Sam Blair, Kathy Cragg Pace, Devin Frey, Jenna Gaidusek, Cheryl Luckett, John MacKenzie, Oliver Schreiber, Ronica VanGelder
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Curtain Call
It is with a full heart that I am sharing the news of my retirement. Closing this chapter in my life, I find myself both wistful and deeply grateful for the journey, the milestones and mostly the people who have made it so rewarding.
When I took over this magazine in 1986, this industry was fragmented, disorganized and a touch unsophisticated—it was a bit like the Wild, Wild West! Over the years, I’ve watched it grow into an industrious, innovative group of companies and individuals that make a difference in people’s homes and lives. We went from the red-headed stepchild of the home furnishings world to a vital service, providing not just shade but aesthetics, energy savings, safety and comfort. I am proud of being part of that journey. Window Fashion VISION magazine and the International Window Coverings Expo are a reflection of what you, the window covering industry, have become: a sophisticated, modern entity poised to bring technology and motorization to every window.
I wish you all the best. This industry has nowhere to go but up, and I’ll be cheering you on from the sidelines. With my daughter, Ania Munzer, joining you on the next adventure, I know you’ll be in the best of hands.
Serving this industry has been an honor and a privilege. Thank you for the incredible ride—I had a blast.
Grace McNamara out the door Publisher Window Fashion VISION
‘THE GRACIE’
INGREDIENTS
1 oz gin or vodka
½ oz St-Germain liqueur
2 oz grapefruit juice
Splash of sparkly – champagne, prosecco or cava
INSTRUCTIONS
1. Put ice in a shaker, add the ingredients except for the bubbly. Shake vigorously.
2. Pour into a coupe glass and add a splash of sparkly on top and maybe a citrus twist!
Safer by Design
One year after the WCMA’s landmark safety standard took effect, the window covering industry has largely shifted to cordless and motorized products, reshaping how manufacturers design and sell their offerings.
Next year’s interiors lean into personality with statement-making shapes, storied pieces and a touch of drama in every corner.
Cragg Pace
Manor Elegance
Set amid the horse country of Keswick, Virginia, this historic manor farm looks out to the Blue Ridge Mountains and more than 200 acres of rolling pasture. Built in 1776 and thoughtfully restored, the residence blends Old World character with modern refinement. At its heart is the bar room, with views of both the front and back of the property and easy access to a patio for entertaining.
The clients, passionate about rich colors and exquisite fabrics, wanted window treatments that would celebrate the craftsmanship of the room while enhancing its large bar and curated furnishings. Designer Jake Milton of Adam Elliott Interiors chose Jane Churchill’s Pandora embroidered fabric to set the tone. Fabrication by Sharon Gizzi of Styles by Sharon, the 2025 Grace Award Artisan of the Year, brought the vision to life with custom draperies and a relaxed roman shade designed to highlight the architecture of the room.
Creating the treatments required thoughtful problem-solving. The right drapery panel needed a precise stair-step hem, measured and cut to follow the rise of the staircase with accuracy. At the window, the trim extended to the ceiling and measured nearly two inches deep, calling for a carefully engineered outside-mount roman shade with a curved self-valance that concealed the operating system and echoed the shade’s soft folds. Drapery hardware from The Finial Company and a Forest Drapery Hardware continuous loop system provided smooth operation, while lining and interlining from Angel’s Distributing gave the treatments body and finish.
With every detail carefully tailored, the bar room strikes a balance of history, elegance and comfort. It is a setting made for gathering with friends, sipping cocktails and enjoying the sweeping views of the mountain range.
Designer: Jake Milton of Adam Elliott Interiors Photography: Craig Hutson Photography Fabricator: Sharon Gizzi of Styles by Sharon
& Noteworthy
NEW AND NOTEWORTHY
Turn Over a New Leaf
Bring a fresh layer of warmth to your decor with Phillips Collection’s leaf bowl. Handcrafted from teak, no two are exactly alike, with each piece showcasing the wood’s unique hues and organic textures. Its sculptural lines nod to nature’s timeless beauty, while the rustic charm makes it versatile enough for a dining table, console or coffee table.
PhillipsCollection.com
Glow Anywhere
Fritz Hansen introduces Solae, a portable lamp by Danish designer Cecilie Manz that blends sculptural form with everyday function. Its architectural silhouette pairs an oval base with a circular disc top, creating a striking yet intuitive design that’s easy to reposition. Solae delivers powerful, glare-free illumination when needed or shifts to a warm, atmospheric glow for more intimate moments. Suitable indoors or out, it shapes the mood wherever it goes.
FritzHansen.com
A Garden of Possibilities
The Mural Source by Paul Montgomery adds whimsy to Michelle Nussbaumer’s Wanderlust series with Villa Ephrussi Garden, a new wallcovering that brings maximalist style to the walls. Originally created for Flower magazine’s 2022 Atlanta Showhouse, it blooms with vintage geometrics and kaleidoscopic florals in a quilt-like patchwork. Each component element can be resized or rearranged, allowing designers to create a one-of-a-kind composition tailored to any space. TheMuralSource.com
& Noteworthy
Room to Breathe
Thibaut introduces Yutori, a debut collection of wallcoverings and fabrics inspired by the Japanese word for spaciousness. The designs celebrate perfect imperfection with horizontal abstracts, curved lines and rich dark tones accented by metallics. Traditional patterns like patchwork, shibori and ikat are reimagined with natural materials such as water lily pads, cork, raffia and metal leaf, creating a tactile, organic feel that grounds interiors in natural beauty.
ThibautDesign.com
Shades Your Way
The all-new Automate Center Mount Top Down Bottom Up Dual Motor brings quiet performance and a compact profile to the window. Engineered for independent control of both the top and bottom rails, it lets you fine-tune light, privacy and viewthrough with endless flexibility. The 1.2 Nm motor packs impressive power into a streamlined design that simplifies installation. Flexible power options, including internal battery compatibility, provide a clean finish that blends seamlessly into any setting. AutomateShades.com
All in the Details
San Diego-based brand The Details proves that the smallest touch can make the biggest impact. The company introduces four new collections of handcrafted cabinet hardware, all made in small batches from recycled brass and offered in three finishes. The lineup includes Avalon with vintage flair, Beacon with a sleek postmodern pill shape, Descanso with a playful wave design and Vallon with a geometric Brutalist edge. TheDetailsHome.com
Safety at the Center
Why workrooms that prioritize child and pet safety build stronger brands, better products and lasting client trust
BY RONICA VANGELDER
In the world of custom window treatments, craftsmanship, beauty and innovation are central to every project. But there’s one element that must come before all else: safety. For workrooms committed to excellence, child and pet safety standards are not optional. They are the starting point for every shade, drape or treatment that leaves your workroom.
Choosing to comply with safety standards and refusing to offer anything less is not just a responsible business move; it’s the right thing to do. Over time, that integrity becomes your brand.
Safety Is More Than a Selling Point,
It’s a
Brand Differentiator
Today’s clients are more informed than ever. Parents, grandparents and even pet owners are proactively asking about safety. And they’re not looking for vague reassurances—they want expertise.
This is where being a safety standards expert gives your workroom a competitive edge. You’re able to confidently address:
1. Why safety matters in homes
2. Which product types meet current guidelines
3 How to avoid common risks, including pet entanglement or crib hazards
4. What to recommend for nurseries and family spaces beyond just the windows
When you bring that level of awareness to your sales process and fabrication standards, your business becomes a trusted resource, not just a vendor.
Why ‘Only Compliant Products’ Should Be the Policy
Rather than waiting for a client to ask for a “child-safe" or “cordless” solution, forward-thinking workrooms have taken the next step: they no longer offer any products that fall outside current safety standards.
That means eliminating dangling or exposed cords, outdated lift systems, and any exceptions made for style or nostalgia. It also means no more “at your own risk” disclaimers.
This policy is about alignment. When your business values reflect your clients’ priorities such as safety, care and modern professionalism, you send a clear message: We take this seriously so you don’t have to worry.
Balancing Style and Safety: Romans, Rollers, Wovens & More
Certain styles, like roman shades, require special attention when it comes to safety. Traditional versions with exposed cords are no longer considered acceptable. But that doesn’t mean sacrificing style. Modern lift systems, rear-cord controls and cordless roman designs make it easy to keep the look without the risk.
Similarly, roller and solar shades, woven wood shades and cellular shades all offer beautiful cordless or motorized options that eliminate safety concerns for both children and pets.
By specializing in these upgrades, your workroom can confidently recommend:
1. Cordless blackout options ideal for nurseries
2. Rear-lift or concealed cord systems for designer looks with safety built in
3. Motorized lifts that remove cords entirely and add luxury appeal
4. Pet-safe solutions for clients with animals prone to playing or chewing
Safety in the Nursery: Beyond the Window
Many clients building or updating nurseries are thinking beyond the drapes. They’re concerned about the whole environment, from what’s in the crib to what’s hanging overhead. This is where your safety expertise becomes a powerful consulting tool.
