Window Fashion VISION May + June 2019 by Window Fashion Vision Magazine

32 years of window treatment inspiration

High Notes from IWCE!

GENEVIEVE GORDER & LORI PARANJAPE’S Inspiring Talks HOT NEW PRODUCTS

VOLUME 40, ISSUE 3 MAY + JUNE 2019

WINNERS of the VISION DESIGN & WORKROOM COMPETITIONS

GROW YOUR BUSINESS

with PRODUCTS for

OUTDOOR LIVING

DESIGN TRENDS from the BIGGEST INTERNATIONAL and

DOMESTIC SHOWS

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CONTENTS volume 40, issue 3

contents INSIGHT 14 |

Understand who and how consumers use desktop, mobile and voice search to improve your marketing efforts. by Welton Hong

16 |

With Three Ways to Search, Where Is Digital Marketing Headed?

Men Are on a Mission, Women Are on a Journey

As a general rule, men want facts and to make a quick decision; women want to explore the options. by Jason Zullo

IWCE 2019 HIGHLIGHTS 18 |

20 |

Hot New Products from IWCE

Top exhibitors share the new products they debuted at IWCE and reflect on their exemplary experience at the show.

35 |

Spotlight on Nashville Designers

Local design pros Lori Paranjape, Eric Ross and Laura Thurman provided a look at industry-wide opportunities for business growth.

26 |

Star of the Show

Genevieve Gorder shared color and style trends in an enthusiastic keynote presentation.

25 |

And the Winners Are…

The VISION Design and Workroom Competition Awards presentation honored two dozen window fashion professionals from across the country.

24 |

The Learning Zone

As always, the Construction Zone was a popular spot for people looking to build their skills and get new ideas.

23 |

An Opening Night to Remember

For the first time, the expo floor was open to exhibitors and guests on Friday night, giving attendees an early start to their business dealings.

22 |

IWCE Rocks Music City

A summary of this year’s spectacular expo in Nashville.

Custom Boots Stomp Out the Competition

Two friends' custom-made cowboy boots showcase the window coverings industry and win the top prize in IWCE’s kicks contest.

Window Fashion Vision | 3

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CONTENTS volume 40, issue 3

contents

INDUSTRY 36 |

The Vertilux Vantage Point

This international company recently introduced a new shade and motorization products. by Gail Gutsche

INSPIRATION 38 |

52 |

Finding Profit on Both Sides of the Window

Adding awnings and other outdoor products to your offerings can help you earn more money. by O’D McKewan and LuAnn Nigara

62 |

Understanding Performance Fabrics

Learn about performance fabric terminology, different fabric finishes and their limitations, and things to consider when specifying textiles for projects. by Kathryn Dillon

56 |

EnVISIONing Beautiful Spaces

The winners of the annual VISION Design Competition Awards share their inspirational projects. by Gail Gutsche

Outside Success with Outdoor Draperies

Corpus Christi, TX, designer Melissa Hammann shares how she came to specialize in outdoor products. by Sophia Bennett

66 |

From Paris with Love Textile trends from Paris Déco Off. by Susan Schultz

68 |

A View from the Home Front: Color Your World

Vibrant hues were everywhere at American design shows this year. by Kathy Wall

70 |

Toward Utopia Dissecting Heimtextil’s vision of the future. by Jana Platina Phipps

6 | wf-vision.com | May + June 2019

32 years of window treatment inspiration

WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com Editor -in-Chief | Sophia Bennett sophia@wf-vision.com Creative Director | Nichole Day nichole@wf-vision.com Industry Liaison Editor | Gail Gutsche gutsche@wildrockies.org

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

Keep up with all the IWCE news @IWCEVISION.

Copy Editor | Maude Campbell maudedotycampbell@gmail.com Circulation + Marketing Director/WFCP Director | Anne Bild anneb@wf-vision.com Controller | Heather Bradley heather@wf-vision.com

32 years of windo w treatment inspir ation

Competition Coordinator competition@wf-vision.com

High Note from IWCEs!

SALES AND MARKETING

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

GENEVIEVE GOR DER PARANJAPE’S Inspi & LORI ring Talks HOT NEW PRODUC TS WINNERS of the VISION DESIGN & WORKROOM COMPETITIONS

VOLUME 40, ISSUE

CONTRIBUTORS IN THIS ISSUE

Sophia Bennett, Kathryn Dillon, Gail Gutsche, Welton Hong, O’D McKewan, LuAnn Nigara, Jana Platina Phipps, Susan Schultz, Kathy Wall, Jason Zullo

3 MAY + JUNE 2019

Digital Marketing Manager | Ania McNamara ania@mcnamaramarketing.com

GROW YOUR BUSINESS with

PRODUCTS for OUTDOOR LIVING

DESIGN TRENDS from

the BIGGES INTERNATIONAL T and DOMESTIC SHO WS

DESIGNERS FEATURED IN THIS ISSUE

Leigh Anderson, Sasha Bikoff, Gil Breef, Jessica Deal Fadgen, Sharon Falcher, Susan Gailani, Yelena Gerts, Debbie Hall, Melissa Hammann, Fran Healy, Suzanne Hynan, Sherica Maynard, Lisa Mende, Paige Patterson, Otto and Kristina Rankin, Zahava Schwartz, Brenda Smith, Marni Sugarman, Camille Walala, Katherine Wozniak, Michael Wrusch, Lori Yanez

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com

Window Fashion Vision magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved. Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4756 Banning Ave, Suite #206, White Bear Lake, MN 55110-3206.; Tel 651/330-0574; Fax 651/756-8141. Visit our website at www.wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices. Postmaster: Send address changes to Window Fashion Vision, PO Box 15698, North Hollywood, CA 91615-5698. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 2019 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5.

8 | wf-vision.com | May + June 2019

MAY + JUNE 2019 VOLUME 40, ISSUE 3 On the cover: Melissa Hammann with Riviera Décor in Corpus Christi, TX, designed and made the outdoor curtains and soft furnishings for this patio. The project tied for second place in the Curtains and Draperies category in the 2019 VISION Workroom Competition Awards. Photo credit: Eddie Seal Photography. Corrections from the March/April 2019 issue: The cover photo was taken by Emily DeSimone with SqFt Nashville. The caption on the upper left photo on page 60 should read: Room by Natalie Kraiem at Kips Bay Decorator Show House. Colors are subtle pales; whites and ivory and very light gray are favored by the designer for a serene bedroom.

WELCOME grace note

BELOW: This amazing team of women is the core behind IWCE. From left: Samantha Banker, Colleen Garry, Gail Gutsche, Anne Bild, Grace McNamara, Heather Bradley, Leslie Fox, Sophia Bennett, and Ania McNamara. Not shown: Susanne Young

ABOVE, from left: Joyce Germsheid, Karen Holm, first-time award winner Suzanne Hynan, Grace McNamara, and Angela Scully.

Grace Note

hen you’ve been producing a trade show for decades, you know that everything has to line up in order to have a successful event: the venue, timing, programming, marketing,

staffing and more. Some things will be out of your control

but you pray that when the doors open, your exhibitors are ready and happy and you have people flowing into the show. I have to say that the International Window Coverings Expo (IWCE) in Nashville this year had all the elements of success—great exhibitors with cutting-edge new products, attendees hungry for information to help their businesses grow and industry professionals just ready to let loose and have a great time. I haven’t seen this much energy in years!

idea. Check out our website where we will feature ongoing advice in our blog and look into taking one of our Window Fashion Certified Professional classes, which will be offered in June. These intensive online live classes will take you to the next level of your career. We will be offering the five different certifications: Window Fashion Design, Workroom, Motorization, Color and Installation. Every successful person is learning all the time. It’s our goal to provide this industry with quality education in the magazine, online and live each year at IWCE. If you feel we’re missing something that you need, don’t hesitate to contact us.

Thanks to everyone who made this year’s IWCE the best

In the meantime, enjoy this issue packed with IWCE

in 10 years! And to those of you that couldn’t attend, put

highlights, trends and winning window fashion ideas!

Charlotte on your calendar now. This industry is back and those that take the time to participate will be the winners. Now the important thing to do is to process all the information collected and make a game plan! Many of our columnists were presenters at IWCE, so follow their advice in each issue and make a point of trying at least one new

10 | wf-vision.com | May + June 2019

Grace McNamera Publisher grace@wf-vision.com

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WELCOME letter from the editor

he International Window Coverings Expo

I was also heartened to hear a number of people say they

was everything I expected it to be—a

want to enter the competition for the first time next year,

packed, inspiring weekend that made me

or planned to enter in multiple categories next time around.

eminently grateful to be working in this

To everyone reading this, please do! We want as many

industry. For those of you who couldn’t make

people as possible to participate.

it to Nashville, you can relive some of the experience by reading our event recap on pages 18 to 35. (Don’t skip the last article, where we interview Janelle Hampton of Quality Custom Blinds

Summer is just around the corner now—thank goodness! With that in mind, we took a look at the many ways window fashion professionals can capitalize on the growing interest in furnishings

and Window Coverings

and accessories for

and Karen Valich of Walls

outdoor living. Kathryn

and Windows about the

Dillon takes us into the

cowboy boots they had

fascinating world of

custom-made for the

performance fabrics on

show!) For those of you

page 52. LuAnn Nigara

who did attend, I hope

and O’D McKewan

you had such a positive

teamed up to take a

experience that you’re

look at new products

already planning to head

you can add to your

to Charlotte, NC, on

offerings, including

March 25 to 27, 2020, for our next show.

exterior shutters and

At a celebratory dinner

Workroom Competition

on Sunday night, my

Awards winner Melissa

awnings. And we asked

colleagues at Window

Hammann, who has

Fashion VISION shared their favorite moments from

developed something of a specialty in outdoor products, to

the expo. Mine was the VISION Design and Workroom

share what other designers need to know to transition their

Competition Awards presentation. I was blown away by the

knowledge of indoor window coverings to the outside. Read

quality and beauty of the work done by all of the winners.

that article and view her amazing work on page 62.

And there was such positive energy in the room as person after person mounted the stage to receive their awards. I’m a sucker for any event where peers are supporting peers,

As always, thank you for being part of the Window Fashion VISION family.

and this seemed like a great example of that. Check out the winners of the Design Competition Awards on page 38. We will feature the Workroom Award winners in the July/ August issue.

12 | wf-vision.com | May + June 2019

Sophia Bennett Editor-in-Chief sophia@wf-vision.com

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INSIGHT business coaching

With Three Ways to Search, Where Is Digital Marketing Headed? Understand who and how consumers use desktop, mobile and voice search to improve your marketing efforts BY WELTON HONG

iversity seems to be a big player in every industry today, so it’s probably no surprise that window covering companies should look to diversify their digital marketing efforts when it comes to optimizing for different types of search.

