Lori Schoeneman, 40, and Tara Schoeneman Brown, 36, are co-founders of Once Upon A TreeHouse, Allentown, PA. Initial investment: $10,000. Lori is mom of Leo, 6, and Eloise, 3; Tara is mom of Quintin, 1.

As sisters growing up, we fought. A lot. But playing with the beautiful dollhouse our grand- father made for us seemed to quell the quarrels. we realized it was more fun to play together than sulk solo. We would accent the toy house with furniture and accessories made out of cardboard and anything else we found to adorn it.

As adults, we both worked in our family’s wholesale beauty supply company in Pottsville, PA. We were the fourth generation to run the business, but we ended up selling the almost 75-year-old company in 2009 because of consolidations in the beauty biz. We realized we missed our 9-to-5 together, though, so we brainstormed about another business. 

But what? The answer that came to us was actually simple. We went back to that special time when we played with our dollhouse. Then we figured out that the current market for dollhouses and accessories was in desperate need of a design makeover—most of the furniture was made from cheap plastic or just too fuddy-duddy.

Of course, we were more schooled in hair dye than doll homes. But we did have business acumen, which we put to the test. we researched, went to trade shows and even traveled to Germany to visit factories for crucial industry and business model information. There, and in the United States, we found several family- owned and -operated factories that had truly mastered their toy-making craft and were willing to produce our products. We worked with them to execute our vision of once Upon A TreeHouse—handcrafted, environmentally friendly dollhouses, dolls and accessories that inspire imaginative play—and launched our business in 2011.

We love working together—making big decisions over a slice at our local pizzeria. But it isn’t easy when work weaves its way into our sisterly conversation. So we’ve learned to focus on the big picture and resolve conflict quickly. As working moms, we’ve accepted that just getting the basics done at home—folding laundry, dinner on the table—is good enough. We also want everything we do at work to be meaningful. That includes getting all giggly when we roll out new products, like our tea sets or dress-up items.

Hey, dollhouses are fun!

Top Lessons
1. Network cleverly. When you launch a new venture, you need access to great people and experts you can trust. Go through your contacts, resources, friends on Facebook and colleagues on LinkedIn—and their contacts, too.

2. Talk about it. Once you have your big idea, don’t hesitate to share it with everyone you know. Many people keep their ideas confidential because they think someone might steal them. In reality, that chance is slim and worth the gamble when you consider the additional ideas and feedback you can reap.

3. Get family involved. You need to live and breathe your ideas and the brand you create. Asking your spouse and kids for advice will help them feel they’re an important part of your new enterprise.

4. Farm it out. Fight the urge to take on too much. Look objectively at your business and see what can be done by others.

—As told to Jennifer Parris