Window Fashion VISION March + April 2019 by Window Fashion Vision Magazine

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The SHOW ISSUE! Welcome to IWCE’S DEBUT in MUSIC CITY

MOTORIZATION:

VOLUME 40, ISSUE 2 MAR + APR 2019

NOW and INTO the FUTURE A Primer on VOICE ACTIVATION Increasing Sales of MOTORIZED TREATMENTS Feel More at Home with AUTOMATED TREATMENTS–By Installing Them in Your Home

A NEW PROFIT CENTER FOR DESIGNERS: BECOME a HOME STAGER

TRENDING EMBELLISHMENTS

for WINDOWS and

HOME DÉCOR

Dual shades made with Phifer’s SheerWeave® blackout and solar shade fabrics give you total control over the sun, even as your needs change throughout the day. Whether the goal is total light blockage and privacy or managing solar heat and glare, SheerWeave has you covered.

International Window Coverings Expo 2019 March 8-10 | Ryman Exhibit Hall C1 & C2 | Booth #301 Gaylord Opryland Hotel - Nashville

CONTENTS volume 40, issue 2

contents INSIGHT 14 | Google My Business: The Free Marketing Tool You Must Leverage

Improve the way your business shows up on search engines with a few simple steps. by Welton Hong

16 | Dust Off Your Business Plan

A business plan is only as good as the effort you make to implement it. A quarterly review will keep you meet your goals. by Gail Doby

18 | See Your Name in Print: How to Get Your Work Published

Getting rooms you’ve styled on the pages of your favorite magazines is increasingly tied to having high-quality photographs. by Kathy Wall

20 | Are Trade Shows an Expense or an Investment?

Get the most out of your trade show experience by going prepared, sticking to your plan and doing quick follow-up. by James Holloway

22 | Building a Team as a Solopreneur Leads to Success

You can’t and shouldn’t do everything, so building a team will help your small shop expand its capacity. by Kathryn Dillon

24 | Quick, Easy and Painless

Incorporate these three ideas into your sales presentations to see better success. by Jason Zullo

IWCE 26 | Setting the Stage for Success

Everything you need to know about the International Window Coverings Expo, including a conference schedule, list of Construction Zone workshops and other highlights.

Window Fashion Vision | 3

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PULL Manual override with pull control

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VOICE Connect with smart speakers

WIRELESS Cable free installation

LI-ION Integrated lithium-ion battery

USB Rechargeable with micro usb

are super easy to install and operate, to advanced solutions for commercial buildings, MOTION offers the perfect motorization for any requirement.

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CONTENTS volume 40, issue 2

contents INDUSTRY 32 | Customer Service and Motorized Window Coverings 101 These are the most important areas to cover when selling motorized shades to customers. by Roger Magalhaes

34 | Getting Started with Voice Activation

Operating blinds and shades with vocal commands is one of the fastest-growing subsections of motorization. How does it work, and what do you need to tell customers about it? by O’D McKewan

36 | A Guide to Specifying Motorized Window Coverings

Follow these four steps to get great results for your clients. by O’D McKewan

38 | The Past, Present and Future of Motorization A look at current and future trends in this exploding sector of the window coverings industry. by Gail Gutsche

48 | Navigating Motorized Window Treatments Strategies to sharpen your motorization skills and become more comfortable with this new technology. by LuAnn Nigara

66 | Staging: Marketing with Eye Appeal Staging has become one of the hottest niches of the industry and can be a great addition to any business. by JoAnne Lenart-Weary

INSPIRATION 50 | Finding and Sharing Joy Through Design Lorna Gross-Bryant’s diverse life experiences help her design distinct, personal spaces for a wide range of clients. by Sophia Bennett

58 | Trending Embellishment Get a look at the embellishments trends sweeping the design industry. by Jana Platina Phipps

FIXTURES 10 | Grace Note | A word from our publisher 12 | Letter from the Editor | Looking forward to IWCE 2019 in Nashville

A U T O M AT E ™ YOUR SHADES

rolleaseacmeda.com/us/products/automate USA | AUSTRALIA | EUROPE

32 years of window treatment inspiration

WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com Editor -in-Chief | Sophia Bennett sophia@wf-vision.com Creative Director | Nichole Day nichole@wf-vision.com Industry Liaison Editor | Gail Gutsche gutsche@wildrockies.org Copy Editor | Maude Campbell maudedotycampbell@gmail.com

Go to Facebook.com/wfviwce for magazine & show updates.

Keep up with all the IWCE news @IWCEVISION.

Circulation + Marketing Director/WFCP Director | Anne Bild anneb@wf-vision.com Logistics Coordinator | Samantha Banker samantha@wf-vision.com 32 years of windo w treatment inspir ation

Controller | Heather Bradley heather@wf-vision.com

The SHOW ISSUE! IWCE'S

Competition Coordinator competition@wf-vision.com

Welcome to DEBUT in MUSIC

SALES AND MARKETING

Vice President, Sales + Marketing | Susanne Young susanne@wf-vision.com

CONTRIBUTORS IN THIS ISSUE

Sophia Bennett, Kathryn Dillon, Gail Doby, Gail Gutsche, James Holloway, Welton Hong, JoAnne Lenart-Weary, Roger Magalhaes, O’D McKewan, LuAnn Nigara, Jana Platina Phipps, Kathy Wall, Jason Zullo

DESIGNERS FEATURED IN THIS ISSUE

Jennifer Assetto, Kim Ausbury, Joké Durojaiye, Lorna Gross-Bryant, Lisa Kahn, Natalie Kraiem, Sarah Montgomery, Elizabeth Scruggs, Justine Sterling, Michelle Upshaw, Sarah Walker, Virginia Youngblood

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com Window Fashion Vision magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved. Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4756 Banning Ave, Suite #206, White Bear Lake, MN 55110-3206.; Tel 651/330-0574; Fax 651/756-8141. Visit our website at www.wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion Vision, PO Box 15698, North Hollywood, CA 916155698. 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 © 2018 by AIM Communications, 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. May+ June 2018, Volume 39, Issue 3.

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2 MAR + APR 2019 VOLUME 40, ISSUE

Digital Marketing Manager | Ania McNamara ania@mcnamaramarketing.com

CITY

MOTORIZATION:

NOW and INTO the

FUTURE

A Primer on VOIC E ACTIVATION Increasing Sales of MOTORIZED TREATMENTS Feel More at Hom e With AUTOMA TREATMENTS - By TED Putting Them in Your Home

A NEW PRO CEN TER FOR DESIGNFIT ERS:

BECOME a HOM

E STAGER

TRENDIN EMBELLISHMENTGS for WINDOWS

and

HOME DÉCOR

MARCH + APRIL 2019 VOLUME 40, ISSUE 2 On the cover: Elizabeth Scruggs with Superior Construction and Design in Lebanon, TN, designed this room, which includes dramatic curtains on the twostory windows and motorized blackout shades. Drapery workroom: Michael Eszol, Michael’s Cover Up, Lebanon, TN. Panel fabric: Magnolia Fabric. Pattern: Viva Gray. Shades: Graber. Motorization: Somfy. Hardware: Select three-inch rods and end caps. Photo credit: Emily DeSimone, Sqft Nashville, sqftnashville.com

WELCOME grace note

The exhibit hall opens Friday evening from 6 to 8:30 p.m. with a Gala Celebration including great live music, drinks and snacks. Visit your favorite exhibitors and discover new suppliers in this fun, casual setting! Plan for a BIG day on Saturday, March 9! Exhibits will be open from 9 a.m. to 5 p.m.. There will be hundreds of new products and live demos, plus don’t miss the Construction Zone, which is back by popular demand. Keynote speaker Genevieve Gorder will be in the ballroom at 4 p.m. The Design & Workroom Awards Gala (sponsored by Kirsch) will be at 5:30. Grand Finale on Sunday, March 10! Exhibits will be open from 8 a.m. to 1 p.m. Wrap up your IWCE experience with a complimentary power panel of speakers to help you identify top takeaways from the show. It will be on the Exhibit Hall Stage. Also, don’t miss our cowboy boot contest. Strut your favorite boots and be entered into a drawing for a gift certificate to a renowned

Grace Note Well, my bags are packed and the only question left is which pair of cowboy boots I should bring along. Or maybe I’ll bring all three pairs as that’s what I’ll be wearing at the International Window Coverings Expo in Nashville! I’m really excited to host IWCE in such a unique city and location—a

artisan boot maker! (You can also enter by posting a picture of your boots to Twitter or Instagram with the hashtag #IWCENashville.) I’m really looking forward to reconnecting with many of you. It will be the best gift you can give yourself and your business. And if you really can’t make it, check out our tweets, live Facebook coverage and the next issue of Window Fashion VISION!

first for IWCE. We wanted to take advantage of the flavor of Nashville and the fact that the show will be over the weekend, so I’d like to point out some new elements. Don’t miss Friday, March 8: All-day seminars and Grand Opening Party! Seminars will be held all day on Friday, March 8, ending with a complimentary panel of Nashville designers, which will then lead you to the Grand Opening in the exhibit hall.

10 | wf-vision.com | Mar + Apr 2019

Grace McNamera Publisher grace@wf-vision.com.

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WELCOME letter from the editor

y the time this issue lands in your hands, many of you will probably be packing your bags and briefcases in preparation for the International Window Coverings Expo (IWCE) in Nashville. I can’t wait to walk

the aisles, hear Genevieve Gorder speak (don’t forget to buy your tickets!), congratulate the winners of this year’s Design & Workroom Competition Awards and meet with more subscribers. IWCE is the place to learn about what’s new and exciting in window coverings. Right now the big thing that’s shaking up the industry is automated blinds and shades, which are in high demand among nearly every demographic group. That’s why we decided to take a deep dive into motorization in this issue. Check out articles from O’D McKewan, one of the top experts on motorization, who provides a fascinating look into how

silks! Color expert and IWCE speaker JoAnne Lenart-Weary is back on page 66 with another great article, this time on accessorizing or staging a room. And I had the pleasure of interviewing interior designer Lorna Gross, a Washington, D.C.-area professional who has an interesting backstory and a keen eye for how to use window coverings to dress a room. Don’t miss her story on page 50.

voice activation works on page 34, and Roger Magalhaes, who

I expect to bring plenty of story ideas back from IWCE, but I’m

gets into the nitty-gritty of how to sell motorized coverings

also open to your feedback about what you’d like to see in the

on page 32. The wonderful LuAnn Nigara also shares how she

magazine. Drop me a line anytime—or look me up when you

stopped feeling intimidated by motorized blinds and was able

arrive at the Gaylord Opryland Resort and Convention Center

to sell more of them (check out her piece on page 48).

in Music City.

