Hello world!
As my bio page outlines, before getting into photography I was a freelance window decorator, otherwise know as a Window Trimmer. Although this is an art that ceases to exist in the realm it once did, it involved the creative marketing of “window shopping” in all retail stores throughout NY and the Tri State area, here is a little history of a lost art.
Being a native New Yorker, my interest in art and fashion evolved early on from life experiences. The year was 1972, I began a 5 year apprenticeship program working along side an established window trimmer. The pay was $50 per-week, sometimes working over a 12 hour day. I was newly married at the time, with my first daughter on the way, it wasn’t easy financially , but with a good woman beside you, you get by. Belonging to this group, The Men’s Display Guild of New York, made up of approximately 125 window trimmers, was a honor and a privilege, they were some of the most talented men in the industry. Yes at the time, it was an all male industry!
Upon completing an apprenticeship, you were expected go out on your own and try to solicit your own clients. In those days there were plenty of retail stores around and enough work for everyone . Then, in the late 80’s, many of the small independent stores were closing, as the “mall boom” began. The result was a decline in the need for window trimmers. These large retail venues used simple mannequin designs in windows that the store employees were dressing themselves, and it saved the stores money.
As all trades evolve with the changing times, this trade branched off into the trade show industry. This involved the building and designing of displays for the trade shows for all the clothing manufactures throughout the world. One night my partner and I were doing some work at the New Yorker Hotel when a man came up to us at 2am the night before the show and asked us to do his display. We were dead tired after working 4 days straight with little sleep. He said, “please do this for me I will be famous one day”. We did the job and many more for him after that. That man, Avi Nakash, was the owner of Jordache Jeans and was credited with the beginning of the giant jean craze that hit the US in the 80’s. After awhile they became so big that they hired their own design team full time. This did not interest us, as we went into this business to be our own boss.
As the industry continued to declined in 1992, I started branching out my interests in to the art of photography. I am proud to say that I have been successful in pursuing this, with over 600 weddings to my credit. I now own and operate Avalon Studios myself and handle all customer service. Most recently I have started to take an interest in designing some of the magazine style albums, as my whole business experience has been based around design, balance and color. Similarly, I have expanded my portrait taking and have done some modeling portfolios for some clients. Photography has allowed me to take the creative art of the now extinct field of window trimming and incorporate it into the ever evolving art of photography through my own unique artistic and creative interpretations .
I’m also proud to say I’m a Veteran and served in the armed forces from 1966-1971, making it a point to take care of any Veterans that use Avalon Studios for their wedding day
