Chinaberry’s winning combination: soft on the outside, savvy on the inside

By Reported Donna Loyle

Chinaberry’s target demographic includes married women, 25 to 54 years old, with children or grandchildren, and annual household incomes of $45,000 or more.

Founded in 1995 by Ann Ruethling and Patti Pitcher, Isabella offers products mainly targeted at women. Its tagline, “Books and Tools for Reawakening the Spirit,” sets the stage for the merchandise lineup found within. The buyers have gathered offerings—including books, health and beauty items, home decor, jewelry and more—that promote relaxation, spiritual guidance, and health and well-being to today’s busy women.