It’s a brand new year of exciting opportunities at Emily Morrow Home

It really is the most wonderful time of the year…look around you and count your blessings. If you and your loved ones are healthy then count yourself extremely blessed. We know there are places in the world where there is great need and there are times when we must pause to think of others before ourselves and ask ourselves “what can I do?”.

We love working with you and if you’re receiving this email, then you are among those we consider both “friend” and “business partner”. However you celebrate the holiday season, Hanukkah, Christmas or by doing your own thing, we want you to know that in 2019 our Emily Morrow Home hardwood floors are going to be working to help make the world a better place. When I started my business back in 2015 it was done with the heart first. When we do things in love, our focus, our purpose and our experience is shifted to “others” which alters our interaction with the world around us.

Each and every single hardwood floor style has a story that comes from the heart. Whether it was coastal inspiration taken from one of our anniversary trips to Bermuda or from seeing nature’s most perfect colors during the great migration this year in Kenya. Each breath and moment has been filled with thankfulness for the gifts of life, love and the intention to spread love through design, our hardwood floors, reaching places where there’s need.

We have been striving to make our new 2019 hardwood flooring introductions the very best designed and hand-crafted with American-made quality.  Our message also serves as a reminder that when you sell our beautiful hardwood floors that you’re also helping others here in the USA and around the world. We believe charity begins at home: Helping My Fellow Man tells of how the Floor Covering Industry Foundation helps those who have worked in the floor covering industry and have found themselves in a time of great need. Click here to learn more about the Floor Covering Industry Foundation and also the work at the Kenya HopeCore clinics led by Dr. Phil Rasori and his team whom we met during our Serengeti safari adventures this year.  

We’d love to see you during winter markets and are booking appointments already via phone 1-866-775-3877 or email at emily@emilymorrowhome.com. Emily Morrow Home Hardwood will be showing this year for the first time at the Carpet One convention at the Gaylord in Washington DC during the Flooring America, ProSource expo dates of January 14-16th in booth 733, at TISE Surfaces in booth #925 and finally at Domotex USA in booth #1421 in Atlanta at the Georgia World Congress Center. It is at Domotex USA where we will be hosting an extra special event, Emily Morrow Home Design Panel Lunch & Learn. We have an all-star panel of design experts from diverse segments of the design industry to share their own insights from travel to hardwood flooring and design trends. We are inviting Y-O-U as well as other retailers, designers and trade professionals to attend. Advance registration is recommended since seating and swag bags are limited to those who register in a advance. Click here to plan your first Domotex USA and pre-register for our DESIGN IS A JOURNEY: Designer Trend Panel Discussion & Lunch. 

WE hope you and yours have a blessed holiday season and VERY HAPPY 2019!!!

It’s the most wonderful time of the year!

It really is the most wonderful time of the year…look around you and count your blessings. If you and your loved ones are healthy then count yourself extremely blessed. We know there are places in the world where there is great need and there are times when we must pause to think of others before ourselves and ask ourselves “what can I do?”.

We love working with you and if you’re receiving this email, then you are among those we consider both “friend” and “business partner”. However you celebrate the holiday season, Hanukkah, Christmas or by doing your own thing, we want you to know that in 2019 our Emily Morrow Home hardwood floors are going to be working to help make the world a better place. When I started my business back in 2015 it was done with the heart first. When we do things in love, our focus, our purpose and our experience is shifted to “others” which alters our interaction with the world around us.

Each and every single hardwood floor style has a story that comes from the heart. Whether it was inspiration taken from one of our anniversary trips or from seeing nature’s most perfect colors during the great migration this year in Kenya. Each breath and moment has been filled with thankfulness for the gifts of life, love and the intention to spread love through design, our hardwood floors, reaching places where there’s need.

We have been striving to make our new 2019 hardwood flooring introductions the very best designed and hand-crafted with American-made quality.  Our message also serves as a reminder that when you sell our beautiful hardwood floors that you’re also helping others here in the USA and around the world. We believe charity begins at home: Helping My Fellow Man tells of how the Floor Covering Industry Foundation helps those who have worked in the floor covering industry and have found themselves in a time of great need. Click here to learn more about the Floor Covering Industry Foundation and also the work at the Kenya HopeCore clinics led by Dr. Phil Rasori and his team whom we met during our Serengeti safari adventures this year.  