That’s right: There are different types of search. Specifically, I’m referring to desktop, mobile and voice. And your window treatments business must optimize for all three. Each has such a strong position that window companies can’t afford to ignore any of the three in search engine optimization efforts. Here’s what you need to know about the search trio.

Desktop: Tried and Still True Desktop refers to searches that come from traditional computers (including larger-scale laptops) and not truly mobile devices such as tablets

14 | wf-vision.com | May + June 2019

and smartphones. While it’s true that mobile internet searches surpassed desktop a few years ago, desktop search remains a major way people discover information. More than 63 billion searches are conducted on desktop every year. It’s a fairly static number, so the rise of mobile isn’t knocking that market out of play anytime soon. In addition, certain types of searches are more likely to be performed on a desktop. For example, retail searches divide fairly evenly between mobile and desktop. Those looking for reference or how-to materials are equally likely to use either type of device. About 75 percent of business-to-business searches are conducted via desktop. Window covering companies that offer commercial services definitely must keep desktop searchers in mind.

INSIGHT business coaching

Mobile: Not the Little Sister Anymore

Catering to Various Search Types

Mobile search has grown incredibly quickly over the past five years. As of 2018, the number of searches conducted on mobile more than doubled those handled via desktop, and experts predict an additional 15 billion or so searches on mobile in 2019.

It’s important to consider the role of all these searches in how consumers find your brand online. Then you need to customize search engine optimization efforts to account for all three.

Certain types of searches bring out mobile devices at an even higher rate. Navigation and directions, company listings, social media and lifestyle searches are all heavy on mobile, which means window companies targeting these topics must understand how mobile users search for information. This is also a good time to remind you that having a mobile-friendly website for your business is critical. Desktop remains relevant, but everyone—including Google—can see that search is becoming much more prevalent on mobile. It’s a slow takeover, but it’s happening, which is why Google has employed mobile-first policies. If your site isn’t mobile-friendly, you’re likely to lose a huge number of searchers as soon as they navigate to your page. It won’t work on their device, so they’ll tap or swipe away. On top of that, you could lose your placement on search engine results pages because Google is penalizing sites that don’t work well on mobile.

Voice: The New Kid on the Search Block Voice search is the latest addition to most people’s search capabilities. These searches take place when someone speaks their query into a device. A computerized personal assistant such as Alexa (Amazon), Cortana (Microsoft), Siri (Apple) or Bixby (Samsung) handles the details for them. Individuals are increasingly turning to voice for searches that require a single, simple answer, such as where the nearest window company is or where they can purchase a specific type of blinds. The downside of voice search is that it’s not always tied to a screen, so visual research is more difficult. However, many more devices that included screens debuted in late 2018 and sold well in that holiday season. Sales are expected to remain strong throughout 2019 and beyond.

The first step is ensuring your website has a responsive design. That means it works well on all types of devices. It doesn’t make sense to simply show up on mobile or voice searches when your site itself does little to cater to those users functionally. Second, consider the differences in search terms and methods employed across each device. This will be most apparent when you think about voice search because individuals are less likely to just use a key phrase. They’ll be asking questions exactly how they talk—which isn’t the same for all demographics and locations. Your business should take time to understand how your target audience refers to specific things so you can incorporate those phrases in site content. Finally, make it easy for users to connect with your company and website online throughout their entire cross-device journey. Make it easy to share your pages via social media or email links so consumers can move from their mobile device to a desktop (or vice versa) without having to find the relevant page all over again. Create options for saving items in the shopping cart to purchase later on a different device. When it comes to search engine marketing, it’s a good idea for any company to take a page from Google. The search giant is always looking for ways to provide users with a better experience and more easy access to information. That should be your goal as well. Whether someone is searching via desktop, mobile or voice, make it easy for that person to find and interact with your pages. z Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line. He is the author of "Making Your Phone Ring with Internet Marketing for Window Covering Companies." RingRingMarketing.com Facebook: RingRingMarketing

Cross-Device Searches Because each type of search comes with its own limitations, a growing number of people are engaging in cross-device searches. They might start the search on voice, asking Siri to find a relevant result. But that could lead the consumer down a rabbit hole of additional mobile searches, and eventually they may move to a desktop device where they can view a window coverings image gallery on a bigger screen.

Window Fashion Vision | 15

INSIGHT business coaching

Men Are on a Mission, Women Are on a Journey As a general rule, men want facts and to make a quick decision; women want to explore the options for their soon-to-be décor BY JASON ZULLO

hen it comes right down to it, men and women often have completely different ways of shopping and purchasing. That means in order to make a sale today, you must react and respond accordingly.

Everyone is different, of course, and one of the most important things you must do as a salesperson is get a quick read on what the person wants and how you can give it to them. But if you make a conscious effort to complement the typical buying styles of men and women, you will sell more and have more repeat business.

Men Are on a Mission Men are price and data driven. They want facts and they want them quickly. That means you need to be prepared with pricing information and facts as soon as you walk in the door. Don’t be caught off guard. Time is important to men. They have a starting point and an ending point, and their goal is to complete their mission as fast as possible and as reasonably as possible. However, men have a weakness, and your best chance to make a sale is to work that weakness. In our business, we don’t deal with men as much as we deal with women. In fact, we deal directly with men only 10 percent of the time. Remember that the weakness of men is that they are almost always willing to do whatever it takes 16 | wf-vision.com | May + June 2019

to make their wife happy. That means your target is the wife. Make her happy and the husband will thank you profusely.

Women Are on a Journey Men might be on a mission, but women are on a journey. They want to take their time and smell the roses. Woman want to experience the entire process and live through it. Considering that 90 percent of the people we sell to daily are women, we really need to make sure we get this right. This means that color and style and texture are exactly what she wants to see, touch and feel. A woman needs to know that you’re OK taking this journey with her. She also needs to know that you’re offering a journey. This is not the in-and-out situation that men want and appreciate. This is all about her. You may find yourself sitting on the carpet for an hour looking through different fabrics. Embrace that anytime you can because this is what she wants: a true journey that allows her to visualize her soon-to-be décor. If you give her the journey she deserves, she will most likely buy from you. Take the time to offer that and you’re more likely to make that sale. z Jason Zullo is the sales coach for Window Covering World, an online training service. windowcoveringworld.com Facebook: WindowCoveringWorld Instagram: Window_Covering_World

INSIGHT business coaching

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IWCE 2019 highlights

Attendees Connie Valente, Brenda Baxter, Marcia Boatwright, Lori Carpenter, and Cheryl Draa.

Keynote speaker Genevieve Gorder.

18 | wf-vision.com | May + June 2019

IWCE 2019 highlights

I W C E

R O C K S

MUSIC CITY

ARTICLES BY SOPHIA BENNETT AND GAIL GUTSCHE PHOTOGRAPHY BY KERRY WOO PHOTOGRAPHY

his year’s International Window Coverings Expo (IWCE) was one for the books. The show saw the highest attendance in many years, both among guests and exhibitors. The crowds swarming the Gaylord Opryland Resort and Convention Center in Nashville had many good things awaiting them—a highly successful Friday night reception open to everyone registered for the show; energetic presentations by the industry’s leading educators, Construction Zone experts and special guest speakers; and great music and entertainment. Participants had ample opportunities to chat with friends and colleagues while they discovered the latest in window covering products and trends. “I could not be more pleased with the outcome of this year’s show,” said Grace McNamara, publisher of Window Fashion VISION and IWCE’s producer. “We had many first-time attendees and exhibitors, as well as those who come every year because it’s always a great investment for them. There is no other gathering exclusively for window fashion professionals available at this level, so people realize the value of the show. Everyone had a terrific time exploring Music City. Overall, this event was a huge success—our best show in 10 years.”

These words don’t even begin to describe my emotions about my experience at the International Window Coverings Expo in Nashville,” said April Skye Balough with Creative Design Team in Belleair Bluffs, FL. Balough is the first-ever recipient of the Grace McNamara Scholarship, which provides airfare, lodging and full admission to the event. “When I received the email about the scholarship, I saw this as my opportunity for an educational experience of a lifetime. I’m now a Window Fashion Certified Professional and have a much deeper understanding of motorization and salesmanship.” “We just got back from the IWCE show and our new lead list is overflowing,” said Lynn Ranger, vice president of marketing for Alta Window Fashions. “It was so exciting to showcase the Alta Window Fashions brand, from our full line of quality products to our profit-enhancing programs for dealers. It was also a fantastic opportunity to meet with many of our current customers and thank them again for their business.” Find out what you missed at this year’s Expo on the following pages. And mark your calendar for the 2020 event now. The International Window Coverings Expo will return to Charlotte, NC, on March 25 to 27.

Many others agreed. “Grateful… blessed… honored…

Window Fashion Vision | 19

IWCE 2019 highlights

A n OPENING NIGHT t o REMEMBER

Throngs of attendees enter the Expo.

Grace McNamara, owner and producer of IWCE, greets folks as they enter the Expo floor.

An Expo bartender gives a thumbsup at the opening gala, while a happy attendee grabs a bite to eat.

or the first time in IWCE history, the exhibition hall opened on Friday evening to rave reviews from exhibitors and attendees alike. Hundreds of people packed the booths of pleased exhibitors, who capitalized on the additional opportunity to explain and sell their products and services to potential customers. Everyone enjoyed the grand gala reception with Nashville-inspired appetizers and western swing music by Brassfield.

20 | wf-vision.com | May + June 2019

Tom Marusak, president of Comfortex, said, “I am pleasantly surprised by what a strong show this was. Kicking it off with a cocktail reception—a little different start than in past years—was a huge success. And WOW! When the crowd came in Friday evening, they were so enthusiastic.”

IWCE 2019 highlights

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Window Fashion Vision | 21

IWCE 2019 highlights

The LEARNING ZONE

TOP: Cathy Tucker speaks to a full house about smocking with a tag gun. ABOVE LEFT: Terri Booser wraps up 10 years as the Construction Zone producer. ABOVE RIGHT: Kathryn Dillon presenting methods for hemming sheers.

he ever-popular Construction Zone drew huge crowds beginning Friday evening and right through to the end of the Expo on Sunday. Twelve workroom experts presented 21 different topics to enthusiastic attendees eager to learn new techniques and tips that will improve efficiency and boost the bottom line. Hands-on construction and sewing projects, demonstrations and mini-lectures covered the gamut from pom-pom embellishment to bagless swags to constructing roman shade headrails. Special thanks to Construction Zone presenters Ann Johnson, Cathy Tucker, Anna Davis, Jodi Stanford, Laura Nelson, Kevin Kise, Kathryn Dillon, Sandra VanSickle, Scot Robbins, Ken VanSickle, Terry Sandlin and Regina Allen. This year marked the last for Construction Zone producer Terri Booser, who, along with her husband Jeff, has coordinated and organized it for the past 10 years. Booser has been in the industry for 22 | wf-vision.com | May + June 2019

28 years and is the co-owner of Sugar & Spice Draperies and Shades. Booser is also stepping back from her role as coordinator of the Window Fashions Artisan Project vignettes, which were the hit of the Construction Zone. The theme this year, “The Colors of Music,” served as inspiration for the seven artisans—Tina Fontana, Jenny Kaden and Jo Moore, Kevin Kise, Missy Martin, Kelli Rouse and Judi Turner—who created this year’s masterpieces. (Watch for complete coverage of the Artisan Projects in the July/August issue.) “It has been my honor to coordinate these two events for the industry,” said Booser. “I have created priceless memories and relationships that will last a lifetime.” The Construction Zone will have an exciting new look and format at the 2020 International Window Coverings Expo in Charlotte, NC, where popular expo seminar presenters Jill Ragan Scully and Ann Johnson will be taking over as co-producers.

