EMILY MORROW HOME HARDWOOD REIMAGINED REDEFINED REINVENTED

THE EVOLUTION OF HARDWOOD: Amazing Trends that Will Reinspire Your Love for Authentic Wood, Emily Morrow Finkell

Understanding hardwood trends requires a high level of awareness of what is being shown in multiple places and sources. It’s a never-ending cycle if you are a trend spotter. Twenty-plus years ago, hardwood flooring was mainly produced in narrow strip gunstock, red oak in high gloss finishes, and was found on the floors of McMansions and spec homes all across the U.S. … that was then, and this is now. What has transpired since has been nothing less than warp-speed innovations and changes, some due in part to all of the global and economic ups and downs, political changes, and even trade agreements. What we can deduce is that the market has been flooded with endless wood look-alikes. For this article, I will remove all the various and continually expanding categories that look like wood, and just address what is identified as genuine wood.

Wood looks began morphing after the Winter Olympics in Vancouver, British Columbia, around 2008 and 2009. If we created a timeline of this transition, it would also include runway fashion collections in various parts of the world that began to include gray and gray-beige, and no red or reddish-orange. It gradually went from high gloss to medium gloss, to now our matte finish. I’ve said it many times: if we stay in an industry long enough, you can see the pendulum swing one way, and eventually, it will swing back, always with some modernizations made to improve the original versions.

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EMH “Refined Side” a warm gray sliced white oak offers a smoother surface with textural depth and dimension that speaks more to the luxurious quality of the materials and the steps taken to reach this level of sophistication. 

Our tastes and appetites have expanded along with our digital abilities to see the world, experience world cultures, and to lurk into the living spaces of our social media friends. One cannot unsee something they like online, and thanks to the technological advances of digital media, we can “find” and “follow” the things we like more easily.

reading mobile phone beside windowFrom the days of solid, glossy, thin, gunstock planks to today’s wider, longer, matte, barn wood gray boards, homes have also changed in size. I referenced the McMansions of the 1990s and early 2000s because they were being built on spec and flipped just before our housing bubble burst. When this was happening, I was practicing interior design in custom built luxury offices and homes and eventually transitioned. in 2002 to color, style, and design development for Shaw’s carpet and hard surfaces. Large parts of the flooring products were going into the builder’s design showrooms, and as homeowners built homes to be flipped, they worked with materials like travertine and travertine nocce, which was deliberately coordinated with the carpeting and hardwood flooring.

Hardwood in those days had expanded from the gunstock strip to hand-scraped looks. The scraped looks became “the big thing” as it offered homeowners and designers something different and new that they had not seen before in flooring options. This innovation served as a catalyst for other similar changes across the other flooring categories. We saw Berber flecks and heathered tweeds introduced in carpeting and a lessening of gloss and shine of the fibers. All of these colors fell within the neutral zone of warm golden- and red-based beiges. In hardwood, it was frequently called cider. Once the hand-scraped looks were knocked off by the cheap look-alikes, eventually and slowly, consumers started looking for something new.

That is until the recession hit and all bets were off. We hit the pause button on our taste evolution except to say we all migrated to the safe zones. Consumers’ big investments moved from home improvements to wardrobe improvements to maintain much-needed jobs in a tough market or to interview for new jobs. Wardrobes became a sensible mix of black, navy blue for reliability, and gray for safe and non-threatening career colors. The grays and navy blues in fashion were so new that the surrounding segments of shoes and accessories had to run to catch up with the clothing. The same changes occurred in the interiors market. Many designers had been let go or had evolved from residential to commercial interiors, taking with them their tastes and strengths.

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“Meet your new best friend, neutral gray”

This is when and where we our new best friend, neutral gray… Get to know it because it’s not going away and will be staying for a while. With this influx of gray, we saw a tidal wave of looks and visuals in furnishings and flooring to match.

Without a doubt, we all fell in love with the looks of Restoration Hardware. Practically everyone received the stacks of massive catalogs beautifully designed to showcase the practicality and beauty of greige, reclaimed wood, and rustic metallics. We saw flooring in these shelter catalogs that looked different from those in our homes of that time, all of a sudden creating an urge to update our looks, finally moving homeowners to make an investment in their homes that they’d fought hard to keep from losing during the housing bubble, and held tightly to their budgets for as long as possible.

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Emily Morrow Home’s “Suddenly Sonoma” luxury engineered flooring.

The channels to pay attention to had gone from the builders market to retail replacement. Not suddenly, but eventually, we had homeowners looking for higher- end materials for their homes that they’d decided they not only were happy to own, but also wanted to make very personal choices of ways to upgrade its interior.

We saw the launch of upscale programs and collections at price points not seen before, sophisticated de-lustered matte hardwood styles that were clear of most character, in reclaimed grays and gray-browns.

These looks were not hand-scraped, but clean and smooth-ish, not narrow, but mixed widths of three, five, and seven inches to recreate the look of reclaimed at affordable price points with all the bells and whistles of engineered hardwood flooring. Consumers were able to buy hardwood looks in new engineered hardwood introductions that historically were unattainable in solid wood plank because of engineered hardwood’s versatility, multi-ply construction, and superior dimensional stability.

Thanks to advancements in engineered hardwood flooring, consumers were
able to use hardwood flooring on slab construction, in basements, and over radiant heated floors, and to find faces in veneers that efficiently used species that would not ordinarily have been available to the average consumer.

Homeowners were delighted to finally replace aged carpet that looked tired, finally releasing pent-up appetites to the plethora of hardwood flooring styles. Here’s when we see carpet lose significant market share to hardwood flooring, and solid hardwood flooring losing position to engineered hardwood flooring, significantly causing all the big companies to shift focus and attention from mostly carpet to more hardwood, specifically engineered hardwood. We saw companies make capital investments in hardwood manufacturing across the country and the world.

What’s next?