We’d love to see you during winter markets and are booking appointments already via phone 1-866-775-3877 or email at emily@emilymorrowhome.com. Emily Morrow Home Hardwood will be showing this year for the first time at the Carpet One convention at the Gaylord in Washington DC during the Flooring America, ProSource expo dates of January 14-16th in booth 733, at TISE Surfaces in booth #925 and finally at Domotex USA in booth #1421 in Atlanta at the Georgia World Congress Center. It is at Domotex USA where we will be hosting an extra special event, Emily Morrow Home Design Panel Lunch & Learn. We have an all-star panel of design experts from diverse segments of the design industry to share their own insights from travel to hardwood flooring and design trends. We are inviting Y-O-U as well as other retailers, designers and trade professionals to attend. Advance registration is recommended since seating and swag bags are limited to those who register in a advance. Click here to plan your first Domotex USA and pre-register for our DESIGN IS A JOURNEY: Designer Trend Panel Discussion & Lunch. 

WE hope you and yours have a blessed holiday season and VERY HAPPY 2019!!!

“Design journey, a new way of seeing the world…”

 

 

 

 

EMILY MORROW HOME HARDWOOD

COMING TO A MARKET NEAR YOU IN 2019!!!Carpet One & Flooring America – Winter Convention

January 14 – January 17, 2019


The International Surface Event 

January 23 – January 25, 2019

Las Vegas, NV – Mandalay Bay Convention Center

DOMOTEX USA
February 28 – March 2nd, 2019

Atlanta, GA – Hall A2-A3 Georgia World Congress Center

DESIGN JOURNEY

Hosted by Emily Morrow Home

Friday, March 1 | 11:30am – 1:00pm

$45 until January 31st/$60 after January 31st

Join a panel of leading interior designers from

across the nation discussing their individual design journey.

Enjoy a delicious lunch, comfortable seating, great discussion

and the first ones to register receive our 
Emily Morrow Home SWAG BAGS.

 

“Design journey, a new way of seeing the world…”

 

 

EMILY MORROW HOME HARDWOOD

COMING TO A MARKET NEAR YOU IN 2019!!!

Carpet One & Flooring America – Winter Convention

January 14 – January 17, 2019

The International Surface Event 

January 23 – January 25, 2019

Las Vegas, NV – Mandalay Bay Convention Center

DOMOTEX USA

February 28 – March 2nd, 2019

Atlanta, GA – Hall A2-A3 Georgia World Congress Center

DESIGN JOURNEY

Hosted by Emily Morrow Home

Friday, March 1 | 11:30am – 1:00pm

$45 until January 31st/$60 after January 31st

Join a panel of leading interior designers from

across the nation discussing their individual design journey.

Enjoy a delicious lunch, comfortable seating, great discussion

and the first ones to register receive our 

Emily Morrow Home SWAG BAGS.

Emily Morrow Home names convention introductions | Business Builder | Floor Covering Weekly

— Read on www.floorcoveringweekly.com/main/business-builder/emily-morrow-home-names-convention-introductions–25127

Business Builder


Emily Morrow Home names 2019 convention introductions

Monday, December 17, 2018

[Dalton] The Emily Morrow Home brand of luxury hardwoods has released its upcoming introductions to be made at conventions being held throughout 2019. The authenticity behind these products comes from the personal experiences and travels of CEO and founder, Emily Morrow Finkell, who once again draws from her adventures to create 12 new designs. 

Safari Collection
A once-in-a lifetime journey across Africa inspired a collection of hardwoods that captures the incredible beauty, textures and colors of its scenic landscape. Included in the Safari Collection are four styles, crafted in the USA of White Oak and enhanced with a 2.5mm wear layer and aluminum oxide finish to protect against scratches. To minimize joints, Emily Morrow Home said it mills each plank with ultra-micro bevel edges, creating a smooth, clean look.