The expo isn’t all about smart speakers and hubs and other

Best wishes,

wiz-bang technology, of course. We hope you’ll come away feeling inspired by the many new fabrics, trims, hardware pieces and drapery designs you’ll see. Get a glimpse into the softer side of the show with Jana Platina Phipps’ preview of her workshop “Trending Embellishments” on page 58. It will leave you aching to touch all of those beautiful velvets and

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Sophia Bennett Editor-in-Chief sophia@wf-vision.com

LIVE LIFE IN COLOR

www. c o m f o r t ex . c o m

V i s it u s a t I WCE Bo o t h 101 Window Fashion Vision | 13

INSIGHT business coaching

Google My Business: The Free Marketing Tool You Must Leverage Improve the way your business shows up on search engines with a few simple steps BY WELTON HONG

f you’re not actively managing the Google My Business page for your window coverings firm, you’re losing out on free online marketing opportunities. This tool lets you manage business information that appears across Google, interact with customers and expand your marketing reach through search.

When people search online for window treatments or related products and services, Google wants to serve up the most relevant pages and businesses. That includes search results pages, where sites are ranked according to relevancy to what the person is searching for.

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But it also includes business listings on various Google properties, including Local 3-Pack and map results. The 3-Pack displays three relevant businesses in a box above organic search results when users search for goods or services. For example, if a homeowner in Miami searches the term window blinds, the results will include a map of Miami showing where the first three relevant businesses are located. That’s prime real estate for search results, so how do you ensure your business makes the cut? Your Google My Business (GMB) page is a big factor.

What Is Google My Business? Known as GMB for short, it’s a free tool that lets you manage your business’s presence in search and Google Map results. After you claim your GMB profile, you can edit information such as your business name, address and hours. You also can add photographs to make your listing stand out, a business description to increase the SEO value of your profile and short posts to keep your audience engaged.

Information displayed to searchers on your GMB page also includes a link to your website, your business type, popular times to visit your location (if applicable) and your overall review star rating. At a glance, internet users will see enough information to make a first-level decision about your company. Are you worth their time and effort? Should they call you or click through to your website, or should they move on to your competitor? With this much power in a single profile, you don’t want to leave management of the information to chance. Also, because Google reviews are housed on your GMB page, claiming your profile lets you monitor—and respond to—what people say about your brand. That’s a powerful free benefit of GMB, because it provides opportunities to turn negative interactions into positive ones or report false reviews to Google and potentially have them removed.

Other Benefits of GMB Aside from control over your business information and marketing message, claiming your GMB profile and remaining active on it has other benefits. Here are just a few: LEGITIMIZE YOUR BUSINESS. When you actively update your page and respond to reviews, you create legitimacy for your brand. Consumers see that you’re an active local business, which means it’s worth contacting you or looking into your services. They also see that you care about customers and are willing to take time to ensure they receive a satisfactory outcome. INCREASE SEO VALUE. Adding content to your GMB page increases its SEO value. That means it’s more likely to appear in search results, specifically in that prime position up top. But it might also improve the position of your actual website in the listings. INCREASE CONVERSION RATES. Ensuring your GMB profile contains actionable, accurate and useful information drives up your conversion rate. Including walking or driving directions, for example, might prompt mobile searchers to visit your business immediately after searching.

GMB also has a booking feature, letting you automate appointment setting so clients can schedule or request consultation times from your listing.

How to Leverage GMB The first step to leveraging free marketing on Google is claiming your GMB page. You can start the process at business.google.com/ add. (Or just search Google for “Google My Business.”) Once you’ve logged in, search for your company to find its existing profile. Google will then walk you through the process of claiming the profile and verifying your business. Depending on your business type, Google might allow verification via a PIN it sends by phone, email or postcard. In some cases, Google might require additional information via phone or email to verify that you’re the owner or authorized representative of the business listed. Once you claim your profile and are able to manage the information on it, take a few steps immediately.

ed elsewhere on your GMB page. Look at and respond to your reviews. Thank people for positive feedback and let them know you enjoyed making their windows more functional and/or beautiful. Reach out to those who left negative feedback to see whether you can resolve the issue. If not, leave a public response that politely and professionally explains your perspective on the issue. Once you’ve started working on your GMB page, don’t stop. It only takes a few minutes here and there to monitor reviews, ensure information stays updated and create a short GMB post. These posts are similar to social posts, and you can use them to alert consumers to specials, events or new product offerings. Ultimately, the marketing power of your GMB profile is in what you do with it. But you can’t wield any of that power if you don’t act and claim your listing. z Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line.

Make sure everything in your listing is accurate. It does you no good to work on content in your GMB profile when the link to your website or the provided phone number lead interested consumers astray. Also, consistency in your NAP info (name, address, phone number) is absolutely critical to receiving all of the SEO juice you can for ranking purposes. Everything must match up exactly. Write a compelling business description for your profile. Click on “Info” in your GMB profile and scroll to the section “Add business description.” Google lets you write up to 750 characters, including spaces. Depending on which words you use, that’s going to net you between 200 and 400 words. I recommend sticking to basics and including a brief overview of your business or services, along with a few things that make you unique.

Join Welton at the International Window Coverings Expo on March 8 to 10 for the workshops “Five Online Basics You Need to Know,” “It’s a Mobile World” and “A Website Is Not Enough.” RingRingMarketing.com Facebook: RingRingMarketing

Remember that Google doesn’t allow any links or HTML coding in the description. That’s OK because your website link is includWindow Fashion Vision | 15

INSIGHT business coaching

Dust Off Your Business Plan A business plan is only as good as the effort you make to implement it. A quarterly review will keep you on track toward meeting your goals BY GAIL DOBY, ASID

ere we are, nearly one-fourth of the way through the year. When was the last time you consulted your business plan? Chances are it was last December or January. If that’s the case, now is the time to take it out and review your progress to date.

“Effective leadership is putting first things first. Effective management is discipline, carrying it out.” – Stephen Covey

At the very least, you should conduct a formal review of your business plan at the end of each quarter. I strongly recommend doing a weekly check-in on your personal business goals and performance and a monthly review of your revenue, cash flow and marketing goals. The quarterly review is an opportunity to take a step back and look again at the big picture of how your business is performing.

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GATHER INFORMATION AND SET A DATE. Schedule a reminder on your calendar for about a week or so after the end of the quarter to gathering the data you will need to review your progress. This will include information from your bookkeeper or accountant, staff and/or freelancers and consultants, and possibly vendors and service providers. At the same time, set a date for the review meeting and confirm with those who need to attend. Choose a time and place where you will not be interrupted or distracted. CREATE AN AGENDA. A quarterly review involves more than just taking your business’s pulse. You want to do a deep dive into the essential areas of your business plan, such as revenues, profit, cash flow, marketing, client acquisition and retention, current and committed projects, and any operational and growth goals you set

for the year. Create an agenda that specifies who is responsible for presenting the data in each area to ensure that nothing is overlooked and the meeting stays on track. CHART YOUR PROGRESS. Your quarterly review should begin with comparing your performance to date against the goals, milestones and measures you set in your business plan. Identify areas that may have been neglected due to other, more immediate priorities or that are lagging behind expectations. The objective here is not to find fault or chastise yourself or others. Rather, you want to ensure you are not losing sight of some objective that, if ignored, will negatively impact your plans later. ASSESS YOUR CURRENT SITUATION. A lot can happen in three months. Take some time to look at how things stand now. Have new, unexpected obstacles arisen? Are you seeing new opportunities, either for business growth or marketing? What feedback are you getting from clients, from prospects who decided not to hire you, from vendors, suppliers and other contacts in your community? How might any of these developments affect or modify your plans and goals?

OMG

STRATEGIZE. While all this information is still fresh in your mind, conduct a quick strategy session. As they have been listening to the various reports, others around the table may have thoughts or insights to share on why something has or hasn’t happened, or how to remedy a shortcoming or resolve a problem. Tap into that collective brainpower. For more complicated issues, assign individuals to investigate and report back in a week or so with recommendations or action steps. MAKE ANY NEEDED COURSE CORRECTIONS. Especially as you get further into the year, you may find that you will need to modify your business plan due to actual conditions, difficulties or unanticipated developments. You may even find that some objectives or goals are no longer relevant or priorities. That’s OK. It’s perfectly normal and nothing to become discouraged about. Don’t toss your plan into the wastebasket. Revise the parts of the plan that are affected and set new goals and measures relevant to your current situation. SHARE SUCCESSES AND LEARNING. Finally, take time to celebrate what you’ve accomplished in the quarter and share any “aha” moments from which others can benefit. Focus on what can be improved and how, not on flaws.

HAVE YOU SEEN THE TOP COLLECTIONS?

A business plan is worthless unless you make the effort to implement it. Conducting a quarterly review is one way to make sure you do. z Gail Doby, ASID is the co-founder of Gail Doby Coaching & Consulting. GailDoby.com

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Window Fashion Vision | 17

INSIGHT business coaching

See Your Name in Print: How to Get Your Work Published Seeing homes and rooms you‘ve styled on the pages of your favorite magazines and newspapers is increasingly tied to having high-quality photographs you can share BY KATHY WALL

hy do some businesses get media attention and others don’t? Is it because those getting coverage in the press are somehow better? The answer is yes, but probably not in the way you imagine.

The product and services those businesses are pitching aren’t necessarily what’s better. It’s how they present themselves that may be superior. I regularly meet with editors from all the major home design publications. Every editor I talk with tells me that their budgets and/or staffing are going down and it’s getting harder to send photographers to shoot on location around the country. It’s

especially difficult for them to justify the cost of photography for product “roundup” articles that involve many sources. So where do they turn? To the businesses (or their PR reps or ad agencies) they know will have professional photography they can run in their publications. If there is only one thing you can do to up your media-friendly ante, it’s to gift your business with professional photography. Once you have that, you can start sending well-timed press releases to the magazines you dream of being featured in.

Get the Right Kind of Professional Pictures Get into the habit of hiring a professional photographer to shoot each project upon completion. For more complex jobs, shoot the various stages. Editors love “how-to” stories that can be told visually—and at no expense to them! To find the best photographers, start looking in magazines. Flag the photos you like best, then look at the photography credit lines for the names of the shooters. It’s also important to look at the stylists they work with. An editorial stylist will have the specific skills to visualize how a room will appear on the pages of a magazine. This art direction requires a different creative eye than designing a space for a client’s use—and it’s something magazine editors look for when choosing which homes they will feature in articles and columns. Once you have a list, Google those names and visit everyone’s website or professional Facebook page for a greater sampling of their work. Check reviews and recommendations. You may not want to select a photographer known as a prima donna when there are others with equal talent. Magazine art directors, photo directors and graphic designers can also have invaluable advice on which photographers and stylists are the best to work with. Lisa Kahn with Lisa Kahn Designs provided this photograph to USA TODAY’s Home magazine. It ran in the Spring 2018 issue with an article entitled “Design Dilemmas: Reimagining Your Home: Designer Tips.” Used with permission. 18 | wf-vision.com | Mar + Apr 2019

Start a Photo Library Now that you’ve begun to document your work professionally, preserve those images in a photo library. Carefully label each proj-

ect. Documentation should include the client and all those who participated in the the project as well as all of the various techniques and materials used. Identify each image and every stage of the project. You may think you will remember, but our long history in this business tells us otherwise. Nothing frustrates an editor more than to be given a great image, only to learn that its owner can’t properly identify it.

