Window Fashion VISION July/August Issue Volume 46

Elegance In Motion

AI + Tech = Future of Shades

Boost Home Health with Wellness Architecture

The Project of the Century: 700+ Shades in 30 Days

Panels Discussion: Create Board-Mounted Angled Draperies

FULL RANGE OF CHILD-SAFE SOLUTIONS

Our child-safe solutions for window coverings align with the stringent WCMA regulation ANSI/WCMA A100.1-2022.

Prioritizing safety, our range includes Twin Pull, Safety Tensioner, motorized and cordless options, all meeting industry standards. With quality testing conducted in-house and by third-party laboratories accredited by WCMA, we ensure our products not only enhance aesthetics and functionality but also provide invaluable peace of mind.

VOLUME 46, ISSUE 4

President/Publisher | Grace McNamara grace@wf-vision.com

Associate Publisher | Ania Munzer ania@wf-vision.com

Contributing Editor | Blake Williams blake@wf-vision.com

Art Director | Cat Kahnle cat@wf-vision.com

Copy Editor | Maude Campbell maude@wf-vision.com

Event Manager | Shannon Flaherty shannon@wf-vision.com

Advertising Sales | Noehlia Sene nohelia@wf-vision.com

Marketing Coordinator | Tracy Herold tracy@wf-vision.com

Accounting | Heather Bradley accounting@wf-vision.com

CONTRIBUTORS

Sam Blair, Kathy Cragg Pace, Christine Haskell, John MacKenzie, O’D McKewan, Roger Magalhaes, Oliver Schreiber, Linda Tully, Douglas Weinstein

SUBSCRIPTIONS

651-330-0574 • info@wf-vision.com

Window Fashion VISION magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than VISION magazine are solved at the discretion of those involved.

Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by Grace Media, LLC, 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078, Tel 651-330-0574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN. Postmaster: Send address changes to Window Fashion VISION, 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2024 by Grace Media, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078 JULY + AUGUST 2024, VOLUME 46, ISSUE 4.

ON THE COVER:

Photography: Brandy Stoesz of Brandy Stoesz Photography

Project: Private Residence in Houston, TX

Workroom: Lucy Interiors Custom Workroom

Designer: Susan Kostelecky, SK Designs

Fabricator: Sugar & Spice Draperies and Shades

Installer: JB Executive Installations and Jeff Norton, J Norton Drapery Installations

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SheerWeave® Privacy with DOW ECOLIBRIUM™ is now recommended by the Skin Cancer Foundation as an effective UV protectant. SheerWeave Privacy is an innovative sun control fabric offering additional privacy without total darkness. Made with a sustainable bio-based plasticizer, all five colors are available now!

Grace McNamara, Publisher

Feeling the Heat!

This is certainly turning out to be a sizzling summer! Record temperatures and inclement weather are forcing us to pay serious attention to controlling temperature and sun exposure for comfort and safety. Fortunately, the window covering industry has stepped up to the plate, playing a greater role in the well-being of our homes and ourselves. There isn’t another home product, other than air conditioning, that can provide this level of relief. Window coverings also play a significant role in the trend of “wellness architecture,” as Douglas Weinstein discusses in his article on human-centric lighting.

I look back fondly and with some amusement to the 1990s when we tried to provide educational content on the future of motorization with a column in every issue. Through surveys, we discovered that our readers weren’t biting or feeling that automated shades were important, so we finally gave up. Now, look at us today! We dedicate an entire issue to the importance of this key component and cover developments in each issue—it’s that important.

And now, with the explosion of artificial intelligence, we have even more to look forward to. I appreciate the article on page 26 and look forward to the evolution of voice recognition and Google Earth Engine API to control the shades in my two drastically different homes in Minnesota and the mountains of North Carolina.

Enjoy this summer issue in your happy place, we hope we’ve enlightened and inspired you!

Grace McNamara Publisher Window Fashion VISION

Let’s Make a Refreshing Campari Spritz!

The season for summer cocktails has arrived! We’re toasting to it with this effervescent and invigorating Campari spritz recipe. It’s ideal for a scorching afternoon or evening!

1. Add the Campari to an ice-filled glass and briefly stir to combine.

2. Top with prosecco and soda water.

3. Garnish with an orange slice.

4. Drink with pleasure!

Recipe by Gimme Some Oven

Magnetic Wand Control Motor

The Magnetic Wand Control Motor is battery powered and offers essential up, down and stop functionality – all controlled with a convenient 36” magnetic detachable wand.

The wand can be used to control several shades in any given room or home and can be detached and stored away when not in use.

Detachable wand

staggering 3,500-plus visitors worldwide flocked to the International Window Coverings Expo (IWCE) to witness the awe-inspiring technological advancements in window covering solutions that are revolutionizing the concept of modern living both inside and outside.

The 33rd annual Grace Design & Artisan Awards took place in Grapevine, Texas, at IWCE and celebrated the exceptional design and construction of custom window fashions, honoring the top three nominees and announcing a winner in each category.

Motorized Sheers and Drapery Take Luxury to New Heights

A residential homeowner in Houston, Texas, sought to add both softness and privacy to complement the sleek design of their newly constructed modern home. With an impressive budget exceeding $150,000 for the whole house, the result was remarkable. Susan Kostelecky of SK Designs opted for ripplefold headers for a contemporary, streamlined appearance. The home’s windows were notably large in both width and height, with the family room and dining room spanning 37 feet. This required the installation of abutting double rods for traversing motorized sheers and drapery. Being involved from the framing stage, SK Designs specified the necessary framing requirements to ensure the heavy and sizable drapery treatments could be securely mounted into solid wood. A team of more than eight professionals worked on-site for several days, focusing on steaming, installing and dressing the draperies.

The home’s automation was managed by Lutron, necessitating the integration of Somfy drapery hardware with the Control 4 system. With invaluable guidance from

Anthony Del Rey of Motor Parts 4 Shades, coordination was streamlined between the installers and the Lutron provider to ensure seamless functionality. Given the project’s scale and the extensive drapery rods required—some reaching lengths of 19 feet—there were significant concerns about transporting the hardware efficiently and safely. To address this, Del Rey arranged for a nonstop private delivery, transporting the hardware directly from Kentucky to the project site in Houston.

With this truly custom service, the client was ultimately delighted with both the functionality and the aesthetic appeal of their stunning new home.

Designer: Susan Kostelecky, SK Designs

Workroom: Sugar & Spice Draperies and Shades

Installer: JB Executive Installations and Jeff Norton, J Norton Drapery Installations

Photographer: Brandy Stoesz of Brandy Stoesz Photography

& Noteworthy

NEW AND NOTEWORTHY

In a heartwarming act of charity, Rollease Acmeda donated more than 80 motors to the Ronald McDonald House of Connecticut in March. This house serves as a home away from home for families visiting four nearby hospitals. The motors were used to replace the manually operated roller shades, significantly enhancing accessibility and providing greater peace of mind for both families and staff. This generous donation is a testament to Rollease Acmeda’s commitment to positively impacting the community. Read the story at bit.ly/rolleasegivesback

Visualize the exquisite shades of ironoxidized rocks, ranging from delicate rose to warm orange-brown or pale green to beige and yellow. Nature Decor, renowned for its bespoke manufacturing of Venetian blinds, roll-ups, roman shades and roller blinds crafted from natural materials, has unveiled a stunning color palette of water-based lacquer, taking inspiration from the breathtaking sandstone hues of the Glen Canyon. Visit Nature-Deco.com for more details.

Introducing TEXTON’s Queen & McKenzie, a brand-new drapery hardware program designed to bring unparalleled elegance to any home. This collection offers a perfect blend of luxury and simplicity. Available to be ordered in matching sets or “mix-n-match” to your style. The possibilities are endless! Visit Texton.com to learn more.

NEW PRODUCT

NEW PRODUCT

Make Life Easier with Motorization

New and Improved Safety

While WCMA changes have impacted certain product offerings, cordless and motorized lift options continue to be our top selling lift options. The absence of cords not only makes these lift systems a safer choice in homes with small children and pets, but also offers a clean, streamlined look that complements a variety of design themes. Offer peace of mind with motorized lift options from Horizons.

New Motors Provide New Possibilities

Operable liners are just one of the many design features that clients love. Thanks to innovative motors, we now offer motorization for the front shade, liner or both!

Compatible with Apple HomeKit, motorized shades can easily be added to a smart home system, allowing clients to control their shades with a smartphone or tablet. Use the handy scheduling feature to raise and lower shades at specific times, perfect for sleep schedules and houseplants. Need your shade in a specific position?

Simply use a slider in the Somfy Tahoma App to set your shade and let the motor do the work.

Our new Somfy Zigbee motors:

• Sonesse 28 Zigbee External Battery 1241754

• Sonesse 28 Zigbee Li-ion 1241755

• Sonesse Ultra 30 Zigbee Li-ion 1241752

• Sonesse 30 24V DC Zigbee 1241970

Never lose your remote again. A new magnetized wand not only raises and lowers you shades, but also easily detaches for operation at further distances.

Follow the Trends

The use of motorization in Horizons window treatments is on the rise with Shades of Elegance Solar and Roller options being the most popular choice among designers.

Naturals Roman – 6.21%

Soft Roman – 5.48%

Shades of Elegance Roman – 5.45%

Total Roman – 5.98%

Shades of Elegance Roller – 16.16%

NEW PRODUCT

Sol-Lux proudly announced the relaunch of its innovative EOS automated window awning. Originally introduced in 2017, the EOS continues to set the standard in sun protection and energy efficiency for homes, with advanced functionality that operates autonomously and requires zero user interaction. The EOS window awning features a convenient, batteryoperated motor design that eliminates the need for an electric connection, making installation a breeze. Visit Sol-Lux.com to learn more.

NEW PRODUCT

An exceptional guide to window coverings from the world’s bestselling author on the subject. “Window Fashions” by Charles Randall presents an inspiring visual catalog of draperies, top treatments, blinds, shades, shutters and bedcoverings. It also delves into the details, providing vital information on the pros and cons of various window coverings. Home decorating enthusiasts and interior designers will find all the information they need to make the best possible decisions for any window. Order a copy at amzn.to/3KLhFZf

NEW PRODUCT

Bond launched the Outdoor Pro Series, which consists of a weather sensor and an outdoor lighting dimmer, and the Breeze Pro, which is a smart wind/rain/sunlight sensor that can trigger multiple motorized screens, pergola louvers and shutters based on user-defined thresholds. This all-in-one ultrasonic sensor, leveraging integrated proprietary technology, provides real-time weather data, signal strength and battery status to the Bond App. The sensor offers users and dealers wire-free installation, and setup within the Bond App is simple. Power is either built-in solar or battery. Learn more at BondHome.io

Step-by-Step Guide

for Creating Board-Mounted Angled Drapery Panels

BY LINDA TULLY

Angled drapery panels add sophistication and luxury to any window. In this tutorial, Linda Tully teaches you steps to make a pattern for board-mounted angled drapery panels. Please note, in this example, FW = 20", LP = 139", SP = 128" and R = 2.5" with five pleats. Of course, you can visit Linda on YouTube @tullydraperyshop for a full video tutorial!

Step 1. Draw your drapery dimensions to size on pattern paper (or heavy brown paper), starting with a right-angle triangle. The bottom line (a) is the finished width (FW = 20") and the perpendicular line (b) is the difference between the long point and the short point, which is 11". The angled line is the hypotenuse (c), which is the length of the board, 22.82". Remember the Pythagorean theorem? (a2 + b2 = c2).

Step 2. Draw a vertical line for each pleat. I started the pleats 2" in from each end to keep the pleats on the face of the board, then spaced the rest out evenly 4" apart. Label the pattern and cut it into 6 sections. Each section represents a space on the drapery panel.

