#25

SHARED SUCCESS Kealey Farmer and her publisher take on the world

FR AME THAT! A Cornish framer’s biggest ever challenge BATIK TO THE FUTURE brought to you by How to frame this traditional art form EARTHTONES

4WALLSmagazine 3

[NPD ADVICE GUIDE]

GOOD DAY SUNSHINE! NEW Welcome to issue 25 of 4walls magazine in-store experience for your customers – your guide to the latest news, views and and we catch up with artist Edward Waite expert advice designed to give your following his hugely successful exhibition in RANGES business a boost. London’s west end. In this issue we sit down with award- 4walls favourite, Mal’s Masterclass returns winning artist Kealey Farmer and her for a special one-off guide to framing batiks At Arqadia, we are committed to a product development publisher at Wishbone Art to discuss how and Mark and Sandra Loftus of The Framing programme dedicated to providing our customers with their thriving relationship is delivering Gallery in Co. Galway offer some invaluable superb designs and a wide range of quality mouldings. As impressive results. We also hear from Jon advice on using your windows to entice part of this commitment we have launched three exciting and Price in Cornwall about how renowned customers into your shop. versatile new ranges in our summer collection. artist Ric Hyde gave him the biggest framing We hope you enjoy your read! As ever, we challenge of his career. love to hear your feedback so if you have Arqadia’s Steve Burke provides a any comments or a story for 4walls, do let [OUR PLACE] OUTBACK comprehensive guide to improving the us know. Kealey Farmer EARTHTONES Featuring a choice of seven subtle, earthy shades, all with a subtle silver edge, the Pauline Earthtones range is suitable for all types of artwork where a touch of colour is Pauline Hutchinson, Editor required. Finished with the popular distressed look, the range is both understated [email protected] and stylish. Available in two widths – 40mm and 63mm, the collection is FSC accredited, priced from £5.69 per metre and is available in single length or via our 4Walls by Arqadia @4WallsbyArqadia chop service. INSIDE THIS ISSUE OUTBACK Made from , these raw-looking mouldings come in subtle stains that will suit MAL’S a wide range of artwork. A wire brush has been used to expose the grain MASTERCLASS and there is fine, attractive detail along the lip. Also featuring a stained finish, the RETURNS Outback range comes in two sizes – 42mm and 63mm, and is priced from £5.90 per A guide to Batik framing metre pack. 12

CANFORD WOODLANDS WOODLANDS & CO This is a small range of mouldings in rich woodland colours with a profile and a generous rebate designed to complement a wide selection of artwork. Supplied in Framing meets antiques in friends’ London shop four subtle, natural colours - , Wenge/Black, Mid and /Black, the range has an exposed wood grain and a choice of sizes, with both 20mm and 40mm 14 available. Prices start from £3.99 per metre pack. HANDMADE SHARED SUCCESS PICTURE Artist Kealey Farmer and her publisher FRAMING Wishbone explain how their partnership Framer is set quite a is delivering results challenge by artist 10 Ric Hyde 22 ALSO inside: 03. New Product Launches 04. Jonathan Burrage/Nicole Wall/Art in a Corner 05. FATG Scholarship winner 06. Ed Waite 16. Sally Mitchell 17. Curo Gallery /Diary Dates 18. Flush, Flat & Mounting 24. Value added techniques 26. The Framing Loft 27. Ask the Experts 4 4WALLSmagazine 4WALLSmagazine 5

[NEWS] [NEWS]

MEET ARQADIA’S NEW MANAGING FATG SCHOLARSHIP AWARD DIRECTOR – JONATHAN BURRAGE discerning about how they present the Arqadia is pleased to announce that from be joining Arqadia at this exciting time After winning a scholarship, the 3rd July 2017 Jonathan Burrage is its and look forward to the opportunities sponsored by Arqadia, to cover things that they put on their walls. It offers so much more choice in terms new Managing Director, having replaced and challenges that lie ahead for us all.” study and examination costs for Mike Brown at the head of the company. of design. A bespoke framer has the Jonathan’s predecessor Mike Brown the Fine Art Trade Guild’s Certified Jonathan brings a wealth of retail and joined Arqadia in 2003 when Derek technical knowledge to advise on logistics experience to his new role. Masters, who founded the company, Framer (Accredited Professional appropriate materials to use within the During his varied career he’s worked for retired. Mike is taking a new role as Framer) – GCF(APF) – qualification, framing package to protect the artwork The John Lewis Partnership, Kingfisher, International President of Larson Juhl framer Jo Ronald talks to 4walls or object from deterioration. They also Roberts Radio and Magimix. Prior to where he will be responsible for all the bring their creative expertise in working about starting out in the industry. joining Arqadia Jonathan was managing businesses, including Arqadia, outside with the customer to design a frame that director of Baumhaus, a UK based North America. I had always liked the idea of knowing will complement the piece in order to furniture and logistics operation. Mike Brown said: “I’ll be working closely how to frame my own pictures, and I did bring out the best of what is being framed. A keen swimmer and cyclist, Jonathan lives with Jonathan in the coming months a weekend course with the UK School of Cheap ready-made frames have their place, in Hertfordshire with his wife Ann-Marie to ensure a smooth transition and I’m Framing back in 2011 to learn basic framing but can be a false economy for framing and has three children and two step- certain that everyone at Arqadia will and mount-cutting because my collection something someone treasures as it offers children. Jonathan is also an avid rugby fan. give him a very warm welcome. I have of as yet unframed prints had grown to little protection and may even damage the On taking his new role, Jonathan said: no doubt that he’ll be very successful as subject being framed longer term. Also, “Arqadia has incredible brand heritage, Managing Director and take the company ridiculous proportions and needed to be reinforced by a team of highly committed in new and exciting directions in the dealt with. unless what is being framed is a standard size, then the frame is unlikely to be and talented individuals. I am thrilled to coming years.” For a few years framing was my hobby; I correctly proportioned. did work for myself, friends and family and really enjoyed it. I had a 25 year career in Winning the scholarship for me means a FROM ONE GOOD CAUSE TO ANOTHER the outdoor recreation sector and when great deal and I am delighted to have been Framer Nicole Wall who, with her down and several van loads of remaining the opportunity for voluntary redundancy selected. It gives me an exciting opportunity husband Ian, runs We Frame It in stock was donated to R Community, a came up I jumped at it, wanting a change to consolidate what I know and add new Southampton was approached by a local local, not-for-profit organisation that of direction and new challenges. In 2015, I, skills and knowledge into the mix and to offers opportunities for adults with logistics company to frame a valuable, took the plunge and invested in professional be tested on this in the FATG GCF(APF) signed England rugby shirt that was to learning difficulties, mental health issues framing equipment and did further training. exam. It will give me a chance to prove be donated to a local charity auction. and dementia. From there, my business Jo Ronald Artisan myself as a framer and come away with a R Community then contacted local Nicole was happy to help and used Framing was born. clear “benchmark” for customers about Arqadia’s deep rebate black moulding to framers to see if they’d be interested the level of craftsmanship, knowledge and make a shadow box frame with spacer in buying some of this stock in order Framing appeals to me because it’s a standards they can expect from me. I like to raise money for the charity. Nicole and window mount to house the shirt. fantastic mix of technical and creative to think that I already offer high standards answered the advert and purchased As Nicole herself says, it wasn’t a fancy skills. There is so much more to it than of work, but gaining this accreditation will a selection of mouldings and spacer job but it met the brief for an auction four pieces of wood, some mountboard, a give assurance to prospective customers. I lengths and it was these that she used donation. back and some glass. It’s a craft that you for the rugby shirt. applied because I want to be the “real deal” However, this story has a pleasing final can take as far as you like, as there are so – there are a lot of framers out there, and A case of one very good cause leading twist as Nicole had brought the moulding many specialised areas you can go into. I I want to be one of the accredited ones. to another. she used for this job from a local charity. thrive on learning and developing my skills Gaining the GCF(APF) will also open the A framing shop in Portsmouth had closed www.weframeit.biz and knowledge, so I’m confident that it will door for me to be able to work towards keep me interested and occupied for the advanced accreditations through the Guild PRINTS OF A PAINTING CREATED BY rest of my career. in the future. AMERICAN BAND THE BANGLES AS A frame can make or break a piece of art Is it still possible to make a living as a PART OF ‘ART OF IN A CORNER’, A or an object. The right combination of bespoke framer? Ask me in five years! At CHARITY PROJECT CO-SPONSORED mount colour and design, moulding and the moment I am still building my business BY ARQADIA, ARE NOW AVAILABLE glass can make almost anything look like so couldn’t survive off it just yet, but TO BUY ONLINE. a million dollars. I have just re-framed the signs are positive and my business is a lovely oil painting that was very much growing steadily as my marketing improves The artwork sees The Bangles respond to 'Images of a Woman', the only painting ever “hiding its light behind a bushel” in a dull made by The Beatles, painted by the Fab Four in a Tokyo hotel room in 1966. and my customer network grows. I am grey frame that drained its colours and based in a very rural area, so it is always 50 years later, Debbi, Susanna and Vicki created a 30x40" painting, the same size as 'Images of a Woman', using materials similar to those used by The Beatles. Calling their flattened it. Now it is re-framed very going to be harder work growing my painting 'Images of a Garden', the band said, “We found ourselves drawn to botanical simply in an Arqadia moulding from the business than if I lived in a town or city shapes that suggested nature: probably that incessant, California sunshine to blame!” Coastal Range, and Arqadia Bright White with a higher population on the doorstep. A selection of limited edition prints and posters will be available to buy direct from Conservation mountboard and it looks There is definitely still an appetite from the campaign page and all money raised will be divided between Children & the Arts stunning. All the colours have come to life customers for bespoke framing though – I and Youth Music, two UK charities who together work with over 75,000 children and and it now has real depth. am often surprised at how far someone young people each year. has travelled to bring their framing to me. Bespoke framing is for people who value Visit www.pledgemusic.com and search for ‘Art in a Corner + The Bangles’. craftsmanship and originality and are Joronaldartisanframing.co.uk 6 4WALLSmagazine 4WALLSmagazine 7

