Window Fashion VISION Magazine May/June 2022 Issue

The Great Outdoors

VOLUME 44, ISSUE 3 MAY + JUNE 2022

• What’s IN • Performance Fabrics • Design Ideas

2022

IWCE RECAP

+

DESIGN COMPETITION WINNERS

Screen Naturals is the perfect indoor shading

it reflects heat and filters natural daylight to

solution that emphasizes natural daylight

prevent glare, regardless of the chosen color.

and meets all requirements when it comes to

Screen Naturals are made of 100% Trevira CS,

sustainability, performance and aesthetics.

have a refined weaving texture and come in

The non-pvc screens combine the best of

a palette of neutral color tones to suit any

both worlds. Thanks to its metallized backing,

interior style.

1

MAY + JUNE 2022 | wf-vision.com

BE INSPIRED

Discover more

coulisse.com

V ISION

1

PATIO SHADES

Block the Sun, Not the View.

OASIS PATIO SHADES & RETRACTABLE SCREENS by Insolroll 4 models to fit every application, with welded fabric edges and a choice of solar, blackout, translucent or insect fabrics.

Oasis 2600 Patio Sun Shades

Oasis 2800 Patio Sun Shades Custom sizes up to 19’ wide Somfy OR Driven by Lutron™ system motorization Hand crank manual operation option Side track OR cable guide system

Custom sizes up to 10’ wide Manual clutch operation Bungee cord system

Oasis 2700 Patio Sun Shades

Oasis 2900 Retractable Insect Shades

Custom sizes up to 11’ wide Manual clutch OR motor operation Cable guide system

Custom sizes up to 19’ wide Somfy OR Driven by Lutron™ system motorization SHY® Zip zipper retention system 4-sided seal keeps bugs OUT

Making patio shades since 1986 5 day lead-time on most orders Award-winning customer service Fabricated in Louisville, Colorado USA

2

637 S. Pierce Ave., Louisville, CO 80027 | MAY + JUNE 2022 | wf-vision.com

TEL

303.665.1207 | www.insolroll.com

PATIO SHADES

Window Shade Automation Has Never Been Easier!

INSOLROLL MOTORIZED SOLAR, BLACKOUT, & DECORATIVE ROLLER SHADES Power and control solutions for every application.

New QUIET

SIMPLE

COMPLETE

SOLAR POWERED

APP CONTROL

MOTOR SELECTION

motorization systems eliminate the need for an electrician

easily set scenes and schedules; voice control compatibe

AC, DC, and Battery motors for new and existing construction

All radio motor technology compatible with existing Somfy RTS systems for easy add-ons for past customers.

Large in-stock fabric inventory•5 day lead-time on most orders Award-winning customer service•Fabricated in Louisville, Colorado USA

637 S. Pierce Ave., Louisville, CO 80027 |

TEL

303.665.1207 | www.insolroll.com

V ISION

3

G R AC E N OT E From The Publisher

GRACE NOTE

R

egardless, if you have been in business for five years or 35 years, one of the most rewarding experiences is when you accomplish something you didn’t think was possible. I like to call this a career high. And, as business owners, we all know how wonderful this feels and how it makes the hard work in challenging times well worth it.

Last month, I had such a career high on the opening day of the 2022 International Window Coverings Expo (IWCE). I had that feeling when I saw crowds of people waiting for the doors to open and being able to register for the show.

Associate Publisher Ania McNamara (left) and Publisher Grace McNamara

When I walked down past the rooms where the seminars were being held and I peeked in, it was incredible to see that they were well-attended and full of attendees who were eager to learn and improve their skills.

To have a feeling of pure joy and contentment when everything comes together, and all your efforts are rewarded, is amazing. Although I’ve had many successful years and experiences, the start of 2022 IWCE was a magical moment.

The other time when I had this overwhelming feeling that my determination was rewarded was in 1997 at our IWCE in Atlanta, GA. It was the first time we were going up against our largest competitor.

We built a better mousetrap and succeeded in producing a more successful show then we could have even imagined.

Due to the pandemic and not being able to hold IWCE for the past two years, this made the success of this year’s IWCE even sweeter.

4

MAY + JUNE 2022 | wf-vision.com

Publisher Grace McNamara and the winners of the 2022 VISION Design + Workroom Competition.

I could not have achieved such success without the team who is dedicated to producing the best expo ever. My daughter, Ania, who is now my business partner, gave 110% to IWCE. At times, I could see in her eyes both the stress of the enormous responsibility and the excitement of what we were creating. During IWCE, it was amazing to see Ania in action and how she has become so passionate about the window treatment industry.

The success of 2022 IWCE was not only due to the culmination of my team’s hard work, but also because of you our vendors, sponsors and attendees, who made the investment and commitment to be involved with our ever-growing and -evolving industry.

I offer a big thank you to everyone who was a part of IWCE this year!

Warm regards,

Grace McNamara Publisher Grace@wf-vision.com

CO N T E N T S May + June 2022

W

I

N

D

O

W

F

A

S

H

I

O

N

VISION

IN THIS ISSUE

W I N D OW T REAT M EN TS & I N S PIR E D D E S IG N

F E AT U R E S

D E PA R T M E N T S

4

GRACE NOTE

A View From Above

Photo courtesy of Clive Daniel Home

By Grace McNamara, Publisher

33

THE GREAT OUTDOORS

40

Take It Outside

State of the Outdoor Window Treatment Industry

Great Performance Details Of New Fabrics

46

Out Is In

Nature’s Influence On Interiors

IWCE 2022 RECAP

48

IWCE Back in Action!

Workroom Happenings

Showcase

Product Highlights

61

Well Deserved

2021 WMCA Products Of The Year

6

MAY + JUNE 2022 | wf-vision.com

Roller Shades For Very Large Openings

By O’D McKewan

22

FULL FRAME: Designers & Dealers

24

FULL FRAME: Installer

Designer Aerin Lauder Expands Brand

Increase Your Profits With Plantation Shutters

FULL FRAME: Workrooms

By Elizabeth Gerdes

Centrally Located

58

FULL FRAME: Technology

All That’s Interesting

Big Is Small: A Day In The Life Of A Workroom Owner

IWCE Work Benefits

Highlights and Details

Breath Of Fresh Air

18

About This Issue’s Cover

26

Special Attention

54

POINT-OF-VIEW: New & Noteworthy

disCOVER

By Roger Magalhaes

52

50

10 12

2022 DESIGN COMPETITION AWARDS

62

The annual Window Fashion VISION Design Competition Awards honor the most talented members of the window covering industry

29

WELL-CRAFTED

74

SHOW ME THE MONEY

A Q&A With Industry Innovator Lance Keziah, CEO, Crypton

How To Sell Your Value And Charge What You’re Worth

By LuAnn Nigara

78 80

GLARE

Product Spotlight

CURTAIN CALL Last Look

A

DE

.A

M

.

The SheerWeave app is available for free download to all mobile devices.

.

IN T H E U

S

MASTHEAD May + June 2022 W

I

N

D

O

W

F

A

S

H

I

O

N

VISION W I N D OW T RE AT ME N TS

& INSP IR E D DE SIGN

Volume 44, Issue 3

President/Publisher | Grace McNamara grace@wf-vision.com Associate Publisher | Ania McNamara ania@wf-vision.com Editor-in-Chief | Sara Fiedelholtz sara@wf-vision.com

The Great Outdoors

Art Director | Eric Taylor eric@wf-vision.com IWCE Conference Director | Shannon Flaherty shannon@wf-vision.com

• What’s IN • Performance Fabrics • Design Ideas

Copy Editor | Maude Campbell Marketing Coordinator | Samantha Sladek samantha@wf-vision.com

Accounting | Kim Rick accounting@wf-vision.com

VOLUME 44, ISSUE 3 MAY + JUNE 2022

Social Media Coordinator | Corina Buzdugan corina-elena@mcnamaramarketing.com

2022

IWCE RECAP

+

DESIGN COMPETITION WINNERS

CONT RIBUT ORS Elizabeth Gerdes, Roger Magalhaes, O’D McKewan, LuAnn Nigara, Sandra VanSickle

PHOT O GR APHER Viviana Garcia, Viviimage Photography

SUBSCRIPT IONS 651-330-0574 • info@wf-vision.com

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

Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4707 Hwy 61 N #255, St Paul, MN 55110, Tel 651-330-0574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion VISION, 4707 Hwy 61 N #255, St Paul, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2022 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 2022, VOLUME 44, ISSUE 3.

8

MAY + JUNE 2022 | wf-vision.com

ON THE COVER: Photographer: Juan Montero Project: Outdoor Pool Area Midtown 29, Miami, FL Shades By Design Gil Breef, President

For magazine updates, go to Facebook.com/wfvisionmagazine

Keep up with all the news @WFVMagazine

Follow us and re-pin at Pinterest.com/wfvisionmagexpo

Follow us on Instagram @wf_visionmag

Somfy powers smart living - inside and out The Sunis WireFree TM Outdoor RTS Sun Sensor This battery-operated outdoor sensor automatically adjusts Somfy powered awnings, exterior screens, rolling shutters and pergolas based on the sun’s intensity, providing automatic comfort.

Scan for more information

d i s COV E R

COVER STORY The cover for this issue of Window Fashion VISION magazine is from the rooftop pool area at the Midtown Miami-located residential rental building Midtown 29 designed by Shades By Design.

“When you create a project in a hightraffic area, you must first think about durability and maintenance,” said Gil Breef, president of Shades By Design.

Using the color palette selected by Midtown 29’s design team, Shades By Design created the custom draperies for the cabanas. The curtains are made from Sunbrella outdoor fabric with outdoorgraded stainless-steel hardware and grommets.

With a large team of engineers and designers, Shades By Design has the skills and capabilities to do a variety of projects, from large commercial projects to small window treatment designs and installations for single-family homes.

Since the pandemic, Shades By Design has seen an increased demand from homeowners who want to upgrade pergolas, install insect-repellent screens and create livable outdoor spaces that better utilize their available space.

“Creating a real outdoor living space is a much more European concept,”

Although based in South Florida, Shades By Design does many projects in the Caribbean, as well as in other regions of the United States. An interesting project Breef and his team recently completed was to design and install a massive exterior roof and vertical shade system for a greenhouse in Nantucket, MA. “My in-house team of engineers and designers worked with the architectural engineering firm so it could build the structure based on our needs to install the shades required by the greenhouse,” said Breef.

10

MAY + JUNE 2022 | wf-vision.com

said Breef. “But, now there is greater demand in the U.S. and the quality of products available are better and many that are coming from outside the U.S. are very sophisticated.”

Breef and his brother started Shades

By Design in 2014 as an extension of their existing New York City-based window treatment company New York Window Fashions.

Shades By Design 6017 NW 6th Ct., Miami, FL 305-859-1055 ShadesByDesign.com

“Nantucket is a tough environment. It has high winds, snow and is an island off the coast of Massachusetts. The greenhouse had to have a retractable roof shade system that could operate in these varying elements.”

For the project, Breef used Renson Outdoor from Belgium.

It is one of the two European companies—the other is the German company Markilux Awnings—that Breef likes.

And when it comes to hurricane shutters, which, being based in South Florida, Shades By Design installs on a regular basis, Breef particularly likes the retractable hurricane systems by Progressive Screens. Shades By Design is also a certified dealer for Lutron and Creston. And its motor of choice for its motorized window treatment systems, pergolas and retractable awnings is from Somfy. V

BRING INDOOR ENTERTAINMENT OUTDOORS Designed for alfresco entertaining areas, pergolas, verandas and balconies, Zipscreen provides privacy and offers protection from the elements without interrupting the view.

Zipscreen is easy to operate with manual or motorized control.

Complete the solution with Automate™ FT motors and Texstyle X-Weave exterior solar shade fabric.

Visit Zipscreen.com

V ISION

11

P O I N T- O F-V I E W

ON A HIGH

STATE OF INFLATION The cost of goods keeps rising and there are lots of questions asking why. But the simplest explanation is because of long-term demographic shifts. The U.S., like many other countries, simply doesn’t have enough workers to make and move all the things that people want to buy and companies had to raise wages—and, thus, prices to attract available workers.

Since its founding in 2020, High Point x Design (HPxD), a collective of 50 branded showrooms and two shopping districts, is working to reimagine High Point, NC, as a yearround hub for design and creativity.

It has recently announced its first managing director, Jane Dagmi. Prior to joining HPxD, Dagmi was editor-inchief of the trade publication Designers Today.

She has spent nearly 30 years reporting and collaborating with the home furnishing and interior design industries. Up until now, HPxD flourished as a grassroots organization, but with Dagmi leading the charge, the hope is to move the collective and its efforts forward purposefully. » Hpxd.org

AWE IN COSTS

There are 11 million job openings in the U.S. economy right now, yet there are only 6.5 million people who are unemployed. And, according to Ron Hetrick, senior economist at Burning Glass, a labor market data and analytics company, the gaps in the supply chain are because people aren’t there to make the goods.

States like Maine, New Hampshire and West Virginia are already “super-aged,” meaning that 20% of the population is 65 or older. The entire U.S. population will be super-aged by 2028, estimates Olu Sonola, head of regional economics at Fitch Ratings.

Economists thought that boomers—those born between 1946 and 1964—would stay in the labor market for longer.

But boomers’ homes have gotten more valuable and their stock market portfolios have grown over the last few years, so when the pandemic hit, they decided to retire.

More than half of the 5 million people who dropped out of the labor force since 2020 are 55 or older. And, according to a recent survey from the Federal Reserve Bank of New York, the average expected likelihood of working beyond age 62 declined to a new low of 49.3%.

The problem with demographic-driven inflation is that it’s not going away anytime soon. Last year, the U.S. population grew at 0.1%, its slowest rate since the nation’s founding, according to the census. And the fertility rate continues to decline. By 2034, older adults will outnumber children for the first time in U.S. history.

Meanwhile, U.S. consumers are spending as if nothing has changed, keeping demand for goods and services high. The most obvious effect of this demographic shift is on their pocketbooks.

