
Why Is Drapery So Expensive And Everything Else You Wanted To Know About Window Treatments, With Everhem CEO Haley Weidenbaum
The article delves into the intricacies of window treatments, particularly drapery, and addresses why they are often perceived as expensive. It features insights from Haley Weidenbaum, CEO of Everhem, a direct-to-consumer (DTC) company aiming to simplify and make custom window treatments more affordable. Weidenbaum, an interior designer with a decade of experience, established Everhem after recognizing the recurring challenges clients faced with window coverings. Her platform is designed to guide homeowners through the selection and measurement process, providing custom-made products within 15 business days, complete with installation hardware and instructions.
Weidenbaum emphasizes the fundamental importance of window treatments, highlighting three key reasons: economy, privacy, and decor elevation. Economically, window treatments act as insulators, preventing heat and sunlight from entering during summer and trapping warmth in winter, thereby extending the lifespan of furniture and flooring and reducing energy bills. For privacy, they create a necessary barrier between personal spaces and the outside world. Aesthetically, window treatments frame windows, making them appear more grand, and introduce softness and warmth to a room, transforming an empty space into an inviting one.
Regarding pricing, Weidenbaum explains that the primary factors are materials and labor. Everhem achieves competitive pricing by purchasing high-quality fabrics like linen and woven woods in bulk and wholesale. This cost-saving on materials allows them to invest in skilled labor for handmade drapery, shades, and hardware in California. Operating entirely online significantly reduces overhead costs, a saving that is passed on to customers. Budgeting for window treatments depends on the number and size of windows, with drapery typically being more expensive than Roman shades or woven woods due to the larger quantity of fabric required. A general guideline for Everhem's products suggests approximately $1,500 per window for drapery and $750 per window for shades, acknowledging that actual costs vary based on size and materials. Weidenbaum stresses that window treatments are an investment expected to last at least 10 years and can enhance a home's resale value.
For those new to window treatments, Everhem focuses on timeless options, predominantly neutral colors such as whites, off-whites, beiges, and grays, and natural materials like 100% linen, linen blends, cotton, bamboo, reeds, and grasses. The company avoids elaborate patterns, believing that window treatments should complement rather than dominate a home's decor. This curated selection minimizes the risk of design mistakes for customers. The article also provides detailed advice on measuring for drapery, covering aspects like total window width, stack-back width (the space drapes occupy when open), length from window top to floor, and mounting height. It recommends adding approximately eight inches of stack to each side of the window and setting the mounting height roughly halfway between the top of the window and the ceiling. Everhem offers free virtual design consultations to assist customers with measuring and design decisions.
The pandemic significantly impacted Everhem's business. Initially, the company faced potential shutdowns and consumer capital conservation. In response, they offered a steep discount and pledged charitable donations, a strategy that helped sustain them. As people spent more time at home, there was a noticeable surge in home improvement projects, leading to a continuous increase in orders, contributing to a over 7% rise in the US goods economy compared to the previous year. Looking ahead, Everhem plans to expand its trade program for interior designers, hire more employees, and introduce new features and options in 2021, including motorized shades, based on designer feedback. The company is also working on a partnership to simplify measuring and installation for customers.
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