31 years of window treatment inspiration
IWCE 2018 highlights What a Success!
Hot New Products:
From the show floor & the WCMA Awards Educational Insights:
From speakers & columnists Simply the Best:
Volume 39, Issue 3 mAY + JuNe 2018
20+ pages of exceptional projects from the 2018 design competition
Broaden Your Interior Décor Possibilities. Introducing six new colors in the popular STYLE 5000 line of SheerWeave roller shade fabrics. Marked by gray tones and subtle texture, these new fabrics are a perfect addition to the Jacquard collection of hushed naturals and warm earth tones.
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
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CONTENTS volume 39, issue 3
insight 12 | Attract Your Ideal Client It’s not luck. You have to design
your business to attract and win your ideal clients. by Gail Doby
14 | Contact Forms: Powerful Lead-Generation Tools Few things matter as much on your website as getting the basic contact form right. by Welton Hong
16 | How to Establish Successful Vendor Relationships A productive, efficient business requires many moving parts, including your vendors. by LuAnn Nigara
14
22
18 | How to Stand Out From the Crowd Try to see yourself
through the eyes of your buyers, then offer a compelling reason to buy. by Kathy Wall
20 | Technology Is Our Future We must educate consumers
about the benefits of investing in automatic window treatments—if we can’t, we lose the future of our industry to those that can. by Roger Magalhaes
22 | Choose the Right Fabric for the Job Knowing what fabrics to
specify for what treatments makes everything easier. by Beth Hodges
24 | IWCE 2018: Making Connections The 2018 International 20
Window Coverings Expo (IWCE) attracted 110 exhibitors from around the globe and more than 3,000 attendees.
26 | IWCE 2018: Welcome to IWCE An outdoor patio overlooking Tampa Bay was the setting for the opening night reception.
30 | IWCE 2018: Featured Exhibitors New products and commentary from the show floor.
40 | IWCE 2018: Show Stoppers Attendees’ favorite products from the Expo floor.
42 | IWCE 2018: International Textiles Alliance A new partnership brings more fabric to the show floor.
44 | IWCE 2018: Speakers and Seminars Pack a Punch A 30
unique opportunity to learn everything about the industry.
48 | IWCE 2018: Richly Rewarded The Design & Workroom competition awards ceremony was a dazzling event.
50 | IWCE 2018: The Art of Industry The official announcement of the annual WCMA product awards.
inspiration 54 | Making the Most 20+ pages of winning entries from the 2018 Window Fashion Vision Design awards.
78 | Let the Sunshine In Three options for modern sheers. 44 4 | wf-vision.com | May + June 2018
54
80 | What’s Next A preview of the Workroom competition.
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Team UP
Go to Facebook.com/wfviwce for magazine and show updates.
Keep up with all the IWCE news @IWCEVISION.
Follow us and re-pin pinterest.com/wfvision.
Follow us on instagram.com/iwce2018.
30 years of window treatment inspiration Looking for online inspiration?
Check out these great pages from some of our contributors in this issue! Facebook: brebaxter Great projects and beautiful fabrics!
Facebook: LenaKroupnikInteriors An inspiring mix of her projects and passions.
WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com Editorial Director | Susan Schultz susan@wf-vision.com Digital Media & Marketing Manager/WFCP Director | Anne Bild anneb@wf-vision.com Managing Editor | Maude Campbell maudedotycampbell@gmail.com Logistics Coordinator | Amie Holsten iwce@wf-vision.com
Facebook: LPInteriors Linda showcases a lot of her favorite details.
Facebook: khwindowfashions From client prep to final installations…
Controller | Heather Bradley heather@wf-vision.com Circulation | Hervey Evans herveyevans@me.com Competition Coordinator | Claire Bowman competition@wf-vision.com
SALES
Vice President, Sales + Marketing | Susanne Young susanne@wf-vision.com
CONTRIBUTORS IN THIS ISSUE Facebook: GailaniDesigns Innovative details abound on Susan’s page.
Facebook: wfviwce Check out more highlights from IWCE!
Gail Doby, Gail Gutsche, Beth Hodges, Welton Hong, Roger Magalhaes, LuAnn Nigara, Kathy Wall
DESIGNERS FEATURED IN THIS ISSUE
Brenda Baxter, Suzanne Brock, Barbara Elliott, Susan Gailani, Angie Gardeck, Kathleen Glynn, Pam Guido, Pamela Holschuh, Karen Howland-Walker, Lena Kroupnik, Sumiko Mori, Laura O’Meara, Linda Principe, Otto & Kristi Rankin, Renee Rucci, Diane Ten Broeck, Tennille Wood, Jennifer Ward Woods, Katherine Wozniak, Lori Yanez
SUBSCRIPTIONS
877-344-7406 • WFVision@pubservice.com
31 years of window treatment inspiration
IWCE 2018 highlights What a Success!
Hot New Products:
From the show floor & the WCMA Awards Educational Insights:
From speakers & columnists Simply the Best:
On the cover: A detail from Brenda Baxter’s winning project in the Decorative Hardware & Trims category. Wrought-iron cornice detail customized by Gaby’s.Shoppe.
Volume 39, Issue 3 mAY + JuNe 2018
20+ pages of exceptional projects from the 2018 design competition
MAY + JUNE 2018 VOLUME 39, ISSUE 3
6 | wf-vision.com | May + June 2018
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 91615-5698. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 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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WELCOME grace note
With the 2018 Design & Workroom award winners at the end of an exciting evening! Thanks to Bill Whyte and his team at Kirsch for sponsoring the awards ceremony. See full coverage of the ceremony starting on page 48, and additional coverage of this year’s IWCE starts on page 24. Below: I was thrilled to welcome my good friend Monica Greenwood (right) from Chicago, IL, to the Expo with her designer, Angela Steger (left).
The International Window Coverings Expo (IWCE) in Tampa this March had the excitement and energy of shows prerecession. The waterfront Welcome kickoff party, complete with a steel-drum band, tropical food and drinks set the tone for a productive, upbeat show and conference. The lively show floor highlighted the latest shading products with a big focus on motorization and child safety. Decorative hardware and trims abounded with Kirsch’s sleek new booth showcasing the brand’s newest products. The International Textile Association (ITA) delivered new fabric suppliers that realized what a great market IWCE is for their creations. Over 20 specifically focused seminars taught attendees the specifics needed for designing, fabricating, and selling custom window coverings. My favorite part of the event is always the Window Fashion Vision Design and Workroom Awards gala when surprised winners are honored for their hard work and beautiful creations. I hope you enjoy some of the show coverage we bring you in this issue including the winners of the Design Competition (Workroom winners will be featured in the July/August issue). And definitely mark your calendars for Nashville, March 9–10, 2019!
Grace McNamara Publisher + CEO 8 | wf-vision.com | May + June 2018
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Pusher Open Position
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INSIGHT business coaching
Attract Your Ideal Client
There are three types of clients in our business: the ones you don’t want, the ones you do want, and the ones you get. Your business strategy should be to increase the number of the clients you do want. This is not a matter of luck. You have to design your business to attract and win those clients. by Gail Doby, ASID
What makes for an ideal client varies. For some designers it may be how much the client is willing to spend. For others it may be what types of projects the client wants to do or how agreeable they are to work with. Whatever the profile of your ideal client, you’ll need the same winning formula to garner more of them. Run a Professional Business Even more than design skills or previous projects, what ideal clients look for in a designer they want to work with is a high level of customer service and professionalism. The first element in the winning formula, therefore, is having great business skills. These include knowing how to market and sell your services to your ideal client, timely and responsive communications, graciously handling problems and complaints, staying on schedule and within budget, and providing a clear and comprehensive contract or letter of agreement that lays out each party’s expectations and responsibilities as well as all services covered and not covered, how they will be charged, and at what rate.
sign professional can contribute to a project, you need to have the skills to meet and exceed their expectations. For these clients, good is just not good enough. The second element in the winning formula is possessing at a high level of competence all the design skills needed to serve your ideal client well. Review your design-skills inventory.
Whatever the profile of your ideal client, you’ll need the same winning formula to garner more of them. What areas do you need to strengthen in order to compete more successfully for your ideal client? Are your skills up to date? Do you have others to whom you can outsource aspects of the project or with whom you can partner to shore up areas where your skills may be falling short?
To deliver this level of service, your back-office operations need to be in excellent condition. You will jeopardize your ideal clients’ goodwill and trust if orders are delayed, the project does not proceed as promised, subcontractors do not adhere to their schedules, charges are incorrectly billed, or changes are not confirmed and agreed upon in writing.
Do you have the necessary design and technical knowledge to provide the design solutions your clients are asking for? Have you kept current with the latest product and trends information? Do you have a sufficient network of reliable suppliers and reps, retailers, contractors, tradespeople, consultants, and custom shops to provide the items and services you need when you need them?
Demonstrate Design Excellence If you want to attract more clients who truly value good design and what a de-
To get the attention and earn the loyalty of your ideal clients, you should eliminate weak links in your business.
12 | wf-vision.com | May + June 2018
Acquire or refresh the skills you need to compete for and retain their business. Offer the Right Type of Design On the face of it, this third element of the winning formula would appear to be obvious. You are not going to attract your ideal client if their lifestyle and tastes run to casual contemporary and you excel at stately traditional. However, offering the right type of design goes deeper than just being in the appropriate style category. Know Your Ideal Client and Yourself In order to attract and retain your ideal client, you first have to understand who they are, what they need, what they want, what their expectations are in regard to working with a designer, and how they will evaluate your work. Once you have the information, make an honest assessment of your ability to serve these clients. You may need to enhance your skills or reposition your business for a different type of client. z Gail Doby, ASID is the co-founder of Gail Doby Coaching & Consulting. To request a free Clarity Session, please request one by filling out the contact form on her website. GailDoby.com.
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Contact Forms: Powerful LeadGeneration Tools INSIGHT business coaching
Online marketing can seem complicated—with talk of SEO, PPC , long-tail keywords, data visualization tools, and native advertising, etc. So you can't blame many business owners for sometimes just wanting to go back to the Yellow Pages and newspaper advertising days of old.
by Welton Hong
But not everything about finding customers over the internet needs to be so complex. In fact, one of the most powerful tools you can employ to grow your window fashions business is incredibly simple: It’s a basic contact form. Yes, I mean an old-school form in which an interested visitor will list their name, phone number, email address, and so on. It’s a core business tool, one that well predates internet marketing. Even though this is a foundational tool for generating leads, you’d be shocked how many business websites mess this up. Some don’t make their contact form easy to find or to fill out. Some fail to include
fields for the most important information. Some, amazingly, don’t include a contact form at all. A Sophisticated Process for a Basic Form Those sites are really hurting themselves for no good reason. While an effective business site incorporates a lot of important aspects, few things matter as much as getting the basic contact form right. And let me be clear: This is just as important for a small, local, brick-and-mortar business as it is for an ecommerce site. The key is not to think of a contact form as purely an information tool. For your business, it’s a lead-generation tool.
The effectiveness of your lead generation depends on how this form is designed. According to recent surveys, most marketers consider the leadcapture form to have a very significant impact on website performance. You have a very short window of time to capture anyone’s attention when that person visits your page—it’s estimated to be a mere six seconds. Take this statistic into consideration when designing your form. If it seems too arduous or time-consuming to fill out, most visitors won't even bother. A contact form does you no good if the visitor doesn’t fill it out. Your job is to make it so easy that the visitor doesn’t feel put out in any way by completing it. Why Form Design Matters Granted, capturing anyone’s time on the internet is much tougher than it used to be—and by “used to be,” I mean even a few years ago. Now that we can easily access online information 24/7 from smartphones, tablets, and even voice assistants such as Alexa or Google Home, we’ve become trained to expect instant gratification. Anything that requires more than a minute or two of our time seems like an enormous commitment. This is the challenge you’re facing whenever you’re trying to get information in an online form.
An effective business site incorporates a lot of important aspects, but few things matter as much as getting the basic contact form right. The key is not to think of a contact form as purely an information tool—for your business, it's a lead-generation tool.
