Window Fashion Vision Sept/Oct 2016

TOP-DOWN/ BOTTOM-UP SHADES Specialty Shapes and Sizes • Faux-Wood Products for the Window

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WINDOW FASHIONS DESIGN & EDUCATION MAGAZINE

DESIGNER TRIMMINGS

WOVEN

WOODS

WF Envision Design Winners

STATE OF THE INDUSTRY

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Specialty Shapes and Sizes • Faux-Wood Products for the Window

November 2006

Decorative

WIND FASHIO

Drapery Hardware

DESIGN & EDUCATIO

30 Years

BLIN

OF ALL

INTERIOR

W CO

SHOW

INTERIOR

MIDW

PR

SPECIA

Combining Elements • Overcoming Shutter Shyness

NEW PRODUCT WRAP UP

WIN

AUGUST 2

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WINDOW FASHIONS

WINDOW FASHIONS

SYSTEMS

DESIGN & EDUCATION MAGAZINE

DESIGN & EDUCATION MAGAZINE

FOLLOW

YOUR

BLISS

The Range of Roman Shades Southeast Coastal Style Verticals Expand the Horizon

IDI Explores the Future of Sampling

WOVEN

WOODS DECORATIVE

WF-VISION.COM

NOVEMBER 2007

MARCH 29 – APRIL 1, 2006 TAMPA, FLORIDA REGISTER INSIDE

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30 Years READY

MADES

COLOR TRENDS & CORD SAFETY

CONTRACT

DESIGN

MAISON & OBJET

STATE OF THE INDUSTRY

2014 Industry Resource Directory

HARDWARE

of window treatment inspiration WF-VISION.COM

adobe caslon pro

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WINDOW FASHIONS a DESIGN & EDUCATION MAGAZINE

FEBRUARY

2007

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TRACKS ROMAN SHADES

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F A B R I C

DESIGN & EDUCATION MAGAZINE

STATE OF THE INDUSTRY:

SHUTTERS

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In the Realm of Roman Shades The Natural Appeal of Real-Wood Products Slats and Ladders: Fabrication Equipment

DECEMBER 2007

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IWCE 2015 SHOW REVIEW

Volume 37, Issue 5

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INTERIORS EXPO

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DESIGNER TRIMMINGS

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CONTENTS volume 37, issue 5

insight 10 | Strategies to Stop Price Shoppers Three simple steps to differentiate yourself. by Maria Bayer

12 | Handling Client Objections Recognize objections as opportunities in disguise. by Gail Doby, ASID

14 | Social Media Matters First steps to joining the social media conversation. by Kathy Wall

44

16 | Check Your Math Knowing the difference between margin and markup will increase your bottom line. by Roger Gober

18 | Just Say No Cord safety warnings are placed on products for the best possible reason. by Joe Jankoski

20 | Share on Air After 30+ years of sharing her business acumen with designers, LuAnn Nigara takes to podcasting.

22 | Lessons Learned the Hard Way An experienced installer shares his take on what makes a good project. by Roger Magalhaes

24 | A Beautiful Industry Thoughts from long-term industry

leaders on the past 30 years and what to expect for the future.

56

62

inspiration 36 | Beautiful Dreamers The top window treatment projects from Decorating Den’s Dream Room competition.

44 | Farmhouse Fabulous A stunning showcase house design from Kristine Robinson.

56 | Fringe Benefits Runway inspiration at home. by Jana Platina Phipps 62 | Cross Culture The global influences of the sharing economy on interior design. by Hilde Francq

68 | It’s Going to be Epic Key 2017 color and design trends from the MoOD textile show.

70 | It All Comes Down to the Finish Wood stain and finish

trends play an important role in long-term color decisions.

by Cindy Gapter, CMG

72 | A More Colorful Life Looking back at a decade and more of

color trends to understand why and how palettes are changing.

fixtures 06 | Welcome A note from the publisher, Grace McNamara.

36 4 | wf-vision.com | Sept + Oct 2016

80 | Throwback A glimpse at our history.

Uni-manufacturer in Taiwan

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Go to Facebook.com/wfviwce for updates on the magazine and the show

Keep up with all the IWCE news @IWCEVISION

Check out our Pinterest Boards! Follow us and re-pin pinterest.com/wfvision

30 years of window treatment inspiration Looking for online inspiration?

Check out these great pages from this issue’s suppliers and contributors…and our own pages as well!

Facebook:wfvisionmagazine We’re loving the new looks from Coulisse!

Houzz: cassyyoungdecden The kitchen in a whole-home project.

WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com

Circulation + Data Management Director | Belinda Pasquale Hanson belinda@wf-vision.com Editorial Director | Susan Schultz susan@wf-vision.com Managing Editor | Lynn Thompson lynnt349@gmail.com Logistics Coordinator | Shannon Flaherty shannon@wf-vision.com Business Manager | Gabriela DesRochers gaby@wf-vision.com

Facebook:shadesinplace From vertical blinds to motorized shades…

Facebook:francqcolors An interstellar-inspired color palette.

Competition Coordinator | Claire Bowman claire@wf-vision.com

SALES

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

CONTRIBUTORS IN THIS ISSUE

Maria Bayer, Gail Doby, Hilde Francq, Cindy Gapter, Roger Gober, Joe Jankoski, Roger Magalhaes, Jana Platina Phipps, Kathy Wall

SPECIAL THANKS TO:

Bruce Bernstein, Dawn Brinson, Ross Feltz, Alex Garcia, Caroline Larose, Tom Marusak, Randy Meppelink, Bill O’Connor, Joe Remmert, Ralph Vasami, Gerrit Vrielink Houzz:terri-ervin-decorating-den-interiors A Montana lodge by Terri Ervin.

Facebook:gracedrape3 A layered arched cornice by Grace Rumer.

DESIGNERS & WORKROOMS FEATURED IN THIS ISSUE

Terri Ervin, LuAnn Nigara, Kristine Robinson-WFCP and WCAA, Grace Rumer, Nola Shivers-Allied ASID, Linda Tully, Cassy Young-Allied ASID

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com

SEPT + OCT 2016 VOLUME 37, ISSUE 5

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.

On the cover: Three decades of covers offer a look at the history of both the magazine and our industry.

Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4756 Banning Ave, Suite #206, White Bear Lake, MN 55110-3206.; Tel 651/330-0574; Fax 651/756-8141.

Visit our website at www.wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices.

Postmaster: Send address changes to Window Fashion Vision, PO Box 15698, North Hollywood, CA 91615-5698.

Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr.

Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 2016 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. Sept./Oct. 2016, Volume 37, Issue 5.

6 | wf-vision.com | Sept + Oct 2016

When It Does Matter

Motorized Window Treatments Safe by Design.

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WELCOME grace note

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October 2006

20th

Anniversary

Issue

Trimmings by Trend Getting Personal with Soft Treatments Last Chance to Enter WF Competitions

Our 10th and 20th anniversary issues, a look at some of the companies and brands that have been long time supporters and finally, two columns that demonstrate we’re still addressing some of the same topics today as we were back then—the importance of color and how to talk to consumers about custom window treatments!

I can hardly believe it’s been 30 years this October 6th that I signed the papers to buy Window Fashions magazine! To celebrate this milestone, I’ve been scouring past issues of the magazine and recognized there is so much information that is still relevant. Look for blasts from the past on our website, (with a new design to be unveiled in late September) social media platforms, in the magazine and live at IWCE March 8-9, 2017 in Charlotte.

The most important thing I would like to express is to thank all of you that contributed to and read the magazine, all the advertisers who supported us, the passionate decorators, retailers and workrooms that relied on us to bring them the latest information and finally my fabulous staff. I have so many wonderful memories over the years and feel blessed to have been given this opportunity.

It has been a great honor and privilege to have been a part of this industry’s growth and evolution. Let’s see where the future takes us!

Grace McNamara Publisher + CEO 8 | wf-vision.com | Sept + Oct 2016

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INSIGHT business coaching

Strategies to Stop Price Shoppers Three ways to differentiate yourself from the competition

by Maria Bayer

If you hate it when clients comparison shop, you need to stop sounding like you’re selling a commodity. Because the reason why people comparison shop is that you’re not differentiating your product and service from everyone else. To do so, here are three strategies you can try out today: #1: Price your products/services differently than your competitors.

When you price the same as everyone else, you’re inviting clients to compare apples to apples. And if you’re pricing a la carte, then you’re encouraging your clients to compare every single line item to your competitors. Stop doing that.

Instead, price by the value you’re providing. Or bundle products and/ or services together. Not only will you likely boost your average sale, but when they can’t easily compare what you’re offering to someone else, they’ll look to something besides just price to determine how they’ll decide which vendor to buy from. #2: Tell them what makes you different and unique.

When people make a buying decision, they’re mentally comparing your offer to someone else’s. If things appear the same, they’ll choose the lowest price.

That’s why you have to share what makes you different.

One of my favorite ways to stand out is to share your personal story. No one else has your story, background, talents and experience. So when you share these things, it will always differentiate you and make you stand out from your competition. It will also help 10 | wf-vision.com | Sept + Oct 2016

your clients relate more to you as an individual, instead of just a vendor.

