The Tender Heart Treasures catalogue features a wide variety of country home decor for the shabby-chic or cottage-style home, such as holiday decorations, framed art, tea sets and baskets. Shoppers also find antique reproductions, luminaries and other products that follow the changing trends in country decor in each catalogue.
Decoration styles featured in the Tender Heart Treasures catalogue include Victorian, French, English, cottage, coastal, transitional, folk and shaker. Others include colonial, primitive and craft. The company designs around 600 new products each year with themed items to fit each season, and more than 90 percent of the home decor featured in each catalogue is made and designed on site, so shoppers cannot find them anywhere else. The in-house designers gain inspiration from home trade and design shows, and they keep an eye on the season's hottest colors, textures and trends to create relevant decor that is especially geared toward young mothers and older homeowners.
In addition to the country gifts and decor found in Tender Heart Treasures, the company also produces a second catalogue, A Special Place, which places a heavier emphasis on European design and romantic decor. Pamela Watanabe-Gerdes founded Tender Heart Treasures in 1987 alongside 13 employees, and it soon grew into a multi-million dollar company with a significant portion of its revenue coming from its popular catalogues.