SEMINARS | IWCE 2025

EDUCATION OPPORTUNITIES THAT
ELEVATE YOUR BUSINESS AND SKILL

CEU-accredited seminars are now available!

Monday, April 14

SEMINAR SCHEDULE:
Monday, April 14 – Seminar Only

1MOSS – 9:00 AM – 12:00 PM

SUPERSESSION

Financial Goals: From Modeling to KPI
Michele Williams, Scarlet Thread Consulting

Join Michele as she takes you through the yearly process of reviewing your financials, setting goals, modeling outcomes and creating KPIs to measure your success. In this session, you’ll learn what to review in your financials, how to make the changes necessary for growth, how to model to break even and how to use these numbers to inform your decision-making. This is a workshop-style course.

Learning Outcomes:

Learn how to review your financials from the prior year
Learn how to model to break even and to make profits
Learn how to set KPIs to measure

2MO – 9:00 AM – 10:15 AM

Textile Tech Support
Deb Barrett, Owner, Window Dressings

.1 CEU

It is not enough to simply highlight the beauty, uniqueness and versatility of fabrics; it is the designer’s responsibility to select the appropriate fabrics for their intended end use. In this seminar, gain an understanding of today’s fabrics to help you make correct fabric selections for window treatments. This is a real-life application-based class. We’ll discuss fabric constructions, properties and qualities—the good and the bad—which ones are appropriate and which ones aren’t for your custom window coverings. We’ll compare and contrast linings, interlinings, finishes, textile enhancers and provide specifying strategies in dealing with difficult textiles to help you solve those troublesome nightmares.

Learning Outcomes:

Specify fabrics conducive to healthier and safer interior environments
Identify and categorize major textile groups, including evaluating fibers, constructions and fabric characteristics
Assess and appraise the advantages and limitations of textiles specified for interiors
Discuss and explain the role and importance of textiles to clients
Specify textiles that are appropriate for interiors as well as meet performance requirements and aesthetic expectations

3MO – 9:00 AM – 10:15 AM

Window Treatments Demystified: What Every Designer Needs to Know
Vita Vygovska, CEO, Vitalia Inc.

.1 CEU

This highly impactful—not to mention profitable—component of design projects is often feared and, therefore, avoided because it’s confusing, complex and financially consequential if done wrong. Through the use of pictures and samples, it is Vita’s intent to break down the overwhelming world of soft window treatments into digestible pieces and express it in understandable terms.

Designers will learn proper lingo and keywords, main technical aspects, pitfalls to watch out for, how to manage workroom relationships, how to manage the process and much more. The goal is that, after this session, designers can comfortably speak to clients, confidently work with their window treatment specialists, lose the fear of custom window treatments and, most importantly, feel assured that the client and project are getting the most complete and competent design service.

Learning Outcomes:

Learn quality points and service to expect from the workroom, including a list of specifications required for a properly designed and installed treatment
Understand challenges to be aware of when designing around the “blank” window
Learn the proper terminology and technical aspects of soft window treatments

4MO – 9:00 AM – 10:15 AM

Clicks That Count: Proven Strategies for Google Ads Success
Katie Creekmore, Brand Manager, Creekmore Marketing

Learn simple yet effective strategies for Google Ads success. Discover how to create great ads, target the right keywords/audience and boost clicks and conversions. Whether you’re new or experienced, you’ll gain the key tools to improve your campaigns and get better results.

Learning Outcomes:

PPC basics and lingo: Get acquainted with the platform and keywords that you’ll need to know to launch and manage campaigns
Effective ad copy techniques: Learn how to seamlessly incorporate keywords, craft strong calls to actions and highlight key selling points to boost performance
Highly targeted ad groups: See how you can maximize your budget and ROI by reaching your ideal clients
Campaign evaluation: Learn to identify key performance metrics, how to analyze them and optimize your ads for better results

5MO – 9:00 AM – 10:15 AM

Proven Workroom Tips & Techniques
Ann Johnson, Sew Easy Windows, LLC

Ann presents a mix of surprising tips, refined processes and innovative tools to substantially increase productivity and quality in the workroom. She is always testing new tools and techniques in her own workroom, weaving them into processes that significantly enhance productivity. Her overriding goal is teaching workrooms to think efficiently on a daily basis, to explore methods to streamline processes and to invest in productive tools.