There has recently been a refinement of design styles. In the U.S., we have evolved from the travertine nocce of the pre-recession era to the timeless and classic Carrara marble’s white-and-gray veining and other similar Carrara-looking composite and natural stones. these interior design refinements are impacting a majority of our hardwood flooring

and furniture finishes. That does include special effects, some perhaps so subtle the human eye can barely perceive what it is other than it is beautiful and new. Look to the leaders of special effects, lighting, and accessories companies for these effects, coming soon to a floor near you.

Expect to see more magazine and online editorials about American-made and American-sourced products. In speaking and meeting with members of the media, I hear over and over that readers and viewers want to know where they can nd American-made home products.

Made In USA Flag Barcode On White
All of Emily Morrow Home Hardwood is sourced and made in the USA by American OEM in the heart of Tennessee where there’s an abundance of hardwood forests that are responsibly forested for future generations to enjoy.

We can also expect to see darker matte black accents as the opposing trend to the white- filled, cerused, sliced, white oak hardwood grain. There will be an expansion of existing trends; grays will continue to expand into silvery-effects, warm-gold accented grays, and even some more flaxen-gold clean white oak hardwoods for more of the blank canvas options. We will continue to see our skilled and talented installers and designers create more parquetry projects as herringbones and chevrons grow across the U.S..

Homeowners who want to invest in their homes will be specific about purchasing 100 percent genuine hardwood because nothing else looks, sounds, feels, and even smells, quite like hardwood.

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Maritime by Emily Morrow Home 

Emily Morrow Finkell is an interior designer and CEO of Emily Morrow Home, a subsidiary of EF Floors & Design, LLC in Dalton, Georgia, a provider of hardwood floors and furnishings and an NWFA design contributor. She can be reached by email at emily@emilymorrowhome.com or 1.866.775.3877. Text “EmilyMorrow” to 96000 for a brief glimpse into the luxurious collection of EMH hardwood flooring.

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Spring 2018

Emily Morrow Finkell for NWFA Magazine: What’s Your Herringbone IQ? Designs in Hardwood Flooring

Why we love herringbone? Emily of Emily Morrow Home Hardwood explains

Looking through all the endless iterations of hardwood flooring, hardwood “looks” and all the porcelain tiles can cause one to get inspiration overload, especially if you’re looking at it from “outside” our industry. Even professional designers sometimes are overwhelmed by the variety and need some guidance to what’s hot. Let’s test your knowledge on the various designs in hardwood installations that are trending today.

For instance, did you know that the herringbone was used a far back as in Roman times as road pavers? I’ve referenced in previous design articles that the Palace of Versailles fueled my love and appreciation for the herringbone floors as it speaks to the timelessness and classic beauty of not only hardwood floors but also of herringbone hardwood floors. In researching for some of this material, my husband and in-house expert of hardwood flooring Don Finkell questioned what I meant by my claim that “herringbone” was stronger than other types of installation types. He, an architect, and I, an interior designer and part of a multigenerational family commercial construction business, decided this was a fair statement and did a deep dive into the reasons “why”.

Herringbone is a very stable installation type to use for hardwood floors (or road pavers) by design, wherein each of the sides push against the others at an angle and allow for expansion and contraction under weight or traffic. For example, the length of the wood “paver” was not overly large and easier to cut and work with than large planks for laborers or skilled artisans. There’s even more reason why herringbone and other parquetry was used. Practical reasons oftentimes explain the presence of certain things found in historic construction of homes and buildings. The angular installation of the herringbone allows for uneven subfloors or earthen road beds. It can undulate over the highs and lows with little concern for trip-hazards. Today and always, herringbone floors speaks to elegance or pattern play and always makes an interior feel extraordinary. We can find it and its “cousins” chevron and double herringbone all around us, in backsplash tiles, in textiles, inside fireplaces and more.

 

Parquet patterns - collection of most popular flooring samples with names - isolated outline vector illustration on white background.
Parquet patterns – collection of most popular hardwood flooring samples

With that in mind, here we are with the low-down on all that and more. Hardwood flooring has never had so much “sex appeal”, and curb appeal, as it does today. Every type of material is mimicking the lovely “bois” pattern…and patterns that are similar to wood grain, such as zebra, chevron and watermarked, are very much in vogue in both interiors and fashion. We can’t help ourselves when it comes to zigs and zags in wood and fabric. Herringbone for instance goes back to ancient Egypt where woven twill fabrics were discovered (Herringbone: Dropping Knowledge | GQ ) and its impossible not to notice the herringbone wood in iconic architecture like The Palace at Versailles. Currently there are endless herringbone and chevron flooring designs in VCT, rigid core product, porcelain, laminate and of course hardwood itself. For the winning look, hardwood takes first place although the other look-alikes offer consumers a high-end look at a great price point.

Why are we seeing so many interior designers and homeowners install herringbone hardwood? It is an excellent way for designers to set their projects and portfolios apart from the other designers, and homeowners love the look. Herringbone hardwood flooring makes a large design statement of elegance and timelessness at first glance… it’s certainly not a “spec house” look found in all your neighborhood’s other homes. Furthermore, herringbone floors are just busy enough, especially in open floor plans, that they create depth, dimension and visual excitement. In small spaces like entries and foyers, the zig-zag design visually leads the eye across the threshold into the desired space. What professional designers and skilled installers know is this, herringbone flooring can add to the value of the home, and depending on the quality of the product itself and the direction of the installation, it can actually wear better longer due to the fact that the traffic is going over the strongest parts of the board.

“These classic parquet floors are always in style” by,“For a twist on standard hardwood flooring, try a classic chevron or herringbone pattern—the parquet styles have been around for more than a century. Choosing between the two comes down to personal taste: Chevron planks meet in perfect points like a long string of arrows, while herringbone planks look slightly staggered. Often found in formal living rooms, dining rooms, and entrance halls, both of these elegant zigzag designs elevate a room from the ground up.” 24 Elegant Chevron and Herringbone Flooring Ideas Photos | Architectural Digest     

In looking at all the most beautiful herringbone installations published in shelter and design magazines, it’s apparent that the installers are genuine artists in how they are using depths of color, lightness and darkness, and direction to make the installations fit the style of the interior. From a traditional English manor home, a Bel Air, California residence to a modern Scandinavian apartment, the floor’s metamorphosis is inspiring. The creative magic happens because you can intermix the planks and produce any style or pattern dependent upon your installer’s ability.

