WFV_JanFeb_2025_Digital Issue by Window Fashion Vision Magazine

WINDOW TO

VOLUME 47, ISSUE 1 JANUARY + FEBRUARY 2025

WELLNESS IWCE 2025 West Palm Beach Preview of Innovation Energy-Saving Solutions at the Push of a Button 2025 Industry Outlook Insights That Define the Upcoming Year Fresh Palette for the New Year: Introducing the Trendsetting Colors

SMART WINDOW COVERINGS

Discover more

N E W C U R TA I N CONCEPT

Introducing Coulisse’s new Ripple Fold configuration: an effective alternative to traditional curtain hooks. Now available at the Miami warehouse, this new configuration is compatible with Coulisse’s modular curtain track, as well as both manual operation and battery motors. The CM-36 motor features Bluetooth connectivity, while the new CM-36-E motor is equipped with the latest Matter and Thread technology. Ripple Fold is available in three wave lengths— 1 7/8”, 2 1/8”, and 2 3/8”—allowing for a customized curtain fullness.

coulisse.com

New

for

2025!

DESIGNER LOOKS FOR DUAL SHADES

Fresh solutions and details from Insolroll

Expansive in-stock fabric inventory featuring

Expect better from your roller shade supplier. 5-day lead time Exceptional Quality Control Every shade tested Made in Colorado, USA Experienced long-term employees

MASTHEAD Januar y + Februar y 2025

VOLUME 47, ISSUE 1

President/Publisher | Grace McNamara grace@wf-vision.com Associate Publisher | Ania Munzer ania@wf-vision.com Managing Editor | Lindsay Brown lindsay@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 | Nohelia Sene nohelia@wf-vision.com Marketing Coordinator | Tracy Herold tracy@wf-vision.com Accounting | Heather Bradley accounting@wf-vision.com ON THE COVER: CONTRIBUTORS Sam Blair, Kathy Cragg Pace, Cheryl Luckett, John MacKenzie, Oliver Schreiber, Ronica VanGelder

Photography: Toni Deis Creative Project: Private residence in Westfield, NJ Designer: Mimi & Hill Design Studio Woodworker: Parsons Cabinetry

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 © 2025 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 JANUARY + FEBRUARY 2025, VOLUME 47, ISSUE 1.

JANUARY + FEBRUARY 2025 | wf-vision.com

For magazine updates, go to Facebook.com/wfvisionmagazine Keep up with all the news @WFVMagazine

G R A C E N OT E From the Publis her

French Chicken

A Colorful Start to the Year Grace McNamara, Publisher

I remember years ago when everyone eagerly awaited the reveal of Pantone’s Color of the Year. This single color would set the tone for trends in many industries, especially home and fashion design. We couldn’t wait to publish the announcement, even though, by the time we went to press, the news was already out. How things have changed! Today, every leading paint company unveils its own take on color trends. This year, we’re seeing a renewed embrace of bold colors, paired with a sense of calm and relaxation. Check out what colors will be shaping your 2025 on page 40. It’s exciting to see the dedication of our industry to creating eco-friendly and environmentally conscious products for windows. Consumers are increasingly demanding transparency about the materials they bring into their homes. Our feature on page 25, “A Healthy Home Starts at the Window,” explores both the importance—and the challenges—of staying true to this mission. During a recent visit to Spain and France, I saw firsthand the efforts these countries are making to reduce plastics and environmental waste. Hopefully, we’ll follow suit soon. Now more than ever, staying informed about the latest products and educational opportunities is essential for success in today’s market. And there’s no better place to do that than at the industry’s largest learning event: the International Window Coverings Expo April 14–16, in beautiful West Palm Beach, Florida! There’s nothing like the personal connections and cuttingedge insights you’ll gain by seeing the latest products and meeting the companies behind them. This year, we’ve curated more than 40 educational sessions and workshops to tackle the critical issues you need to navigate for a thriving business. Let’s make this your best year ever!

Grace McNamara Publisher Window Fashion VISION

JANUARY + FEBRUARY 2025 | wf-vision.com

Ingredients 1 whole spatchcock chicken (backbone removed so it lays flat) Salt and pepper 1 onion, sliced 1 lemon, sliced 1 fennel bulb, sliced, or 1 tbsp fennel seeds 1 whole garlic bulb, cut in half with outer skin peeled 1/3 cup olive oil ½ cup white wine Instructions 1. Pat the chicken dry with a paper towel. Season both sides with salt and pepper. 2. Place the onion, lemon, fennel and garlic in a Dutch oven, spreading them out evenly. 3. Combine the olive oil, salt, pepper and fennel seeds (if using) in a small bowl. Mix until well combined. 4. Place the chicken in the Dutch oven, skin side down, and spoon the olive oil mixture over the chicken. Refrigerate overnight or the morning of cooking. 5. Remove the chicken from the refrigerator 1 hour before cooking. Preheat the oven to 425°F. 6. Flip the chicken so the breast side is up. Roast the chicken for 30 minutes. Remove the Dutch oven from the oven and pour the wine around (not on) the chicken. 7. Return the Dutch oven to the oven and roast for another 30 minutes, or until perfectly done. Adapted from Ina Garten’s Skillet-Roasted Lemon Chicken recipe

Elegance Redefined Introducing the Opulence™ Series Exquisitely crafted round and square brackets, Opulence comes in a range of colors and finishes to complement any interior. Modern or timeless, it seamlessly integrates with your roller shades and décor, elevating residential and commercial spaces effortlessly.

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C O N T E N TS Januar y + Februar y 2025

IN THIS ISSUE COLUMNS

PUBLISHER’S NOTE A Colorful Start to the Year By Grace McNamara

10 8 10 12

disCOVER About the Cover POINT-OF-VIEW: New & Noteworthy All That’s Interesting

14 16

ARTISAN ATELIER Fabricating Profits: Expand Your Workroom Offerings to Boost Revenue By Ronica VanGelder

18 L 20 25 A Healthy Home Starts at the Window 4

The quest for healthier, greener living is no longer a niche pursuit— it’s a mainstream necessity.

32 4

2025 State of the Industry Outlook Industry professionals share what’s shaping the window covering industry today— and where it’s headed next.

46 IWCE Preview 40 2025 Shows Its True Colors 4

Discover the colors that will saturate our homes this year.

JANUARY + FEBRUARY 2025 | wf-vision.com

Register now for the premier window covering show! Get a closer look at the schedule, new products and special events featured at this year’s expo.

FULL FRAME: INSTALLATION E xtreme Window Installation

20 FULL FRAME: MOTORIZATION Shading the Future By John MacKenzie

26 58

FULL FRAME: WELLNESS A Clear Vision for a Bright New Year   By Cheryl Luckett

56 20

FULL FRAME: TRANSFORMATIONS Three Sales Myths Sabotaging Your Growth By Kathy Cragg Pace

20 60

FULL FRAME: BUSINESS DEVELOPMENT Momentum in Motion By Sam Blair 56 SOLD! Don’t Stress to Impress By Oliver Schreiber

D I S C OV E R Cover Stor y

A Space That Tells a Story

In Westfield, New Jersey, a once-underutilized dining room was transformed into a warm and inviting library, becoming the centerpiece of a family’s home. Designed by Mimi & Hill Design Studio, this thoughtfully crafted space now serves as a sanctuary for reading, storytelling and connection. Designers Miriam Silver Verga and Hillary Kaplan envisioned the library as a haven for relaxation and reflection. The design features built-in cabinetry painted in a moody teal blue, paired with Hartmann&Forbes Aura grassweave shades. These handwoven window treatments are crafted from sustainable natural fibers, using rapidly renewable materials grown in well-managed ecosystems. Sustainability was a key consideration in this transformation. “By repurposing the client’s vintage rugs, we reduced waste while adding a layer of personal history and character to the library,” Kaplan explained. This thoughtful approach blended eco-consciousness with timeless design, creating a unique and meaningful space. Complementary elements like the repurposed rugs bring history and character, while furnishings such as a Vanguard love seat and leather chairs create a comfortable yet polished aesthetic. Carefully selected details, from Schumacher wallpaper to Circa sconces, enhance the room’s layered, intentional design. “Our goal was to craft a room that encourages meaningful moments together,” Silver Verga shared. By combining sustainable practices, thoughtful design and functional elegance, they transformed the space into a cherished library that invites readers to linger and explore.

JANUARY + FEBRUARY 2025 | wf-vision.com

Designer: Mimi & Hill Design Studi Photography: Toni Deis Creative Woodworker: Parsons Cabinetry

VISIT US AT

BOOTH # 709

ACACIA Roller Shade

AUSTRALIAN MADE COLLECTION Perfect balance of warm tones & subtle textural sophistication!

P O I N T - O F -V I E W New & Noteworthy

NEW AND NOTEWORTHY Castle Couture Anna French debuted her first woven upholstery series with the Camelot collection, presenting more than 50 designs that reinterpret classic patterns like moirés, medallions and intricate embroideries. Drawing inspiration from the legendary city, these fabrics celebrate the brand’s heritage through luxurious fibers and timeless techniques, including embossed taffeta and washed wool. The collection offers a rich palette that captures the essence of all four seasons, providing versatile options for both traditional and contemporary interiors. ThibautDesign.com

NEW PRODUCT A Fresh Perspective Carnegie, in collaboration with Création Baumann, debuted three Conscious Collection window fabrics: Shadow V, Cloud and Shelter. These semitransparent, aluminum-metalized draperies offer heat and glare protection, sound reduction and light regulation. PVC-free, PFAS-free and LEED-contributing, they combine sustainability, durability and timeless design. With versatile neutrals and enhanced performance, they are ideal for any space seeking a balance of form and function. CarnegieFabrics.com

NEW PRODUCT Flower Power Style icon Aerin Lauder shares her passion for florals in “Living with Flowers.” Drawing inspiration from her grandmother Estée Lauder, Aerin explores incorporating flowers into home decor, entertaining and daily life. The book offers creative ideas for designing arrangements, from simple neutral palettes to vibrant mixes, and showcases how floral patterns can enhance interiors through wallpaper, fabrics and tableware. “Living with Flowers” is set to inspire readers to infuse their spaces with beauty and joy. RizzoliUSA.com

JANUARY + FEBRUARY 2025 | wf-vision.com

Your Vision, Our Workroom Completely Custom. Entirely Handmade.

Our trend experts have identified 3 major interior design trends forecasted to thrive in 2025. With the ability to customize everything from fabric and hardware to lift systems and top treatments, Horizons can help you craft the perfect, one-of-a-kind look for your clients.

Classic Revival

Restorative Retreat

Calm & Serene Wellness and relaxation continue to stay top of mind but with a cooler, softer, touch, creating a truly restorative, healing environment. for a timeless design.

Reclaimed & Refurbished A design that is both ornamental and alluring, gold metallics from a disco era combine with nostalgia that is focused on rest and relaxation.

Unexpected Optimism

Call Customer Service at (800) 858-2352 or email us at customerservice@horizonshades.com to start your next custom window fashions project with Horizons today.

Bright & Playful Mood-based décor and energetic pops of color act as bright spots, inject some much-needed optimism into everyday life.

P O I N T - O F -V I E W New & Noteworthy

Artful Adornments Ghanaian-born designer Mimi Plange has partnered with The Shade Store to create a striking collection of window treatments. Featuring geometrics, abstract florals and playful animal prints, some designs debut on natural Grassweave materials. Inspired by African scarification traditions and Victorian botanical collages, the patterns blend heritage with modernity. Highlights include the “Victoria” print, influenced by the Herero women of Namibia. Plange describes the collection as both simplistic and maximal—“abstract, artistic and unexpected.” TheShadeStore.com

Shades of Innovation Texstyle introduced Kleenscreen Blackout, a durable roller shade fabric that combines the functionality of a solar screen with the privacy of a 100% blackout material. Its unique yarn formulation eliminates the need for a blackout coating, ensuring a uniform appearance on both sides—ideal for open roll systems. Treated with Sanitized antimicrobial protection, it resists bacterial odors, mold and mildew, enhancing longevity. Available in seven contemporary colors, Kleenscreen Blackout is PVC-free and flame-retardant (NFPA 701), and holds GREENGUARD and GREENGUARD Gold certifications, making it suitable for residential and commercial spaces. Texstyle.com

NEW PRODUCT Through the Looking Glass Kravet has teamed up with 3D visualization company Intiaro to debut Arrange 3D, a cutting-edge mixed-reality furniture shopping app. Designed for use with Apple’s Vision Pro headset, this groundbreaking tool lets users see customizable furniture in their own spaces with an immersive, photorealistic experience that goes beyond traditional augmented reality. By merging physical and virtual worlds, Arrange 3D empowers designers to explore various fabrics and configurations on real furniture and products, transforming the interior design process. Kravet.com

JANUARY + FEBRUARY 2025 | wf-vision.com

A RT I SA N AT E L I E R Workroom Planning

Fabricating Profits

Expand your workroom offerings to boost revenue BY RONICA VANGELDER

Running a successful workroom comes with its challenges and one of the biggest is finding ways to increase profits without solely relying on raising prices. While adjusting pricing is sometimes necessary, there are other effective strategies to grow your revenue while adding value for your clients. By expanding your service offerings to include hardware, fabrics, trims and hard treatments, you can position your workroom as a one-stop shop, streamline the design process for your clients and create new opportunities for profit. 16

JANUARY + FEBRUARY 2025 | wf-vision.com

Hardware: A High-Margin, Essential Addition Adding hardware to your services is a smart way to enhance your offerings while maintaining greater control over the final product. Hardware can be a complex aspect of window treatments, and becoming a go-to resource for this essential component positions you as an expert in the field. Start by familiarizing yourself with two to three hardware product lines, focusing on “good, better, best” options to suit a range of client budgets and needs. Whether your clients are looking for classic wood rods, modern metal finishes or ornate iron designs, providing variety ensures you can meet their specific preferences.

