BIGGEST DESIGN TRENDS FOR 2021 Top 10 Ways to Make More Money Post-Holiday Sales Strategies
Contents
PFM is a member of:
Volume 32, Number 1
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover
In this issue, we take a look at what’s trending in the interior design realm and how custom framers can use those trends to better serve their customers. For the full story, see page 16. Photo courtesy of Steve McKenzie
Features 16 Home Design Trends for 2021 30 Popular Glues and Tapes
16
Columns 12 Goltz on Business 22 Sales Strategies 46 Design of the Month
22
Departments 8 10 38 42 43 43 44
Editor’s Note Industry News Product Showcase Distributor Spotlight Crossword Puzzle Crossword Solution Index of Advertisers
46
30
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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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 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 January 2021
Bruce Gherman
FROM THE EDITOR’S DESK
H
Proven sales strategies, new products, and more in our first issue of the year.
CONTENTS AD INDEX 8 PFM January 2021
appy New Year, readers! Though life is still far from normal in many ways, it still feels nice to turn the page on 2020 and start anew in a fresh year. In this issue, experts from across the industry share the myriad ways your framing business can not only survive, but thrive through 2021 and beyond. Our feature on current and forecasted interior design trends (page 16) reveals the colors, textures, furniture styles, artwork, and wall decor that are popular with today’s consumers. We explore how the past year has changed the way people think about and use their space, how those needs inform trends, and how trends can help inform retailers when deciding what stock to order and what to showcase on their walls. On the subject of orders, our New for 2021 Product Showcase (page 38) features dozens of the latest and bestselling materials, tools, and equipment from trusted suppliers. Each product blurb includes the company’s phone number and website for your reference. Is it even possible to have a great year as a business owner in 2021? PFM Business Editor Jay Goltz says absolutely. In his latest column (page
12), Goltz reflects on the unique challenges 2020 presented to independent businesses and reveals his top 10 ways to make more money this year. For many businesses, the weeks following the hustle and bustle of the December holidays can feel like a long exhale. If you’re looking to drum up business this time of year, though, check out the latest column from Jared Davis, MCPF, GCF (page 22). In it, he reveals proven strategies for boosting traffic after the holiday rush— that don’t involve discounting yourself out of business. Those articles and more await you in this first issue of 2021. The team at PFM is looking forward to another year of business- and design-focused content geared toward the custom framing retailer. As always, we welcome feedback: you can reach me at editor@pfm-group.com to share your questions, comments, and what you’d like to see covered next in your industry publication.
Kimberly Biesiada Editor
INDUSTRY NEWS Major Paint Companies Release Colors of the Year for 2021
warm hue draws from nature
Leading paint companies recently announced their color
serenity. It also works well
palettes for the new year, reflecting a range of cheerful, calm-
with other biophilic elements,
ing, and reminiscent-of-nature shades.
including light-filled spaces The
2021
Ben-
jamin Moore color of
for a feeling of relaxation and
and foliage.” The BEHR Color Trends
the year is Aegean Teal
2021
2136-40, a comforting,
whopping 21 colors, which
sunbaked hue meant
the company says are aimed
to evoke the feelings
to “elevate your comfort zone.” Hues in the palette include
of comfort that have
soft, subtle, earthy tones like Smoky White BWC-13, Almond
continued to drive inte-
Wisp PPU5-12, and Canyon Dusk S210-4; calm and restor-
rior trends since the start of the coronavirus pandemic in early
ative hues like Dayflower MQ3-54, Jean Jacket Blue S510-4,
2020.
and Royal Orchard PPU11-01; and much more.
BEHR’s 2021 palette includes 21 colors.
Aegean Teal is part of a 21-color palette the company curated for this year; other shades include Gray Cashmere 2138-60, Atrium White OC-145, and Potters Clay 1221. “The
Palette
includes
a Benjamin Moore’s trending colors for ‘21
For more on what’s trending in interior design and how framers can take advantage of those trends, see page 16.
twelve hues in the palette radiate warmth and wellbeing,” the
Framerica’s Milano Reaches 25 Years
company said in a recent release. “These are colors that make
Framerica’s senior sales director Kevin Mila-
your home feel even more like home. Settle in.”
no recently celebrated 25 years with the New
In line with the down-to-earth, tranquil trend, Sher-
York-based moulding manufacturer.
win-Williams’ color of the year is its Urbane Bronze SW 7048.
“Kevin is elite in every way,” says VP Josh
According to the company, “The trend for biophilia continues
Eichner. “I have long said that we consider him
to shape our spaces, proving that nature is never far away.
to be one of the best in the industry, but I must
Urbane Bronze might be a color rooted in nature, but it also
quantify by adding that he may have sold more picture frame
has a unique ability to ground a room through organic appeal.
moulding than any other salesperson—ever! Team Framerica
Whether it’s accentuating window trims or accent walls, this
is lucky to have him.” PFM
CONTENTS AD INDEX 10 PFM January 2021
Kevin Milano
GOLTZ ON BUSINESS
by Jay Goltz
Make 2021 Your Best Year in Business Yet—Yes, it’s Possible Despite recent challenges, many framing retailers are thriving. Here's how.
Baby boomers started to “age out” of framing; TVs started to be hung on walls where art used to be; more framed pictures were being sold in stores; wrapped canvases became more popular; and numerous other factors contributed to
I
’ve been in business for 42 years, so I have navigated through four or five recessions and have lived through the Great
Recession, where anything connected to home sales was hit particularly hard. Now we are facing something resembling The Twilight Zone: business shut down for weeks, people wearing masks and staying home, bailout money from the government. And somehow in the middle of this, some frame shops are not just holding their own; their sales are up. Now that we are in a new year, many people are not just wondering where we are, but are stressed about where we are going. Will
the shrinking of the industry. That was then. What about now? As bizarre and stressful as things have been, I don’t think the custom framing business is going to continue to shrink. I believe we have bottomed out. We already “right-sized” 10 or 20 years ago, and I believe the interest in customizing and beautifying homes is as popular as ever. With that said, the current situation has stressed businesses in new ways that have been extremely challenging, including just staying alive. Some frame shops have decided that they have had enough fun, and it is time to either retire, change professions, or stop fighting a good fight. From what I have seen, there
everything go back to “normal?” Is the picture
is not going to be a huge fallout; partly because
framing industry going through another meta-
the demand for framing might have gone up as
morphosis? Let’s do a quick review. The 1980s
people were trapped at home with extra money
and 1990s: grow, grow, grow. Baby boomers were
not being spent on things like travel. But that
spending money like crazy, and picture fram-
doesn’t mean it has been easy.
CONTENTS
ing had really come into its own. As the 2000s
Thomas Paine famously said, “These are
started, the industry started to evolve—or some
the times that try men’s souls.” I have found
would say dissolve. The 2008 recession result-
that difficult times also try a company’s soul.
ed in a major fallout of picture frame shops.
The soul of a company is a lot of things, includ-
But it was a little deceiving; business dropped
ing the state of your employees, your custom-
off for many reasons beyond the bad economy.
ers, and your suppliers. At some point, many
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." 12 PFM January 2021
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Real Wood Veneers CONTENTS
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AD INDEX
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CONTENTS
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AD INDEX
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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!
www.pictureframingmagazine.com For more information contact 848-444-3138
people have to ask themselves, “How badly do I want to stay
4.
Some customers want better frames and are willing
in business?” It is a fair question. But for many of us, it is not
to pay for it. I can’t tell you how many times I have heard, “My
a question at all.
customers won’t buy that.” Maybe many customers won’t,
I love framing. I love finding the perfect frame, I love
but many others do, and they are the better customers. The
finding new moulding, I love helping customers take their
better customers go to independent frame shops because
cherished pieces and making them spectacular. And I love
they want better framing. Spectacular framing requires hav-
providing jobs for people who love framing. I know many of
ing a great selection.
you feel the same way. But there is one thing that has always
5.
