Store Profile

Location: online only
Price range: ($) Budget - ($$) Mid-Range

Store History

  • Founded: November 2012
  • Founded by: Dan and Michelle Bernstein
  • Headquarters: Fairfield, Connecticut

We discovered the original rollers at an antiques shop in Kennebunkport Maine and wanted to re-create a forgotten decorating technique.. We now have our own line of rollers.


Browse through the offerings at NotWallpaper and you'll find yourself lost in a daydream haze of possible projects. Their clever rollers, capable of painting on anything from walls to clay, create stencil-like images that are as versatile as they are attractive.

Dan and Michelle Bernstein, the duo behind NotWallpaper, created the company after finding antique rollers in a shop in Kennebunkport, Maine. Inspired by this mostly forgotten decorating technique, they decided to set up a shop selling more modern designs. Their offerings now include delicate florals, frolicking deer, and trendy wood grain, ready for just about any project that could benefit from a pop of pattern.

Launch date: We launched in November 2012 and we've been going strong ever since.

Merchandise source: For our new collection, we created all the designs based on what our clients requested and what we would use in our own home. Our printmakers currently create our rubber moldings for us, but we're in the process of learning the trade for ourselves.

Best selling item: The "Spring Bird" design.

Your favorite item: Our new leopard design, coming out this fall. I designed it myself.

Favorite store (other than your own): Honestly, it's Sephora. I'm like a kid in a candy store there: I can never get enough. My second favorite is Horchow — it's a great source for inspiration and styling ideas.

(Images: as linked above)