Window Fashion VISION Magazine: September/October 2022 | Volume 44 Issue 5

COLOR MAKES A

COMEBACK

VOLUME 44, ISSUE 5 SEPTEMBER + OCTOBER 2022

Bold Hues, Bright Prints & Colorful Patterns

Discover Your Color World 20 Under 40 Awards A Glimpse Behind Competitors’ Curtains Hardware Highlights

SMART WINDOW COVERINGS

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Discover more

Coulisse presents MotionBlinds Coulisse’s

advanced

systems

making life easier, safer and more convenient. feature

This makes our technology a must for any

MotionBlinds smart technology that is

smart home ecosystem. Easy, reliable, future-

compliant with all new safety standards.

proof and set up in a minute.

Our smart motors for blinds and shades are doing what they were designed to do

motionblinds.com

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PATIO SHADES

Block the Sun, Not the View with our Oasis® Patio Shades & Retractable Insect Screens

Block glare, heat, insects, and golf balls in custom sizes up to 19 feet wide.

Oasis 2800 Patio Sun Shades

Oasis 2900 Retractable Insect Shades

Side track OR cable guide system Welded fabric edges for fabric durability

4-sided seal keeps bugs OUT SHY® Zip zipper retention system

Motorization Systems to meet your project needs Oasis Patio Shades Driven by Lutron™ for integrated Lutron Projects Oasis Patio Shades with Somfy Radio Control or RS485 projects DRIVEN BY LUTRON TM

Standard 5-day production lead-time Manufactured in Louisville, Colorado USA Low-cost freight program for delivery nationwide

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637 S. Pierce Ave., Louisville, CO 80027 | SEPTEMBER + OCTOBER 2022 | wf-vision.com

TEL

303.665.1207 | www.insolroll.com

PATIO SHADES

Motorization Has Never Been Easier!

Insolroll Quiet Motorized Embedded Battery Shade Motors Power and control solutions for every application.

NO WIRING

SIMPLE

RECHARGEABLE

APP CONTROL

Embedded Lithium Ion battery.

Charge once per year.

Set scenes and schedules easily.

Voice control compatible.

SOLAR POWERED RECHARGING OPTION Extended battery life and low maintenance

Sizes to 120” wide OR 120” high All radio motor technology compatible with existing Somfy RTS systems for easy add-ons for past customers.

Standard 5-day production lead-time. Low-cost freight program nationwide.

Large in-stock Solar Shade & Decorative Shade fabric inventory Award-winning customer service•Fabricated in Louisville, Colorado USA

637 S. Pierce Ave., Louisville, CO 80027 |

TEL

303.665.1207 | www.insolroll.com

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G R AC E N OT E From the Publisher

LOOKING AHEAD

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f the past two years have taught us anything, it is that the only constant in life is change. We continue to face challenging times as the pandemic continues to take hold of our health and the economy takes hold of our wallets.

And with our having to face both the positives and negatives of any given business cycle, many of us have learned how to remain flexible and nimble to keep our businesses healthy, as well as preparing for whatever changes may come. There are many great articles in this (and all of our issues) to keep you on top of your game in business and inspiration.

Publisher Grace McNamara visiting Big Ben and the historical sites of London.

Although it’s only September, we are moving full steam ahead with our preparations for the International Window Coverings Expo (IWCE) 2023. It will be held in Charlotte, NC, on April 19 (seminars only) and April 20-21 (seminars and exhibits).

So please mark your calendars. Early bird registration (with good incentives) will be available in October.

With the planning of IWCE 2023 well underway, it also means that the 2023 VISION Design & Workroom Competition is officially open and accepting entries. The team has worked diligently to make it super easy for you to enter and submit your best work. I can’t wait to see the submissions and look forward to seeing lots of new names on the entry forms!

From what I have seen in years past, there are an abundance of beautiful, creative and innovative design projects that are accolade-worthy. Remember, you can’t win if you don’t enter.

Here is the link to submit your entries to the 2023 VISION Design & Workroom Competition: bit.ly/VDWC2023.

On a personal note, I had the chance to visit England this summer. I’m so happy that we can travel internationally again. I had the chance to spend time in Cornwall, Bath and London. One of the highlights of my trip was seeing the Rolling Stones in concert in London’s Hyde Park—they were fabulous!

I hope you had a great summer and are gearing up for what I know will be an exciting interior decorating season.

Here’s to a wonderful fall,

Grace McNamara Publisher grace@wf-vision.com

The mysteries of Stonehenge.

From My Shelf: Good Reads Saturday

By Ian McEwan From the master of the pen who wrote the No. 1 bestselling Atonement comes a novel that captures the fine balance of happiness and the unforeseen threats that can destroy it. Anchor

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Heart & Soul in the Kitchen

By Jacques Pépin As the companion cookbook to his final PBS series, the worldrenowned chef shares his close relationship with the land and sea as he cooks at home for family and friends—200 recipes in all.

Houghton Mifflin Harcourt

Things That Matter: Overcoming Distraction to Pursue a More Meaningful Life

By Joshua Becker A primer on the practical steps you can take today to live a life focused on things that matter most.

Penguin Random House

CO N T E N T S September + October 2022

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GRACE NOTE

A View From Above

By Grace McNamara, Publisher

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disCOVER

About the Cover

POINT-OF-VIEW: New & Noteworthy

All That’s Interesting

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FULL FRAME: Technology

Custom Motorization of Soft Treatments, Part 1

By O’D McKewan

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Color Makes a Comeback

Let Your True Colors Shine

With the color landscape constantly evolving, remember the importance of color trend announcements and how they affect the world and interior design.

Lori Weitzner helps you discover your own personal color world(s).

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FULL FRAME: Designer

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FULL FRAME: Installer

High Style & Design: Jill Ballew of High Country Drapery Designs, 2022 Designer of the Year

How to Avoid Potential Problems With Drapery Hardware

By Roger Magalhaes

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FULL FRAME: Workroom

Winning Perspective

By Tina Fontana

Safety First

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Did you know that October is National Window Covering Safety Month? Even if you did, why not learn a little more about the importance of keeping our children—and everyone—safe in the home.

Hard-to-Ignore Hardware Trends

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It’s time to take a look at the trusty decorative elements we rely on for every project: drapery rods, rails and finials.

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WELL-CRAFTED: Lessons in Leadership

Yilmaz Ozturan, President and CEO, Somfy North America

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SHOW ME THE MONEY: Best Business Practices Characteristics of Successful Businesses

By LuAnn Nigara

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SHOW ME THE MONEY: Best Business Practices A Sneak Peek Behind Competitors’ Curtains

2022’s 20 Under 40 Awards

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Meet the up-and-comers in the window treatment industry. These creative, innovative and talented professionals should be on your “ones to watch” list!

SEPTEMBER + OCTOBER 2022 | wf-vision.com

By Deborah Daily

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FLAIR

Product Spotlight

CURTAIN CALL Last Look

The SheerWeave app is available for free download to all mobile devices.

A sleek and functional alternative to ordinary window coverings, SheerWeave effortlessly and elegantly manages the sun’s harsh heat and blinding glare. ® SheerWeave is a registerd trademark of Phifer Incorporated.

MASTHEAD September + October 2022 W

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Volume 44, Issue 5

President/Publisher | Grace McNamara grace@wf-vision.com Associate Publisher | Ania McNamara ania@wf-vision.com Editor-in-Chief | Sara Fiedelholtz sara@wf-vision.com Art Director | Eric Taylor eric@wf-vision.com

COLOR MAKES A

COMEBACK

IWCE Conference Director | Shannon Flaherty shannon@wf-vision.com

Bold Hues, Bright Prints & Colorful Patterns

Copy Editor | Maude Campbell maude@wf-vision.com

CONT RIBUT ORS Tina Fontana, Roger Magalhaes, O’D McKewan, LuAnn Nigara

SUBSCRIPT IONS 651-330-0574 • info@wf-vision.com

VOLUME 44, ISSUE 5 SEPTEMBE R + OCTOBER

Accounting | Kim Rick accounting@wf-vision.com

2022

Social Media Coordinator | Corina Buzdugan corina-elena@mcnamaramarketing.com Discover Your Color World 2022’s 20 Under 40 Awards A Glimpse Behind Competitors’ Curtains Hardware Highlights

ON THE COVER: Photographer: Rebecca McAlpin Photography, RebeccaMcAlpin.com Project: Breakfast Area/Family Room, Residential Home, Villanova, PA Designed By: Maria Viola-Kuttruff, Viola Interior Design, Philadelphia, PA ViolaInteriorDesign.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, 4707 Hwy 61 N #255, St Paul, MN 55110, Tel 651-3300574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN. Postmaster: Send address changes to Window Fashion VISION, 4707 Hwy 61 N #255, St Paul, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr.

U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage).

Copyright © 2022 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: 4707 Hwy 61 N #255, St Paul, MN 55110 SEPTEMBER + OCTOBER 2022, VOLUME 44, ISSUE 5.

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SEPTEMBER + OCTOBER 2022 | wf-vision.com

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Keep up with all the news @WFVMagazine

Follow us and re-pin at Pinterest.com/wfvisionmagexpo

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TaHoma

®

The connected home by Somfy TaHoma adjusts Radio Technology Somfy® (RTS) motorized blinds, shades, and draperies to allow for the perfect amount of sunlight. Create scenes and schedules using an app, while home or away, to maximize energy savings, privacy, and control glare.

Compatible with a wide range of third-party systems.

TaHoma® Gateway (Not to scale)

d i s COV E R Cover Story

THE BRIGHTER & BOLDER, THE BETTER Philadelphia-based interior designer Maria ViolaKuttruff of Viola Interior Design came to interior design after working as a writer and editor for an insurance company. It was a strange twist of events that made her realize how much she enjoyed creating enjoyable and beautiful spaces.

It was after assisting her sister with dressing a television commercial set that Viola-Kuttruff went all in with interior design.

She received her master’s degree in architecture and design from Drexel University and began her career as an interior designer for two architectural firms. In 2011, Viola-Kuttruff opened Viola Interior Designs and hasn’t looked back. She currently has three employees and primarily does residential interior projects.

The home in which the breakfast area appears on the cover of this month’s VISION magazine is from a very traditional large residence in the Main Line, Philadelphia’s historical suburb. The new owners moved to Philadelphia from Australia. The lady of the house wanted to create an environment for her young family that reflected her chic sense of style, cosmopolitan mindset and fashionable sensibility.

Photo: Rebecca McAlpin Photography

The octagon-shaped breakfast area with its step design is the focal point of the family room and kitchen area, which can be seen as you enter the home. The goal was to lighten up the space and provide a space that can endure the family’s frequent use but also has personality.

Viola-Kuttruff knew she wanted to create dramatic and dynamic window treatments, but she was challenged because all the windows but two were glass doors to the outside and the others didn’t go all the way to the floor. The selected style of shades also couldn’t be too feminine, so a classic roman shade style was chosen.

“The window treatments are so important,” said Viola-Kuttruff.

“They are what completes the room. If you don’t do window treatments, the room looks unfinished. The shades and drapery can enhance the design. Especially when in a residential space window treatments aren’t used, it makes it seem like the person living in the house is renting and this isn’t their permanent home.”

The window treatment fabric is Hale in spruce by Pindler and the band trim is from Kravet. The custom-made window treatments were made by the workroom In the Fringe in Havertown, PA. The blue chenille chairs are tulip style and are by Kravet; they are covered with a performance fabric also by Kravet.

She continued: “Window treatments complete the look. Without them, it is like wearing a beautiful dress but not having the right shoes. You are leaving out an important part of the outfit. But the right shoes really make the outfit. Window treatments create the home’s atmosphere.”

The area rug was custom-made and custom-cut because it had to be shaped to include angles. And, because it was necessary to cut the rug with angles, a geometric pattern was selected because the pattern could be lined up properly to make the cuts so the rug had a complete and balanced design and appearance.

The room’s walls were painted a neutral gray with a lighter shade on the ceiling, while the middle of the ceiling was covered with a herringbone wallpaper. The Visual Comfort Dickinson Chandelier

by Kate Spade New York was a very dramatic choice for this room.

It has brass metal rods with dandelion-like crystals and additional geometric crystals at the end of the rods. It sets the scene for a very chic and stylish space.

“I definitely think people are becoming more open to using color,” she said. “You don’t have to blanket a room in color, but we can introduce more saturated hues, even though people will never stop using neutrals. I think things have been very serious over the past few years and people are looking for bursts of joy and color, which is a great way to create happy spaces that make people feel good.” V

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Versatile Power Options Introducing Automate’s new release Versa AC power module.

This versatile drapery motor easily connects to two power sources – a rechargeable lithium-ion battery or a powered AC module giving you more installation flexibility.

Easily check battery level using the remote to move the drape to indicate battery percentage.

Versa also offers three speed control settings, auto limit setting, soft start and stop technology, quiet operation, and manual activation for quick and easy control when needed.

NEW

Battery Module Rechargeable wire-free power

AC Module Continuous wired power

Visit automateshades.com

Automate Radio Communication

V ISION

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P O I N T- O F-V I E W

ON-DEMAND COLOR from TEXTON is the awardwinning roller shade collection that is produced entirely on demand. With over 350 stylish colors and designs in 16 fabrics, it allows for a customprinted roller shade created to match existing drapery in the room.

