A Chat with Paulette Jarvey, Owner and President, Hot Off The P
Catalog Success: What is your biggest business challenge and how do you plan to resolve it?
Jarvey: My challenge, both personally and professionally, is to always look at how we can do things better. I'm always searching for ways to improve what we do, and I count on my team of employees to come up with suggestions for making their jobs more efficient. It's an on-going challenge!
Catalog Success: What are some key points to your success?
Jarvey: Spotting trends early. For example, we sensed that scrapbooking would become a big part of the creative industry while it was still in its infancy—and we were the first to bring it to retail. Similarly, we've spotted the impact web media is having on customer buying trends, so we've developed Paper Wishes Weekly webisodes, an online "television show" with a new segment each week that teaches customers how to use various scrapbooking supplies. Of course, customers can then click to buy the product we're showing. It's been a giant success in selling product and branding Paper Wishes.
I'd have to say another key to success is the talented team here at HOTP. We have a dedicated Paper Wishes buyer, amazing graphic designers, and people who feel personally vested in the success of the catalog. It's great to work with such talented and creative people every day.
A third key to success is the variety of new product. Because scrapbooking is a fashion-based industry, it's important to the consumer to have new and exciting product all the time. HOTP creates new product three times each year, so we always have something new—and our vendors are great about showing us the newest things first.
Catalog Success: What goals do you have for the catalog?
Jarvey: We're continuing to grow at a steady pace, both in number of customers and number of pages. I'd like to continue expanding beyond scrapbooking. Our customers have become avid cardmakers and it's fun to bring them even more creative products.