How long have you been in the Picture Framing Industry Lorenzo?
"I started The Black and White Box in the summer of 2017. Old-school film processing, scanning, darkroom printing and hire, digital printing, and image restoration. I have always been interested in framing as a craft. In November last year, we decided to order framing machinery from Avon and start up the framing side. My co-workers and I spent a few months learning about, refining, and understanding the many processes that picture framing requires. There was a lot more to unpack than I had initially thought when beginning this challenge, so starting was somewhat daunting. Still, I am so glad to have invested my time into taking the time to appreciate the details of this craft."
What inspired you to start picture framing?
"When handing a finished print over to a customer, we found they often wanted to complete their works by getting them framed. As we were sending them elsewhere for this service, it felt like a natural progression to investigate picture framing. I have always been attracted to the refinement of craftsmanship, particularly woodwork. There is a simple beauty alongside dedicating your time to mastering a craft. I am also interested in how the ‘framing’ component of images and art is often overlooked by the audience - even though the frame is what completes, binds, holds up and finishes the work, making what you are framing functional and, if you like - timeless."
What do you enjoy most about framing?
"The diversity of skills and the variety of considerations involved with framing is something I have come to really enjoy. It is like a balancing act, trying to highlight features of the framed work while not overpowering it. There are so many options, and every job is so different, it keeps things exciting."
What do you think has been the key to your business doing well?
"Honestly, our success so far is due to the great team we have. The people I like to work with are photographers or artists themselves. I find it helps to bridge the gap between technician and customer through the relatability of craft. It also creates a more trustworthy relationship with clientele which I find important when dealing with art, as art is such a personal gesture, it is nice to feel you are in good hands."
Do you have a favourite piece of work you have framed?
"A favourite piece would be two of the float jobs we did recently. One is a personal piece by one of our framers, Ziggy. It is a cyanotype floated on a black backing, using Avon 28 x 45 raw Australian Oak moulding and Oak Spacers." Recently we had the opportunity to frame a collection of pressed flowers from the 1960s. They were given to us by a customer who sourced the collection from The University of Auckland."
What would be your favourite Avon Product you love to work with?
"We are big fans of the Moda range. In particular, the Moda Box 13w x 40h Black, and the Moda Box 13w x 40h White. They are both very versatile and beautiful mouldings to work with."
Avon are proud to be suppliers to The Black and White Box https://theblackandwhitebox.co.nz/