The entrepreneurial journey of Lisa Schulner-Fine and her husband, Michael Fine, began more than a decade ago in New York. It all started during the sleepless nights after their son was born.

In the dim light of their child’s room, Lisa found herself daydreaming about shower curtains, an area she considered lacking in both style and environmental sustainability. Frustrated by the poorly designed, plastic bathroom options available in stores like Bed Bath & Beyond, she felt inspired to create something better.

Recognizing an Opportunity

Lisa, who had experience as a director of styling at Madewell, and Michael, a freelance fashion photographer, shared a passion for design. Despite Michael’s initial doubts about the viability of a business centered around shower curtains, he recognized Lisa’s creativity and vision. This led him to support her endeavor to start what would eventually become Quiet Town.

Crafting a Unique Product

Lisa’s approach was innovative; she envisioned shower curtains made from durable canvas material that would improve with age, much like a fine pair of jeans. The couple put significant thought into every aspect, from dyeing techniques to finishing touches. Their first product shoot took place in an unconventional setting—on the beach—capturing the essence and mood of their vision rather than simply showcasing the product in a bathroom.

Expanding Beyond Shower Curtains

Quiet Town quickly evolved into a lifestyle brand, with its initial products named after serene locations, such as “Ojai” and “Mendocino.” This naming strategy underpins the brand’s ethos—a commitment to providing functional, aesthetically pleasing products that enhance daily life.

Innovative Sustainability Initiatives

In their quest for sustainability, the couple became dedicated to minimizing waste. Lisa meticulously salvaged production scraps, leading to the creation of Re:Canvas, a project aimed at upcycling these materials into new products. Early partnerships included collaborations with the Textile Art Center, and the duo later expanded their range to include products like hand-quilted pillowcases and placemats.

Delving Into Circular Practices

Recognizing the importance of sustainable options, the couple initially hesitated to produce shower curtain liners due to environmental concerns. However, after discussions with peers, they developed the “sun shower curtain” made from non-toxic EVA vinyl that is free from chlorine, PVC, and BPA. This product can function both as a liner and as a standalone curtain, coupled with plans for a post-consumer recycling initiative that reflects their commitment to sustainability.

Thriving Amid Challenges

The pandemic catalyzed a spike in demand for Quiet Town’s products as people sought to improve their home environments. In 2020, their side hustle transformed into a full-fledged business, generating around $300,000 in its first year of growth, which has now escalated to over $3 million per year.

Location and Lifestyle

In 2020, the couple reflected on their location and chose to move back to the West Coast, desiring a connection to their past while pursuing greater creativity for their brand. Michael expressed, “The Bay Area gives us access to all the things that we wanted, like mountains, beach, city, a really great place to raise kids.” This change reinvigorated their design philosophy, blending nature’s beauty with their product offerings.

Advice for Aspiring Entrepreneurs

After nearly a decade of entrepreneurship, Michael urges aspiring business owners to partner with someone who possesses different skill sets to strengthen their enterprise. He emphasizes the importance of balance and creativity, stating that inspiration often strikes in outdoor settings.

Lisa reinforces the significance of unwavering passion for one’s business: “No matter how small or big you grow [the business] to, you have to believe in it so passionately, 1000%, because it really does take over your life in so many ways.”