»

Texton.com

BONDING WITH CONSUMERS Based on the 2021 survey Bond Bridge conducted with 100,000 active users of the Bond Bridge platform, it found the consumers want convenience, voice control, integration, security and smart home capabilities when it comes to the functionality and control of their smart shades.

Top Automation and Control System Use

■ The average number of motorized shades per home is 5.7. This trend is expected to increase over time as motorized shades become more affordable and easier to integrate with smart home systems.

■ Control 4: 12%

■ The driving factors for homeowners in choosing motorized shades include (in order of priority) aesthetics, connectivity/ integration and build quality. Consumers gave a low priority to the actual motor brand, as well as quiet operation, being a differentiator in their selection.

■ The control over use is what homeowners are focusing on when it comes to a good home automation and control system. The related and amplified uses in order of importance are: scheduling, grouping, setting scenes, setting shade positions and controlling system integration.

■ The popularity of the various types of automation and control systems used by consumers is very diverse and demonstrates why control platforms that are trying to create silos within specific motorization brands will not meet consumer demand.

■ Alexa: 59% ■ Google Assistant: 56% ■ Apple HomeKit: 29% ■ SmartThings: 26% ■ Lutron: 19% Shade motorization user experience relies on strong automation. With the advance of smart home systems and their increased diversity, the importance of offering users an open system is becoming more important.

Users value the aesthetics of the shade and its connectivity options more than the brand of the motor used inside the shade. This makes sense. When was the last time we asked ourselves what is the brand of our dishwasher pump? Never.

We want the dishwasher to look good and work.

This is an opportunity for shade manufacturers, as aesthetics is the number one priority for consumers when making a purchase decision. And the less silos that are created between different shading control systems and motor manufacturers, the better, and as a result, motorized shades will become more mainstream easier and faster.

BE PROFESSIONAL This summer, the Illinois House and Senate passed Bill 4715 and it was signed into law by Gov. J.B. Pritzker. The historic legislation recognizes interior design as a distinct profession in the building environment and acknowledges the crucial role professional interior designers play in protecting occupant health, safety and well-being.

“Interior designers are highly skilled professionals who must have significant qualifications to pursue a career in the industry,” said Illinois State Rep. Margaret Croke.

The legislation expands the scope of interior design with permitting privileges for interior designers to stamp and seal their own design plans for nonstructural construction, thus defining interior designers as professionals who protect and advance occupant health safety in their work in expanding the scope of interior design. The legislation recognizes the extensive education and knowledge of interior designers.

“Interiors designers bring an extensive body of knowledge, experience and care to their profession and this legislation reaffirms their impressive qualifications,” said American Society of Interior Designers CEO Gary Wheeler.

GET CONNECTED The online home design platform Houzz has introduced new features for the timeline tool in HouzzPro, the business management and marketing software for design professionals. The tool enables pros to map out a project schedule, track progress and visually communicate the plan to everyone involved. The new dependency feature lets pros indicate when the start of one item relies on the completion of another, so that moving one activity on the schedule will also move the dependent activities. These tools make it easier to organize, track and communicate all elements of a design project. » Houzz.com

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EA S Y I NTEGR ATION WITH FORES T SHUT TLE MOTOR S

SHUTTLE MOTOR LINE-UP: Easily integrate into most home automation systems.

All motors include a 10-year warranty.

Plug and play installation or choose our battery powered option.

Hey Google Hey Siri

www.forestdh.com

Hey Alexa

P O I N T- O F-V I E W

2022 RENOVATION TRENDS Renovation Activity Home renovation activity and spending are at the highest rates reported since 2018. More than half of homeowners (55%) renovated in 2021, up from 53% in 2020 and 54% in 2019 and 2018.

Following 15% growth in median renovation spending in 2020, homeowners reported an additional 20% jump in 2021 media spending, which now stands at $18,000.

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Planned Renovation Spending More than half of homeowners (55%) plan to renovate in 2022 and nearly half (46%) plan to decorate. For the first time since 2018, homeowners planned spending has increased. The median spending has been $10,000 for the past three years and is now $15,000 (a 50% increase).

SEPTEMBER + OCTOBER 2022 | wf-vision.com

Recent Homebuyers’ Spending Recent home buyers, who account for 10% of renovating homeowners, spent nearly double the median ($30,000) in 2021, surpassing the median spending for long-term homeowners ($15,000). Recent home buyers with higher-budget projects (the top 10% of spending) invested $175,000, compared with $90,000 for long-term home buyers. The higher spending may be attributed to the number of projects recent home buyers undertake at a single time—an average of three to four rooms, as well as home systems.

Investment in Interior Design Median spending increased on all interior room renovations in 2021.

The kitchen, which remains the most popular interior room to be upgraded and now is the room with the highest spending, saw an increased investment of 25% ($15,000 in 2021 versus $12,000 in 2020). Interior rooms with the most dramatic spending increase are guest bathrooms (38%), laundry rooms (33%), living rooms (33%) and guest bedrooms (28%).

Source: Houzz Survey 2022

Beautiful Range of Colours Natural Earthy Tones

Sun Shading Expo North America 2022 Booth #3229

colour flow

g n i c u d o r t In redbo h T

Order your samples: sales@wilsonfabrics.com

follow us: V ISION

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OUTSIDE MOVES IN Based on the success of the Sanctuary Blackout collection and inspired by the organic textures of nature, Rollease Acmeda’s new Texstyle Sanctuary collection features 11 color-matched blackout/lightfiltering fabrics available in the versatile 118" width. The collection’s three-dimensional pattern provides a textural finish and is designed for roller, roman and panel blinds. » Texstyle.com

PLAYING NICE Olibra, the parent company of Bond Bridge RF-to-Wi-Fi home control solutions, announced compatibility with the Italian brand Nice and its collection of interior window shade motors. The Bond Bridge Pro simplifies and unifies control of Nice’s window shades, awnings and ceiling fans by replicating their RF remote control’s commands. This includes scheduling/ programming, plus voicecontrol through Amazon Alexa, Google Assistant and SmartThings. The Bond Bridge Pro controls up to 50 devices in a 3,500-square-foot home.

For larger homes and installations, multiple Bond Bridge Pros may be used.

HUES & VIEWS For its popular Solar Shades line, Stoneside Blinds & Shades has released new colorways that provide a streamlined look while creating privacy and protection from harmful UV rays. The Solar Shades may be customized. » Stoneside.com

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In North America, Nice does not offer a native app solution like Bond Bridge. In the past, installers have had to piece together third-party accessories. Bond Bridge Pro is the only way to wirelessly control Nicepowered window shades. It also can serve as a single unifying operating system when Nice and other shade motors— including Somfy, Rollease Acmeda, Bofu, A-OK and Dooya—are used in an installation.

This streamlines the effort and reduces the cost of accessories. Bond Bridge Pro’s functionality serves to meet consumers’ demand in smart shade control. » BondHome.io

P O I N T- O F-V I E W

Rowley Company, a leading manufacturer of home décor products that provide solutions for its professional partners, recently launched the Rowley CUT N GO Cellular Shade Collection.

This collection offers custom cellular fabrics at cut-down prices with free shipping (within 48 hours) included. It is available in Best of Kids Cordless and Top Down Bottom Up options in three of the top trend right décor colors. » RowleyCompany.com

The Phifertex Cushion Collection was developed by Phifer to offer a vinyl-coated polyester woven fabric with smaller denier polyester yarns to create a soft and pliable hand. This new Phifertex fabric is more pliable and soft, but also performance focused, which makes it ideal for cushion upholstery.

The collection features eight color options, including warm browns, cool grays and light neutrals.

Regal Fabrics heads outside with its new collection of performance fabrics, drawing inspiration from landscape and tropical island living. The collection includes eight new patterns. The fabrics are made with 100% solution-dyed polyester yarns and have 1,000 hours of UV light-resistant properties.

Solution dying is eco-friendly, with no water and less energy used in production than conventional yarns. The performance fabrics are finished with the same C6 chemistry as all Performance by Regal Fabrics and have the same stain-resistance and cleanability properties. “The outdoor category is strong and customers have been asking for products like this for several years,” said Andy Kahan, Regal’s market manager.

» Phifer.com

» RegalFabrics.com

Graber has expanded its sheer and layered shade collections with new fabrics that appeal to every décor style. The collections provide soft filtered light options when open and varying levels of privacy when closed. The sheer shades offer sophisticated and subtle digital prints in a varying color palette. The layered shades are available in an assortment of rich, deep colors and captivating prints, patterns and textures. The new collection draws inspiration from two on-trend design styles: breezy coastal interiors and darker more intimate bedrooms and dens. » GraberBlinds.com

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Eliminate the need for wires or an electrician with Insolroll Embedded Battery Motors. These motors are quiet, rechargeable, have a long battery life and don’t require an external battery wand.

It offers two Somfy embedded battery motors to provide solutions for a variety of roller shade applications. » Insolroll.com

The design industry is giving a great deal of attention to incorporating wellness into interiors. Crypton Home Fabric, Celliant and Kravet have established an exclusive collaboration on a luxury fabric line that may contribute to wellness in the home.

The Wellness Textures collections using the Celliant technology, which works by reflecting a user’s natural body heat back to them as infrared energy that may improve cellular oxygenation and local circulation, are exclusive to Kravet. The wellness benefits of these fabrics range from faster recovery times to improved sleep and increased energy. Celliant technology is made by using a combination of natural minerals clinically tested and proven to increase oxygenation for improved energy, stronger performance and proven recovery. (The patented Celliant technology was developed by the company Hologenix.)

Three years in the making, this is the first and only woven residential fabric to combine Crypton performance (liquidrepellent, stain-resistant, odor-resistant, high-endurance fabric) with Celliant’s radiant infrared technology. Kravet, Crypton’s longtime brand partner, created the styles, colors and textures for the Wellness Textures line that would appeal to the luxury residential design market. » Kravet.com » Celliant.com » Crypton.com

In conjunction with the rollout of its new Automate Pulse 2 motorization window treatment platform, Rollease Acmeda is also releasing a completely redesigned Automate Pulse 2 app. The revised app will have a complete design face-lift, as well as a cleaner interface with the functions and features provided within the app. This will include the ability to customize various scenes for automated shade control, including adjusting the opening and closing times of the window treatments to reflect the hours of daylight throughout the seasons to maximize and minimize the amount of natural light filtered into the home. » AutomateShades.com

The centuries-old English company Lee Jofa continues to offer exquisite textiles and iconic floral patterns with the release of its fourth collection of Oscar de la Renta fabrics and wallcoverings.

The collection’s prints and patterns are reminiscent of the beautiful way that he dressed women and are the perfect way to exquisitely and classically dress the home. » Kravet.com

RESERVE YOUR BOOTH The world’s greatest window covering show is back again in Charlotte, NC, starting April 19 (education seminars only) and continuing April 20-21, 2023 (show floor and seminars). As the industry continues to grow, attending this yearly event is crucial for the development of your business. There is no other event dedicated to window covering trade professionals like IWCE. Now is the time to accelerate to the finish line with incomparable face-toface opportunities. Build your book of business, defeat your competition, grow your leads and sell more product! » Reserve space at iwce-vision.com/exhibit.

Are you aware of a product that’s premiering soon?

Do you have a favorite product you’d like to tell others about? Let us know! Email New & Noteworthy submissions to editor@WF-VISION.com.

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AHEAD OF THE GAME: MARKET LEADER COULISSE FULLY COMPLIANT WITH NEW SAFETY STANDARDS New Safety Standards Coming Into Force The Window Coverings Association of America is providing the window treatment industry with changes to the U.S. Cord Standards that are likely to go into effect very soon. The new safety standards, which will be enforced by the United States Consumer Product Safety Commission, states that operating cords on custom window coverings must meet the identical requirements for operating cords on stock window coverings, as set forth in 2018. For Coulisse, a global window covering brand, compliance to these standards in a nonissue. It is continuing to develop shading solutions that comply with all child safety standards now and in the future.

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Being Proactive Coulisse is a market leader in Canada and already complies to its strict safety regulations. “Safety has and always will be of paramount importance to us. We design window treatment solutions from the ground up with both performance and safety in mind,” said Coulisse Managing Director Jop Vos. “We ensure our products comply to the industry standards across the world and we are completely ready for the new standards coming into force in the Americas very soon.”

Safety Key to Design All Coulisse Absolute systems are designed to be child-safe, including its control: twin pull, cordless and MotionBlinds smart technology that are all suitable for the application of roller, double roller and cellular shades.

These systems are not only child- and pet-safe to prevent any unnecessary accidents, but they also are designed to offer so much more. “Based on years of experience and global trends, Coulisse’s team of passionate engineers develop modular shading solutions which are smart, safe, stylish and user-friendly to ensure a perfect fit for any interior for the commercial, residential and hospitality market,” said Vos. “Elaborated to the finest details, Coulisse’s range of hardware is available in different designs, materials and various colors to create a seamless interior.”

MotionBlinds also works with other smart home assistants such as Google and Alexa.

Future-Proof With MotionBlinds Coulisse’s advanced systems feature MotionBlinds smart technology that is compliant with all new safety standards.

“Our smart motors for blinds and shades are doing what they were designed to do making life easier, safer and more convenient. This makes our technology a must for any smart home ecosystem,” said Vos. “Designed with simplicity and connectivity, our smart motors may be connected to any smart home device that is already talking to the home’s thermostats, security cameras, weather stations and sensors to ensure the home is fully protected, as well as constantly creating an optimal indoor climate. The ongoing movement of the window treatments not only prevents break-ins by making a home look like it is inhabited, but it also controls heat and light in order to create a happy, healthy and energyefficient space to live.”

