Posted on

Sharing Her Story by Burt Bollinger for NWFA Magazine

SHARING HER STORY BY BURT BOLLINGER

Published February 3, 2020 NWFA Magazine
Emily Morrow Home

Emily Morrow Finkell is providing her customers with American-made hardwood flooring with a very personal touch. With the launch of Emily Morrow Home, she has infused her life-long love of interior design into a series of made-to-order flooring collections that both tell stories and bring her unique life experiences into customers’ homes. This life experience includes more than three decades as an interior designer and flooring expert, including serving as Shaw Industries’ Director of Color, Style, and Design. “I’ve worked with a lot of wonderful people who taught me so much. Beyond interior design, I’ve learned so much about curating products into a collection as well as creating and launching a brand. I’ve learned the importance of knowing how to tell a story and how to make it easy to understand,” explains Morrow. Morrow’s first step to build her story outline was in-depth research. To do this, Morrow traveled the country, visiting with friends and flooring experts to seek out their input on what they wanted to see. She came away from those conversations knowing that they wanted something unique…something that could not be found at big box locations. “Those I reached out to wanted a brand that spoke to quality. However, they also wanted something they did not have to inventory, but rather work with sources that know the art of working with the design trade,” says Morrow. In addition to a brand that met these criteria, Morrow says she knew she wanted to speak to the idea of social responsibility and giving back. It’s a story that she has been able to tell through Emily Morrow Home’s manufacturer, American OEM’s unique set up, where the hardwood flooring is made-to-order in a plant located inside of a medium-security prison in Tennessee.

“Working with American OEM not only helps these men become reformed citizens, but they also become trained skilled craftsmen,” says Morrow. “By the time they are released, not only have they been paid, but they are frequently able to get jobs with us after they are released. It’s a program my husband, Don Finkell, developed in eight plants during his career in manufacturing hardwood flooring.” From a practical perspective, Morrow also believes this unique manufacturing process leads to stunning visuals. “It gives us so much design flexibility, and when so many dedicated hands can come together on a product, it allows us to do amazing things with wood. For example, some of our designs feature heavy scrapes, with black rubbed into the scrape. That said, for customers who have refined tastes, we also provide more traditional looks,” says Morrow. The unique manufacturing approach provides her collection to designers in a somewhat non-traditional way. “Rather than having to inventory all of this in their warehouses, because the team can turn orders quickly, buyers don’t have to commit a lot of capital for truckloads or freighters,” explains Morrow. As another way to make her brand unique and stand apart from others on the market, Morrow says it was vital that she told personal stories with color, style, and design.“It’s important that every style has a personal story behind it,” says Morrow. As one example, she was even able to gain color inspiration from her family trip to Kenya. “We were enjoying being unplugged, in the middle of the Serengeti plain, and while there I was completely filled with inspiration by the great migration of wildebeests. From the two weeks on safari came our EMH Color of theYear for 2019, Tusker Taupe, as well as our other newest colors, Great Migration, Moon River, and Serengeti Spirit.”

SPREADING THE WORD

Following Emily on Instagram yet? If not perhaps you are on Facebook? How about Twitter?  For Morrow, the final piece of her brand’s puzzle would be how she communicates her brand’s story to the world. In addition to creativity and finding inspiration from life experiences, Emily Morrow stresses the importance of digital marketing as a way to share her brand’s unique story. “Social media is essential, and everyone should be engaging with consumers through it. My advice with digital marketing is that we should make it personal if at all possible,” explains Morrow. “Today, there are so many ways to reach out to not just retailers and designers, but end-users to create demand and brand recognition. Ultimately, everyone has to do it their way and do what makes the most sense for their customer base, but everyone should try to find a way to tell their brand’s own unique story in as personal a way as possible.”

Posted on

Domotex USA 2020 | Emily Morrow Home hosting Design Personified Lunch & Learn for Designers & Retailers

Don’t miss this special ticketed event

Design Personified | Turning Trends into Reality

Feb. 6, 2020 11:30 AM – 1:00 PM 


Emily Morrow Home is hosting the 3rd annual EMH Design Panel and  the 2nd annual Designer event at Domotex USA, February 6th, 2020.

Having an understanding of today’s trends is extremely important when helping customers with their décor choices. However, many of these “trends” can seem unrealistic to a consumer who is living in a dated home. They want to incorporate the latest looks into their décor but feel it is impossible without undergoing a major renovation.

