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LIVING BETTER THROUGH HEALTHY DESIGN

 

HANDMADE HARVEST BY EMILY MORROW HOME LUXURY HARDWOOD

LIVING BETTER THROUGH HEALTHY DESIGN

Do you find yourself drawn to natural materials because of their beauty? Have you ever considered that it’s your most basic of instincts guiding you to choose something that is better for you. We spend a good portion of our lives in our homes, even more if you’re working from home, and can either choose to have healthy natural materials that make us feel good and look beautiful, or the alternative option of high VOCs, products laden with chemicals the likes of which we are only beginning to discover. As a survivor of breast cancer and an interior designer I’d like to help you see the many ways you can attain a healthy home for you and your loved ones.

 

Click to view Emily Morrow Home’s Holistic Living Video

 

CAN YOUR DECISIONS HELP YOU STAY HEALTHY?

Decorators and designers are experts at choosing what’s going to work best for their clients. We do continual research into what’s new, what’s going on in the materials world, whether something is going to last and look beautiful for a long time or wear out quickly. Designers want your decisions to be “investments” making your homes become more valuable, not necessarily so you can sell it for more money than you have in it, but so you can enjoy the value of it while you are living there. If you’ve ever prepared a home to sell by repainting the walls, installing new carpet or hardwood floors only to find yourself loving the transformation and wondering “Why didn’t I do this years ago?”.

WHY DIDN’T I DO THIS SOONER?

We are now looking ahead into what is even more important than aesthetics, health and wellness. If something is beautiful but makes you feel sick, can you really enjoy it? Oftentimes it takes time to discover the hidden costs of certain decisions and we find ourselves at a crossroads, between “cheaper” flooring, furniture and other products that are made with elevated levels of chemicals that have compromised the health of our homes and offices. If you’re not in the space for long periods of time, no big worry; however if you are quarantined at home and working from home, then you’re finding that the materials you want around you are made of the most simple ingredients. Natural hardwood is one of my areas of expertise and I have learned and seen the best and the worst in this specific industry over the past 30 years. What I hope to do is help you with finding not only beautiful hardwood flooring, but also flooring that is made in the United States, of the most natural of ingredients, that will last a lifetime if treated with a little love.

 

INCREASED SCRUTINY OVER INDOOR AIR QUALITY

Not to be too much of an infomercial, but it’s important to start by stating that all Emily Morrow Home hardwood flooring exceeds (and in some certifications are exempt) all the indoor air certifications because we do not add any formaldehyde, our manufacturing process is incredibly simple, using UV lights on our finish line, essentially “baking” in the stains and protection of aluminum oxide that in the end make it possible for the end users to install the flooring products and walk on them the same day. There is no need to allow them to cure, or sit for days and ours have zero VOCs or indoor air allergens to be concerned with. I think it’s important to design a space that, yes is beautiful, and even more importantly to be a space that everyone can relax and enjoy without worry or fear that it’s easily damaged or even worse, bad for our health.

Think about it~ Let me know what YOU are doing to stay healthy!

 

 

 

 

 

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COVID-19 and the Future of Interior Design

COVID-19 and the Future of Interior Design

The design business relies heavily on interpersonal connections between clients and designers. Throughout the COVID-19 pandemic, I’ve been keeping my finger on the pulse with peers via Zoom and teleconference.
Just as creative as designers are with color, styling, and interior architecture, we also can be just as innovative with how we conduct our business. Technology has been key to allowing us to do our jobs.

During a recent Emily Morrow Home Designer Pro-Gram Zoom discussion, one design team in Chicago explained how they were able to use FaceTime to “walk” their clients through the Chicago Merchandise Mart to show them looks they were recommending for their project. I asked how they were able to express the quality or texture or value of the products they’re selecting when the end-user can’t hold or feel it in person. Their response to me was that trust played an important role. That answer shouldn’t surprise anyone who understands the relationship and trust between design pro and client.

