FALL DESIGN TRENDS NEW FOR FALL SHOWCASE FRAMING PUZZLES
Contents
PFM is a member of:
Volume 32, Number 9
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover Picture frame mouldings and matboards are heavily influenced by the design trends that evolve season to season, as seen at High Point Market. Our cover shows the Chapman Entertainment Console from Hooker Furniture. Note the textures and black tones. Neutrals abound. For the full story, see page 18. Image courtesy of Hooker Furniture Corp
Features 18 22 26 34
Fall Design Trends Wholesale Efficiency for Retailers Gadgets and Gizmos Framing Jigsaw Puzzles
46
Columns 12 Sales Strategies 46 Design of the Month
Departments 8 10 38 42 43 44 45
Editor’s Note Industry News Product Showcase Distributor Spotlight Crossword Puzzle Index of Advertisers Crossword Solution
18
34
22
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
330 Mounts Corner Dr. #313, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270
PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 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 • 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
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
AD INDEX
PFM PUBLISHING, LLC PRE S I D E N T
6 PFM September 2021
Bruce Gherman
FROM THE EDITOR’S DESK T
Embracing fall trends and new products is just the beginning this month.
CONTENTS AD INDEX 8 PFM September 2021
wo months ago I received a call from the powers that be at PFM and was asked if I would consider taking the position of interim editor while Kimberly Biesiada was out on maternity leave. Attempting to ll Kim’s shoes is both an honor and humbling, and I will make every attempt to maintain her high standards and make her proud. Having been a writer for PFM since their rst issue and an educator in the industry since the mid-1980s I consider a great many of our regular writers my friends and peers. It is my esteemed privilege to be helping polish their words so Picture Framing Magazine may continue to offer the wondrous array of information and education that our industry so thrives on. No issue on fall trends would be complete without a report on High Point Market--the largest home decor market in the world. Steve McKenzie attended the show in June and offers us his views on furniture and colors we may very well be seeing as customer requests in our showrooms (p. 18). Our annual Fall Product Showcase features new product launches as well as moulding and matboard offerings to best enhance the newest decor trends (p. 38). Pricing is always a debatable issue and this month’s Sales Strategies column by Jared Davis discusses the el-
ements of knowledge and desire being two of the drivers behind price acceptance. Delve into the determining factors behind whether price really matters to our customers, or not so much after all (p. 12). Framing memorabilia is not only a basic for most framers. Our Design of the Month visits the pinewood derby cars of Cub Scout days showing how the cars, patches, pins and trophies can create memories for generations. And John Ranes gives us design advice and shows us how puzzles--a pastime that has new found popularity--are not the huge problem to frame that many think. Finally, in “Gadgets and Gizmos” Rob Markoff offers his top twelve tools every framer must have (p26). As always, there is something for everyone this month. I have always loved our industry and am thrilled to be a part of PFM, that in many ways, feels like the glue that holds us all together.
Chris A. Paschke Interim Editor
INDUSTRY NEWS Michelangelo Moulding Celebrates 25 Years
lege testing center as the location for his exam. All three participated
Michelangelo Moulding proudly announces that September, 2021,
in 12-week online CPF exam study groups, which are free to PPFA
marks their 25th anniversary in the moulding business. In 1996,
members.
Denis and Charles Galazzo
started
Michelangelo
in
Montreal, and have grown to become
PPFA’s Central Texas Chapter plans to offer the CPF exam in person on Saturday, Sept. 25, in conjunction with an educational event on Sunday, Sept. 26. Visit centraltexasppfa.com for more information.
a major factor in
Framerica®’s Chris Monaco Reaches 35 Years
the North Ameri-
September 1, 2021, Yaphank, NY – Chris Monaco, an important fix-
can market. Their
ture within Framerica’s shipping and receiving department, recently
vision of a distri-
surpassed 35 years with the company. “Suffice it to say that there
bution
company,
are few people in our industry as dedicated, fo-
focusing primarily
cused and integral to their team as Chris,” notes
on the OEM, hospi-
Jay Van Vechten. “We are proud to have him within
tality industry, major design firms and volume picture manufacturers,
our Framerica family and hope that he’s willing to
has been fully realized. With over 1,100 line items and two warehouse
stay for 3 more decades.”
Michelangelo has grown into one of North America’s leading distributors of affordable fashion picture frame mouldings.
locations, the company is poised to continue their extraordinary growth and success in the next twenty-five years.
For more information call 1-800-372-6422 or
Chris Monaco
visit www.framerica.com. PFM
Visit www.michelangelomoulding.com Facebook at https://www.facebook.com/ michelangelo.moulding
Trio of Framers Earn CPF Status Three members of the Professional Picture Framers Association recently earned their Certified Picture Framer (CPF) designations, passing the online exam. Jana Anderson, CPF, of Piper Arts in Sioux Falls, SD, took the exam at a local library; Adam Martin, CPF, of Martin’s Gallery in Hanover, PA, sat the exam at a college testing center; and Jeff Crew, CPF, of Allegro Canvas & Frames in Concord, NC, also used a col-
Classified HELP WANTED Wanted: Custom picture frame designer, craftsman and shop manager Location: Jacksonville, Florida. Skills: Experience in design, fitting, cutting and joining of frames, sales and shop management. Knowledge of Wizard mat cutters and Lifesaver framing software is a plus. Salary: $37K-$50K plus bonus potential For more information, contact Sam Buie @ sam.buie@jerrysartarama.com
CONTENTS
Wanted: Custom picture frame designer, craftsman and shop manager.
AD INDEX
Location: Dallas, Texas Skills: Experience in design, fitting, sales and shop management. Knowledge of Wizard mat cutters and Lifesaver framing software is a plus. For more information, contact Sam Buie @ sam.buie@jerrysartarama.com 10 PFM September 2021
SALES STRATEGIES
by Jared Davis, MCPF, GCF
Sales Strategies: Does Price Really Matter? Considering the Pricelessness of Custom Framing
H
ow often would a customer come into your store with a print or photo and start the process by saying, “Hi,
I just want something cheap to go around this?” And then after 30 minutes of design consultation with you, happily decide on something
both be for very different reasons.
which was definitely not your cheapest option?
For example, if I need to buy a new tele-
Which raises the question; if they asked for
vision for my work office, then I might be
something cheap, did price really matter?
price-sensitive about the cost for this--just
In this article, I’m going to explore some of
looking for something simple that will ‘do the
the psychology that influences consumer buy-
job.’ However, if I have to buy a new television
ing decisions around the common aspect of
for myself at home, then I might be more inter-
price. Too often, as business owners and sales
ested in something with more bells and whis-
people, we assume that price is the factor that
tles, so I can enjoy it – with less concern about
makes or breaks a sale. In fact, for some of us,
price.
price can be an underlying fear and paranoia that we hold over ourselves, without really knowing whether it matters most? Countless studies in consumer buying behavior indicate that there are complex layers of influence that determine a customer’s buying decisions, and price is not always the most
CONTENTS
important factor. It strongly depends on your customer’s motive and what they’re buying. For example, even though you may have two customers buying the same product, they could
Need vs. Want Whenever any product or service is sold to a buyer, in simplified terms it generally falls under one of two reasons; they either need it, or they want it. Every product is either a requirement (need) or a desire (want). As a consumer, when you think about products or services that you need to buy, how do you feel about these purchases? Consider those products that you have to buy, like gasoline, car
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.
