Celebrate the Love

We had so much fun getting ready for Valentine's Day this year! We have a small collection of vintage Valentine cards, and we decided it was time to show them off! These are all available for sale, a truly unique and thoughtful gift for your loved one this weekend or any time of year!


This vintage card was showing some wear and tear, so we separated the best components of it for framing. The rose and two hearts are floating on the bottom mat, and a second mat in the same color adds some depth. A painted bevel on that top mat was too thin to do it justice, so we got creative with some gold ribbon. Larson Juhl's Nouveau in gold floral was the perfect frame to tie the whole project together. The finished frame measures 10 1/2 x14.



With Love and Kindest Regards! Isn't that a sweet Vintage Valentine? The card itself measures just 2 1/2 inches tall, so it needed some dramatic framing to showcase it. We started by again floating it on the background mat and adding a second mat in the same color. This is always a good treatment for items that have uneven or interesting edges you want to show. We added depth to the look by putting a spacer between the two mats. See the shadow just under the card? That helps add some drama. A heavy top mat and a beautiful antique looking frame (yes, Larson Juhl again, their Bolshoi in green) do the trick as well. I like the more delicate (and worn) touches in the beading and the outer edge of the frame. This finished frame measures about 9x11.



Ok, so it's not a Valentine per se, but this antique print was a great addition to the group, with it's lovers strolling down the lane. I instantly went to the Biltmore line; I think the pattern in this frame reminded me of little swirls of leaves blowing around in the fall on that lane and lent a sense of romance. I knew that I would want to use the Biltmore gold fillet too, so all that we needed to do was pick the matting color. The top mat is Bainbridge's Sonora, a nice muted taupe color. The fillet got lost against the print, so we added a second mat, Crescent's Suntan. This final project measures 24x29, and would be a wonderful addition to any home any time of year.

The card that started it all! Valentines Cards used to be so elaborate! This "pop-up" card measures about 9" tall, and everything you see from the girl on down folds up under a flap. The image in the top right corner is from the outside of that flap; it was an easy task to reproduce it to be able to show it. With the flap open, the card is about three inches deep, from back to front, so we had to use a four inch deep shadowbox. The inside sides of the frame are lined in the same blue as the top mat, which sits back about three inches from the glass. Many framers boast that they can custom cut mats, and it is easier these days with a computer controlled mat cutter. But the beauty of being a third generation framer is that we know how to cut mats like this in special shapes, by hand like the traditional framers did. We added a spacer between the blue and the gold mats, to help fill the space in that deep frame. This final project measures 19x15, and is suitable for wall hanging or standing on a shelf or table.

Maybe your special someone will present a truly unique Valentine this year. Why not make it an heirloom and bring it to Gould Frame for custom framing! Happy Valentine's Day!

Sail away

Lets continue the boating theme, shall we? Maybe it will make us all think of warmer, sunnier places and help us cope with all this snow we've had here in Phoenixville!

This week I present what may be one of my favorite designs of all time. This was a Christmas present for my customer's parents.


I really have been selling a lot of Larson Juhl lately! This is their Tuscany moulding in a two and a half inch wide moulding. This line features a distressed grey-white finish that is inspired by antique Italian furniture. It isn't quite as grey as my photograph shows it to be- more of a taupe color with white and tan rub-through. The mat is Crescent's Palm Beach White, which coordinated nicely with the white parts of the frame and gave a sufficient contrast to the paper color.

This frame would have looked a little too busy for such a serene image if we didn't give them enough space away from each other. We utilized a wider mat design (three and a half inches) and what we call a "drop bottom", meaning that the bottom mat is proportionately wider than the top and sides, which are kept uniform. Our drop bottom is a dramatic six and a half inches. This design is used to add interest, but it can also be helpful when an image is "bottom heavy" to make the finished product seem more proportionally pleasing.

Becky was thrilled with the finished product, and I am sure her parents were as well. If not, well, I wouldn't mind hanging this on my wall and staring into it whenever I need a calming moment!

As messing around in boats.

An original piece of art makes such a thoughtful gift when it has special meaning to the recipient! This past holiday season, we had an opportunity to help a customer present just such a gift. Her boyfriend has special memories about reading the Kenneth Grahame classic The Wind in the Willows and still names it among the books that have changed his life. Maria had searched and searched and finally found an original print of one of the drawings that helped the story come to life! This would surely make a wonderful Christmas gift, but needed the extra special touch of custom framing.
For sure we wanted a natural, sort of rustic look for this piece. I liked the feeling of peeking into the scene, and wanted to emphasize that with the brown rag matting, Artique's Clove. We needed a little bit of breathing room between the brown and the image, so we added a half inch of a white rag mat to match the paper color. Just leaving space around the image would have felt too open- that second mat also serves to bring us into the scene.

Larson Juhl's Vermont moulding in Granite, one inch wide, was a perfect frame for our scene. It is a comtemporary rustic. It doesn't look old and distressed, but rather like a well worn piece of natural wood. The dark gray coloring, with spots of brown rubbed through, nicely mimics the style of sketching used in the drawing. See how the frame has the same feeling as the shading of the tree? That is what we were aiming for.