IWCE 2019 highlights

And the WINNERS ARE…

he presentation of the annual VISION Design and Workroom Competition Awards was an inspirational hour filled with jaw-dropping projects, applause, camaraderie and even a few tears. Alongside Grace McNamara, presenters Dian Garbarini with Designs by Dian in Mission Viejo, CA, and Cheryl Draa with Cheryl Draa Interior Designs in Marietta, GA, gave numerous awards to over two dozen talented designers from across the country. Katherine Wozniak with Katherine Elizabeth Designs in Barrington, IL, was recognized as the Designer of the Year. Wozniak also captured firstplace awards in the decorative hardware/trim and combination treatment categories. Linda Tully with Custom Coverings in Lexington, KY, took home the competition’s other top honor, Workroom of the Year. She received several other awards, including first place in the combination treatments and specialty window

treatments categories, and a tie for second place in the top treatments category. Terri Booser, co-owner and artisan at Sugar and Spice Draperies and Shades in Houston, TX, received the Industry Achievement Award during the ceremony. Booser, along with her husband Jeff, has organized the Construction Zone for the last 10 years. 2019 was the couple’s last year heading up this popular show feature. McNamara thanked both for their service to the window fashions industry. Project photos and descriptions from the Design Competition Awards are available starting on page 38. Winners of the Workroom Competition Awards will be featured in the July/August issue of Window Fashion VISION. Visit wf-vision.com for a complete list of winners.

Window Fashion Vision | 23

IWCE 2019 highlights

STA R of the SHOW

rom the moment she stepped on stage for her keynote presentation, Genevieve Gorder captivated IWCE attendees with her humor, conviviality and bubbling enthusiasm. The television star and producer and designer of interiors and products began with some background, describing her upbringing in Minneapolis and how she got involved with shows like “Trading Spaces” and “Stay Here.” After that, she gave attendees insight into the looks she sees as dominating the design landscape right now. Her first trend: home goods inspired by Scandinavian culture. “Leather is on fire,” she said. Fur has been popular for years and shows no sign of slowing down. Black continues to show up in everything from rods and finials to wrought iron in furniture to onyx appliances. Gorder also sees multiple trends related to what she calls “nature/nurture.” “We’re so connected (to technology) and there are wonderful things about this,” she said. “However, what I see in every single culture that I visit around the world is an obsessive need to reconnect with nature because we have these sleek, often colorless pieces of digital in our hands and in our eyeballs all day long with a bright white light. We’re craving warmth.” People are adding moody, mossy green to their homes in droves. In many cases it’s paired with

24 | wf-vision.com | May + June 2019

a range of pale red variants, including pink and salmon. “These colors, they all layer on top of each other beautifully,” Gorder said as she flipped through picture after picture in a thorough slide presentation. Later, she added, “Pink has gotten permission to be a little bit more sophisticated. In every other culture of the world, pink has had that permission for centuries.” All of these colors can be accented by brass and amber accessories. Gorder fans who weren’t able to catch her at the show can see her soon on a new Bravo series “Best Room Wins,” in which designers must create a luxury room makeover on a $25,000 budget. The show is a great fit with her desire to take home renovation shows to a more aspirational level, she said.

IWCE 2019 highlights

FROM LEFT: Eric Ross, Lori Paranjape, Laura Thurman and Jana Platina Phipps

Spotlight on NASHVILLE DESIGNERS

n Friday, Nashville interior designer Lori Paranjape with Mrs. Paranjape Design + Interiors delivered a Lunch and Learn presentation entitled “Mastering Social Media and Growing Your Design Business.” During her interactive discussion about the confluence of design and the digital movement, she shared her personal social media strategies and gave the audience tips on best practices. Paranjape recommended using professional photography on the Instagram feed, which puts the business out front. In her contracts with clients, she gets permission to publish photos of the work she does for them. People love having their interiors published, she noted.

She described Instagram Stories as “the parties in the back.” Stories post for 24 hours and then disappear. This is where Paranjape shares behind-the-scenes challenges and solutions and a bit about herself. “Stories create an emotional attachment to me and my business and that’s how they are valuable,” she said. Noting that fewer than 10 percent of the target audience actually sees a post, Paranjape said, “Engagement is key. Reply to every comment.” When she first started using Instagram, she also made a commitment to commenting on other people’s photographs. That put her in front of people whose work she admired. This regular interaction helped her gain a larger following, and also put her posts near the top of people's feeds so they were seeing her work regularly. Paranjape took the stage again on Friday evening, along with Nashville designers Eric Ross of Eric Ross Interiors and Laura

Thurman of Thurman Design Studio, for a lively panel entitled “From Nashville to National Notoriety.” “Trim Queen” Jana Platina Phipps served as the moderator. Phipps started off by asking each designer to explain how they used one of their most important marketing tools—their website— to tell consumers something about them and their style. “I lead with images so that people know my aesthetics right up front,” said Ross. “I have a ‘more is more’ mentality and everything I do is luscious and layered.” Thurman has a video of herself on the home page that introduces her and her style to viewers and adds a personal touch. Paranjape’s website leads with a Q&A that gives insight into her personality and design style. The trio also discussed what types of window coverings they tend to use. Thurman likes drapes that add texture and pattern to a space. Paranjape, who uses double pinch pleat treatments in nearly all of her projects, expects window coverings to add softness. “Window treatments are the landscape of the home,” said Ross, who believes soft treatments like draperies and canopies help transform a house into a comfortable living space. (The quip from Ross that got the biggest laugh: “The only thing more Southern than a canopy is a hoop skirt.”) At the conclusion of the event, Ross signed copied of his new book, “Enduring Southern Homes,” and audience members continued to pepper the panelists with questions about the many interesting insights they had to share.

Window Fashion Vision | 25

IWCE 2019 highlights

ABOVE: Nicole Pisano (left), also with Alta Window Fashions, talks with attendees in the Alta booth. LEFT: Eisenkolb’s automated pleater. BELOW: Döfix and its easy-to-use products are always a hit at IWCE.

26 | wf-vision.com | May + June 2019

IWCE 2019 highlights

A steady stream of attendees kept the Coulisse booth busy.

Steve Wright with the Dresden Collection from Forest Drapery Hardware.

HOT NEW PRODUCTS from IWCE

he International Window Coverings Expo (IWCE) is always the best place to see new and exciting products. Find out what you have to look forward to in the coming year and what some of our top exhibitors thought about the show.

Salt Lake City-based Alta Window Fashions debuted new products at IWCE, including the motorized Simplicity Top-Down Bottom-Up Honeycomb Shade. It features rails that operate independently for maximum consumer flexibility. The company also showcased its TriLight Honeycomb Shades, which are two shades in one. The top sheer shade offers a light-diffusing view, while the bottom opaque shade provides privacy. “It’s the best of both worlds for consumers seeking light and privacy,” said Dawn Luce from Alta Window Fashions. Coulisse, which is based in the Netherlands and has its U.S. office in Fort Lauderdale, FL, made its fifth appearance at the Expo. Featuring a full line of clean, modern, European-inspired fabrics, Coulisse prides itself on quick delivery to fabricators. Its Twin Pull roller shade won the Best Technical Innovation award in child safety at this year’s Window Covering Manufacturers Association (WCMA) awards. The chainless shade operates easily with a wand. “It was a great idea to open the show Friday evening,” said Jop Vos, managing director. “We had heavy traffic.” DöFix USA, which has its main office in Sanford, MI, showed off a

new floating shade at IWCE, as well as a new shroud tape. “We’re always working on our iron-on products and our popular shading systems,” said director of education Beth Hodges. “They’re easy to fabricate, especially when used in conjunction with the DöFix boiler iron. We stand behind our products because we know they work when they’re used properly. DoFix offers seminars to ensure that its customers know the most efficient construction.” Eisenkolb USA, from Boynton Beach, FL, showed highly automated machinery and equipment for drapery workrooms. The hit of the show was the automated pleater, which calculates the pleats, sets the spacing, hides the seams and inserts the pin in a drapery. “If you can hold the fabric, you can make pinch-pleated draperies by just pushing a button,” said president Will Knieper. “If you do anything workroom related, you need to know about us. We offer efficient solutions that are not available anywhere else.” Steve Wright, president of Forest Drapery Hardware, Cartersville, GA, enthusiastically talked about the new 40mm traversing drapery rods from the Dresden collection. “These thicker rods can handle more weight and are more proportionate for larger, heavier draperies.” The entire Dresden line, from wood to decorative metal, can be motorized. The standard black or white drapery track can be flipped upside down, recessed and house an invisible motor. The company also showed three new roller shades in several new colors. Window Fashion Vision | 27

IWCE 2019 highlights

Family-owned Phifer has been in business for 67 years and has been at IWCE for the last 31 years. Kirsch featured Briza, its first motorized drapery track in 50 years, and the Designer Metals Collection, its best-selling drapery rod collection.

