Western Renditions

Story by Susan Dickenson -- Home Accents Today, 3/1/2007

The West is still wild in central Idaho, where some of the most ecologically intact land in the country is protected by the National Wilderness Preservation System. Altogether, the state has close to 9 million acres of roadless undeveloped forest land and is widely regarded as an outdoor recreation mecca for skiing, snowboarding, whitewater rafting, backpacking, hunting and fishing.

During the past decade, Boise has seen its population nearly double, as Idaho's capital and largest city has grown into a metropolitan area of 600,000 people, fueled partly by high tech and partly by urban refugees' quest for an affordable Rocky Mountain lifestyle. In 2006, Money magazine named Boise the 8th best place to live and Forbes put it at No. 4 on its list of the country's top metropolitan areas for business and careers.

Cherie and Randy Shelton's move to the Gem State in 1990 was precipitated by the purchase of an America the Beautiful Dreamer bedding franchise from Vancouver, Wash.-based America Group. "Randy and I had been living in Vancouver, where he worked for the company," Cherie Shelton said. "We married in 1983, I became a buyer-merchandiser for America the Beautiful Dreamer in 1988 and then we purchased a franchise and moved to Boise."

The Sheltons, high school sweethearts from their hometown of Yakima, Wash., expanded their business several years ago to include Renditions, a premier home furnishings source for Boise's growing population. "We've seen a lot of growth, especially transplanted Californians," Shelton said. "Our customers include local homeowners as well as second homeowners from the McCall, Sun Valley and Tamarack areas — Tamarack is the newest ski resort, about two-and-a-half hours north of Boise."

Shelton said she and her husband branched out in 1999 when they were asked by friends and local builders, Greg and Missy Coman, to help furnish a home for a parade of model homes tour. "We went to market and purchased enough product to do the entire home, our idea being to sell the product out of the house when the parade tour ended." A great response made them aware of the opportunity that existed for a specialty lifestyle store in Boise, so they decided to go for it.

The Sheltons opened up shop in October 2000 in Boise's downtown historic district, an area dating back to the city's 1863 founding that, following deterioration and decline in the '50s, was revitalized under the leadership of local businesswoman Joan Carley in the '70s and '80s.

"We loved the feel of the area and opened in 1,100 square feet of space in a structure built in 1910 for the Pioneer Tent & Awning Company." Pioneer operated in the location until 1971 as a manufacturer of cotton duck tents, awnings, wagon covers, mining supplies, gun leather and saddlery. In 1974 the building was sold and renovated, kicking off the area's preservation and eventual National Register designation as the Old Boise Historic District.

"The building has great hardwood floors and old brick walls and we've done nothing to change the feel of the store other than paint some of the walls," Shelton said. "The setting makes our product look great and gives everything a comfortable, homey feel."

In August 2003, the Sheltons moved to the front corner of the building and expanded to the store's current 3,000-sq.-ft. size, filling the showroom with an equal mix of accessories and furniture from more than 100 vendors. "The store is laid out in vignettes, heavily accessorized and we're in a constant state of change — which I love — but it also presents the challenge of constantly searching for new product," she said. The Sheltons shop the markets in High Point, Las Vegas, Seattle and Atlanta, for things that "...aren't too far ahead of the curve, but have enough cutting edge to keep our customer base enticed."

Cherie describes Renditions' style as rustic elegance with a bit of Old World refinement. "It's hard to pinpoint the best sellers. Large unique furniture pieces, buffets and credenzas do well, as do smaller, unique accessories," she said. "We have a lot of success with a line of unique case goods made from new and reclaimed woods from India. I don't sell chandeliers, but Gallery Designs lamps and shades do well here."

On staying competitive, Shelton said, "I think our small boutique environment, our constantly changing showroom and our willingness to sell off the floor make us different. We keep a backup of product in our warehouse so if a client comes in and loves a chair, table, lamp, frame, we'll deliver if off our floor and bring in something new and exciting to take its place."

Most of Renditions' advertising is word-of-mouth, with some TV and print. "We are very conscious of our price points, offer fair prices, and have two to three floor model sales per year for items that didn't move as quickly as planned." The store also allows customers to take things home on a trial basis for three days. "Our customers love this — there's no stress to make a split decision and commit, and most of the time they keep the product. We also work with a lot of independent designers."

The Sheltons are in the store Monday through Saturday from 10 a.m.–5 p.m., and until 8:30 p.m. for the downtown district's "First Thursdays" event, when all of the downtown stores and museums stay open later. A staff of four (delivery and sales) and a designer who comes in two days a week round out the staff. They're also kept busy with two college-age sons and "baby" Chip, a Shih Tzu-Lhasa Apso mix who sometimes joins them in the store. "We have a wonderful repeat client base and have been truly blessed," Shelton said. "Our talented, personable staff makes it welcoming for our regulars to stop by frequently, even if it's just to say hello."

Idaho's early settlers bought wagon covers, mining supplies and gun leather from the former tenants of the building that houses Cherie and Randy Shelton's store in the Old Boise Historic District. The latest wave of newcomers shop here for elegant renditions of warm, rustic furnishings and accessories.

Renditions' collections combine sturdy proportions and a sophisticated free spirit to create an atmosphere of comfort and effortless beauty. Everyone is welcome, six days a week, including Chip (above).

Old World in Old Boise means gracious living with large and small scale selections from more than 100 vendors including Paul Robert, Classic Home and Eastern Accents.

Renditions provides small details and unique accessories for the urban refugees and second-home-owners who have contributed to Idaho's growth rate, the third highest among U.S. states last year.