Kathy Cragg Pace, Else Johnson, John MacKenzie, Roger Magalhaes, Marissa Massey, Vince Nigara, Oliver Schreiber, Linda Tully, Shaun Turner
SUBSCRIPTIONS
651-330-0574 • info@wf-vision.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.
Project: The Gasparilla Inn in Boca Grande, Florida Designers: Mimi McMakin, Mackenzie Carnes and Cece Bowman for Kemble Interiors
Workroom, Fabricator and Installer: Excell In Design
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Publisher′s Letter
Grace McNamara, Publisher
FUN IN THE SUN
By the time you read this, I hope you’ve already made plans to join us at the International Window Coverings Expo (IWCE) in sunny West Palm Beach, Florida. No matter where you are, this winter has been brutal—and the business climate hasn’t been much easier. Fortunately, there’s one great way to escape both: Come to IWCE!
Sure, the warm weather and palm trees are a welcome change, but the real transformation happens inside the convention center. This year’s record sold-out show floor is packed with the industry’s most innovative suppliers, debuting thousands of cutting-edge products and technologies for every aspect of window coverings—many of which you didn’t even know existed. Beyond the eye candy, the educational lineup is just as impressive, with more than 50 workshops and seminars designed to help you succeed. From business finance and marketing strategies to design inspiration, fabrication techniques and emerging technologies, there’s no other event where you can access this depth of expertise in one place.
And let’s not forget the best part: connecting with others who share your passion. This industry thrives on relationships, and IWCE is where new collaborations, strategic partnerships and lasting friendships are formed. Whether in classes, on the show floor or at parties and celebrations, you’ll leave with fresh ideas and valuable connections. Yes, attending is an investment, but the insights you gain and the opportunities you discover can more than pay for themselves.
As you dive into this issue, you’ll find expert advice on breaking into the commercial market, a firsthand look at global trends from the design shows in Paris, Germany, and Las Vegas and the results of our roller shade survey—where industry professionals share insights on market trends and what’s next. And, of course, we’ve included a preview of what’s waiting for you at IWCE.
See you in April!
Grace McNamara Publisher Window Fashion VISION
A SUITE ESCAPE
Some spaces just put you in a good mood—and Suite 202 at the Gasparilla Inn in Boca Grande, Florida, is one of them. With a front-row view of the inn’s grand entrance, this onebedroom suite is a playful blend of Old Florida charm and laid-back luxury.
A longtime design partner of the Gasparilla Inn, Kemble Interiors—led by Mimi McMakin, Mackenzie Carnes and Cece Bowman—has mastered the art of making tradition feel fresh. Their goal? To create a space that feels welcoming, stylish and just a little bit whimsical.
The living room sets the tone with a custom F. Schumacher “Poppy Stripes” fabric, carefully reimagined in soft, sunfaded hues to create scalloped valances. Tortoise matchstick blinds add warmth and texture, while walls wrapped in Phillip Jeffries’ vinyl grass cloth bring in that easy-breezy coastal vibe.
Custom footstools shaped like orange slices add a cheeky nod to Florida’s citrus roots, and wicker swivel chairs invite guests to sit back, spin around and soak up the island air. “This isn’t a serious place, people are here to relax and let their hair down, so let them swivel,” said Carnes.
For the Kemble Interiors team, the best part of designing for the Gasparilla Inn is knowing that each space will become part of someone’s vacation memories. “We want guests to talk about the rooms over cocktails and look forward to coming back year after year,” said Carnes.
Designer: Mimi McMakin, Mackenzie Carnes and Cece Bowman for Kemble Interiors Workroom, Fabrication and Installer: Excell In Design
Photography: Carmel Brantley
& Noteworthy
NEW AND NOTEWORTHY
NEW PRODUCT
Bohemian Rhapsody
Debuting at Paris Déco Off, Rue Bohème by Ralph Lauren Home brings a touch of runway romance to textiles. Inspired by the designer’s Spring 2024 collection, the line—available through Designers Guild—channels Parisian ease with distressed florals, silk-blend stripes and delicate botanicals in dreamy shades of indigo, chambray and cream. Playful textures like paint-splattered velvets, metallic linen and rugged denim add a lived-in, artful charm. Effortlessly refined yet undeniably relaxed—much like Mr. Lauren himself.
DesignersGuild.com
Spring Forward
Rollease Acmeda refines its Easy Spring Wand system with enhanced functionality and premium child safety features. Offering dual operation, users can adjust shades with a wand or weight bar, while the auto-rise function ensures smooth, controlled elevation, stopping at the fully open position with a gentle pull. A fully encased retractable cord meets ANSI/ WCMA A100.1-2022 and Health Canada SOR/2019-97 safety standards. The system also features easy pre-tensioning, a single top-limit setting for intuitive adjustments and a decelerator for seamless movement.
RolleaseAcmeda.com
PRODUCT
Shell Chic
Arte’s Luster collection brings the iridescence of capiz shells—historically used as windowpanes during the Spanish colonial era—into contemporary wallcoverings. Each of the four tile designs features a striking relief, achieved by adhering threads to the substrate and pressing watersoftened capiz onto the pattern. Available in both neutral and bold hues, these wallcoverings exude a natural, pearlescent sheen, infusing interiors with a touch of coastal elegance. Arte-International.com
NEW
& Noteworthy
Pattern Play
Joon Loloi, the new home furnishings brand from Loloi Rugs, debuts its first designer collaboration with Seattlebased interior designer Heidi Caillier. The collection blends Scandinavian influences with vintage charm, offering everything from hand-knotted rugs to mix-and-match pillows. Rich with florals, intricate patterns and inviting textures, each piece reflects Caillier’s signature layered aesthetic, bringing warmth and character to any space.
JoonLoloi.com
Smooth Moves
Launched in February 2025, the Smoove RTS Pure II Series from Somfy offers an updated take on effortless window control. Available in singleand multichannel models, the sleek, surface-mounted design features an intuitive button layout, LED feedback and an on/off switch for easy transport and panel deactivation. Designed for seamless operation of Somfy’s RTS motorized window coverings, it also incorporates enhanced safety features to comply with Reese’s Law. With a balance of style, functionality and child safety, it’s a smart upgrade for your home.
SomfyPro.com
Woven to Move You
Marc Phillips Decorative Rugs brings emotion to the floor with the Emotive Collection, a bold mix of Moroccan texture, rich tones and free-flowing patterns. Inspired by the spontaneous energy of automatic drawing, these rugs turn raw expression into design, capturing movement and depth in every thread. More than just rugs, they’re conversation starters, infusing energy and intrigue into every corner of a room.
MarcPhillipsRugs.com
Step-by-Step
Tutorial
Creating a Faux Roman Valance
BY LINDA TULLY
This valance captures the look of a functional roman shade in its raised position, with neatly stacked folds and an optional scalloped hem. In this tutorial, Linda Tully walks you through how to create this showstopper.
Step 1: Decide the finished length, flat area and number of folds. Sketching helps determine how much fabric to order. For this example, finished width (FW) equals 116 inches and finished length (FL) equals 30 inches (including the scalloped hem). Aim for 4 to 6 folds with enough flat space to showcase your fabric’s pattern.
Step 2: Cut extra fabric to accommodate folds, hems and mounting. For patterns requiring multiple widths, match the repeats. This project required three cuts of 81.25 inches each.
Step 3: Lay the valance flat and leave 3 inches on each side for double 1.5-inch side hems. Set aside excess fabric to create a sample. For the scalloped detail, cut 7 inches from the bottom to prepare the facing.
Step 4: Use the excess fabric to create a mini sample, aligning the pattern with the valance. Plan the fold spacing, ensuring the sample reflects the final design. Even for solid fabrics, a sample ensures the desired spacing and length.
Step 5: Pleat on or between pattern repeats, depending on aesthetics. In this example, pleats were spaced every other repeat (9.375 inches), with 1-inch gaps between folds for a clean look. Pin folds to a lining scrap to test spacing. Mock your folds into place and test the spacing to ensure the finished length matches the desired size. Adjust folds on the sample as needed before finishing the valance.
Step 6: Mark the spacing on twill tape (in this case, 1 inch apart) to hold folds in place once pockets are stitched to the valance.
Step 7: Stitch the scalloped detail to the bottom edge and attach the facing.
Step 8: Lay the shade flat with the lining and stitch the side hems. (Tip: Stitch by hand to keep the shade flat on the table.) Turn the facing as you would for a bottom hem and stitch it closed, leaving a small opening for a bottom weight.
Step 9: Flip to the fabric face. According to your sample, mark fold lines in pencil, pin and baste stitch along the pencil lines through all layers. This stitch line will guide you to fold the pockets to the back without the marks showing on the front.
Step 10: Press folds on the back, using the basting lines as guides, then stitch .75-inch pockets (10a & 10b).
Step 11: Step 11: Sew twill tapes to the pockets (11a). Start 2 inches from each side and mark the placement of the outer twill tapes (11b). Divide the remaining spaces so the twill tapes are 10 to 12 inches apart (11c). This project required 11 twill tapes, spaced 11.2 inches apart. Mark with pins or pencil where to sew each tape and stitch them to the pockets (11d).
Step 12: Stuff the pockets with stabilizing ribs and insert the bottom weight. Stitch up the ends.
Step 13: Prepare to mount the valance to the board. Pin the twill tapes, as they will determine the finished length. With pencil, mark the twill tapes where they should attach to the board, then pin them to the board with the same spacing as on the pockets. Pin the top of the valance to the board, ensuring the pattern aligns and the top fold is in the correct place (13a). Check the finished length (13b).
Step 14: Staple the twill tapes and the valance once everything is properly aligned.
Step 15: Add end flaps to cover returns. Wrap the flaps around to the front of the board but under the valance fabric, leaving 1 to 1.5 inches of overlap.
Step 16: Optional: Add welt and close up the top of the valance board with lining or face fabric.
Step 17: Installation day! Step back and admire all your hard work.
Located in Temple, Texas, Linda Tully creates bespoke window treatments and bedding specifically designed and fabricated for every project through her workroom Tully Drapery Shop. She first started in the business with Custom Coverings drapery workroom in 2000. She is a former IWCE speaker and has won many awards. Many of her award-winning rooms have been published in books and magazines. Linda is accomplished at designing, selling and fabricating all styles of window treatments. She has lived and worked in the interior design industry in nine states in the U.S., giving her valuable knowledge about regional styles and architecture.
» TullyDraperyShop.com
Hanging with the Pros
A guide to mastering your installation business
BY ROGER MAGALHAES
Walk into any beautifully designed home and you’ll notice how window treatments transform the space. Behind these stunning installations are professionals who blend technical skill with creative vision to deliver results that wow their clients. As the industry evolves with new technologies and changing client preferences, successful installation businesses are raising the bar in exciting ways.
Building Strong Client Relationships
Great communication makes all the difference in this business. Top professionals know that understanding their clients’ needs goes beyond just taking measurements. They take time to learn how spaces will be used, what matters most to their clients and any specific concerns that need addressing.
“I always tell my team that listening is our most important tool,” said Robert Chen, who has been installing window treatments for more than 15 years. “When we really understand what our clients want, we can exceed their expectations every time.”
Growing Your Reputation
In today’s connected world, your work speaks volumes. Smart professionals document their best installations with high-quality photos and build relationships with interior designers and contractors. These partnerships often lead to high-quality projects that help businesses thrive. For subcontractors, these collaborations can provide a steady stream of referrals, while employed installers can contribute to their company’s visibility by showcasing excellent craftsmanship.
Protecting Your Business
In an industry where precision matters, having proper protection is crucial. Subcontractors should secure comprehensive insurance coverage and draft clear warranties to build client confidence. Employed installers rely on their employer’s coverage but should ensure they understand the protections in place. Working with legal professionals to create or review contracts ensures all parties are safeguarded, whether you’re representing yourself or a company.
Comparing Employed Installers and Subcontractors
The choice between being an employed installer or a subcontractor depends on personal goals and work preferences. Employed installers benefit from stability, access to company-provided resources and structured schedules. They often enjoy benefits like health insurance and paid training but may have less flexibility in choosing projects or methods.
Subcontractors, on the other hand, have the freedom to set their own schedules and select the projects they take on. However, they must handle their own business expenses, including insurance, tools and training. While the potential for higher earnings exists, it comes with the responsibility of managing every aspect of their business. Both paths offer unique opportunities, and success depends on leveraging the strengths of each role.
Never Stop Learning
The best installers know that learning never stops. They stay current with new products and installation techniques through training programs and industry events. Subcontractors must invest in their education to remain competitive, while employed installers can leverage company-sponsored training to stay ahead. This commitment to growth helps tackle even the most challenging projects with confidence.
Embracing New Technology
Smart homes are changing how we think about window treatments. Leading installers have mastered motorized systems and home automation, offering clients convenient solutions that make their lives easier. Subcontractors should adopt project management tools to streamline operations, while employed installers can enhance their efficiency by utilizing company systems. Both groups benefit from staying updated on technological advancements to meet client demands.
Getting the Details Right
Quality work depends on careful attention to detail. Successful installers check their work thoroughly and walk clients through every feature of their new window treatments. Subcontractors must ensure consistent excellence to build their reputation, while employed installers can contribute to their company’s quality standards. Attention to detail fosters trust and generates positive word-of-mouth referrals.
Don’t Forget the Commercial Markets
The commercial sector offers exciting opportunities for window treatment professionals ready to scale
their business. Office buildings, hotels, health care facilities and educational institutions all need expert installation services, often at a larger scale than residential projects.
“Moving into commercial work was a game-changer for us,” shared Jeff Cox, whose installation business now handles major hotel chains. “These projects require more planning and often involve working with facility managers rather than homeowners, but the repeat business makes it worthwhile.”
Commercial projects typically include:
• Hotels and Hospitality: Regular updates to maintain aesthetic appeal, with renovations every five to seven years providing steady work.
