DESIGNING WITH FLOAT FRAMES MOUNTING 3-D OBJECTS SUPPLY DISRUPTIONS IMPACT THE INDUSTRY
Contents
PFM is a member of:
Volume 32, Number 5
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover Float frames are a great option for modern art, works on canvas, and more. With profiles ranging from bold colors to classic neutrals (like Framerica's Gallery White, shown here), floaters are used by many framers as a building block for successful designs. For the full story, see page 36. Photo courtesy of Framerica
Features 18 22 30 36
Supply Shortages & Delays Impact Industry Decorative Mounting for a Sword Object Mounting Solutions with Magnets Float Frames: A Versatile Design Option
46
Columns 12 Marketing Methods 24 Sales Strategies 46 Design of the Month
22
Departments 8 10 40 42 43 44 45
Editor’s Note Industry News Product Showcase Distributor Spotlight Crossword Puzzle Index of Advertisers Crossword Solution
36
30
Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 330 Mounts Corner Dr. #313, Freehold, NJ 07728; phone 732-5365160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2021 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
PFM Publishing
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PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com • 848-231-4082
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS
Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Brian Wolf, CPF • John E. Ranes II, CPF, GCF • Tim Franer, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF • Paul MacFarland, MCPF, GCF James Miller, MCPF, GCF • David Lantrip, MCPF, GCF
B USI N E S S E D I TO R
ADVERTISING SALES
sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T
Maureen Robertson • maureen@wcafexpo.com PRODUCTION
A D V E RTI S I N G C O O RD I N ATO R
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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
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CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@pfm-group.com
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PFM PUBLISHING, LLC PRE S I D E N T
6 PFM May 2021
Bruce Gherman
FROM THE EDITOR’S DESK
O
Industry experts cover 3-D object mounting, designing with float frames, and more. We also break down the ongoing global supply chain issues spurred by the pandemic. CONTENTS AD INDEX 8 PFM May2021
bject framing showcases the true expertise of a professional custom framer. It often presents the most unique challenges—and brings out the most creative solutions. In our May issue, we offer several articles with a special focus on savvy shadowbox solutions to help framers hone their technical skills and broaden their design horizons. Looking for an alternative mounting solution because of an item’s heat intolerance, emotional value, or overall size and/or weight? Learn how to use a system of highly powered magnets as a safe method for mounting a range of three-dimensional objects in the latest article from Meghan MacMillan, MCPF (page 30). In his latest article, James Miller, MCPF, showcases a shadowbox project for a collection of Masonic objects, including an eye-catching sword and its hilt. To fit the sword into the design, it was mounted in a recessed cove mat—an undertaking that involved a custom mat design and special cuts to the mat and foamboard. I hope you will be inspired by this decorative mounting method (page 22). May’s Design of the Month column highlights a collection of framed objects, too, from Finer Frames’ Meg
Glasgow (page 46). Meg’s shadowbox, designed to house memorabilia straight from the Scottish Highlands, features a tartan mat, custom-built leather frame, and other details that evoke the spirit of the region. This issue also has a focus on float frames, with a specialized Float Frame Product Showcase highlighting what’s new and hot in float profiles and readymades from leading suppliers (page 40). And the latest article from David Lantrip, MCPF, explores how to use these versatile products in a range of designs, from modern and abstract art to works on canvas and more (page 36). In addition to these articles— and excellent new Marketing and Sales columns—this issue also examines the ongoing supply chain problems being faced by manufacturers and distributors worldwide due to COVID-19. Our story delves into the chain reaction that has led to the material shortages and shipping delays we see today, and includes insightful conversations with some of the framing industry’s leading suppliers. For the full story, see page 18.
Kimberly Biesiada Editor
INDUSTRY NEWS Loan Program Deadline Extended to May 31
the size of four NBA-regulation basketball courts. Jafri created
A bill introduced March 11 in the US House of Representatives
the massive work to raise money for children affected by the
to move the Paycheck Protection Program deadline forward
COVID-19 pandemic. Jafri initially intended to sell the 70 cut panels that make
by 60 days was passed in a 415-3 vote. The bill, called the PPP Extension Act of 2021, now
up the artwork separately, but at the auction, a Dubai-based
the
businessman offered more than double the original asking
where
price to buy them all. Proceeds from the auction will be do-
it is expected to
nated to UNICEF, UNESCO, The Global Gift Foundation, and
be approved. It
Dubai Cares for children’s education, health care, sanitation,
would extend the
and digital connectivity programs.
moves Senate,
to
program to May 31, instead of the previous date of March 31,
The artwork holds the Guinness World Record for the
and give the Small Business Administration an additional 30
world’s largest art canvas. It was created in a ballroom at the
days to process loans.
Atlantis The Palm hotel in Dubai, where Jafri was based when
Also in March, the SBA said in a report that it approved
the United Arab Emirates introduced lockdown measures to
2.5 million PPP loans totaling $168.5 billion from the opening
control the spread of the virus last year. The painting, which
of the current round on Jan. 11 through March 11. Those to-
took him seven months to complete, features abstract brush-
tals are higher if you add in loan guarantee applications that
work and drip-painting.
had been submitted but not yet approved by that date—2.8 million loans for $192.3 billion.
For more information on Jafri and the project, and to see an interactive photo gallery, visit humanity-inspired.com. PFM
The SBA’s report also provided updated loan forgiveness statistics for PPP loans made in 2020. Of the 5.2 million loans made, 2 million have been forgiven. The forgiven loans total $178.7 billion, which is about 34% of the $521.1 billion in PPP loans approved last year. For more information on the program and to apply, visit sba.gov.
World’s Largest Painting Sells for $62 Million at Charity Auction The world’s largest canvas painting was sold recently at a Dubai auction for almost 228 million dirham ($62 million), benefiting children’s programs worldwide. The work, “The Journey of Humanity” by British painter Sacha Jafri, clocks in at over 17,000 square feet—or roughly
CONTENTS AD INDEX 10 PFM May 2021
Just a portion of “The Journey of Humanity.” Photo courtesy of Humanity Inspired
MARKETING METHODS
By Ginger Hartford, CPF
Attract Customers Using Pinterest: Part 1 In the first of a two-part series, key insights from Pinterest’s conference.
D
id you know that Pinterest is the second top search engine behind Google and the world’s first visual
discovery engine? Pinterest is a platform for the future. In today’s digital society, we are all in discovery mode, searching for inspiration
go before making decisions.
as we dream about, plan, and prepare for the
So, what does this mean for your busi-
things we want to do most in our lives. Your
ness and digital marketing strategy? Success-
customers are on Pinterest, too, making de-
ful businesses spend their marketing efforts
cisions about what they want to create, what
where customers are starting to plan, in the
they want to purchase, where they want to
moment of inspiration. We need to be where
shop, and with whom they will do business.
they are, harnessing opportunities to build
How can you help your customers looking for
awareness, capture, nurture, and convert new
custom framing ideas and lead them to your
customers on Pinterest.
business? It all starts with visual search and
Recently, Pinterest launched a global vir-
inspiration—and for businesses, that’s where
tual marketing conference, Pinterest Pres-
Pinterest comes in!
ents, with their leadership and chief creative
CONTENTS
About 450 million people—150 million in
team as well as special guest Dan Levy of
the US alone—use Pinterest. These users have
the Emmy Award-winning comedy “Schitt’s
saved 16 billion inspirational home decor
Creek.” I will share a few takeaways from the
pins, including art, custom framing, design,
conference here and, in an upcoming sec-
and tips for styling gallery walls. Ninety-five
ond article, will go into greater depth around
percent of users state that Pinterest is a place
specifics for setting up and optimizing your
that sparks ideas and inspires action. The
Pinterest business account, effective strate-
bottom line: your customers are searching for
gies for ranking first in online search, traffic
what inspires them most. It is where people
and lead generation, list building, and cam-
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Ginger Hartford is a highly accomplished art and design industry veteran recognized for her executive leadership and expertise in strategic marketing and global business development. Formerly with Larson-Juhl, Ginger founded EurDesign Studio as a sought-after consultant and national speaker about high level marketplace trends and design technology.