Content Sponsored By Coulisse

Advanced Systems, Smart Technology, Performance Fabrics Coulisse offers a total solution of inspiring collections, advanced systems and MotionBlinds smart technology.

With a talented in-house design studio and a cutting-edge R&D department, the experts at Coulisse offer a seamless operation from concept to production. “Our systems are designed to work perfectly with our collections customized for the Americas. These iconic collections of roller, double roller and ¾-inch honeycomb fabrics have been ingeniously designed with beauty, performance and sustainability in mind,” said Vos. “From must-have classics to luxurious statement pieces, our highperformance fabrics offer ways to improve thermal, visual and acoustic comfort. They are also available with flame-retardant options.”

Visit Experience Center This year, Coulisse opened its new 50,000-square-foot office, showroom and warehouse facility in Miami, FL. Housing its latest collections, hardware and technology, this center is the go-to place for fabricators. “With a strong and dedicated team of passionate experts who are at the core of the window covering business, we are always going the extra mile to give our partners the inspiration, products, knowledge and support they need,” said Vos. “We look forward to welcoming our clients to our experience center, where they can take a deep dive into our future-proof smart shading solutions.” 3100 NW 116th Street, Miami

» Coulisse.com Schedule a visit to the Miami Experience Center by scanning the QR code.

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FULL FRAME Technology

Custom Motorization of Soft Treatments: Part 1

BY O’D MCKEWAN

With all the focus on motorization and the increased popularity with soft window coverings, I thought it would be a good time to explore the custom motorization of two of the most popular soft treatments: drapery and roman shades. Over the years as motorization has become an expected offering for window treatments, workrooms and manufacturers have focused on providing motorization capabilities of soft window coverings.

However, I’m seeing the recurrence of several challenges with these window treatments once they are installed. Here are some suggestions of how designers can explain these challenges to their clients, as well as some insights of how manufacturers and workrooms can alter their processes to eliminate these challenges.

For Part 1 of this topic, I will focus on draperies. Part 2, with a focus on roman shades, will appear in the Full Frame: Motorization & Tech column in the November/December issue.

DRAPERIES When it comes to motorization, draperies are one of the easiest additions to motorize; however, there are a few challenges that regularly occur when draperies are motorized.

The first is with stacking. Due to the type of carriers and belt drives used for a motor system, the average stacking of motorized draperies is more than nonmotorized. The addition of a motor to the drapery causes the stacking to generally need an additional 4 to 5 inches than a manual drapery.

Another key challenge with a motorized drapery is with the end pleats. These are the pleats that wrap around the motor; they are fixed and do not move, just like return pleats. So, when the draperies are fully opened, all of the pleats will be compressed except for the

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last pleat that covers the motor. It stays expanded and, depending on the fabric and style of pleats, this can be obvious and easily noticed by the homeowner. And on a split-draw drapery, it’s quite noticeable and even may cause the two draperies to not look alike.

An example of motorized ripplefold center opening butted draperies.

Split draw is another common challenge for motorized draperies.

Unlike manually operated draperies, split-draw draperies may require giving an extra tug to the draperies to close the light gap. This is due to the fact that most motorized draperies have electronic limits that are established by the motor’s set torque limits.

So, when the master and overlapping carriers connect, they each tend to rebound slightly during the limit-setting process to protect the motor. This is what may cause the slight light gap. This is very apparent with butted carriers, which is why most motor manufacturers recommend the use of overlapping carriers.

This problem is exacerbated when hanging ripplefold draperies where it’s extremely difficult to eliminate this gap. Even if with the limits reset to allow the butt carriers to completely touch, the light gap continues to be an issue. As an aside, ripplefold draperies are not the best to use if a client is very concerned about the light gap, because not only does the gap present a challenge, but there’s also always too much light allowed in from the top of these draperies due to an S-shape design, which keeps the fabric far away from the mounting wall.

Although ripplefold-designed drapery is by far today’s most popular drapery style, it’s the most challenging drapery design to use with motorization. This is due to the drapery’s S-shape that causes the

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ORION

FULL FRAME Technology

ORNAMENTAL IRON, INC.

Custom Color Your World

Look what happens when the motor cord isn’t long enough to reach the electrical outlet.

Appearance matters. This shows how lovely it looks when the drapery properly covers the power cord and electrical outlet.

track to have to be mounted farther away from the wall and/or window, which gives a larger projection into the room. This, in turn, means the need to use longer brackets, longer returns and a larger halo effect.

Another challenge with ripplefold drapery is due to the fabric that hangs below the drapery track. If you don’t upgrade to a decorative track and continue to use a recessed track or some form of top treatment, most standard motorized tracks don’t offer an appealing design aesthetic. There are several drapery track manufacturers that offer decorative motorized tracks.

Other drapery designs that cause issues with motorization include puddled drapes because they do not have enough fullness and require the use of tiebacks. Motorized draperies are designed to be automated, and if the homeowner has to manually dress and tie back the drapes to make them look good or to release the tiebacks in order for the motorized drapery to operate properly, then it’s important to consider what’s the point of using motorization in this type of drapery design.

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Thus, when it comes to drapery, it’s critical to have some forethought and to take into consideration not only the design of the drapes but also what occurs when the draperies are motorized and installed. V

An example of how end pleats are not able to compress where the drapery covers the motor.

O’D McKewan is the product coach for Window Covering World and an expert on motorization and industry leader in the field of motorized window coverings. He has extensive hands-on experience with motorized window coverings, including fabrication, installation and selling.

» WindowCoveringWorld.com

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FULL FRAME Designer

HIGH STYLE & DESIGN Jill Ballew of High Country Drapery Designs, 2022 Designer of the Year In part, Jill Ballew’s interest in design and décor is due to her very understanding parents. While growing up, she was permitted to decorate and change the design and décor of her bedroom.

Photos: Ty Johnston / Ty in the Sky Photography

Although Ballew’s interest in design continued when she went to college, she decided to pursue a major in education.

But, as it turned out, the school of education was in the same building as the school of design.

“I really thought I was going to be a teacher, but then I saw how much fun the design students were having and it really piqued my interest,” said Ballew. Thus, she switched her major and, as an elective for her coursework, she took a sewing class from which she was able to sew the flower girl dresses for her wedding.

As a mother of five children, Ballew was always focused on the design and décor of her homes (as she and her family have moved around quite a bit). Whenever she entertained, guests always asked her about who decorated her home.

“And when people found I did the decorating myself, they asked if I could do or create something for their homes,” she said. This allowed Ballew to create a home-based side hustle by designing and sewing home décor projects for people.

Then, in 2015, Ballew decided to go full time and took a position as an outdoor designer for a local pool company.

This opportunity allowed Ballew to build her confidence in her talents and abilities, but she also learned that the amount of work she was able to do was limited because she was both designing and sewing.

In addition to hiring people who would do the sewing, Ballew began to connect with local interior designers about her experience in designing window treatments. She found the perfect niche

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Euro-pleated drapery in a 1920s North Chattanooga dining room.

A lakeview living room with walls of euro-pleated drapery. Interior design by Hertle Designs.

for her business: to serve as a window treatment expert for interior designers.

“I found that in many cases the designers were unsure if a certain treatment could be applied within a specific space. The designers were very receptive to my opinions and recommendations,” said Ballew. “They saw that I offered a benefit to their business and abilities to service their clients. They were eager to work with me on the design and creation of the window treatments for their projects.

Euro-pleated drapery in a Tennessee sitting room.

“The fact is that window treatments elevate a home’s interior but are very expensive. And if a designer isn’t on his/her game, it could be a very costly mistake. I think not only my understanding of window treatments, but also knowledge of sewing and creating the window coverings, allows me to offer designers a great resource. I also oversee taking the measurements and doing the

installation; I am taking ownership of the entire process and project. I really feel like I have found the perfect opportunity to create a niche business from my expertise and desire to provide great service,” Ballew continued.

Based on High Country Drapery Designs’ success in offering window treatments that are both high-quality and high-tech and incorporate the latest in motorization and automation to designers, it is expanding into areas it has identified as having a growing demographic and, thus, a base of interior designers who need its services in North Carolina, South Carolina, Georgia, Alabama, Tennessee and Florida.

“Our goal is to assist designers in elevating the window covering design and services they can offer to a new level, especially with our experience with specialty windows,” said Ballew. V

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FULL FRAME Installation

How to Avoid Potential Problems With Drapery Hardware

BY ROGER MAGALHAES

Soft treatments are a type of window covering that few professionals are comfortable with handling. Between selecting the right fabric, designing the correct treatment and having a reliable installer, there are many possible problems to be encountered.

And, when it comes to soft treatments, one area where I see designers and installers struggle the most is drapery hardware. This is especially true if the team is relatively new to working with drapery. Here are some suggestions to assist you in avoiding difficult situations.

When Is Too Long, Too Long?

I often hear designers say they don’t want to see a seam on the rod. And, for this reason, they like to order one piece of hardware. And, although I agree that seams may be unpleasant to the eye, it is even worse to have two sections that aren’t even or poorly connected. Some of these problems may come from ordering only a single rod—especially if it is over 8 feet.

■ Shipping Damages: Because the boxes are long, shipping companies can easily damage one of the ends of the box and, consequently, the contents inside.

■ Hard to Navigate: As if avoiding damaging furniture and walls while bringing boxes and tools inside any home isn’t enough, trying to navigate a 10-foot-long piece of hardware is almost impossible and, consequently, a phone call away to your insurance company.

■ Elevator or Stairs: In most buildings, designers and sales consultants walk into their sales calls through the front door. They rarely think of the hassle installers must go through at the building’s loading dock. In many cases, long boxes won’t fit into the service elevators. This is especially true in older buildings when the boxes must be brought up through the stairwells. And I can guarantee at the end of that trek your installer may not be as happy to see you.

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■ Inside Car or on the Roof: If you drive a small vehicle, chances are that the box with the rod will need to be tied to your car’s roof rack. Besides the fact that this situation does not demonstrate your professionalism, the potential of damaging a rod during transportation is significant. And this could become an even bigger issue if it’s raining on the day of installation.

So, the best way to avoid the above issues is to split the length of the necessary hardware. This splicing may present different issues. For instance, if your panels must traverse over splices, there is a good chance that the drapery (master carrier) will either get caught or stuck, or in the best-case scenario, the drapery will only bump when the two sections cross the seam.

It’s a good idea to assess each job and weigh the pros and cons of having a single hardware piece or two pieces.

How Many Brackets?

It’s very important for professionals to watch their bottom lines, especially when the cost of ordering custom hardware may quickly add up. However, some installations may require an extra bracket to evenly distribute the weight of the drapery. It’s always a good idea to have a few extra rings and brackets on hand for every project installation. It’s likely the costs of ordering extra parts will come with great savings when having the necessary parts on hand to avoid having to charge the customer a second installation fee for you to return with the correct piece. Ordering these extra parts also allows you to build extra inventory so you’re prepared when the order from the supplier is short a product or two.

Wood or Metal?

This decision is most likely going to be made between the designer and the homeowner.

Wood and metal offer different features and aesthetics, which are likely to influence the decision of what material is selected.

Wooden rods are usually thicker than metal and can create a nice design statement in a room. These brackets are heftier and may not be ideal for a small space that sits between the crown molding and the top of the window. Also, because wooden rings are thick, they create a larger stackback for the panels.

Metal rods are skinnier and are more complementary to modern design. Because they are heavier in weight, metal rods create additional concern for installers. Usually, the rod’s center support brackets are horizontal and are ideal for tight wall spaces between the window trim and crown molding.

Because metal rods rods are thinner, they require less space when dropping the rod into the brackets and may be installed closer to the ceiling.

Wall or Ceiling?

Final Considerations

This is another decision that’s likely to be made between the designer and the homeowner; however, as the installer, there are a few items to keep in mind.

When doing installations for projects with specially shaped elements including arched or raked windows and/or curved walls, metal hardware is better and may be shaped as desired. Metal brackets may also offer projection adjustments, which may be very helpful. For other projects, the wooden hardware may be too ostentatious and not provide the desired outcome for specific projects.

Ceiling mount rods and tracks don’t have any play area in order to adjust the length of the finished drapes. This becomes even more evident when the ceiling-to-floor dimensions vary considerably throughout the span.

Also, with ceiling-mount installations, installers should use toggle bolts (also known as wings) because the drapery’s weight can easily pull standard wall plugs off the ceiling. Thus, it’s always better to be safe rather than sorry.

Wall-mount installation requires a good understanding of brackets to determine their placement on the wall, because you want the drapery to exactly fall on the desired spot instead of having to continue to fix the placement of the brackets until you get them in the correct spot. Using wall brackets allows for the drapery rod to be raised and a shim to be placed, if it is necessary to make small adjustments to the installation.

Regardless of the designer’s final selections, installers must be familiar with all types of drapery materials and installation techniques. It’s also a good idea to keep a wood and metal touch-up kit with you to disguise any light scratches, as well as an assortment of fasteners to ensure you can safely and securely install the necessary hardware. It’s important for installers to remember that the best installers are always prepared for the unknown and unexpected. V

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

» TradingUpConsulting.com

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FULL FRAME Workroom

WINNING PERSPECTIVE

BY TINA FONTANA, WORKROOM OF THE YEAR, 2022

I have been involved with the International Window Coverings Expo (IWCE) Design Competition for many years and have submitted many entries, but, until this year, I never won Workroom of the Year. I joked with my staff that when I win Workroom of the Year I will retire.

