A Conversation with Raquel & Jelina Petzinger of Covered SV & WHJ Editor-in-Chief, Laurenz Busch
In Conversation spotlights the people shaping how the Mountain West lives, builds, and designs. Through candid conversations with creatives, craftspeople, and business owners, Western Home Journal explores how thoughtful design takes shape in real homes and real communities—providing insight into process, perspective, and the personal stories behind the work.
A CONVERSATION WITH JELINA & RAQUEL PETZINGER of COVERED SV
Two sisters-in-law step into a legacy business with fresh energy and a focus on service.
After more than three decades in the Wood River Valley, Covered SV is entering a new phase. Now owned by sisters-in-law Jelina and Raquel Petzinger, the window covering and awnings company is building on an established reputation while strengthening its relationships with homeowners, designers, builders, and property managers.
Jelina brings a background in construction management and business operations, while Raquel’s experience spans high-end retail and real estate, especially new construction. Together, they see Covered SV as both a legacy business and an opportunity to deepen community ties and become a more integrated part of the design and building process for architects across the state.
“CLIENTS ARE OFTEN SURPRISED TO LEARN ABOUT MOTORIZATION. A LOT OF PEOPLE THINK THAT IF THEY DIDN’T PRE-WIRE, THEY CAN’T HAVE MOTORIZED SHADES, BUT THAT’S NOT TRUE ANYMORE. MANY OF THE BATTERY SYSTEMS ARE REALLY GOOD. YOU CAN ADD THEM AT ANY POINT.”
You’ve only owned the business for about four months. How did this come together?
Jelina Petzinger: I had recently left a job I’d been in forever, and I knew I wanted something different—something I could build. I found this one, and it checked a lot of boxes for success in the valley. We also used to live in the area and always loved it, so Sun Valley pulled me back. Raquel and I have always been close. She’s my sister-in-law and one of my best friends. I brought the idea to her because I knew she’d be the right person to run it day to day.
Raquel Petzinger: It made sense. I’ve worked in high-end retail and real estate, so the customer and construction sides are both very familiar to me. Window coverings were new, but caring for people isn’t.
What drew you to Covered SV specifically?
JP: The longevity and its reputation. It’s been here 32 years, and that matters. There were already great people in place, and that has proven true as we’re continuing its legacy.
RP: We’re not starting from scratch. We’re stepping into something established and working to help it keep growing.
What have the past few months looked like?
RP: A lot of getting out into the community. We’ve joined the Wood River Valley Builders and Contractors Association, and we’re making connections with architects, interior designers, and property managers. We’re also trying to create a community around the showroom. It’s a beautiful space, and not everyone has a place to host meetings or small events, so we’ve opened it up for that.
How do you hope to work with builders and designers?
RP: The goal is always to be part of the process early. Window coverings are often an afterthought, but if we’re involved at the design stage, everything works better—from integrated shades to overall function. For example, if someone wants pocketed or integrated shades, those decisions need to happen during framing, not at the end. Otherwise, you’re retrofitting and making compromises.
JP: Once we’re involved, we handle everything from the product to installation and service. That’s a big advantage.
“WE’RE NOT STARTING FROM SCRATCH. WE’RE STEPPING INTO SOMETHING ESTABLISHED AND WORKING TO HELP IT KEEP GROWING.”
How do you help clients or contractors make decisions, & what is something clients are often surprised to learn?
RP: We have a beautiful showroom, but we can also bring materials to the job site. Light changes from room to room, so it’s important to see fabrics, finishes, and samples in the actual space.
JP: Clients are often surprised to learn about motorization. A lot of people think that if they didn’t pre-wire, they can’t have motorized shades, but that’s not true anymore. Many of the battery systems are really good. You can add them at any point.
As Covered SV continues to grow, what’s your next focus for the rest of the year, as you settle into this new role?
RP: Building relationships and becoming part of the fabric of the community.
JP: This business has been here for decades, and we’re committed to carrying that forward with service and consistency that people and the construction industry can rely on.
whj IN CONVERSATION
