
NE
VIRTUAL FRAME BUILDER
• Work with clients from a distance • Work with all our moulding with our closed corner frames • Work with our mouldings or others • It’s Quick & Simple! • Upload images or take a picture with your smart device • Use our APP which has AR Technology
it move you. Keep the design interesting and over-the-top. Create something that inspires viewers. PFM May 2020 25
Editor’s note: The 2020-21 PPFA International Framing Competition is now accepting entries online. This year’s print, titled “Devoted Thoughts About Dogs” by Plee, is a handmade book with a soft wrap-around leather cover of natural taupe, a contrasting tie, and metal paw print charm as a latch. This three-dimensional object may be framed any way you like: open, closed, flat, slanted, vertical, horizontal, floated, hung, or a versatile frame that allows for book access. FrameTek is sponsoring this year’s PRINT competition. The top 50 pieces from the digital round will advance to the 2021 WCAF Expo in Las Vegas. Winners will be announced at a competition reception and will be featured on a future cover of PFM. Entrants have until August 31 to submit their pieces for the digital round. For
The 2020-21 PPFA PRINT consists of six folded, hand-stitched, 10-page sections and two decorative end papers, making a total of 62 pages of dog images and quotes from famous figures like Elizabeth Taylor and Charles De Gaulle.
CONTENTS AD INDEX 26 PFM May 2020
more information and to order the print, visit www.ppfa.com. PFM
Pocket Guide to Business Insurance Claims Filing By Erin High
B
usiness today is taking place in a challenging environment. Those of us who are working are doing so under new and numerous pressures stemming
from the impact of the COVID-19 crisis. Most business owners do not prepare for the unpredictable and do not have information on filing a claim handy. Many of our Frame It business insurance clients have
contacted our office since the start of the pandemic regarding claims filing. Here, I have outlined what you need to know about filing such claims so you can do so with confidence and get the assistance you need as you continue to navigate this difficult time.
WHAT IS A BUSINESS LOSS?
Looking to file a claim with your business insurance agency but unsure where to start? Here are some tips for navigating the filing process, straight from the experts.
• An injury or damage sustained by the insured.
FILING A CLAIM? • First, review your insurance policy. The first page of your policy will have your carrier’s contact information. • Compare paying out of pocket or filing against your policy. • You will need the following information to file a claim: date of loss, cause of loss, nature and scope of damage incurred.
CONTENTS
• Documentation of the losses sustained by your busi-
AFTER FILING A CLAIM WITH YOUR INSURANCE CARRIER: • An adjuster will be assigned to your case and will contact you within five business days. • The adjuster will review your policy. • The adjuster will contact you for any additional documentation needed. • The loss will be approved or denied coverage. • When a loss is approved, damages will be assessed and monies paid out. • The claim will be closed. PFM
ness is very important. Classify whether it involves property, a third party, and/or your employees. • Collect any additional information to assist in your
AD INDEX
claim. • Contact your insurance broker and/or agent. File your proof of loss form as soon as possible after the incident—no later than the date specified in the policy.
28 PFM May 2020
Erin High Erin is a program coordinator and customer service representative for Capax – Giddings, Corby, Hynes. The company’s Frame It nationwide business insurance program has been serving the art and picture framing industry since 1989.
COVID-19 How Frame Shops Are Responding By Kimberly Biesiada
P
FM has collected perspectives from framing profes-
vey respondents was the U.S. Small Business Administra-
sionals around the world on how they are coping
tion’s Paycheck Protection Program (PPP), with 36% of public
during the COVID-19 pandemic. Retailers and sup-
funding recipients having gotten money from that program.
pliers were asked to complete an online survey that asked
Another 32% said they received one of the SBA’s Economic
questions about funding assistance they may have received,
Injury Disaster Loans (EIDL), while the remainder report-
their business’s current operating status, and creative ways
ed receiving assistance from state or local governments or
they are generating business and staying connected to their
other public sources. Public funding was significantly more
customers. Data gathered from the survey was compiled
common than private funding; only 25 respondents report-
into a report for this article.
ed receiving money from a private entity such as Amazon’s
One major finding of the report was that the vast ma-
Neighborhood Small Business Relief Fund.
jority of respondents were still operating their businesses in
Most respondents hailed from the US—91%—and were
some form during this challenging time. Of approximately
most commonly located in the Northeast, West, or Midwest
250 retailers who responded to our survey, about one-third
regions of the country, respectively. All fell under the cate-
(29%) reported their business as closed. Another 18% said
gory of small business owners, with 78% having one to four
their business was open for pickup, and 25% said they were
employees; 15% having five to nine employees; and the oth-
open for either inbound or outbound deliveries. Smaller
er 7% having between 10 and 99 employees.
