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

By Reported Donna Loyle

Isabella’s target demographic includes women age 40 and older, with annual household incomes of $40,000 or more. In all, 40 percent of the company’s revenues now come from the Isabella catalog, says Gary DeMaine, president.

Some Creative Play

The copy for both catalogs is written in-house by four or five contributors, including Ann Ruethling. Pages are designed by an employee who now works from her home in Texas. “It’s all done with scanned images, which we repurpose for the Web,” says Ed Ruethling.