14 | wf-vision.com | May + June 2018
Adding to the challenge: You want to make contact-form input as expeditious as possible, but you also want to
make sure you get everything you need to convert this visitor into a lead and then an actual customer. So you need to be judicious about which fields you include, but make sure you don’t omit anything critical. Field Work Studies have indicated that the optimal number of fields to include in your form is seven. Whether that’s best for you depends on your site and your needs, but it’s a pretty good number. Include more, and you’ll likely see a significant drop-off in conversions. Include fewer, and you miss out on valuable information you might need. Whatever you do, don’t let your contactform fields get into the double digits: That’s as good as telling visitors you don’t consider their time valuable. They’re providing you information, not taking the SAT. Keep in mind that there’s a big difference between what information you’d like to have and what you need to have. For window treatments, the best contact form keeps it pretty simple. It should have fields for: name, email, phone, comments. The first three are rather obvious, but the comment box may be the most important. You want to provide the visitor an opportunity to describe which products he or she is most interested in purchasing. Depending on how much the person wishes to include, you might get just a few words. You might also get several paragraphs. Some people keep it brief, while others really get into it. Both can be valuable. Judicious Expansion For additional fields, consider what’s most useful to your business. It’s rarely a good idea to ask for someone’s full address; many people feel uncomfortable providing that information until they’re actually in the process of buying, and it’s rarely necessary.
However, there’s nothing wrong with asking for the visitor’s zip code. This helps you determine how local the visitor is to your business, and this information can be easily factored through analytics to direct your advertising. If you do a lot of window treatments for local businesses, as well as for homes, you might want to include a simple dropdown or radio button for the visitor to select “home” or “business.” This is also beneficial for analytics, and it will make it easier for your sales staff to appropriately pitch the visitor. Another useful field can answer the question of how the visitor learned of your business. This could be an open field or another drop-down list or radio button. This is another important piece of information for directing your marketing dollars. Again, let me caution that you only want to include the fields you believe are most relevant to your business. Don’t go overboard. If you’re finding that a vast majority of visitors don’t bother with your form, it might be too long or complicated. Optimizing Your Contact Form It’s also important to make your contact form easy to find. It’s not a bad idea to include it on your landing page or home page, particularly if you find many visitors don’t bother seeking out your “Contact Us” page. Additionally, there’s nothing wrong with giving your contact form a bit of visual panache. Keep it simple, but make it colorful enough that it stands out and almost seems fun to fill out. Some companies include a bit of humorous language to make the form compelling, but when it doubt, keep it simple and respectful.
“Click Here.” Studies have shown these to be far more effective than “Submit.” Another possible option is to make the phone number field optional. Some people simply don’t like being contacted by phone, even if it’s their mobile number. (And these days, many people no longer have landlines anyway.) They’ll be far more likely to submit their information if they know you’ll be reaching them by email. With that said, I wouldn’t advise that you necessarily omit the phone number field entirely. That’s obviously very useful to your sales staff. But you’ll likely get more visitors to opt in if you leave it as an optional field. Whether that’s a worthy tradeoff is up to you. Ultimately, the bottom line is simple: The best contact form is one your visitors tend to fill out. Take some time to review the contact form for your window treatments site. A few tweaks can make a big difference in generating leads for your business. zz Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating leads from online to the phone line for window covering businesses. RingRingMarketing.com Facebook: RingRingMarketing
Another good way to persuade your visitor to complete the form is to make the button friendlier. Instead of “Submit,” which feels cold and clinical, label that button something like “Go” or Window Fashion Vision | 15
How to Establish Successful Vendor Relationships
INSIGHT business coaching
It requires a ton of moving parts to run a productive, efficient business. We rely on everyone connected to our
business to do their part and to treat our hard-earned customers with great care and respect. This includes our business partners, our employees, as well as our vendors. The vendors we choose to work with are critical to our success and profitability. Vendors who treat our customers well help us create a positive customer experience, which is fundamental in earning repeat business. But the reverse is true also. Unreliable vendors who deliver poor quality can easily ruin any goodwill we have earned with our customer. Our vendors are extensions of our business, their work and their conduct reflect on us, our business, and our brand. At Window Works we actually enjoy a unique perspective because every day we are both the trade client and the trade vendor. We work with and sell our window treatments and awnings direct to consumers, hiring various trade vendors to fulfill our orders. Alternately, we are the vendor for interior designers who hire us to execute their window treatment and awning projects for their clients. Providing both of these services for many years, we understand what it is like to rely on someone to have the best interest of your customer in mind and how vital it is to be a reliable team member. Knowing how valuable quality vendors are, what steps can you take to ensure success? Here are four areas to consider when you look for and set up your extended vendor team. How to Find Vendors For a window treatment business, your main vendors will be fabric suppliers, drapery hardware suppliers, hard treatment suppliers, and professional window treatment installers. For interior design 16 | wf-vision.com | May + June 2018
by LuAnn Nigara
firms, you will also need those vendors and depending on your business model you may also need a general contractor, a kitchen specialist, an electrician, a wallpaper hanger, a painter, a carpet workroom, a plumber, and possibly others. Source fabric, drapery hardware, and hard treatments through: • The design centers located in a nearby large city • Your local WCAA chapter • The IWCE show and conference • This magazine Source other vendors and trades via: • Professional colleagues • Personal recommendations of friends and family • Local retailers where you purchase your tile, carpet, paint, etc. • ASID, IDS, or other trade organizations • Chamber of Commerce • Better Business Bureau How to Evaluate Vendors Once you have found a vendor, how do you know if their standards meet yours? The real test will be in working with them for a project or two but there are questions you should ask to learn about their business philosophies. • What are typical lead times for new orders? • What happens if I order the wrong item? • What happens if the vendor orders/ sends the wrong item? • What is the typical lead time for turning problem orders around? • What happens when I have a technical
problem and I require more help than a phone call? • If I need pricing outside of standard specifications, how do I get it? • What happens when I receive damaged goods? • Will I have a dedicated account representative? • Do you have your own team of installers/technicians or do you hire subcontract labor? • Do you have an assistant or office manager to handle phone calls, scheduling, and ordering? • What is your typical response time to phone calls, to emails? The answers will not guarantee a vendor is 100% reliable but the way they are addressed will reveal their attitude toward customer service and give you insights on how they conduct their business. You will be able to discern if they have pride in their business and that your best interest is of value to them. How to Establish Rules of Engagement Respect is the critical component in successful vendor relationships. This is the area where a two-way street is essential. We must show and give respect to our vendors in order to expect and receive it from them. Have you ever asked a vendor if they could complete something within a specific time frame—explaining how three other trades delivered late, how the project is behind, and you need them to shorten their normal lead times. If the vendor says, “I’ll try,” we take that
as “Yes,” right? And then if he is late, we get upset at him. But it’s important to understand, he didn’t let us down, we forced him into a rock-and-a-hard spot. This is not fair and does not cultivate trust and respect. There are dozens of ways we disrespect our vendors, oftentimes without even thinking about it. The next time there’s an issue, try looking at the situation through your vendor’s perspective before reacting to see if you are truly being reasonable. In addition to that, here are some good rules to follow: 1. Respect their professional advice and suggestions regarding applications, limitations, and product use. 2. Respect their time and be prepared for their visit. 3. Take notes during the measure/field visit and compare directives and specifications before leaving the meeting. 4. When preparing your PO, include all essential information. If your PO cannot be completed because you have not made all of your selections or decisions, wait until you have that information. Sending an incomplete PO is useless and a waste of everyone’s time. 5. Collate changes and send one email or send a revised PO. This is not always possible but the point is not to send changes as they come to mind, swamping your vendor with an unorganized list of updates. 6. Expect some installs will not be completed, and in these events, don’t throw your vendor under the bus. It will always backfire because the only logical response can be, “So why did you hire that vendor?” The most productive reaction is to be calm and to be part of the solution.
7. Always have your vendors’ back, convey your appreciation, and you will encourage and earn their loyalty. How to Manage Vendors You can and should have expectations from your vendors, too. At Window Works, we set high standards for how we treat our vendor relationships and we require a high level of service from our vendors. They need to continually earn our repeat business. Some examples of our expectations include: 1. We require each of our major-player sales reps to visit our showroom once per quarter, at minimum. They must carefully go through our library and pull the discontinued books and samples and they must alert us when a book is starting to cycle out, meaning 20% or more of the book will have limited stock. 2. If we call or email with an SOS situation, we receive a return contact within 24 hours. We promise not to be “the boy who cries wolf” and involve them in problems that we can handle ourselves, and in exchange they must react quickly and decisively when we reach out. 3. They must be our advocate with their higher-ups. When we make mistakes, we will own them and in exchange for not embellishing and finagling they must work on our behalf for equitable resolutions. 4. They must communicate with us directly and honestly. We are not interested in conversations that stretch the truth about lead times, production problems, or anything else. Tell us what you can realistically do so we can in turn manage our customers’ expectations. Whether the information is good or bad, being upfront wins the day, every day.
quarterly who demonstrate a respect for our business and who maintain our library. If a rep misses two quarters in a row, without contact or explanation, we specifically do not show their fabrics to clients during this period of absence. If a rep misses visits for a full year, again without contact or explanation, they get a phone call to pick up their books. I always explain to them, I never make a sale without being present, helpful, and engaged with my clients and neither will they. Two-way street, right? It all comes down to teamwork. Everyone working in harmony, each understanding their role in creating customer experiences that grow our business, that build our reputation and ultimately serve the needs of our customers. When each of us comes to the table prepared to do our best and in the spirit of camaraderie and cooperation, we can create an environment of mutual respect where all of us benefit and profit. And best of all, we create magic for our customers. 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 and she has since recorded more than 200 episodes. windowworks-nj.com/podcasts Facebook: windowworksnj Twitter: WindowWorks_NJ Instagram: windowworks Houzz: window-works
5. We intentionally rotate our fabric sales between the reps that visit Window Fashion Vision | 17
INSIGHT business coaching
How to Stand Out From the Crowd What are your points of difference? What distinctly different things do you offer? Are you bigger, better, faster, or provide something that’s “can’t-get-it-anywhere-else”? Identifying your “wow” and then communicating it requires strategy and calculated bravery. Success is offering compelling reasons to potential customers so they become not only immediate buyers but longtime loyalists. Generally speaking, you have to cost less (with at least the same value) and/or offer something they can’t get elsewhere. Merchandising Matters That’s why big companies source proprietary products and use brand names to sell through multiple channels, even if the item is the same. They change it a bit—subtle nuances in trim, hardware, or color—and it becomes “unique” to shoppers.
How do people see you? Do they think of you first? Do they think of you at all? Try to see yourself through the eyes of your buyers, then offer a compelling reason to buy. by Kathy Wall
widget can be found at lots of other places. More damaging to their credibility is when they boast about a “new” line that has been sold by their competitors for some time. So beware of descriptions and claims that cannot be substantiated. Differentiating Service If you are service provider, proving you are unique can be even more challenging. Truthfully saying you’re better or faster needs to be qualitative. Unless you have research from a respected source to substantiate a claim, focus instead on things like location and experience.
