WFV Jul/Aug 2011

WF-VISION.COM

7/8 11

Discover dozens of ideas courtesy of the winners from our 2011 Ingenuity Workroom competition.

A VIEW OF WINDOW FASHION. DETAILS, MATERIALS & INSPIRED DESIGN.

INGENUITY WINNERS & MORE

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7/8.11 VOLUME 32 / NO. 4 A detail from a relaxed Roman shade design bu Karen Howland-Walker, WFCP, of KH Window Fashions, Inc., in Northborough, Mass. featuring textured faux silk from RM Coco and trimmed in Kravet’s butterfly beaded triim. For more detailed on this treatment see the R-Factor report starting on page 26. Photograph: Scott Erb Photography.

THIS ISSUE / WINNING ENTRIES FROM THE INGENUITY WORKROOM COMPETITION THIS ISSUE

SPECIAL IN THIS ISSUE

EVERY ISSUE

16 T he Supplier Partner Selection Process

A ready-to-use scorecard

to assess the value of your

suppliers to your business.

By Laura Burke

26 The R-Factor A look at the profitable and growing market for Roman and roller shades, including a discussion of the challenges related to cord safety issues.

6

Viewpoint: What We’re Loving Now Comments from contributors

8

Viewpoint: Our View President/CEO Grace McNamara

18 N eoCon Market Report: Inspiration Through Collaboration A review of NeoCon 2011

By Deb Barrett

32 Roman & Roller Shades Manufacturers and suppliers weigh in on new developments in the Roman and roller shade market.

10 Viewpoint: InfoBar

Pricing and income overview

40

36 2011 New Product Directory Some of new introductions made at VISION11: IWCE.

Create Irresistable E-mail Marketing Messages Guidelines and advice on to develop a personal style that appeals to your clients and builds your business.

By Tamara Coalwell

42 I ngenuity Workroom Competition 2011 A first look at some of the winning entries, including the Workroom of the Year.

4

| VISION

On the cover:

Karen Barnes of The Elegant Window in Gilbert, Ariz. fabricated this winning design.

For more 2011 Ingenuity winners go to page 42. Photograph: Taube Photography.

12

Viewpoint: WFCP WFCP introduces new benefits and training options as part of its mission to continually promote a higher standard of professionalism.

16

Viewpoint: I’m Officially Obsessed With JoAnne Lenart-Weary on reality TV decorators.

62 Product Showcase 64 What’s Next

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WF-VISION.COM WHAT WE’RE LOVING NOW …

Anna (Work/Life) Through this recession my husband lost his job, but we decided that he would start working with the company full time. I just love it. We can get double the work completed. Being married 35 years and together 24/7 can be hard, but through it all I think he loves it too. I can’t tell you how many hats he now wears that I have slowly surrendered..

Tina (All About the Extras) What I’m loving now is that even with the current economy and people being on a tight budget, they are letting me do simple addons such as cording, nail heads and other inexpensive embellishments that make the finished product more than just ordinary!

Peggy (Documentarian) I recently started an email newsletter geared specifically for interior designers from the perspective of the workroom.

I know I'm late to the internet

marketing/social

media scene but I'm really enjoying this medium

WINDOW FASHION VISION MAGAZINE President & CEO • Grace McNamara • grace@wf-vision.com Vice President/Circulation Director • Peggy Yung • peggy@wf-vision.com Editorial Director • Susan Schultz • susan@wf-vision.com Managing Editor • Nichole Day Diggins • daydiggins@charter.net Graphic Design • Beth Hansen • bethh@aldeb.com WFCP Director & Trend Specialist • Deb Barrett • deb@wf-vision.com Office Manager • Anne Will • anne@wf-vision.com SALES Senior Account Executive • Shannon Leclair • shannonl@wf-vision.com Publisher’s Representative • Kerri Caldwell • kcaldwell@kasnicmedia.com Classified Advertising • Paulina McNamara • paulina@wf-vision.com IN THIS ISSUE Contributing Writers • Deb Barrett, Laura Burke, Tamara Coalwell, JoAnne Lenart-Weary, Howard Shingle 2011 Ingenuity Design Competition Winners: Karen Barnes, Joanna Braxton, Bill Crick, Anna Davis, Tina Fontana, Peggy Morgans, Olga Polyanskaya, Catherine Schulz, Diane Preston, Linda Tully Featured Designers & Workrooms: Darlene Marie Bruns, IDS, WFCP, WCAA; Roberta Dara, DSA, WFCP, WCAA; Susan Day; Cheryl Draa, WFCP; and Karen Howard-Walker, WFCP. 2011 EDITORIAL ADVISORY BOARD Donna Elle, Donna Elle Seaside Living John Fitzgerald, Comfortex Neil Gordon, Decorating with Fabric Joyce Holt Susette Kubiak, Drapery Connection Rory McNeil, TechStyles Window Covering Products Inc. Tom Perkowitz, B&W Window Fashions Inc. Jane Shea, Blinds Unlimited CIRCULATION NCS Fulfillment Services • 877/344-7406 • WindowFashionVision@magcs.com

and sharing about window treatments and the workroom/ designer partnership. I look at every project and installation with a new eye. Will this might make a good newsletter topic?

Better get out my camera!

Linda (Balanced) Being a workaholic I have found I need to attend scheduled workout classes. I love to exercise and didn’t have much time for

We’re on Facebook twice! facebook.com/wfvisionmagazine and facebook.com/vision.iwce

Keep up with all the VISION11: IWCE Las Vegas tweets at twitter.com/VISION’11IWCE

it while I was building my business. Once I found the Extreme Conditioning class that I currently attend 2-3 times weekly I have finally found balance in my life.

I have also incorporated hiking with my husband on weekends and we are loving the adventures we have been on. We hiked the Grand Canyon in June and felt great satisfaction that we did it in one day down and up. Before all the exercise and hiking I felt like a slave to my business and now I can walk away and enjoy my family.

6

| VISION

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 informationgathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved.

Window Fashion Vision® (ISSN 0999-7777; USPS 708930) is published six times a year,

by AIM Communications LLC, 4756 Banning Ave., Suite # 206, White Bear Lake, MN 55110; NEW NUMBERS: Tel 651/330-0574; Fax 651/756-8141. Visit our website at www.wf-vision. com. Periodicals class postage paid at St. Paul, MN and additional offices. Postmaster: send address changes and subscription correspondence with mailing label to Window Fashion Vision, 4756 Banning Ave., Suite # 206, White Bear Lake, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/ yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright ©2010

by AIM Communicaations LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5

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VIEWPOINT

Moving Forward Plan For The Future You Want

ust as we thought the economy was getting better last spring, we end the summer with more bad news—housing starts still in a slump, debt ceiling frustration and the European economy following suit. It can be very frustrating and debilitating for our businesses, if we let it. I’m learning to let things go that I can’t control and focusing on what I can control.

Every one of us in this industry has an opportunity to find a way to improve our situation.We’ve all had tough choices to make and have had to reinvent ourselves. I’m a big advocate of change, first because I enjoy it, but most importantly because I’ve realized over the years that if we don’t change and grow, failure is imminent. Despite the doom and gloom on the news front, I want to share a story with you that exemplifies what can be done in times of crisis with a plan, teamwork and holding to your standards.

From Cheryl Draa, WFCP Expert of Cheryl Draa Interior Designs in Marietta, Georgia: “For the last 10 years I've had a retail store, and as an interior designer was the one-stop-shop for anything my cli-

ents wanted, including of course, window treatments. Several years ago, I attended a VISION: IWCE Show with Trini Pevey, who owns her own workroom.

She and I went to separate classes then met up in the evening to discuss what we had learned. We were amazed at the difference in quality offered all over the Atlanta area and decided to target highend window couture fashion treatments.

We took our business "up a notch" from what we previously offered. We decided together to make certain qualities of the treatment a standard. We would microcord whenever possible. We would always use interlining. We would use larger pleats on windows over 15 feet high.

Self-installation would not be an option.

I would always offer a trim as an option, etc. Over the next year, we implemented these strategies, and even though it put our cost up more than some of our competition, the quality work was easily recognized and deemed worthy of the cost.

During the recession, we continued with the same quality. While we did less overall dollar amount than previous years, we were deemed the go-to-workroom/ designer to handle couture window treatments. I saw many designers and workrooms go out of business, but we remained steadfast in our quality and workmanship. So when someone decid-

ed they could afford a new window treatment, we were the ones they came to.

Now that we are coming out of the recession, we are both working full time in our different but mutually beneficial careers. We came through the recession through continued training in WFCP in business marketing, quality of workmanship, and networking. Everyone in WFCP is helping each other to be the best they can possibly be, and to thrive in our business. I've added social networking, adjusted my overhead, won some awards, and continued to work and market my and Trini's work in the Atlanta area according to suggestions made by the WFCP team. We are a magnificent team, benefiting each other, and I look forward to learning and working together in the future.”

Thanks for the inspiration, Cheryl and Trina, and keep up the great work!

For more information about the WFCP program visit wf-vision.com/education P.S. Both Cheryl and Trina are Window Fashion VISION Design Competition winners—they just never stop moving forward! V

Grace McNamara President and CEO

8

| VISION

Solutions

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Only Rowley Company brings you innovative textile, technology and drapery track products. Our Research and Development department works to create products that meet industry standards and exceed your expectations.

Regardless of your window dĂŠcor need, Rowley Company is sure to have a quality solution at a value price.

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V

ONLINE PARTNERS

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InfoBar

Show Me The Money

In this issue we provide a quick overview of some of the information available on interior design services and fees. This is one of the most frequent questions to come up at almost every interior design seminar or presentation and there is never a consensus. One thing that is clear, based on many conversations over the years, is that “cost-plus� pricing, or as shown in the chart below, Reimbursible plus markup, is on the decline compared to hourly options. This is due, in large part, to the fact that so many clients take it upon themselves to purchase, or at least aggressively price check, proposed design components. As the design industry changes, so must our ways of making money.

How do you charge for your design services?

From the Design Success LLC 2010-2011 Interior Design Fee & Salary Survey. N/A results not shown.

13.7% hourly only www.helserbrothers.com

10.5% Hourly + retail 16.7% Hourly + discounted retail

www.roc-lon.com

36.8% Hourly + markup

www.uspolymersinc.com

35.3% Varies www.ironartbyorion.com

28.5% Flat fee

www.rowleycompany.com

www.somfysystems.com

8.7% Reimbursibles plus markup 7% Percent of budget 6.4% Sq. Ft.

www.vertilux.com

10

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If you charge hourly, what is your rate?

From the Design Success LLC 2010-2011 Interior Design Fee & Salary Survey. N/A results not shown.

3.5% $0-25 9.9% $26-50

21.6% $51-75

21.6% $76-100 23.5% $101-125

9.6% $126-150 6% $151 +

2011 Professional Interior Design Salaries Median income based on years in business From Salary.com via InteriorDesignBusiness.net

$68,683 8 years + experience $51,962 4-6 years experience

$37,647 2 years or less experience

WF-VISION.COM | JULY/AUG 11 | 11

VIEWPOINT

WFCP Adds New Benefits

A Higher Standard of he Window Fashions Certified Professionals Program (WFCP) kicks off a new generation of levels and benefits this fall, to elevate its members to a higher standard of professionalism and design.

