Bell & Sward was born out of a simple frustration: you couldn’t find a high-quality white dress shirt in Conway. Looking back at 2014, how did you determine this wasn’t just a personal inconvenience, but a scalable business opportunity for a high-end clothier in this market?
Erik Sward: After coming up with the initial idea of the store, we began to reach out to leaders in the community to gauge interest and whether it was a sustainable business. We also looked at the history of the Conway market and its higher-end boutiques. Conway has a long history of men’s clothing stores, and we felt it could work if we brought in the right selection.
Bell & Sward carries brands such as Peter Millar, Barbour, and Martin Dingman. How do you decide which brands to carry, and what role does that play in shaping your identity?
I am always on the lookout for new brands. When we first opened, we went after what we knew was popular, a quality product, and what we thought our customers would like. Over time, we have evolved as we learned more about our customers’ wants and needs. Brand selection is important in shaping the store’s identity, but it is not everything. If you do not back it up with good customer service, it’s not going to mean very much.
In an era of online shopping, how does the in-store experience set you apart?
Online retailers cannot offer the experience brick-and-mortar stores offer. Customer service is the number one thing that sets us apart. The ability to build relationships and offer specialty services gives customers a reason to come into the store. My team is very knowledgeable about our inventory, so we can help customers find the fit and styles they prefer.
How has being part of downtown Conway influenced your business?
Conway is blessed with an incredible downtown shopping scene. Without the location, foot traffic, and fellow retailers downtown, I do not think we would have experienced the success we have. Being surrounded by wonderful businesses brings more faces and shoppers downtown. I cannot imagine Bell & Sward existing without downtown.
You’ve secured partnerships with brands that rarely open accounts outside larger markets. How do you build those relationships?
This business is predicated on relationships, whether with vendors or customers. I try to keep an open line of communication. When we first started, we had to prove ourselves. Now that we are approaching 12 years in business, our track record speaks for itself.
How do you engage new customers while retaining loyal patrons?
We are always welcoming to old and new customers. Social media plays a massive role in engaging customers today. I was once told, “If you work hard and treat people the right way, you will succeed,” and those words have stayed with me.
While many retailers are downsizing, Bell & Sward continues to expand. Why do you still believe in physical retail?
I am a firm believer in brick-and-mortar space. Humans desire interaction, and the internet does not provide that. Our customers’ response to each expansion has given me the confidence to continue investing. At the end of the day, I attribute our success to hard work, sound business decisions, superior customer service, and ultimately, the grace of God.