The Intricacy Behind Every Drape
Custom drapery, a hallmark of sophisticated interior design, has long been synonymous with complexity. The unseen calculations—measurements dictating scale, yardage determining proportion, and fabric choices influencing weight, opacity, and movement—all contribute to a process that often feels opaque and daunting. This intricate dance, largely hidden from the end-user, became the focal point for Ray Chen, the visionary founder of TWOPAGES. As an early pioneer in modern window-treatment solutions, Chen recognized an opportunity to demystify this elaborate process.
“Our goal was to demonstrate that custom drapery, traditionally complex, could be remarkably simple,” Chen reflects on the company’s foundational philosophy. His ambition wasn’t merely to sell curtains, but to fundamentally transform the customer’s journey, positioning TWOPAGES as a “human-centric technology company” driven by unwavering standards of quality, pricing, and speed.
A Seamless Path to Customization
TWOPAGES’ innovation lies in its menu-style system, a paradigm shift that integrates measurements, specifications, and pricing into a single, intuitive workflow. This streamlined approach empowers customers to effortlessly design made-to-measure curtains from an extensive array of fabrics and finishes. Launched in 2015, the direct-to-consumer model was meticulously engineered with production and fulfillment systems capable of handling custom orders at an unprecedented scale.
Customer Feedback: The Ultimate Validator
The true measure of success emerged from early customer feedback. Chen recalls, “It wasn’t a single project—it was the patterns in early customer feedback.” Recurring sentiments like “Easy to order,” “So many options,” and “Arrived so quickly” underscored the practical efficiencies TWOPAGES had unlocked. Chen emphasizes, “Saving customers time equals creating value.” This value manifested in fewer in-person consultations, reduced comparison shopping, and a significantly shorter lead time from initial measurement to final order. “When we saw users avoiding store visits, price comparisons, and uncertainty due to our efficiency, we knew our model had true scalability,” he adds.
Operational Excellence and a Focused Vision
Behind the seamless customer experience lies a meticulously re-engineered operational framework. Chen spearheaded a complete overhaul of the supply chain and production model, ensuring consistent quality and predictable turnaround for every made-to-measure order. This involved a cohesive alignment of fabrication, logistics, and digital tools, all harmonized within a singular workflow.
Culture and Long-Term Philosophy
TWOPAGES’ internal decision-making is characterized by a laser-like focus on custom window treatments. “We constantly ask not just what to do, but what not to do,” Chen explains, attributing the company’s sustained clarity and growth to this disciplined approach. Technology, for TWOPAGES, is not an end in itself but a means to meet evolving customer expectations regarding quality, pricing, and delivery speed.
Chen’s leadership is also deeply influenced by principles of Daoist philosophy: “Less is more, slow is fast.” This ethos permeates the company’s rhythm, guiding teams in their approach to design, iteration, and long-term evaluation. He further articulates the company’s core values: “calmness, care, and clarity—ensuring every interaction with TWOPAGES feels thoughtful, trustworthy, and memorable.”
Listening, Innovating, and Building Community
As TWOPAGES expanded, community engagement became a cornerstone of its identity. The TWOPAGES TOGETHER program, celebrating a decade of connection, brought designers and customers together, fostering a vibrant global community. Chen recounts a poignant story of a design contest participant who, encouraged by the event, shared her work publicly for the first time, returning home to a family celebration of her achievement.
Customer input isn’t just appreciated; it actively shapes product development. “Photos of arched windows led us to research, refine technical solutions, and launch a standardized Arched Window Solution,” Chen notes. Similarly, repeated inquiries about measurements spurred the creation of the TWOPAGES Online Measuring App, transforming a once complex back-and-forth into a seamless, self-guided experience.
“Time is the ultimate currency,” Chen asserts. “Every operational or technological efficiency translates to time returned to our customers.” Looking ahead, TWOPAGES is set to introduce expanded customization tools, more immersive digital measurement experiences, and innovative physical environments that offer direct engagement with materials, construction, and scale. To explore the brand and its community further, visit twopagescurtains.com.
Photography provided by TWOPAGES. Hayley Arsenault is a writer and editor covering architecture, interiors, and product design.
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