When their newborn son struggled to fall asleep, Lisa Schulner-Fine and Michael Fine found themselves daydreaming in the middle of the night.
Those sleepless hours led to an unexpected revelation: the market lacked aesthetically pleasing, sustainable shower curtains. The couple’s pursuit of a solution turned into Quiet Town, a lifestyle brand now generating over $3 million annually.
Lisa’s late-night ruminations led her to an unlikely business idea centered around shower curtains. She had been frustrated by the lack of stylish and sustainable options in the market.
Both Lisa and Michael had a keen eye for design, with Lisa working as a director of styling at Madewell and Michael as a freelance fashion photographer. They were disheartened by the poorly made plastic bathroom accessories they found on retail shelves.
Their brand, Quiet Town, was born out of Lisa’s desire to approach bathroom accessories from a creative and sustainable perspective. She spent nights and weekends meditating on shower curtain designs while balancing her full-time career and raising a young family.
Despite initial skepticism, Michael supported his wife’s passion project, recognizing her creativity and visionary approach.
The couple’s design process was meticulous and thoughtful, from choosing durable canvas material for their shower curtains to the dyeing and finishing process.
The goal was to create products that aged beautifully, much like a pair of well-worn jeans.
Their unique approach to marketing set them apart. Instead of traditional product photoshoots, they took their canvas shower curtains to the beach or found strikingly colored walls as backdrops. The brand’s Instagram debut featured these unconventional photos, hinting at something new and exciting on the horizon.
Quiet Town expanded beyond shower curtains into a lifestyle brand, creating functional yet aesthetically pleasing products named after their favorite quiet towns. The couple also launched a sustainability project called Re:Canvas that used production remnants to create new products through strategic partnerships.
Despite their commitment to sustainability, they faced challenges when it came to creating liners for their shower curtains. They didn’t want to introduce more plastic into the world.
However, they found a sustainable solution with the “sun shower curtain,” made from non-toxic EVA vinyl plastic that is chlorine-, PVC-, and BPA-free. They also established a post-consumer recycling plan for these curtains.
The pandemic proved to be a turning point for Quiet Town, with a surge in demand for home products. The brand’s revenue started growing month over month from April 2020, reaching over $3 million annually.
The success allowed Lisa and Michael to transition from side hustle to a full-time business.
Throughout their journey, the couple learned valuable lessons about entrepreneurship. They emphasized the importance of having a business partner with complementary skills and maintaining a healthy work-life balance.
In an interview with Entrepreneur, Lisa stressed the need to be passionate about the business and believe in it fully, as it inevitably becomes a significant part of one’s life.
Quiet Town’s success story illustrates broader trends in today’s business landscape. The brand’s commitment to sustainable and aesthetically pleasing products reflects a marked shift in consumer preferences. Customers are increasingly seeking out brands that align with their values, particularly regarding sustainability and design.
The couple’s innovative approach to marketing their products, such as using Instagram and unconventional photoshoots, underscores the evolving nature of brand promotion in the digital age. The power of social media in reaching potential customers and creating an aspirational lifestyle around a brand is more significant than ever.
Moreover, Lisa and Michael’s decision to transition their side hustle into a full-time business is reflective of a growing trend among entrepreneurs. The pandemic has spurred many individuals to reassess their work-life balance and pursue ventures they’re passionate about.
As seen in Quiet Town’s case, these ventures can become successful businesses, contributing to the economy’s recovery post-pandemic.
Quiet Town’s journey also highlights the importance of adaptability and resilience in running a business. When faced with the challenge of producing shower curtain liners without harming the environment, the couple found an innovative solution that not only adhered to their sustainability values but also enhanced their product range.
Finally, their emphasis on partnership and complementary skills sheds light on a crucial aspect of entrepreneurship.
Having a business partner who brings different skills to the table can be instrumental in navigating the ups and downs of running a business. It’s a reminder that entrepreneurship doesn’t have to be a solitary journey but can be shared with others who complement and enhance your own skills.
In conclusion, Quiet Town’s story serves as both an inspiration and a roadmap for aspiring entrepreneurs who are looking to turn their passion into a profitable business while staying true to their values.
