“Luxury is in the Details: Building a Seamless Back-End That Reflects Your Brand”

Overview:
You can’t sell a high-end experience with a messy back office. This webinar will help the membership create an internal system that matches the level of excellence they deliver to clients.

Teachings:

The “White Glove Workflow” framework to map out your client journey
How to audit and elevate your handoffs between clients, team members and trades
What the best luxury teams do before the first meeting

Hilaire Martin is a serial entrepreneur, community-builder, and creative business strategist with a deep-rooted passion for elevating women-led businesses in the design and build industries. She is the founder of Raleigh Workup, a niche coworking studio in Raleigh, North Carolina, built specifically for interior designers, builders, and other creative professionals. Through thoughtfully designed space, industry-focused programming, and peer-to-peer support, Raleigh Workup empowers its members—many of them women entrepreneurs—to grow their businesses in an inspiring, resource-rich environment. In addition to her work at Raleigh Workup, Hilaire runs a boutique consulting firm, Four E & Company (named after her four children whose names all start with the letter E) that helps creative entrepreneurs build strategic, brand-aligned businesses with clarity and confidence. With a background shaped by her upbringing in the interior design world and years of experience supporting small businesses, she brings a unique blend of business acumen, empathy, and creative vision to every client engagement. Hilaire is proud to be leading two companies grounded in connection, purpose, and Southern hospitality. Her work centers on redefining entrepreneurship not as a solo journey—but as a shared, community-driven experience where women can thrive, grow, and lead with confidence.

Learn More About Hilaire

Members Sign Up Here

Nonmembers Sign Up Here for $45

Title
Smart Stitches, Sharp Numbers: Real‑World AI for the Workroom

Session Description
A modern workroom must keep projects moving, margins healthy, and clients wowed. Artificial intelligence can help shoulder the load without replacing craftsmanship. In this session we will translate the buzz around AI into practical steps that fit the daily rhythm of drapery and shade production. Learn how automated note apps turn client meetings into searchable task lists, how data‑powered estimators finish quotes while you are still pinning samples, and how predictive analysis can catch margin leaks before they drain profit. We will also explore fast‑track content creation that keeps your brand visible. You will leave with a clear roadmap for introducing AI in a way that respects budget, staff capacity, and the artistry that defines a custom workroom.

Key Takeaways

• Time‑Saving Capture
  AI administration tools that convert conversations into organized action items and timelines.

• Automated Estimation
  AI‑driven models that leverage historical data to streamline the estimation process.

• Profit Pulse
  Financial assistants that surface margin trends and highlight projects veering off budget.

• Rapid Brand Content
  Prompt‑based generators for newsletters, social posts, and proposal text that preserve brand voice while cutting production time.

• Instant Visual Sell‑Thru
  Image‑generation platforms that speed-up the ideation process.

Dustin Hayes is founder of  Hermosa Digital.  A passionate brand builder, speaker, and marketing futurist, Dustin has earned a reputation developing disruptive marketing strategies for Fortune 500 brands and technology startups. A creative at heart, Dustin began his career building content for top media and broadcast networks including MTV, CBS, and HBO. Today, he works alongside business leaders to provide new perspective and direction, helping brands realize and surpass their goals. Learn more about Dustin here.

Nonmembers register here for $45

Members register here

Topic: A behind the scenes look at Hartman & Forbes

Description: Come join us to learn how Hartman & Forbes products are made and customized for your customers needs. They will be sharing the special programs they have for designers and showrooms. Hartman & Forbes is one of WCAA’s most valued Industry Partners.

Members Sign Up Here

Nonmembers Sign Up Here for $45

You’re Invited!

Register for WCAA's Palm Royale

Cocktail Party at IWCE! 

Experience the timeless elegance of WCAA's Palm Royale Cocktail Party at IWCE 2025! 

Join us on Sunday, April 13th, at 6 PM for a vintage Palm Beach-inspired evening hosted by the Window Coverings Association of America and sponsored by Bloomin’ Blinds, Exciting Windows!, Helser Brothers, and Rowley Company. 

Enjoy refreshing cocktails, hors d'oeuvres, and vibrant entertainment while mingling with industry leaders and fellow professionals. This exclusive event is limited to just 100 tickets, so don’t wait to secure your spot! 

Tickets: $20 each 
Venue: Hilton Event Lawn 

Register Here for $20

Join Us on March 26th for our Lunch & Learn Webinar!

Topic: The Power Duo: Why HR & Marketing Are Critical for Small Business Success  

In small businesses, the people behind the brand are just as important as the brand itself. This dynamic session explores the often-overlooked connection between HR and marketing—and why aligning the two is essential for small business success. Kat and Ashleigh from Allora Solutions Group will guide attendees through practical strategies to create a seamless partnership between these two business functions, helping small businesses build stronger teams, better brands, and more efficient operations.

What You'll Learn: 
- How your internal culture directly impacts your external brand perception  
- Why employer branding plays a critical role in attracting top talent and loyal customers  
- Actionable tips to boost employee engagement 
- Time-saving methods to delegate, automate, and outsource HR and marketing tasks  

Key Takeaway: A thriving small business happens when the people behind the brand and the message in front of the brand work together. Let Allora Solutions Group show you how to bridge the gap.

Learn More About This Team!

Nonmembers Register Here for $45

Members Register Here

Title: Maximizing Your WCAA Membership with WCAA Executive Director

Summary: Start the new year by unlocking the full potential of your WCAA membership! Join Executive Director Renee Gurganus for our January Lunch & Learn as she walks you through the incredible benefits available to members and answers your individual questions. Whether you're a new member or a long-time supporter, this session will provide valuable insights and tips to make the most of your WCAA experience. Don't miss this opportunity to connect, learn, and kick off 2025 on the right foot!

This webinar is free to everyone! Register here!