Window Fashion VISION Magazine: November/December 2023 | Volume 45 Issue 6 by Window Fashion Vision Magazine

VOLUME 46, ISSUE 6 NOVEMBER + DECEMBER 2023

FIND THE VALUE IN SELLING TO YOUNG (AND RICH) MILLENNIALS SNEAK PEEK INTO IWCE 2024 SPEAKER LINEUP DESIGN & WORKROOM OF THE YEAR

NOVEMBER + DECEMBER 2023 | wf-vision.com

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MASTHEAD November + December 2023

W I N D OW T R E AT M E N T S & I N SP I R E D D E SIG N

VOLUME 46, ISSUE 6

President/Publisher | Grace McNamara grace@wf-vision.com Associate Publisher & VP | Ania Munzer ania@wf-vision.com Contributing Editor | Maude Campbell maude@wf-vision.com Art Director | Cat Kahnle cat@wf-vision.com Event Manager | Shannon Flaherty shannon@wf-vision.com Marketing Coordinator | Tracy Herold tracy@wf-vision.com Accounting | Heather Bradley accounting@wf-vision.com

SUBSCRIPTIONS

651-330-0574 • info@wf-vision.com

VOLUME 46, ISSUE 6 NOVEMBER + DECEMBER 2023

CONTRIBUTORS

Sam Blair, Sara Lynn Brennan, Katie Creekmore, Annette Faber, Jennifer LaBollita, Roger Magalhaes, Kathy Cragg Pace, Oliver Schreiber, Michele Williams

FIND THE VALUE IN SELLING TO YOUNG (AND RICH) MILLENNIALS SNEAK PEEK INTO IWCE 2024 SPEAKER LINEUP DESIGN & WORKROOM OF THE YEAR

ON THE COVER: Photography: Laura Sumrak Photography Project: Private Residence in Charlotte, NC Workroom: Amanda Smith, Sew Unordinary SewUnordinary.net Designer: Cheryl Luckett, Dwell By Cheryl Interiors DwellByCheryl.com Window Fashion VISION magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than VISION magazine are solved at the discretion of those involved. Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4707 Hwy 61 N #255, St Paul, MN 55110, Tel 651-330-0574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN. 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 © 2023 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: 4707 Hwy 61 N #255, St Paul, MN 55110 NOVEMBER + DECEMBER 2023, VOLUME 46, ISSUE 6.

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G R A C E N OT E FROM THE PUBLISHER

Wrapping Up the Gift of 2023

Ania Munzer, Associate Publisher, and Grace McNamara, Publisher

Believe it or not, in October, we celebrated 37 years of owning and publishing this magazine for the industry! It’s been a very long and exciting journey watching us grow from curtains and draperies to aluminum mini blinds and PVC verticals to sophisticated performance shades with motorized options back to draperies and soft designs. Childsafety concerns forced us to ramp up technology and new products, a refreshing change from some of our lazy periods when dealers complained there was nothing new on the market. Well, that certainly has changed! At the last two International Window Coverings Expos (IWCE), we saw hundreds of new products, technology and innovation in every capacity, from stylish hardware with various motion options to voice-controlled shading systems and fabric choices galore. It’s clear that this industry never stops innovating! For some reason, the 37th anniversary moved me this year. I guess it’s because I’m so grateful we have survived many obstacles, but we’re still here supporting the industry. I can’t think of anyone crazy enough to hang in there through it all, but we did. Today, we can confidently say that we provide an excellent industry magazine and a thriving trade show that helps businesses grow. I’m so grateful and proud that my business partner and daughter, Ania, will

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continue this journey with fresh new ideas for all of you. Together, we make an extraordinary team! As associate publisher and vice president, she is dedicated to connecting with our industry and learning products, demand, trends and more. Ania has dedicated the last three years to developing our content and ensuring the industry knows it has a place to go for industry education and inspiration. We’ve seen significant growth in subscribers and are proud to announce VISION’s 20 Under 40 Class of 2023 in this issue. As the year ends, we hope we have provided you with valuable content that has helped you grow your business, events that have connected you with new friends and a place where you can come for all things window coverings! We wish you a joyous holiday season wherever you are—and we look forward to seeing you in the new year, especially at our annual industry event, IWCE, hosted in Grapevine, TX, April 10-12, 2024. Registration is now open, so please visit IWCE-VISION. com to take advantage of early bird pricing. Warm regards,

Christmas Morning Mimosa Prep time: 5 minutes Servings: 1 Ingredients 2 oz. (60 ml) pomegranate juice 1 oz. (30 ml) freshly squeezed orange juice ½ oz. (15 ml) Cointreau 2 oz. (60 ml) sparkling wine, chilled Fresh rosemary sprig for garnish

Directions In a mixing glass or cocktail shaker filled with ice, combine the pomegranate juice, orange juice and Cointreau. Stir or shake until well chilled. Strain into a champagne flute and top with the sparkling wine. Garnish with the rosemary sprig and serve. Recipe courtesy of Williams Sonoma

Grace McNamara, Publisher

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C O N T E N TS NOVEMBER + DECEMBER 2023 W

VISION

IN THIS ISSUE

W I N D OW T R E AT M E N T S & I N SP I R E D D E SIG N

COLUMNS

44 88 10 10 14 14

PUBLISHER’S NOTE Wrapping Up the Gift of 2023 By Grace McNamara

disCOVER About the Cover

POINT-OF-VIEW: New & Noteworthy All That’s Interesting

FULL FRAME: Installation

Keys to a Stress-Free Installation Day By Roger Magalhaes

52 Brushstrokes of Genius 4

Choosing a color of year is not a decision to be taken lightly. Let the swatch watch commence with some of the major players in the industry’s 2024 picks.

the 42 Setting Record Straight 4

on ‘Custom’

We talked to experts across the industry to get the scoop on custom window coverings—from how they’ve evolved to what’s topping the list in popularity and where the industry is headed.

IWCE Gives Texas 38 Something to 4 Talk About The International Window Coverings Expo (IWCE) is the place to see and be seen each year, but it’s not all learning about the latest products. Class will be in session in Grapevine, TX, on April 11-12 with our experienced and talented speakers, so start drafting your wish list!

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Under 40 48420 Class of 2023 For the fourth year, Window Fashion VISION presents the 20 Under 40 Awards, which make note of the impact of these professionals—between the ages of 19 and 39—and that their best is yet to come.

20 20 22 22 26 26

ARTISAN ATELIER Double Down on Workroom Downtime By Annette Faber

FINANCIAL Transition from Q4 to Q1 Effortlessly By Michele Williams

MARKETING Retail and Design in the Age of Google By Katie Creekmore

FULL FRAME: TRANSFORMATIONS Create Experiences Set in Stone By Kathy Cragg Pace

62 26 34

DESIGNER PROFILE Glamour Never Goes Out of Style FINDING THE VALUE IN YOUNG (AND RICH) MILLENNIALS FOR YOUR BUSINESS By Sara Lynn Brennan

54 54

THINK AHEAD

56 56 58 64 64

HUMAN RESOURCES

Latest in Smart Home & Tech By Jennifer LaBollita

Wrap Up the Year on a Strong Note

BUSINESS DEVELOPMENT Navigating the Seas to Success By Sam Blair

Sold! Making Money Work for You By Oliver Schreiber

d i s COV E R Cover Story

ELEVATING WINE AND TASTE

Sometimes the hustle and bustle of Charlotte, NC, calls for a night in with a glass of vino. Cheryl Luckett, owner of Dwell By Cheryl, was hired to create an area specifically design to store a client’s vast wine collection. Pivoting during the pandemic to offer virtual wine tastings, she wanted a space where she could set up her virtual courses or enjoy an evening at home with a new varietal and a friend. With a room centered around storage that included lots of custom cabinetry, softness and upping the cozy factor of the space would be more important than ever. Luckett’s solution was drapery, specifically single pinchpleated pieces in Fabricut’s Areca fabric in noir adorned with Crown Hardware’s bright gold flare trumpet finials. Sew Unordinary’s Amanda Smith fabricated the drapery, which adds a global—and modern—flair and a grown-up vibe.

LAURA SUMRAK PHOTOGRAPHY

Cheers to popping bottles in a simply sexy spot!

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

NEW AND NOTEWORTHY CERTIFIED CHECKMATE Add a little rock ’n’ roll to your home with an upholstered velvet fabric ottoman with an original print developed by Kravitz Design, a creative studio founded by Lenny Kravitz in 2003, exclusively for CB2. A showcase piece for any room, it features flat biscuit tufting, pillowed sides, and oversize bronze chrome feet. This collection was inspired by the “American Woman” singer’s experiences and travels, as well as the glam of 1970s New York club culture and California’s 1970s music scene. CB2.com

TAKE A BOW Slovenian product and interior designer Nika Zupanc works on combating the male-dominated design industry with a feminine and romantic point of view— and this ribbon chair gives dainty a glamourous upgrade. Imagine how a set of these seats can transform dinner from a simple affair to a soirée! Qeeboo.com

DEEP DIVE INTO THE ARCHIVE As one of America’s most famous interior designers, Mario Buatta has impacted countless creatives in their search for beauty. Emily Evans Eerdmans, a protégée of the decorator, has released an authoritative assessment of the genius, “Mario Buatta: Anatomy of a Decorator,” through Rizzoli to shine a light on Buatta’s works. She drew upon his archives—including presentation boards, scrapbooks and correspondence—to reveal the foundations of his masterful work. RizzoliUSA.com

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

GONE TO THE DOGS Whether you own a dog or aspire to, Horse and Hound has got you and your surfaces covered in its needlepoint throw pillows. A variety of designs featuring a surprising number of breeds—from poodles to golden retrievers—pick up one or make a statement with a trio of tufts for you and your pooch to rest your heads on. HorseAndHound.com TWIST & SHOUT Light up a room by showing off your design personality with a new chandelier! This Shades of Light six-light ribbon swirl piece is constructed of multiple rods joined together by swirling aged brass ribbons. Because of its dimmable nature, you can place this fixture in any room—a bedroom, a dining room or a living room—to add a little infusion of luxe. ShadesOfLight.com

NO COLD FEET HERE Sink your toes into something warm and cushy this winter with a new textured, hand-tufted rug from Anthropologie. The Slate color may be cool, but the plush feel will give any room a cozy and inviting vibe. Plus, it’s suitable for high-traffic areas and available in ivory, a blush pink and moss if doesn’t fit your existing color palette. Anthropologie.com

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FULL FRAME Installation

Keys to a Stress-Free Installation Day BY ROGER MAGALHAES

Window covering installation can be a stress-inducing task if you aren’t prepared; however, with the right approach and planning, it can be a smooth and efficient process. In this article, I’ll walk you through a step-by-step plan for a successful installation day. Regardless of the product(s) you’re installing, this method works every time. Pre-Installation Preparation • R eview the order: Before the installation day, thoroughly review the customer’s order. Ensure that you have the correct window measurements, materials and hardware. • G ather tools and supplies: Make a checklist of all the tools and supplies you’ll need for the installation, including proper screws, brackets, the correct ladder size, measuring tape and a power drill. • I nspect the product: Examine each treatment to ensure they’re free from defects and all necessary parts are included. • D ouble-check the information: Confirm the address and phone number. Put their address in the GPS to get a sense of travel time and plan accordingly.

Communicate With the Customer • C onfirm the appointment: Call the customer to confirm the installation appointment, ensuring they’re aware

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of the date and time of your arrival. Ask for any special instructions such as parking requirements, gate codes or pet awareness. • Clarify expectations: Discuss the installation process with the customer, explaining what they can expect during the installation, any preparation they need to do (e.g., moving furniture, remove existing treatments) and how long the installation will take.

Vehicle Organization • Tidy up: Arrange your tools and supplies in an organized manner within your vehicle for easy access. Also avoid damage during transportation by arranging heavy boxes at the bottom and lighter items at the top. • Double-check inventory: Ensure that all required components for the installation are loaded in your vehicle, such as screws, extra brackets, tools, ladders and moving blankets.

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FULL FRAME Installation

Arrival at the Installation Site

Installation Process

• P unctuality: Arrive at the installation site on time. Punctuality establishes trust with the customer. If you’re going to be late, inform the customer ASAP. Don’t wait for the last moment, otherwise you’re risking aggravating the situation.

• S tart with safety: Ensure that your ladder is stable and in close proximity of the installation target. Take necessary precautions when using power tools.

• G reet the customer: Politely introduce yourself and communicate any potential changes in the installation plan. Have your moving blanket with you. It sends a positive message that you’re going to be careful inside their home.

• L evel and secure: Ensure that the coverings are level and securely fastened to the wall or window frame. Confirm that the brackets have been engaged on the headrails.

Work Area Preparation

• F ollow instructions: Refer to the manufacturer’s installation instructions in case you’re in doubt.

• C heck functionality: Test the functionality of each unit as you go, such as opening and closing, and adjust as necessary.

• R equest your spot: Ask the homeowner for an area that you can put the products and tools without interfering with their routine. Lay down drop cloths or protective coverings to avoid damaging the customer’s floor or furnishings.

Cleaning and Final Inspection

• C lear the work area: Remove any obstacles or furniture that might hinder the installation process.

• I nspect for quality: Conduct a final inspection to ensure that the installation is flawless and the customer is satisfied. Return any furniture or items back to their original position.

