Window Fashion VISION March + April 2021

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W I N D O W T R E AT M E N T S & I N S P I R E D D E S I G N

Make It Better IN THIS ISSUE, LEARN HOW TO:

VOLUME 42, ISSUE 2 MARCH + APRIL 2021

SET OR MODIFY YOUR PRICING FOR HIGHER PROFITS MARKET YOUR COMPANY USING VIDEO MAINTAIN GOOD DESIGNER/WORKROOM RELATIONSHIPS AND MORE!

CUTTING THE CORD

TOP CORDLESS PRODUCTS FOR 2021

MOTORIZATION 101 UNDERSTANDING POWER OPTIONS

SOFTWARE SOLUTIONS MANAGE YOUR BUSINESS BETTER

BATHROOM CURTAINS

NOT JUST FOR WINDOWS

SMART WINDOW COVERINGS

40

Discover more

motion-blinds.com

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W IND OW FASHION V ISION MAG A ZINE President | Grace McNamara grace@wf-vision.com Editor-in-Chief | Sophia Bennett sophia@wf-vision.com Creative Director | Nichole Day nichole@wf-vision.com VP Marketing & Sales | Ania McNamara ania@mcnamaramarketing.com Industry Liaison Editor | Gail Gutsche gail@wf-vision.com Copy Editor | Maude Campbell maudedotycampbell@gmail.com Social Media Lead | Corina-Elena Buzdugan corina-elena@mcnamaramarketing.com

CONT RIBUT ORS IN T HIS ISSUE Sophia Bennett, Jude Charles, Amber De La Garza, Kathryn Dillon, Will Hanke, O’D McKewan, LuAnn Nigara, Christinna O’Brien, Lindsey Putzier, Michele Williams

DESIG NERS IN T HIS ISSUE Diana Apgar, Brenda Hite Baxter, Tracie Bresnahan, Stephanie Freeman, Tali Roth, Elizabeth Scruggs

SUBSCRIPT IONS 877.344.7406 • WFVision@pubservice.com

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

Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 3159 Hidden Lake Pointe Drive, St. Paul, MN 55110; Tel 651/330-0574; Fax 651/756-8141. Visit our website at wf-vision.com.

Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion VISION, PO Box 15698, North Hollywood, CA 91615-5698. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 2021 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5.

March + April 2021, Volume 42, Issue 2.

MARCH + APRIL 2021 VOLUME 42, ISSUE 2

ON THE COVER: Tracie Bresnahan with Custom Creations in suburban Atlanta made this window treatment for a long-time friend who wanted the bottom of the shade to fit the custom contour of her bathtub surround. Bresnahan made a custom template to engineer a pattern for the bottom of the shade, all while matching patterns with the cornice. The shade was motorized for convenience with a headrail made by Somfy and acquired from United Supply Co. Design by Julie Montgomery. Fabric from Kravet.

Photo by Christina Wedge

Go to Facebook.com/wfvisionmagazine for magazine updates

Keep up with all the news @WFVMagazine

Follow us and re-pin Pinterest.com/wfvisionmagexpo

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V ISION |

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contents : volume 42, issue 2

in this issue INSIGHT 18

To Plug In or Not To Plug In

Part two of this year’s “Motorization Playbook” series examines the three main choices for power supplies.

by O’D McKewan

20

Time-Management Strategies for Solopreneurs: Part 2

Minimizing interruptions and implementing simple business systems will help you get more done.

by Amber De La Garza

26

22

How Customers Are Trying to Find You in 2021

How Leaders Handle Hard Conversations

Companies need to focus on voice search to maximize search engine results and online marketing success.

Don’t avoid hard conversations; confront them head-on using these tips.

by LuAnn Nigara

by Will Hanke

30

Get Your Pricing Right for Success

Make and keep more money each year with this eight-point plan for getting your pricing right.

by Michele Williams

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28

How to Tell Your Story Using Video

Use Dramatic Demonstrations to quickly and effectively set yourself apart from your competition.

by Jude Charles

32

How to Collaborate Effectively with Your Workroom

An interior designer and workroom owner share the best practices they’ve developed for successful projects.

by Lindsey Putzier and Christinna O’Brien

contents : volume 42, issue 2

in this issue

INDUSTRY

I N S P I R AT I O N

34

Lessons in Leadership

46

An interview with Jay Steinfeld, founder of Blinds.com.

Bathroom Curtains: Not Just for Windows

by Sophia Bennett

Window coverings and custom shower curtains make for beautiful bathrooms.

36

by Sophia Bennett

Cutting the Cord

52

Modern cordless blinds are a functional, convenient and attractive choice for homes and businesses.

Hit the Floor

What designers need to know about rugs and flooring.

by Sophia Bennett

by Sophia Bennett

40

Setting Up Your Dream Workroom

The equipment and resources you need to set up your own workroom.

46

by Kathryn Dillon

44

Software Directory

Your guide to the latest tools available to run your business more efficiently.

16

FIXTURES 12

Grace Note

A word from our publisher.

14

Letter from the Editor

We help you "make it better."

56

Product Spotlight

16

58

Editor and reader picks for top products.

We pull back the curtain on our next issue.

New or Noteworthy

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What’s Next

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52

Motorization of Tomorrow, Today Introducing the latest in motorized shading technology – The Next Generation 5V Motor Collection.

Featuring Rollease Acmeda’s patent-pending ZERO motor head, delivering a truly wire-free experience and the smallest light gap in the industry.

Recharge with a universal 5 Volt micro-USB connection. Or continuously charge with Automate’s Next Generation Solar Panel.

Experience leading control through thoughtful touchpoints, the Automate App, or voice and smart home integrations.

Discover the next generation collection at AutomateShades.com Automate Radio Communication

A division of Rollease Acmeda

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welcome : grace note

A

year ago this month, we had no idea what we were getting into. Who could imagine that things would get as crazy as they did—but we survived and thrived!

It’s so interesting to see the aftermath of the first shock wave from COVID-19, and then how we all ended up a year later.

Fortunately for our industry, we had the advantage that people were stuck at home with nothing to spend their money on— except to improve their home environment, where they are now eating, working, teaching, exercising and doing everything in

between. The really great outcome is that their windows,

GRACE NOTE

their source to see the world outside, finally became really important. Rooms that were used for other things became

home offices needing light and glare control. Privacy and climate management became serious

issues. From the dealers and designers I have talked to in the last few months, almost all of them saw record growth in sales by the end of 2020 and a promising outlook for 2021. Hooray for window

See Jude Charles’ article about using video to tell your story (page 28) for more ideas.

talent and creativity of our industry. Please visit wf-vision.com for information on how to send in your projects. We will announce the winners in an online ceremony in June.

Our mission is to share solutions to your problems.

treatments!

I hope you benefit from our columnists as much as I do. Although

We also saw big growth in virtual and digital communication platforms. We discovered that we had to

admit, I always get great information that’s new or is a refreshing

find new ways to communicate with our customers in many

circumstances. Video, which is so important when you do it right, is one way to reach clients even when you can’t see them in person. Send thank yous to your customers in a video message in addition to a handwritten note. Create a short video talking about the latest trends to remind your customers about what’s new. They will remember and trust you! See Jude Charles’ article about using video to tell your story (page 28) for more ideas.

Professionals also had to find new ways to learn and communicate with each other. As a result, many events moved online and continue to operate in a virtual environment.

To that end, our team is

I’ve been running my business for more years than I want to reminder. I hope you gain great insight from our feature articles as well. I’ve enjoyed seeing the gorgeous pictures of window treatments and shower curtains for bathrooms (page 46) as they’ve come across my computer. And it’s been interesting to get up to date on software tools and technology that can help your business grow. See our content on software solutions (page 44) to navigate what’s best for you as we remain in this online environment.

Be sure to share Window Fashion VISION with your employees and colleagues. Go to wf-vision.com to subscribe to the magazine, our business e-newsletter and our new product updates!

Have a great spring and be sure to take our post-issue survey to let us know what you would like to see in future issues.

Warm regards,

very excited to announce

the opening of the VISION Design & Workroom

Competition Awards to

recognize and honor the

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Grace McNamara Publisher grace@wf-vision.com

The office has never looked so good.

welcome : letter from the editor

I

’m the oldest of four children. For most of my life, I relished my place at the top of the familial food chain. But on occasion, I wished I had an older sister to turn to with important questions—how to dress for a first date, or how to impress the popular kids in my class, or how to convince my parents to buy me a car when I turned 16.

Window Fashion VISION may not be as cool as an older sibling, but we are here to offer you sound and timely advice. The focus of this issue is “Make It Better,” and I hope many of these articles will help you improve your business.

Are you trying to shore up your marketing this year?

Read the contributions of two of our new writers: Jude Charles, who has some terrific ideas for telling your story through video (page 28), and Will Hanke, who tackles the important subject of voice search (page 26).

EDITOR ’ S LETTER

Do you need help managing relationships? LuAnn Nigara has advice for navigating difficult conversations (page 22), while 20 Under 40 Award recipient Lindsey Putzier partners with her colleague, Christinna O’Brien, to examine how to establish and maintain a solid partnership with your workroom (page 32).

ABOVE: Room design by Diana Apgar. Photo by Scott Johnson If you want beautiful pictures sprinkled with helpful tips, flip to our feature article on custom shower curtains and window treatments for bathrooms on page 46.

If motorization is top of mind for you right now, don’t miss O’D McKewan’s next article in our series on motorization (page 18). Or if you’re focusing on your finances now that Tax Day is approaching, you’ll want to read Michele Williams’ column on pricing structures—and think about how it can help you with your planning for next year (page 30).

We’re not all about practical advice. If you want beautiful pictures sprinkled with helpful tips, flip to our feature article on custom shower curtains and window treatments for bathrooms (page 46), as well as our update on trends with rugs and floor coverings (page 52). And we hope you enjoy our in-depth look at cordless shades (page 36), which also combines ideas and fun visuals.

With spring just around the corner and the COVID-19 vaccine in wider distribution, I hope your days are looking a little sunnier.

Take care and let us know what other useful information we can deliver in the magazine, on our blog, in an episode of VISION Seat or through our other programming.

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

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welcome : new or noteworthy

Australia-Inspired Designs Wilson Fabrics will be launching six new

designs of blackout and translucent

shade fabric in the U.S. this spring. The

new ranges are all made in Australia and inspired by the unique local landscape.

wilsonfabrics.com

New OR Noteworthy EDITOR AND READER PICKS FOR TOP PRODUCTS

EasyBalance Makes Life Easier Vako’s 20.04 Ultimate Roman Shade System aims to cut down assembly time for cordless and top-down bottom-up shades by as much as 20 percent. This is accomplished by placing five interchangeable control operations under one slim-line profile, saving purchasers on time and inventory. The key to the success of these new control options is the patented EasyBalance cord spool, which has the ability to fine-tune tension for a smooth, zerogravity operation. vako-us.com

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ORION

ORNAMENTAL IRON, INC.

Connected Solutions for Draperies

Elite Textiles & Fabrication Is Now Offering Two New Lines of Drapery Hardware in the U.S. The brand is selling CDH's (Canadian Drapery Hardware) Sahara 1 ⅛-inch collection and Venus 1 ½-inch collection. Both offer a wide range of finishes and decorative finials to fit any interior design style.