12 PFM September 2021
There are three basic spheres of influence affecting a consumer’s decision making; Price, Knowledge and Desire.
there is likely a strong desire, making the purchase a want – which means it will be less influenced by price. The underlying factor here is the emotional connection; the stronger the emotional connection to the product, the stronger the want. Fortunately, custom framing is generally an emotional purchase. It’s less about ‘the cost’ and more about ‘the feeling.’ One thing I learned many years ago from an industry colleague was that if you always give a customer what they want, they may not want what they get. What people say, and what they mean, can actually be different things. I’ve generally found that whenever a customer makes a statement like “I just want something cheap…” it is generally just
Influences affecting a consumer’s buying decision. In the absence or lack of Knowledge or Desire, then the only thing left is Price.
a matter of confidence and doubt, not price. What they may really mean is, “Hey look, I actually don’t
repairs, insurance, everyday groceries and utility bills. When
know much about picture framing, so please help me under-
you have to buy something that you need, you can actually
stand a bit more” or “I’ve never had anything framed before,
resent it. If so, you’re probably inclined to be price sensitive
so please don’t take advantage of me.” The reason customers
about it and be motivated to shop around for a better price,
may use a statement around price, is simply because this
where possible.
is the strongest (or only) influence on them at this point in
Now think about the products and services that you want to buy. Things that bring you some form or joy and
time, but this influence can also be changed.
make you feel good. For example, fashion, accessories, holi-
Price Sensitivity?
days, homeware, and consumer electronics. When you think
If price doesn’t matter, then why do customers seem price
about these purchases, you’re probably less sensitive about
sensitive? In the psychology of consumer buying behaviour,
price and more focused on the pleasure or experience as-
there are three basic spheres of influence affecting a con-
sociated with the product and purchase. Ultimately, people
sumer’s decision-making; Price, Knowledge and Desire.
tend to be happier to pay more for things they want, than
When it comes to selling any product, Price is the universal
they will for things they need.
metric which all consumers are familiar with. In fact, in the
With this in mind, I’ve commonly found that the main
absence of Knowledge or Desire, the only focus remaining is
reason picture framing business owners tend to be more
Price and the only metric a consumer can use for justifying
price sensitive than they should be, is because the materials
their buying decision.
that they buy to make their customer’s frames, are need pur-
Although many of custom framing consumers possess a
chased. The cost of goods is important in business. However,
level of Desire and motivation for getting something framed,
there is a chance that one may fall into this need mindset
they may be uninformed and lack a detailed understanding
by default, without realising that their typical consumer ac-
and appreciation for the product (Knowledge) so their Desire
tually perceives your product as a want, rather than a need.
is being diminished by Price.
CONTENTS
There can be a difference in perspective between what your customer is buying, and what you are selling.
The good news here is that there are two clear ways you can actually help your customer be less influenced by Price:
Take a moment to think about your customer and what
AD INDEX
they are buying from you. Do they need it or want it? If you’re
• Knowledge is composed of two things. First is aware-
selling a picture frame to a struggling artist or a professional
ness. If they don’t know about it, they’re not going to buy
photographer who is trying to make a livelihood selling their
it. Your product needs to be on your customer’s radar
art, then OK, picture framing is a need. Thus, it is likely go-
before they can even consider buying it. This effectively
ing to be price sensitive. However, if you’re selling a picture
comes down to all forms of marketing. Second is educa-
frame to a domestic retail consumer who is looking to pre-
tion. Provide your customers with relevant and helpful
serve their precious memory or beautify their home, then
knowledge to help them understand your product. This
14 PFM September 2021
means taking the time to explain to your customer the different features of the aspects of framing such as design, quality, and materials. The basic premise of this is the use of corner samples during a design process. But it also covers a broader cross-section of business areas including your website. The key outcome here is that most customers don’t mind paying more, when they understand why. • Desire is simple; make them fall in love with your product. Explore ways to tap into the customer’s emotional connection behind their framing project and help come up with options and designs that they will love and cherish for years to come. It’s about feeling, more than function. When desire is in play, customers will pay. There are always going to be those customers that seem-
The more your can increase your customer’s Knowledge and/or Desire, the less important Price becomes. expectations. Knowledge and Desire will help in this regard.
ingly only care about Price and nothing else. However, that’s
But you know what? Eeverything’s expensive: bills, re-
not everyone. The more you can enhance the influence of
pairs, groceries, furniture. Yet people still pay for it, so why
these two spheres of influence for your buyer, the less im-
should picture framing be any different? A custom frame is a
portant Price becomes.
one-off, hand-made item. It’s never going to cost the same as
Show and Tell
a ready-made photo frame. But when you compare the cost of custom framing to costs of common, essential home decor
You don’t have to just rely on your verbal communication and
items such as bedspreads and sheets, cushions, curtains and
skills for conveying this information. In fact, you can actually
rugs, good custom framing is actually not that expensive. It
‘sell without speaking.’
can cost more to put curtains or blinds on a window, than it
For most of us, seeing is believing. When it comes to
can to put a beautiful custom frame on a wall. In fact, when
educating your customers, nothing works better than being
you consider that a custom frame is actually a unique, hand-
able to show them. Create and use visual tools, aids, exam-
made item, it’s probably the most affordable piece of hand-
ples and displays to help you demonstrate to your customers
made furniture anyone could buy.
the difference between product options. Given the influence Knowledge can have to overcome Price, it is worth dedicating
Conclusion
a significant portion of your display space towards this.
So, is custom framing expensive? To most people, a beauti-
Make sure you have beautifully framed, high-value fram-
fully custom framed memory is not expensive. It’s actually
ing on display in your store to help influence the difference a
worth more than that. It’s priceless. In the end, the price nev-
frame can make to an image. You want to display items that
er mattered. PFM
make people go, “Wow, I just love that!”. In fact, a ‘before and after’ frame display can be a powerful way to show the differ-
CONTENTS
ence between a basic black ready-made frame, and a properly designed up-scaled custom frame.
But customers say it’s expensive? AD INDEX
Compared to what? Expensive is an ambiguous term. Is $200 or $2000 expensive? It depends on the buyer. It’s all about context. When a customer says something is expensive, it doesn’t mean they’re not going to buy. In fact, they can usually afford it. It just means they need to find a way to mentally justify it, because the price hasn’t matched their hopes or 16 PFM September 2021
Chapman Entertainment Console from Hook Furniture.
FALL DESIGN TRENDS by Steve McKenzie
W
ith home sales reaching double digit growth
ating a looped or curly texture, made into fabric. The use
over last year, demand for home interior
of these fabrics is an indication of the optimism and confi-
design and growth are also reaching new
dence in the marketplace.
heights. This should lead to demand of art and framing at
There were many trends springing up, however 3 real-
nearly record levels as well. As gatherings for the holidays
ly stood out as having the potential to create an impact in
might be back, consumers may want to spruce up their
the custom framing market. It is always advisable to frame
homes for hosting, meaning it is time to look ahead and
the best you can for the art, as it creates timelessness for
get ready for the influx.
the piece. However, it is also important to be aware of the
Preparing for the busy upcoming selling season, it is
environment the final framed art will live in. These follow-
important to be aware of emerging trends in the home de-
ing trends were prevalent across many products and will
cor market. I completed a week in June as a Style Spot-
translate to framing at your design counter as well.
ter for High Point Market, the largest home show in the
CONTENTS AD INDEX
world. I was granted access to all showrooms and could
BEAUTIFUL BLACK
really study the latest emerging trends in new furniture
The first and probably the biggest trend seen at market is
and accessories introduced. High Point Market offers a
black wood finishes. Many dark and moody rooms were
unique vantage point for designers with over 2000 vendors
featured in larger showrooms. Deep rich finishes in black
and nearly 10 million square feet of showrooms exhibiting
that let the woodgrain continue to be the hero. They took
their latest creations and best sellers.
on many different versions: beautiful ebonized wood, some
It is exciting to say that pretty is back in style, and the
with a very matte topcoat, just celebrating the beauty of
market was filled with new beautiful products. Luxurious
the wood. Black was also featured in many pieces as part of
fabrics were prevalent everywhere, especially the use of
a pattern mixed with other materials like brass hardware
bouclé--a yarn of three plies, one of which is less taut, cre-
or even inlaid brass in the wood.
