Framing spaces: thinking of mining the interior design trade for new clients? Before you bid, find out what designers want in a custom framer

Art Business News, April, 2003 by Tricia Bisoux

"I had a neighbor who had a simple, inexpensive print of a cowboy in a simple frame. She had it sitting above a heavy stone Montana fireplace. She and her husband just loved it, but it looked so weak. We had it reframed for $350 using a much wider frame and a pale grey mat that complemented the stones in the fireplace. Now it's just perfect," said Schroeder. "The wrong frame in the wrong place can be a disaster. Proportion to the room is incredibly important."

Emphasis. Designers often look to framed artwork to add that final, indispensable touch to a room's overall appearance. The art might not be strong enough to carry it off on its own, said Schroeder, "but it can become a strong focal point with the frame. Just like a rug can provide weight and structure, a strong piece of framed art can make the whole room."

Designers' Favorite Framers

Most designers have favorite framers whom they go back to again and again--and not because they offer the biggest discount. When these designers were asked what they thought were the hallmarks of a great framer, they pointed out five factors: knowledge, dedication, selection, flexibility and understanding.

Knowledge of design principles and framing products is No. 1 on the lists of almost all the designers interviewed here, including Rosenberg of LSH. "I look for framers who really know their product, who have an art background and who know where to go for the appropriate materials and subject matter" she said.

Designers also appreciate framers who understand the current vernacular of design, said Polizzi of Arts Alive, a frame designer and an interior designer herself. "For example, someone can tell me that he's using oil-rubbed bronze in the bathroom, and I know that oil-rubbed bronze is a new finish for fixtures," she said. "The more you know what these things are, the more confident the [designer] is that you can help."

Dedication and a willingness to go the extra mile to make a project work are also especially important, added Winters of Winterhouse Interiors. He marks this quality as one of the most important aspect of his relationship with framer Tim Peterson of Framed in the Village, also in Oklahoma City.

"We once had a very large European canvas we purchased for a client," explained Winters. "Framed in the Village had never flamed a piece of that size, but Tim actually did the research and flew a woman in from California to show them how to approach the project. After it was matted and framed, it was about 8 by 5 feet." That kind of commitment to tackling difficult projects encourages a designer to come back for the next one, said Winters.

As a designer for large commercial projects, Ruiz of Zyscovich Inc. puts selection at the top of her list. Her relationship with Miami's Frameworks, owned by framer Cris Sweeney, is based on a good selection and responsive, knowledgeable service. "There are plenty of shops around town, but the one I would choose must have a large selection of frames" she said. "I know that Frameworks has a lot of material in stock, and they buy so much from so many vendors, they have no problem getting something rush-delivered when necessary."