When you step into Real Deals Salem, you’re not just entering a home decor and fashion store—you’re entering a space filled with family passion, creativity, and a deep commitment to quality. Co-owned by Dawn Sherwood and her daughters, Jenna Catino and Courtney Sherwood, this local gem offers a unique mix of carefully curated home decor and on-trend fashion. Located in Salem, OR, the store has become a go-to destination for those seeking something special for their home or wardrobe.
An Unexpected Opportunity
Dawn Sherwood didn’t plan on becoming an owner of Real Deals Salem, but life had a way of steering her in a direction she never expected. Following the sudden passing of her husband, Dawn and her daughters were searching for a way to rebuild and reconnect. Courtney, Dawn’s youngest daughter, was about to graduate from Oregon State University with a degree in interior design and business. Together, they envisioned starting a venture that combined their passions.
“I called the franchise for Real Deals, and I said, ‘Is there any chance we could do a second franchise in the Lane County area?” Dawn recalled. “They said no, they don’t do that, but they mentioned an opportunity in Salem” At first, it seemed impossible because Dawn didn’t live in Salem at the time, but less than ten minutes later, they called her back and said, “Dawn, we’re willing to make an exception for you to live outside the area. We think you’d be a really good fit.”
The family took a leap of faith, trained at the corporate office, and opened the Salem location in July 2020, during the height of the pandemic. Despite the challenges, Dawn, Jenna, and Courtney dove into the world of retail with determination and optimism.
Quality and Variety in Every Corner
Real Deals Salem has built a reputation for its thoughtfully curated selection of home decor and fashion. From seasonal items to timeless pieces, the store offers something for everyone. Dawn and her daughters travel to markets in Atlanta and Vegas, meticulously selecting items they believe will resonate with their customers.
For home decor enthusiasts, Real Deals is a treasure trove of unique finds. Whether you’re looking for holiday decorations, stylish furniture, or eye-catching wall art, the collection is designed to inspire. “We get new product every week to try to keep the store fresh and exciting,” Dawn said.
Fashion lovers will also find plenty to love. The store carries sizes ranging from small to 3X, ensuring inclusivity for all shoppers. Popular brands like Judy Blue jeans fly off the shelves, alongside jewelry, handbags, shoes, and seasonal items and clothing, like all their Christmas sweatshirts. “We have a ‘Mama’ sweatshirt, and then we have a little ‘Mini’ sweatshirt that matches for moms and their little ones. So cute!” Dawn shared with a smile.
A Store with Heart and Soul
What sets Real Deals Salem apart isn’t just the products—it’s the sense of community Dawn, Jenna and Courtney have cultivated. Many of their customers have become regulars, visiting the store weekly and forming meaningful connections with the family.
“We have some dynamite customers. Some of our customers have become like family to us,” Dawn said warmly. “It’s just a pleasure to see them, talk with them, and get to know them.”
The family remains focused on delivering a welcoming shopping experience for everyone both in-store and online through their Real Deals Salem website.
Facing Challenges Together
Operating a business isn’t without its hurdles, and Real Deals Salem has faced its share. From navigating the early days of the pandemic to overcoming the challenges of their previous location, Dawn, Jenna and Courtney have shown remarkable tenacity.
Their current space in South Salem offers a more central location and a growing customer base, but it comes with higher costs. “It’s expensive to operate out of this location,” Dawn admitted. “But we do it because of our passion for home decor and being together as a family.” Despite the financial pressures, the family remains optimistic, buoyed by the support of their loyal customers and their love for what they do. “It’s fun, and it’s literally been our retail therapy…so we’ll keep pursuing it,” Dawn said with a smile.
Your Local Destination for Gifts and Style
With the holidays around the corner, Real Deals Salem is the perfect destination for unique and thoughtful gifts. From trendy fashion pieces to charming home accents, the store is brimming with options for everyone on your list. Gift cards are also available, making it easy to give the gift of choice.
Whether you’re shopping for a wedding, birthday, or holiday, Real Deals Salem offers an inviting atmosphere and a wide array of “giftable” items. Dawn, Jenna and Courtney take pride in creating a space where customers can find something special while enjoying a personalized shopping experience.
Building a Legacy in Salem
For Dawn, running Real Deals Salem feels like coming home. Having lived in Salem 25 years ago, she finds comfort in the familiarity of the community. “It’s surreal for me,” she said. “Because this is where we first lived when we got married. I literally live less than a mile from our first house.”
As they look to the future, Dawn, Jenna, and Courtney are dedicated to growing their business while staying true to their values. Their story highlights the strength of family bonds and the power of community, and their store reflects those ideals.
If you’re looking for home decor and fashion with heart, stop by Real Deals Salem. Whether you’re browsing for yourself or picking out the perfect gift, you’re sure to leave inspired.
*Portrait Photos Credit: Madi Paislie Photo Co.
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