Selling well-done framing requires knowledge, ex-
been a problem for many in the framing industry: making
perience, and talent! Sticking someone behind the counter
money at it. Over the years, I have heard many people say
who has been trained for two days is a recipe for disaster. My
that they don’t do custom framing for the money. That’s nice
new sales consultants don’t take a customer for a month or
for them, but I don’t think loving what you do should mean
two. Yes, it is expensive to do that, but not as expensive as let-
that you should do it for little money. If you love what you do,
ting them do bad framing. (Are you mad yet? No? Wait until
you should be extraordinarily good at it, and people should
the next one.)
pay you what you deserve. Radical? No, just good business.
6.
There is a diminishing return to the number of cor-
So, if I may, let’s talk business. Running a good business
ner samples you have. Yes, 1,000 is better than 500; but 1,500
means customers are happy, employees are happy, and the
is not necessarily better than 1,200. At some point, it becomes
owner is happy. That’s easier said than done. I have probably
extremely hard to keep track of what has been discontinued
taught about 100 classes at The National Conference over the
or is out of stock. Let’s do some math. If you frame 1,000
years and have talked to hundreds of frame shop owners. In
pieces per year and frequently use the same frames, you are
that time, I believe I have figured out why some people suc-
probably only using 400-500 of the corner samples. Throw
ceed while others struggle.
out what doesn’t sell. Use your newfound wall space to show
Now that things are on their way to getting back to “normal,” it is probably a good time to plan your reboot. Here is my top 10 list for how to make money in this business.
beautiful framing! 7.
The lighting in many stores is very different than
what is in most homes. As a result, when customers get their framing home, it doesn't look the same. These days, most
Top 10 Ways to Make Money in the Framing Business 1.
Location, location, location. Two potential loca-
homes have LEDs. Do you? 8.
Quality matters. When you think you have passed
tion-based problems are that there are not enough customers
something off, you probably haven’t. The customer won’t
who want custom picture framing in your area, or the store
complain, they just won’t come back. That is expensive.
can’t be easily seen. Cheap rent is not necessarily a good thing. A good location is well worth more money. 2.
9.
What the front of your store looks like matters. Do
you have a nice sign? Are your hours clearly displayed on the
Keep your shop clean and tidy. People who want
window? Is there something interesting in the window? Is
beautiful framing usually shop in nice stores. They are leav-
the window clean? Your storefront is a critical way to attract
ing their prized possessions with you. Your lost customers
new customers.
will not say anything to you about the state of your store; they will just leave and not come back.
CONTENTS
3.
10. Have you ever come to The National Conference at the WCAF Expo in Las Vegas? Yes, this year’s show has been
Fight off price fatigue. People complain about pric-
postponed, but it will be back. Professional custom picture
es, so you actually believe that is the number-one priority
framing is an art and a business. The many classes and ven-
for your customer. I’m sure in some cases that is true, but
dors there are a critical component of being better, more
it usually isn’t. Framing isn’t cheap, and no matter what
knowledgeable, and more able to provide the best framing.
AD INDEX
you charge, some people are going to complain. You need to charge enough to make a decent profit. There is no such thing
In conclusion, long live beautiful framing. Framing
as a “fair price” or “not ripping people off.” Get over the price
makes people happy, and we as retailers get to make people
guilt. There is only one kind of price; the appropriate price.
happy by doing what we love. That is a beautiful thing. See
That is the price that reflects your true costs and leaves you
you in Vegas! PFM
with a profit at the end. 14 PFM January 2021
Photos by Anthony Masterson (from left), Christina Wedge, and Steve McKenzie; courtesy of Steve McKenzie
HOME DESIGN TRENDS FOR 2021 By Kimberly Biesiada
S
ince its onset in late 2019, the Covid-19 pandemic has
HERE COMES THE SUN
plunged people around the globe into a world of travel
Working from home became a temporary or indefinite reali-
restrictions, business and school shutdowns, quaran-
ty for many people amid last year’s shutdowns. Beginning in
tines, and lockdowns. Many families have seen major shifts
April, home office design requests were steadily on the rise—
in their daily routine, having to adapt to remote working and
growing 27% year-over-year, according to Modsy’s report. The
virtual classes and getting creative in an absence of outside-
company also reported office furniture sales were three times
the-home entertainment. Unsurprisingly, all this extra time
higher in April 2020 compared to April 2019.
at home and the new ways people are using their spaces had
What do people want in their new work spaces? Sun-
a major impact on design trends for 2020, and continues to
shine, for one. A majority of survey respondents reported
impact forecasted trends for 2021.
that natural lighting and plenty of windows are a top priority
Interior design service Modsy surveyed thousands of peo-
in their home offices. Ergonomic chairs and stylish storage
ple in the design community to compile its 2021 Style Trends
solutions were also hot commodities as people transitioned
Report. According to the report, 69% of those surveyed said
to more permanent setups.
CONTENTS
they engaged in a home redesign project in 2020. That’s ex-
“People are seeking ways to create more serenity and
pected to continue throughout this year as people’s changing
tranquility in their living atmosphere for mental and physi-
lifestyles influence their design decisions; survey respondents
cal well-being,” said Jared Davis, MCPF, GCF, business develop-
named the need for functionality and family entertainment
ment manager for Frames Now Australia. “Natural light and
space, followed by the need for aesthetically pleasing spaces
calming, lighter colors that promote the essence of internal
and those that support productivity, as the most important
peace continue to be popular.”
factors in designing for 2021.
AD INDEX
The demand for living spaces that serve the changing
LIGHTER COLORS AND FINISHES
needs of the household can be seen in today’s top design
In the furniture realm, lighter shades seem to be the choice
trends. From colors and textures to art and furniture styles,
for many home renovators. Modsy named lighter-toned and
here’s what’s hot in home interiors and how framing retailers
whitewashed woods a major trend prediction for 2021 based
can provide the perfect solutions for their customers.
on survey data, with many people finding inspiration from Scandinavian and rustic style philosophies.
16 PFM January 2021
bane Bronze, a color the company said is “rooted in nature…. It also works well with other biophilic elements, including light-filled spaces and foliage.” The BEHR Color Trends 2021 Palette includes a whopping 21 colors, which the company says are aimed to “elevate your comfort zone.” Hues in the palette include soft, subtle, earthy tones like Smoky White, Almond Wisp, and Canyon Dusk; calm and restorative hues like Dayflower, Jean Jacket Blue, and Royal Orchard, to name a few. Those trends are being reflected in the framing industry as well. “From what we have observed, and through designer consultations, the current trend is leaning toward a lighter shade of gray and walnut, versus the darker shades of charcoal and espresso,” said Charles Galazzo, co-owner of Michelangelo Moulding. “This also applies to gold, which is more popular in paler shades. Natural, wood-tone finishes are still very much in demand.” Crescent’s Couture collection puts a modern spin on a traditional woven surface. These matboards pair well with nature images.
Earthy tones also grew in popularity last year, and that trend is expected to continue into 2021. Homes & Gardens and HGTV both named the color trend in their lists of top style predictions for this year. The broader design trends of returning to nature and drawing inspiration from natural textures and colors can be seen in today’s popular palettes, which favor warm, comforting choices. Take a look at leading paint companies’ current palettes, and you will see this trend everywhere: the 2021 Benjamin Moore color of the year is Aegean Teal, a sunbaked hue meant to evoke the feelings of comfort being sought by homeowners since the start of the pandemic. Aegean Teal is part of a 12-color palette the company curated for this year; other shades include Gray Cashmere, Atrium White, and Potters Clay. “The twelve hues in the palette radiate warmth and wellbeing,” the company said on its website. “These are colors that make your home feel even more like home. Settle in.”
BRINGING THE OUTDOORS IN Going hand-in-hand with the trending colors of today is the preference for biophilic, or nature-forward, décor. Natural materials were the number-one most favored style prediction for 2021 among Modsy’s survey respondents, and HGTV named “plenty of plants” (incorporating house plants into home décor) one of its biggest home design trends for this year. “Bringing elements of nature into your living space adds a tranquil feeling to your home,” said Tom Fuller, vice president of sales and marketing at Crescent. “A simple way to incorporate this trend into your abode is through framed art. Crescent offers a wide variety of colors as well as hundreds of natural fabrics and textures that, when incorporated into your framed piece, are sure to give off calming and peaceful vibes.” Davis, of Frames Now Australia, echoed that sentiment. “The trend toward biophilic design (bringing nature into urban spaces) will help create a feeling of sanctuary,” he said.