One important thing to make note of when looking at floors as a life-long career, you’ll see all levels of quality of flooring. Ask yourself why carpet got a bad wrap or why people covered the hardwood floors in the 70’s only to uncover them in the 90’s…American consumers love change and are far too quick to trash something that would be cherished and well-maintained in Europe, so we’re losing that sense of what “quality” flooring looks and feels like. We have, generally speaking, opted for cheaper imports simply for the sake of something new when we could have spent just a little more money and or time, invested in superior American-made hardwood flooring that can last a lifetime, or multiple lifetimes, if you so desire.

It’s easy to be captivated by the wide range of installation configurations in hardwood but, without doubt, the biggest story is in the herringbone and chevron. I’ve observed design influencers around the world being wooed by the opulence of well-made, well designed hardwood boards, oftentimes getting down on their knees to feel the wood grain’s texture, contoured edges and overall finish. Listening in on design professionals discussing how they could include hardwood boards in their design plan makes it all worthwhile and gives me hope that hardwood will never go out of style. The look, the feel, the sound and especially the scent of hardwood can’t be duplicated by any other type of flooring in the world.

 

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Be a part of the E|M|H Instagram #VoteEmily Contest & Visit us at Surfaces Booth #665

Good news is hard to keep and we have lots of great news to share. Check out our latest updates which include details about our 2018 E|M|H Color of the Year “Matte Black” as well as our new national ad in Floor Covering Weekly below.

Surfaces 2018 is just days away. Things are bustling around here as we pack up our beautiful new luxury hardwood products that are sure to wow and inspire you. We would like to personally invite you to visit our space, located within the American OEM/Hearthwood Booth #665, to view our new products.

This year, Emily Morrow Home is a nominee in the Dealers Choice Awards in both the Merchandising and Hardwood categories. We humbly ask that you vote for Emily Morrow Home by visiting the Floor Covering Weekly booth #813. Your vote means the world to us and our growing brand.

The link to be a part of the Instagram FCW #VoteEmily contest is emilymorrowhome.com/contest
Please share this link with others who will be at Surfaces so they can go #VoteEmily too!

We can’t wait to see you and get your feedback on all that we’ve been creating.

Cheers,

Emily Morrow Finkell
EMILYMORROWHOME.com
PRESS RELEASE: The Emily Morrow Home Launches Home Décor Shopping Site release was deployed through the newswire on Wednesday morning.

So far, in the first 24 hours, it has run in 244 publications/websites nationwide with a total potential audience of 81.7 Million.
https://hardwoodfloorsmag.com/2018/01/24/emily-morrow-home-launches-home-decor-shopping-site/

https://www.bizjournals.com/atlanta/prnewswire/press_releases/Georgia/2018/01/24/PH96176

http://www.thecwprov.com/story/37337847/emily-morrow-home-launches-home-decor-shopping-site

https://www.marketwatch.com/story/emily-morrow-home-launches-home-decor-shopping-site-2018-01-24

https://finance.yahoo.com/news/emily-morrow-home-launches-home-133000303.html

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Design Spectator: Wood is Good

Floor Covering Weekly, Style & Design: “Wood is Good” http://www.floorcoveringweekly.com/main/style-design/wood-is-good-15876.aspx

A few years ago, I was invited to serve on a panel to judge final projects of senior interior design students, many of whom were directed to use sustainable materials.

While evaluating the projects, one student was reprimanded by the professor for not specifying “reclaimed” wood, bamboo or cork but rather a new North American hardwood floor. While I congratulated the student for choosing wood floors — it was responsibly procured from North American forests and made in the U.S.A. — the professor’s misinformed argument was that wood is not in plentiful supply. Here in the U.S., however, that is not true.

While there seems to be a basic understanding among consumers that hardwood can help increase a home’s value, like the professor, there remains a degree of confusion when it comes to some hardwood basics — such as the difference between engineered hardwood, solid hardwood, laminate or resilient as well as what makes one flooring type more sustainable than another. When responsibly harvested and procured, wood is indeed a sustainable choice. (For more information, visit the National Wood Flooring Association at nwfa.org and the Forestry Stewardship Council at us.fsc.org/en-us.)

While industry terms can often be too technical for consumers, the state-of-the-art technology now being used to create flooring is also causing some confusion — almost any surface can be made, for example, to look like wood, including laminate, vinyl and even tile.

What consumers do know is the look, feel and even the smell of hardwood is appealing and they admire the craftsmanship that has created beautiful interiors for centuries. Pictured below is a look at hardwood floors showcased in some of France’s most renowned buildings, such as Versailles.

If you have a chance to go to the link for Michael Green’s talk about building skyscrapers of wood at TED 2013, you’ll be rewarded. It’s a brief and inspiring talk that will leave you with a renewed love and appreciation for the beauty of wood as a building material.
http://on.ted.com/MichaelGreen

We’ve talked a lot about the warmth, character and quality that wood brings to interiors, but what we haven’t considered enough is the fact that its’s truly good to use wood..good, as in good for us. In his TED talk, Michael Green says “Wood gives Mother Nature fingerprints in our buildings…and makes our buildings connect with us through nature”…”that it’s the only building material that is grown by the sun…and has an amazing capacity to store carbon.”

I hope many will find gratification in knowing that our North American forests are responsibly forested, are providing jobs and building materials that are not only beautiful but are so “good” in infinite ways. It’s no wonder we see consumers and designers drawn to all things wood or wood-inspired. Wood, it does us all good!