[FEATURED ARTIST] [FEATURED ARTIST] BRITISH ARTIST EDWARD WAITE HITS THE BIG TIME WITH HIS FIRST CENTRAL LONDON EXHIBITION

WHEN THE OPENING NIGHT FOR YOUR FIRST EXHIBITION IN CENTRAL LONDON FEATURES A MCLAREN SPORTS CAR AT THE DOOR AND FREE-FLOWING TATTINGER CHAMPAGNE FOR YOUR GUESTS, THEN IT’S A FAIR BET THAT YOUR CAREER IS ON THE RIGHT PATH.

This was the scene at the Artefact “It was a dream come true”, says Edward wife on the PR and marketing side of the Gallery in Fitzrovia in London’s West End when 4walls caught up with him a few business”, Edward explains, “and we’d weeks after the exhibition. “London is in May of this year when artist Edward spent at least a year preparing for the Waite launched his “Lines of a City” still the centre of the art world in the UK and although I’d previously exhibited in exhibition. There’s so much to do and exhibition, co-sponsored by Arqadia. galleries around the edges of the city, this not just on the art side of things; we had Featuring work inspired by the London was my first time in a central location. I’d to find sponsors, secure the venue, plan cityscape and created using Edward’s say that this was a significant milestone the marketing, it all takes a lot of time. distinctive 3D methods, its week’s run on my journey as an artist and I’m still We were lucky to work with Art Circus, was seen by over 2000 collectors and smiling about it several weeks later.” a travelling art gallery who specialise in guests and marked a significant moment Lines of a City featured both new and in the blossoming career of this exciting older work by Edward and was a long pop-up exhibitions, who helped bring the Maclaren outside Artefact Gallery, Fitzrovia, London British artist. time in the planning. “I work with my whole event together.” 8 4WALLSmagazine 4WALLSmagazine 9

[FEATURED ARTIST] [FEATURED ARTIST] EDWARD WAITE CONTINUED

“We’re both delighted with how it all turned out”, Edward says Edward, “the frame changes a painting. Get it right and professional. “Arqadia has supported me since the start continues, “the hard work definitely paid off.” it takes a piece to a whole other level. But I see so many and I’m very grateful for their help. Also, my publisher The exhibition also gave Edward the chance for a rare talented artists who frame their work badly or cheaply and it Buckingham Fine Art Publishers have helped me get conversation with some of his buyers. “Being an artist can devalues what they’ve done. A cheap frame is never a saving. my work into the hands of buyers around the world be a bit of a lonely job”, says Edward, “and so it was great to I use different mouldings to appeal to different buyers and and I appreciate all of their efforts. But mostly, I’d like spend time chatting to the people who are buying my work. it’s something I take very seriously indeed.” to thank the people who spend their money on my paintings. Without them I’d literally not have a career.” It gives me great joy to speak to someone who likes what I Following the success of “Lines of a City”, Edward has no do; it’s a real privilege”. Edward continues: “Reaction to the intention of taking a break and he has some big plans for As our conversation comes to a close, Edward says work has been overwhelming. When I started there were 2018. “I’ve got a European roadshow in mind”, reveals Edward, he’s learnt two important lessons this past year: people who said that what I did mostly appealed to young “I want to travel to Vienna, Venice and Paris, spend time “Firstly, that I am very lucky to spend every day doing men, with its clean lines and architectural themes but now painting the wonderful architecture in each and then show the something I love and secondly that hard work pays off.” I’m finding that people of all ages, backgrounds and both work in local galleries. I’ve also got plans to go to New York This combination of genuine passion for his art coupled genders are liking and buying my work.” Expo next year, which in my world is about as big as it gets. It’s with a remarkable work ethic seem likely to ensure Being the son of professional picture framers, it’s perhaps no all very exciting.” Edward’s success continues long into the future. surprise that Edward has some strong opinions about what Edward is quick to thank those that have helped reach this www.edwardwaite.com the right frame can bring to a piece of art. “It’s very simple”, exciting point in his career, just five years after turning www.bucksfineart.com 10 4WALLSmagazine 4WALLSmagazine 11

[FEATURED ARTIST] [FEATURED ARTIST]

