Sterling Furniture

Posted - Dec. 21, 2001 at 7:46 a.m.



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This is Fred Ball for Zions Bank, speaking on business.

In Salt Lake, the name Sterling has been synonymous with furniture for more than 126 years. Located in Sugarhouse on the corner of 11th East and 21st South, Sterling Furniture has supplied décor to thousands of homes along the Wasatch Front.

On a recent visit, I discovered that Sterling specializes in contemporary, traditional and comfortable living furnishings. There is a collection of fine leather pieces and an assortment of antique reproductions.

As I walked through the showroom with Mark Williamson, a sales manager, he pointed me to some of the curio cabinets. He said curios are a popular item because they make the perfect accessory in any home. Collectors particularly enjoy them because they provide a nice showcase for any collection.

Mark showed me the Jasper brand of cabinets. He said Jasper has been building the cabinets since 1904 and has gained a reputation for quality and craftsmanship integrity. I saw how each cabinet is custom made of solid cherry, ash, oak, mahogany and other hardwoods. The finishing touches are applied by hand, and the cabinets come with a choice of options.

Mark also showed me the Pulaski brand of curios. In addition to high-quality workmanship, the cabinets feature mirrored glass backs, halogen lighting and adjustable shelves.

As we traveled the showroom, I saw cedar chests, jewelry chests, recliners and rockers. Sterling also features a large assortment of glide rockers. I’ve always thought the chairs were interesting—how they sort of slide back and forth instead of tilting up and down. Mark told me that the Glide-R-Motion rockers are very popular. He said they are perfectly balanced to relieve stress on the lumbar back and provide overall support and ultimate comfort. After sitting in one, I could certainly feel how comfortable they are.

Prior to my visit, I wondered what the secret was to Sterling Furniture’s long-standing success. But after walking through the showroom, I realized that it simply offers pieces that are not only aesthetically pleasing and functional but also very comfortable as well. And that’s something that will keep the store in business for a long time to come.

For Zions Bank, I’m Fred Ball. I’m speaking on business.

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