DESIGN SPECTATOR: Wood is Good

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“Retail Research” in Paris…loved their use of wood floors in the high end retail spaces

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The Ralph Lauren store in Paris featured endless distressed wood elements for merchandising their pieces.
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Another close up at the Ralph Lauren Store Paris…
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yet another distressed wood detail in Ralph Lauren Paris.
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The Hermes Store in Paris…uses wood sculpturally and elegantly
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The Hermes Store in Paris is completely inspiring
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One of the places we stayed in Normandy was this elegant chateau “Chateau La Cheneviere” which had stunning wood floors…
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Another angle of the beautiful floors inside Chateau La Cheneviere
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yet another …leading into the dining room of Chateau La Cheneviere…

Thank you!

Emily Morrow Finkell

EMILYMORROWHOME.com

Emily Morrow Finkell

CEO EF Floors & Design, LLC

Emily Morrow Home: Hardwood & Decor Est. Fall 2015

Professional Commercial & Residential Interior Design since 1989

Allied Member ASID

855 Abutment Road Suite 3

Dalton, Georgia 30720

Office 1-866-775-3877

‘Home Town’ strong with United Way Women’s Leadership Council | Lifestyles | dailycitizen.news

It was a huge honor and pleasure to be a part of this wonderful and inspiring luncheon with HGTV’s Erin & Ben Napier, hosted by United Way Women’s Leadership Council…Congratulations and thank yous go out to Amanda Burt, Andrea Ross, Dixie Kinnard, Lynn Whitworth, Brenda Knowles and all the other talented people involved in coordinating and planning the day! I am so proud of #MYHOMETOWN Dalton, Georgia.

United Way of Northwest Georgia’s Women’s Leadership Council held its sixth annual Spring Symposium on April 18 at Walnut Hill Farm. Erin and Ben Napier from HGTV’s “Home Town”
— Read on www.dailycitizen.news/content/tncms/live/

United Way of Northwest Georgia’s Women’s Leadership Council held its sixth annual Spring Symposium on April 18 at Walnut Hill Farm. Erin and Ben Napier from HGTV’s “Home Town” were the featured speakers.

United Way Board Member Emily Finkell of Emily Morrow Home facilitated the event with 250 in attendance. Patti Renz, United Way board member and realtor at Coldwell Banker Kinard Realty, and Marianne Murry, United Way Volunteer Center Council member and director of marketing at Engineered Floors, shared their journey to join United Way’s Women’s Leadership Council.

Erin and Ben Napier live and restore homes in small town Mississippi. When they aren’t renovating homes, the couple and four of their best friends sell heirloom wares and durable goods at their made in the USA shop, Laurel Mercantile Co. Erin and Ben reside in Laurel, Miss., believing quality of life is best in a small town.

United Way of Northwest Georgia’s Women’s Leadership Council invited the Napiers to share their passion for revitalizing small towns and products made in America. Their dedication to improving their home town is perfectly aligned with United Way’s commitment to building a better community and enhancing quality of life.

Erin and Ben’s journey to becoming stars of their HGTV show was a bit of an accident as they were discovered on Instagram. However, their commitment to making their hometown of Laurel a great place to live was very intentional. When they began sharing the story of Laurel, they realized that there were a lot of perceived problems that didn’t really exist. It was really all about perception, and perception can be changed. Erin stated, “I started painting this picture of Laurel the way I saw it, as a beautiful town to live and raise a family in.” She began sharing photos of the exciting things they were doing in Laurel, and people took notice. Eventually, the Napiers were approached about hosting a show on HGTV and the rest is history.

“The discussion led by Emily Finkell was perfect for our community as we look to the future and seek ways to make our community a better place and more appealing for both residents and prospective residents,” United Way President Amanda Burt said. “The Napiers shared many great truths that spoke to our community. Their home town of Laurel, Miss., evolved because of the industry, much like our own community. They are strong advocates of American manufacturing and shared that anyone who is serious about revitalizing small towns has to be serious about American manufacturing. ”

The Napiers made sure to explain that change doesn’t happen overnight. They shared that an overnight success takes 10 years. Part of that, they explained, is looking at where you want to be in three to four years and listening to and only saying yes to things that will get you there.

There is a role for everyone to play. The revitalization of their town took many people with very different backgrounds and talents working together to accomplish their shared goal of making their town great. It also takes boldness. Erin mentioned that one of her favorite quotes is “The ones who say it can’t be fixed are the ones who need to get out of the way.” Their entire message boils down to this: we are the ones who decide how our community looks. As Finkell said, “We are all ambassadors for our hometown.”

This year’s Spring Symposium would not have been possible without generous sponsors. United Way thanks the following sponsors:

Gold Level

• Engineered Floors

• Debbie Macon

• Shaw Industries Women’s Innovation Network

• Textile Rubber and Chemical Co. Inc.

Silver Level

• Coldwell Banker Kinard Realty

• Emily Morrow Home

• Dixie Kinard

• Kim L. Woods Construction Inc.

• Simply Outrageous

• Walnut Hill Farm

• The Yellow Bird

For more information on United Way’s Women’s Leadership Council contact amy.ross@ourunitedway.org or call (706) 876-2552

Something to Bark About…A Dog’s Life, Emily Morrow Finkell for NWFA Hardwood Floors Magazine 

https://hardwoodfloorsmag.com/2017/03/28/a-dogs-life/
Every dog has its day…right? These days it seems as if dogs are living the high life. We’ve seen a growing number of adorable pooches who have their own Instagram and Facebook profile pages as well as a large following. Everywhere I’ve traveled recently, it’s been easy to find hotels that are “pet friendly” complete with dog treats and courtesy leashes in the lobbies.

This past week, I listened to some entertaining “dog tales” from the National Wood Flooring Association team about Michael Martin’s dog “Woodrow Forest Barker” aka “Woody”. He’s become the NWFA’s adored mascot. As the NWFA team told cute stories on Woody, I couldn’t help but think there are a lot of “Woodys” out there who hold special places in the hearts of the homeowners who are also choosing furnishings and flooring for their homes.

