The Transformer
Changing with the times, a needlework store morphs into a thriving home décor super-shop to keep up with customers’ demands.
Jeff Brown remembers the early days of his retailing career when he, his mother and aunt operated It’s a Crewel World — a full-line needlework shop in a quaint, Victorian home in Texarkana, Texas. It was the mid ’70s; needlework and hands-on crafts were all the rage. There was no other store like Brown’s in Texarkana, and the trio had a devoted clientele.
As customer preferences changed, however, the store began carrying a few gift items and slowly over the years branched out to sell antiques and home décor. Jeff’s mother eventually retired, and his aunt returned to teaching.
Five years ago, Jeff moved into a 7,000-square-foot store. He renamed it J. Brown for the Home and now specializes in home decorating. The store carries upholstery, case goods, pillows, bedding, rugs, art, fabrics, trims, personal care items, candles and home fragrances. “We operate like an old-fashioned design studio. We carry some inventory but do lots of special orders,” Brown says.
He attends Dallas Market Center markets often and takes advantage of open daily showrooms between markets if he needs something specific for a client. His favorite showrooms are Codarus, Donald McEvoy, Doris Sanders, Global Views, Goetz, Lila Reed and Two’s Company.
“One of the hardest things about retailing is editing, buying the right mix. I love beautiful things and going through a showroom picking out the best things for the money,” he says. Where does he get his ideas, and how does he keep up with the times? “I look through shelter publications and other design magazines, and I just try to be observant when I travel and in my everyday life."
Jeff Brown and his Texarkana, Texas-based store,
J. Brown for the Home