TRUST AND TRUE VALUE

Trust is at the heart of a great design project, as well as a design professional’s reputation. A client must trust a designer when it comes time to spend more on a particular visual or finish. Providing samples has long been a necessity to assure clients they were spending more money to get something more substantial. Sometimes it is “exclusive” or sometimes it’s a much better product, either by touch or weight. Because design consultation is considered a discretionary item, in today’s turbulent times, more and more designers are having to justify their work and price their services in ways that don’t seem to exceed the value they are bringing to their clients. More than that, designers are being asked important questions about the “why” behind their choices. Now more than ever before, designers are also being pressured to provide products that are “better” in terms of how and where they are made. As such, designers are working closely with retailers to learn the facts about where a product was made and by whom. Designers understand they have to have peace of mind that once installed, there won’t be pushback.

Because product knowledge is so important, sales associates must be ready to speak openly, easily, and with confidence about products. Designers are asking all of the right questions and providing solutions to their clients. One thing in particular that designers do best, both in commercial and residential design, is to put the human needs first. Today, consumers are demanding to know what each product contains.

OTHER CONSEQUENCES OF THE COVID-19 LOCKDOWN

Homeowners were quarantining at home and seeing the various cracks, chips, and fading materials that they cannot wait to replace or update. Flooring is no exception. We saw an immediate uptick in online sample orders during the first weeks of the COVID-19 quarantine. The idea that homeowners would be interested in home improvement after spending unprecedented time at home seems obvious in retrospect, as does the color and design trends that are now gaining traction. There is currently a desire for calming and soothing color palettes, as well as bringing cheer into a space. Blues, squad, greens, and warming earth-tones are all trending upwards. Beyond comforting and soothing color palettes, there is also a desire for bringing health and nature into interior spaces. One way to bring the health and nature themes into the home is through the use of natural materials, such as hardwood flooring that is light, matte, and has cleaner grain. Trends indicate this style of flooring will outsell dark or muted wood floors. Floors that are plasticized, still will have their place in the market, but in a head-to-head comparison for a quality custom built home, hardwood floors will take first place. If it looks and feels close to nature, it is going to be an easier sell to homeowners than the plastic-looking materials. From a broader trend perspective, healthy homes are homes that you would consider luxurious and beautiful. I fully expect that healthy homes, even if located in urban areas, will include hardwood as a primary building material.

Because product knowledge is so important, sales associates must be ready to speak openly, easily, and with confidence about products. Designers are asking all of the right questions and providing solutions to their clients. One thing in particular that designers do best, both in commercial and residential design, is to put the human needs first. Today, consumers are demanding to know what each product contains.

HOME IS THE NEW WORKPLACE

One final trend we are seeing during the past few months is that working remotely is the new corporate norm. This provides numerous opportunities for us as flooring providers and interior designers. We must help homeowners define spaces within their home more definitively. There is the resting “oasis” space and the “work” space. If homes are now our sanctuary from the work world and our work worlds are now within our sanctuaries, what shifts are going to happen as a result? We also expect to see more merging of commercial and residentially styled products that perform under the pressure of daily wear and tear. Commutes are now taking place just across the kitchen or just across the hallway from the bedroom. With the merging of spaces, we will see an uptick in the quality of the finishes being used. If you’re now spending longer days at home working, designers and homeowners are trending strongly already toward a preference for anything that lasts longer and looks good longer.

 

 

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How to Care for Your Emily Morrow Home Hardwood Floors

***This post has been updated from August 2018

By Kate Toburen Kranzlein, Marketing Specialist for Emily Morrow Home

 

Do you want to take care of your new hardwood floors so that they last a lifetime? (They can with the right care, by the way!). Simply keep them free of dust and debris, no wet mopping, and no harsh chemicals. “Less is more” is the best rule of thumb!

Now that you know what to do, let’s talk about what not to do to your hardwood floors to keep them looking pristine.

Cleaning

While using a vacuum is physically easier to use when cleaning hardwood floors than a traditional broom or dry mop, vacuums can oftentimes damage the surface of your floors. To avoid this, do not use the beater bar on the vacuum because that can scrape and dent your floors. Also, vacuums can create denting if dropped. Using a dry mop with little moisture is one of the best ways to dust your hardwood floors. Swiffer Wood Cleaner and Bona Floor Care have products which are gentle and ideal for Emily Morrow Home hardwood flooring that removes the dust and debris of everyday life without leaving a dull or sticky film to attract more dirt later.

