Window Fashion VISION September + October 2018 by Window Fashion Vision Magazine

31 years of window treatment inspiration

THE COLOR ISSUE!

HUES THAT WILL SPEAK TO CLIENTS IN 2019

VOLUME 39, ISSUE 5 SEPT + OCT 2018

6 TIPS FOR CHOOSING THE RIGHT COLORS FOR ANY PROJECT

SELL MORE MOTORIZED SHADES:

How to Boost Your Bottom Line and Better Serve Customers

FOCUS ON SAFETY:

A New Window Coverings Standard Is Coming

IS TRADITIONAL BACK?

Gilt and Glamour Have Returned in a Big Way

Marked by gray tones and subtle texture, new SheerWeave Style 5000 roller shade fabrics whisper quiet sophistication.

phifer.com

CONTENTS volume 39, issue 5

contents

INSIGHT

12 | Three Steps to Selling More Automated Shades Increase your profits by more confidently pitching motorized window coverings. by Roger Magalhaes

14 | Balancing User Experience and Search Engine Optimization

The right combination of the two will help customers find and use your website. by Welton Hong

16 | Five Common Mistakes of New Interior Design Business Owners

Avoid these mistakes to keep your vision clear and your company strong. by Gail Doby

18 | To Know You Is to Love You

Learn four ways public relations can help you promote your business. by Kathy Wall

20 | Living and Dying By the Due Dates

Meet customer deadlines with ease and turn current clients into epeat customers. by Beth Hodges

22 | Design an Outstanding Customer Experience

The keys are communication, transparency and being upfront with clients. by LuAnn Nigara

Window Fashion Vision | 3

B E

I N S P I R E D

COULISSE .COM CREATED IN THE NETHERLANDS

info@coulisse.us

CONTENTS volume 39, issue 5

contents INSPIRATION 26 |

Color Done Right

34 |

The Personal Side of Color

40 |

Lessons in Hospitality

These six color palettes reflect the values and interests of modern consumers—and are communicated through fun archetypes.

Three high-end hotels provide insight into the trends, colors and design elements that inspired their new window coverings. bySophia Bennett

60 |

Gaining a better understanding of color can help minimize mistakes when designing a beautiful room. by JoAnne Lenart-Weary

Is Traditional Back?

Designers are abandoning the minimalist tendencies of recent years and using lush embellishments for many projects. by Jana Platina Phipps

INDUSTRY 44 | Celebrating 100 Years of Kravet: Family, Fashion, Fun See what’s happening at this leading company as they celebrate their centennial. by Gail Gutsche

50 | Rethinking Health, Safety and Wellness The design industry must promote window coverings as a way to help consumers achieve self-actualization. by Susan Schultz

56 | New Window Covering Safety Standard Approved Starting December 15, many window coverings will have new requirements for cords and labels.

FIXTURES

44 6 | wf-vision.com | Sept + Oct 2018

10 |

Letter from the Editor | Welcome to our new editor!

71 |

Focus | Product showcase.

72 |

Coming Up | We pull back the curtain on our next issue.

31 years of window treatment inspiration

WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com Editor in Chief | Sophia Bennett sophia@wf-vision.com Creative Director | Nichole Day nichole@wf-vision.com Copy Editor | Maude Campbell maudedotycampbell@gmail.com Circulation & Database Manager/WFCP Director | Anne Bild anneb@wf-vision.com

Go to Facebook.com/wfviwce for magazine & show updates.

Keep up with all the IWCE news @IWCEVISION.

Logistics Coordinator | Samantha Banker samantha@wf-vision.com Controller | Heather Bradley heather@wf-vision.com Competition Coordinator competition@wf-vision.com

SALES

31 years of windo w treatment inspir ation

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

THE COLOR ISSUE!

CONTRIBUTORS IN THIS ISSUE

Gail Doby, Gail Gutsche, Beth Hodges, Welton Hong, JoAnne Lenart-Weary, Roger Magalhaes, LuAnn Nigara, Jana Platina Phipps, Susan Schultz, Kathy Wall

HUES THAT WIL L SPEAK TO CLIENTS IN 201 9

6 TIPS FOR CHO OSING THE RIGHT COL ORS FOR ANY PROJECT

VOLUME 39, ISSUE

5 SEPT + OCT 2018

DESIGNERS FEATURED IN THIS ISSUE

Leigh Anderson, Brian del Toro, Nanci Dennis, Magda Dubovecak, Rhonda Feero, Alexa Hampton, Christine Kohut, Yvonne Kramer, Julie Ann Loftiss, Anat and Mehrdad Steve Messri, Philip Mitchell, Rachel Moriarty, Lori Murphy, David Netto, Barbara Ostrom, Katie Ridder, Mark Sikes, Jody Sokol, Stefan Steil, Christina Tello

SELL MORE MOTORIZED SHADES:

How to Boost Your Bottom Line and Bette r Serve Custome rs

FOCUS ON SAFETY:

A New Windo Covering Standa w rd is Coming

IS TRADITIO NAL BACK? Gilt and Glamo ur Have Returned in a Big Way

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com

Window Fashion Vision magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved. Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by 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 916155698. 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 © 2018 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. May+ June 2018, Volume 39, Issue 3.

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SEPTEMBER OCTOBER 2018 VOLUME 39, ISSUE 5 On the cover: Rachel of Rachel Moriarty Interiors designed these roman shades for a historic home in San Diego. They were fabricated by the Shade Store and made with Owlish fabric by Kate Spade.

RI CC IARELLI.IT

M A N U FA C T U R E R A N D S U P P L I E R O F W I N D O W C O V E R I N G S . C O M P O N E N T S . E Q U I P M E N T

sales@uni-soleil.com.tw

www.uni-soleil.com.tw

WELCOME Letter from the Editor

Welcome new editor Sophia Bennett

am delighted to welcome Sophia Bennett as the new editor of Window Fashion VISION magazine!

Now we have the best of both worlds with Sophia and longtime editor Susan Schultz remaining on board to write about trends and other insightful articles using her vast experience in this industry.

You’ll notice some tweaks in the design of this issue as we move to a fresh new look for 2019. As always, I appreciate your ideas of what you want to see in your industry magazine so please contact me anytime.

Grace McNamera Publisher grace@wf-vision.com.

reetings new colleagues and friends! I’m honored and humbled to be taking on the role of editor for Window Fashion VISION. Even though I’ve only been working with Grace and her team

for a few months, I can tell I’m going to love it.

One of my aims is to add some new and valuable features to VISION’s pages. An article on trends in high-end hotel draperies on page 40 is the

first in a series of stories on window coverings in commercial spaces. We hope to bring you more inside looks at the wholesalers and retailers you partner with, including Kravet, which is celebrating its 100th anniversary this year (see page 45 for the full story). I know too much change can be scary, though, so rest assured that Window Fashion VISION will continue to publish articles on the topics you’re accustomed to seeing. We have a great piece on color trends for 2019 on page 35, as well as some expert advice from JoAnne LenartWeary on smart ways to use color on page 26. Our wonderful columnists will continue to bring you great tips for strengthening your business, getting more customers and increasing your profits. I look forward to collaborating with you and keeping Window Fashion VISION the industry’s most trusted source of information and ideas.

Sophia Bennett Editor sophia@wf-vision.com

10 | wf-vision.com | Sept + Oct 2018

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Exploring endless possibilities. From modern, neutral hues to subtly-textured, organic weaves in warm earth tones, these fabrics are the perfect complement to any interior design scheme. SheerWeave fabrics are also available in a variety of openness factors ranging from one to 25 percent and wide widths to cover large window openings. •

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INSIGHT business coaching

3 Steps to Selling More Automated Shades

Learning to more confidently pitch clients on motorized window coverings will help you land more jobs—and increase your profits

BY ROGER MAGALHAES

echnology is changing every aspect of our lives and homes, including window treatments. That’s why it’s necessary for people in our industry to embrace the motorization movement. I am going to share a few tips to help you become more comfortable in your sales presentations and close higher-dollar projects, including some with automated units.

STEP ONE: LEARN IT

I wish I could tell you it would be as easy as waving a magic wand and voilà: You are now an expert. But it is not. It requires time, money and dedication to understand the nuances of automated blinds.

You are only going to dominate the lingo once you have skin in the game. After you visualize where batteries are mounted, how the wires are going to be displayed, how much depth is required to install all of the extra parts besides the shade itself and what is required to program them, you will be truly ready to explain to consumers, designers and contractors where and how your products will be installed. You will also be in a much better position to explain to clients how they should expect the final product to look and perform.

I start my sales presentation assuming the client wants automated treatments.

There is no better place to test this new technology and make all the mistakes than your own home or showroom. Yes, it will require buying new treatments. Yes, it will be frustrating and demanding. But it will be worth it.

Order treatments with different power options such as regular batteries, plug-in transformers and solar rechargeable batteries.

12 | wf-vision.com | Sept + Oct 2018

When you feel comfortable with all of these options, add homerun power too. Also try different brands and various control options such as handheld remotes, timers, smartphone apps and wall-pad controllers.

STEP TWO: PITCH WITH CONFIDENCE

As professionals, we know that custom window treatments are

expensive by nature. Add extra features such as a motorized lift system, controls and power options—and extra charges for installation—and you just increased each unit by 20 to 30 percent. Obviously it just became a bit harder to tell the prospect the final price of the project. Your job is to sound as natural as possible and not to hint to the client that this price is steeper than what they might find elsewhere. Give your pitch with confidence and don’t try to cut your profits to get the sale. There is extra time involved throughout the process, including more time entering details on the orders and a more complex installation setup. You don’t want to undercut yourself by slashing your price. My own experience is this: If you are confident in your sales presentation, your client will feel your excitement and trust you. The money portion is obviously an extra barrier to surpass, but you are presenting a super-cool alternative that will make your client proud. You also need to highlight the benefits that automated shades offer that cannot be found on regular treatments, such as no exposed cords for safety, automatic schedules to open and close, and an easy way to manage hard-to-reach windows, just to name a few.