• P rep the treatments: Open all boxes and place each treatment in their respective locations. This will help you determine if all products are on-site or if any changes need to be made.

• C leanup: Remove any debris, dust or packaging materials from the installation site. A broom and dustpan or a portable vacuum are must-haves.

Customer Demonstration and Sign-Off • C ustomer walkthrough: Demonstrate how to operate the window coverings to the customer. Ensure they’re comfortable with their new treatments. • O btain customer approval: Request the customer’s signature or verbal approval of the completed work. Collect any payments if instructed by the dealer.

Post-Installation Follow-Up • P rovide contact information: Give the customer your contact information in case they have any questions or issues after the installation or refer them to the dealer in charge of the project. • R equest feedback: Encourage the customer to provide feedback on the installation process, which can help improve your services.

Precise Measurement and Planning • M easure the windows: Double-check the measurements of the windows to ensure that you have the correct treatment. • C atalog the hardware: Confirm that you have the required number of brackets for each unit by the windows.

By following this step-by-step guide, professional installers can ensure a stress-free window covering installation day. Effective communication, thorough preparation, precision in installation and customer satisfaction are key elements in achieving a successful installation experience. V

Roger Magalhaes is the founder of Trading Up Consulting, which provides installation training for window fashion professionals. Magalhaes has more than 15 years of experience as a professional window treatment installer in the Boston area. He is also the installation instructor for the Window Fashion Certified Professional FastTrack program and is the president of Window Coverings Association of America. » TradingUpConsulting.com

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A RT I SA N AT E L I E R Winter in the Workroom

DOUBLE DOWN on Workroom Downtime When other businesses are taking it easy, maximize your slow moments BY ANNETTE FABER

Picture this: You own a to-the-trade drapery workroom that services Greenville, SC, and the surrounding areas. You’ve been in business since 2006 and currently have two part-time employees and an operations manager. It’s early September and you’re gearing up for the holiday season—and executing your end-of-year objectives. This include developing a business plan for the upcoming year, even though Q4 has just started. While it might be a busy season, you have to make time for marketing and planning for when the holiday revelry wears off and Q1 begins in earnest. While customers regrow their bank accounts, what can you do to get a head start on winning new clients and build on the service you’ve provided previous customers?

GET THE BALL ROLLING The start of a new year is a time to reflect on yourself and how you treat your employees. Make sure your designers know you care about who they are—not only the work they do for you. Assess any pain points that might exist and figure out how to alleviate that for a happier work environment.a You’ll never be in the wrong if you think “treat people the way you want to be treated.” One simple way to reward staff members are by taking them on installs. This helps them feel pride when they see the item they created installed in its intended space. Seeing this can also let them understand why details matter. For example, why do returns have to be exactly 3 ¾ inches or how much light gap is there if the shade was ⅛ inch too narrow? WHAT'S YOUR END GAME? At the beginning of Q4, finalize your goals for the following year. Determine your total sales goals and your employee raises and benefits goals, as well as your goals for finetuning your existing processes. Look at what went right and what didn’t so you can adjust accordingly. Dig into areas where your clients needed extra support and use that to build processes or documents to help relieve that need. For end-of-year objectives, look at what needs to be accomplished before December 31 turns to January 1, such as specific client projects, internal initiatives and tax preparation. Look ahead by reviewing your inventory and

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determining end-of-year profits. If you end the year on a high note, you might order inventory ahead of time, purchase a class to take later, repair a machine or purchase a new one. MAKE A LAUNDRY LIST Typically, Q1 is the slowest time of year, so maximize this time by accomplishing internal objectives. These internal objectives often include documenting new processes, expanding skillsets or researching new products to expand your offerings. For Q1 of 2024, plan on expanding your capabilities. Make a list of things you—and your team—want to learn that you can work on when business is slow. It’s also the perfect time to purge and reorganize your workroom. Lastly, try reaching out to an existing client and let them know that you could provide a quick turnaround. You just might be rewarded with a job!

Headshot by: Heidi Pettit

Ultimately, look at more than just your urgent sewing projects. Regularly work on growing and nurturing your business. Look at your next year and your next five years. Lastly, find yourself a good coach, such as Michele Williams with Scarlet Thread Consulting. Good coaching and a good community is key whether you’re starting in this industry or you’re a veteran workroom. If you’re not already a member, seriously consider joining Window Coverings Association of America, where “you’re never in business alone.” V

Annette Faber is a South Carolina native and the small-business owner of Kaylee’s Creations LLC. She’s been professionally sewing since 2003 and has owned her workroom since 2006. She’s active in her industry, whether it’s continually furthering her skillset, regularly attending window treatment classes and conferences, working with a business coach, participating in a mastermind group for custom workrooms and attending business retreats. » KayleesCreations.com

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FINANCIAL Finish to Start

Transition from Q4 to Q1 Effortlessly

TAKE INTO ACCOUNT THESE EIGHT TIPS TO SET YOURSELF UP FOR SUCCESS BY MICHELE WILLIAMS

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Early in your career, you might not realize the importance of setting financial goals, adopting a “take whatever comes my way” approach. This might work for a short time, but it means that you don’t have clear sales goals for client interactions—and no idea of how much money you need to bring in to pay bills or yourself. Moral of the story? If you never set financial goals, then you never really know if you can spend money on a needed service or product, let alone paying yourself or your supporting staff. Taking the time to really understand your finances is a life and business saver. Make sure to set yearly financial goals to establish a baseline for your spending and decision making, which ultimately allows you to make company growth plans. Don’t get behind the eight ball, heed this advice:

1. Determine cash on hand and what will be necessary to end

the current year. Is the company sustainable in day-to-day cash and in rainy day savings? If not, what’s needed to make sure taxes are covered, people are paid and savings for a rainy day are allocated? This process can also be used to know how much cash is needed to keep the business going.

R eview expenses for the current year. This includes looking at every expense to determine if the same decision for the next year should be made. Many times, there’s a less expensive equivalent that will save money. Sometimes, the costs have gone up. Make note of the +/- of each area. Don’t forget to check the bank and credit card statements, along with the line items on your income statement. Cancel anything you haven’t used or will not use.

3. R eview your strategic plan to see what additional funds are

necessary for the next year. Does your current budget need to be increased or decreased to make it happen? Put hard dollars for everything. If your plans calls to hire, how much will the salary be and what’s the company carrying cost for that employee? Are you increasing your marketing or photographing for a magazine? What’s the cost associated above and beyond that which is in your current financial plan?

4. C reate or update your financial goals for the next year

with the information you’ve gathered on cost savings and updates for the strategic plan. Use the actuals that you have in your business up until this point and increase or decrease them to match your plans.

5. C reate budgets (aggressive and conservative) for the next

year with these financials so that percentages can be created to inform your metrics. Don’t let the term “budget” throw you—it’s simply a decision in advance that tells your money where to go and how it will be used. Make the hard calls now so that when the time comes to spend the money, you can do it and keep going without having to stop and reevaluate every single time.

6. R eview Profit First allocations and determine what needs

to change (if anything). Then, ensure that the Profit First percentages align with the financial plan and budget you created. If you don’t currently use Profit First, consider adding it to your money management activities.

7. R eview all financial processes such as time tracking (yes,

this is a financial process), client billing, payments and receivables, vendor payments and terms, tax reviews, sales tax along with nexus, Profit First, financial analysis, debt repayment, etc. If any process isn’t supporting the company, cash flow and growth, make changes. We can’t expect the money to just show up if our processes don’t work well together. Walk through your process from beginning to end to see where and how money moves through your company.

8. R eview employment numbers, such as number of

employees, current pay compared to the industry standard for the role, raises and bonus structure. What needs to happen for the end of this year and into the next to support your team? Do you have cash on hand to make payments needed? Do you need to create a profit first account to hold the funds for bonuses going forward?

Taking time to do this financial analysis will save you stress and time moving forward. Each month knowing what and how to check these values to see if you’re on or off track will assist you in quickly being aware of how money is or isn’t working in your company. V

Michele Williams is a serial entrepreneur and speaker on a mission to close the financial literacy gap for small businesses. Through her two companies, Scarlet Thread Consulting, a clientfacing coaching program, and Metrique Solutions, a robust financial software platform, she supports entrepreneurs to understand their numbers confidently. She is also the host of the popular podcast “Profit is a Choice.” » ScarletThreadConsulting.com | » MetriqueSolutions.com

Headshot by: Jesse Volk

Each year we’re presented with the rare opportunity to examine what worked well in our companies and change what didn’t. Start with looking at your company’s financials in the sweet spot between Q3 and Q4 so you have time to affect any changes you might want to make for the end of the current year and begin planning for the quickly approaching new year.

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MARKETING Google Goals

Retail and Design

in the Age of Google

MAKING THE MOST OF PPC AND SEO FOR 2024 BY KATIE CREEKMORE

The retail landscape has been rapidly evolving, and with Google’s dominance in the digital world, it’s more critical than ever for businesses to optimize their online presence. Read on for a list of actionable items that retail and design businesses can utilize to make the most of pay-per-click (PPC) and search engine optimization (SEO) strategies for the coming new year. OPTIMIZE YOUR WEBSITE FOR MOBILE USERS. Why this matters: Mobile commerce is on the rise. Google prioritizes mobilefriendly websites in its search rankings. Having a responsive design and fast load times can significantly improve your SEO and provide a better user experience, which is a winwin for both your business and your customers. Ensuring a seamless mobile experience, inclusive of easy navigation and legible text, can significantly impact your site’s bounce rate and overall engagement levels. UTILIZE LONG-TAIL KEYWORDS. Why this matters: Long-tail keywords are easier to rank for on search engines, and are usually indicative of a user closer to making a purchase decision. Using long-tail keywords in your SEO and PPC campaigns can drive more qualified traffic to your site. Tools like Google’s Keyword Planner can assist in unearthing long-tail keywords that resonate with your audience’s search behavior

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INVEST IN QUALITY CONTENT. Why this matters: Google’s algorithm rewards websites that offer valuable, informative content. By creating useful content that answers consumer questions, you can improve your site’s SEO and position yourself as an authority in your industry. A consistent content schedule with articles, blog posts or even video content that addresses industry trends, tips and consumer concerns can enhance engagement and brand trust.

IMPLEMENT LOCAL SEO STRATEGIES. Why this matters: Local SEO is crucial for retail businesses looking to attract customers in specific geographic locations. Make use of Google My Business, local keywords and local listings to improve your site’s visibility in local searches. Encourage happy customers to leave positive reviews online and engage in community events or partnerships for authentic local backlinks. Ensure consistency in your NAP (name, address and phone number) information across all platforms and consider creating localized landing pages for different store locations.

LEVERAGE YOUR SOCIAL MEDIA. Why this matters: While not directly related to Google, social signals do impact your site’s SEO. Promoting your content on social media platforms can drive more traffic to your site and can help you reach a wider audience. Utilize targeted advertising on these platforms. Ensure your profiles have updated contact information and link back to your website. Share user-generated content to build community and trust. Engage with your audience by responding to comments and messages, which can enhance your brand’s image and customer loyalty.

RETARGET THROUGH PPC. Why this matters: Retargeting allows you to reengage with visitors who’ve previously interacted with your website but did not make a purchase. PPC retargeting campaigns can help you convert these potential customers and provide a higher return on investment (ROI). Tailoring your retargeting ads to reflect the pages or products viewed by the individual can heighten the personalization and effectiveness of your campaigns.

The realm of retail and design has become increasingly competitive, especially in the digital space. By focusing on these actionable items and understanding their importance, businesses can better optimize their PPC and SEO strategies. By incorporating these steps into your digital marketing plan, you’re well on your way to maximizing the benefits of PPC and SEO in the retail and design industry for 2024. V

MEASURE AND ANALYZE DATA. Why this matters: Tools like Google Analytics and Google Ads provide invaluable insights into user behavior and campaign performance. Regularly reviewing this data can help you tweak your strategies for better results. Implement conversion tracking to measure ROI effectively and use audience segmentation to understand your customers better. Conduct A/B testing for landing pages. Why this matters: A/B testing allows you to compare different versions of your landing pages to determine which one performs better in terms of conversions. Implementing the more successful variant can boost the effectiveness of both your PPC and SEO campaigns. Testing elements like headlines, call-to-action buttons and images can unveil valuable insights into user preferences and behavior.