portions of retailers said they were doing business online
Most encouraging of all were the open-ended respons-
(9%) or were fully operational (9%), while the remainder
es. The survey prompted retailers to describe how they had
listed other statuses such as “open by appointment only.”
been successfully generating business since the pandem-
While many reported limited production due to decreased
ic’s outbreak, as well as how they had been staying in touch
foot traffic, forced shuttering of nonessential businesses,
with their customers. Hundreds shared the creative ways
and supplier closures, it’s clear many frame shops have not
they have been fulfilling orders, generating interest, invest-
ground to a complete halt.
ing in their overall business, and strengthening relation-
CONTENTS
Many small businesses have also found short-term relief in the form of pandemic-related funding assistance from
ships with customers, creating a “new normal” in which to survive and, yes, even thrive.
AD INDEX
federal, state, and local governments and private organiza-
On the following two pages, you will find charts that
tions. One-quarter of respondents said they were awarded
break down the data discussed here. After that you will
funding from either a public or private agency, and anoth-
find several pages highlighting some of the best business-
er 10% said their application had been approved and were
boosting ideas shared with us by retailers and suppliers. We
awaiting funds. Most respondents—37%—said their applica-
hope their insights and successes inspire you as you adapt
tion was pending, while 21% said they had not applied for
your own business to weather the COVID-19 storm and pre-
funding. Only 9% reported having an application denied.
pare to reopen in the near future. PFM
The most common source of funding assistance for sur30 PFM May 2020
Where is your business located? 253 Responses
Including yourself, how many employees work at your business? 253 Responses
Please select one or more options that best fit your business’s current operating status. 251 Responses - 2 Empty
PFM May 2020 31
Have you applied for or received funding assistance from any public or private agencies? 253 Responses
Have you received funding from any public agency? 130 Responses - 123 Empty
Have you received funding from any private agency? 25 Responses - 228 Empty
CONTENTS AD INDEX 32 PFM May 2020
COUNT DOWN
TO A BETTER BUSINESS
10 MOUNTING METHODS FROM CHRIS PASCHKE
7 PRESERVATION FRAMING FROM HUGH PHIBBS
4 FRAMESHOP CREATIVITY FROM JOHN RANES II
1
9 A LOOK AT FRAME HISTORY FROM WILLIAM ADAIR
8 PROVEN SALES STRATEGIES FROM JARED DAVIS
6 MAT DESIGN FROM BRIAN WOLF
5 MARKETING TOOLS AND TECHNIQUES FROM GINGER HARTFORD
3 RETAILING TIPS FROM KEN BAUER
2 STRAIGHT TALK ON BUSINESS FROM JAY GOLTZ
PICTURE FRAMING MAGAZINE The Number One Source For Everything Framing!
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“We are running a sale on gift certificates. We sent an email to our customer list and promoted the sale on our Facebook and Instagram pages. We have been surprised at how well it is working. We have also had people drop off their art to be framed; we then narrow down some design options and email the customer photos and prices. That has also been working well.” Trudy Frederick, FrameStyles, Minneapolis, MN
“I make regular contact with customers via email (Constant Contact), social media, website, and print/radio ad presence. Not to sell, per se, but rather to demonstrate concern and interest, to offer ideas for future reference, and to assure customers we’ll still be in business when this is over. I think it’s important to reach out and, hopefully, remain relevant and visible.” John Miller, J. Miller Picture Framer and Gallery, Mashpee, MA
“Our business in Wisconsin has been shut down since March 23 per statewide mandate. Like many framers dealing with this economic situation, we have managed a few framing orders being dropped off during the past seven weeks. We’re also fortunate in that our website continues to function during this time, allowing us to sell many of the gifts and home decor products we typically offer in-store. Puzzles have been some of our hottest items as folks are spending more time at home. When we realized this, we immediately increased our stock and added a curbside pickup option to our website to better accommodate our customers. It all helps, and it might be something for retailers to consider keeping as we move forward into a ‘new normal.’” John Ranes II, CPF, GCF, The Frame Workshop of Appleton, Appleton, WI
“I actually have not been trying to generate new business, as we have been closed since
CONTENTS
the state shutdown on March 23. We are in the shop every day, but we’re working on our back log of orders as well as reorganization tasks. My answering machine and Facebook pages tell everyone we are here for contactless pickup and drop-off, and we have had a few customers take advantage of that. I am going to start ramping up my Facebook
AD INDEX
presence and sending out emails notifying the public that we will be back in operation within the next week or so, with modifications in place.” Deborah Price, The Frame Shop, Morgan City, LA
34 PFM May 2020
“After several customers called to see if we were open, we started calling our regulars to do a ‘welfare check’ and to let them know we are open for business. We also compiled a list of open suppliers throughout the US, starting with those listed in the PFM Directory. We posted it on three framing-related Facebook groups and an online forum and have been updating it regularly. By now, it’s almost easier to list who’s not open than who is—and that’s a good thing! There has been a noticeable uptick in framing orders in the last couple of weeks. While we don’t know what the future holds, we are confident that our shared spirit of resiliency will overcome this latest trial.” David Waldmann, Vermont Hardwoods, Chester, VT
