Ask the Expert-2026

AMERICAN PRESS • JANUARY 31, 2026

Ask the Expert — Table of Contents Page

Understanding Human Trafficking: Awareness Matters – Alliance for Human Trafficking of SWLA

Protecting Our Community Through Service and Trust -- Calcasieu Parish Sheriff’s Office (CPSO)

Understanding DWI Laws and Your Legal Rights -- Marcu Myers — DWI Attorney

Put Your Home Equity to Work -- Lakeside Bank

Professional Skincare: What Really Makes a Difference -- Skin Studios Advance Aesthetics and Anti-Aging

Upgrading for the Next Chapter: Smart Technology and Home Improvements --Tupper Homes

Protecting Your Legacy: What You Need to Know About Wills, Trusts & Probate

-- Schrumpf Law Firm

Silencers Explained: Separating Fact ‘from Fiction and Understanding Legal -- DTS Tactical Ownership

Love Your Landscape: Design Trends That Transform Outdoor Living -- Landscape Management

How Advertising Actually Works (and Why Some Campaigns Fail) -- American Press/ Carpenter Media Group

After the Accident: What Most People Get Wrong About Personal Injury Claims

-- Shamieh Law

Buying Fine Jewelry with Confidence: What Every Shopper Should Know -- Nederland Jewelers

Building Financial Confidence Through Smart Planning -- Merrill Lynch Wealth Management

Redefining Beauty: What to Know About Permanent Makeup -- Southern Vanity by Jillyan

Zachary Daigle

Kortni Mulmore

Shawn Vittorio

Stephanie Broussard

ASK THE EXPERT

Understanding Human Trafficking: Awareness Matters

BY AP STAFF, WITH CONTRIBUTIONS FROM ALLIANCE FOR HUMAN TRAFFICKING OF SWLA

Ask the Expert - Alliance for Human Trafficking of SWLA Why They’re an Expert:

The Alliance for Human Trafficking of Southwest Louisiana is a nonprofit organization dedicated to prevention, education, advocacy, and survivor support across Calcasieu Parish and surrounding communities. Working closely with law enforcement, healthcare providers, schools, social service agencies, and victim advocates, the Alliance serves as a trusted regional leader in combating human trafficking through awareness, training, and coordinated response efforts.

Human trafficking is one of the most misunderstood crimes in our society. Often associated with dramatic images of kidnapping and international smuggling, the reality is far more complex - and far closer to home. Understanding how trafficking truly occurs, recognizing the warning signs, and knowing how to respond can make a life-changing difference.

Breaking the Myths Surrounding Human Trafficking

One of the biggest misconceptions is that trafficking always involves physical restraint, chains, or abduction. In truth, trafficking is frequently driven by manipulation, coercion, and emotional control. Many victims know their traffickers personally, and in some cases, they are introduced into trafficking by individuals they trust. Alarmingly, more than 70% of trafficked children are introduced into exploitation by family members.

Another dangerous myth is that trafficking only happens in large cities or foreign countries. The reality is that trafficking occurs right here in Southwest Louisiana, including in neighborhoods, hotels, businesses, and online environments. In fact, SWLA and Calcasieu Parish rank among the top 10 areas in Louisiana for total trafficking and juvenile trafficking cases. Human trafficking affects people of all ages, genders, backgrounds, and socioeconomic levels - making awareness a responsibility we all share.

Recognizing the Warning Signs

Trafficking does not always look obvious, which is why education is critical. Common warning signs may include individuals

who appear fearful, withdrawn, or unable to speak freely for themselves. Other indicators include someone who does not control their own identification, money, or phone, frequent changes in residence or employment, physical signs of abuse or neglect, or behavior that seems scripted or coached.

For youth and teens, red flags can include secretive social media use, sudden access to expensive items they cannot afford, older romantic partners, or job and modeling offers that require secrecy. If something feels wrong, it often is - trusting your instincts can help interrupt exploitation before it escalates.

The Impact on Local Communities

Human trafficking affects far more than the individual victim. It places tremendous strain on law enforcement, healthcare systems, schools, and social services. It also fuels additional criminal activity, including drug trafficking, fraud, and violence, eroding overall community safety and trust. When trafficking is present, it often reflects broader vulnerabilities such as economic hardship, lack of awareness, and limited access to resources. That is why community education and involvement play such a critical role in prevention.

Who Is Most Vulnerable?

Trafficking can occur anywhere, but vulnerability increases during periods of instability or crisis. Individuals facing homelessness, substance abuse, domestic violence, financial hardship, mental health challenges, or lack of family support are at heightened risk. Youth are particularly vulnerable online, where traffickers often groom victims through social media, gaming platforms, and messaging apps. Natural disasters and major public events can also elevate risk, as displacement and disruption of routines create opportunities for traffickers to exploit uncertainty.

What To Do If You Suspect Trafficking

If you suspect trafficking activity, report it immediately. In Southwest Louisiana, concerns can be reported to the (337) 491-SWLA tip line, which is staffed 24/7 by deputies in the Calcasieu Parish Sheriff’s Office Real Time Crime Center. Reports can be made anonymously. If someone is in immediate danger, always call 911. A single phone call can interrupt exploitation and potentially save a life.

How Families Can Prevent Trafficking

Prevention begins with open, ageappropriate conversations. Families should

discuss healthy relationships, boundaries, online safety, and the importance of trusting instincts. Encouraging children to communicate openly about uncomfortable situations creates a powerful first line of defense.

The Alliance for Human Trafficking of SWLA offers free community education and training programs for law enforcement, healthcare professionals, educators, civic organizations, parent groups, and community leaders. These programs equip participants with practical tools to recognize warning signs and respond appropriately.

The organization also distributes awareness resources, including restroom signage for businesses, human trafficking guides, and wallet-sized information cards that outline warning signs and reporting methods - providing everyday opportunities for awareness and prevention.

Supporting Survivors: A Community Responsibility

Survivor recovery requires long-term, coordinated care, and one of the greatest challenges nationwide is safe housing. Across the entire United States, fewer than 1,000 beds are specifically designated for human trafficking survivors. In Louisiana alone, more than 1,700 victims were reported in 2024, a number believed to

represent only a fraction of actual cases. The Alliance works alongside law enforcement, advocacy organizations, healthcare providers, shelters, counselors, and social service agencies to connect survivors with emergency housing, medical care, counseling, and support services. A key partnership includes Metanoia Manor, a residential facility providing safe housing, education, healthcare, and life-skills training for young girls recovering from trafficking. Expanding survivor housing options remains a central mission of the Alliance, as stable shelter is essential for long-term recovery, healing, and independence.

Awareness Saves Lives

Human trafficking thrives in silence and misunderstanding. Awareness empowers communities to recognize exploitation, respond effectively, and protect the vulnerable. Every informed citizen strengthens the network of safety around victims and survivors.

Call to Action

Learn more, access prevention resources, or schedule community training by visiting fighthtswla.org. Together, we can bring awareness, protection, and hope to Southwest Louisiana - and ensure that no victim stands alone.

ASK THE EXPERT

Understanding DWI Laws and Your Legal Rights

BY AP STAFF, WITH CONTRIBUTIONS FROM MARCU MYERS

Ask the Expert – Marcus Myers -337 Law

Why They’re an Expert:

Marcu Myers is a former DWI Special Prosecutor and award-recognized criminal defense attorney with more than 15 years of experience. Founder of 337 Law, Myers has handled thousands of DWI cases and is known statewide for his expertise in constitutional defense, chemical testing challenges, and aggressive legal advocacy.

A DWI arrest can be a frightening and overwhelming experience. In a matter of minutes, a routine drive can turn into a life-altering event with serious legal, financial, and personal consequences. Understanding how the legal process works — and acting quickly — can play a critical role in protecting both immediate rights and long-term opportunities.

Why the First 30 Days Matter Most

One of the most critical actions following a DWI arrest is contacting an attorney immediately. While the State has up to two years from the date of arrest to formally file charges, individuals have only 30 days to request a hearing with the Department of Motor Vehicles. Requesting this hearing can temporarily preserve driving privileges while the criminal case is pending.

Missing this short window can result in automatic license suspension, which often creates immediate challenges for employment, family obligations, and daily life. Early legal guidance ensures that deadlines are met, driving privileges are protected when possible, and individuals are positioned as strongly as possible from the outset.

