Why TraVerse?

Almost every week since we launched this company, we have at least one person ask “Why TraVerse?” They don’t mean “why should we do business with your company”, but more like “why did you name it “TraVerse” in the first place?”

We could have picked any name we wanted. Even, William Shakespeare once asked, “What’s in a name? That which we call a rose by any other name would smell as sweet.”

So here’s the why behind “TraVerse.” Being in the window treatment industry, one of the first things that you will learn how to install is a “traverse” rod. If you don’t know, a traverse rod is a plain or decorative rod that uses a baton or an internal cord mechanism that allows you to draw (or pull) your curtains open and closed.

The actual word “traverse” (pronounced truh-vurs) has a couple of definitions. When it is used as a verb, it means “to travel across or through.” When used as a noun, it can refer to a “zigzag course followed by a ship because winds or currents prevent it from sailing directly toward its destination.” Both of these definitions apply to my career in this industry. It has been an interesting journey but it hasn’t always been a straight line that I have followed. It has zigged and zagged and there have been hills to climb and valleys to cross.

TraVerse Enterprises is not even the first business that I started. Technically, it’s not even the 2nd business I’ve ever owned. In reality, this company is the culmination of a 20-year career in the window treatment industry. It has become the umbrella under which all of my past endeavors reside and where all of my future endeavors will be nurtured.

The first time I used the name TraVerse was way back in 2012 for a window coverings blog that I started. I kept the name and the basic logo when I launched this new company as an homage to my past. I could have called it almost anything, I could have just restructured my previous company and not changed the name at all. However, to me, it just seemed like, in order for me to accomplish what I wanted to accomplish, I needed more than just a restructure. I needed to do a complete reset. And so, TraVerse Enterprises was born.

To those that were with me during the first 20 years, I want to say thanks and to everyone else, I hope you will take this journey with me as we zigzag the next 20 years. 

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