You can position your recommendations around:
1. Cordless or motorized window coverings to prevent entanglement
2. Secure valances or cornices that are out of the baby’s reach
3. Fabric choices that avoid unnecessary allergens or choking hazards
4. Reinforcing general nursery safety: “Nothing in the crib except the baby”
When your workroom understands these concerns and proactively addresses them, you ease a parent’s mind.
Pet Safety = Expanded Market
Just like nurseries, pet-friendly homes deserve thoughtful, risk-aware design. Most homeowners see pets as family and want to take similar precautions. Long cords are a known hazard for animals that may get tangled, chew or pull on them.
By addressing pet safety in your recommendations and marketing—such as cordless or motorized shades, tensioned options for high-traffic areas and automated systems for daily light control—you expand your reach
and show that you understand your clients’ full lifestyle, not just their decor.
Communicate Clearly with Installers
Your commitment to safety doesn’t end at fabrication. It must extend to installation. Cord loop shades, for example, are only compliant when installed with tension devices. It’s not enough to supply the right hardware; the responsibility is to ensure that installers understand these devices must be secured and functional, not left in a parts bag, and never left up to the homeowner to decide.
A simple checklist or communication protocol can help:
1. Ensure installers are briefed on the safety intent of every project
2. Follow up with photos or site checks when needed
3. Educate your team never to skip safety devices, no matter how tight the timeline
These small steps protect not just the client but your reputation as a professional.
Why Safety and Profitability Can (and Should) Coexist
Child and pet safety is not a profit strategy. It’s a professional responsibility. However, when your workroom becomes recognized for producing safe, compliant and thoughtful work, your business benefits. Here’s how:
1. Higher client confidence means smoother sales conversations
2. Fewer callbacks and rework due to noncompliant hardware or mechanisms
3. Stronger referrals from designers and contractors who value integrity
4. Opportunities to offer premium upgrades like motorization
Safety Is a Reputation Builder
The workrooms that succeed long-term are the ones that do more than follow trends—they lead with integrity. Child and pet safety isn’t a limitation; it’s a lens for innovation and connection.
By being an expert, offering only compliant solutions and serving families with care, you grow your business the right way with purpose, trust and profitability hand in hand. Safety isn’t a sideline issue; it’s the heart of what makes our work meaningful, responsible and worth remembering. V
Ronica VanGelder of Ronica’s Custom Creations is a dedicated and award-winning window treatment expert, passionate about transforming houses into warm, inviting homes. She specializes in helping new homeowners elevate their spaces by dressing naked or outdated windows—because, let’s face it, windows without treatments are like outfits without accessories! Through personalized in-home consultations and style assessments, Ronica collaborates closely with her clients to select the perfect window treatments. From the initial design to the final installation, she oversees every detail to ensure a seamless and satisfying experience.
From Review to Results
A sharper Q3 assessment can fuel smarter decisions, stronger strategies and a powerful close to 2025
BY SAM BLAIR
As September marks the close of the third fiscal quarter, it’s not enough to simply look back. Every insight gathered so far should fuel a plan of action that builds momentum for a strong year-end finish. In this industry, success comes from staying ahead of the curve and proactively refining your strategies versus being reactive and missing the boat. Here’s seven ways to run a Q3 review and turn it into real Q4 wins.
1. Start With the Right Questions and Get Real Answers
Surface numbers rarely tell the full story. Go beyond top-line metrics and dig into the details: review sales reports, job costing on completed work, bid logs and win-loss ratios. Then, sit down with your team to uncover what’s really happening on the ground. What strategies are working? Where are the roadblocks? Were your sales efforts focused on the right clients or did too much time go to accounts that fizzled? Did your pricing hold up against the competition? Write everything down, pull the data together and insist on clarity. Real answers, not false signals, lay the groundwork for meaningful action.
Go-to sources for insight:
• Export CRM and accounting reports by product, region/territory and rep.
• Cross-check bid logs for stuck or lost deals to spot patterns by client type, project scope or dollar amount.
• Meet one-on-one with top reps to confirm what’s driving wins and what’s not.
2. Analyze What’s Truly Driving Sales
Start by listing your top 10 revenue-generating projects and accounts, then look for the common threads. Identify at least five traits these clients or projects share. Which reps closed the deals? Which activities led directly to wins—cold calls, lunch-and-learns, trade shows, referrals? Rank them. For every sales effort, ask yourself: Did this create real revenue or just keep us busy?
Put into action:
• Build a simple table that tracks activities, leads generated, closes and total revenue.
• Cut back on activities with low ROI and double down on the ones delivering results.
• Prioritize the efforts with the biggest returns and rank your time allocation accordingly.
3. Build a Tactical Q4 Plan
Turn your notes into a clear punch list. For each key account, schedule calls, site visits and joint presentations. For promising leads, map out who needs to sign off, what obstacles remain and how to remove them. Tighten follow-up by tracking every touchpoint to create real action and accountability.
Put into action:
• Build your list from the data you gathered and break it into a weekly call plan focused on top accounts and projects.
• Set calendar reminders for every follow-up or use your CRM program if it integrates with your calendar.
4. Reallocate Effort Where It Matters Most
Focus your energy on the partners and activities delivering the biggest returns. If one rep drove half of your Q3 revenue, book a strategy session with them now. If a GC or architect is actively specifying your product, support them with updated samples, spec sheets and design calls. Cut out channels that show no return. At this point in the year, every action should directly contribute to revenue generation.
Put into action:
• Create a top 10 list and commit 80 percent of your Q4 effort there.
• Build a “next 20” list and devote the remaining 20 percent of effort.
• Keep both lists live: As soon as one opportunity closes or falls off, replace it with another.
5. Prime Your Pipeline and Close Deals Faster
Too many deals stall at the finish line. Build a “fast-track” list and clear the hurdles: finalize pricing, address objections and secure sign-offs. Sweeten the deal with perks like expedited production, limited-time discounts or bonus services. Create urgency by offering savings tied to a firm deadline—and stick to it. Remind clients that many manufacturers shut down between Christmas and New Year’s, which means the last chance for fabrication often falls before Thanksgiving.
Put into action:
• Pick up the phone instead of relying on email. Calls create opportunities for real conversations and quicker decisions.
• Remind clients that year-end lead times can delay installs into next year and stress the need to move now to hit holiday timelines.
6. Train and Motivate Your Team
Start Q4 with a team meeting that sets the tone. Celebrate recent wins, outline clear targets and roll out incentives. Let everyone know there will be weekly check-ins to maintain focus. Add contests to keep energy high, whether it’s prizes for closes, upsells or lightning-fast follow-up. Salespeople thrive on competition, so giving them multiple ways to win on top of the sale itself can be a powerful motivator.
Put into action:
• Keep the score visible. A leaderboard creates healthy competition and reinforces accountability.
7. Expand Visibility and Stay Top of Mind
Don’t disappear in Q4. Keep your presence strong by hosting webinars for designers and architects, sharing fresh project photos on social and emailing recent wins. Consistent visibility builds trust and creates urgency through social proof.
Put into action:
• Schedule one to two posts each week to keep your audience engaged.
• Record quick videos of installs to highlight real-time success and credibility.
Over the past 20 years, I’ve seen businesses either coast through Q4 or dominate it. The difference always comes down to focused effort and creating urgency to close deals now rather than letting them linger until after the holidays. Treat your Q3 review as a blueprint for momentum. Push hard, double down and fix what’s broken. The work you put in today sets the stage for next year’s success.
The biggest trap in Q4 is waiting. Make your plan, share it and execute. Keep follow-ups tight, calls short and decisions fast. Your Q3 insights only matter if they translate into action.
Use this playbook to close more projects, strengthen relationships and lock in revenue that carries you into the new year. Q4 is your final sprint, and the finish line is in sight. Don’t just cross it—win it! V
Since 2005, Sam Blair has combined his passion for business growth and window covering innovations to create impactful solutions. His comprehensive experience allows him to generate revenue and enhance team dynamics, all while focusing on mentoring in leadership and window covering advancements.
WHEN THINGS GO WRONG
Troubleshooting starts long before installation. With training, coordination and the right tools, you’ll be ready to fix issues fast.
BY JOHN MACKENZIE
In past issues, I’ve discussed a variety of motorization topics, including overviews of power types, wiring methods, control options, adding automation and more. In this issue, I thought I would cover one of the most important motorization skills you can have: troubleshooting.
