Contents
PFM is a member of:
Volume 32, Number 10
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover Whether it's a high school, college or professional team, the featured Tampa Bay Buccaneers jersey with cut vinyl logos clearly illustrates the framing creativity possible for sports memorabillia. For the full story, see page 16. Image courtesy of Don Strouf
Features 16 Framing Sports Memorabilia 20 Framing Jerseys 28 Consumer Lifestyle Trends Impacting Framers
20
Columns 12 Mat Doctors 24 Mastering Mounting 38 Design of the Month
Departments 8 10 32 34 35 36 37
Editor’s Note Industry News Product Showcase Distributor Spotlight Crossword Puzzle Index of Advertisers Crossword Solution
38
24
28
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 I N TE RI M E D I TO R Chris A Paschke • cpaschke@pfm-group.com A RT D I RE C TO R Jin Dong • jin@wcafexpo.com
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
Jin Dong • ads@pfm-group.com
SUBSCRIPTIONS 848-444-5164 maureen@wcafexpo.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
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PFM PUBLISHING, LLC PRE S I D E N T
6 PFM October 2021
Bruce Gherman
FROM THE EDITOR’S DESK T
Jerseys, sports memorabilia, vinyl lettering, and how current consumer trends all impact framing this month.
CONTENTS AD INDEX 8 PFM October 2021
he continuation of our discussion from last month’s issue of fall trends is headed by a feature article by Ginger Hartford on consumer trends this month. Sustainable style is that which does no harm to the environment, like use of bamboo, rattan and raw natural bers which is currently being embraced by the use of warm neutral colors, woven mats and baskets in home decor. Global forecasters feel that nostalgia and retro both remain strong as seen with The Goodtime Hotel’s fabulous Atrium Lobby mural as the header of Ginger’s article. The tropical motif may be typically reminiscent of Florida but also recalls the retro days of 1980s, as does the showcased bedroom of Faith Blakeney Design Studio’s photo (p. 30). Hartford’s review of consumer trends for the fall discusses how it can impact moulding selection and frame design (p. 28). Yes, we are still masking and struggling with Covid, but consumers, bloggers and Instagram inuencers continue to create hubbub over trends that include our demand for sustainable products, calming colors and embracing the eclectic. Today’s eclecticism embraces numerous styles such as modern, vintage and bohemian. Unlike minimalist styles, eclectic interiors have knick-knacks, like vintage dinnerware, modern sculpture, or
an old trunk. Mixing patterns, global inuences, vintage and contemporary, eclectic style is not characterized by rules or structure, but rather by mixing and matching decor looks into one cohesive theme. The business of framing memorabilia is at the forefront of this month’s featured topics with all things sports. From our total slam dunk Design of the Month signed Michael Jordan basketball (p. 38) to elaborate decorative CMC designs. Don Strouf shares his love of sports while offering tips to grow your sports framing business (p. 16), and Jarrod Perrott showcases his design talent using Wizard’s PathTrace program to replicate logos and special day events (p. 20). Brian Wolf wows us yet again with his nostalgic mention of Sean Hunt--whom Brian and I remember well--for his development of the traditional V-Groove that revolutionized matting design. Add to that the CMC and voilà! this month’s Lazy Man’s V-Groove (p. 12).
Chris A. Paschke Interim Editor
INDUSTRY NEWS PPFA Members Earn Prestigious Designations
Asian theatre traditions. A temporary exhibition of the Benin bronzes,
Julie Walsh, owner of WorkShop Gallery & Framing in Toronto,
which Germany has pledged to restitute to Nigeria, is also planned.
Ontario, Canada, earned the prestigious Master Certified Picture
A number of dance performances, film screenings, concerts,
Framer (MCPF) designation
and lectures took place during the summer months, as well as an
in August. The Professional
open-air festival in the Schlüterhof courtyard. For more information,
Picture Framers Association’s
visit humboldtforum.org.
MCPF
designation
requires
a candidate to meet rigorous
Framerica®’s Mike Roome Reaches Two Decades
qualifications, including suc-
October 1, 2021, Yaphank, NY – Mike Roome, Framerica’s longtime
cessful completion of a hands-on custom framing examination and
production director, recently celebrated 20 years with NY based
demonstrating a thorough knowledge of preservation framing.
moulding manufacturer Framerica. “Mike is one
In addition, three PPFA members earned the Certified Picture
of a kind, a true leader that continues to push the
Framer (CPF) designation, passing the online exam in August: Nina
boundaries even after 20 years,” notes Jay Van
Shannon, CPF, Frame Art & Design in Fort Wayne, Ind.; Lisa Loun-
Vechten, Framerica’s executive vice-president.
ders, CPF, The Kennedy Gallery in Grand Cayman, Cayman Islands;
“We are all proud of his accomplishments.”
and Denice Celley, CPF, Mobley’s Framing and Gallery in Raleigh, NC. Nina and Denice previously participated in the free CPF Exam Study
For more information call 1-800-372-6422
Mike Roome
or visit www.framerica.com. PFM
Groups. Candidates for PPFA Certifications must demonstrate advanced knowledge, skills, and practice and have attained a standard of excellence that can be trusted throughout the industry. These accomplishments are desirable designations to communicate to customers the high level of training and education achieved.
HELP WANTED
$800 Million Museum Opens in Berlin’s Former Royal Palace The Humboldt Forum, a vast museum complex in a partial reconstruction of the Prussian royal palace in the center of Berlin, recently opened its doors after almost two years of construction- and pandemic-related delays. The
complex,
which had a final budget exceeding $800 million,
expects
to
welcome up to 3 million visitors per year, Humboldt Forum, Berlin, Sept. 2020 by Ernstol via Wikimedia Commons
according to The Art Newspaper. Easing re-
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strictions in Germany allowed for the opening of six exhibitions on the ground and first floors of the building on July 20. The second and third floors of the Forum’s west wing are expected to open on Sept. 22, with displays of Berlin’s ethnological and Asian art collections. These include a section on Japan featuring a
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tea house, Chinese imperial art, and parts of the African collections. A rooftop restaurant is also expected to open this month. The second and third floors of the east wing, with the rest of the ethnological and Asian displays, will open in the first half of 2022. Among these are sections on the history of the Afro-Brazilian diaspora in the Amazon region, the global diversity of Islam, and Southeast 10 PFM October 2021
Classified Want to work with one of the pre-eminent fine-art framers in Sydney, Australia? We are looking for experienced framers to join our conservation and framing team. If excellence, quality, design, dexterity, detail and precision form part of your everyday aspirations, if dealing with precious artworks for demanding clients motivates you...You may be the person we are looking for. Potential for part ownership for the right applicant. Send us your resume and a covering letter to: sophie@conservationframing.com.au
THE MAT DOCTORS
By Brian Wolf, CPF, GCF
The Lazy Man’s Groove Contemporary and Traditional V-Grooves add Design Dimension
O
ver 30 years ago, Sean Hunt first showed me the V-Groove he had developed. Framers were thrilled with
the precision of the cutting, the clever technique, its traditional look, and its universal applicability. During the same time, matboard choices were expanding. Multiple layer mats were impressive with all with their color and depth. In the middle of all this, some framers observed that the visual effect of the V-Groove--a beveled line cut into the mat around the opening--could be approximated by cutting a two layer mat using the same color for both layers.
