Window Fashion VISION November + December 2021 by Window Fashion Vision Magazine

Soft, Cozy & Luxurious! MEET THE 2021 DESIGNER & WORKROOM OF THE YEAR THE SPLENDOR OF DECORATIVE DRAPERY HARDWARE

VOLUME 43, ISSUE 6 NOVEMBER + DECEMBER 2021

A DEEP DIVE INTO MANUAL CORDLESS WINDOW TREATMENTS

WINDOW TREATMENTS SOFTEN COMMERCIAL SPACES FINDING & FABRICATING SHEER ROMAN SHADES

Eve MotionBlinds motors, developed by Coulisse in collaboration with smart home specialist Eve Systems, work with Apple HomeKit technology directly from an iPhone, without the need for a bridge or any cloud dependency. Eve MotionBlinds are the first

motors on the market to support Bluetooth and Thread, drastically simplifying installation, automation and control. Scan the HomeKit Setup Code to connect, create schedules to put the blinds on autopilot and interact with other HomeKit-enabled accessories.

SMART IN A MINUTE

Discover more

motionblinds.com/eve

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

& INSP IR E D DE SIGN

W IND OW FASHION V ISION MAG A ZINE President | Grace McNamara grace@wf-vision.com Editor-in-Chief | Jennifer Rogers jennifer@wf-vision.com

Soft, Cozy & Luxurious!

Vice President | Ania McNamara ania@wf-vision.com

MEET THE 2021 DESIGNER & WORKROOM OF THE YEAR THE SPLENDOR OF DECORATIVE DRAPERY HARDWARE A DEEP DIVE INTO MANUAL CORDLESS WINDOW TREATMENTS

Art Director | Eric Taylor eric@wf-vision.com

Accounting | Kim Rick accounting@wf-vision.com Editorial Contributor | Gail Gutsche gail@wf-vision.com

CONT RIBUT ORS IN T HIS ISSUE Sophia McDonald Bennett, Amber De La Garza, Jeff Falcon, Will Hanke, Jessica Harling, O’D McKewan, LuAnn Nigara, Jennifer Rogers, Jay Steinfeld

DESIG NERS IN T HIS ISSUE Brandi and Samantha Day, Leslie Excell, Hayley Knapp Palmer, Maria Khoury Haidamus

VOLUME 43, ISSUE 6 NOVEMBER + DECEMBER

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

2021

Copy Editor | Maude Campbell maudedotycampbell@gmail.com

WINDOW TREATMENT SOFTEN COMMERCIALS SPACES FINDING & FABRICATIN SHEER ROMAN SHADESG

NOVEMBER + DECEMBER 2021 VOLUME 43, ISSUE 6 ON THE COVER: Photographer: Michael Hunter Designer: Baker Design Group

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

Go to Facebook.com/wfvisionmagazine for magazine updates Window Fashion VISION magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than VISION magazine are solved at the discretion of those involved. Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4707 Hwy 61 N #255, St Paul, MN 55110, Tel 651-330-0574. Visit our website at wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion VISION, 4707 Hwy 61 N #255, St Paul, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2021 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 2021, VOLUME 43, ISSUE 6.

Keep up with all the news @WFVMagazine

V ISION |

contents : VOLUME 43, ISSUE 6

in this issue INSIGHT

22 20

Motorization Playbook: Options for Voice Control

Friend or Foe? The Impact of Multitasking on Your Productivity

Learn the basics of how to use voice commands to operate motorized shades.

It takes an average of 23 minutes for someone to return to an original task after an interruption, so consider these tips to refrain from multitasking.

by O’D McKewan

by Amber De La Garza

Perfect the average sale and add more value to the process you are already delivering.

Get serious about your search engine optimization and plant the seeds now that will result in an even better 2022.

by LuAnn Nigara

by Will Hanke

Five Steps to Master the Art of the High-Ticket Sale

Getting Your SEO Ready for 2022

Stop the Bleeding Figure out if you are losing money by analyzing your people, process and profits.

by Jessica Harling

| NOVEMBER + DECEMBER 2021 | wf-vision.com

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contents : VOLUME 43, ISSUE 6

in this issue INDUSTRY 32

Lessons in Leadership: LuAnn Nigara, Window Works

by Jennifer Rogers

Cast a Wider Net: Incorporating Closets into Your Window Design Business  Product diversification requires the commitment of time, resources and money, yet you might find the challenges and risk worth it to grow your business.

by Jeff Falcon

Design Triumphs & Tribulations: Finding and Fabricating Sheer Roman Shades There are many good reasons to consider a sheer roman shade—and with the right fabric and sewing technique, it can be done.

by Sophia McDonald Bennett

Photo: Kirsch

A leader’s responsibility is to run a profitable, well-run business, and you have to get up and decide to do it again every day.

I N S P I R AT I O N 48

How to Make the Sale Every Time People will usually buy only from people they like and trust. So, how do you do that?

Getting to Know 2021’s Designer and Workroom of the Year

by Jay Steinfeld

Meet designer of the year Brandi and Samantha Day and workroom of the year Leslie Excell.

Decorative drapery hardware is the jewelry of the room and lends sophistication and function to any window.

Using window fashions in commercial projects helps to soften the space visually.

The WOW Factor: Decorative Drapery Hardware

Wineries: A Lucrative Clientele for the Window Design Industry

by Sophia McDonald Bennett

by Jennifer Rogers

Cordless Window Covering Systems: Non-Motorized Options Abound!

A deep dive into manual cordless window treatments.

Photo: Aubrie Pick

by Jennifer Rogers

| NOVEMBER + DECEMBER 2021 | wf-vision.com

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contents : VOLUME 43, ISSUE 6

in this issue FIXTURES

Grace Note

A word from our publisher.

Letter from the Editor A lot can happen in a year.

New or Noteworthy

Editor and reader picks for top products.

Photo: The Shade Store

Product Spotlight

What’s Next

Photo: Rowley

Photo: Lafayette

Photo: Morgik

We pull back the curtain on our next issue.

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Grab Early Bird Pricing!

Retailers & Dealers Workrooms & Fabricators

Manufacturers

Interior Designers & Decorators Students

Thousands of NEW products The latest in technology & home automation Over 45 seminars, workshops & special events CEU accredited courses

welcome : grace note

hat a difference a year makes! I’m so happy to be writing this message to you to wrap up 2021, a year of change and resilience but, ultimately, achievement. As an industry, we are a tour de force—surviving challenging times and thriving as we adapted to overcome obstacles we never would have imagined. I promise not to use the word “COVID” in future editorials, but I want to put it to bed this last time by reflecting on the blessings that came from a terrible tragedy. Let’s start with our industry: The mandate to work from home had consumers taking a good, hard look at their home environment. Looking out those windows, our daily connection to the outside world, we started to pay attention to the functional and aesthetic attributes those architectural elements of our homes provide. A testament to how window treatments are finally being recognized as an important design and home element is the publicity we are receiving in consumer magazines, including Veranda, as well as trade magazines like CE Pro, touting the growth of window shades. 2021 was a revelation for me both personally and professionally. As painful as it was, not being able to host IWCE for two years gave us the time and opportunity to do a deep dive on all our business systems. This included the discovery of more efficient

GRACE NOTE

Design by Olga Polyanskaya

subscription management, CRM and digital media options, which enables us to service you better and run our business more efficiently. We are thankful to have celebrated our 35th anniversary in October and to have a strong team working with us. The most amazing and important gift this crisis gave me was my daughter, Ania, becoming an official partner in the business. She recognized the challenges we faced and enthusiastically joined the team full time, bringing a fresh and modern perspective to our business policies. I’m so grateful to have her on board and, amazingly, we work very well together. I hope you are ending this year in a good place. Happy holidays and looking forward to a great 2022. Hopefully we will see each other again in person at IWCE April 5-7 in Fort Lauderdale! Warm regards,

Grace McNamara Publisher grace@wf-vision.com

| NOVEMBER + DECEMBER 2021 | wf-vision.com

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

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welcome : letter from the editor

A lot can happen in a year…

ike many of you, the past year or two had me rethinking the way I do business. It also made me take time to reflect on what is important to me: how I live, where I work, how I relate with others and how to keep a positive work-life balance. After much research and seemingly endless conversations with my husband and children throughout 2020, we determined we were on board for even broader changes: We were moving…and not just to a new house in a neighborhood nearby. Instead, in February 2021, we left our lifelong home state of Pennsylvania to live on the coast of North Carolina. It has been an enriching experience meeting new people, seeing beautiful places, observing our family’s ability to adapt to change and enjoying a more temperate climate (Pennsylvania is beautiful, but it is not known for its sunny days!).

EDITOR’S LETTER

My entire career has been in publishing and editing, with an emphasis on market research and sales. Writing had taken a back seat for a while, in my opinion, and I was eager to revive that long-held passion. The artistic side of me is an equal side of me, and that side leads to creativity and passion for my work overall. That—coupled with a keen eye for design, fashion and beauty—made it an easy decision to join the team at Window Fashion VISION magazine in September 2021. Their coverage of the industry over the past 35 years is inspiring to me!

Again, so much can happen in a year: You can make a move in your business, career or even your location. You can “decide to be excellent,” as LuAnn Nigara says in our “Lessons in Leadership” piece on page 32. You can learn to cast a wider net for increased profits, as Jeff Falcon did when he incorporated closets into his window design business (see page 34). You can improve your craft by reading articles by successful entrepreneurs like Jay Steinfeld who know how to sell and what works (see page 48), or brush up on topics you may take for granted such as our “Deep Dive into Manual Cordless Systems” on page 38. You can find out where your profits are going and improve processes to “stop the bleeding,” as Jessica Harling discusses on page 30. Take that step to get inspired—whether that be taking a certification course, finding new mentors and advisers, or hiring new staff. You’ll thank yourself! Being new to the industry, I can honestly say nothing but positive things about my interactions with manufacturers and fabricators, as well as dealers, at all levels. Every person with whom I’ve been in touch has been so gracious in educating me about products, services, trends and insights. Reader responses to surveys and questions have been prompt and thorough, which proves how invested they are in both the industry and VISION. Please continue to reach out with ideas and feedback on what you would like to see covered in future issues of the magazine. I’ll be looking forward to it and to seeing you all at the IWCE conference this coming April! Wishing you warm and happy holidays,

Jennifer Rogers Editor-in-Chief jennifer@wf-vision.com

| NOVEMBER + DECEMBER 2021 | wf-vision.com

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welcome : new or noteworthy

NEW OR

NOTEWORTHY EDITOR AND READER PICKS FOR TOP PRODUCTS

1. 2. 3. 4.

Are you aware of a product that’s premiering soon? Do you have a favorite product you’d like to tell others about? Let us know! Email New or Noteworthy submissions to editor@wf-vision.com.

| NOVEMBER + DECEMBER 2021 | wf-vision.com

1. Coulisse & Eve MotionBlinds Global window covering specialist Coulisse and smart home specialist Eve Systems announced that MotionBlinds, the smart technology for window coverings by Coulisse, will add Eve MotionBlinds motors with Apple HomeKit technology starting in early 2022. Eve MotionBlinds are the first motors on the market to support Thread, drastically simplifying installation, automation and control of motorized blinds.

ORION

ORNAMENTAL IRON, INC.

Traversing Systems

Starting with roller blinds, Eve MotionBlinds will be distributed through a network of Coulisse resellers from early 2022. Eve MotionBlinds motors for curtains, Venetian blinds and cellular shades will become available later.

Coulisse.com

2. The Shade Store The Shade Store has teamed up with menswear-inspired textile maker Holland & Sherry to debut a selection for its custom roman shade, drapery, cornice and pillow offerings. Available in five subtle—albeit classic—patterns, the collection lets the rich materials, from worsted to mélange wools, make a lasting impression in an interior. In the photo, Emerson, a checkered plaid donning a lightweight wool, is featured in Holland & Sherry for The Shade Store designer collection.

TheShadeStore.com

3. Roll-A-Shade Launches Groundbreaking Shade Calculator Roll-A-Shade announces the launch of The Shade Calculator, a simulation software that instantly generates fabric recommendations and energy savings estimations based on various metrics, including a building’s global position. The move is in line with the company’s goal of leveraging custom engineered technologies to provide the highest quality window treatment solutions to customers across the nation. The innovative software is designed to instantly provide shade fabric recommendations and estimated energy savings based on various metrics including geographic location of the building and customer needs.

RollAShade.com

4. Sunsa Homes Sunsa, creator of the first retrofit smart wand solution for manual blinds, has released the company’s flagship product, the Sunsa Wand. The Sunsa Wand allows users to control manual blinds from anywhere. It is compatible with any existing window blind model, including horizontal blinds, vertical blinds, and mini-blinds and operates automatically through a smartphone and/or integrates with smart home technologies like Amazon Alexa and Google Assistant. It installs on existing blinds in under two minutes with no special tools and without damaging the blinds. Consumers get the exact same benefits of expensive high-end blind systems without the cost and without having to replace existing blinds.