Learning Outcomes:

Learn to think in terms of efficiency every day
Quickly choose the best method for the fabric and design
Encourage outside-the-box experimenting to solve new challenges

6MO – 10:30 AM – 11:45 AM

Solutions for Intimidating Projects: The Project of My Career
Donna Skufis, Dondar Designs, LLC

The lessons Donna learned fabricating this project will stay with her through her career. Necessity is the mother of invention, and this project is still informing how she plans, executes and anticipates problems when designing/fabricating. The design concepts, fabrication methods and installation solutions are all shared in this one-of-a-kind presentation. Renderings of the designs, fabrication in progress and installation photos showing the evolution of the project are all included.

Learning Outcomes:

How to, when faced with unusual situations, think outside of the box
Keep elements on separate mount boards or rods for more flexibility
Make extra trips to measure if you are unsure. You are just being thorough. This will ensure an accurate, mistake-free installation.

7MO – 10:30 AM – 11:45 AM

Welcome to the No S**t Sherlock School of Strong Sales Sleuthing
Kathy Cragg Pace, Window Treatment Marketing Pros

In school, they teach BANT, but Kathy prefers these easy words over their acronym. Motive. Means. Method. Put on your detective’s hat and let’s talk sales sleuthing. Design sales appointments begin as a mystery. How can I help this client? How are their challenges affecting the way they live in their home? What is the transformational solution? “Solving the Sale” means uncovering more than products to fix functional problems. You must also discover if your client has the means to purchase and the motivation to get started now. Become a great sales detective with well-chosen questions and alert powers of observation. This class will help you listen between the lines for what is not being said and guide your client to eagerly confess, “Yes, let’s do it.” Thriving design sales will be yours once you’ve learned to make uncovering your client’s motives, means and methods elementary, my dear window treatment pro.

Learning Outcomes:

Learn the right way to ask questions to get the information needed to help clients without sounding like an interrogator
Uncover the four critical mysteries that must be solved to get a “yes” answer at the end of the appointment
Learn how to gather the clues needed so your appointments end with Miss Scarlet, in the dining room, saying “yes” to the drapery and motorized shades, plus recommending you because you made the process of purchasing feel painless!

8MO – 10:30 AM – 11:45 AM

Upholstering Walls: Redefining Luxury in Design
Will Linn, Marquis Design Group

Join us for an in-depth exploration of the transformative potential of upholstered walls and panels. In this engaging presentation, we will delve into the benefits and application of incorporating upholstered walls into interior design. From their remarkable ability to soften ambient sound to their contribution to creating home theater experiences, upholstered walls offer a multifaceted solution for both residential and commercial spaces. We will also examine how upholstered walls can elevate the aesthetics of any environment, offering a versatile and elegant design element that adds texture, warmth and visual interest to interiors. We will explore the challenges and nuances that will let you feel comfortable specifying your next project. Whether you are an interior designer, an architect or simply an enthusiast of innovative design solutions, this presentation promises to unveil the potential to redefine interior spaces and concepts that make upholstered walls the ultimate symbol of luxury and sophistication.

Learning Outcomes:

Learn insights into the transformative potential of upholstered walls and upholstered panels
Understand practical applications in residential and commercial design
Learn about different materials and textures

9MO – 10:30 AM – 11:45 AM

Leveraging Your Social Media Through Visual Storytelling
Katy Enyeart, Creekmore Marketing

Discuss how to use Instagram, Pinterest and Facebook’s visual nature to showcase design projects, create compelling before-and-after stories and engage followers with design tips and behind-the-scenes content.

Learning Outcomes:

How to create engaging content for social media: Explore strategies for using Pinterest, Instagram and Facebook to drive traffic to your website or portfolio by creating mood boards, reels, posts, design inspiration and DIY project guides that resonate with your target audience
Building a brand aesthetic on social media: Focus on how to develop and maintain a cohesive brand aesthetic across social media platforms, including tips on color schemes, fonts and overall design that reflect your unique style as an interior designer
Effective use of video content in interior design: Cover the importance of video content—such as virtual tours, design process videos and live Q&A sessions—to engage with followers on platforms like Instagram, TikTok and YouTube

10 MOL – 12:00 PM – 1:15 PM

Keynote Luncheon:

Discover the Secret to Scaling with Confidence
Madeleine MacRae, CEO and Co-founder, Legacy Leadership Institute

If you find your business caught in a cycle of small gains and losses, and you’re stuck on a growth plateau, you’re not alone. Many businesses struggle to break out of this cycle and reach their full potential. Join growth expert Madeleine for an exclusive luncheon keynote where you will discover the secrets to scaling your business with confidence and achieving the breakthrough you’ve been waiting for. Madeleine will unveil the precise strategies you need to drive consistent, predictable growth.

