michelle toney + stephanie cleary & morrow soft goods

michelle toney + stephanie cleary & morrow soft goods

From Fashion and Architecture to Sustainable Homeware

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we explore the journey of Stephanie and Michelle, the founders of Morrow Soft Goods, a design-forward homeware brand based in LA. Leaving behind careers in fashion and architecture, these two friends launched a company that balances colorful textiles with sustainability. We discuss their path from initial concept to launch, managing a business while juggling full-time jobs and family, navigating supply chain challenges, and building a brand for the long term. Their story is one of resilience, innovation, and a commitment to creating products that bring joy and sustainability to homes.

Tune in to hear Stephanie and Michelle's insights on entrepreneurship, the inspiration behind Morrow Soft Goods, and their exciting plans for the future.

Sit back, relax, and enjoy the conversation!

The Show Notes


Stephanie and Michelle, founders of Morrow Soft Goods, share their inspiring journey from careers in fashion and architecture to creating a successful sustainable homeware brand. They discuss their passion for colorful and eco-friendly textiles, the experiences that shaped their vision, and the creation of Morrow Soft Goods. The conversation highlights the importance of innovation, authenticity, and consumer connection in building their brand. They also delve into the entrepreneurial lessons learned, the development of their unique products, and the future of Morrow Soft Goods.


sustainable homeware, fashion, architecture, entrepreneurship, colorful textiles, brand building, consumer connection, innovation


  1. Stephanie and Michelle’s journey from fashion and architecture to founding Morrow Soft Goods is marked by innovation and determination.
  2. Morrow Soft Goods integrates sustainability and colorful design into its homeware products, emphasizing authenticity and consumer connection.
  3. Their diverse experiences have significantly shaped their approach to business and product development.
  4. Building a brand involves creating a strong connection with consumers and staying true to core values.
  5. Morrow Soft Goods’ commitment to innovation and quality is reflected in its unique products and storytelling.
  6. Persistence and resourcefulness are essential for long-term success in the competitive homeware market.

Sound Bites:

  • "Morrow Soft Goods is all about creating high-quality, sustainable homeware products that bring color and joy to homes."
  • "We believe that sustainable products should be beautiful and functional, not a compromise."
  • "Building a brand is about staying true to your values and creating a strong connection with your audience."
  • "Innovation and creativity drive our product development process."
  • "Our goal is to make sustainability accessible and enjoyable for everyone."


00:00 - Stephanie and Michelle’s Background and Journey-
Stephanie and Michelle introduce themselves and share their journey from fashion and architecture to founding Morrow Soft Goods.

08:01 - The Inspiration Behind Morrow Soft Goods-
Stephanie and Michelle discuss the personal and professional experiences that inspired them to create Morrow Soft Goods.

12:30 - Transition from Corporate to Homeware Entrepreneurship-
They explain their career shifts and the lessons they learned along the way.

23:17 - Importance of Innovation and Consumer Connection-
The conversation delves into how innovation and consumer connection have shaped Morrow Soft Goods’ brand identity.

25:30 - Challenges and Opportunities in the Homeware Industry-
Stephanie and Michelle talk about the challenges and opportunities of building a sustainable homeware brand and launching new products.

27:26 - Commitment to Quality and Sustainability-
They highlight Morrow Soft Goods’ dedication to creating unique homeware products and promoting sustainability.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of staying true to core values and connecting with consumers.

36:02 - The Vision for Morrow Soft Goods-
Stephanie and Michelle share their vision for the future of Morrow Soft Goods and their goals for the brand.

47:37 - Persistence and Resourcefulness in Entrepreneurship-
They emphasize the need for persistence and resourcefulness in achieving long-term success.

51:43 - Final Thoughts and Insights-
Stephanie and Michelle wrap up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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