Let the Media Know with a Press Release Once you’ve had your work documented, how do you spread the word to the media that you have these photographs and are happy to share? Press releases. If you’re not working with a professional PR firm, the idea of submitting a press release can be intimidating, so keep it simple. Just send a copy of the photo with a short expository couple of paragraphs explaining what the images illustrate. Make sure the story angle—what’s newsworthy about the project—is clearly stated.

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At the bottom of the press release, drop in a boilerplate. In the PR industry, that’s the term we use for the basic information about a client—the who, what, when, where, why and how—that we include in every press release. Your boilerplate should be a brief, friendly introduction to your business. Include information such as when you were founded, by whom, what you do, what makes your business unique, where you are headquartered and who your target market is. Any interesting anecdotal information, as long as it’s not too lengthy, can be included. It should be no more than five sentences or so.

Be Patient Once your press release is written, be strategic about sending it out. It’s better to approach one magazine at a time, starting with your top pick. Explain that they are your first choice and request that they let you know if the project is not a fit for them at this time. Be aware that just because a publication doesn’t answer doesn’t mean it is saying no. Follow up in about 30 days and again 30 days later. After that, you can move on to the next magazine on your target list. Getting the ink can take a lot of time. While you’re waiting for a magazine to snap up your images, don’t publish them on any other public domain, including your social media and website. You may have to wait for a long time to use the images, but keep in mind that your patience can pay big dividends. There’s nothing quite like seeing your work in the glossy pages of your favorite magazines.

Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for over three decades and formed her own business 18 years ago. Her motto? “We don’t work with jerks.” TheMediaMatters.com Facebook: TheMediaMatters Twitter: TheMediaMatters Instagram: Tmm.Agency

wf-vision.com/seminars Window Fashion Vision | 19

INSIGHT business coaching

Are Trade Shows an Expense or an Investment? Get the most out of your trade show experience by going prepared, sticking to your plan and doing follow-up every evening BY JAMES HOLLOWAY

ttending trade shows like the International Window Coverings Expo, which is being held in Nashville on March 8 to 10 this year, can be one of the most beneficial things you can do for your business/career in this industry. The exhibit hall can expose you to new products and vendors, and the seminars are provided to expand your knowledge. Whether a trade show is an expense or an investment depends on who you ask. Some people look at them and see an expense that they aren’t sure they can afford. It’s true that if you attend a trade show, you will likely have the expense of things like transportation, food and lodging, in addition to the cost of admission.

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However, others see trade shows as an investment that they can’t afford to miss. If you see one new product line that you can add to your business, or learn one thing in a seminar that can improve the way you operate your company, then any money invested in attending the show will come back to you down the road. Trying to “wing it”—by which I mean wandering aimlessly through an exhibit hall—is an almost guaranteed way to feel frustrated with the experience and come away from the show thinking it was more of an expense than an investment. You need to go into the show with a plan for how you will gain the most benefits. Here is my advice for making trade shows the best possible experience.

BEFORE YOU GO ● Book your hotel (if you will be staying overnight) and make any other travel arrangements as soon as possible. Hotels will fill up quickly and you don’t want to have to book a hotel 20 miles from the event if possible. ● Register for the event and decide which seminars you are going to attend. Some seminars will have limited seating, so again, lock those in as soon as you can so that you don’t miss out. ● Scan the list of exhibitors and make notes on which booths you want to visit during the course of the expo. If you have a printed copy of a map of the exhibit hall, you can mark the booth locations so you can plan out the most efficient way to visit all of them. ● Determine a budget you can spend on “expo specials” that some of the vendors may be offering.

in mind that you will have to carry them with you the entire time you are in the exhibit hall, so only take items that you think you will actually need or use. ● Take advantage of opportunities to network with other attendees. Don’t forget to bring business cards with you to the event. You never know if someone you meet will have a friend or relative in your home area that you might be able to connect with. ● Take pictures at the vendor booths (ask permission first) if you see a product or display that could benefit your business. ● If you will be at the event more than one day, it’s OK to revisit a vendor booth if you need additional information or want to follow up on a conversation from the day before.

AFTER THE SHOW

● Pack a notebook, pen or pencil, and a pad of Post-it notes.

● If you are staying overnight, make notes on what you learned in the seminars and at the vendor booths as soon as you get back to your hotel.

ONCE YOU ARE THERE

● Use your Post-its to make notes to attach to brochures or catalogs you collected from vendors.

● Make sure you know how much time you have between seminars to visit the exhibit hall and vendor booths. ● During the seminars, take lots of notes and ask questions to clarify anything you don’t fully understand. (Most presenters prohibit video or audio recording of their seminars.) ● Once you go to the exhibit hall, double-check your list of vendors that you planned to visit to determine if anyone had to back out of the event at the last minute. Adjust your plan accordingly, then head out to your highest-priority booths. After you go to all of your “have to see” stops, then you can meander through the exhibit hall and meet the other vendors. ● Don’t forget to grab a snack or lunch in between seminars if possible. Keep in mind that the lines at the food outlets will probably be fairly long at times, so plan accordingly and have snacks on hand if you think you will run short on time. (Just don’t be “that guy” in the back of the seminar snacking on a bag of potato chips.) ● You will do a lot of walking, so make sure you are wearing comfortable shoes. ● The dress code is “business casual.” Even though you may be hundreds of miles from your home city, you are still representing your business and should look the part.

● Add entries to your calendar, if necessary, to follow up with any vendors you want to connect with outside of the show.

ONCE YOU GET HOME Do an assessment of your experience at the event. How did it go? What would you do differently next time? Did you learn something new? Did you find a new product line or service you can offer your clients? Did you discover a new tool or technology you can provide your employees to improve their results in the field? If so, then attending the International Window Coverings Expo was an investment in you and your business that will eventually pay dividends. z James Holloway began his window treatment career as a full-time installer in 2001. In 2009 he started his own business, South East Installation Solutions, an “installation only” company based in Greenville, SC. His professional writing career began in 2013 with the launch of “TraVerse: A Window Coverings Blog.” He has also been asked to speak at various events including WCAA chapter meetings. His latest endeavor is the creation of a hands-on installer training facility. SouthEastInstalls.com TraVerseBlog.com Learn2Install.com

● If you plan on collecting a bunch of brochures and catalogs from the vendors in the exhibit hall, make sure you have space in your luggage to transport them home. Also, keep

Window Fashion Vision | 21

INSIGHT business coaching

Building a Team as a Solopreneur Leads to Success You can’t and shouldn’t do everything, so building a team will help your small shop expand its capacity BY KATHRYN DILLON

any of us entered the design and fabrication business because we love textiles, architecture, and creating or enhancing spaces that are functional and beautiful. Looking through all of those shelter magazines, watching HGTV shows and scrolling through Instagram makes design look easy. But we all know that it is not nearly as easy as it is portrayed, especially when you factor in all of the behind-the-scenes work that takes place for that room to be deemed photo-worthy. In order to grow our businesses and prevent burnout, we need to work toward building a team that consists of people who excel in the tasks we don’t excel in. A team member is anyone who helps your company perform a business task, even those you may only use occasionally, like a tax accountant or a web

22 | wf-vision.com | Mar + Apr 2019

designer. In the November + December 2018 issue of Window Fashion VISION, I discussed working in your sweet spot by taking the time to discover your core strengths or talents and how they are best used in life and the workplace. For many creatives, the business side of design can be a challenge—accounting, marketing, procuring products and managing the flow of production. For the single-person workroom, it’s important to determine which types of window coverings you fabricate well and can earn a profit from versus which ones are best to contract out (or gain hands-on education about to increase your skill set). As a solopreneur and lifelong learner, I can easily get trapped wanting to learn how to do all aspects of the business instead of contracting or hiring another expert to do what they do

best. For something like web design, even though I am totally intrigued by this process, I am equally terrified of breaking the site. I believe we need to have an online presence, so I hired Kate the Socialite to build my website, and I love the result! By hiring a hosting company that also keeps the back end working well, I can focus on the online aspects of my business that are within my skill set. Our industry has grown to be more collaborative, with people regularly sharing knowledge and support through professional organizations, conferences and private Facebook groups. While this is helpful, sometimes you need customized education to be able to add to your offerings. By answering these questions, you can determine who you might need and when it’s best to grow your team. •

Is this offering or skill necessary for the sustainability and growth of my business?

•

Does it fit within my skill set? If yes, what type of education do I need to be able to add this to my offerings? How long will it take me to be proficient before I am profitable?

•

If it doesn’t fit within my skill set, who is the best person to contract, or should I bring someone in house, either temporarily or full time?

•

What do I need to plan for to be able to grow the business to the next level?

Think through what you need to build the business you desire and to wholeheartedly serve your clients. Then take the next big step! z Kathryn Dillon owns and operates Kathryn Dillon Drapery & Design, LLC, a full-service window treatment and soft goods design and fabrication business based in Marietta, GA. Over the past 24 years, she has created lasting relationships with repeat clients and those that value attention to detail throughout the design and fabrication process. Her latest launch is in traveling to other workrooms to provide an extra set of hands or customized education to workrooms to fill a knowledge gap. Kathryn has been a local and national WCAA member since 2005 and she currently serves as the Atlanta Chapter Young Professionals Coordinator. TheDraperyDesigner.com Facebook: Kathryn Dillon Drapery & Design Instagram: TheDraperyDesigner

We see your vision.

Drapery Hardware Made to Order in the USA Since 1992 214.653.1733 AntiqueDraperyRod.com Exclusively to the Trade

Window Fashion Vision | 23

INSIGHT business coaching

Quick, Easy and Painless Incorporate these three ideas into your sales presentations to see better success BY JASON ZULLO

offer weekly sales training for our designers, but when I ride along with them on sales calls, I’m always struck by their natural ability to meet the needs of modern-day consumers in a way that many salespeople aren’t. In the super-fast sound-bite world we live in, decisions are made on the fly, and if you want to make a sale today, you better be ready and just as fast as your competitor.

son understands that time is money and people really don’t care that much about you. On the contrary, they care about themselves. When you make a sales call, stick to what is important, be kind and listen well. Talk about the product, what it does and why your brand and company are superior. Don’t talk about much else unless it is called for.

I am not talking lead time from sale to install. I am talking the amount of time it takes you to meet and greet the customer, identify the needs and wants, design the order, give a price and ask for the sale. That’s right: The first in-home visit had better be quick, easy and painless. Here is why.

People don’t like standing in line because they want transactions to be quick and easy. Waiting for what they want is painful when compared to the ease and instant gratification of online shopping. The minute you know the customer is ready to buy, make it comfortable for them. You do the heavy lifting of writing up the sale with all of the correct details. Then sign the contract, thank your new client and get out the door.