If you sell motorized window treatments, it’s inevitable that you’ll eventually run into situations where things just don’t work. Being able to troubleshoot problems and having the ability to fix them is vitally important to your success. As with most technical things, success relies on proper preparation.
Step 1: Get Trained
Product training is the first and most important step in being able to properly install, program and troubleshoot motors. Nearly every shade and motor manufacturer offers training, and you should take advantage of it.
These are usually one- or two-day events held at the manufacturer’s facility. While sending multiple employees may seem costly, the investment will pay off. Installers and project managers are the top priorities for training, but even your sales team can benefit from a better understanding of motorization.
Depending on the range of products you offer, you may need to attend several different trainings, as motors vary between manufacturers.
Step 2: Plan and Coordinate
While technically not part of “troubleshooting,” having a solid plan before any wires are pulled can prevent many issues later.
As motorized systems become more advanced and smart home integration grows, you’ll likely need to coordinate with electricians, AV contractors and other trades. Unless you’re installing battery-powered shades, you’ll need help getting power to the right places.
To avoid future problems, provide clear documentation up front—cut sheets, wiring diagrams, wire types and gauges, and layout locations for switches and panels. If an AV contractor is involved, you’ll also need to share shade names, group addresses, intermediate stops and exact locations.
Establishing these relationships early benefits everyone. When you find reliable contractors who understand your systems, you can confidently refer each other to future clients.
“Being able to troubleshoot problems and having the ability to fix them is vitally important to your success.”
Step 3: Use the Right Tools
Once planning is complete and construction is underway, it’s time to test everything. That means having the right tools on hand. At minimum, you should have:
• Non-contact voltage tester: Confirms whether a wire is live. This tool is essential for both safety and basic diagnostics.
• Multimeter: Measures the exact voltage reaching the motor. While a voltage tester tells you if power is present, a multimeter tells you how much.
• Cable tester: Checks continuity and conductivity of wires. If you’re working with serial motors or PoE systems, an Ethernet tester ensures both ends of the cable are pinned correctly.
Best practice:
Test every wire for both power and data as it’s pulled and again before drywall goes up. Finding a bad wire later can be a costly and frustrating mistake.
Step 4: Troubleshoot with a Process
You’ve completed training, coordinated with the right trades, tested connections and installed all the shades. Everything worked—until the client calls with a problem. Time to troubleshoot.
Use a methodical approach to rule out each component:
1. Check the power
• For battery-powered motors, press the button on the motor head to see if it moves.
(Pro tip: Bring a spare charger.)
• For wired motors, use your voltage tester to confirm power is reaching the motor. If you’re using standard motors with external controls, remember that power only flows when a command is sent, so have someone press the switch while you test.
• For DC motors, use your multimeter to check for proper voltage. Low readings could mean long wire runs or small-gauge wires are causing voltage drop.
If there’s no power:
• Check the power panel to make sure it’s active and look for blown fuses.
• Test the wires with your cable tester to see if the panel is powered but the motor isn’t.
2. Check the controls
• Test switches and remotes to make sure they have power and aren’t just out of batteries.
• Bring backups to easily swap and rule them out.
3. Bypass automation (if used)
• If the system is integrated with home automation, your job is to prove the shades work independently.
Even if clients plan to control shades through apps or smart systems, you should:
• Install a manual switch at the power panel.
• Use it to confirm the motor system works without automation interference.
Step 5: Know When to Call for Backup
Even after following all these steps, some issues can’t be diagnosed in the field. That’s when it’s time to reach out to your manufacturer’s technical support team. They’ve seen it all and can often walk you through the next layer of testing.
Successful troubleshooting isn’t about guesswork. It’s about preparation, process and persistence. With the right tools, clear communication and a solid plan, you’ll be ready when things go wrong. V
John MacKenzie is the CEO and co-founder of Cronopower, a Colorado-based startup that has developed an intelligent charging system for rechargeable battery motors. He began as an installer nearly 20 years ago and went on to work in both the residential and commercial sides of the industry. His true passion lies in product design and innovation.
High Desert Views
How Jayson and Elizabeth Tuma built High Desert Blinds into a trusted name in Central Oregon’s window covering market
Jayson and Elizabeth Tuma didn’t step into window coverings by chance. It was a family connection that opened the door. When Jayson’s cousin encouraged him to explore the industry, the timing felt right. Both he and Elizabeth were ready to take their careers in a new direction, combining their experience in remodeling, design, management and sales into a business of their own. In 2022, they launched High Desert Blinds, setting out to become the premier window treatment company in their hometown region of Central Oregon.
The name was a natural fit. Having both grown up in the high desert, Jayson and Elizabeth wanted their company to carry the identity of the place they love. From the start, their goal was clear: to engage deeply with their community and deliver the best in product and service to one of the fastest-growing regions in the state.
“When you set out to make a trustworthy connection with a client, a referral typically follows.”
From the Ground Up
Starting a small business from scratch is never easy, but the Tumas leaned into the challenge. “God has blessed this little company with growth and expansion,” Jayson said. That steady climb has included hiring a full-time in-house installer and part-time support, expanding into outdoor shading and automation, and taking on projects so notable they’ve been featured in architectural magazines.
Growth has not been accidental. Strategic marketing has played a central role. From Google Ads and an interactive website to eye-catching business cards, social media campaigns and community involvement, High Desert Blinds has made its name known. The Tumas even include QR codes on their thank-you cards, directing clients straight to their Google review page. “Google reviews have been incredibly useful in reaching potential clients,” Jayson noted. Yet as important as digital marketing has become, the most valuable driver of business remains word of mouth. “When you set out to make a trustworthy connection with a client, a referral typically follows.”
Standing Apart in a Competitive Market
Central Oregon’s window covering market is competitive, with both independent businesses and large franchises in the mix. Rather than worrying about competition, the Tumas focus on what makes them different: personable communication, mobile consultations, attention to detail and an emphasis on relationships.
That difference has mattered, especially when it comes to pricing. “At times, we have been priced slightly above competition, but because the client simply liked who we were and felt comfortable with us, they chose us,” Jayson explained. “This is a testament to the fact that you must first value your business model and ethics before others will value your product, service and price.”
During consultations, they often pull up Instagram to show real photos and videos of their own projects, never stock photography. “We want you to see our work from the design consultation to the installation, and understand options that fit the current, local architectural trends,” Jayson said.
The Human Side of Business
For Jayson and Elizabeth, running High Desert Blinds is about more than delivering products. It is about building trust. “Window coverings can be a large investment and there is trust that needs to be built between us and our clients,” Jayson explained. “Oftentimes, we become friends with clients.” That emphasis on relationships is at the heart of their business model, turning one-time customers into long-term advocates.
The Tumas are also quick to credit their team. “Our team is the business,” Jayson said. Professionally trained and committed to staying current on trends and techniques, their installers deliver the final stage of the client experience with expertise and care. “The design consultation is crucial, and my wife and I team up to help our clients figure out the best route to take for their space, but the installation is the grand finale of the overall experience, and our installer carries the ball home with ease, expertise and great customer service.”
Looking to the Future
With a revenue goal of 30 percent growth by the end of 2025, High Desert Blinds is positioning itself for another chapter of expansion. Outdoor shading, awnings and automation are expected to play a big role in that growth. But for the Tumas, it is not just about numbers. “We love this gem of a business and are excited about the future growth of it,” Jayson said. “Hopefully, we will expand even further internally and externally—maybe beyond the borders of Oregon.”
Their philosophy for success is rooted in persistence, flexibility and integrity. “Pick up the phone. Be consistent, be persistent, be intentional and don’t be afraid to pivot,” Jayson advised. “Don’t ignore negative feedback—this is how you grow. Rebound quickly from perceived rejection and celebrate the wins and growth with generosity. If something doesn’t work out as you were hoping, make it right even if it costs you— you’re investing in word of mouth. Integrity wins in the long run.”
For Jayson and Elizabeth, those words are more than advice. They are the foundation of a company grounded in faith, fueled by community and guided by the belief that doing things the right way is always worth it. V
BUSINESS SNAPSHOT
Name: High Desert Blinds
Location: Central Oregon
Owners: Jayson and Elizabeth Tuma
Team Members: 3 full time, 1 part time
Year Founded: 2022
Number of Locations: 1
Client Mix: 80% residential, 20% commercial
Most Popular Products: Interior roller and solar shades, exterior solar shades
Website: HighDesertBlinds.com
Enduring Elegance
The new wave of performance fabrics combines designer style with everyday durability
BY DEVIN FREY
FABRIC CORNER
For decades, “performance fabric” invoked images of stiff, utilitarian textiles relegated to patio furniture and boat cushions. Absolutely practical in outdoor spaces but hardly the stuff of luxury interiors. Today, that perception has been completely turned inside out, and for good reason. Designers are embracing a new generation of performance fabrics so refined that they are just as likely to appear in a fashionable Manhattan penthouse as in a breezy beach bungalow.
