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

By Alicia Orr Suman

The quality philosophy extends to the call center, as well. “We handle our own telemarketing efforts between approximately 100 call center and customer service associates,” Watanabe-Gerdes explains.

Training the front line on the company’s products is very important, says Watanabe-Gerdes. “We’re always filling the training room with products, making sure to bring in any new ones.”