Chinaberry: Reinventing the Wheel

“This was hard to do, because our identity was traditionally as a bookseller,” says Assistant Merchandising Director Janet Kelly.

In fact, as Ruethling points out, the company’s catalogs always have been known as the places to turn for advice on book purchases. “We’ve always been known as a resource,” she says. “So we’ve tried to find ways to make money while still being a resource.”