SunsaHomes.com

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

V ISION |

insight : o’d mckewan

Motorization Playbook:

Voice-Activated Motorization BY O’D MCKEWAN

So, how does a voice assistant operate a motorized shade? Technically, it does not. It only converts your voice command to a digital signal. That digital signal must then be sent to some other device that can communicate with the motors. In our industry, that device is called a hub, bridge or gateway. Each motor manufacturer has their own hub that will take the digital signal and convert it to an

RF signal that it sends to the motor, just like a remote control does. That signal will tell the motor what action to produce (e.g., move up, down or stop). The key to understanding this is that the hubs are really doing all the work. Each motor manufacturer designs their hub to be able to do all kinds of different commands for their motors. The hubs are programmed via an app that you download to your mobile device. Each manufacturer has their own app to download for their specific hub. Again, most people are familiar with using apps to operate things from their mobile devices. All of the commands run through the app to the hub and then the hub sends the signals to the motors. Voice assistants just add another layer of communication. Therefore, once you incorporate a voice assistant, you will give a voice command instead of opening an app and pressing a button on your mobile device. Now, you should be able to understand that there are five things required for voice activation to work. The first is a voice assistant either on your phone or in a device located in the home or building. The second is a manufacturer’s

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Photo: Alta

ost people are now familiar with the concept of voice assistants like Google, Siri and Alexa even if they do not use them, but very few are knowledgeable about how they actually work. Broken down into the simplest terms, once you activate the voice assistant by calling its name, it uses a microphone to record your voice command. Then, it sends that recording to its server in the cloud, where that server uses voice-recognition software to determine what the command is and what to do with it. After this step, it sends the command to the proper device or app for further action. All this is done via an internet connection. Your voice assistant, either on your phone or in a device, must be connected to the internet to work.

Photo: Somfy

In our final series in the Motorization Playbook, we are going to delve deeper into voice-control options for motorized window coverings. In our last article, “The Language of Motorization,” we learned about the different types of communication forms we use to operate motorized window coverings. We also learned that radio frequency (RF) is the most popular form of communication for motors nowadays. In this article, we are going to learn the basics of how to use voice commands to operate motorized shades.

hub (bridge or gateway). The third is the manufacturer’s app to be downloaded to a mobile device for programming and controlling the hub. The fourth is a compatible motor that works with the hub. And, lastly, an internet connection allows all the devices to communicate with each other. Once you have all five items, you can complete the system by following the directions in the app to allow the hub access to the internet. Link the motors to the hub and then the voice assistant to the hub. Then, you should be able to operate the motors via the app or via voice control.

Photo: URC / Rollease Acmeda

When it comes to voice control, it is extremely important that you manage your client’s expectations. This is still a new technology and it is not a perfect system.

Now, let us take a look at the system in action. You speak to Alexa and ask her to raise your kitchen shade. Alexa’s microphone records your voice and sends the message to its online server (similar to a voice to text message). Alexa’s online server deciphers the message using what they call Skills (the Google Assistant calls them Actions) and determines that it is a message for the hub. It then sends a message via the internet to the hub (think of it as an encrypted email from the server to the hub). The hub takes the message and converts it to an RF signal and sends the signal to the corresponding motorized shade (just like a remote control would). When working properly, all of this is done in a second or two. This is less time than it would take to get your phone, open the app, select the motor you want to operate and then press the button to operate that motor. So, what are the pitfalls of using voice control? The big one is the use of the internet and Wi-Fi signal strength. If there is a poor internet connection or the Wi-Fi signal is weak, the system will be vulnerable to communication errors. Since the hubs must communicate directly with the motors and with the internet, sometimes it can be difficult

to find a good location to place the hub so it can communicate with both. Some hubs must be plugged into the internet router via an Ethernet cable, and some should be connected to a Wi-Fi signal. Either way, there are limitations to how far the signals will reach. For this reason, manufacturers suggest either using a signal repeater or additional hubs to make sure there is a strong signal throughout the system. Much like you would use a separate remote in each room, you might have to have multiple hubs or repeaters to reach all the motors. The larger the system, the more devices are required. Another common issue to be aware of is the use of nomenclatures. When you are programming the manufacturers’ app and naming the motorized coverings, it is important to use names that will work well with voice control. “Mstr bd” is not the same as master bedroom. Make sure you use descriptive terms that your clients will remember. When using voicecontrol commands, voice-recognition software is very specific. If some of the names of the shades sound similar, the system may get confused or it may ask for clarification, both of which can become annoying. Ask your client what they would call that window and use that term when labeling it in the app. Also, do not make the name of the shade too long (e.g., master bedroom left of TV shade). If you have multiple shades in a room, you can list them by position or number (e.g., dining room left, right door, living room middle, or master 1, master 2, master 3). The important thing is to make sure your client is able to clearly state the name and can remember it.

Lastly, when it comes to voice control, it is extremely important that you manage your client’s expectations. This is still a new technology and it is not a perfect system. It is getting better and easier to use all the time, but it might not be the best option for certain clients. Make sure you explain that it is not a flawless system, but that the more they use it, the more comfortable they will become with it. Now that you understand the basics of how voice control works, I suggest you start becoming more familiar with these systems by setting them up in your home or showroom. The more you use these systems, the more comfortable and knowledgeable you will be, and the more systems you will sell. Just remember: If your clients are asking for voiceactivated window coverings, they are probably already using voice activation and are comfortable with it, so you should be too. V

O’D McKewan, the product coach for Window Covering World, is a master of motorization and a leader in the motorized window covering field. He has over a decade of hands-on experience with motorized window coverings, including fabrication, installation and selling. Interested in learning more about motorization? Sign up for the Window Fashion Certified Professional FastTrack course on motorization at wf-vision.com. WindowCoveringWorld.com

V ISION |

insight : amber de la garza

Friend or Foe? The Impact of Multitasking on Your Productivity

BY AMBER DE LA GARZA, THE PRODUCTIVITY SPECIALIST

ong before I started my own business, potential employers found the skill of multitasking proudly listed on my resume. I thought I was great at it. I thought my ability to multitask made me more productive. I thought companies would want to know that I could split my attention in multiple ways. I thought multitasking was my friend, a companion I could lean on to help me get more done in less time. I thought wrong. As work environments become increasingly more demanding, one may think that if you want to be efficient and productive in your work, you should attempt to excel at multitasking. The problem? Multitasking is one big lie!

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Things can truly go awry when we attempt to multitask, and I’m sure most of us have a story we could share. Perhaps you were measuring a client’s window, paused to check texts or calls and then ended up scribbling down the wrong dimensions. Custom materials are ordered and you end up eating the cost because you were multitasking. I encourage you to not let it happen again. Time is our most important asset, and attempting to multitask results in wasting it. Great at your job you may be, but you are simply not capable of doing two attentionrequiring activities at once and doing them both well.

In fact, what you may consider multitasking is really switch-tasking or alternating back and forth between tasks rapidly, neither of which are receiving your full attention. Each time you alternate between tasks, you are losing time and focus, which results in increased errors, poor communication and overwhelm. Being efficient requires you to focus on one activity at a time so all your effort and brainpower can be focused on accomplishing that activity well. Multitasking is your foe!  There are two different kinds of temptations to “multitask” that prevent you from working efficiently: internal and external.  Be wise and refrain from both.

Internal Multitasking  Internal multitasking occurs when you purposefully give in to self-created distractions. Common examples include stopping to check Instagram in the middle of a project or writing an email and, before hitting send, working on another email that popped into your mind. Other examples of internal multitasking include having multiple tabs open on your computer or working on one project but brainstorming ideas for a different project in your head. These examples are actions triggered by you internally. You are choosing to switch from one task to another.

External Multitasking  External multitasking occurs when someone else interrupts to demand your attention for a different activity than the one you are focused on. Perhaps you are working diligently on a task, project or email and your phone rings. You pick it up and, while speaking to your client, you continue typing your email. You are halffocused on your email and half-focused on what your client is saying. While passively listening to what she’s telling you, you are likely making errors in the email you are writing and you’re certainly are not able to focus on what is being said to you.  Internal and external multitasking are not examples of multitasking at all. They are simply examples of alternating focus from one task to another and not performing either one well. Multitasking is a true misnomer! You cannot accomplish multiple tasks at once that require even

When you feel overwhelmed and get the itch to multitask, do this instead: 1. Take a deep breath in and exhale slowly. You’ve got this! 2. Remind yourself you’d merely be switch-tasking, which is unproductive. 3. Take a break if needed to relax and refuel so you can refocus. 4. Return to the task you were working on and invest all your time, focus and energy into completing that one task. 5. Once that task is completed, move on to the next task. 6. Repeat.

a smidgen of your attention. Notably, it takes an average of 23 minutes for someone to return to an original task after an interruption, according to research from Lifehacker. When you have to switch gears back to a previous task after losing focus on it, it takes valuable time to return to the level of concentration you were at previously, thus decreasing your productivity. Don’t buy into “The Myth of Multitasking: How ‘Doing It All’ Gets Nothing Done”, as Dave Crenshaw calls it in his book.

This simple, yet powerful, book shows clearly why multitasking is, in fact, a lie that wastes time and costs money. Far from being efficient, multitasking could even damage productivity and relationships at work and at home. Mindlessly tap your toe or chew gum all you want while designing a floor plan or choosing window treatments, but if multiple tasks ever require your focus—even just a little bit of it—do yourself this favor: Complete one task, then move on to the next. V

Amber De La Garza, aka The Productivity Specialist, is a sought-after coach, trainer, speaker, writer, host of the “Productivity Straight Talk” podcast and creator of the S.T.O.P. Leverage Formula. She helps small business owners improve their time management and elevate their productivity to maximize profits, reduce stress and make time for what matters most. The ProductivitySpecialist.com Facebook: TheProductivitySpecialist Instagram: Amber_DeLaGarza

V ISION |

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insight : luann nigara

5 Steps to Master the Art of the HighTicket Sale

BY LUANN NIGARA

ou might have started your business for a variety of reasons—to be your own boss, your passion for your product or service, or to satisfy that entrepreneurial spirit. Whatever your motivation, all of us have one reason in common: to make a living and to make a good one at that. To achieve this, we all need to know how to master the high-ticket sale, attract the high-end client and increase our profitability.

Some people view sales as a science, some as an art. In truth, it is both. To be the best salesperson you can be, you must learn the basic skills. Yet, to elevate to that next level, you will need to get creative. The secret to the high-ticket sale is not unattainable. You simply perfect the average sale and add more value to the process you are already delivering. Read that again: Perfect the average sale and add more value to the process you are already delivering. Think on that. You can do it!

way that attracts the high-end client? Of course, you can slap together a website in half an hour, using pictures you snapped on your cellphone. You can post pictures of your lunch on social media or advertise 50% off sales, but if you do, ask yourself, are you going to be able to attract a high-end client with that effort?

The Importance of Building Trust

Instead, invest in something that creates a perceived higher value, that lets the high-end client know you are on their level. And the truth is, you probably are at their level. Expertise and skill-wise, you are a pro. The question is, when they learn about you and look into your company, will they get that message?

If there is something I know for sure about sales, it is that everything comes down to relationships. That means building trust, which starts before the client even meets you.

Whether we like it or not, the way our company looks implies our skill level. You cannot afford to lose clients before you even meet them.

People will make assumptions about your value, your expertise and your ability based on what they see. Here is another secret about high-end sales: The highend client wants to do business with people they perceive to be at or above their level. That means that you have to think about everything you put out into the world. Are you presenting your business in a

Creating the Value Perception Your website is often the first touchpoint between you and the client. If your website fails to impress, the luxury client will simply move on. They are not going to try to convince themselves to work with you. If they do not see the potential value from the get-go, they will not stick around. Make sure your website has a branded appearance that aligns with who you are and who you want to attract.

Your social media channels should also align with your brand. Everything should be cohesive in color, style, messaging and voice. Finally, think of any other visual aspects of your business—your showroom, your headshots, your advertisements. To truly create the perception of value, you need to make sure that everything a client sees is designed with professionalism (and I mean everything).

Luxury Experience from the First Contact The high-end client expects high-end customer service, and that begins long before a contract is issued.  Think about your process for responding to inquiries. Can the client expect to speak with someone live on the phone? If not, are you returning messages promptly? Do you have a set system for moving the client into the initial appointment? The little touches in this process make all the difference. An easy-to-navigate online form, an automated appointment confirmation, a pre-appointment phone call from a live human being—all of these steps in the process should be established with the luxury client in mind. That is what the luxury client truly

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insight : luann nigara expects: an elevated experience, one that proves your value. So, the next question becomes, once you have that initial trust in place, how do you move the needle? How do you go from the clients you have to the clients you want? That part comes in five steps.

Step 1: Raise your rates, your fees and your margins. Sometimes, we feel like raising our rates is putting the cart before the horse. It is tempting to try to land bigger, luxury clients and slowly work our way up to higher rates. But the problem with that approach is that you will have trouble landing a highend client at a low-end rate. Your rates create assumptions about your skill level, experience and value. Low rates and talk of amazing discounts say something about you to the world. To the bargain shopper, it says, “They might be the place to call, I can save some money.” To the luxury client, it says, “They are probably a no-frills kind of company.” The high-end customer requires a high level of service. The good news is they are more than willing to pay for it. Your goal should be to price your services so that when you do go above and beyond the call of duty (which you will), you are happy to do it. Raising your rates benefits you and your clients. A big mistake I see with newer business owners is that they want to save money for their clients. It is critical to understand the motivations of the high-end client. It is not to spend less money. Their top motivations are more value, in the form of personal service, and the best quality products and solutions to their problems. Do not try to save their money for them. Instead, present the best product and solution for their situation, the highest value you can offer, regardless of price.

