Cave Creek proprietor earns honor

STAFF REPORT~ 2/1/2012

Valerie Watters, owner of Valerie’s Furniture & Accents, was awarded the 2011 Retailer of the Year Award by the Arizona Home Furnishings Representatives Association (AHFRA), in a ceremony earlier this month in Scottsdale.
 
According to AHFRA president Scott Donk, Watters was nominated and chosen from retailers throughout markets that member representatives serve including Arizona, New Mexico, parts of Nevada and beyond.
 
“Everyone wants to sell to Valerie because of the quality of individual that she is. She was the overwhelming winner,” Donk said.
 
Watters is actively involved in the industry locally, regionally and nationally. She is an executive board member of Western Home Furnishings Association, a trade association dedicated to home furnishings retailers on the West Coast.
 
“I am extremely honored. I have known many of the reps for more than 25 years. I know how hard they work. They are an essential part of our industry. I am proud to be associated with them and recognized by them.”
 
According to Donk, the recognition is often awarded to a store with multiple locations. “While Watters has only one location, she is certainly doing something right to be selected from among the five nominees this year,” he said.
 
Watters established the 6,500 square foot home furnishings store in 1989. She built and grew her brand, market share and reputation by dedicating herself to providing clients with one-of-a-kind western furniture and accessories, nearly all of which are American made.
 
Watters’ clientele is not limited to Arizona. A large number of her customers live throughout the country. Watters is known for her clever advertisements which run throughout Arizona and in national publications featuring playful tie-ins with classic old western themes.  

But it is her quality that keeps her in business, according to Donk.
 
Watters hand-selects each item in the store from artisans throughout the United States. “She personally works with all the suppliers of accessories, rugs, fabrics, leather and case goods,” Donk said.
 
In addition, Watters has established relationships with talented artists and scours the country for unique, sometimes antique, but always interesting western influenced pieces.
 
Other recognitions Watters has received include Top 50 Retail Stars Award by Home Accents Today Magazine and Best Cowboy/Cool Furniture from Phoenix Magazine. She has been a featured speaker at industry and media events throughout her career.
 
Watters is also known for her work for non-profit organizations, and animal rescue organizations are especially dear to her heart. Watters lives on a ranch in Cave Creek, Arizona and currently has more than 15 adopted rescue animals on her property including five dogs, a donkey, a mule, a sheep, a llama, a cat, two pygmy goats, many hens and one ornery rooster.
 
Valerie's Furniture & Accents is located at 6070 E. Cave Creek Road in Cave Creek. For information, call 480-483-3327 or visit valeriesfurniture.com.