By attending the Designer Personified panel discussion, you will learn how to tackle this challenge and more. Attendees will hear from leading designers as they share the latest design trends, discuss the difference between “trends” and “trendy,” and teach valuable “tricks of the trade,” you can use to help customers realistically incorporate fresh, lasting looks they love.

Pricing

  • $55 through Dec. 17
  • $65 Dec. 18 Feb. 4
  • $75 onsite

Space is limited.

REGISTER

View profile

Emily Morrow Finkell 

CEO and Founder of Emily Morrow Home

View profile

Jane Dagmi

Designers Today
View profile

Michel Smith Boyd

Michel Smith Boyd Interiors
View profile

Pacita Wilson

Pineapple Park
View profile

Jenny Wagner

J. Thomas Designs
View profile

Mark Woodman

Mark Woodman Design + Color, LLC
Posted on

Domotex USA 2020 | Emily Morrow Home to host Design Personified: Behind-the-Scenes Mill Tour

DOMOTEX USA Header

Posted on

Saturday, October 5th, 2019 Fox & Friends interview Emily Morrow Home at the Made in America Expo where company was named the “Made In America Manufacturing Community Award” 2019 winner 

On Saturday October 5th, 2019 Fox & Friends Carley Shimkus interviewed Emily Morrow Home at the Made in America Expo in Indianapolis where the Emily Morrow Home Hardwood Company was named the “Made In America Manufacturing Community Award” winner.

The “Made In America Living Room”, designed by Emily Morrow Home, featured sliding chevron barn doors *made of sliced white oak from the same hardwood as the flooring in Montezuma, Indian, which coordinated with the warm gray white oak floors “Paddock”, a modified version of mid-century modern sofa made in Lenoir, North Carolina by Aria Designs, hand-woven rug and pillows made by Patricia Lukas’ Loominaries of Candler, North Carolina. The color palette of the Living Room was inspired by the American Flag which was featured among the made in America accessories.

The Made In America Emily Morrow Home Team: Spike Tilden, Don Finkell, Emily Morrow Finkell, Don Blair, and Joe Miller.

 

 

 

 

 

 

 

 

 

The Made in America Community award was a nod to the “community” aspect of the prison industries enterprise which is at the heart of the Emily Morrow Home design aesthetic, artisanal visuals for hardwood flooring.Emily Morrow Finkell accepts the award as a way of showing her admiration for her husband Don Finkell’s lifetime of work with the prisoners within his program.

trim_884E8097-C84E-4980-8E9A-D7D46FB9A83D

If you would like to locate the nearest retailer(s) who carry the Emily Morrow Home Hardwood or the Louis A. Dabbieri Exclusively by Emily Morrow Home, feel free to contact us at info@emilymorrowhome.com, call 1-866-775-3877 or click here to locate your nearest retailer,

keeping in mind that our presence across the USA is growing weekly and it might not reflect the complete list of floor covering retailers.

 

 

Posted on

What does “MADE IN AMERICA” mean today?

Are you buying American?

 

Have you seen the news about an upcoming Made in America Exposition in Indianapolis, Indiana October 3rd through the 6th? Check it out! I think you might get as excited as I did when you see all the people and energy behind it. It might make your brain spin wondering “who” really is an All-American manufacturer. Proudly I’m exhibiting as the “Made in America Living Room” by Emily Morrow Home and showing the “Emily Morrow Home Hardwood Flooring” that is made in Tennessee by my husband’s company American OEM. Beyond the hardwood flooring we will be showing Aria Designs Upholstery that’s made in Lenoir, North Carolina, and hand-loomed rugs and pillows by artisan Patricia Lukas, owner of Loominaries of Candler, North Carolina. Just this afternoon, I had a call with another co-exhibitor at this MIA event who’s recently been stressing about the same challenges that I had: “Where do you find light bulbs or lamps that you can be certain are made in the USA? How pure can we actually remain with the various accessories that we place in our rooms at the expo? In regards to pillows, perhaps the fabric is made in the USA but the filler might be from overseas origins…where does the MIA intention begin and end? My intention is to stay within the practical realm when at all possible. The goal is to showcase all American-made products and to do our due diligence to make sure the hidden contents of the products are American as well.