Step 2: Establish a finite system to create an excellent customer experience. I have written before about the importance of systems. They save you money, they make your business run smoother, they lead to efficiency—but they also help you create the perception of value to your clients.

When you go into a consultation with a clear process laid out, one that you can communicate to your clients, they will feel more secure in working with you. Joann Kandrac and Kelly Kole of Kandrac & Kole have worked to establish a flawless process in their interior design firm, one that truly makes their clients feel cared for, respected and valued from first contact all the way through to install. One of the little touches they have added is a client binder—a full binder with visuals that walks potential clients through a past project step by step. They bring this client binder to the initial consultation so that their clients can truly visualize what to expect moving forward. Vita Vygovska of Vitalia, Inc., also understands the value of process. You have heard her on the WTF (Window Treatment Friday episodes on “A WellDesigned Business®” podcast) talk about her attention to detail in all things, but particularly in relation to her client journey. Communication, collaboration and customer service are hallmarks of her business, which create loyalty within the high-end designer community she serves Communicating your process alleviates concerns, manages expectations and proves your value.

Step 3: Elevate the experience. Elevating the experience for your client means paying attention to details in all aspects. That includes the big things, like the language you use, the way you present quotes, your contract, your renderings and your process for installation. In addition, this process also includes the little things—from the car you drive to the way you dress. Do not roll up to your client’s home driving a dirty, unkempt car or van. Your car should be neat, nice and well-maintained, as should your appearance. In the corporate world, they say to dress for the job you want. When you run your business, you dress for the client you want. And that does not just apply to you—it also applies to your staff, the installers on your staff and the ones you subcontract with. This does not mean designer clothing; this simply means to look in the

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mirror and look at your staff: What are we saying through our appearance about our company? Are we conveying reliability, likeability, attention to detail? Every person who is involved with a project represents you and your business. Every one of them plays into the perception that clients have of you and the value you offer. The most important part of elevating the experience, however, is communication. Clients must be able to trust you to openly and honestly communicate with them. Present realistic expectations, deal with problems head-on, take ownership of anything that happens along the way and operate with integrity. If there is a problem at the install, make an immediate phone call or an email apologizing, accepting responsibility, outlining the steps you are taking to correct it, and posing the time frame you expect to rectify things. Your client should never be left in the dark. Do not forget to include personal touches, such as a handwritten thankyou note and gift at the end of the project. You have worked hard to earn this client, then even harder servicing them. Now is the time to protect this new relationship by honoring it and nurturing it. Be memorable.

Step 4: Deliver on all promises— not just the easy ones. Think about the difference between shopping at Target and Nordstrom. With Target, you go in and figure everything out on your own. Your touch of customer service happens if you have a specific question, or even just at checkout. On the other hand, at Nordstrom, someone immediately greets you, offers personal assistance and, basically, makes you feel like you are the most important person in the room. There is nothing inherently wrong with either of those experiences. But do you want the Target client or the Nordstrom client? The level of service you offer will dictate which client you attract. That level of service comes in really strong when it comes to promises, especially the ones that are hard to fulfill. The luxury client will expect you to make

things right, no matter what it costs you in time or money. And you should, and you will, if you want to keep them as a lifelong client. Sometimes, you are going to disagree with the client about the solution. When that happens, ask yourself if there was anything you could have done to avoid the problem. Is there any one question you could have asked, any one statement you could have made for clarity, any additional drawing you could have provided, any different way you could have worded the quote? If there is even the slightest yes, you must correct it to their satisfaction. One line you can hear me saying all the time in my business is: “Do we want to be right or do we want to get what we want?” If you want the project to be successful, sometimes you have to bend a little.

Step 5: Make it memorable. This step is where the art comes in. It is sometimes the hardest step to accomplish, and possibly the one that matters the most. You do not just want your client to walk away thinking the experience was pretty good. If you want to attract luxury clients, you need your clients to be raving about you. You need to make sure the experience was so memorable that they would never consider going with anyone else again.

The Bottom Line When elevating to serving the luxury client and mastering that high-end sale, you have to be better. You have to deliver more. You have to offer value that is above and beyond what you offered when you started. Service and quality are expected and nonnegotiable. There is no way around that. It is not for everyone, and it is important to understand that. If you cannot or do not want to deliver that level of service, the luxury client might not be for you, and that is OK. We all have our lane, and all are valuable and necessary in the marketplace. Just be clear on who you are, who you want to attract and how you will serve them. The disconnect is when you say you want to work in the luxury space but do not make the adjustments to deliver a luxury experience.  Selling high-end window treatments and interior design services is a combination of your mindset as a business owner, your willingness as a company to deliver no-questions-asked unconditional customer service and your ability to convey this to the potential consumer.  When you master that, then you will have mastered the art of high-end selling. V

What personal touch can you bring to the table to elevate the experience? What can you do that changes the experience from pretty good to unforgettable? I recently had interior designer Andrea Hysmith on my show. She shared that she schedules a three-month follow-up with her clients, showing up with wine or lunch to see how they are adjusting to the new space. She even encourages them to hold a big first event in their new home for family and friends, where she often attends and networks. That level of service is what makes her memorable. That transforms her client experience into a luxury one. Whatever you can offer, whatever plays into your strengths, find a way to make it memorable for your clients.

LuAnn Nigara is an award-winning window treatment specialist; co-owner of Window Works in Livingston, NJ; and a board member of WCAA. Her highly successful podcast, “A Well Designed Buisiness®,” debuted in February 2016. She has since recorded more than 700 episodes. WindowWorks-NJ.com/podcasts Facebook: WindowWorksNJ Twitter: WindowWorks_NJ Instagram: WindowWorks

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insight : will hanke

Getting Your SEO Ready for 2022

T BY WILL HANKE

here’s a saying in the Midwest where I live: “Make hay while the sun is shining.” For many window treatment business owners, this year has been a spectacular season of “making hay.” Leads have been plentiful and many have experienced record harvests. And as often happens this time of year, we look toward next year— planting the seeds now that will result in an even better 2022. One of the best things we can do in this downtime is to get serious about our search engine optimization (SEO). Pages and product information that you update now will put you in position for more leads next year. Remember, changes you make to a website won’t register with Google for up to six weeks, so you’ve got to plan ahead and “send them the right signals” about your site before the selling season starts up again.

Review Your On-Page SEO The simplest way to start with your SEO is to get your page titles and descriptions in order, dispersing city and municipality names throughout. Make sure you use all 70 (or so) characters for each page and write a two-sentence description that explains what each page on your site is about. As a bonus, make sure each page has a custom heading tag, commonly called an H1 tag. While it’s a small change, Google tends to give more weight to heading tags and titles than most other items on your page. To figure out your current tags, download a free tool called Screaming Frog. Plug in your website and run the report. This will give you the head start you need to optimize those titles, descriptions and headings.

Get People Talking About (and Linking to) You In the world of SEO, links are very important. Every link from another website to your website is like a vote for your business— and the more votes you have, the higher Google will rank your business listing. Getting links is neither fun nor glamorous, but the benefits can be tremendous. One easy way to get more links to your website is to start creating content that people want to link to. For instance, an article on the top 10 window treatment projects your company did in 2021 would be a great promotional piece

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that would get some engagement on social media as well. Secondly, consider guest blogging. In this tactic, you reach out to other industry influencers and ask if you can post a wellwritten piece of content on their website. They get free content, and you get a link in the article footer back to your site, which is a win-win.

Optimize Your GMB Listing For our clients, we’re seeing cases where 60% or more of their leads are coming from customers engaged with their Google My Business (GMB) listing. A vast majority of these leads came from customers that never visited our client’s website. While your website is very important, your GMB listing might be even more important nowadays. To get started, make sure you’ve claimed your listing (Google. com/business) and then fill out as much information as you can. If you want to get a leg up on the competition, geo-tag your pictures before you upload them to your GMB profile using a tool like GeoImgr.

Diversify Your Content

Even though I’m an old-school SEO guy, I’ll admit it’s very important that you don’t keep all your eggs in the Google basket. Creating content that is fun for you to develop and reflects your brand will help you get you more views over time. As the second-largest search engine, YouTube cannot be ignored. The addition of video to our business arsenal has really helped us increase the number of people who see our brand. The same is true for any window covering company. Giving tours

of your workroom, creating how-to videos and even posting video testimonials can really improve your overall reach. Another growing platform for content is podcasting. Our podcast, Marketing Panes, has reached more than 10,000 people that we may not have reached with more traditional means. Podcasts are easy to make and are a great way to add some personality to your business. Most importantly, you need to be where the customers are, whether that is YouTube, podcasts or your website. Having content across multiple platforms will only help your business grow.

Be the Go-To in Your Local Area There are a lot of things you can do to create digital dominance in your local market. One way to make an impact on the local market would be to advertise on social media, being very specific about the demographics you are targeting. Include details such as the age and interests of the audience you want to focus on more relevant customers and to increase your reach. Additionally, you could consider targeting your local community, nearby city or region. Always include a call to action in your advertisements and be specific about what you are trying to say. Be sure to monitor your results/ metrics and keep experimenting to find what works for you. Implementing these tactics late in the year will set you up for a fantastic start to the year and will have long-term effects on your company’s success overall. V Will Hanke has two passions: supporting our U.S. veterans and helping window treatment and awning businesses tell their story online—providing them with increased exposure, more customers and higher revenues. For more than 24 years, he has helped mom-and-pops, startups and multimillion-dollar companies with their digital marketing strategies. Will hosts monthly online training events and has spoken at conferences across the U.S. on a wide variety of topics from analytics to lead generation through his company, Window Treatment Marketing Pros. Along with his daughter, Amber, Will teaches and helps these business owners learn more about SEO and make better decisions with their marketing dollars. He also has a free private Facebook group called Window Treatment Marketing Secrets. He is an avid business and marketing blogger and has published several industry books, including Triple Your Window Treatment and Awning Leads. WTMarketingPros.com Facebook: Window Treatment Marketing Pros LinkedIn: Window Treatment Marketing Pros YouTube: WT Marketing Pros

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insight : jessica harling

OMG! I have to

STOP THE BLEEDING! BY JESSICA HARLING AT BEHIND THE DESIGN

ave you ever had that unsettling feeling that you are losing money? Or maybe it is not a feeling at all and you look at your bank account versus your profit and loss statement at the end of the year thinking, “Where did all of my profits go?” Unfortunately, that is a common symptom of a broken process. To stop the bleeding, we need to first figure out if you are bleeding and where it is coming from. At Behind the Design, we believe in simplifying to know where to look. In that regard, a healthy operation can be broken down into three categories: process, people and profit. Can you or the operations handle a spike in business? The first way to determine if you are managing the sales that are coming in is to ask yourself “Have I made compromises to my process” on: TIME: Have you been forced to extend your turnaround time trying to keep up with all orders? RESOURCES: Are you limited with not enough (or too many) people or products that have backorders/delivery restrictions? BUDGET: Have you had to increase your budget in one area to keep up, and is it sustainable long-term if the business drops in sales?

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If you find yourself drowning in one of these areas, pick yourself up again by having a plan. A plan will put any derailing process back into place. You also want to consider the resources you do have and utilize them all to help you solve the problem. Sometimes, two heads are better than one. If you utilize everyone’s superpowers around you, the feeling of everything being on your shoulders will lessen, and team members will feel an increased level of ownership in their work. For a process to run smoothly, you need to be able to pass the baton to the next person so they can run with it toward the finish line. Occasionally, a process can be derailed by the people. Are your team members putting in 100%? Do you constantly have to follow up with them to keep track of where they are at with their deadlines? Are they thinking two steps ahead? If you find you are constantly chasing their work, they may not be the right team members to manage the process. Nevertheless, before you start blaming them for their lack of productivity, look in the mirror. Have you given them the permission and resources to take the lead and make mistakes? If you have not allowed them the luxury of mistakes (even top players making over six figures), they will never learn and progress, causing you to be stuck in a neverending frustration cycle. One of the important questions to ask yourself in analyzing if you have holes in your process is does your profit reflect your hard work? If you are finding gaping discrepancies from bank reports or are working around the clock more than five days a week without that desired work-life balance, you have a problem with your process. If you feel like you are chasing money and have loans to support your business, you have a problem with your process. Your profitability is a direct indicator of how successful and smooth your operations are.

Now that you know whether you need help, what is next? Be disciplined. Inconsistency is another way to kill a process. Most struggling business owners that have their processes documented may find they are lacking the discipline to carry out the procedure. Just because you have a process does not mean you follow it. Look at how things are organized to allow yourself to follow that process. If it is a mess around you, motivation decreases, or it will feel too difficult to follow a system. If it is difficult, it is probably not working. A process can work like a machine that takes the heavy lifting off your shoulders. For that system to operate like a gear, you should limit the use of the word “depends” when you are crafting the steps because it complicates decision-making. Use discipline to craft a system that follows an “always” model, not “depends.”

