A who's who of business owners and interior designers are all present, and as a rule, the public is not—despite the fact that they would love nothing more. Included in the mix are Cherie Rose of Los Gatos' Rose Collection and one of her interior designers, Kate Melia.

Fresh for a weekend of some serious scoping out and shopping, Rose arrives relatively early at 9:30 a.m., a half-hour after the event has opened.

Started in 1915, the Mart has always been for professionals only. Twice a year, in January and July, the Mart invites retailers to peruse fully stocked showrooms. Buyers from nearly 20 countries and 47 states travel to the Mart to preorder for winter and look for surprise pieces to add to their prepared fall collection.

"We try to develop a diversity in style and price points to fit the desires of our buyers," says Mart President Michael C. Gennet. "We look for major brands within the context of a style that fits a niche."

In addition to the permanent designers housed in the Mart, the bottom floor has a special area for temporary designers. "Some are different, and some offer tried-and-true styles," Gennet says. "But everything comes around. What's old is new. It's a fashion business."

Taking stock of her daily schedule, Rose heads to Stein World, where she has an appointment with Kelly, a cheery but down-to-business sales representative. The orders go quickly—several dressers, a game table (ultra hot for the upcoming fall season), decorative pieces and a wine rack (also very popular). Several items are selected for specific clients; others are pieces for general sale.

"When I go to market, I'm always thinking of the clients—their likes and dislikes—and what's new. I'm there to make sure we find the perfect piece for them."

Rose describes Los Gatos taste as somewhat rustic, with casual, antiqued designs that contrast Saratoga style, where residents generally prefer streamlined classic styling.

"They want something that maintains its integrity while the kids grow up," she says. "They don't want to worry about whether they put a coaster on the table. They want to use the whole house, and the aged look is the only way to do that. It's a mix of formal and casual."

Melia, who has been working for Rose off and on for three years, believes the latest furniture trends "are more in how it's done, not what it is," she says. "A lot of clients also want to create the Cherie look. They are all very competitive and don't want what someone else has. They want the same feel, just not cookie cutter."

Winding through the aisles inside and outside of stores, Rose recognizes many faces in the crowd. She has been in the furnishing business since 1991 and has been coming to the Mart ever since. People are happy to see her, and she returns the enthusiasm with a graceful handshake and a big smile. The only time her smile fades is during business transactions, when her brow furrows and she assuredly fires off questions related to the product's materials, shipping delivery and cost.

After finding several fantastic wall tapestries, it's off to the Concourse, where small and up-and-coming designers sell their wares. Also limited to design professionals only, it's a tidy warehouse of sorts, with large windows and designers lined up after one another.

The Concourse is where Rose finds what she calls two "jewels." This is the reason she visits the Concourse—one never knows what will be there or what new styles will be on view.

Rose is overjoyed when she discovers a family-run Brazilian manufacturer that harvests old wood from farmhouses. The pieces have a French country influence, made to look worn with evenly spaced chips and abrasions and topped with soft renditions of birds and foliage. "Los Gatos will love this," Rose thinks aloud. She picks up several pieces, including a huge, pale yellow piece that will fit well as an island in an airy kitchen. "I love pieces that have a story," she says.

The next score is a solid, dark-colored wood bed that is more modern in style than what Rose usually buys. She takes it with an assurance from Melia, who swears her customers are craving something sleek with a tinge of the masculine. The pair decides to take the matching bedstand as well.

Deciding what to carry is part of "constant assessment," Rose says. "I am always working. We get orders week by week and try to maintain a steady flow. We monitor our sales every day." This way Rose picks up on what is selling and what needs more attention, rearranging her store display accordingly. "You have got to keep changing and evolving," she says.

Some of this awareness is pure business savvy, while having the eye for potential purchases is another matter entirely. "As with anything in the arts, I think you are born with a talent," Rose says. "You can go to school to enhance it, but you either have it or you don't. You have to know how to put a look together, and you also need to know how to sell."

Next, Rose and Melia excitedly head over to the San Francisco Design Center for an appointment with Tom at Guy Chaddock. The high-end line used to be exclusively carried by Los Gatos Porch but became available earlier this month when the Porch closed down.

To open the account, quite a large purchase order must be confirmed. With the help of Tom, who is refreshingly easygoing, Rose decides to spread the goods throughout the year, as she did at Stein World due to the size of her store versus the volume of products she is ordering.

After nearly two contented hours at Chaddock, the day winds down and night begins to the beat of an unexpected fashion show held at the center to benefit breast cancer research. Outfits are fashioned out of textiles, cleverly wrapped and cinched to create alluring figures that are nearly as delectable as the cosmopolitans served at the host bar.

Nearly 10 hours after beginning her trek into the seas of designer silk and seat cushions, the shopping is over. Rose did not visit her typical number of stores for the opening day but made up for it with her order at Guy Chaddock, which she is beaming about.

Staying overnight in the city, she takes a breather with Melia at the hotel bar before heading out for a late dinner.

Later she will check her messages again—she regularly fields up to 40 calls a day—and get ready for tomorrow's all-day excursion, which she happily promises will be twice as busy.