  –Tusker Herringbone and Tusker Wide
Not only is Tusker the Emily Morrow Home Color of the Year for 2019, but it’s the featured product in her stunning array of new introductions. Patterned after the majesty of African elephants, the striking, sliced-face visual is colored in warm taupe with subtle striations of gray and ivory. Offered in sizes specifically cut for herringbone installations as well as 9” widths, these companion planks give customers the ability to vary the layout of this gorgeous look as they extend it throughout their home.

  –Great Migration Herringbone and Great Migration Wide
One of Africa’s most spectacular events is the great migration of wildebeest, zebras, and gazelles across Northern Tanzania and Kenya. The vastness of the herds creates a magnificent movement of color that is reflected in Emily Morrow Home’s latest creation. The sliced-face texture of the Great Migration styles have a matte finish and come cut specifically for herringbone installations and in complementary 9” widths. 
  
  –Serengeti Spirit 
Named after the endless plains of the Serengeti, this new introduction has an innate beauty that’s easy to admire. The 7” wide planks boast a natural coloration that exudes warmth, creating a look that enhances any interior setting. Crafted of natural-grade, sawn-face White Oak, Serengeti Spirit has fewer knots and a smooth, lightly wire-brushed finish.

  –Moon River 
Luxurious hues ranging from tan to taupe flow across Moon River’s smooth, sawn-face surface. The effect gives each 7” plank incredible color movement, which works in harmony with its subtle graining. Light cerusing and a matte finish add even more visual appeal to this statement piece.

Metropolitan Collection
Emily Morrow Home’s Metropolitan Collection consists of three styles that bring a sense of city living to today’s homes. Crafted of White Oak in 7” widths, the planks have ultra-micro beveled edges and are enhanced with a 3.5 mm wear layer and aluminum oxide finish, for exceptionally durability and scratch resistant, the company said. 

  –Total Eclipse
Influenced by one of nature’s most awe-inspiring sights, Total Eclipse has strikingly dark features. A hint of creaminess gives the style a subtle warmth that also works to elevate its light gray, cerused grain and lightly hand-brushed hand detailing.

  –Paddock
Inspired by the paddocks of the Kentucky Derby, this exquisite beauty is colored in gray brown striations with light touches of creamy white cerusing. Its matte finish and wire-brushed hand detailing further accentuate its uptown style, making it a popular choice for todays’ interiors.

  –Santa Rosa
Santa Rosa began with a “Gesso moment,” which sparked a desire to create a hardwood with influences of plaster white effects.  It took a lot of design magic to bring the vision to life, but the finished look successfully achieves the perfect wash of chalkiness. Its matte, muted aesthetic and soft, wire-brushed finish play off the clean elegance of “California cool” monochromatic interiors.

Heritage Collection 
The Heritage Collection is defined by warm, traditional colors that are rich in tone and aesthetic. Each style is influenced by cherished experiences rooted in customs and places that are forever timeless, the company added. Wear and scratch-resistant, the 7” wide White Oak planks have ultra-beveled edges, which minimize joint grooves for a clean, smooth look.
 
  –Justify
The exquisite chestnut color of Justify, the Triple Crown winner, inspired the look of this beautiful hardwood. Enhanced graining and subtle wire-brushing accentuate the rich brown color and give it a warmth that makes any décor more welcoming.

  –William & Mary 
The dark, cultured color of William and Mary has an heirloom quality that imbues a home with European grace. Very matte and gently wire-brushed, this old-world style has an oiled-rubbed look that retains is resemblance without the maintenance. 

  –Lewis & Clark 
Along the Lewis & Clark Trail in Montana, wheat fields blanket the landscape in every direction. The golden color of this grain is reflected in Emily Morrow Homes’ new introduction, which gives a welcome nod to the gradual entrance of a warming color palette. Earthy and casual, Lewis & Clark has an authentic quality that perfectly suits today’s relaxed lifestyle. 

In addition to showcasing these new introductions at Surfaces 2019 (Booth 925), Finkell is joining the Floor Covering Industry Foundation and a group of industry leaders for a panel discussion on cause marketing, entitled “Finding The Pot of Gold: The Greater Good.” She will also be a featured panelist for Mark Woodman’s “See Me, Feel Me, Design with Me” discussion, which will explore the key components of the designed space and how they can come together.

