On Pointe

Jason and Kerri Cowgill’s daughters, Katie and Emily danced for 12 years. There was only one problem. If they needed replacement shoes or dance gear there was no place in Northeast Arkansas to buy those items.

Often, they would have to order items online and hope that they fit right and would arrive on time. The closest brick and mortar stores to get this type of clothing and shoes would be hours  away.

After contemplating opening their own dance apparel and shoe store, the couple opened On Pointe in Jonesboro last August.

“We are in what they call a dance apparel desert,” Kerri Cowgill said.

The Cowgills think there is a solid customer base for their business in the region. There are about 10 or more dance studios in the Jonesboro/Paragould area and all the public schools have dance teams. Arkansas State University also has a dance team.

Other cities in the region, like Batesville and Pocahontas also have dance studios, theater schools, and public school dance teams as well.

“We want to be a regional resource,” Jason Cowgill said.

This is the first business the couple has owned, and they’ve kept their other jobs. Jason has been in banking and finance for 18 years, while Kerri has worked in the dental and medical industry.

They both can work remotely, so they often split shifts at the store. Occasionally, they’ll have a student fill in for them when they are out of town.

One thing they are trying to do is change the mindset of consumers. Buying clothes on the internet is a risky task because you don’t know if they’ll fit right, Kerri said. Often consumers will buy several sizes of the same item to make sure, and then return the ones that don’t fit. Those return items often end up in a landfill, Jason said.

It took several months to refit the inside of their store prior to opening. Two important things were placed in the store — a stage so shoes and dance gear could be tested, and couches.

“If the dads have a place to sit, they’ll let their daughters shop a little longer,” Kerri said with a laugh.

With such a broad potential customer base, the couple said they are confident their business will thrive in the coming year.

“The NEA area is definitely small business friendly, for sure,” Jason said. “If we get the word out, they will come.”

Editor’s note: This company is a finalist for the Northeast Arkansas Outstanding Business Awards — Startup Business category. Winners will be announced at a luncheon on April 15. Contact Rob Gutterridge at rgutterridge@nwabj.com for tickets.