Learning Outcomes:

Learn the four indispensable pillars to achieve sustainable growth
Learn the two nonnegotiable shifts you need to make to get into growth mode
Learn the practical steps to overcome common scaling challenges

This session is designed for those who are ready to transform their business and reach new heights. Bring your notebook and prepare for actionable insights that will empower you to make this your best year yet. Don’t miss out on this chance to unlock your business’ true potential!

11MO – 1:30 PM – 2:45 PM

Window Treatment Trends
Vita Vygovska, CEO, Vitalia Inc.

.1 CEU

What’s trending in the beautiful and complicated world of window treatments? This seminar will discuss current trends and demands in both hard and soft treatments, including fabrics, motorization and smart home features. You’ll also learn common mistakes and challenges.

Learning Outcomes:

Learn what window treatment styles are trending now
Learn about popular and in-demand fabrics
Learn the challenges seen in the trends and how to avoid them

12MO – 1:30 PM – 2:45 PM

Conquer Difficult Windows: Design Through Fabrication
Donna Skufis, Dondar Designs LLC

Designing and fabricating these windows is challenging. If you are willing to consider slight design changes, many fabrication and installation issues can be avoided. This class will show you how to eliminate issues by sharing real-life situations. Photos from design through fabrication and installation will open up new solutions.

Learning Outcomes:

Learn how to identify design issues to streamline fabrication
Decide on how elements are mounted early to help your workroom
Discover how pattern placement and pleating on pattern can elevate your designs. See how creating your own pattern match can solve design placement issues.

13MO – 1:30 PM – 2:45 PM

Optimize Organic Lead Generation: SEO Trends & Proven Strategies for Designers & Retailers
Katie Creekmore, Brand Manager, Creekmore Marketing

.1 CEU

Explore the ever-changing world of SEO by diving into the fundamentals and strategies that business owners can utilize to boost their organic success. We’ll focus on rankings, how your website impacts performance, tips and tricks for unlocking conversions, best practices and hot topics in the industry.

Learning Outcomes:

Understanding local SEO: Learn what goes into ranking on the map pack and organically and how to optimize both
Website optimization and technical SEO: See the impact your website design, speed and technical aspects have on your organic success and solutions to resolve issues
Unlocking more conversions: Tried-and-true methods to drive the things you care about most—calls, appointments and sales
2025 trends and best practices: Learn what’s new in the SEO world
The value of good content: Understand what Google classifies as “good” content and why it’s invaluable to your website’s success

14MO – 1:30 PM – 2:45 PM

Introduction to Motorization
John MacKenzie, Cronopower, LLC

This session is designed to be a general overview of motorization. The session will cover different power options, motor styles and control types. We will touch on automation and the future of motorization, as well as discuss the benefits of motorization and strategies for effectively selling motorized window treatments.

Learning Outcomes:

Gain a better understanding of motorization in general
Learn about various motor types, power options and control systems
Learn about benefits of motorization and sales strategies needed to effectively sell motorization

15MO – 3:00 PM – 4:15 PM

Close a Sale or Open a Relationship for Life
Kathy Cragg Pace, Window Treatment Marketing Pros

What happens at the end of your design sales appointments? Do clients lean in and buy, or do they hesitate more often than you’d like and say they’ll “think about it and get back to you”? Learn to deliver a transformational experience that will close your sales appointments like your favorite band closes the best concert you’ve ever been to. If you want clients up on their feet, fully engaged, cheering and singing along, this is your training. Modern sales professionals don’t close a sale, they OPEN a relationship for life and create raving fans excited about the transformation and eager to tell their friends about the experience. Kathy will teach you an easy-to-replicate value-building best practice she’s come to call the Live Window Tour done just before you ask for the sale. Incorporate this into your process and sales will grow—and so will your business.

Learning Outcomes:

Learn a best practice to build value, that elusive but necessary part of an elevated sales experience, and see it demonstrated in an easy-to-replicate way
This forehead-slapping “Why didn’t I think of that?” method to improve conversion rates and grow sales will result in more clients confidently purchasing from you

16 MO – 3:00 PM – 4:15 PM

Future Views: Design Trends for 2025 and Beyond
Deb Barrett, Owner, Window Dressings

.1 CEU

Just back from the world’s leading design shows, Deb will share the next wave of silhouettes, patterns, colors and materials for your future window treatments. Looking at 2025 and beyond in this discussion of window covering and design trends, she’ll provide you with actionable inspiration at the window. Deb will open her little black book of secret sources and market finds as she shares new product designs, palettes, patterns, textiles, products, materials and more with her visual presentation through imagery and actual samples to monetize key directions. You’ll walk away understanding the trends that are shaping the next wave of window covering design, the drivers behind purchasing custom and many more aspects of what it takes to work with today’s design client.