Maybe you took a sewing class in high school and made such unique designs that it landed you a showcase window in your school. In addition to being a “human-interest story” this also highlights your talent at a young age.

Or maybe you won awards in college for your interior design talent, earned certifications, went to a prestigious school or studied under a famous person. These accolades, social proof and celebrity-by-association stories help build your credibility.

If you can show how the things above uniquely benefit your clients, it often goes a long way in increasing the value of your service in their eyes. #3: Share your products and services’ unique benefits.

You know your products and services better than your clients. But chances are, you’re not sharing that information with them. They only know what you tell them, so it’s up to you to communicate how you’ll provide the most value.

Keep in mind, even if you think your products and services are similar to others, your clients will only remember what you tell them. And chances are, your competitors aren’t sharing the same things you are.

For example, perhaps your fabric inventory is similar to others. Tell your client about the breadth of your selection anyway. If your competitor doesn’t talk about that, then in your clients’ eyes, you have the larger selection.

Here’s an exercise to identify what you should be talking about with your clients: Think about everything you offer from start to finish. Write down the features of your products and steps in your process. Now look at each feature and step, one by one and ask yourself this question about every one: “Why should the client care?”

Most people talk about the features of what they offer, but neglect to connect the dots for the client and explain how each feature or step benefits the client.

In other words, why should they care?

But by answering that question, you can then identify which features of your products and parts of your process provide the most value to your clients.

Then focus your conversations with your clients on those benefits. “We do this because it helps our clients ____.”

Or “We offer a unique collection to reflect our clients’ discriminating tastes.”

When you do these things, it makes it difficult to compare you against anyone else, much less price shop. zz Maria Bayer, the Authentic Sales Coach for Design Success University, teaches interior designers how to win ideal clients quickly and make more money without being ‘salesy’.

Register for Maria’s free online training series and learn more savvy strategies to win clients you love: http://bit.ly/Designer_Sales_Tips

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INSIGHT business coaching

Handling Client Objections Transform questions into clarification

by Gail Doby, ASID

At any point in a design project, the client may raise objections. They may feel the budget or your fees are too high.

They may not like the fabric or the colors you’ve chosen. They may refuse to accept an item you have purchased for them although they’ve already approved it. You may feel confused, frustrated, angry, or even betrayed.

How do you salvage the situation?

changed their mind. Probe as much as you are able without appearing pushy or defensive to get at what lies behind their decision.

Move to Common Ground Once you have a better idea of why they are objecting, you can begin to move the discussion in a more positive direction. Provide them with some options. Reassure them that they will have a chance to review colors, fabrics, purchases, etc., before making a final commitment. Describe the rationale behind your choices and how

Clients hire you for your expertise but also because they need help formulating their own thoughts and wishes.

Raising objections can help them clarify in their own mind what they want. It’s all part of the process. People

listen better if they

solution, rather than talking to or at them. Engage them in working with you so they feel they are an equal partner in whatever solution is arrived at.

• When you sense the customer is engaged and feeling positive, ask them a “stepping stone” question, such as, “Is what we have been talking about more or less what you have in mind?”

•A ssuming the customer agrees, now is the time to bring the conversation to a close with, for example, “Shall we get started?” You want to sound feel confident but not pushy.

that you have understood them.

The most important thing is to keep your cool. Don’t argue with the client. Telling them they are wrong or don’t understand will only drive them deeper into their corner. In order to turn the situation around, you need to guide them toward a middle ground where there is room for discussion and compromise.

Reframe the Conversation When the client says “no” you need to ask “why” (not “why not?”). You want to find out what is motivating the client’s objection. Start by asking them to tell you more about their concerns. They may be having trouble envisioning the final result. They may not perceive the value in what you are offering them. They may be feeling insecure about their own tastes and ability to judge the quality of the product. They may be worried about losing control of the project or that they are being coerced into accepting a result they won’t like. They may be feeling ambivalent about spending the money. Or, they may simply have 12 | wf-vision.com | Sept + Oct 2016

Roger Fisher they were made to fulfill the client’s needs and wishes. Share with them the thought you have put into your choices, looking for ways to make their budget go farther. You want to shift the ground of the discussion to how the two of you can work together to achieve a mutually satisfactory solution.

Lead the Way Back to “Yes” If the client appears open to finding a mutually satisfying solution, take them through a series of steps to arrive at a positive resolution: • Keep the conversation positive and constructive. Ask questions that prompt the customer to give an affirmative answer or to reaffirm something they have already said. Get them in the frame of mind to say “yes.”

• I nvite the customer to explore ideas with you. Make them an active participant in the process and the

Of course, there are times when the client will dig in their heels or realize they really don’t have the funds to undertake the project they had in mind. If the issue is a purchase, you may have to negotiate with the vendor instead. If the issue is budget, you can propose an alternative plan, such as undertaking the project in stages. Or, you may need to graciously part ways with the client.

However, in many cases you can bring about an acceptable resolution by letting the client know you understand their concern and then helping them to find a way past it. They may even thank you for it later. zz Gail Doby, ASID is the co-founder of Gail Doby Coaching & Consulting whose mission is to help you earn six figures doing what you love.

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INSIGHT business coaching

Social Media Matters

Simple suggestions for an improved online presence

by Kathy Wall

The field of interior design is highly visual. Why not take full advantage of this fact, and show off your skills in highly visual social media platforms? Reaching new, qualified clients through social media marketing helps keep your sales funnel full and your cash flow moving.

Platforms such as Facebook and Instagram allow you to show projects that are in progress, as well as post before-and-after photographs that display your skills to potential clients, and highlight exactly what you can accomplish. If you are just getting started in social media and your time is limited, choose one social media site and “live” there until you have established a strong following. Branch out to other channels when you’re ready.

Content is Key No matter which sites you select, content is key to your online success.

What more should you plan to share?

That likely depends on your goals for your business? They may include: • Building brand awareness • Establishing new clients • Generating sales • Reaching into other areas and markets Your posts should not be blatant commercials. To resonate with your followers, approach your posts as conversations over coffee with friends.

Share tips, answer questions, offer advice and, yes, absolutely, toot your own horn. Create a tone for your online presence that is authentically you.

Whether your voice is happy, quirky, chic, elegant, or a combination of these, share yourself with your audience. The Media Matters uses a slightly cheeky tone in communications. (See our tagline in my bio for an example.)

14 | wf-vision.com | Sept + Oct 2016

Update Frequently If you haven’t done so already, create a website with a self-manageable content management system (CMS) or a blog. These functions make it much easier to update your online presence across multiple platforms. Because if you’re not adding new content regularly, your online presence will soon be dated, which is not an image you want to convey.

Many small business owners find it difficult to set aside the time necessary for creating regular updates. If you have the time to do this yourself, great. If not, there are other options, including assistants, interns or agencies, like ours.

There are top notch agencies in every area but you will want to review portfolios of work to ensure the one you choose can effectively work within the realm of home furnishings and design.

Our agency helps clients ghostwrite blogs, maintain and monitor Facebook and Instagram accounts, create content, build pages, and review analytics to increase page views and engagement. For example, we can determine the times and days best for you to post, something a lot of folks don’t know about. Working with someone who truly understands social media can save you time and money, and ultimately bring you clients.

Quality, Not Quantity Seek quality, not quantity when it comes to followers. Social media is all about you and your products. Think about what you want to say and how you want to say it to engage your audience. Each job is unique, so let images of your work speak for you versus verbiage. After all,

someone with modern tastes won’t care how hard you worked to find the right antique piece for another client.

Choose only the images which represent your best work. If you’re not comfortable taking your own quality photographs, consider hiring a photographer when a large job is complete. While some clients prefer confidentiality, others don’t mind having their names used. Don’t be afraid to make that request of clients who are well known in your area, as an impressive client list adds to your credibility.

And celebrate others, because social media is all about reciprocal relationships. Post good news from clients and colleagues alike. Be sure to tag them so they will know you have done so.

Leveraging social media will help you solidify and expand your professional reputation, and you’ll have great material to attract ongoing positive media coverage. That’s the topic of our next column. Stay tuned. zz Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of NC offering marketing, advertising, and brand strategy to a roster of international clients.

Kathy has shared her talents with the home furnishings industry for three decades before forming her own business 16 years ago. Her motto? “We don’t work with jerks.” themediamatters.com Facebook: themediamatters Twitter: @themediamatters

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INSIGHT business coaching

Check Your Math

Small changes can make a big difference in your bottom line

by Roger Gober

Do you really know your P&L statement?

Understanding this boring question could be the only thing that saves you when the next economic dip comes.

I know some of you read that paragraph and thought “why waste ink on that topic?” My response is that those of you who read your P&L, understand it, and actively work to improve it, are the survivors. After 36 years in this business and thousands of conversations with excellent business owners it still amazes me how few understand their income statement.

didn’t know this immediately you don’t understand margin.

