Doug Barger, Kathy Cragg Pace, Devin Frey, Jenna Gaidusek, Justin Gianola, Else Johnson, Roger Magalhaes, Oliver Schreiber, Linda Tully, Shaun Turner
SUBSCRIPTIONS
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Designer: Eric Ross Interiors
Photography: Evin Photography
Fabricator: Decorators Workroom
Millwork Design & Fabrication: James Dunn of Vintage Millworks
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Unwrapping What’s Next
The holiday season is here, and we’re feeling it! The hustle and bustle of back-to-school has come and gone, but things aren’t slowing down (do they ever?). With Thanksgiving around the corner, it’s time to plan menus, pull out decorations and start the hunt for the must-have toy of the year.
That same energy is buzzing through our industry. The world of window coverings is moving full speed ahead, and this issue of VISION is here to keep you inspired and informed. And did you hear? Drapery is back and bigger than ever. From floor-to-ceiling drama to layered textures, designers are embracing the art of the statement window, and with all that excitement, 2026 is shaping up to be one busy year.
If you’ve ever wondered what it takes to work with high-networth clients, don’t miss “A Higher Standard” on page 32, where seasoned pros share what it’s really like to serve luxury customers. You’ll also find the latest decorative hardware trends dressing windows in 2026 (spoiler: matte black is still holding strong, but antique brass is stealing the spotlight). Plus, meet our Class of 2025 Under 40! This year, we received an unprecedented number of entries, so we doubled the list. Meet 40 incredible millennials and Gen Zers who are making major moves in the world of window coverings.
And mark your calendar: IWCE 2026 is heading to Raleigh, NC, April 21–23. Early-bird registration is open now at IWCE-Vision. com until January!
Wishing you a joyful, inspired holiday season!
Cheers,
Ania Managing Director
Lindsay Managing Editor
CORN RISOTTO*
Serves 4
INGREDIENTS
6 cups corn stock chicken stock
1½ cups raw corn kernels (from about 2 ears corn, save the corncobs)
2 tablespoons unsalted butter
1 leek, white and light green parts only, finely chopped
1 teaspoon kosher salt
¼ teaspoon black pepper
1 cup arborio rice
½ cup dry white wine
1 cup grated Parmesan cheese
¼ cup heavy cream
2 tablespoons minced chives (optional)
INSTRUCTIONS
1. Add chicken stock and corn cobs to a saucepan and bring to a simmer. Keep the stock at a simmer while you make the risotto.
2. Melt 1 tablespoon butter in a sauté pan over medium-low heat. Add leek and cook, stirring occasionally, until softened, about 6 minutes. Season with salt and pepper. Add rice and cook, stirring, until grains look slightly translucent.
3. Pour in wine and cook, stirring, until it has all been absorbed, about 1 to 2 minutes.
4. Add a ladleful of hot stock to the rice mixture and cook, stirring constantly, until rice has absorbed all of the stock. Continue cooking, adding ladlefuls of stock whenever rice mixture looks dry and stirring continuously. When half the stock has been added, stir in corn. Continue cooking until all of the stock is incorporated, corn is tender and rice is creamy and tender, about 30 to 40 minutes total.
5. Remove risotto from heat and stir in Parmesan and remaining tablespoon of butter. Cover and let stand for 5 minutes.
6. In an electric mixer fitted with the whisk attachment, beat cream at high speed until it holds stiff peaks. Uncover risotto, stir vigorously and season to taste with salt and pepper. Immediately before serving, stir in the chives, if using, then gently fold in cream.
*Recipe adapted from the New York Times
That Manufactures Results By Doug Barger and Shaun Turner
A Nashville Noel
When it’s time to decorate for the holidays, designer Eric Ross gives “the field room,” one half of the family’s living room in his Nashville, Tennessee, home, a festive update that feels both refined and relaxed. Centered around a stately fireplace and a glittering Christmas tree, the space reflects his signature use of layered pattern and color, with rich browns and soft blues creating a sophisticated twist on classic holiday style.
Stationary panels and valances in a damask by Duralee, edged in a Greek key trim and hung on B&B Metal hardware, set a polished tone. Motorized Hunter Douglas roller shades filter the afternoon light, making the room as functional as it is beautiful. Over three decades of marriage, Eric and his wife, Ruthann, have collected ornaments and decorations that now fill the space with meaning, from feathers and velvet ribbons to Swarovski crystal snowflakes that shimmer softly in the glow of the season.
For Eric and his family, the holidays are a time to reflect, rejoice and share in the simple joys of faith and togetherness, all set within a room that feels as welcoming as the holiday spirit itself.
Designer: Eric Ross Interiors
Photography: Evin Photography
Fabricator: Decorators Workroom
Millwork Design and Fabrication: James Dunn of Vintage Millworks
& Noteworthy
NEW AND NOTEWORTHY
Natural Harmony
Lutron and Hartmann&Forbes unite craftsmanship and technology with Native by Design, a new partnership pairing Lutron’s intelligent motorized shades with Hartmann&Forbes’ handwoven natural textiles. Crafted from renewable fibers like grasses and reeds, the collection brings organic warmth to whisperquiet roman and roller shades, delivering seamless performance, timeless style and effortless integration. Lutron.com | HartmannForbes.com
All the Trimmings
Temperley London and Romo celebrate the season with a jewel box of decadent trimmings rich in color, texture and holiday spirit. Embroidered feathers, velvet leopard braids, lace-inspired fringes and classic multi-tassel trims capture a sense of festive grandeur. Inspired by the ornate details of the Temperley London archive, each piece adds a dash of opulence to draperies, pillows or gifts, making every detail feel dressed for the occasion. Romo.com
A Touch of Opulence
TEXTON adds a refined finishing touch to its COLOR
Roller Shades with the debut of their new decorative bottom rail collection, Opulence. Offered in eight metal finishes or fabric-wrapped styles with mix-and-match end caps, Opulence brings subtle glamour to any space. The collection makes it easy to create a cohesive, custom look, proving that a little polish goes a long way in transforming functional into beautiful. Texton.com
& Noteworthy
Frame of Mind
Framebridge teams up with Farrow & Ball to bring color-loving collectors a fresh way to frame. The collaboration debuts two new frame styles finished in Farrow & Ball’s most iconic hues, from earthy Etruscan Red to rich Green Smoke. The result is a palette that lets every piece of art shine, perfectly framed and perfectly hued.
Framebridge.com
Dream Weaver
Designer Sarah Sherman Samuel reunites with Lulu and Georgia for Reverie, a fall 2025 collection that feels like a daydream brought to life. Sculptural accents and hand-loomed rugs mingle with soft moss greens, baby blues and pale woods for a look that’s light, fresh and delightfully whimsical. The standout piece, a scalloped coffee table with Samuel’s signature curves, anchors the collection’s playful, airy mood.
LuluAndGeorgia.com
Roman Reinvented
Coulisse introduces a complete solution for roman shades, now available and in stock in Miami. The collection pairs newly curated fabrics with premium roman systems and integrated Motionblinds motors. Featuring sheer, light-filtering, and blackout options inspired by natural luxury, all fabrics are Trevira CS and Oeko-Tex® certified, with flame-retardant choices available. Designed for seamless compatibility with the brand’s roman small and XL systems, this total concept merges elegance, performance, and functionality. Coulisse.com
Step-by-Step Tutorial
How to stabilize luxury embroidered linen for draperies and roman shades
BY LINDA TULLY
When working with luxury embroidered linens, beauty and challenge go hand in hand. The intricate stitching creates tension on the base fabric, which can cause bubbling or distortion if not handled with care. In this project, we fabricated a pair of motorized draperies and a flat roman shade, both finished with tassel trim, using 100% linen. To stabilize the fabric and preserve its shape, we used a combination of interfacing and blackout lining, along with other reinforcement techniques. The result is a set of treatments that look refined on the outside and strong on the inside. Follow along for the steps and products that made these treatments shine.
SUPPLIES NEEDED
• Interfacing (iron-on and full-width for shade)
• Döfix iron-on adhesive
• Blackout lining
• Interlining
• Stabilizing ribs
• Adhesive buckram
• Tassel trim
• Matching thread
• Clear rings and safety locks
• Iron and steam
• Pins and hand-sewing needles
DRAPERY PANELS
Step 1: Add Interfacing to Leading Edges
Iron on interfacing to stabilize the leading edges and returns. This creates a strong surface so the tassel trim can hang without pulling on the linen.
Step 2: Apply Tassel Trim with Döfix
Use döfix adhesive to attach the tassel trim to the leading edges and remove paper backing. Pin in place, leaving a bit of ease so the trim won’t stretch.
Step 3: Heat-Set or Sew the Trim
Press with a hot iron and steam to set the adhesive. If your iron isn’t hot enough, stitch through the döfix with matching thread to secure the trim.
ROMAN
SHADE
Step 1: Interfacing the Entire Piece
Unlike the drapery panels, the roman shade fabric requires full-piece interfacing for stability.
Step 2: Add Interlining and Blackout
Layer in interlining, blackout rib pockets and blackout lining. This ensures light control and structure.
Step 3: Reinforce with Ribs and Buckram
Insert stabilizing ribs and adhesive buckram inside the bottom hem. Use two layers of buckram with adhesive sides facing out.
