Profile: Building a Catalog From the Ground Up

BIGGEST INITIAL CHALLENGE: “Educating myself about printers, paper, mailing lists, postal rates, etc.,” she says. “I didn’t realize when I set out to start a catalog just how many hats I would need to wear. Most people tell me that it’s so much easier and cheaper to start a catalog business than to open a bricks-and-mortar store. All of us in this business would beg to differ.”