 

Seeing through the fog

How hard is it to see through the fog of misleading messaging which products are and are not actually American-made? As an interior designer, a product designer, lifestyle brand and marketer, I have been tuned-in to this for many years. As an “insider” to the industry, you’d think it would be easier for me but it is very hard to know whose products are and whose are not American made. I can assure you that my hardwood flooring products are 100% American-made. Even our trees are responsibly grown and harvested from the eastern side of the USA and much of it comes from the great states of Indiana and Tennessee. It’s been said that “Southern Indiana grows the finest textured white oak timber in the world”. I don’t doubt that as our hardwood flooring is as beautiful as it is American.

Legal Logging

“French oak” or “Stolen Forests”

In the hardwood flooring category, there are hundreds of products that are veiled as “European” or “American” with luxuriously European or patriotic sounding names, with American flags on the graphics, playing on the “assumption” that this or that longstanding American brand / company/manufacturer’s products are made in the United States when in fact they’re not. Although I don’t have to like this, I do have to compete in this…and this world is not only highly competitive, it’s hard. The Decorative Hardwoods Association is a great resource if you’d like to read more about the subject of timber, legal and illegal.

You don’t have to compromise

We’ll be sharing more details about the design aesthetics of our Made In America EMILY MORROW HOME LIVING ROOM over the coming weeks. Meanwhile, I hope you’ll either plan to attend or follow the event, and more importantly won’t you consider doing business with American-made companies like my own Emily Morrow Home, or my amazing MIA friends: Holder Mattress Company, Wellborn Cabinets  and Loominaries ? You won’t have to compromise on style, quality or price and you might find that it will last longer, look better longer and one final thing is that you’ll have the sense of pride in the “American-made story” at the heart of your decisions. You can find our Emily Morrow Home Hardwood all across the USA as well as the Louis A. Dabbieri Hardwood Exclusively by Emily Morrow Home. Click this link to find our retailers near you and if you don’t find one, give me a call at 1-866-775-3877 and I’ll personally help you.

Check out our video library below featuring the design inspiration of our exquisite products, our OMG Proof Protection, Donatella the Truffle Dog and much more!

 

Enjoy your weekend!

Emily

 

 

 

 

 

 

 

Posted on

Unplugged: Powering Off Digital Allows Creative Inspiration to Flourish

Unplugged: Powering Off Digital Allows Creative Inspiration to Flourish

What Inspires You?

Inspiration. It’s at the heartbeat of the flooring industry and what keeps us all in the cycle of evolution. What inspires you? How are you inspired? When are you inspired?

Being a “creative” today is both a blessing and a curse. The blessing is that we are all constantly infiltrated with new perspectives, fresh ideas, more accessible travel, and, well, ideas. Within an instant, my newsfeed is taking me to an emerging high-rise project in Dubai; I’m in a train buzzing through wine country during harvest in an Instagram story; I’m watching a blogger’s design journey as she renovates a midcentury bungalow in San Francisco – while I am on Wi-Fi and in the air from LaGuardia to Paris. Information – too much information – is at my fingertips at breakneck speed.

Market Watch recently revealed that the average American adult spends 11 hours per day consuming digital media, which is up from 9 hours and 32 minutes only four years ago. But I did not need a study to tell me this news. My newest iPhone XS Max reveals my screen time usage, and the daily notification is staggering, to say the least. It leaves us all wondering, “Did I really look at my phone that much today?”

Do I Need Digital Detox?

While we’re consuming all of this media, how is our brain processing it? Studies show that the overconsumption of digital makes us feel differently, react differently, think differently, and sleep differently. According to a Mashable article from just a few years ago, some cognitive experts have found benefit in digital exposure and its effects on the human brain, whereas others worry that too many distractions have left our brains uncreative and impatient.

Digital has its place in the creative process; let’s be honest. After all, it’s 2019. Sites like Pinterest, Houzz, and the world of influencer marketing have made interior design and the floor shopping process engaging and attainable, and for that, the industry is grateful. But as “creative” professionals who are focused on pushing the design envelope ever forward on behalf of both the industry and our brands, how do we cut through the noise?

Slide to power off.

True creativity is not happening behind the screen. While the screen may reaffirm our ideas and give us a sense of belonging, the creative process does not begin or end on the screen. At the risk of sounding unapologetically cliché, the creative process is all around us in the most present and current sense. The creative process is sitting on the ground surrounded in paint swatches, white oak slices, frayed pieces of fabric, and a team of experienced professionals with sawdust in their eyes. It comes from digging deep in the parts of our minds, our hearts, and our souls, which technology cannot power up or power on.

Creativity is connectivity – with the human spirit, not a cable.