12

MAY + JUNE 2022 | wf-vision.com

TOURS ON THE TUBE The new weekly video series Designer Home Tours has debuted on YouTube.

It provides viewers with an inside look at the homes of interior designers along with their recent client projects.

The series is spearheaded by Laura Bindloss, the founder of the New Yorkbased public relations and social media agency Nylon Consulting.

The first video in the series features designer Liz Caan and upcoming episodes will draw attention to the talents of Zoe Feldman, Robert Passal and Bella Mancini. » YouTube.com

The Professional Awning Manufacturers Association (PAMA) found in a 50-city study that awnings significantly reduce cooling costs in the U.S. Window awnings are shown to reduce solar heat gain by 65% to 77%. The PAMA study also showed that awnings may reduce annual cooling energy by more than 25% compared to homes with completely unshaded windows. This can amount to an energy savings of $200 or more. » Awnings.IFAI.com

HOME SMARTS According to a recent survey conducted by Designers Today, when it comes to incorporating smart home applications into projects, window coverings topped the lists of both the smart home products in which clients are interested (63.3%) and those actually added to a project in the past year (51.7%).

The other smart home products that were among the top five on both lists included thermostats, lighting and security. » DesignersToday.com V

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

NEW & NOTEWORTHY

With its effort to focus on its online business and making the purchase process easier, Draperies.com has officially rebranded as Supplyed. It continues to serve as a leading supplier of drapery and shade hardware and window motorization solutions. However, the new name reflects the company’s focus on its ongoing commitment to source raw materials and collaborate with manufacturers to design, extrude and mold its own products.

» Supplyed.com

There is no color other than white that gets its appeal from making spaces feel lighter and more open.

But this also creates a challenge as there is no one shade of white. To make it easier to find the perfect shade of white, Texstyle has compiled its best-selling residential white roller shade fabrics into one easy-to-shop sample deck: Continental Whites. The deck includes warmer whites, cooler whites and all the shades in between, as well as a variety of light-filtering and blackout fabrics in both solid and textured weaves.

» Texstyle.com

Are you aware of a product that’s premiering soon?

Do you have a favorite product you’d like to tell others about? Let us know! Email New & Noteworthy submissions to editor@WF-VISION.com.

14

MAY + JUNE 2022 | wf-vision.com

What started in 1992 in the Netherlands by the Roetgering family is now known as the international window treatment company Coulisse. And for its 10th anniversary in the Americas, the company has marked the occasion with a new Coulisse USA concept showroom and 50,000-square-foot warehouse facility in Miami’s Design District.

» Coulisse.com

Hartmann & Forbes tapped California-based designer Amy Meier for a collaboration that includes seven window treatment textiles with handwoven motifs, including a hand-loomed jacquard, a wabisabi-inspired pattern composed of ramie and bojagi, and a traditional Korean silk patchwork.

Meier said she drew inspiration from a variety of sources, including Japanese minimalism design, the Bauhaus School and ancient Korean cloth tradition. It’s the similarity of these movements—minimalism, functionalism and the use of raw materials—that excited Meier.

» HartmannForbes.com

V

V ISION

15

PICK A WINNER Choose Alta and watch your profits blossom.

We’ll show you how with our exclusive BLISSTM Automation systems.

16

MAY + JUNE 2022 | wf-vision.com

altawindowfashions.com/pickalta

© 2022 Custom Brands Group. All rights reserved.

V ISION

17

FULL FRAME Technology & Motorization

ROLLER SHADES FOR

VERY LARGE OPENINGS

BY O’D MCKEWAN

One of the fastest growing trends I am seeing in the new home construction and renovation industry is the creation of very large patio openings, mainly multi-panel sliding or folding glass doors.

Not that long ago, having a 12-foot-wide sliding glass door was considered an extra-large opening. Now, on a regular basis, I am seeing openings that are 20 to 30 feet wide, and it can be very challenging to effectively cover this size opening. Now, I admit, these larger openings are more prevalent on the West Coast, but I continue to get more calls from farther east in the U.S. every year.

And just like panel track shades, the first panel and the last panel are on separate tracks, thus one is farther from the wall surface than the other. Except with doors, they are much thicker, so the more sliding doors you have, the farther your fabric will be from the deepest recessed door. All of the above questions will help you customize the shade’s options.

With the popularity of roller shades and the wide array of fabric options available, I find them to be the easiest way to cover these large openings. The real trick is customizing the shades both to serve the opening and the demands of the client. I also must point out that I only offer solutions to my clients with roller shades that will be motorized.

The next thing to consider with very large roller shades is the selection of the fabric: screen, privacy, room darkening or a dual shade system. This is a very straightforward question, but the next question is more important. How many panels of fabric is the client OK with using to cover the doors? Are they expecting one piece of fabric to cover the entire opening? Or one panel of fabric for each door panel? Or a combination of fabric panels and door panels? The answer to this question is what presents the challenge. And the wider the opening and/or the higher number of doors, the more challenging the project becomes.

The first thing to consider with very large roller shades is the construction of the doors. Are they folding? Sliding? How many door panels are there for the opening? Do they have frames around the glass panes? Or are they frameless panes? If they are fold, do they fold in or out of the room? Does one door open independently?

(Most manufacturers offer a single door at one end that will open independently without having to fold the other doors.) Are there any obstructions when the doors are opened or closed, including door handles or hinges? If they are sliding doors, what is the recess depth from the first door to the last? Also, do they slide from left to right, right to left, both ways or center opening?

18

MAY + JUNE 2022 | wf-vision.com

So, let’s start with one panel of fabric to be used to cover the entire opening. Depending on the overall width and height of the door, this may seem impossible, but there are manufacturers that can make a single shade up to 40 feet wide.

(This is correct: A 40-foot-wide covering can be made with a single piece of fabric.) And many manufacturers are starting to make even wider options.

Photos courtesy of Insolroll

Size and weight are also important things to consider. Generally, the wider the shade, the larger the tube must be. Some larger shades may require a 9-inch mounting surface and can weigh hundreds of pounds. So, mounting them securely may be a challenge.

Another major concern with such a large single piece of fabric is curling. These very large shades must have the fabric railroaded because the wider the shade, the more the fabric is likely to distort. You need to explain to your clients that curling is going to happen. There will definitely be ripples, waviness, smiling, curling or some form of fabric distortion on shades of this size.

There are also multiple manufacturers that have 24-foot-wide shades made with a single piece of fabric as a standard offering in their collections. For some, it is offered as an exterior option, but the shade can easily be used for indoors. The single-piece-of-fabric shade is a great option, if the client can afford it.

However, there are some drawbacks and concerns that need to be addressed to this shade option in addition to the price.

But, there are things that can be done to reduce the distortion of the fabric, including the selection of the manufacturer’s preferred fabric for this size of opening. I have also used tracks and cables for interior projects. They can be hidden with drapery panels or, if the shade goes from wall to wall, the track may be painted to easily blend with the walls.

What do you do when a single piece of fabric shade is not right for the job? You can do individually motorized shades for each fabric panel and the fabric panels can cover a single door panel or multiple door panels depending on what the client decides. An increased number of panels means more motors and makes the project more expensive.

V ISION

19

FULL FRAME Technology & Motorization

However, the multiple door panels may become an issue when you have an uneven number of doors. For example, if you have six sliding door panels, it is easy to make six individual panels (one fabric panel for each door) or three fabric panels (each to cover two doors) or two fabric panels (each to cover three doors). In each of these cases, the fabric panels will have the same width and be able to create a very uniform look.

But with an odd number of door panels, if you do not do individual fabric panels for each door, you will have to decide where the smaller panel of fabric goes. I recommend the smallest panel go on the door panel that gets the most use (i.e., this is usually the first sliding or folding door) because it is most likely the panel that will be raised and lower more than the other panels, which could feature the more uniformed look.

However, there is another option that I frequently use when I am not doing a single piece of fabric shade: the designing of coupled or banded shades. This allows the client to have the most choice for combining fabric panels with the least number of motors required.

This means a coupled shade with one fabric per tube and having the multiple tubes joined by a coupler allows a single motor to turn multiple tubes. A banded shade is multiple bands of fabric on a single tube with a small gap between each piece of fabric. It looks like a coupled shade, but it is a single tube and, thus, less brackets to install and you can control the gap widths.

Either option allows you to customize the project to the number of fabric panels that your client wants while also limiting the number of motors required.

As the demand for more extremely large openings continues to increase, more and more manufacturers will begin to offer many more options to meet the increased demand. It is very important to make sure you understand what each manufacturer offers and what the limitations are with each of their products. V O’D McKewan is the product coach for Window Covering World and an expert on motorization and industry leader in the field of motorized window coverings. He has extensive hands-on experience with motorized window coverings, including fabrication, installation and selling.

WindowCoveringWorld.com

20

MAY + JUNE 2022 | wf-vision.com

Our passion for fabrics makes us who we are

Features & Benefits Ensuring supply of quality and consistent product whilst supporting local jobs.

Our products meet some of the world’s most rigorous standards for low emissions.

Stringently tested for colorfastness to light, ensuring fabrics will stand the test of time.

TM

Protected by StainProtect which repel stains and spills, keeping your fabric looking newer for longer.

Australian Standards of flame retardant - AS1530.3.

Highest UPF rating, providing Excellent protection from the harmful ultraviolet radiation.

All of our fabrics are PVC and Lead Free.

Giving you peace of mind and long lasting quality products.

Wilson Fabrics Pitch Black Blackout.

We would like to take this opportunity to thank everyone who visited our stand at IWCE 2022 Ft. Lauderdale. There is no substitute to face-to-face interactions and that personal touch. The response to our new Roller Shade collections and our Australian Made Drapery and Decorative Sheers was fantastic.

Wilson Fabrics transform any home or workplace environment by effortlessly offering total light control when combining our Blackout and Transluscent fabrics in a dual roller application.

Order your samples: sales@wilsonfabrics.com FOLLOW US:

scan me:

FULL FRAME Designers & Dealers

Beautiful Surroundings Aerin Lauder serves as the style and image director for the eponymous cosmetics company founded in 1946 by her grandmother, Estee Lauder.

Aerin also just released its second collaborative collection with The Shade Store. Aerin for The Shade Store is a collection of prints and patterns than offer an exclusive line of handcrafted window treatments.

Lauder’s incredible eye and love for beautiful things combined with her passion for art, travel, fashion and design inspired her, in 2012, to launch her eponymous brand, Aerin.

“Window treatments are the finishing touch in every room, they pull the scheme together,” said Lauder. “For this collection, I wanted to create a set of designs that were versatile and easy to live with. Even a simple roman shade can add style, not to mention practicality, to any room in the house.”

Her lifestyle serves as the inspirational focal point for the brand—classic, but with a modern point of view—and its collection of well-edited and curated items is most definitely inspired by her signature style.

Lauder recently added the fourth brick-and-mortar location for the Aerin brand, Aerin Miami. The other stores are in geographic locations that perfectly complement Lauder’s sensibility: Palm Beach, Florida, and New York’s Southampton and East Hampton.

The interiors for Aerin Miami were created by the preeminent French interior designer Jacques Grange, who partnered with Palm Beach architect Jeff Smith to create the store.

Looking to the Mediterranean in the 1960s and ’70s for inspiration, the space has a sun-kissed feel with an understated glamour from the vintage pieces and pops of color used to add a splash to its beach-inspired backdrop.

22

MAY + JUNE 2022 | wf-vision.com

The store beautifully presents Lauder’s seasonal selection of everything from bar and bath accessories to fashion and home furnishings. The curated collection also highlights the brand’s collaboration with such well-known brands and designers as Colefax and Fowler, Diane James, The Shade Store, Casa Lopez, Tommy Mitchel and The Colony Palm Beach.

Everything is beautifully designed and will easily make any countertop, vanity table or window perfectly dressed.

151 NE 41st St., Miami 786-536-7830 Aerin.com

Aerin for The Shade Store features light-filtering roller shades, roman shades, drapery and cornices in 11 materials and 40-plus colors. V TheShadeStore.com

V ISION

23

FULL FRAME Installers

Increase Your Profits With Plantation Shutters

BY ROGER MAGALHAES

From my experience, I know many dealers and installers run away from plantation shutters, but I go in the opposite direction and embrace these wood or faux-wood interior shutters.

It is true that making any mistake when dealing with shutters can be costly, but it is also true that once you master the techniques of measuring and installing, the margins and profits on this category of window treatments is significant.

Many refer to installing shutters as a giant jigsaw puzzle due to the complexity, but I prefer to think of shutters as Legos.

Yes, there many ways to specify a shutter for each window, but the key is to understand each component (I refer to these as tools), including the frames, materials, louver sizes and configurations. Once you understand what each tool does, you will be able to build the shutters easily and correctly to specification.

HERE ARE THE DETAILS ABOUT THE KEY SHUTTER TOOLS: MATERIALS: While all shutters may look the same to your customer, they are made of different materials and the selected material may be the most important factor when specifying shutters for a window. Shutters are made from a variety of building materials, including PVC, composite, real wood and aluminum.

Each material has its own capabilities—some allow for single panels to be wider than others and some allow for custom color or staining.

LOUVER SIZES: The larger the size of each louver, the bigger the space between them. Obviously, the bigger louvers are great to be able to create an unobstructed view; but the larger their size, the deeper the window jamb must be. This is to prevent the back of the louvers from hitting the window glass as they pivot. This is a very common mistake made by designers and installers. A great way to avoid this problem is to have a louver test kit on hand so you can easily check how the different-size louvers interact with the window while you are also measuring the size of the window.

TILTING RODS: The most common style is the front tilt rod that is placed at the center of the panel and has every louver stapled to the rod, so the louvers all move together. However, manufacturers have also started offering a second design option: the off-set tilt rod. This allows for the placement of the rod at the edge of the louvers instead of at the rod's center (for a cleaner look). From this more modern design, a new style of tilt rod was developed: the hidden tilt rod. This uses a very thin metal bar (and screws) to link all louvers and allows for the elimination of the front tilt rod. Some manufacturers even went a step further and developed a gear system that eliminates the back metal link. The gear system is placed in a cavity inside the side of panel (called the style). This design style allows for the titling rod to have remote control capabilities.

