Window Fashion VISION

Rowley Supports Reenvisioned Workroom Central at IWCE


October 29, 2019

Contact: Grace McNamara

(651) 330-0574

Rowley Supports Reenvisioned Workroom Central at IWCE

The manufacturer and international distributor of home décor products plans significant investment in the world’s largest window coverings exhibition and educational event

St. Paul, MN—Rowley Company, a manufacturer and international distributor of home décor products, will be the main sponsor of the Workroom Central section of the International Window Coverings Expo (IWCE), taking place in Charlotte from March 25 to 27.

Workroom Central, formerly known as the Construction Zone, is a hands-on educational area within the larger event. Manufacturers of custom draperies, roman shades and other soft goods, which are typically referred to as workrooms, can attend free seminars within the space to learn new skills and educate themselves about current industry trends.

Rowley is an existing sponsor of the Window Fashion Artisan Project, which gives selected window fashion professionals an opportunity to fabricate a highly creative treatment outside the bounds of their normal work. The company also plans to sponsor two new activities in the space. For the Design to Install portion of the Artisan Project, a complete window treatment will be fabricated and installed so that people can watch the process from start to finish. For the Pillow Contest, designers will craft pillows for display during the show. A panel of judges will choose three winners, each of whom will receive a small cash prize. The pillows will be auctioned off to raise money for charity.

The Design to Install artisan and the winner of the Pillow Contest will be showcased in one of Rowley’s 2020 Roomscapes. They will also be featured in the associated marketing and social media campaigns.

“Rowley is excited to be involved in the Design to Install and Pillow Contest event within Workroom Central this year because it allows us to collaborate with the artisans that use our products on a daily basis to craft custom window treatments, upholstery and accessories for the home,” said Mikala Moller, director of marketing for Rowley. “Together, we are designing a platform to showcase the creativity, technique and impeccable detail that go into creating innovative products and beautiful interiors. We are thrilled to be able to highlight the talented workrooms, designers and installers who are redefining custom and elevating our industry.”

These new activities are just one part of the changes coming to Workroom Central, which continues to be one of the most popular features at IWCE. In addition to its new name and the new contests, the area will host an educational panel led by installers for the first time. At the opening night reception, professionals will talk about their key role in the window coverings industry and answer questions. In addition, many presentations throughout the three-day event will be livestreamed, giving those who can’t attend a way to learn new things.

“We are thrilled to have Rowley’s support for this pivotal area in this year of transition,” said Grace McNamara, IWCE owner and producer. “Both of us understand the importance of workrooms in our industry. It is with great pleasure that we continue to host the newly revised Workroom Central. We are also excited and grateful to Sandra VanSickle and her husband Ken for taking a leadership role on this important project.”

After 10 years under the tutelage of another organizer, Sandra VanSickle is taking the reins. VanSickle is the owner of Sew What’s New LLC, a wholesale custom window treatment and soft home furnishings workroom and training center in Apex, NC. Ken VanSickle is a window treatment installer and will oversee activities geared toward installers at the event.

“I chose the name Workroom Central because I felt that, within our industry, the workroom is basically the center,” explained Sandra VanSickle. “Designers start the process by meeting with clients to understand their needs, and then all of the work to be done comes into the workroom. We do the fabrication of window treatments, reupholstered furniture, slipcovers, comforters and pillows, and many other elements.” In addition to reflecting the importance of workroom professionals, the name is a nod to the key role that Workroom Central plays in the Expo’s educational mission.

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About the International Window Coverings Expo: The International Window Coverings Expo is the only trade show and conference targeted to window covering professionals in North America. Thousands of U.S. and international visitors and buyers come for the latest products, technology and education in window coverings, as well as home décor products and accessories. The event also provides educational and networking opportunities for industry professionals. Learn more at

About Rowley Company: Rowley Company is a leading manufacturer and international distributor of home décor products that incorporate value-added services and solutions designed for our professional trade partners. Since 1962, Rowley has supported interior designers, drapery and upholstery workrooms and installers with the tools and supplies they need to grow their businesses. Our vast portfolio offers over 15,000 products available for same-day delivery and is used worldwide in window covering design, fabrication and installation, quilting and upholstery. Learn more at

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