Mastering the details of hardware is crucial. You’ll need to understand how many brackets are required for proper support, how to choose the right size for tight spaces and how to assess whether a traverse rod might be more functional than traditional rods with rings. When you supply the hardware, you also control critical elements such as bracket projections, returns and ring drops, reducing the risk of errors during installation. By offering hardware, you provide a valuable service to designers, who often juggle numerous project details. They’ll appreciate the convenience of sourcing everything in one place. Plus, hardware typically offers healthy markup potential, making it a profitable addition to your workroom.

Expand into Fabrics and Trims As with hardware, fabrics and trims are a profitable way to grow your business. By offering these products, you simplify the process for your clients while enhancing your role as a comprehensive service provider. Designers frequently need simple fabric solutions, such as solids for accents or welt cords, and having these readily available saves them time and effort. Keep a selection of fabric books featuring basic solids, prints and textures on hand. Like hardware, choose only a few fabric vendors to partner with and build strong relationships with them. This ensures reliable supply and access to high-quality options that align with your workroom’s standards. Trims, on the other hand, offer the perfect finishing touch to elevate any design. Banded trims, tassels and brush fringes are timeless choices, while trendy options like open weaves and pom-poms cater to more contemporary styles. Keeping trim samples readily available during consultations allows designers to see how these elements can transform a project.

Incorporate Hard Treatments Hard treatments are another powerful way to increase profits while meeting a broader range of client needs. Full-service designers handle countless details when creating interiors, and anything you can do to simplify their workload is invaluable. By adding hard treatments to your offerings, you take one more task off their plate, strengthening your relationship and boosting your reputation as a trusted resource.

Begin by mastering simple hard treatments, such as blinds, and gradually expand your knowledge and product range. Popular options include roller shades, known for their sleek and modern appeal, and natural woven shades, which add warmth and texture to any space. As with fabrics and trims, building relationships with reliable vendors is essential. Look for suppliers who offer not only high-quality products but also excellent customer service. Responsive vendors ensure you can deliver on time and address any challenges that arise, giving your clients confidence in your ability to handle their projects seamlessly.

Getting Started If you’re new to offering additional products and services, start small and grow strategically. Focus on one category, such as hardware, and master the ins and outs before moving on to the next. Don’t forget to invest in marketing your expanded offerings through client consultations, showroom displays and digital content. For example, showcase how trims can elevate a design or demonstrate the versatility of roller shades in your social media posts. Use samples and swatches to give designers a hands-on experience with your products, making it easier for them to see the value you bring. Expanding your workroom offerings to include hardware, fabrics, trims and hard treatments is a proven way to boost profits while adding value for your clients. By positioning yourself as a one-stop shop and building strong expertise in these areas, you can simplify the design process for your clients, enhance your reputation and create sustainable growth for your business. With the right approach and partnerships, these additions will not only increase your revenue but also elevate your workroom’s role as an indispensable resource in the design community. V

Ronica VanGelder of Ronica’s Custom Creations is a dedicated and award-winning window treatment expert, passionate about transforming houses into warm, inviting homes. She specializes in helping new homeowners elevate their spaces by dressing naked or outdated windows—because, let’s face it, windows without treatments are like outfits without accessories! Through personalized in-home consultations and style assessments, Ronica collaborates closely with her clients to select the perfect window treatments. From the initial design to the final installation, she oversees every detail to ensure a seamless and satisfying experience.

FULL FRAME Installation

PHOTO CREDIT: MELANIE BELLEMARE OF CREATIVE COLLABORATORS & CO.

EXTREME

Installation LOCATION: United Community Bank Headquarters, Greenville, SC DESIGNER: Integrity Blinds and Shutters, Greer, SC PRODUCTS USED: MagnaTrack Solar Screen by Progressive Screens EXTRA EQUIPMENT USED: Scaffolding and boom lift DEALER/INSTALLER: Integrity Blinds and Shutters, Greer, SC PHOTOGRAPHER: Sydney Lareche

JANUARY + FEBRUARY 2025 | wf-vision.com

PROJECT GOAL: Install a 28-foot motorized exterior solar shade on the seventh-floor terrace to provide essential sun protection CHALLENGE: The project required mounting a massive MagnaTrack Solar Screen by Progressive Screens 120 feet above the ground on the building’s exterior—without a stable surface to work from. Every part of the installation was conducted off the side of the building, with installers either perched on scaffolding that extended beyond the terrace or suspended in a boom lift. SOLUTION: The project manager operated the boom lift with precision, hovering just inches from the facade, while the installation team used scaffolding and harnesses secured to the roof. This meticulous coordination allowed the team to securely install the oversize shade despite the extreme conditions. V

FULL FRAME Motorization

Shading the Future

Motorized solutions for energy savings and home comfort

BY JOHN MACKENZIE

When I first began my career in the window treatment industry nearly 20 years ago, I must admit it was more out of necessity than desire. I was hoping to find a job as an industrial designer, but after searching for months in a poor job market, I had bills to pay and just needed to work. I found a position installing shades for a wonderful familyowned business, but if I can be honest, I knew nothing about window treatments. Frankly, I had never given them a second thought.

JANUARY + FEBRUARY 2025 | wf-vision.com

Unfortunately, for us shade professionals, this is the typical amount of knowledge and thought our customers have about window treatments. As professionals, it’s our responsibility to educate our customers on a variety of factors: What products are right for their applications and needs? What fabrics, colors and aesthetics will complement the interior design? How will they want to operate their shades? Now more than ever, we need to educate them on how proper window treatments can benefit their lives by

saving energy and contributing to a healthy lifestyle. With the focus of this issue on sustainability, energy efficiency and green living, let’s discuss how our products relate to those issues. Sustainability, energy efficiency and green living have become increasingly important topics, and when discussing these in regard to window treatments, it’s essential to consider motorization. Technically speaking, energy efficiency and green living fall under the definition of sustainability, but how do we define the term? In 1987, the United Nations Brundtland Commission defined sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” This broad definition is built on the three pillars of sustainability: environmental sustainability, economic sustainability and social sustainability. A variety of initiatives and actions fall under these three pillars, but we will focus on energy savings and health and wellness. As the world’s population continues to increase and people live more energy-intensive lifestyles, conserving energy becomes increasingly important. Whether energy is created with fossil fuels or renewable sources, we need to be aware of our energy use and work toward conserving those resources. Fortunately, motorized window treatments align perfectly with that goal. In last month’s issue, I talked about adding automation to motorized shades and the many benefits of doing so. One of those benefits comes in the form of energy savings in multiple ways. First, let’s talk about how window treatments can affect HVAC usage. Heat gain in buildings can be a real problem, especially in buildings with old windows. Builders and architects are now using larger windows, which can make this problem even worse, but shades are a perfect way to control that heat. Having an automation system lower shades on hot days to protect against heat gain can result in savings of up to 25% of cooling costs. Exterior shades and awnings can do an even better job by blocking the heat before it enters the building. Conversely, letting in the sun and its heat during cold days can save on heating costs. Of course, shades also offer thermal qualities, and lowering them on cold nights can help keep the heat inside. On that note, it’s important to mention that fabrics and shade types can play a significant role in thermal performance. Light-colored fabrics, specialty treated fabrics and metal-backed fabrics can all do a great

deal in reflecting heat, while products like honeycomb shades and drapes can do a great deal to insulate spaces, keeping cold air out and warm air in. It’s also important to say that while this article is specifically about motorization, manual shades also provide these same benefits, provided the end user moves them. Obviously, motorization and automation make this much easier. Another way motorized window treatments can help with sustainability is in the way shades can control the light in a building. You may have heard the term “daylighting,” especially if you work in the commercial field. Simply put, daylighting is the practice of using natural sunlight to light buildings. Often, this can supplement artificial lighting and, in some cases, even replace it. From an energy-savings standpoint, allowing daylight into a space means you can dim the artificial lights and thus save on electrical costs. Another advantage to daylighting is that it plays into the social side of sustainability, as it can help with health and wellness. Exposure to sunlight can have real benefits on our health and wellness. Studies have shown that exposure to sunlight can improve productivity, keep us healthy with fewer missed workdays and, when we do get sick, speed up healing times. Of course, too much sunlight can be detrimental in terms of excessive glare and heat. This is where motorized shades with automation can be a real benefit. While simple automation like lowering or raising shades automatically at certain times of the day will help, more advanced automation systems with light and/or temperature sensors and the ability to communicate with lighting systems is where the real savings and benefits can be realized. Remember, when speaking with homeowners, builders or architects, you are the window treatment professional and it’s up to you to educate your customers. While window treatment types and aesthetics will always be important, explaining how shades can actually save money and help people live productive and healthy lives is becoming more and more crucial. Once your customers see you as the expert you are, they can become your best advertising tool. 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.

MAKKAS WORKROOM

FULL FRAME Workroom Profile

Makkas Workroom began as a one-woman show in 1979 and has now grown into a dedicated team of 35.

All in the Family

Makkas Workroom, founded in 1979, continues to build its legacy with a focus on craftsmanship, detail and unparalleled service BY LINDSAY BROWN

For nearly 45 years, Makkas Workroom has been the premier destination for high-end custom drapery in New England. What began in 1979 as a one-woman operation by Maria Makkas in her home’s basement has grown into a thriving family business. A few years after Maria founded the company, her husband, Phil, joined to lend his expertise on more complex projects. In 2009, their son Manny came on board, bringing a fresh perspective while ensuring the continuity of the company’s values. Today, Makkas Workroom employs 35 dedicated team members and remains a trusted partner for interior designers seeking impeccable fabrication, artistry and precision.

WFV: What sets Makkas Workroom apart from others in the industry?

But Makkas Workroom’s success isn’t just about the fabrics— it’s about the strong relationships they build with every designer who walks through their doors. As Manny puts it, “Our goal is simple: to be the only workroom designers turn to for the highest quality and exceptional service.”

MM: We’ve been fortunate to pass the business on to the next generation. Right now, three generations of the Makkas family are involved. We’re constantly sharing our knowledge, and I hope to see this business continue to thrive for many years to come.

JANUARY + FEBRUARY 2025 | wf-vision.com

Manny Makkas: We’ve been a family-run business for over four decades, which means we’ve built strong relationships with our clients. Our dedication to top-level workmanship and personalized service has allowed us to become a go-to source for designers seeking custom window treatments. We’re always looking for ways to evolve while staying true to our values. WFV: How do you see Makkas as a legacy business?

WFV: What strategies have you implemented to ensure Makkas Workroom stays competitive in today’s market? MM: In April 2024, we moved into our new facility to significantly increase our capacity, allowing us to serve our customers better as their businesses grow, with the same high standards you can expect from Makkas Workroom. This space allows us to take on a lot of projects, and we are always excited and ready to take on more!

MAKKAS WORKROOM

“ This industry is all about building trust, and the connections you make will be key to growing your business.” —Manny Makkas

WFV: How has your business grown year-over-year? What’s your strategy for the future? MM: We’ve always focused on providing expert craftsmanship and meticulous service, which has been key to our success. Moving into our new space in 2024 was a huge step for us, and we expect that to fuel our growth. We want to continue serving our clients with the same level of excellence while scaling our business. WFV: What marketing tools have been most effective for you? MM: Instagram is a big part of our marketing strategy. Many designers are highly active on the platform, using it as a visual portfolio to showcase their work, and it’s become an essential tool for us to connect with them. It allows us to visually showcase our own work and engage with both current and potential clients. We also just launched a podcast, “In the Workroom with Manny,” where we talk to industry experts about the latest trends and insights. It’s a great way to stay connected with our audience, share valuable knowledge and build a community around our brand. WFV: What’s the best part of your job? MM: The best part is bringing our clients’ visions to life. We’re an essential part of the process for many interior designers, and we love helping them elevate their clients’ spaces. WFV: What’s the most challenging part of your job? MM: Before we moved into our new facility, capacity was the biggest challenge. Now that we have more space, we can handle larger volumes and take on more projects, which makes a big difference. WFV: What’s your favorite window covering trend right now? MM: We’re excited about automation and smart home technology. It’s a game-changer for the industry, and we love helping our clients incorporate those features into their designs.

