Maintaining the Gold Standard

By featuring only merchandise that can support its tagline, “Products that bring the world and its wonders to you,” the catalog seems to please both longtime Society members and newfound customers. Since its relaunch in 1998, the catalog’s revenues have risen 144 percent, and its buyer file has doubled to 309,390 consumers. Such results can be at least partly credited to building the organization’s brand mission into every step of the merchandising process.