Katie Creekmore is the brand director at Creekmore Marketing. Her professional journey commenced as an account manager, transitioning swiftly into a business development manager role before stepping up as a director. Throughout her tenure, she’s had the privilege of evolving alongside Creekmore, creating tailor-made marketing strategies that empower businesses to flourish. The process of engaging with businesses, identifying their unique needs and fostering their growth trajectory brings her immense satisfaction. » CreekmoreMarketing.com

FULL FRAME Transformations

Create Experiences Set in Stone Craft your signature client interactions with these five keys BY KATHY CRAGG PACE

Do prospective clients feel like you “get them”? Do they trust your brand? Do you deliver an experience that transforms homes— or do you just sell products? If you want to increase your sales, do some soul-searching to answer these questions honestly, then read on for five cornerstones of a signature experience. These will guide you so that more of your clients will enjoy comfortable, inviting homes and you’ll enjoy a thriving business. Raise your hand if your business is an established household name with all the loyalty and trust that big brands enjoy. I’m not talking about the products you sell. I mean you. Your business. Anyone with their hand up? Though it’s doubtful yours is the name everyone knows, you can develop your own brand loyalty and guide clients to know you, like you and trust you like well-established if you provide something I call an “I get you” signature experience. Humans appreciate the feeling of being seen. I’m sure you’ve experienced meeting

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someone for the first time and immediately felt the two of you clicked, like you “get” each other. It’s like that with businesses too. A business knows its target customer. A signature experience refers to a unique and defining activity, event or encounter closely associated with a particular person, place, organization, brand or community. For example, if you own a Jeep, I bet you know the Jeep Wave that binds this community of adventurers. It’s their own symbolic greeting, used to acknowledge one another on the road as part of the experience of owning a Jeep. It’s not about the product—it’s about the feelings a person experiences when interacting with these brands. A signature experience is exceptional and memorable. So, how do you create something unique and defining for your brand? Incorporate these five cornerstones into your process and you’ll soon be delivering a brandname signature experience that communicates “I get you” to every client.

Let’s break it down and include some examples. 1. Relaxation

Create a relaxed experience and guide your client through a fun and friendly process that eases their concerns. Even though they might not show it, clients get nervous about their appointment with you. They’re excited, initially, when they first set up the meeting, but doubts creep in quickly. You face challenges in any design appointment. First, clients know you’re selling something and the sales profession has a bad rap. They worry about feeling pressured or getting recommendations that don’t fit their taste or budget. Second, the title “designer” can be intimidating to anyone who isn’t one. Clients fear judgment about their home, being pushed into a style or product they dislike, and higher costs. The good news is that you can do something about these challenges, especially the last one, which is that the longer you let these doubts linger, the more guarded your client will be when you meet. So, give them a call! Talking before the appointment will put their mind at ease. You and your client will feel more relaxed as you chat and discover common interests during this conversation.

2. Connection

Finding points of commonality and creating a low-resistance, high-trust relationship takes longer than a surface-level transaction. Don’t be in a hurry to get straight to business. It takes time to really “see” your client and move from stranger to friend. The home tour is a great time to deepen the relationship. You have a backstage pass to your client’s most personal space, where dreams and aspirations are revealed. Pay attention to things other than windows and furniture. Notice details, comment and ask questions. Show that you’re interested and want to know them. Connection is the first step to trust, which is vital for clients to act on your recommendations, and it’s a feeling. It’s hard to pinpoint why you trust someone, but you feel it in your gut. You can create this with every client if you make it a priority. With intentionality and skill, connection is achievable and necessary for success.

3. Captivation

Open a captivating story for clients to step into with their own feelings, images and narratives. Stories are magical and pros make sure they have signature stories ready. When you share a story about a previous client facing a similar problem, emphasizing how they felt, something like magic unfolds. As you tell the story, the listener takes the words and adds their own images and emotions. Stories are co-creative. As you describe another client’s transformation, your current client envisions themselves in the story. So, instead of focusing on product features and functional issues, invite clients to feel the transformation that will take place in their room.

4. Personalization

Nowhere can you communicate “I get you” more clearly than in the fourth cornerstone of our signature experience. Functional recommendations that look like everyone else on the block will not make your client feel seen. You won’t motivate them to choose you over others who present the same products at a slightly lower price. Supplying a quote with no attempt at a more personalized approach is transactional—the opposite of a signature experience. What sets you apart is helping clients envision what’s possible. Show them unique, tailor-made solutions that fit their tastes, needs, lifestyle, budget and personality. Describe how they’ll transform their room and make them proud to host gatherings of friends and family. When they invest in your solution, the window-related discomforts they’ve felt will be a thing of the past.

5. Transformation

Loyalty translates into repeat and referral business. It comes from affirming the transformation, which is the ultimate cornerstone of our signature experience. Differentiate yourself by circling back to acknowledge how great the transformation looks. Affirm how inviting and comfortable the room is now. Express genuine appreciation and excitement to hear what friends and family say about their personalized look. Open a rewarding relationship for life. The goal is not just to close a sale! A signature experience opens a rewarding relationship for life. You can create the loyalty big brands enjoy by simply creating an experience that communicates the “I get you” feeling in every appointment. Take time to put your individual spin on these five cornerstones. You are what make your business unique and keep clients coming back for their next project, so make them like your handwritten signature: something no one else can successfully replicate. V

Kathy Cragg Pace teaches modern sales for people who hate “salesy” people. Her specialty is elevated design sales for individuals and teams, empowering them to provide an irresistible selling experience. Throughout her decades-long career, she has led her own award-winning design franchise, real estate and custom home-building companies, a network of large and small independent window covering business owners and a nationwide retail team of in-home design professionals. She is currently director of sales for 3 Blind Mice USA in California. » KathyPace.com

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Ne v e r Go es Ou t of St yle Spilling the liber-tea on one of New York’s premier family-owned window treatment businesses

Photos courtesy of Glamour Decorating

NOVEMBER + DECEMBER 2023 | wf-vision.com

New York might be known as a concrete jungle, but as Alicia Keys sings, it’s also where dreams are made of. For more than 30 years, Glamour Decorating has

What I like about my company is because we’re family-owned and -operated, we’re very flexible on what we want to do and we’re very nimble on what we want to do.” – Jonathan Yehuda

been making other people’s —and its own—dreams come true through custom draperies, panels, curtains, valances, window blinds, design vertical blinds and motorized shades in NYC and beyond. Abraham Yehuda started the company in 1990 in Brooklyn, first as a wholesaler and then opening up his customized services to the public in 2003. While he’s still involved in the day-to-day operations, his sons, Jonathan and Shaun, work with him full time, helping

him expand the business throughout Queens, Long Island, Staten Island, the Hamptons, New Jersey and the surrounding areas. “[My dad’s] given us a lot of freedom to do what we want to do and push forward in the ways that we think are correct. He’s like, ‘Listen, I did things a certain way, if you guys are the younger, fresher blood, do what you guys think is better and let’s see what happens,” said Jonathan. “We started off doing retail, smaller-scale jobs. Now, we sell many thousands of Somfy motors a year … We’ve grown our business and our client base tremendously.” Glamour Decorating has counted and counts some major players as clients, including Seventh Day Adventists Church Northeastern Conference (the largest chapter of the organization), the Kingsbrook Jewish Medical Center and Douglas Elliman. Two New York hot spots show off the company’s colorful talent: Delmonico’s , newly redesigned with beautiful blue drapes, and Sei Less, with elegant red velvet curtains greeting guests and the celebrities who frequent the restaurant. And just because the Yehudas go big doesn’t mean they don’t go home. “I’ll do one shade in a bathroom, I’ll do a 15,000-square-foot house, I don’t care, because it’s all about service,” said Jonathan. “My barber’s my

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seilessnyc/Instagram Clockwise from left: Glamour Decorating’s new showroom on Madison Avenue; Shaun, Abraham and Jonathan Yehuda; and a finished installation at Manhattan’s Sei Less restaurant.

customer, my butcher’s my customer.” He can be reached anytime by call or text—and welcomes the opportunity to speak with his customers in a way that big-box operations can’t . While he might be a little biased, Jonathan wouldn’t have it any other way. “There’s no limit to what we’re willing to do and our client base has been very loyal to us. They’re referred us to a lot of people and recommended us to a lot of people.” Because of his spirit and dedication, people take notice, which earned him a place in the 20 Under 40 Class of 2022. “What I like about my company is because we’re family-owned and -operated, we’re very flexible on what we want to do and we’re very nimble on what we want to do,” he said. “So, we’re always willing to try something and different kinds of jobs, where a lot of window treatment vendors are rigid … they won’t do commercial or they won’t do a restaurant.” After 30 years in business, picking up speed with each project, Glamour Decorating has no plan on hitting the brakes. Just the opposite actually, the Yehudas are expanding in New York City in a way that other businesses can only imagine: opening up a showroom on Madison Avenue. V

NOW OPEN START SPREADING THE NEWS Glamour Decorating’s showroom is now open! Right in the heart of the Design District, the Brooklynborn business now finds itself neighbors on Madison Avenue with B&B Italia and Minotti, among others. That location is a status symbol in Manhattan, only rivaled by Park Avenue. The ground-floor store is outfitted with Somfy motorization, keeping in line with Glamour’s offerings. Jonathan Yehuda envisions customers thinking, “If they’re on Madison Avenue, they must be doing something right.” Once every quarter, he plans on using the business as a place for designers, real estate agents, architects, developers and the like to congregate and network. Stop in at 165 Madison Avenue to meet one of the men behind the company and see for yourself why each of his customers keeps coming back for more. Open Monday through Sunday from 10 a.m. to 7 p.m. Do you have a showroom opening? Email editor@wf-vision.com to let us know!

NOVEMBER + DECEMBER 2023 | wf-vision.com

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Owen Raggett Photography and W Dubai Mina Seyahi, Design by BLINK Design Group

Walk into the Woods with Forest Drapery Hardware

Learn how one company has conquered the commercial market and the value it could bring your business Leading manufacturer Forest Drapery Hardware's tracks are installed in more than 100 countries worldwide. Headquartered in the Netherlands, each system starts its journey in Europe, where design and manufacturing takes place. Forest serves the United States from Georgia, providing the same level of quality and its signature 10-year warranty on its tracks and motors. The company’s found a niche in the commercial space because of the way its products can handle weight and heavy usage, in addition to the customization option of bending and curving

NOVEMBER + DECEMBER 2023 | wf-vision.com

tracks and traversing rods either hand-drawn or motorized. Commercial Sales Manager Anne Doran said, “As a whole, this sector is experiencing rapid growth … In recent years, project timelines were six months and greater, development was slow and projects were often delayed or canceled. Today, this market wants product now and opportunities are booming.” All it takes to make the most—professionally and monetarily—of commercial projects is service and meeting deadlines. These might sound simple, but without a foundation, a building crumbles. With a proven track record working in this arena, Forest can teach us a thing or two about quality and quantity.

Wide Open Commercial Spaces The commercial window covering market gives Forest the freedom to try its products in a variety of spaces. Post-pandemic, some companies are mandating a return to the office and looking to revamp the spaces to work in a hybrid environment. People are traveling more—for business and pleasure—and requiring more hotel accommodations, which has spurred new hotel construction and the refurbishing of older and possibly dated properties. Similarly, restaurant and retail locations are looking to update and redesign their spaces. “Commercial jobs are a growing portion of the total market today, while residential opportunities are growing slowly,” said Doran. “Typically, in a commercial setting, there can be more windows per job, creating economies of scale.” Team Players Along with this sector comes a specialized set of professionals. Hospitality contractors primarily focus on making drapery, as well as bedding and other soft goods, for hotels and resorts, which require large production runs. They’re responsible for measuring, manufacturing and installing a project’s window treatments. Some small- to medium-size workrooms exclusively serve commercial markets, ranging from hotels to offices and retail spaces. Put Wind In Your Sales As a company with three decades in business, Forest focuses on four key areas to help close product sales: service, functionality, price and availability. On top of building customer relationships, it makes sure to understand the design and function of the specific product so it can guide them. Then, Forest reviews the specs to determine if the window treatment is the best solution; if not, it explains why the client’s solution won’t work and makes recommendations. The final products must fit within budget requirements, so it uses its one shot at pricing to be competitive.

Branch Out With These Products CM® Baton-Drawn Track

Track for a tighter budget but with equal quality. This track is quickly installed by screwing through the predrilled holes in the flange directly into the ceiling. All Forest tracks have a powder-coated finish for durability and are lubricated with a patented process for ultra-smooth gliding.

CS® Baton-Drawn Track

The “hotel track” is a baton-drawn system ideal for traversing medium and heavy draperies, plus it can be bent and curved! CS is the standard in commercial ceiling-mounted tracks and comes in white, black, brown and gray with the option of matching components. Forest Klick® system brackets allow for an easy installation and hold up to heavy-duty use.

Forest Shuttle® Drapery Motor

In a commercial space, motorization could be required for upscale appeal or to meet ADA requirements. Whatever the situation, the Forest Shuttle motor paired with FMS® or Deventer MRS® decorative rods is a smart choice. It pulls up to 160 pounds of drapery per motor or 120 pounds with a bent or curved track/rod. The motor has hard-wired, plug and play or re-chargeable battery options and the drapery can be controlled via a hard-wired solution to automation systems, an app, touch control, a remote or a wall switch.

