READERS WRITE
Thoughts on a Revolution

Editor’s note: Last month, Grace McNamara, president of Window Fashions, posted on our website and on a variety of industry online forums (CHF Forum, DraperyPro, Professional Windows, Window-Pro). There, she asked readers to join together to “revolutionize” the window fashions industry, saying it’s time to change consumer and designer perceptions of window fashions. Below are just a few of the many responses that came pouring in. All writers gave permission to reprint here, and many letters were edited for length:

IGNITING A REVOLUTION
This is a tipping point in our industry! And as history has it … it takes one person and a committed team to start a revolution, and you have just ignited one!

It is not only about more revenues and profits, it is about a passion for what we all do in our daily professional work life. When we are happy doing what we are doing we can vibrate that happiness to other parts of our life.

I think this is bold and different. Let us know how we can help to spread the word!

—Sunil Patel, CEO, Iron Art by Orion, North Hollywood, Calif.


“GET IN YOUR FACE”
I’ve noticed in magazines that showcase lavish homes that most of these homes do not have soft window treatments in them. These huge homes with their extraordinary architectural designs appear to be cold and business-looking. Also, they weren’t lacking in expensive art pieces.

Okay, my point being here: I think Grace is on to something here. Our industry needs to “get in your face” with our consumers and designers. These magazines that showcase these expensive homes with expensive decor also need to showcase our expensive custom-made window treatments made from expensive fabrics. The people who read these magazines want what they see in these magazines, and the designers that are hired by these consumers will get on board.

I’m living in one of the most economically sound areas of the country, and yet my business is really struggling. I believe that number one, I have not effectively reached out to my potential consumers. And number two, I depended too heavily on my designers to bring me work. I’m learning and I’m changing to make this business work. I just purchased a list of new homebuyers that make $250,000+ and sent out 36 letters. All I need is one and I believe business will pick up from there.

—Rebekah Cook, owner, Rebekah’s Innovative Sewing, Flower Mound, Texas


ELEVATING WINDOWS ON THE WISH LIST
I have to agree that it is time for a revolution in our industry...

When customers find grommet panels to be “the height of fashion” in the custom window treatment category, it opens the door for custom window treatments to be taken over by a factory across the world. Whenever something is introduced, and shown over and over in magazines, if it happens to be able to be mass produced, it will be, in short order. This is what is degrading our industry.

When simple, flat valances are showcased, with a minimum of detail (customers can find those in every home decor catalog in America)—why choose custom, if that is what is shown in magazines, and you can get it for a fraction of the price?

I’m not saying we can change people’s personal preferences, but in truth, people like what they see, in magazines, on TV, etc. The more they see creatively designed and beautifully executed window treatments, the higher those treatments may rise on the “want” list.

—Liz Ware, owner, Couture Draperies and Design, Ottumwa, Iowa


“SHE GETS IT!”
I agree that we need to reinvigorate the category of window fashions...
Now my brain is stuck on “sexy” window fashions!

Recently, I had a dramatic window treatment installed around the window of a client’s claw footed tub. One of the main criteria was that I maintain the open view of the mountains and ranchland from the tub. When it was complete, the client gushed about how much it enhanced the view. All I could think was, “She gets it!” The picture I have in my mind of a woman enjoying a leisurely bath with candlelight and the opulent window treatment (and a glass of wine!) is pretty sexy or romantic.

—Tricia Lincoln, interior designer, A Very Fine House Custom Interiors, Carson City, Nev.


“IT’S MAGIC”
I have not been fortunate enough to have a clientele that has a huge non-discretional budget. One thing is clear to me, though. They all want custom window treatments. The challenge is in convincing the client that the $$$ of custom treatments is money well spent.

There are many money-saving aspects of going through a designer or custom studio and paying more. Top on the list is getting it right the first time. Only a professional can help you to achieve this. … Time is money. For everyone. Custom window treatments, well designed, beautifully coordinated to existing furnishings saves my client time.

Custom window treatments will always change the look of a room in a wonderful way that only they can. It’s magic, or is it.

—Cindy LeBlanc, design consultant/window treatment specialist, Beautiful Spaces/Les Belles Spaces, Vermilion, Ohio


WINDOW FASHIONS A “GOTTA HAVE” LUXURY
Grace stated, “We MUST join together as an industry and change the consumers’ perception of window fashions!”

I loved seeing this statement from someone who owns a publication with as many readers as Window Fashions. It is an opportunity...

I have seen a trend of combining hard treatments, shutters, solar shades and the like with soft window treatments. It is ALL window coverings, and even though I don’t sell those products, I want to keep up to date on what is available and new in hard treatments so I can speak in an educated way about hard treatments when working with designers and their clients.

As far as marketing workrooms, be it wholesale or retail, it begins with (workrooms). We can’t expect anyone to recognize our achievements if we don’t start promoting ourselves first. … The best avenue to being recognized is to start with your own website. Market yourself. Have good, professional marketing materials. Submit articles for your local paper and industry magazines. Speak for local clubs or associations. Join the WCAA or other professional organizations and network. Become the window coverings expert in your region!

One more thing I would like to share. If we want to have custom work be elevated to a “gotta have” luxury that is respected for the work and talents it takes to produce it—then we must always, always, always represent that attitude in our selling, in our fabrication, in our finished product and in our own minds.

There will always be consumers who are going to buy ready-made, but that doesn’t mean they will not be future “custom” customers. And by the way, there are many domestic workrooms selling ready-made window treatments. It is just another segment of the market to fill.

—Susan Schurz, owner, Tavern Hill, Va.