When we think about the framing industry, we think of mouldings, mats, glass and all the equipment it takes to bring those elements together to create a beautiful frame. Whether it is a piece of artwork, a memento, an award or myriad other things that we want to display, the frame design completes the look. Step into a frame shop or gallery, and you’ll find an amazing number of choices. How does the consumer know where to begin?

As design professionals, our job is to help. Fotiou Frames and its new Jane Seymour Moulding Collection bring a beautiful branded line that both designers and consumers can trust.

“Jane Seymour is an Emmy- and Golden Globe-award-winning actress, artist, designer, author and philanthropist, who has proved her talents in virtually all media,” says Barry Diamond, Fotiou’s chief marketing officer. “Her love of art, color and design was the driving force behind this signature collection and the unique finishes created for each series.”

In an interview with DECOR, Diamond provides more details about the vision behind the new collection. He explains how the vision for the branded line began and how the relationship with Seymour evolved into the creation of a whole collection.

DECOR: Tell us about Fotiou Frames: your history, your position in the framing industry and your goals.

Barry Diamond: Fotiou Frames was established in 1972 and currently has three locations: Woodbridge, Ontario, Canada; Rancho Cucamonga, California; and Nashville, Tennessee. Our product selection consists of more than 1,800 designs imported from artisans throughout the world, many of which are original designs exclusive to Fotiou. We are known for our artistry, innovation and workmanship, which have all played their part in distinguishing us from other companies. Our goal is not only to provide the best customer service and quality products to our dealers, but also to offer them as much support as possible to help them grow their business.

DECOR: What is the concept and vision behind the Jane Seymour partnership and the design collaboration for the Jane Seymour Moulding Collection?

BD: The concept of the design collaboration and the partnership is based on a few components.

Our concept was based on understanding that frame shops and galleries continually strive for new ways to bring more customers and awareness to their businesses. We wanted to create a campaign based on the knowledge that consumers and home decorators will follow the creative influence of a notable spokesperson they relate to, trust and admire, much like the effect that Martha Stewart had on the home-decor and craft market. We wanted to create a campaign that will support our dealers and drive more traffic to their stores, which is something that has never been done by a supplier in our industry, at least not to this extent.

With that in mind, we partnered with Jane as an advocate of fine framing and design. We feel that Ms. Seymour is a perfect fit, as she brings a new energy to the framing world and will be a valuable asset to the entire industry by empowering our audience—both framing retailers and consumers—with a better understanding of how to add color and style to their decor through creative and beautiful designs. Jane’s celebrity and universal message resonates with people and gives strength to our goal of offering consumers a clear style direction to assist with the daunting task of selecting a custom frame design among the many hundreds of styles available at a frame shop or a gallery.

Additionally, Fotiou has always been known as a leader of fine-quality moulding styles and innovative designs. With this partnership, we are presenting not only new and exciting styles but also a new mindset, one that will continue to drive new trends in the industry.

We are promoting the partnership with a direct-to-consumer marketing campaign, including advertisements in Architectural Digest and House & Home magazines, plus Facebook, Pinterest and other social-media platforms. We are also providing our Jane Seymour Moulding Collection dealers with a point-of-sale kit that includes the corner samples, posters, counter signs, window clings and postcards to reinforce the branding and marketing efforts, as well as increase awareness at the retail level.

This collaboration has been very exciting, and we believe we have truly captured Jane’s creativity and inspiration in the collection that we intend to expand for some time.

DECOR: Describe the collection for our readers.

BD: For the launch, we began with three series of mouldings: the Wave Series, the Sea Glass Treasure Series and the Malibu Nights Series. The colors, textures and shapes of the ocean and beaches at Jane’s home in Malibu have influenced the frame styles in each series. Whether it is the shimmering patterns from the reflections of the sun onto the ocean waves, the soft palette of sea glass or the pearlescent colorings of the shells, all of these elements, which are so important and influential to Jane, have been integrated into the design style for this collection.

DECOR: When did the collection launch, and what has been the reaction from both your customers and consumers?