The Long-Term Impact of a DWI Conviction

A DWI conviction carries consequences far beyond fines or court appearances. It can affect college enrollment, hiring

decisions, professional licensing, and career advancement, particularly when background checks are involved. Auto insurance rates often increase dramatically, and courts may require the installation of an ignition interlock device in any vehicle the individual operates, adding ongoing financial and logistical burdens.

These consequences can follow individuals for years, influencing education, employment, and financial stability — often long after the case itself is resolved.

Common Mistakes That Can Harm a Case

One of the most frequent mistakes individuals make during a DWI investigation is talking too much. Many people forget that modern law enforcement encounters are recorded through body cameras and dashboard cameras. Statements made under stress or confusion can later become evidence.

Understanding the right to remain silent — and exercising it appropriately — helps prevent unintentional selfincrimination and protects the integrity of a potential legal defense.

Why DWI Cases Are Legally Complex

Unlike many misdemeanor offenses, DWI cases involve a combination of scientific evidence, procedural requirements, and constitutional protections. These cases typically rely on chemical testing, standardized field sobriety testing, and detailed investigative procedures.

Field sobriety tests must be conducted in strict compliance with National Highway Traffic Safety Administration (NHTSA) standards. When procedures are not followed correctly, results may become inadmissible in court. Additionally, DWI investigations involve traffic stops and searches of a person’s body for chemical evidence, both of which are governed by constitutional law. Proper legal analysis is required to

identify procedural errors, constitutional violations, and weaknesses in the prosecution’s case — making experienced legal representation especially important.

Understanding the Seriousness of Penalties

DWI penalties increase significantly with repeat offenses:

• First and Second Offenses: Up to six months in parish jail

• Third Offense: Up to five years in prison, with a mandatory minimum of one year

• Fourth or Subsequent Offenses: Up to thirty years in prison, with a mandatory minimum of two years at hard labor

As penalties escalate, the legal, financial, and personal stakes increase dramatically, making early legal guidance critical.

Your Constitutional Rights

Individuals maintain essential constitutional protections throughout every stage of a DWI investigation and court process, including:

• The Fifth Amendment: right to remain silent

• The Fourth Amendment: protection against unreasonable searches and seizures

• The Sixth Amendment: right to legal counsel

These protections exist to ensure

fairness and due process, and understanding them can significantly influence the outcome of a case.

Clearing Up a Common Misconception

It is not illegal to drink and then drive. It is illegal to operate a vehicle while impaired or with a blood alcohol concentration (BAC) of 0.08% or higher. While the body typically metabolizes about one standard drink per hour, impairment varies based on individual factors such as body weight, medications, fatigue, and overall health.

The safest choice remains clear: if alcohol is involved, do not drive. Rely on rideshare services or a designated driver to protect yourself and others.

Final Thought: Knowledge Is Protection

A DWI arrest can feel overwhelming, but informed decisions, timely action, and proper legal guidance can help protect your rights, your driving privileges, and your future opportunities. Understanding the legal process allows individuals to navigate a difficult situation with clarity, confidence, and responsibility.

Learn More

For information about your legal rights or to seek legal guidance, visit www.337law.org.

ASK THE EXPERT

Professional Skincare: What Really Makes a Difference

BY AP STAFF, WITH CONTRIBUTIONS FROM SKIN STUDIOS

Ask the Expert: Skin Studios — Advanced Aesthetics & Anti-Aging Why They’re an Expert:

Skin Studios is a physician-led medical aesthetics clinic serving Southwest Louisiana, specializing in advanced cosmetic procedures, skincare treatments, and anti-aging solutions. Led by Dr. Allison Clement, Skin Studios blends cuttingedge technology with evidence-based medical care to deliver personalized treatment plans that prioritize natural results, skin health, and long-term confidence. With a focus on education, customization, and innovation, Skin Studios helps patients achieve healthier, more youthful skin through professional expertise and compassionate care.

Healthy skin is not built overnight — and it’s not built through trends alone. With a constant stream of viral beauty tips and ever-changing skincare fads, it can be difficult to know what truly works. Professional skincare focuses on education, consistency, and science-backed treatments that address both immediate concerns and long-term skin health.

The Most Common Skin Concerns

While skincare concerns vary widely, many fall into three primary categories: texture, tone, and tightness — often referred to as the “3 Ts.”

Texture includes fine lines, wrinkles, enlarged pores, and acne scarring. Tone refers to uneven pigmentation, redness, sunspots, and discoloration. Tightness reflects skin firmness and elasticity, which naturally decline with age. Addressing these three areas together allows skincare professionals to deliver balanced, natural-looking improvements that enhance overall skin health and appearance.

Separating Trends from

Trusted Treatments

Skincare trends can be fun and exciting, but not all are effective — and some can even be harmful. Unlike cosmetics, professional skincare falls under the umbrella of medicine, making evidence-based treatment essential.

True skincare solutions should be rooted in clinical research and overseen by medical professionals trained in skin health. No matter how popular a trend becomes, proper medical guidance ensures treatment remains safe, effective, and appropriate for each individual’s unique skin type and needs.

Professional Treatments That Deliver Results

Among all professional skincare treatments, laser technology stands as the gold standard. Lasers effectively address the core elements of the 3 Ts by improving texture, correcting tone, and stimulating collagen production to tighten skin.

These treatments provide more noticeable, long-lasting results than over-the-counter products alone, allowing patients to achieve smoother, clearer, firmer skin with fewer long-term complications.

Skincare Mistakes That Cause Long-Term Damage

One of the most damaging — and common — skincare mistakes is neglecting sun protection. Skipping sunscreen or failing to reapply it appropriately accelerates skin aging, increases pigmentation problems, and raises the risk of skin cancer.

Sun exposure is responsible for the majority of visible skin aging. Daily sunscreen use, paired with professional skincare guidance, plays a vital role in preserving both skin health and youthful appearance.

How Skincare Needs Change Over Time

As people age, the body naturally loses collagen and elastin — the structural

proteins responsible for firmness, elasticity, and smoothness. While collagen supplements are popular, current research does not strongly support their effectiveness for skin rejuvenation. Instead, skincare routines should evolve to include treatments and products that stimulate collagen production directly within the skin, helping restore firmness, reduce wrinkles, and maintain healthy texture.

Lifestyle factors such as stress, sun exposure, diet, sleep habits, and environmental conditions also influence skincare needs, making personalized treatment plans increasingly important over time.

Why Professional Treatments Matter

At-home skincare routines play a critical role in daily maintenance, but professional services deliver deeper, more effective results — particularly when targeting texture, tone, and tightening.

In-office treatments penetrate deeper layers of skin, allowing for greater collagen stimulation, pigment correction, and structural improvement than topical products alone can achieve. When paired together, professional treatments and home care routines create a powerful,

long-term skincare strategy.

The Key to Lasting Results: Consistency

Skincare success is built through consistent care, not quick fixes. Developing a personalized treatment plan and sticking with it allows the skin to gradually repair, renew, and strengthen. With a thoughtful, science-based approach and ongoing professional guidance, individuals can achieve healthier, more radiant skin that lasts far beyond temporary trends.

Final Thought

Beautiful, healthy skin begins with knowledge, expert guidance, and consistency. By focusing on proven treatments rather than passing trends, individuals can protect their skin, enhance their natural beauty, and invest confidently in long-term skin health.

Learn More

Visit www.skin-studios.com for professional skincare evaluations, personalized treatment planning, and advanced aesthetic services, consult a licensed medical aesthetics provider to explore evidence-based solutions tailored to your skin’s unique needs at.

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Protecting Your Legacy: What You Need to Know About Wills, Trusts & Probate

BY STAFF, WITH CONTRIBUTIONS FROM SCHRUMPF LAW OFFICE

Ask the Expert - Schrumpf Law Office APLC — Wills, Trusts & Estate Planning

Why They’re an Expert:

Schrumpf Law Office APLC provides comprehensive estate planning, probate, and trust services to individuals and families across Southwest Louisiana. With deep knowledge of Louisiana’s unique civil law system, the firm helps clients protect their assets, provide for loved ones, and ensure their wishes are honored through thoughtful, customized legal planning. Their attorneys focus on clarity, precision, and long-term protection, guiding clients through complex legal decisions with confidence and care.