Motorization is an option for the Sahara collection and is available in chrome, pewter and black. draperyfabrication.com

Clarence House Reimagines Classic Designs Clarence House will celebrate its 60th anniversary by asking top interior designers to create a design moment using the brand’s popular patterns, both past and present. Designers have been assigned a decade to focus on as they create their stories.

Designers include past Window Fashion VISION featured designer Rayman Boozer (tackling the 1960s), Michelle Nussbaumer (looking back at the 1970s) and Drake/ Anderson (focusing on the 2000s). Look for Clarence House fabrics in Fabricut showrooms.

Offer your customers the rich experience of Somfy’s motors with the elegance of Orion’s luxury drapery hardware. Orion’s motorized traversing systems check all the boxes creating the perfect match of style and function. Time draperies to your schedule, create scenes to suit your lifestyle and combine with other smart home brands to personalize scenarios.

For the final touch, we fabricate and hand-finish all of our fascias. From traditional to modern, we are your go-to source for motorized decorative drapery hardware.

Rustic

Modern

Traditional

Motorization makes life easier at touch of a button

clarencehouse.com Are you aware of a product that’s premiering soon? Do you have a favorite product you’d like to tell others about?

Let us know! Email New or Noteworthy submissions to sophia@wf-vision.com.

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

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17

insight : o'd mckewan

To Plug In or Not to Plug In

Part two of this year’s “Motorization Playbook” series examines the three main choices for power supplies

I

BY O’D MCKEWAN

n this article, we will be taking a look at the differences between the three main choices of power options for motorized window coverings. Although there are a few different terms used to describe power options, in our industry, the main choices are line-voltage wiring, lowvoltage plug-in power supplies and battery powered. Each category has multiple options to choose from.

We will first look at one of the original options: line-voltage wiring. Line voltage is the voltage that is found in the wall outlets and junction boxes (J-Boxes) in a home or building. In North America, it is generally 120 volts of alternating current (120 v-ac). So when you are using line-voltage wiring, you are using all 120 volts to power the motor.

This is most commonly used for larger shades that utilize tubular motors, track

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motors and exterior applications.

There are three general choices for linevoltage wiring. The first and most

common is a three-prong plug that connects directly into a wall outlet.

This is the easiest option to use because it does not require an electrician to hook up and can easily be installed and serviced by an installer.

The second line-voltage wiring option is a hardwired power supply. This is

where the wire from the motor is directly wired into a J-Box by a certified electrician.

This is generally done when there is no room for a plug to stick out of a wall or ceiling, or they want a cleaner look.

Lastly, there is a combination of the two previous options, called a quick disconnect plug. This is when an

electrician wires a pigtail (short wire) into a J-Box and the other end has an inline safety plug that attaches to a safety plug that comes on the motor wire. This is usually done in commercial applications when the J-Boxes are located above the ceilings or on other sides of a wall. It can be used in residential and exterior applications as well. Choosing the correct line-voltage wiring depends on the availability of an outlet or a junction box nearby and your local electrical laws.

With the great advances with electrical components and the ability to make things smaller and smaller, the use of low-voltage motors is far more prevalent in our industry these days. A low-voltage motor needs a lowvoltage power supply. There are two types of power supplies: plug-in power supplies and battery packs. A plug-in power supply takes the line voltage (120 v-ac) and converts it to a safer lower voltage, generally 9 to 32 volts

(the voltage amount it drops down to depends on the motor being used). There are different power supplies for the different motors. You need to use the power supply specified for your motor by the manufacturer.

There are generally three types of plug-in power supplies: single motor, multi-motor and distribution panels. We will break these down in a future article. Like the

three-prong plug of the line-voltage motors, the single-motor power supply is the easiest to use and can be done by the installer without the need for an electrician. Certain multi-motor power supplies and most distribution panels are hardwired options and need to be installed by an electrician.

Lastly, the most popular power option for motorization is battery powered. There are two categories for battery power: replaceable and rechargeable. Each has multiple options available.

With replaceable battery-powered motors, the batteries have to be changed on a semi-regular basis (generally one to three years).

The motors are independent of the batteries and the client has the ability to purchase and change the batteries themselves.

The batteries are fairly inexpensive to change. Battery life is dependent on the type of the battery, the type of the motor and the size of the shade.

For the rechargeable option, it is either an internal battery cell that is built into the motor or an external battery pack that holds rechargeable batteries. These types of systems have to be recharged on a regular basis, typically once or twice a year.

Another option is the solar panel kit, which uses a solar panel to recharge the batteries as needed instead of plugging in a charger to charge the batteries. Either way, the average life span of a rechargeable battery system is five to seven years and is much more expensive to replace when it dies.

So, what is the best power option for a motorized window covering? As you can see, there are several choices and every application has its pros and cons. There is no one best solution for every project. That is why we have so many choices.

Become a Motorization Expert!

The WFCP MOTORIZATION SPECIALIST courses give you the knowledge and power to confidently specify motors for your client’s homes. Get up to speed with the fastest growing trend in window treatments and home automation!

THIS PROGRAM WILL TEACH YOU: √ Correct terminology, types of motors and controls. √ How to identify and suggest the proper power supplies. √ Specific installation techniques to minimize your costs and increase your profits. √ The latest technologies including voice control. √ How to integrate with other components including AV, HVAC and lighting.

SET YOURSELF APART – BECOME A WFCP MOTORIZATION SPECIALIST

Generally, plug-in power is more reliable and longer lasting than battery power. However, with the advancements in battery technology and the use of rechargeable power, that may be changing in the near future.

The next edition of Motorization Playbook will take a deeper dive into the rechargeable motor option. V O’D McKewan, the product coach for Window Covering World, is a master of motorization and a leader in the motorized window covering field.

He has over a decade of hands-on experience with motorized window coverings, including fabrication, installation and selling. Interested in learning more about motorization? Sign up for the Window Fashion Certified Professional FastTrack course on motorization at wf-vision.com.

Motorization courses and certification now available online. Sign up today!

WF-VISION.COM/FASTTRACK-CERTIFICATION

WindowCoveringWorld.com

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insight : amber de la garza

Time-Management Strategies for Solopreneurs: Part 2 Minimizing interruptions and distractions and implementing simple business systems will help you use your time wisely and get more done

BY AMBER DE LA GARZA

R

unning a business is no easy task. Just ask anyone who has gone the extra mile of starting a business instead of just dreamed of starting one. Running a business as a team of one is an even harder task because you are forced to fill the roles of numerous positions—whether you are qualified to fill them or not. Taking on so many roles demands a lot of commitment, research, energy and your most precious resource: time. That is why it is so important to invest your time wisely. In part two of this series, we break down four more timemanagement strategies that work for solopreneurs.

1

CREATE AN ENVIRONMENT THAT SUPPORTS YOUR FOCUS

2

When was the last time you were working so diligently that a bomb going off wouldn’t have fazed you? Where were you sitting?

What were you hearing? What was the temperature in your office?

When had you last eaten and what? What were you wearing? All of those factors and many more contribute to your ability or inability to focus. And when you block out time to work on your high-value activities, you want to be able to get into your zone of focus as quickly as possible so you can power through your tasks efficiently and effectively, then move on to your next high-value activity.

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There are few things more disappointing than having a scheduled block of time to work on a big project, free from distractions and interruptions, and you simply cannot stay focused. The key, then, is to identify the exact environment that you focus and work best in and re-create that environment whenever possible. That may mean facing a wall rather than a window, having classical music playing softly in the background, keeping all paper far from your desk or using a standing desk. You are unique and so is the way you work best. Lean into it.

MINIMIZE PESKY DISTRACTIONS

Creating an environment that supports your focus is important, but your effort is totally wasted if you constantly allow distractions to pull you out of your focused zone. That’s because succumbing to small distractions adds up to giant gaps in productivity.

There are two main kinds of distractions you should focus on minimizing: internal and external. Internal distractions occur when you shift your focus from one task to another, such as giving in to the temptation to check your social media account during work hours. External distractions are disruptions you are aware of but do not directly involve you, such as loud construction being done across the street, kids running through your office or the phone ringing.

To combat internal distractions, work on each task for a predetermined, manageable amount of time. Start with 15 minutes devoted to no internal distractions, then increase to 20 minutes.

Take a short break at the end of each time block and use those few minutes to check social media, grab coffee or buy supplies— activities that you otherwise would have kept thinking about if you had not scheduled time specifically for them. Continue increasing the length of your time blocks until you find your optimal block of focused work time.

To reduce external distractions, turn off all unnecessary notifications that tend to disrupt concentration. If you are unaware your phone just received a text or a follower just commented on your post, you will not be zapped out of your focus zone. If you know there will be construction across the street for a few days, grab your laptop and work elsewhere if you can, or wear noise-canceling headphones.

3

MANAGE INTERRUPTIONS EFFECTIVELY

Interruptions are another big focus disruptor and time waster.

Interruptions occur when a person purposefully draws your attention away from the task or activity you are currently working on. The average office worker is interrupted 73 times a day! While a solopreneur may experience fewer interruptions from bosses and co-workers, you certainly still deal with them. While controlling colleagues, clients, vendors and kids is not possible, managing interruptions is because you can control how you make yourself available to them.

To better manage colleague interruptions, post open office hours on your closed door. If needed, express to trespassers that these are the only hours you are available for questions, concerns or chitchat.

Similarly, you can set up a voicemail message and an auto-reply in your email account to let clients know that you will get back to them promptly during business hours, so they do not keep trying to contact you using different methods.

You can use checklists for just about any task you do on a recurring basis, such as planning an event, leading a meeting, onboarding a client, posting to social media and invoicing. You simply need to succinctly document each step you do in the proper order so you can follow the checklist easily any time you need to complete that task.

Embolden, italicize and underline words and phrases that you want to emphasize for clarity within your checklists.

Once you become adept at using checklists consistently and are ready to implement more business systems, take a stab at creating templates, workflows and standard operating procedures to level up your efficiency even more.

Being a one-person show in business is a huge undertaking that can be more stressful than rewarding at times. Your entrepreneurial journey will surely be full of varied challenges as well, but using personalized time-management strategies will equip you to tackle many of them. Use these ideas to help you reduce stress, enable focus, maximize time and, ultimately, increase your profits. V Amber De La Garza, aka The Productivity Specialist, is a sought-after coach, trainer, speaker, writer, host of the “Productivity Straight Talk” podcast and creator of the S.T.O.P. Leverage Formula. She helps small business owners improve their time management and elevate their productivity to maximize profits, reduce stress and make time for what matters most.

TheProductivitySpecialist.com Facebook: TheProductivitySpecialist Instagram: Amber_DeLaGarza

To help your kids respect your boundaries when working from home, schedule regular times to meet their needs and give them the attention they so desire. A statement like “Mommy can’t right now, but if you don’t come in this room again, I will come out and play potato heads with you for 10 minutes when the kitchen clock says 2 p.m.” can go a long way toward keeping your 5-year-old out of your hair.

To curtail vendor interruptions, schedule deliveries during specified times of the day and implement a new policy that vendors must schedule an appointment to meet with you. Express your request in advance and place a sign outside your door saying “Private work time. Please schedule an appointment.”