• Health Care Facilities: Specialized treatments meeting strict hygiene standards, such as antimicrobial blinds and easy-to-clean roller shades.
• Office Buildings: Automated shading systems for energy management and workplace comfort, often leading to maintenance contracts.
• Educational Institutions: Durable window treatments for classrooms, focusing on darkening and energy efficiency.
• Government Buildings: Projects requiring certifications or security clearances, offering stable, long-term opportunities.
Looking Ahead
The window treatment industry keeps evolving, with new products and technologies appearing regularly. Tomorrow’s leaders will be those who embrace these changes while maintaining their commitment to quality craftsmanship and excellent service.
Success in this field comes from more than just technical skill: it’s about creating experiences that make clients happy and proud of their spaces. By focusing on quality, service and continuous improvement, window treatment professionals can build a reputation that keeps clients coming back and referring others to their business. V Roger Magalhaes is the chief owl installer at Trading Up Consulting, the owner and project manager of Shades IN Place and an installation instructor for the WFCP Certification Program. He offers installation training and business coaching to people already in the window treatment industry and newcomers looking to gain an edge to be successful.
Power Moves
A guide to assembling the right team, navigating motorization and thriving in the commercial market
BY JOHN MACKENZIE
When it comes to commercial window treatment projects, success requires more than just technical expertise. These jobs demand a well-structured team that understands the complexities of bidding, project management, installation and billing. A strong team can be the difference between winning a job and losing out to the competition.
Assemble Your Team
If you’ve never done any commercial work, it’s important to understand that the procedures, policies and personnel can be very different from residential work. While there are specific structures for commercial work, probably the most important thing to understand is the personnel you should consider having on staff.
The Dream Team Key Roles
Estimator: reviews project specifications, prepares bids and helps secure contracts
Project Manager: overseess scheduling, coordination and ensures smooth execution
Installer: handles on-site installation, ensuring quality work and job-site compliance
Billing/Accounting: manages invoicing, progress payments and financial tracking
The Estimator
The first person on the team is an estimator. This person will review specifications and drawings, perform a takeoff and put together an accurate bid. They need to have a good understanding of different product types as well as how they are installed. They often need to ask pre-bid questions and, if the bid is competitive, will need to attend a post-bid meeting to review the project and answer questions. There is also a fair amount of sales effort in this position, so having someone who can build relationships and sell your company is very important.
difference between a good experience or a nightmare for the end user. A poor install, unprofessional behavior or breaking job-site rules can be the difference between winning or losing your next project, so proper training is crucial. Installers will need to attend orientation meetings, safety training and, in some cases, pass background checks. A common challenge for installers on commercial projects is often meeting tight installation schedules. Unfortunately, in the window treatment world, schedules are often pushed back due to delays with other trades earlier in the project. In some cases, missing deadlines can even result in fines, so efficient installations are important.
The Billing Person
A poor install, unprofessional behavior or breaking job-site rules can be the difference between winning or losing your next project, so proper training is crucial.
The Project Manager
Once a job is awarded, the next person on the team is the project manager. A project manager will do just that—manage the project from preconstruction through installation. They will be responsible for providing product information, color and fabric samples, product and installation drawings, wiring diagrams and schedules. Altogether, these are referred to as a submittal package. Once construction starts, they will need to manage the schedule to ensure measurements are taken on time, products are ordered and installers are scheduled at the appropriate time. They will often oversee installation work and need to attend on-site meetings with general contractors throughout the project. After installation, they will submit closeout documents, including warranty information, owner’s manuals and training information. In some cases, they may even need to perform in-person training on how to operate the shades, especially if they are motorized.
The Installer
One of the most important positions for any company, and the next team members, are the installers. Not only do they represent your company on projects, but they can make the
The last person on the team would be an accounting or billing person. At the beginning of a project, they will need to coordinate with the project manager and put together a schedule of values. This is a schedule of how the project will be billed from pre-construction to final billing. They will submit pay applications periodically through the project as you reach construction milestones. They may also bill for stored materials at your facility and, after installation, will bill for final payment.
Of course, a commercial project could be as small as a few shades in a coffee shop or as large as several hundred or even thousands of shades. For small projects, one person could probably handle all of the positions, but for larger ones, you will need a qualified team to be successful.
Consider this a starting point, and don’t hesitate to lean on the expertise of your shade and motor sales representatives as you navigate the process. For a deeper dive into commercial shading, join me at IWCE in April for my seminar, Introduction to Commercial Shading, where we’ll cover these topics in greater detail and set you up for success.
V John MacKenzie is the CEO and co-founder of Cronopower, a Colorado-based startup that has developed an intelligent charging system for rechargeable battery motors. He began as an installer nearly 20 years ago and went on to work in both the residential and commercial sides of the industry. His true passion lies in product design and innovation.
In 1987, two sisters set out to build a business that allowed them to spend time together while raising their young children. What started as a curtain-making venture quickly evolved into something much bigger when they discovered a new market for futon covers. With a combination of determination, creativity and business savvy, SIScovers became the leading futon cover manufacturer in the U.S. for two decades.
Today, under the leadership of Shari Hammer, the company has shifted its focus to fashion bedding and window treatments, staying ahead of design trends while maintaining its core values of quality and innovation. Window Fashion VISION spoke with Hammer about the company’s journey, the lessons she has learned along the way and what’s next for SIScovers.
WINDOW FASHION VISION: What led you to create SIScovers, and what was your vision for the company when you launched it?
SHARI HAMMER: My sister and I were young mothers who wanted to spend time together while raising our small children. We both knew how to sew, and when my sister had the chance to make curtains for a model home, we realized we could turn it into a business. Word spread, and we started getting inquiries about our work.
From Cover to Cover
Shari Hammer on building SIScovers and leading with purpose
BY LINDSAY BROWN
Soon after, we had a client ask us to make a futon cover. Futons were just gaining popularity, and we loved the idea of removable covers. We heard about the first-ever futon trade show in Montreal and decided to attend. After that, our futon cover business exploded. We were the first to manufacture and wholesale futon covers to the growing futon trade, and for the next 20 years, we became the largest and most recognized futon cover manufacturer in the country.
But times change, and so do trends. My sister eventually left the business, and I decided to return to our roots— making curtains and expanding into fashion bedding, which is what we focus on today.
I believe in having a clear vision and being able to communicate it effectively. Passion is contagious, and I lead by example.
WFV: What was it like starting from the ground up?
SH: Starting a business from scratch was both exciting and challenging. In the beginning, we spent so much time with each client that the process was slow and time-consuming. When we discovered futon covers, everything changed. It was a product we could mass-produce, and there was high demand. Once we found our niche, our confidence and drive skyrocketed.
WFV: What advice can you give to those who want to start something from a seed of an idea?
SH: It’s important to find a product or service that has demand. Once we found our niche, we knew retailers would buy, which gave us the confidence to move forward. Starting small and focusing on one product allowed us to work through challenges and better understand our customers and industry. And, most importantly, don’t be afraid to fail.
WFV: How would you describe your leadership style?
SH: I believe in having a clear vision and being able to communicate it effectively. Passion is contagious, and I lead by example. In the early days, my sister and I did everything until we couldn’t, and then we hired people. But we were always there, working side by side with our employees. That’s how I still lead today—by delegating and setting the example.
WFV: What inspires you?
SH: Fabric! The colors, patterns and textures excite me. I also find inspiration in our customers, especially the talented designers we work with. Seeing what they create motivates me to stretch my creativity even further.
WFV: How do you keep your team motivated?
SH: Leading by example has always been important. Management is involved in production—we inspect quality, sometimes sew, fold, package and ship. No task is beneath us, and our employees see how much we value the work they do.
We also offer flexible work schedules. From the beginning, my sister and I built this business with the flexibility to raise our families, and we’ve extended that to our employees. They know we respect and appreciate them.
WFV: Can you share a moment when fearlessness was essential in your leadership?
SH: When we decided to attend the first futon trade show, we needed to buy fabric to make our products. But no fabric wholesalers would sell to us—young women starting a business just wasn’t common back then. Instead of giving up, we painted our own fabric. I was an art major, so I rolled out natural cotton duck fabric in the backyard and started painting. We turned that fabric into futon covers and took them to the show. They were a hit and, eventually, the wholesalers realized we were onto something and agreed to sell to us.
WFV: How do you handle setbacks and challenges?
SH: I see setbacks as opportunities for learning and growth. There’s always a solution. One example is when we first started working with laminated blackout fabrics. We were excited to create a line of children’s blackout curtains, but after sewing 1,000 panels, we realized the blackout treatment wrinkled badly—and there was no way to remove the wrinkles.
Instead of scrapping the product, I thought about crinkle fabric I had recently seen. So, we twisted each panel and let them sit for a few days to create intentional wrinkles. We rebranded them as “blackout crinkle curtains,” and they sold out.
WFV: As a woman in a leadership role, how do you balance responsibilities at home and work?
SH: I started my business to have the flexibility to raise my children while working, and that meant building a strong support system. My employees, many of whom were grandmothers, loved having my kids around. They would stop working to hold, read to or play with them.
My advice is to do something you love—everything is easier when you love what you’re doing. Let go of the guilt, because some days, work will need more attention, and other days, family will. You’re teaching resilience and determination just by showing your kids what’s possible. Also, build a strong support system. Whether it’s a partner, family, co-workers or child care providers, having a reliable team makes all the difference.
WFV: What window treatment and interior design trends excite you right now?
SH: I love the “layered design” trend, which mixes textures, patterns and colors to create a unique, personalized space. At the recent Las Vegas Furniture Market, I combined block patterns with polka dots, stripes, super soft faux fur and luxurious velvet. There’s something for everyone to love in that kind of design! V
COMPANY SNAPSHOT
Name of company: SIScovers
Owner: Shari Hammer
Location: Brooklyn Center, MN
Year founded: 1987
Number of employees: 35
BOOTH 319
Dream Big or Go Home
How Southern Traditions Window Fashions grew from a small start to lasting success—one relationship (and cookie) at a time
BY LINDSAY BROWN
When Matt Cobb, Stephen Wisdom and Sandy Wisdom took ownership of Southern Traditions Window Fashions in 2012, they didn’t walk into a fully operational company with a polished showroom and a thriving customer base. They walked into a storage room.
With no office space to call their own, they rebuilt the company from scratch, working out of a friend’s office storage room, making calls and laying the groundwork for what they hoped would become a thriving business. They weren’t starting fresh by choice—they had been key contributors to Southern Traditions’ previous success before being laid off by its former owners. Rather than walk away, they decided to bet on themselves.
More than a decade later, that bet has paid off. Today, Southern Traditions operates two full-scale showrooms in Greenville, South Carolina, and Charlotte, North Carolina, employs a team of nearly 30 and has become a premier window treatment provider in the Carolinas. What started in cramped quarters has grown into a company serving residential and commercial clients across three metro areas with a reputation for quality, service and innovation.
A Business Built on Relationships
While high-quality products are at the core of Southern Traditions’ success, the company’s foundation has always been relationships—both with clients and within the team. The leadership trio made it a priority to create a culture where customer service wasn’t just an expectation but a defining characteristic of the brand. This philosophy is summed up in the company’s mission statement: “To ENHANCE the lives of our Employees and our Customers through developing and maintaining QUALITY RELATIONSHIPS.”
That commitment extends beyond their showrooms. In 2016, Southern Traditions partnered with Costco through Graber, a move that significantly expanded their reach. “This deal has driven good growth for our business and allowed us to serve thousands of Costco members,” Cobb explained.
Scaling a business isn’t just about selling more—it’s about building a strong, capable team. Finding, developing and retaining top talent has been one of the company’s biggest challenges.
FROM LEFT: OWNERS MATT COBB, SANDY WISDOM AND STEPHEN WISDOM
For individual customers, clear communication is key. The team takes the time to set realistic expectations up front, ensuring homeowners understand the process, timeline and investment required to bring their vision to life. “Customers may not always be right, but do you really benefit from letting them know they are wrong?” Cobb said. “Even when this happens, we go above and beyond to complete a project to the customer’s ultimate satisfaction. We want to create raving fans of our business.”
Strategic Growth and Smart Hiring
Scaling a business isn’t just about selling more—it’s about building a strong, capable team. Finding, developing and retaining top talent has been one of the company’s biggest challenges.
“We have tried, failed and succeeded in modifying our recruitment process and, ultimately, our training process to help identify and prepare great people to do great things for our customers,” Cobb said. “It has been rare to lose top performers but difficult to get the right people to the status of top performer.”
With a solid foundation in place, Southern Traditions is setting ambitious goals for 2025, including a 30% revenue increase fueled by the expansion of their outdoor products division. “We have an aggressive growth goal for 2025,” Cobb said. “Through exterior shutters, patio shades and retractable awnings, we expect 2025 to be our best year ever!”
To support this growth, the company moving to a larger showroom in Charlotte and hiring additional sales professionals, installers and fabrication staff. “We are in the process of finalizing a major showroom announcement in Charlotte to support our growth goals there,” Cobb added.
Fresh-Baked Ideas
In an industry where pricing and promotions often take
center stage, Southern Traditions focuses on differentiation through service. Instead of worrying about competitors, Cobb and his team have made it a priority to become the best version of their own brand.
“There was a time when we were focused or concerned about what our competitors were doing,” Cobb said. “As we have matured in our identity as a company, it has occupied less space in our heads. We try to focus all of our energy and attention on being the best version of Southern Traditions Window Fashions that we can be.”
One of their signature touches? Fresh-baked cookies at every consultation and installation. “It may not seem like much, but it gets the appointment off to a friendly start!” Cobb said.
A Vision That Extends Beyond the Present
With short-term goals in motion, Southern Traditions is also looking ahead to the next three, five and 10 years. Their strategy isn’t just about growing bigger, it’s also about ensuring that their culture, quality and customer relationships remain intact as they expand.
“We are always looking forward and trying to have a vision for our company in three years, five years and 10 years,” Cobb said. “That vision drives the decisions that we need to make this year and next year.”