White Groove, even, the Lazy Man’s Groove. In
Many framers saw that this might be the best
this article, we will call it the Extra Bevel for
of both worlds. There would be a beveled line half an inch away from the opening, and there would be the physical depth that came with the added layer. The rectangular design shown here is the blueprint for how this was to be done. It is a
brevity’s sake. No matter its name, it is well worth exploring for all the reasons above, but mostly because it turns out to be quite an effective avenue for including decorative cutting.
an eighth inch wide. The wider outer reveal is a
Extra Bevels Concentric with a Shaped Opening
bit less than half an inch. The top two layers of
Decorative cutting begins with changing the
the mat are the same light neutral color. This
shape of the opening, whether or not there is
is also the blueprint for all the following exam-
any kind of groove involved. To make these de-
ples in this article.
signs where the Extra Bevel follows the shape of
three layer opening. The narrow inner reveal is
CONTENTS
This has had many names over the de-
the opening, change the shape of the three layer
cades--the Two Layer Groove, the White-on-
opening. The circuits of all three layers will be
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Brian Wolf began framing pictures while attending Iowa State University. In 1973, he won the Janice Petersen Andersen award for outstanding design student. He began demonstrating his hand-carving technique for mats at conventions and teaching for the PPFA. Brian started his own framing business in Cedar Rapids, IA, in 1983. Since 1989, he has focused on leading workshops around the world on his matting techniques. He has authored books, appeared in videos, and contributed to trade magazines. He joined Wizard International, where he contributed his artistic touch to product development. He continues his work with Wizard through education, events, and design content. 12 PFM October 2021
A V-Groove is a beveled line half an inch away from the opening. One early shortcut was to cut a two layer mat using the same color to skip the extra steps required to cut an actual V-Groove. Despite its origins, this Extra Bevel is a viable technique with visual appeal worth further exploration.
of a familiar question: How can decorative elements be integrated into a mat design more gracefully? First, notice that all the following examples begin with rectangular openings for the images, giving the pictures a quiet, sedate format, always a good start. The Extra Bevel is a vehicle that minimizes some fundamental objections about decoration. The elements of Decorative Extra Bevels are details along a bevel, with little contrast between the normally light mat color and the bevel, which is highly unlikely to upstage the art. And the Extra Bevel is separated half an inch away from the image insulating it from any visual activity of the Extra Bevel.
All the Extra Bevel examples begin as 3 layer openings so that they mimic the look of a double mat with a V-Groove and a narrow inner layer. To begin exploring decorative aspects of the Extra Bevel, set the opening to a different template shape. The Extra Bevel--the top layer--will automatically be concentric with the opening. Then adjust the reveal widths and the parameter settings, and the project is ready to cut.
Decorative Extra Bevels Using Template Shapes The next two examples change the shape of the Extra Bevel by setting it to a different template shape. It has been observed that many, if not most of these template shapes shine brightest in their roles of shaping decorative elements like debossed lines and Extra Bevels. So, explore for Extra Bevel shapes beyond the usual handful of favorite templates used for openings. Understand that even though the Extra Bevel is spaced well away from the opening and its contrast with the mat color is minimal, the details of the Extra Bevel’s shape should remain just that, details. Every template has parameters that set the sizes of the details. In the
The parameter setting for the height of this serpentine curve is 0.55” across the 8” width. In the Wizard program, this template generates the serpentine curve at both the top and bottom of the opening. Cover the curve at the bottom with an extra opening the same width and merge them.
example with the geometric corners, the elements are
perfectly concentric--even as the parameters are adjusted to refine the details. There is a veiled suggestion here beyond showing a variation for the Extra Bevel. These curved top shapes are great opening shapes, and they are too seldom used. They have been ignored by framers largely because they were im-
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possible to cut before computerized mat cutters. One curiosity about these curved top shapes is that casual viewers do not classify them as highly decorative. They are accustomed to seeing these shapes in architecture and
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furniture design, and they find them pleasing. Why not reintroduce them as everyday opening shapes for pictures?
Rectangular Openings, Decorative Extra Bevels The remainder of the ideas here, continue the discussion 14 PFM October 2021
Just as so many decorative template shapes make great debossed and pen lines, they are great shapes for Extra Bevels too. The step width parameter is set to 0.08” and the step is 0.6” long. Every image will have its own ideal settings. Note that in all the remaining examples, the Extra Bevels are decorative shapes, but the openings for the pictures are all rectangles.
mundane idea in all of mat design than the Lazy Man’s Groove: cut a double mat and use the same light color for both layers. Nevertheless, those framers who thought that the Lazy Man’s Groove might be the best of both worlds realized three important points. Cutting an extra layer is half the effort of cutting a V-Groove. The depth of added layers is always exciting. And, if the plan is to include decorative
To simplify the Extra Bevel, the parameters for this template’s top can be set to zero, and the decorative elements remain only on the bottom. The arcs at the bottom corners are 0.6” in diameter, and 0.2” of these arcs show beyond the sides.
cutting, is there another formula that quiets the adornments more naturally? PFM
0.08” wide, not half an inch wide. They are 0.6” long, not 2” long.
A Design Shortcut The typical template in a CMC program sets all the layers of an opening to the same shape. In every program though there is a mode of operation that allows each layer to be a different shape. This makes these particular Extra Bevel designs a snap. In the Wizard program, this mode is called Mixed. Set the bottom 2 layers to be rectangles. Set the top layer to be the new shape for the Extra Bevel. Adjust the parameters and refine the reveal sizes. There is no further measuring or calculation to complete the design.
