Chinaberry: Reinventing the Wheel

Emotions come into play often at Chinaberry, whether they be in the frankness of the two catalogs’ copy, the personal interest its managers take in their customers, or in their desire to stay the course in books. “We’re emotionally attached to Chinaberry catalog,” Ann Ruethling points out. “Most people think we do an excellent job picking our products. But it’s always harder to price competitively because we’re a pretty small cataloger that doesn’t carry a lot of clout with vendors.”