Window Fashion Vision Jan/Feb 2017 by Window Fashion Vision Magazine

30 years of window treatment inspiration

Best Year Ever! Make 2017 Your JUMP START YOUR

networking

IMPROVE YOUR ONLINE

reputation

COMMIT TO CLOSING

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SHADE FABRICS:

Volume 38, Issue 1 JAN + FEB 2017

fashion forward looks

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DESIGN AND TECHNOLOGY

CONTENTS volume 38, issue 1

insight 10 | Realize Your Resolutions Use this process to make your goal truly attainable. by Maria Bayer

12 | Start the New Year Well Take a moment to assess, organize and delegate. by Gail Doby, ASID

14 | Improve Your Online Reputation Make it simple to share satisfaction. by Welton Hong

16 | Double Your Network in Four Weeks Easy steps to help you reach out and build relationships. by Anna Runyan

18 | Create a Power Team Grow your business by letting go of some of your responsibilites. by Roger Magalhaes

20 | Get Your Work In Print A successful pitch requires sufficient research and preparation. by Kathy Wall

22 | The Process to True “Yes” Closing the sale shouldn’t be a struggle. by Madeleine MacRae

24 | Global Impact The merger of two companies from other sides of the world demonstrates that true synergy is possible.

26 | Beyond Beautiful Improved functionality and a tremendous range of style options have reshaped the shade market.

42 | Welcome to the Table Once a year, a full-service workroom opens its doors the the Window Fashion Artisan Project.

46 | An Independent Option A new supplier with a long history of excellence builds its presence in the U.S.

inspiration 54 | The Heroes Journey A showcase house to benefit returning veterans features beautiful designs by Susan M. Niblo, ASID, and Gleb Belyaev.

64 | Take Your Time Kathy Potts redesigned her living room over the course of several years tweaking the details as she went.

68 | The Back Story Design in 360º at High Point. by Jana Platina Phipps

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

26 4 | wf-vision.com | Jan + Feb 2017

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

Keep up with all the IWCE news @IWCEVISION

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

30 years of window treatment inspiration Looking for online inspiration?

Check out these great pages from this issue’s suppliers and contributors…and our own pages as well! alexandrasdraperies.com The home page features a beautiful gallery.

Facebook:SherwinWilliamsforYourHome They feature a COTM in addition to the COTY!

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

Circulation + Data Management Director | Belinda Pasquale Hanson belinda@wf-vision.com Editorial Director | Susan Schultz susan@wf-vision.com Managing Editor | Lynn Thompson lynnt349@gmail.com Logistics Coordinator | Amy Holsten amy@wf-vision.com Business Manager | Heather Bradley heather@wf-vision.com

Houzz:susan-m-niblo-asid Some great projects, including a horse trailer!

moow-design.com The billiards room in a stunning private home.

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

SALES

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

CONTRIBUTORS IN THIS ISSUE

Maria Bayer, Gail Doby, Welton Hong, Madeleine MacRae, Roger Magalhaes, Jana Platina Phipps, Anna Runyan, Kathy Wall

SPECIAL THANKS TO:

Lara Apicella, Bjarne Eriksen, Sarah P. Fletcher, Alex Garcia, Adam Licciardi, Derick Marsh, Michele Martinez, Chris Sencek Instagram: trimqueen Always a treat to see Jana’s latest…

Instagram: francqcolors Beautiful color trend snippets posted regularly.

DESIGNERS & WORKROOMS FEATURED IN THIS ISSUE Gleb Belyaev, Susan M. Niblo, ASID, Kathy Potts

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com

JAN + FEB 2017 VOLUME 38, ISSUE 1

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

On the cover: Poppy, shown here in charcoal, is part of the Stacy Garcia collection, manufactured by Mariak for Blinds.com. The pattern is available in both black out and solar fabrics.

Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4756 Banning Ave, Suite #206, White Bear Lake, MN 55110-3206.; Tel 651/330-0574; Fax 651/756-8141. Visit our website at www.wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion Vision, PO Box 15698, North Hollywood, CA 91615-5698. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 2017 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5. Jan + Feb 2017, Volume 38, Issue 1.

6 | wf-vision.com | Jan + Feb 2017

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WELCOME grace note

These shades from Comfortex are a perfect match for one of the many 2017 “colors of the year”, in particular Poised Taupe from Sherwin-Williams. Check out more shade fabrics trends starting on page 26.

What happened to 2016? The year just flew by, but I’m excited for 2017. I love all the groundwork our columnists have laid in this issue to help Window Fashion Vision readers achieve success in the coming year. I’m taking to heart Maria Bayer’s advice to identify why a goal is important and how that insight provides the focus and inspiration for achieving that goal. And the “manager” in me has already put into action Gail Doby’s suggestions for improved planning, structure and organization. Some of our other regular columnists brought to mind an immediate connection to the upcoming IWCE, March 8-9 in Charlotte, NC. Welton Hong and Jana Platina Phipps will both be on hand live with seminars, while Anna Runyan and Roger Magalhaes, although not appearing in person, offer fantastic ideas for expanding your network and the reasons why this is a valuable investment of your time. I encourage you to implement their advice while at the show and I’d love to hear from you later this year regarding the results! Best wishes for a successful 2017 and I hope to see you soon in Charlotte.

Grace McNamara Publisher + CEO 8 | wf-vision.com | Jan + Feb 2017

INSIGHT business coaching

Realize Your Resolutions Five steps to achieving your 2017 goals by Maria Bayer

Previously, my new year, like many others, would begin with resolutions and hopeful optimism. But I’d often fall short or abandon my goals, until I discovered— quite by accident—a method that helped me achieve the goals I set for myself. This method keeps me pushing for a goal when the going gets tough. It helps me believe that I already achieved a goal, even though I may have just gotten started. So get out a piece of paper and I’ll walk you through the steps! Step 1: Create Your Goal The first step is to decide on a goal. Let’s say your goal is to increase your sales by 25% or more. Now, make it really specific. Why? Because you want specific results. Vague goals achieve vague results. So, do you want to increase gross sales or net sales by 25%? Let’s say gross sales. Next, give it a deadline: “I want to increase my gross sales by 25% or more by the end of 2017.” Perfect! Now here’s a step that is very important: write it in the present tense. So that goal now becomes: “I am increasing my 2017 gross sales by more than 25%.” This is an important step because putting your goal in the present tense causes your brain to believe that it has already come true. It tells the Universe that it’s already happened. Conversely, when you say, “I want”, it tells your brain and the Universe that it hasn’t happened, and it causes you to be in a constant state of it not happening. It’s 10 | wf-vision.com | Jan + Feb 2017

a subtle difference in words but it has a massive impact on your results. Step 2: Determine Why This Goal Matters Here’s another step that typical goal-setting does not take into account. Why do you want to achieve that goal? Why is it important to you? What will you be able to do, be or have as a result of achieving this goal? Will increasing your gross sales 25% mean that you can take that family vacation you’ve been dreaming about for so long? Will it allow you to put money away for your child’s college tuition? Dig deep here. What is the real underlying reason you want to achieve that goal? The more emotional the reason, the bigger impact it will have on you achieving that goal. If you don’t have a reason why you want to achieve that goal, then when the going gets tough, you’ll walk away from the goal. That’s how some people achieve really big goals—because their ‘why’ is so strong, that they’ll move mountains to make it happen. Step 3: Identify the Obstacles Goals wouldn’t be goals if they were easy. Naturally, a variety of obstacles stand in between you and your goals. But what most people don’t take into account are the obstacles that reside in our heads. These obstacles appear as the messages you subconsciously and consciously tell yourself. It’s the voice that tells you that you can’t do it. You’re not good enough. You’re not smart enough. And my favorite: you don’t deserve it.

So Step 3 is to write down all of the things that voice tells you that conflict with your goals. Get it all on paper so you can see it in black and white. Step 4: Clear the Obstacles Next, look for evidence that proves these statements to be false. Do you know people who have achieved this goal? The more evidence you can find, the easier and more quickly you can retrain your brain. Step 5: Create Your Mantra The last step tells your brain, ‘you got this’. You’re going to create mantras that support your goals. Play around with this until you find mantras that feel empowering. Here are a few examples: “I make more money each day than I did the day before”, “I’m a money magnet”, “Everything I touch turns to gold”, “I receive an endless stream of clients to happily pay my fees and love my work.” Try this today. It can make all the difference in making this year a year of celebration, achievement and possibility. zz Maria Bayer is a Sales Coach for creative business owners and teaches them how to win dream clients quickly and get paid what they’re worth, without being ‘salesy’ Register for Maria’s free online training series and learn more savvy strategies to win clients you love: http://bit.ly/DesignerSalesTips

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INSIGHT business coaching

Start the New Year Well Clear communication and positivity are key by Gail Doby, ASID

All’s well that ends well, but in my experience, the best way to ensure things end well is to begin them well. To make sure the new year ends up being good to you, take some time now to plan and prepare for what lies ahead. Set a Course for Your Business You’re more likely to wind up where you want to be if you know where you want to arrive. The more specific you can be, the easier it will be to focus on the things you need to do to achieve the result you want. For every goal you set for yourself, identify one or two specific measures of success. Do you want to grow your business? By what percent or by how many new clients? Do you want to earn more? By how much compared to last year or per project or per hour? Set goals that are doable and manageable. Two or three goals you can accomplish are better than a wish list of five or ten that will remain undone at the end of the year. Plan From the Bottom Up Despite our best intentions, it’s often the little things that prevent us from achieving our goals. Rather than beginning with the end in mind and working backwards, organization expert David Allen, author of the best-selling Getting Things Done, advises starting with first steps. What do you need to do or change now—today, this week, this month—that will allow you to take the next step toward achieving your goal? Make a list of your current business and personal activities, and then determine what you can stop doing or delegate to someone else that will free up your time and energy to focus on the areas you want to improve. That may involve learning a 12 | wf-vision.com | Jan + Feb 2017

new skill, allocating time to network more, or increasing your marketing efforts. Trying to add more to a full plate will only lead to frustration and more stress. Clear out some space, and then gradually and methodically begin taking on the new tasks. Progress comes not in big leaps but in completing one task, no matter how small, and then another.

