On The Road in Chester and Brighton

We have loved hearing from framers and artists at two recent round tables – which both took place alongside Art & Framing Roadshows in Chester and Brighton. The events were organised by the Fine Art Trade Guild, and sponsored by Larson-Juhl. Newly elected Master of the Guild Jo Palmer chaired the sessions, ensuring that a broad spectrum of topics was covered.
 

Both round tables started off looking at current trends, which - across the two sessions - were felt to be: biophilia and a passion for all things from nature, naturals, monochrome, copper and grey. (Apparently, 50 shades are not enough!). Black, white and grey remain especially popular for contemporary art.

Getting social 

Not surprisingly, even for those who are not fans of social media on a personal level, its importance in business, raising awareness and driving sales was unanimously endorsed. Pretty much everyone loves Instagram because it is so visual but its primary role is raising awareness, telling a story and showing personality. Attendees were realistic about this channel’s potential for driving sales, although Lucy Newport was one exception. A single image – posted on holiday – generated three sales.
Facebook’s targeting tool enables framing shops and galleries to reach consumers within a specific catchment area or special interest group with news about events/initiatives very cost effectively – from as little as £20 in one case! Those who are more active on social media are spending about three hours a week on posts and responses, which was felt to be very manageable.

Sharing best practice

Other opinions included:

• A significant growth in demand for specialist glass – especially welcome given the great margin potential from premium ranges while delivering extra value to the customer. A number of attendees always price with AR or UV these days.
• Increased confidence amongst all attendees around all types of digital marketing and the need for a good, current, responsive website Google was everyone’s best friend when it comes to getting new customers. While returning/regular clientele will engage on social media, consumers new to bespoke framing will search for ‘picture framers in …..’. Mark Jones might be new to the industry, having only set up his framing business in March this year, but he secured eight five star reviews in his first three months of trading.
• While views were mixed about the level of demand for sustainable products, the likes of Disney and John Lewis are regularly specifying FSC ranges and more and more members of the public are asking questions about provenance and responsible sourcing.
• Much is read in the media about consumer demand for artisan products and craft items and there was extensive discussion in Chester and Brighton about the appetite for interaction with real people, for expertise and advice, and a chance to view framers in action - even if early research about picture framing was all done online.
• The need for innovation in terms of new products and services.
• Finally, the importance of educating customers about the beauty and value an experienced framer can add to a precious photograph, family heirloom or expensive artwork remains paramount – and this expertise needs to be paid for!

A huge thank you to everyone who took part:

Attendees in Chester

Artist Alison Bradley and her framer partner Jon Davies
Lawrence Robinson – Pictor Gallery Custom Framing
Alistair Gray – Art Imaging Ltd
Andrea McCulloch – Love to Frame
Daniel Bailey - Bailey Arts.

Attendees in Brighton

Lucy Newport – Eastbourne Framing
Mark Jones and Camille – Art of Treason
Graham and Sharon Hunter – Creative Picture Framing
Sharmaine Guthrie – Opal Picture Frames & Gallery
Neil Scrase – Fine Art Services

Past chairman of the Guild Ian Kenny attended both sessions alongside Jo Palmer and Larson-Juhl representatives.
The Eastern roadshow and round table will take place at Newmarket Racecourse on Tuesday, 24^th September. If you would like to attend the round table, please email louise@fineart.co.uk.