“The feedback on our product has been overwhelming, with people saying we’re the hit of the show,” said Arthur James, president of Progressive Screens. Louisville, CO-based Insolroll offers a full line of interior and exterior roller shades with full motorization capabilities. An emphasis on sun control and decorative aesthetics ensures products are both functional and pleasing to the eye. New at the Expo was a roller shade clutch available in five metal and matte finishes. The company also displayed a new fabric line called Elements, which is available in 14 options. “It was a wonderful show,” said national sales manager Matt Dugger. “We were impressed by the solid traffic and potential leads.” Bill Whyte, general manager of Kirsch, Buford, GA, was excited to unveil Briza, the company’s first motorized drapery track in 50 years, at the Expo. Kirsch also featured the Designer Metals Collection, its best-selling drapery rod collection. “Customers, distributors and designers have had tremendous response to both of these products,” he said. “We’ve been in business 112 years and we are changing to meet the needs of designers, with more contemporary designs and innovative solutions.” Phifer, a Tuscaloosa, AL-based company, is no stranger to IWCE. The company has been exhibiting at the Expo for at least 31 years. This year it featured several new blackout and light-filtering fabrics at the 28 | wf-vision.com | May + June 2019

New from Insolroll: a roller shade clutch and a new fabric line called Elements.

show. They offer various patterns and decorative designer looks. “Phifer weaves all of its fabrics in Tuscaloosa,” said Bill Strickland, senior national market manager of sun control products. “Being American made is a strength. We have a great reputation for quality, service, inventory and supply.” Arthur James, president of Progressive Screens, Sarasota, FL, glowed as he spoke about his IWCE experience. “The feedback on our product has been overwhelming, with people saying we’re the hit of the show,” he said. The company’s MagnaTrack outdoor shade is a motorized retractable screen that uses magnets in the track housing. The magnets are placed at opposite poles, allowing the shade to free-float inward during deployment and retraction. “We’re setting the bar for performance with the system and what it overcomes. It’s changing the world of exterior drapes,” James added. Heath Watson is vice president of sales at RM COCO, Cape Girardeau, MO, a full-service jobber offering decorative hardware, fabrics, trims and a national workroom. He was pleased with the company’s first appearance at IWCE in 15 years. The company showcased the newest lines of its Inspired Living and Finishing Touches collections. It also has its Coco Suites fabric collection

IWCE 2019 highlights

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Window Fashion Vision | 31

IWCE 2019 highlights

TOP LEFT: The active Rowley booth. TOP RIGHT: Texstyle, a division of Rollease Acmeda, took IWCE as its opportunity to reintroduce itself to consumers. RIGHT: John Dobel (right) with ShutterSMART shares how easy fabricating custom shutters can be.

presented in a color book format, making it easy for designers to pick coordinating fabrics for draperies, bedding and upholstery. Mikala Moller, director of marketing for Rowley, Gastonia, NC, was excited that The Finial Company Modern Metal Collection picked up the WCMA award for Best New Style Concept in 2019. Introduced at the show, the mix-and-match collection allows customers to interchange finials, poles, collars and rings for a unique, customized look. The Modern Metal Collection is available in 1 1/8-inch and 1 3/8-inch diameters with three collar designs: modern, transitional and cuff. Plantation shutters are hugely popular right now, and ShutterSMART of Los Angeles, CA, was at IWCE to let window covering companies know how easy fabricating custom shutters can be. Director of Sales John Dobel talked up Woodland shutters, which are made with a poly-coated high-density fiber, as well as the company’s other products. “The No. 1 shutter in the world is an MDF shutter, but ours is stronger,” he said. “Our product (which is all American made) gives wood shutter and blind manufacturers in the U.S. a chance to compete against the Chinese products by building superior shutters in days, not months.” 32 | wf-vision.com | May + June 2019

Texstyle, a division of Rollease Acmeda (which has its U.S. headquarters in Stamford, CT), used its participation at the Expo to reintroduce itself to window fashion professionals. Rollease Acmeda acquired Texstyle in September and has now concentrated all of its textile offerings under the brand. “IWCE has been a great opportunity for us to say here we are, here’s our team, we’re excited to be doing more and bringing new products and getting better capabilities,” said Jessica Bondell, senior product manager of fabrics. Show attendees were among the first to see new textile choices, learn about Texstyle’s printed fabric, preview an updated website and provide feedback on products. Top Window Covering, Oxford, NC, introduced three new products at IWCE. The distressed fabric Pompei is used for roller shades and is available in cream, ivory, white and silver. The textured, transparent Puglia comes in six neutral colors for roller and panel shades. The Eclisse Salsa is available in the double roller. “This was our second year showing at the IWCE and for us, it was an amazing show,” said the company’s Kenneth Clayborne.

IWCE 2019 highlights

The eye-popping Top Window Covering booth attracted many visitors. Unique Wholesale Distributors continued to talk up its rechargeable motors.

United Supply Company has a host of new rods, brackets and other products.

Components from Vako Systems for Your Windows.

Unique Wholesale Distributors, Fort Lauderdale, FL, will celebrate its 40th anniversary in 2020. Salvatore Nocera, senior vice president of sales, spent much of the show discussing what has always made the company an exceptional partner: its high level of customer service and CEO/owner Sam Pampenella’s commitment to keeping inventory level high so products can be delivered quickly. Nocera also talked to customers about Unique’s rechargeable motors for motorized systems, which were released in 2018. “Last year at the show we had a lot of technical questions,” he said. “This year we’ve had some people that have rolled through that have used them and the feedback has been phenomenal.”

you have a curved window, the wall might not be completely plumb and then you’re trying to put a stationary bracket in place,” Parker said. “This gives you a lot more flexibility.”

United Supply Company of Charlotte, NC, showed off several new products at IWCE. Marketing manager Terri Parker called attention to the company’s Select Metal Collection hardware, particularly a 1 3/16-inch rod with rings, and its combination brackets, which have a full round pull in front and traverse rod. The company has new rods to accommodate arched windows and walls with curves and bends, and a new bracket that swivels and is fully adjustable. “A lot of time when

“We are all about efficiency,” said Sharon van Gulik, Vako Systems for Your Window, the Netherlands. “We create systems and products that can help the fabricator or workroom make their processes as fast and efficient as possible, so they save money and time.” The main product categories for the component manufacturer are roman shades, roller shades, drapery hardware and workroom accessories. New at the Expo was a 4-inch hybrid tape that drew keen interest. A cross between a wave and snap tape, it gives curtains more body and lift.

Window Fashion Vision | 33

IWCE 2019 highlights

EXHIBITOR HIGHLIGHT:

COLORFUL COMFORTEX BY GAIL GUTSCHE

well-earned reputation for elegant, innovative and fashionable products and designs has kept Albany, NY-based Comfortex comfortably at the top of the window fashions industry for decades. The company manufactures cellular, roller, sheer and roman shades, along with draperies and valances. But it is the Color Lux program, available in conjunction with all its soft treatments, that sets Comfortex apart. This one-of-a-kind custom window treatment program is designed to make it easy to match window treatments to whatever room décor a client desires. Comfortex hosts an online design, color harmonization and visualization tool that helps designers select colors and designs from a library of over 3,500 patterns and 800 colors. Comfortex has recently enhanced the online tool so that window treatment colors can be matched with over 40,000 paint colors from 21 top brands. “Color Lux is who we are,” says Tom Marusak, co-founder and president of Comfortex, who has been at the helm for 33 years. “Comfortex has taken a leadership role in color harmonization. We can match or coordinate our shades and draperies with a client’s current colors—furniture, carpet, wallpaper and paint. We offer a money-back guarantee that our customers will be satisfied with the color, no matter what.” Developed in conjunction with international colorist Kate Smith, Color Lux for draperies and cellular, sheer and roller shades comes in four preselected designer color collections: Timeless Neutrals, Vivid Expressions, Perfect Pastels and Nature’s Element. A full color deck offers 752 additional colors from which to choose for custom color matching. 34 | wf-vision.com | May + June 2019

Color Lux is available in three fabric choices for cellular shades: linen weave; Boutique, a shimmery fabric with a soft hand; and Verona, which features a corduroy-like pattern. All come in light-filtering or room-darkening options. Fabric choices for draperies include linen or sateen, available in matte or luster finish. Optional 3M Scotchgard protection helps prevent staining and guards against dust. The Color Lux program is so popular among designers and decorators that Comfortex offers a monthly Color Lux University that routinely graduates the maximum class size of 26. There’s something else that sets the company apart: Comfortex practices production on demand, prints its fabrics in-house and only prints what it needs for the specific order. This process reduces waste, eliminates back orders and dye-lot issues, and allows products to be shipped in five to 10 business days. At the International Window Coverings Expo in Nashville, Comfortex unveiled several trend-setting products, all within the Color Lux Design Platform. They included Shangri-La sheer shades in 800 colors; Feather Touch cordless roller shades that operate with the touch of a finger (no matter the size); Aura roller shade fabric, which is offered in 11 designer patterns and available in hundreds of subtle tone-on-tone colorways; Block Ornamental fabric for draperies, a modern collage of up to six integrated patterns that coordinate with the shade of your choosing for an upscale window ensemble; and cord-free roman shades that provide a clean fabric look to the exterior. These products were well-received by the expo’s thousands of attendees.

IWCE 2019 highlights

C U S TO M B O OT S

STOMP OUT the

COMPETITION

ith IWCE traveling to the country music capital of the world, it only made sense to have a cowboy boot contest! In the final hours of the show, a handful of people took to the stage to strut their stuff in their fanciest western footwear. Among the many lovely entries, two pairs of boots stood out as the clear winners. They belonged to Janelle Hampton of Quality Custom Blinds and Window Coverings in Arlington, WA, and Karen Valich of Walls and Windows in Bellingham, WA, who had their leather boots custommade to coordinate with their businesses. Hampton was the one who came up with the idea of having kicks made before the friends traveled to Nashville. She commissioned Elly Maxted with Staplemans Custom Made Boots in Pendleton, OR, to construct them. Maxted also helped Hampton design her boots, which have pointed toes and colorful diamonds interspersed with images of walls, windows and furniture.

“It was a pretty cool process how they measure. They measure just like a tailor,” said Hampton. “It was amazing to watch her lay that

leather down and then just start cutting and laying colors over it.” Valich had a clearer idea of what she wanted her footwear to look like. “I wanted what I call the window babe on my boot,” she said. (The window babe is the illustration from her company logo.) As she and Maxted started working up the image, Maxted expressed concern that the window babe’s glove wouldn’t show. Valich’s suggestion: “Turn the leather over so the suede part shows.” The idea worked perfectly. Her square-toed boots also have fringe and decorative stitching. Neither Hampton or Valich had owned cowboy boots before, but they both love them. “They’re really comfortable once your foot is molded inside there,” said Hampton. “They’re a great way to show off what we do in our industry.” “I will put mine on the counter at Walls and Windows for a while because they look like a showpiece,” says Valich—not to mention a reminder of the pair’s big win at IWCE. z

Window Fashion Vision | 35

INDUSTRY vertilux vantage

THE

VERTILUX

VANTAGE P O I N T

BY GAIL GUTSCHE Vertilux is an international company that embraces European flair. “We are an innovator (that) brings new products into

Neolux is a crossover product that works equally well in

the U.S. market,” says Alex Garcia, the company’s president.

residential and commercial applications. It can be, and usually is,

And right now, the hottest product in the company’s lineup is

motorized. The desire to provide an outstanding motorization

Neolux, a transitional dual shade that features horizonal veins in

experience with this product drove Vertilux to introduce its

contrasting colors that give the shade a striped look. The veins

new battery-operated motor earlier this year. It is also 6Nm, like

fully close for privacy and light control, then open to reveal the

the hardwired product. However, its size makes it the biggest

view when the resident is ready.

battery-operated motor on the market. Garcia expects it will make a huge splash in an already splashy marketplace.