4

IMPLEMENT SIMPLE BUSINESS SYSTEMS

Slowing down to implement simple yet effective business systems will help you accomplish your repetitive tasks with more efficiency and free up time to focus on high-value tasks such as prospecting, serving your clients and business development.

A great place to get your feet wet is creating checklists. The benefits of checklists are numerous, but, most importantly, they tell you what needs to be done and in what order, so you don’t have to waste time thinking about what to do next. When you utilize checklists, your work will also be more consistent and you will make fewer errors.

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insight : luann nigara

How Leaders Handle Hard Conversations

Avoiding hard conversations only makes problems worse. Instead, confront problems head-on using these tips

BY LUANN NIGARA

O

wning a business often feels like you are the lead clown in a circus act.

You know what I mean:

“In the center ring, we have Joe the Clown and the amazing spinning plates trick!”

When you start a window treatment or an interior design business, it’s so much more than window treatments and design. It’s finances, marketing, social media, networking, hiring, etc. Each one of these is a plate that requires our attention to keep it spinning.

Some of the most important plates we spin are our relationships. If you’re like me, that’s usually a good thing. I enjoy speaking with people, building those valued relationships, and swapping stories and conversations. But maintaining those

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relationships comes with the good, the bad and the ugly.

When the ugly rears its head, you have to figure out how you’re going to handle it.

As much as you might like to avoid conflict, you can’t be a business owner without having the tough conversations and using the art of conversation to work through them.

TAKING THE EASY PATH LEADS TO HARD TIMES

There are times where letting things go makes sense. There are also times when that is absolutely not possible if we want to maintain our integrity.

We’ve all faced a situation where a vendor makes an error (or, worse, repeated errors) that reflect on our company and credibility.

When this happens, your reputation is on the line. Or what about when a

tradesperson speaks out of turn to your customer directly? They undermine or usurp you, or they create doubt about you and your directions.

And, as if the beast of a global pandemic wasn’t enough to deal with, it’s brought even more tough conversations for us. We’re facing new

extreme delays that we have no control over, creating tension, disappointment and uneasiness in customer relationships.

It’s created anxiety and apprehension with employees regarding protocols in our business. Each employee has various levels of comfort, and we as business owners have to figure out those levels and determine whether or not we can work with them.

We know we have to address these situations. When you avoid the tough

situations, you lose credibility as an

owner and a leader. If you don’t take

control of situations when you can, it’s on you when they spiral out of control. It also leads to a negative power dynamic. If customers lose faith that you can be relied on to do the right thing, they start to feel like they need to demand what they want.

That’s never a situation you want to be in.

When former Walt Disney Executive Vice President Lee Cockerell appeared on my podcast, he said something that stuck with me.

“When you only do the

easy things, everything else gets harder, but when you do the hard things, everything else gets easier.”

Coincidentally, that sentiment is something I’ve always lived by, although, admittedly, I’ve said it less eloquently—usually, “OK, LuAnn, time to put your big-girl panties on right now or it’ll only be harder later.” It’s better to tackle the hard issues now rather than waiting for them to fester.

When you boil it down, as the business owner, you are the leader, and it’s not always rainbows and butterflies. You have to be the example for your company because everyone looks to you. That means tackling problems head-on. They don’t go away on their own when you pretend they don’t exist—in fact, they usually just escalate.

But when you step up and face the hard conversations, it shows integrity. It sets the tone for how those around you will deal with you and gives you leverage in the conversations. Perhaps, most importantly, it shows a willingness to be collaborative.

HOW TO HANDLE HARD CONVERSATIONS

There’s an art to having these tough conversations—one that requires a measured approach and plenty of practice.

These are the steps that I have found lead to a successful outcome.

Face the problem in person: It’s best to have the tough conversations in person.

If that’s not possible, then have them over the phone. Email and text messages are not productive in these situations. You can be misconstrued or make the problem worse,

and you can’t respond in real time if the conversation starts to go sour.

Check your emotions at the door:

their side of things and give you a feel for their nonnegotiables so that you can look for a viable solution.

When tough situations arise, it’s time to use your mind, not your heart. You might be offended, scared or irritated, and that can cloud your judgment and keep you from finding the right solution. Keep your emotions in check and retain a clear, rational view of the situation.

Talk less, listen more: Just like in any conflict, it’s better to listen more and speak less. It will give you helpful information on what is really motivating their unhappiness, dissatisfaction and objections. It will also show you are reasonable: You are looking for common ground and are open to a solution.

Empathize: Very rarely do people do the

Use real-life examples: Don’t be afraid

wrong thing on purpose. Assume the best in the person you’re dealing with. Find a way to empathize with the other person, see their side and consider how that has affected their actions and motives. Be accepting and understanding that people make mistakes.

Find common ground: Where are the

areas where you can and do agree—even if those areas are small and have nothing to do with the crux of the problem?

Knowing these areas of common ground (and being able to highlight them) will be useful in showing your willingness to come to agreements. It also establishes a “team” feeling so you can address problems together and work toward peaceful solutions.

Look for a win-win: Nobody wants to

admit they are wrong. Nobody wants to be embarrassed. Even if the other person has made an error, give them grace. Show respect for the other party and search for solutions that allow them to save face. Not only will this make the conversation easier, but it will also build stronger relationships so they want to do the right thing by you in the future.

Establish your nonnegotiables:

Before you enter into the tough conversation, know exactly what you will and won’t do. Figure out your needs and objectives beforehand. You don’t want to be making tough judgment calls in the middle of the conversation. If you already know what your nonnegotiables are, you know right away if a solution is unacceptable.

Use the power of open-ended questions: Avoid yes/no questions or

questions that will allow the other person to shut down the conversation. Instead, ask open-ended questions to try to learn the other party’s motives. This will let you see

to employ real-life examples to illustrate how you have solved similar problems in the past, how you feel about the problem and why you are invested in solving it amicably.

Take the high road: Speak with

integrity and respect, no matter how they handle themselves. When you speak derogatorily, you lose credibility. Ears and minds close down when they are in defense mode. Don’t put people there by attacking them.

Clarify what you heard them say:

How often have you misunderstood a spouse’s intention and had a problem escalate because of it? The same thing happens in work situations. Don’t assume that you know what the other party means.

State what you heard them say and ask if you understand their side fully. This helps you avoid misconstruing the situation.

Ask for their solution: People tend

to avoid asking the other party what they would like to see happen because they think it will put them at a disadvantage. But this is helpful for a few reasons. The first is that in asking you learn what the heart of the problem is. It might be different than what you thought. The second is that just because you asked what they want it doesn’t mean you have to agree to it. The third is that you can use this information as a stepping stone to a solution.

I will add that beyond these advantages, it’s surprising how often you can actually simply agree to their ask. So many times when I have asked, “What would you like to see happen here?” or “What can I do to make you happy?” I’ve been able to say, “Oh, OK, no problem. I’m happy to do that.”

V ISION |

23

insight : luann nigara

Offer your ideal solution: Explain what you would like to

have happen. Include something they are asking for and what you are giving in return. Explain why you think it is a win-win. Be clear about what you are willing to do and what you cannot agree to.

This might be the end of the conversation, or it might be a step in the negotiation process. Either way, it moves the conversation forward.

Don’t rush the solution: Don’t think you have to offer a

solution in the first meeting. If, after having the hard conversation and gathering all the new information from their point of view, you need time to think and regroup, just say so. Express appreciation for the productive conversation, make it clear that

you want to work with them for resolution and let them know that you need to take a day or so to think about the best ways to honor the deal, the relationship or future projects. Tell them when you will get back to them and follow through.

Wrap it up the right way: Ask if they are satisfied with

the solution. Ask if they can see your desire to work with them, to be fair and collaborative. This ensures that you leave the conversation without any misunderstanding. Then, summarize everything again and make a plan together with dates and timelines so you can put the solution into motion.

If it sounds like a lot to remember, think back to what Lee Cockerell said. Taking the easy way out when conflict arises leads to worse problems in the long run. If you’re willing to lean in from the very beginning and tackle conflict the right way, you can establish yourself as a leader, preserve the relationships you need to keep your business running and inspire others to engage in more open resolution. V LuAnn Nigara is an award-winning window treatment specialist, a board member of WCAA and co-owner of Window Works in Livingston, NJ. Her highly successful podcast “A Well-Designed Business” debuted in February 2016. She has since recorded more than 600 episodes.

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MARCH + APRIL 2021 | wf-vision.com

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

insight : will hanke

How Customers Are Trying to Find You in 2021 Typing? That’s so 2020. Companies need to focus on voice search to maximize search engine results and online marketing success

BY WILL HANKE

M

y wife and I unknowingly bought each other new Fitbit watches for Christmas. These watches can show me my text messages, make phone calls, track my heart rate and play my favorite books on Audible. They’ll even tell us what time it is!

We’re now talking to our wrists like we’re Maxwell Smart, and we’re not alone. Around 3.25 billion people will use some form of voice search this month. Many will use it multiple times a day. Currently, nearly 78 percent of people that use smart devices for search say it has become a normal part of their daily routines. It is estimated that over half of all U.S. households will have at least one smart speaker by 2022.

26 | MARCH + APRIL 2021

| wf-vision.com

These voice assistant devices, whether they live on your phone, living room table or wrist, have now become an integral part of our lives. As business owners, it’s important that we recognize this trend and adapt our companies so we can leverage it for growth.

Here are a few ways to take advantage of this change in customer behavior.

FIRST, MAKE YOUR CONTENT PERSONAL

Alexa, who does drapery cleaning near here?

OK Google, where can I get a chair reupholstered in Denver?

Hey Siri, find me a blind repair shop close by.

If you want your company to be found when someone asks a question like those listed above, you need content, and that content needs to have a conversational approach to it. It should

speak to a specific person or persona. Personas give us specific information about a customer that tends to spend, so “talking” directly to them on your website and social media just makes sense.

It’s also important to think about the ways people ask questions.

Don’t forget about speech patterns like “near me,” “close by” and “in (city or other location).” Additionally, remember keywords like “best” and “top” to inject your business more often into those queries.

THINK MOBILE, THINK LOCAL

When looking at the analytics for our clients, most of them have 60 to 70 percent of their website traffic coming from mobile devices.

People are using their desktop PCs less and less, as they can get information without the drudgery of having to actually sit down and type (oh the horror!).

Optimizing your website by mentioning local city names or landmarks and embedding a map will go a long way toward teaching Google where you’re at and they’ll use your content to answer voice searches in those areas.

BECOME THE ANSWER

When it comes to creating content that gets you found more often, consider using a tool like AnswerThePublic.com to see just what common questions people are asking. Then write a post that answers it in detail. Become the subject matter expert (in their minds) when it comes to that topic, and when they need help, they’ll already know who to call.

PLAY ON THEIR PLAYGROUND

If you want to persuade someone to do something, you first need to get their attention. Google Maps’ playground is its business program, called Google My Business. Claiming and optimizing your business profile on this platform is critical.

But the smart kids use their new Posts option, which lets you add content that shows up directly on search results when someone searches for you. There, you can post updates on sales, links to your content and even promote events.

GET NERDY

The real winners will be those that use a few technical skills to optimize their websites with nerd code called schema. This information is formatted just the way the voice assistants like it and will make your business even more discoverable to all. In here, you can add things like your hours and address, and even highlight products and reviews. Schema is that great next step to really start to set your business apart from your competitors.

