Kathy Cragg Pace, Else Johnson, Masha Koyen, John MacKenzie, Roger Magalhaes, Oliver Schreiber, Linda Tully
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.
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, and Ania Munzer, Associate Publisher
Wrapping Up 2024
What an interesting year 2024 has been! Window covering sales have rebounded after a dip in 2023, and remodeling continues to be strong. With the growing demand for energy-saving and eco-friendly window coverings, forecasters predict steady growth through 2030. This is certainly a good note to close out the year on!
For this issue, we invited you to share your “Best of 2024” stories and we were surprised by the number of submissions we received. Check out our “Milestones and Moments” story on page TK to read all about the standout moments from our industry peers.
As I reflect on VISION’s “Best of the Year,” I’m proud to report that IWCE 2024 in Dallas was a record-breaking show in many ways. After months of preparation, there is no better feeling than delivering a successful event for both attendees and exhibitors. Thank you all for your participation and support!
As of this writing, we are in full swing preparing for IWCE in West Palm Beach, Florida, taking place April 14-16, 2025. Registration is now open, so be sure to visit IWCE-Vision.com to take advantage of our early bird pricing.
I want to extend a special thank you to all of you for being part of our successful journey this year, especially my fabulous staff and my daughter, Ania, whose passion for this business and industry has taken us to the next level.
Happy holidays and best wishes for a wonderful 2025!
Grace McNamara Publisher Window Fashion VISION
Kolaczki Cookies
Kolaczki cookies are a traditional Polish dessert typically served around the holidays. Their rich cream cheese pastry dough and fruit filling are sure to bring a festive touch to any holiday table.
Makes 5 dozen cookies
Ingredients
8 ounces cream cheese
1½ cups butter
3 cups flour ½ teaspoon salt
1-1½ cups filling, such as fruit preserves or jam, nut or poppy seed filling
Instructions
1. Cream the cream cheese and butter until light and fluffy.
2. Stir in the flour and salt.
3. Wrap in plastic wrap and chill for an hour.
4. Preheat the oven to 350 degrees.
5. Roll out the dough by first dusting the surface (mat or countertop) with granular sugar.
6. Roll to 1/8" thick and cut into 2" squares.
7. Place a teaspoon of filling in the center of each square.
8. Fold over the opposite corners and seal well.
9. Bake for 15 minutes or until the corners just begin to brown.
10. Cool on a rack and dust with powdered sugar.
Recipe from The Polish Housewife
Luxury
Luxe, bespoke window treatments are more than a trend—they’re a movement. As sleek minimalism fades, indulgence and grandeur are taking center stage, with a growing desire for quality over fast fashion. Industry experts weigh in on how this renewed passion for luxury is redesigning the window and where it’s heading.
Prepare to soak up wisdom (and some rays) in West Palm Beach, Florida, at the International Window Coverings Expo (IWCE) 2025, happening April 14-16.
Threads of Excellence
Celebrating the 2024 Grace Awards of Excellence Winners.
20 Under 40 Class of 2024
PUBLISHER’S NOTE Wrapping Up 2024 By Grace McNamara
disCOVER About the Cover
POINT-OF-VIEW: New & Noteworthy All That’s Interesting
ATELIER
Tutorial: Creating a Biscuit-Tufted Cushion By Linda Tully L
FULL FRAME: INSTALLATION
Don’t Stress to Impress By Oliver Schreiber The Lust for
Get a glimpse at what trends will be shaping the world of windows in 2025—and beyond. From sustainability to wellness, the coming year will be defined by ecoconscious materials, bold designs and a renewed focus on creating serene, personal spaces.
Meet the rising stars who are shaping the future of the window treatment industry! These standout millennial and Gen Z innovators, ages 18 to 39, are driving trends and pushing the boundaries of what’s possible in their field.
Navigating Online Platforms: Finding Window Treatment Installation Work By Roger Magalhaes
20 FULL FRAME: MOTORIZATION
Raising the Bar with Automated Shades By John MacKenzie
FULL FRAME: TRANSFORMATIONS
The Surgical Approach: Lead Your Clients with Confidence, Charisma and Care By Kathy Cragg Pace
FULL FRAME: WELLNESS
Navigating the Fast Lane: Pacing Your Business for the Long Haul By Else Johnson
FRAME: DIGITAL MARKETING
The Unseen Luxury: Sell an Experience, Not Just Window Treatments By Masha Koyen 56
A Parisian Chic Retreat
Chosen as one of 18 elite designers featured at the 2024 Atlanta Homes & Lifestyles Southeastern Designer Showhouse, Cheryl Luckett reimagined an adult playroom in Atlanta, Georgia, into an elegant retreat infused with deep tones and Parisian charm. Crafted as a haven for relaxation, Luckett envisioned the space as an ideal spot for adult guests to lounge, indulge in nostalgic tunes, savor evening cocktails and engage in lively conversation well into the night.
The room’s moody ambience shines with a damask drapery fabric, Tres Chic in Evergreen, from Luckett’s collection for Revolution Fabrics. This elegant fabric balances formality with durability, making it perfect for this multifunctional space. Helser Brothers hardware in a Vintage Brass finish adds a timeless touch, with the brand’s 2" fluted round wood rods and Isabella rings completing the look.
Despite the challenge of working a few hours away from their home base, Cheryl’s team delivered stunning results. “My goal is to create spaces that make others want to linger,” Luckett shared, and this project did just that. The room masterfully combines elegance and comfort, inviting guests to stay and savor the moment.
Designer: Dwell by Cheryl
Workroom: Sew Unordinary
Installer: Matt Hugo
Fabrication: Amanda Smith of Sew Unordinary
Photographer: Rustic White Photography
& Noteworthy
NEW AND NOTEWORTHY
Greece Is the Word Hartmann&Forbes recently debuted its latest collection in collaboration with Brooklyn designer Lisa Kanning. Inspired by the hues and natural beauty of the Greek islands, this series features two woven-to-size grassweave window coverings—Kyma and Nephele— and two natural wallcoverings—Neptunia and Delos. Each design is sure to leave you shouting, “Opa!” HartmannForbes.com
Power Bar
Hunter Douglas unveiled its PowerView Motorized Drapery Hardware, which offers seamless control of drapery via app, voice assistant or remote. This system allows users to schedule drapery to open and close automatically, enhancing privacy, energy efficiency and security. Designed in collaboration with Lori Weitzner, the collection features four stunning finishes and four unique finial styles. HunterDouglas.com
Tome Sweet Tome
Design icon and AD100 Hall of Famer Michael S. Smith has released his first interiors book in nearly a decade. “Classic by Design” offers readers an intimate look at Smith’s extraordinary interiors that span the globe. A master of elegance and luxury, Smith is celebrated for his impeccable sense of scale, drama and craftsmanship, blending European classicism with American modernism. This richly illustrated volume covers a range of styles, from a sleek East Hampton beach house to his personal, lavish Madrid apartment. RizzoliUSA.com
NEW PRODUCT
NEW PRODUCT
Chenille the Dream
RM Coco’s Command Performance Chenille redefines multifunctional elegance. This ultra-plush fabric drapes beautifully while offering the durability required for upholstery. Its performance finish ensures easy cleaning, making it an ideal choice for both residential and commercial settings. With 48 stunning color options available, Command Performance Chenille effortlessly combines beauty with practicality, meeting all your design needs.
RM-Coco.com
PRODUCT
A Quiet Place
Shhh. Do you hear that? That’s the sound of the upgraded Automate Quiet motor range, featuring the new 0.7Nm motor, designed for enhanced performance and whisper-quiet operation. This mechanical update reduces vibration, making it significantly quieter than its predecessors. The 5V Li-Ion Wirefree 0.7Nm motor supports shades from 21" to 80" wide and boasts a remarkable 12-month battery life. With a patented Zero motor head for a wire-free experience and intuitive soft-stop functionality, these motors are compatible with most roller and roman hardware systems.
AutomateShades.com
PRODUCT
Fall in Love
The days may be getting shorter, but the design inspiration is blooming brighter than ever. Renowned interior designer Suzanne Tucker has introduced her fall 2024 textiles collection. This stunning lineup features Karma, a hand-woven silk ikat; Marguerite, embroidered cotton flowers on silk/linen; Anastasia, large-scale floral embroidery on a linen blend; and Tilly, a watercolor print capturing the essence of a lush garden.
SuzanneTuckerHome.com
Creating a Biscuit-Tufted Cushion Step-by-Step Tutorial
BY LINDA TULLY
Biscuit tufting is a classic upholstery technique that adds elegance and dimension to any cushion. Whether you’re looking to enhance a piece of furniture or create a stand-alone accent, mastering this method can elevate any design project. In this tutorial, Linda Tully walks you through the step-by-step process of creating a biscuit-tufted cushion, designed by Jen Murrill and Brooke Humphreys of Wheelhouse Design Studio.
Step 1: The spacing on a biscuit-tufted cushion is crucial to the finished result, so careful planning is the most important step. Graph paper is helpful for drawing out the spacing to scale and envisioning how the cushion will look with your desired number of buttons. In this case, the designers provided a detailed drawing with the spacing labeled accordingly. Once you are happy with the design, divide the cushion into sections so you know how many inches are between each button, both horizontally and vertically. Use this information to draw a second sketch, which will serve as your sewing pattern. Don’t forget to write a work order—the drawings will supplement the work order.
Step 2: Draw the sewing grid. This should resemble the cushion sketch (you can start from scratch or copy the original, but don’t use the original sketch—you’ll need it for reference). Use the lines that connect the buttons to represent the “fold” lines and add ½" sewing lines on either side of each “fold” line. It’s important to draw all three lines to show where the intersections occur—these are the points where the biscuit tufts will magically form when sewn. This drawing will also help you calculate the cutting size for the top of the cushion by adding up each section and each seam allowance.
Step 3: Strategically cut and sew the cushion fabric. If seams are necessary, plan them to fall inside the tufted seams to hide them. Remember: Measure twice, cut once!
Step 4: Draw sewing and fold lines on the back of the cushion fabric. Draw all the lines to ensure that the intersection points are precise and properly aligned (4a). Use your sewing grid when drawing the lines to verify accuracy (4b) and allow for ½" seam allowances on either side of the fold lines (4c).
Step 5: Fold and press all seam allowances both horizontally and vertically. Then, draw curved lines at intersecting seam allowances to create the “Biscuit Tuft.”
Step 6: Sew along the seam allowances and curved lines (6a). If available, use a walking foot sewing machine (6b). Check the back view of the tufted section after sewing (6c), followed by the front view (6d).
Step 7: Finish the cushion as usual, boxing and adding a zipper (7a and 7b).
Step 8: Stuff the cushion to your desired firmness.
Step 9: Sew on buttons.
Step 10: Admire your finished biscuit-tufted cushion— and do a happy dance!
Tip 1: Practice drawing grid lines and sewing on the lining first before cutting your cushion fabric.
Tip 2: Hide seams inside the tufted seams.
for every
first started in the business with Custom Coverings
workroom in 2000. She is a former IWCE speaker and has won many awards. Many of her awardwinning rooms have been published in books and magazines. Linda is accomplished at designing, selling and fabricating all styles of window treatments. She has lived and worked in the interior design industry in nine states in the U.S., giving her valuable knowledge about regional styles and architecture. » TullyDraperyShop.com
Located in Temple, Texas, Linda Tully creates bespoke window treatments and bedding specifically designed and fabricated
project through her workroom Tully Drapery Shop. She
drapery
Navigating Online Platforms: Finding Installation Work
BY ROGER MAGALHAES
In today’s digital age, subcontractors in the window treatment installation industry are increasingly turning to online platforms to secure more jobs and grow their businesses. These platforms offer unprecedented access to potential clients and provide opportunities to showcase expertise in a competitive market. Here’s how window treatment installers can leverage various online platforms to boost their visibility, attract more clients and ultimately increase their bottom line.
Overview of Popular Home Service Marketplaces
Several online marketplaces have emerged as go-to platforms for homeowners seeking professional services, including window treatment installation. Some are free, while others are paid services. Popular options include:
1. HomeAdvisor
HomeAdvisor is a leading platform that connects homeowners with local service professionals. Key features include:
• ProFinder technology that matches professionals with relevant projects
• Verified reviews from past customers
• Option for professionals to receive leads directly
2. Angi (formerly Angie’s List)
Angi has rebranded from Angie’s List but maintains its status as a trusted platform for home services. Notable aspects include:
• Detailed company profiles with photos and specialties
• Customer-driven reviews and ratings
• Instant booking options for some services
3. Houzz
While primarily known for home design inspiration, Houzz also includes a professional marketplace. For window treatment installers, it offers:
• Integration with design ideas and photos
• Ability to showcase completed projects
• Connection to homeowners actively planning renovations
4. Nextdoor
Nextdoor, the neighborhood-focused social network, has become an increasingly popular platform for local service providers for its:
• Ability to reach homeowners in specific neighborhoods
• “Local Deals” feature to promote services to nearby residents
• Recommendations from neighbors, building trust within communities
Strategies for Creating Standout Profiles
To make the most of these platforms, window treatment installers need to create profiles that capture attention and instill confidence in potential clients. To help your profile stand out, consider:
1. Professional Photos: our profiles should include highquality images of your best work, showcasing a variety of window treatment styles and installations.