Learning Outcomes:

Apply consumer trends and growing markets to your business to match design products and services that appeal to the new wave of consumers in the design process
Define your marketing and positioning messages to attract your ideal client mix
Construct a product and services mix focusing on window treatments to match consumer needs and wants

17MO – 3:00 PM – 4:15PM

Understanding Company Overhead
Michele Williams, Scarlet Thread Consulting

Knowing the overhead burden of a company provides insights into the maintenance and growth strategies of a company. How much does one hour cost for a business to keep the lights on? How much overhead is to be provided by the work of each employee? In this session, you will learn how to calculate your company’s overhead and identify ways to use this information in your decision-making for your firm.

Learning Outcomes:

Learn how to calculate overhead
Learn how to determine cost per minute, hour, day, week, month, etc.
Learn how to use this calculation to benefit your business

18MO – 3:00 PM – 4:15 PM

Time Wasters, Crutches & Myths
Ann Johnson, Sew Easy Windows, LLC

Time wasters are unproductive habits ranging from prior experiences or negative situations. Myths are “rules” we adhere to or biases we bring to our work. Crutches are tools and techniques used to overcome a lack of skill or confidence. They all add time to your day and/or freeze your ability to move forward. Learn to recognize these unproductive elements in your workroom, make necessary changes and enjoy surprising results in efficiency and productivity.

Learning Outcomes:

Learn how even the smallest negative action affects productivity and self-confidence
Analyze your personal biases and make productive changes in your workroom
Build self-confidence as you overcome a fear of mistakes

19MO – 5:30 - 8:00 PM

Palm Paradise Welcome Party

Don your favorite tropical attire to kick off the inaugural night of IWCE with our vibrant annual welcome party! Immerse yourself in an evening of networking with industry peers while savoring delectable cuisine and expertly crafted celebratory cocktails. Revel in the festive atmosphere with live music, exciting giveaways and so much more!

Dress Code: Resort Casual

SEMINAR SCHEDULE:
Tuesday, April 15 – Seminars & Showfloor

1TUSS – 9:00 AM – 12:00 PM

SUPERSESSION

From Likes to Loyalty: Mastering the Art of Social Media Conversations
Katie Creekmore & Katy Enyeart, Creekmore Marketing

Discuss turning social media followers into loyal customers by learning effective engagement tactics, content strategies and conversion techniques that drive sales and build lasting brand relationships.

Learning Outcomes:

Understanding your audience: Identifying who your followers are and segmenting them for targeted marketing
Content that converts: Crafting compelling content that aligns with your brand and encourages followers to act
Engagement strategies: Utilizing interactive features like polls, Q&As and stories to deepen connections
Sales funnels on social media: Creating a seamless journey from awareness to purchase, using strategic calls to action
Analytics and optimization: Tracking conversion rates and refining strategies based on data
Creating back-end ads: How to create ads and push them to your target audience

2TUSS – 9:00 AM – 12 PM

Mastering Soft Treatments: Measurements and Installations
Roger Magalhaes, Trading Up Consulting

This seminar is a deep dive into the art and science of soft treatments, focusing specifically on the crucial stages of measurement and installation. By exploring the technical intricacies and creative possibilities, participants will emerge with the confidence to transform any space into an inviting and functional room. We will discuss roman shades, valances, cornices, draperies and hardware.

Learning Outcomes:

Precision measurement techniques: Understand the essential principles of accurate measurement for soft treatments
Installation proficiency: Acquire hands-on skills for hassle-free installation of soft treatments
Build trust: By understanding the proper terminology, hardware options and systems, you’ll be able to communicate with workrooms and designers with confidence, earning their business

3TU – 9:00 AM– 10:15 AM

Nuts & Bolts of Pricing
Michele Williams, Scarlet Thread Consulting

Pricing is as much art as it is science. Understanding and creating a strategy that allows you not only to price, but to price to make a profit is work worth doing. In this session, you will learn the inputs into your pricing that allow you to choose a model that works for your business profits and processes.

