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

By Alicia Orr Suman

From product photography and page-layout design to copywriting, public relations and production coordination, a team of 12 creates and produces all of the company’s advertising material, including catalogs, space ads, direct mail packages and visual merchandising displays. Annually, they generate more than 700 fresh catalog pages and more than 2,000 new shots between the two titles.