“We’re excited to announce two new memberships to further help our members grow their businesses, as well as their bottom lines,” said Grace McNamara, publisher of Vision magazine, the developer of WFCP. “We understand that a few key elements can make the difference in a window fashion professional’s success. That’s why we gathered together the best of the best in education, partnerships and vendor relations.”

The Network: America’s Window Covering Buying Network Every dollar counts when specifying a job and now, WFCP members can get the best pricing from vendors with a Super Membership to The Network, one of the best buying groups in the home furnishings industry.

With your WFCP membership, you can now enjoy a discounted membership to the Network and be able to save thousands in products throughout the year.

son. Developed in collaboration with WAOA, our Workroom Certification uses the Custom Soft Treatments Handbook of Common Practices as part of its curriculm, along with extensive classes in all aspects of workroom business and fabrication. As part of our partnership WFCP and WAOA will offer a “super membership” that includes both association’s benefits, such as WAOSA’s exclusive vendor discoutnrs and WFCP’s emebers-only complimentary webinars.

"WAOA is the first industry organization I have belonged to that is really set up to assist workrooms with access to products and services that we need to be profitable and professional. The support I receive from WAOA makes me feel like I have a partner in my business ready with information and encouragement whenever I need it,” said Jodi Stanford of Jodi's Window Fashions, Memphis, Tenn.

It is the level of partnership and committment, shared by WFCP members, that makes the combination of WFCP and WAOA so powerful.

The workroom certification program is a new concept for the industry. The members of the WFCP advisory committee understand that professionals must manage their time between growing their business and cultivating their expertise. Working with WAOA, “I would highly recommend the they helped develop a modular Network to any window cover- A new logo, which subtly references the window, is cleaner and workroom certification allows ings professional. Membership more graphic. It can be provided in a range of approved color you to pre-test for core compehas substantially increased my combinations or in black and white, suitable for a variety of uses. bottom line and helped me with my marketing promotions. tencies in a broad range of fabrication skill sets. You can Every quarter there are special dealer discounts that I extend pass these specialties and move on to advanced curricuto my clients and use as my sale promotions,” said Carol To- lums, expanding your expertise to become a certified fabrication specialist. massetti, Frame Creations, Shelton, Conn.

Workroom Association of America (WAOA) Adding a powerful new Workroom Certification Program to our repertoire, WFCP is partnering with WAOA to offer our members who create and fabricate window fashions an exclusive opportunity to learn online as well as in per12

| VISION

The WFCP Difference Members receive exceptional educational and training opportunities and the confidence to sell their clients the best in custom window fashions. Certified professional decorator and color consultant Jill Ragan Scully says WFCP has given

crop/trim marks

her the confidence to make many strategic decisions in her career. “These decisions have enabled me to grow my business in a time of economic uncertainty, promote my business in new and unique ways, educate myself on an ongoing basis and given me the courage to seek leadership opportunities in my field.”

Note: WE WANT THE

»Custom Fabric Treatments »Natural Woven Shades »Custom Roll Shades

FRAME IN THE AD. The live area is 3.6” x 9.75”.

As WFCP expands its partnerships, its one-of-a-kind curCrop/trim marks are an riculum and member benefits,additional members willfrom have 0.125” the the tools sidesinoftheir the live area. and recognition to be the experts markets.

As part of

this new growth, the WFCP board recently approved a fresh THIS AD TO gO INTO THE look for the WFCP brand as well as a newINDuSTRy tagline: “WFCP. MARCH-ApRIL SHOW ISSuE: VIVA LAS V Design Professionals—Empowered

by Education.”

VEgAS MAgAzINE.

What is WFCP? The Window Fashions Certified Professionals Program (WFCP) is the longest running organized professional education program for the interior design professional specializing in custom window coverings. WFCP, sponsored by Window Fashion VISION magazine begin in 1987 recognizing the need for quality education for the window fashion design professional.

»Solar Shades »C.O.M.

custom window treatments there is no substitute for 40 years experience

Window Fashions Certified Professionals are an elite group that distinguishes themselves by their level of knowledge and experience. Quite simply, they are the best in their field and have earned the certification through a rigorous series of training, testing and projects. WFCP is a multi-level and multi-faceted program that offers training for the beginner as well as the seasoned professional.

TESTIMONIALS

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“Working through WFCP certification and achieving each level has given me the confidence to work with my clients on a much more professional level. Having the Expert distinction after my name and in my profile allows my clients to know that they are working with one of the best in the industry.”

– Carol T. Collins, Texas’ only WFCP Expert, Carol's Custom Draperies & Interiors, Denton, Texas “Every time I tell a prospective client that I am a Window Fashion Certified Professional, I get the job … People love to work with a Professional.” —Michelle Eaton, WFCP Master, ASID, Eaton Interiors, Sacramento, Calif.

CLOSER LOOK EST. 1973

WFCP wf-vision.com/education America’s Window Covering Buying Network awcbn.com

Castec Sales Company 7531 Coldwater Canyon Ave., North Hollywood, CA 91605 Tel: 800 828 2500 Fax: 818 503 8360 Email: sales@castec.com www.castec.com

Workroom Association of America workroomassociationofamerica.com

© 2011 Fabritec, LLC. All rights reserved.

crop/trim marks

WF-VISION.COM | JULY/AUG 11 | 13

VIEWPOINT

JoAnne Lenart-Weary on Reality TV Decorators

I’m Officially Obsessed With I'm officially obsessed with reality TV decorators. Late nights will find me with my DVR to see what the latest crop of ‘deco-lebrities’ are sharing. I watch for a variety of reasons, but most of all, because I am addicted to the art of decorating. The shows validate what I know, inspire me to approach projects in new ways, and provide a great workout. I tone my arms while shaking the remote at the TV yelling,

"what are you thinking?!" or vigorously applauding when an idea is great. HGTV, Bravo, TLC and others have all spawned an interest in decorating unlike ever before, which is good for all of us. It has brought us clients that never would have even considered working with a pro. Of course, the negative is "they did it on TV for only

$500!" ¶ My latest obsession is Million Dollar Decorators and the new season of Design Star. Million Dollar Decorators is disappointing from a design standpoint, but it offers a unique look at a group of people that, quite frankly, are not as together as I would have expected. They aren't Million Dollar Decorators because they are organized and professional.

Design Star blends unique challenges with a variety of personalities and the result is typically fireworks.¶ Bottom line – whether the budget is a million dollars or a hundred dollars, creating a beautiful room takes talent, creativity, collaboration with other professionals and the ability to solve a client's problems. After all, good design is good design.

Use the world's obsession with decorating to your benefit. You may not work with million dollar budgets, but make your clients feel like a million dollars and your clients will think you are a ‘deco-lebrity’ yourself. V

One of my favorite aspects of Design Star is the white box challenge where each designer has to transform three plain white walls into an inviting, engaging space—on a tight budget and a breakneck schedule. Robb Mariani of Season Two created this striking graphic installation that I love for the wonderful use of color.

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ABOVE: Rich, sophisticated and welcoming, this living room by Mary McDonald delivers of a wealth of design ideas, a great example of the high-end style delivered on Million Dollar Decorators.

LEFT: Anyone who watches Million Dollar Decorators will have a strong opinion about Kathryn Ireland’s client, Shannon Factor.

But say what you will about Factor, an heir to the Max Factor Cosmetics’ empire, she was wise enough to realize for all the millions spent on furnishing her home, she needed a professional to bring it all together and hired Ireland. This chic, blue and white living room in Factor's Malibu beach house is deceptively simple, but a good example of classic design with a decorator’s polish.

CLOSER LOOK JoAnne Lenart-Weary will be teaching her popular Color with No Regrets certification program online this fall. The six week program begins September 19th. Watch for a WFCP member special offer. Go to: http://tinyurl. com/3ctwz69 for details.

JoAnne Lenart-Weary TheDecoratingAndStagingAcademy.com ColorwithNoRegrets.com Facebook.com/thedsa

WF-VISION.COM | JULY/AUG 11 | 15

VIEWPOINT

Grow Your Business Through Partnerships

The Supplier Selection Process

By Laura Burke

ne of the most important secrets of business success is selecting the correct supplier partner.

In previous years, a common practice for a window covering specialist was to establish accounts with as many suppliers as possible, with the hope that their clients would be requesting product from one of those suppliers.

Today, the process of choosing supplier partners is vastly different. The window covering specialist first determines if a supplier’s product line will be a good fit for their business and client base. Research into a supplier’s reputation, (quality, customer service, inventory and delivery) must be done up-front prior to establishing a partnership with a supplier.

Online research, word of mouth and recommendations from fellow business owners can make the research go smoothly while helping you avoid making a wrong decision.

Another important aspect in selecting a supplier partner is determining if a supplier can assist you in growing your current business while making you more profitable. This research requires specific questions you can ask and the rate the answers as they pertain to your overall business plan. Plus, you can apply these questions to your current suppliers to evaluate their effectiveness in helping you grow your business and profits.

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Working with professionals in our industry, following is a compliation 15 pertinent questions to assist you in selecting a supplier partner. Rate each supplier’s 15 answers to the questions on a scale from one to five with five being the highest. Tabulate the scores for each supplier to see how each one performed. Using the scores can help assist you in determining who will be your next supplier partner. #1 Training Is training provided on the entire product line? Who performs the training, where is training available and what type of media is utilized?

1 2 3 4 5 #2 Supplier Contact Is a qualified sales representative available in your area who is proactive in scheduling appointments to visit with you on a regular basis?

1 2 3 4 5 #3 Pricing Is discounted pricing available and what is the discount based on?

1 2 3 4 5

sample program and is there a fee for memo samples?

1 2 3 4 5 #6 Displays Will the supplier offer display discounts for your showroom, model homes, designer showcase homes and home shows?

1 2 3 4 5 #7 Competition Does the supplier sell to the Big Box stores or online discounters?

1 2 3 4 5 #8 Freight Will you be charged for the actual freight? Is there an additional handling charge per item/invoice and are all charges justified and itemized?

1 2 3 4 5 #9 Updates What plan does the supplier have to inform you of discontinued items and product changes? Will your rep pull discontinued samples for you?

1 2 3 4 5

#4 Promotions Are monthly promotions, spiff programs and sale periods readily available to you?

1 2 3 4 5

#10 Warranties Will the supplier furnish you with safety compliance forms, warranties/guarantees and green certifications on their entire product line?

1 2 3 4 5

#5 Sample Programs Will you receive a reduced or rebatable

#11 Advertising What are the available advertising

funds? Is there assistance in planning your market strategy? Are there room and product photo images, free product brochures, postcards, etc?

1 2 3 4 5 #12 Industry Involvement Does the supplier offer support to our industry by attending conferences and trade shows. Does the supplier have top-level management available to you?

1 2 3 4 5 #13 Growth Will the supplier offer client leads to you and what are the process and guidelines to obtain client leads in your market area?

1 2 3 4 5 #14 Goals Will the supplier offer you guidance in establishing sales goals and a strategy to achieve them?

1 2 3 4 5

#15 Proper Fit Did the supplier check out your company’s business, review your market, client base, etc. to ensure their products are a proper fit for your business model and that your company will provide adequate professional representation of their product line?

