Ingredients for a Catalog Startup

Spitalny and childhood friend David Kravetz had an idea for a business since they were kids: to sell David’s mom’s made-from-scratch brownies. They had no idea it would turn into a direct marketing business.

Fairytale Brownies—the business Spitalny and Kravetz started in 1992—celebrates its 10th anniversary this year. Spitalny shares what she has learned as a founder of a catalog.