Similarly, Sherwin-Williams’ color of the year is its Ur-
CONTENTS AD INDEX Aegean Teal is part of a 12-color palette that “radiate(s) warmth and wellbeing,” according to Benjamin Moore. 18 PFM January 2021
Sherwin Williams’ color pick for 2021, Urbane Bronze, is a rooted-in-nature hue that pairs well with houseplants and natural decor.
“Travel-inspired décor and design will help people reconnect with those places they love, such as Bali-themed zendens or coastal beach-feel bungalows,” Davis said. For framing retailers, showcasing examples of beautifully framed travel photos, prints, and paintings in your shop or window display can help you capitalize on this trend. Ask your customers if they are undergoing a room or even full home redesign, and talk to them about ways you can help turn their living room, bedroom, office, and more into their own personal mini-getaway where they can rest and recharge safely.
THE 2021 FRAME SHOP Michelangelo Moulding is seeing increased demand for lighter grays and walnut, as well as natural wood finishes.
COMFORT AND JOY The feeling a piece of furniture, art, or other décor evokes is
Although halted travel plans isn’t a positive thing in itself, it can result in boosted bottom lines for retailers as people look to spend that discretionary income they’d otherwise put toward a trip, said Michelangelo’s Galazzo. He is also seeing a push to shop local.
just as important as the purpose it serves. During these un-
“With the very special circumstances of [2020], we feel
certain times, people want to feel safe, relaxed, and comforted
there is a reverse trend in consumer buying that should help
in their living spaces; many want their homes to serve as a
framers; people are encouraged to buy from local vendors
refuge from the harsh realities of the outside world.
rather than from large commercial stores,” he said. “Another
“Comfort is a theme that may see spaces become layered
consideration to keep in mind is that money typically used for
with softer textures and warmer colors,” said Davis. “Rather
travel is being redirected. Framers should absolutely update
than looking for products that just perform a basic function,
their framing wall with trendier products to make a better im-
consumers will be increasingly looking for art and design that
pression on their clients.”
conveys a feeling of luxury, warmth, and peace.”
Framing can help satisfy any number of current design
Another trend that emerged in 2020 and is expected to
trends, from light-colored and natural wood moulding to trav-
continue this year is zen or zen-inspired rooms, which favor
el and nature-inspired artwork, calming abstract pieces, and
natural materials as well as an overall balanced, tranquil de-
more. Whether your client is interested in creating a back-
sign principle. Overlapping somewhat with this is the trend
ground wall worthy of their corporate Zoom calls or wants
toward travel-inspired or themed areas in the home. Travel re-
their space to give them the calm, happy feelings they get on
strictions, combined with the desire to escape the day to day,
vacation, your framing business can help fulfill those needs in
has led to increased demand for rooms to become personal
stylish, modern, and one-of-a-kind ways. PFM
oases that reflect the wanderlust mindset.
CONTENTS AD INDEX 20 PFM January 2021
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Generating Post-Holiday Business Strategic promotions can generate interest without losing profit.
T
he quiet post-holiday period can become a challenge for some businesses as seasonal consumer spending
drops off. With constant overheads and costs coming through, keeping your business busy with a steady stream of work all year round is a vital aspect of lasting success. During slower times, some businesses seek different ways to generate more traffic and sales. Thus, having a sale can be an effective way to recharge your business. Before we explore this topic further, I acknowledge that there are some business owners who stand against the concept of discounting, as it can devalue the perceived value of custom framing. There is the argument of “you can’t discount labor,” which is true. However, percentage discount sales are not the only strategy for a promotion. Let’s explore a variety of promotional ideas that don’t entirely rely on heavy percentage discounting.
CONTENTS
Benefits of a Sale A well-promoted sale can help increase store traffic and improve cash flow. A sale can also be
an efficient method for converting old, obsolete stock back into cash. Carrying dead stock takes up space and ties up money, so selling this at reduced margins can provide new cash to re-invest into more profitable products. This is why major retailers use perpetual sales such as “end of year clearance” as an essential part of their stock-turning process. The boost in store traffic from a sale can also generate increased revenue in non-discounted products. A sale can attract new customers and will also help generate awareness for your product or service, bringing it fresh into your customers’ minds.
Psychology of a Sale Sadly, the sincere approach of “We have great everyday prices, so we don’t have sales”
AD INDEX
Jared Davis has 30 years of industry experience and is the business development manager
for Frames Now Australia. Jared has previously worked in roles including business development, strategic marketing and product management for companies such as Larson-Juhl and Gunnar International. In addition to writing for PFM, Jared has traveled extensively as an educator and speaker, teaching framers at many industry shows and seminars around the globe, including The National Conference at the WCAF Expo.
22 PFM January 2021
There are smart ways to have a sale that don’t involve discounting yourself out of business. Here are some proven strategies.
doesn’t always work on every con-
ing business can choose to charge for
sumer. Ultimately, many of today’s
their framing.
consumers are conditioned to prefer
One thing to keep in mind is that
buying when there is a sale going on.
percentage discounts can be ambigu-
Why is this?
ous to consumers who are not readily
The purpose of a sale is to pro-
aware of the price of framing. For ex-
vide consumers an incentive or rea-
ample, “20% off” an unknown figure
son to buy your product. Let’s face it,
can be hard to calculate or place any
everyone loves a bargain! For many
value on. However, a dollar value such
consumers, a discount or “sale” can
as “$20 off” can be more effective, as
be a way to psychologically justify and
this is a hard, definitive value that a
overcome any regret associated with
consumer can instantly quantify—
self-indulgence. There are also many
even on a product where they might
cost-conscious consumers that just
be unfamiliar with the pricing.
don’t like paying full price for any-
When considering a percentage
thing; and virtually all consumers love
discount offer, you don’t have to dis-
to feel like they got a deal. Thus, con-
count everything in a frame, either.
sumers react favorably to sales as be-
For example, you could define the
ing their signal to buy now, as it helps
terms of a discount and offer a 25%
them overcome their guilt associated
discount on premium glazing op-
with spending money.
tions, which only applies to that par-
Black Friday can be ideal opportuni-
ticular aspect of the calculated price
ties to capitalize on increased de-
Percentage Discounts
of the frame. This still sounds great,
mand. These may depend on timing,
The common percentage discount
but reduces the overall impact on
but take your pick and plan ahead.
sale strategy is tried and proven, and
your average sale margin.
Special occasions like Mother’s Day can make great candidates for a promotion. This example showcases an advterisement for a shop’s percentage discount.
However, you can come up with
there’s nothing wrong with using
You could also soften the blow of
virtually any reason to have a sale. It
this. But as my friend Jay Goltz would
a percentage discount by only apply-
could be a basic new year stock sale,
say, “do the math!” In fact, with any
ing it to merchandise stock, such as
a clearance sale, or a nondescript
strategy that involves some form of
gifts and ready-made frames, which
sidewalk sale. A sale could also mark
discount or giveaway, always take the
may not have any labor costs applied
an anniversary or even a celebration
time to sit down and calculate the im-
to them. For example, giving away a
such as a post-Covid-19 back in busi-
pact your strategy could have on your
$30 ready-made frame is worth $30 in
ness sale. However, keep in mind that
margins first. A loss of margin can be
the eyes of your customer, but actual-
if you make your sale too ambiguous,
a conscious trade-off to an increase
ly costs you a lot less in real value to
it may not have as much impact. It’s
in sales. But the critical question is,
your business.
worth defining your theme and focus.