1 2 3 4 5 Set up a score card to tabulate the totals for each supplier’s response to your questions. Have a separate page for each supplier’s answers so you can stay organized. Do not hesitate to ask follow-up questions if the supplier did not provide an adequate response or if you are not perfectly clear as to the position of the supplier.

Laura Burke is National Accounts Manager of The Network – America's premier window coverings buying group. Laura has over 40 years in the industry as a designer, business owner, installer, sales manager and manufacturer sales representative.

CLOSER LOOK Laura Burke, The Network awcbn.com

This is your business and the decisions you make early on will affect your business in the long run. So spend the time, do your research, rate your suppliers and pick your supplier partners carefully. V

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I N T E R N AT I O N A L W I N D OW C OV E R I N G S E X P O

April 24-26, 2012 McCormick Place

chicago

SAVE THE DATE! Co-located with KBIS (Kitchen & Bath Industry Show)

More new products, seminars, special events and industry gatherings.

Interested in exhibiting? Contact: Shannon LeClair, 651-707-3655, shannonl@wf-vision.com Kerri Caldwell, 773-775-9293, kcaldwell@kasnicmedia.com Grace McNamara, 651-756-8834, grace@wf-vision.com

WF-VISION.COM | JULY/AUG 11 | 17

SHOW REVIEW

NeoCon 2011: Positive Energy

Inspiration Through

By Deb Barrett

Most interior design trade shows have struggled over the past few years, so I wasn’t quite sure what to expect of NeoCon 2011. Overall, the mood was positive and attendance seemed up a bit from 2010. If you haven’t ever been to the NeoCon, it is the world’s largest contract trade fair. It can seem like a sea of desks and chairs, and if your niche is on the residential side, you might be saying ‘why am I here?’ But as the contract and residential markets continue to merge, it does make sense to explore the floors at the Merchandise Mart for inspiration.

s I walked the permanent and temporary showrooms set up for NeoCon, I didn’t see any earthshattering new ideas or products. But several themes did emerge for me: collaboration, past/present/future and residential crossover.

Collaboration A popular way to refresh a brand or line, collaborative efforts between manufacturers and designers have grown in the range of options they offer. I noticed two main categories of collaboration: 1. Manufacturers forging partnerships with a variety of designers, museums, and design thought leaders to produce collections and products.

2. Manufacturing shifting their design and product concepts to reflect the different types of work we are doing, either in the workplace or remotely (brainstorming, thinking, writing, meeting, calling and researching in combination with relaxing).

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Besides showing more green products and products that catered to technology, workspace manufacturers like Steelcase or Herman Miller all but deleted the traditional cubicle from their new introduction. Increasing surface areas, boards, screens and tools, all integrated with technology, was the collaboration theme.

In order to differentiate, manufacturers are coming up with innovative ways to accommodate technology in their designs, i.e. the use of iPads, video conferencing, etc. Many of these new components are easily reconfigurable and are all about enabling people to create their own environment, or are about the environment adapting to the needs of the individual or team.

COLLABORATION: DesignTex Through a licensing program, the Museum of New Mexico Foundation invites manufacturers to use its four museums, six monuments and archaeological-studies office as inspiration.

Kimberle Frost, vice president of design at Designtex, mined the vast collections as sources for 11 upholstery patterns that make up the core of the company’s new Shelter collection.

2 3/8” COLLABORATION: RollEase Coalesse Ad TheCampaign Sebastopol 1/3 PG VISION collection—two matched shapes each offered Magazine Ads in to two heights— is available Placed Jul/Aug in five different laminate “R-Factor” Issue colors, balanced with focusing on Roller wood exteriors in oak or and Roman Shade walnut veneer with optional sheen finishes. systems. 4th Ad showcasing our new exciting Alkenz fabric program.

Deconstruction, adaptability and multi tasking themes spring from collaboration and lead to lots of new “parts and pieces” for existing product lines, which have increased flexibility and created more variety in work configurations.

Everything is designed to be able to be moved, pushed, lifted, rearranged, assembled and disassembled. Desks where you can have a pedestal file or not have one. Dividers that you can have up or down. Lamps, files, and cables. It's all about having a variety of space and tools for a variety of constantly-changing tasks.

A great example of this is the Sebastopol collection from Coalesse,

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developed by Emilia Borgthorsdottir while she These was stillare a design to runstudent.

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9 1/2”

“I am a problem solving person and bringing up new perspectives is one of my strengths,” said Borgthorsdottir.

“I like to create aesthetically pleasing products that ease the activities of daily living, focusing on the function and ergonomic value of the design.”

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COLLABORATION: Mannington Reaching out to Korean design firm, Ryan Harc, Mannington was right on target with its new Equinox collection. Inspired by the play of light and shadow, the collection uses a proprietary ultra-large denier fiber with patented variable twist technology.

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COLLABORATION: MechoSystems MechoSystems launched a new series of fully recyclable shadecloths, created in collaboration with William McDonough, one of the world’s most well known advocates for sustainable design. Based on MechoSystems’ EcoVeil® shadecloths, the patterns in this series are inspired by McDonough’s own photographs, collected during his visits to Iceland. The collection includes five jacquard weave patterns, each in several colorways, interpreting the stunning natural landscape of Iceland. Shown here is Earth in Sienna and Basalt in Moonlight.

The shadecloth material is a technical nutrient—the Cradle to Cradle term for non-natural materials that are safe, highly stable, and used in closedloop manufacturing cycles that take materials from producer to consumer and back again indefinitely. (Typically, shadecloths are woven with a PVC jacket and a core of fiberglass or polyester core, which cannot be separated for reuse.) The thermoplastic olefin (TPO) yarn used in the shadecloth fabric is more than merely PVC-free—it can be reclaimed and recycled indefinitely.

Originally from Iceland, but now working and living in the U.S., Borgthorsdottir submitted the drawings for Sebastopol to Coalesse two years ago at NeoCon, one week after graduating from design school.

After hearing that Coalesse was not adding them to their collection, she moved on to other projects. But last summer the company contacted her to let her know it planned to produce the line., and this June she was thrilled to introduce her designs, remarking that after seeing the finished product it reminds her of the glaciers in her native Iceland and how they can break away or butt together.

Residential Crossover Employers shrinking the size of their offices and staff means tough times for office furniture manufacturers. One example of a company looking for revenue beyond cubicle and desk chair sales is Haworth. The Haworth Collection is the 20

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company’s foray into offering crossover products for the home based on their experience as a commercial furniture manufacturer. The aim is to offer high quality products which are designed to compliment a residential environment but contain functionality and durability derived from their commercial office furniture heritage.

As proof that there is opportunity in the crossover market, one of this first an-

RESIDENTIAL CROSSOVER: Haworth “With two great brands coming together, our customers can get beautiful, high quality products previously only available on the commercial market,” says Raymond Arenson, executive vice president for merchandising and design for Crate & Barrel. “Haworth’s products make a great addition to our portfolio of products.”

2 3/8”

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noucements at NeoCon 2011 was that RollEase that Crate & Barrel will carry three Ad Campaign products from the new Haworth col1/3The PGEddy VISION lection: table, available in July, followed by the Very Magazine Ads Task and Very Conference available in August.

Placedchairs, Jul/Aug

“R-Factor” Issue

“With this Crate and Barrel relationontake Roller ship,focusing Haworth can another meaand Shade sured stepRoman into the retail world,” says Tomsystems.

DeBoer, Haworth product man4th Ad ager.showcasing “We find ourselves pulled in the our retail direction due to the beauty and new exciting Alkenz quality of our products as well as the program. trendfabric of office and residential coming together. We are excited to work with a greatThese retail brand Crate & Barrel.” are like to run

on 4 consecutive

Another great example of crossover design is the Nub chair collection by Patricia Urquiola for Andreu World America. Sophisticated cabinetmaking processes combine with contemporary elements with curiously inviting results—a Windsor chair for a post-design era.

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I love everything this prolific designer does and I love the fact that a childhood memory inspired the chair… “I used to play with my grandmother’s bobbins for making lace,” Urquiola recalls. “These small wooden bars were playmates that I have now reimagined.”

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Past/Present/Future Exhibitors reached back into their past and pulled out inspiration and reissues from their archives to build their new launches. Tweaks and twists are supplied by new technologies, from digital printing and finishes to wireless communications and fibers.

I am always excited to see what Knoll Textiles will introduce or revamp from their rich storied history. Included in their annual archival reintroductions is the expansion of Cato, which is celebrating its 50th anniversary.

Since its introduction in 1961, Cato has never gone out of production. It was originally hand woven in Germany in 30-yard runs. In the 1970s it was turned into machine woven goods in Scotland, where it has been made ever since. Cato has become an iconic design for Knoll Textiles, often pictured on classic Knoll Studio pieces such as Eero Saarinen’s Womb chair.

Another take on historically inspired textiles is the Border collection by Hella Jongerius for Maharam.

Jongerius somehow always manages to find the right balance between cutting-edge, pushing-theenvelop design and the practicality inherent in her Dutch design roots. The Border collection explores her continued interest in ethnic textile techniques, based this time on Mayan backstrap weaving.

And although I noted no blow-your-mind innovation, I always I love NeoCon’s take on textiles, so I’ve included some my favorite picks from a variety of resources. V

PAST/PRESENT/FUTURE: Knoll Textiles Over the years, Knoll Textiles has added and deleted colors. For Cato’s 50th birthday, Dorothy Cosonas, creative director of Knoll Luxe, has brought back three colors from the original 60s archives: natural, yellow and hot pink. This high performance fabric is made of 86% wool and 14% rayon. It exceeds 100,000 double rubs, and is now available in 12 colorways.

PAST/PRESENT/FUTURE: Maharam This new collection by Jongerius may not seem like something you’d be wowed by, but upon closer inspection, it has such an interesting (slightly random) pattern that I find myself itching to see it used in a large-scale project so I can get the full effect.

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TEXTILE PICK: Création Baumann at Carnegie Textile Carnegie Textile showed Swiss textile manufacturer Création Baumann’s Halina and Halina Stripe curtain fabric—an airy textile with an African touch. The innovative textile won a Gold award. Halina (shown left) achieves a 3D effect—the Technology Built-In! Technology Built-In! finely-striped weave is vertically pleated and horizontally embossed. Halina Stripe 800.552.5100 203.964.1573 203.964.1573 (opposite page) is a broad stripe of contrasting800.552.5100 colors reminiscent of woven raffia.

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WF-VISION.COM | JULY/AUG 11 | 23

TEXTILE PICK: Wolf Gordon Wolf Gordon has turned out innovative and amazing wall coverings for 40 years. Not one to rest on their laurels, they have now moved into textiles. Fabrics by Vescom, named for the mill that’s manufacturing the line, includes 19 polyester drapery fabrics. Burano is one of the bold solids. In pattern territory, recurring geometrics read organic in Minu, beadlike lines embellish Zembra and wide bands of color dominate Etolin. All meet or exceed Association for Contract Textiles guidelines for colorfastness, breaking strength and flame resistance.

TEXTILE PICK: tx:style challenge at Mannington Commerical This year's tx:style design challenge, where two categories of designers submit working drawings for a new carpet design, was the most competitive yet, with a record number of entries. In category one, for those with less than seven years of professional design experience, Sara Meier’s A La Mode design won the top prize. Meier drew inspiration from vintage copies of Vogue and mid-century modernism for this glimmering pattern, shot through with shiny sub-tones in abstract shapes.