2. Detailed Descriptions: Clearly outline your services, specialties and experience. Highlight any unique skills or offerings that set you apart from competitors.
3. Certifications and Credentials: List any relevant certifications, training or industry affiliations to boost credibility.
4. Service Area: Clearly define your service area to ensure you’re matched with appropriate local jobs.
5. Pricing Information: While you may not want to list exact prices, provide general information about your pricing structure or factors that influence cost.
6. Response Time: Many platforms prioritize professionals who respond quickly to inquiries. Set up notifications and aim to respond promptly to increase your visibility.
Tips for Managing Online Reviews and Ratings
Online reviews play a crucial role in a potential client’s decision-making process. Here are some tips for effectively managing your online reputation:
1. Encourage Reviews: After completing a job, politely ask satisfied customers to leave a review on your chosen platforms.
2. Respond to All Reviews: Whether positive or negative, respond professionally to all reviews. This shows that you value customer feedback and are committed to client satisfaction.
3. Address Negative Reviews Constructively: If you receive a negative review, respond calmly and offer to address the issue offline. This demonstrates your commitment to resolving problems.
4. Highlight Positive Reviews: Some platforms allow you to feature or highlight particularly positive reviews. Use this feature to showcase your best feedback.
Exploring Niche Online Forums
While general home service marketplaces are valuable, don’t overlook niche forums specific to window treatment installation. These can be excellent sources for more specialized work and networking opportunities.
1. Local Business Associations: Many local chambers of commerce or business associations have job boards or networking opportunities for members.
2. Online Forums: Participate in forums like Houzz Discussions or Reddit’s r/InteriorDesign to showcase your expertise and potentially connect with clients.
3. Manufacturer Websites: Some window treatment manufacturers maintain lists of certified installers. Get certified and listed to access these opportunities.
4. WCAA: The Window Coverings Association of America is a nonprofit organization geared toward our industry. As a member, you are encouraged to attend local networking meetings and you also can list your company in their national directory, expanding your reach to be found.
Leveraging Social Media Private Groups
Facebook and other social media platforms offer private groups that can be valuable resources for window treatment installers:
1. Local Home Improvement Groups: Join groups focused on home improvement in your area to connect with potential clients and showcase your work.
2. Professional Networking Groups: Participate in groups for home service professionals to share tips, find collaboration opportunities and stay updated on industry trends.
3. Neighborhood Groups: Many neighborhoods have their own private Facebook groups where residents seek recommendations for local services.
Maximizing Your Online Presence
To truly succeed in finding window treatment installation work online, it’s crucial to maintain an active and engaging presence across platforms. Here are some final tips to maximize your online efforts:
1. Consistent Branding: Use consistent branding elements (logo, color scheme, messaging) across all platforms to build recognition.
2. Regular Updates: Keep your profiles current with recent projects, updated availability and any new services or skills you’ve acquired.
3. Engage with the Community: Participate in discussions, answer questions and share valuable insights to establish yourself as an industry expert.
4. Utilize Multimedia: Incorporate videos of installations or before-and-after comparisons to showcase your work more dynamically.
5. Track Performance: Use the analytics tools provided by these platforms to track which strategies are most effective in attracting clients.
6. Consider Paid Promotion: Many platforms offer paid options to boost visibility. Consider investing in these strategically to increase your reach.
Maintaining your online presence requires ongoing effort, from responding to inquiries promptly to regularly updating profiles. Equally important is projecting a professional image offline—courteous behavior at clients’ homes, polite driving, good hygiene and attire all create a positive impression. By combining effective online engagement with professional offline conduct, window treatment installation subcontractors can expand their client base and achieve business growth. V
Roger Magalhaes is the chief owl installer at Trading Up Consulting, the owner and project manager of Shades IN Place and an installation instructor for the WFCP Certification Program. He offers installation training and business coaching to people already in the window treatment industry and newcomers looking to gain an edge to be successful.
Raising the Bar with Automated Shades
BY JOHN MACKENZIE
It’s no secret that I am a huge fan of motorization. I feel that all window treatments should be motorized so everyone can experience the benefits. Motorized shades not only eliminate choking hazards associated with chains and cords but also offer the convenience of easy operation. While adding motorization is a huge advantage over manual shades, the real magic happens when you add automation to the system. Automated shades can help us live healthier and more productive lives while also saving energy and money.
Adding automation to motorized shades simply means adding a device that will operate the shades without human interaction. A simple method could involve adding a timer or sensor to trigger the shades, while an advanced
system might integrate the shades into a whole building management system. Regardless of the complexity, adding automation means adding some sort of hardware device. These devices fall into two main categories: shade-specific devices purchased from a shade or motor manufacturer or third-party devices like an automation system that may be provided by an audiovisual professional.
Shade-specific automation devices can be very simple or quite complex, depending on the needs of the system. An example of a simple device would be a wind sensor that retracts awnings or exterior shades to protect them when wind speeds exceed a certain threshold. A more complex automation would be a whole building system
that tracks the sun’s location and moves the shades in real time to manage light levels. These systems can even use real-time weather readings to maximize natural light. While these more complex systems are usually used in large commercial projects, we are starting to see this technology used in the residential world as well.
The most popular residential shade automation would be app-based devices. In last issue’s article, I discussed the popularity of these apps and how people now prefer to control their shades using their smartphones rather than wall switches or remotes. These app-based systems run on a small device often called a hub that connects to the user’s Wi-Fi network and communicates with the shades wirelessly.
One of the best features of these apps is the ability to create schedules that will run the shades automatically. If the afternoon sun is a problem in the living room, homeowners can easily create a schedule that lowers the living room shades in the afternoon to control heat gain. Another popular example is to raise the shades at sunrise to wake up gradually. Setting a schedule to raise the bedroom shades at sunrise is simple, and because these hubs have astronomical clocks, they will adjust throughout the year as the sunrise time does. These schedules are a simple way to save energy and optimize natural light, all without the need for human interaction. While some hubs can also control other devices like lights and fans, homeowners or commercial projects that want to integrate more devices into their automation ecosystem tend to use more advanced third-party control systems.
The more advanced third-party devices are typically referred to as automation systems. The best way to think about them is as computers that can control and automate a whole host of smart devices. A homeowner may use an automation system to control lighting, shades, thermostats or door locks. These systems can also operate entertainment systems like televisions, home theaters, or whole-home audio, where it makes sense to incorporate shades. This could be a home theater where a single button may lower the shades, dim the lights and start the projector. The same can be said for commercial applications, where a “presentation” button in a conference room may do the same thing.
These automation systems are typically controlled through wall switches, remotes, touch screens or apps. In this case, the control originates within the automation system. In other words, a shade-specific wall switch will send a command directly to the shades, whereas a thirdparty switch programmed to operate shades will send a
command to the automation system, which then sends the command to the shades. This usually means there is a hardware device that connects the automation system to the shade system. These are often referred to as bridges, as they “bridge” the two systems together.
For wirelessly controlled shades, these bridges are typically the same hubs used for smartphone apps, as they can communicate with various automation systems. For wired serial-controlled shades systems, a wired bridge is often connected to both systems, allowing them to communicate, much like a translator. Larger commercial projects, like airports, may have whole building management systems (BMS) that monitor and control HVAC, lighting, fire alarms and other building devices. Many motor manufacturers also have bridges to the BMS, which allow for shade integration.
It’s important to understand that these BMS and automation systems are provided by audiovisual professionals who will install, wire and program these systems. This often requires a fair amount of coordination between shade contractors and AV contractors. If you are quoting a job that involves integrating the shades with an automation system, you should include time for meetings—both virtual and on-site—with these contractors. I cannot stress enough how important this step is, as a good working relationship with an AV contractor can lead to future recommendations, whereas a system that isn’t working often leads to finger-pointing and an upset customer.
As I mentioned in my previous articles, the best next step is to consult with your shade or motor sales representative. There are a variety of control options available, and some manufacturers may offer integration devices that others do not. Knowing what methods and devices you can offer before talking to customers is important.
There is no question that the world of automation and smart devices will continue to grow, creating opportunities for shade contractors to offer new and exciting options to their customers. The next time you meet with a customer regarding motorization, you should consider discussing the benefits of adding automation as well. 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.
Designing a
Beautiful Life
Krista Shugars transforms spaces into personal sanctuaries filled with color and life
When you think of exceptional design, it’s not just about filling a space with beautiful things; it’s about crafting a space that feels personal, functional and emotionally resonant. For Krista Shugars, owner and creative director of KD Designs, LLC, this approach is at the heart of her work. Since founding her firm in 2018, Krista has built a thriving business that blends her creative vision with the skills honed during her previous corporate career in sales and leadership. Specializing in color with a bit of eclectic flair, her work has been featured in House Beautiful and Architectural Digest , and she was most recently awarded Decorating Den’s Designer of the Year for 2024.
Krista’s journey into design began long before the launch of KD Designs. Surrounded by creativity from an early age, her grandmother was a professional seamstress and upholsterer, a passion that was passed down to Krista’s mother. Growing up, Krista was immersed in fabrics, textures and the world of design. However, her path to owning her own firm was not immediate. She first built a successful career in the corporate world, where she developed the business acumen that would later become a cornerstone of KD Designs’ success.
Krista is not just a designer, but someone who loves helping her clients make their homes and lives more beautiful. She describes herself as living her best life—doing what she loves while also enjoying the fullness of her personal life. She and her husband share a wonderful blended family of 10, including a lovable Goldendoodle named Nala and their newest addition, Scout. With children ranging from high school students to college graduates, their home life is busy yet beautifully balanced.
A
Perfect Fusion of Passion and Business
While many interior designers have a natural eye for aesthetics, not all possess the business acumen to grow and manage a company. This dual talent has made Krista stand out in the competitive design industry. “Knowing how to curate a design and knowing how to run a business are two very different things. It’s a blessing to be able to do both successfully,” she explained. Clients appreciate Krista’s organized approach to project management, often noting how well expectations, timelines and budgets are communicated and managed.
Starting out as a solo designer working from her home in Pasadena, Maryland, Krista’s business quickly outgrew the confines of her personal space. Today, KD Designs boasts a commercial office in Hanover, Maryland, and a team of three employees, each dedicated to making clients’ homes as beautiful and functional as possible.
Growth Driven by Expertise and Heart
Since its inception, KD Designs has experienced impressive growth—and 2024 is no different. “We’re on track for a 15% revenue increase over last year, and we couldn’t be more grateful,” Krista shared. However, she’s quick to acknowledge the effort behind the numbers. Growth doesn’t happen by chance. “We’ve invested in business coaching, education, marketing and our team. It’s been a year of laying the groundwork for what’s to come.”
With 10 to 15 projects running simultaneously, Krista balances each one with meticulous attention, ensuring that every space she designs reflects her clients’ needs and personalities. And while the year ahead might see flatter growth due to rising rent costs and the hiring of additional staff, Krista is confident that the investments made in her staff and systems will propel the business forward.
“Knowing how to curate a design and knowing how to run a business are two very different things. It’s a blessing to be able to do both successfully.”
Marketing plays a crucial role in KD Designs’ continued growth, and Krista has embraced a multifaceted approach to ensure her firm stays visible and relevant. “Layered marketing has always worked best for us,” she said. Krista prioritizes a strong online presence, updating her website regularly and investing in SEO and pay-per-click campaigns. Social
COURTESY OF KRISTA SHUGARS
media, particularly Instagram, Facebook and LinkedIn, also plays a significant role in generating leads and connecting with potential clients. “We participate in industry panel discussions and keep our work in front of magazines,” she shared. “Networking is key, and staying visible is part of that.”
Striking the Perfect Balance
Like any business owner, Krista faces her fair share of challenges— chief among them, managing time. “As a small business, we wear many hats,” she said. “From handling design projects to managing payroll, marketing and vendor relationships, it can be overwhelming.” Fortunately, her organizational skills and dedicated staff help keep things running smoothly.
When it comes to balancing her career and home life, Krista has found success by setting clear boundaries. “It’s often difficult to find that perfect work-life balance when running your own business,” she admitted. “Most of the children from our blended family are grown and living independently, but we are all close, and vacations and holidays are full!”
Prioritizing her husband and family is nonnegotiable. “I try very hard to limit communication with clients after work hours and to limit my work hours outside of the office,” Krista explained. “My husband also owns his own business, and we both establish working hours that balance with our personal and family needs. We involve each other and our family in the ins and outs of our businesses to keep everyone included. This creates a very supportive environment.”
One of Krista’s most memorable projects was a vibrant installation in a historic Baltimore home dating back to 1893. The challenge? Preserving the home’s architectural integrity while infusing bold colors into the design. “We took inspiration from a fuchsia and navy area rug, which became the foundation for the room’s palette,” Krista recalled. The result? Showstopping silk fuchsia draperies paired with navy and floral velvet wingback chairs, all meticulously crafted by workroom partner Donna Redmond of Undercover Sewing.
