60 Years in the Recognition Industry: Lessons from Cowart Awards

A conversation with George Cowart Jr. & Cheryl Taylor

In 1965, when Cowart Awards first opened its doors, the world of recognition looked very different. Customers came in for bowling league awards, church plaques, and custom nameplates. As Cheryl Taylor remembers, “We really started as an engraving company. A lot of our business was industrial plates, not awards.”

Over the decades, the industry evolved—and so did Cowart Awards. But through all the changes, one thing has remained constant: the heart of the business has always been about people.

From Metal and Wood to Acrylic and Color  

When George Cowart Jr. joined the business over twenty years ago, trophies and plaques still ruled the market. But by the early 2000s, new materials were making their debut. “Acrylic became a big part of awards in the 2000s,” George recalls. A decade later, color became the thing, "UV printing, full-color graphics, all of it.”

Cowart Awards embraced technology ahead of the curve. While many shops were still engraving by hand, the Cowart team invested in motorized engraving in the early ’80s, laser engraving in the mid '90s, and UV printing in the early 2000s. Those moves kept them competitive as customer tastes shifted toward modern, sleek designs.

Still, there’s no denying the sentimental pull of tradition. “Trophies used to be purely traditional,” George says. “Now we do traditional, transitional, and modern—it depends on the customer.”

Adapting to New Customers and a New Marketplace  

In the early days, nearly every sale started with a handshake. People would stop by the shop, look at samples, and place their orders in person. The pandemic changed all that. “Covid forced people’s hands to become comfortable online,” Cheryl explains. “Even baby boomers who’d never shopped online were suddenly doing it.”

While that’s opened up new opportunities, it’s also meant more competition—especially from low-cost, online-only sellers. Cowart Awards has stayed relevant by focusing on what the big box trophy companies can’t always deliver: custom solutions and relationships.

“We’ve always been good at solving problems,” George says. “Whether it’s an industrial tag for a BMW plant or a rush order for a local business, we make it happen.”

What Hasn’t Changed  

For all the technological leaps and market shifts, Cheryl says the heart of the business is still the same: “Our focus has always been on the customer. We treat people the way we want to be treated.”

It’s a philosophy that has led to countless long-term relationships—customers who return year after year because they know Cowart Awards will take care of them.

Lessons Learned Along the Way  

When asked if there’s anything they’d never go back to, George and Cheryl don’t name a product or service. Instead, they talk about timing. “We’ve had great ideas but been late to the party,” George admits. These days, they’re committed to staying on the front edge of change. “In this industry, you innovate or die.”

And the biggest takeaway from 60 years in business? George puts it simply: “The rare air of a 60-year business. Most don’t last that long.”

He’s quick to acknowledge that the journey hasn’t always been easy. “Some days it fills me up, some days it drains me. But it’s fun to create. It’s fun to connect. And we’ve been doing that for decades.”

Looking Ahead  

Cowart Awards isn’t an “essential” business in the strictest sense. It’s a “feel-good” business—one that celebrates achievement, milestones, and community pride. That means the company rides the waves of the economy: when times are good, business is strong; when uncertainty hits, they tighten their belts and adapt.

Through it all, the Cowart team remains committed to blending tradition and innovation, delivering awards that make moments memorable. As they step into their next chapter, the foundation is as solid as ever: hard work, creativity, and a deep-rooted connection to the people they serve.

Here’s to the next 60 years.