18 PFM September 2021
One manufacturer, Hooker Furniture, actually introduced a sideboard in the Japanese finish treatment of Shou Sugi Ban. This technique was developed in the 18th century in Japan to treat cedar siding to make it waterproof. It is created by charring or burning the wood surface to a beautiful charcoal-black finish. Black is obviously a time-honored tradition in framing, but these black finishes that celebrate the natural beauty of wood are truly special. Sherwin-Williams 2021 color of the year Urbane Bronze illustrates the popularity of these dark charcoal colors. Pairing a dark, ebony frame
Natural Finish Claudette Credenza by Suzanne Kasler Collection for Hickory Chair
with botanical artwork was seen in several showrooms. As was the emergence of many more drawings especially ink and charcoal, framed in similar ebony wood finishes. This fall, embrace the black as a statement especially if it celebrates the beauty of the woodgrain.
results. Make sure you have many samples of these natural wood finishes to offer this season.
NATURAL BEAUTY The celebration of wood continued with this trend of beau-
ART INSPIRED
tiful unstained materials. Wood of all types was finished
Many pieces in the home furnishing industry are reflecting
with only a clear coat, thus allowing the organic beauty to
their roots of inspiration from the fine arts. Brancusi, the
accent the piece. Walnut, oak, pine, maple all were shin-
Romanian sculptor, painter and photographer, who made
ing in all their natural glory. Another trend was rattan and
his career in France, inspired trends at market. Known for
bamboo, both presented in their natural state. Using these
his beautiful, lyrical plaster sculptures of curves and lines
naturally growing rattan vines give us furniture that is
there were table bases, console fronts and lighting which
lightweight, durable, flexible, and attractive. All this leads to honest looks that celebrate the form of the item that is not encumbered with fussy finishes. This look in framing would be especially beautiful on contemporary works of art as well as drawings. A float frame in a natural wood finish around a contemporary abstract is a timeless classic and really sets the stage for the artwork to truly shine. The patina that gathers over time on natural finishes only enhances the look as the pieces age, lending an air of polished natural sensibility. In the Antique District at High Point there was an abundance of vintage and antique bamboo pieces, a highly sought-after category in the world of design, the most popular draw being the natural materials. This trend of natural wood continues in the materials used in the home building industry. Kitchen cabinets are emerging everywhere in natural walnut, French oak, and maple. Hardwood floors in these same natural finishes are showing up in homes at all price points, including the evolving category of luxury vinyl flooring, with stunning
Indochine Chair in natural peeled rattan by Red Egg Furniture PFM September 2021 19
Vincenza Dining Table by Dome Deco in Ebonized wood
reflected inspiration from this artist.
With all three of these trends, the honesty of materi-
The textured figures of sculptor Giacometti, the Swiss-
als and the mark of a handmade look provided exciting de-
born artist who kept his studio in Paris, inspired the metal
tails to the furnishings. The same is true in framing. Give
work of étagère, cocktail tables, drink tables and lighting.
the consumer choices that offer a real beauty and honesty
This same textured work can be seen in the ironwork of
of materials. Let them delight in the finished piece.
home construction today. All of this a celebration of hand
Now is the time to make sure your sample wall has the
wrought metal work and lends a visual celebration of the
latest looks for this selling season and the ability for you to
material. This same texture would be beautiful in frames
capitalize on the larger home decor trends.
adding visual interest to the completed piece.
If you are interested in reading the entire Style Report of all 8 of the High Point Market Authority Style Spotters you can read it here https://www.highpointmarket.org/ products-and-trends/summer-fall-2021-style-report.
Fol-
low along on my Instagram account when we return to High Point to Style Spot again during Market October 16 - 20th. PFM
Steve McKenzie
CONTENTS AD INDEX Sonoma Console by Selamat Design with Woven Natural Rattan front 20 PFM September 2021
Steve is an artist who has been working in creative industries throughout his career. It was most notably at Berkshire-Hathaway-owned LarsonJuhl, a custom frame manufacturer and distributor, where he took on the role of Senior Vice President of Marketing, leading the company’s national advertising and public relations campaigns. Steve was appointed the company’s President and CEO by Warren Buffet. After a 20+ year tenure with Larson-Juhl, in 2012 he launched the home decor business Steve Mckenzie’s which has become a destination for interior designers and design lovers alike. A practicing artist for more than 25 years, Steve has developed a unique technique, painting with walnut ink and an eye for organic composition. Along with the retail shop’s opening, McKenzie Design LLC was launched as a full service interior design business and has completed projects throughout the Southeast and Midwest, been published in Atlanta Homes and Lifestyle and Casual Living, and recognized by other national publications,including House Beautiful and Traditional Home for curation of their showrooms.
WHOLESALE EFFICIENCY FOR RETAILERS By Micah Ruiz
T
hey say efficiency is doing things right, and effectiveness is doing the right things. The combination of the two is what I’ve spent my whole life striving for in ev-
erything that I do. That might sound dramatic and intense, but if you’ve ever met me, you know I can be pretty intense. I started my framing career in a wholesale frame shop. We would easily build hundreds of framed pieces a day. We worked assembly line style and were constantly re-engineering our approach and critiquing every movement to create the smoothest and most productive protocol for every position. We would use a stopwatch and time each station and make slight adjustments to create optimized workflow. We had most of our tables, cutters and shelves on casters so we would be able to move them to
Vise joining every frame takes a little longer but guarantees a perfect corner every time. but there are still ways to utilize that type of efficient mentality.
each worker to not waste any time or movement walking from
There are the basics as far as setting up your shop. You
table to table. We were able to stay in place and pivot to reach
want to always keep your glass/mats/backing/cardboard near
each material for each process. Every time that we shaved 5-10
the cutter you will use to cut them to avoid walking all over
seconds off an action it would equal hours saved over the year
your shop or causing traffic jams between your framers. Setting
and hundreds more finished pieces.
up the flow of your shop with your equipment and materials
I know not all of these wholesale methods directly trans-
is one of the most important things because you will end up
late into a custom frame shop, but there are definitely lessons
wasting hours over the year just moving more than necessary
that can be learned and actions that can be taken to stream-
in your space if done wrong. But today I want to focus more
line a custom frame shop’s processes to create a more efficient
on this wholesale-style prepping process we’ve been using at
workflow. It’s helpful to routinely take a step back with a critical
my custom frame shops that has really been streamlining our
eye and dissect your process for each station and make sure
production.