The Emily Morrow Home brand will exhibit at Domotex USA (Booth 1421) as well and is partnering with Domotex to host a designer trend panel discussion and luncheon entitled, “Design is a Journey.” Emily Morrow Home can also be found at Booth 925 during TISE 2019 and CCA Booth 733. 

DESIGN IS A JOURNEY: Designer Trend Panel Discussion & Lunch

Hosted by Emily Morrow Home 

Friday, March 1 | 11:30am – 1:00pm

$45 until January 31st/$60 after January 31st

Join a panel of leading interior designers from across the nation in discussing their individual design journey. How are they inspired? What macrotrends are in the forecast? What impact does flooring make in the design process? How are the hottest design trends invading flooring?

Come away from the event refreshed, invigorated, and inspired to better serve your customers. The event is hosted by Emily Morrow Finkell, interior designer and founder of Emily Morrow Home luxury hardwood flooring. Emily will discuss how her own design perspective is evolving after a trip to Africa to witness the great wildebeest migration.

Enjoy a delicious lunch, comfortable seating, and great discussion. See you there!

EMILY MORROW FINKEL FOR NWFA MAGAZINE OCT/NOV 2018 ISSUE: THE 2019 ESSENTIAL TRENDS IN HARDWOOD FLOORING

 

While it’s still 2018 on the calendar, those of us in product design and development world are already living and working well in the 2019 calendar year. “What”, you may ask, does 2019 hold in store in design trends, especially those that will impact our hardwood flooring choices? I can share some very important and exciting insights that might just surprise you. The information I’m about to impart is both valuable and reliable, a result of having been not only professionally forecasting design trends and applying them into successfully selling collections but also from practicing as a professional interior designer for thirty plus years.  Get out your notepads and sharpen your pencils.

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Many dealers ask me whether I consider “gray” staying or going away…and my answer is based on the responses I’ve gotten when working with specifiers, designers and looking at what finishes are going into projects a year from now. Gray is still with us and still very viable and necessary part of a product mix, perhaps even more so in hard surface finishes like hardwood flooring. What you should know is that you might see very colorful “trend alerts” from professional organizations like Color Marketing Group, of which I am a member, where pastel pinks, bright yellow golds and blues are trending upwards. There should be footnotes on these trend reports or asterisks that spell out in “fine print” that these are “accents” and relate to broader product categories like apparel, interior accessories, cosmetics and even automotive colors. That being said, these accents are like the colorful necktie on a stylish navy blue suit. The “foundational color palette” is what matters for us in the hard surface floor covering world.

Over the years when speaking at design events and presenting trends, I have referred to the “foundational color palette” as “commitment colors” indicating the big pieces of furniture, built in cabinets or other types of large surfaces that are not easily installed, not easily replaced, not easily moved which the specifiers and end users acknowledge that this surface color will be there for an average of five to seven years before it’s replaced. This space, this very myopic color palette has been my primary focus since launching the Emily Morrow Home hardwood flooring line and brand. In my past life as Shaw’s director of color style and design for the soft and hard surfaces, my focus had to be much broader and focus on the aspects that all fit together, so that the carpet colors and the hard surface colors would not only be “trend forward” but also salable. These colors had to have broad application across the USA and that part has not changed one bit. It is that deep and wide background, plus the added thirty year interior design expertise that enables me to successfully forecast well into the coming year with significant accuracy, knowing, not guessing, what’s essential for flooring collections which the dealers will be selling. Now that we’ve explained the groundwork, let’s dive into this “commitment” palette which we will be seeing in 2019!

 

The catalysts driving the foundational color palette currently are not just color-related but also visuals and textures that are nature derived and can be best described as “aspirational luxury”. Make note, this overview is what many would call the high altitude view. You can expect to see marbles, granites and limestones that are above and beyond your ordinary colors or names like “Baltic Brown”. The look is slightly more unique, the names and veining are a little on the “exotic” side, In general terms, these are names that most homeowners are not acquainted with, like “Pietra Grigio” or “Nero Marquina”. Aged travertines, Bianca Dolomite whites, gray-veined Carrara and gray-gold veined Calacatta marbles, gray and black soapstones and even gray poured concrete slabs. Overall this “naturally derived” color palette is generally cool, you will also see emerging warmth from luxurious onyx, Emperador Dark marble and wood species like walnut. 

