A True Entrepreneur

When it comes to the window treatment installation business, Roger is a true entrepreneur. He has launched two successful businesses and has developed a name for himself by driving the professionalism and quality of those who want to make a career for themselves as installers. Brazilian-born, Roger, whose given name is Rogerio, likes to say he approaches his business with a bit of zesty Brazilian sauce. His meticulous attention to detail and work ethic is evident in his 700+ 5-star client reviews. Most recently he was named Immigrant Entrepreneur of the Year 2021 – Outstanding Business Growth by The Immigrant Learning Center.

When starting Shades IN Place in 2006, Roger put in a lot of blood, sweat, and tears. At the same time, he paid close attention to the details of his clients’ needs, realizing that being successful is about more than just the installation. “You need a delicate touch, be mindful of how you represent yourself and a willingness to go above and beyond to find the right solution”. This was key in what quickly turned Roger into one of the most sought-after installers. Over the years, he sharpened his skills by going through the ‘school of hard knocks’. Roger took note of the correct ways of doing things and learning from mistakes along the way. He has now taken all this accumulated knowledge and has launched his second business, Trading Up Consulting.

Roger sees Trading Up Consulting as an opportunity to give back to the profession that has brought him prosperity. “Trading Up Consulting has been developed so everyone who wants to be successful at this business can.” Roger has already gone through the do’s, don’t and must haves so those newer to the industry have a greater chance of success. “There was a need in the industry for education and standards, and it needed someone with years of experience to bring it to the forefront and develop it.”

Roger is both technically inclined yet truly understands the business particularly from a marketing perspective. He is also a gifted teacher. His many podcasts, seminars, articles, and blogs have become extremely popular and have motivated his many peers in the industry.

Since there is no school that teaches window treatment installation, Roger has taken it upon himself to organize a collection of materials that he continues to develop for the Trading Up Academy (an arm of Trading Up Consulting) training modules.

With Roger’s guidance, education, and training, many new and experienced window treatment installers can now avoid what could have been a frustrating experience. Those who work with Roger will gain the confidence, knowledge, and edge they need not only to succeed but to thrive.

Striving For Excellence

To date, Roger has developed an impeccable reputation for excellence in the industry, and he is regularly recognized by several industry leaders across the country.

He currently holds several certifications for various leading product lines such as Hunter Douglas, Somfy, Norman Shutters, Lutron and proprietary installation techniques. Roger also attended the Custom Home Furnishing Academy for drapery and soft treatments techniques.

Roger joined the WCAA (Window Coverings Association of America) where he gained important insight about industry standards. Additionally, he learned “best business practices” including how to become a better business person and how to better serve his clients. Roger will be the first to tell you that running a business is a continuous learning process which he greatly enjoys.

Roger is a regular columnist for Window Fashion VISION magazine, a presenter at the International Window Coverings Expo and the installation instructor for the Window Fashion Certified Professional FastTRACK program.

In  2014 he created a to the trade group on Facebook called Free Speech Window Covering Pros (currently 800+ members) where dealers, installers and designers from all over the world (US, Canada, UK, and Australia) constantly share information, advice, and suggestions to enhance our practices as business owners and professionals.

Going forward, Roger continues to be committed to always providing the absolute best products & services to his long list of satisfied clients. He welcomes you to join the list! 

To date Shades In Place has over 500+ five star reviews from its growing list of very satisfied clients.

Our Clients Are Proud Homeowners

We understand that you’ve worked hard to buy and care for your home, that you are very proud of it, and that you want to live and entertain in an environment that is warm, cozy & welcoming.

Whether you’re looking for curtains, draperies, blinds, shades, plantation shutters or any other kind of custom window treatment, our extensive knowledge and friendly approach will make it easy for you to get exactly what you want.  And, you can rest assured that we’ll get it right the first time!

Our Clients Are Workrooms & Fabricators

To successfully own and operate a business, you have to find the perfect balance between doing what you do best and getting others to help you do the rest in a way that makes sense and pleases your clients.

At Shades In Place, we understand that many of our commercial accounts are small workrooms which are far too busy making beautiful window treatments to worry about installing them.

After all, you only get one chance to put the mounting brackets in the right place the first time!

We are committed to helping you “shine in your customer’s eyes” by providing you impeccable, stress-free measuring and installation services. We serve as the “local branch” for several fabricators across the country that have their representatives selling and bidding on jobs in the Boston area.

Our Clients Are Designers, Architects & Contractors

It goes without saying that Designers, Architects, Contractors and Property Managers are responsible for overseeing hundreds of details for each project they tackle.

When it’s important for you to “get it done right the first time,” Shades In Place, is the perfect solution for making your window treatment story have a stress-free, successful happy ending.

We will measure, supply, install and service all the necessary window coverings on your behalf while you’re busy doing what you do best.

The only task you have is to tell us your vision and we will make it happen from there!

Read Our Reviews

  Reviews for Shades In Place Inc.

463 customer reviews

Average rating:5

  They were...
I hired Shades In Place Inc. to install shades on my two...
by Nancy E on 10/19/2023
  I was provided...
I wanted to get some blinds for the skylight in my master...
by Rachel C on 10/16/2023
  Absolutely great...
Roger was wonderful to work with! Timely and approachable...
by Rachel C on 10/09/2023
More Verified Reviews

In The Press

In January, WF VISION Magazine named Roger a Top Window Fashion Influencer of 2020.  This award is a reflection of Roger’s commitment to sharing his journey through social media and other channels. Roger is the first installer in the industry to receive this recognition.


Since I am so active in the industry, I come across some great referrals. While I cannot guarantee the quality of work, product or service they provide, I believe they will meet or exceed your expectation. The only reason my company is successful is because these professionals provide products and services that assist me. These are small business owners with families in our local communities –  just like you and me. These people understand value and hard earned money and they will help you and your business reach new heights with their great knowledge and outstanding products and services. Please consider this an introduction and when contacting them make sure to mention my name. Best of luck!

Roger Magalhaes

Michael Katz
Chief Penguin
Marketing for Solo Professionals
One Ash Street, Hopkinton, MA 01748
Blue Penguin Development, Inc.
Email Michael