STEP THREE: CHANGE YOUR MINDSET

I used to struggle when I presented the automated option after giving a price for standard treatments. As mentioned above, custom shades are expensive, which automatically creates a sticker shock once prospects hear the price tag. Instead, I start my sales presentation assuming that the client wants automated treatments. That way, I naturally talk and show features that offer convenience and a “wow factor” to the buyer. Now that I have the client’s attention, if the price is more than what they want to pay, we can downgrade to standard controls. For the most part, if the client cannot afford the entire project with remote shades, they will try at least one unit. It is a win-win situation. You just increased your sale ticket, and another client was introduced to the automated trend. As long as you install, program and service your client properly, they will see you as the go-to dealer for automated treatments. They will see value in what you offer and not even think about buying remote shades online. I started selling automated shades back in 2006. At that time, I would sell a remote shade every six months. Fast-forward 12 years and I now sell entire homes of automated shades every week. What are you waiting for to increase your profits?

Roger Magalhaes is certified as a Professional Installer by The Custom Home Furnishing Academy, Lutron, Hunter Douglas, Somfy and Norman Shutters. He is also an active member of WCAA, founder of the Facebook group Free Speech Window Covering Pros, and 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

Window Fashion Vision | 13

INSIGHT business coaching

Balancing User Experience and Search Engine Optimization

The right combination of the two will help customers find and use your website

cronyms are fun, right? They’re especially popular in a world where we now communicate (probably far too often) in text messages. From LOL to BFF to IRL, acronyms make it easier to get the point across concisely. In that spirit, let’s talk about two other acronyms that are very important in using your window fashions website to generate leads and amplify revenue. You quite likely already know that SEO stands for search engine optimization. Great SEO is critical to getting premium rankings on search engine results lists, putting your window coverings business front and center for local searchers. Today’s other acronym is UX, which stands for user experience. (Why isn’t it UE? I’m not sure, but I’m guessing it’s because UX looks much cooler.) So how do these acronyms relate to powering the success of your window coverings business? They’re actually critical 14 | wf-vision.com | Sept + Oct 2018

BY WELTON HONG aspects of every company doing business in 2018, whether it’s small or big, local or national (or international) and retail or otherwise. However, they’re especially important to local retail businesses.

THE 401 ON SEO

Again, you’re probably familiar with SEO, and hopefully you’ve been ensuring that your website incorporates SEO best practices to put your business in the brightest spotlight possible, particularly in your local market. While it’s true that some analysts consider SEO slightly less important than it once was, due to the rise of paid advertising on search engine results pages, I can assure you that it remains a vital aspect of marketing your window fashions business online. For example, a recent study by the Moz SEO consulting company found that the average Google searcher spends less than one minute on a search. That’s one of many reasons you want your website to

be near the very top of results among window fashions companies in your geographic area. Most searchers simply don’t take the time to scroll down through lots of organic results. If you’re not one of the first ones to come up, you’re effectively invisible. And the way to be one of the first ones is to incorporate excellent SEO. Granted, a few paid results (pay-per-click ads) will appear above organic (unpaid) ones on the typical search engine results page (SERP). However, Moz found that the majority of searchers still click on an organic result before trying out a paid one. While paid ads continue to grow in importance—and have an excellent success rate for immediate lead generation, customer base growth and revenue increases— they’re still best utilized in tandem with high rankings in organic searches. And to get a high ranking, you need to have great SEO.

THE VITAL ROLE OF UX

Here’s where user experience (UX) comes in. While you want your site to have excellent SEO, you never want that to come at the cost of a poor user experience. A site could have amazing SEO yet fail miserably because the UX is so poor. In the simplest terms, UX means the experience visitors have when they interact with your website. It ignores the SEO ramifications and simply looks at whether your site is easy to navigate, looks good and works well, and overall is a joy to visit. There was a time when certain sites ignored UX almost entirely in favor of SEO. In those early days, some webmasters and site owners (incorrectly) thought UX was at cross-purposes to SEO. After all, SEO is intended to appeal not to humans but to search engine “spiders,” bits of code that crawl your site to help Google and other search platforms determine how well your window fashions site should rank on SERPs. User experience, on the other hand, is all about actual human visitors. They’re not interested in how the content and design of your site affects your SEO; they’re looking for information on your products, services and prices. They want to see testimonials, galleries, information about you and your employees. They don’t care about keywords.

THE SEO/UX BALANCING ACT

The best sites find a way to organically balance both SEO and UX concerns. There’s no point to having amazing UX if no one ever finds your site because your SEO is so poor. On the other hand, there’s no point to having a high-ranking site that attracts visitors who immediately “bounce” (leave the site), never becoming customers, because their experience with it is so poor. The good news is that if you’re primarily focused on UX, good SEO comes naturally. Users want lots of great, original, informational content relevant to their interests—in your case, that would be content related to drapes, shades, blinds, curtains and similar products. When you provide that, you naturally

superpower your SEO with relevant keywords, images and videos. Clean design that’s easy to navigate makes both human visitors and search engine spiders happy. However, it’s true that you can miss some tricks if you focus purely on UX, but they’re techniques that do not detract from visitors’ experiences on your site. You might not think to use a number of internal links in your text if you’re purely focused on readability for human visitors, but those links are critical to SEO, and they can benefit the reader as well. You typically might not worry about incorporating meta descriptions and title tags in

You should never ignore user experience in favor of SEO, but there’s no reason great SEO can’t also be central to your window coverings business website. your code, but these are crucial for helping searchers find your site. Properly tagged images are also imperative to improving your site’s SEO. They’re invisible to visitors, so they don’t impact on-site UX either way, but describing the image in an alt attribute lets the search engine know exactly what it shows and thus make it searchable. Additionally, if you’re only concerned with UX, you might write long, highly descriptive headlines for your content. However, by keeping headlines less than 55 characters, you ensure they’re completely readable on a search engine results page.

perfect time to review your site from both an SEO and UX perspective. Are you incorporating all of the best SEO factors for ranking highly in organic searches and ensuring your business’s authority with search engines such as Google? Where does your company rank right now among your local competition, and are there things you can do to improve that rank? From a UX perspective, how easy is it to navigate your site? Is it structured in an intuitive way? Is the copy well-written and compelling? Is the design attractive and clean? Are the product images easy to view and sufficient to give the visitor a good understanding of the product? Is the contact form easy to locate and fill out? If you do online checkout, is that process as simple as it could be? If you’re not sure of all the answers to these questions, it’s a good idea to speak with an online marketing expert who’s experienced in improving both SEO and UX for local businesses, particularly those in your industry. Remember, your website exists to promote your window fashions business to visitors who want to buy your products (UX), but it also must convey authority to the digital search engine spiders that determine your site’s authority (and thus its search ranking). Finding the perfect balance between the two goes a long way toward present and future success for your company. z Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line. He is the author of Making Your Phone Ring with Internet Marketing for Window Covering Companies. RingRingMarketing.com Facebook: RingRingMarketing

These are just a few ways in which UX and SEO can live in harmony. You should never ignore user experience in favor of SEO, but there’s no reason great SEO can’t also be central to your window coverings business website.

AN SEO AND UX CHECKUP

If you haven’t done so recently, now is the Window Fashion Vision | 15

INSIGHT business coaching

5 Common Mistakes of New Interior Design Business Owners

Avoid these mistakes to keep your vision for the company clear and your business going strong BY GAIL DOBY, ASID

oday’s interior design market is changing rapidly. Sometimes it feels like we’re having to adapt and innovate on almost a monthly basis. That means seasoned business owners have to stay on their toes if they hope to keep pace. For new business owners, though, it can disastrous.

It’s tough enough to get a new interior design business started without being whipsawed by the latest trends, client whims and market shifts. I know many of you are struggling at the moment. When business conditions are uncertain, that is the time to stick with the fundamentals. From my experience, there are five areas where new owners commonly need to shore up their business practices.

LOST IN THE WEEDS

It’s easy to get caught up in what’s on your to-do list for the day. You can feel a sense of accomplishment getting through that list, but that’s not going to grow your business. Schedule time each week to step back and reYour plan and view how your entire business is performing. Address problems or weaknesses before they budget are also the get too serious.

yardsticks by which you measure your success.

Running an interior design business requires managing hundreds of details, large and small. Staying on top of all those details can distract you from tending to other areas of your business. After awhile, you find yourself so far down into the weeds that you’ve

16 | wf-vision.com | Sept + Oct 2018

lost sight of the bigger picture and are no longer focused on the key drivers of your business, such as cash flow, profitability and keeping a steady stream of projects coming in.

OVERREACTIVE

Even if you’re a one-person firm, you have a lot of demands placed upon you by clients, vendors, contractors and others. Despite your best efforts at planning and managing, inevitably, problems arise. Promises and delivery dates are not met. Some weeks it may seem like all you are doing is putting out forest fires.

Of course, you can’t shirk your obligations, but take care not to fall into a reactive mode where you are spending most of your time handling other people’s problems rather than proactively pursuing

your business objectives. When problems arise, act quickly and decisively. Don’t hesitate to put the problem back on the person or provider who owns it. It’s their business to solve it to your satisfaction.

ORION

ORNAMENTAL IRON, INC.

Custom Drapery Hardware

CLOUDY VISION

Most interior designers back into running a business. What they really want to do is design. They didn’t go to design school to become small business owners. Once they get a few projects, however, they realize that having a business comes with the territory. Consequently, many new owners have a vision of the kind of designer they want to be but not of the kind of business they want to run. They may even neglect it altogether. Like a rudderless boat, however, eventually their business will run aground or crash. Take time to define a clear vision for your business. Use that to guide you in branding, marketing and choosing the clients and projects you work with.

WITHOUT A MAP

Because they don’t have a clear vision for their business, these owners fail to take the time to develop the tools they need to guide their business toward that vision. I’m talking about creating a business plan and a budget. A business plan provides the detail and direction that allow you to focus your efforts on attracting the clients you want and managing those projects profitably. The budget ensures that your business remains fiscally sound throughout the year and that you meet your revenue and profit targets at year’s end. Your plan and budget are also the yardsticks by which you measure your success. Keep careful records and evaluate how you are doing each month. By comparing actual performance against the plan, you gain valuable information on what you are doing well and where you need to improve or get help.