Can you say you are conveniently located to the city or other popular destinations? After all, time is money and everyone is in a rush these days. Have you had happy customers for Example: a “Sofa” decades? Say so in basic brown ofbut phrase it so fered in store A is that you sound the exact frame as timeless instead the “Brambleberry of “old,” especially Hill Sofa” in lovely if you are trying cabbage rose to woo younger fabric available customers. A good in store B. Most freelance copyoften, store B gets writer can help the sale (and a with this posipotentially higher tioning. Perhaps ticket) because you’ve received they stood out prestigious and among the compecoveted awards? tition. Be sure you note As a service provider, proving you are unique can be challenging. A strong, distinctive brand is one way to these distinctions help you stand out from the crowd. Research the competition to ensure you create a totally unique identity in your marketing You don’t have to in your marketplace. Make the colors, typography, layout, logo, and taglines uniquely you. materials, social reinvent the wheel media, and websites. Ask to use the icons or logos of the when merchandising, sometimes all it takes is to tweak the award-givers to make these honors stand out. styling and give it a new name. Use keywords that play well with your company image. Hire a professional photographer and photo stylist at least once a year to capture the best of your work. This is not just But, hold on, there’s a caveat here. Manufacturers who launch to document your work for reference but to showcase it as “new” products often tout that their new widget is, well, new. Because they are busy working with customers, they often you rise above your competition. Have the copywriter craft a blurb about each project that highlights what makes that don’t see what buyers are seeing, which is that the “new” 18 | wf-vision.com | May + June 2018
job unique. Give the designs and projects names that tie back to your company. You created those treatments and/ or installed them—no one else can claim that. The Benefits of Rebranding We’ve previously talked about rebranding; this process gives you the perfect opportunity to ensure your company stands out from the crowd. It is certainly the easiest way to control how your brand appears differently. Research the competition to ensure you create a totally unique identity in your marketplace. Make the colors, typography, layout, logo, and taglines uniquely you. Even the paper used for business cards leaves an impression with customers. We recently upgraded to an extra-thick stock and a design with rounded corners. Every time we hand one to someone we get a pause as they feel the difference. Easy-peasy steps: 1) Be sure your company is seen as both reputable and fresh in your marketplace.
3) Position your product or service using phrases that lead the reader to you. 4) Get the business! 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
2) Keep your merchandising on trend by showing updated, recent photography to illustrate what you do differently than your competition. Ditch the dated shots no matter how proud you are of that job you did twenty years ago.
Window Fashion Vision | 19
INSIGHT take note
Technology Is Our Future It is our job to educate consumers about the benefits of investing in automatic shades,
blinds, and even drapery tracks. And if we can’t, we’re going to lose the future of our industry to those that can. Back in the early ’90s I was going to vocational school to learn robotics. I was a teenager and it was super cool to learn the latest technologies at that time. Back then, cell phones did not exist and the internet was something used only at libraries and schools. Fast-forward almost 30 years later: Technology has improved exponentially. Cell phones are practically a necessity in our lives and no one can live without internet for more than a day or two, while electric cars, streaming video, and even cryptocurrencies are topics of everyday conversations. The Tech-Trend Curve My point is that the window treatment industry has followed the trend as well, if just a bit more slowly. Back in 2006 when I was starting out as an installer: motorized jobs were a rarity, only one every three to six months. And those were only for one or two shades in the whole house while the rest of the windows featured conventional shades, draperies, or blinds. But those few jobs were enough to keep me eager and interested in automated treatments and smart home technology. Just like my days back in college, studying robotics, I wanted to become proficient working with these new technologies. I never stopped going to as many trainings and classes available. I even became somewhat of a joke in some of the classes—attending them three, four, and even five times. But every time I went, I learned something new or was reinforcing some of the already learned prior knowledge. But this extra effort is paying off big time now. Manufacturers are advertising regularly to consumers about the benefits of smart technologies and home integration. Young adults are so comfortable using their smartphones that they think it is a natural thing to have their shades operated by phone. Understanding the Future As professionals, it is our job to educate consumers about the benefits of investing in automatic shades, blinds, and even 20 | wf-vision.com | May + June 2018
by Roger Magalhaes
drapery tracks. Custom window treatment consumers are willing to spend extra money for something worth it. But because this trend is still relatively new, they want to feel comfortable with the dealer/designer providing such services. If the client feels that you are not knowledgeable, or confident about the product you are offering, they will go to the internet looking for someone who is. So, my advice to you is to start learning this technology and get comfortable with it. Otherwise you may not be around in the near future. If you don’t believe that your job is in jeopardy, just take a look back at Kodak. The company dominated 97% of the market selling film for photography. And in a matter of three years, the digital camera world put that company out of business. In my next article I will go over a few tips and techniques I use on my sales calls to encourage customers to consider the benefits of automation. But in the meantime, I strongly encourage you to start your own journey in the technology shaping our industry and become the driver of your own future. z Roger Magalhaes is a certified Professional Installer by The Custom Home Furnishing Academy, Lutron, Hunter Douglas, Somfy and Norman Shutters, an active member of the WCAA, founder of the Facebook group Free Speech Window Covering Pros and the founder and owner of Shades IN Place, Inc., Franklin, MA, established in 2006. ShadesInPlace.com Facebook: shadesinplace Twitter: Shades_IN_Place Houzz: shades-in-place
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Choose the Right Fabric for the Job INSIGHT take note
There is a great lack of training in window treatments and knowledge about fabrics, and most importantly for workrooms, about which fabrics are suitable for specific window treatments. by Beth Hodges, CWP, CWTC, WFCP
I work with both experienced and inexperienced interior designers. Living near a major university, there are many new designers entering the market each year, trying to make a living. I recently asked one of these new designers if she had any experience with window treatments and she replied that she had taken a quarter on them in school. I can promise you that one quarter in a university does not prepare you for the wide, wide range of products you will have to consider when you design window treatments for a client.
flowing style instead of one that is heavy or thick. An open weave or sheer fabric may be unsuitable for use on a cornice but lend itself beautifully to unlined draperies, however it wouldn’t be appropriate if you intend to have your draperies lined or interlined as the interlining or
One of the most frequent problems are related to inappropriate fabric choice. In my experience, most designers see color and pattern first. It’s their job to put together pattern, color, and shapes, but when the time comes for window treatments, there are other intrinsic characteristics of fabric that must be taken into consideration.
lining can change the color of the fabric. If you must line a sheer, it is often best to use the same fabric or another sheer fabric in the same color.
What’s the Weight? If you intend to have a cornice or window treatment with flat sections, you need to choose a fabric that is thicker. Upholstery fabric is often perfect for cornices, pelmets, or other single-layer flat treatments, but does not lend itself to treatments that are folded. If fabric chosen for a cornice is too thin or soft, you may need to have it backed or have the workroom iron on a lining or stabilizer to change the weight of the fabric. Do you and your client have a soft, flowing design in mind? Choose a soft fabric with a hand that lends itself to that 22 | wf-vision.com | May + June 2018
Can You Repeat That? Another consideration is the repeat of the fabric that you intend to use for your window treatment. We all know about vertical repeats that continue up the roll of the fabric, but you also need to consider the horizontal repeat. If you have a treatment in mind that is made up of many small parts like a box-pleated valance, much of the color and pattern of your fabric will disappear when it is folded into smaller pleats. It is better to choose a treatment that has a large, flat space that will better show off the pattern. The “Other Type” of Fabric Coordination Finding a coordinating fabric to be used in a window treatment sometimes isn’t easy and we all have “go-to” solids to choose from. While color is important to
any design, the weight of the coordinating fabric should be considered as well. It is best to use a fabric with not only a similar texture but also a similar weight. All fabrics will stretch, but different fabrics stretch at different weights. If you have gone back on a job years later and noticed that the lining fabric is drooping, it may be that the lining fabric stretched more easily than the face fabric. Remembering these things will help all designers to have better results when planning any window treatments. 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 the treasurer, vice-president, and two terms as president. Hodges became the Director of Education for Döfix USA in 2013 offering seminars and private training across the country. BethHodges.com Facebook: beth.b.hodges
Q : The home I'm working with uses Z-Wave® smart home technology. Does Somfy integrate with Z-Wave A : Yes, Somfy has a variety of options for integrating motorized window coverings with Z-Wave® smart home
technology. Firstly, for battery-powered motors, Somfy offers a range of Z-Wave embedded motors through Springs Window Fashions' Graber® brand. These motors will connect directly to Z-Wave based systems. Furthermore, it's possible to integrate our Radio Technology Somfy® (RTS) motor range with Z-Wave by using our Z-Wave to RTS Interface (ZRTSI). The ZRTSI is a Z-Wave bridge controller which receives Z-Wave transmissions and translates them into motor control commands for Somfy's RTS line of motors. Somfy also offers a Z-Wave module for our Glydea® line of drapery motors, as well as a Z-Wave to Digital Motor Interface (ZDMI) for Somfy's line of intelligent motors. Our Z-Wave options are part of Somfy's broad range of integration solutions that communicate with major third-party home automation systems.
Q : I'm looking to grow my interior design business with new customers. Can Somfy help? A : Taking advantage of the Somfy Expert Program benefits is a great way to develop new leads and grow
your business. All certified Somfy Experts are listed on Somfy's Dealer Locator, and have their own dedicated webpage with contact information, photos and videos. With Somfy's digital marketing efforts driving thousands of qualified leads to our Dealer Locator, becoming a Somfy Expert is a great way to expand. It's also a great way to increase your knowledge base! Step one of our Expert certification process is a detailed e-learning module about window covering motorization and the different types of Somfy motors. Plus, all Somfy Experts have access to our marketing assets including images, brochures, videos and more
Q : My customer is looking to motorize a bank of windows in her living
room and I've recommended Somfy motors. What are some benefits of the Somfy brand that I can share?
A : Motorization is a great option for large windows, and Somfy's Sonesse line of quiet motors are a great
choice when looking for powerful lifting capacity and quiet operation. Somfy's wide variety of motors and controls are just a few reasons Somfy is a smart choice. Your customer can choose between wired and wirefree motors, control her shades with hand-held or tabletop remotes, wall switches, and even enjoy the power of app and voice control. Somfy's flexible solutions also simplify integration with third-party home automation systems. Somfy has over 45 years of experience and has produced more than 160 million motors. Our motors and controls are held to the highest quality standards and are used by more than 270 million users worldwide. Users can rely on top-notch customer service and support, and rest assured that all motors and controls come with a 5-year warranty. Somfy has showrooms and training facilities in Have a question? New Jersey, Florida, California and Toronto where our nationwide Send an email to network of Experts can come for continuing education on Somfy's newest products. Quality, flexibility and variety make Somfy a great asksomfy@gmail.com choice for customers looking to marry technology and style. .
INSIGHT show report
MAKING Connections The 2018 International Window Coverings Expo (IWCE), held at the Tampa Convention Center, attracted 110 exhibitors from around the globe and more than 3,000 attendees. Exhibitors showcased cutting-edge products in every category, including: fabrics, motors, drapery hardware, trims, interior and exterior shades, shutters, workroom machinery and automation, and computer software designed to increase sales and decrease workloads for designers and retailers. Attendees were treated to dozens of Expo-floor demonstrations of innovative new products, the always popular Construction Zone, their choice of 20 seminars ranging from Introduction to Motorization to Translating Fashion Trends to Original Designs, three daylong Window Fashion Certification Program (WFCP) classes, an opening night reception, and the Vision Design & Workroom Competition awards gala. The numbers for first-time attendees, and repeat visitors and exhibitors, surpassed those posted at the 2017 Charlotte Expo, pointing to a strong resurgence in the industry and the global appeal of the U.S. and world market.
ABOVE: Yolanda Espinal, center, a first-time attendee, with her husband, left and Sarah Lopez, a veteran at the Expo. All found exciting new products and services on the show floor. LEFT: Darlene Juncker and Diana Smith get some hands-on experience in the Construction Zone.
24 | wf-vision.com | May + June 2018
The Window Coverings Manufacturers’ Association
way to make panels,” said Smith. “It was very good.”
(WCMA) hosted an event for its 2017 Product Innovations awards. The WFCP booth, new this year,
Exhibitors were equally pleased with IWCE. They talk-
was busy with design and workroom professionals
ed enthusiastically about the steady crowds, qualified
interested in furthering their industry knowledge and
leads, and target audience.
education through WFCP certification courses. Will Knieper from the Netherlands works for EisenAttendees were inspired by special events, trending
kolb USA LP. “This was a very good show for us,” said
new products, go-to seminars, and hands-on demon-
Will. “I just got back from R and T in Germany, and
strations. Taffie Curry, Peristyle Interiors, Stuart, FL,
although that is a bigger show, this show was better
raved about the Construction Zone. “I learned hands-
for us. It’s our target audience. I was amazed by the
on time-saving tips about how to make a tufted
volume, the huge number of attendees.”
cornice and a layered Roman shade—I’ve never seen that before. I loved the way it was constructed.”