Discounting isn’t the only strat-
Artis Pura, from Brisbane, Aus-
in additional sales in order to break
egy for a sale. Concepts like two-for-
tralia, periodically has a “Wash House
even on your lost margin? Then ask
one
buy-one-get-one-half-price
Carpark Sale.” Their “wash house” is a
yourself, is this figure realistically
can also be very effective, delivering a
quirky little building out the back of
achievable?
softer impact on your margins.
their shop that used to be a laundry.
how much will you need to achieve
CONTENTS
Some
businesses
have
or
Business owner Erin Salguero
more
AD INDEX
says, “The purpose of our Wash House
sometimes even design their pricing
Choosing Your Sale Strategy
and margins specifically for playing
There are plenty of good times to
tunity to repurpose and recycle old
with a percentage discount strategy.
hold a sale. Seasonal events such as
frames and waste materials. We’re
The good thing is, it’s a free market,
Valentine’s Day, Mother’s Day, Veter-
conscious of sustainability, and like
so there are no rules on what a fram-
ans Day, graduation season, and even
most framing businesses, it doesn’t
margin to play with than others, and
Carpark Sale is to create an oppor-
take much time to accumulate some 24 PFM January 2021
Erin Salguero, owner of Artis Pura, repurposes and recycles old frames and materials with her “wash house sale.”
waste, such as frames cut to the wrong size, old frames from reframing, offcuts of matboard, and other materials. Our sale creates an opportunity to recycle some of these materials to budget-conscious buyers, artists, and the growing market of eco-conscious con-
CONTENTS AD INDEX 26 PFM January 2021
sumers. In many cases, we will even
when you try to throw 10 tennis balls
just give stuff away as well. Even if we
at me at once, I probably won’t catch
can donate it for free to the right per-
any. When you just throw one at me,
son, it’s better than just adding more
I’m more likely to catch it. This also
trash to our landfill.”
applies to your sale message. If you
Regarding the impact the sale
try offering a variety of different dis-
creates for her business, Salguero ex-
counts and specials across a range of
plains, “Apart from being a handy way
products and concepts, it will be hard
to convert some waste into several
to land anything meaningful.
hundred dollars of cash, it’s a great
When it comes to designing your
opportunity for us to connect with our
promotional campaign, in addition to
customers and community. It gives us
using the word “sale,” one of the most
a chance for a feel-good, face-to-face
powerful words in consumer market-
catchup with many existing and po-
ing is “free.” Use of these power words
tential clients. It’s also rewarding to
can help capture attention and peak
see someone pick up a bargain from
interest with consumers to stop and
our sale, such as an empty frame
think about your business and product.
for an artwork, and then go inside our store and get it ‘up-cycled’ with
Ideas for Sales
a fresh, custom-cut mat and glass,
Here are some ideas and thought-start-
which we don’t discount.”
ers for promotional strategies:
It’s also best to focus on one
• Free Premium Glazing Upgrade
message for your sale. For example,
Sale – Why not try offering a free
glazing upgrade with every sale?
printing, you could incorporate a
For example, anti-reflective glaz-
free print with any custom frame.
ing can be highly desirable to your
• Frame Your Family Sale – Mem-
customers and could help intro-
ories matter! Offer a discount or
duce them to a new standard for
incentive for any family-related
their future framing.
framing, such as holidays, wed-
• Free Frame with Every Frame
dings, and celebrations. This can
Sale – Sounds great, but you could
be great way to incentivize fram-
just give away a free small, ready-
ing those precious family mo-
made frame with every custom
ments.
frame. The free ready-made frame
• The Selfie Frame Sale – If it’s got
could either be excess clearance
a picture of you in it, then we’ll
stock or some old stock of obsolete
give you a deal! The Insta-gen-
moulding that you can cut down
eration have all got their favorite
and convert into giveaway frames.
selfie shots, so come up with a
• Buy One, Get One at Half Price –
promotion around this and create
This is just an alternative twist on
the opportunity to help get those
offering a 25% discount, but com-
images off their phones and onto
bined with an incentive for a higher overall sale value.
their walls. • Free $20-$50 Gift Voucher with
CONTENTS
• Trade in Your Old Frame Sale
Every Frame – Compared to a per-
– Sometimes consumers want
centage discount, a dollar value
something new around their trea-
gift voucher can be a much softer
sured artworks, but also to feel
way of impacting your margin. A
they’ve gotten some value for their
gift voucher also provides anoth-
old frame purchase. So why not
er opportunity for the customer
offer a form of dollar-off discount
to return to your store again with
(e.g., $20-$50 for your old frame)
something else to frame. Here’s
against their purchase of a new
a tip; if you find this gift vouch-
frame? You could even be flexible
er strategy works on a particular
to allow them to bring in any old
customer, why not let them keep/
frame to receive a discount on a
use the gift voucher again? You’ll
new frame. In this case, it’s just
might find they may still have
providing the right incentive (or
some more things they want to
excuse) to buy that frame now.
get framed. Another framing job
• Free Mat with Every Frame Sale –
is still another framing job, regard-
Sure, you may not be charging for
less whether it the job has come
a matboard, but you will increase
from the same customer or not.
the size of the frame and all other
AD INDEX 28 PFM January 2021
components, which increases the
Promoting Your Sale
value of the sale. This is a handy
Once you’ve come up with your sale
strategy for up-selling ready-made
strategy, you’ll need to get the word out
frames. You can still also charge
there so that customers will come. You
for an extra matboard if you de-
also need to allow some time in ad-
sign with a double mat.
vance to generate sufficient awareness
• Free Print with Every Frame Sale
so that your sales will be worthwhile.
– If you offer digital wide-format
The most common and cost-effective
methods to consider are: • Brochures and Cards – In the weeks leading up to your event, make sure every customer that comes in your store and every frame that leaves your store receives a printed promotional flyer or card advising them of your upcoming sale. Design-your-own websites and apps such as Vista Print or Canva can be quick, useful, and affordable resources for this type of collateral. • Social Media – Get the word out via your social media network, and don’t be afraid to directly ask your friends and fans to share your news via their networks. Create an “Event” page for your sale to help gauge some level of attendance and interest. • Store Signage – Use your windows, use A-frame chalkboards—in fact, use anything within visual reach of any foot traffic so passersby will know about your upcoming sale event in advance. • EDMs – Email marketing is an effective tool for generating awareness. Don’t be afraid to use it multiple times coming up to your event, as repetition is the key to getting people to remember something. • Word of Mouth – Talk about it! Start telling your customers and letting them know. As a business owner, it can sometimes be easy to get stuck in a rut. However, giving yourself goals such as a sale can help keep you and your team motivated with something to work towards that can generate a positive outcome. As I previously mentioned, you can come up with just about any reason to have a sale, so long as you’re not having a dreaded closing-down sale! PFM PFM January 2021 29
POPULAR GLUES AND TAPES & HOW TO USE THEM By James Miller, MCPF, GCF
E
very framing project involves adhesives; usu-
temperatures, most PVA glues have shorter open time,
ally several different kinds for various uses.
set up faster, and dry faster. Conversely, these glues
Some are specialized for particular framing
have longer open time, setup time, and drying time in
purposes, and others are quite common to consumers.
cooler temperatures. If the bottle is left uncapped, it
For any one purpose, more than one type of adhesive
will partially dry and lose bonding strength. Freezing
might be suitable, but some choices are better than
would destroy the chemistry.
others. For the purposes of this article, let us focus on
Most framers use PVA for joining wood frame
some popular glues and tapes not generally used for
miters. The usual procedure is to apply a thin, even
mounting.
coat over one entire surface and clamp securely or
PVA (polyvinyl acetate) glue is an air-drying, wa-
nail during the glue’s open time. Then leave the joined
terborne emulsion, generally available in translucent
corner undisturbed through the setup period, which
white and yellow, and opaque white and black. Pop-
usually is a few minutes. After that, the bond may still
ular brands include Black Magic, CornerWeld, Gorilla
be weak, but the frame can withstand gentle handling
Wood Glue, Maxim Blue (translucent white), Maxim
during the remainder of drying time while the bond
Dove (opaque white), Maxim Raven (opaque black),
strength increases.
and several variations of TiteBond.
PVA glue may be used for several other framing
PVA glue is water-soluble when wet and may be
applications such as bonding fabrics to mats and
softened when dry by soaking. It bonds well to po-
liners, bonding multiple mat layers together, and at-
rous surfaces such as paper and unfinished wood,
taching paper dustcovers. Also, it may be thinned and
and may bond less securely to surfaces considered to
painted on the back of a puzzle to bond the pieces to-
be non-porous, such as painted or stained wood and
gether, similar to the way Puzzle Preserver works.
some plastics, for example.
