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MILLED NATURALS – EMH COLOR FAMILY OF 2021

EMILY MORROW HOME RELEASES The ENTIRE 2021 COLOR FAMILY OF THE YEAR and our hardwood flooring styles which fall into the color families. 

ENJOY OUR NEWEST VIDEO SHOWCASING  ALL OF THE NINE COLORS

 

MILLED NATURALS COLOR FAMILY AND OUR HARDWOOD FLOORING THAT BEST EXEMPLIFIES THESE STUNNING VISUALS!

Dalton, GA, FEBRUARY 11, 2021 – Emily Morrow Finkell, founder and CEO of Emily Morrow Home, is pleased to announce the release of the 2021 Color Family of the Year, MILLED NATURALS.

Please find below our press release outlining the color stories behind the 2021 Color of the Year, also the supporting images and linked here is the EMH Milled Naturals Video which tells the story in a little more than one minute. 
Because great design does not cease during a pandemic, our “travel” to research the market trends has been ongoing. 
We hope you enjoy our color story and if you have an interest in learning more  about our “GOAT-inspired” Color family, we’d love to share it!

 

 

 

 

Gold’s warming influence sets the stage for a brown-based color story

Dalton, GA – February 12, 2021 – Color is Relational. For COTY 2021, Emily Morrow Home sees a bigger picture of how color reflects a Healthy living lifestyle… one of being “At home” with family. We are all on the journey of change…yearning for comfort and community. This sense of community influenced us to choose a different path for the Color of the Year 2021. Rather than highlighting 1 color, EMH to choose to highlight a Color Family…of 9!

Introducing the EMH 2021 Color Family of the YearMilled Naturals

Milled Naturals is a universal, must-have color family that emits an elevated level of luxurious tones for 2021.Gold’s warming influence gives this color family a seasonless and timeless appeal. When paired with each other, all 9 colors in the Milled Naturals family work together, harmoniously. They are also quietly confident when standing on their own. The lighter, luxurious Milled Naturals have a graceful subtlety that is tranquil and soothing.

This family has strong roots of yellow and red that provide balance to the more saturated Milled Naturals. This brown-based story has long-lasting relevance and is a fresh new direction from the market saturated grey influence of recent years. Like freshly tilled earth from which nature springs, Good Earth is the first color in our color family, followed by the ever-nurturing Goat’s Milk. Good Earth is best represented by two deep brown hardwood styles, William & Mary and Handmade Harvest. Goat’s Milk can be found in our Cosmopolitan Coast and Surf Shack.

We believe that when you experience the warmth of the Milled Naturals, they will influence a conversation of grounding words, ripe for our life-stretching moments.

EMH BUZZ WORDS:

Universal | Seasonless | Authentic | Flexible | Artisanal | Heirloom | Legacy

Tranquil | Community | Regenerate | Cocoon | Comfort | Tactile |Confident

Expect our natural hardwood flooring to show its natural beauty… listening to its inherent design and texture that nature calls us to appreciate.

By adding bold, organic accent colors, the pairing of Milled Naturals offers endless color combinations that have universal application. Refresh with vibrant trending Greens, powdered and chalked tints, rich jewel tones, and orange- based color combinations.

As we continue to search for support, comfort, trust, and interactive touch, the time has come for the universal warmth of the 2021 EMH Milled Naturals color family.

Stay tuned, monthly, for more in-depth stories of each of the 9 EMH 2021 Milled Naturals to be released throughout the year.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

My sister’s baby goat visited my offices and I was smitten…to the point of shifting our color story to GOAT’S MILK.

About Emily Morrow Home

Emily Morrow Home is a leader in the American hardwood flooring industry. Founded by Emily Morrow Finkell, the company offers high-quality, luxury hardwoods to retailers through select distributors and buying groups. All flooring products are sustainably harvested, constructed, and finished in the USA. Finkell is a member of the NWFA (National Wood Flooring Association); NWFA Verified from U.S. Renewing Forests; California Environmental Protection Agency Air Resources Board; Allied Member ASID; CMG; and SCS Certified Indoor Advantage Gold For more information, visit emilymorrowhome.com or Facebook, Twitter, Pinterest, Instagram, YouTube or Vimeo.