And as they continue their journey, they take inspiration from a simple yet powerful motto from Clemson head football coach Dabo Swinney: “Dream big.”
“Coach Swinney inspires people around the country and has inspired us to always strive to be the best version of ourselves—and that is what we will continue to do,” Cobb said. V
WITH A TEAM OF 28, SOUTHERN TRADITIONS WINDOW FASHIONS BRINGS EXPERTISE AND A PERSONAL TOUCH TO EVERY PROJECT.
GOING
GLOBAL
A WORLD TOUR OF THE HOTTEST DESIGN TRENDS
January is no longer just the start of the calendar year—it’s the official kickoff for design’s most inspiring season. From the City of Love to Sin City, the year’s first month set the scene for bold creativity and cutting-edge innovation. Paris Déco Off and Maison&Objet dazzled with a celebration of color, texture and craftsmanship, while Frankfurt, Germany’s Heimtextil showcased advancements in textile technology and glimpses of a sustainable future.
Across the Atlantic, Lightapalooza in Scottsdale, Arizona, and the Consumer Electronics Show (CES) in Las Vegas highlighted how smart technology and human-centric design are transforming interiors. These shows didn’t just hint at what’s next—they defined it. Through bold patterns, immersive textures and technological breakthroughs, this year’s design journey began with a clear message: 2025 is a year where artistry and innovation take
A Parisian Feast for the Senses
Paris Déco Off and Maison&Objet brought a dynamic celebration of color, texture and artistry to the forefront, creating an atmosphere that was as inspiring as it was eclectic. The showrooms were alive with earthy hues like sienna, terra-cotta and ochre balanced by refreshing tones of slate blue and lush green, all reflecting nature’s influence on modern design. These palettes served as the foundation for bold patterns— think oversize florals, surrealist-inspired motifs and layered stripes—that blurred the line between art and functionality, capturing attention at every turn.
The tactile dimension of the exhibitions was equally unforgettable. Elizabeth Ashdown’s handwoven passementerie pieces stood out, with intricate trims from her Kaleidoscope collection blending vibrant colors with refined craftsmanship. At Maison&Objet, Faye Toogood’s WOMANIFESTO! pavilion showcased cocoon-like, rounded spaces that explored her creative philosophy through tactile materials and organic forms. “The curated sections were a standout,” shared Saana Baker, textile designer and editor-in-chief of The Textile Eye. “Toogood’s cocoonlike structures and Elizabeth Leriche’s visually transporting Sur/Reality designs were truly unforgettable.”
Paris Déco Off, meanwhile, delivered immersive experiences with its installations. Pierre Frey’s desertinspired showcase at the Hôtel de Guise featured draped walls, richly upholstered pieces and layered window coverings that evoked the grandeur of global landscapes. De Gournay created a stunning tableau above their showroom, pairing Art Deco-inspired patterns with masterful craftsmanship to create intricate large-scale motifs that felt both nostalgic and modern.
and Sustainability
This year’s Heimtextil in Frankfurt was a showcase of how the textile industry is embracing innovation and sustainability in equal measure. The fair highlighted groundbreaking materials, advanced technologies and visionary design approaches that are reshaping the
The Trend Space, curated by Alcova, set the tone with its focus on “New Sensitivity.”
This theme explored the emotional and environmental aspects of textiles, featuring alternative materials like Re-Root-Tex’s pineapple leaf fibers and innovative approaches to recycling. Marburger Tapetenfabrik’s Terra collection further advanced the sustainability conversation by introducing the first-ever clay-based wallpaper. The raw material is locally sourced and helps regulate humidity inside the home.
Technology was another key player, with live demonstrations stealing the spotlight. Canon showcased its cutting-edge largeformat printers by producing bespoke wallpaper murals on-site, while AVA’s textile design software highlighted the power of digital tools to deliver precision and personalization. Kornit Digital demonstrated how its technology can print on a wide variety of fabrics—from gauzy sheers to thick wool. Print-on-demand appears to be growing in popularity and for good reason: it allows textile designers to execute their vision without relying on a third party or holding excess inventory. From a sustainability perspective, it’s a win because it generates less waste and eliminates the need for traditional dyeing and washing processes.
Dispatches from the Desert
From the Sonoran Desert of Arizona to the buzzing show floors of Las Vegas, two of 2025’s most innovative trade shows— Lightapalooza and CES—offered a glimpse into how lighting and smart technology are transforming the way we live and design our spaces.
At Lightapalooza in Scottsdale, lighting design took center stage, demonstrating its evolution into a true art form. Architectural lighting has become more refined, with lowprofile fixtures blending seamlessly into interiors while still delivering dramatic effects. Art-centric lighting was a key trend, with manufacturers showcasing fixtures designed to highlight artwork, sculptures and architectural details with precision. Flexible LED tape lighting emerged as a standout, allowing for hidden, integrated solutions that enhance ambience without visible hardware.
The focus on wellness was undeniable, as tunable LED systems that adjust color temperature throughout the day gained traction. These human-centric lighting solutions not only elevate the aesthetics of a space but also support circadian rhythms, underscoring the growing role of lighting in enhancing well-being.
Meanwhile, at CES in Las Vegas, the spotlight was on smart home technology and artificial intelligence. Voicecontrolled and sensor-driven window treatments continued to gain momentum, offering seamless automation and customization. The influence of AI was palpable. Tools like FabricGenie are now enabling designers to generate unique fabric patterns in seconds, transforming the process of creating custom interiors.
Wellness was also a major theme at CES, with products like the Rendever Alcove Sanctuary providing immersive virtual reality experiences designed to reduce stress and improve mental health. This shift toward wellness-driven technology reflects a broader trend: the integration of smart solutions that prioritize both convenience and quality of life.
What’s Trending at the Window?
Window coverings are becoming the ultimate blend of form and function, with trends showcasing both aesthetic and technological advancements. This year, the creative use of trims and passementerie is taking center stage. Designers are moving beyond simple edge tapes to incorporate intricate details like bullions, pom-pom fringes and decorative trims, giving draperies and shades a bespoke, handcrafted appeal. “Creative use of trim and passementerie stood out,” said Baker. “We’re seeing a shift from simple edge tapes to more intricate details that feel like bespoke appliqué.”
Layered textile combinations are also making waves, with banded draperies incorporating multiple fabrics—pairing sheer and opaque materials for added depth and a dynamic, custom look. Beyond windows, draped walls and interior doors are redefining spaces. “Drapes are being used beyond windows, covering doorways and walls to create cocoon-like warmth,” Baker noted, highlighting the growing trend of using textiles to bring softness and comfort to unexpected areas.
On the technology side, innovation is transforming window coverings into smart solutions. At CES, Lutron unveiled its Caséta Smart Shades, an affordable and intuitive motorized shading system compatible with popular smart home platforms like Apple HomeKit. Meanwhile, Savant showcased premium GE smart lighting and shading systems tailored for the custom integration market. These systems, equipped with advanced automation and energyefficient features, offer users seamless control over their environments, merging convenience with style. V
SAANA BAKER’S TOP PICKS
The designer shares her most coveted finds and top trends from Maison&Objet and Paris Déco Off
Must-Have:
Elizabeth Ashdown’s Kaleidoscope collection for Samuel & Sons: Her handwoven passementerie blends joyful color with couture-level craftsmanship.
Standout Products:
Gert Voorjans’ Flair collection for Jim Thompson: striking color combinations meet impeccable design sensibility.
Pollock’s Coquette: a geometric lacelike textile with intricate openwork patterns, balancing boldness and refinement.
Thai Atelier Ausara’s Basher Panel: Sustainable elegance woven from reclaimed seat belts with a fringe-on-fringe effect.
Trending Now:
Extra Large-Scale Patterns: Bold, attention-grabbing motifs blur the line between art and design.
Stripes with a Twist: Layered, dynamic stripes in diagonal and feathered-edge designs.
Organic Geometrics: Free-flowing shapes in natural tones or bright colors, bringing energy and artistry.
Elevating Every Experience
A LEGACY OF EXCELLENCE, A FUTURE OF POSSIBILITIES
With the International Window Coverings Expo (IWCE) right around the corner, professionals around the industry are gearing up for another exciting opportunity to make valuable, in-person connections. As such, Graber—fresh off a recent review of their overall company mission—hopes the upcoming expo will provide an opportunity to not only showcase but re-up their commitment to providing dealers with the Best Experience.
A Legacy of Innovation and Excellence
For more than 80 years, Graber has stood as a trusted leader in the home decor industry, thanks to an unwavering focus on premium materials, precise engineering and groundbreaking product innovation. Graber’s mission is simple: to approach each day with ingenuity and a deep understanding of consumer needs, creating products that don’t just meet expectations but exceed them. That’s why they collaborate with design experts to ensure each product is both timeless and on-trend—and why they constantly review and refine their processes to guarantee every item produced is first rate.
At the heart of everything Graber does is its guiding principle: the Best Experience. It’s more than just a mantra—it’s the way the company treats its team, designs its products and, most importantly, how it delivers on every promise made to its partners.
A Partnership Built on Trust and Innovation
Aligned with this mission, Graber is transforming their culture into one with an even greater customer-focused mindset. Their team is focused on engaging with partners who sell their products and listening closely to their feedback, with the end goal of being a trusted business ally. This renewed commitment is all about helping their customers succeed—because everyone knows that when they grow, Graber grows. That’s why the company is dedicated to providing everything their clients need to pass on the Best Experience to their customers, ultimately helping businesses achieve new heights.
New Year, New Opportunities
In 2025 and beyond, Graber is more focused than ever on its commitment to delivering the Best Experience. Here’s how the company is reinvigorating that promise:
• Robust and compelling product portfolio: Graber boasts a robust and comprehensive product portfolio, designed with a strategic focus on closing key gaps in the market. Their expanding offerings aim to offer products that not only operate but look, lift and fit better. Additionally, their inclusion of advanced motorization and automation options adds an extra layer of sophistication and convenience, giving dealers a competitive edge in a rapidly evolving market.
• Differentiated dealer programs: The company has also introduced refreshed partner programs aimed at strengthening partnerships and helping to drive our partners’ businesses. These include an updated and improved loyalty program, which offers exclusive benefits to their most loyal customers. Additionally, Graber is expanding their consumer promotion programs to further boost dealer sales and satisfaction.
• Industry leading dealer tools: Graber has developed industry-leading selling and marketing resources to support their dealers in navigating the modern marketplace. Among the most notable enhancements are a significantly improved dealer web portal, which streamlines ordering and communication, along with innovative sampling and display programs that are designed to elevate the selling experience. These new tools are tailored to make doing business with Graber simpler, more efficient and more rewarding for its dealer network.
• Comprehensive training: Graber is also committed to the professional development of its partners, offering a comprehensive training program with expanded learning opportunities. This includes both in-person and virtual courses, designed to equip dealers with the knowledge and expertise necessary to sell with confidence and achieve greater success in a competitive marketplace.
• Best-in-class remake and warranty policy: In addition, Graber continues to stand by its products and partners with a best-in-class remake and warranty policy. This demonstrates the company’s unwavering commitment to quality, offering dealers and their customers the peace of mind that comes from knowing that every product is backed by a comprehensive, long-lasting guarantee. Graber’s dedication to excellence ensures that its dealers can continue to build lasting relationships with their customers, backed by the highest level of service and support.
For more information on how Graber programs can benefit your business, visit Booth #1001 at IWCE or visit GraberBlinds.com. Content Sponsored by Graber
A COMMERCIAL SUCCCESS
Looking to land commercial clients? With higher margins and larger project sizes, the opportunity is there—but breaking in requires strategy, persistence and the right connections.
BY LINDSAY BROWN
Designed by Gil Breef, this rooftop installation at Icon, a 40-story South Beach high-rise, features motorized cable-guided screens and an infinity canopy for adjustable shading, weather protection, and sleek style.
For professionals and interior designers accustomed to residential projects, the commercial market—spanning hotels, restaurants, office buildings and multiunit developments—offers exciting growth opportunities. However, transitioning into this space requires strategic networking, specialized knowledge and an understanding of the industry’s unique demands.
Beyond the potential for growth, commercial window covering projects also bring strong profit margins. According to Window Fashion VISION’s State of the Industry Outlook 2025, one in five professionals reported achieving margins over 40% on commercial projects, with another 20% averaging 30% to 40%. Compared to residential jobs—where a significant number of professionals reported margins as low as 10%— commercial work can be a profitable avenue for those who understand how to navigate it.
Getting Your Foot in the Door
Establishing a foothold in the commercial space starts with relationships. Connecting with architects, designers, general contractors and property managers is essential.
“Joining professional networks, bidding platforms, attending industry events and showcasing completed projects can help build credibility and attract commercial clients,” said Gil Breef of Shades By Design, a New York- and Florida-based design company specializing in interior and exterior shading solutions for hospitality projects.
Cali Rogers, national accounts manager at Forest Drapery Hardware, also emphasized the importance of market research and leveraging social media. “Attending industry events and conferences, forming partnerships and actively engaging on online platforms can position your business as a viable commercial resource,” she said.
Industry experts emphasize the importance of persistence when entering the commercial market. Professionals looking to break in should start by identifying their niche, researching industry leaders and understanding what sets successful businesses apart. It’s not just about offering a great product—it’s about knowing how to position and market it effectively to commercial clients.
What Makes a Project ‘Commercial’?
Commercial projects differ from residential ones in scope, scale and complexity. While homes require custom, personalized designs, commercial spaces demand durability, compliance with industry regulations and structured communication with multiple stakeholders.
“Commercial work includes hospitality, health care, educational institutions, government buildings, industrial spaces and retail locations,” said Rogers. These projects often involve high-volume orders, strict submittal requirements and extended payment terms that professionals must be prepared to navigate.