It’s fair to say that optimizing your online presence for more leads requires that you turn your efforts toward voice search. Building a multifaceted approach makes data-driven companies like Google happy, which will reward you with more phone calls, contact form requests and, ultimately, a better-looking bottom line. V Will Hanke owns Window Treatment Marketing Pros, a digital marketing firm that helps window covering and awning businesses generate more leads. With 24 years of search experience, he gives business owners across the U.S. a great advantage in growing in their market.

WTMarketingPros.com

V ISION |

27

insight : jude charles

How to Tell Your Story Using Video

Use Dramatic Demonstrations to quickly and effectively set yourself apart from your competition

BY JUDE CHARLES

W

“

hy should I do business with you versus any and every other option available to me?”

That’s the No. 1 question on your customers’ minds before they ever call you or send off an inquiry email.

Never before have customers been so well-equipped to do their research and make their own choices. And there is a giant wall of skepticism up because those same customers have had nightmare experiences that they wouldn’t like to repeat.

So, what can you do differently to stand out and build trust immediately? Create a video that shares your story and demonstrates your expertise. Doing this will help you effortlessly attract your ideal customer and

28 | MARCH + APRIL 2021

leapfrog ahead of your competition.

While many people want to share the same boring story about how passionate they are, it’s more convincing to demonstrate what makes you different so customers can see for themselves how passionate you are.

STORYTELLING IS KEY

First things first, let’s understand what it means to tell a story. When you’re telling a story, you’re telling me about a very specific moment in time. If you say, “We strive for creativity, integrity and great customer service,” that isn’t a story. It’s a statement.

A story would be something like this: “It’s hard to forget that one day that changes your life forever. On May 4, 2006, a teacher recognized my talent and encouraged me to launch a video production company at 17 years old. She even went as far as handing me a yellow envelope with my first set of business cards inside. That moment gave me the courage I needed to get started.” This happens to be my story about the specific

| wf-vision.com

time that I became an entrepreneur.

OK, so you understand what a story is, but how do you bring a story to life using video? By creating what I call Dramatic Demonstrations. Dramatic Demonstrations give potential customers a threedimensional view into your world as an entrepreneur.

DRAMATIC DEMONSTRATION 1: CAPTURING BEHIND THE SCENES

Here is where you pull back the curtain on your business. Yes, you might be an extremely polished, powerful entrepreneur, but you also have unique quirks and interests that make you human. Filming “behind the scenes” of how you’re able to do what you do, all while telling your origin story, helps consumers better understand and see what makes you different.

Here’s another example: Instead of telling people how detail-oriented you are, show them a moment where you’re visiting a vendor and looking back at notes you’ve

made to make sure they got the order right. At that moment, they’ve seen it for themselves. Their skepticism slowly begins to melt away.

DRAMATIC DEMONSTRATION 2: CREATING A LIVE ILLUSTRATION

Sometimes it’s impossible to capture behind-the-scenes moments, but there’s still a way to demonstrate the point you’re trying to make in your story using tangible objects.

Let’s go back to the example of being detail-oriented again. Recently, I was on the “A Well-Designed Business” podcast with LuAnn Nigara. She talked about having a process where she visits each client with black, blue and green pens. I asked her why. She told me the story of working with another interior design firm where a miscommunication cost her business money and delayed the project.

She uses the black, blue and green pens to keep track of all changes during each visit. She then shares this information with other vendors and team members to make sure everyone is on the same page.

For the video, I would start the film with a close-up shot of the black, blue and green pens sitting on top of a clipboard with sheets of white paper (this creates a bit of intrigue). Then, go into the story about a specific moment when something went wrong. Instantly, these two things give you a clear understanding of what will happen throughout your design process and why it’s going to happen.

Here is where it’s possible to use all three Dramatic Demonstrations at the same time. Let’s say you don’t think anything is compelling about how you started the business, but there’s an excited customer who has worked with you and can share their own story of why they loved using your business.

We can see behind the scenes of your process as you walk through the house or visit vendors on behalf of the client. Then we see a “live illustration” of you working on a real-life puzzle, because a remodeling project is like putting the right puzzle pieces together.

Last, we see the finished project with the client elated about how it came out. Of course, throughout the video, we’re hearing the customer explain what the experience was like, what fears they had initially, how you overcame those fears throughout the journey and what it means for this to be completed.

Hearing something said 1,000 times is not as powerful as seeing it once. Read that again. It’s the most important takeaway from this article. Now, start creating videos that tell your story today. In the next issue, I’ll go more in-depth on how you can find the stories that make you unique. V Jude Charles is a filmmaker and brand strategist. For more than 15 years, he has been producing stories for purposedriven entrepreneurs and brands such as Google, Steve Harvey and Coldwell Banker. He digs deep to find compelling stories that no one else knows and then leverages those stories to scale your business.

DRAMATIC DEMONSTRATION 3: WALK THROUGH THE JOURNEY OF TRANSFORMATION Show potential clients what a home was like before working with you, after working with you and, finally, what life is like for the customer now that they have a great final result.

JudeCharles.co LinkedIn: JudeCharles

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V ISION | blocwand a5 landscape - aug2020 -vision.indd 1

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17/08/2020 11:44

insight : michele williams

Get Your Pricing Right for Success

Want to make more money and keep more money each year? It begins with this eight-point plan for getting your pricing right

M

BY MICHELE WILLIAMS

y phone rings and my email explodes at the beginning of the year and around tax season. Why? Everyone is looking at their financials and wondering how to make more or how to keep more.

These are great questions to ask. But here is where you need to be alert: Your financials only show us the outcome of the choices you made in the documented time frame. To get the results—and the great pay—you want, you have to make good choices up front. You must start with great pricing.

You may be asking, “OK, so how do I do that?” I remember when I began my window treatment business back in 2000; I did not sit down and do a full business and marketing evaluation before beginning.

I simply chose a number and moved forward. Needless to say, that number did

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not serve me in the short term and would not have done so in the long term either.

Pricing and marketing go hand in hand.

Here is what I say and teach all the time: The way to make money is to sell the right product/service at the right price to the right person—then manage the heck out of it.

Seems simple, and it is. However, putting this into practice takes more than selecting a price out of thin air. Once you have an idea of your ideal product/service and your ideal client (yes, get these figured out early), you can work on ideal pricing. You will know your pricing is ideal when you are able to provide value and service in a way that leaves the customer delighted and you and your team delighted and paid fairly as well. Here are some very tactical exercises to help you get to these feelings of delight.

MARCH + APRIL 2021 | wf-vision.com

1

KNOW YOUR OVERHEAD COSTS WITHOUT PAYROLL AND LABOR

What does it cost you to be in business? Make sure you include the cost to keep the doors open, pay all the necessary bills to keep the business afloat and cover all the taxes. This may mean really being honest and paring down your business to the lowest level of requirements that allow you to give the product and service you want your company to be known for. Make sure you consider maintaining the brand you have built in these costs.

2

KNOW YOUR PAYROLL AND LABOR COSTS

What is needed to pay the people that support your business and serve your clients? I like to look at this cost apart from the overhead because it gives me the ability to analyze the people in my company separately from the technology and physical needs of the business.

3

KNOW YOUR COST OF PRODUCTS

Knowing your raw materials or cost of goods/services will be huge in determining your pricing structure. Without this cost, it is easy to assume we made money that is going right out the door to pay vendors. Later, you can use multipliers and margins to tweak your pricing, but it all starts with knowing the cost of the goods you will be selling.

4

KNOW THE COST TO ACQUIRE YOUR CLIENTS

Getting new clients comes with a cost. For some, it could be ad spending for social media or print. There is also a cost if you are paying for marketing or copy assistance.

If you are paying out $1,000 to get a client, then you know their purchase price with you must be above that for you to make money.

But when you don’t know the cost to acquire new business, you can struggle with when and how to market and advertise to know if the return on the investment is worth it.

5

KNOW THE COSTS TO KEEP YOUR CLIENTS

Once you have a client, it is so much easier to continue to market and sell to them than to go after a totally new client. See your answer to number four above. Research shows that it can cost six to seven times more to get a new client than to keep a current one. Look at everything you do that entices a client to stay with you and purchase more. What is that cost?

6

KNOW YOUR TAX BURDEN

When you go into business and make money, you are going to pay taxes. Make peace with that. Don’t try to build a business that pays no taxes. Businesses that do this have huge cash-flow issues and usually are not paying the owner well at all. If you know the tax implications of your business and save for them appropriately (ask me about the Profit First Method), then you won’t mind making more and paying more. What you don’t want to do is ignore taxes and either not pay them or not fit them into your perfect pricing equation.

7

When you know all of these numbers, grab a calculator and add it up. This should give you a good idea of

how much money your company needs to bring in for revenue to make all your goals work. Using this number, calculate your pricing.

Be aware of the hours worked in the business. How long does each product take to order or make, receive and install? Building your pricing structure on an overall business financial plan makes all the difference.

Let your pricing work for you. When you consider the answers to all the above, you will begin to see that pricing is not created by just marking something up or using a margin calculator. Those are helpful tools, but they don’t tie together your financial plan and goals for the business.

Once you have your pricing dialed in, serve your clients well. Clients will pay more for an excellent transaction that makes them feel cared for and appreciated. There are tangibles and intangibles that are worth something. Identify what your company brings to the table and how you deliver it best—then price with that and everything discussed here in mind. V Michele Williams is the owner of Scarlet Thread Consulting, an advisory and coaching firm focused on profitability for the interior design industry. She works with designers to scale and grow their firms with ease so that they can reclaim their time and be paid a consistent salary.

She is also the host of the popular podcast “Profit is a Choice.”

ScarletThreadConsulting.com Facebook: ScarletThreadConsulting Instagram: ScarletThreadATL

KNOW HOW MUCH PROFIT THE COMPANY NEEDS

Yes, the company can make profit above and beyond your salary—and it should! But as I say on my podcast weekly, profit doesn’t happen by accident. Make a plan to profit and build it in. Profit allows you to reinvest in the business without impacting your salary or distributions. This can be used to purchase machinery, move into a bigger location and invest in transportation or new hires. It can also be used for bonuses to you and your team.

8

KNOW YOUR SALARY REQUIREMENTS FOR LIFESTYLE CONGRUENCE

It amazes me when I ask someone what salary they want in their business and they say they don’t know. You would rarely look for a corporate job and not have salary requirements as part of your decision-making process. Look at the bills that need to be paid in your home. What do you need to bring home after taxes?

Use that as part of your pricing plan. It matters.

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31

insight : lindsey putzier + christinna o’brien

How to Collaborate Effectively with Your Workroom

An interior designer and workroom owner share the best practices they’ve developed for successful projects

BY LINDSEY PUTZIER AND CHRISTINNA O’BRIEN

T

he designer/workroom relationship is a crucial part of your interior design business. Learning how to collaborate with your workroom not only makes both of your jobs much easier, it improves the final outcome for your clients, which, in turn, increases client satisfaction. It’s a true win-win!

Over our many years in our respective businesses, we’ve found several things that work and don’t work when it comes to establishing and maintaining the designer/ workroom partnership. We’ve broken our specific tips down into three broad categories. We hope these will help you create better relationships and happier clients.

