Window Fashion VISION November + December 2019

32 years of window treatment inspiration

THE HIGH-END DESIGN ISSUE Finishing touches that will add glamour to projects

VOLUME 40, ISSUE 6 NOVEMBER + DECEMBER 2019

The latest trends in trims, finials and more

IWCE 2020 PREVIEW

A NEW vision for the Construction Zone A NEW lineup of dynamite speakers MEET our panel of top Charlotte-area designers

PLUS: INCREASE SALES AND VISIBILITY THROUGH BETTER

BRANDING

Introducing SheerWeave Brite White.

Accentuating contemporary design while improving solar heat reduction, P84 Brite White is simply the perfect white for any occasion.

Now available in Styles 2500/2410/2390/2360 and widths 63" | 98" | 126"

sheerweave.com/starter-kit

CONTENTS volume 40, issue 6

contents

16

INSIGHT 16 | Content Is Still the Undisputed Champion of Marketing

Trends come and go, but content should remain an important part of your marketing strategy. by Welton Hong

18 | Finding Your Brand Personality

Determining this will help your business achieve even greater success. by Mike Peterson

20 | Business 101: The Structure of Your Business Learn about the most common structures businesses utilize.

by James Holloway

22 | How to Build a Lasting, Vibrant and Profitable Business: Part 1

22

Understanding your core values and company brand are important to getting business year after year. by LuAnn Nigara

26 | Influencers: Your New Best Friends What is influencer marketing, why does it work and how can it help your business? by Kathy Wall

28 | The Insurance Policy

A remeasure visit will save you and your clients money time and again. by Roger Magalhaes

26 Window Fashion VISION | 3

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CONTENTS volume 40, issue 6 5

34

contents IWCE PREVIEW 30 | The 2020 International Window Coverings Expo: Banking on Your Success

28

Besides bringing you all the things you love about IWCE, we have some exciting changes this year.

32 | New Experts, New Workshops

Over half of the seminar presenters for this year’s International Window Coverings Expo are speaking for the first time. Meet the people who have the insights you need.

34 | Queen City Design: Charlotte’s Interior Design Royalty

Join Cheryl Luckett, Melissa Lee and Brenna Morgan for an exciting discussion facilitated by Jana Platina Phipps.

40 | The NEW Construction Zone

Learn what will change in this popular area and what will remain the same. by Sandra VanSickle

INDUSTRY

30

6 | wf-vision.com | November + December 2019

44 | The Leading Edge of Safety

Karen Goelst is giving back through KleenEdge, which focuses on mitigating the risk of healthcare-acquired infections with innovative cubicle curtains. by Alia Akkam

44

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CONTENTS volume 40, issue 6

46

contents INSPIRATION 46 | Window Fashions: The Jewel of JCPenney

As JCPenney’s In-Home Custom Design program continues to grow, designers and installers across the country will find it a supportive place to make a living. by Gail Gutsche

50 | A Vision for High-End Homes

Interior designer Reem Akkad has created a niche designing upscale homes in Michigan—something she says takes tremendous attention to detail. by Sophia Bennett

56 | Finishing Touches

Design professionals share the key components to taking window treatments from nice to over the top. by Susan Schultz

64 | Seeking Authenticity

The desire for one-of-a-kind goods is providing a revival for many high-end artisans. by Jana Platina Phipps

FIXTURES 12 | Grace Note | A word from our publisher 14 | Letter from the Editor | Branding nerds unite!

50

73 | Focus | Product showcase 74 | What's Next | We pull back the curtain on our next issue

56 8 | wf-vision.com | November + December 2019

64

32 years of window treatment inspiration

WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com Editor -in-Chief | Sophia Bennett sophia@wf-vision.com Creative Director | Nichole Day nichole@wf-vision.com Industry Liaison Editor | Gail Gutsche gail@wf-vision.com

Go to Facebook.com/wfvisionmagazine for magazine updates

Keep up with all the news @WFVMagazine

Follow us and re-pin Pinterest.com/wfvisionmagexpo

Follow us on Instagram at #wfvmagazine

Copy Editor | Maude Campbell maudedotycampbell@gmail.com Circulation + Marketing Director/WFCP Director | Anne Bild anneb@wf-vision.com

32 years of windo w treatment inspira tion

THE HIGH-EN DESIGN ISSUD E

Controller | Heather Bradley heather@wf-vision.com

Finishing touches that will add spar kle and glamour to proj ects The latest trends in trims, finials and more

DECEMBE DECEM ER R 2019

Competition Coordinator competition@wf-vision.com

SALES AND MARKETING

VOLUME 40 40, ISSUE

Digital Marketing Manager | Ania McNamara ania@mcnamaramarketing.com

CONTRIBUTORS IN THIS ISSUE

Alia Akkam, Sophia Bennett, Gail Gutsche, James Holloway, Welton Hong, Roger Magalhaes, LuAnn Nigara, Jana Platina Phipps, Susan Schultz, Sandra VanSickle, Kathy Wall, Jason Zullo

DESIGNERS FEATURED IN THIS ISSUE

Reem Akkad, Monika de Silva, Karen Goelst, Van Gregory, Melissa Lee, Cheryl Luckett, Brenna Morgan, Frank Ponterio, Lisa Salvatore, Gillian Sinclair, Lori Weitzner, Cara Woodhouse

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com

IWCE 2020 PREVIEW

• A NEW vision for the Construction Zone • A NEW lineup of dynamite speakers • AND meet our panel of top Char lotte-area designers

6 NOVEMBER +

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

PLUS: INCREASE

THROUGH BET

SALES AND VISIBILI TY TER BRANDING

NOVEMBER + DECEMBER 2019 VOLUME 40, ISSUE 6 On the cover: Featured designer Reem Akkad with Reem Akkad Design created this room for a client who requested the “ultimate luxurious maximalist interior.”

Photo by John Carlson of Carlson Productions.

Main drapery fabric: Pindler & Pindler. Pattern: Noleen Color: Bluestone

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

Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4756 Banning Ave, Suite #206, White Bear Lake, MN 55110-3206.; Tel 651/330-0574; Fax 651/756-8141. Visit our website at www.wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion Vision, PO Box 15698, North Hollywood, CA 91615-5698. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage).

Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 2019 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. November + December 2019, Volume 40, Issue 6.

10 | wf-vision.com | November + December 2019

Drape and bench accent sheer fabric: Old World Weavers Tassel trim for sheer fabric: Duralee Fireplace stone: Ciot Coffee tables: Bassett Mirror Company Armchair: Fairfield Chair

Correction from the September + October 2019 issue: In the Quick Reference Chart, Alta Window Fashions should have been included in the "Shades/Cordless Indoor" and "Blinds/Cordless Indoor" categories. We apologize for the error.

Introducing SheerWeave Brite White.

Accentuating contemporary design while improving solar heat reduction, P84 Brite White is simply the perfect white for any occasion.

Now available in Styles 2500/2410/2390/2360 and widths 63" | 98" | 126"

WELCOME grace note

Grace Note

W

here did 2019 go? This was one of the fastest years I can remember.

It seems like our best show in 10 years in Nashville last March was just

yesterday and it’s now the end of the year. The holidays will definitely be different for me this year—my daughter Bogusia moved her family (my four grandchildren) to Charlotte in October. Last year’s Minnesota vortex winter was enough for them, so I’m still in a bit of shock about them not being a short drive away. Unfortunately, the predictions are for another severe winter again this year— at least I’ll have somewhere warm to visit. The good news is that my daughter Ania will also be moving to Charlotte next spring, so at least I can visit them both in one trip.

Since the International Window Coverings Expo will also be in Charlotte next March, I can look forward to seeing my family in addition to all of my industry colleagues and friends!

We have many exciting programs happening to help you

Check out:

with your businesses in 2020. Our revised and updated

•

Motorization Certification with O’D McKewan

Window Fashion Certified Professionals Program, which

•

Window Fashion Design Certification with Cheryl Meiklejohn

will be offered on-demand at your convenience, is a great way to fine-tune your skills and teach you the hottest

•

Staging Certification with JoAnne Lenart-Weary

ways to make more revenue.

•

Installation Certification with Roger Magalhaes

These experts will take you to the next level of proficiency in these areas of increased business for you.

I hope you have enjoyed the information and inspiration that we have been presenting this year. Thank you to all of our readers and advertisers for your support.

Wishing you a wonderful holiday season and a happy, healthy and prosperous New Year!

Grace McNamera Publisher grace@wf-vision.com

12 | wf-vision.com | November + December 2019

WELCOME letter from the editor

W

ho doesn’t dream of decorating highend homes? The idea of a limitless budget and the ability to buy the most beautiful, high-quality items out there sounds positively dreamy. In this issue, we’re excited to be covering high-end design and “bling” for the first time. Get insight into what it’s like to work with high-end clients in our interview with Michigan designer Reem Akkad (page 50). Flip over to Susan Schultz's piece on the finishing touches that can elevate any window treatment (page 56). Then read Jana Platina Phipps' inspiring take on the maker's moment that is giving new life to many high-end artisans (page 64).

I’m a bit of a branding nerd, and I’m thrilled to have LuAnn Nigara and new writer Mike Peterson provide slightly different looks at how you can do a better job of branding your business. That’s a great topic to ponder as we head into the new year.

Speaking of 2020, the International Window Coverings Expo (IWCE) will be here before you know it! To help you get ready for the Charlotte show, we have a whole section devoted to IWCE coverage. Sandra VanSickle, who is taking over management of the rebranded Workroom Central (formerly the Construction Zone), tells you what to expect from this popular show feature (page 40). We have several new speakers presenting on completely different topics this year, so you’ll want to pay close attention to the educational opportunities that are available (see page 32 for more details).

We also introduce you to the members of this year’s panel of local designers.

In each issue going forward, publisher Grace McNamara and I have agreed to share a fun photo of ourselves as well as

something that’s inspired us. The theme for this issue actually came to me all the way back in March, when I attended IWCE for the first time. When I saw all of the gorgeous finials from companies such as Rowley (some of their products are pictured here) and Orion Ornamental Iron, I knew I wanted to show them off. I’m so glad we were finally able to do that.

My photo was taken right after the magazine’s panel presentation at High Point Market, titled “A Window into Window Coverings: Motorized, Green and So Much More.”

Co-presenters Deb Barrett and Jill Rodgers with High Country Drapery Design gave about 30 people some amazing information about window treatments. It was an honor to share a stage with them. I hope to do these types of industry promotional events much more often.

One last thing: If you haven’t visited the Window Fashion VISION website recently, I encourage you to do so. We have a revamped webpage with better access to news stories, educational materials and references such as the Industry Resource Directory. If you refer a friend to the page, do it through the “Subscribe” button at the top. Subscriptions to the print and digital versions of the magazine are free to everyone in the design industry.

Best wishes for a wonderful holiday season. I’m looking forward to several of my family’s usual traditions (including our annual Thanksgiving turkey slaughter and decorating Christmas cookies with my kids) as well as making new memories with my in-laws and friends. We hosted a German exchange student attending the University of Oregon earlier this fall, and my sister has a Japanese high schooler living with her for the year. I expect they will join us for some portion of the holiday season and contribute their own cultural traditions to our celebration.

14 | wf-vision.com | November + December 2019

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

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INSIGHT business coaching

Content Is Still the Undisputed Champion of Marketing Trends come and go, but content should remain an important part of your marketing strategy. Improve your efforts with these tips

BY WELTON HONG

E

very year, quarter or even month, it seems, the talking heads of the marketing and advertising worlds publish predictions about key drivers for success in connecting with consumers online. You start seeing headlines such as “Does Content Even Matter?” or “What’s Rising to Take Content’s Crown?”