It was such an honor to be recognized in this way, especially after the past two years. It was nice to know that my 18-hour days of fabricating and sewing was recognized. Since the start of the pandemic, I have been inundated with work and have limited assistance while also dealing with supply chain issues.

When my seamstress of 24 years retired, I had to jump in and return to sewing to finish the work. The recognition by IWCE is also a little extra sweet because I served as the workroom/ seamstress for all the projects I submitted to this year’s VISION Design + Workroom Competition.

It’s hard to believe that my company Fontana Designs is 30 years old. Throughout this time, I have seen the good, the bad and the beautiful of being a small-business owner. I started the design studio in 1991 in my home’s basement, which, at the time, it was looked down upon to have a business in your home. Now, working from home is the norm.

My business started to grow, and I soon needed more than my basement for my studio and library wallpaper, flooring and fabrics.

I also found that I wanted more control of my business, so, in 1995, I decided to open my own workroom. I attended trade shows to learn about running a workroom and to purchase equipment.

One of the first things I realized was constructing drapery was very time-consuming and the going rate at the time was only $9/width.

I felt that there had to be a more accurate and faster way to make drapery panels that saved time and allowed the opportunity to make more money.

Fabrication of a 16' cornice in the Fontana Designs workroom.

After much research, I found out about the drapery table, which was a game changer for creating and tabling draperies, bedding, valances and so much more. I found two companies that sold workroom equipment and ended up purchasing five machines from Morgan Manufacturing.

At the beginning, I flew to Kentucky and met Wade Morgan and his daughter, Drew, who trained me on the equipment. The purchase of the equipment and my training has paid for itself many times over.

Photos: Tina Fontana

As I continued in my business, I had to add staff who would be able to do the sewing, fabrication and upholstering so I could focus on the design. In 1997, I needed to secure more work for my workroom, so became a vendor at the American Society of Interior Designers show to connect with designers in my area who would need a workroom for their clients’ custom window treatments. I was able to offer local designers my workroom services, as well as the use of my extensive resource library to share with their clients.

Drapery with banding by Fontana Designs.

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At first, the designers were hesitant to work with me as they were afraid I would steal their clients. I assured them I did not need their clients and I was there to assist them with their projects. This allowed me to start offering wholesale fabrication for the designers who assisted in keeping my staff and machines busy while I was out securing additional projects. My business is built on my belief of

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providing much more than what is expected. This has allowed me to secure many referrals from my clients.

In 2007, I remember when I first entered the Design + Workroom competition. I won an honorable mention for an awning that I built.

Now, 15 years later, Fontana Designs has taken home 26 design competition wins from VISION magazine.

After three decades, I have seen a lot of changes in the industry and have had to adapt. I also think never saying no to anything— including different types of jobs and not focusing on a single product or service—is how Fontana Designs has been able to survive regardless of the economy. When we didn’t have window treatment work, we offered to repair car covers and horse blankets, as well as making coats for lambs for client who has a special patent for the pattern.

I am excited to see new faces in the industry and younger people coming into the business. There was a time when I thought the fabrication business would fade as many workroom owners retired or went out of business. It was very hard to find younger recruits who knew how to sew or make old-school window treatments.

It’s a breath of fresh air to see so many new seamstresses coming into the industry and keeping custom work alive. I have been fortunate enough to have my daughter-inlaw work at Fontana Designs for the past six years.

I want to continue showing clients the benefits of working with a small business.

There is nothing more personal than someone’s home, and I’m honored our clients continue to trust us with their projects. V Drapery fabrication and installation.

info@interiorfabricsinc.com | 215-957-0908

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W E L L- C R A F T E D Lessons in Leadership

Industry Innovator Yilmaz Ozturan, President and CEO, Somfy North America With more than 23 years of international experience in business development, strategic leadership and organizational transformation in the motorized and smart shading industry for Somfy Group, in 2018, Yilmaz Ozturan decided to move to the United States to become the president and CEO of Somfy North America and oversee all operations in the U.S. and Canada. Ozturan is recognized for his abilities to tackle complexities and challenges across global markets and believes that transformative growth for both the residential and commercial markets within the window treatment industry will come through new technologies and connected solutions.

WINDOW FASHION VISION: What is it like to be part of a global organization?

Does it impact the way in which you work?

YILMAZ OZTURAN: Within a global organization, there are aspects of the business where we are advocating for our specific markets’ needs and customer development projects. My job is to give a voice to Somfy North America within the overall organization, as well as leveraging Somfy Group’s global strength within the U.S. and Canadian markets. We work to leverage all of our capabilities, but we also work to educate and inform the global group about the differences and expectations of our specific market in terms of housing, installation and applications.

For instance, interior window coverings function differently in different geographic areas. The application aspects of our business are very local and it is important that we bring this knowledge to the innovation team.

But we also look to leverage Somfy Group’s global presence, which definitely assists us with our North American business partners. In North America, we have a small development team of engineers and developers who are also integrated into the global development team, and because they are close to the market, they bring their insights and assist the global design teams to understand specific market needs.

WFV: To date, how large is Somfy North America?

YO: Somfy came to the U.S. almost 45 years ago. It was an early partner in motorization for

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hurricane shutters and commercial doors as these shutters and doors were heavy and hard to open and close. We also had a solid background in the outdoor awnings segment.

And, although it wasn’t initially popular, we were able to meet the initial level of need. And, as the window covering industry started to get more familiar with motorization, we increased our product offerings. In 2004, we made our first move into offering battery solutions. We were quite early with this type of product in the U.S. The U.S. is a very different market because the windows are covered and protected from the inside, where in Europe the shading is on the exterior of the windows. So, 20 years ago, we started focusing on the motorization of interior window shades and had many early adopters, mostly in the commercial market.

But, in the past 10 years, we have seen growth in the midand high-range markets and their willingness to engage with motorization and technology; this helped to generate awareness for our products. In the past five years, we have seen an increased acceleration of adoption throughout the entire industry.

Today, Somfy North America has 152 employees and continues to invest in the market. It currently accounts for a little above 11% of Somfy Group’s total revenue. Obviously, the North American group is on a slightly different trajectory than other markets where acceptance and integration of motorization of blinds and awnings is already very high. In the U.S., we know motorization is just starting—it is at the early stages—but we foresee a similar trajectory as we saw in Europe.

Over the coming years, there will be a great acceleration in the demand for motorization in North America and Somfy Group is intentionally preparing for this growth. It has put executives in the North American market and has made several strategic decisions to ensure it is servicing the market at the right level.

WFV: How do you reconcile working in the U.S. and Canadian markets with their different regulations and requirements?

YO: When I arrived, one change we made in our North American operating model is to make it one single operation. We combined the two organizations, we are able to keep the business local, but the management and support team are centralized. So when Canada’s window covering industry implemented new regulations that require

on motorization, as well as to provide extensive training and information about sales and installation of Somfy’s products.

We have put in place a more direct way to inform and service our partners with our Somfy motorization experts, who can assist dealers in providing the best solutions and best performance of motorized shades, as well as going beyond motorization and into automation.

Because the rate of motorization is still low in the U.S., we want to work with our partners to provide them with everything they need to sell and install the motorized shades, as well as the services and programs that their clients want for operating the shades.

more motorization options, we had the right team of experts, legal council and support services to find the solutions for our customers in Canada.

We were able to engage directly with Health Canada to make sure we received the right guidance and necessary clarity as to how to interpret the regulations. The fact that we have a combined team serving across the borders allows management to not only pay attention to the Canadian regulations but also work to bring consensus between the requirements of the two countries.

And, although the new U.S. regulations haven’t been finalized, we know whatever the outcome, we can leverage what we did in Canada to easily become compliant. Canada put us in the starting block and we are ready to show how motorization and cordless solutions can be used to avoid any risks window shades may present to young children in the U.S. We know that providing shading solutions that include motorization are more than just a trend— consumers are requesting them—and we are well-positioned to work with our partners to satisfy these demands.

WFV: How do you see the window treatment industry is evolving?

YO: As we see the market changing, we adapt and set a strategy to ensure we are on target and can execute to meet demand. We have over 50 years of experience in motorization.

We assist our business partners with early integration but also provide the products and services they need to be successful in selling motorized treatments.

Training is a big part of what we do. In 2021, we launched Somfy U, an online platform that serves to educate the market

We have also made automation a big part of our 2030 strategic plan. We actually began implementing our smart home strategic plan in 2010 when we began to engage in creating a connected platform. Our focus for the past 10 years has been on connectivity and integrating the automation of our motors with smart homes. And, as technology evolves, we work to develop and market our own proprietary protocols and technological solutions. We continue to forge ahead to create technological bridges to not only the new smart home systems but also ensure our past products continue to operate easily and effectively with these advancements.

We are also constantly thinking about the roles of the dealers and installers and how we can make their jobs easier with more interaction with the devices and offering more connectivity, as well as creating ways in which installers can do some of the necessary testing and operation of the shading solutions they provide at a distance. We are focusing on providing dealers with ways in which to offer their customers diagnostic maintenance services.

WFV: What is the near-term focus for Somfy North America?

YO: Connectivity is essential, and the future of our business is based on being able to create easy-to-implement and -use connected environments. Somfy will continue to leverage its expertise and the value it brings to the motorization and automation segment of the window covering industry.

We are working to establish ways to utilize technology to assist our partners with the acquisition of customers. In 2019, we put a team in place to develop and oversee Somfy Uplead, a lead management system to generate qualified leads.

We are also studying how we can provide the best assets and tools for our Somfy experts to effectively speak to potential customers. On this front, we will be investing in a strategic digital media plan, as well as developing a brand awareness campaign for Somfy North America.

We know there is tremendous opportunity within the category of motorized and automated window treatments. It is this fact and the constant evolution and advancement of technology that continues to push us forward. V

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Lindsey Putzier replaced old shutters with gorgeous Schumacher Chinoiserie drapery panels in this classic dining room.

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Makes a Comeback The color landscape constantly evolves, affecting the world we live in physically, emotionally and mentally. Fall is that time of the year when designers eagerly await the worldwide unveiling of the latest color trends by color gurus. These announcements are significant as they allow designers to turn color into cash as clients update their spaces.

Finally, after a decade or more, individuals are tired of living in an all-gray world and color is seeing a significant comeback. But, of course, a balance between neutrals and colors remains. Still, the era of minimalist and neutral, especially in window treatments, is over as many turn to décor for a burst of cheer and excitement in their lives.

JoAnne Lenart-Weary, color and decorating expert and creator of the Confident Color System, said, “Think autumn color palettes, warm, earthy colors that feel like a hug. Golds are back and cool gray is gone. Browns— from milk chocolate to deep chocolate— will be out to play again. White kitchens will still be essential but with warmer undertones. Our job as design professionals is to be trend-aware but not trend-driven. Feed that desire by creating social media content that positions you as a color expert. Create color palettes that delight your clients and help build a strong portfolio.”

Peter Dunham, Los Angeles’ top interior designer, and Carly Moeller, principal designer and owner of Unpatterned, shared expert insight with ADPRO on current color trends in window treatments. Dunham said the center stage is changing and believes “white curtains will never go out of style,” but that “the minimalist trend is leaving, making room for color and pattern in shades and curtains.”

Moeller shared that she recently “installed roman shades with pastel stripes under a pair of oatmeal drapery panels with a leading-edge pink trim.”

She also talked about the production of a chartreuse and gray velvet roman shade and the installation of white drapery panels with bold green embroidery throughout. Designer clients have begun to welcome happy hues in all forms, including colors shown in thin stripes or large blocks— and that’s the excitement creatives want to hear!

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“I’m really enjoying working with the balance between neutrals and colors,” said Lindsey Putzier, who studied at the New York Institute of Art & Design and is the owner of Lindsey Putzier Design Studio in Hudson, OH. “Some clients want to stick with a more neutral furniture palette and bring color in with paint and window treatments. Others want more colorful furniture and window treatments but then will stick more neutral with their wall colors. We’ve seen blue for a while now, but greens and pinks are also becoming increasingly popular!”

many practical decisions and must infuse their home with color and personality. They are requesting a range of colors. The most popular are coastal blues and mossy greens and fun 1970s colors like mustard.”

But how are age and location factoring into these trends? “I’m in San Diego and work on many coastal homes, so blue is a popular accent color. In my experience, personality is more of a factor than age, although I will say that my younger millennial clients specifically love either earth tones or postmodern colors,” said Moriarty.

Southern California designer, No. 1 bestselling author, style expert, and color and pattern-ista Rachel Moriarty noticed these trends already in demand.

“In the marketplace, you’ll find a lot of earth tones like mossy green and terra- cotta and recently deep moody colors like navy, sommelier and chocolate browns.” By the way, have you noticed how William Morris wallpaper is popping up everywhere?

“My clients always ask me to push them out of their comfort zone,” shared Moriarty. “They’ve made too

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Lindsey Putzier, the owner of her own design studio in Ohio, has noticed greens becoming more popular, as shown by the room seen here and below.

“The West Coast has a very laid-back vibe, so when it comes to window treatments and fabrics specifically, textured wovens are the most popular in my coastal projects since they’re casual and add warmth and texture to cool coastal blues.” More recently, colors like navy, burnt orange and chartreuse have appeared, Moriarty continued.