CONTENTS
you aren’t falling into a lull with any step or taking any unnec-
This prepping process came about somewhat organically. I
essary steps. It’s easy to become stagnant if you aren’t frequent-
had a couple new hires that had years of experience but the way
ly examining and correcting.
we had the production set up did not work right with the new
AD INDEX
I have spent 10 years in wholesale framing and have been
crew members. Rather than trying to force different skill sets
custom framing for 10 years now. I currently run the two lo-
and personality types into a predetermined role, I adapted each
cations of Underglass Custom Framing in San Francisco where
role to fit the person and their skill set. I think it’s important to
we produce hundreds of framed pieces a month. They range
continue to grow and adapt and I’m sure by the time this arti-
in size from 3” frames to 12’ frames, from complicated mount-
cle comes out we’ll be doing things a bit different. The moment
ing and sewing projects to straight fits, acrylic boxes, vitrines,
that you think that you have it all figured out is the moment you
hand carved frames, welded steel, you name it we do it all. This
stop getting better.
makes it more difficult to work directly in an assembly line style 22 PFM September 2021
Let me quickly walk you through our full production
to make it perfect. It doesn’t save you any time doing something wrong fast. Re-working frames always takes longer than doing it right the first time. From the join pile the work ticket gets taken to the prepping station. This is the newer process that we took from a page in the wholesale production book. It used to be that the ticket would go straight to the fit clipboard. I used to have each framer pull their own work ticket; grab their frame and locate the art and double check the measurements. We have a protocol that we follow during the design process that we double check every size before we put the art away and circle the size on the work ticket so it’s clear that the size has been double checked. We never write up
Fitters now don’t have to worry about anything but perfecting the fitting.
any order until there’s a circle around the size. We then remea-
process. We vise join every frame that we build in the shop. It
overkill, but that’s exactly how I like it. This is the final chance to
takes a little bit longer, but it guarantees a perfect corner every
make any last minute slight adjustments. They would then pull
single time. One of the cons from the wholesale framing side is
their mats and take them to the CMC and cut them. Then they’d
the quantity over quality mentality. I love that with custom fram-
cut backing and glass and start the fitting process. This is where
ing we are allowed the freedom to perfect each piece. It doesn’t
we realized there was a lot of wasted time and lost momentum
matter how good the rest of a projects looks, if the corners are
having to stop and start so many times.
sure the piece one last time before cutting any materials. It’s
bad the piece looks bad. We take a lot of pride in our joins and
We now have a prepper pull the tickets and get the art, pull
perfection can’t be rushed. I’m not saying, don’t build your
and cut the mats, backing, glass, shadowbox walls, etc. whatever
frames as quickly as possible, but always take as long as it takes
the project requires. We set them all in the frame and have it to-
CONTENTS AD INDEX 24 PFM September 2021
tally ready to go for our fitters with the client’s name on it. This
your customer. You want to make sure to impress your customer
eliminates the constant starting and stopping motion, and the
and not make them bring anything back to you, which allows for
fitters can just continue with a solid workload. We always have
some much needed pressure to stay consistent.
the next projects lined up and ready to go so they can just grab
We as framers must be pickier than our clients and as long
the next ticket from the fit clipboard. Once you have the equip-
as each step gets the approval of the next framing station you
ment and materials set up you immediately start saving time.
should end up with a beautiful finished product. Every frame
It is way faster to cut ten mats back-to-back than to cut each
shop has a different setup and different crew of framers with
mat for each project individually. Fitters now don’t have to
different skill sets so your process might differ from ours. Don’t
worry about anything but perfecting the fitting.
be afraid of trial and error. Come up with a plan with a willing-
Post pandemic, we have more backordered and discontin-
ness to adapt and tweak it until you find what works for you
ued materials than ever. As soon as one of my fitters is chasing
and more importantly what doesn’t work. Every time you find
a mat that didn’t show up or trying to find a replacement, the
a better way to do something you can’t believe how long you’d
workflow stops and we’re wasting the most important table in
been doing it the same old way. That doesn’t mean you were do-
the house. If the prepper is too far ahead, they will even start
ing it wrong, you grew. Remember failure is not the opposite of
the hinging or mounting process and if the fitter is getting
success; it is part of success. PFM
ahead, we might leave the glass or other materials for them to cut. Communication is key. Rather than thinking of that day’s workload as a bunch of individual projects think of all the pieces as one large project for the day. You can then have your team interweave between pieces to accomplish them all. This also creates another set of hands and another set of eyes touching each project. I was always taught to treat the next person in the production line as
Micah Ruiz Micah has been picture framing for 20 years. He began his career in a wholesale frame shop and quickly fell in love with the precision and pursuit of efficiency. After mastering high-volume framing, he worked his way into high-end conservation framing, and that’s where his passion really ignited. Since 2014, he has been managing the two locations of Underglass Custom Framing in San Francisco, CA. When not in the shop, you can find him in his East Oakland home spending time with his wife, Alexis, his son, Asher, and his daughter, Arrow.
JOIN THE CONVERSATION Are you looking for problem solving solutions, seeking certification, or do you want to network with other framers worldwide? The PPFA is your source for framing practices you can trust.
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Professional Picture Framers Association
Professional Picture Framers Association
WWW.PPFA.COM PFM September 2021 25
GADGETS AND GIZMOS By Rob Markoff
A
t the 2020 National conference I taught a sold out
ability for the miter fences to also be adjusted inwards.
class called Gizmos and Gadgets. We reviewed
This is the perfect clamp for tall shadowbox and stem
over 150 innovative tools and techniques that I
mouldings because it also applies pressure at the top of
found to be worthy and helpful. When PFM asked me to
the moulding and not just at the bottom. The clamp is
write an article and choose 3–5 items to share it was a bit
intended to be used to glue the joint first and allowing
like asking me who is the favorite of my children! Here
the miter to completely dry before adding v-nails or other
are a few of the items that I think are very useful. All of
fasteners to reinforce the miter.
them will help you to make better frames and can help you to get out of some sticky situations like getting nail-
www.masterclamp.com
hole filler out of your customer’s couch or your clothing. I have provided links so that you can read more about
Brush Flush
them.
Sometimes nail hole filler is not completely wiped off a
MasterClamp V-5 Pro
frame corner. This usually isn’t a problem until while seeing how the piece looks in the room, your client sits the
After several versions and revisions, I think MasterClamp
black framed piece on top of their white sofa and some of
V-5 Pro may be the best miter clamp ever made. It is beau-
the filler rubs off. We had this situation and had to rem-
tifully machined, made in America and is a lifetime tool.
edy it quickly. Rather than speculate and use anecdotal
In the event that your miters are not perfect 45 degrees,
suggestions, we contacted Amaco who makes the nail
the jaws may be fine-tuned to achieve perfect surface
hole filler and asked them what they recommended. They
contact for a strong joint. However, the best feature is the
suggested a product called, Brush Flush. This non-toxic, biodegradable product completely removed the black putty and left no tide lines. It is also outstanding for washing and restoring paint brushes.
CONTENTS
www.brushflush.com
Micro Glue Brushes AD INDEX
Rockler Woodworking has a range of silicone glue tools and these are two of my favorites. The Micro Glue Brushes are sold in a set of three. They are perfect for getting into tight spaces and they wash up beautifully even if you accidentally allow the glue to dry before cleanup.
The V5 Pro from MasterClamp is the ultimate vise for gluing up tall moulding. 26 PFM September 2021
www.rockler.com/rockler-silicone-micro-glue-brush-set
Silicone Mixing Cups and Glue Tools
figure out what size a nut or bolt is.
I first learned about these mixing
parts with a threaded stem on one
cups from Paul MacFarland in one
side and a recessed threaded hole
of his hinging classes. They are per-
on the other. Each is clearly marked
fect for mixing up small batches
with the corresponding size. All of
of adhesive and nothing sticks to
the gauges are threaded on a stain-
them so they are easy to wash. They
less steel cable with a looped end so
are 2¾” tall and 2” in diameter with
that it easily hangs on a wall.
