Global Art identifies niches, sets trends: two creative sisters bring unique moulding choices to custom framers - news makers - Company Profile

Since opening its doors in 1984, Global Inc. has experienced steady growth by identifying trends and filling niches within the framing industry.

"We began as a distributor of metal picture frame mouldings and grew to become a manufacturer of wood and metal mouldings. Throughout our history, we have aggressively pursued avenues in design, shape and finish that were not previously addressed in the marketplace," explained Michele Frazho, who co-owns the Kentwood, Mich.--based business with her sister, Renee Frazho.

"Our goal has always been to provide choices that give the framer creative abilities" Michele said. "From the onset, we introduced unique designs and colors, such as hunter's green and midnight blue, in anodized metals. They were very well received because they were so different than the traditional silver, gold and black products that bad become the industry mainstays."

The sisters have identified copper as the season's new color trend. "We are producing mouldings in an array of copper colors," said Michele. "From penny copper to brown blends to red tones, these colors are getting a really great response."

Studying trends in related fields helps Global Art anticipate change within its own industry. "We participate in shows that are geared to a variety of industries such as photography shows, signage expositions and hotel shows. When you talk to the different industry personnel, you can get a lot of different feedback said Renee.

For instance, through attendance at a hardware show, the Frazhos realized that the exhibitors featured more silver than gold lectures. Observations such as this inspire innovations within their own product offerings.

Global Art's product line consists of more than 600 wood and metal mouldings. The company's newest strong seller is what the Frazhos refer to as "creative inlayed-wood mouldings." "We are producing them in both 1/2- and 1-inch widths," said Renee. "These products consist of numerous exotic woods from North Africa. The inlay mouldings also have accent edges of mother-of-pearl and black ebony.

"These uniquely inlayed-pattern mouldings can be used on children's artwork and NASCAR racing posters as well as wedding invitations," she said. "Additionally, they can be used as an accent liner on a larger moulding."

Wood mouldings have been a part of Global's product mix since 1989 when the company began importing Italian wood mouldings. "Since the beginning, we selected mouldings that we found truly unique," said Renee. "Instead of concentrating on standard oak and ash wood patterns, we stared off with wood moulding patterns that were not commonly found in the United States"

While the sisters are recognized for creativity, their practicality has been crucial to their success. In the metal moulding arena, they filled a niche by creating customized frames for the advertising and display industries.

"These mouldings consist of three distinctive design shapes: top loading, side loading and front loading," said Michele. "Since materials can be changed easily without taking the frame apart, these products are ideal for hotels, hospitals, restaurants or any place where the art displayed changes routinely.

"They also work very well with galleries that do continuous art showings," she said. "The artwork can easily be popped in and out. There's no labor, and, since the frames are reusable, they are cost-effective."

Global has prevailed in finding a niche within the photography market, as well. "During the winter of 1996, we actively addressed the photography market" said Michele. "We became involved with photographers on the local, state and national levels, listening to their needs and concerns about framing.

"A photography organization in the state of Michigan asked us to conduct 'Framing for Photography' seminars statewide" she continued. "The Professional Photographers of America caught on to what we were doing and asked us to do this on a national level. Through lectures and workshops, we have taught photographers how to sell themselves, and up-sell their offerings, through the presentation of their work."

The company got its start in a 3,000-square-foot facility with a handful of employees. Today, it is based out of a 35,000-square-foot plant. Looking ahead, the Frazhos are anticipating continued growth.

"We are devoted to providing picture framers with moulding that is unique. This gives them a competitive edge against the mass merchandiser in the framing market" said Michele. "We strive to fall the need for truly unique products that allow framers to accent their creative abilities.

"Global Art feels that the quality of picture-frame moulding combined with pricing, service and delivery are important factors to the framer, and we willingly address those issues," Frazho said.

Global Art at a Glance

FACTS & FIGURES

* Global Art is a family-run and women-owned business.

* Global Art works with the Kentwood, Mich., school system offering advanced internships in sales and marketing to qualified students.

* The company offers a customized, automated framing software program for manufacturers, wholesalers and retailers, which includes all accounting and inventory modules.

* The company has expanded several times over its 19 years but has remained in the same city.

* Global Art Inc. can be reached at 4601 50th S.E., Kentwood, MI, 49512; phone: 866-310-4278; fax: (616) 698-8338.

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