Eduardo Garcia of Bandalux, an indoor and outdoor shade retailer and one of Vertilux’s top customers, says that the pairing

“We were the first company to introduce battery-operated

of privacy and view is what gives Neolux its added value. In

motors, which have the advantage of needing no installation and

addition, “it’s easy to clean, looks beautiful and the stripes are

no installation permits,” he says. “Plus, it’s easy to retrofit existing

perfectly aligned. You can install multiple shades side by side and

blinds with them.”

the stripes will all align perfectly. It’s a superb product.” Vertilux offers a simple home automation system that readily Customers who purchase Neolux are often in the market for

integrates with any other system, making it easy and convenient

a high-end product. But Alex Garcia believes many people will

to operate everything in your home with a tablet, remote control

pay more for a product that inspires them. “It’s important to

or wall switch. This technology, combined with a winning shade

remember that offering innovative and trendy products is also

solution, is set to take America by storm in the coming years.

about increasing profit for retailers and designers,” he added. “Neolux proves the theory that if you offer an innovative product,

“Our experience in Europe and Latin America tells us that Neolux

customers are willing to pay for it. The market is only driven by

and our motors are best-selling products,” says Garcia. “The U.S.

price if you keep offering the same products as everyone else.”

is next.”

It’s no wonder that Neolux now accounts for a whopping 29 percent of overall sales for Vertilux and continues to double every other year. 36 | wf-vision.com | May + June 2019

INDUSTRY vertilux vantage

We see your vision.

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Window Fashion Vision | 37

INSPIRATION competition winners

38 | wf-vision.com | May + June 2019

INSPIRATION competition winners

EnVISION i n g Beautiful Spaces BY GAIL GUTSCHE

One of the highlights of the International Window Coverings Expo is the presentation of the annual VISION Design and Workroom Competition Awards. This year, over two dozen interior designers, craftspeople and motorized window covering installers from across the country were honored for their creative and meaningful contributions to people’s homes and businesses. In this issue, we are thrilled to present the winners of the Design Competition. Workroom Competition winners—as well as in-depth interviews with Designer of the Year Katherine Wozniak of Katherine Elizabeth Designs and Workroom of the Year winner Linda Tully of Custom Coverings—will be published in the July/August issue of Window Fashion VISION.

Window Fashion Vision | 39

INSPIRATION competition winners

Katherine Wozniak Katherine Elizabeth Designs, Barrington, IL Combination Treatments, 1st Place Sophisticated faux silk panels with diaphanous sheers frame the windows in this bedroom. Spring green valances are fastened around the centers with a modern medallion, openweave gold “lace,” beads and jungle-colored silk tassels. The motorized coverings on the trio of bay windows were synchronized to an app to automatically take advantage of morning light and evening views. Silhouette shades offer privacy and diffused light in the bathroom casement windows.

Brenda Smith Interiors by Design, Punta Gorda, FL Combination Treatments, 2nd Place This long, narrow room is accented by tall windows and a high ceiling. Hunter Douglas honeycomb shades, which match the trim, do the heavy lifting for sun and heat control. The drapery panels, which are 141 inches long, were hung just below the crown molding to give the room even more height. The designer chose to use one width of fabric for each grommeted panel. All of them are installed just outside the window frame. 40 | wf-vision.com | May + June 2019

INSPIRATION competition winners

Susan Gailani Gailani Designs, Inc., Naperville, IL Commercial, 1st Place The owner of this event venue sought a fresh look to complement the neoclassic design of its many rooms. Three-finger, butterfly-style pleats are embellished with crystal trim that defines each pleat and adds sparkle. In the banquet hall, sheer, sparkly fabric panels are pulled to the side with tiebacks. In the entry hall, board-mounted panels were installed inside the window niches. The designer and her team tied the treatments in each room together by embellishing the tiebacks with the same trim.

Zahava Schwartz Clear Eyes Imp., LLC, Paramus, NJ Commercial, 2nd Place Sheer draperies are used throughout this renovated wedding venue. In the grand room, the designer developed a system of beaded chains, sewn in the back, to hold each pleat in place as the drapery operates. This system is suitable for traversing and ring-mounted draperies and can be motorized. The bridal sitting room features traditional ripplefold draperies with a private dressing area. Window Fashion Vision | 41

INSPIRATION competition winners

Marni Sugarman Decorating Den Interiors, Riverdale, NY Curtains and Draperies, 1st Place This dining room previously had heavy window treatments that darkened the space. The designer and her team created simple, elegant draperies that brightened the room and complemented the beautiful new wallpaper. Wide linen tape accentuates the rich texture of the silk fabric. Wood hardware features a beautiful gray finish and elegantly shaped finials. A diamond crystal detail is repeated on the tiebacks.

Jessica Deal Fadgen and Fran Healy Sheffield Furniture & Interiors Workroom, Phoenixville, PA Curtains and Draperies, 2nd Place (tie) The client fell in love with the fabric used to create the draperies and that choice drove the cornice design. A textured velvet flat trim was added to the lead edge of the panels for visual interest. Maximizing the width of the cornice board allows the panels to frame the outside of each window. The fabric’s colors enhance the exposed brick and inspired the warm color palette. 42 | wf-vision.com | May + June 2019

INSPIRATION competition winners

HAND-CRAFTED

EXCELLENCE

Watch the video at sarkisstudio.com/story

Yelena Gerts House of Style and Design, Holmdel, NJ Curtains and Draperies, 2nd Place (tie) To create this contemporary, functional and stylish family room, the designer selected white sheer linen drapes with a beautiful blue trim. They are hung on acrylic rods with brass rings and finials. High-performance fabrics make the furnishings appropriate for the client’s large family. For style, the designer combined transitional and contemporary patterns in fun shades of blue. Window Fashion Vision | 43

INSPIRATION competition winners

Katherine Wozniak Katherine Elizabeth Designs, Barrington, IL Decorative Hardware and Trim, 1st Place More than a master bath, this room has become a cherished destination for a client who travels a lot. An arched cornice of hand-rubbed cherry frames the entrance and picks up the undertones of red onyx in the floor. The shape of the moldings on the cornice follow the curve of the bathtub and surrounding cabinetry. The translucent, pleated sheers provide privacy and diffuse light. Champagne-colored cashmere embroidered panels are rimmed with crystal accents, tassels and trim.

Susan Gailani Gailani Designs, Inc., Naperville, IL Decorative Hardware and Trim, 2nd Place This living room boasts a curved wall with a textured copper-and-silver finish and five very tall, narrow windows. The architecture of the room inspired the designer to envision big, bold and bright decorative hardware and trim. Sheer draperies hung under the crowns nearly complement the draperies, making the room look larger. 44 | wf-vision.com | May + June 2019

INSPIRATION competition winners

Gil Breef Shades By Design, Miami, FL Motorized Window Fashions, 1st Place (tie) This design was part of a partnership with French architect Jean Nouvel in his flagship building in New York City. Multicolored Somfy motorized solar shades open to reveal a phenomenal view of the city. They are seamlessly synced with Crestron home automation systems. Sensors detect the amount of solar energy that enters through the window and sends out a wireless signal that automatically opens or closes the window treatments to maximize energy efficiency.

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Window Fashion Vision | 45

INSPIRATION competition winners

Michael Wrusch Michael Wrusch Designs, Palm Springs, CA Motorized Window Fashions, 1st Place (tie) Two large walls of windows feature motorized draperies in this family/TV room. Rods hidden under upholstered, ribbon-trimmed cornices provide a contemporary look. To cut the glare and still allow a view outside, gray architectural net fabric was lined with a sheer, slubbed metallic fabric. The lining reduces the light while retaining the ability to monitor activities outside.

Otto and Kristina Rankin Pacific Shades Custom Design and Automation, Phoenix, AZ Motorized Window Fashions, 2nd Place These motorized roman shades were handcrafted using natural grasses. A variety of styles, textures and colors highlight the client’s eclectic furnishings. Room-darkening treatments in the master bedroom and topdown, bottom-up shades in the master bath provide both privacy and beautiful views of the Catalina Mountains and Sonoran Desert. 46 | wf-vision.com | May + June 2019

INSPIRATION competition winners

Lori Yanez & Diane Ten Broeck Sheffield Furniture & Interiors Workroom, Phoenixville, PA Specialty Window Fashions, 1st Place The quatrefoil pattern of the custom Tableaux window grille was inspired by this client’s favorite necklace. The double-width stationary side panels provide color and pizazz. A PowerView Silhouette shade is installed on the lower part of the window, and frosted window cling film was applied directly to the glass for clean lines and a fresh look.

Debbie Hall Designer Draperies and Innovation, Hainesport, NJ Specialty Window Fashions, 2nd Place (tie) This beautiful and spacious master bath is located at the front of the house, which created a privacy challenge for the designer. Privacy and sun control were addressed with 3-inch Silhouette shades by Hunter Douglas. The arched, tailored balloon shades lend softness to the room. The elegant fabric gives this bathroom a spa-like feel. Twisted welt along the top edge adds beauty, while the tassel trim along the bottom lends depth. Window Fashion Vision | 47

INSPIRATION competition winners

Sharon Falcher and Sherica Maynard Decorating Den Interiors, Lithonia, GA Specialty Window Fashions, 2nd Place (tie) The homeowner requested timeless treatments on this grouping of three towering windows. The designers added long, draped panels that give the illusion of two large windows. Four panels are hung high on a wooden rod finished in deep brown and brushed gold, which accents the adjacent windows and doors. All of the draperies are stationery to preserve the magnificent view.

Lori Yanez and Paige Patterson Sheffield Furniture & Interiors Workroom, Phoenixville, PA Top Treatments, 1st Place The room is a country-living dream: rough-hewn stone, aged wood, rich leather and colorful rugs that combine to create a comfortable gathering place. Three French doors are clad in Ralph Lauren plaid draperies, which are complemented by faux-leather cornices with nailhead trim. The fabric used on the drapery panels is repeated on the back of the bar stools.

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INSPIRATION competition winners

Jessica Deal Fadgen and Fran Healy Sheffield Furniture & Interiors Workroom, Phoenixville, PA Top Treatments, 2nd Place (tie) To make this room feel more expansive, the valance was mounted to the soffit, which maximizes the amount of light coming in while allowing enough drop to show the richness of the fabric. The result is a British country atmosphere that is warm, welcoming and elegant.

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INSPIRATION competition winners

Leigh Anderson Willow Drapery and Upholstery, Glenview, IL Top Treatments, 2nd Place (tie) Arches of different heights break up the valance’s 14-foot width and add visual interest, while box pleats provide a vertical element that keeps the ceiling from appearing too low. Luxury ribbon trim expertly applied along the bottom hem adds contrast. Eight-inch returns leave room to accommodate existing Hunter Douglas Luminette blinds, which are hidden by the valance.

Yelena Gerts House of Style and Design, Holmdel, NJ Whole Room Integration, 1st Place This client’s wish was to make their home look like a luxurious boutique hotel while keeping everything light in color, shape and form. The minute you open the door, your eye immediately takes in the entryway, sweeping staircase and many design elements. A favorite element of the designer is the gorgeous, understated wool window panels, which have an impossibly soft drape and elevate the eye to the very top of the tall ceiling. 50 | wf-vision.com | May + June 2019

INSPIRATION competition winners

Suzanne Hynan Interior Spaces LLC, White Bear Township, MN Whole Room Integration, 2nd Place (tie) Tab top panels secured with Velcro solved the problem of hanging panels on this rod—an existing piece of art owned by the client—which does not have removeable finials. The semi-sheer panels create an airy feeling, while the pleated shades provide privacy and light control.

