Sierra Verde Highlighted in Tahoe Bonanza

INCLINE VILLAGE, Nev. — Meet your Merchant, Sierra Verde Home Design Center, an interior design firm coupled with a furniture store located in the heart of Incline Village.The three-year-old business is owned and operated by Pam Aaron, a veteran designer who has extensive experience in several facets of the design world — whether it be producing business logos for Reno-area enterprises or remodeling a home for a client to more accurately reflect his or her personality and tastes.“We do this because we love to do it,” Aaron said. “For me, it’s a creative outlet. If I didn’t do this, I’d be redecorating my own house every two weeks, and that would get expensive.”Rebecca Cary, an interior designer at Sierra Verde, said along with creative expression, she enjoys forging relationships with the diverse clientele.“You work with clients for several months or a year to achieve something they really like,” she said. “A lot of our work is about reading personalities so we are able to find a design that fits their personal tastes.”

Aaron said much of what her business does consists of enhancing what the clients originally want. For instance, she recently installed a home theater into a local residence, and instead of going for a prototypical look, she incorporated a coffered ceiling with copper panels to give the space a more distinctive ambiance.

“Sometimes the clients have trouble putting what they want into words, and they look to us to interpret,” Cary said. “We get the general idea from the clients and we make it happen.”

Incline resident Judy Thompson, for one, is impressed with Sierra Verde’s interpretive prowess.

“I absolutely loved my experience working with Sierra Verde and plan to use them again,” she said. “I have already recommended them to my friends.”

Aaron emphasized her firm does more than just high-end design or home remodels for select clients. Sierra Verde also does staging for real estate companies, meaning if someone wants to showcase a specific space as the home is being shown to prospective buyers, Sierra Verde will set up a room or home temporarily with the intent of highlighting its strengths.

“It’s a little more stress-free,” Cary said. “Instead of people buying furniture for the next 20 years, you’re just setting something up for a short time. It can be fun.”

Sierra Verde also sells furniture at its location in the Village Center.

“This is a local place for homeowners to shop for furniture that is reasonably priced,” Aaron said. “Our ability to stock furniture in the store keeps prices low.”

Sierra Verde works with the Omnia furniture company that features Kathy Ireland Home upholstery, which is wholly made in America and manufactured in Chino, Calif., Aaron said. Incorporating environmental conscientiousness into her business is important, she said.

The store also carries Hunter Douglas blinds, which are at the forefront of energy efficiency. The Duette Architella is the most energy efficient blind on the market, Aaron said, blocking up to 85 percent of solar heat from the sun in the summer and reducing heat loss by 50 percent in the winter.

“(We) believe that green is more than just a name,” Aaron said. “It is a way of life that affects even the simplest of decisions from whether to drink tap or bottled water to choosing how to remodel and decorate your home.”

Despite turbulence in the national economy, Aaron said her enterprise continues to flourish and she has wide hopes for the future.

“We are continuing to grow as more and more people realize that we are here,” she said. “We also get a strong referral business.”

— If you know of a local business that is new to the Incline Village community or one that’s been here for years and has a great story to tell, and you’d like it considered for an upcoming Meet Your Merchant feature, contact Bonanza editor Kevin MacMillan at