A Chat with Paulette Jarvey, Owner and President, Hot Off The P

Catalog Success: What are some key points to your success?

Jarvey: Spotting trends early. For example, we sensed that scrapbooking would become a big part of the creative industry while it was still in its infancy—and we were the first to bring it to retail. Similarly, we've spotted the impact web media is having on customer buying trends, so we've developed Paper Wishes Weekly webisodes, an online "television show" with a new segment each week that teaches customers how to use various scrapbooking supplies. Of course, customers can then click to buy the product we're showing. It's been a giant success in selling product and branding Paper Wishes.