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

By Reported Donna Loyle

The company’s Web site is designed in-house but hosted by third-party vendor BookZone. “Sending the hosting out of house was a cheaper route to go for now, rather than us having to hire a full-time Web master,” Ed Ruethling explains. “When Web sales are high enough to produce substantial earnings, we’ll probably bring the Web design and hosting in-house.”