The checker consists of machined
graduations molded into the sides. They hold 100 ml (about 3.5 ounces).
www.threadtoolsupply.com/
Best of all, they are well made yet
inch-metric-threadchecker.html
really inexpensive. www.amzn.com/B07WT2X4PL
888 Manufacturing Super Corners Available in two sizes, large 4.25” x
Silicone Glue Keeper
4.25” x 6” and medium 2.75” x 2.75”
The Silicone Glue Keeper is the per-
x 4”. These steel zinc plated corners
fect accessory to use with the Glue
are perfect for reinforcing the cor-
Brushes. It holds about 2 ounces
ners of large or heavy pieces. They
and has a tight fitting lid that dou-
are pre-drilled to accept #6 screws
bles as a brush holder. The molded
and sit flat to the frame and are
interior surfaces are all curved so
much better and stronger than “L”
when cleaning up, the glue is easy
brackets.
to remove, even when dried. www.888mfgcorp.com/ www.rockler.com/ rockler-silicone-glue-keeper
Thread Checker When working on machinery or sorting threaded nuts and bolts, this well-made tool is indispensable. I have the dual Imperial and Metric versions and it has come in so handy, especially when trying to
CONTENTS AD INDEX The thread checker quickly helps identify both imperial and metric threads. 28 PFM September 2021
888 Super Corners add strength to frame corners without the bulk of traditional L brackets.
AccuMount Keyhole Companion Marking Tool
attaches to the keyholes and even
It is lightweight, easy to grip, and
includes a small level. You place the
the perfect tool for easing the sharp
AccuMount makes great tools that
item you want to hang in position,
edges of glass when using slip-over
are really well priced. The accura-
press against the wall and the tool
spacers like FrameSpace or essen-
cy and timesaving realized during
accurately marks the exact location
tial when making clip frames. The
the first use will easily pay for this
to install the screws. If you are an
tool is best used in a circular motion
less than $20 marking device. In the
installer, your clients will be im-
when held at an angle to-the edge
past, accurately determining the lo-
pressed that you have the right tool
of the glass or mirror. Available from
cation of the screws to hang items
for the job.
Tech-Mark Inc. in the USA and from Lion UK in Europe.
with keyhole slots is a hit and miss process. This simple to use device
www.amzn.com/B07X5BQ8PX www.lionpic.co.uk/p/7717
TELUM Hand Pad For smoothing the sharp edges of glass and mirrors, the go to standard for many years has been a stone glass seamer. The problem with that tool is that it is heavy and it requires adjustment and rotation of the stones after wear. The TELUM Hand Pad has industrial diamond
Silicone mixing cups and glue tools clean up easily.
CONTENTS AD INDEX 30 PFM September 2021
dust plated onto the patented interlocking arrowhead surface pattern.
The TELUM diamond impregnated pad works perfectly to smooth the cut edges of glass.
Tuff Stuff Weight This is by far my favorite weight for so many uses including holding down curly art at the design counter. These heavy-duty weight bags are constructed with a water repellent, polyester denier fabric commonly used to make luggage, sport and duffel bags. The fabric is wrapped around a 1.5 mil polybag containing 1.5 pounds of micrograin steel pellets, rather than lead. Offered in either black or white, these weight bags are beautifully constructed and economically priced. www.lineco.com/ tuff-stuff-weight-bags.html
Tuff Stuff weights from Lineco are covered in ballistic nylon and are a weighty 1.5 pounds.
Hinge Bits These versatile drill bits center themselves in a countersunk hole so your pilot hole is dead center and when you insert your screw the top seats flush and flat. I like the Snappy brand because they are well crafted and American made. Another use is PFM September 2021 31
with acrylic jigs for repeated tasks. If you use a drill bit in an acrylic jig, after repeated use the drill bit will enlarge the hole making it less accurate. The outside of these hinge bits is exactly ¾”. If you make ¾” holes in your jig, the bits will center themselves and position the drill bit exactly in the center of the jig. We use them with a house-made jig
A fractional inch caliper is indispensable in the shop for a multitude of tasks.
for installing security hardware. By using a jig, we can place all of the hardware exactly the same distance in from the sides and down from the top of a frame. This really speeds up installations. The bits are available in several sets but the three piece set of 5/64”, 7/64”, 9/64” work for #410 screws that are most widely used in picture framing. www.amzn.com/B0032U9MAO
CONTENTS AD INDEX 32 PFM September 2021
iGaging 6” Fractional & Decimal Inch Combination Dial Caliper
also available) makes determining
I think this well made and easy to
mal inches will make inputting siz-
use caliper is an essential tool with
es much quicker.
sizes fast and efficient. If you have a CMC, being able to also read deci-
a multitude of uses in a frame shop and even at the design counter. I
www.amzn.com/B005FRGF1Q
prefer a non-digital caliper because its battery won’t die when you need
Finding new gizmos and gad-
to use the tool. Having a fraction-
gets takes a little research and an
al inch caliper (metric versions are
open mind. Sometimes the most
useful tool, that has been overlooked forever, remains out in your garage. Searching through distributor catalogs, looking at PFM’s new product section, going to the hardware, craft and art supply store will
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
all help you find new products that could make the framing process easier and more efficient. Happy framing. PFM
Rob Markoff Rob has been framing for over 40 years. He specializes in volume framing with an emphasis on oversized and challenging pieces as well as art installation. He has written extensively for industry publications and is a longtime educator at The National Conference as well as other framing venues worldwide. He received the Lifetime Achievement Award from the Professional Picture Framers Association in 2015.
PFM September 2021 33
FRAMING JIGSAW PUZZLES By John Ranes II, CPF, GCF
“
W
e have always framed puzzles, and real-
more than a year!
ize that like anything from fine original
The framed Wallace & Gromit puzzle was treated
art to sports jerseys, a puzzle well framed
in such a way with a black cap moulding that adds
is another way of personalizing your home décor
a bright green accent line along its crown. It works
with something you created yourself. This means like
nicely with black edging that already exists around
many inexpensive art forms it can be framed very ba-
the puzzle’s perimeter and as suggested the mode is
sically with simple mouldings to get it on the wall…or
fun…and that is part of the presentation. Yes, fun is a
it can be treated with the maximum with WOW pre-
word that the pandemic taught me truly exists, and
sentation, incorporating multiple mats, liners, float-
puzzlers have fun doing puzzles and so the presenta-
ing components, etc. It all depends on how open the
tion should reflect that same mood.
customer is in spending a bit more for a nicer presen-
CONTENTS
tation. Not really all that different than other projects
Mounting Puzzles – Options
we engage at the design table.
So this might be a good place to discuss the mount-
AD INDEX
When the customer states “That it is JUST a puz-
ing of puzzles. Because they are so different, custom-
zle,” you might be selling a frame and glass only, but
ers are sometime concerned that THEY need to do
this shouldn’t restrict you from reaching for a mould-
something special prior to bringing in the puzzle to
ing that offers a bit more pizzazz and fun to the de-
their framer. In truth, a simple understanding of what
sign. And of course suggesting Conservation Clear or
a puzzle is makes the answer easy and straight for-
Museum glass or other UV filtering glazing still makes
ward. Puzzles are printed posters mounted to a thick-
sense in reducing the potential fading of their puzzle.
er substrate, chipboard, blue or gray stock that is cut
After all, when being framed for a family room or rec
into many pieces–but the key is that it is still a deco-
room, the customer still would like it to look good for
rator grade poster. When we frame inexpensive décor
34 PFM September 2021
Although many like to use Modge Podge (Mod Podge) or Puzzle Saver brushed on the surface, this framer and author would prefer to see the puzzle clean and as clear as when originally assembled. These craft store products will work to adhere but they sometimes will produce a slight haze over the surface of the printed surface. And once this adhesive coating is applied to the surface it makes the task of putting it into a dry mount press a little tricky, with potential sticking to the release papers. So my recommendation it to dry mount a puzzle as you would any other decorative poster.
