Window Fashion VISION September/October Issue Volume 47

NEW SAFETY TENSIONER

Ensure child safety with Coulisse’s certified safety chain tensioner. Fully compliant with ANSI/WCMA A100.1-2022 standards, this versatile accessory works with various shade systems using ball chain loops, including roller, honeycomb, and roman shades.

Wireless Battery Motors from Insolroll with smart control, charging, and finishing options.

VOLUME

46, ISSUE 5

President/Publisher | Grace McNamara grace@wf-vision.com

Associate Publisher | Ania Munzer ania@wf-vision.com

Contributing Editor | Blake Williams blake@wf-vision.com

Art Director | Cat Kahnle cat@wf-vision.com

Copy Editor | Maude Campbell maude@wf-vision.com

Event Manager | Shannon Flaherty shannon@wf-vision.com

Advertising Sales | Noehlia Sene nohelia@wf-vision.com

Marketing Coordinator | Tracy Herold tracy@wf-vision.com

Accounting | Heather Bradley accounting@wf-vision.com

CONTRIBUTORS

Jill Ballew, Lindsay Brown, Kathy Cragg Pace, Else Johnson, John MacKenzie, Marissa Massey, Vince Nigara, Oliver Schreiber, Shaun Turner, Ralph Vasami

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.

Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by Grace Media, LLC, 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078, Tel 651-330-0574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN. Postmaster: Send address changes to Window Fashion VISION, 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2024 by Grace Media, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078 SEPTEMBER + OCTOBER 2024, VOLUME 46, ISSUE 5.

ON THE COVER:

Photography: Drapery Street

Project: Private Residence in Zionsville, IN

Workroom: Drapery Street

Designer: Tiffany Needler, Drapery Street

Fabricator: Hunter Douglas and Drapery Street

Installer: Drapery Street

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STYLE 5000

NATURAL COLORS. SUBTLE TEXTURES. BEAUTIFUL SHADES.

Now available in ten new patterns, SheerWeave Style 5000 features fabrics that combine textured yarns with traditional patterns. With a color palette of hushed naturals and rich earth tones, this collection offers a range of classic options designed to suit any style of decor or personal preference.

Meet our 10 beautiful new fabrics just added to the SheerWeave Style 5000 line. Scan to discover your favorites.

Grace McNamara, Publisher

Fall Under Autumn’s Spell

With summer behind us and fall decorating in full swing, our industry pulse showed some slowdown in the hot months but a definite pickup in business as we move into cooler temperatures. With the rise in extreme weather across the country, this industry’s infinite solutions need to be communicated to the consumer. Kathy Cragg Pace, Creekmore Marketing and Oliver Schreiber tackle how to communicate with your customers and close the sale. Check out their words of wisdom in this issue!

I’m sure many are wondering how the election results will affect our businesses as this one is quite a roller coaster. A wise friend recently told me to give up worrying about what we can’t control. In the end, we’ll all be fine if we focus on what’s important to us—our businesses and our families. That’s what we’re doing here at VISION: We are committed to planning for the future and giving our audience the most valuable insights into how to achieve the results we desire.

I just wrapped up the educational program for the International Window Coverings Expo next April—and it’s a winner! I’m sharing this because registration opens in October and hotel rooms are going fast. Once again, we will present the most important topics to help you succeed, whether you are a designer, a retailer, a workroom, an installer or a supplier.

Since I know you’ll be busy when you receive this issue, I thought I’d share an easy, healthy recipe that takes advantage of fall’s bounty.

Bon appétit!

Grace McNamara Publisher Window Fashion VISION

One-Pan Autumn Chicken Dinner

Ingredients

5 (6-7 oz) bone-in, skin-on chicken thighs

4 tbsp olive oil, divided

1½ tbsp red wine vinegar

3 cloves garlic, minced (1 tbsp)

1 tbsp each minced fresh thyme, sage and rosemary

Salt and freshly ground black pepper

1 (about 16 oz) large sweet potato (I leave unpeeled), chopped into ¾-inch cubes

1 lb Brussels sprouts, sliced into halves

2 medium Fuji apples, cored and sliced into half-moons about ¾-inch thick

2 shallot bulbs, peeled and sliced about ¼-inch thick

4 slices hickory smoked bacon, chopped into 1-inch pieces

2 tbsp chopped parsley for garnish (optional)

Instructions

1. Preheat oven to 450 degrees.

2. Pour 2 tablespoons of olive oil, red wine vinegar, garlic and herbs into a gallon-size resealable bag.

3. Add the chicken, season with salt and pepper, seal the bag and massage the mixture over the chicken, working to distribute the herbs evenly. Set aside and let rest while chopping the veggies.

4. Place the sweet potato, Brussels sprouts, apples and shallots on an 18 by 13-inch rimmed baking sheet.

5. Drizzle with the remaining 2 tablespoons of olive oil, then toss to evenly coat. Season with salt and pepper to taste. Spread into an even layer.

6. Set chicken thighs over veggie/apple layer.

7. Separate any pieces of bacon that may be stuck together, and then sprinkle the bacon over the veggie apple mixture.

8. Roast in preheated oven until the chicken and veggies are golden brown, about 3035 minutes (chicken should register 165 in center). Broil the chicken for the last few minutes for a more golden-brown crispy skin on the chicken if desired.

9. Garnish with parsley if desired and serve warm.

Recipe compliments of Cooking Classy

Safe by Design Flex Tension Devices

Introducing the Flex Chainhold & Cordhold – the ultimate child safety solution with self-adjust tensioning, secure tension lock, and easy snap-fit assembly. The rear-positioned tension lock ensures long-term safety for children and pets, preventing easy override and making it the safest device on the market.

With mounting options for both residential and commercial environments, the Flex tension devices meet ANSI/WCMA A100.1-2022 standards and are meticulously designed to sustain cord or chain stretch over time.

Trending Styles in Color and Hardware

We delve into these staples of home design to explore what’s trending now and what we can look forward to in the coming year. We take you on an exclusive glimpse into what 2025 holds and discover the colors that continue to reign supreme in design, while drapery hardware has become a front-and-center element in home design.

The Shutter Effect

Even as design trends evolve, interior shutters remain a favorite, maintaining their status as one of the most popular window treatments available. For dealers and retailers, this enduring popularity translates into a lucrative opportunity: interior shutters are among the market’s highest value margin window coverings, offering significant profit potential.

on Standards

October marks the annual observance of National Window Covering Safety Month. Considering this significant event, we sought expertise from the Window Covering Manufacturers Association (WCMA). Executive Director Ralph Vasami provided an update on the latest advancements that every professional should be informed about.

Honoring the Recipients of the 2024 Grace Artisan Awards

In our July/August issue of VISION, we celebrated the victors in the design category. In this edition, we shine a spotlight on the skilled winners in the artisan category. Now, with great anticipation, we reveal the winners. nominees and announcing a winner in each category.

ATELIER 5 Strategies for Achieving Balance and Boosting Productivity in the Workplace By Jill Ballew

MOTORIZATION Don’t Lose Control of Your Options By John MacKenzie

Mindset Mastery: The Key to a Thriving Business By Else Johnson

TRANSFORMATIONS Sales Reimagined: Kick Closing to the Curb By Kathy Cragg Pace

FINANCIAL Fourth-Quarter Financial Strategies to Maximize Growth While Minimizing Pretax Net Income By Vince Nigara

Don’t Stress to Impress By Oliver Schreiber

From Holy to Homey:

These Custom-Shaped Arched Shutters Transformed an 1864 Church into a Chic Home

Seizing a once-in-a-lifetime opportunity, a homeowner in Zionsville, Indiana, transformed a historic 1864 church into an exceptional, bespoke residence. Carmel’s Drapery

Street was entrusted with preserving the historic integrity of the building while also fulfilling the client’s aesthetic and functional requirements. This remarkable home renovated by local company Cedar Street Builders and engaging project, paired with a wonderful client, made the experience incredibly enjoyable.

Drapery Street incorporated custom-shaped arched shutters from Hunter Douglas, as well as draperies

crafted in its own workroom using fabrics from Trend and Kravet. Additionally, the team installed arched roman shades and Hunter Douglas Provenance Woven Wood Shades, and created custom bedding, pillows and cushions in matching fabrics. The unique arched shutters and roman shades truly set this space apart.

Designer: Tiffany Needler, Drapery Street

Workroom: Drapery Street

Installer: Drapery Street

Fabrication: Hunter Douglas and Drapery Street

Photographer: Drapery Street

WHITSUNDAYS

Sheer Roller Shade

AUSTRALIAN MADE ROLLER SHADE

The perfect balance of textual elegance & casual sophistication!

BYRON BAY

Roller Shade

NEW AND NOTEWORTHY

Introducing the new Matte Black Grommets, a sleek addition to Rowley Company’s decorative hardware collections. Perfectly coordinating with AriA® Metal Hardware, The Finial Company™ and Paris Texas Hardware™, these grommets add a modern, sophisticated touch to any window treatment. Made from durable, corrosion-resistant brass, they offer both style and longevity. Explore the Grommet Trend Guide to see how these grommets can elevate your next project by visiting bit.ly/3Wyr23R

Transform your windows into stunning focal points with striking hues! Orion’s Custom Palette Program simplifies the process. Select the ideal shade for your drapery hardware from Benjamin Moore or SherwinWilliams or provide Orion with a fabric swatch or paint chip for a perfect match. Choose your desired topcoat sheen—whether glossy, semigloss or matte. We’ll provide a sample for your approval before production begins. Each paint finish is meticulously applied by hand, ensuring all components in your order are uniformly painted.

Norman® announces its 50th anniversary, celebrating half a century of growth, innovation and dedication to excellence. Established in 1974 in Taiwan, Norman started as a small family-owned business with a vision to provide high-quality window coverings. Today, the company has grown into a global enterprise that designs products to meet consumer trends worldwide. Learn more at NormanUSA.com

NEW PRODUCT

NEW PRODUCT

We Make Your Dreams Come True

Refreshed & Ready to Party

With over 350 on trend fabrics, including 40 new SKUs added last summer, there are plenty of options to help inspire your latest design. Horizons Soft Products are handmade by our talented craftspeople in Waukegan, Illinois. Their impressive skill and great attention to detail ensure that each and every window treatment made in the Horizons workroom looks (and functions) exactly as envisioned.

Order your Horizons Soft Fabrics sample book, which comes with all 40 new fabrics, and get ready to wow your clients. Already have a sample book? Order your update kit to keep your sampling up-to-date with current product offerings.

Completely Customizable, Entirely Yours

Did you know 70% of all Horizons Soft projects are made with fabric provided by clients? It’s one of the many features that make Horizons the go-to choice for designers looking to create one-of-a-kind window treatments. Simply design your treatment and provide your desired fabric. Once it arrives, our staff use giant light boxes to check each inch for flaws and imperfections before beginning your project. Not sure how much fabric to send? Use our handy Customer’s Own Material (C.O.M.) calculator to help you calculate the amount of fabric needed depending on the details of your project. We can even help you calculate the amount of fabric needed for pattern matching. Visit our website to try our C.O.M. Calculator on your next C.O.M. project.

Exclusive & Off-the-Menu

Some of the best designs are often some of the most unique. As a designer, it can be challenging to meet all of the specifications needed to complete a custom project. With Horizons Design Modification (DM) options, we can help bring your challenging designs to life. If you can draw it, we can make it. Work with one of our design technicians to get personalized help creating one-of-a-kind window treatments. From specialty shapes to unique cut-outs, Horizons can help! Contact customer service and start designing Horizons Custom Window Treatments.