DESIGNER CENTRIC

Some interior designers don’t like or get the business side of their practice. They just want to do design and not be bothered with the rest. In that case, they need to hire or partner with someone to run the business for them. Others are just happy to do design as a hobby. For the rest of you, hang in there and sharpen your business skills. If you’re determined to make a go of it, you need to start thinking like a CEO, not just a designer. By that I mean you have to devote time to what it takes to run your business successfully and make it grow. When you do that, you’ll find the vicissitudes of the market matter less than what you can control. z

Window Design by New Look Interiors, PA

At Orion, our team of designers, skilled artisans, and crafts persons create a wide range of decorative drapery hardware and accessories in over 50 beautiful finishes. We’re especially delighted to work with you on projects that require custom design, custom parts, or a one-time fabrication task. That’s because from idea, to manufacture, to hand-painting, it’s all done at Orion, by Orion, just for you. We are always proud to say “Made in the USA”.

Gail Doby, ASID is the co-founder of Gail Doby Coaching & Consulting. Fill out the form on her website to request a free Clarity Session. GailDoby.com

sales@ironartbyorion.com | www.ironartbyorion.com | 877.476.6278

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INSIGHT business coaching

To Know You Is to Love You

Public relations can help clients find and choose you. Here are four ways to use public relations to promote your business

BY KATHY WALL

icrosoft chairman Bill Gates once said, “If I was down to my last dollar, I would spend it on public relations.” Given that the 1975 startup company has now produced thousands of millionaires and a few billionaires, we think Mr. Gates is a pretty smart guy who obviously manages money well. He believes PR is important, and every other successful company or brand will echo that. Does this billionaire’s quote translate to you and your small business? Can your company leverage the power of PR? You bet it can.

We like to say, “People can’t buy what they don’t know about.” If they’ve never heard of you, there’s no chance to sell them anything. How can you use PR tactics to make potential customers aware of your business and all you have to offer—rather than spending money on compete one of the professionals described above?

You can with larger companies by playing up the positive attributes of yours.

Many people hire a professional to help them gain good PR. A publicist is someone who manages an image for a celebrity, book, firm or public figure. They often work to ensure this person is seen at all the right parties and places, thereby elevating their social standing and brand caché. A public relations professional (or agency) develops a strategy and manages communications for a company or brand with the expected outcome being a positive image. They build an awareness of their client that results in greater opportunities for increased sales.

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What they both strive for is good publicity. Ink, whether the traditional kind you see in print or the digital kind you see on your computer or smartphone, is the goal. What is being said about you across media platforms carries weight with your customers and future business prospects.

BE VISIBLE

You can do this in a variety of ways. Well-written press releases will tell your story in a compelling way. Focus on news, not commercials, which are advertising. Absolutely share when you expand your square footage, employ a new hire or launch a new website. Use social media to share information about interesting happenings. It’s OK to post some content of an advertising nature there. There are a lot of people who need what you are selling. Be sure they know you exist.

WORD OF MOUTH MATTERS

Often referred to as WOM or grassroots PR, this is when people are talking about you and sharing their positive experiences in dealing with your company. This can be reviews on your website or social media sites, Yelp or even when organizations to which you belong recommend your services to their members. When you donate a gift card to a charity event and they give complimentary shout-outs to the attendees, that’s good publicity. People talking to people is one of the most effective ways you can market your business. Give them something positive to say and be sure to thank them when they do.

CAST A BIG SHADOW

You can compete with larger companies by playing up the positive attributes of yours. Try hosting a free workshop to share the latest in designer trends. Invite a big-name vendor to sponsor it and promote it everywhere using their name. You’ll benefit from the association with a brand people recognize and respect. When you hire that new workroom assistant or do anything else newsworthy, send out a press release along with a professional-looking photograph. A series of news articles, no matter how small, tells readers your company is active and thriving … and obviously someone they should add to their shopping list.

ELEVATE YOUR IMAGE

Who’s that expert? That would be you! Be seen as vibrant and in the know. Create a speaker’s bio that lists the topics you are comfortable discussing with audiences seeking design inspiration. Be sure to include your regular attendance at national trade shows from which you return with the latest home-decorating trend information. Make yourself available to local newspapers and radio or TV stations. They often are looking for experts to help round out their news reporting. Having third parties speak on your behalf and endorse your expertise immediately adds credibility to your brand. In addition, offer to speak to area women’s organizations or business groups. Their audiences will trust your recommendations and become customers. (And remember to send out press releases about your speaking gigs!) You can make more money when you have a consistent, ongoing public relations program. It’s one of the most effective tools in your marketing strategy toolbox. The positive ink instills trust that yours is a company people want to do business with. 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

Window Fashion Vision | 19

INSIGHT business coaching

Living and Dying by the Due Dates Carefully tracking all of the details around due dates helps you provide superior customer service—and turn current clients into repeat customers

BY BETH HODGES, CWP, CWTC, WFCP

his has always been a saying in my workroom: “We live and die by the due dates.” Everyone who owns or works in a workroom will know exactly what I am talking about. To me, promising a due date on an order is the kiss of death. When I do, I feel like I have given my word and am honor bound to meet that date. So most of the time I just don’t. Promise, that is. I will tell them when the order is coming up in line—and yes, there is a line. First in, first out. I won’t promise. I tell them that I will try to get it out earlier if I can find a way to work it in, but I will not promise! Not to be morbid, but I could be dead in six weeks. Or sick. My seamstresses could be out. There could be a tornado that destroys my workroom just like the one that hit Spartanburg, SC a few months ago and threw flair21 (ADO) out of business for a short time.

How do we do it? In an orderly fashion, of course. Most of my designers ask me to quote the project before they sell it to their customers. And I do this at no charge. A file folder is made for each item in the project. The draperies There must be have a file, as do the pillows, dust ruffle and every other item. This helps to ensure that nothing gets some sort of left out on the production or billing side. It also written record. My allows me to “adjust the flow.” Each designer has memory is good, but a designated color for their file, which makes it easier to find on the workroom floor.

I can’t remember everything.

Anything can happen, and the thought of sitting down and having to call those customers to delay those dates is almost more than I can bear.

All that being said, I do have an “order of things,” and I thought I would share with you the way we keep things moving along without missing due dates. I am very proud to say that we haven’t missed many in all these years. Some have slipped through the 20 | wf-vision.com | Sept + Oct 2018

cracks. I lost a customer one time because of an overdue order and have felt guilty for it ever since. She was a good customer and I’m not sure exactly what happened to delay it, but something slipped by and the order and file were misplaced or lost, and it caused a disaster. I always think that when a customer walks away it is like leaving money on the table … and that is a disaster.

Let me explain “adjusting the flow.” In our workroom, there are several seamstresses who like to do certain things and not others. I think it is natural for someone to enjoy something that they do well, so I try to distribute the workload in that order. Some love to do draperies. Some do a better job with pillows. One of the ladies can’t stand any project that is “fussy” and has a lot of small details, but her counterpart loves making pleated edgings and complicated pillows. I think you know who gets what.

I also feel that each project (except for drapery panels) is better finished by the same person. They seem to have a greater sense of accomplishment. It is a little more work for me, but it ends in a happier work environment. Happy team, happy me. Back to those files. Each has a printed label containing the customer’s name and item, designer’s name and the date of the quote. (Quotes are removed and discarded after six months.) The tentative jobs are placed together in a rolling file, filed alphabetically by designer and then by customer. When the quote becomes an order, I must have a written work order to put in the file. The two must be compared to make sure that there are no changes. Some of my designers have formal order sheets. Some will send an email. I do have designers who write their orders on the sleeve of the fabric if I pick it up (more about that later). Yes, on the sleeve of the fabric. That becomes the order. We cut it out and put it in the folder. And I have those who refuse to send me a written order. I write it up for them and email it to them to check. There must be some sort of written record. My memory is good, but I can’t remember everything. So when the order is in, the file is moved to another rolling file system for “pending orders.” As the fabrics start coming in, they live here until everything needed to complete the order is in the shop. At that point, they are dated with a “six weeks out” date and go into a file dated by week. First things in are the first in line. Newer projects go to the back of the one before it. When I process the orders, I start with that first in line and move through. It is a very efficient process. When the designer calls to ask when the project will be done, they are given that six weeks out date. We do, at times, move things around in the line when something special is coming up or something is needed sooner than the actual date. Life is a lot better, though, with that date to fall back on. About picking up fabrics … I live in a tiny town in rural Georgia. When I decided that I would expand my one-person workroom to do wholesale work, I cold-called designers in Athens, GA, which is a 45-minute drive from here. I felt that as a new workroom, I needed to give them something to distinguish me from the workrooms they were using, and that device became to pick up and deliver. All the workrooms in the area at that time required the designers to bring their fabric (by hand) and pick up the completed projects. Thirty years later I still make that drive every Thursday. I call on the designers who have requested that I stop by to pick up the fabrics for their projects and deliver the completed projects. I’ve been busy ever since! z Beth Hodges is the owner of Soft Furnishings, a retail/ wholesale workroom located in Elberton, GA. Now in business for more than thirty years, Soft Furnishings provides wholesale workroom services to higher-end designers both locally and around the country. Hodges joined the Board of Directors of the WCAA in 1994 and has since held the positions of treasurer, vice president and two terms as president. Hodges became the Director of Education for Döfix USA in 2013 and offers seminars and private training across the country. BethHodges.com Facebook: Beth.B.Hodges

Window Fashion Vision | 21

INSIGHT business coaching

Design an Outstanding Customer Experience

Communication, transparency and being upfront with clients will lead to fewer problems and higher client satisfaction

BY LUANN NIGARA

love my window treatments! The installation was impeccable! The customer service was stellar! I would use this company again and I will recommend them to my family and friends!