Step 4: Attach Trim and Hardware and Admire the Finished Shade
Apply tassel trim with döfix then finish with clear rings and safety locks. The result is a roman shade that holds its shape beautifully while highlighting the embroidery and trim.
FINAL NOTE
With luxury embroidered linens, it’s the unseen details that ensure long-term beauty. By reinforcing the fabric with interfacing, interlining and careful use of adhesives and trim, you give the embroidery the stability it needs to truly shine.
Located in Temple, Texas, Linda Tully creates bespoke window treatments and bedding specifically designed and fabricated for every project through her workroom Tully Drapery Shop. She first started in the business with Custom Coverings drapery workroom in 2000. She is a former IWCE speaker and has won many awards. Many of her award-winning rooms have been published in books and magazines. Linda is accomplished at designing, selling and fabricating all styles of window treatments. She has lived and worked in the interior design industry in nine states in the U.S., giving her valuable knowledge about regional styles and architecture.
» TullyDraperyShop.com
The Future of Bespoke Business
How custom-built AI apps can simplify your workflow and elevate every client touchpoint
BY JENNA GAIDUSEK
Picture this: It is 2026. You are running your business and, instead of juggling a dozen disconnected tools, everything— quoting, scheduling, sourcing fabrics, client conversations, installs, reviews and follow-up—lives inside one platform. Not just any platform, but one that speaks your language, reflects your brand and moves with the same rhythm you do, because it is an app built for the way your company operates (not how the tech developers told you it should).
This summer, I made it my mission to trim down my own tech stack. Instead of paying for endless subscriptions I only half-use, I started building my own apps using my favorite AI models paired with a no-code app builder. The result? Userfriendly, all-in-one tools that cancel the clutter, streamline my workflow and finally feel like they were designed for me.
How to Get Started
Here is the simple road map I followed:
1. Pick one pain point. Is quoting eating up your time? Are you tired of stitching together emails, spreadsheets and project notes? Start with the task that slows you down the most.
2. Choose your AI helper. Tools like ChatGPT, Google Gemini or Perplexity can process your notes, client requests and fabric specs faster than you can type them out.
3. Wrap it in a no-code app builder. Platforms like Comet Browser, Glide or Bubble let you connect AI to a clean, branded interface without coding required.
4. Test and refine. Drop in your client questions, inspiration boards or install schedules and see how the app handles them. Tweak it until it feels like a natural part of your workflow.
What used to cost hundreds of thousands of dollars and take months to create can now be built in a matter of days. And the price tag is often no more than what you are already paying each year for that bloated program you only use 10% of, or for the five subscriptions you are stitching together.
When you build your own AI-powered app, you are not just solving a workflow problem. You are elevating the entire experience of how your business runs.
This is the new definition of luxury in your business. It is not about flashy features. It is about refinement. Every detail of your process, from quoting to sourcing to communication, becomes a polished extension of your brand. When a client asks a question, your system answers from your internal playbook. When your team needs guidance, your platform delivers it with your standards built in. It is bespoke, seamless and unforgettable.
For years, designers and window treatment professionals stretched themselves thin, piecing together a patchwork of tools while wearing every hat. We adapted, but the tech was never built for us. Now, AI has caught up. We finally have tools that tighten processes, streamline workflows and give us back the freedom to focus on our vision.
Your Platform, Your Signature
Every layer of your business can feel as refined as the draperies and shades you install. Your platform can respond to sketches, client notes, inspiration boards and operational needs. It carries your signature into every touchpoint so nothing feels generic.
Big brands are no longer the only ones with custom-built tech. This level of polish and personalization is now in reach for every business. Your AI-driven system becomes a living, growing resource, adapting as your creative flow evolves and supporting your pace.
And when every detail reflects your signature, the result goes far beyond efficiency. It creates an experience that feels intentional, elevated and unmistakably yours.
Beyond Efficiency
This shift is not just about efficiency. It is about shaping a business experience from the inside out with:
• Elegant workflows
• Smarter client interactions
• Processes that echo your taste and expertise instead of flattening them into cookie-cutter steps
Here are a few everyday examples of how a custom AI app can transform your workflow:
Quoting
• Before: You are flipping between emails, spreadsheets and PDFs, then reentering the same information in your scheduling tool.
• After: A client enters a few details, your app calculates the quote instantly, stores it in your project dashboard and drafts the follow-up email in your brand voice.
Scheduling
• Before: You are coordinating installs through email chains, sticky notes and phone calls that inevitably get lost.
• After: Clients select an available time from your branded app. The system schedules it, alerts your team and even sends reminders without you lifting a finger.
Client Communication
• Before: You spend hours crafting responses to repeat questions about fabrics, measurements or lead times.
• After: Your app replies instantly with answers pulled from your own standards and FAQs, in your voice, so clients feel taken care of.
Your clients notice the difference. Projects move faster. Communication feels sharper. Every interaction reinforces the luxury of working with your brand.
When you build your own AI-powered app, you are not just solving a workflow problem. You are elevating the entire experience of how your business runs.”
The Road Ahead
We are only scratching the surface. As AI becomes more intuitive and accessible, personalization will only expand. Training new team members will be seamless. Your platform will guide them, answer questions and support projects from concept to installation in your distinctive style.
Luxury in this industry has always been about more than the products we install. Now, it is about the quality of the experience we deliver. Building your own AI-powered stack means setting your business up for innovation, creativity and effortless growth. It means finally being able to put your energy where it matters most: your clients and your design vision. V
Jenna Gaidusek is a visionary entrepreneur, an interior designer and one of the most trusted voices in the world of design technology. As the founder of AI for Interior Designers™, Jenna has dedicated her career to helping creative professionals navigate the fast-changing landscape of artificial intelligence with practicality, confidence, clarity and a healthy dose of curiosity. Learn more at AIForInteriorDesigners.com
7 Ways to Thrive with Elite Design Teams
Steps to succeed on high-stakes installs
BY ROGER MAGALHAES
Picture this: a multimillion-dollar project where the architect has perfected every sightline, the interior designer has curated each fabric and finish, and the contractor is orchestrating a small army of trades. In these environments, nothing is left to chance. The stakes are high, the expectations are higher and every professional on-site is under the microscope.
As window treatment specialists, our role in these projects goes far beyond hanging blinds. We’re tasked with protecting the integrity of the design, solving technical challenges and elevating the vision of the entire team. Over the years, I’ve learned that thriving in these collaborations isn’t just about skill with a drill—it’s about communication, foresight and professionalism. Here are seven principles that have served me well when working alongside elite architects, contractors and designers.
1. Get Involved Early and Stay Involved
The later we’re brought in, the harder it is to get things right. Too often, window treatments are an afterthought, until someone realizes a recessed shade pocket or oversized drapery requires structural reinforcement.
On one project with a dramatic curved wall of windows, I was called in after drywall was finished. The architect had envisioned sweeping draperies but hadn’t considered the weight or mechanics of a curved track. We found a solution, but it caused delays, stress and additional costs. If we’d been part of the early planning, we could have avoided the scramble. Early engagement allows us to anticipate challenges, propose better solutions and ensure window treatments are woven into the design and not tacked on at the end.
2. Learn Their Language
Each discipline speaks differently. Architects think in terms of structure and form. Designers focus on mood, color and flow. Contractors prioritize scheduling, budgets and site logistics.
Our job is to bridge those worlds. When a designer asks for a “soft, ethereal glow,” we need to know which fabrics, linings and hardware achieve that effect. When an architect specifies a “clean ceiling line,” we should suggest recessed tracks or hidden headrails that don’t break the profile. The right questions: “What feeling are you trying to evoke?” or “Can you show me an example of the look you want?” Turn
abstract vision into practical execution. Speaking their language elevates us from installers to collaborators.
3. Communicate Proactively and Transparently
On complex projects, silence is the enemy. Establish who your main point of contact is, learn their preferred method of communication and provide consistent updates.
If a fabric is delayed, don’t wait until the install date to break the news. Share it immediately, along with options to pivot. Even a short email with progress photos builds confidence.
I recall one project where we encountered a hidden beam that clashed with our planned hardware. Rather than presenting just the problem, we sent the contractor and architect two alternative solutions, complete with cost and time implications. That transparency earned us not just gratitude but long-term trust.
4. Document Everything
Memory is fallible, but documentation doesn’t lie. Keep thorough records: measurements, fabric selections, finish approvals, signed drawings, change orders, photos and correspondence.
This isn’t about covering yourself. It’s about protecting the project. When a designer changes their mind about fabric midstream, your records eliminate confusion. When site conditions shift, your photos prove what was in place before. A well-documented project moves smoothly, avoids finger-pointing and keeps relationships intact.
5. Bring Solutions, Not Just Problems
Every job has surprises: out-of-square windows, structural quirks, fabrics that behave differently than expected. Simply saying “this won’t work” stalls progress. Instead, arrive with options: “We could modify the hardware, switch to a slimmer track or adjust the pleat style. Each option has pros and cons. Here’s what I recommend.”
This positions you as a problem-solver who makes the entire team look good in front of the client. And in elite circles, that’s the kind of partner they invite back.
6. Elevate Your Professional Presence
On luxury projects, everything counts, not just the finished product. How your team dresses, how your truck looks, how you protect floors and furniture—all of it reflects on the designer and contractor who brought you in.