But the overall consensus is—and always has been—that content remains king.

Everything around that truth evolves. The type of content that engages consumers changes. New delivery methods become available. Automation takes over, and AI and machine learning make it easier to specifically target niche audiences. Although different contenders may enter the ring and challenge the reigning champion, content is always the prize-winning boxer throwing the uppercut for the knockout.

16 | wf-vision.com | November + December 2019

With that in mind, here’s what you need to know about putting this marketing champ in the ring to battle on behalf of your window treatments business in 2019 and beyond.

Content Is Advertising

First, you must understand that content is advertising. That’s true whether it’s the text snippet that goes in a search ad or a long-form piece for your company blog. The end goal of all your content is to build awareness and drive up sales and revenue.

The short-term or individual goal of each type of content might vary slightly within that big picture, of course. For example, content in many of your social posts might be geared toward encouraging engagement to get increased exposure, while a product description on your retail site may be more focused on persuading the reader to click the buy button.

INSIGHT business coaching

Second, you must think about content in a big-picture, omnichannel manner. Every punch is important in the ring, but it’s the way all the movements come together to win or lose the fight that matters in the end. The same is true with content marketing.

Your efforts across paid advertising, organic social posts, blogs, email campaigns and other formats should be interlinked, working to drive the window coverings customer toward conversion.

So how do you leverage content in this omnichannel advertising world? Here are a couple of tips to condition your content for a championship run.

Maintain quality

Quality remains a critical component in 2019, and that trend is not reversing anytime soon. Search engines, with Google at the head of the pack, are driving this demand for relevant, high-quality content.

The job of a search engine is to recommend the most helpful links possible in response to search queries. When your content fits that bill, it’s more likely to come out on top.

What makes something high quality? It’s strong writing, solid grammar, relevant information and helpful content. And while there’s no hard-and-fast rule about where content should weigh in with regard to word count, shorter isn’t always better. Studies show that pages in the top spot in search results tend to have an average of around 1,700 words.

But niche and audience matter, so be sure to do your own research.

Look at which of your pages (and those of your competition) are performing best to see which topics, word counts and contenders resonate with your audience.

Create content for people and search engines Technology and human components are irreversibly connected when it comes to digital content, so you have to serve both. First, ensure your content—whether it’s text, video, images or audio—is friendly and accessible for the human user. Choose responsive designs so users can see your content on desktop and mobile devices interchangeably, and keep newer devices in mind. A growing number of people are searching for content via voiceactivated technology such as Alexa-enabled products.

Next, optimize your content for all types of searches. That includes traditional desktop searches, queries on mobile devices and voice searches.

One top tip for serving search needs across multiple devices is including potential feature snippets in your site content. You can do so by posing a question in an H2 or H3 subheading and then answering that question concisely in the 14 to 25 words that follow. You can expound upon that answer with additional content, but the short answer may be displayed in a featured box at the top of the search results or provided to users by Alexa or other voice assistants.

Diversify your content

Diversity is huge for content in 2019 and beyond, and that’s true on multiple levels. First, make sure to spread your content about window coverings far and wide. Don’t keep it all to your blog or social channels. Consumers are branching out, and you’ll engage more people if you do too. Consider adding or continuing to use forums, your Google My Business page, and social networks such as Facebook, Twitter and Instagram.

While you’re at it, diversify the type of content you create and publish. Share content from others and make it a healthy mix of different media. Text, videos, images, polls and reviews are just some content types that perform well when shared with consumers.

Be authentic

Finally, be true to your company’s mission, vision and values, and be as transparent with consumers as you can. That’s important with all consumers, who are growing more wary of online content due to the damage caused by fake news and black hat marketing.

But it’s especially true as you work to capture the interest of rising generations.

Members of Generation Z, many of whom are moving out for the first time or will own homes in just a few short years, crave authenticity in advertising and are willing to spend more on products and companies they feel they can trust.

Content is an ideal way to engage with consumers who want authenticity. Window companies can provide helpful how-to articles, advice about buying products and even locally relevant content of interest to homeowners. Helpful, high-quality content builds the trust that is becoming ever more important for success.

Content might be the champion of online marketing, but it can’t hold the title alone. To stand out online, make sure your team is putting in the work to keep content in good shape, and don’t be afraid to reach out to a professional for in-depth content training advice and assistance. z Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line.

He is the author of “Making Your Phone Ring with Internet Marketing for Window Covering Companies.”

RingRingMarketing.com Facebook: RingRingMarketing

Window Fashion VISION | 17

INSIGHT business coaching

brand identification.

How do we sell the brand rather than just its pieces?

What is the soul of the brand? What drives our beliefs?

emotIonal

personality

(HIGH)

Always sell from the customer’s point of view, you have to speak their language.

What sort of person would this brand be?

value How the brand makes me feel, the emotional benefits of using the brand.

benefits/ function What you get from the brand?

relationship

decision making

loyalty

loyalty

(loW)

ratIonal

features What is the physical description of the brand? Product (a vehicle).

We share all of this with all other print-and web-based platforms.

Finding Your Brand Personality A brand is like a person in that it has a personality all its own. Determining your brand personality will help your business achieve even greater success

BY MIKE PETERSON

W

e don’t drive cars, we drive BMWs. We don’t stop for coffee, we stop for Starbucks. We wear Armani and carry Dolce&Gabbana.

We sip on Belvedere or Grey Goose. We don’t drink water, we drink Evian or Fiji.

If the world can find a way to brand water, just imagine what you can do with your talents!

Which begs the question: Are you a brand? Do you think of yourself that way? You should! And in today’s world, you need to.

We live in a world of brands. They surround us. They influence 18 | wf-vision.com | November + December 2019

us. They often make us do things we probably shouldn’t do.

How can you do a better job of making your brand apparent to customers—and not just that, but making them so loyal that they will never buy from anyone else? By understanding your value proposition and brand personality.

It’s Not About What You Do

We often get caught up in talking about what we do. We design rooms. We create beautiful window treatments. Brand marketing is different. It’s not about what we do, it’s about who we are and what we stand for. Your brand is a relationship with your clients, vendors and associates.

INSIGHT business coaching

Most top brands think of themselves as a brand personality because they want their image to attract people of similar personalities. Consider the relationship between HarleyDavidson and its customer base. The personal relationship is so strong, so compelling, the customer is willing to tattoo themselves with the Harley-Davidson name!

When we think of Apple, do we think of a little black plastic box? No. We think about easy communications and the world at our fingertips. With Nike, it’s not about the sneakers, it’s about winning and victory. Brand marketing is also not about the physical.

So what do you want people to think about when they hear your brand’s name? What you do is provide services to clients. But what’s above the basic service—and what you should focus on— is your brand personality. If you were to run an ad in a magazine but weren’t allowed to show any product, what would it say?

Brands are built on two basic principles: value proposition and brand personality. A value proposition is the unique promise you make customers about what services or features they can expect from your brand.

Ask yourself: What truly distinguishes you from your other hundred competitors? What value do you provide that differentiates you? By value, I don’t mean faster delivery. That’s what you do. Value comes in the form of an expectation, an intangible and emotional relationship you and your client have.

Exercise: The Brand Pyramid

Combining value proposition and brand personality is the foundation of brand marketing. To understand more about brand personality, let’s walk through an exercise I conduct in the brand workshop I teach. We’ll take Mercedes, a brand we are all familiar with, and build the brand from the ground up starting with this question: “What are the physical characteristics of the Mercedes brand?”

If you are like most people, you will want to answer comfort, quality and maybe luxury. You see, we want to answer with what’s important to us. But they’re not the physical characteristics. The answer is tires, leather, GPS, steering wheels and more.

What problem do we face if we market a Mercedes based on tires, GPS and physical attributes? Earlier we said that differentiation is important to brand marketing. If we market only the physical, like tires and steering wheels, do we differentiate ourselves? No, because all cars have them.

directions and comfort at some level.

Where we begin to differentiate ourselves as brands is when we ask this next question: “What value do you get as a result of the Mercedes brand?” Since values are emotional and intangible, the answers will be feelings such as status, luxury, reliability, sense of achievement and pride.

The last question we need to ask is this: “If the Mercedes brand were a real live person, what personality characteristics would it have?” I think we would agree we would hear words like trustworthy, mature, sophisticated and stylish. This last question leads us to discover what is called brand personification. Along with the value proposition, it is the personality relationship level that differentiates a brand.

If you look closely at the accompanying figure, you’ll see that brands becomes unique and separate from competitors at the value and personality levels at the top of the pyramid. It’s also where loyalty is most prominent in brand relationships. All great brands live at the top of the pyramid. It’s where you want your brand to live.

As you read this, think about what you would put at the various levels of the pyramid to describe the engagement you have with your customers. Do you market the services and the physical?

Or do you market the values and personality of your brand?

I hope you will try filling in your own brand pyramid. It’s a fun exercise that will truly change the way you market your brand. z Mike Peterson is the founder of the innovative marketing and brand firm Visionary Design Marketing. His experience is rooted in years as a leading advertising executive at Hearst Magazines, including House Beautiful and Country Living, working with leading national advertisers. Mike’s experience in the home furnishings industry includes serving as president/CEO of La Barge Furnishings and vice president of corporate marketing for companies such as Henredon, Lexington and Drexel Heritage. visionarydm.com Join Mike for the workshops “The Power of Personal Branding” and “Solutions to the Online Challenges Faced by Designers” at the International Window Coverings Expo, March 25 to 27 in Charlotte. He will also present Friday’s Lunch and Learn seminar, “Design Harmony: Design’s Influence on Health and Wellness,” sponsored by IFDA.

The next question is, “What benefits do you get from the Mercedes brand?” The answers here would be that tires give us traction. A GPS gives us directions. And now we can add comfort because that’s the benefit of leather. But are we differentiated yet? The answer is no, because all cars today have traction, Window Fashion VISION | 19

INSIGHT business coaching

BUSINESS 101: The Structure of Your Business Learn about the most common business structures that companies utilize

BY JAMES HOLLOWAY

T

he legal structure of your business can have a significant impact on the day-to-day operation of your company. The structure you select should be based on the goals and needs of the business. The type of structure can affect how much paperwork you must do at startup and on an ongoing basis. It also affects your tax burden. There are several types of business structures that are commonly used by most companies. Deciding on a business structure is never a one-time event. As your business grows or changes, you may need to restructure your company into one of the other types.

A quick overview of each category should help you decide which business structure is right for your company. You should always check with your accountant or attorney before making any sort of changes to the way your business operates.

20 | wf-vision.com | November + December 2019

Sole Proprietorship According to the Small Business Administration (SBA), “A sole proprietorship is the simplest structure chosen to start a business.

It is an unincorporated business owned and run by one individual with no distinction between the business and you, the owner.”

In a sole proprietorship, Julie Jones (the customer) purchases products or services from Sam Smith (the sole proprietor) and writes a check payable to Sam Smith for those products or services. One word of caution for anyone who operates a business in this fashion: You should keep a separate bank account for all business transactions.

Being a sole proprietor has advantages (such as total control and ease of setup), but it also comes with some disadvantages (such as the business owner being totally responsible for any financial or legal disputes that arise).

INSIGHT business coaching

Doing Business As (DBA)

S Corporation

Doing Business As, commonly abbreviated as DBA, refers to a business with a fictitious name. Having a fictitious name does not mean it is a fake business. It just means that the owner of the business is operating their business using a made-up name rather than their personal name. Perhaps Sam Smith decides to create a DBA and calls it “The ShadeSmith.”