The Winning Formula for Success
Krista emphasizes three key principles when offering advice to fellow designers and industry professionals. First, she highlights the importance of prioritizing the client’s experience. An overjoyed, satisfied client, she explains, is the best form of marketing. Excellent communication, attention to detail and delivering more than expected are essential to earning repeat business and referrals.
Second, Krista underscores the value of clarity with contracts and expectations. Setting clear expectations regarding scope, timeline and budget—along with providing detailed contracts and regular updates— helps prevent misunderstandings and keeps projects on track.
Lastly, she stresses adaptability. With trends and technologies in design constantly evolving, staying informed and being willing to adjust your business model, services and design style accordingly is critical to longterm success.
What’s
Next for KD Designs?
Looking ahead to 2025, Krista is excited about the future. “Next year is about implementing everything we invested in during 2024,” she said. “We’ve put in the work, and now it’s time to streamline our processes and attract clients who align with our vision.” With her business poised for further growth, there’s no doubt that KD Designs will continue to flourish under Krista’s leadership. V
JOHN COLE
The Longing for
Luxe, bespoke window treatments are more than a trend—they’re a movement. As sleek minimalism fades, indulgence and grandeur are taking center stage, with a growing desire for quality over fast fashion. Industry experts weigh in on how this renewed passion for luxury is redesigning the window and where it’s heading.
Goodbye, minimalism. Hello, opulence.”
That’s precisely what many consumers are saying—and they’re shouting it loudly with their home design purchases, especially at the window. Sleek, minimal window coverings appear to be taking a back seat to a more luxurious look and feel, both indoors and out.
Our purchases are often a reflection of ourselves, so there’s always been a market for extravagant products that appeal to certain buyers. But today, the uptick in interest in luxury home goods spans many demographics and personas. The resurgence in demand for draperies is just one indicator that consumers are eschewing sleek for sumptuous, low-key for lavish. It’s no surprise that global trend forecasting agency WGSN called the curtain comeback one of today’s top interior design trends.
As leading designers and workroom professionals shared with Window Fashion VISION , there are plenty of ways to appeal to the discerning client who’s looking to indulge on window treatments.
What Constitutes Luxury?
It would seem that luxury is in the eye of the beholder, as the professionals we talked with all define it differently. Not surprisingly, some equate it with uniqueness: a product that others can’t easily obtain.
“Luxury is all about unique, one-of-kind, highly personal products and services, including window treatments,” noted Deb Barrett, a designer, trend strategist and design educator with Window Dressings. Vita Vygovska of Vitalia Inc. agreed. “At the foundation of luxury is exclusivity,” she said, along with the ability to express one’s individuality. “Every step, every thought and every aspect is tailored to that client.”
For interior designers like Timothy Corrigan, it’s more about the wow factor. “Window treatments that scream ‘luxe’ always have those extra details that elevate an execution from ordinary to extraordinary,” he said. And while you might not think of cozy and luxurious in the same breath, some designers do.
“For me, luxury is about extreme comfort, and comfort can be defined differently from one person to another,” said Cheryl Luckett of Dwell by Cheryl Interiors. She included the features you might immediately equate with opulence (like lush fabrics) and some you might not (like motorized window treatments).
Julie Murphy of Designer Draperies of Boston placed motorization in the same category.
“When all your window treatments automatically adjust at different times of day without having to touch a button—now THAT is extravagance,” she said.
EXCELL IN
Catering to the Right Audience
So, who craves luxury goods, both at the window and beyond? There’s no single target customer—and that’s a good thing for those who sell bespoke window treatments.
“Whether or not they use the term ‘luxury’ to describe their needs and desires, most design clients today are looking to create window treatments that support how they live,” Luckett said, whether it’s a sleek, hotelinspired feel or a room that evokes the ultimate in comfort.
Corrigan agreed that the draw is nearly universal: “Every client wants to feel that they have something different and a little bit exclusive to them.” And Leslie Excell of the Excell In Design Group workroom saw bespoke products generating widespread demand. “Luxury window treatments attract a variety of fabulous clients,” she said. “They appeal to stylish homeowners, savvy interior designers, high-end clients in upscale areas and businesses aiming for elegance.”
It’s the psychology behind the purchase that typically drives these consumers to custom products. Many factors can trigger that drive, from an individual’s self-esteem or sense of accomplishment to the emotions they derive from the purchase, and even personal values like environmental consciousness and sustainability. As Vygovska noted, “Custom window treatments offer more than just an aesthetic enhancement to a space. They are an expression of personal style and a curated reflection of the client’s unique taste.”
Though Barrett saw the HENRYs (high-earning-not-rich-yet consumers) as key to building a luxury window covering business, she believed it’s more about the type of customer and their desires than a specific demographic.
“A new generation of consumers is focused on expressing their individuality rather than ownership,” she explained, seeking authentic products that deliver some degree of surprise and pleasure, high performance, good value and the ability to get the latest and greatest immediately. She described a client that is similar to a persona WGSN calls the Time Keepers: consumers who crave meaningful experiences and quality over quantity.
It Starts with the Right Fabric
A key defining factor of a luxurious window treatment is the fabric, which can create a rich, tactical experience. Not surprisingly, fabrics that are soft to the touch—like velvet, silk, satin and organza—top the list for some professionals. But others believe the choice of material isn’t the sole determinant of whether a drapery is luxe.
“Selling a $200-per-yard velvet available from several fabric houses doesn’t necessarily make it a luxury fabric,” Barrett noted. “Selling a velvet woven in Italy by a small mill using traditional methods and construction does.” Corrigan believed even outdoor fabrics can qualify as opulent. “I’ve used simple cotton velvet and made it feel like the height of luxury by adding an appliquéd border of inexpensive ultra-suede,” he said.
Murphy likes how a sumptuous fabric can create just the right look or feel. “There is nothing more eye-catching than the fluid hand of a wool used for drapery, or the way light reflects off a certain silk,” she said. And the drama of floor-to-ceiling draperies can certainly give a space a grand feel. Lest draperies steal all the thunder, though, she also believed the right fabric choice can transform even a harder window treatment, citing shades made of handwoven fibers from leading brands like Conrad and Hartmann&Forbes.
LAURA
THE ART of the LUXURY SALE
Even with demand on the rise, you can’t assume a luxury window covering will sell itself. Successful designers and workrooms know it takes a strategic approach to close the deal on bespoke solutions. As Excell noted, “Some clients might need a little nudge to see the benefits.”
Since it’s all about the look, Luckett relies on visuals to create a compelling vision. “Most people buy with their eyes,” she said, so they need to see what the end result could be. She finds a combination of hand-drawn and digital renderings, along with high-touch material samples, help “provide a sense of what’s come.”
Barrett takes a holistic approach to selling luxury window treatments, leaving no stone unturned. She collaborates with designers, home stagers and influencers to showcase unique treatments, while targeting niche markets with custom products that meet their needs and expectations. Sometimes that requires diversifying the product line, offering different styles, materials and price points that cater to various buyer segments.
Though the window treatment itself is the central focus, making the sale goes well beyond the product features. “Selling custom window treatments is about storytelling, and storytelling is about creating desire,” Vygovska said. “It’s crafting a narrative that merges the experiential with the product, weaving together creativity and functionality to create something truly special.” She focuses on building an emotional connection based on trust, shared values and a deep understanding of the client’s desires.
Industry professionals overwhelmingly agree that selling luxury means selling an experience that doesn’t end with the purchase decision. “Excellent communication, a white-glove concierge level of customer service, controlled lead times and outstanding quality are all part of how we sell luxury,” Murphy said. Custom measurements and top-quality installation are also musts.
But while selling bespoke products requires a thoughtful approach, that doesn’t necessarily make it a tougher sale. “I don’t find it at all difficult to sell clients on luxury,” Corrigan said. “In most cases, clients are delighted that we are taking the time to make every element of their home feel special and elegant. You would be amazed how often clients are not offered those extra elements that transform the window covering to extraordinary.”
“Excellent communication, a white-glove concierge level of customer service, controlled lead times and outstanding quality are all part of how we sell luxury.”
— Julie Murphy
EXCELL IN DESIGN
The Luxe Is in the Details
A bespoke window treatment is rarely a plain Jane. In fact, the more intricate the detailing, the better. “Every stitch, every fold, every detail speaks of refinement, designed to transform any space into a sanctuary of elegance,” Vygovska said.
Corrigan has no shortage of ideas for how to make draperies extravagant. “Carved pelmets, beautiful tassel tiebacks and holders, Italian stringing, goblet pleats, two complementary rows of tape trim followed by a scalloped tassel trim on the leading edge … truly, the list is only limited to one’s imagination,” he said. Custom hardware is also a popular way to add a special touch that turns an ordinary window covering into something special.
Luckett recently pulled out all the stops for a showhouse, adorning moiré taffeta-lined drapes with a tassel trim tape. Adding a layer of interlining to give a drapery more body is a common approach at Murphy’s workroom. “Bottom shapes on shades with an added banding can be a showstopper,” she added, while details like buttons or pleats hand-sewn to the ring can set a window treatment apart.
Embellishments like these are a great way to rework an existing window covering, provided the material can withstand the additional handling. “Tassels, tapes and beads can immediately elevate even the most basic treatments,” Luckett said, while Excell’s workroom routinely adds tiebacks, layers on a patterned valance or adjusts the drapery length for a more luxurious look.
When it comes to taking existing window coverings up a notch,
Corrigan has plenty of options at the ready. “Nothing adds a sense of luxury like beautiful passementerie,” he said. “Samuel & Sons, Houlès and Schumacher all offer the most amazing ranges of products that we have used to literally transform existing treatments with some trim and a glue gun!”
You Get What You Pay For … Sometimes
Does a luxury window treatment need to be tough on the wallet? Maybe … but maybe not.
Many of the details that define a bespoke solution require more materials or labor, which naturally adds to the cost. Then again, your personal idea of luxe might not break the bank.
“It’s all about the joy of thoughtful design and those special little touches that make your space feel extraordinary,” Excell said. “You can absolutely discover luxurious vibes through clever finds and creativity that don’t cost a fortune. It’s the feeling of indulgence that counts.”
Barrett noted that the idea of quiet luxury—also called stealth wealth— is taking hold, as many consumers want high quality without their consumption being so conspicuous. Citing Maslow’s Hierarchy of Needs, she said the concept revolves around personal fulfillment and self-actualization rather than acquiring more material objects.
As the drive to reflect our own unique style further permeates every aspect of life, high-end bespoke window treatments will only become more desirable. Bringing together the right products and a one-of-a-kind experience will turn those opportunities into lucrative business. V
THE FUTURE IS NEAR
Sustainability, wellness, bold patterns and artisanal craftsmanship will shape the windows of 2025—and beyond
As we look ahead to 2025, the world of interior design is brimming with fresh inspiration. From fabric innovations to broader trends that reimagine how we interact with our spaces, there’s an unmistakable shift toward sustainability, wellness and nature-inspired aesthetics. While the evolution of fabrics remains pivotal—offering new textures, materials and eco-friendly options—the larger design landscape is also undergoing a transformation, driven by a desire for serene, restorative environments that feel personal yet future-focused. Whether it’s fabrics, furniture or overall ambiance, these trends are poised to shape the homes of tomorrow in meaningful ways.
THE SUSTAINABILITY REVOLUTION
One fabric trend set to dominate home design for the foreseeable future is a focus on sustainability. A growing desire to protect the planet has permeated nearly every aspect of our lives, including purchasing decisions for both consumers and businesses. This shift is evident across the fabric industry and emerging interior trends for 2025, influencing not only the materials available but also their sourcing and manufacturing processes.
Window covering manufacturers are responding to the demand for eco-friendly fabrics with an expanding array of sustainable choices. Homeowners can now find draperies made of recycled fibers, roller shades crafted from renewable bamboo, roman shades constructed
hemp and honeycomb shades incorporating recycled polyethylene terephthalate (PET) plastic. These sustainable offerings blend form and function, allowing clients to choose window coverings that align with their values without sacrificing style or functionality.
Certifications like Oeko-Tex Standard 100 and GREENGUARD Gold are becoming mainstream, making it easier for designers and clients to select fabrics free of harmful substances, including volatile organic compounds (VOCs).
As manufacturers increasingly adopt eco-friendly practices, including reduced water use, minimized soil erosion and lower energy consumption, the trend toward sustainable fabrics will continue to grow. These techniques enable consumers and business owners to select window coverings, upholstery and other fabrics that contribute positively to the environment.
At the recent Heimtextil trend preview in Germany this past September, sustainability remained a cornerstone of innovation in textile design. The preview, entitled “The Future Continuous,” showcased an impressive range of sustainable materials, emphasizing the industry’s commitment to creating fabrics that are both beautiful and environmentally responsible. This commitment resonates with consumers who increasingly prioritize products that promote sustainability, making eco-friendly fabrics not just a trend but a lifestyle choice.
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A SHIFT TOWARD WELLNESS
The sustainability movement dovetails with another significant societal trend: improving physical and mental health, especially in a post-pandemic world. This drive translates into a greater demand for organic materials and fabric designs that evoke the tranquility of nature. In furnishings, this means more vegan leather, sustainable cork and linen. At the window, it involves a shift toward shading solutions made from natural materials like woven wood, bamboo, jute or organic cotton drapes.