We make it a rule: clean uniforms, spotless tools and a tidy work area at the end of the day. Clients notice. So do collaborators. In fact, several designers I work with now
mention that they feel at ease recommending me because they know my crew enhances their reputation on-site.
7. Treat Every Project as a Master Class
No matter how many years you’ve been in the industry, high-end projects will test you. They’ll push you to work with new fabrics, integrate the latest motorization technology and collaborate on architectural details you haven’t seen before.
Rather than dreading these challenges, embrace them. Each one is an opportunity to refine your skills and expand your knowledge. I still learn something new on nearly every project. That growth is what keeps our craft dynamic and rewarding. V
to people already in the window treatment industry and newcomers looking to gain an edge to be successful.
Roger Magalhaes is the chief owl installer at Trading Up Consulting, the owner and project manager of Shades IN Place and an installation instructor for the WFCP Certification Program. He offers installation training and business coaching
Control in Style
A closer look at motorization options that keep window treatments beautiful, practical and client-friendly
BY JUSTIN GIANOLA
At the time of writing this article, we are fresh off the CEDIA Expo. CEDIA is a high-end home automation trade show where motorized window treatments are growing more than ever. These are typically technology-driven folks working to integrate lighting, shading, home control systems, security, sound systems, AV solutions and exterior spaces. They are highly technical and care about how the shade operates and integrates into their systems. However, these same consumers are often working with a designer who is focused on the aesthetic of how window treatments can elevate a home. The important point here is that by considering how the consumer is controlling their home, you as a window treatment provider can work in harmony with the other technologies being implemented.
Can you guess the very first thing you see on the CEDIA website in their homeowner-targeted “Smart Home Inspiration Gallery”? Ding ding ding! Operation of motorized shades.
A Smart Home Story
In a previous life, I worked on elevating homes with entrylevel automation when smart thermostats, lighting, locks, energy monitors and integrated shades were growing in popularity and were no longer considered strictly high-end. I visited a home that had just finished installing a sound system, added the brand-new Ring doorbell and had ADT wrapping up a security system. As we discussed shade design and fabric selections, the homeowners were dead set on manual operation: “Why would I need technology to raise and lower a shade?”
I paused and, as their speakers were finished being installed, asked, “How do you play music from your sound system?” Their response: “Hey Alexa…” Next, I asked how they adjusted their thermostat. When they pulled out their phone, I noted that they were not walking up to the thermostat. They explained how they had set schedules for occupancy, time
of year and time of day. We all know window treatments are not always top of mind for homeowners, but by pointing out that they controlled everything else in their home with technology, it clicked. Leaving the shades manual was an injustice to the renovations they were finishing.
Window treatments provide the opportunity for elegantly designed and curated elements to incorporate technologies at varying levels depending on the client.”
The Power of Control
Window treatments provide the opportunity for elegantly designed and curated elements to incorporate technologies at varying levels depending on the client. Controlling a designer roman, roller or other treatment type that has had hours of attention dedicated to adding the perfect touch to a bespoke home can fall flat if paired with antiquated lifting options. Often, these homes are technologically forward and include automation that allows for elegant living and a high level of comfort.
Let’s look at some ways to elevate your designer shades with varying levels of motors that can provide a seamless and high-end experience for your customers.
Entry Level Options
Wand motor options
Wand motors offer a cost-effective solution to elevate the local control element and often provide easy recharging through the wand itself. This gives a familiar feel for a consumer who is used to walking up to the window to operate the shade.
This is also a great fit for making shade operation easier than manual solutions. Many fabricators and motor manufacturers offer versions of wand or local control motors. Some have focused on quieter models for a more pleasant experience because sound can detract from the beauty of a well-designed treatment. Others have added removable wands to reduce cost and keep a clean aesthetic.
Standard Options
Battery
These are the most popular motors on the market. They operate via battery power, are controlled by remote or
hub and can be integrated with voice control or high-end systems like Savant, Control4, Crestron Home and more.
Wired for power
In high-end homes, shades are typically considered during the building phase. While battery motors are great for postconstruction, wiring for power during construction is ideal. These motors are usually low voltage and are offered in the same varieties as battery motors, only without the batteries. Remember this is an option, and your client will thank you.
You do not need to be a technical expert to know what your client needs.”
Premium Options
Wired for power and control
These motors are usually the default in high-end homes. Wireless-controlled motors are convenient, but they can be prone to interference the same way Wi-Fi can sometimes be less reliable than a direct connection. Although many advancements have been made, hardwiring for control and power is still the most reliable option for any smart device.
These motors are supplied by many manufacturers, and some of the buzzwords you may hear for these are RS485, POE and others. In the end, the important thing to understand is that these are wired for both power and communication.
You do not need to be a technical expert to know what your client needs, but you should be familiar with these options and the key questions or buzzwords that can help you guide them to the best solution for their home. This will allow you to design not just the aesthetic but also the method of control tailored to their needs and lifestyle. V
Justin Gianola is the senior business development manager of motorization for Automate/Rollease Acmeda, where he leads strategic initiatives to drive growth and innovation in smart motor and control solutions. With a strong background in and passion for technology, Justin works on market-leading solutions. His core philosophy is “we are all in this together,” which he implements by focusing on user-centric experiences. The easier it is for the end consumer, the easier it is for everyone else.
The Well-Dressed Window
Inspired by haute couture, today’s luxury fabrics prove that windows deserve a wardrobe too
BY DEVIN FREY
FABRIC CORNER
Step into the artistic world of haute couture and you will find not only beauty but philosophy. The gowns of Paris, Milan and New York are not merely stitched garments; they are manifestos in fabric, declarations of how we might live, feel and express ourselves. And just as the runway elevates clothing into art, the home, too, may rise to the level of couture through the artistry of drapery.
Drapery is not simply coverage for glass panes or a tool to manage light. It is fashion for the home. It is cut, tailored, finished and adorned with the same care as a gown. When conceived through the lens of couture, drapery becomes a living philosophy and a way to express individuality and embrace timeless elegance.
The Parallels of Restraint and Expression
Since 1987, Christian Lacroix has embodied wild yet structured exuberance draped in colorful baroque themes. Today, under the creative direction of Christian Lacroix Maison’s Sacha Walckhoff that vision spills into interiors, where fabrics shimmer with bold hues, cultural motifs and the play of light and shadow. To choose Lacroix for the home is to embrace a spirited madness, transforming fabric into a living stage of drama, culture and couture.
As Lacroix is bold, Giorgio Armani is serene. His core philosophy—less is more—revolutionized how the world understood luxury. Gone were the overbuilt silhouettes of the 1970s; in their place came fluid jackets, neutral palettes and a timeless simplicity that empowered without embellishment. Armani insisted that ethics and aesthetics must coincide, that design could be both principled and beautiful.
The same holds true in interiors. A single panel of doublewidth linen, skimming the floor in a flawless line, can carry as much impact as a heavily ornate treatment. Wool-blend drapery, tailored in quiet fullness, speaks volumes without uttering a word. Luxe materials like silk, wool and alpaca blends become powerful in their restraint, not their ornament.
“Less is more” in drapery is not austerity; it is refinement. It is the art of proportion, cut and honesty of material. These are the same principles that made Armani’s suits timeless, his gowns effortless and his legacy eternal.
The Knoll Luxe Vision
This embedded presence of couture in interiors is vividly captured in the work of Dorothy Cosonas, creative director of
KnollTextiles. A self-professed fashion fanatic, she launched the Knoll Luxe line in 2008 to bring the colors, patterns and textures of haute couture styles into interiors.
One standout example is All Star, an upholstery fabric inspired by the spattered-paint motifs seen in high-fashion collections by Maison Margiela and Gucci. Against a linenblend ground, metallic flecks scatter like dust on filmstrip, seeming more editorial than accidental. To achieve this effect, each yard undergoes two passes beneath high-pressure pigment-spraying jets, producing randomized speckles that never repeat. No two lengths of All Star are the same, echoing couture’s embrace of individuality and uniqueness. Here, the spirit of fashion meets the home not metaphorically but literally. Just as designers push fabric beyond expectation, so, too, do textile innovators carry couture into the everyday setting, ensuring interiors have their own runway moments.
Hand-Finishing: The Invisible Luxury
Behind every couture garment is the unseen labor of hands. Invisible stitches, hand-tacked hems and hours of painstaking care.
So it is with bespoke drapery. Weighted hems that ensure graceful fall, hand-sewn headers that conceal bulk and interlinings that give body and loft. These details may go unnoticed to the casual eye, but they are sensed. They create an atmosphere of completeness, of discipline, of something quietly exceptional.
Dressing Home and Self
Like the body, the home has occasions. Linen sheers billow like sundresses at the shore; silk panels puddle like evening gowns on a ballroom floor. Roman shades stand as the little black dress of interiors—timeless, adaptable, always correct. Drapery, like fashion, is not about utility alone but identity. It is about how we choose to present the spaces we inhabit, the light we frame and the lives we live.
To view drapery as couture is to elevate interiors from shelter to stage, from room to philosophy. It is to dress windows with the same reverence with which designers dress the statuesque for runways and red carpets.
With each pass of pigment, no two yards emerge the same. Every fabric is a distinct and iconic signature, making every drape a singular creation. This is couture for the home: a reminder that true luxury lives not in repetition but in the beauty of the unrepeatable.