Step 3. On a larger piece of brown paper, mark out the width of the fabric (55" in this example). Mark the side hem on each side, the return and the leading edge (in this case, we will also return the leading edge on the board). Then, place the first and last section of the triangle on the pattern inside the return and leading-edge marks. The rest of the space between will be distributed between the last 4 spaces and the 5 pleats. Do the math and place the spaces accordingly. Connect the lines between each space to represent the pleats. You now have a pattern that is the width of your fabric and stairsteps up and over your board’s exact size and shape, with all the pleats marked out.

Step 4. Follow the step-by-step process: Add ½" seam allowance to the top of the pattern, then carefully cut it out. This methodical approach ensures a precise outcome.

Step 5. Table the drapery panel as usual, then place the pattern at the long and short points. Check that the pattern is lying squarely and to size, including the seam allowance. The same pattern can be used for the left and the right panels, just use the back of the pattern for the opposite side.

Step 6. Cut the extra fabric away.

Step 7. Fold over the seam allowance (we used 3/8" döfix tape, which measured ½" with take-up). Clip at the corners. Place buckram under the seam allowance. We overlapped iron on buckram and cut it to shape to fit the pattern.

Step 8. Do the same with the lining: Fold over the seam allowance (we used 5/8" döfix tape so the lining would leave a small reveal of the face fabric). Hand-stitch, glue or döfix the lining down at the top to hold it in place before pleating. We döfix it, of course!

Step 9. Fan fold if desired.

Step 10. Sew pleats.

Step 11. Pinch the pleats (these are two-finger) and tack them.

Step 12. Staple them to the covered boards.

Located in Temple, Texas, Linda Tully creates bespoke window treatments and bedding specifically designed and fabricated for every project through her workroom Tully Drapery Shop. She first started in the business with Custom Coverings drapery workroom in 2000. She is a former IWCE speaker and has won many awards. Many of her awardwinning rooms have been published in books and magazines. Linda is accomplished at designing, selling and fabricating all styles of window treatments. She has lived and worked in the interior design industry in nine states in the U.S., giving her valuable knowledge about regional styles and architecture. » TullyDraperyShop.com

Professional Installers Boost Service Quality and Customer Satisfaction

BY ROGER MAGALHAES

Window treatments play a significant role in interior design, affecting a space’s appearance and usefulness. Working as an experienced window treatment installer, I have observed how well-done installations can immensely enhance customer satisfaction. Unfortunately, numerous window covering dealers and workrooms are not privileged enough to have a specialist installer on their staff or reliable subcontractors in their region.

In an effort to cut costs, some business owners may opt to handle installations on their own or assign tasks to their employees without recognizing the value of professional installation. Unfortunately, this lack of foresight can result in errors that negatively impact the company’s standing and diminish the satisfaction of customers. The following article delves into these missteps, emphasizes the significance of seeking professional installation services and discusses how enlisting the help of trained installers can confer a competitive advantage.

1. Improper Measuring and Installation Techniques

When untrained staff perform installations, they can result in a host of problems. Inaccurate measuring can lead to window coverings that do not fit the window properly, leaving customers dissatisfied and the business responsible for costly reorders. Furthermore, improper installation techniques—such as improperly securing brackets, failing to level treatments correctly or neglecting challenges like uneven window frames or two-story-high windows—can result in crooked, loose or unstable window coverings. This safety hazard also compromises the aesthetic appeal.

2. Lack of Product Knowledge

Another pitfall of using untrained staff for installations is the lack of product knowledge. Different window treatment types require specialized installation methods and an employee who has not been extensively trained on the various window covering products is likely to make mistakes during the installation process. This can lead to functionality issues, premature wear and tear or even damage to the actual window treatment.

3. Exceptional Customer Experience

Beyond the technical expertise, professional installers bring invaluable customer service skills to the table. They understand that installing new window coverings can be disruptive and a stressful experience for homeowners. A professional installer knows how to put customers at ease by being clean and organized in the client’s home, clearly explaining the process and delivering an exceptional experience from start to finish. This level of customer care is often lacking when installations are performed by someone who does not regularly engage in this work.

4. The Consequences of Subpar Installations

The consequences of these installation mistakes can be far-reaching for window covering dealers and workrooms. Dissatisfied customers will likely leave negative reviews, damaging the business’ reputation. They may also refuse to use that company again in the future or recommend them to friends and family. This repeat and referral business loss can seriously impact the company’s long-term success.

5. The Benefits of Working with Professional Installers

In contrast, collaborating with professional window treatment installers offers numerous benefits for the business and its customers. Trained installers ensure homeowners a seamless, stress-free experience, resulting in happy clients who are more likely to provide positive word of mouth referrals. The flawless installations also reduce the need for callbacks and warranty claims, saving the business time and money in the long run. Moreover, professional installers can be valuable brand ambassadors for the window covering dealer or workroom. They interact directly with customers and can reinforce the business’ quality, expertise and customer-centric focus. This helps to differentiate the company from competitors and solidify its position as a leader in the industry.

The significance of skilled window treatment installers cannot be emphasized enough. They bring their expertise to ensure accurate measurements, safe installations and experiences customized to customers’ needs. Opting for professional window treatment installers is a matter of prioritizing the long-term benefits of quality and customer satisfaction over any shortterm cost savings.

In addition to this, it is widely acknowledged that locating skilled window treatment installers is a significant challenge. Those business owners lacking proficiency and availability may find developing their own in-house installation team to be an intimidating undertaking. Fortunately, companies dedicated to providing this specific training now exist. Investing in proficient and knowledgeable installers is wise, ensuring your business prospers and maintains its reputation over time. Ultimately, the choice is yours—and your clients’ perception of your business will be affected accordingly. V Roger Magalhaes is the chief owl installer at Trading Up Consulting, owner and project manager of Shades IN Place and Installation Instructor for the WFCP Certification Program. He offers installation training and business coaching to people already in the window treatment industry and newcomers looking to gain an edge to be successful.

Understanding Power Sources to Avoid Motorization Nightmares

BY JOHN MACKENZIE

In the last issue, I covered the benefits of motorized window treatments and why you should offer them. To effectively sell them, you need to educate yourself on all of the aspects of motorization. In this issue and others to follow, my goal is to educate you on everything you need to know about motorization. To start, let’s take a look at where it all begins: power.

Understanding the power source for motorization is crucial when it comes to window treatments.

A mistake in this aspect can quickly spiral into a nightmare for your project. With the exception of one outlier (which will be addressed later), motorized window treatments have four power

sources: battery-powered, line voltage, low voltage and PoE. If you’re new to motorization, batterypowered window treatments are a great starting point.

Battery-powered motors come in two main types: those with rechargeable batteries and those with replaceable ones. While many manufacturers have made the switch to rechargeable lithiumion batteries that only need to be charged every six months to a year, there are still some options that require users to replace batteries every few years. While battery motors are convenient for retrofit applications as they don’t require wiring, it’s important to inform customers that they will

need to be plugged in and charged every six months to a year. However, battery-powered motors may not be suitable for high windows, customers with mobility issues or projects that require a large number of motors. In such cases, a wired installation would be a better choice.

Line voltage motors, commonly known as AC motors, are the first type of wired motors we will explore. AC power, which runs at 120 volts in building outlets, is the power source for these motors. If an AC motor is equipped with a plug, it can be easily plugged into an outlet. However, they are typically hardwired and used in commercial projects due to their superior strength. AC motors are also frequently utilized in exterior shades and awnings for their powerful lifting capabilities. It is important to note that AC power requires an electrician’s expertise for wiring, as it necessitates the use of conduit and junction boxes and a disconnect at the shade. Residential projects typically do not utilize AC motors, with the exception of exterior shades. Coordination with other trades, particularly electricians, is critical for AC-powered projects, requiring the provision of wiring diagrams, amp requirements and motor whips for pre-wiring.

The next type of wired motors is low voltage, also known as DC motors. These are a preferred choice for residential projects due to their smaller size and quieter operation when compared to AC motors. To utilize these motors, it’s crucial to understand that a transformer is required to reduce the 120-volt building power to a usable voltage of 12 or 24 volts. This can be accomplished through a compact plug-in power supply for a single shade, while multiple motors require a power panel for connection. Power panels, which are metal enclosures equipped with a transformer and distribution board, facilitate the connection of five to 20 motors. Each motor requires its own dedicated wire connection to the power panel, also known as home-run wiring. Since the power required by the shades is low voltage, an electrician is not required for its installation and it doesn’t need to be in conduit.

PRO TIP:

Most DC motors and even some battery motors have the ability to adjust the speed. Slowing down motors will result in quieter operation.

In recent years, a new breed of motor has emerged on the market: the PoE motor. PoE stands for Power over Ethernet, a technology that permits power and data to flow through a single Ethernet cable. Originally, PoE was limited to phones, but over the years, it’s evolved to include other devices, such as cameras, lights and motors. Much like DC motors, these motors need to be connected directly to a power source or PoE switch. Unlike the switch that controls your shades, a PoE switch is a power supply that includes Ethernet ports for motor connections. However, not all PoE switches are the same, so it’s important to consult with your shade supplier to ensure that you select the appropriate one for your needs. PoE systems rely on Ethernet wire to operate.

As for the previously mentioned outlier, the Cronopower system is the latest innovation for wiring motorized shades. Although I’m affiliated with Cronopower, I must mention it when discussing power options. Cronopower is an intelligent charging system that powers rechargeable battery motors and provides a unique method for wiring motorized shades. It’s a hybrid system that allows for hardwiring of battery motors, eliminating the need for end users to recharge the batteries. The system employs CAT5 cables that can be daisy-chained from motor to motor and can proactively maintain motor charge. Because the system operates at a low voltage, the conduit is not required, and the wiring necessary for the motors is far less than in other low-voltage systems. Furthermore, the Cronopower system is cost-effective, offering significant savings when compared to other wiring methods. In addition, the system offers battery backup in the event of a power outage, ensuring that shades can still be operated.

It’s important to understand that this is just a basic overview of power, and I encourage you to speak with your sales representative to find out what options are available to you. Manufacturers of shades and motors provide excellent training resources that you should take advantage of. In the next issue we will get into the fun stuff—controls V

John MacKenzie is the CEO and co-founder of Cronopower, a Colorado-based startup that has developed an intelligent charging system for rechargeable battery motors. He began as an installer nearly 20 years ago and went on to work in both the residential and commercial sides of the industry. His true passion lies in product design and innovation.

THE DRIVE TO INNOVATE

Safety regulations and smart home demand lead the charge

The ANSI/WCMA A100.1-2022 standard has ushered in a new era of innovation for the window coverings industry. It’s not just about compliance; it’s about bringing increasingly convenient, affordable safe options to homes and businesses. The combination of gamechanging regulations and accelerating demand for smart home technology keeps manufacturers on their toes as they deliver advanced window covering solutions, with motorization leading the way.

THE OPTIONS ARE GROWING

ANSI/WCMA A100.1-2022 is having a major impact on our industry, as a recent webinar sponsored by Rollease Acmeda highlighted. The biggest changes include:

• The elimination of free-hanging cords, continuous loop systems for horizontal slatted products and corded operation for retractable cord systems

• More stringent tension device requirements—for example, they must be permanently installed by the manufacturer at the factory, the continuous loop must maintain tension at all times and the device must prohibit operation if it’s improperly installed

In anticipation of the June 1, 2024, effective date, manufacturers have been busy adapting their product lines to ensure safe, convenient window coverings.

“We’ve invested a tremendous amount of research and development time to come up with the best possible compliant solutions,” said Kevin Anderson, Insolroll product and marketing manager. For most manufacturers, it’s a combination of developing new offerings, retooling existing products and dropping some that aren’t easily adapted to the new standard.