“Commercial jobs are a growing portion of the total market today, while residential opportunities are growing slowly. Typically, in a commercial setting, there can be more windows per job, creating economies of scale.” – Anne Doran, Commercial Sales Manager

Content Sponsored by Forest Drapery Hardware

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Owen Raggett Photography and W Dubai Mina Seyahi, Design by BLINK Design Group

NOVEMBER + DECEMBER 2023 | wf-vision.com

Owen Raggett Photography and W Dubai Mina Seyahi, Design by BLINK Design Group

MODERN DESIGN meets MIDDLE EAST MYSTIQUE A

s the most populous city in the United Arab Emirates, Dubai is a place to see and be seen. Approximately thirty minutes from Dubai International Airport and in the heart of the city sits Marriott’s W Dubai – Mina Seyahi hotel, an adults-only urban luxury escape buzzing day to night with energy and opportunity. Rising 31 stories high, each of the 318 guest rooms and suites overlooking the Arabian Gulf are equipped with Forest Drapery Hardware’s CS and KS track systems, with the KS tracks curved to fit the round shapes of the

Content Sponsored by Forest Drapery Hardware

building. In an act of innovation, drapery tracks have been used as room dividers and to separate the closets. In the hotel’s lobby and multiple restaurants, guests will see Forest motorized tracks featuring its Shuttle motor. The hotel’s guest room designs earned it a 2022 Awards for Hospitality Experience and Design Middle East & Africa award, which celebrates the achievements of those shaping the hospitality industry. Certainly, Forest’s products set W Dubai – Mina Seyahi apart from its competition! V ISION

Finding the Value in Young (and Rich) Millennials for Your Business

Be the one to give “million-nials” what their homes are missing

TIFFANY RINGWALD, PHOTOGRAPHY

BY SARA LYNN BRENNAN

NOVEMBER + DECEMBER 2023 | wf-vision.com

JENNY MELICK, IMAGERY

MICHAEL BLEVINS, MB PODUCTIONS

I’ve been building my full-service luxury interior design firm, Sara Lynn Brennan Interiors, diligently since 2017, doing a lot of research and reflection on what works for me and my team and what doesn’t . After some retrospective conversations on our most “successful” projects, we made an interesting discovery: Our favorite and most ideal clients are actually first-generation millionaires. It doesn’t matter their age, social status, demographic, race, height, weight, relationship status or birth order … the common thread is that they are firstgeneration millionaires! So, what does that mean? Well, I can’t confirm this, but it seems that they came from humble upbringings where they had everything they needed as a child—but not a lot more. They weren’t accustomed to luxury services such as having a housekeeper, landscaper and certainly not an interior designer. So, basically, this “luxury” world is new for them, and they usually need to be convinced by a friend or a colleague that they have “permission” to step into this high-end lifestyle because it’s not exactly their comfort zone. Entering into a person’s life when they’re hitting an all-time high or career peak comes with a lot of responsibility and patience. We educate them what it’s like to work through the process of design and how to purchase in this “whole-room” or “whole-home” kind of way, but we also get to shape this experience for them, knowing that they don’t have any previous experiences in this arena. We typically find that these “ideal clients” of ours have been referred by others who’ve preceded them and have also “made it.” We get a lot of successful executives, athletes and entrepreneurs who’ve been referred to us by their real estate agents, hairdressers, financial advisers, etc. These amazing referral sources also serve this client in a parallel luxury space and can identify that this is a natural next step for these people, so they invite them into their circle. If you buy the luxury house, you need equivalent furnishings and decor inside. If you manage your money properly, investments in your home make sense, especially when a professional helps you to avoid costly mistakes. And the ironic thing about it is that professionals will hire other professionals because they absolutely understand the value of staying in their lane and doing what they’re best at. If they spend all their time shopping for furniture on the weekend, they can’t use that time to build a better business or network for themselves. The return on investment of the time spent trying to DIY their home and figure it out on their own is weak.

If you buy the luxury house, you need equivalent furnishings and decor inside.” V ISION

TIFFANY RINGWALD, TIFFANY RINGWALD PHOTOGRAPHY

HEATHER ISON, PHOTOGRAPHY

Have you evaluated who your ideal clients are? Who is your “avatar” who brings you the best projects with the most profitability, gives you the least amount of headaches and leaves you feeling great at the end of a job? If you haven’t gone through the exercise of looking back and identifying which types of clients bring you the most joy, you absolutely should! Knowing this can influence your marketing decisions and networking strategies, but it can also allow you to attract more of the clients who you love and adore the most. And who wouldn’t want that! V

Headshot by: Nest Photo Studio

So, read that again: Professionals HIRE professionals. Meet these people where they are in life, show them that you’re right there with them—running your design firm or window covering business like the boss you are—and they’ll immediately have a mutual respect for you and understand your value. If you run your business like a hobby, without the processes and systems vital for successful businesses, these professionals will see it as just that and not take you as seriously. I mentioned there was not a specific demographic; my key phrase was that these ideal clients are firstgeneration millionaires, which is true; however, there’s something that much more exciting when these amazingly talented and savvy clients are in their 20s and 30s. There’s just a different buzz, energy and vibe, when these clients have achieved so much success early in their careers and they invite us into their lives as their design firm. In our experience, these millennials are so in tune with their emotions and how their home makes them “feel.” It allows for the design process to be personal and intentional, ensuring their home reflects their story, functionality and success. For example, we’re getting rid of dining rooms because people just don’t dine like that as much anymore. We’re using previously formal spaces to create conversation and game spaces where friends and family can gather in a different, more casual and approachable way. These same clients are creating home offices and “flex” spaces for the multitude of ways you can learn and work from home, especially in this post-pandemic world. The environment in which millennials live and work in really matters to them and we get the opportunity to really influence their day-to-day life through the power of design. Not everyone can bring in luxury professionals this early into their lives and careers, but when you’ve got hard-working clients who get it, it’s a win-win!

Sara Lynn Brennan is an award-winning entrepreneur, CEO and principal interior designer at Sara Lynn Brennan Interiors, the first and only full-service interior design firm in Waxhaw, NC, that specializes in transitional design. She and her team take spaces from bare bones to beautiful by utilizing her exclusive, approachable and stress-free design process, transforming and renovating homes from start to finish in Charlotte and the surrounding areas. This fall, Sara and her team are excited to announce they will be opening a design showroom, All Things Home, in Weddington as a unique and luxury one-stop shop for all your home needs. Stay tuned for updates as she will be announcing showroom grand opening dates soon! » SaraLynnBrennan.com

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IWCE GIVES

Texas

SOMETHING TO TALK ABOUT Learn from the industry’s leading educators and speakers

The International Window Coverings Expo (IWCE) is the place to see and be seen each year, but it’s not all learning about the latest products. Attendees can find items to add value to their businesses around every corner, but you can’t put a price on knowledge. After participating in IWCE’s educational opportunities this past April, Design Details’ Karen Fischer said, “This was a designer’s dream to see the product offerings and take the great variety of classes. The in-depth level of information with the professional presentation style of the speakers was excellent. Each seminar attended offered an abundance of solutions both for business savvy and design creativity.” Class will be in session in Grapevine, TX, on April 11-12 with our experienced and talented speakers, so start drafting your wish list!

REGISTRATION OPEN Early bird registration is open from October 17, 2023, to January 8, 2024. Make sure to register by 11:59 p.m. on January 8! For more information, visit IWCE-VISION.com.

NOVEMBER + DECEMBER 2023 | wf-vision.com

ANN JOHNSON

SAANA BAKER

NEW SPEAKER

Ann Johnson brings more than 32 years of experience as a workroom owner. She’s a dynamic instructor for seminars and hands-on classes in fabrication, pattern drafting, efficiency, pricing, workroom layout and more. She offers extensive experience in private training and consultations. She authored “The Professional Workroom Handbook of Swags I & II” and published Kitty Stein's “Price Your Work With Confidence!” She’s a popular instructor for IWCE, CWC and The Workroom Channel.

The Textile Eye is the creation of Saana Baker, a veteran textile designer with bicoastal and international experience designing and sourcing upholstery, drapery, bedding, rugs and tabletop. Over her 25-year career, she’s helped craft lines for Schumacher, Barbara Barry, David Phoenix, and Jiun Ho and has acted as guest art director on more than a few licensed lines for big-name designers. Saana’s work has been used in the White House State Dining Room as drapery and featured in publications such as Architectural Digest, Home Textiles Today and House Beautiful.

ELSE JOHNSON

DEB BARRETT

NEW SPEAKER

Creative catalyst, design confidante and industry presence for more than 30 years, Deb Barrett has a unique perspective. Her aim is to inspire and energize the design industry. Her design career has taken many paths and her fascination with what’s around the corner has led her to her current roles as a designer, speaker, educator, trend forecaster and consultant. As a design creative, Deb combined her twin passions— design and soft furnishings—by founding Window Dressings, a couture window treatment and soft furnishings firm near Chicago. She’s an accredited speaker and a member of the Interior Design Continuing Education Council Board of Directors and WithIt. She travels the globe, tracking developments in the ever-evolving world of design, providing designers with exclusive access to some of the world’s best design destinations through her company, Décor Tours.

NEW SPEAKER

MASHA KOYEN

SARA LYNN BRENNAN

KATIE CREEKMORE

NEW SPEAKER

Katie Creekmore is the brand director for Creekmore Marketing. She started off as an account manager in 2020, then swiftly moved on to rock the role of a business development manager, and now she’s the brand director. Along the way, she’s been lucky to learn from founder Chelsea Stamper, both before joining Creekmore and during her time here. Working with businesses to figure out their needs and help them grow gives her a real sense of satisfaction. Katie enjoys seeing how collaboration can positively impact their success.

NEW SPEAKER

Masha Koyen is a seasoned messaging strategist and copywriter, bringing more than 14 years of corporate marketing experience to the table. She worked with big guns like Deloitte, KPMG, Open Text and Pearson before launching her own boutique agency, Content Vertical. Today, Masha specializes in website copywriting for the interior design industry. Her secret sauce? A data-driven approach using her signature REVEAL framework. She dives deep into the audience’s psyche, creating engaging narratives that resonate with their core needs and desires. With Masha, you’re not just getting words on a page—you’re getting a strategic narrative that captures attention and doesn’t let go. Expect powerful, engaging web copy that not only tells a story but drives action.

THOMAS MACDONALD

JESSICA HARLING

With unwavering conviction, Jessica Harling can break down complex decisions to simplify an action plan. Her dynamic problem-solving can confront potential obstacles proactively and energize any team, making others feel valued to achieve their ambitious company goals. She’s the founder of Behind the Design, a people operations company that enthusiastically collaborates with leadership to build dream teams! From recruiting to training and process development, their intuition for creating strong emotional connections discovers and nurtures rock star talent with established streamlined processes that impact the company’s bottom line.

Else Johnson is the visionary catalyst for transformation and success. With a journey that spans continents and industries, her story is nothing short of inspiring. Beginning her career in the financial world in Denmark, Else found herself drawn to the United States. Embracing change fearlessly, she transitioned into the realm of business management before launching on an entrepreneurial journey of owning Kina Design, Inc., a successful, high-end window covering business. For more than two decades, Else immersed herself in the challenges and successes of running a thriving service-based business in the competitive home pro industry. It was during this transformative journey that she discovered her true calling. Today, as an innovative neurolinguistic programming master practitioner, cognitive behaviorist therapy expert, certified life coach and positive intelligence coach, Else empowers her clients like never before.

NEW SPEAKER

Thomas MacDonald serves as COO and founder for both Legacy Leadership Institute and the Catalyst Collective. Thomas is an accomplished corporate executive and a nine-time founder with more than 30 years of experience leading within consulting, distribution, retail, e-commerce, health care, tourism, government and manufacturing industries. He leverages an extensive background working with clients to determine strategies to drive brand visibility, recognition and reputation for startup to multinational companies. Thomas takes a multifaceted approach to logistics, distribution, process improvements and product development in order to gain and retain consumer support. He understands how to harness the power of people and how to leverage the power of dynamic educational content to catalyze growth. As an independent coach and consultant, he brings a record of developing business infrastructure, distribution logistics, market-driven products and properly positioned sales to deliver more than $72 billion in new revenue.

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MADELEINE MACRAE

Madeleine MacRae serves as CEO and founder for both Legacy Leadership Institute and Homepro Toolbox, a digital resource center focused on leveraging rock solid sales, marketing and business education to drive the growth of companies throughout every segment of the home services and improvement industries. Madeleine is an accomplished corporate executive and a four-time founder with more than 20 years of experience leading, consulting and growing businesses of all sizes. She understands how to harness the power of people and how to leverage the power of dynamic educational content to catalyze growth. She’s also an entrepreneur, a bestselling author, a philanthropist, and a top-tier life and business strategist. She has empowered hundreds of thousands of people worldwide through her transformational coaching, educational videos and live seminars. She artfully explores the foundational principles to develop mastery in leadership, capacity, teamwork, relationships, attitude, success, personal growth and communication.

ROGER MAGALHAES

Roger Magalhaes holds numerous certifications from various leading product lines and proprietary installation techniques. He is a regular columnist for Window Fashion VISION magazine and a national presenter/speaker. Additionally, he has been a member of the Window Coverings Association of America since 2006 and, currently, he holds the position of national president.

O’D MCKEWAN

O’D McKewan is the product coach for Window Covering World. He is a master of motorization and a leader in the motorized window covering field. He has almost 20 years of hands-on experience with motorized window coverings, including fabrication, installation and selling. His classes are highly sought after and attendees really appreciate his ability to take complex information and make it very easy to understand. He works with clients worldwide and has been involved with motorization of yachts, RVs, custom homes and high-rises, government facilities and corporate commercial buildings.

CHERYL MEIKLEJOHN

Cheryl Meiklejohn has been the owner and manager of a professional drapery workroom and designer fabric studio, Rainbow Draperies Ltd., in Edmonton, Alberta, for more than 23 years, offering consistent quality products to over 120 interior designers and decorators in Western Canada. Cheryl is very customer service focused, conscientious, detail-oriented, energetic, mature, organized and passionate about teaching designers and decorators about drapery requirements. Cheryl is also the author of “The Details Behind The Design,” a stepby-step resource that takes interior designers through the foolproof way of measuring windows and calculating window treatment yardage. In this 400-page book, Cheryl has included easy-to-use formulas, charts and illustrations of various styles of drapery treatments, valances, cushions and bedding, which can be shown to your customers to help them with their style selection.