No harsh chemicals, furniture polishes, or wood waxes should ever be applied to Emily Morrow Home’s hardwood floors.

Additionally, wet mopping your hardwood floors can lead to long-term water damage due to the overexposure to moisture on the porous wood*. A better option would be a dry mop or Swiffer mop.

*Knowing this, keep your house’s air moisture levels consistent to ensure that warping and cupping do not occur

Shoes

Try to avoid walking on your hardwood floors with high heel shoes. High heels create a lot of pressure in a small area which can create indentations on the hardwood floors.

Moving Furniture

If you move any furniture, use soft gliding pads underneath to reduce any scratches or indentations. Otherwise, if you move furniture, pick up the furniture completely off the floor and gently place it back on the hardwood in the desired location. Do not drag or scoot furniture across your hardwood floors.

Pets

The Emily Morrow Home hardwood collection is pet-friendly, and our durable construction proctects against most everyday scratches that your excited pooch or feline might inflict upon your floors. With our UV cured Aluminum oxide finish, our hardwood floors can stand the test of your pet’s “Scooby-Doo” moments. We caution you, though, in remembering that long exposure to moisture can damage hardwood floors. So, if your sweet angel has an accident or spills his or her water bowl onto your floors, you will want to wipe it up as soon as possible.

Bottom Line

Hardwood flooring is strong and tough, and it can last a lifetime with proper care and maintenance. We hope these simple care and maintenance tips will keep your Emily Morrow Home hardwood floors looking gorgeous for years to come.

 

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The Definition of Luxury Hardwood: Emily Morrow Home

Don’t mistakenly equate “luxury” with “expensive”. It’s more about a customized look… and it’s currently what Emily Morrow Home’s customers desire and designers demand. “Interior designers work with demographic groups that generally are higher earning households, and their clients generally are hiring the designers to help create an interior that adds to their overall quality of life and pleasure,” said CEO Emily Morrow Finkell. She explained those clients are hungry to create a space that’s completely unlike the interior next door. These custom options, from cut to color, help differentiate high-end hardwood. Morrow Finkell says that having a range of format offerings is essential to curating a luxury line. “Having a variety of options,” she echoed, “either custom or herringbone are essential.”

Below is the interview recently conducted between Emily Morrow Finkell and Floor Covering Weekly for their 2020 FCW Luxury Issue

Q1) What defines high-end hardwood: the cut, finish, design, etc.? Please explain. Why are these attributes important? 

A1) The definition of high-end hardwood certainly should be looked upon in the same light as diamonds since they both begin with the “cut”… the more precious the part of wood that is revealed by the cut, the harder it is to achieve that particular cut, the more desirable it is. Quarter-sawn veneers and select grades of North American white oak are among the most timeless requests in the world of luxury hardwood especially if it’s domestically-grown and domestically-harvested, it leaves no doubt of its origins. Today’s consumers insist on knowing how it’s made, if it is “safe” for the end-user as much as it is for those in the factories, think of this material almost like the entire “clean eating, farm to table, organically grown” version of hardwood flooring. Colors and finishes for the flooring need not hide or disguise the beautiful flecks, grain and medullary rays of the material but rather allow the natural eye see and appreciate it for its natural beauty. Some of the color influences are also drawn from other natural materials like “limestone”, salt, plaster, natural linen, jute, hemp and the natural-neutral colors of wool. The colorations, although subtle are critical that they are “just right”, not too gray, not too yellow, not too pink, not too green…but “just right’ in almost every light source. Beyond the cut of course is the size (thickness, width and stability) of the plank…keeping in mind that having a variety of options, either “custom” or “herringbone” coordinates are essential. 

Q2) Why does wood sell well at the upper end? 