This much-needed evolution has been nothing short of remarkable. Advances in textile engineering have made it possible to create fabrics that are both high-performing and exquisitely beautiful; plush velvets resistant to stains, airy linens that roll off spills and intricate weaves that can withstand years of sun without fading. These are textiles built for living but designed for dreaming.
Moving Beyond Outdoors
The earliest performance fabrics were true workhorses, celebrated for their UV resistance and water repellence but rarely their elegance. As technology advanced, manufacturers began experimenting with new fibers, weaving techniques and finishing processes, yielding textiles that no longer looked or felt “outdoors.” Brands like Sunbrella, Perennials and Crypton have led the charge, introducing collections that mimic the softness and drape of traditional luxury fabrics while maintaining durability and ease that made performance materials popular in the first place.
This shift has been a revelation for interior designers, particularly those working with clients who crave sophistication without the stress of “museum living.” “Performance fabrics’ durability is unmatched and, in most cases, you can’t even tell the difference from traditional fabrics,” said design consultant Tara Harmon of Window Treats Inc. in Red Bank, New Jersey.
Performance fabric from Momentum Textiles brings a perfect union of luxury and durability to this chic bridal suite.
Blending Fashion AND Function
Today’s performance textiles are UV resistant, washable and colorfast, making them ideal for sunlit spaces. Many are treated to resist stains, odors and moisture, a boon for homes with pets and children. Yet these practical benefits are now cloaked in sumptuous color palettes, artisanal textures and fashion-forward patterns that rival any traditional fabric house.
Designers have also leaned into their versatility. Performance velvets and bouclé now grace custom sofas, dining chairs and especially draperies. “Being in the design space for over 25 years, I have seen the full transformation,” said Ellee Nolan, a Window Treats Inc. design consultant. “In the beginning, the fabrics were stiff, crunchy and patterns were obnoxious. Today, I am seeing how performance fabrics are integrated throughout all spaces. I find myself turning to performance fabrics to offer my clients longevity with their custom designs. I love to tell my clients, ‘Draperies are the Bow on the Package.’”
Elevated Innovations
One of the most exciting developments has been the integration of performance properties directly into the fiber rather than relying solely on topical treatments. This means the protective qualities, UV resistance and stain repellent capabilities won’t wash away or diminish over time.
Sunbrella’s Color to the Core technology means the beauty you choose on Day 1 is the beauty you’ll enjoy for years to come. Sean Martin, vice president and general manager of window treatments at Sunbrella, said, “Designers should look for drapery that is intended to impress as well as engineered to perform. Through modern window treatments, you can achieve an elevated look that also offers light filtration, fade resistance and cleanability for long-lasting performance.”
A Lifestyle Upgrade
For clients, the appeal is simple: performance fabrics make beautiful spaces livable. The stress of accidental spills, muddy pawprints or sun exposure fades when the textiles themselves are designed to handle with grace.
For designers, these fabrics are not just a trend but a toolkit. A silk-like drapery panel in a sunroom? No problem. An ivory sectional in a busy family home? Absolutely. With performance fabrics, the impossible becomes possible and beautiful becomes practical.
As the lines between indoor and outdoor living blur—and as clients demand both elegance and comfort—performance fabrics are poised to become the standard rather than the exception in luxury design 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!
EDITOR’S PICK: Anthology by
Lori Weitzner
Lori Weitzner has built her career on textiles that balance artistry, sophistication and timeless appeal. Anthology carries that vision forward with a palette of rich earth tones and a hint of gemstone inspiration, paired with a tactile weave that adds both depth and texture to any room seeking that extra wow factor. Offered in three colorways—Moonstone, Silver Lining and Byzantine—it gives designers a refined, livable option that layers effortlessly into a range of interiors. With its rich palette and refined texture, Anthology is a fabric designed to bring lasting sophistication to any project.
WeitznerLimited.com
WIRED TO LEAD:
The Smart Motor That’s Redefining Window Automation
A First in the Industry
In today’s contract market, intelligent shading is no longer an afterthought—it’s part of the infrastructure. From energy-efficient office towers to modern hotels, hospitals, government buildings and multiunit residential complexes, building managers and project integrators are demanding shading systems that are not only reliable but also deeply integrated. And that’s exactly where the next generation of wired motors is making its mark.
Now available across the Americas through Coulisse, the CM-50-E-R for roller and roman shades and the CM-51-E for curtains are the first and only 24V DC wired motors to support Matter, Thread, RF 433MHz and Dry Contact protocols in a single motor. Designed for scale, performance and intelligent control, these motors are built to meet the demands of today’s large-scale construction and renovation projects.
Built for Smart Infrastructure
These motors don’t just operate blinds—they connect with the entire building. They’re natively compatible with leading building management systems and automation platforms, including Matter, KNX, Control4, Crestron, Savant and others. For developers, specifiers and system integrators, that means fewer complications on the back end and more seamless control across lighting, HVAC, security and shading.
There are no proprietary bridges required, no workarounds and no compatibility guesswork. Whether you’re installing hundreds of shades in a corporate campus or fitting out a luxury apartment development, this motor performs at the scale you need—with the integration reliability that commercial projects demand.
24V DC low-voltage wiring means safer, faster and more cost-effective installation. Installers can use longer cables without power loss and often skip conduit, cutting costs. Centralized power supplies support multiple shades, reducing wall clutter and simplifying maintenance—making it a practical solution for scalable shade control in commercial spaces.
“Our goal was to develop a motor that installers and integrators could trust on every level,” says Bas Klein Tuente, engineering manager at Coulisse. “It had to be easy to install, universally compatible and robust enough for complex automation ecosystems. This motor checks every box.”
Americas-Based, Project-Ready
With product available from stock in Miami and distribution support throughout the Americas, these motors offer not just technical leadership—but logistical simplicity. No long lead times. No fulfilment uncertainty. Just reliable, scalable motor systems that can be confidently specified for contract jobs and large-volume projects.
The CM-50-E-R and CM-51-E are engineered for clean integration into standard shade systems, with thoughtful details like pull control for on-site user interaction. Whether the setting is a hotel guestroom, medical facility, university lecture hall or executive conference space, the experience remains smooth and refined.
A Game Changer for Fabricators and Dealers
For fabricators, these motors offer a way to expand into commercial bids and BMS-integrated jobs without reinventing your assembly line. They’re compatible with your existing hardware and fabric systems and supported by the kind of engineering documentation and trade resources professionals rely on.
For dealers, this product opens the door to institutional buyers, architects and AV consultants looking for a shading solution that speaks their language. These are motors that don’t just raise blinds—they raise your offering into a higher class of project.
“The future of our industry lies in smart integration,” says Jop Vos, president of Coulisse Americas. “What we’re offering now is a motor that fits into the language of automation professionals, not just window covering specialists. That’s how we help our partners grow.”
Matter-Enabled and Future-Proof
Matter is increasingly becoming a key protocol in large-scale smart infrastructure projects. It ensures device interoperability and future compatibility— critical when buildings evolve over time. These motors are among the first 24V DC models to support Matter natively, alongside Thread, RF and dry contact control—all in one unit.
This isn’t just about offering another motor—it’s about preparing your clients for the future of intelligent buildings.
Now available from stock from Coulisse in Miami for distribution across the Americas.
7 Design Trends Emerging in 2026
Next year’s interior design trends turn up the volume with lush palettes and statement-making style
he leaves may just be starting to turn, but 2026 is already on design’s doorstep. The year ahead is brimming with personality, with curvy statement seating, lush color palettes and spaces that feel as alive as the people in them. Designers are moving away from paredback minimalism and leaning into interiors that celebrate comfort, drama and individuality.
Maximalism and the ‘Pretty Ugly’ Aesthetic
Maximalism isn’t just bold, it’s nostalgic. Boston-based interior designer Kim Macumber described it as “like rummaging through your grandma’s attic,” where every piece has a story, a history and a sense of delight. The 2026 version is less about clutter and more about curated abundance, with bold wallpapers, expressive rugs and layered prints that make a room feel collected over time.
Adding to that spirit of individuality is what House Beautiful has called the “Pretty Ugly” aesthetic, or jolie laide. This look embraces the imperfect and unconventional, spotlighting objects that may not be traditionally beautiful but carry presence, intrigue and unforgettable character.
Curves Ahead
Who said thin is in? Online interior design platform Decorilla called curvy, oversize “fat furniture” one of 2026’s boldest moves. Sofas and chairs go voluptuous, designed to envelop the body while also acting as statement sculptures.