The math on this is simple and very important. For example if your discount from a manufacturer on a shade product is 50/25 your net cost on that product is .375 which is .5 X [1 - .25] If your discount is 50/30/5 your net cost on that product is 50% of the first number, 30% of that number and 5% of that number or: .5[[1-.3]1-.05] = .3325.

Backing this into your profit margin, you divide the amount of the profit by the price the consumer paid, so: $250 (profit) ÷ $625 (sale) = .4 (profit margin) So a 40% profit margin on this sale requires 66% mark up.

Make it Make Sense For You Sound confusing? It isn’t if you know your numbers. The problem with all of this math is when it comes to your income statement your cost of materials shows If you buy a product for X up as a margin, not a markup. It’s such an issue that about 10 years and sell it for X + 40%, ago Hunter Douglas started listing the multiplication factors on the that’s a 40% margin, right? cost sheets for various margins Wrong. That’s a 40% mark- their dealers might want to sell at.

Proof that the net cost concept we up and the difference to your just walked through can be tricky to grasp.

A Little History In my 36 years in this business we have been through four economic downturns, two of which devastated the industry. The 19801982 recession and the 20082010 recession both took out some of the biggest names in the bottom line can be substantial. industry at that time. In our Florida market alone we have seen For most retail window treatment In order to achieve the 40% margin you over 100 window treatment businesses businesses, the largest line item on the want, you must divide that net cost factor income statement is the cost of matefail since 1980. by 1 minus the margin you want to make. rials. A small fluctuation in this number can mean the difference between black There are many reasons for the demise of For instance, if your net cost factor is a business but over the years I’ve noticed .375 and you want to have a 40% margin ink or red on that last number on the you divide .375 by (1-.4). Or, if you do the income statement. a re-occuring theme—many of these subtraction in advance: owners did not understand what a true margin is and how that equates to their There is no set number for what percent.375 ÷ .6 = .625 income statement. How many times have age of your gross sale that number should you talked to someone and they told you be because everyone’s business model A 40% margin on .375 is a multiplication they work on a 40% margin, stating they is different. But just for example, we factor of approximately .625. If the retail buy a product for X and mark it up 40% reduced our materials cost by 2% and the price on your sheet is $1,000 multiply by and that’s their margin? Wrong. That, my percentage increase on our bottom line .625 and the client’s price is approximate- was incredible. For instance, if your yearly friend, is a markup, not a margin. ly $625. Your cost from the manufacturer sales number is $1,000,000 and your on that shade was $375. bottom line is 5% or $50,000 go down Business by Number your income statement and compare If your cost on a shade is $100, a 40% $625 - $375 = $250 (profit) margin on that product means you percentage costs of each item and do some math. should be selling it for $166. This is a 66% mark up but a 40% margin. If you 16 | wf-vision.com | Sept + Oct 2016

If your materials cost is 52% and you reduce that number to 50%, that equates to a $20,000 increase to your bottom line.

That’s a 40% increase in your bottom line based upon a roughly 3.8% decrease in materials cost.

Take this same concept and apply this 3.8% decrease in cost to something far more difficult to control, such as labor cost. If your labor costs are 22% of gross, a 3.8% decrease in this number equates to an increase of roughly $8,400 to your bottom line or approximately a 17% increase in your bottom line. So small changes to big line items can make a tremendous difference in your profits.

Take The Time to Find The Money Going back to my original margin comparison, if I sold that same product to the customer for $650 instead of $625, the margin on that window treatment just went from 40% to 42.3% and your materials cost just went down on your income statement by the same 2.3%.

My recommendation to everyone is to have a monthly budget meeting where each line item on your income statement is scrutinized against the month before, the year before, and to watch for even the slightest variations in the percentages. If you don’t understand your statement, it’s past time you learned how. It’s a fact of business that the next down turn in the economy is always

just around the corner. Those of us who can see the signs first on our income statements will be the best prepared. z Roger Gober is a retail manufacturer in the window treatment business with 36 years of experience. He runs one of the largest single store operations in the U.S. with a staff of 70. allaboutblinds.net Facebook: AllAboutBlindsandShutters Facebook: roger.gober.5 LinkedIn: roger-gober

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Window Fashion Vision | 17

INSIGHT take note

Just Say No

Cord warning labels serve an important purpose and should not be removed

by Joe Jankoski

Did you know that all corded window coverings sold in the US and Canada must follow strict requirements about product safety warnings? These include warning tags attached to the cords and bright orange warning labels located on the bottom rail. As a window treatment professional, it’s in your, and your client’s, best interest to understand why these tags and labels are in place.

Because you may face a situation when a client asks you to remove these items, particularly the orange warning label on the bottom rail. These labels are placed on the window coverings with a strong adhesive, making them almost impossible to remove. Their purpose is to warn the original buyer, and subsequent users of the product, about the child safety issues associated with window coverings cords.

The Window Covering Manufacturers Association (WCMA) has developed the safety standard for all window covering products sold in the United States. The standard specifies what must be included on the warning label, its color, size and that it must be in both English and in Spanish (English

and French in Canada). These labels are a requirement for the manufacturer and seller of the product to be compliant with the current window covering safety standard.

warning tags are not designed to be permanent. But we strongly suggest you leave the tags on the product to help ensure that they are actually read by the homeowner.

The United States Consumer Product Safety Commission is the organization that enforces the Window Covering Safety Standard. You, as a professional, do not want to put your customer or your company in jeopardy. These permanent warning labels should never be removed by you, or anyone else.

When window coverings are properly installed using all of the safety devices, the risks to children and pets are drastically reduced. If you are asked to remove the warning labels, you must politely answer no. As window covering professionals, it is our responsibility to inform consumers about child safety and the important message on the warning labels is part of that responsibility. zz

Professional Responsibility Think of buying a new automobile. All new cars have warning labels on the sun visors. Try to ask the car dealer to remove those warning labels before you drive away…I think you know what the answer will be. They are not willing to violate the law and put their dealership at risk.

This article is focused on the warning labels, but the warning tags, typically attached to the cords themselves, are critcal as well, as these are also a requirement of the safety standard.

In contrast to the warning labels, the

Joe Jankoski is the president of the Window Covering Manufacturers Association (WCMA).

Future pieces from WCMA will address the association’s work with the Department of Energy regarding energy savings and window treatments, information on standards, and other relevant industry topics. wcmanet.org

An example of a warning label that is compliant with the safety standard. This label or something similar must appear on the bottom rail of every corded window treatment sold in the US and Canada and should not be removed by the dealer, designer, installer or client.

18 | wf-vision.com | Sept + Oct 2016

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INSIGHT take note

Share on Air

An experienced window treatment professional launches a business podcast Interview with LuAnn Nigara

A successful business is not a product of accident, chance or luck. It is based on sound business practices executed day in and day out.

it’s 50th episode (which, at the time of publication it has since surpassed) Window Fashion Vision interviewed her latest venture.

The statement above is one of LuAnn Nigara’s core beliefs. Nigara, together with her husband and cousin, built the New Jersey-based Window Works, into one of the leading custom window treatment businesses in the Northeast, by learning, adapting and applying a range of best practices over the company’s 34-year history. But she noticed that many talented individuals unable to maintain a similar business longevity.

Window Fashion Vision: What research did you do before your first podcast?

How did you determine the length and format? How to market and promote it?

LuAnn Nigara: I listened to probably 300-500 hours of podcasts over a four month period before preparing my own business plan for our podcast. The topics included how to buy and set up the equipment, how to identify your target audience, how to reach your audience, how to find guests, how to edit, how to outsource podcast related tasks, how to grow an email list, how to monetize a podcast…the list goes on.

the first five-to-eight interviews will always be less than amazing and there is no way to by pass that curve except to go through it and power on. And I learned it is helpful to interview people you have some relationship with for those first interviews to help you do your best through the growing pains.

4. I learned that there are amazing people out there and I am grateful to be making so many new friends though the podcast.

5. I have learned there are some insanely smart people out there who are happy to share their expertise with their colleagues. Some of our topics have included “How to Re-build Your Firm”, “How to Run a Profitable Business”, “Resource Management”, “How to Throw a Successful Event” and many others.

“Over my 30+ years in business I have had the privilege to work closely with many interior designers and sadly, many designers believe if they are talented in design they will have a successful business,” said Nigara. “They wonder There are insanely smart why they don’t have a full pipeline 6. I learned that even though or a full checkbook yet they often people who are happy to most will advise you to keep your don’t look to evaluate their marketshow at 35 minutes, if you have share their expertise with ing strategies, the profit and loss of great content it truly doesn’t matter. their projects or the management their collegues. of their resources. Many designers WFV: How do you determine your have questioned me and picked my guests? How do you prepare them?