You can do anything, but not everything. Roger Fisher Focus on Outcomes We achieve our goals not by how we occupy our time but by what we accomplish. If one strategy doesn’t bring the results you want, abandon it and try something else. If circumstances prevent you from making progress toward one goal, divert that time and energy into the others. You may find a way toward the other goal later. A plan, like a map, is only a guide. What matters in the end is reaching your destination, not how you got there. Get Organized Before you get caught up again in the minutiae of your day-to-day demands and responsibilities, set up a system to help you manage it all. Whatever your preferred working style, there are lots of tools available to help you do this. Any activity that needs to be scheduled, such as meetings, periodic progress reviews, deadlines or quiet time to plan the week ahead, should be posted to a calendar—physical, electronic or both (just be sure to keep them synced.) Include personal activities and commit-

ments as well. Create automated alerts to remind you in advance of upcoming events. Using color-coding or symbols to indicate different types of activities makes it easier to see at a glance what you have planned for a particular week or month. Set up a paper filing system for any physical documents that need to be retained and retrieved. Likewise, establish an electronic filing system to manage digital documents, such as emails, PDFs, contracts and correspondence, reports, spreadsheets, and the like, as well as images. Make sure the folders in both systems are clearly and logically labeled. A good rule of thumb is whether someone who is not familiar with your system could easily find a document if need arose. Daily planners, to-do lists, spreadsheets, sticky notes, audio or email reminders, even charts or diagrams are all great tools to help keep you on track—but they only work if you use them and update them regularly. They free you up to focus on the work at hand, bringing you closer with each step to reaching your goal. Have a great year!z Gail Doby, ASID is the co-founder of Gail Doby Coaching & Consulting whose mission is to help you earn six figures doing what you love. GailDoby.com.

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INSIGHT business coaching

Improve Your Online Reputation Six steps to generating more online reviews by Welton Hong

It’s a common question these days: What marketing methods truly make the biggest difference in the digital age? The funny thing is, the most important marketing approach right now actually predates the era of online commerce by decades, even centuries: It’s your business’s reputation. If your previous clientele love the work you’ve done, word gets around, and you become the go-to option among your local competition. If they’re not so satisfied, that word gets around too — and the task of growing your business suddenly gets a lot harder. That’s word-of-mouth, and it’s been around for a long time. However, the digital age makes it incredibly easy and fast for a client to leave a review, so that word-ofmouth effect has expanded exponentially. The New Marketing Reality A lot of business owners just wish online reviews would disappear. They dislike the fact that nitpicky customers can post unfairly negative ratings and comments. They worry that competitors or just everyday trolls will spam them with made-up reviews for services that never occurred. And yes, that does happen. But online reviews are not going anywhere. Consumers love them, and business owners in every industry, including window coverings, must play the game and work along with the process. Fighting it won’t help. The key is to work with the system and use it to your advantage. In truth, reviews are good in many ways. Positive reviews, obviously, are best. They improve your company’s online reputation, which is essential to increasing your customer base (and ensuring repeat business). 14 | wf-vision.com | Jan + Feb 2017

But the quantity of reviews, surprising as it might sound, is almost as important as quality. More reviews make your business appear more legitimate. When your company has very few reviews, customers might think it’s a fly-by-night operation. A higher quantity of reviews also helps your business website’s search engine optimization. Search engines consider how often your business has been reviewed when ranking your site against local competitors. A business that’s been reviewed 50 times—even if some reviews are negative—typically ranks higher than one with only a dozen reviews, even if they’re uniformly positive. Here’s a brief overview of how to best improve your company’s reputation by working with the review process. And while sites such as Yelp discourage businesses from directly soliciting reviews, there are many ways to subtly encourage satisfied customers. Include a Request With Invoices and Receipts While putting the request on a printed form isn’t as user-friendly, it’s a good complementary option to soliciting reviews on your website. Also, if you use digital invoices or receipts, you can include a link that allows your customer to go straight online to your Yelp or Google page, letting them fill out a review. Put the Request in Email You’re probably already using an email list to stay in contact with customers and advise them of deals and promotions, but if not, you certainly should be. Including a simple link to the review form on your website or to a popular platform such as your Google business page, Angie’s List, Yelp, etc., makes it easy for the

customer. Just be sure not to spam your customers with emails, which will likely elicit negative reviews. Directly Ask Happy Customers When a customer says she loved your service, reply that you greatly appreciate the kind words, but it would also be a great help if she could provide a review. If she says she’d be happy to, make the process easy by emailing a link to her— with your sincere thanks, of course. Employ User-Friendly Software There are specialized software solutions that make it incredibly easy to manage your online reputation—and saves time, so you can focus on your business. This solution monitors your online reputation in real time, letting you know whenever reviews of your business appear anywhere online. It also provides a way to “head off” negative reviews by routing customers with concerns to contact you directly before they criticize your company publicly. The software also makes it incredibly convenient for satisfied customers to leave a positive review in under a minute. Use Specials to Increase Reviews You can run a contest that a customer can win by simply leaving a review. A coupon offer also works: Get a discount by providing a review. With that said, it’s essential that you don’t make a positive review a requirement for any incentive. Warning: Trying to “buy” positive feedback never turns out well—never try to ‘buy’ reviews! If a review platform such as Yelp believes you’re directly compensating people for positive marks, it will hammer you. That can be incredibly detrimental to your online reputation.

And it’s not necessary. Human nature is such that most people in a contest situation will provide positive feedback. Responding to Negative Reviews If you do get a negative review, never respond on the platform by criticizing the reviewer or arguing over the review’s merits. Nothing will hurt your credibility more than appearing angry or combative in your comments. It can be hard not to take such things personally, but do your best. Instead, reach out in a positive manner: Inquire about anything that might have been unclear in the review. Depending on the situation, you can do this through a private message or by commenting directly on the review. If the harsh critique was fair, apologize and promise to correct the problem moving forward. If it wasn’t, don’t argue. Seek to determine why the reviewer criticized

your business and try to win the reviewer over. Many people will update a bad review after a good interaction with the business owner. Try to Have Fun Dealing with online reviews can seem stressful at first, and without question, challenges will pop up from time to time. But if you focus on working with the system instead of fighting it, you can turn online reviews into a major asset. Mitigate negative reviews whenever possible, but try to stay focused on promoting positive review generation whenever possible. Every business— including the best restaurant and hotel in town—will receive a critical review now and then. It’s just how the world works. Remember to focus on the positive and you’ll do just fine. zz

Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating leads from online to the phone line for window covering business. For more information on marketing in the digital age, Hong will be speaking at IWCE in Charlotte in the following sessions: • Top 10 Proven Ways to Convert Website Visitors into Customers • What Will Work in 2017 to Generate More Leads • How to Increase Your Online Reputation and Reviews IWCE-Vision.com RingRingMarketing.com Facebook: RingRingMarketing

Learn More or email juliec@excitingwindows.com Window Fashion Vision | 15

INSIGHT business coaching

Double Your Network in Four Weeks Simple actions to create positive results by Anna Runyan

If one of your goals for 2017 is to reach out to new people to generate new opportunities, this simple four-week plan is perfect to jump-start your network. Each week focuses on a new action that gets to the real heart of networking. Get comfortable with the four mindsets of networking while completing one simple action each week to enforce that new mindset. You’ll be amazed at the results. Week 1: Serve With What You Do Best When networking with others at events many people hand out their cards apparently believing this is “networking”. But they’re missing the point, because do you know the Golden Rule of Networking? Networking is not about how others can help you. Instead, networking is about how you can help others. In other words, you have to be able to give in order to get assistance. Reach out to others and connect with them but always start by giving assistance when you can. Write a recommendation for someone on LinkedIn, introduce him or her to someone in your network that might be able to help them or share a news article you found. Paying it forward really does work. These same people you help will be happy to help you when you need it in the future. They will also be more inclined to introduce you to other people that can help you. (Win!) Your action this week: 1. Make a list of all of your strengths and the tasks you enjoy doing. 2. Reach out to at least three people to see if you can help them with what you do best. 16 | wf-vision.com | Jan + Feb 2017

Your dream job isn’t something you have to search for. It’s within you. Start serving with what you do best. You can’t create a large network of meaningful and authentic relationships overnight—the key is to support others first. Cheer others on. Be part of their transformation, growth and success. You will soon see that you will be supported and your network expanding. Week 2: Attract the Right People Whenever I hear someone say, “I hate networking,” or “I’m no good at networking,” I know that person doesn’t have the right frame of mind to be an effective networker. You may have heard of the law of attraction. It got a lot of publicity with the book and movie, The Secret. The law of attraction says that everything coming in your life, you are attracting. You have to make it clear in your mind what you want because you attract what you think about most. Thoughts become things. If you focus on what you want, you’ll get more of it. If you focus on what you don’t want, you’ll get more of it as well. If you focus on how much you hate networking and how awful at networking you are, you’ll never attract the right people into your life to actually help you change your career and reach your goals. Instead, focus on attracting the people you need to get the job or project you want and stay positive. Also, be grateful for your current network and everyone in it.