12 PFM May 2021
Pinterest has a wide variety of options for business owners looking to get their products in front of consumers, from free “pins” to paid ads.
paign management, as well as tips to streamline your digital marketing efforts.
Pinterest Growth Marketing Levy is an incredibly creative professional who says Pinterest has been the greatest method for communicating creative language. He uses moodboards to create visual reference guides when building out set design, character costumes, or storylines for “Schitt’s Creek.” “Sometimes we don’t have the
Key takeaways from Pinterest’s recent conference include how to use the new sponsored StoryPins feature and future predictions about the app and its users’ preferences.
spiring bucket-list travel ideas and
words to describe what we’re look-
Pinterest Predicts
lifestyle trends. Millennials, who are
ing for,” said Andrea Mallard, chief
Global brand team member Celes-
now largely in their 30s, are curious,
creative for Pinterest. “Words don’t
tine Maddy shared that Pinterest
multi-dimensional,
have the same kind of power as im-
users represent all age groups and
Maddy said they are “getting ready
agery. But Pinterest opens your ap-
demographics. Sixty percent of its
for a renaissance. They need a road-
erture, your perspective in design.”
global audience is women, with men
map.” Your business can be the brand
Mallard added that Pinterest serves
and young adults (Gen Z) increasing
that shows them how to design and
as a road map for what’s possible.
usage 40 percent year over year. Men
style with art and custom framing!
and
adaptive.
Storytelling has become a more
in the US created 13 million inspira-
inspiring brand service. Levy said
tion boards and saved pins, so don’t
that storytelling often has purity,
forget about them—they’re plan-
Pinterest Premiers Video Tools
vision, and honesty of intent. From
ners and looking for ways to express
Pinterest users are obsessed with
a creative marketing standpoint, he
themselves, too!
video; video tools increased en-
advises business owners should “go
Boomers, or mature audienc-
gagement up 800 percent! Pinterest
with something that means some-
es, are searching for nomadic ideas
launched its StoryPins video feature
thing, as opposed to playing it safe in
and getaways for life on the road.
because it is less about what some-
terms of how you create your adver-
Young adults in Gen Z are actively
one else did, and more about what
tising. Audiences are smart; authen-
rallying around the future, with 15
you can do. This appeals to users,
ticity and diversity are key. Be sure to
million new boards; they are using
who want to act (in other words,
represent everybody.”
Pinterest as a life planner with in-
buy!). Sponsored StoryPins walk viewers step by step through a do-ityourself process. For example, IKEA
CONTENTS
recently partnered with decorators to promote decorating for the holidays. They created quick video highlights showing the professionals’
AD INDEX
designs and how to recreate the look at home with IKEA products. Since sponsored StoryPins don’t disappear after a period of time the way they do Take advantage of Pinterest’s resources for business owners, including access to the company’s media experts (“Pinterest Partners”), who can offer experience and guidance. 14 PFM May 2021
on other platforms, the company can reuse this content effortlessly when
across mainstream channels, integrate more seamlessly into social media experiences, and provide click-to-cart opportunities. Look to “Pinterest for Business” solutions to create meaningful ads and shopping solutions with access to analytics and measurement. Hundreds of millions use Pinterest to inspire their next projects.
consumers are looking to decorate for the holidays. This is big-picture, long-range marketing you can model year round.
Pinterest Shopping Experience Consumers have a window-shopping mentality; we want to enjoy online shopping, not just “add to cart.” It is up to you to provide inspiration, magic, and value to the online consumer experience. Customers enjoy curating their interests as a reflection of themselves. Yet, as we find products and services of interest, we tend to want to get to the source quickly and easily for the next step in the purchase. Pinterest partners with ecommerce brands
to
bring
their
products
Many independent businesses benefit greatly from Pinterest’s me-
The site has made it easier than ever to upload content from your business.
dia experts (called Pinterest Part-
It’s also important to consider
ners), agency resources for special-
the future of “influence.” Small busi-
ists, and tools for outsourcing and
ness owners of all kinds can take
automation. Take full advantage of
cues from larger brands in this facet
the resources available to you, and
of marketing. Aya Kanai, former edi-
don’t be afraid to outsource digital
tor of Marie Claire and current head
marketing or partner with special-
of content and creator partnerships
ists that can help your business
at Pinterest, strives to deliver story-
thrive while you do what you do
telling that resonates with consum-
best in your gallery, frame shop, or
ers, is authentic to the brand, and
other creative business!
forwards the business’s goals seamlessly. At the conference, Kanai
Pinterest Positivity
spoke about the future of influence
Pinterest’s executive team advis-
and highlighted the importance of
es business owners to design their
brand influencers in that future.
marketing campaigns to offer users
These influencers, who can be any-
inspiration, not interruption. When
one from local designers to national
deciding what campaigns to put on
personalities, have a trusted voice
Pinterest, keep in mind that people
that is amplified on platforms like
on the site are in a shopping mind-
Pinterest to drive customer traffic to
set. When an ad is done right, it
a certain business or product.
doesn’t even feel like an ad.
For me, the most important takeaway from the conference that relates to independent businesses is how important it is to be mindful in your marketing efforts. Influence
CONTENTS
must be tied to purpose, and positivity is a business decision. In part two of this two-part article series, I will delve into the nitty gritty of how to set up your busi-
AD INDEX
ness’s Pinterest account and how to make it work for you like a star employee. Stay tuned! PFM Another benefit of joining Pinterest? Access to the company’s data-based insights into upcoming design and decor trends. 16 PFM May 2021
SUPPLY SHORTAGES & SHIPPING DELAYS CONTINUE TO IMPACT INDUSTRY
By Kimberly Biesiada
T
he COVID-19 pandemic has had widespread impacts
ularly early on in 2020—has helped cause the logjams seen
on supply chains over the past year. Material short-
in ports around the world today.
ages and shipping delays have disrupted countless
There are other pandemic-related factors contributing
industries, including manufacturers and distributors of pic-
to the delays, too. Many companies have had to introduce
ture framing products and equipment—and these disrup-
furloughs or layoffs to survive, resulting in a smaller work-
tions have continued through the first quarter of 2021.
force. Many have also dealt with a reduced staff as workers
While many companies have seen increased demand
fell ill or were exposed to someone with the virus.
from their retail framing customers in recent months—in
In their report, the Times described the tumult at the
many ways, our industry has thrived during the era of work-
twin ports of Los Angeles and Long Beach, CA, the biggest
ing-from-home—they have also had to grapple with ongoing
gateways for trade with Asia, where “unloading has been
supply challenges.
slowed by a dearth of dockworkers and truck drivers as the
Around the world, shipping gridlocks have caused
virus has sickened some while forcing others to quarantine.”
struggles for companies of all sizes, from automotive and
Gene Seroka, director of the Los Angeles port, said that he
appliance makers to furniture, fitness equipment, and elec-
anticipated the backlog would remain until midsummer.
CONTENTS
tronics suppliers. Ports are overwhelmed; freight costs have
Framing suppliers have not been immune to these glob-
gone up; vessel accidents have caused a spike in lost goods.
al issues. From steel (needed for hanging hardware) to lum-
(The most notable accident of 2020 occurred in December,
ber (for moulding), acrylic (for glazing), and more, companies
when nearly 2,000 containers were lost or damaged as a
across the board have been faced with shortages and price
ship managed by NYK Shipmanagement of Japan was hit by
increases on the materials they need to make their products.
stormy weather in the Pacific Ocean. By comparison, a 2020
Those shortages and price hikes, on top of shipping delays,
report on container losses by the World Shipping Council
have made for an extremely challenging year.
found that in the past 12 years, an average of 1,382 containers were lost at sea annually.) A New York Times report published in March examined
“From a logistics side, it’s been frustrating—both getting raw material in and getting finished goods out the door,” said Matt Ozmun, executive vice president of Crescent Brands.