Makkas fabricated custom draperies with woven shades for a project in Maine.

WFV: Is there any trend you wish would go away? MM: We’d be happy if swags and jabots never made a comeback! But, on the flip side, cafe curtains are back in full force, and we’re all for it. WFV: What’s your best advice for others in the window covering industry? MM: Networking and cultivating relationships are crucial. This industry is all about building trust, and the connections you make will be key to growing your business. WFV: What quality has been essential to your success? MM: Honesty and integrity. Those core values have guided us since the beginning and helped us build a reputation for reliability and trustworthiness. WFV: What’s next for Makkas Workroom in 2025? MM: Our main goal is to continue settling into our new workroom space, build up our podcast and attend industry events like the International Window Coverings Expo to stay on top of trends and network with others in the field. V

Want to hear more insights from Manny? Check out his podcast, “In the Workroom with Manny,” on Spotify or Apple podcasts.

Give your Window Treatments a color-themed refresh. To jumpstart your inspiration, choose one of the 2025 Colors of the Year. That’s why we offer our Custom Palette Program for the Iron Art, Design Art and Wood Art collections. It’s easy - choose the perfect color for your drapery hardware or send us a fabric swatch or paint chip and we’ll match it. Choose your topcoat sheen from glossy, semi-gloss or matte. We’ll send you a strike-off for your approval before it goes into production. All our paint finishes are done by hand and all the components in your order are painted together. Not only can we match your color, we’ll add any of our accent Design Art finishes or highlight your color with gold, silver or bronze.

ORION

ORNAMENTAL IRON, INC.

sales@ironartbyorion.com | www.ironartbyorion.com | 877.476.6278

JANUARY + FEBRUARY 2025 | wf-vision.com

A HEALTHY HOME STARTS AT THE WINDOW

The quest for healthier, greener living is no longer a niche pursuit—it’s become a mainstream necessity

Home isn’t just where the heart is anymore—it’s where sustainability and wellness are taking center stage. As we rethink our living spaces, they’re becoming more than just sanctuaries; they’re becoming reflections of our values. Once thought of as purely decorative, today’s window coverings are stepping up, addressing big issues like energy efficiency, air quality and environmental impact. Designers and manufacturers are reimagining these everyday essentials, turning them into eco-friendly powerhouses that make a real difference. From slashing energy loss to incorporating sustainable materials and cutting-edge automation, the industry is finding new ways to make homes healthier, smarter and more sustainable. We connected with top industry leaders to find out how they’re reshaping the future—one window at a time.

CREDIT: SHERWIN-WILLIAMS

“Sustainability and healthy design strategies are key market drivers in today’s design strategies.” —Jennifer Kavanagh, Somfy Systems

Answering the Call for Sustainable Solutions Consumers today are increasingly seeking products that align with their sustainability goals and contribute to healthier living spaces. This demand has made certifications such as PFAS-free labels and OEKO-TEX Standard 100 more than just industry standards—they are now consumer expectations.

CAROLE FABRICS

“Sustainability and healthy design strategies are key market drivers in today’s design strategies,” said Jennifer Kavanagh of Somfy Systems. “Because of this, there are increasing requirements for construction specifications to include products that meet minimum sustainable and healthy design criteria.” The statistics paint a clear picture: Poorly insulated windows account for up to 30% of a building’s energy loss. By adopting innovative window treatments, homeowners can cut this loss significantly, reducing reliance on heating and cooling systems. “It’s top-of-mind for many, our customers are interested in sustainable window treatment options to meet these demands,” said Sean Martin of Sunbrella. “There is continued opportunity from customers to think about sustainability from sourcing and manufacturing to finished drapery.” Fernando Sanchez of Europatex, a textile manufacturer, agreed, noting the rising demand for sustainability certifications. “Many clients are actively seeking products that align with their own sustainability goals, especially in sectors like hospitality and commercial interiors,” he explained. “We’ve introduced products made partially or fully with natural, non-synthetic materials, as well as recycled synthetics. This ensures a lower environmental impact while maintaining the quality and aesthetic our customers expect.”

HARTMANN&FORBES

The Revolution Starts on the Ground Floor

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Sustainability doesn’t start in the showroom—it begins in the factories and warehouses where every operational decision impacts the environment. Leading manufacturers are taking bold steps to ensure their processes align with eco-conscious values, from reducing transportation emissions to powering facilities with renewable energy.

“By adding a warehouse in Fort Worth, Texas, we’ve reduced transportation distances to central and West Coast customers, cutting down on carbon emissions from logistics,” explained Jennifer LaBollita-Bazon of Rollease Acmeda. “We’ve also expanded our warehouse recycling programs, significantly decreasing landfill waste and promoting more sustainable waste management.” Europatex has also tackled sustainability at the operational level, switching to packaging materials made from recycled content and encouraging customers to recycle. “We’ve expanded package sizes to eliminate excess materials and partnered with GMP-certified manufacturers to ensure environmentally responsible production,” Sanchez shared. Somfy Systems is retooling its manufacturing footprint with sustainability in mind. “Currently, 83% of electricity consumption in our factories comes from renewable energy sources,” said Kavanagh. “In 2023, this shift contributed to a 34% reduction in greenhouse gas emissions. Somfy’s assembly operations do not generate gas, liquid or substance emissions, except for packing waste or manufacturing scrap, which undergo waste separation and value processes. Residents are not affected by any specific noise emissions.” Meanwhile, Sunbrella is making moves toward carbon neutrality. “We’re working toward being 100% powered by certified renewable energy by 2025 and achieving zero Scope one and two emissions by 2030,” added Martin. “Our goal is to integrate sustainability into every layer of our operations.”

Design Meets Responsibility The window treatment industry is at the forefront of blending form, function and sustainability. From energyefficient automation to natural materials, manufacturers are pushing boundaries and redefining expectations. Somfy Systems’ “We Act for a Better Way” initiative exemplifies its commitment to eco-design and sustainability. “Our ‘Act for Green’ products have a reduced environmental impact throughout their life cycle, from raw material sourcing to end-of-life disposal,” explained Kavanagh. “This allows consumers to make sustainable choices without compromising on quality or comfort.”

“Becoming truly sustainable as a company requires a deep dedication, with a thoughtful priority placed on the practice at every level of the organization.” —Sean Martin, Sunbrella

Sol-Lux’s EOS Window Awning combines solar-powered technology with sleek design, eliminating the need for external energy sources while reducing indoor cooling requirements. “Its intelligent operation—driven by builtin motion, temperature and sun sensors—ensures autonomous functionality with zero user interaction,” said LaBollita-Bazon. “Paired with durable, recyclable Sunbrella fabrics, it’s a perfect blend of sustainability and innovation.” Natural and recycled materials are transforming the market. “We’ve partnered with suppliers to use fabrics made from post-consumer recycled polyester, which significantly reduces environmental impact compared to virgin polyester,” said Europatex’s Sanchez. “This choice allows us to offer fabrics that are durable, functional and safer for both the environment and human health.” Sunbrella’s “Recycle My Sunbrella” program has recycled nearly one million pounds of fabric that otherwise would have ended up in landfills. “We’re always looking to improve our current processes to make them more ecofriendly, as well as create new, innovative paths toward sustainability,” said Martin.

Eco-Innovation at Work Real-world projects show the tangible benefits of sustainable window treatments. In residential installations, Somfy’s automated roller shades have reduced HVAC loads by optimizing natural light and insulation. Europatex’s eco-friendly fabrics, including those with OEKO-TEX Standard 100 certification, have seen increased demand in commercial interiors where clients prioritize sustainable options. Rollease Acmeda’s Texstyle fabrics, combined with Automate motorization, showcase how innovation can drive sustainability in both residential and commercial spaces. Automate motorized shades, integrated with their sensors and the Pulse Hub, track the sun’s movement to automatically adjust for optimal light and temperature, reducing reliance on artificial lighting and HVAC systems. These solutions also extend to commercial applications, where Automate shade systems seamlessly integrate with building management systems in hospitals, offices and hotels, optimizing energy efficiency and supporting sustainability certifications like LEED and WELL. Additionally, solarpowered sensors and panels provide renewable energy solutions by trickle-charging battery-operated motors for continuous eco-friendly operation. Carole Fabrics has received positive feedback and encouragement for its PFAS-free fabric lines. “We will continue to expand our assortment of fabrics that contain recycled and natural fibers to meet our clients’ goals,” said Kara Roberts of Carole Fabrics.

Hartmann&Forbes highlights biophilic design with its Grassweave collection, which incorporates renewable fibers that foster a sense of connection to nature. “Designed with durability and heirloom quality, these coverings can be recycled, recrafted or composted,” the company explained. During harvest season, Hartmann&Forbes partners with local farmers near its weaving facilities, further reducing its environmental footprint.

allows us to offer eco-friendly products at a more affordable price point without compromising on quality.” “Sourcing high-quality natural fibers comes with challenges, such as fluctuations in harvest quality and impacts from extreme weather. However, these challenges often present opportunities—they push us to explore new fibers and innovate in how we use materials,” added Hartmann&Forbes. “By adapting to these circumstances, we’ve expanded our range of sustainable resources and enhanced the versatility of our products while staying true to our commitment to sustainability.” Education is another critical barrier. Consumers and designers alike need clarity on certifications and the benefits of sustainable products. “We’ve developed informative resources for our customers, such as guides on certifications like EPDs and AERC energy ratings,” said LaBollita-Bazon. “Our goal is to ensure sustainability is a shared responsibility.”

Future Trends and Innovations

SUNBRELLA

The future of sustainable window treatments is promising. “We’re closely following the rise of plantbased and biodegradable fibers, such as hemp, bamboo and algae-based textiles, which could further reduce the environmental footprint of our products,” said Sanchez. “Additionally, advancements in digital fabric printing, which eliminates the need for water and reduces chemical waste, are transforming the way we create fabrics for window treatments in an eco-friendly manner. We’re optimistic that these innovations will continue to drive sustainability forward in the textile and window fashion industries.”

It Ain’t Easy Being Green Despite progress, the industry faces challenges. Sourcing sustainable raw materials at scale remains a hurdle. “The supply of certain materials, like organic cotton or recycled polyester, can be inconsistent or costly,” said Sanchez. “To address this, we’ve established long-term partnerships with our suppliers. We’ve also started manufacturing in larger volumes, which helps reduce the unit cost of raw sustainable materials and

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Automation continues to drive innovation. “Smart home ecosystems integrating window treatments will allow homeowners to optimize energy use and create healthier environments effortlessly,” predicted Somfy Systems’ Kavanagh. Sunbrella is also expanding its reach with textured fabrics made from recycled fibers. “More than ever, consumers are excited about texture, but for so long, lush textures haven’t been associated with recycled content or performance qualities,” said Martin. “We’ve been able to achieve rich upholstery textures that maintain all the performance qualities customers expect.” As the industry continues to innovate, one thing remains clear: The path to true sustainability is an ongoing journey. “Becoming truly sustainable as a company requires a deep dedication, with a thoughtful priority placed on the practice at every level of the organization,” explained Martin. “Without this, sustainability can become just a buzzword, and it can be easy to slip into complacency.” V

COURTESY OF BLACK&MILK

THE FEEL-GOOD HOME How wellness design is transforming interiors into havens for health and joy

Interior design is evolving to meet the growing demand for healthier, more personalized living environments. Designers are finding creative ways to merge functionality with comfort, making homes not only a haven but a reflection of personal style and well-being.

sustainable materials and energy-efficient technologies play a key role in creating healthier environments. Thoughtful layouts, cozy quiet zones and versatile spaces are helping homeowners design a life that feels as good as it looks.

Biophilic elements, like abundant natural light, lush indoor plants and materials inspired by nature, take center stage. These touches do more than beautify—they create spaces that nurture, soothe and inspire. Whether it’s a splash of greenery or the warmth of natural wood, these elements remind us of our connection to the earth.

Private wellness spaces, like saunas and sensoryfriendly rooms, are another growing trend. Designers are blending spa-like features with personal touches to create serene sanctuaries. Whether it’s a plunge pool surrounded by greenery or a soundproof music room, these spaces are redefining self-care at home.

Holistic approaches now stretch beyond kitchens and bathrooms, extending into home offices, gyms and even meditation nooks. Every corner of the home is crafted with wellness in mind, and inclusivity is a growing focus. Wider doorways, nonslip surfaces and barrier-free layouts ensure spaces are functional and welcoming for everyone.