Learning Outcomes:

Learn the inputs to good and fair pricing
Learn how to align pricing strategy with your process
Learn the areas to review for pricing changes

4TU – 9:00 AM – 10:15 AM

Smart Solutions: Harnessing AI in the Custom Window Treatment World
Deb Barrett, Owner, Window Dressing

Discover how artificial intelligence is revolutionizing the world of interior design, with a focus on custom window coverings. Deb will delve into how AI-driven tools can streamline the design process, enhance personalization and elevate customer experiences. This seminar will help demystify AI, introducing tools and strategies that any design pro can implement. We’ll explore and demo the top five AI tools no designer should be without. Follow along in this interactive format as we provide practical demonstrations, equipping you with actionable strategies to integrate AI into your sales and design processes to stay competitive and innovative in the custom window covering market. (P.S. AI helped write this description!)

Learning Outcomes:

Utilize AI in the design process, enhance customization options and improve customer interactions
Execute intelligent fabric selection and design recommendations
Formulate an actionable AI plan for your custom window covering business

5TU – 9:00 AM – 10:15 AM

Reviewing the Latest Advancements in Motorized Window Coverings
O’D McKewan, Master Installer and Product Coach, Window Covering World

This class offers an in-depth review of the latest advancements in motorized window coverings. We will discuss and compare multiple manufacturers and explore new technologies and features, including smart home integration, enhanced automation and energy-efficient solutions. The course will cover recent innovations in design, materials and user interfaces, highlighting how these advancements improve convenience, aesthetics and functionality. We will also examine current trends and emerging technologies shaping the future of motorized window coverings, equipping you with the knowledge to make informed choices and stay ahead in the field.

6TU – 9:00 AM – 10:15 AM

Sell Transformations Not Window Treatments & You’ll Thrive in Design Sales

Kathy Cragg Pace, Window Treatment Marketing Pros

Discover why selling TRANSFORMATIONS rather than window treatments will explode your sales and make your work more fun and meaningful. This lively session by Kathy introduces the Modern Sales Way to master the art of the stretch to connect so you can thrive in design sales. Experience how elevating your business to the noble profession it is changes everything. Learn the science behind where the decision to purchase is really made and how to lead more customers to that place so they buy from you. Discover the most important need to address during a design sales appointment and leave with easy-to-implement action steps and a road map to transformation that will help you put your new knowledge into play. Register early, this popular (and beneficial) course has sold out. Standing room only for the last two years!

Learning Outcomes:

Learn how to get more clients to buy from you: 84% of companies that transition from transactions to a transformative experience report an increase in sales and revenue
Learn how to increase repeat and referral business: 73% of consumers say customer experience leads to loyalty and loyal customers are five times more likely to purchase again and four times more likely to refer a friend
Learn that rising prices need not cause sales slowdowns: American consumers will pay 17% more to purchase from a company with a reputation for excellent customer experience

7TU – 10:30 AM – 11:45 AM

Introduction to Commercial Shading
John MacKenzie, Cronopower, LLC

This session is designed to be a general overview of commercial shading projects and why dealers may consider the commercial market. We will cover different types of commercial projects, strategies for locating jobs and getting bid invites, as well as best practices for estimating, quoting and winning jobs. We will also discuss post-award responsibilities including product submittals, billing, project management and more.

Learning Outcomes:

Gain a better understanding of the commercial shading market
Learn the pros and cons of commercial projects
Learn how to effectively navigate the entire process from bidding to post-job closeouts

8TU – 10:30 AM – 11:45 AM

Pattern Drafting for the Modern Workroom
Ann Johnson, Sew Easy Windows

Every valance design is a combination of small pattern pieces. Ann demonstrates how the drape of fabric and the cut of each pattern piece forms very specific shapes. Learn to identify the pattern pieces, cut to shape and put them together to create a simple empire valance. Manipulating fabric is a custom workroom skill. Reduce your dependence on professional patterns and enjoy the confidence to draft your own designs.

Learning Outcomes:

Identify specific pattern pieces
Learn characteristics of fabric draping and pivot points
Reduce dependence on professional patterns

9TU – 10:30 AM – 11:45 AM

Delivering the Luxury Custom Window Covering Experience 2.0
Deb Barrett, Owner, Window Dressing

.1 CEU

How can we make design the “it” experience? As a luxury purveyor, your challenge is to offer exceptional experiences, engaging clients on a higher level through your brand. This up-to-the-minute presentation will give you the keys to succeed. Gain exceptional insight into what this highly sought-after clientele expects, who they turn to for advice, what products and services they consider valuable and other insider tips. First, we’ll redefine the new luxury WT experience. We’ll discuss the luxury consumer, what they strive for and what it means to your market. Then, through concrete examples, we’ll explore positioning, sourcing and crafting your image as a style maker to the elusive high-end customer. Finally, we’ll finish with sampling, presentation and marketing tips to get that client’s attention.