Reduce duplication. A process should also always be moving in a forward or lateral direction, never backward; therefore, think about your steps. Do any of them require you to touch the file more than once? Does the sequence keep moving the file forward or are there duplicate steps in the process? The best manufacturers use the “Lean Method,” which aims to reduce time between steps and reduces waste. We can use this method in our retail business as well. Duplication is often a waste, so keep an eye out. What is waste in your organization? You also can measure and reduce waste by implementing a CRM software system. Software to track your customer contacts, schedule of appointments and stages of the process is invaluable.

Be decisive. A process only works when decisions are made along the way. Think about that process as a gear that must be turned to make the next gear move. A decision is the difference between those gears moving. Every decision has a consequence, so take the time to think through the next steps and pay your future self a favor. One small decision can create a domino effect, so analyze your process. For example, if a designer does not decide on a product specification and misses something, if the installer does not turn in paperwork on time after measure or install, or if a product does not get ordered within the first week of a customer giving a deposit, etc., all could lead to a customer not being happy. On the other hand, if we are making good decisions along the way and communicating those to the client in an alert manner, we will create a raving fan and a consistent experience from one client to the next. Process can make a huge impact on your business, and you will not feel like a hamster on a wheel bringing in the leads and sales with nowhere for those projects to go. The steps of the system should be planned so new sales can process smoothly. You cannot “wing it” when building a sustainable process. By using resources available and making decisions along the way, you will be set up for success and be more profitable and happy leading your business. V Jessica Harling is a fourth-generation window treatment specialist, founder of Behind the Design, and leading expert in employee and process development for design organizations. Her specialty in recruiting, training and change management drives innovative and high-producing results while keeping your team inspired. GoBehindTheDesign.com Twitter: @designbehind Facebook: BehindtheDesign

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industry : lessons in leadership

Lessons in Leadership:

LuAnn Nigara, Window Works

BY JENNIFER ROGERS

eet LuAnn Nigara, an award-winning window treatment specialist; co-owner of Window Works in Livingston, NJ; a speaker; and a board member of the WCAA. Her highly successful podcast, “A Well Designed Business®,” debuted in February 2016. One lesson we learned is that being a talented interior designer or entrepreneur isn’t enough to ensure that you will have a profitable and successful business— having processes and systems to ensure things don’t fall through the cracks are the foundation.

You began your career over 30 years ago as co-owner of Window Works, an award-winning treatment and awning retailer in Livingston, NJ. What did you do prior to that? How did you choose to become a retailer of window coverings? Was this your passion from an early age or how did this develop? My parents were entrepreneurs, and at 8 years old I was helping the family business. They owned concession stands at a local resort. I wasn’t on the official rotation until I was 14, but I learned at an early age that work ethic is important. If I didn’t show up to work when I was assigned, I knew the other employees would struggle to make up for my absence. That was a pivotal experience for me. So, I showed up when I was supposed to. Work is fun—I like to work! After successfully selling health club memberships for a few years, I was 21 years old and went to New York City. With literally no secretarial skills or experience, I walked and talked my way into a job as a telephone receptionist at a huge law firm with more than 350 lawyers. With 16 different phone lines and eight callback lines coming in, it was a lot of pressure and a major challenge, but once I mastered it after two months, I was insanely bored by the third month.

started Window Works, a franchise, and I just opened one here in NJ. You can work for me if you want.” I asked him what I would be doing, and he said, “Selling window treatments.” I clarified, “I will be selling, not answering the phone or other things, right?” He told me he only needed salespeople, so I said, “Sign me up.” We were going to do it until I found something else. Forty years later, here we are. I took the same approach at Window Works that I took with everything, whether I was working at the health clubs or working for my parents. With any business, the No. 1 priority is sales—you must get sales to the front door. We know a great installer is critical to our window treatment businesses. Same as the person who answers the phone; they are critical in making a good impression and converting people from phone calls to consultations. But if you don’t sell, nothing happens. I’ve known that everywhere I’ve been, whether I was 18 or 58 years old.

I was complaining to Vin (my husband and business partner), who I was dating at the time, and he said, “My best friend, Fred Florio, along with three partners

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I’ll never forget Vin showing me around the business, which was in the basement of his house. I asked, “What’s this pile of papers here?” He said, “Oh, that’s all the quotes we haven’t closed.” With six of his friends side-hustling window treatments for him, the pile was about five inches thick. Everybody considered them dead projects. I started calling the people in that pile. I ended up making dozens of sales and creating lifelong customers from that pile. Just this year, we did yet another project from a woman I first sold from that pile. One thing, of the many things I love and appreciate about my husband Vin, is that even when I thought it was impossible to reach higher goals, he believed in me. He has an incredibly astute business mind, and if his numbers forecasted more was possible, he believed I could do it. He would teach me, inspire me and point me in a direction, and with his support and encouragement, I would get it done. What does the future of the interior design industry look like? What do you feel are the most challenging issues for interior designers today and how can they be addressed? It is very important for any business owner, interior designers especially, to know their value, to know why somebody would hire them, what they do for them, why they do it for them and how they do it for them. They know what they do so

Leaders fail when they fail to ask for help. Don’t fool yourself into thinking you have or that you should have all the answers. Know what you know and get help when you don’t. well that they often forget that the rest of us don’t know how to do it. Designers often forget that scale, proportion, color, blending textures, selecting textiles and lighting, and creating a well-designed, cohesive, beautiful environment is the largest part of their value. Why? Because, for most, it comes naturally, it seems easy. It is not easy and most of the rest of us cannot do it well. As the world moves more to e-commerce, it is incumbent upon interior designers to express their value in terms of the intangible deliverables rather than in terms of sourcing products. Products are bought on the internet. Expertise, advice and solutions are provided by design professionals. I implore designers not to get in a race to the bottom by trying to price-match for commodity products. Instead, they need to stay above that and talk about the deliverables that they bring to the process that cannot be replaced by any keyboard. What is a “well-designed business”? First, a well-designed business, in my opinion, is a business where the leader or leadership has clearly set core values for themselves and has expressed them to their team, whether that’s one other person or 25 other persons. You must know why you are doing what you’re doing, who you are doing it for and the way that you will do it—your nonnegotiables. Are you a company who values above other things, craftsmanship, accountability, integrity, sustainability? The leadership decides and fashions his or her company to execute with these values in mind. Second, you must be the one to establish the processes and systems to run the business. When you’re a small company, you need the systems and processes so that you know everything is getting done without falling through the cracks. You can avoid waking up at 3 a.m. and wondering, “Did I tell the installer at what height to place the drapery rods? Were the invoices sent to the client? Did I order the fabric for the sofa?” When everything is in your head, that’s not sustainable.

And when you are a larger company, it is as important to have processes and systems so that things get done the way you want them done. At Window Works, we call it the “Window Works Way.” We’ve spent 40 years building this business and we’ve decided the way we do things. Having documented, duplicable systems allow your team to do things in your absence. My belief is: If everything is in your head, you are the only one who knows how things are done. That is not a business—that is a “you.” The third key to being a well-designed business is to decide to be excellent. Don’t hide behind “I should” something or “I’ll try” to something. It starts with deciding, and you have to decide to be excellent. It isn’t easy. Every day, you have to get up and decide to do it again.

What is the best piece of advice you could give a new retailer or designer in the window covering world? When you do something that works, document the process and build it into your system. It is critical for you to be able to replicate what works, so that you can earn three things that will grow and sustain a business for many years: a great reputation; repeat, loyal customers; and referrals from happy customers. What is a dream you have that you’ve yet to achieve? I would love the honor and opportunity to do an interview TV show with

entrepreneurs uncovering the strategies and principles for success in business, just like we do in the “A Well-Designed Business®” podcasts. What’s one thing about you that surprises people? Often people will say when they meet me in person, “You’re so tiny.” I’m not actually tiny, I’m 5-foot-5, but they say because of my personality, somehow they expected me to be bigger. What are you currently reading? I listen to a lot of business books—and some over and over. Some books include “Exactly What to Say,” “The E-Myth Revisited,” “Never Split the Difference” and “Stories That Stick”. What’s one thing you’re excited about that’s coming up in 2022? I am excited about many things including two new podcasts under my umbrella. The first launched in August, “Sass Says: The Therapy Sessions We Didn’t Know We Needed.” My daughter is the host, and she is doing a great job of sharing her experience of being a new wife, mother and business owner with postpartum depression. Her mission is to help normalize conversations about mental illness so that everyone feels comfortable to ask for and get the help they need. The second is called “Build a Better Window Treatment Business” that will be coming out in the first quarter of 2022. We will be taking the model of “A Well-Designed Business®” podcast and turn the focus to window treatment businesses. I’m very excited about this prospect. When you’re not working, how do you like to spend your time? I enjoy spending time with my husband at our beach house and with our family and three grandchildren. If we are not doing that and I have downtime on the weekend, I like to spend time on creative work: vision-building, setting goals, brainstorming—getting the juice for the next thing. Because it isn’t deadlinedriven, it never feels like work! V

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industry :

broadening your base

Cast a Wider Net: Incorporating Closets into Your Window Design Business

W BY JEFF FALCON

hile on vacation in Maui, I came across a man fishing off a rocky point using a traditional throwing net. We struck up a conversation, and I asked him why we don’t often see this technique used. He shared with me the struggle against dwindling fish populations in island waters and told me very simply that fewer fish meant fewer fishermen. I noticed that he had quite a catch stashed in his bucket, so I asked him his secret in being luckier than his competition. He replied “Brah, I got a bigger net.”

“We launched our custom closet business in 2007 to synergistically appeal to the same demographic of high-end homeowners who appreciate luxury additions to their lifestyle.”

The current pandemic has created a challenge for our industry, but it is not the first storm we have weathered in the last decade. The window fashion industry faced an enormous crisis during the Great Recession of 2008-2011, and our entire industry flailed. Much like that time, the 2021 market faced and continues to face huge challenges, so it’s no wonder that many companies are once again choosing to batten down hatches to wait out the headwinds. As many experts have predicted, the business environment we now face may very well become the new “normal,” at least for the foreseeable future.

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Instead of shrinking operations, laying off talent and tightening belts, Bay Home & Window chose another path during the last recession. We began looking for opportunities to broaden our base to become less vulnerable during the storm we faced then and the one we face now. Like the fisherman, as leads became scarcer, we began searching for ways to broaden our appeal to both new and previous customers. We believed that a new offering could invite customers who, at the time, chose to postpone buying window coverings but might possibly consider another opportunity, and, even more importantly, invite those who DID buy window coverings to do the same.

Our first decision was choosing an analog product that dovetailed into our operations but did not siphon away from current sales opportunities. We looked at several options, including flooring and tinting, before ultimately deciding on custom closet systems. We launched our custom closet business in 2007 to synergistically appeal to the same demographic of high-end homeowners who appreciate luxury additions to their lifestyle. This new offering allowed us to create a different conversation with potential customers who needed more storage and organization to facilitate spending more time in, and even working inside, their homes. And we

found a new conversation with our previous customer base, homeowners who had already demonstrated a willingness to invest with us. There are many products that offer diversification, several of which we liked as much, but we determined that closets met the balance of new opportunity, common appeal and consumer demand. Nevertheless, closets presented stiff challenges in acquiring significant capital funding and institutional knowledge. Financial investment presented one of the greatest hurdles, not the least of which was risk. Cost can be steep for things like machinery, vehicles, staff, showrooms, work space and technology. Funding can come from current operations or banking relationships, and material manufacturers are also sometimes willing to contribute to startup loans and special payment terms. But, as in all business planning, one simply cannot hit a blind target, so preparation is key. This is why it is crucial to develop a solid business plan to drive KPIs, milestones and expectations. Institutional knowledge is another critical success factor. Any line of business requires a learning curve, and it is important to acquire product specific knowledge before launching. The closet industry, in particular, requires a substantial amount of product knowledge, but it enjoys many business-led associations to support acumen development, which can significantly shorten the time investment needed to launch. Installation skills can be a bit more challenging to attain, so hiring industry professionals is often the most expedient pathway to competency. After funding and product knowledge, it becomes necessary to train your sales team. The first decision here centers on whether to train current staff or create a separate selling team. There are benefits to both, but it is important to decide if the new product offering is considered new or “add-on” business. If the decision is to create a new business, a separate sales team is more advantageous but more expensive to carry. The training process can be daunting as we learn to design in a 3D plane of custom closets versus the relative 2D plane of the window covering world, but much of the creative process can easily transfer. In addition, some closet material manufacturers offer a wide range of training support, so this may become an important data point in choosing your supplier. Product diversification requires the commitment of time, resources and money, yet you might find the challenges and risk worth the trouble to create the vessel you need to grow your business, even while many around you lose ground. And, as the pandemic fog begins to lift, you may just find that your company can double its size in the coming years. V Jeff Falcon is CEO of Bay Home & Window, based in the San Francisco Bay Area since 1994. The company is a national leader in the custom window coverings and built-in home organization industries and employs more than 130 people. Bay Home & Window has been a pioneer in “live event” marketing, Net Promoter Scoring and TQM in the home design industry, and Jeff speaks nationally on these subjects. Jeff is a past chair for the International Window Covering Exchange, a CEO think tank comprised of industry leaders.

