Window Fashion VISION Magazine: January/February 2024 | Volume 46 Issue 1 by Window Fashion Vision Magazine

VOLUME 47, ISSUE 1 JANUARY + FEBRUARY 2024

SHADES OF SUSTAINABILITY

HOW RETAILERS LEAN INTO AI SOFTWARE IWCE 2024 PRODUCT SNEAK PEEK NEW YEAR, NEW TRENDS RISE OF THE HOME SPA AND LUXURIOUS BATHROOMS

MASTHEAD Januar y + Februar y 2024

VOLUME 47, ISSUE 1

President/Publisher | Grace McNamara grace@wf-vision.com Associate Publisher & VP | Ania Munzer ania@wf-vision.com Contributing Editor | Lauren Gentry lauren@wf-vision.com Art Director | Cat Kahnle cat@wf-vision.com Copy Editor | Maude Campbell maude@wf-vision.com Event Manager | Shannon Flaherty shannon@wf-vision.com Marketing Coordinator | Tracy Herold tracy@wf-vision.com Accounting | Heather Bradley accounting@wf-vision.com

CONTRIBUTORS

Justin Gianola, Christine Haskell, Amy Hunley, Kate Hunley, Roger Magalhaes, Courtney Porter, James Stryker, Laura Sumrak, Oliver Schreiber, Katie Wood

SUBSCRIPTIONS

651-330-0574 • info@wf-vision.com

ON THE COVER: Photography: Spacecrafting Photography Project: Lucy Penfield’s private residence in Wayzata, MN Workroom: Lucy Interiors Custom Workroom Designer: Lucy Penfield, Lucy Interiors Architect: Charlie & Co. Builder: Detail Homes

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, 4707 Hwy 61 N #255, St Paul, MN 55110, Tel 651-330-0574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN. Postmaster: Send address changes to Window Fashion VISION, 4707 Hwy 61 N #255, St Paul, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2024 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: 4707 Hwy 61 N #255, St Paul, MN 55110 JANUARY + FEBRUARY 2024, VOLUME 47, ISSUE 1.

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G R A C E N OT E From the Publis her

THINGS I’M LOOKING FORWARD TO IN 2024

Grace McNamara

HAPPY NEW YEAR! It’s so exciting starting a fresh new year. Regardless of what happened in 2023, a new year brings us a fresh slate of opportunities to consider. A good friend and work associate would ask me for years how I felt when I woke up on New Year’s Day, hoping for a good prediction for the year, at least with our business. Of course, I had to report positive feelings, which I usually felt, even if the past year wasn’t so great. Sometimes this was due to situations beyond our control and sometimes because I didn’t make the best decisions. The important thing is to learn from the past and never give up. This issue brings you timely advice to get you on the right track for 2024. Sustainability continues to grow in importance as we know that climate change isn’t a hoax. Home automation continues to expand considerably, now accessible at many price points. We’re seeing a trend toward more color and more luxurious home interiors, giving you the opportunity to upsell beautiful soft treatments to complement shades. Suppliers are working hard at developing great options for you to sell to your customers. You’ll see hundreds of the latest innovations at the International Window Coverings Expo (IWCE) this April in Texas. If you’re going to make one resolution that will redefine your business, be sure to register for the world’s greatest window covering show. I’d love to see you there!

Grace McNamara Publisher grace@wf-vision.com

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Taking IWCE to Texas for the first time

Finding out the winners of the Grace Awards

The reformatted Grace Awards Ceremony– it will be epic!

Decorating my new home in Asheville, NC

Finding the coolest window treatments at IWCE for my new house

Seeing more of my grandkids in NC

Discovering the Southeast

At least one international adventure

What about you?

C O N T E N TS Januar y + Februar y 2024 W

IN THIS ISSUE

VISION W I N D OW T R E AT M E N T S & I N SP I R E D D E SIG N

COLUMNS

PUBLISHER’S NOTE Reflecting on 2023 and looking toward 2024 By Grace McNamara

26 KIPS BAY SHOWHOUSE DALLAS 4

Get an up-close look at the esteemed design event that hosted 22 of the nation’s most acclaimed designers and architects.

24 LESSONS IN LEADERSHIP

32 COLORS OF THE YEAR

New year, new hues! Let’s take a closer look at four major colors we’ll see all year long. New year, new hues! Let’s take a closer look at four major colors we’ll see all year long.

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POINT-OF-VIEW: New & Noteworthy Exciting and interesting new products

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FULL FRAME: Installation Seven tools for successful installations By Roger Magalhaes

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ARTISAN ATELIER The rise of luxurious and opulent primary bathrooms By Amy Hunley, Katie Wood and Kate Hunley

We sat down with Larry Denbrock, vice chairman of Rowley Company, to learn from his wealth of knowledge in guiding future leaders and inspiring company growth.

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RETAILERS ow retailers are adopting new H tools and technology in 2024

IWCE SNEAK PEEK

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HR DEPARTMENT Navigating dynamic hiring and the 2024 job market By James Stryker

4Don’t miss out on the world’s greatest window covering show! Get a closer look at the schedule, seminars and new products that will be featured at this year’s expo.

44 STATE OF SUSTAINABILITY 4

We dive deep into sustainable window treatments, green living and how to bring more eco-friendly practices and decor into your home.

4Technology and social media have changed the game when it comes to selling custom window treatments. We discuss the most important aspects to consider!

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disCOVER About the Cover

54 SELLING CUSTOM IN THE DIGITAL AGE 8

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DIGITAL MARKETING Boosting your ROI with better email marketing By Christine Haskell PICTURE-PERFECT G et your window treatments featured with these tips from photographer Laura Sumrak SOLD! Understand your clients’ needs to reach higher revenue By Oliver Schreiber

D I S C OV E R Cover Stor y

FLOODED BY NATURAL LIGHT

There is always magic to be made when a designer takes on a space in their own home for a project. Located in Wayzata, Minnesota, designer Lucy Penfield of Lucy Interiors wanted to dress her living and dining space in a luxurious way while still connecting her to the world beyond. “Happiness for me is gathering with friends and family in our open space, and it’s ideal for mingling and conversation,” she said. “I wanted the window shades to soften and complete the room to create a warm, inviting and comfortable mood.” The designer treasures repurposed furnishings and threw in unexpected touches like the hand-loomed wool bedcovers she hung as stationary side panels and the self-flounced tasseled valance paired with natural steel drapery hardware for understated elegance. The Pella transom windows wrap the room and allow light to pour in, and Penfield chose to mount the shades below the transom to accentuate the height as the ceilings are 10 feet high.

Conrad Shades' unique handwoven window shades are also woven from grasses and sustainably grown and harvested plants. The artisans prepare the fibers and weave each shade using a handloom, which consumes minimal energy and produces little waste. “I have been designing with Conrad Shades for years and find that the subtle weave variations provide a unique style for any project,” said Penfield. “It is an elevated elegance connected to nature and offers a sustainable product for any project.”

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CAPE DUTCH MODERN

“I love the roman-style shades that create a soft, supple fold to dress the top of the windows, and I chose a manual continuous cord option,” said Penfield. “I did not need the shades to be automated, but I love the electrified option for many of our installations. Just a push of a remote and your shades will magically come down.”

P O I N T - O F -V I E W New & Noteworthy

NEW AND NOTEWORTHY

ALL ABOUT TEXTURE Soft to the touch and packed full, let Brimar’s Fluffy Pom Poms add movement and whimsy to your designs. These fringes instantly enhance the visual appeal of your furnishings, and their bright colors and texture easily add to the layering process. Perfect for boho-chic vibes or a relaxed, eclectic feel, pom-pom fringe is an easy way to make your project stand out. bit.ly/brimarpoms

PILLOW PERFECTION Known for creating sanctuary-like sleeping quarters with their linens, Bella Notte now offers 18-inch round and square pillows suitable for sofas, settees, armchairs and benches. The 14-piece collection includes hand-cut, hand-sewn and small-batch dyed options in one of 19 colors. This stunning array of products also includes throw blankets. BellaNotteLinens.com

BREAK OUT THE BUBBLY Have you ever wanted to know what sitting atop a champagne cork would be like? Experience it yourself with these unique Champagne Cork Stools from Provence Platters we found at High Point Market. Made of 100 percent cork, the stools resemble champagne cork stoppers and would be a fabulous addition to any bar, wine cellar or conservatory. Lightweight yet stable, these stools will not scratch floors and are suitable indoors and outdoors. Cork is also eco-friendly, biodegradable and recyclable; the harvesting process does not harm the cork trees. bit.ly/champagnecorkstool

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NEW PRODUCT

P O I N T - O F -V I E W New & Noteworthy

NEW PRODUCT

PLUSH TO THE TOUCH Continuing its popularity, bouclé fabric is recognized for its textured yet soft surface that gives it an almost fuzzy appearance. RM Coco presents its Cuddle Performance collection—an array of bouclé options engineered with technology that creates an easy-to-clean, maintainable surface. Choose from 16 different stunning colors and give your furnishings a fashionable yet cozy design. RMCoco.com

STORIED SOPHISTICATION Designer Suzanne Tucker presents her newest volume, Extraordinary Interiors, a collection of the designer’s recent work that includes a mountain retreat dressed in neutral tones and textures, a Bay Area pied-à-terre with international inspiration, a Manhattan apartment with an exceptional art collection and more. Tucker describes her design process as part anthropology, part archaeology and part psychology, showing off her unique approach within the pages of this elegant book. SuzanneTuckerHome.com

ONWARD AND UPWARD Draper, Inc., has officially cut the ribbon on its 100,000-square-foot addition to its manufacturing campus in Spiceland, Indiana. The new build will add seven loading docks and storage and production space, allowing the company to add a new automated powder-coating line. Draper was founded in 1902 and manufactures window shades, solar control solutions, projection screens, AV mounts and structures, and gymnasium equipment. The addition was made after several years of steady growth, and the company is predicted to be a continued major player in the residential shading market. DraperInc.com

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FULL FRAME Smart Shades

A Tale of Two Motors

As we continue into the new age of smart homes and technology-centric living, the motorization of window treatments is making its significant presence known. BY JUSTIN GIANOLA

There could not be a better or more critical time for the window treatment industry to understand where the market is going as motorization continues to take over. It wasn’t until last September that the U.S. window treatment market finally knew the result of the long, drawn-out battle between the Window Covering Manufacturers Association (WCMA) and the Consumer Product Safety Commission. It ultimately favored the regulation entity (WCMA) that has set the American National Standards Institute-approved standards and advancements in the safety cord technology we as an industry have worked to implement and improve over the years. However, there was a lengthy period of time when motor suppliers simply had no choice but to prepare for the possibility that cords would be eliminated entirely. Fortunately for

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the U.S., there was a foundation with Health Canada that implemented stricter standards. With the stage now set of suppliers preparing to move away from cordoperated window treatments, we better understand what motorization will most likely look like in the mid- to late 2020s. On the tail end of a pandemic that saw record growth within the industry, we have witnessed motorization suppliers move in two directions as price and quality have both improved.

A RACE TO THE BOTTOM

While the most cost-effective method of operating a shade threatened to disappear, motor suppliers and developers had to work on an entry-point solution. In some cases, this was for price while maintaining quality; in others, it was price at the sacrifice

of quality and longevity in motor control. This has been positive for motorization in the window treatment industry, as the cost addition of motors is not as drastic as it once was. When you factor in the cost of spring systems like the balance systems that have taken over the market, motorization makes even more sense. This is not anything new for technology in the home—motorized window treatments are just one of the last pieces of the “smart home” puzzle to have the technology develop, and a more significant focus has been put on the window of the home. From acquisitions of some of the largest suppliers by entities outside the industry to new motor companies popping up to see where they may fit, the industry has grown past being ruled by just a few key suppliers. Before we talk about the other end of the

This is not anything new for technology in the home—motorized window treatments are just one of the last pieces of the ‘smart shades’ puzzle to have the technology develop, and a more significant focus has been put on the window of the home. spectrum, let’s think more holistically about motorization’s role in homes today. We are not reinventing the shade; we are just beginning to think about how motorization and automation can integrate seamlessly into the world of smart technologies and energy efficiency. How many times have we seen the cost of technology and the demand for quality meet to set a new standard of expectations? Examples are garage doors, car windows, thermostats, lightbulbs and even light switches. We have now seen energy companies offering rebates for saving energy, and studies of specific shade systems have been approved to provide rebates for motorized shades. This follows on the heels of competing programs such as replacing incandescent/fluorescent bulbs with more energy-efficient LED bulbs at the cost of the energy companies. As we hope to integrate shades into part of this ecosystem, we look toward accommodating the needs of the elderly and remaining simple and costeffective. This ranges from wand or remote options to the path of having shades, lights and thermostats all working cohesively to maximize natural light and energy coming from the sun in this newly energy-conscious world.

However, we are now seeing motorized window treatments become crucial in the high-end home integration channel. This channel often sets the trends that the rest of the market works to emulate in a more cost-effective manner. Like more entry-point motor solutions, there are more high-end motor solutions to give you a competitive advantage in all markets. These motor offerings can complement the entry point and mass-market solutions to cover all customer bases (Good, Better, Best). The feature set of these motors often includes things like hembar alignment in all operational settings, industry-leading noise levels, ease of use and deployment, lower rates of failure and premium customer service and experience. These features and many others often come at a price, but a price that many are willing to pay when shown the performance and longevity comparisons.

Work to ensure you are a leader in the industry and your customers will thank you. Suppose you have a Good, Better, Best approach to motorization and automation. In that case, all possible customers will be covered and on the leading edge of the motorized product offerings storming the market. Work to make admirable choices and the increased revenue on motorization attachments will only serve your company for the better. V

A RACE TO THE TOP

MOTORS FOR ALL

Justin Gianola, national business development director for Nice North America, has been passionate about smart shades and technology from a young age, including reverse engineering and anything he could get his hands on to understand how it worked. His appetite led him to assist in building motorization programs in the shading industry, from days spent in the warehouse building motors and motor control systems to working with an industry leader to bring Li-ion motor technology to market.

While we have seen the spectrum of motorization capture more target demographics from the middle market to entry-point solutions, there haven’t been many high-end, feature-rich, focused motorization options to compete with the handful of vertically integrated offerings that have large dealer networks and excellent marketing.

