In 2018, Emily Morrow Finkell realized the rising significance of Matte Black and made it her Color of the Year. Over the summer, she also witnessed the eclipse; she and her husband Don were in Highlands, NC where it was a total blackout. At DOMOTEX USA, Emily will show her newest hardwood flooring, among the offerings, Total Eclipse, a blackened white oak plank with a gray cerused grain, the perfect synthesis between trend and travel.
Travel often spurs Emily on her journey to design and product development. She and Don’s recent experience in Africa, at the Maasai Mara, witnessing the migration of wildebeests and traveling through villages, also inspired The Safari Collection, four hardwood finishes that capture the incredible beauty, textures, and colors of the scenic landscape. From shades of the earth to the textures of elephant trunks, Emily translates her vision onto the floor.
Prior to launching EF Floors & Design in 2015 and the Emily Morrow Home brand soon after, Emily was the Director of Color Style & Design for carpet and hard surfaces for Shaw. Thriteen years into that chapter she found herself “at a very happy crossroads with some hard decisions to make, and ultimately decided to wrap things up with a neat bow and say my farewells to my Shaw family.” What she didn’t realize was how wrapped up her self esteem and identity was in her profession. “I didn’t expect to find myself longing for work,” she says, “but after a few months off, I created a grand plan to make my personal life and my professional life come together in a way that dovetailed all of my strengths and passions with my husband Don’s.”
Togetherness is at the heart of her business now. “I started this enterprise partially because I love designing with Don and we enjoy sharing this very big part of our life. It makes work more fun and makes the hardwood products stories and inspiration very personal,” says Emily. “I have loved every step of this chapter, even the hard ones. There have certainly been unseen challenges that have come along, but they’re also some of the most significant opportunities I’ve had to learn and grow.”
In addition to creating product for the building and design industries, Emily and Don Finkell, founder and CEO of American OEM Wood Floors, are avid philanthropists, establishing foundations which helps fund causes that are near and dear to our hearts such as the Floor Covering Industry Foundation which helps those who have worked in the floor covering industry and have found themselves in a time of great need. Their newest cause is HopeCore Kenya, clinics led by Dr. Phil Rasori and his team whom the couple met during their Serengeti adventures.
mily adds, ”We do know from historical and recent reports that actual quality hardwood flooring truly does ADD to the home or interior project overall value, rather than “costing money”.
Emily Morrow Home luxury hardwood is made in Tennessee of wood that is plentifully grown and sustainably harvested in the USA. Emily adds, “We have all the required and many of the above and beyond certifications for indoor air quality, green guard certified and amazing lifetime warranties.” At DOMOTEX USA, on March 1, Emily Morrow Finkell is hosting a trend panel discussion with lunch called “Design is a Journey.” DOMOTEX USA takes place February 28 - March 2 in Atlanta at the Georgia World Congress Center . Register here.