COMMUNICATION IS KEY

If your workroom has window treatment design templates, use them. These templates aren’t there to complicate your life—they’re how your workroom keeps

32 | MARCH + APRIL 2021

their orders straight. If your workroom does not have templates, make your own and share them. Write out all of the important measurements and other information you always provide the workroom in a spreadsheet or document, then save it as a template. Save as a new version every time you need to use it.

Be specific about what fabric you plan to use for your window treatments. Send a photo of the fabric you’re using to the workroom with your request for an estimate. Also include the fabric repeat and fabric content, which is a vital part of your workroom’s pricing structure. Certain fabrics will not work on certain treatments. There may be an additional charge for specific fabrics if they require hand-sewing. Some fabrics also require different linings, which the workroom can recommend. If you’re unsure of whether a fabric is appropriate for a window treatment, send a sample to your workroom so they can provide their feedback.

If you make changes to your designs, communicate those changes in writing via email. Do not text change requests.

Remember how irritating it is when your clients send 200 texts? It’s just as irritating for your workroom.

Invest in a window treatment rendering program or learn how to hand-sketch your designs for your workroom. You may have a vision in your head of where you want those pleats in a contrast pleat valance to go, but your workroom can’t read your mind.

A visual can really clear up any ambiguity in your design.

Ask your workroom for a timeline, then double it for your clients. Most workrooms are small operations, just like your interior design business. When you get sick, things get delayed. If your computer breaks, you can’t send out orders. It’s no different for a small workroom. Always under-promise and over-deliver, and your clients will be thrilled.

Photo courtesy of Libeco

| wf-vision.com

RESPECT IS CRUCIAL

Trust your workroom. If they tell you a fabric is too thick for drapery or will sag on a valance, believe them. They’re the experts. They’ve dealt with thousands of fabrics over the years and have the horror stories to back up their knowledge.

Similarly, if your workroom provides a timeline for completion, there is no need to call or text them daily to find out about progress. They likely have a queue and will get to your window treatment when they’re done with the work that’s before yours in line.

It’s important to realize that just like designers, workrooms have multiple clients and projects going on at one time. Do not expect your workroom to put your project ahead of other paying designers’ work; it’s not fair to other designers.

site and take their own measurements. Being off by even ⅛ of an inch can be disastrous for certain treatments, like interior-mount roman shades.

If you don’t know something, ask your workroom. A good workroom will share their knowledge with you because it makes both of you better. A knowledgeable designer who puts together a clear, complete request for an estimate makes the workroom’s life so much easier.

Educate yourself on the various kinds of window treatments, fabric contents and hardware that you sell. Reading Window Fashion VISION is a great start! V

Just like any other business, workrooms have business hours. Your workroom enjoys 10 p.m. texts on a Saturday as much as you do.

Mistakes happen. Whoever is responsible needs to cover the rework costs. Do not expect your workroom to hem panels for you for free if you are the one who measured incorrectly. Alternately, if your workroom messes up, realize that they are human, and luckily these talented humans can rework most mistakes. There’s no need to badmouth the workroom to your client.

Pay your workroom as soon as the window treatment is finished.

KNOWLEDGE IS POWER

Learn how to accurately measure. There is a technique to this, and most workrooms can lend a hand when you’re starting out. If you feel unsure, request that your workroom or installer come to the client’s

Lindsey Putzier is the owner and award-winning principal designer of Eclectic Interiors in Hudson, OH. She specializes in eclectic, colorful designs and is always encouraging her clients to push their color boundaries.

Her timeless, layered aesthetic freely mixes vintage and contemporary styles. eclecticinteriors.biz Facebook: lindseyputzier Instagram: lindseyputzier Christinna O’Brien founded Laurel Brook Designs, a custom to-the-trade drapery workroom, in 2004 after stepping away from a successful career as a marketing manager for a Fortune 100 company. She has a passion for fabric, color, decorating, sewing and helping others. She loves collaborating with interior designers to make their visions reality for their clients. Laurel Brook Designs provides measuring, fabrication, hard treatments and installation.

LaurelBrookDesigns.com

V IS I ON SE AT is a biweekly Facebook Live broadcast that gives you a look behind the scenes of the window coverings industry. Host Sophia Bennett, editor-in-chief of Window

Fashion VISION, and special guests highlight trends, movers and shakers, educational opportunities, suppliers and other information you need to make your interior design practice stronger.

VISION Seat is moving to every other Wednesday at 4 p.m. eastern beginning March 31. Find it at facebook.com/wfvisionmagazine.

industry : lessons in leadership

Lessons in Leadership with Jay Steinfeld, Founder of Blinds.com

BY SOPHIA BENNETT

J

ay Steinfeld’s first business venture— selling custom T-shirts as a high school student—put him on the path to an even more impressive entrepreneurial success: founding Blinds.com, which was acquired by The Home Depot in 2014.

“With their enormous buying power, skilled operational excellence, over 2,000 stores and significant cash support, we’ve become a formidable powerhouse,” he says.

Steinfeld left the company in May 2020 “not to retire, but rewire.” He’s joined four boards, started mentoring students at Rice University’s graduate school of business and written a book. “Lead From the Core: The 4 Principles for Profit and Prosperity” (BenBella Books) is scheduled to be published in October.

Drawing on more than 35 years of experience selling window coverings, Steinfeld talks about how he got started, the rise of ecommerce and

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MARCH + APRIL 2021 | wf-vision.com

what he sees for the future of the industry. He also offers his take on how to be a great leader in an article at wf-vision.com.

Draperies, Bedspreads & More. We were both shop-at-home decorators working six to seven days a week, with one to four appointments a day.

How did you get into the window covering industry?

How did you move from those small stores to what would eventually become Blinds. com?

When I worked as the vice president of finance at the national franchiser Meineke Mufflers, we started looking into franchising businesses other than muffler shops. One such business was window coverings.

Eventually, Meineke was sold, and the new owner, a car parts manufacturer, wanted no part of franchising anything other than muffler shops. In fact, they wanted no part of me either. I was fired immediately after the sale.

The idea of owning a window covering store remained, and in 1987, my wife, Naomi, began running her own. After a year, I joined her to own and run one of my own. Neither of us had any clue as to how to sell window coverings, but the two stores were part of a franchise begun by the former owner of Meineke, who partnered with a long-time chain of stores called Laura’s

In 1993, I read in a trade magazine— probably yours—an article written by Rory McNeil about the “information superhighway.” I didn’t have a vision as to what the internet would become, but I thought it was worth experimenting with my own website for Laura’s—especially because it cost only $1,500 for that website.

The next year, Amazon started selling books online, so I got the harebrained idea that I would sell blinds online too. Everyone told me it was lunacy.

Customers had to measure and install themselves, and we did not send color samples. We mitigated the color problem by selling, at first, only white and off-white, and only metal, wood and vertical vinyl blinds.

My goal was to make buying blinds and shades a no-brainer, so I called it NoBrainerBlinds.com. And because we were first, I touted us as “The World’s Most Popular and Trusted

Online Source for Blinds.” It was run out of my home at first, and in another attempt to make us appear larger than we were, I referred to my home as One Brainer Tower.

The calls came to my Laura’s showroom. While I was busy with my shop-at-home appointments, my showroom manager would tell prospective customers, “All our customer service representatives are busy.” Then she’d call me and, from my car, I’d call back the prospect from my large cellphone and answer questions, guide them to the proper solution, write the order on a pad, take that order back to the store and run the credit card through. For the many people who were scared to use their credit cards, I’d have to wait for a check to arrive.

We were competing mostly with the 800-number catalog companies such as American Blinds and Wallpaper Factory.

Going online gave me a chance to compete with them. What made us different was that, at first, I took all the calls. I knew the technical aspects of blinds and how to sell them. But it was my focus on service, based on my face-to-face dealings with customers, that separated us from the mail-order catalog companies. We truly cared about our customers and knew service was a big part of the equation.

As we grew the company slowly but surely, we added Blinds.com to our portfolio. In January 2014, we sold to Home Depot.

What are the most pressing issues in the window covering industry

today, and how can leaders address them?

The industry has been consolidating over the last 10 years, including and especially the manufacturers. Having fewer choices of where to buy your products causes prices to rise. Plus, some manufacturers penalize you for not buying exclusively from them.

The way to combat that is to put less emphasis on what brands you sell and more emphasis on yourself. Customers should come to you because you are the expert, can guide them to the right solution and provide differing brands for differing customers.

Brand yourself and your company, not your products. In your marketing and presentations, highlight your expertise (e.g., motorization, high rises, etc.) and service. That also helps you compete with everyone.

A second important aspect is that people are increasingly impatient and want immediate gratification. It’s something that’s always been a factor, but today, with Amazon providing same-day delivery, people expect speed. You are no longer compared to other window treatment retailers but to Amazon.

You must create ways for customers to quickly set up appointments—and be willing and able to make contact almost instantly. Have a healthy assortment of products that are made in days and can be received within days. Focus on speed in all aspects of your business, and you’ll quickly see a bounce in business. V V ISION |

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industry : cutting the cord

J Geiger’s R Series shading system

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Cutting the Cord

BY SOPHIA BENNETT

W

hether consumers are seeking safety, convenience or just a great-looking window covering, cordless shades are a great option—and a booming category.

since many products now come with a warranty. If you hear rumblings that cordless shades are too expensive, remember that quality counts—and that, sometimes, this complaint comes from the fact that many cordless shades are motorized, which adds significant benefits but does make them more costly.

If you’ve ever heard hype about cordless shades being an inferior product, throw that out the window. “Cordless shades historically have received negative PR around reliability,” says Kevin Mayer, director of strategic business development at Rollease Acmeda. “Springs would lose tension or limits would drift. Resolution was not a simple task and required a professional repair.”

When consumers hear the words “cordless shades,” they may picture the less functional window coverings of old. “Remember the roller shades that would zing up and wrap around the dowel and never really worked?” says Clements.

“Cordless roller shades have come a long way from those days. (They) have smooth, controlled lifting capacity and hundreds of gorgeous decorative fabrics.”

This misconception may come from the fact that not all cordless shades are created equal. “A client will see a cordless shade from a big-box store and wonder why it is so much cheaper than a custom EcoSmart shade,” says Kelly Clements, president of EcoSmartShades.com. “The reason, of course, comes down to the quality of the components and craftsmanship. I like to point out the fact that most box store shades have closed headrails hiding the interior components. There is a very good reason for this. Their components are not made accessible because it is a throwaway product. When it fails (and it will fail), that shade will be in the landfill and the client will need to buy a new one. Quality custom shades have open headrails for a reason. It is important to be able to access the inner workings in order to keep them out of the landfill and in the client’s window.”

They also contribute to beautiful spaces, she adds. “When they are not needed, they practically disappear. The fact that they can be cordless adds to that appeal of an almost completely unobstructed view when raised.”

People who invest in quality products should have no qualms about their durability—especially

If you haven’t paid attention to this category in a while—or even if you have—it’s worth investigating the new offerings and best practices for sales and installation available now.

What’s new in cordless shades and cordless hardware?

Due to the popularity of cordless shades, there are new products coming on the market all the time. J Geiger has seen so much success with its sleek R Series—which has been popular in the luxury market—that it is launching a secondary brand this year. “Inception Shades by J Geiger will be motorized with a sleek wire-free/screw-free

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industry : cutting the cord

profile that looks like the R Series, but the product will be more accessible and easier to install,” says Kendall Flock, the company’s marketing manager.

