A Principled Approach

Role within the catalog: Fisher and his business partner Stew Maloney founded the company. Fisher writes the copy and is the creative force behind this colorful and fun catalog of high-end pet supplies.

Why they started a catalog: They initially set out to start a product line in the pet business, and later decided the merchandise would be attractive in a catalog format. “I love catalogs,” says Fisher. “I read them like other people read books. I love the copy, the format, the merchandise, the paper, the binding, the smell of them — everything.”