Home

Name: The Artist's Touch Picture Framing

Type: Custom framing, preparing needle work, paintings, photographs, diplomas, and plaques for framing.

Email address: Tom@theartiststouch.com

Telephone: (908) 561-9443

Web site: theartiststouch.com

Founded: 1976

Top Officer:Tom Seiz

How would you describe your business?

"I provide custom framing for paintings, posters, diplomas, needlework, and other special items," said Tom Seiz, owner of The Artist's Touch Picture Framing.

"I also do custom artwork on paintings that I am commissioned to do. I enter and have received prizes for many of my seascapes and landscapes that have been judged in competition. Customers might request me to paint their house or a scene from a photo of a trip they have taken. I don't do portraits. I specialize in water."

What makes your business special?

"I personalize each customer's project. I named the business The Artist's Touch because I am both an artist and a framer. As an artist, I put that sensibility to finding the most appropriate setting and details to complete each individual customer's work before I frame it. Customers have told me my prices are less than the chains who advertise."

What goals do you have for the business?

"To continue in the art and framing of beautiful art."

How has the business changed?

"I founded the business in 1976 while I was a high school science teacher in the South Plainfield school district. I worked part-time in the afternoons and on weekends with the help of my father. Two years later, in 1978, I left teaching and became a full-time framer. The 80s were extremely busy with a great deal of corporate work. With the downturn in the economy, they started laying people off and the last thing they needed was framing. After 16 years working exclusively as the owner of The Artist's Touch, I returned to teaching high school science in South Plainfield and in 2000 was made team leader of the SPHS Science Department. While I still do some work for companies now, I gave up the store front and work more for individuals."

What was your most important deal?

"AT&T and Cosmair/L'Oreal were my large accounts. I also have a memorable deal. I framed something from the Staten Island Marine Corps Honor Guard that actually went to President Reagan and hung in the White House. It was a metal plaque that I framed in a shadow box."

What changes do you expect in the next 10 years?

"I expect my customer base to increase from former customers and from word-of-mouth from friends and their relatives."

What is the most important thing you have learned in your business?

"That customer service is most important. A lot of places tell customers what they want to hear. I don't. I guide them and I am conscious of their pocketbook. My artistic background comes into play (in the advice I give the customer)."

What advice would you give to someone considering your line of work?

"If someone wanted to learn how to frame pictures, there is a group called Professional Picture Framers Association, which offers courses and also certification to those who follow through and take the exams. This is for someone who didn't have any background. The Professional Picture Framers Association is located on the Internet at www.pfpa.com. They train you in courses on everything, including color matching and matting.

"In my case, I started to learn how to frame when I was getting my pictures ready to be in a show. I received my training working with Bob Harring at Swains Art Gallery in Plainfield. Later, when there were requests for gold leafing on the frames, I had Paul Gieske of Swains do that work for me."

Is there anything else you would rather do?

"No -- except painting or fishing."