Estate planning is not just about preparing for the future — it’s about protecting the people and priorities that matter most today. Yet many families delay these conversations, unsure where to start or believing estate planning is only necessary later in life. In reality, a thoughtful plan brings peace of mind, clarity, and security at every stage.

Understanding the fundamentals of wills, trusts, and probate can help families make confident decisions and avoid unnecessary complications down the road.

Understanding the Difference Between a Will and a Trust

In Louisiana, there are important distinctions between a Last Will and Testament and a Trust, and choosing the right option depends on individual goals, assets, and family dynamics.

A Last Will and Testament takes effect at death. It allows individuals to designate who will receive their assets and to appoint someone — an executor or executrix — to manage the estate. Wills can be changed or revoked during a person’s lifetime, provided mental capacity is maintained, and they are generally less expensive to create than trusts.

A Trust, on the other hand, can take effect immediately (a living trust) or upon death (a testamentary trust). Trusts are managed by a trustee for the benefit of designated beneficiaries and provide ongoing oversight of assets. This structure can be especially valuable for families with minor children, special needs beneficiaries, or situations requiring long-

term financial management.

Trusts are more complex and involve transferring ownership of assets into the trust. If some assets remain outside the trust, a will may still be needed to address those items. Ultimately, whether a will, a trust, or a combination of both is appropriate depends on personalized planning and long-term goals.

Why Working With an Attorney Matters

Estate planning in Louisiana requires a high level of legal precision. Louisiana’s civil law system includes unique elements such as forced heirship rules, community property laws, and specialized terminology that differ significantly from other states. Online forms and generic templates often fail to account for these complexities, which can result in invalid documents or unintended consequences. An experienced estate planning attorney ensures all documents comply with Louisiana law and are tailored to each client’s specific circumstances. Beyond legal compliance, attorneys help you evaluate family relationships, asset structures, business interests, and long-term objectives. Situations such as blended families, estranged relatives, minor children, special needs beneficiaries, business ownership, and out-of-state property all require careful legal planning that online tools often do not adequately address.

Attorneys also coordinate all aspects of an estate plan — including wills, trusts, beneficiary designations, financial powers of attorney, and healthcare directives — to ensure every document works together seamlessly.

Common Estate Planning Mistakes That Create Lasting Problems

Even well-intentioned plans can unravel due to overlooked details. Some of the most common mistakes include:

Overlooking beneficiary designations: Retirement accounts, life insurance policies, and payable-ondeath accounts pass directly to named beneficiaries, bypassing a will entirely. When these designations are outdated, assets may go to unintended recipients. Failing to fund a trust: Creating a trust without transferring assets into it is a common error. A trust cannot control property that has not been formally placed inside it.

Not planning for incapacity: Many

people focus on what happens after death but neglect powers of attorney and healthcare directives. Without them, families may need to pursue courtappointed interdiction, which can be costly, stressful, and restrictive. Choosing the wrong executor or trustee: Naming someone who lives far away, lacks financial skills, or has strained family relationships can lead to unnecessary delays and conflict.

The good news is that these mistakes are entirely preventable through proper legal guidance and proactive planning.

What to Do If You Don’t Have an Estate Plan

If you realize you don’t have an estate plan in place, the most important step is simply to begin.

Start by inventorying your assets, including real estate, bank accounts, retirement funds, insurance policies, vehicles, and debts. Next, prioritize your wishes — decide who should inherit your property, who should make medical and financial decisions if you become incapacitated, and who should care for minor children if necessary.

Meeting with an estate planning attorney allows these considerations to be structured into a legally sound plan. Even a basic estate plan — including a will, healthcare power of attorney, financial power of attorney, and living will — provides significant protection and clarity. The key is to act now rather than postpone decisions. A simple plan today is far better than no plan at all.

Why Estate Plans Must Be Updated Over Time

Estate planning is not a one-time task. Life changes, and your legal documents must evolve accordingly.

Major life events such as marriages, divorces, births, deaths, estrangements, business ventures, inheritances, and financial changes should trigger immediate plan reviews. Additionally, individuals named as executors, trustees, or powers of attorney may move away, become ill, or no longer be appropriate choices.

Legal changes also play a role. Louisiana estate laws evolve, creating new planning strategies and opportunities that may benefit families. Regular reviews ensure estate plans remain current, effective, and aligned with personal goals.

Final Thought: Planning Is a Gift to Your Family

A well-designed estate plan is one of the most meaningful gifts you can give your loved ones. It reduces uncertainty, prevents conflict, and ensures your wishes are honored — even in difficult moments. With proper guidance and thoughtful preparation, families can create lasting security, clarity, and peace of mind.

Learn More

To learn more about estate planning, wills, trusts, and probate services, contact Schrumpf Law Office APLC or visit us at www.schrumpf-law.com to schedule a consultation and begin building a plan that protects what matters most.

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Silencers Explained: Separating Fact from Fiction and Understanding Legal Ownership

BY AP STAFF, WITH CONTRIBUTIONS FROM DTS TACTICAL

Ask the Expert - DTS Tactical

Why

They’re an Expert:

DTS Tactical is a trusted firearms and accessories retailer serving Southwest Louisiana, offering a wide selection of legally compliant silencers, firearms, and shooting equipment. As a Silencer Shop Gold Dealer, their experienced team helps customers navigate the purchasing process safely, legally, and responsibly, providing education, compliance guidance, and professional support throughout every step.

Silencers — more accurately called suppressors — are one of the most misunderstood firearm accessories. Popular culture often portrays them as tools of stealth and secrecy, but in reality, their primary purpose is hearing protection, recoil reduction, and improved shooting safety.

For recreational shooters, hunters, and sport firearm owners, suppressors offer significant benefits, while remaining strictly regulated under both federal and state law. Understanding what suppressors actually do — and how they are legally purchased — helps remove stigma and promotes responsible ownership.

What Silencers Actually Do

Contrary to Hollywood portrayals, silencers do not make firearms “silent.” Instead, they reduce sound levels, making gunfire safer for the shooter and those nearby. Even suppressed firearms remain loud — just less damaging to hearing.

Suppressors work by slowing and cooling the expanding gases that exit the barrel, which helps:

• Reduce noise levels

• Decrease recoil

• Minimize muzzle rise

• Improve shooting comfort and accuracy

For hunters and sport shooters, this results in a safer, more controlled shooting experience, while also helping protect long-term hearing health.

Why Hearing Protection Matters

Repeated exposure to loud gunfire can cause permanent hearing damage, even when using traditional ear protection. Suppressors provide an added layer of safety, especially for:

• Hunters in open environments

• Sport shooters at outdoor ranges

• Instructors and range safety officers

• Recreational shooters practicing regularly

By lowering peak sound levels, suppressors significantly reduce the risk of long-term hearing loss while improving overall shooting comfort.

Debunking Common Silencer Myths

One of the most persistent misconceptions is that suppressors are illegal or exclusively used for criminal activity. In reality, suppressors are legal to own in Louisiana and most U.S. states when purchased through proper legal channels.

Suppressor ownership is highly regulated under federal law, requiring:

• Background checks

• Fingerprinting

• Federal registration

• Approval from the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF)

This process ensures that suppressor ownership remains strictly controlled, safe, and transparent.

The Legal Process of Purchasing a Silencer

Purchasing a suppressor is different from buying a standard firearm and involves several regulated steps. Buyers must:

• Complete ATF registration paperwork

• Submit fingerprints and photographs

• Undergo a federal background check

• Pay the required federal tax stamp

• Wait for formal approval before taking possession

While the process can take time, working with a knowledgeable dealer simplifies the experience and ensures compliance with all federal and state laws.

Why Education and Compliance Matter

Suppressor ownership carries responsibility. Proper training, legal compliance, and safe handling are essential. A reputable dealer plays a critical role in guiding customers through:

• Legal requirements

• Documentation procedures

• Product selection based on firearm compatibility

• Safe ownership practices

This education ensures customers understand not only what they are purchasing, but why compliance and safety matter.

Choosing the Right Suppressor

Not all suppressors are the same. The right choice depends on several factors, including:

• Firearm type

• Caliber

• Intended use (hunting, sport

shooting, training)

• Noise reduction goals

• Weight and size preferences

Professional guidance ensures customers select equipment that matches their needs while maintaining proper safety and performance standards.

