Profile Magazine Issue 70 - Summer 2014

PROFILE ISSUE 70, SUMMER 2014

Bringing Frames to Life

Your unique approach can transform a frame from dull to delight

art & frame 2015

royal randwick, sydney august 14-16, 10-5pm daily

AU S G AVE US T THE 14 D -1 AT 6, E 20 ART & FRAME 2015 is a trade fair that will bring together the Art 15 and Framing industry in an event encompassing education seminars, a conference program and an extensive trade exhibition.

To be located at the beautiful Royal Randwick, Sydney, from August 14-16, 2015, the trade fair will be an industry showcase attracting both local and international exhibitors, educators and visitors.

MEET the people working in your industry and share knowledge, experiences and ideas.

EXPLORE the ideas, materials and technologies involved in the conservation, presentation, and display of art and images.

DISCOVER new approaches to design and production with a huge range of art and framing related materials and equipment on display and available to order at the event.

LEARN from industry experts, PARTICIPATE in workshops, and SEE live demonstrations.

Registration for this event will be launched in early 2015.

To enquire about exhibiting email frank@theframingshow.com.au www.theframingshow.com.au facebook.com/framingshow

YOUR INDUSTRY YOUR EVENT YOUR OPPORTUNITY

PROFILE is an independent magazine with a focus on the art and framing industry. PROFILE is published in Australia and is available to members of the industry by subscription only.

All enquiries should be directed to: PROFILE MAGAZINE PO Box 1150, Mornington Victoria 3931 Phone 03 5975 3677 Fax 03 5975 9203 editor@profilemagazine.com.au www.profilemagazine.com.au Presenters of: www.theframingshow.com.au

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ISSUE 70 - SUMMER 2014 6 From the Editor 8 Industry Update: Trade Show News 10 International Update: Photokina 2014 14 The Guerilla Framer 16 Image Update 18 Artist Profile: Amanda Steadman 22 A Global Perspective 26 Calculating Hourly Charges 30 Framing Workshop: Corner Splines 36 Framing Books and Videos 38 Classifieds

Editor/Publisher: Frank Filippone Assistant Editor: Claire Rafferty Sub Editor: Chris Filippone Production Team: Kara Luckie, Katherine Westle, Joe Brady, Andrea Wootton and Richard Howell International Correspondent: Keith Hewitt Design: Artsource Current subscription rates: Within Australia: A$33 one year (four issues) A$60 two years (eight issues) The Rest of the World: A$50 one year (four issues) A$80 two years (eight issues)

from the editor

Bringing Frames to Life Custom framers are in the rare position of being able to create something unique and provide an individual service: it’s now time to embrace that role.

W

hile there is still plenty of time for shopping, there is not doubt that Christmas is almost upon us. And although we feel the extra stress the season places on our workload and we all despair about the sheer commercialization displayed by big business, it is hard to not feel a little more positive about things.

And heaven knows we can all do with a bit of positive thinking! If we dwell too long on the state of the world and the problems that face us we would be in a constant state of melancholia.

Which would not be helpful at all. Far better to look at all the positive aspects in our life. In particular, our working life. And there are many positives we can take out of our industry right now and where it appears to be going.

After a few years in which everyone agreed the industry was contracting, it seems now most people believe the downward trend has at least stopped. Many people are now reporting that things have improved. It may not be completely consistent across the country or enjoyed by every frame shop, but there are many busy framers out there. This is probably not surprising when you look at the trends taking shape in the wider community. Perhaps, finally the framing gods are starting to smile on us.

You may have noticed there are a lot less cheap imported stretched canvases in the discount stores and art supply shops. Although hobby artists and students were purchasing most of these, they did have an impact on the broader market. Now, however the trend appears to be heading back towards good quality linen on keyed stretchers. And a good percentage of large paintings on stretchers are now having frames put on them before being shipped off to galleries.

Works on paper are also experiencing a resurgence, including quality prints, drawings, paintings and vintage posters. As these are usually framed and mounted behind glass, it has created an increased demand for custom framing services.

It was also not so long ago the only people who talked about decor and colour trends were interior designers.

Now, thanks to hugely popular television shows like ‘The Block’ and image based social media platforms such as Instagram and Pinterest, more people are now becoming addicted to all things related to furniture, decor and homewares.

Home renovation programs and the booming local real estate market have further promoted the value that 6 PROFILE

design adds to a home or property, with people now also seeing their design purchases as investments.

A visit to some of the ‘open for inspections’ in your city’s real estate ‘hotspots’ will soon demonstrate the way in which home styling is being used to attract buyers and increase sale prices, with homes often now re-decorated and furnishings brought in especially for the sale.

For the local framing industry, our potential customers are increasingly interested in design and looking for advice on how they can achieve something equal to the images they have seen in the media.

They may be trying to reproduce a particular style, and even show you images of what they want to achieve. This is an opportunity for the custom framer, who by nature should be able to create that bespoke, hard to find or reproduce item.

The broader Australian public now has more interest in home decor than at any time in the past, and custom framing is a service that should be positioning itself to play an important role in this development.

Our customers are now looking for genuine design advice and have high expectations. They want to be shown the best options for their project and they want you to explain how the frame you create will achieve their goals.

And more than ever before, people are expecting a great product and service.

While it may seem like a long way off, it is only around ten months till we convene in Sydney for the Art and Framing trade show. In the early stages of planning for the show, our initial focus is on providing a great educational experience for framers. We will have a number of overseas educators presenting as well as a host of local experts. We are planning to showcase a full range of framing methods and materials, from traditional to contemporary, from beginner to advanced, and will incorporate art, photography, design and digital printing into the exhibition and education program.

The show will this time be held at a new venue: Royal Randwick, Sydney. The racecourse has recently been renovated and a fantastic purpose built trade show hall has been incorporated into the venue. With easy public transport access and ample free parking right on site, it’s sure to be a fantastic show, and one we hope you will all be planning to attend.

Frank Filippone Editor

VENEZIA.

New to Italian Classics, Venezia is inspired by the most romantic city in the world - Venice.

Defined by its high gloss finish and rich undertones this design will add a touch of contemporary glamour to any framed piece. Venezia is available exclusively through Antons.

FOR MORE INFORMATION VISIT ANTONS.COM.AU OR PHONE 1800 268 687

industry update

Time to Fly The art and framing industry trade show is heading back to Sydney, with a new venue and fresh new beginning.

