Meet the family keeping your windows stylish since 1929

By Nikki Collister

From a young age, Andy Maxwell knew what he wanted to be when he grew up. In his eighth-grade yearbook, alongside his classmates’ ambitions of being policemen, rockstars, and firefighters, Andy says, “I wrote I wanted to be a partner in my dad’s business.”

That business was Maxwell Window Shades, a local fixture in the Sunset District founded by Andy’s grandparents James and Felicity Maxwell. The elder James Maxwell, a skilled painter who had helped paint the Golden Gate Bridge, first launched the family’s entrepreneurial journey by selling paint and making window shades on the side. As the window treatment business grew more lucrative, he decided to open Maxwell Window Shades in 1929. A true San Francisco mom-and-pop operation, Felicity sewed fabric shades, while James sold and delivered them by cable car.

By the time Andy’s father, James Maxwell Jr., had taken over the business, Maxwell Window Shades had become the go-to resource for San Franciscans looking to buy, install or fix their window coverings. At the shop’s original location on Irving Street near 12th Avenue, Andy’s parents kept busy running the business while raising a family of nine children. 

“My dad never wanted any of us to feel pressured into going into the business,” Andy said. “I’m the only one of the nine that did.”

Andy got started early on, cleaning venetian blinds under the supervision of his older cousin, Chris. The blinds would come in coated with dust and cigarette smoke, he recalls, “because everybody smoked back then. And so, I came home smelling like I rolled around the ashtray!”

Over time, Andy learned different parts of the business, from cutting and sewing fabric shades to installing intricate window systems. Eventually, he decided to focus on installation, while his father handled sales and Chris worked in the shop. Maxwell Window Shades later found a new home on Judah Street, and has remained a fixture of the Outer Sunset neighborhood ever since.

Repair is a key part of the business, whether it is fixing a broken cord on a Roman shade or replacing the tapes on old venetian blinds. Unlike many big-name brands, Andy and his team usually have everything needed to complete a repair in-house, allowing them to charge reasonable rates and save customers the cost of replacement. 

“I don’t like stuff that doesn’t last,” he said. “So, if I can extend the life of a shade, that makes me happy. We can change the cords to make it last that much longer.” 

This commitment to craftsmanship has earned Maxwell Window Shades many lifelong customers, who in turn recommend the shop to their own friends and family.

However, as materials and technologies evolve, staying competitive has required adaptation. For instance, window cords have come under increased scrutiny due to child safety concerns, leading to stricter regulations and an increased adoption of cordless shades. As a result, the shop has added motorized shades to its inventory – a concept James Maxwell Sr. likely never imagined when he began his business back in 1929. Now, 95 years later, it’s a tougher world for mom-and-pop shops in many ways, but his grandson Andy’s dedication to the family business is as strong as ever. 

These days, Andy gets to share that sense of pride with two of his daughters, who have become actively involved in the shop’s day-to-day operations. As Maxwell Window Shades enters its fourth generation, the ongoing emphasis on customers and community has been an integral part of the shop’s success. 

“It sounds very sappy, but my job isn’t to sell shades,” says Andy. “My job is to make people happy, and I do the best I can.”

This article is part of a series produced by reThinkRepair, a grassroots group started by Kathryn Hyde. The team has interviewed and photographed more than 40 local repair businesses since 2018. Composed of a small team of eco-conscious San Franciscans, reThinkRepair celebrates the art of preservation by sharing stories of local repair shops with the broader community.