Final Thought: Responsible Ownership Begins with Knowledge

Suppressors are valuable tools for improving shooting safety, comfort, and performance — when used responsibly and legally. Understanding the facts, legal process, and safety considerations empowers firearm owners to make informed decisions that benefit both individuals and the broader community.

Learn More

For education, selection, and legally compliant suppressor purchases, visit DTS Tactical or learn more online at: www.dtstactical.com

Their knowledgeable team is available to walk customers through the entire legal purchase process, ensuring safe, responsible, and compliant ownership.

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Love Your Landscape with These Design Trends

BY AP STAFF WITH CONTRIBUTIONS FROM LANDSCAPE MANAGEMENT

Ask the Expert: Landscape Management

Why They’re an Expert Landscape Management is a full-service landscape design, construction, and maintenance firm serving Southwest Louisiana. Their experienced design-build team specializes in creating customized outdoor environments that blend beauty, functionality, and long-term sustainability, helping homeowners transform outdoor spaces into true extensions of their living areas.

Spending time outdoors in enhanced outdoor living spaces is a trend that began during the pandemic and has not stopped since. Today, homeowners remain more focused on the functional quality of their landscapes and outdoor spaces — from expansive backyards and pool areas to patios, porches, and pergolas.

According to Richie Everage, Design Build Manager with Landscape Management, landscape design trends may shift more slowly than fashion trends, but they still evolve over time, especially as lifestyle preferences change. While upkeep remains a concern for many homeowners, modern design solutions and innovations now allow families to spend more time enjoying their outdoor spaces rather than maintaining them.

Simple & Functional

Minimalism has taken the world by storm, and outdoor spaces are adopting the trend as well. Homeowners are seeking sleek, contemporary designs that not only look good but serve multiple practical functions throughout the year. This includes native plants, streamlined lighting, and protective structures that allow outdoor spaces

to remain comfortable and usable in multiple seasons.

Customized Comfort

Customized features that expand how often — and how comfortably — people use their outdoor spaces continue to grow in popularity. Pergolas, long a favorite design element, are now more sophisticated than ever, with options including roll-down windows, space heaters, integrated lighting, and sound systems.

Outdoor kitchens are increasingly requested, along with generous seating areas designed for entertaining. Fire pits and fireplaces have also become standard elements in many designs, extending seasonal use while creating inviting gathering spaces for family and friends.

Intricate Hardscaping

Flat, uniform surfaces are giving way to more ornate and visually dynamic designs. Homeowners are incorporating stone, concrete, and other hardscaping materials into patterns such as waves, chevron, lattice, and basket weave. These intricate designs bring texture, movement, and personality to walkways, retaining walls, and patio surfaces, allowing homeowners to reflect their personal style while adding architectural interest.

Artificial Turf

Artificial turf is gaining popularity due to its low-maintenance appeal and versatility. One of the primary advantages is maintaining a consistently green appearance year-round without the labor of traditional lawn care. Turf also expands usable outdoor living areas by eliminating concerns about muddy or overly wet ground.

Pet owners are increasingly requesting artificial turf installations because of built-in drainage systems and easy clean-up. Turf is also being used creatively for custom features, including

personal putting greens, making it a highly adaptable landscape solution.

Outdoor Lighting

Landscape lighting continues to be a major trend as homeowners seek to extend the usable hours of their outdoor spaces. While many begin with lighting for security purposes, designs often expand to enhance curb appeal and highlight specific landscape features such as trees, statuary, and water elements.

Modern lighting systems incorporate energy-efficient LED technology and can be controlled through central consoles or smartphones, allowing homeowners to enjoy hands-off convenience with minimal maintenance.

Smart Irrigation

Smart home innovations are extending beyond interior spaces into the landscape. High-tech irrigation systems, including smart sprinklers, simplify lawn and garden maintenance while promoting water efficiency. These systems adjust watering schedules based on weather conditions, soil moisture, and plant needs, ensuring optimal results with reduced waste.

Water Features

Water features remain a sought-after design element, particularly those

integrated into hardscape installations. Larger, more creative water elements are becoming increasingly popular, offering visual impact while introducing calming sound and movement into outdoor environments

Landscape Renovation

Landscape renovation allows homeowners to transform established or overgrown yards into fresh, modern spaces. This process retains selected elements while revitalizing the overall design, delivering a dramatic update without the need for a full reinstallation. Renovation provides an ideal solution for refreshing outdoor spaces while maximizing existing investments

Designing Outdoor Spaces for Everyday Living

Overall, today’s landscape planning focuses on personalization — tailoring outdoor spaces to fit the unique lifestyle of each homeowner. With thoughtful design, outdoor environments can expand usable living areas and provide more opportunities to relax, entertain, and connect at home.

Learn More

For more information about landscape design and planning, contact Landscape Management at (337) 478-3836 or visit www.landscapemanagement.org.

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How Advertising Actually Works (and Why Some Campaigns Fail)

BY AP STAFF, WITH CONTRIBUTIONS

KORTNI MULMORE, ADVERTISING DIRECTOR, AMERICAN PRESS

Ask the Expert: American Press / Carpenter Media Group

Why They’re an Expert:

Founded in 1895, the American Press has served Southwest Louisiana for more than 129 years, delivering trusted local journalism and connecting businesses with the communities they serve. As part of Carpenter Media Group, which operates more than 250 newspapers and digital platforms nationwide and Canada, the American Press combines national scale with deep local insight to deliver strategic, multi-platform advertising solutions. Together, they help businesses grow through audience targeting, creative strategy, digital innovation, and trusted community connections.

Advertising is often misunderstood. Many businesses invest in ads expecting immediate results, only to feel discouraged when sales don’t spike overnight. The reality is, advertising doesn’t function as an instant switch — it is a long-term growth strategy built on awareness, trust, and consistency.

“With over 18 years of experience in sales, marketing, and advertising, I’ve seen firsthand how often businesses expect advertising to work like a transaction,” says Kortni Mulmore, Advertising Director for the American Press. “But advertising isn’t a single moment — it’s influence built over time.”

Understanding how advertising truly works — and why some campaigns succeed while others fail — allows businesses to shift from guesswork to intentional strategy.

The Biggest Misconception About Advertising

One of the most common misunderstandings is believing that advertising should generate immediate sales. Today’s consumers are exposed to thousands of messages every single day, which means one ad is rarely enough to influence behavior.

“Advertising works by building mental availability,” Mulmore explains. “That means helping your brand come to mind when someone is finally ready to

buy. And that only happens through repetition, clarity, and consistency.”

When businesses view advertising only through the lens of instant results, they often undervalue its most powerful outcome — long-term brand influence.

Why Strong Businesses Still Experience Advertising Failure

Even great businesses can struggle with advertising when messaging fails to capture attention. Research consistently shows that most ads never truly register with their audience, meaning they are seen — but not remembered.

“In today’s crowded media environment, attention is the most valuable currency,” says Mulmore. “If your message doesn’t connect emotionally or visually, it doesn’t stick — no matter how good your product or service is.”

Effective advertising isn’t about simply being present. It’s about being noticed, remembered, and trusted.

Why Consistency Matters More Than Frequency Alone

One-time advertising efforts rarely produce meaningful results. Consumers typically need multiple exposures before taking action. This is why consistency is essential.

“Trust doesn’t form after one impression,” Mulmore notes. “It’s built through familiarity, and familiarity is built through consistent presence.”

When businesses maintain steady messaging across platforms and over time, they build brand recognition, credibility, and comfort — reducing hesitation when customers are ready to make decisions.

Why Messaging Matters More Than Budget

While budget and placement increase reach, they cannot fix weak messaging.

“Creative is everything,” says Mulmore. “If the message doesn’t resonate, no amount of money will make it effective.”

Strong advertising speaks emotionally, tells a story, educates clearly, or solves a problem. It creates relevance. Without that emotional or intellectual connection, advertising fades into background noise.

How Long Does Advertising Take to Work?

Advertising builds results cumulatively,

not instantly. The traditional “Rule of Seven” suggests that consumers often need at least seven meaningful exposures before acting.

“Advertising is momentum-based,” Mulmore explains. “Each exposure reinforces memory, familiarity, and trust. Over time, those impressions compound into real influence.”

Short bursts rarely produce sustainable growth, while consistent campaigns build lasting brand equity.

Why ‘Trying Everything Once’ Often Fails

When budgets are spread thin across too many platforms, businesses fail to achieve meaningful repetition anywhere.