Merging Shapes with the Extra Bevel Though decoration at all four corners seems to be the norm, a more flexible formula is to position the decorative elements symmetrically at the sides of the Extra Bevel. Few templates generate this, but it is easy enough
This Extra Bevel has its decorative elements symmetrically at the sides. The Victorian element is a drawing program project made to snap into place with the curve joining the line at the bottom. It extends 0.4” beyond the sides of the rectangle, and it is 1.25” high.
to add, align, and merge additional shapes to adorn the Extra Bevel. The merged shapes in the first example were made in the drawing program so that the effect could be more Gothic, and so that the curves at the bottom would flow smoothly from the sides. But these shapes could be any item of any description found in the program. Geometric shapes like triangles, circles, squares, and diamonds are all candidates. There are also shapes in every program’s cutout library to explore. The shapes in the second example are template shapes. Its parameters can be set to form a rectangle with a curved side. The shapes are rotated, aligned, and merged with the rectangular opening to complete the Extra Bevel. Distilled to its essence, there has never been a more
The shapes at the sides of the Extra Bevel are generated with template 509 in the Wizard program. The shapes are 1 x 1” and there is a 3” diameter curve at one side. They are rotated 74 degrees then positioned so that they extend 0.08” beyond the rectangle at the bottom and 0.36” at the top. However analytical and calculated these numbers sound, positioning them is a matter of rotating and moving until it looks good, then testing to verify that it cuts without problems. PFM October 2021 15
SPORTS MEMORABILIA A HIDDEN MARKETING GEM By Don Strouf
H
ow many times a day do we hear that “I only spent
the off season they may have more time and money to do
$10 on this print so I don’t want expensive fram-
it right. My frame shop sees about 30% of my business as
ing?”
sports framing. I do get referrals from other frame shops in
The custom framing industry is always changing and
my area telling me that they aren’t really into sports so they
there is often a fine line between what people want to spend
send their customers my way. We live in a world right now
and what they are willing to spend. However, I have found
that pretty much anything can be found on the Internet. So
that when it comes to sports memorabilia framing, the only
to get inspiration for projects I sometimes Google the athlete
thing the customer says is, “I want a really nice framing that
or team to get to know them better. You don’t have to be a big
everyone will be jealous over.”
sports fan to get part of the business; you just have to know
I do a lot of framing for parents of school age kids that
how to use a computer.
are in sports. So every year I will usually pick one child and
Before CMCs came into the framing industry, if you
contact the parents to get permission to take photos off of
wanted to do something unique you either had to learn the
their social media and frame them up nicely. In return for
craft of hand carving or find someone with calligraphy skills.
letting me use the photos, after about 6 months of displaying
But now we have a lot of different options with the click of a
the piece in my shop, I give it to them, free of charge. Usually the parent shares pictures of the piece with other parents who start flooding in wanting their child’s photos done also,
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at full price. Every once in a while I will make the framing special such as when the local high school football team won state two years in a row, I ended up framing 30 jerseys each year. And when the Willamette Little League made it to the
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Little League World Series and I framed their jerseys along with memorabilia from their trip. In the custom framing business we see seasonal framing such as graduations, weddings, etc. However, sports framing is a year round business, whether they are framing stuff to get ready for the big game party at their house, or in 16 PFM October 2021
mouse. Whether you are recreating a team logo, tracing the jersey for the cutout, or simply adding text on the matboard, your imagination is your limit of what you can do. My suggestion is to not overdo it. We need to remember that the subject matter should always be the star of the framing. That can sometimes be difficult when the customer sees some of the samples in the shop and they want to add everything they see into their framing. Of all the sports framing I have done, only about 10% has to do with local pro sports teams. The best thing you can do is contact your local high school and talk to the athletic director. They usually have a few old jerseys lying around that they will be more than happy to let you have.
I cut into the borders with designs or lettering. It was important to use a more simple black and silver in the Raiders piece because of all the insets and detail pieces. I traced each patch and inset them into the mat helping give it a wow factor. So many times I see framers just cutting rectangles or circular cuts around patches and pins. Going
Saunders jersey with memorabilia from the Willamette Little League World Series trip. One of my favorite things to use in sports framing are football and basketball textured mats. They have perfected them so well that I even have pro football players asking if I got the football leather from Nike. I learned early on with using these mats is that less is more. A 3” mat with no cutouts or lettering tends to lose its appeal, so
the extra step will not only make it look amazing, but it will set you apart from the other framers in your area. A few sample pieces in your shop may attract a whole new clientele.
Cutting Oregon Ducks team name, player and number help balance the photo in this presentation.
Social media is an excellent ave-
framing specials. You will get a great
nue to reach new sports framing cus-
response. Most of them will think that
tomers. Every high school sport has its
it’s inexpensive and will choke at the
own Facebook page whether it’s run by
price you give them. Don’t get discour-
the school or the parents. Add yourself
aged. Hold your price firm because I
and your business to as many groups
can tell you that sometimes it takes a
as possible and start posting pics or
lot more time in the beginning to do projects as you learn the tricks of the trade. I can’t tell you how many times they have brought in a ready-made frame with everything and asked me to complete it as they just can’t figure it out. I charge accordingly and upsell the UV glass, matboard, etc. In the end they spend a lot more than they originally had planned, and they’re happy to do it because they already tried and couldn’t do it themselves. The other thing I did was add a vinyl cutting machine and a small wide format printer. My original plan was if the framing business died down during
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Covid I could fall back on printing services and vinyl lettering and designs. But thankfully the framing has not slowed down and I find myself adding
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the printing and vinyl into a lot more of the sports framing, whether adding a football field in the background, or creating sports logos a lot smaller than I can with my Valiani Nexus CMC. My customer wanted the team’s 18 PFM October 2021
up the day before the Super Bowl as he was having a Super Bowl party at his house. The Buccaneers won and I’m taking full credit as superstition runs high in the sports world, had I not got it done in time, I’m almost sure they would have lost. It was about 10 years ago that I realized what a huge market sports framing was. Since then I have met Olympians, local college athletes, pro
A leather textured mat needs cutouts or lettering to break up the boarder pattern. new logo on his Tampa Bay Buccaneers jersey and the old logo placed over the sleeves as though they were actually on the jersey. It took me a little while to figure out what I needed to do, but from a distance it they appear as sleeves, but are matboard pieces with vinyl logos. The team name is also vinyl lettering. The customer picked it
Barrett Tampa Bay Buccaneers jersey with accented use of cut vinyl logos.
athletes and coaches at every level.
tom framing industry. Be creative and
There is not a week that goes by that
have fun in your designs as you will
I don’t get a message from someone
find that most sports fans are a lot of
that was referred to me by one of them.
fun to deal with as well! PFM
Just remember, no matter where you live you will always have a market for sports framing whether it’s the players, parents, or just fans. And the best part of it is that a lot of the championships are right around the first of the year when it slows down a little in the cus-
Don Strouf Don has been framing for over 35 years and just celebrated the 6th year anniversary of Ducko’s Custom Framing 2.0 on July 20, 2021.