AD INDEX
these and other factors that have led to the ongoing chaos
“One of our most frustrating issues has been on the in-
in global supply and shipping. Put simply, people have been
ternational export business side, where we fill a container
stuck at home and putting money that would have otherwise
of goods to ship out,” he added. “We’ve had orders that have
been spent on outside-the-home entertainment and travel
sat on our loading docks for three weeks because every other
towards inside-the-home goods like exercise bikes, video
day, the logistics companies promise a container, and then
games, toys—you name it. That spike in demand—plus the
they cancel it. Valiani [an Italian manufacturer of computer-
massive demand for personal protective equipment, partic-
ized mat cutters, distributed in the US by Crescent Brands]
18 PFM May 2021
has had the same issue; they just can’t get containers.”
“I think our framers understand there’s been disruption
Jon Bromberg, CEO of Universal Arquati Moulding, sum-
on every level, so there’s a nice degree of patience and tol-
marized the chain reaction of events that has led to the
erance for hiccups,” Merzin said. “I think that’s due to the
lengthy lead times typical of the past 12 months: “There is
fact that we’re all in this together. If you are transparent in
a lumber shortage and reduced workforces at the factories,
your communications, everybody kind of understands and
which cause delays. Then getting a container to pick up your
factors it into the equation.”
product when it’s ready is delayed [due to container short-
Ozmun, who echoed that sentiment, said suppliers un-
ages]. Then you get it on a vessel on the ocean, where it’s de-
derstand that when a framer orders matboard, moulding,
layed. Then it gets to the port, and it’s delayed. Then you’re
or other products, those products have already been sold to
trying to get a truck to pick it up, and that gets delayed.”
a customer—in other words, there is a framing job in the
It all adds up to lead times that are two to three times
works, and time is of the essence.
longer than normal, Bromberg said, as well as “tremendous
“The end consumer is already expecting a finished
amounts of increases” in the cost of freight, product, labor,
product” from the framer, he said. “We want to make sure
trucking, and more.
the product gets there just as badly as they want it to arrive.”
“I’ve been in the industry 35 years, and I’ve ever seen anything close to this,” he said.
As with many aspects of life amid this unprecedented health crisis, it is uncertain what supply chains will look
David Merzin, president of Omega Moulding, said ocean
like in the near future. On the one hand, as more and more
freight is costing the company more than three times what
people receive COVID-19 vaccinations and social restrictions
it did pre-pandemic, “which is really significant in terms of
continue to lift, some experts predict that consumer spend-
the percentage of freight for the goods we’re importing.”
ing will shift somewhat from goods back to experiences,
He added that, on top of all the price hikes mentioned
easing the burden on container shipping. On the other hand,
above, trucking companies are now charging extra fees due
retailers will need to build up their inventories ahead of the
to the long waits their drivers must sit in at the ports.
busy holiday shopping season, so we could see gridlocks for
There is virtually no part of the supply chain that hasn’t
quite some time. According to a paper published Feb. 26 by
been affected by the pandemic. Suppliers like Omega have
Julianne Dunn, an economic analyst at the Federal Reserve
seen “significant increases” in the cost of acrylic, for exam-
Bank of Cleveland, “it is likely that supply chain disruptions
ple, due to its chemical components being in short supply,
will continue to evolve for the foreseeable future.”
Merzin said. Acrylic’s wide use in protective barriers for of-
Bromberg said he expects challenges to continue until
fices, schools, and other buildings also contributed to the
2022. “A month ago, I’d have told you [things will normal-
price hike.
ize by] midsummer to the end of the third quarter,” he said.
Glass, as well as wood and plastic mouldings, have
“But now that everybody’s ordering more than they need be-
been similarly affected; even packing materials have be-
cause they’re anticipating delays, it’s going to stretch things
come costlier as the booming ecommerce sector drives up
out even further. I believe it’s going to change slightly before
demand for boxes and other items needed to pack and ship
the end of the year, but I don’t think you’re going to see any
products, Merzin said.
drastic change where it’s ‘back to normal.’ I think things will
All of this has forced suppliers to adapt under rapidly
settle down, but to what extent—that’s the question.”
CONTENTS
changing conditions—much like the average person has had
In the meantime, some US companies have tried to re-
to do in their daily lives amid changing rules, restrictions,
negotiate arrangements with shippers or paid premiums to
and health guidelines.
send goods by air. BDO, an international network of public
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“It is what it is; you’ve got to adjust and adapt and run
accounting, tax, consulting, and business advisory firms,
the business,” said Merzin, who added that maintaining a
advised manufacturers to consider several steps to protect
large inventory in their warehouses and other preventative
their supply chains against future unanticipated disrup-
practices have helped the company mitigate some issues in
tions, including shifting their supply sources to a variety of
getting their moulding to customers.
countries; expanding their sales and operations planning;
Across the board, suppliers have said their retail customers have been understanding of price increases, delays, and other effects the pandemic has had on doing business. 20 PFM May 2021
conducting a business continuity risk assessment; and reviewing their insurance coverage. PFM
DECORATIVE MOUNTING FOR A SWORD By James Miller, MCPF, GCF
S
hadowbox projects involving mul-
ing within side pieces so that it could be
tiple objects of different shapes
centered and glued in place securely and
and sizes often present challenges
with no gaps.
in design and mounting. Here we will fo-
The cove mat parts were cut first from
cus on the sword in this project, because it
the suede matboard, and then assem-
is a good example of how innovation and
bled using electrical-grade hot melt glue,
creativity can bring good results.
which is chemically nonreactive. After the
There are several items of Masonic
cove mat was completely assembled, the
memorabilia in this project, but the sword
moulding parts for the trim frame were
is intended to be the main focal point. In
cut to fit, glued, and V-nailed together. The
order to fit it into the visual scheme, it was
short pieces of moulding needed for this
mounted in a recessed cove mat, which
assembly would be dangerous to cut us-
involved a custom mat design as well
ing a large double miter saw, so they were
as special cutting of the matboard and
cut more safely using a single-miter saw.
foamboard parts. Our CAD program and
For these few small parts, a manual miter
computerized mat cutter made this work much easier and more accurate, but similar results could be achieved using manual cutting tools. The first step of this mounting process was to determine the exact layout and dimensions. Once the sword’s position within the design was decided, the cove mat and the trim frame were designed to go around it. The total depth of the mounted sword is about 3”, which is easily accommodated by the depth of the outer frame and the custom fabricated glass box for the project.