People can get almost anything at the click of a mouse, so the time they spend visiting stores in person is decreasing. Why? Because consumers have realized they can get the same items without human interaction and without standing in line for the same (if not a lower) price. That affects the consumer’s buying habits even when they are buying in their own home. It also means if you want the sale, you will need to make it quick, easy and painless. Let’s break each point down.

Quick

Keep your sales presentation simple and concise. Talk in terms your consumer can understand. They are not a specialist. You are, so don’t talk to them like you would talk to yourself or your colleagues. Instead, talk to them so they can easily follow along and make a quick decision.

Easy

Here is the best tip you will hear all month long—stop talking so much! Salespeople love to talk, but a highly trained salesper24 | wf-vision.com | Mar + Apr 2019

Painless

Just one last thing before you apply this process to your sales presentation: Quick, easy and painless does not mean you rush through the appointment to make it easy and painless for you. That’s the mistake I see most people make: They see a sales tip and apply it to themselves rather than the consumer. Never sell like you’re selling to yourself. Always remember that quick, easy and painless is for the consumer. When you make their life easier, that might make your job a little harder. That’s OK, though, because as you see your sales increase, your bank account will increase right along with it, and that will make it all seem worthwhile. z Jason Zullo is the sales manager at 3 Blind Mice Window Coverings, Inc., which has locations in Sacramento, San Diego and Orange County. He is also the sales trainer for the forthcoming Window Covering World online training service. 3BlindMiceUSA.com Facebook: 3BlindMiceUSA Twitter: 3BlindMiceUSA

NEW TAPES

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ROMAN • ROLLER • CELLULAR • VERTICAL • WORKROOM Window Fashion Vision | 25

INFO@VAKO-US.COM

MIDDLETON (WI)

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IWCE show preview

26 | wf-vision.com | Mar + Apr 2019

Setting the Stage for Success SPECIAL EVENTS Don‘t miss Friday, March 8 – All-day seminars and Grand Opening Party! Lori Paranjape is the featured speaker for Friday‘s LUNCH AND LEARN session, Mastering Social Media and Growing Your Design Business.

NASHVILLE TO NOTORIETY: Complimentary and lively panel discussion with Nashville designers Lori Paranjape, Eric Ross and Laura Thurman, followed by the Grand Opening in the Ryman Exhibit Hall. The expo floor opens with a GRAND GALA CELEBRATION to include live music, drinks & snacks. Visit your favorite exhibitors and discover new suppliers in this fun, casual setting!

Plan for a BIG day, Saturday, March 9 KEYNOTE SPEAKER, GENEVIEVE GORDER in the ballroom at 4 p.m.

VISION Design & Workroom AWARDS GALA

(sponsored by kirsch) at 5:30 p.m.

Grand Finale, Sunday, March 10 Wrap It All Up: Complimentary POWER PANEL to help with your IWCE takeaways.

COWBOY BOOT CONTEST: Strut your favorite boots and enter a drawing for a gift certificate to a renowned artisan boot maker.

Window Fashion Vision | 27

IWCE show preview

IWCE CONFERENCE SCHEDULE FRIDAY, MARCH 8

Show Floor Hours 6:00pm-8:30pm TIME 8:00am-4:00pm 8:00am-4:00pm 8:00am-4:00pm 9:00am-12:00pm 9:00am-10:15am 9:00am-10:15am 9:00am-10:15am 10:30am-11:45am 10:30am-11:45am 10:30am-11:45am 12:00pm-1:00pm 1:30pm-2:45pm 1:30pm-2:45pm 1:30pm-2:45pm 1:30am-4:00pm 3:00pm-4:15pm 3:00pm-4:15pm 3:00pm-4:15pm 5:00pm-6:00pm 6:00pm-8:30pm

TOPIC / EVENT WFCP Certification – Design WFCP Certification – Motorization WFCP Certification – Workroom SUPER SESSION – Mastering Window Fashion Five Online Basics You Need to Know Influencer Marketing 10 Most Common Decorating Mistakes Proven Tips & Techniques for the Workroom Increase Profitability – Knowing Your Numbers Translating Fashion into Design Lunch & Learn – Mastering Social Media & Growing Your Business A Website Is Not Enough Immediate Gratification Decorating Enhance Your Design & Profits, Decorative Cording & Banding SUPER SESSION – The Art of High-End Ticket Sales Details Behind the Design, Fabric Selection Making More Money with Existing Leads The A-Team: Why Paying a Professional Installer Makes You Money From Nashville to National Notoriety Welcome Reception at IWCE Exhibit Hall

SPEAKER Jill Scully O'D McKewan Cathy Tucker Cheryl Meiklejohn Welton Hong L Nigara & C Jefford JoAnne Lenart-Weary Ann Johnson Vince Nigara Jana Platina Phipps Lori Paranjape Welton Hong JoAnne Lenart-Weary Ann Johnson LuAnn Nigara Cheryl Meiklejohn Madeleine MacRae Roger Magalhaes Jana Platina Phipps

COST $995 $995 $995 $150 $65 $65 $65 $65 $65 $65 $65 $65 $65 $65 $150 $65 $65 $65 Included Included

SATURDAY, MARCH 9

Show Floor Hours 9:00am-5:00pm TIME 9:00am-12:00pm 9:00am-10:15am 9:00am-10:15am 9:00am-10:15am 9:00am-10:15am 10:30am-11:45am 10:30am-11:45am 10:30am-11:45am 10:30am-11:45am 4:15pm-5:00pm 5:30pm-6:00pm 6:00pm-7:30pm

TOPIC / EVENT SUPER SESSION – Define, Design & Grow Your Business Details Behind the Design, Hardware Selection Introduction to Motorization Hiring Simplified Trending Embellishments What Do You Do When They Say No – Closing the Sale Make Money by Managing Client Expectations 10 Things You Need to Know About Home Staging Installation – Tricks of the Trade KEYNOTE SPEAKER RECEPTION Vision Design & Workroom Awards

SPEAKER Jill Scully & Ann Johnson Cheryl Meiklejohn O'D McKewan Madeleine MacRae Jana Platina Phipps LuAnn Nigara Claire Jefford JoAnne Lenart-Weary Roger Magalhaes Genevieve Gorder

COST $150 $65 $65 $65 $65 $65 $65 $65 $65 $65 Included Included

SUNDAY, MARCH 10

Show Floor Hours 8:00am-1:00pm TIME 9:00am-10:15am 9:00am-10:15am 9:00am-12:00pm 9:00am-10:15am 10:00am-1:00pm

TOPIC / EVENT 75 Workroom Secrets in 75 Minutes Take Your Home-Based Business to Over $250,000 SUPER SESSION – Mastering Motorization It‘s a Mobile World 100 Best Ideas

28 | wf-vision.com | Mar + Apr 2019

SPEAKER Jill Scully & Ann Johnson Susan Day & Karen Essary O'D McKewan Welton Hong L Nigara & M MacRae

LEARN MORE & REGISTER: IWCE-VISION.com

COST $65 $65 $150 $65 Included

Year after year the CONSTRUCTION ZONE continues to be a bustling hub for learning and inspiration as top workroom experts share their techniques, passions, and talents through hands-on and lecture-style demonstrations, all free of charge.

FRIDAY, MARCH 8 TIME

TOPIC

DEMONSTRATOR

LEARNING MODE

6:30pm

Understanding Ripplefold

Ann Johnson

Eyes and Ears

7:00pm

Interlocking Drapery Layers

Cathy Tucker

Hands On

7:30pm

Goodnotes: Using Forms on the iPad

Anna Davis

Eyes and Ears

SATURDAY, MARCH 9 TIME

TOPIC

DEMONSTRATOR

LEARNING MODE

10:00am

Joining Twist Cord

Cathy Tucker

Hands On

10:30am

No Bag in the Swag

Jodi Stanford

Eyes and Ears

11:00am

1 Hour: Smocking with a Tag Gun

Cathy Tucker

Hands On

Noon

The Star and Pyramid Pillows

Laura Nelson

Eyes and Ears

12:30pm

1 Hour: Banding Bonanza

Kevin Kise

Hands On

1:30pm

Methods for Hemming Sheers

Kathryn Dillon

Eyes and Ears

2:00pm

Eliminating Pesky Light Holes in Romans

Sandra VanSickle

Hands On

2:30pm

Robbins’ Romans

Scot Robbins

Eyes and Ears

3:00pm

Low Bulk Drapery Header

Anna Davis

Hands On

3:30pm

Molly, Toggles, and Anchors, Oh MY!

Ken VanSickle

Eyes and Ears

4:00pm

Greek Key Embellishment

Cathy Tucker

Hands On

4:30pm

Pleating Panels with a Template

Ann Johnson

Eyes and Ears

SUNDAY, MARCH 10 TIME

TOPIC

DEMONSTRATOR

LEARNING MODE

9:00am

Embellishing with Fabric Flowers

Terry Sandlin

Hands On

9:30am

1 Hour: Roman Shade Headrails

Sandra VanSickle

Eyes and Ears

10:30am

Micro-Corded Band Embellishment

Regina Allen

Hands On

11:00am

1 Hour: Reversible Sham w/ Mitered Corners

Cathy Tucker

Eyes and Ears

Noon

Pom-Pom Embellishment

Sandra VanSickle

Hands On

12:30pm

All About Self Welt

Jodi Stanford

Eyes and Ears

Window Fashion Vision | 29

SPRING INTO PROFITS Visit us at BOOTH 501 and start picking your programs. IWCE | Nashville

30 | wf-vision.com | Mar + Apr 2019

altawindowfashions.com/pickalta 866-291-9330

Window Fashion Vision | 31

INDUSTRY customer service and motorized window coverings 101

Customer Service and Motorized Window Coverings 101 These are the most important areas to cover (and understand) when selling motorized shades to customers BY ROGER MAGALHAES

hen I was going through my list of last year’s sales, one thing stood out: All my larger sales were partially or entirely made up of automated window treatments. And that trend is only moving higher.

It stands to reason that motorized treatments will soon become more important to your sales pitches. If you are someone who is just starting to sell remote-controlled window coverings—or is just getting ready to add them to your product list—these are the areas you must master in order to provide the best service to clients.

Power Sources

Batteries: These are mostly used for existing construction. No electrician is involved. The benefit to battery-powered shades is that they’re the least expensive option and, in Never promise to most cases, the installation and programming is done in one visit. The con is that the batteries get an installation will need to be replaced every six months to one year depending on the size of the shade and the done using your number of times it is opened and closed per day. typical time frame For larger shades (anything over six feet), the for regular blinds. shade will require more “juice” from the batteries, which will deplete them quicker.

Motorized shades must have some sort of “fuel” to power the motor. Typically, that fuel comes from one of three sources:

32 | wf-vision.com | Mar + Apr 2019

batteries, a plug-in transformer or a hardwired system.

Plug-in transformer: The advantage of plug-in power versus batteries is the convenience of not needing to replace batteries and the ability to power larger shades. Typically there are two types of plug-in power: low voltage and line voltage.

