“How you respond when something goes wrong is what truly defines your company.”
Taking the risk to start a company is a feat few are fully equipped for. Any business owner knows that the first few years in business are anything but glamorous. Building a successful business takes time, lessons learned, and most importantly, enormous growth as a business owner. What works and what doesn’t when one starts a new business? What are the valuable lessons learned from the “University of Adversity”?
As a part of this series, we had the pleasure to interview Mike Steiner.
Mike Steiner is the owner of Bethesda Custom Closets & Blinds, a family‑run custom storage and closet design company serving the DC metro area since 2002. He co‑leads the business with his wife, Lindsay Steiner, focusing on closets, pantries, garages, blinds, and other home organization solutions tailored to each homeowner’s needs. The company emphasizes craftsmanship, creativity, and a community‑oriented approach to functional home design.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
Thank you so much for having me in this interview series. My path into this career was actually a bit accidental. At the time, a generations-old family business had closed, and I was figuring out what the next chapter might look like. My stepfather, who works in real estate development and construction, happened to need help on a project he was working on — installing closets in a multifamily property.
What started as simply lending a hand on that project turned into something much more interesting to me. I quickly realized how much I enjoyed the mix of design, craftsmanship, and problem-solving that goes into creating functional spaces. Seeing how something as simple as a well-designed closet could make a big difference in how people use their homes really stuck with me.
That experience ultimately led me to start Bethesda Custom Closets, where we focus on combining thoughtful design with quality craftsmanship to create spaces that are both functional and beautiful.
Can you tell us a story about the hard times that you faced when you first started your journey?
The early years were a real test. Building a client base from scratch, managing installations, and learning to run a business while keeping quality high was overwhelming. There were moments of doubt, but each challenge taught me the value of persistence and careful planning.
Where did you get the drive to continue even though things were so hard?
Seeing the impact our designs had on clients kept me going. Each completed project, each happy homeowner, reminded me why I started this business in the first place. That tangible feedback fueled my determination to grow and improve.
So, how are things going today? How did grit and resilience lead to your eventual success?
Today, we’ve expanded into a 4,000-square-foot office and showroom alongside our 7,000-square-foot warehouse. We’ve built a loyal client base, diversified our offerings into garages, pantries, and even custom retail displays, and continue to adapt to changing home organization trends. Grit and resilience were key — every installation, every challenge, and every client interaction contributed to our growth.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
One of the funniest mistakes I made early on involved touching up paint after removing an old closet system. The homeowner handed me a can of paint to patch the walls, and I went ahead and carefully filled every hole and mark left behind.
When I finished and stepped back, the entire closet looked like it was covered in shiny polka dots. It turned out the paint they gave me was their trim paint — a semi-gloss finish — while the walls were flat paint. Every patch reflected the light differently and stood out perfectly.
It was a little embarrassing at the time, but it taught me a lesson I’ve never forgotten: always read the label yourself and double-check the details before you start.
What do you think makes your company stand out? Can you share a story?
Exceptional customer service has always been at the heart of what we do. From the moment clients walk into our showroom, we try to make them feel valued. They’re greeted with snacks, a small gift bag, and a welcome sign with their name. This is a relationship-driven business, and we want every client to feel that from the start.
I remember one client who came back after an installation and mentioned that a drop of paint had gotten on their area rug. Within three days, we tracked down the exact same rug and replaced it — no questions asked. The client later told us that moment made them a customer for life.
That experience reinforced something we’ve always believed: how you respond when something goes wrong is what truly defines your company.
Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?
Build a strong team and rely on your network. Don’t try to do everything alone. Hosting open houses and collaborating with partners, as we do, not only builds relationships but also provides inspiration and learning opportunities that prevent burnout.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
My wife, Lindsay, has been an incredible partner in every sense. Her support in both business operations and design strategy has been foundational to our growth.
How have you used your success to bring goodness to the world?
We try to make a positive impact both in our community and in the way we run our business. We regularly donate surplus materials to Habitat for Humanity so they can be repurposed instead of being thrown away and creating unnecessary waste.
We also give our employees two paid days each year to participate in a community service event of their choosing, because we believe supporting the community should be part of our culture. In addition, we regularly donate gift certificates for charitable fundraisers and local causes.
For us, success isn’t just about growing a business. It’s about using that success to support the community around us.
What are your “5 things I wish someone told me when I first launched my business,” and why?
- Invest in community and networking early. Hosting open houses and connecting with other industry professionals has been invaluable.
- A showroom is a growth tool. Our expanded 4,000-square-foot office/showroom has made a huge difference in client engagement.
- Offer a no-pressure consultation. This builds trust, lets clients explore options freely, and improves satisfaction.
- Diversify your offerings. Expanding into blinds, garages, pantries, and custom retail displays allows us to stay resilient even when trends shift.
- Always look for new opportunities. Branching into senior living communities has become a great new vertical for us and has allowed us to bring thoughtful organization and accessibility to spaces where it can truly improve daily living.
Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder?
Celebrate small wins. Each completed project is a milestone. Lean on your team for support, and keep your focus on the impact you’re creating for clients — not just the daily stressors.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
I’d create a movement that helps people organize their homes in ways that reduce stress and increase productivity. A well-designed space has a huge impact on well-being, and I’d love to see more communities embrace that idea.
How can our readers further follow your work online?
Readers can explore our portfolio, services, and contact us here bethesdaclosets.com.