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Grand DESIGN VOLUME 48, ISSUE 6 NOVEMBER + DECEMBER 2026

The Details That Make the Difference

The Allure of Exclusivity What Makes Luxury Irresistible Inside IWCE 2027 Your First Look at What’s Coming to Tampa 40 Under 40: The Class of 2026 Meet the Industry’s Rising Stars Decorative Hardware, Elevated

SMART WINDOW COVERINGS

Discover more

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Introducing Roman Vol. 2, the second volume of our Roman collection. A curated selection of soft, textured fabrics inspired by nature and designed for today’s layered interiors. Available in sheer and black-out qualities.

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Designed To Carry the DRAMA This winter, soft treatments are richer, more layered, more expressive, and more essential to the way a room comes together. Graber’s fall/winter launch introduces 130+ new fabrics in sophisticated patterns and luxurious textures alongside expanded hardware and rod options to hold larger and heavier draperies. Graber is committed to helping dealers create spaces with both depth and distinction. See what's shaping the market. Scan for your free digital Trend Showcase.

MASTHEAD November + December 2026

VOLUME 48, ISSUE 6

Publisher | Ania Munzer ania@wf-vision.com Managing Editor | Lindsay Brown lindsay@wf-vision.com Art Director | Brandon Bennett bbennett@studiobtm.com Copy Editor | Maude Campbell maude@wf-vision.com Event Manager | Shannon Flaherty shannon@wf-vision.com Sales Executive | Nancy Nix nnix@wf-vision.com Marketing Coordinator | Tracy Herold tracy@wf-vision.com CONTRIBUTORS Justin Gianola, Else Johnson, Tracee Murphy, Kathy Cragg Pace, Oliver Schreiber, Linda Tully SUBSCRIPTION SUPPORT 866-456-0405 • wfvision@bridgetowerhelp.com

ON THE COVER: Designer: Kelly Ford, Ford Interior Design Fabrication & Workroom: High Country Drapery Photography: Citizen Media Installers: Nick Gallauer and Isaac Mills

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 BridgeTower Media, LLC, 1633 New Garden Rd Unit #163, Greensboro, NC 27410. Visit our website at WFVISION.com. Periodicals postage paid at Columbia, SC 29292, and additional entry offices. POSTMASTER Send address changes to: Window Fashion Vision Subscription Services PO Box 494 Lincolnshire, IL 60069-0494 Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2026 by BridgeTower Media. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Window Fashion Vision, PO Box 494, Lincolnshire, IL 60069-0494 NOVEMBER + DECEMBER 2026, VOLUME 48, ISSUE 6.

NOVEMBER + DECEMBER 2026 | wf-vision.com

For magazine updates, go to Facebook.com/wfvisionmagazine Keep up with all the news @WFVMagazine

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E D I TO R ’S N O T E

SHAKE THE HALLS

That’s a

Peppermint Espresso Martini

The holiday season is here, and with it comes the annual mad dash to finish projects, meet deadlines, check off to-do lists and somehow squeeze in a little holiday cheer. As the fourth quarter winds down, it’s the perfect time to celebrate a year of hard work, big ideas and beautiful results.

Ingredients (Makes 1)

Wrap!

1½-2 oz peppermint vodka 1 oz coffee liqueur (such as Kahlúa)

And what better way to close out the year than with a little luxury? In “The Finer Points,” we explore what really makes a window treatment luxurious. Spoiler alert: it’s not always the price tag. From expert craftsmanship and thoughtful details to flawless installation and exceptional service, sometimes the things that make the biggest difference are the ones you barely notice.

1 oz freshly brewed espresso, cooled

We’re also ending the year on a high note by celebrating some standout talent. Meet our 2026 class of 40 Under 40 honorees, the rising stars bringing fresh perspectives and big ambitions to the industry. Plus, we’re shining a spotlight on the three top winners of the 2026 Grace Awards, whose creativity and craftsmanship are worth praising.

Instructions

Before you officially close the books on 2026, take a peek at what’s coming in 2027. The International Window Coverings Expo (IWCE) heads to Tampa March 14-16, and we’ve got a preview of the speakers, educational sessions and hands-on experiences you won’t want to miss. So, here’s to finishing strong, taking a well-earned break and heading into the new year with fresh ideas and renewed energy. Wishing you a wonderful holiday season and a successful 2027! Cheers, Lindsay Brown Managing Editor

A signature cocktail at my family’s Christmas Eve gathering, this festive twist on the espresso martini is equal parts holiday cheer and caffeine kick. Perfect for keeping you merry and alert for any last-minute elf duties once the children are nestled all snug in their beds!

NOVEMBER + DECEMBER 2026 | wf-vision.com

Optional: ½ oz half-and-half or Irish cream Crushed candy canes and chocolate syrup for the rim Espresso beans or mini candy cane for garnish

Rim a chilled martini glass with chocolate syrup and crushed candy canes. Combine vodka, coffee liqueur, espresso, simple syrup and optional cream in a shaker filled with ice. Shake vigorously for 15-20 seconds, then strain into the glass. Garnish with espresso beans or a mini candy cane.

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C O N T E N TS November + December 2026

IN THIS ISSUE COLUMNS

8 182 14 10

EDITORS’ NOTE That’s a Wrap! By Lindsay Brown disCOVER About the Cover POINT-OF-VIEW: New & Noteworthy All That’s Interesting

24 The Finer Points

14 18

ARTISAN ATELIER Step-by-Step Tutorial By Linda Tully

28 The Psychology of Exclusivity

FULL FRAME: MOTORIZATION The Rule of Three: Fewer Callbacks, Better Business    By Justina Gianola

From craftsmanship to client service, what it takes to compete in the high-end window treatment market

Why scarcity and personalization matter in luxury design

30 History with a Twist 4

Designer Michelle Gage gives a 19th-century Philadelphia home a colorful new chapter, mixing bold patterns, playful details and plenty of personality.

FULL FRAME: INSTALLATION Bridging the Extreme

34 Decked Out 4

What’s next for decorative hardware in 2027

20 60

FULL FRAME: WELLNESS    The Standards You Keep By Else Johnson

IWCE Heads to Tampa

A sneak peek at what’s in store at the International Window Coverings Expo (IWCE), happening March 14-16, 2027

44 40 Under 40 Awards 4

Honoring the rising stars who are shaping the future of the window treatment industry

52 A Cut Above 4

NOVEMBER + DECEMBER 2026 | wf-vision.com

F ULL FRAME: TRANSFORMATIONS The Human Touch in Sales By Kathy Cragg Pace

Meet the three top honorees of the 2026 Grace Awards.

SOLD! Whose Budget Is It Anyway? By Oliver Schreiber

D I S C OV E R Cover Stor y

Grand Gestures

When a room has grand proportions, sometimes the best way to make a statement is to soften things up. That was the approach for this Greenville, South Carolina, residence, where soaring ceilings and dramatic floor-to-ceiling drapery prove that luxury can be both impressive and inviting. Designed by Kelly Ford of Ford Interior Design, the space was meant to be a showstopper, but not the kind of room guests admire from a distance. The homeowner wanted a place where people would naturally gather, settle in and stay awhile. To strike that balance, Ford turned to Beth Mills of High Country Drapery, who helped bring the vision to life with dramatic window treatments. “The drapery played an essential role in achieving this vision, softening the room’s grand proportions while creating a sense of warmth and enclosure,” Mills said. Fabricated from a sheer textile by Carole Fabrics, the towering panels bring movement and an airy elegance to the space. And while the drapery commands attention, the hardware knows when to take a back seat. A minimal track system from Forest Hardware provides the necessary support while letting the fabric do the talking. “My favorite detail of this project is the stunning view as you enter the room with the hint of drapery you see from the kitchen, and then the gorgeous view as you stand in the room and take it all in,” said Mills. “It’s a gift that keeps on giving!”

NOVEMBER + DECEMBER 2026 | wf-vision.com

Designer: Kelly Ford, Ford Interior Design Fabrication & Workroom: High Country Drapery Installers: Nick Gallauer and Isaac Mills Photography: Citizen Media

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

NEW AND NOTEWORTHY NEW PRODUCT Fringe Benefits Romo puts a playful spin on traditional passementerie with Pinto, a collection of luxury trims that blends heritage craftsmanship with contemporary flair. Woven in the UK on traditional looms, the assortment includes a sumptuous brush fringe, scalloped trim, caterpillar braid and three woven braids, along with decorative and plain piping cords. Designed to add texture, movement and color to drapery, upholstery and accessories, Pinto encourages creative layering and unexpected combinations, proving that sometimes the smallest details make the biggest statement. Romo.com

Curtain Call Coulisse expands its Motionblinds wired motor range with the new CM-57 Curtain Wired Motor, designed to automate pleated, wave and ripple fold curtains. Powered by AC 100–240V through a mains cable and connector, the motor offers a wired solution for bringing effortless operation to custom drapery. The latest addition gives designers and installers another option for integrating motorization into residential and commercial spaces where convenience and a polished finish go hand in hand. Coulisse.com

NEW PRODUCT

Stark Contrast Pottery Barn teams up with New York City-based designer and tastemaker Ashley Stark on a collection that brings her signature layered aesthetic to everyday living. Spanning more than 50 pieces across furniture, lighting, upholstery, barware and decorative accents, the collaboration pairs refined silhouettes with rich textures and mixed materials. Polished marble, warm brass, dark wood and plush chenille set a sophisticated tone, while chainlink accents, ruffles and tufted details add personality. The result is a collection that balances timeless craftsmanship with Stark’s fashion-forward approach to interiors. PotteryBarn.com

NOVEMBER + DECEMBER 2026 | wf-vision.com

FOREST MOTORIZATION A world of options.