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In memory of Evelyn Myers | WOMEN INSPIRING OTHERS 

February 22, 2021 —Honoring the memory and legacy of Evelyn Myers

If you aren’t from our part of the country (Dalton, Ga) I’ll let you in on a little secret… we are surrounded by some very strong and smart women. Case in point is Evelyn Myers, who co-founded Myers Flooring in 1957 with her husband Gene Myers. Myers Flooring grew over the years with stores in Atlanta, Nashville as well as the first one in Dalton. Myers has always had that extra something that feels stylish, classy and a cut above. This was somewhat radical when compared to the stereotypical carpet retailers of the 1960’s-1970’s. Myers was known for going the extra mile in marketing by staging live photo shoots inside real home interiors (lovely homes) in order to show floor covering in the most aspirational light. To this day, Mrs. Myers and the influence of her sons Rick and Ray is ever-present. Anytime you walk into one of the three Myers locations, you’ll know and feel you are in very capable hands, and if you walk into the Nashville store, you will see it personified in the form of third generation Sinclair Myers.  My interaction with Mrs. Myers was unique in that we would run into each other from time to time in Dalton or Chattanooga, and she would ask me about my interior design business, asking if I was ever moving back to Dalton, et cetera. If you’ve ever been in the presence of someone whose smile radiates light and warmth, then you’d know what it felt like for me as a young interior designer, Mrs. Myers had that gift and made me feel special.

Prior to the opening of the Judd House, I asked for a special favor, and that was to be able to use the frame picture of Evelyn Myers (elegantly perched on the wing of an airplane) in one the of rooms I’d designed in the “upstairs guest bedroom”. Everyone who entered would go immediately to the framed portrait and remark at how beautiful she was…and she truly was beautiful.

 

 

 

 

 

 

 

 

 

 

Gene Myers, with the help of his wife Evelyn, and later sons Rick and Ray, opened Dalton’s first carpet store

As quoted at Myers Carpet About Us: The company was founded in 1957 by Gene Myers, who started buying scraps of carpet from local mills and reworking them into stair treads and small rugs which he then sold through area chenille stores on “Peacock Alley” on Georgia Highway 41. Gene Myers, with the help of his wife Evelyn, and later sons Rick and Ray, opened Dalton’s first carpet store and began offering carpet from Dalton’s local mills. Patcraft was first. Later, Art Black, founder of Evans and Black Carpet of Arlington, Texas, gave Myers his first line. Gene Myers passed away in 1981 at age 53 and the company was then managed by sons, Rick and Ray Myers. In 1987, Myers Carpet opened a 3000 square-foot showroom on Peachtree Street in Atlanta, Georgia. Six years later they purchased and moved into a 35,000 square-foot showroom and warehouse at 1500 Northside Drive. That location quickly became the flagship store for Myers. In 1998, Myers Flooring was opened in Nashville, Tennessee, followed by the purchase in 2001 of the showroom and warehouse of Division Street Carpets at 641 Division Street in downtown Nashville. Myers Flooring of Nashville then purchased the assets of Van Gilmore’s Nashville Carpet Center in 2016 and combined the two businesses and employees at our current location at 2919 Sidco Drive in Nashville.

“Myers Carpet Company was the first and remains the oldest carpet store in Dalton, Georgia, “The Carpet Capital of the World.

Below is an article about “women inspiring others” in National Wood Flooring Association’s Hardwood Floors Magazine | WOMEN INSPIRING OTHERS

Emily Morrow Featured in Atlanta Magazine November 2001 The Judd House owned by Evelyn Myers and the Myers Family.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As I look back on my career path, I am grateful to the incredible women who so generously opened doors and encouraged me to go further and do do better. One such women was Evelyn Myers. In 2001 I had moved back to my hometown of Dalton from Carrollton, Georgia where I’d practiced interior design for 12 years. Although I was known in Dalton as Emily Kiker, I was not known by most as Emily Morrow, the interior designer. I did however know Mrs. Myers through my own mother and in some of our exchanges, she shared some of her upcoming “design-related” endeavors. It was that same year, 2001, Evelyn Myers invited me to be a guest designer in her “Judd House Designer Showhouse”, which would provide valuable networking opportunities with our local community, other designers and architects. If not for her invitation, I might not have had the change to meet the many contacts who later became my colleagues and bosses at Shaw Industries.

