Susan Blackwell, manager of the BonWorth located in Merchant Square Mall on Highway 301 in Zephyrhills, believes her store is the best-kept fashion secret in town.
“Zephyrhills is the perfect location for a clothing and accessories store that caters to older women,” said Blackwell. “This area has so many retirees and seasonal residents who come seeking the relaxed, comfortable Florida lifestyle. We provide the fashion that fits that lifestyle.”
In an era of declining brick and mortar retail store sales, BonWorth has stayed the course by focusing its line of quality women’s fashion on style, comfort and ease of care for a predominantly 45+ market. Founded 1966 in Hendersonville, North Carolina, by the Wells family, the company expanded by opening over 290 stores across the country.
Upon retirement of the last member of the Wells family, the company was acquired in 2014 by a former supplier, Mr. Gurusankar Gurumoorthy, who saw the BonWorth brand ripe for growth and ready for a slight change that would include a younger demographic without losing the older one.
Blackwell said the daughters of loyal, long-time customers are now shopping her store, oftentimes with their mothers. “Today, women care more about feeling good in their clothing, while still wanting to be fashionable,” Blackwell said. “The clothes and accessories we carry enable them to do both.”
Blackwell began her career with BonWorth in 2013 as a part-time associate, with a promotion to store manager in 2015 – and with good reason. Under her direction, the store began providing offsite trunk shows at area assisted living facilities and now participates in many local fundraisers, such as the annual fashion show hosted by the Alzheimer’s Family Organization.
“I love doing trunk shows,” said Blackwell. “It’s so rewarding to help elderly women who aren’t able to come to the store, or who don’t like to shop on the internet. They get so excited when I show up. I believe they value having a personal relationship with someone who understands their unique needs.”
Blackwell believes BonWorth’s casual, one-stop shopping experience is what attracts shoppers. “There’s always something new. For example, the new fall line features coordinating collections and an abundance of mix and match separates in Misses and Petite sizes. Our designers constantly introduce new colors, fabrics and accessories while also bringing back, season after season, long-time customer favorites such as our uniquely BonWorth LeChute fabric.”
As to the future, Blackwell said her vision is to see the Zephyrhills location become a premier shopping destination for seasonal and year-round residents.