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RR 7-19-11

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Engineered Engineered Inspired by trends on the runway, Arabella, top, is a modern take on a classic plaid, digitally printed on 100% cotton velvet. Vermeer, center, is an inviting nubby texture that combines wool with high sheen yarns, while Gramercy, bottom, is a large-scale geometric cut velvet that combines a contemporary pattern with old-world technolTechnology Built-In! Technology Built-In! ogy.

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WF-VISION.COM | JULY/AUG 11 | 25

SPECIAL REPORT

Roman and Roller Shades Have it All

The R-Factor

By Howard Shingle

oman and roller shades are heating things up—and the timing couldn’t be better.

With one of the widest fabric choices available among window treatments, including options from sun screening to light filtering and blackout, plus upgrades such as motorization and top-down/bottom-up operation, these shades spark creativity and help sales sizzle.

Roller shades have been around for years. Their longevity stems from how easily they can be made to fit any window or any room décor. Add custom lamination or high-tech sunscreen in a rainbow of colors and you have a highly functional and aesthetic treatment at a modest cost to clients. “I have been selling more and more every month over the last year,” says 26

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Susan Day, Exciting Windows, Springfield, Ill. Roman shades, with their soft look and the variety of folds and fabrics, of-

fer fully functional elegance. “Roman shades have been the rage for several years now for their style and ease of function … They give complete privacy when lowered, and when raised

Darlene Marie Bruns, IDS, WFCP, WCAA of Sheerly Elegant in Elgin, Ill, designed this flat Roman shade with beaded trim for a client with a lake home. The dining room, with its western exposure, became quite warm and overly bright in the afternoon, so the client requested a treatment that would block the light while adding elegance to the room. Credits: shade fabric, Kravet; beaded trim, Award Fabric & Trims; workroom, B&W Manufacturing.

Her client requested something “simple and elegant” from Karen Howland-Walker, WFCP, of KH Window Fashions, Inc., in Northborough, Mass.

Walker designed relaxed Roman shades made with a l textured faux silk from RM Coco. The treatments compliment the old-world mural that wraps around all four walls of this formal sitting room. Kravet’s butterfly beaded trim along the bottom edge added the finishing touch. Photograph: Scott Erb Photography.

WF-VISION.COM | JULY/AUG 11 | 27

LEFT: Roberta Dara, DSA, WFCP, WCAA, of RD Design and Decor in Kinnelon, N.J., designed a room filled with ivory cotton canvas Roman shades, topped by a black and ivory toile valance. The extra height on the valance was specificed in order to balance out two short windows (not shown) that flank and extra tall antique mirror. Credits: shade fabric, Michaels Textiles; valance fabric, Greenhouse Fabrics; workroom and installation, Seams Sew Right, Kinnelon, N. J. In this master bedroom Karen Howland-Walker, WFCP, of KH Window Fashions, Inc., chose an Austrian shade to not only to provide some needed privacy but also to add some softness over the large expanse of glass. Both the Austrian shade and the panels were made from silk fabric from RM Coco. The beaded trim along the bottom of the shade is from Kravet and compliments the large hanging tassel from above. Photograph: Scott Erb Photography.

they create a valance effect all in one,” says Scot Robbins, Scot Robbins & Co., Hermitage, Tenn.

Together, these shades offer nearly ideal product lines for creative window treatment stylists. For clients, the hot news on roman and roller shades is all about energy and style at a time of heightened interest in cost savings and energy savings. R-value? Let’s call it the R-Factor.

Customer-Driven Choices Roman and roller are customizable right from the start. They fit nearly any window size and are usually limited only by the weight and drape of the material specified. They can be motorized, paired with top treatments and drapery panels, lined, quilted, embellished and fabricated in top-down and bottom-up options. Workrooms can create shades in just about any fabric a customer might want, from silk to sunscreen mesh.

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“Flat, tucked, hobbled, relaxed, banded, with or without a valance… the variety is vast,” adds Scot Robbins.

“The materials range from sheers for an opaque effect to lining the shades with blackout lining for light control.

These are customer-driven [choices] depending on the style of the home,” he says.

For Cheryl Draa, Draa Interior Designs, Dallas, GA, the most important advantage to working with roller and Roman shades is the large choice of color combinations available for a more custom look. “When we fabricate, we use either a solid fabric or a linen/ silk combination,” she says, “then add a trim or tape to show the client’s style and add a little pizzazz.”

“Our clients like the clean lines and wide choice of fabric and materials made available by the industry,” say Kathy Wakeman and Lynne Dyer, StyleWise, Pittsboro, N.C. “Although

woven woods and traditional fabrics remain popular, the sleek look of subtle light filtering weaves are mainstreaming into all décor styles and applications,” they add.

Both Roman and roller shades are functional choices for any room of a home: main living spaces, kitchens, bedrooms and powder rooms.

Susan Day installs many roller shades in rooms where her clients don’t want to see the window treatment once it’s raised, but need either sunset glare control or a little occasional privacy.

Her favorite way to install shades is with a valance from a wood or faux wood blind to cover the roller. In that way, she says, a shade can be “the window treatment that goes away.”

From the client’s perspective, roller and Roman shades can offer high style at reasonable cost. “A flat Roman shade requires the least amount

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of fabric to cover a window and maintain privacy,” Robbins points out. “Although the cost of labor for shades varies throughout the country, it can be considerably lower than covering a window with full draperies.”

Biggest Issue With all they have going for them, can there be any caveats to roller and Roman shades? “I do not feel there are any disadvantages other than the fact that the cord issues will probably get more strict,” predicts Jill M. Ragan Scully, Impressive Windows & Interiors, Hastings, Minn.

In truth, cord safety is the biggest issue of all for roller and Roman shades.

The Consumer Product Safety Commission (CPSC) has identified window coverings with cords as one of the top five hidden hazards in a home. On its website, CPSC reports in recent years it has recalled more than five million window coverings, including roller and Roman shades. Guidelines now call for no accessible cords on the front, side or back of these products.

“It is very important that every workroom get on board with these new guidelines and protect themselves,” Robbins advises.

As shade products were recalled, questions and confusion arose as to which lift systems or remedies would be compliant. This uncertainty affected the fabrication and sales of shades. “I actually stopped selling them for a while,” states Draa, “until I could get a clearer vision of what was expected of us.”

At least in the short term, cord safety concerns will continue to affect shade fabrication. “Lets face it,” says Robbins, “labor prices have already gone up because of these new guidelines. Construction techniques had to change to meet these new standards. I personally have researched what I felt was right for my business and am in compliance. So many companies are offering different products and new 30

| VISION

techniques, it is up to the workrooms to research these and to use what best suits them.”

A key attribute of the window coverings industry is innovation, and solutions to cord problems are readily available.

Several manufacturers offer—and have offered for some time—cordfree lift systems, some of which operate like a spring roller. Other solutions and options are being made available, and from a variety of sources.

Innovation isn’t restricted to major manufacturers.

Workroom owner Mary Ann Plumlee, Workroom Association of America, and long-time installer John Kerst, have invented and developed a lift system that presents no exposed cords. Plumlee says the CK Lift was evaluated by the CPSC as “no risk of cord strangulation.”

It might take a little time, but the determination is there to get beyond this situation. It is another strong suit of the industry.

“Shades have always played an important part in our design and are one of our most popular features; however, the cord safety issue has discouraged us from incorporating fabric romans into our projects,” say Wakeman and Dyer. But they plan to meet the safety guidelines head on: “Learn, experiment and become fearless! Just like we all did with motorization,” they say.

Day is bringing safety concerns to the forefront. In August she will feature only 100 percent cord-free shades in some new product displays she is installing at a local furniture store.

Window treatments this versatile, functional and aesthetic won’t becooled so easily. Roman and roller shades are still on a hot streak. V

TOP: Susan Day uses a valance from a wood or faux wood blind to cover the roller, making her shades disappear when fully raised.

BOTTOM: Cheryl Draa pairs this fabric roman shade with a custom top treatment, just one of several ways to add pizzazz to these treatments.

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MARKET REPORT

A Profitable Growth Market

Roman and Roller Shades

By Howard Shingle

vailable in woven fabric, sunscreen, designer fabric, even COM, roller and Roman shades offer customers plenty of options. And, as value-priced functional window treatments, they offer designers and workrooms nearly unlimited creative freedom to embellish and customize.

These popular products also get a boost from current customer economic trends. “In the last six months we have seen a steady increase in sales, especially in the solar line,” says Leanna K. Samples, product development and marketing director at Castec. “I suspect it may have to do with the renewed interest in saving energy, and therefore,

the cost of keeping a home cool in the summer and warm in the winter.”

The biggest concern with roller and Roman shades is the cording. Major product suppliers have offered cordless lift systems and are addressing operating cords in various ways, with hints of more to come.

Light- and glare-filtering solar shades have been strong sellers for Castec. While they look simple, these treatments are actually design super-stars, helping to regulate the comfort of a room, protect interior furnishings, provide exterior views and give a finished look to the window.

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ABOVE: These soft, hobbled Roman shades are one of six design options in B&W’s line. The complete collection is available in more than 400 stocked fabric options, plus COM. BELOW: Persona roller shades by Comfortex featuring the bold Tango pattern from the Susan Sargent Collection gives this dining room serious style in a playful way.

“Each type of window covering in the entire B&W collection has been evaluated and tested to ensure complete compliance with the new safety standards. B&W has developed a patent-pending Safety Sleeve™ that completely encases and secures the rear cords of roman shades,” says Tom Perkowitz, director of marketing.

Greg Farr, senior vice president at RollEase, says the company’s commitment to child safety has resulted in several new products as part of its ChildSafe program. One new product is AudraGuard, a lift band system that eliminates dangerous cord loops. “It is a safer solution for Roman shades, including woven woods, and is compliant with WCMA recommended standards for safety,” Farr says.

latest child safety standards. We continue to innovate in this area and have a number of exiting, child safe developments in the works,” says Corina Santoro, a Comfortex product manager.

See the following page for a brief overview of some the Roman and roller shade lines available. V

“All Comfortex roller and Roman shades are in compliance with the WF-VISION.COM | JULY/AUG 11 | 33

B&W Window Fashions www.horizonshades.com 800-858-2352

Brands: Horizons™ Soft Treatments Fabric Roman Shades; Horizons Natural Shades Roman Shades; Horizons Natural Shades Twin Shades; Horizons Shades of Elegance Roller and Roman Shades Overview: Fabric roman shades offered in more than 450 designer fabrics, plus COM. Natural shades offered in over 150 top-selling weaves. Twin Shades offered in all patterns of the Natural Shades and Shades of Elegance roller shades line. Shades of Elegance offered in more than 200 fabric choices.

Greenguard Certified and Oeko-Tex 100 certified materials available Natural Shades are crafted from renewable resources.

Options: Cord lock, UpRight controls, patent pending Safety Sleeve™, spring roller and clutch roller.

Battery and AC- powered motorization, except for Twin Shades line.

Horizons products are warranted free from defects in materials and workmanship when properly installed in residential dwelling.