Hopefully the “Nature’s Neutrals” palette explanations clarify and define in your mind what is going to be the essences of 2019 design.

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EMILY MORROW HOME

LUXURY HARDWOOD 2019 Color Forecast “NATURE’S NEUTRALS”

BLACK ECLIPSE: feeling more dark charcoal that a straight out ebony black, Eclipse is just as the name implies, a shadowy black which works best in premium quality hardwood where the grain is straighter, certainly no application on a rotary cut hardwood. Again like a shadow or an eclipse, there is no reflective quality to the darkness, simply matte darkness, velvety if anything in its appearance.

EMPERADOR DARK BROWN: Emperador Dark Marble is a rich brown marble which can change from slab to slab depending on how much and where the white veins run. Rich browns are on the horizon in hardwood flooring in the form of rich matte chocolate browns especially in the Walnut species. Walnut, in the right color family of brown, is and always will be timeless and salable. Walnut, although soft, is making a strong showing in both commercial and residential interiors. Overall, one of walnut’s best attributes is that it can be mixed in with a variety of design styles and with a variety of other surfaces.

BEMUDA STONE GRAY: gray is enjoying a very long and successful life span. Since its first showing in 2007, gray continues to reign strong in every consumer goods category as a “go to” neutral, back drop “blank canvas” type color which bridges easily with other colors and also serves well in a wide range of design styles from mid century modern to rustic farm house. Gray continues to become more and more refined as it evolves. Currently grays have segued into that look and feel which is silvery, patinaed and aged yet smooth in texture.

FRENCH LIMESTONE: The “chicest” hardwood color is the in the same family as reclaimed french limestone. A quarried look and feel is the target texture. Not quite scraped, not quite wire-brushed, not quite chiseled, this actual color creates its warmth through the “just right” off white with zero ‘yellow’, zero ‘pink’, just warm like the stone you’d see in an old chateaux in France.

SEA SALT WHITE: Speaking from recent experience of admiring the Bermuda sands on a recent trip, “Sea Salt” off-whites are akin to a “mist” with hints of color only from reflections of the surf and sand. Looking to find off whites, you can certainly find the similar influences from my mega trend of plaster-gesso whites from 2017 and 2018. In keeping with gesso and plaster, SEA SALT is matte and more importantly is not flat nor opaque.

 

Emily Morrow Home officially kicks off summer with style, Coastal Luxe style 🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊

Welcome Summer ! The Coastal Luxe collection brings the beach to you. The nautical-inspired flooring, furniture and accessories are perfect for achieving that seaside style.

Surf 🏄🏻‍♀️ the Coastal Luxe selection and find just what you need for your maritime manor.

Collections to See:

Surf Shack

Beach Confidential

Maritime

Cosmopolitan Coast

Some people plan vacations to rest…for me it’s a time to find inspiration to imagine new design ideas, and new ways to make your interiors more beautiful, more valuable, perhaps more enjoyable too.

So sit back and enjoy a little mini vacation with us at the coast and feel the “ahhhhs” come over you like the ocean surf.

Emily Morrow Home Hardwood, Reimagined, Redefined, Reinvented…Relax, you’re finally home.

Emily

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

“BEAUTIFUL TO THE FINISH”, Emily Morrow Finkell for NWFA Magazine Spring 2018

“BEAUTIFUL TO THE FINISH”, Emily Morrow Finkell for NWFA Magazine APRIL 2018

According to the National Wood Flooring Association, there’s a variety of finish options for hardwood floors. https://www.woodfloors.org/finishes.aspx Surface finishes are common, some are for sheen or gloss and are typically oil-based or water-based. It’s generally accepted that a finish is applied to help with durability, moisture resistance, scratch resistance and to provide a level of protection across the surface of the wood. In the hardwood flooring world, that’s pretty much the short and sweet low down on finishes.

