A Cut Above
How a sharpened focus on the market let Terri Alpert carve out new niches for her two catalog businesses, Uno Alla Volta and Cooking Enthusiast
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Alpert left her Wall Street job at Morgan Stanley on maternity leave and eventually founded Professional Cutlery Direct. “I knew about high-end financial products and derivatives and could build technology around that,” she says. “I wanted to see if I could create a real company from $10,000 or less. That was the goal originally. But basically, I wanted to learn things on the cheap. I’d put those learnings into whatever I’d end up doing next.”
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