Ingredients for a Catalog Startup

But Spitalny still wasn’t satisfied, and felt the finished product lacked creativity. “We look at our catalog as our sales team,” she explains. “We wanted to communicate the aura of the product along with the high quality, and that just wasn’t happening.”

Digital production has given Fairytale Brownies the flexibility it was looking for to be more creative. “We can see the shots right away; it gives us more flexibility to make changes.” Today, she says, the company uses a stylist who is highly creative, adding things such as Easter eggs and a purple spoon to shots. “Interestingly, she’s not a food stylist,” says Spitalny.