Contrary to popular opinion, an s corp or small business corporation is not actually a business structure. It is more of a taxation category.

Depending on how your LLC is set up and whether there are any advantages to doing so, your accountant may recommend that you elect to be taxed as an s corp. Your day-to-day operations would still be those of an LLC.

With a DBA, Julie Jones would purchase products or services from Sam Smith and write a check payable to “The ShadeSmith” for those products or services.

If you need more information on choosing a business structure, the SBA website, SBA.gov, is a good place to start. z

Most states in the U.S. require the business owner to register the fictitious name that the company will be operating under. This helps the State identify the business, but it also helps prevent confusion for consumers by preventing more than one business owner from operating under the same fictitious name in that state.

James Holloway began his window treatment career as a full-time installer in 2001. In 2009 he started his own business, South East Installation Solutions, an “installation only” company based in Greenville, SC. His professional writing career began in 2013 with the launch of “TraVerse: A Window Coverings Blog.” He has also been asked to speak at various events including WCAA chapter meetings. His latest endeavor is the creation of a hands-on installer training facility.

According to Legalzoom.com, “DBAs are not restricted to sole proprietors. If you’ve formed an LLC and your LLC wishes to do business under a name other than its legal name, you’ll be required to register a DBA in order to do so.”

Most DBAs are subject to the same lack of distinction between business and business owner as sole proprietorships since a DBA is usually not a formal business entity.

SouthEastInstalls.com TraVerseBlog.com Learn2Install.com

Limited Liability Company (LLC) An LLC is one of the most common structures for small to mediumsize businesses. Unlike a sole proprietorship or DBA, an LLC can protect the business owner from personal liability if the business faces bankruptcy or lawsuits.

BESPOK E LE ATHER DR A PE RY H A R DWA R E

When doing business with an LLC, Julie Jones would purchase products or services from Sam Smith or one of his employees and would make her check payable to “The ShadeSmith LLC.” An LLC is comprised of an owner or owners. The percentage of ownership of the LLC is determined by the percentage invested at the startup of the business. For example, if Sam Smith and his brother Steve Smith want to go into business together, and Sam invests $60,000 but Steve only invests $40,000, they are not “equal partners.” Sam has a 60 percent membership stake and Steve has a 40 percent membership stake in the startup. As the business grows, an LLC can add or remove members as needed.

New articles of incorporation may have to be submitted to the State in some cases. LLCs can have employees, but the members of the LLC are not considered employees.

There are several advantages and disadvantages to this structure.

You should always check with your accountant or attorney before doing business as an LLC.

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Window Fashion VISION | 21

INSIGHT business coaching

How to Build a Lasting, Vibrant and Profitable Business: Part 1 Understanding your core values and company brand are important to getting business year after year

BY LUANN NIGARA

I

get a fair amount of emails from business owners asking me all kinds of questions about how to close sales, break through mindset issues and increase profits. One recent email was unusual, though. The business owner asked, “How do you keep getting customers all these years later?”

My immediate thought was, “Wouldn’t you think it would be easier for Window Works to get customers because we are so many years in business?” My next thought was, “Assuming this business owner is also many years in business, why are they struggling in this area?”

It got me to thinking… How do we get so many customers all these years later?

22 | wf-vision.com | November + December 2019

At Window Works we are in our 38th year. We are on track to grow another 15 percent this year, right on the heels of last year’s record growth of 33 percent.

After some introspection, I can point to dozens of reasons why we are headed for yet another record-breaking year of gross revenue. It is certainly in large part because of every little and big thing we do every day. We show up for appointments when we say we will. We return phone calls. We treat our employees well. We track our leads, sales, gross profit and net profit. We stay focused on goals and hold ourselves accountable to them.

However, at the heart of it, I believe we continue to attract new customers and keep our loyal customers year after year because of these primary factors:

•

We have a recognizable brand and established core values that we have taught by example to our team, customers and vendors.

•

We continue to consistently advertise and market our business every month, every year.

•

We embrace new technology, tools and ideas.

•

We pay attention to relationships.

Let’s look at the first two.

What Are Your Company’s Core Values and Brand, and Why Do They Matter?

Core values are the nonnegotiable principles by which you operate your business. Your core values guide you in managing your relationships with your customers, vendors and employees. This is true in good situations and especially true in difficult situations.

Nicole Heymer, the founder of Curio Electro and one of the coauthors of “A Well-Designed Business - The Power Talk Friday Experts,” defines your brand this way: “Your brand is what you are known for. It is your reputation as a business.”

In my first book, “The Making of A Well-Designed Business,” my very first chapter describes the reasons brand and core values are critical to your success. It is through them that you teach everyone, especially your customers, what to expect from you, what to think about you and what to appreciate about you. When your company values resonate and align with a customer’s personal values, this creates a bond that transcends price and competitors. People want to do business with people and companies that think like them and are like them.

Stop for a moment and think about your own life as a consumer.

I’m sure you can name a service provider or a company that you are willing to pay more for because you like and trust them. This is because their culture—their way of conducting business—aligns with your values.

Company core values include integrity, diversity, innovation, teamwork and customer service. You did not invent these values and they are not exclusively yours alone. But the ones that are yours are important to you above all other values. Your core values should truly reflect your personal beliefs. They are not words on a sign purchased at the office supply store. They are the nonnegotiable principles by which you run your particular business.

How to Establish Your Core Values If you are a small company, gather your entire team. If you are a larger firm, gather your leadership team. Designate a time and place outside of the work day. Plan a half-day retreat or set some time aside during a conference your team attends. Find an environment that is relaxed, open and inspiring. Brainstorm together and come up with a few ideals that define what’s most important to your specific DNA as a business. Spend time discussing questions such as these:

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Window Fashion VISION | 23

INSIGHT business coaching

•

What is important to us when dealing with customers and vendors?

•

What is important to us when dealing with each other?

•

Why are these things important to us?

•

Will we leave money on the table for these ideals?

•

How do we express these ideals?

•

How will having a specific ideal as a core value make decisionmaking easier, clearer and more direct for our company?

Once you have a few that feel right—that you know represent what you believe, what you are proud of and what you know you would be willing to uphold—write them down. Live them, teach them to employees and rewrite your website copy to express them. When you have this clarity, the people who resonate with the same values will find them in you and keep coming back year after year.

What Is Your Company’s Brand?

You have a brand, even if you don’t know what it is. You know who does, though? Your customers, especially your loyal, repeat customers. For a full, thoughtful process on discovering your company brand, please read Nicole Heymer’s chapter in my book.

In the meantime, here is one strategy to figure out your brand.

Select four or five of your best customers, ones that you know like you. Include some longtime repeat customers and some more recent ones. Give them a call, thank them for their business and ask them if they would mind sharing some feedback with you. Ask them the following questions: •

Why did you first choose to do business with us?

•

What problems do we solve for you?

•

Who is our biggest competitor?

•

What do we provide for you that you cannot get from them?

•

What is the reason you continue to call us for your window treatment projects?

Listen to the answers carefully, without interrupting, and take notes. Allow them to think, rephrase and elaborate. After comparing the responses, there will be three or four themes repeated by each customer. Different words maybe, but same meaning. These are the things you are doing that are noticed and valuable to your customers. Go back to your team, talk about these points and discuss how you can be even better in these areas.

In the next issue of Window Fashion VISION, I will continue with part two, discussing the remaining factors that enable us to continue to grow well into the end of our third decade in business: consistent advertising and marketing, and relationship building and nurturing. z

24 | wf-vision.com | November + December 2019

LuAnn Nigara is an award-winning window treatment specialist and co-owner of Window Works in Livingston, NJ. Her highly successful podcast “A Well-Designed Business” debuted in February 2016.

She has since recorded more than 400 episodes.

Join LuAnn for the workshops “Closing the Sale: It Begins at Hello,” “Best Business Practices for Succeeding with Window Coverings in 2020 and Beyond,” “Profitability – Know Your Numbers” and “Develop Partnerships with Designers to Create a Systemized Dream Team” at the International Window Coverings Expo, March 25 to 27 in Charlotte.

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

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INSIGHT business coaching

Influencers: Your New Best Friends What is influencer marketing, why does it work and how can it help your business?

BY KATHY WALL

Y

our business is on Facebook and Instagram, maybe Twitter. You have some followers and fans. But how do you grow your audience—and your prospective client base—through digital platforms?

One possible path is through the Instagram influencer. You’ve probably heard about them. Since 2017, the term “influencer marketing” has increased by 325 percent in Google searches.

Influencers are the “it” thing, with an increasing amount of marketing dollars being channeled their way. And, generally, it’s money well spent. For each dollar invested in influencer marketing, companies see an average of $7.65 in earned media value returned.

It’s clear that Instagram influencers work. But why?

First, understand that we live in the Instagram Age. One billion people use Instagram every day—and more than one-third of these users are digital-native millennials. Instagram also ranks as the preferred platform of the decorative arts industry. Most interior designers and decorators have accounts on Instagram, 26 | wf-vision.com | November + December 2019

which makes sense, because design professionals and the platform are intricately linked to the visual. Visual impact matters.

An emphasis on beauty means that Instagram is seen as a positive platform at a time when negativity and trolls have created quagmires throughout other parts of the digital landscape.

Instagram’s gorgeous images have given it the most highly engaged users among digital platforms, far outperforming Facebook and Twitter. The positive, friendly nature of the platform leads users to feel a real connection to the designers and brands they follow.

And that has given rise to the Instagram influencer.

So, let’s dig down a bit. Who or what, exactly, are influencers?

It’s really pretty simple. They’re people in the design industry who have built a large and engaged following on digital platforms by offering content that appeals to a wide swath of people in their affinity group. They’re knowledgeable in their field and have built an appealing digital persona. They also have become fan favorites because they not only share their design projects but also pieces of their personal lives. Their fans feel like they know the influencer personally, that they truly share something in life. So when an admired influencer recommends something—a product, a service,

INSIGHT business coaching a brand—people listen. They listen as if getting a tip from a trusted friend, not a random public figure.

Built on this emotional tie, influencer marketing allows brands large and small to reach their target audience in a way that can feel more genuine and authentic than some traditional advertising approaches. Businesses that have a relationship with an influencer, in turn, build relationships with new customers.

The potential impact for a brand is huge. Seventy-two percent of Instagram users surveyed say they have made purchases as a result of seeing something on the app, proving its power in the huge, confusing arena of digital marketing.

All that said, where do you start? For small companies, time and money are at a premium. You definitely want to connect with the right influencer on the first try to make the most of your resources and ensure you’re continually building your brand, not confusing customers with off-brand missteps. With these concerns in mind, many businesses turn to an experienced guide in the marketing, advertising and branding industry for help. An expert who knows your brand, the industry and its players inside and out can best connect you with a influencer who will jive perfectly with your brand and your marketing goals—someone able to introduce potential customers to your brand in a positive way.

Once you have a relationship with an influencer established, the influencer will share projects and insights that spotlight your products and expertise in a powerful, personal way. This will expose your brand to a wealth of new potential clients who will happily invite your brand into their lives just as they welcomed in your influencer. It’s a proven, effective way to bring in new customers who are committed new fans of your business.

Registration now open!

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Or if you’re a designer who has begun to get traction on Instagram, consider becoming an influencer yourself. Make social media a priority. Post inspiring new content regularly and engage with your followers. Share your projects and some of your life.

In addition to doing this to promote your brand, reach out to companies you believe in. Show them how you can become a voice for their brand and take their message to your followers.