“I am offering curbside pickup for my custom framing orders. The customer does not get out of their car for this; I go out to them to load pickup items and/or take out items being dropped off. Quotes and photos of design mockups are sent via email, with an option to set up a virtual consultation appointment over FaceTime. Some clients have requested my home address to ship items to have framed and/or repaired. I am also revamping the floor plan of my retail space to prepare for re-opening.” Julie L. Balson, CPF, Gallery & Frame Shop LLC, Fond du Lac, WI
“We have continued to reach out to our customers while we all go through these crazy times to let them know we are here and ready to help. We’ve even made a few videos to share with customers as another way to keep in touch. Additionally, we are providing lots of new products like masks, gloves, and disinfectant to help people comply with new rules in parts of the country and keep themselves and their clients safe.” Craig Russell, Active Sales Co., Santa Fe Springs, CA
“Having an extensive database of retail customers allowed us to re-market back to previous customers and prospects about puzzle framing, which is a family activity that soared in lockdown. Our sales suffered as a result of our stores being closed and subsequent slow reopening with limited hours; however, we are confident that as a result of having maintained such a strong active database for many years, we will be able to regrow that business.” Glenn Vardy, Frames Now, Melbourne, Australia
PFM May 2020 35
“Michelangelo has done its utmost to stay in touch with its customers as much as possible through email, phone, text, and WhatsApp during this pandemic. We have taken all necessary measures to keep our staff safe while being able to serve our customers who remain open; mainly online businesses.” Charles Galazzo, Michelangelo Moulding, Montreal, Canada
“We have recently been allowed to offer curbside pickup. We have had several previous orders picked up, and have sold a few items from our front window. We have been promoting items on Facebook, Instagram, and through our local Chamber of Commerce. We also have an eBay store.” Cynthia Eckley, Frame Works, Plymouth, MI
“I have been posting photos of projects from the last six years on Facebook and Instagram daily. I’ve been hearing from many customers that they are enjoying my posts, which keeps them connected to my business and excited to come back. I’ve also been changing my front window display as often as possible for the enjoyment of passersby. I recently created a funny Easter display with baskets of toilet paper and spring-colored corner samples!” Judy Willsey, FRAMINGS, Armonk, NY
“We are holding a ‘Framing Mystery Box Sale.’ To do this, our clients drop off artwork or have it picked up and name their framing budget. We then frame their art with instock materials only. The design is a surprise until we return the finished product. This system eliminates the need to buy new materials and cuts turnaround time to almost nothing. Our clients get a nice surprise, and much of the proceeds go directly to framers who are temporarily out of work. We are also hosting a ‘Safe Distance Art Fair,’ for which our artist clients donated work. We frame and sell the art, raising money for the shop.” Mike Gonzales, Frame Monster Design Lab, Los Angeles, CA
CONTENTS “I am selling framed artwork online on eBay and Etsy. I’ve also added e-gift certificates
AD INDEX
through Square, and have run promotions on Facebook.” Mallory Shawn Jackson, Bay Street Custom Picture Framing, Port Orchard, WA
36 PFM May 2020
After 50 years in the frame business, I’ve seen great manufacturers and frame shops come and go. As we are faced with this pandemic, all shops find themselves in the same place—closed. As darkness has fallen across our showrooms for the time being, I write to you quarantined in my two-bedroom condo. I wanted to take a minute to say that we will all be open again! I know more than anyone how hard it is to sit still and do nothing, and I’d like to offer a way to keep things rolling. Fortunately, we’ve been designing custom frames remotely using Photoshop for over 12 years. Not only can we show you designs we already make, but we can also make you something entirely custom this way as well. If we’ve never had the pleasure of doing business with you before, there is one thing I can tell you about us; we take pride in our research and skill at employing traditional techniques to ensure that our period reproductions are historically accurate and complement your art better than any other. I encourage you to put some feelers out there and see if you can pass this service on to your clients. We all know they’ve been stuck home for a while thinking about what they will be re-framing. Let us demonstrate how a hand-carved, gilded picture frame can enhance the beauty and distinction of any artwork or heirloom. We can even virtually “hang” the piece in their living room! They can choose a frame, with our help, all from the safety of home. Simply contact us via email with an image and size of the piece. Let’s get these orders lined up so when this madness finally does end, we’ll be hitting the ground running again. Together, as it should be. Thank you for all the wonderful years, and I look forward to many more. Marty Horowitz
Need to Sell From Home? use our
VIRTUAL DESIGN SERVICE
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Survival Guide:
