Tailoring Directly to Their Customers

HOW THEY OVERCAME THAT CHALLENGE: Leveraging the existing customers they had from the wholesale jewelry business with their new catalog offering. “We were able to add product to the catalog and offer it to those who were already buying at retail,” Bob says.

BIGGEST CHALLENGE THIS YEAR: Working with the cataloger’s suppliers. Recently, vendors haven’t been meeting their standards. To help alleviate this problem, Bob and Sue take a very hands-on approach in picking the colors, designs and fabrics, etc., of all the clothing they select for the catalog. “We spend time in mills, looking at weaves and fabrics,” Sue explains. Earlier preparation has helped to alleviate some of the vendor problems, allowing the Prenners enough time to change and adjust before placing products into the catalog.