A SHADE RESET It’s no secret that the last few years, due to the pandemic, have slowed the pace of daily life. We noticed it through interiors first reflecting many neutrals, whites and a plantlike life, but on August 9, Sherwin-Williams released its annual Colormix® Forecast for 2023, echoing a revitalized view on life and what some are calling a color reset. We look forward to next year’s themes representing balance, restoration and joy from the earth, fond memories and future hopes. How convenient and comforting!

The 2023 TERRA collection includes 40 selected cuttingedge hues that create curated palettes inspired by the innate interweaving of people and their spaces. Homes & Gardens said TERRA is a

“prediction of curated palettes inspired by the natural interweaving of people and their spaces—all of which tap into the most significant concerns, moods and desires of our planet.”

Sherwin-Williams' TERRA collection features 40 different hues that place the focus on interweaving people and their spaces.

So what exactly is the Colormix® Forecast and how does it work? We leaned on Forbes Home to break it down, explaining, “Sue Wadden, director of color marketing at Sherwin-Williams, along with the Global Forecast Team of color professionals at SherwinWilliams, conducts extensive research each year individually.

Then, they congregate in an intensive workshop to craft the upcoming year’s forecast and set the tone for the conversation around color in the coming year.”

According to the press release, “All kinds of trend topics are considered—from climate change to mental health—and emerging trend topics are then thoughtfully translated into defining colors and cohesive palettes.”

Thanks to the SherwinWilliams team, we have our color forecast, but we eagerly await the 2023 color of the year, most likely to be announced later this fall. V

» Learn more about the Colormix® Forecast by visiting bit.ly/colormix2023, and feel free to follow along as we cover advancements of color on wf-vision.com/blog.

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Chartreuse Velvet Brings Chic Vibes to MediterraneanStyle Home 24' Custom Motorized Drapery Panels in a Chartreuse Velvet Clients of Rachel Moriarty of Rachel Moriarty Interiors included a millennial couple and gaming industry moguls who recently purchased a palatial Mediterranean-style home and wanted to modernize it in a way that fully expressed their fun and whimsical modern aesthetic.

“We created a more youthful vibe by updating the floorings, modernizing the wrought iron rails throughout the house and installing large LaCantinastyle doors and windows. However, the star of the show is really the 24" fireplace that we call the Death Star, a nod to their love of all things space and sci-fi,” said Moriarty.

In addition, Moriarty incorporated the 1980s design movement known as Memphis Milano, which has recently re-emerged. This home will host many philanthropic fundraising events benefiting children’s charities and causes.

PHOTO: DEBORAH SHIELDS PHOTOGRAPHY DESIGNER: RACHEL MORIARTY INTERIORS

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Modern Vintage Flair Colorful Drapery Panels Add Zest Where It’s Needed Most This client absolutely adores color and pattern and really wanted to bring more life to her mid-century-inspired home, making this the perfect project for Lindsey Putzier of Lindsey Putzier Design Studio. The dining room was mostly neutral, so bringing in more color with some fun drapery panels and a wallpaper accent wall was a must! In the family room, Putzier used the client’s rug as inspiration for the drapery panels and vintage chair upholstery, really giving this space modern vintage flair.

WOVEN SHADES: CLIENT’S OWN DRAPERY WORKROOM: LAUREL BROOK DESIGNS LLC (OWNER: CHRIS O’BRIEN) DINING ROOM FABRIC: SCION DINING ROOM WALLPAPER: SCION FAMILY ROOM FABRIC: RM COCO DRAPERY HARDWARE: FABRICUT PHOTOGRAPHER: STEPHANIE PENICK DESIGNER: LINDSEY PUTZIER DESIGN STUDIO

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Chandelier Inspired Schumacher Chinoiserie Drapery Panels Set the Tone for the Room Lindsey Putzier’s clients inherited old and dysfunctional wood shutters in their dining room and were hesitant to remove them because the room gets so much light in the afternoons. Replacing the failing shutters with internalmount woven shades really softens the space while maintaining light control. The original draperies also came with the home, so Putzier decided to use the chandelier the clients had already purchased as our inspiration for the Schumacher Chinoiserie drapery panels. Because the

furniture was so neutral, adding color to the draperies and walls was perfect touch without overwhelming the space.

WOVEN SHADES: CACO DRAPERY WORKROOM: LAUREL BROOK DESIGNS LLC (OWNER: CHRIS O’BRIEN) DINING ROOM FABRIC: SCHUMACHER FAMILY ROOM FABRIC: KASMIR FAMILY ROOM TRIM: SCHUMACHER

DRAPERY HARDWARE: CLIENT'S OWN WALL COLORS: BENJAMIN MOORE GREEN SOFA PILLOWS: KASMIR PHOTOGRAPHER: STEPHANIE PENICK DESIGNER: LINDSEY PUTZIER DESIGN STUDIO

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More woven shades were added to the space for privacy (and to coordinate with the adjacent dining room) and went with the bolder green wall color. For balance, Putzier selected a neutral off-white drapery material and added a pretty Schumacher trim that mimics the curved lines of the Schumacher trim in the dining room. V

Let Your True Colors Shine Lori Weitzner Shares How to Discover Your Personal Color World(s) Color has become more personal than ever before, shaping our lives, aspirations and happiness. Our color choices are a reflection of who we are and how we want to express ourselves.

Color is the language of life and it speaks to us.

Color guides us in the way we live, work, travel and design. It makes our world a little bit more beautiful and inspiring.

“It speaks to our senses emotionally, influences our moods and simply speaks to who we are. By understanding your color world (or worlds, yes you might have more than one), you can better understand your desired way of living and the meaning behind it,” said esteemed American textile and product designer Lori Weitzner.

Internationally known for her work in color, textiles, wallcoverings and other interior products, no one knows how to bring color to life more than the creative director of Lori Weitzner Design, Inc., a New York-based design studio, and the head of the Weitzner Limited brand Lori Weitzner. “I wanted to write a book for a very long time, and I kept trying to write the book that I thought people wanted to read instead of a book of what I wanted to say.

It’s important to be authentic and use your voice so this book isn’t about textiles; it’s about color, my first language. This book reflects how I see, remember and sense the world,” said Weitzner.

This intricate textile lets in light while providing a beautiful visual.

This drapery takes a cozy reading spot to the next level with soft coverage and an interesting textile.

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Out Loud

Alchemy

The message of Ode to Color is to find the right colors for you and use them as a tool for your life. The 10 color worlds are: 1. Waterside: All the blues, color worlds of comfort, and familiarity can be what you taste, touch and see. Not the most popular color until the pandemic.

6. Earthly: Cinnamon spice. Dreams and passion. Fire is earthy and awakening. Going through life singing instead of just smiling.

2. Silverlight: Cool metals, the color world of innovation. The visionary, very modern, very hip.

7. At Ease: Doing nothing. Taking naps, puppies, relaxation. Stunning warm neutrals. Fresh bread you buy. Most famous for upholstery and wallcoverings globally. Bringing nature in.

3. Garden Party: Play, joy, perfect for spring. About fresh new colors, not as sweet as macarons but almost there.

Letting go and playing.

8. Out Loud: Super bight and strong.

Courage. Strong. Energy. Go after what you want.

4. Night Shadows: Very serious.

Sophisticated, urban, handsome and mature. Urban about intimacy. The world you go in with a glass of merlot and a secret to share.

5. Whisper: Interwork. All the whites.

Hints of blue, pink or aqua. Innuendo.

Layering can make such an impact.

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9. Alchemy: Warm metals. Rose gold.

Sun-kissed. Celebrate the color world of inspiration.

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Order a signed copy of Weitzner’s book, Ode to Color: The Ten Essential Palettes for Living and Design, at bit.ly/ode2colorbook.

10. Fragrant Woods: Mother Nature.

Wood tones, dark moss, wellness, well-being. More connection to nature.

Scents and smells. Storytelling. V

Take the color worlds tests for free by visiting bit.ly/ode2colortest.

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PHOTO: ALUSTRA® COLLECTION FABRICS, HUNTER DOUGLAS

COLOR WORLDS COME TO LIFE

“For 10 years now, I have had the honor of working with Hunter Douglas on various aspects of the many incredible products they bring to market. The new group of window shade textures for its Alustra Woven Textures® line is inspired by the subtle patterns and rhythms of nature. It blends nuanced patterning with calming neutral colors that, married with natural light from the outdoors, infuses interiors with nature’s restorative glow,” Weitzner shared.

PHOTO: ALUSTRA® COLLECTION FABRICS, HUNTER DOUGLAS

In her latest collaboration with Hunter Douglas, Weitzner brought her signature aesthetic to an assemblage of fabrics created exclusively for the Alustra Woven Textures® line. Inspired by nature's movement and patterns, this collection comprises five woven designs and 17 colorways.

The five fabrics in the Lori Weitzner Collection for Alustra Woven Textures® are: Coppice: Emulates the areas of the woodlands where leaves, branches and air blend together impressionistically.

The three colorways are inspired by the different times of day: sunrise, midday and dusk.

Rivulet: Inspired by the soft breezes that create subtle movements of current in rivers and ponds.

Timberlake: Mirrors the beautiful patterns in the bark of the woodlands’ trees. The subtle variances of color in the five neutrals reflecting wood and light in these designs intertwine to form the overall look.

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Ramble (shown above): Reflects the winding pathways and leisurely movements of a relaxed walk through the woods with a special ribbon yarn that represents the walker’s leisurely journey.

Highlands: Based on the horizon where sky meets mountains, this design uses a novelty yarn representing the convergence of soft terrain and hard soil.

The window is the focal point to any room, but it’s also a canvas for color. Lori offers a unique perspective on the uses and significance of nuanced color at the window in her new Alustra® Woven Textures pattern line. V

For more information, visit hunterdouglas.com.

THE VENICE PROJECT You’ve never had a better view of color than when you visit the 2022 Venice Biennale. This three-story immersive exhibit will bring the beauty of color to life like never before. Color worlds come alive through translucent boxes, and you’ll experience original musical compositions and unique scents as Weitzner really brings color to life! Visit the 2022 Venice Biennale, now open and located at European Cultural Centre Palazzo Mora Strada Nova 3659 30121 in Venice, Italy. V

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F E AT U R E National Window Covering Safety Month: October

Standards of Safety

BY RALPH VASAMI, EXECUTIVE DIRECTOR, WINDOW COVERING MANUFACTURERS ASSOCIATION

Window covering cord safety is of paramount importance to the window covering industry. The Window Covering Manufacturers Association (WCMA) and the American National Standards Institute (ANSI), which is the accredited standards development organization for the window covering industry, published the first safety standards in 1996.

Since then, as designs of window treatments and the use of technology have evolved, the WCMA has updated these standards seven times to date.

Here is an overview of the current standards and a preview of the future standard changes that may occur.

In 2018, the WCMA worked with the Consumer Product Safety Commission (CPSC) and safety advocates to update the window covering safety standards to eliminate corded window covering products in stock. This required window treatments to be cordless and have only inaccessible cords or a shorter helper cord.

This historic change to the industry’s safety standards effectively eliminated the strangulation hazard from stock products, which describes most window coverings sold annually. In addition to these changes to stock products, there were also new safety standard requirements for custom-made products to reduce the potential for strangulation from the use of cords in this category of window coverings.

In April 2021, the WCMA reopened the discussion of the industry’s safety standards to further address custommade window treatments. And with a review of the incident and injury data provided by the CPSC and continued technological advancements, the WCMA’s technical committee concluded that in the next standards revision, it should include language to eliminate all exposed free-hanging cords from custom-made window treatments.

The process to make this revision to the safety standards included input from the CPSC, safety advocates, retailers and professionals from the window treatment industry. The proposed updated safety

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standard requirements for custom-made window treatments serve to address all hazards associated with window treatment cords as presented in the CPSC’s data about window covering injuries and hazards.

The proposed revision to the safety standards has been drafted and is out for vote by a balanced matrix of manufacturers, retailers, consumer advocates, government entities and other stakeholders.

If the revised safety standards are approved, they will likely take effect in late 2023 or early 2024. This will ensure manufacturers have ample time to redesign, re-engineer, test and produce custom-made products that are compliant with the new safety standards.

It is important to note that the updated window treatment safety standards will impact custom-made window treatments in much the same way as the 2018 updated safety standards impacted stock window treatment products. The updated ANSI/WCMA window covering safety standards will include the revisions for custommade window treatment products that incorporate new technological advancements to eliminate all freehanging cords.

The updated safety standards will also include information to strengthen the safety standard related to continuous cord loops with tension devices. It will eliminate the use of a cord as the consumer interface for retractable systems. (This may be replaced with wands and other devices.)

The WCMA is committed to the continuous improvement, based on available data and technological advancements, of the window covering industry’s safety standards. Over the coming months, more information about the approval and implementation of the updated safety standards will be provided.

SAFETY FIRST When we think of the many ways to ensure our homes are the safest they can be for children, windows might be a concern. Because, according to the U.S. Consumer Product Safety Commission, corded window coverings are one of the top five hidden hazards in American homes. The month of October is recognized as National Window Covering Safety Month by the Window Covering Safety Council (WCSC).

Corded window coverings are a strangulation hazard as infants and young children may accidentally become entangled in the cords and strangulation may occur. Thus, the month of October is a great time to remind customers and clients to increase awareness about the potential dangers exposed cords may present to young children. Also, point out that the WCSC and safety experts urge parents and caregivers to use only cordless window covering products or those that have inaccessible cords in homes with young children.