Back to Design Ideas Below is another example of framing a puzzle straight into
Wallace and Gromit Puzzle
a frame. This is “Missing Migrants” by Charley Harper of Cincinnati, Ohio. This renowned artist has had many of his
art like posters, prints and photos we want them to lay flat
pieces made into 300-1000 piece puzzles and published by
without undulation to a sturdy substrate. So it seems logical
Pomegranate Communications. The Nielsen Metal moulding
that these puzzles could be mounted in a similar manner.
was a perfect match to the black and white within the art.
We ask our clients to bring the puzzle in laying on a sturdy piece of board. Some puzzlers will use the commer-
The sharp reverse profile plays on the angular structure to the artist’s minimalistic style.
cially made rolls or folding boards for transport, but getting the puzzle to the shop in one piece is the key. Once in the
Adding a Little More Presentation
shop, the puzzle can be flipped with foamboards in a sand-
Perhaps it is because puzzles were a bunch of pieces sitting
wich fashion where dry mount adhesive can be positioned,
on a table, but the idea of floating them, mounted on foam-
tacked and trimmed. Flip again to orient the board on the
board with additional matting around the base background-
mounting substrate which might be a sheet of foamboard,
-as in “Missing Migrants”--has always been a great design
or one already mounted with a sheet of colored matboard
concept showcasing the puzzle’s character. We chose a red
or fabric. This latter idea would be when you design the
core black mat to mimic the red line in our black capped
puzzle to float above a colored background. For those that
moulding. Of course the “Flags of the World” use many var-
are squeamish about flipping the puzzle over, an extra set
ied colors, but red appears in a large majority so the design
of hands is helpful and/or the use of office binder clips will
works well. Of course the neutral but dramatic black mat/
keep the components from shifting.
black frame allows the colors of the flags to pop. In addition to framing puzzles, our business, The Frame Workshop also sells gift and home décor products including puzzles from five different publishers. Framing them well gives customers new potential ideas of ways to decorate their home as well as showcasing the puzzle itself. Happy
CONTENTS
Puzzling! PFM
John Ranes, CPF, GCF
AD INDEX The Nielsen Metal moulding was a perfect match to the black and white within the art. The sharp reverse profile plays on the angular structure to the artist’s minimalistic style. 36 PFM September 2021
John is a highly respected instructor of workshops and seminars worldwide. John teaches for The National Conference and the PPFA and consults for The Fletcher-Terry Company and Tru Vue. John has served as a PPFA Chapter officer on two Midwest chapters as well as a director on the National PPFA Board. John was awarded the PPFA Lifetime Achievement Award in January 2015. John and his wife Sarah own The Frame Workshop of Appleton, a frame shop and gallery in Appleton, WI. Established in 1978, their shop has won more than 100 framing awards, including two successive awards from the Fine Art Trade Guild in the UK as well as a National Australian Framing Competition award.
New for Fall Product Showcase 3A Composites USA
Attach-EZ
Gatorfoam is comprised of a unique combination of polystyrene foam core and wood-fiber veneer facers, creating an extremely rigid and durable yet lightweight foamboard. Its rigidity and high-performance facers provide a sturdy, high-quality solution ideal for heavy object mounting and other framing applications.
Attach-EZ introduces the Super Fine Micro 3-in-1 package. This package contains the Super Fine Micro tool, five needles, and three sizes of clear fasteners. Note: the needles will not fit other Micro tools, but the fasteners will fit all other brands of Micro tools. $75 package.
Call: 800-626-3365 www.3acompositesusa.com
Call: 800-527-1521 www.attach-ez.com
Bainbridge
Crescent
Design your next framed piece with these unique Metallic Rice Paper mats from Bainbridge. The elegant look of these Metallic Rice Papers comes in a palette of nine colors ranging from classic neutrals to glistening golds and blue tones. Featuring surfaces handmade by Japanese artisans, the shimmering brushstrokes of rice fibers is sure to provide a one-of-a-kind piece!
Style your next framed piece with the sophistication of Etched Metals by Crescent. Featuring metallic surfaces with a subtle etched texture, perfect for photography, original artwork and shadow boxes. Available in three on-trend colors, this collection is made of 100% alpha cellulose construction, acid-free, lignin-free, fade and bleed resistant. Available in 32”x 40” size.
Call: 888-293-3956 www.crescentbrands.com/bainbridge
Call: 888-293-3956 www.crescentbrands.com/ crescent-cardboard
Delta Picture Frame Co.
Epson
Here are two must have moulding options to offer your customers, featuring a bright gold or silver leaf finish on a slim profile. Call our office today to request samples and pricing. Visit our website to view other new and exciting moulding options.
The new 44” SureColor P8570D dual roll printer leverages a 2.64” PrecisionCore MicroTFP printhead and six-color UltraChrome PRO6 pigment inks to deliver high-volume, production-level print speeds designed for photo fulfillment, retail photo labs, poster, and graphic art production. Its compact, space-saving design includes new workflow features ideal for production environments.
Call: 800-327-5482 www.DeltaPictureFrame.com
Call: 800-463-7766 www.epson.com
Framerica
Frame Specialties
Framerica’s Organic Maple is now available on its popular Illusions profile. The profile is specially designed to appear “stacked,” at a fraction of the cost of multiple mouldings.
ATG Turbo Adhesive is specially formulated to duplicate ATG tape without the high cost and with many more unique advantages. Dries in seconds. Stronger than ATG tape. Water soluble while liquid. As fast to apply as tape. Reposition matboard without damage. Visit our website for a complete instruction video.
Call 1-800-372-6422 www.framerica.com.
CONTENTS
Call: 888-610-5663 www.kooltack.com
AD INDEX
Framing Fabrics
Gainsborough Products
Fabrimount Fabric Adhesive is a white, hot/ cold water-based, clear-drying adhesive that is excellent for use in mounting fabric to matboard and liners. It is clean, highly effective, easy to use, and economical. Made in USA, the new formula allows for mounting fabric on all substrates by hand.
Gainsborough Products’ oil painting restoration supplies include a wide range of oil painting varnishes: natural damar gloss varnish and conservation synthetic varnishes in gloss, semi-gloss, and matte. Apply with our 2” wide fine ox hair artist’s varnish brush. Watch our restoration videos on our website.
Call: 800-832-2742 www.framingfabrics.com
38 PFM September 2021
Call: 800-227-2186 www.gainsboroughproducts.com
Giò Designs
Gluefast
This fall, Giò Designs is introducing a new size into their collection of premade photo & wall frames. The new size, 8 ½ x 11”, will be available in the N091 profile in the Matte Black and Brushed Silver finishes. They are the perfect addition for framing documents and certificates.
For volume print mounting, Gluefast gluers are the answer! For smaller prints (up to 13” wide), our 14” Captain B gluer with lay-flat glue for mounting prints onto foam core, chipboard, or MDF is a great solution. Larger machines up to 42” roller widths are available.
Call: 800-674-3344 www.giodesigns.com
Call: 800-242-7318 www.gluefast.com
Hoffmann Machine Company
House of Troy
Hoffmann’s PP2-NCF dovetail routing machine features two router motors mounted on a servo-driven NC-axis. The fully programmable machine routs one, two, or three keyways for Hoffmann Dovetail Keys for effortless joining of picture frame moulding. Over 500 different moulding profiles can be stored for repeat accuracy in a high-production environment.
Our newest addition of American made direct wire picture lights is the Chelsea Collection. The preferred installation for the contract industry, with quality cast back plate and sturdy arm construction. Available in a 16” or 25” shade, in four beautiful finishes. Also available in custom finishes.
