Marketing Panes

Who makes the safety rules behind the blinds and shades we install every day? In this episode of Marketing Panes, Will Hanke sits down with Ralph Vasami and Craig Addington of the Window Covering Manufacturers Association (WCMA) to discuss how industry safety standards are developed, what's changing in 2027, and what dealers and installers need to know. They cover cord safety, motorized shade compliance, installer liability, and energy efficiency ratings, plus why staying informed matters for every window treatment business.

Gavin is CEO of Louvolite, a fully vertically integrated manufacturer of window covering components, fabrics and shutters. He joined Louvolite as Operations Director in 2021 and was appointed CEO in January 2023. Gavin brings a track record of leadership across manufacturing and Oil & Gas, including as Managing Director of Stevens Ltd, a Hunter Douglas-owned window shading manufacturer, and senior roles at Emerson Process Management. He is known for collaborative, results-driven leadership and a hands-on approach to operational and strategic growth.

Joe Estrada has been the Midwest & Northeast - USA Account Manager for Coulisse for almost 3 years. I’m a dad, husband, and dog dad. In my free time I enjoy golfing, watching my favorite sports teams, learning about business + the stock market, and spending quality time with close friends and family.

Karen Lander is the founder of Drapery Design, a custom window treatments company she built from a one-person home-based workroom into a million-dollar business serving top interior designers and architects nationwide. With over thirty-five years of experience in design, fabrication, and project management, she has worked across multiple business models while consistently growing her company. Today, Karen is focused on sharing her proven systems, templates, and industry insights to help the next generation of window-covering professionals build efficient, profitable businesses.

Ann K. Johnson’s wholesale workroom, Sew Easy Windows LLC, Avon Lake, Ohio, was established in 1992. She is the author of The Professional Workroom Handbook of Swags I & II, and publishes Kitty Stein’s Price Your Work With Confidence! Ann offers private workroom training and consultations. She is a dynamic instructor for seminars and hands-on classes in workroom fabrication, pattern drafting, efficiency and pricing. She is a popular instructor for CWC, IWCE & WCAA.

Anthony Ngucaj is the founder of Skugga Blinds, a custom window treatment company serving both residential and commercial clients. With a focus on clean, modern solutions, he has successfully completed projects ranging from private homes to large-scale commercial installation, including projects with up to 1,000 roller shades.

Adam Culbreath, co-owner of Made in the Shade St. Louis, was raised in Wildwood, Missouri, and graduated from Eureka High School. He developed a passion for soccer early on, which he continues to enjoy today. Adam pursued a degree in finance at Murray State University, where he also strengthened his bond with his brother through shared experiences, including fraternity life. He has a strong sense of adventure, highlighted by studying abroad in Alicante, Spain and traveling to over 20 countries. After college, Adam returned to St. Louis to start a business with his brother, combining his entrepreneurial drive with a deep connection to his hometown.

Lexi Schultz is a co-owner of The Great Curtain Company, a woman-owned, mother-daughter business based in Austin, Texas. With nearly two decades in the custom drapery and window treatment industry, Lexi has built a reputation for blending high-end design with real-world expertise, helping homeowners and designers navigate everything from fabric selection to architectural problem-solving. Known for her candid approach, deep industry knowledge, and concierge-level service, Lexi specializes in custom drapery, shades, and design-driven solutions that elevate how people live in their homes.

Nathan Eldridge is the CEO of Franchise Support Services (FSS), Nathan has leveraged his extensive background in technology and executive management to bring transformative solutions to the industry. His entrepreneurial journey began with the launch of two successful window treatment franchises in Dallas and Houston, where he quickly identified the industry’s need for more efficient and accurate measuring tools.

Ceil DiGuglielmo is the owner of The Curtains and Soft Furnishings Resource Library, the industry’s largest collection of educational resources for Custom Home Furnishings Professionals. She is also the owner of Learn to Choose Window Coverings an online course for window treatment professionals created by Linda Erlam.Ceil has owned a to the trade workroom since 2005.