Leveraging your power on social media can monetize itself, with brands giving you free products, covering your expenses to trade shows and influencer events, and providing other incentives. It’s a great way to earn a little extra income, get some freebies and build your reputation as someone whose opinion is worth its weight in gold. z Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for over three decades and formed her own business 18 years ago.

Her motto? “We don’t work with jerks.”

TheMediaMatters.com Facebook: TheMediaMatters Twitter: TheMediaMatters Instagram: Tmm.Agency

act now to secure Early Bird pricing

IWCE-Vision.com Window Fashion VISION | 27

INSIGHT business coaching

The Insurance Policy A remeasure visit from an installer will save you and your clients money time and again

BY ROGER MAGALHAES

M

ost people (myself included) are not big fans of paying insurance premiums. If you add up the amount you have paid for insurance over the years, it will probably shock you. But on the rare occasion that something goes wrong, you are glad that you did. The peace of mind of knowing you are protected is priceless.

When it comes to hiring an installer to double-check measurements for a project, very few people see value in doing it. I hear very often from decorators, designers, contractors and even dealers, “I know what I am doing” or “I have been doing this for so many years.” And yet, as an independent installer, I have seen the same mistakes over and over again when I arrive at the installations. There are mismeasures, incorrect applications, the wrong products ordered and a lack of necessary parts, just to name a few problems.

To illustrate my point, I am going to share a story from my second year in business. My client was a professional carpenter who was remodeling his own home. He bought vertical blinds from a factory-direct outlet. When the product arrived, he contacted me to schedule the installation. I asked who had measured his 28 | wf-vision.com | November + December 2019

windows and he said, “I did. I am a carpenter. I know how to read a tape measure.” My reply was, “Well, there is more than a width and a height involved when specifying window treatments. If I arrive to the site and I am not able to install the blinds, you still owe me for my visit.”

Sure enough, none of his eight blinds fit. To make a long story short, the windows were not deep enough to accommodate the product. On top of that, the valance did not have the right projection. This guy was extremely angry and the whole situation was uncomfortable. Yet he had to pay for my time.

Another example came from one of my regular installation accounts. I had this decorator who insisted on ordering products without a second visit from the installer to confirm sizes. She used to say that it would slow down the process and give homeowners a chance to change their mind about the sale. I sort of relate to her point. However, if she had “upsold” having an installer confirm the dimensions, she could have avoided many mistakes. There were problems so often that this particular account decided to make a remeasure visit mandatory for every sale.

INSIGHT business coaching

My point is this: A remeasure visit should be seen as an insurance policy. When you pay for the installer to confirm the dimensions, you are paying for his or her knowledge and a second set of eyes on the project.

When you are selling the job, your focus is on the sale, the colors, the product, the overall project. The homeowner is there with you. Everyone is excited, chatty and less likely to focus on specific details. There is a great chance that something will be missed if you are trying to gather every piece of information that day.

If you send the installer to confirm sizes on another day, his or her job is to take measurements and check for things like woodwork projections, chair rails, baseboards, crown moldings, window depths and access to the units. There is a good chance that the homeowner won’t even be present. The installer won’t have the pressure of having the homeowner around. His or her experience may even suggest a different type of solution for the project. You are paying an insurance policy to protect you and your project.

Here's the bottom line: Implementing a remeasure visit (whether with an installer or even doing it yourself) as part of your projects may slow down the sales process a bit and

could even turn off some clients. But dealing with unnecessary errors, costly mistakes, frustrated clients and risks to your reputation are far worse. If you sell the remeasure visit as part of the experience of buying custom treatments, I guarantee you will have many more happy clients, less remakes at the shop and more money in the bank. That is peace of mind. z Roger Magalhaes is the owner of Shades In Place, Inc. in the Boston area. He has received formal training and certifications from many of the country’s most respected vendors such as Somfy, Hunter Douglas, Norman Shutters and Lutron. He also attended the Custom Home Furnishings Academy for formal installation training focusing on drapery and other soft treatments. Roger is the founder of the Facebook group Free Speech Window Covering Pros and the Installation Instructor for the Window Fashion Certified Professional FastTrack program.

Join Roger for the workshops “Installation 101," "WFCP Installation Certification" and “The Installer’s Toolbox” at the International Window Coverings Expo, March 25 to 27 in Charlotte.

ShadesInPlace.com Facebook: ShadesInPlace

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IWCE PREVIEW summary of highlights

the 2020 international window coverings expo:

Banking On Your Success Join us in the banking capital of the United States for another year of window covering ideas, inspiration, education and fun!

Besides bringing you all the things you love about IWCE, we have some exciting new changes and people this year.

Lunch & Learn Design Harmony: Design’s Influence on Health and Wellness One of the fastest-growing influences in design today is the realization that great design improves health and wellness. On Wednesday, join Mike Peterson, founder of Visionary Design Marketing, for an in-depth

Construction Zone Reboot The Construction Zone is now Workroom Central. Get more details about what you’ll find in our reenvisioned hands-on area on page 40.

Refreshed Educational Offerings Half of this year’s educational sessions will be taught by new instructors. Many of the topics have been updated to reflect the hottest industry trends. Learn about our new speakers on page 32.

Returning in 2020: The Opening Night Welcome Reception

presentation to learn what design harmony is and how promoting it can help you earn more money and reach new clients. Sponsored by IFDA.

Queen City Design: Charlotte’s Interior Design Royalty Trim Queen Jana Platina Phipps will moderate a panel with three Charlotte-area interior designers: Cheryl Luckett with Dwell by Cheryl, and Melissa Lee and Brenna Morgan of New South Home. Meet these designers on page 34. z

Back by popular demand, you’ll have a chance to check out the show floor a day earlier than usual! Join us on Wednesday night from 6 to 8 p.m. for food, drinks and live music, and get a jump start on your shopping and networking.

March 25-27, 2020 Charlotte Convention Center CHARLOTTE, NC

IWCE-Vision.com

30 | wf-vision.com | November + December 2019 30 | wf-vision.com | November + December 2019

IWCE PREVIEW seminars at a glance TIME

SPEAKER

TOPIC

CODE | ROOM NUMBER

CERTIFICATION 8:00-4:00 8:00-4:00 8:00-4:00 SEMINARS Super Session 9:00-12:00 9:00-10:15 9:00-10:15 9:00-10:15 9:00-10:15 10:30-11:45 10:30-11:45 10:30-11:45 10:30-11:45

JoAnne Lenart-Weary Roger Magalhaes Cheryl Meiklejohn

WFCP Color Certification 1WEC | Westin WFCP Installation Certification 2WEC | Westin WFCP Window Fashion Design Certification 3WEC | Westin

O’D McKewan Mike Peterson Deborah Moss Sara Lynn Brennan LuAnn Nigara Melissa Galt Stacey Brown Randall Ann Johnson Vita Vygovska, LuAnn Nigara, Sara Lynn Brennan

Mastering Motorization 4WE The Power of Personal Branding 5WE Panel: Selecting the Best Motorization Option 6WE How and Why to Package Your Services...

7WE Closing the Sale: It Begins at Hello 8WE Instagram Insights and Strategies 9WE Customer Service vs Client Experience 10WE Creative Solutions for Workroom Disasters 11WE Panel: Best Business Practices for Succeeding with Window Coverings in 2020 and Beyond 12WE

Lunch & Learn

12:00-1:00 1:30-2:45 1:30-2:45 1:30-2:45 1:30-2:45

Mike Peterson Sara Lynn Brennan Melissa Galt Ann Johnson O’D McKewan

Design Harmony: IFDA Sponsored Create Informational Lead Magnets...

The Social Media Routine That Drives Revenue Taming Sheer & Casement Fabrics Introduction to Motorization

13WE | 213BC 15WE 16WE 17WE 18WE

Super Session

1:30-4:00

Vince & LuAnn Nigara, Michele Williams Stacey Randall Deborah Moss Vita Vygovska

Panel: Profitability - Know Your Numbers Referrals Without Asking Motorized Window Coverings Window Treatments De-Mystified

19WESS 20WE 21WE 22WE

Designer Panel: Charlotte’s Design Royalty

Wednesday, March 25th

SHOW FLOOR

6:00 pm-8:30 pm

3:00-4:15 3:00-4:15 3:00-4:15 Designer Panel

4:30-5:30

Moderator: Jana Platina Phipps with Cheryl Luckett, Melissa Lee, Brenna Morgan

Welcome

6:00-8:30

Welcome Reception

23WE Hall A

Thursday, March 26th SHOW FLOOR SEMINARS Super Session

Awards

9:00 am-5:00 pm

9:00-12:00 9:00-10:15 9:00-10:15 9:00-10:15 9:00-10:15 10:30-11:45 10:30-11:45 10:30-11:45 10:30-11:45 10:30-11:45

JoAnne Lenart-Weary Ann Johnson Michele Williams Roger Magalhaes Cheryl Meiklejohn Deborah Moss Michele Williams Jana Platina Phipps LuAnn Nigara, Sara Brennan Mike Peterson

Staging Super Session Maximizing Efficiency in Your Workroom...

Best Pricing Strategies Installers Toolbox Details Behind the Design...

The Sustainable Window Monthly Metrics for the Profitable Business The Secret Profit in Embellishments Develop Partnerships with Designers...

Solutions to the Online Challenges...

1THSS 2TH 3TH 4TH 5TH 6TH 7TH 8TH 9TH 10TH

5:30-6:00 6:00-7:30

Cocktail Reception Vision Design & Workroom Competition Awards

Westin 11TH | Westin

Jana Platina Phipps JoAnne Lenart-Weary Roger Magalhaes IWCE Faculty

1FR 2FR 3FR Stage

Friday, March 27th SHOW FLOOR

9:00 am-3:00 pm

Super Session

9:00-10:15 9:00-10:15 9:00-10:15 11:00-12:00

Social Media Basics: How-tos and Hacks eDesign Installation 101 100 Best Ideas

Window Fashion VISION | 31

IWCE PREVIEW highlighted speakers

N E W E X P E RT S NEW WORKSHOPS More than half of the seminar presenters for this year’s International Window Coverings Expo are new. Meet the people who have the insights you need into motorized window treatments, social media marketing, increasing sales and so much more.

Sara Lynn Brennan is the CEO and principal interior designer at Sara Lynn Brennan Interiors, the first and only full-service interior design firm in Waxhaw, NC, to specialize in transitional design. In How and Why to Package Your Services to Maximize Profits and Attract New Clients, Sara will discuss how designers can evaluate their current services and group them into packages that can be streamlined and automated to maximize efficiency. At Create Informational Lead Magnets to Earn Income in Your Sleep and Build Your Pipeline, she will share what a lead magnet is and how it can be used to grow a sales pipeline, generate passive income and grow an email list. Sara will also participate on the panels Best Business Practices for Succeeding with Window Coverings in 2020 and Develop Partnerships with Designers to Create a Systemized Dream Team with LuAnn Nigara.

Melissa Galt with Melissa Galt Interiors is a referral-building relationship-maker who doesn’t just show design teams what to do, but leads them through a remarkable experience that forever changes how they do business. During the seminar Instagram Insights and Strategies. Melissa will share strategies and practical advice for turning Instagram into a profit center instead of a distraction. In The Social Media Routine That Drives Revenue, she will discuss how having a consistent plan for social media management can help designers attract their ideal clients—all with less than six hours of work per week.