& Noteworthy

NEW PRODUCT

Drawing inspiration from the dramatic terrain of the American Southwest, Canyon’s combination of geometric forms conjures its towering mesas and expansive plains. Canyon is designed to coordinate with the Museum of Indian Arts + Culture collection and is brought exclusively to you by Hartmann&Forbes. You can discover more at HartmannForbes.com/canyon

Discover the exquisite Dresden traversing rods from Forest Drapery Hardware USA, available in 10 distinct finishes, most of which can be custom-bent or curved to your specifications. With a selection of nine unique finials, these rods offer your clients endless design possibilities for their homes. Embrace the European elegance and craftsmanship that complements both traditional and modern interiors. Explore more at bit.ly/DresdenTraversing

Prepare to elevate your sense of privacy and do so with unparalleled elegance. Introducing Mermet’s latest collection of residential blackout shade fabrics: Elba Twilight™, Sofia Twilight™ and Zora Twilight™. Elba Twilight™ and Sofia Twilight™ showcase innovative weave patterns that add rich depth and texture to any room and are now available in a generous 118" width. Zora Twilight™ stands out with its nine neutral colors and is available in a 126" width. It is the quintessential blackout fabric for any space. Order your samples today at MermetUSA.com!

NEW PRODUCT

5 Strategies for Achieving Balance and Boosting Productivity in the Workplace

BY JILL BALLEW

Processes and efficiency are the hallmarks of any successful workroom. Implementing a series of consistently executed practices centered around collaboration can lead to substantial improvements in the way a business and team function. Although some of these optimizations may seem simple on their own, they require focus and commitment from every team member to work together.

1. Subject Matter Experts

Investing in role specialization is essential. By diversifying roles within the team, businesses can create subject matter experts in every function. This deep, specific knowledge not only enhances internal operations but also builds trust with clients. Team members are comfortable engaging with clients directly—especially in B2B relationships with interior designers or builders—and this can strengthen client relationships and effectively meet complex needs.

2. Comprehensive Training

Training is the bedrock of successful operations. Every team member, regardless of experience level, should undergo extensive training, including an onboarding boot camp focused on the window covering industry and vendor-specific training to gain a well-rounded understanding of the products they sell and work with. Appointing team members to onboard initiatives for new vendors or business systems ensures that training is tailored to specific business needs. This thorough approach ensures consistent quality and adaptability and keeps the team updated with industry trends, enhancing job satisfaction and retention.

3. Continuous Education

Prioritizing ongoing education is crucial for staying ahead in the industry. Regularly attending conferences specific to the window covering industry and events outside the niche—like architecture or customer experience seminars— provides a broader perspective. This helps businesses understand the needs of their customers’ customers, enhancing their role as business partners and improving the end customer experience from the initial search to the final installation. These learning experiences inspire innovation and improve the ability to meet customer expectations. Save the date for the annual window covering event for trade professionals, the International Window Coverings Expo, taking place April 14-16 in West Palm Beach, Florida. You can learn more about it and the seminars offered by visiting IWCE-Vision.com

4. Integrated Systems

Efficiency is further achieved through integrated systems. Utilizing virtual project management tools, a robust customer relationship management system and various marketing automation technologies can streamline

processes. Planning for communication between these systems from the start ensures scalability and continuity as the business grows. These integrated systems reduce errors, save time and ensure data consistency, which is crucial for operational efficiency and building great customer relationships.

5. Transparent Leadership

Effective leadership through transparency is key to maintaining team cohesion and commitment. Regular all-hands meetings and business health updates build confidence among team members about the direction and overall state of the business. Understanding generational needs helps communicate effectively with a diverse team. Transparent communication fosters a sense of belonging, builds trust, boosts morale and enhances team collaboration.

Enhancing a workroom’s efficiency requires a harmonious fusion of specialized knowledge, perpetual training, continual education, cohesive systems and clear leadership. These components collectively foster a seamless, scalable operation that evolves alongside industry trends. By prioritizing these aspects, a solid foundation is established, benefiting both the team and clients and propelling the success of every endeavor V

Jill Ballew is the founder and CEO of High Country Drapery Designs, a full-service custom window treatment company specializing in designing, fabricating and installing draperies, blinds, shades, shutters and more. A 30-year veteran in the window covering space, Jill began her journey to becoming a business founder by watching her grandmother behind a sewing machine. Today, she and the High Country team cultivate sophisticated spaces and luxurious experiences using superior design, whiteglove service, high-end technology and couture solutions.

INSTALLATION EXTREME

LOCATION: Olympic Stadium Tower in Montreal, Canada

DESIGNER: Altex Inc.

PRODUCTS USED: T-Screen with KOOLBLACK technology from Mermet

EXTRA EQUIPMENT USED: 16-foot skyjacks and Animeo IP automated system from Somfy

DEALER/INSTALLER: Stores J Fauteux

PHOTOGRAPHER: Melanie Bellemare of Creative Collaborators & Co.

PROJECT GOAL: Aesthetics were priority No. 1, but glare control and maintaining cool interior temperatures were second and third.

CHALLENGE: Preserve the building’s harmonious look from the outside. Each floor of the Olympic Stadium Tower has windows at different angles, meaning the higher you go, the closer you get to having a completely upright wall of windows.

SOLUTION: To achieve a seamless look, Mermet’s T-Screen with KOOLBLACK technology was used with the dark fabric side facing the exterior so the shades would “disappear” from outside when looking at the tower. The specific color was chosen to match the mullions of the curtain wall system. A heavy bottom bar is included to prevent the fabric from sagging and to follow the glass slope as much as possible. V

In the previous issue, we learned about power choices for motorized window treatments and how emphasizing the initial conversation with your client should focus first on selecting the power source. With the power method now determined, we can move on to discussing the control mechanisms.

When discussing control options, asking your customer how they want to operate their shades is a good place to start. This is really a two-part question, with the first part being what kind of physical device they want to use. Do your clients want a hand-held remote, a wall switch, maybe a smartphone with an app or a combination of devices? The second part is to understand how they want the shades to operate. Do they want a single button to control a whole room, a wall of windows or perhaps a single shade? Do they want to be able to control a whole home or building from a single location?

Something important to consider is that if someone has not experienced motorized shades in the past, they may

Don’t Lose Control of Your Options

BY JOHN MACKENZIE

think they need independent control over each shade. This sort of granularity is almost never needed and can lead to added cost and long-term frustration. Typically, shades on the same elevation should be controlled together. There may be upper and lower windows that can be separated, but windows next to each other will almost always have the same light condition. Consider that many remotes and wall switches have a maximum of five channels available. This means that adding independent control in a large area with over five motors will result in more than one switch or remote.

Remember, you are the expert, and part of your job is to guide your customers toward smart decisions that will result in a good experience after the shades are installed. Most often, creating groups of shades to operate together is the best approach. Now that you have an understanding of how your customer wants to control the shades, it’s time to decide which control option is best. Control options fall into two main types: wireless and wired. Let’s start with the most popular type, wireless control.

As the name suggests, wirelessly controlled motors don’t have wires connected for control. This is not to be mistaken for power wires, as wirelessly controlled motors can be wired for power. The most popular method of wireless control is radio frequency (RF). Nearly every motor manufacturer makes RF motors that are controlled by hand-held remotes, battery-powered wall switches or even apps on a smartphone. Distance limitations are important to consider with RF; therefore, deciding on proper switch locations in large areas is important. Different manufacturers quote different ranges for their RF motors, so it’s important to check with the manufacturer you use, but they are typically around 50 feet. RF signals can go through walls and floors, but the distance is reduced by doing so. Some manufacturers offer RF extenders that can be plugged into an outlet and extend the RF range, but some systems can only have one extender, so it’s important to check with the motor manufacturer about what they offer.

Other wireless control options fall under what I call mesh networking systems and include Zigbee, Z-Wave, Thread and Bluetooth. All these technologies started with smart devices like lights, thermostats, cameras and speakers but eventually expanded into window coverings. A mesh networking system is typically comprised of a central hub, routing nodes (devices that both receive and pass along command signals) and end nodes (devices that only receive command signals). The routing nodes connect or “mesh” together, creating a stronger network with a better range than a traditional RF system.

It’s important to understand that for a motor to be a routing node, it needs to have full-time power, meaning battery motors are not routing nodes but rather end nodes. Some manufacturers offer smart plugs that act as routing nodes and can strengthen the signal for battery-powered installations. Another advantage to mesh networking systems is that they are bidirectional, meaning they can both receive and send data. This bidirectional communication is not the same as receiving and sending command signals as routing nodes do. Instead, bidirectional communication is comprised of data being sent to the motors, such as commands, and data sent from the motor back to a smartphone app (usually via a hub). This motor information can include things like shade location so the app can accurately display the shade position, battery life so users can see when they need to charge the batteries or programming data so an installer can set limits, adjust motor direction or adjust motor speed.

I want to mention that although most RF motors are one-way only, there are a few bidirectional RF motors, so check with your sales rep to see if those are available.

While some of these technologies are relatively new, they promise to dominate the industry in the coming years. A growing number of smart home devices are moving in this direction—and motorized window treatments are no exception.

Sometimes, wireless control is not a good fit for a job. Perhaps there are restrictions on RF signals, very large installations or the customer wants whole-building control. This is when wired control is the best choice. Wired control spans from what could be the simplest way to operate motors to the most advanced. On the simple side, you have what I call power-controlled motors, meaning if you send power through a switch to the motor, it will move, and shutting power off stops the motor. Very basic but sometimes a good fit for a single shade or awning.

Often, wired control means serial control with motors operating on RS232 or RS485 standards. These communication standards are used to send data to and from the motors, typically over CAT5 cables, meaning they are bidirectional. These systems are very advanced and are capable of independent control, group control, multiple intermediate positions and more. Different parts of buildings can be connected or “bussed” together, giving the ability to control a whole building or even a campus of buildings from a single location. These systems are the building blocks for whole building automation, integration to building management systems or shade systems that adjust based on the sun’s position and current weather. Like serial control, we now have PoE systems that send power and data through single Ethernet cables. These systems are also bidirectional and offer most of the same features as AC- or DC-powered serial systems, with PoE systems’ advantages.

Certainly, we’ve only begun to explore the various control options available; this overview serves merely as an introduction. For more detailed information, your sales rep remains an invaluable resource. Additionally, shade and motor manufacturers offer outstanding training materials and in-person classes to further your understanding. I strongly recommend utilizing these opportunities. In our next issue, we’ll dive into the exciting world of automation and integration! 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.

Thirty years ago, Jeff Falcon made a choice that would unwittingly set himself up for success. He decided to raise the stakes and bet on himself, leaving a management position at Texas home products company Amre Inc.

Falcon chose to move a little farther west for his new venture, ultimately landing in Pleasanton, California, in the San Francisco Bay area. He founded the HomeSource Company, including its window fashion division Bay Home & Window. His forward thinking would help him not only survive but thrive—and it helped him avoid finding a new job amid Amre’s bankruptcy just three years later.

Although Bay Home & Window only operates out of one showroom, permanent and traveling displays service 51 partner locations within Costco, The Home Depot and Ace Hardware’s Home Center. This way, Falcon and his team can truly live up to the company’s motto: We help people love where they live.

He and Bay’s 137 team members primarily serve residential clients, which account for 85% of business. While exterior window treatments have seen a rise in popularity in recent years, 95% of Bay’s sales are made up of interior solutions.

After playing his best hands, Falcon’s been able to cash in on the three main reasons he chose to enter the

Bay Home Window

&

One man’s California dreaming led to tens of millions in revenue

BY JOHN MACKENZIE

window covering industry: high-dollar sales averages, strong product appeal to high-value demographics and a clear pathway to achieving reasonable margins. Bay’s commitment to innovation and willingness to adapt to changing consumer buying habits and economic challenges have led the company to tens of millions in revenue.

WFV: Why do your customers choose your products and brands?