For low voltage, depending on the manufacturer of the motor, there are three voltages: 12, 18 and 24 volts. Those motors will be supplied with a plug-in transformer (similar to a larger version of a cellphone charger). There is also a line voltage plug-in motor. Usually they have a larger motor with a more robust lift capacity that uses a 110volt regular outlet. In both cases, an installer will need to find a way to hide the excess wiring. Also, it is very important to first check for outlets near each shade, as no homeowner will want cables dangling around the house. Also, be aware that in some cases an electrician will need to install outlets near the windows so no wires are exposed. Hardwired or home-run systems: This is the system that has the most upfront cost, since it involves more planning and having open walls. Usually this application is used when the house is being built or remodeled. The idea is to run a wire (cable) from each window all the way to a central location where an electrical panel will supply the required power for each shade. On larger homes, it is common to see several locations throughout the house where power panels are installed. The decision about distributing panels is mainly based on the layout of the home, accessibility and cost. Also, a power panel has a limited number of outputs. If there are more shades than the number of outputs, multiple power panels will be required. Hardwired systems have the cleanest look since no wires are exposed. However, it is the most involved when it comes to installing and programing the shades. Typically, it requires multiple trips to the job site to discuss wire placement with the general contractor and electrician. Sometimes there is an audio/visual contractor responsible for integrating the shades into a smart-home system, so you will need to coordinate with that person as well.

sider the added parts such as battery wands, wires and space for connections. Another important thing to consider is the “traveling path” of the shades. When operating a manual shade, the homeowner is standing by as the shade is raised or lowered. If it gets caught on something, such as a window crank, there is a person nearby to assist in freeing the fabric. Now imagine pressing a button on the remote and watching several shades get caught on something at the same time. That could cause permanent damage to the shades. The expertise of the window treatment pro is so important in this area. With new construction, I often suggest the contractors build soffits in front of the windows to install the shades. That way the treatments will be placed farther away from obstructions such as door handles and window latches.

Final Thoughts on Motorization and Customer Service Ultimately, it’s important that you don’t rush on those complex projects. If the client wants a price for budgeting purposes, I suggest that you overestimate sizes and the number of controllers. Also, never promise to get an installation done using your typical time frame for regular blinds. I tell my clients that large motorization projects take between eight and 12 weeks. If you feel the job is too large for you, be up front with the client and mention that your expertise is limited. You will be much better off showing your limitation than trying to perform something out of your league. Find one or two people who specialize in motorization that you can refer these clients to until your own knowledge is great enough that you feel comfortable taking on large projects. z

Controllers

Once the power option is decided, the next step is to work with your client to decide how the shades are going to be operated. It is very important to set expectations and understand their lifestyle and needs when deciding on a controller. There are several options, such as handheld remotes, desktop controllers, smartphones, wall keypads, timers or operating the shades via a third-party system. The good thing is that if their needs change, adding controllers is simple. But you want to help them make the right decision for their needs in the beginning.

Mounting

The final step in the process is to determine how the treatments are going to be installed. When dealing with manual shades, it is almost a no-brainer to choose the inside mount as the preferred mounting option. However, when dealing with remote-controlled products, it is not so obvious. You must con-

Roger Magalhaes is certified as a Professional Installer by The Custom Home Furnishing Academy, Lutron, Hunter Douglas, Somfy and Norman Shutters. He is also an active member of WCAA, founder of the Facebook group Free Speech Window Covering Pros, and founder and owner of Shades IN Place, Inc., Franklin, MA. Join Roger at the International Window Coverings Expo on March 8 to 10 for the workshops “Installation—Tricks of the Trade” and “The A-Team—Why Paying a Professional Installer Makes You Money.” ShadesInPlace.com Facebook: ShadesInPlace Twitter: Shades_In_Place Houzz: Shades-In-Place

Window Fashion Vision | 33

INDUSTRY getting started with voice activation

GET TING STARTED

with

VOICE ACTIVATION

BY O’D MCKEWAN “Alexa, why is voice activation for motorized window coverings one of the hottest trends out there right now? And what do I need to know about it?” In today’s technology-driven society, more and more people are embracing the possibilities of what is available to them. The latest and greatest innovation coming from the window covering world is the advent of voice activation. It is hard to believe how fast this technology has evolved in the past few years. It was not that long ago that I was impressing clients with the fact that they could control their motorized shades from a phone from anywhere in the world. At first, many thought it was an unnecessary luxury and that just having the motorized window coverings was more than enough. Oh, 34 | wf-vision.com | Mar + Apr 2019

how the times have changed. Now, many of my clients are asking up front, “Do you have those shades that can be controlled by Alexa?” Voice activation was once a futuristic idea reserved for books and movies. Do you remember the scenes in “Back to the Future Part II” when the McFly family walks into their home and starts telling it to turn on lights, change TV channels and cook food? With today’s smart devices and the integration of voice control, we can actually make all of that happen. We can even tell our homes to raise and lower our window coverings without having to waste all that time looking for a remote or expending all that energy opening an app on our phone and touching it with one of our fingers. We can now operate our shades without having to raise a finger.

So how does voice control work? In our industry, we need a few items working together to allow voice activation of motorized window coverings. First, we need a compatible motorized window covering. Nowadays, almost all new motors can be linked up with a voice-activation system. Next, we need a device called a hub, which is sometimes referred to as a smart hub. A hub is a device that translates a Wi-Fi signal and sends movement commands to the motorized window coverings. There are several third-party hubs on the market, but when it comes to window coverings, I suggest using the motor manufacturer’s hub. Each major motor manufacturer offers their own smart hub that is preprogrammed to work with their motors. They also have their own mobile apps that allow users to program and operate individual shades, groups of shades, create scene programs (a preset option that tells a shade or set of shades to perform a particular action) and create timers that will operate the scenes. All of these options can be controlled via your smartphone or other mobile device and can be shared with others if you so choose. Now all we have to do is pair (or link) the smart hub to a voiceactivated virtual assistant such as Amazon’s Echo or Google’s Assistant. These devices are basically just microphones and speakers that are connected to a cloud-based server that has voice recognition software and houses all of the real functions of the assistants. That is why these devices must be connected to the internet to work. So when you link your smart hub to your virtual assistant, they communicate via the internet. Here is a simple breakdown of how the system works. You speak to Alexa and ask her to raise your kitchen shade. Alexa’s microphone records your voice and sends the message to the online sever (similar to a voice to text message). The Echo’s online server deciphers the message using what they call Skills (the Google Assistant calls them Actions) and determines that it is a message for the smart hub. It then sends a message via the internet to the smart hub (think of it as an encrypted email from the server to the smart hub). The smart hub takes the message and converts it to a command and sends the command to the corresponding motorized shade (just like a remote control would). As you can tell, most of this process is done via the internet. This is why you must create an account for the smart hub and link it to your virtual assistant through its Skills or Actions. By linking the

two devices and their apps, you are just allowing the two items to send each other messages. Although I have tried to explain the system in its simplest terms, there are actually a lot more complexities to how the two devices work together with the motorized shades. Since we are still in the infancy of voice activation as a whole, there are a lot of challenges with converting voice messages to motorization commands. Since window coverings are a very small portion of the voice-activation community, there are not a lot of programs out there that allow for super-smooth conversions of window covering commands. We have several terms for operating window coverings, such as raise, lower, open, close, up, down and many others. So many of window covering smart-hub manufacturers have chosen to use the programming of the lighting industry and its simplicity of the on and off commands. Hubs using these programs allow you to turn scenes on and off. So if you want to operate an individual window covering, you must create a scene for that command and then you can tell your virtual assistant to turn the scene on or off. Basically it is using the command of a light switch (on and off) to operate the window covering. This can create some challenges when naming your scenes in the smart-hub app. For example, if I tell my virtual assistant, “Turn on living room shades,” what is going to happen? That all depends on what was programmed in the smart-hub scene for living room shades. So naming your commands needs to be thought out and discussed with your client as to avoid confusion and frustration. As the popularity of voice control increases, more Skills will be added and these programs will be easier to use. In fact, some exciting changes are scheduled to be released later this year. In summary, the use of voice activation is a rapidly growing and changing industry, and I believe it will be around for the long haul. In fact, I believe it will be the main source of communication with most electronic devices in the near future. Now that you understand the basics of how it works, I suggest you start becoming more familiar with these systems by setting them up in your home or showroom. The more you use it, the more comfortable and knowledgeable you will be, and the more systems you will sell. Just remember: If your clients are asking for voice-activated window coverings, they are probably already using voice activation and are comfortable with it, so you should be too. z Interested in learning more about motorized window coverings and all of the options available? Join O’D at the International Window Coverings Expo on March 8 to 10 for the workshops “Introduction to Motorization,” "Mastering Motorization" and “Motorization Specialist Certification.”

Window Fashion Vision | 35

INDUSTRY motorized window coverings

A GUIDE TO SPECIFYING

MOTORIZED

WINDOW C O V E R I N G S

When O’D McKewan with Window Covering World teaches motorization classes, he tells participants there are four important steps to specifying motorized window covering systems. Follow this outline to get great results for your clients.

SELECT A WINDOW COVERING TYPE (keeping in mind that almost anything can be motorized)

• • • •

•Track–best for draperies, verticals, panel tracks • Tilt–for horizontal slats (blinds and shutters) • Cellular–for cell, pleated and some roman shades • Tubular–for anything using a tube

Drapery Blinds—horizontals and verticals Shades—cellular, roller, roman, sheer and woven woods Shutters SELECT A MOTOR • Track motor • Tilt motor • Cellular headrail motor • Tubular motor

SELECT A POWER SOURCE • Battery—replaceable, rechargeable or solar • Plug-in—single or multiple • Hardwired or home-run

SELECT A CONTROLLER TYPE • Handheld remote • Wall switch • Mobile app via tablet or smartphone • Home automation system • Voice activation

36 | wf-vision.com | Mar + Apr 2019

TRACK SYSTEMS

M O T O R I Z AT I O N TRACKS ROMAN BLINDS D E CO R AT I V E M E TA L & WO O D

ROMAN BLINDS

ROLLER SHADES

D E CO R AT I V E M E TA L

D ECO R AT I VE WO O D

ROLLER SHADES

FORESTDH.COM

Window Fashion Vision | 37

INDUSTRY the past, present and future of motorization

Powered by 110-volt hardwired motors from Insolroll, these solar shades provide light, glare and heat protection from a bank of south- and west-facing windows. Windows this large and high would be nearly impossible to operate manually.

38 | wf-vision.com | Mar + Apr 2019

The PAST, PRESENT & FUTURE of

MOTORIZATION BY GAIL GUTSCHE

he year is 1965. Kirsch introduces two motorized drapery tracks called Elec-tra and Power Traverse. The motors are enclosed in a small box and attach to the

wall and traverse rod or casing, respectively. The pull cords are routed through the motors, allowing the drapery to be opened and closed via remote control. Kirsch is the first in the industry to introduce this revolutionary technology to draperies, and it is a mild success. The motors enjoy a respectable run through the 1980s, but their cost means Elec-tra

they are featured mostly

in mansions and other very expensive properties. Eventually Elec-tra and Power Traverse go the way of cassette players, VCRs and transistor radios.