Deborah Moss, founder of Fairfield County, CT-based Windowful Interiors, has been designing and installing window treatments for decades. A global entrepreneur in technology innovation and environmental stewardship, she offers a unique perspective on sustainable window treatment design and technology. Deborah will go into detail about how motorized window treatments can be used for optimal climate control and energy efficiency in Motorized Window Coverings for Energy Savings and Climate Control, and share the latest trends in eco-responsible window coverings during The Sustainable Window. She will also lead a panel of motorized window experts in the session Selecting the Best Motorization Option for Various Settings.

32 | wf-vision.com | November + December 2019

IWCE PREVIEW highlighted speakers

Mike Peterson, founder of the innovative marketing and brand firm Visionary Design Marketing,

is committed to brand marketing concepts that help companies large and small better understand how to grow their businesses. We are honored to have Mike present Wednesday’s Lunch & Learn seminar, Design Harmony: Design’s Influence on Health and Wellness. One of the fastest-growing influences in design today is the realization that great design improves health and wellness. Mike will share how designers can use this knowledge to market themselves and receive credit for providing healthier homes.

Mike will also present Solutions to the Online Challenges Faced by Designers, which will cover topics such as how to address the threats posed by online retailers and how to better take advantage of the real value they offer, and The Power of Personal Branding, a highly interactive workshop that will explore the basics of brand positioning and marketing.

Stacey Brown Randall helps small business owners and solopreneurs take control

of their referrals, their client experience and their business. She is the author of “Generating Business Referrals Without Asking” and host of the podcast “Roadmap to Grow Your Business.”

In Referrals Without Asking, Stacey will discuss topics such as where referrals fit in your overall sales strategy, why asking for referrals works and doesn’t work, and three steps to take to start generating referrals immediately. In Customer Service vs. Client Experience, she will discuss the long-term payoff of solid client experiences and how to improve them.

Vitalia Vygovska (Vita for short), CWFP, MBA, is an award-winning window treatment

specialist, author, speaker, mom, wife and ballroom dance enthusiast. Her company, Vitalia, Inc., has provided all-encompassing fabrication, measurement, installation and project management services for interior designers for more than a decade. Catch Vita at Window Treatments Demystified and Best Business Practices for Succeeding with Window Coverings in 2020 and Beyond with LuAnn Nigara and Sara Lynn Brennan.

Michele Williams is the owner of Scarlet Thread Consulting, an advisory and coaching company

focused on the interior design industry. In Best Pricing Strategies, she will help participants uncover what makes a great pricing strategy, how to tell if their strategy is the best and how to shift it if it is not.

For Monthly Metrics for the Profitable Design Business, Michele will discuss what designers should look for when they receive their financial statements each month, which percentages they should focus on and how to do a better job of managing the numbers. She will also participate on the panel Profitability – Know Your Numbers with Vince and LuAnn Nigara.

Window Fashion VISION | 33

IWCE PREVIEW queen city design

Queen City Design: CHARLOTTE’S INTERIOR DESIGN

ROYALTY

Jana Platina Phipps’ panel with local designers was one of the highlights of last year’s International Window Coverings Expo in Nashville. In 2020, Phipps will reprise the concept by sitting down with three top Charlotte designers: Cheryl Luckett, Melissa Lee and Brenna Morgan. To give you a sneak peek of this year’s discussion, we asked each designer to tell us a little about themselves and offer a few tips on the business of design and what to see in Charlotte.

Cheryl Luckett

|

Dwell by Cheryl Interiors

dwellbycheryl.com Facebook, Twitter, Instagram, Houzz: DwellByCheryl Photos courtesy of Cam Richards Photography

Cheryl Luckett launched Dwell by Cheryl Interiors in 2012 as a side hustle to her job as a registered dietitian at a Fortune 500 company. Four years later, those roles switched as demand for her design services continued to grow. Her colorful, cultured and cozy aesthetic has been lauded by a number of publications, including Traditional Home, Country Living, Charlotte Magazine, Southern Home and Designer’s Today. In addition to running her business, she is a design ambassador for Revolution Performance Fabrics. She launched her first licensed collection of upholstered furniture with NC-based Sylvester Alexander Fine Upholstery in 2018. She describes her Southern roots, natural design ability and corporate tenure as key to her success.

34 | wf-vision.com | November + December 2019

IWCE PREVIEW queen city design

How do you make your business stand out in a crowded field?

Authenticity! In this age of digital marketing, standing out can be as simple as being yourself. I’ve found that by sharing my passion, my work and my journey, I’ve been able to attract a tribe of followers, brand partners and potential clients through sharing my authentic self.

What do designers in today’s marketplace need to do to become or stay successful?

Understanding and being able to communicate your value is key. As designers, we are responsible for educating our clients on the design process and the value we bring beyond the purchasing aspect. It’s also important to understand that not everyone will be a good fit for your services.

VISION WANTS

YOU!

GET RECOGNIZED for your master skills, knowledge & style

What are a few “must see” things people should check out in Charlotte?

Charlotte has an amazing arts community. I love spending afternoons in our local museums. The Harvey B. Gantt Center and Levine Museum are two local favorites.

DESIGN & Workroom COMPETITIONS

Sponsored by

IWCE-Vision.com | competition@wf-vision.com Window Fashion VISION | 35

IWCE PREVIEW queen city design

Melissa Lee

| New South Home

newsouthhome.com Instagram, Pinterest: NewSouthHome

Emilie Smith Photography

Melissa Lee started New South Home in 2011 after spending 10 years in the fashion retail buying industry.

After completing her interior design certification from the New York Institute of Art and Design, her first design project consisted of sewing pillows at her dining room table.

She quickly moved from making her client’s window treatments and pillows to furnishing whole homes and renovations in Charlotte and the Southeastern United States. Her design work has been featured in multiple publications and her team has won Best of Houzz for client satisfaction six years running. New South Home’s team prides themselves on creating comfortably sophisticated spaces that focus on the real lives of their clients.

What are one or two things designers can do to make their businesses stronger?

When I was beginning my business, I was trying to do everything myself because I was trying to save money. But if you do that, it takes longer to build the business. What I’ve learned along the way is, if there’s someone who’s really good at something, just hire them to do it. It’s going to free up your time to build your business and network.

The other thing that’s important is there are so many designers out there that are talented and design beautiful rooms, but the execution of it is so key.

Developing a process to get you from the design phase to the installation phase is so important. The last thing you want is to create a beautiful room but have the client mad because getting there was a disaster.

Do you have any advice for marketing?

We hired a professional photographer probably three or four years ago to take pictures of our shop, and I feel like that’s elevated our business and made us look more professional. A picture is worth a thousand words. Working with them to get the right shot and make sure the room has been accessorized and looks like something out of a magazine is really important.

What are a few “must see” things people should check out in Charlotte?

The NASCAR Hall of Fame is pretty cool. There’s also the U.S. National Whitewater Center. They’ve basically built a fake rapid, so it’s good for beginners that don’t necessarily want to go on a daylong river-rafting trip. Charlotte has a lot of little pocket areas that are outside of uptown that are pretty cool. Plaza Midwood has some great restaurants.

NoDa is very hip and eclectic. South End was more of a warehouse area that they’ve started building up with restaurants.

What are a few of your favorite ways to add sparkle and elegance to window treatments?

Photo by Laura Sumrak

36 | wf-vision.com | November + December 2019

I’ve gone away from too many patterns on window treatments, but I love doing really pretty embroidered and beaded tapes on our draperies.

They elevate the look of our window treatments and give you a chance to customize their look and colors.

The other thing we’ve been using is acrylic, because we keep seeing that in homes. That includes acrylic ball finials, acrylic rods and acrylic pulls on the nightstands.

IWCE PREVIEW queen city design

Photo by Laura Sumrak

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Window Fashion VISION | 37

IWCE PREVIEW queen city design

Brenna Morgan Emilie Smith Photography

| New South Home

After almost 10 years in the Charlotte real estate business, Brenna Morgan decided to switch her focus to the world of design. In 2012, she launched her lifestyle website and design business, Domestic Charm, which allowed her to pursue her passions for interior design, cooking and entertaining. After obtaining her interior design certification from the New York Institute of Art and Design, she joined New South Home in 2017.

Morgan has worked on projects large and small and has been featured in numerous online publications, including Apartment Therapy and Scoop Charlotte. Her favorite part of the design process is adding in a little bit of the unexpected.

What are the keys to staying profitable amid disruption in the design industry?

The biggest thing is client education. That might sound a little counterintuitive but explaining to people that there have been price increases because of the tariffs, for example, is important. Everyone knows about the tariffs, and if you explain your situation to them, they understand that you have to raise your prices in order to earn your designer fee. People want to understand why you’re charging the prices or making the decisions you do. Helping them understand that is what’s going to keep you profitable.

If you could give the “you” from seven years ago advice about how to succeed as an interior designer, what would that advice be?

I definitely think surrounding yourself with people who are smarter than you makes you up your game. Find people who can pick up the pieces you drop because that’s what they’re good at. There are a lot of people who think they need to do it all by themselves, and I disagree. You’ll be a more successful interior designer if you surround yourself with people who can help you.

Photo by Laura Sumrak

38 | wf-vision.com | November + December 2019

IWCE PREVIEW queen city design

What are a few “must see” things people should check out in Charlotte?

If they just want a nice, relaxing stroll, they can walk through Freedom Park. If they want to look at pretty houses, they should visit Myers Park. It’s a section of town that has gorgeous homes and big trees. The Daniel Stowe Botanical Garden is always gorgeous. The Mint Museum always has great exhibits.

What are a few of your favorite ways to add sparkle and elegance to window treatments?

Trim, hands down. That’s the easiest way to do it, to add a tape trim with some tassels or beadwork. But bling doesn’t necessarily have to be sparkly. It can just be a little extra detail that draws your attention—some buttons that add interest to your pleats, or color blocking or interesting fabric for the curtains.

Emilie Smith Photography

Window Fashion VISION | 39

IWCE PREVIEW workroom central

THE NEW

CONSTRUCTION ZONE

BY SANDRA VANSICKLE

40 | wf-vision.com | November + December 2019

IWCE PREVIEW workroom central

F

or the past 10 years, the Construction Zone has been one of the highlights of the International Window Coverings Expo (IWCE). But with the retirement of Terri and Jeff Booser (who did a brilliant job of overseeing the area) and the natural evolution of the interests and needs of window fashion professionals over time, 2020 seemed like the year to revamp the Construction Zone.

I was honored when IWCE’s organizers asked myself and my husband Ken, a window treatment installer, to begin organizing this important element of the Expo. As a wholesale custom home furnishings workroom with more than 40 years of experience, plus my own online training business, I think I have a pretty good pulse on the needs of modern window fashion professionals. Here is my vision for next year’s show.

New Name

The Construction Zone will now be known as Workroom Central. I chose the name because I felt that, within our industry, the workroom is basically the center. Designers start the process by meeting with clients to understand their needs, and then all of the work to be done comes into the workroom.

We do the fabrication of window treatments, reupholstered furniture, slipcovers, comforters and pillows, and many other elements. Everything then filters back out into the field and into the installer’s hands.

Also, when we’re at the Expo, everybody gravitates to the hands-on area. There’s a great mix of designers, installers and workrooms all coming here to collaborate, learn new things and share ideas. Given that it’s also the center of the show in many ways, the name Workroom Central makes sense.

New Vision for Artisan Projects You’ve probably seen the intricate and inventive window treatments that have come from the annual Window Fashion Artisan Project at previous shows and in

the pages of Window Fashion VISION. We’re going to do the artisan projects a little differently this year. Instead of having six winners who take a weekend to fabricate treatments together, this year what we’re going to pick three people to create three vignettes in their own workrooms. Each vignette—which will feature window treatments but could also include furniture and other elements—will be displayed in Workroom Central. A panel of judges will award prizes to each participant. The first-place winner will receive $1,000, the second-place winner will get $500 and the third-place winner will be awarded $250.