Elevated Functionality
“Beauty and practicality go hand in hand,” said principal designer Jill Ballew of High Country Design. She predicted a rise in what she calls elevated functionality, designs that are stunning but also fit seamlessly into everyday life. Younger generations, she noted, are seeking shopping experiences that mirror Amazon’s speed and transparency even in luxury markets.
Sustainable Luxury
Sustainability has matured into something far more sophisticated than its early days. Ballew pointed to growing demand for recycled blends, organic textiles and ecofriendly dyes. “These sustainable options now have the same richness and quality we expect from luxury goods,” she said. Decorilla highlighted the rise of “slow luxury” where one-of-a-kind, traceable pieces bring indulgence and responsibility into the same conversation.
Nature, Amplified
Biophilia is growing up. Think beyond the potted Monstera or the once design darling, the fiddle leaf fig. In 2026, nature indoors means AI-powered gardens, vertical living walls and interiors that mimic the natural rhythms of daylight and sound. Decorilla predicted these enhancements will redefine wellness in the home.
Artisan Touch & Storytelling
Both Macumber and Ballew agreed that pieces with a story are moving to the forefront. Hand-painted walls, embroidered fabrics, heirloom furniture and locally designed textiles bring personality and provenance into interiors. “People want to feel connected to the things they bring into their homes,” Ballew said. Macumber added that traditional art and heirloom pieces bring a grounding character that feels both personal and timeless.
Trelliage Textures
From cane to lattice, trelliage is making its way back into interiors with a more refined architectural edge. Decorilla noted this cage-like pattern as one of 2026’s most tactile design details, showing up in cabinetry, furniture and screens V
Shades of What’s Ahead
2026 Colors of the Year So Far
Color is one of the fastest ways to set the mood in a space, and 2026 is shaping up to be a green year in every sense. Two major paint brands have already named their hues of the year, while global trend forecaster WGSN has announced its own forward-looking pick. Together, these colors hint at the moods and movements driving design in the year ahead.
Warm Eucalyptus by Valspar
Valspar’s pick is a vintage-inspired sage green with warm undertones. Described as grounded and serene, Warm Eucalyptus speaks to the comfort and nostalgia many homeowners crave. It’s designed for restorative spaces like bedrooms and living areas, creating a calm, familiar retreat.
Hidden Gem by Behr
Behr’s choice, Hidden Gem, is a smoky jade that blends deep blue and green. Versatile and dramatic, it works as a bold statement on cabinetry or a rich all-over wall color. Its moody complexity makes it a natural fit for both modern and traditional interiors.
Transformative Teal by WGSN + Coloro
Unlike the paint brand selections, this global trend forecast looks beyond interiors to fashion, beauty and product design.
Transformative Teal, a fluid mix of blue and aquatic green, reflects an Earth-first mindset and a call for resilience. It embodies calm, change and renewal while feeling fresh and forward-looking.
Bringing Smart Home Innovation to the Window
As smart homes become the norm, window treatments are shifting from decorative accents to essential tech features, offering automation, energy savings and seamless connectivity. TWOPAGES is leading this movement with a new line of motorized shades that combine designer style with voice control, cordless safety and everyday convenience.
Why Motorized Window Treatments Are Growing
The market is booming. Fortune Business Insights reports the global window covering market hit $14.36 billion in 2024 and will reach $20.85 billion by 2032, with North America driving over 35% of demand. Automated blinds and shades are expected to grow at 13.8% annually through 2032, according to Persistence Market Research. Smart homes aren’t a fad—they’re a fundamental lifestyle shift.
TWOPAGES is at the forefront, offering solutions that manage energy, light, privacy and ambience while elevating daily living.
Three Benefits of Motorized Shades
1. Smart Integration
The motorized curtain track works with a range of fabrics and can be controlled via apps or voice assistants like TUYA, Alexa and Google. It installs easily, runs smoothly and delivers convenience at a touch.
2. Light & Energy Control
Shades regulate sunlight to reduce glare, cut energy use and improve comfort. Automatic settings adjust with time of day or temperature to optimize insulation and natural light.
3. Privacy & Safety
Cordless by design, these shades are safer for children and pets. Scheduled automation can also simulate occupancy, adding security and peace of mind.
Spotlight: Motorized Roman Shade Cordless
A favorite among designers and influencers, this shade pairs timeless folds with a neutral palette for versatile elegance. Available in custom sizes and fabrics from light-filtering to blackout, it’s powered by a rechargeable motor lasting two to three months per charge. Remote and timer functions ensure hands-free control.
Expanding Smart Options
Beyond Roman shades, TWOPAGES offers motorized bamboo shades and drapery systems, all made-to-order for a tailored fit. From nurseries to home offices, each piece is designed to suit the way a space functions.
Quiet Comfort
TWOPAGES’ proprietary low-noise motors deliver whisperquiet operation without visible wires or hardware—ideal for bedrooms, media rooms and shared spaces.
Smart Living Without Compromise
By integrating automation into handcrafted treatments, TWOPAGES bridges style and technology. “Our clients aren’t just looking for something that looks good,” says Ray, founder of TWOPAGES. “They want products that make life easier, support sustainability and fit their lifestyle.”
With a dedicated trade program, online resources and U.S.based support, TWOPAGES makes it simple for designers and installers to deliver motorization with confidence.
ABOUT TWOPAGES
Founded in 2015, TWOPAGES is a U.S.-based brand specializing in custom window treatments that merge craftsmanship, technology and sustainability. Its vertically integrated facility ensures quality, customization and efficiency across every order. From Roman shades to automated panels, TWOPAGES is shaping the future of smart window treatments. Learn more at TWOPAGESCurtains.com
SAFER BY DESIGN
One year after the WCMA’s safety standard took effect, cordless and motorized window coverings are the new normal
When the Window Covering Manufacturers Association (WCMA) revised its ANSI/WCMA A100.1-2022 standard, the change was nothing short of historic. Effective June 1, 2024, the update required that nearly all window covering products sold in the U.S. be cordless or designed with inaccessible cords. It effectively eliminated the industry’s long reliance on the standard cord lock, restricting corded systems to limited custom products with tension devices or retractable systems.
The scope was massive. More than 98 percent of products sold would need to comply, giving manufacturers just 18 months to redesign, retool and retrain while also keeping dealers and consumers informed.
From Compliance to Innovation
One year in, the results are clear: Safety has moved from being a feature to being the foundation. Manufacturers not only met the standard but used it as a springboard for innovation.
At Coulisse, Managing Director Jop Vos described child safety as “a core design principle.” The company expanded cordless options like its Balanced Roller system and broadened motorized offerings under its Motionblinds
brand, with a cordless Balanced Roman on the way. TWOPAGES restructured its catalog around cordless and motorized operation, debuting a motorized roman shade that quickly became a bestseller. At Rollease Acmeda, Marketing Manager Teresa Sinapi pointed to the launch of Easy Spring Air, an advanced cordless spring system, alongside the Basics motor line, which makes automation more accessible.
The throughline is unmistakable: The standard accelerated an industry-wide shift toward cordless, motorized and smart solutions that also deliver cleaner aesthetics.
Educating the Market
The transition wasn’t just technical either, it was cultural. For years, cords were ubiquitous, and change required recalibrating expectations. Manufacturers poured resources into communication and training to help retailers, installers and consumers understand not only how to use the new systems but why the shift matters.
Sinapi acknowledged that some dealers were hesitant about tension devices, but proactive training helped win them over. TWOPAGES leaned into visual installation guides and updated e-commerce pages to highlight
safety features, while Coulisse hosted webinars and offered hands-on dealer support to smooth the transition.
This education proved critical in reestablishing consumer confidence. As families entered buying mode with little awareness of the upcoming changes, clear messaging helped prevent confusion and reinforced safety as a nonnegotiable.
Positive Market Response
If change was initially daunting, the payoff has been worth it. Dealers and designers now praise the sleek, clutterfree look of cordless shades, while installers report fewer complications. Most importantly—end users—especially parents, say they feel peace of mind knowing their window coverings are built to protect children without sacrificing design.
TWOPAGES noted that its vintage-inspired curtains are frequently chosen for nurseries, while Coulisse highlighted consumer enthusiasm for Motionblinds’ seamless smart home integration. Across the board, safety and style are no longer viewed as competing goals but complementary ones.
A Safer, Smarter Future
Looking forward, the new standard is expected to continue fueling innovation. Automation, smart integration and minimalist design are becoming default expectations rather than niche upgrades. Affordable motorization options are opening the category to a wider audience, while cordless systems are evolving to deliver precise performance once reserved for corded products.
Manufacturers are united in their view that this is more than a regulatory shift. As Sinapi put it, “The updated safety standards are poised to accelerate innovation across the industry, particularly in cordless and child-safe solutions.”