JEFF FALCON: Our customers know that when they choose us, they are choosing not just products but an experience that prioritizes quality and service. This trust is reflected in our industry-leading ratings and the long-term relationships we’ve built with some of the most respected names in the industry.

WFV: What is the most popular product or brand you sell and why?

JF: We offer a wide range of product lines, including a few high-end white-label products, particularly in our shutter program. However, our relationship with Graber for window fashions stands out as special. Graber has been a key partner in delivering high-quality window fashions that align with our commitment to excellence.

WFV: What is the most difficult part of this business? How have you overcome hurdles?

JF: The most challenging aspect of our business is adapting our models to thrive in a constantly evolving

JEFF FALCON

we do. This is achieved by driving a coaching culture that instills these values throughout the organization.

Bigger isn’t better if it drains the revenue needed to support that growth.”

—Jeff Falcon

environment. Failure to adapt leads to extinction. Another challenge is maintaining viable margins during growth— bigger isn’t better if it drains the revenue needed to support that growth.

WFV: What marketing and advertising do you currently invest in?

JF: In today’s rapidly changing business environment, traditional marketing channels have largely become extinct, making marketing one of our biggest challenges. Our approach has been to bring our message directly to our customers, meeting them where they are. This includes participating in home shows, festivals and other public gatherings. Additionally, we’ve achieved success through digital marketing strategies, including SEO, PPC, social media and other similar modalities.

WFV: What do you attribute your growth’s success to?

JF: I see myself as the “keeper of the flame,” ensuring that our core values remain at the forefront of everything

WFV: When did you know you were ready to expand your business?

JF: It wasn’t about a specific moment of readiness; rather, we focused on preparing the business to act decisively when opportunities arose. We built a business model that is dependable, modular and, most importantly, scalable.

WFV: What’s the No. 1 piece of advice you have for retailers looking to grow their sales or business?

JF: Our approach is fivefold.

• Create, document and ritualize your best practices and processes to drive sales and operations.

• Institutionalize a culture of accountability in all realms of your business.

• Define your goals and create a business plan that clearly identifies the pathways.

• Identify the critical KPIs that will measure progress and create a reporting structure to monitor them.

• Understand your financial reports and monitor them.

WFV: What is the most rewarding part of this business?

JF: It’s creating a safe and dependable environment where people can grow their careers. We’ve seen young talent thrive and mature into leadership roles—my own three children included. That brings me great joy. V

Bay Home & Window employs 137 team members to help people love where they live.

MINDSET MASTERY: The Key to a Thriving Business

BY ELSE JOHNSON

Imagine two window covering businesses identical in size and market opportunity. One thrives, consistently growing its client base and innovating its product offerings, while the other struggles to stay afloat. The difference? The owner’s mindset. Whether you’re an industry veteran or a newcomer, your perspective on your business and self significantly shapes each choice you make, thereby influencing your success, work-life equilibrium and overall fulfillment.

The Weight of Mindset in Decision-Making

Running a business means making hard decisions. Expanding your showroom or not? Dealing with customer complaints? Overlooking time with kids? Your perspective—influenced by your environment, past experiences and emotions—often impacts these choices more significantly than expertise.

Having worked with hundreds of clients, I’ve observed three distinct ways business owners think about their company and how this thinking often sabotages their own best interests.

• The business is their identity.

• The business is a ticket to financial freedom.

• The business is their baby.

Your mindset is often the main barrier and key solution. Understanding these perspectives helps you see how they influence your decisions and success. Let’s explore the pros and cons of these business views.

1. Business = Identity

For some owners, business is inseparable from how they value their worthiness. They might think, “I’m a nobody” or “I don’t know who I’d be without this business.” This deep connection between personal identity and business can be both a powerful driver and a potential pitfall.

Pros

• A strong sense of purpose drives actions, benefiting families, employees and customers.

• Decisions often align with a long-term vision deeply connected to the company’s direction.

• High levels of commitment and passion can lead to exceptional customer service and product quality.

Cons

• Every decision feels personal, tying mental and emotional well-being to external factors—failures or setbacks feel like personal failures.

• Creating an exit strategy can be challenging, as leaving the business feels like losing part of oneself.

• Work-life balance may suffer as the line between personal and professional life blurs.

2. The Business as a Ticket to Financial Freedom

Many entrepreneurs start businesses seeking financial independence. A financial-driven approach can often lead to an extreme focus on high-margin products over client needs, a relentless push for hitting sales targets or aggressive expansion strategies. This approach can contradict the market, customer demands or the owner’s best interest.

Pros

• Decisions are based on financial logic, allowing for emotional detachment.

• Clear financial metrics provide a straightforward decisionmaking framework.

• Strong motivation exists to optimize operations and increase profitability.

Cons

• Focusing solely on financial gain can break down company culture, personal and professional relationships, and fulfillment.

• Viewing the business merely as an ATM can lead to resentment and a lack of enthusiasm.

• Difficulty knowing when “enough is enough” creates a perpetual cycle of chasing more.

• This may lead to compromising on quality or customer service for short-term gains.

3. The Business as a Baby

Some owners see their business as their “baby,” a creation born from their vision and desires. This can manifest as an excessively strong attachment to every aspect of the business, and any suggestion of change might feel like a personal attack on how you “raise your baby.”

Pros

• Unwavering dedication and passion drive the business forward.

• A clearly defined company vision provides a solid foundation.

• Often, it results in unique, high-quality offerings that stand out in the market.

Cons

• Dysfunction might be overlooked or neglected, as it’s challenging to see faults in one’s creation.

• Reluctance to delegate can stifle growth and lead to burnout.

• Failing to develop a succession plan hinders the business’ ability to thrive independently.

• Emotional attachment could create resistance to necessary changes or pivots.

The Human Element in Business

Running a successful window treatment business takes work; however, it’s important to remember that we are human beings, not human doings. While tasks like measuring windows, selecting fabrics and installing treatments are essential, they aren’t the entirety of our existence. Your wellbeing, relationships and personal growth form the basis of your fulfillment and life satisfaction.

Bonnie Ware, a hospice nurse and best-selling author, reports that the top regrets of the dying include “I wish that I had let myself be happier” and “I wish I hadn’t worked so hard.” These poignant insights underscore the importance of balancing business success with personal fulfillment. In this context, acknowledge your contribution to enhancing client homes, build deep relationships and enjoy your achievements.

Practical Steps for Shaping Your Business Mindset

1. Self-Reflection

Assess how you view your business. Is it your identity, financial ticket or baby? Understanding this will help you recognize your underlying motivations and how you might sabotage your own best interest.

Example: A client realized he viewed his company as his baby. His consistent resistance to trust others and a “father knows best” mindset blocked progress and stifled revenue growth. He improved the overall company performance by shifting his perspective and honestly reviewing his and his staff’s strengths and weaknesses. The result: He stopped micromanaging and overriding his staff’s decisions.

2. Balanced Decision-Making

Strive for a balance between emotional and logical decisionmaking. While passion is essential, integrating financial logic ensures sustainable growth.

Example: When deciding on a new product line, consider both your excitement for the opportunity and its potential return on investment. Adding new related product categories might be exciting, but do they align with your customer base, as well as the company’s mission and financial structure?

3. Delegate and Develop

Implement delegation as a strategy for growth. Empower your team and develop leaders within your organization.

Example: Train employees in all aspects of the business, freeing you to focus on strategic growth. This helps your business scale and prepare to operate independently of you.

4. Create an Exit Strategy

Develop a clear exit strategy early because you never know when you might need it. It will guide daily decisions and help you envision your legacy beyond the business.

Example: Many businesses fail to plan for what’s next, leaving them unprepared when forced or ready to exit. Consider how your business could be attractive to potential buyers or the next generation. This might involve standardizing processes, building a strong brand or diversifying your customer base.

5. Cultivate a Growth Mindset

Encourage continuous learning and adaptability. A growth mindset isn’t about constant expansion but about focusing on opportunities and navigating challenges. Mistakes are inevitable, but through positivity and innovation, you learn and grow.

Example: When faced with a new competitor, view it as an opportunity to innovate rather than a threat. Focus on what’s within your control. Could you offer complementary services or concentrate on an underserved niche in your market?

Having a growth mindset can open up paths to success and satisfaction in work. While your window covering business is a sign of your dedication, it’s not all you are. Success truly lies in enhancing spaces, maintaining relationships and personal fulfillment beyond just financial gain. 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.

TRENDING STYLES IN COLOR AND HARDWARE

We delve into these three staples of home design to explore what’s trending now and what we can look forward to in the coming year

Where Is the Future of Color Going?

We take you on an exclusive glimpse into what 2025 holds and discover the colors that continue to reign supreme in design.

There are still months to go before we usher in a new year, but we’re already getting a taste of what’s to come for color. Several 2025 Color of the Year choices have already been announced, and they’re just as varied as the homes they’ll adorn. If there’s one common thread, it’s the fact that neutrals are taking a back seat as bigger, bolder, brighter colors move to the forefront in a continued post-pandemic trend.

Valspar is going all in on blue with its choice for next year: Encore—a vibrant, cool, saturated navy tone that works just as well on a small scale as it does when it’s splashed across every wall in a room or every cabinet in a kitchen. In an interview with Paint & Decorating Retailer, Valspar’s Director of Color Marketing Sue Kim explained that the company’s annual color selections draw inspiration from many sources, ranging from retailer input on what’s trending in stores to the manufacturer’s ongoing research into color’s role in every aspect of our culture and every facet of our lives. Valspar shows this hue pairing well with a violet shade like its Carousel Purple (bringing out Encore’s purple undertones) or a sage green.

HGTV Home by Sherwin-Williams launched an entire 2025 Color Collection called Naturally Refined, featuring 10 colors that evoke a mix of comfort and luxury: from the warm tan of Nomadic Desert to the chocolate brown of Nutshell, the terra-cotta feels of Spiced Cider and the soothing green of Quietude, singled out as the line’s Color of the Year. On the other end of the spectrum is Future Dusk, chosen by consumer trend forecaster WGSN as its 2025 selection.

A cross between blue and purple, it’s dark, enigmatic and moody—the kind of hue that will definitely stir up emotions.

For the designer or homeowner who is looking for more than just a single color for inspiration, Sherwin-Williams released a 2025 Colormix® Forecast featuring four color capsules and 48 colors, which the company predicts will dominate home design in the coming year. Each capsule is intended to tell a story about color and reflects the bigger trends that Sherwin-Williams sees on the horizon.

In an interview with The Spruce, the company’s Director of Color Marketing Sue Wadden explained the many influences that impact color forecasting—both the expected (like art) and perhaps the less expected (like technology). She said the 2025 forecast is meant to represent “a moment in time,” hence the term “capsules” to organize the four dozen color selections into these themes:

• Paradox: These bright, fun, somewhat eclectic hues are meant to contrast with neutrals. They’re perfect pops of color for smaller spaces or as a statement-making accent, with choices like the vibrant pink of Dragon Fruit and Euphoric Lilac.

• Wellspring: Described as traditional, classic, timeless and enduring, this palette includes rich yet comfortable colors like French Roast, Gallery Green and Oyster White. It’s an especially good choice when paired with mid-century modern furnishings.

• Kindred: In a nod to our love affair with all things comfy and cozy, these color schemes are meant to inspire connection, belonging and community. This diverse capsule offers everything from the warmth of Caribbean Coral to the depth of the blue-gray Storm Cloud and the cool green-yellow of Icy Lemonade.

Karen Cooper at Rowley points to the functional aspect of drapery hardware as a major attraction. “One of the key benefits is the rise in functional drapery hardware, especially in traverse products such as baton draw, cord draw and motorization,” she said. As the automation shift presses on throughout the home, Cooper expects the function of drapery hardware to continue to grow in response.