2. Practice saying the below networking affirmations daily this week. I recommend first thing in the morning and right before you go to bed. Even better, write them on a notecard and say them throughout your day. • My network is multiplying every day. • I help people in my network achieve their goals and objectives. • I connect to new contacts everywhere I go. Week 3: Find Your Long Lost Friend If you are worried you are bugging other people, it could be how you are introducing yourself. Are you asking for something immediately? Instead, focus on partnerships and relationships. Networking is all about building relationships. I don’t think of networking as a way to get more sales or a job offer. I think of networking as how I can meet new people and help them. I network so that we can grow together and improve our careers and businesses together. That is key. I want to go to a networking event where I can find meaningful relationships and partnerships to support each other. Change your mindset. People do want to help you. You aren’t bugging them. Go with the attitude of serving and helping others first and you’ll always win in the end.

Your action this week:

1. Keep a gratitude journal this week and every day write down one person in your life that you are thankful for and why.

1. P lan ahead for next month. Who have you been saying you are going to contact or who are you scared to contact? Now pretend like they are your long lost friend. Email this person

Week 4: Network Strategically Most of us fall short when it comes to strategy. Who you know will most definitely make a difference in landing your dream job, or your ideal clients. It will influence what projects you have access to and what level of success you can achieve.

and show up like they have the secret of what you need to move forward in their pocket. That simple mindset will make all the difference when out networking. 2. Make a networking plan to meet with two people that you already know and two people that you don’t know. Call or email these people to see if they would be interested in meeting with you over the next few weeks. Remember that you don’t have to meet these people in person, you can always practice your interview skills over the phone also.

Research has shown that people who work with others to reach their goals have a higher chance of success. Start networking strategically. It’s time to find a group of women who can help you reach your goals. Your action this week:

The secret to succeeding in this networking plan is planning ahead. If you plan out now who you are going to meet with next month, you will easily meet with four people and enjoy it because you won’t be stressed. So take out that journal, make a plan and start emailing your growing network! Don’t wait any longer.

Option 1. Think of one person in your life who is also working towards their dreams and goals too. Ask them to be your accountability partner. Option 2: Make a list of 4-6 people you already know that are also working to-

wards their goals. Ask them if they want to be in a mastermind group with you. If you do either of these options, it will change your life.z Anna Runyan is the founder and CEO of ClassyCareerGirl.com, named by Forbes as one of the top 35 most influential career sites of 2014. She helps millions of women design and launch their dream careers, businesses and lives through her website, online courses and social media channels. Get started with broadening your network using Runyan’s free network action plan, available on her website. classycareergirl.com Facebook: theclassycareergirl Twitter: classycareer LinkedIn: annarunyan YouTube: classycareergirl

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Window Fashion Vision | 17

INSIGHT business coaching

Create a Power Team Invest in time to do what you do best by Roger Magalhaes

Unless you are part of a large organization, chances are you wear more than one hat while running your company— often assuming that this helps save money and improve your bottom line. But that approach is wrong and I know that for a fact. I used to do my books, create my own marketing materials, update my website and file my own taxes. All of that on top of doing my “real job”—installations. I was putting in 14–16 hours daily, six days a week, for many years until the day I attended a seminar that literally changed the way I ran my business. The main idea is to have key professionals—a power team—in your close circle of contacts. This team should be considered your “board of directors” where each professional would serve as an advisor in their field suggesting better processes, products and/or services to increase the productivity of your company and therefore grow your bottom line. Following is a breakdown of the team I assembled, but you don’t have to have the same mix of professionals. Perhaps you have a strong background in some areas that I knew I needed help with, or there may be skills I don’t mention where you know you need support. I completely understand that each team member “costs me money” for their knowledge. However, the benefits of having suggestions/expertise from such professionals outweigh the amounts paid for their services. If you assemble your own power team for 2017, you’ll see the difference in your bottom line. Bookkeeper This is, perhaps, the most important member of my team. I write checks, pay bills, apply payments and create invoices regularly. My bookkeeper comes once a month to reconcile all my accounts, pay my sales taxes, print reports and discuss my numbers. It’s always refreshing to have a different set of eyes looking at my numbers and suggesting improvements or cheering on my accomplishments. Webmaster I used to spend hours trying to figure out how to create a page or updating one to look good to the consumer. It was a tedious and frustrating process. Once I realized that I was wasting my time producing very mediocre results, I hired a great person to 18 | wf-vision.com | Jan + Feb 2017

take over. Now, I only need to email him the pictures and copy and he creates the most spectacular results that translate into daily inquiries. Graphic Designer Hiring someone who specialized in graphic design was a great idea. My team member has a trained eye and the most up-todate computer programs. She is able to envision my ideas in a broader spectrum and knows how to produce very effective and cohesive marketing materials every time. Insurance Agent The insurance market is very competitive and premiums will always be close in cost, no matter where you shop. But working with a local company where you can develop a personal relationship with your agent can make all the difference. In my case, because I do a fair amount of work for contractors and go to many high rises, I am required to provide proof of insurance (also known as certificate of insurance) frequently. Sometimes I have less than 24 hours to produce such documents. Having someone I can simply pick up the phone or just shoot a quick email and know things will be handled correctly is priceless. Banker I used to think that banks were a “necessary evil” and only wanted to take advantage of your money every time you made a deposit. But now I know that having a close relationship with your banker can unlock many opportunities that otherwise would be near impossible to happen. For instance, if you have some money out while projects are not ready to be installed but have bills to pay, your banker might be able to offer you a shortterm or low-interest loan to help. I had an opportunity to buy an investment property but was short in cash. But because I have a close relationship with my banker, I was able to get a loan without collateral solely based on my company’s sales. If I had not had the banker on my team, it’s unlikely I would have been able to take advantage of that opportunity. Accountant/CPA Although my bookkeeper offers tax services, I prefer to have a different team member for that position. The main reason for that is for double checking. By having two different sets of eyes looking over my books, I have two opinions that could be similar or offer different points of view. Plus I meet with my CPA every six months to go over my sales progression and to discuss possibilities to lower my tax implications.

Again, you may want to assemble a different team, but the benefits will be the same. Having the projects and services performed by professionals instead of myself, frees up my time and mind to allow me to do what I do best and therefore, bring more money home at the end of the day. My wife used to work for a self-made millionaire who would say that “in order to make more money, you must spend money.” My hope is that with this power team concept, you will recognize how true this advice can be.z Roger Magalhaes is a certified Professional Installer by The Custom Home Furnishing Academy, Lutron, Hunter Douglas, Somfy and Norman Shutters, an active member of the WCAA, founder of the Facebook group Free Speech Window Covering Pros and the founder and owner of Shades IN Place Inc., Franklin, MA, established in 2006. ShadesInPlace.com Facebook: shadesinplace Twitter: Shades_IN_Place Houzz: shades-in-place

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Get Your Work In Print

An overview to getting published by Kathy Wall

Seeing your work in print is empowering and it’s also great marketing for your business. If you’ve never pitched the media before, these initial steps will help make that goal a reality. Where Does Your Work Fit? First and foremost, know your style—where it fits, and where it doesn’t. Would your work be right at home in Dwell, or is it better suited for Traditional Home? There are many terrific regional publications from which to choose as well as of course, specialty trade publications such as the one you’re reading right now! Get started by visiting a magazine’s web site and downloading its media kit. In it, you’ll find the publication’s mission statement, and the philosophy it strives to provide to its readers. You’ll be introduced to the editor-in-chief and publisher, and be able to read editorial bios. You can learn about the publication’s audience and its upcoming editorial calendar. Remember, their goal is not to serve you—their goal is to serve their readers. Invest in Photography Nowadays, many folks think that taking pictures with their phones or having a nice camera would suffice, but the rooms won’t be properly lit to best display your finished product. Because interior design is a highly visual industry and rooms are much more complicated to shoot than most still life subjects, it’s critical to use a professional photographer to shoot your most recent jobs. Editors will need to see your design aesthetic in the best possible light—literally. So it’s a cost worth the investment. And since editors as well as potential clients are going to check out your work, you definitely want to use professional photographs across all your social media platforms. It will help you establish your business and improve your online presence. Make a Connection Speaking of your online presence, make sure all your contact information is correct and up-to-date. Editors will need to know how to find you once they discover what fabulous work you do. Don’t hesitate to engage with editors and their publications on social sites. Be visible by connecting and sharing their posts when appropriate, but don’t overdo it. You don’t want to appear to be a stalker! 20 | wf-vision.com | Jan + Feb 2017

Pitch Perfect When connecting, make sure you’re contacting the right people at the publications in which you’d like to appear. It’s often easy to mis-direct your outreach when the masthead is filled with layers of editorial titles and editors are constantly bombarded with pitches, so don’t simply start at the top and work your way down. Our suggestion is to never underestimate the value of reaching out to editorial assistants! They know what their editors want. Make your pitches to a small, select number of publications. Don’t make a blanket pitch. The interior design publication world is a small one, and editors often know one another. And don’t ever submit a design project that’s been published anywhere else previously, even in a regional online magazine. Take a look at the area in which you live, and explore what publications you might want to contact. Here in the South, we have a number of excellent regional magazines. Research sites, consult colleagues, hone that perfect pitch. Remember: no response doesn’t mean “no.” One client sent out 20 pitches and didn’t hear from the first 18. Be patient. Two months is nothing in the publishing world, when editors often work on deadlines a year or so ahead. Until you hear the word “no,” being published is always a possibility. z Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising, and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for three decades before forming her own business 16 years ago. Her motto? “We don’t work with jerks.” themediamatters.com Facebook: themediamatters Twitter: @themediamatters

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How to Get a Faster “Yes”

