Celebrating 10 Years of Exquisite Window Treatments: Oscar and Elda’s Journey

Drapes and Shades Custom Window Designs is celebrating its 10th anniversary. This milestone offers an incredible opportunity to reflect on its journey from a side hustle to a thriving window treatment business.

From Garage to Growth

Ten years ago, when Oscar Morales’ wife, Elda, began making decorative pillows in their two-car garage, they never dreamed this endeavor would become a lucrative business. “We just thought it would be something to supplement our income,” Oscar said of their modest goal.

Fast forward to the present, and Drapes and Shades Custom Window Designs boasts 4,000 square feet of workroom, showroom, and offices, about 18 employees (in-house and contract), a diverse and growing clientele, and a 4.9 Google rating. 

Simply put, this side hustle became a thriving family business and a significant source of income, contributing to the local economy and providing employment opportunities.

When Oscar, the family’s breadwinner, was cut from his sales director position in 2018, he received a generous severance package. He wasn’t sure what they would do when this money ran out, but he said, “God had other plans.”

Those plans quickly started taking shape as, in 2021, an increase in demand forced them to move the business from their garage to a space to meet their growing production needs. 

Google, God, and Good Reviews

But how did they manage this exponential growth in so few years? Oscar’s explanation is simple: “Google and God.” 

He acknowledges all they bring to the table with Elda’s product knowledge and inviting personality, as well as his shrewd business sense and dedication to client satisfaction. But he knows without their genuine faith and smart marketing, it would not have materialized the way it has.

“Every time we were going to do one of those jobs, we prayed about it first, then we did it. We just kept on getting orders,” said Oscar.

He also credits Google for driving traffic to his store. “Most of our customers come from our Google Business Profile.” A few years ago, brand marketing and web design expert and friend Karen Vick encouraged Oscar to invest in a new website and optimize the company’s Google Business Profile. That decision was the catalyst for the significant growth the company needed.

“Karen is responsible, in great part, for the traffic that comes through Google,” Oscar said. “Most of our sales come from what they see in Google Business, and over time, we have seen an increase in the number of designers coming in for repeat orders.”

Another reason for the increase is that they get good client reviews, earning them a 4.9 rating. Oscar is ecstatic about the excellent rating because they and their employees work hard to please their customers.

Customer Satisfaction Is Serious Business

 “We’re involved from beginning to end,” said Oscar. Elda is the consultant who first meets with clients to discuss their needs and create a window treatment solution. Then, she makes sure the workroom manufacturers maintain the correct standard. Oscar is hands-on and ensures the installers do the best job possible for their clients.

While the company does exceptional work—as customers say in almost all the reviews—there are rare occasions when they have missed the mark. However, how a company handles a dissatisfied customer can make all the difference in leaving a lasting positive or negative impression.

Oscar shared a memorable instance of a dissatisfied client whose motorized shades for his Airbnb property were too short. The customer was very upset about the faux pas and responded as such. Oscar convinced him to let them rectify the situation. They stuck it out, corrected the issue, and even went the extra mile by giving him a custom gift. “He apologized for his outburst and gave us a good rating,” Oscar said of the client. The incident allowed them to showcase their integrity and commitment to excellence.

As the company expands, Oscar and Elda face some new challenges. “For example,” Oscar said, "we want to get involved with all the customers, but the more we grow, the harder it is.”

Embracing Innovation and Smart Technology

“Everyone has had to learn and adapt
or get left behind if they don’t.” - Oscar 

One of the greatest barriers to growth in a business is the fear of embracing innovation and making meaningful changes to drive a company forward. Luckily, Oscar and Elda are not afflicted with such limitations. They have taken bold steps to propel Drapes and Shades into the future by creating tools and implementing ideas to help them streamline production and maintain quality control.

Custom Drapes and motorization in action.

Oscar’s engineering background afforded him mastery of streamlining processes. The company has even designed software that follows a job from start to finish, recording everything from exact measurements to the seamstress who sewed the product. It produces a labeling or “birth certificate” affixed to each piece, effectively personalizing it. However, this system does more than that; it reduces production time and increases quality control.

“It makes it clear for the installers which treatment goes with which window and helps the seamstresses understand what they are doing. And, because their name is attached to the product, it inspires them to do the best job. They “own” the products they are manufacturing,” Oscar said.

The demand for motorization has played an essential role in Oscar and Elda's product offerings. The company, which began with cushions and pillows, now offers various window treatments and attributes 40% of its sales to motorized products, some of which are compatible with smart technology. They’ve had to learn and implement these tools to keep up with the market. 

“We also recently adopted a software called Housecall Pro. This software allows the customer to input all their information. It sets up our scheduling, sends emails and email reminders, and keeps customers informed every step of the way. Now, when we take photos of all our jobs, we can upload them in one place. It helped us a lot. It streamlines our process and allows less room for error,” Oscar said.

Looking Ahead: More Production, Retirement, and A Lasting Legacy

Building on the success of the last 10 years, Oscar and Elda are looking forward to advancing to an even more efficient and profitable business. They’re exploring investments in special automated sewing machines that do not require actual seamstresses, who are challenging to find. With the machines, he said, “We can have a better output in terms of quality and time to double production.”

As Oscar reflected on the decade of Drapes and Shades, he realized some things he wished he had known initially. “In the beginning, we were just winging it. Now, we have it down to a science, which gives us peace of mind.”

Reaching a 10-year milestone is not something Oscar takes lightly. “When we drive down Ocean Drive, we can see all the buildings we’ve installed. Recently, we did an installation in Boynton Beach in a luxury community, and as we drove through, we were just pointing out how many homes we have done there. It blows me away,” he exclaimed.

He is also grateful that the business gives him and Elda an asset they can rely on to retire. “We’re hoping we can sit back and enjoy our old age,” Oscar said. They wish to step back from the day-to-day operations within the next 10 years and, hopefully, pass the business down to one of their children. 

Oscar’s voice is a source of pride when he speaks of the business. “Our slogan is Exquisite Window Treatment. We manufacture and supply them. They’re beautiful. They’re custom. They’re exquisite,” he said.

Celebrate With Us and Save!

We offer free consultations! Call us at (954) 289-3311. Or explore our exquisite range of window treatment colors at our Lakeview Plaza showroom, located just south of West McNab Road on NW 31st Avenue (Close to Fort Lauderdale Executive Airport and Calvary Chapel). Visit us and see the difference firsthand!