“Diluted campaigns create diluted results,” says Mulmore. “Strategic advertising focuses on channel discipline — concentrating efforts where they can actually build recall.”

Effective campaigns prioritize quality of exposure over quantity of platforms, ensuring messages are seen often enough to make an impact.

What Separates Strategic Advertising from Random Promotion

The most successful campaigns share three core elements:

• Clear objectives

• Targeted messaging

• Consistent execution

“When those three components align, advertising becomes predictable,

measurable, and scalable,” Mulmore says. “Without strategy, advertising becomes random — and random promotion rarely drives meaningful growth.”

Why Trust Is the Most Valuable Advertising Outcome

Ultimately, advertising builds trust, and trust drives purchasing decisions.

“People buy from brands they recognize, understand, and feel comfortable with,” Mulmore explains. “Advertising builds that comfort long before a purchase decision is ever made.”

Trust transforms awareness into loyalty and turns familiarity into preference.

Advertising Is Influence Built Over Time

“Advertising isn’t magic,” Mulmore says. “It’s influence built through clarity, repetition, and trust.”

When businesses understand how advertising actually works, they stop chasing quick wins and start building long-term brand equity — replacing noise with purpose and visibility with credibility.

Learn More

To learn more about strategic advertising solutions, audience targeting, and multi-platform campaigns designed to drive long-term business growth, visit: https://americanpress.com | www. carpentermediagroup.com

Get Expert Ad Marketing

ASK THE EXPERT

Protecting Our Community Through Service and Trust

BY AP STAFF, WITH CONTRIBUTIONS FROM THE CALCASIEU PARISH SHERIFF’S OFFICE & SHERIFF GARY GUILLORY

Ask the Expert - Calcasieu Parish Sheriff’s Office (CPSO)

Why They’re an Expert:

For generations, the Calcasieu Parish Sheriff’s Office has served as a cornerstone of public safety in Southwest Louisiana. Through proactive policing, cuttingedge technology, and strong community partnerships, CPSO works tirelessly to protect residents, prevent crime, and build trust. Under the leadership of Sheriff Gary Guillory, known to many as “Stitch,” CPSO continues to advance modern law enforcement while maintaining a deep commitment to service, accountability, and community connection.

Law enforcement today operates in an increasingly complex environment - one shaped by rapidly evolving crime trends, technological advances, and rising public expectations. Yet despite these challenges, the mission of the Calcasieu Parish Sheriff’s Office remains clear: protect the community, serve with integrity, and foster lasting trust.

Facing Today’s Challenges Head-On

“There will always be challenges in law enforcement,” Sheriff Guillory explains. “Right now, we are dealing with staffing challenges, evolving crime trends, and the speed at which misinformation can spread, especially on social media.”

At the same time, public expectations for transparency and accountability continue to grow - expectations CPSO embraces. “The public expects transparency and accountability, which is something we take seriously at the Calcasieu Parish Sheriff’s Office. Despite any challenges, our deputies remain dedicated to serving their community.”

This dedication defines CPSO’s culture - a commitment not just to enforcing laws, but to building confidence through professionalism, communication, and service.

The Power of Community Partnership

Public safety is most effective when law enforcement and residents work together. “Community safety works best when there is a partnership between law enforcement and those in the community,” Sheriff Guillory says. “This partnership works in solving crime by working together.”

Simple actions can make a powerful difference. Locking homes and vehicles, reporting suspicious activity, and staying alert in neighborhoods all help deputies respond faster and more effectively.

“Calling in concerns early, even if it turns out to be nothing, helps deputies respond quickly,” he notes.

Equally important is relying on accurate information. CPSO encourages residents to seek verified updates directly from the Sheriff’s Office rather than depending on online rumors or hearsay - ensuring clarity, accuracy, and trust.

Preventing Crime Before It Starts

Prevention is a central pillar of CPSO’s mission. “One of the most effective ways to reduce crime is through proactive policing,” Guillory explains. “When deputies are visible, engaged, and working in the community, it helps deter criminals.”

Education plays a major role as well. Through public outreach, safety campaigns, and scam alerts, CPSO empowers residents with practical knowledge. “Addressing issues early and keeping the community informed often prevents larger problems later,” he says.

This proactive approach allows CPSO to stay ahead of emerging threats rather than simply reacting to them - a strategy that strengthens long-term public safety.

How Technology Is Transforming Public Safety

Technology has become a critical force multiplier in modern law enforcement, and CPSO stands at the forefront of innovation in Louisiana. “Tools like our Real Time Crime Center, Digital Forensics Unit, and Drone Unit help us respond faster and investigate cases more efficiently,” says Guillory.

These tools allow deputies and detectives to gather real-time intelligence,

analyze evidence rapidly, and make informed decisions under pressure. “Criminals are always changing the way they commit crimes, and if law enforcement doesn’t evolve as well, it will become harder to solve cases. Staying current with technology is no longer optional - it’s necessary.”

Thanks to continued taxpayer support, CPSO is recognized statewide as a leader in law enforcement technology, frequently assisting local, state, and federal agencies. Technology also enables direct communication with residents through alerts, social media, and the CPSO mobile app, ensuring timely, accurate information reaches the public when it matters most.

Family Safety Starts at Home

Protecting families begins with awareness and communication. “Families should talk about safety plans, know emergency numbers, and be mindful of their surroundings,” Guillory advises. Simple habits - locking doors, practicing online safety, avoiding distracted or impaired driving - can significantly reduce risk.

CPSO also recognizes that not all children have the same support systems. That’s why youth engagement programs play such a vital role. Through initiatives such as Sheriff Guillory’s Reality Check, D.A.R.E., and partnerships with Big Brothers Big Sisters, CPSO provides mentorship, guidance, and positive role models.

“Investing in the youth of Calcasieu Parish is one of the most effective ways to build a safer community,” Guillory says. These programs foster resilience, responsibility, and confidence - qualities that strengthen the community for generations.

Why Community Involvement Matters

Community involvement directly impacts law enforcement success. “We are very fortunate here in Calcasieu Parish to have a community that supports law enforcement,” Guillory shares. “That support builds trust, encourages communication, and ultimately makes our jobs more effective.”

When residents feel comfortable engaging with deputies, sharing information, and collaborating, crimes are prevented and cases are solved more quickly. “For most of our deputies, this isn’t just a job - it’s a calling. They genuinely want to make a difference.”

This shared commitment between CPSO and the community creates a powerful bond that enhances safety and strengthens trust across Calcasieu Parish.

Staying Informed and Connected

CPSO offers multiple tools to help residents stay informed and engaged. Community members can visit www.cpso. com, follow CPSO on social media, and download the CPSO mobile app, which provides alerts, safety resources, and a secure platform for submitting tips. These communication channels ensure residents remain informed, empowered, and connected to their local law enforcement agency.

Final Thought

Public safety is built on partnership, trust, and shared responsibility. Through innovation, education, and unwavering commitment, the Calcasieu Parish Sheriff’s Office continues to lead with service - protecting families, strengthening neighborhoods, and fostering a safer future for Southwest Louisiana.

Learn More

Visit www.cpso.com or download the CPSO Mobile App to access safety resources, receive alerts, and stay connected with your local Sheriff’s Office.

ASK THE EXPERT

Put Your Home Equity to Work

BY AP STAFF WITH CONTRIBUTIONS FROM THE LAKESIDE BANK

Ask the Expert - Aaron Scott Mortgage Loan Officer at Lakeside Bank

Why They’re an Expert: Lakeside Bank is a communityfocused financial institution offering personalized banking solutions for individuals and small businesses. With expertise in business banking, commercial lending, treasury management, and home equity services, their team helps clients build financial stability, support growth, and achieve long-term goals through trusted guidance and local service.

Turning Home Goals into Reality

Is this the year your kitchen finally gets the upgrade it deserves? Has your family outgrown your living space? Need a new roof, updated bathrooms, or maybe you’re ready to add that long-planned pool? A new year often brings fresh goals, and if you’ve been waiting for the right time — and the right funding — to improve your home, you may already have the solution in place: your home equity.

How Home Equity Works

According to Aaron Scott, Mortgage Loan Officer with Lakeside Bank, a home equity line of credit (HELOC) can be a smart and flexible way to finance projects. A HELOC is a revolving line of credit based on the amount of equity you have in your home.