CONTENTS
To design the cove mat for the recessed mount, the shapes of the parts were laid out in the Corel Draw X6 CAD program, and then cut in three-part sec-
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tions using a Valiani CMC. Achieving the exact dimensions required a couple of trial cuts using flaw board to make everything fit properly. For example, the crossshaped “floor” of the cove mat needed to be cut slightly larger than the actual open22 PFM May 2021
Surface-mounting the sheath next to the recess-mounted sword reduces its visual value in the presentation.
of suede matboard in a lighter, brighter red color. Aside from drawing more attention to the depth of the covemat, this reinforced the bottom surface to which the sword was attached. Spacer blocks of clear acrylic were attached to the cove mat’s floor. The sword is attached within the recessed cove-mat by two clear film straps about 1 1/4'' wide; one near the This layout and cutting of the cove mat shapes could have been done manually, but the Corel Draw X6 CAD program and Valiani CMC helped.
top of the blade, just below the hilt, and the other near the bottom of the blade. The straps were pulled tight and their ends taped to the back of
saw would be even safer. Then, the as-
the assembled cove-mat. At both ends
sembled cove-mat was glued into the
under the clear film straps, the sword
assembled trim frame.
is elevated above the mounting surback-
face by spacers assembled from mul-
ground mat, which supported all the
tiple layers of clear acrylic. The layers
other items in the project, was cut in
were bonded by double-sided tape,
the shape of the framed cove-mat us-
then covered in top paper peeled off a
ing the CMC. To avoid mistakes and to
scrap of the dark red, suede matboard
verify the dimensions and position-
used in the project, and then strips of
ing, a trial cut of the background mat
¼'' wide Volara foam tape were added
was made using flaw board.
to prevent slipping of the metal sword
Next,
the
frame-sized
To complete the assembly, foam-
on the acrylic spacer blocks.
board spacers were cut using the CMC
After strap-mounting the sword
to be placed vertically in several lo-
in its framed cove-mat, I again used
cations under the background mat
The upper and lower mounting straps were pulled tight, over the sword and through slots in the cove mat’s floor, using the spacer blocks for proper elevation. The straps were secured using polyester, double-sided fillet tape with acrylic adhesive.
clear film straps to attach the sword’s sheath alongside the sword’s trimframe. The certificate in the frame was also surrounded by a trim-frame to match that around the sword. The sash and cap were attached by needleand-thread stitches. The flat items— the booklets and paper cards—were attached by clear film straps.
to accommodate the depth of the
Another unusual feature is the
recessed cove-mat assembly. These
L-shaped frame, designed and built to
foamboard spacers provided integral
support the box made of anti-reflec-
support for the parts and consistent
tion, UV-filtering glass. Although this
depth for fitting into the outer frame.
frame could stand on a shelf or table,
Seeing the finished cove-mat as-
it was fitted with a Z-Bar hanging sys-
sembly, I decided to add a “false floor”
tem for wall display. PFM
James Miller
The recessed cove mat and its trim frame were assembled before mounting of the sword.
The lighter, brighter red suede mat below the sword highlights emphasizes the depth and shape of the cove mat, and reinforces the mounting surface.
James founded retail framing business ARTFRAME, Inc. in 1988 and sold it in 2015. His business specialized in protective framing, with emphasis on creative framing of three-dimensional objects. He continues in the industry as an author, educator, and consultant. He has co-authored several PPFA publications, is a longtime PFM contributor, and has authored two other instructional books for picture framers; “Mounting Objects with Clear Film” and “The Complete Guide to Direct Contact Overlays.” PFM May 2021 23
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Building Relationships Value is more than just pricing. Fostering trust is key to earning loyalty.
T
he foundation to building a strong business is building relationships. When it comes to marketing, it can
actually be easier and more affordable to focus on improving and enhancing your relationship with an existing customer than trying to acquire a new customer. For some businesses, customer relationships can be based on financial incentives,
might they want to frame again?
such as pricing and discounts. There’s noth-
Building strong relationships take time.
ing wrong with this. However, more stable
You don’t need to hit a home run with every
and loyal relationships can be based on gen-
customer contact or sale—think ahead to the
erating strong social connections with cus-
future.
tomers. In this article, we are going to cover some of these social aspects of developing
Make Customers Feel Appreciated
customer relationships.
No one likes to feel like they’re just anoth-
Understand the Value of a Customer Each customer is worth more than just the
er number. Aim to make every customer feel welcome and appreciated. Although it is good business practice to be friendly and helpful, you should really strive for more than this.
CONTENTS
frame you are selling them. Always consider
When you consider the lifelong value of a
the lifetime value of a customer to your busi-
customer, then every customer should be giv-
ness. Even though they may just be purchas-
en a ‘VIP treatment’. Take a moment to get to
ing a simple ready-made frame today, what
know your customer and their stories. Make
could be their potential value in the future?
them feel that they’re valued and special. Re-
How many walls do they have in their home
member, even if the sale is just for something
that they could populate with framed art?
small, you never know where their next pur-
How many memories, both past and future,
chase may be.
AD INDEX
Jared Davis has 30 years of industry experience and is the business development manager
for Frames Now, Australia. Jared has previously worked in roles including business development, strategic marketing and product management for companies such as Larson-Juhl and Gunnar International. In addition to writing for PFM, Jared has traveled extensively as an educator and speaker, teaching framers at many industry shows and seminars around the globe, including The National Conference at the WCAF Expo.
24 PFM May 2021
A shopper’s ability to evolve into a long-term loyal customer is invaluable—as is the power of word-of-mouth recommendations.
Always show gratitude and thank customers for their business. It doesn’t take much effort to write a thank-you note. Even offering a small gift or a gift card can be a great way to show appreciation.
munication helps your customer develop a meaningful connection with you and your business. The design process of choosing different custom framing options can be fun and enjoyable. Personalize the experience by assisting and empowering the customer to
Provide an Experience
demonstrate their influence over the design process. The
Your customers aren’t just buying a frame; they’re buying
ideal scenario is that the customer feels the outcome re-
an experience. One of the best ways to improve your cus-
flects their input and individual style.
tomer relationships is to provide a positive overall experience. When you can make people feel good, it helps them
Exceed Expectations
develop an emotional connection to your business.
Don’t aim for average; find ways to go above and beyond to
Many framing projects that land on your counter
impress a customer. Little things such as offering a courte-
have a form of emotional motivation behind them, such
sy hook or carrying their frame to their car can leave a pos-
as family and loved ones. Framing people’s memories can
itive impression. These shouldn’t just be exceptions; they
be a strong tool to help develop an emotional connection.
should be become common practice within your business.
Discover the underlining meaning of what each customer
Service is one thing, but quality is at the core of any
wants to have framed by asking them to tell you the story
good business. Consider ways you can highlight and pro-
behind it. Tap into this by sharing in their interest and
mote the benefits of the high standards and quality of
excitement and allow this to influence the design process.
materials that you offer to your customers. Provide in-
Good customer service requires a positive mental at-
sights and information to help customers become more
titude. Use positive and empathetic language when dis-
informed about their buying decisions.
cussing ideas, and personalize their experience by using
Where possible, try offering free, unexpected “quality
the customer’s name when possible. Personalized com-
upgrades” to surprise or impress a customer, such as an
CONTENTS AD INDEX 26 PFM May 2021
extra mat or an upgrade to premium glazing. Not only will
real stories about real framing jobs. Invite your customers
these types of gifts and gestures be appreciated, they can
to share posts about their framing and your business on
be a cost-effective way to convert possible waste and off-
social media.
cuts into goodwill. It can also help encourage a custom-
You can also maintain your relationships by regular-
er to seek a higher standard for their next framing pur-
ly reaching out to your customers via digital newsletters
chase. Focus on retaining and enhancing your customer
and personalized emails.
relationships by finding ways to go above and beyond to impress a customer.
Also look for ways to build relationships with other local business owners and harness the power of networking. Get to know your neighbors by joining your lo-
Spread the Word
cal chamber of commerce or even introducing yourself to
Genuine word of mouth is the most powerful form of mar-
other business owners in your community.
keting. Customers have amazing power to talk your business up via multiple channels.
Request Feedback
Find opportunities to encourage your supportive
Ask for feedback from your customers to let them know
customers to help spread the word and speak positively
you’re interested in their feelings. You could offer custom-
about your business. For example, tell them what a differ-
ers a comment card to complete on your counter, or email
ence a five-star review on Google can make to your busi-
a satisfaction survey after every sale.
ness. Don’t be afraid to ask for their support, as it can foster in them a vested interest in your business as well.
