STORY Veronica Lemaster | PHOTOS Jim peterson
“When you come in, you almost never see the same thing twice,” owners Randy and Cherie Shelton said of their store, America The Beautiful Dreamer and Renditions.
The duo married just out of high school in 1983 and right away, discovered their passion for selling furniture. They started out selling pieces in Vancouver, then moved to Boise to open a store front. Their first furniture store, America The Beautiful Dreamer, opened in November of 1989, specializing in bedroom furniture and futons. A decade later, the couple decided to open their second store, Renditions Furniture, in the historic district of downtown Boise. This time, they wanted to specialize in one-of-a-kind furniture for the entire home. In the winter of 2010, the Shelton’s combined the two stores under one roof.
“The name kind of came to us one night,” Cherie recalled of Renditions. The name America The Beautiful Dreamer was the franchise the Shelton’s initially bought. The inspiration to combine the two stores came from wanting a one-stop furniture store where customers could find everything they needed to furnish their entire home, all under one roof.
Located conveniently in the Boise Towne Square parking lot, America the Beautiful Dreamer and Renditions has customers traveling from all over Idaho to buy their unique pieces. “The loyal customer base we have helps us compete against big chain stores. They make it enjoyable,” explained Cherie. “Our complimentary design consultants will help you choose whatever you need for your home.”
Of course, the Idaho-made furniture is what keeps the customers coming back. They offer log furniture made from woods lodge pole, aspen, alder, oak or hickory. Bed stands made from Oak Creek in Payette, Idaho can be found in three types of hardwoods, including alder, oak and hickory, with many stain color options. Customers can also customize the bed height, along with the number of dovetailed drawers, making each stand unique. Cedar-lined drawers are standard, ideal for Idaho cabins. “It’s furniture for your style of life.”
Their store also offers a variety of bedroom items, including the Comfort Sleeper, a sectional that converts to a sleeper sofa, or the Simmons Beautyrest® mattress, which guarantees a comfortable, restful sleep.
They describe their store having a “boutique atmosphere” where everything is placed to look as if it belongs. Every item seen on the floor is available for sale, including artwork, lamps and accent pieces like glass vases. The couple offers free local delivery on any item.
The Sheltons rely primarily on local vendors for their furniture, but twice a year they travel to Las Vegas and High Point, Carolina for furniture markets with more diverse selections.
Their familiar team includes three sales associates and two delivery workers. Randy and Cherie spend their share of time in the store running the business and designing room settings.