‘I am Flying’, Nick Fedeaff, exhibitor at Art & Frame 2013

It’s time to return to sunny Sydney where Art & Frame 2015 will be held from August 14-16.

The new venue, Royal Randwick, has been chosen for its great location, size and impressive facilities, and has been positively embraced by members of the industry as a chance for a fresh start with our own industry focussed exhibition and education program.

Education Focus

Cascade Print Workshop at Art & Frame 2013

Sarah Boulton exhibiting at Art & Frame 2013 8 PROFILE

For the past two trade shows the seminar program has been organized through a collaboration with the PPFA (Professional Picture Framers Association) and managed by their umbrella organisation, the PMA (Photo Marketing Association). The PMA were also responsible for organizing the photography and digital imaging program that coincided with the picture framing conference at the combined framing and imaging trade shows.

While this collaboration will continue, the program will this time run independently of The Digital Show (which is at this stage scheduled to be held in Melbourne again in 2015). This development will allow us to focus on improving the program’s relevance to the art and framing industry and provide a broader range of seminars and workshops that will address different skill levels and areas of expertise in the framing field.

A recent round of lively email discussion by members of the PPFA, drew attention to what they saw as the main focus of the show: the education program.

Jenny Yates, the new chairperson of the PPFA, has taken on board the feedback from visitors and members or her organisation and is already working on ideas for growing the program. New ideas she has in development include organising show tours for framers new to the industry and hosting a ‘meet and greet’ gathering so framers can network with colleagues. Jenny and her associates are working on ideas for more presentations and demonstrations

industry update

The Megawood Larson Juhl stand at Art & Frame 2013

June Andersen demonstating mat decoration

throughout the show, and would welcome input from the broader framing community.

There will also continue to be representation from the digital imaging industry at the show, with a number of suppliers to the photographic and digital printing sector already expressing interest in exhibiting. Elements from the digital imaging and printing field will also be incorporated into the education program where they have relevant applications to our industry.

Greg Perkins Confirmed as Presenter for Art and Frame 2015

Jared Davis on the Megawood Larson Juhl stand

Following the recent announcement of the new venue and dates for the 2015 trade show, major industry supplier Megawood Larson Juhl have confirmed they will be sponsoring international educator Greg Perkins to attend the event as their guest.

This is exciting news for the local industry and will be the first visit to an Australian trade show for the well known educator, whose depth of experience will make a highly valued contribution to the education program.

Greg Perkins, CPF, has been working in the framing industry for over 38 years. He is the author of the popular book, “Guidelines for Great Frame Design�, and a regular contributor to PFM and other industry publications. Greg started in our industry first developing his successful retail framing business in Minnesota USA, specializing in creative framing design. Greg has since been working with Larson-Juhl for over 20 years, responsible for creating the inspiring framing design used by Larson-Juhl at tradeshows and events.

Greg has been teaching picture framers at industry events and shows around the United States since the 1980’s, and this will be the first time he has ever taught at an Australian Framing Show!

This is your industry event and your chance to contribute and have a say. We would welcome your input into the development of the exhibition and related programs. Please send your trade show suggestions to: frank@profilemagazine.com.au

Greg Perkins PROFILE 9

international update

PHOTOKINA 2014 Cologne, Germany, September 16-21 Every two years the city of Cologne, Germany, hosts the world’s largest trade fair for the photographic and imaging industries, Photokina. Held this year from September 16-21 at the Koelnmesse Trade Fair and Exhibition Centre, Photokina brings together industry, trade, professional users and consumers from around the world in one enormous event encompassing everything connected to the world of photography and image making. Our tireless international correspondent, Keith Hewitt, once again attended Photokina and provided us with the following report on the section of the show related to the framing industry.

The Show The show covers over 250,000 square metres–about the size of 40 football fields. So you need to plan what you want to see rather carefully. I was only interested in the small part of Hall 9.1 that was for anyone involved in framing.

What I discovered was that two of the major CMC makers had busy stands–Gunnar and Wizard–but surprisingly not a single mat board manufacturer was exhibiting. A missed opportunity in my opinion.

Gunnar’s CEO – Lars de Tomasi was aided by Holger Fornahl and his wife Cordula. Taking heed of Jared’s advice this year Gunnar actually had some framed pictures on their wall which was a welcome development!

A unique new mount/mat board from Sweden was 10 PROFILE

creating much interest on Gunnar’s machine. The board is specially made to prolong blade life, and is ISO 9706, Ph Neutral, and has the PAT (per ISO 18916) accreditation. For further details contact Jonas.Dahlqvist@arcticpaper.com

Moulding Only three moulding manufacturers had stands–plastics from Turkey and China, and the Larson Juhl UK sister company ARQADIA were there.

The well-travelled Miranda Smith from Gallery 360 Perth was the only Australian framer I recognised, and she commented that whilst there were not many moulding suppliers at Photokina, one trend noticed was the

international update

Lawrence Walmsley with Claudio Katz and Nicolau Piratininga from Brazil, on the International Graphics stand.

The most eye catching item must go to ”The world’s largest photo globe” across nearly 500 square meters in the Passage 4/5. To celebrate the anniversary of 175 years of photography.

Miranda Smith from Perth with Martin Harrold CEO of Lion UK.

continued move away from gold frames and towards the lighter, cool wood tones, that she has noticed trending in Australia.

Laser etched wooden frames were evident and had my mouth watering.

Mounting and Display I saw a number of interesting block mounting methods and also noticed hardly any canvas on display at all.

Everything was acrylic or aluminium images (many with frames).

Images International Graphics from Germany were trying the show again after a 10 year gap and C.E.O. Lawrence Walmsley told me how good it had been this year. They are distributed in Australia by Chamton. Lawrence announced they will soon stock Ken Duncan’s award winning images for European distribution.

He also explained International are introducing some new paper substrates including Hahnemuhle photo rag, baryta papers and a very smooth 230 grams cotton.

PROFILE 11

international update

Bilderausstellung Leica Gallery New media and papers suitable for aqueous printers would also be of interest to those framers who have printers. Some of these products will not be released until 2015.

Past, Present and Future

Online Print Retailing The big news was that many businesses are setting up selling prints online. These businesses are outsourcing their framing and there were people at the event looking for framers to work with. However with some businesses selling up to 20,000 prints a day, a framer has to be set up to work with these quantities.

