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

By Reported Donna Loyle

This year, their efforts are paying off: They’re taking the company public, and they expect to generate $10.5 million in sales, up 18 percent from 2000. Along with Gary DeMaine, president of Chinaberry, they offer sage advice for other catalog entrepreneurs:

1. Delegate smartly. “You as the founder may not be the right person to take your company to its peak potential,” says Ed Ruethling, marketing director. “Company founders must recognize and be honest about their own shortcomings.”