Regardless of your channel, region or goto-market approach, one thing is obvious: Motorization in window treatments isn’t just the future, it is now. It’s 2024 and we have now seen artificial intelligence programs, self-landing rockets, smart homes that know our routines and improved energy consumption. Window treatments are now included in the exciting new world we live in.

Work to make admirable choices and the increased revenue on motorization attachments will only serve your company for the better.

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FULL FRAME Installation

Seven Tools for Successful Installations BY ROGER MAGALHAES

When it comes to window treatment installations, precision and efficiency are essential for a job well done. For professionals navigating the intricate world of window decor, the right set of tools is a crucial asset when defining the difference between a satisfactory installation and an impeccable one. From seasoned installers to novice ones, the tools outlined below will help you stand out from the rest. Embracing these tools will not only help streamline the process but will also set you apart from your competition as a professional window treatment installer.

CORDLESS DRILL

The portable nature of a cordless drill liberates professionals from restrictive cords, expedites the installation process and enhances overall productivity. A standout feature of the cordless drill is its versatility. Equipped with multiple settings and adjustable torque, it effortlessly transitions between drilling pilot holes and driving screws, catering to the diverse demands of window treatment installation. Whether it’s securing brackets, hinges or hardware, the cordless drill adapts to the task at hand, offering unparalleled convenience and precision in one compact package. Regular Cordless Drills Versus Impact Drivers: Understanding the Distinctions

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While a regular cordless drill serves as a versatile workhorse, the impact driver takes efficiency and power up a notch. Unlike the traditional drill, the impact driver harnesses rotational force with concussive blows, providing immense torque. This dynamic duo of rotational force and percussive action enables the impact driver to effortlessly drive screws into tougher materials, making it an ideal choice for installations involving hardwoods or dense materials. It is also louder than a regular cordless drill. While both the regular cordless drill and impact driver boast their unique strengths, the choice ultimately rests on the specific requirements of each installation project and the unique style of the installer.

STEP STOOL

While simple, a quality step stool plays a pivotal role in ensuring access, efficiency and safety when executing flawless installations. The beauty of a good step stool lies in its adaptability. From collapsible models that provide easy transportation to adjustable heights that cater to different needs, these stools come in a variety of designs tailored to the demands of window treatment professionals. Whether working in residential spaces or commercial settings with specific architectural nuances, a well-chosen step stool seamlessly adapts to diverse environments, providing consistent support for installers.

MOVING BLANKETS AND RUBBERIZED TARPS

Floor protection should not be an afterthought. It is an integral part of a professional’s commitment to delivering a seamless installation experience. Bring moving blankets to create a working area for your tools and boxes, as they serve as a reliable shield against scratches, scuffs and debris during the installation process. In slippery areas such as staircases, hardwood floors and even tiles, using rubberized tarps prioritizes safety for your ladders by minimizing the risk of slips or falls and creates a secure work environment for installers and homeowners alike.

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MULTI-POSITION LADDER

Not only do they provide substantial height and stability, but multi-position ladders also remain surprisingly portable and maneuverable. Built with lightweight yet durable materials, they facilitate easy transportation from one site to another, allowing installers to efficiently move between different areas of a property without cumbersome equipment. The multi-position ladder’s adaptability and quick configuration significantly expedites the installation process. Its seamless transition between various positions minimizes the need for multiple tools, which reduces downtime and optimizes efficiency. This agility not only enhances productivity but also ensures that each step of the installation progresses smoothly and accurately.

CHOP SAW

The versatility of the chop saw allows it to accommodate different types of blades and cutting angles, which makes it useful when cutting various materials like drapery tracks, roller shades and curtain rods. Integrating a chop saw into your toolkit is essential if you want to achieve flawlessly executed window treatment installations.

FOLDING SCAFFOLDING

Efficiency begins with organization and mobility. Designed with portability in mind, folding scaffolding provides a convenient platform for transporting tools, hardware and materials between different areas of a site, as well as to and from your working van. Its foldable design ensures easy maneuverability through doorways and narrow spaces, allowing installers to effortlessly transport everything needed for the installation without the hassle of multiple trips or cumbersome equipment. Its collapsible nature allows it to be easily stored when not in use, minimizing clutter in workspaces or inside your van.

OSCILLATING OR MULTITOOL

An oscillating or multitool’s ability to offer customized cuts, tackle diverse materials, access tight spaces and streamline operations sets a new standard for excellence in this field. Cutting drywall, baseboards and even wood trim allows installers to complete even the toughest and most complicated installations with ease and professionalism. Integrating a multitool into your toolkit provides more than just versatility, it unleashes the ability to be precise and adaptable. By integrating these tools into your installation business, you will set yourself up for success by offering your customers elevated craftsmanship and flawless installations. V

Roger Magalhaes is the founder of Trading Up Consulting, which provides installation training for window fashion professionals. Magalhaes has more than 15 years of experience as a professional window treatment installer in the Boston area. He is also the installation instructor for the Window Fashion Certified Professional FastTrack program and is the president of Window Coverings Association of America. » TradingUpConsulting.com

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BATHING IN LUXURY The Rise of Opulent Primary Bathrooms

In recent years, the primary bathroom has transformed from a mere functional space to a symbol of luxury and indulgence, marked by a trend toward larger and more opulent designs. Homeowners and designers are reimagining these intimate spaces, turning them into personal oases that go beyond basic functionality. Not only are homeowners leaning toward expansive designs within materials and interiors, but they are also opting for more square footage dedicated to their primary bathrooms, often even larger than the bedroom space. Designers report that many homeowners feel that the bathroom of a primary suite is where they spend most of their time as they desire relaxation and rejuvenation. Large walk-in showers, freestanding soaking tubs and double vanities all transform the primary bathroom into a haven for self-care. Window treatments add the next layer of luxury, lending softness and an upscale, spa-like feel to the space.

Traditionally, blinds and shutters have held the top spot for bathroom window treatments. However, in the evolving landscape of interior design, especially in the realm of luxury primary bathrooms, there has been a discernible shift in the trends. The higher-end homeowner requests draperies, sheers, romans and textured woven shades to adorn windows in these lavishly appointed spaces.

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INTERIORS: TRIBUS INTERIOR DESIGN, GREENVILLE, SOUTH CAROLINA; PHOTOGRAPHY: REBECCA LEHDE

BY AMY HUNLEY, KATIE WOOD AND KATE HUNLEY

INTERIORS: ANNA BOOTH PRINCIPAL, ANNA BOOTH INTERIORS, ATLANTA, GEORGIA; PHOTOGRAPHY: EMILY FOLLOWILL

A RT I SA N AT E L I E R Winter in the Workroom

Designing window treatments in the bathroom requires some planning. Baylie Weeks, director of design at Tribus Interior Design in Greenville, South Carolina, explained, “A window or set of windows is often situated behind the tub. We almost always specify draperies or sheers in these areas, so proper space planning is essential. We look to our drapery workroom to help us plan for the best treatments at each location.” Motorized treatments may also be selected in luxury baths, particularly in harder-to-reach spaces. “The best motorized option that can further integrate with smart technology allowing the treatment to operate with lighting, heated floors and high-tech shower systems is what our clients want and it’s our window treatment professionals that help us make the best decisions in these instances,” said Weeks. In short, modern technology combined with beautiful design takes the upscale primary bath to another level of sophistication and comfort. Designers are also taking advantage of a larger bath space by specifying multiple treatments. Janie Wilburn, principal and owner of The Jane Group in Atlanta, Georgia, said, “We like layering shades—either a motorized woven shade or a roman shade— under stationary panels. This gives us the softness and luxury of a drape with the more practical function of a shade that can be used daily. The extra texture gives the space more interest and, if the panels are stationary, it can save space and cost.” Primary bathrooms serve as sanctuaries where individuals can escape daily stresses. Larger bathrooms accommodate more extensive window treatments that enhance seating areas, reading nooks or mini lounges, fostering comfort and luxury.

The trend isn’t confined to new homes: Homeowners are renovating existing spaces as well. Many homeowners are opting to renovate their existing home to better match their lifestyles and current design trends. To accomplish this, designers and architects are challenged to reimagine traditional layouts to accommodate evolving preferences. A redesign often includes additions to the primary bedroom and bath spaces, again lending luxury and added space to the bath suite. Primary bathrooms becoming larger and more luxurious reflects a fundamental shift in homeowners’ perceptions. No longer relegated to mere functionality, the primary bathroom has become a canvas for personal expression and self-indulgence. As the desire for a spa-like experience at home continues to grow, we can expect to see more innovative designs and opulent features defining the primary bathrooms of the future. Window treatments, integrated seamlessly into the design, not only provide a retreat within the home but also connect to the outside world, balancing privacy with natural light. V

Amy Hunley is the owner of The Drapery Room, a custom window treatment workroom servicing high-end commercial and residential designers primarily in the Southeast. The 13,000-square-foot workroom employs 13 professional craftspeople and is located in Marietta, Georgia.

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FULL FRAME Tools for Retailers

How Retailers Are Adopting New Tools and Technology Within a Rapidly Changing Landscape BY LAUREN GENTRY

While artificial intelligence might not be a new concept to many, the home improvement industry is on the cusp of adapting to technology and tools that very well may become the new normal. Regarding customer experience, efficient practices and decisionmaking processes, AI will continue to contribute significantly to 2024. We sat down with Rick Baker, CEO, and David Baker, COO, of Galaxy Draperies to learn more about their experiences with exciting new retail tools and their advice for keeping up with the latest developments.

LOCK IN YOUR CRM A piece of fundamental advice for any growing business is to have a strong CRM (customer relationship management) system. These systems aim to collect customer information such as leads, appointments, sales and close rates, ultimately creating a comprehensive view of each customer. “If you can’t measure your customer data properly, then you can’t do anything useful with it,” said Rick Baker. “A lot of people in our industry are not at the level of sophistication they need to be and, if you’re trying to grow, Excel sheets and paper files won’t cut it anymore.” CRM companies like Salesforce and BlindMatrix tout their ability to help businesses engage customers, improve productivity and grow revenue faster.

OPTIMIZE THE SALES CALL When a salesperson heads out to visit a customer, it’s not always possible for their manager to ride along with them and observe what made the call a success or not. There is also the element of a salesperson perhaps “putting on their best face” because management is present, so this creates a need for a better system to track and report how the call was executed. At a home improvement conference, Rick and David became aware of the AI software Rillavoice, or Rilla for short. An app you download to your phone, Rilla prompts the salesperson to get permission from the customer to record their interaction and then transcribes it and measures it against a pre-made script you create and load into the software. The app then offers coaching recommendations to the salesperson based on their adherence to the script and how top performers at the company are doing. “Knowing if our salespeople were doing everything they could to make their calls successful or not has been a big blind spot

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for us,” said David Baker. “Rilla has allowed us great visibility on each appointment and the self-coaching element really attracted us to the program.”

Knowing if our salespeople were doing everything they could to make their calls successful or not has been a big blind spot for us. Rilla has allowed us great visibility on each appointment and the self-coaching element really attracted us to the program.

PRESENT AND EDUCATE “Another tool we use is called Ingage,” said Rick. “It basically works like a much more advanced PowerPoint presentation and Rilla can sync with Ingage to present the details of each sales conversation.” The platform enables users to create, share and measure sales calls while providing customers with interactive content to view while the salesperson talks to them. Presentation programs like this can play a crucial role in enhancing the sales call experience. By adding visual appeal and storytelling elements, your customers learn your story through a compelling narrative structure. At the same time, the presentation also helps explain the value of what you have to offer.

UTILIZE AND LEARN FROM ANALYTICS Once you have the data you need collected from these sales calls, you’ll need a way to understand it and utilize it to improve daily practices. “Think Unlimited is another AI-based program we started using to analyze past sales and break down each individual salesperson’s past performance,” said David. “It gives recommendations on who to assign certain appointments to based on how they historically sold to that demographic.” The program bases what salesperson gets assigned customers on factors like where the lead came from geographically or even more personal information such as if the customer has children or graduated from college. “It really is a tool to mathematically tell you how to maximize your revenue from these appointments,” said David. Once Think Unlimited has analyzed your database, it can also tell you who your ideal client is on a granular level and assist you in marketing to that target client. By taking this more specific approach to finding customers versus casting a wide geographical net, your advertising money will give you more cost-effective results.

because there is a lot of money funding their creation right now,” said David. “I’m really happy we took the plunge maybe earlier than some when diving into AI. It’s been a little bumpy, but we have figured out what works for us.”

MAKE AND MAINTAIN STRONG CONNECTIONS Ultimately, the goals and best practices for making sales remain the same even with AI stepping in to help. You have to generate the leads, assign a salesperson to the leads and get them in front of the homeowner for a conversation. Once you sell the product, you must install it and provide quality work. “The products may change over time—a little fancier, a little more motorization—but the core of what we’re doing doesn’t change,” said David. “We have to find our customers and give them a compelling reason to work with us. Then, we have to earn and maintain their trust through top-notch customer service. If you install a quality product well and continue to do that consistently, the sky’s the limit on how far you can grow from there.” V

THINK OUTSIDE THE BOX From customizable chatbots that can fully schedule appointments to AI companies that can replace the need for call center representatives, new platforms are rapidly making their way into the home improvement industry. “Home improvement is typically later to following new technologies, but now we’re finding ourselves as an industry on the tip of the sphere when it comes to AI and these new platforms

If you install a quality product well and continue to do that consistently, the sky’s the limit on how far you can grow from there.

