Hey everyone! My name is Holly Keel and my main role at the home office is working with Product Development, Graphics & Marketing, and many other departments to bring you new and better than ever catalogs each season. I started working at Initial Outfitters in 2008 in the Checking Department, looking at each and every item in an order to ensure quality before boxing it up and sending it on it’s way. Having checked thousands upon thousands of orders, I knew the line very well and when asked,  I was ready for the challenge to create new catalogs. For years I watched in the Checking Department as customers ordered items exactly as shown in the catalog.  This taught me the importance of merchandising to sell, so I get to play with jewelry and bags after they are selected for the catalog until everything is layered, paired, engraved, embroidered and pressed the way we feel it will look and sell best!  Let’s take a closer look at the catalog production process which involves many talented people to make it come to life.
Months of planning go into product design and selection as seen here with fabric swatches and sublimation patterns.  Let’s fast forward to the actual layout and production of our fall 2016 catalog.
Months of planning go into product design and selection as seen here with fabric swatches and sublimation patterns.   Most of our bags, as well as our home and patterns collection, are designed and sketched by our talented graphics department.   Let's fast forward to the actual layout and production of our fall 2016 catalog.


What could be better to get the mind going than 48 spreads of white paper waiting to have product placed on them.  This is where the GIANT puzzle begins.  Days go by”¦and weeks”¦”playing” with all the new jewelry and how it works best with the current line.  Brainstorming with our product development team leads to new ideas of how to better market our unique collections.


Selecting the background color to showcase each collection is as important as selecting the correct pieces.  The jewelry needs to “œPOP” off the page.  Yes, we actually get excited about new paper colors.


Photo shoots are quite involved and well”¦ a lot of fun!  There are many details involved in planning each photo shoot besides the obvious of selecting models, clothing, and location.  It takes an amazing team to pull off a photo shoot!  The magic happens behind the lens when models feel at ease and comfortable around our team.  Using local friends in our community has allowed us to build a base of models that  love to work for Initial Outfitters.  At the end of a shoot our exhaustion is wrapped with laughter and smiles that carry us to the next day.



Graphics make the catalog come alive!  Our graphics team pairs model shots with box shots, creates headlines and drops in text, just to name a few.  Days of editing and last minute challenges take place before everyone agrees the catalog is complete!
Meet our graphics and marketing team! 
Left to right:  Katie, Junior Graphic Designer | Nina, Senior Graphic Designer | Kayla, Graphic Design Manager | Ashley, Project Manager | Holly, Catalog and Product Development