Comfort and style is what everybody wants in their own home. The problem is that while comfort is somewhat objective, style is highly subjective. West Elm knows that, or at least their furniture selection is broad enough to suggest that they understand the idea. Considering they also sell local, handmade products, and provide the option for custom design, the evidence is strong that personal style is their thing. Also the fact that their business statement is to provide customers with their own personal style is a good clue that maybe they understand. Comfort and personal style -- that's the West Elm way.