OPEN/EXHIBITION

Framing - don't cut corners (excuse the pun!)

I've worked in the family picture framing and publishing business from the age of 17, some 25 years, and in that time I have always been amazed at the way some artists overlook the importance of framing. Some of the nicest work can often be made to look incredibly ordinary because of a poor choice of frame.

I can relate various stories, but have chosen two that will highlight the both ends of the spectrum. These happened many years ago, and within a few weeks of each other.

One artist came to us and asked if we had any old frames he could take (or buy cheaply). We showed him a selection in our workshop. He promptly disappeared to his car and came back armed with various paintings. Some he actually trimmed down to fit into frames we had, others he asked if we could cut the frames down to fit his paintings. He walked away having spent very little and having framed around a dozen paintings for a local show. His work was actually pretty good.

Another artist came to us with a couple of paintings and said, in a broad Yorkshire accent, "I want these to look a million dollars" (he didn't actually say that but I can't repeat his actual words!). He spent a reasonable sum and went away happy.

One of these artists has carved a very successful career, has work in major collections and includes Royalty amongst his collectors. Can you guess which one?

Of course it is the second artist, the one who wanted to finish his work off properly (his words). The first artist was just as good and has sold his work steadily over the years but has never done enough to give up his teaching job. He still won't pay much for frames, so much so that 2 years ago I took a batch of work unframed and framed it myself - they all sold and all fetched more than he ever had done.

When I take works in for exhibitions I always ask to view framed work months in advance. Sometimes the work is well framed so I am happy to take it as it is, but often it is not well framed, so I generally ask that all work is supplied unframed.

A good frame is a vital piece of the jigsaw when trying to sell art. I've had artists leave me work with price tags over £1000 framed in cheap mouldings, or quite often in frames that have clearly seen better days - so once something is nicely framed, keeping it that way is another important issue!

A good framing job needn't cost a fortune. Nowadays there are some stunning mouldings around that are not as expensive as you may think. If you delve into the 'non-wood' market there are some amazing mouldings at excellent prices.

The problem many artists face is that their local framer will almost certainly be charging them retail prices, maybe with some discount. Add this in and it can sometimes push the price of the work up too much. We charge artists trade prices and this can mean savings of between 40% and 70% on standard retail.

At AC Art & Framing, we will soon be offering a service that means we can show you how your work would look in certain frames, without having to make a single frame - all via email! This is part of our developing website, which will also have over 200 mouldings online within a few months.

So, if your work needs a frame don't cut corners to save money. A few extra pounds is money well spent when you see the finished piece hanging on a wall, and it probably won't cost as much as you think (especially if you come to us!)