PFM October 2021 19
FRAMING JERSEYS By Jarrod Perrott
B
eing a Colorado native, and specifically a native
little daunting. Perhaps you simply don’t have the time to in-
of Denver, I am a big fan of our professional sports
crease your knowledge of PathTrace. If that is the case, there
teams. Denver is a great sports town and the Broncos,
are certainly other ways you can spruce up your jerseys. You
Avalanche, Nuggets, Rockies, Rapids and Mammoth get a lot
can buy decals and patches online, which can give you a very
of support from their hometown fans who love their memora-
similar and upgraded look to cut logos. Both are very affordable,
bilia. Our custom framing store has become Colorado’s main
and you can buy them in bulk and have them ready for your
hub for fans wanting to showcase their sports memorabilia in
customers when they walk in the door. The same goes for hav-
a way that not only protects it, but enhances it.
ing photographs on hand of your city’s most popular athletes.
After purchasing my existing framing business in 2009, I made the decision that sports memorabilia and jersey framing was going to be something we would specialize in. It was a good decision, because sports framing has become 40-50% of our business. We have customers who travel from all over the state to frame their jerseys with us, and we are getting more and more out-of-state customers who mail us their jerseys to be framed. In addition to that, we have developed a reputation as the framer for Denver’s professional athletes, sports teams and Colorado universities. By now you’re probably thinking, “OK, what do you do that is so different?” The main answer is we offer upgraded mat designs using the Wizard CMC, which is truly our secret weapon
Your customers will appreciate the convenience of your store being a one-stop-shop for all of their jersey framing needs. Foamboard inserts are in integral element in the support and structure of framing a jersey, in addition to upgraded mat designs, patches and photos. Inserts for jerseys are nothing new, but it still surprises me how many frame shops still don’t use them, and we used to just stitch the loose jersey to the matboard too. These days, every jersey that leaves the store has a foamboard insert, which give jerseys a clean, crisp look, making even the most simple framing job look great. We begin the framing process by measuring the jersey and cutting a foamboard insert two inches wider than the jer-
when it comes to framing jerseys. Over the years we have had many requests to add intricate logos to our jerseys, and fortunately we’ve never had to tell a customer we couldn’t do it. For instance, we recently had the Clubhouse Manager
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for the Colorado Rockies come in and request the 2019 ASG logo, and a Jackie Robinson Day logo cut into the matting of his jerseys we were framing. Each logo was cut using Wizard’s PathTrace, and hand cut letter decals were added to the Jack-
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ie Robinson Day logo. We also debossed the Rockies “CR” and mountain logo into both sides of the ASG logo, and we cut mountains into the Jackie Robinson Day matting. Needless to say, the Clubhouse Manager was ecstatic and couldn’t be happier with the finished product. I understand that what I’ve written here might seem a 20 PFM October 2021
Offering upgraded mat designs using a CMC helps set you apart.
Football and baseball jersey sleeves can be triangulated or laid out, and hockey jersey sleeves can be displayed a number of different ways. The same process applies to what we did with the torso foamboard insert. But regarding the sleeves, we usually cut the foamboard insert only one inch larger than the sleeve measurement as opposed to the two inches on the torso insert. We then pin and/or stitch the bottom of the jersey and the sleeves down in their appropriate orientation. Once the jersey has its torso and sleeve foamboard inserts in place, we then cut the backing matboard to size. Most of the time we try to stay within a 32” X 40” dimension, but sometimes they’re smaller or larger depending on the project. We center the jersey on the matboard using our mark on the in-
Foamboard inserts are in integral element in the support and structure of framing a jersey, cut 2” wider for good fit. sey (one inch on each side). If the jersey is wrinkled, and we have trouble getting the wrinkles out with steaming, we will sometimes make the foamboard insert a little bit larger. We then mark the center of the top of the insert (beneath the collar) so we can later center it on the mat board backing. The next step is cutting foamboard inserts for the sleeves. This step will really depend on the type of jersey we’re framing, as well as the customer’s preferred layout for the sleeves.
CONTENTS AD INDEX 22 PFM October 2021
sert, and begin to sew the jersey down to the matboard using fifteen pound test fishing line. We then sew the jersey down using six to ten stitches which go through the jersey, the foamboard insert, and the matboard. Then we cut the foamboard backing and lightly ATG the backing matboard to the foamboard. If the jersey order calls for top mats, this is when we cut them. The top mats can include openings for cut logos, decals, patches, photos, name plates and cards. We will also cut the spacers to go beneath the matting. Usually two or three layers of foamboard behind the matting
will do the trick. The width of the spacers will obviously depend
mahogany colored frame. Once the frame is complete, we will
on the width of the matting. We secure them all with ATG as
cut the appropriate size glass, always recommending at least
well. If there are no top mats, we will then cut the side spacers
Conservation Clear UV. We also use Conservation Clear Acryl-
to elevate the glass. Then we cut and assemble the frame.
ic if we’re shipping the jersey, which we are doing more and
When it comes to framing jerseys, we need a frame with
more. We will then insert the glass into the frame.
at least one inch of depth to be able to fit one to three mats,
If the order has no top mats, we will apply the spacers at
acid free foamboard, the foamboard insert, spacers and glass.
this time. We make sure the glass and jersey are clear of dust
The majority of the time we
and debris, place the jersey in the frame, secure the foamboard
use a black frame, but every
backing to the frame with brads, and paper the back. Most of
now and again we will use a
the time we use WallBuddies hangers to make sure the jersey is secure once the customer hangs it. It’s important to do things that set your framing business apart from the competition. If your customers can see that you do quality work that they really can’t find anywhere else, they will keep coming back to you time and time again. You will also find that when you step up your game, fewer people will walk out due to the price, because they can see the value in your work. PFM
Jarrod Perrott
Mark the center of the top of the insert beneath the collar for later alignment and inserts for the sleeves. Then align and affix the bottom of the jersey and the sleeves.
Jarrod is the owner of 5280 Custom Framing in Denver, CO. He has been involved in the framing industry since 1992. Jarrod’s shop has won numerous awards for frame designs and customer service. He has traveled around the United States presenting on the importance of marketing for small businesses, and enjoys helping other small business owners succeed.
PFM October 2021 23
MASTERING MOUNTING
by Chris A. Paschke, CPF, GCF, CMG
“Vellum Naval Diploma” Having a purpose behind framing design elements
I
n PFM “Vellum, Parchment and Paper” the origin, similarities, differences and uses of vellum and parchment were discussed
as well as the basic concept of attempting to flatten a cockled skin. This follow-up article will discuss the design decisions and technique for the framing of an actual antique diploma.
Design Considerations Every design element used in a frame design should have a specific purpose. The best way to select the right moulding is to attempt to replicate a design, pattern, texture or shape that exists in the art. This diploma has intricate drawings, angular and gothic typefaces featuring highly ornate capitals with sea creatures for both the A and Y in Academy, making it difficult to read. The certificate is already fairly large and demands its own attention. A proportion decision was made to only use 3” wide mats because wider borders felt distracting, so the frame OD ended up 21” x 28-1/2”. The moulding profile was selected to emulate the slanted angular designs of the Unit-
CONTENTS
ed Stated Naval Academy heading typeface, as well as the blue-black color and rippled surface texture worked with the concept of water and the naval colors. This is a perfect example of
the use of rhythm/repetition in design. There is a delicate, worn, flattened gold notary seal at the bottom left corner, but it was decided not to emphasize it in the design. Because of this being a traditional neutral colored diploma we opted for Crescent 5522 Navy Blue linen top mat and Crescent 7551 Flax linen liner mat to represent the naval colors and the canvas concept of old ship sails.