“We upgraded the tensioner device on our continuous cord loop product lines and added more motorization options to drive transfer from our discontinued CordLock lift system,” noted Danny De Guzman, Horizons Window Fashions general manager. He views motorized solutions as a direct lift system replacement for higher shades where a cord loop or cordless option isn’t suitable. Insolroll is offering more manual clutch operation alternatives, including more cordless spring operators and motorization options, while Hartmann&Forbes discontinued its cord-lock operation method and Splitview bottom-up style while introducing a bespoke motor program.

Retailers and clients are responding favorably to regulatory-driven changes like these. “Most are thrilled they can still get clutch shades for situations where it’s the best solution for the application and budget, and they appreciate the variety of color choices for bead chains and tension devices,” Anderson offered.

As product lines evolve to maintain compliance, getting the word out is key. Horizons is using a full-court press, combining email, webinars, road shows, conferences and a rep outreach program. Equipping retailers and reps to sell these new solutions is equally critical to driving growth. With that goal in mind, Insolroll updated its website, product guides, and sample books and is sprucing up the photography and videos that make for impactful presentations. Hartmann&Forbes touts a new reference kit highlighting the latest automated systems and a concierge-level Automation Project Management service, while Horizons provides the educational materials and training needed to sell these solutions successfully.

MOTORIZATION TOPS THE LIST

Though cordless options are taking a big leap forward in the wake of new regulations, motorized solutions will be one of the dominant alternatives. As retailers like Colorado-based Bumble Bee Blinds have noted, motorized shades can revolutionize how we live by combining comfort, convenience and efficiency. And though pricing is often an impediment to sales, manufacturers are innovating to bring a wider range of cost-effective motorized options to the market, laying the foundation for a big surge in growth.

Future Market Insights projects that the global market for blinds and shades will rise from an estimated $16 billion in 2024 to more than $26 billion by 2034—pointing to motorization as a key driver. Anderson expects motorized window covering sales to increase by 10% to 20% through 2025.

“It’s become easier and more accessible for dealers and customers to evaluate the motor and control options,” he said. Horizons is similarly confident that motorization will drive higher sales, especially as the offerings proliferate. “We have a wide range of options that we believe cover the full gamut of potential use cases and price points,” De Guzman said. And with manufacturers rolling out new features like power wands and rechargeable motors, the case for motorized window coverings just keeps getting better.

SMART HOMES, SMARTER WINDOW COVERINGS

Motorized window coverings are also in a prime position to benefit from the trend toward a more connected home. The U.S. professional smart home industry is estimated to be worth $29 billion (per the 2023 Professional Smart Home Market Analysis by CEDIA and Ancrage Consulting). When manufacturers display their home automation systems at conferences like the

International Window Coverings Expo, they tout the ability to integrate motorized window coverings for the ultimate in ease, convenience and efficiency.

Homeowners can already operate motorized shades and blinds easily and remotely—for indoor and outdoor spaces—using a smartphone or home automation device like Google Home or Amazon Echo. When automated shades and blinds are integrated with a smart home hub, the convenience and efficiency gains grow exponentially.

For example, smart thermostats and motorized window coverings can work together seamlessly to respond to changes in temperature and the sun’s position— reducing energy use with little or no intervention. Motorized shades can also become part of an overall security solution, allowing the homeowner to program their operation while they’re away, in sync with alarms and other features. The emerging Matter protocol is set to propel smart home integration further, providing a universal language that allows smart home devices and window coverings from different manufacturers to communicate. When these systems are accessible through one app, functions like climate control and security don’t get much easier.

These solutions become even more user-friendly as artificial intelligence enters motorized shades and home automation systems. AI-enabled devices are getting much better at recognizing human speech with greater accuracy, ensuring that Alexa understands exactly what the user means when they say, “Raise my bedroom shades by an inch.” As Hartmann&Forbes marketing manager Shonna Mallard noted, “The motorization landscape is vibrant and evolving.”

As manufacturers respond to the smart home trend and transformative regulatory changes, the stage is set for motorized solutions to provide everything today’s homeowners look for in custom window coverings: convenience, ease of use, comfort, energy efficiency and aesthetics. The state of motorization is already encouraging—and more innovations are surely coming! V

Just How Smart Will Window

Covering Solutions Get?

ARTIFICIAL

INTELLIGENCE IS TRANSFORMING OUR INDUSTRY. HERE’S WHAT TO EXPECT.

BY ANIA MUNZER AND BLAKE WILLIAMS

Artificial intelligence and smart technology are the buzzwords of the day in nearly every industry, including window coverings. We keep hearing how these innovations are going to change our world. That’s not speculation … it’s happening right now. We’re talking about technologies that will make a motorized shade remote control seem as oldschool as a Blackberry.

Buckle up as we explore how AI and other smart technologies will alter the face of the window covering industry.

IT’S ALL ABOUT CONTEXT

Motorized shades and screens have emerged as essential items for consumers and business owners seeking ultimate convenience. Many users particularly appreciate managing their shades simply by using voice commands.

But let’s face it: Even the most popular voice assistants have limitations. We’ve all experienced the frustration of Alexa or Siri misunderstanding our seemingly obvious question or command. Sometimes, the problem stems from a lack of context: Alexa doesn’t know your intention, making it difficult to know exactly what you’re asking.

AI is poised to eliminate this dilemma. Now, companies are training large language models (LLMs) to understand the intent of a question or command and to factor in both the context and the person’s past interactions. “State-of-the-art speech recognition models like GPT-4o take into account knowledge of the context of the specific smart home,” explained Zohar Shinar, CEO, Bond. “So instead of transcribing the voice command as ‘northern ice cream,’ it knows what you meant was ‘north lanai screen.’”

Soon, homeowners won’t need to choose words so carefully (or speak like a robot) when they ask a voice assistant to adjust their living room shades or pergola louvers. As next-generation assistants replace rulebased technology with AI-enabled services, they’ll be able to engage in a natural conversation that gets the desired result.

Imagine directing an AI-enabled device to control the roller shades in your home office using conversational commands like these, knowing that, at every turn, it will do exactly what you want.

“Hey, can you close the far right roller shade in my office?”

“Thanks. Actually, I need it up just a little bit higher.”

“Perfect! Now, can you bring the shade to the right of that one down to the same level?”

“Thanks. You know, I could use a little more light coming in from the top of that shade.”

The difference in the user experience is like night and day. As Nero Yasokumar, technical manager at Somfy, discussed in a Smart Buildings Magazine article, AI is even opening the door for seniors to age in place more comfortably by empowering them to operate smart devices using conversational language they’re comfortable with.

WHAT MAKES IT WORK

Incorporating AI into motorized shade operation may be a relatively new phenomenon, but it’s progressing at a rate that is more revolution than evolution.

“Companies like Bond are continuously tracking the technology and building rapid prototypes to explore what amazing things are becoming possible,” according to Shinar, like operating every feature of the most complex device or creating bespoke schedules using voice commands.

Training an AI-enabled voice assistant to operate a motorized shade or screen is no small task. As Shinar explained, the AI agent that Bond is training is based on GPT-4o, the same foundation model as the latest release of ChatGPT. Using prompt engineering, the Bond team teaches the AI model about the user’s smart home and how the devices may be controlled over the company’s device application programming interface (API). Eventually, the AI model learns all the features the platform API supports.

AI can then use that knowledge to respond to the homeowner’s prompts dynamically and in context, even understanding multiple languages. He said it’s a stark difference from the way voice assistants like Alexa and Google Assistant rigidly map commands to actions— which is how those pesky misunderstandings happen.

As AI advances, the technology will greatly accelerate the development of the latest window covering innovations. Bond’s new “Scenes” feature is a prime example: “Bringing Scenes to market required months of research, UX/UI design, firmware development and app development for iOS and Android,” Shinar said. In the future, AI could eliminate many of those steps. “Because AI can work dynamically with our API, the user only has to say, ‘I want to create a scene that will open the bedroom shades and close the louvers while running the ceiling fan on speed 2.’ The AI assistant takes care of the rest.”

FOUL WEATHER ON THE WAY? NO WORRIES! One of the most exciting applications of AI and smart technology in the home is actually happening outside

the home: using AI-powered weather services to control exterior shades solutions automatically, anticipating and responding to changing conditions.

The demand for exterior shading has skyrocketed in sync with the surge in expansive, luxurious outdoor living spaces. Consumers are flocking to motorized shades, screens, louvers and shutters to ward off the sun’s glare and heat, stay protected from the rain and keep out the bugs while they enjoy those living areas nearly year-round. When severe weather is moving in, they want to adjust their shading products accordingly. But what if the homeowner is away or unaware of the weather forecast?

When motorized shading and screening products incorporate AI-enabled weather services, all the worries go away.

Imagine if your seasonal home in Florida is in the path of an impending hurricane. An AI-powered device can automatically close your protective shutters based on knowledge of your home’s location and the hurricane’s projected path. Or if tropical-force winds are expected in your area, the system can adjust the outdoor screens based on their wind rating, protecting them from costly damage and providing peace of mind.

This state-of-the-art technology will prove just as useful in colder climates. Consider how vinyl screens are susceptible to cracking in temperatures below 40 degrees. When they’re powered by an AI-enabled weather service, the system can automatically adjust the screens before temperatures hit that threshold, reducing the risk of damage and extending the product’s life.

TAKING THE HEAT OFF

Keeping out the sun’s rays is one of the primary reasons a client buys an interior or exterior shading solution. And many schedule their motorized shades and screens to open or close at certain times of the day based on the projected path of the sun. But what if they could use data about the sun’s position and impact to control their window coverings with greater precision?

AI is turning that possibility into reality. By leveraging AI and machine learning (ML), it’s possible to use massive data sets—like the data available via Google Earth—to predict how the sun will impact a building and each of its windows.

“The Bond Platform already uses an astronomical clock, so combining this data with the GPS location of the homeowner’s phone (with their permission) will allow us to operate the shades based on the sun’s location relative to the home’s location,” explained Shinar. By incorporating additional data available through the Google Earth Engine API, it’s also possible to factor in anything that interferes with the sun hitting a specific window at different times of day.

SETTING THE FOUNDATION FOR SMARTER HOMES

Unlocking the potential to transform homes into smarter spaces equipped with smarter window coverings demands the right technology foundation. That’s where innovations like Matter and Thread will play a big role.

As Jop Vos, managing director at Coulisse Americas, explained, “These cutting-edge protocols are poised to revolutionize the window interior shading industry, offering unparalleled connectivity, convenience and functionality for residential and commercial spaces.” Both protocols are projected to have a transformative impact on the future of shading solutions.

Seamless interoperability is the primary aim of Matter, a universal language that transcends device brands and ecosystems by allowing devices from different manufacturers to communicate with each other. As Matter becomes mainstream, it’s going to dramatically alter how clients interact with their homes and businesses. Equally important, they’ll gain the flexibility to choose smart home and window covering solutions from multiple manufacturers—with no concerns about whether they’ll work together.

Given the huge number of companies promoting their products as “Matter Ready,” it’s evident this protocol is poised to become the smart home connectivity standard. And with major players like Apple, Google, Amazon and Samsung spearheading the Matter initiative through the Connectivity Standards Alliance (CSA), there’s clearly significant backing for it.

Thread will prove an equally critical technology for smart homes, providing the backbone for reliable, lowpower connectivity between all those disparate smart home devices. As Vos explained, Thread is a mesh networking protocol that creates a robust, self-healing network designed to keep smart window coverings and other devices connected and responsive. When a universal language like Matter can connect through Thread instead of Wi-Fi, smart home connectivity takes a giant leap forward.