The curtain falls, the light softens and the room, like a gown, stands ready for its audience. Couture drapery whispers, This was made for you. V
Devin Frey is the marketing director at Window Treats Inc., a luxury window treatment company based in Red Bank, New Jersey. With a background in graphic design plus brand strategy, she specializes in creating compelling content that connects inspiration with practical solutions. Passionate about design, innovation and the art of living beautifully, Devin creates a strategic yet creative bridge for industry professionals to discover products that enhance both form and function for any interior space.
Fabrics to Swatch
FEATURE YOUR FABRICS HERE!
When the air turns crisp, velvet takes center stage—and Palazzo Fabrics captures its timeless allure with a lineup that feels both indulgent and enduring. The bestselling Napoli Velvet pairs a smooth, mark-free finish with impressive durability, wrapping any room in softness and understated elegance. Perfect for upholstery, drapery and cushions, these velvets bring rich color, inviting texture and a sense of warmth that feels just right for the season.
PalazzoFabrics.com
EDITOR’S PICK: Palazzo Fabrics Velvet Collections
A Higher Standard
FOUR INDUSTRY LEADERS SHARE WHAT IT REALLY TAKES TO SERVE AFFLUENT CLIENTS
For many professionals, the idea of working with high-net-worth clients comes with both excitement and hesitation. Affluent projects often bring larger budgets, custom requests and long-term relationships, but they also come with heightened expectations. Add in the goal of breaking the $1 million annual revenue mark and the path forward can feel daunting.
The good news? It is achievable. With the right systems, strategies and service standards, designers, workrooms and installers can position themselves to succeed in this market. Here is what four experts had to say about stepping into the high-end luxury space and what it really takes to grow.
Inside the Affluent Mindset
Ask five different clients to define luxury and you will likely get five different answers. For Kelly Macaulay, creative director of Custom Drapes, LLC, luxury today is rooted in convenience and exclusivity. “It is waking up to drapery that opens automatically or having treatments no one else has, curated completely for you,” she said. “True luxury is owning something made for your life, your style and your home.”
Gil Breef, founder and CEO of Shades By Design, views it through the lens of performance and customization. “Luxury in window treatments and outdoor shading is defined by seamless customization, superior quality and effortless functionality,” he explained. “Our clients value solutions that are tailored to their lifestyle, whether that is fully automated shading systems or custom fabrics that enhance both aesthetics and performance.”
Chris Ramey, president of The Home Trust International, cautioned against assuming your definition matches your client’s. “My luxury is not your luxury,” he said. “Affluent clients value good taste, sophistication and brands consistent with their level of wealth. It is our job to interpret what luxury means to them and deliver it flawlessly.”
The Trust Factor
With affluent projects, the product itself is only part of the story. What matters most is trust. For Macaulay, that means starting with an in-depth understanding of a client’s lifestyle and translating it into details, from curated fabrics to tailored edges, premium linings and seamless motorization. “Transparency, reliability and exceptional service matter,” she said. “It is about making the process effortless while delivering something truly exceptional.”
Breef agreed, but he emphasized discretion as a key factor. “Trust is built through reliability and meticulous attention to detail,” he said. “By offering concierge-level service, presenting curated options and overseeing every step from design to installation, we ensure a bespoke experience that feels effortless for the client.”
Ramey pointed out that even the smallest gestures define your brand. He recalled working with a Manhattan showroom that once offered warehouse-brand bottled water to visitors. “We changed the script to, ‘Do you prefer flat or sparkling?’ and served San Pellegrino or Acqua Panna,” he said. “Every touchpoint matters. Luxury is defined as much by the water you serve as the products you sell.”
Scaling to $1 Million
For those aiming at the million-dollar milestone, luxury projects can be a fast track, but they are not the only path. Vicky Serany, founder of Southern Studio Interior Design, believes the key is treating your firm like a business.
“One of the most critical steps is gaining a deep understanding of your financials,” she explained. “You need to know exactly where your revenue is coming from and how many projects or sales it takes to hit your targets. That kind of forecasting allows you to set realistic goals and track progress throughout the year.”
Staffing and team development were just as important. “One of our earliest hires was a trusted bookkeeper and office manager,”
Serany said. “It gave us visibility into our financials and freed up leadership bandwidth. We also learned to hire for our weaknesses. Growth comes from building a well-rounded team and ensuring everyone is aligned with your vision.”
While marketing is often seen as a driver of growth, Serany attributes her firm’s success to relationships over reach. “Our firm is 100% built on relationships, not reach,” she explained. “Many of our clients stay with us for years and refer us to others in their network. Supporting causes that matter to them—local schools, charities and golf tournaments—has been one of the most authentic ways to grow.”
Demanding by Design
What makes working with high-net-worth clients different? Scale, customization and complexity. “These projects often involve more items, unique materials and integrated technology,” said Macaulay. “The challenge is managing every detail and accommodating very specific preferences while making sure everything is perfect.”
Breef agreed, noting that luxury shading projects often require engineering and integration beyond the norm. “Unlike standard projects, luxury shading may call for one-of-a-kind materials, precision hardware or full integration with architectural and smarthome systems,” he said. “When executed correctly, the results become a signature element of the home.”
For Ramey, the greatest challenge is also the greatest opportunity: how clients are treated. “They will not accept that your problems are their problems,” he said. “Never involve them in a supplier issue. Be their advocate, not your vendor’s. High prices can actually be an attraction, but only if you have created the desire.”
Building for the Long Run
Breaking into the high-net-worth market or hitting the milliondollar milestone is not about quick wins. It requires a mindset shift: investing in expertise, building the right team, refining brand identity and consistently delivering at the highest level. As Serany put it, “Reaching $1 million is a marathon, not a sprint. It is the result of consistent, intentional work over time.”
And for those willing to take the leap, the payoff can be careerdefining. “Luxury clients expect more,” said Macaulay. “But they also give you the chance to create work at its very best. That is where the magic happens.” V
IWCE Spotlight: Vicky Serany
Southern Studio Interior Design | Founder + Principal
Want to know more about your path to seven-figure success? Join Vicky Serany, founder of one of the Southeast’s most successful design firms, as she shares the systems, strategies and mindset shifts that helped her scale to multi-seven-figure growth during the keynote breakfast at IWCE in Raleigh, NC.
Thursday, April 23, 9:00 - 10:00 AM
Start Strong, Scale Smarter — The Designer’s Path to Multi-Seven-Figure Success
SEAMLESS DESIGN. EFFORTLESS CONTROL.
BEYOND THE STANDARD WITH MOTOR AND CORD CONTROL
True elegance lies in the details you don’t see. With Vesta Drapery Hardware’s new MCT 2.0 collection, advanced German engineering from BÜSCHE is seamlessly concealed within a slender profile, transforming window treatments into refined design statements. Offering operation by hand, motor or cord, the system delivers effortless control without visible components, preserving a clean, uninterrupted aesthetic. Whisper-quiet and meticulously crafted, it elevates window decor to a new standard of sophistication.
Vesta’s NOVI collection is also a high-tech marvel that defies its compact square aluminum profile. Despite its small dimensions, it offers maximum design freedom for innovative window decorations. With four high-quality finishes available in black, matte white, brushed nickel and brushed gold, as well as the option to mount it on either the wall or the ceiling, this solution is versatile for any space. A standout feature is the new technology that enables operation by hand, motor or cord while delivering a compact yet remarkably robust design.
Curtain Technology
Taken to the Next Level
The experts at Vesta have defined this intelligent technology under the term MCT 2.0 and are marketing several models featuring this revolutionary technology from Germany. It enables the motor or cord holder to be integrated directly into the profile, guaranteeing smooth installation and operation of the highest quality. Components attached to the side of the profile are no longer necessary, resulting in a uniform appearance without interruption. The technology remains concealed behind the curtain, allowing all window treatments—from light sheers to heavy fabrics—to move into position almost silently. Even with cutting-edge technology, the system requires no added mounting on the wall or ceiling. The new MCT 2.0 collection from Vesta impresses with its sophisticated and high-precision manufacturing technology, which traditional German manufacturer BÜSCHE has developed based on decades of experience and expertise—and has successfully implemented using the latest technology.
Plenty of Design Freedom for Customers
Global market leader BÜSCHE is a longstanding partner of Vesta and a specialist in sophisticated, high-quality curtain sets that impress with their timelessly elegant and robust design as well as maximum functionality and durability. The focus is always on maximum flexibility in planning, easy installation of the products and quick setup of innovative solutions. For the motorized version, Vesta relies on Somfy and Motionblinds, providing motors recognized as the best in the market. The combination of sophisticated designs and the latest technology makes modern living not only functional but also stylish and of the highest level.
Vesta presents the new MCT 2.0 collection in its own new brochure, where you can expect four exclusive designs, more than 10 elegant finishes, premium motor and cord control technology, the highest Made in Germany quality and excellent customer service.
Shining Bright
The Finish Line
Warm metallics continue to shine. “True brass in a variety of forms—unlacquered, satin, antique—has gained popularity,” said designer Deb Barrett, noting that clients gravitate to brass-plated hardware over painted finishes. But silvery tones are staging a comeback. “On the horizon are what I call silver linings: chrome, stainless steel and reflective finishes with depth and patina,” she added.
For Forest Drapery Hardware, matte black still leads, but bronze is rising. “We’ve transitioned many collections from shiny black to matte black to meet demand,” said the brand. “Looking ahead to 2026, bronze will see more traction.”
