Roger Magalhaes shared their story and experiences with us recently and you can find our conversation below.
Roger, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What battle are you avoiding?
I’m avoiding the battle of having to justify why I still do things the “old school” way — you know, like calling people instead of DM’ing them, shaking hands instead of sending emojis, and building a business the slow, sweaty, in-person way.
These days, if you’re not broadcasting every move on social media, people think you’ve disappeared or retired. Meanwhile, I’m over here quietly doing the work, solving problems, and building real relationships — without filters, trending sounds, or TikTok dances (you’re welcome, world).
I’m not against technology. I use it when it serves me — not the other way around. But I refuse to treat my life like a reality show just to prove I’m doing something worthwhile. So yes, I’m flying low… but trust me, the plane’s still moving fast and the mission is very much in progress.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Roger Magalhães — born and raised in Brazil, built a business in Boston, and in 2023, made the move to South Tampa in search of palm trees and new opportunities (and let’s be honest, fewer snowstorms).
I’m the founder of Shades In Place Inc., a company known for turning “naked windows” into well-dressed showstoppers. I started as an installer over 20 years ago, and that hands-on foundation still drives how I operate today. I don’t just talk about quality — I install it, fix it, and teach others how to do it right.
I’m also a national trainer, speaker, and recently became a partner at BlindsOnline.com, where we make it easier for homeowners across the country to order great-looking window treatments without getting lost in a sea of choices.
And because I clearly don’t like free time, I’m currently writing a book called Courage Attracts Luck — a mix of real-life stories, business lessons, and the gritty, funny, sometimes messy truth behind chasing the American Dream with a Brazilian accent and a toolbox.
I believe in old-school values, modern solutions, and doing great work without having to shout about it on every social platform. But when I do speak, I like to make it count.
Okay, so here’s a deep one: What was your earliest memory of feeling powerful?
I was about six-seven years old in São Paulo (Brazil), turning our living room into a full-blown garbage route. While other kids played superheroes, I was reenacting trash pickup with the focus of a man three times my age. Pillows became trash piles. I was the “lixeiro” — the garbage man — and in my eyes, that was power. They hustled, they moved fast, and everyone on the street respected their rhythm.
Later, I’d pretend to be a stockbroker — yelling into a fake phone, buying and selling imaginary shares. I didn’t understand the market, but I understood presence. Confidence. Control.
I never became a garbage man or a Wall Street trader — but those childhood daydreams taught me how to work with my hands, think with my head, and move through life with purpose. That blend of street hustle and strategic thinking? It still drives me today.
What have been the defining wounds of your life—and how have you healed them?
Growing up, I saw my mom stretch every penny with fierce discipline while my dad spent without a plan. That taught me to chase security through control and hard work — but I ended up postponing joy, thinking happiness was a reward for later.
The turning point came when my mom told me she no longer had the health to enjoy the things we dreamed of. That hit me like a punch. I realized life isn’t just about grinding for the future — it’s about living now.
So I made changes: moved to Tampa, embraced balance, and started making space for joy alongside hustle. Healing meant learning that success without happiness isn’t really success.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a cultural value you protect at all costs?
The truth. Always. I’d rather tell someone the honest, sometimes uncomfortable truth and lose a sale than say what they want to hear just to make a quick buck. Short-term gain is never worth long-term damage to your credibility. In my world, trust is the real currency—and once that’s gone, no discount or charm can buy it back. Truth might sting in the moment, but it builds something much more valuable: respect, loyalty, and a reputation that actually lasts.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What do you think people will most misunderstand about your legacy?
That everything just happened naturally—that success just showed up at my door. What most people don’t see are the 14-hour days, the weekends sacrificed, the miles driven to meet one more client, the emails answered on holidays, or the office work done while everyone else is relaxing. To the outside, it may look like I got lucky or that things just flowed. But the truth is, it took relentless effort, hard choices, and a lot of behind-the-scenes hustle. Luck may have knocked once or twice—but I was already up, working.
Contact Info:
- Website: https://shadesinplace.com
- Instagram: @shadesinplace
- Linkedin: @rogermagalhaes
- Facebook: @shadesinplace