The look of a more sophisticated hardware choice continues to be a big draw when it comes to drapery hardware purchase decisions. Sarah Frost of Kirsch Drapery Hardware noted the ability for the right drapery hardware to elevate the look of a room and the nearly endless options for operations, style and finish. “The ability to layer hard and soft window treatments continues to add to every room’s decor,” she added, while the professionals at Rowley see consumers favoring clean, minimalistic designs, mixing transitional and traditional styles.

The more customization options available, the more designers and their clients are focusing on functional drapery hardware. “Versatility and customization enhance both the aesthetic appeal and practical functionality of window treatments,” Cooper pointed out, resulting in nearly infinite possibilities that make it easy to meet any homeowner’s needs and preferences.

As consumers become more conscious of the benefits of light control and temperature control in the home—whether to reduce energy costs, conserve resources or improve comfort— they’re naturally paying more attention to the sustainability of their window coverings. “Window treatments, including drapery hardware, can make a significant contribution to addressing these issues,” said Burna Wright of Forest Drapery Hardware. That’s especially true when manufacturers offer quality drapery hardware with less packaging and a lower carbon footprint.

• Chrysalis: The minimalist of the group, this capsule is all about transformation. The tones are reminiscent of wood and earth, while the colors sport apropos names like Mexican Sand, Grounded and Studio Clay.

As for the always anticipated Pantone Color of the Year, we’ll just have to be patient (as the 2025 selection wasn’t announced as of press time). Come back for more color updates in our November/December issue.

Upping the Game on Drapery Hardware

The right hardware takes home design up a notch It’s time to ditch those old curtain rods: Drapery hardware has become a front-and-center element in home design, with the potential to transform the look and feel of any living space. Based on what we’re hearing from leading manufacturers, homeowners are paying a lot more attention to drapery hardware.

All these factors drive demand and sales for top-quality drapery hardware, creating a robust market segment expected to grow at a healthy pace. The manufacturers we talked with quoted average sales increases of 10% to 20% in the last 12 months, and they all anticipate the drapery hardware market to grow at least modestly in 2025.

“As design trends evolve and consumer preferences shift toward innovative and customizable solutions, we expect increased demand for versatile and stylish hardware options,” Cooper said. Frost sees the drive for sustainability merging with a strong interest in solutions that are as stylish and impactful as they are cost-effective, while MSG Manufacturing views the desire for custom designer looks at affordable prices as one of the biggest draws for drapery hardware.

Keeping Up with the Trends

Many factors affect the prevailing trends in drapery hardware, whether it’s the impact of social media influencers or industry advertising. Manufacturers monitor the landscape and adjust their offerings accordingly.

“Kirsch continuously takes notice of trends and finds ways to create timeless versions and classic forms and finishes that withstand the test of a trend,” Frost said, describing this as a more sustainable approach. The professionals at Forest follow interior design trends in areas like lighting finish colors, cabinet hardware and plumbing fixtures, among others, paying careful attention to material use (for example, whether the industry is favoring hard or polished metals versus natural woods and fibers). “With our parent company and most vendors being located in Europe, we also follow many trends starting in that part of the world,” Wright added.

So, what trends do these leading manufacturers see in the world of drapery hardware? While there’s no single focus, a few common themes have emerged.

“Consumers are looking for simple styles with a big impact, customizable solutions and sustainability,” Frost noted. That said, functioning drapery rods are big right now, including baton draw, cord draw and motorized styles. “Our options range from slender 11/8" round metal poles to wood fascias with motorized tracks,” Cooper said, noting that French return and mitered return rods are also very popular.

Metals of all types and finishes are all the rage in drapery hardware today. Kirsch recently added brass and gunmetal to its Designer Metals™ Collection and also offers a wrought iron collection, while Rowley calls metal hardware its “most in-demand product,” highlighting the AriA® Metal Hardware collection that features multiple pole and finial options. Forest’s decorative motorized systems now include a unique metal profile, Rowley offers 15 metal-plated finishes and MSG’s Cambria Designer collection includes an industrial line of metal hardware.

On the other hand, wood drapery hardware continues to be well-adopted, reflecting the consumer’s craving for all things organic. To some degree, this trend is regional, as Forest sees higher demand for wood hardware in areas like the Northeast and the Southwest. And when it comes to drapery hardware color, the sky is the limit! Black is definitely in (and the top seller for Rowley, both for metal and wood hardware), while silver, bronze, satin nickel and graphite still get plenty of play, and MSG Marketing sees gold as the most popular finish nationwide.

Motorization Takes the Lead

With the entire home automation product category surging, it’s no surprise that homeowners are gravitating toward motorized window treatments. And that’s driving manufacturers to expand their motorized drapery hardware

offerings. Today, there’s no shortage of options for homeowners who seek a convenient, automated solution that suits their style and preferences.

Motorized drapery hardware already represents about 35% of sales for both Rowley and Forest. As consumer demand for convenient, automated options throughout the home increases, manufacturers could soon find motorized hardware accounting for an even greater share of their sales.

“Motorized drapery hardware addresses the consumer’s desire for smart solutions and ease of operation,” Wright said, calling out the ability to set scenes that automatically open and close window treatments at any time from anywhere. Besides the convenience factor, motorized drapery hardware solutions address child safety concerns by providing a cordless option that’s compliant with the new ANSI/WCMA A100.1-2022 standard.

According to Cooper, “Motorized traverse rods are increasingly popular, especially when paired with motorized roller or roman shades,” creating a seamless experience in the home as well as in commercial and hospitality applications. A particularly big seller for Forest is the FMS® Forest Motorized System, which the manufacturer describes as “the original motorized track in the industry.” With an optional Shuttle motor that’s compatible with the Bond Bridge Pro and Sidekick remote, FMS is especially convenient to operate—allowing end users to control their drapes from a wall switch, remote, phone app or home automation system or just by giving them a gentle tug.

In fact, one of Wright’s favorite projects takes us back to 2007 for a truly over-the-top endeavor and one of the earliest motorized window covering engagements. “The window treatment design was a heavy velvet drapery and a sheer to grace the beautiful view from the Venetian on the Las Vegas Strip, featuring 6,400 Forest drapery motors,” she shared.

The Keys to Selling More Drapery Hardware

Drapery hardware is a strong seller in nearly every area of the country, with most manufacturers selling these products to customers nationally. Wright pointed to South Florida, New York and California as particularly good markets for Forest. Rowley’s biggest hardware markets are in highly populated areas, including those growing due to recent population shifts.

While many forces are fueling greater interest in drapery hardware, manufacturers believe several strategies can help dealers and retailers drive even higher sales for this increasingly critical product category. At a minimum, knowledge is power.

“Dealers and retailers can increase their sales by thoroughly understanding the drapery hardware they offer,” Cooper said. She believes the ability to provide knowledgeable guidance is key to building trust with the client and ensuring a successful project implementation. “The drapery hardware segment can be intimidating,” she added, so dealers appreciate that Rowley’s sales and customer service teams are at the ready to ensure the client is thoroughly satisfied. To equip dealers and retailers to improve the purchase experience—whether at home or in the showroom—Forest now offers new sales tools like tabletop displays, wall sample displays, a sample roll bag and a finish clutch case. “Dealers and retailers can also look at stocking packages with volume discount pricing and stocking locally to save on shipping costs,” Wright advised. And, of course, targeted advertising and social media marketing can help keep drapery hardware top of mind with buyers.

Hardware Best Sellers Run the Gamut

With so many options to choose from, there’s no real consensus on which drapery hardware products dominate the market. That’s a positive, as it means dealers and retailers can offer something for every client’s style, needs and budget.

That said, manufacturers are seeing strong interest in certain drapery hardware types. At MSG, farmhouse styles sell well alongside the company’s acrylic and industrial collections,

while Kirsch’s versatile metals collection is a strong seller, recently expanded with the addition of six new styles in 1 3/8" diameter and a new 1" diameter collection.

Along with its popular motorized collection, Forest’s recessed track product is “flying off the shelves,” according to Wright, as clients appreciate that the profile recesses into the ceiling and can be baton drawn or motorized. The CS® Contract System Track is another top seller for Forest, featuring a heavy-duty aluminum extrusion that’s powder-coated and lubricated using a patented process. And sales are strong for the manufacturer’s Dresden collection, which combines highquality materials, German craftsmanship and the flexibility to choose pole sets, baton draw traversing and motorized hardware.

What’s Next for Drapery Hardware?

In the highly dynamic world of home design, there’s always something new at the window—and drapery hardware is no exception. At Kirsch, Frost believes the DIY trend will continue to shape the window covering purchase decision. “More consumers are leaning on DIY influencers on social media and are inspired by their content when it comes to styling their homes,” she said, noting the particular allure of videos that show how an influencer has chosen and used a product. “It feels so much more personal and approachable when you see how something has been styled in real time, taking the mystery out of designing.”

As manufacturers continue to evolve and expand their product lines, designers and clients will have an even wider array of drapery hardware options. “Our new offerings will align with the latest design trends, color movements and finish preferences, reflecting the needs and requests of the design world,” Cooper said, echoing a sentiment that’s common across the leading manufacturers.

While it may not get top billing in home design, drapery hardware has the power to make a big impact in any environment. “It’s often overlooked, but it’s one of the easiest ways to update and refresh a space,” Frost said. “Drapery hardware is an unsung hero, hard at work in the background providing multiple solutions in one gorgeous package.” V

•

• No conduit

• No home-run wiring

• No power panels

• No electricians

The newly refreshed, even more gorgeous* Designer Metals™ Collection is here.

*12 new finials, an all new 1" diameter, and two new finishes, Elegant Brass and Gunmetal; it just keeps getting better.

AMP™ Motorization is also available on our Estate™ Rods.

Scan the QR code to see it all and find your nearest Kirsch® distributor.

Collection: Designer Metals™

Top: 1⅜" Archer in Gilded Bronze

Bottom: 1" Soren in Elegant Brass

Right: 1" Maxwell in Black + Brushed Bronze and Black + Satin Nickel

From Layoff to Liftoff: How Horizons Is Rising to Meet Demand

It’s never a quiet year for Danny De Guzman. As the general manager of Horizons Window Fashions, there are always problems that need solving, innovations to implement and people to hire. Add the uncertainty of a volatile economy and you’ve got a big enough challenge most people would shy away from.

But the folks at Horizons somehow always seem ready to face challenges head-on. There must be something in the water in Waukegan, Illinois. At least, that’s what you might start to wonder as you watch their enthusiasm for window treatments unfold.

It’s rare to find a company filled with employees who have a passion for what they do and a sense of pride. Ask anyone in the Horizons workroom or office and they’ll tell you all about their challenging projects, the problems they’ve faced and, most importantly, the challenges they have overcome.

Back in 2020, Horizons had to make the difficult decision to lay off employees after a severe drop in sales due to the COVID-19 pandemic. Fast forward to 2024, Horizons has multiplied its staff to nearly five times what it once was just to keep up with demand. They’ve transitioned their natural shade production to Mexico to make room for the boom they’ve experienced in soft window treatments.

It should be smooth sailing now, right?

For Octavio Flores, a senior quality manager, his work is just getting started. Getting any manufacturing

operation to run smoothly can be tricky, but trying to add outside materials, new machinery, customized requests and new staff can turn into quite the beast. Fortunately for Horizons, this isn’t Octavio’s first rodeo. He has more than nine years of experience, offering his expertise to transform the workflow within the workroom. He tests new tools, methods and product features to ensure they can be built with Horizons’ highquality standards.

Most importantly, he makes sure that associates out on the workroom floor feel confident they can get the job done the way the customer envisioned it.

