In 1994, Annie Selke began fine linens company Pine Cone Hill with an industrial sewing machine at her dining room table. Today, the company—which has since added rug maker Dash & Albert and an outlet store—has 221 employees, 50 of whom are based in India. With a perks package that includes weekly community-building events and financial bonuses for anniversary milestones, it’s no surprise that Annie Selke’s eponymous company is built largely on long-time employees and internal referrals. Selke discusses how she builds staff loyalty, the challenges of evaluating demand and why she’ll never sell product through Amazon.
