Covid 19 Business Update

Great News!

Pure Framing is open for business again after the Welsh Government’s recent easing of lockdown restrictions.  In these strange and worrying times, I would like to assure customers that as we open again precautions are in place to protect you and minimise risk of virus transmission. These are:

  • Appointment Only to avoid more than one customer at once (this is standard practice at Pure Framing anyway).
  • When arranging the appointment I will ask you for more detail than I normally would about what you would like to have framed, and may ask for your email details so that I can send you some questions to answer ahead of the appointment if I need to do this.  I will also ask you to email me a colour photograph of the item you are having framed.  This will allow me to prepare as much as possible before the appointment to minimise the time required and the amount of contact between us. 
  • If you know what you would like in terms of frame design and the level of framing that you need then I am happy for customers to arrange a time to drop off their artwork with me. I will then put together some design combinations based on your requirements and send you photographs which we can then discuss. Once you have a choice, I can give you a quote for the framing.
  • If you are not sure what you would like and would like some advice and to see the options in person, then I have made arrangements for that. One customer at a time will be allowed into the workshop for a consultation.  Masks and gloves must be worn whilst in the workshop (these can be provided, but if you prefer to use your own this is fine).  We will maintain as much distance as possible between us during the consultation. The design area surfaces will be disinfected after each customer.
  • I will ask that all deposit and final payments are made electronically by BACS (I am not handling cash or cheques at the moment to minimise risk).
  • Most importantly, once you have arranged an appointment, if you or a member of your household are self isolating or have been feeling unwell, I ask that you contact me as soon as possible so that we can re-schedule the appointment (even if it is short notice).  I will do the same under those circumstances.

The above precautions will allow us to work together as safely as possible, and my usual high standards of customer service and attention to detail have not changed, so you can enjoy the great framing service that you have come to expect from Pure Framing.

I look forward to seeing you!

Does your framer have the right insurance?

Does your framer have the right insurance?

When you are planning to have something valuable framed it is well worth taking a bit of time and doing your research first. Before you consider giving your business to a picture framer, ask yourself “does your framer have the right insurance?”.

It is important to find out what kind of insurance they carry.  Most picture framers are likely to have standard business insurance, but is this enough?  The short answer is no.

Check that your artwork will be insured to its full value not only whilst in storage at the framer’s premises but also while they are working on it during framing. The “working on it” part is known as “process” insurance. This is important because an unforeseen accident in the workshop could cause damage to your artwork.  Should the unthinkable happen, you need to know that your artwork is insured by the framer to cover the cost of specialist professional repair or restoration which can be pricey.

A good Framer will have invested in specialist Fine Art insurance to cover them when working on valuable and rare fine art as well as during storage on their premises. Make sure you have done your homework and asked “does your framer have the right insurance?” so that you don’t get caught out. A framer who has made this investment will never mind you asking the question.

Pure Framing is fully insured with specialist Fine Art insurance that covers both process and storage. Pure Framing is also a proud member of the Fine Art Trade Guild, upholding their framing standards. Jo Ronald is a Guild Certified Framer, having studied for, taken and passed the Fine Art Trade Guild’s rigorous examination and assessment process. Get in touch to book your consultation appointment for your framing work now.

New for Spring 2019

With spring on its way, you may be thinking about freshening up your décor and changing things around a bit. At Pure Framing I can design framing packages with you to capture the style that you are looking for. Providing great choice for you, the customer is what it is all about at Pure Framing.  We offer a bespoke service which means that you can get exactly the look that you want from your picture framing. 

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I’m pleased to introduce a new range of pre-finished mouldings for customers that will be available alongside the “old favourites” and the bare-wood mouldings that I use for hand-finished frames.  New samples in stock include:

  • Aalto – a great looking “Scandi” style moulding which is ideal to display contemporary art and photographs
Aalto - Scandi Style Moulding from Pure Framing
Aalto – a great looking Scandi-style moulding
  • Bamboo – with a stylish contemporary feel with a cross-cut bamboo veneer which will compliment Japanese style art and lighter touch artwork
Bamboo – a stylish contemporary moulding
  • Palazzo – a classic style with a twist.  With its antique and slightly distressed painted finish, the eight colour combinations available to choose from will provide a classy surround for modern or traditional prints and paintings
Palazzo – a classical style moulding with a twist
  • Brompton – in elegant heritage colours paired with classic architectural profiles, this wide moulding will compliment original art, canvasses and limited edition prints beautifully.
Brompton – a moulding with a classical architectural profile
  • Derby – a classic open grained walnut moulding with a gold sight edge.  This moulding will compliment traditional art, maps and prints.
Derby – a classic walnut moulding with gold sight-edge

Mount Boards

I also stock a wide range of mount boards to make sure that I can not only offer the correct level of protection for your framing project, I can also offer you a broad range of options.

The basic mount boards I offer are all high quality white-core boards from Larson-Juhl and Crescent. These provide you with a wide range of colours and textures, with plain, linen and suedette finishes to choose from.  I also offer more specialist boards (Conservation, Cotton Museum and Unbuffered Cotton Musuem) which are used for framing work at Conservation and Museum Level.

Pure Framing offers a wide choice of mount boards to help you to find the right combination for your framing package


Pure Framing also offers you great choice when it comes to glazing your framing project.  There is of course ordinary glass, but our specialist glazing range offers you further choices:

  • Protection against ultraviolet (UV) light (the cause of fading)
  • Anti-reflective (optically coated to reduce reflection and glare, giving real clarity).
  • Top of the range Museum Glass which is both UV blocking and anti-reflective. 
  • Specialist acrylics offering all of the above options (ideal for large or heavy frames, or pictures that will be hung in public places where health and safety is a consideration).

