Why Annie Selke values company culture above all else

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.