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

NEW PRODUCT A Foxy Find Designer and content creator Drew Michael Scott, better known as Lone Fox, brings his love of vintage finds and collected interiors to a new collaboration with Joon Loloi. The collection of rugs and pillows blends antique-inspired patterns with a fresh perspective, featuring textural patchwork, abstract animal prints and folk art-inspired motifs. From hand-tufted wool rugs to richly patterned accent pillows, the assortment celebrates the charm of old-world design with pieces that feel both nostalgic and contemporary. The result is an eclectic mix of textures, colors and patterns designed to give interiors a layered, lived-in look. JoonLoloi.com

NEW PRODUCT

Wallflowers Scalamandré brings botanical beauty to the walls with Botanica, a mural wallcovering inspired by illustrations from an antique Swedish flora found in the Sandberg archives. Originally conceived as a large-scale mural, the design has been reimagined as a repeating print that lends a classic, nature-inspired touch to contemporary and traditional interiors. Rendered in a soft Oat palette, Botanica provides a subtle backdrop for layered textiles and furnishings, while its paper/nonwoven finish adds texture and refinement. Scalamandre.com

NOVEMBER + DECEMBER 2026 | wf-vision.com

Chain Reaction Rollease Acmeda is giving fabricators and installers more flexibility with expanded compatibility for its patented RB Series chain control system. Now compatible with standard 1.5-inch and 2-inch tubes, the system accommodates larger roller shades, linked configurations and open-roll, cassette and fascia applications. A snap-lock clutch allows tool-free chain insertion, while an adjustable pin end provides up to 10 mm of on-site adjustment to correct minor measurement discrepancies. Compatible with existing solutions, including Spring Assist Booster, Opulence Brackets, Cassette 110 and Easy-Link, the RB Series helps streamline fabrication and installation across a wider range of projects. RolleaseAcmeda.com

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A RT I SA N AT E L I E R Tools of the Trade

Step-by-Step Tutorial: Rolling Drapery Workroom Table BY LINDA TULLY

A padded, gridded worktable is a workroom essential, providing enough space to lay out full fabric widths, pin projects directly to the surface and measure against a built-in grid. This version adds locking casters and a full-length storage shelf underneath. A full video tutorial with detailed explanations for each step will be posted on Linda’s YouTube channel, YouTube.com@TullyDraperyShop, for those who prefer to follow along visually Tools Miter or circular saw, circular saw with straightedge, jigsaw, drill/driver, countersink bit, staple gun, tape measure, pencil, combination square, bar clamps, utility knife, scissors

NOVEMBER + DECEMBER 2026 | wf-vision.com

Materials • • • • •

Eight 4×4 posts 2×4 studs: four long and 10 short Two sheets ½" plywood Three sheets ¾" MDF Eight heavy-duty 5" locking swivel casters

• • • • •

6' × 13' carpet padding 4.5 yards gridded workroom canvas 3" and 2" wood screws Caster screws ⅜" staples

Cut List Legs, 4×4: Eight at 30" Top and bottom side rails, 2×4: Four at 132" Top and bottom end rails, 2×4: Four at 48" Supports, 2×4: Six at 45" Shelf, ½" plywood: 48" × 132", notched around legs Top, ¾" MDF: Three sheets cut to create a 60" × 147" surface Finished size: 147" long × 60" wide × 36" tall, including casters. Adjust the length to fit your space and the height to your working preference. Step 1: Build the Side Frames

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

Cut all eight 4×4 legs to the same length and predrill the frame joints to prevent splitting. Build two identical side frames flat on the floor. Each consists of top and bottom rails with four legs positioned between them. Clamp each leg in place, check for square and secure with 3" screws. Step 2: Complete the Base Stand the side frames parallel and connect them with the top and bottom end rails. Check the diagonals to ensure the frame is square, then add cross supports between the bottom rails to support the shelf. Step 3: Add the Shelf Measure and notch the plywood shelf around the legs, cutting the notches approximately ⅛" oversize. Dry-fit the panels before screwing them into the bottom rails and cross supports.

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Step 4: Mount the Casters With the table upside down, mount one locking caster to each leg. Secure the caster plates to blocks along the sides of the legs rather than directly into the end grain. Check that all eight sit at the same height and that the locks are accessible. Carefully flip the table upright with help and check that it sits level. Step 5: Install the Top Position the MDF with an even 6" overhang around the frame and screw it into the top rails. Countersink every screw below the surface so fasteners don’t create bumps beneath the finished work surface. Step 6: Add the Padding Roll carpet padding over the MDF and smooth it from the center outward. Trim it approximately 3" beyond the edges, then staple the overhang to the underside of the MDF, working from the center of each side toward the corners.

Versatile fabric compatability

Precise, consistent seams

Step 7: Finish with Canvas Drape the gridded workroom canvas over the padding and carefully align the grid with the table edges before stapling. Staple the center of one long side underneath the MDF, then pull the canvas taut and staple the opposite side. Repeat at each end. Continue working outward toward the corners, alternating sides to keep the grid square. Fold the corners neatly and staple them last.

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FULL FRAME Motorization

The Rule of Three: Fewer Callbacks, Better Business How preparation, product knowledge and service packages can reduce return visits and protect your profits BY JUSTIN GIANOLA

Motorization can be a great way to increase sales and improve the customer experience. But nothing eats into those profits faster than an unexpected return trip to troubleshoot a shade, replace a remote or resolve a connectivity issue. Callbacks are part of the business, especially as motorization and home automation become more sophisticated. But many common issues can be prevented before an installer ever arrives on-site. The key comes down to three things: Be prepared, stay educated and create service packages. Together, these strategies can reduce unnecessary service calls, protect margins and turn ongoing customer support into a revenue opportunity.

1. Be Prepared Before the Installation

One of the best ways to prevent callbacks is to identify potential problems during the initial sales consultation. A thorough site evaluation right from the start can save hours of troubleshooting later. Start with the power source. Battery-powered motors offer flexibility, but not every installation is the same. For hard-to-reach windows, solar panels can be an excellent solution. Today’s panels are more efficient and reliable, but placement and available sunlight still matter. Present solar

NOVEMBER + DECEMBER 2026 | wf-vision.com

power as a way to extend the time between recharges, not necessarily eliminate charging. For AC- and DC-powered systems, confirm that the proper power supply and wiring are available at every window. Some DC motor configurations require individual homerun wiring. More than once, I’ve received the dreaded call: “There’s only one set of wires available, and I have three dual shades.” That’s a problem you want to discover during the sales consultation, not on installation day. Next, consider how customers will use their shades. Do they have children? Will remotes disappear between couch cushions? Include permanently mounted wall switches when appropriate. An extra master remote tucked into a drawer can also prevent a frantic phone call when the primary remote goes missing. Finally, carry backup inventory. A faulty motor or remote shouldn’t automatically mean another trip. Even without direct accounts with major brands, you can work with distributors to stock commonly used motors, remotes, chargers, solar panels and hubs. Having a replacement available can mean the difference between completing an installation and scheduling an unpaid return visit.

2. Stay Educated as Technology Evolves

Motorization technology is changing. New products,

platforms and connectivity options constantly enter the market. Some technologies that initially seem revolutionary never gain traction. Others need refinement before becoming dependable solutions. Staying educated is about more than knowing what’s new. It’s about understanding what works, what doesn’t and which products are ready for your customers.

“

Staying educated is about more than knowing what’s new. It’s about understanding what works, what doesn’t and which products are ready for your customers.”

Maintain relationships with manufacturers and distributors, participate in training and stay connected with industry peers. Just as importantly, share what you’ve learned in the field. We all have installation tricks, troubleshooting techniques and lessons learned the hard way. While certain specialties may give your business a competitive advantage, sharing general knowledge helps everyone deliver better results. We’re a relatively small industry doing big things. The more we communicate, the better equipped we are to avoid problems and strengthen customer confidence in motorization.

