Understanding the Value of Custom Framing

Somebody asked me how someone my age came to own this business. She found it unusual that a person would grow up dreaming of owning a picture framing studio.  Its true that it didn't happen that way for me. Not that the industry isn't glamorous (those of you who know me know that it certainly can be), but that a lot of trade businesses, like framing, are usually handed down by family or as a hobby business for retirees. Custom framing, I think, is something that many people of younger generations (like my generation) understand less and less. 

One of the most common objections I face when dealing with custom framing clients is cost.  Many people have a difficult time wrapping their heads around the idea that "four sticks of wood" can cost anywhere from a hundred to several thousand dollars when they can go to Bed Bath & Beyond and pick up a photo frame for mere dollars.  The other common objection is learning that the process usually takes two weeks, but can sometimes be up to 6-8 weeks.  There's a good explanation for all of this...

1. You're getting a hand crafted product made by skilled artisans. Think about having a piece of furniture custom made, or having customizations done on your car.  Wouldn't you also expect there to be a premium?  I contemplated this recently when I considered having some chairs professionally re-upholstered.  The initial price shocked me, but after considering the amount of work and skill that the job required, I quickly understood.  After all, that's why I brought it to them instead of attempting to do it myself.

If you've read the previous post, then you'll know that a lot goes into milling and manufacturing that wood to make it into frame.  We carry mouldings that come from all over the world--from gilded in France, to hand carved in South America.  We also carry a line of frames that are made right here in our shop.  Each "house frame" is made of solid hardwood and is carefully joined, sanded and stained to perfection--all by hand.  The signature technique we use has been passed down from owner to owner in the 25 years we've been in business.

Aside from moulding, we cut all of our mats and glazing in house.  All of the mounting is done by hand.  The artwork never leaves the premises unless otherwise specified. 

Each frame is built for a specific piece of art, and every detail is customized.  There is no "standard" in our shop.   

2. You're getting expert design advice.  The majority of our staff members have some sort of artistic background, and all of them have experience in framing.  If you want our opinion, we'll be happy to offer it to you.  Any member of our design team will be able to help you select framing that fits your both your aesthetic and budget while keeping in mind the best presentation for the art.  We always like a challenge and will always try something new.  We've framed everything from works on paper to beach balls (fully inflated, of course), from oil paintings to undergarments (seriously).  It's rare that you'll get a "we can't do that" from us.  And the best part is, the advice is always free.

3. Your investment will be protected.  UV glazing and acid free materials come standard in our frame packages.  In fact, it's the only option we provide.  We pride ourselves on offering the best quality materials available to our clients.  There's nothing worse than having to explain to a client that their precious items had been damaged because their previous framer did not take the same precautions.  For this purpose we also offer restoration services, and the consultation is free. 


Here's a different thought on the subject: Another framer told me that they felt business had been suffering because this younger generation is more tech savvy and rely more and more on the internet as a purchasing tool.  As someone who conquered their Christmas shopping entirely online, I understand the truth behind this.  They're building businesses in their pajamas in the comfort of their own home. Just a few weeks ago I attended a symposium about the convenience and issues with buying art online.  I've done it myself.  I haven't figured out how to incorporate custom framing services that can be conducted efficiently online, but I'm working on it.

As coincidence would have it, just as I was wrapping up this post, a gentlemen passed by the shop with two young girls (I assume his daughters).  They couldn't have been more than eight years old.  He didn't want anything framed, but the showroom of samples had caught the girls attention from the street. He just wanted the opportunity to tell his daughters what we do in here.

Turning Wood into Gold (frames)



Step one



I recently had the opportunity to take a few days away from the shop to visit a former business partner of mine in the Netherlands.  The trip was mostly for the pleasure of seeing him and his partner in their fabulous house (castle), but we peppered in a little bit of business to make the trip appear more plausible (or so I could at least write some of it off as a business expense).  Little did I know that it was going to be quite the educational experience in a trade that I considered myself an expert in: framing.



Step Three

 Chelsea Frames chops and finishes a line of our own mouldings (a topic for a later discussion), but we also carry several other "brands" of frames.   Larson Juhl is arguably one of the bigger, if not the biggest, picture framing manufacturer and distributor in the United States.  While our own line of frames primarily consists of basic hardwood profiles and finishes, their lines are much broader and include golds, silvers, laminates and a host of other finishes and profiles.



Step Three

 I had always wanted to see how others worked their magic, especially Larson Juhl. We've had a longstanding relationship with them, one that predates my existence at Chelsea Frames.  A few weeks before I left town I had the pleasure of visiting their New Jersey distribution branch which services New York City and it's surrounding areas.  I was impressed with their process of supplying moulding to our company so that we could sell it.  This visit was only scratching the surface.



After stepping off the plane, enduring a few train delays, and a quick nap, I set out to visit Larson Juhl's Boxtel facility, which operated in a similar manner as New Jersey's.  In fact, it was almost hard to tell that I was in a foreign country because it looked almost exactly the same.



Step Four

Somehow, when my framing career was budding, I adopted the term "commercial moulding" which I often used to refer to moulding that was manufactured or machine-made.  I had never really thought how some of these processes were done, but I assumed that a stick of wood was probably stuck into some sort of contraption and came out the other end a nice shiny finished length of moulding.  That is, until I took a trip to Larson Juhl's Senelar facility a few days later, located in Hazebrouck, France.  Then I saw how frames were really made.



Step Five

Because of confidentiality and trade secrets, I'm not sure I can delve into the specific details, but the process astounded me.  Because of the extensive process, I was aware that the technique of water-guilding is done primarily on individual custom made closed-corner frames.  Here, they were mass-producing moulding mostly by hand, using these same water-guilding methods the old master frame makers used. Everything down to the dust in the little crevices was hand applied.  This is not to say that all mass-produced mouldings are hand-made, but a chunk of Larson Juhl's are.  So, when considering the cost of custom framing, this experience immediately comes to mind.

The finshed product

These are a few of the steps they took:
1. The wood is milled to a specific profile by passing through a series of knives.

2. The milled stick gets a gesso applied to it. Gesso is a hard white plaster compound that is used as a base for gilding.

3. Bole (red clay) and ornaments are then applied to the stick.

4. Individual sheets of gold leaf are carefully laid down on the stick and burnsished by hand. 

5. A wax finish is applied to seal in the frame. This helps to mute the gold finish making it appear less shiny.

6. Unique finishing touches are applied, depending on the style of frame.

You also can view a video of the water-guilding technique on C&J Frame's website (a manufacturer of closed-corner frames) or here.

This industry continues to teach me new things everyday.  The intention of this blog are to serve this purpose--to educate, inform, and maybe even show off our talents to others the fine art of custom framing.  As young professional who is still fairly new to this business, I want to share with you the things I've learned and continue to discover along the way.