Home run, right? How do we hit it out of the park with our customers so we earn rave reviews like these? These are gold because they generate repeat and referral customers, which propels our business and grows our profits. If you are in business for any length of time, you already know that it takes everything from hello to goodbye to create a loyal customer who also becomes your cheerleader. Our first impression, product knowledge, the product quality, timely delivery, installation quality, repair and service guarantees all contribute to a customer’s overall satisfaction and will inform their opinion of us and our company. However, possibly the most important things we can do to design an outstanding customer experience happen before we turn a prospect into a customer.

ESTABLISH THE RULES OF ENGAGEMENT 22 | wf-vision.com | Sept + Oct 2018

At the very beginning of the relationship with our potential customer, we must provide crystal clear information about our order process and what they can expect from us and our company. Please take note: I used the phrase “potential customer.” To truly set the stage for an outstanding customer experience, we must start long before the contract is signed. For mutual understanding and agreement to be of any value, it must happen when both parties still have the opportunity to decline engagement or to negotiate the terms of engagement. It is our responsibility to establish the terms, not our customers responsibility. In fact, we want to be the one to set the stage because as important as it is to be honest about what we will do for them, it is also critical we express what we will not do for them. The client experience is built on a foundation of respect, transparency and trust. When we set up our customers’ expectations before the contract, they can evaluate if they can see themselves in our process and consciously agree to it. Once we have agreement it enables us to avoid much of the conflict that occurs in the order process.

What are some things to discuss prior to a signed contract? • Days and times available for consults and installs. Are night and weekend appointments an option or strictly Monday through Friday 9 to 5? •

Additional fees beyond product. Do you charge extra for measuring and installing?

•

Communication. Is it acceptable through email, text, cell phone or strictly through your admin?

•

Monies due. Do you accept checks and credit cards? Do you collect a 50 or 75 percent deposit before ordering and when do you collect the balance due?

•

Problems. Do you have a specific process?

•

Warranties. Do they cover service and labor or product only?

It is important to carefully review our process and share it with full transparency with our potential client. For example, if you do not work on weekends, there is no benefit to concealing this and every reason to be sure it is clearly understood. In the moment of arranging installation is not the time a customer should discover they cannot have it on Saturday. Simply phrase it from a positive point of view during the sales process. Typically, I’ll say, “When it comes time for installation, we have a terrific team of installers who are available Monday to Friday, 9 a.m. to 5 p.m., so when our showroom coordinator contacts you with an install date, if it is not convenient, please go ahead and ask her for a different one.” Sometimes the potential customer will say, “Oh, I need a Saturday installation.” This is my opportunity to explain now, before they order, that this is not possible. If this is a deal breaker for them, we do not have a dis-

agreement, or a problem, we merely have discovered incompatibility. There is no drama at this point because neither of us are at a disadvantage. The customer who could only have a Saturday install will nearly always decide they can make arrangements for a weekday if they know this ahead of time. For the ones that absolutely cannot or will not, I have the opportunity at this point to evaluate if I will change my rules for this customer or if I will decline the order. We can go forward in agreement or we can part amicably. In my experience when there is conflict in expectations and they are in the open, they can almost always be worked out to everyone’s satisfaction. It is the surprise after the fact that upsets our customers. If we are not specific and honest prior to engagement it often becomes a problem later. At that time, if we are smart, we bend, because the responsibility is always ours to explain our process and the parameters.

BE HONEST ABOUT LEAD TIMES

There are probably very few things that irritate customers more than when we miss deadlines. A day or a week might not be so horrible, but longer than that and we will affect their opinion of our business. Being late causes pangs of distrust, of wondering if they have been manipulated. Even when we eventually come through, the scar tissue is left. A missed deadline is reason enough to cause feelings of resentment. However, sometimes emotional reasons are behind the dissatisfaction. Maybe they made plans for entertaining and showing off their new drapes. Happy and excited is quickly replaced with annoyed and disgruntled. The solution: We have to tell the truth. If our lead times are running six weeks, we must be direct. Remember the adage “un-

Window Fashion Vision | 23

INSIGHT business coaching

der-promise and then over-deliver”? Explain the lead times are seven to eight weeks, and maybe we can be the hero in the sixth week. Knowing someone wants or needs something completed in four and promising it in order to get the sale when we know we cannot deliver is bad business. If a potential customer demands four weeks and we are upfront that seven or eight weeks is more realistic, it now becomes their choice to purchase within these conditions. The only way they can enter into the contract is under this agreement, so there are no surprises (unless, of course, it’s a nice surprise). If we keep an eye on it and move things along, we have the chance to come out looking pretty awesome in their eyes. It’s better to be the bad guy before contract and the good guy after, rather than the reverse.

TEACH THEM WHAT TO LIKE ABOUT YOUR COMPANY

I believe it is a smart habit for each of us to tell our potential customers exactly what is so great about working with our company and our team. As business owners, we work hard to train our team and set standards for conduct and quality. It is to our

advantage to make sure this is seen, heard and experienced. We can set the stage for a positive experience by calling attention to the things that might be taken for granted or go unnoticed. Examples include: •

Your staff are longtime employees, which indicates loyalty, commitment and stability.

•

Someone has a particular skill set that sets them apart, such as expertise in motorization.

•

You have a showroom that is particularly beautiful and pleasant to be in.

•

You send confirmation emails for all appointments so they have peace of mind in knowing appointment dates and times are confirmed.

An example that is personal to us at Window Works relates to Adriana, our showroom coordinator. Adriana is probably the most-liked showroom coordinator by our customers in our more than 35 years in business. We are regularly told by customers how pleasant, thorough and responsive she is. So, what do we do? We tell every potential customer how much they are going to like working with her! We enthusiastically explain how often we are complimented on her work and her outgoing personality. We teach them how to think about her. This triggers the new customer to notice how helpful she is. Subconsciously they are expecting it, so when it happens, they truly notice it and feel it. The difference is subtle but real. What was simply a pleasant exchange becomes, “Wow! Adriana really is terrific and it is such a pleasure doing business with Window Works.” The thread that runs through this entire process—the ability to design an outstanding customer experience—is communication. Success is found in our ability to be clear, to have not just the easy conversations but the hard ones and to be optimistic yet realistic. By communicating honestly in our agreements and actions, we ensure our customer has a memorable experience. When we do this, they will reward us by returning and bringing their friends along, too. z

LuAnn Nigara is an award-winning window treatment specialist and co-owner of Window Works in Livingston, NJ. Her highly successful podcast “A Well-Designed Business” debuted in February 2016. She has since recorded more than 200 episodes. WindowWorks-NJ.com/podcasts Facebook: WindowWorksNJ Twitter: WindowWorks_NJ Instagram: WindowWorks Houzz: Window-Works

24 | wf-vision.com | Sept + Oct 2018

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INSPIRATION color done right

color done right O

BY JOANNE LENART-WEARY, THE JLW COMPANY

h color (or colour if you are one of our international readers), how I love you! Have you ever seen an online video when a color-blind person receives a special pair of glasses to see color for the very first time? I cry every time! Imagine living in a world devoid of color. The desire to experience the joy of finding the perfect color lipstick, arranging a window box with the perfect colors or creating the best color palette for a beautiful room is almost primal. We want to strike a visual, emotional and functional chord while creating a beautiful room.

But my idea of beautiful may not be yours. For the past 43 years I have immersed myself in the art of color selection. I learned early on that we might disagree on what makes a perfect color palette, but we all agree that color is powerful. By simply understanding color, the chances of making a mistake when creating a beautiful room are minimized. Let’s look at some of my most important color tips. To help you visualize my tips, I reached out to a few of my designer friends to demonstrate color done right.

26 | wf-vision.com | Sept + Oct 2018

Magda Dubovecak Window Fashion Vision | 27

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INSPIRATION color done right

create a color thread and continuity Jan Ras with Visi

30 | wf-vision.com | Sept + Oct 2018

Dictate the eye path by connecting spaces with a color thread. Do this by establishing the key color then adding other colors in connected spaces for interest. Don’t just count on paint for color—get creative. This beautiful yotel (youth hotel) in Cape Town, South Africa personifies the power of a color thread. Yvonne Kramer of Jade and Ginja said this 80-room project took two years from concept to completion. Every space has a fun and energetic vibe. It may be yotel, but it could be an oldtel because this old decorator would love to spend some time there.

rcross the color wheel Combining warm and cool colors is an instant way to add pizzazz to a room. Rachel of Rachel Moriarty Interiors did that when she designed these roman shades with a beautiful Kate Spade fabric. This combination of red-orange (coral) and blue-green (teal) allows each color a claim to fame. When crossing the wheel, one color should always be dominant. Another smart color trick is to reverse the dominant color in the rug and window treatments.

Rachel Moriarty

out and up!

The trend today is neutral palettes with “pops” of color, particularly when staging. The reality is this will visually shrink a room. Your eye is drawn to the contrast of the pop, which is often sofa pillows in the middle of the room. If your eye is brought to the center you just made the room seem smaller. To maximize the illusion of space, bring color out to the perimeter and up the wall. In this fabulous room by Christine of Christine Kohut Interiors, the color was used in the rug and then brought out to the perimeter and up the wall in the banding on the window treatments. The result is great vertical balance created with color.