“Woody” Barker Forest

Homeowners are now designing their own spaces around the needs of pets and are choosing products for their home that will live up to the daily wear of tiny (or large) paws. If you spend any time searching HGTV.com, Pinterest or Houzz you will easily find posted photos of “pet projects” which feature custom-tiled dog bathing areas, comfy indoor air-conditioned and heated kennels fit for a king or a King Charles Spaniel. Beyond “dog specific” areas, the human-occupied spaces also include custom details like built-in dog feeding areas within the kitchen cabinets and fashionable dog sofas and beds with cushions upholstered in colorfully patterned fabrics. Speaking of fabric, check out the expansive selection of upholstery fabrics by companies like Sunbrella, Crypton and other “performance” brands. For years, the family dog wasn’t allowed on the furniture becasue of the damage it could cause but now the upholstery choices are made based on what would be “pet friendly” and easily cleaned. Now the family dog might have its own sofa covered in Crypton fabric with designs by either “William Wegman” or “Thibaut”.

According to a 2015-2016 survey conducted by the APPA, sixty-five percent of U.S. households, or about 79.7 million families, own a pet. The pet industry is expected to surpass its $62 billion dollar record set in 2016 according to the American Pet Products Association. “The pet humanization trend is alive and well and continues to drive growth at the premium end of the market,” said Bob Vetere, CEO of APPA. “As millennials prepare to take the reins from the baby boomer generation as the primary demographic of pet owners, they stand to further develop this trend.” Pet owners are a very diverse group of consumers. Young singles, newly married couples, young familes, empty nesters, retired seniors are just some of the types who are dog owners. Regardless of the age or phase in life, dogs enhance our lives in some wonderful ways.Whether it’s young professionals or retired seniors who otherwise would live alone, they feel that owning a dog is an ideal solution. Pet ownership can provide for social opportunities with other pet owners. Pets, especially dogs, can help you connect with other people, helping reduce stress, loneliness and giving a sense of responsibility and sense of purpose which contributes to overall well-being.

We’ve witnessed the influx of “Pet Protect” carpet, resilient and WPC flooring over the past few years as the demand for products that perform has continued to grow. It goes without saying that stone, porcelain, ceramic tile, LVT, WPC are easier maintenance for cleaning up not only spills but also pet accidents and muddy paws. Don’t forget though that there are endless hardwood floor options which are incredibly durable and stand up to daily wear quite impressively. Aluminum oxide finishes have elimated a large percentage of typical surface scratches and current flooring trends happen to include many species like white oak and hickory species which are inherently harder than others. Further current hardwood trends such as low to zero-gloss, face-sawn, wire-brushed and various other hand-scraping techniques make for a very forgiving flooring aesthetic as compared to the higher gloss smooth wood floors of the twenty years ago. Suffice it to say, homeowners need not compromise on the style or quality of their hardwood floors if they have a dog to consider, merely to be cognizant of the wood species, the type of finish, UV or oil-rubbed, as well as adhering to the manufacturers recommended maintenance for cleaning.

As we move into this economy which follows the recent presidential election, we’ll continue to see the introduction of more and more pet services, pet-centric products and pet-home products. Hopefully we will also see more hardwood flooring companies provide comprehensive and relevant information to consumers on dog-friendly products.

http://media.americanpetproducts.org/press.php?include=146062

http://fortune.com/2016/08/26/pet-industry/

http://www.traditionalhome.com/design/decorating-ideas-making-pet-friendly-home

http://www.hgtv.com/design/decorating/design-101/13-tips-for-a-stylish-and-pet-friendly-space-pictures

http://www.hgtv.com/design/decorating/design-101/9-tips-for-a-chic-pet-friendly-home

http://crypton.com/something-to-bark-about/

FCW The Green Mile: Don Finkell talks sustainability in hardwood flooring  

This Floor Covering Weekly article is too good not to share. There are so many reasons to specify authentic hardwood flooring, especially when it’s our luxurious 5/8″ thick, sliced Emily Morrow Home engineered hardwood flooring proudly made in Tennessee.

 

 

By, Amy Rush-Imber: The Green Mile: Don Finkell talks sustainability.

[Burns, Tenn.] Don Finkell, CEO of American OEM, has been a champion of sustainable practices, particularly in the hardwood category, long before it was commonplace in the floor covering industry. He was, in fact, honored with FCW’s GreenStep Pinnacle Environmental Leadership Award in the program’s debut year 2009.

Finkell was recognized for his work as the chairman of the National Wood Flooring Association’s (NWFA) Environment Committee where he lobbied for the passing of the Lacey Act and helped develop the Responsible Procurement Program. And while these were not conversations spoken of industry-wide, he had the sense that they were necessary.

“I thought there was an opportunity to sell environmentally-conscious wood flooring products,” he said, noting that he got involved in the FSC in the mid- 90s.

Back then, Finkell was involved in procuring product from around the world. “I was fascinated by all the wood species and their looks,” he said, adding, “There were some people out there sounding the alarm on what was going on in the tropics. I started thinking about what was going on in the industry.”

Taking it to the streets
Armed with new-found knowledge, Finkell created a presentation called Seeking Sustainability that charted what was going on around the world in key forests. “I showed it to environmental groups trying to get to something that we could all agree was correct. The Hardwood Federation’s mood was to keep environmental issues far away from us. It was a different kind of environment then but we came out of it, despite the antagonistic relationship with environmental groups. We have a good story here in the U.S., especially in comparison to other parts of the world,” Finkell explained.

He also met with the NWFA board. “I said that, at the very least, we need to be against illegal logging. Everyone agreed and they formed an environmental committee (for which he became chair),” Finkell said, adding that combating illegal logging was a key target because, “It was something we would regret as human kind if all these wonderful forests were just gone — some are already gone and will probably never be back. But it occurred to me too that our product is 60 percent to 70 percent the cost of wood and if people can buy it cheaper or steal it, we would have issues.”