As manufacturers leverage the Matter universal language and Thread networking protocol to enhance their motorized shading products, the possibilities will be nearly endless. ABB is already starting to roll out products based on the Matter standard globally. Coulisse Americas is incorporating Matter-over-Thread technology into its Eve MotionBlinds smart motors for roller shades, honeycomb for cellular shades and motorized drapes. In time, we will see a growing array of window covering options that are more convenient to control and seamlessly connect within a smart home or commercial building.

One such offering is Adaptive Shading from Coulisse, an innovation born from its collaboration with Eve Systems. Vos believes this new feature could revolutionize the interior window shading experience.

“By harnessing hyperlocal data and synchronizing window coverings with the sun’s movement, Adaptive Shading offers unparalleled control over lighting and energy consumption,” he noted. Beyond driving down energy use in keeping with the industry’s commitment to sustainability and efficiency, Adaptive Shading can also improve comfort inside the home or business. Given its transformative potential, it was no surprise that the technology earned the Innovation Award in the Building Automation category at R+T 2024 in Stuttgart, Germany.

With technologies like AI and ML and protocols like Matter and Thread finding their way into more window covering and exterior shading solutions, it’s never been a more exciting time for our industry. These advancements redefine smart home automation in ways we couldn’t have envisioned a decade ago. And they’re paving the way for industry professionals to design, produce and deliver innovative interior and exterior shading solutions that take comfort, convenience and efficiency to new heights. V

A SMARTER WAY TO DESIGN

With artificial intelligence capable of generating images with incredible accuracy (sometimes creating fakes that are hard to detect), it was only natural this technology would find its way into interior design. The reviews are mixed so far, but as AI evolves, it’s likely to have a major impact on how designers specify and present window covering recommendations.

As a Business of Home article noted, although AI-powered home design apps have exploded, critics balked at the results of the earliest offerings. Many produced distorted spaces that didn’t accurately reflect a room’s dimensions. These tools struggled to understand that the designer wanted to change the color of the entire sofa, not just one sofa cushion, for example. And they filled the space with furniture and accessories that the large language models conjured up, not products the client could actually purchase.

Over time, these AI-enabled apps should become more accurate and user-friendly, helping designers illustrate how shading solutions can transform a space.

“As AI tools become more adept at generating images in response to text or video prompts, eventually designers will be able to capture a 3D image of a space using their phone, then add recommended window coverings with simple voice commands like ‘Add roller shades with a modern look,’” said Zohar Shinar, CEO, Bond. These smart tools will make it easier to play with different color and style options until the client lands on a choice and is ready to buy with confidence.

MOTORIZED EXTERIOR SHADES by

TEMPLAR SCREENS

BECOME A DEALER TODAY to experience the fastest lead times in the industry. We ship screens in just 3 days, with custom options and meticulous engineering in every step.

Get a Move On

KEEPING

YOUR WINDOWS IN MOTION JUST MIGHT BOOST YOU AND YOUR HOME’S HEALTH

BY DOUGLAS WEINSTEIN

The human body, a product of thousands of years of evolution, is designed to be exposed to natural light daily. We get up with the sun, as our circadian rhythms respond and adapt to sunlight. Over time, we have evolved to live in harmony with the Earth’s daily light cycle, where morning light makes us alert and the onset of darkness prepares us for our daily sleep cycle.

Automating our window coverings isn’t a new concept, but with the advent of intelligent lighting, more commonly referred to now as Human Centric Lighting (HCL), the advantages of automated shading have

grown in importance as an adjunct of managing our circadian rhythms and the creation of healthier indoor spaces.

Before the Industrial Revolution, people naturally worked with the light cycle. Most people worked outdoors and gained all the benefits of exposure to natural light. That light helps our bodies produce vitamin D, helps us focus, enables us to get more done and studies show it even makes us happier and improves our physical and psychological well-being. Ensuring we get outside and expose ourselves to enough sunlight is crucial to our species.

But unlike our ancestors, most of us don’t work outside and we spend up to 90% of our day indoors. Today, most people are only exposed to artificial light, which is static. In most cases, artificial lighting is too dim by day and too bright by night, greatly impacting our circadian rhythm and all the detriments associated with poor sleep routines.

HCL, on the other hand, mimics the light cycle and supports our natural circadian rhythms. These advanced lighting designs utilize tunable light-emitting diode fixtures (LEDs), which adjust throughout the day to simulate sunlight. Tunable LEDs also feature various correlated color temperatures, which can change the temperature of the light output to reflect the natural 24-hour light cycle better. In the morning, the lights are bright and emulate the sun rising. In the evening, the lights dim to an incandescent warmth that emulates the sun as it sets.

As “wellness architecture” continues to emerge as a trend, it’s becoming clear that automating our window coverings, paired with intelligent HCL, are two major factors in creating better, healthier interiors.

Our current automated window treatment systems are now easily controlled by smart home automation systems and have become a key part of how we create truly smart homes. Light optimization begins in the morning, as the shades roll up to take advantage of sunlight when the weather allows. It can be programmed to roll down when sunshine and glare negatively impact the indoor space. At night, automating the shades to provide privacy improves personal comfort and provides near blackout conditions in our bedrooms that significantly impact deep sleep results.

There are, of course, several other major benefits when considering the investment in automated window treatments, the biggest being energy efficiency and managing solar heat. For families, improving evening privacy and home security certainly delivers peace of mind benefits, and everyone can agree that home values increase when these systems are integrated into today’s smart homes.

But the big picture is that current smart home and healthy home design goals still revolve around utilizing daylight as a primary light source, which can be challenging simply because it is a dynamic process, dependent on the weather patterns in your locale. With seasonal patterns, sunrise and sunset are predictable, but hour to hour is another story. Clouds, mature landscaping and adjacent structures require homes

to be equally dynamic, as the goal is to harvest the natural benefits of daylight. Over the past 10 years, architects have concentrated on designing spaces to use daylight efficiently, relying less on artificial lighting during daylight hours. With daylight zones changing throughout the day, each building perimeter must maximize daylight autonomy, which is most efficiently done with automation.

Interior designers are key architects of managing daylight. To diminish the negative aspects of natural light—glare, solar heat, etc.—selecting automated shade fabrics with a transmittance level must be selected based on each home’s perimeters, general orientation, window dimensions and type. The initial discovery process with the homeowner plays a key role in determining the overall space design goals and how best to integrate automated shading products that support the design vision but also perform to serve best the long-term goals of a unified wellness approach that more and more homeowners are gravitating toward. Also, let’s not forget the importance of the automated products you specify. First and foremost, the motors should be quiet, and the system should interface with all major smart home control systems, including Crestron, Savant, Control4, Nice and RTI. Another key component for healthy indoor spaces is that no materials should be off-gas volatile organic compounds. Providing superior quality products will ensure longlasting satisfaction for your clients.

And finally, it’s of critical importance that interior designers work alongside and collaborate with the smart home systems integration firm so everything from design measurements and pre-wired infrastructure (AC, Ethernet, solar battery charging or wireless power) to recessed custom cassettes have been thoroughly explored and agreed upon. Once the walls start to button up, it’s long over for suggesting change orders! The benefits of natural light are well-researched, and it’s crystal clear that we all need to get as much access to daylight as possible. New reports suggest that more than 25% of homeowners want to create a more contemporary space with abundant light when renovating. This impact on our bodies cannot be minimized, and automated window treatments play a vital role in improving daily life and long-term health outcomes. V

Douglas Weinstein, a 30-year veteran in the consumer technology industry, is the editor-in-chief and cofounder of Technology Insider Group and Technology Designer magazine. He is the past executive director of the Elf Foundation, a nonprofit organization creating Room of Magic entertainment theaters in children’s hospitals across North America.

THE PROJECT OF THE CENTURY:

700+ SHADES PRODUCED AND INSTALLED IN 30 DAYS

A LANDMARK L.A. HOTEL TURNS TO AN NYC FABRICATOR FOR THIS CHALLENGING PROJECT

Set on the former backlot of 20th Century Fox Studios in Los Angeles, the Fairmont Century Plaza hotel has played host to iconic events like the Grammys, the Emmys and presidential state dinners since opening its doors in 1966. At the time, the 19-story, 750-room hotel boasted modern features that fit the centerpiece of Century City, a new “city-within-a-city” concept.

Fast forward nearly six decades and management was ready to equip this landmark hotel with the latest custom motorized shades. No problem, right? Except the first firm hired to do the work did a subpar job installing the window coverings on the initial model units. That’s when New York City’s Madison Avenue Fabricator Glamour Decorating came to the rescue.

“A colleague referred us to the Fairmont after seeing the amazing work we’ve done at the Thompson Central Park, the Manhattan at Times Square and the Allen Hotel,” said Jonathan Yehuda, vice president of Glamour Decorating. Three generations of the Yehuda family (Jonathan, his dad Abraham and his brother Shaun) had an initial call with the client, then boarded a flight to California the next day to view the site in person. The trio agreed to take on this massive project on an incredibly tight timeline: 30 days to custom-manufacture and install 700-plus motorized shades. Glamour

Decorating’s reputation for artisanal craftsmanship and concierge-level service sealed the deal. The fact that Glamour Decorating could complete the project for 30% less than the original supplier quoted was just the icing on the cake.

Artisanship Meets Precision

Founded more than 30 years ago as a wholesaler, Glamour Decorating began selling to the public in 2003 and has since become one of the leading custom window treatment providers in New York City and its surrounding areas. This family-run business takes “custom” to new heights, with local artisans designing and manufacturing every product in the company’s 16,000-square-foot state-of-the-art facility. That’s where the team painstakingly fabricated hundreds of stunning custom shades made from Texstyle fabrics powered by Somfy motors.

After getting over the first hurdle of producing such a large quantity of custom motorized shades in only one month to exacting specifications, the Glamour Decorating team transported the shades across the country. Then, they mobilized their lead installation crew for two weeks of on-site work in L.A., tapping a locally based installer for additional capacity.

“ My father Abraham, my brother Shaun and I were on-site in L.A., but we were also coordinating closely with our sales and installation teams in New York to ensure the project went off without a hitch.”

“My father Abraham, my brother Shaun and I were on-site in L.A., but we were also coordinating closely with our sales and installation teams in New York to ensure the project went off without a hitch,” Yehuda said. “With the help of our amazing team, the local installer and Drew Campbell and Steven Rosenfeld from Somfy, we were able to pull it off.”

Completing a huge, demanding project in an iconic building in record time might be gratifying enough for some, but Yehuda found satisfaction on a much more personal level. “Having the pleasure of working with my father and brother to execute this legendary project is a memory I will never forget,” he shared.

“Having the pleasure of working with my father and brother to execute this legendary project is a memory I will never forget.”

V

FROM GROUNDBREAKERS TO GAME-CHANGERS: The Hottest Product Innovations of the Year

BY O’D MCKEWAN

he International Window Coverings Expo (IWCE) always amazes me with the inventive and groundbreaking window coverings on display. The latest exhibition held in Grapevine, Texas, was no exception. A staggering 3,500-plus visitors worldwide flocked to the April event to witness the awe-inspiring technological advancements in window covering solutions that are revolutionizing the concept of modern living both inside and outside. After thoroughly examining the expo, here are my top three picks of the most innovative IWCE offerings.

1. Child safety regulations can be met in various innovative ways. Since implementing the latest child safety regulations on June 1, the search has commenced for window coverings that meet the revised standards without compromising the convenience and visual appeal that clients desire. It is evident from the range of options showcased at IWCE that manufacturers have taken this responsibility seriously.

