A Grand Plan in Action

The result was their first catalog, an eight-pager with 60 SKUs that broke every rule in the book (e.g., black pages with reversed-out, white, sans-serif type). It was mailed to a donated list of 17,000 individuals who had an interest in things Irish. The O’Connors personally affixed all 17,000 stamps and carted the finished books to the post office for mailing.