Technology There was a great deal of interesting software and phone apps available at the show that would be of interest to framers who are working with print technology.

12 PROFILE

As always one of the busiest stands was again LION UK. With a staff of seven they were busy most of the day, with enquiries from such diverse countries at Ethiopia and Malaysia.

MD Martin Harrold was happy to discuss their successful history of exhibiting at the show–their 15th time at Photokina! He said that Lion began exhibiting at the show 30 years ago, when they originally launched their Hot Press vacuum press. Since then their product offering has gradually focussed more and more on their huge range of framing and laminating equipment and materials. In recent years Lion have promoted their ‘Frame What You Print’ concept, reflecting the rapid increase in usage of wide-format printers.

At this show, they had lots of enquiries from companies that know a lot about photo processing and about photo gift marketing, but not much about framing and laminating. As Martin remarked, “at this show, we are as much consultants as we are prospective suppliers”.

The next Photokina will take place from Tuesday, 20 September to Sunday, 25 September, 2016.

international update Photokina 2014 figures 1,074 companies from 51 countries participated in photokina 2014, 68 % of them from abroad. The exhibiting firms included 236 exhibitors and 109 additionally represented firms from Germany and 516 exhibitors and 213 additionally represented firms from abroad. Including the estimates for the last day of the fair, around 185,000 visitors from more than 160 countries came to photokina 2014.

Stand: CANSON The man beneath the helmet: Keith Hewitt, the true identity of our infamous international correspondent, The Pith Helmet.

Farewell from your International Correspondent

Stand: Epson

I have been writing these stories from overseas now for the last 15 years.

It’s been a privilege to know so many of the celebrities in the Australian and New Zealand framing industry and I wish you all good health, good business and good fun in the future.

I do know some of you enjoy reading my stories. My greatest pleasure was meeting an Australian framer at a show in Bologna, Italy and asking him what he liked best in Profile. He said the guy who writes about what he’s seen in Europe. He had no idea it was me, for back then I wrote as “The Pith Helmet”. That made my day!

Photo: Koelnmesse GmbH PROFILE 13

framing business

“Unlike framers of old, they refuse to hide their head in the sand, choosing instead to stand up to bullies, and in some cases are beating them at their own game.”

Calling all the

Guerillas PAUL CASCIO Profile Magazine is pleased to introduce Paul Cascio, aka The Guerrilla Framer. Those of you who have been in the industry for a while are probably familiar with Mr. Cascio, and recognize his well-known moniker.

For more than a decade, Paul’s popular Guerrilla Framer column appeared regularly in Picture Framing Magazine, providing insightful views, unabashed commentary and pioneering ideas and innovation that lead him to be widely recognized as one of the industry’s premier business experts.

Paul is currently the director, and lead instructor, of The American Picture Framing Academy (pictureframingschool.com). He conducts workshops and seminars for new and experienced framers from around the world.

We at Profile Magazine are pleased to welcome Paul as our newest contributor. We’re confident you’ll enjoy the entertaining, informative, and slightly irreverent style that is The Guerrilla Framer.

One thing is for certain – it’s still a jungle out there.

But it’s a different jungle. Today’s successful frameshop owners, and gallery owners, are a new and different breed from those who ruled the industry back in the 70’s, 80’s and even the 90’s. Today’s owners are smarter, focused on increasing market share and profitability, and have more business savvy. They enjoy making money at least as much as they enjoy making frames.

The industry is attracting a new generation of entrepreneurs who have been successful in other careers.

They’re aggressive marketers and promoters who may be competitive by nature. Unlike framers of old, they refuse to hide their head in the sand, choosing instead to stand up to bullies, and in some cases are beating them at their own game. They know who the competition is, and they’re going after them.

The Guerrilla Framer

They recognize that the largest pool of potential new customers are the ones who shop at those big box stores.

And that’s exactly who they take aim at. In this column, you’ll learn how they do it, and how you can do it too.

Of course, not all successful framers operate from a storefront, and not all art dealers are found in galleries.

Our industry is full of creative, enterprising, and in many cases, highly successful individuals and couples who enjoy the benefits of operating from home.

Long forgotten by the trade press, and often shunned, or even vilified, by the mainstream (Pronounced, “rent

The wonderful framing and art industry that I love so much has undergone quite a number of changes in recent years Some of these were by design, while others were forced upon us. Many were positive, perhaps even revolutionary, including innovations in technology. Most were evolutionary, brought on by the ever-growing power of the internet. Still others, such as the proliferation of chains stores have been a scourge for the many small businesses, that even today, form the majority of our industry.

14 PROFILE

They’re guerrillas.

framing business

paying.”) retailers, Homies comprise a huge portion of our industry. In fact, it’s been estimated that more than half of all business owners in our industry, including Your’s Truly, got their start working from their basement, attic or garage. This silent and under appreciated group knows it takes a special set of skills, and its own set of unique strategies, to succeed as a Homie. You hold a special place in my heart. Therefore, you will neither be ignored, nor forgotten, in this column.

Now, before you retailers get your backs up and threaten to boycott this publication, or call your suppliers and predict bodily harm for them if they so much as sell a matboard to a home based framer, there’s one thing I’d like to point out to you: Someday--and that day is almost sure to come--you will retire.

And when you do, there is a good chance that you will… dare I say it…join the enemy.

You will become a Homie.

Paul Cascio, aka The Guerrilla Framer

That’s because a home based framing business is low risk, enjoys low overhead, and it can provide a very attractive retirement income in a way that’s neither stressful, nor physically demanding. So show some respect for the Homies, because you just never know.

Well, now that you have an idea of what the Guerrilla Framer column is all about—making money-- let me warn you about what you won’t find here.

You won’t learn how to cut fancy mats. You won’t learn how to join corners seamlessly, or mount a bowling ball with wheat starch paste. And you won’t be told how to remove spots from anything. It’s not that I couldn’t share a few ideas on those subject, because after all, I am framer.

And with all proper modesty, a pretty good one.

Well, actually, I’m only a pretty good framer for a maximum of about two hours. That’s because, although I’ve never been formally diagnosed, I am certain I have A.D.D..

In fact, I had it before it was fashionable, and before it even had a name.

After two hours of framing, or anything else for that matter, I have what I refer to as The Midas Touch.

Everything I touch from that point on, turns into a muffler.