A2) Wellness, holistic homes and “healthy” living are major catalysts. Although it may sound like I’m repeating the same thing if you listened in to my presentation on Thursday for NWFA’s “Changing Market Trends”…you’ll begin to understand that it is a BIG TREND…and no one else seems to be talking about it, except me…so that is an indication that our industry is focusing on other things that they perceive as a higher priority. “Hipsturibia” and “holistic residential ares” are designed and constructed with the natural materials, although the per square foot price tag is on the high end, it is a trade off for what these consumers’ value over those from 20 years ago, who wanted the maximum square footage “McMansion”. Those who wanted “McMansions” probably loved their “Big Macs” while today’s homes are “conspicuously comfortable and natural” just like the uber-organic “Whole Foods” deliveries brought to their doors. 

Q3) What are the benefits of choosing a luxury wood?   

A3) Key themes for my brand and products have been “custom options”, premium cuts as well as timeless designs and colors. Knowing the higher end consumer’s desires and design styles has proven to be beneficial in curating the collection. Knowing the “whys” certain colors and finishes were trending upwards, and understanding that I didn’t want to be everything to everyone, but my particular segment of consumers.”Tendencies” and behaviors are the key, like in playing doubles tennis, when you see your opponent at the net reaching overhead with their tennis racquet, you should expect there to be a tennis ball coming at you right away.  Interior designers work with demographic groups that generally are higher earning households, and their clients generally are hiring the designers to help create an interior that adds to their overall quality of life and pleasure which includes what can be best described as the “spiritual” need to have a place that exudes who they are, unlike the interior of the space next door, unique. “Customization” and “experiential” both helped craft and define the collections of EMH hardwood. A love of travel, having a curiousity about the world and a desire to bring the most natural and healthful materials into a space, are at the heart of EMH and EMH for Louis A. Dabbieri. Without seeing some of the places I was inspired by, it’s still possible to imagine the colors of the Serengeti or the cloud of gray dust and blur of zebras and wildebeests when clicking on the videos showing the “Design Journey” for styles named “Tusker”, “Great Migration”, “Serengeti Spirit” …just to name a few. Taking those experiences and translating them into colors and finishes that leave no doubt that when looking at the flooring you are indeed seeing those very things in your minds’ eye. 

Wellness has been a huge priority in the Morrow-Finkell household as you already know, I’m a breast cancer survivor with now a daughter who’s a Covid-19 survivor and it goes without saying that everything we have touched, everything we have brought into our home has to pass a series of criteria: where did it come from? Who all has been in contact with it? What are the ingredients? How long would a virus or bacteria last on it? Where does this go when its useful life is over? Knowing that viruses live longer on plastic than they do on wood is one statistic many consumers will not forget after this pandemic is over. Living better, living longer are a priority over living “large” and brandishing designer handbags. Today’s consumers are living with health and wellness foremost in their minds. It isn’t your imagination that it’s the millennials, Gen-Y and Gen X’ers who have been the most outspoken for the “more senior” family members to “stay home and wear a mask”, while standing outside their windows or delivering their groceries to them. It’s the same consumers who are the recipients or soon to be on the receiving end of the ‘“transfer of wealth” already documented in various reports. 

 

RESEARCH EXCERPTS FROM ARTICLES CITED BELOW:

The researchers behind the new study tested the virus’ life span in a 71-degree-Fahrenheit room at 65% relative humidity. After three hours, the virus had disappeared from printing and tissue paper. It took two days for it to leave wood and cloth fabric. After four days, it was no longer detectable on glass or paper money. It lasted the longest, seven days, on stainless steel and plastic. https://www.businessinsider.com/how-long-can-coronavirus-live-on-surfaces-how-to-disinfect-2020-3

According to Rachel Graham, an epidemiologist at the University of North Carolina, smooth, nonporous surfaces like doorknobs and tabletops are better at carrying viruses in general. Porous surfaces — like money, hair, and cloth fabric — don’t allow viruses to survive as long because the small spaces or holes in them can trap the virus and prevent its transfer, Graham told Business Insider. https://www.businessinsider.com/how-long-can-coronavirus-live-on-surfaces-how-to-disinfect-2020-3

Wellbeing

The health of individuals – mental and physical – society as a whole, and the wider natural environ- ment. Growth in demand for a healthy outcome is driving innovation across the real estate sector.