happier. “It was a complete shock and make suggestions but generally we let explains Jack. “But once we’d explained something I’ll never forget,” says Kealey. them have creative control. This allows how we could help, how we could take THE ARTIST AND THE PUBLISHER “After all these years in the industry it was great work to happen.” away all the headaches and simply make great to be recognised and was proof that the process more enjoyable she began to Wishbone does all its own printing – A STORY OF MUTUAL SUPPORT AND SHARED SUCCESS hard work does pay off. It means so much come around to the idea, having seen our in-house and is only one of 20 printers in to me to have won.” track record with others.” THE ARTIST rest of my life on the craft fair circuit, not give each a marketing strategy that was the UK to have been awarded the because there’s anything wrong with it but right for them. They me as an THE PUBLISHER prestigious Hahnemuhle Certified Status, The partnership between Kealey and Kealey Farmer has been passionate about in recognition of the quality of its printed Wishbone has proved very successful because I was travelling so much I barely individual with my own ideas and needs Wishbone Publishing has been in existence making art for as long as she can work. “We’ve recruited the best people indeed, with galleries snapping up her work had time to new work to sell.” and then treated me as such.” since 2013 and in a few short years has remember. As a child, she vowed to “paint we could find for our printing and Jack and team on hand to ensure that established itself as one of the most the whole world silver and gold if I could” After being signed with a publisher, it was In return, Wishbone took Kealey’s work department,” explains Jack, “and they innovative and successful fine art and has been working to make good on evident to Kealey that to succeed meant nationwide, made it more collectable by ensure we apply the same very high publishers in the country. It has more this promise ever since. some serious hard graft. “You have to producing only low-number editions and standards to the printing of work as we do independent accounts than any publisher work so incredibly hard to be successful,” connected her with some exciting to our artist relations.” After many years of painting in her spare in the UK and enjoys links to galleries explains Kealey. “It’s a tough, tough corporate commissions including painting time, in 2003 Kealey decided to make the around the world. Another one of Wishbone’s obsessions is industry and you need discipline and a unique design on a bottle of Luvienz leap to professionalism and gave up her matching the right frame to the right piece incredible levels of resilience to stand even champagne. As Jack Pridmore, Wishbone’s Head of successful career in project management of art. “It’s no exaggeration to say that a chance of making a living. The biggest Marketing, explains, the success the to become a full-time artist. Very quickly Kealey’s work began to sell in greater framing can make the difference between lesson I learnt was that you must treat company has enjoyed is a result of some Kealey’s work, defined by its colourful, numbers than ever before with buyers a good piece of art and a great one”, says your art like a business, with all that this smart thinking combined with a near- stylised images and imaginative use of around the world warming to her inclusive Jack. “Our artists trust us to present their implies in terms of management, targets obsessive pursuit of quality. “We keep a her career continues to flourish. reflective surfaces, began to sell but, as style with its universal themes of love, work in the best possible way and so our and delivering results. You still need very small roster of artists on our books,” Kealey explains, it wasn’t a very romance and friendship. “What I paint is team invests a huge amount of time in Earlier in the year, Kealey was named the creativity and inspiration of course, but says Jack, “and this means that we can give glamorous time. real,” says Kealey. “All the emotions come selecting mouldings. It’s never, ever an Best Selling Published Artist 2017 by the these are never going to sell anything on them levels of support that few can match. directly from me; I don’t overthink my art arbitrary decision.” Fine Art Trade Guild, an award that didn’t “I’d just finished maternity leave and was their own; you need a strategy.” We’re not interested in one-off sales; we but work organically from brain to hand surprise Jack in the slightest. “People buy travelling around the country with my aim to help our artists build a career over Jack is justifiably proud of Wishbone’s Kealey parted company with her previous and this means that the results are open into Kealey as a person as much as the art own stand, setting up at craft fairs and many years which is why we offer each of portfolio of artists, featuring, as it does, publisher to become independent and only and honest. My art reflects who I am. she makes,” says Jack. “She’s so open, trying to sell my work. Not ideal when them a three-year contract minimum as a some big names whose work sells in large met with Wishbone Publishing a few People respond to this”. warm and inclusive and this shines through you’ve got 2 very young children to look sign of our commitment to them.” amounts both in the UK and abroad months later in order to rule out working in her work. It’s no wonder she’s as after! That said, I did make an effort to “Art is about making a connection,” including Paul Oz and JJ Adams. One of with one again. However, this meeting Another of Wishbone’s defining principles popular as she is.” ensure my stand stood out from the concludes Kealey. “That’s why it sells; Wishbone’s most popular artists is Kealey didn’t quite go to plan as Kealey was is to free up an artist’s time so they can crowd and on the whole, this worked and people connect with it, they fall in love Farmer, whom Jack is very quick to praise. “Most people don’t buy art purely as an impressed by what Wishbone could do for concentrate on the process of making art. I was selling paintings and earning money.” with it and then they have to have it. With “She’s one of the most hardworking investment,” concludes Jack. “They buy it her. “From the off it was obvious that this “We want to give them a clear mind,” says Wishbone I’ve been able to make people we’ve ever seen,” says Jack. “The as an antidote to the stresses of everyday In the early years, Kealey was very clear of was going to be a productive relationship; Jack; “Artists shouldn’t have to worry connections with a much wider range of sheer number of hours she puts in to her life and to benefit and further enjoy their the direction in which she wanted her they clearly liked my work and wanted to about logistics, marketing, finance, all people than I would have done on my own art is astonishing and leads to work of a own. There’s no more effective antidote make it as easy for me to produce more of those kinds of things. We want them in career to head. “All that mattered to me very high quality indeed.” than Kealey’s art; I hope our collaboration and for this I’m very grateful”. their studio doing what they do best so was getting into galleries”, Kealey says it. They trusted me and gave me total continues to grow and thrive for many we handle everything else. When they Before signing to Wishbone, Kealey was with feeling. “Looking back now this creative freedom,” Kealey continues. “I As for her recent award from the Fine Art years to come. seems a bit naïve but at the time it was all also liked their reasons for maintaining Trade Guild for being the best-selling come to us to ask our thoughts about a keen to remain independent. “In many I cared about. I didn’t want to spend the such a small roster of artists so they could artist of the year, Kealey couldn’t be new piece or collection then of course we ways, she was doing very well without us,” www.wishbonefineart.co.uk 12 4WALLSmagazine 4WALLSmagazine 13

[MAL'S MASTERCLASS] [MAL'S MASTERCLASS]

I needed to decide the final outer dimensions of the batik; I wanted to view a border of approx. 10mm around the dyed image and this needed to be added to the 10mm depth of the moulding sight edge. I marked 20mm around the batik using an air erasable marker which also equates to the size of the conservation quality support board.

Cotton Museum tape was used for the tabs which were placed around the perimeter of the batik and up to the line marked. I used three tabs along each side but in retrospect I should have Our batik was purchased from a possibly used four, placing one at each traditional artisan in a very small village corner and the other two equally spaced. in the shadow of the ancient rock For the support board I used 2400micron fortress of Sigiriya. It depicts an elephant SSS058001(Snow White). This was cut and then cut a similar sized piece of (tusker) in full temple regalia and ready to size. mountboard (SSS008968 Onyx Black). to participate in a religious procession. After burnishing both sides to ensure a Of note are the lines of dye on the good adhesion I stuck the mountboard background that are a result of the wax on one side. This was then cut to size in cracking when dry allowing the dye to my Valiani CMC using the 90deg cutting penetrate through the cracks. head. When fixing the spacers into the As a fabric there are a number of frame, the glass is placed in the frame methods of support. I have previously framed a batik using an overthrow clip mount and treating the batik as artwork on paper using ‘T-Hinges.’ In the case of close framing, I have read a number articles where items have been supported by using ‘V-Hinges’ placed around the artwork and in one case wrapped around and secured on the verso of a support board. I decided to The batik was placed face down on a use this idea as I did not believe that clean sheet of mountboard and the and the spacers cut to size. First, the there would be any problems with support board positioned as required. top and bottom spacers are fixed in place either tape removal or adhesive residue This is easily achieved as the image is followed by the sides. This is to ensure issues when using cotton museum tape visible on both sides. The tabs, along that, should the adhesive fail, the top (999000031). I decided to use a number with the extra material, were folded spacer does not fall inside the frame. of hinges placed around the batik and over the support board and a cross Once the spacers were firmly in place, wrapped onto conservation quality member secured the tab in place. The CLOSE FRAMING A There are several issues to the supported batik along with the support board. middle tabs were secured first followed which the framer should be backboard were assembled, pinned with by those close to the corners. The batik aware before framing. Framers Points, taped and bumpers along was slightly misshapen but this was easily 1. The batik may still have residues with ‘D-Rings’ and poly-cord attached. made during the stretching. of wax impregnated in the cloth. This should be pointed The moulding, 261250 black Komodo BATIKThe art of Batik traces its origins back centuries to Indonesia(Java), the out to the customer. Wax can was cut to size, glued and pinned; the be removed by ironing the batik glass Clarity AR92 and backboard were Indian sub-continent and parts of Africa. It is the technique of decorating through brown paper. This also cut to size. The final job was to a cloth base using a wax-resist method of dyeing. Wax is applied to the should be done by the customer. work out the size and cut the spacers. I cloth blocking out areas which are to be dyed, the wax resists the dye and make my own spacers using foamboard 2. If bought from traditional remains the colour prior to waxing. This process can be repeated on a and mountboard. I had plenty of room artisans the dye is almost number of occasions each adding a different colour to the design. Once within the rebate of the moulding and certainly fugitive and will fade the final dyeing is complete, the wax is washed from the cloth and ready for decided to sit the batik well away from unless UV filtered glass is used. display. Modern and contemporary batiks can be designed using differing the glazing at a distance of 15mm. Using methods of wax application and application of the dye e.g. stencils, etching. 3. Confirm with the customer the 3mm foamboard, I covered both sides Mal Reynolds GCF Adv Whilst it is common for batiks to be done on cotton, silk and other natural correct side as this may be with high-tac double sided tapestry tape www harlequin-frames.co.uk fabrics may also be used. difficult to determine. 14 4WALLSmagazine 4WALLSmagazine 15

