By Charlyne Varkonyi Schaub
City & Shore Design Writer
Renovation Room is not your typical furniture store. Shopping here is more like shopping at North Carolina’s High Point Market, where you can find offerings from a number of vendors, not just a few. The showroom in Hallandale Beach offers popular names, such as Lexington, but you also will discover items sourced directly from vendors around the globe.
“I birthed Renovation Room to bring in a variety of styles,” says Beth Geduld, who opened the showroom with her husband, David, in 2012. “What makes Renovation Room so unique is we bring a variety that no other store does. We have a variety with a personal touch.”
Geduld and John Diaz, her general manager, have traveled the world to find items, such as Buddha heads and pillows made from old textiles. They also visit major furniture shows in the states, from Las Vegas Market to the Architectural Digest Design Show in New York City.
“A lot of furniture stores try to sell furniture,” Diaz says. “We like to give the customer a look. We hope that the clients will think we have good taste and select the items they will love.”
Both explained their philosophy in an interview at their Hallandale Beach showroom.
City & Shore: You offer staging, which is becoming a popular way to sell homes faster and to perk up a client’s existing decor. How does this work?
Beth Geduld: I am a certified interior decorator and a certified staging professional that does redesign. We bring over our furnishings until the home sells and [then] take them back. The fee is $1 per square foot that is staged.
C&S: What is your
goal in staging?
BG: It is the same for those who want a refresh and for those who want to sell their home. I want to produce the ‘wow’ factor. John and I recently had a client who wanted help in her home. The house had good furnishings she wanted to keep. We gave it the finishing touches – art, pillows and candles. She bought everything we selected.
C&S: What do people do wrong in their decorating?
BG: They don’t understand scale, flow and function, but scale is the biggest problem.
C&S: What is your philosophy?
BG: We listen to the client’s needs. We don’t tell them what to do;
we guide them.
C&S: What are your price points?
John Diaz: We are medium to medium high. We have a $99 dining room chair and a $1,200 sofa within five feet of each other.
C&S: Do you have a private furniture line?
BG: Our RR Studio Line is furniture custom made for us.
C&S: What are your delivery times?
JD: The items in stock can be delivered in 24 hours. Ninety percent of custom orders are delivered in six weeks.
C&S: What is your motto?
BG: Simplicity is sophistication.
C&S: What are the hottest trends?
BG: Neutral rooms are coming back. They are more matchy-matchy. These days it is all about the art, natural materials and organic pieces.
C&S: You talk about the three rules in design. What are they?
BG: Three greens, three textures and three reflections such as chrome, mirror, glass.