In 1957, Eugene Estes bought Fowler's Pharmacy with the goal of running a successful, independent pharmacy that could keep up with the competition. But he realized that, if he wasn't going to be swallowed up by the bigger chains, he needed a special niche in the market that would set him apart. So Eugene began to carry all kinds of products hoping they would bring in the kind of business to make Fowler's Pharmacy more than your average drug store. Gifts, knives, and watches were all given a prominant place at one time or another until Fowler's Pharmacy found that special niche that it had been looking for . . . sunglasses.

For 19 years, Fowler's carried inexpensive frames and gained some loyal local customers. Then, in 1976, Estes put out his first high-end frames, 12 pairs of Ray-Ban sunglasses. Putting those frames in the display cases proved to be a pretty important move. Since that time, Fowler's has expanded its stock to 8,000 pairs of sunglasses! Frames range in price from $1 to $399. Every year, Fowler's Pharmacy sells almost 20,000 pairs of sunglasses from brands like Costa Del Mar, Reptile, Dolce & Gabbana, Maui Jim, and a lot more. And who has been buying them? You might be surprised. Fowler's Pharmacy has sold sunglasses to members of Congress, members of Air Force One, SEC coaches, and of course, citizens of Greenville.

While Fowler's Pharmacy still carries most things found in your average drug store, including prescription drugs, sunglasses make up 40% of it's annual income. For Eugene Estes, sunglasses were the niche that grew.