Environmental, social & governance (ESG) criteria

A generic term used by investors to evaluate corpo- rate behaviour against a set of non-financial perfor- mance indicators including sustainable, ethical and corporate governance issues such as managing the company’s carbon footprint and ensuring there are systems in place to ensure accountability.

COLDWELL-BANKER-REPORT

Watch for housing developments focused around wellness, “hipsturbia” neighborhoods, and communities catering to active seniors, millennials, and LGBTQ. When it comes to luxury condos in big cities, we are already seeing more buildings offering unique hospitality and services for pets and children, as well as five-star hotel-condo models. New definitions of luxury are emerging, creating greater diversity within the marketplace. A one-size-fits- all approach to connecting with tomorrow’s affluent consumers is not the future of our business!

Tax law changes in 2018 that limited deductions for state and local taxes provide further fuel for buyers to move from places like New York and California to Florida and Arizona.

Another recurrent theme is the broad concept of wellness, which has come to mean much more than spas, pools, and exercise rooms to include everything related to holistic well-being. Increasing focus on green design is giving rise to rating systems that certify buildings as eco-friendly, while similar certifications are taking root to score buildings’ wellness.

Finally, there is a widening recognition of the increasing influence of several demographic groups in the luxury home market. 

The Global Wellness Institute (GWI) estimates the worldwide wellness market to be worth $4.5 trillion, with the strongest growth coming from the spa industry, wellness tourism, and the emerging industry of wellness real estate,1 which has taken flight by responding to rising demand for buildings that support the holistic health and well-being of people who live and work in them.

“Luxury is the trend leader in wellness, but developers are starting to leverage the benefits to create more affordable smart-healthy homes and neighborhoods,” says Scialla, noting the sharpening focus on wellness at the center of new home conception, design, and creation.

With luxury goods, the craft origins, high-quality materials and small production runs that characterise the industry, assist audit trails. We can see who and how things are put together and the possible side effects during the manufacturing or distribution process.

The total number of luxury consumers is expected to reach 480 million in 2022, a 20% increase from 2015. As opposed to conspicuous consumption, social status today

is signaled through the consumption of experiences rather than material goods. By 2023, the experiential segment is forecast to account for nearly two-thirds of the total $1.2 billion luxury market.

Universalis Rift and Quartersawn White Oak Herringbone Floors are representative of timeless materials that never go out of style and are built to last a lifetime
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Emily Morrow Home | NWFA and FCW | Adapting to Changing Demands

Adapting to changing demands as featured in Floor Covering Weekly
Monday, May 4, 2020
By Morgan Bulman

[Chesterfield, Mo.] The COVID-19 pandemic isn’t the only disruptive challenge the hardwood floor industry has faced. For the second day of the NWFA’s first-ever virtual Expo, a session tag-teamed by Emily Morrow Home CEO Emily Morrow Finkell and Anderson Tuftex’s director of brand strategy Katie Ford outlined how to stay steady with wood in an unpredictable marketplace.

Define your business
“Our industry is continually being disrupted,” shared Morrow Finkell during the online webinar. “We have to accept that change is constant and that it really is up to us to adapt and evolve.”

Some of the biggest complaints listed by Morrow Finkell included internet sales, fake wood, cheap imports and the uncertainty of a post-coronavirus retail market.

“Ask yourself some tough questions: What is unique to your business? Who are you hoping will buy your products? Do you know how others see you? What types of products best fit your business and your customers?” she posed, while offering listeners to review and define their value disposition.

Elevate wood’s qualities
Authenticity as a business is key, especially in order to sell an authentic product. Morrow Finkell revealed one of the most important qualities of wood is its natural authenticity, especially considering the current wellness culture consumers are living in, particularly in light of COVID-19.

And although industry professionals have a tendency to get hung up on who to sell to, whether its Baby Boomers or Millennials, “the wellness initiative is huge for every one of these demographics and will continue to expand,” she said.