VINCE NIGARA

Vince Nigara has 45 years of experience as an entrepreneur in two different industries, 41 of those years specifically in the window covering industry. He’s the vice president for two different window covering franchises and operates a top 1% company in the window covering industry for profits.

NOVEMBER + DECEMBER 2023 | wf-vision.com

KATHY CRAGG PACE

Kathy Cragg Pace is an entrepreneur and elevated design sales specialist who has managed, mentored and trained more than 1,000 inhome designers and home improvement sales professionals with actions that lead to success. These pros now enjoy relaxed, productive collaboration with clients who are excited to buy from them. She specializes in design sales growth for individuals and teams, empowering them to provide an irresistible selling experience. Throughout her decadeslong career, Kathy has led her own award-winning design franchise, real estate and custom home-building companies, a network of large and small independent window covering business owners and a nationwide retail team of in-home design professionals. She’s currently director of sales for 3 Blind Mice USA located in sunny California and the sales coach for Window Covering World.

OLIVER SCHREIBER

Oliver Schreiber began his sales career more than 30 years ago and has grown sales teams for multiple multimillion-dollar companies. As CEO of Beltway Blinds in Washington, D.C./Maryland/ Virginia, he leads a team that generated over $11 million in sales last year. Oliver has been a speaker at IWCE, has received awards for being the largest volume dealer with Alta Window Fashions for four years running and sits on the National Advisory Committee for a window covering mastermind group, Exciting Windows!. Oliver continues to run Beltway Blinds and consult with companies on sales and marketing.

LINDA TULLY

Linda Tully started Custom Coverings drapery workroom in 2000. She’s a former IWCE speaker and has won many awards, including IWCE’s Workroom of the Year in 2011 and 2019 and first place in Window Treatments at Decorating Den’s annual Dream Room contest. Many of her awardwinning rooms have been published in books and magazines. Linda is accomplished at designing, selling and fabricating all styles of window treatments. She has lived and worked in the interior design industry in nine states in the U.S., giving her valuable knowledge about regional styles and architecture.

SANDRA VANSICKLE

Sandra VanSickle, an esteemed leader in the industry, strives to educate, inspire and promote others in the window covering industry. With her 30-plus years of knowledge and workroom experience, she’s committed to passing along what she has learned through online and hands-on classes, articles and speaking engagements for those seeking professional training in the custom window treatment segment of the industry. In Apex, NC, Sandra is the proud owner of Sew What’s New, LLC, a wholesale custom window treatment workroom and training center. She’s also the director of IWCE’s Artisan Atelier.

MICHELE WILLIAMS

Through her two companies, Scarlet Thread Consulting, a client-facing coaching program, and Metrique Solutions, a robust financial software platform, Michele Williams supports entrepreneurs to understand their numbers confidently. Michele is a champion for creative entrepreneurs, serving as a change agent to facilitate building scalable and profitable businesses. Michele’s empowering work has been applauded by The Business of Home, Mydoma Studio and the American Society of Interior Designers. She’s also the host of the popular podcast, “Profit is a Choice.”

PHOTOS: THE TEXTILE EYE

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SETTING THE RECORD STRAIGHT ON ‘CUSTOM’ A MID-19TH CENTURY INTERIOR, EXACT LOCATION UNKNOWN. DRAWING BY M. SEKIM VIA COOPER HEWITT.JPG

How custom window treatments have evolved and what to expect next from the experts

The media would lead us to believe that turning a house into a home is a snap. Just follow the top influencers, view a TikTok video or watch the latest DIY home show and you’re ready to outfit a home that’s quintessentially you. But wait … not so fast! Mainstream and social media are perpetuating many myths about home design, especially when it comes to custom window treatments. We talked to experts across the industry to get the scoop on custom window coverings—from how they’ve evolved to what’s topping the list in popularity and where the industry is headed. First, a Little History Lesson Window coverings date back to the time when humans covered their cave openings with animal hides and furs to keep out the

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elements. Since then, many cultures have developed their own approaches to closing up “window” openings for comfort and protection. The Greeks are credited with creating some of the earliest shutters, made of marble and designed to keep out the blistering heat, and the Romans gave us the first roman shades—lengths of wet cloth, adjusted up and down with a cord. In the Middle Ages, Europeans created their own style of shutters, held closed with iron bars for comfort and safety. Eventually, the formality of European life gave way to more elegant, refined window treatments combining form and function: Think long flowing drapes with swags and jabots in rich colors. Throughout the 1900s and 2000s, each decade saw a shift in window treatment styles. Who can forget the geometric textile patterns of the Art Deco era, the aluminum mini blinds and vinyl vertical blinds that were all the rage in the ’70s or the English

Country fad of the ’80s, when every drapery sported giant floral prints. Then, the pendulum swung back to minimalism, with many homeowners opting for a simple wood blind or fabric roller shade, leaving their windows mostly unadorned. While window coverings have evolved significantly, one fact remains constant. There will always be a market segment that craves bespoke design and unique options, fueling a healthy custom window treatment industry.

You usually don’t realize how much you needed custom window treatments until you see the room completed. It’s the jewelry that completes the outfit.” – Marc Thiergart

AVANT GARDE DESIGN

Let’s Define ‘Custom’ At its most basic level, the concept of “custom” seems straightforward: It’s something that is tailored to an individual’s wants or needs. But for window treatments, custom goes far beyond that definition. We asked the pros to weigh in and they agreed that custom involves much more than adapting size, color or fabric. “What makes window treatments custom is every detail being a variable,” said Kathleen Welnack, owner of Becoming Designs. “I love letting clients choose the pleat style or putting in a 5-inch hem to better set off a taller drapery.” It’s also a chance to give homeowners access to something they won’t find off the rack. As Patti Ayers of Pillows & Pleats

pointed out, “Truly custom window treatment design happens when the designer adds a special detail that consumers cannot find anywhere else,” like hand-stitched pleats, luxury linings or quality threads. “When window treatments are in harmony with the rest of the space, you have something truly special.” Very often, custom equals impact. “Window treatments are the icing on the cake in a well-designed room,” said Marc Thiergart, president of Brimar, whether it’s a subtle treatment that softens the space or a bold option that creates a “one-of-akind stunner.” And as Victoria Valentinas of VLV Designs noted, “You usually don’t realize how much you needed custom window treatments until you see the room completed. It’s the jewelry that completes the outfit.” The custom approach also serves a functional purpose, as many times only a custom product can solve a window space or size challenge. And, of course, custom means higher quality—in materials, craftsmanship, measurement precision and installation.

AVANT GARDE DESIGNS

An Ever-Changing Industry Many factors have helped fuel a thriving custom window treatment industry over the last decade, including the consumer’s constant quest for choice and continued innovations that respond to their changing expectations. The emergence of motorized window treatments, integrated with home automation systems, is a prime example.

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DESIGNER KEELY KERSH RIGHT AT HOME INTERIORS, PHOTOGRAPHY MARTIN BEEBEE

“Motorization has pushed the limits of what we can achieve and how window treatments are used,” said Tina Fontana of Fontana Designs. These novel solutions play into the consumer’s desire for convenience, privacy and security— offering full control anytime and anywhere with the touch of a button or a voice command. Given the heightened focus on climate change and other environmental concerns, it’s not surprising that more energyefficient, organic and sustainable custom window covering choices have emerged over the last few years. And as child safety regulations have advanced, the industry has responded with many more cordless options.

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– Travis Brestelli

DESIGNER DAVID SANTIAGO, PHOTOGRAPHY JEREMY SMITH

These buyers often seek out what only our industry can provide: unique styles, home automation and superior customer service.”

From a design perspective, the last decade initially saw a marked trend toward minimalism. Then, as pandemic lockdowns, travel restrictions and a shift to remote work ensconced us all at home, many consumers took a keener interest in making their personal space a truer reflection of their own style. “There is a noticeable shift toward valuing unique, tailor-made solutions that reflect individual styles and needs, which suggests that custom window treatments are gaining popularity,” said Sandra VanSickle, owner of Sew What’s New, LLC. But the higher cost means custom options only appeal to buyers with sufficient discretionary income and the willingness to spend it on window coverings. As a result, custom window treatments still aren’t mainstream—and some professionals believe that’s a good thing. “Mainstream products lose their value,” Welnack explained. “I would argue we want to encourage visibility of our products, maybe even accessibility, but always with the appeal of being not common or mainstream.” Others feel the industry could benefit from greater awareness of all the alternatives to ready-made window treatments. “So many people think of the hard window treatments first for privacy and then never consider adding the beauty of drapes, curtains or valances,” said Keely Hersh, owner of Right at Home Interiors.

What’s Hot (and What’s Not) in Custom Window Treatments While the trends vary by region and customer preferences, a few choices currently top the list for buyers in search of custom window coverings. Many are gravitating toward roman shades for their clean lines—whether in simple flat styles or with soft undulating folds—while drapes are seeing a real resurgence. “Stationary panels are the most popular today because they’re the most cost-effective way to dress up a window with custom fabric and trim,” noted Lindsey Putzier of Lindsey Putzier Design Studio. Drapes with Euro pleats and two-finger French pleats have strong appeal, along with the ripplefold style (a.k.a. the wave). There’s also great demand for unique drapery details, from intricate tassels and trims to interesting hems. As more people desire to get back to nature and use sustainable materials, woven wood shades and organic roller shade fabrics have become very popular. When opting for these styles, consumers are just as likely to choose a neutral wood tone that blends into the background as a bold color or a playful pattern. Of course, motorized shades and blinds in custom sizes continue to prove a big draw for homeowners who crave convenience. And for those who want a one-of-a-kind look, custom-printed drapery fabrics are gaining traction—especially as technology makes this feature more affordable and environmentally sustainable.

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PHOTOGRAPHY COASTAL CONCEPTS

AVANT GARD DESIGNS

When it comes to window treatment hardware, homeowners are more likely than ever to make choices that reflect their individuality, both in materials and colors. From modern acrylics and metals to more traditional woods, consumers are opting for hardware that makes a personal style statement.

Designers and companies that embrace changes will move forward, leaving behind those that choose to work like they did in the past.” – Marc Thiergart What Will Tomorrow Bring? Though economic challenges persist, with the potential to make 2024 a difficult year, industry experts are optimistic about the future of custom window treatments. “I believe custom window treatments will continue to grow due to the steady increase of homebuyers within our targeted

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demographic,” said Travis Brestelli, owner of Coastal Concepts LLC. “These buyers often seek out what only our industry can provide: unique styles, home automation and superior customer service.” Marie Mouradian, at Window Designs Etc. by Marie Mouradian, sees several trends creating a secure near-term future for cow treatment sales, while other technological advancements (including artificial intelligence) will likely force industry professionals to evolve to stay relevant. “Designers and companies that embrace changes will move forward, leaving behind those that choose to work like they did in the past,” said Thiergart. No matter what the future holds, professionals remain enthusiastic about an industry they have grown to love. “It’s a great industry that touches the hearts and minds of the consumer,” said Danny De Guzman, general manager at Horizons Window Fashions. “It allows creative entrepreneurs to create a business, supports the local trades and national workrooms and elevates home design. How boring our homes would be without us!” V

SET THE MOOD FOR THE NEW YEAR This October, thousands of designers flocked to High Point’s Fall Market to see for themselves the latest trends in design. Jill Ballew, principal designer and CEO of High Country Drapery Designs, a full-service custom window treatment company, has been attending this popular industry event for more than five years and let us tag along on her trip. We got to dive deep into all the beauty High Point had to offer and meet the designers who are shaping what we’ll see next year. While not necessarily a news flash, we learned that color is still big! “The intensity of the color is more muted and more profound and deeper, like mulberry, plums and navy, emerald greens and forest green. Just not as bright anymore,” Ballew shared as we toured Thibaut’s showroom. We’re still seeing lots of neutrals, but now it’s more tans and ivories. Tons of stripes and plaids, and layers, layers, layers! We don’t see this going away anytime soon. It’s clear that the grand millennial movement is still alive and strong—but that’s not all. Here’s a taste of new products we can look forward to as we enter 2024. The Denise McGaha Collection for Vervain For her collection of fabrics and wallcoverings for Vervain, Denise McGaha drew inspiration from something inherent to her: her surroundings, family (including her grandmother’s magnolia tree and blackberry bushes) and experiences. The organic textures and dramatic largescale patterns layer together intentionally in order to add to a space’s ever-evolving story. Along with elements of classic design, McGaha created the 12 fabrics and eight wallcoverings to be versatile and interpretive. Cheryl Luckett x Revolution Fabrics With 12 patterns in more than 60 color options, Charlottebased interior designer Cheryl Luckett’s first collaboration with Revolution Fabrics is out of this world! As the mind behind Dwell By Cheryl, who’s been featured in HGTV and Southern Living magazines, her passion is infused in each design. Her expertise in curating intimate spaces and luxurious places shines bright in this collection, which includes a variety of classic and bold animal patterns and cultural inspirations.

