Bella Moulding At The West Coast Art & Frame Expo And National Conference

Bella Moulding will be exhibiting five new collections from Europe and Asia at the 15th annual West Coast Art and Frame Expo, as well as new photo frame collections from Bella and Prisma Frames. Stop by the Bella Moulding booth #911 for a sneak peek and demo of some exciting new technology developed specifically for the framing community.

During the show, Bella staffers, Nellie Siegel and Mark LeBeau, will be conducting a lecture and workshop on Profiting from Prisma. Bella owner and show favorite, Jay Goltz, will be giving two talks. His topics include: The Goltz Standard: Pricing Strategies, and Conquering Cash Flow: Understanding the Critical Elements. 

Details on all WCAF Show lectures and workshops featuring Bella Moulding:

Profiting from Prisma: A Guide to Seamless Sales

Why does a customer choose your shop over another? Differentiation is crucial to generating more sales in a ready-made cookie cutter frame market. Join experts, Nellie Seigel and Mark LeBeau, to learn how Prisma Frames will elevate your offerings and help you stand out from the crowd. If you have a fashion-forward, design-driven shop, you’ll find these contemporary frames unlike any other closed corner frame. We’ll take a visual tour of framed projects so you’ll know when to display while also discussing when you shouldn’t. Discover how easy it can be to narrow down the over 3 million possible combinations of color and pattern to the right design, giving your client a truly custom experience. You’ll leave this class saturated in color, creativity, and with the confidence to sell fabulous seamless corner acrylic frames.

The Goltz Standard: Pricing Strategies

Are you working hard and not making the kind of profit you should? Jay Goltz's powerful presentation reveals the specific ins and outs of pricing, one of the most critical elements of your business. Learn how to conquer the pricing dilemma from the expert. Considered by many as the best in the business, Jay owns and operates Artists' Frame Service, the largest independently owned retail frame shop in the U.S. He addresses the critical elements that, if overlooked, can deplete your profits. He'll show you an easy method of creating a formula that works regardless of your competition, geographic location, or size.

Conquering Cash Flow: Understanding the Critical Elements

As president and founder of Artists Frame Service and author of The Street-Smart Entrepreneur, Jay Goltz is a renowned authority on economic issues faced by independent business owners today.  Drawing on his years of experience, Jay will discuss cash flow vs. profit challenges and how to identify the difference.  Detailing the ins and outs of equipment leasing, he’ll help you determine if it’s an appropriate option for you.  He will tackle the debt debate to reveal whether it can be a “friend or foe”.  His down-to-earth approach to receivables will address whether you can be a "nice guy” and still get paid. Jay will conquer vital issues about inventory, determining if it’s an asset or liability.  Covering even more, this popular “can’t miss” session will help you construct a strategy that keeps the cash flowing, the key to your success. 

Bella Moulding

Bella Moulding is a boutique line of picture frames and mouldings developed for discriminating galleries and frame shops nationwide. Used to create some of the most innovative and beautiful framing in the industry, the Bella Moulding line features everything from ornate silver leaf to couture-inspired crystal glitter to intricate patterned marquetry.


Prisma Frames is a state-of-the-art line of seamless acrylic frames developed by Bella Moulding. Combining engineering ingenuity with artistic integrity, Prisma’s fully customizable frames come in 46 brilliant colors, 19 uninterrupted patterns, nine shapes, two finishes and countless widths for a look that’s unlike anything else in the industry.