The elimination of hazardous cords was a regulatory requirement, but it has also unlocked new creative and technological possibilities. One year later, the industry isn’t just compliant, it is moving forward with confidence.
Cordless, motorized and smart shading solutions are no longer optional extras. They are now the baseline, setting a new standard for safety, convenience and design. And as manufacturers continue to innovate, the message to consumers is simple: Child safety is built in. V
SEW OUTSTANDING
Meet the Artisan winners of the 2025 Grace Awards. These fabricators didn’t just make it work—they made it unforgettable.
Every pleat, panel, stitch and shade tells a story. In the Artisan category of this year’s Grace Awards, those stories came to life in the most imaginative ways. From ceilings draped in velvet to cushions reimagined as custom benches, this year’s winners proved that the magic is in the making. These projects go beyond beautiful. They show how creativity, craftsmanship and a little out-of-the-box thinking can turn even the trickiest design challenge into something remarkable. If you’ve ever looked at a motorized shade with custom trim or a perfectly engineered pagoda cornice and wondered how it all came together, the answers are right here.
COMBINATION
Sharon Gizzi
Styles by Sharon
Working in collaboration with designer Emily Wood of Wallace Wood Interiors, Sharon Gizzi of Styles by Sharon delivered a multifunctional window treatment that balances softness and performance. Euro-pleated drapery panels on French return rods brought a clean, structured style. Motorized natural shades added texture and convenience. Every element, from rod trimming to finish selection, was handled with care to meet both the designer’s vision and the client’s needs.
UP & COMING
Irina Otto IRICHKA
With a focus on clean lines and thoughtful engineering, Irina Otto of IRICHKA delivered a crisp, contemporary look that is as functional as it is refined. Tasked with dressing a 130-inchwide window in a coastal property, Irina designed flat inverted pleat draperies and sheers that offer semi-privacy without sacrificing the home’s modern aesthetic. Tapes from Ribbon Connection were applied with precision to accentuate the proportions, while custom French rod hardware from Xentric Drapery Hardware, paired with specially engineered magnetic bypass brackets, was designed to handle the substantial weight of the lined draperies without disrupting the clean aesthetic.
ADRIANA MICHELE PHOTOGRAPHY
CURTAINS & Draperies
Amy Hunley
The Drapery Room
In this cheerful coastal condo, Amy Hunley of The Drapery Room brought personality and color to a children’s space with bold nautical-inspired drapery. A discontinued Manuel Canovas fabric set the tone, and with no extra yardage available, every panel was meticulously pattern-matched for a flawless fit. Crisscross pleats in contrasting fabric added a playful, custom twist. Handtacked cording and crisp detailing finished the look with intention. The design pairs blackout panels with soft sheers to provide both versatility and light control.
Bedding & Pillows
Elizabeth Hood
Village Decorating & Drapery Designs
When asked to refresh a client’s master bedroom, Elizabeth Hood of Village Decorating & Drapery Designs created a well-balanced bedding ensemble that’s both functional and elegant. A padded, mitered border was added to the duvet to better fit the insert, with hidden snap strips to keep everything in place. Rich trims, custom pillows and a silk-lined swag treatment over the bed completed the coordinated design.
ELIZABETH HOOD
LAUREN CHAMBERS
TOP TREATMENTS
Lisa Jones
Lisa Jones Interiors
A custom pagoda-style cornice upholstered in Schumacher’s Yangtze River fabric brings sculptural elegance to this bay window and freestanding tub. Inspired by classic architectural forms, the silhouette adds structure and softness in equal measure. Every detail was deliberately designed, from the precisely matched pattern to the fully finished back, enhancing the room with a serene, composed backdrop.
UPHOLSTERY
Linda Tully Tully Drapery Shop
For this custom bench, Linda Tully of Tully Drapery Shop transformed an old down envelope cushion into a gallerystyle seating piece inspired by the client’s favorite artwork. The two-part design features a removable cushion upholstered in dark bouclé with quilted faux-leather straps and black webbing. Wrapped boxing and metal buckles provide structure and personality. Built to fit the space exactly, the bench ties the room together with a playful yet considered sense of style.
LISA
SPECIALTY
Michael DeGraff
A&I Manufacturing
A&I Manufacturing joined the Skyglass project late in the process, tasked with delivering custom roller shade solutions for a 31-story, 338-unit high-rise in Seattle’s South Lake Union neighborhood. The building’s dramatic five- and 10-degree angled facades and outof-square walls made every room a unique challenge. With little time for mockups, the team engineered lasercut shims to align shades with angled openings and maintain proper function. Each roller shade consisted of 40 parts, many of which were assembled on-site, turning a standard five-minute install into a 20-minute precision task. More than 1,000 shades were completed across the building, requiring inventive solutions and detailed coordination.
INGENIOUS Installation
Rachael Harvey Refurnish
This dramatic ceiling treatment in a primary bedroom marked a first for Rachael Harvey of Refurnish. Working with designer Meagan Chamryk of JL Design, the team transformed the space with shirred velvet panels that added softness and visual dimension overhead. With just one day to complete the surprise install, they tackled a vaulted ceiling, angled walls and a chandelier that had to be removed mid-process. Six fabric panels were pre-mounted on boards, while the final two were finished on-site using upholstery tack strips for precise alignment.
Most Intricate HANDWORK
Rachel Eden Leuck Gotcha Covered of Sugar Land
In collaboration with designer Lindsey Gilley, Rachel Eden Leuck of Gotcha Covered of Sugar Land elevated a standard woven shade through technical finesse and creative vision. The shade was motorized, then carefully deconstructed and rebuilt to feature a stair-step trim with an extended tail and reveal. The pairing of ALTA’s Rio Gray weave with James Hare’s Antoinette trim highlights the intricate fabrication behind this oneof-a-kind treatment.
Outdoor Living
Teresa Williams
KJ Custom, LLC
Teresa Williams of KJ Custom, LLC, helped transform this Texas patio into a true fourseason retreat. Motorized screens from US Motion Screens with Phifer fabric and Somfy motors provide protection from bugs and weather, retracting cleanly into a concealed cavity when not in use. Integrated heaters and a custom fire feature make the outdoor space feel comfortable and usable in any season, extending the home’s livable footprint with ease.
HONORABLE MENTIONS
A round of applause for these fabricators and workrooms whose craftsmanship, creativity and standout execution impressed across every category.
Curtains & Draperies
Sharon Gizzi
Styles by Sharon
Top Treatments
Terri Booser & Rachel Lusk
Sugar & Spice Draperies and Shades
Combination
Rachael Harvey Refurnish
Ingenious Installation
Stacie Kennedy
Atlanta Custom Interiors
Bedding & Pillow
Lisa Jones
Custom Soft Furnishings by Lisa
Specialty
Amy Hunley
The Drapery Room
Upholstery
Will Linn
Marquis Design Group
Most Intricate Handwork
Jeanne Henzel
Joona Fabriculture Artisan Curtains & Upholstery
Outdoor Living
Stacie Kennedy
Atlanta Custom Interiors
Soft Shades
Terri Booser & Rachel Lusk
Sugar & Spice Draperies and Shades
The Inner Shift Behind Every Yes
Why who you are matters more than what you say
BY KATHY CRAGG PACE
She said all the right things. The design was beautiful. The quote was clear. The benefits were well articulated.
Still… no sale. Just the polite “We’ll get back to you,” followed by silence. You’ve probably been there.
It’s one of the most frustrating realities of this work: You can do everything “right” and still walk away empty-handed. And, more often than not, the missing piece has nothing to do with pricing, product or even presentation.
It has to do with presence.
In today’s sales environment, clients don’t just buy from the person with the best pitch, they buy from the person they trust to lead them forward. And that trust isn’t built through memorized lines or polished scripts. It’s built through who you are being in the moment. And let’s be honest: No one tells you that.
Most designers walk into appointments laser-focused on doing everything “right.” Say the right thing. Show the right samples. Justify the price. Handle the hesitation. They’re so busy managing the logistics, reading the room and hoping they don’t blow it that they don’t even realize the most important part of the sale is happening beneath the surface.
Because who you’re being, from your energy to your presence and steadiness, is what clients respond to first. Before you ever show a swatch or quote a number, you’re already answering their unspoken question: Do I feel safe making a big decision with you?
So, take a beat and ask yourself:
• Are you calm or scattered?
• Grounded or nervous?
• Clear or trying too hard?
Selling today isn’t just about saying the right thing. It’s about becoming someone worth saying yes to. That’s the shift. That’s the transformation. That’s what modern sales requires.
From
Performer
to
Guide:
The Sales Identity Shift
Many professionals in our industry were trained on an older sales model—one built around performance. Handle objections. Overcome resistance. “Close the deal.” It worked, once. But clients have changed. Today’s buyers are more informed, more intuitive and far more attuned to how a conversation feels than to what’s being said.