[BUSINESS FEATURE] [BUSINESS FEATURE]

CANFORD & CO,

Their website (powered by Shopify) is backed up with a Google Komodo to give them a traditional-yet-modern look, so they’ll between our two homes. There’s a well-known row of antique It’s been a whirlwind year since Annabelle Adwords campaign. suit a Fulham home. A few years ago a framer would have put shops on Lillie Road and Fulham Cross is a hub of bathroom Dodd and Lucy Shapland opened Canford & pictures like these straight into gold swept frames, but that’s and interiors shops, so people come here with home décor And what about framing? What sells in Fulham? ‘Our typical not what our customers want.’ Co, a framing and vintage homewares shop in mind.’ The next step was pacing round the neighbourhood Fulham homeowner wants something discreet and tasteful. in Fulham, west London. They’ve framed looking for estate agents’ signs, talking to shop owners and Nothing too bright or gold, maybe just a dull gold sight edge or ‘We used red Komodo on an extremely bold 1950s abstract everything from Jurassic fossils to Indonesian getting in touch with local landlords. a bit of aged silver. Driftwoody distressed frames are popular painting. Our customer brought it in, in a very expensive dark and they feed into the French vintage aesthetic that customers wood frame, but wanted something more impactful. We used shadow puppets, and their trips along the After a few weeks a shop on a busy bus route was found on see when they walk into the shop and look at our homewares. the same frame on a pair of Balinese bamboo fans, which our motorways of Britain and France in search of Dawes Road, rented direct from a private landlady. The shop Mounts with hand-painted are popular, as they look customer bought for a few pence, but the framed objects look enticing antiques get longer each time. is small, but there’s a basement where the framing workshop is obviously bespoke and are quite subtle. Each area of London really arresting.’ located. The ladies cut mounts and finish frames upstairs, in view It started with an email: ‘Shall we open a framing shop?’, ‘Yes!’ is different; we know a framer in Hoxton, east London, who of passers-by, while the messier work is carried out downstairs. Angus faux-leather mouldings sell at Canford too. ‘The leather came the reply, ‘And we can sell antiques too!’ At the time mainly sells white boxy frames. That’s because people round finish gives the frame a soft warm feel. It looks unusual, but in Lucy was living in the south of France buying antiques and Canford & Co are great fans of Framiac pricing software. there live in modern flats and converted commercial buildings, a subtle way which denotes quality. We sometimes combine writing a novel, while Annabelle was keen to start a framing ‘When you start you have no idea what to charge, and Framiac whereas our customers live in Victorian houses with modern Angus with a muted gold slip. We’ve used it to frame traditional business after many years working at the Fine Art Trade Guild. gives us confidence that our prices are fair and consistent. kitchen and loft extensions so the traditional-yet-modern look male portraits, calligraphy on vellum, African wildlife paintings ‘We’ve been friends since school, and our mothers have long Updating Framiac each time a new supplier catalogue comes is spot on.’ and modern Scottish snowscapes, so it’s certainly a versatile been telling us to start a business together, so the timing just out is easy, so we know our prices are up to date’ seemed right.’ One of Canford’s most popular Arqadia mouldings is Brittany, frame.’ The duo would also recommend Xero accounting software which has a highly distressed rustic look. ‘Our customers So what are Canford’s future plans? ‘We’ll continue targeting local The first step was training with Lyn Hall GCF Adv at Fringe and iZettle card processing. ‘Xero is integrated with our bank like the white and sage variations. We framed a double-sided homeowners via social media, door drops, Google Adwords and Arts, then began the search for premises and lots and lots of account so it’s easy to keep track of cashflow. It prompts us Renaissance drawing which was on paper almost exactly the window displays which make people stop and look. We will be admin. ‘Starting a business involves about 100 different logins to keep our records up to date and our accountant can log in same shade as the sage finish, and it looked fantastic. We often developing our online customer based by investing in promotions and passwords,’ they explain. ‘There’s banking, companies as well. iZettle is completely flexible; we aren’t tied in to any use the white version on seascapes, as it looks like driftwood, which direct people to our Etsy shop. We are also booking stands house, the Inland Revenue, web and email, framing suppliers, contract and there’s no initial outlay, we just pay a percentage and white Brittany also looks excellent on the vintage flower at a few select Christmas fairs, where we’ll sell framed pictures accounting software, credit card payments, insurance, social on each sale. If we have a good month, iZettle reduce the paintings which we source and sell in the shop.’ and antiques, and promote our services as bespoke framers.’ In media and lots more. And then there were all the people who percentage and credit us with the difference. We can use it at Arqadia’s Komodo mouldings are another winner at Canford. between times the ladies will be sourcing antiques and making patiently explained how hard it is to start a business from Christmas fairs too.’ scratch. But we were determined to make it work.’ The obvious thing to do with these distressed lacquered frames. Social media is important to Canford & Co. They are gradually mouldings is to use them to frame south east Asian and ‘We decided on Fulham as it’s a prosperous area, but shops developing loyal Instagram and Facebook followings, and quite a Chinese artworks, but Canford find they have much wider can be affordable. Two framing shops in Fulham had recently few sales are made that way. They’ve just opened an Etsy shop, appeal. ‘We bought three Victorian oil paintings, traditional closed, as well as one in Putney, due to the owners retiring, so which they are promoting with boosted social media posts. still lifes by an artist called Evelyn Chester, and we used cream there was room for a new one. Also, Fulham Cross is half way www.canfordframes.co.uk 16 4WALLSmagazine BUSINESS IS [BUSINESS FEATURE] DIARY DATES

