A Chat with Paulette Jarvey, Owner and President, Hot Off The P
© Profile of Success, Catalog Success magazine, May 2006
Interview by Sharon R. Cole
Catalog Success: When was the catalog established?
Paulette Jarvey: The first issue went out February 2002.
Catalog Success: Where are your headquarters?
Jarvey: Canby, Oregon with distribution out of Stevens Point, Wisconsin.
Catalog Success: What is your primary merchandise?
Jarvey: Supplies for scrapbooking: patterned papers, kits, embellishments and idea books.
Catalog Success: Number of SKUS?
Jarvey: 1,100 per issue
Catalog Success: What are your primary customer demographics?
Jarvey: Women who are passionate about scrapbooking, cardmaking and papercrafting. Our customer is usually college-educated with a job and family and a healthy disposable income.
Catalog Success: What are your main sales channels?
Jarvey: Our Paper Wishes sales are direct to consumer, but we also sell our proprietary products to independent scrapbook stores and chain craft stores across the US and Canada and through distributors in the UK and Australia.
Catalog Success: How many employees do you have?
Catalog Success: How did the company get started?
Jarvey: Hot Off The Press celebrates its 26th year in business this year! We've always sold our books and products direct to consumer as well as to retailers and distributors, but in 2002 we decided to offer them an easy way to buy coordinating scrapbooking supplies. The result was an immediate hit!
Catalog Success: Had you any experience in cataloging?
Jarvey: None except for having our standard trade product catalog. Certainly the catalog terminology like "squinches" was new, as was the idea of sourcing and seeding names. But we did our homework! We worked with Lois Boyle (through Jack Schmid & Associates catalog consultants) before getting systems in place like fulfillment and customer service.
Catalog Success: What was your biggest challenge in the first few years and how did you deal with it?