Matt Robb of Mitchell Fabrics, Lafayette, IN, said, “It was our first time exhibiting in many years. It was a
First-time attendee Yolanda Espinal was taken with
great show. We’re already looking forward to Nashville.”
hardware for roller shades that creates more clearance and results in fewer gaps seen at the Arabel
Shawn Culbertson, Universal Screens, Plano, TX,
booth. “I saw lots of things that will help me do a
added, “We sell exterior shades and it was our first
better job,” said Espinal.
time exhibiting at a show focused on interior window coverings. We’re very grateful to have participated.”
Her veteran Expo partner Sarah Lopez, Sarah Lopez Interiors, West Palm Beach, FL, was impressed with
“This is the biggest show of the year in our industry
machinery that makes Roman shades and pleating a
and we wouldn’t miss it for anything. We see all our
breeze. “I will take many ideas home and try them out.
customers from all over the country, as well as some
Plus, we really like our subscription to Window Fashion
international customers, all in one place,” says Steven
Vision magazine!”
Wright, president of Forest Drapery Hardware, Cartersville, GA. “It’s invaluable.”
Tracey Harmon, Décor and Designs, Venice, FL, was smitten with the wide variety of sun shades and
Next year’s show promises to be just as exciting.
blinds, including motorized. “My favorite was the lock-
Dozens of exhibitors have already reserved space
ing aluminum blind at Exus. That is really cool.”
for the 2019 Expo which is slated for the Gaylord Opryland Resort & Convention Center in Nashville,
Diana Smith, Windows with a View, Mt. Juliet, IN, has
TN, March 8–10, 2019. The exhibit floor will be
attended many IWCE shows, and always learns some-
open March 9–10.
thing new. “I attended the Window Fashions Master Class taught by Cheryl Meiklejohn and I learned a new Window Fashion Vision | 25
INSIGHT show report
Welcome
TO
IWCE
An outdoor patio overlooking beautiful Tampa Bay was the idyllic setting for the opening night reception. Hundreds of attendees and exhibitors enjoyed Caribbean music, de-
licious complimentary hors d’oeuvres and drinks, and the magnificent view! It was a night of casual networking enjoyed by one and all, and a relaxing start to a full two days of seminars and Expo surprises including on-site demonstrations of the latest innovations and time-saving machinery, the always popular Construction Zone, and 110 exhibitor booths packed with trending products.
26 | wf-vision.com | May + June 2018
Opposite page: Framed! Brian McGrath, Vertical Market Solutions, and Susanne Young, vice president sales and marketing, AIM Communications. This page, clockwise from top: The döfix team, left to right: Beth Hodges, Shirley Bozer, and Robert and Aleksandra Doehlemann. • Hundreds of guests enjoyed the balmy evening. • Bob Sole, Express Blinds, Draperies and Shutter, and Neal Gordon, Decorating with Fabric, and friends. Window Fashion Vision | 27
INSIGHT show report
Clockwise from top: The L.A. Fred’s team, left to right: Fred Cohen, owner, and Farah Mizrahi, sales. • Susanne Young, Atul Patel of Orion Ornamental Iron, Ania McNamara with AIM Communications, and Sunil Patel, also of Orion Ornamental Iron. • Steve White and Austin White, San Benito Shutters. • Paula Deason, Phifer, and IWCE producer Grace McNamara. • Lori Carpenter, owner and Designer of The Grapevine Home, Ash Flat, AR, and Expo speaker Stacie Faulkner, Staci Faulkner Designs, Ruston, LA. 28 | wf-vision.com | May + June 2018
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INSIGHT show report
Top Window Coverings, Oxford, NC, is headquartered in the Netherlands. The company offers shades for every application—cellular, roller, vertical, and pleated—in addition to hardware, components, and machinery.
Following a successful showing at IWCE last year, Top Window Cov-
erings returned to Tampa to ensure that its growing customer base was kept abreast of the latest innovations. “Having our products
Döfix has been a fixture at IWCE for at least 20 years. The company, based in Sanford, MI, in the United States, offers over 400 high-end workroom products including its unique line of iron-on products which create stitch-
stocked in the U.S. has given a big boost to our sales,” says Kenneth Clayborne.
The company closely studies international trends in fashion and
design for inspiration in choosing colors and patterns for its latest
product collections. The European-designed Eclisse Collection can
less, pucker-free designs.
open to expose the view or let in light, at any height.
Döfix education director Beth Hodges
“We’re showing the Eclisse line, an interior hybrid roller shade—100
says, “Döfix is the only company that I know of that sells these kinds of products. It’s a unique line, imported from Germany. All the iron-on products are washable, dry-cleanable, and permanent. In our workroom we use them to apply trim and make shades. It really streamlines your work.” Above: Döfix education director Beth Hodges, in blue, with Olga Polyanskaya, Drapery Expressions and Blinds. 30 | wf-vision.com | May + June 2018
percent polyester—with horizontal stripes that alternate with sheer stripes. We call it a double roller shade because it loops back. It’s a modern look and it went over well at the Expo.”
Below: The Reve Collection is fabricated with a slubbed yarn which gives
it texture, while the Blues Collection features a slight chevron pattern.
“IWCE is a great opportunity to get our brand out there. There are so many amazing people. We talked to dozens of potential and current
customers,” says Sharon Van Gulik of Vako Systems for Your Win-
dows, Harvard, IL.
Vako develops components for drapery and blind systems. The products feature European inno-
vation, design, and quality, and are designed to make the process eas“This is the biggest show of the year in our industry and we wouldn’t miss it for anything. We see all our customers from all over the country, as well as some international customers, all in one place,” says Steven Wright, president of Forest Drapery Hardware, Cartersville, GA. “It’s invaluable.” Forest showcased its decorative hardware lines in new colors and finishes, as well its newly revamped decorative roller shades. Imported from the Netherlands, Forest Drapery Hardware has combined its track system with the Forest Shuttle motor to offer a “moving view,” easily operated by a simple
ier, more efficient, and faster.
Vako featured its compact premium roman blind system which
features its patented, easy-toassemble Easylock cord drum.
Below: An attendee examines the workings of a drapery rod system.
touch to the drapery, remote control, or wall switch. All products come with a 10-year warranty. Above: Regal finials by Forest. Below: Decorative hardware in metal and wood.
Window Fashion Vision | 31
INSIGHT show report
With the broadest selection of sun-control
fabrics on the market, including aluminum,
and vinyl-coated fiberglass and polyester yarn options, Phifer offers a vast array of solution-oriented
products
for
managing
glare and heat, while still allowing for a view. All that and energy savings, too. Perhaps its best-known product is SheerWeave, an interi-
or sun-control product that reduces glare and
heat. At the Phifer booth, the buzz was all about new blackout and light-filtering fabrics which were unveiled for the first time in Tampa.
The 7200R and 7250R—R stands for resi-
dential and means that there isn’t a flame retardant in the product, which helps with the
price point and results in a more decorative
fabric—are fashionable options available in light-filtering or blackout.
Phifer is a family-owned company making
American-made products that has been in business for 66 years in Tuscaloosa, Alabama.
“The same family that founded the company still owns it,” says Bill Strickland, senior na-
tional market manager, Sun Control Products. “All of our SheerWeave products are woven in Tuscaloosa. We feel like we have the best quality product on the market.”
Phifer, which has been an Expo exhibitor for years, was excited to be in Tampa. “Being more of a resource to the dealer base is an
emphasis for us this year. We always have a
lot of customers here, exhibiting and attend-
ing the show, so it is an important show,” says Strickland.
Left: Phifer SheerWeave comes in a variety of colors and room-darkening, sun-filtering options that add fashion and function to any room. 32 | wf-vision.com | May + June 2018
Insolroll Shading Systems of Louisville, CO, has been manufacturing interior and exterior solar screen and blackout roller shades for 38 years. That translates into years of experience refining their products and perfecting how to meet the needs of their dealers. “What we bring to retailers is an unparalleled level of support,” says Earl Cornelius, national sales manager. “We ship our products in five working days. We’re large enough to be able to carry inventory in a broad range of products, and small enough to be nimble and provide our customers the service level they need. We set our dealers up to operate at a profit.” Right: Oasis Exterior patio shades were popular in the Florida market. Insolroll’s Scirocco fabric also attracted plenty of interest. Orion Ornamental Iron, Inc., is a manufacturer and distributor of decorative drapery hardware, out of North Hollywood, CA.
Orion boasts a nationwide customer base and prides itself on a 10-day delivery guarantee.
“We come to IWCE year after year out of loyalty to Window Fash-
ion Vision! We’re here so our customers can learn about our existing and new lines,” says CEO Sunil Patel.
Products featured at the show included Design Art by Orion, a new medium- to high-end resin and wood drapery hardware
line. The Design Art collection has crystal and resin finials, wood poles with inlay, and matching decorative hardware accessories in 58 décor finishes.
Left: A glass finial from the Design Art Collection and the resin
collection from Orion.
Window Fashion Vision | 33
INSIGHT show report
“The Expo is the most cost-effective way to for us to show our customers all the new offerings from Kirsch,” said Bill Whyte, vice president and general manager of Kirsch. “This year we have a new booth, new marketing, and lots of new products.” “We’re debuting the Chroma fascia for our Estate rod. It’s an acrylic fascia from our partner, 3form, and it’s been the hit of the show so far,” said Whyte. “Our Estate Traversing rod is the premium rod when it comes to decorative traverse drapery rods and Chroma is the newest edition to this versatile offering.” Designed with flexibility in mind, this collection adapts to a variety of styles, from minimalist to extravagant. A palette of energetic colors complements the clean lines of each piece. Kirsch is a complete drapery hardware supplier, offering everything from simple traverse rods to decorative high-end finials, and, coming this fall, motorization. Below: The Kirsch booth. Oakleaf finial in truffle, from the Wood Trends™ collection. Armada in tortoise, Victorian in golden heirloom, and Kensington in burnished copper, all in 2" from the Renaissance collection.
34 | wf-vision.com | May + June 2018
Specializing in window coverings made in Germany, Fenstermann is known for pleated shades that operate bottom-up and top-down, with no strings to obstruct the view. At only 7/8" deep, the shades are simple to install in any window. The shades are available in more than 400 beautiful, fashionable, and functional European fabrics. “This is our first time at IWCE and we’re really excited to be here,” says Ingo Schultz of Fenstermann, Fort Lauderdale, FL. “It’s a really nice event. It gives us a chance to introduce our This was the first appearance at IWCE for Universal
Window Coverings of Orlando. The family-based wholesaler prides itself on exemplary service. Universal sells a wide
variety of shades, blinds, and shutters, but the showstopper
was QMotion, which joins Somfy, their other motorization partner, in offering premier motor systems.
“QMotion is a terrific system that is extremely quiet,” says
products to the professional market of U.S. interior designers and retailers.” Fenstermann customers can count on a personal touch from their sales reps. Customization offers solutions for even the most challenging windows. Below: Bottom-up, top-down pleated shades by Fenstermann.
director of sales Doug Kern. “It has a manual override sys-
tem, so you don’t even need to use the remote, you can just
pull it, and it will raise. With QMotion, we can motorize very
large shades—up to 12' wide by 12' tall.”
This next-generation motor is being touted as the most in-
novative motor in a generation. Diesel batteries, located inside the tube, last up to five years.
Above: IWCE show producer Grace McNamara and the Universal Window Coverings sales team.
Window Fashion Vision | 35
INSIGHT show report
“The thing that helps us stand out over our competition is
that most of our products are manufactured right here in
the U.S. Our shutters are made in Hamlette, NC. Our blinds and shades, and most of our other products, are made in Jacksonville, FL,” says Raymond McNinch, inside sales co-
ordinator of Vista Products, Jacksonville, FL.