Project costs also tend to be significantly higher in commercial work. According to VISION’s 2025 Industry Outlook, over 40% of commercial indoor jobs fall between $10,000 and $29,999, with another 13% totaling $30,000 to $49,999. Some even top six figures. In contrast, residential projects are generally smaller: One-third of residential projects cost less than $5,000, and 65% of respondents reported residential project sizes of $10,000 or less.
According to Breef, the commercial bidding process is also more structured than residential work. “It’s important to be familiar with contracts, timelines and compliance standards. This isn’t just about selling a product—it’s about meeting the operational needs of large-scale businesses,” he said.
Taking It to the Next Level
Once inside the commercial market, growth depends on product diversification, industry expertise and strategic partnerships.
“Offering a diverse range of high-quality products, such as motorized shades that integrate with building automation systems, energy-efficient solutions and volume pricing strategies, can help scale a commercial business,” said Breef.
Rogers noted that Forest’s commercial-grade quality and 10-year warranty make it a preferred choice for large-scale projects. “One reason Forest is on so many specifications is because of our quality and warranty,” she said. “Highlighting reliability and longevity can make a big difference in winning bids.”
Successful businesses recognize the need to evolve with market demands, continually refining their offerings to stay competitive. Those that remain stagnant risk being overshadowed by companies that embrace innovation and adapt to shifting client expectations. Keeping a pulse on emerging trends and seeking new opportunities can be the key to long-term growth.
Also designed by Breef, sheer drapes at Midtown in Miami enhance the lobby and amenity areas while offering street-facing privacy.
How to Stand Out
Pricing in the commercial world requires precision and strategy. Unlike residential jobs, where pricing may be more flexible, commercial projects involve competitive bidding and structured payment terms.
“Understanding architectural plans, conducting accurate takeoffs and maintaining competitive profit margins are key to success,” said Breef. “Having access to an experienced installation team familiar with commercial environments is crucial.”
Rogers emphasized the importance of a strong initial proposal. “Offering value, such as an industry-leading warranty, helps set your bid apart from the competition and gives clients peace of mind,” she said.
According to VISION’s industry survey, commercial projects may be larger in scale but tend to be less frequent than residential jobs. Nearly half of respondents completed fewer than 10 commercial projects in 2024, while 17% handled between 10 and 20. By comparison, one in five residential professionals completed 100-plus jobs last year. While commercial work is clearly lucrative, these numbers raise an important question: Are professionals leaving potential business on the table? The lower volume of commercial projects could indicate that many in the industry aren’t actively pursuing these opportunities or that common hurdles—such as navigating the bidding process or establishing key relationships—may be holding them back.
Building a Business That Lasts
Long-term success in commercial window treatments requires financial planning, vendor relationships and exceptional customer service. Unlike residential projects, where payments may be quicker, commercial jobs often involve extended payment cycles.
“Before fully committing to commercial work, professionals should learn the market and master the bid-to-execution process,” said Breef.
Rogers added that the key to lasting growth is delivering high-quality work consistently. “Practice your ABCs—always be closing—and keep strengthening relationships,” she said. “Word of mouth is a powerful tool in driving future success.” V
In the gym at Icon South, manually operated sheer drapery on a custom curved oval track adds privacy and style for residents as they work out; Midtown’s rooftop pool showcases Breef’s custom-designed cabanas with outdoor drapes and bespoke upholstered seating; another view of the gym’s custom oval drapery track.
A slice of
FLORIDA CHARM
Florida-based designer Kemble Interiors and workroom Excell In Design breathe new life into two suites at the 111-year-old Gasparilla Inn & Club, blending Old Florida vibes with a playful, modern twist
BY LINDSAY BROWN
At The Gasparilla Inn & Club in Boca Grande, Florida, tradition is stitched into every detail, but two reimagined suites offer a fresh, playful spin on that storied history. Designed by Mimi McMakin, Mackenzie Carnes and Cece Bowman of Kemble Interiors and brought to life by master fabricator Leslie Excell of Excell In Design, the Presidential Suite and Suite 202 strike a perfect balance between elegance and spirited whimsy.
For Carnes, who has worked with the Inn on everything from its iconic beach club to its new seaside cottages, these spaces were an opportunity to blend Old Florida style with unexpected delight. “There’s something magical about this place,” she shared. “We wanted guests to walk in and feel instantly at ease—surrounded by thoughtful details that make them smile.”
A cozy corner in Suite 202 invites relaxation with textured grass cloth wallpaper by Phillip Jeffries, swivel wicker chairs and tortoise matchstick blinds that add warmth and depth.
PHOTOS BY CARMEL BRANTLEY
A Breath of Fresh Air
The Presidential Suite leans into classic elegance with a breezy, coastal ease. Overlooking the golf course, the suite feels refined yet relaxed, with hand-painted latticework by artisans Tom D’Auria and Nick Cordes setting a sophisticated tone.
A white painted bamboo bed anchors the space, accented with custom blue detailing that complements the soft coastal palette. Draperies in F. Schumacher’s Good Day Sunshine fabric frame the windows, adding a cheerful touch that feels effortlessly elegant.
Behind the scenes, Excell’s meticulous attention to detail elevates every corner. “It’s all about getting the small things right,” she explained. “We’re constantly sending photos and videos during the process, making sure every detail is perfect before we even step on-site for installation.”
A Citrus-Infused Celebration of Fun
Perched on the second floor overlooking the main entrance, Suite 202 radiates playful sophistication with cheeky nods to Florida’s citrus heritage. “This isn’t a serious space—people come here to relax, and the design should reflect that,” said Carnes.
The suite’s energy begins with custom scalloped valances made from a reimagined F. Schumacher Poppy Stripes fabric, brought to life through a collaboration with Excell and her team. “It was such a fun process!” Excell said. “We started by sketching the scallop design on blackout lining, working out the perfect proportions before adding a contrast band for that extra pop of character. It’s those little details that really bring the room to life.”
Playful touches continue with custom-made footstools shaped like orange slices—a bright, cheeky wink to Florida’s citrus roots. Tortoise matchstick blinds and textured Phillip Jeffries vinyl grass cloth wallpaper bring depth and warmth, while swivel wicker chairs encourage guests to spin, relax and let loose. “It’s all about creating moments of joy,” Carnes said. “Nothing here is too precious—this is a space to unwind and just be.”
The Magic and Challenge of Commercial Design
Designing for a commercial space like The Gasparilla Inn brings its own unique challenges—and rewards. “You have to think about how guests will actually use the space,” Carnes explained. “It’s not just about making something beautiful—it has to be functional, comfortable and durable enough for frequent use.”
Excell agreed, adding that successful commercial projects rely on clear communication and solid planning. “You need to set clear expectations and timelines from the start,” she said. “It keeps everything running smoothly and ensures that the final result feels effortless, even if the process behind it wasn’t.”
Despite the added complexities, both Carnes and Excell agreed that working on hospitality spaces is uniquely rewarding. “Our goal is to make commercial spaces feel as warm and inviting as a home,” said Carnes. “It’s about creating comfort but also offering a little surprise—something that makes guests pause and think, ‘Wow, this is special.’” V
Classic elegance meets coastal comfort in the Presidential Suite, with custom bamboo bed accents and a breezy palette that reflects the inn’s timeless appeal.
The Gasparilla Inn, located in Boca Grande, has welcomed guests since 1913. Now offering 142 rooms and suites, this designated landmark hotel is rich in history, character and Old World Florida style.
COULISSE EMBRACES LEADING DESIGN TRENDS IN 2025
Pantone Unveils This Year’s Signature Hue
Pantone has named Mocha Mousse (PANTONE 171230) as the Color of the Year for 2025, setting a new benchmark for comfort and luxury in interior design. This rich, earthy brown reflects indulgence and accessibility, aligning with design trends that embrace warmth, simplicity and timeless elegance.
The Inspiration Behind Mocha Mousse
Inspired by life’s simple pleasures—cacao, coffee and chocolate—Mocha Mousse offers sensorial warmth that fosters balance and connection in living and working spaces. Leatrice Eiseman, Executive Director of the Pantone Color Institute, described it as “sophisticated and lush, yet at the same time an unpretentious classic.” This versatile shade bridges the gap between aspirational and grounded, making it a favorite for creating elegant yet inviting interiors.
Coulisse Draws Inspiration from Global Design Events
As pioneers in the window covering industry, Coulisse recently attended two of the world’s most influential design events: Heimtextil 2025 in Frankfurt, Germany, and Maison&Objet in Paris, France. At Heimtextil 2025, the theme “Future Continuous” emphasized sustainability, regenerative design and timeless solutions, aligning seamlessly with Coulisse’s vision of combining style with eco-conscious solutions. Meanwhile, Maison&Objet Paris explored the theme “Sur/Reality,” celebrating the resurgence of surrealism by merging fantasy, humor and poetry, highlighting the growing consumer appetite for designs that surprise and inspire. These events offered invaluable insights into the latest trends, materials and innovations shaping the future of design and textiles, providing inspiration for bold new directions in window coverings.
Coulisse Brings Pantone’s 2025 Color to Life
At Coulisse, we’re proud that Mocha Mousse seamlessly integrates into our Living Beauty collection. Catharina Idema, Creative Director at Coulisse, explained: “Mocha Mousse perfectly embodies the timeless warmth and sophistication we aim to capture in our Living Beauty collection. Its rich tones align with the thoughtful elegance of our fabrics, including our existing offerings in this beautiful mochainspired palette.”
Why Mocha
Mousse
Is Perfect for Interiors
Mocha Mousse reflects the growing trend of “quiet luxury”—a movement toward understated, timeless neutrals that surpass fleeting trends. Its deep, warm tones create cozy yet sophisticated spaces across a variety of applications. In living rooms, it provides a grounding and welcoming atmosphere that pairs beautifully with warm lighting and natural textures. In bedrooms, it offers a calming and cocoon-like effect ideal for creating restful environments. For offices, its subtle richness encourages focus and creativity without distraction.
Add Mocha Mousse to Your Collection Mocha Mousse is more than just a trend— it’s a versatile shade that transforms interiors with its rich warmth and understated elegance. Whether featured as an accent wall, lower cabinetry or in furniture like sofas and shades, it brings depth and sophistication to any space. Paired with natural materials like wood, leather or soft textiles, Mocha Mousse creates a balanced and inviting atmosphere that resonates with the growing trend of “quiet luxury.”
Coulisse’s Commitment to Timeless Elegance
At Coulisse, we’re proud to offer nature fabrics in Mocha Mousse, ranging from soft lightfiltering designs to elegant blackout options. These fabrics provide functional light control while seamlessly capturing the timeless beauty of Pantone’s 2025 Color of the Year. By embracing Mocha Mousse, Coulisse continues to lead the way in transforming interiors with timeless elegance, offering solutions that are both stylish and sustainable.
ROLLER SHADE MARKET:
Insight from the 2025 Survey
Roller shades are no longer just a quiet backdrop—they’re shaping the future of the window covering industry. VISION’s 2025 survey of 300-plus industry professionals uncovers a market on the rise, with increasing demand and shifting consumer expectations. But with growth comes change, and staying ahead means understanding the strategies driving success. Based on roughly 300 responses, dive into the latest insights and discover how professionals are capitalizing on this momentum.
Fastest-Growing Window Treatment Types
of surveyors’ sales come from roller shades 48%
Survey Respondent Snapshot
5-10 window treatments per job
What Do Pros Want in a Supplier?
Quality reigns supreme—77% of respondents ranked it as the most valued attribute in a supplier, followed closely by customer service (73%) and price (61%). Unsurprisingly, poor quality is also the top reason businesses leave a supplier.
What are the top attributes valued in a supplier?
Roller Shades Take Center Stage
It’s no surprise that roller shades are leading the charge, with 61% of respondents naming them the fastestgrowing category in their business. On average, roller shades now account for 48% of total business—proof that demand for sleek, functional window treatments isn’t slowing down.
Roller Shades on the Rise
Our survey reveals that residential applications are the primary growth engine for roller shades, with a substantial 82% of respondents reporting increased demand.
Motorized Shades: Price and Perception
Motorization continues to gain traction, accounting for an average of 42% of roller shade sales. However, cost remains the biggest hurdle, with many professionals citing client price resistance and high installation costs. Reliability issues, battery concerns and technical knowledge gaps also pose challenges for sellers.
Top Motor Controls Sold
What Is the Biggest Obstacle in Selling Motorized Roller Shades?
• Price/cost: high costs, client price resistance and expensive installation
• Reliability: concerns about battery life, motor failures and long-term durability
• Customer education: lack of understanding about motorized shades and their benefits
• Technical knowledge: limited familiarity among sales teams or installers with motorization options and setup
• Service/support: issues with customer service, after-sales support and technical assistance
• Integration/compatibility: challenges with home automation systems, hubs and software integration
Most Offered Hardware
Options:
• Cassette – 85%
• Fabric-Wrapped Valance – 77%
• Standard Brackets – 66%
Top Roller Shade Brands Sold:
• Hunter Douglas – 45%
• Alta – 37%
• Graber – 22%
• Lutron – 12%
$3,000
median ticket price for a roller shade project
Interior vs. Exterior: A Clear Divide
While interior roller shades hold a commanding 79% market share, exterior applications offer a significant, albeit currently smaller, opportunity at 10%. However, breaking into this niche presents challenges, notably a need for specialized knowledge and skilled installers.
Five Reasons Pros Haven’t Entered the Exterior Market
1. Knowledge gaps: lack of information or training about exterior shades
3. Lack of demand: low client interest or market demand
4. Supplier/product availability: issues with finding reliable vendors or suitable products
5. Cost/price issues: high costs associated with products, installation or insurance
Mastering the Art of Modern Roller Shade Sales
Draper At Home
Core Values Build Trust and Partnership
BY CLINT CHILDRESS
In the competitive world of modern roller shade sales, establishing trust and building strong partnerships are crucial for success.
While competitors have moved manufacturing operations outside the U.S., we are a 123-year-old company which is thriving in the USA. A 100,000-squarefoot expansion in 2023 brought our overall capacity to more than 500,000 square feet. We will be here for you today and tomorrow. You can rely on us as we continue bringing innovation to the marketplace.
