Immigrant Entrepreneur Award in
Outstanding Business Growth

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 Award 2022 - 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.

Listen to how this entrepreneur got started.

Roger's Story
The Beginnings of an Entrepreneur


Roger holds numerous certifications from various leading product lines and proprietary installation techniques. He is a regular columnist for Window Fashion Vision Magazine, and a national presenter/speaker. Additionally, he has been a member of WCAA (Window Coverings Association of America) since 2006, and currently, he holds the position as national president.

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