Moms Behind the Brands: Elliston House
This full interview is part of my new series, “Moms Behind the Brands,” featured in Wooed, my free weekly newsletter for busy working moms who want easy, healthy recipes, honest money talk, smart product recs, and now… inspiring stories from mom entrepreneurs.
Wooed: What inspired you to start your business?
Elliston House: Elliston House was born out of a mutual deep love for color, pattern, and the feeling of “home.” We both grew up in a family that cherished interiors—Ally’s mom worked at a home store and Morgan’s parents loved antiques – and we wanted to create a brand that captured that spirit in a fresh, accessible way. We also saw a real need for fabric and wallpaper that felt high-design, but not overly precious or intimidating from a price-point perspective. That gap in the market became our invitation.
Wooed: Was there a specific moment or challenge that pushed you to take the leap?
EH: Yes. After years of working in creative roles, we both started to feel this nudge. Morgan was juggling motherhood and a full-time job, and she kept thinking: if not now, when? One night after putting the kids to bed, she opened her laptop, sketched out a business plan with a glass of wine nearby, and never looked back. Ally was planning her nursery for her first baby girl at the time and always knew she wanted to work for herself. Meeting as friends in 2019 and immediately discovering our shared passion for interiors and textiles, we always knew in the back of our minds that we would eventually start EH!
Wooed: What was your biggest challenge in starting your business?
EH: Honestly? Finding the confidence to just start. There’s always a reason to wait until you know more, have more, or feel more “ready.” But you’ll wait forever if you let that stop you. On the practical side, navigating manufacturing and sourcing was a steep learning curve—especially as a small, self-funded brand. We really bootstrapped our way leading up to the launch of our business (and continue to do so, today). Morgan credits Ally for really giving the duo the push to just go for it!
Wooed: Did you bootstrap or raise funding?
EH: We are completely self-funded. We each put in our own money and reinvest nearly every dollar made back into the business. We are growing slowly, by design. It’s not glamorous, but it’s sustainable—and it gives us the freedom to build something authentic without outside pressure. One of the most beautiful things about Elliston House is that WE are in control!
Wooed: What do you offer, and who is it for?
Elliston House offers artful, approachable textiles and wallpapers that are designed to bring joy into everyday life. We work with interior designers, stylists, and home lovers who aren’t afraid to play with pattern and make bold, personal design choices. Our customers are often women creating layered, meaningful homes for their growing families.
Wooed: What tools or apps make your life easier as a mompreneur?
EH: We work in Canva and ChatGPT almost every day! We both use the Skylight calendar – and that is a game changer!
Wooed: What’s something you wish you knew before you started?
EH: That growth isn’t always linear—and that’s okay. Some seasons are full of momentum, and others are slower and more inward. We used to panic during the quiet spells, but now we know they’re often where the real groundwork is laid.
Wooed: How do you manage being both a mom and a business owner?
EH: With grace (on a good day) and a lot of coffee / matcha. We’ve learned to ask for help, set boundaries, and stop chasing perfection. We try to be fully “in” whatever role I’m playing—whether we’re on a Zoom call or doing bath time. It’s not balanced every day, but it evens out over time.
Wooed: What does a “typical” morning look like for you (anything that happens between 5am-11am)?
EH: We both are up with our kids around 6:30—breakfast chaos, packing lunches, hair brushing, etc. Once drop-off is done around 8, we try to take a quick walk or do a 10-minute stretch or make ourselves breakfast before diving into work around 9:30. We usually check emails, complete any outstanding sample orders, and touch base with our printers first thing.
Wooed: What does rest look like for you?
EH: Rest, for us, is a mix of quiet pockets and creative play. Morgan loves a solo walk with a podcast and tennis, Ally loves reading something not work-related and bargain shopping at Home Goods. Also: early bedtimes and magnesium baths when we can swing them.
Wooed: What would you say to a mom who has a dream but feels stuck?
EH: Start small. You don’t need a full business plan or Instagram handle to begin—just one brave next step. And remember, it’s not selfish to pursue your dream. You’re modeling courage and creativity for your kids every time you show up for yourself.
Wooed: What’s the best piece of advice you’ve ever received?
EH: “Remember to work on the business, not in the business”. It reminds us to step back from the day-to-day minutia of running EH and focus on strategy, planning, and design – the most important things that take up the most brain power and time!
Wooed: How can moms in our community support your business?
EH: Follow us @elliston_house, share us with a friend, or just drop a kind comment on a post—it truly means the world. And if you’re a designer or home lover, browse our latest collection at ellistonhouse.com—we’d be honored to be a part of your space.
Wooed: Try this tip for moms?
EH: We both love Megan Roup’s Sculpt Society for a quickie workout! It’s nearly impossible to exercise these days, and Megan’s app makes it so easy with 15-20 minute workouts that can be done in your own home at your own pace! It always makes us feel better getting in just a little bit of exercise.
What part of Morgan and Ally’s story resonated with you most? Leave a comment, I’d love to hear what you’re dreaming about.
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