Vista showed a variety of window solutions including Eclipse Shutters, cellular shades, and motorization options
now available on several shades. The company has expand-
ed its motorized options, which currently include Somfy
and Rollease, to include Acmeda.
Right: The Vista sales team with Grace McNamara. Below: An Eclipse shutter and Vista cordless pleated shades.
Audra McGrath, product manager of Vertical Market Solution (MYBLINDCOMAPNY) in Hamilton, VA, raved about the Expo. “We got the same number of leads in the first day of this show as we did during the entire show last year. These are good leads. We’re all a little hoarse from talking to so many people.” MYBLINDCOMPANY is in the software business and marketed its in-home quoting app in Tampa. The app makes quoting bids to clients a snap, and the information can be easily imported into QuickBooks. “We’re excited for Nashville,” says McGrath. “We’ll be introduced to a whole new batch of retailers there.” Left: Audra McGrath and Stephen Lesiv in front of the MYBLINDCOMPANY booth.
36 | wf-vision.com | May + June 2018
The Netherlands–based company Eisenkolb sells automated drapery equipment— machines that roll cut, join, blind stitch, and size and pleat panels. Marketing in the U.S. for the past 14 years, Will Knieper, president, is based in Plano, TX. “I just got back from R+T in Germany, and although that is a bigger show, this show is better for us,” says Knieper. “It’s our target audience. I’ve been amazed by the number of people attending.” Left: Knieper demonstrates the Eisenkolb pleating machine which will “do the work of five people.” L.A. Fred, a staple at IWCE ZMC Window Coverings, Woodbridge, Ontario, Canada, makes components for window coverings: facias, tubes, extrusions, bottom bars, clutches, motorization bracketry, and more. An IWCE exhibitor for more than 10 years, ZMC keeps coming back because the Expo provides an excellent opportunity to show customers, current and new, their latest innovations. “We’re showing two new clutches this year, both of which are adaptable to our current systems,” says John Sullivan, Western USA sales representative. “With five engineers inhouse, we’re always innovating, developing new products, and we’re always doing it based on the needs of our customers.” Below: A bustling ZMC booth and a close-up of ZMC components.
for the past 20 years,
showcased its beautiful collection of designer fab-
rics perfect for draperies,
upholstery, bedding, and pillows. Jacquards, brocades, silks, linen, sheers, and polyesters in a broad
assortment of colors from rainbow to neutral brighten up any room. Trims
and tassels add elegance and fun!
“Tampa was an amazing show,” says Faraj
Mizrah, sales, “I like Tampa better than High
Point, and the second day, especially, the traf-
fic was great. And the attendees—they
came
from everywhere.”
Above: Faraj Mizrah with Grace McNamara.
Window Fashion Vision | 37
INSIGHT show report
“We’ve exhibited with IWCE for more
years than we can count,” says Mika-
la Moller of Rowley. “We go way back. Tampa is a great place for us to connect
with our customers and show them new products in a forum where they can touch and feel them.”
The Gastonia, South Carolina–based
company, which carries every supply and tool needed for an efficient work-
room, featured several new products including Aria, a new line of metal hardware focused on the modern aesthetic.
“It’s a beautiful collection. We’ve added a new satin gold and chrome finish and mix-
and-match finial designs. We’ve gotten a lot of great feedback on it,” says Moller.
The one-stop shop for workroom supplies
and designer hardware also serves as an educational resource to its customers.
Above left: Grace McNamara relaxes in the Rowley booth.
Above right: Available from Rowley this
coming August from the Aria line is the Atelier Collection, which features modern finials in customizable mix-and-
match design options; and French Returns, which offer 4" or 6" returns and bands that cover seams or eliminate light gaps.
Right: The hardware shown with the beautiful silvery drapery is a customized
bent return by The Finial Company (a
brand under the Rowley umbrella).
38 | wf-vision.com | May + June 2018
Unique Wholesale, Fort Lauderdale, FL, is a family-owned and -run wholesale window treatment company and full line fabricator of shades, motors, aluminum blinds, wood blinds, vertical blinds, honeycomb shades, pleated shades, and double roller transitional shades. “This is our second year exhibiting in a very long time,” says Sal Nocera, senior vice president of sales and national sales manager. “The show was phenomenal. We had a prime position on the floor and the hustle and bustle was continuous.” Unique went for the “wow” factor and employed Alexa and Google Home to operate the blinds in their booth, which was heavily oriented toward motorization and wireless. “The big craze is the new li-ion [lithium] rechargeable battery, which both Somfy and Rollease Acmeda are offering. It’s wire-free. We’re able to operate shades in windows up to 144" wide,” says Nocera. “We were the first North American distributor for Coulisse [hardware] and are one of the largest distributors for Phifer [shading fabrics].” Right: The Unique booth at IWCE.
“This is our first time exhibiting at the show, and we’ll be back,” says Zeke Hodges, president of Premier Prints, Inc., in Sherman, MS. “Attendees are really excited about our line of outdoor fabrics in particular. We’re very happy and plan to come to Nashville next year.” Solar fabrics from the Exotic Expression, Boardwalk, and Serene Escapes collections featured at the Expo were popular in the tropical Florida market. Vibrant oranges and yellows, calming greens, and soothing blues in patterns bold and subtle mark the collections. Right: Zeke Hodges and Grace McNamara in front of Premier Print’s beautiful solar fabrics. Window Fashion Vision | 39
INSIGHT show report
Show Stoppers The Expo floor was jam-packed with exhibitors showing new and trending products, which throngs of attendees were eager to view. What follows is a sampling of show highlights.
40 | wf-vision.com | May + June 2018
Clockwise from top left: Susanne Young and Grace McNamara visit with Kyla Brinkley, Tricia Parker, and Tim Allen (left to right) at the Hanes Fabrics booth. Hanes is the go-to supplier for drapery linings, blackouts, interlinings, sheers, and bedding textiles. • Shading Source textured shades in neutral palettes are guaranteed to keep you cool when the temperature rises. Motorized shades from Somfy and Coulisse were popular at the show. • Plasticbec, Boisbriand, Quebec, featured its Evolve Laserlite decorative faux wood collection for horizontal blinds in cutting edge colors and textures. The company also offers vertical blinds in a variety of collections.• A crowded Mitchell Fabrics booth showed the latest in drapery and upholstery fabrics in chenille, damask, jacquard, linen, and more, available in a wide range of styles and colors to enhance any décor. • Whimsical, creative, eye-catching roller shades by Luxout Shades will brighten the room of any child. • Comfortex Color Lux Window Solutions offer modern and classic drapery panels available in linen, sateen luster, and sateen matte fabrics with hundreds of patterns and colorways to choose from. Panels can be ordered as drapery or stationary side panels and can coordinate with shading options. • Aerolux Blinds and Shades sources the most exclusive collections from all over the world, bringing an extensive range of versatile fabrics that offer sophisticated blends and textures, innovative weavings, and artistic designs, enriched with visionary color palettes.
Window Fashion Vision | 41
INSIGHT show report
“It was a win-win for everyone. Our members were very pleased with the traffic. We’re eager to participate next year,” said Carrie Dillon, assistant director of ITA. “We attended Charlotte individually last year and had a good response, so we worked with Grace [McNamara] to create the pavilion for this year.” Founded in 1990, ITA is a membership-based organization of textile mills, leather tanneries, and trimming manufacturers. There are 200 members in ITA, many of which are international. Suppliers to the industry are also eligible to become members. Membership benefits include participation in Showtime Market in High Point, which takes place in June and December. Adding the annual IWCE to the menu of options available for
INTERNATIONAL TEXTILE ALLIANCE A
Hit
AT IWCE!
Tampa IWCE welcomed, for the first time, the International
ITA members to showcase their products increases the opportunities for expanding their businesses. IWCE attendees hungry for the latest selections in fabric colors, textures,
Textiles Alliance (ITA) pavilion. Six ITA members exhibited at
and trends were not disappointed. The
the pavilion including Catania, Millennium Textiles, Europa-
pavilion featured luscious silks, slubbed
tex, Ramtex Inc., Premier Prints, Inc., and Number One Tex-
linens, and crisp cottons in an array of
tiles, Ltd. In addition, five other ITA members had their own
bright and neutral colors, sure to please
booths: L.A. Fred’s Fabric, Belagio Enterprises Inc., Eroica En-
any palette and complement styles from
terprises Inc., Rose Lace & Braid Inc., and Trimland Inc.
42 | wf-vision.com | May + June 2018
modern to traditional.
Opposite page: William Maen and Dada Patil, both of Catania, Grace McNamara, Carrie Dillon of ITA, Danny Korori of Ramtex, and Rajesh Wadia of Number One Textiles. This page, clockwise from top left: Rajesh Wadia in the Number One Textiles booth. • The new cotton embroidery collection from Catania. • Pictured in the Ramtex booth is Danny Korori, president. • Premier Prints in subtle neutrals and a vibrant spring palette.
Window Fashion Vision | 43
INSIGHT show report
SPEAKERS & SEMINARS —were held the day before the official kickoff of the
Pack Punch
Expo. Congratulations to the 11 intrepid designers and
The 2018 Expo lineup of outstanding speakers
workrooms who received WFCP certification in these
and seminars offered attendees the opportu-
masters’ classes.
nity to learn everything from Introduction to
Three daylong Window Fashions Certification Program (WFCP) classes—Workroom, Design, and Motorization
A
Motorization to Translating Fashion Trends to The dynamic design duo from High Point, NC, Jason Oliver Nixon and John Locke of Madcap Cottage, set the tone for the next two action-packed days with the keynote address: Meet Your Prints Charming- Capture Your Unique Style with Pattern and Prints Packed Window Treatments. These masters of prints captivated the packed house with slide after slide of original designs packed full of vibrant colors and charming prints which showed how to transform nice interiors into knockouts. “We loved being keynote speakers,” said Nixon. “It was a great audience and the feedback was very positive. People asked lots of interesting questions.” Shown right: John Locke and Jason Oliver Nixon. 44 | wf-vision.com | May + June 2018
Original Designs.
“I took the 101 Design and Workroom Tips seminar taught by Jill Ragan Scully and Staci Faulkner, and it was very informative,” said Elsa Vanbever, Reflections Home Interiors, Inc., The Villages, FL, shown left, with Taffie Curry. “I learned how to set up my workroom, handle clients, and about new technology and how to use it. It was well worth my time.” “I’m proud to be part of such an esteemed program,” said Ragan Scully. “My students learned how to run a more productive and successful business.”
Michele Williams taught Flat Fees
O’D McKewan returned to Expo
That Work which gave concrete
2018 to teach a couple of always
pointers to students about the
popular seminars on motorization.
benefits and pitfalls of flat fees,
Designers and workrooms who un-
and how to make flat fees profit-
derstand motorization can more eas-
able. “The students left empow-
ily customize projects and increase
ered about flat-fee pricing. Now
profits. “Although there is a lot to
they understand how to price
learn about motorizing window cov-
fairly for the clients and their busi-
erings, knowing the basic concepts
nesses,” said Williams.
and theories allows designers to offer them to more clients,” said McKewan.
Following the
“Understanding how electricity works
keynote address,
is essential to be able to speak intel-
attendees had their
ligently with clients and contractors.”
choice of 20 seminars from which to choose taught by an all-star lineup of window treatments experts with hundreds of years of combined experience in the design business.
Cheryl Meiklejohn gives a hands-on demonstration in her Window Fashions Masters Class. Window Fashion Vision | 45
INSIGHT show report
Welton Hong taught a couple of
Drapery designer Brenda Bax-
well-received seminars on how
ter of Custom Drapery Designs,
to use social media, websites, and
Richardson, TX, was enthusiastic
email to increase sales. “I loved the
about the seminar presented by
format and general environment
Hong titled Increasing Website
of the classes. The attendees were
Credibility: Traffic or Conversions.
engaged throughout and asked
“I’ve already made several chang-
a lot of questions,” said Hong. “It
es to my website as a result of
was wonderful to have everyone’s
this class. Welton is helping me to
undivided attention, which is rare-
hone in on my internet marketing
ly the case in other formats, such
so I’m not just throwing money
as webinars.”
into the wind.”