V ISION |

industry : design triumphs & tribulations

Design Triumphs

Tribulations

The Problem: Finding and Fabricating Sheer Roman Shades

BY SOPHIA MCDONALD BENNETT

his is part of our ongoing series describing how design professionals have overcome a business or design challenge. Do you have a story to share? Send an email to jennifer@wf-vision.com.

The Challenge: Beverly Brokaw, owner of B3 Design in Fairfield County, CT, is a designer focused on high-end residential clients. She is also a big fan of sheer romans. “I like to have something on the windows that offers a little bit of softness and a little bit of privacy,” she says. “Sheer romans can also obstruct an unsightly view without completely cutting off the natural light in the room.” The problem? “My workrooms are never happy to do them,” Brokaw reports. “I am curious why? Are functional sheer roman shades not operable because you’ll see the mechanisms? What are the pros and cons of using sheer roman shades?”

Room design: House of Funk. Photo: LDO Photography

| NOVEMBER + DECEMBER 2021 | wf-vision.com

The Solution: Roman shades are very popular right now, as are sheer window treatments. Is there a reason these two trends can’t be combined? Not really, according to Deborah Cronin, owner and window treatment fabricator at Leatherwood Design Company in the tri-state area of New York. In fact, there are many good reasons to consider a sheer roman shade. For a window that already has panels or a top treatment, a roman can help complete the treatment by providing a way to diffuse light without the bulk of panels. The roman shade can be simple, or it can add an additional bit of texture or pattern to the overall look. One reason that workrooms sometimes resist doing sheer romans is that it does require very meticulous fabrication. “Everyone tries to be meticulous, but with a sheer you really have to pay attention to the grain of the fabric and make sure there’s no lint between the face fabric and lining,” she notes. “They do shift around, so you need to be mindful of keeping everything weighted down and orderly. You can’t move your fabric a lot.” Sheers often require more hand-sewing than other types of treatments. Because of that, “Workrooms probably should charge slightly more for sheers because it takes extra work,” Cronin says. However, if they’re hesitant to ask for more money or the designer isn’t willing to pay for it, crafting sheer shades may not seem like it’s worth the time and hassle. To help the process of designing and fabricating roman shades go a little more smoothly, Cronin and Sherry McDonald, who runs a soft furnishings workroom in the San Francisco area, share some of their tips for these treatments.

there’s nothing anyone can do about that,” she says. She encourages designers to limit their fabric searches to double-wide fabrics if the shades are intended for large windows, as is often the case with sheer romans. “That way you don’t have to see seams on the fabric,” she says. Sheer roman shades look and perform best when they’re lined. Otherwise, it’s very difficult to support the rings, McDonald says. “The lining I recommend to clients is the Mirage Sheer Casement from Calvin Fabric. It’s a sheer you can railroad so you don’t have to match seams, which is a win-win.” Cronin typically uses voile if the lining needs to be invisible, or batiste if there’s a need for more privacy. If a designer really wants a shade without lining, McDonald has also sewn tucks (with and without ribs) to support the rings. “Some designers really don’t want that break in the fabric, but I did use that method for my top-down bottom-up shades and lining,” she says. “I’ve also tried using vertical rows of bias tape tacked at the rings.” That works, but the shade won’t be as sheer, she notes. Cronin recommends getting a gridded canvas top for the worktable when fabricating sheer treatments. “You don’t have to mark your fabric because you can see through the fabric to the grid. Instead of marking the grid, just follow the lines,” she says. Her preference is to entirely hand-sew these treatments, including the side hems, because it keeps the fabric from

distorting. She doesn’t remove the treatments from the table until everything is secured. “If the fabric is really shifty, you can baste it with Bortenfix K from döfix, which is sheer,” she says. For most of the seams, Cronin sews with Coates upholstery thread, which is thin but very strong. “For the side hems, I use silamide thread,” she says. “It was originally for tailoring, so it has a little stretch to it. It’s good for sheers because it moves with the fabric. It’s so fine that you don’t see it, yet it’s strong.” One thing Cronin encourages designers to think through is how to treat the top and bottom of sheer roman shades. “Since you can see through sheers, it’s good to have a conversation with the workroom about the lift system and what you’re going to see through the fabric,” she says. “Some lift systems have enclosed headrails, which are sleek and unobtrusive. If it’s an inside mount, you’re going to see everything through it. If the shade is super sheer, you might want to have a valance over it to hide the life system.” Weight bars may also be visible through sheer fabric, so designers need a solution for that too. “What I do is use a fabric tube and put the weight bar in that, then put that into my shade so you don’t see the bar itself,” says Cronin. “A permanent fold is not a bad idea at the bottom of the shade. Even when it’s all the way down, it has one fold in the front that hides the weight bar area.” V

Takeaway Tips:

One of the most important considerations is fabric. “I prefer a light linen as the face fabric,” says McDonald. “It has good stability, and you can square it up easily by pulling a thread — and square is an exaggerated necessity when you can see through it.”

■ Consider a light linen as the face fabric for elegance

Although Cronin likes natural fibers, she believes synthetics or blends make better sheer roman shades. “If the fabric has a lot of linen, it’s going to be wrinkly and

■ For large windows, use double-wide fabrics

■ Synthetics or blends make better roman shades

■ Line roman shades for best performance ■ For lining, check out Mirage Sheer Casement ■ Get a gridded canvas top for your worktable ■ Use döfix Bortenfix K for fabric that’s shifty

V ISION |

industry : manual cordless solutions

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Cordless Window Covering Systems Non-Motorized Options Abound!

“I

BY JENNIFER ROGERS

can’t have cords hanging all over the place, and drilling cord tension devices into the beautiful woodwork is out of the question,” Kerry McHugh, IDS, said to herself. The principal from Kerry McHugh Design was faced with a dilemma. She and her client had just agreed upon a beautiful window treatment solution for the client’s study; however, the entire look would be spoiled by hanging cords. Furthermore, motors would push the project beyond the client’s budget. The solution then presented itself: a manual, nonmotorized cordless control.

“The client was ecstatic after I presented the option,” recalls McHugh. “I find myself using cordless more and more these days.” Thousands of window fashion professionals are discovering the same solution on a daily basis. This VISION article will report on manual or non-motorized cordless window covering options available today. Manual options still garner the lion’s share of sales, even while automation/motorized options are growing rapidly as more consumers are appreciating smart home solutions for their window coverings. In fact, manual cordless systems abound and are available in a range of prices, materials and styles. Plus, traditionally non-corded window coverings—such as curtains, spring-loaded roller shades and shutters—are also options for consumers who want to avoid a lift cord for aesthetic, functionality or safety reasons. Lafayette

V ISION |

industry : manual cordless solutions Virtually all shade or blind materials— cellular shades, roman soft and woven shades, wood and metal blinds, transitional shades, sheet shadings and vertical blinds—have manual cordless solutions that provide ease of use, safety and inspiring design.

The following product categories offer manual cordless solutions: ■■ Cellular shades ■■ Horizontal blinds ■■ Pleated shades ■■ Roll-up-style blinds ■■ Roller shades ■■ Horizontal and vertical sheer shadings ■■ Roman fold shades (Flat, Hobbled, Austrian, Soft fold and more) ■■ Products requiring traverse rods such as curtain and drapes

Comfortex

■■ Curtains

■■ Shutters

it comes to non-corded control options, most notably our patented Cordless ONE Control®,” which is a patented lift system operated by a control ring hidden behind the bottom hem.

They have all gone cordless! While the sky is the limit, that can also create confusion for the consumer. Be sure to explain how simple the solutions are to design clients. “There are a number of cordless options in the window treatment market today. So much that it can truly be overwhelming to an end consumer,” says Danny De Guzman, general manager for Horizons Window Fashions. To help, Horizons “has streamlined the selection process…and feel we offer the best of the best when

There are other manual cordless solutions whereby one pulls down or pushes up on a bottom bar to lower or raise. In addition, says Antonietta Bucci, director of marketing for Elite Window Fashions in Concord, Ontario, “There are spring-loaded systems that enable the consumer to pull down to lower the shade and also allow them to tug the bottom bar gently to raise the shade. And still another option is wand control where

■■ Panel tracks ■■ Vertical blinds

READER SURVEY

INSIGHTS

NONMOTORIZED CORDLESS SOLUTIONS Thank you to those who responded to our reader survey (over 350 respondents). Keep your thoughts coming! Here are some of the results.

Horizons

How much do your customers pay for cordless solutions? amount paid % of responses

$10$20

| NOVEMBER + DECEMBER 2021 | wf-vision.com

$25$30

$35$45

10%

$50$65

18%

$80- $120- $250- $450- $700+ $100 $150 $300 $600

24%

16%

12%

3.5%

4.5%

MANUFACTURERS’ FORECAST

WHAT DO YOU SEE AS THE FUTURE OF CORDLESS PRODUCTS? ALTA: Only cordless window coverings should be in homes with young children. We envision more options, more solutions for narrower/wider/ taller windows, more adoption of home automation solutions, either whole room or whole house. We encourage dealers to talk with their customers about safe, cordless solutions.

Comfortex

either the wand is pumped to lower and raise the shade or where the wand is used to tilt or open vanes.” Wands can also be used to open or close stacked vanes/panels to one side or the other. Solutions can be found for any client’s needs or whims.

Types of manual cordless window covering solutions include: ■■ Cordless lift and/or locks in the headrail/bottom rail ■■ Clutch/wand ■■ Roller catch mechanism ■■ Spring-assisted/spring-driven lift systems ■■ Retractable cords ■■ Combination wand/cord

COMFORTEX: We offer cordless lift options in cellular shades, roller shades, horizontal and vertical sheer shadings, faux-wood blinds, basswood blinds and roman shades. We also offer motorized remotecontrol, Bluetooth APP and cordless power wands. The future of cordless will continue to grow substantially due to three factors: 1) consumer awareness and demand for cordless options; 2) the growth in motorization operated by apps and remote control; and 3) the continued innovation and development by our industry. ELITE WINDOW FASHIONS: More of the same and some options to reach high windows where you cannot reach the bottom bar; more affordable motorized options; new construction being wired already for the purpose of motorized blinds. HORIZON: Cordless applications are only going to grow in popularity and are, quite frankly, a necessity. Cordless window treatments allow the beauty

■■ Non-corded window coverings, such as shutters, wand pulled drapes or spring roller shades ■■ Traverse curtain rods Within each product category, there are manual cordless solutions for every price point and desire that are also tactile and instantly responsive. The overall goal is to no cords for ease of use, safety and a gorgeous, elegant look. Rather than having a tangled pile of cords on the floor when a shade is open or a cord that interferes with the pricey C.O.M.

Alta

of the treatment to be the star. In addition, their convenience and safety are more known in the consumer market than ever before. Homes with children and pets are asking for cordless applications, and we have the solution to fit their needs. LAFAYETTE: Truthfully, we see the growth of motorization as the future of cordless products. SOMFY: An increase in cordless, trending toward a standard. THE SHADE STORE: Automation is not only the current trend we see for cordless products, but it is also the future. With the rise of the smart home, and people being forced to become more comfortable with technology while working from home, we continue to see a rise in the need for motorization and a fully automated home.

Rollease

V ISION |

industry : manual cordless solutions 1100

On average, about nine children ages 5 and younger die every year from

900 800 700 600 500 400 300 200 100 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Of the utmost importance, cordless window coverings are vital to child and pet safety. The U.S. Consumer Product Safety Commission (CPSC) calls corded window coverings “one of the top five hidden hazards in American homes,” with infants and children accidentally becoming entangled in window blind cords. Pull cords, continuous loop cords, inner cords or any other accessible cords on window coverings are dangerous to young children.

strangulation in window blinds, shades, drapes and other window coverings with cords. In a 2018 study featured in “Pediatrics” titled “Pediatric Injuries Related to Window Blinds, Shades, and Cords,” researchers saw an increase in corded window covering injuries from 400 in 2010 to 1,000 in 2015 (data chart at right). That number has decreased to only 200 incidents occurring between January 2009 through December 2020, according to CPSC data. Continued education of the public by associations and organizations as well as window design professionals has certainly had a positive effect on decreasing the number of deaths and injuries due to corded window treatments.

number of injuries

(customer’s own material) that was just made into a beautiful shade, cordless systems are a must-have.

1000

Estimated annual number of window blind–related injuries among children younger than 6 years of age treated in U.S. EDs, NEISS 1990 to 2015.

Estimates are potentially unstable because of a sample size <20 cases, an estimate of <1,200 cases, or a coefficient of variation >33%. Study authored by Bridget Onders, Eun Hye Kim, Thitphalak Chounthirath, Nichole L. Hodges and Gary A. Smith.

Manual cordless blinds and shades are a stylish and practical way to dress windows and should be an easy sell. Nevertheless, there are some instances where cordless becomes an issue for some clients. Based on recent surveys of interior designers, installers and workrooms, here are the top five challenges they face when selling non-motorized cordless systems:

1 2 3

Cost to client, especially if there are multiple or many windows Explaining the pros and cons of each system for the best outcome for a client Wide-spanning windows or any high, tall or hard-to-reach windows where clients can’t reach to perform full range of motion

4 5

The location of the window (e.g., furniture or counters in the way)

Clients with physical limitations who can’t reach the bottom or top of a window easily. Poles or telescoping poles help in this instance if motorization isn’t an option for the client.

Horizons

Should cordless add-ons be included in the price from the manufacturer?