MOUNTING OPTIONS: This is another tool that offers many possibilities when specifying shutters. It offers a direct mount (when the hinges are attached directly to a window jamb), but the window must be deep enough and fairly square and plumb.

There are also different frame options to assist dealers in creating the specifications for the shutters if the windows don’t have enough depth or when the windows are not square. In this case, the shutters are installed outside the window jambs or on the woodwork (if there is any). Frames can vary in shape from an L-shaped to Decorative and Z frames (which are used when the window opening doesn’t have wood around it). Each frame group offers slightly different size options and it is important to select the one that will work best for a given project.

24

MAY + JUNE 2022 | wf-vision.com

Morgik Metal has been serving the trade for almost 40 years with the finest custom curtain hardware available.

CONFIGURATIONS: This is the ability to specify how each shutter panel will be hinged. There are numerous possibilities.

The configurations are like Legos and may be built in different ways. We use L for left hinges, R for right hinges and T for a post.

T posts usually have a dual function to be a design feature and/ or a structural element to give the shutter configuration more strength and durability.

L represents a window with a single panel hinged on the left side.

LR represents a window with two panels where one is secured on the left side and the other is secured on the right side. They close at the center of the window.

LL or RR represent a window with bifold shutters with both panels hinged on the same side. They are similar to a bi-folding closet.

LRTLR represents a window with a fourpanel shutter where the most left panel hinges on the left and the right panel hinges on the T-post. The third panel hinges on the left side and is also attached to the T-post. The last panel hinges on the right side and is installed on the window's wood frame.

We take great pride in our ability to work closely with interior designers, decorators, fabric workrooms and architects in manufacturing custom curtain hardware to meet your exact requirements.

TEL: 212-463-0304 FAX: 212-463-0329 SALES@MORGIK.COM WWW.MORGIK.COM MADE IN AMERICA

APPLICATIONS: This is the tool that allows plantation shutters to be one of the most versatile window coverings on the market.

They can cover standard windows, skylights, sliding doors, arched windows, sidelights, French doors, angle top windows and various specialty-shaped windows.

KNOWLEDGE IS POWER. The more you know about a product, its specifications and how to take accurate measurements can make the difference in the project making money or your making costly mistakes. It is essential to be patient and take your time when taking the measurements. It is also a good idea to take photos of the windows to be able to refer to them if necessary. Also, ask the manufacturer’s representative to assist you on your first few shutter projects so you gain the necessary expertise and confidence. When it comes to being successful with shutters, the key is to stay focused and continue to sharpen your skills and installation techniques. V Roger Magalhaes is the founder of Trading Up Consulting, which provides installation training for window fashion professionals. Magalhaes has over 15 years of experience as a professional window treatment installer in the Boston area. He is also the installation instructor for the Window Fashion Certified Professional FastTrack program and is the incoming president of WCAA. TradingUpConsulting.com

V ISION

25

FULL FRAME Workrooms

SMALL IS

BIG

BY ELIZABETH GERDES

I am the proud owner of a custom drapery workroom in North Metro Atlanta, GA. But, when I say “workroom,” many picture a big warehouse filled with workers sewing, steaming and cutting fabric day in and day out.

Others picture a factory assembly line where the completed draperies are loaded into trucks and sent to their final destinations.

But, with my workroom, the only thing that is correct from the ideas presented is the fact that I do have sewing machines.

I am a very small business. It is just me and my installer, and occasionally another workroom owner who will come in to lend some assistance. For my workroom, my commute is very short (just heading down the stairs), the uniform laid-back (mostly jeans and T-shirts) and the room is jumping thanks to the loud music (you have to be able to hear it over the machines).

The Stitch Above the Rest workroom located in Gerdes’ basement is filled dual döfix steam irons, pinnable all-wall board, lining and fabric storage under the table with tools and buckrams on the walls.

Despite its (the workroom) size, the interior design visions I bring to life are huge.

who the client is, I oversee the project from start to finish. From the first phone call to the installation, I handle everything.

Despite its size, the interior design visions I bring to life are huge.

I believe my handling every detail has allowed me to create some very intricate designs and certainly hasn’t limited the size of the projects I can do. At every point in the project, I know exactly what to do when—and I believe it is my expertise that has allowed me to run a successful workroom for the past 17 years.

I do work for both residential and commercial spaces through my retail clients; although, I do periodically work directly with a few designers. No matter

When I get a call from a potential client and I feel that they are at least 80% ready to make a purchase, I schedule a consultation. I, then, visit the space

26

MAY + JUNE 2022 | wf-vision.com

and allow my creative wheels to spin as I envision what I can create to treat the windows. I enjoy collaborating with clients on the selections of the fabrics, hardware and other details. I take official measurements, photos for my reference and provide a quote for the project.

Then, it is all about waiting for the UPS man to deliver the beautiful embroidered linen or soft plush velvet I ordered. The excitement I experience when I first unroll the bolster of fabric across my worktable is unimaginable. There is something about seeing the fabric’s perfection all laid out before me.

Gerdes installed shaped cornice with trim from Brimar over stationary draperies and designed to allow the architecture of the window frames to be visible. Fabric from Stout was coordinated to match upholstered dining chairs.

Photo: Woodie Williams Photography

Like most workrooms, I work to solve problems, impact interior designs and make spaces that feel more finished, comfortable and welcoming.

Although I always look for new challenges, it is likely I will always be considered a small workroom. Some may think of me of not being successful due to my size, others will see my abilities and expertise as what make me successful. And the struggle in deciding to bring on more staff to allow me to grow my business is real. I certainly admire those workrooms who have been successful in establishing a very large enterprise.

Classic white linen draperies were fabricated with a two-finger pinch pleat header on metal traversing hardware by United Supply.

There are certainly many points during the fabrication process that I want to pull my hair out, but there are also many moments that bring me complete calm and joy. This happens when the measurements I have calculated are perfect for the pattern or when the dressing is finally taking shape. But my biggest joy comes when the fabrication is completed and the draperies are installed. To see the original design come to life in its permanent home is the most rewarding to me.

It's installation day for Gerdes and installer Dave Starner with a three-piece cornice over traversing sheers.

Recognized as an industry leader, Elizabeth Gerdes is the owner of the awardwinning custom drapery workroom Stitch Above the Rest in Woodstock, GA. For the past 17 years, she has been designing and fabricating custom window treatments for residential and commercial spaces. She loves a good window treatment challenge and gravitates toward nontraditional projects.

StitchAboveTheRest.com

Photo: Woodie Williams Photography

V ISION

27

Photo: J. King Images

But, for now, there are plenty of workrooms that can handle large quantities of work while I focus on establishing and enjoying the personal connections I make with my clients. V

Become a Certified Professional!

Spring Your Skills & Business Forward

#1 online advanced education curriculum for window covering trade professionals. become an expert in: MOTORIZATION INSTALLATION DESIGN COLOR

50% off all online courses through 7/31!

Online, On-Demand & In Person Options!

Enroll at www.wf-vision.com/education 28

MAY + JUNE 2022 | wf-vision.com

W E L L- C R A F T E D Q&A With An Industry Innovator

Lance Keziah, CEO, Crypton Lance Keziah has served as the CEO of the Crypton companies for the past five years. Despite the fact that half of his time as CEO has been during a pandemic, Keziah has not slowed down on the execution of his strategy for Crypton’s growth across existing verticals, as well as discovering and creating new paths of expansion for the fully integrated producer of highperformance textiles in the contract, home and apparel markets.

WINDOW FASHION VISION: How important is research and development in your growth strategy?

LANCE KEZIAH: Research and development has always been in the DNA of the company. If you look back at the company’s 29-year history, we used to create all our fabrics with polyester. I certainly love polyester’s durable fibers and how it can withstand lots of wear and tear.

Our chemists continue to figure out ways we can optimize technology so we can perform at the highest level. We use technology to create new ways to weave and finish our fabrics. For instance, even though people were afraid of cotton

not only save jobs but create jobs.

Today, with imported goods, there are longer lead times, increased tariffs and higher shipping costs; so, it is the company that has product in stock that is going to win the business. And, now, we can add to our value proposition being able to deliver product to customers in four to six weeks.

because of it getting stained, we created the technology to be able to weave the fabric so we could produce a highperformance cotton fabric.

WFV: Why was it important for Crypton to become a vertically integrated company?

LK: Two years ago, we were able to purchase Abercrombie Textiles in Cliffside, NC. Abercrombie was a Cryptonlicensed mill partner for 17 years, but, unfortunately, the mill fell on hard times and was going to be shut down.

Since we were interested in becoming more vertical and doing more domestic sourcing for our fabrics, we wanted to invest in our domestic manufacturing capabilities. There has always been certain materials that we have had to import but we knew could be made domestically.

We bought the mill and have increased the number of employees from 21 to 93 and made significant investments in the plant, its people and its technology. We renamed it Crypton Mills and it is now the largest employer in the county.

Not only did we think it was smart business to purchase the mill, but it was also good business. Through the purchase, we had the opportunity to maintain a domestic textile company and

In addition to the production of its own fabrics, Crypton Mills will also continue to weave jacquard and dobby fabrics for upholstery, wallcovering, drapery and decorative accents in the residential, hospitality, contract, transportation and health care markets.

Crypton Mills also allows us to control our sourcing strategy. Through our work at the mill, we have also been able to increase the design and manufacturing of products for both our Crypton Home line and contract work.

And the mill’s proximity to Crypton’s manufacturing facility in Kings Mountain, NC, makes it that much more advantageous for business expansion.

WFV: How else is Crypton Mills impacting your business?

LK: Having the mill separates us from other domestic manufacturers. We are bringing in the yarn and using our own twisting equipment to make yarns with novelty effects, as well as creating texture within our fabrics. There are specific requirements to making textural fabrics and we have invested heavily to be able to do so.

There also aren’t a lot of domestic mills that manufacture upholstery fabric.

Crypton Mills really sets a part as we now have our own processes. We also see the opportunity to utilize technology and, over time, to develop and bring to market

V ISION

29

W E L L- C R A F T E D Q&A With An Industry Innovator

new fabrics. Over the past three years, we have seen double-digit growth in Crypton Home and, by being able to continue offering well-designed and stylish fabrics that are cleanable and kid-friendly, we are able to continue to increase our market share.

WFV: How is important is sustainability and transparency to Crypton?

LK: At every level, we are committed to produce sustainable textiles. It isn’t important in how we make our yarns but also how we finish our fabrics.

Sustainability is part of our DNA. We focus a lot on how we source our raw materials, because how we source the raw materials really dictates how we can produce the most efficient products.

WFV: Where do you see the Crypton companies in five years?

LK: Through our continued investment in research and development, we will continue to grow as an industry leader.

We have used technology to expand our product line and we want to continue to expand. We are also seeing our global footprint continue to grow. And we continue to be able to decrease our dependence from having to purchase materials from China, India and Taiwan.

Crypton Mills will continue to allow us to be able to continue to shift and decrease our purchase of domestic materials.

When we acquired the mill, we picked five things we really want to be good at producing and we will continue to develop the performance level of the plant to achieve these goals. When we acquired the mill, we first wanted to focus on becoming experts in the fabrics we wanted to produce. Then, we will look for other ancillary businesses and opportunities that can come from the ownership of the mill. We also will continue our focus on innovation. V

30

MAY + JUNE 2022 | wf-vision.com

Three drapery styles.

One universal rod.

Pin Ripple

Pinch Pleat

Grommet

Revolve is the only revolving motorized drapery system on the market. This versatile rod is compatible with traditional pinch pleat, grommet, or pin ripple drapery styles. You can also create uniform pin ripples using the Revolve rod and a flat panel for flexible spacing—without snap drapery tape. And our patented pin ripple and grommeted drapery systems are as easy to use as they are functional. With Revolve, groups of drapery can be controlled and operated through Google, Alexa, the Current Luxury app, any third-party integration, and a variety of remote-control options. Plus, the convenient Revolve curtain saver feature senses obstructions and halts movement.

Revolve is available in five finishes, manual or motorized, for single or dual applications.

Scan the QR code to watch Revolve in action.

Making Everyday Living Extraordinary V ISION

31

As the premier brand for custom window treatments, your clients’ transformational design is our specialty. Many of our window coverings are handcrafted by experienced artisans in a state-of-the-art workroom here in the U.S. Because each window treatment is made by hand, we can create any design you can imagine. You can trust Horizons to create impeccable pieces with any specifications your client desires.

Our sophisticated fabrics from elegant handwoven natural shades to sumptuous Roman and drapery fabrics—are all curated by design experts to offer the finest selections for every interior.

But if your design calls for a soft fabric we don’t offer, we will happily craft a customized piece for you through our Customer’s Own Material program as well. Through our authentic American craftsmanship and sophisticated assortment, Horizons always delivers style that makes a statement.

Explore our Horizons website at horizonshades.com to learn more.

If you have other questions, please contact Horizons Customer Service at (800) 858-2352 or email us at customerservice@horizonshades.com.

The Great Outdoors Take a look inside to read about trends for outside.

Take It Outside

State Of The Outdoor Window Treatment Industry This private residence designed by Clive Daniel Home in Naples, FL, defines coastal elegance.

Photo: Matt Steeves | Kidago Creative Courtesy of Clive Daniel Home CliveDaniel.com

Coming Out Black Is Back On Track Collaborative Efforts

Great Performance

Details On New Fabrics

Sustainability & Shading Hot Topics For 2022 Out Is In

Nature’s Influence On Interiors

V ISION

33

T H E G R E AT O U T D O O R S

This multi-functional screened outdoor area was designed by Annie Santulli Designs for a lakefront contemporary villa.

Photo: Anne Santulli Outdoors AnnieSantulliDesigns.com

34

MAY + JUNE 2022 | wf-vision.com

Take It Outside Although the trend of wanting real outdoor living spaces was on the upswing prior to the COVID-19 pandemic, the demand for an outdoor space that completely functions as an additional room in the house continues to see an increase in demand.

