January, 23, 2009

Valerie's Furniture & Accents: Popular Retailer Celebrates 20 Years
Energetic Watters Beats the Odds During Tough Economic Times

CAVE CREEK, AZ - Amid news of economic uncertainty and retail closings, Valerie's Furniture & Accents stands out as a bright spot, celebrating 20 years in business in 2009.

The Western home-furnishings store established by Valerie Watters in 1989 has succeeded and thrived, and continues to grow despite the downturn.

Watters founded the store at the age of 29, after having gained experience at a California furniture store chain upon graduation from college in Michigan. As one of eight children and the first in her family to graduate college, Watters was always an enthusiastic achiever and was encouraged at a young age by her teachers to reach for her full potential.

She has grown to become a furniture retailing force and was appointed to the prestigious Western Home Furnishings Association board in 2007, a special recognition for a small retailer named among the larger national players in the industry. In 2009 Watters became board secretary for the organization.

The Award Winning Store
Named Best Cowboy Cool Furniture Store by Phoenix Magazine, Valerie's is known throughout the country for one-of-a-kind western furnishings, artwork and accessories.

Each item is hand-selected from artisians and manufacturers who specialize in quality and beauty, and Watters strives to provide only American-made products with outstanding craftsmanship.

One visit to Valerie's and you will find nearly 5,000 square feet, chock-full of cowboy and western furnishings. From the bath to bedroom furnishings, from living room, dining room to outdoor spaces, shoppers can furnish their entire home at Valerie's.

As decorating trends come and go, Valerie's timeless western style remains popular throughout Arizona, the West, and throughout the nation. A surprising number of the store's sales come from individuals living out of state who want to decorate their home with Western flair.

Many shoppers have been customers for twenty years, having followed Watters as she evolved from a young furniture storeowner into a renowned shopkeeper, businesswoman and landowner. Watters has established these same long-term relationships with her vendors as well.

Growing Pains
Success has not always come easy for Watters. In the late 90's, the demographics had changed where she had established her Scottsdale store. While lucrative, the market was evolving. Larger chain stores moved in and the neighborhood changes forced Watters to rethink her business goals.

"In the end I knew I wanted not only business success but a good quality of life," said Watters. "I decided to get back to basics and focus on the things that had made us successful initially. I also looked at the future and where I wanted to be. Cave Creek was my home."

Taking a chance, Watters made the decision to purchase commercial property and move the store to its current location just north of the Phoenix metro area in 2002. In order to make ends meet, she initially leased out a portion of her building but now occupies the entire facility, complete with warehouse and showroom.

Living The American Dream
Watters is a testament to the American-dream, a small-town girl who without much behind her came to know tremendous success and accomplishment as an entrepreneur. As a young girl in the Midwest who was inspired by reading Western novels, she never imagined she would have the opportunity to own her own western store one day.

She is acutely aware of the fact that self-reliance and success take hard work and encouragement, and she makes it a point to give back to her community.

The list of non-profits Watters supports is long, with her favorites being those that benefit animals. Watters herself lives on a Cave Creek ranch, home to five dogs, three goats, a donkey, a mule, a pot-bellied pig, two llamas, chickens and one old cat, most coming from animal rescue operations.

Watters' keys to success:

• Know who you are, what you are good at, and stick to it.
• Never give up. Enthusiasm and loyalty are the keys to maintaining long time customer relationships.
• Always live within your means for yourself and your business. Never spend more than you make.
• Always offer the highest quality merchandise.
• Stand behind each sale.
• Bring a staff that strives to get to know the customer's name and needs.
• Be your own landlord if possible.
• Understand and know marketing. Have a dedicated marketing plan.
• Keep it simple.
• Education. Read. Read. Read. If you don't know how to tackle something, educate yourself by reading.
• Surround yourself with people who believe in you.
• Have faith.
• Give back to your community.

Valerie's Furniture & Accents, established in 1989, is located at 6070 E. Cave Creek Road, Cave Creek, Arizona 85331. For more information, phone (480) 483-3327 or visit www.valeriesfurniture.com.

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For more information about this article, please contact: (1) Kim Prince, Proven Media, at (480) 221-7995 or Kim@ProvenMediaServices.com ; (2) Valerie Watters at (480) 483-3327 or VWatters@qwestoffice.net .