Explore every episode of the podcast Marketing Panes

Joe Estrada, Account Manager at Coulisse Distribution, serving the Northeast and Midwest regions of the U.S. Joe partners with custom window shade fabricators to deliver innovative, high-quality solutions—especially in smart shading technology through MotionBlinds. With a focus on responsive service, long-term relationships, and empowering trade professionals, Joe helps clients stay competitive in a fast-evolving industry.

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.

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.

Brandon Moss, CEOBrandon Moss is the son of founder Mike Moss and now leads a nearly 50-year-old window treatment business as CEO. He carries forward his father’s commitment to quality and customer service while guiding the company through the changing expectations of today’s Florida homeowners.

Wayne Feltman is an accomplished sales management professional that has built a long-term career with VELUX Skylights, the world’s leading Skylight and Roof Window Manufacturer. Wayne started his career with VELUX as a territory sales representative and served in this capacity for about 4 years before advancing into a District Sales Management role overseeing the Eastern Great Lakes District for more than 20 years and most recently moved into a Business Development Management role responsible for the growth and development of the company’s Skylight Specialist Program across a 15-state area comprised of the greater Midwest.

Graig Weiss brings over 20 years of leadership experience and a people-first mindset that has shaped everything from public schools to personalized service calls. Before entering the window treatment industry, he led Foundation Academies in Trenton, taught in the South Bronx and the Dominican Republic, founded a school in Punta Cana, and consulted with Cambridge Associates.

Joe Estrada, Account Manager at Coulisse Distribution, serving the Northeast and Midwest regions of the U.S. Joe partners with custom window shade fabricators to deliver innovative, high-quality solutions—especially in smart shading technology through MotionBlinds. With a focus on responsive service, long-term relationships, and empowering trade professionals, Joe helps clients stay competitive in a fast-evolving industry.

Will Hanke has two passions: supporting our US veterans and helping window treatment and awning businesses tell their story online – providing them with increased exposure, more customers, and higher revenues. For over twenty-seven years he has helped mom & pops, startups, and multi-million dollar companies with their digital marketing strategies.

Joseph Cloute is the owner of Bumble Bee Blinds of Madison, Wisconsin, bringing over 20 years of customer service and hospitality experience to the window covering industry. Known for his people-first approach, Joseph is passionate about delivering a seamless, worry-free experience from consultation to installation. With a background inspired by his father’s craftsmanship and a deep love for design, he’s committed to quality, integrity, and helping people love where they live. Whether you’re in the window treatment & awning industry, exploring franchise ownership, or just curious about what it takes to build a business from zero, Joseph’s story is packed with insights and inspiration.

Bert’s been in the business for over 20 years, and he’s built something that’s part training center, part network, and part powerhouse support system for people in or entering the blind cleaning space. He has blended his expertise in the fields of education and cleaning to support a growing network of professionally minded blind and drapery cleaners.

Susan Woodcock is an entrepreneur, educator, and one of the most recognizable voices in the custom window treatment world. She owns Home Dec Gal, a to-the-trade workroom, and is the founder of Workroom Tech—the only trade school in the U.S. dedicated to custom home decor sewing professionals. She and her husband also produce the Custom Workroom Conference, an annual gathering that draws passionate small business owners from across the country. Today, we’re diving into her journey, what it takes to train the next generation of fabricators, and why education is more important than ever in our trade.

Randy Meppelink runs a 4th-generation family business based in Michigan that doesn’t just sell machines, they also teach fabrication. Whether it’s building roller shades from scratch, improving your current workflow, or launching new products like outdoor shades, Randy and his team help window treatment pros go from retailer to full-on fabricator. He brings a rare perspective: real-life experience in fabrication and hands-on product knowledge. His facility doubles as a working fabrication space where businesses can test machines, learn the ropes, and get hands-on experience.

In this episode of Marketing Panes, host Will Hanke sits down with Russ Elinson of Arjay’s Window Fashions and Rory McNeil of Shading and Automation Solutions to unpack what’s really happening in the window treatment world as we head into Q3 2025. It’s not all bad news despite economic headwinds, dealers are finding smart, strategic ways to stay profitable. From industry trends to overlooked tools and lead sources, this episode offers real-world insights for professionals navigating a shifting landscape.

