Morgan Hood & Ally Holderness, Co-Founders of Elliston House

In this episode you will discover the inspiring story behind Elliston House, a rapidly growing textile and wallpaper company focused on making high-design accessible and approachable for everyone. In this candid conversation, Co-founders Ally Holderness and Morgan Hood share how they went from the idea of DIY wallpaper to a fast-growing business that prints locally in North and South Carolina, keeping prices accessible without sacrificing style. They reveal the secret behind their success: their contrasting tastes that spark innovation, a flexible business model that minimizes inventory costs, and their authentic approach to building a brand that connects deeply with everyday people. You'll discover the creative process behind developing new patterns, from digitizing vintage textiles to working with independent artists and how their diverse backgrounds fueled their startup journey.They dive into the realities of launching a business with friends, balancing motherhood with entrepreneurship, and the lessons learned along the way. Whether you're a creative, a mom, or an aspiring founder, you'll come away inspired by their transparency and resilience and with practical insights on building a brand rooted in authenticity, artistry, and smart business decisions.Key TopicsThe founders’ diverse backgrounds in fashion, interior design, and marketingHow the idea for Elliston House was born out of personal needs and creative passionThe importance of balancing motherhood and entrepreneurshipThe creative process behind developing textile and wallpaper collectionsPractical aspects of running a direct-to-consumer, made-to-order businessThe impact of collaboration with artists like Renee BushonBuilding an authentic brand focused on approachability and relatabilityLessons learned about the entrepreneurial journey and managing business growthFuture goals including collaborations, licensing, and scaling the brand