BEST OF THE BEST

Innovation + Service
With modest beginnings, president and CEO Jason (Jay) Helser first entered this industry as an installer’s helper in the mid-eighties, learning everything about drapery installation. Helser installed draperies independently for design firms and drapery workrooms in the Phoenix, AZ, area and over the following nine years, he noticed an increase in demand for iron drapery hardware.

He and his mechanically inclined brother Mark, president and CFO, combined forces to manufacturer their own drapery hardware. Beginning over 11 years ago in a 990-square-foot warehouse, today’s Helser Brothers operates out of an 18,000-square-foot facility, located in the Chandler business district.

In addition to the popular Artigiani, Isabella, and Tableaux lines, the company shook up the industry at the 2007 International Window Coverings EXPO (IWCE) with the debut of its newest product, the Compositions™ drapery hardware collection, Jewels™. The Jewels line and Helser Brothers’ other products were well regarded at this year’s IWCE in Atlanta during the Thursday morning Vendor Presentation, as well as on the show floor. “We had a great show,” said Anita Boetsma, director of public relations for Helser Brothers. “Traffic was steady, attendees were very interested in talking with us, and we have added new clients and sold product already.”

The interchangeable crystal and metal elements of Jewels, which were two years in the making, are available in an endless array of original customized hardware. To assist in clients’ visualization and allow them to co-create the arrangement, a sample kit and web-based “product designer” are also available.

The launch of the Jewels collection and the extensive planning behind it are examples of Helser Brothers’ commitment to enhancing the industry with their innovative contributions. To stand out and stay ahead of competition, the 2008 WCMA Product Innovation Best New Drapery Hardware Style Concept Award recipient sites innovation as an essential part of its plan. “As a company, we are always striving to add new products and services. We are so excited about the new things we plan to introduce,” says Boetsma. Customer service is another key. “We feel so strongly that exceptional customer service is what sets us apart, and we are continually ‘in process’ on training our specialists on every aspect of the products we sell.”

In relation to today’s more challenging market, Helser Brothers holds strong. “Helser Brothers is not experiencing the growth we initially projected, but we are confident the economy will level out and start to improve,” said Boetsma. “Our solid base of clients keeps us busy enough that the occasional hiccups don’t acutely affect us. We find the slower times allow us to do more research and development.”

The Sky’s the Limit
Debuting at the 2007 International Window Coverings EXPO (IWCE) in Washington, DC, Moon Shade Blinds Inc. has propelled itself to star status within the past year with its breakthrough product, the Moon Shade Blind, created by Macadam (Mac) Foy. This fully retractable blind for arched and elliptical windows opens completely to display the beauty of the arch, but can close when light control or privacy is needed. With its dealer base already up 31% from contacts made at this year’s IWCE in Atlanta, Moon Shade Blinds Inc. proves that even an idea founded in a small garage in Ontario, Canada, can make waves among the window-fashions industry.

WF: What background did you have in the window treatment/entrepreneurial market before developing the Moon Shade Blind?
Before developing the Moon Shade Blind, I did not have any involvement in the window-fashions market. Originally, I designed the mechanics in ATMs. However, I always knew that I wanted my own business one day and was always watching for the next opportunity—then this idea fell on my lap.

WF: Where did this idea come from?
The Moon Shade Blind was developed simply because I needed an arched blind for my own room—I was being woken up at 6 a.m. every weekend by the sunshine, and I just wanted to sleep in. After a fair amount of searching, I found there was very little on the market for retractable arched windows, and what I did find was terribly expensive. I decided to make an operable blind for myself out of wood. After receiving many compliments on the blind from friends who suggested I sell them, I decided to market them to my neighbors. It wasn’t long before word got out, and I was soon selling these homemade blinds from my garage. I like to say this was my real-life market research. I then developed a mass-producible blind made of real blind components with the intent of marketing it further.

WF: What challenges did you face in putting that idea into fruition?
The biggest challenge I faced in developing this product was the cost of prototyping. Suppliers sell in the multiples of 10,000 feet, whereas I only needed 100 feet. A great amount of effort was put forth to ensure that each part that was ordered would actually work.

WF: How did debuting your product at IWCE last year help your business take off?
Debuting the Moon Shade Blind at the IWCE in Washington, DC, last year was probably the best decision we could have made. It immediately put us in front of many dealers from all over North America, as well as industry professionals. The dealer interest was our original intent for exhibiting, but what we didn’t realize was the huge benefit of making relationships with people and companies in the industry that have moved our business even further. Afterwards, we signed up 20 dealers right away. It may not sound like a lot, but for a young company that is trying to control its growth, it was a number we were happy with and gave us the confidence to keep expanding.