Style Spectrum
“Personalization drives everything,” Barrett explained. “If a client wants soft, organic modern, we go minimal. If they want historical romanticism or cottagecore, maximalism is the way to go.” Orion added that offering both discreet and decorative options lets clients dial up or down depending on the space.
Size Matters
Scale is shifting in two directions. Slimmer poles are trending, particularly in Forest’s Porto 20mm and 30mm iron collection, while oversized pulls and dramatic focal points are also gaining favor. “Cafe curtains mean smaller diameters and finials, while wide windows still call for larger-scale rods,” Barrett noted.
Motor Moves
Motorization continues to reshape hardware aesthetics. Forest’s upcoming Motor 2.0 exemplifies this evolution: Multiple rod shapes will be motor-compatible, with the motor hidden behind the profile for a seamless front. Orion pointed to three drivers—discretion, strength and integration—as the forces guiding motorized hardware into 2026.
Discover whats next in fabrics, motorization, and design
SCAN TO REGISTER NOW
Meet New Keynote Speakers
Get ready for two can’t-miss keynote sessions packed with strategies to maximize ROI, boost profits and inspire action.
KEYNOTE LUNCHEON SPEAKER
Eric Ross
Eric Ross Interiors
Founder + Principal
With more than 20 years of experience, Eric Ross has established himself as a celebrated voice in traditional and Southern-inspired design. His signature work, known for its warmth, elegance and layered artistry, has been featured in Traditional Home , Southern Style , Southern Lady , The Cottage Journal , Southern Home and other leading design publications. Join Eric at IWCE April 21 during the Keynote Luncheon and Pretty Yet Profitable seminar.
Tuesday, April 21
12:00 – 1:15 PM
Keynote Luncheon: Winning with Window Treatments + Book Signing
Tuesday, April 21
3:00 – 4:15 PM
Pretty Yet Profitable
KEYNOTE BREAKFAST SPEAKER
Vicky Serany
Southern Studio Interior Design
Founder + Principal
Celebrated for building one of the Southeast’s most successful design firms, Vicky Serany will headline IWCE with two powerful sessions that blend creativity, leadership and proven business strategy. From candid insights into the realities of growing a design practice to the systems that propelled her firm to multi-seven-figure success, attendees will gain the clarity and tools to elevate their own businesses.
Wednesday, April 22
10:30 – 11:45 AM
Panel: Building Your Dream Design Business: Journey of Three Bold Firms
Thursday, April 23
9:00 – 10:00 AM
Breakfast Keynote: Start Strong, Scale Smarter — The Designer’s Path to Multi-Seven-Figure Success
Book Signing with Eric Ross!
Join Eric Ross after his keynote luncheon and take home a signed copy of Embracing Southern Homes , his celebration of classic Southern style and everyday elegance.
MEET ERIC AND VICKY HERE
2026 Speaker Lineup
CHRISTI BARBOUR
Founder and Partner, Barbour Spangle Design
NICOLE BEDARD Owner, Nicole Bedard Photo & Video
ELLE COLE Founder, Elle Cole Interiors
KATIE CREEKMORE
Business Development Manager, Creekmore Marketing
JOHN MACKENZIE
CEO and Co-founder, Cronopower
ROGER MAGALHAES Shades In Place Inc. and Trading Up Consulting
VINCE NIGARA CEO and President, Exciting Windows
LINDA TULLY Owner, Tully Drapery Shop
VITA VYGOVSKA CEO, Vitalia Inc.
DEB BARRETT Owner, Window Dressings
HANNAH BRENDEL Lead Drapery/Window Treatment Maker, Tully Drapery Shop
9:00 – 10:15 The AI Advantage: Tools to Work Smarter, Not Harder
9:00 – 10:15 Business Benchmarks: Your Path to Profitability
9:00 – 10:15 Color Alchemy: How Designers Are Blending Hues for Tomorrow’s Interiors
9:00 – 10:15 The Trust Factor: Winning Clients in a Skeptical Market
10:30 – 11:45 From Confusion to Confidence: Window Treatments Demystified
10:30 – 11:45 Panel Discussion: Building Your Dream Design Business: Journey of Three Bold Firms
10:30 – 11:45 Beyond You: Scaling Your Business with Systems & Successors
10:30 – 11:45 The Softer Side: Easy Steps to Installation Confidence
9:00 – 10:00 . Breakfast Keynote .............. Start Strong, Scale Smarter — The Designer’s Path to Multi-Seven-Figure Success
10:30 – 11:45 The Psychiatrist’s Couch (Roleplay Session)
10:30 – 11:45 Beyond the Swatch: The Art of Authentic Visual Social Media Storytelling
10:30 – 11:45 On the Horizon: Innovations & Trends in Window Treatments
10:30 – 11:45 Panel Discussion: Inside the Motorization Movement
1:00 – 2:15 FUTURE SMARThome
1:00 – 2:15 Search Smarter: Winning with AI-Era SEO & Content
1:00 – 2:15 Smart Moves: Advancements in Motorization
1:00 – 2:15
AI for Creatives: Smarter Content, Less Stress for Beginners
Roger Magalhaes, Shades In Place, Trading Up Consulting
Deb Barrett, Window Dressings
Michele Williams, Scarlet Thread Consulting
John MacKenzie, Cronopower
Eric Ross, Eric Ross Interiors
Katie Creekmore, Creekmore Marketing
Linda Tully, Tully Drapery Shop
Michele Williams, Scarlet Thread Consulting
O’D McKewan, Smart Shade Services
Deb Barrett, Window Dressings
Vince Nigara, Exciting Windows
Elle Cole, Elle Cole Interiors
Kathy Pace, Elevated Design Sales
Vita Vygovska, Vitalia Inc.
Vicky Serany, Southern Studio Interior Design Panel, Bria Hammel, Bria Hammel Interiors, Christi Barbour, Barbour Spangle Design
Linda Tully, Tully Drapery Shop & Hannah Brendel
Roger Magalhaes, Shades In Place, Trading Up Consulting
Vicky Serany, Southern Studio Interior Design
Deb Barrett, Window Dressings
Nicole Bedard, Nicole Bedard Photo & Video
Vita Vygovska, Vitalia Inc.
O’D McKewan (Moderator) + Panel
Deb Barrett, Window Dressings
Katie Creekmore, Creekmore Marketing
O’D McKewan, Smart Shade Services
Nicole Bedard, Nicole Bedard Photo & Video
Absolute Silence
Quiet motorized blinds, engineered as a complete system
A Total-System Approach to Noise Reduction
In the world of motorized window coverings, “quiet” is a popular claim. But what does it really mean? Coulisse believes silence goes beyond numbers. It’s about how a system performs in real life and how it feels and sounds in the spaces people care most about: homes, offices, hotels and wellness environments.
“There’s no standard for measuring sound in our industry. That’s why we started looking at how to reduce the noise level in our Motionblinds motors and built our own way of testing,” said Bas Klein Tuente, engineering manager at Coulisse. The result is Absolute Silence : a total-system approach to sound reduction, combining smarter hardware, tuned motors and intelligent software.
Why They Stopped Talking Decibels
You won’t see decibel numbers on Coulisse’s spec sheets anymore. The same motor tested in different environments can produce very different results, depending on wall materials, furniture and microphone distance. And since there’s no industry-wide standard, comparing numbers between brands is rarely meaningful.
That’s why Coulisse built their own acoustic lab, a dedicated, sound-controlled space in their engineering department in the Netherlands. Using an advanced sound camera with 64 microphones, they not only measure sound but also visualize where it originates and how it travels. This helps them isolate real problems and make real improvements.
“We test prototypes side by side with current systems. And we benchmark ourselves against other brands too. That’s how we know where to improve.”
– Bas Klein Tuente, engineering manager at Coulisse
The Guitar Effect: New Hardware That Silences
Coulisse discovered that, in many cases, the cassette, not the motor, was the loudest part of the system. “It’s like a guitar. The motor is the string. The cassette is the body, it amplifies everything,” said Klein Tuente.
To break this chain of resonance, Coulisse redesigned the system with:
• Silent brackets with liquid silicone rubber to isolate vibration, reducing system noise by up to 15 decibels.
• Precision-fit drive plugs to eliminate rattling and buzzing by holding the motor tightly in place.
By Lindsay Brown in Collaboration with Coulisse
Motionblinds Motor That Sounds Quieter
With the CM-03 motor, Coulisse introduced frequency tuning. Two motors can measure the same in decibels, but one can still sound louder depending on the frequency profile.
High-frequency tones are perceived as sharper and more distracting, while lower frequencies feel softer and less intrusive. The CM-03 motor is tuned to emit a lower, more comfortable acoustic profile, which is ideal for quiet interior environments.
Software That Thinks Quiet
Silence extends into software. Motionblinds motors now offer:
• Variable speed control (10–28 RPM, with 20 RPM as the sweet spot).
• Soft start and stop functionality to reduce mechanical clicks and improve smoothness.
“It’s not just about how the motor is built, it’s how it moves.”
– Bas Klein Tuente, engineering manager at Coulisse
These features make Motionblinds especially valuable in smart homes and voice-controlled environments, where smooth and quiet operation is essential.
Since launching our Under 40 Awards six years ago, Window Fashion VISION has celebrated the rising stars who light up the window covering world with bold ideas, fearless leadership and unstoppable drive. Each year, the Under 40 class has shown us how much creativity and ambition are shaping the future of this industry.