WFV: What have you learned about brain on various business topics over the podcasting since your first episode? In years and I realized this was a subject I terms of interviewing, organizing the LN: My first guests were from my imwanted to further explore and explain.” episode, marketing and promotion. mediate resources and colleagues while I researched potential future guests To that end, in February 2016 Nigara LN: 1. Technology is the most amazing through Instagram, Twitter and design launched “A Well-Designed Business” thing and the most frustrating thing— blogs. I continue to do this but I also a podcast to share design business every single day :) have three different PR firms that have knowledge and resources. Drawing on found the podcast and are consistently not only the expertise she has accu 2. That it is always worth my time to re- pitching their client roster to me. In addimulated over her years in business but tion designers are reaching out asking to search my guests as thoroughly as I can. also through interviews with suppliers, be on the show and guests are referring It shows respect for them, their time and designers, consultants and other profes- their business and it makes us both feel colleagues to be on the show. So yay! sionals, she has addressed a variety of very comfortable in the interview. topics, all of which can help improve the To prepare for my guests, I read everysuccess and profitability of a design busi- 3. I learned all experienced podcasters thing that can be found on the internet ness. As Nigara’s podcast approached about them, including their website, are completely right when they tell you 20 | wf-vision.com | Sept + Oct 2016

their Houzz site, FB, Instagram, etc.

Then, on interview day I spend 15-20 minutes prior to the podcast getting to know them and letting them get comfortable talking with me.

much faster than I expected. This is wonderful for sure but it means from a business standpoint I must be diligent in developing systems so I can duplicate myself and my efforts in order to successfully grow the platform the

Don’t underestimate the hours that go into creating a good podcast. It’s way more than what happens on interview day.

WFV: What do you feel have been some of the most successful aspects of your podcasting experience to date? What are some of your goals for future podcasts?

LN: I am very proud that Kravet Inc. chose to sponsor my podcast before I even launched and before the podcast was live. They made their decision based on the concept, my credibility as a business person and their true goal as a company to assist interior designers in becoming successful and profitable.

My podcast numbers are growing beyond expectations, we are nearly doubling our downloads every month, and the feedback we get on social media is humbling. Future goals include podcasting from industry events such as High Point, the AD show and, of course, IWCE. WFV: Did you have some initial ideas/ expectations before your first podcast that you have since had to adjust or modify because the actual experience differs from your early plans?

LN: The biggest difference in my original expectations and the reality is that everything I imagined would happen has happened but it has happened

podcast is creating. As with every wellrun business, in order to grow you must evaluate the tasks that only you can do and the ones you can hire and delegate out. Before doing this however, you must have developed clear outlines of how these tasks are done so when you turn them over, you know they are done correctly without having to micromanage your staff. That is my challenge now because the podcast and the opportunities from it are happening so quickly I am consistently struggling with the “doing”, while knowing I need to “record and systemize” what I am doing related to the running of the show. Oh yes, and all the while attempting to carry my weight at Window Works! Truthfully, if it weren’t so darn exciting it would be quite daunting.

but like everything else worthwhile, you shouldn’t underestimate the hours that goes into creating the platform. Beyond that, the best advice I can share is that the most successful shows have a very narrow target market, a likable host and a defined marketing plan with cash flow to fund it through the growing period.z LuAnn Nigara is an award-winning window treatment specialist and together with her husband and cousin she owns Window Works, in Livingston, NJ, which provides custom window treatments and awnings to both retail and trade clientele. windowworks-nj.com/podcasts Facebook: windowworksnj Twitter: WindowWorks_NJ Pinterest: windowworks Instagram: windowworks Houzz: window-works

WFV: Do you have any advice for someone wanting to launch their own podcast?

LN: I, of course would recommend it, I am enjoying it very much. But just like a friend you might have who loved running in the NYC Marathon, it is way more than what you see on race day, meaning interview day.

Podcasting is not rocket science and it certainly can be learned easily enough, Window Fashion Vision | 21

INSIGHT take note

Lessons Learned the Hard Way An installer shares his perspective on what makes an effective team

by Roger Magalhaes

After 10 years in business, I’ve found that communication, or the lack of, is the cause of the greatest frustration in the supplier/designer/installer/client chain.

My name is Roger Magalhaes and I know this because I lived it. I started out by installing hard window treatments, then added soft treatments. After a couple of years I began to sell product.

I moved my business out of my house into a commercial space with employees and a showroom. At one point we were installing for over 30 different accounts.

But things did not work out as anticipated and I had to re-invent myself. Today I install for a few high-end designers and workrooms, along with some commercial accounts, a few architects and builders.

Why does all this matter to you?

Because I want you to be comfortable with me. I understand what it’s like when a project does not work as planned. I know the pressure and frustration that comes from dealing with troublesome suppliers, ego-driven team members and difficult clients.

But the client doesn’t (or shouldn’t) see any of those issues, in fact it is our job as window treatment professionals to mitigate difficult situations and find a permanent solution for any problems that arise.

So, after starting small, growing fast and learning some lessons the hard way, I’d like to share with you some of the ground rules I’ve since implemented in my business.

Be Conservative With Your Accounts We all have suppliers that we love and others we don’t. At one point I had over fifteen suppliers. I would use some 22 | wf-vision.com | Sept + Oct 2016

more often than others. But when a client called looking for something I didn’t have, I went and opened an account for that specific product. The problem is that I was not familiar with that vendor and its quality. And because I did not do a good amount of business with them, I was not an “important” client, which affected the service I received.

Once I realized how that lack of service and support affected my business, I narrowed my supplier list to five vendors. Now, if someone comes looking for a product I don’t offer, I show an alternative and explain why I prefer that vendor. Sometimes I get the order, sometimes I don’t, but I know when I do place an order that my vendors have my back if a problem should arise.

Key Links in the Chain Communication and personality play huge roles in this critical relationship, and egos must be set aside. I have seen projects turn into disasters when designers and installers both try to take credit. This is the wrong approach, as a successful project is a team effort and requires mutual respect.

A big part of this respect concerns scheduling. Most installers I know work for several designers and decorators.

They have their own company to run and cannot simply drop everything to fit in an unscheduled measurement or installation. I personally use Google Calendar and ‘share’ an event with my teams as we book jobs. That way, everyone is clear on dates and times.

Establishing a reliable communication system complete with email or text messages that can be retrieved while out of the office will ensure there is no confusion as the dates are set.

Managing Clients We all need clients and would have no business without them, but they should not run your business. You need to be the one to set limits and deadlines.

How many times, in order to please the client, have you promised products that you “hope” will be ready? I’ve done this myself—going to an install when I did not have all the products, which meant having to return on another day to complete the project. Being honest and realistic about deadlines and schedules is sometimes hard, but over promising and under delivering is a lot worse.

My goal with this column is to make you and your business more profitable by sharing my experiences. I understand that not every job is going to be perfect. But having great relationships with your vendors and a clear communication about realistic deadlines will reduce the risk of an unhappy client and consequently more potential work down the road. Until next time! z Roger Magalhaes is a certified Professional Installer

by The Custom Home Furnishing Academy, Lutron, Hunter Douglas, Somfy and Norman Shutters, an active member of the WCAA, founder of the Facebook group Free Speech Window Covering Pros and the founder and owner of Shades IN Place Inc., Franklin, MA, established in 2006.

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WINDOW FASHIONS DESIGN & EDUCATION MAGAZINE

DESIGNER TRIMMINGS

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November 2006

Decorative

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Drapery Hardware

NEW PRODUCT WRAP UP

Combining Elements • Overcoming Shutter Shyness

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FOLLOW

YOUR

BLISS

The Range of Roman Shades Southeast Coastal Style Verticals Expand the Horizon

IDI Explores the Future of Sampling

WOVEN

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COLOR TRENDS & CORD SAFETY

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STATE OF THE INDUSTRY

2014 Industry Resource Directory

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WINDOW FASHIONS DESIGN & EDUCATION MAGAZINE

STATE OF THE INDUSTRY:

SHUTTERS INTERIORS EXPO

WEST

DESIGNER TRIMMINGS WF Envision Design Winners

Shutters: High-Style Colors and Finishes

Three decades of changing styles, economic upswings and downturns, shifting markets, product innovations, unexpected challenges and hard won successes— the evolution of the window treatment industry has been tracked and mirrored by this magazine.

Publisher Grace McNamara asked a few colleagues who have shared the same journey for their thoughts on 30 years of window treatment history.

WINDOW FASHIONS DESIGN & EDUCATION MAGAZINE

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OF ALL KINDS

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She asked them to look back—to recount what they saw as some of the most significant changes to the industry—but also to look forward and predict what changes we might face in the March 2006

PO Exhibit Hall Guide from Heimtextil ng the Historic Home

D OF

A BEAUTIFUL INDUSTRY

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near future. Look for more in this series throughout the coming year. If the past 30 years have been any example of what’s to come, it should be a tumultuous, exciting experience.

Window Fashion Vision | 25

INSIGHT leader board

Significant Changes

1

Bruce Bernstein Bruce Bernstein Thirty years ago, custom window treatments could be bought by almost all socio-economic groups. Now the middle class purchases blinds and shades from the box stores and great looking ready-made panels from a variety of national chain retailers ranging from Bed Bath & Beyond to Neiman Marcus.

2 Gerrit Vrielink

The prevailing opinion on motorization 30 years ago was that “these things are a real pain.� But, motorization, once considered an expensive indulgence, has rapidly made the transition to a must-have feature.