TIMELESS FOR 200 YEARS

Since 1832, Lee Jofa has contributed new ideas for timeless fabric, wallcovering and furniture designs. The brand has maintained the delicate balance of heritage and modernity and traditional and trendsetting. To fête its 200th anniversary, Lee Jofa partnered with luxe chocolatier MarieBelle New York to create a special collection of chocolates that the furnishings brand’s iconic Tree of Life pattern. The collab includes a nine-piece box of chocolates, each piece adorned with the print, and chocolate bars packaged in the classic pattern. A treat for the tongue and the eyes, the box retails for $35 and each bar is $12. MarieBelle.com

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The time has come to give millennial and Gen Z window treatment professionals their due for the work they’ve done to advance the industry. These overachievers—between the ages of 18 and 39—have seen the future of window coverings and are actively working to keep their businesses current with the latest trends. Take notes because you just might want to hire them someday! For the fourth year, Window Fashion VISION presents the 20 Under 40 Awards, which make note of these professionals’ impact and that their best is yet to come. Each recipient will be applauded with a Champagne toast during the International Window Coverings Expo (IWCE) in Grapevine, TX, on April 12, 2024, so get ready to pop some bottles!

It’s with great honor we announce VISION’s 20 Under 40 2023 recipients. We proudly highlight the next generation making serious moves, not only among our industry but their peers and communities. These professionals keep our industry moving forward with innovation and inspiration, paving the way of our future. Let’s raise a toast to the class of 2023!” —Ania Munzer, Associate Publisher of Window Fashion VISION

TAYLOR ANGEL 30, Vice President ANGEL’S DISTRIBUTING INC.

JUAN BECERRA 38, CEO JDB 305 INTERIORS LLC

While her name might be on the Pennsylvania company’s sign, Taylor Angel started in customer service, taking the time to identify and introduce products that helped customers and employees alike. Now as the vice president—and the third generation to run the family business—she carries out the mission to provide great service, high-quality products and competitive pricing. She gives back to the industry by sharing her knowledge on podcasts and donating fabric to learning opportunities like IWCE’s Artisan Atelier.

Immigrating from Venezuela eight years ago and settling in North Miami, FL, Juan Becerra is known to always cater to the local community first. His company, JDB 305 Interiors LLC, is dedicated to the advice, sale, production and installation of rolling blinds and curtains. Juan’s commitment to excellence and innovation has earned him projects with renowned entertainers and influential social media personalities—and solidified his reputation as a leader in the window decor industry.

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ADAM BRESTELLI 33, Lead Installer COASTAL CONCEPTS LLC

TRAVIS JAMES BRESTELLI 32, Owner and Founder COASTAL CONCEPTS LLC

Working alongside his younger brother, Travis, Adam Brestelli takes every opportunity at Connecticut’s Coastal Concepts LLC as a learning experience. Over the last few years, his growth and technical knowledge has skyrocketed, earning him rave reviews from clients. Adam makes sure to keep up with changing industry standards by completing training. He enjoys helping people both professionally and personally and became a certified life coach to achieve the latter goal.

In 2017, Travis Brestelli began Coastal Concepts with one industry connection, his mentor Angelo Karpetas of A&M Designs, that connection and a readiness to learn how to run a window treatment business got him started. He was able to identify what was missing in the industry and tailor his company to deliver personalized in-home consultations, exceptional customer service and quality products. Travis' one van operation has grown into a 4,000-square-foot showroom, a multistory warehouse, a fleet of five vehicles and a growing staff and a business grossing over $3.5 million per year in sales. He pays it forward by mentoring fellow professionals.

LEONARD BURKHARDT 38, Lead Installer VITALIA INC.

SARAH BETH COBB 25, Digital Marketing and Communications Strategist MERMET USA

In his first year at Pennsylvania’s Vitalia Inc., Leonard Burkhardt has elevated the standards of window treatment installations with his attention to detail and unwavering dedication to his craft and the customer experience. What sets him apart from his peers is his ability to turn challenges into opportunities and think outside the box. Leonard’s ingenuity has saved projects and contributed significantly to the success of the company.

Sarah Beth Cobb has set new benchmarks for how the window covering industry operates in the digital landscape. After joining Mermet USA in April 2022, her skills in leveraging social media platforms and her analytical insights set her apart from her colleagues, earning her a promotion after a year and a half with the company. Sarah volunteers her many skills with Upstate International, a South Carolina nonprofit that empowers people and businesses of all nations.

DELANEY CORRIGAN 23, Commercial Sales Specialist EAST GREENBUSH WINDOW COVERINGS

LINDSEY DESALVO 37, Product Manager – Textiles TEXSTYLE, A DIVISION OF ROLLEASE ACMEDA

After COVID-19 motivated her to graduate college a year early, Delaney Corrigan started at New York’s East Greenbush Window Coverings by preparing project bids for the company. She helped the company grow its revenue from $500,000 in 2020 to more than $1.2 million in 2022. In addition to completing manufacturer training, Delaney tutors

Within five years at Rollease Acmeda, Lindsey DeSalvo has used her knowledge of being green to lead the charge for more sustainable products. She educates consumers and industry professionals on the topic and inspires competitors to keep up with her. On top of her many responsibilities and caring for her two young children, Lindsey plays the violin in New York’s Westchester Orchestra.

middle and high school students.

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NOAH GEBARA 22, Installer J. EDISON INTERIORS

BRIANNA GOODWIN 38, President and CEO CONTEXTURE

In the truest sense, Noah Gebara stepped up to run his father’s installation company, J. Edison Interiors, while he battled stage 4 cancer. He started working part time at the family business in college, but the diagnosis prompted Noah to join the family business full time, even taking over operations during his father’s treatments. In that time, he worked diligently to become a certified Hunter Douglas installer and his goal has shifted to one day run the company.

Starting at Massachusetts’ Contexture in 2005, Brianna Goodwin rose through the ranks to become president and CEO in 2017. She’s taken the company from a local family-operated commercial window treatment dealer to a 20-state firm, growing 200% since her promotion. Brianna successfully rebranded the 38-year-old organization and became the sole owner in 2023. Outside of business, she’s the mother to a 3-year-old boy and

RACHAEL HARVEY 38, Owner REFURNISH

JONNY MATUICHUK 36, Senior Product Manager ROLLEASE ACMEDA

Based in Music City, Rachael Harvey started her workroom, Refurnish, in late summer 2022. She’s since grown from one seamstress to six and earned seven-figure sales in her first year. Rachael’s goal is to provide a fresh face and valuable service to the Nashville area. She bolsters this mission by taking advantage of educational opportunities and being a member of a local workroom group. In her spare time, she volunteers with Adopt a Golden, a nonprofit specifically dedicated to the breed.

Throughout his four years at Rollease Acmeda, New Yorker Jonny Matuichuk has been known as open and honest for the betterment of personal objectives and industry direction. He’s grown his position to manage a team and takes care to mentor them closely. Jonny’s the mind behind many innovative products soon to be released by Automate, a division of the company. He’s passionate both personally and professionally and can often be found inventing and problem-solving.

JOSE F. OROZCO 35, Operations Manager THE SHUTTER STORE

SARAH JANE PAILLUSSEAU 32, Owner A SHADE ABOVE

From emigrating to the U.S. and not speaking English to taking over the operations for Nevada’s The Shutter Store, Jose F. Orozco transformed from an introvert into being a respected and appreciated industry professional. He was able to achieve yearly revenues exceeding $6 million. Jose has assisted in creating DIY YouTube videos, some of which are used by competitors, and he’s

Sarah Jane Paillusseau started out in hospitality, where she met the previous owner of her now company, A Shade Above. As COVID-19 hit and they were both sent home from their jobs, the owner approached Sarah to buy the Hawaiian window treatment business. Knowing nothing about the industry, with intensive training, she was able to take on the company double the revenue in the second year of ownership—all while caring for two young children.

excited to attend his first IWCE next year.

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is expecting her second child in January.

RICHARD POPLIN 33, Regional Sales Manager WT SHADE, A DIVISION OF INPRO

JAY RAMIREZ 39, Founder VERAF

The window treatment industry has been Richard Poplin’s home for six-plus years, five of those at North Carolina’s WT Shade. He stays on top of design trends, safety, and sustainability and he’s passionate about ensuring designers are educated on the importance of window coverings. Richard serves as a sales leader for 23 states, a mentor to his co-workers and as a resource to dealers

Utilizing his 10 years of experience in the window shade industry, Jay Ramirez started Verafini, a service-based business to help dealers with installation, jobsite assessments, delivery, final measure and training. He operates out of South Florida, but his work has connected him with dealers and contractors across the U.S. and in countries such as Argentina, Canada and Haiti. While Jay has been focused on the industry, he takes time to

across the country.

be a March of Dimes ambassador.

OSHANE STERLING 30, Co-owner STERLING WINDOW DESIGNS

CHRISTINA TRAN 39, Purchasing Manager POLAR SHADES, INC.

After emigrating from Jamaica to Massachusetts’ Martha’s Vineyard in 2013, Oshane Sterling started his new life as a furniture deliveryman for a home furnishing store. Because of his performance and personality, he was moved to the window treatment department, again excelling in his role. COVID-19 saw a restructuring of the company as it was, so Oshane partnered with former boss Helen Koch to start their own business, Sterling Window Designs, in early 2022. He became an American citizen in 2019.

OLIVIA URSINI 33, General Manager COASTAL CONCEPTS LLC For more than three years, Olivia Ursini has been a key member of the Coastal Concepts LLC family. In this short amount of time, she’s grown from a freelance content creator to a companywide general manager and project administrator. Due to Olivia’s efforts, the company is now an Alta Window Fashions Diamond Premier-level dealer and a Color Lux Platinum partner. She won second place at this year’s Grace Awards for her Ingenious Installation entry.

Christina Tran has spent 16 years with Nevada’s Polar Shades, Inc., understanding the ins and outs of what it takes to operate and run a successful manufacturing roller shade business. While her primary role is purchasing manager, she does a lot of behind-thescenes work on a daily basis and refuses to step away from the office. Outside of her responsibilities, the other thing Christina’s as dedicated to is her dog, Pocki.

SHARON VAN GULIK 25, Branch Manager VAKO BLIND AND CURTAIN COMPONENTS In her position for nearly six years now, Sharon van Gulik has left her mark on a worldwide scale at the Netherlands’ Vako. She manages the daily operations of the American division of the company, as well as dealing with sales, customer relations, marketing, setting up international exhibitions and social media. She’s established a large network of contacts in her work in the window covering business and endeavors to make a difference as an ambassador for the industry.

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Brushstrokes of Genius Next Year’s Paint Hues Seek Serenity Now Choosing a color of year is not a decision to be taken lightly. Color should be fun, but with this selection affecting every business sector, companies make sure to look at the past while also trying to predict the future. Not an easy task! Let the swatch watch commence with some of the major players in the industry’s 2024 picks. Blue Nova by Benjamin Moore

With a darker take on blue, Benjamin Moore looked out of this world for inspiration when choosing its Color of the Year. Andrea Magno, director of color marketing and development, said, "Blue Nova—the winner, the star—was a color that really stood out to us … it was the duality within the one color that made it feel really right for 2024." It's only fitting that the company announced the galactic hue at Blue Origin's Orbital Launch Site in Florida.

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Color of the Year 2023 Blue Nova by Benjamin Moore

Skipping Stones by Dunn-Edwards Dunn-Edwards’ 2024 Color of the Year begs you to picture a quaint pond, a smooth stone and the peace to be found there. The choice was influenced by a call for balance and tranquility, the landscapes of the Southwest and nature’s healing touch. “Skipping Stones feels like a daydream and can add a sense of mystery and thoughtfulness to any space,” said the company’s color expert DeMing Carpenter. “It’s part of the resurgence of blue and represents a shift away from the bold, warm-toned colors we’ve seen gain popularity over the past few years. This blue is timeless and versatile, fresh and serene.” Upward by Sherwin-Williams Bliss out with Sherwin-Williams’ breezy new Color of the Year. Continuing the trend of creating spaces where we can breathe, clear our minds and hopefully find harmony, Sue Wadden, director of color marketing, said, “With this color, we invite our consumers to take a pause and infuse a new sense of ease and possibility into their spaces—one that doesn’t overwhelm, but rather establishes meditation and tranquility.” Viridis by Graham & Browne Literally translating to “green,” Graham & Browne’s pick for Color of the Year brings the outdoors inside in an elegant way. Viridis can make small spaces feel cozy and calm, while large spaces can take on a sophisticated air. The company stated, “the Color of the Year has been conscientiously curated to create a warm and welcoming space … It is a natural and uplifting shade, providing an inventive alternative to greige interior schemes.” Limitless by Glidden by PPG A mix of honey and beige, Glidden by PPG’s Color of the Year offers a new take on the golden hour. What makes this hue unique is its versatility: Limitless can function as a primary color or an accent. Glidden’s PPG color expert, Ashley McCollum, said, “Think of Limitless as a fresh and energizing take on a neutral. Limitless can be your main room color or act as an invigorating pop against warm and cool tones.” Sweet Embrace by Dulux The hype surrounding July’s “Barbie” might be in the rearview mirror, but the doll’s impact on design hasn’t waned. Dulux’s Color of the Year offers a muted take on the trend to emphasize pink’s sensitivity. “What’s so wonderful about Sweet Embrace is its soothing quality,” said Marianne Shillingford, the brand’s creative director and color expert. “Like a whisper of reassurance in a moment of stress, it has a visual softness that calms the senses and creates and atmosphere of serenity.” Thermal by C2 Paint Water and air—two of life’s bare necessities—inspired C2 Paint’s 2024 Color of the Year. While acknowledging the soothing nature of the shade, the company wants to highlight the energy the color evokes. Philippa Radon, interior design and C2 Paint color specialist, said, “This bespoke pale yet punchy blue is poised for adventure and brimming with hope … Its contradictory nature has the dual ability to uplift us and provide a sense of calm and tranquility.” Renew Blue by Valspar For the 15th anniversary of its Color of the Year, Valspar chose this cool gray blue that centers on balance and comfort—things everyone looks to bring more of into their lives. Director of color marketing Sue Kim said, “Blue is a classic shade that has become the new neutral for today’s home … Our home is a space where we are creating a sense of comfort and slowing down. Having one color adaptable enough to lead any design project helps consumers feel in control of their space and their vision.”