Call: 866-248-0100 www.hoffmann-usa.com
Call: 802-888-7984 www.americanlightingbrands.com
Lineco Lineco Frame PVA Adhesive is designed for adhering wood or medium-density fiberboard (MDF) frame molding. This high-density wood glue dries quickly. The permanent PVA Adhesive can be also used for other art and craft applications, and features excellent lay flat properties. Five popular sizes are offered. Call: 800-322-7775 www.lineco.com
Michelangelo Moulding A new series from Michelangelo, the 434, comes in three finishes: a husky black stem with an undulating gold lip, black with silver lip, and grey with burnished silver lip. This 1.25” x 1.5” moulding has both the strength for today’s larger-sized artworks, balanced with a delicate, rippled effect, leaf accent. Call: 877-422-8812 www.michelangelomoulding.com
Nielsen According to interior design experts, metals will dominate as décor accents in 2022. Be ready, with Nielsen Tiffany Profile 129—universally appealing, with the perfect assortment of distinctively metal finishes, and providing the minimalist design aesthetic that defines contemporary décor. Thinner than any wood profile, yet extra strong, Profile 129 answers all your modern framing needs. Call: 888-293-3956 www.crescentbrands.com/nielsen
PFM September 2021 39
New for Fall Product Showcase Nurre Caxton
Omega Moulding
Introducing the Héritage Collection from Nurre Caxton—a uniquely elegant homage to the worn beauty of timeless wood furniture. Featuring six profiles and two finishes, Héritage is handmade in Italy with generous rabbet depths, artisanal attention to detail, and unsurpassed quality. Perfect for traditional and canvas framing, and available now through your Nurre Caxton distributor.
The Alpine Collection features five floater mouldings with a unique, angular profile featuring a reverse slope that works well with clean, modern design schemes. Element introduces 12 floater choices, featuring six items with a thin profile face and elegant, curved back edge that works well with both classical and fine art applications as well as modern. See the complete collections online.
Call: 888-293-3956 www.crescentbrands.com/nurre-caxton
Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com
Penny Lane Publishing
Peterboro Matboards
New artwork from Lettered & Lined! Contact a sales representative by phone or emailing info@pennylanepublishing. com for more information. All the artwork you see on our website is also available on canvas and wood products. Select images are also available as large format giclée prints. Stock code: LET266 - “Autumn Floral I.” Size: 12” x 16”. Retail price: $15.
Made of the finest 100% cotton fiber and exceeding both the PPFA and FATG stringent Museum specifications, Peterboro Museum offers traditional ply construction that is buffered with calcium carbonate, naturally acid- and lignin-free, and available in the most popular colors, sizes, and plies. Request your samples on our website.
Call: 800-273-5263 www.pennylanepublishing.com
Call: 866-292-3021 www.peterboromatboards.com
Picture Woods
Rosenstiels
Made to sit above the glass, Lip Liners provide a contrasting border that pulls the eye toward the artwork, making a subtle and elegant accent. To create the look of a wider face, add a Lip Liner in the same wood and finish as the outer frame. Available in 1/8” and 1/4” widths in all woods and finishes.
“Buttercup” by Janie Howe (RL25923), published by Rosenstiels, is one of hundreds of new releases this fall. View more from this artist and all of our new releases on our website today. Call: +44 (0)20 7352 3551 www.rosenstiels.com
Call: 800-321-6522 www.picturewoods.com
Sepp Leaf
Specialty Matboard
Black Bison Paste Wax. Liberon’s signature product—a high-quality paste wax. Available in 15 wood tones. Finish, re-finish, touch up, or repair your frame/finish with this fine wax. Darken the finish, or antique your moulding. Apply with the super-fine 4/0 Steel Wool. Imported by Sepp Leaf Products from England.
Introducing 693 Corn Starch (shown here), 694 Light Buff, and 695 Putty. All three new colors are available in both cream and white cores and in both 32” x 40” and 40” x 60” sizes. Call: 800-280-6287 www.specialtymatboard.com
CONTENTS
Call: 212-683-2840 www.seppleaf.com
AD INDEX
Studio Moulding
Ten Plus
Studio Moulding broadens the Sierra Collection to include two of the most popular profiles in all five hand-stained finishes. The warmth of Sierra makes this collection an ideal resource for a wide variety of art. Please contact your sales representative or Studio Moulding to place a sample order today.
Introducing new 3” wide plein air frames, available in gold and dark walnut finishes. Sizes range from 8” x 10” to 20” x 24”.
Call: 800-262-4174 www.studiomoulding.com
40 PFM September 2021
Call: 562-404-0088 www.tenplusframes.com
Third & Wall Art Group
Tru Vue
“Forrest,” by Third & Wall artist Roberta Dyer, available for print-on-demand.
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.
Call: 877-326-3925 www.thirdandwall.com
Call: 708-854-2731 www.tru-vue.com
Valiani
Universal Arquati
Nexus: the perfect premium CMC for frame shops with a maximum cutting size of 40” x 60”, button clamps for edge-to-edge cutting, and a multi-position stand to save space. Cut, draw, and emboss custom designs with ease using the simple and user-friendly V-Studio software on the computer included with purchase!
We are excited to introduce the new Barnwood II Collection! This collection brings 2 new profiles in 3 rustic finishes; brown, grey, and white. Sample sets are now available & this collection is in stock now. Contact us or contact your local sales rep for samples. Call: 800-668-3627 www.universalarquati.com.
Call: 888-293-3956 www.crescentbrands.com/valiani
PFM September 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 September 2021
CROSSWORD CHALLENGE Across 1 Alternative to picture frame glass 5 Type of paper coated with baryta that brightens paper: it usually has a gelatin layer as well 8 Visual representation produced on a surface 9 Creating a color by mixing a solid color with white, thus making a lighter version of the color 11 Canvas _____ frames 14 Square or rectangular pieces
Down 1 Type of foamboard perfect for archival preservation, 2 words 2 Causes 3 Are stretched out 4 Snip 5 Perfect, 2 words 6 Type of wood joint similar to a mortise and tenon 7 ____ board: cotton material used to make mat boards 10 Optical-instrument part