Marni Sugerman Decorating Den Interiors, Riverdale, NY Whole Room Integration, 2nd Place (tie) The client requested a beach-inspired retreat where she could enjoy relaxing with her children and entertain. The design team refaced the fireplace with stacked stone and a natural wood mantel, making it the focal point in the room. Beach-inspired accessories include coral, sea glass, shells and natural stone. The natural color palette and ample use of texture complete the casual, comfortable look.

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INSPIRATION outdoor living

U N D E R S TA N D I N G

Performance Fabrics BY KATHRYN DILLON

n industry-wide definition for performance

Bella-Dura and Revolution Performance Fabrics are made from

fabric is still in the making, but what consumers

the olefin family of fibers. Bella-Dura is woven with a proprietary

want is textiles that will withstand the hustle

polyolefin fiber and Revolution uses olefin. These fibers are like

and bustle of family life, pets and entertaining.

acrylic in that they are solution dyed, resistant to fading, water

They want fabric that is easy to clean without

repellant and can be cleaned with a 10 percent bleach to 90

showing stains, one that is odor and fade resistant, and easy

percent water solution. Olefin by nature is an anti-pill fiber and

on the environment. Fabric manufacturers are busy creating

does not sag like acrylic may.

and researching the fibers and processes used to create more sustainable textiles. Each company has proprietary chemistry that distinguishes their performance fabrics from the next one. It’s important to note that not all performance fabrics are suitable for outdoor use, but many are. As designers and fabricators, we need to stay informed in order to educate and offer the best solutions to our clients. I will do my best to provide definitions to performance fabric terminology, explain different fabric finishes and their limitations, and discuss things to consider when specifying textiles for projects. Let’s get started!

BRANDS AND THEIR FIBER TECHNOLOGY

Both Sunbrella and Outdura are made with fibers that are 100 percent solution-dyed acrylic polymers created by blending UVresistant pigments together to create an acrylic solution before it even becomes a fiber. This blending process is what makes acrylic fabrics fade resistant and bleach cleanable. (Acrylic fabric, by nature, is mold and mildew resistant and water repellent.) The fiber is then cut, baled, blended, spun into yarn and woven into fabric. Acrylic fabrics can stretch if they are not densely woven and will stain unless they are treated with stain-repellent chemicals, most often polyfluorinated chemicals (PFCs). Once an acrylic fabric is washed, it will have to be retreated in order to be stain repellent again.

The distinguishing factor to Bella-Dura is that during the solution phase, it is infused with silver ion technology making it anti-microbial and mildew resistant. Bella-Dura will have to be retreated when washed to regain its water repellent property. Revolution fabrics are an upcycled byproduct of oil refining and natural gas processing, to create olefin. Olefin fibers are inherently stain resistant, so they should not be treated with PFCs. These products will wear off over time and when the fabric is washed. Additionally, the company is finding that sprayon products can cause the fabric to break down more quickly.

FINISHING TECHNOLOGIES Finishing technologies are processes that are applied topically to fabrics to enhance the properties to a textile, such as making it stain resistant or water and oil proof. Scotchgard by 3M and Teflon by DuPont The first stain-resistant products were developed in the early 1950s for use on textiles and non-stick cookware. By 1976, it was discovered that perfluorooctanoic acid (PFOA), which created the stain-resistant properties, was found in drinking water in 27 states and could be linked to several birth defects and liver damage. Teflon was pulled off the market and Scotchgard was reformulated. Duragard A chemical finish that is applied on the surface of the fabric to create an invisible layer of protection that prevents liquids or stains from penetrating the fiber. This makes cleaning fabric with soils and stains much easier.

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INSPIRATION outdoor living

ABOVE: Fabric: En Vacances from Brunschwig & Fils. Photos courtesy of Kravet, Inc.

LEFT: Performance fabrics from Groundworks, Kelly Wearstler Terra Firma II. Photo courtesy of Lee Jofa.

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INSPIRATION outdoor living

Photo courtesy of Crypton

THE APPLIED:TEXTILES FAMILY OF FINISHES Alta Technology applied:textiles has created customized application-based chemical recipes to simplify specifying textile finishes for

Photo courtesy of Crypton Crypton Outdoor This is the same applied finish as Crypton. It also includes enhanced odor, mold and mildew protection and UV-resistant fibers that resist fading for at least 1,000 hours.

the needs of your clients’ end use. They bundle applications

Crypton Home

to deliver performance and cleanability, so you choose the

Crypton Home is processed using the Crypton chemistry

properties most needed for your textiles. Each bundle has a

without the integrated moisture barrier and should be specified

list of properties included in the chemistry recipe that will be

for indoor residential environments.

applied to the textile. The bundles may include UV protection, moisture barriers, antimicrobials, acrylic backing and punctureresistant backing, to name a few. Some of the bundled options are for healthcare, senior living, hospitality, outdoor, drapery, residential upholstery, mattresses and headboards.

Nanotex This is a process applied to fabrics that uses billions of tiny fibers that are embedded into traditional materials like cotton, linen, synthetics and blends to produce water-repellent and stainresistant fabrics. The fibers or “nanowhiskers” are made from

Dura-Block

topically-applied fluorite, which increases the density of the

A 100 percent polyester backing that creates a breathable

fabric and makes it water resistant. The fluorine causes liquids to

barrier to protect any fabrics that needs a liquid barrier, similar

bead up on fabrics but is not a moisture barrier (that’s Crypton).

to Crypton’s moisture barrier technology.

The Nanotex finish will last for around 50 home wash cycles

THE CRYPTON FAMILY OF FINISHES Crypton This is an applied process to an already woven fabric. The fabric travels on rollers through a complete immersion bath where it is coated with a customized solution. From here, a thin membrane layer is applied to the back of the fabric to ensure it is waterproof and oil repellant. The use of high temperatures during the drying process integrates rather than laminates the moisture barrier to the fabric so it will not separate or change the natural hand of the fabric.

before its effectiveness is lost. In 2014, Crypton bought Nanotex from applied:textiles. Both companies retained the right to use the product for different markets until 2017, when Nanotex became available exclusively from Crypton. applied:textiles is a textile technology company with an independent textile testing lab. They have the capability and expertise to run rigorous testing on textiles and apply finishes to textiles to increase their performance. Nanotex was one of the performance finishes applied:textiles was contracted to apply topically to COM fabrics. Alta Technology was created by applied:textiles to provide another option to the Nanotex finish and to not lose that segment of business.

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INSPIRATION outdoor living

Revolution waterfall samples. Photo courtesy of Anderson Gibbons, Revolution Performance Fabrics.

TERMINOLOGY Lightfastness or Colorfastness This is the degree to which a dye resists fading when it is under constant light exposure. It is rated on a scale of one to five. One means there is high degree of fading or very poor colorfastness; five means there is no fading of the color or very good colorfastness. Non-Leaching This simply means nontransferable, which is crucial when applying antimicrobial finishes to textiles. In healthcare, for instance, it’s important to use textiles that are odorless, colorless, safe, durable and don’t transfer toxins to the skin or the environment. A non-leaching microbial creates a barrier on the surface of the textile that does not allow microbes to penetrate the surface or spread to the environment. The textile industry has changed dramatically over the past 50 years as we have learned more about the toxic footprint and huge amount of natural resources required to produce textiles to meet the demands of a growing global population. I have been impressed by the attention Sunbrella, Outdura, Bella-Dura,

Fabric: En Vacances from Brunschwig & Fils. Photo courtesy of Kravet, Inc.

Crypton, Applied:Textiles and Revolution Performance Fabrics have given to developing textiles that are GreenGuard certified and avoid the use of POPs (persistent organic pollutants). Textile technology and innovation takes time and is a process. I hope you are inspired to search manufacturers’ and vendors’

applied-textiles.com bella-dura.com

websites and ask the questions needed when you have clients

crypton.com

with very specific textile and environmental requirements.

outdura.sattler.com

Each company has been very helpful through the years when I have contacted them for information about the technology, processes and chemistry necessary to create their products.

revolutionfabrics.com sunbrella.com

I encourage you to get familiar with the properties of different fibers and fabric finishes available so you can help your clients make the best performance fabric decisions for their spaces. z Window Fashion Vision | 55

INSPIRATION outdoor living

H E

S A I D ,

SH E

S A I D :

Finding Profit on Both Sides of the Window Two of your favorite window coverings professionals—LuAnn Nigara of Window Works and O’D McKewan of Window Covering World—discuss the multiple benefits of offering outdoor products.

HE SAID: O’D MCKEWAN Are you the typical one-sided designer? By that, I mean a designer who only designs and specifies window treatments for the inside of a home or business? Guess what? There is a great big world of opportunity on the other side of the glass. If you are only offering your clients the option of interior window coverings, you are missing out—the outside, that is. Exterior shading solutions are a big business, and a fairly lucrative one as well. They are generally two to three times the cost of interior shades and offer a number of benefits that interior shades do not. Almost all of them can and should be motorized. With summer just around the corner, adding any of these items can really make a difference for you and your clients. 56 | wf-vision.com | May + June 2019

SHE SAID: LUANN NIGARA Your existing customers are pure gold waiting to be mined for future sales. You don’t have to spend marketing dollars to find them. They are more likely to make the buying decision in fewer visits. They already know, like and trust you, which is key to getting consumers to buy from you over and over again. In order to sell more things to the same people, you need to consider what complementary products you can offer. If you aren’t already, I suggest you add exterior products, which we’ve been selling at Window Works since 1983. The demand for exterior products has never been higher. Outdoor kitchens, man caves and firepits are not just for the super wealthy. Everyone is looking for ways to entertain outdoors and be comfortable while doing it. So what products can you offer to capitalize on this growing trend?

INSPIRATION outdoor living

HE SAID: EXTERIOR SHADES One of the most common exterior products is shades. There are some very practical reasons your clients may need shades for their home. They may be concerned because the summer sun and/or heat is so intense that they have to close their blackout shades just to be comfortable. Exterior shading solutions offer great heat reduction from direct sunlight. By using any exterior-style shade, you are greatly reducing the amount of heat that hits the glass. A solar screen mounted on the outside of a home offers a higher heat reduction than the exact same fabric mounted on an interior solar screen. Thus, the heat transfer into the room is reduced. Exterior screen shades can be mounted on a wall and cover multiple windows. With today’s technology, you can cover up to a 40-foot-wide opening with a single exterior shade. They can also be mounted on roofs to cover skylights and sunrooms. Exterior shades usually still allow the client to maintain their views. They leave the interior of the rooms without big or bulky hardware. Another benefit is that you can still sell your beautiful interior shades more for aesthetic purposes while meeting your clients’ functional needs on the outside of the room. As more and more homes are being built with exterior living spaces and sliding or folding walls of glass, many of my clients want and need exterior options.