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The importance of an air space in a picture frame

In this post, I am going to talk about the importance of an air space in a picture frame.  I have had a number of customers who have come in to get an old favourite re-framed and there hasn’t been the all important air space between the picture and the glazing.  This often happens when someone frames a picture themselves and uses an off the shelf frame without a mount.  This means that the image is pushed up against the glass.  It is unlikely that a reputable picture framer would ever do this unless it was the specific instructions of the customer and with that would come a disclaimer.

“Why does it matter?” I hear you ask.  The air space prevents the condensation that forms on the inside of the glazing from touching the picture.  This condensation is rarely visible to the naked eye.  Where the surface of the picture comes into contact with this, it can become stuck to the glass, and the moisture can cause other kinds of deterioration as well.  The condensation is formed by changes in temperature and humidity that a framed picture will be subjected to when hanging in a home or office or any other place where temperature and humidity are not regulated.

Image Imprint on Glazing
Image Imprint on Glazing

To illustrate the importance of an air space in a picture frame, the image shown is of the glazing from a frame that had been removed from an original print of some houses.  You can clearly see the imprint on the glass where part of the image surface had transferred onto the glazing.  Luckily in this case the print came away without any obvious damage and was re-framed successfully (and correctly).

The methods for creating an air space include using a windowmount (the depth of the mount card is sufficient), or if a windowmount is not wanted in the frame design, to include spacers between the glazing and surface of the image.  Spacers can be visible and part of the design, or invisible and hidden under the frame rebate (the inside edge of the moulding that holds the glazing in place).

If you have any framed pictures that are precious to you, whether they be family portraits, historic photos, original or limited edition prints, original artwork, textiles etc. and you are not sure whether the framing may be damaging them, give me a call and we can arrange an appointment for you to come over to my workshop where we can take a look.  I can either put your mind at rest that the framing is fine, or give you a price for re-framing (either within the original frame if it is in sufficiently good condition, or in a new frame of your choice).


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Tips for looking after your framed pictures

Here are some tips for looking after your framed pictures from Pure Framing.

When you have invested money in getting a picture framed professionally, you will want to look after it and avoid doing anything that might damage or shorten the life of your frame.  Here are some easy pointers for staying clear of some of the common pitfalls:

Transporting the framed picture

Picture frames are delicate objects and need handling and transporting with care.

  • Always carry the frame upright and take hold of it firmly on both sides (never carry it by the top of the frame).
    Always carry a frame by its sides
    Always carry a frame by its sides
  • Transport and store the picture upright to avoid putting pressure on or dislodging the mounted item which will have been secured at the top. If you transport a large glazed picture on its back without sufficient support the glass may crack due to vibrations during transport.
  • Make sure that you surround the frame with soft padding to avoid knocks, scratches or bumps. Something like towels, blankets or an old duvet will be ideal.

Think about where you are going to hang your framed picture

Hanging the picture in an unsuitable location can damage the frame and the picture inside it.

  • Avoid “hot spots” – pictures should not be hung above radiators or any other places in the house where temperature will fluctuate from hot to cold. Changes in temperature can cause paper and wood to dry out and adhesives to fail.
  • Avoid hanging the picture in humid or damp conditions. If you do this you increase the likelihood of the papers / mounts inside the frame becoming damp.  Damp can cause the picture in the mount to ripple, it can encourage fungal growth (causing discolouration and damage).  Avoid hanging a picture on a newly plastered wall – allow 6 months for the plaster to dry out first.  Extra protection against damp can be built into a framing package, but it will only delay damage in a very damp location.
  • Avoid hanging pictures in direct sunlight. UV light is very damaging and fades colours and degrades paper.
  • Once you have decided to hang your picture, make sure that you hang it securely. For larger pictures, two wall hooks will be better than one – set them about a quarter of the way in from either side of the picture.

Displaying your picture to the best advantage

Giving a bit of thought to how you display your picture (or pictures) will give you a more enjoyable and effective display.

  • Think about “eye level” – this is how most pictures are designed to be viewed.
  • If you are hanging a group of pictures of different sizes, try laying them out on the floor first to come up with a “design” for your group that you like. Aligning the top edges is a good place to start, but the group need not be symmetrical to get an effective display.



You will want to keep your pictures clean, so here are some tips on how to do this to avoid damaging them.

  • Avoid using water or cleaning fluids on frames, it can spoil the finish, and moisture may get inside the frame. Instead, just dust frames with a soft brush.
  • Keep your glass clean by dusting with a dry glass cloth. If you have to use glass cleaner then apply to the cloth first, not directly onto the glass or it could seep into the framing package.  Remember that specialist glass (such as Anti-Reflective) has an optical coating which is easily scratched, so take particular care.


The Fine Art Trade Guild recommends that pictures should be taken to your picture framer for a “check up” every five years.  However, here are some of the more common problems you can look out for yourself in the meantime:

  • Check the cord or wire on your frame from time to time to make sure that it isn’t wearing out or coming loose. If it is, take it to your framer for replacement.
  • Check the contents of your frame for any evidence of deterioration. Things to look out for include any discolouration, small brown dots, small insects under the glass.  If you see any evidence of this, take it to your framer for checking and advice.
    Discolouration visible on the mount
    Discolouration visible on the mount
  • Check the back of the picture to see if the tape sealing the back of the frame is intact and not peeling. If it is breached or coming away take it to your framer for replacement.
  • If your picture is an un-glazed, varnished oil or acrylic, check for evidence of the varnish discolouring on the face of the painting. This will gradually discolour over time.  This can be cleaned / replaced by a professional fine art conservator.
  • You may find that canvasses stretched over wooden stretcher bars may sag over time. If this is the case then talk to your picture framer about tightening it or having it re-stretched.

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