We’re excited to introduce you to the always interesting and insightful Greta Bajrami. We hope you’ll enjoy our conversation with Greta below.

Hi Greta, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea to open the doors to Golden Group Roofing actually started in a college entrepreneurship class. I was taking a course on entrepreneurship and working on a thesis paper and business plan for a café, Tiramisu Café—or so I thought. At the time, I was struggling to find work, so I decided to take a temporary job in construction. I was hired as a roofer, even though I knew nothing about roofing, nor did I know that roofs typically need to be replaced every 25 to 30 years.

Later, I returned to school as a senior and told my professor about Tiramisu Café. I also shared how I saw a huge need for technology and improved processes in the construction industry. My professor looked at me and said, “Why not open the doors to your construction company, instead of a café?” In that moment, I understood what she was saying: every great business starts with the same fundamental principles.

I went on to found Golden Group Roofing with just $15,000, most of which I spent on used equipment and a used car with a failed engine. I’m so grateful that my father and his friend rebuilt that engine for me because it got me into business. I created my own website through WordPress, using a lot of copy-and-paste—though I’m not proud to admit it—and with a simple logo, I was in business. At 21, starting a business, I thought success would come quickly, but for me, it didn’t happen that way. I remember my first year, barely breaking even, even though I was living with my mom and she was covering all my meals. I worked every sunny day, often from 4 a.m. until sunset, sometimes until 8 p.m. on summer days, and I only made about $7,000 yearly income the second year in business.

A friend who had some equity in the business wanted me to buy him out because, as he put it, “we were making pennies.” At that point, he was even willing to take a job at McDonald’s. I remember borrowing money from my mom and crying because I was worried about paying him back. But looking back now, I’m thankful that happened, because construction is tough, and he was most definitely not the right partner. Everything I worked so hard for eventually paid off—not in year one, or two, or three—but in year five. And I think that’s the beauty of entrepreneurship. No one knows when the rewards will come. No one knows when your success moment will arrive, but if you stay focused on the goal, and don’t take your eyes off the destination, you’ll eventually succeed. Success may look different for each person, but one thing is certain: it will come to those who work hard.

I didn’t reinvent roofing—it’s been around for centuries—but I did solve a major problem within the industry: customer complaints and inefficient processes. I focused on digitalization and created customer experiences that made people feel valued, similar to the level of service you might find at a Ritz-Carlton or Four Seasons. After all, they’re spending thousands of dollars on the thing they love most—their home. That’s always been my focus, and it’s what I built Golden Group Roofing around.

Greta, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I have a strong vision in the residential roofing, siding, and solar industries. As a passionate advocate for entrepreneurship, women in business, and professionalism in the industry, I strive to lead with energy and enthusiasm—whether I’m mentoring employees, serving on a board, or sharing my ideas at a conference.

My journey is one of inspiration. I came to the U.S. at nine years old, after fleeing civil war in Albania. My family settled in Worcester, Massachusetts, where I eventually attended Worcester State University. Growing up, I learned that success isn’t given—it’s earned through determination and hard work. From a young age, I dreamed of being an entrepreneur, and I knew that one day I would build a successful business.

In 2011, I founded Golden Group Roofing, and since then, I’ve worked tirelessly to grow the company and reshape the construction industry. As a woman in a male-dominated field, I’ve faced my share of challenges, but my commitment to professionalism, customer service, and skillful craftsmanship has allowed Golden Group to thrive. Over the years, I’ve become a strong advocate for women in construction, and I’m proud to help lead the way for other women to follow.

After earning my degree in business administration from Worcester State, I started working as a forewoman at a construction company. It was a tough environment—construction is often a family business, passed down from father to son—and I was a woman with no prior experience in the field. At first, it was hard to earn the trust of my crew, but over time, my grit, determination, and ability to connect with customers won them over.

While working as a forewoman, I saw firsthand how homeowners often didn’t appreciate the value of skilled tradespeople. I realized that I could build a company that would change that perception. I knew that to succeed, I would need to focus on high-quality service, improving the customer experience, and training my employees year-round. With this vision in mind, I founded Golden Group Roofing—and it wasn’t long before the company began to grow rapidly, earning the trust of homeowners throughout New England.

But even with Golden Group’s success, I saw deeper challenges within the industry. There was a lack of respect for the trades, difficulty attracting young people into construction, and limited support for women in the field. I wanted to make a positive impact, so I became active in local trade and business associations, determined to change the narrative around roofing and construction.

Throughout my career, I’ve made it my mission to pave the way for tomorrow’s leaders. I’ve received recognition throughout the Boston area and beyond, including being named Habitat for Humanity’s Golden Hammer Honoree in 2023, Ernst and Young EY Entrepreneur of the year award 2023, Boston Business Journal 40 under 40 class of 2024 and volunteering with their Women Build Month. I’ve also created the Rootless app, which helps people connect with careers they might not have considered. As a member of various organizations, such as the North East Roofing Contractor Association, National Women in Roofing Massachusetts, and the Foundation Board at Worcester State University, I’m committed to supporting the growth of the roofing industry and women entrepreneurs.

