Web Edition

NEWS

FEATURES

ENTERTAINMENT

COLUMNS

CONTACT US

Fast Frame in Montgomery Center Offers Custom Quality Framing

Whether framing a valuable oil, photograph, poster, needle point, or African mask, imagination, creativity, design skill, and eye for detail are crucial.

"Above all," emphasizes Veronique Berger, "the reason for a frame is to complement and enhance the art. And a good frame certainly does not detract from the art."

Ms. Berger and her husband Jerry Lott opened Fast Frame, an independently-owned franchise, in the Montgomery Center last year, and have stressed quality from the beginning.

"Our motto is 'Good enough is NOT good enough'", says Mr. Lott. "Our designs are guaranteed for 30 days, and workmanship is guaranteed for life. This quality guarantee sets us apart."

Mr. Lott, who formerly worked with Bell Labs and an Internet-related business, was involved in framing as a hobby, and had made frames in his home. "I had taken a lot of art courses, and at one time, thought of architecture as a career," he explains. "When I learned about Fast Frame, I was especially impressed by the quality."

Fast Frame, which originated in England, came to the U.S. in 1987, and now has 250 locations worldwide. Its U.S. headquarters are in California, and there are 10 to 12 locations on the East Coast.

European City

Mr. Lott and Ms. Berger, a native of France, live in Hunterdon County, and were eager to open their business near Princeton. "We come to Princeton a lot and attend many events at the University and McCarter, and in many ways, Princeton is like a small European city. It's one of the reasons we wanted to locate our business here."

Ms. Berger has an additional reason to be attracted to Princeton. "I'm from Colmar in France, which is the sister city of Princeton Borough," she explains. "When I came to the U.S. 13 years ago, I loved it, and it was special to have this particular connection.

"Our background is in marketing, market research, and customer satisfaction," she adds. "We both worked in the corporate world, and having our own shop gives us the satisfaction of working closely with people and interacting with them. We feel very strongly that we want to bring quality and customer satisfaction to every interaction."

"We sell enjoyment," points out Mr. Lott. "When people come in, we spend as much time as we need to. We find out as much as we can regarding their other artwork, colors in their house, what do they want to do with the piece. Will it be in an informal or formal setting? We are doing something that is very personal for their enjoyment of their home and for people's memories.

"People have fun here," he continues. "We try to educate customers about frames and how they are made; why we select colors in the matting, why we mix textures and solid colors, and we also point out trends in home decorating."

"We believe it is important that the design is a reflection of the client's personality and home, and complements and enhances the art," adds Ms. Berger. "We will show them two or three different design ideas, and we try to open their minds to other ways to frame the piece and see it in different ways."

Enormous Selection

The possibilities seem limitless. An enormous selection of moldings and mattings is available, and all work is done in the Fast Frame workshop on the premises.

Moldings are from Italy, Spain, France, and the U.S., and offered in every design, from simple to elaborate. Most are handmade, and range from modern to old world antique. Larson Juhl and Roma are important companies.

"Gold is especially desirable. It's traditional and elegant," says Ms. Berger. "On the other hand, we have beachwood that is very popular now for shore houses. It can both fit the art and the location.

"Also, 'Shabby Chic', with its distressed look, is in demand, and burl wood is especially popular for its handsome effect," she adds. "A brushed pewter finish on wood is very nice for a black and white photo."

Fast Frame carries the award-winning Craig Ponzio Collection, including an Art Deco line, from Larson Juhl.

"We also frame a lot of Oriental art, and we often use bamboo," notes Mr. Lott.

Only acid-free and fade-resistant mats are used, he adds. Standard paper mats, suedes, and cloth are available. "There are 300 different fabrics I can mount on a mat board. It adds dimension and can integrate with the decor.

Frequently Framed

"Glazing is very important," he continues. "Standard glass keeps out 45 percent of UV rays. UV protective glass keeps out 97 percent, and there are variations. Older valuable pieces should have conservation glass."

Artwork, photos, and posters are the most frequently framed pieces at the shop, but Mr. Lott has also framed an acoustic guitar =8B "the biggest piece I've framed" =8B a violin, an African mask, degrees, diplomas, wedding invitations, sports jerseys, numerous mementoes, and "one of the most unusual pieces =8B the actual stuffed head of a dog."

"Every piece has its history," notes Ms. Berger, "and we respect that history."

Children's art is another important category at Fast Frame, and Mr. Lott and Ms. Berger note that creativity and talent can be expressed at any age.

"We recently framed work from students, aged five to 10, at the Montessori School. Many of them are very talented. The art teacher selected 12 pieces to be framed, and they will be on display here for two weeks. This is very rewarding and enjoyable for us."

Fast Frame also has a selection of poster art, including some limited editions, for sale, and the work of area artists.

Corporate and commercial framing is another part of the business, and free delivery and free installation are offered.

High Proportion

"We are also glad to go to a client's house and make recommendations," says Mr. Lott. "We are very encouraged. We have a very high proportion of return customers, and there has been great word-of-mouth. We offer competitive pricing, and we try to meet any budget.

"It's pretty special when a customer comes in and says 'this frame is like a work of art!'"

"We want to continue to build the business, and we are in for the long run," adds Ms. Berger. "We want to be the custom framing store of choice. We also like to be involved in the community. We work with the Montessori School, the Greater Princeton Youth Orchestra, the Chamber of Commerce, and other groups.

"We are passionate about what we do. And we want to share that passion."

Fast Frame is open Monday through Friday 10 to 7, Saturday until 5, and Sunday during the holidays. Orders for Christmas can be taken as late as Christmas Eve day. Telephone 683-7778.