Now, 2025 marks a milestone. The talent pool is overflowing, the energy is undeniable and the next generation is making waves in every corner of the field. For the first time, we are doubling the spotlight with a 40 Under 40 celebration.
This year’s honorees are designers, entrepreneurs, innovators and changemakers who prove the industry’s future is not just promising, it is already here. They are rethinking tradition, embracing technology and carving bold new paths for success.
Raise a glass to the Class of 2025, the biggest and brightest group yet, and the ones driving our industry forward with passion, vision and style.
Francesca Banks
Age: 34
Window Covering Specialist
High Country Drapery Designs
Nathan Bowman Age: 38
Product Manager –Motors and Controls Draper, Inc.
Alex Berglund
Age: 24
Drapery Workroom Manager
The Workroom Collective
Megan Bradley Age: 32
Marketing Manager
Budget Blinds
Hannah Brendel
Age: 24
Lead Drapery and Window
Treatment Maker
Tully Drapery Shop
Ricardo Ceballos Vargas
Ricardo Ceballos Vargas
Age: 26
Associate Product Manager
Mermet USA
Bruno De Micheli
Founder and Co-owner
Boost Blinds
Jesse Denhart
Age: 28
Residential Territory Manager Draper, Inc.
Tyler Elliott
Age: 34
General Manager
Universal Window Coverings
Jamie Friedlander
Age: 35
Chief Operations Officer
Insolroll
Ryan Engdahl
Age: 35
Owner, Design Consultant
Apollo Draperies
Jenna Gaidusek
Age: 37
Founder and CEO
AI for Interior Designers
Karen Ginn
Project Manager, Co-owner
Avanti Designs LLC
Patrick Grace
Age: 38
Owner and President ShutterShop
Steph Harvey
Age: 38
Senior Director of Product Management
Hunter Douglas
Lauren Heintzelman
Age: 32
Interior Designer
Beyond Shade
Hannah Hendricks
Age: 35
Director of Design, Kravet Couture & Licensing Kravet
John Hoyt
Age: 37
Director of Sales – Fabrics
Twitchell Technical Products
Natalie Lockwood
Age: 30
Marketing Manager
Innovative Openings
Adam MacKenzie
Age: 32
Partner
Veil Engineered Shading; Budget
Blinds (NE, IA, TN) and National Commercial Shading Solutions
Ben MacKenzie, Age: 32
Partner
Veil Engineered Shading; Budget
Blinds (NE, IA, TN) and National
Commercial Shading Solutions
Jessica McGuire
Age: 39
Owner and Designer
Flair Interiors
Anna McManus Age: 33
Manager
Markisol USA
Alix McQuade Age: 37
Owner
Budget Blinds of The Oregon Coast
Zachary Medeiros
Age: 28
Vice President Sun Glow Window Covering Products of Canada Ltd.
Zachary Montoya
Age: 32
Founder and President SoCal Window Coverings
Sergio Moyano Age: 36
Territory Account Manager Supplyed.com
Amit Parpani Age: 35
Product Marketing Leader –Interior Solutions
Somfy Systems Inc.
Jeancarlo Pena
Age: 38
Vice President
Specialized Shading Systems
Hannah Spangler Age: 31
Owner and Lead Interior Designer
The Valiant Co.
Catherine Quinto
Age: 34
Showroom Coordinator
Window Works
Laisha Trejo Valles
Age: 25
Social Media Manager
Helser Brothers
Tyler Reece
Age: 37
Residential Territory Manager
Draper, Inc.
John Ritt
Age: 34
Senior Business Development Manager
BlocPro
Jordan Sceski
Age: 36
Window Treatment Specialist
Vitalia Inc. Window Treatments
Pamela Vargas-Train
Age: 38
Sales Manager
Coulisse
Emma Williamson
Age: 25
Business Owner
Emma Williamson Designs
Edward Wollstein
Age: 39
Owner
Home Refresh
Studio/Boca Bargoons Fabrics
Devin Sikorski
Age: 39
Product Manager
Rollease Acmeda
Sarah Zook Age: 37
Director of Operations
Drapery Street
STITCHED TO PERFECTION
Celebrating the standout winners of the 2025 Grace
Awards
The Grace Awards celebrate the visionaries who transform fabric and form into something unforgettable. More than accolades, they are a tribute to the artistry, craftsmanship and innovation that define the world of custom window coverings. Each year, the honors spotlight professionals whose work balances beauty with precision and whose dedication to clients sets a benchmark for the industry. Selections are made for design distinction, creative brilliance, technical mastery and lasting impact.
This year’s honorees—Designer of the Year Zinaida Shikhanova of ZCurtains, Artisan of the Year Sharon Gizzi of Styles by Sharon and Best in Show recipient Christina Price of Main Line Window Décor—capture the spirit of excellence that elevates the everyday and inspires the future of design.
DESIGNER of the year
Zinaida Shikhanova ZCurtains
Bellevue, Washington
For Zinaida Shikhanova, a passion for window coverings began in childhood. “I’ve loved everything about window coverings since I was a little girl,” she said. Using fabric scraps from her mother, she crafted tiny curtains for handmade dollhouses. That instinct to create comfort and beauty grew into a lifelong pursuit.
After moving to the U.S., she realized her dream of building a business devoted to interiors and custom drapery. With support from mentors and her own determination, she launched ZCurtains, helping clients transform their homes through thoughtful design.
Winning Designer of the Year was an unexpected honor. “I truly love my craft, and my focus has always been on the work itself rather than on recognition,” she said. “This award is a celebration of my team, our artisans and our clients.”
Her philosophy is simple: balance. “Success lies in balance, between aesthetics and functionality, light and privacy, style and comfort.” For Zina, the highest compliment is when a client says, “It feels like these curtains have always been here.”
She is inspired by projects that challenge her skills, from curved windows to senior living residences, and she is actively developing new innovations she believes will set future standards in the industry.
ARTISAN of the year
Sharon Gizzi Styles by Sharon Richmond, Virginia
Sewing has always been part of Sharon Gizzi’s story. Her mother, a custom dressmaker, taught her early on: “Do it the right way, Sharon Lynn, and people will appreciate you and your work.” That philosophy carried her through degrees in fashion and textiles and eventually to a career in custom window treatments.
Her first valance project sparked a new direction, and she soon founded Styles by Sharon. Over the years, she has built her business on integrity, craftsmanship and a dedication to client care.
Receiving Artisan of the Year is, she said, both humbling and inspiring. “It’s not just honoring a group of projects; it’s a celebration of my professional journey. To have my hours of meticulous work, craftsmanship and dedication recognized by my peers is truly one of the highlights of my professional career.”
One of her proudest accomplishments this year was contributing window treatments and bedding to the Southern Living Idea House 2025 in Keswick, Virginia, designed by Charlotte Moss. Her work was featured on the cover of Southern Living and in Moss’ new book.
Sharon sees promise in the growth of motorization, the creative return of valances and the popularity of cafe curtains. Her advice to newcomers is clear: keep learning, work hard and always focus on exceptional value.
BEST in Show
Price Main Line Window Décor
West Chester, Pennsylvania
Christina Price’s career began in her mother’s home workroom. “My mom had a small drapery workroom in our home when I was growing up,” she said. Summers spent helping with projects gave her early exposure to the craft, and by 2011, she launched Main Line Window Décor as her own business.
Winning Best in Show was especially meaningful because it recognized a project that pushed her skills. “The room had a curved plaster ceiling and varying elevations, which required me to engineer each part of the project uniquely. The challenge was significant, but the end result was truly rewarding,” she explained.
For Christina, the award is also a reminder of the value of patience. “Skilled craftsmanship is the epitome of delayed gratification, something that can be easy to forget in today’s Instagram-driven world,” she said.
She describes her role as that of a technician, faithfully executing a designer’s vision through careful choices in stitching, lining and fullness. Current shifts toward softer aesthetics excite her and she encourages those entering the field to learn by working in an established workroom before venturing out independently. “There’s so much to learn and the demand for skilled help is high. It’s a great way to gain valuable experience before venturing out on your own.”
Christina
DONNA DOTAN
Marketing That Manufactures Results
Practical strategies to expand your dealer network with the right mix of content, tools and multichannel campaigns
BY DOUG BARGER AND SHAUN TURNER
You’ve spent years engineering custom window treatment solutions at scale, building excellence into every step of your manufacturing process. Yet, when it comes to growing your network online, you might not have the time (or know-how) to translate that same operational excellence into direct conversions. Maybe you’re offering a superior solution people want to know about, but the right partners aren’t finding you. Or worse, they’re choosing an alternative provider.
The secret lies in shifting your messaging, developing key performance indicators and iterating on your brand’s strongest points. The most powerful tool is understanding what your partners truly want and showing you’re the one to provide it.
Standing Out as the Expert Brand
One pressure any business faces is the need to prove its value against other, more-established names within competitive marketplaces. Window treatment pros ask themselves: “Why should I partner with this company when I have these options?” They experience risk when buying into a new business relationship. Your goal is to showcase your experience, products and expertise at every touchpoint with clear, consistent information about the innovation and support others can’t offer.