Ryan Murray is the owner & CEO of AAA Blind & Shutter Factory in Little River, SC. AAA is a fabricator and dealer of Shutters, Roller Shades and Blinds. Ryan comes from outside the window treatment industry with a diverse background in finance & accounting, sales & marketing and was most recently a General Manager for a large MedTech company. Ryan acquired AAA in 2024 by following the path of ETA (entrepreneurship thru acquisition), and has successfully grown the business 20% in his first year of ownership. Ryan plans to continue to grow AAA organically and inorganically with more acquisitions.

In a recent episode of Marketing Panes, we had the pleasure of sitting down with Mike Stolte, the driving force behind 406 Blinds, Montana’s top-rated window treatment business. Mike’s journey from managing satellite TV installers to leading a thriving local business is a testament to grit, strategic local marketing, and a deep commitment to community. His story is an inspiring example of turning challenges into opportunities.

With over a decade in the window covering industry, Ryan launched Shaded Window Coverings in 2022 to bring his vision to life. Starting as an installer and moving into sales, he quickly mastered the business and took the leap to entrepreneurship. Now, nearly three years later, his company is thriving, recently securing a six-figure project for 1,900 shades in a new apartment complex.

In this episode of Marketing Panes, host Will Hanke interviews Amy Wolff, an award-winning designer and decorator specializing in custom window treatments. Amy shares her journey in the industry, her unique business model as a solopreneur, and her strategies for attracting premium clients. The conversation delves into the importance of personal service, navigating competition, and leveraging marketing strategies, including social media and PR efforts. Amy also discusses trends in the window treatment industry, maintaining business stability, and her aspirations for the future.

In this episode of Marketing Panes, window treatment experts Josh Tycksen (Best Blinds and Sexy Shutters, Arizona) and Vince Sturkie (Best Blinds and Shutters, Carolinas) shared their experiences from 2024 and insights for 2025. The discussion covered market trends, technological adaptations, and strategic business approaches in the window treatment industry.

David has been in the industry since the mid 90s before joining America’s Window Covering Buying Network in 2021. His previous experiences include in-home sales for a local retailer and sales management as well as field sales for national brand suppliers to the industry.

Jessica Harling is a 4th Generation Window Treatment Specialist, founder of Behind the Design, and leading expert in employee and process development for design trade organizations. Behind the Design nurtures top talent through recruiting, onsite and online training, and consults with leadership in streamlining processes that increase productivity and impact the company’s bottom line.

Michele Williams is the dynamic owner of Scarlet Thread Consulting and Metrique Solutions, specializing in empowering creative professionals in the design industry. She offers strategic business coaching and financial analytics, helping interior designers, workrooms, and window covering professionals navigate the complexities of entrepreneurship. Through Scarlet Thread Consulting, Michele provides tailored coaching to achieve financial clarity and operational efficiency. Metrique Solutions offers technology-driven software to optimize pricing strategies and enhance profitability. Michele’s work transforms businesses and inspires growth in the design community.

Georgiana (Georgi) Giese Schwandt, founder of Incredible Windows, hails from central Illinois where she imbibed the values of hard work, compassion, and dedication. A former educator with 28 years of experience across four school districts, Georgi now leads her team in covering thousands of windows in the greater Madison, WI area. Her commitment to serving clients with kindness and respect remains unwavering. Georgi’s vision for Incredible Windows extends beyond just providing quality service; she is actively exploring innovative marketing strategies by renee demichiei farrow to enhance her reach and connect with more clients. By blending her educational background with effective outreach techniques, she aims to create lasting relationships within the community. This holistic approach ensures that her business not only thrives but also fosters a sense of trust and reliability among her clientele.

In this episode of Marketing Panes, host Will Hanke discusses the current state of the window treatment and awning industry with guests Mike Lewis from AAA Awnings and Jessica Harling from Behind the Design. The conversation covers market trends, technology innovations, and hiring challenges in Q4 2024.

Casey Richardson is a Partner & Co-Founder at Craft Agency Group, a white label agency specializing in lead generation Facebook Ads. Focusing on niche agencies working with local service providers, Craft fills a gap in the white label marketplace – offering Facebook Ads at the highest level possible. Casey is known for his data-driven approach and expertise in testing and optimization, making him one of the most sought after strategists in the industry.

