Opened by Cheri Hochstetler in Coralville, IA in 1997 as Expressions Custom Furniture, the business evolved into Dwell in 2006 and has since become a destination showroom, well-known for an outstanding selection of interior furnishings including custom offerings from Rowe. A member of the Rowe family of retailers since 2012, the Dwell 14,000 square foot showroom features curated vignettes of products from over 250 high-end vendors, and offers retail shopping, to-the-trade exclusives, and interior design services that range from classic to modern and on-trend to progressive.

“We are a small team, very lucky to be balanced with creative talent and logistical experts.”

250 12th Ave, Suite 100 Coralville, IA 52241, United States

Special Services:

Creating beautiful spaces for our clients, all day, every day, is where we excel! Dwell is continually expanding our interior design services to find the best ways to create holistic spaces for our clients.

Dwell’s Top Tips to Support Local Biz:

Share Share Share! Word of mouth is the best advertisement, whether that is on social media or face-to-face with personal friends. Telling or bringing a friend to your new favorite place to get inspiration opens small businesses up to a whole new world of connections!

What makes your shop unique?

Our showroom is FUN. It is impossible to not be inspired by all the beautiful products, vibrant clientele, and constant restaging of vignettes.

How does your shop make customers feel?

“An inspirational escape from the day-to-day” is something we hear from visitors often. As a regional destination, we have a reputation for having new and exciting products displayed very uniquely.

What's on your store playlist?

A curated playlist by our merchandiser to set the showroom mood, with everything from Depeche Mode to Taylor Swift to The Jackson Five!

What are you looking forward to showcasing next season?

Our designers just visited High Point Market, and we look forward to seeing the new product they ordered in for the showroom.

What do you love about working with Rowe?

The main highlight about Rowe is the fabric selection, especially their performance fabrics. They focus a lot on the life-friendly materials: lots of Crypton, Sunbrella, Kid-Proof and washable fabrics. We especially love the newer line of recycled fabrics!

What's the most memorable moment that has occurred in your shop?

We don’t necessarily have one most memorable moment, but the groove we are in now is that something special is happening. We have evolved so much over the years, but this team and how we function is certainly something extraordinary. We’ve curated such a wonderful crew of people that not only work well as #teamdwell during shop hours, but are also friends outside of the office.

Why is your location the perfect fit for your shop?

We are very fortunate to have the University of Iowa and the University Hospital nearby. We get a lot of new-to-town shoppers from both, including professors, doctors, and even students. We also have a pretty progressive clientele that appreciates our showroom, which helps us push the cutting edge by putting our own personal spin on current trends.

Who’s your celebrity dream customer?

Jeff Lewis, Brooklyn Decker, Diane Keaton…these are a few names of celebs with great style. We would love a visit with any of them!

If we pop into your store at any given moment, we’re sure to see…

Something out of the ordinary!