Power Traverse

Jan Ras with Visi Window Fashion Vision | 39

INDUSTRY the past, present and future of motorization

This luxury condominium in San Francisco reveals a stunning view. Shades powered by the Forest Shuttle motor and drapery track system. Easy to install and program, draperies open and close with a gentle pull, wall switch, remote or automation system. More than 50 years have passed since the introduction of those

lives, so the products they surround themselves with are also

early motors. Kirsch is about to re-enter the market with the April

connected,” says Dan Carpenter with Kirsch. “They’re not afraid of

introduction of the Briza motorized drapery track. The market has

technology.”

evolved and become more sophisticated since Kirsch’s early motor introductions. Today, middle-income homeowners are entering the market in droves. Motorized window coverings have become a mainstay in a world driven by technology and the demand for smart homes. By all accounts, sales of these treatments are growing exponentially in both the residential and commercial sectors. “A decade ago, motors accounted for 2 to 3 percent of our business. Now it’s 25 to 30 percent,” says Steve Wright, president of Forest. “Motors have really come on strong in the past five years. And the market is still growing. Five years from now, we could very well be at 40 percent.”

“Several things have changed in motorization to make it more popular: the power source (wired versus battery), the quietness, the strength and the ease of connectability,” says Wright. “Our first motor came out in 2005 and it could only pull 60 pounds. Now we have one that pulls 165 pounds. We’ve cut the decibels in half and we can connect to anyone’s home automation system.” Technology has changed dramatically over the past five years, making motorized window treatments accessible to a broader audience, easier to install and use, and less costly. Integrated lithium batteries are one of the main contributors to opening the marketplace. With battery-operated shades or draperies, no

Other manufacturers concur. Vertilux reports that 29 percent of its

electrician or installer is required. There are no cables to run, no

business is motorized, up from 5 percent just three years ago. Kirsch

drywall to bust into, no post-installation patching or painting to

says that motorized treatments account for 20 to 30 percent of its

attend to. Consumer-friendly, easy to operate and long-lasting,

fabricator sales. Coulisse has recorded a jump up to 20 percent in

integrated lithium batteries have transformed the motorization of

the past few years. Insolroll reports exponential growth in the past

window treatments.

five years.

Smart technology has also played a huge role in the growth of

These makers of motorized window treatments gave us a look into

motorized treatments. “The future of home automation is that

what’s happening with motorized treatments now and what they

people want more of it,” says Jop Vos, managing director at Coulisse

see coming in the future.

USA. “It was an improvement when you could operate your shades

Why Motorization and Why Now?

by remote control, but now you can network all of your devices and

Millennials and Gen Xers are leading the shift to automated window

stereo, window coverings—via the internet. The ‘if this, than that’

treatments. There’s a reason that the former in particular are the

(IFTTT) platform enables all devices to talk to each other.”

early adopters. “This population has been connected their whole 40 | wf-vision.com | Mar + Apr 2019

all of your electronic appliances—TV, garage door opener, lights,

Window Fashion Vision | 41

42 | wf-vision.com | Mar + Apr 2019

Window Fashion Vision | 43

The owner of this new home described this open dining area as a house of glass. Insolroll motorized solar shades in site-built pockets were planned in the initial design. Radio motors are integrated into the home automation system for optimal energy efficiency, with an added Somfy myLink system for Amazon Echo voice control.

According to Roy Ebbekink, marketing and communications

Hub. “Our customers can integrate their shades with all the

manager at Coulisse, nearly one-quarter of the population of

other electronics in their lives utilizing the most popular home

the United States owns a smart speaker, and 40 percent of their

automation systems in the market,” says president Alex Garcia.

households own more than one. In 2017, smart speakers were the

“Anyone can program and operate Onesmart Touch and it is

No. 1 Christmas gift in the United States. “People who own smart

compatible with your smartphone, tablet or other device.”

speakers are more likely to buy motorized window treatments,” he adds. Smart technology allows consumers to set up scenarios and timers

Take the Plunge into New Profit Possibilities

that operate on a preset schedule. At 10:00 a.m. on a hot day,

All the smart technology and intelligent systems in the world won’t

all shades on the south side of the house close, saving valuable

sell the products. For that, education and expertise

energy and money, preventing furniture from fading due to

are required.

ultraviolet light, and maintaining privacy and the appearance that the residence is occupied, even when no one is at home. Shades automatically reopen at 9:00 p.m. when the sun has set. Want to override the preset time? Press a button from a hundred miles away or use voice control in your own home. If your home is fully automated, Google Home, Apple HomePod, Amazon Echo or others will be happy to comply. A leader in motorization, Vertilux has developed a universal home automation system through its open-platform VTi Smart

Matt Dugger, national sales manager at Insolroll, refers to a placard in his office that reads: “If it doesn’t challenge you, it won’t change you.” “If you shy away from motorization, if you don’t immerse yourself in it, it’s going to be hard for you to sell it,” he says. “If you want to learn about motorization, put half a dozen motorized treatments in your house and learn how to program and operate them. Then you’ll be able to talk about and sell them with confidence.” Not selling motorized window treatments means missing out on a Window Fashion Vision | 45

nashville INSIGHT INDUSTRY thedesigners past, present and future of motorization

Available in three neutral shades, Vertilux motorized roller shades in Tokio Dim Out complement the sparse, modern design of this living room.

lucrative and growing opportunity to expand your business. This is

expensive to your client.”

true for manufacturers, fabricators, retailers, dealers and designers alike. For some of these groups, it means passing up an opportunity to add value to window treatments you are already selling.

Hot Products Trending Now In February, Vertilux launched a 6mm battery-operated motor. Its

“Designers and decorators and architects are selling more than

most popular hardwired motors are 6mm, so the company expects

dealers,” says Garcia. “Sometimes dealers are afraid to offer

a positive response to this new addition to its lineup, which will

motorization because they do not perceive the added value. But

allow it to motorize 90 percent of the shades available on the

customers see motorization as inspirational. Vertilux offers two

market today.

types of training: one for installers and fabricators (and) one for dealers, so there is no excuse for either our customers or theirs to be in the dark about motors.” (All of the manufacturers interviewed for this story, and/or their customers, offer educational seminars and workshops. Offerings include on-location hands-on classes, webinars, podcasts and other digital opportunities for learning.) “If you don’t talk about it, you’re not going to sell it,” says Dugger. “Ask the customer: ‘Do you want a remote with that?’ Don’t sell based on your own pocketbook. Don’t be afraid to present a $50,000 bid to a customer. What’s expensive to you may not seem 46 | wf-vision.com | Mar + Apr 2019

“For our business, we see trends first in the hospitality business, then in the residential market,” says Wright. “The trend in the commercial segment is in roller systems. Forest offers The Shuttle— our lead dog—and Atlanta and Mercury. Designers are specifying motorized window treatments in hotel projects to comply with child-safety laws and ADA requirements. On the residential side, we’re seeing a trend in decorative motorization. Dresden looks like a decorative rod, but it’s motorized with all the components hidden in the rod.” Insolroll’s best-selling line is IQM-ACR, a line voltage radio motor

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INDUSTRY navigating motorized treatments

Hunter Douglas

Navigating Motorized Window Treatments Strategies to sharpen your motorization skills and become more comfortable with this new technology BY LUANN NIGARA

ne word: motorization. Did you just shiver from head to toe?

If you didn’t, high five to you. But if you did, it’s OK. I arrived a little late to the party, too, and while I have been actively working on upping my motorization game for the last several years, I definitely still don’t know everything. Not only is every situation different, the technology changes like lightning. The changes are designed to make things better and easier, but as you master the latest innovation, it can get harder before it gets easier. Compounding the stress is that the stakes are typically higher with motorized projects. It is a big responsibility to advise homeowners and their builders about the many details, such as wiring and junction boxes and 12v versus 110v and Radio Ra… holy moly, the lingo alone is enough to scare you. But motorized window treatments are here to stay, and if you have resisted learning about the nuances and intricacies of 48 | wf-vision.com | Mar + Apr 2019

motorized window treatments, this is your warning: You cannot avoid it any longer. There are some good reasons for people to install motorized window treatments. We know how critical it is to eliminate the all-too-real danger to babies and toddlers caused by cords, and motorization is a big part of this solution. And as technology evolves in all sectors of our lives, everyone wants to operate anything and everything remotely. We start our cars from inside the house, we adjust the heat and A/C from our phones and we see who is ringing our doorbell at home from our desk at work. As millennials buy homes, the expectation for total home automation has become, well, expected. Then we have their boomer parents asking for motorization not only because of the convenience and the flexibility motorization offers, but also because it relieves the challenges they face with age. What can you do if you want your business to stay relevant and competitive, yet you lack confidence in this booming product category? Here are some strategies.

Be Your Own Laboratory My No. 1 strategy is to install a variety of motorized products in your own home. By doing this, you will not only be more proficient at selling motorization, you will sell much more of it. There are two major benefits of motorizing your own spaces. As you research how to motorize the various products you want in your home, you will learn the limitations, features and capabilities of the various types of products. For example:

There are also two outstanding opportunities to learn more about motorization. If you are brand new and want a primer on everything motorized, you should attend “Introduction to Motorization” with O’D McKewan. This course will introduce you to the terminology and the various motor types and power supplies. It will give you a grasp on what you need to know to have productive conversations with your clients.

•

Hunter Douglas uses only proprietary motorization, which you’ll need to know if you are mixing brands in the same room.

•

Drapery rods must be plugged into an outlet and cannot be battery operated.

•

Lutron components cannot “talk” to Somfy components until you have an URTSI device.

The second opportunity is also with O’D McKewan and is the “Motorization Specialist Certification,” which is an eight-hour seminar. This is for you if you want to learn everything from the basics to the advanced techniques of designing and installing custom motorized window treatment projects. By the end of the day you will be able to talk with your clients and the electricians, builders and installers about all aspects of motorization. It’s an amazing opportunity to gain confidence, clarity and motivation to become the “go-to” motorization person for your business or community.

Details like these are important. It is through the process of real problem-solving, ordering and installing motorized treatments that you gain a level of understanding that goes beyond what you can read online or learn in a webinar.

So why is all of this important? It is where the future of window treatments is going, but it is more than that. If you want to be recognized as a leader in the industry, then you must be proficient in motorization.

This is exactly how I really began to understand motorization. We wanted a combination of drapes, woven wood shades, roller shades, HD Duettes and HD Alustra roman shades in our home. In specifying them and having long, detailed conversations with my lead installer, I learned many of the ins and outs of the various systems, including how I was going to hide the cords and whether battery motorization would work for particular products.