What percentage of your shade sales are cordless?

YES: 34% NO: 66% % of business is cordless % of responses

| NOVEMBER + DECEMBER 2021 | wf-vision.com

6% 1-5

4% 11% 20% 15% 22% 22%

10-15 20-35 40-55 60-70 75-85 90-100

Other challenges in getting clients to understand why cordless is the best involve the selling process. It is key to know some sure-fire ways to sell nonmanual/non-motorized systems to any client, especially if they are upgrading from older systems. We asked designers and others in the industry to comment on the ways they present and sell cordless products to their customers and got some spot-on advice: “I educate my clients on the safety issues of corded blinds and shades…I use hand samples to show the ease of operation. I also discuss the added value of cordless shades to potential future buyers of their home. I explain it may be more of an investment upfront, but it will pay off in the day-to-day ease of operation. I also point out the benefit of aesthetics, no ugly strings hanging in the window and not having to tug on strings to lift heavier treatments such as wood blinds.” —Michelle Andrick, Designs by M, LLC

“I present all my products with the cordless feature as the most appropriate option if the headrail is accessible from the floor. I use motorization to upsell and solve problems with wildly inaccessible windows and cord solutions to bring pricing down when needed and or solve problems related to accessibility that do not require motors (e.g., windows behind nightstands, over the kitchen sink or a sofa).” —Jennaver Brown, Owner, Eye on Design Custom Window Treatments

“We promote child and pet safety as an essential component for any window covering. Additionally, cordless blinds and shades are aesthetically far more beautiful than corded shades and are often far easier to operate. Importantly, we offer non-motorized cordless as a free upgrade, so there is no reason not to select cordless over a corded blind.” —Germaine Schumann, Budget Blinds

“We advise lifting systems based on our knowledge of the products and the needs of the customers. For example, with a cordless lifting system there are a few obvious requirements. One, the customer must be able to easily reach the bottom rail of the shade. It can’t be over a piece of furniture, a sink or anything that will impede the user from reaching and raise the shade to its full capacity. Two, the user must be able to reach the top of the window. If they cannot raise the shade all the way up because of the window height, then it would be best not to do a manual cordless lifting system. Three, I do not recommend manual cordless lifting systems for sliding glass doors as the user will have to bend to the ground every time they want to raise and lower the shades. For sliders, it is better to do a manual cord or wand.” —June Amara, Owner/Interior Decorator, Creative Window Treatments

“I have the products in my own home: nine are motorized in three different rooms, two are cordless lift, and three have cords from previous owner. I invite my clients to my home to let them operate them, but most of them have confidence in the fact that I trust the product in my own home.” —Kathy Senkbeil Knapp, Owner, Store House Decor, Inc.

Cordless is not for all window applications, but a qualified experienced window treatment specialist will be able to guide their client to an appealing and operating solution.

TIPS FOR DESIGNERS If working in a situation where corded window coverings can’t be replaced with today’s safer products at this time, here are some tips to share when advising a consumer.  ■■ If you have corded window coverings, keep them well out of the reach of children. Eliminate any dangling cords.  ■■ Move all cribs, beds, furniture and toys away from windows and window covering cords, preferably to another wall.  ■■ Check that cord stops are installed properly and adjusted to limit the movement of inner lift cords.   ■■ Make certain that tasseled pull cords are tied up out of reach and as short as possible. Install a cleat or tie-down device up high on the wall and use it to keep cords out of reach.  For more information on window covering cord safety or for ways to retrofit corded blinds, visit WindowCoverings.org.

Lafayette

V ISION |

industry : manual cordless solutions

WC Safety Council / CPSC Requirements: The American National Standards Institute (ANSI) and Window Covering Manufacturers Association (WCMA) window covering safety standard, which went into effect in December 2018, is important for every manufacturer, retailer, distributor, salesperson and designer working in our industry. WCMA continues to promote and educate on the ANSI/WCMA A100.1-2018 standard, which requires all stock products sold in stores and online—which accounts for more than 80% of window covering products sold in the U.S. and Canada—to be cordless or have inaccessible cords.

with an adult nearby,” says CPSC Acting Chairman Robert Adler. “The safest option when young children are present is to go cordless.” Cordless technologies are available for most blinds and shades and add little cost to manufacturing. Another thing to consider is that obtaining the Best for Kids™ certification on cordless products requires manufacturers who want to be part of the program to meet stringent criteria and submit appropriate products to a third-party testing laboratory recognized by the WCMA. “To become certified, these products either have no operating cords or inner cords that are accessible. If accessible inner cords are present in products with no operating cords, they cannot create a hazardous loop or potential wrap-around hazard,” explains Denise Schenk, brand marketing manager for Lafayette Interior Fashions.

The U.S. Consumer Product Safety Commission data shows that requiring “stock products” to be cordless or have inaccessible cords will have the most immediate, significant impact on reducing the strangulation risk to young children from certain window covering cords. Stock products are defined as those produced in advance of any consumer order or request for the product. “Children have strangled to death on the cords of window blinds, shades, draperies and other window coverings, and this can happen in mere moments, even

Additionally, corded window coverings are only available on custom-order products. Manual cordless products may not meet the needs of all consumers, including the elderly and users with disabilities. As a result, manufacturers need to be able to sell corded products

The Shade Store

MANUAL CORDLESS SOLUTIONS BY MANUFACTURER Alta

Comfortex

Elite Window Fashions

Type of Manual Cordless Products Carried

Cordless lift or lift and lock, vertical/panel track application, wand-control, shutters, retractable pull cord, wand/cord combination

Cordless lift options in cellular shades, roller shades, horizontal and vertical sheer shadings, fauxwood blinds, basswood blinds and roman shades. We also offer motorized remote-control, Bluetooth APP and cordless power wands.

Roller shades with spring drive and wand control, sheet horizontals with wand control, verticals with wand control and cellular shades with spring drive

Most Popular Manual/ Mon-Motorized Cordless System

Cordless lift options

Cordless system for cellular shades

Roller shades outweigh all others; spring drive outweighs wand control

Percentage of Growth of Cordless Over Last 10 Years

N/A

Estimated 10 times more sales

It has definitely grown

Is Cordless a FREE option?

YES, there is a charge

NO, there is no charge for cellular shades cordless lift and lock

YES

Surcharge is most often a fixed amount to the dealer

Set amount

If Yes, Is Surcharge a % Varies by system/product or a Set Amount? category

| NOVEMBER + DECEMBER 2021 | wf-vision.com

to these customers and for certain applications. When purchasing custom products, a consumer is required to interact with a salesperson or installation specialist, who provides window covering safety information. The standard imposes new restrictions on these products, such as requiring operating cords to have a default length of 40% of the blind height and a default to a tilt wand instead of a tilt cord. Warning labels and warning tags continue to be required and more graphically depict the strangulation hazard. The new safety standard is a direct result of ongoing industry innovation, technological advances and new product development. Claire Nelson, VP marketing director for Alta Window Fashions, concurs. “This topic is important to the entire industry as it is our collective responsibility to continue to educate and inform today’s consumers; they have many choices to keep their homes safe for children and pets. The more each dealer understands these choices as well as their role in educating consumers, the safer homes will be.” Lafayette

Horizons

Lafayette

The Shade Store

Our patented Cordless One Control system for roman shades (spring assist); we also offer additional non-motorized cordless options with roller shades and best-in-class Averté Natural Fold

Accu-Rise® spring system; Lift and Lock™ lifting system; CareRING™ cordless is a spring-assisted system; wand draw/tilt for Genesis and Manh Truc Panel Track Shades (panels are attached to the track, allowing them to glide easily from side to side with a wand), Discoveries Vertical Blinds and Interior Masterpieces Draperies; Glissade® is a vertical orientation from our Parasol® Cellular Shade Collection

Roller shades, roman shades, solar shades, cellular shades, wood blinds and woven wood shades

Cordless ONE controls for roman shades

Accu-Rise spring system

Roller shades

N/A

No % available, but it is an area of growth due to many different factors including enhanced child and pet safety

There has always been a growing interest in cordless options as they serve a variety of different needs throughout the home, provide a cleaner look and safety

NO, there is no charge for Cordless ONE Control system for roman shades

Depends on product

N/A

Varies with product; typically a surcharge and sometimes based on width

Varies by product V ISION |

industry : manual cordless solutions

VISION Readers’

PRODUCT RAVES (and we had many!)

“My favorite is the Comfortex Color Lux Cellular shade in the Linen fabric choice. It is a beautiful fabric cellular shade that truly elevates the basic paper look cellular shade to a soft, high-end look.” —Michelle Andrick, Designs by M, LLC

“Lafayette Genesis Roller Shades with Accurise controls. The Accurise cordless control offers very smooth operation— just a little tug and the shades roll up to the desired height. Plus, I sell products that rarely have issues. Callbacks upset the clients and cost me money! These are extremely reliable, offer beautiful fabric choices and still ship fairly quickly.”

“Alta’s ¾-inch single-cell Honeycomb Shades are elegant and functional at the same time! Love the top-down, bottomup cordless option best! Really adds privacy while allowing a good amount of the window open and exposed if desired. Plus, the honeycomb stack is nearly nothing so they ‘go away’ when opened completely especially if cordless!”

—Amy Wolff, Certified Interior Decorator, Interior Designer, Amy Wolff Interiors, LLC

How important are manual cordless window treatments to your business?

VERY IMPORTANT: 69%

“I have sold most brands of window treatments in my career of 37 years. Each brand has its own special place in improving our lives and homes.” —Barbara Bishop, Allied Member ASID, Owner of Transitions II Interior Design

—JoEllen Jannot Ohl, Jannot’s Designs, LLC

What has been your increase in cordless sales over the past five years?

THAT IS ALL I SPECIFY: 4% SOMEWHAT IMPORTANT: 22% NOT IMPORTANT: 5%

% of increase in sales % of responses

| NOVEMBER + DECEMBER 2021 | wf-vision.com

17% 6% 21% 18% 15% 3% 17% 3% 1%5%

10%15%

20%35%

40%- 60%50% 75%

80%- 90%- 200% 85% 100% OR MORE

ALL THE SHAPES. Square Rectangle Oval Circle

ALL THE SHAPES in decorative traversing hardware If you are looking for options in decorative hardware, come to Forest. We are your one-stop-shop for drapery hardware and we offer the broadest range of traversing rod systems in the industry. Choose baton operated or motorized. Call today and let us help you ﬁnd your perfect shape. Scan the QR code to learn more about our shapes.

FORESTDH.COM 678-721-0004

inspiration : how to make a sale every time

The key is for them not to think of you as a salesperson, but instead as a person.

How to Make a Sale Every Time BY JAY STEINFELD

As a shop-at-home decorator for 14 years and having taught more than a thousand people at Blinds.com how to successfully sell window coverings, there was one thing that mattered more than anything else. It was not what product I recommended, because if I got that one thing right, it did not matter which product I sold. But if I did not get it right, I would certainly lose the sale. I first needed to sell myself. People will usually buy only from people they like and trust. So, how do you do that? The key is for them not to think of you as a salesperson, but instead as a person. So, refrain from initially talking about

products. Make a connection with a tiny bit of friendly small talk to get to know them, as you would get to know a friend. A sincere compliment is fine. You and your prospect need to relax and remove the tension and defensiveness that many feel when confronted by people trying to sell them things. When you show up at their home, hold nothing in your hands. If you have a product or laptop, they’ll feel like the selling process has already begun. Once you both feel comfortable, ask this open-ended question: “What are you trying to achieve?” That gets them to open up, and if you are truly listening —and you must listen carefully—you will learn not only whether they’re trying to

block light or heat, but what concerns they have (e.g., “I had someone come before and all they did was try to get me to buy shutters” or “I need something fast!”). Repeat back to them what you believe you heard, so they feel that you really did listen. This also confirms to yourself what they said. This is a crucial step. It begins the process of developing trust. There are a series of other questions you might ask next, but focus first on breaking the barrier of being a salesperson. Not by using sales gimmicks or clever closing lines. Just by being you—respectful and nice! V

Jay Steinfeld founded and was the CEO of Global Custom Commerce, which operates the world’s No. 1 online window covering retailer Blinds.com. Boot-strapped in 1996 for just $3,000 from his Bellaire, Texas, garage, Global Custom Commerce was acquired by The Home Depot in 2014.

of Business and supports numerous charities. Jay is an Ernst & Young Entrepreneur of the Year and has earned a Lifetime Achievement Award from the Houston Technology Center. Active as an industry speaker on topics including corporate culture, core values, how to scale a startup, and disruption, he has more than 100 published articles.

Jay remained as its CEO and later joined The Home Depot Online Leadership Team. After stepping away from these roles in early 2020, he has increased his involvement on numerous private company boards and serves as a director of the public company Masonite (NYSE: DOOR). He also teaches entrepreneurship at Rice University’s Jones Graduate School

His book, “Lead from the Core: The 4 Principles for Profit and Prosperity,” will be published November 30, 2021. It is available now for preorder on Amazon.

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Visit Jay and download the first chapter for FREE at JaySteinfeld.com.