3 Joe Remmert

The biggest technological advance in the past 30 years was the introduction of the personal computer and the impact the ensuing digital revolution had on an industry that was previously a mom and pop operation.

The computer age brought more people into the category, and allowed more individuals to successfully sell window fashions.

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INSIGHT leader board

Significant Changes

4 Bill O’Connor

The channels of distribution have changed. Thirty years ago there were thousands of independent retailers, and, as a wholesaler, it was not unusual to sell to an independent retailer under thirty years old. Today, a twenty-something owner of an independent shop is extremely rare.

But professional designers seem to be flourishing as consumers, who are brighter, hipper and more savvy, demand looks that meets their unique personalities. As a consequence there’s been an increased call for professional design services.

5 Alex Garcia

Our industry has shifted from a market of sellers to a market of buyers. Thirty years ago the most important thing was to be able to produce a decent product and customers had to adapt to whatever was available. Today any customer, small or large, has access to endless possibilities and information. This gives the power to the customer, who today can choose and tell the manufacturers the products, the price, and service they want.

6

Bruce Bernstein Joe Jankoski In the earlier days of the window treatment industry, the products of choice were horizontal blinds made of metal and wood and vinyl roller shades. About 30 years ago the honeycomb shade was born and it triggered an avalanche of product innovation that continues to this day. This surge resulted in the birth of new product categories that uniquely combined form and function.

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28 | wf-vision.com | Sept + Oct 2016

INSIGHT leader board

Future Expectations

7 Tom Marusak

Innovation will continue to transform the industry. In the not-too-distant future, cordless products will be the standard for all companies and all product lines as advancing technologies enable cordless mechanisms to be manufactured at comparable cost to alternative corded systems.

Technology is changing the world, and happily, the world of window coverings is not being left out.

Cordless shades from Comfortex, Inc. 30 | wf-vision.com | Sept + Oct 2016

8

Randy Meppelink

There are two things I believe will have the most impact on the future of our industry.

First is the consolidation of companies through all the Springs and Hunter Douglas acquisitions. Second is the role the internet plays in both educating the customer to purchase products online.

The long-term effects from these two developments will continue to play out over many years to come.

9

Bruce Bernstein Joe Remmert I always say there are no new ideas, just old ideas reinvented to use today’s technology.

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INSIGHT leader board

Future Expectations

10 Alex Garcia

Fashion has taken over the business. Consumers want to be able to choose an unique product and create their own designs, therefore every item included in the shade is subject to personalization.

Fabrics need to be presented into inspirational guides and not simple catalogues; fascias and cassettes need to offer different finishes to satisfy different decorative styles; components need to look as well as they perform; and every solution needs to have an alternative in design.

11 12 Bill O’Connor

I see three important aspects for the future of this industry: One, every window fashion will be motorized as a standard feature. And they won’t be the bulky motors of today. Nor will they require a remote control or batteries.

The first one who develops it wins...and wins big. Two, consumers will be able to experience a virtual shop-at-home appointment. Three, there will always be fabric, which means there will always be “custom custom.”

Joe Jankoski

transformed into an elegantly em-

Today window treatments are an integral part of the growing smart home environment. Create “movie time,” or “good morning” or “good night” …and your blinds will automatically adjust themselves to support that life moment. When was the last time you got out of your chair to change the TV channel or manually opened your garage door? This moment is truly an inflection point in the history of the industry. Exciting times lie ahead.

bellished custom window treatment

The PowerView app from

Delicately embroidered fabric

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Hunter Douglas integrates

Vertilux offers the customization of

industry, such as this creation from

window treatments into the

wood blind finishes and tapes.

Horizon Window Fashion.

consumer’s lifestyle.

32 | wf-vision.com | Sept + Oct 2016

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INSPIRE design file

36 | wf-vision.com | Sept + Oct 2016

Beautiful Dreamers

A look at the top three window treatment projects from Decorating Den’s 32nd annual Dream Room competition.

Window Fashion Vision | 37

INSPIRE design file

38 | wf-vision.com | Sept + Oct 2016

3 Terri Ervin, Decorating Den Interiors, Dacula, GA

A set of owl-themed bedding helped jumpstart the transformation from neutral guestroom to a newborn’s room. The bright colors of the bedding inspired the palette for the walls and accessories, while the crib bumper was remade with owl appliqués sewn inside the bumper and the colorful chevron-style stripe and polka-dot fabrics used at the window for its exterior.

“The walls are a clear, bright blue and the other colors are bright and strong as well, so I used white for the main part of the panel to calm things down somewhat,” explained Ervin. This choice also helps tie in the white wood blinds with the rest of the window treatment. The large-scale jungle floral had all the right colors to work in the room and adds a more sophisticated note that will help the design transition from infant’s to a young girl’s room with just some changes in accessories.

Ervin added a little pizazz to the white wood drapery hardware by painting the rings and bringing the same orange polka dot used as a crib accent to the top of the window as kerchief tie accents.

“My client was adamant that this design contain no pink and the fun, cheerful colors of the ‘owl palette’ made that easy to achieve,” said Ervin of her winning design.

ADDITIONAL CREDITS

PROFESSIONALS: Workroom: Window Fashions Inc., Lawrenceville, GA. Installer: Matt Hugo, Dacula, GA. SUPPLIERS: Wood blinds: United Supply Company, Pinnacle 2” in alpine white. Drapery hardware: United Supply Company, Wood Select 2 1/4” in white. Kerchief fabric: Duralee Fabrics, #42391/35 in tangerine. Drapery panel fabric: Carole Fabrics, Daydreamer in white. Drapery panel and crib bumper accent fabric: Carole Fabrics, Renegade in capri. Soft shade fabric: Carole Fabrics, Edmondo in parakeet.68J6161.

Window Fashion Vision | 39

INSPIRE design file

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2 Cassy Young, Allied ASID, Decorating Den Interiors, Bogart, GA

This double height window wall needed a more suitable, more practical design. The western exposure made the light too intense during the later part of the day and while the lower windows were screened somewhat by a pergola on the terrace, the untreated arched upper windows required light control. Young notes: “The “before” silk panels on the lower half of the window were a temporary fix. The upper windows needed the softness of fabric—a pattern would become too busy, but solid panels didn’t offer enough impact.” Young designed extra-long stationary panels to flank each set of French doors, breaking up the lengths with horizontal bands of color. Remote-controlled black out shades in a color that matches the trim, were installed on the upper windows. But that’s just the basic overview, Young made several important specifications for this design to work well.

A three-inch rod in a dark finish was used so that it didn’t disappear in the room and because with the panel stackbacks plus allowing room for the doors to open, the width of hardware became an issue, so Young specified end caps rather than finials to adjust for the tight fit.

The drapery panels are a 100% linen-look polyester, with a standard lining. “While I prefer to use a dual lining on most drapery panels, I knew it would add too much weight, which is a concern with panels this large,” said Young. “A standard lining cut down on the overall weight considerably.” The banding on the panels was done by a local workroom Young trusted with the precise measurements necessary to position them for consistent placement across the room.

The black out shades were outfitted with an extended wire battery pack, which allows them to be located 10’ off the the floor, rather than at the top of the shade. This provides much easier access when batteries need to be changed.

ADDITIONAL CREDITS

PROFESSIONALS: Workroom: Window Fashions Inc., Lawrenceville GA. Installer: Mike Saxon, Duluth GA.

SUPPLIERS: Motorized black out shades: Graber, Eventide in restful white. Drapery hardware: United Supply Company, 3” Wood Select in black. Drapery fabrics: JF Fabrics, Ringo in 31J6161, 34J6161 and 68J6161.

Window Fashion Vision | 41

INSPIRE design file

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1 Nola Shivers, Allied ASID, Decorating Den Interiors, Nixa, MO

The dramatic woodwork in this room is a compelling architectural element, but as Shivers discovered, it leaves absolutely no room for error in measurement or installation.

“The client asked for a design that would help brighten the

room, with a more updated look,” said Shivers, “and insisted that the new design include absolutely no puddling. In fact, she didn’t even want the treatment to touch the floor!”

Shivers’ design solution combines a clean-lined, more contemporary approach with a touch of rustic that suits the

home. The nailheads reference the Craftsman aethestic and pick up on the accent from the leather club chairs. The faux iron tracery inset serves a similar purpose while also integrat-

ing the upper arch portion of the window, an element that

was ignored with the previous design, where the arch was a large visual void.

“The client allowed us to ‘get out of the box’ when designing this treatment,” said Shivers. “And although there were concerns given the tight fit of the cornice in relationship to

the window frame and the arched beam, everything went

perfectly, as the workroom and the installer did masterful jobs. The client is thrilled with the result!”

ADDITIONAL CREDITS

PROFESSIONALS: Workroom: Linda Tully, Linda’s Custom Coverings, Lexington, KY. Installer: Marshall Duff, Springfield, MO.

SUPPLIERS: Arched insert: Tableaux, faux iron 753 in antique bronze. Drapery fabric: Fabricut, Akari in stone. Nailheads: 1/2” in bronze.