Learning Outcomes:

Define and discuss the “new luxury WT experience” as it relates to your client’s expectations
Identify the new luxury client’s demographics and psychographics to formulate and position your products and services for that client
Articulate and implement marketing and PR strategies to engage the luxury client and craft an image as a tastemaker to the luxury client

10 TU – 10:30 AM – 11:45 AM

Five Secrets to Make More Money from Leads you Already Have
Madeleine MacRae, CEO and Co-founder, Legacy Leadership Institute

.1 CEU

Are you tired of working super hard to get an appointment and then leaving the appointment empty-handed? Does the rat race of follow-up tire you out and turn you off? Do you feel like you could be successful if only you could get more leads? Join Madeleine and discover how much more you could earn from what you’re already doing by adjusting just a few key things.

Learning Outcomes:

Learn the only three ways you can make more money in your business
Learn the benefits of on-the-spot selling for you AND your customer
Learn the No. 1 most important factor to help you close sales, in the home, WITHOUT being pushy, salesy or resorting to sleazy tactics
Learn a costly mistake that you’re probably making right now … and how to fix it
Find out how you can make more money, find more time and live with way less stress … all with the leads you already have

It is a disservice to walk away from an appointment without securing for your consumer the benefits of your products. You are in their homes to give them solutions they can buy. Help them feel confident and secure in saying yes to you!

11TU – 11:00 AM – 12:15 PM

Panel: Motorization: Insights from Leading Manufacturers & Motorization Experts
O’D McKewan, Master Installer and Product Coach, Window Covering World

Join industry expert, O’D McKewan for an exclusive seminar featuring key industry leaders from major window treatment manufacturers. This event will provide an in-depth look at the latest advancements in motorization technology and updates on cutting-edge solutions that are transforming the home automation landscape with Q&A included.

Attendees will gain valuable insights into new product developments, energy efficiency, smart home integration, and enhanced control options for residential and commercial applications. Whether you’re a designer, retailer or architect, this seminar is your chance to stay ahead of the curve and network with key stakeholders shaping the future of window treatments.

Motorization expert, O’D McKewan will be moderating a panel of manufacturer’s representatives and motorization experts.

12TU – 1:00 PM – 2:00 PM

Redefining Creativity in Design: Insights from Coulisse’s Creative Director
Catharina Idema, Creative Director at Coulisse

SEMINAR SCHEDULE:
Wednesday, April 16 – Seminars & Showfloor

1WESS – 9:00 AM – 12:00 PM

Mastering Motorization
O’D McKewan, Master Installer and Product Coach, Window Covering World

This course will take you to the next level of custom motorization. You’ll learn how to select proper motors and power supplies. You’ll learn different wiring and installation techniques to separate you from your competitors. You’ll learn how to integrate and apply new technology, including smart hubs and voice control.

2WE – 9:00 AM – 10:15 AM

Secrets of the Bespoke Window: The Art & Science of Manipulating Fabric
Deb Barrett, Owner, Window Dressing
Sandra VanSickle, Sew What’s New, LLC

.1 CEU

One of the most rewarding and sometimes frustrating things about the designer/workroom relationship is asking the “impossible.” But collaboration can be a beautiful thing … Join in as Deb and Sandra brainstorm couture window treatments from inspiration to installation while answering the question, “Can you make this?”

They’ll dissect inspiration, discuss the anatomy of soft custom window coverings and divulge some of their secret techniques, methods and processes. We’ll discuss how to specify these techniques, what fabrics each works best with and how to manipulate that fabric you can’t live without to get a fabulous end result. Turn your custom window fashions bespoke in this guide to design, dressmaker-inspired techniques and original and innovative headings. No more boring window treatments here! PLUS, as a registrant of this class, you’ll be able to see these techniques up close and personal in a bonus session at the Artisan Atelier.

