Today's Highlights

• Changing careers with style
• The perfect pairing
• Avoiding course meltdown

NEWS

Fairway Skins release new Butterfly line

Fairway Skins introduces its new Butterfly Collection, a line of six new 100 percent cabretta leather gloves.

You gotta "Believe"

Golf Town introduces its exclusive Founders Club "Believe" line of ladies equipment and accessories with a portion of proceeds benefitting breast cancer research.

Q-Link worn at Frys.com Open

Clarus Transphase Scientific Inc., developer and manufacturer of Q-Link bracelets and pendants, confirms that its SRT-3 products were worn by 19 players in the Frys.com Open field, including two top-20 finishers.

APPAREL

Changing careers with style

By Janice Ferguson
GPA Correspondent

What successful ingredients would a medical device sales person need to change careers and start an e-commerce business for golf apparel?

Try a pound of courage, equal parts brains and talent, a dash of desire and a bucket full of vision.

That is what John Coleman, 31, young husband and father, had in his arsenal when he left a secure, well-paying job of eight years in January 2007, to launch FairwayStyles.com, a web-based retail site that offers stylish designer men's golf apparel from around the world.

"No matter what the product, it's all the art of selling as far as I'm concerned," Coleman said. "I knew there was more great looking, contemporary golf fashion available that I simply couldn't find at pro shops or large retail outlets."

Coleman didn't attend his first PGA Merchandise Show until a year after FairwayStyles.com began, but he plays and closely follows the sport of golf, including what the professional players wear.

"I loved the outfits that guys like Johnny Miller, Jack Nicklaus and Arnold Palmer used to wear," Coleman said, "the plaids, seersucker, bright orange pants, etc. I wasn't born then, but have seen several pictures."

In 2006, Coleman started noticing a few of the tour players moving away from wearing traditional khakis and polos to much brighter and more fun, fashionable golf apparel. He began countless hours of research and sought out some of the emerging companies that offered contemporary clothes from the U.S., Canada and Europe.

That's when Coleman strung the line between points A and B - several golf apparel companies were making trendier clothes, but there wasn't anywhere in the U.S. he could find to purchase them. A classic case of "if you want it done right, do it yourself," and that's when Coleman decided there was a void to fill, jumped in with both feet and changed career paths.

"Providing an easy way to find stylish golf apparel from the latest designers no matter where you live just seemed like an opportunity that wasn't being addressed," Coleman said, "and that's what spurred my leap of faith."

Naturally the golf apparel manufacturers Coleman first broached with his idea were excited. Canadian-based Sligo Wear Inc., was first on his contact list. Ironically, the timing of their business agreement couldn't have been more perfect as Eric Axley won the 2006 Texas Valero Open wearing a Sligo outfit - a very eye-catching ensemble of black and pink striped pants with an acid pink shirt.

Sligo's inbox from U.S. customers overflowed, boosting Coleman's confidence that he was on to a good idea with FairwayStyles.com. The Richmond, Va., operation was underway and soon Quagmire, Puma, CBUK, Loft 8, Ian Poulter, Pahr Golf and Original Penguin collections were added to the mix.

The Travis Mathew line will be new for spring/summer 2009, and women's apparel is scheduled to launch at the same time. FairwayStyles.com gift cards will be introduced in time for hassle-free online holiday shopping. The fact Coleman stocks and warehouses product ensures a broad selection of styles and sizes, as well as the ability to fulfill orders more quickly than drop shipping.

In addition to finding stylish golf apparel from around the world on Coleman's site, also take note of the attractive $4.95 shipping costs within the U.S.

"One thing I couldn't stand when shopping online was getting to the end of my order and seeing outrageous shipping charges," he said. "I would simply cancel and end up not making a purchase. I want to ensure that doesn't happen with FairwayStyles.com customers, so I'm committed to keeping shipping costs as low as I possibly can."

That's one smart cookie.

For information, visit www.fairwaystyles.com, or call 804.601.2531.