V ISION

35

T H E G R E AT O U T D O O R S Take It Outside

“Over the past two to three years, we have seen a tremendous increase for our residential fabrics, especially since creating multifunctional living spaces has become so important to homeowners,” said Lance Keziah, CEO of Crypton and Crypton Home.

“Our outdoor residential fabrics have become a large growth market for us.”

(Crypton Home recently announced two new retail partnerships with Design Within Reach and the furniture and housewares retailer Ballard Designs.)

COMING OUT

According to the National Association of Home Builders, 62% of homes started in 2020 came with patios, marking the fifth consecutive year that new homes with patios hit a record high.

And, as homeowners become more creative on how they want to utilize their outdoor spaces as extra living areas, the demand for outdoor window treatment solutions that can turn a seasonal space into a yearlong functioning room continues to be very important. These range from retractable

For the first time, BeautiTone, the number one Canadian-made and Canadian-owned retail paint brand, has announced an exterior color of the year.

Ebony, the luxe 2022 color, is a rich black with a subtle undertone of indigo. It’s a color that can infuse new energy into an older home or amplify the presence of modern architecture.

“Color plays such a powerful role in our lives and is a central element of any home design project,” said Laura Baker, chief marketing officer of Home Hardware Stores Ltd. “The importance of our outdoor spaces has increased over the past few years from just enhancing curb appeal to elevating a backyard oasis.”

36

MAY + JUNE 2022 | wf-vision.com

shades and solar window screens to breezy curtains, and adding window coverings to a porch or patio helps to enclose the space for more privacy, sun protection and additional shade or warmth.

“We continue to see double-digit growth in our outdoor sector,” said Gregg Terry, director of marketing for Phifer. “Outdoor living is an incredible trend. The grill business is booming. The outdoor furniture business is booming.”

Ebony is a timeless neutral that is the perfect complement to natural wood, lush greenery and brightly landscaped yards.

Contrasted with white and other light neutrals, the hue can infuse elegance and sophistication into its environments.

“Dark exterior colors are on trend for 2022,” said Darryl Allen, creative manager for BeautiTone paint and home products. “No longer reserved for ultramodern custom homes, black is showing up in the brick, trim and accents of newly constructed homes.”

Ebony’s creation was inspired by shou sugi ban, the 18th-century Japanese method for preserving wood with fire and the Scandinavian technique of sealing wood with black pine tar.

ON TRACK It is said that two heads are better than one. And several companies within the window treatment industry are joining forces and collaborating to offer better products.

The custom drapery hardware company Orion Ornamental Iron has partnered with the experts at Somfy, a resource for window treatment system motors, to pair technology and style. The result of this collaboration is Orion’s custom-crafted motorized decorative drapery hardware.

And, as the use of outdoor space has gotten more sophisticated, so has the sophistication of outdoor window treatments.

“There are now shades that can extend the time someone can spend outside.

Shades can retain the heat and, with fabrics that are 97% closed, there isn’t much air that will get in without wind,” said Terry.

With zip shades and cable-guided shade systems offering different ways

to install shades, shades can become 100% protective.

“A cable-guided system typically has some space between the cables and the facade, but the zipper shade that goes directly into channels offers complete protection,” said Terry.

Zip shade systems have become more popular over the last 10 years because they’re a system that meets consumers’ demand to create an outdoor space that is usable all year round. V

Motorized draperies bring a dramatic finishing touch to any room, and pretty drapery hardware is perfect to complete the look. Orion assembles the Somfy motorized track systems in single or double tracks and with fascias from its Deco Lite, Italian, Wood Art and Iron Art collections. It also powder-coats Somfy’s Glydea tracks in bronze, black and gold, along with ball bearing glides for pinch pleats/ripplefolds with matching drapery hooks to coordinate with colored tracks.

Orion is also the exclusive distributor of the Somfy Movelite 35 motor, a budgetfriendly option for motorized draperies.

Another collaboration on the motorized technological front is with Coulisse’s MotionBlinds and Eve Systems, a smart home specialist and leader in the development of accessories for the Apple HomeKit ecosystem.

Through collaboration, they created Eve MotionBlinds, which is a series of USB-C rechargeable battery-powered motors with Apple HomeKit technology.

Currently, the Eve Motionblinds supports Thread and Bluetooth and is working with Matter to be able to connect to home systems like Alexa. Eve MotionBlinds won two innovation awards at the Consumer Technology Association’s 2022 Consumer Electronics Show. V

V ISION

37

G S

R H

E A

A D

T E

Solutions

The continued demand by homeowners to better utilize their homes’ outdoor spaces has created the need to provide more effective shading solutions.

Rollease Acmeda has been very successful with its outdoor shading products that allow for the creation of flexible indoor/outdoor living spaces.

Its best-known product Zipscreen uses its patented core technology of the system, the Z-Lock, which is a specialized zipper system for the enclosure. The technology of this system design is now considered the benchmark for the exterior tensioned product category.

Zipscreen unlocks the potential of a home’s outdoor space by having the flexibility to add an outdoor haven, hasslefree. From the summer’s heat to the chill of winter, Zipscreen protects any pergola, lanai, alfresco or balcony and allows for open-air living all year round.

Made from high-grade aluminum parts, Zipscreen is an ultra-durable solution. Its

38

MAY + JUNE 2022 | wf-vision.com

signature no-gap finish ensures the perfect seal and complete protection from outside elements. The award-winning Ultra-Lock v2 mechanism, which securely locks the system in place, adds safety and security to the space.

What makes Zipscreen a unique outdoor solution is its zip-fed side fastening system.

The fastener is welded onto the fabric and fed into the siderails of the system, ensuring it is securely guided up and down during operation. The zip welding technique also allows for a smooth fabric finish that eliminates unwarranted wrinkles and makes for a taut and sleek appearance.

This fastening system provides the necessary stability and protection required in outdoor shades.

Usability and control are dependent on user preference and a project’s budget.

Whether the product is operated manually, motorized or automated, the system allows for ease of operation.

For a cost-effective solution, manual Zipscreen systems incorporate Rollease

Acmeda’s spring system technology with its low-pull force or crank gear configuration for comfortable operation.

For those seeking a motorized option, Rollease Acmeda’s Automate FT line of motors allows for seamless operation at the push of a button using the Automate Push 5 remote controller. These motors have built-in Zipcreen obstacle detection technology that automatically redirects the shade position if the hem bar hits an obstacle. This motor line is compatible with other Automate home motors and allows for the creation of a cohesive whole-home shading system.

For an automated experience, the Automate Pulse 2 Hub and Pulse 2 app support configurations to set schedules and timers or to integrate into third-party systems, such as the popular voice assistants Alexa, Google Home Assistant and Apple HomeKit. The Pulse 2 Hub also works with the more sophisticated home automation platforms from Creston, Control4 and Savant.

The Pulse 2 hub system also has a sun and wind sensor that triggers the system’s operation to open and close the shade depending on weather conditions.

Zipscreen can manage year-round shades of up to 19 feet wide, but for a more widescreen retention solution, Rollease Acmeda supplies Zipscreen Extreme. These shades can stretch up to 23 feet in width and have drops up to 16 feet. Utilizing stainless steel hardware, a premium aluminum cassette and a choice of 110mm or 130mm aluminum tubes, the Zipscreen Extreme system is durable but minimally designed with a modern finish.

PROJECT FOCUS

LARGE WINDOW SOLUTION Forstone Property Management was renovating its location at 750 E. Main St. in Stamford, CT, and wanted a window treatment that would cover a large window in the building’s amenity area.

Before the renovation, the building had three separate shades spanning across the window to cover the unitized curtain wall. Forstone routinely received complaints about the glare and light bleeding through the gaps in these shades. Thus, it was looking for a solution that would remove the glare and stylishly complement the design of the building’s renovated common area.

Rollease Acmeda, which is headquartered in the 750 E. Main St. building, was tasked with providing a solution that spanned the entire window, creating a single shade application. The design of the shade also needed to be modern and fit with the updated room’s style.

Regardless of the system selected, all Zipscreen outdoor solutions are contemporary in design and offer a seamless aesthetic when incorporating multiple solutions into a project. The Zipscreen system is available in six classic colors to blend with any exterior. And the system’s hardware can be combined with Rollease Acmeda’s fabric brand, Texstyle, for a complete solution through one provider.

Zipscreen.com

IMPROVED FUNCTION & AESTHETIC Using its Contract Series Specialty S100 Extreme system with an anodized box 190 fascia with an F72 bottom bar, it created the perfect solution. This extra-large single shade spans 18' x 18' and the Contract Series Specialty S100 Extreme system can

span up to 27'. This ensured the issues of glare and light bleeding through were eliminated.

For ease of operation, the Rollease Acmeda Contract team worked with the management of Forstone Property to select a 120v, 30Nm, star head Automate motor capable of lifting such a large shade. To control the motorized shade, a flush wall-mounted five-channel switch was installed.

Because of the shades’ extremely large size (324 FT2) daylight window opening, the fabric had to be railroaded to create a shade that was able to cover the entire window. The railroad fabric aligned the seams with the mullions for a premium aesthetic.

The 4000 NET 3% white/beige fabric meets NFPA 701 standards and is GREENGUARD Gold and OEKO-TEX certified.

The shade solution was fabricated and installed by Specialized Shading Systems of Ardsley, NY. V

Content Sponsored By Rollease Acmeda

V ISION

39

T H E G R E AT O U T D O O R S

Great Performance

Details On New Fabrics

United Fabrics’ Parade and Pomp collections feature Crypton’s Nanotex technology.

With durability top of mind, people want performance fabrics in their preferred colors that will withstand their lifestyles. The demand for these high-performance fabrics extends from the commercial market to the high-end luxury market because no one wants to have to deal with stains and maintenance.

External shades create a comfortable outdoor area in any season. They help to minimize reliance on HVAC systems by maintaining a comfortable temperature in a sectioned-off area, therefore reducing energy consumption while helping the environment.

Whether a client wants to stay cool on hot summer days or trap the heat in the cooler months or simply create a barrier to protect themselves from insects and inclement weather, there are many fabrics that assist in providing the solutions.

Boucle and velvet upholstery are popular performance fabrics. InsideOut Performance Fabrics has a new collection through a collaboration with the Seaqual Initiative, which works to reuse ocean waste. The new fabric features OEKO-TEX-certified yarns that are made from marine little and are GREENGUARD Gold certified. Taylor King has a new collection using this performance fabric on its handcrafted upholstery.

40

MAY + JUNE 2022 | wf-vision.com

Mayer Fabrics’ Fanfare collection is protected by Crypton Technology.

And many fabric manufacturers have added new performance fabrics that are durable, environmentally friendly and serve to meet the demand for materials that are made for outdoor living.

Theodore Alexander has revamped its Made to Measure program as Tailor Fit, a custom upholstery design program with more than 180 fabrics that features performance fabrics from Crypton.

Speaking of Crypton, it is bringing bright colors to its performance fabrics. Interior designers are going bold by mixing statement greens and blues with daring hot oranges, shining yellows and saturated reds.

It has collaborated to create these colorful performance fabrics with two of its contract textile partners—United Fabrics and Mayer Fabrics—where fresh colors and enthusiastic patterns are being combined.

Mayer Fabrics’ Fanfare has sweeping curves and angled geometry with high-voltage color and bright splashes of crimson, turquoise, cobalt, marigold, emerald green and harvest gold. Its Centric by Mayer collection offers a fresh style with patterned circles forming a hive-like pattern. Both collections are also protected by Crypton technology.

Serge Ferrari Group’s Soltis Touch.

Proving pretty doesn’t undermine performance, United Fabrics’ two collections Parade and Pomp feature Crypton’s Nanotex technology. Parade adds a bit of an edge to bold design with its interplay of geometric shapes and stripes, while Pomp’s pattern is a sophisticated play on classic damasks, the chunky framework-style motif woven into chenille yarns.

These Crypton-protected fabrics are durable for high-traffic environments with superior stain, odor and spill protection.

Crypton also understands the importance of sustainability and has created Crypton Performance Cotton, a first-of-its-kind upholstery fabric innovation for residential and contract applications. This performance cotton is made with at least 50% recycled cotton made from garment waste.

Crypton’s eco-manufacturing of recycled cotton yarns contain yarns made with the Recover Process, a revolutionary closedloop recycling technology process with the lowest impact recycled cotton fiber in the world, creating recycled cotton fibers and cotton fiber blends that offer best-in-class sustainability performance.

This month, Crypton Home is doing a small introduction of its ability to digitally print on fabrics with high UV protection.

Sample fabrics from Mariaflora’s Montecito Collection.

V ISION

41

T H E G R E AT O U T D O O R S Details On New Fabrics For more than a century, Brunschwig & Fils fabrics, wallcoverings and furnishings have appeared in the world’s most beautiful and iconic interiors, from grand rooms in the White House and the Palace of Versailles to romantic country retreats in cottages and seaside homes. The company has always maintained its connection to French style and its second indoor/ outdoor collection of fabric, En Vacances II, continues along this tradition.

The maker of sustainable natural window and wallcoverings, Hartmann & Forbes launches its new in-house designs for spring 2022. A passion for handweaving, design exploration and a love of nature continues to fuel the growth of its H&F Studio Collections. The updated collection includes a new woven-to-size papyrusweave series, soft natural fabrics and performance fabrics.

The new performance fabric Ecoweave not only solves the challenges of performance environments but also offers a lower impact alternative to other performance options. Crafted from man-made materials, this GREENGUARD-certified PVC-free fabric is tightly woven with a rich texture and a tailored look in versatile earth tones.

Hartmann & Forbes’ other new performance fabric Solarscreen 5000 combines the rich, textured yarns with traditional patterns in natural rich earth tones. It is woven from vinyl-coated polyester and uncoated polyester yarns.

Sunbrella, known for its performance fabrics, has introduced the Emerge Collection, which modernizes traditional patterns and pairs classic and contemporary hues to embody a fresh take on the familiar. The collection highlights several new yarns in Sunbrella’s repertoire, from blues to clay-colored, all designed to be paired with modern neutrals. Emerge reinterprets classic patterns with fabrics like Context, which brings an elevated chambray twist to the traditional check, and Detail, a sophisticated, textured reimagination of a polka dot.