Mindfulness is becoming a staple of wellness design, with spaces designed for reflection and calm. Paired with smart technologies, like circadian lighting and automated shades, homes are turning into personalized retreats for relaxation and rejuvenation.

Indoor air quality is also a priority. Advanced filtration systems and natural ventilation reduce toxins, while

Wellness design isn’t just about aesthetics—it’s about crafting spaces that enhance life. By blending sustainability and self-care, today’s interiors are setting a new standard for what it means to truly live well. V

Eco-Friendly Materials: Opt for renewable and nontoxic materials, such as bamboo, reclaimed wood and lowVOC finishes. Adding handmade or upcycled accents can further enhance sustainability while bringing unique character to your space. Energy Efficiency: Embrace renewable energy with solar panels and reduce waste by replacing old light bulbs with LEDs. Smart thermostats and dimmer switches can help manage energy usage efficiently and add modern convenience. Water Conservation: Install low-flow faucets, dual-flush toilets and rainwater harvesting systems to minimize water

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COURTESY OF BLACK&MILK

Make your living space even greener

Build the Ultimate Sustainable Home

Smart Design: Maximize natural light and ventilation with passive design strategies, like energy-efficient windows and proper insulation, to reduce heating and cooling needs. Incorporate layouts that make every room feel intentional and bright.

usage. Native landscaping reduces the need for irrigation while adding natural beauty to your surroundings. Wellness-Focused: Biophilic design takes the spotlight with living walls, water features and plenty of indoor plants. These elements not only purify the air but also create calming, restorative environments. Smart Technology: Automate your home with motorized window treatments, lighting systems and energy trackers that optimize efficiency. Smart ecosystems allow your home to adapt to your lifestyle seamlessly. Circular Design: Invest in durable, modular furniture and prioritize recycling and composting. Choosing timeless pieces over fast trends ensures longevity and reduces waste, keeping your home stylish and sustainable. V

2025 STATE OF THE INDUSTRY OUTLOOK What’s driving the window covering industry? We asked the industry and the answers reveal where businesses stand today—and what’s next for 2025

From enduring trends to emerging opportunities, the 2025 outlook offers a snapshot of an industry in motion. This year’s survey uncovers the forces driving growth, the hurdles businesses face and the innovations that will define the future, giving professionals a blueprint for navigating what comes next.

An Industry with Longevity Number of years in business 25+ years

41.7%

10-24 years

24.3%

5-10 years

19.1%

Less than 5 years

14.9%

AN EXPERIENCED GROUP WITH THRIVING BUSINESSES

The hundreds of industry professionals we surveyed represent a wide variety of roles and business types: • More than one-third are interior designers, 20% are retailers and 16% represent workrooms. A smaller number of manufacturers, installers, distributors, architects and fabricators also weighed in. • We heard from highly tenured professionals: 42% have been in business for more than 25 years, and one-quarter have served the industry for one or two decades. • Respondents skewed by both gender (60% female) and age, with 64% aged 50 or older. • There’s also evidence that new talent is entering the scene: 15% are young professionals aged 26 to 30, and another 15% have been in business less than five years. With many baby boomers eyeing retirement, these figures bode well. “We need young people who are interested in buying our businesses and keeping them going,” one participant shared.

Survey Respondent Snapshot

85% own their business

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60%

of respondents were female

30%

were interior designers, followed by 20% retailers and 16% workroom

21%

of respondents have annual revenue of over $1 million

Where are businesses operating from?

45%

39%

Home-based

16%

Storefront

Other SERVING THE FULL SPECTRUM WITH LOTS OF OFFERINGS

Survey participants hail from across the U.S., showcasing the industry’s national strength. The Northeast, Southeast and Midwest each represented about one in five respondents, while the Southwest and West Coast weren’t far behind. A small percentage reported doing business globally.

Most of our respondents serve both the residential and commercial markets, and many offer window covering solutions for indoor and outdoor living spaces. This is not surprising, given the massive investments made in the Great Outdoors post-pandemic.

The vast majority (85%) run their own businesses, and their operations vary widely: About half employ one to five people, while 7% have 20 or more employees. Nearly half are home-based businesses, while 39% have a storefront or showroom, and three in 10 operate multiple locations. Though 60% reported gross revenues of less than $500,000 last year, many represent larger ventures, with nearly 13% earning $1 to $5 million annually and a smaller number achieving revenues exceeding $5 million.

In interior projects, roller shades are the top-selling window coverings for this group, closely followed by cellular shades. Draperies ranked well too, an indicator of their resurgence. As one respondent shared, “We saw a large increase in requests for soft window coverings, and we are getting requests for swags and jabots again!” One out of five sell more than just window coverings for interior spaces, with offerings that range from bedding and linens to slipcovers, cushions, pillows, home decor, furniture, wallcoverings and paint.

AVERAGE INTERIOR PROJECT SIZE BY JOB TYPE

About 65% of surveyors reported an average interior residential project size of $10,000 or less. Meanwhile, commercial jobs run higher, with over 65% coming in over $10,000.

33.7%

31.2%

26.7% 22.9%

15.7%

19.7% 14.8% 8.1%

$5,000 or less Residential

$5,000 to $9,999

$10,000 to $19,999

$20,000 to $29,999

4.9% 5.5% $30,000 to $39,999

7.6%

5.5%

1.3%

1.1%

0.7%

$40,000 to $49,9999

$50,000 to $99,999

Over $100,000

Commercial

TOP 10 Best-Selling Interior Window Covering Products 1. Roller shades 2. Cellular shades 3. Horizontal blinds 4. Draperies and side panels 5. Shutters 6. Zebra shades 7. Natural shades/woven woods 8. Fabric roman shades 9. Vertical blinds 10. Other

Most Common Exterior Offering % who sell these solutions Solar screens Awnings Pergolas

75% 40.2% 15.2%

For exterior work, solar screens are both the best seller and the outdoor product offered by most professionals (75%). For the smaller number who offer awnings and pergolas, those solutions are strong sellers too. About one out of seven carry additional outdoor products, including zip blinds, motorized louvered roof systems, a variety of shutter types, furniture, and statuary and garden ornaments. As a group, these professionals work with a wide range of brands, though a few stood out as top sellers: Both Hunter Douglas and Somfy Systems are sold or specified by more than 40% of respondents, and about one-third or more work with brands like Kirsch, ALTA, Graber, Forest Drapery Hardware, Horizon Window Fashions and Carole Fabrics.

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Our survey uncovered a noticeable difference between interior residential and interior commercial work in terms of project size and number of annual projects. About one-third of indoor residential projects cost less than $5,000, another one-third average $5,000 to $9,999 and very few exceed $30,000. Commercial indoor jobs run higher, with over 40% coming in between $10,000 and $29,999 and 13% totaling between $30,000 and $49,999. Some even top six figures. Window covering professionals tend to complete more interior projects versus exterior projects in a given year. One out of five respondents completed 100-plus residential jobs last year and a similar number took on 50 to 100 such projects. In contrast, nearly half handled fewer than 10 commercial projects in 2024, while 17% completed 10 to 20 commercial jobs and only a small number logged more than 75 of these projects. After several years of supply chain woes that delayed window covering jobs, it was encouraging to see that project timelines accelerated last year for 62% of professionals. From consultation to completion, the vast majority cited average timelines of two to four weeks or six to eight weeks, with very few requiring 12 weeks to complete a project.

INTERIOR PROFIT MARGINS RESIDENTIAL VS. COMMERCIAL

Residential interior profit margins are notably stronger, with 36.5% of businesses reporting margins over 40%, compared to only 20.4% in the commercial sector.

36.5% 29.1% 24.3% 18.6%

23.2%

20.3%

21%

20.4%

5.2% 1.4% Less than 10%

Residential

10% to 20%

21% to 30%

31% to 40%

Over 40%

Commercial

RISING COSTS AND COMPETITION WEIGH HEAVY Many of our respondents were coming off a challenging year, as one-third saw revenues decline in 2024, and one out of five reported that business was flat. For those who experienced growth, it was modest at best: nearly 20% saw revenue increases of just 1% to 4%, and only 11.5% enjoyed growth of 20% or more. It was also a mixed picture for profit margins on interior projects in 2024, with some variances across project types. Commercial indoor window covering projects generally skewed more profitable, with one out of five respondents achieving margins over 40%, a similar number averaging 30% to 40% and very few seeing margins below 10%. On residential jobs, there’s a bit of a dichotomy, as about one in five achieved margins of just 10% to 20%, while more than one-third reported figures of more than 40%. Though various factors impacted revenue growth and profitability, high inflation clearly had a significant doublewhammy effect: greatly increasing labor, material and shipping costs while eroding consumer discretionary income and business budgets. Two-thirds cited rising material costs as their greatest challenge—which spurred 84% to raise their prices—and 40% view economic uncertainty as a major obstacle. Competition weighs heavy too, and it’s heating up along multiple fronts, with many describing it as “fierce.” A large number cited “other dealers” as the biggest threat, but bigbox retailers, home improvement stores, national franchises and online-only sellers were also vying aggressively for market share. Cross-border businesses like real estate companies and home automation integrators were intercepting potential clients. Additionally, some designers and retailers were competing against what they call “Chuck in the truck”—an individual with no overhead and little or no expertise in window coverings.

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This saturated market created all-out price wars. “New entrants may undercut established businesses by offering similar-quality products at a much lower price, forcing existing companies to match the price and sacrifice profit or risk losing customers,” according to one respondent. Raw material price fluctuations and high labor costs added to the problem, making it difficult to stay price-competitive while maintaining product quality.

47%

of respondents said that sticker shock is the biggest sales hurdle when selling to consumers

Along with cost and competitive pressures, there remained the age-old problem of sticker shock, which nearly half cited as the greatest obstacle in selling to consumers. Many don’t appreciate the value of custom window coverings, so they’re unprepared for the cost. As one respondent remarked, “They simply have no concept of what the things they see on HGTV actually cost.” Inconsistent quality was another big pain point for today’s window covering professionals, with many noting a decline in material and workmanship quality, which ultimately reduces client satisfaction. As one participant shared, “Remake requests due to defects were at an all-time high the past couple of years.” Though supply chain issues have lessened considerably since the height of the pandemic, one out of five still found these disruptions to be an obstacle, and labor shortages remain edan impediment for about one-third of industry professionals.

2025 PROJECTIONS Such challenges notwithstanding, there are many reasons to feel optimistic about the industry outlook for the next 12 months. In fact, 62% described themselves as optimistic about their future prospects, especially compared to last year. It’s encouraging that fewer professionals are forecasting revenue declines and 60% expect business to be up year-over-year. Nearly one out of five anticipate revenue growth of 10% to 19%, and a small number believe sales will increase 20% or more in 2025. One respondent quipped, “The future is so bright, it needs shades—or, better yet, drapery!” For those who view the glass half full, one of the chief reasons is the explosion in home automation. More than half predict consumer awareness of smart home features will drive revenue this year. As one professional pointed out, intelligent home features don’t just improve convenience and functionality, they also set new standards and expectations for window treatments, and that can help boost sales. Yet, integrating smart shading solutions into a home automation system takes highly skilled installers, which are currently in short supply.

Up 30% or more

4.5%

Up 20% to 29%

Down more than 10%

15%

Up 10% to 19%

10%

Down 1% to 10%

16%

Up 5% to 9%

11.46%

Flat

Up 1% to 4%

18%

20%

2024 REVENUE VS. 2023

2024 was a challenging year for some survey takers, with 31% reporting a decline in revenue in 2024 versus their revenue in 2023.

“The future is so bright, it needs shades—or, better yet, drapery!”

• As energy conservation takes center stage amid the effects of climate change and rising utility bills, about one-third forecast that increased demand for energy-efficient window coverings will aid their business this year.

Beyond the big push toward intelligent homes, industry professionals see other reasons to feel good about 2025: • Four out of 10 believe the availability of new product offerings will spur sales, and about one-third expect to achieve growth by expanding into new markets.

84%

• The impact of a younger generation purchasing homes and baby boomers downsizing and redecorating their new properties is also expected to fuel industry growth in 2025. • Demand for personalization remains strong, drawing consumers who want to customize the style, color, fabric and size of their window coverings to express their individuality and achieve a truly unique look. As one respondent remarked, “Window treatments are always going to be the crowning jewel of a room.”

of surveyors had to raise their costs in 2024, with higher material and labor costs being the main drivers for the increase

• Some believe government policy could benefit the industry this year, especially if the Federal Reserve cuts interest rates further (spurring more housing starts and sales) and lawmakers provide financial incentives that encourage domestic manufacturing.