3. Turn Service Into a Revenue Opportunity

Here’s where the conversation gets interesting. Not every callback has to be a loss.As motorization becomes more integrated into the home, customers need different levels of support. Some are comfortable programming their own devices and troubleshooting connectivity issues. Others want someone to handle everything, from setting up scenes and schedules to charging batteries. Rather than treating every customer the same, consider creating tiered service packages that reflect the time and expertise involved. Think of it as a good, better, best approach, not just for the motorized products you sell but for the services that support them. For example, you could offer the following packages: •

Basic Setup: Install the shades, verify limits and program the remote.

•

Smart Home Setup: Include basic installation, plus hub setup, one room, one scene and one timer.

•

Whole-Home Automation: Configure the entire home through the hub or app, including customized scenes,

schedules and routines. •

Ongoing Maintenance: Offer scheduled visits for battery charging, system checks and routine support.

These are just examples. The packages should reflect your products, customers and business model. Consider an older homeowner with hard-to-reach windows or a client with an extensive smart home system. Their service needs may be significantly different from those of a tech-savvy customer who simply wants a remote-controlled shade. And those differences should be reflected in your pricing. A basic installation shouldn’t be priced the same as a whole-home setup requiring several hours of programming, customer education and troubleshooting. By establishing expectations and pricing upfront, you ensure your team is compensated for the additional time and expertise required. There’s another benefit to ongoing service packages: They keep you connected to your customers. A scheduled maintenance visit provides an opportunity to answer questions, introduce new technology, identify additional window treatment needs and generate referrals. Instead of waiting for a customer to call with a problem, you’re proactively delivering value. This model is already familiar to many high-end clients whose home automation integrators offer ongoing service and support. There’s no reason window covering professionals can’t take a similar approach.

Make Every Installation Count

The goal isn’t to eliminate every callback. That’s unrealistic when technology evolves and every installation presents different challenges. The goal is to prevent avoidable visits and account for the support customers need. Evaluate installations carefully, stay current on technology and price service according to the work involved. Motorization shouldn’t cost you money after the sale. With the right preparation and service strategy, it can continue generating value long after the shades are installed. 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.

FULL FRAME Installation

Bridging the

EXTREME A 100-YEAR-OLD BRIDGE. A 66-FOOT DROP. THIRTYSEVEN SHADES SPANNING 444 FEET. FIVE DAYS TO INSTALL THEM ALL.

There was just one problem. The same location that made the bridge so spectacular also left it exposed to extreme weather. Positioned directly over the river, the bridge sits in a natural wind corridor where gusts of up to 40 mph can sweep through its open-air spaces. Wind-driven rain and debris could enter the restaurant and event areas, and during colder weather, heaters struggled to keep the spaces comfortable. There needed a way to tame the elements without sacrificing the views and open-air experience that made the bridge special. That’s where Tim Sanders, president of Solar Shield Blinds, came in. The answer was 37 custom motorized SunPro exterior patio shades spanning a combined 444 feet. Each shade measured approximately 12 feet wide and was designed to fit between the bridge’s existing steel framework and railings. On the upper level, shades were installed on both

NOVEMBER + DECEMBER 2026 | wf-vision.com

PHOTOS BY TIM SANDERS AND MORGAN HUFF, SOLAR SHIELD BLINDS

A century-old railroad bridge suspended 66 feet above the Kansas River might not seem like the obvious setting for a restaurant, bar and event venue. But developer Mike Zeller saw something different in Kansas City’s historic Rock Island Bridge: the potential to create an entertainment district unlike anything else in the country.

sides to protect the restaurant, bar and event space, while the lower level received shades along its north side. But designing the system was only the beginning. Installing exterior shades on a historic steel structure over 60 feet above a river presented challenges that went far beyond a typical installation. There was no existing structure designed to support the shades, requiring Solar Shield Blinds to develop a custom build-out and attach it directly to the bridge’s steel framework. Much of that mounting structure had to be installed

outside the occupied space and beyond the existing handrails. To reach it, installers worked from scaffolding strategically positioned over the bridge railings. Wind remained a factor throughout the job, making safety planning especially critical. Getting the shades themselves into position created another logistical puzzle. There was no vehicle access to the work area, so shades, components, tools and materials had to be carried up several flights of stairs and across the bridge. A crane lifted the shades destined for the second level. Even power presented a challenge. With no electrical

service available at the installation site, the crew brought in generators to operate its tools and temporarily power each motorized shade for testing. Careful preparation paid off. The team allotted five days for installation. And by 5 p.m. on Day 5, all 37 shades were installed, tested and ready to go, bringing a week of work high above the Kansas River to a successful close. Now, visitors to Rock Island Bridge can enjoy the restaurant, bar and event spaces with protection from the elements, without losing the open-air experience and sweeping river views that make the one-of-a-kind destination so special. V

A perfectly tailored suit. A handcrafted piece of furniture. A fivestar hotel where every need seems to be anticipated before it’s expressed. Luxury has a way of making the extraordinary feel effortless. The same holds true for custom window treatments. While sumptuous silks, elaborate embellishments and sophisticated technology have their place, sometimes the greatest luxury is a simple roman shade that operates flawlessly, a drapery panel that falls just so or a motorized system that works without a second thought. Attracting high-end clients requires more than premium products. It demands expertise, planning, skilled fabrication and exceptional service. We asked industry experts how to communicate the value of their work and stand out in the luxury market.

sales conversation can begin with the expertise behind the treatment. Why does the right lining matter? How does pattern placement affect the design? Julie Murphy of Designer Draperies of Boston pointed to pattern matching as one example. Whether drapery panels mirror each other or carry a continuous pattern across a window can dramatically affect the result. On roman shades, pleating to the pattern ensures the design remains cohesive even when raised. “The eye catches a mismatch even when it can’t say why,” Murphy said. Showing clients these differences through samples or completed projects can make the value of skilled fabrication more tangible.

Sell the Skill, Not Just the Silk

Sweat the Small Stuff

“Expensive doesn’t necessarily mean luxurious. And custom doesn’t automatically mean exceptional,” said Vita Vygovska of Vitalia Inc. “But true luxury does come at a price, because the craftsmanship and expertise behind it cannot be massproduced.”

Exceptional craftsmanship begins long before the first stitch. Fabric preparation and an understanding of how textiles behave can prevent costly problems.

Rather than leading with fabric prices or embellishments, the

PHOTOGRAPHY OPPOSITE: DESIGN BY THE DRAPERY ROOM. PHOTO BY LAUREN CHAMBERS

From craftsmanship to client service, what it takes to compete in the high-end window treatment market

THIS PAGE: DESIGN BY HIGH COUNTRY DRAPERY DESIGNS. PHOTO BY NATIVEHOUSE

The FINER Points

NOVEMBER + DECEMBER 2026 | wf-vision.com

Jill Ballew of High Country Drapery Designs pointed to silk as an example. Despite its luxurious reputation, silk can appear stiff and flat without proper interlining. Add the right layer, and

it takes on the volume and luminosity clients expect. Linen presents another challenge. Because it absorbs humidity and can lengthen after hanging, its behavior needs to be anticipated before fabrication. “Every step of fabrication builds on the one before it,” Ballew said. “If a measurement is slightly off or the linings aren’t layered just right, it shows in both how it looks and how it works.” At High Country Drapery Designs, every drapery receives interlining and blackout lining, and pleats are handturned rather than machine-pressed. Murphy’s Boston workroom incorporates hand-sewn trims and embroidered leading edges. Even the tiny pinholes of light created when rings are sewn onto blackout roman shades are covered. Such standards distinguish exceptional work and help build a reputation that commands a premium.

Plan for the Invisible Concealed hardware, whisper-quiet motors and seamless smarthome integration may look effortless, but achieving that result requires considerable coordination. “Technology has shifted from being a luxury feature to being an expectation in many high-end homes,” Vygovska said. “But having technology and having it work beautifully are two very different things.” Behind a drapery panel that glides silently across a window are decisions about weight, stack-back, power requirements and hardware concealment. Gil Breef of Shades By Design recommended getting involved while architects and designers are still developing plans. That allows pockets, recesses and electrical requirements to be incorporated from the start. “Luxury is when everything just works and nothing looks like an afterthought,” Breef said. Early involvement positions window treatment specialists as part of the design team rather than arriving at the end to work around existing conditions. Breef also emphasized collaboration among trades, with window treatment specialists handling fabrication and installation while AV integrators manage controls and programming. These partnerships can help businesses tackle more complex projects without compromising the client’s vision.

Make Service Your Signature A beautiful finished product may make the first impression, but the experience leading up to installation often determines whether a client returns.

