THE `FRAMING' OF AMERICA

Why was the Mona Lisa smiling?

Art critics have discussed the mysterious smile of Leonardo Da Vinci's most famous painting for centuries.

Here's another theory: Perhaps Mona Lisa knew nearly 500 years ago after her smile first appeared that America would be "framed."

Homes throughout the country are becoming mini art galleries, their walls hung with treasures ranging from a child's first, scribbled alphabet to great-grandmother's needlepoint to family photographs to prints of Mona Lisa herself.

Almost as long as there have been pictures there have been finely-crafted containers to hold them.

But never has the selection of frames been so large or has framing been so popular.

Although frames in a stock variety of sizes can be purchased in many stores, an increasing number of people are opting for custom framing, either to more exactly match the decor of their homes or to give a just-right touch to a special item.

"Custom frames" are handled individually by framers, who cut each piece of glass and fit each subject by hand. Other frames are mass-produced, complete with glass, backing and hangars, and can be found in a number of retail outlets throughout the country.

Today, there are more than 20,000 professional "framers" in the U.S.

"Half of our business is framing," said Steven D. Gregg, of S. Gregg Gallery, 11 N. Main. "We do a lot of specialized framing, including hand-painted mats and shadow-box frames."

"Framing has been a strong point with us for many years," said Steve Mueller of Stev-Mark Inc., which has operations at 16 N. Spanish and 2121 William.

"It's easily a third of our business," said Mark Mueller, a partner with his twin brother, Steve Mueller.

The Muellers specialize in the paints, wall coverings and artwork.

Jary Reppen of Cape Art Mart, 21 South Plaza Way, spends a lot of time at the framing table.

"Every framer in town seems to keep busy," said Reppen. "I spend a good portion of my time framing pictures and memorabilia.

"We have requests for a variety of items to be custom-framed," said Reppen. "I've framed swords, athletic uniforms, baby clothes, military medals, buttons and other items, even old feed sacks."

Reppen said advertisements from old magazines and needlework are also popular, along with old photographs.

Cape Art Mart also specializes in pre-cut mats and ready-for-use picture frames.

"A lot of people do their own framing on some items," said Reppen. "We sell many picture frames and pre-cut mats."

Framing has created a variety of markets that help boost the economy.

In addition to outlets for fine art prints, posters and mats, the framing business requires a number of tools and materials.

"People frame a lot of things," said Gregg. "We recently spent the day with one customer who had a wide variety of original art work, old family photographs and some small collector-type items. This represents a good gamut of what we frame."

Gregg, who has been in downtown Cape Girardeau since 1980, recently won a couple of awards in the Chicago Regional Framing Contest.

"In this particular contest, framing was judged on creative use of molding in framing," he said.

"We work with each individual to determine appropriate framework for the art they have," said Gregg. "Basically we take into consideration the customer's needs and his or her wishes."

Gregg said certain types of artwork lean toward particular types of frames.

"You wouldn't want a chrome-metal frame on an old masterpiece of art," he said. By the same token, said Gregg, "We try to mix and match various shades of matting for the picture or item to be framed."

Gregg has one of a few American shops that provide the French matting techniques.

"This technique was developed by the Victorians," said Gregg. "It utilizes different shades of mats around a print, and includes inked lines drawn by hand. All this gives an optical illusion of depth and texture."

As many as 85 percent of the frame shops in the U.S. discontinued the French technique in the 1920s when colored mat boards were introduced.

"Antique map framing is popular in this area," said Gregg. "And family photographs are always popular."

Gregg says his company cuts and joins everything at the store.

Stev-Mark recently expanded its art gallery and framing in Cape Girardeau.

"We moved to a larger building next door in the West End," said Mark Mueller, who manages the William Street store. "We tripled our space and one-third of the new store is an art gallery."

Steve Mueller is manager of the downtown operation, which also features an art gallery and custom-frame operation.

"Framing has been a strong point with us for a number of years," said Steve Mueller. "The art galleries enable people to see artwork on display in a gallery setting. It also helps customers select matting and frames for their prints."

In addition to custom framing, there are always ready-made frames, that are adequate for certain occasions -- token award certificates, or as a holder for high-school diplomas.

These frames are available at a number of stores, and are complete with glass, stapled fitting device, backing and hanger.