Roger Magalhães
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Roger Magalhães

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Roger Magalhães is a Brazilian-born entrepreneur, educator, and respected voice in the window-coverings industry who built his career from the ground up through steady leadership, practical wisdom, and an unwavering belief in honest communication.

As the founder of Shades In Place Inc. and the creator of Trading Up Consulting, Roger helps installers, dealers, and business owners grow with confidence, strengthen relationships, and build trust that lasts. His work centers on a simple conviction: Storytelling isn’t a soft skill—it’s how people connect, how teams form, and how leaders earn the right to be heard.

Over the last two decades, Roger has combined artisanship, marketing insight, and straight-talk guidance to support professionals across the industry. He has served as past president of the Window Covering Association of America and has contributed to magazines, blogs, podcasts, workshops, and national events. In 2022, he received the Immigrant Entrepreneur Award for Outstanding Business Growth from The Immigrant Learning Center.

Born in São Paulo, Brazil, Roger moved to the United States in 2000. In 2006 after shadowing his cousin for one weekend, he launched what would become his lifelong business—proof that one small decision can change the trajectory of a life.

Today, Roger continues building, investing, writing, and sharing the lessons he learns along the way.
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