Valerie Erkman

Core iD is a modern lifestyle store with the singular purpose of making modern furniture, lighting, decor and gifts available locally. Little Rock is still very dedicated to traditional or transitional, but more and more people are realizing the value and livability that comes with contemporary living. I work with clients to help them integrate modern aesthetics into their homes and lives. We source from around the world and ensure we have lines that work with all styles and across all price points.

PRESSING QUESTIONS

Best career moment so far:

Core iD has only been open a year, but to have the overwhelmingly positive feedback from people I have admired for years, as well as the excitement of people who first come to the store, that’s been the best.

How did you know this is what you wanted to do?

I have always loved design and architecture. The first time I went to market in Europe and saw all that amazing talent, I was instantly hooked. I knew this is what I had to do. It fulfills me.

What is a typical workday like?

I work full-time as VP of marketing for Arkansas Federal Credit Union where I spend my time on marketing and branding. Evenings and weekends are spent working with clients and searching for products that define my store.

Best advice you’ve ever received:

My husband has owned businesses and has been successful by “doing the right thing, the right way, every time.” It’s common sense to put the customer first, but I truly believe this motto will make us successful.

What advice would you give your 18-year-old self?

Don’t get the degree for the job you think will make you most employable. Instead, study what you love and then figure out how to make a living.

Favorite part of living in Little Rock?

Little Rock is an easy place to live. Its livability and the friendly nature of its people, combined with great restaurants and fun events year round, make Little Rock an ideal place to call home.

I wish I knew how to__________.

Sew. My mother was a great seamstress and tried to teach me, but of course I wasn’t interested at the time. There have been so many times when I could have used sewing to help me process my creativity.

Most rewarding part of your job:

Often clients find it difficult to express what the want and want to be shown. Being able to listen to clients and help them achieve their dream setting is what I love about my job.

IT'S ALL IN THE DETAILS

PRESSING QUESTIONS

Best career moment so far:

How did you know this is what you wanted to do?

What is a typical workday like?

Best advice you’ve ever received:

What advice would you give your 18-year-old self?

Favorite part of living in Little Rock?

I wish I knew how to__________.

Most rewarding part of your job:

IT'S ALL IN THE DETAILS

Neighborhood you live in

Downtown

Hometown

Jefferson

Last good read

“The Sympathizer” by Viet Thanh Nguyen

Favorite Food

Cheese

Favorite Lunch Spot

Canon Grill or Pizza Cafe. Loca Luna is my go-to for dinner.

First thing you do at the office each morning

Check email

Last splurge

A Valentino Rockstud Clutch

Hobbies

I travel as much as possible with my husband and son.

Dream Vacation

Santorini

Favorite Song

I never get tired of anything by Miles Davis.

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