Magda Dubovecak

white walls still on-trend… with a twist

The trend of white on white has been around a while and is one that many still embrace. The problem is this color story can start to look boring. My suggestion is to use white as the canvas and then add color with the accessories. Be sure to select the right white for your space. Remember whites are rarely truly neutral. Somewhere in their DNA lurks color, which may show its face at the most inopportune times. Look for whites that best complement the rest of the furnishings. This beautiful room by Magda Dubovecak of Reimagine Interiors began with white walls. Then she selected an Anthropologie wallcovering for a creative art application. She had her installer (code word for husband) cut the mural into three pieces and mount it on frames. Whenever you can come up with an idea where your client can’t shop the price, it is a win. Creativity can always help you make money. Laura Moss

Window Fashion Vision | 31

INSPIRATION color done right

Jan Ras with Visi 32 | wf-vision.com | Sept + Oct 2018

Jan Ras with Visi Window Fashion Vision | 33

INSPIRATION color done right

JPG Media

yes, virginia, neutrals need appreciation also Color isn’t just about vibrancy… after all, most neutrals are simply a desaturated version of a color. Their chromatic nature comes out when you compare them to other paint strips or textiles. Suddenly a gray looks violet or green. Just like you might show some characteristics from your ancestors, a “neutral” may show a color when it goes on a wall that you didn’t notice originally. Saturation is the emotional component of a space. By manipulating it, you can make a space feel energetic or calm. We each will have a natural affinity to a level of saturation. Understand that and you are halfway there. When working with a neutral palette, add texture to keep it interesting. Texture is felt twice—with your eyes and hands. Lori Murphy of Element One Staging and Redesign nailed this concept in this staged property (top). Don’t you want to bury your feet in the rug or at least reach out and touch those pillows?

Barry Axelrod Jody of Jody Sokol Design added interest with textured shades, coordinated pillows and accessories (above). Jody also gave this room longevity by blending today’s trendy gray with classic honey tones. The gray works beautifully because it also has warmth.

34 | wf-vision.com | Sept + Oct 2018

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Window Fashion Vision | 35

INSPIRATION color trends

36 | wf-vision.com | Sept + Oct 2018

C O LO R T R E N D WATC H 2 0 1 9

THE

PERSONAL SIDE OF COLOR

If you were a color, what hue would you be?

hat’s the question the folks at SherwinWilliams asked themselves as they developed their color trends for 2019. Perhaps tying

into the broader trend toward finding authentic ways to connect with consumers, the company imagined each of this year’s color palettes as a person prone to adventure, whimsy, spending time in nature or celebrating the finer things in life. Each one has a personality all its own. Which one speaks to you?

Window Fashion Vision | 37

INSPIRATION color trends

Enthusiast The experts at Sherwin-Williams describe this color selection as “for those who go against the grain, break the rules or are more free-spirited than the status quo.” “It’s an opportunity to have fun and push boundaries with color,” says Sue Wadden, director of color marketing at Sherwin-Williams. . The grouping includes bright green, blue and red, a fun mix that brings to mind people who brim with enthusiasm and live life to its fullest every day.

Shapeshifter The hues in this fantastical color chart are a tribute to the people who travel to unexplored places to uncover new truths and knowledge. It includes the blue-green shades of the deep ocean; the twilight teal and yellow that have caused painters to look to the heavens and create celestial scenes; and the whites of clouds creating shapes in the seemingly endless summer sky.

38 | wf-vision.com | Sept + Oct 2018

Naturalist “Nature lovers can connect with the wonder of the world in full bloom,” says Wadden. “This collection’s lush, sophisticated tones poke out from the rainforest as colorful tendrils. Ranging from mushroom to passionate pink, the focus on botanicals is slightly classic, with bold details.” Can’t you see these colors brightening up a child’s bedroom or blending tastefully into the background on a plant-filled porch?

Raconteur

Aficionado “Like a bookcase of leather-bound literary classics, this pedigreed palette evokes nostalgia and timeless traditions,” says Wadden. “Copper and gold anchor merlot and gray. The tailored tones are tasteful, elegant and classic. It is ostentatious without being fake or showy, and has the right amount of charm to make it feel tasteful.”

The Oxford Dictionary defines a raconteur as “a person who tells anecdotes in a skillful and amusing way.” From the pale pink to the brick red to the understated neutrals, this palette is intended to call to mind the storytellers who have traveled the world and returned to spin tall tales of their epic journeys.

Window Fashion Vision | 39

INSPIRATION color trends

Wanderer “This palette is for the person who will never be fenced in, who needs to soak in the endless horizons and subtle earthy tones of the high plains,” says Wadden. “Clays, caramels and browns come from canyons to worn leather and woven wool blankets of the true New West. It brings you to a modern desert made of one part cowboy, one part Scandinavian style that produces a luxurious result.”

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INSPIRATION hotels

lessons

in hospitality BY SOPHIA BENNETT

lients in search of highend window coverings draw inspiration from a lot of places,

including elegant hotels around the world. With that in mind, we talked to three workrooms and interior designers

who were involved in replacing the

draperies at iconic and brand-new hotels. All of them shared a common thread: For projects of this size, designers told us, communication with everyone involved was key to success.

Brandon Barre Photography – Fairmont Gold Harbourview 42 | wf-vision.com | Sept + Oct 2018

Brandon Barre Photography – Signature Parlor

Fairmont Empress, Victoria, B.C. One of the most recognizable sights in Victoria Harbour is the Fairmont Empress, the glamorous hotel in British Columbia’s capital. It’s best known for its luxurious tea service in the lobby, unmatched views and status as a favored destination for Britain’s royal family. The hotel underwent a $60 million renovation in 2017. Updates included refreshing the spa and pool, bringing a new concept to the lobby and adding new fixtures (including draperies) to all 464 guest rooms. “The property is steeped in history, not just for Victoria but for Canada as well because of its historic link to the queen,” says Julie Ann Loftiss, senior project designer for HBA, the San Francisco-based interior design firm that worked on the renovation. “They wanted to bring back that sense of majesty and sophistication and luxury.” At the same time, she wanted to give the hotel a look that was modern enough to serve it for many years to come.

In sticking with the theme of royalty, Loftiss and the team chose a color palette that centered on varying shades of plum and dark blue. The drapes and roman shades were kept relatively simple so the focus could be on their interesting patterns, clean lines and details. “I think of them as being like a custom suit or ballgown that’s exquisitely tailored for the body it fits on,” she says. The windows themselves were one of the most challenging parts of the project. The hotel was built in 1908, and nearly all of the windows had slightly different dimensions or shapes. It was essential that Loftiss and the team at Westport, the Canadian company that made the window coverings, follow the old adage of “measure twice, cut once.” But the result couldn’t be more perfect: a nearly bespoke collection of window coverings that fits with the antique furnishings, elegant architecture and worldwide reputation for excellence the hotel has maintained for decades.

Window Fashion Vision | 43

INSPIRATION hotels

Millennium Biltmore Los Angeles Built in 1923, the Biltmore Hotel has hosted presidents and celebrities and played a minor role in many movies. Over the years the property had undergone many renovations, but when the owners started a remodel in early 2018, “their goal was to restore the location to its original look because they want to keep it as a historical venue,” said Mehrdad Steve Messri, who owns Los Angeles-based Galaxy Design with his wife Anat. This high-end custom drapery provider was given a challenging task: to craft window coverings and bed canopies nearly identical to the ones found in the hotel during the glamorous Roaring Twenties. The original fabrics and trims were no longer manufactured, but the Messris were able to come up with reasonable facsimiles by using high-quality polyester and tasseled trims. They also recommended recovering the gold-leaf-accented furniture with a rich chenille. The hotel was delighted with the look and function of the resulting draperies. “Everything is mounted on the back of the hardware instead of having pulls,” says Steve. That makes opening the blackout-lined curtains and sheers easier. “The canopies were a challenge,” adds Anat. “People were pulling on them, so they were drooping. We came up with a mechanism to secure them from the back, so if people were pulling on them the hotel staff could adjust them and have them come back up.”

When asked what he learned from this project, Steve says, “The traditional trend seems to live on strong. It’s crazy. We never thought it would as long as it has, but people seem to love it.” The project also reinforced the importance of gaining an understanding of the facility before starting installation. “With older buildings there’s still plaster and mortar,” he points out. “We did a pretest so we knew what we were drilling into.” For designers looking to expand their portfolio of commercial projects, Steve recommends focusing more on customer service and less on price. “A lot of times with the hotel business, it tends to be that they find someone who gives them a great price, but trying to get ahold of the guy again or get the crew to show up on time is impossible. It’s not always the price that drives the hotels. It’s more about finding someone that can provide the service in a timely manner, keep the communication alive and be there when they need you.” Kevin Tello, Carrosello Productions

Kevin Tello, Carrosello Productions 44 | wf-vision.com | Sept + Oct 2018

Some of the larger rooms at the Atticus Hotel have sitting areas. In those spaces there are roman shades lined with blackout fabric to achieve room darkening when needed. Photo by Sionnie LaFollette

Atticus Hotel, McMinnville, OR McMinnville is located in the heart of Oregon’s wine country. As the region’s status as a world-class destination for lovers of Pinot noir and other fine wines continued to grow, the community needed a boutique hotel that met visitors’ needs and expectations. That niche was filled when the Atticus Hotel opened its doors earlier this year. In keeping with Oregon’s reputation as a place that treasures the contributions of makers, the hotel emphasized sourcing materials from local artisans and manufacturers whenever possible. The window coverings were no exception. They were made by Nanci Dennis with Shades by Design, a workroom in Portland. The design came courtesy of Rhonda Feero and Christina Tello of Tello Interiors. The Atticus Hotel offers a blend of old- and new-world aesthetics in its décor, Tello explains. “One of the things that was really important to us was to keep the vibe and look very romantic and ethereal. I fell in love with a gauzy sheer and that one-panel, sweeping tie-back look.” The white-on-white curtains have a demure chevron design to provide some extra interest. Besides helping bring the outdoors inside—another popular idea among nature-loving Northwest residents—the sheer curtains draw attention to the cheerful flower boxes that adorn each window in the hotel.

At the same time, Tello acknowledges that blackout curtains are essential in a hotel. “In this instance it was a question of what was the best way to black out the rooms,” she says. In the end, she and architect Nathan Cooprider decided to add a roller shade with a minimal head detail to each room. One of the challenges of creating window coverings for a commercial setting rather than a residential one is that they have to meet fire codes. Some of the fabrics Tello selected for the project had already been treated with fire retardant. For those that hadn’t, she asked Fabricut Contract, which provided the material, to coordinate with the mill and have fire retardant sprayed on before the fabric was delivered. She and Cooprider also had to answer a question that faces many designers today: whether to make the pull-down shades manual or automated. In the end, the Atticus Hotel decided to go with the former. “In keeping with that old-world idea, we weren’t trying to be too techy,” Tello says.