Castec Window Shading, Inc. www.castec.com 800-828-2500

Brands: Solar Solutions, Rollstar roller, Sunstar roman shades.

Overview: Approximately 200 special order items and 125 in-stock items available.

Options: Continuous cord operation, spring systems and cord and cleat system.

Complete offering of battery operated and hardwired systems. Three-year warranty.

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Comfortex Window Fashions www.comfortex.com 800-843-4151

Brands: Envision™ Roller and Roman Shades; Persona™ Roller and Roman Shades Overview: Envision offers over 140 fabrics, including a full range of light and privacy options including and sunscreens.

Polyester and polyester blends feature a variety of textures, densities and weaves. Roman shade line features flat and hobbled shade styles, designer metallic hardware, privacy liner and valance upgrades. Persona Roller Shades are available with company logos and the teams logos and mascots from Major League Baseball, National Hockey League and major colleges and universities. Eco-friendly GreenGuard certified materials available.

Options: Standard rectangular, cordless, cordless top down-bottom up, continuous cord loop, motorization on Roman shades. Somfy and Simplicity motors available. Limited lifetime warranty for residential, three years for contract applications.

Insolroll Window Shading Systems www.insolroll.com 800-447-5534

Brands: Insolroll Solar Screen; Oasis patio and exterior window shades.

Overview: A full range of solar screen fabrics, translucent fabrics, blackout fabrics and natural weave fabrics are available along with wide goods and high performance SilverScreen and EnviroScreen Options: SilverScreen and EnviroScreen outperform in heat reduction and glare control.

All products are compliant with child safety standards. Metal Select chain guides are beyond industry standard.

Motorization available.

RollEase, Inc. www.rollease.com 800-552-5100

Brands: R-Series, Skyline, Galaxy, Workroom System, AudraGuard, VersaRail, SafetyHold, SafetyHold2, EasySpring, Universal 5” Fascia, Cassette 80, Cassette 100, Round & Square Fascia, Universal Link System, Infinite Adjuster, and SafetyShroud Overview: Founded in 1980, RollEase has become the essential source of innovative and high-quality products and services for window covering fabricators. RollEase offers the industry's broadest line of proprietary operating systems and components, as well as other complementary products, allowing its customers to manufacture and offer the highest quality window coverings in the industry.

Options: Roller & Roman Shade Systems: Industry leader for high quality, clutch operated roller and roman shade systems.

ChildSafe® Program: Extensive line of products dedicated to Child Safety issues: AudraGuard Roman Shade Wide Lift Band System, SafetyHold2 bead chain tie down, EasySpring clutch free system, and SafetyShroud Roman shade lift cord shroud.

Fabrics: Alkenz® SunShadow Eco Friendly Solar Screen fabrics, exclusively available from RollEase, offer an extensive variety of colors, styles, and widths. RollEase is also a distributor of Mermet® fabrics. A cut-to-size panel program is also available in a select fabrics.

Motorization: Manufacturer of motorized accessories for multi-motor systems; including Somfy and ESI. Most recently introduced the SilentPin bracket and pin end system for Somfy starhead motors to reduce noise and friction.

Your Source For Quality Wood Shutters.

Inc.

www.exusshutters.com

• Exus shutters are made from 100% natural Basswood harvested and processed in North America.

• We are a quality focused company with reliable distribution throughout the country, making us an exceptional alternative to your current supplier.

• Exus offers a standard selection of 12 painted, 18 hand rubbed stain finishes and as a true custom product manufacturer we will also match any custom color .

• Large variety of inside and outside frames, café style, multifold and double hung panels, hidden tilter and hidden hinges are some of the many options available to you.

• Arches, eyebrows, French door cut-outs plus many other specialty shapes can be ordered without any need for templates.

• Make your customer presentation look professional with the Exus color and frame sample box, available at a low cost.

• Also introducing “The Pacific Woven Wood Collection”, a large selection of patterns, sold by the roll from our California warehouse, made from bamboo and grasses.

Order your sample books today!

WF-VISION.COM | JULY/AUG 11 | 35

14455 Ramona Ave, Unit D • Chino, CA 91710 • (877) 228-EXUS (3987) • Fax (909) 248-2298

2011 PRODUCT DIRECTORY Calhook um slat AL1 döfix alumin

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isten to ex Supplier rm of shangers, displays eas inand ur idhooks yo o sf tran ...for fabric samples and complete retail store equipment and supplies.

dofix No-Sew Inc. Marketer of the dofix system, a workroom system for making soft window treatments without sewing. Products are manufactured in Germany.

Kwik-Affiz Products KisS ™ child safe soft shade system with corded tunnel tapes attached to 5205 S. 231st Street, Kent, WA 98023, pre-spaced loops in Thread Thru Lin800/422-4665, e-mail: info@calhook. ing (patented) according to ANSI 2010 com, www.calhook.com safety requirements. Operational tunnel 1947 Ironway Drive, Sanford, MI 48657, tapes can be outside or inside between 989/687-7999, e-mail: shirleyb@dofix.com, es fabric and lining for a better look, works ad sh an www.dofix.com• Roidimng Panels ss Shades le rd Sl Co • best with our slimline track or similar fix dö nting system ed shades Panels • Swag mou The side track döfix Sliding or k. channel track systems. an loo p down • Sunrooms that operate to ntemporary, cle

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Cordless KisS system with inside lift bands guided by our Thread Thru LinHigh-end window treatment ing. The child safe solution for heavier Draperies.com turer döfix specializing in fabric treatments, No Sew, Inc. • 1947 Ironway Dr • Sanford, MI 48657 • Tel 800-962-8983; 989-687-7999 • www.dofix.com shades. Works best with our tubular solar shadings, custom roll shades, and Draperies.com is the manufacturer of chain lift or other similar systems. natural woven shades for both the resi- drapery hardware for the commercial, residential and healthcare industries. dential and commercial markets.

5942 Richard Street, Jacksonville, FL We carry all kinds of aluminum drap32216, e-mail: info@kwikaffix.com, 7531 Coldwater Canyon Avenue, North ery tracks, hardware and workroom 800/685-5945 Hollywood, CA 91605, 818/503-8300, findings. Visit us at www.draperies. fax: 818/503-8360, toll-free: 800/828- com, call 888/266-1238 or e-mail 2500, e-mail: sales@castec.com, www. info@draperies.com castec.com 8983 Call 800-962manufacrmation fo in e or m r fo

Comfortex Window Fashions The Comfortex complete line of cellular, Roman, roller and pleated shades, wood alloy blinds, plantation shutters, sheer window shadings, sunscreens and verticals are distributed in every state in the United States and in over 70 countries on five continents worldwide.

21 Elm Street, Maplewood, NY 12189, toll-free: 800/ 843-4151, e-mail: customercare@comfortex.com, www.comfortex.com

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Insolroll Window Shading Systems Insolroll Interior Solar Screen and Blackout Shades; Oasis® Patio and Exterior Window Shades; Digital Printing for Roller Shades Insolroll fabricates specialty roller shade systems for commercial and residential markets. Our prices are competitive.

We return contract quantity quotations within 24 hours, lead time on most orders is six working days and when you call us the phone is answered by a knowledgeable, helpful representative.

Our complete product line includes Oasis® Patio Shades and in-house digital printing on roller shades. Contact us at 800/447-5534 or info@insolroll.com

Ona Drapery Hardware Wholesale manufacturer of decorative iron drapery hardware. Products and services include name brand drapery hardware and decorative fabrics. We ship to all 50 states.

5320 E. Arapahoe Ave., Boulder, CO 80303, toll-free 800/231-4025, e-mail: karl@ onadrapery.com, www.onadrapery.com

SB2 Concepts A wholesale fabric distributor to the trade providing stock inventory for various roller shade fabrics. Blackouts, light-filtering, decorative and design fabrics. We are innovative, detailfocused and thorough with superior customer service. Brand names: Shaw of Australia, Lienesch, Sturge and Panoramic Creations.

1930 S. Rochester Avenue, Unit 117, Ontario, CA 91761, 909/937-0022, www.sb2concepts.com, e-mail: sales@ sb2concepts.com

Somfy TaHomA™ is an affordable and easyto-use system that allows users to save money through increased energy efficiency, to feel more comfortable in the home, and to experience the simplicity and enjoyment of total home automation. Please visit www.somfytahoma. com for more details!

Top Window Covering LLC Roller, Roman, Panel and Vertical Fabrics Satisfy your customers’ need for new with Top TwinLight Eclisse™, our true sheer, double shade. Contact us for more information on our TwinLight™ eco-friendly screen, decorative black out, roller-panel-vertical fabrics, and shade components.

Phone: 800/762-6211 or 616/394.9775, www.TopWindowCovering.com, e-mail: Randy@TopWindowCovering.com

Trend Fabrics Added to the Fabricut Family in 2006, Trend is made to accommodate designers’ and decorators’ more value oriented projects without compromising beauty, style, form or function. Trend encompasses product styles ranging from traditional to contemporary and is the comprehensive source for decorative fabrics, linings, trimmings and hardware at an affordable price.

918/945-3838, www.trend-fabrics.com, customers@trend-fabrics.com

U.S.A. World Plastics Verticals in a FLASH! Buy direct from USA Mfg—Legacy in plastics for over 25 years: embossed, wood grain, commodities, two-inch, custom cuts, components, piece program. Always in stock programs—guaranteed! Nationwide and Export. Fabricators get discounts on commodities. Always free samples, call 877/USA-9876 or email: samples@ usaworldplastics.com

Vertilux, USA Quality fabrics and components for window coverings. Manufacturer and distributor of fabrics and materials, aluminum coils and wood slats, machinery and tools. Brand names: Vertilux Collection, Vision, Rollux, Evolution, Louverlux, Louverwood, Bambu, Le Plisse, Touch of Wood, Bolero, Romance, Simplicity Motors.

Xentric Drapery Hardware Xentric Drapery Hardware is your onestop shop for custom, unique drapery hardware, featuring contemporary and traditional collections in wrought iron, wood, and glass. From finials, tiebacks and brackets to rods and rings, our quality products speak for themselves; custom bending rods available for most rod styles. Traversing systems and motorized options available. New customers get an extra 10% off first order.

Mention Promo Code: XEN10A Contact: 866/493-6874, e-mail: info@ myxentric.com, www.myxentric.com

Top Window Coverings Satisfy your customers’ need for new with Top TwinLight Eclisse™, our true sheer, double shade. For more information on our TwinLight™ eco-friendly screen, decorative black out, roller-panel-vertical fabrics and shade components, visit: www.TopWindowCovering. com, 800/762-6211, e-mail: Randy@ TopWindowCoverings.com

800/356-8837, 7300 NW 35th Terrace Miami, FL, 33122, www.vertilux.com

WF-VISION.COM | JULY/AUG 11 | 37

2011 PRODUCT DIRECTORY Amoré Drapery Hardware

SB2 Concepts

Amoré introduces the Bellagio Collection, creative metal-hardware designs to complement its classic rods, finials, crowns and medallions. Medium price points. Amoré Drapery Hardware is an important resource for professional designers and workrooms seeking high-fashion drapery hardware. Call tollfree for catalog/color chips.

