“People tend to do the same thing over and over without realizing there’s a better solution, even when the solution is obvious. I was one of those people. Before founding J Geiger, I was designing complex home automation systems — attempting to hide ugly wires and screws like everyone else. In 2011, I started searching for shade pocket alternatives,” says James Geiger, Founder, J Geiger Shading. “Nothing really existed, so I decided to fill the void. In 2012, I designed an industry-first — sleek, circular shade brackets without visible wires or screws.”
Early J Geiger Systems were constructed entirely on-site. The look and precision became wildly popular in markets like NYC and Beverly Hills, where the complexities associated with perfection could be easily afforded.
“But there was a downside. Installation was taxing … for me and for our dealers,” says Geiger. “While in quarantine, something clicked. Maybe my time at home inspired me to spend less time on job sites. Whatever the case, we designed and launched our first quick-install collection last year.”
Inception Shades nail the “J Geiger look” with a fraction of the effort. Someone can install a wire-free Inception Shade in about two minutes, and the wired version doesn’t take much longer.
“Before J Geiger, I was living on job sites — perpetually ‘in the weeds’ with too much work and too little time. Shades were supposed to break that cycle, but my first shades were as complex as a high-end AV install. Inception Shades change that — delivering an industry-leading aesthetic in record-breaking time to keep your team out of the weeds and maximize your bottom line. I hope Inception becomes your go-to shading product. You’re going to love having free time,” he adds.
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