Being an advocate for women in business has always been close to my heart. I speak at events and podcasts, encouraging other women to pursue their entrepreneurial dreams and to overcome the unique challenges that women in construction face. My experience has shown me that with hard work, determination, and a little bit of grit, anything is possible.

Golden Group Roofing was built on the foundation of professionalism, craftsmanship, and a commitment to innovation—and I’m proud to say that we continue to change the face of the roofing industry, one project at a time.

How’d you build such a strong reputation within your market?

When I think about what helped me build my reputation in the marketplace, I believe it’s my ability to put in the work and become an expert in my field. If you’re not the expert in your industry, you have to make yourself one. People won’t just yield to you because you’re more popular, have better connections, or a stronger social media presence. I think that’s a big misconception—that people will succeed just because they’re trending. But if you want to be in business, especially for the long haul, you have to become the expert in your field. That’s exactly what I did.

I made sure to build a reputation as the woman in the trades who knew her stuff. I volunteered my time on various boards where I knew that if I spoke up and shared my perspective, people would begin to recognize my expertise. Over time, they would start to say, “Greta knows what she’s talking about.” This was something I was very intentional about. I joined every industry association I could and made sure to respect all my peers—never talking negatively about other contractors or competitors.

Building a strong reputation in your market also means acknowledging those who’ve been doing it longer than you and showing respect. It’s not about discrediting others or pointing out their mistakes. Instead, it’s about recognizing their contributions and highlighting their strengths. Whenever I had the chance, I would name-drop and let others know that I wasn’t here to impact the community in a negative way. I wanted to bring my passion, innovation, and brand to strengthen an industry that we both equally cared about.

Another key to my reputation is transparency—especially on social media. Many entrepreneurs only show certain aspects of their lives, and that’s fine, but I believe being an open book—both at work and outside of work—helps build trust. This approach makes you more relatable and lets people know who you really are. Sometimes, I see people who look great on social media, but when I run into them in a coffee shop, they’re completely different. One of the keys to building a solid reputation is to be consistent—be the same person you’re pitching to a homeowner at the kitchen table as you are when you’re standing in line at the coffee shop. That’s very important to me.

If I had to sum it up, I would say the most important thing is to become the expert in your field. Speak up whenever there’s a question, so people know you have a voice—and a powerful one. Be true to your brand, both on and off the job. Ultimately, this will build your reputation, and once that’s established, it will be hard for others to change your image or not value your efforts.

Any advice for managing a team?

When it comes to managing a team and maintaining high morale, I believe there are two key lessons. The first is that we’re living in an age where creativity and entrepreneurship are essential. This means that the people you hire may someday have the potential to start their own business, potentially even competing with yours. Instead of fearing that, you should encourage entrepreneurial thinking within your own company. Allow your team members to bring their ideas, their vision, and their creativity to the table. By fostering this entrepreneurial spirit, you’re inviting them to join your journey and become part of your story.

The old-school management style—telling people exactly what to do—has become outdated, if it hasn’t already disappeared. Instead, we need to encourage problem-solving, innovation, and continuous improvement. When you create an environment where employees feel like they can act as mini-business owners within your company, you’re empowering them to contribute to the bigger picture. This approach helps to ensure that your team is invested in the success of the business.

Another key to maintaining high morale is creating an atmosphere where no one is afraid of losing their job or doing something wrong. Instead, foster a learning environment where mistakes are seen as opportunities for growth. If an employee makes a mistake, instead of reprimanding them, make light of the situation and say, “I’m glad we figured this out; now we know better for next time.” This mindset helps create a supportive environment where people don’t feel scared or anxious at work. When people fear their managers or feel they’re constantly under scrutiny, it creates anxiety. This anxiety leads to mistakes because employees are more focused on avoiding error than on doing their best work.

In addition to this, it’s important to inject fun into the workplace. At my company, we make sure to have a lot of fun together. We throw parties, host get-togethers, and enjoy simple dinners, like making pasta and eating together. At the end of the day, these are the people you spend a significant portion of your life with—sometimes more than you spend with your own family, especially in a 9-to-5 scenario. So, it’s important to create a family-like environment where everyone feels included. We make sure everyone has a seat at the table and, at the end of the day, we enjoy sharing stories and meals together.

As a leader, if you adopt these principles as part of your core values, it becomes easier to approach every situation with empathy. You’ll realize that no employee intentionally wants to harm your business. Everyone makes mistakes, but if you coach them through those mistakes and help them grow, they’ll eventually become your strongest asset. Some of our best employees today were the ones who struggled the most in their early years at the company.

Contact Info:

• Website: https://goldengrouproofing.com/greta-bajrami-ceo/
• Instagram: https://www.instagram.com/greta_bajrami/
• Facebook: https://www.facebook.com/gbajrami
• Linkedin: https://www.linkedin.com/in/greta-bajrami-970916140

Image Credits

Fadil Berisha
Rootless Agency
Ernst and Young