3WE – 9:00 AM – 10:15 AM

Winning the Race to Wealth
Vince Nigara, Exciting Windows

This discussion will focus on the REAL competition to your business. Attendees will learn about the three distinct levels in the window treatment marketplace. They’ll learn how to niche their business into two of the most critical segments while avoiding the pitfalls of the last market segment. We’ll discuss the actual destructive power of having a lower price and how consistently lower prices create a job, not a business. We’ll talk about how profits—or the lack of profits—affects your long-term wealth. The course will lay out an actual strategy for niching your business for maximum wealth accumulation.

Learning Outcomes:

Gain a complete understanding of your company’s REAL competition
Learn why a particular pricing strategy is the single most critical component to long-term success
Learn how to set goals for wealth accumulation

4WE – 9:00 AM – 10:15 AM

Knowing the Audience: Why Getting Personal with Your Email Marketing Matters
Carson Carby, Creekmore Marketing

.1 CEU

Craft email content that resonates with your audience using seasonal trends and personalized features. Discover how personalization can boost your email KPIs and lead to better engagement with insight into human preferences and behaviors.

Learning Outcomes:

Growing your audience: Discover effective strategies to attract new followers and keep them engaged, ensuring they stay connected with your brand long-term
Leveraging your personality: Connect with your audience by being yourself and sharing your interests and preferences in home decor
Seasonal and topical relevance: Align your email copy with seasonal content, holiday greetings, updated hours and current trends in home decor to increase engagement and conversions
Data-driven insights: Analyze email performance metrics to gain insight into your customers’ preferences and behavior, then use that data to form marketing strategies, promotions and product offerings

5WE – 9:00 AM – 10:15 AM

Installers Toolbox: Mastering Efficiency & Customer Satisfaction
Roger Magalhaes, Trading Up Consulting

Join Roger, a seasoned professional with years of hands-on experience, as he unveils the secrets to becoming a more efficient and successful installer. Discover the ultimate “survival kit” and say goodbye to time-wasting trips back to the van! Roger will reveal his carefully curated toolkit that covers 90% of installation scenarios, allowing you to complete jobs in record time.

Learning Outcomes:

Learn insider tips and tricks to streamline your workflow, minimize wasted motion and maximize productivity on every jobsite
Discover techniques to leave customers speechless with your professionalism and efficiency, turning them into your biggest advocates and referral sources
Master the art of efficient installations, saving time and boosting your earnings
Create your own customized “survival kit” tailored to your specific installation needs
Learn how to consistently exceed customer expectations, generating a steady stream of referrals
Develop a reputation as the go-to installer in your area, setting yourself apart from the competition

Don’t miss this opportunity to learn from one of the industry’s best and transform your installation business. Whether you’re a seasoned pro looking to refine your skills or a newcomer aiming to start strong, this course is your ticket to installation excellence!

6WE – 10:30 AM – 11:45 AM

Panel: How to Achieve 7-Figure Success: Hear It from Your PEERS
Moderator: Madeleine MacRae, CEO and Co-founder, Legacy Leadership Institute

Have you ever dreamed of getting past your first million or two in annual revenue? Ever wondered if making the big leap into $3, $5, $7 or even $10 million could be something that you could do? If so, this session is for you! Most owners think that if they only solve their leads problem, their business will grow; if they only get the right people in place, their business will grow; if they could just duplicate themselves and their passion for their business, they would finally break through their growth plateau. While leads and people are critical pieces of the puzzle, they aren’t the whole answer. If you want to part of the exclusive 2% of business owners who make the journey beyond the first $1M in annual sales, join growth specialist Madeleine and a panel of your peers to discover exactly what it really takes to make it happen.

7WE – 10:30 AM – 11:45 AM

Building a Comprehensive Digital Marketing Plan to Knock Out the Competition
Carson Carby, Creekmore Marketing

.1 CEU

Learn how to create a robust digital marketing plan by strategically combining online channels like SEO, social media, content marketing and paid advertising to boost your brand’s visibility and effectiveness. This integrated approach ensures that your online presence works cohesively to engage your audience, outperform competitors and drive better returns on your investment. Tailor strategies to your goals and continuously optimize based on performance data for sustainable growth and a competitive edge!

Learning Outcomes:

Integrated strategy for maximum impact: Learn how to strategically combine online channels like SEO, social media, content marketing and paid advertising to create a cohesive digital marketing plan that enhances brand visibility, engages your target audience and drives better ROI
Data-driven optimization: Discover the importance of tailoring your digital marketing strategies to specific goals and continuously optimizing them based on performance data, ensuring sustainable growth and a competitive advantage in your industry
Competitive insight for strategic advantage: Understand how analyzing your competitors’ digital marketing strategies can provide valuable insights. Learn to leverage this knowledge to refine your approach, identify opportunities and maximize your own marketing efforts for a stronger position in the market.