BLOOMING BEYOND CARAVAGGIO for Sheffield Framer SCOTTISH NATIONAL GALLERY UNTIL 24 SEPTEMBER 2017 Bev Coukham, owner of Curo Gallery in Hillsborough, Sheffield, is Works by painters who were inspired by the dramatic pretty sure she now believes in fate. After a 30-year career working for close-ups and powerful contrasts of Caravaggio. The a local authority, Bev wanted a change of direction and sought the exhibition features canvasses by such diverse painters as Orazio Gentileschi, Valentin de Boulogne and advice of a career coach. She was told to imagine she’d won the lottery Gerrit van Honthorst, all of them united by a desire to and could pick a new career based on what made her happiest. celebrate or recreate the work of the Italian master. For Bev this was an easy decision and Bev also frames flowers, creating Free to all she was straight onto Google and with beautiful pieces that are proving very her first search found a local framing popular. She’s also had success with JESSICA WARBOYS and gallery business that was for sale. what she calls ‘memory boxes’: box TATE ST IVES Bev explains, “It seemed like too much frames containing not just flowers but UNTIL 3RD SEPTEMBER 2017 of a coincidence to ignore. I’d always items of significance from peoples’ lives. Commissioned to celebrate the reopening of Tate had a passion for art; my grandfather “I’ve framed ultrasound scans, hospital St Ives following extensive refurbishment, Warboy’s was an artist and it’s been a lifelong tags from newborn babies, casts of giant Sea Paintings were created via a unique process interest. And just when I was looking hands and feet”, says Bev. that included dipping them in the sea itself and using for something new in my life, here was a the waves, sand and salt to guide the finished work. As an avid user of Pinterest, Facebook gallery down the road that was for sale. and Twitter, Bev is certain that time Adult £8.25 – Children free It didn’t take long for me to make my invested in the digital side of the mind up!” business is very worthwhile. PICASSO: CERAMICS FROM This was two years ago and after a period THE ATTENBOROUGH “We’re a visual business so it makes spent learning the basics of the trade COLLECTION sense to use our website and Facebook under the watchful eye of the previous to show off what we can do”, says Bev, YORK ART GALLERY owners, Bev, along with husband Des, “and Twitter is great for connecting to UNTIL 5TH NOVEMBER 2017 was ready to go it alone and shape the A rare chance to see items from the least Curo Gallery in their own image. customers, letting them know what’s currently for sale and sharing positive celebrated area of Picasso’s oeuvre. These ceramics “From the start, we were clear that feedback about our work.” feature many of the artist’s favourite themes - we shouldn’t just be framing women, bulls, owls, and fauns and are as a strange pictures”, says Bev, “There’s so much However, regardless of more modern and beautiful as anything he committed to canvass. that can look great on a wall. Our mediums, for Bev the most important Adult £7.50 – Child free with paying adult motto at the shop is that we’ll frame marketing tool for the Curo Gallery is artists is the 45 years that she’s been selling the work of John anything; if it fits in a frame then we good old-fashioned word of mouth. SALLY MITCHELL: “Recommendations are everything”, says QUENTIN BLAKE: THE ONLY Trickett. “I first met John not long after he’d retired from will go ahead and put it in a frame.” WAY TO TRAVEL Bev, “they are the number one priority professional football”, remembers Sally. “He’d had a couple of local Bev’s willingness to frame less and it’s thanks to people talking well of JERWOOD GALLERY FINE ARTS traditional items has led to a portfolio exhibitions and when he brought two paintings to show me, what we do that the business continues UNTIL 15 OCTOBER 2017 of work that ranges from the relatively NOTTINGHAM I bought them then and there. Many years later and he’s one of the to grow. And that’s good news because I Best known for his illustrations accompanying the mundane, cricket balls, footballs and best painters of dogs in the world. That’s such an achievement.” absolutely love what I do.” work of Roald Dahl, Quentin Blake’s largest ever Sally Mitchell, owner of Sally Mitchell Fine Arts, a thriving business rugby caps, through to more outlandish solo exhibition shows his range, singular imagination When you look at Bev’s work, you’d be and museum in Tuxford, Nottinghamshire, has been in the art Sally’s impressive Tuxford base is large enough to host both her items such as horseshoes, handcuffs and political preoccupations. Work of all sizes is on forgiven for thinking that her success world a long time, 48 years to be precise. When she speaks, she gallery and her award-winning Museum of the Horse. “It’s an old (she didn’t ask) and even a sword. display, from postcards to murals the size of a wall. has a lot more to do with her talent coaching house and it came up for auction after a developer had “One that made me laugh a lot was a does so with the authority of someone who’s seen a lot over the Adult £9.00 – Child 5-16 years £3.50 single frame filled with 28 ties that a and expert eye rather than any years but she clearly retains a passion for what she does. Sally is decided they didn’t want it”, says Sally. “It’s a lovely old place and class bought for their teacher at the end intervention by fate. However, what’s suits the business very well. It’s great to be in the centre of the the author of “The Dictionary of Equestrian Artists”, which of year”, remembers Bev. “The thing certain is that the Curo Gallery WILDLIFE PHOTOGRAPHER OF remains the definitive work on the subject. village; you certainly can’t miss us. It’s also given me room to host a was that they didn’t use school ties as provides an example of how some THE YEAR 2016 mega-scanner which allows me to publish in house and do repro imaginative thinking can help an Sally’s gallery is housed in an old coaching house located in the you’d might think; they’d made the NATURAL HISTORY MUSEUM work for others.” effort to find 28 of the worst coloured independent framing business to thrive. UNTIL 27 SEP 2017 centre of the village; a large, beautiful building that you’re unlikely ties you could imagine. It was hilarious.” www.curogallery.co.uk The annual celebration of breath-taking wildlife When it comes to framing, Sally is forthright in her views. “Often to miss as you pass by. In the same building Sally has created The photography brings together 100 of this year’s best Museum of the Horse. artists don’t have a clue when it comes to choosing a decent entries, including Tim Laman's winning picture of a frame”, she says. “This is why the framer is such an important part Sally’s specialism is sporting art, encompassing equestrian, dog and critically endangered Bornean orangutan perched of the process. A skilled framer can and should pick a moulding that high above the Indonesian rainforest. country scenes. “It’s a niche market”, explains Sally, “but it’s one shows off the art while retaining a style of its own; it’s a tricky thing that remains popular. I’ve got customers all over the world and of Free to all to balance but our customers tells us that we get it right.” all ages.” One glance at Sally’s website shows that she meets the GILLIAN AYRES With an online store that accounts for 50% of sales, until the demand for sporting art with an impressive roster of artists, many NATIONAL MUSEUM CARDIFF Christmas period during which the website sales increase hugely, of whom with which she’s enjoyed very long term relationships. 8 APRIL - 3 SEPTEMBER 2017 Sally is very positive about the current state of the art market. “It’s the artists who are at the centre of everything I do. Without This is the largest exhibition ever shown in the UK “People are definitely investing in art”, she says, “but I’m certain them I wouldn’t have been in business for all these years”, says Sally. of the work of Gillian Ayres, a pioneer of abstract that it’s not for the potential returns they might see; they buy art painting. Covering her career from the 1950s, “I don’t like commissioning from them. We might have a chat about because it makes them happy. It’s the same reason I’ve been in the when she was at the forefront of the emerging what they’re planning to do next but they know what sells in the British scene, to the 1980s, it includes both major business all these years: it gives me pleasure.” gallery and I just let them get on with it. I firmly believe that artists paintings and pieces from her own collection. There’s few who’d argue with that. do their best work when they’re free.” Free to all The longest standing relationship that Sally has with one of her www.sallymitchell.com 18 4WALLSmagazine 4WALLSmagazine 19

[HOW TO] [HOW TO] FLUSH, FLAT,

AND FLOAT MOUNTINGby Chris A. Paschke, CPF, GCF The process of mounting includes an image, the application of some form of Flush, flat, float, and plain mounting are all techniques involving compatibility between inks, printing techniques, and media prior adhesive, and a substrate all bonded together to hold art flat for framing. Materials how an image is applied to a substrate. The image type and size to mounting. Media is the material a digital image is printed – lithograph, RC photo, digital print – will most often dictate onto and not a mounting substrate. Flat mounted images are vary depending on the design and display, as do the techniques required. Standard the type of adhesive or method for the mount, but the design also candidates for vinyl laminates in a hot press or polyester adhesives fall into wet, spray, pressure-sensitive, and hot dry mount categories, but and display will determine the technique used. Prints could be roller lamination, both used as a glass substitute. the possible techniques and applications may utilize more than one type of adhesive. heat sensitive (over 150˚F), too large for a dry mount press, Flat mounting is the technique of choice when photographs are or layered as a collage display, which would require multiple submitted into competitions, the idea being the elimination of adhesive applications. frame, glazing, mat, or anything that distracts from the photo. Competition boards are frequently 16"x20" and between 1⁄8" DRY MOUNTING to 3⁄16" thick, with 11"x14" to 14"x17" photos permanently When the edges of a mounted image are covered by a window flat mounted with tissue to the centre. Since wet and spray mat – as a resting place for the eye, to cover an uneven edge, or as a spacer to suspend the art from touching the glazing – the tissue does not need to be even or trimmed to fit behind the art prior to mounting. To dry mount, cut a sheet of tissue 1" larger than the print, tack in place to the substrate, mount, cool under a weight, and book hinge a window mat to the mount. Mounting with tissues that don't need to be hidden, or when using heat-activated (HA) foamboards, allows the adhesive to remain visible – as a tissue or the gloss of a mounted HA board after mounting – and requires use of a window mat or flush mount trim for display.