BD: The collection launched at the beginning of June 2014, and the reaction has been tremendous! Our dealers are thrilled with the direct-to-consumer marketing campaign and the added exposure they are receiving from our efforts. And they are telling us that their success with the Jane Seymour Moulding Collection began immediately from the moment the corner samples went on display. We are also hearing feedback directly from the consumers that they are enchanted with the oxidized finishes and strong color palettes of the frame styles, in addition to the craftsmanship and quality of the product itself. They’ve told us they love being able to have a brand name that they can trust, like Jane’s, and bring her sense of design, color and style into their homes.

DECOR: How has Jane worked with Fotiou on the collection’s development, and how will she work with you now that it has launched?

BD: We have been very fortunate to collaborate with Jane and Susan Nagy Luks of Coral Canyon Publishing, Jane Seymour’s art director, at every stage of the collection’s development. From the initial consultations for design, style, color, finish and every element needed right up to the launch, Ms. Seymour has been part of every process and approved each of the designs in the collection.

Jane is also very involved in the promotion of the collection and the education behind the campaign. Whether it’s the blog entries on the website, outreach through her social-media pages, appearances at trade shows or media interviews, she is very committed to being a partner in getting our message to the consumer. Our mutual goal is to create more awareness and get more people thinking about and using custom framing. It’s good for Fotiou and the Jane Seymour Moulding Collection, and it is good for the industry!

For more about the Jane Seymour Moulding Collection with Fotiou Frames, visit janeseymour.fotiou.com

With a career that spans 30 years, DECOR Managing Editor Linda Mariano is a leader in marketing, brand management, e-commerce and promotion initiatives. Through her company, LM² Art Marketing & Licensing (LM2ArtMarketing.com), Mariano brings her expertise and years of experience to help art-industry leaders and artists develop their marketing, branding and business strategies. She can be reached at LMariano85@yahoo.com.

The post From Silver Screen to Fine Art Frames: Jane Seymour’s New Line with Fotiou Frames appeared first on Art Business News.

Just under six years ago, Paul Hickman created Urban Ashes—a company that makes picture frames from recycled wood and other salvaged materials alongside a mission to create jobs for a transitional workforce. And although it may be a relatively new company, it’s one that is steeped in the fundamentals of good business: find a need and fill it with high-quality products that people love; maximize the use of local resources; and give back to your community. Today, Hickman says it simply: “We create picture frames your grandchildren will fight over!”

We wanted more of the details of the success behind Urban Ashes, so we went right to Hickman to get the full story. How did the evolution happen—from his early career in signage and graphics move to furniture designer, and then transitioning again into founding a company that has become a spirited partner in the revitalization of one of America’s iconic cities? And what inspiration from his story can we incorporate into our own lives and businesses?

ABN: Tell us about the concept behind Urban Ashes—where it started and how it has evolved.

Paul Hickman: I started my career as a sign painter when I was 15 and after college continued for the next 16 years working with toxic and environmentally degrading materials. I knew I had to make a change for a safer environment, not only for my health but also for anyone that would be part of that environment.

I transitioned into furniture design and did a stint at EcoTimber in Berkeley, CA. There I realized there were more environmentally conscious alternatives, such as urban salvaged wood and other sustainable woods. And that was the beginning for starting my own art and furniture design services firm in Michigan, striving to utilize these woods and other green resources. But I wanted to design a product that would increase the utilization of urban salvaged wood while drawing from Michigan’s transitional or disabled workforce. We were making prints, framing them and selling them. And then I realized the frames we needed could be made from urban woods and I could engage the state’s under-utilized workforce to make them. From this, a whole new line of picture frames was created to add to the furniture business and Urban Ashes was formed.

ABN: Describe how the wood for your products is found. Are the materials reused, recycled, reclaimed?

PH: Urban Ashes is built upon an extensive network of supply chains, ranging from urban salvaged wood sourced through our mill to trees individually salvaged from home owners, businesses and municipalities. We have built a name that these various entities recognize and they choose to contact us for several reasons. One, it often saves the person or entity responsible for the removal of the downed tree the removal and disposal fees, which can be very costly. It also allows them to know that they helped facilitate the process of turning this wood into a higher value resource, greater than mulch, firewood or landfill. And, in the process of salvaging these trees—usually one at a time—it requires a good amount of labor and provides valuable jobs to our local economy. We have a strong focus on tapping those workers that are the most disadvantaged. Lastly, when you utilize an urban salvaged tree that had to come down for some reason other than turning it into lumber, we offset the need to cut down trees out of our natural forests to create these same end products.