10 THINGS YOU CAN DO NOW TO MAKE THINGS BETTER By Meg Glasgow
I
t’s been said that there are two types of businesses; those
2. DEAL WITH FACTS, NOT FICTION.
that have had tough times, and those that are going to
In the middle of a tough time, it is easy to start freaking
have tough times. A worldwide pandemic and forced gov-
out based on the worst-case scenario, as opposed to what is
ernment shutdown undoubtedly qualifies as the most diffi-
actually happening. It’s important to get all the information
cult business challenge most of us have ever faced.
about what is going on and to only deal with facts, regard-
Despite overwhelming circumstances, there are still op-
less of what is going on in your head. Most of the things we
portunities if we shift our thinking just a bit. We have the
worry about never actually happen, so don’t let your imagi-
powerful ability to change our situation simply by shift-
nation get ahead of the reality of the situation.
ing how we think about it. Instead of dwelling on how bad
For me, that means catching up on the news once a day
things could get, try asking, What can I do now to prepare for
for five minutes, then turning my attention back to my fam-
a stronger recovery? Below are 10 things you can do to get
ily, business planning, and self-care.
through this and come out in better shape on the other side.
In a crisis, the single most important thing you can do is act.
3. TAKE THIS TIME TO CEMENT YOUR RELATIONSHIP WITH YOUR EXISTING CUSTOMERS.
Sometimes we can be a little like a deer in the headlights,
In a weirdly ironic way, when times are tough, many busi-
not quite believing what is going on, frozen on the spot. The
nesses actually stop servicing their existing and loyal cus-
problem is that if we don’t leap into action, things will al-
tomers. A depressed mood descends on the business and,
ways get worse—quickly. If you’ve had to temporarily shut
in turn, affects customer service. That’s why businesses
your store due to the virus crisis, take a day, cry it out, and
in this negative space lose far more customers than they
then get back to business. Some ideas for staying productive
should; which, of course, only makes matters worse. Now
during this downtime include reorganizing your shop, redo-
is the time to build bulletproof relationships with each
ing store displays, and taking time to fine-tune your market-
and every customer you are fortunate enough to have. You
ing message. The important thing to remember is don’t just
need to be communicating with your customers, engaging
stand there; there is work to do.
them, finding out what is going on in their world, and most
1. TAKE ACTION. CONTENTS AD INDEX
40 PFM May 2020
importantly of all, becoming very clear on what your cus-
on what they don’t have as opposed to what they do. Don’t
tomers need from you.
let yourself get caught up in a negativity vortex. Keep away
For your customers, that may be reassuring them
from people who are like this, and instead find the positive,
you’re taking steps to be there when they need you. Share
proactive, and energetic business owners who are too busy
something that will make them laugh. Teach them tips for
getting on with it to get caught up with misery brigade. You
arranging a gallery wall or how to install art at the right
can follow me on Instagram @glasgow-meg for daily positive
height. Give them a happy distraction from reality and in-
messages and video tips to encourage you though this crisis.
spire them with a little bit of hope so that when they need framing, they will remember you.
4. USE THIS SITUATION TO RETHINK YOUR BUSINESS.
7. BE PREPARED TO TRY “NEW.” When what you are doing isn’t working, it makes sense to try something different. Now this sounds logical, yet I have watched so many businesses slowly go bust simply
Tough times serve as crossroads in our businesses, and they
because they kept doing the same thing, right to the end.
provide an opportunity to make hard decisions about what
We have to be prepared to do new things, try ideas outside
is working and what is not. This is the perfect time to stop
of our comfort zone, and look to others in our industry and
and reflect on your business and make the changes that
beyond for advice.
deep down you know you need to make. Lean in, grab a notepad and pen, and begin a S.W.O.T.
8. INVEST IN YOUR BUSINESS.
analysis (Strengths, Weaknesses, Opportunities, Threats).