V ISION

FULL FRAME Lessons in Leadership

Lessons in Leadership

Driven by Purpose

Larry Denbrock, vice chairman of Rowley Company, brings a wealth of knowledge, empathy and excitement to guiding future leaders and inspiring company growth. BY LAUREN GENTRY

When Larry Denbrock agreed to take on a new role at Rowley Company, he wasn’t looking for a job. In fact, he had already been retired for 17 months. After spending 37 years in the building products industry, Denbrock moved on to the next busy chapter of his life, which included remodeling a home with his wife and welcoming a grandchild. However, he soon realized that purpose and new challenges were essential for his fulfillment. “At first, I thought it was great—I get to do whatever I want now—but I quickly realized there was more purpose to fulfill, and my work wasn’t done,” said Denbrock. Rowley Company was in the market for new leadership to help the company expand its potential. “I told the CEO I wasn’t looking for a job, I was looking for an adventure— something to do, something fun—and retirement life wasn’t really for me. I’m at a stage in my life and career where I really want to develop people—I want to develop the future leaders of Rowley,” said Denbrock. “I’m running the company day to day, but my intention is to develop leadership that can take it forward. I’m loving it. I’m enjoying it. It’s a great work-life balance, and I’m working with some wonderful people in the window coverings industry.” Rowley Company’s long history in the window covering industry all began with Mr. Rowley, as he’s still affectionately known, who founded the business in 1962. He began providing workroom supplies to drapery workrooms primarily on the East Coast, and it steadily grew over time. “What I love about Rowley is that the company’s DNA is small and large workrooms,” said Denbrock. “The foundation of the company has a customer-centric outlook and always has.” When Mr. Rowley first started the business, he would drive around with products workrooms could use in the back of his truck. “He focused on education and training and listening,” said Denbrock. “People would call

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in any time of the week, and Mr. Rowley would help that person solve a problem around the design of a window treatment. Helping workrooms be successful is at the core of Rowley Company.” Rowley Company was purchased in 2008. Since then, the company has grown significantly but began facing some plateau prior to the COVID-19 pandemic, which led to Denbrock taking on his role in the spring of 2022. Rowley now has three segments of the business, including traditional workroom, decorative drapery hardware and a new shade business they are currently getting off the ground. “We are building custom roller and cellular shades so we can provide a full array of products not only to workrooms but to distributors and designers,” said Denbrock. Rowley’s customer-centric training and education mindset still stands firm today. With a fully stacked website that features how-to videos and problem-solving resources, employees are encouraged to approach their roles with a service mindset.

I believe empathy is the one thing you need to be an effective leader over anything else. Empathy for your company, the market, customers and people— fundamentally, it is so important.

So, what does it take to come into an already established company and create positive change and forward motion? Denbrock believes it all starts with a vision for the future and asking, “What do we want to be?” When beginning the process

PHOTO COURTESY OF ROWLEY COMPANY

of an improvement project, he said it’s about understanding you have a current state and a future state. “As a leader, there are three things that I have learned that all leaders need to do,” said Denbrock. “Number one, have strategic clarity. It’s that question of: Where are we going and why are we here? Number two, know your customers. Customer relations are essential. You need to know who they are and know the market. They also need to know who you are—spend time with them. And, number three, develop your people. At Rowley, we get together every month and go through our progress. This way, everyone can see what’s happening and how we move forward. Everyone gets to understand how they are a part of the journey.” Transparency and good communication with employees are what Denbrock adamantly believes inspire people and that your purpose is critical to success. “It’s ingrained into humans that

PHOTO COURTESY OF ROWLEY COMPANY

Nobody’s perfect. We all have blind spots. I’m big on collaboration, communication and coordination— the three Cs, I call them.

we need a purpose,” he said. “If employees come out of those progress meetings and understand where they fit in and are aligned with that purpose, then that alignment cascades down throughout the organization.” When it comes to growing the leadership team and knowing what employees are the best fit to grow with the company, Denbrock says it starts with one significant trait: empathy. “I believe empathy is the one thing you need to be an effective leader over anything else. Empathy for your company, the market, customers and people—fundamentally, it is so important.” Emphasizing strengths rather than criticizing someone’s blind spots is another essential function of good leadership, according to Denbrock. His approach to guiding future leadership revolves

around what that person is already good at rather than focusing too much on improvements. “It starts with empathy, and then helping those empathetic people leverage their strengths so they get the most out of their role and the company gets the most out of what they have to offer,” said Denbrock. “Nobody’s perfect. We all have blind spots. I’m big on collaboration, communication and coordination—the three Cs, I call them.” Denbrock is also staunchly against criticizing or complaining about others in the workplace. If employees take issue with one another, he believes in sitting down with them immediately to work it out and move past it. “I’m not playing the game of someone complaining about their peer to me and then doing nothing to resolve it,” he said. “I’m not going to live with unresolved conflict—that destroys a culture.” And what defines a good company culture? “It’s all about what the leaders tolerate,” said Denbrock. “If we tolerate bad service or mediocre performance, the entire organization tolerates it.” He also praised Rowley’s strong foundation and healthy management team. “We put together a strategic plan for how to grow and reach our potential and made a few tweaks—it’s been a lot of fun,” Denbrock said. “You get to be my age and realize, ‘Hey, I’ve learned a lot, and I can contribute a lot.’ I’ve enjoyed seeing teams come together for a greater goal. That’s more fun than anything else I do." V V ISION

PRESENTING THE FOURTH ANNUAL

KIPS BAY DECORATOR SHOW HOUSE DALLAS

Take a peek at the esteemed design event that hosted 22 of the nation’s most acclaimed designers and architects who gathered to share their creativity and expertise

SARA HILLERY INTERIOR DESIGN: PHOTO CREDIT: SARAH LINDEN PHOTOGRAPHY

In 2020, the internationally recognized Kips Bay Decorator Show House announced its newest satellite show house in Dallas, Texas. The event, which doubles as the nation’s leading design event of the year and a major fundraiser for the Kips Bay Boys & Girls Club, as well as local Dallas charities Dwell with Dignity and The Crystal Charity Ball, took place in Old Preston Hollow’s Sunnybrook Estates neighborhood. Open to the public for two weeks, the tasteful and refined five-bedroom house included four living areas on 1.7 acres. The property also included a pool, outdoor living spaces and a three-car garage with built-in storage.

Sara Hillery Interior Design Tea for Two This space from Sara Hillery is a nod to 18th-century English and colonial tearooms dedicated to people socializing and engaging in philosophical discussions with a chic twist. “I sought to design a space that intentionally promotes personal relationships over screen time and wanted to establish a place for guests to gather in person and foster meaningful conversation,” said Hillery. “Inspired by an appreciation for French bed alcoves, I carved out a niche reminiscent of classical pediments to house a luxe green velvet sofa and bespoke decorative frame. Acting as the room’s anchor, this sofa is balanced by two smaller British colonial bamboo tables and a pair of French chairs to encourage one-on-one discussion and create a relaxed environment. Here, I incorporated a reflective glass wall to add texture and a hint of modern elegance while the surrounding rich French oak walls give the space a cozy, casual ambience.” SaraHillery.com, @sarahilleryinteriordesign

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Cathy Kincaid Interiors, Ltd.

CATHY KINCAID INTERIORS, LTD.: PHOTO CREDIT: NICKOLAS SARGENT

An Ode to Bunny Mellon “Having participated in several show houses over the years, the first challenge I give myself is to conjure a room that will tell a story that I’ve never told before,” said Cathy Kincaid. “In the case of this bedroom, I drew inspiration from Bunny Mellon’s library in Virginia. I wanted to create this space as an ode to Bunny Mellon and display her magical studio where she thinks, creates, reads and finds gardening inspiration. I have always admired Bunny’s designs and the beautiful working space she has in Virginia, so I wanted to show the audience how her work brings interior and exterior together and helps you think about work in a different environment. The room is meant to be a place for personal refuge, reflection and inspiration—a space I personally dream of every day.” Cathy-Kincaid.com, @cathykincaidinteriors

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MELISSA GERSTLE DESIGN: PHOTO CREDIT: NICKOLAS SARGENT

Melissa Gerstle Design The Garden Arrival Melissa Gerstle designed the front landscape to encompass three designated areas. The central garden features Gone, a sculpture by New York artist Carolyn Salas. The laser-cut, powdercoated artwork shows a figure leaving a scene of domesticity. Gerstle designed the entrance of the property to embody the space where she envisions the character in Salas’ sculpture is heading. Placed on a bed of densely planted Ardisia encircled by stone, Salas’ artwork can be viewed from various angles in the seating areas with furniture by Sutherland and Brown Jordan, and a custom terrazzo table designed by Gerstle. The seating areas are surrounded by a 10-foot-high hedge that creates a sanctuary for the viewer and the heroine of the sculpture. Behind the artwork, the hedge adds symmetry to a space that was previously asymmetrical and without form. In a second area, nestled under the canopy of another massive tree, Gerstle provides a shade garden, which serves as a second place for gathering. MelissaGerstleDesign.com, @melissagerstledesign

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Mark D. Sikes Interiors Villa Windowpane Welcome to Villa Windowpane: a new and fresh take on the classics. A dining room, a library, an office or a retreat—swathed from top to bottom in a timeless blue and white windowpane, it’s a comfortable and inviting room that is à la mode because it can be whatever you need it to be, whenever you need it. Inspired by the great rooms and the elegant lifestyles of Bunny Mellon, Billy Baldwin and Hubert de Givenchy, the multifunctional space is curated with beautiful fabrics and furniture designed by Mark D. Sikes and special pieces acquired from Givenchy’s country retreat outside Paris, Le Jonchet, and his seaside villa, Le Clos Fiorentina, on Saint-Jean-Cap-Ferrat. Rarely is there a space that has it all. Villa Windowpane is a bona fide classic that’s also modern, because it can do it all.

MARK SIKES, MARK D. SIKES INTERIORS: PHOTO CREDIT: NICKOLAS SARGENT

MarkDSikes.com, @markdsikes

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Pursley Dixon Ford Interior Design A Breath of Fresh Air “It was our motivation when we designed this space to create a room that is a palate cleanser, a restful space that evokes a feeling of calm and relaxation to start and end your day,” said the designers. “In accordance with our vision of softness, the highgloss Benjamin Moore paint color on the walls, trim and ceiling is called Cotton Balls OC-122. Generally, homeowners eschew white interiors. But there’s a movement in the home furnishing industry to allow us to have life’s challenges and white sofas. Perennials and Sutherland has developed a gorgeous line of textiles that are both beautiful and cleanable, allowing us to indulge in our white sofas, muddy paws and all. Positioned immediately off the family room, we felt it was prudent to add a little privacy. This was achieved through a white drapery wall created by The Shade Store. The drape creates a vestibule into the space but also frames the custom king-size bed, creating a cozy niche in the middle of the elongated room. Matching white drapes and natural grassweave roman shades provide softness at the windows, as well as layered privacy.”

PURSLEY DIXON FORD INTERIOR DESIGN: PHOTO CREDIT: NICKO

PursleyDixonFord.com, @pursleydixonford

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MELISSA GERSTLE DESIGN: PHOTO CREDIT: NICKOLAS SARGENT

Rivers Spencer Interiors Les Fleurs du Marécage Les Fleurs du Marécage, or the Flowers of the Bayou, refers to the first bedroom and bathroom located on the second floor of the house immediately to the right at the top of the stairs. Les Fleurs du Marécage should be interpreted as a guest suite paying homage to New Orleans and the geographic areas surrounding it—which is where Rivers Spencer’s design firm is located. The main design element in the bedroom is the Philip Jeffries bespoke mural wallpaper depicting a panoramic scene of the bayou punctuated by florals. Spencer chose to use Benjamin Moore’s Chantilly Lace OC-65 as the trim and ceiling paint color in a high gloss to keep the space light and bright and maintain a crisp palette against the depth of color and visual interest of the mural. The space is very long and linear architecturally, so using a single, unmodulated floor covering had the effect of making the room feel cozier, as well as more cohesive. RiversSpencer.com, @riversspencer V ISION

SPLASH FORWARD The new year always brings exhilarating new trends to the world of interiors—and fresh, vibrant colors are no exception. Let’s take a closer look at four major colors we’ll see all year long!

Peach Fuzz 13-1023 by Pantone

“A cozy peach hue softly nestled between pink and orange, PANTONE 13-1023 Peach Fuzz brings belonging, inspires recalibration and an opportunity for nurturing, conjuring up an air of calm, offering us a space to be, feel, and heal and to flourish from whether spending time with others or taking the time to enjoy a moment by ourselves,” said Leatrice Eiseman, executive director, Pantone Color Institute. “Drawing comfort from PANTONE 13-1023 Peach Fuzz, we can find inner peace, impacting our well-being. An idea as much as a feeling, PANTONE 13-1023 Peach Fuzz awakens our senses to the comforting presence of tactility and cocooned warmth.” Sensitive but sweet and airy, PANTONE 13-1023 Peach Fuzz evokes a new modernity. While centered on the human experience of enriching and nurturing the mind, body and soul, it is also a quietly sophisticated and contemporary peach with depth whose gentle lightness is understated but impactful, bringing beauty to the digital world. Poetic and romantic, a clean peach tone with a vintage vibe, the shade reflects the past yet has been rephrased to have a contemporary ambience. The introduction of PANTONE 13-1023 Peach Fuzz also marks the 25th anniversary of the Pantone Color of the Year program. First introduced by the Pantone Color Institute in 1999 with PANTONE 15-4020 Cerulean Blue, the Pantone Color of the Year captures the global zeitgeist, serving as an expression of a mood and an attitude on the part of the consumer. “With this year’s Pantone Color of the Year 2024, we see an increased focus on community and people across the world reframing how they want to live and evaluating what is important—that being the comfort of being close to those we love,” added Laurie Pressman, vice president, Pantone Color Institute. “In the spirit of PANTONE 13-1023 Peach Fuzz, we reflect on the last 25 years of the Pantone Color of the Year program, grateful to provide an avenue where designers and color enthusiasts all over the world can engage in a conversation about color, be inspired by color and showcase their creativity within their communities. We look forward to continuing this for many more years to come.”

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Upward SW 6239 by Sherwin-Williams

This breezy, blissful blue is made for when we slow down, take a breath and allow our minds to clear. The sunny shade is perfect for spaces brimming with positive energy, creative thinking and total contentment. Upward SW 6239 by Sherwin-Williams effortlessly invokes the essence of boundless skies and expansive horizons. The gentle and uplifting shade of blue is reminiscent of a clear day, creating a sense of openness and possibility. This shade easily complements a variety of design styles, from contemporary and modern to classic and coastal. The color is a celebration of the beauty found in simplicity, offering a clean and sophisticated palette for those who appreciate the elegance of understated hues.