So while there are many awesome framers who would love to share their technical prowess, I’ll just limit this column to trying to help you take your business to a new level of success, and your enjoyment of owning a business to a new place of happiness. So, thanks for reading and I hope you’ll look for this column in the next issue.

That’s when the real fun begins! ▪ PROFILE 15

art and design

image update Two new Gill Del-Mace editions soon to be released.

The Sleepwalker Image Size: 800 mm x 1000 mm Paper Size: 1000 mm x 1120 mm Recommended Retail: $695.00 Edition of 250 plus A/P’s Soda Sisters Image Size: 900 mm x 800 mm Paper Size: 1120 mm x 900 mm Recommended Retail: $695.00 Edition of 250 plus A/P’s Eastbourne Fine Arts P: +61 3 6968 2819

New Mouldings from All States Frames 16 PROFILE

FrameReady Frame

- Nature photography - Fine art prints - Object framing - Needle art - Advanced conservation - Going digital - Advanced matcutting Go to our website

www.theframingschool.com.au to see further details and dates.

June Andersen - 02 4441 8118

POINT OF SALE SOFTWARE What you need for pricing, ordering, invoicing, and tracking customers

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For the BEST in frame pricing soft ware, visit

www.frameready.com.au www.frameready.com.au Inquiries: softouch@mnsi.net

art and design

artist profile

Amanda Steadman

A

manda Steadman is a developing artist, born, bred and based on the Mornington Peninsula in Victoria.

Displaying natural creativity as a child, her youth was spent painting and drawing on her family’s farm.

Growing up she won a number of junior awards and competitions for her artwork. After finishing high school she studied art and design at Monash University before beginning a career in business. Recently Amanda left the corporate world to dedicate herself to her passion of art and pursue what she believes to be her life’s purpose.

Since re-emerging into the art scene, her first completed works were sold at the Mornington Art Exhibition in 2014, where she was awarded a high commendation. Amanda recently exhibited at the 2014 Derinya Art Show and all her paintings were sold. Currently Amanda has work on display at Cheryl Petersen Galleries in Somerville, Victoria.

Her love of painting doesn’t restrict her to a single medium or subject. She is inspired by colour and rustic texture and influenced by different cultures, people and beautiful things. She will never display a painting that she hasn’t fallen in love with herself.

18 PROFILE

How did you become involved in art originally?

How has your work been exhibited or distributed in the past?

I started drawing as a young child, have always been creative and it evolved from there. I always felt as though I was meant to paint.

My work has been exhibited at Derinya, Mt Eliza and Mornington art shows over past 12 months. I have also exhibited at Gallery Sorrento, Cheryl Petersen Gallery, and recently Tusk Gallery have picked up one of my Marrakech paintings for their South Yarra gallery.

What is your preferred medium or style to work in?

I like intricate detailed work a lot.

I have used pastel in the past, oil, and am currently enjoying the feel of acrylics, which I work in predominantly.

I have also been experimenting with mixed media, an area I would like to expand on.

How has your approach to art evolved over time?

I have painted all my life as a hobby but 12 months ago I decided to dedicate my life to painting. Now I'm totally consumed and paint on a full time basis.

What kind of audience does your work usually appeal to?

I think a wide audience! Pretty much anyone who appreciates colour and texture I think. My Marrakech range can be adapted to suit any style home from modern, contemporary to country.

What are you working on at the moment?

Marrakech, Afro Girl collection and Big Bold Flower collection. I am experimenting with a couple of other ranges which are coming out really well too.

What future plans do you have for your work?

I don't know, I just put lots of love into my paintings and hope people feel the same way about the finished product that I do!

What advice would you offer to framers trying to sell original art?

Display artists’ work (especially new, upcoming and local artists); advise on framing to compliment the artwork; negotiate a commission rate with artists for any pieces sold through the framer; hand out artist contact details to other customers.

art and design

This page: Amanda Steadman and a selection of her artwork.

Amanda can be contacted at leebarton273@gmail.com

PROFILE 19

FRAMING EVENTS ANTONS TRADE SHOWS 2014

ANTONS MELBOURNE SHOW

ANTONS 2014 TRADESHOWS Antons ongoing commitment to the picture framing industry was evident at their recent series of trade shows held over two action packed weeks in July this year. The Antons team and a contingent of leading industry suppliers connected with over 260 framers at five shows throughout Australia as well as one show in New Zealand.

On hand were representatives from major suppliers including Crescent Cardboards,Peterboro Cardboards, Fletcher, Alfamacchine, Life Saver Software and Valiani. Framers were

particularly delighted to meet Franco Valiani, the founder of the iconic Valiani machine. It was Franco’s first visit to Australia for many years and it was apparent to all that both companies share a united vision of offering the highest level of support and the very latest technology to the picture framing industry.

Crescent Cardboard Kathleen Schaefer

Peterboro Cardboards Bernhard Ruhl

ANTONS ADELAIDE SHOW Special guest at the Melbourne event, Nick Maxwell of the Collingwood football Club, proved that he truly is a crowd pleaser. Nick enthralled the audience with his presentation on his journey from a skinny teenager to being drafted to Collingwood, to eventually becoming a premiership captain. Framers recognized the synergy between Nick’s battles in sport with the everyday challenges that they face in business.

Antons are well recognized as a business committed to the ongoing education and development of picture framers with a strong focus on inspiring their customers with an outstanding product offering. Their sense of responsibility as a key Australian distributor has never been clearer - to enable their customers to be as successful as possible.

Valiani Franco Valiani

l

SPECIAL GUEST Collingwood Football Club

Nick Maxwell

framing industry

A Global Perspective Earlier this year Antons held a series of trade nights at their Melbourne headquarters, playing host to international guests from global framing suppliers including Valiani, Crescent, Peterboro, Alfamacchine and Lifesaver. Profile took the opportunity to ask some questions about the organisations they represented and the state of the art and framing industry.

BERNHARD RUHL, Peterboro Matboards Could you tell us briefly about your organisation, its structure and your role within it?

Peterboro Matboards was established in 1902 as a manufacturer of art supplies and illustration boards and has grown to be one of only a handful of full line matboard manufacturers world wide. Peterborough, Ontario is where we are located and took our name after the town.

We consider ourselves to be a boutique manufacturer, concerned more about the quality of what we make than the number of colours we have. Our structure is lean, Alan Yaffe is the owner, I am responsible for sales and marketing and we have a production manager and controller and associated support staff who do the heavy lifting.

