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

By Reported Donna Loyle

During the next few years, the company grew and its product line expanded.

Ruethling’s husband, Ed, came on board to help run the catalog, now based in San Diego. The couple hired a president, a veteran of the financial and investment worlds. They started a second catalog, Isabella, and developed Book Fairs and a Web site.