However, here at Emily Morrow Home Hardwood, there’s going to be a much broader and more exciting storyline on finishes. When you change the filter of what you’re looking through, like a lens for example, the view changes. Consider for a moment looking through a lens with a broader view, one that takes into consideration all of the flooring categories as well as the entire interiors world. That’s the lens through which Emily Morrow Home views innovation in hardwood flooring, and it’s much less myopic than most others.

I’ve created two very insightful and useful lists on evolving finish trends. These lists are based primarily on cut, clarity and quality of wood, very much like diamonds. https://www.woodfloors.org/appearance.aspx The cleaner, the more precious the cut of the wood, the less you have to do to it to make it beautiful and salable. In the highest end of hardwood you’ll see more of what’s special and beautiful about hardwood. We’ll call the first list the “A-List”, and is comprised of looks that you’ll easily spot within the pages of high-end interiors magazines, like Architectural Digest and Elle Decor. Of all the brands in the marketplace that are positioned in this category, you’ll find DuChateaux and Provenza as well as the Emily Morrow Home line of luxury hardwood. The finishes from the A-list speak to luxury, are neither nichey nor trendy, but instead are timeless, beautiful, saleable and suited perfectly for the upscale market in ⅝” and up luxury sliced hardwood flooring. If we compared the A-list to automobiles, they’d be the high performance luxury cars which have a limited color line and model styles which rarely change. These products set the standard for timeless luxury and unmatched quality.

The A- list is not made of “all the colors and finishes, just the right ones”. The A-list finishes include “matte”, cerused sliced wood grains, hand-sanded, sanded-down, painterly effects, plastery-white or blackened, warm barnwood grays, and driftwood grays which can have a silvery effect in the right light. In fashion, interiors and even automobiles, the right application of color and finish must make sense with the specific product’s design. The Pantone Institute’s Director Leatrice Eiseman recently shared this as her mindset in making sure products are successful.

The second list, the B-list is comprised of finishes that are very trendy and utilize many variations, looks that one might also become “time stamped”, and are found in the big middle of the market, an area referred to as the “high end of the middle” or low end of the high”.

The B-list level could be compared to the car brands that try out every kind of color, finish and effect. There is a third list, but it’s a list of finishes that would be so long and ever-changing as it represents the least expensive, highly competitive, lower segment of the market. Brands found in this second tier grouping would be those like Anderson-Tuftex and Hearthwood. This is the “big middle” and offers these major players a wide berth of looks and finishes at very affordable price points.

This second tier includes some very interesting looks and finishes. The names themselves are fun to say, all playing to the sales associates’ need to have a nickname that they can easily explain. This grouping includes metallics, reactives, reactive-looks,”fumed” as well as “air-brushed effects” with dramatic highs and lows. This list applies to mid level hardwood floors, they are typically rotary peeled hardwoods and take advantage of special effects to down-play the busier rotary-peeled cathedral wood grain. When the cut of the wood determines the yield, and rotary yields more, wastes less of the hardwood, there is understandably quite a large segment of manufacturers who employ the various techniques so that their products can hit a price point. Actual reactive finishes, although very cool, are challenging due to their “reactive” state never stopping therefore many of the “reactive looks” are designed to look like the actual reactives without the continually changing nature of actual “reactive” finishes.

In studying the trends, it’s essential to continually work with those who are closest to the cutting edge, i.e. designers and specifiers, or retailers and specialty shops who cater to the design trade. It matters to speak the same language and share a common goal when working with those in the design world, much like Martians and Venutians, designers don’t want to talk to someone who’s an outsider who’s ”trying” to be a designer.

At the top of my sources in field research is a lighting and accessory company based in Atlanta, Georgia but well known world-wide. Currey and Company’s Creative Director Cecil Adams and Brownlee Currey graciously offer to give me a “design inspiration” tour of their High Point showroom outlining their latest trends. Their creative teams travel the world, working in villages and soaking up the native flavor and culture, searching for “unique” and “native” art or hand-crafted pieces which they integrate into their collections of chandeliers, pendants, wall sconces and more. Three years ago, they were among the first to do “black” finishes in the “Dark Beauty” looks and five years ago, utilized the mercury glass and champagne silvery gold effects for the bridge from brushed nickel or chrome to the warmer metallics we see so prevalently today. What’s next according to Cecil Adams? You’ve already heard me make references to this look in past trend narratives, and it is Finish Trend #1, “Gesso”, “plastery whites” which is also referred to as chalky whites. Look for this not only in the Currey and Company Spring 2018 introductions but also in the Emily Morrow Home Hardwood line, some of which was recently given overwhelmingly positive feedback at the 2018 EMH Designer Summit.