Empower Your Business with an Equipped Team
To scale and strengthen your business, you need a team who can utilize tools to execute, measure and refine your efforts. An experienced marketer or agency will help you break down the data, automate repetitive tasks, announce new product lines and share educational content to keep your brand top-of-mind with ease. Marketers also conduct keyword and competitor analysis, find search terms for which your website ranks and identify indexing and ranking issues.
Integrate your marketing with robust internal software that tracks sales and leads, manages communications and syncs your marketing with production and quality control. The right team, software and web applications help build a proactive, data-driven foundation and provide the support you need for further iteration and refinement.
Your Multichannel Marketing Blueprint
In engineering terminology, each channel of your business is a component that you should brand, and your core branding plans are the specs that ensure your strategy is thorough and tested with modern tools. Positioning yourself as an expert leader requires a marketing plan. Your business should have a brand that is consistent and visible on the factory floor, in your sales documentation and in your marketing blueprint.
Let’s break down the essential components of this integrated system.
• Traditional Marketing: While digital channels are crucial in 2025 and beyond, traditional marketing is a major influencer in the B2B space. Trade print and physical ads still provide value to manufacturers. Modernize application and reporting by adding QR codes with UTM strings that track conversions from physical.
• Graphic Design & Branding: Your design is a visual language that should instantly make your brand recognizable on a truck, trade show banner or social media ad. Clients value high-quality and quick-loading websites and comprehensive branded materials beyond basic spec sheets. Develop webpages, catalogs and sell sheets that tell your story, discuss specs and product quality and show how other pros apply your designs.
• Email Marketing: If you already have an audience, especially a dedicated one that relies on regular information and likes to experience personalized touches, then email marketing is another channel you can leverage. Here, you use targeted messaging within your brand to put the right message in front of the right audiences at the correct times, encouraging conversions.
• Pay-Per-Click (PPC) Advertising: PPC creates targeted advertising specific to your target demographic, but you only spend your budget when people click on those advertisements. This can target dealers in a nearby area or region, helping you find each other.
“ The most powerful tool is understanding what your partners truly want—and showing you’re the one to provide it.”
Search Engine- and Generative Engine-Optimized Website
The foundation from which you can build all your digital marketing channels is an search engine- and generative engine-optimized (SEO and GEO) website. SEO allows you to connect with organic searches based on user intent and needs via platforms such as Google and Bing. Meanwhile, GEO allows you to connect with even more audiences through natural language queries and brand awareness on platforms such as ChatGPT and Perplexity.
Social Media Profiles and Presence
The largest tools you can leverage as a manufacturer are your social media profiles, from the more recognizable ones like Meta (Facebook and Instagram) and Reddit to more niche platforms like LinkedIn and Pinterest. Using
these platforms allows you to reach more of and finetune your target audience through insights, comments and interaction. You can also use Meta or LinkedIn ads to connect and grow your B2B connections.
These tools create a natural base of social proof, where people can share stories about your manufacturing business, interact with you directly and see if and how you interact with others. Ways we recommend using social media include:
• Responding to customer comments
• Leaving helpful information for people about your products
• Creating galleries of your products so people can see what you do
• Networking with other businesses in your area if you’re a local business
Leverage and Market Your Unique Value
Your unique selling proposition (USP) is the core reason why a window treatment professional should partner with you over anyone else. Your website, downloadable dealer application kit, spec sheets and catalogs should weave your USP into the narrative. Develop blog posts, short videos and infographics that tackle common queries. Feature successful projects prominently on your website and on social media. By strategically targeting your key audience and providing their business with value, you attract profitable and invested partners. Then, as you diversify and fine-tune your marketing channels and audience, track your data to see what’s most effective, what isn’t working and continue to build on each channel.
Ultimately, showing your dealers who you are and how you can support them—and backing it up with good data tracking and analysis—can broaden and deepen your strategies and boost your growth as a B2B manufacturer. V
Doug Barger is a senior SEO and content specialist from Lexington, Kentucky. He currently resides in Virginia with his wife, Lydia, and their cat, Indra. Doug gets to know people and businesses so he can deliver personalized content and services.
Shaun Turner is from southeastern Kentucky and is a senior SEO and content specialist at Creekmore Marketing. He is also the recipient of the Denny C. Plattner Award in Fiction from the Appalachian Review and won a Kentucky Emerging Artist Award.
Bespoke Buying
Where every detail of the journey feels as tailored as the result
BY KATHY CRAGG PACE
When clients invest in design, they aren’t only choosing fabrics, finishes or floor plans. They’re choosing how the process will feel, whether it’s effortless or overwhelming, inspiring or stressful, personal or generic.
Too often, we focus on our side of the exchange: a polished presentation, a confident call to action, the details of a proposal. But the real measure of a high-end buying experience is on the client’s side. Do they feel guided? Do they feel understood? Do they feel like this was designed for them, not just delivered to them? That shift, from how we sell to how they buy, is what separates a transaction from a transformation.
The Experience Shapes the Outcome
A well-crafted design solution may look stunning on a pinboard, but if the process leading up to it feels rushed, pressured or confusing, the client won’t remember the brilliance. They’ll remember the discomfort.
A truly high-end experience is about more than the products and designs. It’s about creating a process that feels relaxed, organized and personal. Clients want to sense that their time is valued, their style is respected and their trust is safe with you.
And when that happens, you can almost see it. The shoulders drop. The arms uncross. A client sits back in their chair and thinks, “They get me.” What that really means is, “I feel safe to say yes.” That feeling is what inspires confidence long before the first shade arrives or the hardware is up on the wall.
“ Without
inspiration, clients will find a cheaper option. With it, they will find the confidence and often the resources to say yes to you.”
“ This is transformation at its most practical: not lowering the bar to match fear but raising the view to meet possibility.”
From Aspirational to Attainable
Not every client can afford the top tier of your solutions. But every client can be inspired to want the feeling those solutions provide.
This is where many projects falter. A client sees the number and retreats. The designer tries to defend the proposal. Instead of inspiration, both sides feel stuck. What if, instead, that moment became the opening for aspiration?
Your role is not to make clients want a product. It is to help them imagine the experience of living with it: the calm of a perfectly dressed window, the delight of a room that reflects who they are, the ease of a kitchen that finally works. Once they feel that vision, you can show them a path to reach it, whether that means offering budget ranges, creating a phased master plan or balancing more functional choices in some areas with personalized touches in others.
A tailored buying experience does not end with the proposal. It is the way you help clients stretch into their own vision. Without inspiration, they will find a cheaper option. With it, they will find the confidence and often the resources to say yes to you.
This is transformation at its most practical: not lowering the bar to match fear but raising the view to meet possibility.
Communicating Value Along the Way
Clients know the difference between price and value. What they need is a guide who helps them feel that value at every step. That is why your process matters. Value is not only in the finished product; it is in the way you conduct the conversation, the questions you ask and the way you connect their priorities with your recommendations.
A bespoke buying experience is not defined by custom treatments alone. It is defined by how personal the process feels. Does it reflect their lifestyle? Their tastes? Their goals? When the answer is yes, clients stop comparing numbers and start comparing experiences.
And when that happens, you create more than a purchase. You create a transformation: a client who feels proud, delighted and certain they made the right choice.
Transformation:
The Real Difference
Transformation is not just about the after photos once the installation is complete. The deeper transformation is how your clients feel (about their homes, about their choices and about themselves) because of the way you guided them through the process.
That is the essence of a bespoke buying journey. Not only a custom product but a personal experience. Not only a design solution but the confidence that comes from working with someone who understands them.
When clients feel that kind of experience—calm, aspirational, tailored, inspiring—they don’t measure you against price tags. They measure you against every other experience they have had. When you stand out there, you are not just securing projects. You are transforming the way people buy, the way they live in their homes and the way they remember you.
So, ask yourself: Is the buying experience you deliver truly bespoke? If you want to transform more homes, hear yes more often and rediscover your own joy in the process, that is where it begins. V
“ Transformation is not just about the after photos. It is about how clients feel because of the way you guided them.”
Kathy Cragg Pace has owned award-winning design and homebuilding businesses, directed nationwide sales teams and influenced more than $450 million in home design sales. Today, she helps professionals in the window treatment and interiors industry stop chasing sales and start leading trust-based conversations that get results. Her coaching and strategic frameworks are built for today’s market, grounded in modern buyer psychology, tested in real appointments and designed to help good people sell with confidence. She helps professionals deliver buying experiences as bespoke as the products they sell and generously shares tools and training like The VALUE Path to Yes at » KathyPace.com
More Than the Metrics
How blending data with reflection leads to clarity, confidence and growth
BY ELSE JOHNSON
You know that feeling when you’ve just wrapped up a beautiful, complicated design? The client is thrilled and raves about how picture-perfect it looks. Everything appears flawlessly executed. You nod, smile and thank them. But inside? You’re not entirely at peace.
You should feel proud. And you do, kind of. But it’s layered.
Because maybe the project ran over. Perhaps you felt you had to discount to save the sale. The installer rescheduled twice. Your design had to bend to real-world constraints. So, even with a beautiful end result, you’re left with a mix of pride, exhaustion and that lingering sense of “It should’ve gone differently.”
The mixed feelings of pride tangled with “what if?” is exactly what many of us carry into our year-end financial reviews. We focus on the numbers but miss the deeper story of what actually happened.
When Metrics Don’t Tell the Whole Truth
As business owners, we’re trained to track results. Revenue. Profit margins. Converted leads. That’s your scorecard and it matters. But it’s only part of the picture.