Whether it be a compliment or complaint, all feedback is valuable and can help you understand how best
Build your relationships digitally by harnessing the
to meet your customers’ needs and identify and address
influence of social media. Connect and engage with your
any concerns. There’s always room for improvement in
customers by sharing your stories and inspiration with
any business, so whenever there are concerns, always re-
them. Try to personalize and humanize your posts with
spond promptly and favorably to the customer and admit
PFM May 2021 27
your mistakes. In many cases, failures can be converted
sence, customers like to spend their money with people
into success when handled the right way.
and businesses they know and like.
In the eyes of many consumers, good value is mea-
The steps to building customer relationships are
sured in more ways beyond price alone. Exceptional ser-
clear. Exceptional quality and service leads to high cus-
vice, quality, and social aspects are major influences in
tomer satisfaction; high customer satisfaction in turn
customer loyalty.
leads to improved customer retention and increased prof-
Keep in mind that customers are generally loyal by
its. When you maintain a consistent focus on improving
nature. They prefer simplified decision-making and seek
your relationships with your customers, your business
a sense of well-being that stems from their previous buy-
will feel the benefits. PFM
ing experiences, connections, and relationships. In es-
CONTENTS AD INDEX 28 PFM May 2021
OBJECT MOUNTING SOLUTIONS WITH MAGNETS By Meghan MacMillan, MCPF
T
he heart of our profession is bringing life to people’s moments and memories. The prime conduit for obtaining these types of framing jobs are the
special occasions in life; those moments and milestones that bring definition and meaning to people’s lives. When you think about it, it is an honor to play a part in this aspect of people’s lives and to know that what you do for them will be bring them joy for years to come. As with invention, necessity is sometimes the mother
While not the only type of object that can be well-served with a magnetic mounting system, garments are a prime example of this.
of stepping outside the comfort zone of our framing habits.
ble. Neodymium magnets are considered the strongest rare
Prior to 2014, as an active participant in an online commu-
earth magnets. In other words, all neodymium magnets are
nity of framers, I had read about many other framers’ use of
rare earth magnets, but not all rare earth magnets are neo-
magnets without embracing them myself. Earliest applica-
dymium. These magnets are widely available in a variety
tions seemed centered around using magnets as closures for
of useful shapes. Neodymium magnets are graded using a
shadowboxes. As more framers began to use magnets, they
numbering system; N35 through N52, with the higher num-
developed innovative methods for mounting a variety of ob-
ber indicating a stronger magnet.
jects with them. With each project I work on that includes magnets, I learn more about working with them.
Before you start working with magnets, you need to know that neodymium magnets create strong magnetic
CONTENTS
My first experience framing with magnets was a shad-
fields around them, which can interfere with pacemakers
owbox for a uniform skirt signed by members of a lacrosse
and other implanted medical devices. These magnets can
team. The goal was to allow the client to open the frame
also affect items that rely on magnetics, such as credit cards
easily and allow her to turn the skirt around in a way that
and ID cards. Small electronics like cell phones that don’t
was at the same time unobtrusive and user-friendly. Even
contain magnetic storage are less susceptible to damage.
though it worked well and the client was pleased, I was not
However, any device that includes GPS or a compass should
thoroughly hooked right away. A couple of years passed
be kept away from your magnets.
AD INDEX
before I was again faced with a challenge I couldn’t meet
The same strength that makes these magnets so use-
with the traditional menu of attachment methods. Magnets
ful can also cause them to be somewhat hazardous to work
turned out to be just the right approach. With each project,
with. A magnet in your hand can draw another magnet with
I find myself more comfortable using them. Now I think of
surprising velocity. If they connect directly, there’s a chance
them as an option more readily. Rather than seeing magnets
one or both will shatter or chip. Broken magnets should not
as a last resort, I look for opportunities to use them.
be included in the framing package. The magnets, when not
When I began to research magnets, it was not initially clear to me if “rare earth” and “neodymium” magnets are
coated, are prone to corrosion, which could adversely affect an heirloom if the nickel plating is compromised.
the same thing. “Rare earth magnet” refers to any magnets
If the magnets “jump” together with a bit of your fin-
made from rare earth elements found on the periodic ta-
ger between them, it can cause a painful pinch. Similarly, a
30 PFM May 2021
greater portion of the weight of the items should be supported by magnets that are fixed in place. Adjustments to the appearance and positioning can be made using magnets that are not anchored until the desired placement is determined. When a garment—a sports jersey, for example—is carefully sewn to a backing in Working carefully is key to preventing pinched fingers or other accidents caused by the force of the magnets.
just the position intended when laid out on a work table, once the piece is vertical, a sleeve or neckline often
magnet placed casually on your work
droops in an unintentional way. To
table can suddenly draw or be drawn
correct it, the framer must then re-
to any number of tools or other mag-
move stitches and resew them while
nets. This sudden impact can cause
being careful that the repositioning
the magnets to shatter. It is advisable
doesn’t expose any holes made in
to wear eye protection when working.
the backing by previous stitching. Ad-
Care should be taken to store
justments to the drape and tension
magnets in a cool, dry place, spaced
of the garment can be made quickly
away from other items to minimize
and easily with magnets. There is no
the chance of unintended impact
reason a framer could not combine
either with other magnets or near-
stitching or even a tagging gun with
by tools and materials. Neodymium
magnets used to perfect the drape
magnets are less prone to demagne-
and appearance of the item. These
tization than ceramic magnets. They
magnets can be repositioned as much
are sensitive to high temperatures
as needed before the magnet behind
(higher than a typical framed piece
the backing is anchored in place.
would ever encounter). Neodymium
In her book, “Magnetic Mount-
iron boron magnets are sensitive to
ing Systems for Museums & Cultural
heat. If a magnet heated above its
Institutions,” Gwen Spicer describes
maximum
temperature
combinations of magnets and spac-
(176°F or 80°C for standard N grades),
ers as being systems—either two- or
the magnet will permanently lose
three-part
a fraction of its magnetic strength.
case studies of each. Magnets can be
If they are heated above their Curie
paired with other magnets, or with
operating
systems—with
several
temperature (590°F or 310°C for stan-
nets can be paired directly with the objects being framed, as they were in the collection of a retired machinist’s tools shown here with appropriate padding and support. While planning my earliest magnet projects, my fears were of magnets sliding down the backing once the finished piece was hung—or a dress crumpled at the bottom of the frame with torn circles of beaded silk sandwiched between pairs of overly strong magnets left exactly where they had been placed. I needed to devise a way to keep the magnets from migrating downward. Measures also needed to be taken to protect the item being framed from damage. The pull strength of neodymium magnets makes crushing or making an irre-
CONTENTS
careful planning and construction. In
hot glue is not a good choice for ad-
garment shadowboxes, magnets can
hering magnets. Acrylic glues and
be utilized both to support the weight
AD INDEX
two-part epoxies are favored. Man-
of the item and to make adjustments
ufacturers recommend breaking the
to the way the garment drapes. With
surface lightly with a fine-grit sand-
some basic sewing techniques, the
paper or wire brush before gluing.
32 PFM May 2021
washer or bar. Occasionally, the mag-
possibility. Both are preventable with
magnetic properties. For that reason,
mount garments or other objects, the
any ferromagnetic item such as a steel
versible impression on the item a real
dard N grades), they will lose all their
When magnets are selected to
In garment shadowboxes, magnets can be used both to support the weight of the item and to adjust the way the garment drapes.
framer can construct shaped supAn effective way to keep magnets securely in place is to incorporate a wood strainer and attach the magnets to it with screws.
ports to enhance the appearance of the mounted items while distributing
for
mounting
them.
