We’re proud to share that Jamie Friedlander and Natalie Lockwood have been named in Window Fashion Vision’s 40 Under 40 Class of 2025! This honor recognizes emerging leaders who are driving innovations in design, technology, sustainability, and business growth across the window covering industry.
From launching transformative companies to championing advanced solutions, this year’s honorees are redefining what’s possible—and we’re thrilled to see two of our own among them.
But this moment isn’t just about individual achievement. It’s about the incredible team that made it possible.
Honoring the Legacy of Teamwork
Jamie and Natalie’s accomplishments are deeply rooted in the legacy of Innovative Openings and Insolroll, two companies founded in 1980 by Rick Pease and Dave Friedlander. Over the past 45 years, these businesses have grown into industry leaders—not just because of visionary leadership, but because of the dedication, loyalty, and hard work of our employees.
With average tenures of 15–20 years, our employees are more than just staff—they’re family. Their craftsmanship, care, and consistency have shaped our reputation and made it possible for leaders like Jamie and Natalie to thrive.
Meet Our Honorees
Jamie Friedlander (35) began his journey at Insolroll in 2015 in Production Support and now serves as Chief Operating Officer. His leadership has transformed operations, reduced error rates to just 1%, and maintained a 5-day lead time. He’s introduced quality control systems and an Annual Leadership Summit that fosters growth and collaboration. Jamie’s hands-on approach and mentorship have earned him respect across the company and the industry.
Natalie Lockwood (30) joined Innovative Openings just two years ago and has already made a lasting impact. She led the launch of The Custom Shade, bringing our products into the digital retail space, and helped organize our Leadership Summit to strengthen team culture. Her promotion to Manager and her role on the board of both companies reflect her drive & vision.
Both Jamie and Natalie have also shared their insights on the Window Treatments for Profit podcast with LuAnn Nigara, contributing to the broader conversation about leadership and innovation in our field.
Thank You to Our Team
This recognition is a celebration of our entire community. To every employee who has contributed to our journey—thank you. Your dedication, skill, and heart are what make Innovative Openings and Insolroll truly special.
As we look to the future, we’re excited to continue building this legacy together. Congratulations to Jamie and Natalie—and to every team member who helped make this moment possible.
About Insolroll
Insolroll Window Shading Systems is the manufacturing division of Innovative Openings, specializing in custom interior solar screen shades, audio-visual blackout shades, decorative roller shades, exterior patio shades, and retractable insect screens. Located in Louisville, Colorado, Insolroll operates a state-of-the-art 42,000 square foot facility, with an additional 15,000 square feet dedicated to its Oasis® exterior shade product line.
Every shade is meticulously checked and tested before shipping, ensuring top-tier quality. Insolroll’s investment in cutting-edge technology and expanded R&D facilities reflects its commitment to innovation and efficiency. As demand for solar shading and outdoor living solutions grows, Insolroll continues to lead the way in residential and commercial applications across North America.
About Innovative Openings
Innovative Openings is one of Colorado’s largest retailers of window treatments and patio shading solutions. As a family-owned business with over four decades of experience, Innovative Openings is built on trust, integrity, and personal relationships. Founded by industry pioneers Dave Friedlander and Rick Pease, the company is known for its exceptional service, competitive pricing, and commitment to craftsmanship.
From in-home design consultations to seamless installations and repairs, the team at Innovative Openings ensures every customer receives personalized, high-quality service. Their showroom features full-size displays, and their in-house repair facility allows for fast, efficient service. The company’s success is driven by a passionate team that collaborates across every stage of the customer journey—from design to delivery.