Orangeade

Mint

Lemon Drop

Desert Flower

Pantone Takes Over New York Fashion Week During September’s New York Fashion Week (NYFW), Pantone released its fashion color trend report for Spring 2024, including 10 extraordinary shades and five new core colors its Color Institute experts expect to see in designers’ collections. “Colors for NYFW Spring 2024 introduce a new interpretation of current times as memories of the past and a glimpse of the future bring hope for the present,” said Leatrice Eiseman, executive director of the Institute. 1. 2. 3. 4. 5.

Rooibos Tea Watercress Chambray Blue Orangeade Desert Flower

6. Pastel Lilac 7. Marlin 8. Lemon Drop 9. Mint 10. Capri

11. Mushroom 12. Quiet Shade 13. Brilliant White 14. Northern Droplet 15. Brush

“Colors for NYFW Spring 2024 inspire feelings of release,” Eiseman continued. “Opening the imagination and amplifying and liberating our own unique artistic spirit, they enable us to express ourselves in more inventive ways.” We can’t wait to see how these hues inform interior design!

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THINK AHEAD WITH THE LATEST IN

SMART HOME & TECH What’s new and noteworthy in motorized window treatments, audio/video and other home automation? BY JENNIFER LABOLLITA

Thousands of home technology professionals (including myself) flocked to Denver this past September for a look at the latest advancements that are redefining the smart home. This annual conference presented by the Custom Electronic Design & Installation Association (CEDIA) isn’t the only place to keep up with new residential tech trends, but I always find it’s the perfect starting point and a great way to get a firsthand look at the newest options. Time to Reimagine the Window We all love getting a view of the great outdoors through our windows. But two new products that really caught my eye are truly reimagining what a window can be and what it can do. LiquidView CEO Mitch Braff has leveraged his filmmaking experience to conceive a line of video windows that display outdoor scenes—the perfect solution for high-end residential or commercial spaces where windows and natural light aren’t feasible. The company combines creativity and technology to capture outdoor settings and display them as digital windows that change in sync with the time of day, pattern of the sun and

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window location. It’s partnered with Leon Speakers to deliver a digital window that mimics the real thing, creating the impression that the image is recessed into the wall, is made of tempered glass and sports whatever trim style best suits the space. I was also blown away by Hunter Douglas’ new Aura Illuminated Shades. Imagine a window shade with a second layer behind it, reflecting LED lighting from a dimmable light strip hidden in the shade’s headrail. The end user can change the color temperature of the lighting throughout the day, choosing warmer or cooler tones for the best balance with their natural circadian rhythm. This innovative system is in the test marketing phase now and I can’t wait for it to hit the market sometime next year. Window Challenges? No Problem! As a designer or installer, you’ve surely faced dilemmas like how to shade windows across corners in an elegant way, protect large exterior openings from the elements or power up motorized window treatments without unsightly wiring. A few of the manufacturers I visited at CEDIA displayed new innovations that solve common problems like these.

Specialized Shading is offering an interesting system specifically designed for handling window treatments that span both sides of the corner of a home. But the star of their booth, which outdoor specialist John Lara walked me through, was a 23-foot-wide motorized exterior Zipscreen shading system with a 2-inch-wide aluminum tube that can unroll the shade with no deflection in the fabric, thanks to technology that holds the fabric under consistent tension. To my knowledge, that’s been unheard of for shades of that width! If your clients want the convenience of motorized window treatments without bulky wiring, they’ll surely appreciate the latest Power over Ethernet (POE) roller shades from PowerShades. Territory manager Zach Crossland shared how this low-voltage patented system provides both power and communication through a single wire. PowerShades just released second-generation POE motors that can support shades up to 19 feet wide. And with all parts manufactured in the United States, Crossland said the company can offer installers and other professionals more margin. Now You See It, Now You Don’t One big challenge that many designers and installers face is how to use the latest technology to deliver the best possible window shading solutions, all while keeping that technology as far in the background as possible. But, of course, innovative manufacturers are continually finding new ways to make that possible. A prime example is the UniChannel pocket shading solution from Future Automation, one of this year’s Best of Show winners at CEDIA. UniChannel basically conceals window shades in the MDF body that’s already being built into the ceiling void, eliminating aluminum channels to provide a seamless look. The manufacturer says its “twistin” shade bracket mounting system is compatible with many other shade manufacturer offerings (not just their own) to provide a very versatile solution. Blindspace also showed off an impressive line of options for concealing window shading tracks in the ceiling. Gary Monkman, from the sales and business development team, explained how its Tracktrim system allows installers to recess manual or motorized window treatment tracks for a minimalist aesthetic. The company even offers curved sections for corners, curved walls, and bay windows and a patented Blindspace Safety Hinge that allows you to use side boxes to hide shade side channels or guide wires. And here’s a nice added benefit: Blindspace uses a Modular M Series box from Light and Shade Solutions that conceals and diffuses light transmission and even dampens the sound of the motor on automated shades. More Power, Connectivity and Control Just as you’d expect at an expo that showcases residential technology, there was no shortage of new innovations for managing home automation power, enabling better connectivity and giving homeowners more control. Savant won Best of Show awards for its new Power Storage 20 (an energy storage system that improves efficiency and enables homeowners to access clean energy sources) and its Smart Network (an artificial intelligence-powered wireless network solution). What I love about Savant’s solutions is the beautiful, intuitive interface that makes it simple to control so many facets of the home. And with inflation driving up everyday expenses, consumers will surely appreciate how new technologies like these can help them control energy costs.

Another popular stop for attendees and Best of Show winner was Crestron, which featured its OS 4 Crestron Home, a new operating system for smart home systems. Crestron touts this version as offering easier access to a homeowner’s most often used commands, more intuitive navigation, and more keypad and dimmer options. Whether at home or at work, we all expect connectivity across all the different devices we use on a regular basis. That’s what the folks at Thingularity are aiming to do with its Internet of Things platform. The company’s CEO and founder, Ratnesh Kumar, explained how the platform connects so many elements in the home—including technology, appliances and lighting—and is compatible with Bluetooth, Wi-Fi and Zigbee technology. But on the home automation front, I found Josh.ai to be the star of the show! The company just launched its AI-enabled Josh One platform, which can control up to a whopping 100 devices through an app or your own natural language voice commands. Between the terrific user interface, ease of use and integration with leading third parties (including Crestron, Lutron and Somfy TaHoma), it was easy to see why Josh.ai is capturing attention. The Future of AV Is Here Considering that most of us are consuming more and more content at home, a review of the newest residential tech wouldn’t be complete without a look at what’s happening in the world of audio-visual technology. Not surprisingly, the trend is toward ever-larger home theater screens with brighter displays and higher resolutions, as well as fully wireless so they can work elegantly and seamlessly in any location in the home. Here are just a few of the newest AV standouts designed for high-end homes: • Jupiter’s 21:9 flat panel displays available in sizes up to 105 inches, which the company touts as ideal for watching movies and shows made for the CinemaScope screen format, along with videoconferencing • The LG 97-inch 4K wireless OLED TV, which the company boasts as “the world’s 1st OLED with 4K 120hz wireless connectivity” • Furrion Aurora, a 4K outdoor smart TV with an anti-glare screen and weatherproof housing—the perfect addition to those outdoor living spaces we’ve all found ourselves drawn to post-pandemic With home automation now one of the hottest trends in home design and improvement, the possibilities for designers, installers and their clients are nearly limitless. And with technology continually pushing the envelope, you can expect new innovations to keep emerging, so stay tuned! V

Jennifer LaBollita is a seasoned marketing professional who’s been making her mark in the consumer electronics industry since 2012. Her career journey took her into the window covering industry, where she recognized the intersections between window coverings and technology. Jennifer is an engaged and active member of the Woman in Consumer Technology organization. Her contributions and dedication to the field were honored in 2019 when she was named the prestigious “Woman to Watch” honoree, a testament to her exceptional achievements and leadership in the industry.

V ISION

WRAP UP THE YEAR ON A STRONG NOTE

This year-end HR checklist can keep you on track with important tasks and deadlines With the end of the year fast approaching, it’s not too soon to begin thinking about all the human resource-related tasks you’ll have to complete before turning the page on 2023. Whether you’re self-employed or have staff—and whether you do all your work in-house or use independent contractors—you can’t afford to drop the ball. This year-end checklist can help you stay organized, meet deadlines and maintain compliance with ever-changing regulations. Confirm data for W-2 forms.

Handle year-end bonuses appropriately.

Check that all employee addresses are correct to avoid the time and cost of reprinting and resending W-2 forms. Confirm you have accurate social security numbers or employer identification numbers to avoid IRS penalties for filing incorrect forms. And be sure you’ve collected data on ALL types of compensation you’ll need to report, including reimbursed business expenses.

Since bonuses have additional tax requirements— and some bonus types can affect overtime paid to nonexempt employees—it’s best to pay them as separate checks or on a separate line item. Ask your payroll provider for guidance.

Confirm data for 1099-NEC forms. Check that you have correct addresses and taxpayer ID numbers for any independent contractor you’ve paid more than $600 during the year, since you’ll need to file a 1099-NEC for them. Be sure they meet the requirements to be classified as a contractor based on current federal and state laws.

Prepare for benefit plan changes. Many health insurance plans change effective December 1 or January 1. If you offer group health insurance, review any coverage or pricing changes soon and communicate them to your employees. If you buy your own insurance through Healthcare.gov, make sure you enroll, reenroll or change your health plan during open enrollment (November 1, 2023, through January 15, 2024).

Check for state tax rate or wage changes. Will new income tax rates or minimum wage rates go into effect in your state for 2024? If so, you’ll want to gather the necessary information and update your payroll system accordingly.

Update wage base limits. The wage base limits for paying federal and state unemployment tax, Medicare, Social Security and state employment taxes all reset on January 1 of each year. Be sure you apply the updated wage base limit to your payroll system.

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Stay current with regulatory updates. Now is a good time to confirm if the Department of Labor, Fair Labor Standards Act or other employmentrelated requirements have changed. Paylocity’s alerts page can help you stay informed of relevant updates.

Maximize your retirement contributions. Whether you’re a business owner that offers a 401(k) account or a self-employed professional with an individual retirement account (IRA) or a simplified employee pension IRA, check the contribution limits for 2023. If you haven’t made the maximum allowable contribution, consider adding more before year-end.

Update your employee handbook. The start of a new year is a great time to review your employee handbook and determine whether you need to revise or add policies based on changing conditions or updated labor and employment laws and regulations. Don’t have a handbook yet? Our sidebar offers suggestions for what to include.

Review employee PTO. If you offer paid time off (PTO), such as vacation and personal or sick days, remind employees to check if they have unused time that they’re eligible to take. It’s especially important if you limit or don’t allow them to roll it over to the next year.

5 ESSENTIAL YEAR-END FAQS Q: Which tax-related deadlines are coming up soon? A: J anuary 31 is a critical date to keep in mind since it’s the deadline for many tax filings. Here are some of the most important tasks to complete by the end of January: - Distribute W-2 forms to employees and file all W-2s with the IRS. - Distribute 1099-NEC forms to independent contractors and file all 1099-NECs with the IRS. - File Form 940 (Employer’s Annual Federal Unemployment Tax Return) for qualifying employees. - File Form 941 (Employer’s Quarterly Federal Tax Return) for wages you paid during the fourth quarter. - If you’re self-employed, pay your fourth quarter estimated federal income and self-employment taxes by January 15 (and fourth quarter state income tax if applicable). Q: W here can I find up-to-date wage and tax information for my state? A: I t’s essential to stay current with continually changing laws, regulations and other requirements specific to your state, especially if you have employees, since the financial penalties for noncompliance can add up fast. Paychex’s state-by-state guide is a useful resource for keeping up to date with an evolving landscape. Q: Do I need to pay sales tax this year? A: M any states and local jurisdictions require businesses to charge and pay sales tax on certain types of products or goods sold. The requirements can be complex and vary by state and by product type. If you sell physical products, it’s best to consult with an accountant to determine whether you need to collect and pay sales tax on those transactions, along with details on how and when to make those payments. Q: I ’m thinking about developing an employee handbook for 2024. What should I include? A: A n employee handbook is essential because it spells out an employee’s rights and responsibilities and helps protect the business from lawsuits. While every company’s needs will be unique, Paychex notes the following topics are among the most important to include in a handbook: - Company mission and background information - Policies that clarify employee rights under appliable federal, state and local laws and regulations - Policies around pay and performance reviews - Workplace policies (such as conduct standards, use of electronic devices, use of confidential information, remote or hybrid work policies and more) - Harassment prevention policy - Detailed employee benefits information - Any relevant legal disclaimers Q: Can I still claim the CARES Act Employee Retention Credit (ERC)? A: T his tax credit proved a lifeline for employers that retained and paid employees during the COVID-19 pandemic. And the good news is you’re allowed to claim the credit retroactively. So, if you met the eligibility requirements for the ERC but never claimed it, or didn’t claim it for every qualifying quarter, there’s still time to do so. The deadline for filing amended tax returns to claim the ERC for the second, third and fourth quarters of 2020 is April 15, 2024. You have until April 15, 2025, to file amended tax returns to claim the ERC for the 2021 tax year. This checklist (culled from Paylocity, Paychex, GoCo and the IRS resources) is meant as a general reference for year-end HR-related activities. You should consult an accountant, attorney or HR specialist for details.