2024 ESTIMATED GROSS REVENUE

Most businesses expect 2024 revenues to fall under $1 million, with 62.6% in this range, including 25.5% projecting $100,000 to $249,000. Over $5 million $2,500,000 to $4,999,999 $1,000,000 to $2,499,999 $500,000 to $1 million $250,000 to $499,999

7.9% 4.8% 7.9% 19.7% 16.9%

$100,000 to $249,000 Under $100,000

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25.5% 17.2%

2025 REVENUE OUTLOOK Overall, survey takers expect revenue to increase in 2025, with 60% of respondents predicting profits will grow this coming year. Down more than 10%

Down 1% to 10%

9.8%

Flat

20.9%

Up 1% to 4

16.4%

Up 5% to 9

17.8%

Up 10% to 19 Up 20% to 29% Up 30% or more

18.5% 2.8% 4.9%

Despite these positives, some respondents foresee difficult conditions in 2025. They fear new tariffs that could raise material costs, the potential for persistent inflation and the possibility that post-COVID pent-up demand for home upgrades has plateaued. Some expect a fractured market will make it difficult for consumers to distinguish between various levels of product quality, posing challenges for those selling top-tier solutions. Others believe labor shortages will continue to plague the industry, with few younger workers interested in learning the trade and skilled installers and fabricators tough to find. A few even feel changing safety regulations will inhibit sales, as they reduce the available options for blinds. Some respondents believe single-channel, physical store-only sellers could struggle due to their limited reach, especially in a competitive market where innovators are taking bold steps to boost business. And while technological advancements yield high-performing products, it takes major investments in production facilities and constant education to keep up, which can prove financially burdensome and could even lead to industry consolidation.But by and large, most window covering industry professionals see more positives than negatives ahead, with lots of enthusiasm entering a new year. “It is a very exciting time with all of the innovations and the technology that is changing as quickly as we can keep up!” one respondent noted. And, as another summed up, “By staying adaptable and focusing on delivering exceptional service, I’m confident my business will thrive in the year ahead.” V

Motorization Proves a DoubleEdged Sword Automation is permeating every aspect of our lives, including how we operate various systems within our homes. So, it’s no surprise that motorized window coverings are starting to take off, especially as consumers seek new ways to improve convenience, energy efficiency and security while away from home To capitalize on this trend, nearly nine out of 10 survey respondents offer motorized window shading solutions. Yet, these products still represent a small percentage of their revenue, signaling a big growth opportunity. For about onethird of professionals, motorized products account for less than 10% of sales, and for one-quarter these solutions only total 10% to 20% of sales. Nearly half sell batterypowered motorized products, with fewer offering hard-wired solutions or remote-controlled window treatments. While motorization has been touted as a major growth driver for the industry, our survey uncovered a more nuanced picture. Some professionals find these solutions difficult to sell (in part due to the high price tag), while others report that persistent reliability issues are generating a high rate of callbacks and repairs. One even shared that programming and troubleshooting details are hard to find, creating challenges for manufacturers and their clients. It will be interesting to see how the industry removes the roadblocks to driving high adoption of motorized shading solutions.

88%

of surveyors sell motorized products

2025 Shows Its True Colors Say farewell to stark millennial gray and white and welcome the warm, rich shades that will saturate our homes this year

For the first time in more than two decades, a shade of brown will take center stage as the Pantone Color of the Year. Pantone has crowned 17-1230 Mocha Mousse, a rich and evocative brown, as its standout hue for 2025. A soft brown that combines warmth and subtle richness, Mocha Mousse evokes the comforting, mouthwatering flavors of cacao, chocolate and coffee. Its earthy undertones nurture and soothe, aligning perfectly with the growing desire for comfort and stability in a fast-paced world. As we seek spaces offering refuge from outside chaos, Mocha Mousse delivers a tactile, inviting shade that promotes balance and serenity. “Underpinned by our desire for everyday pleasures, Mocha Mousse expresses a level of thoughtful indulgence,” said Leatrice Eiseman, executive director of the Pantone Color Institute. “Sophisticated and

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lush, yet at the same time an unpretentious classic, Mocha Mousse extends our perceptions of browns from being humble and grounded to embracing the aspirational and luxe.” Much more than just a neutral, Mocha Mousse offers a sense of grounding and emotional retreat, encouraging a deeper connection with our surroundings. Its balance between earthy tones and richer browns adds depth to any interior while maintaining a calming, refined atmosphere. Whether paired with luxurious accents or used as a backdrop for natural textures like wood and stone, Mocha Mousse creates a harmonious, tranquil space.

Cinnamon Slate 2113-40 by Benjamin Moore Heathered plum and velvety brown meet in Benjamin Moore’s Cinnamon Slate, a shade designed to create calm, welcoming interiors. Whether in a hallway or a cozy living room, its nuanced tones lend warmth and familiarity, transforming spaces into peaceful retreats. This versatile hue balances saturated color with subtle elegance, making it a stylish choice for years to come. “Cinnamon Slate is an inviting hue that offers enduring style and modern sensibility,” said Andrea Magno, director of color marketing and design at Benjamin Moore. Its depth and richness resonate throughout the home, offering both comfort and sophistication.

Rumors MQ1-15 by Behr The whispers are true: this moody red hue is ready for its close-up in 2025. “We’re seeing people embrace color like never before,” said Erika Woelfel, vice president of color and creative services at Behr Paint Company. “Rumors is a modern take on timeless red, creating an energetic appeal to make a lasting statement in a stunning way.” This lush, rich red will add instant drama to anything from a front door to a color-drenched dining room, making it the perfect choice for creating a striking focal point. Behr’s Rumors will put to rest any notion that you have boring taste.

Purple Basil PPG1046-7 by Glidden Live inside a jewel box with Glidden’s Purple Basil, a rich, transformative shade that exudes boldness. This high-impact hue encourages homeowners to embrace vibrant color and break free from neutral monotony. Whether used on a statement wall or an entire room, it delivers a sophisticated punch. “So many people start their color selection journey looking at bold hues but ultimately settle for more expected tones,” said Ashley McCollum, Glidden PPG color expert. “For 2025, it’s time to let go of hesitation and embrace color without restraint.”

Encore 8002-45G by Valspar For those seeking tranquility, Valspar’s Encore offers a serene yet bold take on blue. This shade balances introspection and energy, anchoring any space while promoting peace and restoration. It’s the perfect choice for creating a calm yet dynamic environment that evolves with your life. “With everyday stress reaching a crescendo, Encore allows us to reclaim our imaginations and embrace a more joyful version of adulthood,” said Sue Kim, Valspar’s color expert. “Whether you're seeking calm or creative energy, this hue brings both in equal measure.” Color Capsule of the Year by Sherwin-Williams For its 15th Color of the Year anniversary, Sherwin-Williams unveils its first-ever Color Capsule of the Year—a palette of timeless favorites, designer picks, and cutting-edge shades. Sue Wadden, director of color marketing at Sherwin-Williams, explained, “Together—as a complete palette or through expertly picked pairings—the capsule’s alchemy creates something to be treasured.” From Grounded SW 6089, a warm brown, to bold tones like Chartreuse SW 0073, this collection spans a spectrum of moods and styles. V

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Our industry-specific SaaS is revolutionizing the window covering industry with feature-rich, easy to use business software that takes care of every aspect of your operations—whether you’re in retail, wholesale, or manufacturing.

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Accent

S O F T W A R E

MOTORIZED EXTERIOR

SHADES The Templar Screens Experience: Quick 3-Day Lead Times. Endless Customization Options. Comprehensive Customer Service. Meticulous Engineering and Premium Materials. Photo courtesy of KJ Custom Screens.

JANUARY + FEBRUARY 2025 | wf-vision.com

LEARN MORE Scan the QR code for next steps and a free sample of our product:

Registration Now Open

Don’t miss the must-see window covering show of the year! Get ready for the ultimate three-day event at the International Window Coverings Expo (IWCE), happening April 14–16, 2025, on the sunny shores of West Palm Beach, Florida. Connect with thousands of industry professionals at the world’s premier educational conference and trade show, where innovation meets opportunity. This exclusive event is packed with opportunities to grow your business. Discover innovative products, dive into the latest window automation technologies and master best practices to accelerate your success. Attendees can even earn certifications in Design, Workroom, Motorization, Installation and more. From groundbreaking exhibits to unforgettable special events—like walking the red carpet at The Grace Awards—IWCE 2025 promises to inspire and elevate your expertise. Check out the next few pages for a sneak peek at what’s in store! SCAN TO REGISTER TODAY!

JANUARY + FEBRUARY 2025 | wf-vision.com

PRODUCT PREVIEW

Discover groundbreaking designs and cutting-edge solutions debuting this April in West Palm Beach. Here’s a glimpse at what awaits you at IWCE. HELSER BROTHERS Showroom Sales Kit Booth #901 Inspired by the aesthetics of luxury bags and designed for functionality, Helser Brothers’ new Showroom Sales Kit serves as both an elegant showroom display and a portable sales tool for client visits. The kit features a durable leather cover, an enclosed structure with magnetic clasps and a sturdy handle—rigorously tested to withstand extreme conditions, including the heat of the Arizona desert. It comes complete with a modular Helser Brothers catalog and a leather cleaning kit, ensuring longevity and practicality. Perfectly blending style and utility, this kit elevates the sales experience for professionals. HelserBrothers.com

NEW PRODUCT

SOMFY SYSTEMS Top-Down Bottom-Up 45 WireFree Zigbee Booth #301 Somfy’s TDBU 45 WireFree motor paired with the Ysia TDBU remote offers a sleek, user-friendly solution for top-down, bottom-up window coverings. This innovative system features a discreet lithium-ion battery and Zigbee 3.0 technology, ensuring effortless installation and seamless integration with TaHoma® pro and other smart home platforms. The Ysia TDBU remote, exclusive to the shading market, allows for intuitive control of each function, delivering a superior experience in both functionality and design. SomfySystems.com

NEXHIEBIWTOR NEW PRODUCT

MATIC M2 Laser Awning Cutting Table Booth #239 The M2 Laser Cutting Machine for Awning Fabrics brings precision and efficiency to awning production with its advanced laser-cutting technology and CNC functions. Designed for versatility, it can cut intricate designs, including letters, logos and various valance shapes, all integrated within a single panel. This machine is compatible with acrylic and polyester awning fabrics and features a 15-inch touch screen control panel equipped with powerful optimization software to ensure precise measurements by accounting for the actual fabric width. Additional features include automatic material feeding, a fume vacuum system for a cleaner workspace and remote maintenance capabilities for troubleshooting. MaticMachines.com

NEW PRODUCT WINDOW MODES Blindspace Booth #104 The Blindspace concealment systems by Window Modes seamlessly integrate roller shades and drapery tracks into modern architectural designs, creating hidden spaces within walls or ceilings for a sleek, clutter-free aesthetic. The future-proof S Series can be preinstalled during construction, while custom C solutions are tailored for large-scale projects, including gable and skylight shades. The TrackTrim line recesses drapery tracks flush with ceilings, offering compatibility with Lutron, Crestron and Somfy systems to achieve a minimalist, modern look. WindowModes.com

NEXHIEBIWTOR 47

ELEMENTS SHADES BY ROWLEY Elements ECHO Roller Shade Collection Booth #519 The ECHO Roller Shade Collection by Elements Shades delivers a sophisticated fusion of style and performance. Assembled in Dallas, Texas, this curated collection offers both light-filtering and room-darkening fabrics, making it ideal for a variety of applications. Featuring elevated color palettes, modern textures and refined patterns, ECHO empowers window treatment professionals to create shades that balance design and functionality seamlessly. ElementsShadeCollection.com

NEW PRODUCT

ROWLEY NEW R-TEC Automation Shade Motors Booth #509 Experience advanced motorization with Rowley’s new R-TEC Automation Shade Motors. Equipped with innovative lithium-ion battery motors, this system offers cutting-edge radio communication, extended performance and a sleek design. Perfect for residential and commercial spaces, these motors integrate effortlessly with the Bond Home App, Bond Bridge Pro Hub and a range of remote-control options. RowleyCompany.com

FOREST DRAPERY HARDWARE Motor Technology 2.0 for Decorative Rods Booth #109 Forest Drapery Hardware’s Motor Technology 2.0 redefines functionality and design for motorized decorative rods. By integrating the motor pulley recess directly into the profiles, this innovation eliminates the need for side-mounted pulleys, reducing material usage and improving cost efficiency. The result is a sleek, seamless aesthetic that prioritizes both form and function. ForestDH.com

NEW PRODUCT

JANUARY + FEBRUARY 2025 | wf-vision.com

NEW PRODUCT

STARTEXTILE INDUSTRIAL LIMITED Roller Blind Fabric & Sheer Drapery Booth #1053 Startextile Industrial Limited offers an impressive selection of over 250 SKUs of roller shade fabrics and 400 SKUs of drapery fabrics, all with no minimum order quantity. Supporting clients in the hospitality and home decor industries, it provides a full suite of services, including sample book design, swatch card production and product development. Each year, the company develops more than 350 unique fabrics tailored to client needs. StartexIndustrial.com

