We were lucky to catch up with McCall Morrow recently and have shared our conversation below.

McCall, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for To:morrow ignited during a time of life-changing revelations and a yearning for community in fashion and creativity. Growing up, I always knew I wanted to dive into the worlds of fashion and entrepreneurship. My dad, a successful entrepreneur in rare stamps, became my early inspiration, instilling in me the drive to chase dreams relentlessly.

The turning point came when I found myself on the east coast in 2019, working on others’ designs and tangled up in a not-so-great relationship. Then, enter the plot twist: COVID. It became the perfect time to re-evaluate my life and career goals! I packed my bags, traded city lights for the Rockies, and began freelancing as an accessory designer. That’s when To:morrow started to take shape. During the pandemic I opened my first studio in my garage, offering professional bag cleaning and repairs, while I built out my business plan and sewed together prototypes. Designing handbags by hand became my passion project. I realized I craved more than the usual design-to-factory routine. I wanted to see a project through from a rough sketch to a finished piece.

At the core of To:morrow is a mission to bring women together, both in my local home of Denver and the vast online universe. Why? Because my bags are more than just accessories; they’re conversation starters, confidence boosters, and a way for amazing women to connect. So, why not create a community where powerful, fantastic women can gather and chat about life, dreams, and of course, stylish bags? To:Morrow isn’t just about what you carry; it’s about the amazing women who carry it, turning each bag into a symbol of shared stories, laughter, and a collective fabulousness!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m McCall Morrow, the creative force behind To:morrow, a leather goods and lifestyle brand that plans to combine craftsmanship with community. With a background spanning nine years in the Accessory and Fashion design industries, my journey began on the East coast in NYC and Washington DC. After attending and obtaining my undergraduate and graduate degrees from The Savannah College of Art and Design.

In 2020, fueled by a passion for both fashion and building connections, I set the wheels in motion for To:morrow. From my humble garage studio, I initiated services like bag cleaning and repairs, laying the foundation for a brand rooted in both style and as much community that was possible during the pandemic. Picture me displaying my bags to one client at a time, in masks, socially distanced in my driveway. I was determined to get my start. (I’m chuckling as I remember that year.) Recognizing the power of sewing skills as a unifying thread, my goal extended beyond designing bags; I aimed to cultivate a community of women eager to learn and share in the world of fashion.

Every product from To:morrow is a testament to handmade artistry. I’ve spent the last 10 years honing in my bag making skills, surpassing the level I was when I finished graduate school. I got myself to a level I felt comfortable consistently producing a product for my clients. As we start 2024, there’s an exciting expansion of our product line on the horizon. The significant leap from a home studio to a spacious studio/retail space in 2023 has paved the way for a lot of potential. The ongoing construction signals the imminent realization of a dream — a retail and working studio space set to open its doors in 2024!

2023 was a particularly monumental year as I not only worked on expanding my business but also embarked on the journey of planning and executing my wedding. In January 2024, I married my best friend, Chris, who has been an unwavering support alongside my incredible family.

What sets To:morrow apart is the fusion of style, craftsmanship, and a commitment to creating a community of empowered women. My goal for for To:morrow is not just to create meticulously handcrafted products but to also create a movement that celebrates fashion and the shared interest of creation and connection. The story of To:morrow is still unfolding, and I can’t wait to see what this year brings for us.

We’d love to hear a story of resilience from your journey.

The start of my small business was the same year the world shut down. In the tumultuous year of 2020, during the COVID-19 pandemic, I embarked on a journey that would test my resilience as a new entrepreneur. Determined to build a business centered around community and fashion, I faced a stark reality — the very essence of my vision seemed incompatible with the constraints of a world in lockdown.

Refusing to stall out or fail, I chose to view the pandemic not as a roadblock but as an opportunity for growth and adaptation. Setting up shop in my parents’ garage, I transformed the space into my own sanctuary of creativity, innovation, and lots of leather…everywhere! Despite the limitations imposed by social distancing, I embraced the challenge, leveraging every resource at my disposal to begin my dream venture.

In those early days, my garage studio became my first ‘retail’ space, with a few clients seeking custom projects, bag cleaning, and repairs. Undeterred by the absence of traditional avenues for community engagement, I hosted socially distanced viewing parties, inviting my mom’s friends and a select few clients to preview my latest creations. These intimate gatherings, fueled by passion and perseverance, served as glimpses of optimism and normalcy during the first couple years of my business.

As the pandemic continued, I utilized the financial relief provided by government stimulus checks to invest in new equipment and hone my sewing skills. During the pandemic, I worked on prototypes and sourcing my materials and hardware for the launch of To:morrow that had no set launch date yet.

Fast forward four years, and I’ve made substantial progress in building my business. Today, I proudly operate from my own building, where I’ve set up a fully equipped studio. It’s been a journey of growth and development since those humble beginnings. Yet, there’s still more to accomplish as I continue to expand and evolve in 2024.

With plans underway to open a retail space and studio for social and sewing events, I am ready to expand and push myself out of my comfort zone this year. My journey has been one of patient growth, of learning, and of steadfast determination. And now, as I reflect on the solid foundation I have built, I am filled with gratitude for the resilience that has carried me this far. This is not just a business; it’s a testament to the power of passion, perseverance, and the unwavering belief in the possibility of tomorrow.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

When I first launched my business, I decided to test the waters on Etsy. Despite its reputation as a platform for handmade goods, I encountered challenges in maintaining creative freedom and attracting the right audience. Despite thorough research and learning from fellow creators, I struggled to generate traffic to my Etsy shop, particularly due to the unique nature of my leather goods and their higher price points.

While I initially believed that my distinct style would make me stand out on Etsy, I soon realized that this wasn’t the case. Feeling constrained by the platform’s limitations, I made the decision to transition to my own website. After extensive research into various website platforms, I opted for Shopify based on glowing recommendations from peers in the maker community.

Building my Shopify website was a time-consuming endeavor, but the platform’s versatility and customization options have proven invaluable. I’ve been impressed by the extensive resources available online, which have enabled me to optimize and scale my Shopify store more effectively.

One of the most significant advantages of managing my own website is the increased control over advertising and marketing. With Shopify’s integrated marketing tools and the ability to leverage social media platforms like Instagram and Facebook, I feel more capable to reach my target audience and build meaningful connections with customers. This newfound control has been instrumental in shaping the trajectory of my business and fostering its continued growth.

Contact Info:

• Website: https://shop-tomorrow.com/
• Instagram: https://www.instagram.com/shoptomorroww/
• Other: Business email: [email protected]

Image Credits
Image of me in pink hat is by me. Fall 2023 campaign images by Olivia Shea @livsheawrld