“Everyone notices a dropped ball, a pushed install date, an unanswered email or a cost that shows up unexpectedly,” Murphy said. At High Country Drapery Designs, fabrics are inspected upon arrival, allowing time to address flaws before they disrupt production. Anticipating problems helps protect both the project schedule and the client relationship. Vygovska sees that responsibility as especially important when working with interior designers, who entrust fabrication partners with their clients and professional reputations. “One of the greatest luxuries we can offer another professional is the freedom to focus on what they do best, knowing we’ve got the rest,” she said. Taking ownership of a project, communicating proactively and addressing challenges before they escalate can be as valuable as the finished product. A professional installation crew and properly functioning treatments complete the experience.

Know Where to Splurge A higher price tag doesn’t automatically produce a more luxurious result. The challenge is knowing which investments matter most. Ballew recommended prioritizing craftsmanship, followed by quality hardware. If a client needs to economize, a more moderately priced fabric is preferable to compromising on fabrication or performance. “A well-designed roman shade with a great operating system, like motorization, can feel every bit as luxurious as something more elaborate,” Ballew said. Succeeding in the high-end market isn’t about selling the most expensive option. It’s about recommending the right one, assembling the people who can execute it and delivering an experience that inspires confidence. As Vygovska put it, “The ultimate expression of luxury is when something incredibly complicated appears completely effortless.” V

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The PSYCHOLOGY of EXCLUSIVITY Why scarcity and personalization matter in luxury design

BY TRACEE MURPHY, THE DESIGNER BIZ THERAPIST

here’s a reason a one-of-a-kind piece can feel more valuable than something with a much higher price tag. We’re naturally drawn to things that feel rare, personal or difficult to obtain. In my 25-plus years of leading a successful luxury interior design firm, I’ve seen firsthand that what clients value most isn’t always the thing with the highest price tag. Often, it’s the piece with a story, the detail created specifically for them or something they know they won’t see in anyone else’s home. That’s where the psychology of luxury interior design becomes so interesting. What makes something feel truly luxurious often has less to do with price and more to do with the emotional value we attach to it. Scarcity, exclusivity, access and personalization all influence that perception— and understanding why can help designers create a luxury experience that feels far more meaningful than simply filling a home with expensive things. Why Scarcity Changes Our Perception of Value Psychology tells us that when something is scarce or difficult to obtain, we tend to perceive it as more valuable. If everyone can have it, it doesn’t feel quite as special. We see this throughout the luxury market, from limited-edition products to exclusive experiences. In interior design, scarcity can take many forms: a one-of-a-kind work of art, a vintage piece that will never be reproduced, a rare material or a piece of furniture created by a sought-after craftsperson. For luxury clients, the appeal may not simply be, “This is expensive.” It may be, “There isn’t another one exactly like it.”

NOVEMBER + DECEMBER 2026 | wf-vision.com

Personalization and the Psychology of Luxury Design Scarcity creates exclusivity, but personalization can it even further. When something has been designed or created specifically for us, we tend to develop a stronger emotional connection to it. It becomes part of our identity. That is especially powerful in our homes, which are already deeply connected to how we see ourselves and how we want to live. A custom-designed room isn’t meaningful simply because it’s custom. It becomes meaningful when the designer truly understands the person who will live there. How do they spend their mornings? How do they entertain? What makes them feel comfortable? What do they want their home to say about them? And, perhaps most importantly, how do they want to feel when they’re there? This is where emotional intelligence becomes such an important skill for luxury designers. It allows us to listen beyond what a client is telling us they like and understand the emotions, motivations and priorities behind those preferences. Sometimes, the most valuable insight isn’t that a client wants a certain style, color or piece of furniture. It’s understanding why they are drawn to it and what they want it to represent or make them feel. The more deeply we understand the person behind the project, the more personal the design becomes. And the more personal it becomes, the harder it is to replicate. That may be one of the most compelling forms of luxury. Luxury Is Also About Access Exclusivity isn’t limited to what a client owns. Sometimes, what

important part of the luxury experience. Don’t Forget the Story Here’s where designers sometimes miss an opportunity: they know why something is special, but the client may not. A handmade table is beautiful. But when the client learns about the artisan who created it, the technique that was used and why a particular material was selected, that table suddenly has a story. The same is true of an antique with an interesting provenance, an original piece of art or a custom element created specifically for the home. Story creates emotional connection. And emotional connection can increase perceived value.

DESIGN BY HIGH COUNTRY DRAPERY DESIGNS. PHOTO BY NATIVEHOUSE PHOTOGRAPHY.

Understanding the psychology of luxury interior design means recognizing that clients aren’t responding only to what they see. They’re responding to what something represents, how it makes them feel and the meaning they attach to it.

feels luxurious is having access to something they couldn’t easily find or obtain on their own. Interior designers often have relationships with artisans, craftspeople, galleries, showrooms and trade resources that their clients don’t. We know where to find an unusual piece, who can fabricate something completely custom or how to source materials that aren’t readily available. That access is part of our value as designers. For aﬄuent clients who can purchase almost anything themselves, the ability to open doors to something unexpected or otherwise inaccessible can become an

What Does This Mean for Designers? If you work with luxury clients, instead of asking, “How can I make this feel more expensive?” try asking, “How can I make this feel like it could only belong to this client?” That shift changes the conversation. It encourages you to curate instead of simply presenting more options. It puts greater value on craftsmanship, relationships, access and storytelling. Most importantly, it requires you to understand your client beyond their preferred colors, styles and inspiration images. True personalization begins with understanding the person. Luxury doesn’t have to announce itself. Sometimes the greatest luxury is walking into a home and knowing that no one else could have exactly the same one—because every detail was thoughtfully chosen for the people who live there. V

Catch TRACEE MURPHY at IWCE 2027! Tracee Murphy, The Design Biz Therapist, will take the stage at IWCE 2027 in Tampa, Florida, on March 14 for two sessions exploring psychology, emotional intelligence and the power of understanding people in business.

ho says an old house has to play by old rules? Certainly not designer Michelle Gage. When it came time to breathe new life into an 1850s home on Philadelphia’s Pine Street, she traded predictable neutrals for saturated hues, whimsical florals and a fearless mix of patterns. The goal wasn’t to erase the past but to give it a colorful new chapter. With its original millwork, narrow proportions and nearly two centuries of history, the home already had plenty of character. Gage simply turned up the volume. Bold paint colors mingle with embroidered fabrics, stripes share space with florals and unexpected details bring a sense of fun to rooms that might otherwise have leaned traditional. “We wanted to enhance the home’s character without changing it,” said Gage. And enhance it she did. In the living room, custom London Shades from Horizons add a little flourish with their distinctive fan detailing. The primary bedroom embraces pattern on pattern, pairing embroidered floral draperies with striped wallpaper for a look that’s equal parts cozy and captivating. Even the lively home office gets a moment to catch its breath, thanks to understated woven shades that balance the room’s more exuberant elements. There’s something refreshing about a historic home that doesn’t take itself too seriously. Gage’s playful approach proves that original architecture and a little design daring make excellent companions. After all, who says a home that’s been around for 175 years can’t still have a few surprises up its sleeve?

NOVEMBER + DECEMBER 2026 | wf-vision.com

HISTORY

WITH A TWIST DESIGNER MICHELLE GAGE GIVES A 19TH-CENTURY PHILADELPHIA HOME A COLORFUL NEW CHAPTER, MIXING BOLD PATTERNS, PLAYFUL DETAILS AND PLENTY OF PERSONALITY

LIVING ROOM Window Treatment: Horizons pleated London shade with motorized lift and two finger pinch pleat drapery Sofa Fabric: Liberty London Floor Lamp: Visual Comfort Paint Color: Benjamin Moore Blue Daisy (walls) and Summer Nights (doors and trim)

BEDROOM Window Treatment: Horizons two finger crown pleat drapery with Treasures drapery hardware and classic roman shade with cordless lift Wallpaper: The Lawns Ceiling Light: Visual Comfort Bench: Four Hands

OFFICE Window Treatment: Horizons waterfall roman woven shades Wallpaper: Lake August Table Lamp: Visual Comfort Paint Color: Benjamin Moore New London Burgundy (trim) and Herb Garden (ceiling)

NOVEMBER + DECEMBER 2026 | wf-vision.com

DINING ROOM Window Treatment: Horizons two finger pinch pleat drapery Dining Table: Made Goods Paint Color: Benjamin Moore Blue Daisy (walls) and Summer Nights (trim)

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NOVEMBER + DECEMBER 2026 | wf-vision.com

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Pre-register online by Dec 15 to save up to $100 on your tickets! WWW.IWCE-VISION.COM

MEET OUR KEYNOTE SPEAKER TRACEE MURPHY The Design Biz Therapist

Tracee is a licensed interior designer and nationally recognized thought leader in design psychology. With degrees in psychology and interior design and 25 years leading Trade Mark Interiors, she helps design professionals understand human behavior, strengthen client relationships, navigate challenges and build confident, profitable businesses.