LuAnn Nigara is a dynamic media personality, keynote speaker and seasoned entrepreneur, best known as an original founder of Window Works in Livingston, New Jersey, and current co-owner of Exciting Windows. She is the host of the top rated podcast, A Well Designed Business, and the founder of LuAnn Nigara Inc., which supports creative entrepreneurs through live events. Luann University and coaching. Luann’s newest podcast, Window Treatments for Profit, focuses on the custom window treatment industry. She serves on the National Board of the Window Coverings Association of America and regularly contributes to industry publications.

Sandra VanSickle is a respected figure in the window coverings industry, known for her extensive expertise spanning over three decades in custom window treatments. She owns and operates Sew What’s New, LLC, a prominent wholesale studio and training center based in Apex, NC. Sandra excels in creating high-quality window treatments and shares her wealth of knowledge through online courses, hands-on workshops, articles, and speaking engagements.

In the ever-evolving landscape of digital marketing, staying abreast of Google’s algorithm updates is crucial for maintaining and improving your website’s visibility. This September, we delve into the implications of the recent Google Core Update and how it impacts businesses, particularly in the realm of window treatment marketing. The latest adjustments emphasize the importance of high-quality content and user experience, making it essential for businesses to re-evaluate their website offerings.

In this conversation, Will Hanke provides updates on the industry trends and offers tips to offset the decrease in leads. He discusses the current trend of leads being down and attributes it to factors like the economy and the election. He mentions that paid ad costs, particularly on Google ads, are increasing. Will suggests exploring other platforms like Nextdoor and Yelp for advertising. He also talks about the importance of utilizing social media platforms, building a YouTube channel, optimizing Google Business Profile, and sending out monthly newsletters. Additionally, he mentions the benefits of content marketing, purchasing additional content credits, and using the City Blitz system to improve local rankings.

Since his digital debut in 1995, Jonathan Mast has been a visionary in integrating marketing and business operations with AI. Founder of the seven-figure digital marketing agency Valorous Circle, he has collaborated with over 400 clients, demonstrating his ability to scale businesses online through proven marketing strategies. Now at White Beard Strategies, Jonathan focuses on AI prompting mastery, helping professionals save time, increase profits, and deliver exceptional value.

In the latest episode of Marketing Panes, host Will Hanke sits down with Elsa Johnson, a mindset expert and CEO, to explore the crucial role of mindset in achieving business success. Johnson’s journey from the financial world to running a thriving window covering business offers valuable insights for entrepreneurs looking to overcome self-sabotage and unlock their full potential.

Georgiana (Georgi) Giese Schwandt, founder of Incredible Windows, hails from central Illinois where she imbibed the values of hard work, compassion, and dedication. A former educator with 28 years of experience across four school districts, Georgi now leads her team in covering thousands of windows in the greater Madison, WI area.

Kelsey is a second-generation window covering professional with personal experience for nearly 20 years, both in the field as well as in franchise leadership. As the CEO of Bloomin’ Blinds, Kelsey is passionate about the strategic growth and scaling of each franchise business and creating a culture of raving fans. Kelsey leads the corporate franchise team as the example, rather than the exception, and takes pride in a team that interacts like family. Kelsey is committed to ensuring that each franchisee not only meets their business goals but also thrives within the company culture.

Rory McNeil, born in London to Scottish parents, embarked on his journey in the window coverings industry by hand-staining 2″ wood blind slats, when wood slats didn’t come pre-finished in the 70s. As part of the family business based in Scotland, he swiftly progressed to more intricate tasks like stapling roller shade fabrics onto wood rollers. He played a pivotal role in the expansion of Eclipse Blinds in Scotland, eventually establishing its US subsidiary in Miami in 1990, which distributed roller and vertical fabrics. Later, in California, he co-founded TechStyles, introducing innovative products like IllumaSheer, RomaSheer, and pioneering manufacturing techniques.

Anders Hall started with Solar shading back in 1993 as a Sales rep for Hunter Douglas. Managed Project Sales for the last 4 years until 2001 when he joined Somfy Nordic AB as Project Sales Manager. 2014 he moved position to Somfy SA (International) as Int Business Developer.

