Today we’d like to introduce you to Jake Raeder.
Hi Jake, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My name is Jake. I am 26 years old. I’m a college student, starting my business management degree. I was diagnosed with muscular dystrophy at the age of 13 and this has always been a huge question mark In my life as to where this diagnosis would take me the next step. It has always be my dream to be able to build something that could be transformative. I started Broccato Wallpaper three years ago, because of a request of a friend, who used to be a wallpaper installer, asking me help him close a deal with a client. And then I was able to go there and close the deal for him, and when we installed the wallpaper I saw the transformational effect that wall coverings give to walls and I instantly fell in love with it. I have always been the entrepreneur part of my family. I have had several different small businesses throughout all my life, even starting at the age of seven years old. I then started researching more and more about the industry of Wallcovering, and I realized that I needed to build a brand. The vision I had for this brand is that it would be a known brand for the whole state.
My brother Kaie started developing his installation skills and he was helping me with the projects, but for several different reasons, he decided to leave the company early on. I was on my own. Having muscular dystrophy made any physical effort, very difficult to be achieved and something that Broccato taught me is that I can do nothing on my own. I need to work with people.
For quite some time, I invited a friend of mine to learn Wallpaper installation with me. By that time, I had seen several different classes and courses on wallpaper installation and I knew every installation style, materials, types of paste, types of cuts, but I could never do things on my own. I always needed someone to be my arms and legs and for quite some time I had a friend who would be my installer and although he didn’t have much experience, I was the one who told him to do step-by-step. It was very difficult. I did not know how long that would last, but I decided to keep going.
We started to get good reviews, more customers started coming to us and my brother decided to come back and be my professional installer.
Things kept moving forward and we became the best reviewed Wallpaper installation company of the entire state. My brother Kaie came back, this time as a very experienced installer! We’re proud to say that we are reference in Wallcovering installation although our beginning was rough we managed it to make it up very seamless present. So seamless that you cannot even see the seams on those wallpapers
—-
Article:
Building Beauty Through Challenge: The Story of Broccato Wallpaper
By Jake Raeder
I’m 26 years old, a business management student, and the proud founder of Broccato Wallpaper, Utah’s highest-rated wallpaper installation company. But my path to this point has been anything but conventional.
At the age of 13, I was diagnosed with muscular dystrophy—a moment that reshaped the trajectory of my life. From that point forward, I knew that every decision would need to be intentional, every effort meaningful. While my physical abilities became more limited over time, my ambition never did. I’ve always dreamed of building something transformational—not just for myself, but for others.
Broccato was born three years ago almost by accident. A friend from Brazil, an experienced wallpaper installer, asked me to help him close a deal. I did. And when we completed the job together, I witnessed firsthand how wallpaper could transform a room—and how a room could transform how someone feels. I instantly fell in love with the craft.
I’ve always had an entrepreneurial spirit—I launched my first small business at just seven years old. But this felt different. I started researching everything I could about wallcovering: styles, pastes, patterns, techniques. I realized quickly, though, that I couldn’t do this alone. With muscular dystrophy, physical labor wasn’t an option. But I could lead. I could teach. I could build a vision.
In the early stages, my brother Kai helped with installations. When he stepped away from the company, I was on my own—but not for long. I invited a close friend to learn the trade with me. He had little experience, but I had the knowledge. I walked him through every step, guiding each installation with precision from behind the scenes. It wasn’t easy. I didn’t know how long we could keep going like that. But we kept going anyway.
Eventually, the work spoke for itself. We earned glowing reviews. More clients found us. And then, Kai came back—this time as a professional installer. With experience, teamwork, and trust, we built something real.
Today, Broccato Wallpaper is recognized statewide for flawless wallcovering installations—so seamless you can’t even see the seams. What began with one job and an uncertain future has grown into a thriving business built on precision, beauty, and resilience.
Muscular dystrophy taught me something essential: I can’t do anything alone—and I don’t have to. With the right people around me, the right mindset, and a passion for excellence, I’ve created something I’m proud to call mine.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The journey has definitely not been smooth—but it’s been rich with learning. One of the biggest challenges from the very beginning was the fact that I physically couldn’t perform the labor myself. Living with muscular dystrophy means I can’t do things with my hands, even though I fully understand the techniques and the process. I’ve always been extremely independent, so having to rely on others—especially in the early stages—was one of the hardest things I had to accept. I had the vision, the knowledge, and the passion, but I needed someone else to carry it out. That tested me not only as a business owner but as a person learning to lead from behind the scenes.
As the business started to grow, we faced other challenges too. One that really stood out was managing expectations. Wallpaper is a detailed, handcrafted process, and no two jobs are exactly the same. I learned that no matter how skilled we are, clients are always happier when we take the time to communicate clearly, walk them through the steps, and keep them informed. Even when something goes wrong or falls outside of our control, we’ve found that if expectations are managed properly, the trust remains—and satisfaction stays high.
So yes, there were struggles—some personal, some professional—but every one of them helped build the strength and structure Broccato has today.
As you know, we’re big fans of Broccato Decor. For our readers who might not be as familiar what can you tell them about the brand?
At Broccato, we specialize in high-end wallpaper installation and decorative wall finishes. What started as a small operation focused on quality craftsmanship has grown into Utah’s best-reviewed wallpaper company, and we’re proud to now be a reference point in the state for premium wall treatments.
We’re known for our attention to detail, flawless installations, and customer-first approach. We don’t just install wallpaper—we transform spaces. Our clients come to us because they want something that feels custom, elevated, and timeless. We work with everything from traditional wallpaper to peel-and-stick murals, and we also offer exclusive finishes like Venetian Plaster, burnished cement, slat wood panels, and other modern accent wall treatments.
What truly sets us apart is our commitment to seamless results and genuine service. Every project is handled with care, transparency, and artistry. We’re obsessive about the final result, and we believe that good communication and thoughtful planning are just as important as technical skill.
Brand-wise, we’re most proud of what Broccato represents: a blend of luxury and humility. We’re a team of driven individuals, many of whom come from immigrant backgrounds or personal challenges, and we’ve built something that brings beauty into people’s lives every day.
For your readers, we want them to know that when they choose Broccato, they’re choosing craftsmanship, integrity, and a team that’s genuinely passionate about what we do. Whether it’s one accent wall or a full home transformation, we’re here to help you fall in love with your space again.
So maybe we end on discussing what matters most to you and why?
Above all, my relationship with God is what grounds me. It’s the foundation for every decision I make and the strength I rely on through every challenge. Right after that, it’s my wife—she’s been my constant support, my encourager, and my anchor. Without her, none of this would be possible. She’s believed in this vision from the very beginning, even when things were uncertain. Her presence, faith, and partnership are what keep me going every single day.
Pricing:
- $4.95/sqft
- $3.99/sqft
- $3.50/sqft
- $3.45/sqft
Contact Info:
- Website: https://broccatowallpaper.com
- Instagram: https://www.instagram.com/broccatodecor/
- Facebook: https://www.facebook.com/broccatowallpaper
- LinkedIn: https://www.linkedin.com/company/broccatodecor/
- Yelp: https://www.yelp.com/biz/broccato-wallpaper-murray