Some homes may have older window coverings in place, which may not be recognized as a danger by new homeowners or new parents. It is important to take notice of the window coverings where the children reside and make necessary safety updates.

Fortunately, it is easier than ever to go cordless.

A window covering safety standard went into effect in 2018 requiring all window covering stock products (products commonly sold in retail stores and online) to be cordless or have inaccessible cords to reduce the potential strangulation hazard that exposed cords may present to young children.

The Window Covering Safety Council continues its efforts to support consumer and trade awareness and educational efforts about how to eliminate hazards and prevent injuries with window treatment cords. It encourages all members of the window covering industry to continue to inform consumers about the importance of window treatment safety, especially if young children live within the home.

Window Covering Manufacturers Association » WMCANet.com Window Covering Safety Council

To identify window covering products that are safer for homes with young children, consumers should look for products marked with the Best For KidsTM label. The Best For KidsTM certification program makes it easy to identify window covering products that are best suited for homes with young children. In order to be eligible for this certification, manufacturers must meet the specified program criteria and submit their window covering products to a designated third- party testing laboratory. Products marketed with this label have no cords, no operating cords or no inner cords that are accessible and are also unable to create a hazardous loop.

“Increasing awareness of the dangers of corded window coverings may save lives,” said WCSC Executive Director Peter Rush. “Safety experts recommend that families in homes with young children should only use cordless window coverings or window coverings with inaccessible cords to limit the risk of preventable accidents.” V

» For more information, visit windowcoverings.org.

» WindowCoverings.org

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A trend board from Paris Texas Hardware’s Heritage Classics line.

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15 HARDWARE TRENDS

THAT ARE HARD TO IGNORE For many, a room’s window treatments are considered fashionable accessories.

Thus, this makes the window treatment’s hardware the polished accent to complete the look. And there are many design trends and looks that are continuing to gain interest when it comes to drapery hardware. Here are some of the trends that window fashion expert, designer and trend strategist Deb Barrett is seeing.

1

The trend is to use sleek lines punctuated with reclaimed and rustic materials, straight lines, simple curves or unpretentious shapes, but no sharp angles.

2

The style is to subtly layer organic elements, forms and hues against a backdrop of sophistication and modern simplicity.

3

To give the space more of an earthiness feel, select pieces of drapery hardware that use natural materials, marble, stone, concrete, wood, jute or rattan.

4

The continual introduction of handcrafted finishes from warm browns to limed, glazed and weathered looks.

These looks can be achieved through the creation of custom-made hardware.

5

When using organic textures, it is ideal to layer these natural textured materials to create added interest.

6

Hardware color schemes are revolving around neutrals— creamy whites to vibrant greens and soft taupe hues with subtle hints of black.

7

When looking for shades that offer a more refined effect, choose those with a warm undertone or tints of gray or brown.

8

Mix in woods from light oak to rich walnut to add depth.

9

Warm metallics add the perfect hint of glamour.

10

Don’t be afraid to mix various wood tones in the room. The mix of these organic materials creates a layered look that provides the right amount of texture and depth.

11

Painted finishes for drapery hardware are gaining more attention. This is from the increased use of hues of pink, terra-cotta, magenta and mauve in everything from tile to textiles.

12

Green is interior designers’ go-to color for 2022/2023.

No matter what shade, tint or tone, the use of green hues complements every style of design. Shades of green signify well-being; it’s expected that the color green—as well as the trends for nature, biomimicry and sustainability—will continue to remain popular in all aspects of interior design.

13

The color gray is on the way out. Complex neutrals and optimistic pastels, including hues of pinks, shell, blush and peach, are coming into view.

14

The transparency of tinted sheers offers the best way to highlight these color trends.

15

An increase interest in artisan craftsmanship is top of mind, with the ability to create unique, highly personalized and one-ofa-kind custom window treatments. This is made possible through technology and digital capabilities.

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HARD FACTS ABOUT WHAT’S NEW ORION Orion’s Wood Art brand is launching three new collections: Simply Wood, Modern Wood and Iconic Wood. These collections are in response to consumers’ growing interest in wellness and sustainability.

The Modern Organic collection starts with a canvas of modern architecture and layers on natural and organic materials.

Borrowing from mid-century modern with a nod to Nordic and boho design, the Modern Organic interiors offer inviting but sophisticated spaces. Orion likes to use organic wood tones because they instantly make a space feel warm.

It is also seeing a spike in demand for customization, custom paint matching and custom hand-done finishes. It has added more options to its Clear Vue collection of acrylic hardware to meet this demand. It has also added metal endcaps, a moveable elbow, inside mount sockets and C-rings with pass-through brackets.

French poles are still in demand. Orion offers the ability to custom-finish the poles with a multiple of mounting plate options.

Its new dual finish allows the ability to mix two finishes, painted or metallic, one for the pole and another for the elbow return.

HELSER BROTHERS Helser Brothers hardware has gotten edgier. It has added rectangle and diamond French poles, along with a new collection of brackets and rings. It has also doubled its finish selections with a variety of new powder coats and finishes that can be used on metal and wood. » HelserBrothers.com

And with window treatment cord safety getting more attention and the increased use of motorization, there is a strong move away from stationary rods with panels to traversing draperies. Thus, Orion sees that traversing systems are moving up on the trend curve. » IronArtByOrion.com

KIRSCH The Wrought Iron Collection from Kirsch is getting updated in the Spring of 2023.

It features gorgeous new finishes in chalk, heirloom copper and graphite and new finial styles. This collection adheres to traditional fabrication methods and offers old-world charm with clean updated modern styles. » Kirsch.com

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PARIS TEXAS HARDWARE Paris Texas Hardware is celebrating 30 years of providing hardware that is both stylish and functional, as well as offering customized solutions. Modern finial silhouettes and its heritage classic with a new twist and customized traverse solutions are integrated with the latest smart home collection.

Mid-century design finds bold expression in the new Clean Deco collection, which features eight finial designs and a deco cuff/ finial adapter. It’s available in 35 hand-painted finishes, six quick-ship metal finishers or through its PTH Perfect Match.

Time is the ultimate luxury and Heritage Classics are a curated collection of designs that have withstood the test of time like modern heirlooms with textured beauty and high-quality materials that leave a lasting impression.

The collection is available in 35 hand-painted finishes, five quick-ship wood and resin finishes or through its PTH Perfect Match.

The new modern decorative plated metal finishes are available in brushed nickel, rose gold, brushed bronze, charcoal zinc and matte black. Paris Texas Hardware has added 10 new design-inspired finishes to its popular Endless Finishes portfolio of finish assortments, bringing the total offering to 35 sophisticated and hand-painted finishes.

Its talented artisans are also able to perfectly match any finish desired.

It is possible to choose any Benjamin Moore paint color and it will be applied with the specified sheen as well as any additional highlights to create a completely customized finish.

Integrated with the latest smart home technology, drapery treatment options have also gotten smarter. Available in 13/8" metal and heavyduty traverse systems, Paris Texas Hardware’s new Slim Drapery Motor is designed to install seamlessly behind the drapery panel and provides integrated functionality without having to compromise the look of the window treatment. » ParisTexasHardware.com

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BRIMAR

FOREST Interior designers are selecting the Forest DS Design System Track with its curved profile because it offers both fashion and function. It is an aluminum profile manufactured with a patented lubrication process and powder-coated finish.

Its Frankfurt Collection is a 1" by 1" metal rail system available in polished chrome, satin nickel and black finishes. With all wheeled components, drapery will glide smoothly, and the look will be enhanced with the collection’s European craftsmanship. It is available in wall or ceiling mounts and offers brackets that are a modern square backplate.

All that glitters is gold. Forest offers many of its goods in decorative metal options, including the very popular gold tones from shiny to matte and in styles from traditional to modern. Its offerings include French returns, ringed pole sets, traversing options and motorization.

Finish off your window treatments with popular wood finishes. For Forest’s collection of wood neutrals in its modern farmhouse design, the most popular finish is in stone. The wood adds warmth to a room and the offering of its poles in diameters from 13/8" to 2¾" and the poles can accommodate its CS track for traversing or the FMS track for motorization. » ForestDH.com

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Brimar’s hardware offers both form and function. Its sleek metal rods with a 90-degree bend are available in custom lengths to support various drapery panel projects. The curved 1" rods recede directly into the wall and offer a clean, contemporary look.

Its rods are available in continuous lengths up to 11' in a choice of six designer finishes.

Since Lucite remains a popular trend in drapery hardware category, Brimar has a collection of square Lucite finials that are designed to coordinate with various pole materials to blend and enhance a variety of interior design aesthetics.

For a more natural or beachy vibe, Brimar’s Sea Coast collection offers textured wood rods. For more hints of modernity, its Bellevue collection of brushed metal rods is perfect. And if the need is to match a more specific style, select its Bellevue collection of matching acrylic rods or go for more glamour and transparency with the Cube collection. » BrimarInc.com

MORGIK METAL DESIGNS

current luxury With its SilenTrac drapery system, Current Luxury has refined the traditional drapery track with its innovative carrier design. The system is ultra-quiet, offers drapery-saver technology and is compatible with Current Luxury’s patented pin ripple, ripplefold and pinch-pleat draperies. It is available with manual and pendant operation and singlemotor dual options.

Currently Luxury also invented Revolve, the only revolving motorized drapery system. Its versatile rod is compatible with traditional pinch-pleat, grommet or pin ripple drapery styles. Uniform pin ripples may be created using the Revolve rod and a flat panel for flexible spacing—without snap drapery tape.

Revolve is available in a variety of finishes, power and remote-control options, manual or motorized for single or dual applications.

Morgik Metal Designs has recently seen increased interest in its fascia rods, which are made of metal and offer brackets to cover Lutron- or Somfy-motorized tracks.

The fascias are made in steel, brass, and stainless steel and use all of its finishes that have been loved for years. » Morgik.com

» CurrentLuxury.com

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SAM BLAIR

35, Director of Pre-Construction and Business Development PENINSULATORS

Sam Blair is an example of starting at the bottom and building a successful career. When he started in the window covering industry, he worked in the warehouse making shades for BTX. As he continued his career, he became manager of BTX’s lead sales representatives. His career then took him to several organizations, where he expanded his sales skills to include experience in training. He was drawn to returning to the Northwest and went from the vendor side to the dealer side and joined Peninsulators. In his role for the past two years, Blair has demonstrated his ability to generate sales. He knows a critical part of sales growth is customer service and he always goes the extra mile.

Often, Blair can be found up on the ladder servicing a job that wasn’t even installed by his company. He understands that everything he does reflects on the window covering industry and is determined to do his part to elevate the industry’s reputation for great service, knowledge and integrity.

At Peninsulators, Blair is responsible for educating general contractors, developers, architects and its direct clients.

CHELSEA CREEKMORE 31, CEO

CREEKMORE MARKETING

Up-and-Comers If this year’s 20 Under 40 award recipients are any indication, the window treatment industry will continue to have a robust infusion of new ideas, innovations, creativity and talent.

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Chelsea Creekmore may not make the window treatments, but with her firm, Creekmore Marketing, she creates and executes digital marketing initiatives for window treatment professionals. Her firm is a longstanding preferred vendor with Hunter Douglas, as well as being a sponsor of the Window Coverings Association of America and the American Society of Interior Designers. The multimillion-dollar agency with 42 employees is internationally known for its digital marketing seminars and webinars. In 2020, Creekmore hosted a webinar in partnership with Hunter Douglas to assist thousands of dealers across the United States and Canada to implement virtual consultations during the pandemic.

ALEKSANDRA JAKUBOWSKI

MANDEEP KAUR

ROMINA LLANES

AVANT-GARDE DESIGNS

WINDOW TREATMENTS BY KAUR

URBANIKA SHADES

In less than a year after opening her own company, Aleksandra Jakubowski worked with high-end interior designers across the country. She generated over $500,000 in revenue within her first six months of business. Working with her husband, who has more than 20 years of experience as an installer, Jakubowski has established AvantGarde Designs with its own workroom and has projects across five states.

Mandeep Kaur is a perfect example of how the window treatment industry offers tremendous opportunity for career growth.

She started as a customer service representative at Hunter Douglas and, within 10 years, she became the owner of her own retail company selling custom window treatments to designers, builders and owners of luxury homes. Kaur has been frequently recognized as one of the best window covering retailers in Caledon, Ontario, Canada. And not to be one who rests on her laurels, she also works hard to give back to her community through her support and fundraising efforts for local animal rescues, women’s shelters and children’s hospitals.

Born in Buenos Aires, Romina Llanes arrived in Miami 20 years ago and started her career in the design industry.

Using her experience working in luxury goods, construction, home staging, real estate development, hospitality and commercial projects, Llanes works to create beautiful window treatments that are both fashionable and functional. She perceives herself as being very privileged because she gets to do what she is truly passionate about. Llanes is also a very active volunteer with Operation Smile.

32, Window Treatment Designer

JILLIAN JOHNSON 38, Interior Designer

DECORATING DEN INTERIORS

In addition to her leadership role within the design industry as an accomplished designer, Jillian Johnson dedicates her time and effort to numerous community charities. Everyone from her clients to the members of the nonprofits in which she is involved recognizes Johnson’s genuine care and concern for those who are around her. She uses her skills and acumen in the design field and her leadership experience to serve on several nonprofit boards, including the HBA Charitable Foundation and Build My Future, which works to train young people in the field of design. Johnson also is the design chair for the Historic River District, helping her community cherish and celebrate its history.