Sunday, March 14 - 12:00 PM - 1:15 PM

Keynote Luncheon: The Human Advantage: Why Understanding People Is Your Greatest Competitive Edge Every business challenge is ultimately a human challenge. Through psychology and emotional intelligence, this keynote explores how understanding human behavior can become your greatest competitive advantage. Discover how greater self-awareness and insight can help you communicate more effectively, build trust, strengthen teams, deepen customer relationships and lead with greater influence.

Sunday, March 14 - 3:00 PM - 4:15 PM

Conflict Without the Chaos: Turning Difficult Conversations into Stronger Relationships

INDUSTRY EXPERT LINEUP

Difficult conversations are inevitable, but the chaos doesn’t have to be. This interactive session explores how to navigate conflict with employees, clients and business partners. Learn practical strategies to manage tension, reduce defensiveness, communicate clearly and address challenges while strengthening relationships and achieving better business outcomes.

Vist IWCE-Vision.com/ speakerlineup to learn more!

DEB BARRETT Owner, Principal Window Dressings

KIM BOYNTON Founder and Owner, 3/8 and Co., LLC

ELLE COLE Founder, Elle Cole Interiors

JOHN MACKENZIE CEO and Co-founder, Cronopower

MADELEINE MACRAE CEO and Co-founder, ProQ Systems

ROGER MAGALHAES Shades In Place Inc and Trading Up Consulting

O’D MCKEWAN Product Coach, Smart Shade Services

VINCE NIGARA CEO and President, Exciting Windows

AUDRA TOMME Head of Account Management, Creekmore Marketing

LINDA TULLY Owner, Tully Drapery Shop

VITA VYGOVSKA CEO, Vitalia Inc.

MICHELE WILLIAMS Owner, Scarlet Thread Consulting

Seminars at a Glance LEARN FRO M THE I NDU ST RY’S LEADI N G VO I CES

SUNDAY, MARCH 14

9:00 AM – 12:00 PM .............. Master Class Blueprint for Profit: Mastering Financial Planning & KPIs ..............................................................................Michele Williams, Scarlet Thread Consulting 9:00 AM – 10:15 AM ............... Seminar More Sales, Less Spend: Hidden Growth Strategies Inside Your Business..........................................................................................................Madeleine MacRae 9:00 AM – 10:15 AM ............... Panel Discussion Tradition Meets Tomorrow: Preserving Craftsmanship While Building the Future .......................................................... Linda Tully (Moderator) 9:00 AM – 10:15 AM ............... Seminar Window Coverings 2035: Forecasting the Future of Our Industry ................................................................................................Deb Barrett, Window Dressings 9:00 AM – 10:15 AM ............... Seminar Beyond the Feed: Using Social Media, AI & Video to Build Trust & Drive Leads...................................................Audra Tomme, Creekmore Marketing 10:30 AM – 11:45 AM.............. Seminar Motorization 101: Selling & Succeeding with Smart Shades ................................................................................................................. John MacKenzie, Cronopower 10:30 AM – 11:45 AM.............. Seminar Soft Treatments 101: From Concept to Confident Execution ..............................................................................................................................Vita Vygovska, Vitalia Inc. 10:30 AM – 11:45 AM.............. Seminar Drapery Hardware Deep Dive: Beauty, Function & Performance......................................................................................................Linda Tully, Tully Drapery Shop 10:30 AM – 11:45 AM.............. Seminar From Search to Showroom: SEO Content That Helps Homeowners Choose You ...........................................Audra Tomme, Creekmore Marketing 12:00 PM – 1:15 PM.................. Keynote Luncheon The Human Advantage: Why Understanding People Is Your Greatest Competitive Edge ...............Tracee Murphy, The Design Biz Therapist 1:30 PM – 2:45 PM................... Seminar Sell Without the Sleaze: How to Sell with Integrity & Close with Confidence .....................................................................................................Madeleine MacRae 1:30 PM – 2:45 PM................... Seminar Beyond Beautiful: The New Era of Wellness-Driven Window Treatments ............................................................................Deb Barrett, Window Dressings 1:30 PM – 2:45 PM................... Seminar The Language of Luxury: Mastering Color for High-End Interiors..............................................................................................................Elle Cole, Elle Cole Interiors 1:30 PM – 2:45 PM................... Seminar Commercial Shading 101: Winning Projects from Bid to Closeout ................................................................................................... John MacKenzie, Cronopower 3:00 PM – 4:15 PM .................. Seminar Conflict Without the Chaos: Turning Difficult Conversations into Stronger Relationships..................Tracee Murphy, The Design Biz Therapist 3:00 PM – 4:15 PM .................. Seminar Profit First: From Cash Flow Chaos to Financial Confidence ..............................................................................Michele Williams, Scarlett Thread Consulting 3:00 PM – 4:15 PM .................. Seminar Drapery Is Art: Elevating Window Treatments to Their Rightful Place...........................................................................................Linda Tully, Tully Drapery Shop 3:00 PM – 4:15 PM .................. Seminar Smart Moves: Next-Generation Motorization & Smart Home Automation.............................................................O’D McKewan, Smart Shade Services

MONDAY, MARCH 15

9:00 AM – 10:15 AM ............... Seminar Beyond the Scroll: Why That Color Worked on Instagram but Won’t Work in Every Home .................................................Elle Cole, Elle Cole Interiors 9:00 AM – 10:15 AM ............... Panel Discussion Motorization Unplugged: Inside the Future of Smart Shading .............................................................................O’D McKewan (Moderator) + Panel 9:00 AM – 10:15 AM ............... Seminar Email That Converts: AI Strategies for More Referrals, Repeat Business & Revenue.......................................Audra Tomme, Creekmore Marketing 9:00 AM – 10:15 AM ............... Seminar Exterior Shading 101: Breaking into Outdoor Living.......................................................................................................................................Kim Boynton, 3/8 and Co., LLC 10:30 AM – 11:45 AM.............. Seminar Million-Dollar Window Covering Business: What Separates the Contenders from the Pretenders...................Vince Nigara, Exciting Windows 10:30 AM – 11:45 AM.............. Seminar AI in Action: The Latest Tools That Save Time & Drive Growth ........................................................................................................Deb Barrett, Window Dressings 10:30 AM – 11:45 AM.............. Seminar Future-Ready Window Treatments: Trends, Innovation & Smarter Design ............................................................................................Vita Vygovska, Vitalia Inc. 10:30 AM – 11:45 AM.............. Seminar Exterior Shading 2.0: Designing, Selling & Installing Profitable Outdoor Projects.................................................................Kim Boynton, 3/8 and Co., LLC 10:30 AM – 11:45 AM.............. Seminar You Measure It, You Own It: Mastering the Art of Accurate Measuring ...................Roger Magalhaes, Shades In Place, Trading Up Consulting

TUESDAY, MARCH 16 40

9:00 AM – 12:00 PM .............. Master Class Motorization 2.0: Advanced Power, Precision & Performance ..............................................................................O’D McKewan, Smart Shade Services 9:00 AM – 10:15 AM ............... Seminar The Luxury Advantage: Designing an Experience Clients Can’t Compare.............................................................................Deb Barrett, Window Dressings 9:00 AM – 10:15 AM ............... Seminar Read Between the Lines: Analyze Your Income Statement Three Ways ...................................................Michele Williams, Scarlet Thread Consulting 9:00 AM – 10:15 AM ............... Seminar The AI-Powered Dealer: How to Market Smarter Without Losing the Human Touch .....................................Audra Tomme, Creekmore Marketing 10:30 AM – 11:45 AM.............. Seminar Global Sourcebook: International Market Trends Defining Tomorrow’s Windows...........................................................Deb Barrett, Window Dressings 10:30 AM – 11:45 AM.............. Panel Discussion Dealer Hot Seat: Solving Your Toughest Business Challenges....................................................................................Vince Nigara, Exciting Windows 10:30 AM – 11:45 AM.............. Seminar Before the Order Goes In: What Installers Wish Everyone Knew..................................Roger Magalhaes, Shades In Place, Trading Up Consulting 1:30 PM – 2:30 PM .................. Panel/Show Floor Sip, Learn & Connect/Coffee Talk & Connect

NOVEMBER + DECEMBER 2026 | wf-vision.com

Visit the Artisan Atelier Watch live demos. Get hands-on. Take home a new skill. BOOTH #237 Discover new techniques, explore the latest fabrics, trims and hardware, and learn directly from workroom experts during two days of complimentary sessions on the show floor.

LINDA TULLY Artisan Atelier Director Founder, Tully Drapery Shop

Meet the Artisan Atelier Instructors

HANNAH BRENDEL Drapery Seamstress, Tully Drapery Shop

KARI CULBERSON Owner, House Marais

RACHAEL HARVEY Founder and Creative Director, Refurnish

OLGA KOTT Founder, Kott Soft Furnishings

TARAS KOTT Kott Soft Furnishings

MIMZY LOMBARDO Founder, Mimzy & Company

STEPHANIE SICKLER Owner, Chrysalis

CADE SMITH Owner, The Curtain Call Nashville

MICHELLE THOMPSON Founder, Interior Home Designs

KRISTEN VINCE Owner, Custom Elegance

SARAH ZOOK Operations Manager, Drapery Street

LIVE DEMONSTRATIONS See expert techniques, new products and creative applications in action.