FLAT MOUNTING Flat mounting, or plain mounting, should happen when an image is mounted directly to a decorative backing board, usually a An image ready for glazing and framing may also be laminated to coloured mat, which functions as an economical border that eliminate the need for other glazing. (Inset) The image is mounted replaces the window mat. This method is a little more time directly to the centre of a decorative backing (mat), eliminating the intensive if boards are cut to size first, in which case the image need for a window mat. This is an economy method of display not must be properly aligned, tacked, and mounted, and if no finished intended for fine art. mounts are to be placed directly against glass in the frame. This is an economy method of framing not intended for fine art. Generally, flat mounts are dry mounted with a permanent adhesive, but images may be wet glued, spray, or P-S mounted as long as the adhesive application is controlled. Always take care in the selection of the adhesive method to ensure

When mounting to cover with a mat, the tissue does not need to be Trimming the outer edges of the art after mounting eliminates the need even or trimmed to fit behind the art. Simply mount and book hinge for a window mat as the art covers the entire board. Pressure-sensitive The image is mounted to an oversized sheet of tissue to the mount board (substrate). This is faster than flat mounting. the window mat to the backing. mount (L) and dry mount (R). 20 4WALLSmagazine 4WALLSmagazine 21

[HOW TO] [HOW TO]

Flush, flat,and float mounting continued

and the rollers eliminate the need for other coating or surface substrate with a white glue or neutral pH 3M Jet-melt polygun protection. Plaquing has been commercially popular throughout TC and pH neutral #3797 glue sticks. Canada and in chain stores selling inexpensive wall décor. It is If a solid decorative edge is desired, a single 8-ply or mounted popular for signage but not fine art. double 16-ply solid core board may be created with a colour edge to enhance the art. Trim the image face up from the opposite side FLOAT MOUNTING

A basic dry mount may be tissue (L), film, or HA board. Since the adhesive is visible in these cases through color or surface gloss, they require a window mat or flush mount trim for display. Premount the art to a sheet adhesive for flat or flush mounting, adhesives are best controlled when they are applied to the substrate rather than directly to the art, flat mounting limits then trim the image to the exact size, tack, and mount a final time the use of wet and spray adhesives. to bond. (Clockwise from top) Unmounted image; premounted to adhesive; trimmed and flat mounted to decorative mat. A single sheet may premount numerous images that may be puzzled PREMOUNTING onto it for maximum use. Align, tack, and mount. Unlike basic dry mounting, flat mounting requires all the tissue FLUSH MOUNTING When trimming for a flush float, use your manual mat cutter or Flush mounting is the bonding of an image to a mount board that to be covered by the image. It should extend to the edge of the of the print to best align the blade to the edge. If using a CMC, is trimmed to the outer edges of the art after mounting using a hand-held cutter to align and trim to the edge of the art. print to prevent lifting or peeling, and not be precut 1⁄8" smaller you will need to experiment with the setting to determine the straight blunt square cut. This method eliminates the need for a than the print. Premounting is a method of mounting the adhesive As an alternative to starch-hinged float platform mounts, float alignment of the trim, and you may be limited to the maximum window mat as the art covers the entire board. Flush mounting to the verso side of the image, trimming the outer edges to exact mounts are a more commercial version used for images that are thickness of the substrate of your float mount. is popular for economy framed prints and images that are to size and shape, then mounting that adhesive-coated image to the replaceable open editions and non-collectibles. Invasive float be laminated as a glass substitute. By selecting black or white selected substrate. It is a technique required for centering or mounting uses adhesives rather than starch but implements a IN REVIEW randomly placing images on decorative substrates as when flat foamboard, or color coordinating 8-ply solid core boards, the similar concept of lifting the image from the support backing, Many people believe that flush, flat, plain, and float mounting are mounting to sized substrates. Once backed with adhesive, images edging becomes a finished look that goes with the art if used as making it appear to float within the window or box frame. Align all different words to describe the same mounting technique – but may be mounted as a single image, multiple image collections, or an unframed sign or temporary display. tissue or place images on HA board, tack in place, and mount. they are not. Flush mounting is when the image is mounted as a overlapping as a collage, though edges may show through thinner Bulk flush mounts may also be created by mounting multiple Once cool, cut each image using a straight blunt cut, reverse bleed clear to the edge of the substrate. Flat, or plain, mounting is digital prints. pieces on a large single 40"x60" foamboard that is 3⁄16" or ½" bevel cut, or traditional bevel cut to create a finished look. The the clean, fully bonded image placed somewhere on a decorative thick, and blunt cut into individual signs or prints using a straight Bulk premounting numerous pieces can save material and time float mount is then centred within the window mat – with added board with no visible sign of adhesive, thus eliminating the need for edge or wall cutter. This process is efficient and also works with on a large project. Cut a single sheet of tissue to accommodate spacers and lifters – and mounted to the selected decorative a mat. Float mounting secures artwork to a thick rigid substrate high-tack pressure sensitive boards and rollers. the images that require premounting, align loose images, tack that is trimmed to the outer edge and then placed within the in place, and mount in a heated vacuum press. Trim to size and opening of the window mat so all edges are visible. shape after cooling. PLAQUES Substrates and media vary; framers are not always mounting paper to Art that is flush mounted to wood and then laminated is known Premounting fuses the adhesive to the back of the photo or print paper anymore. Now, twenty-first century images can be mounted to as a plaque. The image isn't required to go clear to the edges, but and, once trimmed to final mount size and shape, will never show, aluminium composite material, honeycomb panels, foam, acrylic, and that is generally the case. The substrate is MDF, , pine, even after bonding to the substrate. Commercially presized tissue more. All the techniques mentioned have their place in framing, and sanded , or another wood product that has a finished sheets (8"x10", 16"x20", etc.) may be slightly larger or smaller understanding them, as well as adhesives, will better prepare you to edge and could be decoratively routed, blunt, or bevel cut. The than their designated cut size, and hand-sized sheets – cut to handle more projects that cross your design table. match exactly – can expand in the press and, although not visible raw wood is sanded and stained or painted to complete the look. More information and diagrams about flush, flat, and float before mounting, may show a thin white edge after bonding. The mounting and lamination may use heat-set vinyl or polyester, techniques; adhesives; and mounting methods are available in The Mounting And Laminating Handbook, Third Edition, available from PPFA Online Store. More on plaquing is available in Creative Mounting, Wrapping and Laminating, also from PPFA Online Store. PFM This article has been reproduced with permission from Picture Framing Magazine (September 2016) www.pictureframingmagazine.com

Select a black or white substrate as needed when creating a flush float, whichever is most decorative or required for the design. Foam is Secure art to a rigid substrate that is then blunt, bevel, or reverse bevel The raw wood edges may be routed into a decorative trim and Chris is a popular instructor at The National Conference and pictured, but 8-ply rag can also be an option. trimmed at the outer perimeter of the art so all edges are visible. stained or painted to finish the look. will share more of her mounting expertise in Las Vegas. 22 4WALLSmagazine 4WALLSmagazine 23