Sometimes we have to take into consideration the value of the artwork we are framing in making our decisions. We used a wider mat measurement here, and it works well to add balance. But there is another reason we went a little heavier: we had to take into consideration the paper size and make sure the frame size would be sufficient. A framer should never... NEVER.... cut off the border of a piece of artwork of value. It can sometimes be challenging to make framing choices that take this into consideration and still look great. We got lucky this time- Maria and I took about five minutes to pick this out, which might just be a record!

Of course we finished the job off with conservation glass to protect the artwork from damaging uv rays, and Maria and her boyfriend have a new heirloom- one I hope they will enjoy for years to come!

And the Winner was....

Last week, I showed you three options on a embroidery of Klimt's The Kiss, promising to share the customer's final choice this week. Might be hard to tell from this picture, but the lack of a mat should give it away.


We went with our first option, Larson Juhl's Mantilla with a gold fillet and no mat. Their decision was based on the smaller overall size, as well as how much they liked the swirl in the moulding echoing the border of the embroidery.

My favorite part of this project was the thought that went into it. What a thoughtful present for a first wedding anniversary- to frame a special memory from their honeymoon! And as I said last week, my customer was extra smart by letting his wife have the final say in the design process! Here's to many happy years for this great couple!


Custom Framing is so much more than sticking artwork into a frame. It is the design process that makes it so special. At Gould Frame, we strive to help you with your gift giving or everyday framing to showcase your precious memories and inspirational artwork to the ultimate enjoyment. We hope to see you soon, and to show off your project here on our design blog!

Choices, choices, choices!

Sometimes, a framing job comes in and as a designer, you know right away what moulding will be perfect for it. I love when that happens; I feel like some mouldings have a "soulmate" piece of art looking for them. When they come together, magic happens and each is made a little more complete by the other.

Most of the time though, my job as a frame designer is more complicated than that. I am here to facilitate the narrowing down of a lot of options to a few, ultimately finding a best match for the customer's taste. There is no "right" or "wrong" answer to what is the best choice once we get down to a few options. It becomes a decision based on personal feeling- which choice enhances the artwork for that particular person?

We see this often when we are framing a well-known piece of art. For every person who owns a reproduction of a great work, there are endless possibilities of framing selections. We
encountered this recently with an embroidery of Klimt's The Kiss. My customer was celebrating his first anniversary with his wife, and they had bought the embroidery on their honeymoon. It was a wonderful idea to present it to her framed for their anniversary. It was even smarter of him to narrow it down to three selections and allow her to make the final decision!

The first option was Larson Juhl's Mantilla profile, in black, with a gold fillet and no mat.

We really liked how the embossed pattern in the frame mimicked the border of the work. This frame is labeled as black, but it is really a warm black/brown with red undertones. That mix of coloring helped highlight the range of those warm colors in the background of the image.

The gold fillet was used to provide a nicer transition between the dark frame and the gold border; otherwise it felt like a harsh jump. The lack of a mat gave the customers more options for hanging in their smaller apartment.


The second option was also a Larson Juhl Frame: Isabella, also in black.

This 2 inch scoop profile features a weathered finish as well as a line of aged gold beads on the interior edge. My customer liked how the frame reminded him of their European honeymoon, where they traveled through many historical sites.

We felt like we needed some visual space between the beading and the border of the fabric; otherwise, it felt too crowded and busy. A taupy gray over a grayish cream offered some contrast as well as the needed visual rest.


Our third option provided the most contrast between the framing treatment and the artwork. Larson Juhl, again, with their Sofia cap in iron with a matching fillet.

Sofia has an interesting finish- it is kind of metallic, but also aged. Usually the raised parts are more aged, like what would happen naturally over time. This line is actually more aged in the crevices, as if dust has been settling into them for years, and the raised elements have been polished.

My customer liked the detail in this frame, which he felt wasn't as matchy-matchy (yes, that's a technical term) as the first. But the coloring is definitely not as warm as our other choices, and we needed a mat that would help that contrast make more sense. This blue mat didn't really blend with anything in the art either, which helped the colors in the art pop out on their own.

So which is the "right" framing choice for this work? Everyone picks something different. Let us know what you think- which do you like? We'll show you which one our customers chose next week, and one of our commenters will win a copy of the book "Great Frame Design", which explores theory of frame design further!

A Special Birthday Gift

We were so happy to reconnect with a customer from our days in Old City, who, like us, has relocated to Phoenixville! Not as happy as she was, because she had a special project for her husband's birthday, and needed a framer she could trust.

When she first came in, it was with a photocopy of a picture of a wine bottle. Not just any wine bottle, a 1970 Chateau Mouton Rothschild, with a label featuring artwork by Marc Chagall. That was her special gift for her husband, but she didn't want him to forget the bottle of wine after it was gone. She was hoping that we could build a frame for it, that she could present to him at his birthday dinner. Then she would remove the label and have us finish the fit. Not a problem at all, of course!

This couple are definitely wine aficionados; they have a wine room! While we framed these, she had some other labels from her last birthday dinner that would be framed as well. They would all hang in the wine room, and we needed to choose something that would feel elegant, old-world and masculine. A new line from Larson Juhl fit the bill excellently.



