The 2001 prospectus for Chinaberry’s direct public offering led with:
Chinaberry, founded in 1982, offers books and other items
to support families in raising their children with love, honesty,
and joy to be reverent, loving caretakers of each other and the
earth. Conscious parenting is one of life’s most important and
challenging responsibilities. Our catalogs offer support and
encouragement to parents on this path.
|It then went on to say, under “Objectives”:
We want to be a business primarily owned by employees, customers,
and other investors who support and share our values.
|Chinaberry had developed its Internet
marketing to a very effective level. We, in turn, had a lot of
experience since advising on the first Internet direct public offering,
opened in August 1995. This offering was designed primarily for the
Use of the Internet for share marketing made the state securities law
compliance all the more critical. Unlike offerings announced in writings
delivered through the mail, we needed to limit announcements, and access
to the prospectus, to those states in which we had filed or were within
Electronic delivery of the Prospectus was accompanied by a share
purchase order and a Frequently Asked Questions. The biggest challenge
was to help customers see Chinaberry as an investment. The high respect
and loyalty had come from the selection of products offered and the
personal shopping service provided. A new perspective was needed for
customers to consider buying shareownership.
Announcements of the offering were included in catalogs and product
shipments, as well as specific written mail pieces and email messages.