Even with improved processes and proper tools, Horizons isn’t out of the weeds yet. To handle the increase in demand and production, they’ve had to onboard and manage a small army of associates, many of whom have never used a sewing machine prior to being hired.

Even with the additional staff and stations added to the workroom floor, safety has never taken a back seat in Miguel Garcia’s list of priorities. As a team leader, he’s seen what Horizons is capable of and, more importantly, he has a vision to build a lasting legacy. From preventing accidents to implementing ergonomics for repetitive tasks, Miguel always looks for ways to keep his coworkers safe.

Just like Miguel, Margaret Fontana is no stranger to legacy. With more than 26 years of experience, she’s been with the company throughout its many changes.

She remembers when Horizons made the switch from retail to a dealer-based sales model. Margaret has worked her way through Horizons, making her a knowledgeable design modification expert. No two of her days are exactly the same. Acting as a sort of liaison, Margaret works with dealers all across the country to create custom window treatments.

Some orders require lots of fine-tuning, whereas some design modifications have become so common they almost feel like they’ve become a part of the product catalog. But just because they can doesn’t mean they should. While Horizons does its absolute best to accommodate all requests, customer service representatives like Margaret take just as much pride in the final product as her co-workers assembling the order. If something doesn’t look right or isn’t going to function the way the customer expects, both teams work together to devise a solution.

When Horizons does something, they want to do it right.

This principle is especially important to Ricardo Calderon, a customer service representative in the Customer’s Own Material (C.O.M.) department. C.O.M. is one of the fastest-growing departments, with over 70% of all soft treatments made using outside materials. When Ricardo and his team have a question about a design, they contact the dealer right away for clarification. This kind of forward-thinking not only ensures that the final product is right, but it also

prevents a loss of material.

Companies like Horizons don’t just appear. They’re the result of building a culture where people come to work and care for what they do. Whether it’s a relationship between a team leader and their staff or the relationship with dealers, Horizons has been able to craft a business that values integrity above all else.

It’s almost impossible to pinpoint the exact reason why Horizons has been able to keep up with such dramatic growth over the last year. New and improved machinery allows them to produce even higher-quality products with less strain on their workforce. A large, dedicated workforce means Horizons can drive lead times down.

If you take a moment to ask, anyone will tell you. It’s not the fancy machinery or tools that keep them going —it’s the people.

From the employees in the office to the associates in the workroom, each and every person named their team, the people they work with every day, as the reason for their success.

Horizons has invested time and effort in people who share their vision. People like Danny, Octavio, Miguel, Edgar, Margaret, Ricardo and others share a common goal. Sometimes, the answer you’ve been looking for has been standing right in front of you the entire time.

Contact Horizons Customer Service to get started on your next design with safety in mind! Email us: customerservice@horizonshades.com or call us: (800) 858-2352.

The Shutter Effect

The state of the interior shutter industry comes into focus

BY LINDSAY BROWN

From the historic brownstones of Brooklyn to the sunlit beach bungalows of Sanibel Island, interior window shutters have long been a beloved feature in home design. Their timeless aesthetic and practical benefits have solidified their presence across diverse architectural styles. And even as design trends evolve, interior shutters remain a favorite, maintaining their status as one of the most popular window treatments available. For dealers and retailers, this enduring popularity translates into a lucrative opportunity: interior shutters are among the market’s highest value margin window coverings, offering significant profit potential.

To delve into the prevailing trends and benefits of residential interior shutters, we engaged with top manufacturers in the field. We sought their expertise to understand why shutters remain a popular choice among homeowners and how they can be a lucrative option for dealers.

A Classic Yet Versatile Choice

Interior shutters have endured for centuries and for good reason: They offer exceptional light control, privacy and insulation, making them a versatile choice for nearly any room and compatible with almost any architectural style. “Shutters offer a classic aesthetic along with unmatched versatility and practicality. As homes undergo modern transformations, shutters have also evolved to embody a contemporary and everlasting charm,” shared Adrian Fan of Fairway Shutters, while Viken Ohanesian of US Polymers emphasized their value, noting, “Shutters are a timeless and classic window covering and make great profits.”

Demand Shows No Signs of Slowing

Even amid the economic ups and downs of the last few years, the demand for interior shutters has remained steady and is expected to grow in 2025. Manufacturers like Southern Shutter Company and Fairway Shutters report that sales have remained consistent, with Southern Shutter Company noting that its shutter sales have remained stable despite a challenging economy. This resilience is attributed to the long-term value that shutters provide. “[When it comes to] return on investment, quality shutters last many years longer than other window covering options. [Installing shutters also] increases the value of the home,” said Fan. CEO of One World Shutters Steve English expressed, “Looking ahead, the interior shutters industry is poised for steady growth over the next five years. This growth is driven by increasing consumer interest in home improvement and interior design, as well as advancements in shutter technology and materials that enhance aesthetics and functionality.”

Color and Material Trends

Much like wall colors, white and off-white paint colors remain the dominant choice for shutters. These provide a neutral palette that will coordinate with a variety of interior styles. However, darker shades—such as black, grays and deep greens—are gaining popularity for both interior and exterior shutters. Southern Shutter Company National Sales Manager Leigh Denham noted that while lighter colors still reign supreme, there have been instances where black interior shutters have made a bold and sophisticated statement.

Material choice is another significant factor influencing consumer decisions. Wood remains a popular choice for its durability and classic look. As Fan pointed out,

“Basswood is renowned for its timeless elegance and beautifully smooth grain, perfect for achieving a flawless paint and stain finish. It can endure exposure to sunlight and moisture, making it the ideal choice for shutters.” Composite materials are also gaining traction due to their lower cost and improved quality. Polyclad shutters, which combine the structure of wood with the low maintenance of poly, are becoming increasingly popular, according to Ohanesian. Denham also reported that, geographically, the trends he’s seeing are requests for café shutters in the northern states, while in the South, movable louver shutters with wide blades are all the rage.

Shutters Are Not Just for the Sunshine States

The U.S. Sun Belt region—which includes states like California, Texas, Florida, North Carolina and Georgia— remains a hotbed for shutter sales. The warm weather, along with homes that often feature larger windows with greater jamb depth, makes these areas ideal for interior shutters. Additionally, according to Fan, homeowners in coastal areas prefer lighter-toned, stained or painted shutters to achieve a relaxed and beachy feel that complements their surroundings.

But it’s not just the perpetually sunny states that are installing shutters in their homes. For manufacturers like Southern Shutter Company, Fairway Shutters and Norman USA, national sales are the norm, with products being shipped across all 50 states.

Knowledge Is the Key to Success

For retailers and dealers, the opportunity to sell shutters comes with the need for specialized knowledge and training. Many manufacturers offer support to dealers through training programs and sales coaching, ensuring that they can effectively market and install shutters. As Denham explained, “Training staff is crucial. We offer free shutter schools on various topics from the basics of shutter product lines to more complicated issues such as shutter hardware and measuring.”

This emphasis on training is vital, as shutters require precise measurement and installation to ensure optimal performance and a perfect fit. “[Retailers and dealers must] arm themselves with in-depth technical knowledge about measuring and installing shutters. The key lies in knowing how to design the shutter for the specific application and measure correctly,” Norman USA’s Susan Huang noted.

PHOTOGRAPHER: FAIRWAY SHUTTERS

“Independent dealers remain crucial in the industry, offering bespoke solutions, expert consultations and installations that large retailers and ‘.com’ platforms struggle to match in terms of customization and service quality.”

—Steve English, One World Shutters

And while major big-box retailers and e-commerce platforms have started to offer a wide range of interior shutter options at competitive prices, English offered this nugget of truth: “Independent dealers remain crucial in the industry, offering bespoke solutions, expert consultations and installations that large retailers and ‘.com’ platforms struggle to match in terms of customization and service quality.”

Shutters May Not Be a Fit for Everyone

While interior shutters offer a versatile look, they might not suit every homeowner’s needs. One key consideration is that shutters often come at a higher price point than blinds or shades. Additionally, their installation can be more complex and feel more invasive to homeowners.

Another factor to consider is their style. While shutters provide a timeless appeal and have evolved to fit a variety of interiors, they might not work in every interior space. For mid-century modern or minimalist homes, shutters could feel too traditional or bulky, contrasting with sleek, contemporary decor.

Shutters also tend to offer less flexibility compared to blinds. While they provide good light control, adjusting them can be less intuitive than blinds, which can be particularly inconvenient for those who frequently like to change lighting conditions.

State of Evolution

Technology is also playing a role in the evolution of shutters. While motorization has been more commonly associated with blinds and shades, it is gradually making its way into the shutter market. Huang believes that “motorized shutters that can integrate with smart home solutions will become more and more popular.” Norman USA currently offers smart motorized shutters that, when paired with its Norman ShadeAuto hub, can be controlled remotely from a mobile device, even when away from home.

Innovations in materials and finishes are also shaping the future of shutters. Composite shutters, for example, offer enhanced durability and lower costs, making them an attractive option for budget-conscious consumers. Invisible

tilt rods and sleek flat frames are among the latest trends, catering to the growing demand for minimalist and modern designs. English noted that “sustainability and eco-friendly materials will play a crucial role as consumers become more environmentally conscious.” He added that dealers will likely thrive if they focus on these niches and offer high-quality, customized and technologically advanced products.

As the shutter industry continues to innovate, market demand will follow. Fan predicts that the shutter market is set for a stronger comeback in 2025, leading to significantly better sales for the industry. Other industry players share this optimistic outlook, anticipating that factors such as declining interest rates and a rebound in home sales will further boost demand.

The Enduring Role of Interior Shutters in Home Design

Interior window shutters have firmly established themselves as a timeless and versatile element in home design. Their ability to adapt to changing trends while maintaining their classic appeal ensures they will remain a viable choice for consumers. As the industry continues to innovate and evolve, shutters will undoubtedly play a significant role in shaping the future of window treatments. For retailers and dealers, the key to capitalizing on this trend lies in offering high-quality products, expert installation services and staying attuned to the latest advancements in shutter technology. By doing so, they can meet the demands of today’s discerning consumers and anticipate the needs of tomorrow’s market V

PHOTOGRAPHER: FAIRWAY SHUTTERS

AUTOMATE BASICS:

SIMPLE, SAFE & ESSENTIAL FUNCTIONALITY

There’s no price equal to that of ensuring the safety of our future generations. The industry is actively striving for zero child safetyrelated incidents with the latest window covering safety standards (ANSI/WCMA A100.1-2022) in full effect. As designers and installers actively seek more modern alternatives to chain-controlled shades, they are less willing to compromise on price and design.

Rollease Acmeda’s Automate® Basics line has increased accessibility to child-safe products while giving users entry-level access to essential functions like up, down and stop operations. The Automate Basics range offers cordless, intuitive motorized operation safe for both children and pets, striking a balance between manual convenience and motorized efficiency. These systems can be seamlessly controlled by wand or remote control.

STYLE MEETS SAFETY: THE DETACHABLE, SLIMLINE MAGNETIC WAND

Enhance your room’s aesthetics while leveling up on child-safe solutions with the patented Automate Basics Magnetic Wand Motor. The unique 36" long wand features a magnetic connection, making it easy to remove and store away or discreet enough to be permanently fixed. For added convenience, one single wand can operate several shades in any given room or home and the motor can be charged via a USB-C port at the tip of the wand.

The wand’s most compelling feature is the intuitive battery check function, which allows you to visualize the battery life indicated by the shade position. By simply moving all shades to the top position, then pressing and holding the up button for five seconds, shades will move to indicate battery percentage level. A shade that reaches full length has a full charge.

A user can expect it to last up to 500 up and down shade cycles, meaning if used once a day, it can provide power for up to six months. Other features include an intermediate favorite position and the ability to adjust the motor speed between three settings.