The February March 2020 issue of Hardwood Floors celebrates the talented and dynamic women in our industry who have gone before us and worked amongst us. They smoothed the path, opened doors, and showed other women the way forward. I am so inspired by these women and would not be where I am today without their wisdom and guidance. Looking back on the lessons I’ve learned, and taking stock of how many influential and passionate women have inspired me never to stop growing, I hope what I do today will inspire others in the same way. While my career has gone through a series of changes, I know my journey would not have been possible with the support given to me by women in the industry.

THE VITAL ROLE OF WOMEN IN FLOOR COVERING

I’m fortunate to have a unique perspective on the power of women in flooring history, starting at a very early age. Growing up in Dalton, Georgia, I’ve witnessed generation after generation of women entrepreneurs acting as trailblazers and role models. If you’re familiar with the history of carpet, you’ll know it all started in Dalton along “Peacock Alley” with the crafting of hand-tufted chenille bedspreads, an industry started by extraordinary women like Dicksie Bradley Bandy.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

During the great depression, Dicksie and her husband’s country store had given credit to their customers who had no money to pay for the goods they needed, only their possessions, what they could make or grow themselves. The country store eventually became indebted to their suppliers and although there was no way to recoup the money from their customers, Dicksie and her husband were determined to repay every dollar. Determined to find a way to raise the funds, she boarded a train to Washington, D.C., carrying a suitcase filled with hand-tufted chenille bedspreads to sell to large department stores. She came home with enough money to repay her suppliers AND with enough orders to give several families an income for their craft. That simple cottage industry grew and evolved to the point where Dalton is now known not just the “carpet capital” but as the “floor covering capital of the world”. 

In this industry, not only are many of my peers women, but the majority of our customers are as well. We speak of “Ms. Consumer” as making more than 91% of the purchasing decisions for the home. With the purchasing power of women in the United States ranging from $5 trillion annually, we certainly MUST consider “her” in our business decisions, and we certainly MUST consult women on what goes into a new product launch. 

LESSONS IN RESILIENCE AND PAYING DUES

Looking back, some of my early jobs were excruciating. One example was working for a family-owned women’s wear manufacturer whose owners would inadvertently exhale their cigarette smoke into my eyes causing me to leave work many days in tears. At the same time, they also gave me the chance to work with fabrics, color-ways, and the people that would be selling the apparel across the U.S. That experience was priceless. Soon I found myself training sales persons about the designs and colors of the coming collections.

Along the way, I learned about perseverance, resilience and the importance of hard work – even when it it seemed at the time like I was being pulled in the wrong direction. Balancing competing priorities had been modeled by my mother, a fantastic entrepreneur in her own right. As I began my own journey into motherhood as an interior designer, I carried with me the power of the examples and lessons that only magnified in importance over time. 

While I loved the work I was doing, after the arrival of my firstborn William, I was inspired to take a huge leap. The result was that my own interior design business was born. It was the culmination of all that I had learned and experienced up until then – and just when I thought I had it all “balanced” along comes Mary. Juggling motherhood to two small children with an interior design business taught me how to put first things first. My first design business operated in the West Georgia area for nearly 12 years, doing both commercial and residential design projects. 

Those years allowed me the experience of putting family first. It’s a lesson I’ve tried to live by since. I learned to be a mother first and foremost, and I had the flexibility and freedom to schedule design appointments around the schedules of babysitters, mothers’ mornings out, and my children’s own evolving schedules. 

ANSWERING THE OPPORTUNITY

The women in my life have taught me so many powerful lessons that I try to pass on to those who I have had the good fortune of knowing. One of the most important things I was taught is that like doors, opportunities can open and close quickly. Recognizing the opportunities requires a certain kind of “sixth sense” to know when to take them. Unfortunately, too often opportunities can seem daunting and present themselves as “risk”.