The Montecito Collection from Mariaflora designed by John De Bastiani captures the ethereal outdoor elegance defined by the romantic seaside town in Montecito, CA. The new collection complements a relaxed and elegant lifestyle but also has durability due to the fine Italian craftsmanship. Soft chenilles and classic stripes capture the warmth of the strolling beaches and iconic beach clubs, while jacquard medallions and diamonds reflect the many legacy estates in Montecito that were built in Spanish, Moorish and Italian styles. Montecito is woven in 100% solution-dyed acrylic and is washable and bleach cleanable.

42

MAY + JUNE 2022 | wf-vision.com

Hartmann & Forbes’ performance fabric Solarscreen 5000.

SUSTAINABILITY & SHADING Two of the hottest topics in 2022 are sustainability and the environment. As more and more climate scientists stress the importance of reducing climate change, every industry is aiming to reduce its environmental impact.

Window treatments may seem like a tiny, insignificant industry when it comes to causing global environmental changes, but it is part of a much larger industry— construction.

And, with the push to develop more green buildings, there is a greater importance on window treatments that are eco-friendly, made from sustainable or recycled materials that offer energy-saving automated control systems.

For instance, a fabric with an aluminum backing reflects heat and glare and can reduce internal temperatures. It also reduces heat loss in the winter and lessens the need for central heating, which will reduce energy consumption and lower energy costs.

A recent Building Energy Efficiency survey reported that 67% of energy consumption in commercial buildings is from providing such building services including lighting, heating, ventilation and cooling. Improving energy efficiency can have a huge impact on energy costs.

And, although it may seem counterproductive to use electricity to reduce energy consumption, it can really make a difference. Relying on manual operation of blinds to control temperatures or light levels is very efficient. For example, in a large office building, staff will close the blinds when the glare is too much, but they will rarely open them again when the glare reduces.

In fact, on average, blinds in offices are only moved twice a week. Typically, blinds will remain static and HVAC and artificial lighting will be forced to work longer and harder.

Phifer’s SunTex Fabric blocks out 80%-90% of the sun’s rays.

An automated shading solution is the most effective way to improve light and heat levels. These blinds can react to sunlight levels and temperature in real time. Automation is a very effective energy-efficient solution. V

Shading a Serene Setting

E

very summer, Wolf Trap Foundation for the Performing Arts, the 117-acre U.S. National Park located in Vienna, VA, hosts over 100 concerts and performances across all music genres in its outdoor theaters and venues.

It is interesting to note: Wolf Trap is the only National Park whose mission is the presentation of the performing arts.

In addition to performances, Wolf Trap features four covered decks that are available for special event/occasion rental. And, although these decks are covered, rain can still be an issue, especially on the decks’ outer edges.

Thus, to be considered an ideal outdoor venue, Wolf Trap needed a solution to be able to keep the rain out while preserving the majestic views of the park’s natural surroundings.

Working with Draper and Goodwin Brothers Shades and Specialities, LLC, the necessary solution was found with the motorized FlexShade® ZIP. Traditionally, people think shades are only used to control glare and solar heat gain through windows, but they are also effective for other uses.

“The mesh fabric does an excellent job of holding the weather back while maintaining view and glare controls, and the ‘ZIP’ feature on the edges keeps the panel securely in place, so the elements

44

MAY + JUNE 2022 | wf-vision.com

stay out,” said Clint Childress, LEED AP, solar control solutions product manager for Draper. “These shades allow Wolf Trap to create a controlled climate for a more year-round events space impervious not only to rain, but also to wind, insects and temperature extremes.”

To maintain the visual aesthetic of the property, Draper selected a dark shade fabric with a 3% openness factor.

The combined color and openness

Photos: Alan Wycheck, AlanWycheckPhoto.com

serve to provide protection while preserving the park’s views, as well as complementing the design aesthetic of the venue.

The FlexShade® ZIP shades are designed to also address safety concerns. “When you have a large number of people and objects in close proximity to the edge of the deck, there is sometimes a concern that a shade will deploy and cause injury or be damaged,” said Childress. “We avoid this possibility by using radio-controlled obstacle detection motors. If a person or object is in the way of a descending shade, the unit senses the obstruction and reverses course.”

The FlexShade® ZIP shades worked perfectly in providing protection for the elements while preserving the beauty and splendor of the Wolf Trap experience. V

PROJECT DETAILS WOLF TRAP NATIONAL PARK FOR THE PERFORMING ARTS Product: 62 Draper FlexShade® ZIP shades Dealer: Goodwin Bros. Shades and Specialties To learn more about Draper and the FlexShade® ZIP, visit DraperInc.com.

To learn more about Wolf Trap National Park for the Performing Arts, visit NPS.gov.

Content Sponsored by Draper

V ISION

45

T H E G R E AT O U T D O O R S

botanical BEAUTIES Nature’s splendors have come indoors and serve as inspiration for some of the new home furnishing offerings at the Spring 2022 High Point Market.

Artist Eelke Jelles Eelkema’s detailed still life studies are translated into a collection for Poetic Pillow.

Artist Allison Eden brings her custom-printed textiles to a new furniture collection with Zuo. Patterns like her Modern Floral are upholstered on seating.

OUT is IN As demonstrated at the Spring 2022 High Point Market, the trend toward biophilic design continues to become more mainstream with a move approaching a more organic aesthetic and yearn for a daily connection to the outdoors, even when inside.

46

MAY + JUNE 2022 | wf-vision.com

The introduction of the Phillips Collection’s modern and organic Origins collection is an example of how home furnishings and décor are being designed to create interiors with the timeless ambience and beauty of gardens, forests and other natural environs.

And with its Elements collection, Phillips Collection completely incorporates nature’s semiprecious accessories—a collection millions of years in the making. One of the largest elements in this collection of geodes is amethyst, which is said to emit a gentle energy that calms the mind and enhances well-being while alleviating stress. These natural semiprecious stones are fashioned into sculptural furnishings and decorative accessories.

IN FULL BLOOM Another trend in creating interiors involves the reimagining of nature’s most beautiful gift: flowers.

Florapy is described as a type of floral therapy.

Designers are reinventing the garden’s earthly delights to create living art collections to decorate the home with bouquets of beauty.

The Egg Design for Ngala Trading Co.’s sideboard features a lush African wildlife scene spanning across all five doors and sits on a bronzed-steel base.

The concept behind biophilic design is that it increases connectivity to the environment by incorporating directly and indirectly natural elements, which help to create a feeling of calm and serenity. The focus is on interiors that intentionally emphasize wellness by creating peaceful settings. People are looking to their homes as retreats with the need to nest and decompress in a more serene environment, blending stones, geodes and other natural elements with wood.

V

V ISION

47

I WC E 2 0 2 2 R E C A P Overview

48

MAY + JUNE 2022 | wf-vision.com

IWCE BACK IN ACTION! The 2022 International Window Coverings Expo (IWCE) returned to an in-person event in Fort Lauderdale, FL, with full force. The three-day expo saw record attendance, many new exhibitors and a jam-packed schedule of seminars and classes. The energy was amazing as everyone had the opportunity to connect face-to-face, touch Our booth was busy and feel new products from the opening to the closing. and walk among the We made one of 100 exhibitors. our best contacts Photos By Viviana Garcia, Viviimage Photography

during the last hour of the event.

We received new leads from San Diego to Toronto.

— GORDON CLEMENT, PRESIDENT, SECURSHADE

V ISION

49

I WC E 2 0 2 2 R E C A P Overview

BREATH OF FRESH AIR

BY GRACE MCNAMARA

As a testament to the fact that our industry loves doing business in person, after a two-year pandemic hiatus, the International Window Coverings Expo (IWCE) returned in early April to sunny Fort Lauderdale, FL. IWCE is North America’s only trade show and conference specifically dedicated to the window covering industry and its professionals.

And this year’s excitement and energy were palpable throughout the three-day show as IWCE set many records: record attendance (the largest numbers in the past 10 years), a record number (50-plus) of seminars and programs were offered with most filled and many sold out, and attendees from 34 countries and 48 states.

Industry professionals were hungry for the latest information in motorization, technology, business, marketing, fabrication and design. The expo ended

with a standing ovation from all the exhibitors and attendees at the Exhibit Hall.

As the COVID-19 pandemic has left us with so much uncertainty of scheduled plans and gatherings, I can’t tell you how excited I was when I saw the seminars filled and the Exhibit Hall crowded.

IWCE offered so much to see, learn and do. We had two great keynote speakers, Jay Steinfeld, founder and former CEO of Blinds.com and author of Lead from the Core: The 4 Principles for Profit and Prosperity, and Corey Damen Jenkins, principal and CEO of the design firm Corey Damen Jenkins & Associates and author of Design Remix: A New Spin on Traditional Rooms.

There were also several all-day Window Fashion Certified Professional certification programs on a variety of topics, including window fashion design, motorized window coverings and installation.

The 50-plus seminars included master classes on roman shades, search engine optimization, sales and motorization of custom window coverings. The topics for the seminars were diverse and varied on such subjects as how to close a sale, the emotional sides of color and decorating, one-day decorating, how to create metrics to measure your business success, how to maximize lead flow with PPC and Google ads, how to hire the right people and how to develop a printed textile collection.

50

MAY + JUNE 2022 | wf-vision.com

Workroom Central continued to be IWCE’s most popular area at the Exhibit Hall.

This was the first time Workroom Central Director Sandra VanSickle created the in-person hands-on experience and she certainly didn’t disappoint. Workroom Central offered an extensive array of hands-on and demo teach-and-learn sessions, including how to select the right method when applying trim, how to embroider leather for upholstery and soft furnishings, easy point-to-point swags, how to build an ottoman frame, tips and tools for efficiently tabling panels and multiple ways to pattern-match fabric.

Workroom Central was also the spot for the annual Pillow Contest, where all the entry designs were on display and attendees were encouraged to purchase raffle tickets to win one of the pillows and to raise money for Feeding South Florida.

IWCE also offered an opportunity for the window treatment industry to come together to celebrate the best our industry has to offer with the awarding of the winners of the VISON Design + Workroom Competition and the Window Covering Manufacturers Association’s 2021 Product Awards.

Everyone who is exhibiting this year said this was the best show in years.

I couldn’t agree more.

— ED WILLIAMS, PRESIDENT, TEXTON

There were several exhibitors who participated in IWCE for the first time, including: Supplyed, Jiecang/JStar Motion Wondershades, Gaposa Motors & Controls, Serge Ferrari Group, U Design Shades, Bond/Olibra, Abrusci Interior & Exterior Solutions, Screen Innovations, Homepro Toolbox, Smartpad Pro and Bandalux USA.

Such an amazing experience, the vibes were incredible.

It’s great to see everyone together and enjoying business as usual.

We’ll be back at IWCE next year.

— DAVID FEZER, CEO, ALPHA TUBULAR MOTORS

SAVE THE DATE April 20-21, 2023 IWCE 2023 Charlotte Convention Center Charlotte, NC

The annual International Window Coverings Expo is an integral part of the window treatment industry. It makes it easy to learn from the industry experts, see all the new products and innovations, network with colleagues and celebrate an industry that plays a very important role in the design and décor of both residential and commercial spaces. V

V ISION

51

I WC E 2 0 2 2 R E C A P Work Benefits

Special Attention Jeff Brannon and his wife, Ann, own Integrity Blinds and Shutters in Greer, SC. Brannon decided to close his company’s doors for the week and bring his team of 17 designers, installers and sales associates to this year’s IWCE. “We did this a few years ago when IWCE was in Charlotte. We think attendance at the expo is so valuable,” said Brannon.

“I believe it is important for people to get out and experience new things. I think it is great that our team can learn from industry leaders and talk to dealers and manufacturers.”

It was a huge investment—at least $25,000—for the entire Integrity team to come to Fort Lauderdale, FL, but Brannon felt it was an investment worth making.

52

MAY + JUNE 2022 | wf-vision.com

“There is no question that this is money well spent. I know I will see tremendous return on this investment that is far beyond additional sales revenue,” he said.

“It is an amazing opportunity to build morale and for the team to have the opportunity to engage outside the workplace. They come back looking for ways to innovate and energized to exceed with excellence. You can’t quantify this because it is definitely something you can’t buy. To see my

team engaged and seeking ways to do their best is so valuable.”

Brannon personally found the keynote

by Jay Steinfeld, founder and former CEO of Blinds.com and author of Lead from the Core: The 4 Principles for Profit and Prosperity, very inspiring as it served as further validation for what he knows … his business success is because he passionately seeks to “truly” serve his customers.

He also said that he felt his team’s attendance at this year’s IWCE was a real game changer for his company.

way for all the classrooms’ shades to immediately come down. And just before IWCE, Integrity’s commercial sales manager was bidding on this type of project but was having difficulty in finding a motorized system that could do what was required.

“We were looking for the necessary processes and systems required to take us from a mom-and-pop business to a larger and more structured organization,” said Brannon. “We needed to find ways to create duplicatable systems and our processes have become so much more important. With our continued rate of growth, we couldn’t continue to do things the way we’ve been doing them.”

At IWCE, Brannon had the opportunity to meet Zinga’s Blinds, Shutters & Shades’ residential sales manager and learn about the systems and processes it has implemented. He realized they were exactly what his company needed.

So the week after the show, that residential sales manager made the trip to Greer and met with Brannon.

“It is great that Zinga’s has the selling system figure out. And, after our more indepth follow-up meeting, I could see its systems are going to be a game changer for our business. We are now working with Zinga’s to implement its systems and processes,” he said.

At IWCE, Brannon discovered that SecurShade offers a window shade system designed to improve a school’s security during an active shooter threat.

Its new technology allows any educator seeing a threat to close all the school’s shades remotely and simultaneously while also alerting authorities. fpo - raw bar - something about enjoying Miami? fpo - raw bar - something about enjoying Miami?

Another great opportunity that was a direct result of his attendance at IWCE was Brannon finding a very important product resource. Integrity Blinds does 50% of its business in the commercial space and a large majority of this is with schools.