How have your organisation’s international partnerships and relationships evolved over time?

Peterboro would not have survived supplying the Canadian market alone so our international partnerships have been essential to our growth, the strongest of which is with Antons in Australia. In North America we are now distributed by 4 of the top 5 framing products distributors resulting in steady market share gains. Additionally, our partners in Russia, Brazil, India and China are providing us with solid growth prospects.

Our philosophy seems to be unique, we believe in developing a relationship and partnership with our distributors.

We aren’t forcing new products or colour extensions into the market hoping they will work out, we work with framers and distributors to develop the new products thereby ensuring their success.

Could you describe the region of the world that you are based in and the current status of the art and framing industry in your region?

As we are based in Canada, our primary market would be North America. We are seeing traditional custom framing being challenged by BBR’s (Big Box Retailers) and internet framing sites, but at the same time we are seeing a strong 22 PROFILE

market for those framers who are focused on quality and are able to differentiate themselves.

What major differences have you observed in the art and framing industry in different regions of the world today?

Looking at our product category – matboards I would say the quality of the materials used in the various regions is what differs the most. The more developed the region economically, the broader the range of matboards used.

This means there is tremendous opportunity for framers to educate their customers on the quality levels of the available matboards and we, the manufacturers need to ensure our marketing is clear and concise as to what quality level we have to offer.

Do you see any global trends emerging or do you believe that different regions are evolving in diverse ways?

The challenges that framers in Australia and New Zealand are facing are the same ones framers in North America face – how to attract more customers, how to ensure the right materials are being used in the right framing environments and balancing the skills of the crafts person with those required to ensure the business will succeed.

What are some of the most interesting ideas or developments you have observed in the industry over the last six months?

For Peterboro it has been the introduction of Conservation fabric matboards. By producing a product that addressed the two biggest concerns framers have with fabric mats–those being too expensive and hard to work with–we have seen tremendous acceptance.

Given your experience and understanding of the international market, what advice would you offer to an Australian framing business today trying to create a sustainable future in the industry?

We believe there is opportunity for the Australian framers to broaden their design and preservation offerings - more use of conservation grade products and an expanded use of specialty matboards – fabrics and suedes in object box framing projects.

framing industry

The Antons’ showroom was opened to members of the industry for a series of Trade Nights in June this year.

TIZIANO BERI, Valiani Srl Could you tell us briefly about your organisation, its structure and your role within it?

Well, the Valiani Srl organization is composed of the Valiani Family, who are presently running the Company, and in particular Mr. Nico Valiani as Managing Director, together with his sister Mrs. Giada Valiani.

As in every industry in Italy, the structure is composed of several important figures at their basic position: Managing Director, Administration, Marketing and Sales, Purchasing and Research, Developing and Tech assistance, and Production.

My role in the Company Valiani Srl is Business Development Manager, but I am also acting as Sales Manager.

How have your organisation’s international partnerships and relationships evolved over time?

Real International partnerships are supposed to be involved and be in touch with us, almost every week, either on strategic decisions such as pricing, on sales, or promotions in their country. New machines or whatever might be considered important to increase sales.

Could you describe the region of the world that you are based in and the current status of the art and framing industry in your region?

We are based in Certaldo, Florence province, Italy.

Our region is considered an important art area for the framing industry, however due to the strong recession we are facing in the last 6 years, the framing industry is suffering a negative moment, reducing considerably its global turn over .

What major differences have you observed in the art and framing industry in different regions of the world today?

The framing industry is constantly changing and responding differently in every market of the world, according to situations which change rapidly during the year. Mostly the changes are caused by the standard of living of people which impacts their ability to purchase framing products, and the economy from country to country can make a big difference.

I personally believe that different regions and countries are evolving in diverse ways and many reasons influence this fact.

What are some of the most interesting ideas or developments you have observed in the industry over the last six months?

I have been in this sector for more than 30 years, and I have seen a lot of changes in the industry.

I think people should focus on quality first and specialize in a particular type of job so that they escape from the normal, and pay special attention to their customers.

Given your experience and understanding of the international market, what advice would you offer to an Australian framing business today trying to create a sustainable future in the industry?

Wow… this is a hard question to answer. The Australian framing business has changed a lot in the last few years as far as I can see.

Based on my experience in my country at the moment, the young are not that interested in buying arts or place much importance on framing. Anyway it is a really hard question to answer, if things don’t change.

To keep and create a sustainable future, the whole sector has to follow the fast changes in the market, as it is now in the whole world, and promote different solutions, new ideas, which can attract the young generation to take an interest in and purchase framing products.

PROFILE 23

framing industry

‘Be sure to position your business to attract the higher end consumer by carrying the products that will allow you to create unique designs that distinguish you from others in the market.’

Representatives from Antons’ international partners met with members of the local framing industry.

our respective businesses and support the consumer needs in the marketplaces we serve.

Could you describe the region of the world that you are based in and the current status of the art and framing industry in your region?

The North American market is more conservation focused at the custom framing level, with framers demanding higher end products for their clients, as well as wide use of fabrics and textures.

What major differences have you observed in the art and framing industry in different regions of the world today?

The major differences are the types of matboard products used for framing. Some markets are only selling Rag and Museum Rag and others are heavy on the white core products.

KATHLEEN SCHAEFER, Crescent Cardboard Company Could you tell us briefly about your organisation, its structure and your role within it?

Crescent is a 112 year old, multi-generational family business that is headquartered in the suburbs of Chicago, currently in our 4th and 5th generation under the Ozmun family. The sales structure is based on a two-step distribution model. Crescent also has distribution locations in the UK and Germany, with the German location serving all of Europe. I am the director of international sales, handling Asia, Australia, New Zealand, South Africa, the Middle East, Canada, Mexico, Central and South America, which are all serviced from the USA operation.

How have your organisation’s international partnerships and relationships evolved over time?

In every case, our domestic and international distributors are also family businesses. Due to the unique structure of Crescent, we have invested time and energy to develop our relationships with our distributors and over time, they have become family friends, in large part because we are working with other family businesses. This common thread has helped us work together to develop and grow 24 PROFILE

Do you see any global trends emerging or do you believe that different regions are evolving in diverse ways?

The most noticeable trend is the distributors’ desire to improve their higher end market and products sold. This remains universal in every market. There is a growing need for education on the conservation opportunities for many markets. As these countries develop their taste for better products and services, they will want to ensure their art is properly preserved.