Our core values—Solid, Partnership, Growth and Strategy—serve as the foundation for our reputation as a trusted partner.
SOLID: BUILDING A STRONG FOUNDATION
Draper At Home strives to create a caring, supportive and safe environment for employees, customers and community. This commitment to stability and reliability is evident in several ways:
• Integrity and Trust: Our long-standing reputation for integrity ensures that customers and partners can trust the company’s products and services. This trust is essential for building lasting relationships with shade retailers.
• Supportive Environment: Draper At Home fosters a supportive environment where employees are encouraged to collaborate and overcome challenges together. This culture of teamwork translates into better customer service and support for shade retailers.
• Community Engagement: Draper At Home actively engages with the community, balancing the needs of partners and customers to maintain mutually beneficial relationships. This community-focused approach helps build a positive brand image and strengthens customer loyalty.
By prioritizing these aspects, Draper At Home creates a solid foundation that window covering retailers can rely on, ensuring stability and trust in their business partnerships.
PARTNERSHIP: EMPOWERING GROWTH AND DEVELOPMENT
Draper At Home seeks, explores and leverages opportunities to grow its employees, investing in their development and promoting a culture of continuous learning. This commitment to partnership is reflected in several key areas:
• Employee Development: Draper At Home invests in its people, providing opportunities for professional growth and development. This investment in human capital ensures that employees are wellequipped to support retailers with the latest knowledge and skills.
• Collaborative Culture: Draper At Home promotes a collaborative culture where employees are empowered to learn from shared experiences. This culture of collaboration extends to partnerships with shade retailers, fostering open communication and mutual support.
• Customer-Centric Approach: Our focus on partnership means we actively listen to the needs of our customers and work together to find innovative solutions. This customer-centric approach helps retailers stay ahead of market trends and meet the evolving demands of their clients.
By embracing the value of partnership, Draper At Home creates a supportive and empowering environment that benefits both employees and shade retailers, driving mutual growth and success.
GROWTH: PURSUING EXCELLENCE AND INNOVATION
Draper At Home draws from deep expertise to develop creative products and solutions that meet the needs of its customers. This focus on growth and innovation is crucial for shade retailers looking to stay competitive in the market:
• Standard of Excellence: Draper At Home holds itself to a high standard of excellence, continuously seeking ways to improve its products and services. This dedication to quality ensures that shade retailers can offer their customers the best possible solutions.
• Innovation and Creativity: Draper At Home actively seeks opportunities to drive growth and innovation, developing new products and technologies that address the unique challenges of modern roller shade sales. This innovative spirit helps shade retailers differentiate themselves in the market.
• Customer-Focused Solutions: This commitment to growth means Draper At Home is always looking for ways to better serve our customers. By developing creative and customer-focused solutions, we help hade retailers meet the diverse needs of their clients and stay ahead of the competition.
STRATEGY: CREATING LASTING PARTNERSHIPS
Draper At Home consistently demonstrates commitment to integrity and strategic thinking. This strategic approach is essential for building strong, long-term relationships with shade retailers:
• Innovative Product Design: A strategic focus on innovative product design ensures that the company stays at the forefront of the industry. By offering cutting-edge solutions, Draper At Home helps shade retailers meet the evolving needs of their customers.
• Manufacturing Excellence: Draper At Home products are designed, engineered and manufactured in the USA. Our products are reliable and of the highest quality. This reliability is crucial for shade retailers who need dependable products to build trust with their clients.
• Long-Term Vision: Our strategic approach includes a long-term vision for growth and success. By prioritizing sustainable practices and forward-thinking strategies, Draper At Home ensures that its partnerships with shade retailers are built to last.
By embracing a strategic mindset, we create lasting partnerships that benefit us and our window covering retailer partners, ensuring mutual success and growth.
Our core values of Solid, Partnership, Growth and Strategy are the foundation of our success and reputation as a trusted partner for shade retailers. By building a strong foundation, empowering growth and development, pursuing excellence and innovation, and creating lasting partnerships, Draper At Home helps retailers master the art of modern roller shade sales. These core values not only guide our business practices but also provide retailers with the support and resources necessary to thrive in a competitive market. Through our unwavering commitment to these values, Draper At Home will continue to be a reliable and trusted partner, helping window covering retailers achieve long-term success through sales of interior and outdoor motorized roller shades.
DRAPER'S HEADQUARTERS IN SPICELAND, INDIANA, SPANS MORE THAN 500,000 SQUARE FEET OF MANUFACTURING SPACE.
IWCE 2025! Welcome to
Palm Beach County Convention Center 650 Okeechobee Blvd., West Palm Beach, Florida
Welcome to the International Window Coverings Expo (IWCE), where creativity flows as freely as the ocean breeze! Whether you’re a designer, retailer, installer or industry enthusiast, you’re stepping into the ultimate destination for fresh ideas, cutting-edge technology and game-changing solutions shaping the future of window coverings.
From smart automation to sustainable materials and showstopping designs, this year’s expo is packed with innovation. Industry leaders and visionaries are here to share insights, spark ideas and help you stay ahead of the trends. As you explore the show floor, take time to connect with exhibitors, attend expert-led sessions and discover products that will transform the way you work and design.
Be sure to kick off the experience in style at the Palm Paradise Welcome Party, where you can mix, mingle and soak up the West Palm Beach vibes. And don’t miss the 2025 Grace Awards, where we’ll celebrate the best and brightest in our industry.
This event is more than just a trade show—it’s a celebration of style, function and the power of design to enhance the spaces we live and work in. Thank you for being part of the vibrant community pushing this industry forward.
Here’s to an inspiring and productive expo!
Grace McNamara Publisher grace@wf-vision.com
Artisan Atelier Schedule
Join us at Workroom Central for hands-on demos and creative
Tuesday, April 15, 2025
9:00 - 9:30 Judi Turner Alternative Ripplefold Runway
9:30 - 11:00 Linda Tully Bells, Jabots and Cascades
10:30 - 11:30 Donna Scott Johnson Embroidery as Art: Beyond the Hoop
11:30 - 12:00 Anna Davis Shade Savvy Series - Part 1: Learning the Bon System for Roman Shades
12:00 - 12:30 Sandra VanSickle Shade Savvy Series - Part 2: Simplify the Complexity of Roman Shade Systems
12:30 - 1:30 Sharon Gregory Shade Savvy Series - Part 3: Forest RBS System
Moderator: Ronica VanGelder
1:30 - 2:30 Panelists: Linda Tully Navigating the Social Media Landscape: DIY vs. Freelance Solutions
& Patricia Hash
2:30 - 3:00 Linda Tully How to Have Fun with Your Social Media
3:00 - 4:30 Sandra VanSickle Pattern Drafting the Empire Valance
4:00 - 5:00 Julia Hash Shade Savvy Series - Part 4: Coulisse Cordless Spring System
Wednesday, April 16, 2025
9:00 - 9:30 Sammi Day Specifying Drapery Hardware with a Dash of Motorization
9:30 - 10:30 Donna Cash Shade Savvy Series - Part 5: R-Tech Basics Motorization System
11:30 - 12:30 Linda Tully How to Dress a Swag
12:30 - 1:00 Patricia Hash Ad Savvy: Understanding the Layers of Paid Social Media
1:00 - 2:00 Deb Barrett Secrets of the Bespoke Window: The Art and Science of Manipulating Fabric
& Sandra VanSickle
2:00 - 3:00 Kristen Vince Shade Savvy Series - Part 6: Coulisse Twin Pull System
3:00 - 4:00 Nina Zhelev The Workroom Oopsies and How to Avoid Them
Seminars at a Glance
Monday, April 14, 2025
TIME SESSION
SPEAKER(S) LOCATION
9:00 am - 12:00 pm........ SUPERSESSION: Financial Goals: From Modeling to KPI...........................................Michele Williams ......................
9:00 am - 10:15 am Textile Tech Support
9:00 am - 10:15 am Window Treatments Demystified: What Every Designer Needs to Know
9:00 am - 10:15 am Clicks That Count: Proven Strategies for Google Ads Success
9:00 am - 10:15 am Proven Workroom Tips & Techniques
10:30 am - 11:45 am Solutions for Intimidating Projects: The Project of My Career
10:30 am - 11:45 am Welcome to the No S**t Sherlock School of Strong Sales Sleuthing
10:30 am - 11:45 am Upholstered Walls: Redefining Luxury in Design
10:30 am - 11:45 am Leveraging Your Social Media Through Visual Storytelling
Deb Barrett
Vita Vygovska
Katie Creekmore
Ann Johnson
Donna Skufis
Kathy Cragg Pace
Will Linn
Katy Enyeart 12 pm - 1:15 pm
KEYNOTE LUNCHEON: Discover the Secrets to Scaling with Confidence
3:00 pm - 4:15 pm Understanding Company Overhead Michele Williams 2D
3:00 pm - 4:15 pm Time Wasters, Crutches & Myths Ann Johnson 2E
5:30 pm - 8:00 pm Palm Paradise Welcome Party NORTH BALLROOM CONCOURSE
Tuesday, April 15, 2025
9:00 am - 12:00 pm SUPERSESSION: From Likes to Loyalty: Mastering the Art of Social Media Conversations
Katy Enyeart & Katie Creekmore 2D
9:00 am - 12:00 pm SUPERSESSION: Mastering Soft Treatments: Measurements & Installations Roger Magalhaes 2E
9:00 am - 10:15 am Nuts & Bolts of Pricing Michele Williams 1L
9:00 am - 10:15 am Smart Solutions: Harnessing AI in the Custom Window Treatment World Deb Barrett 1DE
9:00 am - 10:15 am Reviewing the Latest Advancements in Motorized Window Coverings O′D McKewan 1GHI
9:00 am - 10:15 am Sell Transformations Not Window Treatments & You′ll Thrive in Design Sales Kathy Cragg Pace 1F
10:30 am - 11:45 am Introduction to Commercial Shading John MacKenzie 2C
10:30 am - 11:45 am Pattern Drafting for the Modern Workroom Ann Johnson 1L
10:30 am - 11:45 am Delivering the Luxury Custom Window Covering Experience 2.0 Deb Barrett 1DE 10:30 am - 11:45 am Five Secrets to Make More Money from Leads You Already Have Madeleine MacRae 1F 11:00 am - 12:15 pm Panel: Motorization: Insights from Leading Manufacturers & Motorization Experts O′D McKewan 1GHI
1:00 pm - 2:00 pm Selling Exterior Shading: Explore the Possibilities by Draper Inc. Scott Cash 12TU FREE 1:00 pm - 2:30 pm SOSS: Secrets to Soft Success, Sponsored by Horizon Window Fashions Darlene Bruns 1DE FREE
1:00 pm - 2:00 pm Zigbee® Smart Shading by Somfy Thomas Harkness 1GHI FREE
5:30 pm - 7:00 pm The 2025 Grace Awards Grace McNamara & David Santiago BALLROOM A/B
Wednesday, April 16, 2025
9:00 am - 12:00 pm SUPERSESSION: Mastering Motorization O′D McKewan 2E
9:00 am - 10:00 am WCMA Product Awards Breakfast 2AB
9:00 am - 10:15 am Secrets of the Bespoke Window: The Art & Science of Manipulating Fabric Deb Barrett & Sandra VanSickle 1F
9:00 am - 10:15 am Winning the Race to Wealth Vince Nigara 1GHI
9:00 am - 10:15 am Knowing Your Audience: Why Getting Personal with Your Email Marketing Matters Carson Carby 2D
9:00 am - 10:15 am Installers Toolbox: Mastering Efficency & Customer Satisfaction
Roger Magalhaes 1L
10:00 am - 12:30 pm WCMA Meetings 2C
10:30 am - 11:45 am How to Achieve 7-Figure Success: Hear It from Your Peers
Madeleine MacRae 1DE
10:30 am - 11:45 am Building a Comprehensive Digital Marketing Plan to Knock Out the Competition Carson Carby 2D
10:30 am - 11:45 am Panel: Workrooms on the Rise Part 2: Expansion & Growth
10:30 am - 11:45 am Runway Home Design
1:00 pm - 2:00 pm Cool & in Control: AERC Ratings for Automation
1:30 pm - 2:45 pm IWCE 2025 Best in Show & Mini Show Floor Tour
1:30 pm - 2:30 pm The Perfect Fit: Choosing the Right Window Treatments for Function and Style: Sponsored by Graber
Sandra VanSickle/Moderator 1F
David Santiago 1GHI
David Cross/Steph Harvey 1F FREE
David Santiago 1GHI
Stacy Witecha & Allie Olson 1DE FREE
Local Guide: Best of West Palm Beach
1. THE HENRY MORRISON FLAGLER MUSEUM
Located on the western side of Palm Beach Island, the Henry Morrison Flagler Museum provides guided tours of Whitehall, the grand estate of Henry M. Flagler from the Gilded Age. Finished in 1902, this 100,000-squarefoot mansion served as a winter residence for Flagler and his wife until 1913. It is now recognized as a National Historic Landmark.
1 Whitehall Way, Palm Beach, FL 33480
2. GALLEY-HILTON WEST PALM BEACH
Galley, nestled in the Hilton West Palm Beach, serves top-quality meats and fresh ingredients. Enjoy specialty dishes and unique takes on classics with international flair, either on the green patio with a firepit or inside the sophisticated dining area.
600 Okeechobee Blvd., West Palm Beach, FL 33401
3. WORTH AVENUE
Worth Avenue, a captivating and internationally acclaimed shopping destination, stretches three blocks from the Atlantic Ocean to the Intracoastal Waterway. Prestigious brands such as Neiman Marcus, Cartier, Louis Vuitton, Tiffany & Co., Tourneau, Hermès, Ralph Lauren, Gucci and many others proudly have stores along this luxurious street.
