COEUR d'ALENE - After years of experience wholesaling jewelry, a Hayden couple has decided to move into the retail sector. David and Darlene Tonning, who do business as Cedar Ridge, a distribution company, opened Tara B's Fashion Jewelry & Accessories and The Salon at Tara B's in the former Crosby's Floral space in Ironwood Square.

"We have fashion jewelry at discount prices," said Kayla Franks, who works for the Tonnings in the distribution business and is now managing the new store.

Her mother, Barbara Roos, runs the beauty salon in the back room of the remodeled space, along with two other stylists.

"It is kind of like a factory outlet, with discounts of 30 percent to 50 percent," Franks said.

Body jewelry, watches, a large selection of clip earrings and other items fill the store that now is freshly painted in Tuscan shades and has a new wood floor.

The name comes from the Tonnings' niece, Tara Bonnie, who has Down syndrome. It was chosen from memories of her childhood when she insisted on mispronouncing the name of a relative as Addy, though it was Abby. Only after the death of her father that it was discovered in going through paperwork the child was correct, and the name had been misspelled by the hospital on the birth certificate.

"It is just a good family fit," David said.

Tonning was in retail and marketing at Kmart in the 1970s, then left to become a wholesale representative. Then one day a conference call came.

"After the first sentence, all 50 of us no longer had jobs," he said.

He pulled the funds from his retirement account to capitalize his new venture in 2002, and hired a well-known salesman to help him out.

Now Cedar Ridge distributes products to a 10-state area.

Tara B's also has accessories including scarves, and shawls. Hats, purses and clutches will soon be added to the inventory in the 1,200-square-foot store. It is a complementary arrangement having the retail store and the salon, David said.

"When putting together the concept (Roos) said put a beauty shop back there," he said. "We have the same customers."

Store hours are 10 a.m. to 6 p.m. weekdays and 10 a.m. to 5 p.m. Saturday.

Information: 762-5910