Acid-free PVA formulations are advised for pres-
CONTENTS
PVA formulations vary among brands, providing
ervation framing applications, but still should not be
different characteristics in their use. Open time is the
applied directly to items of significant value in pres-
period for unrestricted handling of the glued parts, the
ervation framing, because removal, if possible at all,
time it takes to position glued miters in a vice or V-nail
would require invasive procedures.
AD INDEX
the joint. Setup time is the period of initial bonding
Acrylic medium is another waterborne emulsion
when the glued surfaces should remain undisturbed.
designed to condition acrylic paints, but it is a useful
Any movement during setup time could weaken the
framing adhesive. It comes in matte or gloss finish-
bond. Drying time is the period required for the glue
es and liquid or gel consistencies. It is water-soluble
to achieve full bonding strength. Select the glue with
when wet, but unlike the PVA adhesives discussed
characteristics that best fit your needs.
above, it dries as a waterproof plastic coating.
The handling characteristics of PVA glues are af-
Acrylic medium dries completely transparent,
fected by environmental conditions. In warm ambient
but it can be colored using acrylic paints, which may
30 PFM January 2021
Acrylic medium chemistry is
moisture is present.
inert and long-term stable, so it is
In framing, cyanoacrylate glue
suitable for preservation framing
is most often used to join frame mi-
applications not in direct contact
ters for polystyrene mouldings and
with items of value. Another benefit
is well suited for that purpose, but
of acrylic medium is that it can be
it works well for wood frames, too.
used as a heat-activated adhesive.
However, if this type of glue seeps
Paint it on, let it dry, then activate
out of the miter joint, it can mar
it using an iron or place it in a heat-
the frame’s finish. CA glues can be
ed press. This makes it suitable for
used for spacers, fillets, and other
fabric-covered mats and liners and
frame-assembly tasks inside the
for attaching fine-mesh fabric direct contact overlays. Cyanoacrylate
glue
is
also
known as CA glue and by the brand names Super Glue and Crazy Glue, among others. Its bond results from Framerica’s Corner Weld is a fast-setting glue used to join wood and MDF frames.
reactive
be useful for gluing frame miters.
adhesive comes in a number of con-
The final bonding strength may be
sistencies, from thin liquid to gel,
reduced by color additives, but the
and is best known for quick curing
difference may not be significant.
time, which is faster when more
CONTENTS AD INDEX 32 PFM January 2021
chemistry
with
surface
moisture or humidity. This type of
Fabric glues like Frank’s Fabrics Adhesives are suitable for joining frame corners as well as for use with fabrics.
or humidity. (Polyurethane formu-
etary, of course, but most contain
lations are also available which are
PVA chemistry with additives unlike
reactive to other catalysts, such as
the PVA glues used for joining cor-
heat or light.) Polyurethane glues
ners. Some popular brand names
for framing applications make very
are ATG Turbo by Frame Special-
strong bonds and are hard, rigid,
ties, Fabrimount Framing Adhesive
and waterproof when fully cured.
by Framing Fabrics, Frank’s Fabric
Like
CA
glue,
polyurethane
bonds to most surfaces, but unlike
Adhesive, Gluefast Fabric Adhesive, and Miracle Muck by Raphael’s.
CA glue, it swells and foams to fill gaps as it cures. The foaming action PVA glue, like the products seen here, bonds well to porous surfaces such as paper and unfinished wood.
depends on moisture, so it can be
frame, but be sure to allow complete
many tasks, including joining frame
curing before assembly. Off-gassing
miters, but care is required to wipe
from incompletely cured CA glue
away the glue’s foam before it hard-
could trigger chemical reactions
ens. If the glue’s foam were to hard-
within the closed environment of a
en in contact with a frame’s finish
frame.
or a mat’s top paper, for example, it
Polyurethane glue, such as the
inconsistent. It may be suitable for
would probably be ruined.
Gorilla Glue brand, is another adhe-
Fabric glue is made primari-
sive formulated with reactive chem-
ly for bonding fabrics to mats and
istry activated by surface moisture
liners. The formulations are propri-
CONTENTS AD INDEX 34 PFM January 2021
ATG tape is among the easiest adhesives to use.
Like other PVA adhesives, fab-
attributes make it a very popular
ric glues are waterborne emulsions
framing adhesive, but there are lim-
and water-soluble when wet. Most
itations. Mainly, ATG is suitable only
of them would be suitable for join-
for light-duty bonding applications
ing frame corners as well as for fab-
such as attaching dustcovers and
rics. Fabric glues can be used cold
sticking multiple mat layers togeth-
and wet for all suitable applications.
er. Also, like other pressure-sensi-
When it is to be rolled or brushed
tive adhesives, it works only where
onto a fairly large surface such as a
its bond can be activated by pres-
mat or liner, fabric glue could also
sure.
In addition to installing fillets, this narrow fillet tape is useful for installing dustcovers.
be allowed to dry and then activat-
ATG does not work well under
ed by heat, such as placing a fab-
stress, so it should not be used for
stress over time. Another limitation
ric-covered mat into a heated dry
any application where gravity, side-
of ATG tape is that its residue is
mount press or using a tacking iron
force, pulling force, or impact could
difficult to remove from many sur-
or a heated bag of rice, also known
tend to separate the bonded sur-
faces. For example, when a frame
as a “hot mouse,� to activate the ad-
faces. For example, if it were used
needs to be opened for a repair or
hesive on a fabric-covered liner.
to mount even a very lightweight
upgrade and the paper dustcover
ATG tape is a ribbon of pres-
object such as a DVD to a matboard
needs to be removed and replaced,
sure-sensitive, 100% acrylic adhe-
background, it would be difficult
the ATG residue often is difficult to
sive without a carrier. It is among
to activate the bond with pressure
remove.
the easiest framing adhesives to use
through the rigid surfaces, and the
Fillet tape is a double-sided,
because it is clean, dry, convenient
carrier-less adhesive would tend
pressure-sensitive adhesive intend-
to apply, and bonds instantly. These
to flow and fail under the slightest
ed to bond a fillet to a mat opening
PFM January 2021 35
or a frame lip. It usually comes on
sive bonds well to most porous and
gle-sided, pressure-sensitive tape
a ¼” wide roll. Good quality fillet
nonporous surfaces. Like all pres-
comprised a foil-lined paper ribbon
tapes are usually comprised of a
sure-sensitive adhesives, the bond
available in various widths with
thin-profile polyester ribbon, which
is activated by pressure.
acrylic adhesive on the foil side. This
resists stretching, and a high qual-
Framers Tape is often used for
tape is intended to seal the rabbet of
ity acrylic adhesive on both sides,
non-preservation hinging, and to
a frame to avoid migration of lignin
which bonds securely to most po-
close a framing package prior to fit-
and other contaminants into a pres-
rous and nonporous surfaces.
ting and finishing. That is, tape over
ervation framing package. It can be
In addition to installing fillets,
the perimeter of the glazing by 1/8”
applied directly to the rabbet of the
this narrow tape is useful for in-
to 3/16” to remain unseen under the
frame, and it can be used to seal the
stalling dustcovers, where it usually
frame’s lip. Then fold the tape over
framing package as described above
can be easily removed and replaced
the edges of the mats and mounting
using framers tape.
when the dustcover paper needs to
boards and bond it to the backing
Rabbet-lining tape can be used
be removed and replaced. Fillet tape
board’s perimeter. This taping pro-
to seal the unfinished wood surfac-
is also suitable for applications in-
cedure seals out dust and debris,
es of fillets and other potentially ac-
volving clear polyester film such
which may invade the frame during
id-bearing components in preserva-
as Mylar-D to make encapsulation
fitting and finishing. For example,
tion framing packages. In addition,
mounts as well as for mounting
if the frame is gilded, some bits
it can be applied to the unfinished
coins and medals.
of loose metal leaf could dislodge
wood stretcher bars used for a valu-
Framers tape is a generic term
during fitting of the frame. Also,
able canvas artwork.