Cracked Pepper PPU180-01 by Behr

A versatile and soft black that accentuates the spaces where you create your life’s moments, this shape-shifting neutral is sooty with undertones of charcoal gray for a daily hue that will never go out of style. Cracked Pepper PPU180-01 by Behr is a color that embodies the essence of modern elegance. Like the fine grind of premium pepper, this shade is rich and deep, making it a versatile and timeless choice for any space. Cracked Pepper instantly creates a contemporary and stylish atmosphere, and in natural light, its complexity showcases subtle undertones that shift gracefully with the changing sunlight. The color has a grounding and calming effect and takes spaces to a more mature level of design.

Blue Nova 825 by Benjamin Moore

A saturated blend of violet and blue combine create this elevated, sumptuous hue. Color marketing and development directory Andrea Magno described the color as “an alluring mid-tone that balances depth and intrigue with classic appeal and reassurance.”

This exquisite shade is also described to captivate the senses with a sophisticated and calming presence. A perfect fusion of depth and vibrancy, Blue Nova 825 is reminiscent of a serene night sky, where the stars shimmer against a velvety backdrop. Imagine the tranquil moment just before dawn, when the world is cloaked in a soft, ethereal glow. In natural light, this rich color reveals its versatility, adapting to its surroundings with grace. Whether used as an accent or as the main hue in a space, it has the power to enhance ambience while creating a peaceful atmosphere.

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REGISTRATION

Now Open

Here’s what to expect at the world’s greatest window covering show The International Window Coverings Expo (IWCE) is the place to find the latest products and technology in window treatments. With advances in home automation and legislation regarding child safety, savvy dealers need to stay abreast of not only resources, but best practices in business and communication regarding all new products. In this issue, we offer a preview of what will be presented at IWCE.

SCAN TO REGISTER

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SEMINARS AT A GLANCE Education opportunities to elevate your business and skills! Wednesday, April 10, 2024 9:00 AM - 5:00 PM 9:00 AM - 5:00 PM 9:00 AM - 5:00 PM 9:00 AM - 12:00 PM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 12:00 PM - 1:15 PM 1:30 PM - 4:00 PM 1:30 PM - 2:45 PM 1:30 PM - 2:45 PM 1:30 PM - 2:45 PM 3:00 PM - 4:15 PM 3:00 PM - 4:15 PM 3:00 PM - 4:15 PM 3:00 PM - 4:15 PM 3:00 PM - 4:15 PM 4:30 PM - 5:30 PM 5:30 PM - 8:00 PM

Motorization....................................... WFCP Motorization Certification........................................................................................................... O'D McKewan Installation.......................................... WFCP Installation Certification............................................................................................................... Roger Magalhaes Design................................................. WFCP Design Certification...................................................................................................................... Cheryl Meiklejohn Business/Finance............................ Supersession - Financial Goals: From Modeling to KPI Creation...............................................Michele Williams Design................................................. Behind the Curtain: Insider Info on How to Build a Soft Window Covering Business...............Deb Barrett Business/Motivation........................ 3 Secret Strategies of Success.............................................................................................................. Madeleine MacRae Marketing/SEO.................................. Unlocking Lead Generation Success: SEO Strategies for Dealers, Designers and Retailers.Katie Creekmore Design/Workroom............................. Roman Shade Motorization Made Easy...............................................................................................Sandra VanSickle Business.............................................. Expediting Training for Fast Track Results...........................................................................................Jessica Harling Business/Communication............... Sell Transformations: Not Window Treatments..................................................................................Kathy Cragg Pace Design/Color...................................... The Textile Eye: A Look at the Spring Report Covering Maison&Objet and Paris Déco Off 2024...Saana Baker Marketing/Social Media.................. Digital Trust 101: Curating and Capitalizing on Online Reviews......................................................Katie Creekmore KEYNOTE: LUNCHEON................. Business Breakthroughs: Identifying & Eliminating 5 Hidden Blocks Toward True Success.. Else Johnson Design................................................. Supersession - Crafting Powerful Presentations: Mood Boards and Lookbooks................Deb Barrett Business/HR....................................... Bridging the Skills Gap.............................................................................................................................. Jessica Harling Marketing/SEO.................................. Beyond the Pane: Email Marketing Strategies for Window Decor Professionals.......................Masha Koyen Workroom/Design............................. Creative Solutions for Workroom Challenges.....................................................................................Ann Johnson Sales.................................................... Implementing Profit First into Your Business.......................................................................................Michele Williams Design/Color...................................... Designing Tomorrow: Emerging Color & Construction Trends in Window Textiles...................Saana Baker Marketing/SEO.................................. Website Copy That Sells: Maximizing Your Website for Conversions..........................................Masha Koyen Workroom........................................... Workroom Processes for Profitability & Success...............................................................................Linda Tully Business/Sales.................................. Leverage the Power of Story.................................................................................................................. Kathy Cragg Pace KEYNOTE........................................... Where Do You Go When Success Is Not Enough...........................................................................Madeleine MacRae & ..............................Thomas MacDonald DIAMONDS & DENIM WELCOME PARTY

Thursday, April 11, 2024 9:00 AM - 12:00 PM 9:00 AM - 12:00 PM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 1:00 PM - 3:00 PM 5:30 PM - 7:00 PM

Sales/Motivation ............................. Supersession - Vision Boards That Work: Accelerate Toward Your Dreams........................Madeleine MacRae ...................................................................................................................................................................................................................................... & Else Johnson Installation......................................... Supersession - Mastering Soft Treatments: Measurements & Installation............................Roger Magalhaes Business/Finance............................. Financial Basics: Understanding GAAP (Generally Accepted Accounting Principles).............Michele Williams Design/Workroom............................. Future Views: Meet Your Window Covering Client - Part 1.............................................................Deb Barrett Business/HR....................................... Identifying People vs. Process Problems.............................................................................................Jessica Harling Workroom/Design/Motorization - Reverse Engineering Patterns................................................................................................................ Linda Tully Design/Workroom............................. Selecting the Right Fabrics for Your Designs......................................................................................Cheryl Meiklejohn Business/Finance............................. Generating Leads in a Down Economy................................................................................................ Oliver Schreiber Marketing/SEO.................................. Converting Clicks to Clients: Navigating Google AdWords & PPC................................................Katie Creekmore Design/Color...................................... Future Views: Color Design Trends 2024 and Beyond - Part 2.....................................................Deb Barrett Design/Workroom............................. Best Workroom Techniques for 2024................................................................................................... Ann Johnson Business/Sales.................................. Close a Sale or OPEN a Relationship for Life......................................................................................Kathy Cragg Pace Motorization....................................... Introduction to Motorization.................................................................................................................... O'D McKewan The State of Child Safety in the Shading Industry, Presented by Derick Marsh, CEO of Rollease Acmeda, and Anthony Russo, Senior Product Manager The 2024 Grace Awards............... Window Fashion Design & Artisan Ceremony

Friday, April 12, 2024 9:00 AM - 12:00 PM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 9:00 AM - 10:15 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 10:30 AM - 11:45 AM 2:00 PM - 3:00 PM

Motorization ..................................... Supersession - Mastering Motorization............................................................................................O'D McKewan Design/Window Treatments.......... Delivering the Luxury Custom Window Covering Experience........................................................Deb Barrett Business/Finance............................. Winning the Race to Wealth.................................................................................................................... Vince Nigara Social Media...................................... Master Social Media Marketing to Reach More Ideal Clients.........................................................Sara Lynn Brennan Business Motivation......................... The Art of Getting Lucky: 5 Steps......................................................................................................... Madeleine MacRae Business/Finance............................. Benchmark Numbers for a Profitable Business..................................................................................Vince Nigara Social Media...................................... Secrets From a Designer: Mastering the Relationship Between Workrooms & Interior Designers...Sara Lynn Brennan Marketing/Sales................................ 10 Steps to Closing the Sale: Using a Sales Methodology..............................................................Oliver Schreiber Workroom........................................... Panel: Workrooms on the Rise: Conversations with Experienced Workroom Owners.............Sandra VanSickle Design................................................. The Importance of Uniting Drapery Styles with Appropriate Drapery Hardware......................Cheryl Meiklejohn Grand Finale....................................... 100 Best Takeaways

To view a full list of seminars and descriptions, please visit iwce-vision.com/seminars.

ARTISAN ATELIER SCHEDULE Join us at the Workroom for a LIVE hands-on experience! Thursday, April 11, 2024 10:00 AM

Business Growth: 10 Lessons Learned................................Donna Cash.....................................................................30-Minute Eyes & Ears

10:30 AM

Artisan Meets the Apprentice Series - Session 1: No Topstitching Ripplefold Draperies

11:30 AM

Taking the Guesswork Out of Mock Roman Valances.....Kristen Vince....................................................................30-Minute Eyes & Ears

12:00 PM

Smocking Technique................................................................Cathy Tucker...................................................................30-Minute Hands-on

12:30 PM

Embellishing with Embroidery................................................Donna Scott Johnson....................................................30-Minute Eyes & Ears

1:00 PM

Artisan Meets the Apprentice - Session 2: Mastering French Blackout Panels with Hand-Stitched Pleats and Contrast Lining

2:00 PM

Sewing Shade Rings with a Sewing Machine....................Joann Wieberdink...........................................................30-Minute Eyes & Ears

2:30 PM

The Shilly-Shally Shade...........................................................Nina Zheleva....................................................................1-Hour Hands-on

3:30 PM

Social Proof-Marketing for the Workroom: Panel Discussion

............................................................................................. Terri Booser and Rachel Lusk................................ 2-Hour Artisan Class

............................................................................................. Sandra VanSickle..........................................................2-Hour Artisan Class

Moderator: Elizabeth Gerdes; Panelists: Ronica VanGelder, Jill Ballew, Linda Tully and Mark Perel................1-Hour Panel Discussion 4:30 PM

Double Your Revenue in 2024!..............................................Hope Arbery....................................................................30-Minute Eyes & Ears

Friday, April 12, 2024 10:00 AM

Artisan Meets the Apprentice Series Session 3: Crafting a Custom Skeleton Cornice............Linda Tully........................................................................2-Hour Artisan Class

11:00 AM

Five Steps to Programming Success...................................Donna Cash.....................................................................30-Minute Eyes & Ears

11:30 AM

Secrets to Bay, Bow and Corner Windows.........................Donna Skufis....................................................................30-Minute Eyes & Ears

12:30 PM

Embellishing with Leather.......................................................Donna Scott Johnson....................................................30-Minute Hands-on

1:00 PM

Artisan Meets the Apprentice Series – Session 4: Style My Ottoman Slipcover

2:00 PM

Style My Fabrics........................................................................Kelli Vitari...........................................................................30-Minute Eyes & Ears

2:30 PM

No-Fail Faux Banding...............................................................Donna Skufis....................................................................30-Minute Hands-on

3:00 PM

Wall Anchors and Screws........................................................Ken VanSickle..................................................................30-Minute Eyes & Ears

3:30 PM

Tools to Square Up Fabric.......................................................Cathy Tucker...................................................................30-Minute Workroom Table

............................................................................................. Karly Dickson..................................................................2-Hour Artisan Class

View more at iwce-vision.com/workroom-central-schedule.

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PRODUCT SNEAK PEEK

Connect with hundreds of suppliers bringing exciting products and upgrades to Grapevine! Here’s just a quick look at what you can expect as you walk through the show floor at IWCE.

NEW PRODUCT

DENDO SYSTEMS TU12 Traversing Motor, Booth #1237 Designed with the needs of the modern window covering industry in mind, the TU12 can be easily retrofitted into most U-rail-type curtain tracks. It works with tight carrier spacings in typical ripplefold configurations. This motor is compatible with the Matter smart home standard using the groundbreaking Smart Control Module (SCM). Designed for maximum versatility, the SCM facilitates easy integration with leading smart home platforms such as Apple Home, Samsung SmartThings, Google Home, Home Assistant and more. The SCM is compatible with all Dendo motors, enabling cutting-edge control functionality to be added to the motor at any time during or after installation.

NEW EXHIBITOR

ELYTONE Adjustable Smart Curtain Rod by ElytOne, Booth #939 This adjustable electric telescoping curtain rod doesn’t need cutting and is straightforward to install—hang them on your wall in 30 minutes or less! The simple installation will fit your window size perfectly, and our new smart telescoping curtain rod is the only finished product with a global invention patent available in the current market. Customers can save hundreds or even thousands of dollars on measurement and installation using ElytOne’s telescoping solutions. The telescoping rod is adjustable in a range of lengths, and the design could help customers save money by hiring professional workers. Customers can adjust the rod length and directly mount it on the wall. The process is easy and convenient and contains a remote control, voice control and Wi-Fi features. Reliable and solid quality is the key to ElytOne’s products, and the curtain rod is made of aluminum.

NEW PRODUCT

NEW EXHIBITOR

FUZHOU WANGGUAN INDUSTRIAL CO., LTD Decorative Traverse Rods, Booth #536

JDX BLINDS AND CURTAINS Combi Shades and Pleated Screen Mesh, Booth #125

Decorative traverse rods easily fix more brackets, smoothly pass curtains and are available in more than 10 colors and designs with electroplated painted surface treatment. Fuzhou Wangguan Industrial Co., Ltd, was established in 2005 as a manufacturer specializing in producing drapery hardware such as rods, finials, brackets, rings and accessories. All of its products are of high quality and responsibly priced, and the company is greatly reputable in a variety of different markets throughout the world, complying with international quality standards.

Also known as Zebra Shades, these shades stand out for their excellence in style and functionality. Combi Shades, a trendy dual-layered shade, facilitates the entry of an appropriate amount of light into a space while providing effortless control over light intensity. The fashionable look of Combi Shades and the array of fabric options allow for creating stylish environments that reflect one’s unique aesthetic preferences. JDX Blinds and Curtains offers manual and motorized options, ensuring a customized solution tailored to customers’ preferences to ultimately enhance satisfaction.

JANUARY + FEBRUARY 2024 | wf-vision.com

NEW PRODUCT

MERMET USA E Screen 0.5%, Booth #1001 Less openness means more privacy with Mermet’s new E Screen™️ 0.5% roller shade fabric. The E Screen™ collection is known for its simple 2 x 2 basketweave vinyl-coated fiberglass fabric design. Adding a new openness factor of 0.5% to the collection creates a versatility that ranges from transparency to privacy. E Screen™ 0.5%, a roller shade fabric that will enhance any style, is available in all 11 E Screen™ colors.