Currey and Company’s Creative Director, Cecil Adams said, “Gesso is having a moment and one of the characteristics I love about this technique is that it adds a handmade quality to anything you cover with it. Typically used as a layer between a substrate and another finish, when you encounter it now it begs the question – am I seeing something that was underneath another layer that has been peeled away, or I am seeing something in a stage of being built up into something else? Gesso is in the middle so to speak.” See Currey’s “Moondance Orb Chandelier, Jacinda Chandelier, Ralston Chandelier, Burdock Chandelier and Martine Chandelier for their version of “Gesso”.

Also important in researching finish trends, it’s essential to get to the heart of what designers and specifiers are using in commercial interiors. Commercial design tends to lead the residential world and is a wonderful “petrie dish” for seeing exactly what works and what doesn’t. Examining various categories like wood, porcelain tiles, natural stones, and glass mosaics, it’s abundantly clear that today, it’s all about “texture” and “dimension” and a handcrafted wood visual. As part of my research, I worked with Nancy Jackson, the President of ASI in New York City. ASI deals with the NYC A&D community, those who are driving some major trends.

Jackson said their team works with all surfaces ranging from textured and dimensional wood panels that are handcrafted, embossed and or reclaimed to dramatic finishes that reflect luxe leather and skins, metal and glass mosaics to flooring products that include LVT, hardwoods, porcelain and natural stone. Changes over the last couple of years have been driven by the acceptance of simulated materials accepted into the commercial market. For example, a hotel brand will specifically request a luxury vinyl for the guest rooms and porcelain for the public spaces, that is in part to the advancement of these products looking so realistic!

Gray and warm earthy color palettes are still on trend , mixing them up with hints of metallic is very much on point now. Matte in wood flooring and gloss on dimensional glass mosaics feels fresh and the direction ASI is going in new product launches.

In the commercial arena the challenge is always to protect the design intent and be sensitive to the budget while recommending the right product for the application so it’s never just one part: price, performance or design.A product has to look good, perform well, and be competitively priced! Jackson stated ”Materials that support the designer for narrative storytelling in a place .

Even workplace has been influenced by hospitality design and speciality products are being specified to have engaging spaces for employees to collaborate in.”

Final thoughts on finishes, the best indication of a healthy marketplace for consumers is to see and hear that there’s a need for more choice, more variety and higher quality materials. It’s already been an exciting year and we’ve not yet completed Q1. Hold on tight and let’s see what the end of the year looks like. Let’s plan on being strong and beautiful to the finish.

IMAGES OF CURREY PRODUCTS IN LINKS BELOW

9000-0285 Martine Chandelier

https://www.curreycodealers.com/p-8693-martine-chandelier.aspx#.WsaShy7waJA

9000-0287 Burdock Chandelier

https://www.curreycodealers.com/p-8664-burdock-chandelier.aspx#.WsaTBC7waJA

9000-0354 Jacinda Chandelier NEW

9000-0255 Ralston Chandelier

9000-0141 https://www.curreycodealers.com/p-8070-ralston-chandelier.aspx#.WsaSQC7waJA

9000-0211 Moondance Orb Chandelier

https://www.curreycodealers.com/p-8370-moondance-orb-chandelier.aspx#.WsaSCS7waJA

Images of Emily Morrow Home Hardwood

https://www.dropbox.com/sh/emfm8oxdxlnsso2/AACuUoUw3uAaFcoxoaOBxWida?dl=0

Shown here is Treasured Places by EMH

Global Spirit

‘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

 

 

 

 

 

 

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.

REFINEDSIDE_B2W0703_36x36
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.

B2W0704_SuddenlySonoma_DrawingRoom 01_rm
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.

MARITIME_greenwellies
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

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