Many of us had at least a basic unit on magnets in a school science class and learned that magnets attract in one direction and repel in another. A situation where a pair of matched countersunk magnets offers a sublimely easy solution to a project can quickly take a turn for the worst when you realize you’ve attached them so they are positioned in opposing, rather than matching, directions. Fortunately, I have made that mistake Top: A collection of antique tools framed for a customer. Bottom: the back of the frame, showing the magnetic mounting system.
the weight along a broader support— made of foamboard or acrylic—than the magnets alone. An effective way to keep the magnets securely in the locations where they best support the item and serve the design is to incorporate a wooden strainer in the frame construction and attach magnets to that with screws. Neodymium disc magnets that are countersunk to accept screws are available in a variety of diameters and thicknesses. Once placement is determined and magnets are attached to the strainer, a piece of foam centered board cut to the size of the strainer can be placed on top. Mag-
CONTENTS
nets that correspond to the ones attached to the strainer are then placed on the surface of the board. Once the pairs are aligned, you can trace them
AD INDEX
and cut holes out so that, when it is replaced, the surface of the board is flush with the surface of the magnets. While you are setting up these pairs of magnets, it is important to keep track of the correct direction 34 PFM May 2021
already so you don’t have to! Countersunk magnets are made both north side up and south side up. There are some vendors who clearly identify the polarity, or directionality, or sell them in pairs of one of each. Whether you are using countersunk magnets, discs, or bars, directionality matters. It is, I believe, better to spend time double-checking that your pairs line up to attract than on removing and reengineering a beautifully made support because you missed that the magnets were top to top. To protect the item being mounted, the magnets that will be in front of the mounting surface need to be kept from direct contact with the item. Most often for this I place the magnet in a small sewn pocket made of unbleached muslin with a layer of polyester batting. Too great a distance, or air gap, will reduce the strength of the magnetic bond. Before relying on any combination of materials layered with magnets, it is a good idea to perform tests of that configuration using materials that are most similar to what is being framed. For such tests, I use the highly scientific method of
stacking all the materials (or swatches of similar ones) and attaching them to a steel filing cabinet. The pull force of a magnet is the force required to pull a magnet directly off a steel plate. Pull force is described in pounds or kilograms. The strength of the magnet is reduced by as much as 65 percent when it is attached to a surface that is perpendicular to the direction it is magnetized in. This is the direction most likely to be utilized in framing. Pull force does not directly correspond with how much weight a magnet will support. Many websites, typically ones focused on selling magnets, feature calculators that let you input variables and select the best grade and size for your specific project. I have been working to educate myself regarding a more technical approach to magnets and their uses. There is a tremendous amount of information available about things such as pull force and magnetic field (which is measured in a unit called Gauss). These things are absolutely important. However, there are many sources more qualified than I am to impart them to you. I am here to tell you that rare earth magnets can provide a great solution to tricky object mounting challenges. And with a little care and precaution, they can contribute to the kind of unique framing packages your customers will love. PFM
Meghan MacMillan Meghan began her first frame shop job in 1983 and since then has worked in a variety of different types of framing businesses in several markets across the United States. She joined The Mitre Box in Baltimore, MD, in 2015. In addition to retail framing, Meghan works with the PPFA Certification Board and has been an instructor for PPFA at The National Conference.
Have a question or comment? Tell PFM what you think. Mail letters to PFM 330 Mounts Corner Drive # 313, Freehold NJ 07728-2558 Call 732-536-5160 or E-mail to info@pfm-group.com PFM May 2021 35
Courtesy of Rhonda Feinman
Courtesy of Picture Woods
Courtesy of Omega Moulding
FLOAT FRAMES: A VERSATILE DESIGN OPTION By David Lantrip, MCPF, GCF
O
riginally developed in the mid-twentieth centu-
are black or dark wood. Some may have a gold or silver
ry, float frames, also known as tray frames, came
face, and any ornamentation is likely to be fairly minimal.
about in response to the prevalence of modern
Another factor is the depth of the moulding. A canvas can
abstract works. Artists desired a minimal presentation,
be shown with its face recessed back from the front of the
but more refined than a baguette, the simple lath at-
frame or flush with it, depending on the desired effect.
tached to the outside edges of a canvas. About 20 years
Only rarely would it be displayed proud of the frame’s
ago, giclée printing on canvas became commonplace, and
face.
along with it came a renewed interest in float frames.
As with any other frame, consider how float frames
Many of these giclées on canvas are stretched with a “gal-
can be combined with others to create a new, unique
lery” or “museum” wrap and are perfect candidates for
style. A traditional frame capping the floater is a great
this presentation. The continued popularity of works on
way to transition a modern or abstract work into a more
canvas means that float frames are here to stay.
traditional décor. If your customer wants to keep a min-
CONTENTS
Although float frames are traditionally associated
imal design, look at narrow, shadowbox moulding styles.
with modern works, they have become a popular choice
Otherwise, feel free to look at any suitable profile—but
for many other styles and can help bridge the divide be-
keep in mind that the float frame will likely protrude out
tween a traditional work and a more contemporary set-
the back of the outer frame. Be prepared to address this
ting. Because none of the canvas face is covered, they can
issue.
AD INDEX
be a good choice when an artist’s signature or other detail
Capping a float frame with a traditional frame is
is close to the edge. Think about how a canvas can also
also an easy way to incorporate protective glazing into
be shown, rough edges and all, as a three-dimensional
the frame design. The glazing simply fits between the
object, and you will start to see how versatile float frames
two frames. Just be sure to choose a frame that is deep
can be.
enough to allow a minimum of 1/8'' or 3mm between the
Other than variations in face widths and their depth,
glazing and the highest point of the paint’s surface.
the profiles of float frames are all essentially the same.
If you think about a float frame as just another design
Choice in design comes down mostly to finish. Traditional
element, and one that can be used for work other than
(if any float frames can be called traditional) float frames
canvases, all sorts of design possibilities are opened to
36 PFM May 2021
When a float frame has a sufficiently wide base, a canvas can be held in the frame with appropriately-sized screws. Countersunk flathead screws make for a very neat appearance.
you. Stacking a conventional frame on the inside of a float frame allows it to be used for all types of artwork. Combining two frames in the same color and finish creates something like an exaggerated cassetta profile. If a shadowbox moulding is added around the outside, the inner conventional frame becomes a place to put a background for an object. The amount of reveal around the canvas is an important design decision, one which depends on practical matters as much as aesthetics. Minimizing the space be-
François Clouet, “Equestrian Portrait of Henry II as Dauphin,” ca. 1543. Gouache on parchment mounted on wood. 10 3/4'' × 8 3/4''. Courtesy of the Menil Collection. Photo credit: James Craven
tween the frame and the edges of the canvas is an option, but it requires that the canvas be absolutely square and with a minimum of bulk at the corners. This can be asking a lot, especially if restretching the canvas is not an op-
A white float frame with a nautical canvas. Courtesy of Framerica
If the edge of the canvas sits near the inside edge of the canvas, there may not be enough room for screws. Offset clips screwed into the stretcher bars hold the canvas securely.
PFM May 2021 37
Float frames are a prime pick for many types of art. Courtesy of Picture Woods. Photo credit: Kenneth Wajda Photography
tion. A small amount of space—say 1/8'' or 3mm—gives some leeway, but
if the canvas is even slightly out of square, it will be obvious. In general, about ¼'' or about 6mm is a good starting point. The space can certainly be more, and a wider reveal emphasizes the dimensionality of the work. Whatever decision is made for the reveal, don’t forget to double the amount when adding it to the dimensions of the frame. Making a note of the desired reveal on the work order will help avoid costly errors. Fitting a canvas in a float frame is a bit different than a traditional frame. The first issue to address is how to hold the canvas in place, centered in the frame. Simply use strips of foamboard and matboard placed between the edge of the canvas and the frame’s walls to hold it. They only need to be snug enough
This fern print is framed with Michelangelo 362 12, a large floater molding in a natural finish with subtle red accents on the edges. Courtesy of Michelangelo Moulding
to hold the canvas in place while working. Be sure to make them wide enough that you can easily remove them once you’re done. There are a few options for holding the canvas in the frame. For a small, lightweight canvas, 3M Dual Lock fastener works well. It is similar to a heavy-duty version of Velcro, and it makes attaching and later removal easy with no tools needed. One strip attaches to the back of the stretched canvas and the other to the frame. It is self-adhesive, but it is always a good idea to add some insurance with a few staples. If the float frame has a sufficiently wide base, the canvas can be secured with screws through the base and into the stretcher bars. Predrilling is always a good idea. Although the chances of drilling
CONTENTS AD INDEX Nylon spacers can be used to adjust the height of the canvas in the float frame. 38 PFM May 2021
sits; offset clips would also be the best for these frames.