What are some of the most interesting ideas or developments you have observed in the industry over the last six months?

The numerous requests we receive for Crescent to provide more education to our distributors’ staff on conservation products and how to sell in their respective market.

Given your experience and understanding of the international market, what advice would you offer to an Australian framing business today trying to create a sustainable future in the industry?

Be sure to position your business to attract the higher end consumer by carrying the products that will allow you to create unique designs that distinguish you from others in the market. ▪

Fine Art Nature Prints

June Andersen is offering her nature prints for sale to fellow framers. All images are signed and personally printed by june on fine art paper or on canvas.

To view the selection please visit: www.theframingschool.com.au www.naturephotography.com.au

Stand Backs

Made in Australia Many sizes made to order Contract Packaging Shrink Wrapping W o o d e n B o x e s & Tr a y s e t c .

A disability employment service of ST. VINCENT de PAUL AGED CARE & COMMUNITY SERVICES ABN 53 094 807 280 59-61 Yuilles Road, Mornington, Vic 3931 Telephone: (03) 5975 5341 Facsimile: (03) 5975 9640 Email: ozaname@svdp-vic.org.au Web: www.ozanamenterprises.org.au

framing business

Business Basics

Calculating Hourly Charges WAYNE BAKER, B. BUS CPF

P

eople go into business for themselves for any number of reasons. It could be a passion for a certain job, a life style change or an extension of a hobby into a business. The list is almost endless. Whatever the reason for going into that business, many do not prosper and quite a few fail because of a lack of knowledge regarding basic business operating principles and practices. Passion alone does not necessarily translate into a good business and this is where an understanding of some simple principles can improve your chances of having a long and successful time in your chosen vocation.

The purpose of this article is aimed at helping answer a common question heard wherever there is any gathering of picture framers: “What hourly rate are you charging, or what hourly rate should I be charging?”

each year in the form of Profit and Loss Statements, Balance Sheets and Cash Flow Statements. Lots of numbers, under sometimes confusing headings, boring, right!!

Boring maybe, but never the less essential.

You’re thinking this may be too hard already, and if it is, your accountant can step you through this, but why pay him when you can easily achieve the same objective and not only save some money but help you learn something about your business as well. Please persist, it may be a dry subject but essential in the efficient running of your business.

If you are a new business or thinking about starting in business, don’t worry. I will provide much of the information that you will require. You will just need to utilise your own specific costs or projections to fill in the gaps.

Should We Be Charging the Same Rate?

For the purpose of calculating an hourly rate we will be looking at the business costs and these fall into two broad categories: fixed costs and variable costs. Both of which are to be found in the Profit and Loss Statement (P&L).

Often listed as operating costs or the cost of doing business and operating expenses.

Simply put variable costs are the cost of doing business, which is your day to day purchases such as moulding, matting, glass, etc. Anything that you purchase to complete the manufacture of say a picture frame. These figures vary widely across the year and are directly influenced by sales, thus the name; variable costs.

Fixed costs are those costs which basically do not alter significantly throughout the year and are normally those costs which form part of the basic operation of the business eg: rent, rates, insurance and utility charges to name but a few. These costs have to be covered whether you sell anything or not. It is from the fixed cost figures that we calculate our hourly rate, as these are the costs that must be covered just to meet the day to day running of your business.

The answer is not as straight forward as matching someone else’s rate as each business will operate under a differing set of financial constraints and obligations. I have heard everything from $50.00 to over $200.00 per hour being asked. Where do you fit in this range? I hope to assist with allowing you to calculate your own hourly rate and keep it up to date as changes occur.

Maybe you do not use an hourly rate to calculate your in-house pricing, such as when using the keystone method of pricing (percentage mark up on costs of 100% or more usually) and think this is of no importance to you.

Can I urge you to read on as it may not be of use for your pricing, but it is a valuable way of analysing your costs and making improvements to operating efficiencies (read that as cost savings or dollars in your pocket).

Much of the information you require is already at hand if you are currently in business and can be found in those long lists of numbers that your accountant puts together 26 PROFILE

Calculating Hourly Rates

Š Peter Eastway

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framing business

Expense Item

Cost

Depreciation on equipment

Times/year

Annual Expense

$5,000.00

1

$5,000.00

$900.00

4

$3,600.00

$50.00

4

$200.00

Gas

$250.00

4

$1,000.00

Rent

$2,250.00

12

$27,000.00

Rates

$1,100.00

4

$4,400.00

Insurance (workcover/building etc)

$175.00

12

$2,100.00

Loan repayments

$750.00

12

$9,000.00

Marketing

$500.00

12

$6,000.00

Motor vehicle expenses

$100.00

52

$5,200.00

Software licence

$600.00

1

$600.00

$50.00

12

$600.00

Wages/Drawings/Superannuation

$800.00

52

$41,600.00

Telephone/internet/mobile

$200.00

12

$2,400.00

Electricity Water

Office supplies

$0.00

$0.00

$0.00

Total Annual Expenses

$108,700.00

Total hours framing per week

20

Shop open this many weeks per year

50

My shop spends this many hours framing per year

1000

My cost rate for labour (annual expenses/framing hours per year)

$108.70

A sample hourly rate calculation using a table: from the provided figures we come out with an hourly rate charge of approximately $109.00/hr What items come under the heading of fixed costs? To name but a few, there is depreciation on equipment, rates, insurance, rent, utilities such as gas, water and electricity, wages/drawings, loan payments, superannuation and WorkCover payments, software licences, marketing, office supplies and vehicle expenses? Check your own P&L statement for a complete list which relates to your business or ask your accountant.

This list will vary depending on the individual business and this is the main reason why the hourly rate for one business normally cannot be applied to another business.

Can you use last year’s figures to calculate your hourly rate?

28 PROFILE

Yes and no. Use them as a guide only as they are outdated numbers (last financial year’s figures). Many of the items will have increased in value, your rent will probably have increased by at least the consumer price index (CPI) percentage, your marketing budget may have changed and who can tell with electricity and other services etc.

Use current figures or projected expected costs and if in doubt ask you accountant.

A Sample Calculation Above is an example of how to use these figures to calculate an hourly rate for your business. The figures used

framing business

are indicative only and are to be used as a guide. They are for a single person business offering custom framing only. Insert your own figures into a spread sheet or similar computer program or if you are more comfortable with a pen and paper, make up a table.