KEEPING IT SIMPLE AND EFFICIENT: FIVE-CHANNEL REMOTE

The Automate Basics Five-Channel Remote is the most advanced motor in the Basics line. Use it to operate the motor with essential up, down and stop functions for effortless shade adjustment. The remote, which is both handheld or affixed to the wall, can simultaneously control up to five shades in one room, while also featuring the battery check function, speed adjustment and favorite position setting.

WCMA Delivers a Timely Update on Standards Ahead of National Window Covering Safety Month

October marks the annual observance of National Window Covering Safety Month. Considering this significant event, which underscores the critical importance of safety within our industry, we sought expertise from the Window Covering Manufacturers Association (WCMA). Executive Director Ralph Vasami provided an update as of June 25, 2024, on the latest advancements that every professional should be informed about.

The Window Covering Manufacturers Association (WCMA) has revised the WCMA/American National Standards Institute (ANSI) window covering safety standard. The compliance date for the new standard for all companies manufacturing, importing, distributing, fabricating, selling or installing window covering products in the U.S. was June 1, 2024. This means that all products manufactured after this date must comply with the new standard. It will require that the vast majority of all window covering products sold in the U.S. be cordless or have inaccessible or short cords.

The revised updated safety standard, ANSI/WCMA A100.1-2022, strengthens window covering safety by eliminating the use of free-hanging operating cords, free-hanging tilt cords and multiple cords into a cord connector on all made-to-order custom window covering products. Corded window coverings will only be available as custom-order products using a retractable cord or continuous cord loop operating system with tension devices, as corded products are still needed by a specific range of consumers and specific installation applications. More specifically, the new standard revision prohibits continuous cord loops and bead chains on all horizontal-slatted custom products. It adds enhanced performance requirements for permitted categories of custom products utilizing retractable cord operating systems, rigid shrouds and continuous cord loop operating systems with tension devices.

The revised standard results in more than 98% of all window covering products sold in the U.S. being cordless or having inaccessible cords. Stock products, which are prepackaged products sold in stores and online, are only available in select product types and a limited range of sizes. These stock products are already required to be cordless or have inaccessible cords or short cords as a result of WCMA’s 2018 revisions to the standard.

All companies that manufacture, import, fabricate, distribute, sell or install window coverings in the U.S. must comply with the ANSI/WCMA standard. “Voluntary” simply signifies the process in which the industry worked cooperatively with the Consumer Product Safety Commission, safety experts and others under the auspices of ANSI to develop the standard.

This specific standard update ushers in the most comprehensive change since the first standard was published in 1996. It effectively eliminates the most

common operating system that the industry has depended on for decades: the standard cord lock! We all know change is always hard. As an industry, we were given 18 months to adapt to these significant changes, but consumers were not aware of the plan as they entered buying mode.

That said, it is important to reestablish consumer expectations moving forward. To do so, it is very important to eliminate all noncompliant products that are on retail displays and shop-at-home samples, and all noncompliant product information that appears on websites, social media or advertising campaigns. These important updates will make it easier for the consumer to make a purchase decision, allowing retailers to sell more products without conflict or confusion.

The elimination of free-hanging operating cords, freehanging tilt cords and multiple cord connectors on all custom window covering products is a direct result of ongoing industry innovation, technological advances and new product development. It is a significant step forward.

For more information or questions, please contact Ralph Vasami, Executive Director of the WCMA, or visit WCMANet.com V

Did You Know?

• The compliance date for the new standard for all companies manufacturing, importing, distributing, fabricating, selling or installing window covering products in the U.S. was June 1, 2024.

• All companies that manufacture, import, fabricate, distribute, sell or install window coverings in the U.S. must comply with the ANSI/WCMA standard.

• The revised standard results in more than 98% of all window covering products sold in the U.S. being cordless or having inaccessible cords.

• The new revision to the standard prohibits the use of continuous cord loops and bead chains on all horizontal-slatted custom products. It adds enhanced performance requirements for permitted categories of custom products utilizing retractable cord operating systems, rigid shrouds and continuous cord loop operating systems with tension devices.

• This specific standard update ushers in the most comprehensive change since the first standard was published in 1996.

LONDON COLLECTION

Taking wood to the next level.

The Forest London Collection is available as a pole set, a hand drawn traversing rod, and a motorized system. Choose a wood pole in 1 3/8” or 1 3/4” diameter and in five stunning hand painted multi-layered finishes. Use wood components in the same finish or create your own masterpiece with a mix of metal and acrylic. See more at www.forestdh.com.

HONORING THE RECIPIENTS OF THE 2024 GRACE ARTISAN AWARDS

The 33rd annual Grace Design & Artisan Awards, previously known as the VISION Design & Workroom Competition, were held in Grapevine, Texas, at the IWCE and presented by Rollease Acmeda. This prestigious event, reminiscent of the Academy Awards, honored outstanding achievements in the design and construction of custom window fashions, celebrating the top three nominees and announcing a winner in each category. In our July/ August issue of VISION, we celebrated the victors in the design category. In this edition, we shine a spotlight on the skilled winners in the artisan category. Now, with great anticipation, we reveal the champions.

CURTAINS & DRAPERIES 2024 WINNERS

JENNIFER HOLADAY

Brave Maggie Designs

This project was key to a full house makeover, focusing on the library that welcomes guests. Besides being a library, it serves as a lounge and study area, featuring desks against the back walls. The designer’s careful choice of patterns and colors made the space both elegant and cozy. Initial challenges included uneven window placement. A board and batten style was used to improve the look, which made hardware placement tricky, especially near the fireplace due to varying distances. Achieving symmetry required detailed measurements and adjustments for a balanced appearance. With hand-sewn details, the curtains were made fuller and softer with luster nap lining. Brave Maggie Designs handled measuring, ordering hardware, fabricating and installing, focusing on quality and precision.

PHOTOGRAPHY:

TOP TREATMENTS

TERRI BOOSER

Sugar & Spice Draperies and Shades

The client specifically requested that medallions be incorporated into several window treatments. She desired a luxurious yet subtle ambience for her primary bedroom’s sitting area that would allow ample daylight when the shades were drawn up. She wanted only a top treatment and was particularly enamored with the Kingston design that Sugar & Spice Draperies and Shades had previously installed in her former kitchen. This design was a musthave for her new home. The circular alcove in the primary bedroom was adorned with the requested Kingston medallion treatment. Large custom-painted medallions that matched the chandelier’s color and shape were strategically placed between each window to support the design.

COMBINATION

CONNIE VALENTE

Creative Blinds & Decor, LLC

Undertaking this project posed a significant challenge due to the 25foot span of the curved wall. The curved rods, crafted from precise templates, were complemented by a boxed valance adorned with velvet banding, harmonizing beautifully with the functional draperies. Each room featured draperies also trimmed with velvet banding. Matching all the plaids and strategically positioning the valances on a flat wall would have been difficult enough, but doing so on a curved wall with eight windows and motorized shades elevated the complexity. Achieving a flawless installation was a noteworthy accomplishment that Connie Valente takes great pride in. The client’s remark that the project had exceeded their expectations, given their initial doubts about its feasibility, made the success even more gratifying.

INGENIOUS INSTALLATION

SHERI STOUFFER Finishing Touches

Sheri Stouffer thrives on challenges—and this project certainly presented a few! The designer envisioned non-motorized traversing drapes stretching seamlessly from wall to wall, covering three floors of the staircase. She faced several obstacles: significant window trim projections on the sides and sills, the depth of the opening between the stair rail and the wall, and achieving a perfectly snug fit from edge to edge. The drapery hardware was essential, requiring adjustable projection brackets and a continuous 216-inch cord to operate the drapes across all three floors. Sheri selected ONARAIL by Ona Drapery Hardware as it met all her needs. The meticulous crafting of the 223-inchlong drapes was equally crucial. To preserve the ethereal quality of the Schumacher sheer fabric, Sheri used a batiste lining and added bead weights at the bottom of both the sheer and the lining. A memory stitch was vital for the bottom hem, as the drapery needed to rest at eye level at the bottom of the staircase and hover just above the windowsill.

MARYROSE BRENNAN

Sheffield Furniture & Interiors

This complete bedding ensemble, including the window treatments and footof-the-bed settee, adds layers of luxury to a master suite, complementing the Asian modern flair of the architecture of the home without feeling sterile and cold. The varying textures, from linen and silk to embroidery and fur to mohair and sateen, make this bedding a playground for the senses! The colors echo the natural stone and grays of the native cypress trees, bringing the outside in with a level of utter luxury. The textures of the shell, fur and embroidery, as well as each of the different trims, also catch the varying light throughout the day, allowing the room to evolve and reflect the colors of the natural light that fills this room. Layers were added to adapt to the unique and cool climate of the water so that warmth without heaviness was always accessible, the perfect addition to a good night’s sleep.

SPECIALTY BEDDING & PILLOWS

ALEKSANDRA JAKUBOWSKI

AvantGarde Designs Window

Treatments & Michael Preston Interiors

This exquisitely assembled arrangement masterfully merges roller shades, ornamental valances, non-moving ripplefold panels and arched shutters, bringing forth a dazzling visual harmony in this dwelling area. The roller shades bring a classic beauty that naturally accentuates the room’s modern charm. Crowning these shades, the valances bestow a sense of refinement and splendor. With expert craftsmanship, they display delicate, refined details that harmonize with the room’s inviting atmosphere. In a soothing, soft white color, the valances frame the windows with elegance, emphasizing their role in the space. Rounding off this sophisticated window treatment are the arched shutters. Their distinctive configuration adds an elegant architectural feature that boosts the room’s visual appeal. Coated in the same tranquil soft white hue, these shutters effortlessly incorporate modern utility with an everlasting elegance. With its sleek design and tranquil hues, this enchanting setup aims to transform your living space into a bastion of serene luxury.

RACHAEL HARVEY

Refurnish

Each arch was meticulously crafted from wood, individually upholstered with coordinating fabrics and then assembled. The transportation and installation in the nursery posed a challenge, so it was delivered in two pieces. Installers connected them onsite and mounted the structure to the wall using French cleats. The carefully selected velvets harmonize beautifully with the ceiling wallpaper and the draperies, which were custom-made and installed simultaneously. The floating name, sourced from an Etsy artisan, was suspended between the panels with monofilament thread, allowing for easy removal as the crib backdrop transitions into a toddler daybed headboard and eventually a full-size headboard. Witnessing the entire setup come to life was truly exhilarating!

UPHOLSTERY MOST INTRICATE HANDWORK

SHERI STOUFFER

Finishing Touches

This window treatment stands as a testament to Sheri Stouffer’s unwavering dedication to meticulous craftsmanship, where every element is artfully arranged. It all begins with the fabric—a mesmerizing beige sheer linen stripe adorned with an embroidered pattern from Colefax and Fowler. To preserve the sheer’s natural lightness while adding structure, the shade was thoughtfully lined with batiste, incorporating vertical interlock stitches between the fabric and the sheer, all cleverly concealed by the embroidery. The Finishing Touches team ensured perfection by meticulously centering the shade both vertically and horizontally for an impeccable visual presentation. Next, the ideal pleat placement for the hand-sewn clear rings was determined and clear hidden ribs were seamlessly integrated into both layers. All hems and the weight bar were expertly hand-stitched onto this delicate creation. The pièce de résistance was the precisely positioned delicate bead trim, imparting an exquisite touch of elegance and sophistication.

The “Poteau de Draperie”- French for “drapery pole” is having a moment. The French Pole was originally designed to showcase the drapery and the drapery fabric. Simple but sophisticated, it minimizes light and draft gaps making it both functional and chic.

Orion is your one stop source for French Poles. We offer a diverse range in diameters from 5/8” to 2” in over 37 finishes or choose a custom color with our Custom Palette Program.