Undoubtedly, the most significant alteration is the elimination of standard pull cords. With the exception of continuous cord loop systems that require attachment to a securely fastened tensioner that renders them unusable if disassembled, the updated regulations forbid the use of standard cords on blinds and shades. Despite individual variations in compliance methods adopted by manufacturers, several shared patterns caught my attention.

Designers should note that customizing cord length post-sale is no longer an option. This means that careful consideration must be given to the limited length options available when placing an order. For installers, challenges may arise when installing sideby-side window coverings, particularly in storefronts or oversize residential windows. When there is a difference in continuous cord lengths, mounting the hold-down tensioner can become tricky.

At IWCE, a few ingenious cord-free options were exhibited. The first was a spring-assisted cordless lift shade that also had a retractable wand system that allowed you to effortlessly raise or lower the shade with just a few tugs of the wand without the need to climb a step stool or crouch down to reach the upper or lower limits. This system gives you the flexibility to have a cordless system that can be easily operated with tall

shades or those with obstructions that would normally render standard cordless systems useless or too difficult to operate. Although retractable systems have been around for a while, most were not very user-friendly. Two standouts at the show for ease of use were the Rollease Easy Spring Wand and the Altex Newton HighSpeed Lite Lift.

In addition to the newer user-friendly retractable wand systems, several manufacturers are offering power wand systems. These economical battery-powered motorized operating systems allow the end user to easily operate the shades with a press of a button attached to the wand and a USB port on the bottom for convenient recharging. Some of the more innovative options include a magnetized tip at the top of the wand that easily attaches to the headrail of each shade and allows the user to move from one shade to the next with the same wand. To further enhance the safety features, some companies offer portable charging packs that can suction to the window, keeping the charging cord out of reach of children and pets when in use, and can be conveniently stored away when not in use.

As we enter the era of cord-free technology, I believe that the power wand system will become the new standard, primarily due to the motor’s affordability and ease of use. Many manufacturers offer their system for only a few dollars more than the continuous cord loop option, making it an easily accessible add-on. I admit I wasn’t an ardent supporter when these systems were first introduced; however, now that I have sold a few, I can confidently state that clients adore them! When the motor wears down (which will probably take five to seven years), it can be quickly and easily replaced or even upgraded to the latest and greatest model.

2. The world of motorization is experiencing a massive leap forward. While motorized shading solutions have been available for some time, IWCE showcased an impressive array of options. The show floor featured many companies and products in the motorized shading arena, more so than any previous year. This created an exciting and diverse selection of solutions for attendees to explore.

At the event, the spotlight was on motorized draperies, which drew attention due to the wide variety of decorative drapery tracks and rods with multiple motor or pulley adaptors. This allows homeowners to mix and match window coverings without worrying about compatibility issues. Numerous exhibitors—such as Somfy, Rollease, Forest, Horizons and Orion—showcased

their range of multiple motor options. With these innovations, homeowners can now enjoy a seamless blend of window treatments, such as draperies in the living room, roman shades in the bedrooms and exterior drop shades or retractable awnings in the backyard.

The key to successful motorization lies in convenient charging systems. If clients find recharging difficult, they are less likely to adopt the technology. Fortunately, manufacturers are stepping up their game and providing easy-to-use recharging kits. In fact, some universal kits can even be found on Amazon. Solar-

powered motors have also been introduced to cater to eco-conscious consumers and for hard-to-reach situations. Moreover, the motorization trend is expected to create a cycle of repeat business since even rechargeable motors will eventually need replacement. With the advancements in motor technology, such as improved noise reduction, affordability and power, homeowners will be enticed to upgrade to the latest options.

When engaging in pre-build selling of rechargeable motor systems, Cronopower is worth considering due to its pre-wired recharging system that seamlessly equips entire houses with motorized shading solutions. The system effectively monitors all window shading motors, determines when they need recharging and does so automatically. Not only is it a more cost-effective solution than a hard-wired power supply, but the rechargeable motors are also more economical in price.

The emergence of motorization standards was another major theme at IWCE. I heard a lot of buzz about Matter, which is set to become the new “language” for window covering motors. It’s a universal communication platform that will allow different electronic devices from different manufacturers to communicate with each other—not just window coverings but any smart home device. Many companies were touting their motorized window coverings as “Matter-ready,” letting the trade

know that their products would be primed to go as soon as this platform takes hold. I predict it’s going to be the next stop in the evolution from “Is this shade available motorized?” to “Does this motorized shade work with an app?” to “Does this motorized shade work with Matter?”

Most exhibitors proudly displayed signs during the show indicating their products were “Bond Bridge Compatible.” Bond is a universal hub that seamlessly communicates with most of the major manufacturers’ motorized window coverings. To gain control, connect the hub to the internet, open the app and enjoy effortless control over most motorized shading solutions. Its universality means dealers can offer and install different types of window coverings from various manufacturers, all controllable from a single platform. The Bond Bridge Pro model is compatible with other smart home controllers like Crestron, Control4 and Savant. Personally, I’m a staunch supporter of the Bond system and find myself selling it far more than any other hub.

3. The great outdoors is the place to be. Undeniably, the demand for creative outdoor shading solutions is on the rise, as evidenced by the impressive number of outdoor vendors at this year’s IWCE. Both residential and commercial clients are seeking innovative options and manufacturers have answered the call with diverse cutting-edge solutions. As a West Coast native, where outdoor living is king, I’m thrilled to see such a significant focus on exterior shading!

The event saw various outdoor manufacturers in attendance, including familiar industry giants and a fresh wave of newcomers. One hot topic of discussion among attendees was the ambitious moves being made by Hunter Douglas to capture a larger market share. Through a strategic acquisition spree, the company has recently brought a few top outdoor shading manufacturers into its growing portfolio of brands. As the demand for functional yet chic exterior shading solutions rises, the available options continue to grow. While classic outdoor drop shades remain popular, exhibitors displayed a diverse range of choices, including zipper track and corded zip systems, oversize outdoor shades, sleek European-style awnings exuding luxury, convenient sliding shutters, retractable roman shades and pergola systems with adjustable louvers. The possibilities are endless for those seeking a stylish solution for outdoor shading needs.

The advent of motorization has made exterior shading solutions even more effortless to use. An outstanding illustration is the Breeze Pro from Bond, which functions as an outdoor weather station and adjusts outdoor louvers and screens in response to weather conditions like rain, wind or sunlight. If you have clients who wish to enhance their property with additional functional space or restaurant owners seeking to expand their enterprise with outdoor seating, there is an array of exterior shading options that would meet their needs. IWCE never fails to showcase the latest and most innovative window coverings, making it an excellent platform to witness the boundless creativity in this industry. So, don’t forget to mark your calendars for IWCE 2025, which will take place April 14 to 16 in picturesque West Palm Beach, Florida. I will definitely see you there! V

O’D McKewan is the product coach for Window Covering World, an expert on motorization and an industry leader in motorized window coverings. He has extensive hands-on experience with motorized window coverings, including fabrication, installation and selling.

» WindowCoveringWorld.com

SUN NEVER SETS

ON GOOD DESIGN AND CRAFTSMANSHIP

WITH AN EXPERT TOUCH, A DRAPERY WORKROOM OWNER CONVERTED HER FLORIDA HOME INTO A HAVEN OF RETRO-MODERN CHARM

LIVING ROOM

Draperies: Kravet

Drapery Hardware: The Finial Company

Pillows: S. Harris (pink wave), Texture Alliance (giraffe print), JAB (large gold and ball)

Trim: Samuel & Sons

Trim: Texture Allure

It’s not every day you come across a complete home renovation that includes draperies, window treatments, upholstered walls and outdoor spaces. However, owning a drapery workroom and design showroom certainly comes in handy in making such a dream come true.

As Darin Filhaber of Marquis Design Group, Inc., embarked on decorating her Boynton Beach, Florida, abode, her desire was for it to exude a retro yet modern vibe. Blending elements of leisure and delight, the Filhabers are a dynamic, young family and longed for our abode to embody that.

In 2016, before kids, Darin and her husband invested in an old house that they could lovingly restore over time.

“As life progressed and our family grew, we quickly ran out of space. To make matters worse, the pandemic hit, and the Florida housing market skyrocketed. In response, Darin urged her husband to expand their home by gutting it and adding a thousand square feet. Their six-month home renovation included a new bedroom, a new bathroom, a new playroom and an updated backyard. As professionals in the industry, they also indulged in plenty of window treatments, wallpaper and, of course, many pillows. Because let’s be real, can anyone truly have too many pillows? V

“The patio is, without a doubt, my most cherished room in the house. Stepping outside feels like being whisked away to a high-end resort cabana, complete with impeccable integration and a seamless continuation of the 1970s-inspired aesthetic that flows throughout our home,” shared Darin.

KIDS’ ROOMS

Draperies: Schumacher

Drapery Trim: Samuel & Sons

Pillows: Kate Spade black and white polka dot from Kravet, Thibaut (orange and pink) and Norbar (solid orange)

Pillow Fringe: Fabricut (black pom-pom) and Stroheim (colored)

Hardware: Kirsch Wood Trends

Cornices: Studio G from Kravet

Cornice Trim: Samuel & Sons

Upholstered Headboard, Siderails & Footboard: Schumacher

Headboard/Footboard Contrast

Fabric: Studio G from Kravet

Pillows: Schumacher

Pillow Fringe: Samuel & Sons

PATIO

Draperies: Opuzen

Cushions (stripes): Perennials

Pillows: Clarke & Clarke from Kravet (stripes and palm print) and Perennials (solid pink)

Chair: Clarke & Clarke from Kravet

Trim: Samuel & Sons

Trim: Samuel & Sons

MASTER SUITE

Draperies: Eroica

Pillows: Missoni and Kravet

Platform Bed: Kravet

Upholstered Walls: Norbar

Hardware: Kirsch Designer Metals

Motor: Somfy

CABANA RESTROOM

Draperies: Opuzen

Wallpaper: CW Stockwell and Martinique

Photographer: Michael Laurenzano Photography

Fabrication: Marquis Design Group, Inc.

Workroom/Artisan: Marquis Design Group, Inc.

Designer: Marquis Design Group, Inc.

Installer: John Fountain

The Filhaber family.

LONDON COLLECTION

The future of wood hardware

The Forest London Collection is available as a pole set, a hand drawn traversing rod, and a motorized system. Choose a wood pole in 1 3/8” or 1 3/4” diameter and in five stunning hand painted multi-layered finishes. Use wood components in the same finish or create your own masterpiece with a mix of metal and acrylic. See more at www.forestdh.com.

HONORING THE RECIPIENTS OF THE 2024 GRACE DESIGN AWARDS

The 33rd annual Grace Design & Artisan Awards, formerly known as the VISION Design & Workroom Competition, took place in Grapevine, Texas, at IWCE and was presented by Rollease Acmeda. This ceremony celebrated the exceptional design and construction of custom window fashions and was modeled after the Academy Awards, honoring the top three nominees and announcing a winner in each category. Linda H. Bassert, the design principal at Masterworks Window Fashion & Design, LLC, in Fairfax, Virginia, earned the esteemed title of Designer of the Year, while Sheri Stouffer of Finishing Touches in Castle Pines, Colorado, was awarded the Artisan of the Year award. Without further ado, the winners of the design category are unveiled with much excitement.

CURTAINS & DRAPERIES 2024 WINNERS

STACEY PELFREY

Beverly Baribault Design Group

In the master bedroom, a designer and drapery room have fashioned a lavish sitting area that artfully blends cool and warm hues in wall coverings, fabrics and textures. The result is an inviting and inspiring space that showcases both comfort and durability in the seating options. A bay window cleverly maximizes the area and offers privacy through hardware, panels and a roman shade. The fabrics and furnishings afford the homeowners a cozy haven to unwind with a book and a cup of tea, complete with an ottoman for resting their feet.