Ultratab’s Impulse Welding Machine automatically folds and welds roller shades up to 157" wide. Ultratab is a manufacturer and global supplier of roller shading equipments. With over 30 years of experience working with window covering fabricators, Ultratab delivers quality and reliable equipments to effectively improve the workmanship and fabrication of roller shades. Other equipments include ultrasonic and pressure cutting table, hoist machines, double mast hoist, handheld welder, end-sealers and vertical slitters.

Service and Technical Support provided from California. www.sb2concepts.com (909) 937-0022.

Contact: 877/440-0123, website: www. amoredraperyhardware.com.

Verticals in a Flash!

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S

L S T ICE

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Fo r Th e N a t u r a l Wa r m t h O f P r e m i u m Wo o d S h u t t e r s , Solstice Is Preferred.

Solstice Features

Solid Basswood Shutters Beautiful Paint Colors Rich Stain Finishes Multiple Design Options

www.timberblinds.com 1.800.871.2051

Arches & Archtop Panels Patented Tilt Bar Connector Patented Clearview® “Hidden” Rear Tilt Lifetime Limited Warranty

www.vistaproducts.com 1.800.888.6680

www.centuryblinds.com 1.800.281.3013

www.fashiontech.com WF-VISION.COM | JULY/AUG 11 | 39 1.800.444.8822

EDUCATION

Create Irresistable E-mail Messages 10 Steps to More Effective E-mail Marketing

By Tamara Coalwell e’ve all seen the promises and offers to help us write marketing copy with guaranteed results or secrets that sell, but if these tricks really worked, all the ad agencies and copywriters would go out of business. The hard truth is that creating great marketing copy takes work, research and effort. The good news, however, is that writing from the heart gets results, and with practice it really does get easier. Here are a few tips to get started writing:

guishes you from all others. This is pivotal to creating your marketing strategy.

Know Your Target Audience Ask yourself, “Who actually buys from me? What are they like? How old are they? What motivates them?

What controls their decision to buy?” Getting these answers will help you create meaningful information for your customers.

For example, watch a Hallmark card commercial; they rarely speak about the greeting card. Their story line speaks about the emotions surrounding an event where you can give and/or receive a greeting card.

Know Your Product and Services I can hear it now, “Of course I know my business!” But do you know how your customers view it? Some people buy because it solves a problem. If so, your e-mails should address that problem and offer solutions.

Other people buy out of desire for something beautiful or unique. If that’s your customer, your e-mails need to focus on fanning the flames of that desire and positioning your business as the resource for ultimate satisfaction.

Ask yourself “Why do my clients want custom window treatments?” Review past client notes. Brainstorm. Write all ideas down, even the off-the-wall thoughts. These ideas are the beginning of your email marketing messages.

Position Yourself Once you’ve worked out your clients want window treatments, next you need to determine why they want them from you! Business is competitive; dig deep and ask yourself why someone should come to you instead of your competitor. What do you deliver that no else does? In any given market there are dozens of options for purchasing design services and window treatments. You can’t be just one in a crowd, you have to develop a position that distin40

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Create a Great Subject and Headline Use the information you’ve gathered in the first three steps to determine the top three reasons clients buy from you? Brainstorm and write down everything that comes to you. Appeal to emotions by asking questions that speak to the reason they came to you.

So, speak to the emotion of having new window fashions that enhance your home, the fun of inviting guests over for dinner, the festivities of the holidays, etc.

Personalize Your E-mail We all like being addressed by our names and it’s no different with e-mail. Personalize the email message based on past purchases, color selections, rooms completed, rooms to be re-decorated, etc.

Invest in Customer Relationship Management Software What is a Customer Relationship Management (CRM)?

It’s a software program that allows you to manage all customer information. This will save you time and increase profits by keeping all the details of your customers (and prospective customers) in one place. It will also keep track of their likes and dislikes, as well as their style, colors, rooms, etc. Most CRMs even allow you to customize the fields. In order to get the full benefits from a CRM, it’s important to learn and understand how to use it.

Create Lead Paragraphs That Pull People In Break out your paragraphs into a bullet list.

• Subtitle and select a complimentary font color for the beginning of each bullet…making it easy to read.

• Use the word “you” more than “we” or “I”. People don’t really care that much about how great you are; they care about how well you will meet their needs. By addressing them in the second person, you are unconsciously letting them know that they are the important ones, and in selling, that’s vital psychology.

Say it Early Time is precious; your viewers will scan the first few sentences or your paragraph headers. You only have a few seconds to keep them reading your message.

Create a Strong Call to Action People don’t know they are supposed to visit your web site to learn more about you. Ask them to visit your site. Ask them to call you. A call to action can be as simple as an invitation to your site. Create multiple links throughout your message.

Keep Email Message Short Reading e-mails on a computer monitor can be hard on the eyes. Most people scan messages. Keep your message short and easy to read with an effective use of white space and a bulleted list.V

Editor’s Note: We’re interested to hear about your most successful e-mail efforts, and we’d like to feature them in a future issue. Send examples of your most effective e-mails along with a brief description of your intentions and the results to susan@spacedowntown.com.

Tamara Coalwell, co-creator and co-owner of iEditWeb, Inc. has 14 years of experience in helping challenged business professionals with their internet marketing needs. With iEditWeb, Tami gives business owners the tools to tell the story their audience wants to hear and search engines love, resulting in increased web traffic. The suite of iEditWeb tools also provides the power and flexibility to allow for easier self-management of a website, significantly reducing or even eliminating webmaster fees.

CLOSER LOOK iEditWeb iEditWeb.com

Distributor of Quality Trimmings at Reasonable Prices

• Tassel Tie-Backs • Key Tassels • Cords • Chair-Ties

• Tassel Fringes • Bullions • Rosettes • Brush & Scallop Fringes

Golden Tassel, LLC

Farmingdale, NY Tel: 631/249-3023 • Fax:631/249-3027 Email: goldentassel@aol.com • Website: www.golden-tassel.com

WF-VISION.COM | JULY/AUG 11 | 41

2011 ENVISION DESIGN COMPETITON

For the first time with Ingenuity Workroom awards, publisher Grace McNamara instructed the judges to select the Workroom of the Year winner from the Ingenuity entries based on the scope of work submitted. Enjoy the results!

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LINDA TULLY CUSTOM COVERINGS WORKROOM OF THE YEAR SECOND PLACE, CURTAINS & DRAPERIES FIRST PLACE TOP TREATMENTS

WORKROOM STATEMENT, CURTAINS & DRAPERIES

Linda Tully was designer and workroom on this project. When entering the client’s Mediterranean style home, you enter this high-ceilinged room, which practically demanded an impressively-scaled window treatment.

Because there are no privacy or sun control issues with this sliding door window set, the treatment was designed to frame the windows, balance the high ceilings and add warmth and color to the room. A design concept was quickly agreed upon and the fabric selection of the tassel-tipped pelments set the tone for the rest of the design selections.

Tully wanted to make the floral stripe look like a tapestry fragment, so she framed a single row in gold silk and then repeated that accent color at the bottom of the panels. These flares accented with fabric choux were possible because the room featured very little furniture and the doors slide open with plenty of clearance behind the panels. The rope trim on the pelments and the tassels were then selected to coordinate with featured colors of gold, red and brown.

In order to install the window treatment so that the whole design flowed together, the swags and pelments were each on a single board, just small enough to fit in between the brackets that hold the iron rods up. The rods and brackets were installed first and the boards were mounted just behind the rods. The swags stay behind the panels and the flags get draped over the side panels (and over the highest rod as well). Tully tested all this by creating a mock up of the wall in her workroom. The client was amazed at the ease of the installation and that the finished look exactly matches the approved sketch.

DETAILS

CREDITS: Designer and workoom: Linda Tully, Custom Coverings, Peoria, Ariz.

Installer: James Fuller, House To Home Window Coverings Inc, Peoria, Ariz. Photography: Nicholas Spade, Nicholas Spade Photography, Tempe, Ariz.

SOURCES: Drapery and swag fabric: Pindler, Countess 9068 in Madeira. Pelmet border, flares and choux fabric: Pindler, Ming 9136 in Doubloon. Pelmet floral stripe fabric: Kasmir, Manor Garden in Maya Chocolate. Rope trim and tassels: Fabric Depot. Hardware: Helser Brothers Trifect finials and rods in Canyon WF-VISION.COM | JULY/AUG 11 | 43

2011 ENVISION DESIGN COMPETITON LINDA TULLY, CUSTOM COVERINGS FIRST PLACE, TOP TREATMENTS WORKROOM STATEMENT

This room, with its elaborate carved wood TV cabinet, features an exceptionally high ceiling and mismatched windows; two tall narrow windows flank the TV cabinet while another wall has a shorter, wider window.

The client requested a bold look that would complement the TV cabinet, and a design based on a curvy, asymetrical cornice was decided on. There were existing shades on the windows that the client planned to keep, so the tall windows were also designed with a stationary side panel that puddled on the ledge of built-in cabinetry.

Placing both the longer “leg� of the cornice and the side panel to the outside edge helps draw the eye out and add width to each window.

With that design determined, Tully worked up a sketch for the side window, where a much higher cornice would help add height and echo the shape of the TV cabinet. In order to lighten the look of the cornice, she suggested inserting a custom made Tableaux piece into the cornice. Once the concept approved, it was time to work out the details.

Tully added a swag to each cornice for softness but for the side window she wanted the swag to come out from behind the cornice and wrap the center of the Tableaux. Rope trim was chosen to edge each of the cornices and a beaded tassel fringe added to the swags. The final detail was nailhead trim to further accent the arch of each cornice.

Once the final sketches were approved, Tully drew the cornices to scale for her carpenter, along with a template of the niche for the Tableaux insert. She notes that the most difficult aspect of this pro-

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ject was determining the placement of the print on the cornices so that the windows that meet in the corner would pattern match and that the two tall windows would mirror each other. Finally, the niche for the Tableaux was covered with the solid panel fabric to best highlight the scrollwork.

DETAILS

CREDITS: Designer and workoom: Linda Tully, Custom Coverings, Peoria, Ariz. Installer: James Fuller, House To Home Window Coverings Inc, Peoria Ariz. Photography: Nicholas Spade, Nicholas Spade Photography, Tempe Ariz.

SOURCES: Cornice fabric: Pindler, Kira 9083 in Clove. Drapery fabric: Kasmir, Galatina in Ruby. Swag fabric: Kasmir, silk1040 in Caramel.

Rope trim, tassel fringe and nailheads: Fabric Depot. Tableaux: Helser Brothers, style 039, finish BG3.

WF-VISION.COM | JULY/AUG 11 | 45

2011 INGENUITY WORKROOM COMPETITON

JOANNA BRAXTON, BRAXTON DRAPERY DESIGN FIRST PLACE, COMBINATION TREATMENTS WORKROOM STATEMENT

An oil painting in the client's home office was the starting point for these window treatments: A bright red used for the flowers in the painting begged to be used elsewhere in the room. The client had already found the elephant fabric which featured touches of this red and was determined to use it for her window treatments. In order to spotlight the pattern but not overrun the room with elephants, Braxton suggested a stepped valance design, where the largest elephant was featured in a center panel that was set out 2 inches from the rest of the treatment.