Madeleine MacRae taught two wellattended business sessions: Make More
Several sessions featured hands-
Money From Existing Leads, and a VIP ex-
on samples that encouraged
ecutive session: Set Sales Goals and Reach
attendees to take a detailed look
JoAnne Lenart-Weary teaching
Them, Right Now, with LuAnn Nigara.
at techniques.
Styling Secrets and Strategies.
Mobile phones up and at the ready were a frequent sight in the seminar rooms, with attendees
eager
to capture every bit of information from the in-depth education
and
training sessions. 46 | wf-vision.com | May + June 2018
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INSIGHT show report
RICHLY
Rewarded
Always an Expo highlight, the Design & Workroom Competition Awards Ceremony was a dazzling event featuring an ’80s theme, neon twizzle centerpieces, and a gift for every attendee, compliments of Kirsch.
The awards ceremony rewards designers and workrooms for their innovative and creative solutions to window treatment, installation, and room design challenges. This year’s gala had an international flair, as several award winners represented a variety of countries including Russia, Japan, and China. Many thanks to Kirsch, and Bill Whyte, vice president and general manager, for sponsoring and co-hosting the gala for the second year in a row. Double thanks to Expo Speaker LuAnn Nigara, co-owner of Window Works NJ, and host of the podcast, “A Well-Designed Business”; and Dian Garbarini, Designs by Dian, past judge for Design Competitions, and Ingenuity Competition winner, who acted as emcees for the evening. “Kirsch was proud to sponsor the Workroom & Design Awards Competition and support this important segment of our industry. The awards ceremony gives us a chance to speak directly to a key customer group. The feedback we receive is used to develop the next innovative range of products to make their visions come to life. The competition gives designers an opportunity to showcase their talents in a
48 | wf-vision.com | May + June 2018
unique way and to be recognized by their peers as well as their family and friends,” said Whyte. Over 200 designers and decorators attended the ceremony. Awards were given out in 15 categories to some 25 winners of the competition. In accepting their awards, many winners gave a heartfelt thanks to Expo producer Grace McNamara for her long and fervent support of the industry though the Design Competition and Window Fashion Vision magazine. Drapery designer Brenda Baxter of Custom Drapery Designs, Richardson, TX, won first place in the Hardware and Trimming category. She expressed the sentiment expressed by many of the winners: “The Design Competition Awards Ceremony was lovely. It gave me a chance to network with lots of other designers and workrooms. I really applaud all the solid work that others have done. Thanks to Kirsch for sponsoring it and to Window Fashion Vision for giving us this opportunity.” Congratulations to all the winners! We look forward to seeing the spectacular entries for next year.
Opposite page: Sumiko Mori of Interior Networks, Inc., from Nagoya, Japan, tied for first place in Whole Room Integration. This page, from top: Lena Kroupnik Interiors, Designer of the Year and Kristen Vince, Custom Elegance, Workroom of the Year, were winners of the evening’s top awards. • Anne Bild (far right) of Window Fashion Vision with three of the 11 newly certified WFCP specialists, left to right: Cheryl Plough, Sheri Corey, and Courtney Golder. • Grace McNamara and Bill Whyte with Olga Polyanskaya of Drapery Expressions Blinds, a three-time award winner. Window Fashion Vision | 49
INSIGHT show report
THE ART OF Industry Once again the International Window Coverings Expo (IWCE) hosted the official announcement of the annual Window Covering Manufacturers Association’s WCMA product awards, a program developed 27 years ago to encourage technical, design, and style innovations. The awards honor the “behind-the-scenes” heroes —the engineers and product designers who help push the industry forward through their inspiration and expertise. “The WCMA Product Awards program highlights the tech- found Vertical PerfectSheer to be versatile option offering nical craft and style expertise of the product and of the a modern style twist. engineers, designers, and marketers who created them,” said Ralph Vasami, executive director of WCMA. “The The 2017 judges included design community experts Sucontinuous innovation generated by each of the nominat- san Arann, Susan Hirsh, and Kimberly Scappaticci. Arann ing companies makes for a very competitive program.”
is an interior design director and principal of American & International Designs, Inc., an award winning, multi-
This year the judges recognized exceptional product de- disciplined interior design firm based in New York City. velopments in eight categories (shown right, opposite Arann is a past president of the American Society of Interipage) and selected Sonnette™ Cellular Roller Shades from or Design’s (ASID) New York Metro chapter. Hirsh is a déHunter Douglas as 2017’s WCMA Product of the Year. Son- cor consultant and industry expert who formerly served as nette is a streamlined roller shade that offers the energy North American Manager for decorative programs at Benjaefficiency delivered by a cellular product. With the ability min Moore & Co., as president of the International Furnishto diffuse light and add dimension, Hunter Douglas offers ing and Design Foundation (IFDA), and as the national chair the fabric in a range of colors. Three cordless operating of IFDA’s Educational Foundation. Scappaticci is design disystems options are available. The judges acknowledged rector at Wallauer’s Design Center, a Westchester County, Sonnette Cellular Roller Shades as a technical innovation New York–based chain of home decorating stores. with standout style. The other signature honor was the Judges’ Award, given to Norman Window Fashions’s Vertical PerfectSheer™ in recognition of a product that exhibits measurable benefits and standout aesthetic appeal to end users. The Norman R&D team developed Vertical PerfectSheer featuring fabric vanes suspended between two layers of sheer. The judges 50 | wf-vision.com | May + June 2018
Opposite page from top left: Sonnette cellular roller shades from Hunter Douglas. • Norman Window Fashions’s Vertical PerfectSheer. • SS38 motorized Roman shade from Rollease Acmeda. • Design Art Crystal on iron rods from Orion Ornamental Iron, Inc. • Coulisse’s Eco Essence fabric for shades. • The Palladiom shading system from Lutron Electronics, Inc. • DecoraSafe cord system from Maxxmar Window Fashions. • DecoraSafe cord system from Maxxmar Window Fashions.
2017 WCMA Product Awards Winners Cellular & Pleated Shades Best Technical Innovation Duette Magnetic Hold-Down brackets Hunter Douglas
Motorization & Automation Best Technical Innovation SS38 motorized Roman shade Rollease Acmeda
Best New Style Concept Sonnette™ Cellular Roller Shades Hunter Douglas
Best New Style Concept Lutron Palladiom Shading System Lutron Electronics, Inc.
Drapery Hardware Best Technical Innovation Iron Facia for Motorized & Manual Traversing Tracks Orion Ornamental Iron, Inc.
Roman & Roller Shades Best Technical Innovation Designer Banded Shades w/ SoftTouch™ Motorization Hunter Douglas
Best New Style Concept Design Art Crystal on Iron Rods Orion Ornamental Iron, Inc.
Best New Style Concept Vertical PerfectSheer™ Norman® Window Fashions
Green Products: Sustainability Best Technical Innovation & Best Style Concept Eco Essence Coulisse
Shutters Best New Style Concept Norman® Ultra Shutters Sunburst Shutters & Window Fashions
Horizontal Blinds Best Technical Innovation OSMO Finish on Normandy® Wood Blinds Norman® Window Fashions
Specialty Applications & Misc. Products Best Technical Innovation DecoraSafe™ Maxxmar Window Fashions
Best New Style Concept Cordless Blinds with SmartRelease & SmartPrivacy Norman® Window Fashions
Window Fashion Vision | 51
INSPIRE 2018 Design Competition Winners
54 | wf-vision.com | May + June 2018
Making the Most The 2018 Window Fashion Vision Design Competition winners understand the role window treatments play in any room—and make sure their clients get the most out of their interiors.
Window Fashion Vision | 55
INSPIRE 2018 Design Competition Winners
56 | wf-vision.com | May + June 2018
A drab room with mismatched mouldings was the unremarkable starting point for this master bedroom makeover. The spectacular mountain view from the expansive main window inspired both the color palette of soft greens and blues and the subtle layering of pattern and texture throughout the room. “The client’s wanted a retreat where they could relax in total comfort,” explained Lena Kroupnik, who, with this, her first-ever entry, won both a tie for first place in the Whole Room Integration category, as well as the Designer of the Year award. Kroupnik started by clearing out the clutter and then established three specific zones—a sleeping area with the bed, nightstand, and ottomans; a seating area with custom sofa, chairs, and oversize ottoman; and a “glamour” corner, with a mirrored desk and artwork.
Lena Kroupnik, NCIDQ
Lena Kroupnik Interiors, Rockville, MD Designer of the Year & Whole Room
1st
“The starting point for the design elements was the textured wallpaper in sage and ivory,” said Kroupnik. “This set up the subtle but sophisticated mood we wanted for the space, with a pattern that was dramatic, but not overpowering, allowing us to layer many other patterns and textures in the room.” Because the view was a critical component to the room design, Kroupnik made sure to design a treatment that helped maximize open space, even though the clients were keeping the wide-slat wood shutters. The box-pleated valances and stationary panels were mounted to a board above the frame, providing enough room for the shutters to open and close. Kroupnik created a shirred tape design for the bottom edge of the cornices, and included a little arch to the design to provide another subtle detail. The drapery panels, in the same sage silk as the cornice, feature a wide, flat trim with a design that echoes the s-curve of the damask on the wallpaper. Other custom details abound throughout the space. The nailhead pattern on the large ottoman is based on elements from one of the upholstery fabrics. Throw pillows for the sofa and chairs were specifically designed to coordinate without necessarily repeating any of the upholstery fabrics. And the custom bedspread, shams, and decorative pillows for the bed were all designed to provide a comforting backdrop for the more decorative pieces used in the space. The overall goal, of a comfortable, relaxing space, could not have achieved a more beautiful resolution. A complex project, given all the design elements, that simply radiates calm. Window Fashion Vision | 57
INSPIRE 2018 Design Competition Winners
58 | wf-vision.com | May + June 2018
CREDITS PROFESSIONALS: Designer: Lena Kroupnik, NCIDQ, Lena Kroupnik Interiors, Rockville, MD. Workroom: Home Décor Design, Alexandria, VA. Installer: Danny Gorham, Interior Design Services, Springfield, VA. Photographer: Erik Kvalsvik, Photographer of Architecture & Interior, Washington, D.C. RESOURCES: Fabric: Window treatments: Kravet, 31359-23. Sofa and chair: Kravet, 33444-1616. Accent chair: S. Harris, Mesmerize 03. Oval Ottoman: Kravet, 33459-16. Side chair: Colefax & Fowler, Malabar, 3051-10. Square ottomans: Thibaut, Malmaison, W73735. Pillows: Kravet, Schumacher, Colefax & Fowler, Thibaut. Bedding: Trish Bennett Textiles. Drapery trim: Samuel & Sons, 977-42670 /08. Rug: Herat Oriental Rugs. Wallpaper: Wallquest, Inc., SV62704. Furniture: The Charles Stewart Company, custom sofa, chair, ottoman; Emerson Bentley, accent chair, mirror desk, side chair; Decorative Crafts, round table with marble top. Lighting: Currey & Company, Decorative Crafts. Wall art: Decorative Crafts. Mirror: Uttermost.
Window Fashion Vision | 59
INSPIRE 2018 Design Competition Winners
SUMIKO MORI
Interior Networks, Inc., Nagoya, Japan Whole Room Integration
1st
An octagonal room with an extra-high cove ceiling is transformed into a dramatic salon, complete with a lushly shirred satin treatment, highlighted by soft recessed lighting. But as glorious as the ceiling is, it’s only one element in this amazing room. Sumiko Mori started with a pale pink Toile de Jouy, evoking as she describes “feelings of nature and nostalgia.” On top of that she layered cutouts of plate patterns, another reference to pleasant memories. This pattern-on-pattern effect is broken by wide contrasting borders in brilliant pink and a blue marine stripe. CREDITS PROFESSIONALS: Designer, workroom, and installer: Sumiko Mori, Interior Networks, Inc., Nagoya, Japan. Photographer: Yawara Kimura, Nagoya, Japan. RESOURCES: Ceiling fabric: Sangetsu, EK978. Entrance drapery fabric: Designers Guild, FDG2583/20, 27. Sheer: In House, IH552-02. Panels: Christian Lacroix, FCL7007/01; Suminoe, U4088; Fujie Textile, FA2016-80; Thevenon, 1902634. Shade: SAHCO, 2686-01.
