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Meet Roger

I was born in Sao Paulo, Brazil. There, I studied robotics in tech school before moving to America in 2000. Here I worked in a car wash and drove trucks before opening Shades In Place Inc. in 2006 as a home base business.

In 2009 I moved my company into a commercial space in Franklin, MA, and “The Shades In Place Studio” came to life. Currently, Shades In Place has over 500+ 5 star reviews from very satisfied clients.

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

I am a member of WCAA (Window Coverings Association of America) since 2006 where I gained important insights about industry standards. Currently, I hold a position in the National Board of Directors as a Director at Large.

In  2014 I created a to the trade group on Facebook called Free Speech Window Covering Pros (currently 900+ 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.

In 2020 I was named one of seven Top Window Fashion Influencers by Window Fashion Vision Magazine.

I am 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 September of 2020, I founded  Trading Up Consulting LLC. The goal is to offer installation training and business coaching to people already in the window treatment industry, as well as newcomers looking for an edge to succeed

I am married to Ana since 2012. We love tent camping while on vacation. Some things not many people know about me: I once fell 30 feet from a roof and I also have drowned twice. Like a cat, I have nine lives too!