Comfortex has already debuted three new offerings this year. Its Friction Fit mounting option for roller shades is intended for windows where drilling isn’t possible or desired. “This is a great option for installers when mounting on cement, tile, ornate woodwork or metal is required,” says Executive Vice President John C. Fitzgerald. The company’s Color Cellular Shade is now available in more than 800 colors (all of which can be previewed in the Color Lux Mobile App), and the Color Lux Sheer Horizontal Shadings line has new fabrics and over 400 colors.

Easy Spring products continue to be top sellers for Rollease Acmeda. “The line completely eliminates any cord loops and includes options for wand control or adjustment directly on the hembars,” says Mayer. “The system works for a variety of shade types and sizes, including open roll, cassette shades and dual shades.”

The Easy Spring and Automate lines are compatible with the company’s new P95 cassette, which offers a fabric wrap option for a premium look and brings

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Friction Fit cordless shade from Comfortex in Blossom/Dusk

an updated design to the cassette category, according to Mayer. “The Easy Spring Wand system offers a wand that combines a high-quality, sleek profile with a reliable, easy-to-lift and -lower operation,” he adds.

Staying in the hardware category, Pacific Heritage is introducing several new programs this year. The company is now the U.S. distributor of the Bloc Wand from Bloc Blinds. “Our wand represents a simpler, safer way to raise and lower shades than traditional chains or cords,” says Vice President of Sales Ramiro Ramirez.

Photo courtesy Rollease Acmeda

The new xPro-lite and xPro-max lift systems allow for easy fabrication of cordless cellular, roman, woven and pleated shades, as well as wood and

Color Lux cordless sheer horizontal shadings in Calming Silver

faux-wood blinds. They require no special tooling.

In addition, the company’s FreeStop ABS/ Gravity system allows consumers to operate roller or zebra shades with the touch of a finger. “This system will allow for the narrowest cordless shades in the industry,” says Ramirez.

Yes to motorization = no to cords

Increasingly, consumers who want cordless products are turning to motorization. “If a client needs to only push a button to raise and lower their shades, they are far more likely to use them and get the value for which they are paying,” says Clements. “Frequently, clients have shades that they never use because it is so inconvenient. That client is not saving much energy, controlling the glare or enjoying as much privacy that they paid for just because they did not get the right operating system.”

Motorized cordless shades can come to their rescue.

“Motorized shades provide many of the same consumer benefits (as) cordless shades, such as no exposed cords, no required tensioner to mount and a clean appearance,” says Fitzgerald. “Motorized shades, which have an upcharge, do enable a consumer to use apps to control

timing, scenes and remote access,” giving them convenience they love. To make things easier for installers, Comfortex utilizes the same hardware for cordless and motorized cellular shades, sheer horizontal and roller shades with a cassette.

The reliability factor sometimes rears its ugly head again when designers start talking about motorized window coverings.

“Some homeowners are leery of motorization because they feel as though more technology just means more potential for something to break,” says Flock. “In reality, that’s not the case.

Motorized products are handled far less than manual shades and are more apt to stay clean and intact.”

If consumers express concerns about price, there are ways to mitigate that. “The type of motor and number of motors used for a shade installation have a huge impact on job cost,” says Flock. “As such, we frequently use coupler brackets to drive multiple shades with a single motor. This helps us to complement interior architecture and elevate aesthetics without having to add more motors and wire locations.”

“Redi Shade cordless shades couldn’t be easier to use,” says Marketing Specialist Brienna Morales. “They pull up and down with ease with either the bottom rail or clips, depending on the product.

Our cordless shades give a room a clean look and feel while providing safety for children and pets.”

Shades with the Bloc Wand from Bloc Blinds

“There is a solution for every budget,” says Mayer. “Our entrylevel Easy Spring offering enables safe control of budgetcentric installations, while our Automate motorization line offers a compelling experience for those willing to spend a bit more (but still less than the ‘premium’ brands).”

Rollease Acmeda recently introduced its Next Generation Automate motor line. “The motors feature a variety of innovations that further improve both the fabricator and end user experience,” says Mayer. “The Automate range includes motors for all shade types and sizes, and supports various power requirements (rechargeable battery, DC and AC).”

Selling cordless treatments to consumers

For business owners and homeowners, safety is a top reason to invest in cordless window coverings. “We have all heard or read about the dangers of corded blinds and shades. There is no need to expose yourself to potential legal issues,” says Ramirez (not to mention the agony of losing a child or pet). “With the amazing cordless products available today at every price point, there is no reason to expose anyone to unnecessary risks.”

Designers looking to specify more cordless shades should begin by educating themselves. “No two systems are the same, so find one or two that work best for you and your clientele and become very familiar with how those systems work,” says Mayer. “Rollease Acmeda provides comprehensive documentation for each of our systems readily available online, as well as virtual training sessions where our experts share their knowledge.” Color Lux also has multiple educational options, including YouTube videos, virtual training and its Color Lux University classes.

Once you’ve learned more, it’s time to cut the cord and give cordless blinds a try. Whether it’s through motorized products or those operated by hand, there are too many benefits to these innovative products to ignore. V V ISION |

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industry : setting up your dream workroom

Setting Up Your Dream Workroom Photos courtesy of Susan Woodcock at Workroom Tech

BY KATHRYN DILLON

I love the ability to use textiles to create something beautiful as well as functional for our homes, and many of us stumble into starting a workroom for this very reason. Entering the workroom industry with a fashion design and textiles background, I was familiar with many of the nuances of fabrics and many of the tools necessary to create clothing.

While there are many similarities between the clothing and home textile industries, many of the tools needed in the workspace are different.

One of my first drapery projects was for a neighbor’s family room. There were two large windows, probably 135 inches wide each, and she wanted functional drapery panels and swags out of mauve tone-on-tone 1-inch striped cotton fabric. (I know, I know, mauve, but it was the early ’90s in the Boston area, so we were actually right on trend!) After cutting out and “tabling” these multiple-width panels for each window on my living room floor, I knew there had to be a better way.

Let’s look at some of the favorite tools used by industry professionals to create a dream workroom. Like many other workroom professionals, I love tools and always recommend that those new to the industry buy the best they can afford. Each machine or tool is an investment in the success of your business.

The Worktable

By far, the No. 1 piece of equipment! Build your table as large as your space will allow while leaving room for the growing number of machines and other supplies you will use daily. My table is 5 feet by 8 feet and is the smallest I would recommend.

Careful planning before building your table will ensure you create plenty of storage underneath the table for fabrics and often used instruction manuals, rulers and fabrication supplies.

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Resources:

Instructions for how to build a table can be purchased from the online store at The Workroom Marketplace, as can a printed table grid. The grid comes in several sizes to best fit the finished size of your table.

On episode 18 of “The Sew Much More Podcast: 30 Minutes with Workroom Tech,” Ceil DiGuglielmo discusses the method Rodger Walker uses to build the tables at Workroom Tech. Along with the podcast, Susan Woodcock has written a blog with step-by-step photos and instructions.

Ironing Systems

Many workrooms prefer using a boiler ironing system rather than a home iron. The difference is that a boiler iron has a tank that heats the water, producing dry, pressurized steam as it comes through the iron.

Using pressurized steam instead of the heated iron plate found in a home iron is the most efficient way to iron.

The beauty of a boiler iron is even though they produce a lot of steam, they operate at a relatively low temperature, so they can be used on delicate and synthetic fabrics.

Resources:

döfix and Reliable are companies that manufacture and sell boiler iron systems. Both companies offer different sizes of boilers depending on how much ironing your workroom does each day. The döfix D50 maxi with a water capacity of 3.8 quarts will produce steam for about fourand-a-half to six hours. A comparable size of Reliable iron is the 6000IS with a water capacity of 4.7 quarts. döfix has a ceiling-mount system to keep the iron close by but off the table.

Websites with Workroom Supplies and Other Resources Anna’s Custom Design:

annascustomdesign.com/measuringsystem

Workroom Stands

The Workroom Valet by Scot Robbins and/or the Workroom Helper are essential when fabricating shades and valences. The Valet and Helper are stands that a dust board can be secured to while stapling the treatment to the dust board. They are also super helpful as a temporary mounting surface when adjusting shade tension or setting motorized limits to ensure the shade raises and lowers evenly.

Instructions for the Workroom Helper by M’Fay can be purchased at The Workroom Marketplace. The Workroom Valet can be purchased by emailing Scot at scotrobbinscompany@ gmail.com or calling him at (615) 391-5772.

Sewing Machines STRAIGHT STITCH MACHINE

This will most likely be the workhorse machine in your workroom (unless you do a lot of upholstery). Juki, Consew, Singer and Brother all make industrial straight stitch machines that will get the job done. There is much more power in the motors of industrial machines than home sewing machines, which is needed with the types of projects fabricated in the home industry.

WALKING FOOT MACHINE

If you are working in the upholstery business or have slipcovers, cushions or use heavyweight fabrics in your draperies, a walking foot machine will help you maneuver through the layers of fabrics, trims and welting with much more ease. One of the differentiators between a straight stitch and a walking foot machine is the even feed presser foot on the latter. This type of foot helps the top and bottom layers of fabric to feed through the machine evenly because the foot is moving the fabric on top in a similar speed and manner as the feed dogs on the bottom without having to push or pull the fabric through the stitching process.

SERGER OR OVERLOCK MACHINE

This machine is used to keep all the fabric edges cleanly finished, preventing the edges from raveling. To keep the machine running smoothly will take some time, as you have to understand which thread feeds through which threading channel. Once you get the threading sequence down, you will be able to detect which thread needs to have the tension tighter or looser by looking at the threads.

Custom Workroom Conference:

customworkroomconference.com döfix: dofix.com Draw-Matic: uniquexpressions.net/ productlinehtmls/drawmatic.html Kai Scissors: kaiscissors.com QuickBooks: quickbooks.intuit.com Reliable Corporation:

reliablecorporation.com Seamless Workroom:

seamlessworkroom.com Sew More Much Podcast:

sewmuchmorepodcast.com The Workroom Marketplace: workroommarketplace.com The Workroom Valet:

scotrobbinscompany@gmail.com Workroom Tech:

workroomtech.com

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industry : setting up your dream workroom BLIND HEMMING MACHINE

These machines are sweet when you master the thread tension, presser foot pressure and needle size needed for each project. I will say that not all hemmers are alike, and they can be temperamental. I have a U.S. Blindstitch 718-C-6 that I purchased refurbished from a textile manufacturing plant.

Even though I love it, with each project I have to play with the tension in order to achieve the results needed.

Tools and Supplies

There is really no way to list every tool you will use in your workroom. I have purchased many over the years and still use each one, even if only occasionally.

•

The Draw-Matic system: This is wonderful for a one-person workroom to be able to easily and accurately table drapery panels. There are three parts to this system and it can be customized to fit your table.

•

Kai Scissors: These come in several sizes as well as left- and righthanded.

•

Rulers of all sizes, straight and curved. I use several dressmaking curved rulers when drafting patterns.

