I live in the mountains, so I don’t have any experience buying furniture in the area you’re talking about. I do know though that most stores will bargain, so you might be able to talk them down in price. If you’re very particular about what you want then go ahead and have the furniture made.
We had almost everything in our condo made from scratch –except for a foldout couch we bought in Quito. We got exactly what we wanted and at very fair prices. We live in Cotacachi but I’m sure you’ll find good furniture makers in Cuenca.