Ornamental Spin-off for The Guild

The Guild, a purveyor of artworks and artisan decor and jewelry, is launching a spin-off catalog to its Artful Home book in time for the holidays. The 36-page new title, Artful Home Ornaments 2008, sells handmade holiday ornaments and will arrive in homes Sept. 15.

Spokesperson Julie Kolka would not provide circulation figures, but says the new catalog will mail to a mix of current customers and prospects. The ornaments catalog will drop three times a year: September, October and November.

The company will also launch an online ornament boutique on Sept. 19. The online version of the catalog will include Artful Home’s entire 2008 collection of ornaments, displays and tree toppers, including the classic “Wilbur” the pig ornament.

What prompted the launch of the new catalog? It’s a strong category “that speaks to both existing and new customers,” CEO Lisa Bayne says. “The ornament catalog is our way to reach all these customers, express the extraordinary ‘specialness’ of these exquisite little works of art, target our direct marketing dollars and efforts, reinforce category dominance, and capitalize on print and Web synergy.”

Improving catalog sales and its online presence has been a focal point for The Guild ever since it received $7 million in funding from two venture capital firms — Dolphin Equity Partners and Equity Partners — in January 2006. The company debuted its initial print catalog and Website in 1999.