•

Grommet and button press

•

Pneumatic stapler and air compressor

•

Wall-mounted saddle rack system to hold cut fabrics or finished projects

•

Ceiling-mounted and/or wall-mounted tracks to use for work-inprogress or finished projects

•

Adequate lighting

•

Anti-fatigue mats

•

Filing system

•

Drill, screwdrivers, table saw and clamps

•

Workroom belt and apron

Measuring System

Each project has its own setup nuances that need to be accounted for when designing the hard or soft furnishing. To remember all the many details and measurements, setting up a measuring system that you consistently use, the same way each time, will help ensure you do not miss needed measurements.

In the beginning of my drapery designing career, I drew out each window separately, which took an enormous amount of time. Today, there are several tried-and-true measuring sheets that will ensure you take all the measurements you need to design, fabricate and install the project.

that work on a PC, Surface tablet, iPad and MacBook Pro. If you are moving toward digital documentation and a paper-free option, this system is robust and offers many different bundle options. If you are still an occasional paper person like me, the files are printable. Another feature Seamless Workroom offers in the Workbook bundles is Excel spreadsheets formatted to calculate and quote yardage, labor, lining, trims and hardware.

Accounting Program

I have used QuickBooks for more than 15 years. There is a learning curve; however, once I learned the software, providing client proposals and invoices, getting quotes and ordering was much easier. It is simple to keep track of your expenses and sales in order to see what areas need adjustments to have a profitable business. Without consistent documentation, it is really easy to be busy yet not profitable!

QuickBooks makes closing out the year and sending all the required tax documents over to my accountant much easier. Some businesses hire a bookkeeper to come in once a month to do banking and credit card reconciliations. The main thing is, we can not ignore the accounting side of our business.

Education

To not discuss ongoing education would be to ignore the elephant in the room. New technology and textiles are being developed constantly as our environmental and human needs evolve. As design trends change, so does the need to learn or revisit fabrication techniques we need to use for the next project.

Resources: The annual International Window Coverings Expo (coming in 2022) provides exposure to many vendors and products, design and fabrication techniques, marketing tips and business classes, as well as much-needed networking opportunities.

The Custom Workroom Conference focuses on education specifically for upholstery and drapery workrooms.

Workroom Tech is a school in Tryon, NC, where you can participate in hands-on learning in a small classroom environment.

We are looking forward to moving past this COVID-19 season and gathering back together for these types of learning events. In the meantime, there are countless online learning opportunities, podcasts and private Facebook groups. V

Resources: The Minutes Matter Measuring System (MMS) and Seamless Workroom are two of the many measuring systems on the market. The MMS has 26 forms in PDF format with one template per page. These are printable and the user can put pencil to paper while in the client’s home. These forms have diagrams of many different window types, plus bedding, pillows, blinds and more, so you can select the one that lines up with your project. Each diagram has designated places to measure, making sure you will not miss a measurement you need.

Seamless Workroom documents are fillable PDFs and Excel spreadsheets

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döfix iron at Workroom Tech

industry : software directory

Software Directory

Your guide to the latest tools available to run your business more efficiently.

Thank you technology! There is no longer any reason you should be handwriting orders, tracking product, managing products or scheduling reminders. Today’s software technology can help you with every aspect of your business needs, whether you are a manufacturer, retailer or interior designer–there’s something for everyone. The question is: Which program is best for your business needs? We reached out to several reputable software companies to give you a starting point on what features they have to offer. You need to take the next step. Write down your pain points and determine what areas of automation would help you sell more of your products and services.

Visit our digital edition to link directly to their websites.

Smartpad Pro

BUSINESS/PROJECT MANAGEMENT Quotes, sales/work orders, CRM/calendar, reports, QB integration and more

smartpadpro.com 805.980.7940

sales@smartpadpro.com

Window Treatment Marketing Pros BUSINESS/PROJECT MANAGEMENT

Sales/work orders, CRM/calendar, reports, QB integration, call tracking, SMS, voice mail drops, automations, email marketing, lead tracking wtmarketingpros.com 314.470.1180

will@wtmarketingpros.com

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SOLATECH, INC.

BUSINESS/PROJECT MANAGEMENT, FABRICATOR/ MFG, WORKROOM, RETAIL POINT OF SALE (QUOTE & ORDER) & ELECTRONIC ORDERING | CPQ Quotes, sales/work orders, CRM/calendar, reports, QB integration, fabricator supported ordering, dispatch, me integration, online dealer ordering for fabricators and multi locations, e-commerce support, EDI integration solatech.com

877.SOLATECH Sales@Solatech.com

DRAPE AND BLIND SOFTWARE FABRICATOR/MFG, WORKROOM

Quotes, sales/work orders, CRM/calendar, reports, QB integration, integration to Google and Outlook calendars drapeandblindsoftware.com

MARKETSHARP

BUSINESS/PROJECT MANAGEMENT Quotes, sales/work orders, CRM/calendar, reports, QB integration marketsharp.com

608.779.5165 sales@marketsharp.com

BALL SOFTWARE LIMITED

BUSINESS/PROJECT MANAGEMENT, FABRICATOR/ MFG, WORKROOM Quotes, sales/work orders, CRM/calendar, reports, QB integration ball-software,net

805.407.6562 rorymcneil@mac.com

+61 4 1143 8346 info@drapeandblindsoftware.com

BLINDSBOOK

FABRICATOR/MFG, WORKROOM Quotes, Sales/Work Orders, CRM/Calendar, Reports, QB integration, Manufacturing Schedule blindsbook.com

305.989.6035 info@blindsbook.com

MYBLINDCO

BUSINESS/PROJECT MANAGEMENT, FABRICATOR/ MFG, WORKROOM Quotes, sales/work orders, CRM/calendar, reports, QB integration, credit card processing, Google Calendar, iCal myblindcoapp.com

703.738.9933 bmcgrath@myblindco.com

BLINDMATRIX

BUSINESS/PROJECT MANAGEMENT, FABRICATOR/ MFG, WORKROOM, CRM Quotes, sales/work orders, CRM/calendar, reports, QB integration, inventory, barcode, bill of materials blindmatrix.com

718.304.7694 vivek@blindmatrix.com

PIC BUSINESS SYSTEMS

SOFTWARE FOR WINDOW COVERING FABRICATORS & RETAILERS, BUSINESS/PROJECT MANAGEMENT, DESIGN, FABRICATOR/MFG, WORKROOM, FRANCHISE OPERATIONS, DECORATORS IN-HOME, CRM Quotes, sales/work orders, CRM/calendar, reports, QB integration, custom-configure orders on the fly picbusiness.com/window-coverings

800.742.7378 sales@picbusiness.com

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45

inspiration : bathroom curtains: not just for windows

Bathroom Curtains: Not Just for Windows

BY SOPHIA BENNETT

Diana Apgar with Decorating Den Interiors believes every room needs window treatments, but they play an especially important role in bathrooms. There is a real need for privacy in these spaces. In addition, bathrooms (especially those done in a modern style) can feel cold because of all the tile, metal and porcelain. “Those elements are pretty, but if a bathroom has a window, you should dress it up,” Apgar says. “There’s so many styles you can do that it doesn’t have to look froufrou.”

Designers and workrooms involved in bathroom projects should also consider recommending custom shower curtains to clients. These soft treatments—which don’t have to be more involved than creating a pair of lined drapery panels—are an added profit center and can bring a real sense of style and function to the space.

Three designers share their thoughts on both window coverings and shower curtains for modern lavatories.

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Photo by Scott Johnson

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inspiration : bathroom curtains: not just for windows

Baxter enjoys the creativity of crafting a pattern within a pattern. Here, she used a white textured fabric to create a diamond design with a slight tuft in the center. The cornice is finished with a nailhead trim.

HARDWARE OPTIONS

Design and photo by Brenda Hite Baxter

Brenda Hite Baxter, owner/principal, Custom Drapery Designs, Dallas

"Our favorite hardware would be the Gaby's Shoppe inside mount for the cafe (curtains)," says Baxter.

"Their hardware has such a great bracket finish with artistic character." For shower curtains, she favors grommets on both the curtain and liner and usually mounts them together with rings. A typical option for hardware would be straight, curved or double rods in stainless steel or bronze.

STYLES FOR BATHROOMS

“Texas bathrooms are generally large or well ventilated, so moisture is generally not a big concern,” says Brenda Hite Baxter with Custom Drapery Design. “We focus on convenience, color depth and volume, coordinating yet softening the hard surfaces.

Our designs will often feature layers, including motorized roller shades from BTX with stationary decorative valance or Hunter Douglas motorized shades.”

Other designs that Baxter loves are cafe curtains paired with a box-pleat valance or full, relaxed roman shades with full-body layers and embellishments. “I imagine the view I would like to see looking up from the bath: full of volume and interest, captivating the imagination,” she says.

SHOWER CURTAINS: RIGHT PRODUCT, RIGHT PLACE

“The purchase of a shower curtain is very specific and requires the proper space for optimal application,” says Baxter. “Some showers are positioned right beside the toilet. I do not feel this is the proper application. If the space has the proper scale, then I would recommend the shower drape or curtain as a beautiful centerpiece. A shower drape can help with the acoustics and allow wonderful personalization.”

Photo by Paul Dyer Photography

When a client says yes to a shower curtain, Baxter likes to go all out. “We love to embellish and create a grand statement, either with pops of color and texture or by adding accents with French welt, decorative bands and/or braids.”

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Design and photo by Stephanie Freeman

Design by Beverly Baribault Design Group.

Photos by Linda Hamilton

Tracie Bresnahan, Owner, Custom Creations, Cartersville, GA FUNCTIONAL, CONVENIENT TREATMENTS

In a bathroom, it’s vital to think about what goals the treatment must achieve. “Is it for privacy, sun control and/or aesthetics? Should it be off the floor for cleaning products?” says Tracie Bresnahan with Custom Creations.

She also makes recommendations based on convenience for a client. “We’ll sometimes specify solar shades with motorization, especially over tubs, where it is difficult to open and close the shades every day.”

SHOWER CURTAINS: PUT IT IN PERSPECTIVE

“After clients have custom window treatments, they do want a custom shower panel. However, they are usually shocked by the cost,” says Bresnahan. “I try to explain that it is really like a pair of custom panels and hardware for a double window. That usually helps put it into perspective.”

For the budget-conscious client, she’s come up with a few good solutions for hardware. “Sometimes we value engineer with a 1⅜-inch wood rod, rings and brackets, and you get a lot of beauty for the price. Sometimes we do metal, which works well in a bathroom.”

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inspiration : bathroom curtains: not just for windows

Photo by Scott Johnson

Diana Apgar, Owner/Principal Designer, Decorating Den Interiors, Middletown, OH PERFORMANCE FABRICS REALLY PERFORM

Because of the moisture in bathrooms, not every fabric will work for window treatments. Apgar often turns to performance fabrics, especially those from Valdese Weavers’ InsideOut brand. “They’re water resistant, mildew resistant, sun-fading resistant and easy to wash. They have a great range of colors and styles and patterns.”

THE RIGHT TYPE OF MOTORIZATION

Motorized shades and screens are a plus in bathrooms, especially when they’re in hard-to-reach places. Because you don’t want clients to be crawling on top of a bathtub or sink on a regular basis (especially if the client is older and prone to falls), Apgar recommends hardwired motors over battery-operated ones. “I put window treatments over a tub once, and my client had to change the batteries at least once a year, and it became a major problem for her to reach the headrail of the shade. She ultimately had to pay my installer to come back and change them every year.”