DAVID CANNON PHOTOGRAPHY

TOP TREATMENTS

LINDA H. BASSERT

Masterworks Window Fashions & Design, LLC

After a long-lasting partnership with a client fond of colors and customized window treatments, she finally renovated her kitchen. Custom window treatments played a crucial role in bringing the entire kitchen together. To keep the afternoon sun from creating excessive glare and heat while blending into the doors and frames, black Hunter Douglas Designer Screen Shades were installed on the French doors leading to the deck. These shades can be manually operated, while the one on the upper transom window is automated. Furthermore, to control the intensity of the afternoon sun and enhance privacy at night, translucent Lafayette Genesis roller shades are hidden behind the tailored balloon shade, which also functions as a valance. The balloon shade provides an unobstructed view of the adjacent pond with flexible light control.

COMBINATION

JUDY O’DONOGHUE & TABITHA MATHESON

Picture Perfect Window Coverings

Picture Perfect Window Coverings employed their skilled team to enhance the functionality and aesthetic of the window coverings in this project. The design was tailored to the clients’ traditional style and love for jewelry, incorporating pearl trim and crystals into drapery, blinds, mock roman shades and a tassel tieback. Motorization was seamlessly integrated to maintain the function of the window coverings. Graber rollers with D’Kei pearl trim and Swarovski teardrop crystals were carried out to enhance the design further. Stationary drapery panels framed the shades, while the extra-tall goblet pleats were accentuated with vertical pearl trim. A cordless roller was installed behind a mock roman valance above a door. The sheers that open to provide access to the terrace were fitted onto a Somfy motorized rod. Despite omitting the cordless roller from the submitted photos, the window coverings and pearl embellishments seamlessly flowed with all other design elements in the space.

BOB NAROD, PHOTOGRAPHER, LLC

DECORATIVE HARDWARE & TRIM

KEELY HERSH

Right At Home Interiors

The designer of a modern cottage window treatment crafted two ornate drapery rods using her exceptional skills, creating a stunning piece. Two antique French metal tiebacks featuring intricate fleur-de-lis-esque details were added to the overall design, resulting in a beautiful finish. The custom rod is an ideal complement to the intricate, semi-loss white wood-trimmed windows. Using Thibaut’s Fern Stripe fabric, the designer handcrafted exquisite drapery trims with a thin blue stripe resembling a welt. The detailed red pattern on the banding looked like floating lace and was a couture fabric detail that truly stood out. The final product is a finished drapery from another Thibaut fabric featuring a bold floral print that oozes modern cottage charm. A roman shade, beautifully trimmed with glass bluebell beads, was also added to enhance the functionality of the window treatment. From creating a custom rod with French flair to striking trim fabrication, the designer’s remarkable craftsmanship left the client beyond impressed.

SOFT SHADES

LOVA ENGLAND Sew Elegant Window Designs

Achieving the final appearance demanded meticulous planning.

The client sought an embroidery design that was impactful and sizable yet conformed to fold-size safety standards. Precise positioning of the design was crucial for both functional and aesthetic reasons, which meant taking into account how the shade looked when open or closed. To balance the bold embroidery, narrow trims were added on either side to guide the eye upward along the shade. Achieving a clean, crisp finish for all components hinged on precisely square placement.

SHONA BASCON

Gotcha

Covered of Galleria Uptown

To meet the needs of Gotcha Covered of Galleria Uptown’s client, who worked nights and required a dark room during the day for sleep, Shona Bascon faced a challenge due to the large arched windows and angled ceilings. Despite her client’s desire for blackout drapery, drapes above the arch were impossible. To solve this issue and create a peaceful, dimly lit space, she constructed a cornice that followed the ceiling lines, concealing over half the arch and allowing for wall-towall drapery. Using this approach, Shona maintained the beloved high ceiling lines while directing all light to be trapped above the window. The end result is a serene mid-century modern design that fits seamlessly with the rest of the home’s interior. Furthermore, the outside view is unobtrusive while allowing light in or keeping the room dark is at the client’s discretion, fully meeting their needs.

SPECIALTY WHOLE-ROOM INTEGRATION

RACHEL LEUCK

Gotcha Covered of Sugar Land

The nursery was meticulously crafted with a future in mind. To ensure versatility, Gotcha Covered of Sugar Land opted for a neutral palette for the drapery, making transforming the space into a guest bedroom effortless. The room features a solid foundation, fancy double Greek key trim and striking ceiling wallpaper, making it a breeze to modify back to its original state. A vibrant mix of colors imbues the room with a playful, lighthearted atmosphere without being overwhelmingly blue or pink. The addition of brass accents illuminates the area, further enhancing its appeal. A vintage horse rocker with sentimental value has been lovingly restored and updated, adding a touch of charm to the space.

MOTORIZATION

SERGEY SHIKHANOV

ZCurtains

This exquisite home showcases the enchanting allure of Pacific Northwest interior style with a unique blend of various window types and ceiling heights. ZCurtains embarked on a journey of design innovation, tailoring motorized window treatments to harmonize the aesthetic of each space seamlessly. The grand entryway boasts an oversize window as its focal point, where motorized drapery in two distinct fabric colors and motorized shades with solar panels for energy efficiency were installed by ZCurtains. The cozy kitchen exudes charm with roman shades for a balance of natural light and privacy. In the family room, a home theater is equipped with light-filtering drapery to create a cinematic ambience, complemented by motorized blackout shades for easy transformation from day to night at the touch of a button.

OUTDOOR LIVING

KATHY CORBET

Kathy Corbet Interiors

The clients sought to create a luxurious resort feel on their rooftop with stunning river views but also desired privacy from neighboring terraces. The sloping sides of the pagoda and exposure to the elements posed challenges in achieving this. However, Kathy Corbet came up with an innovative solution to overcome the pull of gravity on the drapes by incorporating magnets at the top of each leading edge. To prevent rust, she utilized airtight encasements created through 3D printing. This enabled her to tie back the drapes for a resort-style look while providing the option for full privacy when desired. Additionally, Kathy incorporated an opaque “stripe” into the design to add privacy at eye level. Finally, a sailboat-style reefing system was employed for quick and easy tying back of the drapes during sudden storms.

ZINAIDA SHIKHANOVA

COMMERCIAL

SUSAN KOSTELECKY

SK Designs

This exciting new dining concept from a successful restaurant group required window treatments to complement the stunning finishes and fixtures. A dressmaker detail and color-blocked stationary drapery panels continue the wainscoting and wall paint details. At the same time, inside-mounted motorized and lined woven wood shades provide light control and privacy in this beautiful and exciting new restaurant concept. The color-blocked draperies are mounted in two ways to accommodate varying seating situations (banquette and table seating) while continuing the flow throughout the dining area. Shade programming offers multiple control options: single windows, each wall separately (north, south and west) or all shades together. The client was thrilled; the restaurant is one of the city’s most popular openings!

LUXURY

ELIZABETH GERDES Stitch Above the Rest

This nursery is the epitome of a harmonious marriage between aesthetics and functionality. It boasts a double window that overlooks the street and is unfortunately plagued by the unrelenting summer sun of the South. The rays penetrate even the tiniest crevices, disturbing the peaceful slumber of the precious newborn who calls this room their own. To manage the situation, the client opted for a layered approach. An exteriormounted custom-made roman shade was selected in a delightful pink and ivory design, which effectively blocks out sunlight when required and can be fully opened anytime. If light infiltration is not required in the area, the shade can be lowered and the blackout drapery layer can be pulled across to cover it. In pursuing extravagant designs, the corresponding treatments must be equally lavish. An outstanding illustration of this can be seen in the ornate cornice, which provides an additional design element to the overall aesthetic and is also crafted from a dazzling geometric fabric that matches the drapery panels. Adding to the opulent nature of this design, a delicate light pink Samuel & Sons trim has been added, boasting crossover threads and tapered tassels that enhance the luxurious feel that the client sought. This completed design serves as a beautiful decorative and functional element by effectively blocking out unwanted light.

The 2024 Grace Artisan award winners will be recognized in the September/October edition of Window Fashion VISION

ENGINEERING FOR CHILD SAFETY

BAS, CAN YOU TELL US ABOUT YOUR BACKGROUND AND ROLE AT COULISSE?

I have worked at Coulisse for more than 21 years and love what I do. As the manager of engineering, I oversee a team of over 25 expert engineers specializing in different aspects of window covering systems, including quality engineers and product managers. We’re always thinking ahead, striving to find better solutions for the market.

WHAT IS COULISSE’S PHILOSOPHY REGARDING CHILD SAFETY IN WINDOW COVERINGS?

Child safety is a top priority for us. We adhere to the latest safety regulations and industry standards and go beyond that. Our philosophy of “child-safe by design” means integrating child-safe solutions into our systems from the start rather than adding devices as an afterthought. For instance, our cordless systems, like the cordless solution and smart motorized Motionblinds, eliminate the risk of cord entanglement. The Twin Pull system, a unique feature, allows operation with two short wands. Additionally, our manual pull control to operate Motionblinds smart motors offers a safe and simple manual operation to override smart controls if needed. All these solutions are designed to be aesthetically pleasing, userfriendly and cost-efficient.

HOW DO YOU DEVELOP PRODUCTS TO ENSURE THEY MEET SAFETY STANDARDS?

We follow a rigorous four-phase process to ensure our products meet safety standards. The R&D phase involves

MEET BAS, THE DRIVING FORCE BEHIND OUR CHILD-SAFE SOLUTIONS

At Coulisse, we are passionate about creating innovative and safe window covering systems. Our dedicated in-house engineering team works tirelessly to design and test our products, ensuring they meet the highest safety standards. One of the key members of this team is Bas Klein Tuente, an authority in the window covering industry and the joint manager of engineering at Coulisse. We sat down with Bas to learn more about his background, his role and his vision for the future of child safety in window coverings.

market research, trend analysis and defining product requirements. The design phase focuses on creating child-safe, modular solutions across product lines like roller, honeycomb and roman shades. We design safety features like childproof pull wands and safety tensioners, test in-house and 3D-print prototypes. The production preparation phase is critical: We build molds and tools for mass production, then rigorously test products using specialized equipment like endurance test machines, climate rooms, motor test machines and tensile test machines until results meet our stringent standards. Finally, the market launch phase ensures proper documentation, certifications, marketing materials highlighting safety features/ benefit, and comprehensive training for distributors/retailers on safe installation and use. Our dedicated customer service team supports any post-launch issues. Safety drives our rigorous multiphase development and testing process.

HOW DO YOU ENSURE CHILD SAFETY COMPLIANCE?

To ensure compliance, we send our product samples to external accredited testing facilities for certification according to relevant safety standards. We collaborate with reputable organizations such as Bureau Veritas and TÜV to ensure our products meet regulations across different regions. Our products comply with standards like ANSI/WCMA A100.1, EN 13120, EN 16433 and EN 16434. Moreover, our engineers stay updated with the latest industry news and participate in standardization bodies like the Royal Netherlands Standardization Institute (NEN) and the Conceptual Engineering Network (CEN) workgroups. This involvement allows us to contribute to developing new safety standards and ensure our products remain compliant with the most up-to-date requirements.

Bas Klein Tuente and Ruben de Vries, leaders of the Coulisse engineering team.

HOW DO YOU HELP CUSTOMERS WITH PRODUCT LAUNCHES?

Finally, we launch our products, providing customers with the necessary documentation and certification. We also offer training and support on installing and using our products safely and correctly. We create marketing materials and manuals that showcase the features and benefits of our products, and we provide online and offline training sessions for our distributors and retailers. We also have a dedicated customer service team to answer any questions or issues arising after the launch.

