Tender Heart Treasures creates 90 percent of its own products—and considers this one of its competitive advantages.

By Alicia Orr Suman

Olsen says, “We try to design with price in mind, knowing our customers appreciate a great value. Our buyers work closely with the design team to keep production costs in line with our merchandise pricing strategy.”

Watanabe-Gerdes believes the catalog has continued to grow steadily and profitably, “due to our ability to design and source our own concepts and offer them at highly affordable prices. Our own unique designs add value to the products.”