36, Owner

TOMASZ KIOSEWSKI 39, Installer

AVANT-GARDE DESIGNS After 19 years as a window treatment installer, Tomasz Kiosewski is very precise in his work.

He believes that no matter the product, if it isn’t properly installed, it can’t offer the final effect the client was expecting.

Kiosewski has extensive industry experience, is wellversed with the latest technologies and has complete technical knowledge of all types of window treatments from hard to soft goods. As the husband of the company’s owner Aleksandra Jakubowski, Kiosewski ensures that their clients have the most professional experience from design selection to installation.

39, Owner/Director

ZACHARY LUKE

32, Owner/Principal Designer ZACHARY LUKE DESIGNS

Four years ago, when Zachary Luke opened his eponymous interior design firm, he used his skills and talents to make his presence known.

His projects have been featured in design magazines, trade publications and online. Luke has also been on local television programs to highlight both his residential and commercial projects. He uses his hard work to not only provide his clients with the best service, but he also strives to demonstrate to young designers what they can achieve.

“We are very proud to offer one of the only award programs recognizing young leaders in the design industry. These are the individuals who will be leading companies, creating safe and comfortable homes, and giving back to their communities for decades to come. It’s exciting to see so much new talent and enthusiasm entering our industry.”

—Grace McNamara, Publisher V ISION

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KELLY MACAULAY

CARLOS MARTINS

ELINOR PITT

CUSTOM DRAPES

WINDOW WORKS

STITCHED.CO.UK

In early 2019, Kelly Macaulay opened the Custom Drapes San Antonio location and, then in 2022, she opened the company’s third location in Dallas/ Fort Worth. Macaulay is constantly on the lookout for innovation and her ambition has pushed the company to learn about new products, materials and systems. She combines her knowledge of custom window treatments with her focus on details, design experience and desire to take the business to the next level; for example, she made medallions work in a modern design by using a hexagon-shaped holdback in combination with the use of modern fabrics. Macaulay has demonstrated she is a real go-getter when, during the pandemic, she offered virtual consultations and worked to complete projects without having to enter a client’s home until the day of installation. Macaulay is also involved in growing the industry by mentoring local interior designers.

In the past 15 years, Carlos Martins has contributed a great deal to Window Works from his passion to his expertise, technical construction skills and acumen as a problem solver.

His contributions to the organizations go far beyond his abilities to his efforts to train and lead the company’s installation team. He is a skilled installer in hard and soft treatments as well as a safety expert with in-depth knowledge of using ladders, scaffolding and harnesses. Martins understands that, when it comes down to it, for a window treatment retailer what sets it apart is its customer service and the skill set of its installation team. And Martins is an example of what it means to be a great installer from being able to think on his feet, handle tricky situations and, if necessary, have difficult conversations with customers. In 2022, because of his skills, dedication to his co-workers, professionalism with customers and commitment to his work, Martins was invited to become a co-owner of Window Works.

Elinor Pitt is the co-founder of the United Kingdombased Stitched, a blind brand that is working to transform the UK’s window industry. Before starting her career in interior design in 2011, Pitt was an electrical engineer and worked in technology investment and banking. The combination of her experiences is what gave her the idea for Stitched and a way to fuel her passion about design (especially fabrics), sustainability and technology. Since its founding in 2018, Stitched has sold more than 10,000 pairs of sustainably made curtains and blinds. It works with UK mills to produce natural and recycled materials, which helps Stitched keep down its carbon footprint, maintaining a core value of the business. It also has a network of over 30 independent British curtain and blind makers who produce high-quality made-to-measure products. produced the first artificial reality app to take window measurements.

FRANK McCULLAGH

ONE STOP DECORATING

32, Owner and Creative Director

MATTHEW MAHONEY

31, Executive Vice President of LG Interiors and Chief Operating Officer, Certified Window Fashions

39, Co-Owner

LG INTERIORS & CERTIFIED WINDOW FASHIONS

36, Head of Growth

Mathew Mahoney uses his combination of creative and strategic thinking in his roles as the two entities LG Interiors and Certified Window Fashions collaborate on projects. Under his leadership, both companies have seen exponential growth and increased revenues and market share. Mahoney’s involvement in the development of this new collaborative approach and business model was in response to changes within the industry and demographic shifts in Southwest Florida. He applies his business acumen to establish innovative strategies to assist businesses to allow for long-term growth by capitalizing on new opportunities.

For the past six years, Paul Frank McCullagh has worked with the window covering design and manufacturing company Bloc Blinds. With his passion for design and engineering, he oversees the company’s North America division. Bloc Blinds has grown as a global company through its team of engineers and innovators. The company is very committed to child safety and McCullagh was very involved with Bloc Blinds’ design and development of childsafe cordless products. In 2021, he oversaw the launch of its child-safe wand in North America and forged a strong relationship between the company’s U.S. and Canadian partners to secure continued growth opportunities for all. As a father himself, McCullagh is a driving force for Bloc Blinds’ Safe by Design efforts and its continual innovation in the operation of blinds safely and without dangling cords or chains. His research and development experience paved the way for Bloc Blinds’ launch of the new safety-first designed Bloc Wand with its patented design.

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BLOC BLINDS

25, CEO and Co-Founder

BRANDON ROELLCHEN 39, President

Brandon Roellchen has extensive experience developing design consulting sales teams. He has created innovative customer phone assessment procedures that prepare sales consultants to better serve homeowners by presenting the company’s high-quality products and value proposition. In recent years, Roellchen has managed a growth upward of 40% for One Stop Decorating and substantially increased its overall profitability. He works to give back to the industry by addressing industry groups and providing insights on management and profit growth for business owners.

Roellchen has set a high standard in the industry and is raising the bar for all sales consultants.

CIARA SACHKOWSKY

JERRY WANSING

JESSICA WORK

ROLLEASE ACMEDA

COULISSE

BLINDS COUTURE

With no prior industry experience, Ciara Sachkowsky has worked to create and manage an effective marketing department for Rollease Acmeda.

Sachkowsky has proven to be a strong mentor and is very supportive of her peers and works to build a strong team while fostering a work environment where the presentation of new ideas and ways of thinking are encouraged and exchanged. She has worked closely with the company’s management to launch Rollease Acmeda’s leadership role in the Attachments Energy Rating Council. In her free time, Sachkowsky uses her skills and talents to create websites, develop content and work on other media-related endeavors while also pursuing her real passion—crafting.

Jerry Wansing focuses his passion on Coulisse’s MotionBlinds motor program supporting B2B customers, as well as working on apps and smart home integration of window coverings.

There is no doubt that smart home application will continue to increase and expand the window treatment industry for years to come and Wansing is looking forward to being on the cutting edge of its development. He is also involved in the training of installers of MotionBlind systems.

When she started her company in 2007, Jessica Work made custom wedding dresses.

She then moved into fabricating custom drapery on her living floor.

Today, Work has 11 employees and an appointment-only showroom. Although it may seem like Work has moved away from designing wedding gowns, she really has just gone from dressing people to dressing windows. Through a referral-based business model with her employees and showroom, Work also does window treatment projects for other custombuilt new homes and/or large-scale remodel/renovation projects. Work designs, measures and fabricates everything from custom roman shades to drapery and anything that is a hardand/or soft-treatment window covering.

Blinds Couture also sells motorized products throughout Colorado as a representative for Hunter Douglas.

Work has been recognized for her top performance with an award from Hunter Douglas’ Alta brand.

29, Associate Marketing Manager

JESSE STOLOW 39, CEO

TOTAL WINDOW INC.

Jesse Stolow has evolved Total Window Inc. from a small momand-pop entity to a thriving familyowned business with more than a dozen employees that works throughout the state of Florida.

With his strategic vision, Stolow has established a team-oriented business structure to allow for Total Window’s continued success and growth. He serves as the finance director of the American Society of Interior Designers Florida South chapter and offers leadership sessions for emerging professionals. While continuing to run Total Window, Stolow went to law school at night and recently passed the Florida Bar.

31, Smart Home Window Covering Engineer

CARI WEIR

30, Business Development Manager ROLL-A-SHADE

Although she has over 10 years of experience in both the residential and commercial window treatment markets, Cari Weir is consistently learning about technological and textile advancements so that she can educate her customers about new systems. For her national restaurant, retail, medical and financial chain clients, Weir works to make spaces more comfortable and creates way to decrease sun exposure to increase the lifespan of products, as well as finding the right shading solutions to serve their specific needs.

She grew up in the window treatment industry and, throughout her school breaks and summers, she worked in the production department at Roll-A-Shade.

Weir received a degree in advertising from Texas Tech and, after graduation, relocated to Florida, where she worked at Automated Motorized Shades. She then returned to California and started her career at Roll-A-Shade.

38, Owner and Founder

JONATHAN YEHUDA

31, Vice President/Somfy Expert GLAMOUR DECORATING

Jonathan Yehuda is not only dedicated to his work but also to getting younger people to consider a career in the window treatment industry. Yehuda strives to create a strong team and, under his leadership, he encourages them to constantly improve their skills and knowledge. It is Yehuda’s stellar industry reputation that has allowed him to secure several high-profile clients, including women who appear on the Real Housewives franchise to high-end restaurants in New York City. Yehuda has also gotten involved with Somfy and serves as a resource for its marketing department by providing insight into consumer trends from his boots-on-theground experience and shares industry trends and insights from his working in New York City. He serves as an invaluable asset for Somfy by providing real-life use case studies about its motors. Yehuda is also a U.S. chaplain and volunteers at hospitals and fire departments, as well as working to support crime victims. V

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Foundation for Success When Joseph Perkowitz arrived 131 years ago in the United States and opened the first Perkowitz family window fashion store in Evanston, IL, little did he know what was on the horizon: establishing the foundation for a national company that still stands strong today.

In 2020, when Danny De Guzman was hired as Horizons’ general manager, he was tasked with being the company’s change agent and exploring new customer channels and opportunities. “I was hired to drive change, transform and take Horizons to the next level; our company is aggressive in looking for untapped opportunities,” said De Guzman.

Photo: Robin Gannon Interiors

Horizons Window Fashions, acquired in 2014

by Springs Window Fashions, continues to be guided by the founder’s vision to provide custom, high-design and bespoke window treatment manufacturing, engineering, and design capabilities. And with its idea to lead the charge to deliver future design ideas limited only by the imagination and creativity of its customers, Horizons strives to explore ways in which to better serve its clients without any limitations.

To create a fresh open-air ocean vibe, pair a simple natural shade with custom drapery using Horizons’ customer-owned-material process.

He continued: “And based on our extensive research, we saw that soft window treatments offered a tremendous growth opportunity for Horizons and nicely complemented its well-established woven shades. Thus, I began to look at how to maximize our capabilities and figure out how we could efficiently provide the creation of soft window treatments for both our network of Horizons dealers, as well as for interior designers in general.”

When De Guzman started with Horizons, the natural shade product category was leading in consumer demand. In 2022, soft textiles have made a noticeable jump in popularity, making it clear what designers are looking for from Horizons.

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Horizons’ team has hundreds of talented seamstresses, artisans and assemblers.

“With Horizons’ capabilities as a talented and experienced workroom with the best artisans, we knew we had the opportunity to take the strengths of this national organization and overlay the expected service and dedication of a local business to create a new type of workroom. A workroom that is national in service and location, but ‘local’ in its hands-on approach to creating custom window treatments, building client relationships and providing the best customer service.”

—Danny De Guzman, General Manager, Horizons Window Fashions

Horizons can now do any custom window treatment project of any size, while offering the necessary customer service and project management that is required from start to finish.

A window makes for the perfect reading retreat. Featured is Horizons’ knife-pleat soft shade in Fantasy, Forest Green.

National Is the New Local Through De Guzman’s dealer and workroom visits across the country, it was evident the fallout the pandemic and other economic factors had on local workrooms; many doors had closed and/or continue to close.

Because of this, interior designers are finding it more and more difficult to find a local workroom with the necessary talent, skills and resources to execute even the simplest of window treatment designs. As such, there was a clear gap to fill to provide these designers with an alternative resource to the local workroom.

Horizons prides itself on its highly skilled design specialists who have the knowhow to create high-quality, handcrafted, custom-made window treatments and the acumen to solve problems and to tackle the hardest and most intricate window treatment design projects.

us to become their workroom,” said De Guzman. “But we know how important the relationship between the designer and the owner of the workroom is, so Horizons has established a dedicated group of design technicians with handson workroom experience to work one-onone with our clients.”

Horizons can now do any custom window treatment project of any size, while offering the necessary customer service and project management that is required from start to finish. Also, the Horizons’ team has worked to develop and create specialized and sophisticated production methods and expert know-how in producing soft window treatments—from the simplest of roman shades to the most complex and intricate drapery projects.

“We are absolutely filling a void for interior designers. We have always been a strong window treatment company, but now Horizons has a solid foundation to expertly produce soft window treatments—from our preferred standard offering like roman shades to intricate 100% customized projects,” said De Guzman. “We take our expertise with soft window treatments and add the soft touch designers expect from their local workrooms to create a new type of working relationship.” V » HorizonShades.com

Every day, Horizons artisans and specialists work to satisfy the designer network and to complete premium quality window treatment projects. And with its talented team, state-of-the-art facility in Waukegan, IL, and honed processes to expertly construct window treatments, Horizons is confidently equipped to take on any custom-made window treatment project.