This is the very best time to invest in your business. It is
List all the strengths your business possesses: your exper-
time to polish up your social media strategy, upgrade your
tise, assets, reputation, and more. Next, acknowledge your
website, come up with a new corporate image, invest in
weaknesses. This gets a little tougher. List the deficiencies
new technology, and anything else that will make your
in your business and the things you don’t do well. Follow
business look more impressive and run more impressively
that with a list of opportunities, which may include possi-
when business resumes.
bilities of new revenue streams, e-commerce, or a new category of customers. Finally, list the threats your business
9. INVEST IN YOURSELF.
faces. It could be cash flow issues, supply chain, rising costs,
Just as I believe it is an important time to invest in your
and more. This exercise provides you the insights needed to
business, I believe it is an even more important time to
adjust your processes to increase the performance and effi-
invest in yourself. This means learning new skills through
ciency of your business.
books, seminars, online training, mentoring, coaching—
5. GET READY TO CHASE BUSINESS.
whatever it takes.
CONTENTS
During tough times, business development can also grind to
10. LEARN FROM THE EXPERIENCE.
a halt, and we all know that spells disaster. As hard as it may
This can be such a cliché, but it is true. Most of us are great
be, when times are tough, you have to ramp up your busi-
at beating ourselves up for things that go wrong, but there
ness development and push through the hard times. Win-
really isn’t much to be achieved from that. It’s far better to
ning a few new projects or finding some new clients might
take a step back and learn from a bad experience. What
just prove easier than you think, and it will go a long way
can we do now to make things better tomorrow? Focus on
to making you feel better. To begin, ask yourself: Whom do
the positive lessons. And remember, nothing is so bad that
you serve? What do they need? Answer those questions and
some good can’t come out of it. PFM
you’ll be closer to identifying new customer markets and the products and services they will buy from you.
AD INDEX
6. SURROUND YOURSELF WITH A POSITIVE SUPPORT SYSTEM. Negative people need drama like it’s oxygen. It is more important than ever to avoid the harbingers of doom; those people who are negative all the time, who only ever focus 42 PFM May 2020
Meg Glasgow Meg is 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.
CROSSWORD CHALLENGE
ACROSS 1 Machine often used in framing 8 Subtractive technique 9 Small piece of moulding which fits inside a larger frame 11 Not flat 13 Acrylic ____ (thermoplastic) 14 ___ minimum, 2 words 16 Pick 18 Mat cutter essential 20 Project done without professional assistance, abbr. 22 Brand of miter chopper 23 It’s __ good! 25 Connect 26 Precision tools used to true corners, 2 words 28 Compass point 29 Commercial 30 Prepare for use, 2 words 31 Archival grade of matboard
DOWN 1 2 3 4 5 6 7 10 12 15 17 18 19 20 21 24 27 29
One of a kind, custom Having less sheen Narrow beam of light __ touch V-_____, fasteners used on frame corners Type of frame used sometimes in photo frames Turn around, an image for example Before, prefix ____ backs Frame metal Miter saw cuts make them accurate Cutter essentials Ready to go, 2 words Pixels, basically Give way Part of a rectangle, geometrically Tree resin Radio wave
SEE PAGE 47 FOR THE SOLUTION
PFM May 2020 43
44 PFM May 2020
Framing Community Remembers Bill Parrie By Kimberly Biesiada
B
ill Parrie, an industry luminary who developed framing
that features a steer and
tools and educated countless framers as an instruc-
two mounted riders—even-
tor for The National Conference and the Professional
tually led him to leather-
Picture Framers Association, died Thursday, April 9, at age 82. Born on a family-owned paddy field in Frey, LA, Parrie gained
working, as he wanted to repair his own saddles. He
international esteem for his numerous accomplishments in and
became an international
contributions to the art and framing industry. He met his wife of
award-winning leatherwork
55 years, Maria del Pilar Parrie, while serving abroad in the United
craftsman, and made sad-
States Navy as a language interpreter. Maria, then an interpret-
dles and custom holsters
er for the Spanish consulate, was also an accomplished artist
for law enforcement until
whose family owned galleries in Barcelona. The couple opened
2019. A lifelong student, he
their first frame shop in 1974, offering needlework supplies and
learned taxidermy at age 60
limited-edition art in addition to custom framing.
and continued team roping
Parrie would go on to own several businesses, including FrameMakers of Eunice in his native Louisiana and mat cutting
1938-2020
until his 72nd birthday. Coming full circle, Parrie was buried on the same Louisiana
company Starr Springfield, where he helped develop pieces of
paddy field where he was born, joining many of his relatives. “The
framing equipment still in use today. He also owned Premier Lu-
journey from his birthplace to where he was ultimately laid to rest
bricants, a company that produced specialized lubricants for mat
is about 100 yards, yet that short distance does not begin to
cutters. He won many international awards for picture framing
count the millions of miles he flew, dozens of countries he visited,
and gold leaf restoration, a craft he learned while studying in Italy.
