Summary:
Lisa and Michael Fine started their sustainable side hustle in 2016 focused on shower curtains.
Frustrated with plastic products, they aimed to create stylish and sustainable bathroom accessories.
Their innovative canvas shower curtains became a staple of their brand, Quiet Town.
The couple's commitment to sustainability led to the creation of the sun shower curtain from non-toxic materials.
Quiet Town transitioned from a side hustle to a full-time business, generating over $3 million a year.
The Inspiring Journey of Quiet Town
For Lisa Schulner-Fine and Michael Fine, the path to entrepreneurship began in the quiet hours of night as they struggled to soothe their newborn son. In the darkness, Lisa's mind wandered to an unexpected topic: shower curtains. Frustrated by the lack of stylish and sustainable options on the market, she envisioned a brand that could transform the bathroom accessory industry.
Image Credit: Courtesy of Quiet Town
The Birth of a Side Hustle
Lisa, who had experience as a director of styling at Madewell, and Michael, a freelance fashion photographer, found themselves disillusioned by the poorly made plastic items dominating retail shelves. "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.
Seeing an opportunity in what she called the "biggest underdog category", Lisa began brainstorming shower curtain designs while balancing her full-time job and family life. Despite Michael's initial skepticism about the viability of a shower curtain business, he recognized Lisa's creativity and decided to support her vision.
Crafting Beautiful Products
Lisa's innovative approach led to the creation of shower curtains made from canvas material. The couple focused on creating products that improve with age, similar to a well-loved pair of jeans. Capturing the essence of their brand, they conducted their first photoshoot at the beach, showcasing the curtains in a unique and artistic way.
Image Credit: Courtesy of Quiet Town
Expanding the Brand
Quiet Town quickly evolved beyond just shower curtains into a lifestyle brand focused on functional yet aesthetically pleasing products. Early products were named after tranquil towns, and the brand's ethos was to create beautiful items that people genuinely needed. Lisa also initiated a project called Re:Canvas, which transformed production scraps into new products, reinforcing their commitment to sustainability.
Navigating Challenges
Despite their commitment to sustainability, the couple faced challenges in producing shower curtain liners without adding more plastic to the environment. After much deliberation, they developed the "sun shower curtain", made from non-toxic EVA vinyl that is free from harmful chemicals. They also initiated a recycling plan for their products, a complex task for a small business.
Growth Amidst a Pandemic
The pandemic significantly increased demand for home products, leading Quiet Town to transition from a side hustle to a full-time business in 2020. With revenue skyrocketing to over $3 million a year, the couple decided to relocate to the West Coast, where they felt more at home and closer to their roots.
Lessons from the Journey
After nearly a decade in business, Michael emphasizes the importance of having a partner with complementary skills and maintaining a work-life balance. Lisa highlights the necessity of being passionate about your business, stating, "No matter how small or big you grow [the business] to, you have to believe in it so passionately."
Their story is a testament to how a simple idea can flourish into a thriving business when driven by creativity and a commitment to sustainability.
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