SHE SAID: EXTERIOR SHADES We often meet customers who have spaces that require the function and benefits of a window treatment but not the aesthetic of one. In this case, look outside for the solution. Exterior shades are mounted outside and operated remotely from inside, leaving the interior uncluttered by shades, drapes or blinds. The customer has protection only when needed, leaving the interior crisp, clean and designed as intended. An added benefit is that outdoor shades are also effective for mild temperature control because they reduce the amount of heat entering the room. We have also used outdoor shades for their room-darkening quality so the big game or a summer movie can be seen in an outdoor room. In addition to the home, exterior shades can be used on porches and patios.

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INSPIRATION outdoor living

HE SAID: FIXED AWNINGS

SHE SAID: RETRACTABLE AWNINGS

Fixed or ornate awnings are the kind that are permanently mounted above the window or door and are non-movable. They are designed to cast a shadow on the window that helps block direct sunlight from hitting the window during certain times of the day. This can reduce glare and heat from entering the window. They can also offer protection from drizzly spring and fall days.

Retractable awnings are a fairly easy entry-level product to begin your foray into outdoor sales. Installation is not overly complicated for experienced, knowledgeable installers, even if it is a new product line for them. As long as they have a solid foundation in basic construction, a good team can take on awnings.

If you are considering adding awnings or other outdoor products to your lineup, check with your local licensing department and see if any of these products require a special license or permit to sell or install. It’s also a good idea to look for other local companies that are already in this business. You can talk with them about starting a referral business if you are offering complementary products. You may also be able to subcontract some of the work of installing awnings and other outdoor products to them.

As far as selling them, I recommend only offering the best quality awnings, which for us at Window Works means KE Outdoor Design, Eastern Awning and Eclipse Shading Systems. Just like in window treatments, I believe there is no need to even attempt to compete with the mass sellers. Offer, sell and install high-quality products and leave the low-end brands to the box stores. Retractable awnings can be face mounted or roof mounted. Quality units come in widths all the way to 46 feet and are most often motorized. High-performance Sunbrella fabrics are appealing and stand up to the sun’s harmful rays for many years. As an add-on product, retractable awnings can have drop-down screen shades mounted directly to them, offering additional protection from sun coming in the sides of the awning.

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INSPIRATION outdoor living

HE SAID: EXTERIOR PERGOLAS Exterior pergolas are permanent structures that generally require contractors and special permits, so I won’t go into much detail about these. However, if a client already has an exterior pergola, there is a great opportunity to help them with exterior shading. Most pergolas have spaced woodwork above that allows sun and rain to reach into the structure. This is where you can offer roman-style pergola shading or exterior sunroom shading systems. Another opportunity with pergolas or any outdoor patio structure is using exterior drop-down solar roller shades to block the heat and glare from sun coming in at lower angles, or draperies to enclose an exterior area for privacy.

SHE SAID: RETRACTABLE ROOMS The Gennius awning by KE Outdoor Design is the new breed of retractable awnings because you can truly create a room where there wasn’t one outside. Unlike the standard retractable awning, this product is specifically designed to withstand rain, snow and even cold with the addition of side panels, zip screens and heating units. The Gennius can have both a Bose sound system and lighting system integrated into it. It has its own gutter system to offload rain and melted snow. This product is surely popular for residential properties, but the potential sales to the hospitality industry are remarkable. We have completed installations for numerous restaurants, hotels and country clubs, giving each the ability to offer outdoor dining and entertaining in any weather. When an establishment has a Gennius, it can confidently book both the outdoor space and indoor space months in advance. It is no longer necessary to leave an inside ballroom or the like available in case of bad weather. This dramatically increases revenue for these businesses, making the Gennius a value that is hard to deny. z

Morgik Metal has been serving the trade for almost 40 years with the finest custom curtain hardware available. We take great pride in our ability to work closely with interior designers, decorators, fabric workrooms and architects in manufacturing custom curtain hardware to meet your exact requirements.

TEL: 212-463-0304 FAX: 212-463-0329 SALES@MORGIK.COM WWW.MORGIK.COM MADE IN AMERICA

WHY ADD OUTDOOR PRODUCTS? Outdoor living is a growing category and may be able to help your business reach a new audience. In a recent survey of 3,000 homeowners, the nonprofit Home Improvement Research Institute (HIRI) predicts outdoor home improvement projects will increase in the first half of 2019, and notes that outdoor living purchases have been growing since 2015. Also, according to HIRI, while the Northeast and South continue to lead the way in outdoor living projects (two-thirds of respondents plan a project this year), the Midwest showed an uptick of 3 percent over 2018 in planned outdoor projects. Purchasers of outdoor product tend to be younger. Thirty-nine percent are between the ages of 35 and 54. They have higher incomes and higher education levels than buyers in other categories (47 percent have a college degree and 19 percent have an advanced degree). In terms of gender, 57 percent are male and 43 percent are female. —Gail Gutsche Window Fashion Vision | 59

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INSPIRATION outdoor living

Wind-resistant outdoor curtains, patio and pool design by Melissa Hammann for Riviera Décor. This project tied for second place in the Curtains and Draperies category of this yearʻs Workroom Competition Awards. All photographs courtesy of Eddie Seal Photography.

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INSPIRATION outdoor living

OUTSIDE SUCCESS with Outdoor Draperies

BY SOPHIA BENNETT

he Texas community of Corpus Christi is a renowned outdoor playground. Located on the Gulf of Mexico, it’s a top destination for college students on spring break and families looking to beachcomb and look for shells. It has a robust windsurfing community and is also popular for boating, fishing and bird watching. A mild climate means people visiting the community’s many resorts and vacation homes can enjoy Mother Nature year-round. Most locals have a pool or a boat in an abutting canal, as well as space for games, cooking and relaxing around a firepit.

Given the overwhelming popularity of outdoor living in the region, it’s no wonder Melissa Hammann with Riviera Décor has found great success creating exterior draperies and soft furnishings for local residents. “I love outdoor spaces and my clients do too,” she says. “For us, it’s an escape. It feels like you transport yourself because you go into a resort almost when you step outside.” Hammann believes the outdoor living vertical is growing even in places where lounging by the pool isn't possible all year. In addition to being a special place where people can spend time with their families, homeowners are realizing well-appointed patios and yards can bring a monetary gain at some point. “It does bring value to the resale of a home because I do think it’s in people’s minds that perceived living space is as crucial as the actual living space,” she says. “If your backyard space has a deck or the patio is finished, it’s perceived to give extra value to the homeowner.”

Hammann has had over 15 years to watch this industry grow and flourish. She started her career as an educational diagnostician, a position similar to a school psychologist. When she had her own children, she wanted to be home with them, so she left education and turned her attention to homemaking. At that time, one of her goals was to make her backyard a comfortable and attractive extension of the house. (The family’s home is adjacent to the ocean, so it’s visible to anyone walking or sailing by.) Between raising her four kids, she made draperies and partitions for the patio and pool area. As soon as her neighbors saw them, they wanted to know where she’d gotten them. When they learned she’d made them, they wanted to know if they could order their own. Just like that, Hammann had a whole new career. “I thought, ‘If I’m going to do this, I’m going to do it right.’ You only get one chance to make a good impression,” she says. Many of her clients need help with second homes, and they tend to be very sophisticated consumers with high expectations for quality. She enrolled at the Custom Home Furnishings Academy, then earned a degree from the New York School of Interior Design. In addition to her design education and her ongoing participation in groups like the Window Coverings Association of America, Hammann credits her success with outdoor draperies to a proprietary system that allows her to create curtains that put safety first—something every window fashion professional should keep in mind when designing for outdoor spaces. In Corpus Christi, it’s not unusual for wind gusts to reach upward of 80 miles per hour. People had tried putting weights in the bottom hem of their outdoor curtains to hold them down, but those heavy objects

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INSPIRATION outdoor living

Open-pole swags with gold-leaf cartouche. First-place winner in the Curtains and Draperies category of the 2018 VISION Workroom Competition Awards. Fabrics: Catania Silks. Pattern: Milano Milano. Color: Umber. Pattern: Silk Dupion. Color: Anderson Gold.

become projectiles when the wind is high. There was a local case of a child being injured when the drapes acted like an untethered sail and whipped around during a storm. “Everything we were hearing says tie the drapery down, but if you do that, it creates the sail effect and wears the fabric down,” Hammann says. “What should last 15 years will be destroyed in two years.” Hammann’s husband is an engineer, and he put his knowledge to work to help her design outdoor draperies that would work with the wind, not against it. Curtains made with that process will be a primary focus of her forthcoming subsidiary business, Riviera Outdoor Décor. “Outdoor living requires a very different perspective than what you would think for interior products,” Hammann says. “To make outdoor curtains, you really need a knowledge of wind gusts and how to engineer your drapes to properly channel the air to lessen the sail effect.” When it comes to creating cushions for couches and chairs, “some workrooms think you need to cover them with foam and plastic, but you also need to allow for the water to pass through and not trap it. When you construct the cushions, you need to give them enough of a dome that the water does not stay on the cushion but rolls off.” She also finds there’s a certain seasonality to outdoor furnishings. Clients often want one set of products for summer and another set for fall. “You’ve got to take the cushions off anyway to wash them,” Hammann points out. “During the summer we use a lot of cool colors like blues and whites. During the fall we bring in more earth tones. So make sure you sell for the seasons.”

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When she does interiors, Hammann is still getting lots of requests for formal draperies with plenty of “whoop-de-do,” especially for two-story windows. Clients are also very interested in plantation shutters. “Roman shades are huge everywhere else, but not in our area,” she says. “In 15 years I’ve made maybe 15.” Although she’s happy to talk about trends in products and business, one of the things Hammann observed early in her design career was that it was less important to understand the overall direction the industry was going and more important to develop a deep knowledge of the needs within her marketplace. “When I started this business, I thought to grow I needed to follow other models that I thought were successful. It wasn’t until I started studying my market and my demographics and really knowing who my competition was—and how to differentiate myself from them and what value I bring to my clients that my competition doesn’t—that I started to be successful.” Similarly, she encourages designers not to think there’s one cookiecutter formula for success with marketing. “In our business, there are people who think it’s one way of marketing or one way of doing business for everybody. But people don’t realize that there’s something different about every market and every ideal customer in that market.” Hammann does, however, encourage people to embrace digital marketing whenever possible. “A lot of people are still thinking you need to market like you did 20 years ago,” she says. “But this is a totally different market, and you should try to understand it and embrace it. We now have a lot of opportunities to get our brand out there and control more of the marketing process than we used to.”

INSPIRATION outdoor living

ORION

ORNAMENTAL IRON, INC.