“When you purchase a home, you’re investing in something with long-term value,” Scott explains. “As you pay down your mortgage, you gain equity — the portion of your home’s value you truly own. That equity can be used to help you move forward on goals you’ve been putting off.”

Why Flexibility Matters

Most homeowners build equity

gradually over 20 or 30 years. Equity is the difference between what your home is worth and what you still owe on your mortgage. Once you’ve built equity, you may be eligible to reborrow a portion of it through either a home equity loan or a home equity line of credit.

“With a HELOC, once your line is approved for a certain amount, you can borrow what you need, pay it back in full or partially, and then access those funds again,” says Scott. “It works much like a credit card, but often at a lower interest rate.”

Added Financial Benefits

Another advantage is potential tax benefits. “An added benefit of using home equity for financing is that the interest may be tax deductible,” Scott notes. “In fact, this is one of the few types of consumer interest that may still qualify for tax deductibility.”

A home equity line of credit can be used for a wide range of needs, including home improvements, vehicle purchases, college expenses, and more. Scott adds that it can serve as a valuable financial safety net. “Having a HELOC approved and available gives you peace of mind if an unexpected expense comes up.”

Understanding Your Options

The key difference between a HELOC and a traditional home equity loan is flexibility. A line of credit allows your balance to go up and down as you borrow and repay, while a home equity loan provides a lump sum with fixed monthly payments.

“With a home equity loan, you’re essentially taking out a second mortgage,” Scott explains.

Using Equity Responsibly

Scott cautions that equity financing

isn’t right for everyone. “Your home is a valuable asset, and it shouldn’t be overleveraged. It’s generally recommended to leave at least 15% to 20% of your equity untouched to protect your investment.”

Investing in Your Home and Your Future

As a new year begins, Scott says the most practical use of home equity is reinvesting it back into your home. “Improvements that add value not only enhance your daily life but also strengthen your financial position for the future.”

Learn More

Lakeside Bank is currently offering a special interest rate on home equity lines of credit. To learn more about home equity loans or HELOC options, contact the Lakeside Bank location nearest you or visit www.mylksb.bank.

ASK THE EXPERT

Smarter Homes, Better Living: When and Why to Upgrade Your Space

BY AP STAFF, WITH CONTRIBUTIONS FROM TUPPER HOMES

Ask

the Expert - Tupper

Homes

Why They’re an Expert:

Tupper Homes is a trusted custom home builder specializing in thoughtfully designed homes, renovations, and lifestyle-driven upgrades across Southwest Louisiana. With a focus on craftsmanship, quality construction, and long-term livability, Tupper Homes partners with homeowners to create personalized spaces that blend comfort, efficiency, and enduring design. Their team is dedicated to building homes that evolve with their clients’ lifestyles — supporting everyday living today while anticipating future needs.

For many homeowners, upgrading or renovating is no longer just about aesthetics — it’s about functionality, comfort, efficiency, and long-term living. Whether building a custom home or adding space to an existing one, today’s homeowners are focused on creating environments that adapt to their lifestyles and evolve with them over time. From accessibility planning and energy efficiency to noise reduction and maintenance considerations, thoughtful home design plays a critical role in improving everyday life.

Designing for Long-Term Comfort and Aging in Place

Both custom and modular homes can be designed to support long-term comfort, but a custom home offers greater flexibility when it comes to tailoring layouts specifically for aging in place.

Custom construction allows builders to design features directly into the structure, including single-level living, wider doorways, zero-step entries, and bathrooms built for long-term accessibility. These elements not

only support mobility and safety as homeowners age, but also enhance everyday comfort and functionality.

While modular homes can include many of these features — especially when accessibility is discussed early — they often rely on predefined layouts and dimensions, which can limit customization. For homeowners with specific long-term goals, custom construction provides the freedom to execute those details seamlessly and intentionally from day one.

Peace of Mind and Long-Term Maintenance

When comparing custom and modular homes, peace of mind is driven less by construction method and more by quality of materials, craftsmanship, and planning.

Modular homes are built to the same building codes as site-built homes and benefit from controlled factory environments, which can lead to consistent build quality. At the same time, custom homes allow homeowners to make deliberate decisions about structural components, mechanical systems, and materials based on local climate, lifestyle, and long-term durability goals.

This ability to select products, finishes, and systems tailored to specific

preferences often provides homeowners with added confidence, particularly for those prioritizing longevity and reduced maintenance over time. In both cases, working with experienced professionals and emphasizing craftsmanship are the most important factors in ensuring lasting performance and reliability.

Energy Efficiency, Comfort, and Quiet Living

Modern homeowners increasingly prioritize energy efficiency, indoor comfort, and noise control — and both custom and modular homes can deliver strong results when properly designed.

Modular construction benefits from factory-controlled environments that support precise insulation installation and air sealing. Custom homes, however, allow builders to fine-tune efficiency and comfort based on site conditions, orientation, and lifestyle needs.

This includes tailored insulation strategies, thoughtful window placement, sound control between rooms, and HVAC systems engineered specifically for the home’s layout. These design considerations improve everyday comfort, enhance quietness, and reduce long-term energy costs — particularly for homeowners with clear priorities for how their space should feel and function.

Lifestyle-Driven Renovation and Expansion

Home additions and renovations are increasingly driven by lifestyle changes rather than necessity alone. Families seek flexible spaces for remote work, multigenerational living, entertaining, and relaxation, while empty nesters look to optimize comfort, accessibility, and simplicity.

Whether expanding living areas, adding primary suites, incorporating outdoor spaces, or upgrading kitchens and bathrooms, thoughtful design ensures renovations enhance both daily function and long-term value.

Building for Today and Tomorrow

A well-designed home does more than meet current needs — it anticipates the future. By prioritizing comfort, efficiency, accessibility, and thoughtful design, homeowners can create spaces that evolve with their lifestyles and provide lasting enjoyment for years to come.

Learn More

To explore custom home construction and lifestyle-driven renovations, contact Tupper Homes or visit www. tupperhomes.com to begin designing a space that reflects your goals, priorities, and future plans.

ASK THE EXPERT

After the Accident: What Most People Get Wrong About Personal Injury Claims

BY AP STAFF, WITH CONTRIBUTIONS FROM SHAMIEH LAW

Ask the Expert - Shamieh Law Why They’re an Expert:

Shamieh Law is a personal injury law firm serving clients across Louisiana and Texas, known for its client-centered approach and its guiding philosophy, Winning With Awareness. The firm focuses on educating injury victims about their rights, protecting them from insurance abuse, and pursuing full and fair compensation by addressing the complete financial, physical, and emotional impact of serious injuries.

A serious accident changes everything in an instant. One moment, life feels normal. The next, you’re dealing with pain, medical appointments, lost income, mounting bills, and calls from insurance companies — all while trying to recover physically and emotionally. For many people, the personal injury claims process is unfamiliar territory, and unfortunately, misinformation, rushed decisions, and misplaced trust can lead to outcomes that fall far short of true justice.

The Biggest Misunderstanding: The Role of Insurance Companies

One of the most common misconceptions surrounding personal injury cases is the belief that insurance companies exist to protect their policyholders. Many people assume that loyalty and years of premium payments will result in fair treatment after an accident.

In reality, insurance companies are billion-dollar corporations designed to protect their own financial interests. Their goal is to minimize payouts, often by devaluing claims, rushing settlements, or shifting blame onto the injured person.

Another widespread misunderstanding is that a case only

involves medical bills. While those costs are significant, they represent only part of the damage. Lost wages, emotional trauma, reduced quality of life, and longterm physical limitations all contribute to the true human cost of injury. When these factors are overlooked, victims often settle for far less than their case is worth — sometimes before the full impact of their injuries is even known.

At Shamieh Law, this approach is called Winning With Awareness — helping clients understand the full scope of their rights and the importance of viewing a claim through the lens of the whole person, not just medical invoices.

Why Insurance Companies Rush to Settle

When an insurance company moves quickly after an accident, it may feel reassuring. In reality, it should serve as a warning sign.

Fast settlement offers are often designed to secure a signed release before the injured person fully understands their injuries, prognosis, or long-term care needs. Once that release is signed, there is no opportunity to recover additional compensation — even if future surgeries, therapy, or disability arise.

Across Louisiana and Texas, insurers frequently rely on a strategy sometimes referred to as the “3 D’s”:

Delay the process to create financial pressure,

Deny liability by disputing fault or blaming pre-existing conditions, and Defend profits by pushing low-value settlement offers.