NEW EXHIBITOR

INSOLROLL Peak Valanceby, Booth #615 Insolroll’s new Peak Valance features simple elegance for a tailored roller shade finish. It is designed for versatility and will be a popular option for designers and homeowners alike. For the customer, it offers fabric wrapped up to the width of the fabric roll or with a painted finish up to 180 inches wide. For the dealer, you’ll enjoy easy installation, inside and outside mount, plus a great finishing option for reverse roll shades. The Peak Valance provides an installer-friendly and fashionable solution for any application.

STARTEXTILE INDUSTRIAL LIMITED Quick Ship Blackout Drapery-Sheer Drapery-Roller Blind Fabric, Booth #540

NEW PRODUCT

Startextile Industrial Limited’s Quick Ship program offers 69 SKUs of blackout drapery fabric and color-coordinated 141 SKUs of roller blind fabric. It also offers more than 200 SKUs of sheer fabric and 118-inch 100% linen fabric, plus fabrics you need for both commercial and residential business. NEW EXHIBITOR

SUNPRO MOTORIZED AWNINGS & SCREENS Motorized Awnings & Screens, Booth #713 Reclaiming your outdoor spaces expands usable areas, provides shade and shelter from the sun’s intense rays and enables comfortable leisure and entertainment. The innovative designs of SunPro’s Motorized Awnings & Screens provide solar protection, shield against harmful UV rays and bug protection, and ensure a pleasant outdoor environment. SunPro uses industry-leading Sunbrella Awning Fabrics exclusively in the awnings and is renowned for durability, UV resistance and style variety, providing longlasting performance. SunPro products are USA-made, reflecting quality craftsmanship and supporting local manufacturing. SunPro also boasts bestin-industry dealer support, offering expert guidance and assistance, while its exceptional delivery ensures prompt and efficient product delivery. SunPro delivers convenience, durability, protection and usability, making it an ideal choice for enhancing outdoor spaces with comfort and style.

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TEXTON Highland Park Roman Shades & Drapery, Booth #501 Highland Park Roman Shades & Drapery is a collection of more than 280 designs and colorways within a single book for use as a custom roman shade or drapery material. This collection focuses on the most progressive design and color trends, giving designers a reliable go-to selection for their next project. This collection is offered exclusively to the trade and is inspired by many international destinations, including Lake Como, Kew Japanese Gardens, and the art and culture of South Asia. V ISION

NEW PRODUCT WILSON FABRICS Byron Bay, Booth #521 One of Australia’s largest soft furnishings wholesalers, Wilson Fabrics specializes in supplying high-end, on-trend fabrics to custom-made drapery and roller retailers. Established in 1926, Wilson Fabrics continues to be a completely Australian-made and -owned company. It’s passionate about what it does, its customers and its people. The company strives to do its best for its customers and the planet. Wilson Fabrics is GREENGUARD accredited, and its products meet some of the world’s most rigorous standards. The fabrics come with many features and benefits, all designed to the highest quality standards to achieve customers’ expectations. Wilson Fabrics is excited to launch its new range of blind fabrics, BYRON BAY, available in blackout and light filtering.

NEW PRODUCT

SUNFREE Smart Blinds Motor, Booth #319 Discover an effortlessly elegant solution for modern living. With easy installation, these blinds boast unparalleled convenience through seamless smart app control, allowing you to manage natural light in your space anytime, anywhere. Crafted for durability, SUNfree blinds operate super quietly, ensuring a tranquil ambience. Experience ultimate energy efficiency as the system is solar panel compatible, harnessing the sun’s power for sustainable functionality. Revel in long-lasting performance and relish the simplicity of a technologically advanced shading solution that effortlessly integrates into your lifestyle. Elevate your home or office with SUNfree Smart Blinds—a harmonious blend of innovation and sophistication.

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MYBINDCO Enterprise Manufacturing Software, Booth #909 MyBlindCo is proud to introduce MyBlindCo Enterprise—manufacturing software evolved. Using the latest technology and innovative product configuration tools, we designed software that allows manufacturers to receive and process orders, produce cut sheets and print headrails and shipping labels in days instead of months. Inventory management and a paywall are also coming soon. MyBlindCo Enterprise is completely integrated with the industry’s leading Quoting and CRM software. Dealers can easily and accurately quote products with the only offline app in the industry, get customer sign-off and payments, send eOrders, manage workflow and much more. Visit us for a complete demonstration and join the revolution. NEW EXHIBITOR

SKYSPF DECOR INC Zip Screen, Booth #732 If you have a patio, balcony, porch or other exterior space, a zip screen can be a huge help. They’re made from materials that block UV rays, so they help protect you from the sun. Depending on the type of patio shade you get, you can also block light or add privacy to your patio. Learn about SkySPF Decor Inc’s new tech of zip screen for strong wind protection and sun proofing! Zero percent openness of solar shade fabric for improving privacy for families and a limited lifetime warranty is offered.

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SPECIAL EVENTS WEDNESDAY, APRIL 10, 2024 DESIGNER DAYS DALLAS MARKET EXPERIENCE WITH DAVID SANTIAGO GUIDED TOUR & RECEPTION 2:00 PM – 5:00 PM (Shuttle boards at 1:30 PM) Are you eager to discover new showrooms and meet key contacts to support your business? Join award-winning designer David Santiago for an insightful to-the-trade tour and discover the vast design resources available at Dallas Market Center (DMC), an open-daily marketplace to the trade. We will travel by shuttle to the DMC and tour some of the country’s best furniture, lighting and decor showrooms. Then, celebrate the day with happy hour drinks and light bites. Hurry, space is limited. Register at bit.ly/IWCEDallasMarket.

DALLAS MARKET EXPERIENCE GUIDED TOUR & RECEPTION

Hosted by award-winning interior designer David Santiago at Casa Santi & Dallas Market Center Wednesday April 10th 2024 2 PM - 5 PM EST

PRE-RECEPTION KEYNOTE 4:30 PM – 5:30 PM Where Do You Go When Success Is Not Enough Presented by Madeleine MacRae and Thomas MacDonald Achieving success is the goal of every professional in our industry— whether in the workroom, showroom or job site. We sacrifice so much to achieve it, but what happens when it’s not all it was cracked up to be? What do you do when you’ve worked so hard and have accomplished so much, but there’s still a restlessness, an emptiness, an ache inside? Join Madeleine, a best-selling author and industry expert, and her business partner Thomas MacDonald, a nine-time founder and business catalyst, to discover the simple key to satisfaction beyond the horizon of mere success—registration required. SPECIAL EVENT

Welcome Party

& Diamonds WEDNESDAY APRIL 10 5:30 PM 5:30--8:30 8:30 PM

EXHIBITOR BADGE OR PRE-REGISTRATION IS REQUIRED

DENIM AND DIAMONDS WELCOME PARTY 5:30 PM – 8:00 PM Dust off your denim, put on your favorite bling and join us for our annual festive welcome reception! Mingle among peers and enjoy drinks, appetizers, music,and big giveaways! Kick off the show festivities by joining the party with exhibitors and attendees networking in a relaxing and fun environment. An exhibitor badge or a ticket is required.

THURSDAY, APRIL 11, 2024

KEYNOTE LUNCHEON 12:00 PM – 1:15 PM Business Breakthroughs: Identifying and Eliminating 5 Hidden Blocks Toward True Success Presented by Else Johnson Let’s transform not just your business but your entire life. It’s time to break free, become the unstoppable force you were meant to be and live the life you always wanted—registration required.

ARTISAN ATELIER (FORMERLY WORKROOM CENTRAL) APRIL 11 10:00 AM – 5:00 PM & APRIL 12 10:00 AM - 4:00 PM Located in the middle of the Expo Hall, designers, fabricators, installers and upholsters gravitate toward the booth to be inspired by the creative aspects, gain valuable information from instructional presentations and learn new skills during hands-on demonstrations. This is also where beautiful fabrics, trims, hardware and supplies our vendors generously donate are brought to life by the artisans and showcased in their final form. Over the years, due to the visual and interactive aspects of the booth, it has become a gathering place to meet new friends, reminisce with old ones and share our knowledge and vision of what’s to come. Free to participate.

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SPECIAL EVENT

BEST OF SHOW PEOPLE’S CHOICE AWARDS 2024 Attendees can vote for their favorite exhibiting suppliers in 10 categories. Grab your ballot at registration to be entered to win a $500 VISA gift certificate with a completed ballot. The gift certificate winner will be announced at the Best of Show award ceremony at 3:30 PM on Friday, April 12, on the show floor. Free to participate. WCMA PRODUCT INNOVATION AWARDS 5:30 PM The Window Coverings Manufacturers Association presents its prestigious Product Innovation Awards. Learn what products you should be selling in 2024. Free to participate.

SPECIAL EVENT

2024 GRACE AWARDS GALA 5:30 PM – 7:00 PM A night to remember, don’t miss the Oscars of our industry! Join the formal annual awards ceremony in honoring the 2024 winners of the window covering design and artisan competition. View award-winning projects and discover new inspirations! Open bar and delicious served hors d’oeuvres. Seats are limited. To purchase tickets, please visit Grace-Awards.com.

POST-SHOW EVENTS EXCITING WINDOWS! 20TH ANNUAL CONFERENCE April 12-14 If you want more leads, to hire a decorator or smooth internal operations, stop by Booth #526 at IWCE. Then, attend the Exciting Windows! 20th Annual Conference. Better systems lead to better opportunities! Registration is required. ROWLEY COMPANY DALLAS TOUR & CELEBRATION April 12 3:00 PM Join Rowley Company for an exclusive sneak peek into the heart of craftsmanship at the Rowley plant and showroom in Dallas! Immerse yourself in the design world as Rowley opens the doors to their topnotch facility, offering designers a firsthand look at their state-of-the-art technology fabricating custom shades, where artisans meticulously hand-paint decorative drapery hardware products and more. But it’s not just about the craft; it’s a celebration! Enjoy live music, great food and refreshing drinks. Transportation will be provided and participation will be free—registration is required.

FRIDAY, APRIL 12, 2024 SPECIAL EVENT

20 UNDER 40 AWARDS TOAST 1:00 PM Meet and network with the next generation of window covering pros acknowledged annually by Window Fashion VISION magazine! Champagne and bonbons will be served. Located on the show floor stage. Invitation only. SPECIAL EVENT

GRAND FINALE – 100 TAKEAWAY IDEAS 2:00 PM Wrap up your IWCE experience with the top 100 takeaways that will boost your educational benefits! Join industry experts to end the show in style. Bring your notepad for this fast-paced idea exchange. Free to participate. SPECIAL EVENT

BEST OF SHOW PEOPLE’S CHOICE AWARDS 2024 CEREMONY 3:30 PM The gift certificate winner will be announced at the Best of Show awards ceremony on the show floor. Free to participate.

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MADE IN THE SHADE ANNUAL CONFERENCE April 10-12 The Made in the Shade Annual Conference is the most anticipated event of the year and brings franchise owners together for the ultimate learning and social experience. The schedule is Wednesday, April 10, 6:00 PM – 7:30 PM, welcome reception Friday, April 12, 6:00 PM – 9:00 PM reception and dinner.

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SUSTAINABILITY at the Window When it comes to improving sustainability in our homes, window coverings truly matter.

Among the big trends that will dominate our world in 2024, sustainability is near the top of the list. That’s especially true for consumers who plan to build or upgrade a home. While many building components and interior finishes affect sustainability, there’s no denying the impact that the right window coverings can have in reducing energy consumption and carbon emissions. We invited the industry’s leading experts to share their insights on the state of sustainability at the window. What we learned is informative and inspiring, revealing major shifts that will prove good for the planet and our industry. A GOLDEN, OVERLOOKED OPPORTUNITY According to the U.S. Department of Energy, as much as 30 percent of a building’s energy is lost through windows. That fact is spotlighting window shades and other coverings as viable solutions to achieving sustainability goals. “This unassuming accessory has undergone a remarkable market transformation, emerging as a key player and a crucial puzzle piece as we advance the efficiency of buildings,” said Stacy Lambright, principal at Shades of Green Consulting and a recognized sustainability leader. Lambright pointed out that HVAC systems are typically the largest energy consumers in nearly all building types across all climates. HVAC use is largely driven by the thermal properties of the building envelope, and that’s where windows prove problematic. Marc LaFrance at the Department of Energy stated, “Windows are the poorest thermal components in the building envelope in residential and commercial buildings, impacting human health and comfort and costing building owners more than $50 billion per year in energy costs.” Window coverings designed to improve building envelope performance can advance sustainability, even beyond the most obvious impact of lower energy consumption. For example, Lambright noted that better envelope performance allows the use of smaller HVAC systems. This will be critical in light of the electrification trend shifting the emphasis away from fossil fuelfired systems to electric heat pumps.

TAKING THE BROAD VIEW No longer deemed a nice-to-have luxury, sustainability has become a high priority for homeowners when building, renovating or upgrading. And though reducing energy use and the associated costs is a prime driver—especially after several years of high inflation—many consumers are equally concerned with selecting naturally sourced materials, products made from recycled material and durable items that won’t require continual replacing. “Sustainability has become an expected standard by the customer,” said Clint Childress, LEED AP, director of residential markets at Draper. “They like to know the material composition of their window shades do no harm, and they want to get the best solar heat gain reduction from them.” Cost concerns aside, several trends are fueling consumer demand for sustainable design. With many people eager to reconnect with nature for greater physical and mental wellness post-pandemic, the draw to organic materials and nature-inspired elements became stronger. With catastrophic weather highlighting the devastating effects of climate change, consumers became more acutely aware of the environmental impact of their purchasing decisions. And though recycling certainly isn’t a new concept, it’s seen heightened interest as products made from recycled materials have become both more accessible and more aesthetically pleasing. “Many homeowners are seeking products made with repurposed or recycled materials to support the circular economy,” said Sean Martin, vice president and general manager of window treatments at Sunbrella. “There is beauty to be found in repurposed and recycled materials, many of which maintain high-quality standards.” In fact, the proliferation of eco-conscious options has made it easier for consumers to consider sustainability when selecting window coverings. “Given the choice, and if a product is in the scope of acceptable choices, most consumers will opt for a product that possesses sustainable attributes,” noted Julia Gillespie, vice president of sustainability at Momentum Textiles & Wallcovering.

