Framers Take a Shine to Silver

Art Business News, Feb, 2001 by Jennifer Wong

The continued demand for silver framing options may mean it's more than a passing trend.

Think of silver and what images come to mind? Sleek cars, spaceships, retro chrome toasters, cocktail shakers, elegant sterling candlesticks and tableware, an armload of bangles and party favors from millennium celebrations.

Silver is hot right now, as many manufacturers and trend-watchers have predicted. Framers are riding the crest of the silver wave by feeding consumers' desire for the fresh, new look that silver adds to any decor. However, the passion for silver is different than other current trends. Many experts say the look of silver has longevity as a style choice for consumers.

"Silver frames are definitely in demand," said Kim Ahern, executive director of the Art & Framing Council, a nonprofit organization. "People are recognizing the tremendous power of silver as a decorating element. And the good news is that there are more choices than ever."

"It's a trend I've really noticed in the last six months," agreed Steve Levine, owner of Levine Custom Framing. "A lot of the vendors are producing more in silver, and the customers seem to be enamored of it. Silver adds some options that were missing until now or at least until fairly recently."

"There has definitely been a significant growth in the demand for silver mouldings from custom frame shops," said Steven McKenzie, senior vice president of marketing for Norcross, Ga.-based Larson-Juhl. McKenzie said that the interest in silver has always been around but "never like it is right now."

John Richards, vice president of sales and marketing for TC Moulding of St. Paul, Minn., noted the hot trend in silver as well and added, "What's different from other trends I've noticed is that there is a demand for different sizes of silver. When other trends have hit, like when blacks were really heavy last spring, everybody wanted big, black mouldings. But with silvers, it seems to be everything from an inch on up to very large, ornate mouldings."

"The other factor that is different is that people seem to be looking for specific types of silvers--from foils to water-gilded silvers to antiqued silvers. Part of the trick is finding the right silver for what the marketplace is looking for," said Richards.

The Silver Sensation

What is it that is fueling this demand for all things silver? Factors range from the appearance of a variety of silvers in the furniture and accessories market and the exploding popularity of black-and-white photography to psychological factors such as the new millennium and the simple desire for something new.

"In the last year, there has been a growing trend that manufacturers have embraced across the board to incorporate silver-toned or brushed-nickel hardware in case goods collections," said Jackie Hirschhaut, vice president of the American Furniture Manufacturers Association. "This is a decided difference from traditional brass hardware which has been so prevalent. You also see advances in the use of silver in the table top and decorative accessories arena."

At the Fall Market in High Point, N.C., a renewed interest in elegant, luxurious living was seen extensively in new collections. These dressed-up, more formal collections are rich in plush fabrics, high-sheen veneers, and exquisite carvings.

"Silver is being mixed with a lot of different textures, so you get a real feel for the richness of it," said Deirdre Murphy, product manager for Nielsen Bainbridge of Paramus, N.J. "Silver is very modern and contemporary, and it can be very formal. I've seen a lot of curtains in rich fabrics and accentuated with silver. It gives you a jewelry effect."

Silver also lends itself to a modern sensibility in the home decor and accessories arena. "We've seen strong growth in the home furnishings market for decorating with stainless steel and people buying sofas made of black leather and brushed aluminum. Even in the appliance market for kitchens, everyone is moving toward stainless steel to get that commercial kitchen look," said McKenzie.

"This is consistent with the whole midcentury design resurgence that's very modern and typified by (the architect/artist) le Corbusier with his steel tubular frames and black leather love seats, sofas and chairs," continued McKenzie. "There are several new mail-order catalogs that have brought back the look of furniture from the 1920s up through to the 1950s and much in those lines has a lot of silver in it."

While black-and-white photography has always been popular, some manufacturers and framers are seeing a renewed interest in framing it. "The popularity of black-and-white photography has just exploded," said McKenzie. "Silver looks so much more beautiful on it than a gold alternative because it pulls out the subtle grays and charcoals."

Ann Hast, owner of Framer's Corner in Dallas, agreed with McKenzie. "Black-and-white photography is becoming more popular and you've got to have that silver. Gold won't work, and nine times out of 10, a wood-toned frame won't work either."