LOTUS & WINDOWARE Light Gray Blinds Booth #850 Lotus & Windoware’s 2" faux wood blinds are engineered for durability and smooth operation. Featuring a unique PVC headrail with memory flexibility technology, these blinds are built to endure regular use. The specially designed hollow bottom rail ensures effortless operation while keeping the slats perfectly aligned. LotusBlind.com

NEW PRODUCT

DRAPER AT HOME FlexStyle Uplift Cassette Booth #101 The FlexStyle Uplift Cassette by Draper at Home offers a luxurious, child-safe manual shade solution with no hanging cords or chains. Its smooth, cordless operation allows for effortless retraction with a simple upward touch at the bottom of the hem bar. Designed for convenience, the mounting brackets install easily with just a single screw each. The cassette can be customized with fabric wrapping or painted finishes, including Taupe, Grey, Black, White, or Warm White and features sleek aluminum endcaps for a polished look. DraperAtHome.com

NEW PRODUCT

NEXHIEBIWTOR

RADIANT BLINDS Lumina Shutters Booth #1109 Lumina Shutters by Radiant Blinds are the world’s first light-producing shutters, merging adjustable LED lighting with sophisticated design. Featuring an innovative three-layer louver system, these shutters deliver complete privacy, ambient lighting and superior durability. Brightness can be adjusted effortlessly via touch controls or integrated into smart home systems. RadiantBlinds.com

SUNFREE MOTOR Blinds Motor Booth #1035 SUNfree Motor specializes in the development and production of innovative motorized solutions for blinds and shades. Its product line includes rechargeable battery motors, tubular motors and unique no-drill blinds with easy-fix motors. SUNfree also offers motorized systems for cellular shades, day and night shades, curtains and draperies, as well as a full range of AC motors with advanced control systems and accessories. SunfreeBlinds.com

NEW PRODUCT

NEW PRODUCT INSOLROLL Oasis Solar-Powered Patio Shades Booth #621 Insolroll introduces its new Oasis Solar-Powered Patio Shades, revolutionizing outdoor shading with a powerful rechargeable battery concealed within the headbox. These motorized exterior shades eliminate the need for wiring, visible power cords or an electrician, offering a hassle-free solution for outdoor living spaces. Insolroll.com

PHIFER INCORPORATED SheerWeave Style 5000 Fabrics Booth #615 Phifer’s new SheerWeave Style 5000 Fabrics bring warmth and sophistication to both public and personal spaces with 10 fresh colorways. Embracing the trend toward warmer palettes, the collection features creamy off-whites, neutral tans and rich browns, offering depth and comfort. Inspired by the interplay of color and texture found in nature, these light-diffusing fabrics combine intricate weaves with durability and privacy. Phifer.com

NEW PRODUCT

Artisan Atelier Schedule

Join us at Workroom Central for hands-on demos and creative connections! Tuesday, April 15, 2025 Time

Speaker

Class

Location

Presentation Type

9:00 - 9:30

Judi Turner............................Alternative Ripplefold Runway ................................................................................................Eyes & Ears Presentation........ 30-Minute PowerPoint

9:30 - 11:00

Linda Tully..............................Bells, Jabots and Cascades.....................................................................................................Workroom Table........................ 1.5-Hour Workroom Table

10:30 - 11:30 Donna Scott Johnson ........Embroidery as Art: Beyond the Hoop.................................................................................... Eyes & Ears Presentation....... 1-Hour PowerPoint 11:30 - 12:00 Anna Davis ...........................Shade Savvy Series - Part 1: Learning the Bon System for Roman Shades................Hands-on Demo....................... 30-Minute Hands-on Demo 12:00 - 12:30 Sandra VanSickle ................Shade Savvy Series - Part 2: Simplify the Complexity of Roman Shade Systems.....Eyes & Ears Presentation........ 30-Minute PowerPoint 12:30 - 1:30

Sharon Gregory ...................Shade Savvy Series - Part 3: Forest RBS System...............................................................Hands-on Demo....................... 1-Hour Hands-on Demo Moderator: Ronica VanGelder

1:30 - 2:30

Panelists: Linda Tully ..........Navigating the Social Media Landscape: DIY vs. Freelance Solutions..........................Panel Discussion....................... 1-Hour Panel Discussion & Patricia Hash

2:30 - 3:00

Linda Tully..............................How to Have Fun with Your Social Media.............................................................................Eyes & Ears Presentation........ 30-Minute PowerPoint

3:00 - 4:30

Sandra VanSickle.................Pattern Drafting the Empire Valance......................................................................................Workroom Table........................ 1.5-Hour Workroom Table

4:00 - 5:00

Julia Hash..............................Shade Savvy Series - Part 4: Coulisse Cordless Spring System....................................Hands-on Demo....................... 1-Hour Hands-on Demo

Wednesday, April 16, 2025 Time

Speaker

Class

Location

Presentation Type

9:00 - 9:30

Sammi Day............................Specifying Drapery Hardware with a Dash of Motorization.............................................Eyes & Ears Presentation........ 30-Minute PowerPoint

9:30 - 10:30 Donna Cash .........................Shade Savvy Series - Part 5: R-Tech Basics Motorization System................................Hands-on Demo....................... 1-Hour Hands-on Demo 10:30 - 11:30 Carol Dykhouse....................Work Smarter, Not Harder: Increasing Productivity Through Efficiency........................Eyes & Ears Presentation........ 1-Hour PowerPoint & Jane Secord 11:30 - 12:30 Linda Tully..............................How to Dress a Swag.................................................................................................................Hands-on Demo....................... 1-Hour Hands-on Demo 12:30 - 1:00

Patricia Hash.........................Ad Savvy: Understanding the Layers of Paid Social Media..............................................Eyes & Ears Presentation........ 30-Minute PowerPoint

1:00 - 2:00

Deb Barrett ...........................Secrets of the Bespoke Window: The Art and Science of Manipulating Fabric..........Workroom Table........................ 1-Hour workroom Table & Sandra VanSickle

2:00 - 3:00

Kristen Vince ........................Shade Savvy Series - Part 6: Coulisse Twin Pull System..................................................Hands-on Demo....................... 1-Hour Hands-on Demo

3:00 - 4:00

Nina Zhelev...........................The Workroom Oopsies and How to Avoid Them...............................................................Eyes & Ears Presentation........ 1-Hour PowerPoint

Learn more at IWCE-VISION.com/workroom-central-schedule 50

JANUARY + FEBRUARY 2025 | wf-vision.com

Seminars at a Glance Monday, April 14, 2025

9:00 am - 12:00 pm................... SUPERSESSION: Financial Goals: From Modeling to KPI.......................................... Michele Williams 9:00 am - 10:15 am........................Textile Tech Support.............................................................................................................. Deb Barrett 9:00 am - 10:15 am........................Window Treatments Demystified: What Every Designer Needs to Know....................... Vita Vygovska 9:00 am - 10:15 am........................Clicks That Count: Proven Strategies for Google Ads Success....................................... Katie Creekmore 9:00 am - 10:15 am........................Proven Workroom Tips & Techniques.................................................................................. Ann Johnson 10:30 am - 11:45 am.......................Solutions for Intimidating Projects: The Project of My Career ........................................ Donna Skufis 10:30 am - 11:45 am.......................Welcome to the No S**t Sherlock School of Strong Sales Sleuthing.............................. Kathy Cragg Pace 10:30 am - 11:45 am.......................Upholstered Walls: Redefining Luxury in Design............................................................... Will Linn 10:30 am - 11:45 am.......................Leveraging Your Social Media Through Visual Storytelling.............................................. Katy Enyeart 12 pm - 1:15 pm..............................KEYNOTE LUNCHEON: Discover the Secrets to Scaling with Confidence................ Madeleine MacRae 1:30 pm - 2:45 pm..........................Window Treatment Trends.................................................................................................... Vita Vygovska 1:30 pm - 2:45 pm..........................Conquer Difficult Windows: Design Through Fabrication................................................. Donna Skufis 1:30 pm - 2:45 pm..........................Optimize Organic Lead Generation: SEO Trends & Proven Strategies for Designers & Retailers............................................... Katie Creekmore 1:30 pm - 2:45 pm..........................Introduction to Motorization................................................................................................. John MacKenzie 3:00 pm - 4:15 pm..........................Close a Sale or Open a Relationship for Life...................................................................... Kathy Cragg Pace 3:00 pm - 4:15 pm..........................Future Views: Design Trends for 2025 & Beyond.............................................................. Deb Barrett 3:00 pm - 4:15 pm..........................Understanding Company Overhead.................................................................................... Michele Williams 3:00 pm - 4:15 pm..........................Time Wasters, Crutches & Myths......................................................................................... Ann Johnson 5:30 pm - 8:00 pm.........................Palm Paradise Welcome Party

Tuesday, April 15, 2025 9:00 am - 12:00 pm................... SUPERSESSION: From Likes to Loyalty: Mastering the Art of Social Media Conversations.................................................... Katy Enyeart & Katie Creekmore 9:00 am - 12:00 pm................... SUPERSESSION: Mastering Soft Treatments: Measurements & Installations......... Roger Magalhaes 9:00 am - 10:15 am........................Nuts & Bolts of Pricing........................................................................................................... Michele Williams 9:00 am - 10:15 am........................Smart Solutions: Harnessing AI in the Custom Window Treatment World...................... Deb Barrett 9:00 am - 10:15 am........................Reviewing the Latest Advancements in Motorized Window Coverings.......................... O’D McKewan 9:00 am - 10:15 am........................Sell Transformations Not Window Treatments & You’ll Thrive in Design Sales.............. Kathy Cragg Pace 10:30 am - 11:45 am.......................Introduction to Commercial Shading................................................................................... John MacKenzie 10:30 am - 11:45 am.......................Pattern Drafting for the Modern Workroom........................................................................ Ann Johnson 10:30 am - 11:45 am.......................Delivering the Luxury Custom Window Covering Experience 2.0.................................... Deb Barrett 10:30 am - 11:45 am.......................Five Secrets to Make More Money from Leads You Already Have.................................. Madeleine MacRae 11:00 am - 12:15 pm.......................Panel: Motorization: Insights from Leading Manufacturers & Motorization Experts...... O’D McKewan 1:00 pm - 2:00 pm..........................Redefining Creativity in Design: Insights from Coulisse’s Creative Director................... Catharina Idema 1:00 pm - 2:30 pm..........................SOSS: Secrets to Soft Success, Sponsored by Horizon Window Fashions.................... Darlene Bruns 2:00 pm - 3:00 pm.........................AI, Thread & Matter Panel Discussion 5:30 pm - 7:00 pm.........................The 2025 Grace Awards ...................................................................................................... Grace McNamara & David Santiago

Wednesday, April 16, 2025 9:00 am - 12:00 pm................... SUPERSESSION: Mastering Motorization.................................................................O’D McKewan 9:00 am - 10:15 am........................Secrets of the Bespoke Window: The Art & Science of Manipulating Fabric................. Deb Barrett/Sandra VanSickle 9:00 am - 10:15 am........................Winning the Race to Wealth.................................................................................................. Vince Nigara 9:00 am - 10:15 am........................Knowing Your Audience: Why Getting Personal with Your Email Marketing Matters.... Carson Carby 9:00 am - 10:15 am........................Installers Toolbox: Mastering Efficiency & Customer Satisfaction................................... Roger Magalhaes 10:30 am - 11:45 am.......................How to Achieve 7-Figure Success: Hear It from Your Peers............................................ Madeleine MacRae 10:30 am - 11:45 am.......................Building a Comprehensive Digital Marketing Plan to Knock Out the Competition......... Carson Carby 10:30 am - 11:45 am.......................Panel: Workrooms on the Rise Part 2: Expansion & Growth............................................. Sandra VanSickle/Moderator 10:30 am - 11:45 am.......................Runway Home Design........................................................................................................... David Santiago 1:00 pm - 2:00 pm..........................Cool & in Control: AERC Ratings for Automation................................................................ David Cross/Steph Harvey 1:30 pm - 2:45 pm..........................IWCE 2025 Best in Show & Mini Show Floor Tour.............................................................. David Santiago 1:30 pm - 2:30 pm..........................The Perfect Fit: Choosing the Right Window Treatments for Function and Style: Sponsored by Graber................................................................... Stacy Witecha & Allie Olson

SPECIAL EVENTS

From award galas to Best in Show tours, IWCE 2025 offers a host of exciting events you won’t want to miss. Be sure to check them out! MONDAY, APRIL 14, 2025 KEYNOTE LUNCHEON 12:00 PM – 1:15 PM Discover the Secret to Scaling with Confidence Madeleine MacRae, CEO and Co-founder, Legacy Leadership Institute If you find your business caught in a cycle of small gains and losses, and you’re stuck on a growth plateau, you’re not alone. Many businesses struggle to break out of this cycle and reach their full potential. Join growth expert Madeleine for an exclusive luncheon keynote where you will discover the secrets to scaling your business with confidence and achieving the breakthrough you’ve been waiting for. Madeleine will unveil the precise strategies you need to drive consistent, predictable growth. Registration required. PALM PARADISE WELCOME PARTY 5:30 PM – 8:00 PM Don your favorite tropical attire to kick off the inaugural night of IWCE with our vibrant annual welcome party! Immerse yourself in an evening of networking with industry peers while savoring delectable cuisine and expertly crafted celebratory cocktails. Revel in the festive atmosphere with live music, exciting giveaways and so much more! Dress Code: Resort Casual An exhibitor badge or a ticket is required.