TICKETED HANDS-ON STUDIO Get personalized instruction and hands-on practice in small groups.

HANDS-ON STUDIO SESSIONS MONDAY, MARCH 15

9:00 AM – 10:00 AM Cut the Perfect Circle: Round Table Skirts Speakers: Michelle Thompson, Interior Home Design, and Linda Tully, Tully Drapery Shop Learn the formula for sizing and cutting a round table skirt, including how to work when the circle is wider than the fabric. Cut your own practice circle and explore four ways to hem and finish the curved edge. 10:15 AM – 11:15 AM Ripplefold, Solved: Snap Tape Prep That Fits the Rod Every Time Speaker: Linda Tully, Tully Drapery Shop Learn how to prep and mark snap tape so seams, carriers, returns and leading edges align correctly with the rod. Work with snap tape yourself and leave with a finished sample panel and step-by-step reference. 1:00 PM – 2:00 PM Build It, String It, Take It Home: A Hands-On Roman Shade Safety & Mechanism Class Speaker: Hannah Brendel, Tully Drapery Shop Build a Rollease continuous clutch and string a sample roman shade using three safety systems approved under the ANSI/WCMA A100.1 standard. Take home your assembled clutch, completed sample shade and a copy of the safety standards. 4:00 PM – 5:00 PM Perfect Pinch Pleats: Pattern Placement & Hand-Finishing Speaker: Olga Kott, Kott Soft Furnishing Learn how to plan pattern placement and calculate balanced pleats and spaces, then create single, double and triple pinch-pleat sample headings. Take home your finished samples and techniques you can apply to custom drapery projects.

TUESDAY, MARCH 16

10:00 AM – 11:00 AM Bespoke Drapery Details: Banding, Mitered Corners & Professional Hand-Stitching Speaker: Olga Kott, Kott Soft Furnishing Explore decorative leading edges, contrast fabrics and the details behind a beautifully finished drapery panel. Create a sample featuring a mitered corner, lead weight and professional hand-finishing techniques to take home. 12:00 PM – 1:00 PM Relax, It’s Only a Roman Shade Speaker: Cade Smith, The Curtain Call Create a mini relaxed roman shade while learning the math and fabrication techniques behind the style’s signature “smile.” Explore variations on the relaxed roman and leave with a guide for re-creating them in your own workroom. 3:00 PM – 4:00 PM Couture Confections: Rosettes, Choux & Bows for the Luxury Interior Speaker: Hannah Brendel, Tully Drapery Shop Learn to construct rosettes, choux and bows while exploring how scale, fabric and placement transform these decorative details. Leave with finished samples and techniques for incorporating them into drapery, pillows, cornices, bedding and more.

Learn more at IWCE-VISION.com/artisan-atelier 42

NOVEMBER + DECEMBER 2026 | wf-vision.com

YOUR INDUSTRY IS MEETING IN TAMPA. JOIN US SUN MAR 14

MON MAR 15

TUE MAR 16

Education + Welcome Party

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Talent takes many forms, and the 2026 class of Window Fashion VISION’s 40 Under 40 proves it. This year’s honorees represent an impressive mix of designers, entrepreneurs, installers, innovators, marketers and rising executives. Some are building companies of their own. Others are taking on bigger roles within established organizations, developing new products, strengthening teams or ﬁnding smarter ways to serve customers.

Meet the Class of 2026

Here’s to the 2026 Class of 40 Under 40: 40 rising talents worth watching, celebrating and cheering on as they make a mark on this industry!

Alan Alfano Jr.

Carson Alsop

Joseph Aragon

Andrew Bingham

Age: 38 Managing Director, Business Operations 369 Design LLC

Age: 35 Owner Miami Drapery Hardware

What connects them is the drive to keep pushing forward. They are embracing new technologies while preserving craftsmanship, building stronger businesses while prioritizing relationships and bringing fresh thinking to a ﬁeld that continues to change.

NOVEMBER + DECEMBER 2026 | wf-vision.com

Age: 33 Architectural Specifications Manager, Mid-Atlantic USA Draper Inc

Age: 36 Managing Director Decora Blind Systems

Malchijah Boyd

Jon Cantor

Felipe Carrillo

Casey Chepko

Haley Clark

Lauren Clark

Teddy Criswell

Abigail Cuminotto

Stephanie Dye

Derek Goode

Carolyn Golabowski

Hilary Hinz

Age: 36 Marketing VP DE-EL Enterprises Inc.

Age: 37 Installation Manager Innovative Openings

Age: 30 Operations Manager Savannah Blinds, Shutters & Shades

Age: 35 Commercial Sales Account Rep, Southcentral U.S. Draper Inc

Age: 39 Co-owner/Future CEO Bay View Blinds Shades & Shutters

Age: 39 Showroom, Sales and Marketing Manager Drapery Street

Age: 32 Window Covering Specialist Lake Interiors

Age: 33 Key Account Specialist Rollease Acmeda

Age: 28 Project Manager Brave Maggie Designs

Age: 36 Lead Designer Smart Blind Design

Age: 37 Owner Goode Shutterss

Age: 39 Owner/Designer Couture by Karen

Chelsea Hunter

Daniel James

Syanne Jiang

Carlos Jimenez

Jackson Lambert

Heather Madonia

Kate Mueller

Ryan Murray

Heidi Myers

Taina Navarro

Whitney Navarro

Francis Pena

Age: 39 Designer In The Shade

Age: 34 Marketing Manager Worldwide Window Fashions

Age: 26 Business Operations Manager Forest Drapery Hardware

Age: 33 Window Treatment Designer Brave Maggie Designs

Age: 39 Window Treatment Specialist One Stop Decorating Taina Navarro

Age: 37 COO Blindster.com

NOVEMBER + DECEMBER 2026 | wf-vision.com

Age: 37 President Patriot Blinds & More

Age: 32 Project Coordinator/Installer Excell In Design

Age: 38 Co-owner Windows Dressed Up

Age: 37 Owner/CEO AAA Blind & Shutter Factory

Age: 32 Administration and Customer Service Specialized Shading Systems

Age: 32 Owner Heritage Window Treatments

Trung Pham

Marie Rooney-Hardwick

Kaela Salaz

Nohelia Sene

Jennifer Slaﬀ

Andrew Stephenson

Cydnie Stephenson

Ram Prakash Subramanian

Michael Van Calcar Jr.

Ashley Walsh

Dan White

Han Zhang

Age: 39 CEO and Chief Inventor RYSE

Age: 36 COO Cindy’s Window Fashions

Age: 35 Design Manager Calico

Age: 35 Owner/Manager Simply Shading LLC

Age: 38 Vice President Sales, NYC LVC Interiors Inc.

Age: 36 President Coeur Window Coverings

Age: 39 Marketing Director Fabritec Designs

Age: 39 Account Executive Kristine Window Treatments

Age: 35 Owner/Manager Simply Shading LLC

Age: 32 Quality Manager Mecho

Age: 39 Director of Client Experience and Sales Support Boca Bargoons Fabrics

Age: 30 CEO Worldwide Window Fashions

GROW YOUR BUSINESS. BECOME A PARTNER.

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GREAT PRICING Always oﬀering excellent prices at unbeatable Quality and Service.

MOTORIZATION EXPERT SUPPORT We oﬀer Motor Programming and troubleshooting phone support.

WWW.ORTEGAINDUSTRIES.COM

Your Work Deserves the Spotlight. Spotlight. From inspired design to exceptional craftsmanship, let your best work shine. Enter you standout window treatment projects for the industry recognition. ENTER THE AWARDS

Submit by November 29, 2026

WWW.GRACE-AWARDS.COM

Designer Rachael Harvey, Refunish

Celebrate with us!

Aw a r d s c e r e m o n y t i c k e t s a r e o n s a l e n o w. R e s e r v e y o u r s e a t a t w w w. i w c e - v i s i o n . c o m

MEET THE THREE TOP HONOREES OF THE 2026 GRACE AWARDS

Behind every award-winning project are countless decisions, creative challenges and carefully executed details. From the initial design concept to the final stitch and installation, exceptional window treatments are the result of both artistic vision and technical know-how. The Grace Awards recognize the professionals who bring those elements together, often finding inventive solutions along the way. This year’s top honors go to three women whose work showcases different sides of the industry. Amy Hunley of The Drapery Room receives the Design Award of Excellence, while Irina Otto of IRICHKA earns the Artisan Award of Excellence. Lindsey Putzier of Lindsey Putzier Design Studio rounds out the honorees with Window Fashion VISION’s Pick of the Year.