A guide to on-the-spot selling by Madeleine MacRae

There is something in our collective consciousness that is hardwired to equate on-the-spot selling with pushy images of used car salesmen trying to pressure, guilt and/or cajole us into buying decisions we’ll later regret. But what if our collective consciousness is wrong on this? Step out of your own business for a moment and think of yourself as a consumer. Have you ever been to a boutique where a salesperson has helped you pick clothing that made you feel powerful and beautiful? When you stepped up to the register and purchased those products, did you feel ashamed or forced? Or were you happy for the help and direction of an expert who could give you the true feedback and guidance you genuinely needed? Just remember: • You are in their home because they asked you to be there; • they want your expertise.; • they need your guidance. They want to buy what you are selling. Not making an on-thespot offer, not going for a graceful close is not only doing you a disservice but, even more importantly, it is doing your client a disservice. Empowering the ‘Yes’ It’s an uncomfortable feeling to be caught up in indecision— to be waffling between multiple choices and not really sure which direction is ultimately going to make you happy. So when you have created a solution for and with your client (and have triple-checked that they truly love it) empowering them to say yes is the exact opposite of being pushy. In our culture of instant gratification having what I call a “high-touch” relationship within a structured approach and supported by modern tools, will create an environment where an on-thespot sale forms the natural conclusion of your consultation. • My definition of a “high-touch” client relationship simply means that you don’t ever leave your client dangling. You stay in close communication, you build rapport, you keep in touch before, during and after the sale. This is made easy through the use of social media, video, content marketing (email) and very specific customer-targeted ad campaigns. Work the System With a structured approach to selling, you know, in advance, how you are going to handle your initial intake call and what 22 | wf-vision.com | Jan + Feb 2017

the core components of your sales consultation will be so you never miss anything important. This helps ensure that you and your client are both on track to the mutually desired outcome. You are never blindsided by objections and are poised to use your past success to generate future results. • Have a systematic approach that allows you to analyze the results and figure out what worked and what didn’t. This also helps keeps your client experience consistent and ensures that the solutions provided are truly in alignment with what your clients need and want—factors make all the difference when you’re looking to sell on the spot. • Get comfortable with instant quote tools. Email marketing and video can support your client relationship. But if you don’t have the numbers for them, how can they say yes to the solution you’ve created? With a quoting tool your work is done before you even leave the client’s home and, if you get yourself a WiFi hotspot, you don’t ever have to worry about internet coverage. Having to email a quote and wait for an answer squanders the creative momentum you have shared with your client and, with modern quoting software, the delay is rarely justified. Helping your consumers say the final yes (sealed with a payment) respects the time they’ve invested with you, frees you both up from an endless and needless game of follow up and creates an amazing experience they will happily share with their friends. In my book, that’s the kind of win-win-win to create every time! z Having built sales from zero to more than $1 million in several markets, Madeleine MacRae brings unique perspective to her business, MM MacRae Coaching & Consulting. With over a decade of experience working with contractors, dealers and manufacturers in the home professionals industry, she shares the insights she knows, understands, and has codified to help her clients shortcut their way to success. mmmacrae.com Linked In: macraemadeleine

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Global Impact

A successful merger yields significant results an interview with Derick Marsh and Adam Licciardi

In December 2014, U.S.-based Rollease and the Australian company Acmeda finalized a merger that has resulted in an amazing expansion of new product offerings and services. CEO Derick Marsh, along with Adam Licciardi, the company’s chief marketing officer, discussed what Rollease Acmeda brings to the window for its clients. What was the impetus for the merger? Derick Marsh: To combine the global geographical footprint and second-to-none customer base with one of the largest engineering and design teams in the industry. This allows us to offer a breadth of high quality products and services unavailable from any other single supplier. Over the past two years we have worked to maximize the benefits of having operations in three continents and an extremely talented pool of employees and managers, so while formal headquarters for the group remain in Stamford, CT, some of the most important managers and functions are outside of the U.S. For example, earlier this year we consolidated our U.S.-based research and development operations into a state-of-the-art innovation and design center in Melbourne, Australia, which is staffed by more than 20 employees who support U.S. operations, along with those in Australia and Italy. Adam manages sales and marketing from Melbourne but obviously has to be a global citizen to handle that job properly.

What does the merger offer for Rollease Acmeda customers? DM: Our existing SKU count nearly doubled, and we now have almost 10,000 products to offer our customers worldwide in every product category of window covering, inside and outside the home. We have easily the widest range of hardware solutions and one of the largest ranges of fabric and automation solutions. Adam Licciardi: For the former Rollease customers, the most visible changes are a best-in-class motor and automation range called Automate, a full collection of awnings and external shading products such as Zipscreen and wire-guided shades, a new Extreme range for internal and external roller shades up to 24 feet wide, a wide collection of commercial-oriented products from new and versatile cassettes to heavy duty link and bracketing systems, and advanced child safe products such as our Aero chain free double shade system and retractable wand system and the new Fashion Wand program that makes chain loops inaccessible. We realize we’ve introduced a tremendous amount of new products and recognize that some our customers were struggling to digest all these new offerings. One of the biggest differences has been that the Australian operations have a history of focusing on spring-assisted, light-to-the-touch, visually appealing systems. These products are making their way into the U.S. in as integrated a manner as possible, since our customers and installers are accustomed to the existing U.S. product offerings and do not want to learn an entirely new system. This coming year will see the emergence of a more systems-oriented approach to our U.S. program versus what was historically a more component-oriented approach. What does that mean for “component” customers? DM: Our core immediate customer remains the fabricator of finished shades and we now offer that fabricator even more options to differentiate itself from the competition. We have invested millions in expanding our distribution center near Charlotte, NC, upgrading our IT infrastructure to handle the demands of our new offerings, and increasing the size and capabilities of our Innovation and Design Center.

Research operations for the global company, including design and product development, are based in Melbourne, Australia.

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Automate is the name of Rollease Acmeda’s motorization line, with wire-free, solar-assist and other power options offered with various torque and speed controls.

the equation (in other words, the window treatments must be automated). We have reached an inflection point where ease of use and consumer demand are driving the need for automation. More and more, consumers (commercial and residential) are integrating the control of lighting, security systems, temperature, garage doors, you name it, onto the device of their choice, starting with their smart phones or tablets. This technology used to be complex and expensive, but that is changing extremely rapidly.

AL: More and more, though, we are influenced in our design and product offerings by retailers and designers, who are seeing the benefits of working at our level of the supply chain to shape systems and offerings that fit the trends they are seeing and speed up the response to growing demands for differentiation. For example, we are getting requests from the retail and design community for more decorative hardware for roller shades as that product begins to share some of the design drivers we see in drapery hardware. The primary focus used to be “inventing new things” and getting the engineering right so the product withstood abuse and the ravages of time, sun and temperature. That is still important, no doubt, but now there is some notion that the functionality is secure so the interest moves to improvements in appearance, noise and feel. That is where the retail and design community steps in. DM: This input from the retail and design communities, as Adam notes, emphasizes the need for the finished product to have the appearance and operational functionality now being demanded, we need to offer the entire solution, not just a series of components. It’s been a busy two years. What factors are you looking toward for the future? DM: There are three dominant drivers to window treatment sales in the U.S.: energy management, child safety and differentiated design. Energy management, in its broadest sense, includes automation as one cannot seriously impact energy consumption broadly without taking human behavior out of

AL: Motorized shades also have the added benefit of having no operating cord, so the most difficult part of making a window treatment child safe is addressed. But we realize there is still the need for non-motorized child safe solutions and within months we will have a series of additional lower cost and retrofittable child safe options available, including some very advanced spring-assisted systems that push mechanical design to its limits. DM: Recently several high profile retailers announced that their window covering offerings will be 100% cord inaccessible, and the industry’s trade association, the Window Covering Manufacturers Association, has publicly announced that a new standard will be published shortly that will call for the elimination of accessible operating cords for all stock or ready-made window coverings. Given that close to half of all new custom window coverings are already cord-free or without accessible cords, we predict that soon, only about 10% of all window coverings sold in this country will have accessible operating cords. AL: We’re excited to demonstrate the full range of our offerings at IWCE Charlotte. We believed when we merged, and we have now proven, that substantial revenue growth through greater product selection and exceptional customer service is much better for the bottom line and company longevity than merely cutting costs. DM: Our investment in research equipment, technology and facilities is exceeded by our investment in talented employees, and their contributions will be on display at IWCE. It is through their efforts that we plan to retain and grow our position as the industry leader in design and innovation. z rolleaseacmeda.com

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o Beyond Beautiful The options for shade fabrics have multiplied almost

exponentially over the past several years, ranging from rustic weaves using natural fibers to high-tech designs for maximum energy efficiency. With more choices than ever, educated consumers desire more from a shade than just aesthetics, contributing to the growth of panel track, dual shade, solar screen and other specific styles. â&#x20AC;˘ Over the following pages we ask some industry leaders what to expect next in shade fabrics and designs, as well as reviewing how suppliers are currently fulfilling the need for looks that are both functional and at the leading edge of fashion. Opposite page: Madrigal Sheerlux fabrics from Vertilux. Above: Options from Wilson Fabricsâ&#x20AC;&#x2122; Essentials collection.

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How are consumer trends influencing shade options and shade fabrics? Alex Garcia, Vertilux: “The customer is more educated. They recognize quality in terms of performance and durability and place significant value on other factors such the environment and health, wanting to know about the materials, the sourcing and more. The fabrics need to have a positive history, not just look nice. This is also related to the trend toward more eclectic looks. It’s okay to combine plain black out with natural look sheers on a dual shade—functionality meets design without competing.” Chris Sencek, Wilson Fabrics: “A demand has also grown for more technical shade fabrics as consumers want a fabric which can perform on every level. Because the shade offerings in the market can be quite overwhelming for customers, it’s important for ranges to be simplified and streamlined. Subtle textures and soft undulating weaves in neutrals will continue to be strong, although greys are growing in popularity. Our stylists are also predicting a touch of pastel as an interesting alternative to the norm.” Derick Marsh, Rollease Acmeda: “In the residential space in particular we’re seeing an increase in grays and textures and bolder prints are finally making their way into select spaces to differentiate the look and feel. Gray has always been a solid seller, but this year I believe it will get into a more blue/gray family. Textured fabrics are also growing in popularity as they provide greater visual interest to a room. We’ve also seen an increase in people who are looking for blackouts that are not white to the outside.”