 

“The Lacey act needs to be enforced. Most of the enforcement with the Lacey Act has been environmental groups worrying about certain species. They’ve been courageous but our government needs to help.” – Don Finkell

Finkell’s green journey took him to Capitol Hill and the ITC on a number of occasions — first to lobby for the Lacy Act and then later for parity. “It’s hard to know what’s happening on the other side of the world. Here in America, the anti-trust laws are such that companies are restricted and unable to collaborate much. In China, the industry is very collaborative and the government is active in setting strategy. I worry that we are fundamentally in a non-competitive situation.” But while he looks to level the playing field, it’s illegal logging that remains his biggest concern.

Pushing forward
The many efforts, however, have resulted in progress. “I think the biggest thing in the U.S. is that with the Lacey Act, the U.S. took a leadership position on illegal logging and other major countries, including those in the E.U., have passed Lacey-type laws. In Japan and in Australia, too. Its created a worldwide effort to stop illegal logging and caused people to be aware of it.”

The other change Finkell has seen take hold is around the misconception of cutting trees down in general, even for himself. “When I first came into business, I thought cutting a tree was bad. Before I agreed to go to work at Anderson, I asked that question and went through a several months process going through forests. I came to the conclusion completely erroneous. The U.S. is in good position to grow back. I think one of the bigger achievements we’ve accomplished as an industry is that American hardwoods are recognized as a good environmental choice.”

“I think some of the things that FCW did at time of the Lacey Act gave it good press and had a hand in getting it passed. And the GreenStep Awards have created a whole movement.” – Don Finkell

Finkell also applauds the work being done by some of the industry’s biggest flooring providers. “Good things have happened — major companies like Shaw and Mohawk now do very rigorous due diligence around products that are coming in. It’s pretty extensive. For those that have a brand to protect, they are very diligent. You still have renegades but the big guys are really doing it right,” he said, adding, “I used to feel like the lone guy out there crying wolf. But now there are detail-oriented people out there with check lists. It’s taken on a life of its own, and that’s a very good thing.”

Home Grown
In 2014, Don Finkell launched a new hardwood flooring provider, American OEM, shaped in part by his experiences and understanding of the global hardwood market.

“I wanted to have an American alternative to private labeling products (from other countries). America used to lead in style and design but the Chinese kind of got ahead. We would be 100 percent American sourced, American wood and American made. And we would be innovative with longer, wider boards that weren’t already being met by American made.”

 

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Made In USA Flag  Barcode On White
Made in USA

 

 

 

 

 

 

Facing the Giants with Joy & Love as your Weapons

Facing The Giants, Kiker Morrow Finkell Foundation for Cancer Care

“Emily Morrow Home was established in the fall of 2015 to merge my professional passions with my newly married life in a way that dovetailed and complemented the two worlds. In July of 2017, on my 50th birthday and 15 year anniversary of being Cancer free, the Kiker Morrow Finkell Foundation for Cancer Care was founded to be an integral part of my company.
This past Christmas, our foundation, with the guidance and help of another nonprofit organization, was able to help make Christmas happier and brighter for a family whose mom was going through her own cancer diagnosis and treatments. Tying my enterprise to a cause that is so personally meaningful is motivating in so many ways. It’s a testament that love can live in business and a challenge to all of us to do more good. This is my story.”

Facing The Giants, Kiker Morrow Finkell Foundation for Cancer Care

The saying “Don’t sweat the small stuff” is one of my favorite sayings. In fact I used it just today and can’t help but smile each time the words pass my lips. Why you may ask, it’s  because it serves as a reminder that there so many things most people “sweat” and stress over that really don’t phase me much. In 1997, a book was published using the quote as its title, “Don’t Sweat the Small Stuff” written by Richard Carlson, and it was followed up with a sequel “What About the Big Stuff?” in 2002. In short, the books’ messages are: 1) don’t waste valuable mental energy worrying about things beyond your control that haven’t happened yet; and 2) there are some big things in life that one should worry about when it happens, the biggies, death, divorce, illness and other similar life-changing events. Suffice it to say, being the “over-achiever” that I am, I checked off a few of the “biggies” within one year of my life, and lived to tell the tale. One of the biggest that I faced was the big “C” word, cancer. When faced with the big stuff, the giants in life we don’t know if or how we’ll have the means to get through it…we don’t know what we’re made of until after our “mettle is tested”.

At age 35, while going through a major life-changing event, starting a career with a wonderful company, PatCraft, I found a lump in my breast which was ultimately diagnosed as “malignant”. My first thoughts were solely around my two children who were ages nine and five at the time…who would care for them if the worst happened to me…all the while stating emphatically “I’m going to be just fine”. The diagnosis and subsequent surgeries, treatments, experiences and expenses did not define me…they did however reveal to me the inner God-given strengths and blessings in my life. For starters, I already loved and cherished my family but never before had I realized that without them, my children could somehow suffer as a result of my medical condition. As a newly single mom, new to the corporate world, new to being head of household and new to having the entire weight of my children’s world on my shoulders, I surprisingly felt the load lightened without ever having to ask, a weight lifted by my family. We made it through that year and believe it or not, today we don’t look back with sadness. My children and I look back in awe at the joy we felt, at the happiness and peace we were given and at the indescribable feeling we experienced as a direct result of friends’ and families’ prayers and encouragement. Each morning before leaving our driveway for school and work, I’d say “What do we choose today?…We choose JOY!”. That year was our first Christmas as a family of three and I was in my final days of chemotherapy treatments. As you might imagine, treatments can leave your body feeling fatigued and I was also feeling mentally and emotionally drained by the weekends. My mother never failed to come and literally look at me “eyeball to eyeball” to see how I was doing. On one particular weekend she came to see what gifts I needed for my children’s Christmas. I had not done any shopping, this was before Amazon.com, and once she saw my defeated expression, she knew what had to be done. She said “put on your wig, we are going shopping”…and that is just what we did.