NOVEMBER + DECEMBER 2026 | wf-vision.com

PHOTOGRAPHY BY LAUREN CHAMBERS

A CUT Above

DESIGNER of the year Amy Hunley

PHOTOGRAPHY BY LAUREN CHAMBERS

Founder, The Drapery Room Design Award of Excellence The Design Award of Excellence honors an outstanding design professional whose work reﬂects remarkable creativity, craftsmanship and innovation in custom window treatments. This award recognizes a designer who brings vision, artistry and attention to detail to each project while elevating the standards of the industry. About the Designer Amy Hunley is an Atlanta-based designer and the founder of The Drapery Room, a custom drapery and soft treatments workroom known for refined design, exceptional craftsmanship and personalized service. Her career began with a personal passion for creating beautifully tailored window treatments, which quickly grew into a successful turnkey drapery program for designers and homeowners throughout the Southeast. After co-founding Drape98 in 2006 and helping establish a respected name in the industry, Amy expanded her vision in 2020 with The Drapery Room in Marietta, Georgia. Today, she leads with a designer’s eye, deep construction knowledge and a commitment to quality, creating custom treatments for residential and commercial projects across the country. Amy is also an active supporter of the design community, partnering with leading designers, participating in showhouses and serving as an ASID Georgia Industry Partner and board member.

PHOTOGRAPHY BY RYAN GARVIN

Irina Otto

Owner, IRICHKA, Artisan Award of Excellence The Artisan Award of Excellence honors an extraordinary workroom professional whose skill, craftsmanship and technical expertise bring custom window treatment designs to life. This award recognizes an artisan who demonstrates outstanding precision, creativity and attention to detail while upholding the highest standards of quality in the industry. About the Artisan Born in Ukraine, Irina Otto’s experience as a fashion designer and instructor at the College of Design and Technology provided a strong foundation when she immigrated to the United States in 1998. One year later, she founded IRICHKA. Originally established as a custom gown and wedding dress design studio, IRICHKA has since evolved to specialize exclusively in custom designer window treatments. Irina brings the same refined attention to ornamentation, draping, design and detail to each window dressing that is essential to creating a beautiful bridal gown. Her extensive sewing experience allows her to take on a wide variety of custom projects with artistry and precision. IRICHKA works closely with clients to create window coverings that bring each space together and help make a house feel like a home.

NOVEMBER + DECEMBER 2026 | wf-vision.com

PHOTOGRAPHY BY ADRIANA MICHELLE PHOTOGRAPHY

ARTISAN of the year

WF VISION 2026 Pick Lindsey Putzier

PHOTOGRPAHY BY STEPHANIE PENICK

Lindsey Putzier Design Studio Window Fashion VISION Pick of the Year Window Fashion VISION’s Pick of the Year celebrates a standout project selected for its tremendous design impact, creativity and overall presentation. This award recognizes a project that captures the spirit of the industry through inspired window treatment design, thoughtful execution and a memorable ﬁnished space. About the Designer Lindsey Putzier is an award-winning interior designer based in Hudson, Ohio, known for creating highly personalized, timeless interiors. With expertise in luxury design details, custom furniture, window treatments and antiques, Lindsey brings a thoughtful, inquisitive approach to every project, ensuring each home reflects the people who live there. A graduate with honors from the University of Virginia’s McIntire School of Commerce, Lindsey also studied interior design at the New York Institute of Art & Design and is a Certified True Color Expert. Her global perspective, including time spent living in Paris, informs her chic, layered aesthetic. While she stays current on design trends, Lindsey believes personal style always comes first, creating upscale, eclectic spaces that feel original, refined and uniquely you.

Shades that work as hard as you do.

Uplifting commercial window treatments inprowt.com IDEAL FOR | Commercial

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6/9/26 9:40 PM

FULL FRAME Transformations

The Human Touch in Sales Technology can make the sales process more efficient, but personal connection is what makes it memorable BY KATHY CRAGG PACE

Recently, I was reading a Future Snoops trend report about emerging home and lifestyle trends when one theme immediately caught my attention. It described a growing desire for experiences that feel more intentional, restorative and deeply human. As our lives become increasingly shaped by technology, automation and the relentless pursuit of efficiency, people are placing a higher value on experiences that feel personal, thoughtful and real. As I read, one connection became clear: The same cultural forces influencing how people want to live are influencing how they want to buy. The people who invite you into their homes don’t become different people because the conversation shifts to design. They bring the same hopes, concerns and expectations into the buying experience that they bring into every other part of their lives. They want to feel comfortable. They want to feel understood. Most of all, they want to feel confident they’re making the right decision.

NOVEMBER + DECEMBER 2026 | wf-vision.com

The Human Touch Isn’t a Trend, It’s a Response For years, we’ve celebrated efficiency. Faster communication. Faster proposals. Technology has made many aspects of business better. But while our businesses have become more efficient, our clients haven’t become less human. Genuine human experiences have become more valuable because they’re becoming harder to find. The hospitality industry has understood this for years. People don’t simply remember the hotel room or the meal. They remember how they were treated. The experience becomes part of the value. The same shift is taking place in design sales. The Buying Experience Has Changed We hear a great deal about customer experience today, and rightly so. Every interaction contributes to that experience, from the first phone call to the final installation. But there’s one part of that journey that deserves far more attention: the buying experience itself.

I’m talking about the experience you intentionally create while helping someone make one of the most personal decisions they’ll make for their home. Traditional sales training taught us how to move a sale forward. We learned how to present products, answer objections, communicate value and ask for the order. Today’s clients are evaluating something much deeper than product knowledge or polished presentations. They’re evaluating what it feels like to work with you. Maya Angelou famously wrote, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Clients may not remember every product detail you reviewed or every fabric sample you shared, but they do remember how they felt while making the decision. • • •

Did they feel heard? Did they feel comfortable enough to ask the question they were almost embarrassed to ask? Did they leave the conversation feeling more confident than when it began?

Those moments shape the buying experience. Increasingly, they influence who clients choose. The Experience Has Become the Differentiator

“

Human touch isn’t a sales technique. It’s much more powerful than that. It’s the experience clients carry with them long after you’ve left their home.”

Technology continues to improve. Information has never been easier to access, and comparing products, companies and prices has never been simpler. What has changed is where meaningful differentiation is found. Increasingly, it lives in the buying experience. Not in the sense of adding more steps or creating a more elaborate process, but in becoming intentional about how clients experience working with us. Human touch isn’t about slowing down for the sake of slowing down. It’s about giving people the space to feel understood before asking them to make an important decision. It’s about replacing transactional conversations with collaborative ones. It’s about recognizing that confidence grows when people feel seen, heard and respected.

If I were sketching this idea on the back of a napkin, it would look like this: The Next Transformation The buying experience doesn’t become intentional by accident. Left on its own, it becomes a collection of habits we’ve picked up over the years. Some still serve us well. Others belong to a marketplace that has changed. Today’s clients are looking for more than information; they’re looking for guidance. They’re looking for confidence and an experience that feels as thoughtful as the home they’re creating. For years, our industry has focused on creating beautiful, functional, comfortable homes. Today’s opportunity is to bring that same level of intention to the buying experience itself. Clients don’t separate the buying experience from what they’re buying. Neither should we. Every home transformation begins long before the measurements are taken, the order is placed or the installation is complete. It begins the moment a client invites us into their home and starts imagining what’s possible. The buying experience isn’t simply the path to the finished project. It becomes part of the value itself. In a marketplace where products are increasingly easy to compare, human touch is no longer simply a nice way to do business. It’s the transformation that turns a sales conversation into a buying experience clients remember—and one they say Yes to. V

Kathy Cragg Pace has owned award-winning design and home building businesses, directed nationwide sales teams and influenced over $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 create real momentum. Her coaching and 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 generously shares tools and training like The V.A.L.U.E. Path to Yes at » KathyPace.com

FULL FRAME Wellness

The Standards You Keep What you tolerate says more about your leadership than the values you proclaim BY ELSE JOHNSON

Every business owner I’ve met in our industry takes pride in creating custom window treatments and providing excellent customer service. We talk about quality, craftsmanship, attention to detail and taking care of our clients.

I was ordering draperies for my home. The company was helpful from the beginning. They sent samples, offered suggestions and when I couldn’t quite find the right fit, they readily provided other options.

I truly believe we mean it. But there can be a gap between the values we believe in and the standards we actually live by.

I chose a fabric from the samples they provided and placed the order. But when the draperies arrived, the fabric was wrong. It turned out my sample was marked incorrectly. To their credit, the company immediately took responsibility. They apologized, sent new samples and remade the order.

I was recently reminded of that when I found myself on the other side of the window covering business as the customer.

NOVEMBER + DECEMBER 2026 | wf-vision.com

Then, the replacement arrived. Only half the draperies were in the shipment.

