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

By Alicia Orr Suman

Started with just 13 employees, Tender Heart Treasures has grown into a $60 million company with about 400 employees. A significant portion of the annual revenues come from the catalogs, says Watanabe-Gerdes. Though she declined to say how much of the company’s business is catalog, she did note the catalogs continue to experience significant growth.