Horizons realized it could become the workroom for interior designers, located anywhere in the country, for any custommade window treatment design project.

To learn more about what Horizons Window Fashions can do for your business, scan the QR code.

Over the past two-and-half years, Horizons has worked to position itself as being able to offer designers and dealers located anywhere access to the skills, talents and resources of a national workroom but emphasize the all-important personal touches a local workroom offers.

“We have established a very easy-to-use custom order portal where any interior designer can enter the details of their project, send us the fabric and allow Content Sponsored by Horizons Windows Fashion

A bird’s-eye view of the Waukegan, IL, manufacturing facility.

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S H OW M E T H E M O N E Y Best Business Practices

Characteristics of Successful Businesses

BY LUANN NIGARA

Through my podcasts “A Well-Designed Business” and “Window Treatments For Profit,” as well as my involvement with Exciting Windows! over the past seven years, I’ve had the opportunity to interview more than 800 home décor business owners. I’ve listened to their stories, asked them about their business challenges and the solutions they implemented.

Reflecting on these conversations, I’ve come to realize certain similarities in their stories—from their struggles as business owners to the characteristics that have led to their success.

One such strategy that successful companies have implemented is the establishment of a mission statement for their business and a list of core values and the sharing of this information with their team members.

In my interview with Rick Baker, the second-generation owner of Galaxy Draperies, he explained how it was important for him to uphold his company’s mission and core values that were

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established by his mother at the founding of the business. She instilled in Baker the characteristics that define the Galaxy brand, and it’s through this clarity that the organization continues to attract their ideal clients, those who believe in similar values. And as the third generation enters the business, Baker continues to discuss the company’s mission and core values and how they set the company’s culture. I love that Baker does this, as this simple strategy benefits the company in immeasurable and rewarding ways.

I have also noticed that the business owners who have core business values are not only profitable but are also fulfilled in operating their own

companies. It’s evident that there are core foundational elements that contribute to the success of a profitable business.

1

They believe in themselves.

Entrepreneurs face a myriad of hurdles, the never-ending to-do lists and having to lead their organizations. It’s critical that they believe in themselves, which means understanding and appreciating your superpowers. Having belief in yourself will be of tremendous benefit to you throughout your business career.

Frequently, it’s not about having the necessary information, but rather

it’s about having the courage of your convictions to make a decision. When you believe in yourself, you know you’ll make both right and wrong decisions.

Your confidence in your abilities doesn’t waiver—and this is what is critical to have a successful mindset.

2

They build a great team.

3

They build strong relationships.

Even if you’re a solo entrepreneur, you still have a team that includes your accountant, lawyer and bookkeeper. And if you have a larger company, you also have your administration team, designers, salespeople and installers. It’s important to surround yourself with a good team who you can go to for advice and to share ideas. There is a saying, “Garbage in, garbage out,” and this holds true with the members of your team.

If I’ve said it once, I’ve said it a thousand times: “Your business is only as good as the relationships you have— the relationships you have with clients, vendors, tradesmen, mentors and social networks.”

Reflecting on my career, I know it was the value I placed on my relationships that contributed to my success. From the time I started Window Works and developed Exciting Windows!, I’ve worked to create strong, reliable, reciprocal and respectful relationships. The benefits of investing time, energy, expertise and even money in others always comes back in spades.

Be the person who builds others up and watch as they assist in return to build your business.

4

They know what matters.

I can’t overemphasize how important it is to establish your company’s mission and core values.

As a business owner, you must have those guiding principles that dictate your actions on everything from how you will deal with an unhappy customer to a disgruntled employee. By identifying your values and core business principles, you’ll be able to turn even the worst days into good days.

I saw how Jessica Matteson of Matteson Landscape Architecture worked to

prioritize the incorporation of her values into her business and how this caused her to reprioritize all aspects of her organization. She asked herself how she could bring her personal values into her professional world in a way that would benefit both her clients and her business.

Matteson didn’t want to solely focus on the look of the design, but she wanted to create a multisensory experience with her landscape designs that add tremendous value to the lives of her clients. So, she realigned every aspect of her business— from invoicing and design meetings to building the landscape—to ensure she is maximizing the client experience. And the realignment of her personal and professional values reinvigorated her love for the work she does and continues to set her apart from others in the industry.

5

They stick to their principles.

Running a business is not easy, but it’s essential to ensure that your work aligns with your values, as this will create energy and enthusiasm for your business that nothing else can. Knowing you are living your best life, showing up every day as your best self and inspiring those around you to do the same is priceless.

The tagline at Exciting Windows! is “Build a Better Business.” And when you clearly know your values, commit to incorporating your principles into your business and operate your business with authenticity and integrity, you, too, will be able to be build a better business. V With four decades of industry experience, LuAnn Nigara is an award-winning author, keynote speaker and the host of two podcasts: “A Well-Designed Business” and “Window Treatment For Profit.” She is also part of the ownership team of the Livingston, New Jersey-based Exciting Windows! and Window Works. Through Exciting Windows!, LuAnn University and her one-on-one coaching services, Nigara teaches window treatment pros and interior designers how to operate profitable businesses.

LuAnnNigara.com, LuAnnUniversity.com, ExcitingWindows.biz

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S H OW M E T H E M O N E Y Best Business Practices

A Sneak Peek Behind Competitors’ Curtains

BY DEBORAH DAILY, OWNER, BUCKAROO MARKETING

Have you ever wished you could take a surreptitious peek into your competitors’ operations or decision-making processes?

What if I told you that it may be easier than you think?

First, there’s the low-tech insight you may gather by analyzing the elements of your competitors’ online presence. You’ve probably glanced at their websites, skimmed their blog posts and tried to keep an eye on their social media profiles. But have you really taken the time to analytically review this information?

Have you read it word for word to see what you might be able to glean from the presented information?

For example, you might discover their materials emphasize benefits your products also deliver but you don’t promote.

If they make a strong case for those benefits, the question to ask is why. We all like to think we’re smarter than our competitors, but it’s safe to assume that they may know some things we don’t.

For instance, you may refer to a particular attachment for your product as a “mixer,” but a review of your key competitors’ sites reveal they call the same type of product a “blender.” Are they operating out of ignorance, or do they know something you don’t? Could it be that a large portion of your customer base also calls this item a “blender” and you’re the one who’s out of step?

Or maybe you’ll discover the competition is targeting a market segment you haven’t considered. This may present an opportunity for you to grow your market share.

Also examining the keywords they’re using, how they rank on search engines and how they’re investing in pay-per-click strategies may provide as much insight as stealing a copy of their strategic plans.

Take keywords, for example. You can identify the keywords your competition believes are the most important to see whether you’re using the same keywords. You can examine how Google ranks every page of a competitor’s website for specific keywords and you can compare how your web pages rank. If they consistently outrank you, it pays to discover why. Don’t just look at the obvious choices, try to think like a prospective customer and examine search strings that customers may have entered.

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Let’s go back to your choice of the word “mixer” and your competitors’ use of “blender.” You can compare the actual number of clicks each of those terms has received over the past six months. By looking at other terms your competitors have assigned as a high priority, you may discover you need to weave those words throughout your content.

It’s also important to understand how search engines operate and how they compare to actual humans. We know humans react well to visuals, but Google doesn’t assign any weight to the images, so you need to make sure to use verbiage and tags when describing the photos. Instead of doing what may seem logical, you must play the game according to the preferences of the search engines.

When you discover additional keywords and other terms that perform well for your competitors, it demonstrates the words that your prospective customers are using, so you should weave those words into your blog posts, newsletters, email marketing efforts and even your offline brochures and sell sheets. Data may tell you a lot about marketplace behavior and trends if you know how to correctly analyze it.

A little research may pay off handsomely, especially when you can do it without being noticed. And have you ever wondered whether your competitors have been smart enough to do the same to you?

“By looking at other terms your competitors have assigned as a high priority, you may discover you need to weave those words throughout your content.”

— DEBORAH DAILY

Test, Learn, Evolve Social media moves quickly. Trends, platforms and use cases are constantly changing. Here are some of the ways that consumer expectations have shifted. Consumers are more conscious with their screen time, especially as they find their footing in a post-pandemic world. Marketers have more channels to choose from, algorithms to untangle and audience preferences to rethink.

Here are some of the ways in which we can reflect and reorient to the everevolving social media landscape.

■ Your brand is in constant competition for consumers’ attention— online and offline. Savvy marketers need to understand where their audience is going and what they’re looking for when they get there.

■ Consumers find short-form videos 2.5 times more engaging than long-form videos.

■ Seventy-four percent of consumers think the publishing sweet spot for brands is one to two posts per day.

■ The most engaging types of in-feed social content (in order of importance): short-form video, images, live video, GIFs/memes, text-based posts and user-generated content.

■ Types of content consumers like to see from brands they follow on social media (in order of importance): posts highlighting their product or service; customer testimonials or real customer demos; posts highlighting the brand’s personality; authentic, less-produced videos; and contests and/or promotions.

“Today’s consumers seek authenticity, and a super-polished or overly stylized piece of content isn’t it. A produced video is essentially your opinion—and consumers aren’t interested in your opinion,” said Jenny Li Fowler, director of social media strategy at the Massachusetts Institute of Technology. “They want to hear what other people think of your brand and/or product. Who better to serve as brand ambassadors than people who love your brand so much that they create content for their personal channels bragging about you?” V Source: 9th Annual Trend Forecasting Report, on U.S. Social Media Trends For 2022 & Beyond, Sprout Social

Smart shade control for pros

Works with all major motor brands:

Flawless Integration with:

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FLAIR September + October 2022

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

Ona Drapery Hardware Company

» For a free catalog, please call 800-231-4025 or visit onadrapery.com.

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The source for custommade drapery hardware.

From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy-gauge steel, wrought iron, crystal and more. Custom curving is also available for all rod profiles. Be sure to look at our new acrylic rods, art glass finials and polished chrome finishes, in addition to our popular French rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction.

Insolroll Insolroll Elements Decorative Roller Shades deliver the fabrics and design flow homeowners want. A curated selection of paired fabric options matches textured blackout and lightfiltering fabrics for complete light and privacy management throughout a home. Captivate clients and win more jobs with nearly 200 SKUs in Insolroll’s designer collection. » Learn more at insolroll.com.

Coulisse Discover UltraSafe Solutions

by Coulisse Safety is key to our design.

All Coulisse Absolute systems are designed to be child-safe, including control options such as twin pull, cordless and MotionBlinds smart technology, which are suitable for the application of roller, double roller and cellular shades. These systems are not only child- and pet-safe to prevent any unnecessary accidents from occurring, but they are designed to offer so much more. » Read more at bit.ly/7reasonsformotionblinds.

Somfy TaHoma® is an IP-to-RTS gateway that can control up to 40 RTS channels.

It’s compatible with a wide range of third-party systems, such as Control4®, Crestron, Savant, Elan, RTI, URC, Philips Hue and Brilliant. It works with Google Assistant and Amazon Alexa, allowing for voice commands to control window coverings. » Read more at bit.ly/tahomasomfy.

Draper Draper introduces a new level of style and sophistication with the open-roll concept FlexStyle™ motorized window shade.

FlexStyle is sleek, streamlined and simple.

With nine designer hardware colors and hundreds of fabric choices, these deluxe shades are powered by Somfy to bring you the level of smart control you desire. » Learn more at draperathome.com.

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C U R TA I N C A L L Last Look

When Jackie Armour of Jupiter, Florida-based JMA Interior Design begins a project, she likes to start with selecting a room’s textiles and then develops the color palette for the furnishings based on the print’s hues.

Armour has an incredible talent for using and mixing colors, prints and patterns to create fresh, bold and exciting interiors. She thinks vibrantly painted walls and graphic custom-made window treatments not only give a room a colorful punch, but also serve to frame and draw attention to a home’s real artwork—the vistas and views offered by its windows.

Window Treatment Fabric: Hama by Harlequin Photo: Carmel Brantley, Brantley Photography

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Horizons Workroom Your Local Workroom with Endless Possibilities

Located in Waukegan, Illinois, our team of talented artisans pride themselves on bringing your designs to life. Each project is given the same attention to detail and care as a small workroom, all while serving designers like you nationwide.

We understand that your designs are as unique as the clients you serve. That’s why we give our full attention to each custom window treatment—no matter the size, quantity, or simplicity. Want to see for yourself? Come visit us for an in-person tour. Simply call 800-858-2352 or email sales@horizonshades.com to set up an appointment.

National Service, Local Feel We aren’t just another workroom. With a team of hundreds of talented seamstresses, artisans, assemblers, and associates, we take our role as your preferred workroom very seriously. Although we provide service on a national level, we give each and every project the same attention you’d expect from local specialty workrooms including services like C.O.M. processing, design modifications, trim options and more!

The Proof Is in the People It takes more than beautiful fabrics to create high quality custom window treatments. Our team of dedicated artisans cut and sew each design, ensuring each project receives detailed attention. Our talented staff makes sure each window treatment meets high quality standards—creating a finished product they would be proud to display in their own homes.

A Local Workroom at Your Fingertips Finding a place to make your clients’ dreams a reality can be tricky. At Horizons, we work closely with designers just like you to make sure every detail is just the way you envisioned it from the first few cuts to the very last stiches.

(07/22) 22-362650_v2