Posted on


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.


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 or Facebook, Twitter, Pinterest, Instagram, YouTube or Vimeo.

#  #  #

Posted on





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



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?”.


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.



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!






Posted on

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.