French Double Rod with Return

Orion has introduced Double French Rod with return that can be customized for Bay windows where the beautiful drapes can be hang on the front rod and the light weight sheers for the back one. This can be done with any size diameter rods starting from 1/2” to 3” round Hollow rod. This design can be customized with different shape by matching the templates. Arched, slouch panels with a contrasting cuff on medallions, pleated to pattern. Fabrics: Sargent Catania Silks. Pattern: Hawaiian stripes. Nickolas Hardware: Finestra Hardware. COM fabric, sheer, table linens and slipcover.

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

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INSPIRATION trends

Oceano from Brochier is a multilevel jacquard velvet that is further enhanced by overprinting. Expect to see more and more of these “complex” velvets that combine multiple techniques.

Tigris Shag from Jim Thompson features an extra-long loop in the two-pile height that is cut to provide the fringe effect.

ABOVE LEFT: The Voyager collection from James Hare included several lovely embroideries. Most are fairly classical, but Fuji is a more graphic departure for the brand and the one most in keeping with the heavy-embroidery trend. ABOVE CENTER: Les Fleurs du Bengale from Braquenié is a perfect example of the pattern-by-embroidery trend. The design is an updated version of a classic 19th-century indienne from the company’s archives and was originally hand block printed on cotton. LEFT: The new Orchestra collection by Wind includes a couple of great looks, such as Guitar, with its fun and fuzzy weft insert, and Djembe, a richly textured, handwoven design that incorporates a variety of yarn styles. 66 | wf-vision.com | May + June 2019

INSPIRATION trends

From Paris with Love BY SUSAN SCHULTZ

Dedar introduced 10 yarn-forward fabrics in an all-neutral palette in its Texturologie collection. The main fibers include cotton, linen, wool and alpaca. Viscose is employed in bouclés, chenilles and other constructions that celebrate irregularity. From top: Hibou, Artemidor and Ezra; bottom left, Smilla; and bottom right, Atlas.

aris Déco Off (PDO) started 10 years ago as an opportunity for textile brands with a Paris showroom to capture the attention of designers in town for Maison&Objet. Since then, it has become a must-see event in its own right. Fabric brands from across Europe, as well as some from the U.K. and the U.S., see it as the launchpad for their new collections. And as PDO’s popularity has grown, wallpaper, lighting, passementerie, furniture and other interior décor brands have found ways to participate through pop-ups, collaborations and other creative partnerships.

But the main focus of PDO remains textiles, and if you’re interested in the latest trends—whether in terms of color, pattern, fabrication, fibers or technology—there’s really no better place to start off your year than January in Paris.

VELVET NO LONGER UNDERGROUND

There’s been a recent resurgence of velvets, but this year’s PDO was proof that this trend is here to stay. The first wave of the velvet renaissance was the introduction of velvets in constructions other than the cotton/viscose that had become standard over the past decade or so. Instead, companies were bringing out velvets that are 100 percent linen, super-plush mohair, all-cotton and even products meant for the outdoors. The popularity of these introductions led to more velvet developments, including innovative blends that took advantage of new textile technologies. There were fabrics that could be digitally printed without losing their supple hand, or velvets that, due to a special yarn construction, resist creasing.

Textile designers are obviously having a fantastic time playing with some of this new tech. They are combining multilayered velvet constructions with different yarns, employing ultra-long loops and closely cut piles, and exploring interesting print techniques.

YOU GOT IT TWISTED

Anyone who’s ever “shopped” the hanging samples in a showroom by running their hand along them understands that texture is an incredibly important aspect of fabric specification. This need is being satisfied by the growing number of innovative fil coupé and bouclé fabrics being introduced. Again, it’s some of the behind-the-scenes advancements in fiber development and textile manufacturing that have made this possible. But that is a whole separate discussion. Thanks to those, there are some wonderfully complex and creative fabrics now available.

ALL STITCHED UP

Another significant trend is that of full pattern coverage via embroidery. Unlike the delicate floral sprays on silk taffeta, or the small touches of embroidery placed over printed or woven patterns that most think of as embroidered fabric, many of the high-end fabric houses featured designs where the entire pattern is comprised of embroidery. This dense coverage, often in chain stitch, straight stitch and satin stitch, creates both graphic and traditional patterns that previously would have been printed or woven. This adds weight—both actual and visual—to the patterns, while increasing the tactile element and the overall value—real and perceived. While this approach is currently limited to the upper end of the market, the rapid advances in textile technology mean a trickle-down effect is likely. z Window Fashion Vision | 67

INSPIRATION trends

A VIEW FROM THE HOME FRONT:

Color Your World BY KATHY WALL

he early 2019 home and design trade shows had rainbows leading right up to their front doors. However, instead of ending at pots of golds, hues from across the color spectrum were splashed on everything from appliances to faucets to floors. While the long-popular variations of classic tan and gray tones were present, the show floors at the International Surface Event (commonly referred to as Surfaces), Las Vegas Market, and the Kitchen & Bath Industry Show (KBIS) and the International Builders’ Show (held concurrently during Design & Construction Week in Las Vegas) were buzzing about the lively lusciousness at every turn. Our experience made it clear that color is one of 2019’s biggest trends.

A standout from Crossville Inc.’s exhibit at Surfaces was Retro Active 2.0, a

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versatile porcelain tile collection with fashion-forward colors, patterns and size options for walls and floors. We especially liked the colorful backsplash combo of Gulf Breeze, Racing Green, Royal Navy and Empress White. Here’s a plus: These commercial and residential designs are domestically made in Tennessee. Faucets from GROHE at KBIS reminded us of a fistful of Skittles. They were so much fun that one could imagine punch flowing from them instead of water. Smeg, an Italian appliance manufacturer, created a runway-worthy statement with their vividly adorned Dolce&Gabbana collection. If the full array of range, fridge and hood is a bit much for your tastes, you can accessorize using designer touches of small appliances, including a stand mixer, blender and toaster available at Neiman Marcus. z

INSPIRATION trends

TOP & LEFT: From the Carretto collection, a collaboration between Smeg and Dolce&Gabbana. ABOVE: Faucets by GROHE. RIGHT: Crossville Inc.

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INSPIRATION trends

New Orleans Traditional Home Showhouse Guest House designed by Lisa Mende of Lisa Mende Design. Frida Kahlo by artist Ashley Longshore. Photo: Christina Wedge.

The Rio Collection by U.K.-based Prestigious Textiles celebrates color and pattern with cut and uncut velvets for a 3D effect. The pompoms and brightly colored tassel fringe add playfulness.

WALALA X PLAY installation by Camille Walala at the NOW Gallery in Greenwich, London. Photo: Charles Emerson.

ABOVE: Sasha Bikoff’s Memphis movementinspired staircase at the 2018 Kips Bay Decorator Show House. Photo: Nick Sargent. RIGHT: Charlotte living room designed by Lisa Mende of Lisa Mende Design. Photo: Dustin Peck Photography. 70 | wf-vision.com | May + June 2019

INSPIRATION trends

TO W A R D

U T O P I A:

Dissecting Heimtextil’s Vision of the Future BY JANA PLATINA PHIPPS rends are fascinating because regardless of our differences, they emerge as a common theme related to the cultural zeitgeist or “spirit of the time.” Trends don’t have a clear beginning or end, but trickle into our subconscious, affecting our personal and work lives. As design professionals, our aesthetics and those of our clients are affected whether we ascribe to trends or not. No one wants to be “trendy” (well, maybe our kids), but if you deconstruct the trend, it’s related to a lifestyle shift. Understanding the attributes behind them is definitely cool and good business.

At the 2019 Heimtextil fair in Frankfurt, the Trend Space, which showcases relevant global meta topics influencing product design and innovation, had “Toward Utopia” as a theme. Caroline Till, co-founder of Franklin Till, a futures research and creative agency in London, lead the team that developed the main theme and said, “Toward Utopia attempts to answer how our highly connected lifestyle is impacting our emerging design landscape, how design is offering solutions and impacting evolving taste in colors, patterns and aesthetics.” Here are some of the ways that vision is having a tangible impact on design.

PURSUE PLAY: FORM

Responding to tumultuous times— political and financial—and environmental uncertainty, society is accessing “play” as both a means of escape and igniting creativity through playful experiential

learning in immersive environments. Michael Rossmann of Germany-based PAD Concept fabricates collections with colors, patterns and materials so people can create their own happy space. Many other designers are producing work without inhibitions, experimenting with bold colors and mixing naïve materials to inject projects with sensual delight and humor. Sasha Bikoff creates a “creative oasis” for her clients with playful elements. Her Memphis movement-inspired staircase was the most Instagrammed design moment of the 2018 Kips Bay Decorator Show House.

The Lokken pouf by PAD Concept.

PURSUE PLAY: COLORS

The palette of Pursue Play consists of highly saturated primary brights with pastel pink and lilac for complexity, anchoring the mix with black for a Memphis mood.

Charlotte-based interior designer Lisa Mende with Lisa Mende Design sees her work relating to the Pursue Play theme. “I use bold color and pattern in my designs because they have the power to create what I call ‘happy spaces,’” she says. “I gravitate toward whimsical art, pattern play with textiles and unique accessories that make you smile. With job stresses and the daily emotional ups and downs, I feel we need to have environments where we can feel playful and let all that go.”

PURSUE PLAY: INTERACTION

These Instagram-worthy spaces draw us in and inspire us to collaborate with our playful environments. The art world is taking a symbiotic role, popularizing exhibitions and installations that encourage participants to jump right in—in high contrast to traditional gallery settings. Camille Walala’s interactive labyrinth is an explosion of color and pattern, creating a “temple of wonder” for mindful experience. The Color Factory is an interactive exhibit that debuted in San Francisco in 2017 and evolved to a pop up, selling out daily in New York City. Artists and makers collaborated to create enveloping environments that invite curiosity, discovery and play, engaging all of the senses. z

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In Our Next Issue… The July/August issue of Window Fashion VISION will include the annual Industry Resource Directory, considered the go-to reference manual for everyone in the window coverings industry. Don’t miss this guide to everything your business needs to be successful.

ALSO IN THE JULY/AUGUST ISSUE: The winners of this year’s VISION Workroom Competition awards, including an in-depth interview with Workroom of the Year recipient Linda Tully of Custom Coverings (this page showcases just one of her award-winning designs).

What makes a drapery business successful enough that it can stay in business for 50 years? How do you continue to adapt and meet the needs of

modern consumers, especially in today’s rapidly changing environment? Bruce Bernstein, owner of Sunshine Drapery & Interior Design in Maryland Heights, MO, provides perspective on those topics and more on the company’s golden anniversary.

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Articles inside

Men Are on a Mission, Women Are on a Journey

Grace Note

Spotlight on Nashville Designers

The Learning Zone

An Opening Night to Remember

And the Winners Are

Star of the Show

With Three Ways to Search, Where Is Digital Marketing Headed?

IWCE Rocks Music City