Orion’s newest offerings include a double French Pole for layered treatments; the Clear Vue acrylic pole with metal returns or custom finished wood or iron poles with accent French returns. Our slim vertical leg for café rods and the new traditional setback return inspired by the original 18th century French Rods round out the collection.

Years Years

MADE TO PERSONAL TASTE

The demands placed on our four walls have changed considerably in recent years, and living is becoming more important. Individual taste and special needs are at the top of the list regarding furnishing and self-fulfillment. This presents interior designers, planners and decorators with new challenges, for which Vesta has the right solution for window decoration.

The new variety

Vesta’s rail systems are a testament to our commitment to meeting the growing demands for design and function. With nine designs and more than 17 finishes, our rail systems offer a wide range of customization options. From classic to modern and finishes ranging from matte black to brushed gold, our rail systems cater to every taste. We pride ourselves on leaving no wish unfulfilled.

Flexible in all areas

Unique requirements call for unique solutions, especially when it comes to sophisticated furnishing. Unique support systems allow mounting on the wall and ceiling—depending on what is required— and different distances are also available. Unique solutions make designing even easier and enable tailor-made results. To meet the highest demands, Vesta has had a strong partner at its side for years. BÜSCHE is a German family business known worldwide for its quality products, which have been around for over 150 years. It has recently been recognized as the world market leader in curtain sets. The brand has a large share in the track system collection and perfectly executes notches, miter cuts and bends on its products.

DECO R FINISHES

Multifunctional configurations

Even the configuration knows no bounds, as some track systems are available with manual operation and cord or motor control. The latest generation of motors guarantees user-friendliness and, thanks to Matter over Thread, is future-proof regarding the rapid further development of technologies.

Best of the best

Anyone who thinks that rail systems are unspectacular is mistaken. The PURTEC profile, for example, has rightly won several design awards and is unique in its shape and high-tech in its functionality in the smallest of spaces. PURTEC and DECO R come from BÜSCHE and, like all the brand’s products, is manufactured using only the highest-quality materials from certified partners in Germany and with absolutely cutting-edge technology “made in Germany.”

Vesta knows how to put together a varied collection of finely curated products. With an extensive product range and the most modern decorative sets worldwide, the company finds its very own answer to customers’ wishes of tomorrow.

» VestaDraperyHardware.com

Awnings.

Angel’s Has An Incredible Selection Of White, Pale Ivory, Natural, Black, & Gray Lining Options, But Don’t Forget To Checkout Our Impressive Collection Of Fire Retardant Decorative Blackouts, Available In A Multitude Of Colors!

BY KATHY CRAGG PACE

Sales Reimagined: Kick Closing to the Curb

Let’s play what if. You walk into a high-end home furnishing store to explore something you’ve had your eye on for a while. Now that you see it up close, it looks like it might be just the thing you need. Imagine if, while you were checking it out, you overheard two salespeople in the store talking. “Hey, see that person over there? I bet I can close them today,” and the equally icky response, “Do it! We need one more deal for today’s goal!”

Then, you realize they’re talking about YOU! What would you do?

Yes, this one’s personal. It happened to me, and you can guess how I felt about it. You’ve probably felt that “I’m being closed” feeling at some point yourself. Hearing that conversation, I snapped into high alert. It was like some sort of post-traumatic closing disorder (PTCD) kicked in.

What I did was an immediate about-face. I turned around, went straight to the exit and walked out the door. They were looking out for their own best interest, not mine. I would not trust that business, even though I needed the product.

A simple feeling can trigger sales-related PTCD. The limbic brain is the place of sensing and feeling, not words. It knows what it knows immediately. Very different from the analytical, language and data-driven neocortex region of the brain. The analysis brain thinks it over and the limbic brain acts.

Does your sales process work against human nature? Reflecting on how we feel about someone “closing the deal” is relevant for today’s thinking entrepreneur, especially if you want a thriving business filled with clients who say “yes.”

I’m willing to bet part of your sales process falls under the heading CLOSING. Closing is what we were taught in traditional sales training, but closing a sale doesn’t work these days. Every single client you’ve talked to for quite some time now is over it. We’re all over it.

You might think you never let on that you’re “closing.” Don’t kid yourself. You don’t have to say it for the limbic brain to KNOW it. Just to be clear, your closing process is most likely triggering something like PTCD. When your client gets even the slightest hint of that feeling, fight or flight kicks in, and the action is resistance. Not good in a sales situation!

Now that you see what a closing process triggers, the hesitation and unreturned phone calls you’ve been experiencing make more sense. Today’s modern sales professionals must usher in a new era. Times have changed—we must be open to change. As consumers, we’ve changed, but as salespeople, we haven’t. You know you should make the first move but aren’t sure how to get the client to act now and buy. What if I told you a modern sales professional should never be closing? You make less money closing.

You make more money never closing. So, what do you do instead? Go back to imagining our previous store scenario. What if this was what you’d heard instead?

“They seem interested … maybe I can help! I’ll go see if we have what they need and, if we do, I’ll do my very best to inspire them to order it today.” Try that conversation in your head. How does that intention feel? Notice the change in language?

When you elevate your words and intentions, everything changes. No one wants to be closed. Never be closing. We think we must close when we haven’t opened a lowresistance, high-trust relationship and inspired our client to act. The brain thinks; the heart knows. So does the limbic brain.

Modern sales are transformational, and I’d like to inspire you to solve your sales problem by never closing. (See what I did there?!) Today’s sales pros don’t close; they inspire action.

Here are some definitions of the word “inspire”:

• To affect, guide or touch

• To fill with enlivening or exalting emotion

• To stimulate to action; motivate

• To draw forth; elicit or awaken a feeling, emotion or response

Inspiring is very different than closing. The act of inspiring fills someone with the urge or ability to do or feel something, especially something creative. An inspired client will feel something good and act, not hesitate and analyze all the information or, worse, feel the uh-oh feeling and run for the exit.

If you’re not hearing “yes” at the end of your appointments, it’s time to ask yourself these questions about your sales process, keeping the definitions of inspire in mind:

• Do you guide your client through an intentional, relaxed, connected experience?

• Are your solutions enlivening, exalted even, personalized and different from everyone else on the block?

• Do you motivate your client to act by vividly describing how life will be better when your product is hanging in their windows?

• Does your presence in your client’s home affect them in a good way … maybe even touch their hearts— whether they buy or not?

• Do you draw forth or awaken the feeling of trust that leads to the action of “yes”?

Stop closing! Make inspiring transformation your purpose. I’d like to help (affect, motivate, touch) you in such a way that you never have to close a sale again. The word inspire means to “be in spirit.” You can be the empathetic expert who transforms homes into comfortable, inviting havens. Kick closing to the curb. Before you walk into every appointment, say this to yourself and mean it: “I am a modern sales professional who inspires ‘YES’!” V

Scan the QR code for a free guide for VISION readers: The Yes Formula: 5 Critical Actions to Inspire Agreement in Every Appointment.

Kathy Cragg Pace empowers design sales professionals to provide an irresistible selling experience. Her specialty is elevated design sales for individuals and teams. She helps businesses look at their existing sales processes and, without starting over, incorporate Modern Sales methods to increase sales without ever being “salesy.”

She offers Modern Sales Mastery courses, tools and coaching with guaranteed results.

» KathyPace.com

FourthQuarter Financial Strategies

to Maximize Growth While Minimizing Pretax Net Income

BY VINCE NIGARA

The fourth quarter of every business year presents challenges different from those of Q1 through Q3 for all entrepreneurs. The first three quarters of each year are primarily devoted to driving profitable sales into our business. While the last quarter starts out the same way, during the last month of the year—be it calendar or fiscal— another strategy becomes front and center. We must get involved in tax strategies to close out the existing year and develop a plan for profits in the coming year. Having owned several entrepreneurial businesses in my 48 years in business, I’ve developed several strategies for running a successful business and legally minimizing our tax bite at year-end.

Let’s start with what should happen in October and November. These two months should mirror our efforts to drive as many profitable sales into our business as we’ve been pursuing in months one through nine. We’re either following our marketing plan that we set up in December of last year (if it has produced the desired results) or tweaking that plan to invest our planned market

expenditure into media types where we’re getting the greatest number of quality leads from. We have set a sales goal for the year and each month. It’s crucial to understand that we’re not just seeking sales but “profitable” sales and “quality” leads.

• “Profitable” sales are those that contribute significantly to the bottom line.

• “Quality” leads are those that are more likely to convert into profitable sales.

Your marketing plan must be geared at the upscale and luxury segments of each market that you work in. These are the market segments that attract the most customers with disposable income who aren’t as price-conscious as customers in the broader market. Every area of America and Canada has demographics that reflect these distinctly different market segments. The market segments are defined by median household income and home values. Find out the distinctions in your market and message the higher segments to attract better customers.

There are simple strategies that each of you can employ to reduce your pretax net income—and they are all legal and encouraged. As long as you aren’t in a problematic cash flow position, you shouldn’t deposit any money from at least the 20th of the last month of the year or longer. What you’re accomplishing by doing this is deferring income into the coming year that won’t be taxed for 16 months out. The second strategy is to prepay as many of the coming year’s expenses as you can again without putting yourself in a cash flow problem. Here again, you’re kicking the can down the road on taxable income for 16 months out.

The combination of these two tax-saving strategies will reduce your total income while increasing your expenses. The final tax strategy is for companies with a significant surplus at year’s end. Make as large a contribution to your IRA account as is allowed or as much as you can afford. Practicing these marketing and tax strategies will help you to keep as much of your hard-earned money as possible. As one of the owners of Exciting Windows!, we have meetings during the last quarter of each year to guide our members through these important steps. This type of planning includes a profit plan for the coming year. The last quarter of each year is the most important because of the multifaceted management processes needed to help ensure a healthy business. Profitable businesses keep owners happy; this last quarter’s work builds a better business.

Let’s discuss profit planning for the coming year. Profit planning is an exercise that should be performed in the last quarter of each year. This plan starts with knowing where we’ve been. We need to know this before we know where we’re going. Start your plan by examining your revenues and your expenses for the existing year by month. Once this is completed, start your plan for growth for the coming year.

I was always an aggressive growth planner. My philosophy was always to reach high, and if we fell a little short, we would still achieve something great. There’s an old saying that you can’t accomplish what you can’t envision. THINK BIG! Once the forecast is done, you must monitor it on a monthly basis. Don’t be afraid to make adjustments.

This is what a plan is for. It’s designed to keep you in touch with the significant key performance indicators. One absolute step is to make sure that profits are front and center in your plan. If the plan needs expansion because of a significant number of opportunities (leads), add employees. Conversely, contract the plan and your staff if the market is contracting. Business is like breathing; it needs to expand and contract with the marketplace. The fourth quarter is the time for action. Make your last quarter a profitable and purposeful one! V

Vince Nigara, the co-owner and founding partner of Window Works in Livingston, NJ, is a seasoned entrepreneur with a background in accounting and a master’s degree in business. Vince’s expertise in numbers and systems is well-regarded and he is often quoted as saying, “If you earn a million dollars but spend a million and one, your business is not a success.” A mastermind in analyzing operational costs and establishing sales targets, Vince has been at the helm of Window Works for almost 40 years, proudly serving more than 25,000 satisfied customers.

BY MARISSA MASSEY AND SHAUN TURNER

From eco-friendly innovations to safety-focused styles, the window treatment trends of 2025 are revolutionizing how dealers outfit their clients’ windows and promote their offerings. Let’s explore the most exciting advancements poised to take center stage and consider fresh marketing approaches tailored to these emerging markets in window treatment design and sales.