thousands of lives he touched, or his immeasurable impact on an
In 1988, Parrie and his wife relocated to Saudi Arabia to help develop and build the country’s national art gallery. While there,
entire industry,” said his son, Jim Parrie, Ph.D., CPF. Parrie is survived by his two sons, Jim and Paul Parrie; Jim’s
the couple worked with members of the royal family and flew
wife, Sheila; his daughter, Teresa Stern, and her husband, Ben;
around the world acquiring pieces for display in the gallery. Their
his brother, Elman J. Parrie and his wife, Patricia; as well as his
stint abroad was cut short by the outbreak of the Gulf War; they
three grandchildren, two great-grandchildren, and many friends.
were evacuated from Saudi Arabia by the US Dept. of State. Parrie gained acclaim not only as a framer, businessman,
Also left to cherish his memory are all those who worked with him. “It was so easy to be around him; he always saw the bright
and gallery director, but also as an instructor. He taught thou-
side of things,” said Paul MacFarland, MCPF, GCF. “Bill was
sands of framing professionals during his years with The National
whip-smart and dedicated. He was a family man first; if you knew
Conference at the WCAF Expo and as chairman of the PPFA An-
Bill, you knew his family. He was also an artist, master craftsman,
nual Convention in New Orleans in the late 1970s. He also served
technical innovator, and one of the best teachers the industry ever
as president of the PPFA and wrote educational articles for PFM.
had. Add to that rancher, horseman, and polylingual traveler who
Parrie had many passions related and unrelated to picture framing. But it seems no matter what his interest, his commitment, curiosity, and talent elevated his work to levels of worldwide recognition. His love of horses and team roping— a rodeo event
palled around with sultans and Salvador Dalí, and you begin to get the picture. Bill lived it. He will be missed.” James Miller, MCPF echoed the sentiment. "My wife Gail and I met Bill at an early WCAF Expo, and we became fast friends. We always enjoyed his quick smiles and kind comments. Bill was an innovative, highly skilled, knowledgeable framer, and one of the most helpful educators I've had the pleasure to work with." Brian Wolf, CPF, GCF, said, “No one ever knew whether Bill's next story would be about a childhood escapade, an engineering project, rubbing elbows with royalty, or calf roping. All were told with the liveliness of a kid, and there was always a punchline. Few of us have been lucky enough to know even two other people in our lives who were always doing, always smiling, and always on an adventure like Bill was." PFM
Index Advertiser
Page
Advertiser
Page
Active Sales ........................................................................21, 47
House of Troy ...........................................................................18
800-937-2255
800-428-5367
www.activesalesco.com
www.houseoftroy.com
Alpina Manufacturing, LLC ........................................................47
Jack Richeson & Co. ..................................................................47
800-915-2828
800-233-2404
www.fastchangeframes.com /www.bannergrip.com
www.richesonart.com
Capax-Frame It ........................................................................18
Michelangelo Moulding ...............................................................9
800-942-2729
877-422-8812
www.capax.com
www.michelangelomoulding.com
CMI Moulding ...........................................................................47
Omega Moulding Company .......................................................23
301-476-7440
800-289-6634
www.cmimoulding.com
www.omegamoulding.com
Crescent Cardboard Co. .................................................13, 15, 43
Picture Framing Magazine.............................................33, 41, 44
800-323-1055
800-969-7176
www.crescentcardboard.com
www.pictureframingmagazine.com
Decor Moulding & Supply ..........................................................27
Picture Woods Ltd. ....................................................................25
800-937-1055
800-321-6522
www.decormoulding.com
www.picturewoods.com
Designer Moulding....................................................................25
Pro Tapes & Specialties..............................................................17
800-634-0032
800-345-0234
www.designermoulding.com
www.protapes.com
Engelsen Frame & Moulding ......................................................47
Professional Picture Framers Association ....................................49
800-422-6731
732-536-5160
www.engelsenframe.com
www.ppfa.com
Fixons ......................................................................................47
Rhonda Feinman Custom Frames .................................................6
714-526-3455
800-297-1566
www.fixons.com
www.rhondafeinman.com
Foster Planing Mill ..............................................................26, 47
Superior Moulding Corp. ...........................................................47
323-759-9156
800-922-7914
www.fosterplaningmill.com
www.superiormoulding.com/www.zelanto.com www.supermoulding.com
Framerica.....................................................................2, 3, 4, 52
Ten Plus....................................................................................29
800-372-6422
888-944-8899
www.framerica.com
www.tenplusframes.com
FrameTek .................................................................................24
Tru Vue ......................................................................................7
800-227-9934
800-621-8339
www.frametek.com
www.tru-vue.com
Frank's Fabrics for Framers.......................................................19
Universal Arquati ........................................................................5
888-332-2749
800-668-3627
www.franksfabrics.com
www.universalarquati.com
CONTENTS
Global Art.................................................................................37
Wall Moulding ..........................................................................51
866-310-4278
800-880-8315
www.globalartinc.com
www.wallmoulding.com
AD INDEX
Gluefast Company ....................................................................47
Wizard International .................................................................11
800-242-7318
888-855-3335
www.gluefast.com
www.wizardint.com
Gold Leaf Frame Makers of Santa Fe ...................................38, 39
Z Hardware ..............................................................................47
800-873-5525
800-880-9315
www.goldleafpictureframes.com
www.zhardware.com
Hoffmann Machine Company ....................................................47
Ziabicki Import Co. ...................................................................20
866-248-0100
262-633-7918
46 PFM May 2020
www.hoffmann-usa.com
www.ziabicki.com
Distributor Spotlight
Crossword Challenge Puzzle Solution
PFM May 2020 47
Product Showcase 888 Manufacturing Corporation
Framerica
This staple remover with stainless steel lifting mechanism easily lifts and removes deeply ingrained staples. Save time and minimize damage to stapled surface. Comfortable, dual-rubber, non-slip, easy-grip handle. Ergonomic design with leverage feature for comfortable use.