The company has been working with schools to develop a way that if the school goes into lockdown, there is a

“We had no idea this product was available and now we are working with our clients’ architects and builders to implement SecurShade in the schools. If it wasn’t for IWCE, we would have never found exactly what we were looking for,” he said.

“This is exactly why IWCE is so valuable.

You get to see everything that is available and it could be just one little thing you find that can turn your business around.

It is great to have the opportunity to see all of these resources in one place.” V

Um vellation corum qui dignis sitatur? Qui nonsequosa incienti omnis volorem doluptate nam ini beriber ovidest laborum autet, a

V ISION

53

I WC E 2 0 2 2 R E C A P Workroom Central

CENTRALLY LOCATED Offering the opportunity to use all your senses, Workroom Central took center stage in this year’s IWCE Exhibit Hall.

“The booth is always so popular because there is so much creativity showcased, conversations about the latest trends and techniques happening, and plenty of sharing of knowledge, techniques and skills,” said Sandra VanSickle, director of Workroom Central.

Its 24 scheduled events included “eyes and ears” sessions with opportunities to learn and hear from industry leaders on a range of topics, from applying trim, embroidering leather, finding the right tools for the job and building an ottoman frame.

54

MAY + JUNE 2022 | wf-vision.com

The extensive hands-on workshops had attendees learning by doing on everything from making and embellishing with turn cord to embellishing pleats with crisscross cord and pattern-matching fabrics.

And this year’s Workroom Central featured several industry leaders as firsttime speakers and instructors, including Donna Scott Johnson, Sharon Gregory, Tina Fontana, Addie Conte, Nina Zheleva, Rebecca Rueth and Karly Dickson.

“Some of the most popular sessions were everything and anything to do with roman shades,” said VanSickle. “Over the past 10 years, we have seen so many changes with roman shades. No longer are we seeing heavy embellishments or trims with beads and tassels. Now, everyone wants simpler and understated designs. But, there are still lots of ways to fabricate roman shades and this accounts for why people continue to have lots of questions and look to find the answers.”

THE ARTISAN PROJECT Another aspect of Workroom Central that showcases industry talent is the Artisan Project contest. The theme for this year’s entries was practical trends.

“We chose practical trends as the theme because over the years we have heard from attendees that, although the Artisan Projects are creative and elaborate, they don’t have much practicality. Attendees wanted to see more practical creative ideas with elements that they could easily incorporate into their design work and offer to their clients,” said VanSickle.

The partnership between the designerworkroom-installer is critical to the project’s success and they hit the nail on the head, with humor.

From the more than 20 entries, first place went to Ancient World Tour by Kelli Vitari of Wild Fern Window Furnishings in Olympia, WA.

— ROBERTA M.

“Kelli’s project had so much fine detail.

It was incredible how she took so many different silk fabrics and cut them up to make the banding. And creating a panel for an arched top is a feat unto itself. It was also beautiful how she used goblet tulip pleats and coordinated the solid fabric within her design,” said VanSickle.

The second-place winner was Karly Dickson of Karly’s Kustom in Houma, LA, with her entry Leather & Velvet Remake.

“Karly’s project really stood out because of the way she incorporated the leather into the cornice board along the bottom of the panels,” said VanSickle. “It was also amazing how she took the leather and cut it into strips, then wet the leather to twirl it and made the leather fringe that is also placed at the bottom of the panels.

Leather is very hard to work with.”

FIRST PLACE: Kelli Vitari, Wild Fern Window Furnishings, Olympia, WA

The third-place winner was Don’t Knock the Knots entered by Heather Taylor from Custom Textiles in Burlington, CT. “It was so interesting the way Heather incorporated grommets into her design and she angled the bottom of the panels.

She also used cording and wrapped it around the rod to create the rings.

Her work was a really good example of creativity and craftsmanship,” said VanSickle.

SECOND PLACE: Karly Dickson, Karly’s Kustom, Houma, LA

THIRD PLACE: Heather Taylor, Custom Textiles, Burlington, CT

V ISION

55

I WC E 2 0 2 2 R E C A P Workroom Central

THE DESIGN TO INSTALL PROJECT A new addition to the Artisan Project was the Design to Install Project. The idea of including this in Workroom Central came from the Design to Install IWCE class taught by Cathy Tucker, owner of Traveling Workroom Temp.

“There was so much excitement around the Design to Install Project because of the increased demand for custom-made window treatments and drapery and people wanting to see new designs and get new ideas for their work,” said VanSickle.

The Design to Install Project showcases how a designer takes their client’s project through the different phases of the design process. The final two phases— fabrication and installation—were done live in Workroom Central.

“This provided attendees the opportunity to be involved in the process, have hands-on experience and gain valuable knowledge,” said VanSickle.

The Design to Install Project winner was Dance With Me designed by Addie Conte, owner of Addie Designs in Lothian, MD. For the Design to Install Project, Addie did do some of the project prior to IWCE,

Kelli Vitari working on her Artisan Project.

but the blue drape was fabricated in Workroom Central.

Roomscapes and will be featured in a marketing and social media campaign.

“Design to Install was a big hit,” said VanSickle. “It was the first time that attendees got to interact with an entire project. They could ask questions and watch as Addie sewed the velvet and see exactly how the project was installed.”

“Workroom Central is designed to showcase the work that is being done in workrooms all across the country,” said VanSickle.

In addition to having her work showcased in Workroom Central, Conte will also get national recognition of her work by the Rowley Company. Her winning design will be showcased in one of Rowley’s

Kelli Vitari's initial sketch for her Artisan Project.

56

MAY + JUNE 2022 | wf-vision.com

“Traditionally, the efforts of workrooms aren’t front and center. It is great to be able to put a spotlight on the talents, creativity and high skill level of those who are the ones actually making all of the custom-made window treatments.”

FIRST PLACE: Kelli Vitari, Wild Fern Window Furnishings, Olympia, WA

SECOND PLACE: Sharon Gregory, The 13th Avenue Place, Hickory, NC

THIRD PLACE: Donna Scott Johnson, Lulu Kate Designs, Atlanta, GA

PILLOW FIGHT The second annual Workroom Central Pillow Design Contest sponsored by American Down & Feather, which serves to raise money for a local charity, was stuffed with entries. From the 27 entries, three judges selected the winners. To ensure there was no fighting over who got to take which pillow home, all the entries were raffled off to benefit local nonprofit Feeding South Florida. V

The Roman Shade Master Class was very informative.

The Workroom Central tips, techniques and tools were all very beneficial.

— CHELSEA H.

V ISION

57

I WC E 2 0 2 2 R E C A P Showcase

NEW PRODUCTS At 2022 IWCE, the booths were busy and the attendees were excited about all the new products and announcements showcased during the expo. Here is a roundup of some of the products showcased:

IWCE far exceeded our expectations, from quality of attendees and exhibitors to additional marketing opportunities during the show.

— DARIA F.

Phifer

Olibra

With the trend of customers wanting denser and wider fabrics, Phifer announced the expansion of its innovative SheerWeave BASIC line. SHEERWEAVE BASIC combines the benefits, certifications and technical specifications of SheerWeave, but provides an economical alternative to traditional screen fabrics. It is a good choice for specificationdriven projects. The BASIC line now includes the addition of a new 1% open fabric, as well as transitioning all of its SheerWeave BASIC fabrics (1%, 3% and 5%) to 126" width. It is currently being produced and will be added to SheerWeave’s inventory as the 98" material is depleted. SheerWeave is also discontinuing the charcoal/chestnut color from the BASIC stock line.

Master Installer O’D McKewan demonstrated the technology company Olibra’s BOND BRIDGE, which offers better control to motorized shades, blinds and awnings during IWCE’s Window Fashion Certified Professional Motorized Window Coverings Certificate Program. Bond Bridge is compatible with motorized shades from Somfy, Rollease Acmeda, Nice, Bofu, A-OK and Dooya. Bond Bridge replicates the window treatment’s remote-control commands in the Bond Home smartphone/tablet app. The app adds scheduling/programming capability and voice activation through connectivity to Amazon, Alexa, Google Assistant and SmartThings apps.

BondHome.io

Phifer.com

Serge Ferrari Group Serge Ferrari Group’s SOLTIS TOUCH is an innovative shade fabric that offers high design and ease of use. It is constructed of extruded polyester yarn that is woven with additional raw fiber to create a sophisticated fabric with a natural textile look and feel. But the polyester base with Smart Yarn technology is more dimensionally stable than other polyester equivalents and is more forgiving to everyday stressors than fiberglass. Soltis Touch is available in 28 colors and three openness factors: 1%, 3% and 5%.

SergeFerrari.com/us-en

58

MAY + JUNE 2022 | wf-vision.com

Alta Window Fashions Alta Window Fashions is making it easier to operate window coverings with its BLISS AUTOMATION. From the wire-free convenience of rechargeable motors to the power of voice control operation, BLISS is a solution for modern light control and connected design. It offers a Wi-Fi capability to the BLISS Bridge that makes operating window coverings with voice control or a smartphone easy with the BLISS app.

And come June, Alta will have two of the new products it showcased at IWCE available.

AGILELIFT CORDLESS SYSTEM for Alta Dual Shades is a cordless option that is easy to operate and has a simple band and shade

Screen Innovations At its IWCE debut, Screen Innovations (SI) showcased two of the most technologically advanced indoor window covering and outdoor shading solutions available: the Nano 2 and Zen 2, which take up a fraction of the space of similar motorized covering options. The stand-out features of these motorized shading solutions include the option to power the NANO 2 and ZEN 2 cassettes either via low-voltage cabling or with a rechargeable lithium battery for a simpler, wireless installation.

They also feature SI’s latest wireless communication protocol Zigbee 3.0 for unmatched reliability and seamless integration with other smart home systems.

ScreenInnovations.com

Kirsch Kirsch has updated its WROUGHT IRON COLLECTION. It features new finishes in Chalk, Heirloom Copper, and Graphite and new finial styles. The collection adheres to Kirsch’s traditional fabrication methods but offers clean modern style.

Kirsch.com

Somfy alignment. It features a newly designed bottomrail to ensure performance. It is available on all Dual Shades fabrics.

The second product is Alta’s WOOD AND FAUX WOOD program that offers new colors and textures, including more whites, grays and neutrals. This collection is double in size and also offers a new cordless lift system that accommodates larger blinds and offers a full range of operating options, including automation. There is also a new 4½" Faux Wood Modern Valance available in 10 colors.

The WIREFREE LI-ION SOLAR PANEL KIT from Somfy is a new way to harness the power of the sun with maintenance-free charging for Somfy wire-free motors. The panel’s low profile is easily concealed in the window and comes with a variety of mounting options. It plugs in to automatically charge both the Li-ion motors and those with an external Li-ion battery tube.

SomfyPro.com

AltaWindowFashions.com

V ISION

59

I WC E 2 0 2 2 R E C A P Showcase

Coulisse In addition to showcasing its new Miami showroom, the Netherlands-based Coulisse has created a collection of seven books, the TOTAL SOLUTION CONCEPT, that showcases its complete collection of products.

It also showcased its EVE MOTIONBLINDS, part of the MotionBlinds concept, as the demand for a smart home with technological advances continues to increase. MotionBlinds is a smart technology for window coverings applied to a complete range of battery-powered and wired motors and controls for all types of windows.

The Eve system, which is a series of USB-C rechargeable battery powered motors, has Apple HomeKit technology. It supports both Thread and Bluetooth for a completely futureproof integration and is working to be able to connect to home systems like Alexa.

Coulisse.com

Orion Ornamental Iron The custom drapery hardware company Orion Ornamental Iron won WMCA’s 2021 Product Award, Best Style Concept in the Drapery Hardware category at IWCE, as well as announcing some new additions to its collections. It has added to its CLEAR VUE line with solid acrylic moveable elbows that make bays, bows and corners easier. It also added the popular French Pole solid acrylic with metal elbows in chrome and soft brass sets (available in either round or vertical mounting plates) in 13/8" and 21/8" diameters.

Forest Drapery Hardware The Netherlands-based company continued to receive great traction with its SHUTTLE ION rechargeable lithium ion batterypowered drapery motor. It can be used on all Forest motorized systems, which it showcased with its Dresden decorative metal system. It has an internal battery pack that with normal usage only needs to be charged two to three times per year. It also can be used with curved tracks.

Its FOREST DSXL LED MOTORIZED SYSTEM has a contemporary style and features LED lighting that is dimmable. It received an international Red Dot award in product design from a jury of independent panel experts of 48 judges from 23 countries. The award of distinction recognizes the outstanding design quality of the products, as well as the companies that are setting new standards for the design industry.

60

MAY + JUNE 2022 | wf-vision.com

It also relaunched its WOOD ART brand. Orion has been working diligently to craft fashionforward wood decorative hardware collections.

Wood Art is available in three collections: Simply Wood, Iconic Wood and Modern Wood.

And many IWCE attendees were very interested in Forest’s RESIDENTIAL ROLLER SHADES, as this is not a product offering that Forest has been known for. It offers several collections, including the stock fabric collection that is available in 3% screen, sheer or blackout; the designer fabric collection of the latest styles and colors of screens, sheers, wovens, naturals and blackouts; and the exclusives fabric collection of distinctive fabrics in screen, woven and blackout. It also offers Apollo Roller Shades that can be mounted to the wall or ceiling and the Mercury Roller Shades that have spring (cordless) and motor-controlled options.

Its MODERN BARN RAIL TRACK, inspired by sliding barn door hardware, marries function and fashion with a modern twist on the classic American farmhouse. The track uses the clean lines of contemporary design and accents it with industrial finishes. It is available in 35 handcrafted finishes or specialty chrome or nickel plating.

ForestDH.com

OrionIronArt.com

V

I WC E 2 0 2 2 R E C A P 2021 WCMA Product Awards

Well Deserved The winners of the Window Covering Manufacturers Association’s (WCMA) 30th Annual Product Awards—which recognize the best of the window covering industry’s new products, educational and merchandising programs in 2021—were announced during the 2022 International Window Coverings Expo.