This lesson became a huge blessing as I faced a professional crossroads in 2002. Having just become a single mother, and after operating my own interior design business for many years, I was encouraged to move into the corporate world to provide the benefits my children and I would need. While there was some risk involved (would I be able to work the corporate hours? What if my kids needed me? How could I juggle my children’s activities with my travel schedule?…and much more) it was a leap that I was well-prepared to take for my family. 

So when asked if I could direct a large group of corporate professionals and juggle continually changing business priorities, I actually laughed out loud. That had become second nature to me. For years, at any given time, I had teams of painters, carpenters, flooring installers or other tradespeople going in and out of the businesses and homes of my clients, on time and budget, all while being a mother of two. Speaking of juggling priorities, one very important project, a medical arts building was being installed the very day I was in labor with the birth of my daughter. Needless to say, both “projects” demanded my attention that day but in the end, my family was only thing that truly mattered.

THE IMPORTANCE OF FAMILY

I hope that my experience demonstrates to other women – and men – in the industry that you can prioritize family and still have an enriching and successful career. That is perhaps the most important lesson of all, and one I hope to be remembered for, the same way I remember all of the incredible wisdom and support that was shared with me.

I encourage all of us to prioritize family and to allow everything else to fall into place. Following my own advice, I opted to leave a life of constant travel while working for a massive company, to instead revel in family. I chose to instead take a moment to savor my time being a new wife, a mother, and an empty nester.

When the time was right, I again took another risk, following my instinct, and formed a new enterprise, one that would eventually become relevant to husband’s own company. Who encouraged me to take that step? It was the same woman who inspired me nearly thirty years prior, my mother.

 

 

 

 

Posted on

MILLED NATURALS – EMH COLOR FAMILY OF 2021

EMILY MORROW HOME RELEASES The 2021 COLOR FAMILY OF THE YEAR and our hardwood flooring styles which fall into the color families. 

Dalton, GA, FEBRUARY 11, 2021 – Emily Morrow Finkell, founder and CEO of Emily Morrow Home, is pleased to announce the release of the 2021 Color Family of the Year, MILLED NATURALS.

Please find below our press release outlining the color stories behind the 2021 Color of the Year, also the supporting images and linked here is the EMH Milled Naturals Video which tells the story in less than a minute. 
Because great design does not cease during a pandemic, our “travel” to research the market trends has been ongoing. 
We hope you enjoy our color story and if you have an interest in learning more  about our “GOAT-inspired” Color family, we’d love to share it!

 

 

 

 

Gold’s warming influence sets the stage for a brown-based color story

Dalton, GA – February 12, 2021 – Color is Relational. For COTY 2021, Emily Morrow Home sees a bigger picture of how color reflects a Healthy living lifestyle… one of being “At home” with family. We are all on the journey of change…yearning for comfort and community. This sense of community influenced us to choose a different path for the Color of the Year 2021. Rather than highlighting 1 color, EMH to choose to highlight a Color Family…of 9!

Introducing the EMH 2021 Color Family of the YearMilled Naturals

Milled Naturals is a universal, must-have color family that emits an elevated level of luxurious tones for 2021.Gold’s warming influence gives this color family a seasonless and timeless appeal. When paired with each other, all 9 colors in the Milled Naturals family work together, harmoniously. They are also quietly confident when standing on their own. The lighter, luxurious Milled Naturals have a graceful subtlety that is tranquil and soothing.

This family has strong roots of yellow and red that provide balance to the more saturated Milled Naturals. This brown-based story has long-lasting relevance and is a fresh new direction from the market saturated grey influence of recent years. Like freshly tilled earth from which nature springs, Good Earth is the first color in our color family, followed by the ever-nurturing Goat’s Milk. Good Earth is best represented by two deep brown hardwood styles, William & Mary and Handmade Harvest. Goat’s Milk can be found in our Cosmopolitan Coast and Surf Shack.

We believe that when you experience the warmth of the Milled Naturals, they will influence a conversation of grounding words, ripe for our life-stretching moments.

EMH BUZZ WORDS:

Universal | Seasonless | Authentic | Flexible | Artisanal | Heirloom | Legacy

Tranquil | Community | Regenerate | Cocoon | Comfort | Tactile |Confident

Expect our natural hardwood flooring to show its natural beauty… listening to its inherent design and texture that nature calls us to appreciate.