TUESDAY, APRIL 15, 2025 ARTISAN ATELIER – FORMERLY WORKROOM CENTRAL 9:00 AM – 5:00 PM & APRIL 16 9:00 AM – 4:00 PM Located in the middle of the Expo Hall, designers, fabricators, installers and upholsters gravitate toward the booth to be inspired by the creative aspects, gain valuable information from instructional presentations and learn new skills during hands-on demonstrations. This is also where beautiful fabrics, trims, hardware and supplies our vendors generously donate are brought to life by the artisans and showcased in their final form. Over the years, due to the visual and interactive aspects of the booth, it has become a gathering place to meet new friends, reminisce with old ones and share our knowledge and vision of what’s to come. Free to participate.

JANUARY + FEBRUARY 2025 | wf-vision.com

WCMA PRODUCT INNOVATION AWARDS 5:30 PM The Window Coverings Manufacturers Association presents its prestigious Product Innovations Awards. Learn what products you should be selling in 2025. Free to participate. 2025 GRACE AWARDS GALA 5:30 PM – 7:00 PM Mark your calendars for an unforgettable evening at the pinnacle event of our industry—the Oscars of window covering design and craftsmanship! Celebrate the triumphs of the 2025 award recipients at our elegant annual awards ceremony. Marvel at the exemplary projects that have set new standards and ignite your creativity with fresh ideas. Enjoy an open bar and delectable hors d’oeuvres served throughout the night. Don’t miss out— tickets are limited and sold separately at Grace-Awards.com. Dress Code: Cocktail Attire

IWCE 2025 BEST IN SHOW WITH MINI SHOW FLOOR TOUR 1:30 PM – 2:45 PM David Santiago, Owner and Designer, Casa Santi Interior Design At IWCE, there’s a lot to see. Our design expert will curate a list of mustsee vendors for design inspiration. We will highlight some of the most innovative companies and products that can help you stand out from your competitors. Don't miss out on expert advice from designer and industry ambassador David Santiago. Registration is required.

POST-SHOW EVENTS EXCITING WINDOWS 21TH ANNUAL CONFERENCE April 16-18, 2025 If you want more leads, to hire a decorator or smooth internal operations, stop by Booth #751 at IWCE. Then, attend the Exciting Windows 21th Annual Conference. Better systems lead to better opportunities! Starts on Wednesday, April 16. Registration is required.

Local Guide: Discover the Palm Beaches

Experience West Palm Beach, a lively area filled with palm trees, offering a wealth of nightlife and entertainment. Downtown’s free cart service makes exploration easy. Don’t miss Clematis Street’s cafes, murals, and bars and check out IWCE’s top 10 recommended activities. 7. CITY CELLAR WINE BAR & GRILL Dine out at this American-themed restaurant offering a wide variety of dishes, including steaks, chops, seafood and pasta. The cuisine is enhanced by a 10,000-bottle wine collection prominently displayed at the heart of this trendy urban eatery. City Cellar provides both indoor and outdoor dining options and is suitable for hosting business dinners. 700 S. Rosemary Ave., West Palm Beach, FL 33401

2. GALLEY-HILTON WEST PALM BEACH Galley, nestled in the Hilton West Palm Beach, serves top-quality meats and fresh ingredients. Enjoy specialty dishes and unique takes on classics with international flair, either on the green patio with a firepit or inside the sophisticated dining area. 600 Okeechobee Blvd., West Palm Beach, FL 33401

8. AMRIT OCEAN RESORT Enjoying Amrit Ocean Resort’s lavish spa and wellness offerings guarantees a revitalizing and soothing experience that supports your health objectives. 3100 N. Ocean Dr., Riviera Beach, FL 33404 9. THE MORIKAMI MUSEUM AND JAPANESE GARDENS Drive for half an hour to Delray Beach and visit the Morikami Museum and Japanese Gardens. This tranquil spot provides a calm escape from the daily rush, making it an ideal place for unwinding and finding peace. 4000 Morikami Park Rd., Delray Beach, FL 33446

COURTESY MORIKAMI MUSEUM

COURTESY GALLEY-HILTON WEST PALM BEACH

1. THE HENRY MORRISON FLAGLER MUSEUM Located on the western side of Palm Beach Island, the Henry Morrison Flagler Museum provides guided tours of Whitehall, the grand estate of Henry M. Flagler from the Gilded Age. Finished in 1902, this 100,000-squarefoot mansion served as a winter residence for Flagler and his wife until 1913. It is now recognized as a National Historic Landmark. 1 Whitehall Way, Palm Beach, FL 33480

3. WORTH AVENUE Worth Avenue, a captivating and internationally acclaimed shopping destination, stretches three blocks from the Atlantic Ocean to the Intracoastal Waterway. Prestigious brands such as Neiman Marcus, Cartier, Louis Vuitton, Tiffany & Co., Tourneau, Hermès, Ralph Lauren, Gucci and many others proudly have stores along this luxurious street. 4. RH ROOFTOP RESTAURANT Located just 0.2 miles from the convention center, the RH Rooftop Restaurant on the fourth floor of RH West Palm Beach provides an elegant setting for brunch and dinner. Diners can enjoy a selection of fine wines from renowned American and European producers. 560 Okeechobee Blvd., West Palm Beach, FL 33401 5. THE CLOCK TOWER Take a photo at The Clock Tower, a striking landmark that’s impossible to miss. Situated among palm trees at the entrance of Worth Avenue, this 25-foot structure stands proudly on the sidewalk of Old Ocean Boulevard, making it an ideal spot for a selfie! 423 S. Ocean Blvd., Palm Beach, FL 33480

10. ADRIENNE’S PIZZABAR Palm Beach boasts the town’s top-rated pizza! As you step inside, you’ll be greeted by a breathtaking 60-foot quartzite bar and pizza counter, high ceilings, an impressive nine-screen matrix TV and a welcoming open dining space. Don’t miss their Pizza Modo Mio, or “pizza my way,” featuring choices like Adrienne’s Original Sicilian, Adrienne’s Napoli 1889 and Adrienne’s Classic NYC Round. 378 S. Rosemary Ave., West Palm Beach, FL 33401

Shop IWCE Merch

Our online shop is now open with exciting merchandise!

6. THE BREAKERS PALM BEACH For over 125 years, The Breakers has been a renowned luxury resort. It showcases Italian Renaissance architecture and spans 140 acres of prime oceanfront land in the center of Palm Beach. Don’t miss this staple for shopping, eating and playing. 1 S. County Rd., Palm Beach, FL 33480

SMART. INTELLIGENT.

Awnings. Made in the USA

Over 50 years of manufacturing and engineering excellence Partnerships with leading suppliers 5-year Manufacturer Warranty Expand your outdoor portfolio. Become a Dealer

Cambria Designer Series Beauty. Functionality. Affordability. Luxury. Elegence. Contact Us: partners@cambriadesigner.com

JANUARY + FEBRUARY 2025 | wf-vision.com

Visit Us: https://www.cambriadesigner.com

Morgik

Cronopower is simply the most affordable way to wire for motorized window treatments • Works with nearly all motor brands • No conduit • No home-run wiring • No power panels • No electricians

see how at www.cronopower.com 55

FULL FRAME Wellness

A Clear Vision for a Bright New Year Clarify your goals, align your actions and make this year your most intentional yet BY CHERYL LUCKETT

For many of us, the new year is a time to reflect on the past while setting our sights on what’s ahead. After the hustle and bustle of the holiday season and the frenzied energy of the fourth quarter, the idea of “starting fresh” is appealing. Yet, without a clear vision, it’s easy to feel overwhelmed. In both business and life, clarity acts as the compass that points us toward purposeful action and, ultimately, success.

Why It Matters Vision does more than guide us—it inspires us. It aligns our actions with our values and creates a sense of purpose that sustains us during challenging times. In the design and window treatment industries, where every detail matters, having a clear vision ensures that designs—and how they’re delivered—are cohesive, helping us meet client expectations with confidence.

In my journey as a designer and business owner, I’ve learned that vision isn’t just a statement—it’s a foundation. It serves as the filter through which I make decisions and the motivator that drives me and my team toward our goals. I’ve found that consistent business growth requires an equally consistent reevaluation of the vision for my business and the impact I want to create. This year, I encourage you to spend time clarifying your vision. You may be surprised at how it evolves.

On a broader scale, a strong vision drives sustainable growth. When I defined and began consistently evaluating my business vision, I saw how much it influenced everything—from branding and client relationships to team dynamics and collaborations. Knowing what I stood for and where I wanted to go made every step forward intentional and meaningful. Frankly, it also made saying “no” (and, consequently, “yes”) a whole lot easier.

JANUARY + FEBRUARY 2025 | wf-vision.com

When I started my business, I focused on “budget design.” It allowed me to provide access to a service that many found out of reach. It also allowed me to gain valuable experience and establish a client base. But as things took off, I realized that the budget model wasn’t financially sustainable unless I wanted to scale to a much larger company. Unfortunately, that didn’t align with my vision for my business. Refining my vision meant making the decision to shift to serve a more luxury clientele. I reimagined my offerings to reflect a high-touch, personalized experience, and I adjusted my branding and messaging to appeal to that market. While it was a challenging transition, it eventually paid off. The shift allowed me to work more deeply with fewer clients, provide exceptional service and build a business that aligned with my long-term goals. Turning Vision into Action If you’re struggling to align your daily actions with your long-term vision, you first need to clearly define that vision. Write it down in detail. Determine what you want to achieve, how you want to feel and the impact you want to create. Then, break your vision into manageable steps and prioritize just a few actions each day that move you closer to it. Along the way, don’t neglect the opportunity to reflect and adjust regularly. Alignment is a process, not an all-or-nothing goal. Small, intentional actions add up over time and bridge the gap between where you are and where you want to be. To ensure my vision remains actionable—and not just aspirational—it guides my day-to-day actions and ensures that even the smallest decisions align with the bigger picture. I make my vision actionable by connecting it to clear, measurable goals and breaking those goals into smaller, tangible steps. For me, the vision acts as a blueprint. Accountability also plays a big role. I’ve found it valuable to let others know. I share my vision with my team so it becomes a shared focus, not just an idea in my head. This keeps us all aligned and ensures our daily efforts are driving us toward the same destination. By treating my vision as both a guiding compass and a practical tool, I can keep it rooted in action while staying inspired by its possibilities.

Three Steps to Clarify Your Vision • Reflect on the Past Year: Take an honest look at what worked and what didn’t. Celebrate the wins, acknowledge the challenges and identify the lessons learned. Reflection is the first step in shaping a future that builds on the best parts of your past. I create a Year-End Review presentation for our last meeting of the year. It allows us to look back on all we’ve accomplished. We highlight and celebrate every feature, media mention, special project and new achievement. We also evaluate who we reached, served and impacted over the past 12 months. It’s a time to pat ourselves on the back for a year’s worth of very hard work. • Define What Success Looks Like: Ask yourself, “What do I want to achieve this year?” Think beyond the numbers and industry milestones. Consider how you want your business to feel, how you want to grow as a professional and how you want your work to impact others. • Align with Your Values and Goals: A vision that doesn’t align with your core values won’t sustain you. If one of your values is creativity, how will your vision foster that? If it’s connection, how will you deepen relationships with clients, your team or partners? Alignment ensures that your vision feels authentic and achievable. Designing Your Year Ahead As you move into the new year, remember that a clarified vision isn’t a one-and-done task. It’s a living guide that evolves as you do. Take time to reflect, define and align regularly. My team and I reevaluate things semiannually. The clearer your vision, the brighter your path forward. V

Cheryl Luckett is the owner and principal designer of Dwell by Cheryl Interiors, an award-winning interior design firm serving the Charlotte, North Carolina, area and beyond. Her excellence in the field is underscored by notable accolades, including being a 10-time recipient of the Best of Houzz Award for Design and Customer Satisfaction, recognition as one of the African American Top 20 Designers by Black Interior Designers Inc. and being named among Charlotte’s Best Interior Designers by Axios Charlotte. » DwellByCheryl.com

FULL FRAME Transformations

Three Sales Myths Sabotaging Your Growth Breaking free from these outdated beliefs can set you up for your best year yet

BY KATHY CRAGG PACE

If consistent sales growth feels elusive, you’re not alone. The pressure to sell and increase sales rarely leads to success, especially when you haven’t adapted to current conditions. Many of us were taught sales strategies that no longer work in today’s fast-paced, customer-centric world. Worse, we often cling to outdated beliefs about what it takes to grow sales. If you want this year to be your year of unstoppable growth, it’s time to let go of the myths holding you back. Let’s explore three common misconceptions and how breaking free from them can create the thriving business you’ve always wanted. Myth #1: ‘I Just Need More Leads’ It’s January, and you’re feeling pressured to double down on lead generation. New year, new clients, right? But here’s the truth: More leads won’t solve your problems if your current process isn’t working. The real secret to growth isn’t about generating more leads—it’s about nurturing the leads you already have. Often, the issue isn’t a lack of opportunities; it’s a lack of connection and trust needed to convert leads into sales.