Emerging Window Treatment Trends

1. Energy Efficiency Remains Popular

Thanks to the Inflation Reduction Act of 2022, energyefficient home upgrades are more accessible— and affordable—to homeowners than ever. Savvy shoppers are flocking to window treatments that not only look great but are also slashing their energy bills. Homeowners are choosing cellular shades with superior insulation properties or smart blinds that adjust automatically to optimize natural light and temperature control. Window treatment manufacturers are making this easier than ever with promotions and rebates to entice customers into their stores—virtually and physically.

2. Cord-Free Is the Way to Be

The Consumer Product Safety Commission and the Window Covering Manufacturers Association have spoken: Free, dangling cords and multiple cord connectors are out. This mandate has sparked a revolution in the sale of cordless designs, from motorized options to safer manual operating systems. It’s a win-win situation, as cord-free treatments are safer for families and sleeker aesthetics enhance a seamless, uncluttered design.

Emerging Window Treatment Trends

Poised to Influence Your 2025 Marketing Strategy

3. Discreet Tech: Invisible Upgrades

Home automation and hands-free window treatments are no longer science fiction! These trending musthaves are part of a broader trend toward subtle, minimal design. A major selling point? Homeowners can control motorized blinds and shades with a smartphone app or via voice command, the perfect marriage of form and function.

4. Comfort Is King

Homeowners want to live in something other than a showroom. They crave cozier personalized spaces where minimal designs and textured window treatments are having a moment. Bespoke weaves, layered custom curtains and other tactile materials add depth and interest to their windows in a subtle way. Selling that casual comfort vibe, where mixing and matching textures is encouraged, allows for opportunities to bundle custom curtains with coordinating window coverings.

5. Blurring Boundaries Between the Great Indoors (and Outdoors)

The trend of breaking down barriers between indoor and outdoor spaces will continue in 2025. Large sliding glass doors, skylights and floor-to-ceiling windows are calling for treatments that can transition seamlessly. Think motorized cellular shades for hard-to-reach skylights, sheer shades that welcome repeated views, woven curtains that billow in the breeze or sturdy outdoor shades that provide privacy without compromising on style. The goal? Helping homeowners create a harmonious flow that celebrates nature while maintaining their comfort in these spaces all year long.

Preparing Your Marketing Plan for 2025

In light of these emerging trends transforming the window treatment industry, it’s essential to adjust your marketing strategies accordingly. The digital landscape advances swiftly, presenting innovative opportunities to display your products and engage with your audience.

1. Making the Most of Co-op Dollars

One of the best perks of working with a vendor is the co-op dollars available for dealers to spend on various marketing services. The amount of co-op you receive and the services you can purchase with funds will vary from vendor to vendor, but, ultimately, the goal is the same: to market your business.

Check out a few of the most common ways you can use marketing dollars:

Digital Marketing

• Website creation

• Search engine optimization (SEO)

• Pay-per-click advertising (PPC)

• Social media marketing

• Email marketing

Traditional Marketing

• Direct mail

• TV commercials

• Radio

• Vehicle wraps

Make sure to check your vendor’s co-op guidelines to see what services are and aren’t covered. Your vendor’s representative is also a great resource to help you navigate the ins and outs of co-op funding options.

2. Prioritizing Your Marketing Services

While every business owner would love to market their business using all marketing avenues, it’s not always the most realistic strategy. You may have a limited marketing budget or simply not need certain services.

Start by asking yourself, what are your intended returns on investment (ROIs) for marketing:

• Do you need more brand awareness in your area?

• Do you want to bring in more leads?

• Do you need more visibility on Google?

• Do you want to build relationships in your community?

• Do you need more reviews?

Once you determine which ROIs make sense for your business, you can start researching the individual services you’ll need to meet your goals.

3. Diversifying Your Marketing Efforts

Google is still the No. 1 search engine consumers use, which means you could be missing out on countless leads and conversions if you don’t have a digital

marketing strategy. We are in a digital age, yet we can’t discount the power of traditional marketing. Consider all the advertising you see when going about your daily life. You likely see commercials, billboards and vehicle wraps advertising products or services. You probably hear ads on the radio or when listening to a podcast.

Though the methods are different, the ultimate goal of digital and traditional marketing is the same: visibility. Gaining visibility for your business takes time, and for your best chance at success, we recommend diversifying your marketing efforts with both digital and traditional strategies. This can look like running ads in your local newspaper while working with a digital marketing agency to build a new website or focusing on expanding your social media reach and posting about your TV commercial that will be coming out soon.

Gaining visibility, building your brand and meeting your business goals all hinge on a dynamic marketing strategy and gaining a better understanding of how you can use your marketing dollars to achieve them. The best place to start is with your marketing agency: understand what strategies you’re pursuing and consider what digital or traditional efforts you may lack. And don’t forget co-op funding! Co-op is a free resource, so make sure you know what marketing services qualify for co-op and the ins and outs of your vendor’s co-op guidelines.

Planning for 2025

As we cast our eyes toward 2025, the window treatment industry is transforming swiftly, propelled by many choices, technological progress, safety priorities and evolving client tastes. To maintain a competitive edge in this vibrant market, window treatment experts must not only adopt these emerging trends but also craft a well-rounded and diverse marketing strategy. Ultimately, triumph in 2025 will depend on your ability to effectively offer state-of-the-art window treatments and convey your value proposition to your target audience. 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.

PRODUCT SPOTLIGHT

SUREWIN

Surewin has quality components at competitive prices from its Florida warehouse, with custom sourcing available. Plastic bead chain-in-rolls or continuous loops; numerous colors in all lengths, nickel-plated and stainless chain- in-rolls and continuous loops in all lengths, stop balls, connectors, safety devices, c-clips, alligator clips, tassels, lift cord, vertical components, cord locks and the easy-to-fabricate, low-profile Sure-Lift® Roman Headrail System for shades up to 50 pounds. Learn more at surewinenterprise1@gmail.com or call 239-362-3342

ONA DRAPERY HARDWARE COMPANY

The source for custom-made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy-gauge steel, wrought iron, crystal and more. Custom curving is also available for all rod profiles. Be sure to look at our new acrylic rods, art glass finials and polished chrome finishes, in addition to our popular French rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. For a free catalog, please call 800-231-4025 or visit OnaDrapery.com

SHEERWEAVE® STYLE 5000

Recognizing a prevailing shift toward warmer color palettes, Phifer introduces 10 NEW SheerWeave® Style 5000 fabrics that bring fresh hues of creamy off-whites and classic neutrals like tans and browns. These additions enhance both public spaces and personal environments with added depth and comfort. Drawing inspiration from the natural world’s interplay of color and texture, these light-diffusing fabrics are meticulously designed to balance intricate weaving, durability and privacy. All 10 fabrics are available in 74" and 98" widths. Phifer.com

QUEEN & MCKENZIE COLLECTION

Introducing the Queen & McKenzie collection by Texton, a beautiful new drapery hardware program engineered to elevate your home decor with a touch of unmatched elegance. Each piece in the collection is a testament to Texton’s commitment to combining luxury with simplicity, offering the flexibility to select from coordinated sets or to personalize your space by mixing and matching items to reflect your individual style. The Queen & McKenzie range from Texton opens up limitless creative avenues for you to explore. For further details, visit Texton.com

ELEGANT WHITE REMOTES

Coulisse unveiled a trio of elegant white remotes crafted to elevate your smart home experience and beautifully complement their current black models, including the CM11-W single-channel, CM-48-W five-channel and CM-49-W 15-channel remote controls. Effortlessly manage your window coverings with these state-of-the-art remotes, enabling smooth programming and control of Motionblinds at the mere press of a button. Coulisse.com/americas

FLEX CHAINHOLD & CORDHOLD

Introducing the FLEX Chainhold and Cordhold, the ultimate child safety solution with self-adjusting tensioning, rear-positioned tension lock and easy snap-fit assembly. Ideal for residential and commercial use, these devices meet ANSI/WCMA A100.1-2022 standards, ensuring long-term safety and durability. Learn more at RolleaseAcmeda.com/us/ child-safety

Don’t Stress to Impress

BY OLIVER SCHREIBER

In both sales and life, initial impressions hold significant weight. Turn someone off shortly after meeting them and they may stop listening to you, shut you out and not even give you a chance to make the sale. Alternatively, make a great first impression and this may help cover any gaffes you make along the way and help you close a sale. So, what is a first impression, and how does it help us in sales?

First impressions are swift judgments formed when encountering someone new. These evaluations, based on limited and immediate observations, arise almost instantaneously. We gather details such as facial expressions, attire, posture and vocal tone to shape our initial opinions. Although a strong first impression doesn’t exactly ensure a sale, it can distinguish you from your competitors.

What are some ways we can make that great first impression as well as begin to set ourselves apart?

Arrive promptly. Sounds simple, right? Not for all of us. Although showing up on time isn’t going to guarantee that you’ll get the sale, it sure does go a long way toward proving to the potential client that you’re the right person for the job. And if you ever find yourself running behind, a call in advance letting them know you’re running behind will create almost the same good first impression as showing up on time.

Dress for success. Your appearance matters. The clothes you wear matter. Wearing a shirt with your company logo matters. Why? It sets you apart from your competitor who came in without one and the potential client can’t remember the company they work for.

Earrings/tattoos. I may be old school here, but we sell high-end products. Our ideal clients have expendable cash, and a good portion of those people are over 50 years old. Even though earrings on guys and tattoos on all have become increasingly socially acceptable over the years, the older generation and people with money often cast a disparaging and a distrustful eye on guys wearing earrings and anyone tattooed. (For the record, I have five earring holes. The earrings don’t get worn in front of clients, and they don’t get worn in front of employees.) If you’re that man or woman, what can you do? Guys, remove your earrings before visiting clients. If you have tattoos, cover them before going into your client’s home. The purpose of your visit is to make a sale and earn money. Earrings and tattoos will reduce your income potential, whether you believe it or not.

Don’t stink. I don’t mean don’t stink at your job. I mean this literally: Do not stink. Don’t smell bad. If you’re a smoker, you’re losing sales because you smell like smoke. If you overspray yourself with perfume and cologne, you’re losing sales because the person you’re speaking with can barely pay attention to what you’re saying because they’re overwhelmed by the scent that you think is just amazing. Like cologne/perfume? Save it for Friday and Saturday night when you go out with your friends.

Be confident. Stand tall and use good posture. Act confidently. Speak confidently.

Lack of confidence in a first impression leads to a lack of trust, and lack of trust leads them to thank you for your time and send you on your merry way.

Smile. People enjoy being with happy people. Smile, open your heart and be genuine.

Leave your political T-shirt in the closet. It’s election season. Now more than ever, it’s imperative that you leave the political T-shirt that you’re so proud of in your closet. Taking political sides in a sales environment will lose you sales. Only 50% of the country agrees with whatever candidate you’re backing. Are you willing to have the other 50% disassociated from you because you just had to wear that T-shirt that day?

Following these guidelines will not guarantee you a sale; however, they will help set you apart from the last designer who came into their home and did not make a great first impression. And, hopefully, they will make it easier for you to put another check mark 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

VAKO Motorization

An extensive curtain track range compatible with top motor brands

Discover the elegance and flexibility of VAKO’s Decorative Motorized Curtain Tracks. Available in round and rectangular designs, compatible with a broad range of motors from top brands, thanks to a universal design featuring one master pulley with interchangeable motor plates.

Crafted from premium aluminum and available in 9 stunning colors, the Vako systems offer a perfect blend of style and functionality for every project.

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Shades That Tell A Story

The award-winning COLOR roller shade collection, from TEXTON, makes it easy to place the latest color trends in your clients’ windows. In addition to the 380+ colors in the collection, COLOR enables you to take any design or image and print it to a roller shade. It’s Your Shade. Tell a Story.TM

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