For Lisa Schulner-Fine and Michael Fine, what started as late-night musings during sleepless parenting moments blossomed into a thriving business that now generates over $3 million annually
For Lisa Schulner-Fine and Michael Fine, what started as late-night musings during sleepless parenting moments blossomed into a thriving business that now generates over $3 million annually. The duo co-founded Quiet Town, a lifestyle brand born out of frustration with poorly made bathroom essentials — particularly shower curtains.
Back in New York over a decade ago, Lisa found herself pacing in the dark with her newborn son, reflecting on the lack of quality and beauty in everyday items. Both Lisa and Michael had creative backgrounds — she was a styling director at Madewell, and he was a fashion photographer — yet they couldn’t find a single shower curtain that met their standards. "We'd be at Bed Bath & Beyond picking out terribly made plastic stuff," Lisa recalls. That discontent sparked a bold idea: reimagine the most overlooked bathroom item with sustainability and style in mind.
Despite Michael's initial skepticism ("Nobody cares about shower curtains," he joked), he supported Lisa’s vision. Together, they created a line of canvas shower curtains that aged gracefully, like a favorite pair of jeans. Their first photoshoot wasn’t in a bathroom, but on a beach — proof of their unconventional, mood-driven approach to design. The couple launched Quiet Town on Instagram, and slowly, momentum grew.
Lisa and Michael named their first products after places that inspired them — like "Ojai" and "Mendocino" — cementing the brand as more than just bath accessories. It was a mood, a lifestyle, a statement. And from the start, sustainability was key. Lisa saved fabric scraps during early production runs, which inspired the Re:Canvas initiative — a project focused on upcycling remnants into unique items like rugs, pillowcases, and even clothing in collaboration with artists and major brands like West Elm and Alex Mill.
One of their biggest hurdles was finding a way to make shower curtain liners more eco-friendly. Traditional plastic liners clashed with their mission. Eventually, they developed the “sun shower curtain” made from non-toxic, recyclable EVA vinyl — free of PVC, chlorine, and BPA. Unlike typical liners, this product doubled as a standalone curtain, merging function with form. Quiet Town’s next innovation is a post-consumer recycling program for the sun shower curtain, developed in collaboration with Precious Plastics. It's set to launch this summer.
The COVID-19 pandemic played a surprising role in the brand’s growth. As people spent more time at home, especially in their bathrooms, the demand for stylish and sustainable home goods skyrocketed. Quiet Town's sales surged in 2020, and the company evolved from a passion project into a full-time endeavor, going from $300,000 in annual revenue to more than $3 million.
The success also inspired a life change. The couple, who had long dreamed of returning to California, relocated to the Bay Area — a move that now feels perfectly aligned with their design philosophy and lifestyle. “It kind of feels like we’re home,” Lisa says.
Reflecting on their journey, both Lisa and Michael emphasize the importance of believing in your idea completely and having a partner whose skills complement your own. “If you’re creative, find someone who gets finance or operations,” Michael advises. Lisa adds, “You have to believe in your idea 1000% because it will take over your life. Make sure it’s something you truly love.”
Quiet Town’s story is proof that even the simplest ideas — like a better shower curtain — can grow into something extraordinary when passion, creativity, and resilience are at the core.
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