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HARTMANN & FORBES HARTMANN & FORBES

AN INDUSTRY IN TRANSFORMATION Experts agree the window covering industry has come a long way in addressing sustainability goals, but much work remains. “While we’ve made progress as an industry, there is continued opportunity to think about sustainability from sourcing and manufacturing to finished drapery,” Martin said. With that goal in mind, sustainability is beginning to transcend every aspect of a window covering regarding a manufacturer’s operation—from material and supplier selection to product design and the manufacturing and production process and final delivery. Global specialist in window coverings, Coulisse, pointed out every step along the way matters. “Our commitment to sustainability is reflected in the choices we make throughout our product development process,” Coulisse said, from sourcing eco-friendly materials to adopting energy-efficient manufacturing practices. Not surprisingly, naturally sourced materials are at the core of most window covering manufacturers’ sustainability efforts. From jute to bamboo, ramie to palm leaves, many unique natural fibers are replacing synthetics across nearly every window treatment type, including roller shades, blinds and draperies. Michael Jones, CEO and founder of Hartmann & Forbes, touts the many ways these natural materials prove eco-friendly—from reducing soil erosion to removing carbon from the atmosphere. “In contrast to conventional synthetics, naturally sourced materials are renewable resources that require less energy to produce, create less pollution and contribute less to global climate change,” he said. Adhering to a natural material strategy is no small feat. At Hartmann & Forbes, for example, it starts at the harvesting process, where company representatives work with farmers close to the weaving facility to reduce the environmental footprint. “We select only the finest natural materials using strict color, texture and durability measures,” Jones added. Sunbrella measures sustainability, in part, based on a reduction of water and energy use per yard of fabric produced. For most manufacturers, developing highly durable products is a key part of the sustainability mission, seeking to limit landfill waste through enduring products that require replacement less often.

DELIVERING ON THE SUSTAINABILITY PROMISE Though not a novel concept, sustainable design is accelerating across the industry, impacting how professionals design at the window and how retailers source and stock window covering solutions. “The past few years do feel more urgent and impactful,” Gillespie noted. “It’s exciting to see the shift to the deliberate specification of more sustainable products and the wealth of creative, innovative and, frankly, beautiful designs that are emerging to meet that need.” (See sidebar for a look at some of the latest sustainable window covering options designers and homeowners have at their disposal.) For retailers challenged to meet consumers’ evolving expectations and designers charged with turning a homeowner’s wish list into reality, the sustainable window covering transformation is proving a boon. Innovation continues to drive new sustainable choices across the window covering space, combining the aesthetics consumers crave with the eco-friendly approach they increasingly demand. “Today, it is possible to design with sustainability in mind while creating beautiful and functional spaces,” Martin said. Sustainable design must often support multiple objectives: preserving our planet and promoting health and well-being by inspiring connection with nature. “Homeowners are now more aware of the interconnectedness between the environment and personal well-being, and this awareness has led them to prioritize sustainability in their living spaces,” said Coulisse. To that end, retailers and designers are actively helping clients select window coverings that support their unique sustainability goals, which can vary by individual and window. For instance, depending on the window’s location, the homeowner might be looking to reduce solar heat gain during hot summer days, prevent heat loss during cold winter nights or keep light from filtering through at night. Choosing window coverings with solar-reflective backings and heat-resistant coatings is often the solution to achieve these crucial objectives. Other times, layering varied window coverings is the best way to meet several equally important goals. A high-efficiency cellular shade or roller blind, coupled with a luxurious drape made from natural fibers, can achieve the client’s desired aesthetic while enabling them to live out their personal sustainability commitment. And, of course, the materials that go into a window covering will continue to be an important consideration in any new home or upgrade design. “Homeowners will look for certain chemical exclusions,” Childress said, noting that more materials now have Health Product Declarations that disclose product ingredients and potential chemicals of concern. No matter the approach, it’s clear that sustainability will continue to drive new innovations across the window covering space, transforming how manufacturers, retailers and designers meet consumers’ changing demands. What can we expect next? “The future holds opportunity, innovation and design breakthroughs,” Gillespie said. “It is exciting to see the progress being made and the challenges being solved. I think of it as the sustainable revolution.” V ISION

WHAT’S EXCITING IN SUSTAINABLE WINDOW COVERINGS?

For homeowners who prefer the look and feel of drapes but still want to design with sustainability in mind, the Aura collection of drapery fabrics from Thibaut Design will surely be a big draw. Available in wide widths, these fabrics are crafted with a minimum of 30 percent natural or synthetic recycled fiber and come in various patterns and nature-inspired color schemes. When a custom-size solution is in order, the Hartmann & Forbes Woven-to-Size Grassweave collection offers designers and their clients a wide spectrum of naturally sourced materials for handwoven shades. The Dash and Ethereal series are made of banana fibers, the Tartan and Rainfall series feature ramie and the

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Earthen series uses an organic root fiber called vetiver. With hand-tied knots, variegated patterns, metallic threads and other interesting characteristics, the Grassweave collection takes sustainable window covering design to a new artistic level. With smart home automation playing an integral role in energy efficiency and sustainability, manufacturers continue to up their game on motorized window covering options. Given that 75 percent of residential window coverings stay in the same position daily, per a Department of Energy study, adding motorized window coverings can make a big environmental impact by enabling consumers to reduce energy usage with little or no effort.

FLEXSHADE ZIP BY DRAPER

MODULAR DESIGN SYSTEMS BY COULISSE

AURA BY THIBAUT DESIGN

There’s no shortage of options for designers and homeowners eager to make the most sustainable choices at the window. No matter the consumer’s style or preferences, they’re sure to find window coverings that are as beautiful and unique as they are sustainable. Hunter Douglas pioneered the honeycomb shade that is still a mainstay of sustainable window covering design, introducing its Duette shades at the height of the 1970s energy crisis. Duette remains a popular choice for consumers seeking a soft, durable, energy-efficient window treatment, potentially reducing solar heat entering the home by up to 78 percent. Honeycomb shades made from 80 to 90 percent post-consumer recycled PET plastic and window covering solutions that use Forest Stewardship Council-certified wood and paper are among the many sustainable options available from Coulisse. The company’s modular design system also plays a key role in its sustainability commitment, featuring interchangeable and reusable components that reduce waste, minimize material demand and enable consumers to choose long-lasting solutions.

WOVEN-TO-SIZE BY HARTMANN & FORBES

DUETTE SHADES BY HUNTER DOUGLAS

At Draper, the FlexStyle line of motorized roller shades, named a 2023 Top New Technology by Commercial Integrator and CE Pro, includes something for nearly every indoor window and every taste—including bottom-up styles, gabled designs, skylight shades, extra-wide widths and battery-driven options that eliminate wiring. Taking the same concept outside, Draper’s FlexShade ZIP shades are the perfect addition to an outdoor living space, enabling homeowners to become more immersed in nature while staying protected from the elements. A growing number of certifications—including GREENGUARD Gold, OEKO-TEX and the Forest Stewardship Council—are helping designers and their clients identify these and many other sustainable window covering solutions. The Attachments Energy Rating Council (AERC) database of products also can help consumers make informed decisions when building and upgrading. Rollease Acmeda, a leading manufacturer of indoor and outdoor shading systems, recently certified three of its Texstyle fabric styles to the AERC-qualified products list, including Balmoral (a designer textured collection), Mesa (ideal for light blockage and privacy) and 3000 NET (for solar screening).

Now that green interior design and home building has gone mainstream, how do we continue to commit to sustainability? BY COURTNEY PORTER

Green interior design and sustainable building are standing at an interesting crossroads. While sustainability continues to become more accessible, affordable and increasingly sought after, its essence still challenges the traditional consumerist mindset that propels industries forward. Convincing clients that less is more is becoming imperative and is a concept often counterintuitive for interior designers or manufacturers accustomed to profiting from each piece of furniture they sell. How a designer or manufacturer charges directly reflects their commitment to sustainability, but this doesn’t mean embracing sustainability leads to reduced sales. The trajectory should steer toward a future where sustainability isn’t merely a brand or a marketing tool but instead serves as the fundamental standard. Let’s look at the progress achieved and the ground left to cover. STARTING WITH SUSTAINABILITY Education used to pose the most significant obstacle to sustainable design, but, thankfully, that is changing—the knowledge is now more widespread. More people ask, “What can I do to help?” rather than, “Is this really necessary?” Manufacturers, too, have cracked the code, realizing that prioritizing sustainability appeals to an already receptive consumer base. This aligns with the drive to make sustainable design

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and construction more cost-efficient—an argument echoed in the green building community, which contends that cost barriers often arise when modifying existing work. It is much easier to start with sustainability. When sustainability was considered niche, it was tacked on to services or products as an upsell, consequently inflating prices. Yet, philosophically, sustainability never made sense as an upsell. It was never a passing trend. THE COSTS OF GREEN INTERIOR DESIGN AND BUILDING Technological advancements and escalating demand have begun chipping away at other monetary barriers to sustainable design and building as environmental concerns become increasingly urgent. Yet, lurking beneath this progress lies a different cost-related issue: displacement. This is a common enough problem to be the central theme of Showtime’s new dark satire The Curse. The scripted show revolves around an out-of-touch couple that films a house-flipping show and pushes their vision for eco-living in a small New Mexico town. In doing so, the growth thrust upon the town results in community displacement due to rising housing costs and a myriad of other issues that come along with getting too much too soon and

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SELLING SUSTAINABILITY

COMMUNITY ENGAGEMENT Addressing the potential disruption caused by sustainable design and building practices on communities requires a holistic, communityoriented strategy. Engaging local residents and stakeholders from project inception fosters inclusive decision-making, ensuring community needs are intrinsic to the process. Prioritizing equitable development in sustainable projects involves integrating affordable housing and preserving existing structures through adaptive reuse, nurturing community character and keeping affordability in mind. How long you can keep doing something is inherent to sustainability, after all. Embracing mixed-use development and advocating for policies incentivizing inclusive practices are critical to fostering diverse, vibrant and accessible neighborhoods. Initiatives like Community Benefits Agreements between developers and community representatives outline specific benefits, ensuring positive impacts like affordable housing or job opportunities. At the same time, ongoing assessment remains vital for monitoring and addressing unintended consequences. Prioritizing community engagement, equitable policies, ongoing assessment and education ensures sustainable building practices evolve to preserve the environment and fortify communities, fostering inclusivity in neighborhoods. If this all seems overwhelming, turning to an organization like the U.S. Green Building Council is a great place to start. It exists to help design professionals navigate these issues. SCALING SUSTAINABLY Additionally, the design industry faces ongoing challenges concerning the scalability of sustainable manufacturing and material sourcing. Sustainable design is often called “slow design” due to its difficulty scaling up and slow turnover rate. The main hurdles involve balancing environmental consciousness, resource availability, cost considerations and technological advancements while upholding quality and functionality. Sometimes, opting for corporate purchases over sustainable, small and local shopping becomes necessary because they are more convenient. While we’ve made tremendous progress in sustainability, we are also an Amazon Prime-addicted culture. However, brands like Four Hands, a furniture manufacturer based in Austin, Texas, provide optimism through their innovative initiatives. It recently introduced Eucapel, a carbon-neutral leather cured with eucalyptus leaves, which avoids the artificial, plastic-like texture common in many faux leathers. This aspect of marketing eco-friendly products requires a careful shift in perception. For a while, eco-friendly alternatives felt like fake versions, much like today’s vegan chicken nuggets. However, this is no longer the case. Four Hands is one example among several large-scale American manufacturers showcasing their dedication to this cause, introducing sustainable products to a larger market. THE MYTH OF SUSTAINABLE AESTHETICS From an interior design and home building perspective, I really admire Carbon Shack. The Los Angeles-based green design-build firm exhibits an experimental and playful approach, offering innovative green solutions that will likely see widespread adoption in the future. It has a lumberyard behind its showroom filled with fallen trees for crafting furniture and surfaces. Additionally, it’s currently experimenting with

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receiving the help you didn’t ask for. The question becomes: How do we prevent community disruption while embracing sustainable design and building practices?

hemp for upholstery and window treatments in its new product lines. Each “Carbon Shack” integrates “high efficiency, low-impact materials and natural aesthetics.” The company’s aesthetic contributions are remarkable, particularly in its attention to vernacular architecture, proving that green design doesn’t adhere to one specific look. Previously, a mistake in marketing green interior design and building was the perception that sustainable design meant only a minimalist, ultra-modern or starkly industrial aesthetic. This misconception hindered the broader acceptance and adoption of sustainable practices, alienating those who preferred different design styles. It’s crucial to emphasize that any architectural style can embrace sustainability. Whether building an English Tudor in Rye, New York, a boho bungalow in Ojai, California, or anything in between, every built environment can integrate eco-friendly materials and energy-efficient systems. This messaging is vital for any design firm or manufacturer not known for just one look. The next phase of sustainable design will require design professionals to be educators and advocates for mindful consumption, extending beyond how their design decisions affect the health of a single client’s home to how they affect the larger community. Design and build for longevity and strive for a future where sustainable design is neither a choice nor luxury but is the norm. V

Green Interior Design by Lori Dennis and Courtney Porter is the most comprehensive guide to sustainable building, designing and decorating on the market. This beautifully illustrated guide covers every detail of your home—from the drywall to the finial on the curtain rod—and how to find the most environmentally friendly versions of products and decor.

Courtney Porter is the editor-in-chief of Design News Now, the host of the video podcast series “Disruptive Design” and the co-author of Green Interior Design with Lori Dennis.

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The interior design landscape is experiencing a transformative shift toward sustainability and green living in a world increasingly conscious of environmental issues. Among the innovative approaches gaining prominence is biophilic design—a philosophy that seeks to integrate nature into the very fabric of our living spaces. Sustainable interior design goes beyond mere aesthetics, it also encompasses a holistic approach that considers the environmental impact of every design choice. From material selection to energy efficiency, the goal is to create spaces that look appealing and contribute to a healthier planet. In 2024, designers increasingly opt for eco-friendly and recycled materials—from reclaimed wood and bamboo flooring to recycled glass countertops. The market now offers plenty of options that minimize environmental impact without compromising style. We will continue to see popularity in bringing the outdoors in through lighting, fabric, art and indoor plants. In a post-pandemic society where many of us spend more time at home, creating spaces to let in freshness and maintain a calming environment is more crucial than ever.