Spumante Stainless, a soft-gold sibling to the original, is now available in a more classic option. “We worked hard designing the most useful contemporary gold available,” notes VP Josh Eichner. “Naturally, designers began requesting the same tone in a traditional gold.”
Call: 888-338-3318 www.888mfgcorp.com
Call: 800-372-6422 www.framerica.com
Frametastic
Michelangelo Moulding
Frametastic’s barnwood painted color palette has increased to 18 selections with the addition of Spring and Eggplant. Both colors are available in 1'', 1.5'', 2.25'', 3'', and 4'' widths as well as in a deeper cap style. They are also available as photo frames for 4/6'', 5/7'', and 8/10'' prints.
Filling another space in the widening floater market, Michelangelo has developed a new series of brawny barnwood mouldings in six very realistic wood finishes; three variants of brown and three of gray. This new series will join the company’s other floater collections shortly; please send in your orders for samples online.
Call: 973-962-0286 www.frametastic-llc.com
Call: 877-422-8812 www.michelangelomoulding.com
Presto Frame & Moulding
Superior Moulding
Cleo is a clean, contemporary classic. The lighter middle panel is accentuated by a white scratch through and is bracketed by a shade-darker lip and back.
Introducing Thames, a single profile in four misty, metallic finishes. The transitional style with a delicately-embossed lip will enhance either a classic etching or a modern abstract image. Request a color catalog online, or call to get samples and pricing.
Call: 800-431-1622 www.prestoframe.com
Call: 800-922-7914 www.supermoulding.com
CONTENTS
Universal Arquati
AD INDEX
Introducing the Keystone Collection, a new release for 2020. This is a larger version of a mid-century classic for use on oversized art dimensions, to be used with canvases and wall decor. This collection is available in eight finishes and one profile. This product is now in stock! Please contact your local sales representative to get a sample set. You can contact Universal Arquati by phone or fax (866-2391349). View these mouldings along with Universal’s entire product line on the web. Call: 800-668-3627 www.universalarquati.com
48 PFM May 2020
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 732-536-5761 Attn: PFM Editor or E-mail to pfmeditor@hobbypub.com
(Continued from page 50)
After several attempts at using a
The larger magnets were placed
fine mesh overlay to attach the dress
first and attached to the strain-
yielded
results, we
er with screws. Circular holes were
started exploring the idea of using
cut in a sheet of foamboard to cor-
magnets to mount the dress. We had
respond with each magnet. For the
used magnets in the past to mount
background, the client selected Eden
much smaller, sturdier garments. A
Silk in Celadon from Frank’s Fabrics.
very real concern as we were planning
The fabric was left oversized and we
this project was that while we needed
mounted it to the foamboard using
the magnets to securely support the
pH-neutral adhesive from Frank’s.
dress, magnets that were too large
After the board was attached to the
Compete against top
or too strong could easily damage it.
strainer, we applied adhesive to
framers from around the
Another concern was protecting the
the strainer sides, allowed it to dry,
dress’s beading from being crushed
wrapped the silk, and set it with heat.
by the force of the connected mag-
Magnets proved helpful in ar-
nets. To solve this, the form inside the
ranging and rearranging the layers.
dress was padded, and I made cush-
To expose the pleats and lace details
ioned muslin pads to place between
on the underskirt, we made addition-
the material and the backing board.
al shaped forms to hold up the hem.
