Faith endures: Crystal Faith finds purpose in family business

In an age where stunning changes often happen in only a matter of days, Crystal Faith has maintained an enduring presence in Poplar Bluff as the owner of Faith’s Business Equipment.

First opened in 1971 with her husband Jim Faith, the business has been a downtown Poplar Bluff landmark, still occupying the same building where they opened almost 50 years ago.

Crystal Faith, now age 86, says she’s slowed down a bit in her eighties, but she still comes in to work two days a week to handle the bills and much of the business’s bookwork.

Mrs. Faith’s family roots are in Poplar Bluff as well, having lived here all her life, as did her parents. She was a graduate of the PBHS Class of 1951, a group that was used to having annual reunions and regular luncheons before the coronavirus interrupted the pace of regular life.

She and Jim married in 1954, and they worked together in their business until his passing in 2008. They had two daughters, Barbara, who works with her mother at the store, and Cindy, who lives in Jackson.

Previous to starting their business, Crystal worked for Southwestern Bell (now AT&T), while Jim sold cash registers and other office equipment for United Business Machines.

“His customers were asking for office furniture,” Crystal explained, “so we decided to open our own store to sell furniture.”

Their original location at 416 Vine St. downtown remains their location today.

“We bought the building in April 1971,” she said, purchasing it after the local Goodyear store vacated their lease on the building.

In a business climate where online outlets and large retail chains often herald the end for many local businesses, Faith’s Business Equipment has endured. Mrs. Faith gives credit for their longevity to three reasons.

“We try to be as courteous as we can,” she said. “We offer free delivery, and we have a lot of regular customers who have stayed with us.”

She has also weathered challenges throughout the years.

“For a few years, business was bad, especially with furniture,” she said. “That’s when we started selling office supplies.”

Business has also changed over fifty years.

“It was quite a bit different when we started,” she said. “Copy paper wasn’t even available, and we sold all kinds of ribbons for typewriters and other machines.”

In addition, they also sold cash registers, which along with typewriters, have been replaced today with computers.

As a longtime downtown retailer, Mrs. Faith is optimistic about the future prospects for business in downtown Poplar Bluff.

“I have a lot of hope for improvement,” she said. “The ladies working with the downtown are working hard, and I think they will succeed.”

Staying active and involved in her eighties hasn’t been a solo effort. Her daughter Barbara works every day at the business, and Crystal said, “I don’t know what I’d do without her.”

Barbara offered equal praise for her mother’s efforts, as well.

“She’s more of an asset than she lets on,” Barbara said. “She still writes bills and does a lot of the bookwork.”

Barbara remembers how hard her parents worked together to make the business a success.

“She and Dad would do inventory together, and some nights they would work until they could hardly see anymore,” Barbara said.

As far as her future plans, even though the necessity to stay out of contact with the public due to the coronavirus keeps her from working out front, Crystal Faith says she plans to stay with the business as long as she can. After almost 50 years in business, that’s a safe bet to make.