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How many times have you met a potential client, shared your ideas and left feeling confident they’d choose you only to hear, “Thanks, I’ll get back to you”? The problem isn’t the lead; it’s the approach. Here’s how to maximize the value of each opportunity: • Slow Down to Speed Up: Instead of rushing to pitch your solution, take your time and connect. Ask openended questions about their family and their hopes for the future of their home. Prioritize these “people things” just as much as the project details. This builds rapport and positions you as a partner, not just a salesperson. • Create a Memorable Experience: From your initial consultation to your follow-up, look for ways to make the process feel personalized and special. Emotional connections often make the deciding factor in a sale. • B e Consistent in Your Communication: Many sales are lost because follow-through isn’t strong enough. A thoughtful “I’m on my way” text or helpful check-in call can make all the difference. Make it your goal to focus on depth, not just breadth. When you nurture your leads with care, you’ll find clients are more likely to say “yes” sooner—and with enthusiasm.

Myth #2: ‘If My Prices Were Lower, I’d Sell More’ Let’s face it: January is peak discount season. From postholiday sales to “New Year, New You” promotions, it’s easy to feel like slashing prices is the only way to compete. But lowering your prices doesn’t guarantee more sales. In fact, it can undermine the value of your services and set a precedent that’s hard to break. Once you start competing on price, it’s difficult to reestablish your worth. Instead of cutting prices, focus on elevating the value you provide: • C reate a Premium Experience: Clients aren’t just paying for a product—they’re paying for the way you make them feel. From polished presentations to thoughtful follow-up, every interaction should reflect the high quality of your brand. • G uide with Empathy and Expertise: Your knowledge and skill are your greatest assets. Ensure clients feel you “get them” and that your expertise will save them time and stress while delivering better, more personalized results. • C ommunicate Value with Confidence: Don’t just tell clients what you offer—show them the outcomes. Sell the transformation and help them envision how their home will feel once their project is complete. It’s not the price that sells—it’s the perception of value. Commit to being the premium option clients are thrilled to choose in 2025. Myth #3: ‘Closing the Sale Is the Ultimate Goal’ This is a big one. For years, traditional sales training has taught us that the ultimate goal is “closing the deal,” but let’s be honest: Does anyone really like being “closed”? Clients don’t want to be sold to—they want guidance. They want to feel they’re making the best decision for their home, family and budget. When you approach sales as a partnership rather than a transaction, something magical happens: You stop “closing deals” and start opening relationships. Focusing on relationships instead of closing deals leads to: • Building trust that leads to repeat business • Creating a loyal fan base that refers you to others • Feeling fulfilled in your work because you’re helping, not pushing In 2025, shift the focus from closing to connecting. Every appointment is an opportunity to make a lasting impression, and those impressions are what build a sustainable, thriving business.

Why Now Is the Time to Break Free from These Myths A new year is a blank canvas, full of potential. But if you’re still operating under outdated beliefs, you’re painting with the wrong tools. By breaking free from these myths, you’re not only setting yourself up for success right now—you’re laying the foundation for years of consistent growth. Here’s what’s possible when you leave these myths behind: • Predictable Revenue: No more worrying about where the next sale will come from. • More Time and Freedom: A signature selling experience gives you more space for the things that matter most. • A Thriving Business: When you focus on connection, value and trust, growth becomes inevitable. Setting the Stage for Your Successful 2025 As we step into this new year, I challenge you to rethink your approach to sales. Here’s a simple action plan to get started: • I dentify Your Sticking Points: Take an honest look at your selling process. Pinpoint where you feel stuck: building trust, communicating value or following through? • Commit to Connection: Make it your mission to create meaningful, trust-based relationships with every client. • Invest in Growth: Whether through coaching, courses or networking events like the International Window Coverings Expo, surround yourself with resources that will help you elevate your skills. Betting on yourself is a sure thing! Let’s make this the year you hear YES more often, grow your business and enjoy the freedom to focus on what matters most. As you ring in 2025, resolve to make it your “more” year … more income, more profits and more transformations! 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

FULL FRAME Business Development

Momentum in Motion

It’s time to embrace change, set bold goals and build connections in the new year BY SAM BLAIR

As we enter 2025, the excitement and hope of a new year are undeniable. For those of us in the window treatment industry, this January is more than just a turning of the calendar—it’s an opportunity to embrace a “fresh canvas,” to leverage growth and to propel our businesses forward. Reflecting on my own journey, I’ve realized that momentum is not merely a concept; it’s a practice, a mindset and a powerful tool capable of transforming the trajectory of our endeavors. Embracing Change: A Personal Evolution Looking back, I can pinpoint several moments that reshaped my approach to business. One of the most pivotal was when I focused on consumer preferences and how to envelope them into my cadence of conversation and product arsenal. One key preference over the past few years that has really increased is the demand for

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sustainable and eco-friendly products. I found myself at a crossroads. Do I stick with what’s familiar and what I know performs best, or do I dive headfirst into this wave of innovation and really wrap my arms around leading in this category? I chose to embrace change. I researched sustainable materials and attended workshops on the science that goes into making these materials eco-friendly. It was more than just a “green material,” it really was a culture of excellence and pursuing that to the fullest. It was exhilarating! The more I learned, the more I realized how aligned this path was with our societal values and how it coincided with the evolving desires of my customers. As I began to wholly confer with these offerings, I felt an electrifying shift in my business—a sense of renewal that invigorated not just my product line but my entire mindset.

Setting Bold Goals: A Vision for Success With the new year upon us, I took a moment to reflect on my aspirations. What do I want to achieve in 2025? I set bold, ambitious goals that resonate deeply with my vision for the future. One goal is to deeply embrace our line of energy-efficient window treatments that not only enhance aesthetic appeal but also reduce energy costs for my customers. To really integrate, discover and create studies that show the real effect window treatments have in energy preservation and what all areas this energy preservation comes from. But it wasn’t enough to simply write these goals down; I needed a plan. In order to lay out that plan, I broke down my objectives into actionable steps and created a road map to keep me accountable with milestones and checkpoints along the way. I visualized what each milestone would be in detail and even wrote about how to celebrate those small victories when I achieved them. This process transformed my goals from mere ideas into tangible targets, fueling my motivation every step of the journey. Building Strong Connections: The Heart of Business If there’s one lesson I’ve learned, it’s that relationships are the heartbeat of any successful business. In the past, I often felt isolated, focusing solely on my production and output. But I realized that collaborating with industry peers and nurturing connections with customers really is how a person ignites new opportunities. This year, I’ll be making a conscious effort to expand my network even more than previously. One great way to do this is by attending cross-platform trade shows. This is where you can have conversations with others in peripheral industries that will spark new ideas and inspire you to think outside the box. Moreover, you can invest time in connecting with your customers. I started hosting workshops and interactive sessions where people could learn about window treatments and share their own experiences with my client base. Hearing their stories not only deepened my understanding of their needs but also created a sense of community. These connections have become invaluable, reminding me that we’re all in this together. Investing in Marketing: Sharing My Story In today’s digital age, storytelling is a crucial component of marketing. This year, I’m committed to sharing my journey and the passion behind my business. I’ve discovered that people want to connect with a narrative, not just a product. So, one of my goals is to craft engaging content—from

blog posts to videos—that highlight my expertise and the unique value I can offer. I’m particularly excited about utilizing social media to showcase this in real-life settings. It’s not just about selling; it’s about inspiring others to reimagine their homes. Fostering a Growth Mindset: Embracing Challenges A growth mindset has been my secret weapon. Each challenge I face is an opportunity to learn, adapt and improve. Last year, I encountered setbacks—where we failed to meet deadlines from time to time, encountered fabrication challenges and market trends impeding progress. Instead of viewing these as failures, I chose to see them as steppingstones. This year, I’m committed to seeking feedback and remaining open to new ideas. I’ve surrounded myself with a team that shares this mentality, creating an environment where creativity thrives. When everyone feels empowered to contribute, the possibilities are endless. If I create an environment where it’s “safe to fail” for myself and my team, then we can push boundaries and think outside the box for solutions. Failure isn’t final unless you stay in it, and it’s all about how we bounce back after these failures that lead to real success! Looking Ahead: The Future Is Bright As I reflect on my plans for 2025, I’m filled with optimism. By embracing change, setting bold goals, building strong connections and fostering a growth mindset, I’m not just starting the year—I’m launching it with momentum. The beauty of this journey is that it’s not just about me; it’s about all of us in the window treatment industry. Together, we have the power to elevate our businesses and create a lasting impact in our communities. So, as we dive into this new year, I encourage you to join me in embracing the potential that lies ahead. Let’s leverage our experiences, share our stories and build momentum that will carry us through 2025 and beyond. Here’s to a year of growth, connection and transformation—let’s make it our best one yet! 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.

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Set the Stage for Home Show Success BY OLIVER SCHREIBER

Home show season is fast approaching! As winter winds down and the promise of spring begins to warm the air, homeowners are eager to turn their cabin fever into action. Whether tackling small home upgrades or planning bigger projects, home shows offer a perfect opportunity to connect with those ready to get started. Did you know that spring is the busiest time for home improvements? Year after year, consumers flock to home shows across the country looking for ideas for their next project and contractors who can interpret their visions. Whether you’re a solopreneur or have a team of sales reps, home shows are a great way to quickly generate an abundance of leads in a short period of time. Consider the following tips when choosing which shows to attend and how much to invest in them. When it comes to home shows, traffic is key. Busy aisles translate to more appointments. The greater the attendance, the better the chances of finding people who came there looking for you and new window treatments. The best shows are well-advertised and draw thousands of attendees over two or three days. The more people you see, the better chance you have of scheduling an in-home visit. Find shows in your area that have a history of high attendance. Choose your booth placement and size wisely. A booth tucked in the back corner of the last row in the exhibition hall may cost less, but it will generate far less traffic than a prime spot on a corner near the entrance to the show. Small booths can feel cramped, while larger ones—though

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more expensive—can be set up to be open and inviting for attendees to walk through and see your display. Typically, the least expensive option will be a 10 x 10 booth in a row, while a 20 x 20 corner booth will be the priciest. When setting up your booth, remember less is more. Pop-up signs should clearly announce who you are and, most importantly, what you offer. You want passersby to quickly identify what you do. The goal at the show should always be to set appointments. Avoid cluttering your booth with product books or unnecessary materials. Instead, showcase working samples of your bestsellers, focusing on their beauty and functionality. There are some very important dos and don’ts when it comes to home shows: 1. Interact with everyone who passes by. Be prepared with an engaging opener to break the ice. For example, you could ask, “You came to the show today specifically looking for new shades and blinds, didn’t you?” The goal is to start a conversation and identify those who are genuinely interested. 2. Schedule appointments on-site. Don’t just collect names and numbers—you’ll waste time later trying to follow up. Instead, book appointments for the coming weeks on the spot. Overbooking is fine; you can always reschedule if needed. Setting appointments immediately saves time and increases the likelihood of securing a sale. 3. Leave the swag at home. You’re not there to give away promotional items or

build brand awareness—you’re there to make money by setting appointments. Most swag ends up in the trash within a month, adding to landfills. Instead, offer a giveaway for attendees who schedule a consultation. 4. Follow the booth rules. No chairs: Standing ensures you’re alert and approachable. Sitting in the back of your booth makes you appear uninterested. No cellphones: Looking at your phone distracts you from potential clients and signals disinterest. No food or drinks: Eating or drinking in the booth looks unprofessional and creates a cluttered appearance. Step away for breaks when necessary. Finally, have fun! At a good show, you will get to meet and speak with many interesting folks. Put a smile on your face, engage with attendees and ultimately do what you came there to do: set in-home sales appointments. Follow these tips, and you’ll find yourself adding plenty of clients to 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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