From the provided figures we come out with an hourly rate charge of approximately $109.00/hr (see table). These figures make a couple of assumptions about the business. The first being that the shop closes for two weeks per year and is only open for 50 weeks of the year. If this store was open 52 weeks of the year the hourly rate would only change to approximately $105.00/hr.

The second assumption is difficult for some people to grasp and relates to the total hours spent framing per week, in this case a one person operation. Many would assume that if I am in the shop for 40 hours a week then I must be framing 40 hours per week. Not so, an average framer, in a single person operation, would be lucky to actually spend 20 hours per week making frames, which is the only part of the business to earn money. I will repeat that; the only time this business makes an income is when a frame is actually completed. The consultation process, any marketing, time on the phone etc. are all expenses and do not produce an income, more on this shortly.

Another way to look at how many hours are spent framing per week in your business is to look at your weekly job listing. An average framer will probably complete say six individual frames per day. These are individual custom frames and are not all the same. So when making 6 frames per day and being open say 5 days per week means that 30 frames are made per week. The average time to make a single or double matted frame is around 30 – 40 minutes per frame assuming that it is just mat or matting, frame, glass, backing, hardware and hangers.

Note: these are averages over a number of frames and not for any single item which may take more or less time to complete. Thirty frames at say 35 minutes each means that you have or will charge for 1050 minutes or 17.5 hours of framing per week. Make 40 frames per week (8 frames/ day) and the weekly total time would be approximately 24 hours, well short of the 40 hours worked.

What If I Employ Staff?

What is the impact on the hourly rate if you are operating as a couple, partnership or employ additional staff in the business? Firstly your expenses go up with additional drawings/wages, insurance, superannuation etc. Secondly if you employ an individual just to do consultations or front of store, then the total cost of that staff member is an expense as they do not perform a task that makes the business any income.

Remember for a purely framing business, it is only a finished frame that earns an income for the business.

Your hourly rate will need to increase to offset the additional expenses. A sales person will state that if I don’t do the consult there will be no job or a marketing person will state that without me then the customer does not know about our product and there will be no work.

That is true, but unless they are taking a fee for the consultation or their work from the customer, then they are purely an expense as they have not actually added to the business income in a monetary sense. If they actually make frames as part of their role then their hours can be added in to the framing hours and the hourly rate adjusted accordingly. Don’t guess how many hours are spent framing, calculate it by looking at the number of frames completed per week and an average time to complete each frame.

So What Do I Charge?

So what hourly rate do you charge? There are businesses out there with significantly differing expenses depending on such variables as whether you operate from home, a large retail outlet, if you own your premises and equipment, offer specialist services, level of expertise etc. You need to look at your own circumstances and come up with your own rate and then review this at least yearly, preferably more often.

This is a basic business skill which will help you stay ahead of the pack and obtain a clearer picture of the costs and expenses associated with your business. I hope that the information presented here can help you better understand your business and charge appropriately for your services. ▪ PROFILE 29

framing workshop

THIS ISSUE IN OUR FRAMING WORKSHOP WE INVESTIGATE CORNER SPLINES AND DEMONSTRATE A SIMPLE METHOD TO TRY FOR YOURSELF

Corner Splines Corner splines have been around for a long time in both furniture making and picture framing.

The technique involves a wooden spline being inserted and glued into a slot or groove that has been cut in a mitred joint, adding strength and alignment to which ever join it is applied to.

Acting as both as a structural reinforcement and decorative effect, splines are a good way of injecting some individuality into the simple timber frame profiles so popular today.

While obviously more labour intensive and time consuming, the process creates a unique hand crafted item that clearly differentiates the work from the mass produced frames more commonly available.

The choice of timbers enables you to create contrast, using combinations of dark and light timbers to stunning effect.

Following are a few tips and one simple procedure for producing spline corners. The spline itself can be made from a range of woods.

In this article we used small ebony strips as the splines on an Australian Tassie Oak frame.

30 PROFILE

framing workshop

Firstly, measure the required length of the spline from the edge of the frame. In this instance we are using 20mm.

Using a good quality set square, mark this distance on the frame.

Measure down from the front of the frames to the depth you want the spline to sit. Here we used 10mm.

Once again use your set square to mark this.

Here we use the actual piece of ebony to mark the width of the cut out we need to make.

This is a corner with both rails all marked out.

Using a sharp chisel score the two ends.

PROFILE 31

framing workshop

Now we use a saw to cut along the lines to the chiseled ends either side.

A chisel is used to clean out the trench.

It is important to get a nice clean trench which will facilitate a nice tight fit with the spline.

Wood glue is applied to the cut out.

The wooden spline is tapped in with a mallet. (We are using ebony for this frame)

The ebony is then left while the glue dries.

32 PROFILE

framing techniques

A saw is used to cut the Ebony piece flush with the frame.

The cut is made leaving the spline just a fraction proud of the moulding.

It is then simply a matter of sanding the spline flush with the frame.

All that’s left is to give the finished frame a coat of wax.

A few finished examples suggest the possibilities available to those that wish to experiment with timbers and effects. â–Ş 34 PROFILE

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Miranda Smith CPF®, Gallery 360, Perth, WA Amongst other things, Miranda’s PPFA membership saved her 35% on her business insurance.

PPFA/PMA AUSTRALIA Unit 9/14 Frenchs Forest Road Frenchs Forest, NSW 2086 T: 61 2 9454 2444 F: 61 2 9454 2454 W: ppfaustralia.org E: pmaaustralia@pmai.org

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The order form can also be downloaded from our website at www.profilemagazine.com.au

Picture Framing Books & DVDs Profile presents a range of books and DVDs designed specifically for picture framers. We still have limited copies from the Vivien Kistler collection, as well as some additional titles by Jim Miller, Barbara Markoff, and Greg Perkins, and the FATG Study Guides. To order any of these great titles or others in our range, please fill out the form in this issue, or phone our office on 03 5975 3677.

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Book Collection

classifieds SALES REP REQUIRED Partos Plus is a well established privately owned company based in Heidelberg Heights. We offer an extensive range of imported and Australian manufactured picture frame mouldings to a large range of retailers.

We are seeking an experienced sales representative or someone with front of shop framing exposure to join our Victorian Sales Team.

Primarily responsible for:Well established Client base in Victoria.

