How a Couple Transformed Their Late-Night Side Hustle into a Thriving $3 Million Lifestyle Brand

When Lisa Schulner-Fine and Michael Fine were night-time parents dealing with their restless newborn, they stumbled upon an idea that would change their lives: creating beautiful, sustainable shower curtains. Their brand, Quiet Town, has now grown into a successful lifestyle brand, generating more than $3 million a year.

Both Lisa and Michael had strong backgrounds in design—Lisa was a styling director at Madewell, and Michael was a freelance fashion photographer. They were tired of the unattractive plastic options available and decided to do something about it. Lisa brainstormed designs during her late-night moments while juggling her job and parenting.

Quiet Town’s products are made from durable canvas and are designed to improve with age, reminiscent of a well-loved pair of jeans. Their creative marketing strategy set them apart from competitors. Instead of traditional photoshoots, they photographed their curtains in visually appealing locations like beaches and colorful walls. Their eye-catching Instagram posts hinted that something fresh and exciting was coming.

The brand didn’t stop at shower curtains; they expanded into creating stylish home goods, all named after their favorite peaceful towns. They even started an eco-friendly initiative called Re:Canvas, which repurposes production leftovers into new products.

Creating liners for the shower curtains was a challenge since they wanted to avoid using more plastic. However, they found a sustainable solution by making them from non-toxic EVA vinyl, which is free from harmful chemicals like chlorine and PVC. They also set up a recycling program for their product.

The pandemic provided an unexpected boost for Quiet Town, with more people investing in home products. Their revenue began to climb steadily in April 2020, leading to a full-time business model.

Lisa shared in an interview that loving and believing in your business is crucial since it will dominate your life. Their experience highlights key lessons in entrepreneurship: the importance of finding a business partner with complementary skills and maintaining a work-life balance.

Current consumer trends show a rising demand for beautiful, sustainable products. A recent survey from McKinsey & Company revealed that 67% of consumers consider sustainability a priority when making purchases. This suggests that brands like Quiet Town are at the forefront of a significant societal shift.

Moreover, the couple’s innovative approach to using social media for marketing shows how essential these platforms are today. The digital world has changed how brands connect with audiences, making visually engaging and authentic content crucial.

Quiet Town’s narrative is a testament to resilience and adaptability. They faced hurdles but found environmentally friendly solutions, enhancing their offerings while staying true to their values. Their story serves as a guide for those aiming to turn their passions into businesses while keeping sustainability in mind.

In essence, Quiet Town exemplifies how personal experiences can spark meaningful change in the business landscape. Their journey reminds aspiring entrepreneurs that building a brand around your values can lead to both personal and financial success.



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