In addition, we have one design entry called “Design to Install.” Keeping with the Artisan Project theme, the chosen entry and applicant will provide a design board and the treatment will be fabricated in Workroom Central during the Expo. It will then be installed by an expert so attendees can observe that important part of the process as well. People will be able to stop by, observe the work being done and ask questions.

The theme for this year’s Window Fashion Artisan Project is “Practical Trends.” We’ve given this year’s participants that theme because we’ve heard that while people love the over-the-top creativity of the designs from previous years, there aren’t a whole lot of details or elements that designers can pull from those designs to take back and use them for their clients. IWCE participants want to see something more realistic and practical.

The other change for this year is that each of the three designers will receive a mystery box with fabric and other materials that they must incorporate into the design.

The participants for this year’s Window Fashion Artisan Project have already been chosen and announced on social media. Check the Window Fashion VISION Facebook page to find out who they are.

New Contest

Even more people will have the opportunity to showcase their skills in Workroom Central thanks to a new element—a pillow contest that is open to everyone. In October, we received entries from those of you who plan to fabricate a custom pillow to be shown at the event.

The pillows will be judged at IWCE, with the first-, second- and third-place winners receiving $300, $200 and $100, respectively. The pillows will be auctioned off at IWCE. The proceeds will be donated to a Charlotte-area charity.

Same Great Programming

One thing that won’t change with the new name is the quality of the education you will receive in Workroom Central. We will still have hands-on workshops with top industry professionals such as Cathy Tucker, Jana Platina Phipps, Ann Johnson and others. During the show, portions of the Workroom Central events will be livestreamed for people who cannot attend in person.

During the Wednesday night reception, stop by Workroom Central for a special presentation by a team of skilled installers.

They will talk about their businesses, share ideas and things they’ve learned during their time in the business, and answer questions. I hope to see you many more times over the week as well. z Sandra VanSickle is an ardent entrepreneur, continuing education instructor and lifelong learner with nearly 42 years of experience in the window fashion industry. She is the owner of Sew What’s New LLC, a wholesale custom window treatment and soft home furnishings workroom and training center in Apex, NC; Cuddlebugs-n-Cocoons, an online, international retail business featuring her blanket and bedding designs; and Live With Sandra V, where she shares her goal to educate, inspire and promote others within the industry.

Window Fashion VISION | 41

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42 | wf-vision.com | November + December 2019

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Window Fashion VISION | 43

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Because we’re responsive and care about what YOU care about.

INDUSTRY the leading edge of safety

THE LEADING EDGE OF

SAFETY

BY ALIA AKKAM

E

ight years ago, when her usual load of luxury commercial and residential projects had dwindled as a result of the economic downturn, Karen Goelst started to think more ambitiously about expanding her professional imprint.

Born and raised in the Netherlands, Seattle-based Goelst was reared in a family that manufactured drapery hardware. When a new owner stepped in, she assumed management of the brand’s imports and sales through her company, Saelger, while simultaneously becoming a North American agent for Australiabased Wilson Fabrics in 2015.

She also started looking for a business opportunity in the healthcare industry, a field “that will always be robust,” she points out. Drawing on her experience in window coverings, she turned her attention to the often-overlooked hospital curtain cubicle and its role in spreading healthcareacquired infections, of which 1.7 million are reported yearly.

“All curtain cubicle systems in the States are ceiling mounted, and in Europe they are simply suspended,” Goest explains. “So I went on a fact-finding mission. If the system is ceiling mounted, then doesn’t that make it hard to change the curtains? There is this nebulous standard in healthcare that a curtain should only be removed when it’s visibly stained or soiled, but of course bacteria is invisible.”

Delving into studies and white papers, Goelst discovered that the leading edge of curtains becomes contaminated after only one week in place but is usually changed for a year. The reason this swap happens so infrequently is because it’s a laborious process that takes 45 minutes to complete. “You can’t just get a nurse to go on an eight-foot ladder,” she points out. Add inept manual logs and high-cost laundering to the mix, and it’s not surprising that curtains stay up long past their hygienic prime.

To Goelst, developing a quick-load widget product to make the curtains easier to replace, complemented by a sanitary panel for the leading edge and a protocol software program, was the solution.

44 | wf-vision.com | November + December 2019

With the help of mobile and web-based app developers, she created KleenEdge.

The company’s first product was the QuickLoad bracket, which allows curtains to be installed at door height in seconds. Glides are placed directly onto the bracket, then the curtain is swept up into the track. Once it’s hung, the last glide is lifted up and over and secured in the gate lock within the bracket. Lightweight, compact and recyclable, these curtains don’t require laundering.

The company’s Leading Edge Panel gives an additional layer of protection with a recyclable paper attachment that hospital personnel can grab to open or close the drapes. “I thought that if hospitals remained resistant to more frequent exchanges, at least they’d have an inexpensive leading edge, which would show people where to touch and have a sanitary place to operate the curtain,” Goelst says. A proprietary Timestrip that automatically counts down the seven days until a replacement is needed allows hospitals to track the panel’s date of application.

The software automates the documentation of curtain exchanges in real time. Curtains are scanned in and out to an exact room and bed location and lets the hospital create their own desired protocol so that they can then demonstrate compliance to regulatory agencies.

KleenEdge was officially introduced to the market at last year’s Association for the Health Care Environment conference, where it snagged a product innovation award. Prominent healthcare groups, including VA Boston Healthcare System, Kaiser Permanente of the Mid-Atlantic States and Hawaii Pacific Health, all currently embrace KleenEdge.

“Beds, bedside tables, alarm bells, they are all considered high-risk touchpoints and get cleaned regularly,” says Goelst. “So should curtains, and now we’ve given them the tools to do it.” z

INDUSTRY the leading edge of safety

We see your vision.

Drapery Hardware Made to Order in the USA Since 1992 Exclusively to the Trade 214.653.1733 AntiqueDraperyRod.com Window Fashion VISION | 45

INSPIRATION advertorial

46 | wf-vision.com | November + December 2019

INSPIRATION advertorial

W I N D O W FA S H I O N S : THE JEWEL OF JCPENNEY As JCPenney’s In-Home Custom Design program continues to grow, designers and installers across the country will find it a supportive home for making creative, exciting custom window treatments

BY GAIL GUTSCHE

G

enerations of Americans have faithfully

industry and the competition has grown. JCP, which was

shopped at JCPenney, drawn by its wide

once the only player, is now vying for the lead position

array of household goods. Home fashions,

of four or five other major companies. “The competitive

including window coverings, have been a

landscape has evolved over time, but we are still The

mainstay since the retail giant was founded in 1902.

“JCPenney is synonymous with window treatments because they are part of our legacy history,” says Jeff Roberts, director of In-Home Custom Design, the company’s custom window treatment arm. “In the mid-90s, one in four of all window treatments in America came from JCPenney.”

About that time, the company went through an extensive reorganization.

During that period, the focus on window fashions floundered. But the company is enthusiastically back and set to flourish as the window treatment leader once again. “We have invested significant resources to position ourselves as the top retail seller of window treatments,” says Roberts.

Because of its success, other retailers have entered the

Window Authority,” says Lisa Hamer, In-Home Custom Design buyer for JCPenney. One reason is that JCPenney is the only retailer to offer its window treatment collections through three distinct channels: in store, in home and online. Another is that the professionals who are employed by the company provide an unparalleled level of service.

JCPenney is committed to hiring, training and keeping the best designers and installers. All window covering professionals are full-time employees of the company and receive medical and paid leave benefits starting on day one. The commission program was recently revamped and is one of the best in the industry.

The program includes a base salary of $400 per week, and a commission scale that ranges from 12 to 18 percent based on transaction type and customer class.

Window Fashion VISION | 47

INSPIRATION advertorial

Installers and design consultants complete a comprehensive

“We are unique among retailers in that we have our own

four-week training program to cover all facets of selling and

workroom in Statesville, NC, which allows us to flex our

installing window treatments. “We have three overarching

design muscle in creating draperies and top treatments

objectives for our new-to-position design consultant training

of the highest quality,” says Hamer. “Everything we do is

program, which started in February 2019,” says corporate

custom in the in-home design segment of our business.”

training manager Lyn Yanez. “First, excellence in providing customers with window solutions that are fashionable and functional. Second, excellence in operations, with a focus on capturing and processing the order correctly. And third, sales excellence, so the customer comes back to JCPenney with other projects and recommends us to their friends and family.”

The company offers products from four of the bestknown manufacturers: Hunter Douglas, Graber (Springs), Norman International and, more recently, Comfortex. The comprehensive collections are professionally curated and include draperies, top treatments, blinds and shades.

Its recently launched partnership with Comfortex makes it the only national retailer offering Color Lux—the patented,

In-home custom design services are offered at more than

popular production-on-demand technology that allows

600 retail locations coast to coast, which means designers

customers to choose from hundreds of coordinating prints

living almost anywhere can find a home at JCP. A district

and colors.

sales manager leads each team, and a regional trainer provides ongoing local instruction that consists of selfpaced work, vendor meetings, ride-along observations and installations. Once the design consultant has completed the requisite training, they are invited to the JCP home office in Dallas for Fun, Fashion and Focus on Success Week.

Objectives of this week include sharpening sales skills, homing in on solutions and achieving outstanding customer satisfaction. On top of these initial trainings, JCP partners with vendors to offer ongoing workshops aimed at boosting sales performance and enhancing design skills.

“Our new design consultants are performing at increasingly higher levels,” says Roberts. “Sales are soaring. We train about 15 design consultants a month, up to 180 in a year. We welcome established design consultants and installers to join our team.”

Another reason consultants stay with JCPenney is that the company features the broadest assortment of window treatments in the industry.

“No one else on the planet offers the fabric collections that we do,” says Roberts. “Our fabrics set us apart from the competition.” The array of styles and designs offered through its In-Home Custom Design program is second to none.

48 | wf-vision.com | November + December 2019

JCPenney also offers the versatile faux metal Tableaux, whose applications work equally well for windows, walls and ceilings. “Our designers have really embraced Tableaux— utilizing it for one-of-a-kind decorative solutions,” says Hamer.

The national design network now includes 350 design consultants and 150 installers, plus 29 district sales managers and six regional sales managers. “It’s a great partnership,” says Roberts. “We offer stellar training, excellent benefits, a competitive commission structure and top-of-the-line products. Come join us.”

z

APPLY TODAY! Email your resume to designers-sm@jcp.com JCPenney is The Window Authority™.

Become a full-time In-Home Design Consultant and receive base pay, plus the BEST commission program and benefits in the industry.

• $400 PER WEEK base salary • UP TO 12% BASE COMMISSION per transaction • 14% COMMISSION on non-discounted transactions • 18% COMMISSION per transaction when you introduce a new customer to JCPenney • OUTSTANDING BENEFITS START DAY 1 Design Consultants are eligible for associate discount, medical, dental, paid time off and 401(k)* *Full-time benefits for eligible JCPenney In-Home Design Consultants • TIERED SALES AWARDS paid for every $100K in incremental sales with no limit.