Another phone call. Another apology. Another correction. A process promised to take about two weeks stretched to over two months. Here’s what made the experience interesting: I still like the company. They were friendly and responsive. I like the finished product. They never argued or made excuses. If you asked whether they treated me well, I would say yes. And yet, I would hesitate before recommending them. Not because they didn’t care, but because it took too much effort to be their customer. After more than 20 years of owning a window covering business myself, I understand that mistakes happen. What stayed with me was the repeated mistakes. As a former owner, it made me wonder: What do we become so accustomed to in our own businesses that we no longer notice it?

What We Say Matters—and What We Accept

Our industry talks a lot about creating a high-end experience. We pride ourselves on craftsmanship, attention to detail and custom solutions. Many companies make promises about exceptional service, outstanding quality and treating every customer with care. Those statements usually reflect values the owner genuinely believes in. But our commitment to our values isn’t demonstrated when everything is running smoothly. It’s revealed by the standards we maintain when we are challenged. We value quality, but what happens when the schedule is packed and an installation really shouldn’t be squeezed in? We value our team, but do we address a high-performing employee who consistently creates tension for everyone else? We value family, yet another busy season finds us answering client texts through dinner. One exception doesn’t define our leadership. But repeated often enough, what once felt unacceptable starts feeling normal. What you repeatedly tolerate quietly becomes your standard. That is where self-leadership is revealed.

High Standards Start with the Leader

We often think of luxury as something the customer sees: premium fabrics, beautiful hardware, motorization, meticulous fabrication and flawless installation. But luxury is a standard before it is a product. We wouldn’t knowingly accept crooked hems, mismatched patterns or a shade that doesn’t operate properly simply because fixing it is inconvenient. We hold our products to a

consistent standard. The question is: do we hold our leadership to one too? Maintaining those standards when doing so is uncomfortable—that’s leadership. Owning a mistake matters. The company I dealt with did that well. But leadership also requires the willingness to notice patterns rather than simply deal with each incident as it appears. The danger isn’t one compromise. It’s becoming so accustomed to the compromise that we stop seeing it.

Start 2027 Stronger

As this year winds down, you’ll probably look at revenue, margins, sales, remakes and other familiar measures. Those numbers matter. But before you start setting goals for next year, consider another kind of review. Look for the patterns you’ve accepted. Where did you make exceptions that quietly became habits? What are you tolerating today that you would have considered unacceptable a year or two ago? And perhaps most importantly: What standard are you willing to protect next year, even when protecting it is inconvenient? That last question matters because values without aligned action are simply intentions. The company I purchased from didn’t lose my trust because they made mistakes. In fact, their willingness to take responsibility preserved much of it. But the experience reminded me that good intentions and friendly service can only carry a business so far. Eventually, what we tolerate becomes part of our culture and what our customers, employees—and we ourselves— experience. As you enter the new year, don’t just decide what you want your business to achieve. Decide what you are no longer willing to normalize. Because luxury isn’t only reflected in the products you sell or the values you proclaim. Luxury is revealed by what you tolerate. V

Else Johnson is a mindset strategist and the 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

Orion is Your One-Stop Resource for MANUAL & MOTORIZED DRAPERY

From manual traverse systems to motorization at every level, Orion has drapery solutions for every style, whether traditional, eclectic, or modern. Our Somfy traversing systems pair Somfy motors with Orion’s luxury hardware. Choose the budget-friendly Movelite 35, the Glydea 35e, or the gold-standard Glydea 60e. NEW: our exclusive SmartGlid™ motor, priced 20% below most entry-level motors.

We’re in the Know When It Comes to Traversing Choose single or double tracks for ripplefold or pleated headings in 5 powder-coated finishes: white, antique bronze, silver, gold, and black. Order with or without rings, plus any of our finials and coordinating glides. Bays, bows, or corners? We bend tracks and fascias. We also offer custom traversing for Lutron and BTX tracks.

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FLAIR Product Focus

SPOTLIGHT ON: ROMAN SHADES The Look: Tailored fabric shades that fold into soft, structured pleats when raised, combining the elegance of drapery with the clean lines of a shade. What It’s Made Of: Decorative textiles, including linen, cotton, silk, wool blends and performance fabrics, paired with lining materials, lift systems and optional decorative trim or embellishments. The Backstory: Rooted in centuries-old fabric window coverings, roman shades have evolved from simple, functional designs into a versatile staple of custom interiors. Today’s options range from crisp, flat folds to relaxed silhouettes, with innovations in cordless and motorized systems expanding their appeal.

PHOTOS COURTESY TWOPAGES CURTAINS

What Sets It Apart: Unlike roller or cellular shades, roman shades put fabric front and center, offering endless opportunities for customization. Fold styles, fabric patterns, linings, trims and

decorative details allow designers to create everything from understated elegance to a bold focal point. Where It Shines: Kitchens, breakfast nooks, bedrooms, bathrooms, home offices and smaller windows where full-length drapery may not be practical. The Eco Angle: Insulating linings and thoughtfully selected fabrics can help reduce heat transfer and improve energy efficiency. Natural fibers and sustainably produced textiles offer additional options for environmentally conscious design. Why It’s Everywhere: As homeowners embrace layered textures, tailored details and personalized interiors, roman shades offer a balance of softness, functionality and versatility. Their ability to complement nearly any design style makes them a perennial favorite.

NOVEMBER + DECEMBER 2026 | wf-vision.com

Whose Budget Is It Anyway? BY OLIVER SCHREIBER

One of the easiest mistakes to make in sales has nothing to do with product knowledge, closing techniques or overcoming objections. It happens before the customer ever tells us no. We tell ourselves no for them. You’re sitting in a beautiful home discussing window treatments. The client needs shades for 15 windows. They like premium fabrics. They’re interested in motorization. Maybe they want room-darkening shades in the bedrooms and something more decorative in the main living areas. As you start putting the package together, you do some quick math in your head. Wow. This is getting expensive. So, you start backing up. “We can always just do these five windows now and come back to the others later.” There’s only one problem … The customer hasn’t complained about the price. You have. You’re selling from your own wallet. Your definition of expensive doesn’t matter. What feels expensive to one person may feel completely reasonable to someone else. A $1,500 motorized shade might sound outrageous to one homeowner and like an incredible convenience to another. Neither customer is right or wrong. The mistake is assuming we know which customer is sitting in front of us. This is especially important in custom window treatments because there can be an enormous difference between the least expensive solution and the best solution. A customer might be perfectly happy with a basic faux wood blind. Another may want a beautiful plantation shutter. Our job isn’t to decide what

NOVEMBER + DECEMBER 2026 | wf-vision.com

they should spend. Our job is to help them determine what solution best accomplishes what they told us they want. Start with the best solution. Let’s say a customer has eight large windows in their family room. During discovery, they tell you they want a clean, modern look. They also mention that the afternoon sun is brutal and that they frequently adjust their current blinds throughout the day. Everything they’re telling you points toward a motorized shade. But motorization adds substantially to the price. What do you do? Present it. Then, show them. Let them experience it. And then give them the price. If they love the solution but don’t love the investment, now you can discuss alternatives. Maybe we motorize only the family room. Maybe we use manual shades in bedrooms. But there’s an important difference: The customer is making those decisions, not you. Salespeople sometimes communicate that something is expensive without realizing they’re doing it. They hesitate. Their voice changes. “The total investment is $14,800 … but remember, that’s for all 17 windows, installation is included, and these are completely custom, and I might be able to see if…” Stop. If you sound uncomfortable with your own price, how do you expect the customer to be comfortable with it? Present the price clearly and confidently. Then, be quiet. Give the customer a chance to process it. Often times the response you’re bracing yourself for never comes. I’ve seen salespeople talk

themselves out of sales the customer was perfectly prepared to make. Many customers want the premium option but look to you for reassurance that it’s worth it. If they ask, “Do you really think motorization is worth the extra money?” don’t automatically say, “You don’t need it.” Remind them what they told you: “You certainly don’t need it. But you said convenience is important, these windows are difficult to reach and you plan on staying in this house for a long time. Based on that, yes, I think you’ll be glad you did it.” That’s not upselling. That’s selling the right solution. There’s a difference between respecting someone’s budget and inventing one for them. Ask questions, understand their priorities and recommend what fits. If the price is too high, they’ll tell you. Then you can discuss alternatives. Don’t downgrade the solution before they’ve considered it. Sometimes the biggest price objection in the room doesn’t come from the customer. It comes from the salesperson’s own wallet. Stop doing this and you may find another check mark 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 the International Window Coverings Expo, 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

Somfy motorization brings flexible control to draperies and shades, helping create more comfortable, energy-efficient environments across every space.

Discover more about motorized draperies on somfysystems.com

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Window Fashion VISION November/December 2026 Digital Issue