Window Fashion Vision | 43

INSPIRE design file

F

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Farmhouse

Fabulous Designer Kristine Robinson, WFCP, WCAA, transforms a hodgepodge farmhouse bedroom into a charming retreat.

Window Fashion Vision | 45

INSPIRE design file

Earlier this year Kristine Robinson, of Robinson Interiors, designed a young lady’s suite for the Bucks County Designer House and Gardens to benefit the Doylestown Hospital in southeastern Pennsylvania. The featured property, an 1830 farmhouse, included many of the quirks common to old homes that have been randomly updated and adapted over the years.

Robinson was one of more than 30 design professionals, including landscapers and artists, who contributed to the home called Foxwood Manor. She was given free reign in her room—with no guidelines, specs, or parameters, except that the future homeowner requested no wallpaper be used in the space.

Working with a trusted team of suppliers and supporting talent, Robinson transformed a room featuring a jumble of doors, windows and other distracting elements into a stylish, sophisticated haven.

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ABOVE: The floral fabric on the center pillow, Poem 1 in peacock from Stout Textiles, was Robinson’s inspiration for the project. “The combination of that seafoam blue/green with the bright coral color is so pretty and unusual,” she said. “It set both the color palette and the overall mood of the room.” RIGHT: There weren’t a lot of options for the bed placement and Robinson’s perferred position, where the bed takes center stage and is the first thing seen upon entering, wasn’t possible due to the three doors on the wall opposite the door (see far right, top). The original plan (not shown), left much of the antique wide plank pine floor bare and positioned two arm chairs facing the dresser at the end of the bed.

FROM TOP: The wall opposite the entrance has an attic door (on the left), a cedar closet under the stair, then a small L-shaped nook of wall space and another shallow closet on the right. The entry door wall has the bathroom door (at the right) and entry door. The wall turning left upon entry has two windows and a radiator, while the opposite wall mirrors this. Visible issues include the bulky ceiling vent, centered in the ceiling of the space, doors that open right in front of the windows, uneven door placements and an exceptionally low (80�) ceiling.

Window Fashion Vision | 47

INSPIRE design file

Usually, after deciding on the furniture placement, Robinson starts thinking of a color palette. “For me, color is almost always dependent upon fabric choices, and to choose fabrics effectively, I need to know what I’m going to do with those fabrics,” she said.

Bedding is a key component, but Robinson is a firm believer in the power of custom window treatments and draperies. “Custom treatments elevate a beautiful interior to the next level making it luxurious and high-end,” she said. So, in addition to the custom bedding, she briefly considered elegant, full-length, draperies to help elongate the room, but immediately recollected that wasn’t an option. “Given the placement of the attic door right next to the window without the radiator, the open door would block any outside mounted treatment,” she said, adding, “and there’s no space to accommodate any fabric there on the wall at all.”

The deep-set windows were ideal for inside-mounted treatments and Robinson decided upon soft-fold Roman shades, a classic, understated look. But to bring some of that custom luxury to the room, she designed a half tester with bed-hangings to fit between the two windows.

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“Creating custom window treatments is no easy task and can often be quite an investment both in fabric costs and in the fabrication labor,” said Robinson. She called on one of her favorite window treatment professionals, Grace Rumer, owner of Grace Irene Window Fashions for assistance with the soft goods fabrication.

Both women worked closely with Stout Textiles, who provided all the fabrics and trim. “One of the reasons I reached out to Stout for involvement in the project is because they are local and family owned,” explained Robinson. “I’m very fortunate that they are headquartered just a few miles from both my home and this showcase house.”

Once her palette was established Robinson chose Galt Blue, a historic Williamsburg color by Benjamin Moore, and had the walls, doors and all trimwork painted which helped disguise the many crooked windows and doors. “Visitors loved the color, although many were suprised by the name, most considering it a ‘seafoam green,’” she said. “With the paint as camouflage, the bed and the mural (shown on the opening spread and the following page) really give something to focus on rather than all those different lines and openings.”

Window Fashion Vision | 49

INSPIRE design file

The removable, repositionable mural on the “door wall” is custom printed on canvas by Limitless Walls. “They helped me colorize a floral watercolor to match my fabrics, then printed it on a peel-and-stick backed canvas,” she explained. Applied in the nook between two doors to ceiling height, it is the first thing visitors see when entering the room. “The ‘exploded’ floral feels very modern and helps update the traditional furnishings used throughout,” said Robinson. “It’s also another design element to draw the eye up and add a sense of height to the room.”

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Since the ceilings were so low, there wasn’t room for traditional swing-arm lamps, but Robinson wanted the headboard highlighted. Her ingenious solution was to use a set of IKEA LED under-cabinet lights. “These were glued to the underside of the dust board on the valance and because LEDs don’t put off heat, there’s not a problem with them damaging the fabric or heat-buildup,” she said. The cords were threaded through and behind the fabric of the bedhangings—a simple and affordable solution for both a tight space and tight budget.

She consciously chose to use ‘Brown’ furniture in her room even though it’s not currently fashionable. “Many clients already have quality, dark wood furnishings,” she said, “and I like to show how you can still use these lovely pieces while updating with more trending color combinations, then adding a few contemporary accents, like the mural and the table lamps.”

Window Fashion Vision | 51

INSPIRE design file

RIGHT AND ABOVE: The relatively spacious bathroom was completely gutted and renovated with new drywall, tile and fixtures. Robinson chose paint colors and styled the entire space, designing a curvy lambrequin to help disguise the window’s awkwardly long, narrow shape while adding architectural interest to the room.

52 | wf-vision.com | Sept + Oct 2016

A combination of five fabrics and trims were used for this lambrequin, including the same textured cream woven from the bedroom window treatments and bed hangings. “The workroom did an awesome job of fabricating this treatment—no small feat, considering all the curvy shaped edges and separate pieces involved,” said Robinson. For the shower curtain (not shown) Robinson asked Rumer to use a matelassé bedspread, maintaining the serged, curvy edge for the leading edge of the curtain, while the top was hemmed and the remaining piece attached as a matching curvy valance. Buttonholes were inserted into the header for the shower curtain rings. z CREDITS PROFESSIONALS: Designer: Kristine Robinson, WCAA/WFCP, Robinson Interiors, Jenkintown, PA. Workroom and installer: Grace Rumer, Grace Irene Window Fashions, Hatboro, PA. Painter: Michael Howard, The Perfect Hangup, Warminster, PA. Bathroom tile and renovation: Julia Thomas, The Tile Gallerie, Dublin, PA. Photography: Jon Friedrich Photography, Telford, PA. SUPPLIERS: All fabrics and trims from Stout Textiles, Colmar, PA. Roman shades, exterior bedhangings, throw blanket and lambrequin banding: Gramercy 1 in cream.

Tape on Roman Shade, Bedhanging, and Bolster: Recite 5 in glacier. Tassel trim on throw blanket: Orchestra 1 in mineral. Bobble trim on bolster: Jumble 1 in mineral. Lip cord on bolster and floral pillow: Dalin 3 in coral. Custom duvet cover and shams: Whip 1 in seaglass. Inside bedhanging: Rhythm 2 in seamist. Bolster, throw blanket, and lambrequin welt: Scoot 1 in aqua. Large floral pillow a small rectangle pillows: Poem 1 in teal. Tassel fringe on small rectangle pillows: Sponsor 6 in vanilla.

Coral pillows: Pecan 1 in watermelon. Striped tape on coral pillows: Review 3 in dewkist. Brush fringe on coral pillows: Debonaire 8 in spa. Tape trim on lambrequin: Peekaboo 4 in shoreline. Furniture: Stenella Antiques, Perkasie, PA. Paint: Galt Blue, Benjamin Moore. Mural: Limitless Walls, King, NC.

A trained opera singer, Kristine Robinson, shown here, left with Grace Rumer, WCAA, measuring the windows in the ‘before’ of her showcase house room, has always been drawn to the arts. It was after a stint in real estate that she launched Robinson Interiors, where she combined her love of architecture and art. In addition to her thriving design business, Robinson is also the lead instructor of the Temple University Interior Design Certificate program, where she inspires the budding interior design in everyone.

Houzz: robinson-interiors Facebook: AffordablyFabulousInteriors Pinterest: Robinson Interiors Instagram: robinsoninteriors Twitter: @RobinsonInterio Window Fashion Vision | 53

Q : My client is looking to motorize their 2” horizontal blinds, but they’re concerned

about being able to precisely position the slats to manage the amount of light entering the room. Do you have a solution?

A : It sounds like our new Tilt 50 WireFree™ RTS motor would be the perfect option for

your client! Users can incrementally adjust slat positioning for the precise control of natural light using the Telis Modulis RTS remote, the dimmer for natural light. These motors are wirefree, battery-operated and feature an updated look and improved sound quality. Flexible power and control options expand application opportunities, while the built-in 12” battery power cable and integrated programming button simplify installation.

Q : I’m working on a job where my client already has a Somfy motorized awning and they’re interested in adding motorized shades as well. Can both be controlled with the same remote?