The other benefit is the profitability of motorized window treatments. Even a simple suggestion that your client add battery operation to a single cellular shade increases your gross sale by about $300. The great advantage is your other net costs, such as installation and freight, do not change with the addition of motorization, so your net profits increase on this unit. When you start to compound this over many projects, you will substantially increase your net profits. When you bring more value to your clients and create more net profit for your business, you can count yourself as successful. z

The other major benefit of having motorized treatments in your own home is that you learn to appreciate the convenience, even in areas where motorization is not a true necessity. Prior to motorizing my treatments, I would walk around furniture to the four windows in our bedroom in order to open and close shades and drapes. Now I hit two buttons and out the door I go. Is this a critical quality-of-life change? Well, certainly not critical, but definitely appreciated and time-saving. Think about a piece of tech you currently use daily that you thought you would never need. Ten years ago, would you think you would “need” to tell your TV to change channels rather than simply pressing a button on your remote? It’s the same with motorized window treatments. When you use them, you learn to appreciate them.

Go to Industry Events If you want to learn about motorization, you absolutely must go to industry events. This is where you see what the latest innovations in motorization are. The best of the best is the International Window Coverings Expo (IWCE). At the expo you can see the newest introductions, operate the products and talk with the sales reps, who can explain to you the features and benefits of their lines.

LuAnn Nigara is an award-winning window treatment specialist and co-owner of Window Works in Livingston, NJ. Her highly successful podcast “A Well-Designed Business” debuted in February 2016. She has since recorded more than 400 episodes. Hear LuAnn’s presentation “Art of the High-Ticket Sales” at the nternational Window Coverings Expo on March 8 to 10. She will also speak at the workshop “What Do You Do When They Say No—Closing the Sale” and the show’s closing session, “100 Best Ideas.”

WindowWorks-NJ.com/podcasts Facebook: WindowWorksNJ Twitter: WindowWorks_NJ Instagram: WindowWorks Houzz: Window-Works

Window Fashion Vision | 49

INSPIRATION finding and sharing joy through design

Silver metallic sheer draperies create a dramatic backdrop for a comfortable contemporary space. Window treatments help to unify a large space with two open seating areas. 50 | wf-vision.com | Mar + Apr 2019

Finding

& Sharing

JOY THROUGH

DESIGN

BY SOPHIA BENNETT

he life and career of Lorna

had crawfish festivals and crab feasts

Gross-Bryant, MBA, ASID,

and things like that. Instead of having a

NCIDQ, reads like plays

cloth tablecloth, meals were served out

performed in two acts.

of large pots with newspaper spread

The owner of Lorna Gross Interior Design in North Bethesda, MD, was born near New York City. Her father owned a contracting firm. Her mother, a teacher who was also a beautiful seamstress, loved to entertain at the family’s chic suburban home. Parties and dinners featured formal place settings and elegant décor.

across picnic tables." These disparate life experiences gave her an appreciation for diverse cultures and how different people find joy in their everyday lives—two things she draws on regularly when designing for commercial and residential clients. But design is actually her second career. Growing up in small towns,

“Fast-forward to mid-childhood and we

she never knew anyone who was an

moved to Louisiana,” Gross-Bryant says.

interior designer and didn’t realize the

“We lived in a small town that was very

profession even existed.

informal and casual, but so fun. They

Window Fashion Vision | 51

INSPIRATION finding and sharing joy through design

When Gross-Bryant started thinking about what she wanted

Spaces she’s designed have appeared in numerous publications,

to do with her life, there were two things she knew. “I wanted

including Home and Design, House Beautiful, The Washington Post

to be creative and I wanted to be able to support myself,” she

and Elle Décor.

says. “I decided to go into marketing because it was the most creative aspect in business.” She earned a bachelor’s degree

Less Is More for Modern Drapery

and an MBA from the Robert H. Smith School of Business at

Gross-Bryant’s style has been described as layered, dynamic and

the University of Maryland, College Park, and went to work for a pharmaceutical marketing company. But even branding and management didn’t provide the creative outlet she craved. She eventually went back to Marymount University and earned an undergraduate degree in interior design. She opened her firm in 2006. Since that time, she’s been widely recognized by peers and other

highly personalized. “For the

“Being in interior design really is an opportunity to be immersed in all of the areas I love. I get to deal with textiles all the time. I get to work in construction and with contractors and see something beautiful grow from the point where it was just a thought into a finished product.”

professionals. She’s received ASID’s prestigious Designer of Distinction Award as well as the Unique Home Award. She was recently named one of the African American Top 20 Interior Designers by the Black Interior Designers Network and one of the 20 Best Interior Designers in Washington, D.C., by Expertise.com.

52 | wf-vision.com | Mar + Apr 2019

layered and dynamic part, what you might see on your consumer-oriented websites are nice interiors, but they’re going to be simple. They’re not going to have a lot of layers to them because it takes a lot of thought to pull that together. My goal is always to create a space that, when someone sees it, they think, ‘This would be really hard for

me to re-create.’” The key to doing that is to use varied elements, but not so many that the space looks cluttered. She also tries to use classic and personalized elements whenever possible so the space will have lasting appeal.

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INSPIRATION finding and sharing joy through design

A late 19th-century empress bronze bust from Italy centers the library and complements the view. Coffered ceilings and wall moldings add varying depths and definition to otherwise flat planes.

As far as creating personalized spaces goes, “I really like to

homes. “It’s inspired by what the millenials are looking for,”

peel back the layers of my clients to understand what their

Gross-Bryant notes. Sheers are also very popular.

style preferences are, as well as what makes them happy and joyous in life, and incorporate as much of that as I can into the design,” she says. “Many of my clients are busy corporate executives, and that means their home has to act more like a sanctuary for them. Their life before they walk across the

She’s also getting lots of requests for motorized window coverings. “There are so many more people that are interested in technology and simplifying their lives. Being able to press a button and have all of the window coverings

threshold is so busy. Their home should be a place where

in a room close at the same time is very appealing to clients.”

they can let their hair down.”

The Business of Interior Design

When she sources custom window coverings, Gross-Bryant

Gross-Bryant’s strong grounding in business principles

tends to stick with clean, simple designs, which means she

helped her weather the economic downturn that struck only

mostly does panels or shades. “Less is more. We may still

two years after she’d hung out her shingle. Her background

do a tape on the leading edge of a drapery, but we probably

in branding helped her establish a strong identity for the

wouldn’t do fringe.” The swags and tiebacks that were

firm and communicate its value effectively. Her ability to

once popular in the Mid-Atlantic region are in much lower

manage people ensured she had the support she needed,

demand now.

and her experience with financial statements allowed her

What clients are requesting is more bold, bright, joyous colors—a look that fell out of favor during the 2008 economic recession but is finally making its way back into

54 | wf-vision.com | Mar + Apr 2019

to carefully track the bottom line. Providing exceptional customer service is always a critical factor in maintaining a healthy business.

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Window Fashion Vision | 55

INSPIRATION finding and sharing joy through design

Sunny yellow window treatments provide a fresh lift to a relaxed family room. Using a variety of textures, such as a faux croc table and woven frame lounge chair, adds visual interest.

Light floral fabric hangs from decorative hardware and softens an octagonal bedroom niche. Silhouette window shades provide privacy in each room at night but are raised and disappear into the casement when not in use to highlight the view of the outdoors.

56 | wf-vision.com | Mar + Apr 2019

Gross-Bryant does corporate and residential projects, and she says designing for these very different types of clients has some important distinctions. “Corporate is a little more clinical. Decisions are often made by committee. You also have to make sure that the space is consistent with the primary characteristics of the brand. In residential, decisions are much more emotional. Usually you’re dealing with an individual or maybe two people. Residential clients are tied more closely to the intricate details. Textures and patterns, for example, become more critical because the client is impacted by them more often.”

< Originally a gentleman’s office with circa-1960s knotty pinewood paneling, this space was transformed into a fresh, multiuse study. Silk turquoise medallion draperies bookend the room and provide a sophisticated pop of color. A striking iron mirror floats above the sofa and opens the room by reflecting its light.

The knowledge she received during her

they can rely on for advice and support. “There

two very different college internships also

are so many moving parts in interior design,”

played a critical role in her success. One

she says. “It’s 95 percent logistics. Only 5

internship took place at a showroom. The

percent is the creative piece. Making it happen

other was working with a designer who was decorating spaces for

and executing it is really the lion’s share of what we do if we do it

a royal family in the Middle East. “Those opportunities helped me

well.” Mentors should have experience in the design industry and

get an understanding for how the business worked,” she says. “I

understand the industry’s best practices. From there, it’s a matter

tried to be observant and take everything in, like a sponge.”

of finding someone who is the right fit for your personality

It’s perhaps for that reason Gross-Bryant highly recommends that

and goals. z

designers find a mentor or network of experienced peers who

Window Fashion Vision | 57

INSPIRATION trending embellishments

Fabricut’s Mineral Obsession Collection is an assemblage homage to materials, from natural fibers to glass and metals 58 | wf-vision.com | Mar + Apr 2019

Trending Embellishments BY JANA PLATINA PHIPPS

ill I see you in Nashville, fringe friends? I have a hot new seminar called “Trending

TOUCH ME TEXTURES

At the recent Heimtextil in Frankfurt, Germany, the largest international trade fair for home and contract textiles, global design trends shared a common theme. “A longing for a tactile experience is growing,” asserts Thimo Schwenzfeier, director, marketing communications at Messe Frankfurt. This is a response to the removed digital age in which we live.

Embellishments” that I cannot wait to share with you on Saturday morning at the International Window Coverings Expo. In order to build my presentation, One of the featured trends in the Toward I took a journalistic look at my current Utopia-themed Trend Space is Embrace projects that will launch in 2019 with Indulgence. It is characterized by high-pile, jobbers, manufacturers and retailers. fine handwoven textiles and warm textures I scoured my photos from designer that create a sense of tactile attraction, showhouses, High Point Market and inviting us to put down our devices and the international shows Heimtextil, cocoon in comfort. Maison&Objet and Salon Mobile. I also asked influential brands, interior Shay Geyer, owner and designer at IBB designers and workroom influencers The Dawn Sconce for M2C Studio “is influenced Design Fine Furnishings in Dallas, reports, about what they are forecasting and by fiber art,” says designer Leyla Gans. “It’s art “We’re seeing a resurgence of made purposeful and beautiful. The hard surfaces producing in 2019. Here is a sneak embellishments and trims as clients of walnut and brass are softened by the feminine peek at the design and fabrication are embracing details on a quest for texture of the flowing yarns.” trends I’ll be sharing, along with individuality and uniqueness. From wide a hundred captivating visuals, to tapes to bullion fringe on skirted entry inspire and infuse your work with leading-edge (pardon the pun) and side tables, these trims help soften a room.” embellishments.

Window Fashion Vision | 59

INSPIRATION trending embellishments

Ulla Johnson called her spring/ summer 2019 collection “a meditation on craft.”

Colors are subtle pales: whites and ivory and very light gray favorited by designers for a serene bedroom.

The Kelly Chair at Burton James adds a Greek Key design in nailheads, updating a classic slipper chair. 60 | wf-vision.com | Mar + Apr 2019

Strings Attached Lounge Chair by Palecek is fabricated with wrapped fibers that mimic tassels as it creates form.