[BUSINESS FEATURE] [BUSINESS FEATURE] JON PRICE: HANDMADE

Jon Price is a framer, surfer, musician, swear words - swearing in frustration being, in my PICTURE FRAMING husband & father. His business, Handmade experience, a regular part of bespoke framing. Picture Framing, is located near Bude on the I worked out that if I set one of the Morso cutting fences to the opposite angle of the angle needed then the cut North Cornish coast. Here he tells 4Walls on the other side would be correct. In other words, if I about his first encounter with renowned wanted a 37.5 degree cut I should set the opposite artist Ric Hyde, a commission for his most to 52.5. However, that meant cutting freehand with no challenging framing project to date and why fence to keep the frame moulding at the correct angle it’s currently kept hidden away. on the last couple of cuts. It also meant the longitudinal (end) stop that ensures the moulding is cut to the correct A few months ago, a gentleman came in to my workshop length was of no use. At this point, I could have sought to enquire about buying a few lengths of frame moulding. advice from Arqadia’s Ask the Experts who, with their Within minutes he was causing chaos, tipping over wealth of experience, were bound to have solved similar pictures and knocking down display chevrons as he issues. I could also have spoken to the joiners just down wheeled about a three-metre length of gold moulding. the road to see if they could mitre the necessary angles. This was my introduction to Ric Hyde, one of North However, I had ordered spare moulding, just in case, and Cornwall’s most prominent artists. Surprisingly, given the had nothing to lose. So, I set the opposing fence angle at circumstances, it didn’t take long for the very apologetic 52.5 degrees, put the moulding on the Morso ready to be Ric and I to build a rapport. cut, with a pencil mark to indicate where the cut should Ric, known for his unique painting style which portrays his be, and taped a straight piece of wood to the support sometimes serious, sometimes ludicrous view of human arm to act as a temporary fence to hold the moulding in nature, moved to North Cornwall over 40 years ago to position for the last few cuts. It worked - all four pieces escape the London scene. Now 81, he told me he had cut at exactly the right angle. always framed his own work, but was unsure of what to The next problem was joining the pieces using my foot- do with a recently finished triptych. As I made suggestions operated underpinner. For those who don’t know, this he casually asked, “I suppose you wouldn’t consider type of underpinner has a fixed 90-degree guide to help making a pentagonal frame, would you?” At this point most hold the pieces of moulding in position as V-shaped nails sensible framers would have laughed, said something like, are inserted into their underside. Along with glue, these “of course not!” and quickly dismissed the idea. But I love V-nails hold the pieces of moulding together. I should also a challenge and like many bespoke framers, I like to think mention that I was using a Larson Juhl Spoleto bronze I can frame almost anything. Besides, I had experimented scoop moulding. A lovely moulding, the only disadvantage a little with unusual-shaped frames. So, that’s how I ended being that scoop mouldings tend to push apart during up agreeing to frame not only an irregular pentagon underpinning. Luckily my underpinner had a guide to but also the two irregular quadrilaterals that made up help with this, as long as the join was at 90 degrees. the triptych. These turned out to be among the most In situations like mine where the joins were 75 or 110 challenging frames I have ever made. degrees the guide was about as much use as... cue more The first thing I did was to work out the exact angles swearing. involved. Ric’s paintings were my guide but the board he The solution? Muscle power. I simply held the moulding in had used wasn’t perfectly straight. The internet made it place as well as I could. easy to find the correct name for the shape of each piece and more importantly the total sum of their angles. This I must say; I was pleased with the end result. I’ve seen meant I could check that my calculations added up to the very few examples of irregular-shaped frames and the correct amount. For those whose GCSEs or O Levels are finish was up to the standard I demand in my usual as distant a memory as mine, a pentagon is 540 degrees framing. So, what happened to my masterpieces, the and a quadrilateral 360 degrees. Now for the hard bit. result of all my hours of hard work, internet geometry lessons and swearing? Were they to be the centrepiece Ric Hyde with triptych in his North Cornwall Studio. Those framers who use Morso mitre cutters to cut their of Ric’s next exhibition, due to open in a fortnight? No. moulding and have made irregular-shaped frames will When Ric came to collect the three paintings he wasn’t know that frames with angles of 90 degrees or more happy. The framing wasn’t the problem, but Ric felt the FATG SCHOLARSHIP AWARD are far easier to cut than those with angles of less than paintings needed more work. When I went to see him, a 90 degrees. This is because the adjustable ‘fences’ that few weeks after his exhibition, the three paintings were Along with Jo Ronald (featured on Page 4 of this issue), Jon Price dictate the cutting angle cannot be set for cuts of less sitting in Ric’s isolated North Cornwall studio while has been awarded this year’s FATG scholarship, sponsored by than 45 degrees. So, with corners of 90, 110 and 140 he awaited the inspiration needed to add the finishing Arqadia. The scholarship covers study and examination costs degrees the irregular pentagon was relatively straight touches. I’ve told Ric in no uncertain words not to get for the Fine Art Trade Guild’s Certified Framer (Accredited forward. However, the irregular quadrilaterals needed any paint on my frames! Professional Framer) – GCF(APF) – qualification. two 37.5 degree cuts to make up a 75 degree corner! www.handmadepictureframing.co.uk With his wife Becky, Jon runs Handmade Picture Framing, near Some improvisation was needed, along with few choice Bude in Cornwall and has been in business since 1999. The three pieces of the triptych. Jon Price – Handmade Picture Framing, Bude. www.handmadepictureframing.co.uk 24 4WALLSmagazine 4WALLSmagazine 25

[BUSINESS FEATURE] [BUSINESS FEATURE]

VALUE ADDED TECHNIQUES STEVE BURKE, SALES DIRECTOR

It’s reassuring to know that in a retail few strategies that will give their shops the their thoughts; after all, it’s the passing trade ceiling and encourage customers to handle worked with framers over the years who’ve how likely a new homeowner is to make a world that’s ever-changing, with an best chance of generatingART sales and also whom you most need to entice inside. BUSINESSthe frames. devised numerous schemes to increase significant investment in decorating rooms to suggest some ideas for promotions and visitor numbers and in doing so gone a long after they’ve moved in. increasing amount of business being community engagement that I know have Many framers operate their business out of Take the opportunity to show way to establishing their business not just as carried out digitally, there are many worked for many that have tried them. a small gallery and again this should be made off. Most people assume that frames are a service to their local communities but as If your website is updated only once every elements of our industry that remain obvious in the window. Assign half of the just for pictures so demonstrate the full an integral part of them. few months then you’re definitely missing an resolutely analogue. The picture Let’s begin with the framer’s shop itself and a space for the gallery side of the business and range of what you do: golf balls, a child’s opportunity. Keep it up to date with framer’s shop, along a bastion of high few suggestions that may appear as obvious half for framing; it’s easier for a framer to shoe, grandad’s pipe, a keepsake from a A good starting point would be to write the latest examples of your work streets up and down the UK, is still but you’d be surprised how frequently be mistaken for a gallery than the other way wedding; anything that suggests the value to a local primary school and offer and, again, take the chance to collect data I’ve seen mistakes made in this area. For around so have this in mind when designing in preserving moments from family history. from potential customers in return for for the vast majority of framers the them your shop window in which centuries, the first rule of commerce has your display. Another important factor in You should be trying to educate customers to exhibit children’s work. You could discount vouchers that they can spend in single biggest driver of their revenue. been to make it clear what you’re maintaining an effective window that bespoke framing is not an indulgence but even offer to frame the best examples as your shop. However, do ensure that you are No one needs reminding of the various selling. If you’re a butcher, then hang display is to keep it refreshed and up an appropriate way of doing justice to the part of the prize for a competition. This is following the law when it comes to customer threats to our industry. Whether it’s from sausages in your window; if you’re a cobbler to date. Instead of just adding a few bits of objects that have significance in people’s lives. a great way of drawing parents and friends data: a quick Google search will give you the massive out-of-town houseware stores then fill your display with shoes. Our modern tinsel in December why not have a complete to the frame shop to proudly look at the answers you need in this respect. Include indicative prices on as many frames (no names!) or from poster and art print high streets, however, are dominated by redesign with each change of season? work on display and then they’re only a few as possible but give a £20 range rather than Sadly there’s no one suggestion that I can sites selling pictures with dozens of frame national chains to the extent that WH Smith, feet away from coming inside. You could be Whatever the business, ensure you have a fixed amount. Your customers won’t make that’s guaranteed to send sales soaring options available at the click of a mouse, for example, can get away with advertising framing a child’s work one day and if you’ve a sign promising that you are child- necessarily understand the effect that a and I’m sure there’s plenty of framers out our profession needs to work harder than very little of its stock in its windows because done a good job you could be framing their friendly: there’s sometimes a perception mountboard or glass choice will have on there who are already doing some brilliant ever to encourage customers to pay what’s everyone knows what it sells. This brand graduation certificate many years later. our businesses are not suitable for young price so by giving a guide price you’re both things to increase customers to their shops. often only a small premium to make use of association doesn’t apply to framers so you children when in actual fact the opposite is reassuring about affordability but also Another simple idea is to take However, I do think that as an industry we the unparalleled skill, counsel and personal should make sure that your window makes it true. Striking up a good relationship with the ensuring that there are no surprises when advantage of notable days in the are often slow to change and we can get service of a bespoke framer. We know what completely obvious what you do. parents of young children can result in many you come to give them a quote. year by running special offers for stuck in a way of doing something simply we do is artful, impressive and certainly If you’re a framer, then make sure your years of repeat business. Valentine’s Day, Mother’s Day etc. because it’s the way we’ve always done it. worth paying for, but how do we convince window displays not just finished work Talking of mountboard, make space in your You could also invest a small amount of This isn’t necessarily a bad thing but I do people in our communities to agree with us? but also some of the process involved. The inside of the framer’s shop is equally shop for a demonstration of the variety of money to host an ‘Open Day’: tempt people put great store by the words of automotive important for generating sales. Make sure mounts you have available and the effect that In my many years of working in the framing How about a sign that says something as inside your shop with snacks and drinks and pioneer Henry Ford who said: your space is light and airy; remember different styles can have on a piece. Likewise, trade, I’ve come into contact with businesses straightforward as ‘Come in and see then give a discount voucher to everyone where we live and how many sunny days we with glass. Someone walking into your shop of all shapes and sizes. Some of them stick how we can help you frame your who walks in. Run a competition on the If you always do what you’ve have in the average year! Your shop should may well have no idea of the different styles in the memory for the right reasons but memories?’. You can also counter the day in which, in return for their name and always done then you’ll feel full of light regardless of the weather or available so use your display to educate them I’ve also seen my fair share of customers’ assumption that bespoke framing is going contact details, customers are entered into always get what you’ve the season; avoid dingy corners or piles of and be on hand to answer any questions they shops with mouldings piled up so high that to be expensive by having a few, priced a draw to win your time and materials to always got materials cluttering up the place. Customers may have. you can’t even get in the door, let alone examples on display. Also, stand outside frame a piece of their choice. I also know of should feel welcome and your work should find the path required to access the framer and look at the window and ask yourself framers who’ve made a deal with local estate be clear and accessible. Don’t overdo it Once you’re happy that your shop is looking With that in mind, maybe it’s time to try themselves. What this article is trying to if the display gives all the information you agents to frame items for their window in but use hanging space from floor to its best then you’ll want to draw as many something new in your business? Go on. do therefore, is point framers towards a need it to? Is it welcoming? Is it well laid return for giving out their card to everyone out? You should even ask passers-by for people inside to see it as possible. I’ve buying a home. This is a smart idea given Be brave! 26 4WALLSmagazine 4WALLSmagazine 27

