In 2005, Jade Leaf Matcha founder Eileen Gittins wanted to do something she thought would be relatively simple: Make a book of her own photography. The “make a book” part was possible, sure, but the costs were prohibitive. And the “simple” part? Not so much. “Why,” she thought, “should anyone have to take out a second mortgage and hire a small army just to publish a few copies of their own book?”
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