WHAT FUTURE TRENDS DO YOU FORESEE FOR CHILD SAFETY IN THE INDUSTRY?

I believe motorization will continue to grow, becoming more accessible and affordable for end users. Motorized systems are convenient, smart and safe, as they eliminate the need for cords or chains. We are particularly proud of our Motionblinds range, which offers wireless and battery-operated motors that are easy to install and integrate with smart home systems.

WHAT SETS COULISSE APART FROM THE REST?

Our Twin Pull system will likely become more popular and widely adopted as it is a great alternative to conventional chain-operated blinds. Twin Pull, which we invented and patented, allows operation with two short wands. It features a beautiful, integrated design and is available for roller and honeycomb, with plans to expand to other product groups.

MEET THE COULISSE ENGINEERING TEAM

Bas Klein Tuente and Ruben de Vries are the leaders of our engineering team, which is responsible for developing and testing all our innovative products. They have a wealth of experience and knowledge in the window covering industry and are constantly seeking new ways to improve our solutions and ensure they comply with the highest safety standards.

OUR CHILD-SAFE SOLUTIONS

New Safety Tensioner

Our new safety tensioner is lab-certified and meets the ANSI/WCMA A100.1-2022 standard for window coverings. This child-safe solution is compatible with shade systems with a ball chain loop, including roller, double roller, honeycomb, roman and Venetian.

Twin Pull System

Our award-winning Twin Pull control system is a childsafe roller and honeycomb blinds alternative. This innovative solution eliminates unsafe loops and dangling cords, providing a userfriendly experience with precise positioning. The modular design allows easy replacement of components, ensuring long-term safety and functionality.

Motorized Motionblinds

Experience the ultimate in convenience and safety with our Motionblinds smart motors. These motorized shades can be controlled via smartphone or voice assistant, offering cord-free operation. This eliminates the risk of accidents caused by cords, making Motionblinds an ideal choice for homes with children.

Cordless Options

Our manual cordless solutions for roller and honeycomb shades provide an excellent alternative to traditional corded systems. Removing the cords significantly reduces the risk of accidents, ensuring a safer environment for your children.

CLOSING SALES APPOINTMENTS: Transforming Hesitant Clients into Raving Fans

BY KATHY CRAGG PACE

At the end of your design sales appointments, do your clients eagerly buy in or hesitate at the cost?

Modern Sales methods offer a solution for this hesitation, assuming you have done your due diligence in providing a balanced design that meets the client’s needs, style and budget. The key is to close your sales appointments like a memorable concert experience, where the audience is fully engaged, cheering, singing along and wanting an encore. With this approach, you can create an environment where your clients are nodding affirmatively and ready to purchase from you.

1. Goodbye Hesitation Live Window Tour

To create an unforgettable experience, try out the Goodbye Hesitation Live Window Tour. While I’ve been teaching a similar approach for years, it wasn’t until a few months ago, during an outdoor concert under the stars, that I truly understood the impact of this “closing” technique. It was a magical night in Southern California, near the iconic Hollywood sign. My husband had surprised me with front-row tickets to see our favorite band. Initially, I was apprehensive about the cost, but as the show began, the worries faded. From the first song to the final encore, the performance was impeccable.

2. A Carefully Crafted Experience

As the evening drew to a close, the crowd grew more animated. With hands raised and voices singing, they were completely absorbed in the electrifying atmosphere. Upon reflection, I realized that the band had skillfully crafted the concert’s finale. The order of the songs, the final few and the encore had all been selected to maximize audience participation. Moreover, as the last few songs played and the crowd roared for an encore, not everyone was fixated on the high cost of admission. I was so swept up in the moment that I would have gladly paid twice as much to attend again the next night. The concert culminated in an outpouring of devotion from fans eager to share their experience with friends. This highlights the way you want your clients to feel about you. Imagine closing your appointments like rock stars!

3. Observe and Always Be Learning

As I accompanied the designers I was coaching on ridealong appointments, I observed a trend: Clients would lose interest toward the end of the appointment instead of feeling excited about what was to come.

This realization prompted me to pay closer attention to the process most people use to ask for a sale. Before revealing the price, designers would sit with clients, review the order details and discuss the necessary specifications, materials and lift systems. However, the designers seemed apprehensive about the cost and felt that providing extensive details would justify the price tag. Clients were similarly uncomfortable with the amount of information presented, leading to glazed eyes and fidgeting. Some even interrupted to get to the bottom line. After hearing the price, clients often responded, “Let me think about it and get back to you.” This traditional method of closing a sale wasn’t effective and was centered on products, not transformations. It became apparent that a better approach was needed.

4. Doing It Differently

A design sales appointment should not simply close a deal but rather create an unforgettable experience. It is a transformative process that opens the door to a lifelong relationship. When confirming a sale, it’s time to put on a show. Forget about mundane table talk and boring couch closers. Emulate rock stars by standing up and inviting the client to join in. Encourage participation in an interactive tour thawt builds excitement and engages their interest.

So, how do you do it? First, walk together, from room to room, window by window. This is best done live, meaning you and the client, in person, together. Review the selections and show your products and materials in the best light from multiple angles. Hold them up in front of each window and, with descriptive words, invite the client to imagine how beautiful they will look and how good the room will feel. Yes, review details (not too many) and describe how the room will be transformed.

When I say sell the transformation, it means providing vivid word pictures of how their home will feel once your products are in the window. Talking about the transformation highlights the value of your expertise. It shows you “get them” and how important having their home feel like a haven is. You solve so much more than just the functional problem. Clients will pay a premium for this experience.

5. Addressing the Topic of Price

Do a Goodbye Hesitation Live Window Tour before you present the price every time. It’s simple and effective. It helps the client envision the transformation AND understand the details.

This is a high-dollar purchase, but be careful you don’t overwhelm to justify the price. Modern Sales pros know that both fact and feeling are necessary in decisionmaking and the client can only absorb so much. They limit details to the necessary and balance facts by creating excitement. Remember, people don’t buy things, they buy the feeling that comes from owning the thing.

Try it! Next time you present your proposal, do it with a drum roll, like a rock star, and watch your client’s reaction. You’ll find that rather than anxious thoughts about cost, your clients will catch the vision of life with your solutions and worry about what will be lost if they don’t buy. You’ll create an experience that makes clients lean in and throw money up on the stage. By confirming a sale this way, you will open a relationship for life and create a raving fan. V

Kathy Cragg Pace empowers design sales professionals to provide an irresistible selling experience. Her specialty is elevated design sales for individuals and teams. She helps businesses look at their existing sales processes and, without starting over, incorporate Modern Sales methods to increase sales without ever being “salesy.” She offers Modern Sales Mastery courses, tools and coaching with guaranteed results. » KathyPace.com

Crafting the Perfect Go-To Market Strategy: Part 2

Developing a solid go-to market strategy is key to ensuring shading business success

BY SAM BLAIR

In the May/June edition of VISION, we discussed how success in the window covering industry goes beyond offering quality products, but it also depends on how effectively you market those products. A well-crafted go-to market (GTM) strategy can make a huge difference in your brand’s visibility, market penetration and, ultimately, your sales.

A GTM strategy is not just a plan; it is a road map that guides every aspect of your business, from product development to customer acquisition and sales. This strategy involves thorough market research, product positioning, distribution channels and marketing tactics to reach and engage your target audience effectively. Without a clear GTM strategy, your business risks getting lost in a sea of competitors and struggling to gain visibility. To create a successful GTM strategy, it is essential to understand the key elements that yield the best results. These elements drive the success of your efforts and contribute to building a strong GTM strategy.

1. Market Research

Conducting thorough market research is the foundation of any successful GTM strategy. Here’s a step-by-step guide on how to approach it:

• Identify Your Target Audience: To effectively tailor your marketing efforts and products, it’s important to identify your ideal customer demographics, such as age, gender,

income level, geographic location and lifestyle. You can gain valuable insights from existing and potential clients by conducting surveys. To gather data from new clients, consider collecting their email information and distributing surveys to understand their desired solutions, priorities and preferences regarding quality and price.

• Understand Customer Needs and Pain Points: Gain a comprehensive understanding of your intended audience’s unique needs, wants and areas of discomfort regarding window coverings. Are they seeking energysaving solutions, aesthetically pleasing designs or effortless installation choices? Conduct interviews and initiate focus groups to collect direct feedback from potential clients.

• Analyze Competitors: Gain an advantage in the market by studying your competitors and pinpointing areas for growth. Examine their strengths, shortcomings, product placement, pricing, features, marketing techniques and customer feedback. Through careful analysis, extract useful knowledge to fine-tune and optimize your strategy.

• Stay Updated on Industry Trends: Stay informed on industry trends, innovations and emerging technologies related to window coverings to anticipate market shifts and adapt your offerings. Subscribing to industry publications like Window Fashion VISION, attending trade shows like IWCE and conferences, and following relevant blogs and forums can provide valuable insight.

2. Differentiating Value Proposition

Setting your window covering business apart from competitors requires a compelling value proposition. Here’s how to differentiate effectively:

• Identify Unique Selling Points: Identify the distinct attributes and merits that differentiate your window covering products and services from those of your competitors. These could comprise top-notch materials, groundbreaking designs, personalized choices, environmentally friendly materials or unparalleled customer care. Capitalize on your areas of expertise and emphasize how you stand out as the most valuable resource, highlighting what sets you apart.

• Understand Customer Priorities: Align your value proposition with the priorities and preferences of your target audience by deeply studying and understanding the survey information. What factors are most important to them when choosing window coverings? Focus on highlighting the aspects of your products, services and expertise that resonate most with their needs and desires.

• Communicate Value Clearly: Effectively convey your value proposition through marketing efforts, messaging and communication channels. Utilize tailored language to resonate with your desired audience, emphasizing how your business caters to their unique pain points and offers unparalleled solutions and benefits.

• Demonstrate Proof: Provide evidence or testimonials that support your claims and demonstrate the value of your products. This could include customer reviews, case studies, before and after photos or certifications attesting to the quality and performance of your window coverings.

3. Strategic Distribution Channels

Choosing the right distribution channels is critical for reaching your target customers effectively. Here are some strategic considerations:

• Retail Stores: By establishing a physical location such as a storefront or a designated space within a design studio, prospective customers can personally view and feel your window coverings before committing to a purchase. However, if this is currently not an option, direct your efforts toward collaborating with home decor stores, furniture retailers or specialty furniture shops that align with your target audience may be beneficial.

• Online Marketplaces: By selling your products on popular online marketplaces like Amazon, Wayfair and Houzz, you can increase your reach and accessibility to a wider range of customers. Utilizing these platforms allows you to take advantage of their convenience and reach, which can help you tap into a larger customer base.

• E-Commerce Platforms: Establishing your own e-commerce website gives you full control over the shopping experience and lets you showcase your products in the best light. Invest in user-friendly design, seamless navigation and secure payment options to enhance customers’ online shopping experience.

• Social Media: Utilize social media platforms such as Instagram, Facebook and Pinterest to showcase your window coverings, engage with customers and drive traffic to your website or retail locations. Visual platforms like Instagram and Pinterest are particularly effective for showcasing product photos and inspiring interior design ideas.

• Trade Shows and Events: Participating in industry trade shows, home expos or local events allows you to showcase your products to a targeted audience of potential customers. Take advantage of these opportunities to network with industry professionals, generate leads and build brand awareness.

• Direct Sales and Installations: Offering direct sales and installation services can give customers a personalized touch and convenience. Consider offering in-home consultations and installations to provide expert guidance and ensure a seamless customer experience.

4. Customer Experience

Some aspects for you to consider when refining your customer experience:

• Personalized Consultations: Offer in-home or virtual consultations tailored to customers’ needs.