60 | wf-vision.com | May + June 2018
Ingeniously, the same cove that hides the lighting also disguises a curved rail, allowing the client to move the sheer and patterned panels at will, creating different combinations of light, pattern, and sheers. The overall effect is that of a modern tapestry, revealing and concealing as needed.
INSPIRE 2018 Design Competition Winners
A new downtown condo gave this client an opportunity to reinvent her style. She wanted her new master bedroom to have the glamorous, Art Deco feel of a “swanky hotel.” An upholstered bed, with a dramatically curved headboard and detailed base featuring chrome nailheads, serves as the focal point. The gray and platinum color scheme is brightened with teal, from accent wallpaper to the oversize neckroll pillow. Additional decorative pillows in a mix of silver and platinum bring another touch of glam to the bed, while a custom bedcover features wide metallic ribbon, also accented with chrome nailheads, repeating that detail from the bed. The windows are treated with color-blocked panels, with the sections separated by a decorative tape in black and chrome. While the overall square feet may be much less than her former suburban home, the client is thrilled with the luxurious mood of new her bedroom retreat.
Barbara Elliott & Jennifer Ward Woods Decorating Den Interiors, Stone Mountain, GA
Whole Room Integration
2nd
CREDITS PROFESSIONALS: Designer: Barbara Elliott and Jennifer Ward Woods, Decorating Den Interiors, Stone Mountain, GA. Workroom: Finest Design, Norcross, GA. Installer: Jon Kemmerer, Tucker, GA. Photographer: Scott Johnson Photography, Inc., Woodstock, GA. RESOURCES: Window treatment fabric: Trend 02999 in peacock and mist. Window treatment trim: Fabricut, Damaini in coal. Drapery hardware: Contract Drapery, Sahara Ice in black nickel. Upholstered bed: Bernhardt Furniture, 363-H36-FR36. Upholstery fabric: B428. Bedding: Eastern Accents, BDF-395. Bolster: Fabricut, Etcetera in navy. Wallpaper: Seabrook, TR60602. Nightstands: Bernhardt, 363-127G. Wing chair: Olliix, Fpf18-0429.
Window Fashion Vision | 61
INSPIRE 2018 Design Competition Winners
Tennille Wood
Beautiful Habitat Interior Design, Westminster, CO Combination Treatments
1st
CREDITS PROFESSIONALS: Designer: Tennille Wood, Beautiful Habitat Interior Design, Denver, CO. Workroom and installer: Ben Comstock, Shadowmaker, Denver, CO. Photographer: Ron Ruscio, Denver, CO. RESOURCES: Valance fabric: Designers Guild, William Yeoward, Sylvia in indigo bleu. Bedroom drapery fabric: Creative Fabrics, Julian, 51. Shades: Comfortex, with Power Touch Motor System, 3" Shangri-La sheer horizontal in twilight room darkening, 32600. Drapery hardware: Finial Company, traversing rod with 2" wood fascia. Finials: RF63 in walnut.
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This spacious master bedroom suite features seven windows, plus a French door to the patio. While all these windows and the glorious mountain views they open onto were one of the major reasons the clients fell in love with this home, they quickly discovered they were unable to get a good night’s sleep without some kind of window coverings. In the bedroom, traversing drapery panels with blackout lining were the first step, but there was still plenty of light coming from the sitting area. These angled windows were an architectural feature the clients didn’t want to lose, so Tennille Wood created a series of shaped valances that fit snug to the vaulted ceiling, with motorized shades underneath, for both light control and maximum views when raised. The same design was used on the window to the left of angled windows, while a traversing blackout drapery is used on the French door. A valance was then added to the bedroom windows to help tie all the designs together.
A condo with lovely waterfront views also happens to be located on a busy street. The master bedroom, of modest size, has a single window that opens to these views, but also lets in street light and some noise from the street. A soothing palette of soft golden yellow and rich gray helps create a quiet mood, while the furnishings are designed to maximize the visual space in the room. This includes a shaped, but relatively simple headboard in a solid color, set against a quietly patterned wallpaper. The window treatment was designed to add dimension to a small, narrow window, with the valance mounted at the ceiling and just clearing the window’s upper frame, while the draperies panels are mounted to the outside of the frame. The result helps draw the eye up and out from the undersized window, while a blackout Pirouette shade provides light control and privacy. “The layers of treatments along with the modern shade created a peaceful acoustic element to the private retreat that was very important to the client,” said Pamela Holschuh. “They are very happy with the relaxed, refined space where they end their day.”
Pamela Holschuh, ASID Copper Leaf Interior Design Studio, Marietta, OH Combination Treatments
2nd
CREDITS PROFESSIONALS: Designer: Pamela Holschuh, Copper Leaf Interior Design Studio, Marietta, OH. Drapery workroom: Lafayette Interior Fashions, West Lafayette, IN. Installer: Dante Colombini, Dante’s Installation, Vincent, OH. Photographer: Rick Lee, Rick Lee Photography, Charleston, WV. RESOURCES: Headboard and nightstands: Bernhardt Furniture. Custom bedding fabricated by: Lafayette Interior Fashions. Bedding fabric: Stout Fabric, Cadence in pewter. Drapery fabrics: Fabricut, Berndes in gold and Carol Fabrics, On the Scene in natural. Shade: Hunter Douglas Pirouette. Wallpaper: York Wallcovering.
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INSPIRE 2018 Design Competition Winners
Lori Yanez & Diane Ten Broeck
Sheffield Furniture & Interiors, Malvern, PA Combination Treatments
2nd
After putting off an update for ten years, these glamour-loving clients were ready for a complete redo of their dark, dated living room. To accomplish this, the window treatments were a main consideration from the beginning of the process. One issue was how to unify the various sizes, another was to help acoustic properties in the large room, and another was to complement a German silver chest that was one of the clients’ first investments in their new look. Stone-colored linen with an iridescent finish was made up into tack-top pleated stationary panels, trimmed with a 4" Scalamandre tape trim that features silver metallic embroidery and glass beads. The lined draperies, installed on 1" hardware in a burnt silver finish, is another accent to complement the chest. For light control, underneath are woven wood shades with a subtle mother-of-pearl finish. “The overall effect fulfilled the client’s dream—a sophisticated and luxurious space,” said Lori Yanez. 64 | wf-vision.com | May + June 2018
CREDITS PROFESSIONALS: Designers: Diane Ten Broeck and Lori Yanez, Sheffield Furniture & Interiors, Malvern, PA. Workroom: Sheffield Furniture & Interiors. Installer: Richard A. Lerch, Collegeville, PA. Photographer: Nancy Coe, Nancy Coe Photography, Birchrunville, PA. RESOURCES: Drapery fabric: Trend 02133 in stone. Trim: Scalamandre T3292-005 Laurel embroidered tape. Hardware: Iron Art by Orion, 1" iron in burnt silver. Shades: Hunter Douglas Provenance Woven Woods, Shoal Bay in moonlight.
EU.P:002552422-0001
Roller & Roman Shade
INSPIRE 2018 Design Competition Winners
A dramatic dining room—with black wallpaper, silver satin chairs, and two stunning contemporary chandeliers—needed a window treatment just as impressive. Especially as the window occupied the entire back wall of the long, narrow room. Karen Howland-Walker chose a sheer with a slight sheen to complement the other gleaming surfaces in the room. The traverse rod for the sheers is concealed with moulding painted in the same color as the room’s trim, integrating them into the room’s architecture. But for drama Howland-Walker designed a pair of 8" goblet-pleat panels using a metallic gray fabric embroidered with silver. Lined and interlined, the shimmering fabric takes on a lush, full shape enhanced by hemming the panels on an angle and letting them drape luxuriously on the floor. Long, black tassel tiebacks with crystal heads tie the design into the room by linking to the chandeliers and the wallpaper. 66 | wf-vision.com | May + June 2018
Karen Howland-Walker KH Window Fashions, Inc., Northboro, MA
Curtain & Draperies
1st
CREDITS PROFESSIONALS: Designer and drapery workroom: Karen Howland-Walker, KH Window Fashions, Inc., Northboro, MA. Sheer workroom: Anderson Fabrics, Blackduck, MN. Installers: Dan Fleurant, DCI, Holden, MA, and Steve Taylor, Taylor’d Installation, East Brookfield, MA. Photographer: Scott Erb, Erb Photography, Worcester, MA. RESOURCES: Drapery fabric: Kravet, 4194/11. Sheers: Kravet, 4128/101. Interlining: Hanes. Lining: Angel’s, Bella Notte blackout. Tiebacks: Samuel & Sons, Aero crystal tassel and tieback in onyx. Sheer drapery rod: Kirsch Architrac.
This lakeside house is centered around magnificent great room—a “cook’s dream” kitchen, adjoining dining room, and spacious lounge area—wrapped in windows that open to lake and sky. “Our biggest challenge was to create a softer, more intimate space for the dining area, and differentiate it from the rest of open plan space,” explained Katherine Wozniak. The surrounding scenery inspired a palette of French grays with a hint of blue along with touches of silver and bold teal. To work with the relaxed yet traditional design of the room, a tone-on-tone ticking stripe in gray was used for lined panels in what Wozniak calls a “fixed butterfly pleat.” These have a leading edge detail of two trims— an open weave trim layered over a wide, solid tape. Hardware in an antiqued bronze, which features flecks of soft gray, is finished with a crystal finial.
Katherine Wozniak & Kathleen Glynn Katherine Elizabeth Designs, North Barrington, IL Curtain & Draperies
2nd
CREDITS PROFESSIONALS: Designers: Katherine Wozniak and Kathleen Glynn, Katherine Elizabeth Designs, North Barrington, IL. Workroom and installer: Midwest Draperies, Romeoville, IL. Photographer: Shanna Wolf, S. Photography, Madison, WI. RESOURCES: Drapery panel: Fabricut, Galon in dove. Drapery lining: United Supply, Satin Lustre. Trim (open weave): Fabricut, Capri in silver. Trim (tape): Brimar, Topiko in teal. Decorative hardware: The Finial Company, in finish #107, bronze with golden gray finish.
The finished provides an open lake view for the cooks while also creating an intimate sanctuary within the space for diners.
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INSPIRE 2018 Design Competition Winners
This classically elegant design hides several architectural issues behind its shimmering folds and gleaming details. “The client was concerned that the window was not centered within the space and that there were noticeable differences in arch scale from the window to that of the ceiling,” explained Brenda Baxter. She sought to minimize the difference in the arch curves by designing a narrow cornice with only a slight curve, and then further fooling the eye by adding a custom wrought-iron piece that fits on and over the upholstered piece. Swags and cascades provide another set of curves, and also help blur some of the troublesome architectural issues. Lined and interlined silk panels flank the existing shutters with a tassel trim in the same rich gold as the ironwork. Custom floral medallion holdbacks from the same ironwork supplier are further embellished with a long drop tassel tieback. 68 | wf-vision.com | May + June 2018
Brenda Baxter
Custom Drapery Designs, Richardson, TX CREDITS PROFESSIONALS: Designer: Brenda Baxter, Custom Drapery Designs, LLC, Richardson, TX. Workroom and installer: Don Maillet, Designer Window Treatments, Rowlett, TX. Photographer: Ken Vaughan, Vaughan Creative Media, Dallas, TX.
