When Tracy Alexander moved to Northwest Arkansas in 2008, she was eager to put down roots and create a sense of home for her family.
A Texas native who studied English literature at the University of Texas, Tracy had always been drawn to interiors and thoughtful design. Over time, she began to notice a gap in the local shopping scene. There simply were not many places to find the kind of unique, personal pieces she loved. What started as a simple desire to share that passion slowly grew into Avenue Design Co., which Tracy opened in Downtown Rogers in 2014.
Since then, the shop has weathered challenges, including a tornado that forced relocation, and today flourishes in its new Village Parkway location with the same creativity and heart that inspired it from the start.
Walking into Avenue Design Co. feels a little like stepping into Tracy’s imagination. The shop is brimming with unique home accessories, chic gifts, and handpicked treasures that reflect her tagline: “Unique items hand-selected.” Tracy is the buyer and delights in sourcing unexpected finds, from one-of-a-kind containers for floral arrangements to statement pieces that make a home feel instantly more welcoming.
Interior design services are another cornerstone of the business, with Tracy leading a team of designers who help clients bring personality into their spaces. A standout offering is the custom floral design studio, where clients can bring their own container or pick one from the shop and transform it with arrangements that shift with the seasons. This year, Tracy is even traveling through France, Spain, and Italy to hunt for new inspirations to bring back to Rogers.
Tracy describes her design style in three words: curated, transitional, and homey. She does not believe in overhauling a space just for the sake of change. Instead, her goal is to make a client’s home the best version of itself. “I do not have to love it,” she says with a laugh. “The client does.”
Her approach is about balance: warm but not fussy, modern but not sterile. She encourages small, thoughtful updates that make a big impact. For fall, that could mean slipping a pumpkin into a floral arrangement, tying a rich autumn bow on the front door wreath, or swapping light summer pillows for cozy textured ones. These subtle changes invite the season in without overwhelming a space.
Her design philosophy also reflects where trends are headed. After years of cool gray and white minimalism, Tracy is excited to see homes embracing warmth, color, and texture again. She loves the nod back to traditional design elements, though always with a playful, modern touch that avoids feeling too formal. For her, design is about creating rooms that feel lived in, loved, and personal, never like a sterile showroom. It is this blend of style and livability that keeps Avenue Design Co. fresh and distinct in the ever-evolving world of interiors.
Yet what makes Avenue Design Co. truly special is its heart for Rogers. Tracy and her all-local team are deeply rooted in the community, supporting local causes and staying involved beyond the store’s walls. Her employees, some of whom have been with her for more than seven years, are proof of the loyalty and care that define the business. Even in the aftermath of tornado recovery, the Avenue team has remained steady, bringing beauty and creativity back to everyday life.
In many ways, Avenue Design Co. is more than a store. It is a reflection of Rogers itself: resilient, welcoming, and always evolving, one handpicked detail at a time.