CAS engraves name in community

COLUMBUS -- Clark Swihart tried his hand at selling silicone wristbands.

He contacted numerous non-profit agencies, but couldn’t quite find his sale pitch.

“I didn’t make one sale,” Swihart admits.

Though unsuccessful in selling over the phone, Swihart had enough business sense to know there was a market for the product. That is why he kept at it, but only through a different means, something that fit more with his strengths as a hopeful businessman.

He did his homework in the business field, reading up on the subject. And, as a former network engineer, Swihart knew his computers, including the World Wide Web.

So, with that background in mind he created CAS Enterprises, Inc., two years ago in Columbus. Swihart and his sister, Melodee Brunken, are owners of the business that has created a flagship Web site, www.TheAwristocrat.com, which one can purchase an array of promotional products including silicone wristbands.

Swihart, 35, initially ran the business by himself out of his sister’s home, and then in his own apartment. But spending all day communicating with prospective buyers, and then all night with overseas suppliers, he said he was becoming overwhelmed. That is when Melodee came aboard after quitting her job working at Scotus Central Catholic’s cafeteria.

It was a risk, but Melodee, 37, said she felt comfortable with it.

“He got to the point where it got to be too much for one person to handle. I needed a change and have total belief in him,” she said.

Swihart said it was a leap of faith for his sister to give up her job and come to work for him in an endeavor that at the time they weren’t sure would sink or swim. It also might have seemed like a leap for someone to even go into business of selling something that could be looked as a fad like silicone wristbands. But Swihart is quick to point out that the product isn’t just the latest fashion.

“I heard a lot of naysayers saying, ‘You are holing onto a fad.’ But behind the scenes they weren’t seeing it being used to promote businesses,” Swihart said.

Wristbands were first made popular by Lance Armstrong’s yellow “LIVESTRONG” band. Soon, they were fashionable to wear. As with most fashion, wristbands began to fade. But, Swihart said, silicone wristbands are being made in record numbers because companies, schools, non-profit organizations and other groups are finding that they can use the wristbands as an effective way of raising publicity or awareness through customizing them with designs.

Even though wristbands have remained the most popular product for CAS Enterprises making up 70-75 percent of sales, there are numerous other products that are offered like customized dog tags, lanyards, slap bracelets and promotional pens, just to name a few. Most of their customers comes from non-profit organizations, churches, schools and small businesses. They sell across the United States and other countries including Canada, Puerto Rico and Jamaica. One of the largest sales they had was 80,000 wristbands to a U.S. government agency in Lithuania.

In the first year of business, Swihart said there were a lot of mistakes made, but the business has show a lot of growth over the last several months. So much so that they were able to move out of Swihart’s apartment and into its current location in North Town Mall, 2470 32nd Ave. There the office is full of boxes containing every different color of wristbands and dog tags imaginable.

As the business has grown, so has the ability to create more products in their own office. They purchased two laser-engraving machines that create designs on the wristbands and dog tags. Having their own machines allows them to fill orders more efficiently and quickly, which in turn increase their profit margin.

The staff has also increased. Added has been Product Manager Laurel Brunken, and Nick Norris, who serves as chief operator officer of MartialArtsPRIDE.com, a new online site Swihart started. That site offers martial arts gear and supplies.

While the martial arts site is still growing, Swihart said TheAwristocrat.com receives 5,000 hits each day. But a multitude of visits doesn’t make an online business successful.

“The tough part of an online business is getting hits. But once they do find you, you have to convert that into a sale,” Swihart said.

Though he has been courted by friends to help them in their business endeavors in other, bigger cities across the country, Swihart said he is content with staying put in Columbus. He said he enjoys the Midwest and also the feeling a small town like Columbus offers, much like that of his hometown of Superior.

Swihart has used two personal mantras to push him in life: Failure is not an option; and Never settle. He has drawn upon those to make CAS Enterprises, Inc., the success it is today.

“I’m not passionate about silicone wristbands, but I’m passionate about something I can grown on my own and can bring my family members into. I’ve always had high hopes and aspirations. After struggling through life so long, I’ve found that when it comes down to true success it is about determination.”