for single-sided plastic tape useful
taping the edges of the frame pack-
These glues and tapes may be
for framing applications. Typically
age slows the rate of environmental
among the most popular framing
acid-free, this tape is available from
changes in the package. Another
adhesives, but they represent only a
many framing suppliers in clear or
way to close the framing package is
small sampling of the many choic-
white, on rolls ¾” or 1” wide. Some-
to apply framers tape over the fit-
es available to suit innumerable
times the ribbon is made of poly-
ting points to close the gap between
framing applications. While it may
propylene, which may stretch and
the frame’s back and the final back-
be tempting to buy a large variety
shred, or polyester, which resists
ing board.
of glues and tapes to keep on hand,
stretching and shredding. Its adhe-
CONTENTS AD INDEX ATG Turbo by Frame Specialties, a type of fabric glue 36 PFM January 2021
Rabbet-lining tape is a sin-
remember
that
these
adhesives
ADHESIVE
have a limited shelf life—usually a year or two—and are affected by environmental changes. Keep your adhesive supplies fresh and discard any that seem suspicious. I have not covered permanent mounting
adhesive
applications
here, but they are very important, because they involve direct application to customers’ property. That is risky, so framers need to understand them thoroughly and use them with confidence, care, and caution. Dry mounting, wet mounting, and pressure-sensitive adhesives were covered in the November 2019 PFM article, “Adhesives for Permanent Mounting of Paper Items.” PFM
FRAMING APPLICATIONS
GLUES PVA-polyvinyl acetate glue • Drying type, waterborne, water-soluble emulsion • Bonds porous surfaces well • Various open, setup, and drying times among brands
• Joining wood frame miters, fillets, liners, mats and other paperboards, foamboard • Dustcovers • Gluing fabrics
Acrylic medium • Drying type, waterborne emulsion • Waterproof plastic coating when dry • Various consistencies from liquid to heavy gel • Dries completely transparent • Can be colored with acrylic paints • May be brushed on, dried, activated using heat
• Chemically stable, suitable for preservation framing applications • Joining wood frame miters, fillets, liners, mats and other paperboards, foamboard • Dustcovers • Gluing fabrics
Cyanoacrylate glue • Reactive chemistry • Quick bonding • Various liquid and gel consistencies
• Joining wood and plastic frame miters • Bonding various porous and nonporous materials
Polyurethane glue • Reactive chemistry • Foams as it cures, depending on moisture • Very strong bonds on most materials
• Joining wood and plastic frame miters • Bonding various porous and nonporous materials
Fabric glue • Usually modified PVA formulations • Waterborne emulsion, water-soluble • Bonds porous surfaces well • May be brushed on, dried, activated with heat
• Heat-activated for fabric- covering mats, liners • Joining wood frame miters, fillets, liners, mats and other paperboards, foamboard • Dustcovers
TAPES James Miller James founded ARTFRAME, Inc. in 1988. His storefront business, sold in 2015, specialized in protective framing with emphasis on creative framing of three-dimensional objects. In 1990, Miller earned the Certified Picture Framer (CPF) designation, and in 2004, he earned the Master Certified Picture Framer (MCPF) designation. As a member of PPFA’s Certification Board, he helped develop the MCPF program and oversaw a review of the CPF program. As an educator, Miller presents framing courses at educational venues. He is also a longtime writer for Picture Framing Magazine. He has authored two instructional books for framers: Mounting Objects with Clear Film and The Complete Guide to Shadowboxes and Framing Objects.
ATG (Adhesive Transfer Gun) • Acrylic adhesive, pressure-sensitive • 100% adhesive, no carrier • Instant bond • Suitable only for light-duty bonding • Tends to flow & fail under stress • Not easily removed from most surfaces
• Dustcovers • Light-duty bonding of smooth surfaces
Fillet tape • Acrylic adhesive, pressure-sensitive • Usually on ¼” wide roll • Polyester carrier, thin profile • Instant bond
• Install fillets in mats and frames • Dustcovers • Bonds securely to most porous and nonporous surfaces • Clear film applications
Framers Tape • Single-sided plastic tape, clear or white • Usually ¾” or 1” wide • Usually acid-free
• Close a framing package • Cover fitting points and gap between frame and backing board • Non-preservation hinging • Miscellaneous taping
Rabbet-lining tape • Single-sided, foil lined paper tape • Various widths • Stops migration of acid and contaminants
• Seal wood frame rabbet • Seal unfinished wood in preservation framing package, such as a fillet • Seal stretcher bars
PFM January 2021 37
New For 2021 Product Showcase AMCI Regence
Lola is AMCI Regence’s line of decorative, contemporary and traditional, chop and length, hand-finished moulding from Italy, with new collections every quarter. Also, check out AMCI’s custom round, oval, and gold leaf finished corner frames. Call: 718-937-5858 www.amci-regence.com/frames/lola
Artist Supplies & Products
Picture frames, matboard, faux finishing, metal, and more. Whether a professional framer or a DIYer looking to step up your finishing capabilities or match miter cuts or a complete frame transformation, colorful, durable wax finish with no heat or tacky residue. Endless color palette. Made in the USA. Call: 262-797-8101 www.gilderspaste.com
Bella Moulding
CJ Paste
The Cabaret collection captures the bohemian glamour and luxe textures of the jazz age. The original, unforgettable, sequin-covered maximalist look is now paired with new options in shimmering metallic vinyl with subtle texture to catch and reflect the light. Contact Bella at sales@bellamoulding.com for samples and more information.
CJ Paste is a corner and joint finishing paste developed for the picture framing industry. It is water-based, easy to use, easy to apply, and easy to clean up, it dries, has some flexibility, and can be sanded and painted over.
773-248-7713 www.bellamoulding.com
Email: cjpaste1@gmail.com www.cjpaste.com
Craft Inc
Craft Inc
Craft Inc is pleased to introduce the latest version of the Automatic Hanger Machine. Increased production rates, simplified controls, and faster change-overs are just some of the features of the new AHM1X.
The SpringLOCK Picture Fixture offers a simple, effective, and secure method of hanging artwork and mirrors to any wall. SpringLOCK offers major advantages over other security picture fixtures on the market. SpringLOCK is manufactured in England and has become a market leader in picture security today.
Call: 800-827-2388 www.craft-inc.com
Call: 800-827-2388 www.craft-inc.com
Crescent
Decor Moulding & Supply
Crescent BriteCores matboard are now available in dramatic, extra-thick 8-ply and oversize colors. BriteCores is the ultimate matboard for eye-catching color. Perfect for matting brightly colored prints, concert and movie posters, animation cells, children’s artwork, and more. Acid-free and lignin-free. Available in 32'' x 40'' and 40'' x 60'' sizes.
Introducing Nantucket, a beautiful new line of six nautical-inspired rustic wood styles available in two widths of 1 5/8'' and 2 1/2'', with a rabbet height of ½''. The eye-catching feature of the collection is the accent rope inlay, which complements the distressed wood tones of rustic white, brown, and gray. Order corner kit #CS-NAN.
CONTENTS
Call: 888-293-3956 www.crescentcardboard.com
Call: 800-937-1055 www.decormoulding.com
AD INDEX
Delta Picture Frame Co.
Epson
Announcing the arrival of Delta’s new brushed gold finishes. Available in a 1 ¼'' W x 1 3/16'' H cube profile, as well as 2 7/8'', 2'', and 1 1/16'' wide flat profiles. For samples and pricing, please speak with your local sales representative or call the office.
The 17'' SureColor P900 touts a 10-channel MicroPiezo AMC printhead with dedicated channels for photo and matte black ink types (no ink switching necessary), UltraChrome PRO10 pigment ink with violet for rich and vibrant colors, and support for advanced black and white mode to create professional photographs from the desktop.
Call: 800-327-5482 www.deltapictureframe.com
38 PFM January 2021
Call: 800-463-7766 www.epson.com
Fotiou
Fox Moulding
Introducing a new spin on the Millennial collection by Fotiou. The popular collection now features a new, timeless, ornate profile with the same florescent colors that customers love. Perfect as a liner to enhance your art or as a stand-alone frame to create that exciting accent in your décor.