My most recent and prevalent example of unplugging for authentic creativity to prevail was during an African safari this past summer with my family. A once-in-a-lifetime experience, the journey allowed us to soak in the majesty of nature in all its raw splendor. From the journey, one of my newest collections was born.

Unplugging has become key to my creative process. And my wish is that it becomes key to yours as well. Keep that pen and notebook in your bag. Pull it out when an idea or inspiration strikes. Start up a conversation with the person in the plane seat next to you. Sit in a local coffee shop and people watch. Walk through a museum and read every exhibit marker. Laugh out loud with your chin up. It’s within all of this living and all of this connecting and the moments unplugged that creativity – true creativity – will flourish.

Whether or not we unplug from digital, the world isn’t going to stop. But as the future of the flooring industry and as “creatives,” it’s up to us to quiet the noise – so that we can create and continue to propel the industry forward. So, when you see me in the airport chatting up a stranger, sketching in my journal, or soaking in a beautiful moment, you’ll know it’s intentional.

Let us power off and create.

Where do you go from here? How do you power off more often? Here are some simple tips from Digital Detox to help you unplug:

  • Start your day right: Get up, relax, and eat a healthy breakfast instead of reaching for the phone.
  • Go old school: Get an old-fashioned flip phone instead of a smartphone.
  • Do more: Pack your day full of person-to-person meetings where you commit to not reaching for the phone.
  • Bring a book: Pick up a good read.
  • Download an app: Get some tech help in monitoring the time you spend on the phone.
  • Go on a digital diet: Reduce your time online by 10 percent.
  • Take a mini break: Leave your phone at home for a day.
  • Streamline your work: Ask that people connect with you only through one medium.
  • Get active: Jog or bike to work, phone free.
  • Leave your work behind: Consider a work phone and personal phone and utilize out of office.
  • Involve your friends: Invite your friends to keep you accountable.
  • Lock up: Ask a friend or partner to take your phone for a bit.
  • Set a strict technology bedtime: Your technology needs a bedtime, too.
  • Schedule some free time: Schedule tech time and then turn it off.
  • Be more in the moment: Go for a walk and soak in your surroundings.
  • Just switch it off: Enough said.

Emily Morrow Finkell is an interior designer and CEO of Emily Morrow Home Hardwood,  a div. of EF Floors & Design LLC in Dalton, Georgia, a provider of hardwood floors and home furnishings, and an NWFA design contributor. She can be reached at emily@emilymorrowhome.com.

Posted on

Top Trends You’re Going to See Everywhere

Top Color Trends You’re Going to See Everywhere

By, EMILY MORROW FINKELL, Published by Hardwood Floors NWFA Magazine April 2, 2019

To borrow a fast food phrase, this season you can really “have it your way.” Do you want to use deeper, darker hues, or enjoy the ethereal effects of a layered off-white interior? Both are possible if you can’t decide.

Let’s say you’ve been eye-balling everything that pops up on social media feeds featuring navy blue or charcoal grey, but are afraid of being tied to that depth of hue. Do you think you might not want to live in so much darkness? Perhaps you’re imagining yourself coming into your home with the dreamy, creamy coolness and luxurious layers of off-whites and soft tans? That too is possible. In fact, you can do it all; it’s just a matter of balance – balance and a little smart strategy. The market certainly is offering endless options to consumers and providing tools making it easier to imagine via Pinterest, Instagram, and Twitter.

Just yesterday, I opened my Instagram feed to see several posts from paint companies, design firms, and furniture companies featuring headlines like “dark walls are amazing, especially when paired with a pop of brushed gold and a lot of natural light.” Usually, when anything is trending upward, people can get stuck in a wait-and-see mode until they start to see the various ways it can be done and they find one that seems familiar and doable for their own home.

Don’t Be Afraid of the DARK

When designing any category of flooring for upcoming trends, it goes without saying that we know quite well what colors homeowners are going to be drawn to and what they’ll be choosing for the new colors as they plan their updates. For me, it’s always fun to find a few surprises, and believe me, there are quite a few right now. One of the biggest surprises is that grey is still right in the mix. Seriously, since 2007 I’ve been pontificating about grey and eventually dealers started seeing the “value” of the color (if you’ll pardon the pun)…consumers were asking for it, and the dealers responded by buying pallets and rolls of grey flooring to fill consumers’ demand for something new, grey.