WF: What are you planning on doing within the next few years to further market your product—any new introductions, expansions, marketing efforts?
We are continuously improving and expanding the Moon Shade Blind, encouraging our dealers to give us input into what features they would like to see. After the IWCE last year, our dealers told us they wanted elliptical window capability, with a size range up to 72". We took the next few months to provide them with those features. In the next year or so, Moon Shade Blinds plans to incorporate an in-house robotic slat cutter, allowing us to reduce waste, improve quality, and reduce cost. As for new products, having an outsider’s view into the industry allows me to see other niche holes that need to be filled, following with our innovative niche theme. We are also considering custom design work for companies that may not have a design staff to bring their ideas to life.

Radiant Inspiration
As the first blinds in the world to produce a light of their own, Radiant Blinds Inc. has taken the window-fashions industry by storm since its debut at last year’s International Window Coverings EXPO (IWCE). With no prior industry experience, Radiant Blinds creator and president Brad Froese used the 2007 IWCE, and Window Fashions magazine, as a launch site for introducing his new product to designers, dealers, and industry leaders. Since last year’s IWCE, more than 90% of the 300 attendees who filled out Radiant Blinds’ feedback cards stated it was the most innovative product they saw at the show.

WF: Where did your inspiration come from?
The inspiration for Radiant Blinds came three and a half years ago on a second story balcony overlooking the hills of the sunny San Diego suburbs where I went out to pray. I was totally unqualified to build window blinds, much less to build window blinds that produce ambient light of their own. I’m a pastor! I had no experience in the window-fashions industry. But while I stood there leaning on the banister, the inspiration came. It wasn’t a process of thought—it was like a snap of the fingers.

WF: What steps did you take to make this inspiration a reality?
Within three months I started the patent process, developed the first prototype, and showed it to a few family members for feedback. This is when my sister Shelly Hoiseth, vice president of Radiant Blinds Inc., and father-in-law Ken Lewis, corporate officer, stepped in with the necessary financial backing. We all worked together to develop the corporation (RBI) and design a marketable version of the first blinds in the world to produce a light of their own.

WF: What challenges did you face in the process?
Our challenge was the technology. No one had ever done this before. There were no preexisting parts—we had to reinvent the wheel, push designers and suppliers to their limits, and refuse to work with narrow-minded people. When you are building a dream, people without vision tell you what you can’t do—you have to find people who are willing to push the limits of what can be done. Over time, and with persistence, this is how we came to develop Radiant Blinds.

WF: How do Radiant Blinds work?
Radiant Blinds are incredibly powerful but use less than half the energy of a standard light bulb. They’re simple but intelligent. They can be showy or subtle, and we’ve developed the technology to such a degree that we can now fit it into nearly any form of window fashion available in the industry today. In addition to our 2" horizontal blinds due for limited market release this summer, you can also look out for 2 1/2" blinds, 3" shutter blinds, shutters, and a myriad of secret new products in the works for the hospitality industry in the months and years to come.

The StayFold Difference
Launching his drapery panel stabilizer at the 2007 IWCE in Washington, DC, with only 12 products in hand, StayFold inventor Mark Urick was overwhelmed with the great response, prompting him to move forward with production. Created to ensure panels keep their natural folds, the StayFold now has some of the largest, most recognizable companies in the country distributing its product.

WF: Where did the idea for StayFold originate?
The StayFold was invented out of necessity. After 27 years of frustration, I finally found a solution to a problem that has existed as long as I can remember. As a retail owner, I wore many hats as an installer, salesperson, and problem solver, allowing me to see all aspects of the business and each new style trend throughout the years. The biggest change I noticed was that customers no longer wanted operable draperies in every room of their house—stationary drape panels and a variety of top treatments seemed to come to life, incorporated with blinds, shades, and shutters to soften the windows and give the room warmth and personality. Panels continued to be the largest add-ons in the country, responsible for 30% of annual window fashions sales. However, I was also noticing that panels were responsible for 90% of my call-backs and headaches!

WF: What issue were clients facing with their stationary panels?
I often was called back to the customer’s house before a party to help re-dress the panels. I asked myself, “How can I keep these panels looking great all the time from top to bottom?” not just for a few minutes until I walk out the door, but even with air movement or after kids have played behind them. Most of my customers did not want tie-backs, and unfortunately there was no fairy dust. While I wasn’t an inventor, engineer, or a manufacturer, necessity brought out all three!

WF: How did you go about creating the StayFold?
The name “StayFold” was created even before I had a prototype. I knew how I wanted the panels to look, using a form to shape the panels and mimic the most desired shape. One of the biggest challenges was ensuring the panels looked natural, while providing the means in which to affix the StayFold to the panel. I didn’t want to use any pins or sharp needles, and the StayFold couldn’t simply pinch the back of the panel.

