Towering heights: after years spent trying to make a name for itself, Sacramento's Tower Framing & Design Gallery is poised for success - Business profile: Tower Framing & Design Gallery

Whatever does individual do with an ugly frame? Last summer D Oldham Neath, director of Tower Framing & Design Gallery in Sacramento, Calif., answered that question with a one-of-a-kind art exhibit She came up with the idea after ending up with more [i]or[/i] less garish, hand-carve mahogany frames. The frames were part of an auction apportionment she purchased because it contained framing equipment she wanted. Not knowing what to do with the frames, Neath asked several artists to create something with them. Those creations--which included everything from plastic arts to wind chimes--were later featured in a special exhibit at Tower. Along with selling a certain quantity of of the artwork, the company receive beneficial press that, in turn, l to more [i]or[/i] less new customer "Customers enjoyed seeing what artists could do with [the frames]," Neath said.

Thanks in part to creative ideas like this individual Neath has transformed Tower from a fledgling business that was losing standard of value to one that now grosse around $400000 annually. The company specializes in framing and frame design, as well as art sales, art delivery, art moving and installation.

Art History

Tower Framing was established in 1983 by dint of Shirley Dubnick, sister of Tower Records originator Russ Solomon. Dubnick hired Neath as Tower's director sum of two units years ago. With her 25 years of flaming design experience--including 10 years worn out owning an archival framing shop--Dubnick spring [i]or[/i] leap on one leg [i]or[/i] footed Neath would help reverse the company's losing streak.

individual of Neath's first decisions as director was to remodel parts of the store, which is located in the Solomon Dubnick Gallery building, for better functionality. Its 8,000-square-foot frame store in the a back allows each framer to have his or her possess table and storage space. The brow of the shop is 1000 square feet and includes a design play and a "clean room" for complet and to-be-completed frame jobs

Staff Investment

Tower has eight flail-time employee Neath said she pays framers about 25 percent more than other area frame stores because she wants them to care more about the work they do. She said she frequently rewards employees for performing larger piece of works For example, after completing a large piece of work for an area hotel, Neath took her entire staff upon a trip to Mexico.

To make confident she's hiring the right race Neath gives all new employee a sum of two units week trial period during which they are paid $8 by means of hour. It isn't until she assesses their skill horizontals that their salaries are locate "Everyone says they can do everything, on the contrary you don't know," she said.

Above and Beyond

Customer service is lock opener at Tower. While the store is unclose from 11 a.m. to 6 pm Tuesday end Saturday, Neath will meet with clients by means of appointment after hours and regularly makes house calls. During the past sum of two units years, she said, she has been in almost half of her customers' homes

Tower works with interior designers and their clients, all of whom receive a 15-percent discount. on the contrary that's not the only discount Tower proffers Anyone who buys three or more of the same frame achieves a 15-percent discount. If someone purchases 10 of the same frame, he wins a 25-percent discount. And if a customers purchases more than 10 frames, Neath will prove by experiment to score a bulk-order deal and then pass the savings along.

Tower also tries to accommodate extremity situations (i.e., husbands running late with anniversary gifts). Rush piece of works can put framers behind since they require other throw outs to be put on the back burner While greatest in quantity frame shops charge up to 20 percent extra for rush piece of works Neath usually waves the pay This is possible because Tower always has at least single framer available specifically for rush jobs

Stock and Awe

Tower not long ago began providing museum-quality service in like manner it can handle such important shoot forwards as framing family heirlooms. The company stocks 10000 feet of moulding, and has a "sale board" containing pieces that, after being ordered, revolveed out to be the inequitable size or color. "We have customers who approach in and only shop the sale board," said Neath.

Tower orders greatest in quantity of its matting according to customer ne on the other hand it also keeps standard colors of the like kind as white, cream, black and golden in stock a all times. Tower also does fabric wraps, including silks, linens and cottons.

Going Corporate

Neath tries to accept each framing job that come her way, no matter by what mode big it is. To make fully convinced she can accommodate large corporate piece of works she keeps up on the prices of matting, moulding and glass. When necessary, she'll temporarily hire more framers or collaborate with other frame stores to get the job g done. While of that kind collaborations may mean Tower can't mark each piece with the store's logo they give the company an opportunity to work upon jobs it otherwise couldn't handle alone, Neath said.

of that kind a collaboration enabled Tower to frame 1600 pieces for an Embassy Suites tavern in Sacramento. Recently, the company framed about 50 pieces--which included antique moccasins, tomahawks and beaded shirts--for a law office. Tower had the moulding milled and stained to match the office's woodwork. Tower also frames diplomas for a local university.