Beth Leonard Hollis started an in-store bakery 20 years ago and built a catalog from scratch

By Alicia Orr Suman

Her greatest challenges: Keeping shipping costs down. “Baskets are expensive to ship,” she notes. “We have to balance the cost side with service. It’s really a service, putting out our baskets. We fill and pack them ourselves. And we don’t charge an arm and a leg, so we must do the job as smartly as we can.”