Pantone recently introduced its New Age Pastels palette, 98 colors that reflect a growing preference for well-being. These pastel shades, in minty greens, warm browns and soft blues, hope to create calming environments that enhance overall wellness and foster a sense of peace and tranquility.
The trend toward wellness is also reflected in the rise of multifunctional fabrics that cater to both aesthetic and practical needs. Fabrics that are easy to clean and maintain are becoming increasingly popular, particularly in homes with children and pets. By offering both style and practicality, these fabrics address the modern homeowner’s desire for beautiful, livable spaces that support their well-being.
IT’S ALL IN THE DETAILS
Nothing adds a visual pop like adorning upholstery and window coverings with embellishments, and the variety of choices available caters to discerning clients seeking to make a design statement. Adding details to fabrics reflects a broader trend toward artisanal craftsmanship and the appeal of smallbatch materials over mass-produced options.
Designers and homeowners are gravitating toward fabrics that feature unique elements, allowing them to break away from the minimalist look that once dominated home design. As maximalism gains popularity, embellishments such as hand-stitching, custom embroidery, tassels, ruffles, fringe, contrasting piping, crochet work and leather strapping are making a statement. These distinct features are showing up throughout the home and especially at the window, where ribbon trim, contrasting tapes, border trim and pom-poms can transform the look of a roller shade, roman shade or drape.
With metallics shining bright in home accessories and hardware, it’s no surprise that they are also trending in upholstery and drapery fabrics. From subtle gold threads to bold sequins, manufacturers are experimenting with metallics to infuse fabrics with shimmer and shine, adding glitz and glamour to any space. This trend can transform a room from ordinary to extraordinary, elevating the overall aesthetic with just a few key pieces.
ARTISANAL CRAFTSMANSHIP
The trend toward artisanal craftsmanship emphasizes the value of handmade details and unique characteristics in fabrics. Homeowners are increasingly seeking out bespoke options that reflect their personal style and tell a story. Artisanal fabrics often feature intricate patterns, hand-stitched elements and distinctive textures that add depth and character to any design.
This desire for individuality is encouraging designers to explore collaborations with artisans and craftspeople, resulting in collections that celebrate traditional techniques and local craftsmanship. These collaborations not only support local economies but also create a deeper connection between consumers and the products they choose for their homes.
A LAYERED APPROACH
In another nod to the shift away from minimalist design, fabrics are sporting more pattern and more texture. Homeowners are combining multiple types of bed linens in contrasting patterns, colors and textures—and this layering extends to window coverings as well. Pairing different window covering types and mixing textures creates more visual interest and improves climate control.
One popular combination is a sheer drape over a harder-fabric shade or blind, softening the look and creating visual contrast. Homeowners are showing a willingness to experiment with various materials at the window, moving away from safe choices. This might manifest as heavily patterned drapes against understated neutral walls or the juxtaposition of bold prints with simpler designs.
Layering not only serves a decorative purpose but also enhances functionality. By using multiple layers of window treatments, homeowners can better control light and privacy, tailoring their spaces to their needs throughout the day. This approach reflects a growing awareness of the importance of personal comfort and individual preferences in home design.
PARETE
KRAVET
WEAVING TOGETHER PATTERN AND TEXTURE
As layering becomes more popular, the art of combining patterns is emerging as a key skill for designers and homeowners alike. The ability to mix different patterns harmoniously can elevate a space and create a dynamic visual experience. Trends indicate that homeowners are increasingly open to experimenting with bold patterns and textures, embracing a more eclectic approach to design.
In a clear departure from minimalist design, fabrics are embracing bolder patterns and richer textures. The evolving textile landscape reveals that consumers are increasingly unafraid to express their style through fabrics, whether opting for adventurous patterns or soothing textures inspired by nature.
Spring design shows showcased a diverse array of fabrics bursting with pattern and texture. From contemporary geometrics to nostalgic tartans, stripes and florals, fabrics are breaking out of the neutral zone and making significant design statements. This diversity allows for contemporary furniture upholstered in retro patterns or classic shapes adorned with modern designs.
Prints inspired by nature are gaining traction, seamlessly blending indoor and outdoor environments. Fabrics adorned with botanical motifs or tropical prints are becoming increasingly popular, encouraging a harmonious relationship with nature.
The evolution of texture is equally apparent. Designers and clients are embracing a wider range of options, from vintage chintz to luxurious velvets
in solids and patterns. Textured bouclés in low-key neutrals and playful hues reflect a preference for imperfection over mass production. Nubby textures, while seemingly less refined, can convey sophistication when used thoughtfully.
WHAT’S NEXT ON THE HORIZON?
While predicting the future of textiles is not as simple as gazing into a crystal ball, clues abound in the latest trends. Major design shows serve as a barometer for fabric innovations, and professionals at Coulisse recently identified key trends at Milan Design Week. They noted an ongoing emphasis on blending indoor and outdoor living spaces, a trend accelerated during the pandemic as consumers sought to create retreat-like environments at home.
This blending manifests in fabrics that work seamlessly in both indoor and outdoor settings, utilizing colors that evoke nature. Coulisse anticipates continued interest in simplicity and earthy connections as responses to the complexities of modern life. The same trends were found at Maison&Objet, where the exhibition was packed with a palette of rich browns, warm ochre tones and other earthy shades, alongside the idea that spaces should leave room for the environment. Expect a wider range of whites, neutrals and terrestrial tones like terra-cotta to emerge as soothing choices.
The enduring power of color and its emotional impact will continue to influence fabric selections. The heightened focus on personal well-being and environmental consciousness will shape future offerings, encouraging designers to create fabrics that resonate with consumers on a deeper level. V
MOMENTS & MILESTONES
From groundbreaking product launches to showroom openings, this past year was packed with making waves, celebrating anniversaries and impactful contributions. Here’s a look at some of the moments that made their mark in 2024.
10 Years Strong Beyond Shades
In a year full of celebrations, Beyond Shades marked its 10th anniversary. Founded by Rachel Gregersen, the business began in her spare bedroom and has since expanded into a 2,000-square-foot gallery serving all of Chicagoland. From humble beginnings to becoming a local favorite, Beyond Shades has accumulated several accolades, including Best of Houzz and recognition by Forbes
An Inspiring New Showroom Brave Maggie Designs
Jennifer Holaday of Brave Maggie Designs opened a new showroom in 2024 to better serve her growing clientele of designers and retail customers. With a focus on providing a welcoming, homelike space for clients to explore a variety of fabrics and window treatments, the showroom became a place for inspiration and collaboration. With its vibrant, coffee-friendly atmosphere, the showroom has transformed how her clients approach design, speeding up the decision-making process and elevating creative partnerships.
Elevating Shade Performance Texstyle
Texstyle, a division of Rollease Acmeda, introduced the innovative Kleenscreen Blackout fabric in 2024. This groundbreaking fabric provides complete blackout capabilities without the need for a traditional coating. Durable, cleanable and aesthetically seamless, it’s perfect for large spaces and open-roll systems. Certified for safety and sustainability, Kleenscreen Blackout revolutionizes how roller shades are made.
A Dream Realized Stitch Above the Rest
After years of working out of her home, Elizabeth Gerdes opened Stitch Above the Rest’s first showroom and workroom in February 2024. This unique combination space, the only one of its kind in her area, allows Elizabeth to offer both design services and fabrications under one roof. The new location is the culmination of Elizabeth’s dream to provide personalized service to her client base in the Atlanta area.
A Decade of Bold Design
Rachel Moriarty Interiors
Rachel Moriarty celebrated the 10-year anniversary of her design firm in 2024 with a bold new project: a ground-up build of a modern Spanish-style home. This milestone highlights her signature “modern global maximalism” design philosophy, emphasizing rich textures and bold colors. With more than 100 spaces completed, Rachel continues to push creative boundaries and inspire the design community.
Illuminating Innovation Radiant Blinds
This year saw the launch of Lumina Shutters by Radiant Blinds, a world first in window treatment technology. These innovative shutters feature light-producing louvers that mimic natural sunlight, offering homeowners both ambient lighting and stylish window coverings in one. The introduction of smart controls has placed Lumina Shutters at the forefront of the smart home movement, marking a breakthrough in how window treatments can enhance living environments.
90 Years of Excellence
Metropolitan Window Fashions
Marking 90 years in business, Metropolitan Window Fashions has become synonymous with quality and style in New Jersey’s window treatment industry. Founded in 1934, this family-run company has built its reputation on personalized service and expert craftsmanship. From custom drapery to innovative designs, Metropolitan Window Fashions continues to set the standard, proudly serving generations of customers with the same commitment to excellence that has defined them for nearly a century.
Revolutionizing Motorization Cronopower
Colorado-based startup Cronopower took the 2024 International Window Coverings Expo show by storm, winning Best New Product. Its innovative charging system for rechargeable battery motors lowers the cost of wired motorization while offering backup power during outages. With its ability to make motorized installations more affordable, Cronopower is transforming the industry, bringing motorized shades to more homes.
Celebrating 40 Years Drapery Montage
Founded by Edith Williamson in 1984, Drapery Montage has grown from its start in a two-car garage to a thriving workroom and design studio. Edith's journey, from a newly arrived Hungarian immigrant with a love for sewing to a Window Fashions Certified Professional and business owner, is a story of perseverance and passion. Specializing in classical European designs, Drapery Montage continues to set the standard for custom drapery, now operating out of its own state-of-the-art facility.
Honoring a Design Pioneer Interior Solutions
Emmy Williams, founder of Interior Solutions, Inc., was inducted into the prestigious ASID College of Fellows in August 2024. Her impactful legislative work includes leading a team that passed two crucial bills in 2008, protecting interior designers from sales tax on services and advocating for seven years on legislation allowing Registered Interior Designers to stamp and seal drawings—a landmark bill that passed in 2021 as the first of its kind in the nation. Emmy’s advocacy has left a lasting impact across North Carolina and the nation, continuing to inspire future generations of designers.
Join IWCE in the Sunshine State
Take your window treatment business to the next level
Get ready to soak up knowledge on the sunny shores of West Palm Beach, Florida, at the International Window Coverings Expo (IWCE) 2025! This event is where the latest trends meet top-tier education, offering valuable insights and networking opportunities. Discover cutting-edge innovations and connect with industry leaders while fueling your creativity.
Whether you’re looking to enhance your business or spark new ideas, mark your calendar for April 14-16—your next big breakthrough starts here. And don’t forget to pack sunscreen.
REGISTRATION NOW OPEN!
Early bird registration is now open until January 3, 2025. Make sure to register by 11:59 p.m. on January 3. For more information, scan the QR code or visit IWCE-Vision.com
Early registration ends January 3, 2025
IWCE 2025 Speaker Spotlight
Elevate your expertise with these industry leaders
DEB BARRETT
Creative catalyst and design confidante Deb Barrett has over 30 years in the industry, taking her down diverse paths as a designer, a speaker, aan educator and a consultant. She founded Window Dressings, a couture window treatment firm near Chicago, merging her passions for design and soft furnishings. An accredited speaker and IDCEC CEU provider, Deb has received the Educator of the Year award from WithIt and the Window Coverings Industry Icon Award. As a consultant, she attends trade shows and design events worldwide, tracking trends and innovations. She co-founded Décor Tours to give designers access to premier design destinations.
CARSON CARBY
Carson Carby is the head account manager at Creekmore Marketing, leading the company’s largest department. She works closely with her team to optimize marketing campaigns and ensure strong client retention by diving deep into digital strategies that deliver measurable success. With oversight of more than 300 unique marketing campaigns across a variety of strategies, she plays a key role in Creekmore’s client success.
KATIE CREEKMORE
Katie Creekmore is passionate about working closely with businesses to understand their unique challenges and provide strategic marketing solutions that lead to growth and success. As the business development manager at Creekmore Marketing, Katie partners with a team of digital marketing experts to develop tailored strategies that help businesses overcome obstacles and achieve their goals. With her deep knowledge of the window treatment and interior design sectors, she excels in creating impactful campaigns.
KATY ENYEART
Katy Enyeart is passionate about helping businesses achieve their goals through the dynamic power of social media. As the head of social media at Creekmore Marketing, she excels at growing clients’ accounts, building brand awareness and running impactful ad campaigns. With her keen eye for design and creativity, Katy and her team bring clients’ visions to life, crafting engaging content that resonates. Her love for small businesses, problem-solving and continuous learning fuels her drive to stay ahead in the ever-evolving social media landscape.
ANN JOHNSON
Ann Johnson brings more than 32 years of experience as a workroom owner. She is a dynamic instructor for seminars and handson classes in fabrication, pattern drafting, efficiency, pricing, workroom layout and more. She offers extensive experience in private training and consultations. Ann authored “The Professional Workroom Handbook of Swags I & II” and published Kitty Stein’s “Price Your Work with Confidence!” She is a popular instructor for IWCE, CWC and The Workroom Channel.
WILL LINN
Will Linn, workroom manager at Marquis Design Group, expertly transforms creative designs into stunning realities. From upholstered walls to custom beds, Will ensures every piece meets the highest standards of quality and durability.
