December 2, 1999

Ten Fast Facts

TWIST WHO: A small chain of Oregon-based stores founded by Paul Schneider and Lauren Eulau in 1979. WHAT: Twist specializes in "functional art." WHERE: The fourth Twist store opened Nov. 26 in the former Nordstrom building in downtown Seattle.

Fast Fact #1: Schneider and Eulau spent several years looking for a Seattle location.

Comment: The two owners, who are husband and wife, liked Seattle and wanted to spend more time here. Plus they noticed many of their customers were coming from the Seattle area. "It was an opportunity dangling in front of us for years, but we couldn’t find the right space," says Schneider. "But we were patient." Schneider calls the revamped Nordstrom’s building, where Twist leases a 3,200-square-foot storefront, "the best location in the city."

Fast Fact #2: Twist began as an artists co-op 20 years ago in Eugene, Ore.

Comment: Schneider and a handful of other artists, including Eulau, opened a booth at the Fifth Street Public Market. "It was a very counterculture operation," recalls Schneider. "We all shared expenses and we all worked in the store." Gradually, however, everyone but Schneider and Eulau grew tired of the business side of things and dropped out.

Christina Soletti, manager of the Seattle store and twist founder Paul Schneider.

Fast Fact #3: The original booth evolved into a full-fledged store in Eugene and later to a pair of Twists in Portland.

Comment: "We’ve been very true to our original goal, which was to represent artists who make things by hand ... and to [feature] primarily functional work," says Schneider. Functional art means items such as jewelry, glassware and bowls, explains Schneider. "It’s not a gallery," he says. "We have our own style. It’s a niche. It’s how we’ve grown our store."

Fast Fact #4: Schneider (a potter) and Eulau (a weaver) both graduated from the University of Oregon with art degrees.

Comment: "I would have lived in a garage in a sleeping bag to make art," says Schneider. On the other hand, Schneider’s father considered studying art a waste. Schneider says his dad was one of 11 children and had to quit school early to help support the family. "He made a vow that his children would not grow up poor and his children would get an education," says Schneider. "He was offended that he would have worked hard all his life so I could study art. He thought I was screwing around. He thought I was in basketweaving."

Fast Fact#5: Schneider and Eulau no longer create any art themselves.

Comment: Their store is their art now, says Schneider. They express themselves through the bracelets, vases and flatware they select to fill their shelves. "It’s not weak," he says of their taste. "It’s bold." Sometimes customers will ask for particular items that Twist doesn’t stock. When customers ask why not, Schneider and Eulau reply, "Because we don’t like ‘em," says Schneider. We could sell a million of ‘em. It doesn’t matter. We’ve got to like it."

Fast Fact #6: Twist originally was called Clay Trade.

Comment: Schneider says they changed the name several years ago to better reflect the store’s unique products. "They’ve got a twist," he says. The store’s logo is a spiral with a heart hidden between the strands. "That’s how we feel about what we’re doing, says Schneider. "There’s a lot of heart in it. It’s there if you want to find it."

Fast Fact #7: Schneider’s and Eulau’s experience as artists has helped them build and maintain a strong network of vendors.

Comment: "We have access to work not available in conventional marketing venues," says Schneider. "We’re very, very committed to the products and the people that make the products. We’ve really developed careers for people."

Fast Fact #8: Twist has no formal business plan.

Comment: "This is not based on some long-range plan," says Schneider. "This is organic." He and Eulau have "never planned beyond the very next thing that excited us ... we’ve got these visions and they sort of float around."

Fast Fact #9: Schneider had to overcome the notion that "commerce is the enemy of the creative process."

Comment: "It’s a bit subtle, but they really drill it into you [in college]," says Schneider. He since has learned to "love business" without abandoning his artistic instincts. "I am an artist and I understand what their concerns are and I relate to them," he explains. "Now that I’m on the other side, it’s not hard for me."

Fast Fact #10: Schneider’s father also was a retailer.

Comment: His parents owned a children’s clothing store in San Diego. As Twist took off, Schneider’s father "realized that I was serious and that I was working hard and I was building a business," says Schneider. A triumphant moment occurred in 1995 when Schneider and Eulau opened their showcase store in the bustling 23rd Avenue district of Portland. Schneider was looking forward to showing his dad the store, but his father died two weeks after it opened without ever setting foot in it. "I think about him a lot," says Schneider.

Previous columns:

• Ten Fast Facts, 11-25-1999
• Ten Fast Facts, 11-18-1999
• Ten Fast Facts, 11-11-1999
• Ten Fast Facts, 10-28-1999