TaHoma® The connected home by Somfy TaHoma adjusts Radio Technology Somfy® (RTS) motorized blinds, shades, and draperies to allow for the perfect amount of sunlight. Create scenes and schedules using an app, while home or away, to maximize energy savings, privacy, and control glare. Compatible with a wide range of third-party systems.

TaHoma® Gateway (Not to scale)

industry : decorative drapery hardware

The WOW Factor: DECORATIVE DRAPERY HARDWARE Decorative drapery hardware is the jewelry of the room and lends sophistication and function to any window. Consider these fantastic drapery rods and tracks, traverse rails, finials and tiebacks from well-known companies in our industry. Options include steel, brass, stainless steel, acrylic, copper, polished nickel, glass, wood, cast iron, pewter or other amazing color/finish combinations. These design elements add the WOW factor to your clients’ windows and a beautiful finishing touch to your installation. Whether you are planning a traditional or more contemporary look, there are many choices in today’s market!

Amore Drapery Hardware

Antique Drapery Rod

Amore Drapery Hardware offers quality products at competitive pricing. From crystal finials to cast iron and aluminum finials, we offer custom rods, adjustable rods and custom curving. Brackets, rings and decorative wands/ batons are also available. Each product is hand-painted, which combines multiple layers of paint colors to create each of our 28 different special finishes.

As more grays emerged in the overall palettes in modern homes, we’ve offered the idea of four different variations of black finishes plus pewter, platinum, whites, creams and hazelnut to be used alone or mixed and matched in tasteful color/ finish combinations using traditional rods and finial designs.

The Bradley Collection Ltd

Brimar, Inc.

Elysian bridges the gap between two very different aesthetics, combining pared-down modernist style with decorative sensibility. Offered in an inspirational palette of solid and metallic finishes, Elysian is also now available in a wider selection of sizes.

These modern square rods add luxury to windows in any room style. Choose from multiple rod materials including clear acrylic, metal or textured wood—all mixed with sleek, chic metal accessories. If you’re striving for an airy acrylic feel, explore the Cube Collection. For a metal-on-metal look, consider the Bellevue Collection. Prefer a contrast? The Sea Coast Collection combines organic wood with shiny metal.

AmoreDraperyHardware.com

BradleyCollection.com

| NOVEMBER + DECEMBER 2021 | wf-vision.com

AntiqueDraperyRod.com

BrimarInc.com

These design elements add the WOW factor to your clients’ windows and a beautiful finishing touch to your installation.

Forest Drapery Hardware

Helser Brothers

Forest Glasgow is acrylic brilliance! It’s not just the finish colors and the quality of the acrylic, but it’s also in the strength of our poles. This collection will make your drapery design pop!

If there is one thing Helser Brothers is known for, it is quality, both in our customer service and our products. That is why we strive to bring in new and innovative products at competitive prices, even during these trying times. Keep your eyes peeled because, over the next couple of months, you will see some amazing additions to our products and finishes.

Highland Forge

J.L. Anthony Custom Drapery Hardware

ForestDH.com

HighlandForge.com

Custom drapery hardware and high-quality, high-strength custom curtain rods that are hand-forged in the USA.

HelserBrothers.com

JLAnthony.com

There’s a popular misconception that in home automation the drapery track is to be utilitarian. It is not an object of decor, or beauty. Our new Svelte line is a slimmer, more contemporary line of drapery hardware that greatly simplifies the motorization process with built-in motor tracks from Lutron and Somfy Glydea. V ISION |

industry : decorative drapery hardware

Morgik Metal Designs

Ona Drapery Hardware Co., Inc.

Morgik.com

OnaDrapery.com

Morgik Metal has been serving the trade for over 40 years with custom curtain hardware to meet the needs of interior designers, decorators and fabric workrooms. With the addition of our CNC turning center and waterjet cutting machine, we are expanding our line of custom finials and brackets and can further meet our customers exacting needs. Working in steel, brass and stainless steel, we take great pride in providing the highest-quality hardware available.

Featuring our Super Premium Plated finishes, these finishes can be ordered on our Iron Drapery Hardware. The Brass and Copper finishes are un-lacquered living finishes designed to patina and take on a natural beauty over time.

Orion

IronArtByOrion.com Customization is our specialty, and every order is carefully created by Orion’s artisans. Whether you want manual or motorized traversing poles, or great originally styled finials, poles, rings, brackets, centerpieces or medallions, Design Art is proudly made in the USA and hand-painted just for you.

JF Fabrics

Kirsch Drapery Hardware

JF Fabrics has eight comprehensive catalogs that house many collections, from outdoor, silver, Murano glass, Swarovski and customization.

From the Kirsch Drapery Hardware Designer Metals Collection, the stunning Elmore finial, shown here in Polished Nickel, elevates and illuminates even the simplest room.

JFFabrics.com

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Kirsch.com

TMS-Menagerie TMS-Menagerie.com

Rowley

RowleyCompany.com This elegant drapery treatment is pleated to pattern with button details and a center godet, creating a grand first impression. Accented with AriA® Antiquities Metal Hardware, it features the Bellaire Urn in Iron Copper.

Sarkis Studio SarkisStudio.com

We offer an extensive line of handpainted and stained finishes along with silver and gold leafing. Our line includes hundreds of finials, rings, brackets and tieback medallions.

TMS-Menagerie offers the capiz shell finial in their Urban Dwellings Collection. This wood finial features an embossed pattern of a capiz shell on its surface and can be selected in a Walnut or Bronze finish. Capiz shell is a natural and plentiful semitransparent outer shell of marine mollusk found at sea in the Western Visayas region of the Philippine Islands. It is used by artisans for creating pearlescent jewelry, lamps and other home decor.

Vesta Decorative Drapery Hardware

VestaDraperyHardware.com The Titan Track collection is a Vesta-inspired collection featuring precision-machined finials and extruded aluminum track. This hefty 13/8"-diameter track provides a suitable alternative for heavierweight window treatments in four popular finishes. V V ISION |

inspiration: designer/workroom of the year

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Getting to Know 2021’s Designer of the Year and Workroom of the Year DESIGNER OF THE YEAR:

BRANDI AND SAMANTHA DAY, DAY DESIGN LLC Residents of Dallas/Fort Worth, Texas, know that if they want over-the-top, old-world window treatments and home furnishings, they should turn to Brandi and Samantha Day. Brandi, who owned a firm called Brandi Renee Designs for decades, has been an interior designer and seamstress for more than 35 years. Her daughter, Samantha, inherited her passion for window treatments and joined with her to create their new firm in 2015. Brandi is a previous Workroom of the Year winner who strongly believes in programs like the VISION Design + Workroom Competition. “It’s important to enter competitions in your field of expertise to give yourself that personal boost and to know you do great work,” she says. To create an award-winning contest entry, it’s important to document the design process in writing and pictures, get permission from the client before starting the application and take contest-quality “after” pictures of any project.

Lightning round with Brandi and Samantha Day What advice can you share with other small business owners?

Brandi: No matter how talented or skilled you are, that is only one-third of the formula for success. Two-thirds of success in a business comes from a strong partner that you trust completely who excels at things like accounting, project management and handling all the paperwork that is the foundation of each project. (Brandi)

When you’re under pressure, what do you do to keep things under control? Samantha: Clean and organize my house and office until I feel less chaotic.

If you were talking to 20-yearold you, what piece of advice would you give?

What is your favorite work-related book?

Samantha: “Beauty by Design: Refreshing Spaces Inspired by What Matters Most” by Ginger Curtis of Urbanology Designs. This book breaks down the design process for so many things in such a clear way for consumers as well as designers.

If you weren’t an awardwinning interior design professional, what would your dream job be?

Brandi: Running a charity that gives people an opportunity to have at least one room created. I get more pleasure in doing pro bono projects than anything else. Samantha: A writer. I’d love to write books and be able to travel the world to write anywhere.

Brandi: Always be ready to take on an opportunity to learn and grow. You never know what amazing opportunity can come from hard work and integrity. V ISION |

WORKROOM OF THE YEAR:

LESLIE EXCELL, EXCELL IN DESIGN GROUP For 15 years, Leslie Excell with Excell In Design Group has been providing top-quality window treatments, bedding and upholstery services to designers in Florida. Excell got her first job in a workroom over 30 years ago. The owner served as an incredible mentor for her and inspired her to open her own company when she was ready. In addition to supporting her team, who she says inspired her to do great work every day, Excell is a passionate advocate for other women-owned businesses in her community. To others looking to win big in the 2022 VISION Design + Workroom Competition, Excell recommends planning ahead. “When making submissions, it is best to have projects with several photo options, including shots to showcase details, along with a full description of each item that expresses how the project progressed,” she says.

Lightning round with Leslie Excell What is the best piece of advice you have ever been given? Focus on a solution with a sense of urgency whenever something goes wrong. Also, to be customer-focused. Our motto is “Always give customers more than they expect,” a variation of a quote from author Nelson Boswell.

If you were talking to 20-year-old you, what piece of advice would you give? Put your own needs first. You have nothing to prove to anyone. Having my son at 18 years old, I constantly felt the need to prove to everyone around me that I could still be a wonderful mother while pursuing my dreams. Not everybody believed that this would be true for me.

When you’re under pressure, what do you do to keep things under control? I have been on a spiritual journey for quite a while

now, and once the pandemic shutdown happened, that down time allowed me to go even further with adding meditation to my routine. Meditation allows me to set an intention for the day and has taught me to take a minute and just breathe whenever I am under pressure or have hit an obstacle.

Favorite drink?

I can never have enough Champagne!

Favorite quote

“What if I fall? Oh, but my darling, what if you fly?” —Erin Hanson V

| NOVEMBER + DECEMBER 2021 | wf-vision.com

PUT YOUR SHADES IN MOTION automatedmotorizedshades.com 954.974.0525

Full line U.S. manufacturer specializing in motorization, home automation, and integration solutions for your window treatments. Motorized Roller Shades, Parallel Shades, Woven Woods, and Drapery Tracks. Manual options are also available on all products.

Wineries: A Lucrative Clientele for the Window Design Industry BY SOPHIA MCDONALD BENNETT

From Oregon to New York and nearly everywhere in between, wineries are a lucrative business. Interior designers and window treatment professionals who want to work with them will find a wealth of opportunities in this hospitality-focused space.

Photo: Aubrie Pick

Photo: R. Brad Knipstein

inspiration : wineries

| NOVEMBER + DECEMBER 2021 | wf-vision.com

For this article, designers in California showcased two very different projects and talked about what it takes to woo winery clients—no wining and dining required.

Photo: Joe Fletcher Photography

Hayley Knapp Palmer H.Palmer Design, San Francisco The Project: Aperture Cellars, Healdsburg

According to Palmer, the pinnacle of the roof in the ultramodern space was designed to resemble the aperture of a lens. When she was thinking about her design inspiration, Palmer notes, “I stood underneath it and looked out, and I wanted there to feel like there was open flow coming from that space, with few or no barriers.” There also needed to be a strong interplay between the indoors and outdoors so people could view the vineyard and understand the origin of the product they were enjoying. To that end, the space has floor-to-ceiling windows in several of the private tasting rooms. While that provided the desired views, it also allowed the California sun to beat in at certain points of the day. To provide cooling and light-blocking, Palmer specified solar roller shades from Lutron and modern-looking hardware from J Geiger. The motorized shades can be quickly raised or lowered as needed while providing a neutral presence.

Photo: JD Hudson

Aperture Cellars is a project by Jesse Katz, the son of famed photographer Andy Katz. Perhaps, then, it is not surprising that Katz wanted a tasting room with the look and feel of an art gallery. The space needed to be simple, yet edgy, with as much thought put into form as function.

Top Takeaways It’s all about the brand.

One of the ways that commercial projects differ from residential projects is that “everything starts with the brand,” Palmer says. “The first conversations are, ‘What is the brand? What is your message? What is the feel? What are you trying to say, and what feelings are you trying to evoke?’ The most important part of hospitality design is a feeling and a story, and that all comes from the brand.” Only once you fully understand that can you start to develop a concept for the project.

Strike a (technical) balance.

One of the things Palmer loves about hospitality design is the technical side. In a winery project, it’s vital to think about issues such as fire codes, the wearability and longevity of fabric, and compliance with local and state laws. Make sure you

have some understanding of those requirements before diving into any project.

Window treatments are key.

Palmer is a huge fan of using window fashions in hospitality projects. “They soften the space visually,” she says. “It makes everything feel a little more upscale. It’s a great way to bring in pattern.” Window treatments can also act as functional objects. “In hospitality, you have to be very conscious of sound bouncing from hard material, so (window coverings) offer a buffer from sound,” says Palmer. That is especially true in double-story rooms. Window treatments can also become an architectural element, dividing rooms into smaller spaces.

V ISION |

inspiration : wineries

Maria Khoury Haidamus Maria Haidamus Interiors, San Francisco

When the space was ready for a modern update, the team at Jordan turned to Haidamus, a boutique designer who specializes in upscale residential projects. It was challenging to work on the project during the COVID-19 pandemic because it was impossible to travel to France or anywhere else to gather ideas. Instead, Haidamus says, “My inspiration was drawn from the actual space. For the window treatments, I wanted beauty, finesse, and the highest possible workmanship and refinement.” To that end, Haidamus designed draperies and valances made from wool and silk—no synthetic fabrics—with simple, but effective, hardware. To make sure the treatments blended into the design, she chose fabrics with no pattern. Ornamentation was limited to a simple but French-inspired trim on the leading edge of a few drapes. The treatments were fabricated by Tom Malatesta of Malatesta & Co. in San Francisco.