JOHN MACKENZIE
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 his career as an installer nearly 20 years ago and went on to work in a variety of roles in both the residential and commercial sides of the industry. While John has spent most of his career in sales and outreach to the architectural community, his true passion lies in product design and innovation.
NEW SPEAKER
NEW SPEAKER
NEW SPEAKER
NEW SPEAKER
MADELEINE MACRAE
Madeleine MacRae is the CEO and cofounder of Legacy Leadership Institute. She is a growth specialist who brings thoughtprovoking, practical, usable content that accelerates implementation and secures long- and short-term results. She loves the grit and determination of small- to midsize business owners and has dedicated her career to helping them and their teams.
ROGER MAGALHAES
Roger Magalhaes holds numerous certifications from various leading product lines and proprietary installation techniques. He is a regular columnist for Window Fashion VISION and a national presenter/speaker. Additionally, he has been a member of the Window Coverings Association of America since 2006 and, currently, he holds the position of national president.
O’D
MCKEWAN
O’D McKewan is the product coach for WindowCoveringWorld.com. He is a master of motorization and a leader in the motorized window covering field. He has more than 20 years of hands-on experience with motorized window coverings, including fabrication, installation and selling. His classes are highly sought after and attendees really appreciate his ability to take complex information and make it very easy to understand. O’D works with clients worldwide and has been involved with motorization of yachts, RVs, custom homes and high-rises, government facilities and corporate commercial buildings.
VINCE
NIGARA
Vince Nigara has 47 years of experience as an entrepreneur in two different industries, 42 of those years specifically in the window covering industry. He’s the vice president for two different window covering franchises and operates a top 1% window covering company for profits in the industry.
KATHY CRAGG PACE
Kathy Cragg Pace is a beacon of growth, expertly guiding window treatment and design sales professionals toward their deserved success. In a sea of sales sameness, she helps design sales pros master an irresistible selling experience by prioritizing human connection and trust-building over traditional closing tactics. With an extensive career leading award-winning franchises and networks, Kathy’s innovative methods have influenced $450 million in sales. She shares valuable insights, memorable stories and resources at KathyPace.com.
DAVID SANTIAGO
David Santiago is an award-winning designer and the owner of Casa Santi Interior Design. His signature Strictly Santi brand reflects his diverse talents, with lighting and wallcovering collections for hospitality and residential markets. As a guest designer on the Emmywinning series “George to the Rescue” and a design and lifestyle correspondent for CBS NY’s “The Donna Drake Show,” David showcases his expertise. Recently, he joined TiedIn Media’s creative team, focusing on public relations, directing and producing. He also serves as artistic director for MyFace.org and is a contributing editor for Metropolitan magazine.
DONNA SKUFIS
Donna Skufis’ passion for creating beautiful and unique window treatments and soft furnishings has fueled her 43-year business. Initially in retail—selling, fabricating and installing—she now focuses solely on wholesale fabrication. Her love of challenges drives her to tackle difficult projects that showcase her engineering skills. Teaching others to fabricate window treatments is a major life goal. Since 2000, she has taught with Cheryl Strickland, CHF Academy and The Workroom Channel, among others, sharing her expertise and experience with aspiring designers.
NEW SPEAKER
SANDRA VANSICKLE
Sandra VanSickle, an esteemed leader in the industry, strives to educate, inspire and promote others in the window covering industry. With her 30-plus years of knowledge and workroom experience, she’s committed to passing along what she has learned through online and hands-on classes, articles and speaking engagements for those seeking professional training in the custom window treatment segment of the industry. In Apex, North Carolina, Sandra is the proud owner of Sew What’s New, LLC, a wholesale custom window treatment workroom and training center. She’s also the director of IWCE’s Artisan Atelier.
VITA VYGOVSKA
Vitalia (Vita) Vygovska is the founder and CEO of Vitalia Inc., a distinguished custom luxury window treatment atelier serving Architectural Digest-featured designers, renowned architects and leading hospitality organizations. Through meticulous attention to detail and a signature turnkey approach, Vitalia Inc. consistently delivers magazineworthy results while helping clients realize 20% margin gains. Vita’s skills have been deployed on both residential and commercial projects, including Palm Beach estates, Philadelphia penthouses, oceanfront villas and award-winning boutique hospitality gems.
MICHELE WILLIAMS
Through her two companies, Scarlet Thread Consulting, a client-facing coaching program, and Metrique Solutions, a robust financial software platform, Michele Williams helps entrepreneurs understand their numbers confidently. Michele is a champion for creative entrepreneurs, serving as a change agent to facilitate building scalable and profitable businesses. Her empowering work has been applauded by the Business of Home, Mydoma Studio and the American Society of Interior
5 Can’t-Miss Seminars
Get ahead of the trends with these must-see IWCE 2025 sessions!
Textile Tech Support
Date: Monday, April 14
Time: 9:00 a.m.–10:15 a.m.
Speaker: Deb Barrett
Close a Sale or Open a Relationship for Life
Date: Monday, April 14
Time: 3:00 p.m.–4:15 p.m.
Speaker: Kathy Cragg Pace
Sell Transformations Not Window Treatments & You’ll Thrive in Design Sales
Date: Tuesday, April 15
Time: 9:00 a.m.–10:15 a.m.
Speaker: Kathy Cragg Pace
Deliver the Luxury Window Covering Experience 2.0
Date: Tuesday, April 15
Time: 10:30 a.m.–11:45 a.m.
Speaker: Deb Barrett
SUPERSESSION:
Mastering Motorization
Date: Wednesday, April 16
Time: 9 a.m.–12 p.m.
Speaker: O’D McKewan
For the entire lineup, seminar descriptions and full schedule, visit IWCE-Vision.com/seminarsataglance
Many Happy Returns
These industry professionals are paying it forward by giving back
As the holiday season approaches, a spirit of generosity and giving fills the air. From donating materials to collaborating with local charities, businesses are finding unique ways to give back and make a positive impact. This year, they have stepped up, using their products and resources to help those in need while fostering a culture of generosity and community engagement within their teams.
Home Sweet Home
They say that home is where the heart is, and for Heather Hill, owner of Hill Drapery Design in Phoenixville, Pennslyvania, it’s where her desire to make a difference takes root. For the last two years, Hill has been involved with Marvin’s Home, a local nonprofit organization that provides furniture to young adults transitioning out of homelessness or foster care. Founded by residential designer Mel McDaniel, Marvin’s Home turns empty spaces into warm and welcoming homes through furniture and accessory donations from designers and the surrounding community.
“[These young adults] can come home to a space that is pretty, warm and cozy—a place they can be proud of and show off to their friends—it sets them on a path to be successful. The best stories I hear are when the recipient says, ‘I love my bedside table lamp.’ The simple things that we all take for granted are another’s prized possession,” said Hill. “It makes your heart full.” Over the past two years, Marvin’s Home has transformed 65 living spaces, offering young people not just furniture but a sense of stability and comfort in their new homes.
Think Outside the Box
Gotcha Covered of Newport, Rhode Island, found a creative way to reduce landfill waste while supporting local organizations and communities. Team Newport donates cardboard boxes, packing filler and other scrap materials
“Like Nike says, ‘Just do it.’ You won’t regret it—it will come back to you tenfold.”
—Randy Meppelink, Window Products
MARVIN′S HOUSE
to community partners, including a local farmer who uses the cardboard for weed suppression and an artist group that repurposes discontinued fabric scraps for creative projects. Even the foam and bubble wrap that originally protected shades are repurposed and donated to a local food pantry that supports itself with a thrift shop.
“Giving back and being eco-friendly is at the heart of what we do,” said Gotcha Covered’s Kristin Re. “Reducing our landfills by supporting other businesses that [in turn] support our food system and the less fortunate is a source of pride within Team Gotcha Covered of Newport.”
Building Homes, Building Hope
During a mission trip with their church, Randy Meppelink and his family helped build a home in Juarez, Mexico, through the nonprofit Casas por Cristo, which serves Mexico, the Dominican Republic, Nicaragua and Costa Rica. “The house was only 20' x 25', but it housed a family of five,” Meppelink recalled. “We noticed that none of the windows had coverings. In such a densely populated area, we knew the girls needed privacy and security. So, we went to a local Walmart, bought shades and covered the windows.”
On the way home, Meppelink and his sons came up with a lasting solution. “Since Window Products is a shade manufacturer, we realized we could use our scraps to make window coverings and donate them to Casas por Cristo,” he said. Since then, they’ve provided shades for more than 150 homes, giving families much-needed privacy, security and comfort.
The employees at Window Products are deeply involved in the initiative, donating their time to manufacture the shades and even joining the home-building trips. These charitable efforts not only change the lives of the families receiving donations but also foster a sense of purpose and fulfillment within the company.
Paws for Compassion
At Mermet USA, giving back is driven by a sense of local responsibility. Through their Weaving Change initiative, the company selects a charity to support each year. In 2024, they focused their efforts on Service Dogs for Veterans, an organization that pairs veterans with companion and service dogs.
“We covered the full cost of sponsoring a veteran and their paired dog through the training program,” said Niki Fowler, marketing manager at Mermet USA. “Daisy, the service dog, has greatly improved [our sponsored veteran’s] quality of life, helping him manage anxiety and stress in public. Daisy has become a caring companion, and we are proud to have sponsored this amazing team.”
Mermet’s employees contributed through donations and company raffles, strengthening their company culture.
“Giving back has fostered a sense of community and shared purpose,” Fowler added.
GOTCHA COVERED
CASAS
POR CRISTO
A Tapestry of Shared Stories
For Mandy Lloyd, owner of Mr. Blinds in Searcy, Arkansas, giving back this year carried special significance. After completing the SBA Emerging Leaders Program, one of Lloyd’s top goals was to give back to the community. When the opportunity arose to contribute to the new library in town, Lloyd knew it was the perfect way to honor her late mother-inlaw, Marcie Lloyd, who had been a fifth-grade teacher and a passionate supporter of libraries. “Our donation, in some small way, is honoring her and many other ‘Friends of the Library,’” said Lloyd.
In collaboration with Springs Window Fashions, the Mr. Blinds team donated solar shades for the library’s grand opening this past September. “Our team is comprised of young people who live in this town,” Lloyd said. “Their families will be part of this library for many years to come. We are honored to be part of the project.”
Hope Springs Eternal
Candy Kavanagh, owner of Weston Design in Shelburne, Vermont, has a deeply personal connection to the cause she supports. For the past eight years, Kavanagh and her husband have navigated his cancer journey, often staying at the American Cancer Society’s Hope Lodge in New York City. In gratitude for the support they received, Kavanagh wanted to give back in a meaningful way. She designed a 120-foot terrace for the Hope Lodge, creating a tranquil outdoor space for cancer patients, caregivers and families to enjoy during their stay.
With the help of donated funds from Lowe’s and Kavanagh’s trade discounts, she was able to create a sanctuary for those wanting to escape the hustle and bustle of New York City or have a moment of peace and reflection after a hospital visit. “The terrace is a crucial way to experience comfort in the outdoors without being in all the foot traffic,” Kavanagh explained. “I designed it so there are areas to gather and areas to be alone. People nap on the sofas, grill outside and partake in a little barbecue, meditate quietly in front of one of the Buddha statues or just sit and enjoy the skyline. It’s comfortable and beautiful; just as though you were at a spa, not at a cancer treatment housing facility. You can feel at home while being away from home and experience ways to relieve the worries cancer journeys so easily bring.”
Constructing a Brighter Future
Rollease Acmeda’s commitment to giving back took root in 2024 through its hands-on work with Habitat for Humanity. Twenty associates from the company’s Connecticut and North Carolina offices volunteered in Coastal Fairfield County, Connecticut, and Catawba County, North Carolina, to help construct homes for families in need. One project included building a home for Andrea and her three grandchildren, a family who tragically lost their mother. By engaging directly, Rollease Acmeda not only provided physical labor but also explored opportunities to donate window coverings, motors and other materials for future builds. This initiative not only positively impacted the families they served but also strengthened teamwork and a shared sense of purpose among its employees. “It’s about creating lasting, sustainable change,” a company representative shared. This hands-on involvement embodies Rollease Acmeda’s dedication to fostering thriving communities and providing stability for those in need.
HOPE
LODGE
ROLLEASE ACMEDA HABITAT FOR HUMANITY
United in Giving
Insolroll’s Workplace Giving Program empowers employees to contribute to impactful initiatives within their community and beyond. Established in 2015 by owners Dave Friedlander and Rick Pease, the program enables all employees to support various causes, from providing food and essential services to families in need to wildlife conservation. Insolroll matches employee paycheck donations, amplifying the impact, and organizes volunteer events, where employees deliver food, sort donations and more. They support nine nonprofit organizations, including Boulder Food Rescue and Ronald McDonald House, based on employee input, ensuring their efforts resonate with the team. This approach not only makes a difference in the community but also strengthens the company’s culture, fostering a sense of purpose, belonging and commitment. Through annual updates, employees see the collective impact of their contributions, reinforcing the idea that, together, they can make a bigger difference.
“Giving back has fostered a sense of community and shared purpose.”
