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

By Reported Donna Loyle

4. Listen and learn—but follow your own instincts, too. “So many people said we couldn’t make money selling books in this day and age with Amazon and Barnes & Noble as competitors, but we do,” says Ed Ruethling. “They said copy-intensive catalogs like ours are bad. But we’ve been successful with it.”