Based in Charlotte, North Carolina, Elliston House offers artisanal textiles, wallpaper, and pillows to homes nationwide at an accessible price point. From outdoor-ready stripes to vibrant florals, the design house blends traditional and whimsical elements that liven up any space. Get to know co-founders Morgan Hood and Ally Holderness — this week’s FACES of the South!
What inspired the creation of Elliston House?
Morgan: We created Elliston House because we wanted to bring more joy, color, and play into the home, especially through textiles and wallpaper. We were constantly dreaming up patterns and couldn’t find anything on the market that struck the perfect balance of artful yet approachable, as well as elevated but easy to live with.
Since launching, our vision has grown beyond just fabric — it’s become a full expression of our design philosophy: homes should feel lived-in, layered, personal, and a little bit fun.
Your recent ‘High Tide Capsule Collection’ feels like a love letter to summer. What was the creative process behind it?
Ally: That’s exactly what we hoped it would feel like — a sun-soaked love letter to long days, salty air, and carefree moments by the water. The collection was inspired by Morgan’s family beach house, where she spent many summers surrounded by soft sea grass, sand, and the rich blue ocean. We hope customers feel a sense of ease and nostalgia woven into each piece, and that it brings a little vacation magic to their everyday spaces.
If Elliston House were a vacation destination, what would it look like?
Ally: It would be a breezy coastal inn tucked between olive groves and the sea, with hand-blocked tablecloths, fresh herbs on every windowsill, vintage rattan everywhere, and rooms layered with color and charm. Guests would linger over long lunches, nap in the sun, and take a dip in the sea at dusk.
How do you strike the balance between trend-forward and classic designs?
Ally: We always start with what feels right rather than what’s trending. Our designs are rooted in color theory, historical references, and natural forms, but we’re not afraid to take risks or reimagine a classic in a new way. We like to think of our collections as future heirlooms, designed to be mixed and matched, never too precious, and always evolving with the home.
What have been some of your proudest moments as co-founders so far?
Morgan: Seeing our designs installed in real homes — especially by interior designers we admire — never gets old. Installing one of our first wallpaper designs in Ally’s home felt like a milestone, too. But honestly, one of our proudest moments was the day we hit “go” on our website and opened our doors to the world back in February of 2023.
We built Elliston House from the ground up — just the two of us— and every win, big or small, still feels deeply personal. We’re also just so proud of how well the two of us work together (knock on wood!) and how we continue to bounce back after something doesn’t go our way and lift each other up when business is slower than usual. We couldn’t do this alone!
Where do you find inspiration?
Morgan: Travel is a huge source of inspiration, particularly places where color and pattern are embedded in everyday life. We’re constantly photographing tilework, textiles, florals, and landscapes while exploring. We also find inspiration closer to home — a favorite tablecloth from childhood, collected vintage books, neighborhood walks, and definitely fashion.
Do you have a favorite print or piece you’ve designed that holds special meaning?
Morgan: Vera Vine will always be one of our most meaningful and signature prints. It was one of our first designs and feels like a cornerstone of our brand. It’s versatile, painterly, and rooted in movement and repetition, which speaks to how we approach design overall. Seeing it reimagined in new colorways over time has made us fall in love with it again and again. It is feminine, but not overly girly. My husband even likes it!
Ally: Meadow Multi will be my forever favorite because it is the first pattern from EH that I installed in my own home. It’s the wallpaper in my main powder bath, so I get to look at it every day, and it brings me so much joy. All of the colors really speak to me and emulate my love of bold and unexpected combinations!
Do you have any personal rituals or routines that keep you grounded while juggling your business?
Morgan: Making matcha (in silence!) after my kids go to school each morning always helps me clear my head before diving into the day.
Ally: We both like to check in with each other in the mornings and debrief after the kids go to bed. It’s one of the best parts of being co-founders. We keep each other grounded, honest, and laughing. We both think we’re hilarious!
What’s one piece of advice you’d give to someone dreaming of starting their own lifestyle brand?
Morgan: Start before you feel ready. Clarity often comes through doing, not planning. Be willing to wear every hat in the beginning, and don’t be afraid to ask for help. Make sure your brand has a strong point of view and stick to it. When what you’re saying and doing comes from an authentic place, people will feel it and GET it!
We always ask: What are three things you can’t live without?
Morgan: A Spotify playlist to set the mood, whether we’re working, cooking, walking, or packing sample orders. A beautifully patterned throw pillow with fringe (of course). My newfound love for weighted sleep masks, which are the ultimate cure for a long day with a lingering headache from forgetting to hydrate!
Ally: My Kindle. I fall asleep reading every night, and it truly helps me decompress. My fancy new espresso machine that makes mornings easier (and cheaper). A cozy throw blanket. One can never have too many in their home!
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