Lori: Our first catalogue was one piece of paper, folded twice. We put together some ads and put them in the New York Times and the Boston Globe, but didn't get much response.
Steve: We thought we might have to give up and go find jobs, but as a last-ditch effort, we put an ad in The New Yorker saying "serious lighting for serious readers," and people started calling. The ad ran Oct. 12, 1987, which was my birthday, and by Christmastime we had 47 customers.
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