By adding bold, organic accent colors, the pairing of Milled Naturals offers endless color combinations that have universal application. Refresh with vibrant trending Greens, powdered and chalked tints, rich jewel tones, and orange- based color combinations.

As we continue to search for support, comfort, trust, and interactive touch, the time has come for the universal warmth of the 2021 EMH Milled Naturals color family.

Stay tuned, monthly, for more in-depth stories of each of the 9 EMH 2021 Milled Naturals to be released throughout the year.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

My sister’s baby goat visited my offices and I was smitten…to the point of shifting our color story to GOAT’S MILK.

About Emily Morrow Home

Emily Morrow Home is a leader in the American hardwood flooring industry. Founded by Emily Morrow Finkell, the company offers high-quality, luxury hardwoods to retailers through select distributors and buying groups. All flooring products are sustainably harvested, constructed, and finished in the USA. Finkell is a member of the NWFA (National Wood Flooring Association); NWFA Verified from U.S. Renewing Forests; California Environmental Protection Agency Air Resources Board; Allied Member ASID; CMG; and SCS Certified Indoor Advantage Gold For more information, visit emilymorrowhome.com or Facebook, Twitter, Pinterest, Instagram, YouTube or Vimeo.

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Emily Morrow Finkell for NWFA | WOMEN INSPIRING OTHERS 

Emily Morrow Finkell for Hardwood Floors Magazine NWFA | WOMEN INSPIRING OTHERS 

The February March 2020 issue of Hardwood Floors celebrates the talented and dynamic women in our industry who have gone before us and worked amongst us. They smoothed the path, opened doors, and showed other women the way forward. I am so inspired by these women and would not be where I am today without their wisdom and guidance. Looking back on the lessons I’ve learned, and taking stock of how many influential and passionate women have inspired me never to stop growing, I hope what I do today will inspire others in the same way. While my career has gone through a series of changes, I know my journey would not have been possible with the support given to me by women in the industry.

THE VITAL ROLE OF WOMEN IN FLOOR COVERING

I’m fortunate to have a unique perspective on the power of women in flooring history, starting at a very early age. Growing up in Dalton, Georgia, I’ve witnessed generation after generation of women entrepreneurs acting as trailblazers and role models. If you’re familiar with the history of carpet, you’ll know it all started in Dalton along “Peacock Alley” with the crafting of hand-tufted chenille bedspreads, an industry started by extraordinary women like Dicksie Bradley Bandy.

 

 

 

 

 

 

 

 

 

 

During the great depression, Dicksie and her husband’s country store had given credit to their customers who had no money to pay for the goods they needed, only their possessions, what they could make or grow themselves. The country store eventually became indebted to their suppliers and although there was no way to recoup the money from their customers, Dicksie and her husband were determined to repay every dollar. Determined to find a way to raise the funds, she boarded a train to Washington, D.C., carrying a suitcase filled with hand-tufted chenille bedspreads to sell to large department stores. She came home with enough money to repay her suppliers AND with enough orders to give several families an income for their craft. That simple cottage industry grew and evolved to the point where Dalton is now known not just the “carpet capital” but as the “floor covering capital of the world”. 

In this industry, not only are many of my peers women, but the majority of our customers are as well. We speak of “Ms. Consumer” as making more than 91% of the purchasing decisions for the home. With the purchasing power of women in the United States ranging from $5 trillion annually, we certainly MUST consider “her” in our business decisions, and we certainly MUST consult women on what goes into a new product launch. 

WOMEN INSPIRING OTHERS

As I look back on my career path, I am grateful to the incredible women who so generously opened doors and encouraged me to go further and do do better. One such women was Evelyn Myers. In 2001 I had moved back to my hometown of Dalton from Carrollton, Georgia where I’d practiced interior design for 12 years. Although I was known in Dalton as Emily Kiker, I was not known by most as Emily Morrow, the interior designer. I did however know Mrs. Myers through my own mother and in some of our exchanges, she shared some of her upcoming “design-related” endeavors. It was that same year, 2001, Evelyn Myers invited me to be a guest designer in her “Judd House Designer Showhouse”, which would provide valuable networking opportunities with our local community, other designers and architects. If not for her invitation, I might not have had the change to meet the many contacts who later became my colleagues and bosses at Shaw Industries. 