The unique shape of the valances was accented by adding a 1-inch banding in a neutral color at the bottom and then outlining it with a micro-cord in the same poppy red color from the painting. The center valance was lined with the face fabric because the inside returns were visible from below, due to the 2-inch extension.

The top of each valance was finished off with two different types of crown moulding, faux painted to match the frame of the oil painting.

The panels underneath are operational, but the client also wanted something that would soften the bright light coming through the windows without having to close the draperies in the daytime. A custom roller shade in a natural weave fabric was chosen to coordinate with the ethnic feel of the room, with a decorative trim and tassel pull added to give a finished look.

According to Braxton, the greatest challenge designing for these windows was to make the two windows look identical even though one is a foot narrower. “Typically this would be easy to hide by extending the panels out on both sides of the smaller window,” said Braxton, “but unfortunately, the smaller window in this case butted up against the adjacent wall. Therefore, the treatment could only be extended out on one side, which meant that the treatment would not be centered on the window. The panels hid the wood trim around the window so the only evidence that the treatment was off-center was the lock on the window. The solution was to keep the roller shade pulled to the midpoint at all times to keep the lock hidden.”

DETAILS

CREDITS: Designer & Workroom: Joanna Braxton, Braxton Drapery Design, London, Ohio. Installer: Joanna Braxton, Megan Braxton. Photography: Megan Braxton. Woodcrafting: Joanna Braxton and Joe Burgess.

SOURCES: Valance fabric: COM. Panel fabric: Norbar. Crown moulding: custom by Joanna Braxton. Roller shades: B&W Window Fashions. Decorative trims: Robert Allen and Ronald Redding.

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2011INGENUITY WORKROOM COMPETITON

CATHERINE SCHULZ, SILK MOUNTAIN CREATIONS FIRST PLACE, CURTAINS & DRAPERIES WORKROOM STATEMENT

The challenge in this room was to maintain the architectural character of woodwork while giving the room a warm feeling and, according to the client, a “knock-out look.”

And, because each of the windows is actually a working French door opening onto a well-used pool/patio/entertainement area, the homeowners were adamant they did not want a great deal of the window covered.

In consultation with the design team, the concept of one continuous arched rod with arched top pleated panels was determined to be the best option. The hardware was to be minimal, with no brackets in order to highlight the woodwork and each arch’s keystone. As the concept evolved, the embroidered panel insert was added and, even later, the contrast color linen tucks were added atop the embroidered fabric. Then, well after fabrication was started, the tucks were added below the embroidered fabric.

Several mock-ups were made to determine the size and number of tucks, when, at this point, the designer decided that the center of the embroidered fabric should meet the bottom mullion of each window. Originally, the embroidered fabric was level with the floor and met the mullion requirement.

Then the designer decided she wanted to pull the leading edges up farther on the holdbacks (at 88 inches high) and she would let the embroidered fabric rise with it.

The long point of the panels at the center of each arch is 144 inches with about 5 inches on the floor for break/puddle. The arched top was constructed by template and then modified to add extra fullness between the pleats and to keep the embroidery even. The center panels are each five widths, while the side pabo side panels are half that. There are approximately 14,000 inches of stitching in the horizontal tucks with five rows of 1-inch tucks above the embroidered fabric and eight rows below. The center panels are each appoximately 100 pounds, which added an extra challenge to the construction and installation. To insure the installtion went smoothly, Schulz supplied a template to Helser Brothers for the hardware which guaranteed precise ring placement and assured everything would fit the space exactly as planned.

DETAILS

CREDITS: Designer: Julie Bova, Julie Bova Interior Design, Indianapolis, Ind. Workroom: Catherine Schulz, Silk Mountain Creations, Inc. Carmel, Ind. Installer: Mark Schulz, Silk Mountain Creations.

Photography: Armando Pellerano, Astra Creative Photography, Carmel, Ind. SOURCES: Solid drapery fabrics:Duralee, linen 32085 in Wheat and Camel. Embroidered insert fabric: Cowtan & Tout, Castello in Celadon. Drapery lining and interlining: Angels Distributing, Domette.

Hardware: Helser Brothers.

WF-VISION.COM | JULY/AUG 11 | 47

2011INGENUITY WORKROOM COMPETITON

DIANE PRESTON, DIANE’S INTERIOR CREATIONS FIRST PLACE, INGENIOUS INSTALLATION WORKROOM STATEMENT

The designers specified a faux-finished mini cornice with multiple moulding styles and decorative hardware, along with a creative way to pull back the stationary top panels to expose the contrasting lining, while functional draperies underneath would add privacy.

Attention to detail was critical in planning the wooden cornice; Diane Preston took measurements and made a detailed template. Because the cornice would extend to the outer edges of the bay, special consideration had to be given to the mouldings on the returns of the cornice, since they project out from the face and extended past the edge of the bay.

Preston laid out the template and cut the wood for all of the angles. Due to the size and transportation constraints, she decided to construct the cornice in separate sections, but unlike a fabric cornice where an extra swag or cording can be added to cover any gaps, this wooden cornice had to fit like a glove.

The cornice was hung first, and then joined together with caulking that was touched up with paint to minimize the seam. The finsihed sections of crown moulding for the returns were cut to the correct angle on site, while a flexible traverse rod was attached to the bottom of the cornice’s dust board for the functional draperies. The draperies were then hung and the stationary panels were attached to the back of the cornice face.

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A problem arose when attempting to close the draperies: the front of the pleats caught on the back of the cornice when they rounded the bay. After some trial and error the drapery hooks were pinned to the front of the pleats, thus making them sit back towards the wall. Finally the chains were draped from the fleur-de-lis hardware and attached to the stationary panels.

DETAILS

CREDITS: Designers: Jerome Farris and Miller Caudle, Peddler Interiors, Murfreesboro, Tenn. Workroom: Diane Preston, Diane’s Interior Creations, Murfreesboro, Tenn. Installer: B&B Metal Designs, Smyrna, Tenn. Photographer: Ambler Brown Photography, Knoxville, Tenn.

SOURCES: Fabrics and trim: Kasmir. Chain: Lowes. Fleur de lys: Ace Hardware. Paint: Sherwin Williams. Wood and mouldings: Trim Sales

2011 INGENUITY WORKROOM COMPETITON

KAREN BARNES THE ELEGANT WINDOW FIRST PLACE, SPECIALTY TREATMENTS WORKROOM STATEMENT

For this dramatic seating area the designer wanted a cornice that would unify the five windows and enhance the panoramic views of the city skyline.

When creating the template for the cornice, Karen Barnes immediately noted three key challenges: 1) Centering each arch over each window; 2) Guaranteeing a tight, smooth upholstered finish across the entire expanse of the cornice; and 3) Figuring out how to transport the cornice to the job site, as the finished size was 250 inches wide by 30 inches high.

After discussing the template with the carpenter, it was decided that a hinge in the center of the cornice would solve the transportation issue. The hinge allowed the cornice to fold in on itself, so that it would fit in the installer’s van and then be opened up at the job site. Otherwise the finished piece would have required a moving truck.

The cornice was upholstered in the "open" position and the fabric on the dust cap, as well as the facing on the bottom of the cornice, was split in the center in order for the cornice to be able to close. Barnes explains one of her other concerns: “A bowed cornice is challenging to upholster because one is not able to simply pull the fabric taught, securing the fabric to each side of the cornice and then stapling the fabric down at the top and the bottom of the box as is done on a straight cornice. Instead it is upholstered beginning from the center out, and you need to proceed very carefully, making sure the fabric is smooth and free of any wrinkles around the curved box.”

The banding was upholstered using the same method, with rope trim applied to set off the border and conceal any edging. The folded cornice was opened on site and the installation proceeded without any difficulties.

DETAILS

CREDITS: Designer: Teresa Ridlon, Ridlon Interiors, Tempe, Ariz. Workroom: Karen Barnes, The Elegant Window, Gilbert, Ariz. Installer: Dan Helser, The Taller Installer, Phoenix, Ariz.

Cornice carpenter: John Tomesek, Peoria, Ariz. Photographer: Ed Taube, Taube Photography, Phoenix, Ariz.

SOURCES: Fabric: Eastern Accents, Ashby FB6-64 in Raven. Banding: Eastern Accents, Prescott FB6-65 in Ink. Rope trim: Eastern Accents, PCD160.

WF-VISION.COM | JULY/AUG 11 | 49

2011 INGENUITY WORKROOM COMPETITON ANNA DAVIS, ANNA’S CUSTOM DESIGN SECOND PLACE, COMBINATION TREATMENTS WORKROOM STATEMENT

Inspired by a magazine photo, the designer on this project specified working Austrian shades topped by working drapery panels and intricately shaped pelmets. There were five windows that would all be treated the same, although some were specified in silk and others in velvet. And, there were three differently-sized windows to factor into the equation as well.

After taking detailed measurements, Anna Davis sat down with her Minutes Matter Studio program to draft the optimum scale for the treatments relative to each window size. Once all those details were finalized with the designers, she created her patterns and did a full mock-up of the design using lining.

Pleased with the results, she proceeded to work on the silk draperies and pelmets.

“I decided to use Skir-tex on the inside as a stabilizer to achieve the 50

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soft, smooth, thin look that I wanted on the pelmets,” said Davis. And, again both Davis and the designer were very happy with the results.

But production hit a snag when Davis began working with the velvet.

The velvet bunched and puckered that Davis ended up hand-sewing all three velvet pelmets.

The final step was applying a small cord 1 inch from the outside edge of each pelmet, where she used tiny drops of Rowley’s fringe adhesive to secure the cord. Although Davis confesses the job took far more time than estimated, she feels it’s one of her proudest professional accomplishments.

DETAILS

CREDITS: Designer: Phillip Suits, Landy Gardner Interiors, Nashville, Tenn. Workroom: Anna Davis, Anna’s Custom Design, White House, Tenn. Installer: John Davis, Anna’s Custom Design. Photographer: Anna Davis.

SOURCES: Silk fabric for draperies and pelments: Fabricut. Austrian shade fabric: Fabricut. Velvet fabric for draperies and pelmets: Schumacher. Trim cord and tassels: Samuel & Sons. Lining: United Supply. Austrian shade tape: Do-fix. Fringe adhesive: Rowley. Skir-Tex: Joyce Holt

SECOND PLACE, INGENIOUS INSTALLATION WORKROOM STATEMENT

For a seemingly straightforward job, this project turned out to be a bit tricky. The customer had a home entertainment room and wanted theater-style drapes created on each side of the TV area to cover two doors on the main wall. So, instead of starting with the design, Tina Fontana first had to consider several issues in order to make this wall-to-wall installation work–including how to cover two functional doors.

The issues were: 1) a valance that would span the 216 inches across the entire wall, meeting the ceiling but not dropping down far enough to cover the surround sound speakers; 2) the impossibility of installing anything from the ceiling, as it was ceiling tile; 3) The crown moulding on the installation wall; and 4) working panels to cover and clear the doors to the storage rooms.

Fontana realized she’d have to board-mount the valance below the crown moulding, but construct the valance so that it appears to be mounted from the ceiling. It also had to be mounted with enough clearance for the draperies underneath. Fontana explains: “This sounds complicated but I mounted my valance board 6 inches down from the ceiling due to the crown moulding and 6 inches deep for the draperies underneath. I then added a fascia board 5.25 inches tall to the top of the mounting board which would make my finished height.”