—Niki Fowler, Mermet USA
The Fabric of Community
For Harriet Erskine-Joseph, owner of On-Site Drapery Cleaning, giving back means supporting a community close to her heart. “For several years now, we’ve been cleaning the carpets in preschool and offering to clean the teachers’ chairs for the new school year,” she explained. Her son attended the same elementary school 20 years ago, making this contribution even more special. “The teachers are always appreciative, and it’s our small way of giving back to the local school community.”
LITTLE
Similarly, Margi Kyle, owner of Designing Doctor in North Carolina, brings comfort to children facing difficult times through her Angel Blankets project. By repurposing used wedding dresses into blankets, she offers warmth and peace to babies in need. “Our kids are our future,” Kyle said. “These blankets offer comfort during their difficult times.”
In collaboration with Little Smiles of North Carolina, Kyle’s initiative has touched the lives of countless children, inspiring others to join in and make a difference.
Companies across the industry are also finding that giving back benefits not just the communities they serve but their own internal culture. Gotcha Covered, for example, hosts “tape-removing parties” to prepare donated materials, while Window Products organizes team trips to participate in charitable projects. Drapery Connection in Lincolnshire, Illinois, known for supporting Feed My Starving Children, SCARCE, Operation Support Our Troops and SOS Children's Villages of Lockport, Illinois, has built a culture of generosity that strengthens team morale and fosters a deeper sense of purpose.
Building Bridges Through Generosity
From local initiatives to global missions, companies are finding creative ways to support those in need while staying true to their core values. The impact is felt not just by the recipients of their generosity but by the employees and communities that rally around these causes, proving that the spirit of giving can be a powerful force for good.
For businesses looking to make a difference, the message from those already involved is clear: Start small, find causes that resonate with your team and embrace the opportunity to give back. As Meppelink put it, “Like Nike says, ‘Just do it.’ You won’t regret it—it will come back to you tenfold.” V
Threads of EXCELLENCE
Celebrating the 2024 Grace Awards of Excellence Winners
The window covering industry is a vibrant tapestry of creativity, where artistry seamlessly intertwines with practicality. This year’s Designer of the Year, Linda H. Bassert of Masterworks Window Fashions & Design, and Artisan of the Year, Sheri Stouffer of Finishing Touches, both perfectly embody this balance. The Grace Awards honor excellence in design, detail, and customization, judged by experts in the field. Selection criteria include project quality, client satisfaction, experience, competition entries, commitment to education, and industry contributions.
LINDA H. BASSERT Designer of the Year
Masterworks Window Fashions & Design
Fairfax, Virginia
Linda H. Bassert’s path to becoming a leading figure in window coverings began unexpectedly. After graduating from Dickinson College, she entered a management training program at Montgomery Ward department store, where a serendipitous turn of events led her to the Bedding and Drapery department. There, she discovered her passion for custom window treatments, an interest that grew during her years working with various retailers across several states.
In 2006, Linda founded Masterworks Window Fashions & Design, in Fairfax, Virginia. With more than 18 years of experience behind her, she became the design principal, managing a dedicated team that brings clients’ visions to life. “My business name reflects a commitment to excellence and a connection to art,” she explained.
Winning the Designer of the Year award means more to Linda than just professional recognition; it symbolizes a personal triumph. Two years ago, she underwent open-heart surgery, which forced her to close her business temporarily. “I wasn’t sure
I would have a business again,” she admitted. The award is not just a mark of achievement but a testament to her resilience and the unwavering support from clients and colleagues during her recovery.
Linda’s design philosophy centers on collaboration and personalization. “I regard myself as a salesperson first and a designer always,” she said. “Sales is the job of finding a need and filling it. If you cannot listen to your clients, understand what they are really looking for and sell it, you are not helping your clients.” Her projects often draw inspiration from art, architecture and nature, culminating in designs that resonate with her clients’ lifestyles.
Current industry trends excite Linda, particularly the return of softness to window treatments and the resurgence of jewel tones. “Even modern clients are appreciating more fabric in their homes,” she noted. Additionally, she welcomes advancements in motorization technology, which has made automated solutions more accessible.
BOB NAROD, PHOTOGRAPHER, LLC
SHERI STOUFFER
Artisan of the Year
Finishing Touches
Castle Pines, Colorado
Sheri Stouffer, the Artisan of the Year, brings a unique perspective to the window covering industry. With more than 22 years of experience, she operates Colorado’s Finishing Touches, a one-person drapery workroom where she handles the entire process—from design to installation. Her journey began with a desire for change after becoming pregnant with her son. After retiring from outside construction product sales, she took sewing classes and enrolled in a drapery program while four months pregnant, leading her to establish her own business. Or as Sheri puts it, “In 1999, I gave birth to a baby boy and a window covering business."
Winning the Artisan of the Year award is a humbling experience for Sheri. “I have admired and been inspired by others in this industry,” she shared. Her commitment to detail, honed during her time at Auburn University’s interior design program, drives her work. “It’s all in the details,” she stated, emphasizing her meticulous approach.
Sheri’s projects often feature unique details that complement the overall design of a space, pushing her creativity. Among her favorites are the ones that challenge her skills and allow her to explore new techniques. Current trends, such as the popularity of romans and drapes and the affordability of motorization, invigorate her work.
“Motorization has greatly improved over the years,” she observed, highlighting the evolving landscape of the industry.
For those starting in the custom window treatment field, Sheri encouraged engagement with industry organizations and networking opportunities. “Don’t be shy to ask questions; we all started in the same place,” she advised. Her passion for learning underscores her belief that continuous education is essential in this diverse industry. V
FINISHING TOUCHES
An Even Smarter Home
Missed CEDIA 2024? Not to worry—we’ve recapped all the highlights, straight from the show floor!
Denver once again welcomed thousands of smart home technology professionals at CEDIA, all eager to explore the latest and greatest in home automation. As always, the show proved to be the perfect launchpad for innovative offerings across the spectrum—from amped-up motorized shades to improved integration and enhanced home lighting.
Powering Up at the Window
With motorized window coverings dominating the scene, it was no surprise to see new innovations for powering and charging these solutions.
Hunter Douglas launched a new Solar Charger Kit that uses lowlight harvesting to provide reliable charging for its PowerView Automation shades, even in areas with limited exposure to sunlight. Now homeowners can conveniently power most rechargeable PowerView shades without doing it manually—yes, even on those north-facing windows. No more worries about how to recharge shades in a vacation home that’s hours away, on hard-to-reach windows or across a large home with dozens of motorized shades. But what really caught our eye—and will surely captivate installers— was the wide range of solar charger mounting options, including a direct-to-glass mount that optimizes solar harvesting.
Another head-turner in this category was Reaktor, a power distribution unit that uses patent-pending technology to power
up to a whopping 22 shades while eliminating up to 99.75% of wasted energy for major cost savings. Though the manufacturer (Modern Atomics) is new, its founders hail from well-known companies like NetStreams, Crestron and AMX. Reaktor’s small footprint, solar power compatibility, affordable cost per motor port and ease of installation (no licensed electrician or conduit needed!) are sure to grab the attention of dealers and designers.
Taking Programmability and Integration Up a Notch
Today’s homeowners want to program their smart home components with ease and integrate them for convenience— and CEDIA offered new ways to do both.
Among the 20-plus new features that Crestron introduced, its new scene programming capabilities really generated some buzz. Crestron Home OS 4 now makes it easy to personalize home automation scenarios to the homeowner’s lifestyle and preferences, using powerful logic that triggers an action based on certain conditions. Want your shades to close, your lights to dim and your speaker volume to increase automatically when you start streaming a movie? No problem! We expect dealers will love the opportunity to offer this degree of customization, especially since the system makes even the most complex scenarios simple to set up.
Another noteworthy motorized shade programming option came from Lutron, which showed off its new Natural Light Optimization (NLO) feature. NLO automatically adjusts the shades based on the sun’s position, using data such as the home’s longitude and latitude and the window’s orientation. It’s effortless to get the exact amount of natural light desired, whatever the season or time of day. And it’s fast and simple for integrators to set up and customize using preprogrammed templates.
We were also wowed by Sol-Lux’s home automation integration capabilities. Sure, its Mirage and Freedom awnings are powered by Somfy technology and controlled by the Somfy Situo Remote, but when you pair these products with the Somfy TaHoma Hub, you also get seamless integration with voice assistants and home automation systems like Amazon Alexa, Google Home Assistant, Control4 and many others. And since they’re compatible with the Bond Bridge Pro Hub and Bond Home App, homeowners can control them alongside all their motorized shades, screens, louvers, ceiling fans and even outdoor low-voltage lighting—anytime, anywhere. They call it a unified smart home experience, and who wouldn’t love that? It’s sure to be a big draw for consumers who continue to invest in luxurious, convenient outdoor living.
Motorization Gets a Fresh Look
When last year’s CEDIA attendees asked Draper if it would offer a cassette version of its new FlexStyle motorized roller shades, the company got to work and had the product ready for this year’s show. Draper® At Home debuted FlexStyle Cassette, featuring a choice of curved or square profiles, wrapped in matching fabric available in hundreds of colors, textures and openness options, with finishes ranging from textured bronze to a variety of matte colors. They’re not just beautiful and elegant, they’re simple to install and powered by Somfy for easy integration with smart home systems—two more reasons dealers and designers will be flocking to this product line!
The folks at Window Modes showed off their modernization enhancement, too, getting lots of attention for their Blindspace concealment systems. Attendees loved the fact that Blindspace can conceal motorized or manual shades in any type of window, skylight or gable: No more ugly exposed cords and channels, just lots of style. The versatility of this standout solution was evident, with separate product lines for standard roller shades and custom-size boxes, along with a TrackTrim solution that works with recessed drapery systems from well-known brands, blending tracks flush with the ceiling for a seamless look.
Drapery Takes the Spotlight
Drapery is having a moment right now, and that drew several manufacturers to showcase their latest drapery solutions at CEDIA.
The Bradley Collection displayed an alternative to the relatively plain drapery tracks found on many motorized systems—a big problem when the tracks can’t be concealed. Its newest electric drapery rods are available in striking designs clearly meant to be seen. It’s a great way to give homeowners all the functionality of a motorized drapery solution (compatible with in-demand Lutron and Somfy motors) with the high-end design they’ll be eager to flaunt. We love the full range of options, too—from the opulence of the Eclipse line to the sharp design of Linear and the seamless look of the full-round-pole Drive collection, all available in a huge variety of colors and finishes.
Lutron is improving drapery modernization, too, with a recessed drapery system that combines the best of technology and design to make window drapes just as functional as they are appealing. The system disappears into the ceiling for a clean, seamless look that works with any design scheme but doesn’t sacrifice functionality. Homeowners can still operate their drapes with the press of a button or using an intuitive pull-to-start feature for the ultimate in convenience and sophistication. As impressed as we were with these and many more innovative products on the CEDIA show floor, we know this is just the beginning of a major transformation. We’ll be eager to see how home automation keeps evolving to keep up with consumer demand! V
Smarter, Brighter Living
PowerShades took to CEDIA to debut a new line of smart lighting solutions—a clear signal that the motorized shade manufacturer is making further inroads into home automation. It’s offering both Down Lighting (with the versatility to use with any control system) and Flex RGBW Strip Lighting (driven by Converging Systems’ eNode controllers). Judging from all the different sizes, styles, colors and lighting angles available, we’re confident designers and their clients will find the aesthetic they’re looking for.
Meanwhile, Crestron keeps building out the smart home ecosystem with the ability to integrate more smart lighting into its Crestron Home platform. We love how Crestron now integrates with the Lutron Ketra collection, giving homeowners even more options that suit their style while allowing them to control nearly all their lighting from one place. The new Crestron Home SIMPL Integration Modules grabbed our attention, too—an even easier way for dealers to customize home lighting projects.
For the fifth year, we are recognizing the trailblazers who are shaping the future of the window treatment industry! These standout millennial and Gen Z professionals ages 18 to 39 are leading the way by embracing innovation, driving trends and pushing the boundaries of what’s possible in their field. They’re not just following the latest advancements—they’re creating them.
Window Fashion VISION proudly presents the 20 Under 40 Class of 2024, honoring those who are making their mark today and setting the stage for tomorrow’s success. Without further ado, let’s celebrate this exceptional group. Time to raise your glass and cheer for this year’s best in class!
BLAIR BANDY 37, Project Manager
Refurnish
Blair has quickly become a top project manager at Refurnish, handling over half a million dollars in sales within her first four months. Her dedication to customer service and eagerness to learn have made her an invaluable asset to her team. When not acting in the role of educator, bridging knowledge gaps for emerging designers, Blair volunteers her time at animal rescues, demonstrating her commitment to both her professional and charitable endeavors.
FAITH BOONE
22, Head of Residential Department
Tableaux Architectural Panels
At just 22, Faith is a dynamic force in the window covering industry. From starting as an account manager at Tableaux to leading the residential department, she’s known for her creativity in custom hardware solutions. Balancing her professional journey with motherhood, Faith’s resilience shines through. Her ability to innovate while nurturing her first child showcases her dedication and drive, making her a rising star and an inspiring figure for the next generation of leaders in the field.