WCMA also honored the 32 award submissions that advanced the industry’s ongoing commitment to child safety. These submissions all incorporated either cordless or inaccessible cord operating systems. WCMA acknowledged the following companies for

their innovations and continued investment in this important area of industry focus: Bloc Blinds, Calendar Enterprises Co., Coulisse, Hunter Douglas, Lutron Electronics, Norman Window Fashions, Orion Ornamental Iron, Rollease, Somfy and Texton.

This year’s award judges were Susan Arann, interior design director and principal of American & International Designs, Inc., and Susan Hirsh, décor consultant and industry expert who formerly served as North American manager for decorative programs at Benjamin Moore & Co. Arann

Hirsh

Hunter Douglas’ Pirouette Window Shading was selected as WCMA’s Product of the Year. Launched in 2020, the Pirouette sample book features beautiful photography and two working samples. This year’s edition also includes a bracket and headrail mounting guide.

PRODUCT AWARD WINNERS Product of the Year: Pirouette Window Shadings, Hunter Douglas Judges’ Award: Roller Shades with Duolite, Hunter Douglas Cellular & Pleated Shades, Best New Technical Innovation: SmartFit Dual Shades With Frame, Norman Window Fashions Drapery Hardware, Best New Style Concept: Clear Vue Collection Acrylic, Orion Ornamental Iron Green Products, Best Technical Innovation: Rechargeable Battery Wand, Hunter Douglas Green Products, Best New Style Concept: Green Screen Sea-Tex Fabric, Hunter Douglas Horizontal Blinds, Best Technical Innovation: 2020 Cordless Faux Wood, Norman Window Fashions Horizontal Blinds, Best New Style Concept: EverWood Alternative Wood Blinds Patina and Textured Collections, Hunter Douglas

The 2021 Judges’ Award was presented to Roller Shades with Duolite from Hunter Douglas for its measurable benefits and appeal to the end user. These shades combine the best of controlling light and creating privacy, as well as combining a decorative sheer or semisheer fabric with a colorcoordinated room-darkening liner and hardware in a single roller shade.

Motorization & Automation, Best Technical Innovation: Lutron Wood Blinds with Natural Light Optimization Powered by Façade Finder, Lutron Electronics Motorization & Automation, Best New Style Concept: TaHoma Gateway, Somfy Systems

Roman & Roller Shades, Best New Technical Innovation: Provenance Woven Woods Independent Operable Liner, Hunter Douglas Roman & Roller Shades, Best New Style Concept: SouthSeas Roller Shades, Texton Shadings & Sheers, Best New Technical Innovation: NewStyle Hybrid Shutters with New Operating Systems, Hunter Douglas Shadings & Sheers, Best New Style Concept: Pirouette Window Shadings, Hunter Douglas Specialty & Miscellaneous Products, Best New Technical Innovation: The Bloc Wand, Bloc Blinds Vertical/Panel Tracks (All Finishes), Best New Technical Innovation: Adjustable Sliding Panels, Calendar Enterprises Co. Vertical/Panel Tracks (All Finishes), Best New Style Concept: Synchrony Vertical Blinds, Normal Window Fashions Marketing & Merchandising, Best Marketing Technology: Virtual Dealer Showroom, Norman Window Fashions Marketing & Merchandising, Best Point of Sale Display (Includes Sampling): Norman e-Toolkit, Norman Window Fashions V

The Window Covering Manufacturers Association represents the interests of the window covering industry manufacturers, fabricators and assemblers. Its annual awards recognize products that raise the bar on style and design innovation.

WCMANet.com

V ISION

61

D E S I G N CO M P E T I T I O N AWA R D S

This is the design that won Amy Wolff, of Amy Wolff Interiors, the first place award in the Window Fashion VISION Design Competition for outdoor shading and design.

62

MAY + JUNE 2022 | wf-vision.com

VISION

D E S I G N C O M P E T I T I O N A W A R D S 2022 The annual Window Fashion VISION Design + Workroom Competition Awards honor the most talented members of the window covering industry. The awards showcase the creativity, skills, designs and expertise of those who work behind the scenes to produce beautiful interiors for both the residential and commercial markets.

In addition to using the best materials and fabrics, the honorees demonstrate how window treatments are not only beautiful but also purposeful in allowing for privacy and controlling the sun’s heat and glare.

Check out the winners of the 2022 Workroom Design Competition in the July/August 2022 issue of Window Fashion VISION.

Here are the 2022 VISION Design Competition Award winners, who showcased their talents in a range of categories including: using a combination of window treatments, shading an outdoor space, creating specialty window fashions and making design statements with curtains and draperies.

V ISION

63

COMBINATION TREATMENTS FIRST PLACE Suzanne Brock Newcastle Blinds & Draperies Clinton Township, MI The design for the window treatments in the client’s library were the result of resolving the client’s dislike for the small room’s Palladian windows, which were not evenly spaced. A combination of three different components—wooden blinds, drapery panels and a faux roman shade—were used. The 2-inch wood blinds from Norman Window Fashions are in a neutral color, while a vibrant Brunschwig & Fils classic La Portugaise cotton linen patterned fabric was used for the drapery. The lined pinch-pleated panels were hung on bronzecolored metal rings and Ariel Metal rods with decorative Bellaire Urn finials by Rowley. A faux roman shade in a red and ivory herringbone tweed was used to remove the top section of light from the windows.

64

MAY + JUNE 2022 | wf-vision.com

COMBINATION TREATMENTS SECOND PLACE Sharon Falcher and Sherica Maynard Interior Design by S&S Atlanta, GA This room is surrounded by windows. The choice to go bold was made with the use of a black-and-white graphic fabric. The graphic fabric was selected because the room had no walls, and the panels and valances had to serve as both window treatments and decorative art elements.

The window covering is the star of the space. In addition to the eight stationary panels with the graphic fabric, the fireplace was flanked with a faux charcoal croc for the base and plush green velvet with an edgy thick gold zipper. The honeycomb shades were selected for privacy. A matte black rod and matte black gold rings and finials were used for contrast.

V ISION

65

CURTAINS & DRAPERIES FIRST PLACE Tina Fontana Fontana Designs Crofton, MD

The owner of this historic home enjoys mixing her eclectic taste of patterns and colors.

The needed drapery was for the large opening between the parlor and the dining area.

The client wanted traditional portière draperies to soften the room transition. And because the drapes would be viewed from the front and back, a double-sided drapery panel was designed. For the fabric’s self-lining, two different fabrics were selected to coordinate with each room. The drapery color mimics the hues in the settee that was also reupholstered.

The drapery panels are pulled back with champagne tiebacks mounted inside the portière draperies and the panels are ceiling-mounted.

CURTAINS & DRAPERIES SECOND PLACE (TIE) Kathy Corbet

The narrow bedroom at a grandparents’ river house accommodated bunk beds LHS DESIGNS for their six grandchildren. The goal was Richmond, VA to give each grandchild a bunk bed curtain to add privacy. A lanyard clip on metal rings was used, which made removal for washing easy.

A special pleat was also used to make sure the inside of the curtain was as attractive as the outside.

66

MAY + JUNE 2022 | wf-vision.com

Shona Bascon Gotcha Covered of Galleria Uptown Houston, TX

This family room has a two-story-high ceiling and gets lots of light. The colorblocked drapes were selected to enhance the turquoise-colored fabrics used as accents throughout the room.

The panels draw the eye upward and highlight the half-circle wall of windows.

DECORATIVE HARDWARE & TRIM FIRST PLACE Susan Kostelecky SK Designs Houston, TX

The entire house was the project, but just one room was selected for the competition. The room was layered with faux finish on the walls, ceiling and trim. The walls also feature a damask pattern with applied crystals and crystal flecks were added for a light shimmery effect. Arched wood-trimmed windows and arches with medallions from which the draperies were hung added to the room’s formality and artful finishes. The drapery panels are made from lush Milano silk from Catania Silks with black lining by Angel’s Ruby Plus. The sheers are by Williamson Supply Co. in Eva.

DECORATIVE HARDWARE & TRIM SECOND PLACE Sandy Kozar and Rachael Sheridan The makeover of this formal dining room featured walls, ceiling and moldings Decorating Den Interiors/Kozar Team Knoxville, TN

embellished with faux finishes. For such a grand space, the window treatments had to command attention. The client wanted arched drapery rods, but, due to limited space, this wasn’t possible. Formed arches with medallions from which the drapes were hung was created. A domed diamante button was attached to each medallion, then hand-painted in gold and silver.

V ISION

67

SPECIALTY WINDOW FASHIONS FIRST PLACE Olga Polyanskaya Drapery Expressions and Blinds Colorado Springs, CO

Inspiration was drawn from the chrome sculpture in the center of the windows.

Flowing Euro-pleat draperies made from sheer white fabric laced with tiny silver threads by RM COCO in Zee. The blackout lining to control heat and light is from Angel’s Distributing. Intricate chrome hardware and French Knot finials and medallions from the Artigiani line by Helser Brothers were selected. The stair-stepped windows create a crescendo at the center corner of the room and the differing heights were addressed with adjustable brackets that stopped short of the drapery rod adjacent to it. This allowed each panel to flow uninterrupted to the floor. A 3/8-inch Euro-bottom hem adorned with weighted chains holds the panels in place.

SPECIALTY WINDOW FASHIONS SECOND PLACE Keely Hersh Right at Home Interiors Placerville, CA

68

MAY + JUNE 2022 | wf-vision.com

The deadline was firm for this project: the wedding of the client’s daughter.

Inspired by the onyx fireplace and the embroidered gold silk trim fabric and tassels, the soaring 12-foot-tall windows were adorned with a rich scarlet douppioni silk from Fabricut. The draperies are fabricated with two widths of silk to ensure proper fullness and feature oversize 6-inch French pleats at the top. Gold fabric was flipped over the top of the draperies, which draws the eye upward.

SOFT SHADES FIRST PLACE Jill Ballew High Country Drapery Designs Chickamauga, GA

The window treatments for the million-dollar lake view were what was required.

A flat roman shade constructed from one piece of Fabricut’s Le Monte in La Mer was created. They are blackout-lined and are operated by a cordless operating system. It would have been preferred to cover the three windows with one shade, but a mullion between each window prevented this. So, each roman shade was pattern-matched to the next with flawless perfection.

SOFT SHADES SECOND PLACE Hideki and Shio Nishigaki Osaka, Japan

The challenge was to create a design-focused solution to lessening the window glare at the top of the staircase. The marble stairs, custom iron railings and teardrop chandelier were complemented with an elegant window treatment. The soft drape of the swag and jabots combined with patterned sheer lace provide an interesting contract to the coolness of the natural elements.

V ISION

69

WHOLE-ROOM INTEGRATION FIRST PLACE Keely Hersh Right at Home Interiors Placerville, CA

The design for this rustic French country style of living was inspired by Fabricut’s French General Blue Laureate/Le Mer floral fabric. Draperies edged with Fabricut’s Septfond Chambray window-paned check fabric were finished with a dark faux welt from Greenhouse Fabrics. Specialized acanthus leaf brackets were repurposed into rosettes from which the draperies hang. Cream walls created the perfect backdrop for the art, accent wing chairs, pedestal end tables, salvaged wood coffee table and floating cube ottomans.

WHOLE-ROOM INTEGRATION SECOND PLACE Barbara McInnis-Hayman Barbara Hayman Designs/ Decorating Den Interiors Kissimmee, FL

70

MAY + JUNE 2022 | wf-vision.com

New construction allowed for creating this seascape bedroom from scratch. A soft buttery paint set the foundation for the entire design. A playful rug adorned with starfish and seashells from Nourison added colors to the wood floors. The twin-over-twin bunk beds in creamy white, set with a nautical hint of rope, are by Legacy and were dressed with coral bedding from Crane & Canopy and coastal-inspired pillows from C&F Home. A roman shade crafted in polka dot fabric from Carole Fabrics filters light and adds privacy.

MOTORIZED WINDOW FASHIONS FIRST PLACE Zinaida Shickohanov Z Curtains/Interiors

by Popov Bellevue, WA

Spectacular views of Lake Washington were framed with full-height light sheer draperies and blackout roller shades, motorized by Somfy Ultra 60 RTS and Sonesse Ultra RTS. Two split-draw panels and six heavy shades are easily operated by three motors. All treatments are operated from a Somfy Telis four-remote and a Somfy DecoFlex five-channel wireless wall switch.

MOTORIZED WINDOW FASHIONS SECOND PLACE Jill Ballew High Country Drapery Designs Chickamauga, GA

Waterfall roman shades in Thibaut’s Berkshire Stripe sheer fabric in ivory were blackout-lined, then mounted on the outside to ensure complete room darkening in order to create a relaxing spa-like atmosphere. The shades were motorized with a Sivoia QS Wireless shading system from Lutron. Matching draperies on the windows behind the vanity offer a cohesive and polished look.

V ISION

71

OUTDOOR SHADING & DESIGN FIRST PLACE Amy Wolff Amy Wolff Interiors Scottsdale, AZ

With a desire to be able to use their patio more often, outdoor draperies that reduce summer heat and retain warmth in the winter were used for this client.

A big design challenge was the width of the opening to be covered: 14 feet wide by 11 feet tall. So, heavy draperies from Charlotte Fabrics Outdoor Wovens were hung from double rings reinforced with Velcro tabs attached through the bottom rings. The rod is wall-mounted on the stone and tiebacks and iron holdbacks offer a tailored appearance.

COMMERCIAL WINDOW FASHIONS FIRST PLACE Hideki and Shio Nishigaki Osaka, Japan

72

MAY + JUNE 2022 | wf-vision.com

This dental clinic was completely renovated with a medieval castle theme so the youngest of patients would enjoy coming to the dentist. The curtains were designed to match the castle-like interior. An arch-shaped cornice balance was installed on the windows and the medallion was designed to suggest the castle’s shield. A rounded lace in a balloon style created a soft look and the hem has a classical thick fringe to carry through the medieval castle design.

EXTREME WINDOWS FIRST PLACE Jill Ballew High Country Drapery Designs Chickamauga, GA

The request was for window treatments that diffused the heat and light, all while preserving the windows architectural integrity. The twofold solution included hidden motorized roller shades on the lower windows that all but disappear when opened.