AD INDEX
Chris A. Paschke, owner of Designs Ink in Tehachapi, CA, is a professional picture framer with over four decades of experience. She is an artist, a National Conference educator, has authored numerous magazine series, including The Essence of Design, Design Concepts, and Digital Directions for PFM, and has four self-published books on mounting. She currently writes the Mastering Mounting column for PFM and is a contributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine. She was honored with the PPFA Award of Distinction for Leadership 2008, the Vivian Kistler Recognition for Innovation Award 2010, and the PMA Distinguished Service Award 2012. 24 PFM October 2021
Completed frame design used line, color, texture, intensity, and rhythm/repetition.
This diploma is designed with intricate drawings, angular and gothic typefaces featuring highly ornate capitals with sea creatures for both the A and Y in Academy. Linen was selected because canvas mats felt too heavy and
Navy Blue linen top mat and Flax linen liner mat are to represent the naval colors and the canvas of old ship sails. Spacers were also to be used between the mats as well as between the mat unit and the diploma. stored flat under a weight. Because of the condition, heat flattening was not an option because although it will tolerate heat, it will also likely increase the buckling in other areas.
bulky for the design. The top mat is only 2-1/2” wide top mat with a 3” wide bottom mat, allowing for a 1/2” reveal. Then a rag spacer was added between them to enhance the dimensionality introducing the element of intensity through shadows.
Diploma Condition
Irreplaceable Art Buckling often occurs with animal skin documents because they are dried skins that will continue to react to changes in temperature and humidity. Therefore a little client education comes in handy when discussing mounting options teaching that the buckling is the “nature of the beast” with
The light beige coloring and weight of this document points
real skins and mounting flat to a backing is ill-advised for
toward it being calf vellum rather than whiter sheep parch-
an irreplaceable original.
ment. At first examination there are two things visually im-
Diplomas are documents that must be treated as orig-
pacting this document, curling/cockling and foxing. Foxing
inal fine art. Real skins should touch only unbuffered rag
occurs in paper documents, parchment, and vellum as an
materials, and approved museum mounting methods are
ageing process resulting from chemical reactions on skin
cooked starch hinging, archival corner pockets or mounting
melanin. They appear as yellow to reddish brown blemishes
strips, and in some cases sink mounting might be recom-
or stains, and although they visually distress the document
mended. Dry mounting of any kind is not advised and is
foxing does not affect the actual integrity of the document.
never considered reversible.
The foxing in the lower left quarter has occurred because of moisture during storage, but most will be covered with matting, and the client was not concerned about it. The vellum diploma from the United States Naval Academy dated June 2, 1929 had been stored rolled in a tube since then. Though badly curled when first brought in it has been
Flattening If a cracked, wrinkled, or rolled document has been brought in and needs to be made flat, the best advice for the framer is to be very careful. Moistening and flattening procedures on this type of project should be contracted to a book or paper conservator in your area. Since vellums are original-
CONTENTS AD INDEX Black moulding was selected to emulate the angular designs of the United Stated Naval Academy heading font, a perfect example of the use of rhythm in design. 26 PFM October 2021
Foxing in the lower left quarter is visible because of moisture during storage, but most will be covered with matting.
ling. Both stretched and mounted versions are unnatural for vellum and parchment. Archivally hinged, skins should be placed 1/8” from the glazing for air circulation, which can easily be achieved by using multiple window mats and/or spacers. When the window mat unit was pressed directly against the document after humidification and flattening, it brought additional attention to the remaining buckling at
The vellum diploma dated June 2, 1929 had been stored rolled in a tube since then. Badly curled when first brought in it has been stored flat under a weight but no flattening has actually been done.
the edges, so it required a sink mount for best presentation which gave it room to move. Crescent 2297 Cream unbuffered solid core 100% cotton museum board was used as the
ly dried on frames, once dampened if left to dry under no
backing and sink mount perimeter because skins require a
restraints they will cockle and warp, attempting to revert to
low alkaline environment. Also the top buffered linen mat
the original shape of the animal as they dry. To properly re-
back was lined with aluminum backed liner tape to keep it
flatten vellum, it must be dampened and dried under even
from contacting the skin.
tension or pressure, such as plate glass weight which must cover the entire size of the document. But even flattened skins will buckle again with increased relative humidity. It could take a day or two to fully humidify the document and then the drying process could take days or a week. Stack the drying package--bottom to top--scrap 4 ply matboard, dry blotter, Pellon, skin (document), Pellon, dry blotter, 4 ply matboard, plate glass weight. Old shelving is perfect because it is much heavier than framing glass and is tempered so it won’t easily break. Blotters may be saturated enough to require new dry ones in an hour or less. Total drying/flattening time depends on the amount of moisture absorbed into the document and how often you change the damp for dry blotters. Art must be fully dry prior to framing. Change the blotters as needed for them to remain dry until document is completely dry. Do not leave damp blotters in contact for extended periods to the skin as it promotes mold growth. Most skins will water stain--some worse than others--so spot dampening vellum should always be avoided, and parchment will definitely want to curl.
Finished Design The completed design features preservation treatment of the 1929 diploma and every element of line, color, texture, intensity, and rhythm/repetition were used for a reason. Line is created by the 1/2” inner liner mat against the top mat and the white bevels, a lighter liner mat helps expand the image appearance. Color is established because there are two different color mats, chosen as a traditional Navy color and that of natural sails. Texture is identified by the smoother thread pattern of the top mat against the medium thread flax liner mat, both textures selected for the sails of old Navy ships. Linen was used over canvas because the canvas was too bulky for the size of this document. Intensity is the use of spacers between mats to allow for natural shadows and drama, while also lifting the glazing. Rhythm is the reintroduction of something from the art in the framing and the moulding does a nice job of picking up the angles in the typeface. All in all, the design is unified and the materials and techniques were perfect for the art. PFM Images shown courtesy of Lawrence Patterson, Tehachapi CA.