The new Greek Key pattern is a 3/4'' wide moulding with a 7/16'' rabbet. Fox Moulding has taken an old-world design and given it a clean, modern flair. Made in Italy. Call: 800-341-0101 www.foxmoulding.com
Call: 800-668-8420 www.fotiou.com
Framerica
Frametastic! LLC
Framerica’s Black Brushed, a wirebrushed black metallic, has been relaunched with an even more detailed finish and greater durability. “This is the evolution of one of our most sought after finishes,” notes VP Josh Eichner.
Frametastic’s handcrafted Color Dipped lends a contemporary look to artwork and photos, combining natural basswood with one of five painted colors: Bright White, Deep Black, Dove Grey, Navy Blue, and Reddish Orange. Featuring a smart, 13/16'' wide angled profile, Color Dipped is available both as moulding (length, chop, and join) and photo frames.
Call: 800-372-6422 www.framerica.com
Call: 973-962-0286 www.frametastic-llc.com
Giò Designs
Hoffmann Machine Company
Giò Designs offers a collection of 10'' x 20'' triptych wall frames featuring a removable mat with three 5'' x 7'' openings. These ready-made collage frames are available in two different profiles and seven finishes: Brown Pine, Ebonized Walnut, Grey Oak, Tan Oak, Antique Gold, Dark Bronze, and Silver and Black.
New artwork from Cindy Jacobs! Contact a sales representative by phone or emailing info@pennylanepublishing.com for more information. All the artwork you see on the website is also available on canvas and wood products. Select images are also available as large format giclée prints. Contact a sales representative for more information and to place an order today.
Call: 800-674-3344 www.giodesigns.com
Call: 866-248-0100 www.hoffmann-usa.com
Image Conscious
LifeSaver Software
Lotus No. 1 from Image Conscious is an image by newly signed artist Suzanne Nicoll. This image, among many others from the artist, is available as print on demand on paper, canvas, cotton rag paper, acrylic, metal, and wood. Licensing opportunities are available.
Are you prepared for another possible shutdown? Add framing to your existing website, so you do not miss an order. LifeSaver introduces online framing as a simple and inexpensive plug in for your existing website! You do not need to be a LifeSaver customer to take advantage of this offer!
Call: 800-532-2333 www.imageconscious.com
Call: 800-381-0600 www.lifesaversoftware.com
Lineco
Michelangelo Moulding
Lineco Frame PVA Adhesive is designed for adhering wood or medium-density fiberboard (MDF) frame molding. This high-density wood glue dries quickly. This permanent PVA adhesive can be also used for other art and craft applications, such as gluing wood, board and paper, with excellent lay flat properties.
In 2021, Michelangelo is adding a new, distinctive line of four, metallic-embellished, washed and distressed finishes. The collection is available in a variegated bronze, gold, dark silver, and light, delicate silver and each moulding measures 7/8'' by 1 3/8''. The mouldings have a gilded-like side treatment, which coordinates with each forward-facing plane.
Call: 800-322-7775 www.lineco.com
Call: 877-422-8812 www.michelangelomoulding.com
PFM January 2021 39
New For 2021 Product Showcase Michelangelo Moulding
Penny Lane Publishing
Several notable floater profiles were introduced at the 2020 WCAF Expo. The 360 series, available in seven colors, stands out due to the delicate, ethereal quality of each finish.
New artwork from Marla Rae! Contact a sales representative by phone or emailing info@pennylanepublishing.com for more information. All the artwork seen online is also available on canvas and wood products. Select images are also available as large format giclée prints.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 800-273-5263 www.pennylanepublishing.com
PI Creative Art
Picture Woods
Flower Power II (JN487-A) by Asia Jensen is new P.O.D image published by PI Creative Art. Custom sizing now available on quality paper(s), canvas, acrylic, or metal. This series is one of over 23,000 images offered to the trade.
Poplar strainers offer the perfect blend of form and function. Molded to Picture Woods’ exacting standards, these strainers are both easy to use and strong enough to support any fine hardwood mouldings, even the slender and coy 538 profile. Available as length, chop, and join; attaching them is a breeze with the option to pre-drill using the Kreg pocket hole system.
Call: 800-363-2787 www.picreativeart.com
Call: 800-321-6522 www.picturewoods.com
Rosenstiels
Rustic Creations
Introducing a fresh selection of figurative illustrations by artist and designer Joëlle Wehkamp. With playful brushwork, Wehkamp teams vivid patterns and enticing color combinations to bring each figurative to life. Creative and colorful, her work will brighten up any space.
Introducing Rustic Creations’ newest Barnwood Moulding design for 2021! 1'' wide white or black barnwood frame with a natural inside cap. ASF-W (Angela’s Special Frame - WHITE) and ASF-B (Angela’s Special Frame - BLACK). A minimal, rustic style; not too overwhelming for today’s artwork. Call for free samples.
Call: +44 (0)20 7352 3551 (UK) www.rosenstiels.com
Call: 800-410-3200 www.rustic-creations.com
Specialty Matboard
Studio Moulding
Timber Series: this series is comprised of 11 items in a range of pale grays to soft browns. The pattern is textural and organic with an element of wood and fiber.
Are you interested in designing with fillets? Studio Moulding is pleased to introduce Liso fillets in six modern metallic finishes to enhance your framing options. We invite you to review the entire collection of fillets online. Contact your sales representative or Studio Moulding to place a sample order today.
Call: 800-280-6287 www.specialtymatboard.com
Call: 800-262-4174 www.studiomoulding.com
CONTENTS
Studio Moulding
SunDance Graphics
AD INDEX
Studio Moulding broadens the Sierra Collection to include two of the most popular profiles in all five hand-stained finishes. The warmth of Sierra makes this collection an ideal resource for a wide variety of art. Please contact your sales representative or Studio Moulding to place a sample order today.
SunDance Graphics is looking forward to a hopeful and promising 2021 and thankful for the opportunity to meet with clients virtually. The team is excited to share new imagery and present new upcoming artists. Among them is Lucca Sheppard, who brings his inspiration from the ocean and wildlife and transforms it into original artwork.
Call: 800-262-4174 www.studiomoulding.com
40 PFM January 2021
Call: 407-240-1091 www.sdgraphics.com
Third & Wall Art Group
Tru Vue
“Boats” is a 36'' x 36'' acrylic painting by BethAnn Lawson, available for print on demand from Third & Wall Art Group.
Optium Museum Acrylic is now available in smaller, single-sheet sizes, making it easier for you to offer the best glazing for any project. Suggested retail pricing is available, and product is stocked coast to coast. Request a sample kit, find a distributor, and get complete details at tru-vue.com/optium.
Call: 877-326-3925 www.thirdandwall.com
Call: 800-282-8788 www.tru-vue.com
Tru Vue
Universal Arquati
Museum Glass is unmatched with its amazing clarity and uncompromised 99% UV protection for those wanting only the best. This premier glass product is optically coated for a smooth, durable finish, making it easier to clean and enhancing the entire viewing experience. A perfect option for all works of art! Learn more at tru-vue.com/solution/ museum-glass.
Introducing a new size to the successful gesso-free line, ¾'' x ¾'' Italian Prime! This Italian-made moulding new profile features open grain, high gloss, and matte finishes in a variety of colors. This profile is economical, gesso-free, and great for many uses with small pictures, inner frames, and photography. This product is now in stock! Please contact your local sales representative to get a sample set.
Call: 800-282-8788 www.tru-vue.com
Call: 800-668-3627 www.universalarquati.com
PFM January 2021 41
Distributor Spotlight
Quality Saw & Knife is now part of Connecticut Saw & Tool. Contact us for all your picture framing saw blade and sharpening needs. www.ctsaw.com info@ctsaw.com
800-404-1220
CONTENTS AD INDEX 42 PFM January 2021
CROSSWORD CHALLENGE Across
Down
1 Protective ____ : frame protection items
1 Type of tape that is coated with an acid
5 Type of frame where no glass is used 8 Some time back
free water-based acrylic adhesive system 2 Numbered hwy.