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What new shade fabric options will you be introducing in 2017 to meet these new consumer demands? Chris Sencek, Wilson Fabrics: “We will be launching our new Essentials collection in March at IWCE Charlotte. This range was developed in order to provide customers with simple, efficient and practical fabric choices that would suit any interior, while helping reduce the complexity of selecting fabrics. The collection consists of four ranges, utilizing a base color palette of eight colors. This helps to streamline the process and offers solution for all interiors. The color palette has been chosen to indicate all the most essential shades for today’s market.” Derick Marsh, Rollease Acmeda: “Balmoral is one of our new introductions, an eye-catching textured polyester fabric that is available in both blackout and light filtering. We will also be introducing a wider width program in corresponding transparent, translucent and blackout opacities. The blackout in this program has a color matching back, which looks great on a standard roller shade where the roll is exposed. We also are introducing a PVC-free solar screen program that looks and feels like our PVC-coated screen program but gives the consumer an affordable option if PVC-free is desired.” Alex Garcia, Vertilux: “The design market is very innovative, and it always seemed a bit strange that our sector of the industry remained static for so many years. There has been a pent-up demand for new products, different looks and added value. For 2017 we are launching High Living 2.0, a selection of European fabrics oriented to the American market. We are also revamping our Neolux Dual Shades collection with new models, and betting that vertical blinds will see a resurgence, so we have a new collection of fabrics for this category.”

Above left: Rich colors and subtle textures in a range of Vertilux shade fabrics. Above right: Mercury II blackout shades in grey from Wilson Fabrics. Opposite: Fabrics from the new Balmoral collection by Rollease Acmeda.

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How else has the shade market changed? Derick Marsh, Rollease Acmeda: â&#x20AC;&#x153;A decade ago the U.S. market for roller shade fabric was relatively limited and what was available tended to come in rolls no wider than 2.5 meters and usually much narrower than that. Starting around five years ago, the rapid rise in popularity of roller shades as a category was the incentive the mills needed to invest in the market. The result has been a broader variety of products in wider widths (which allows for more efficient manufacturing with reduced waste and more ability to railroad the fabric). These more attractive options have, in turn, spurred additional growth in the category. More recently, we have seen the influence of architecturally specified performance and environmentally conscious fabrics, such as metal backed screens and PVC-free screens. These will undoubtedly make their way into residential homes in the near future, but for now that is still a relatively small market for performance fabrics. Alex Garcia, Vertilux: â&#x20AC;&#x153;It has never been easier to find the right product, given the wide selection available today, but at the same time we face a more educated customer that will put our professionalism to the test. Because of this, retailers and designers often must act as technical advisors, guiding them through the range of preferences, fabrics and functions to help them find the right product for their specific need.â&#x20AC;? zz

Top: Advances in both fabrics and components has resulted in sleeker, more architectural looks, such as this single-cord, two-shade option from Rollease Acmeda. Left: Neolux Dual shades from Vertilux are one example of the many styles available to consumers who might not have previously considered roller shades.

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Shadow

Benjamin Moore 2117-30 Mysterious and moody, this rich amethyst reacts to light dramatically— changing from muted lavender greys, to an intense royal purple, to almost black. in manner. “It’s the color of the galaxy but also the color of a beautiful fig,” said said Benjamin Moore creative director Ellen O’Neill. “It’s passion, it’s bravery, but it’s also silence. It can be electrified or softened—it’s versatile.” Images courtesy of Benjamin Moore

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Shadow is a “master of ambiance,” according to O'Neill. “It is a color that calls to mind a ‘past’, yet it can also make a contemporary, color-confident statement. People are looking for layers—through tactile materials, textures and palettes that are much more bold.” Images clockwise from top: Coulisse, Vertilux and Wilson Fabrics.

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Poised Taupe

Sherwin-Williams 6039 “Consumers yearn for spaces that feel welcoming and hug them as they enter. Earthen brown combined with conservative gray, embodies all of these emotions,” explained Sue Wadden, director of color marketing for Sherwin-William. “Poised Taupe is a weathered, woodsy neutral—a modern take on a timeless classic; a complex neutral that celebrates the imperfections and authenticity of a well-lived life.” With its cool-yetwarm vibe, Poised Taupe is an ideal backdrop for a wide range of color combinations, from pastels to brights to jewels, according to Wadden.

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Images clockwise from top left: Sherwin-Williams, Horizons Window Fashions, Sherwin-Williams, Wilson Fabrics and Coulisse.

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Honey Glow

Dunn-Edwards DE5354 A warm, golden yellow with orange undertones, the warmth of Honey Glow can be used as a eye-catching accent or as a way to invigorate a whole house. â&#x20AC;&#x153;It represents global and cultural trends toward warmth, the exploration of new territories, and celebrating life filled with color,â&#x20AC;? explained color expert Sara McLean, who selected the hue for the paint company. Proceeds from the sale of Honey Glow will be sent to Honey Love, a nonprofit organization which supports urban honey bee management and education. Images clockwise from top: Dunn-Edwards, Horizons Window Fashions , Dunn-Edwards, Vertilux and Dunn-Edwards.

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Denim Drift Dulux

“Denim Drift is a beautiful, timeless and versatile grey-blue that takes on a different characteristic depending on how it's used,” said Heleen van Gent, the creative director at Dulux’s Global Aesthetics Center. The company is so invested in the color it developed an accompanying palette of 10 complementary blues, from deep navy to a barely there tint, to encourage myriad combinations from bold to subtle, crisp to soft.

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Competitive & independent High quality for your purpose At Julius Koch we have a long experience in developing, manufacturing and distributing technical textile articles for the sun-screening industry. Production takes place at our high-tech facilities in Germany and Ukraine, were we work hard to meet your demands. Meet us at IWCE, stand 616 March 8-9 2017 Or visit us at: juliuskoch.com

We are ready to meet your challenges!

Images clockwise from left: Mariak for Stacy Garcia Inc. at Blinds.com, Comfortex, The Shade Store, Dulux and Hunter Douglas

julius koch

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c Welcome to the Table INSIGHT leader board

For the past three years Alexandra’s Custom Draperies has served as “home base” for the Window Fashion Artisan Project fabrication weekend, fostering a network of sharing and creativity. Photos by Brandy Stoesz

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When Michele Martinez, the vice president of operations at Alexandra’s Custom Draperies in Houston, TX was first approached by Terri Booser, the WFAP manager, in 2014 to host the WFAP fabrication weekend, she had no idea what to expect. “We were really not sure what was going to happen,” she recalled, “but by the end of the weekend we enjoyed it so much we immediately offered to host again for the following year.” Booser developed the fabrication weekend with several purposes in mind—a critical one being to ensure that the designs envisioned for the WFAP display at IWCE were, at least, mostly complete, in time for the show. “Many of us creative types have a tendency to procrastinate,” she noted. “The fabrication weekend gives everyone a clear deadline—but with enough time afterwards to address final details before the show. Plus, as we’re mostly sole proprietors, the opportunity to trade ideas and spend time with others who share our interests and passions is a huge benefit.” Martinez echoes those thoughts as she explained why Alexandra’s continues to share its space for the WFAP fabrication weekend. “Some of our employees have partipated and assist when needed. What we’ve learned at these weekends is better than any information you can get in a class since it is all hands-on. And the friendships that have been formed through this project are priceless.” Two-time WFAP participant Rachel Barrera, of Shorty’s Window Collection, La Porte, TX, agrees. “There is something special about working with others through the fabrication weekend—an energy that inspired me to be my absolute best.” In addition to the fully-equipped workroom, another benefit to the WFAP participants is Alexandra’s sister company, Elizabeth Cole, LLC, a to the trade furniture showroom with more than 20,000sf of instock merchandise. The participants can “shop” the showroom for furniture, lighting and accessories in order to complete their vignettes for the Construction Zone installations at IWCE. See the completed designs live, this March during IWCE in Charlotte. z alexandrasdraperies.com elizabethcoledesign.com facebook:elizabethcolellcl iwce-vision.com

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Clockwise from left: Martinez, right, assisting Barrera with her first WFAP creation. â&#x20AC;˘ Jill Robson, Designs by Appointment, Franklin, TN at work on her WFAP project in 2014. â&#x20AC;˘ A look into the busy workroom during a fabrication weekend. Below: Booser, as well as others, are there to lend a helping hand to any who needs it throughout the weekend.