Emily Morrow Featured in Atlanta Magazine November 2001 The Judd House owned by Evelyn Myers and the Myers Family.

 

 

 

 

 

 

 

 

 

 

 

LESSONS IN RESILIENCE AND PAYING DUES

Looking back, some of my early jobs were excruciating. One example was working for a family-owned women’s wear manufacturer whose owners would inadvertently exhale their cigarette smoke into my eyes causing me to leave work many days in tears. At the same time, they also gave me the chance to work with fabrics, color-ways, and the people that would be selling the apparel across the U.S. That experience was priceless. Soon I found myself training sales persons about the designs and colors of the coming collections.

Along the way, I learned about perseverance, resilience and the importance of hard work – even when it it seemed at the time like I was being pulled in the wrong direction. Balancing competing priorities had been modeled by my mother, a fantastic entrepreneur in her own right. As I began my own journey into motherhood as an interior designer, I carried with me the power of the examples and lessons that only magnified in importance over time. 

While I loved the work I was doing, after the arrival of my firstborn William, I was inspired to take a huge leap. The result was that my own interior design business was born. It was the culmination of all that I had learned and experienced up until then – and just when I thought I had it all “balanced” along comes Mary. Juggling motherhood to two small children with an interior design business taught me how to put first things first. My first design business operated in the West Georgia area for nearly 12 years, doing both commercial and residential design projects. 

Those years allowed me the experience of putting family first. It’s a lesson I’ve tried to live by since. I learned to be a mother first and foremost, and I had the flexibility and freedom to schedule design appointments around the schedules of babysitters, mothers’ mornings out, and my children’s own evolving schedules. 

ANSWERING THE OPPORTUNITY

The women in my life have taught me so many powerful lessons that I try to pass on to those who I have had the good fortune of knowing. One of the most important things I was taught is that like doors, opportunities can open and close quickly. Recognizing the opportunities requires a certain kind of “sixth sense” to know when to take them. Unfortunately, too often opportunities can seem daunting and present themselves as “risk”.

This lesson became a huge blessing as I faced a professional crossroads in 2002. Having just become a single mother, and after operating my own interior design business for many years, I was encouraged to move into the corporate world to provide the benefits my children and I would need. While there was some risk involved (would I be able to work the corporate hours? What if my kids needed me? How could I juggle my children’s activities with my travel schedule?…and much more) it was a leap that I was well-prepared to take for my family. 

So when asked if I could direct a large group of corporate professionals and juggle continually changing business priorities, I actually laughed out loud. That had become second nature to me. For years, at any given time, I had teams of painters, carpenters, flooring installers or other tradespeople going in and out of the businesses and homes of my clients, on time and budget, all while being a mother of two. Speaking of juggling priorities, one very important project, a medical arts building was being installed the very day I was in labor with the birth of my daughter. Needless to say, both “projects” demanded my attention that day but in the end, my family was only thing that truly mattered.

THE IMPORTANCE OF FAMILY

I hope that my experience demonstrates to other women – and men – in the industry that you can prioritize family and still have an enriching and successful career. That is perhaps the most important lesson of all, and one I hope to be remembered for, the same way I remember all of the incredible wisdom and support that was shared with me.

I encourage all of us to prioritize family and to allow everything else to fall into place. Following my own advice, I opted to leave a life of constant travel while working for a massive company, to instead revel in family. I chose to instead take a moment to savor my time being a new wife, a mother, and an empty nester.

When the time was right, I again took another risk, following my instinct, and formed a new enterprise, one that would eventually become relevant to husband’s own company. Who encouraged me to take that step? It was the same woman who inspired me nearly thirty years prior, my mother.

 

 

 

 

Posted on

A trip to Africa inspires EMH 2019 by FCW Morgan Bulman

A Trip to Africa Inspires EMH 2019 Products…Originally Published in Floor Covering Weekly on Wednesday, November 14, 2018


Storyboards are essential to the design process and help Emily Morrow Finkell transform inspirations into products.