• Interactive Product Demonstrations: Create engaging showroom displays and provide sample kits for customers to experience products firsthand.

• Streamlined Ordering Process: Design a userfriendly website with online configurators and clear communication throughout the ordering process.

• Post-Purchase Support and Follow-Up: Offer installation services, generous warranties and follow-up communication to ensure customer satisfaction and build long-term relationships.

Building an effective GTM strategy, highlighting unique value and applying strategic marketing are vital for the growth and competitiveness of your shading business. It’s a road map to better profits, market share and customer satisfaction. V Since 2005, Sam Blair has combined his passion for business growth and window covering innovations to create impactful solutions. His comprehensive experience allows him to generate revenue and enhance team dynamics, all while focusing on mentoring in leadership and window covering advancements.

HOW TO SUCCESSFULLY MARKET MOTORIZED WINDOW TREATMENTS: Part 1

BY CHRISTINE HASKELL

In light of new regulations effective June 1, cordless window treatments have become our preferred option. However, we urge our clients to take the next step and consider motorization. We aim to boost sales and provide a modern and convenient method for controlling window treatments, offering multiple consumer benefits. The challenge now is to convince clients of the advantages of motorized window treatments and effectively market them. The solution lies in adopting successful marketing strategies tailored to our diverse audience’s needs and wants. While it may seem daunting, we can successfully execute this and take our business to the next level with the right approach.

BENEFITS OF MOTORIZATION

To effectively market to individuals, it’s imperative to understand which benefits will be emphasized. Fortunately, this is a straightforward process when it comes to motorization. Reviewing the list, consider how each benefit may pertain to a diverse range of individuals.

Safety for children and pets

(still relevant despite the cordless change)

Solutions for high or hard-to-reach windows or rooms with many windows

Ease of use for anyone with mobility issues (from reaching, standing, grasping, etc.)

Increased security for frequent work or leisure travelers

Energy efficiency, leading to a more comfortable home and potentially lower bills and carbon footprint

Protection from UV exposure for investments like art, wood floors and furniture

Programmable schedules based on time or sunrise/sunset

Increased property value

Tech bragging rights!

Did you think of any benefits I didn’t cover? Fantastic! Write those down.

Instead of attempting to fit a specific person into each benefit, it’s important to consider how each benefit can be applied to a particular person. To illustrate this point, I have chosen two general types of individuals and will showcase how the advantages of motorization can be customized to suit their unique needs.

MOTORIZATION FOR PARENTS

Any area of daily life where you can tell a parent you’re creating less work for them, fewer parenting battles and making their life easier will be a big win. For example, imagine being able to wake a baby from a nap or a grumpy teenager in the morning by remotely opening their bedroom shades quietly. Parents also care about saving money, so highlight how they could close their teen’s shades before the sun heats up their room, making the A/C work harder. Reassure them that a lost remote isn’t an issue since they can operate the window treatment from their phone or via voice control devices like Amazon Alexa.

We all know natural light is crucial for health and sleep. Motorized treatments are used more frequently than manual ones, so parents and their children can easily get the natural light they need without any extra effort. It’s a health and well-being win for the whole family. Safety is an obvious benefit to highlight, but consider presenting it as a secondary benefit to avoid creating fear-based emotions, which can diminish your company’s impression. Instead, paint motorization as a luxury for parents. They’re exhausted and deserve something to enjoy themselves, like being able to fall into bed after a long day without getting up to close the drapes.

EXECUTIVES AND IMPORTANT BUSINESSPEOPLE

As a businessperson, you understand that time is valuable, and any investment needs to make sense and provide a net benefit. Motorized window coverings offer multiple opportunities to meet these needs. They can lower energy consumption and costs, protect investments from UV damage and increase home value. Emphasize how rarely they need to charge if not hardwired, the length of your warranty and the typical life span of the motors. Motorized window treatments are operated more frequently than manual ones, meaning executives will invest more. Regular use can also extend the life span of many treatments, providing ROI for years.

Highlight time-saving features like programmable schedules, remote operation and the ability to

simultaneously close all window shades in a large room. For frequent travelers, compare motorized treatments to home light timers, a common element many people already have to enhance security by making it look like someone is home.

Don’t forget the bragging rights! Motorization is becoming increasingly common, with about a third of homeowners opting for it, and that number is rising. Encourage executives to get ahead of the curve now rather than in five to 10 years, regretting that their lasting investment is behind on the times.

Start targeting people for motorization that speaks to them. These examples should give you a solid starting point for creating detailed lists of potential segments and how to appeal to them. Remember the common marketing phrase: “When you try to appeal to everyone, you end up appealing to no one.”

The goal is not just to take their money but to show them that you understand what they care about and that motorization is a solution they’ll be glad they purchased. After your sales pitch, prospective customers should be left feeling like the benefits they gain from purchasing motorized window treatments far outweigh the challenges they face. Maintaining the status quo should never be more appealing than your solution—even if the cost is higher than anticipated.

While targeting options vary significantly per marketing platform, you and your team should now easily be able to create multiple groups of unique demographics and create a list of ways the vast benefits of motorization benefit them uniquely. These messages will make your marketing effective and increase inquiries about motorization specifically.

You’ll also increase closing rates when Sales understands these points as well (or better) than Marketing. Go forth and market (and sell!) window treatments to a wide range of people! V

For more than 15 years, Christine Haskell has been immersed in digital marketing, including but not limited to social media management, web design, search engine optimization and email marketing. She has worked with various clientele, ranging from international spirits brands, nonprofits and tax franchises to skin care lines and independent authors. As the marketing manager of Galaxy Draperies in Chatsworth, California, Christine’s experience and technical savviness allow the company to stay agile and constantly grow to automate, measure effectiveness and improve lead and customer efforts and communications.

Wireless Battery Motors from Insolroll with smart control, charging, and finishing options.

Introducing SmartGlid, Orion’s exclusive wireless motor!

BEST OF BOTH WORLDS

SmartGlid is compatible with Somfy’s Glydea track and accessories. Traverses up to 132 lbs. in any opening, any header style, any rail shape with manual override and touch motion. Tracks and carriers available in 5 colors - white, bronze, gold, silver and black.

SMARTHOME INTERGRATION

SmartGlid seamlessly connects with major smart home platforms including Google Home and Amazon Alexa.

SIMPLE SETUP

Download the SmartGlid App and you’re ready to go.

APP & REMOTE CONTROL

SmartGlid has built in wifi allowing clients to choose App or remote control.

FINISHING TOUCH

Iron Art, Wood Art and Design Art fascias by Orion add the finishing touch! Orion designs, fabricates and hand-finishes all of our motorized traversing systems.

40 Years Years

CELEBRATING

PRODUCT SPOTLIGHT

SUREWIN

Surewin has quality components at competitive prices from its Florida warehouse, with custom sourcing available. Plastic bead chain-in-rolls or continuous loops; numerous colors in all lengths, nickel-plated and stainless chain- in-rolls and continuous loops in all lengths, stop balls, connectors, safety devices, c-clips, alligator clips, tassels, lift cord, vertical components, cord locks and the easy-to-fabricate, low-profile Sure-Lift® Roman Headrail System for shades up to 50 pounds. Learn more at surewinenterprise1@gmail.com or call 239-362-3342

ONA DRAPERY HARDWARE COMPANY

The source for custom-made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy-gauge steel, wrought iron, crystal and more. Custom curving is also available for all rod profiles. Be sure to look at our new acrylic rods, art glass finials and polished chrome finishes, in addition to our popular French rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. For a free catalog, please call 800-231-4025 or visit OnaDrapery.com

FULL RANGE OF CHILD-SAFE SOLUTIONS AT COULISSE

As leading innovators in child-safe window covering systems, Coulisse offers a full range of independently lab certified manual and motorized solutions that comply with ANSI/ WCMA standards. The solutions include the award-winning Twin Pull system for precise positioning, manual cordless options and motorized MotionBlinds for smartphone or voicecontrolled operation and the new Safety Tensioner that is easy to install and fits all chain loops. Each solution is designed to suit every product category and ensure child safety. Read on at Coulisse.com/americas

PHIFER

Phifer announced that SheerWeave® Privacy with DOW ECOLIBRIUM™ is now recommended by the Skin Cancer Foundation as an effective UV protectant.

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The Simple Concept of Effective

Follow-Up

BY OLIVER SCHREIBER

How do you increase sales revenue with the same number of leads generated or even fewer leads? This topic recently came up in a meeting with like-minded business owners. Answers were all over the place. Increase your closing rate! Sell more expensive products, thus increasing the average sale and, therefore, earning a higher revenue per lead. Advertise to more high-end clientele! One fellow window treatment professional explained how he generated more revenue in the previous 90 days while spending less on marketing and advertising. And it comes down to a pretty simple concept: Follow up.

I’m not talking about the kind of followup where you call them a few times and then decide they are uninterested. And I’m not talking about when you go and give someone a price, you call them a few times and they do not respond, so YOU decide it’s not worth it to call them anymore because they’re not buying. I am talking about following up aggressively until they buy, die or call the police! Whoa … do I have your attention now?

You probably spend money advertising, at least a little bit on Google Pay-Per-Click. Someone calls in after hours and leaves a message. You get to work at 8 a.m. the next day. Your installer called out sick and your admin is late—again. There are so many things to do, and you haven’t even made the coffee yet! How do you prioritize?

The most important call you need to make is to that potential client.

Every minute between when they leave the message and you get back in touch gives them another minute to forget they were completely interested or another minute to move forward with a competitor. Did you get a form filled out from your Pay-Per-Click? Make sure you call them within five minutes. According to ChiliPepper.com:

1. Thirty percent of your prospects will go to a competitor if you do not respond quickly enough.

2. Responding to leads within the first minute increases conversions by 391%.

3. After five minutes pass, the odds of connecting and qualifying with the lead drop 80%.

4. Fifty percent of leads will work with the organization that contacts them first.

5. Organizations that contact a lead within the first hour are seven times more likely to qualify the prospect than those that respond in two hours.

So, you have now called, emailed and texted your prospect. Or you went out and gave them a quote, and they said you could call them within 48 hours to get their decision. No response. You contact them twice today and once daily for the next three days. No response. This is where the committed follow-up comes into play. You have paid for this lead and the contact info. You have visited their home and spent your time and gas money. Now, you must squeeze every drop out of all your leads and quotes. You must now call them until one of those three things happens.

I know some of you are wondering right now what kind of jerk I am, but let me

explain. I believe that if we have spent money to generate a lead or spent time visiting a client’s home, we are owed a clear “Yes, let’s move forward” or a simple “No, I’m not going to buy from you.” When we call and they tell us they bought it from someone else, we have an answer. No need to keep calling them back. However, if they don’t respond or say they’re still thinking about it, they need to continue to be communicated with. If we call and they say our customer passed away and the house is in probate, again, there’s no need to keep calling. And, lastly, if they called the police on you, you are doing this all wrong and probably need to update your customer service skills!

The idea is to squeeze ALL the juice out of the lemon, getting the most out of every single lead we have paid for and generated. We have a fiscal responsibility to ourselves and our companies to make sure we get back as much of our initial investment as possible.

Follow up on every single lead and every single quote until you get a solid yes or no and you will find yourself getting more and more sales in the Sold! column. V

Oliver Schreiber began his sales career over 30 years ago and is CEO of Beltway Blinds in Washington, D.C., Maryland, and Virginia. He leads a team that generated more than $11 million in sales last year. He has been a speaker at IWCE, has received awards for being the largest-volume dealer with Alta Window Fashions and sits on the National Advisory Committee for a window covering group, Exciting Windows!. BeltwayBlinds.com

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