Capping the float frame with a shadowbox moulding allows for the use of glazing.
Evolving from four strips of wood nailed around a canvas, float
How far from the front face of
frames have certainly come a long
the frame the canvas sits is a matter
way. They’re now a sophisticated
of the depth of the stretcher bars as
design option not just for modern
compared to the depth of the frame.
art or abstracts, but for nearly any
Small adjustments to bring the can-
style or medium. Explore how you
vas forward can be made with ny-
can use float frames as a building
lon spacers. They are small pieces of
block in standout designs. PFM
hardware, available in various sizes, that act as standoffs to lift the canFloat frames can also be used as building blocks for innovative designs. The inner frame could hold dimensional artwork such as textiles or objects, or traditionally matted art.
vas in the frame. The shaft of the screw passes through them. Once the canvas is secured
all the way through the frame and
within the frame, it can be finished
stretcher bars are slim, using depth
off as usual. Since a rigid backing is
stop collars on the drill bit will keep
used behind the canvas for protec-
the depth consistent and provide
tion against punctures and dust, a
peace of mind.
paper dust cover is mainly for looks,
When the base of the frame is narrow and there is little overlap of
covering up the hardware on the back for a neat appearance.
David Lantrip David is the director of education for Franchise Concepts, and the franchisor for Deck The Walls, The Great Frame Up, and Framing and Art Centre stores. He has served in a number of roles in the PPFA including as a member of the International Board of Directors and serves on the Chapter Relations Commitee as well as the Guidelines Task Force. David recently earned a master’s degree in mass communications from the University of Florida.
it and the stretcher bars, offset clips are a good choice. They are installed “backwards” with the offset screwed into the stretcher bars and engaged on the back of the frame. Some offset clips have a second hole which would allow you to also screw it into the frame, but this is not necessary. This would also be a good place to use stop collars to control the depth of the drill bit. Some float frames have a “step” on which the canvas
A glossy crimson float frame from Omega’s Pop! line pairs well with this bold print. Courtesy of Omega Moulding PFM May 2021 39
Float Frames Product Showcase
A Street Frames
Bella Moulding
Canvas Floater Frames (CF) are available in beautiful, natural hardwood finishes like maple, cherry, and walnut, as well as over 40 different solid lacquer colors, including a set of whites, off-whites, and grays called “Museum Colors,” finishes that have been manufactured to match Rising Museum matboards. Gold leaf, special mill, and oversized frames are A Street Frames’ specialty.
Prisma custom corner frames are made in Chicago out of a solid sheet of high-grade acrylic. Prisma frames are available as a floater profile in any width, shape, or finish. Select from 49 vibrant colors or keep it clear. Contrast with a second color in the interior for dramatic impact. Will accommodate a standard ¾'' artist canvas. For more information, contact sales@bellamoulding.com.
Call 800-805-7655 www.astreetframes.com
Call: 888-248-6545 www.bellamoulding.com
Bella Moulding
Framerica
The Stanley collection floater profile in five colorways is entirely hand-painted by artisans in Italy. The unique rusted faux finish makes the frame an extension of the art itself. The profile will accommodate up to a 1 ½'' artists canvas. Outfit your tool kit with a fabulous floater option like nothing else on the market.
Framerica’s floater frame moulding features the company’s environmentally friendly Bonanzawood core. It is available in nearly all of Framerica’s exclusive finishes, offering a perfect option for all on-canvas artwork. Call: 800-372-6422 www.framerica.com
Call: 888-248-6545 www.bellamoulding.com
Michelangelo Moulding
Michelangelo Moulding
Looking for something different? Michelangelo will shortly debut two markedly, distinctive new floaters. 1 ¾'' tall, they rise from the foundation at an angle towards the face. Each style has a rich, natural wood finish. The surprise is the elegant 1/8'' gold and silver accent rim. Catalog, samples available online.
Michelangelo will preview a new series of stem profiles soon. The finishes are soft silver, bronze, gold, and pewter, measuring ¾'' by 1 3/8''. The foremost design element is the feathered sepia wash on the leading and outside edges of the face. Order samples for your design plans online.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 877-422-8812 www.michelangelomoulding.com
CONTENTS AD INDEX
Nielsen
Picture Woods
Nielsen offers canvas floater frames that provide unmatched strength and rigidity to safely hold the heaviest canvases. With adjustable degrees to float within the frame, Nielsen canvas floater frames allows you to customize your framing vision. Select from two profile options offered in Matte Black and German Silver finishes.
Meet Picture Woods’ newest hard maple finishes: City Grey and Country Grey. They’re a little bit country, a little bit rock n’ roll, and all handcrafted in Boulder, CO, for a rustic look that you can still take uptown.
Call: 888-846-6847 www.nielsenbainbridgegroup.com
40 PFM May 2021
Call: 800-321-6522 www.picturewoods.com
Picture Woods
Studio Moulding
Why fly when you can float? Picture Woods’ comprehensive line of float frames bring all the elegance and beauty of Picture Woods to canvases up to 2 3/4’’ deep. With six profiles available in a wide selection of woods and finishes, you’re sure to find the perfect complement for your artwork.
Liso Floaters combine modern sophistication and timeless elegance for contemporary artworks with a usable 1 ½'' depth. The Liso collection expands the creative palette with seven sleek metallic finishes: Silver, Artic Silver, Champagne Silver, Brass, Gold, Soft Gold, and Gunmetal. Please contact customer service or your regional sales manager to order samples today.
Call: 800-321-6522 www.picturewoods.com
Call: 800-262-4174 www.studiomoulding.com
Studio Moulding The Sierra Floater collection offers a warm, rustic appeal for canvas art. Available in two depths,1 5/8'' and 13/16'', the refined oak veneer is stained in five finishes: Walnut, Pecan, Buff, Gray, and Beige. Order samples today through customer service or your regional sales manager. Call: 800-262-4174 www.studiomoulding.com
PFM PFM Subscriptions Subscriptions • Renew Your Subscriptions • Make Address Changes • Contact Customer Service
Manage your account online! Whether you’re signing up for the first time or making a change.