They heard it before they saw it. For several days, Emily Morrow Finkell, CEO of Emily Morrow Home, waited to witness the “Masai Mara,” a migration of nearly two million wildebeest across Africa in search of greener plains and savannas. On the second to last day of her trip to Kenya this past August, while perched atop a safari jeep with husband Don Finkell, CEO of American OEM, cameras and scopes zoomed in, Morrow Finkell saw movement across a nearby river. They felt the wildebeest hooves echo like a rumble of thunder as they took off in a blur of color — a moment that would later serve as the chief source of inspiration behind Emily Morrow Home’s 2019 hardwood collection. For a short video clip of this experience, click this link “Emily Morrow Home’s Design Journey“.

“You can see the dust, the wildebeest, the zebras and other smaller animals all getting caught up in the herd as they’re migrating. They’re giving birth, they’re dying, there’s this whole circle of life story that was the biggest key for my products,” recalled Morrow Finkell. “Our products are natural and when you bring them into your home, you’re living on them, you’re experiencing important chapters of life with them. And they’ll last, they’ll be there for it all.” 

Dalton, GA: The Emily Morrow Home collection for 2019 is twelve-SKU range of cooler browns and warmer grays, drawn from scenes Emily Morrow Finkell, CEO, observed of lion fur, zebra manes and the hides of rhinos, elephants and, of course, wildebeests. But her recent visit to Kenya isn’t the only story — a mixture of other memories and travels also appear in the upcoming collection.

For example, Paddock, a gray brown with subtle shading, ushers in sights from the Kentucky Derby. And, similar to that, Justify is a warm brown that mimics the Triple Crown-winning racehorse it’s titled after.

“The one thing I can’t not be is personal. Even when we have had designers and architects help with the inspiration, providing so much input into the products, colors or finishes, we work together on the naming process,” Morrow Finkell told FCW during a visit to Dalton. “There’s a reason behind why we do it. I think everyone likes to have a connection to a name. It makes it more memorable and we can immediately call to mind with our imagination the reasoning of the names.”

Each SKU is different, whether it comes down to an oil-rubbed look, a super dry low gloss, an ultra-micro bevel or a white plaster imitation. Yet despite the variability, there’s still some flexibility with the possibility of further customization.

“We find ourselves collaborating with a number of groups, such as for luxury high-rises, when there are times a project calls for something more unique or special to best fit that space,” said Morrow Finkell. “Everything is semi-customizable and we’re going to take that to the next level. That’s not to say that people won’t find exactly what they want with our original creations, but if our customers feel they need to make something more custom, we do have that design flexibility.”

One aspect that is the same across the collection is the addition of MorCore, which will give the floors an enhanced 3.55 mm wearlayer. The thicker platform, Morrow Finkell mentioned, is in response to designers asking for a little bit more when it came to the wearlayer, which is previously 2.5 mm thick. Both, however, also come with a “Donatella the Truffle Dog” scratch resistance.

New to the collection is the upgraded MorCore, which features a sturdy 3.5 mm wearlayer.



For Morrow Finkell, the collection now has even more to love. With a greater durability, an increased width and length, and a higher impact resistance, Emily Morrow Home wood flooring can be used for both residential and commercial undertakings. In fact, the new white oak option in taupe, which features a smooth surface and is seven inches wide, is currently being installed with Apex Wood Floors for a commercial project to elevate a luxury appliance showroom in Chicago.

“Because our products are so incredibly well-made and constructed — all the way down to the wearlayer, warranty and finishes — they can go across all categories with no issues or hesitations at all,” explained Morrow Finkell.

Morrow Finkell also suspects there will be a few winners in the new collection of twelve, but she’s excited to see the market’s real response. For her, it’s about creating something fresh, but not something so new that people can’t embrace it and put it in their own homes.

Currently, advance previews of the collection are being shared with select customers across the U.S., but is set to be fully unveiled at the Carpet One winter convention in early January with Emily Morrow Home as a vendor to CCA Global Partners, then at TISE later that month and Domotex USA in February. The collection announcements will also include EMH’s 2019 Color of the Year.

 

The 2019 hardwood collection from Emily Morrow Home will feature a product inspired by the company’s 2018 color of the year, a matte black, called Total Eclipse.