Sometimes my photography skills aren't as good as my framing design skills, so here is another picture of the moulding, called Dresden.
Even that doesn't do it justice! Dresden mouldings look antique; the finish isn't smooth. It's a different kind of rusticity than we've seen before, like layers and layers of finish built on top of worn wood. Warm tones of caramel and red show through the darker black/brown finish. In the right light, you can see beautiful cabernet highlights. (I think I have wine on the brain, don't you?)

We chose a cream rag mat that was just a little bit darker than the background of the label. Because the edges of the label were a little torn and had bits missing, we added a second mat in the same color behind, with the label floating in the opening. We mounted it with archival tape, so that it wouldn't lay flat. I think the worn edges of the label and the rough float mimic the fashion of the moulding in a beautiful way. To finish it off, we used conservation glass, so that the delicate printing and the vibrant colors of the Chagall print would not be damaged by UV rays.

Projects like this are a wonderful gift idea! When our customer and her husband see this, they will be taken back to a special night that they spent enjoying family, friends, great food and an amazing bottle of wine. What more could you ask for?

Sometimes the best design I can show you isn't a visual design at all. But it is a critical part of the process of helping you display your artwork and cherished items in your home. It's a design we have worked hard to build into our business, and something we think you find more from independent, locally owned "mom and pops." It's the way we've designed our customer service to provide you with a beautiful buying experience.

By customer service, I mean a lot more than how you are treated at the cash register. I don't have to tell you how important that is- you know how you feel when you are at a big box, there's a line of people waiting and only one register open while two or three other staffers stand nearby, hammering out the details of their schedules, or whatever the manager (who is inevitably one of them) feels is more important than serving the customer first. I had this happen to me twice in the last week (no, even I can't buy everything in the kind of shops I would like to.) And it started me thinking on this topic.

We try to make sure that each of our customers knows how much we value them. We design their shopping experience such that they have our full attention, without disruption unless absolutely necessary. We listen to our customers to get an idea of what they are expecting from the finished frame design. When their ideas go against our aesthetics, we remind ourselves that it is going to hang on their wall, not ours. We educate our customers about the design process and the materials that go into their frame, so they know what they are getting and why.

I can hear some people's answer to this now:

But why is it so expensive? The little guys are so much more money! I can get it cheaper! I can get it online and have it shipped to me! So much easier and cheaper!

Don't fall for it!

The same week as my own awful shopping experiences, the following also occurred. It's a true story, of course, and is a perfect example of poor experience design.

Mr. George, whom I had not yet met, called me and stated that he had just seen my store. He had just ordered a frame and mat from an online company, and it came with a piece of cut plexiglass and backing board. But now that he had it, he realized that he didn't know how to put it all together the right way.

I told him how much I would charge him for "fitting" (that's what we call "putting it all together".) He thought it was a reasonable price and said he would be in the next day. He came in with a beautiful, commissioned piece of art. He shared with me that he had spent so much on the artwork, he wanted to save money on the framing, so he ordered it online. He had ordered a 2 inch wide black wood frame with a grey mat cut to size. There was a piece of plexiglass cut to size and a piece of foamboard also cut to size.

We started to unwrap the frame from its wrapping, and right away saw the first problem. One corner was all chewed up! It looked like a mouse had been at it, or it had been dropped right on the corner. I asked him if the box had been damaged; it hadn't. In fact, the wrapping looked fine. Which means that the company sent it looking like this. We also noticed that there were gaps in the corners where the mitred pieces of moulding meet, and they weren't flat and even. A very poor fitting job. I flipped the frame over to look at the joining method used, and we each saw something that bothered us.

I saw that the frame was joined without glue. Now, you may not know this, but wood glue is what keeps frames together at the corners. You see nails or pins in frames to keep them together while the glue is drying! No glue means the frame will be more likely to loosen up and fall apart.

Mr. George saw that the frame was not a solid piece of wood, like he thought he had ordered. It was pressed wood, or fiberboard, wrapped with a laminated paper. He was disappointed that the company hadn't been truthful about what they were selling him.

I turned my attention to the matboard. The company had given no description of that. But I was able to tell that it was what we refer to as a "paper board", as opposed to a "rag board". The difference? Paper boards are cheaper, for sure. But they are also full of acid that will damage artwork over time, yellowing the paper while turning yellow themselves. The foamboard that was sold to him was also not an acid-free material. To the company's credit, the plexiglass was fine.

Mr. George ended up returning the shipment to the company, and they refunded his money. He bought a similar frame from me, with a rag mat in the same color, an acid-free backing and plexiglass. He said he didn't mind that the frame was pressed board; he just wished they'd been more forthcoming about what they sold him.

He paid me, including the fitting, about 25% more than he'd paid them (without any fitting). However, he got a much better finished product, done correctly, with pride and befitting his commissioned artwork. He was informed exactly why these products were better for his investment in the long run. And he didn't have the hassle of being disappointed or returning anything. I think it was worth the extra money. More importantly, so did Mr. George.