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LET THE SUNSHINE Lighting plays a pivotal role in interior design, and natural lighting is crucial to our mental health and the health of our houseplants and pets. Work with your windows to let the daylight into your spaces while investing in LED lighting that can mimic sunlight. Look for bulbs that are described as “natural light” or “daylight” for a cooler temperature, or try “soft light” for a warmer glow. In 2024, we can also expect creative design solutions that prioritize large windows, skylights and light wells to flood interiors with natural light, reducing our reliance on artificial lighting. THINK GREEN Plants are powerful elements in biophilic design, bringing life and vitality into indoor spaces. In 2024, the trend of incorporating indoor greenery, from potted plants to vertical gardens, is set to grow. Designers are finding creative ways to integrate plants into interiors, providing aesthetic appeal, improving air quality and creating a sense of tranquility. Elements like living walls, indoor fountains and materials like wood, stone, bamboo and cork will continue to take over the wants and needs of homeowners. Houseplants also work as instant decor and add pops of color to any space.

Designers’ Top 10 Houseplants for 2024 OPTIMIZE YOUR VIEWS Incorporating views of nature through strategically placed windows or thoughtful landscape design is a key biophilic design principle. Seeing greenery or natural landscapes provides a mental respite, fostering a connection to the outdoors. It has also been proven to increase creativity and productivity, which is important in today’s work-from-home-centric world. Keeping yourself close to your natural views also has the added benefit of exposure to natural daylight, essential for regulating your circadian rhythms, promoting better sleep and uplifting your mood. THE FUTURE IS SMART Smart technology continues to upgrade and revolutionize our daily lives—and our homes are no exception. The trend toward creating comprehensive smart home ecosystems will continue to gain popularity in 2024 as homeowners choose interconnected systems that allow for communication and control of everything from lighting, thermostats, security systems and more. Artificial intelligence and machine learning are gaining ground in interior design as well. These technologies can learn user preferences, adapt to an individual’s daily routines and anticipate the needs of those living within a home. Health and wellness monitoring is another “smart” feature we will see more and more of. These advancements, from smart mattresses that track sleep patterns to air quality monitors, contribute to homeowners’ overall well-being. STEP INTO YOUR OWN OASIS As people seek to enhance their living experiences and increase their daily mental and physical health, outdoor escape is more important than ever. In 2024, more homeowners will prioritize the backyard escape: relaxing, entertaining, private and connective spaces that offer needed respite. Comfortable seating and even outdoor-friendly rugs will continue to take center stage in the outdoor oasis. Still, even more advanced features like yoga decks, meditation spaces, saunas and other spa-like amenities are rapidly being requested by designers. There will also be an increased emphasis on eco-friendly landscaping practices, such as using native plants and water-efficient irrigation systems. V

FIDDLE LEAF FIG Known for its large, glossy leaves, the fiddle leaf fig remains a popular choice for interior spaces. MONSTERA DELICIOSA The monstera, with its distinctive split leaves, is easy to care for and has a timeless yet bold aesthetic. SNAKE PLANT The snake plant has an architectural design, and its resilience and air-purifying qualities have made it a staple in the world of interiors. POTHOS Pothos, or devil’s ivy, is a versatile and lowmaintenance plant with trailing vines, making it perfect for hanging or draping on shelves. ZZ PLANT The ZZ plant has dark green foliage and is appreciated for its tolerance of low light conditions and minimal water requirements. RUBBER PLANT With its large, prominent leaves and upright growth habit, this statement plant works well in both modern and classic settings. CALATHEA VARIETIES Calathea plants are known for their vibrant and patterned leaves and bring a touch of exotic flair to a room. SPIDER PLANT With its arching leaves and spiderlike offshoots, the spider plant is a classic choice that’s easy to care for and adaptable to various light conditions. ALOCASIA POLLY Also known as the African mask plant, this plant features striking arrow-shaped leaves and is valued for its bold and dramatic appearance. STRING OF PEARLS This unique plant is a trailing succulent with cascading strings of round, bead-like leaves and is a trendy choice for hanging planters. V ISION

BRAVE MAGGIE DESIGNS

Selling Custom in the Digital Age The combined influence of technology and social media makes custom window treatment sales easier in some respects and more difficult in others. On one hand, social media is fueling interest in all things custom. Consumers view images online and take note of the quality and unique details found in custom products. And there’s never been more opportunity to showcase and market your work—via a website, Google reviews or social channels like Pinterest, Instagram and Facebook. The wealth of inspiration at our fingertips has created a more informed consumer, which can prove to be a double-edged sword. “The pro is that some customers have a clear vision that we are swiftly able to provide and close a deal,” explained Travis Brestelli, owner of Coastal Concepts LLC. “The con is when the vision does not meet reality, be it window dimensions, trim style, treatment tolerances or budget constraints,” ultimately creating a more time-consuming sale process. Meanwhile, the endless competition online makes it difficult for businesses to stand out. Let’s look at some of the most important aspects to consider when selling “custom” in the digital age.

TECHNOLOGY IS CRITICAL Overall, technology is proving to be a positive for most industry professionals. “With technology such as Zoom and modern order entry software, accessing a national workroom is easier than ever,” according to Danny De Guzman, general manager at Horizons Window Fashions. Design software makes it easier to show buyers how a custom product can solve a complex problem. There’s also no denying that Alexa and other automation tools are helping to drive lucrative motorized window treatment sales. Though the price point can create selling challenges, many professionals find that emphasizing convenience helps overcome the objection. “I focus on the fact that you won’t remember the price but instead how wonderful it is to open your window treatments every day with just a button,” explained Keely Hersh, owner

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of Right at Home Interiors. At the same time, tech-enabled window treatments require greater investment in top installation and customer service teams. And as the range and complexity of custom treatment options grow, professionals must stay on top of their game. Technology has also changed how customers think about “word of mouth.” With 81 percent of consumers conducting online research before purchasing, online reviews and testimonials are more relevant than ever. A strong digital reputation can go a long way toward securing new business. The preference for automation and energy efficiency is only rising among consumers. A 2022 Mortgage Cadence survey revealed that 60 percent of Americans believe smart home technology has positively impacted their lives. There is little doubt that technology will continue to be a major factor shaping the window treatment industry in the future.

INDUSTRY KNOWLEDGE IS A KEY FACTOR Since customization options are expanding, it can often be more challenging for customers to make the right decision. Window treatment professionals must be able to guide them while considering their specific preferences expertly. This also means higher stakes for industry professionals, who cannot afford to fall behind with respect to product knowledge or industry education in general. “I believe this is a good thing for well-established window treatment professionals since a bank of knowledge and a commitment to furthering education sets the true professional apart,” noted Marie Mouradian of Window Designs Etc. by Marie Mouradian. At the same time, it’s becoming increasingly difficult to draw top talent to this field. “A lack of schools, training and career interest has made it challenging to get people with the right skills to populate the industry,” De Guzman shared. There is little doubt among industry professionals that customers are looking for more personalized and innovative solutions than ever before. Not only will window treatment professionals need to guide buyers more meaningfully, but they must also acquaint themselves with the latest technological trends to offer the best advice possible. Whether the buyer is thinking about safety, convenience or sustainability, industry professionals must keep up with industry knowledge to communicate their products’ benefits, features and capabilities accurately.

INFLUENCERS ARE HERE TO STAY At the same time, many window professionals are also curious about what platform should remain a focus, especially with more social media platforms than ever before. Instagram is still a very important platform to establish a presence. “Visual platforms like Instagram effectively showcase visually appealing designs and engage with a design-savvy audience. This platform also allows you to gain a following and have clients comment on the postings of their projects, almost getting a real-time testimonial that you can leverage on other platforms as well,” shared Sam Blair, vice president of sales at Peninsulators. Blair also believes that every digital marketing strategy should first consider target audiences, locations and the specific nature of the window treatment business. Aleksandra Jakubowska and Tomasz Kiosewski, the owners of AvantGarde Designs, pointed out that influencer marketing has been critical to their growth. “Collaborations with influencers and interior design professionals have become integral to our digital marketing strategy,” said Jakubowska and Kiosewski. “We extend our reach and tap into new audiences by partnering with those who align with our brand values. In essence, the shift in social media and digital marketing

has propelled us to become product sellers, storytellers and experience curators.” Of course, partnering with influencers is only part of the puzzle. Businesses should partner with influencers who can create original and compelling content and have built up trust and credibility with their audience. It’s also worth noting that influencer marketing can take some time to see a healthy return on investment—and a little patience can potentially lead to lots of revenue. The digital age also made visuals even more relevant in the world of window treatments. Lindsey Putzier, owner of Lindsey Putzier Design Studio, shared that businesses must always put their best foot forward. “Professional photography does wonders! I strongly recommend for anyone in the custom world to hire a good photographer to capture the beautiful details of custom window treatments,” she said. Putzier also highlighted that social media allows more time to convince prospects. “I do know that social media enables me to explain the value of custom window treatments better than just a photo in a portfolio ever would. I can get into the nitty-gritty of how custom window treatments are constructed, the benefits of using quality fabric, the differences between ready-made and custom sizes, etc.” Social media transcends the limitations of static photographs, offering her a dynamic platform to convey the value of her work. Through this medium, she can engage her audience with more depth and clarity, presenting the nuances of her craft in a manner that other formats simply cannot replicate.

WHERE WILL DIGITAL EVOLVE FROM HERE? Technology and social media have forever revolutionized the possibilities regarding selling custom in a digital age. With technological advancement comes buyer sophistication, meaning consumers often have higher expectations regarding products and services. It also means that potential buyers are thinking about how companies differentiate themselves with respect to sustainability, innovation and automation. Of course, there are plenty of advantages for window businesses. Technology and social media empower them to target their ideal prospects, and customer relationship management tools can extract data that can inform future marketing strategies and campaigns. It’s also possible that augment/virtual reality will become more relevant in the coming years and decades, allowing prospects to visualize and compare custom window treatments in their homes. Ultimately, the digital evolution will allow for more immersive, personalized and efficient customer experiences. Businesses embracing these technological advancements and adapting to the evolving digital landscape will be wellpositioned to thrive in this dynamic market. V V ISION

HR Hiring

AT I N G G I DY V

NAMIC HIRING

The 2024 job market is no longer about scarcity but about abundant opportunities—this shift has completely changed the game. BY JAMES STRYKER

Welcome to 2024, where the hiring playbook has been completely rewritten. Gone are the days of traditional, taskfocused hiring methods, where navigating with a quick tip list and following rigid procedures were enough. Today’s job market demands a strategic approach that delves into the broad spectrum of “why” behind each hire. By aligning your recruitment strategies with the needs and values of today’s workforce, you’re not just filling positions but building a team that is engaged, motivated and equipped to propel your business forward in these dynamic times. UNDERSTANDING THE MODERN JOB MARKET Here’s something to wrap your head around: There are more job vacancies than people to fill them. Last November, the U.S. Chamber of Commerce reported that even if every unemployed person in the United States found a job, we’d still have about 3 million roles left unfilled. This situation has turned the tables, giving job seekers, especially the highly skilled, many employment choices and leverage. It’s a fiercely competitive market, with businesses vying not just for great people but often for the same highly sought-after talent. In this race for the best, breaking out of traditional hiring patterns to stand out is more crucial than ever. This isn’t just news for small business owners—it’s a call to rethink hiring strategy. To compete and win, the focus can

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no longer be solely on what job seekers can bring to your company. Instead, it’s time to emphasize what your business can offer to meet a job candidate’s aspirations and values. ACTIONABLE ITEMS 1. RESPOND PROMPTLY: The average response time after a candidate applies can be as much as two weeks. Strive for immediate engagement with candidates and streamline your hiring process as much as possible. Every day you delay, another company might sweep your ideal candidate off their feet. 2. E MBRACE THE POWER SHIFT: Recognize that candidates now have the upper hand. Shift your approach from a transactional mindset to one that acknowledges employment as a reciprocal relationship. Show genuine interest in what candidates are seeking in their career paths and workplace cultures. TARGETING TOP TALENT Recruitment has evolved beyond simply picking and choosing candidates; it now emphasizes forming meaningful connections, understanding their career and life aspirations and tailoring offers that strike a chord. For small business owners, this landscape necessitates creativity and flexibility. It involves assessing skills, fostering relationships and gaining deeper insight into candidates’ needs.

ACTIONABLE ITEMS 1. BE OPEN TO NEGOTIATION: Prepare to negotiate terms beyond your standard package, such as flexibility and benefits. Remember, while customizing offers to attract top talent is fair game, avoiding discriminatory practices is crucial. Make decisions based on skill and qualifications, not gender, race or other discriminatory factors. 2. ACKNOWLEDGE THEIR CHOICES: Understand that top candidates have multiple options. Playing chicken with candidates in negotiations is a risky strategy. Be thoughtful about the conditions you set and your compromises, remembering that in today’s job market, there is an abundance of green grass out there, making it easier for candidates to find appealing alternatives. CRAFTING JOB ADS Writing a compelling job ad is akin to weaving a story. It engages your ideal candidate through a narrative beyond a standard list of qualifications and responsibilities. Picture the individual perfect for the role—consider their driving forces, the values they cherish and what keeps them motivated. For instance, if your perfect candidate thrives on innovation and creativity, your ad should not just mention these as requirements but paint a picture of how your company embodies these values. If collaboration is essential, ensure your ad sings about your team-oriented culture. ACTIONABLE ITEMS 1. ANALYZE YOUR TEAM’S DYNAMICS: Reflect on the attributes of your top performers and the shortcomings of those who struggled. Consider having a conversation with your best employees, asking them how they would describe themselves and their approach to work. Use these insights and traits to fine-tune the language in your job ad. Employing language that mirrors how your top performers see themselves can help attract candidates who will likely be just as successful and well-aligned with your team’s ethos. 2. C HALLENGE YOUR BIASES: Reevaluate the mental image of your “ideal candidate” and introspect about who your company is and the individuals you wish to welcome. Consider how diverse experiences and backgrounds, like those of older workers, can enrich your team and broaden your company’s perspective. LIMITATIONS OF EXTERNAL RECRUITMENT AGENCIES External recruitment agencies offer benefits but often miss a crucial aspect of strategic hiring: cultivating a shared vision with candidates, which is essential in systems thinking. This concept from organizational theory underscores the importance of viewing a company as an interconnected whole. External agencies operating from the margins of your business’ core have a hindered capacity to fully grasp or express genuine passion and insight into your unique company.