ABOVE: 9TLSPWXIVIH SXXSQER F] 2EPIWWS [MXL )YVSTIER FSZMRI LMHI PIEXLIV XVMQ BELOW: (IWMKR F] )PM^EFIXL 7GVYKKW SJ 7YTIVMSV 'SRWXVYGXMSR ERH (IWMKR 4LSXS F] 0]RWI] 'YP[IPP 75*8 4LSXSKVETL]

INSPIRATION trending embellishments

ABOVE: Omarocos Place by Sella Concept. Photo by Nicholas Worley. RIGHT: Balmain’s collection was a collage of hard and soft materials, including metals.

NATURAL MATERIALS At High Point Market, Sarah Walker, owner/designer of Ontario, Canada-based The Curated House, moderated a panel entitled “Wellness in the Home and How to Sell Healthy Design.” Wellness is a hot topic in both health care and design, in response to increased illness from toxins, anxiety and uncertainty in society. The idea of the home as a sanctuary will continue to be important from both a sensory and materials standpoint. That was highlighted at Heimtextil, which showcased the trend Seek Sanctuary. Natural embellishments help create an exotic escape in the hands of New York-based interior designer Natalie Kraiem of Natalie Kraiem Interiors. Natalie designed a serene “Getaway in Paris” master bedroom for Holiday House NYC (pictured at right). “I love using embellishments in my designs to take the room to the next level. Embellishments add depth and sophistication,” she says. The glass-mosaic-embellished Fiori Nightstands designed by Ornella Pisano of Ercole Home (p. 60) bring the outdoors in. “The flowers and the blossoms indicate the delicate, graceful, resilient and healing quality of flowers and nature, a parallel to honor the feminine in all of us,” she says. She designed this series in support of the Breast Cancer 62 | wf-vision.com | Mar + Apr 2019

Research Foundation championed by Holiday House NYC and participating designers. Sarah Montgomery, proprietor of Sarah Montgomery Design in Chicago, sees an evolution in styling with natural fibers. “Tassels and pompoms are moving away from boho and into larger and more sculptural situations—onto lighting and more modern, statement furniture.” Known for contemporary styling, Boston-based interior designer Justine Sterling of Justine Sterling Design says, “I turn to leather as an accent texture when creating a modern aesthetic for my clients.” In the case of the sculptural Nalesso ottoman (p. 61), she notes, “The leather trim is also functional, used to move the piece into place. That’s good design.” z Jana Platina Phipps is well known as a trimmings designer with a refined vision for the use of trims in home furnishings, fashion and luxury DIY. Affectionately called Trim Queen by her clients, she adopted the moniker and launched her blog, “Trim Queen Chronicles,” in 2013. She now shares inspiration for creativity in modern embellishments daily via her social media channels. Join Jana at the International Window Coverings Expo on March 8 to 10 for the workshops “Trending Embellishments,” “From Nashville to National Notoriety” and “Translating Fashion into Design.” TrimQueen.com Facebook: TrimQueen Twitter: TrimQueen Instagram: TrimQueen Pinterest: TrimQueen

Embrace Indulgence trend showcase at Heimtextil

Window Fashion Vision | 63

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)bm7o -v_bom (bvbom Ň ѵƔ

INDUSTRY become a home stager

STAGING: MARKETING with

EYE APPEAL

Joké Durojaiye Genesis Home Staging

66 | wf-vision.com | Mar + Apr 2019

BY JOANNE LENART-WEARY

hether you are enjoying dinner at a great restaurant, purchasing a car or going on a date, presentation matters. Staging is the art and science of marketing a house by appealing to all of the senses. The better first impression a house makes,

the quicker it sells—and typically at a higher price. It isn’t about creating pretty spaces; it is a marketing tool to get a house sold. Staging helps transform a property from someone’s home into someone else’s potential new house. Unlike decorating, where you are trying to appeal to the homeowner, staging appeals to those who would be attracted to that house because of characteristics like price, size, location, amenities and schools. The goal is to trigger an “aha” that helps a potential buyer say yes to the address. If you are looking for a new revenue stream, staging is a great stand-alone or added service to your business. Sellers need your advice about color changes, furniture placement, finishes, landscaping and other parts of a home’s environment. Once a service reserved for luxe housing, real estate expert and “Shark Tank” star Barbara Corcoran says, “Staging is no longer an option but a must.” In addition to cosmetic changes, stagers may also suggest major renovations that will increase the value of a property. Those renovations can include bathroom and kitchen remodels, new flooring or countertops, updated lighting or even front door replacements. Blending a design and staging background will make you a more marketable candidate than a stager without the connections and resources of a designer/decorator.

Window Fashion Vision | 67

INDUSTRY become a home stager

Michelle Upshaw – Ready Set Staging

STAGING SELLS I have been staging houses since the 1970s, when I had my

believe staging makes it easier for potential purchasers to

real estate license. What I quickly saw was when I took the

visualize the property as their future home. In the same

time to depersonalize, modernize and rearrange the homes I

survey, sellers’ agents say staging greatly decreases the

was selling, they sold more quickly and for more money. The

amount of time a house will stay on the market, particularly

comment I heard most often from my sellers was, “I didn’t

when it focuses on the key areas of family rooms, kitchens,

know my house could look this good.”

dining rooms, and master bedrooms and baths.

Many years later, staging has become one of the hottest

Sandra Racz, director of The Decorating and Staging

niches in the design industry. From vacant homes filled with rental furniture, to occupied homes that have been reorganized and decluttered so they can be seen in their best light, staging sells houses. A National Association of Realtors survey found that 77 percent of buyers’ agents

Academy (which I founded in 1999), says she purchased her last three homes because she thought the staged gourmet kitchens would result in her becoming a better cook. It didn’t, but the houses got sold because a smart stager knew how to enhance key selling features. Even as a stager, Sandra fell for this marketing technique.

68 | wf-vision.com | Mar + Apr 2019

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WHAT STAGERS DO The income opportunities from home staging come in the various packages you may offer, which typically look like this: • Walk and talk consultation. For this, you analyze the property while making appropriate suggestions to get the seller on the path to ready the property for sale. Suggestions may include paint colors, finish suggestions, editing, personal shopping, placement, décor and even renovations. You earn a fee for your consultation. • Occupied staging. Occupied staging uses what the homeowner already has after editing. Income streams include consulting, personal shopping, rental furniture to replace tired pieces and redesigning the space. • Vacant staging. In this case, stagers must fill a space with furnishings and décor. Many stagers build their own inventory, which they lease to the seller to enhance the way a house shows. If you don’t own your own inventory, you may rent from a rental company. Many stagers do a combination of furniture from a rental company furniture and accessories from an inventory they have purchased. Revenue is generated by the stager’s design expertise and labor along with a markup on rental products.

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INDUSTRY become a home stager

Window Fashion Vision | 71

INDUSTRY become a home stager

Virginia Youngblood DO-STAGE! LLC

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GET STARTED! To offer home-staging services, you need a good eye for color,

young families are often in the market for staging services.

composition and style. It is important to be aware of current

Realtors and brokers who don’t have experience in this area

trends so the spaces you create appeal to today’s buyers.

may also be willing to partner with you. Also, look for “for sale

But equally important, you need to understand several key

by owner” properties that could benefit greatly from your

principles of real estate and how design can enhance them.

staging expertise.

• Value validators. These are the elements that help

• Price your services right. The very general rule of thumb for

validate the price of the house. They include things like the architecture, view, fireplaces, quality finishes, floor plan or other things that people are attracted to in a home. When staging, it is important to arrange furniture and other elements to play up the things that will get buyers excited and eager to submit an offer. • Competition in the marketplace. Before you start staging, research other houses in the area that fall in a similar price range. Is the home you’re working on in a good school district, big enough for a family, and full of great features, like a fenced yard and open floor plan? Compare it to comparably priced houses with similar features. Do they have quartz countertops and pendant lights? Do wood floors and ductless heat pumps seem requisite? You might recommend the seller install these features to better compete with these houses.

what to charge for home-staging services is 1 to 3 percent of the house’s selling price. This will vary greatly depending on your local real estate market, competition, experience level, and other factors. z JoAnne Lenart-Weary has been creating beautiful rooms for over 40 years. She has appeared on HGTV and ABC and is a frequent speaker for The-DSA, IWCE, WCAA, RESA, IAHSP, and many other organizations. JoAnne founded The Decorating and Staging Academy in 1999 and has taught thousands how to create beautiful rooms through decorating and staging. She was voted one of the most influential people in the staging industry in 2018. TheJLWCompany.com Facebook: JoanneLenartWeary Facebook: HowToDecorateAndStage Join JoAnne at the International Window Coverings Expo on March 8 to 10 for the workshops “How to Make Money with Immediate Gratification Decorating” and “Ten Things You Need to Know About Staging.”

• Understand what your audience expects. As is true of designing, what you or the seller like doesn’t matter when you’re staging. You want the staging to appeal to potential buyers. When conducting the initial walk and talk, I explain to sellers they probably won’t like some of the suggestions or changes I make because it isn’t about their aesthetic. The goal is simply to attract good buyers. After all, you only have eight seconds to make a great first impression when they walk through that door. Here are a few business considerations to keep in mind as well. • Create a marketing plan. As the owner of a window treatment or design business, chances are you’re also in charge of sales and marketing. The same is true with being a stager— you must take the time to market your services. Create a marketing strategy that includes building your social proof and credibility.

Interested in learning more about becoming a home stager? Look into these trade associations and training programs. The Decorating and Staging Academy the-dsa.com RESA realestatestagingassociation.com International Association of Home Staging Professionals iahsp.org

• Identify your demographic. Who can you sell your services to, and who are you best suited to serve? Empty nesters and Nickolas Sargent

Window Fashion Vision | 73

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COMING UP in our next issue

In Our Next Issue… Expect a jam-packed issue of Window Fashion VISION to arrive in your mailbox or inbox later this spring! In the May/June issue, we’ll share highlights from this year’s International Window Coverings Expo, including the top trends and ideas spotted by our panel of experts. We’ll also showcase our Designer of the Year and Design Competition winners.

The May/June issue will be our annual trends issue. We’ll take a look

at international and domestic drapery, hardware and embellishment trends with Trim Queen Jana Platina Phipps, former Window Fashion VISION editor Susan Schultz and longtime industry professional Kathy Wall.

Need more inspiration? We’ll get you

ready for summer with a look at what every window fashion professional needs to know about outdoor living. We’ll cover performance fabrics, shades and awnings, and tips for keeping clients cool by the pool or on a patio.

| wf-vision.com | Mar + Apr 2019 76 76 | wf-vision.com | Mar + Apr 2019

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Window Fashion VISION March + April 2019

Articles inside

Navigating Motorized Window Treatments

Customer Service and Motorized Window Coverings 101

Building a Team as a Solopreneur Leads to Success

Dust Off Your Business Plan

Grace Note