Whether it’s the Color Marketing Group (CMG), Pantone, Elle Décor, or House Beautiful, fashion and interior designers, design editors, and homeowners are still loving grey. It is making gradual changes and is finding new ways of entering spaces, either by undertones of other colors or by partnering with vibrant hues or extremely light neutrals. But no doubt about it, grey is still strong. Personal expression is going to be driving the trends – while they seem to be going in every different direction, the personalized element is the common thread.

My home is a petri dish

My own home has always been the best petri dish for anything going on in design, and I’ll admit that my paint colors have been grey since 2006 or 2007, starting with my Revere Pewter at both my former and my current homes. From our current home’s front door, which is “Bear Creek”, to our living room and keeping room, which are “Wrought Iron” and “Chelsea Grey”. What I love about grey is what the rest of the world loves about grey: it is so easy and looks smart. Whether your metallic finishes are oil-rubbed bronze, nickel, or the newest brushed gold, grey simply works. I know we will reach a day when we are ready to pitch it all out for something that is inconceivable today. I do remember when grey felt old and tired and we were drawn to warm colors like Hepplewhite Ivory and Adams Gold, circa the 1990s.

Emily Morrow Home Hardwood style “REFINED SIDE” contrasts nicely with the crisp white cabinets and walls.

Inhale and Release
I think the best way to encapsulate our new color trends discussion is to start at the end of 2018, where we began to see and feel “Inhale” and “Release” from CMG, a creamy white associated with deep meditative cleansing breaths to minimize stress as well as open up smaller spaces, visually expanding them. Who wouldn’t love that? White isn’t the only option for a small space.

 

 

 

 

 

 

 

Blurred Lines

City Grey
Then we turned the calendar page and leapt right into 2019 and discovered a new grey, City Grey, an internationally acclaimed dark neutral that is very dark, 70 percent black. Darker shades can play up the size and make it feel cozier. Dark colors blend and blur lines and corners much the same way they do in fashion and flatter practically everything that surrounds it. While we may have felt the “ahhhh” of the “Inhale and Release” in December, that was just to get us through the end of the year and ease us into the urban vibe and faster pace of 2019 with City Grey.

What’s new about this grey, you may ask? This has a little sheen to its finish, unlike the matte and muted greys. We are finding these greys influencing our other colors in the trends list. For example, our deep green certainly is deepened by black, and greyed pastels are tinted by lightening it with the addition of white.

According to CMG Contributors Judith van Vliet, Sandy Sampson, Mark Woodman, and Maryanne Cole, “Urban and urbane, City Grey is the look of color modernity. Originally emanating from CMG’s Asia Pacific 2017 color forecasts for 2019, its appeal is international, and its applications seemingly endless.

“Strong, decisive, and influential, City Grey is appealing as a neutral color that is anything but neutral. Its depth defines its bold stance, its contemporary attitude, and its decisive industrial edge. It connotes the foundation of the urban landscape, the hushed night as it falls over a city, and the fortitude of a cityscape.

“For interior, it casts a like attitude. Simple enough to coordinate with other aesthetics, City Grey is capable of standing on its own. As an accessory piece it takes on new substance; as a background, it demands to be seen; and in furnishings, flooring, textiles, and more, it creates an interior environment that comforts with its depth.”

The Dark Side

 

Overall, when you turn the pages of shelter magazines in the coming months, you’ll see deep, dark, not gloomy, but certainly dramatically dark receding walls, and mid-value darkish flooring accented with large-scale patterns in various pops of color in accessories. The deep greens we are seeing are akin to the hunter and pine greens of the late 1980s, as are the inky navy blues. The combination of the navy blue, hunter green, and a swath of black make Black Watch Plaid, which has made its presence known across various categories from runway fashion to interiors. Ralph Lauren elevates this trend well with the Black Watch Plaids from RL Home and RL Mens and Womenswear, as does Barbour for men, women, the home, and pets.

What does our industry do with this type of information? For starters, this information is applicable to your graphics, your logo, your brand imaging, and even your room scenes. And don’t forget that your retail and digital presence should reflect that you not only know the design trends but also know how to pair them with flooring. Your team should also be well-versed in the design and color trends so that they too can reflect your company well.

Great Migration Herringbone by Emily Morrow Home

Emily Morrow Finkell is an interior designer and CEO of EF Floors & Design LLC in Dalton, Georgia, a provider of hardwood floors and home furnishings, and NWFA design contributor. She can be reached at info@emilymorrowhome.com.