Window Fashion Vision | 45

INSIGHT leader board

b An Independent

46 | wf-vision.com | Jan + Feb 2017

Over the past decade there has been a great deal of consolidation in the window treatment industry. But now, in an interesting twist, U.S. fabricators have the option of a new supplier—although it’s one with a surprisingly familiar name.

h t Option

Window Fashion Vision | 47

INSIGHT leader board

In 2016 Hunter Douglas made two major acquisitions that raised serious concerns among independent manufacturers and fabricators. The first was the purchase of Levolor, announced in March; the second was the purchase of Julius Koch USA, (JK USA) a supplier of cords, tapes, ladder strings and other specialty textiles for the window treatment industry. Fortunately for those committed to a robust and competitive industry in the U.S., the former parent company of JK USA recognized a unique opportunity. For those not familiar with this aspect of the shade and blind supply chain: Julius Koch A/S was founded in Copenhagen, Denmark in 1895. It is currently jointly owned by the Karen og Poul F Hansens Fond, a foundation with statutes making it legally impossible to sell the company. All other shares are held by the present CEO Bjarne Eriksen, who has initiated the development of Julius Koch in North America, dedicated to supplying the specific needs to North American fabricators. JK USA, the company purchased by Hunter Douglas, had been founded as such a subsidiary in the 1960s, but it was sold in a management buy-out in the 1980s, after which it had no tie to the parent company except for the rights to retain the name. “The sale of JK USA raised questions for many U.S. fabricators and manufacturers regarding capacity, order precedence and product development, given that continuing to work with the company would mean essentially working with their competitor,” said Eriksen. “By establishing Julius Koch in North America, our main goals are to ensure production capacity to high runner articles for independent producers of blinds and support our customers to remain competitive in the vertical supply chain to the blind market.” Julius Koch will initally supply direct from its state-of-theart factory in Kreuzfeld, Germany. “In the meantime, we are considering establishing a U.S. warehouse facility to provide fast delivery to customers not being able to handle shipments directly from Germany,” Eriksen explained, “And, once we achieve sufficient sales volume, we will establish local production.” A Fortuitous Accident Eriksen explained that a factory fire in 2006 turned out to be a benefit in disguise, as it forced the parent company to invest in new equipment, machinery and processes. In 2015 the company increased its newest factory by 50% to better service existing customers and with an eye on the future, especially North America. 48 | wf-vision.com | Jan + Feb 2017

Eriksen explained the company’s value proposition: “Our new machinery allows us to produce to tighter specifications, which is a better fit for the improved production systems our clients have in place. Previously, many customers did not pay attention to tolerances, purchasing generic supplies at the lowest available price. But with modern fabrication systems it is costly to buy cheap, once you factor in the waste and machinery downtime, versus paying the extra upfront costs for supplies best suited to the machinery.” While Eriksen notes that its European customers choose Julius Koch as their supplier for different reasons: “For some it is our competitive price/quality position, for others it is our ability to partner in product development, or especially in the outdoor blind market, it is our cooperation with producers of assembly machinery,” he said. “Ultimately, our role is to help make our customers more competitive and that will continue to be our focus in North America.” A Well-Planned Expansion Eriksen and North American sales manager Grethe-Lise Danneskiold Samsøe anticipate an initial period of discussion to determine relevant levels for capacity, specifications and sampling for trial runs to insure customers’ complete satisfaction. “After this initial phase, the focus is likely be more on logistics and product developments,” said Eriksen, “hopefully including developments for the outdoor blind market. We are a leading supplier in Europe for these products and this market holds great potential in the U.S., and could provide existing fabricators of interior blinds with a new business platform.” “By offering U.S. fabricators a high-quality, experienced, independent option for their blind and shade components, we aim to maintain and improve our customers’ competitiveness and thereby their profitability,” said Eriksen. “We invite potential U.S. customers to try us out—we will do our utmost to make it worth your while.” Eriksen and Danneskiold Samsøe will be at IWCE in Charlotte, booth #616 to showcase their company’s offerings, answer questions and propose supply programs to interested fabricators. juliuskoch.com

Window Fashion Vision | 49

Join thousands of industry pros

MARCH 8–9

2017 Charlotte NC

SPECIAL EVENT S HOME DÉCOR FROM THE GROUND UP: AN INSIDER’S GUIDE TO THE DESIGN PROCESS Deb Barrett | Principal & Founder, Window Dressings TUESDAY, MARCH 7 • 8am−6pm

Get a unique behind-the-scenes look at the processes involved in creating almost every design product for the home. With exclusive access to manufacturers, showrooms and studios, this full day pre-conference tour brings you to the center of North America’s design universe. Transportation and lunch included. Go to wf-vision.com for a full tour itinerary. Early registration by Jan.15: After Jan. 15:

$199 $249

DUKE MANSION TOUR & HIGH TEA TUESDAY, MARCH 7 • 10:30am−2pm Built in 1915, The Duke Mansion has been home and host to leaders of the 20th century. After your guided tour, enjoy High Tea in the Ray Dining Room while you nibble on tea sandwiches, scones, and desserts prepared by Executive Chef Harrison Booth. Shuttle included. $65

WFCP FAST TRACK WORKROOM CERTIFICATION BECOME A WINDOW FASHION WORKROOM PROFESSIONAL IN 1½ DAYS Staci Faulkner | Owner, Staci Faulkner Designs STARTS TUESDAY • 9am−5pm The 6-week Fast Track program combined into a day-and-a-half. You will learn basic business set-up, basic workroom set-up, fabrication of panels, valances, Roman shades, cornices and bedding.

COCKTAIL RECEPTION

KEYNOTE LUNCHEON & BOOK SIGNING

WEDNESDAY, MARCH 8 • 3−5pm Join Rollease Acmeda in Booth 723 for a free cocktail reception on the show floor.

THURSDAY, MARCH 9 • 12:30−1:45pm Luncheon with keynote speaker Carl Dellatore, Industry Veteran, Textile Designer, Author. $65

2017 AWARDS CEREMONY

WCAA STUDENT TOUR

WEDNESDAY, MARCH 8 • 5:15−7pm Window Fashion Vision Design & Workroom Competitions – an Oscar-themed celebration at the historic Mint Museum. FREE

COCKTAIL RECEPTION & MEET AND GREET

WEDNESDAY, MARCH 8 • 3−5pm Meet award winning window treatment authority and author Luann Nigara at a cocktail hour in Wilson Fabrics booth 717.

Hands-on learning in a fast-paced class to give participants the knowledge they need to become a WFCP Workroom Specialist. Test will be given during the last session. $750

EXCITING NEW ROSTER

connect at IwCe of

THURSDAY, MARCH 9 • 1−3pm Lead by Michele Williams, WCAA Past President, Owner, Scarlet Thread Consulting. Join industry leaders for an exciting introduction to window coverings. FREE

BOOK SIGNING & COCKTAIL RECEPTION

THURSDAY, MARCH 9 • 3−5pm Meet keynote speaker and industry veteran Carl Dellatore at a book signing and cocktail hour in the Wilson Fabrics booth 717.

COCKTAIL RECEPTION

THURSDAY, MARCH 9 • 3−5pm Join Hangzhou Jiulin Wood Industry Co. & Fairway Shutters in Booth 811 for a free cocktail hour on the show floor.

EVENTS, EDUCATION, HANDS-ON TRAINING

& more!

SEMINARS AT-A-GLANCE WEDNESDAY, MARCH 8 TIME

SPEAKER

TOPIC / EVENT

CODE

PRICE

(MEMBER/NON)

OPENING CEREMONIES: Excellence is a Decision: Top 10 Things I Learned From a Well Designed Business

WE1

Workroom Math: Confidence in Your Numbers

WE2-S

$120 / $165

Modern Embellishment: The History and Revival of Trimmings

WE3

$35 / $50

Open Your Color Toolbox to Success

WE4

$35 / $50

WE5

$35 / $50

Intro to Motorized Window Coverings & How to Sell Them Confidently WE6

$35 / $50

Planning For a Profitable Window Coverings Business by Pricing Your Services Right

WE7

$35 / $50

An Installer’s Guide to Dressing the Window

WE8

$35 / $50

Put Your Wanderlust at the Window

WE9

$35 / $50

T. Paradoski / Tracy Windell

Slipcover vs Upholstery Showdown

WE10

$35 / $50

W. Hong

Top 10 Proven Ways to Convert Website Visitors Into Customers WE11

$35 / $50

8–9:15am

LuAnn Nigara

9am–Noon

A. Johnson

9:15–10:30am

J. Platina Phipps

9:15–10:30am

J. L. Weary

9:15–10:30am

L. Medford

High End Custom Window Coverings: From Picture to Reality

9:15–10:30am

O’D McKewan

9:15–10:30am

M. Williams

11am–12:15pm

J. Shinn

11am–12:15pm

D. Barrett

11am–12:15pm 11am–12:15pm

Free for paid attendees

1–2pm

S. Bursten

Panel: How to Take Your Home Business to a Half Million Dollars WE12

$35 / $50

1–2pm

Panel

Design Collaboration: The Designer-Workroom-Installer Team J. Shinn, J.R. Scully, J. Wood & R. Rucci

WE13

$35 / $50

1–2pm

LuAnn Nigara

Increase Your Profits by Finding a Niche

WE14

$35 / $50

2:30–3:45pm

D. Barrett

Pattern Play: Lessons in Scheming the Perfect Mix on the Window WE15

$35 / $50

2:30–3:45pm

J. L. Weary

Styling Secrets & Strategies

WE16

$35 / $50

2:30–3:45pm

O’D McKewan

Mastering Motorization of Custom Window Coverings

WE17

$35 / $50

2:30–3:45pm

T. Paradoski

It’s All in the Details: Embellishments and Beyond

WE18

$35 / $50

WE19

Free

5:15–7pm

DESIGN COMPETITION – Mint Museum

THURSDAY, MARCH 9 TIME

SPEAKER

9am–Noon

O’D McKewan

9am–Noon

J. Shinn

9:15–10:30am

D. Barrett

9:15–10:30am

L. Medford

Beginners: Right Solutions: Calculating Yardage and Quoting

TH4

$35 /$50

9:15–10:30am

J. Wood/R. Rucci

Printing Design Techniques

TH5

$35 /$50

9:15–10:30am

M. Williams

Be Your Brand

TH6

$35 / $50

11am–12:15pm

J. L. Weary

What’s Trending and Why it is Important

TH7

$35 / $50

11am–12:15pm

Tracy Windell / T. Paradoski

25 Workroom Tips: Work Smarter, Not Harder

TH8

$35 / $50

11am–12:15pm

W. Hong

What Will Work in 2017 to Generate More Leads

TH9

$35 / $50

11am–12:15pm

S. Schultz

The Future of Fabric

TH10

$35 / $50

12:30–1:45pm

C. Dellatore

1pm

WCAA

Student Tour

Free

TOPIC / EVENT

CODE

SUPER SESSION Advanced Techniques for Designing & Installing Motorized Window Coverings