The shades are color-matched to the wall paint in Chantilly. Custom Tableaux decorative grilles with curving metal insets were designed to complement a beloved light fixture. The fabric behind the grilles is the same that was used for the shades.

EXTREME WINDOWS SECOND PLACE Sara Lynn Brennan Sara Lynn Brennan Interiors Weddington, NC

This piano room is draped with floor-to-ceiling panels that plunge 20 feet.

The grand space was divided into two spaces, one defined by the piano and the other by the fireplace. The window treatments created the room’s focal point. The drapery panels are made in linen with leading edge trim by Fabricut and crown hardware. V

V ISION

73

S H OW M E T H E M O N E Y LuAnn Nigara

How to Sell Your Value and Charge What You’re Worth

BY LUANN NIGARA

“How can I compete with internet pricing?”

Just think, if I lined up 10 different designers, gave them each the identical sofa and said, “Design a living room with this piece,” each designer would come up with a completely different design.

Even if I gave the designers the exact same pieces for the room, the rooms wouldn’t look identical. Your genius is the design, not the furniture in the design.

It’s a question I hear often— from podcast listeners, coaching clients and designers in my network.

When you’re executing huge projects and charging large amounts for a project, it’s easy to anticipate client pushback.

But if you’re experiencing—or worse, anticipating—client pushback, you’re likely approaching the sales process the wrong way. The question of how to navigate navigating pushback isn’t the question we should be asking.

A better question is: “Why am I viewing my service as a commodity?”

If I go into TGI Fridays and order a steak, I know what I’m getting: a fairly decent steak in a family-friendly restaurant.

I expect to pay $15 to $20 for it. But if I go and order a steak at Wolfgang Puck, I know I’m getting something entirely different. Yes, I’m getting a higher quality steak. But it isn’t just the product I’m buying. I’m also paying for the fine-dining experience and incredible service that comes along with my steak and I know that what I’m paying for is all wrapped up in the experience.

Imagine Wolfgang Puck asking himself, “How can we explain the markup on steak to our clients? How can we convince them to buy ours for $60, when they can go to TGI Fridays and get a steak for $15?”

It just wouldn’t happen.

Puck knows that he can set his price based on his worth. He doesn’t have to

74

MAY + JUNE 2022 | wf-vision.com

Your client can go and find the sofa for less money. Who cares, because they cannot replicate what you do for them.

Be The Choice

justify his prices. And if someone were to push back, they would likely be escorted out of the restaurant.

Even if we were in an alternate universe and the cut of steak at both restaurants was identical, we would still expect to pay more at the restaurant with a Michelin star. It’s not just because of the chef’s name or the restaurant’s reputation, but it’s because of the value of the experience Puck’s restaurant offers.

Interior designers aren’t offering the $15 steak. And, more importantly, your clients aren’t looking for the $15 steak. They aren’t looking for the biggest discount or cheapest price, they’re looking for getting the best services to create their desired project.

When you ask yourself, “How can I explain my markup on this sofa or this table when my client can go on the internet for cheaper?” you’re thinking about your service entirely wrong.

You offer a luxury service, not a shoppable commodity. You aren’t just selling the sofa or the table; you’re selling your expertise, artistic eye, creativity and ability to see the room cohesively. And, ultimately, you’re selling your talents to realize your client’s vision. Not sure about this?

If you want to work with clients who go to Wolfgang Puck rather than TGI Fridays, then you can’t think of your work as an interior designer as a commodity. Design is a luxury—a luxury that clients are willing to pay for. There’s a reason why they are coming to you and not doing the selections and shopping on their own.

They want your vision. They want your experience. They want the luxury of service.

But this doesn’t mean that clients who want the luxury service aren’t concerned about budgets and costs. When Sarah Magness was on my podcast, “A WellDesigned Business,” she emphasized that budget is always a concern for clients, regardless the scale of the project. But, there’s a key difference: Clients who understand the value of your services aren’t concerned about the price tag; they are asking about the investment. They are asking you to show the value that their investment in you and your designs brings to their project.

Understanding this important concept opens the door for you to have a new way of thinking, proposing and selling your work.

If a client asks you about your price, do not backpedal, hem and haw or justify the cost of a line item. The way to answer is to clearly communicate the value that you offer and bring to the project.

Maybe the client doesn’t know and/or understand the time and effort that goes into creating the vision for the project. It’s your job to explain the design process. There’s a difference between communicating to a client the prices versus the value you offer. This is the difference between justifying and explaining.

So, how do you get to the point where you’re explaining your value? It starts with you.

1

Understand Your Value If you don’t know your value, the value yourself, how can you ask your clients to understand?

If you present your proposal without understanding that you’re providing much more than a commodity, how are you going to explain your proposal with confidence?

You have to shatter the belief that you’re simply sourcing furniture. I know that in your gut you know this, but if you have an inner voice that says, “Why is someone going to pay me for this?” then the place where you need to start is truly understanding your value and worth.

2

Know Your Prices

Along with understanding the value you offer, you also need to know how you’re establishing your fees. Get a clear understanding about

your rates—establish a specific hourly rate—whether you charge a flat fee or by the hour. Then, set your percent markups for every vendor and product that you offer. These are things that should be done ahead of time; meaning, if you don’t have this completed, do it now. You cannot wing it when it comes to pricing, especially if you intend to be profitable.

In Magness’ experience, interiors came in at 15% to 18% of the overall construction. So, start with asking, “What was your price per square foot?” and then work backward. This is an easy way to give a ballpark investment in the moment.

Kimberly Merlitti, the virtual CFO, talked about this on my podcast. She recommends sitting down and estimating the hours that it will take to complete each room of the project before creating the contract.

Then, it’s important to track the hours in a spreadsheet and update it after the project is completed.

Magness also pointed out that clear and effective communication removes any questions or pushback that might come up. When you understand the value you bring to the table, you can communicate it with confidence and represent your prices and fees in a manner that supports your value and worth.

I suggest you add to this the list of your vendors and the markups. This may sound tedious, but I believe it’s tedious continuing to be in business year after year and not earning what you’re worth. Ultimately, you have to get to the point where you have a process and a system for creating your prices, both for the formal proposal as well as for the informal answer to the client’s question, “What kind of investment am I looking at for this project?”

A lot of this comes from the ways in which you communicate. Do you give your prices over the phone, with your voice shaking?

Do you say, “I know it’s a lot, but the total is going to be X?” Do you approach the conversation already prepared for pushback? Or do you come across selfassured with a complete written proposal that showcases everything you’re doing?

The more experience and background knowledge you have, the easier it is to easily provide a reasonable ballpark investment. But, there are ways, even as a new designer, you can provide an answer with more than a “Uh, it depends.”

3

Always Clearly Communicate Value

I think it’s important to have an itemized breakdown of the hard numbers: cost of goods, number of design hours, cost of freight, etc. You may or may not need to itemize everything to your client depending on your process, but knowing the hard costs allows you to remain firm and explain the ultimate value you’re offering the client.

V ISION

75

S H OW M E T H E M O N E Y LuAnn Nigara

4

Don’t Discount, Add Value

Adding value is always better than having to alter your prices. A little nuance in your approach can entirely change the situation. When Cheryl Clendenon was on my podcast, she demonstrated this brilliantly.

Say you could offer your client a $1,000 chandelier or a $2,000 chandelier. Now, you know you’re going to make $500 on the one that is $1,000 or $1,000 on the one that is $2,000. You also know that the $2,000 option will make for better photos for your portfolio, but your client is worried about the budget.

Instead of saying, “OK, I guess I could offer this chandelier for a cheaper price,” Clendenon said, “You know what, I really feel like this other chandelier is better for the project. So, if you play ball with me, I’ll get you a better deal here.” She’s smoothly upselling. If she gives them that chandelier for $1,250, she’s increased her own bottom line by $250. And, in the process, she’s left the client feeling like they are getting a deal too good to pass up.

Find places where you can compromise and compromise in a way that adds value rather than emphasizing a discount or cheaper price. Work with your clients without hedging or appearing flaky on pricing.

5

Focus The Sale On Your Value

Your presentation matters. For 25 years, there was a Hunter Douglas gallery down the street from my business Window Works. But, I rarely had to compete for business. It focused on product: the features of Hunter Douglas window treatments.

We focused on the experience. We shared the Window Works story, the value of our team and our excellent customer service, not the features of a Duette. We said, “When you decide to work with Window Works, you are getting a company that has years of experience and expertise, our installers are Window Works’ employees, not subcontractors, we have a customer service team who answer the phone when you call…”

We sold the value of Window Works. We didn’t get into conversations about how much the blinds cost here versus another retailer. The client who wants service and understands the value of you guiding them to the best quality of products will pay for your goods and services.

76

MAY + JUNE 2022 | wf-vision.com

Value is essential when establishing pricing.

The truth is: We offer the same product as thousands of window treatment retailers, but I sell the entire client experience, not the commodity items listed on the invoice.

Find a way to position your service as stellar with great customer service and your clients will rarely look elsewhere for something cheaper.

6

Reframe Your Mindset

The bottom line is as a designer you don’t offer something shoppable. You aren’t an online commodity.

You’re cultivating a service that your clients are willing to pay for—as long as you can clearly communicate the value you bring to the project.

Understand your worth and demonstrate your value to your clients. When you can do this, you’ll stop attracting clients who want to haggle over prices and will attract clients who are more than happy to pay for the value of your talents, expertise and experience. V With four decades of industry experience, LuAnn Nigara is an award-winning author, keynote speaker and the host of two podcasts: “A Well-Designed Business” and “Window Treatment For Profit.” She is also part of the ownership team of the Livingston, New Jersey-based Exciting Windows! and Window Works. Through Exciting Windows!, LuAnn University and her one-on-one coaching services, Nigara teaches window treatment pros and interior designers how to operate profitable businesses.

LuAnnNigara.com, LuAnnUniversity.com, ExcitingWindows.biz

One exciting fabric collection for Draperies, Roman & Roller Shades One amazing custom print solution for Rollers One fast, high quality made-to-measure service One inspiring new opportunity for your portfolio Take a look

We’d love to hear from you.

Rivington Luxe, New York

@ info@rivingtonluxe.com

www.rivingtonluxe.com

rivingtonluxe

833-488-LUXE

Installation Training For Window Treatment Professionals

We offer extensive installation training that provides confidence to help installers THRIVE! Roger Magalhaes Founder & Chief Owl Installer

Visit Our Free Resources at

www.TradingUpConsulting.com V ISION

77

GLARE May + June 2022

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

Learn more at Surewin@optonline.net or call 239-362-3342.

Ona Drapery Hardware Company

For a free catalog, please call 800-231-4025 or visit OnaDrapery.com.

78

MAY + JUNE 2022 | wf-vision.com

The source for custommade drapery hardware.

From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy-gauge steel, wrought iron, crystal and more. Custom curving is also available for all rod profiles. Be sure to look at our new acrylic rods, art glass finials and polished chrome finishes, in addition to our popular French rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction.

Morgik Metal Specialists in custom-designed drapery hardware for the trade.

It has been serving the professional community of architects, designers, decorators, contractors and workrooms for the past 35 years.

Get the new 2022 design catalog at Morgik.com/morgik-metal-designscatalog.

Coulisse Discover its sheer, solar and screen collections: Textile and Genesis. These collections have been intelligently designed with beauty and functionality in mind. The Sheer, Solar and Screen Textile collection consists of delicate fabrics in a variety of weaving textures from refined fabrics with a linen look to fabrics with a coarse wool texture. The Genesis collection unites functionality and style. The range is worked out in natural colors that create a modern look. All fabrics beautifully filter out the incoming daylight and assist with energy savings. A perfect solution for any window covering situation.

Learn more at Coulisse.com/americas-roller-collection.

Insolroll Roller shade specialist Insolroll is the clear choice for patio shades and retractable screens. Under the Oasis brand, Insolroll has four models with solutions for every application. Block out the sun, as well as golf balls, and keep insects OUT with Oasis 2900 Retractable Screens.

Sell outdoor living!

Visit Insolroll.com or call 303-665-1207.

Orion Ornamental Iron Medallions, also called rosettes or holdbacks, date back to the Victorian era. They were originally created as a curtain pin and were used more for function than decoration.

As window treatments became more elaborate, the drapery medallion continued to evolve from a tool to a decoration.

Explore Orion’s wide range of medallions and holdbacks in a variety of materials, ensuring that designers have the perfect solution for all interior projects. All handcrafted by our master artisans. sales@IronArtByOrion.com IronArtByOrion.com 877-476-6278 V ISION

79

C U R TA I N C A L L

OUT OF THE CLOSET At the 2022 Kips Bay Decorator Show House Palm Beach, the Lewis Design Group reimagined the closet as the ultimate sanctuary.

Inspired by the lush colors of Palm Beach, FL, the defining element of the space is the hand-painted palm tree wallpaper by Aqualille. It is complemented by the joyful green and yellow fabrics by Schumacher used on the settee and roman shades.

This closet elevates how we think about all the spaces in our home with the perfect amount of Palm Beach panache.

Photo: Nickolas Sargent Photography

80

MAY + JUNE 2022 | wf-vision.com

Photography: Beth Shoemaker Photography

Architect: Tucson Rolling Shutters Inc

Photography: Jake Holt Photography

Create the most

Architect: Kendall Heaton / Photography: Jim Hamel Photography

Architect: The Boudreux Group / Photography: Michael Morton

Photography: Jake Holt Photography

OUR FABRICS comfortable spaces

for you to live, work,

and visit.

MermetUSA.com

V ISION

1

ew, inc. s o n x i döf

d n e c s e d o t u a x fi dö semi a

ystem s e d a ic sh u to m at hade,

ed s ke a motoriz li y tl n ta s n o slowly and c Rolls down the motor just without

Gentle tug & down

s m o ot h N operatio

call 80

ies or No batter eded wiriNg Ne

form 3 for in 8 9 8 2 6 9 0-

e a sy l to iNstal

at i o n www.do

fix.com