They’re not looking for someone to dazzle them. They’re looking for someone who sees them, respects their time and guides them toward the right decision with calm confidence.
Consider the contrast:
Old Sales Identity Modern Sales Identity
Performer or Pitch Artist Trusted Guide
Closer or Convincer Confident Collaborator
Info-Dumper Insight Curator
People-Pleaser ................... Boundary-Setter with Warmth Talker (Scripted) Listener (Strategic and Present)
We were trained to say the right things. But modern clients respond to how we make them feel.
Why Energy Leads the Sale
You’ve probably felt it. You’ve walked into an appointment already a little rushed or unsure, only to sense that energy mirrored back to you by the client. Before any quote is reviewed or sample shown, there’s already an answer forming in their body: Do I feel safe moving forward with this person?
Read that last line again. Clients don’t consciously articulate it, but they pick up on everything. Your tone. Your energy. Your tension or calm. And, most of all, your presence.
They’re silently asking:
• Do I trust this person to guide me?
• Do I feel seen, supported and understood?
• Can I relax into a decision here or do I need to keep my guard up?
This is the emotional current under every sales conversation. It matters more than we’ve been taught to realize.
That realization—that trust is built in the space between the words, not just through them—is what inspired me to write something called “The Modern Sales Manifesto.” It isn’t a script or a strategy. It’s a declaration. A reminder. A shift in what selling is really about.
“We believe presence is more powerful than persuasion.”
That line, like the others in the “Manifesto,” came from the patterns I kept seeing over and over again: When clients say yes, it’s not because they were convinced. It’s because they felt confident—and safe—making the decision.
The Inner Work of Sales Confidence
One of the most overlooked truths in sales is this: The conversation doesn’t begin when you open your mouth. It begins with the state you’re in when you walk through the door.
That’s the inner work of selling well today, not polishing the pitch but preparing the person delivering it.
It’s a quiet transformation:
• From grasping to grounded
• From proving to present
• From pressure to clarity
You don’t have to become someone else. In fact, it’s the opposite. You become more yourself: clear, confident and calm enough to lead the way.
From “The Manifesto”: “We guide. We don’t pressure. We lead conversations that feel like collaboration, not coercion.”
Three Subtle Shifts That Change Everything
You don’t need a new script. You need a new stance— one that’s felt before it’s heard. These small shifts can move you miles closer to yes:
1. Before you speak, align.
Take 30 seconds in the car or at the door to ask: What energy am I about to bring into this space?
2. Let the pause lead.
Every silent moment doesn’t need to be filled. Pauses invite trust and show respect for the decision process.
3. Trust your role.
Your job isn’t to push. It’s to reveal. Reveal the value. Reveal the fit. Reveal the truth whether it’s yes or not yet.
Your Transformation Begins Here
Your transformation into a Modern Sales Professional doesn’t begin with what you say.
It begins with who you’re willing to become.
So, here’s your invitation this month: Reflect on where you may still be operating from old patterns—performing, overexplaining, trying too hard to prove your worth.
And ask: What would shift if I showed up as the calm, confident guide my clients are hoping for?
Because the most effective sales strategy isn’t in your notes. It’s in your nervous system. That’s the real transformation. And it starts now. V Kathy Cragg Pace has led award-winning design 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 get results. Her strategic training 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 like “The Modern Sales Manifesto” » KathyPace.com
DESIGNED TO FEEL
From childhood memories to modern design must-haves, drapery offers more than beauty. It brings comfort, function and heart to every space.
BY CHERYL LUCKETT
There was something about the sound of the drapery gliding along its ceiling-mounted track early on Saturday mornings at Grandma’s house. It was usually what woke us up on the weekends we spent there. Softer than the blaring digital alarm clock at home, it was a gentle reminder that the day had begun. And even though it’s been more than 40 years, if I close my eyes and think back, I can still hear that sound.
The cream “fancy fabric” hung on one track with soft sheer panels layered on another. Even as a child, I recognized their elegance. I can’t say exactly when she got them, but I’m fairly
certain they came from JCPenney, the go-to source for all of her household soft goods. Our family spent many Saturdays in that store, browsing, dreaming and outfitting her home.
Those drapes, with their luxurious fabric cascading from ceiling to floor, made the room feel elevated, almost sacred. We weren’t allowed to play around them, and I knew even then that they were something my grandmother cherished and took pride in. I didn’t realize it at the time, but those drapes were the beginning of my lifelong love and appreciation for window dressing.
A Finishing Touch That Does More
In a room full of hard surfaces like countertops, cabinetry, flooring and architectural details, nothing softens a space quite like fabric. Drapery brings flow, movement and a sense of layering that delights the senses and elevates the experience of being in a room.
There’s always a distinct shift at client installations the moment the drapery goes up. The space suddenly feels complete. Drapery finishes a room like no other design element. It’s not just a visual enhancement; it’s a sensory one. It wraps the space in warmth—physically yes, but also emotionally.
As a designer, I consider myself a creator of “cozy,” and much of that coziness is rooted in the presence of drapery. There’s something about soft fabric cascading at the windows that creates a sense of being embraced, cocooned in comfort. It’s a feeling that’s difficult to replicate with any other feature and it’s often what takes a space from beautiful to truly lived-in and loved.
Beauty Meets Purpose
For as much as drapery adds aesthetically, it contributes equally, if not more, functionally. Nothing has proven this more to me than enduring one of the warmest summers on record. As much as I love light streaming into my home, this summer I left the drapes drawn for days on end, relying on them for insulation, light control and protection from the scorching sun. The difference of just a few degrees on a near 100-degree day is significant. My drapery panels were truly a saving grace.
Beyond temperature regulation, drapery also provides a critical layer of privacy, something more and more clients are prioritizing, especially in densely populated areas or homes with expansive windows. It creates a sense of retreat, allowing you to enjoy your space on your own terms.
Thanks to motorization, achieving that comfort has never been easier. Clients can now adjust their window coverings with the push of a button or through automated schedules. It’s luxury meets practicality, an ideal blend of form and function. Whether it’s managing natural light or ensuring privacy, motorized options make beautiful drapery even more livable.
A Defining Element in Design
In my work, drapery often sets the tone for the entire space. We use it as a storytelling tool. Whether it’s used to make a bold statement or to create a serene, understated vibe, it speaks volumes about both the homeowner’s style and the room’s function. The right fabric, tailored pleating, a custom trim and thoughtful details can completely shift the feel of a room. Even the placement—the height and fullness—can be used strategically to create drama and draw the eye.
Lately, we’re seeing a surge in pattern-drenching, and drapery plays a key role in that trend. From large-scale florals to classic tapestries, fabric is being used generously to bring energy and personality to a space in a way that feels immersive and intentional. People often say paint is the quickest way to transform a room. But if you ask me, it doesn’t hold a candle to the magic of custom drapery. When done well, it changes not just how a space looks but how it feels.
After years of minimalistic gray spaces and bare windows, it’s been refreshing to witness the renaissance of window treatments. More and more, homeowners are craving softness, warmth and thoughtful details—things that drapery delivers in abundance.
We’re moving beyond the era where window treatments were an afterthought or a last-minute addition. Today, they’re an essential part of the design plan from Day 1, considered with the same importance as furnishings, lighting and architecture. That shift has been one of the most exciting evolutions in the design industry in recent years.
I can’t get enough of the resurgence of layers—panels paired with sheers, tailored drapery topped with cornices or roman shades beneath full-length panels. There’s something so inviting and rich about these combinations. They add depth, nuance and a sense of luxury that’s hard to replicate in any other way.
Clients aren’t just asking for function, they want their homes to feel curated, personal and finished. And nothing finishes a space like beautiful window treatments. It’s a trend I hope never fades.
Thinking back, I guess Grandma was a bit ahead of her time. She may not have had much, but she valued something custom, beautiful and intentional—and I’m grateful she passed that on to me. Each time I design a custom window treatment, I suppose I’m channeling that same spirit. I may have long since graduated from the catalog custom options at Penney’s, but there’s no doubt I still have a reverent appreciation for the emotional and aesthetic power drapery has to make a house feel like a home. V
Cheryl Luckett is the owner and principal designer of Dwell by Cheryl Interiors, an award-winning interior design firm serving the Charlotte, North Carolina, area and beyond. Her excellence in the field is underscored by notable accolades, including being a 10-time recipient of the Best of Houzz Award for Design and Customer Satisfaction, recognition as one of the African American Top 20 Designers by Black Interior Designers Inc. and being named among Charlotte’s Best Interior Designers by Axios Charlotte. » DwellByCheryl.com
MORE THAN A PRETTY POST
With Instagram acting more like a search engine, your content needs to do more than look good. It has to be smart, searchable and true to you.
