Ingredients for a Catalog Startup

Catalog creative: Never satisfied. In 1995, Fairytale Brownies created its first four-color catalog. Spitalny recalls, “A girl we grew up with did the photography. We had a beautiful picture on the front—one photo with everything in it—plus some testimonials and the story about how the business started.” It was a good first shot, but not very effective at showing off the product, Spitalny says.