There’s another layer: the story behind the numbers—your personal P&L.
The scorecard shows outcomes. The story reveals intangible trade-offs. Reflection without data is fuzzy. Data without reflection is hollow. You need both the scorecard and the story to close the year with clarity.
Year-over-year revenue growth is one of the most visible business metrics—a quick glance suggests whether you’re growing or shrinking. But revenue alone doesn’t tell the whole story. Profitability, what’s left after expenses, is the true measure of financial health.
Profit margins show operational realities of running your business: revenue, fixed and variable expenses and everything in between. According to Fortune Business Insights, the window covering industry averages about 5.2% annual revenue growth, and some franchise groups report profit margins as high as 50%.
But numbers like those don’t always reflect reality on the ground. In fact, data from Scarlet Thread Consulting shows that 30% of businesses in our industry aren’t profitable at all. That means even with steady industry growth, nearly a third aren’t generating enough to cover their expenses, let alone reinvest or rest.
Why are 30% unprofitable despite growth? Often, it’s the hidden costs: the emotional labor, boundary compromises and systems that haven’t scaled with success.
When the year ends, it’s tempting to zero in on the numbers, especially if they’re disappointing or confusing. But those numbers alone can’t tell you whether this year was a breakthrough or a burnout.
Scorecard vs. Story Year-End Review Grid
Gross
This is why financial metrics and personal balance sheets both matter, because the data doesn’t show:
• That you had to walk away from a high-paying client who drained your energy and team morale
• That your “banner year” came at the cost of sleep, weekends and time with friends and family
• The hours you spent after bedtime, tweaking proposals or chasing invoices
• The internal pivots you made or new systems you implemented to build long-term sustainability
• The moments when you chose your values over a quick profit
These are the metrics that live between the lines. Like the “should-haves” after a tough install, they don’t vanish when the year ends. They don’t disappear when the books close. They stay with you emotionally, mentally and energetically when ignored.
In my work with clients, I’ve seen how much the intangible metrics matter. They shape performance and profit more than most realize. And when left unacknowledged, they quietly erode your clarity, confidence, motivation and peace of mind, especially as you look ahead to the new year.
can move forward with peace of mind, grounded clarity and renewed energy. The results? Increased confidence. Better decision-making. And, yes, measurable performance gains, financially and emotionally.
Here are a few prompts to get you started:
1. What’s the story you’re telling yourself about how the year unfolded?
Here’s to finishing the year with clarity, compassion and courage—and intentionally designing your 2026 with all of it in mind. V SCORECARD
Tangible + Emotional = True Reflection
Before you dive into planning for 2026, give yourself this gift: one hour to debrief your year as both a CEO and a human being.
This is the exact process I guide my clients through. We blend data with emotion, metrics with meaning, so they
2. What am I most proud of or discouraged by that can’t be measured in numbers?
3. What lesson do I want to carry into 2026—even if the scorecard says I fell short?
4. If your year was a book, what title would it have?
5. What project or collaboration taught me the most, even if it wasn’t the most profitable?
6. Where did I spend too many hours—and what boundary can I set next year?
Whether your numbers soared this year or left you scratching your head, pause long enough to ask: What story am I telling myself about this year?”
This is how you create emotional closure—by claiming your story, not just your stats.
Align Your Year
Reflection isn’t just feel-good journaling. It’s an essential business strategy. It can reset your nervous system and allow mental and emotional closure. It lets you enter the new year focused, without the lingering feeling of “should have.” You don’t have to rewrite the past, but you must align the external reality with the internal narrative.
Whether your numbers soared this year or left you scratching your head, pause long enough to ask: What story am I telling myself about this year? And is it the whole truth?
Else Johnson is a mindset strategist and creator of the Wise Mind Leadership Blueprint™, trusted by high-achieving entrepreneurs to dismantle self-sabotage and lead with intention. Backed by certifications in NLP, CBT and Positive Intelligence—and decades of experience in finance, entrepreneurship and the design industry—Else helps clients build emotional resilience, redefine their leadership identity and unlock measurable growth in creativity, profitability and strategic influence. » MoreThanJustFine.com
FEATURED FINDS
The Marseille Collection
Marseille brings bouclé-inspired texture to window coverings, blending fashion and interior design. Crafted from recycled bouclé yarns, these light-filtering fabrics combine sustainability with elegance. Suitable for roman and roller shades, Marseille comes in five on-trend colors— white, off white, sand, grey and anthracite. ISO 11654 (class D) tested, it adds sound-absorbing comfort with modern style. More than a fabric, Marseille is a statement piece ready to elevate any project.
Coulisse
bit.ly/CoulisseMarseille
Texstyle’s Chateau Collection
The company's new collection brings elevated style, lasting performance and mindful design to today’s homes. Available in matching light-filtering and blackout opacities with exceptional fade resistance and soft light diffusion, Chateau offers near-total privacy, making it ideal for bedrooms, bathrooms and open-plan living. Eco-friendly and free from harsh chemicals, Chateau is a smart, stylish choice for modern living spaces.
Texstyle
Texstyle.com/collections/chateau
Ona Drapery Hardware Company
The source for custom-made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy-gauge steel, wrought iron, crystal and more. Custom curving is also available for all rod profiles. Be sure to look at our new acrylic rods, art glass finials and polished chrome finishes, in addition to our popular French rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction.
Ona Drapery
For a free catalog, please call 800-231-4025 or visit OnaDrapery.com
Motorized Roman Shade
The Motorized Roman Shade offers wireless remote control, allowing you to open, close or adjust multiple shades with ease. No matter where you are in your home, enjoy seamless control over light and privacy, no reaching or pulling required.
TWOPAGES
TwopagesCurtains.com
Make Every Sale a Success Story
BY OLIVER SCHREIBER
When we meet with a new potential client, it’s easy to focus on measurements, fabric types and product features. After all, customers need to know the details—light filtering or room darkening, energy savings, motorization options, price points. But here’s the truth: People don’t buy blinds because of slat sizes or energy values. They buy because they imagine how their home will feel when the right window coverings are in place. One of the best ways to help them imagine that future is through storytelling.
Think about the average homeowner. By the time you walk through their door, they’ve already browsed Pinterest, read reviews and checked prices online. If you give them a pitch that sounds like everyone else’s, you’ll blend into the noise. If you tell them a story about how another customer solved the exact same problem, they’ll listen.
Stories spark emotion. They help people see beyond “a set of blinds” to the peace of mind, comfort or beauty those blinds bring. Neuroscience backs this up: Our brains respond to stories with increased trust and connection. That’s what closes deals.
Let’s compare two approaches:
• Pitch Mode: “These cellular shades block 99% of UV rays and reduce your energy bill by up to 20%.”
• Story Mode: “One of my customers had a sunroom that was unbearable in the summer. She loved the view but hated the heat. After installing these shades, her electric bill dropped by almost $100 a month and now she calls it her favorite room in the house!”
Both highlight the same benefits, but the story paints a picture. It helps the customer imagine not just the product but how it will improve their daily life.
Every strong sales story has four parts:
• The Struggle: The problem the customer faced: a drafty living room, fading furniture, too much glare on the TV.
• The Journey: The process of finding the right solution: deciding on shutters versus shades, choosing colors, installation.
• The Resolution: The practical fix: new window treatments solved the problem.
• The Transformation: The emotional payoff: a cozier home, better sleep, improved curb appeal.
Notice that the customer is always the hero of the story. You’re not the star. You’re the guide who helps them get what they want.
You can weave storytelling into every stage of your sales process:
• First Impression: Share a quick anecdote to establish credibility (“Just last week, I worked with a family in a similar home who wanted…”)
• Discovery: Use stories to validate their pain points (“I know exactly what you mean. Another client of mine couldn’t watch TV in the afternoons because of glare until…”)
• Presentation: Frame your product demo around a success story rather than a feature list.
• Closing: End with a story that mirrors the prospect’s goals and shows you’ve solved this before.
Relevance is key. A young couple in a starter home may connect with a story about affordable upgrades, while a business owner might care about professional appearance or energy efficiency.
Price is often the biggest objection we face in sales. They can always get it cheaper somewhere else. Instead of diving into
discounts, use a story to reframe the value:
“When I showed these motorized shades to another customer, she hesitated because of the cost. A few months later, she told me it was the best decision she’d ever made because there’s no more running around adjusting blinds, her kids are sleeping better and the energy savings surprised her.”
Stories like this don’t argue with the objection. They gently dissolve it by showing real-life proof.
Sell the Vision, Not Just the View At the end of the day, window treatments aren’t just about covering glass. They’re about transforming spaces, protecting what matters and helping people feel proud of their homes. Numbers and features may explain the product, but stories make people believe in the outcome.
When you use storytelling as your sales superpower, you stop being “just another window treatment salesperson.” You become the guide who helps people see their home in a whole new light, literally and figuratively. Good stories will help you put more check marks in the Sold column! V
Oliver Schreiber began his sales career over 30 years ago and is CEO of Beltway Blinds in Washington, D.C., Maryland, and Virginia. He leads a team that generated more than $11 million in sales last year. He has been a speaker at IWCE, has received awards for being the largest-volume dealer with Alta Window Fashions and sits on the National Advisory Committee for a window covering group, Exciting Windows!. BeltwayBlinds.com