9 Company that produces frame molding, mat and foam board
3 Type of hardware that transforms a wall hanging frame into a tabletop frame,
10 ___ cellulose: pure cellulose extracted from wood pulp
2 words 4 Term used to describe the bundle or
12 Poorly lit 13 Wood that is resistant to decay and often used for archival picture framing 14 ___-74 resin, providing a clear, protective
contents of a picture frame, when stacked together 5 Board used for backing, 2 words 6 Counter
high gloss cover 16 Nearing depletion
7 Good choice of wood for archival framing 11 Fedora, for example
17 Plaster mold 18 Newport's state
15 Top of a clock dial 19 Word used to show that prints of an
20 Expansive view in many landscape paintings 23 Internal material of an object
original work are numbered and will not be reproduced after a certain number
25 Strike 26 Color
21 Textured layered look on a frame 22 Metal container
27 28 30 33 36 37 38 39
24 27 29 31 32 34 35
Metric measurement of paper density, abbr. Spin or twist together Aspect Work together as a team to achieve results Paul ___, Swiss artist Exists Conclusion Museum glass has a special anti-____ coating
Away from the office Digital fine art print Workbench adjunct Alaska, abbr. Poet's period after dusk, abbr. Zero Consume
Crossword Challenge Puzzle Solution
Have a question or comment? Tell PFM what you think. Mail letters to PFM 330 Mounts Corner Drive # 313, Freehold NJ 07728Call 732-536-5160, Fax 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com PFM January 2021 43
Index Advertiser
Page
Advertiser
Page
3A Composites USA ............................................................................31
Hoffmann Machine Company .............................................................42
704-818-1456
866-248-0100
www.encoreproducts.com
www.hoffmann-usa.com
Active Sales .................................................................................27, 42
House of Troy ....................................................................................41
800-937-2255
800-428-5367
www.activesalesco.com
Alpina Manufacturing, LLC .................................................................42 800-915-2828
www.fastchangeframes.com /www.bannergrip.com
Arlo Spacemaker Products, LLC...........................................................29 800-332-2756
www.reevesextruded.com
Artist Supplies & Products...................................................................42 262-797-8101
www.gilderspaste.com
ASF - A Street Frames ........................................................................42 800-805-7655
www.astreetframes.com
Bella Moulding ..................................................................................25 888-248-6545
bellamoulding.com
CMI Moulding ....................................................................................42 301-476-7440
www.cmimoulding.com
www.houseoftroy.com
Jack Richeson & Co. .....................................................................26, 42 800-233-2404
www.richesonart.com
Join Rite ............................................................................................42 508-454-7477
www.joinrite.com
Michelangelo Moulding ......................................................................19 877-422-8812
www.michelangelomoulding.com
Omega Moulding Company ................................................................11 800-289-6634
www.omegamoulding.com
Picture Framing Magazine..................................................................13 800-969-7176
www.pictureframingmagazine.com
Picture Woods Ltd. .............................................................................29
Connecticut Saw & Tool ......................................................................42
800-321-6522
203-318-4302
Pro Tapes & Specialties.......................................................................32
www.ctsaw.com
www.picturewoods.com
Craft Inc. ...........................................................................................36
800-345-0234
800-827-2388
Rhonda Feinman Custom Frames ..........................................................6
www.craft-inc.com
www.protapes.com
Crescent Cardboard Co. ......................................................................15
800-297-1566
800-323-1055
Sepp Leaf Products ............................................................................45
www.crescentcardboard.com
Decor Moulding & Supply ................................ 20, 21, 35, 37, 41, Insert 800-937-1055
www.decormoulding.com
Fixons ...............................................................................................42 714-526-3455
www.fixons.com
Foster Planing Mill .............................................................................34 323-759-9156
www.fosterplaningmill.com
Frame Specialties ...............................................................................10 CONTENTS
800-777-3165
www.kooltack.com
Framerica................................................2, 3, 4, 20, 37, 41, 43, 45, 48 800-372-6422
www.framerica.com
AD INDEX
FrameTek ..........................................................................................45 800-227-9934
www.frametek.com
800-971-7377
www.rhondafeinman.com
www.seppleaf.com
Studio Moulding, Inc. .........................................................................17 800-262-4174
www.studiomoulding.com
Superior Moulding Corp. ....................................................................42 800-922-7914
www.supermoulding.com/www.zelanto.com
Ten Plus.............................................................................................23 888-944-8899
www.tenplusframes.com
Tru Vue ...............................................................................................7 800-621-8339
www.tru-vue.com
Universal Arquati ...........................................................................5, 33 800-668-3627
www.universalarquati.com
Frank’s Fabrics for Framers ................................................................28
Wall Moulding ...................................................................................47
888-332-2749
800-880-8315
www.franksfabrics.com
www.wallmoulding.com
Gluefast Company .............................................................................42
Wizard International ............................................................................9
800-242-7318
888-855-3335
44 PFM January 2021
www.gluefast.com
www.wizardint.com
(Continued from page 46)
string to nestle safely along the distort-
pack. When assembled, the depth of
ed octagonal opening. Then additional
the project measured just under 1� with
mats were cut to echo the shape and
the pack measuring close to the same.
floated to give the sensation of accel-
Tru Vue Museum Glass was added to
eration.
the frame and after nailing and lining
Our basic layer pattern was glass,
the back with black tape, everything lay
mat, foamcore, mat. Extra space was
flush. Success! By sticking with a sim-
needed between the mats holding the
ple color scheme, unique design, and
lights to accommodate the excess cord
deep frame, we were able to include a
and between the backing and back of
range of elements, both aesthetic and
the frame to give room for the battery
practical. PFM
PFM January 2021 45
DESIGN OF THE MONTH By Meg Glasgow
Foo Fighters Poster Gets Star Treatment
T
his concert poster came to us from fans who wanted to add it to their growing collection. Our goal was to create some-
thing special for them, without the design becoming overwhelming. After a few Google Image searches, we discovered photos from the 1982 science fiction movie “Tron,” with its distorted, octagonal tunnels, and knew this design idea could work. The key to success of using strong design elements is that they serve to highlight the art instead of distracting from it. Following that principle, we chose a simple two-color scheme of black and blue to make the red graphics in the poster stand out even more. To create the tunnel perspective, we plugged the outside and opening dimensions into Wizard’s Frameshop program, then drew out the irregular shapes on just one side of the mat. To repeat them exactly, we then copied, pasted, and inverted the shapes to the other side. The design was built to fit,
wire on Amazon for under $10. Our LEDs came with a small AA battery pack that we wanted to hide, but still have easy access to. In past projects, we have used tape or brackets to hold the battery pack in place. While both options offered security, we normally did not have enough space to hide the pack behind the frame, instead securing it to the side or bottom of the frame. To avoid the unsightly black box, we had to pick the right frame. A simple black-cap shadowbox moulding we’ve used many times became our pick for this project. Its 2” depth was enough space to accommodate the multiple mat layers.
so when it came time to finally cut the mat, most
We repeated the use of a black mat for all
of our proportions fit perfectly. (There was a bit of
shapes and openings, acid-free foamcore sup-
finagling at the end of assembly; the reverse bevels
ports, and 3M’s 969 ATG with a bit of wood glue.
had modified the cut size slightly. Shrinking down
CONTENTS
the completed design by about 1/8 did the trick.)
After successfully cutting our black mats, next came the mounting. Each layer is floated,
A small neon wire of LED lights offered a sub-
barring the bottom two, which lay flush with the
tle-but-continuous stream of light and served as
poster. The lights are sandwiched between two
the anchor of our futuristic design. We found the 9’
mats, each cut with a 45° bevel to allow the LED
AD INDEX
Meg Glasgow, owner of Finer Frames in Eagle, ID, is a nationally recognized consultant in the art and framing field and the winner of Larson-Juhl’s inaugural Design Star competition in 2013. She travels widely around the US presenting sales and marketing seminars for small businesses, and has recently published her second book, “Recharge Your Business.” She is a popular instructor at The National Conference in Las Vegas.
46 PFM January 2021
(Continued on page 45)
The colors in this Foo Fighters poster pop with the help of a blue inner mat and a black outer mat featuring geometric cuts that draw the viewer’s eye inward. LEDs along the mat edge add interest.