A : Yes, you can control both interior and exterior applications

with the same remote if both contain Radio Technology Somfy® (RTS). Somfy offers a wide range of control options that fit just about every customer need. We offer hand-held remotes, wall switches, table-top remotes, and even app control so your customer can operate their awning and shades from their favorite smartphone or tablet. In addition, Somfy controls allow users to set a favorite “my” position for their shades, program schedules using the myLink™ app, and create groups of motors for simultaneous operation. Somfy controls are compatible with our RTS motors, making them the perfect complement to a home with multiple motorized applications.

Q : I want my business to be more visible on the web, do you have any tips?

A : As you probably know, the web has become one of the first places people turn

to when looking for a product or service. So it’s definitely important to keep up your web presence. SEO or Search Engine Optimization is a great way to do just that. A benefit of the Somfy Expert Program is that it helps improve your SEO and enhance your company’s visibility in search results. Every Somfy Expert creates their own dedicated dealer webpage that shows up on the Where to Buy page on SomfySystems.com. Somfy Experts not only increase their general Have a question? search engine visibility, but also take advantage of Somfy’s advertising Send an email to and consumer brand-awareness campaigns driving traffic back to the asksomfy@gmail.com Somfy website. Enjoying leads from Somfy’s dealer locator is one of the biggest benefits of becoming a Somfy Expert!

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INSPIRE on our radar

Fringe

Benefits Fringe strutted down the couture runways three years ago and since then has gotten its flirt on with both street style and readyto-wear. Fringe now sashays full swing into home dĂŠcor.

While the traditional bullion fringe application on sofa skirts and draperies is a classic, this new flutter of fringes can be flamboyantly glamorous or gloriously bohemian.

Applied vertically, horizontally, into shapes and even layered, their varying textures and lengths are wonderfully tactile tools for designers to articulate an interior mood. zz

by Jana Platina Phipps

Right: Installation by the Rinfret Group at the Hamptons Designer Showhouse.

56 | wf-vision.com | Sept + Oct 2016

Modern Elegance

Home furnishing designers are returning to the glamorous allure of sheen, which has been out of fashion, but fringes are sleek now, not frou-frou.

Fibers may be silk, acetate or rayon, long or short fringes or even used as full-length drapery.

Clockwise from top left: The Petit Salon by Sawyer | Berson for the 2016 Kips Bay Decorator Show House featured an armless sofa with a long skirt fringe. Photo: Phillip Ennis, courtesy Sawyer|Berson. • A slinky skirt tassel fringe embellishes an Alexa Hampton sofa for Hickory Chair. • The Aster pillow by Pyar & Co nods to both the Roaring ’20s and contemporary fashion. • Elongated fringe at the window and on the bed frame in this room by Missoni Home. • Marchesa’s use of fringe is iconic to its feminine brand. Photo: Nieman Marcus. • Balmain has gained a cult following of celebrities and maximalist fans. The Fall 2016 collection mixes skin-tight silhouettes with the movement of fringe.

Window Fashion Vision | 57

INSPIRE on our radar

Make It Matte

Wool, cotton, linen or feathers, these matte fibers lend an exotic accent. This look may not be for everyone but there’s no denying it in vogue.

Clockwise from top left: Christian Siriano fringe dress from his Spring 2016 collection. • Cecil Pouf by V Rugs and Home layers fringe-like Tibetan lamb over Belgian linen. • Wooly diamond fringed pillow by ModShop. • Pearson ottoman with long linen tassel fringe. • Parker Posey in blush Mongolian knit fringe gown by Gary Graham for Fall 2016. Photo via garygrahamnyc.com. • Authentic Moroccan wedding blanket pillow by House of Cindy • Diagonal tone-on-tone fringed pillow by Kim Salmela.

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Ultra-Luxe

Leather and suede are not only luxurious materials to work with, they also easily cut into fringe.

Because of the clean-cut edge, the graphic lines are a perfect match for contemporary design.

Experience WCAA Where you are NEVER in business alone.

Member Benefits at a Glance: · Monthly educational webinars

· Local chapter networking

· Industry discounts and members-only perks

· Free on-line directory listing on WCAA Website

WCAA is the only national non-profit trade association dedicated to the retail window coverings industry and to our membership of designers, decorators, workrooms, installers and dealers.

Enjoy all these benefits and more; join today at www.wcaa.org

Window Fashion Vision | 59

INSPIRE on our radar

Ultra-Luxe

Clockwise from right: Ermanno Scervino multi-layered fringed skirt. • Aquazzura’s Wild Thing suede fringed sandals were one of the summer’s must-haves. • Alexander Wang leather fringe dress, Spring 2016. • The Bradley Sylvester Swivel Tub Chair in a setting by designer Julia Buckingham, Buckingham Interiors + Design. Photo: Laura Moss Photography • The Lady Clutch

by Sara Battaglia features vertically layered fringe. • Tom Ford’s layered fringe dress also features a deep back cutout. • Lee Industries’ fringed leather chair.

Previous page: Laura Kirar’s Guernica Chair

by McGuire. • Layered fringe leather gloves by D-Squared.

Jana Platina Phipps is well known as a trimmings designer with a refined vision for the use of trims in home furnishings, fashion and luxury DIY. Affectionately called Trim Queen by her clients, she adopted the moniker and launched her blog “Trim Queen Chronicles” in 2013, and now shares inspiration of modern embellishment and creativity daily via her social media channels.

TrimQueen.com Instagram: TrimQueen Pinterest: TrimQueen Twitter: @TrmQueen Facebook: TrimQueen 60 | wf-vision.com | Sept + Oct 2016

AVA I L A B L E I N 8 0 0 C O L O R S !

T H I N K COLOR. T H I N K GREEN. Color Lux® from Comfortex® offers the largest selection of colors for both cellular and roller shades in the window fashion industry. Available in light filtering or room darkening options, you’ll never have to compromise on color again. Visit us at comfortex.com and find out how to become a Comfortex dealer.

NEW! Check out our Color Lux Advisor tool at www.colorluxshades.com and when you become a Color Lux Dealer, you can add Color Lux Advisor to your company’s website.

INSPIRE on our radar

Cross Culture

Our current lifestyle is polarizing. On one hand we want the hyperlocal; on the other hand, we are intrigued by the exotic. Cultural influences are just a click of the mouse away but, if multi-cultural design used to be a clash, now these influences are being integrated everywhere.

There are two major factors driving the cross-pollination of cultures—the booming travel industry and the mobile internet. The rising standard of living for a large part of the world’s population, along with the democratization of tourism has lead to tremendous growth in air travel. • At the same time, mobile internet services are becoming more widely available and more affordable. Visual sharing platforms such as Pinterest, Tumblr, and others allow users to share, explore and understand a particular style or aesthetic in no time at all. • These trends will combine to cause cultural exchanges like none other in recorded history, at a time when consumers place more value on unique experiences than material products. z

by Hilde Francq

62 | wf-vision.com | Sept + Oct 2016

Window Fashion Vision | 63

INSPIRE on our radar

The New Eclectic In interior design, look for a mix of diverse styles, with antique carpets and ethnic cushions set against sleek contemporary fixtures and furniture. A 3D printed plate is showcased next to a vintage vase, while decorative elements from around the world form a personal museum in one’s home. Key themes include: • mix-and-match patterning • tapestry • henna motifs • patchwork • recyled yarns and materials • casual mix of cultural codes • emphasis on individual style

64 | wf-vision.com | Sept + Oct 2016

DESIGN ART

™

by ORION

Hilde Francq, a member of the Color Marketing Group first realized the power of color when she introduced prints and color to children’s bicycles—and they sold like hot cakes. Convinced of the power of color and trends and wanting to share that knowledge with others, she started her own firm, based in Antwerp, Belgium and now works with a range of international clients in the home, beauty and fashion industries.

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Window Fashion Vision | 65

Call for Entries

Join the prestigious list of award-winning designers and workrooms that have earned these coveted awards, designating them as the best in their field! Present your winning designs at the Design and Workroom Competition Awards Ceremony, Wednesday, March 8th, during the International Window Coverings Expo in Charlotte, NC.

Who Can Enter?

Professional designers, design firms and workrooms who design and fabricate exquisite window fashions.

Why Should You Compete?

You will be recognized as one of the most talented professionals in the industry.

Your winning creations will be featured in Window Fashion VISION magazine, on the wf-vision.com and IWCE websites. Past winners have acknowledged that winning the competition has helped their business grow –their customers are thrilled to be working with a nationally recognized professional!

In addition to national recognition, the Designer and Workroom of the Year will receive a FULL design pass to attend the 2017 IWCE (up to $500 value) along with a two night hotel stay. Winners of specific categories receive FREE passes to attend the exhibit floor.

Enter online until October 14, 2016. To enter and for complete guidelines and terms, go to iwce-vision.com 651.330.0574

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INSPIRE on our radar

It’s Going to be

Epic

The MoOD 2017 trend report is based around the theme of “Epic”, merging both the traditional meanings of an engaging story and a fanstatic experience, with the contemporary slang associations of crazy and amazing. Epic is playful, epic has a sense of humor and epic is an important part of the customer experience.

