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LifeWay Stores Welcome Proverbs 31 Ministries and Passion

By September 27, 2018News

NASHVILLE, Tenn. – LifeWay Christian Stores in select cities are getting new additions to their floor plans as Proverbs 31 Ministries and Passion have teamed up with LifeWay to provide a fresh shopping experience for guests.

“We’re taking a store-within-a-store approach to these ministries,” said Faith Whatley, director of adult ministries.

These “mini-stores” will have a unique look reflective of each ministry to invite customers to browse. The Proverbs 31 Ministries store features a fresh and elegant boutique-like atmosphere accented with gold textures and greenery, while the Passion store features an urban industrial feel with mixed wood and metal textures and drop-down lighting. These mini-stores will feature books, CDs, Bible studies, gifts and apparel tied to the ministries.

“LifeWay is excited to be the exclusive retailer for Proverbs 31 Ministries and Passion. We look forward to introducing our customers to these ministries,” Whatley said, “while welcoming their audiences to our stores.”

This is already the case in the Pineville, North Carolina, LifeWay Store—one of the first to feature a Proverbs 31 Ministries store within a store. Lysa TerKeurst of Proverbs 31 Ministries recently posted a picture of the display on her Instagram account.

“I remember walking around LifeWay stores and dreaming about one day writing a book and seeing it tucked on one of their shelves,” TerKeurst captioned the post. “Never, ever, ever, could I have imagined having an entire Proverbs 31 Ministries section as part of their store.

“Thank you LifeWay Women for dreaming big,” she continued. “Believing in what we could not see. And linking arms and hearts in ministry.”

TerKeurst said she’s also excited about the partnership because Proverbs 31 Ministries has never had a physical store before.

“Our desire is to help women and their families focus on the Word of God and make it part of their everyday lives,” she said. “We know LifeWay is passionate about the same thing, which makes this partnership a perfect fit.”

Shawnna Simpson, LifeWay’s director of store experience, shares TerKeurst’s zeal for the ministries linking arms.

“The store-within-a-store concepts are new for LifeWay,” she said. “It’s an opportunity for us to share our focus in ministry and connect our audiences.”

Passion conference founder Louie Giglio said he looks forward to the ministry impact of the store-within-a-store models.

“For years, LifeWay and Passion have shared a special partnership in our mission to make available resources that lift the name of Jesus and help people grow in their relationship with Him,” Giglio said. “We are thrilled to expand this partnership with the launch of the Passion Store in select LifeWay locations across the country.

“Our prayer is that this space—designed with intentionality and care—will help people connect with Jesus and see their place in His story.”

LifeWay has already received positive responses from customers about the stores within a store.

“Customers are amazed at how beautiful the Proverbs 31 Ministries section is,” said Wesley Caldwell, manager of the Pineville, North Carolina, LifeWay. “I’m greeted with gasps multiple times a day as guests enter the store and see the new display. It’s a real privilege to be able to show them this section.”

Richard Ivester, manager of the LifeWay Store in Buford, Georgia, reports similar reactions from guests. The Buford location was the first to have a Passion store within a store.

“The mini-store has been an instant draw with our guests,” Ivester said. “It’s exciting to see the partnership between LifeWay and Passion.”

Store-within-a-store displays are planned for the following LifeWay locations:

Proverbs 31 Ministries

  • Denver, Colorado
  • Kennesaw, Georgia
  • Pineville, North Carolina
  • Woodlands, Texas


  • Buford, Georgia
  • Olathe, Kansas
  • Raleigh, North Carolina
  • Webster, Texas

The LifeWay Store in Franklin, Tennessee, will include both Proverbs 31 Ministries and Passion stores as part of an extensive remodel. All other LifeWay Stores will have branded destinations where customers can buy resources from both ministries.