[BUSINESS FEATURE] [ ASK THE EXPERTS]

THE FRAMING LOFT: ASK THE A WINDOW ON A THRIVING FAMILY EXPERTS BUSINESS Q. HOW DO YOU COLOUR A At first glance, at Monaghan’s filling station just off the busy main Laser fan design components with 'V' ON A MOUNT? road to Tuam in Co. Galway, Ireland, you may think for a framing coloured bevels. business it would be hard to get customers in such an unsuspecting It is not something I have done very often but I did David Wilkie GCF a job some years ago to echo a laser light show. The environment, however with 40,000 cars a week passing through After spells in the military process is really the same as colouring a bevel but this location and a neighbouring community of both interior and and motor racing David you need to be very careful with positioning and building specialists there are significant advantages. founded The Eagle Gallery painting. Cut the mount to size. Using 3M Removable Epsom, an art gallery and Magic Tape 811 accurately place the tape over the Laser fan assembled and trimmed. The Framing Loft has been owned by Mark gets a good reaction from the customers and framing workshop, in 1993. centre of the V groove, on the surface of the mount, and Sandra Loftus for 15 years. Sandra runs keeps a keen consumer interest. lightly press down the tape. Cut the first side of the the retail and marketing end of the business Sandra’s imaginative attention to the details of Over the years he has V as you would a standard mount, take the centre and Mark an experienced framer for over 30 customer experience means that business is been a consistent finalist fall out, turn it face up and cut the other side of the years takes care of production. After a brisk thriving. “There’s so much choice nowadays”, and winner of numerous V. Remember to use a scrap piece of board to start start in its early years, Ireland’s recession hit reflects Sandra. “15 years ago we were framing competitions, the cut. I would then reassemble the mount and cut business hard, but unlike many framers in overwhelmed with and golds but now including 8 Fine Art Trade the window. Press down on the V, I usually use the Galway, Mark and Sandra managed to navigate the quality and diversity of moulding styles is Guild Framing Awards, the back of my finger nail, to seal the top edges of the the significant financial challenges of this time phenomenal. I like to provide a truly bespoke Line of V grooves marked with removable most recent win being for V and paint. You will be working on the front so be tape. very careful not to mark the top of the mount. When and The Framing Loft not only survived but service to the advantage of the customers.” computerised mount cutting moved into its current premises in 2012. the paint is dry carefully remove the tape, pulling For all the changes and progress that Mark and design run by Gunnar the strips over the top of the groove to reduce the As Sandra explains, The Framing Loft’s last and Sandra have made at The Framing Loft International. move came with many benefits. “We’re on a chance of tearing the surface paper. over the past 15 years, one crucial element of 2016 saw a relocation busy road which means there’s always passing I usually use acrylic paint or gold creams, use as little their business remains the same: an insistence back to the Midlands to trade. And even though the businesses nearby water as possible with the and dark surface on the highest quality work at all times. “I like concentrate on framer might not seem like they’re much of a draw papers are more forgiving the light ones. Also the 3M to say that if something’s not fit for my home, training, particularly CMC for us, but if you think about it, the tile shop, then it’s not fit for yours”, says Sandra. “And I tape comes in two widths, 12 and 25mm, for this I cutting and design, 3D builders and plumbers merchants mean that really do believe that. We’re a family owned, would definitely go for the 25mm. object framing and more we’re part of a home improvement hub.” successful Irish business and this makes me The photos show how I did the laser light grooves, the Painted V grooves. creative framing projects as If you ask Sandra what draws customers very proud but we’re only as good as the position was not critical so I positioned the tape and Silverstone Framing. to The Framing Loft (besides maintaining a work we do so we insist on the very best.” cut both sides of the V from the top judging the gap by current well established client base) she will eye as I couldn’t use the guides on the mount cutter. tell you she feels it is fundamental to create Sandra’s Five Tips for a displays of interest and intrigue. Sandra successful framing business invests a lot of time designing window 1. Change your window displays regularly, displays based around current occasions filling them with bright colours and and celebrations, to make sure they are as great products. V grooves cut and painted. creative as they are effective. 2. If you work with a framer, don’t hide “I also think about how the position of the them at the back of your shop. Make sun changes through the year and I adjust them visible! Celebrate their skill. the window display to match this”, continues 3. Don’t clutter the shop with too many Sandra. “I use vibrant colours. Anything samples – keep these hidden but have insipid is just lost. One of my favourite easy access to them when needed. displays is a large earth toned executive world map, which captures the imagination of the 4. Order bespoke and don’t hoard. customers and generates a lot of interest Manufacturers like Arqadia deliver so quickly and many mouldings are among them. This product showcases large Close-up of laser V grooves. available via the chop service that there’s format framing which people often don’t no need to fill your shop with stock. realise we do.” 5. Use social media to connect with your Once inside The Framing Loft, it’s clear that local community and to give people a Sandra has invested just as much thought to reason to visit your shop! the interior as she has in her window displays. For more information about the Framing Revolving, rotating and refreshing stock always Loft visit www.facebook.com/framingloft The photograph that inspired the design. Completed Frame. (Including drum sticks, AAA passes, tour dates, tour logo and photographs). A Larson-Juhl company

From mouldings to mountboard, frames to glass (and everything in-between). Whatever you are looking for, Arqadia gives you plenty of options. Visit arqadia.co.uk to view our range.

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Arqadia Ltd 2 Wolseley Road Kempston Sales order and enquiry: International sales: Bedford UK MK42 7AD 01234 852777 0044 1234 846307 Tel: 01234 857488 E-mail: [email protected] E-mail: [email protected] Fax: 01234 840190 www.arqadia.co.uk