4. RH ROOFTOP RESTAURANT
Located just 0.2 miles from the convention center, the RH Rooftop Restaurant on the fourth floor of RH West Palm Beach provides an elegant setting for brunch and dinner. Diners can enjoy a selection of fine wines from renowned American and European producers.
560 Okeechobee Blvd., West Palm Beach, FL 33401
5. THE CLOCK TOWER
Take a photo at The Clock Tower, a striking landmark that’s impossible to miss. Situated among palm trees at the entrance of Worth Avenue, this 25-foot structure stands proudly on the sidewalk of Old Ocean Boulevard, making it an ideal spot for a selfie!
423 S. Ocean Blvd., Palm Beach, FL 33480
6. THE BREAKERS PALM BEACH
For over 125 years, The Breakers has been a renowned luxury resort. It showcases Italian Renaissance architecture and spans 140 acres of prime oceanfront land in the center of Palm Beach. Don’t miss this staple for shopping, eating and playing.
1 S. County Rd., Palm Beach, FL 33480
7. CITY CELLAR WINE BAR & GRILL
Dine out at this American-themed restaurant offering a wide variety of dishes, including steaks, chops, seafood and pasta. The cuisine is enhanced by a 10,000-bottle wine collection prominently displayed at the heart of this trendy urban eatery. City Cellar provides both indoor and outdoor dining options and is suitable for hosting business dinners.
700 S. Rosemary Ave., West Palm Beach, FL 33401
8. AMRIT OCEAN RESORT
Enjoying Amrit Ocean Resort’s lavish spa and wellness offerings guarantees a revitalizing and soothing experience that supports your health objectives.
3100 N. Ocean Dr., Riviera Beach, FL 33404
9. THE MORIKAMI MUSEUM AND JAPANESE GARDENS
Drive for half an hour to Delray Beach and visit the Morikami Museum and Japanese Gardens. This tranquil spot provides a calm escape from the daily rush, making it an ideal place for unwinding and finding peace.
4000 Morikami Park Rd., Delray Beach, FL 33446
10. ADRIENNE’S PIZZABAR
Palm Beach boasts the town’s top-rated pizza! As you step inside, you’ll be greeted by a breathtaking 60-foot quartzite bar and pizza counter, high ceilings, an impressive nine-screen matrix TV and a welcoming open dining space. Don’t miss their Pizza Modo Mio, or “pizza my way,” featuring choices like Adrienne’s Original Sicilian, Adrienne’s Napoli 1889 and Adrienne’s Classic NYC Round.
378 S. Rosemary Ave., West Palm Beach, FL 33401
Shop IWCE Merch
Our online shop is now open with exciting merchandise!
HOT PRODUCT HIGHLIGHTS
Gaposa Motors & Control Systems
Booth 431
Experience the future of exterior shading with Gaposa’s AUTONOMO Solar Powered Motor—made in Italy! With 50Nm torque and 12rpm speed, it offers smooth operation, advanced torque sensing and double-try obstacle detection. Solar-powered for wire-free installation, it reduces labor costs while enhancing safety. Ideal for retractable screens, AUTONOMO delivers ecofriendly efficiency. Visit Booth #431 to see why Gaposa was voted IWCE’s Best Motorization Solution!
Gaposa.com
Polywood Shutter Company
Booth 726
The ultimate choice for dealers looking for shutters that combine beauty, durability and energy efficiency. Polywood® stands out as the premier plantation shutter, offering a unique design, versatile options and exceptional insulation. Proudly made in the USA, Polywood® ensures fast delivery and top-tier quality, setting the industry standard for performance and style. PolywoodSC.com
US Custom Shades Booth 309
We at US Custom Shades, a Preferred Coulisse Fabricator, represent the entire Collection specifically designed for the U.S. market for rollers, honeycombs and roman shades.
US-CustomShades.com
Decoloop
Booth 251
Decoloop creates innovative online software for manufacturers and suppliers in the interior design industry. We make user-friendly online software for composing, (price) calculating, ordering, but above all producing curtains, blinds, floors and other window and home products. Since 2002, our software has already connected more than 7,500plus points of sale physically and online with dozens of fabric suppliers, (curtain) workshops, flooring and window covering companies.
Decoloop.com
FSS Window Pro App
Booth 750
The FSS Window Pro® is a groundbreaking app that is transforming the window treatment industry. Now available for iOS and Android devices, this app combines Bluetooth laser and tape measuring technology with cloud-based client data management and robust reporting capabilities. By streamlining workflows and enhancing accuracy, FSS Window Pro® not only improves the consultation to installation process but also delivers significant cost savings by reducing the number of measuring mistakes.
FSSApp.com/fss-window-pro-app
Bond
Booth 325
Mate Universal Remote is the missing link to a seamless outdoor lifestyle. Available in 5and 15-channel configurations, it’s outdoor-rated and designed to complement your space with elegance. Effortlessly control multiple motorized shade brands, including screens, awning and louvered roofs, all from one beautifully crafted device.
BondHome.io
Somfy Systems
Booth 301
Somfy’s TDBU 45 WireFree motor and Ysia® TDBU remote provide a seamless, easy-toinstall solution for operating window coverings with topdown, bottom-up functionality. This system features a discreet lithium-ion battery and Zigbee 3.0 technology for easy installation and compatibility with TaHoma® pro and other connected solutions. The user-friendly Ysia® TDBU remote is unique to the shading market, providing intuitive control for each function.
SomfySystems.com
QY Spring
Booth 1140
QY Spring focuses on designing and producing steel tape spring mechanisms and motorized spring systems for indoor and outdoor sun shade blinds to achieve cordless operation, providing protection for the safety of children and pets. Our products include spring mechanisms and tubular motors. QY Springs not only save material and labor costs but also make assembly easy and provide customers with a good user experience. QYSpring.net
Templar Screens
Booth 217
Style meets performance with motorized shades by Templar Screens. We manufacture best-in-class power screens designed for wide openings and a variety of applications. Trusted by installers, our screens are custom-made to exact specifications and engineered for durability and seamless operation.
TemplarScreens.com
Spettmann USA Booth 845
Elements® Booth 519
The Artemis RGBIC Lights Zip Track Shade is a revolutionary smart shading system launching in 2025. Equipped with an advanced sun tracker, it dynamically adjusts to optimize shade and lighting throughout the day. The integrated RGBIC lighting system offers customizable ambience, enhancing outdoor spaces with vibrant, uniform illumination. Designed for convenience and efficiency, Artemis combines innovation and aesthetics to redefine modern outdoor comfort and control.
SpettmannUSA.com
American Down & Feather
Booth 322
A proprietary blend of down, feather and Polysilk creates the perfect fill. A leak-proof two-ply 100% cotton case offers double the protection. Feels like 50/50 but priced less than 25/75. Available in custom sizes and shapes. AmericanDownAndFeather.com
Helser Brothers Booth 901
Helser Brothers is committed to pushing the boundaries of innovation and bringing you cutting-edge drapery hardware without the sacrifice of quality. Following the release of our hugely popular Traverse French Pole last year, this year we will be introducing a new and improved design as well as our new Reticulating Master Carriers and a never-beforeseen Motorized Traverse French Pole. Come check them out at Booth #901!
HelserBrothers.com
The Elements® ECHO Roller Shade Collection, proudly assembled in Dallas, Texas, features 198 fabrics across 12 curated collections. Inspired by natural colors and textures, these shades provide stylish light-filtering and roomdarkening solutions. Designed for trade professionals, they blend modern style with functionality—perfect for residential and commercial spaces. Achieve light control, privacy and enhanced views with ECHO’s versatile fabrics. ElementsShadeCollection.com
Angel′s Distributing Booth 424
Angel’s new roller shade fabrics offer a stylish and versatile solution for your window covering needs. With eight beautifully crafted styles and textures, they provide both light-filtering and blackout properties while enhancing and protecting interior spaces. Available in 118" width or custom size widths available upon request. AngelsLinings.com/ roller-shade-fabric
Shade Revolution Booth 945
NEW
Leafy
Booth 445
Trapezoid cellular shades are expertly crafted to perfectly complement the unique aesthetics of trapezoid windows, characterized by their distinctive slanted top edges. These windows, often challenging to furnish, find an ideal solution in our shades that not only ensure optimal privacy and light control but also add a sophisticated touch to any room. They′re available in light-filtering and blackout.
ShadeRevolution.com
Leafy leads the way in developing and producing innovative cordless mechanisms for blinds and shades. We focus on blending functionality and aesthetics in our cordless system designs, resulting in a wide range of high-quality products. Our product line covers Venetian, roller and zebra shades, roman and honeycomb, each offering various styles and materials to suit individual customer needs.
LeafyCN.com
SPECIAL EVENTS
From award galas to Best in Show tours, IWCE 2025 offers a host of events you won’t want to miss!
SUNDAY, APRIL 13, 2025
WCAA BOARD MEETING – HILTON HOTEL
10:00 AM – 2:00 PM
WCAA RECEPTION – HILTON HOTEL
6:00 PM – 9:00 PM
Step into the elegance of a vintage Palm Beach evening with Window Coverings Association of America’s Palm Royale Cocktail Party. Join industry leaders and fellow professionals for an unforgettable night filled with exquisite food, refreshing cocktails and vibrant entertainment— all set against the backdrop of classic Palm Beach charm. Tickets sold separately.
MONDAY, APRIL 14, 2025
KEYNOTE LUNCHEON
12:00 PM – 1:15 PM
Discover the Secret to Scaling with Confidence Madeleine MacRae, CEO and Co-founder, Legacy Leadership Institute
If you find your business caught in a cycle of small gains and losses, and you’re stuck on a growth plateau, you’re not alone. Many businesses struggle to break out of this cycle and reach their full potential. Join growth expert Madeleine for an exclusive luncheon keynote where you will discover the secrets to scaling your business with confidence and achieving the breakthrough you’ve been waiting for. Madeleine will unveil the precise strategies you need to drive consistent, predictable growth. Registration required.
PALM PARADISE WELCOME PARTY
5:30 PM – 8:00 PM
Don your favorite tropical attire to kick off the inaugural night of IWCE with our vibrant annual welcome party! Immerse yourself in an evening of networking with industry peers while savoring delectable cuisine and expertly crafted celebratory cocktails. Revel in the festive atmosphere with live music, exciting giveaways and so much more! Dress code is resort casual.
An exhibitor badge or a ticket is required.
TUESDAY, APRIL 15, 2025
ARTISAN ATELIER – FORMERLY WORKROOM CENTRAL
APRIL 15 9:00 AM – 5:00 PM
APRIL 16 9:00 AM – 4:00 PM
Located in the middle of the Expo Hall, designers, fabricators, installers and upholsterers gravitate toward the booth to be inspired by the creative aspects, gain valuable information from instructional presentations and learn new skills during hands-on demonstrations. This is also where beautiful fabrics, trims, hardware and supplies our vendors generously donate are brought to life by the artisans and showcased in their final form. Over the years, due to the visual and interactive aspects of the booth, it has become a gathering place to meet new friends, reminisce with old ones and share our knowledge and vision of what’s to come. Free to participate.
SOSS: SECRETS TO SOFT SUCCESS
1:00 PM – 2:30 PM
Sponsored by Horizons Window Fashions
For those who want to build a profitable business selling soft treatments, this course is designed to reveal the secrets to successfully designing and selling soft. If you need a SOSS, this course is designed for you. Presentation materials, videos and hand samples will be used during this seminar.
Free to participate. Registration required.
SELLING EXTERIOR SHADING: EXPLORE THE POSSIBILITIES
1:00 PM – 2:00 PM
Sponsored by Draper, Inc.
For years, the exterior shading opportunity has been left unexplored by those offering interior shading systems. Roller shades built for the exterior have changed this thought process, and many are now exploring this market. Exterior roller shades allow customers to extend their outdoor living and living seasons. These systems are in demand and offer high value to the customer, and they give you an opportunity to expand. If you are ready to expand your product line and increase your profit margins in exterior shading, this seminar is for you!
Free to participate. Registration required.
ZIGBEE® SMART SHADING BY SOMFY
1:00 PM – 2:00 PM
Sponsored by Somfy
Enhance comfort with Somfy’s innovative ecosystem of smart shading solutions. Discover Somfy’s Zigbee® 3.0 motors and controls, including the TDBU 45 WireFree motor, TaHoma® switch and Ysia® remotes. Experience quick, easy programming for window coverings utilizing the TaHoma switch and the TaHoma® Pro app for seamless control and convenience. Free to participate. Registration required.
HAPPY HOUR WITH SOMFY
2:00 PM – 4:00 PM
Sponsored by Somfy Booth #301
2025 GRACE AWARDS GALA
5:30 PM – 7:00 PM
Mark your calendars for an unforgettable evening at the pinnacle event of our industry—the Oscars of window covering design and craftsmanship! Celebrate the triumphs of the 2025 award recipients at our elegant annual awards ceremony. Marvel at the exemplary projects that have set new standards and ignite your creativity with fresh ideas. Enjoy an open bar and delectable hors d’oeuvres served throughout the night. Dress code is cocktail attire. Don’t miss out—tickets are limited and sold separately at Grace-Awards.com
WEDNESDAY, APRIL 16, 2025
WCMA PRODUCT AWARDS BREAKFAST
9:00 AM – 10:00 AM
The Window Coverings Manufacturers Association presents its prestigious Product Awards breakfast. Learn what products you should be selling in 2025. Free to participate.
WCMA MEETINGS
10:00 AM – 12:30 PM
COOL & IN CONTROL: AERC RATINGS FOR AUTOMATION 1:00 PM – 2:00 PM
The Attachments Energy Rating Council’s (AERC) goal is to provide consumers and decision-makers with credible, relevant and comparable information about window attachments and their performances. Attendees will learn how AERC creates ratings and how to select energy-efficient products for their home using AERC ratings and how automation can increase energy efficiency. Free to participate. Registration required.