disappointing
We collected an assortment of
Supports were placed in the skirt and
rare earth (neodymium) magnets to
the piece was left hanging overnight
use for this piece. We went through a
to ensure the dress would look as
long succession of trial and error to get
good vertically as it did on the work
the technique just right. After hanging
table. Once we were satisfied with the
several prototypes of the insert from
arrangement of the skirt and train,
the side of a filing cabinet, we decid-
the acrylic box was attached to the
ed to use six 32mm round magnets to
strainer with screws.
support most of the weight, and addi-
The shoes were attached with
tional 12mm magnets to achieve the
magnets and matching silk-wrapped
desired arrangement of the dress. The
supports to keep them from pivoting.
magnets were countersunk so they
The floral headpiece, a fragile wreath
could be attached to the wood strain-
of silk leaves and wax flowers, was
er with screws.
mounted by sewing it to tulle and
Once the shape of the insert was
wrapping the tulle around a foam
finalized and we understood where
form covered in more of the same silk
best to place the magnets, we drew
as the background.
a plan for the custom strainer. To re-
A color copy of one of the menu
duce the downward pull on the mag-
pages was included so it remained
nets, we ordered the strainer tapered
visible in the fanned-out presentation.
from 3” at the bottom to 1” at the top
The original pages were attached with
and specified the placement for three
strips of clear film to a piece of 2-ply
horizontal cross-braces. The strainer
rag cut to conform to the fan shape. It
was made to our unusual specifica-
was then glued to a silk-wrapped ped-
tions by Jonah Frameworks. A strain-
estal (a block of layered foamboard) to
er was also made for the smaller box,
bring it forward. Finally, the piece was
with cross-braces placed so the mag-
hung with two rows of wood cleats in-
nets’ alignment supported the shoes.
tegrated into the strainer. PFM
THE NEXT FRAMING CHALLENGE
world in the new PPFA International Framing Competition
“DEVOTED THOUGHTS ABOUT DOGS” by Plee (Penny Tucker) The small book is 2 1/2” x 3” x 3/4” closed and latched, 7” x 3” x 2 1/4” open and laid flat. It consists of six folded, hand-stitched, 10-page sections and two decorative end papers, making a total of 62 pages of adorable dog images and quotes from famous figures like Elizabeth Taylor and Charles De Gaulle.
Sponsored by FrameTek
PRINTS AVAILABLE TO PURCHASE WWW.PPFA.COM Winner to be featured on the cover of Picture Framing Magazine
Professional Picture Framers Association
PFM May 2020 49
DESIGN OF THE MONTH By Meghan MacMillan, MCPF
Vintage Wedding Dress Mounted with Magnet System
W
hen our client brought in an antique wedding dress and accessories that her grandmother had
worn in 1910, she had ideas for its display and some concerns about preserving such emotionally valuable items. We were eager to collaborate with her to create the design of her
beads and seed pearls. Although the dress had
dreams while protecting her irreplaceable fam-
been carefully stored, it was over a century old,
ily heirlooms.
and during that time the silk—particularly the
The dress was handmade and had an as-
beaded, tulle outer layer—had become fragile.
sortment of exquisite details that deserved to
Thousands of unbelievably small, hand-
be highlighted. Along with the dress, we had
stitched pleats bordered the underskirt. There
shoes, a headpiece, and a menu from the wed-
was also some beautiful lace in the petticoat
ding reception. After laying out some designs
layers. For anyone who sews or admires such
with all the items together in one frame, we
handiwork, the construction and finishing de-
decided a better approach would be to frame
tails on this dress were breathtaking. We want-
the dress alone and use the smaller items in a
ed to honor the client’s wish to reveal some of
separate display.
those details in the final design.
CONTENTS
We had framed wedding gowns before, but
To keep as much of the dress and acces-
none as vintage and certainly none as fragile. To
sories visible as possible, we decided to use
say the thought of putting a needle through the
acrylic display boxes without the addition of a
dress made me nervous is an understatement.
traditional frame. To accommodate the volume
The skirt was a delicate silk satin that would
of the skirt and train, we needed the larger box
readily show a pulled thread. The bodice of the
to be deep. The case for the dress measures 35”
dress was layered lace and silk tulle with glass
x 65” x 7”. The smaller display is 24” x 24” x 6 ½”.
AD INDEX
Meghan MacMillan began her first frame shop job in 1983 and since then has worked in a variety of different types of framing businesses in several markets across the United States. She joined The Mitre Box in Baltimore, MD, in 2015. In addition to retail framing, Meghan works with the PPFA Certification Board and has been an instructor for PPFA at The National Conference.
50 PFM May 2020
(Continued on page 49)
A system of differently sized, countersunk magnets allowed designers to arrange this vintage gown as desired while safely supporting its weight.