16 Put ___ good word for, 2 words
12 Leans to one side
17 It's used for displaying framed art,
13 Proportion
2 words
15 Quality of being clearly defined
18 Peach state, abbr.
19 One of a kind
20 Chalk-based paint mixture
21 Abrasive for smoothing and polishing
23 Photo
rough edges
24 Existed
22 Pale
26 Portion of the image that goes
24 ____-line: line strung across a darkroom
beyond the cut lines
where prints can dry
28 Act of making something look old
25 Prevent
29 ____-brush: painting technique
26 ____-relief: type of carving or sculpting
30 Elegant 31 Use an iron on
resulting in a raised design 27 Brightened up
SEE PAGE 45 FOR THE SOLUTION PFM September 2021 43
Index Advertiser
Page
Advertiser
Page
3A Composites Encore Products ..................................................27
Gluefast Company .....................................................................42
800-873-4868
800-242-7318
www.encoreproducts.com
www.gluefast.com
888 Manufacturing Corporation .................................................30
Hoffmann Machine Company .....................................................42
888-338-3318
866-248-0100
www.888mfgcorp.com
www.hoffmann-usa.com
Alpina Manufacturing, LLC .........................................................42
House of Troy ............................................................................41
800-915-2828
800-428-5367
www.fastchangeframes.com /www.bannergrip.com
www.houseoftroy.com
Arlo Spacemaker Products, LLC ..................................................31
Jack Richeson & Co....................................................................42
800-332-2756
800-233-2404
www.reevesextruded.com
www.richesonart.com
Artist Supplies & Products ..........................................................42
LINC Systems (formerly Active Sales Co.) ...................................42
262-797-8101
800-937-2255
www.gilderspaste.com
www.activesalesco.com
ASF - A Street Frames ................................................................42
Lineco, a Division of University Products ....................................39
800-805-7655
800-322-7775
www.astreetframes.com
www.lineco.com
Attach-EZ ..................................................................................42
Michelangelo Moulding..............................................................13
800-527-1521
877-422-8812
www.attachez.com
www.michelangelomoulding.com
Bella Moulding ..........................................................................21
Omega Moulding Company ............................................11, 43, 45
888-248-6545
800-289-6634
bellamoulding.com
www.omegamoulding.com
CMI Moulding ............................................................................42
Picture Framing Magazine .........................................................35
301-476-7440
800-969-7176
www.cmimoulding.com
www.pictureframingmagazine.com
Connecticut Saw & Tool..............................................................42
Picture Woods Ltd. .....................................................................31
203-318-4302
800-321-6522
www.ctsaw.com
www.picturewoods.com
Craft Inc. ...................................................................................33
Professional Picture Framers Association ....................................25
800-827-2388
732-536-5160
www.craft-inc.com
www.ppfa.com
Crescent Cardboard Co. ................................................................9
Studio Moulding, Inc..................................................................23
800-323-1055
800-262-4174
www.crescentcardboard.com
www.studiomoulding.com
Decor Moulding & Supply .................................. 10, 17, 33, 41, 43
Superior Moulding Corp. ............................................................42
800-937-1055
800-922-7914
www.decormoulding.com
www.supermoulding.com/www.zelanto.com
CONTENTS
Foster Planing Mill ....................................................................32
Ten Plus ....................................................................................29
323-759-9156
888-944-8899
www.fosterplaningmill.com
www.tenplusframes.com
Frame Specialties ......................................................................24
Tru Vue .......................................................................................7
800-777-3165
800-621-8339
www.kooltack.com
www.tru-vue.com
AD INDEX
Framerica .............................................2, 3, 4, 16, 41, 43, 45, 48
Universal Arquati...................................................................5, 37
800-372-6422
800-668-3627
www.framerica.com
www.universalarquati.com
FrameTek ....................................................................................6
Wall Moulding ...........................................................................47
800-227-9934
800-880-8315
www.frametek.com
www.wallmoulding.com
Frank’s Fabrics for Framers .......................................................28
Wizard International..................................................................15
888-332-2749
888-855-3335
44 PFM September 2021
www.franksfabrics.com
www.wizardint.com
(Continued from page 46) also added some checkered flags to complement the design.
the go ahead to fabricate the frames with the Cub Scout blue
We called the customer and asked that he come in to review
finish to match the matboard. Custom wood spacers--with
our design. We presented our ideas to the customer and after
cutouts for the trophies to sit recessed into the bottom rail of
some tweaks with layout and a review of pricing we agreed
the frame--were finished in Cub Scout yellow matching the
on a final design.
Lemondrop mat. Once the frame arrived, we cut a piece of
To begin assembling the piece, our first step was to mat
Tru Vue Optium Museum Acrylic. We secured the spacers in
the photograph. For the top blue mat we used Crescent Lapis
the frame and positioned the trophies using a strong foam
1626 and for the bottom yellow mat we used Bainbridge
tape with double sided adhesive. To complete the project we
Lemondrop 8022. We surrounded the photo with the oval
fit the race cars which were previously mounted, the strainer
racetrack using Bainbridge Brushed Onyx 8321, cut with our
and added D-straps.
Valiani computerized mat cutter. We used Rising Polar White
In all, we considered the fun and spirit of the Pinewood
405902 for the white lines, also cut with our CMC. We then
Derby with this project. We felt that with such a special
attached the racetrack and white strips using Jade glue.
opportunity and the trust of our client we needed to go
The customer allowed us to put two screw holes in each
above simply lining the cars and trophies up in the frame.
of the underside of the Pinewood Derby cars. These holes
It would have achieved the same goal but would not have
would not be visible in any way. We included Gatorboard in
spoken to the heart and liveliness of the race. Now when
the design in order to give firm support and hold the weight
the client looks at this, they can have a vivid reminder of all
of the wooden cars. Using a fender washer and a wood screw
the good times and memories that were made; and the use
we drilled through the Gatorboard and matboards and into
of top-grade materials and techniques will be sure to have
the cars. We then placed the other patches on the matboard
those personal items and fond feelings preserved for years to
and sewed them in place.
come! PFM
Once the above steps were completed, we stood the board upright so we could get the exact placement of the trophies. The trophies were to be recessed and positioned into the bottom spacer of the shadowbox frame. This allowed us to calculate the template recess for the trophies and calculate the depth of both the spacers and the frame depth. We included a 3/8” strainer in our calculation which would be placed in the back of the framing package to allow for a recess for the fasteners of the cars. We also calculated an extra 1/8” recess so D-rings and hooks would be hidden from the side view of the frame. We designed the frame for this design with Jonah Frameworks. After careful review of our drawings, we gave
Crossword Challenge Puzzle Solution
PFM September 2021 45
DESIGN OF THE MONTH By Jill and Paul Choma
Pinewood Derby Memories for Generations
A
very good customer for whom we
table, discovering that each box contained three
have framed several pieces came in
cars and trophies. Having three cars per son
with a challenging and fun project.
made the design conducive for shadowboxes
Seeing some of the pieces we have framed in
that could be hung together as a pair. To get
our Inspiration Gallery inspired the custom-
an idea of how big the shadowbox should be,
er to bring us this project. He brought in two
we started with a piece of 32” x 40” Kraft paper.
shoeboxes, one for each of his two sons, filled
We cut the paper down until we decided on a
with Cub Scout Pinewood Derby memorabilia.
perfect size, 24½” x 34½” inches.
Included in the shoebox were trophies, Pine-
What do Pinewood Derby cars do? They
wood Derby cars, patches and pins. He had
race! We began by sketching an oval racetrack
photographs that he wanted to include as well.
on Kraft paper and then placed the Pinewood
We asked if we could take some time to think
Derby cars on the racetrack. Next, we placed
about the project and then present him with
the photo in the center of the racetrack. Seeing
some design options.
the photo on the racetrack gave us an idea, Cub
At first glance the project seemed challeng-
Scout colors. Now, what if we mat the photo us-
ing. Asking the customer if we could take some
ing the Cub Scout colors then use our comput-
time to think about it took the pressure off for
erized mat cutter to make a black racetrack with
coming up with a fabulous design on the spot
white stripes. Continuing with our theme we
and allowed us to get creative and have fun
fabricated a shadowbox frame to match the Cub
coming up with inspired and thematic ideas.
Scout blue color and the spacers to match the
Paul took the lead having firsthand experience
Cub Scout yellow color. Adding a recess into the
with Pinewood Derby both personally and as a
bottom spacer gave the trophies an integrated
parent den leader. Boy was this going to be fun!
look and high level of polish to the design.
CONTENTS
We unpacked each shoebox and laid out the contents on each end of our huge work
To convey our ideas, we sketched where each car, trophy and patch would be placed. We
AD INDEX
Jill Choma began custom framing in 1999 and brings a background of architectural and interior design. She has continuously studied techniques specializing in archival framing to best protect clients’ artwork. She specializes in designing and framing three-dimensional works of art. When not framing, you can find Jill traveling in search of the perfect cannoli and chai tea. Paul Choma joined Gilded Moon Framing in 2004 and has helped steer the business to the success it
enjoys today. His design style is to complement art with a perfect, timeless frame. Paul has always loved woodworking and has amassed a collection of tools to build the perfect frame. When not building the perfect frame, you can find him teaching snow skiing in winter and water skiing in summer.
46 PFM September 2021
(Continued on page 45)
Pinewood Derby memorabilia made for the perfect design challenge for cars, photos and trophies