Today's Highlights

• Humble beginnings
• Poll: The envelope, please ...
• Ready for red?

NEWS

Etonic ties into LPGA T&CP

Etonic Worldwide and the Ladies Professional Golf Association Teaching and Club Professionals announce that Etonic will serve as presenting sponsor of the 2007 Teacher of the Year, Professional of the Year and Coach of the Year Awards on both the sectional and national levels. Etonic will also be a Diamond Sponsor for the 2007 LPGA Teaching and Club Professional Championship and a Gold Sponsor for the 2007 LPGA T&CP National Team Championship.

Circling Raven three-peats

Circling Raven Golf Club in Worley, Idaho, earns Merchandiser of the Year distinction from the Inland Empire Chapter of the PGA. Circling Raven won in the Resort Facility category.

Callaway Golf Eyewear debuts new Sports Series

Callaway Golf Eyewear introduces its new line of sport-specific performance eyewear, the Sport Series S250. The eyewear is a semi-rimless sport style that, the company reports, crosses gender and age boundaries.

FEATURE

Humble beginnings

By Janice Ferguson
GPA Fashion Correspondent

There are a lot of big, successful apparel companies in the golf industry. No sense rattling off their names because you know them, and we repeatedly see their products in our favorite retail stores, pro shops and resorts.

These mega golf companies have research and development departments, massive distribution channels and plenty of advertising dollars, not to mention travel budgets, a powerhouse of employees and large, shiny office buildings. Maybe even a corporate jet or two.

And then, there's the barn at L.B. Belt Co. Nope, not a typo. A barn in Ohio serves as headquarters for L.B. Belt's mere 2.5 employees and warehouse for its entire belt inventory. It also serves as hub for all of the shipping and receiving operations.

Five years ago, after a round of golf, Linda Brown, founder and principle of the L.B. Belt Co., sat with her husband, Harry, in the clubhouse lounge. Linda made an innocent comment about wishing she could find a nice belt that matched her golf shoes and that none existed. Harry suggested that perhaps she should design and make her own.

Enter the cocktail napkin drawing. All of a sudden you have a new business, and a new business partner.

The Browns set up their do-it-yourself operation and maintain that level of humbleness even today, although their belt business has grown exponentially. There have been some changes along the way, namely a new manufacturing source overseas that has allowed L.B. belts to come down in price, while actually increasing the quality. Not sacrificed was any of the craftsmanship that is trademark to the brand.

"That was two years ago when we found new sourcing, and that's when the company really took off," Linda Brown said. "There aren't many belt companies in the golf marketplace, certainly not any that are as unique as ours, so I found a niche business that was born from a personal need, or desire, for a fashion accessory."

Fine Italian leather and genuine snakeskin are used to construct the belts, but the most distinctive feature is the buckles and ornamentation. Made from nickel and gold, the buckles are shaped like a golf ball, golf green, clubs, bag, glove and the word golf.

Seven color options of lizard and snakeskin ball caddies are another part of the L.B. product line. They come with a gold or nickel snap-on ball marker, hold two balls and tees, and slide on all the belt styles.

A pink Breast Cancer belt with the familiar ribbon symbol as the buckle is also available in the collection. Having several close friends affected by breast cancer, Linda Brown decided to design a belt that would help raise awareness of the cause.

"We donate $30 of every Breast Cancer belt sale to the Barrett Cancer Center in Cincinnati, Ohio," Brown said, "and for every $25,000 we give them, the Center qualifies for research grants that can be as much as $10 million. We're very proud to support such a worthwhile organization in the fight to cure breast cancer.

Another part of the business the Browns are proud of is customer loyalty. One such customer is Peggy Kirk Bell, LPGA co-founder and Pine Needles Lodge and Golf Club operator and instructor in Southern Pines, N.C. She is reported to wear her L.B. Belt on a daily basis.

"Peggy wears our belt with the golf ball buckle," Brown said. "When she's instructing, she tells her students to come through their downswing turning their mid-section so the buckle is facing the target. If they're not wearing our belt, Peggy tells them then they'd better go to the pro shop and get one."

What will be added to the barn's inventory next? There is a new golf scarf belt and a reversible belt on the horizon. Slated to have a retail price tag just slightly higher than the current $35.95-$39.95 range, the fresh additions promise to be a big hit with consumers.

"We want to venture out and offer new things," Brown said, "yet stay a smaller company and have clear direction so we don't blend into the woodwork with others. I want to be different."

Different, successful, and still humble -- there are some good things going on at the L.B. Belt barn in Ohio.

L.B. Belts can be found at retail locations across the U.S. and internationally, or at www.lbbeltcompany.com. For more information, call 513-248-8216.