Window Fashion Vision | 45

INSPIRATION 100 years of kravet

Roman shade in Angelus in Pacific. A selection of Oceanview is available through The Shade Store, a leading source of custom window treatments.

ABOVE: Les Ensembliers Collection by Brunschwig & Fils featuring a roman shade in Les Riziere Embroidery, color royal/navy and Bellechasse chair upholstered in La Pagode velvet, color navy. BELOW: Le Parnasse from Brunschwig & Fils features a drapery in Catulle sheer in white. The Continental Swedish Gustavian-style 19th-century round console is courtesy of Newel New York.

Larry Kravet and his mother Sadie at the 1981 opening of the Bethpage office in Long Island.

From the Modern Tailor Collection: New Suit in Grey Heather, Peacock, Ink, Spice and Charcoal. Didcot slipper chair – see page 48

46 | wf-vision.com | Sept + Oct 2018

Celebrating ÿþþ =)%67 of Kravet BY GAIL GUTSCHE

Handmade brass Abernathy FS[P ³ WII TEKI ĂĆ

Kravet founder Samuel Kravet

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INSPIRATION 100 years of kravet

Focus on Fine Fabrics Modern Tailor

century after it opened its doors, Kravet is celebrating its centennial in style with the newly introduced Modern Tailor collection from Kravet Couture, and the freshly introduced Kravet.com, where all of the Kravet Inc. brands can now be seen on one site.

Modern Tailor, with a nod to its famously successful founder Samuel, features traditional plaids and stripes made fresh through warm, interesting and sometimes surprising color combinations, as well as playful abstract, geometric designs. The retro designs borrow heavily from the best of yesteryear. Available in tweeds, pleats, quilts and knits, the fabrics mix and match for beautiful home furnishings that work equally well in modern and traditional interiors. “The collection pays homage to our great-grandfather (Samuel), who came to America with only a sewing machine,” says Scott. “It’s inspired by men’s haberdashery with a slant to the apparel world but scaled for home furnishings. My great-grandfather had an artisan craft—sewing—so we honored this skill by focusing on bespoke tailoring techniques in the fabrics in the collection. The historic concepts are updated with modern construction and colorways to make the collection feel both classic and contemporary.” One of the more popular fabrics in Modern Tailor is a multicolored wool stripe upholstery fabric called New Suit, which is made at a high-end wool mill outside of Prato, Italy. The multistep milling process produces a beautiful, soft fabric ideally suited to home furnishings. The wool is combed as it’s being woven, which gives

Draperies made from Asian-inspired archival pattern Dressed Up in color mink. it a soft hand. It is then singed to remove long fibers, which produces a smooth surface. Finally, it is calendered to give the fabric a felting/billiard cloth effect, then cut and sewn by hand for a custom finish. Another favorite of the collection is a velvet upholstery fabric called Taking Shape, which is fused to a soft foam, molded and then quilted. When Kravet introduced it, it was unique in the fashion world, but this technique is starting to take hold now. On the fanciful design side of the collection is Dressed Up, a mostly cotton/linen blend multiuse fabric inspired by a translation of an Asian archival pattern that lends itself to both modern and traditional interiors. The delicate leaf and flower pattern comes in four muted colors: indigo, ochre, greystone and mink. Of course, Modern Tailor is just one of many unique and successful collections spawned by the company. In addition to a robust line of Kravet collections, the company offers the complete fabric lines of Lee Jofa and Brunschwig & Fils. Lee Jofa, founded in 1823, infuses timeless English-inspired designs with fresh colors and updated patterns available in documentary-based fabrics. The French-founded Brunschwig & Fils has been producing stunning, exclusive home furnishing fabrics since 1880. Together these three fabric lines offer a plethora of opportunities for high-end to-thetrade design.

From the Modern Tailor Collection, top to bottom: Faceted in Amber, Lacing in Copper La Muse in Spice, Tweed Jacket in Cinnamon, Taking Shape in Camel, Dress Code in Cordovan and New Suit in Spice. 48 | wf-vision.com | Sept + Oct 2018

“Our textile collections are inspired by our talented textile designers, but also museum trends and exhibitions,” says Scott. “We draw inspiration from travel, the apparel world and our archives. Our customers’ tastes have changed because the age has changed. The way people lived decades ago is different than today. Today, fabrics need to be beautiful and functional. Performance fabrics lend themselves to livability—kids, pets, entertaining.”

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INSPIRATION 100 years of kravet

The Margot Cocktail table is finished with a 3/4" Carrara marble top and Tuscan Gold finish set on a smooth steel base. Made to order in the USA.

Fashion Forward CuratedKravet.com

uratedKravet.com, an e-commerce platform, successfully launched several years ago. It continues to be a favorite among designers. This edited collection of high-quality finished product encompasses numerous categories for the home including furniture/ready-to-ship furniture, bed and bath, carpet, lighting, wall décor, antique and vintage, pillows and throws, one-of-a-kind artwork, and decorative accessories. Customized designs and unique handpicked pieces from the global design market make this a convenient shopping experience for interior designers and decorators. “We’re constantly working on new products, technologies and presentations to try to satisfy our customers and anticipate their future needs. We try to provide most of the products our customers are looking for in as efficient a manner as possible,” says Cary.

The handmade brass Abernathy bowl is encrusted with hundreds of gold rings and aqua stones.

This Didcot slipper chair is upholstered in leather imported from Spain and finished with contrasting welting.

Adding window treatments to the home furnishings available through Kravet completes the circle and is another reason to celebrate its 100-year anniversary. “We started this year celebrating Founders Day and our incredible employees and partners,” says Cary. “Then we introduced our latest collection with Kravet Couture—Modern Tailor—which pays homage to Kravet Inc.’s humble beginnings. In addition, we are releasing a book with Vendome Press titled Inspired Design: The 100 Most Important Interior Designers of the Past 100 Years. It’s important to look back, but it’s also important to look to the future.” If history is a guide to the future, Kravet can expect to enjoy another 100 years of prosperity serving up the finest in-home furnishings to the design trade.

To that end, in 2016 Kravet partnered with The Shade Store which fills a formerly unfilled niche in the business: window treatments. With 61 locations in 19 states, The Shade Store offers customers access to 11 categories of custom window treatments that are all hand-crafted in the USA by skilled artisans. Both Kravet and The Shade Store blend a customer-centric culture and commitment to creating the very best experience. “The Shade Store provides our customers with the ease of onestop shopping for high-quality window treatments using the very best fabrics—all without having to leave the Kravet showroom,” says Cary. “The Shade Store is a great partner. They’re reliable and offer wonderful customer service. They also fill a need for us as a business.” 50 | wf-vision.com | Sept + Oct 2018

Beacon Hill buffet features a bold starburst pattern of banana bark panels.

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Window Fashion Vision | 51

INDUSTRY safety and other trends

52 | wf-vision.com | Sept + Oct 2018

Rethinking Health, Safety & Wellness

BY SUSAN SCHULTZ

or years the phrase “health, safety and welfare” (HSW) as it relates to the interior design industry has been synonymous with “codes and standards”: building codes, lighting codes, LEED certification and other specialties. But as the industry has focused on codes, consumers have been exploring and expanding on what HSW means to them. The design industry is left scrambling to catch up. For many of today’s consumers, and especially the increasingly home-invested millennials, HSW is an active pursuit. They measure their fitness training through wearables and apps, share their successes and failures via social media and look to every possible opportunity to improve their daily results, including tracking their sleep data. In fact, sleep is one of the clearest indicators of where this intersection between HSW and home product purchases have already made an impact. In 2014, Casper Sleep became an e-commerce phenomenon, selling $1 million worth of mattresses in its first 28 days and basically launching the “mattress in a box” category. Arianna Huffington added further impetus to this category with her 2016 book The Sleep Revolution. One of the significant aspects of Huffington’s book and subsequent interviews is that she doesn’t equate sleep with rest, but with restoration. The popularity of the health and wellness trend is not just about millennials, though. It influences all consumer groups, and, as “the sleep revolution” shows, it differs significantly from the various food and exercise trends that rose in previous decades. Wellness is a lifestyle choice for almost every demographic and sociographic group—from organic food at Walmart to ever more luxurious spa retreats. According to Euromonitor International, the global market for health and wellness offerings reached $686 billion in 2016 and it is expected to grow to $815 billion by 2021.

Rollease Acmeda AUTOMATE

Window Fashion Vision | 53

INDUSTRY safety and other trends

Rollease Acmeda AUTOMATE

It’s important to keep in mind that the concept of health and wellness is about more than just physical health. Instead, it’s perceived as a form of personal indulgence, a personal luxury. It’s reaching toward that top tier on Maslow’s pyramid. Today’s HSW-minded consumer is looking for the brands, products and services that help them be the people they want to be. This is why the design industry needs to rethink its focus on codes and standards when addressing HSW, and instead start looking for the opportunities to address the consumer’s desire for self-actualization. What does this have to do with the window treatment industry? The biggest HSW factor in the industry over the past decade has been cord-related, with product developments and communications based on making window treatments safe by minimizing or eliminating potentially dangerous cord loops. It’s a laudable goal, driven by the Window Covering Manufacturers Association (WCMA) in response to the Consumer Product Safety Commission, but it doesn’t address the need to place window coverings at the self-actualization level on Maslow’s pyramid. Instead, a focus on cord-safety puts window treatments at the very bottom of the pyramid, making it a basic need that must be satisfied. Think about it this way: At the bottom of the pyramid, you’re selling products via features and benefits. A focus on cord safety links window treatments to fear and danger—instead of beauty, comfort and ease, which is where we want consumers to focus. At the top of the pyramid, you’re selling lovely filtered light, dark and restful rooms, a better night’s sleep and improved movie experiences on a cinema-screen TV. You’re selling the opportunity for your clients to have the best possible experience in their home every day. Even this shift in mindset can help designers alter their sales pitches and draw attention to ways their products can allow consumers to live better, healthier lives.