V ISION

BUSINESS Development

Navigating

the Seas to Success Set yourself up for a prosperous new year by determining your route BY SAM BLAIR

As we approach the end of another year, the time is ripe to reflect on our accomplishments and challenges. For many of us, setting goals for the upcoming year is a cherished tradition. But, in a world that’s constantly evolving, how can we ensure our goals are not just aspirations but attainable realities? There are two pathways to build next year’s goals with unwavering confidence: Pathway 1, based on your successful year and market trends ahead, and Pathway 2, for those who may have faced setbacks and are determined to recoup and thrive.

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PATHWAY 1: Building on Success and Market Trends Imagine this scenario: You’ve just had a fantastic year. Your sales have surged, your team is firing on all cylinders and your products or services are in high demand. The temptation here might be to coast along the wave of success, but that would be a missed opportunity. Instead, channel that momentum into crafting a strategic plan for next year. Once you stagnate, your success starts to diminish and then you’re forced to pivot your strategies. Taking momentum and leveraging it for continual motion is where you need to stay focused. With that in mind, using data to help realize that momentum is a key part of continued success. Take note of the market trends. Are they shifting away from what made you successful this year? Keeping an eye out for where the highest yield for the efforts expended is what makes a sales team go from good to great!

1 Reflect on your successes.

Begin by taking a step back and analyzing what contributed to your success this year. Was it an innovative product? Stellar customer service? A well-executed marketing campaign? Identify these key factors and consider how they can be leveraged for continued growth.

2 Understand market trends.

To stay ahead, it’s crucial to keep an eye on market trends. Consumer preferences, technology advancements and economic shifts can all impact your business. Conduct thorough market research to identify emerging trends and assess their relevance to your industry.

3 Set SMART goals.

Once you have a clear understanding of your past successes and the evolving market landscape, it’s time to set goals. Use the SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) framework to ensure your goals are well-defined and attainable. For example, if your past success came from a standout social media campaign, set a SMART goal to increase your social media engagement by 20% next year.

4 Develop a strategic plan.

With your SMART goals in place, create a strategic plan outlining the steps needed to achieve them. Consider the resources required, timelines and potential obstacles. Align your plan with the identified market trends to ensure your business remains relevant and competitive.

5 Monitor progress and adapt.

Success isn’t static; it’s a dynamic process. Regularly monitor your progress toward your goals and be prepared to adapt your plan if necessary. Market trends can change, so staying agile and responsive is key to sustaining success.

PATHWAY 2: Bouncing Back From Setbacks and Tapping Into Trends Not every year goes according to plan and setbacks are a natural part of any business journey. If you’ve faced challenges this year, don’t lose heart. Pathway 2 is all about learning from these experiences and using them as a springboard for future success. These events cause us to apply critical thinking and deploy creative strategies for future success. Review these seven steps to implement your bounce-back strategies and dominate your market going into 2024.

1 Assess the reasons for setbacks.

Before you can move forward, you have to understand why you fell short of your goals. Was it a lack of resources, a poor strategy or external factors beyond your control? Identifying the root causes will help you avoid repeating the same mistakes.

2 Tap into resilience.

Resilience is a powerful quality that can turn setbacks into steppingstones. Use your setbacks as motivation to prove that you can overcome adversity. Embrace the lessons learned and view them as valuable assets.

3 Identify emerging trends.

Just because you’ve faced challenges doesn’t mean you can’t capitalize on emerging trends. In fact, a period of adversity can be a catalyst for innovation. Identify trends that align with your business strengths and leverage them to reinvigorate your operations.

4 Set realistic recovery goals.

Setting achievable recovery goals is essential for rebuilding momentum. Start with modest targets that can be reached within a reasonable time frame. As you gain confidence and traction, you can gradually aim higher.

5 Create a strong action plan.

Craft a strong action plan that incorporates the lessons learned from setbacks and aligns with emerging trends. Be sure to allocate resources wisely and focus on delivering value to your customers.

6 Seek support and expertise.

Don’t hesitate to seek support from mentors, industry experts or business advisers who can offer guidance and fresh perspectives. Their insights can be invaluable as you navigate the pathway to recovery and growth.

7 Monitor progress and adapt.

Just as in Pathway 1, monitoring progress and being adaptable are essential in Pathway 2. Continuously assess your recovery plan’s effectiveness, adjust as needed and stay attuned to evolving market trends. In conclusion, whether you’ve had a banner year or faced adversity, building next year’s goals requires careful planning and strategic thinking. By following either Pathway 1 or 2, you can set yourself up for success. Remember, the road to achieving your goals may have twists and turns, but with determination and a well-crafted plan, you can navigate it with confidence, ensuring a prosperous year ahead. V

Passionate about business development and window covering solutions since 2005, Sam Blair excels in crafting strategic revenue-generating pathways and fostering cross-functional team synergy. His extensive industry journey has equipped him with a holistic perspective to create comprehensive window covering solutions. With a background in direct leadership roles, Blair is dedicated to sharing invaluable leadership insights and helping you achieve your goals, whether you seek enhanced leadership skills or innovative window covering solutions.

V ISION

designer of the year

Look to Our Stars of the Industry

Join us in celebrating the 2023 Design & Workroom of the Year recipients

The Window Fashion VISION’s Design & Workroom Competition Award of Excellence winners are selected based on the level of design, detail and customization that their entries exhibited to our panel of distinguished window covering design and workroom experts. The number of winning projects submitted, along with the caliber of the design, are considered, as well as how well the project met the client’s needs. Other deciding factors are years in the industry, frequency of competition entries, continuing education and giving back to the industry.

Serving the greater Houston, TX, area and the surrounding areas, Susan Kostelecky has offered her unique skillset to the industry for nearly 30 years. Susan opened her own company, SK Designs, in 1995 as a retail window treatment business. She offers blinds, shutters, shades, window treatments, bedding, outdoor cushions and more. According to client Danny G., “She came to the consult loaded with ideas and observations from material choice to tieback ideas and everything was discussed in detail. All was installed with ease and efficiency in short order.” It’s no wonder that Susan also won first place for her entries in the Motorized Window Fashions and Decorative Hardware & Trim categories.

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workroom Addie Conte opened up Addie Designs, a soft furnishing fabrication and design studio, in 2014. She and her team strive to understand the unique needs of each and every client all the way throughcatered to home builders and real estate agents. On top of these specialized services, she continues to make a mark with detailed window treatments, custom upholstery, wallpaper and high-end shutters, shades and blinds. Addie also won first place in the Bedding & Pillows category.

Starting in 2024, the VISION Design & Workroom Competition will be known as The Grace Awards. As the Academy Awards of the industry, the goal remains the same: recognize interior designers and artisans who design and fabricate outstanding window treatments for their clients. Learn more at Grace-Awards.com.

V ISION

FLAIR NOVEMBER + DECEMBER 2023

PRODUCT SPOTLIGHT

SUREWIN Surewin has quality components at competitive prices from its Florida warehouse, with custom sourcing available. Plastic bead chain-in-rolls or continuous loops; numerous colors in all lengths, nickel-plated and stainless 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.

ONA DRAPERY HARDWARE COMPANY The 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 also available for all rod profiles. Be sure to look at our new acrylic rods, art glass finials and polished chrome finishes, in addition to our popular French rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. For a free catalog, please call 800-231-4025 or visit OnaDrapery.com.

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INSOLROLL For a clean, tailored look, Insolroll’s new Peak Valance delivers! The new Peak Valance offers a sleek, designer finish for roller shades with any Insolroll operating system. It comes fabric-wrapped to match any shade fabric or painted aluminum for a clean modern look. Available in medium 4" and large 4¾" sizes. Insolroll.com

PRODUCT

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TUSK Tusk, a refined texture perfect for open roll shades! From textured earth tones to the rich, warm colors of weathered sandstone cliffs, Tusk provides comfort and harmony to every space. Tusk is available in both light-filtering and blackout with a color-matched back, making it ideal for open roller shade systems. Texstyle.com/collections/tusk

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PRODUCT

COULISSE Coulisse introduces Square Semi-Open Cassette, a versatile solution for roller and double roller shades! This sleek and stylish cassette—crafted from a single, robust piece—seamlessly complements any interior, elevating both the aesthetics and functionality of your shades. Available in a choice of six sophisticated colors, it effortlessly enhances the aesthetics of any space while providing practical benefits. This cassette not only shields your fabric roll from dust, dirt and unwanted light, but it also offers various control options, including Twin Pull and Cordless child-safe manual controls, as well as the option for motorization with MotionBlinds smart technology. Experience the perfect blend of beauty and convenience today. bit.ly/SquareSemiOpenCassette

V ISION

MAKING MONEY

Work for You BY OLIVER SCHREIBER

When you can make it easy and less painful in the present moment for customers to buy your product, they’ll not only buy what they need but also what they really want. What customers want is typically more expensive than what they need. They might need a window covering for privacy, in which case a simple faux-wood blind could meet that need. However, they might really want interior shutters that cost more. It’s like being given the opportunity to level up from a Toyota to a Lexus or from a Honda to an Acura. Here are three things you can do to make more sales to end the year, and larger, more profitable sales.

1 DON’T CHARGE YOUR

CUSTOMERS MORE FOR PAYING WITH A CREDIT CARD OR A DEBIT CARD.

I hear all the time, “We only take cash or checks.” Or, “Our customers are all wealthy and they all choose to pay with cash or check. If someone must use a credit card, we upcharge them 3%.” According to NerdWallet, 78% of Americans make most of their purchases using either a debit or credit card. Knowing this, instead of telling people you need to upcharge them 3%, raise your prices across the board by at least 3%, and then reward folks who pay you by cash or check by saving them 3%. Perception is reality and 78% of Americans do NOT want to be asked to pay more for using their payment of choice. In addition, by incentivizing a better price for cash or check, you’ll close more sales, because

NOVEMBER + DECEMBER 2023 | wf-vision.com

this also gives you a built-in discount. When the customer inevitably asks you, “Is that the best you can do on the price?” You can answer, “Well, Mrs. Smith, if we can get together on the order and you’re willing to pay by cash or check, I can knock another 3% off for you. How does that sound?”

2 OFFER A MONTHLY BUDGET PLAN.

There are many finance companies out there that want your business. They have interest rates for the consumer that are lower than typical credit card interest rates of 18% to 24%. There can be fees to you, the dealer, but typically these are like the fees of a credit card, 2% to 4%. However, if you raise your price to the small percentage that these fees add up to, it doesn’t reduce your profitability. It makes it easier for your customer to say, “Yes.” Saying “Yes” to a monthly investment of $178 can feel much easier than saying yes to an initial investment of $5,500 today.

3 OFFER AN INTEREST-FREE OPTION.

During the first three quarters of 2023, our business had an average cash (cash, check or credit card) sale of $4,537.80. In that same time frame, our average sale for customers that took advantage of our monthly budget plan and 12-month same as cash option was $7,006.73. That average sale is 58% higher! When customers felt it was easier for them to commit to a smaller monthly fee versus a larger

deposit, they opted to get what they wanted— and all of what they wanted—instead of them only purchasing what they needed. Do you know who likes to hold on to their cash as long as they can? Wealthy people. We have found in our retail operation, the customers who choose the 12-month same as cash option are often the ones who have the most cash on hand. They like to keep their cash in their pockets for as long as they can. When they learn they can pay for the products over 12 months with no interest, it’s often what convinces them to move ahead with the sale. Giving customers multiple ways to pay for your service benefits both you and them. After all, helping customers get what they want will also help us get what we want. Add multiple payment options to your value proposition, talk about them early and often during your interactions with your potential customers and you may just find that you can put more sales, and larger ones, in the SOLD column! V Oliver Schreiber began his sales career more than 30 years ago and is CEO of Beltway Blinds in Washington, D.C., Maryland and Virginia. He leads a team that generated more than $11 million in sales last year. He has been a speaker at the International Window Coverings Expo, has received awards for being the largest-volume dealer with Alta Window Fashions for four years running and sits on the National Advisory Committee for a window covering group, Exciting Windows!. He can be reached at oschreiber@beltwayblinds.com