After nearly 50 years in the building below 24 Hour Fitness in Shelly Bay, Jeffrey & Sons has moved to a more central location as part of plans to revitalise the family-run company.The longtime window blind retailer and manufacturer is this week celebrating the opening of its modern new showroom just off St John’s Circle on Cemetery Road.J&S has launched a number of new product lines showcasing the latest in window blinds, shades, shutters and more. The company also repairs blinds and shutters.The sleek new showroom was designed and built by Jeremy Johnson of Horizons Architecture and Jeffrey & Sons partner Jonathan Gaugain with his firm JAG Construction.Among the hottest trends now in blinds, Mr Gaugain says, are solar screen shades, including battery-powered motorised shades with remote control activation. You will also find modern new finishes like the faux woods and brushed stainless steel.On display in the new showroom are examples of the window treatments available, a sample wall of the vertical blinds they offer and a display table to view the various window treatments that can be custom ordered.J&S offers consultations on window treatment options and customers can come in, relax and lounge and view the display monitors or watch educational DVDs on the manufacturing process and blind options.The products made in house are on display along with all of the colour options as well as examples of custom-ordered blinds, arches, storm protection and awnings.“What we wanted to do was breathe new life into an old business,” Mr Gaugain said. “Our customers are excited and the feedback has been great.”He noted J&S is still the only local manufacturer of custom vertical blinds, roll shades and sunscreens. And it’s the first and only company to offer locally manufactured motorised roll shades and vertical blinds.The company sells all varieties of interior and exterior window treatments and service blinds; they also sell parts and troubleshoot every assortment of blind.And they can custom order a wide variety of shades from numerous overseas retailers as well as supply and install all types of storm shutters and awnings. Brand names include Levelor and Vertilux, Graber, Hunter Douglas and the Shade Store for shades; Metal Tech for storm shutters and storm panels; and Sunesta for awnings and exterior sunshades.“Along with installation, Jeffrey & Sons also repairs all brands of storm shutters; repairs and restrings Venetian blinds, faux and real wood blinds; and repairs broken or damaged vertical tracks,” the company says. “They also specialise in motorised shades for boardrooms and residential uses, and they offer an ultrasonic blind cleaning service for Venetian blinds.”J&S’s move to just outside Hamilton is actually a return to the city.Originally opened in The Dockyard in the 1950s by Frederick Jeffrey senior, J&S began as an apprentice mill shop before moving to Hamilton and reinventing the business as a hardware store on Front Street. The business then moved to North Hamilton and provided dry-cleaning services before son Frederick Jeffrey junior took over.Fred Jeffrey Jr purchased the Earl Bailey Art Gallery in Shelly Bay in the 1960s and converted the business into the custom blind manufacturer and retail store it is today.And in 1991, his son David took over operation of the business and managed it for 10 years before purchasing the company from his mother in 2001.David introduced custom roll shades and exterior storm shutters to Jeffrey & Sons manufacturing line.David Jeffrey died in 2010 of lung cancer and left the business to his wife and daughter.“Since David’s untimely death, the company has undergone a transition to a more modern business, sporting a state of the art showroom and new product lines,” the company said. “Moving back into Hamilton has proved to be a positive move for the company.”A public grand opening will be held on Saturday, January 26 from 10am to 3pm with face painting, popcorn and prizes for children included.