About Roger

Shades IN Place, a leading window treatment service business, opened a new location on the West Coast of Florida. Our founder Brazilian-born, Roger Magalhaes, and the team are excited to bring our commitment to excellence, attention to detail, and personalized service to the Tampa Bay area.

Since opening our first location in the greater Boston in 2006, Shades IN Place has grown into a successful business with over 800+ 5-star reviews. We owe this success to Roger, who immigrated to this country with nothing but a dream and a drive to succeed. Through his dedication to exceeding customers expectations, Roger has become one of the most sought-after entrepreneurs in the window treatment and installation business in the country.

Realizing there are no formal schools to train and educate the window treatment installation trade, Roger wanted to share his knowledge and expertise with others in the industry as well as with newcomers. In 2020, he founded Trading Up Consulting as a way to give back to the industry, that he loves so much.

Our new location will allow us to serve even more customers while maintaining the same high-quality and personalized service that we are known for. We look forward to serving you in Tampa and surrounding areas including St. Pete and Clearwater.

From Cold Gray To Warm Sunshine

After two decades of long days and hard work, in the winter of 2023 my wife Ana and I decided to “slow down” a bit. In a matter of two months, we sold our house in Hopkinton, MA, and decided to open a second office in Tampa, Florida.

Loaded with zesty Brazilian personalities, entrepreneurial mindsets, and willingness to take risks, we are confident that with our previous experiences and connections, we’ll be able to replicate our success story in the sunshine state.

Follow our travels, starting a business, new location, and funny mishaps along the way through the Blind Audacity blog.