The fascia board allowed Fontana to staple the valance to the front and achieve the ceiling mounted look and height plus it provided added stability. For ease of delivery and installation, the boards were cut into two widths of 108 inches each. The 216-inch valance, plus returns, covered two tables in Fontana’s workroom. Because the clients were providing their own drapery panels, Fontana had to take them apart to make the valance, and then rejoin and repleat them to get the necessary finished width of 60 inches for each panel to cover the doors. Because the speakers could not be covered, another single-width panel was placed to fill in the wall and better frame the television.

Fontana credits her installation knowledge that helped her understand the range of issues facing this project. This allowed her to work out problems beforehand, and meant not having to adjust while on the table or at the actual installation.

DETAILS

CREDITS: Designer, workroom and installer: Tina L. Fontana, Fontana Designs, LLC, Crofton, Md. SOURCES: Drapery and valance fabric: COM. Beaded trim: COM. Lining: Angels Lining.

Drapery hardware: Kirsch regular duty rods. Workroom supplies: Rowley.

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2011 INGENUITY WORKROOM COMPETITON

TINA FONTANA, FONTANA DESIGNS, LLC

2011 INGENUITY WORKROOM COMPETITON

BILL CRICK, B AND B METAL DESIGNS SECOND PLACE, (TIE) SPECIALTY WINDOWS WORKROOM STATEMENT

Most of us think of top treatments as fabric, but not on this project! In this dining room, three wonderfully proportioned arched windows look out over an amazing vista. The designer had chosen a scrolling ivy pattern for the drapery panels and the coffered ceiling was being finished with complementary stencils. To complete the design theme, he envisioned an ivy cornice crossing the entire window wall, following the shape of the arches, with stationary panels framing each window.

The finished cornice would end up being 14 feet wide so, given the weight of piece, it was fabricated in two parts, designed to look seamless when installed. Measurements needed to be meticulous to follow the curve of the arches, determine the location of support studs in the drywall and ensure for the correct placement of the drapery panel.

The next step was to gather materials and make a plan for fabrication. The designer chose a cast iron 31" x 8.35" ivy leaf from King Metals, which would help keep the costs down because the B and B team wouldn’t need to create the cornice one leaf at a time.

We had to determine how many pattern repeats of the scrollwork sections would be needed and then lay them out according to the template.

We then moved the ivy leaves around from place to place, working to achieve the best possible look and aiming for seamless blend from one section to the other. Once this was determine and all elements welded in place, the cornice was cleaned, primed and painted.

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Crick recalls being a bit anxious on installation day, wondering if everything possible had been addressed to avoid any issues. The stationary panels were hung from curtain rods, then the iron cornice was mounted over them. Fortunately, the installtion was troublefree and the designer was thrilled that everything worked together flawlessly.

An unexpected design benefit is that the ivy scrollwork creates an interesting shadow effect on the wall behind the cornice in the evenings, enhancing the depth and beauty of the treatment, much to the delight of the designer and the client.

DETAILS

CREDITS: Designer: Jerome Farris, Jerome Farris, Peddler Interiors, Murfreesboro, Tenn. Workroom: Diane Preston, Diane’s Creative Interiors, Murfreesboro, Tenn. Installer: Bill Crick, B and B Metal Designs, Smyrna, Tenn. Photographer: Barbara Crick.

SOURCES: Ivy leaves: King Metals. Cornice fabrication and finishing: B and B Metal Designs. Drapery fabric: Kasmir, Balfern in Gold. Drapery hardware: Kirsch. Paint: Modern Masters/English Brown

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2011 INGENUITY WORKROOM COMPETITON

PEGGY MORGANS, PARKWAY WINDOW WORKS SECOND PLACE, SPECIALTY WINDOWS (TIE) WORKROOM STATEMENT

The concept for the window treatment in this exquisite dining room was a detailed, formal design that complemented the beautiful trim work, Lincrusta wall coverings and crystal chandeliers. The designer specified multi-layered swags, jabots and panels using a silk, a sheer and two different bead trims to give the window treatment depth and interest comparable to the architectural elements in the room.

The design details were challenging on their own, but the unusual window required the workroom to use every tool in their arsenal to engineer a solution that looked effortless and cohesive. The specialty window was a double window with a single arched transom. The treatment had to mask the unique shape of the window while highlighting the decorative corbel in the center of the arch. Adding to the complications was the crown moulding under the soffit that bumped up directly to the moulding surrouding the arched transom.

Peggy Morgans realized that the key to solving all the challenges posed by this project was to build a frame from which all the treatment elements would hang. She built a frame of straight sides with an arched center, adding a fascia board that extended above the mount board which allowed the swags to appear as if they were mounted directly to the soffit and along the edge of the arch. The top of the arch was formed with wiggle board. Notched right-angle pin strip was attached to the underside of the frame to mount the panels and sheers.

Morgans credits two invaluable tools for helping her complete this project with minimal complications. “With Minutes Matter Studio de54

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sign software I created an elevation drawing to ensure proper scale and proportion. The specifications for each element (swag width and drop, etc.) were taken directly from the rendering,” she said. “The swag patterns were drafted using the mathematical method for teardrop arched swags and center arched swags from Ann K. Johnson’s book The Professional Workroom Handbook of Swags, Volume II,” she continued.

The silk swags were French blackout lined and the silk panels were interlined to prevent shadowing from the single transom window. The bead trim on the sheers was sewn by hand to cover the satin lip and prevent puckering. Lastly, the center sheer swag was fabricated with hook-and-loop shirring tape and installed around the corbel.

The end result is exactly as the designer and homeowner envisioned with two unified window treatments as detailed and beautiful as the room in which they hang.

DETAILS

CREDITS: Designer: Bev Dyminski, Bev Dyminski Interior Design, Pittsford, N.Y. Workroom: Peggy Morgans, Parkway Window Works, Pittsford, N,Y. Installer: Mike Haddad, Mike Haddad Installations, Fairport, N.Y. SOURCES: Drapery fabric: Fabricut, taffeta silk in sky. Sheer fabric: Trend, 1186 in Champagne. Drapery trim: Duralee, 7241-72. Sheer trim: Bargia, Avignon. Drapery linings: Angel's Distributing, Premiere Sateen, in Pale Ivory; Western Heavy Flannel in White; Diamond Sateen in Black; Hanes Apollo Dimout in Beige.

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2011 INGENUITY WORKROOM COMPETITON

JOANNA BRAXTON, BRAXTON DRAPERY DESIGN SECOND PLACE, TOP TREATMENTS (TIE) WORKROOM STATEMENT

The theme for this nursery is the famed Regency-era Crystal Palace, reimagined for a princess. Since the client is Joanna Braxton’s niece and the room was created for her great niece, lots of love went into the thought, planning and creativity of this design.

The light grey carpet and wall color already existing in the room served as the starting point. The pale pink was then chosen to complement a recently purchased crystal chandelier. With the color decisions set, Braxton worked up a design, both for the crib and the room’s two windows, which are located side-by-side with no trim and only five inches between them. Braxton chose to unite the windows into one unit so the top treatment could have more of an impact.

In addition to side panels, Braxton fabricated a center panel to hide the wall space between the two windows and an arch top to add height and interest. A grey satin was chosen as the main fabric to blend with the grey walls with pink satin for the swags, jabots and floral accents. For additional emphasis, flexible rope moulding was added to follow the shape of the top arch while acanthus leaf composite pieces where heat-shaped and set to wrap around the moulding.

To continue the soft pink color of the jabots across the wide expanse of the arched pelmet, hand-crafted fabric roses were applied on the bottom arches in the center of each window. Pink gem-cut faceted beads were strung with tiny silver seed beads in between and gracefully draped from each rose.

The shape of the jabots was inspired by a Jackie Von Tobel design with a twist of leaves at the top. The silver leaves were created by fusing two layers of the grey satin fabric together and then die-cutting them from a custom-made shape.

Tiny, hand-formed fabric roses clustered below the leaves. Delicate white tassels were added below the jabots and on the points of the window pelmet. Pink crystal beads were hand-strung and attached around the skirt of the tassel and a white round faceted bead added above the tassel.

For extra emphasis on the uniquely shaped pelmet bottoms, a half-inch contrast band was carefully constructed and applied. A rattail cord was inserted in between the band and body of the pelmet and also below the band. These design elements were also recreated for the corona that hangs above the crib, with the addition of a pleated sunburst inside of the corona with a rosette center mimicking the tiebacks of the panels. A custom-made mobile hangs from the center of the rosette.

DETAILS

CREDITS: Designer, Workroom and Installer: Joanna Braxton, Braxton Drapery Design, London, Ohio. Photographer: Megan Braxton, Westerville, Ohio. Leaf design and die-cutting: Nate Braxton.

SOURCES: Fabric: COM. Crystal Beads: Bead Treasures. Rope Moulding: Zago.

Composite applique pieces: Decorators Supply Corporation.

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2011INGENUITY WORKROOM COMPETITON

Olga Polyanskaya, Drapery Expressions and Blinds SECOND PLACE, TOP TREATMENTS (TIE) WORKROOM STATEMENT

The inspiration for this office window treatment came from the fabric. A year earlier Olga Polyanskaya had used this same fabric in a “Parade of Homes” job, fell in love with it and started looking for an opportunity to incorporate it into another design project.

When a home office project needed a window treatment with bright colors, a bold pattern and an orange/brown color theme, Polyanskaya knew she had found a match. It may seem like a big statement for a home office, but it’s exactly what the room needed.

Given the proporations of the room and the windows, Polyanskaya desicded to treat the windows with three separate but related cornices. “One wide cornice would have thrown everything off,” she said, “because the width of the cornice would have been greater than the height of the ceiling.” By giving some “air” around the individual cornices, the ceiling isn’t visually lowered by a heavy horizontal line.

Stationary side panels are accented with 4-inch vertical banding made from the cornice fabric.

These frame the windows, adding a pop of color and pattern without appearing overwhelming.

Horizontal blinds were already in place for light control and privacy.

DETAILS

Credits: Designer and workroom: Olga Polyanskaya, Drapery Expressions and Blinds, Colorado Springs, Colo. Installer: Grigoriy Polyanskiy, Colorado Springs, Colo. Photographer: Grigoriy Polyanskiy Sources: Drapery fabrics: Kravet, 26115.86.

Cornice fabric: Wesco Fabrics, Wes Granger, in Copper

Polyanskaya also wanted to incorporate some type of black ironwork into her design to tie in with the light fixture iron design and complement the furniture. However, a very tight budget preculded any custom metal work. Instead Polyanskaya set herself the challenge of trying to find something readymade that worked. After scouring home design stores and websites, she finally found two complementary patterns that would work as cornice inserts, allowing her to create a finished design with a bold, graphic style that works perfectly with her much-loved fabric.

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WF-VISION.COM | JULY/AUG 11 | 61

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What’s COLOR AND DESIGN TRENDS FROM ACROSS THE GLOBE: In our next issue we’ll feature color, print and design forecasts from fall European shows, leading forecasting companies and related industries. It’s one of our most popular issues of the year and you won’t want to miss it! Shown is an example of one of PrintSource’s top 10 pattern trends for 2012/2013, “Big Blooms” represented here by artwork from Bernini Studio.

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