WF: What was your solution?
The “legs” of the StayFold can be placed into the hem of unlined panels, but I knew most panels are lined. That’s when a light bulb went off—I resurrected the pleating tape that just happens to have the pockets needed for the StayFold. By adding an adhesive to the back, the StayFold can be applied after production or even after the panel is hanging.

WF: Where do you hope to go from here?
A whole new audience was touched this year at the 2008 IWCE in Atlanta, and we anticipate going global by the end of the year. Our main goal continues to be educating everyone on why the StayFold exists—to save time on installations, prevent call-backs from customers, and immensely improve the overall look of panels, helping professionals deliver the ultimate end results.

2008 WOW! Industry Award Winners
The WOW! Awards are presented to those individuals or companies that have proven themselves in the window-fashions industry. Nominated by their coworkers, peers, or friends, we are proud to recognize the exceptional projects and the extraordinary people who touch and transform the entire industry through their commitment, dedication, and generous contributions. See page 40 for more on the WOW! Award winners.

Dorothy Collins Scholarship Award: Ashley Hunziger
The Dorothy Collins Scholarship award exemplifies the courage, determination, and love of window fashions that design legend Dorothy Collins embodies. The recipient of the scholarship, Ashley Hunziger, is a college-student completing a double bachelor’s degree in Interior Design and Psychology. Her goal is to open her own custom furniture company, along with publishing a book on the connection between personality and interior design.

WFCP’s Window Fashions Certified Professional: Patricia Burns
This award was presented to Patricia Burns, L’elegance du Décor, a current Advanced WFCP member, the first person in her state to achieve the Master WFCP level, and the only Certified Window Treatment Consultant with the WCAA in her state of Mississippi.

Client and Customer Service Company of the Year: Rowley Co.
Recognizing a company who loves their customers and displays an outstanding ability to organize, manage, and execute all aspects of its customer service, this award was presented to Rowley Company, a source of inspiration and dedication to the entire window­-fashions industry for many years.

Rising Star: Cheryl Draa
Accepting the award was honoree Cheryl Draa, Cheryl Draa Interior Designs, who just four years ago opened her own storefront business, enabling it to grow to over one million dollars in annual sales, despite the challenging economy. Her secret to success: knowing your client, keeping abreast of the current trends, and knowing how people make decisions.

Fabricator of the Year: Window Fashions Inc.
Presented to the company that had the most “people’s choice” requests this year, Grace McNamara Inc. presented this award to Window Fashions Inc., represented by Rose Webb and company president Todd Grafton. The resounding comments included “friendly, great customer service, pleasant to work with, enthusiastic, and inspiring.”

Most Innovative Firm of the Year: The Shade Store
Presented to The Shade Store for its fresh, innovative concepts that offer consumers and designers alike a wide range of unique, high-quality custom window fashions at affordable prices, all hand-crafted in just a matter of days. This refreshing and innovative family-owned business has plans for further expansion and growth, continuing in the realm of innovative products and great service.

Mover and Shaker of the Year: Helser Brothers Inc.
Demonstrating significant leadership and innovation, Helser Brothers Inc. was presented with the Mover and Shaker of the Year award for its designer friendly principles and extreme customer service.

Humanitarian Award—Corporate Recognition: Hunter Douglas Window Fashions
Respectfully presented to Hunter Douglas Window Fashions for giving back at the local, national, and international levels over many years. Jim Mathews, vice president of corporate marketing, accepted the award on behalf of president and CEO Marv Hopkins. Most recently, Hunter Douglas funds the Endowment for Microfinance sustainability, operated by MicroCredit Enterprises to reduce global poverty. Hunter Douglas’ donation to the endowment will leverage $10 million in overseas microloans, providing food security for 500,000 poor people (60 percent of whom are children) on an annual basis.

Humanitarian Award—Individual Recognition: Arlene Fjellman
Presented to Arlene Fjellman, an individual who has demonstrated exceptional generosity in the donation of time, talent, and resources for her charitable efforts in Uganda. In order to help young orphan women with no prospects of employment, Fjellman worked with native Ugandans to develop a school and workroom to teach these women a skill that would make them an honest and safe living. This was truly an inspirational story, and a well-deserved award.

Window Fashion Industry Icon: Sally Morse
Announced live at the ceremony, Grace McNamara Inc. was honored to present this award to an unsuspecting Sally Morse, director of creative services for Hunter Douglas. Morse’s background and contributions continue to epitomize the potential of the industry’s future. As a worldwide speaker and educator on interior design, with her work being published in countless interior design publications, Morse continues to delight the industry with her upbeat attitude and creative, trend-worthy advice. WF