These tactics take advantage of vulnerability, counting on financial stress to outweigh long-term thinking. Awareness and proper legal guidance can serve as a critical safeguard during this period.

A serious injury doesn’t just affect physical health — it disrupts financial stability. Lost income from time away from work, reduced earning capacity, and unexpected household expenses can place tremendous strain on families. Beyond lost wages, injury victims may face hidden costs such as specialized transportation, home modifications, childcare assistance, or in-home medical care. These expenses often accumulate quietly, compounding stress during recovery.

A comprehensive personal injury claim accounts for both immediate and future financial consequences, ensuring that recovery reflects not only past expenses, but also long-term security.

Why Early Legal Guidance Changes Everything

The outcome of many personal injury cases is shaped within the first hours and days after an accident. This is when evidence is most fragile and vulnerable to being lost or destroyed.

Early legal involvement allows investigators to secure time-sensitive materials such as commercial vehicle “black box” data, nearby surveillance footage, dashcam recordings, and physical scene conditions before they disappear. Without swift action, critical evidence can vanish, allowing insurers to reshape the narrative and shift blame.

Early legal guidance helps preserve the truth — creating a factual record that supports full accountability and fair compensation.

When “Minor” Injuries Become Major Problems

Many accident victims initially believe they are uninjured or only mildly hurt. Adrenaline and shock can temporarily mask serious trauma, leading individuals to underestimate their condition.

Injuries such as herniated discs, soft tissue damage, and traumatic brain injuries often present delayed symptoms, becoming increasingly

painful or debilitating days or even weeks later. From a legal standpoint, early statements that downplay injuries can be used to deny future claims — even when symptoms worsen significantly.

Treating every injury with caution and seriousness from the outset protects both physical recovery and legal rights.

Justice Begins with Awareness

Personal injury claims are about far more than paperwork and legal procedures. They represent a person’s health, livelihood, dignity, and future.

Understanding the realities of insurance practices, recognizing the importance of early action, and seeking knowledgeable guidance can transform uncertainty into confidence. Through awareness, injured individuals gain the power to protect themselves, rebuild their lives, and pursue the justice they deserve.

Learn More

To learn more about your rights after an accident or to access educational resources, visit www.shamiehlaw.com.

IMMIGRATION AND INJURY ATTORNEYS

SHAMIEH LAW

ASK THE EXPERT

Buying Fine Jewelry with Confidence: What Every Shopper Should Know

BY AP STAFF WITH CONTRIBUTIONS FROM NEDERLAND JEWELERS

Ask the Expert – Nederland Jewelers Why They’re an Expert:

Nederland Jewelers has served Southwest Louisiana since 1978, earning a reputation as one of the region’s most trusted fine jewelry and luxury watch retailers. As a full-service jeweler, they specialize in engagement rings, bridal jewelry, fine fashion jewelry, luxury timepieces, custom designs, and professional repairs. With a master jeweler and certified watchmaker on staff, Nederland Jewelers blends craftsmanship, expertise, and personal service to guide customers through life’s most meaningful purchases.

Buying fine jewelry is about far more than sparkle. Whether selecting an engagement ring, anniversary gift, heirloom piece, or luxury watch, customers are often investing in memories, milestones, and moments that last a lifetime. Understanding how to shop with confidence can transform the experience from overwhelming to deeply meaningful.

What Most Shoppers Find Confusing About Jewelry Purchases

One of the biggest challenges customers face is understanding quality, value, and craftsmanship. Many feel uncertain about pricing, gemstone grading, metal types, and design features, making it difficult to compare pieces or know if they are making the right decision.

Engagement rings and diamonds in particular can feel intimidating due to the technical terminology surrounding cut, clarity, color, and carat weight. Without expert guidance, buyers may struggle to balance beauty, budget, and long-term value.

A knowledgeable jeweler helps simplify the process, educating

customers so they can make informed decisions that align with their style, expectations, and investment goals.

Why Education Matters When Choosing Fine Jewelry

Education is one of the most important elements of a positive jewelry-buying experience. Understanding how gemstones are graded, how metals perform over time, and how craftsmanship affects durability allows customers to shop with clarity and confidence.

When buyers understand what they are purchasing, they can better evaluate quality, recognize value, and select pieces that will stand the test of time. Expert guidance ensures every customer walks away feeling informed, empowered, and excited about their selection.

Custom Jewelry: Creating Something Truly Personal

Custom jewelry has become increasingly popular as shoppers look for pieces that reflect personal stories, individuality, and emotional significance. Whether redesigning heirloom jewelry, creating a one-of-akind engagement ring, or crafting a meaningful gift, custom design allows customers to transform ideas into lasting treasures.

Working directly with a master jeweler enables clients to collaborate on design, gemstone selection, and structural integrity, resulting in jewelry that is both beautiful and deeply personal. Custom work also ensures proper fit, comfort, and long-term durability.

Why Professional Service Matters

Fine jewelry is a long-term investment, and professional service plays a critical role in protecting that investment. Routine cleanings, inspections, resizing, and repairs preserve the beauty and integrity of jewelry over time.

Having in-house repair and watchmaking services ensures faster turnaround, superior craftsmanship, and consistent quality control. Professional jewelers also provide appraisals, maintenance recommendations, and long-term care guidance that help extend the life of every piece.

Selecting Jewelry That Matches Lifestyle and Long-Term Wear

Every customer has unique lifestyle needs. Active individuals, professionals, parents, and retirees all require different considerations when choosing jewelry. Durability, comfort, metal selection, stone settings, and maintenance requirements all factor into long-term satisfaction.

Matching jewelry to lifestyle ensures that pieces remain wearable, comfortable, and resilient — not just beautiful in the display case.

The Emotional Value Behind Every Piece

Fine jewelry often marks life’s most meaningful milestones — engagements, weddings, anniversaries, birthdays, graduations, promotions, and

family celebrations. Each piece becomes part of a story that can be passed through generations.

That emotional significance is why trust, expertise, and personalized service matter so deeply when choosing a jeweler.

Final Thought: Confidence Comes from Knowledge and Trust

The right jeweler does more than sell beautiful pieces — they guide, educate, and support customers through some of life’s most important moments. With expert guidance, careful craftsmanship, and genuine care, buying fine jewelry becomes an experience rooted in confidence, connection, and lasting value.

Learn More

To explore fine jewelry, engagement rings, luxury watches, custom designs, and professional repair services, visit Nederland Jewelers or browse online at: https://nederland-jewelers.com Their experienced team is ready to help you select or design jewelry that reflects your story and stands the test of time.

ASK THE EXPERT

Building Financial Confidence Through Smart Planning

BY AP STAFF, WITH CONTRIBUTIONS FROM CHERYL DUHON OF MERRILL LYNCH WEALTH MANAGEMENT

Ask the Expert - Cheryl Duhon, Vice President & Senior Financial AdvisorMerrill Lynch Wealth Management Why They’re an Expert:

With more than 30 years of experience in financial services, including 17 years as a financial advisor, Cheryl Duhon is a Vice President, Senior Financial Advisor, and Senior Portfolio Advisor with Merrill Lynch Wealth Management. She works closely with affluent families and individuals across Southwest Louisiana to develop personalized financial strategies focused on building and preserving wealth, planning for retirement, facilitating seamless wealth transfers, and advancing philanthropic goals. Through a clientcentered approach and deep market insight, Cheryl helps clients align their financial plans with their values, long-term vision, and life priorities.

Managing personal finances can feel overwhelming, especially in a world of constant market headlines, economic uncertainty, and rising costs. Yet the foundation of financial success is rarely found in reacting to short-term events. Instead, long-term stability is built through clarity, planning, and consistent habits.

The Most Common Financial Mistake

One of the most frequent challenges households face is making financial decisions without a clear plan or longterm perspective. Many families respond to immediate pressures — market fluctuations, interest rate changes, or lifestyle expectations — rather than anchoring decisions to long-term goals. Without a financial roadmap, it becomes easier to overspend, under save, or take unnecessary risks. A well-structured financial plan creates clarity, allowing families to make decisions confidently, even during uncertain economic periods.

Balancing Saving, Investing, and Debt

Financial priorities vary from household to household, but a balanced approach often produces the strongest long-term outcomes.