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SHOWER CURTAINS PROVIDE FLEXIBILITY IN DESIGN, FUNCTION One of the nice things about a custom shower curtain is that it provides clients with more options for meeting their goals, says Apgar. “You can go all the way to the ceiling if you want. A lot of new homes have these tall ceilings. You can’t get a ready-made shower curtain that’s going to look right.

You can do a tieback. You can do one that traverses back and forth. You can do a top treatment and panel.”

To convince clients that custom shower curtains are a good idea, Apgar will often point out that coordinating the soft treatments with the wallpaper is becoming popular again.

An off-the-rack shower curtain is never going to match, so a custom one becomes the best option. V

2021 VISION

Design &

Workroom COMPETITIONS

Now open for entries!

Being selected as a winner in this prestigious competition can change your business and propel your career!

Deadline for entries: APRIL 30 Virtual Awards Ceremony: June 24, 2021

Don’t miss your chance to be recognized as the best in your field!

SUBMIT YOUR ENTRY TODAY! wf-vision.com/designcompetition

inspiration : hit the floor

Hit the Floor

BY SOPHIA BENNETT

For many homeowners, what goes under their feet is top of mind right now. Home from work and play due to the COVID-19 pandemic, they’re padding around in their bare feet and turning spaces into multipurpose rooms, which means they’re also cleaning up spills and messes in places they typically don’t. They need flooring that matches their lifestyle, aesthetic and values—a tough proposition, it would seem, but one that’s being made easier by today’s rug and floor covering companies. Here are trends and considerations to keep in mind when specifying flooring.

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Photos courtesy of Armstrong Flooring unless otherwise noted.

Design by Elizabeth Scruggs of Superior Construction and Design.

Photo courtesy of Revel Woods.

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inspiration : hit the floor this process can quickly yield bold, bespoke designs.

Where carpet is going has also changed. “There has been much less wall-to-wall carpeting in homes other than in bedrooms,” says Swedlow.

“We are also covering a disproportionate number of staircases in homes because many people are spending more time there and found that they need to cut down on noise.”

Function Over Form As the pandemic has dragged on, consumers have prioritized function as well as form in their flooring. Yon Hinkle, vice president of product management at Armstrong Flooring, says the firm has seen increasing interest in resilient flooring—products that are easier to care for and keep clean.

“We want every conversation to start with maintenance,” says Carol Swedlow, CEO of Aronson’s Floor Covering. “That may not be a popular topic, but designers should understand how to maintain the products they are specifying. This helps them make better choices and keep the products in use and looking good for as long as possible. The market is flooded with inexpensive products and, unfortunately, you get what you pay for.

“How their feet feel on floor coverings is becoming an essential question that (homeowners are asking) more often,” adds Swedlow. People are looking for softness over other qualities they may have prioritized in the past.

When it comes to carpet, “designers should be watchful for specifications that do not indicate the quality of wool,” says Swedlow.

“We recommend looking for New Zealand wool and using patterns that help mask wear.”

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Carpet, Vinyl and Wood Trends “Some of the biggest trends that we are seeing in the marketplace right now are texture, natural fibers and neutral palettes,” says Stacey Sitar, product manager at Fibreworks. “Customers want products that are livable and work with their lifestyle.

Our top-selling products are sisal rugs.

Sisal comes from the agave plant and makes a perfect choice for environmentally sustainable living.” The Siskiyou Collection, which has been a classic in the company’s line for years, and a new designer collection called Opal are among customers’ favorites right now.

Aronson’s is seeing more demand for area rugs made with wool, sisal, jute, Tencel and silk. “Custom, handmade area rugs are in high demand now,” says Swedlow. “People want a rug that is individual, fits their space perfectly or enhances a room that has one big slab of wood or carpeting.”

Thanks to technology, it’s easier than ever to have a custom area rug made. Designers that can sketch a design or present a photograph or colorway can have a one-of-a-kind rug made within a few months or even weeks.

Aronson’s Six Days in Venice line by Tali Roth x Empire Collection is one example of how

Rigid core continues to be a popular alternative to sheet vinyl, both for its attractiveness and ease of installation. Armstrong Flooring is particularly excited about its Empower line. “It features our innovative Reinforced Mineral Core, which provides superior indent resistance and extreme stability,” says Hinkle.

“Empower can be installed under cabinets and islands in residential homes, something that other rigid core products cannot offer today and a fact that is often overlooked in bathroom or kitchen remodels.”

“Hardwood sales have been consistent for decades until about two years ago, when they started declining as the lower-mid range of the market started moving to vinyl,” says John Dupra, co-founder of Revel Woods. “Even during the decline, hardwood was always the aspirational product. You can make vinyl look like anything; there’s a reason most of it looks like wood. Since the pandemic, however, there has been a monumental shift in consumer buying habits. The importance of one’s home has been elevated even more, and people are now looking to invest in the authenticity of the real thing.”

The growing conversation around sustainability and using natural materials in homes is also giving a boost to wood flooring. “We just launched our Showhouse Collection, and it was so popular we sold our initial run almost immediately,” says Dupra. “It’s an engineered wide-plank white oak with a flexible core, which makes it even more environmentally stable. The entire thing is sourced and produced in Canada.”

The Look (Not Just the Feel) “The effects of COVID-19 are certainly influencing design trends as well,” says Di Anna Borders, vice president of design at Armstrong Flooring. “Lighter, warmer tones provide a soothing effect in our constant pandemic-induced anxiety state. Additionally, cleaner visuals, especially in stone looks, transform areas to feel more spacious. Stone and terrazzo-like looks are trending, and they’re especially popular in a vinyl format, which is much warmer underfoot. We’re also seeing more warm environments designed by using a neutral color palette, which creates a comforting and inviting feel.”

“The most popular colors, believe it or not, are still gray and griege,” says Swedlow. “Millennial pink is still very popular.

Geometrical and quiet patterns are popular.”

Sitar has a theory about why neutral tones continue to be so popular. “Color can be challenging for some people to commit to,” she says. “(That) is why texture is a great way to achieve a beautiful, unique look without the need for color.” For people

Empire Collection rug designed by Tali Roth. Photo by Claire Esparros

who don’t want to commit to a bold color, consider specifying rugs with an interesting tactile feel.

In wood flooring, Dupra says people are gravitating toward wideplank white oak in softer, brighter colors. “White oak has that authentic wood grain but is a little less aggressive visually than red oak. We’ve also noticed that people are starting to gravitate to cleaner grades of wood, as opposed to the rustic look people wanted a few years ago.” V

Product Spotlight Ona Drapery Hardware Company is

your source for custom made drapery hardware.

From contemporary to traditional, we offer an extensive selection of styles and finishes.

We manufacture every rod set to order using only premium heavy gauge steel, wrought iron, crystal and more. Custom curving is available for all rod profiles. Be sure to look at our new Acrylic Rods, Art Glass finials and Polished Chrome finishes in addition to our popular French Rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. Select Ona Drapery Hardware and order with confidence.

For a free catalog please call 800/231-4025 or visit our website at www.onadrapery.com

Surewin – Quality components at competitive

pricing from our Florida warehouse. Custom sourcing available. Plastic bead chain in rolls or continuous loops; numerous colors in all lengths, nickel plated and stainless chain in rolls and continuous loops in all lengths, stop balls, connectors, safety devices, c-clips, alligator clips, tassels, lift cord, vertical components, cord locks, and the easy-to-fabricate, low-profile SureLift® Roman Headrail System for shades up to 50 lbs.

Surewin@optonline.net 239.362.3342

Alpha's WSERD30B 2Nm 31rpm

core-less motor and in-built battery” an industry game-changer. Whisper quote and lasting up to 750 cycles per charge.

Test, compare, and see for yourself that anything else is a compromise!

www.alphamotors.us

Sheerview Horizontal Sheer shades offer a unique beauty and performance for the finishing touch to your beautiful window and room. The horizontal fabric vanes float between two layers of soft, knitted sheers to soften your view. Comes with easy to install hardware and brackets and upgrades are available.

lantexwindowfashions.com

döfix Cordless Roman Shades

The döfix cordless shade system is the solution for many problem windows. Since the shade is side tracked, it can be raised and lowered and be virtually stationed in any position of the window. Depending on the specific situation, the shades can be closed from the top down, like a conventional shade, or from the bottom up. This unique feature allows for sunlight without sacrificing privacy.

dofix.com

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DESIGN ART ROD-ENDERS

Harness renewable energy straight from the sun with the Automate Solar Panel V2.

The perfect complement to any Automate wire-free motor, the Solar Panel V2 uses crystal technology to increase solar ray absorption, even in low light circumstances, to provide a trickle charge to the motor. Its slimline profile and mounting bracket make it easy to install while maintaining a discreet appearance.

Rod-Enders are elegant, smaller finials designed especially for tight corners or small spaces. 18 styles are offered in several lengths ranging from 1” to 3-5/8” lengths. All are available in 58 hand-painted Décor Finishes. 14 styles are available with our Dual Finish System with 11 Accent Finishes. sales@designartbyorion.com www.designartbyorion.com 877.476.6278

Learn more at AutomateShades.com.

Business for window furnishing retailers is about to get a whole lot easier. Smartpad Pro

software simplifies and enhances every aspect of your sales operations, from quoting, to customer service, to employee performance. It’s the smartest manager you’ve never had.

Book a demo: smartpadpro.com

WANT TO FEEL HOW EFFORTLESS IT IS TO LIFT A SHADE? L I F T T H I S PA G E .

Introducing the Zero Gravity shade that can be raised and lowered with the lightest touch.

ZeroGravity is new and unique technology (patent pending worldwide) that allows the spring tension to be quickly and simply adjusted to perfectly match the weight of the roller shade, regardless of shade specifications or fabric selection. As the newest addition to our roller shade program, Turnils continues to be the leading distributor of components for custom window coverings to fabricators across North America.

Want to see ZeroGravity in action? Visit the Turnils YouTube Channel.

For more information contact us at marketing@turnils.com.

In Our Next Issue…

The COVID-19 pandemic has pushed Americans to spend more time outdoors than ever. With that in mind, and with summer coming up quickly, the May + June edition of Window Fashion VISION will feature numerous articles on outdoor living. We’ll look at beautiful outdoor draperies and screens, performance fabrics, options for awnings and more.

This issue will also examine trends from the winter and spring shows and the latest information on shutters. Jude Charles will have the second article in his series on using video to promote your business and Michele Williams will have another insightful look at managing your finances.

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Custom drapery by Window-ology in Plesanton, CA. Photo by Marissa Wu

Insolroll Has You Covered...

Inside & Out!

Call Insolroll for your next motorized roller shade project – inside or out!

Motor technology and control options for every application with dependable customer support.

Ask about our NEW Li-ion Battery Motors

Large fabric inventory

• Curated fabric collections–winners, not fillers • NEW paired FR blackout and semi-sheer fabrics • Decorative clutch-operated interior shades • All shades made in Louisville, Colorado USA • Custom-printed roller shades–signage, branding, patterns • Award-winning customer service and tech support

637 S Pierce Ave, Louisville, CO 80027 TEL 303.665.1207 insolroll.com

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