IWCE 2025 BEST IN SHOW WITH MINI SHOW FLOOR TOUR
1:30 PM – 2:45 PM
David Santiago, Owner and Designer, Casa Santi Interior Design At IWCE, there’s a lot to see. Our design expert will curate a list of must-see vendors for design inspiration. We will highlight some of the most innovative companies and products that can help you stand out from your competitors. Don’t miss out on expert advice from designer and industry ambassador David Santiago. Free to participate. Registration required.
THE PERFECT FIT: CHOOSING THE RIGHT WINDOW TREATMENTS FOR FUNCTION AND STYLE
1:30 PM – 2:30 PM
In this interactive breakout session, attendees will gain insights into choosing the ideal window treatments tailored to both functional needs and aesthetic preferences. Led by industry experts, the session will cover key considerations in balancing functionality and design to enhance any space. Additionally, participants will explore the benefits of layering treatments, understanding how this approach can elevate style while optimizing light control and privacy. Designers attending will earn a Continuing Education Unit credit, deepening their knowledge and enhancing their professional toolkit. Free to participate. Registration required.
POST-SHOW EVENTS
Exciting Windows 21th Annual Conference
APRIL 16-18, 2025
If you want more leads, to hire a decorator or smooth internal operations, stop by Booth #751 at IWCE. Then, attend the Exciting Windows 21th Annual Conference. Better systems lead to better opportunities! Starts on Wednesday, April 16. Registration required.
Our Vision
Inspiring Spaces, Brilliantly Simple
Our customers enjoy incredible indoor and outdoor spaces because we make it easy for them to design, select, and install the right styles, colors and technology.
Graber, Horizons Window Fashions, and Polywood Shutter Company are excited to see you all at IWCE 2025 and showcase all that we’ve been working on. From new product innovations to expanded and improved dealer programs, you won’t want to miss it. See you soon!
NAVIGATE LIKE A PRO AT
The IWCE mobile app is ready for download!
Stay informed and connected with this free app.
• Create a personalized schedule of exhibitors, seminars and events.
• Connect with exhibitors using in-app matchmaking.
• Receive real-time show news and alerts.
• View maps and product listings to easily navigate IWCE.
• Network with industry professionals and make new connections.
Stay Ahead of the Game
How to master your profit plan
BY VINCE NIGARA
As we head into the second quarter of 2025, it’s a good time to reflect on the groundwork laid in late 2024. Hopefully, you set aside time to create a profit plan for the year—a critical step for any business owner preparing for success. To chart a clear path forward, it’s essential to analyze the past. Reflecting on 2024 allows us to pinpoint what worked, what did not work and why. This insight helps us build on our successes and integrate them into this year’s plan.
At the same time, it is equally important to address what didn’t work. By reducing or eliminating ineffective strategies, we can optimize performance. This includes carefully examining every expense for inefficiencies and diving deep into the advertising budget to evaluate how and where those dollars were allocated. It’s not just about identifying problems; it’s about learning from them and ensuring you don’t repeat mistakes.
The Power of Planning and Monitoring
As the window covering industry icon Steve Bursten once said, “If you don’t monitor it, you can’t manage it.” My experiences with almost 1,000 companies in our industry over the past 42 years have shown me that the most successful entrepreneurs always have a written plan in place. Your plan not only serves as a guide throughout
the year but also acts as a flexible platform where adjustments can and should be made as the marketplace dictates.
Without a clear plan, businesses often fall into reactive mode—responding to crises as they arise instead of proactively steering toward goals. A profit plan gives you the ability to adapt to changes in the market while keeping your focus on long-term success.
Assessing Your Progress: Key Questions to Ask
To begin, you need to ask yourself some questions. Did January, February and March meet your sales projections? Did any unexpected expenses occur? Is your yearly projection still on track? What adjustments, if any, do you need to make to stay aligned with your anticipated 2025 profits?
Looking ahead, what’s coming up next month? Are there any extraordinary expenses on the horizon that need to be accounted for? These are the types of questions you should be asking yourself regularly— ideally every month. This ongoing assessment ensures you stay in control and can make informed decisions before small issues turn into major problems.
Staying on Top of Your Goals
Your profit plan, particularly your sales projections, should be monitored on a weekly basis. Are you on track to meet your monthly sales goal? If not, what actions can you take to get back on target? If you’re ahead, how can you capitalize on that momentum and push even further ahead? This kind of frequent monitoring gives you the opportunity to adjust quickly, ensuring that no week—or month—goes to waste.
It’s not how much you make, it’s what you don’t have to spend.″
Expense Management: The Other Side of the
Coin Expense monitoring is equally important. One of my longtime mantras is, “It’s not how much you make, it’s what you don’t have to spend.” This leads to a critical discussion about your breakeven sales level. Large expenses necessitate recalculating your breakeven sales number, as new hires or significant purchases can dramatically affect how much you need to sell.
The breakeven sales number is all about staying in touch with your numbers. It’s defined as the amount you need to sell just to simply keep your doors open. To calculate it, total your nonnegotiable expenses and divide that amount by your gross profit percentage. Only you can determine which expenses are nonnegotiable for your business. Your gross profit percentage significantly impacts your breakeven sales number.
For example, using $10,000 as nonnegotiable expenses, the difference in selling performance becomes apparent. If your gross profit percentage is 40%, you will need to sell $25,000 to cover those costs. However, if your gross profit percentage is 60%, you’ll only need to generate $16,667. The higher your gross profit percentage, the easier it becomes to reach your breakeven point and drive profits.
Avoiding the Checkbook Mentality
Some business owners I’ve met are content to run their business by their checkbook. This approach can spell trouble when unanticipated expenses arise. For instance, fluctuating sales levels in the Northeast often
disrupt cash flow during the first quarter of the year. My business has operated in the Northeast for more than 42 years, and knowing that cash flow would be tight during those months, I deliberately stockpiled money from stronger months to bridge the gap.
Those who rely solely on their checkbook and lack a plan often struggle with cash flow problems during this period. They may even face difficult choices, such as reducing staff or taking on debt. Having a plan in place not only helps you weather tough times but also positions you to thrive when opportunities arise.
Planning for Stability and Success
By having a plan in place, we always knew to reserve funds from prosperous months. This strategy allowed us to retain valuable staff rather than letting them go temporarily and risking losing them permanently. It also kept us from needing to rely on our line of credit. A solid plan keeps you on target and on your game, no matter what challenges the market throws your way.
It’s Never Too Late to Start
If you haven’t developed a profit plan yet, it’s never too late to start. Set aside a day to dig into your profit and loss statement from the previous year. Establish monthly sales goals for the remaining months of 2025, as well as for the months that have already passed. Factor in your anticipated expenses. Every aspect of planning should be geared toward maximizing profits. Once your plan is in place, monitor your sales weekly and adjust as needed.
With your profit plan in hand, you’ll be able to manage your business toward prosperity and enjoy a rewarding lifestyle. Planning doesn’t just prepare you for challenges—it gives you the confidence to tackle them head-on and the freedom to focus on what matters most. V
Vince Nigara has 47 years of experience as an entrepreneur in two different industries, 42 of those years specifically in the window covering industry. He’s the vice president for two different window covering franchises and operates a top 1% window covering company for profits in the industry.
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Wholesale fabric source, offering an extensive collection of wide-width sheers, faux linens, textured fabrics, linens, sheer linens, and over 300 FR decorative blackouts
Cut orders and rolls available
• Complete drapery program for residential and contract projects
• Beautiful sample books to inspire you
• You can get it for less at S&S
The New Formula for Sales Success
Adapt to the changing sales landscape with strategies that put today’s buyers first
BY KATHY CRAGG PACE
We’re several months into a new year, but let’s fast forward. Imagine it’s December 31. How has your sales strategy evolved? What trends have reshaped the way you connect with clients and close deals? The year ahead holds both challenges and opportunities, and reflecting on where we’re headed can help you stay ahead of the curve.
Here’s what I’ve discerned: We’re in the middle of a slow but massive transformation in sales. It’s happening quietly, but for those paying attention, the shift is undeniable. The big problem is the gap widening between how people sell and the way clients want to buy.
For decades, sales success has been driven by aggressive strategies. It was built on a formula of testosterone-fueled tactics: hustle, push hard, overcome objections, close deals. This formula worked when businesses and households were presided over by the same energy. It made sense. But not anymore.
In 2025, the sales landscape looks very different, and our strategies need to catch up. Buyers are more sophisticated. Information is everywhere. Decisionmakers are nuanced, diverse and far less inclined to respond to traditional close-the-deal tactics. In fact, they’re repelled if they feel even the smallest hint of “pushiness.”
The Formula Is Broken—And You
Can Feel It
Selling techniques still lean heavily on a simplified formula: Problem + Solution = Sale.
This worked for quite a while. You identified the problem, presented the solution and, if you were persuasive enough, they’d buy. But if you’ve been in sales for a while, you know this formula is cracking.
Every time you hear “Let me think about it,” “I’m getting other estimates” or “I need to talk to my partner,” you’re bumping up against a formula that no longer fits the buyer’s mindset. The old formula doesn’t fit the seller mindset either, because it requires some amount of pressure to get clients to act. Nobody wants the transactional, stale, grabby “close-the-deal” mentality.
Why Isn’t It Working?
The problem isn’t the solutions you provide—it’s the way you may be presenting them. People today aren’t just looking for fixes to functional problems. They want an experience with someone who “gets them” and helps them feel good about making their own decisions.
In industries like home design and improvement, where emotions and personal identity are wrapped up in purchases, this shift is even more pronounced.
Decision making is driven by the limbic brain, the area responsible for emotions, trust and connection. That’s why logical, data-heavy pitches often fall flat. The people making decisions (many of whom are women or deeply emotionally connected to their space) aren’t responding to logic alone.
Today’s Buyers Require More
More depth. More humanness. A seller more skilled in modern best practices! Let’s start with the fact that buyers have more information. Transparency in pricing, reviews and competitors’ offerings are just a click away. Trust is no longer handed over easily.
Next, they crave personalization. They want to know how your solution fits them specifically. A functional product pitch feels impersonal and outdated.
And, most importantly, they want to solve deeper problems. Buyers aren’t just fixing a cold room or faded floors. They’re addressing the feeling that their home isn’t quite right. You’re not selling blinds and shades—you’re selling comfort, pride and a sense of belonging.
The Shift: From Selling to Co-Creating
This doesn’t mean sales cycles will drag out indefinitely. In fact, the shift to a more collaborative, heart-centered sales process can shorten decision time. Why? Because buyers feel heard and understood from the start.
The winning approach is about moving with your client, not at them. It’s about proactive connection rather than reactive pitches.
You’re not selling blinds and shades—you’re selling comfort, pride and a sense of belonging.″
A New Formula for Sales
If the old formula was Problem + Solution = Sale, the new formula looks more like (Connection + Trust) x Collaboration = YES.
Here’s why it works:
• Connection builds the foundation. When clients feel seen and understood, they open up.
• Trust bridges the gap between interest and commitment.
• Collaboration multiplies the entire process. When buyers feel involved in crafting the solution to make their home feel more like a haven, they naturally lean toward yes because it feels like their decision, not yours.
The multiplication effect happens when trust and connection combine. Collaboration amplifies the outcome, leading not only to sales but to repeat business and referrals.
The Evolution of Selling—From Winning to Partnering
The businesses thriving in sales going forward won’t be chasing wins and talking about crushing competitors. They’ll be building relationships. We’re moving from competition to collaboration. That’s the energy driving modern sales: signature experiences that prioritize helping over winning. Connection over pressure.
Think about it. Rather than competing on product and price, evolved businesses can elevate their selling experience and put their stamp on it. One that is unique and personalized—and, therefore, more valuable—just like clients want their homes to be.
Reflect on Your Process
If your sales process is humming along at a high conversion rate, this shift is still worth reviewing. Are there areas to optimize? Can you lean more into connection and collaboration? Sometimes refining one small piece can unlock greater success.
And if your process isn’t performing the way you’d like, this shift may be the missing link. The clients inviting you into their homes require today’s ways of working together. The sales strategies that carried us through the last few decades won’t hold up in the next one.
Get Ahead of the Shift
Transformation is already happening. Those who evolve now—before the masses catch on—will be the ones leading the charge in 2025 and beyond. So, as you step into the rest of the year, ask yourself: How can I deepen my connection with clients? Am I building trust at every stage of the process? How can I collaborate more instead of just presenting?
The future of sales isn’t about better closing techniques, it’s about crafting experiences, fostering relationships and redefining—let’s call it TRANSFORMING—what it means to sell. V
Kathy Cragg Pace is a beacon of growth, empowering window treatment and design sales professionals to thrive by replacing outdated “closing” tactics with authentic connections and irresistible client experiences. With decades in the industry— leading her own award-winning design franchise to nationwide sales teams and directly influencing $450 million in sales—Kathy helps businesses reimagine their sales approach and address client hesitations with ease and confidence. Through her courses, tools and coaching, Kathy guarantees results and shares free resources at » KathyPace.com
Custom-Fit Success
Tailoring your path to excellence
BY ELSE JOHNSON
We pride ourselves on delivering perfectly customized solutions for clients because no two windows are identical, and no two jobs are the same. Yet, when it comes to our businesses and lives, we often fall into the trap of using a one-size-fits-all approach. Just as you carefully consider every detail for the ideal window treatment, your path to higher profits requires the same tailored precision to grow your business and lead your life.
The good news? The most impactful changes will not cost you a dime. Instead, they involve fine-tuning what you already know and do. Here are three adjustments you can implement today to see an immediate return on investment in your performance, effectiveness and, ultimately, on your bottom line.
Refuse to Settle: Raising the Bar on Excellence
Selling premium window treatments requires a commitment to detail. You measure once—you measure twice, maybe even three times—because accuracy matters. But here’s a question: Do you bring that same dedication to every part of your life?
Imagine telling a client, “Most of your windows will be done right,” or “I’ll probably show up on time.” Unthinkable, right? Yet, how often do we mentally settle for less? We justify the
messy client folder, slow or nonexistent follow-through or a car that looks like a fabric bomb exploded in the back seat. Because let’s face it, “Nobody’s perfect.” But this mindset does not shield us—it sabotages us.