Establishing an emergency reserve to handle unexpected expenses provides critical financial stability. At the same time, addressing high-interest debt helps prevent compounding costs from quietly eroding progress. Meanwhile, consistent investing — particularly for long-term goals like retirement — allows families to benefit from time and compounding growth.

Rather than viewing these priorities as mutually exclusive, maintaining steady progress across all three areas often proves more effective than focusing on only one.

Financial Habits That Create Lasting Impact

Long-term financial success is shaped far more by daily habits than by market timing. Living within one’s means, saving consistently, reviewing plans regularly, and avoiding emotional decision-making all contribute to sustainable financial growth.

Small, disciplined actions — such as automating savings and staying invested during market cycles — tend to deliver significant long-term benefits. Over time, consistency and patience often outweigh short-term market movements.

Preparing for Life’s Unexpected Events

Unexpected expenses are inevitable, which is why preparation plays a critical role in financial stability. A dedicated emergency fund, typically covering several months of essential expenses, serves as a vital safety net.

Beyond cash reserves, families should evaluate insurance coverage and understand which financial resources can be accessed quickly if needed. While planning cannot eliminate uncertainty, it significantly reduces stress when unexpected situations arise.

Making Confident Major

Decisions

Major financial decisions deserve careful consideration. Evaluating how a decision aligns with long-term goals, understanding potential trade-offs, and assessing its impact on cash flow, taxes, and liquidity can help prevent future regret.

Large financial choices should not be made in isolation. Viewing each decision within the broader financial picture allows families to move forward with greater clarity and confidence.

How Planning Reduces Financial Stress

Proper financial planning replaces uncertainty with structure. When individuals understand their financial position and available options, they gain a sense of control that eases emotional stress.

financial advisor can further transform anxiety into clarity and actionable progress.

A thoughtful plan establishes guardrails, helping families navigate market changes, life transitions, and unexpected events with greater stability and peace of mind.

Advice for Those Feeling Overwhelmed

Feeling overwhelmed is often a sign of uncertainty, not failure. Simplifying finances, prioritizing what matters most, and focusing on controllable actions can restore momentum.

Breaking complexity into manageable steps allows families to build confidence gradually. Partnering with a trusted

Final Thought

“Financial strength isn’t built through perfection—it’s built through consistency, clarity, and thoughtful planning over time.”

— Cheryl Duhon, Vice President & Senior Financial Advisor, Merrill Lynch Wealth Management

Learn More

To learn more about comprehensive financial planning and long-term wealth strategies, contact Merrill Lynch Wealth Management or speak with a local financial advisor.

ASK THE EXPERT

Redefining Beauty: What to Know About Permanent Makeup

BY AP STAFF, WITH CONTRIBUTIONS FROM SOUTHERN VANITY OWNER JILLYAN BEVLAQUA

Ask the Expert — Southern Vanity by Jillyan

Why They’re the Expert:

Southern Vanity by Jillyan is a premier permanent makeup and aesthetic studio serving Southwest Louisiana, known for personalized artistry, advanced techniques, and exceptional client care. Led by Jillyan Bevlaqua, a pioneer in her field and Lake Charles’ first exclusive machine specialist, Southern Vanity combines precision, innovation, and artistic expertise to deliver natural-looking, confidence-enhancing results. With a strong commitment to education and continuous advancement, Jillyan and her team remain at the forefront of modern permanent makeup, redefining beauty through customized, thoughtful design.

Permanent makeup is transforming the way people approach beauty, offering long-lasting solutions that enhance natural features while simplifying daily routines. Once considered niche, these procedures have become increasingly mainstream as advancements in technique, safety, and artistry continue to elevate both results and client experience.

What Is Permanent Makeup and Why Are People Choosing It?

Permanent makeup, also known as cosmetic tattooing or micropigmentation, uses specialized tools and pigments to enhance features such as eyebrows, eyeliner, and lips. Designed to mimic traditional makeup, the results are long-lasting yet subtle, helping clients achieve a polished look without daily application.

Although the word “permanent” can sound intimidating, results typically last one to five years, gradually fading over time. This allows clients the flexibility to adjust their look as preferences, trends, and facial features naturally evolve.

Beyond convenience, permanent makeup also offers meaningful benefits for individuals with hair loss, medical conditions, allergies, or vision challenges, helping restore definition and confidence while simplifying everyday beauty routines.

Precision Through Advanced Machine Application

One of the defining factors behind Southern Vanity’s exceptional results is its exclusive focus on machine application, a modern technique that delivers superior precision and consistency.

“Machine application allows me to work with a much higher level of control and consistency than techniques like microblading,” explains Bevlaqua. “Precise depth control reduces trauma to the skin, improves client comfort, and creates softer, more predictable healing. Because my background is rooted in art and realism, I approach each set of brows with the goal of hyperrealistic results that follow natural hair growth, balance, and facial structure rather than a standardized pattern.”

This approach allows for customized, natural-looking outcomes that heal beautifully and age gracefully.

Why Customization Matters More Than Trends

In an industry driven by trends, personalization remains the key to achieving truly timeless results.

“Natural results don’t come from templates or trends — they come from understanding the individual face,” says Bevlaqua. “Bone structure, muscle movement, skin type,

undertones, and personal style all play a role in the design. Customization ensures the brows look balanced and believable on that specific person, not just technically well-executed. That’s what allows the work to age well over time.”

By designing each procedure uniquely for the client, Southern Vanity ensures results that enhance — rather than overpower — natural beauty.

Choosing the Right Permanent Makeup Artist

Selecting a skilled and ethical artist is one of the most important steps in achieving safe, beautiful results.

“Clients should look for consistency in healed results, ongoing education, and an artist who leads with thorough consultation and honest expectations,” Bevlaqua advises. “A true professional understands skin, pigment behavior, and facial anatomy — and knows when to say no. Experience and integrity are what ultimately define

the quality of the work.”

Education, training, and artistry are essential, but equally important is clear communication and a client-first approach.

A Confidence-Enhancing Experience

Beyond aesthetics, permanent makeup offers emotional and lifestyle benefits. Clients often report increased confidence, simplified routines, and a renewed sense of self — especially those navigating medical challenges, hair loss, or time constraints.

By blending advanced technique with personalized artistry, Southern Vanity helps clients look and feel like the best version of themselves — effortlessly.

Learn More

To explore permanent makeup services and personalized consultations, visit Southern Vanity or book by scanning the QR code.

ASK THE EXPERT With Our Sincere Thanks

The Ask the Expert special section was created to inform, educate, and empower our community by connecting readers with trusted local professionals across a wide range of industries.

This publication would not be possible without the generosity, expertise, and collaboration of the outstanding businesses and organizations who contributed their time, insight, and knowledge.

We extend our sincere appreciation to each participant for helping us bring valuable information to Southwest Louisiana. Your commitment to education, transparency, and community impact is what makes this section meaningful and relevant to our readers.

Thank you for partnering with the American Press and Carpenter Media Group to make Ask the Expert a trusted resource for our community.

Thank You to Our Participating Experts

Alliance for Human Trafficking of SWLA Calcasieu Parish Sheriff’s Office (CPSO) Marcu Myers — DWI Attorney

Lakeside Bank

Skin Studios

Tupper Homes

Schrumpf Law Firm

Shamieh Law

DTS Tactical

Nederland Jewelers

Landscape Management

Merrill Lynch Wealth Management — Cheryl Duhon

Southern Vanity by Jillyan

American Press / Carpenter Media Group

From All of Us at the American Press

Thank you for sharing your expertise, supporting local journalism, and investing in the success and education of our community. Your participation strengthens our mission to inform, connect, and uplift Southwest Louisiana — and we are grateful for your partnership. We look forward to continuing to collaborate and tell the stories of the professionals, businesses, and organizations that make our region such a remarkable place to live and work.

With appreciation,

The American Press & Carpenter Media Group Team

WHAT YOU GET:

Category exclusivity - be seen as THE EXPERT in your field.

Reach a very large audience - combined newspaper, online, Facebook and newsletter audience of 290,000.

Supported by a large marketing campaign - we will promote through all of our platforms the week prior to distribution, the week of and the week after.

Your full page ad will be adjacent to the information page - what a consumer needs to know to make a decision to do business in your category.

Distribution:

• American Press

• Americanpress.com - ads to remain on the site for three months

• Facebook - mention in one post linked to publication

• Newsletter - daily for one month.