Conservation Comments Though dry mounting is never advised for original documents, vellum does tolerate greater temperature and moisture abuse than parchment. Applying heat alone to skins does not radically affect them as long as it is not too hot. Tests show that temperatures of 180°F for up to 5 minutes may not damage either vellum or parchment samples, although a tendency toward brittleness does begin to occur, which is not preservation treatment. Also heat flattening may cause forced creases to occur because of existing buck-
Humidified and re-flattened, the document still required a sink mount for best presentation. PFM October 2021 27
Photo by Alice Gao, courtesy The Goodtime Hotel
CONSUMER LIFESTYLE TRENDS IMPACTING FRAMERS By Ginger Hartford
W
hat consumer lifestyle trends are impacting fram-
ing much more confident, consistently creating new buying
ers today? How are consumer behaviors chang-
habits which will likely impact commerce and sales seasons
ing? Let’s look into lifestyle trends influencing
ahead. Consumers also began to value working one on one
consumer’s design and decorating preferences which help us
with local businesses, thus supporting their community as
understand how best to tap into new framing business.
we came together.
Artful Impact of Covid
Sustainable Style
We’re all aware of how the Covid-19 crisis and global pan-
Sustainability is design that is meant to last while not harm-
demic disrupted every facet of our routines, day to day life
ing the environment. Educate consumers on how best to
perspectives and livelihoods. This past year for many of us,
preserve and protect their art with the benefits of enduring
as well as our customers, was a time of pulling back, pulling
design and preservation options by using archival mat and
in and re-imagining a new normal. Our focus grew to decid-
mounting methods as well as museum glass to eliminate
ing how we choose to live and dwell in our homes, and how
light causing art deterioration of cherished items, photog-
we choose to express and honor who we are, by design. The home furnishing industry has experienced incredible growth fueled by consumers working remotely from home and building new home offices or expanding fami-
CONTENTS
ly rooms in their homes. As families drew closer together they realized there were opportunities to refresh, restyle or redecorate their interiors which clearly translated to strong growth in new purchases for wall decor, mirrors, and custom
AD INDEX
framing. Consumers also heavily leaned into digital discovery for inspiration, new products and new companies that simplified the buying experience, and were delighted by new online and mobile experiences to discover, browse, engage, and purchase art. This meant that consumers were becom28 PFM October 2021
raphy and artwork. In terms of personal values, trends may come and go, but sustainability is always in style. As Gandhi advised, “be the change you want to see in the world.” Buyers are seeking an opportunity to be fiscally responsible when purchasing on a budget, while still appreciate making informed, sustainable design choices. Many frame shops are working with new and existing clients to restyle favorite art collections to reflect the current design style in their homes. Taking dated framed art and restyling it in fresh modern design treatments can take that favored original and make an all-new statement in the home that’s more personal and meaningful than new current, mass produced wall decor.
Trend Forecasting from Interior Lifestyle Markets
sign elements, the goal for guests is to feel like your wor-
Global trend forecasters MC & Co recently offered a com-
ries and anxieties have been left outside.
prehensive review of the effect Covid has had across the interior home lifestyle market. I found this especially in-
Moving Towards Optimism and Ambition
sightful as the art and design industries are fueled by con-
Changing outlooks and an evolving approach to life is im-
sumer buying behaviors driven by global trend forecast-
pacting how consumers choose to express themselves in
ing that defines emerging, evolving, and declining trends.
their homes. With much of the workforce working remote-
It’s important to understand trend intelligence and what
ly, consumers need their work from home spaces to be en-
emotional connections are triggering consumers. What
ergized with creative self-expression. “A gallery wall is the
are they aspiring to be? What is their approach to life? How
perfect way to surround yourself with art and objects that
do they want to be perceived? Consumer insights translate
inspire--and it’s fun. There’s art in everyone’s budget and
to how businesses can position commercially in leveraging
there’s framing to serve every collection.” says Natalee Beau-
the right mix of products and design services.
det, Northwest Framing.
As relates to art and design industries, here are a few highlights.
Practicing the art of Modern Eclecticism--the harmonizing of styles, textures, and contrasting colors to create a cohesive, beautiful room--is as easy as creating a gallery
Growing Need for Playfulness and Nostalgia
wall intended to tell one’s own unique story. Highlight your
In these COVID times we’re looking for comfort in the
personality, background, and interests along with a sense of
past and often see value in revisiting or celebrating histo-
place with framed art and object framing reflective of one’s
ry. This nostalgic mood is increasing in influence and can
original journey. Consumers are searching online resources
be expressed by highlighting classic vintage styles in col-
like PureWow for design guidance and ideas.
orful design treatments. We also see playful expressions that show a readiness to be silly and joyful with spirited,
PureWow Modern Eclecticism
cheerful expressions in pattern and prints. Both trends are
1stDibs Editorial and Fine Art Director Anthony Barzilay
increasing in influence as more colorful, whimsical or hu-
Freund recommends “artfully mixing works of various size
mourous art options are now on display impacting con-
and quality.” He advised this can be anything from “well-
sumer personal expression.
known prints grouped with beautifully framed textiles or
Representative of this trend, Miami is incredibly hot
needlepoint, family photos or a child’s explorations in fin-
not ony for it’s South Beach style identity, but it’s trending
ger painting.” However, unexpected objects and unconven-
design influence in color, Art Deco signature architectur-
tional arrangements add originality to the mix, “quality
al style and throwback resort vibe. Musician Pharrell Wil-
frames are worth investing in,” says Freund. “I love equally
liams has translated his iconic feel good song “Happy” into
minimalist, modern wood or white-painted frames and
a gleeful lifestyle concept launching the Goodtime Hotel,
ornate vintage and antique ones. What I don’t love are
Miami South Beach. With it’s design nod to painted hot-
frames that are painted in ugly colors, faux-antique fin-
house murals, cheery artwork and reimagined vintage de-
ishes or shiny metallics meant to simulate real gilding,”
CONTENTS AD INDEX 30 PFM October 2021
he explains. Your gallery or frame shop can benefit by also educating and inspiring your audience with design tips that translate into design partnerships for these popular gallery walls.
Color Confidence Weaving in color, scale and pattern with creative framing helps to showcase one’s personality by design. Palettes reflecting high energy colors and contrasting combinations showcase an enthusiastic approach to living so don’t be shy with color and imagination when it comes to custom framing.
Modern eclectic bedroom combines floral prints with vivacious color and tropical influences. Featured by Sherry Nothingam, Decoist, from Faith Blakeney Design Studio.