The Journal of Experimental Social Psychology shows that first impressions are formed within seven seconds and over 55% is based on appearance and body language. Clients notice and respond differently when you show up with an organized presentation folder instead of coffee-stained notes, or when your mobile showroom looks as premium as the products you’re selling.
Action Steps:
• Take inventory. Choose one standard you want to raise. Are you accepting “good enough” in your preparation or follow-through? What would it look like if you committed to a higher standard? It will not cost you extra time or effort—just a refusal to cut corners.
• Start small. Excellence begins with your daily habits. A chaotic morning signals to yourself that chaos is acceptable—and that mindset can seep into your client consultations, project management or follow-ups. A small tweak in your routine can significantly influence your productivity and set a positive tone for the rest of the day.
Your personal standards flow through every aspect of your business and life. It is not about working harder or falling victim to perfectionism but about refusing mediocrity in any area of your life. The question isn’t whether you can raise the bar; it’s whether you are ready to commit to excellence.
Leverage Your Network: Borrowing Vision from Others High-end design depends on perfectly paired components, and so does your success. Surrounding yourself with the right people elevates your thinking and uncovers possibilities you never thought possible.
Joining the Window Coverings Association of America in the early days of my window coverings business was a turning point in my success. I quickly noticed something fascinating about the most successful designers. They were not just talented but generous with their knowledge and always curious about what’s next. They showed me how to embrace innovation, set ambitious standards and keep looking forward instead of clinging to what worked yesterday.
I’m forever grateful for how generously they showed me the way—it completely transformed how I approached both design and business possibilities.
Action Steps:
• Audit your circle. Are the people close to you inspiring growth or anchoring you to the status quo?
• Build strategically. Seek mentors, industry masterminds and collaborators who challenge your thinking.
• Stay curious. Let the energy of forward-thinking professionals spark your creativity and raise your standards.
When you surround yourself with people operating at a higher level, you “borrow” their vision and expertise. Suddenly, challenges that once seemed insurmountable become exciting possibilities. Your network shapes your mindset, and your mindset shapes your success. So, choose wisely.
Close the Execution Gap: From Knowing to Doing Knowledge isn’t your challenge—it’s execution. We meticulously create the perfect design and strategy yet neglect the simplest, most impactful step: action. Knowledge without action is like measuring a window repeatedly but never recording the dimensions. True potential emerges by taking consistent, intentional steps toward your goals.
Action Steps:
• Get curious. Often, we procrastinate because of underlying insecurities. Ask yourself, “What’s the real reason I’m not doing the things that will help me reach my goals? Is it lack of clarity, fear of failing, perfectionism, feeling like an imposter, not feeling good enough or not knowing how?”
• Simplify complexity. Overthinking creates paralysis. Break larger tasks into manageable steps. Pick one task—following up with clients, organizing your workflow or creating a morning routine—and act on it today. Focus on progress over perfection. Like adjusting a treatment during installation, you can tweak your approach as you go.
Excellence isn’t built overnight. It’s constructed through deliberate, consistent action. Action transforms potential into reality, and every step forward transforms you and your business from good to exceptional.
Tailor Your Success: A Blueprint for Growth
Every window treatment is a custom fit, and so is your journey to success. Start by raising your standards— because, let’s face it, your business can only be as premium as you are. Choose your circle carefully; the right people will pull you forward faster than you can imagine. And, most importantly, stop sitting on what you already know. Take action.
Start today. Pick one area to improve, write it down, share it for accountability and watch your efforts transform into lasting results.
Success isn’t a one-size-fits-all journey; it’s a custom fit— designed by you, for you.
The only question is: What’s your next move? V
Else Johnson is an innovative neurolinguistic programming master practitioner, a cognitive behaviorist therapy expert, a certified life coach and a positive intelligence coach. Her journey spans continents and industries, embracing change fearlessly; she transitioned into the realm of business management before launching on an entrepreneurial journey of owning Kina Design, Inc., a successful, high-end window covering business.
Connection That Counts
Building links by tapping into your local community
BY MARISSA MASSEY AND SHAUN TURNER
Many window treatment professionals are discovering that success isn’t just about running their business well—it’s also about creating a local community and building links on- and offline that elevate their brand presence.
As your business navigates the ever-evolving world of digital marketing, leverage community engagement
We’ll pull back the curtains on innovative techniques like backlinking and discuss how making local connections drives organic growth and boosts your SEO rankings.
Understanding the Basics of Backlinking
In digital marketing, backlinks (links from a third party that link to your website) are one of the most important ways search engines determine a website’s authority and ranking. When other sites link to your business, this improves how your website ranks in the changing search engine results page (SERP) algorithms. Their value is ranked by a score known as domain authority (DA).
However, in digital marketing for local businesses, the impact of DA is not just about establishing a lot of links. Authenticity is key. Your focus should be on building genuine community and industry relationships. By connecting with your community, your business can create valuable backlinks and significantly enhance its local visibility.
Engaging with the Local Community
Encouraging these connections is easier than you think! Start by identifying potential partners who also want to see SEO growth and consider the connections with the people you work with every day:
Interior designers know what projects are happening across the community and who is working on them. The best interior designers make connections and know how to maintain them. This is what makes them a great ally; not only are they great partners for window treatment job opportunities, but they can also offer connections to the wider community.
Real estate agents offer great opportunities for new window treatment projects and can even introduce potential clients. Many homeowners will update their homes before listing them on the market, so real estate partners can potentially connect customers with window treatment dealers. It’s a mutually beneficial relationship that can lead to backlinking opportunities and beyond.
Local vendors and contractors can be people you encounter while working on a new construction or remodeling project, neighboring businesses or commercial clients. They may even be preferred contractors your business uses for outsourcing installation.
Local libraries and schools are where students make big decisions about their careers. Veterans in the interior design realm are in a unique position to offer career advice, guidance on next steps and even scholarships, internships and sponsorships.
Once you establish a connection with a person or business in your community, there are multiple ways you can broach mutually beneficial marketing strategies like backlinking.
Building a Local Referral Network
Earlier, we discussed how you can identify partners in your community. Here are a few ways that you can establish these valuable connections:
• Attend local events and networking opportunities: Whether it’s setting up a booth at a professional conference like the International Window Coverings Expo or sponsoring your local baseball team, these events allow you to build your presence both on- and offline.
• Join professional associations in your field or area: Take part in your local Chamber of Commerce or a national organization like the Window Coverings Association of America. These professional groups allow you to network and seek synergy from like-minded professionals
• Offer to give presentations at local businesses, schools or nonprofits: Events like conferences and presentations provide an opportunity to educate and connect with current and future clients and collaborators.
Innovative Strategies for Community-Based Link Building
The next step is incorporating these connections into your marketing plan through backlinking. By nurturing these relationships, you’ll build valuable backlinks and create a network of trusted partners who can help you grow your business. Here are three innovative strategies for achieving quality backlinks:
Guest Blogging and Link Swapping: Swapping blogs or links is a unique way to share your expertise to a new audience while targeting keywords your business wants to appear for in the SERPs.
Partners Web Page: Creating a “partners” page on your website allows your customers to connect with businesses, including those that can help them complete other interior design projects. This strategy can easily develop into a formal referral program with incentives for mutual recommendations.
Co-Creating Content: Cross-promoting each other’s services on social media platforms, taking advantage of social media groups, joining local podcasts and being
featured on YouTube channels can help drive traffic to your website and build brand awareness.
Pro Tip: Engage with those who interact with your media and posts to bolster those connections.
Measuring Success
Building local connections and developing backlinks is important, but measuring your efforts’ impact is equally vital. You should evaluate your backlink strategy’s success based on quantifiable metrics.
To track the effectiveness of your local backlink strategy, implement UTM (Urchin Tracking Module) strings in your URLs. UTM parameters are suffixes you add at the end of a URL that allows you to monitor traffic sources and campaign performance in Google Analytics.
For example: https://yourwebsite.com/?utm_ source=localpartner&utm_medium=referral&utm_ campaign=blog
That means when a partner uses this URL with a dedicated UTM on their site, you can track traffic regarding their use of your link in a blog. By analyzing this data, you can identify which local partnerships are driving the most traffic, determine which types of content or promotions resonate best with your local audience and make data-driven decisions to refine your linking strategy.
Remember, the ultimate goal is to build relationships, improve your search rankings and increase relevant traffic from your local market. Review your analytics regularly to ensure your marketing strategy is reaching your audiences.
Building Connections for Shared Growth
Fostering genuine relationships builds a community around your business. Whether partnering with interior designers, speaking at local schools or creating valuable content for your Chamber of Commerce, each step you take builds your online authority and strengthens your local presence. Together, you can create a valuable network and drive real, meaningful traffic to your website. V
Marissa Massey is the head of SEO and content at Creekmore Marketing and uses her writing, editing and SEO knowledge to lead her team and support Creekmore’s clients. Marissa loves the outdoors, cooking for people and reading.
Shaun Turner is from southeastern Kentucky and is a senior SEO and content specialist at Creekmore Marketing. He is also the recipient of the Denny C. Plattner Award in Fiction from the Appalachian Review and won a Kentucky Emerging Artist Award.
HOT PRODUCT SPOTLIGHT
SUREWIN
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ONA DRAPERY HARDWARE COMPANY
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INSOLROLL FASCIA SYSTEMS FOR DUAL MOTORIZED ROLLER SHADES
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The Artemis RGBIC Lights Zip Track Shade, launching in 2025, features a sun tracker for optimal shade and lighting. Its integrated RGBIC system offers customizable illumination, enhancing outdoor spaces with vibrant colors. Combining innovation and aesthetics, Artemis redefines modern outdoor comfort with smart, dynamic shading and lighting control. SpettmannUSA.com
FOREST DRAPERY HARDWARE LUXURY SALES TOOLS
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SOMFY’S WIREFREE MOTOR REMOTE
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PSYCHOLOGY of Sales PSYCHOLOGY The
BY OLIVER SCHREIBER
In today’s competitive landscape, understanding buyer psychology is essential. In sales, the ability to read and respond effectively to clients’ needs can set you apart from your competitors. Mastering the subtle art of buyer psychology can create stronger relationships with your clients, drive more sales and foster long-term relationships. So, how can you tune into what your clients are really thinking? Let’s break down what drives their decisions—and how can you tailor your approach to suit their needs.
At the heart of buyer psychology are emotional and rational drivers. Consumers often think of themselves as logical decisionmakers; however, research consistently shows that emotions play a significant role in purchasing decisions. A buyer may justify their purchase with rational arguments, but their decision is often influenced by underlying emotions—whether it’s fear, desire, trust or even status.
The first step in understanding buyer psychology is recognizing that emotion often precedes logic. For instance, an individual might purchase a fancy car not just because of its practical benefits but because it elevates their status or provides them with a sense of achievement. Understanding this dynamic allows you to address both emotional and rational needs in your sales approach.
To respond to a client’s needs effectively, we must first identify their pain points and motivations. Pain points are the problems or frustrations a client is facing that your product or service can solve. In window treatments, that may be light control, privacy, energy efficiency or beauty. Motivations are the desires or goals driving the client’s actions. By asking the right questions and listening carefully, you can uncover these critical aspects. By recognizing these pain
points and motivations, you can position your solution in a way that speaks directly to their needs, increasing the likelihood of a successful sale.
Trust is one of the most powerful psychological factors influencing buyers’ decisions. Buyers are more likely to purchase from a person they trust. Trust is built through consistency, transparency and social proof, such as testimonials from satisfied clients and online reviews highlighting where others have had positive experiences with you and with your product. Being transparent about pricing and avoiding deceptive sales tactics can establish credibility. Trust is also built through personalization. When you take the time to understand a client’s unique needs and offer tailored solutions, you demonstrate that you are genuinely invested in their success, not just in making a sale.
Another important aspect of buyer psychology is decision fatigue. With the constant barrage of information available today, buyers can be overwhelmed when making purchasing decisions. This can lead to procrastination or, worse, abandoning the project altogether. To counteract decision fatigue, make the buying process as simple and straightforward as possible. This involves eliminating unnecessary choices and presenting clear options. The easier you make the decision, the more likely the buyer will feel confident in their choice.
Two psychological principles that can be especially powerful in sales are social proof and scarcity. Social proof refers to the human tendency to look to others for guidance in decision-making. When buyers see that others have purchased and been satisfied with a product, they are more likely to follow suit. This is why reviews and testimonials can be such valuable tools in influencing buyer psychology. Scarcity, on
the other hand, taps into the fear of missing out. Limited-time offers and exclusive deals create a sense of urgency and can prompt buyers to act more quickly.
Perhaps the most important skill in understanding buyer psychology is active listening. Buyers are more likely to share their needs, concerns and objections when they feel heard and understood. Active listening involves not just hearing the words a client says but also reading between the lines to understand the emotions and motivations behind those words. Empathy goes hand in hand with active listening. When you empathize with a client’s challenges, frustrations and desires, you build a stronger rapport and can respond in a way that addresses their deeper needs.
Buyer psychology isn’t one size fits all: Each client has unique emotional triggers, motivations and pain points. By understanding these needs, both rational and emotional, you can craft a personalized sales experience that builds trust, simplifies decision-making and leverages tactics like social proof or scarcity.
This client-focused approach positions you as a trusted adviser, not just a salesperson, leading to successful transactions and longlasting relationships built on trust, empathy and mutual understanding—and will get more check marks in the Sold! column. V
Oliver Schreiber began his sales career over 30 years ago and is CEO of Beltway Blinds in Washington, D.C., Maryland, and Virginia. He leads a team that generated more than $11 million in sales last year. He has been a speaker at IWCE, has received awards for being the largest-volume dealer with Alta Window Fashions and sits on the National Advisory Committee for a window covering group, Exciting Windows!. BeltwayBlinds.com