This dynamic can create a bait-and-switch perception from candidates’ perspectives. Engaging with an external agency rather than the company can start the recruitment process with a sense of mistrust, implying that the company does not value potential employees enough to invest in an initial, direct interaction. Highly skilled candidates seek roles that offer deep integration with the business’ mission. This level of commitment is most effectively communicated through internal recruitment, driven by team members who live the company’s philosophy and can authentically and effectively showcase what sets your organization apart. While not traditionally seen as a core component of strategic hiring, the legal aspect has gained increasing relevance in today’s landscape. The rise in recruitment-related litigation accentuates the need for compliance. This becomes particularly critical in jurisdictions with intricate employment laws, where external agencies might lack the expertise to navigate legal waters. ACTIONABLE ITEMS 1. EVALUATE RECRUITMENT APPROACHES: Balance external agencies with internal recruitment, evaluating the necessity of using an external agency for your hiring needs. If your hiring volume is high and costs are a concern, an internal HR professional, steeped in your company’s system and culture, could be a practical and legally astute choice. 2. THOROUGHLY VET EXTERNAL AGENCIES: If using external agencies, rigorously assess their understanding of local employment laws. A strong emphasis should be placed on transparent communication, obtaining datadriven insights into their recruitment efficacy and their adherence to legal standards. NAVIGATING THE NEW ERA OF HIRING As we navigate through 2024, it’s clear that strategic hiring is not just a choice but a necessity to thrive in this talent-driven market. This new era of hiring is about understanding the profound changes in the job market, recognizing the evolving needs of the workforce and adapting your hiring strategies. V

James Stryker, director of human resources at Galaxy Draperies, has over 15 years in management and human resources, combining extensive academic knowledge, including a master’s in industrial/organizational psychology and a doctorate in educational leadership, with practical industry experience. As an SHRM SeniorCertified Professional, he has honed his expertise through tenure at Springs Window Fashions and now leads strategic HR and training strategies at Galaxy Draperies. His specialty is applying theoretical HR principles to real-world, industry-specific challenges, driving effective strategies and leadership.

V ISION

BUSINESS Digital Marketing

BOOST

ROI WITH BETTER EMAIL MARKETING BY CHRISTINE HASKELL

Despite declarations of its demise over the past few decades, email marketing still delivers exceptional return on investment (ROI), making it one of the most cost-effective marketing platforms for 2024 with an average ROI of 40:1 ($40 for every $1 spent). A HubSpot study ranks it as the second most crucial tool behind websites. Moreover, running email campaigns is relatively inexpensive and sometimes even free. For business owners, that’s great news. The bad news is that many businesses use it poorly or in a way that wastes time or harms their digital or social reputation. Here are the best practices to ensure you stay out of the spam folder and get a great return on your investment. FOLLOW THE LAW It is imperative that you comply with the U.S. CAN-SPAM Act to avoid steep fines. If your emails extend beyond the U.S., you’ll need to ensure you comply with international laws, which are often stricter. You’re not protected from liability if a third-party business sends emails on your behalf. If you send one copyrighted image you found on Google and the artist fines you, you’re looking at $25 per email sent or their proven damages, whichever is higher. If you sent one email to 5,000 people, that fine is $25 x 5,000.

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PRACTICE BASIC ETIQUETTE Regarding email marketing, the quality of your address list matters more than quantity. Even if it’s legal, don’t buy or rent lists or email people who connected with you on social media but didn’t express interest in working with you as a client. Not only will it harm your ability to land in the inbox and could break the terms and conditions of your email marketing platform, but it also gives a bad impression and is a waste of time and effort. Monitor your analytics and watch for spikes in spam reports or unsubscribes as warning signs that you’re either emailing the wrong people or your content is too pushy.

CONSIDER BEAUTY THAT MATTERS

“ The design of your emails needs to be clean, on brand and easy to read. The main takeaway from these emails should be the action you want the readers to take.” A simple rule to remember is the Squint Test. If you squint your eyes so that the text blurs, are the things that still stand out important? Your main image, headline and call to action should still be noticeable and legible. Before sending out an email, send yourself a test version and study it on your computer and phone. Try sending it to a few different email platforms, such as Outlook, Gmail and Apple Mail, to make sure it looks appropriate on each one. Pay attention to your subject line and how it looks and reads when it comes through your inbox.

STOP BLASTING One of the leading tenets of marketing is “When you try to appeal to everyone, you appeal to no one.” You wouldn’t talk to a repeat customer on the phone or in person like you would to a brand-new lead, so don’t email them that way. Break apart your email audiences. By dividing up your customers, your call to action for new leads could encourage them to schedule an appointment, while repeat customers could be offered an anniversary discount.

GO DYNAMIC FOR MORE PERSONALIZATION (AND LESS WORK) Another rule of marketing is that the more personalized the messaging is (as long as it remains professional), the more effective it is. One study focused on a hotel that placed a sign in rooms asking guests to reuse their towels. They then tried signs that told people the percentage of guests who reuse their towels—and they saw an increase in reusage. Sometimes, the more people relate to something and see others doing the same thing, the better it performs.

ALWAYS EDUCATE AND ENTERTAIN Do not treat email like an ad platform. For effective emails, make them worthwhile for the reader. Teach them something useful. Educate them on products. Engage their interests. Show them who you are and what you do behind the scenes. Share local events, recipes or whatever you’d like that will resonate with them. These selling techniques build trust and likeability for

your company, especially compared to those who only send email blasts of sales pitches.

“ The window treatment industry is not one of impulse buys and cheap items — it’s a long-term investment, so invest in your audience too.” Email marketing is your place to teach people about what you do, how you do it and what’s in it for them while encouraging them to work with you. The better you can entertain, educate, build trust and provide timely encouragement, the better your emails will perform. By constructing them to be personal and relevant to each individual reader, you’ll see better results and long-term benefits. V

For more than 15 years, Christine Haskell has been immersed in digital marketing, including but not limited to social media management, web design, search engine optimization and email marketing. She has worked with various clientele, ranging from international spirits brands, nonprofits and tax franchises to skin care lines and independent authors. As the marketing manager of Galaxy Draperies in Chatsworth, California, Christine’s experience and technical savviness allow the company to stay agile and constantly grow to automate, measure effectiveness and improve lead and customer efforts and communications.

V ISION

PICTURE-PERFECT

Show Off Your Window Treatments in Six Easy Steps Using Only Your Phone BY LAURA SUMRAK

There’s no denying that social media is a huge part of our lives, and while many of us love to share the essence of our homes with others, it’s not always easy to capture the beauty of our surroundings with a camera lens. While hiring a professional photographer is always a great investment for portfolio images or large projects, sometimes you just want to snap a great-looking photo and all you have is your cellphone. We share some tips and tricks on how to maximize the camera you have in your hand at all times.

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LAURA SUMRAK

1. TURN OFF THE LIGHTS

Lighting is the cornerstone of any exceptional interior photograph, and harnessing the power of natural light can significantly elevate the visual appeal of your space. Ensure that artificial lights, especially those with warm tones, are turned off to prevent color distortion. Open up curtains and blinds to let in soft, diffused natural light. Optimal shooting times are during the early morning or late afternoon when sunlight is gentle and casts a warm, inviting glow.

2. STYLE YOUR SPACE

Before capturing your interior, take a moment to curate and arrange your space thoughtfully. Remove clutter and tidy up the area to showcase its true essence. Enhance the visual interest by incorporating layers and textures through carefully chosen textiles, decorative items and greenery. A well-styled space photographs better and communicates a more inviting atmosphere.

3. TAKE ADVANTAGE OF STRAIGHT LINES AND COMPOSITION

Utilize your phone’s grid lines feature to ensure clean, well-composed shots. Aim

for straight lines along walls, furniture and ceilings to maintain a polished and professional look. Experiment with shooting from slightly lower angles than your natural eye level for a dynamic perspective. Additionally, adhere to the rule of thirds to create visually balanced compositions that draw the viewer into different room elements.

4. EXPOSE FOR THE HIGHLIGHTS

While most smartphones come equipped with HDR (high dynamic range) settings, taking control of exposure manually is crucial. Tap the lightest area on your screen to set the exposure for highlights, which will prevent overexposure or blownout spots. This technique ensures a wellbalanced image, allowing you to recover details in the shadows during editing.

between your interior’s vibrant and natural aspects.

6. WHEN IN DOUBT, HIRE IT OUT

While smartphone photography has come a long way, there’s no substitute for the expertise of a professional interior photographer and stylist. If your goal is to elevate your website’s visual content, consider investing in the skills of experienced professionals who can capture the essence of your interiors with precision, ensuring your online presence reflects the quality and uniqueness of your spaces. V

5. MAKE USE OF EDITING

Post-processing plays a vital role in refining your interior photographs. Embrace mobile editing apps like Lightroom Mobile or VSCO to fine-tune your images. These apps offer features such as shadow adjustment, contrast enhancement and color correction. Experiment with these tools to achieve a polished look, maintaining a balance

Laura Sumrak is an interior photographer based in Charlotte, North Carolina. With a decade of expertise in the field, Laura strives to translate the unique personality of each interior into captivating visual narratives, bringing spaces to life through a lens.

V ISION

FLAIR Januar y + Februar y 2024

PRODUCT SPOTLIGHT

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

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

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SOMFY Bridging connections with Somfy’s Zigbee-compatible solutions! At Somfy, our business is more than motorization and automation. For more than 50 years, our pioneering spirit has been rooted in creating comfort and convenience for our customers. With Somfy Smart Shading now on Zigbee® 3.0, Somfy ensures seamless comfort for everyone—from manufacturers on the production floor to the installer and the end user. The Zigbee 3.0 protocol is an interoperable, globally adopted and secure IoT solution used to connect smart home devices to a consistent network and language. Learn more at SomfySystems.com.

PRODUCT

TRAX DRAPERY HARDWARE Trax Drapery Hardware is excited to release the all-new Soho Collection: cutting-edge decorative motorized curtain hardware, expertly engineered to be seamlessly integrated with Somfy motors. Embrace a new era of sophistication with revolutionary pulleys designed to properly tailor curtains around motors. Discover the possibilities and explore the entire Soho Collection at TraxDraperyHardware.com.

COULISSE Coulisse introduces Square Semi-Open Cassette, a versatile solution for roller and double roller shades! This sleek and stylish cassette—crafted from a single, robust piece—seamlessly complements any interior, elevating both the aesthetics and functionality of your shades. Available in a choice of six sophisticated colors, it effortlessly enhances the aesthetics of any space while providing practical benefits. This cassette not only shields your fabric roll from dust, dirt and unwanted light, but it also offers various control options, including Twin Pull and Cordless child-safe manual controls, as well as the option for motorization with MotionBlinds smart technology. Experience the perfect blend of beauty and convenience today. bit.ly/SquareSemiOpenCassette.

DRAPER More color options means interior design without limits! You can now order Draper at Home roller shades in any custom color you want! Our Certified Digital Color Professionals have trained with the Printing United Alliance, an industry trade organization, to become experts at producing consistent and accurate color. Despite the addition of custom color, your shade order won’t take forever: Creating a made-to-order fabric color adds only a few days to the process. Learn more at DraperAtHome.com. V ISION

Understanding Your Clients’ Needs to Reach Higher Revenue BY OLIVER SCHREIBER

When purchasing window treatments, every client is motivated by different wants and needs for their home. Identifying your clients’ motivations early in the sales process can help them get emotionally involved. While money is essential in a client’s decision to buy window treatments, it is not the only or most critical factor when they choose to purchase. Listed below are the four main reasons why people purchase window treatments.

show them products that give great privacy while steering them away from products that might be aesthetically pleasing but do not offer the most privacy. As retailers and design consultants, we hate hearing after the job is completed, “You didn’t tell me these roller shades would have a big gap that people can see through?!” Make sure you overcome that in your presentation by pointing out the disadvantages and advantages of each product.

1. BEAUTY

The need for light control with window treatments comes in many different forms. “I can’t see my TV due to the glare from the sun.” Or “Look what the sun has done to my hardwood floors and this sofa that is only a few years old!” Or “I work nights and I am unable to sleep during the day because of all the light coming in the windows!” Finding solutions to these concerns will build trust and put you in a position to earn their business.

When clients’ main priority for their homes is beauty, they often spend more money to get the quality they want. When a client is focused on beautifying the home, there is less focus on price. Sure, the person who purchases a BMW or a Mercedes wants the best price for that luxury vehicle, but they know that this luxury vehicle will cost more than a Kia or a Hyundai. When focused on beauty, we can upsell to the finer fabrics, styles and quality products they will love.

2. PRIVACY

For some, privacy is paramount when considering window treatments. When addressing customers with this priority,

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3. LIGHT CONTROL

4. ENERGY EFFICIENCY

There has never been a better time to hear that a client wants more energyefficient window treatments. The federal government is offering a $1,200 tax credit

on SELECT window treatments. When you have a client whose primary focus is better efficiency, the tax credit could allow you to help them get a better product and one that qualifies for the credit. People don’t care about what you know until they know you care. There is no better way to show your clients that you care than by focusing on what they tell you is important to them. During the initial stages of your phone call or in-home visit, ask lots of open-ended questions about their wants and needs for their home. This will give you what I like to call the “Road Map to the Sale.” Then, focus on their wants and their needs, and you will likely find you have another check mark in the SOLD column! V V

Oliver Schreiber began his sales career over 30 years ago and is CEO of Beltway Blinds in Washington, D.C., Maryland and Virginia. He leads a team that generated more than $11 million in sales last year. He has been a speaker at the International Window Coverings Expo, has received awards for being the largest-volume dealer with Alta Window Fashions for four years running and sits on the National Advisory Committee for a window covering group, Exciting Windows!. He can be reached at oschreiber@beltwayblinds.com.