Top Takeaways Trust your gut.

Given that she hadn’t done a lot of commercial projects, Haidamus was nervous to dig into the Jordan project. She quickly learned that trusting her gut was key. “It’s very helpful when, as designers, we’re confident with our vision,” she says. “That confidence is very transparent and the client feels it. That level of trust is such a key to a successful project.”

Photo: R. Brad Knipstein

Jordan Vineyard & Winery is one of Sonoma’s most heralded wineries. In the brand’s early days, Tom and Sally Jordan dreamed of building a French-style chateau atop a hill on their property. The resulting building, finished in 1976, graces every bottle of wine and is the center of the company’s hospitality program. It includes three overnight rooms that were meticulously decorated with fine finishes and French antiques, many of which were sourced by Sally herself.

Photo: R. Brad Knipstein

The Project: Jordan Vineyard & Winery, Healdsburg

Wineries are more than wineries. Although Jordan is a winery, the portion of the project that Haidamus worked on was semi-residential, she said, because she was designing bedrooms and a sitting room. Especially for people without a lot of experience in commercial design, remembering this can boost their confidence and help them sell their skills. “When people think winery, they think tasting room, they think barrel room or reception area,” Haidamus says. “For me, the suites are like home. I wanted the line between commercial and residential to be erased. I wanted them to feel like a space you can connect to. That’s very comforting, and you do have a sense of belonging when you walk into a space that feels homey.” V

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Sophia McDonald Bennett is the former Editor-in-Chief of Window Fashion VISION magazine and is an experienced freelance writer and editor, marketing instructor, and communications consultant. Sophia’s main areas of interest are food and farming, wine, interior design, sustainability, reuse and recycling, and marketing communications. sophiamcbennett@gmail.com

NOV E MBER + DEC E MB E R 2021

Product Spotlight Surewin Quality components at competitive pricing from our Florida warehouse. Custom sourcing available. Plastic bead chain in rolls or continuous loops; numerous colors in all lengths, nickel plated and stainless chain in rolls and continuous loops in all lengths, stop balls, connectors, safety devices, c-clips, alligator clips, tassels, lift cord, vertical components, cord locks and the easy-to-fabricate, low-profile Sure-Lift® Roman Headrail System for shades up to 50 pounds. Learn more at: Surewin@optonline.net or call 239-362-3342.

Insolroll Elements

e-series by Lantex USA

Insolroll Elements fabrics have everything customers and designers want in decorative shades. Curated textured fabrics in five opacity levels for a clean streamlined look alone or as part of a layered treatment to complement any design style. Decorative hardware, Somfy motorization and controls from the simple to the sublime. Learn more at Insolroll.com or call 303-665-1207.

Our optional e-series upgrade includes motorization, complete with a rechargeable battery, and paired with your choice of: wand, wireless single channel remote control or wireless multichannel remote control. The e-series upgrade is available on our entire line of products including Sheerview Shades, Fabric Blinds, Honeycomb Shades only available in wand) and Zebra Shades. More info at LantexWindowFashions.com or call 302-294-6552.

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Somfy TaHoma®

Ona Drapery Hardware Company

TaHoma® is an IP to RTS gateway that can control up to 40 RTS channels. Compatible with a wide range of third-party systems such as Control4®, Crestron, Savant, Elan, RTI, URC, Philips Hue and Brilliant. Works with Google Assistant and Amazon Alexa, allowing voice commands to control window coverings. https://bit.ly/SomfyTaHomas

Ona Drapery Hardware Company is your source for custom made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy gauge steel, wrought iron, crystal and more. Custom curving is available for all rod profiles. Be sure to look at our new Acrylic Rods, Art Glass finials and Polished Chrome finishes in addition to our popular French Rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. Select Ona Drapery Hardware and order with confidence. For a free catalog, please call 800-231-4025 or visit our website at OnaDrapery.com.

Clear Vue from Orion

Texstyle Kleenscreen

Orion’s new Clear Vue Collection is the chameleon of drapery hardware taking on any style. On its own, it can be ultra-modern; always fresh or traditional with a twist adding weight to the treatments that hang from it without blocking patterns, textures and colors that enliven a window treatment. All components are dropshipped to you in seven business days! IronArtByOrion.com

Kleenscreen is a new solar screen fabric that features Sanitized®, antimicrobial material protection that inhibits the development of bacterial odors and the growth of mold and mildew. The Kleenscreen collection features eight modern colors with three openness factors. This stylish solar screen fabric supports a reduction in solar transmission and glare while preserving the view and providing privacy. https://bit.ly/Kleenscreen V ISION |

product spotlight

NEW! Forest 2021 Roller Shade Fabrics We have selected the most popular fabrics and sprinkled in some trendy wovens and patterns to create our in-stock fabric program. Each fabric is suitable for any of our roller shade products whether you choose chain operated, spring operated or motorized. We invite you to take a closer look and contact us for more information. customerservice@forestdh.com or 678-721-0004

Automated Motorized Shades Full line U.S. manufacturer specializing in motorization, home automation, and integration solutions for your window treatments. With motorized roller shades, parallel shades, woven woods and drapery tracks, manual options are also available on all products. Visit us at AutomatedMotorizedShades.com or call 954-974-0525.

Draperies.com The future at your fingertips! Our best-selling drapery and shade motors available with handheld or mounted controls for all your motorization applications. Control by remote or by voice with integration into your existing Amazon or Google Home at your leisure. All motors come with a fiveyear comprehensive warranty. Visit Draperies.com to learn more!

| NOVEMBER + DECEMBER 2021 | wf-vision.com

8 9 3 0

5. Number of Issues Published Annually

7 0

2. Publication Number

4707 Hwy 61 N #255, St. Paul, MN 55110

Ania McNamara

651-756-8834

Telephone (Include area code)

4707 Hwy 61 N #255, St. Paul, MN 55110

Complete Mailing Address

PS Form 3526-R, July 2014 [Page 1 of 4 (See instructions page 4)] PSN: 7530-09-000-8855

PRIVACY NOTICE: See our privacy policy on www.usps.com.

Has Not Changed During Preceding 12 Months Has Changed During Preceding 12 Months (Publisher must submit explanation of change with this statement.)

12. Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates) (Check one) The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes:

Full Name

11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities. If none, check box. X None

Grace McNamara, President & CEO

10. Owner (Do not leave blank. If the publication is owned by a corporation, give the name and address of the corporation immediately followed by the names and addresses of all stockholders owning or holding 1 percent or more of the total amount of stock. If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address as well as those of each individual owner. If the publication is published by a nonprofit organization, give its name and address.) Complete Mailing Address Full Name

Sophia Bennett, Managing Editor, 4707 Hwy 61 N #255, St. Paul, MN 55110

Managing Editor (Name and complete mailing address)

Ania McNamara, Publisher, 4707 Hwy 61 N #255, St. Paul, MN 55110

Editor (Name and complete mailing address)

Grace McNamara, Publisher, 4707 Hwy 61 N #255, St. Paul, MN 55110

9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor (Do not leave blank) Publisher (Name and complete mailing address)

4707 Hwy 61 N #255, St. Paul, MN 55110

8. Complete Mailing Address of Headquarters or General Business Office of Publisher (Not printer)

Contact Person

$28.00

6. Annual Subscription Price (if any)

10/01/2021

3. Filing Date

Statement of Ownership, Management, and Circulation (Requester Publications Only)

7. Complete Mailing Address of Known Office of Publication (Not printer) (Street, city, county, state, and ZIP+4 ®)

Bi-Monthly

4. Issue Frequency

Window Fashion Vision

1. Publication Title

Requested Copies Distributed by Other Mail Classes Through the USPS (e.g., First-Class Mail®)

(1)

Total Distribution (Sum of 15c and e)

Percent Paid and/or Requested Circulation (15c divided by 15f times 100)

50 5,894 98.3%

42 5,230 99%

c. Total Requested Copy Distribution (Line 15f) + Requested/Paid Electronic Copies (Line 16a)

10/01/2021

Date

November/December 2021

PRIVACY NOTICE: See our privacy policy on www.usps.com.

Zebra

PS Form 3526-R, July 2014 (Page 3 of 4)

Honeycomb

I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties).

18. Signature and Title of Editor, Publisher, Business Manager, or Owner

17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the issue of this publication.

I certify that 50% of all my distributed copies (electronic and print) are legitimate requests or paid copies.

d. Percent Paid and/or Requested Circulation (Both Print & Electronic Copies) (16b divided by 16c Í 100) PS Form 3526-R, July 2014 (Page 2 of 4)

Average No. Copies Each Issue During Previous 12 Months

No. Copies of Single Issue Published Nearest to Filing Date

Statement of Ownership, Management, and Circulation (Requester Publications Only)

b. Total Requested and Paid Print Copies (Line 15c) + Requested/Paid Electronic Copies (Line 16a)

a. Requested and Paid Electronic Copies

16. Electronic Copy Circulation

100 5,844

50 5,188

* If you are claiming electronic copies, go to line 16 on page 3. If you are not claiming electronic copies, skip to line 17 on page 3.

Total (Sum of 15f and g)

Copies not Distributed (See Instructions to Publishers #4, (page #3))

Total Nonrequested Distribution [Sum of 15d (1), (2), (3) and (4)]

0 100

4 5,744

5,138

5,740

5,894

5,121

5,230

Nonrequested Copies Distributed Outside the Mail (Include pickup stands, trade shows, showrooms, and other sources)

f. g.

September/October 2021

14. Issue Date for Circulation Data Below

Average No. Copies No. Copies of Single Each Issue During Issue Published Preceding 12 Months Nearest to Filing Date

Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g., First-Class Mail, nonrequestor copies mailed in excess of 10% limit mailed at Standard Mail ® or Package Services rates)

In-County Nonrequested Copies Stated on PS Form 3541 (include sample copies, requests over 3 years old, requests induced by a premium, bulk sales and requests including association requests, names obtained from business directories, lists, and other sources)

(4)

d. Nonrequested (2) Distribution (By mail and outside the mail) (3)

Outside County Nonrequested Copies Stated on PS Form 3541 (include sample copies, requests over 3 years old, requests induced by a premium, bulk sales and requests including association requests, names obtained from business directories, lists, and other sources)

c. Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3), and (4))

(4)

b. Legitimate Paid and/or In-County Paid/Requested Mail Subscriptions stated on PS Form 3541. Requested (Include direct written request from recipient, telemarketing, and Internet Distribution (2) requests from recipient, paid subscriptions including nominal rate subscriptions, (By mail employer requests, advertiser’s proof copies, and exchange copies.) and outside Sales Through Dealers and Carriers, Street Vendors, Counter the mail) (3) Sales, and Other Paid or Requested Distribution Outside USPS®

Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541. (Include direct written request from recipient, telemarketing, and Internet (1) requests from recipient, paid subscriptions including nominal rate subscriptions, employer requests, advertiser’s proof copies, and exchange copies.)

a. Total Number of Copies (Net press run)

15. Extent and Nature of Circulation

Window Fashion Vision

13. Publication Title

Fabric Sheerview

Safer Option from Lantex USA

Enjoy the look and convenience of our elegant cordless lift option. Available on our entire line of shades and blinds, a cordless lift system eliminates the dangers of exposed cords which can pose as strangulation hazards to infants and young children. Upgrade your window coverings today with Lantex Cordless Shades!

Caslan Roman

Lantex ®

WINDOW FASHIONS

www.lantexwindowfashions.com

Envisioning Elegance

V ISION |

In Our Next Issue… The January + February issue of Window Fashion VISION will focus on eco-friendly window coverings and home office window solutions. We’ll be exploring green solutions, sustainable fabrics and solar/UV shades.   Readers have expressed a desire to learn more about extreme window treatments and ways to dress wildly inaccessible windows. We’re responding with a piece about difficult and challenging installations that will inspire and provide some real, practical solutions.   In every issue, we’ll remain focused on innovative motorization products and features, along with tips for how to sell. In addition, we’ll be covering new cordless solutions along with designer insights. And, as always, we’ll continue to bring you insights and best practices on marketing and sales techniques, along with business process improvements and more.  The first magazine of the year will cover trends from High Point Market, as well as a preview of what to expect at the 2022 International Window Coverings Expo.

Photos: Coulisse

Make sure to get a sneak peek at seminar topics and events!

| NOVEMBER + DECEMBER 2021 | wf-vision.com

Designer Fabrics. Quiet Motors.

Insolroll Elements® Decorative Roller Shades deliver the clean, modern look designers and homeowners want. Insolroll’s rich collection of textured fabrics features 5 opacity levels to produce stunning results on their own or as part of a layered treatment.

• Large in-stock fabric inventory and short lead times • Paired blackout/light-filtering fabrics for design flow with light and privacy solutions • Curated fabric collections–winners, not fillers • Quiet hard-wired, Li-ion battery motors, and high-end controls • All shades fabricated in Louisville, Colorado, USA 637 S. Pierce Ave., Louisville, CO 80027 TEL 303.665.1207

www.insolroll.com

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Window Fashion VISION November + December 2021

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