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

By Reported Donna Loyle

DeMaine says initiating these programs points to the methodical approach to success that now defines Chinaberry. “In the early years, Chinaberry had metrics that other catalogers couldn’t believe and were envious of,” he says. “But in business, success isn’t guaranteed and failure doesn’t have to last forever. You can’t get a big head in this business.”