Decorative Hardware & Trim
1st
Cord lip: Brimar, SER310-MNB in moonbeam. Braid tassel: Brimar, SER100MNB in moonbeam. Tiebacks: Fabricut, DeBeers in alloy. Holdbacks: Gaby’s Shoppe, T80 holdbacks,in brushed bronze. Cornice: Gaby’s Shoppe, C300 RESOURCES: Fabric: GP&J Baker, Kelway customized, in brushed bronze. Lining/ BF10596-850, in bronze. Accent fabric: Liba’s interlining: Angel’s Distributing Inc, silk 214C, in moon glow. Premier Sateen.
Renee Rucci
Renee Rucci Design, Middleton, MA Decorative Hardware & Trim
CREDITS PROFESSIONALS: Designer: Renee Rucci, Renee Rucci Design, Middleton, MA. Workroom: Julie Wood, The Leading Edge Drapery, Derry, NH. Installer: Derrick Patterson, Homeworks, Barrington, NH. Photographer: Morgan Karanasios, Bedford, NH. RESOURCES: Sheer: Maxwell Fabrics, Poseidon in marble #109. Valance trim: Carole Fabrics, Valerian in English Garden Medallions: Antique Drapery Rod, John Keats, in copper. Café curtain rod: Antique Drapery Rod, 5/8" round rod RRRR40R in copper verdigris.
2nd
A preschool in a Victorian-era home had certain requirements for new window treatments. The style needed to reference the original period of the home while remaining practical for a school. The view to the exterior from the floor-to-ceiling windows could not be completely blocked with a design that worked for the height of preschoolers. The restored copper-colored plaster moulding in the classroom along with the curved windows inspired a design of just barely swagged top treatments with a narrow ribbon trim bottom ruffle, hung from custom-colored medallions. The design was relatively easy to fit into the curved windows and was “period enough” to work. Sheers on the lower section of the window soften the view of an adjacent parking lot while allowing the children to look up and out at the trees. The fabric from the top treatments was added as a loop to hang the treatments on the rods along with buttons made from the deconstructed ribbon trim of the top treatment. Window Fashion Vision | 69
INSPIRE 2018 Design Competition Winners
This enormous project for a 30,000-square-foot home in a remote area of Northern Michigan required motorized treatments that would work on a Crestron system, as well as a redundancy solution for operation if the Crestron system should fail. Otto Rankin and his team developed a plan that uses Lutron motorized shades off of integrated keypads to work and operate as stand-alone, and in conjunction with the Creston system. At the same time they proposed a full Lutron lighting system, with Crestron acting as a home-controlled network. The overall order included combinations of Lutron-powered Roman shades as well as manual Roman shades; motorized blackout roller shades; motorized and manual draperies; custom decorative rods, rings, and finials; and custom valances. Production included details such as specifying the drive axles of each Roman shade be powder-coated to match the corresponding linings, introducing custom fabricated footman loops that allowed for string management which helps eliminate sound generated in stacking, and many more details. In all, nearly 100 Roman shades and an additional 200-plus soft treatments were installed. Once all aspects of the job were complete the system was tested by disconnecting the Crestron homecontrolled network and then successfully operating the Lutron-powered shades.
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Pacific Shades Custom Design & Automation, Phoenix, AZ Motorization
1st
CREDITS PROFESSIONALS: Designers, workroom, and installers: Otto & Kristi Rankin, Pacific Shades Custom Design & Automation, Phoenix, AZ along with their entire team located through out the United States. Photographer: Kristi Rankin, Pacific Shades Custom Design & Automation. RESOURCES (for rooms shown): Roman shade fabric: JF Fabrics. Cornices and valances: Kravet, Pindler, Stark. Hardware: Rowley Co. & United Supply Co. Motors: Lutron.
Window Fashion Vision | 71
INSPIRE 2018 Design Competition Winners
Expansive window walls in an updated ranch flood this room with natural light. But, as an older home, it sits very near the street, so privacy and simplified light control were key issues. Woven wood Roman shades in a soft ivory were installed on the six living-room windows, operated individually or as groups via plug-in motors. The plug-in option was chosen due to the size of the center shade on each wall. Stationary panels in a pale gray to coordinate with the sofas, were installed to disguise where the shades meet. “The family spends a lot of time in this room and the motorized window treatments allow them to control light and views with perfect precision,” said Angie Gardeck.
Angie Gardeck & Pam Guido
New Perspective Design, Inc., Algonquin, IL Motorization
2nd
CREDITS PROFESSIONALS: Designers: Angie Gardeck and Pam Guido, New Perspective Design, Inc., Algonquin, IL. Workrooms: Loraes Drapery Workroom, Palatine, IL, and Sharon Gillette, Horizons Window Fashion. Installer: Bill Hoeks, Hoeks Installations, Lake in the Hills, IL. Photographer: Katie Kirker, New Perspective Design, Inc.
RESOURCES: Woven wood Roman shades: Horizons, Shelter in birch. Panel fabric: Unique Wholesale, Dundas in eclipse. Motorization: Somfy. Drapery rods: Kirsch, utility rod.
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Design Art
™
by ORION
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Window Fashion Vision | 73
INSPIRE 2018 Design Competition Winners
The focal point of this bedroom is the arched center window, flanked by double-hung windows and the gambrelstyle angled ceiling line with beams accented by corbels. The windows already have Lutron motorized shades, but the client wanted something warm and elegant for the room that complemented the ceiling work. To preserve the integrity of the arch, Laura O’Meara and Lori Yanez designed a 138" wide by 54" high cornice board with rod pocket panels mounted to the back so the roller shade could move freely behind the treatment. A stationary London shade was designed with a notched-out board and fabric-covered dust cap to fit around the roller shade that was mounted at the top of the side door. To keep a uniform look in the room, a stationary London shade was used on the side windows as well. “Our clients are thrilled to have window treatments that hide the shades from view and complement the unique architecture of the room,” said Yanez. 74 | wf-vision.com | May + June 2018
Lori Yanez & Laura O’Meara
Sheffield Furniture & Interiors, Malvern, PA Specialty Windows
1st
CREDITS PROFESSIONALS: Designers: Laura O’Meara and Lori Yanez, Sheffield Furniture & Interiors, Malvern, PA. Workroom: Sheffield Furniture & Interiors. Installers: Richard Lerch & Sam Salfitti, Collegeville, PA. Photographer: Nancy Coe, Nancy Coe Photography, Birchrunville, PA. RESOURCES: Drapery fabric: Candice Olsen for Kravet, Sun Pillar in breeze, 34178116. Coverlet and Euro shams: Legacy, Firenze in spa. King shams: Kravet, Sun Pillar in breeze, 34178-116. Pillows: Kravet, Gentry in grace, 32009-115, and Azariah in spa, 34165-1511.
This octagonal window is the sole window in a small powder room. “The client had already selected the brown print wall covering, which while very attractive, made the small room seem darker,” said Suzanne Brock. “Our brief was to provide privacy without obscuring light.” Using a sheer fabric in the same color as the window moulding helps make the window seem larger while preserving natural light. Shirred on a specially shaped rod and gathered in the center, Brock decided against the typical finishing “pouf.” Instead, she sketched out the ideas of a militarystyle rosette fashioned in grosgrain for her workroom to fabricate. “It is both masculine and feminine and adds a certain amount of sophistication that would have been lost with a pouf,” she explained.
Suzanne Brock
Emerson House Designs, Grosse Pointe Farms, MI Specialty Windows
2nd
CREDITS PROFESSIONALS: Designer: Suzanne Brock, Emerson House Designs, Grosse Pointe Farms, MI. Workroom and installer: Wayne Stapleton, Newcastle Blinds & Draperies, Clinton Township, MI. Photographer: Andy Schwartz, Stylish Detroit, Grosse Pointe Park, MI. RESOURCES: Sheer: Fabricut, Ellis Voile in cream. Custom-cut wood frame: Wayne Stapleton, Newcastle Blinds & Draperies.
Window Fashion Vision | 75
INSPIRE 2018 Design Competition Winners
Susan Gailani
Gailani Designs, Inc., Naperville, IL Top Treatments
1st
A light-filled breakfast area and the adjacent kitchen both needed window treatments, but the client wanted minimal coverage. In the kitchen, an “apron” cornice in gray suede was designed so that the apron panels line up with the window mullions, extending beyond the cornice to create variation in length to add interest. Two buttons covered with the cornice fabric are on the sides of each apron, echoing a detail from the cabinet knobs. CREDITS PROFESSIONALS: Designers: Susan Gailani, Gailani Designs, Inc., Naperville, IL. Workroom: Christine’s Draperies. Cornices: Nolte and Tyson. Installer: Mike Budde. Photographer: Richard Lanenga, Addison, IL. RESOURCES: Kitchen valance and buttons: RM Coco, Villa in silver. Kitchen aprons, breakfast-area panels, and cornices: RM Coco, Wallace in wren.
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For the breakfast area, stationary panels are topped with special cut-out cornices, a design feature adapted from the base of the breakfast table.
Linda Principe
Linda Principe Interiors, Monroe Township, NJ Top Treatments
For a client that wanted a “wow” shower treatment in her guest bath, Linda Principe went all out, with a fully executed lambrequin complete with multiple trims and tassels. “This is for her summer home at the Jersey Shore, so she entertains a lot and wanted her guests to feel special,” said Principe. The curvy lambrequin was inspired by the swirling pattern of the fabric, but, as is typical in guest bathrooms, space is an issue. The tub sits very close to the toilet, so the lambrequin had to be mounted just far enough out to that the coordinating side panel and the custom, Ripplefold shower curtain cleared the tub, but didn’t interfere with the toilet. By installing the lambrequin the full width, Principe could hide the hardware for the shower curtain and the mounting of the side panel to create a truly glamorous first impression. A pretty little key tassel on the upper end draws attention to the beaded-edge trim of the lambrequin. Follow that down to a tasseled tieback that completes the entire look.
2nd
CREDITS PROFESSIONALS: Designer: Linda Principe, Linda Principe Interiors, Monroe Township, NJ. Workroom: Rosemarie Garner, R. Garner Custom Designs, Upper Montclair, NJ. Installer: Joseph Pante, Joseph Pante Installations, Colonia, NJ. Photographer: Linda Principe. RESOURCES: Lambrequin fabric: RM Coco Panthers in Alloy. Shower drapery fabric: JF Fabrics, Shimmer, color 93S7301. Beaded trim: Duralee, 7291, color 248 silver. Key tassel: Duralee, 7299, color 248 silver. Tassel tieback: Duralee, 7298, color 248 silver. Hardware: Forrest Group, Track, DS XL; Forrest Group Easyflex tape (FES) and Easyflex hooks (9037-25); Rowley Company, notched right-angle pin strip (HS210).
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Let the Sunshine In INSPIRE on our radar
It’s been a long, tough winter, but longer, warmer days are finally here and it’s the perfect opportunity to showcase some contemporary takes on sheers that cast stylish shadows on any interior. These three options from Élitis, the innovative French design house, fit the bill. Clockwise from top left: Faux-leather dots, with an accent color on their edge, are attached to netting. Figure Libre is offered in three colorways. • Iméra is a knotted jute that references the millennial fascination with macramé. Available in either matte or just slightly metallic options. • A modern eyelet, Limoncello is 100% linen, wide-width available in six colorways. It’s part of the Amalfia collection that includes two other wide-width linen sheers with fantastic details.
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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
Showcase hand-cut SwissCrystal finials with contemporary iron hardware. SwissCrystal-On-Iron from Orion Ornamental Iron features five finial styles and five base styles. Five Décor Finishes for the bases have been selected to coordinate beautifully with five Iron Finishes available for 1-1/4" rods, rings, brackets, holdbacks and batons. sales@ironartbyorion.com www.ironartbyorion.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 sales@uni-soleil.com.tw or visit www.uni-soleil.com.tw for further information.
INSPIRE what’s next Our next issue is all about the details: featuring the winning entries from our Workroom competition as well as highlights from the Construction Zone on the IWCE show floor. Plus, it’s the annual Resource Directory and you can’t get more detailed than that!
80 | wf-vision.com | May + June 2018
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