When you reach $1M in sales, you will receive your salary and commission, PLUS an additional $47,500

NOW’S YOUR TIME TO SHINE Window Fashion VISION | 49

INSPIRATION designer profile

50 | wf-vision.com | November + December 2019

INSPIRATION designer profile

A Vision for High-End Homes From her office in Detroit’s northern suburbs, Reem Akkad with Reem Akkad Design works on homes many designers can only dream of: places with lofty interiors and beautiful details, owned by people with big budgets and a desire for the best money can buy. For our high-end issue, she reflects on the pros and cons of working on these projects, how to secure high-end clients and what people in her region want from top-of-the-line window treatments.

BY SOPHIA BENNETT

Window Fashion VISION | 51 Photo by Agnes Jawoszek.

INSPIRATION designer profile

East Meets West Akkad was born in the United States but lived throughout

Given that her background was in commercial design, she

the Middle East as a child, traveling to countries such as

only had one home to showcase in those early days: her

Saudi Arabia and Syria thanks to her father’s career as a

own. As it turned out, that was all she needed to convince

doctor. The lack of a consistent place to call home was

potential clients to trust her with their projects. “Once you

difficult at times, she acknowledges, “but looking back,

do a job right, that person becomes your marketer,” she

I think it really helped me gain an added layer of depth.

says. “I’ve been lucky with these people I’ve worked with

When you move a lot, you learn about adapting to new

because I’ve been able to build a relationship with them.

environments and going with

I’ve ended up with all these strong

the flow. It helped me become a

friendships.”

people person.” It also contributed

WOM Marketing FTW

greatly to her aesthetic. “I have

Indeed, Akkad says word of

that combination of east and west

mouth is by far her most powerful

that comes through in my designs,”

marketing tool. But that isn’t the

she says. “I love the richness of

only way she attracts high-end

traditional details and elements, but

clients. “A lot of it is networking,”

I like bringing it around in a fresh

she says. “You have to try to reach

way.”

those clients where they are.”

When it came time to start college,

Social media has also been a

Akkad already knew she wanted to

valuable marketing tool. “It’s a

be an interior designer. “I’ve always

great way of identifying your target

loved the arts and creativity,” she

audience and getting in front of

says. “I think I get that from my

them,” she says. A contractor helps

mom. She’s not an interior designer

her shoot great pictures, which

by trade, but when she designed

is important for exhibiting the

our house it was beautiful. When

exquisite homes she designs. Her

we were traveling, we would always look at furniture and fabric. That

Irum Ibrahim, MA Studios

had a big influence on my choice to become a designer.”

Akkad earned her bachelor’s degree at Damascus University and her master’s at Michigan State University. Her first interior design job was with the commercial firm Harley Ellis Devereaux. But when she started a family, the flexibility of having her own firm lured her away. She started Reem Akkad Designs in 2011.

52 | wf-vision.com | November + December 2019

Instagram account, @reem_akkad_ design, is full of before and after shots of the types of high-end projects she pursues.

“Something that’s really helped me with marketing is winning design awards,” she adds. “It legitimizes you in front of people who are out there looking for designers. It tells them you’ve been recognized for the work you’ve done.”

INSPIRATION designer profile

Photo by Agnes Jawoszek

The client was initially afraid of a stark, cold interior when presented with the concept of a “white on white” room. The result was anything but stark—a restrained and timeless color palette of warm and pearl-toned whites, with accents of champagne, cool grey and silver resulting in a sophisticated and elegant space. Photo by Agnes Jawoszek.

Subtly-striped roman shades add softness to a dining area that the client described as “a gold room fit for royalty.” Photo by John Carlson, Carlson Productions.

BELOW: The luxurious window treatment is made with ombre-striped bronze and teal drapery panel that puddles at the floor. It is accentuated with a teal sheer fabric with pin-tuck detailing and gold accents. Photo by John Carlson, Carlson Productions.

Window Fashion VISION | 53

INSPIRATION designer profile

After completing a full home renovation, the owners didn’t have the budget to completely redo the dated stairway. Akkad added decorative moldings to bulk up the railing, and the glass was divided to give the look of custom panels. The result was a sophisticated look for a fraction of the cost. Photo by Agnes Jawoszek.

The length of this hallway was emphasized with repeating panels of metallic glass tile-installed herringbone with cascading sconces. Photo by John Carlson, Carlson Productions.

54 | wf-vision.com | November + December 2019

A travertine fireplace interspersed with textured limestone ledges emphasizes the height of this living room.

Photo by Agnes Jawoszek.

INSPIRATION designer profile

The Highs and Lows of High-End Projects

you can use window coverings to give the illusion that

There are many great things about working on posh

the windows are larger. You can also pull out and accent

projects. “There’s a lot you can do when you get a good

a space with them, or you can have them stand on their

budget for it,” Akkad says. “I love to do things that are out

own. They have functional elements, but the aesthetic

of the box, something the client is not expecting.”

element is so powerful.” Window treatments are never an afterthought for her projects, but rather a central

However, she identified some challenges to big-budget

component full of elegance and beauty.

homes as well. “With higher-end projects, the client really expects perfection even though there’s no such thing as

Generally, Akkad is finding that homeowners are drawn

perfection,” she says. “I would say the expectations are

to simple window coverings right now. “People are not

much higher. As a designer, it’s important to be able to

wanting the swags and the more intricate sewing,” she

respond to those expectations. And it’s important to lay

says. “I am seeing more color. It used to be that with

out the expectations at the beginning because a lot of

window coverings, you wanted them to stay neutral, but

people don’t understand the design process.”

now people are more willing to take risks with color and

For high-end projects, the stakes are also higher. “The fabric isn’t a $30 fabric, it’s $500 fabric,” she says. “You have to triple- and quadruple-check every decision and order. Mistakes are going to be costly for the designer to

pattern, which I think is very fresh. It adds a lot to the interior. It’s good to know that up front, though, so the drapery can stand on its own and not compete with other elements in the room.”

make. And you don’t want your client to lose trust in your

For people who want luxurious drapes or shades, Akkad

vision or your ability. It requires a lot more attention to

often uses faux silk or embroidered linen, which she says is

detail.”

huge right now. She’ll also add trim along the leading edge

One of the biggest lessons she’s learned—and something she regularly reminds herself of—is to believe in herself.

“Have confidence in your work and in what you do,” she says. “With so much out there in magazines and on social media, it’s so easy to doubt yourself and think this is not

or bottom of a panel to add interest to an otherwise simple design. “I love mixing cool and warm color palettes to give flexibility for future color accent additions and to add balance to a space,” she adds. “Part of that is mixing metal finishes.”

what you’re meant to be doing. But I think at the end

And while some of her clients want a blinged-out pad

of the day, everyone has something to say. No one else

that looks like something out of a music video or movie,

has your unique point of view and perspective. It’s so

it’s more common for Akkad to get requests for low-key

important to be proud of what you offer.”

residences that are high on livability. “At the end of the day,

Window Covering Trends

it’s all about the client’s aesthetic and making their home

“A space with no window treatments feels incomplete,”

feel like a home to them,” she says. z

Akkad says. “That’s the crowning element for a space. They add a lot of visual height, so you can really manipulate a space with them. Even if you have really low windows, Window Fashion VISION | 55

INSPIRATION finishing touches

Photo 56 |courtesy 56 | wf-vision.com | November + December 2019 wf-vision.com of Houlès | November + December 2019

INSPIRATION finishing touches

Finishing Touches

BY SUSAN SCHULTZ

M

ost often, when designers are asked what takes a custom window treatment from “really nice” to “overthe-top fantastic,” the answers focus

on trims or hardware. But while those are among the most eye-catching accessories we can use at the window, there are other important factors to consider. Let’s face it: We’ve all seen gorgeous trims and stunning hardware that still couldn’t make up for a poorly designed, made, installed or dressed window treatment.

Creating a beautifully designed and executed window treatment is a lot of work—whether you’re working solo or as part of a team. So we’ve asked a relatively wide spectrum of design professionals what they think are some of the key components and finishing touches that take a window treatment from the low end of the design spectrum to the high end.

Window Fashion VISION | 57

INSPIRATION finishing touches

Trending Styles Clean, simple and tailored is still the biggest trend that I am seeing in window treatments. But you are seeing a lot of layering of textiles in the window, like roller and roman shades complemented by coordinating drapery treatments or designed to blend seamlessly with a matching wallpaper style. There’s also a move toward bolder colors and patterns, incorporating lush fabrics and textures into streamlined window designs to complement the room.

—Mikala Moller, director of marketing, Rowley Company The last couple of years showed a steady rising of classic

contemporary style, which showcases modern, clean lines mixed with classic elements in a very limited, mostly neutral color palette. This style represents timeless elegance, more focused on textures and finishes rather than colors and patterns. The window treatments—curtains and blinds in linens, silks or faux silks—are in neutral colors with borders and trims to give a classic appeal.

—Monika de Silva, owner, Monika de Silva Designs

Photo courtesy of Rowley Company

Curtain styles have changed immeasurably over the years, with fullness and thickness varying with the passing years.

The curtain headings favored these days tend to be very structured and formal compared to the softer forms of the past. Many clients and designers are still requesting the “wave” taped heading, and we now offer a hand-sewn one which has no visible stitches to the front. Its popularity follows the pared-back and more architectural style of interiors still prevalent in the U.K.

—Gillian Sinclair, owner, Sinclairs Soft-Furnishings Ltd. 58 | wf-vision.com | November + December 2019

Photo courtesy of Monika de Silva Designs

INSPIRATION finishing touches

Trending Hardware The American market tends to be drawn to more minimal applications. Even with the automated and technologically advanced offerings in the market, many still want the traditional drapery rod application. The most popular is a return bracket or French return because more often than not a seamless, clean look is preferred. The American

market is having a bronze/brass/gold-tone moment, and some of our most popular finishes are antique brass or polished or matte brass. The European market does not seem to be experiencing this trend as prominently, as silver, chrome and nickel are still the most popular choices.

—Mary Meisenzahl, U.S. sales manager, Houlès We’re seeing a lot of mixed-media looks, and by that I mean metal and crystal, or acrylic and iron, or iron and wood. There’s also been a move to warm metallics, with brass in both polished and antique versions especially strong. And, of course, the fashion-influenced trend of rose gold is still big. These warmer metallics tend to look their Photo courtesy of Houlès

best with a shimmering surface treatment—not high gloss— but something subtle to allow these metallics to truly shine.

—Sunil Patel, CEO, Orion Ornamental Iron, Inc.

Metal decorative drapery hardware still leads the category with a growing preference toward modern finial designs and accessories to support the clean and tailored look that is on trend. Soft gold and brass finishes are still very popular, but we’re seeing increased requests for acrylic poles, finial designs and accessories. Another key look is mixed media: the mixing of metal finishes and metal with wood to create more customized, layered and textured looks with the hardware.

—Mikala Moller

Photo courtesy of Rowley Company Window Fashion VISION | 59

INSPIRATION finishing touches

Trending Trims Classic swags and cascading side panels in the grand European tradition always featured a wealth of trimming. While these elaborate looks will always remain popular for a certain audience, simpler looks demand more contemporary trim options. So perhaps a richly detailed flat braid, but only that braid on the leading edge. Or tassel and brush fringe, but in a restrained, sober color palette. There are many ways of reinventing classic designs to make them relevant for today’s interiors.

—Jérome Declercq, design director, Declercq Passementiers Photo courtesy of Monika de Silva Designs Since the classic contemporary style rarely uses strong colors or patterns, tiebacks and tassels have followed suit and become simple, more focused on textures and finishes. New and

innovative materials are being used to create tassels, including leather, glass and metal. These tiebacks are statement pieces in their own right. My first pieces were made with faux shagreen and they became an instant hit, and even today it is the most popular finish and texture among my clients.