Each year since then, not only did I get stronger, but my children grew wiser and more mature…and the story of how “Grandmommy saved Christmas” became one of our Christmas morning traditions. What would have happened to us if my family hadn’t been there in our times of need? What happens to families who don’t have “Grandmommy” or a secure job with medical insurance like mine at PatCraft? These questions have haunted me over the years and it was not until my 50th birthday and my 15th Cancer-free Anniversary that I decided to do something meaningful about getting those questions answered. In July of 2017 The Kiker Morrow Finkell Foundation for Cancer Care was founded to be an integral part of the Emily Morrow Home. To me, each entity is as significant as the other…each entity serves a greater purpose. Emily Morrow Home was established in the fall of 2015 to merge my professional passions with my newly married life in a way that dove-tailed and complemented the two worlds. This past Christmas our foundation, with the guidance and help of another organization, was able to make Christmas happier and brighter for a family whose mommy was going through her own cancer diagnosis and treatments. Tying my enterprise to a cause that is so personally meaningful helps make it all the more of a challenge to see it succeed and grow, knowing first that there must be a thriving business before “proceeds” can go to a cause. The definition of “what success is” does become a little sweeter and the end result, as the enterprise grows and succeeds, is a blessing to many!

https://www.emilymorrowhome.com/kiker-morrow-finkell-foundation-for-cancer-care/

Emily Morrow Home Hardwood & Christopher Grubb of HouseTipster

http://youtu.be/6n2SrFzv6pE

House Tipster: Published on Feb 21, 2018

At her debut showing at The International Surface Event (TISE), Emily Morrow Finkell, owner of Emily Morrow Home, spoke with House Tipster and renowned interior designer Christopher Grubb about her show-stopping, award-nominated hardwood collection.

Happy Spring to the friends of Emily Morrow Home,

It was wonderful meeting Christopher Grubb at TISE2018 and being a part of HouseTipster’s Surfaces interviews!!! HouseTipster is both a written and video based content website catering to trade professionals and consumers, looking for home design information and inspiration.

Find out more about us at www.emilymorrowhome.com for USA-made Luxury Hardwood Flooring Inspiration

Text us for your digital samples @96-000 and send the style words of the month “Maritime” or “AuthenticLuxury”…or find us at

https://www.emilymorrowhome.com/product-category/flooring/ and be sure to request your unique dealer or distributor login ID.

Emily Morrow Finkell

EMILYMORROWHOME.com

1-888-775-3877 toll free

https://www.youtube.com/watch?v=6n2SrFzv6pE

https://housetipster.com

“My products are made for and by the discerning luxury female consumer, and my story sets the brand apart from the brushed metal logo to the dramatic photography. – Emily Morrow Finkell”

Emily Morrow Finkell: How Personalization Cuts the Noise and Equates to Sales

As we look forward to 2018 trends, the themes of personalization and storytelling still remain prevalent as consumers work to weed through all of the static and noise on social media—to find people and brands that allow them to authentically connect. When we look at the positioning and language that major brands use in their marketing materials, it’s difficult to feel like a real person is behind the scenes. I’m oftentimes left wondering, “Does this brand really care about me, my family and my needs?”
Interior Of Busy Design Office With Staff
What most people want and need are solutions to their unique challenges or problems.
Because of the barrage of information, promises and claims in the digital realm, in particular, consumers are wondering who they can really trust. Research from Mashable.com shows us that Millennials are 50% more likely to trust user-generated content, because the stories are told by actual people with real lives. Trust is built with transparency and authenticity- the reassurance that this brand has invested in the time to really get me.
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After thirteen years as the director of color, style and design for Shaw Floors carpet and hard surface, I had time to really reflect on what the consumer wanted in her home. Countless designer summits, conversations with industry colleagues and deep dives into industry data shaped my perspective. And two years ago when the time felt right to begin my own endeavor, Emily Morrow HOME, I knew that a personalized story had to be the heartbeat. Never having pursued anything half-heartedly, I knew this endeavor was especially important. This step was the beginning to a saga which involved all that I cherish…faith, family, design, travel and connecting these seemingly disparate parts into beautiful products for the home.
My life is a quilt that’s pieced from a beautiful combination of my commitment to family, a rich Dalton-based heritage, a lifetime in the design industry, a love of travel, an appreciation for culture—and the list goes on and on. The components that make up my perspective and my story are unique… every board and plank from the Emily Morrow HOME collection represents my viewpoint. The marketing materials are designed to communicate my personal experiences with vibrant visuals and rich story-based content, engaging the senses and evoking emotions that connect on a very human level. My products are made for and by the discerning luxury female consumer, and my story sets the brand apart from the brushed metal logo to the dramatic photography. When the story is your life and your love, it doesn’t get more authentic than that, and the consumer instantly connects.
As we all look forward to a fruitful and successful 2018, I beg the question, “What is your story?” When in the market for flooring, she is faced with so much noise. With so many brands and retailers fighting for her attention, ask yourself how you set your business apart to build trust by telling your own unique story in the marketplace. Decide how your unique life experiences magnify themselves into brand attributes that build affinity for your brand versus the competitor. Once you’ve written this story, brainstorm how to communicate it through your website, social media, video and in your community.
Another piece of my quilt is that I’m a breast cancer survivor. Supporting the cause through the Kiker Morrow Finkell Breast Cancer Foundation has become cornerstone to my business philosophy and goals. Not only is it an important cause, but it gives me a platform to tell my story- while connecting with others. In 2018, just be your authentic self—because today’s seasoned and savvy consumer expects it.

E|M|H: Our First Featured Designer Spotlight  

It’s beginning to look and feel like “spring” here in Georgia…and with this beautiful sunshine, our thoughts turn to tackling home improvements and design projects, doesn’t everyone’s? We want to help you with inspiring and informing your customers and clients in meaningful ways, perfectly suited to your unique needs. Please let me know what you want and need.

