Tools of the Trade

We also realized that our annual big book wasn’t what the market needed anymore. Customers needed to be reminded we were there more frequently than we were mailing. We eventually settled on a bimonthly cycle.

CS: What sets Garrett Wade apart from other catalogers?
Chinn: We’re still well known and appreciated for having a distinctive style graphically. Faithfulness to that, although it’s not as lush as it once was, still drives us. We romance our product, make it look good. If we think it’s a good tool, it should look good in the catalog. It should look as good in the catalog as it feels in your hand. Lots of others have grabbed on to that idea, but I still think we do it better.