From Sleepless Nights to Entrepreneurial Heights: The Journey of Lisa Schulner-Fine and Michael Fine

For many aspiring entrepreneurs, the journey to business ownership often begins with a spark of inspiration. For Lisa Schulner-Fine and Michael Fine, that spark ignited during sleepless nights in New York, cradling their newborn son. As Lisa recalls, “I would be in his room in the dark in the middle of the night, holding him, and I would start daydreaming.” It was during these quiet moments that her mind wandered to an unexpected subject: shower curtains.

Identifying a Gap in the Market

Lisa had long been frustrated by the lack of aesthetically pleasing and sustainable shower curtain options available in retail stores. With a background as a director of styling at Madewell and Michael’s experience as a freelance fashion photographer, the couple had a keen eye for design. Yet, they found themselves sifting through poorly made plastic products that didn’t resonate with their values or aesthetic.

“We’d be at Bed Bath & Beyond with a big shopping cart, picking out terribly made plastic stuff that didn’t feel like us at all,” Lisa recalls. This frustration led her to see bath accessories as an underdog category ripe for innovation. Balancing her full-time career and family life, Lisa began to brainstorm shower curtain designs during her spare time.

The Initial Skepticism

Initially, Michael was skeptical about Lisa’s passion project. “I felt like, This is crazy. Nobody cares about shower curtains. Why would you ever want to start a business like this?” However, recognizing Lisa’s creativity and vision, he decided to support her endeavor. “So I said, ‘Okay, I can help you get this off the ground.’ We had no idea where it was going. It was really like a side hustle.”

Crafting a Unique Product

Lisa envisioned shower curtains made from durable canvas material, aiming to create products that would age beautifully, much like a favorite pair of jeans. For their first product shoot, Michael and his assistant took samples to the beach, setting them up against picturesque backdrops. “We never did anything traditional that way,” Michael explains. “It was all about mood for us, less about being specific in what we do.”

This creative approach extended beyond just shower curtains; the couple aimed to establish a lifestyle brand that offered functional yet beautiful products. They named their initial offerings after their favorite quiet towns, such as “Ojai” and “Mendocino,” which inspired the brand name, Quiet Town.

Sustainability at the Core

From the outset, Lisa and Michael were committed to sustainability. Lisa meticulously saved every scrap of material during production, leading to the inception of the Re:Canvas project. This initiative aimed to upcycle remnants into new products, such as rag rugs and hand-quilted pillowcases, through partnerships with local artists and organizations.

However, the couple faced challenges when considering the production of shower curtain liners. They were hesitant to introduce more plastic into the world but ultimately realized they needed a sustainable solution. This led to the creation of the “sun shower curtain,” made from non-toxic EVA vinyl that is chlorine-, PVC-, and BPA-free. They also established a post-consumer recycling plan, a complex endeavor for a small business.

Navigating Growth During the Pandemic

As with many home-focused businesses, Quiet Town experienced a surge in demand during the pandemic. “If they were lucky enough to still have a job and could afford to spend money, people didn’t know what to spend their money on other than groceries and toilet paper,” Michael notes. This shift in consumer behavior led to a boom in the sun shower category, which was both affordable and aspirational.

Quiet Town transitioned from a side hustle to a full-time business in 2020, generating approximately $300,000 in its first year and now exceeding $3 million annually.

A New Chapter on the West Coast

During the pandemic, the couple also re-evaluated their living situation. Having previously lived in San Francisco, they decided to return to the West Coast, believing it would provide a better environment for raising their family and growing their business. “The Bay Area gives us access to all the things that we wanted,” Michael explains, emphasizing the region’s blend of nature and urban life.

Lessons Learned in Entrepreneurship

Nearly a decade into their entrepreneurial journey, Lisa and Michael have gained valuable insights into the challenges and rewards of running a business. Michael emphasizes the importance of having a partner with complementary skills. “The best piece of advice I can give is to try to start a business with a partner. It’s so hard to do on your own.”

Lisa adds that passion is crucial for success. “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.”

Conclusion

Lisa Schulner-Fine and Michael Fine’s journey from sleepless nights to successful entrepreneurs is a testament to the power of creativity, sustainability, and partnership. Their story serves as an inspiration for anyone considering the leap into business ownership, reminding us that even the most unconventional ideas can lead to remarkable success when fueled by passion and purpose.