In April, Emily Morrow Home and team will be hosting a Design Summit in Nashville, Tennessee for discussions and presentations of current design trends as well as presenting the coming mega-trends that I recently shared in Dallas, Texas at the CCA Global Carpet One National Convention. It was there that we launched the Emily Morrow Home 2018 Color of the Year, Matte Black. Stay tuned for more details on this Design Summit.

We are going to be hosting regular designer spotlights that we’ll share with you throughout the year. You’ll see and get to know both residential and commercial designers, all of whom share insights and details about their projects as well as their perspectives regarding hardwood flooring. In addition to meeting our own Emily Morrow Home Designers of Distinction, we invite you to submit your own “designers of distinction” for us to feature on our website and in our upcoming blog posts, some of the content is viewed and shared via publications with readership well over 1 million in print and even more digitally. We love making new friends and look forward to introducing our friends to you!

Thank you,

Emily Morrow Finkell

EMILYMORROWHOME.com

Our First Featured Designer Spotlight  |  Mollie Surratt Interiors 

Today, we’re so excited to introduce you to our dear friend, Mollie. She is usually speeding in with an oversized Louis Vuitton bag full of pull ups, pink lip gloss and paint swatches—with a Starbucks in hand.  She’s got a great eye for interiors that translates to, well, real life.

Born and raised in a suburb north of Atlanta, Mollie grew up in her family’s growing couture bridal business. Today, her family’s business, bridals by lori, is the stage of the hit TLC reality show Say Yes to the Dress: Atlanta. You may sneak a peek of Mollie on the show from time to time alongside her mother, storeowner and star, Lori Allen.

While a love of fashion captured her heart from an early age, Mollie’s world collided with interior design during her teen years. A dear family friend, Lillian Tate, started a small interior design firm and invited Mollie to High Point market. During this trip, a passion for interior design was ignited as her hand ran along the curves of elegant furnishings and luxe fabrics. It was magic!

A journalism and mass communication major at Samford University in Birmingham, Ala., Mollie joined her talents of writing and communications– and love of interiors- after college. Her first entrepreneurial adventure was beginning Cosmopolitan Events, an upscale event design firm. During this time, Mollie planned over 30 weddings and special events throughout the south. From intimate gatherings in the Savannah Room at the Four Seasons Hotel, to lavish weddings for 1,200 guests, her unique style and ability to listen to her clients created unforgettable soirees.

Upon meeting her husband and relocating to north Georgia in 2006, Mollie spent 12 years in a blazer and heels leading two of the world’s largest flooring and carpet manufacturers in public relations, communications and inbound marketing. Here, her teams won over 20 local and national marketing awards, and Mollie was named the national Digital Communications Leader of the Year by PR News in 2017. While exciting and full of new experiences, Mollie’s entrepreneurial spirit still burned bright in her heart.

In 2018, Mollie finally decided to take a long-awaited leap of faith. Feeling the pull to spend more time with her daughters and follow her dreams, Mollie left the corporate world to begin Mollie Surratt Interiors.  But, with her, she’s bringing rich experiences in couture bridal fashion, worldwide travel and multiple interior projects she completed while in the flooring industry. Her perspective is eclectic, considerate and sophisticated- with a huge dash of fun and humor in the mix. After all, what is life without a little laughter.

We love Mollie’s style and know you will, too.

Emily had the pleasure of meeting Mollie during her first days at Shaw Floors. New to the area and full of questions, Emily took Mollie under her swing as a little sister, if you will. Emily mentored Mollie and, before long, their lives and families became intertwined and so dear. Emily was there for Mollie’s wedding 10 years ago as well as the birth of both of her daughters. Such a special friendship was formed, rooted in the love of family and design.

Like Emily, Mollie is crazy about black. And we just knew Mollie’s design inspirations would include a piece of her signature Mackenzie Child’s Courtly Check. Many of the pieces in Mollie’s vision board can be found in her personal home, like the legendary Artichoke Lamp from Stray Dog Designs. When asked about her pallet, Mollie explains what she loves about matte black. “Not only is it forgiving and durable for busy homes like mine, but it’s just so darn chic. It will never go out of style, and I love it with a pop of red or magenta. My favorite look is when a client is bold enough to do black walls and black trim. Now, we’re talking!”

Mollie’s favorite floor: https://www.emilymorrowhome.com/product/authentic-luxury/

Authentic Luxury is my favorite Emily Morrow Home hardwood floor. The sliced white oak plank is distressed by hand for a true craftsman’s finish. I’m a huge fan of wide plank floors and Authentic Luxury is 7” wide and up to 8’ long. The natural graining and detail of the floor is accentuated by the finish, and it fits with many different design styles. I’m completely in love!! (And don’t you adore those leopard Kate Spade Keds?)

Copyright © 2018 EmilyMorrowHome, All rights reserved.

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News Flash: Emily Morrow Home Hardwood loves to share good news, and with an audience of 81.7 million…we are just getting started with good news

Thank you to all the media outlets and websites who have shared our exciting journey since it’s inception in the fall of 2015!

Find our gorgeous hardwood flooring in Booth 665 within the space of my favorite manufacturer (aka husband Don Finkell) American OEM – Hemisphere.

We have more good news to share with you as we move into a broader market. At your leisure feel free to read through the links along with our potential audience of at least 81.7 million.

The Emily Morrow Home Launches Home Décor Shopping Site release was deployed through the newswire on Wednesday morning.

So far, in the first 24 hours, it has run in 244 publications/websites nationwide with a total potential audience of 81.7 Million…with more to come…

https://hardwoodfloorsmag.com/2018/01/24/emily-morrow-home-launches-home-decor-shopping-site/

https://www.bizjournals.com/atlanta/prnewswire/press_releases/Georgia/2018/01/24/PH96176

http://www.thecwprov.com/story/37337847/emily-morrow-home-launches-home-decor-shopping-site

https://www.marketwatch.com/story/emily-morrow-home-launches-home-decor-shopping-site-2018-01-24

https://finance.yahoo.com/news/emily-morrow-home-launches-

home-133000303.html

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