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

By Reported Donna Loyle

Seven Tips for New Catalogers

Ann Ruethling started the Chinaberry catalog on her kitchen table and, with the help of her ex-husband, Ed, and others, she has built the company from the ground up.

During the years, the Ruethlings labored over difficult issues such as staffing, marketing, merchandising, finance, e-commerce, operations, fulfillment, creative, production, managing growth and much more.