An Analytical Mindset

Background: Before starting Crow’s Nest Trading Co. with her husband Doug, Cary Tennis was vice president of sales at a now-defunct home furnishings catalog.

Why started a catalog: Lifestyle. “My husband is a hunting and fishing enthusiast, and he’s gotten me involved in a lot of that,” says Tennis. “We fit our own customer demographics. We felt there was a void in the market that we could reach. Plus, we were at a point in our lives, that mid-life thing, when we were either going to keep going to that same high-rise office building every day working for someone else, or we were going to do our own thing.”