TAYLOR DENNEY 31, Trainer
Bloomin’ Blinds Corp
Taylor has dedicated over five years to mastering the window covering industry, starting in inside sales and evolving into her current role as a product knowledge expert at Bloomin’ Blinds. Taylor plays a critical role in training new franchise owners and has significantly contributed to the company’s success by developing comprehensive training programs. Her hands-on approach and commitment to empowering others through education have made her an indispensable part of the team and a driving force behind the company’s growth.
NATHAN ELDRIDGE 38, CEO
Franchise Support Services
Nathan has revolutionized the window covering industry through his innovative use of technology. His most notable contribution, the FSS Window Pro app, integrates Bluetooth measuring tools with cloud-based data management, reducing errors and improving efficiency. Nathan honorably served in the U.S. Army with military intelligence until his retirement in 2008 due to injuries sustained while on active duty. His dedication to service and country is a testament to his resilience and commitment.
DARIN FILHABER
37, Director of Sales and Operations
Marquis Design Group
Darin’s journey in the window covering industry is defined by her commitment to learning and growth. As director of sales and operations at Marquis Design Group, Darin has immersed herself in every aspect of the business, from client management to human resources. She has also been recognized for her contributions to the design community, hosting events and mentoring others. Darin’s passion and leadership are evident in both her professional and charitable endeavors.
JOCELYNE GALAVIZ
35, Training Manager
Bloomin’
Blinds Corp
Jocelyne is a pivotal figure in the window covering industry, currently serving as training manager at Bloomin’ Blinds Corp. Her journey from customer service representative to training manager showcases her dedication and growth. Jocelyne develops comprehensive training programs that enhance product knowledge and installation techniques for new franchisees. Committed to fostering an inclusive work environment, she mentors emerging professionals and actively volunteers with animal rescue organizations, exemplifying her passion for empowering others and making a positive impact.
JUSTIN GIANOLA
36, Senior Manager, Business Development
Rollease Acmeda
Justin has played a pivotal role in driving the business development and sales strategy for Rollease Acmeda’s Automate Product Solutions. His ability to build and maintain relationships with key partners has helped expand the company’s customer base. Justin’s strategic thinking, leadership in partner recruitment and ongoing efforts in product innovation make him a key figure in the window covering industry. His expertise continues to shape the future of motorization programs.
CHRISTOPHER GLASSMER 37, Owner
Miami’s Best Blinds
Whether he’s extinguishing problems at Miami’s Best Blinds or saving lives as a lieutenant with the City of Miami Fire Rescue, Christopher is always ready to tackle the heat. Balancing his lifesaving duties with running a successful window treatment business, Christopher’s dedication to customer service and attention to detail have earned him a loyal following. A pillar of his community, he’s known for giving back through school drives and charities, making him a commanding leader in both his industry and his city.
ALEX HOOPES 34, Operations Manager
Creative Windows
After transitioning from a teaching career, Alex quickly became a key figure at Creative Windows. Rising from installer to operations manager, his leadership has been instrumental in the company’s growth. Known for his hands-on approach, Alex excels at training new installers and collaborating with industry peers to find innovative solutions. His dedication to both his team and clients, along with his volunteer work through Junior Chamber International, showcases his commitment to making a positive impact.
NAZELI ISAGHOLIAN
31, Owner and Principal Designer Nazeli Design
Nazeli is a rising star in the interior design world. Known for her innovative approach and dedication to client satisfaction, she consistently pushes design boundaries to create stunning, functional spaces. Nazeli’s meticulous attention to detail has earned her a reputation for excellence. As the owner of Nazeli Design, her leadership and creativity set her apart, making her one to watch.
SAMANTHA JAQUET
31, Workroom Lead Creative Interiors
Samantha’s passion for fabrics and design has guided her career in window fashions for over a decade. As workroom lead at Creative Interiors, she has honed her skills in design, fabric selection and customer service. Samantha’s involvement in local conservation efforts and her dedication to community outreach demonstrate her commitment to giving back. Her expertise and creativity continue to make her a leader in the industry.
JENNIFER LABOLLITABAZON
39,
Independent Marketing Consultant J.Lab Marketing
With extensive experience in marketing and technology, Jennifer has been a driving force behind successful branding and product launches in the window covering industry. As the founder of J.Lab Marketing, she has worked with industry leaders like Sol-Lux and Rollease Acmeda to elevate their market presence. Jennifer’s unique approach blends creativity with practical industry knowledge, positioning her as a key player in shaping the future of window fashion marketing.
WILLIAM LINN
37, Workroom Manager
Marquis Design Group
William’s attention to detail and craftsmanship have earned him a stellar reputation as the workroom manager at Marquis Design Group. His expertise extends beyond managing projects, as he mentors seamstresses and teaches seminars on upholstered walls. William is also deeply involved in his community, making costumes for local ballet companies and contributing to Dress for Success, a nonprofit that helps women achieve economic independence.
TAYLOR MARGOLIES 26, Marketing Specialist Specialized Shading Systems
Taylor has been a driving force behind the marketing efforts at Specialized Shading Systems, Blindtek Designer Systems and Precision Powder Coating. Known for her creativity and technical expertise, Taylor spearheaded the redesign of the Blindtek website and launched the new ScreenaMax zip screens campaign. Her work in digital content creation, from brochures to video editing, has significantly boosted the company’s visibility on social media. Taylor’s marketing skills and her ability to foster relationships with brand partners have made her a standout in her field.
ARTHUR MELKUMOV
38, Vice President
Walls Studio Manufacturing Corp.
As vice president of Walls Studio, Arthur has overseen some of the most challenging window treatment projects, including the largest residential home in New Jersey with more than 100 custom window treatments. Arthur’s proactive approach to learning and his dedication to upgrading production technologies have made Walls Studio a leader in custom treatments. His ability to manage large-scale projects and collaborate with award-winning designers has propelled his company to new heights.
DREW SMALL
27, Product Development Specialist
SelectBlinds.com
Drew’s dedication to product development at SelectBlinds.com has been nothing short of impressive. With just five years of experience, he has gained knowledge that often takes others a decade to acquire. Drew’s commitment to creating safer, more cost-effective solutions for consumers has made him a key figure in the company. Beyond his professional success, Drew is also preparing for his most important role yet: becoming a first-time dad.
NATHAN WINTERMUTE
29, Architectural Specification and Product Manager
Mermet USA
Nathan stands out for his technical expertise and leadership as the architectural specification and product manager at Mermet USA. With a degree in textile engineering from North Carolina State University, Nathan has been instrumental in product development and ensuring high industry standards. His proficiency in Lean Six Sigma methodologies has streamlined processes, enhancing efficiency. Outside of work, Nathan supports community initiatives through his involvement with The Bridge at Green Street, a nonprofit focused on poverty alleviation.
ALEX NICHOLSON
27, Design Consultant
Park City Blind & Design
Alex’s passion for creating a luxury, custom experience for her clients has set her apart in the window treatment industry. Known for her attention to detail and dedication to client collaboration, she consistently goes above and beyond. Alex regularly participates in local events and organizations such as the Home Builders Association and Chamber of Commerce, cementing her role as a trusted consultant in her community.
CADE SMITH
31, Owner and Creative Director
The Curtain Call Nashville
Cade’s rapid rise from contract seamster to business owner in just eight months is a testament to his passion and leadership. Since purchasing The Curtain Call, Cade has nearly quadrupled the company’s revenue and expanded his team to eight employees. His commitment to educating and empowering designers has made him a respected figure in the industry. Cade’s charitable contributions to arts education and community organizations further demonstrate his dedication to making a positive impact.
VASILIS ZIKOPIS
38, General Manager and Head Installer
Makkas Workroom
As a former paratrooper in the Greek Army, Vasilis was responsible for repairing the very parachute he would use for his next jump. He learned early on that every stitch and detail mattered. He now brings that same meticulous approach to every window treatment project he oversees. Vasilis’ attention to detail and hands-on involvement in all aspects of the business have earned him a stellar reputation. Since joining Makkas Workroom in 2013, Vasilis has helped transform the company through his leadership and craftsmanship.
The Surgical Approach:
Lead Your Clients with Confidence, Charisma and Care
BY KATHY CRAGG PACE
You’ve heard the one that starts, “Three people walk into a bar…” Well, in this case, the “bar” was the pre-op room where my husband, looking rather dashing (sarcasm intended) under a surgical cap, was dealing with sweaty palms and monitors as he prepped for surgery. He’s fine now, but the cast of characters we met that nerveracking day taught me invaluable lessons about instilling confidence.
To take my mind off the situation, I thought of these people as personas—and what traits truly matter in high-stakes moments, whether in surgery or sales.
What we wanted was reassurance. We were anxious, vulnerable. I remember thinking how strange it was to have no control over the situation. All I could do was trust. The pre-op team’s job was to make us feel comfortable.
Thinking back to the faces that filed in, I realized the difference between simply doing a job and providing a five-star experience has everything to do with the way you
make people feel. Our curtain-partitioned little corner of the world that morning became a master class in how people instill confidence … or not.
The Four Personas
A Flood of Details
The first to arrive was the prep nurse. She had multiple patients to prep and a friendly but brisk manner. She was a whirlwind of words, trying to put us at ease with information and a rapid rundown of the surgery steps. It was clear she was trying to help, but her approach actually increased our anxiety. There was talk about what would happen next, but none of it sank in. It was too much, too fast. We were left confused and unsure of what to focus on.
Reassurance with a Side of Empathy
Then came the OR nurse. She was calm, collected and very reassuring. “I’ll be with you every step of the way,” she said. She communicated clearly and showed she cared about more than just getting the job done. Her
presence made us feel safe. She stole the show with her compassion, and her calm words gave us the assurance we needed.
Competent but Detached
Next came the anesthesiologist. He reviewed the chart, gave us a few technical details and went about his business. He was efficient and distant—more focused on the procedure than the people in front of him. Competent? Absolutely. But the human touch was missing. Without connection, we felt like we were part of a process not a partnership.
Confident and Charismatic
And then came the surgeon—the one clearly in charge. Charismatic, confident and fully engaged. He immediately put us at ease, not just because of his skills but his energy. He owned the space, made us feel like we were in good hands and reassured us that we’d come out just fine. We trusted him immediately. He wasn’t just performing a function; he was owning the entire experience.
Lessons for Transformational
Sales Pros
Here’s where the story connects to window treatment design sales: When clients come to you, they’re often feeling out of their comfort zone—uncertain about their choices and how to proceed. Your approach can make all the difference.
The Over-Explainer
Think of the prep nurse as that salesperson who floods their client with details—multiple materials, product options and specifications—all to solve functional problems but missing the need for connection. It’s important to realize that you’re really solving the problem of a home that doesn’t feel like a haven. Information matters, but too much too fast can overwhelm. In sales, we need to monitor feelings, guide gently and not overload. Lesson: Don’t confuse educating with connection. Choose clarity over complexity.
The Empathetic Guide
The OR nurse got it right. She was both skilled and empathetic, delivering information while focusing on our emotional needs. In sales, this is where you shine: listening, showing care and communicating that you’ll guide clients through every step. This is how you build trust.
Lesson: True connection comes from empathy. Show your clients you care, and back it up with your actions.
The Technical Expert
Then, there’s the anesthesiologist—the person who knew their stuff but didn’t connect. In window treatment sales, it’s not enough to be an expert; you must show that your clients’ experience is important to you. Competence alone won’t create loyalty.
Lesson: Skill alone isn’t enough. People need to feel seen and understood—not just serviced.
The Charismatic Leader
And finally, the surgeon—the one who not only did his job well (thankfully!) but also inspired confidence. This is where charisma and leadership come in. You need to be the trusted expert who puts clients at ease with your confidence. When combined with empathy and connection, you become more than just a salesperson— you become their guide to transformation.
Lesson: Clients want leaders. Be the trusted guide who takes them on a journey to a comfortable, inviting home.
Selling is never just about the products. Sure, they solve functional problems. But that’s the bare minimum. What makes the difference (and the sale) is the connection you create. You’re not just selling window treatments, you’re selling transformations; the feeling that comes from owning the things you sell. The way you communicate, the empathy you show and the confidence you exude are what clients will remember long after the sale is confirmed. I call it mastering the art of the stretch to connect.
When was the last time you bought something and remembered the product more than how you felt during the process? Whether it was a new sofa, a car or a simple dinner out, it’s the experience that sticks. In business, it’s no different. Clients remember the way you made them feel: seen, heard and valued. Approach your appointments with that mindset and you won’t just make sales, you’ll emulate the Surgeon of Sales persona and open up lifelong relationships with happy clients. V
Scan the QR code for a free guide for VISION readers: The Yes Formula: 5 Curious 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
Navigating the Fast Lane
Pacing your business for the long haul
BY ELSE JOHNSON
This summer, while visiting friends and family in Europe, I traveled down the autobahn in Germany at 160 kilometers per hour—about 100 mph. In Germany, driving that fast is normal, and I felt like I was on a Sunday drive.
Now, let’s shift gears and focus on our industry: window coverings. At first glance, it might seem like we’re worlds apart from high-speed German highways. But, stay with me, there are more similarities than you might think.