Promoting current and new Partos mouldings to clients Following up and resolving customer enquiries and/or complaints expediently You will need:- Your own car and mobile phone, A positive attitude and commitment to customer service A strong desire to develop and grow a large existing client base.

This job offers a commission based salary with a guaranteed minimum income.

If this is the type of position that you have specifically been looking for, forward your resume and cover letter to darren@partos.com.au

BARGAIN MOULDING Stocktake clearance to make way for new mouldings.

50% OFF List Price Many and varied current mouldings in small bundles of 2-4 lengths each. All A-grade stock.

Call or email for more details.

Location – 190 Church St. Richmond Vic. carol@framedbyyou.com.au PHONE: 03 9427 7772

MOUNT BOARD CLEARANCE SALE

EQUIPMENT AND FRAMING ACCESSORIES FOR SALE XTREX COLD VACUUM PRESS 60inch x 40inch In good working order. No issues just surplus to requirements $700.00 ONO Jetmounter 26” Pressure Rollers by HotPress ROLLER PRESS WITH SELECTION OF MOUNTING FILMS 5 Films In great condition – Valued at over $4000.00 $ 1500.00 ONO AN AMAZING LIST OF FRAMING ACCESSORIES Most 50% off the wholesale rates from leading framing suppliers Email or phone us and we will send you a PDF listing all the items available.

Items are based Mid-North Coast NSW – Could be picked up from here or items could be collected from Sydney.

Call or email for further information 0433 129 005 or macthomasfamily@bigpond.com

PICTURE FRAMING EQUIPMENT FOR SALE Fletcher wall mounted glass cutter – Model F3000 For sale due to our upgrade to current model.

Good workhorse with nice action – only $290.00.

Also Ingersoll Rand Compressor 5cfm /50litre tank – We have upgraded to a larger unit. $50.00.

EMAIL: info@framedbyyou.com.au PHONE: 03 9427 7772 or 0409 221 6674

Conservation Mount Board from Canson Limited Stock. Only while stocks last: Item 1: Canson Conservation Board Item no: 400023440 Weight: 1220gsm Thickness: 1.8mm Colour: White Size: 500x700mm List Price: $9.87 per sheet ex GST Clearance Price: $2.00 per sheet ex GST Item 2: Canson Conservation Board Item no: 400023441 Weight: 1220gsm Thickness: 1.8mm Colour: White Size: 508x762mm List Price: $10.77 per sheet ex GST Clearance Price: $2.00 per sheet ex GST Canson normal freight conditions apply.

PHONE: 03 9701 8266 38 PROFILE

PICTURE FRAMING EQUIPMENT FOR SALE Items and sale price are: • Minigraf 3 V Nailer complete with custom made stand – $2450.00 ONO • Valliani V 110 Guillottine – $2400.00 ONO • Fletcher 2200 Mat Cutting Machine $2000.00 ONO Everything is in excellent condition and if someone would like to purchase the lot as a bundle, we will discount the sale price by 10% PHONE: PETER 0447 496 434427 7772 or 0409 221 6674

To place an advertisement in our classifieds section send an email to editor@profilemagazine.com.au

classifieds PICTURE FRAMING EQUIPMENT FOR SALE Picture framing equipment: Fletcher-Terry FT- 2200 Mat Cutter 60” inch. Excellent Condition, about 3 years old, comes in the original box. Asking $1350 negotiable (original price $3,290). PHONE: TED 0404 184 207

FOR SALE Cassese Guillotine - foot operated in perfect condition Model CS55M $2,200 ONO Must sell to make room, all reasonable offers will be considered. INCLUDES: • Standard 1.0mtr right extension arm, rear waste removal chute, pair of Cassese blades • Direct, easy-to-read, measuring scale • Patented spring-loaded rebate supports • Tool-less front blade height adjustment • Non-slip, extra wide foot pedal, for left or right foot operation • Quiet operation - no air or electricity needed • Blade safety locator supports for changing blades • Adjustable angled fences - for multi-sided frames • Left hand moulding support extension • Spare Blades • Plus Approximately 200 sticks of moulding, various brands, Marks, Megawood, Larson Juhl Located in Telopea, Sydney NSW PICK UP ONLY PHONE: 0414 254 634

Answers below to the crossword that appeared in our previous issue.

PROFILE QUIZ ANSWERS The Profile Quiz appeared in our previous issue. To find out how you scored here are the answers below.

QUESTIONS 1. What is the oldest known example of a picture frame being used to hang an image?

2. Why do mat boards have bevelled edges?

3. Would it be rude to offer your customer a double Passe-Partout?

4. What was on the cover of the first ever released issue of Profile Magazine?

5. What happened in Richmond, Virginia, U.S.A. in 1973?

6. Which Victorian sales rep was famous in the 1990’s for his distinctive long hair and pony tail?

7. Why does ‘Extra-Clear’ glass absorb less light than regular or clear glass?

8. What is the largest painting in the Louvre’s collection?

9. Which Australian moulding manufacturer was started by three migrant soccer players? (the clue is in the name) 10. Which famous musical identity coined the term “Giclee Prints”?

11. Which Italian Cities have hosted Picture Framing trade shows?

12. What kind of hat was worn by Profile’s anonymous international correspondent, and what is his true identity?

13. Who Said, “The most important thing in art is The Frame... without this humble appliance, you can’t know where The Art stops and The Real World begins.”?

ANSWERS 1. One found in an Egyptian tomb dating back to 2nd century A.D. 2. To avoid the mat casting shadows on the image.

3. Not if you are in France. Passe-Partout is the French word for a mat board.

4. A picture of Homer Simpson (on the preview issue).

5. The PPFA was formed.

6. Bob Stanton.

7. Because it has low-levels, or no iron in the silica used to make it.

8. The Wedding at Cana (1563) by Paolo Veronese.

9. Triart.

10. Graham Nash (of Crosby, Stills, Nash & Young fame).

11. Bologna, Milan, Florence, Rome.

12. A Pith Helmet, by our international correspondent Keith Hewitt.

13. Frank Zappa.

PROFILE 39

All States Frames Home to the industry’s most elegant mirrors

All States Frames are well known as the leading supplier for corner frames and mirrors. As well as a full range of framing supplies and consumables, All States Frames have one of the largest ranges of fabulous mouldings in the industry. Now you can get some of these great mouldings at amazing prices. All States Frames also has a fantastic range of mirrored furniture. All of this can be seen online.

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