This youthful energy reflects a need for happiness in a world that can be challenging at times. Increases in opti-
motifs, re-imagined vintage pieces, whimsical elements
mism drive our need for good news, and a desire to move
and both muted and bright pastels.
forward with the demand to feel settled. Look for consumers that want to be more expressive in their original and
All in all, consumer drive for positivity is fueling exciting
fine art print selections and with corresponding framing
creativity and progressive business in the art and design
treatments.
markets. As your customers are seeking more ways to personalize their spaces with creative expression in art and
Grandmillenial Style meets Tropical Golden Girls
custom framing selections, take these design trends into
Remember when Granny Chic coined the popular Grand-
consideration when designing new projects together. As
millenial style that went mainstream? Well, strong femi-
designer Massimo Vignelli says, “Styles come and go. Good
nine attitudes with a romantic aesthetic are now fueling
design is a language, not a style.” PFM
emerging Golden Girl trends with a love for tropical coastal influences and colorful apricot and sage hues to a variety
Ginger Hartford
of sherbet combinations. We also see painted rattan and
As a career veteran of the art and design industries formerly with Larson-Juhl, Ginger Hartford launched EurDesign Studio, executive consulting to the trade. She is an accomplished International Business Development Strategist, Industry Speaker, Strategic Marketing and Design Leader.Follow Ginger on Instagram! @eurdesign_studio
colorful coastal design details with artworks including romantic jungle prints, exotic palm and bird references, and painterly design details in lattice, bamboo, and shell. Important design elements for this trend include tropical
PFM October 2021 31
Product Showcase 3A Composites USA
Bella Moulding
GATORFOAM® is comprised of a unique combination of polystyrene foam core and wood-fiber veneer facers, creating an extremely rigid & durable yet light weight foam board. Its unparalleled rigidity and high-performance facers provide a sturdy, high quality solution ideal for heavy object mounting and other framing applications.
Tune into the Hi-Fi collection from Bella Moulding. Hi Fi features a subtle rounded profile with a precision grooved detail in five neutral tones. Hi Fi resonates well with any art featuring a strong linear design element. View the full collection and request samples at our website. Call: 888-248-6545 www.bellamoulding.com
Call: 800-626-3365 www.3acompositesusa.com
Crescent
Frametastic! LLC
Crescent is proud to be the exclusive global partner of Royal Moorman luxury fabric matboards. Luxury fabric matboard you can feel with your eyes. Moorman matboards are available in six distinctive and stylish fabrics. From subtle neutrals to rich, saturated jewel tones, you’re sure to find the perfect color for your framing design.
Midas Touch presents barn wood in a fresh, sophisticated light. Featuring our natural gray, carbon, and sage colors as the frame’s base. Gold leaf is then delicately brushed onto the frame’s surface, which creates a rich, woven-like texture. Available as a photo frame and in five moulding widths.
Call: 888-293-3956 www.crescentbrands.com/ crescent-cardboard
Call: 973-962-0286 www.frametastic-llc.com
Framing Fabrics
Michelangelo Moulding
Our 2021 Designer Edition Fabric Sample Book contains over 300 swatches of specially selected Silk, Linen, Suedes and more. Everything is in stock and available with a no minimum order quantity. Contact us for additional information on custom wrapping services--Bevel, Scoop and Tapered, purchasing a book, or corner samples.
Looking for something different? Michelangelo has debuted 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 and samples available.
Call: 800-832-2742 www.framingfabrics.com
Call: 877-422-8812 www.michelangelomoulding.com
Nurre Caxton
Specialty Matboard
Nurre’s Concrete Collection features 2 cap styles and 1 floater profile, in 3 unique finishes replicating the look of concrete. The neutral colors include Light Grey, Dark Grey and Soft Rust–making the range highly versatile and distinctly stylish, with extra deep rabbets that allow impactful shadowbox designs.
Our Theo Collection inhabits the reflective surfaces, variegated finishes, and transitional silhouettes of today’s design elements. The finish is the look of distressed oxidized metal leaf, evocative of mercury glass and foxed silvered mirrors. The neutral palette and shimmery undertones combine classic and modern elements as well as warm and cool color schemes.
Call: 888-293-3956 www.crescentbrands.com/nurre-caxton
Call: 800-289-6634 (U.S) 877-452-3799 (Canada) www.omegamoulding.com
CONTENTS AD INDEX
Picture Woods
Presto Moulding & Frame
Why have to choose when you can have it all? Our new Crossroads White finish on maple combines the sleek elegance of Opaque White with the natural beauty of Clear Lacquer for a modern look you can’t ignore.
Cleo is a clean contemporary classic. The lighter middle panel is accentuated by a white scratch through and is bracketed by a shade darker, lip and back.
Call: 800-321-6522 www.picturewoods.com
32 PFM October 2021
Call: 800-431-1622 www.prestoframe.com
Rhonda Feinman Frames
Sepp Leaf
A softer look for modern profiles, gentle and elegant rounded top frames ease the transition into any decor. These custom made frames are shown in 22kt yellow gold and 12kt white gold with red or black undertones to complement many artworks.
Sepp Leaf Products is thrilled to announce the latest color in Gold Leaf produced by Manetti Battiloro Goldbeaters. Rose Gold is a beautiful 22 karat available in Loose, Patent and Roll form. We hope you are as excited as we are to explore this new alloy.
Call: 718 707-3203 www.rhondafeinman.com
Call: 212-683-2840 www.seppleaf.com
Studio Moulding
Superior Moulding
The Willow collection expands the natural beauty and lines of real wood. The timeless feel of Willow lends use to current market trends in home decor. Add the traditional beauty of Willow by contacting your regional sales manager for samples to display.
Introducing Motif, two classic profiles with a slightly hammered gold, silver & plum finish a traditional style with modern finishes where old styling is a new trend. It enhances both a classic or modern abstract painting. Request a color catalog on our website.
Call: 800-262-4174 www.studiomoulding.com
Call: 800-922-4751 www.supermoulding.com
Tru Vue
Universal Arquati
We called on your expertise to help us select our new Museum Glass® counter display and are happy to announce the versions selected! Be on the lookout for these TWO NEW counter displays coming available this FALL.
D’Orsay by Arquati consists of 3 profiles and gold & silver tones in high quality finishes. Samples of this collection are available now. View this new collection, along with all Universal Arquati collections on our website.
Call: 708.854.2731 www.tru-vue.com
Wizard International The Z1 is the ultimate computerized mat cutter—combining edge-to-edge cutting with a suite of automation features that virtually eliminates human error. It’s the only CMC with: Auto-Homing, Automatic Digital Depth, and Wizard’s Intelli-Clamps™ Collision Detection & Avoidance System (Patent Pending). The Z1 also includes all of the decorative design capabilities found in every Wizard Z Series cutter. Call: 425-357-7278 www.wizardcutters.com
Call: 800-668-3627 www.universalarquati.com
PFM SUBSCRIPTIONS • Renew Your Subscriptions • Make Address Changes • Contact Customer Service
www.pfmsub.com/Renew
PFM October 2021 33
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 34 PFM October 2021
DISTRIBUTOR SPOTLIGHT A complete innovative marketing section designed especially for distributors. For more information, sales@pfm-group.com
CROSSWORD CHALLENGE Across 1 Type of framing that keeps the artwork as unaltered as possible, while using materials which minimize deterioration 7 The small bottom or middle mat border in a double or triple mat application 9 Joints used in frame construction 12 Hardened as glue 13 Spanish for king 14 Spread color when in contact with water or a solvent
Down 1 The central or innermost part of matboard 2 Innovative 3 Take out pencil lines 4 Richmond's state 5 Method for attaching artwork to the mount board (2 words) 6 Area of the artwork covered by the matboard 8 Was a trendsetter 10 Scarlet 11 Methods