—Monika de Silva Photo courtesy of Pyar & Co.

Neutrals continue to be the go-to for most clients, with navy and ivory being the “leaders” of the leading edge for us. But that doesn’t mean basic, as within this palette they’re specifying trims that feature a lot of texture and beading.

—Paula Queen, owner and designer, Pyar & Co. The American market tends to be more reserved with trimming use than the European market. In Europe, you see trim used in more

elaborate ways, doubled up or layered. Here in the U.S., cords and tapes are most commonly used and they tend to be used in more predictable ways, as welting or along a leading edge. But what used to be a simple item is now more decorative with raised embossed designs, cut-outs and varying textures. The sizes have grown too, with tapes now being 6 inches or larger.

—Mary Meisenzahl 60 | wf-vision.com | November + December 2019

Photo courtesy of Monika de Silva Designs

Window Fashion VISION | 61

INSPIRATION finishing touches

Delivering an “Overthe-top” Window Treatment The design must be unique but appropriate, with materials and execution of the highest quality. And, of course, trimmings must

be an integral part of this design!

—Jérome Declercq

Collaboration between the designer, the workroom and the installer is really the key component in creating “over-thetop amazing” treatments. If you have the right team, each

function will contribute to creating unique window treatment designs and solutions that will guarantee a cohesive process from concept to installation with stunning results.

—Mikala Moller

First of all, choose a good-quality fabric. Some soft furnishing fabrics have the most amazing color or pattern, but either they don’t drape well or they don’t pleat well. Secondly, find a great curtain maker who has a lot of experience and a lot of references.

Technical knowledge and experience can turn a simple piece of fabric into a focal point. And lastly, get a custom tassel tieback

made especially for the project that reflects the style of the room. Do not merely use curtain fabric.

—Monika de Silva Double up on the trim. For example, when applying a beaded

trim, add a soft neutral cording on either side. This both enhances the sparkle and creates a more versatile look. Create

Photo courtesy of Declercq Passementiers

Luxurious Styling Tricks I think one of the most forgotten drapery items is drapery tiebacks; they are much less common today than they were 10 years ago. We do see them returning to popularity but I think many clients prefer a more simple look, and often a

a finished cutting sample. Although you can lay the trim on the

simple cord or braid tieback is chosen.

fabric when applied, it can sit differently on the fabric, or maybe

—Mary Meisenzahl

the trim is not a “full coverage” piece and a portion of the fabric shows through. Having a finished cutting sample ensures that the trim and fabric create the look you and your client are looking to achieve. You can also design your own trim! Custom trims and leading edges are a large portion of our business. Provide us with a design you would like to have created as a trim, and for a small fee, you can have a completely custom trim. And the minimum yardage

A hand-sewn pleat is, to me, the mark of an exceptional curtain panel. One of my favorite pleats at the moment is an inverted triple pleat, which looks similar to a cartridge pleat but has enough fullness within it to allow easy dressing of

to do this is reasonable, even just a couple of yards.

the curtains.

—Paula Queen

—Gillian Sinclair

62 | wf-vision.com | November + December 2019

INSPIRATION finishing touches

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INSPIRATION decorating with white INSPIRATION seeking authenticity

Mosaic glass artist and product designer Allison Eden creates every pattern as she goes so you will never see a repeat. In her “Waves” pattern, as in all other creations, each glass piece is cut by hand. Photo by Shea Pumarejo.

64 | wf-vision.com | November + December 2019 64 | wf-vision.com | November + December 2019

INSPIRATION seeking authenticity

SEEKING AUTHENTICITY Now is an important moment for makers, as the desire for one-of-a-kind goods is providing a revival for many high-end artisans

BY JANA PLATINA PHIPPS

W

e are having an awakening in design as

The evolution of the farm-to-table movement has also

people everywhere seek authenticity.

opened our eyes to the importance of knowing where our

Consumers are increasingly

food originates. This awareness has translated to all the

acknowledging the ever-rising social

goods we consume and even how we travel.

and environmental costs of “cheap goods” and want to make a statement against our soulless mass consumption of the past. That is giving them pause to reconsider most purchases.

Though this means less consumption on a whole, it creates a rise in “conscious consumption” as a décor trend. This is excellent news for our industry because workrooms are the ateliers of interior design, the couturiers primed to

There are many other contributing factors to the desire for

take a bigger share of the design pie. From the artisanal

authenticity. Aging baby boomers are downsizing and want

provenance of materials to the exquisite fabrication of

more meaning from the “things” in their homes. Millennials

custom upholstery and window treatments, suppliers,

are living in smaller spaces and carefully curating their

workrooms and designers are creatively collaborating

furnishings. Author, designer and 50-plus demographic

and catering to this burgeoning consumer craving for

specialist Mitzi Beach writes about this phenomenon in her

authenticity.

book “Design Smarts: Inspiration for Home+Life.” “Boomers and millennials are zestfully seeking experiential living in their homes and in their lifestyles by exercising their status of curation, purchasing unique items that have a backstory.

This allows bragging rights so they can impress others with its history and where or from whom they purchased this one-of-a-kind item.”

Workroom owner Lisa Salvatore of The Finishing Room in Simsbury, CT, recently collaborated with interior designer Cara Woodhouse with Cara Woodhouse Interiors in Brooklyn, NY, in creating unique high-end drapery for the bedroom of the Holiday House Hamptons. Woodhouse specified a rose quartz ombré alpaca linen fabric hand-

Window Fashion VISION | 65

INSPIRATION seeking authenticity

ABOVE: Ombré alpaca by Rosemary Hallgarten is 70 percent alpaca and 30 percent linen. Each fiber takes the dye differently, so it creates a raw, less saturated, natural effect. Photos by Alan Barra for Cara Woodhouse Interiors.

RIGHT: Lisa Salvatore created custom pleats to work with the unique drape of the artisan ombré textile. Salvatore and Woodhouse nicknamed them the “holiday pleats” after the showhouse.

LEFT: The Virtuoso tape by Lori Weitzner for Samuel & Sons mixes digital printing, laser cut, pleating and appliqué techniques to create a watercolor effect.

68 | wf-vision.com | November + December 2019

INSPIRATION seeking authenticity

TOP RIGHT: The Yunnan tape shown in the Ink colorway debuts in Pindler’s The Archive Collection in collaboration with the Museum of International Folk Art ABOVE and RIGHT: The Archive Collection from Pindler in collaboration with the Museum of International Folk Art

loomed in Peru from the Rosemary Hallgarten Collection.

Gregory of the Van Gregory & Norton studio. He shares,

“You can see the quality of products so clearly when things

“Handmade objects have a soul—they carry the energy and

are handmade by true artisans,” Woodhouse observes.

enthusiasm of their makers, the texture and feel only hands

Salvatore loved brainstorming with Woodhouse on how to best fabricate the window treatments for a modern, feminine look. “We mocked up sample pleats based on how the exquisite fabric draped. We wanted to take advantage

can generate.” Even after 25 years, the studio continues to experiment, as true artisans do, with materials such as wood, bamboo, cast resin, crystals, textiles, beads, papiermâché, clay, plaster and wire.

of the soft hand and, in essence, the material inspired the

The newly launched Frank Ponterio trimmings collection

design. The fabric was specified in panels with a feathered

for Clarence House also combines fine materials and takes

(fringed) edge, and the pleats we did required lots of hand

a sartorial spin on trimmings fabrication. Tapes of pleated

stitching. I wish more designers took time to experiment

wool and linen, woven brass with suede, and braided faux

like this.” The results were stunning.

leather constructed in Italy and India create a rough-hewn,

The appreciation for custom-made and artfully unique products has never been higher, claims Brooklyn-based Van

menswear style that designers and workrooms will be able to apply thoughtfully to projects.

Window Fashion VISION | 69

INSPIRATION seeking authenticity

RIGHT: Attendees at the Museum Design Summit, Laura Herrera of Pottery Barn and interior designer Laura Thurman, examine the extensive archival pieces of the Museum of International Folk Art.

LEFT and BELOW: Van Gregory & Norton works with multiple woods and Bolognese gesso depending on the project. They specialize in water and oil gilding in Italian silver leaf, 12K white gold, 16K pale gold, 22K gold leaf, copper and brass leaf, and even Japanese colored leaf. Interior design

by Jerry Pair.

70 | wf-vision.com | November + December 2019

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INSPIRATION seeking authenticity

With the goal of connecting creatives, the Museum of New Mexico Foundation hosted the third biennial Museum Design Summit last spring. The goal of the summit is three-fold: to educate design professionals about the museum’s extraordinary textile, furniture and ceramic collections; to inspire designers with thoughtful presentations by industry leaders; and to forge new creative partnerships.

The Archive Collection—a trimmings collaboration between the Museum of International Folk Art in Santa Fe and Pindler in Southern California—is the result of the summit. Each pattern in the trimmings collection was inspired by a textile or garment in the museum’s 30,000-piece textile collection.

Are you feeling this shift in awareness of authenticity in your work and personal life? I’ve been carefully considering every material, product Allison Eden at work in her Brooklyn studio. Photo by Gary Goldenstein.

Taking a softer, artistic approach to embellishment is designer Lori Weitzner with her Encore collection for Samuel & Sons. Utilizing modern and age-old techniques, her favorite trim is the Virtuoso tape. “It is a cut pattern that is pleated, digitally printed and then sewn onto a tape.

and thing that crosses my threshold, and my Airbnb account is buzzing with possibilities for my next bona fide adventure. z Jana Platina Phipps is well-known as a trimmings designer with a refined vision for the use of trims in home furnishings, fashion and luxury DIY. Affectionately called Trim Queen by her clients, she adopted the moniker and launched her blog, “Trim Queen Chronicles,” in 2013. She now shares inspiration for creativity in modern

It combines the very contemporary technique of laser

embellishments daily via her social media channels.

cutting with the ancient technique of sewing and appliqué.”

Join Jana for the workshops “The Secret Profit in Embellishments”

Also Brooklyn-based, mosaic glass artist and product designer Allison Eden sees the appreciation of artisans as ongoing. “I don’t think this is a trend—there will always be a market for hand-crafted items, especially for the discerning client. Making mosaics was the first known form of art and we are keeping it fresh, alive and ever-evolving in a machine-made world, innovating in our field.”

72 | wf-vision.com | November + December 2019

and “Social Media Basics: How-tos and Hacks” at the International Window Coverings Expo, March 25 to 27 in Charlotte. Jana will also moderate the panel “Queen City Design: Charlotte’s Interior Design Royalty.”

TrimQueen.com Facebook: TrimQueen Twitter: TrimQueen Instagram: TrimQueen Pinterest: TrimQueen

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Window Fashion VISION | 73

COMING UP in our next issue

In Our Next Issue…

The January + February issue of Window Fashion VISION will be our second annual sustainability issue. This year we will put even more emphasis on the many links between a green and healthy home. We will also feature an information-packed interview with Leigh Anderson of Willow Drapery & Upholstery (one of her rooms is featured here).

To help you ring in the New Year, the January + February issue will also feature articles around the theme of “renewal.” How can you do more to take care of yourself amid the stress of running a business? How can you refresh your company by adding new revenue streams? We will cover all of this and more.

The International Window Coverings Expo is coming right up! The next issue will provide more details about this can’t-miss event, including workshop teasers from some of our fantastic new speakers. You’ll also want to check out our list of top window fashion social media influencers. Find out who is setting trends in our industry and why with this reader-curated list.

74 | wf-vision.com | November + December 2019

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