Accessories to success: Bay Moulding Company's frame and mirrors division takes on a life of its own

Since setting up shop 28 years ago, Bay Moulding Company moulding manufacturer and importer to become a contender in the home accessory arena. Four years ago, under the guidance of company principal Joan Feldman-Isaksen, the Novato, Calif.-based business launched a frame and mirror division, which continues to grow.

"It's a whole new avenue, and it has absolutely added to our roster of clients," Feldman-Isaksen said.

The move to tabletop items was a natural one for the company. A good portion of the firm's products are used in its photo-frame line. "The framing industry has exploded with great new finishes, and people are becoming more adventurous in their choices for products," said Feldman-Isaksen. "Consumers are really branching out in their homes, using fun colors and finishes. That's what makes the photo-frame industry so much fun. It's still classic and traditional, but with a twist."

Further, quality control and production were already part of Bay Moulding's make up. "Coming from the picture-frame industry, we had the means and the know-how to place a huge emphasis on the quality of the frames we produce," she added. "We are sticklers for providing quality. The corners of our products are joined well, and the velour easel backs cover the whole back of the frame nicely."

Setting the Table

Bay Mouldings' photo-frame line consists of 4- by 6-, 5- by 7- and 8- by 10-inch frames, and wholesales at prices ranging from $5 to $40.

Feldman-Isaksen, who has a degree in fashion merchandising from California State University, Chico, works closely with retailers in setting up the tabletop frame displays. "We provide merchandisers for the photo frames, and I will personally go to the store and set up the shelving units, putting an entire merchandising program into place," she said.

To best present the products, she encourages retailers to place pictures in all of the photo frames on display. "It helps the customer visualize the frame in his or her home," she said. "Pictures of children and dogs always help. Who can resist them?"

She also advises that displays remain simple and uncluttered. "Don't put out too many of any one item; it doesn't leave an urgency with the buyer. Restock as needed. I find that it helps if the frames are merchandised as they would be displayed in the home with other items, such as candles," she said.

Mirror Moves

Mirrors, too, have attracted consumer interest. "The latest trend is toward very large mirrors," Feldman-Isaksen said. "People often have an enormous mirror leaning against a wall. We manufacture products that range from 12 by 12 inches to 40 by 72 inches. We strive to keep a good mix of modern and traditional mouldings. In many homes, the minimalist look is very popular." The mirrors wholesale prices range from $40 to $550.

Hitting the Streets

Feldman-Isaksen keeps her finger on the pulse of the home accessory market. She has secured product placement in showrooms ha Atlanta, Los Angeles and High Point, working closely with gift stores, designers and interior decorators. She also attends SACA in Italy and Maison de Object in Paris to keep abreast of trends overseas, and she exhibits at such venues as the High Point Furniture Show, the San Francisco International Gift Fair and the West Coast Art & Frame Show.

Feldman-Isaksen also serves on the advisory board for Home Fashion and Trends magazine, which is a subsidiary of Giftware News. "The board is at its beginning stages. At present, we answer questions on issues relating to the gift industry, such as trends in color, fabric, texture and styles, and our answers are published," she explained. "We basically give buyers a direction as they go to market, or we provide an opinion on issues that they may not have come up with on their own."

The Company You Keep

Feldman-Isaksen's involvement with Bay Moulding has been lifelong. The firm was founded in 1976 by Feldman-Isaksen's parents, Heinz and Marlene Feldman, and their partner, Nick Krikoriantz. The business began as a manufacturer of oak- and pine-finished moulding products. In 1978, Ralph Stancato, who had a background in gilding, joined the mix with the goal of enhancing the Bay Moulding product line. Italian-made imports were added to the company's offerings and, by 1979, the company eliminated the manufacturing end of the business to focus exclusively on imports.

"The imports were more cost-effective to work with, and the products had fantastic designs," noted Feldman-Isaksen. Today, the company imports from Italy, Spain, Indonesia, Malaysia and Taiwan, and carries roughly 400 profiles.

Although Feldman-Isaksen's parents are nearing retirement, her father holds the title of chairman of the board, while Stancato is the president and chief executive officer. Krikoriantz left the business to pursue other ventures in 1983.

The company founders, Feldman-Isaksen said, established a legacy of quality customer service, which remains intact today. Our motto is customer service, quality and value. As Ralph always says, 'You are only as good as your last chop,'" she said.

She credits Diane Allen, an office manager, and Lorena Robertson, a customer service rep, with doing an exceptional job in keeping the business' 2,000 accounts content.

"Our goal as a company is to try to accommodate our customers in every way that we can," she said. "If a customer wants something, we do our best to make it happen."

Bay Moulding Company at a Glance

FACTS & FIGURES

* Owner: Heinz Feldman, chairman of the board

* Year Founded: 1976

* Number of employees: 17

* Products: mouldings, picture frames and framed mirrors

* Trade shows: High Point International Furnishing Market, San Francisco International Gift Fair, West Coast Art & Frame Show

* Contact: Bay Moulding, 9 Pamaron Way, Novato, ca 94949. Phone: (415) 382-0903, e-mail: bay@moulding.com, Web site: www.baymoulding.com

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