Custom drapery depends on a series of calculations that remain largely unseen. Measurements define scale. Yardage determines proportion. Fabric and lining affect weight, opacity, and movement. Much of this work takes place before a finished curtain ever comes into view.
For Ray Chen, founder of TWOPAGES, an early mover in modern window-treatment solutions, this layered process became a point of focus. In reflecting on the company’s early thinking, he returns to a single aim. “Our goal was to demonstrate that custom drapery, traditionally complex, could be remarkably simple,” he says. His attention settled on how people move through the process itself. At the core of that effort, Chen frames TWOPAGES as “a human-centric technology company,” guided by customers’ expectations around quality, pricing, and speed. He describes this as an “unchanging measure”—one that informs how the company structures its tools, workflow, and fulfillment.
TWOPAGES applies this thinking through a menu-style system that brings measurements, specifications, and pricing into a single workflow, supporting made-to-measure curtains across a wide range of fabrics and finishes. When the company launched in 2015, the direct-to-consumer model was paired with production and fulfillment systems designed to handle custom orders at scale. As orders accumulated, customer response began to register. “It wasn’t a single project—it was the patterns in early customer feedback,” Chen says, pointing to recurring comments like “Easy to order,” “So many options,” and “Arrived so quickly.”
Practical efficiencies surfaced in those conversations, often tied to how customers moved through the ordering process. “Saving customers time equals creating value,” Chen says. He points to fewer in-person visits, reduced comparison shopping, and a shorter path from measurement to order. “When we saw users avoiding store visits, price comparisons, and uncertainty due to our efficiency, we knew our model had true scalability.” Behind that experience sat a broader operational effort. Chen describes rebuilding the supply chain and production model to support made-to-measure orders with consistent quality and predictable turnaround, aligning fabrication, logistics, and digital tools around a single workflow.
Culture and Long-Term Focus
Internal decision-making at TWOPAGES developed around a narrow scope, with attention directed toward custom window treatments and the systems that support them. Product development, operations, and experience design stayed aligned around that focus as the company grew. “We constantly ask not just what to do, but what not to do,” Chen says. “That focus has allowed us to maintain clarity as we grow.”
Technology enters the conversation through the systems the company builds, shaped by customers’ ongoing expectations around quality, pricing, and fulfillment speed. Pace and process also figure prominently in how Chen describes the company’s working rhythm. “Less is more, slow is fast,” he says, referencing principles drawn from Daoist philosophy that inform how teams approach design, iteration, and evaluation over time. “Personally, I believe fulfillment comes from being grounded, compassionate, and energetic,” Chen adds. “Those values have quietly become part of our DNA: calmness, care, and clarity—ensuring every interaction with TWOPAGES feels thoughtful, trustworthy, and memorable.”
Listening and Connection
Community engagement took on a more visible role as TWOPAGES expanded its reach. Designers and customers who had previously interacted online began gathering in person through events and collaborative programs, including TWOPAGES TOGETHER, which marked a decade of connection across the brand’s global community. “One story stood out,” he says, describing a design contest participant who shared her work publicly for the first time at the event. “When she returned home, her family had decorated their house to celebrate her achievement.”
Listening also plays out through everyday use. Customer input continues to shape how the company develops new tools and solutions. “Photos of arched windows led us to research, refine technical solutions, and launch a standardized Arched Window Solution,” Chen says. Questions around measurement prompted a similar response. “Repeated questions on measuring inspired the TWOPAGES Online Measuring App, transforming a complex back-and-forth into a seamless, self-guided experience.”
“Time is the ultimate currency,” Chen says. “Every operational or technological efficiency translates to time returned to our customers.” Work underway includes expanded customization tools, more immersive digital measurement experiences, and new physical environments that bring materials, construction, and scale into direct experience.
To learn more about the brand and its community, visit twopagescurtains.com.
Photography provided by TWOPAGES.
