Pure Color Jeans only got the official word that Oprah had decided to feature the pants six weeks before "Oprah's Favorite Things" aired in November 2005.

All of a sudden, CEO Kerry Jolna said, "it was like working in the commodities pit in Chicago. The first couple of weeks were really crazy."

It wasn't until the spring quarter that the company began to catch up. And almost a year later, Pure Color Jeans has doubled the size of its infrastructure but is still struggling with more demand, even though the jeans, at $158 a pop, were the most expensive of the small-business offerings on the show last year.