TH1-S

$120 / $165

SUPER SESSION Inside the Installer’s Vehicle

TH2-S

$35 / $50

TH3

$35 / $50

It’s Personal: Secrets of the Bespoke Window

PRICE

Keynote Luncheon & Book Signing: Int. Design Master Class TH11

2–4:45pm

A. Johnson

2:30–3:45pm

J. Shinn

2:30–3:45pm

W. Hong

2:30–3:45pm

J. Wood / R. Rucci

(MEMBER/NON)

$65

TH12

SUPER SESSION Confident Swags

TH13-S

$120 / $165

Closing High End Sales

TH14

$35 / $50

How to Increase Your Online Reputation and Reviews

TH15

$35 / $50

Window Dressing: Now & Then

TH16

$35 / $50

LEARN MORE & REGISTER AT

IWCE-VISION.com

CONSTRUCTION ZONE THEATER Year after year the CONSTRUCTION ZONE continues to be a bustling hub for learning & inspiration as top workroom experts share their techniques, passions and talents through hands-on and lecture style demonstrations. This year’s Broadway theme is sure to delight. The Window Fashion Artisan Project features ‘over the top’ window treatments that are sure to inspire. Each display reflects six of the most popular show titles: Phantom of the Opera, Wicked, Mary Poppins, Miss Saigon, Kinky Boots, and Joseph and the Amazing Technicolor Dreamcoat. No theater is complete without a marquee and ticket booth! Stop by for your photo op in the nostalgic velvet-draped booth under the lights of the Vision17 Construction Zone Theater Marquee. (but don’t worry – tickets aren’t really needed as everything is still free!)

CONSTRUCTION ZONE THEATER

SCHeDUle

WEDNESDAY, MARCH 8 TIME

TOPIC

DEMONSTRATOR

CZ THEATER AREA

9:30am

Safe-T-Shade

Terri Booser

Show Hall

10:00am

Hand Smocking

Julie Wood

Assembly Hall

10:30am

Out of the Box Cornices

Rachel Barrera

Show Hall

11:00am

Felt Applique Embellishments

Julie Wood

Assembly Hall

11:30am

Rowley’s New Roman Shade Spring System

Laurie Medford

Show Hall

NOON

Reversible Zippered Pillow

Rachel Barrera

Assembly Hall

12:30pm

Low Bulk Attached Valance Panels

Rose Mary LeBlanc

Show Hall

1:00pm

Soft Cornices

Cathy Tucker

Assembly Hall

1:30pm

Tips from the Installer

Jeff Booser

Show Hall

2:00pm

Loading Zippers

Laurie Medford

Assembly Hall

2:30pm

Quick and Simple Faux Romans

Bianca Henry

Assembly Hall

3:00pm

One Medallion Stacked Panel

Rachel Barrera

Show Hall

3:30pm

The Trapezoid London Shade

Cathy Tucker

Assembly Hall

4:00pm

Making Beaded Tassels

Laurie Medford

Show Hall

THURSDAY, MARCH 9 TIME

TOPIC

DEMONSTRATOR

CZ THEATER AREA

9:30am

Pleating to Pattern

Ann Johnson

Show Hall

10:00m

Shaped Banding

Cathy Tucker

Assmebly Hall

10:30am

Italian Stringing

Ann Johnson

Show Hall

11:00am

Tag Gun Smocking

Cathy Tucker

Assmebly Hall

11:30am

Unique Center Field Pillows

Laurie Medford

Show Hall

NOON

Put A Knot In It

Ann Johnson

Assmebly Hall

12:30pm

Slipcovers– Cruising Around the Curves

Rose Mary LeBlanc

Show Hall

1:00pm

Sun-burst Pillow

Terri Booser

Assmebly Hall

1:30pm

Pre-lined Hinged Cornices

Jeff Booser

Show Hall

2:00pm

How to Use the Grommet Template

Laurie Medford

Assmebly Hall

2:20pm

WCAA Scholarship and Techniques

Julie Wood

Show Hall

2:30pm

Bedding Inspiration and Techniques

Staci Faulkner

Show Hall

3:00pm

Bound Zippers and Button Holes

Cathy Tucker

Assmebly Hall

3:30pm3:30pm

Safe-T-Shade

Terri Booser

Show Hall

INSPIRE design file

H 54 | wf-vision.com | Jan + Feb 2017

The Heroes Journey

A recent showhouse benefiting veterans facing challenges in their return to civilian life featured two spaces designed to soothe, comfort and inspire.

Window Fashion Vision | 55

INSPIRE design file

56 | wf-vision.com | Jan + Feb 2017

The Heroes to Heroes Showhouse was open from September 29 – November 13, 2016, in Saddle River, NJ, as a fundraiser for the Heroes to Heroes Foundation, a non-denominational 501(c)(3) organization offering programs for veterans with PTSD or facing other stressors in reintegrating into civilian life. Susan M. Niblo, ASID, created a chinoiserie-themed guest bath suite, working with a palette of purples ranging from a restful lavendar to vivid amethyst. “The Schumacher toile was the starting point for the room,” said Niblo. “The purple is a reference to the veterans—heroes every one of them—that we support.” The chinoiserie pattern inspired all the design elements—the pagoda cornice, the fretwork embellishments and more—that helped transform a nice but neutral room, into something wonderful. “The arched Palladian window let in a lot of glare,” explained Niblo. The blackout lining on the toile shade helped with that problem, but it is the painted pagoda cornice that makes the statement in the room. “The 88"-wide cornice is a single piece of MDF that I painted and installed on L-brackets,” she said. “To work with the arched window with its 6" molding, I cut the top of the cornice to drop it down over the window.” A piece of decorative molding on the bottom marks a transition to a second cornice, cut in an inverted step pattern and upholstered in a modified Greek key design.This is edged in a twisted cord and finished with tiny bells. (See the following page for an image of the cornice in production.) Stationary pinch-pleat panels in silk are interlined and finished with a Greek key trim and 3"-wide striped leading edge. These form just a slight ball-gown type pouf on the floor, adding a soft counterpoint to all the wood, marble and metal in the room. The same stripe from the edging is featured in the awning valances over the sinks, designed to help disguise the very contemporary lighting that could not be removed. In the adjoining wc, the walls were hand-stenciled in a simplified version of the chinoiserie fabric. The window treatment is a stationary soft-fold strap shade with an upholstered valance that repeats the stepped edge Window Fashion Vision | 57

INSPIRE design file

of the sink valance. Two of the silver-and-black trims used in the bathroom are repeated here to help further link the two spaces. “Making this guest bath suite true to my vision was very exciting and the fact that I did all of it myself, with the exception of the hand-stenciling—from the painting to the sewing, installation and accessorizing—was gratifying.” CREDITS PROFESSIONALS: Designer, workroom and installer: Susan M. Niblo Interior Design, Tuxedo Park, NY. Stencil artist: The Sumptuous Palate Decorative Painting. Photographer: Marco Ricca, Marco Ricca Studio, New York, NY. FABRICS: Shade: Schumacher, Shengyou Toile in iris. Cornice: Beacon Hill, Olympus in purple. Side panels and soft shade: Clarke & Clarke, Highland Court, 800255H, Conors. Awning stripe and on edge of silk panels: Clarke & Clarke, FO886, St. James, in violet color 8. Stools: Clarke & Clarke, FO752 in color 4.

TRIMS: Greek key tape: Robert Allen, Greek Key Braid in night sky. All other trims and miniature bells supplied by the designer. PAINT: Farrow & Ball: Pelt and Brassica.

Susan M. Niblo, ASID operates a full service interior design firm, based in Tuxedo Park, NY. Her company offers window treatments, upholstery, wallcoverings, staging, full planning, decorative finishes, new construction and consulting. She was recently featured on HGTV’s “Flea Market Flip” SusanNiblo.com Instagram: susanmniblo heroestoheroes.org

58 | wf-vision.com | Jan + Feb 2017

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INSPIRE design file

Gleb Belyaev of MO..OW Design is a Russian-born interior designer and architect who recently opened a Manhattan studio. He has over 20 yearsâ&#x20AC;&#x2122; experience designing everything from modern and Art Deco-style apartments to seaside villas and European palaces in Italy, Spain, Russia and Dubai. moow-design.com heroestoheroes.org Houzz: gleb-belyaev/moow-design Facebook: gleb.belyaev.58 Linkedin.com: gleb-belyaev Instagram: glebbelyaev5000 60 | wf-vision.com | Jan + Feb 2017

The entry foyer of the Heroes to Heroes showhouse was designed by Gleb Belyaev of MO..OW Design. A Russian-born interior designer and architect who recently opened a Manhattan studio, Belyaev Gleb chose to design this two-story entry because he likes a challenge. “When designing a double-height space don’t be boring, have fun—the height is a gift,” he commented.

CREDITS PROFESSIONALS: Designer and installer: Gleb Belyaev, MO..OW Design, New York, NY. Photographer: Marco Ricca, Marco Ricca Studio, New York, NY. FABRIC: Création Baumann, Energy in white. WALLCOVERING: Studio E, Princess Leia from the Metallic Collectionin white gold #2453. Élitis: Natives Maori #VP 627 03; Memoires Movida #VP 625 35. FURNITURE: Chairs: Como chairs, Turri NYC. Chest: Orion 3-drawer chest, Turri NYC. Round chest of drawers: Como classical chest of drawers, Turri NYC. Copper-finished sculpture and table: MO..OW Design. Armchair: Cubist-inspired, white metal-and-yellow leather, MO..OW Design Collection. ARTWORK: Photographs: Steven Kasher Gallery, New York, NY. Multi-colored sculpture: Paul von Ringelheim (b. Vienna 1933-2003), MO..OW Design Collection. PAINT: Farrow & Ball: Ammonite (walls and moldings), Dayroom Yellow (yellow panels).