8WE – 10:30 AM – 11:45 AM

Panel: Workrooms on the Rise: Part 2: Expansion & Growth
Moderator Sandra VanSickle
Panelists: Julia Hash, Owner, JSH Designs
Peggy Morgans, Owner, Parkway Window Works
Amy Meinecke, Owner, Window Works Studio
Amy Baradell, Owner, Window Works Studio

Following the success of last year’s panel discussion Workrooms on the Rise, we are excited to present Part 2, where we delve deeper into the journey of successful workroom businesses. In this second installment, our focus will be on expansion and growth. We will explore the motivations behind their decisions to expand and the strategies they employed to achieve this growth. Our panelists will share their experiences forming partnerships, going at it solo, expanding their product base and scaling their workforce. They will also discuss the challenges they encountered along the way, the outcomes of their efforts and the valuable lessons they have learned. Join us for an insightful discussion that promises valuable takeaways for anyone interested in growing a successful workroom business.

9WE – 10:30 AM – 11:45 AM

Runway Window Fashions
David Santiago, Owner and Designer, Casa Santi Interior Design

Join David Santiago of Casa Santi for a lively discussion and presentation of the most important element of every room: the window attire! David will share the dos and don’ts of how to select the perfect treatment and how he convinces his clients to make the unexpected and fabulous choice.

10WE – 1:00 PM – 2:00 PM

Cool & in Control: AERC Ratings for Automation
David Cross, President, AERC, and Director of Business Development, Rollease Acmeda
Steph Harvey, Hunter Douglas, Honeycomb Product Management and Energy Efficiency

FREE (Registration Required)

The Attachments Energy Rating Council’s (AERC’s) goal is to provide consumers and decision makers with credible, relevant and comparable information about window attachments and their performances. Attendees will learn how AERC creates ratings and how to select energy-efficient products for their home using AERC ratings and how automation can increase energy efficiency.

Learning Outcomes:

Learn what an AERC rating is Learn how AERC ratings can help make informed decisions
Learn how window automation improves energy efficiency
Tax Credit opportunities with AERC rated products
AERC Ratings in ASHRAE 90.1 Commercial Building Standards

11WE – 1:30 –2:45 PM

IWCE Designer Picks 2025 and Show Floor Tour
David Santiago, Owner and Designer, Casa Santi Interior Design

At IWCE, there's a lot to see. Our design expert will curate a list of must-see vendors for design inspiration. We will highlight some of the most innovative companies and products that can help you stand out from your competitors. Don't miss out on expert advice from designer and industry ambassador David Santiago.

12WE – 1:30 –2:30 PM

The Perfect Fit: Choosing the Right Window Treatments for Function and Style
Stacy Witecha, Sr. Product Manager

Allie Olson, Director of Sales Training

Sponsored by Graber
FREE (Registration Required)

In this interactive breakout session, attendees will gain insights into choosing the ideal window treatments tailored to both functional needs and aesthetic preferences. Led by industry experts, the session will cover key considerations in balancing functionality and design to enhance any space. Additionally, participants will explore the benefits of layering treatments, understanding how this approach can elevate style while optimizing light control and privacy. Designers attending will earn a Continuing Education Unit credit, deepening their knowledge and enhancing their professional toolkit.

Learning Outcomes:

Understand the key factors in selecting window treatments based on functional needs versus aesthetic goals.
Learn the impact of layering treatments and how it contributes to a space’s ambience, privacy and light management.
Identify practical design strategies to help clients make informed choices that align with their style preferences and functional requirements.

EDUCATION OPPORTUNITIES THAT ELEVATE YOUR BUSINESS AND SKILL

CEU-accredited seminars are now available!

SEMINAR SCHEDULE: Monday, April 14 – Seminar Only

SEMINAR SCHEDULE: Tuesday, April 15 – Seminars & Showfloor

SEMINAR SCHEDULE: Wednesday, April 16 – Seminars & Showfloor

EDUCATION OPPORTUNITIES THAT
ELEVATE YOUR BUSINESS AND SKILL

SEMINAR SCHEDULE:
Monday, April 14 – Seminar Only

SEMINAR SCHEDULE:
Tuesday, April 15 – Seminars & Showfloor

SEMINAR SCHEDULE:
Wednesday, April 16 – Seminars & Showfloor