How does a business that’s been here for four generations stay relevant?

According to David and Jackie Ward, owners of Ward Furniture and Flooring, a big part is by allowing younger family and new staff members the opportunity to join the excellent staff already in place. This combination creates energy, enthusiasm, and fresh ideas that propel a business forward.  That reference was made in particular to the couple’s daughter Scottie Ward, the fourth generation to be involved with the family business, and project manager Brad Sherman, who was hired in 2022.

Without a doubt, David knows the feeling of being one of the “younger ones,” since he began working at the family business while he was in junior high.  His starting job was to dust the entire store, and he also was tasked with raking the (then-stylish) shag carpet.  Without realizing it, the family business, originally begun in 1944, was already getting into his blood as he watched his grandparents, and then his parents, stay committed to offering quality products and courteous service.  While a student at Texas A&M University, David made the decision to return home to join Ward Furniture on a full-time basis. His wife Jackie joined him in the business a few years later. 

When asked if the family business was always her plan, Scottie replied, “No, not really. I went to school and majored in accounting. After college, I worked for a big, corporate accounting firm and realized it really wasn’t for me, so I found my way back home.  The challenge for me was…where can I help?  I am not a designer or a flooring or furniture expert, but I wanted to be able to help mom and dad grow the business.”

David said, “When we are thinking about the future of this business, we look to Scottie – She’s the future.  The younger staff members bring fresh and new ideas to the table, and I need to get out of the way and let them do their thing.”

I asked David if that meant he was thinking about retiring. He grinned while shaking his head no, and Jackie confirmed, “No, but it would be nice to get to go for lunch!”

“As scary as it can be to think about running it myself someday, it’s also very exciting to think about the potential I see as our community grows,” said Scottie.  “I watched my dad create the flooring part of our business when he saw the need.  Knowing that can be done makes me keenly aware of paying attention to other needs we might meet for our customers and community.  It’s an exciting time to be involved!”

Jackie said a big change has been seen in some of the youthful styles many young adults prefer.  “It is fun to see some of the youthful influences in the store. We want something for everybody.  We still have plenty of styles that are more traditional, but if you happen to like contemporary, we want you to know we can do that as well.”  She said Ward Furniture & Flooring is a place for young adults, too.  “The more they come, the more we see and understand what they want.”

The one thing that will never change is that Ward Furniture stands for quality.  Both David and Jackie are proud of the fact that for almost eight decades, the Ward Family has been serving the area with quality furnishings, flooring, and accessories.  Said David, “We want to sell quality furniture that we can put in someone’s home and know they have something that is going to last them a long time.”  Jackie agreed.  “Whatever someone’s style is, our goal is to have (or get) what they want to make their home beautiful for them, and to do it with the signature Ward Furniture service.”

In addition to quality – service is one of the things Ward Furniture is most known for.  Not only can you expect excellence when you are purchasing an item, you can count on Ward’s to stand behind the products they sell.

Something people may not know about shopping with Ward Furniture is the added benefit of the two on-staff designers, Kim Sanders and Janice Edwards. Some customers ask for assistance with small tasks (like helping them arrange their new furniture purchases) or large ones (like assisting with remodels and new construction). “We have the best designers ever,” said Jackie, “and they are known for the beautiful designs they do in traditional homes, but they are also able to work with more contemporary styles, too.”

Kim said, “One of the things I enjoy most is helping customers in a way that shows we care.  For example, we had an older client who came in and said, ‘I’m a little old lady, and my feet don’t touch the floor.’  Because we aren’t limited to just what we have on the floor, we were able to help her get exactly what she needed to be comfortable.  That matters to us.”    Janice agreed and stated, “Often customers think they know exactly what they need, but they really don’t. With our years of experience, we are able to share things with them they may never have thought of.  It’s very rewarding!”

A recent customer wrote, “One of the things I appreciated most about working with the Ward designers is that you helped me envision and create a plan we were able to implement in phases.  You never made me feel like I had to do it all at once.  Tremendous service, from answering the phone, to your designers, to delivery!”

Regarding seasonal changes, Jackie commented, “It is always fun to see what happens in the store each season as new inventory arrives.  The fall and the upcoming holidays are when everything becomes festive.”  Kim and Janice know this is the time of year customers think about the holidays and updating for guests and family.  Said Kim, “This is when people tend to like to shop for new accessories and décor, as well as dining room and sofa sets.  They also tend to think about whether they have enough beds.  Sleeper sofas and mattresses are really popular at this time of year.” 

Jackie added, “Yes, when guests are coming, you need to think about your beds.”  To which David quipped, “There’s this fine line between your beds being good enough so they’ll come back to visit, but not so good they’ll stay too long!”

According to Jackie, supply chain issues are almost back to pre-pandemic speeds.  The only difference now may be the price.  Jackie said, “If we have one on the floor, and we need to order another, the price may be slightly higher.”  David said, “It’s kind of like ordering lobster at a restaurant – it’s market price out there right now.  Some things we are still having to tweak and work through because of the effects of the pandemic.”

David pointed out the addition of Brad Sherman to their team last year.  “Brad has been a big asset for the store.  As project manager, he helps with estimations and job visits for both residential and commercial customers.  He’s much more savvy with technology than I am, and just an overall good person.”

When I mentioned to Brad that I’d like to get a quote from him, he was still in full project mode when he realized what I meant. “OH!  THAT kind of quote!  I was trying to figure out what you needed a price on!”  Brad said his favorite thing about his job is easy to put into words. “My favorite thing is we are able to establish a relationship with people in our communities and serve them generation after generation.  Ward (Furniture) was here long before I was, but I get to meet people who tell me they came to this area 40 years ago and bought from Ward Furniture then.  It’s a powerful statement to what we’ve been doing here all these years, and I’m glad to get to be a part of that.”

In a nod to the past, Jackie said, “A handshake was a contract back then. Our motto is still ‘where personal service is a tradition.’ Our personal service, in my opinion, can’t be beat.”  And in a nod to the future, David said, “Scottie and Bradley are both really good at helping us on the new and the digital side of things for furniture stores…every single day we are learning!”

Ward Furniture & Flooring offers more than a great place to buy furniture, flooring, accessories, and custom window coverings.  They pride themselves on their customer service and having a great team that can adjust to a customer’s style and price point.

And that is how a family stays in business for four generations.