Instead of just a transitional space that people passed through quickly, I wanted to make it a gallery, so people would stop and look,” he added. The art Belyaev selected, in particular the the Paul von Reigelheim multi-colored abstract sculpture and Cubist-inspired white metal chair with bright yellow upholstery, both situated on the upper landing, inspired the color scheme. “I put the brightest part upstairs so that people would look up there and experience the height and the scale of the space,” Belyaev explained. “I also had the white flat part of the wall and the panel moldings painted a soft gray to make the colored panels more noticeable.” Other artwork includes a double-height copper sculpture inspired by the Manhattan street grid that Gleb designed himself; photographs from the Steven Kasher Gallery—including a striking Richard Avedon portrait of a young Tony Bennett; as well as colorful wallpapers from Studio E and Élitis artfully applied to the different sections of the wall. While the entry foyer faces North, meaning that sun glare is not a primary concern, the large windows do let in a consdierable amount of light. But given the treatment Belyaev gave to the other paneled sections of the room, leaving the windows bare would have looked unfinished. Belyaev chose a laser-cut Tyvek-like fabric for the simple panels. “With its three-dimensional quality, the fabric, when installed, results in vibrating shapes of light and shadow across the foyer.” The 21-foot long panels are a single width of fabric. “Weight was a consideration, because I didn’t want to install a heavy-duty rod and brackets, so this lightweight, unlined, but sculptural fabric was perfect for the project,” said Belyaev. Simple silver rope tiebacks are installed at around five feet off the floor, three-quarters of the way down the wall. The combination of colors, textures, dimensions and styles work together to create a space that is captivating and welcoming. zz Window Fashion Vision | 61

Q : My customer wants his shades to open automatically at the same time every morning. Do you have a solution?

A : Automatic operation is the ultimate convenience of motorized

window coverings. Create that “wow” moment in the morning when your customer wakes up to sunlight instead of a blaring alarm clock. Somfy offers the Telis 1 Chronis RTS*, a single channel zone control and programmable timer so your customer can open their shades at the same time every day. In addition, our myLink™ app lets users create scenes and set schedules from a smartphone or tablet. Your customer could create a “good morning” scene to open all the shades in his room every morning (and another to close them at night). With myLink™, set and forget scheduling is as easy as opening an app on a smartphone.

Q : I never got around to becoming a Somfy Expert in 2016, but it’s my

New Year’s resolution for 2017! What are the benefits of the Expert Program?

A : The Somfy Expert program offers plenty of benefits, from improved

SEO for your company to access to Somfy’s wide range of marketing assets. Once you go through the three-step process to become a Somfy Expert, which includes e-learning, sending invoices as proof of Somfy motor sales and creating your Dealer Webpage, you’ll be listed on the Dealer Locator on SomfySystems.com. This can help improve your search rankings and also allow you to take advantage of Somfy’s marketing campaigns driving consumers to our website. In addition, we offer training opportunities, social media marketing, marketing materials and more. Becoming a Somfy Expert is truly a great way to start the year off right!

Q : I’m familiar with the DecoFlex range of wall switches but my customer doesn’t want to cut into her wall to install one. Is there another option?

A : A great solution to this issue is Somfy’s soon-to-launch Smoove 1 RTS surface

mount wireless wall switch. The Smoove simplifies installation by not having to cut into the wall at all. In addition, our Smoove battery-operated wall switch is compatible with seven different color frames, so it can fit into a wide variety of décors. Similar to the DecoFlex, it includes a button so your customer can still set a favorite position, and it can also work in combination with all RTS controls, such Have a question? as the Telis series of hand-held remotes.

Send an email to asksomfy@gmail.com

* Radio Technology Somfy® (RTS), Somfy’s exclusive control platform for motorized window coverings

INSPIRE design file

Take Your Time Designer Kathy Potts completes a gradual transformation of her own living room.

Photos by Edie Ellison, AccentÂ Photography.

64 | wf-vision.com | Jan + Feb 2017

Window Fashion Vision | 65

INSPIRE design file

Kathy Potts, a Decorating Den owner based in Lynchburg, VA, made the decision to update her living room (below left) to make it more comfortable and stylish. “The first new purchase was the leather sectional,” said Potts. “After looking through upholstery samples, my husband just wasn’t on board with any of the options, but we both loved the color of this piece.” The following year Potts replaced the stationary side panels and sheers on the main windows with updated panels and light filtering Roman shades from Horizons Window Fashions. “The west-facing windows that flank the fireplace let in a lot of light especially in the afternoon and early evening hours of summer,” said Potts. “So I lower and raise those shades regularly, while the shades on the windows facing the porch and two on the French doors (below right) stay in the raised position.” That summer Potts realized she had to manage the glare coming through the transom and arched windows as well. She chose scrolling Tableaux inserts with open patterns, customized to fit her windows, but backed these with sheer fabric. “You can order Tableaux with sun screens, but I wanted a softer look,” she explained. However, the light still wasn’t quite right, so the next summer Potts switched out the original sheers for a heavier option and that did the trick. The final update was to add Tableaux to the transom wndows that face the porch (not shown). “It was a gradual process, but that’s the benefit of being your own client—there’s no worries when you take your time and tweak things until it’s just right!” zz kathypotts.decoratingden.com Facebook: Decorating Den/Kathy Potts 66 | wf-vision.com | Jan + Feb 2017

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Interior Designers:

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The

INSPIRE on our radar

Back Story

High Point Market has become the home furnishings’ version of Fashion Week, full of elaborate displays and glamorous parties celebrating product introductions. With 11.5 million square feet of showroom space to scour in five days, my mission is to hunt for embellishments—to discover how manufacturers are incorporating details in furniture and home accessory design. At this past market, I was keenly aware of design both reacting and foretelling consumers’ elevated tastes. High-end design details, once reserved exclusively to the interior design trade, are launching in retail and ecommerce. It’s the result of information now available to the masses, through social media, decorating TV shows, Pinterest, and Houzz— but also arising from interior designers creating product lines based on their client’s needs, like furniture for open floor plans. Michigan-based interior designer Corey Damen Jenkins explained the focus on 360-degree furniture by referencing fashion: “When a model comes down the Paris runway, her gown is designed to make a statement from the front view. However, as she gracefully pivots to return, the back of her gown is ‘speaking’ too.” zz by Jana Platina Phipps 68 | wf-vision.com | Jan + Feb 2017

“The furniture in my collection is designed to float anywhere in a room—not just up against the walls,” explained Jenkins, shown above with his Alexia wing chair, one of the designs for his new collection with Leathercraft. Alexia, also shown lower left, features a pleated back gathered taut with a frog. Dining chairs at Marge Carson all make an impression with rear-view embellishment. Shown clockwise from top right: Savannah, Sinatra and Cross Channel.

Window Fashion Vision | 69

INSPIRE on our radar

Tina Nicole, lead product designer and co-founder of Nathan Anthony, sees the open space living trend as “a license to get creative.” She adds, “It’s imperative to establish visual interest from every vantage point in contemporary spaces. The backs and sides of furnishings are now as much the focal point of the room as the nexus of the seating area.” The Perle angle sofa (top) from Nathan Anthony is tufted in the back, creating curious drama while the Dali chair (above left) uses an innovative reverse-tufting technique that mimics a cascade of floating petals. • The Grant Chair by Alexa Hampton for Hickory Chair (above center) has a stealthily wrapped backside of crotch mahogany, considered one of the most beautiful and precious veneer cuts available. 70 | wf-vision.com | Jan + Feb 2017

Another observation comes from designer Denise Wenacur, of DW Design & Décor LLC, who works on spacious interior projects. “Manufacturers are more willing than ever to customize pieces as they develop relationships with the design trade that often push the boundaries of design.” With her clients doing research on design sites like Houzz, she notes, “Their eyes are opened to the newest materials and fabrications. They are looking to personalize every detail possible to show their style. Embellishment allows the consumer to express themselves in their most precious environment, their home.” The sexy Madam X chair (opposite page, lower right) from Ambella Home floats in a room,

Zack Taylor, president of Wesley Hall spoke on the need for “furnishings as

making a definite statement. • Linen color

comfortable as they are attractive— from every angle,” adding, “with fewer

blocking gives the Lockhart chair (below) by

formal settings, pieces rarely sit against a wall and must impress regardless

Design Master back appeal. Photo by Deborah

of visual perspective.” Wesley Hall customer Jeanne Chung of Cozy Stylish

Klein DK Inside Designer.

Chic in Pasadena, CA, further explained: “Designers are bringing the action to the center of the room, and in doing so the backs of chairs and sofas are left exposed. Furniture designers have delivered; the chair back is where all the action is.” The Interlude chair (above) from the Wesley Hall Peter Jacob Collection. Photo by Jeanne Chung of Cozy Stylish Chic. Jana Platina Phipps is well known as a trimmings designer with a refined vision for the use of trims in home furnishings, fashion and luxury DIY. Affectionately called Trim Queen by her clients, she adopted the moniker and launched her blog “Trim Queen Chronicles” in 2013, and now shares inspiration of modern embellishment and creativity daily via her social media channels. For more information on this beautiful topic, Phipps will be presenting her seminar “Modern Embellishments: The History and Revival of Trimmings” at IWCE Charlotte this March. Go to IWCE-Vision.com for details. TrimQueen.com Instagram: TrimQueen Pinterest: TrimQueen Twitter: @TrimQueen Facebook: TrimQueen Window Fashion Vision | 71

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