54 | wf-vision.com | Sept + Oct 2018

Clarifying Safety Standards In the coming year it’s also going to be important to clarify and help educate consumers about the new cord standards that go into place December 15 of this year. A confused market only serves to frustrate consumers. Without understandable options from the specialty retailers and designers they might first turn to, they are more likely to resort to the easiest purchase path— stationary grommet panels, spring-tension roller shades and the like. A review of the information released for the December 15 standard updates indicates the industry will be organized into two categories of window treatments. There will be stock products, those that “are completely or substantially fabricated in advance of being distributed in commerce. The product can either be sold “as is” or modified or adjusted by the seller, manufacturer, or distributor prior to being distributed in commerce in the U.S. and it would still be considered a stock blind, shade or shading product.” Items in this category (which, according to the WCMA, accounts for more than 80 percent of all window covering products sold in the U.S. and Canada) must be cordless or have inaccessible cords. The other category is the “custom” or “custom-order products” category, which some designers still have questions about. It is defined as “any window covering that is not classified as a stock window covering, i.e., a “ready-made” product, available off the shelf.” (For more detailed information about the new window covering standard, see page 56). Leigh Anderson, owner of Willow Drapery & Upholstery in Glenview, IL, has closely followed the evolution of the cord safety standard over the past decade. She continues to have questions about the standard about to go into place. “This document determines the legal liability for my store,” she says. “And there’s only one sentence on page nine of the standard that directly talks about the special order segment. Establishing two distinct categories is a great starting place, but now we need to more clearly define what’s allowed with the custom category.”

Motorized Window Treatments The other aspect of the cord safety focus has been the growth of motorized window treatments. Motorization isn’t a cure-all for the cord issue, nor has its growth been solely driven by cord safety, but it does provide options. O.D. McKewan of 3 Blind Mice in San Diego, CA, a highly regarded window treatment motorization specialist, believes the new standard will increase the awareness of all of the new motorization options that are available to the general public. “Once consumers know what is available (in motorization), they are more likely to want them. There’s been outstanding advancement in cord-free lift systems and motorization in the last 10 years, including larger operable sizes, obstruction-sensitive motors and voice control.” McKewan also mentions that motorization assists with another component of HSW. “Motorization allows window treatments to be integrated into the home security and lighting systems, with timers to create the appearance that someone is home when they are not, and, when combined with exterior motorized window treatments, creates an additional layer of energy efficiency and security.”

COLLECTIONS

Motorization companies are indeed hoping there will be an increased focus on their products and have several new releases scheduled for the fourth quarter of 2018. “Somfy will launch an enhanced range of WireFree motors to help address the new cord safety standards,” said Somfy marketing director Tracy Christmann. “These motors will feature an embedded battery to ease installation for installers and end users and will be compatible with all roll-uptype shades.” Christmann also notes that the consumer demand for smart home solutions, driven by the rapid adaptation of voice control, is a clear benefit to motorized window treatments. “We are seeing more and more requests for a variety of connected devices to enable an entire smart home environment with interoperable solutions. The Somfy myLink device and app, which is compatible with Amazon Alexa, also allows window treatments to be programmed based on time of day or lighting conditions.” “Voice control is a game changer,” agrees Kevin Mayer, who manages motorization business development for Rollease Acmeda. “You can customize a home’s ambience in an instant without having to pull out your phone or find a remote. But, as voice control is not yet available in all markets, the U.S. is really leading the way in this.”

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He adds, “Child safety standards are going to continue to drive motorization need, which will in turn drive the innovation in motorization platforms. We are committed to innovating both in manual lift systems and with our motorization experiences. Aside from our Automate motorization line, there are a few new manual child safe lift system solutions we are bringing to market, including Fashion Wand Connect, Easy Spring Wand and Easy Spring Ultra.”

Window Fashion Vision | 55

INDUSTRY safety and other trends

Rollease Acmeda AUTOMATE

Coming Full Circle While motorization is a positive trend for the window treatment industry, it’s important that the message that gets out to the wider design community and the consumer is more that just motorization equals no cords equals safety. That’s taking one of the fastest-growing segments of the industry and positioning it at the bottom of the pyramid, which is a bad move for window coverings professionals. Instead, through education and outreach, the window treatment industry needs to communicate how window treatments can help consumers be their best selves. Addressing that concern is at the heart of the multi-billion dollar health and wellness trend. If being your best self can help redefine and build a series of profitable businesses in the mattress and solidcolor bed linen categories—two sectors that for decades were truly “sleepy”—what could it do for window treatments?

56 | wf-vision.com | Sept + Oct 2018

Susan Schultz is a former Window Fashion VISION editor. She has a background in marketing, communication and product development. Known for her insightful observations and analysis of new opportunities in design, she helped launch the first successful off-site design event in New York City. With Deb Barrett she runs Decor Tours, international design experiences developed to share unique resources and in-depth knowledge. DecorTours.com Facebook: DecorTours.DesignAdventures Instagram: DecorTours

Somfy

Inspiring a better way of living accessible to all

Closer to the End User To anticipate changing needs for motors and controls for interior window coverings and exterior solar protections, Somfy is developing direct relationships with end-users to test products during development. We’re investing in structures to actively listen to consumers, to understand how they live, pinpoint their needs and identify expectations that have not yet been expressed. Through these efforts, Somfy will continue to design solutions that improve living environments in homes and buildings to meet growing demand for comfort, security, energy savings and maintaining personal independence.

Innovation Innovation plays a vital role in Somfy’s history and culture. In fact, innovation was the driver of our founders who anticipated the international growth potential of a market that did not exist at the time: motorized controls for blinds and rolling shutters. Since then, Somfy has continued to expand through a series of innovations and offers the widest range of motor and control solutions for all types of products from blinds and shades to rolling shutters and awnings. Our innovation continues to grow with more digital and connected solutions than ever before.

Quality and Excellence For Somfy, satisfying the needs of its trade customers and end-users is one of the core elements of our vision. The quality of our products and services lies at the heart of this principle and allows us to constantly improve the experience we deliver. Our 45+ years in operation ensures you’re partnering with the most experienced provider on the market today. • • • •

160 million motors produced and sold since 1969 Production capacity of 70,000 motors a day 270 million users worldwide Robust 5 year warranty for motors and controls

• • •

45+ years of experience 4 distribution centers across North America 100% of products tested

Have a question about Somfy? Send an email to asksomfy@gmail.com or visit somfysystems.com

Window Fashion Vision | 57

INDUSTRY new safety standards

New Window Covering Safety Standard Approved

id you know there was a new window covering safety standard approved earlier this year that will impact every manufacturer, retailer, distributor, salesperson and designer working in our industry? The Window

Covering Manufacturers Association (WCMA) announced that the new standard, ANSI/WCMA A100.1-2018, will require that all stock products sold in stores and online—which accounts for the majority of all window covering products sold in the U.S. and Canada—to be cordless or have inaccessible cords.

The revised safety standard segments the market between stock and custommade products because U.S. Consumer Product Safety Commission (CPSC) data shows that requiring stock products to be cordless or have inaccessible cords will have the most immediate, significant impact on reducing the strangulation risk to young children from certain window covering cords. What is a stock product? The common denominator is that the product is produced in advance of any consumer order or request for that product. Cut-down programs typically adjust the width of a stock product, so it is still considered a stock product. It does not matter if that cut-down adjustment is made on the floor of a retail store or in a manufacturer or distributor’s plant. In keeping with this new standard, that product must be cordless or have inaccessible cords also. Corded window coverings only will be available on custom-order products. The revised standard imposes new restrictions on these custom-order products, such as requiring operating cords to have a default length of 40 percent of the blind height (currently it is unlimited) and a default to a tilt wand instead of a tilt cord. The new safety standard also includes a change in warning labels and warning tags to more graphically depict the strangulation hazard. (See examples on the following page.)

58 | wf-vision.com | Sept + Oct 2018

Window Fashion Vision | 59

INDUSTRY new safety standards

It’s important to understand that all products manufactured after December 15, 2018, must comply with the new standard, although many manufacturers are already introducing products based on the new standard. Equally important to note is that all companies which manufacture, distribute or sell window coverings in the U.S. must comply with the voluntary safety standard or face enforcement action by the CPSC and/or be open to legal action if noncompliant products are sold. “Voluntary” simply signifies that the industry worked cooperatively with the CPSC, safety experts and others under the auspices of the American National Standards Institute (ANSI) to develop the standard. ANSI mandates an open and balanced process with public review opportunities. The 18-month process required assembling a consensus body (the canvass group), submitting the draft standard to the canvass group for ballot and comment, addressing the comments received, re-balloting, a public review period, and then finally achieving approval of the standard. Industry representatives, along with consumer groups, safety

60 | wf-vision.com | Sept + Oct 2018

experts and CPSC representatives, worked incredibly hard on the revised standard. The new standard applies to new product production, but there obviously are many window coverings in the marketplace that were produced well in advance of this standard. In recognition of that issue, it is the responsibility of every member of our industry to have a discussion with every client and customer about the potential strangulation hazards associated with certain corded products so that we can increase consumer awareness on this critically important issue. Consumers today can also look for the “Best for Kids” certification label (see below) to identify cordless window covering options. WCMA created the program in 2015 to make it easier for consumers shopping for window coverings to identify cordless products. For a copy of the new standard, visit the WCMA website at www.wcmanet.org. Thanks to the Window Covering Manufacturers Association for sharing this article with us.

! WARNING

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Window Blind Cord Can STRANGLE Your Child • Children can climb furniture to reach cords. • Move crib and furniture away.

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acce e uct contains • This prod the front and back of th on s cord hich can be w e ad sh Roll Up style a loop and strangle rm pulled to fo a child. rniture to can climb fu • Children s. reach cord away. and furniture • Move crib t reach. en ev pr rds to • Shorten co Twisted or s separate. . • Keep cord rds can create a loop knotted co n’s reach. re ild ch of t cords ou 18 5.2.3 A A100.1-20 • Keep all ANSI/WCM

• Keep all cords out of children’s reach. • Attach tension device to wall or floor. • Fasteners provided with the tensio device may not be appropriate for n all mounting surfaces. • Use appropriate anchors for the mounting surface conditions.