http://www.pfmsub.com/Renew PFM May 2021 41
Distributor Spotlight
Quality Saw & Knife is now part of Connecticut Saw & Tool. Contact us for all your picture framing saw blade and sharpening needs. www.ctsaw.com info@ctsaw.com
800-404-1220
CONTENTS AD INDEX 42 PFM May 2021
Have a question or comment? Tell PFM what you think. Mail letters to PFM 330 Mounts Corner Drive # 313, Freehold NJ 07728 Call 732-536-5160, Fax 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com
CROSSWORD CHALLENGE Across 1 Type of frames designed for 3D objects, 2 words 6 Silver’s symbol 8 Act 9 Enclosed glass front display cases, 2 words 13 Corp., abbr. 14 Fiber used in mat boards, fine art and canvas 16 Picture frame face design which has a concave curve 18 Richmond’s state 19 Type of picture frame face decoration 20 Musical note 21 Friendly light touch 23 Type of adhesive used by some framers 25 Velcro feature 28 3D objects are attached to this when mounting, 2 words 32 Masters degree, abbr. 33 This type of specially made hardware can be used for mounting a coin or plate, 2 words
SEE PAGE 45 FOR THE SOLUTION
Down 1 Kraft or specialty paper which is adhered to the back of a picture frame once the contents have been fitted, 2 words 2 Very sharp blade fitted on a pen-like handle 3 Brazilian city 4 Goes up and down 5 Connect 6 Promotional piece 7 Like some more expensive picture frames, 2 words 10 Pixel 11 Survey responses on a form 12 Halt 15 On top of or covering 17 Border 20 Machine that cools the air 21 Rain hard 22 Related to the nearby area 24 Wedding agreement, 2 words 25 Light 26 Approve 27 Stainless steel ____ can be used to attached light objects that are being framed 29 Make of pen 30 Earlier 31 Put on some clothes
PFM May 2021 43
Index Advertiser
Page
Advertiser
Page
3A Composites - Encore Products ........................................................19
Hoffmann Machine Company .............................................................42
800-873-4868
866-248-0100
www.encoreproducts.com
www.hoffmann-usa.com
Active Sales .......................................................................................42
House of Troy ....................................................................................45
800-937-2255
800-428-5367
www.activesalesco.com
Alpina Manufacturing, LLC .................................................................43 800-915-2828
www.fastchangeframes.com / bannergrip.com
Arlo Spacemaker Products, LLC...........................................................35 800-332-2756
www.reevesextruded.com
Artist Supplies & Products...................................................................42 262-797-8101
www.gilderspaste.com
ASF - A Street Frames ........................................................................42 800-805-7655
www.astreetframes.com
Bella Moulding ..................................................................................21 888-248-6545
bellamoulding.com
CMI Moulding ....................................................................................42 301-476-7440
www.cmimoulding.com
www.houseoftroy.com
Jack Richeson & Co. ...........................................................................42 800-233-2404
www.richesonart.com
Join Rite ............................................................................................42 508-454-7477
www.joinrite.com
Lineco, a Division of University Products .............................................27 800-322-7775
www.lineco.com
Michelangelo Moulding ......................................................................13 877-422-8812
www.michelangelomoulding.com
Omega Moulding Company ....................................................10, 15, 28 800-289-6634
www.omegamoulding.com
Picture Framing Magazine......................................................29, 33, 41
Connecticut Saw & Tool ......................................................................42
800-969-7176
203-318-4302
Picture Woods Ltd. .............................................................................39
www.ctsaw.com
www.pictureframingmagazine.com
Craft Inc. ...........................................................................................35
800-321-6522
800-827-2388
Rhonda Feinman Custom Frames ..........................................................6
www.craft-inc.com
Crescent Cardboard Co. ................................................................11, 37 800-323-1055
www.crescentcardboard.com
Decor Moulding & Supply ...........................................17, 28, 41, 43, 45 800-937-1055
www.decormoulding.com
Fixons ...............................................................................................42 714-526-3455
www.fixons.com
Foster Planing Mill .............................................................................26 CONTENTS
323-759-9156
www.fosterplaningmill.com
Framerica......................................................2, 3, 4, 10, 27, 28, 43, 48 800-372-6422
www.framerica.com
FrameTek ..........................................................................................38 AD INDEX
800-227-9934
www.frametek.com
800-297-1566
www.picturewoods.com
www.rhondafeinman.com
Studio Moulding, Inc. .........................................................................25 800-262-4174
www.studiomoulding.com
Superior Moulding Corp. ....................................................................42 800-922-7914
www.superiormoulding.com / www.zelanto.com
Tru Vue ...............................................................................................7 800-621-8339
www.tru-vue.com
Universal Arquati ...........................................................................5, 31 800-668-3627
www.universalarquati.com
Wall Moulding ...................................................................................47 800-880-8315
www.wallmoulding.com
Frank’s Fabrics for Framers ................................................................34
Wizard International ............................................................................9
888-332-2749
888-855-3335
www.franksfabrics.com
www.wizardint.com
Gluefast Company .............................................................................42
Z Hardware .......................................................................................42
800-242-7318
800-880-9315
44 PFM May 2021
www.gluefast.com
www.zhardware.com
(Continued from page 46)
in Lima, Peru via email to design the frame to be the right
place them in the four corners or put them somewhere else.
width and rabbet depth to accommodate the height of the
In the corners, they competed with the nail heads and took
items in the shadowbox. This “off-the-menu” profile really
your eye to the outer edges of the frame. I didn’t like that at
did make this a truly one-of-a-kind custom frame. We se-
all; plus, they were new, bright, shiny silver, which looked
lected the dark brown leather color with a distressed, dark
artificial. My solution was to “age” them with Rub’n Buff
red finish. The corner style has a crisscross leather design,
bronze crème and center them on the certificates. The chain
and the silver nail heads add the right amount of refined
idea just upped this project’s cool factor. I purchased the
detail. The custom-made frame arrived in our shop in Idaho
chain from my local hardware store, painted it lightly, and
just three weeks later.
hung the chain swag between the brooches with wire. The
The frames for the certificates were initially going to be made out of a silver bead, but manufacturer outages forced
curve of the chain provided a contrast in texture and helped to soften the hard lines of the fabric.
me to make a change. I started searching websites to find
I lined the sides of the frame with black foamcore. Tru
another moulding that would coordinate with the custom
Vue’s Museum Glass was added to protect the items from
leather frame. Bella Moulding had the perfect half-inch
fading and ensure no annoying reflections interfered with
wide silver and black frame with a subtle diamond pattern
the enjoyment of this one-of-a-kind frame. The finished
that I thought resembled dragon scales. (Not that dragons
project measures 60'' tall by 26'' wide, and I’m told that it
have anything to do with this project—it was just really
hangs in a special spot in the hallway of the Lord and Lady’s
cool.) These frames within the frame were elevated on black
abode. PFM
foamcore and attached to the backing board with screws. The silver brooches had me considering two options;
Crossword Challenge Puzzle Solution
PFM May 2021 45
DESIGN OF THE MONTH By Meg Glasgow
A Shadowbox Fit for Nobility
C
ue the bagpipes: I present to you the Lord and Lady of Glencoe. These distinguished clients had
purchased two square feet of land in a Scottish Highlands nature preserve. With the purchase comes a title and “parchment certificates with embossed seal suitable for framing,” according to the website. Collecting items for this shadowbox may have begun as a whim, but the finished frame is suited for a king and queen. The client presented me with two certifi-
cates of title, one coat of arms certificate, and the Highland Titles official tartan wool sash with instructions to be creative. The four silver kilt brooches came later when it was decided we needed more embellishment. There is no risk of being too over-the-top with this project. It’s for Scottish nobility, after all! Layout for this project began with the plaid sash as the backdrop to the vertical shape. To tell you a secret, I spent more time aligning the
For this client’s memorabilia straight from the Scottish Highlands, a custom-built leather frame with standout corner details was the perfect choice.
stripes on the foamcore board than on any other element of this project. The plaid needed to be centered on the board to look right in the end, and the stripes needed to be as straight as possible. A ruler, pins, and patience were all it took.
CONTENTS
I didn’t have to do much convincing of the client that a custom-built leather frame from House of Mercier would make this project worthy of a nobleman. I worked with Mercier’s team
AD INDEX
Meg Glasgow, owner of Finer Frames in Eagle, ID, is a nationally recognized consultant in the art and framing field and the winner of Larson-Juhl’s inaugural Design Star competition in 2013. She travels widely around the US presenting sales and marketing seminars for small businesses, and has recently published her second book, “Recharge Your Business.” She is a popular instructor at The National Conference in Las Vegas. 46 PFM May 2021
(Continued on page 45)