Hey! TL;DR at the bottom.
One of the most frustrating experiences about the crown store is that if you're looking for one or two specific items, it can take really long time for them to come up for sale. At least, this is based on my own experience checking crown store every few days hoping for few items to show up. After months and months of waiting it can become, dramatically speaking, depressing. I'd have one possible solution for this that wouldn't render featured tab useless.
I'd introduce a new tab called "Custom orders", where are listed every single crown store item excluding houses and crates specifics like mounts/theme items. It would list all items, example currently available (4th of June) Narboth. Catch on the custom orders is that everything in there is more expensive; maybe even up to three times, so that you would be willing to wait for items to be featured if you wanted a bunch of them. Custom orders would alleviate the annoyance caused by mindless waiting, but wouldn't be your first option for every single time due to the increased cost.
Yay or Nay?
TL;DR: New tab "Custom orders", lists all* crown store items with increased price up to three times. A way of obtaining specific items without waiting for months for them to show up, but wouldn't render "Featured" tab useless due to the cost.