! WARNING

Window Blind Cord Can STRANGLE Your Child • Children can strangle in the loop above the cord bead. • Children can climb furniture to reach cords. • Move crib and furniture away. • Shorten cords to prevent reach.

THE WINDOW COVERINGS ASSOCIATION OF AMERICA PROVIDES INDUSTRY PROFESSIONALS WITH NETWORKING, EDUCATIONAL PROGRAMS, MEMBER DISCOUNTS, MARKETING TOOLS, BUSINESS RESOURCES AND LEADERSHIP OPPORTUNITIES THAT CAN’T BE FOUND ANYWHERE ELSE.

• Keep cords separate. Twisted or knotted cords can create a loop. • Keep all cords out of children’s reach.

Monthly educational webinars Local chapter networking Industry discounts and members-only perks Free online directory listing on WCAA website

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INSPIRATION is traditional back?

Photo by Marco Ricca 62 | wf-vision.com | Sept + Oct 2018

Is Traditional Back?

BY JANA PLATINA PHIPPS

n observant interior designer once said, “Trimmings rise and fall with the state of the economy.” As a trimmings designer and agent for 20 years, I have seen this cycle and know it to be true. Especially when the economy tanked in 2008, trimmings were the first design detail to get cut. At long last, with a little more disposable income and confidence, the minimalistic tendency has run its course and the trim-tide has turned. This was glaringly apparent at the prominent Kips Bay Decorator Show House in New York City this year. Interior designers, both seasoned and new, used trimmings as an element of customization, whether functional or decorative. It had me wondering, “Is traditional design back?” These designers may call it by a different name, but they agree: A traditional tendency of embellishment has returned to interior design.

Updated Traditional – Brian del Toro “I think design is cyclical: for many years we've had more severe, mid-century design dominating design trends, and I think an updated traditionalism is a reaction to that. When you break down my room, the focal point—the large, vintage screen—was really the most traditional element used, and the other things are a foil to allow that to take center stage and create the feeling. I think this is what makes the room modern and traditional at the same time: we have one traditional element providing softness to a carefully edited background.”

BEDROOM: An embroidered tape from Samuel & Sons adds color, pattern and design interest to the channel tufted headboard. An open-weave passementerie, also from Samuel & Sons, gives the leading edge of the drapery a soft transition to the window and the rest of the bedroom. Window Fashion Vision | 63

INSPIRATION is traditional back?

Build on What You Love – Philip Mitchell Design Designer Philip Mitchell created a lived-in room full of family collectibles, envisioning a place where family could connect surrounded by the things they love—games, artwork and objects. DRAWING ROOM: Mixing patterns and trimmings evokes a well-worn look, especially in a slightly distressed palette. No two pillows are the same as Philip masterfully curates the idea of a collector client. Mixing in contemporary artwork makes this room feel modern.

| wf-vision.com | Sept + Oct 2018 64 |64 wf-vision.com | Sept + Oct 2018

Window Fashion Vision | 65 Photo by Nickolas Sargent

INSPIRATION is traditional back?

Contemporary Victorian Revival – Stefan Steil of Steilish Interiors and Architecture “Traditional design is having a comeback. I’ve been calling it a ‘contemporary Victorian revival’ because the trend is going towards embellishing every single surface, especially ceilings, and objects in the room. For example, not only do window treatments have more patterns now, they also have metallics woven into them to create an additional level of visual interest.”

Nickolas Sargent

CONVERTED PANTRY: A metallic branch pattern is created out of hand-sculpted plaster, embellishing the ceiling. The Aramis sconce by Barry Dixon for Arteriors has a decorative brass-wire tail or tassel.

Tweaked Traditional – David Netto “The traditional design I’m interested in is not even really traditional … there’s always something modern or different or tweaked in there to add energy—the way a Wes Anderson movie looks traditional, but is usually something quite different and strange. Also, since nobody knows how to use them anymore, there’s never been a better time to buy antiques.”

Nickolas Sargent

66 | wf-vision.com | Sept + Oct 2018

SITTING ROOM: Vintage fauteuil chair in a Louis XV style trimmed with Samuel & Sons Sunflower grosgrain ribbon under spaced nailheads.

In Victorian Tradition – Mark Hampton LLC Alexa Hampton pulled out the bells and whistles in her living room, designing her sofa in contrasting and complimentary fabrics and trimmings. She even uses passementerie at the corners in Victorian style.

LIVING ROOM: An embroidered tape by Décor de Paris gives dimension to the rich velvet fabric. Tassel fringe by Houlès and twisted cord detail Fortuny fabrics.

Window Fashion Vision | 67

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INSPIRATION is traditional back?

New + Old Sensibilities Mix – Mark Sikes Mark Sikes created his “Sleeping Beauty” bedroom for longevity. His use of textiles and color is classic, which fits with his signature style of creating timeless interiors by mixing new and old sensibilities.

BEDROOM: A tented entry is trimmed in a custom Holland & Sherry tape, setting a timeless tone. The slip-cover passementerie is by Samuel & Sons.

Nickolas Sargent

Artisanal Pattern Play – Katie Ridder Katie Ridder’s guest bedroom embellished in pattern, texture and color, was inspired by a recent exhibition at the Neue Galerie of New York called “Wiener Werkstätte 1903-1932: The Luxury of Beauty,” which showcased work from the collective of Viennese artists and craftsmen in the early 1900s. If a return to craftsmanship is a form of traditional design, Katie’s room pays homage with swirled hand-stenciled walls, embroidered bedding and embellished shades.

Nickolas Sargent

70 | wf-vision.com | Sept + Oct 2018

GUEST BEDROOM: Hand-stenciled walls serve as an artisanal backdrop to unique wavy chenille embroidery by Penn & Fletcher on the roman shades.

Nickolas Sargent

Beauty is Back –Barbara Ostrom Associates “It’s been eight years of gray. In a bad economy everything gets stripped down, from the color to trims to historical references. The look of wealth is rejected. Now we’ve turned a design and economic corner where luxury is de rigueur. Mixing 18th century with contemporary pieces feels right. It’s optimistic. People are enjoying beautiful things again.” DINING ROOM/LIBRARY: The graphic Frank Stella-inspired ceiling mural sets the palette. It was painted on canvas and hung like wallpaper and was kept intact after the showhouse. Pillows are trimmed in silk and every line on the chair is detailed in twisted cord for a make-no-mistake luxe treatment. Fabrics and trimmings by Scalamandre. Window Fashion Vision | 71

Jan Ras with Visi

Our blog is getting a redesign! Get more stories, ideas and news on Window Fashion VISION's Industry News page. • Original content • Digital and sharable versions of the magazine stories you love • Photos, links to resources and updates about what's happening in the window coverings world ONLY ONLINE: Help clients get ready for the holiday season with our guide to holiday decorating trends. We interviewed three experts to get their insights into what colors, images, tree bobbles and decor ideas about going to be icy hot this December. COMING SOON: We'll announce the keynote speaker for this year's International Window Coverings Expo on March 8-10 in Nashville. It's a name most of you will recognize Jan Ras with Visi

72 | wf-vision.com | Sept + Oct 2018

immediately for her work on multiple television show. Check back often for updates!

Focus Surewin provides quality products at competitive pricing from our Florida warehouse. Custom sourcing available. Plastic bead chain in rolls or continuous loops; numerous colors in all lengths, nickel plated and stainless chain in rolls and continuous loops in all lengths, stop balls, connectors, safety devices, c-clips, alligator clips, tassels, lift cord, vertical components, cord locks, and the easy-to-fabricate, low-profile Sure-Lift® Roman Headrail System for shades up to 50 lbs. Get our new catalog! Contact: Surewin@optonline.net, tel: 239/3623342, fax: 239/362-1383

A Modern Approach to Metallics Iron Art by Orion offers a collection of 35 finishes, including six special Italian Collection options, in color and finish combinations that range from rustic to sleek. Handmade to order in North Hollywood, CA, with many items available to ship within seven days, the Iron Art collection of rods, rings, brackets and finials is an eye-catching addition to any window. Colors and finishes can be mixed within one order and many of the rods can be paired with the company’s SwissCrystal finials for added impact. And while metallics can now be found throughout the home, even with the trend toward Maximalism, metallics should be used with a light touch, integrated with soft, natural textures and finishes. The goal is subtle sophistication and not gaudy glitz. All Iron Art finishes are offered across the entire line of 100+ finials To see all the options available, go to www.ironartbyorion.com. sales@designartbyorion.com www.designartbyorion.com 877.476.6278

Ona Drapery Hardware Company is your source for custom made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy gauge steel, wrought iron, crystal and more. Custom curving is available for all rod profiles. Be sure to look at our new Acrylic Rods, Art Glass finials and Polished Chrome finishes in addition to our popular French Rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. Select Ona Drapery Hardware and order with confidence. For a free catalog please call 800/231-4025 or visit our website at www.onadrapery.com.

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

Window Fashion Vision | 73

COMING UP in our next issue

In Our Next Issue… See the winners of this year’s Decorating Den Dream Room Contest, including this stunning bedroom from Lynne Lawson and Laura Outland of Maryland. Meet the speakersfor the 2019 International Window Coverings Expo. Plus—get great tips on restaurants and bars, music venues, cultural attractions and other places to enjoy in Nashville!

| wf-vision.com | Sept + Oct 2018 74 74 | wf-vision.com | Sept + Oct 2018

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döfix No Sew, Inc. • 1947 Ironway Dr • Sanford, MI 48657 • Tel 800-962-8983; 989-687-7999 • www.dofix.com

Window Fashion VISION September + October 2018

Articles inside

Design an Outstanding Customer Experience

3 Steps to Selling More Automated Shades

Lessons in Hospitality

New Window Covering Safety Standard Approved

Color Done Right