Epic includes three distinct trend themes: Nearness represents the next stage of the artisinal/crafted trend. It’s about ethical purchasing, local sourcing and strong, trusting consumer/seller relationships.

Wanderlust addresses the consumer need for the extreme experience, through spontaneity, maximilism and a “no-rules” credo. It’s the latest evolution of irony and hipsterism, leavened with a sense of humor.

Flukiness (shown here) is inspired by artifical intelligence and experimentations with new materials and new technologies. Its mission is to embrace change and encourage the interactions between man and machine. z

by Susan Schultz 68 | wf-vision.com | Sept + Oct 2016

Window Fashion Vision | 69

INSPIRE spot on

It All Comes to

So many things change so fast in our world that it seems to transform overnight. But in spite of this sense of speed there are many home design products that can take years to evolve.

I would venture to guess that many of your clients probably still have the original wood finish flooring or cabinetry in their homes from when they built or remodeled it. They may have changed out a few furniture pieces but by and

inet or dresser has become popular. This look is available in

large they probably have had many of their home furnish-

several ombré tones to coordinate with the overall color of

ings for the last 7-10 years. Unlike paint and fabric, wood

the finished piece.

stain finishes and effects don’t change as quickly because they are typically bigger investments, as a statement piece

These newer looks have relegated the clear neutral wood

or furniture, or as a signature look or architectural element

finishes that were popular in the past several years to has-

of the home.

been status in many categories, especially cabinetry. Overall, more open grain woods like maple and cherry along with

In my role for business development at Colwell Industries,

more exotic grained woods like elm, all with darker stains

I recently spoke with Gary Yoder, the president of Dutch

have become the new “normal” wood look.

Craft, a manufacturer of custom hand crafted furniture, on what he sees as trends in wood colors and stain. He

Colwell’s sister company, Technical Finishing Services, spe-

predicts greys, taupes and beige grays (sometimes called

cializes in custom wood finish samples for the wood finishing

greige) paired with white, grey, black or brown solid or semi

industry and suppliers. Prevalent in some of the new stain

solid opaque legs and backs on tables, chairs, cabinetry will

color trends are brighter “colors” and opaque finishes. These

continue to grow as the combination of wood grains with

include reds, blues, greens and even yellows along with

solid finishes is increasingly popular. Mixing of different

the more neutral beige greys and darker wood tones. Both

woods and finishes is a consistent theme, perhaps because

Colwell and TFS manufacture and fulfill samples for the

consumers start out with one type of wood but then can’t

wood finish, window coverings and architectural coatings

replace everything, so different finishes make their way into

industries via online ordering for the consumer. The conver-

a room over time.

sion rate from receipt of actual samples of our clients’ products to actual product purchase is over 80%—pretty strong

Distressed wood finishes are in huge demand, with the

proof that consumers respond to color and finish!

driftwood gray finishes and looks along with rough sawn and barn wood type finishes that we’ve seen in recent

And I need to mention one of the biggest finish trends

years continuing to be popular. But the distressed trend is

over the past few years—chalkboard paint. This look with

also seeing some different approaches, such as dark walnut

its many effects has taken the DIY and contractor market

with a burnished white for leg and base accents. Shades

by storm. People are converting vintage and even antique

of red, blue and green in weathered finishes have also

pieces into new keepsakes to enjoy the ability to embellish

been making appearances, often in conjunction with some

and decorate the item at will.

whites and sand colors.

Realizing what looks are coming in durable goods helps preMost recently the addition of an ombré edge that frames

dict what direction the design industry will move as color

a table top, drawer- or door-front or doors on a table, cab-

and wood finishes must be compatible but yet on trend! z

70 | wf-vision.com | Sept + Oct 2016

s Down the

Finish

by Cindy Gapter, CMG

TOP LEFT: Adelphi side tables by J. Robert Scott, Inc. in a custom ombrĂŠ finish.

BOTTOM LEFT: Weathered grey wood blinds are one of several distressed finishes available from Budget Blinds. ABOVE: Custom color chalkboard paint on a refinished dresser. Project by Janell Beals for HGTV.

Cindy Gapter has over 30 years in the color sampling industry as well as over 28 years as a member of Color Marketing Group having served on their Board of Directors and Executive Committees. With her MBA and color and design experience she writes from both a design and business viewpoint.

Gapter is a sales and business development executive with Colwell Industries in Kendallville, IN. colwellcolour.com Window Fashion Vision | 71

INSPIRE spot on

Photo courtesy of Multi Dye Chem.

72 | wf-vision.com | Sept + Oct 2016

A

More Colorful A look at a decade plus of color palettes, color directions and key color families. What’s changed and what’s next?

by Susan Schultz

Window Fashion Vision | 73

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Color has always been a trait that engages the senses—whether to se-

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duce or caution, to provoke or pacify—color provides layers of mean-

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ing and context, although sometimes with distinct cultural differences.

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But as a growing international middle class and trans-cultural

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consumers encourage a blending of tradition and styles (see the “Cross Culture” trend piece in this

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issue) color palettes have become both bolder and more defined.

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The number of colors selected for inclusion in the 2004 palette on this page needed to account

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for distinct cultural differences throughout the world, while the

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2016 palette has less than half that number.

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Reviewing color palettes, separating them into various families and

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groupings, provides an opportunity to look at the phenomena of “color trends” and “color of the

Twelve years of color palettes from AkzoNobel., a Dutch paint company that distributes internationally, primarily under the Dulux brand name. Grouping all the trend palettes developed each year and comparing them across time creates a compelling visual that also illustrates changing preferences and styles.

74 | wf-vision.com | Sept + Oct 2016

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Window Fashion Vision | 75

INSPIRE spot on

year” promotions with a fresh

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’10

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eye. It allows us to better see how palettes have evolved, influenced by global trends and shifts in taste, making it easier to recognize that a changing consumer base has lead to edgier palettes and color combinations.

“Younger buyers today don’t have some of the no-no rules that former generations had,” said Pantone’s Leatrice Eiseman, the company’s color trend guru. ”They want to experiment with color and share the results.”

Meaning social media is saturated with color lovers posting about their latest color passions and in turn, those exciting, engaging, inspiring colors and color combinations are showing up in fashion and home designs.

Translating socio-economic, technological and other key barometers into color is always a process that is part intuition and part research. Looking back at where color “has been” is one way of understanding what to look for in the future. z 76 | wf-vision.com | Sept + Oct 2016

By looking at the key color from each family, each year, it’s interesting to see the variations. For example, the reds have remained remarkably consistent from 2010, with the exception of the deep purpled red of 2014. On the other hand, the greens have moved a lot, including a pale, almost-yellow to a deep teal and almost every variation in between. Yellows have made a different type of progress, moving from citrus-influenced looks in earlier years to the recent earthier, more substantial options. The warm neutrals went through a considerable cooling off from 2011-2015, with a more traditional cast only appearing again in the 2016 palette.

All colors shown are based on CMYK representations of AkzoNobel paint colors, as listed in the company’s trend reports. Colors so adapted are not accurate as to actual paint colors and the palettes shown are for illustrative purposes only.

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ONA DRAPERY Hardware

Product Showcase

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.

ORION ORNAMENTAL IRON, INC.

Q MOTION

3D Drapery Panels

Elegant Beauty, Pure Luxury, and Full Integration.

Introducing Orion’s latest product addition, 3D Drapery Panels. Similar to 3D Drapery Hardware, 3D Drapery Panels allow you to have the finial in front of the rod, but now the wrap around front portion of the rod can be used for stationary panels. It’s perfect for tight spaces and new design options! sales@ironartbyorion.com www.ironartbyorion.com 877.476.6278

QMotion offers the only automated window treatments that can be operated by hand, remote or smart device. Our automated shades can now be fully integrated into your current home automation system using 2-way communication with ZigBee HA1.2.

Visit QMotionShades.com or call 877-849-6070.

SUREWIN

Uni-Soleil

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

Uni-Soleil new roller clutch are smoother, easy go and much quieter. With complete range of roller collection in the world with USA patent, we can advance your roller blind to high end class. The standard colors are in white, black, ivory, grey and brown. We offer full solution in window blind industry. Please contact Uni-Soleil sales@uni-soleil.com.tw or visit www.unisoleil.com.tw for further information.

Contact: Surewin@optonline.net, tel: 239/362-3342, fax: 239/362-1383 78 | wf-vision.com | Sept + Oct 2016

INSPIRE throwback To celebrate our 30 years of publishing, instead of looking forward to the next issue, this page will feature a look back at our past, and to celebrate we’re giving away prizes all year long. Go to our FB page and post your best guess on when this project was first published, along with your thoughts on how well the overall design holds up.

We’ll pick a winner at random for a free seminar pass to IWCE 2017 in Charlotte, NC. Plus look for our yearly throwback boards on Pinterest and add your “historical” designs—no judgments!

80 | wf-vision.com | Sept + Oct 2016

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