BY JENNA GAIDUSEK, AI ASSISTED* *TO MAKE ME SOUND BETTER
Instagram isn’t just a visual platform anymore. It’s evolving into a powerful search engine. Your posts are now being cataloged and indexed in ways they never were before. Instagram content can show up in search results just like websites do. Your captions, alt text and even your voice in Reels are becoming searchable data points.
What does this mean for your business? Every post you share has the potential to be discovered by someone actively searching for the products and services you offer even if they’ve never heard of you before. Whether they’re googling “custom linen drapes in Atlanta” or searching Instagram for “motorized nursery shades,” your content can show up if it’s written with intention. In other words, your posts aren’t just reaching your followers anymore. They’re reaching future clients.
This turns every caption and every Reel into a mini SEO opportunity and a new doorway to your business.
It’s Not Just Hashtags, It’s What You Say Instagram’s artificial intelligence (AI) tools now scan your entire caption, not just your hashtags. Your words matter more than ever.
• Tell a story in your caption. Don’t stop at “linen drapery in the dining room.” Say why you chose linen, what problem it solved and how it transformed the space. Was it for softness, sustainability or better light control? Share it.
• Use alt text. It helps with accessibility and also signals to Instagram and Google what your image is about. If you’re posting a photo of motorized roller shades in a nursery, say so in the alt text. It not only boosts visibility but also supports ADA-friendly best practices.
• Speak keywords in Reels. Instagram can now pull searchable keywords from your voice. If you say “motorized blackout shades for nurseries,” that phrase becomes searchable. Use your voice with purpose.
Want to Stand Out? Show What AI Can’t Instagram is flooded with AI-generated content. You’ve probably seen it—stiff captions, generic posts and vague design tips that don’t say anything meaningful. Clients can tell the difference. Your competitive edge is your story. Instagram favors original content, especially when it reflects real expertise and human insight.
• Walk your audience through real client transformations.
• Share why you selected a particular lining, header style or hardware.
• Explain how a treatment solved a specific challenge like privacy, glare or child safety.
You’re not just selling a product. You’re selling your process, your judgment, your ability to listen and your skill in making the right call. That’s what turns a browser into a client. AI can’t replicate that, but it can help you communicate it more effectively.
How I Use AI to Tell My Instagram Story
As a business owner, it’s not always easy to stay on top of Instagram content. But it’s important. Here’s what I do: Instead of asking AI to write for me, I tell it who I am using my voice for.
I’m not a natural writer. I prefer speaking or creating visually. So, I use the transcriber on my phone’s notes app (check yours, you may already have this feature). I talk through the details of a project, a tip or a recent client win. The personal stuff only I would know. Then, I paste that transcript into an AI tool and ask it to clean it up. It helps turn my voice into a polished caption, a Reels script or carousel copy. This keeps my content authentic, consistent and (most importantly) searchable.
“Your posts aren’t just reaching your followers anymore. They’re reaching future clients.”
This Isn’t About Tech, It’s About Trust
You don’t need to be an AI expert to succeed on Instagram. You just need curiosity and a few small shifts in your approach.
This is about working smarter, getting more visible and helping the right clients find you. Whether you’re posting about woven wood shades or explaining the benefits of full-home automation, Instagram is where people go to discover and evaluate professionals. You already have the expertise. AI just helps you tell the story better. V
AI 101
Have questions? AI has the answers. Instead of hunting down scattered product info or design trends, today’s AI tools help you ask better questions and get better answers. Here are four of my personal favorites I recommend exploring:
1. Perplexity
Think of this as research with receipts. It gives direct answers plus links to reputable sources. Perfect for staying on top of fabric trends, motorization and smart advances or sustainability updates.
2. ChatGPT
Acts like a creative and strategic assistant. Use it to brainstorm Instagram captions, rewrite proposals or simplify your client onboarding language.
3. Google Gemini & Microsoft Copilot
These integrate with tools you’re already using (like Gmail, Word and Excel) helping you quickly summarize client emails, format proposals or build schedules.
4. Bing Chat
A great visual research tool. Use it to explore trending styles, treatment types or compare product options.
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
FEATURED FINDS
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The Coulisse Balanced Roller is a cordless, child-safe solution for smooth, manual control of roller shades. Its pre-tensioned spring mechanism allows precise positioning with just a light touch—no locks, no cords, no gaps. Quick to install and effortlessly sleek, it’s customizable with color-matching disks for a refined look. Whether adjusting for privacy or perfect light control, the Balanced Roller delivers unmatched performance, safety and style for any modern space.
SheerWeave Style 7300/7350 is a stylish solution for interior spaces, offering both light-filtering and blackout options to suit any ambience. Style 7350 gently diffuses sunlight, while Style 7300 provides complete privacy and total light blockage. Woven with bouclé yarn that creates a crepe-influenced soft crimp and twist, these fabrics feature a refined pebbled appearance with a subtle rippling effect that creates a sophisticated surface texture while adding depth and dimension. Now available in nine classic colors in two openness factors.
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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
Imagine planning and installing curtain sets with no difference between classic and motorized options. No additional fixing of the motor to the wall or ceiling, fewer components, visual perfection, a wide range of designs and finishes, and a large selection of end caps to bring any interior design idea to life. The solution is the new Motor Technology 2.0 from German manufacturer BÜSCHE, which revolutionizes smart window decoration and takes curtain technology to a new level. Vesta is not missing out on this opportunity and is bringing this innovation to us on the U.S. market with four collections.
Vesta Drapery Hardware
Contact us 800-638-3782 or sales@vestadraperyhardware.com
Smart Window Decorations
Financing Sells
Why retailers and in-home sales reps should offer financing
BY OLIVER SCHREIBER
As a window treatment retailer or an in-home sales professional, you have likely faced this scenario: A client falls in love with your product—custom roman shades, motorized shades or beautiful shutters—but hesitates once they see the total cost. The quality is there. The design fits. But the price tag gives them pause.
This is where financing can become one of your most powerful sales tools. By giving customers the ability to spread the investment out over time, you’re not just helping them afford the window treatments they want. You’re also helping yourself close more deals, increase your average ticket and grow your bottom line.
Turn ‘Let Me Think About It’ into a Yes
Sticker shock is real, especially when clients realize they’re outfitting a whole house or choosing premium materials. A $6,000 to $20,000 quote might feel overwhelming when it’s due up front. But when you offer simple monthly payment options—like $125/month over 24 months— it changes the conversation. It’s no longer a question of “Can I afford this?” but rather “Which option works best for me?” Financing removes the biggest barrier to commitment and turns hesitation into action.
Boost Your Sales
When customers don’t have to worry about paying the full amount immediately, they’re far more likely to upgrade. You’ve probably had clients scale back to fit a tighter budget, dropping motorization, avoiding blackout liners or skipping the higher-end fabrics they really want.
With financing, you can confidently recommend the best solution for their home, knowing the total cost is broken into affordable monthly payments. This naturally raises your average order value, and you won’t have to “hard sell” your way there.
Book Bigger Projects
One of the most common objections in the field is budget. A client may love your presentation but say, “Let’s just start with the living room for now and do the rest later.” That’s not just a smaller sale. It is often a missed opportunity. The “later” never happens.
When you introduce financing early in the conversation, you give them permission to think bigger. You’re helping them see that they can afford to do the whole house now without blowing their monthly budget. You walk out with a bigger order, and they get the result they truly wanted from the start.
Build Long-Term Loyalty and Referrals
Customers remember how you made them feel during the buying process. If you helped them get the window treatments they wanted without financial strain, they’re more likely to leave a positive review, refer friends and come back for future projects. Offering financing doesn’t just close today’s sale. It plants the seeds for tomorrow’s business. It shows customers you care about their experience, not just the transaction.
Easy to Offer, Easy to Get Paid
Modern financing solutions are simple and seamless. You don’t need to be a bank or a financial expert. Many platforms designed
for home improvement professionals—like GreenSky, Mariner Finance, Wells Fargo or Service Finance—handle the credit approval, payment plans and customer support.
Here’s the best part: Depending on the lender, you may be able to get paid in full up front. And the lender takes care of collecting monthly payments from the customer. That means no chasing money and no disruption to your cash flow.
Financing Is a Sales Tool, Not a Gimmick If you’re in retail or doing in-home sales for window treatments, offering financing should be a standard part of your presentation just like fabric samples or measuring tapes. It’s not about pushing people to spend more; it’s about making it easier for them to say yes to what they already want.
So, the next time a client pauses at the price, ask, “Would a low monthly payment make this easier for you?” You might be surprised how often the answer is yes and how much more you can sell because of it. And you might just see a more checkmarks 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