16 Coats with gold
14 Rhythmic pulse
18 Type of hanger
15 Gulp down
21 Prefix for before
17 Tool used to fasten things together
22 Community school org.
18 They hold the artwork away from the surface
24 Prevent
of the glazing
25 Reveals
19 Seattle's state
28 Historic period
20 ____ brightening agent
29 Type of deep rich brown wood
23 Type of wire used in picture framing
31 ____ mat
26 Provide tool and materials
32 Painting quality
27 Alert 30 Expression of comprehension
SEE PAGE 37 FOR THE SOLUTION PFM October 2021 35
Index Advertiser
Page
Advertiser
Page
Alpina Manufacturing, LLC .........................................................35
Global Art .................................................................................29
800-915-2828
866-310-4278
www.fastchangeframes.com /bannergrip.com
www.globalartinc.com
Arlo Spacemaker Products, LLC ..................................................18
Gluefast Company .....................................................................34
800-332-2756
800-242-7318
www.reevesextruded.com
Artist Supplies & Products ..........................................................34 262-797-8101
www.gilderspaste.com
ASF - A Street Frames ................................................................34 800-805-7655
www.astreetframes.com
Attach-EZ ..................................................................................35 800-527-1521
www.attach-ez.com
CMI Moulding ............................................................................34 301-476-7440
www.cmimoulding.com
Connecticut Saw & Tool..............................................................34 203-318-4302
www.ctsaw.com
www.gluefast.com
Hoffmann Machine Company .....................................................34 866-248-0100
www.hoffmann-usa.com
Jack Richeson & Co....................................................................34 800-233-2404
www.richesonart.com
LINC Systems (formerly Active Sales Co.) ............................ 25, 34 800-937-2255
www.activesalesco.com
Michelangelo Moulding.............................................................. 11 877-422-8812
www.michelangelomoulding.com
Pro Tapes & Specialties..............................................................19
Crescent Cardboard Co. ................................................................9
800-345-0234
800-323-1055
Rhonda Feinman Custom Frames .................................................6
www.crescentcardboard.com
www.protapes.com
Decor Moulding & Supply ..................................10, 17, 22, 30, 33
800-297-1566
800-937-1055
Specialty Matboard....................................................................31
www.decormoulding.com
Designer Moulding ....................................................................21 800-634-0032
www.designermoulding.com
Fixons .......................................................................................34 714-526-3455
www.fixons.com
Foster Planing Mill ....................................................................34 323-759-9156
www.fosterplaningmill.com
CONTENTS
Frame Specialties ......................................................................23 800-777-3165
www.kooltack.com
Framerica .............................................2, 3, 4, 30, 33, 35, 37, 40 AD INDEX
800-372-6422
www.framerica.com
800-280-6287
www.rhondafeinman.com
www.specialtymatboard.com
Superior Moulding Corp. ............................................................34 800-922-7914
www.supermoulding.com
Tru Vue .......................................................................................7 800-621-8339
www.tru-vue.com
Universal Arquati.........................................................................5 800-668-3627
www.universalarquati.com
Wall Moulding ...........................................................................39 800-880-8315
www.wallmoulding.com
FrameTek ..................................................................................35
Wizard International..................................................................13
800-227-9934
888-855-3335
www.frametek.com
www.wizardint.com
Frank’s Fabrics for Framers .......................................................34
Z Hardware ...............................................................................35
888-332-2749
800-880-9315
36 PFM October 2021
www.franksfabrics.com
www.zhardware.com
(Continued from page 38) The next challenge was in finding the perfect moulding for the interior portion of the shadowbox. In order to highlight the subtle shimmer in the poster itself, we went with a satin black moulding with hand finished silver leaf detail. The next part of the creative process was designing, measuring, and re-measuring for the dimensions of the custom acrylic shadowbox with an opening large enough to secure the basketball in place without requiring additional mounting hardware. The Michael Jordan signature was placed through the opening on the front with an additional opening in the back to allow for the ball to rest between them and periodically be pumped up. A black moulding was selected to hold the whole piece together with the final frame mea-
Acrylic cover with hole cut in it to secure the front of the ball. ness owners has come in handy more than once over the years. A call to a friend with access to a mechanical press
suring 96” wide x 36” high x 10” deep. We loved this challenge and this piece is sure to be a conversation starter for years to come. PFM
allowed us to mount the fabric to an acid free, heat activated board in multiple bites.
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 07728 Call 732-536-5160 or E-mail to editor@pfm-group.com PFM October 2021 37
DESIGN OF THE MONTH by Jana Anderson, CPF
Jordan Basketball Shadowbox is a Slam Dunk
C
Top: Acrylic cover with hole cut in it to secure the front of the ball.
ustom framing often represents a
Bottom: The signature is featured uncovered while the ball is held and fitted into a circular back recess.
combination of sentimentality and logistical challenges, and this Mi-
chael Jordan shadowbox piece was a project filled with both. A long-standing customer simply dropped off this poster and signed basketball, putting their trust in our hands to figure out a custom solution for these highly valued items. That moment activated the beginning of the creative process that took weeks to come to a final solution. In a regular year, the fast-paced nature of
running a small business can at times distract
of the basketball needed solutions. The right
from really unique and creative projects in fa-
mouldings for both presentation and func-
vor of day-to-day production. We received this project right before the initial Covid pandemic, so as everything came to a halt, we were left with time and space to focus on creating an innovative solution for this piece in spite of the delays in ordering and production over
tionality were another concern. One element of this almost eight-footlong piece was that the poster itself was printed on a semi-sheer satin fabric instead of paper. This material and the overall size
CONTENTS
the next months. We knew a custom acrylic
complicated the mounting process pushing
box would be an important component, but
the limits of our machines in the shop. Being
elements such as mounting something on
a small business, developing relationships
such a large scale, as well as the presentation
with a supportive community of other busi-
Jana received her MFA in painting from Indiana University in 2019 and is a recent CPF. Through her various AD INDEX
experience in galleries, museums, and academic institutions, she ultimately brings an artist’s touch to every framing project she works on. Jana currently lives, works, and paints in Sioux Falls, SD.
Jon Piper has owned and operated Piper Arts in Sioux Falls, SD since 2005. He has over 30 years of framing experience, and has expanded his business to be a full service company--including fine art printing and corporate services--that is a premier art destination in the region.
38 PFM October 2021
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