In fact, Morrow Finkell referred to the Global Wellness Institute, which reported “health and wellness” is now a 4.5 trillion-dollar market and that 134 billion of that amount is devoted to holistic-oriented real estate. This can include anything from available exercise equipment to sustainable building materials like flooring.

“Designers almost always advise their clients to go with natural materials, nine times out of 10,” she noted. Wood has always been the top, coveted flooring visual, but as the market becomes oversaturated with lookalikes, Morrow Finkell believes there’s untapped potential in offering premium, high quality products consumers are starved for.

“Wood is synonymous with wellness,” she stressed.

“Hardwood is truly timeless,” but a great way to stay on top of changing market demands is to keep tabs on what customers are looking for. And, right now, there are three aspects to keep tabs on:

1. Light and neutral colors: Plaster, jute, wool, linen and muslin – this is what has inspired the light and ultra-matte colors of Emily Morrow Home. “Organic is a huge buzz word,” shared Morrow Finkell. Natural, organic and plaster-inspired color palettes are trending.
2. Dark statement stains: Interiors in general are trending light – white cabinetry, light fixtures, fabrics. For these home choices, dark woods offer a great deal of contrast, revealed Morrow Finkell.
3. Premium cuts and graining: When it comes to wood, quality sells well. “If you have a premium brand, you need to have a premium sample experience,”. To receive free samples of Emily Morrow Home Hardwood, simply text EMILY2 to 900900.

 

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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.”

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

DOMOTEX USA Header

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The State of Interior Design 2020

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How to Care for Your Emily Morrow Home Hardwood Floors

***This post has been updated from August 2018

By Kate Toburen Kranzlein, Marketing Specialist for Emily Morrow Home

 

Do you want to take care of your new hardwood floors so that they last a lifetime? (They can with the right care, by the way!). Simply keep them free of dust and debris, no wet mopping, and no harsh chemicals. “Less is more” is the best rule of thumb!

Now that you know what to do, let’s talk about what not to do to your hardwood floors to keep them looking pristine.

 

Cleaning

While using a vacuum is physically easier to use when cleaning hardwood floors than a traditional broom or dry mop, vacuums can oftentimes damage the surface of your floors. To avoid this, do not use the beater bar on the vacuum because that can scrape and dent your floors. Also, vacuums can create denting if dropped. Using a dry mop with little moisture is one of the best ways to dust your hardwood floors. Swiffer Wood Cleaner and Bona Floor Care have products which are gentle and ideal for Emily Morrow Home hardwood flooring that removes the dust and debris of everyday life without leaving a dull or sticky film to attract more dirt later.

No harsh chemicals, furniture polishes, or wood waxes should ever be applied to Emily Morrow Home’s hardwood floors.

Additionally, wet mopping your hardwood floors can lead to long-term water damage due to the overexposure to moisture on the porous wood*. A better option would be a dry mop or Swiffer mop.

*Knowing this, keep your house’s air moisture levels consistent to ensure that warping and cupping do not occur

 

Shoes

Try to avoid walking on your hardwood floors with high heel shoes. High heels create a lot of pressure in a small area which can create indentations on the hardwood floors.

 

Moving Furniture

If you move any furniture, use soft gliding pads underneath to reduce any scratches or indentations. Otherwise, if you move furniture, pick up the furniture completely off the floor and gently place it back on the hardwood in the desired location. Do not drag or scoot furniture across your hardwood floors.

 

Pets

The Emily Morrow Home hardwood collection is pet-friendly, and our durable construction proctects against most everyday scratches that your excited pooch or feline might inflict upon your floors. With our UV cured Aluminum oxide finish, our hardwood floors can stand the test of your pet’s “Scooby-Doo” moments. We caution you, though, in remembering that long exposure to moisture can damage hardwood floors. So, if your sweet angel has an accident or spills his or her water bowl onto your floors, you will want to wipe it up as soon as possible.

 

Hardwood flooring is strong and tough, and it can last a lifetime with proper care and maintenance. We hope these simple care and maintenance tips will keep your Emily Morrow Home hardwood floors looking gorgeous for years to come.