In our business, we’re constantly trying to hit that 160 kph mark: new designs, tight deadlines, higher profit margins, demanding clients—sound familiar? But just like on the autobahn, going full throttle all the time isn’t always the smartest move.
On the autobahn, everyone is prepared for the fast pace. The roads are designed for speed, the drivers are trained for it and there’s a system in place to make it work. But if I tried this back home in suburban USA, it would be a recipe for disaster.
In our industry, we move at an impressive pace because we’re surrounded by high achievers and skilled professionals. Projects flow smoothly, deadlines are met and customers are wowed. It feels effortless, like cruising on a Sunday afternoon, even though we’re moving incredibly fast. The real challenge isn’t driving fast, it’s learning to recognize the warning signs and knowing when to ease off the gas to avoid disasters and prevent burnout.
But here’s the tricky part: On the autobahn, there are signs—important ones like “Slow Down,” “Road Construction,” “Caution: Wet Conditions Ahead.” Smart drivers pay attention to these warnings because ignoring them could lead to a crash.
In our world, these signs might look like:
• Supply chain hiccups
• Staffing shortages
• Seasonal rushes
• Personal burnout
So, what can you do?
Anticipate the Roadblocks
Often, one of the biggest roadblocks we hit is manufacturer delays. Everything is lined up, orders are ready to go and then—bam!—you get news that a fabric won’t arrive for another two weeks. It feels like a jolt to the system, especially when you’re moving at top speed.
There are often signs: an email alerting you to inventory problems or you regularly pushing deadlines to satisfy a client’s demand. We often keep driving through these signs, thinking we can handle whatever comes our way. But if we keep ignoring these roadblocks, our business is bound to take a hit. The key is to anticipate these delays by planning ahead and not waiting until a major roadblock forces you to take action.
Control the Holiday Rush
The holiday season is like the fast lane of the autobahn. Orders for blinds, shades and drapes pour in, and everyone wants their home to look perfect for the holidays. It’s easy to get caught up in the rush, pushing yourself and your team to meet every deadline. But just like driving at 100 miles an hour, there’s only so much you can handle before something gives out—whether it’s a machine, your vendors or even you.
During the holiday rush, it’s tempting to push through and overdo it. But, as on the autobahn, there are moments when you need to slow down. Maybe that means adjusting customer expectations early on, hiring extra help or
delegating more to your team. High achievers often forget to ease off the gas, but doing so at the right moments can prevent costly mistakes like missed deadlines or wrong orders.
Burnout: The Warning Signs You Can’t Afford to Miss
Perhaps the biggest challenge we face as high achievers is burnout. In our industry, it can easily sneak up on us because we often work endless hours and try to juggle more than we can handle. When you constantly drive at full speed instead of enjoying the ride, it’s easy to miss the warning signs: exhaustion, frustration, strained relationships and slipping profits.
The problem is high achievers typically take these signs as indications that they need to work harder. We think we can push through, and that burnout only happens to others. But burnout doesn’t just affect you—it affects your entire life. When you’re running on fumes, everybody around you feels the pressure too. Mistakes happen, feelings get hurt, customer satisfaction drops and you’re most likely headed for a crash.
To avoid burnout, you must recognize that it’s a real possibility. Even the best drivers need to take a pit stop. Learn to set boundaries for your workday, take time off and encourage your team to do the same. The window covering market isn’t going anywhere and neither are you—if you take care of yourself.
Read the Signs Before It’s Too Late
Just as driving 100 miles an hour feels normal when you’re surrounded by others doing the same, operating at high speed in this industry can feel natural. But remember, even the autobahn has speed limits, road construction and detours. The goal isn’t to permanently slow down or stop moving forward, it’s to learn to recognize the signs and adjust your speed so that you last for the long haul.
Drive Smarter, Not Harder
Let me leave you with this thought: I didn’t just wake up one morning and decide to drive down the autobahn recklessly. Years of experience from growing up in Europe and learning from mentors how to recognize my blind spots and assess conditions prepared me. Similarly, in business, we need experience and increase our self-awareness to know when to push and when to hold back.
Understanding our strengths and weaknesses—so we know when to go 100 miles an hour or maintain a steady pace—is crucial. By paying attention, we can avoid burnout and ensure that you and your business don’t just survive but thrive. Drive fast when needed, but don't be afraid to slow down.
Your business—and your sanity—will thank you for it. After all, success isn’t about how fast you go, it’s about getting where you want to go, safely and sustainably. V
THE UNSEEN LUXURY
Sell
an experience, not just window treatments
BY MASHA KOYEN
Affluent clients don’t just want window treatments. They want their homes to be an extension of their lifestyle, their aspirations and their success. As a messaging strategist and copywriter for interior designers, I often see window treatment professionals stuck in the cycle of selling products.
In the luxury market, it’s not about the product at all—it’s about the experience. It's about storytelling, exclusivity and a tailored journey that leaves the client feeling like their home is a personal reflection of who they are.
ELEVATING THE CLIENT EXPERIENCE
Luxury market homeowners expect more than off-theshelf solutions. They want a curated, thoughtful approach where their every whim is catered to. It’s not just about offering the right fabric or the perfect shade—it’s about the entire process feeling high-touch and personal.
Think beyond the traditional in-home consultation. Take time to learn about their daily routines, the little luxuries they indulge in and the mood they want to set in their home. Use these details to craft a unique buying journey that feels completely personal to them.
Action steps for your business:
• Walkthroughs should dive deeper—ask about lighting, room functionality and what moods they want to evoke.
• Follow up with a personalized design preview. After the consultation, present a tailored mood board or concept outline, including fabric swatches and color schemes based on the conversation.
• After each meeting, send personalized follow-ups with not just a recap but additional inspiration—maybe an
image of an interior you discussed or a suggestion for an art piece that would complement their design.
STORYTELLING THAT CONNECTS
Along with buying window treatments, the affluent are buying the story behind it. They want to feel that the products they choose reflect their identity and are part of a larger narrative about their lives. Whether you’re collaborating with artisans or sourcing materials from far-flung locales, this is your chance to build an emotional connection.
Take them on a journey. Your clients will appreciate it.
Action steps for your business:
• Create case studies detailing your most successful projects.
• Use visuals to showcase the transformation. Beforeand-after shots aren’t just marketing fluff—they’re evidence of your craftsmanship and creativity.
• Keep your clients updated by sharing behind-thescenes glimpses of their custom treatments being crafted or installed.
EXCLUSIVITY AS A SELLING POINT
Nothing says luxury like exclusivity. In this market, scarcity creates desire. Exclusivity is one of the most powerful tools you have.
By making it clear that your work is custom-tailored, limited in availability and truly unique, you’re ensuring that clients understand they’re investing in more than just window coverings. They’re buying something rare, something that elevates their status.
Action steps for your business:
• Introduce limited-time collections or rare fabric choices available to select clients.
• Work with artisans or boutique textile designers to create one-of-a-kind materials.
• Limit the number of projects you take on each quarter to offer bespoke services.
WINDOW TREATMENTS AS SYMBOL OF STATUS
Custom window treatments aren’t just functional—they’re symbolic. Just like owning a luxury car or a designer piece of jewelry, having bespoke drapes or motorized shades speaks to your client’s success and discerning taste.
Your marketing should reflect this understanding. When you position your offerings as not just design elements but as key pieces that elevate the entire home’s luxury appeal, you’re aligning your brand with your clients’ aspirational lifestyles.
Action steps for your business:
• Use testimonials from high-profile clients to emphasize the luxury of your work.
• Showcase high-end portfolio photography that conveys sophistication and craftsmanship.
• Position your window treatment products as integral parts of a home’s design.
PERSONALIZATION IS THE ULTIMATE LUXURY
One size fits all? Not in the world of luxury. Affluent clients expect every part of their experience to be tailored specifically to them, from the initial consultation to the final installation. The key to standing out in this market is to ensure that each step feels curated to their preferences, lifestyle and vision.
Your affluent clients want to feel that the experience is about them—not just about the product you provide. They want to know that every detail of their window treatment buying experience is being handled with care and attention, down to the exact drape length or the hand-stitched detailing on their custom shades to match a piece of artwork.
Action steps for your business:
• Create a custom client portal where clients can track project progress and communicate with your team.
• Offer personalized follow-up packages post-installation, including fabric care instructions or design tips that complement their home’s style.
• Provide seasonal maintenance check-ins to ensure window treatments perform perfectly.
• Send personalized anniversary gifts a year after the project is completed, as a thoughtful way to stay connected and show appreciation.
YOUR ONLINE PRESENCE SHOULD REFLECT LUXURY
The client experience begins long before a consultation—it starts online. Affluent clients are discerning, and if your digital real estate doesn’t reflect the high-end nature of your services, they’ll question if they can trust it and move on.
Your website, social media channels and online portfolio should evoke the same sense of luxury, exclusivity and attention to detail that you offer in person. Think of your website like a boutique window display—it needs to entice, inspire and convince clients to walk through the door.
Action steps for your business:
• Invest in professional photography.
• Use storytelling on your website by highlighting case studies, client testimonials and exclusive materials’ backstories.
• Streamline your online booking process for easy scheduling.
Ultimately, affluent clients aren’t just buying window treatments—they’re investing in their lifestyle, their status and their story. They’re looking for an experience that feels as custom as the treatments you provide, and they expect a journey that reflects the same level of care and attention they’ve built their lives around.
If your business can master that, you’re no longer just selling a product. You’re making your client feel like they’re the only one in the world who could have it. That’s the true luxury V
Masha Koyen is a messaging strategist, a copywriter and the founder of Content Vertical, a micro-agency focused on interior designers and the home industry. She crafts compelling website copy that clarifies brands’ unique value, helps them find their voice and attracts ideal clients in the luxury market. Masha also hosts the “Marketing for Designers” podcast, sharing insights for growing a successful design business.
» ContentVertical.com
HOT 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
COULISSE’S COLOR-MATCHING ROLLER SYSTEMS
Discover the premium roller shade systems that effortlessly blend style and functionality with a modular design. Each external component, from covers to pull controls, is available in a sophisticated palette of colors, ranging from contemporary white to deep black and versatile neutrals in between. This extensive selection offered by Coulisse allows for a cohesive and elegant aesthetic across various settings. These systems can be expertly matched with fabric choices, enhancing the overall look of any space. With Coulisse’s commitment to quality and attention to detail, every element works in harmony, facilitating a refined appearance in both contemporary and classic interiors.
How Customer Service Affects Sales
BY OLIVER SCHREIBER
In today’s hyper-competitive market, where consumers have countless options at their fingertips, the importance of exceptional customer service cannot be overstated. While effective sales strategies are crucial for attracting new customers, the key to sustainable growth often lies in how businesses treat their existing customers. Exceptional customer service not only enhances the overall customer experience but also serves as a powerful catalyst for repeat business and referrals.
At its core, customer service is about building relationships. When customers feel valued and understood, they are more likely to return. An organization that prioritizes customer service fosters an environment where clients feel comfortable communicating their needs, preferences and even grievances. Having a personal touch—whether it’s remembering a customer’s name or acknowledging their previous purchases—creates an emotional connection that drives loyalty and repeat business. Remembering what the client purchased that last time, even if “remembering” means you looked it up before meeting with them again, shows them that you care.
Exceptional customer service is synonymous with high customer satisfaction Satisfied customers are more inclined to purchase again and often become brand advocates, sharing their positive experiences with others and
vice versa. Unsatisfied customers will go out of their way to tell everyone how you failed them. Before the internet, a satisfied client might share their experience with one or two people, while an unhappy one would tell 10 to 20. Today, with platforms like Google reviews, Yelp and Angi, we rely on happy clients to spread the word online. Unfortunately, if we provide poor service, dissatisfied clients can broadcast their experience to the world in an instant. Positive online reviews and word-of-mouth marketing are invaluable, as consumers tend to trust these recommendations more than traditional advertising.
For businesses to truly excel in customer service, they must cultivate a “customer first” culture. This begins with hiring and training staff who are not only skilled but also genuinely care about customer satisfaction. Giving employees the ability to make decisions that benefit the customer can create a more responsive service environment.
A great example of this is the hospitality industry, where staff are trained to prioritize guest experiences. Whether it’s offering complimentary services, accommodating special requests or simply providing a warm smile, these small acts can significantly enhance customer loyalty. When employees feel empowered to act in the best interest of the customer, it not only improves service but also fosters a positive work environment.
Exceptional customer service is not just an added bonus, it’s a crucial component of a successful sales strategy. Businesses that prioritize customer service reap the benefits of increased repeat business and referrals, which are vital for long-term growth. By building strong relationships, enhancing customer satisfaction and fostering a customer-centric culture, companies can create loyal customers who become brand advocates. As the marketplace continues to evolve, the impact of customer service on sales remains steadfast.
In an era where consumers have endless choices, businesses that deliver exceptional service will not only survive but thrive. Investing in customer service is, ultimately, investing in the future of the business. It’s time to recognize that in sales, as in life, it’s the relationships we build that make all the difference. Exceptional customer service should help you 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