ABN: Is only the wood for your frames salvaged or are other materials reclaimed and used for your products?

PH: We try to be as environmentally conscious as possible in our drive to make our products. Other reused or recycled products in our photo frames are the cardboard inserts and much of our packaging. These are salvaged from our manufacturing partner’s factory out of packaging for other goods they receive and process. Historically, they had to pay to have these disposed of or recycled. Now they are upcycled by cutting them to the various sizes needed for our cardboard inserts within our photo frames, as well as general packaging materials. In addition, we utilize recycled Detroit News and Detroit Free Press newspaper for stuffing in our shipping. Even the paper insert we use in our photo frames is made from recycled paper.

ABN: You’ve mentioned your work force. It sounds like your approach there is part of the company’s mission as well.

PH: From the beginning, Urban Ashes has had a focus on tapping our most disadvantaged workers. It’s part of our story. Our production crew is predominately built with people coming out of the prison system through the Michigan Prisoner Re-Entry Initiative. We want to be smart about how we utilize all of our resources, including the labor force. Providing jobs and training for disabled and transitional workers helps them, helps Southeast Michigan and Detroit, and helps the whole country be stronger.

When I think about it, the most rewarding thing for me about this business has probably been the human aspect. I like to think that Urban Ashes is giving our workers something to be proud of—in some cases for the first time in their lives. That feeling to me is incredibly rewarding and powerful.

ABN: What is the Detroit De-Nailed Collection?

PH: We’ve already talked about how Urban Ashes is trying to find creative ways to keep one of America’s manufacturing hearts healthy. Over the past five years, we’ve built a formidable group of partners in the very diverse greater Detroit area. Now Urban Ashes has also partnered with three not-for-profit organizations. This partnership brings raw, de-nailed timbers that have been carefully deconstructed from Detroit homes, once slated for landfill, to a rich new life. With their rich histories and stories, these old-growth timbers provided shelter to families for over 100 years.

While many of these homes have been bulldozed into oblivion, we are now able to rescue many of their spectacular materials by purposefully deconstructing them, then documenting the inventory. And the Urban Ashes Detroit De-Nailed Collection was “re-born” from this amazing collaboration of organizations, leadership and materials. We’re taking these wonderful rare materials and teaching our teams of disadvantaged individuals how to construct one-of-a-kind products from something that has been deconstructed. Every Detroit De-Nailed product has a tag showing the house, the year it was built and any history it may have. Now we not only make picture frames, we also offer mouldings, chop services and manufacture for other companies as well. It’s really something that is unrivaled in the framing and furnishings industries!

ABN: Finally, what has the impact of Urban Ashes been on you personally, besides the long hours and hard work?

PH: First, the business, the people, the company have each made me realize how fortunate I am. My personal circumstances have given me opportunities throughout my life that others simply do not have. And I know that those circumstances can change your life and your opportunities, now and in the future. At Urban Ashes, we are able to produce an enduring product that people want and that is important to me. We use milk paint or petroleum-free linseed oil in our finishes that adds beauty to the product and protects the health of our workers. Our customers tell us every day that they can see our commitment in our products, that they are beautiful, and that their customers are becoming such fans that they only want our frames and mouldings. We say we are a social enterprise. I know that is true. I feel good about where we are in the greater community and how we can contribute as we continue to grow. It all makes me a happy man!

For more about Urban Ashes, visit urbanashes.com

With a career that spans 30 years, DECOR Managing Editor Linda Mariano is a leader in marketing, brand management, ecommerce and promotion initiatives for major retailers, specialty retail, art industry, licensing partnerships, media and entertainment, as well as entrepreneurial business environments. For Redwood Media Group, Linda oversees the marketing and brand extension efforts of the company. She can be reached at linda.mariano@redwoodmg.com

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