Renee DeMichiei Farrow is the founder the award-winning business Decorating Details, LLC. Decorating Details is an award-winning, woman-owned, and operated firm specializing in window treatments. The firm grew from a small Pittsburgh-area business to a national company, designing spaces for Fortune 500 companies and more than forty high-end skilled nursing facilities across the country.

Tabitha Beasley started with Greenhouse Fabrics 21 years ago as a customer service representative. She has had the privilege of watching the company grow customers, fabric skus, employees and sales over these past years. In 2019 Greenhouse was able to launch Anna Elisabeth Fabrics to offer more decorative fabrics curated to the designer.

With 10+ years of experience in the custom window covering industry and 20+ years of customer service, Shaded Window Coverings was established. We provide a wide variety of window coverings from multiple manufacturers to suit your specific needs and budget. Not only do we provide a wide variety of window treatments, but we also provide superior customer service from the first time you call, to the time we leave your house after the installation! Our commitment to quality and customer satisfaction is evident in every project we undertake, ensuring that your experience is seamless and enjoyable. Additionally, we leverage innovative marketing strategies by vincent nigara to effectively reach our clients and showcase our diverse offerings. Whether you’re redesigning your space or seeking to enhance its functionality, we’re here to help you every step of the way.

Robin brings 12+ years of experience as an educator, guiding individual instruction and creating and designing personalized learning plans, to her role as Director of Operations at Shazeebo. She oversees every aspect of the business from selling and marketing to training and installation.

Vitalia (Vita) Vygovska is the award-winning author, speaker, business coach, and window treatment specialist. Her company, Vitalia, Inc. Window Treatments, is a comprehensive fabrication, measurement, installation, and project management service. It is a one-stop-shop, expert go-to resource for design firms looking for support with window treatments, upholstery, and related products. In business since 2006, Vita and her team are proud to be experts in their narrow field, providing their clients with superb quality product and excellent communication, all wrapped in tech-driven detailed and meticulous style. Located in greater Philadelphia Area, Vitalia Inc can handle any project nation-wide or around the globe.

Madeleine MacRae is a business and leadership coach who focuses on bringing her clients thought-provoking, practical, usable content that accelerates their implementation and secures their long- and short-term results. She loves the grit and determination of small- to mid-sized business owners and has dedicated her career to helping them and their teams. She believes that effective leadership stems from a deep understanding of both people and processes. By integrating findings such as Vincent Nigara’s marketing panes insights, her coaching sessions empower clients to align their strategies with market trends, ensuring sustainable growth. Madeleine’s holistic approach not only enhances individual performance but also fosters a collaborative culture within organizations.

Vin is a relentless entrepreneur and business developer—and has been since 1978. With his prior experience as VP of Franchise Sales for two prominent industry companies, he brings unparalleled expertise in operations, systems, and finance to everything he does. A former college baseball coach, his passion for teaching has translated into creating an accessible platform for imparting his extensive business acumen to community members of any level.

CEO of Henderson Sewing Machine Co. Inc a provider of Industrial Sewing machines, parts and Automated Systems integration of robotics in sewing. Under his leadership, the company has expanded its product line and embraced innovative solutions to meet the evolving needs of the textile and apparel industries.

Jessica Harling, the owner of Behind the Design specializes in People Operations. From recruiting a perfect fit to training your next rockstar, Jessica’s team crafts the process that will develop employee’s productivity to reach next-level growth. Jessica is a 4th generation window covering specialist and was acknowledged in 2020 by Vision Magazine as the Industry’s “Top 20 Under 40”. With her background in people operations, Jessica and Behind the Design is on a mission to educate, engage, and evolve the design industry while developing a new generation of top talent.

An industry veteran in the window fashions industry, with over 20 years in software technology. He is the CEO and Founder of the company Solatech at High Point, North Carolina. Solatech is a software technology company that focuses on window fashion industry to provide accurate product configuration data for retailers and dealers.

Through her years of experience in the fashion industry, running her home-based workroom, and designing hundreds of window treatments, Kimberly has a gift for styling any window to fit the window’s function and the homeowner’s style. She is a window treatment coach who expertly trains interior designers, decorators, and window covering professionals her process of choosing the most suitable and loveliest window treatments.